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Executive Summary This media plan is going to raise the awareness of Papa Murphy’s Take ‘N’ Bake Pizza in the Research Triangle, specifically the greater Raleigh marketplace. It will utilize web-based print ads, bus ads, billboards and publicity stunts to advertise the Papa Murphy’s brand. The brand will be introduced as a desirable alternative to delivery pizza for families seeking a more fulfilling dinner experience. The Raleigh market was specifically targeted because of its strong commuter and family demographics.
Strategy, Timing + Cost The media mix will target families and commuters in the Raleigh area, along with off-campus students and educators at North Carolina State University. A billboard will be located strategically along a high traffic area, bus ads will appear on busses with routes that provide direct access to Papa Murphy’s locations. Web-based ads, coupons and a radio spot will run on local media outlets. Publicity stunts will occur at two specific Papa Murphy’s within the Raleigh marketplace. The total cost for ADF will be approximately $21,104 coming in at $3,896 less than the allotted budget.
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Demographic Information
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SWOT Analysis Strengths
Weaknesses
Opportunities
Threats
• Fresh ingredients • Ease of experience • Affordable • Commuter demographic • Research Triangle employees • NC State University
• Lack of customer awareness • Cooking time • “Strip Mall” locations • Delivery Pizza • Frozen Pizza
Objectives Problem: Papa Murphy’s has a foothold in “frontier” markets but fails to achieve the level of presence it has
established in its primary markets such as Seattle and Portland. The reason Papa Murphy’s struggles to attain a strong “frontier” market presence is the lack of consumer education on “Take ‘N’ Bake” pizza and the “less desirable” real estate locations of strip malls.
Goal: Establish a strong consumer awareness of Papa Murphy’s pizza in the 5 store “frontier” market of Raleigh using a $25,000 ADF budget.
Reach: Our slogan “Achieve Pizza Mind” will become a staple in the Raleigh marketplace. Using strategically
located bus ads and advertisements along with a billboard on the Cliff Benson Beltline and publicity stunts at specific Papa Murphy’s locations consumers will be visually reminded of “Achieve Pizza Mind” throughout the day. The radio spot will serve as an audible reminder of “Achieve Pizza Mind” and will target workers and families on their drive home. The Newspaper ads will target the faculty, staff and off-campus student population of North Carolina State University.
Frequency: We are looking at a daily exposure of 4-5 times a day between our bus advertisements and our
billboard. Our social media presence and online ads look to gain a similar view count at 5 times a day with our target audience. The publicity stunt will occur a twice a week for three weeks at two different locations for a total of 12 times.
Audience: Our target demographics are commuters and families in the Raleigh area. Over 70% of people
decide what they’re going to eat for dinner on the car ride home from work. Therefore the most effective time to reach them is on their drive home. We intend to make Papa Murphy’s an easy and fulfilling alternative to preparing a meal after work, while still providing the family experience of cooking and eating at home.
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Media Mix Bus Decals: The bus decals will be placed on the side and back of two buses running along lines 16 and 5.
These are the routes which directly pass our two primary locations. The advertisements will also implement our “Achieve Pizza Mind” theme.
Radio: Our 30 second radio spot will be advertised on 3 Raleigh stations: WKNC-FM (North Carolina State
University station), WQDR (country) and WCHL (news and talk). The spot opens with a zen style gong into calming music in the background. and fades into a soothing voice which says “Achieve Pizza Mind” and states the two primary store locations.
Newspaper: For newspaper advertising we have three inserts which will be run three times through out
the year in the The Technician (North Carolina State University). Additionally we have an online corner peel/sliding billboard ad which will run for a month on NewsandObserver.com, Raleigh’s primary news website.
Billboards: Our billboard will appear on the Cliff Benson Beltline for four weeks. The billboard is owned
by Fairway Outdoor and will feature our “Sunset Pizza” ad. This will catch the attention of drivers on a primary interstate located near the NCSU campus and Papa Murphy’s Oberlin location.
Publicity Stunt: The publicity stunt will take place at our two primary Papa Murphy’s locations (SW Cary Rd
and Oberlin Rd) . It will drive home the “Achieve Pizza Mind” theme by showing employees dressed in toppings (tomato, bacon and pepper) costumes being led through a yoga session by an employee dressed in a pizza costume. This will occur on the Wednesday and Friday of the first, second and fourth weeks of the month.
Social Media: Utilizing Twitter, Facebook, Instagram and Vine accounts we will establish a unified online
presence to bring together corporate and franchise identities. This is important as current Papa Murphy’s accounts are difficult to distinguish from one another. This step will be necessary for the company to achieve further success in social media.
Mobile Application: The focus of this application is to create a more convenient online ordering system
where consumers may order and customize their pizza to be ready upon pick up. A coupon section is also included which provides deals and discounts. The app will also utilize social media outlets to connect consumers with the Papa Murphy’s brand. Unfortunately the costs of hosting and maintaining an app would push us far over our budget, so we were forced to leave it out of our campaign.
Budget
Bus Decals ($605 per month x 4 + $350) Radio Spot ($141 per spot x 6 = $846 per station x 3) Newspaper ($747.50 per ad x 5 = $3,735.50 + $2,500 (online) Billboard (1 panel on Cliff Benson Beltline for 4 weeks) Publicity Stunt (total cost) ($475 per day x 6 = $2,850 + $335) Social Media (Twitter, Instagram, Facebook & Vine) Total Cost
$2,770 $2,538 $6,237 $6,373 $3,185 $0 $21,104
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Billboard
Online Ads
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Bus Decal
Social Media
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Newspaper Insert
Sample Coupon
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