THE AHMP GROUP OUR MISSION The AHMP Group as an agency is dedicated to the realization of advertising that changes minds, turns heads, and generates ideas that amplify our creative needs. Challenging the norm is a task best left for those who are prepared to take risks, and in that respect we have exceeded our expectations.
OUR PROMISE The AHMP Group starts small, digging for that one great spark that will empower the exploration of progressive ideas. We will achieve your goal of increasing online sales by transforming the way we reach out to millennials. There will be no doubt that Pizza Hut is most in touch with the leaders of today’s society.
Cortney Pace
Chief
1
Executive
Officer
Jeremy Horton
Chief Operations Officer
Juan Aguilar
Chief
Creative
Officer
Khushbakht Mohammad
Chief
Marketing
Officer
EXECUTIVE SUMMARY Target Market: Social Pioneers Our target market consists of 18-34 year old millennial creative thinkers, innovators and adventurers. These Social Pioneers have taken traditional means of communication and interaction and pioneered a new way of socializing through the use and adaptations of current technology. They like to have options. They like to feel empowered. Social Pioneers go against the grain, they travel the unbeaten path, and they venture to discover what makes them happy.
Creative: Curiosity To really reach out and provoke a response from Social Pioneers, we knew that our ad executions needed to consist of unusual, eye catching and emotional stimulating attributes. Not only do our ads produce potent brand awareness measures for pizza consumers, they directly and effectively engage the target market encouraging curiosity, conversation and urgency to discover how Pizza Hut can become their personal go-to choice to satisfy their pizza cravings.
Positioning: Discovery The AHMP Group found that Social Pioneers are constantly exploring and discovering the world around them. Whether it’s a small tid bit of knowledge or a recently released cutting edge device. Discovery is The AHMP Group ‘s core insight to what drives Social Pioneers. The AHMP Group will position Pizza Hut as the driving force that fuels this discovery. This in turn will empower the Social Pioneers to find new opportunities.
Media/Promotions: Interaction We developed a comprehensive system that speaks to our target market from every relevant marketing channel. This requires considerable thought and care. We want to foster a strong bond with Social Pioneers without becoming clingy. To achieve this, AHMP Group fine tuned a media and promotional structure that creates a perfect balance. We’ve used a combination of traditional and digital channels that are specifically geared to reach and captivate our target market. find out how Pizza Hut can discover them as well.
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TABLE OF CONTENTS 1
AHMP Group
2
Executive Summary
4
The Challenge
5
Situation Analysis
6
Competition
8
Research Overview
9
Target Market
11
SWOT Analysis
12
Strategy
14 15
Creative Overview Creative: Traditional
21
Creative: Promotions
29
Social Media
31
Media Flowchart
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Media Allocation
33 34
Evaluation Credits/Refrences
THE CHALLENGE #1 PICK Position Pizza Hut as the top choice for customers who order pizza digitally.
BEST EXPERIENCE Provide the greatest digital ordering experience in the category.
INCREASE DIGITAL ORDERS Reach the target of 75 percent of all orders done online/mobile by the end of 2015.
THE CHALLENGE
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SITUATION ANALYSIS INDUSTRY OVERVIEW It’s safe to say the pizza restaurant industry has entered the mature stage of its life cycle. Many towns and cities have reached the limit of pizza restaurants that their populations can support. That makes it harder for operators to open new stores and for new operators to get into the business. It also means that increasing sales per unit, rather than opening new stores, is a key driver of industry revenue. Considering that pizza has become such a cultural touchstone from coast to coast, it’s no surprise that U.S. pizza restaurant sales grew a little bit over the past year even as the economy continued to drag. Pizza sales in the United States totaled $38,524,732,336.00 at the end of September 2014. That’s a 3.08% increase from 2013.
