TEAM 155
OVERVIEW
2
PROJECT HUTS POT
15
OBJECTIVES
3
PIZZA IN THE PARK
16
SWOT
4
#CAMPUSHUTSPOT
17
BRAND POSITIONING
5
DIGI TA L DINE-IN & WORK IT
18
COMPETITOR ANALYSIS
6
HULU + HUTSPOT
19
DIGITAL ORDERING
7
HUTSPOT 360
20
TARGET AUDIENCE
8
PAID MEDIA
21
SEGMENTS
9
SOCIA L MEDIA
22
STRATEGY
10
FLIGHT SCHEDULE
23
THE BIG IDEA
11
EVENT MAP
24
EVA LUATION
25
CITATIONS
26
HUTS POT WEB/MOBILE LOYA LTY PROGRAM
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12,13 14
Overview THE MILLENNIAL GENERATION IS DRIVEN, INSPIRED, & INTUITIVE. They stay up-to-date with the latest advancements in technology. Whether those are new social media platforms or applications, this generation incorporates new technology into their daily lives with ease. They are also inspired to share their personal, positive experiences with others through these technologies. Similar to millennials, Pizza Hut enjoys staying ahead of the curve. The brand is not afraid to try new things and has never settled for being just an average pizza chain. In order to connect to the millennial audience, Pizza Hut needs a digital experience that lives up to the great qualities the brand is known for. Embodying the spirit of the brand and the millennial generation’s connection to technology, this campaign will establish the improved digital identity of Pizza Hut, soon to be known to all as their Personal Hutspot.
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Objectives
Position Pizza Hut as the top choice for customers who order digitally.
Provide the greatest digital ordering experience in the category.
To obtain 75% of all ordering done online or digitally by the end of 2015.
These three objectives are a glimpse of our greater goal in this campaign. Pizza Hut is not looking to occupy space in the digital marketplace; they want to thrive in it. The brand recognizes that the future of its business relies on establishing itself on the digital front, and we are here to make that a reality.
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SWOT Before we could start building a campaign for Pizza Hut, we needed to learn as much as possible regarding the current state of the brand. Primary research was conducted to gather a considerable amount of consumer data, while secondary research was collected to provide further insight. We started by examining Pizza Hut’s strengths, weaknesses, opportunities, and the potential threats it faces.
STRENGTHS
WEAKNESSES
Product quality
Higher prices7
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Pizza Hut is a leader in the pizza industry23 Menu variety and range of food options7 Premium positioning in the customers’ consideration set7
S W
OPPORTUNITIES Millennials spend massive amounts of time online1 Buyers enjoy loyalty programs and discounts29 Companies that use social media are viewed as more trustworthy10 Consumers value shopping and interacting with brands online24
Dated perception of the brand5 Competitor’s customers have a stronger sense of brand loyalty23
THREATS
O T
Negative online reviews Limited mobile application capabilities People are seeking healthier options5 The quick service food industry is on the rise28
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Brand Positioning After identifying the current state of the Pizza Hut brand, we gathered data from a variety of sources to learn everything we could about the brand’s position in the market, the competition, and the world of digital ordering. We started by looking closer at the Pizza Hut brand itself. Throughout its history, Pizza Hut has strived to provide more than the typical pizza experience. Since being founded in 1958, the brand has thrived by crafting unique products and providing customers with greater variety and quality than its competitors. By bringing all of these aspects to the table, Pizza Hut has become not only the largest pizza chain globally11, but one of the most popular brands:
82% CUSTOMER SATISFACTION22
22M+ LIKES ON FACEBOOK20
$
1.15M FOLLOWERS ON TWITTER21
1ST IN SALES AMONG PIZZA BRANDS23
To reinforce our findings through research, we conducted a survey that asked participants to express their thoughts regarding Pizza Hut, and their responses did not surprise us:
I love all of the crusts and toppings - always lots of everything!
5
Best all around: Price, Taste, Convenience.
They have a great variety and some of the best pizza that I have had!
