Table of contents 1 2 3 4 5 7 9 10 11 12 13 15 18 19 20 21 22 23 24
1
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 America’s 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, it’s 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.
2
The PIZZA Hut BRAND Ethical, innovative and delicious, Pizza Hut is an international industry leader. Its quality products, services, history and innovations already make it a successful brand, and with Gold Tree’s campaign, we can keep Pizza Hut at the forefront of the industry. Pizza Hut is the largest pizza company in the world with over 7,800 total locations. To compliment its global presence, Pizza Hut has managed to help local communities across the world with its philanthropic efforts such as World Hunger Relief funds and the Book It! Reading program. Pizza Hut’s recent new menu rollout also proves how important customer choice and satisfaction is to them; no matter how crazy the ingredients may seem, Pizza Hut is ready to serve the best tasting pizza for their customers. Let’s also not forget how Pizza Hut was the first company to sell online--the first item ever ordered on the web was a pizza in 1998. As America’s favorite food, people expect nothing but delicious, affordable pizza from Pizza Hut. Families of all shapes and sizes turn to Pizza Hut for their favorite lunch and dinner and to make ordering faster and easier for all their customers, we will help expand and improve Pizza Hut’s digital ordering services.
CAMPAIGN GOALS 3
-Make 75% of all orders digital -Engage millennials through social media -Increase brand loyalty through rewards program
SwOT ANALYSIS Strengths Expansive menu
Weaknesses Perceived as unhealthy
Opportunities Rebranding on social media
Threats Papa John’s popularity
Recent rebranding and redesign
Poor reviews of apps
App redesign
Domino’s Pizza Tracker
First item ordered on the internet
Customer loyalty to local pizza shops
Incentivise more digital orders with deals
Little Caesars prices and speed
Multiple ordering outlets: desktop, tablet, mobile app, Hulu and X-box
Frozen pizzas Local pizza shops
Strong social media presence Online and mobile ordering deals
4
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.
Hispanic male high school student (18) Antonio Lopez
African American college girl (22) Jessica Matthews
As editor-in-chief of his school’s yearbook and newspaper organizations, Antonio is very involved and always in-theknow. As the leader, he is also responsible for providing food for the clubs’ members after school. Antonio relies on social media promotions and digital coupons to keep his costs low and stay up-to-date on the latest local deals.
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.
5
TARGET AUDIENCE
Asian American working female (26) Anna Kim
Caucasian Soccer Dad (32) David Miller
A well-paid PR specialist, Anna loves her urban lifestyle. Every week, Anna and her friends take turns hosting the weekend pre-game at their apartments. Anna hasn’t yet mastered the domestic art of cooking, despite her mom’s encouragement, so she turns to take-out when she hosts the pre-game. She needs something delicious, quick and filling for her hungry friends who are ready to take on the weekend.
David is the true definition of a famillenial. As a busy father whose days consists of running around and catering to the needs of his family, efficiency is a top priority. Between soccer games, grocery shopping, doctor’s appointments and other time-consuming errands, there’s no time for a homecooked meal every night. David’s family needs high-quality food that arrives quickly and tastes great.
6
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 Hut’s largest barriers to reaching their target audience are.
MOST COMMONLY USED COMPETITOR PROGRAMS ARE THE DOMINO’S PIZZA TRACKER AND PAPA JOHN’S REWARDS SYSTEM.
ONLY 54%OF RESPONDENTS PREFERRED ORDERING ONLINE INSTEAD OF USING THE PHONE.
7
of respondents consider ordering from pizza hut when choosing where to order. when asked “why?,” they say: they forget about pizza hut, it’s inaccessible or too expensive.
>>> >>>
for those who prefer to use the phone, the most common reasonings were “it’s easier” or “i know my order actually went througH.”
RESEARCH | FOCUS GROUPS
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 THEY ARE MORE LIKELY TO ORDER FROM A SPECIFIC PIZZA PLACE IF THERE ARE TYPICALLY GOOD DEALS OR DISCOUNTS.
