1
table of contents
2
Brand + History Key Insights + Objectives Methodology Situational analysis Customer + Target Analysis + Brand Promise Customer Insights Customer Insights cont. target Segments Creative Brief Campaign Strategy TV Print Mobile Promotions Digital Social Media Pre-testing Media Execution + Budget Media overview Media Placement Media Flow Chart Creative Evaluation Campaign Summary appendix
3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
Brand + History In 1958, Frank and Dan Carney borrowed $600 to start a pizzeria(1). Fast forward six decades, and that one pizzeria has grown into the largest pizza chain in the world. Pizza Hut is an innovator. They were the first to have home delivery in 1986. The first to introduce cheese stuffed crust in 1995. They were the first thing purchased online in 1994(2). And, they provided online ordering through Xbox in 2013. Talk about innovation. Pizza Hut knows what their customers want. They’ve revamped their brand to connect to their target more and give the people want they want. And that’s what they want in a company. With quality ingredients and the highest level of service, Pizza Hut is more devoted than ever. Pizza Hut is now making it easier (and faster) to get the consumer their food. It’s not just about the pizza anymore. It’s about the consumer.
Executive Summary
Online ordering is the new frontier for pizza in the digital age. As the United States becomes digitally empowered and moves purchasing habits online, Pizza Hut must follow. The real challenge? Converting the phone call lovers into digital order lovers. Customers find it challenging to put trust in online ordering when it comes to food. T-Minus Advertising has done its homework in order to learn more about the concerns that these customers have. Through research and analysis, we discovered the factors explaining the struggles with their online ordering experiences. They state that online ordering lacks a human element and that it is time consuming. There is also an uncertainty with whether or not online orders are sent safely and delivered to the nearest Pizza Hut. How does Pizza Hut convert these non-believers of online ordering? Through an enlightening creative execution and promotional heavy campaign that involves the customers. It’s time for Pizza Hut customers to believe in something new; don’t fear digital. T-Minus Advertising will show the target that Pizza Hut’s online ordering system is easier than they expected. Our target segments will be challenged to try Pizza Hut’s digital ordering by our promotional events and social media contests. There are scarier things than ordering food through an app. And, there are more dangerous and riskier things than an online pizza app. Through a fully integrated marketing campaign, we will show the targets that Pizza Hut online ordering is trustworthy, safe, and fearless.
3
research Key Insights
We order pizza to comfort. To celebrate. To complement nearly any event. Pizza is an emotional food. In turn, the ordering process is also charged with emotion. Say our phone call is dropped or there is an error. Being upset can sometimes be an understatement for some people. Ordering by phone is a secure, time-tested method of ensuring that our pizza order gets processed and delivered correctly. When it comes to digital ordering, it can be an anxiety-ridden process. Our research uncovered at every stage a pervasive concern surrounding digital ordering. By focusing on the fact that digital ordering is just as safe, secure, and convenient as ordering by phone, we seek to convert existing customers. Pizza is an emotional food. Ordering food is an emotional process. Ordering through the phone has been known to be a secure, time-tested method. Our target sees digital ordering as an anxiety-ridden process.
Objectives
Through an analysis of the potential dependent and independent variables, we concluded that pizza preference and ordering preference are both largely lifestyle choices. Additionally, we seek to alleviate feelings of mistrust, insecurity, and inconvenience surrounding the online ordering experience for existing customers. Therefore, our hypothesis is formulated as follows: Through an integrative, multimedia campaign that invites existing call-order customers to convert to online and/or mobile ordering, overcomes perception levels of mistrust, insecurity, and inconvenience toward Pizza Hut’s digital ordering systems will decrease by relating Pizza Hut’s digital ordering capabilities to fit the emotional lifestyle needs of men aged 18-24, women aged 18-24, and women aged 25-34. Pizza is an emotional, social experience. It follows the best of celebrations and it helps console the deepest of sorrows. It’s the food for cheering on your favorite team or for reconnecting with friends. And, it’s the food you order when you feel tired and defeated. For many Americans, Pizza Hut is just one of these memories; for many others, it’s still a quintessential part of life. Wherever Pizza Hut is positioned in the mind of the consumer, one thing is certain: Pizza Hut has always been there. It’s always provided the most definitive and innovative pizza experience, both in-restaurant and through delivery. And today, we’d like to invite consumers, both core customers and those who think back fondly of their experiences with the company, to see how Pizza Hut’s online experience is simply an extension of their modern lives. Simply put: the Pizza Hut digital experience is always within reach, just as it always has been. Through the myriad life events in which people share pizza, we seek to show how Pizza Hut’s digital ordering experience is easy, safe, reliable, and natural to use.