Competitor Analysis We knew that gathering everything we could about Pizza Hut was just half of the positioning equation. To truly define Pizza Hut’s place in the market, we needed to size up the competition. Here is what our primary and secondary research found:
“PIZZA PIZZA!”
“OH YES WE DID.”
High value for the cost No digital ordering or applications
Speed and delivery with a strong digital presence
Focused on traditional ordering
Very popular pizza tracker 2
Only offer carry-out
Consistently ranked in the Top 5 for online transactions9
“BETTER INGREDIENTS. BETTER PIZZA. PAPA JOHNS.” Built around a focus on quality and superior ingredients Effective loyalty program18
Our evaluation of the competition helped clarify Pizza Hut’s position as the top choice for variety in the market. From this, we understood that our messaging would need to embrace this position to be successful. However, we still had one more question we needed to answer before we could begin building an effective and unique campaign: what made digital ordering so successful?
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Digital Ordering A strong digital presence is a requirement to remain successful in today’s economy. Ordering online is not a new concept for the Pizza Hut brand. In 1994, Pizza Hut sold the first online item ever - one of their pizzas. Today, over 40% of all Pizza Hut, Papa John’s, and Domino’s orders are done digitally.6 Leading the market on the digital front requires knowing how and why digital ordering is so popular with consumers. We turned to our research to enlighten us on these important aspects.
HOW THEY BUY DIGITALLY:
41%
41% use their phone to make a purchase13
72%
72% research online before buying15
Online reviews and ratings influence purchases10
WHY THEY GO DIGITAL: •
Experience can cater to individual preferences3
•
Experience and new purchases can be shared1
•
Over 74% feel that technology makes their lives easier7
BEYOND TRANSACTIONS, A PRESENCE ON SOCIAL MEDIA ALLOWS BRANDS TO BETTER CONNECT WITH CONSUMERS.
7
•
63% of consumers stay updated on brands through social media13
•
82% have more faith in companies that are involved in social media10
•
Two-way communication cultivates a relationship between brands and consumers24
Target Audience Finding the right audience to focus on is the last piece of the puzzle. With only five months at our disposal, we chose the target audience that offered us the highest potential for success: millennials 18-34 years of age. Millennials are ideal for a number of reasons: • • • • •
They are the most connected generation30 Millennials are digital natives30 49% prefer the Pizza Hut brand over competitors23 They enjoy more personal engagement with brands30 Millennials spend more than any other age group30
Further research into their tastes and behaviors allowed us to establish three unique segments: Eric the Young Professional, Matt the College Trendsetter, and Sarah the Famillenial.
MATT College Trendsetter ERIC The Young Professional
SARAH The Famillenial
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Segments
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Eric, 25 Young Professional Washington, D.C.
PREFERENCES personalization, convenience and superior service
TECHNOLOGY
WHY PIZZA? Because he wants something with quality and variety that fits into his fast-paced lifestyle.
Matt, 20 College Trendsetter New York, NY
PREFERENCES affordability, effortless and delicious
TECHNOLOGY
WHY PIZZA? Because he wants to share a meal with his friends on game-night that is affordable and didn’t come out of the freezer.
Sarah, 31 Famillenial Boulder, CO
PREFERENCES rewards, coupons and convenience
TECHNOLOGY
WHY PIZZA? Because she wants to feed her family something after work that everyone likes without breaking the bank (or her back).
Strategy WHILE OUR SEGMENTS ARE UNIQUE AND LIVE DIFFERENT LIFESTYLES, THEY SHARE SOME OUTSTANDING SIMILARITIES THAT WERE MADE CLEAR THROUGH OUR RESEARCH: •
Convenience is highly important6
•
They want high value at low cost26
•
Millennials are connected on a variety of social channels17
•
Prefer purchases that reflect their identity and tastes25
• Enjoy experience and entertainment when spending14
WITH THESE TRAITS IN MIND AND THE STRENGTHS OF PIZZA HUT AT OUR DISPOSAL, WE WERE ABLE TO ESTABLISH THREE KEY INSIGHTS INTO OUR TARGET AUDIENCE’S TASTES:
PERSONALIZATION They want engaging experiences that reflect their personality
CONVENIENCE They seek to connect without interrupting their life
REWARD They want to be appreciated for their active engagement
The key to effectively establishing Pizza Hut’s digital presence is to create an experience that builds on the positioning of the brand while taking advantage of the strengths of mobile and digital technology. We needed to show our segments that ordering digitally from Pizza Hut provides everything they desire from an online experience. We needed a clear and focused concept that would tie our vision together while inspiring an effective and refreshing campaign. We needed a big idea.
