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Table of Contents
Executive Summary
Brand Overview & Campaign Goals
SWOT Analysis
Target Audience
Research
Competitor Analysis
Challenges & Opportunities/Research Summary
Pizza Hut App
Promotions
Media & PR Strategy
Creative Strategy
Social Media Contest
Social Media Strategy
Social Media Calendar
Media Buy Plan & Budget Summary
Evaluation
Return On Investment
Sources
executive summary
Pizza is Americas favorite food. Whether people are watching a sporting event, viewing a movie or throwing a birthday
party, chances are pizza is on the menu. Pizza Hut has a long history of success, but to succeed in the digital world, they
need to capture the attention of millennials.
Not only is digital ordering the future, its the now. With the number of millennials ordering online increasing, Pizza
Hut needs to make its menu and ordering accessible. Increasing mobile, desktop, tablet and Xbox ordering through an
integrated marketing campaign, Gold Tree will help Pizza Hut increase their digital orders to 75% of all sales.
CAMPAIGN GOALS
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SwOT ANALYSIS
Strengths
Expansive menu
Weaknesses
Perceived as unhealthy
Opportunities
Rebranding on social media
Threats
Papa Johns popularity
App redesign
Frozen pizzas
Local pizza shops
TARGET AUDIENCE
Families come in all shapes and sizes and pizza is rarely eaten alone. Our
famillennial market includes not only young families, who are already huge consumers of pizza, but also many millennials without children who consider their
close friends their family.
Jessica is a hard-working honors student majoring in engineering at a large state university. Her hectic class schedule
constantly keeps her busy. In between classes, exams, study
sessions and job hunting, she sometimes forget to eat. She
needs a healthy, quick option to keep her fueled and ready
to tackle her work, sometimes late into the night.
TARGET AUDIENCE
RESEARCH | SURVEYS
The research team conducted a surveying campaign that yielded 310 responses. When surveyed, 100% of the target demographic reports having access to online ordering services through a variety of technologies including smart phones, tablets,
laptop computers and desktop computers. Our surveys helped to determine how our target audience chooses to order pizza.
Including where they order from, how they order whether it be online, on the phone or in person, and why. Our goal with this
survey was to determine what Pizza Huts largest barriers to reaching their target audience are.
>>> >>>
In conducting a focus group we were able to speak with a variety of individuals within our demographic to determine effective campaign tactics, media placement and creative direction. From our focus group we learned that our target audience is largely influenced by price and convenience when it comes to ordering pizza, this makes them
more susceptible to order from companies who cater to those needs.
TASTE + CONVENIENCE
>>>
PARTICIPANTS SAID THAT THEY ARE MORE LIKELY TO ORDER repeatedly FROM COMPANIES
WITH GOOD REWARDS PROGRAMs.
Competitor analysis
Dominos
Dominos receives the majority of their orders via
online at 68%. They offer various tools that contribute to this statistic. With their pizza tracker that
displays what stage the order is in, the Dom voice
ordering system, or the 5-star rated app, Dominos
has figured out a way to capitalize on the online
ordering frenzy.
Little Caesars
Being a ready-to-go pizzeria means that there is no
real need for an online ordering system, therefore
Little Caesars offers a website that describes the different pizza options and a store locator. Besides that
they have no presence in online ordering and rely on
the on the on-the-go consumer for their orders.
Papa Johns
Papa Johns is doing what it can to achieve some
presence in the online ordering market space. They
offer both desktop and mobile applications ordering
options, however, both have received numerous criticisms including a low 2-star rating in app stores.
Papa Johns relies on making the connection with
the CEO, Papa John, and the consumer while not
being concerned with the manner with which the
order was made.
Ma & Pa Pizzeria
Ma & Pa pizzerias really rely on the word-of-mouth
of the community for their orders. Most all pizzerias
offer at least a website the shows the consumer the
menu, locations and contact but few use online for
ordering or outsource to a third party delivery service.
Pizza Hut is viewed as a sit-down restaurant more than an online ordering service
Advertisements dont adequately represent the different ordering options
Convenience and accessibility to online ordering options are not optimal
Consumers show response to habitual deals or rewards programs that are easy to use
Advertisements arent seen or remembered by target market
Gold Tree plans to turn these obstacles into opportunities in order accomplish our campaign goals.
research summary
Through increasing the awareness of online ordering options, special pricing and ordering benefits, Pizza Hut can be successful in
increasing online ordering by 32% by the end of 2015
To reach this goal, we need to:
1.
2.
3.
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Responding to our research and poor app reviews, improving customer experience was
a priority when we designed an addition to the Pizza Hut app re-design. Taking into
account Pizza Huts reputation as inaccessible and expensive, as well as the sometimes
thought to be inconvenient process of ordering online, we created an addition the Pizza
Hut app that eases the concerns of accessibility and convenience. The design stays
true to Pizza Huts visual branding in terms of colors, graphics and overall style. With
a personalized interface that makes it easy for customers to log in, order and monitor
their loyalty program process, ordering is easier than ever.