4
Methodology 9 INTERVIEWS // 180 QUESTIONS millenials + generation x
2 FOCUS GROUPS // 25+
millennials focus on pizza ordering + preference focus on media habits (second one)
three SURVEYS // 493 PIZZA LOVIN’ PARTICIPANTS // 4466 FRESH DATA POINTS awareness and use of pizza hut services smartphone and online media habits
MRI+ PRODUCT 2013 DATABASE pizza hut usage
EXPERIAN HITWISE DATA
tracking who visits pizzahut.com and how
5
situation analysis When we looked at Pizza Hut’s position in the market, several things immediately stood out to us. Pizza Hut’s greatest strength lies in its innovative, historical brand equity. It’s known for being a safe choice among parents for dining in and ordering out. Coupled with its strong Gen X and Gen Y rebrand, Pizza Hut aims to situate itself firmly within the lives of digital natives. However, competitors Dominos and Papa John’s have dominated the online ordering market. Dominos’ ordering assistant “Dom” has created high brand equity in digital ordering, and Papa John’s occupies the “fresh and fast” pizza market with its emphasis on ingredients. Pizza Hut’s lack of consistent brand image in advertising has situated it far behind its competitors. With its recent rebranding, however, Pizza Hut stands to gain considerable market share with a bold, consistent message moving forward.
6
Customer + Target Our Customers
Male Millenials (18-24)
Female Millenials (18-24)
Young Mothers (25-34)
Challenges
Our target lacks the motivation and trust to order pizza online. They believe that calling the restaurant is faster, easier, and safer.
On the Bright Side:
Our target market can be persuaded by an innovative approach. This way, they will understand that online ordering is, and really can be, simple and trusting. Millennials know their technology. And our young mothers look for convenience. So, it will be easy for them to find that ordering Pizza Hut online ordering is easier and faster than calling.
7
analysis + BRAND PROMISE When we looked at Pizza Hut’s position in the market, several things immediately stood out to us. Pizza Hut’s greatest strength lies in its innovative, historical brand equity. It’s known for being a safe choice among parents for dining in and ordering out. Coupled with its strong Gen X and Gen Y rebrand, Pizza Hut aims to situate itself firmly within the lives of digital natives. However, competitors Dominos and Papa John's have dominated the online ordering market. Dominos' ordering assistant "Dom" has created high brand equity in digital ordering, and Papa John's occupies the "fresh and fast" pizza market with its emphasis on ingredients. Pizza Hut and its lack of consistent brand image in advertising has situated it far behind its competitors. With its recent rebranding, however, Pizza Hut stands to gain considerable market share with a bold, consistent message moving forward.
Brand Promise The Pizza Hut brand is an institution in American family dining. As a leader of the pizza industry, it serves to push the pizza envelope as far as it possibly can through product and service innovation while staying familiar in the mind of the consumer. Indeed—though Pizza Hut’s latest rebranding effort has radically restructured their menu and image, it was a decision based on innovating while remaining familiar. In order for Pizza Hut to reach a 75% digital order rate, our campaign must show that the online service is right in line with the Pizza Hut brand promise:
Online ordering through Pizza Hut is strikingly modern, yet remarkably inviting.
8
customer insights Millennials want to be able to find food anywhere, anytime. (3) 80% of millennials have a smartphone (4). Millennials are 2.5 times more likely to embrace new digital, social and mobile channels than their predecessors (5).
64% Order pizza or some kind of food online or through mobile app.