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THE BIG IDEA
‘Your Personal
’
For an audience that demands engagement while valuing convenience, choice, and connection, the Personal Hutspot is the answer. The name itself, a fusion of the brand and a Wi-Fi Hotspot, is a perfect representation of our campaign goal: to combine all of Pizza Hut’s strengths with those of the digital world. This idea will drive our messaging and the creation of a rewarding, effortless, and personalized experience that is far from the typical digital order.
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Huts pot Web/Mobile It all starts with Pizza Hut’s application and website, which will be known collectively as the Hutspot. The most important part of this campaign is building a Hutspot that lives up to everything that makes Pizza Hut great while providing the experience our segments crave. The Pizza Hut app and website have several positive qualities already, such as clean design, a simple ordering system, and an easy way to order previous favorites. However, there are a few things that can be done to optimize the app and website. That is where the Hutspot comes in. By adding a number of innovative features and improving on what our competitors have done right, the Hutspot will build on Pizza Hut’s strong digital presence to deliver a truly unique and enjoyable brand experience.
KEY NEW FEATURES:
FLAVOR JACKPOT
SPLIT PAYMENT CAPABILITIES
“LIKE” AND ORDER YOUR FRIENDS’ PIZZAS
LOCAL PIZZA CREATIONS MAP W. SUGGESTIONS
PIZZA DELIVERY TRACKER
SHARE PIZZA CREATIONS ON SOCIAL MEDIA
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Join an order
Split & Customize
Confirm / Add
Split payment
Web and mobile experiences are kept consistent through design and functionality, inspired by current re-design.
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Loya lty Program Rewarding consumers with deals and incentives is a proven way to build brand loyalty. This new loyalty program will be integrated into the Hutspot app and website. The Hutspot will keep track of customers’ progress, enabling them to easily redeem their points for various rewards. Only through digital ordering will customers be able to redeem points.
THE POINT SYSTEM For every $10 spent through the Hutspot app or website, customers will receive five points. In addition, customers will receive one point for sharing their pizza creation via social media, and another three points if a Hutspot user orders their pizza creation.
FOOD REWARDS •
Large Pizza with two toppings [50 Points]
•
24 Wings [50 Points]
•
Family-Sized Pasta Meal (two pans) [50 Points]
FUN REWARDS •
One-year membership to Planet Fitness [500 Points]
•
GoPro [700 Points]
•
iPad [1,000 Points]
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Project Hutspot Our five-month long campaign opens with a trio of events that elevate the awareness of the Hutspot while directly engaging our segments through unique experiences. Kicking off in July will be our New York City based event: Project Hutspot. Project Hutspot will be a nighttime event consisting of our enhanced Wi-Fi logo projecting onto a massive building, located in Manhattan. The projection will be accompanied by low-key music and a squad of Pizza Hut food trucks. The projection will direct viewers to download the Hutspot app and set up an account, enticing them with a free personal pan pizza as a reward. Upon completion of a new Hutspot account, users will be sent a message encouraging them to get more people around them involved. Using the city’s new LinkNYC Wi-Fi network, a live feed of the event will be on display throughout the city on specialized Wi-Fi structures. Those who connect to the event through LinkNYC will be directed to the closest Pizza Hut location. The projection, initially “searching for a signal”, will build in strength as more and more users in the area log-in. Once the signal peaks, it will pulse until replaced by an elaborate light show. Meanwhile, the music will pick up in intensity. As all of this is happening, our food-trucks will begin serving the personalized pan pizzas. The “pizza party” will carry on into the night, with the trucks serving people as they arrive.