PIZZA HUT IS SEEN AS OLD FASHIONED + STALE; MORE OF A RESTAURANT THAN A DELIVERY VENUE.
ORDERING PIZZA FROM AN APP WAS THE PREFERRED METHOD OF ORDERING AMONG FOCUS GROUP PARTICIPANTS.
A LITTLE DIFFERENT FROM OUR SURVEYS, PARTICIPANTS RATED AS THE MOST IMPORTANT FACTORS WHEN ORDERING A PIZZA.
>>>
PARTICIPANTS SAID THAT THEY ARE MORE LIKELY TO ORDER repeatedly FROM COMPANIES WITH GOOD REWARDS PROGRAMs.
8
Competitor analysis
9
Domino’s Domino’s 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, Domino’s 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 John’s Papa John’s 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 John’s 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.
challenges & oppORTUNITIES Pizza Hut faces obstacles that hinder the increase in online ordering from its consumers · · · · ·
Pizza Hut is viewed as a sit-down restaurant more than an online ordering service Advertisements don’t 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 aren’t 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.
Increase brand awareness of Pizza Hut to famillenials Make Pizza Hut go viral Promote an easy digital ordering process through creative campaign
10
PIZZA HUT APP
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 Hut’s 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 Hut’s 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 order’s 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.
11
PROMOTIONS
“More Slices, Less Dough” Loyalty Program Millennials love a good deal, but let’s be honest, this isn’t the coupon-cutting generation. Gold Tree’s new rewards program for Pizza Hut will convert millennials into loyal Pizza Hut digital customers. We can help customers get more pizza for less dough with our new Slices Loyalty Program. Introducing More Pizza, Less Dough: this loyalty program will excite and reward customers for ordering digitally. Seamlessly integrating the program rewards into the app will allow customers to track their progress, redeem coupons and quickly order from their devices. We will also provide a discount once the app is downloaded to encourage new member registration. After that, customers earn a “slice” for every pizza they order, and upon reaching a certain amount, will move up in the ranks of the program. There are three levels to the program: Pepperoni Professional, Crust Connoisseur and Mozzarella Master. By moving up a level, customers are rewarded with exclusive offers and chances to win prizes. Customers must submit orders digitally in order to receive and redeem rewards. Fun graphics, easy-to-use interfaces and personalization will help More Pizza, Less Dough encourage Pizza Hut’s loyal customers to continue ordering from our delicious menu!
12
MEDIA & PUBLIC RELATIONS STRATEGY
Through our research, we found that people’s perceptions of Pizza Hut typically tended to be expensive, unhealthy and inaccessible. However, many didn’t 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: What’s Your Slice?
Google+ AdWords 15-second YouTube Ads Facebook Ads
Sponsorships VMA’s
Print People
World Hunger Relief Campaign
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
13
CREATIVE STRATEGY
In order to showcase Pizza Hut’s 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 Hut’s new menu, its customizable options and engage customers digitally, we coined the tagline “What’s Your Slice?” This tagline represents our campaign’s 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 Hut’s 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 “Where’s 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 Hut’s 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 VMA’s and other highly-viewed broadcasts.
14
COMmERCIAL Spot #1 [opens on Kim snapping a picture of her credit card on the phone as Brian begins]
[shows Brian phone]
[Brian picks up phone and looks at the rewards page with a pizza with one slice]
Kim: It tracks our pizza as it’s being delivered! Brian: “Hey let’s order something for dinner.” Kim: “Already taken care of. Just ordered Pizza Hut from their app and got a free side with our first order. Check it out...”
Brian: What’s a Pepperoni Pro? [shows screen with delivery driver named James with car type and location blinking on the map]
*Doorbell rings* The delivery driver walks in and smacks a giant pepperoni badge on the guy’s chest. Commercial ends with Brian wondering what comes next in the promotion
COMMERCIAL SPOT #2 Music is thumping; Kim & Brian are hosting a party
15
*Brian turns to Kim*
*Brian’s eyes light up as the doorbell rings*
Brian: “Did you order the pizzas yet?!”
