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HI THERE! Hello Ron and Dawn, We are 3.14, a full service, creatively driven advertising agency that strives to create strong and proactive relations between good companies and their customers. We believe that it doesn’t matter where, how, or in what medium an idea is expressed, you just have to start with a good one. This campaign has been handcrafted for PizzaRev Santa Ana after months of research and it is designed to shape the ideal consumer behavior for you. We recognize your background in business and have taken a pragmatic approach to this assignment as a result. However, we believe this campaign’s potential should go beyond fiction. We believe that this creativity led and strategy driven campaign is both realistic and practical enough to be implemented at PizzaRev in the 2018/2019 year. Regardless of the outcome of this competition, 3.14 would like to sincerely thank you for graciously volunteering to work with our class. It has been such an honor to have you as a client and we hope that is reflected in our work, enjoy! Best,
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MEET THE TEAM
Phyna, Account Amelia, Media Ashley, Strategy
Emma, Creative
Clay, Production Mel, Experiental
Justine, Copy
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TABLE OF CONTENTS EXECUTIVE SUMMARY AND STRATEGY............................................ 4 HISTORY AND OBJECTIVES...............5 RESEARCH........................................... 6 COMPETITIVE LANDSCAPE/ SWOT ANALYSIS................................. 9 TARGET MARKETS............................. 10 CREATIVE GUIDELINES..................... 13 CREATIVE VISION.............................. 14 BIG IDEA............................................. 15 BRANDING......................................... 16 DIGITAL STRATEGY............................ 17 IN-STORE EXECUTIONS................... 19 OOH EXECUTIONS............................ 22 MEDIA PLAN...................................... 25 MEDIA OBJECTIVES.......................... 26 BUDGET.............................................. 28 CONCLUSION.................................... 29 SOURCES............................................ 30 FINAL THOUGHTS............................. 31
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EXECUTIVE SUMMARY The customizable pizza trend first broke in 2012 and PizzaRev was one of the first players in the game. Nicholas Eckerman revolutionized the industry by changing one key feature, speed. His goal was to provide people with high quality, customizable pizza they can eat on their lunch break. Ths concept shot PizzaRev into success and the brand quickly became one of CNBC’s “10 Brands to Watch”. As we approach 2018 the PizzaRev brand has expanded to more than 1,000 locations, including Santa Ana, California! However, due to an oversaturated market in Orange County, numerous national brand revamps, and a cultural disconnect PizzaRev Santa Ana has suffered a loss of sales and foot traffic. We are so proud to work with a brand that revolutionized the industry once and we believe it is time to do it again. In the pages ahead we have laid out just how and why we believe this is the best strategy to revive the location and brand, once slice at a time. To achieve the goals outlined in this book we will use a three part strategy.
TARGETED While most agencies would look at the small radius our of target demographic as an obstacle, we have chosen to use it to our advantage. Our target audiences do not consist of vague “businessmen” or millenials at large. Due to our targeted approach we know exactly who we are talking to and how to insert PizzaRev into their lifestyles.
PRACTICAL We are fully aware that PizzaRev Santa Ana has a different spending budget than PizzaRev national and have adjusted our budget accordingly.
APPLICABLE
We value your time as well as our own. That is why we didn’t pitch a hypothetical, unrealistic campaign. The big idea and executions we will reveal in a moment can be easily and quickly implemented at the Santa Ana location.
BRIEF HISTORY PizzaRev was founded in 2012 by a 15-year-old foodie named Nicolas Eckerman. He first started cooking at a bowling alley in his hometown which later encouraged him to pursue a culinary career after college. He wanted to offer a higher quality concept to the pizza world. He pitched the idea to his father and Irv Zuckerman who were both former CEOs of Clear Channel Entertainment. In about three years, PizzaRev has expanded across the country and was named as one of the “10 Brands to Watch� by CNBC. PizzaRev hopes to carry on a legacy of being internationally recognized as a healthier, high-quality pizza movement.