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This impromptu gathering will generate a considerable amount of buzz for the Hutspot. Young Professionals living in the city will be especially drawn to the unique experience while enjoying a level of personalization and convenience that only the Hutspot can offer. Social media posts will feature footage and imagery for weeks after the event, grabbing the attention of our target audience across the country.
Pizza in the Park Famillenials want to focus on enjoying time with their family when going out to eat. Pizza in the Park will give park-goers an unforgettable brand experience through Pizza Hut’s new interactive tables. Pizza in the Park will be located in our target audience’s top four DMA’s and allow unsuspecting customers a chance to customize and order free personal pizzas and create their Hutspot account. Once online, they can create their order and direct it to Pizza Hut Food Trucks on location. While creating their pizza, customers can play games on the tables and share their creations through their social media accounts. This event caters to Famillenials’ desire to go beyond the typical transaction with brands.
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#CampusHutspot Millennials are the most educated generation on record, making college campuses a great place to reach our College Trendsetter segment.19 To take advantage of this, Pizza Hut is going to take over 10 college campuses across the United States. In order for students to have their campus taken over by Pizza Hut, they will have to place their order online through the Hutspot and select their corresponding college when prompted during checkout. Every digital order will count as five votes towards the Hutspot Campus Takeover Party for their school. An additional vote will be entered once an order is shared via the customer’s social media using the hashtag, #CampusHutspot. Ten colleges will win the Hutspot Campus Takeover Party: five each from the East Coast and West Coast. The top two winning colleges from each coast will be rewarded with a concert in addition to the Hutspot Campus Takeover Party. The Takeover Parties will include fun carnival games and our signature food trucks, which will be handing out free slices of pizza and branded merchandise to those who download the app.
Hutsp t
Hutsp t
JSU
we’re coming for you.
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Digi ta l Dine-In & Work It DINE-IN Famillenials are the most likely segment to dine in at Pizza Hut locations. If they choose to eat on location rather than ordering to their home, we want to make sure they still have the chance to be rewarded. Digital Dine-In will connect families to their Hutspot and they can still be rewarded for dining in. In order to encourage families to order digitally, servers will suggest downloading and ordering from the Pizza Hut app. As HutSpot users, customers will receive 15% off of their first bill and be entered into a larger promotion where they can win a $500 gift card to Target just in time for back-to-school shopping.
WORK IT We know Millennials like to live a healthy lifestyle and are always seeking out more ways to stay active and connected.12 Through Work It, Hutspot users can gain reward points for working out. As members enter their local Planet Fitness, geolocation will send a push notification through the app prompting them to check in. When they check in for their workout, they will be rewarded with two Pizza Hut loyalty points. By partnering with Planet Fitness, Pizza Hut will benefit from their popularity and inclusive brand personality. In return, the program encourages a healthy lifestyle (and memberships to Planet Fitness) and sponsors the gym’s popular “Pizza Nights”.
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Hulu + Hutspot Millennials love to stream their favorite shows online. Streaming sites offer opportunities to connect our brand with the convenient and personalized entertainment our target audience craves. Building on Pizza Hut’s partnership with Hulu Plus, we will incorporate seamless, in-stream ordering into the Hulu Plus platform. While other advertisements on streaming sites frequently interrupt the viewing experience, the Hutspot will eliminate this annoyance with the “Pizza Button”. Featured on Hulu’s control panel, the “Pizza Button” connects users to the Hutspot through an in-screen popup menu without interruption. The user can login, build, and order without removing themselves from their favorite show. As an added bonus, they will receive three hours of ad-free viewing to go along with their pizza creation that they can track on their Hulu Plus account at all times.
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Hutspot 360 Over half of adults in the U.S. play video games, with 20% of them playing every single day. 16 These gamers represent an important piece of our target audience, especially within our College Trendsetter segment. The Hutspot app on Xbox360 and Xbox One will allow loyalty points to be earned, tracked, and redeemed as they would on any mobile device. Beyond that, Hutspot360 will provide these gamers immediate access to Hutspot downloadable content for the games they love to play. Gamers will also enjoy a few features specific to the Hutspot Xbox app just for ordering pizza.