The door opens to a flash of bright light.
Kim: “Yup they’re almost here! And, look, we finally leveled up to mozzarella master!”
-(SLOW MOTION) Club music drops and the Pizza Hut delivery driver appears “making it rain” mozzerella over all of the party guests, just like Brian had dreamed of! Ends with a voiceover of a call to action to order online
PRINT ADS Knowing that we need to emphasize Pizza Hut’s 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.
16
PRINT ADS
17
SOCIAL MEDIA CONTEST
Bryan B
Bryan B
#PizzaHut #Whatsyourslice #Bryansslice
#WhatsYourSlice Instagram Competition To give Pizza Hut customers a chance to interact with Pizza Hut on social media, we will run a #WhatsYourSlice competition on Instagram and Facebook. Only customers who order on the app will be provided with the secret hashtag that grants them access to enter the competition. We are not allowing any other type of orders to participate because we want to encourage use of the app. The requirements are that participants must post a photo of Pizza Hut pizza -- the more creative, the better. Entries will range from comedic, artsy, adventurous, schoolspirited ideas. To be considered, participants must also use the hastag #WhatsYourSlice, and the secret hashtag that they are given after their purchase. The winner will be determined by the number of likes that photos get on Facebook or Instagram, and a collaborative overall decision by Pizza Hut. The winner will receive a celebrity style honor of having their signature pizza creation become a menu item for a limited time. (For example, “The Bryan�) The winners will also receive a years worth of free Pizza Hut pizza (Opportunity to redeem 1 pizza a month for 12 months).
18
SOCIAL MEDIA STRATEGY Famillenials interaction with brands has skyrocketed in the last few years. Engaging with customers through the most popular social media will allow Pizza Hut to grow brand awareness and increase online sales. Through online competitions, sponsored content, strategic ad placement and active participation on Pizza Hut’s accounts, Gold Tree has created a comprehensive plan to reach the most people at the best times. Twitter Start trending #WhatsYourSlice through both account and promoted tweets Encourage followers to participate in Pizza Hut events, contests and sponsorship programs Actively retweet, favorite and reply to tweets from followers to engage audience and encourage retweeting of Pizza Hut account BuzzFeed Create a Buzzfeed quiz titled “What Slice Are You?” which determines a consumer’s ideal pizza based on responses Commission and sponsor sharable, fun list article written by BuzzFeed staff Promote Pizza Hut original and sponsored BuzzFeed content on Facebook and Twitter
19
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 “What’s 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
SOCIAL MEDIA CALENDAR JULY APP LAUNCH -Introduce Loyalty Program/Rewards -Slice Program COMMERCIAL POSTED ONLINE (Part 1) SOCIAL MEDIA PROMO -#WhatsYourSlice
OCTOBER
AUGUST
SEPTEMBER
NFL START -Promoted Snapchat
FACEBOOK AND INSTAGRAM COMPETITION -#WhatsYourSlice
TWITTER CAMPAIGN FROM PIZZA HUT TWITTER ACCCOUNT
BUZZFEED -Quiz -Sponsored Content
COMMERCIAL POSTED ONLINE (Part 2)
COMMERCIALS POSTED ONLINE (Part 1 & 2 combined)
NOVEMBER
DECEMBER
TWITCH (main month) -League of Legends Championship
WORLD HUNGER RELIEF CAMPAIGN -Promoted Snap
NFL
NATIONAL PIZZA MONTH -Pinterest Focus
VMAs -Commercials posted online -Snapchat Celebrity Pizza -#WhatsYourSlice -Live tweeting
ANNOUNCE WINNER OF FACEBOOK AND INSTAGRAM COMPETITION -Feature winner on website
-Superbowl Playoffs -Promo Snapchat
FULL COMMERCIAL (Parts 1 & 2 combined) RELEASED
20
MEDIA BUY PLAN
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
21
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
22
RETURN ON INVESTMENT
23 25
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.
MLA formatting by BibMe.org.
24
25