58% Aware that Pizza Hut has an online ordering system/mobile app
80% of our target does not use restaurant mobile apps. 63.3% of our target owns a smartphone but has not downloaded any restaurant apps. 11.6% of our target owns a smartphone and has restaurant apps downloaded, but does not use them. 5.6% of our target does not own a smartphone.
9
customer insights Why not digital ordering?
Our research shows that our target audience is lacking motivation to order pizza online or through an app. They are still struggling to get past their trust issues–they want to talk to a person to assure their order is correct. Millennials are looking for the most convenient and fastest way to do things and they are under the perception that online/in app ordering actually takes longer than just calling and talking with someone on the phone.
“To me it is much easier to order on the phone. That way I can find out my total price, time, and know that the place understands what I want. I’d rather talk to someone than order through technology.” –Millennial Female “It takes longer than picking up the phone and saying what you want. Plus I like to talk to someone to verify that is what I’m getting. I like that it is more personal to talk to a real person than an app or online.” –Millennial Male “It is easier and more personable to call and talk to a person about what you want.” –Millennial Mom
10
Target segments Suzy: Power Mom. Say hello to Suzy. She’s a 34 year-old mother of three and wife to a goofball husband in the metropolitan Chicago area. She works as an insurance agent and brings in 50k annually for her family. She loves listening to 90’s hits on Pandora and Sirius XM at work and in transit. She sets aside special weekend time for A&E and Bravo. Yeah, Suzy’s all that—and she loves Pizza Hut. She posted about her favorite pizza from the new menu on Facebook and Pinterest after finding a deal online. And even though she is online so often, she is hesitant to order digitally due to safety concerns.
Mark: Classic Dude. Get to know Mark. He’s a 19 year-old business major at the University of Tennessee. When he’s not working as an associate at the campus fitness center, he’s usually hanging out with his fraternity brothers watching sports on ESPN and Fox Sports. He’s selective about his social media, using only Twitter and Snapchat to keep in touch, and he prefers playing sports to playing video games. Mark likes to think of himself as a classic guy—he loves Pizza Hut, but he doesn’t like ordering online. He calls in his favorite pizza because he needs to be sure it’s done correctly.
Taylor: Free Spirit.
11
Hang out with Taylor. She’s a fun, loving 23 year-old from Newport Beach, California, who lives with her boyfriend and her two rescue dogs. She splits her time between a local yoga studio, where she’s an instructor, and a fairtrade coffee shop, where she’s a barista. Her Instagram account has over 5,000 followers, and her handmade, recycled jewelry was once a best seller on Etsy. Taylor lets her curiosity guide her—that’s why Pizza Hut is so exciting. Even though she prefers talking and connecting with other people, she admits that she would consider ordering digitally. The only thing holding her back is the perception that it takes longer.
Creative Brief What our target thinks now: Digital ordering is not a trustworthy service, may take longer, and is riskier. How We’re Gonna Do It: Don’t Fear Digital. What we want our target to think: Digital ordering through Pizza Hut is just as easy, convenient, faster, and trustworthy as ordering over the phone. There has been evidence supporting the fact that the consumer has lack of trust and lack of motivation when it comes to ordering digitally. We need to make something that is seen as inconvenient as convenient and even easier. Millennials and mothers have a tendency to live hectic, busy lives. So, why not make it easier for them? That’s where Pizza Hut’s digital ordering comes in. By making a profile, ordering Pizza Hut becomes so much faster. Know what you want? Ordering digitally can take as little as two minutes. Ordering digitally, in a sense, revolves around the consumer. Pizza Hut is now the co-star to the consumers show. It’s about making things easier for them. Faster. And convenient.
Executional Guidelines
We need to show that digital ordering is faster and just as trustworthy as ordering over the phone. Due to high conversion rates, promotion for digital ordering needs to come off as fun and extremely interactive. We still need to keep the personal factor when it comes to digital ordering.