THOSE FEATURES INCLUDE: • • •
In-game delivery timers Enabling Microsoft Points for Pizza Hut purchases Access to exclusive game content and events for upcoming releases
With ads in Game Informer and posts on social media driving traffic, our segments will be drawn to using their Xbox as another convenient way to connect to the Hutspot. College Trendsetters will love ordering without leaving the game, and Famillenials will be further exposed to the Hutspot through the games they play with their kids.
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Paid Media PRINT For tactics such as Hutspot360 and Work It, we will use our segment’s top relevant magazines (Game Informer and People4) to deliver the Hutspot message in a way that fits the context. Print will also promote Digital Dine-In, #CampusHutspot, and the overall Hutspot campaign.
BILLBOARDS In highly populated areas, billboards reach a large amount of people in a cost-effective way. These large, eye catching displays pique curiosity and build awareness while generating word of mouth, recognition, and exposure for Pizza Hut.
COMMERCIALS Television is a reliable advertising platform that provides an opportunity to attain a considerable amount of national attention. As an added benefit, the messaging behind these commercials will resonate with an audience beyond our defined targets. Our commercials will fall into three themes coinciding with each of our three segments. One of our ads, for example, might feature a Famillenial dealing with a hectic hunger situation. Luckily, her personal Hutspot provides her with the ability to keep everyone in her family happy with a delicious meal built to their preference.
BANNER ADS Banner ads represent the billboards of the internet because they are able to convey a quick and memorable message digitally. This allows our target audience to engage with the advertisements on their own terms.
YOUTUBE YouTube provides Pizza Hut the ability to post footage from various events, as well as advertise on other videos. This platform is a cost-effective way to reach the millennial generation by providing them with visually entertaining content that supports our campaign message.
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Socia l Media
FACEBOOK + TWITTER
INSTAGRAM + PINTEREST
TUMBLR
Pizza Hut needs to take advantage of these platforms by creating content that is flavorful and appealing to their target audience. The shorter the message, the simpler the design, and the sweeter the content, the better it will resonate with the millennial generation. In addition to regular posts, several ads on Facebook and Twitter will encourage users to like, order, and join the Hutspot network.
Instagram offers Pizza Hut free promotion by showcasing their products and services to millions of users. It also allows Pizza Hut the power to gain exposure and engagement with their target audience. Instagram can showcase Pizza Hut’s products in a creative yet casual way, allowing Pizza Hut to build a personal connection with followers. Pinterest boards will share our latest menu features, customer creations, and moments from our various tactics. This will entice users to order through the Hutspot and pin their creations.
Tumblr represents a unique opportunity for the Hutspot. As a largely ignored commercial platform, most advertisers have yet to take advantage of a social media channel with passionate potential consumers. A Hutspot Tumblr account can tap into the community with visually appealing posts that fit naturally into the context of the site.
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Flight Schedule TACTICS
Tables Projection
PAID ADVERTISING Event Duration Event Duration Event Duration Traditional
Work It Social/Digital
Dine In
Event Duration Prize: Gift Cards (10) Traditional Social/Digital
Campus Takeover
Hulu
Hutspot App
Event Duration Traditional
July
August
July 1, 2015 - December 31, 2015 September October
November
December
Impressions Single Unit Impressions Total Impressions
Budget Stuff Single Cost (unit measurement)
Print Magazines: People Direct Mail Internet Radio Banner Ads
6,000 42,615,000 1,000,000 31,000,000 45,000
5,400,000 127,845,000 3,000,000 93,000,000 180,000
Magazines: Family Fun materials Sponsored Blog Posts Banner Ads: Blogs
2,106,676 Conjunction w/Target 45,000 45,000
4,213,352
Billboards Print: Posters Print: Postcards Bus Ads
100,000 30,000 34,000