In addition, we have implemented a new technology that will keep us competitive: the
Pizza Hut Global Pizza Positioning System (GPPS). The feature will allow customers to
follow their delivery orders journey from Pizza Hut to their home. This way, customers
have a more accurate delivery time and can plan accordingly--it also ensures a quick
and easy ordering experience. They will also be able to track where there order is in the
delivery queue, as well as see a picture of the delivery driver to give a sense of personalization.
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PROMOTIONS
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Through our research, we found that peoples perceptions of Pizza Hut typically tended to be expensive, unhealthy and inaccessible. However, many didnt even think to
consider Pizza Hut at all when ordering pizza. In order to direct customers to digital ordering as well as increase brand awareness and change brand perception, media
buys have been considered across a variety of mediums reaching a diverse audience.
In order to bring Pizza Hut to the forefront of consumers mind when it comes time to purchase pizza, we have dedicated a large percentage of the budget to media buys to
increase awareness among all platforms.
After analyzing our target audience, Gold Tree create and media and PR strategy to best reach millennials and promote our new campaign. With the goal of making Pizza
Hut go viral, we predominately focused our efforts on digital engagement.
Digital
Sponsored Stories on Snapchat
Promotions
Facebook Competition: Whats
Your Slice?
Google+ AdWords
15-second YouTube Ads
Facebook Ads
Sponsorships
VMAs
Print
People
Sports Illustrated
#WhatsYourSlice promoted
hashtag
Slice Reward Loyalty Program
via Pizza Hut App
Television
3-Part Commercial Series
Twitch Ads
College Playoffs
Promoted Tweets and Instagrams
NFL Games
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CREATIVE STRATEGY
In order to showcase Pizza Huts rebranding, new menu items and exciting new app, we have developed a creative campaign to inform and excite customers. We want to
make Pizza Hut the go-to place for fast digital orders and delicious food.
To advertise Pizza Huts new menu, its customizable options and engage customers digitally, we coined the tagline Whats Your Slice? This tagline represents our campaigns primary concept: the ability to create the perfect personal slice quickly and easily on our new app. This concept directly influenced our social media campaign with
the hashtag #WhatsYourSlice on all campaign posts.
The More Slices, Less Dough. program fits within our overarching theme and works to accomplish our primary goal: increasing digital orders. The program will only be
available through orders on tablets, laptops, phones, Xbox, etc.
Pizza Huts recent re-branding allowed us to get especially creative when it came to the voice of our campaign. We kept the copy of our ads, social medias and script of our
commercials fun and witty. Our distinct brand personality sets Pizza Hut apart from the competition and appeals to our target market.
commercials
Entertaining, yet informative commercials will promote the Pizza Hut brand and the new easy ordering features. We will illustrate these features with a series of 2 15-second commercials l to encourage online orders, promote new apps features and our loyalty program. The first spot focuses on the Wheres My Slice? Global Pizza Positioning System (G.P.P.S), the second highlights the More Slices Less Dough: Slices Loyalty Program. To engage and entertain viewers, we opted for a playful plot line and
a lighthearted script. The cheesy (pun intended) undertones to our stories show Pizza Huts ability to take accountability for their somewhat negative reputation and poke
some fun at themselves. It also showcases their sense of humor, unique brand voice and brings Pizza Hut back to the forefront of consumers minds with a memorable
commercial advertisement. Our 2-part strategy will be perfect for playing throughout football games, the VMAs and other highly-viewed broadcasts.
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COMmERCIAL Spot #1
[opens on Kim snapping a picture of her credit
card on the phone as Brian begins]
*Doorbell rings*
The delivery driver walks in and smacks a giant
pepperoni badge on the guys chest.
Commercial ends with Brian wondering what
comes next in the promotion
COMMERCIAL SPOT #2
Music is thumping; Kim & Brian are hosting a
party
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PRINT ADS
Knowing that we need to emphasize Pizza Huts new
taste, showcase their recent rebranding style and
promote digital ordering, we decided to create print
ads that met these 3 goals in an eye-catching way.
Our copy promotes the immediacy that comes with
ordering online along with the ability to track your
order.
Our visuals are sleek and promote the digital ordering
experience by creating a physical connection.