12
Campaign Strategy According to our research, the largest number of Pizza Hut customers are located in the South (states). T-Minus wanted to find a way to encourage and persuade millennials and young mothers to create a profile on the digital app as well as continuing using it. For T-Minus, it just made sense to partner up with NASCAR. Not only does it appeal to Pizza Hut’s Southern demographic, but it also appeals to 24% of the Midwest (6). Even though the target uses their smartphones and computers everyday, they still have trust issues when it comes to ordering digitally. This target also seems to purchase clothes online, but still seems hesitant to order food digitally. There are many things in the world that are more dangerous, scarier, and riskier than ordering food digitally. NASCAR is one of those things. T-Minus wants the target to “Proceed Without Caution.�
13
Tv SFX: SHOP NOISES Mechanic 1: Say, what time is it? Mechanic 2: Close to lunch. What are you thinking?
Mechanic 1 (VO): I’m thinking Pizza Hut. You like that idea? I’ll give them a call.
Mechanic 3: Oh, no dude, don’t do that. The app is way better.
Mechanic 1: I don’t know man. It seems kind of scary to me.
Mechanic 3: What’s there to be scared of? It’s just an app. There’s nothing dangerous about it.
Narrator (VO) : You face dangers everyday. Ordering online isn’t one of them.
CUT TO LOGO Narrator (VO) : Pizza Hut. Proceed without caution.
14
Mechanic 3: Is this pizza really hot to you?
Proceed Without Caution. You face dangers everyday. The Pizza Hut app isn’t one of them.
Proceed Without Caution. You face dangers everyday. The Pizza Hut app isn’t one of them.
Proceed Without Caution. You face dangers everyday. The Pizza Hut app isn’t one of them.
Our print execution is in place to shed the fear the customers have when ordering online. Everyday we face dangers that get brushed off. Ordering your pizza digitally is the last thing you need to be afraid of. We placed the “customer” who is ordering using the Pizza Hut app in threating situations with people who risk their lives everyday. If they can do their job without hesitation, then we can order a pizza in saftey.
15
creative: mobile Creating profiles on cell phones can be annoying. Not from the use of it, but from the time it takes to create one. Creating a profile will become easier than ever, but in order to do it the target will need to make an order. By taking a photo of their receipt with the Pizza Hut app, customers can have their address, personal name, Pizza Hut location preference, and current food order automatically filled out. The only sections left for the customer will be the email address and the password. And, every time the receipt is scanned, the customer will recveive Flavor Points. What’s even better about Pizza Hut’s new profile app section is that you can “share a pizza” with a friend or family member that also has a profile. All you have to do is connect to see their pizza profile.
Flavor Points This isn’t an ordinary rewards program. Flavor Points can be used towards receiving monies off, receiving free items, and are also available to use in point auctions for Nascar and other events throughout the year. Flavor Points can be obtained by ordering food, creating a profile, creating customizable food preferences for family/friends, and more!
16
PROMOTIONS T-Minus Advertising knows that converting Pizza Hut’s phone ordering lovers to digital ordering lovers will be a tough one. Promotional events need to be big, interactive, and fun to show how awesome digital ordering can be.
The Great Pizza Race
This race will take participants and put them in an obstacle course to show that digital ordering is not only faster, but it can also be fun. Participants will start off with ordering on the phone, the mobile app, and a tablet. The course will involve going through the pizza sauce “pond,” being shot at with the pizza canon, and so on. The winner of the Great Pizza Race will be given free pizza for a year. This race will take place before one of the Nascar races.
Pizza Hut NASCAR Sponsorship
In 2005, Pizza Hut had a five-race NASCAR Sponsorship(6). T-Minus Advertising is bringing it back to take the NASCAR partnership to the max. Instead of the previous five races, Pizza Hut’s sponsorship will last for 20 races starting in July and ending in November.
Delivered by NASCAR
Just in case millennials and young moms didn’t feel motivated enough to order digitally, Pizza Hut will have the driver of the Pizza Hut NASCAR car deliver customers pizza. This promotion requires that the chosen customers order digitally. This promotion is not included in the budget and will be highly recommended instead. If Pizza Hut chooses to do this promotion, it will be in a chosen city and the customers will be at random during a certain time period.