THE OBJECTIVES Differentiate PizzaRev from Competitive Brands Increase Overall Brand Awareness Establish Consistent Brand Positioning Integrate Brand into Community 5
RESEARCH
PRIMARY RESEARCH
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In the Santa Ana community, 78.2% of the people are Hispanic and the median age of an individual is 29 years old. Several headquarters are located in Santa Ana as well, such as Alan B. Whitson Company, Aluminum Precision Products and Ponderosa Builders, meaning there are many business professionals to target within this area. The median household income is $54,521. We conducted a survey including ten questions such as age, occupation, customizable pizza restaurant preference etc. This survey was posted in various Orange County Facebook pages. Here is the list of questions we asked 200 respondents:
Age Orange County city Occupation How often do you eat out? What meal are you most likely to eat out for? How would you describe your eating habits? (check all that apply)
Willingness to try these options on pizza? (check all that apply) Which customizable pizza place have you tried (check all that apply) Which one do you prefer? Why? (taste, quality, proximity, experience, customer service)
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SECONDARY RESEARCH Our secondary research compiled from Simmons, EMarketer, and Media Post was focused more specifically on the Hispanic demographic. The Simmons data pointed out the importance of language in brand communication. Spanish language product labeling, Spanish language websites, and Spanish language advertisements tested significantly higher with the Hispanic demographic. Those exposed to the Spanish language advertisements had higher brand recall and surveyed that they would be more likely to show loyalty/appreciation to the brand. The EMarketer data we pulled focused on our target audience of Hispanic, millennial mothers. The research showed trends in their heavy social media use and willingness to engage with brands online. It also noted high trust levels with brand influencers, especially if the influencer was Hispanic. Mediapost discussed the purchasing power of the Hispanic demographic. Compared to the general market, more hispanics research their purchases online via mobile before and even during their in store shopping experience. How do they research a product? Social. 23.9% of Hispanics vs. 9.2% of all adults used social media to comment on a purchase made before entering a store. 20.9% Hispanics vs. 10.8% of all adults commented on social media while in store. And 20.9% Hispanics vs. 7.5% of all adults wrote a review on a purchase on either social media, a blog, or a forum afterwards. This demographic is tight-knit and values the opinions of one another.
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STRENGTHS
WEAKNESSES
Fast Customizable $6 Tuesday’s/Other instore promotions Gluten free and vegan options Mobile responsiveness (Over 100,000 visits per month)
Brand inconsistency/overall brand awareness Restaurant environment (lack of consistency with decor, employee uniforms etc.) Location of the restaurant
OPPORTUNITIES
THREATS
Adding new specialty toppings Global expansion Brand recognition and spreading brand awareness
Customizable pizza is a popular trend among restaurants (Blaze, Pizza Press, Pieology, etc.) Rising prices of pizza ingredients
KEY INSIGHTS MAKE IT REVOLUTIONARY
There is nothing new or revolutionary about customizable pizza, we want to create an exciting brand in what has become a saturated market
KEEP IT COHESIVE
The branding of PizzaRev and store atmosphere are not consistent in feel or design, we aim to change that to a cohesive image
COMMUNITY ENVIRONMENT
An important part of our campaign is connecting with the community through events in and out of store, to make PizzaRev the go-to restaurant in Santa Ana
Perception Map Variety
Ideal
Speed
Quality
Our research determined there are four main differentiating categories within the quick service pizza restaurants; variety, speed, quality, and price. We looked at these four characteristics and compared the top competitors in our geographical demographic; Pizza Press, Blaze, Pieology, and PizzaRev. Unfortunately we’ve concluded that PizzaRev is not the leading force in any of the categories, however our campaign aims to push PizzaRev to forefront of the variety and quality.
Current
Price
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TA R G E T M A R K E T S 10
primar y MEET STEPHEN Working Professionals Cubicle life is nothing to complain about when you work at Amusement Park. The advertising agency located in downtown Santa Ana has been Stephan’s home for the last 5 years and his coworkers are his second family. Stephan has found that his co-workers have become more like friends than acquaintances from work. The Amusement Park team regularly goes out to local spots for lunch or to grab a beer after work. The long hours don’t bother Stephan as much as they bother his pup Beau. Stephan might not have any children but he is a dedicated dog lover and has the Instagram to prove it.
secondar y MEET OLIVIA Millennial Moms This woman has single-handedly rewritten the job description of the stay-at-home mom. She lives with her husband and three little ones in a cozy, three-bedroom, Spanish style home in Santa Ana. When she’s not at PTA meetings, racing to soccer practice, or orchestrating family gatherings she uses her social platforms and blog, Dreams In Spanglish, to share her experiences as a mother, meltdowns and all. Despite how similar her kiddos look, they all have very particular food preferences and Olivia’s busy schedule leaves little time for customized home-cooked meals. While eating out Olivia is not willing to compromise on quality ingredients or quality Instagram-worthy content.