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PRINT ADS
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Bryan B
Bryan B
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Snapchat
Position Pizza Hut as a digital leader by
using a relatively new social media platform
to engage
Create a promoted Snapchat story visible
for 24 hours to reach people in the target
market
Maintain a Pizza Hut Snapchat account and
provide exciting images of menu items,
funny video shorts all while promoting
online ordering
Provide opportunity to screenshot a
photo from a story with discount codes that
can only be redeemed on digital ordering
platforms
Facebook
Promote the Facebook Whats Your Slice
campaign and contest to our 22M followers
Consistently share information about Pizza
Hut deals, online ordering and events
Share Pizza Hut commercials and BuzzFeed
content
Instagram
Regularly post on Pizza Hut account which
currently has 151k followers
Purchase promoted Instagrams that feature
menu items in a creatively visual way and
target our specific demographic
Incorporate #WhatsYourSlice into captions
of account and promoted posts
Twitch
Commercial and banner ads during peak
viewing of League of Legends Championship
Encourage digital orders during viewing
YouTube
Purchase 15 second ad spots on popular YouTube videos that reach out target
demographic
Create instructional video with step-by-step
instructions for mobile and online ordering
Share videos of the celebrity delivery, Pizza
Hut commercials and contest winners
Pinterest
Create boards with different pizza topic
ideas, healthy pizza varieties, etc.
Repin posts made by followers to increase
online engagement
OCTOBER
AUGUST
SEPTEMBER
NFL START
-Promoted Snapchat
BUZZFEED
-Quiz
-Sponsored Content
NOVEMBER
DECEMBER
NFL
VMAs
-Commercials posted online
-Snapchat Celebrity Pizza
-#WhatsYourSlice
-Live tweeting
-Superbowl Playoffs
-Promo Snapchat
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After research on how much Pizza Hut has spent annually over the past two years on marketing, we found that an average of around 240 Million dollars was
spent a year. Because we are only planning for 6 months worth of the budget, we cut the previous budget in half and settled on a budget of $100 Million. This
way we could cover our four major categories while saving money due to the recent rebranding of Pizza Hut. The majority of the budget was spent on the digital
media: Google, Facebook, and YouTube. To evaluate the effectiveness of our campaign and track progress, we will conduct ongoing and periodic evaluations of
our creative and placement efforts.
BUDGET SUMMARY
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EVALUATION
We will evaluate our campaign through engagement levels of our social media and measuring the increase in amount of digital orders placed.
Campaign Evaluation:
Engagement levels of our social medias
Increase in digital buys
Volume of Pizza Hut conversation on digital platforms
Quantitative:
Track Facebook, Twitter, Instagram, Snapchat, YouTube, Pinterest engagement through number of likes, followers and shares.
Monitor website and app traffic, as well as number of digital orders through all channels and sales increases
Determine ROI of commercial, print and digital ads through number of impressions and viewers
Track number of loyalty program participants
Qualitative:
Observe and respond to customers reviews and comments on social media
Media buzz around campaign ads
Read and respond to app reviews
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RETURN ON INVESTMENT
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SOURCES
$1M." Advertising Age Digital RSS. 2 Apr. 2014. Web. 27 Jan. 2015.
Duggan, Maeve. "Additional Analysis." Pew Research Centers Internet American Life Project RSS. 27 Oct. 2013. Web. 27 Jan. 2015. <http://www.pewinternet.org/2013/10/28/additional-analysis/>.
Duggan, Maeve, Nicole Ellison, Cliff Lampe, Amanda Lenhart, and Mary Madden. "Social Media Update 2014." Pew Research Centers Internet American Life Project RSS. 9 Jan. 2015. Web. 24 Jan. 2015. <http://www.pewinternet.
org/2015/01/09/social-media-update-2014/>.
Eadicicco, Lisa. "10 Facts About Twitch, The Company That Amazon Is Buying, That Will Blow Your Mind." Business Insider. Business Insider, Inc, 25 Aug. 2014. Web. 27 Feb. 2015.
"MTV Video Music Awards: Number of Viewers 2014 | Statistic." Statista. Web. 27 Mar. 2015.
McDermott, John. "How Pinterest Is Selling Ads to Agencies - Digiday." Digiday. 26 Mar. 2014. Web. 12 Dec. 2014.
Morrison, Maureen. "Pizza Hut Launches Creative Review." Advertising Age Agency News RSS. 18 June 2013. Web. 18 Nov. 2014.
"NEARLY 75% OF CONSUMERS REMEMBER AN AD WHEN VIEWED ACROSS MEDIA PLATFORMS." Neilsen, 29 Sept. 2011. Web. 11 Dec. 2014.
"Number of Social Media Interactions per Awards Show 2014 | Statistic." Statista. Web. 27 Jan. 2015.
Roose, Kevin. "Snapchat Discover Could Be the Biggest Thing in News since Twitter." Fusion. 11 Feb. 2015. Web. 27 Feb. 2015.
Sloane, Garett. "Snapchat Is Asking Brands for $750,000 to Advertise and Won't Budge." AdWeek. 14 Jan. 2015. Web. 27 Jan. 2015. <http://www.adweek.com/news/technology/snapchat-asks-brands-750000-advertise-and-wontbudge-162359>.
Woollaston, Victoria. "Snapchat Is Now More Popular than Twitter: Number of Young People Using App Has DOUBLED in Less than a Year." Mail Online. Associated Newspapers, 12 Aug. 2014. Web. 27 Feb. 2015.
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