17
digital hulu Pizza Hut has had a presence on Hulu before, but from T-Minus’ observations, we were not able to find any ads. To persuade the target to create an online profile with Pizza Hut, there will be a large site wrap located on the video page of the show/movie the target watches. The commercial will play in the middle of the video with an incentive posted as a site wrap. Clicking the ad will take the viewer right to the “Create a Profile” web page.
youtube
Hulu will not be enough to effectively reach the millennial and young mother target segments. Pizza Hut will also run commercials on YouTube before videos.
Make an Online Profile
18
Get $5 off next order
social media Instagram To involve the target into the campaign, T-Minus will have a contest on Instagram featuring the Pizza Hut pit crew seen in NASCAR. According to autoevolution, it takes the pit crew10-20 seconds to change the tires on the car during the pit stop (8?). Pizza Hut wants to know what the target can do in 20 seconds or less. The winner of the contest will attend a NASCAR race, meet the Pizza Hut driver, and can see everything that happens behind the scene. Videos will be uploaded on Instagram and the best video will win.
twitter + Facebook Through the months ofJuly and December, there will be 6 promoted tweets. These tweets will be relevant to the NASCAR partnership when it comes time for a race. Following the creative exection, “Proceed Without Caution,� there will be tweets showing snapshots of activities and things that are also more dangerous than ordering on the app. These tweets do not have to be relevant to NASCAR. Pizza Hut is currently doing a great job in engaging with the target and will continue the style of current tweets. Facebook posts will follow the same style as the tweets to keep consistency.
19
pre-testing Overcoming digital fear is what we want our target to accomplish through our campaign, so to figure out if we were on the right track, we took our ads to the target. As it turns out, the Don’t Fear Digital campaign is a winner. After viewing our print ads, 73% of respondents reported a more favorable opinion toward Pizza Hut’s advertising with an average opinion increase of 1.2 points on a 4-point scale. Regarding mobile app consideration, 73% of respondents reported an increased consideration toward ordering through Pizza Hut’s mobile app with an average consideration increase of 1.2 points on a 4-point scale. And as for mobile app uncertainty, 54% of respondents reported having less uncertainty toward ordering through Pizza Hut’s mobile app with an average decrease in uncertainty of .64 points on a 4-point scale. Looking at Pizza Hut’s goal of a 34% increase in digital orders and factoring in our promotional events, the Don’t Fear Digital campaign looks to effectively accomplish Pizza Hut’s objectives(11).
20
Media Execution+ Budget Our Media strategy is designed to increase Pizza Hut’s mobile app usage, primarily among pre-existing customers in the millennial age group. Research shows that television remains as a leading media outlet to reach our desired target. Therefore, TV commercials will be the leading tactic for our campaign. Aside from the traditional TV and print platforms, we will also be directing our advertising dollars towards trending media outlets. Online advertising and social media coverage are key to reaching our millennial target and have prominent roles in this campaign. We believe it’s in Pizza Hut’s best interest to broaden their spectrum of advertising through this media execution.
budget Television Budget (A&E, CBS, Fox Sports, & ESPN): $33,324,000 Print Budget (US Weekly & Sports Illustrated): $12,093,750 Promotional Budget: $5,000,000 Social Media Budget (Facebook, Instagram, & Twitter): $2,450,000 Online Budget (YouTube & Hulu): ($7,000,000)
Total: $59,867,750
21
According to AdWeek, Pizza Hut’s media spending last year was around $245 million (needs source). Pizza Hut also made a lot of changes this year. So, T-Minus Advertising has decided to make our budget for the 6 month campaign to be roughly $59 million.
Media overview Television Budget: $33,324,000
70% of millennial’s said TV influences the way they perceive and value a brand. A&E & CBS (Millennials + Young Mothers) On off weeks, we will run ads on A&E and CBS. These appeal to all three demographics and are especially popular among millennials. In addition, we’ll be running online spots to save money on production costs. Fox Sports & ESPN (Male) To appeal to the male demographic, 18-34, ads will run on Fox Sports and ESPN. On these mediums, NASCAR races are spread out every weekend during our six month campaign. Print Budget: $12,093,750 US Weekly (Female Millennials + Young Mothers) To reach millennial women and men, aged 18-34, we will run print in US Weekly. Approximately 51% of US weekly readers are women that are between the ages of 18-34 [MRI+]. This publication also reaches 16,125,000 men within that age group [MRI+]. Sports Illustrated (Male Millennials) Our male millennials love sports, so the best way to reach them is through Sports Illustrated. Sports Illustrated will reach males 18-34.