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ter tiar y MEET DANIEL Young, Hungry Men Voted “Most Likely to Shake Hands and Kiss Babies,” Daniel was born for success. He made varsity soccer his sophomore year and is finishing his senior year as captain. His appetite for victory is only outmatched by his appetite for the post-game dinner party. Daniel’s other extracurricular activities include his work as the student body treasurer of Santa Ana High School, which is where he met Jamie. It only took him three years to confess his feelings for her but the two have been going steady ever since. Although they have their ups and downs Daniel always knows the best way to cheer Jamie up, an entire box of pizza and a jumbo bag of hot cheetos.
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VISUAL GUIDELINES • Bright photographs
CREATIVE STRATEGY While our new brand direction will add some flavor to the PizzaRev branding we are dedicated to staying consistent with PizzaRev’s national brand.
C R E AT I V E
• Eye-catching color palette of bright red, pink, turquoise, and blue
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CREATIVE VISION
THE SLICE APPROACH
Our Target Audience values the convenience of quick service customizable pizza but they are not willing to settle for standard, bland topping options. The solution is simple: PizzaRev will combine the convenience of a QSR with the experience of specialty pizza restaurant.
STORY
For Stephan, it’s the perfect lunch break with his eclectic group of coworkers when the thought of another bagel run is too much to bear. For Olivia, it’s the chance to satisfy her kids particular palates while also diversifying her preferences and Instagram content. And for Daniel, it is both the ultimate date night destination with his special lady and the go-to post-game place to binge eat with the boys.
TONE
Colorful, vibrant, and rebellious
BIG IDEA
Enter the big idea...
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THE BIG IDEA
REBEL AGAINST THE ORDINARY.
REBEL AGAINST THE ORDINARY. The PizzaRev customers are not an indecisive bunch, they know what they want and they know when they want it. Our target audience is not satisfied with the average, the standard or the ordinary. That’s why PizzaRev is revolutionizing the quick service pizza industry once
again by encouraging its customers to Rebel Against the Ordinary. This campaign will highlight the convenience of PizzaRev pizza while simultaneously enticing their adventurous nature with a diverse range of customizable options, a stimulating in store environment
and immersive presence in the community of Santa Ana. We aspire to make PizzaRev an Orange County must-eat destination spot and an Instagram worthy experience.
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THE BRANDING NEW MENU
With big name brands like Blaze and Pieology entering the game, customizable pizza is no longer revolutionary. So how do we differentiate PizzaRev in this saturated market? By taking the convenience of customizable pizza and combining it with the experience of specialty pizza. Our new anti-ordinary menu will contain fun, unique options like avocado, shrimp, fried eggs, mac n cheese, hot cheetos, jalapeno peppers, chorizo, pears, pickles, and prosciutto!
NEW BOX
Our campaign is anything but square, and to reflect that we have partnered with a designer to create a round, individually sliced, anti ordinary box. This will visibly set us apart from our competitors and further solidify our big idea.
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REBEL AGAINST THE ORDINARY
NEW UNIFORM
PizzaRev is an ever changing and adaptive brand. However the constant changing of the logo and inconsistent branding has hurt PizzaRev’s overall brand awareness. To combat this issue the Rebel Against the Ordinary campaign will stretch across all aspects of merchandise and give the brand a coherent look and feel.
Our secondary research showed that the Hispanic demographic relies heavily on social for research prior to making a purchase decision. PizzaRev will be top of mind and top of feed with sponsored Facebook and Yelp reviews, geographically targeted in Orange County. Discounts will also be offered for Facebook check-ins and tweets with the hashtag #RebelAgainstOrdinary!
SNAPCHAT GEOFILTER We decided to create a Snapchat geofilter that would be available for anyone located in the Santa Ana area. On Tuesdays, the Snapchat geotag would feature PizzaRev’s amazing $6 Tuesday deal. This is an important asset to our campaign because Snapchat is a major social media platform used today. With over 178 million users a day, this geofilter will help spread brand awareness within the Santa Ana community.
D I G I TA L
ONLINE REVIEWS AND CHECK-INS
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INFLUENCERS In influencers, we trust. Stephan, Olivia, and Daniel all stay up to date with their favorite influencers for fashion, music and food recommendations. PizzaRev will find it’s rightful place as a trustworthy hot spot by partnering with relevant Hispanic influencers such as Amar Santana, an Orange County restaurant owner, Sondra Barker, a Hispanic Foodie, and Pattie Cordova, a Hispanic Mom Blogger!
LOCATION-BASED ADS PARTNERSHIPS The Rebel Against the Ordinary campaign is chalk full of shareability factors. Our new menu and specialty toppings scream for a Facebook status update so we will partner with Insider Food and Tasty to get the word out!