1,000,000 1,000,000 340,000 60,000,000+
Commercials/Video Ads
3,200,000
9,600,000
$144,000.00 1 month @ 45/spot
$432,000.00
Banner Ads Internet Radio
45,000 31,000,000
270,000 162,750,000
$75.00 Per month $620,000.00 1 month @ 20/spot
$450.00 $3,255,000.00
Magazines: Game Informer
7,876,144
23,628,432
$215,489.00 Full, month
$1,292,934.00
Billboards Magazines: People Radio Banner Ads TV Commercials Internet Radio
35,000 42,615,000 2,560,000 45,000 21,500,000 31,000,000
70,000 170,460,000 10,240,000 270,000 64,500,000 124,000,000 Total Impresssions 802,306,784
20,000,000 +
270,000 270,000
$11.00 $233,500.00 $680,000.00 $620,000.00 $75.00
.11/poster to 900 gyms 1/2, color, month 1 month 1 month @ 20/spot Per month
Total Cost
$500.00 1 Target gift card $129,900.00 1/2, color, month $3,000.00 Per post $75.00 Per month $180,000.00 $10,000.00 $340,000.00 $150,000.00
10 panels/month/scchool 100 posters/1 school 34000 units/1 school 150,000 buses/month
$10,000.00 $700,500.00 $2,040,000.00 $1,860,000.00 $300.00 $5,000.00 $258,800.00 $24,000.00 $450.00 $1,800,000.00 $100,000.00 $3,400,000.00 $450,000.00
Event Duration Traditional
Event Duration Traditional Social/Digital Event Duration
Xbox 360 + Pizza Hut
Traditional Social/Digital Event Duration Traditional
Overall Hutspot Social/Digital
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$16,000.00 $345,900.00 $32,000.00 $75.00 $50,000.00 $620,000.00
per month Full, color, month month (80 spots) Per month 100/.30sec a day 1 month @ 20/spot
$32,000.00 $1,383,600.00 $128,000.00 $450.00 $4,500,000.00 $2,480,000.00 Total Cost $24,153,484.00
Event Map
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Eva luation We have developed this campaign with the long-term success of Pizza Hut in mind. In order to measure this success and determine the possible continuation of the campaign, we will evaluate its ability to: •
Position Pizza Hut as the top choice for digital ordering among our target audience by crafting a personal, rewarding, and convenient ordering experience that is unmatched in the market.
•
Provide the greatest digital ordering experience in the category with customizable, incentivized, and easy-to-use interfaces for digital users.
•
Increase all orders done digitally to at least 75% by the end of 2015.
Concurrent testing will track the achievement of the campaign objectives. We will also carry out software testing in two month intervals to measure the levels of effectiveness. The measurements will include social media tracking, digital traffic, and profit revenue. By the second month, we expect to reach 60% of all orders digitally, and 75% by the fourth month, both key benchmarks of the campaign’s success. Evaluation is essential to determining our campaign’s success. To quantify the digital traffic to the Hutspot app and site, a database will collect information on the number and location of hits. Post-testing will occur after the complete run of the campaign, which will measure several factors including recognition, recall, attitudes, awareness, and sales. One possible pitfall in the media and marketing aspects of our campaign would be alienating customers who are not as comfortable with technology as our target audience. One recommendation to combat this would be to keep these customers in mind by showing them that, even though Pizza Hut will be providing the greatest digital ordering experience in the market, traditional ordering will remain capable and convenient. Our messaging is designed to minimize the possibility of this occurring.
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Citations 1. Adams, M., & Pate, S. (2013). The influence of social networking sites on buying behaviors of millennials. Atlantic Marketing Journal, 2(1).
17. Millennials: Much Deeper than their Facebook Pages. (2014). Consumer. Retrieved from Nielsen Newswire
2. American Advertising Federation. (2015). Case study 2015. 3. Averell, M. (2014). Point of view: The ‘value’ of millennials. AdMap, 17. Retrieved from www.warc.com
18. Papa Johns International Inc. (2014). Papa John’s is “first to 50” percent total digital sales. Retrieved from http://ir.papajohns.com/releasedetail. cfm?ReleaseID=886841
4. Bredholt, R. (2012). Most read magazines in America change little from last year. Cision. Retrieved from www.cision.com
19. Pardee, T. (2010). Media-savvy gen y finds smart and funny is new rock-n-roll. Advertising Age. Retrieved from www.adage.com