Social Media Budget: $2,450,000
22
It was obvious to us that we needed to put special emphasis on social media considering our target audience is millenials. Millennials are extremely connected on social media and they are essentially the first generation to be raised on the internet and social media. Men aged 18-34 are the heaviest consumers of online video content, with one-in-five (19.7%) consuming 10 or more hours of video per week.
Facebook: $500,000 Impressions: 256,410,256 /CPM: $1.95 Instagram: $750,000 Impressions: 163,755,458/CPM: $4.58 Twitter Promoted Tweets (6): $1,200,000 Impressions: 6 sessions of promoted tweets/CPM: 200,000 per session
Digital Pre-roll (Online): $7,000,000
One big thing that pre-rolls do is raise awareness. Considering that we need our target to be aware of how easy and non-threatening the mobile app is for ordering pizza, digital pre-rolls are a natural fit in this campaign. Conversion rates are increased by 20% because of pre-rolls. In our target alone, daily video consumption is up by 53% to 35 minutes. A whopping 52% of consumers say that watching a product in a video makes them feel more confident with online purchases. With our target and their video consumption rates, that adds up to a lot of conversions due to the presence of pre-rolls. YouTube Ages 18-34 – reaches 67% of US (38.7million) CPM: $7.60 Impressions: 657,894,736 Amount Spent: $5,000,000 Hulu CPM: $27.50 Impressions: 72,727,272 Amount Spent: $2,000,000
Promotional
Car sponsorship: $5,000,000 Since Pizza Hut will have a partnership with NASCAR, it only seems fitting that we bring back the car sponsorship. Cost: $250,000 # of Races: 20
media placement A good campaign is nothing without inspired media placement. Through research and analysis, we discovered that our target has very particular media habits. For television, we found that Millennials tend to be more passive media consumers, opting to turn on the television as an accompaniment to their entertainment rather than the main focus (12). And in print, our target seeks highly gendered publications rather than general interest media. Finally, because trust is a factor that our campaign seeks to build with the target, our media must be reputable for our campaign to resonate with our audience. T-Minus used these insights along with MRI+ and SRDS data to determine the best media to reach the target.
TV
Fox Sports 46 Spots: $277,000 each Total: $12,742,000 ESPN 46 Spots: $254,000 each Total: $11,684,000 A&E 36 Spots: $180,000 each Total: $6,480,000 CBS 36 Spots: $154,000 each Total: $5,544,000
Sports Illustrated Full Page/Full Color Open Rate: $242,875 3 Insertions: $728,625 Sports Illustrated Full Page/Full Color Open Rate: $429,000 3 Insertions: $1,287,000 Print Total/Month: $2,015,625/month (total: $12,093,750)
TV Total: $36,450,000
Online Video Advertising
YouTube Avg. CPM: 7.6 Impressions: 657,894,736 Amount: $5,000,000 Hulu Avg. CPM: 27.5 Impressions: 72,727,272 Amount: $2,000,000 Online Total: $7,000,000
Social Media Placement: Social Media Facebook Avg. CPM: 1.95 Impressions: 256,410,256 Amount: $500,000 Instagram Avg. CPM: 4.58 Impressions: 163,755,458 Amount: $750,000 Twitter Avg. per promoted trend: 200,000 Trends: 6 Amount: $1,200,000
23
Social Media Total: $2,450,000
media flowchart July
August
September
October
November
December
Television Fox Sports
8 spots
8 spots
8 spots
8 spots
8 spots
2 spots
ESPN on ABC
8 spots
8 spots
8 spots
8 spots
8 spots
2 spots
A&E
6 spots
6 spots
6 spots
6 spots
6 spots
3 spots
CBS
6 spots
6 spots
6 spots
6 spots
6 spots
3 spots
Social Media
July
August
September
October
November
December
July
August
September
October
November
December
US Weekly
3 insert
3 insert
3 insert
3 insert
3 insert
3 insert
Sports Illustrated
3 insert
3 insert
3 insert
3 insert
3 insert
3 insert
Digital Preroll
July
August
September
October
November
December
Promotional
July
August
September
October
November
December
Car Sponsorship
4 races
4 races
4 races
4 races
4 races
-
Facebook Instagram Twitter
YouTube Hulu
24
campaign summary • T-Minus Advertising developed an integrated and promotional heavy campaign to show the target that ordering online is not one of the dangers they face everyday. • The campaign is well received by female and male millennials as well as young mothers. • The created budget, $59 million, is believed to be necessary in order to accomplish the objective. • The partnership with NASCAR aids the creative execution by showing the target that there are more dangerous things in the world than ordering through the digital app.