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We looked at the small location radius as a major strategic advantage during our campaign planning. We are confident that Rebel Against the Ordinary will be successful in the Santa Ana area, and to ensure that our message gets into the right hands, we will rely on geographically targeted social ads.
SPANISH LANGUAGE INGREDIENT LABELING & MENU OPTIONS Our Simmons data highlight the importance of language in brand communication. Hispanic consumers exposed to Spanish ingredient labeling & menu options rated higher in brand recognition and loyalty. Stephan, Olivia and Daniel all appreciate and value the extra effort of PizzaRev communicating in the familiar language.
TAP TAKEOVER The city of Santa Ana may be small in size but the beer community is thriving. PizzaRev will tap into this population by hosting Tap Takeovers on the first Thursday of every month. Local breweries such as The Good Beer Company, Cismontane Brewing Company, and Network Brewery will be given the opportunity to preview a selection of signature beers for PizzaRev customers to try while they enjoy their speciality pizzas.
EXECUTIONS
IN STORE
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LATE NIGHT SLICE
PUPPIES N PINTS
Our agency recommends extending the business hours to compete with other quick service pizza restaurants and accommodate the late night lifestyle of our working professionals and young, hungry men. To promote these new hours PizzaRev will be offering free garlic bread with the purchase of a build your own pizza from the hours of 10PM to 1AM.
Calling all dog lovers! PizzaRev is the newest destination for your furry friends. Every Sunday starting at 4:00 PM, PizzaRev Santa Ana will offer half priced pints when customers arrive with a leash in hand. This event will be the highlight of Stephan’s instagram feed and his coworkers never miss an opportunity to grab a beer.
JUMBO BOARD GAMES PizzaRev prides itself on speed but Olivia and Daniel both value the conversations and interactions that occur over a good meal. To create an environment that stimulates this kind of engagement PizzaRev will invest in a fun array of jumbo sized board games! These games will entertain all age ranges and encourage our customers to spend more quality time in store.
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THORPE ELEMENTARY BACK TO SCHOOL FUNDRAISER Olivia is balancing back to school shopping lists, new uniforms, and first day jitters for all three of her little ones and PizzaRev is taking some of the burden off her shoulders by hosting a back to school fundraiser! The night before classes start in fall, families and students of Thorpe Elementary School can gather around a pizza and raise money for the upcoming school year!
SANTA ANA HIGH SCHOOL ATHLETIC PROGRAM FUNDRAISER Daniel is a star player on and off the field and to fuel his hunger for the game PizzaRev will be partnering with the Santa Ana High School Athletic Program to host the post-game pizza party! Every customer who comes in wearing Santa Ana High School spirit gear after a home game and 20% of every purchase made will be donated to the program!
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OUT OF HOME PIZZAREV MURAL The community and culture of Santa is both vibrant and colorful. In order to establish PizzaRev within this community we will ditch traditional out-of-home advertising and instead install a beautiful mural in the heart of Santa Ana. The mural will be painted live at the Santa Ana Art Walk and include the PizzaRev logo with a fun, brand relevant twist to connect with our target audiences and give back to the city.
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REBEL AGAINST THE ORDINARY.
SANTA ANA RESTAURANT WEEK
The Santa Ana Restaurant Week is a whistle-stop tour of the city’s favorite eats. The week long event highlights the must-eat restaurants in the city and once our Rebel Against the Ordinary campaign is in full swing PizzaRev will be at the top of that list.
SANTA ANA ART WALK Downtown Santa Ana is known as an independent and unexpected urban center of Orange County. Once a month the city hosts an Art Walk to gather local artist and cultivate creativity. All three of target personas, Olivia, Daniel and Stephan look forward to this event every month because of the combination of strong community connection and captivating entertainment. PizzaRev will participate in this event by offering an Artist Discount on any sized pizza for all of the featured artists in the walk!
SANTA ANA HIGH SCHOOL ATHELTIC PROGRAM TAILGATE Santa Ana High School is home of the Saints and our tertiary target audience. To connect with the young and hungry high school students PizzaRev will partner with the Santa Ana High School Athletic Program to host all of the home game tailgates.
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SANTA ANA GOLDEN YEARS MARKET The Santa Ana Golden Years Market comes to the streets of Downtown Santa Ana three times a year. The clothing, vinyls, and art sold is anything but ordinary just as the people who attend the market! PizzaRev will partner with the Golden Years Market.