5. Carey, M. (2014). Not so fast food: Penn Station kicks out franchise giants. Retrieved from http://observer.com
20. Pizza Hut Facebook Account. (2015).
6. Claveria, K. (2014). 5 reasons why millennials love fast casual pizza. In Buxton. Retrieved October 19, 2014, from http://buxtonco.com/5-reasons-whymillennials-love-fast-casual-pizza/
22. Pizza Hut. (2014, June 8). Pizza Hut leads 2014 American customer satisfaction index, delivers spike in customer satisfaction. Retrieved from www. finance.yahoo.com
7. Consumer. (2014). Millennials: Technology = social connection. Retrieved from www.nielson.com
23. Pizza restaurants -US- november 2013. (2013, November). In Academic Mintel. Retrieved September 9, 2014, from http://academic.mintel.com/sinatra/ oxygen/print/id=686916
8. Costa, A., Dekker, M., Jongen, W., & Schoolmeester, D. (2007). To cook or not to cook: A means-end study of motives for choice of meal solutions. Food Quality and Preference, 18(1), 77-88. 9. Dominos. (2014). Domino’s 101: Basic facts. 10. Drexler, P. (2014). Millennials: Trust no one but Twitter. Retrieved from http://ideas.time.com/2014/02/16/millennials-trust-no-one-but-twitter/ 11. Entrepreneur. (2014). Inside Pizza Hut’s radical move to double its menu. Retrieved from www.fortune.com
21. Pizza Hut Twitter Account. (2015).
24. Powell, M. (2014). Sneakernomics: Marketing with Millennials. Retrieved from www.forbes.com 25. Smith, T. K. (2011). Digital marketing strategies that millennials find appealing, motivating or just annoying. Journal of Strategic Marketing, 19(6). 26. Smith, T. K. (2012). Longitudinal study of digital marketing strategies targeting millennials. Journal of Consumer Marketing, 29(2), 86-92. 27. Team 155. (2015). Primary research survey.
12. Fromm, J. (n.d.) The Millennial work out. Retrieved from www. millennialmarketing.com
28. The pizza fast food industry. (2000). Pizza Industry Research. Retrieved September 28, 2014, from http://wenbwu.tripod.com/pizza.htm
13. Garst, Kim. (2013). Marketing to millennials: Social media matters. Retrieved from www.huffingtonpost.com
29. Warc staff. (2014, September 5). Loyalty programs appeal to all ages. Retrieved from www.warc.com
14. Kessler, J. (2012, October 24). Generation y: Ready to stand up and be counted. In Forbes. Retrieved November 19, 2014, from www.forbes.com
30. Whiteside, S. (2013) Understanding millennial shopping habits: Insights from Coca-Cola. Retrieved from www.warc.com
15. Lewis, Robin. (2014). Millennials: Double trouble for retail. Retrieved from www.forbes.com
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16. MarketingCharts Staff. (2008, December 9). Nearly all US teens, 53% of adults play video games. In Marketing Charts. Retrieved from www.marketingcharts.com
Trademarked images are acknowledged as the exclusive property of the registered owners and are not intended for use outside of this educational document.
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Sean Murphy
ACCOUNT EXECUTIVE
Chad Rogers
ACCOUNT EXECUTIVE
Morgan Grainer
Kay-Lynn Chartier
Angelica Pasqualone PROMOTIONS DIRECTOR
CREATIVE DIRECTOR
Tikh Bana
Rachael Pleasant
Julianna Baragar
Grace Abraham
Kylie Galligan
Amy Hallochak
Stephanie Huynh
Annie Lenneman
Lauren Wion
MEDIA DIRECTOR
RESEARCH
RESEARCH DIRECTOR
RESEARCH
PROMOTIONS
RESEARCH
MEDIA
CREATIVE
MEDIA
PROMOTIONS
MOM & DAD
ROBIN SPRING ROY WINEGAR
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Katie Vanderlinde MEDIA
AJ Rank CREATIVE
Amy Dyer CREATIVE
Jourdan Maatman CREATIVE
Lacey Kollar PROMOTIONS
SPECIAL
THANKS
TO