E-BOARD
Andrea Shaw | President Alex Gonzales | Vice President Dan Hlivka | Creative Director Stephanie Butcher | Secretary, Copywriter & Fundraising Chair Elise Pelletier | Director of Communications Abby King | Media Director Will Damian | Account Planning Director
members
25
Brianna Clippert Gabriella Hoffman Sydney Shymkus Marcello Rossi Jaclyn Heikkinen Kathleen Jezak Leah Blacktop Hannah Packan Erisa Naylor Kadie Despain
Morgan Stevens Breann Wasson Kim Kelzer Stephanie Oldeck Elyse Engerer Erica Hughes Ryan Mercer Abbie Robinson Kayli Horwath Grace Varlese Stephanie Dobias Kaleb Thompson
DIllon Provost Mike Halvorsen Jasmine Mims Lauren Dekane Mariah Prowoznik Alex Andros Jacob RIvard Austin Connolly Kelsee Olger Derren Dettloff Kelsey Howe Nick Alsup
Tressa Keiffer Bonnie Greene Bianca Henika Heather Ouro Sam Van Camp Manuel Rodriguez Jacqueline Brown Megan Upton Mark Dudley Natalie DeFour
appendix 1. Kansas Historical Society. (2008, March). Dan and Frank Carney. http://www.kshs.org/ kansapedia/dan-and-frank-carney/12003 2. Pizza Hut. (n.d.) In Facebook [Group page]. Retrieved December 3, 2013, from https:// www.facebook.com/pizzahutus/info?tab=page_info 3. Lesonsky, R. (2012, September 21). How millennials are changing the food industry. Retrieved from https://www.americanexpress.com/us/small-business/openforum/ 4. Fromm, J. (2014, March). What do Pizza Hut, Burberry and Krispy Kreme have in common? When marketing to millennials, “useful is the new cool.� Retrieved from http://www. millennialmarketing.com/ 5. Gupta, J. (2013, October 24). Mobile is ideal for millennials. Retrieved from http://www. fastcasual.com/blogs/ 6. T-Minus Advertising. (2014). T-Minus Research: Media use survey. Mt. Pleasant, MI: Will Damian. 7. T-Minus Advertising. (2015). T-Minus Research: Digital ordering opinions survey. Mt. Pleasant, MI: Will Damian. 8. T-Minus Advertising. (2014). T-Minus Research: Interviews on restaurant habits. Mt. Pleasant, MI: Will Damian. 9. HLG. (2007). Nascar. Retrieved from http://www.hlglicensing.com/nascar.htm 10. Abrahamson, K. (2014, September 23). New consumer study: Millennials are 2x as likely to purchase products they share about. Retrieved from http://www.sharethis.com/blog/ 11. T-Minus Advertising. (2015). T-Minus Research: Print ad pretest survey. Mt. Pleasant, MI: Will Damian. 12. MRI+ MediaMark. Fall 2013 Media Report. Demographics - Homemaker/Principal Shopper by Age (Original). Retrieved October 20, 2014, from MRI+ MediaMark. 13. Pizza Marketplace. (2005, April 21). Pizza Hut to sponsor cars in 5 NASCAR races. Retrieved from http://www.pizzamarketplace.com/news/
26