L FESTIVAL SPONSERSHIP PizzaRev Santa Ana will use it’s second tier budget to sponsor the L Festival, a Latino American music, food, and art festival. This two day festival features 30+ artist such as Daddy Yankee, Luis Fonsi, and J Balvin. Our target audiences will each connect to this festival in various ways and seeing the event is sponsored by PizzaRev will create a strong and positive brand perception.
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MEDIA OBJECTIVES & STRATEGIES
MEDIA MARKETS The following are the markets where paid advertising will be targeted. Our primary market will have a heavier saturation in advertising than secondary markets.
MEDIA
We recommend focusing on promoted social media posts, outdoor installments, partnerships with digital sites and advertisements on paid subscription services in the PizzaRev 2017 campaign. We focused on digital ad spending to maximize the efficiency of the budget and because this is the type of media that is most likely to be seen by our target audiences.
PRIMARY: SANTA ANA, ORANGE COUNTY
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OBJECTIVES & STRATEGIES 1. Promote PizzaRev’s social media presence by using paid posts on Facebook and Instagram to increase brand awareness. 2. Partnering with large online presences such as Buzzfeed Tasty, Business Insider and Twisted Food to showcase our new and exciting pizza options. 3. To increase awareness in our target market and reach new markets, we are going to focus part of the budget on outdoor media including a large and colorful mural in the downtown Santa Ana area, as well as billboards. 4. We are going to focus our money on having ad placements on paid subscription services such as Hulu and HBO, which are more popular among our target audience. 5. We will also have PizzaRev ads on services such as Spotify and Soundcloud, that are also more common among our target demographic as opposed to traditional radio ads. 6. Seasonal menu options (Pumpkin Spice Pizza)
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MEDIA FLOWCHART The media flowchart and budget includes the cost of advertising, executions, production costs and an agency fee.
Q1 January Outdoor
February
Q2 March
April
May
Q3 June
July
August
Q4 September
October
November
December Cost
Tranist Billboards Digital
4,100
Website Ads Online Commercial Google Adwords Facebook/Instagram promoted posts Sponsored Yelp Check-ins Executions
2,525
Menu re-do Tap Takeover Puppies N Pints Board Games SAHS Fundraiser Elementary fundraiser Sponsored Concert
9,500
Mural SAHS Tailgate Restaurant Week Art Walk Golden Years Market Additional Costs PR & Promos
5,225
Production
3,400
Media & Agency Fees Total
2,250 $35,980
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BUDGET Advertising: $4,100 Outdoor: $4,100 PR, Promos: $8,025 Concert: $2,800 Production: $3,400 Media & Agency Fees: 2,250 Total = $17,775
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Outdoor: Transit/Billboards Promoted Posts, Sponsored Yelp Check-In’s Executions: Campaigns, Instagram Contests, Facebook Contests, T-Shirt/Uniforms, Menu
POST-TESTING & CONCLUSION Through our primary and secondary research on PizzaRev Santa Ana, we were able to identify objectives that we wanted to complete through this campaign. Our objectives included differentiating PizzaRev from its competition, increasing brand awareness, establishing solid brand positioning and finally integrating the brand into the community. Our survey results displayed a major preference for other buildyour-own pizza restaurants and most respondents were open to trying new adventurous toppings on their pizza. After gaining these results, we found it would be best to add new, anti-ordinary toppings to the menu such as avocado, shrimp and fried eggs. Through the development of our target personas, we were able to hone in on who we wanted this campaign to directly affect. We decided to further our objectives by promoting PizzaRev’s social media presence, creating outdoor media and placing advertisements on music streaming platforms as well as paid subscription services. Our goal for this campaign was to rebel against the ordinary and to ultimately create a better brand presence in the Santa Ana community.
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SOURCES https://www.mediapost.com/publications/article/307790/3-key-insights-for-a-winning-hispanic-marketing-st.html https://www.mediapost.com/publications/article/298743/millennials-and-gen-z-are-the-hispanic-market.html https://www.emarketer.com/Article/US-Hispanic-Mothers-Not-One-Size-Fits-All-Audience/1013200 http://www.santaanarestaurantweek.com
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FINAL THOUGHTS We were challenged with the task of making PizzaRev relevant to the Santa Ana community. We built the foundation of this campaign with extensive research, a deep understanding of our geographical environment, and compelling statistics. By implementing creative executions based off this foundation, we created a campaign that not only positions PizzaRev as relevant, but as a product our target will go out of their way to attain. By leveling with our audience and recognizing their daily lifestyles and behaviors, we did much more than just stand out in an oversaturated market, we completely shifted the perception of the category itself. And PizzaRev will be the first to do it. Thank you again for your consideration.
Best,
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