PIZZA HUT OVERVIEW Founded in 1958, Pizza Hut was started by two brothers who borrowed $600 from their mom to pursue their dream of opening up a pizzeria. While doing so, Pizza Hut eventually became the largest pizza chain in the United States with over 7,800 units nationwide. Pizza Hut pioneered online ordering. In 1994, the very first thing to ever be purchased online was a Pizza Hut pizza. In 2003, Pizza Hut further developed this concept by providing online ordering as an option to please its consumers. Pizza Hut not only sells great pizza, but is also known for its variety of pasta dishes and Wing Street brand of buffalo style wings. At the end of September 2014, Pizza Hut was the leader among major pizza chains comprising 14.79% of total sales for that year.
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SITUATION ANALYSIS
COMPETITION DIRECT Pizza Hut is situated among some strong competitors within the industry. The biggest competitors facing Pizza hut are Dominos and Papa Johns along with Little Caesars and CiCi’s trailing closely behind. Independently owned and operated pizza shops make up the remainder of Pizza Huts competitors within this category. Currently, Dominos is seen by many as the leader in innovative technologies that make mobile and online ordering sales channels fun and engaging. Papa John’s holds the spotlight for rewards programs and promotional incentives while Little Caesars prides itself with providing a cheap and convenient alternative to obtaining affordable pizza in a pinch. CiCi’s is considered to be in direct competition with Pizza Hut but is widely regarded as an inexpensive family buffet dining establishment with no delivery options.
INDIRECT Pizza Huts other adversary can be found in the frozen food section at your local supermarket or major grocery store. When it’s time to stock up on groceries over the weekend, frozen pizza is a considerable purchasing option for some. These pre-packaged and oven-ready goodies are available in a variety of brands. Among the major players in this realm, DiGiorno, Totinos and Red Baron are the go-to brands for consumers who want to save a little extra time and money by not ordering from major pizza chain shops. Tipping the delivery guy is no longer necessary.
COMPETITION
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It is not about pizza eating behavior; it is about smartphone usage.
RESEARCH Overview
OBJECTIVES
P R I M A R Y
OPPORTUNITIES
• Understand Pizza Huts place in minds of the target market
• Conducted a focus group with target market to encourage the exchange of ideas and feelings
Pizza Hut has the ability to completely re-imagine how pizza ordering is experienced to connect with millennials. By creating new ways of ordering and engaging them, Pizza Hut can reach further than millennials because of their influential nature.
• What does the target look for in pizza ordering experience • Understand how multiple apps, online activity and digital technology play a role in the target’s daily life • Understand the reasoning behind the targets reason for calling • Understand what motivates them to order digitally • Understand the competition tactic and influences
STRATEGIES • Research target markets psychographic traits and behavioral patterns for making decisions • Investigate ways to enhance the pizza • Review and analyze blogs,online reviews, journals and articles
• Created surveys with questions to help give qualitative and quantitative information • Conducted field interviews with customers at local Pizza Hut establishments
SECONDARY • Searched competition • Use MRI+ database to explore target markets and purchasing habits and behaviors • Review and analyze blogs,online reviews, journals and articles
ATTITUDES
Millennials spend a lot of time using their smartphones to communicate with one another as well as stay current with the news. They constantly check their phone for notifications on all social platforms that they have recently posted. They are more adept to entertainment and ingenuity.
MAIN TAKEAWAYS Millennials love their technology, especially their smartphones. They thrive with open source and creative outlets. They like to rely on word of mouth from their peers more than advertisements. They also like to take risks and discover new opportunities on their own.
RESEARCH OVERVIEW
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TARGET MARKET Social Pioneers Social Pioneers are ahead of the technology curve. They are in the know and are the go-to when their friends need advice about what technology they should get into.
The Self-Starter
The Intuitive
The Enthusiast
Very Self Reliant
Street Smart
D.I.Y
Ambitious
Easy Going
Sense of Community
Risk Taker
Well Informed
Leader
Over Committed
Determined
Generous
Curious
Opportunist
Honest
Optimistic
Accountable
Activist
OVERALL Social Pioneers share many traits but are each their own unique individual. They care about the world they live in and are passionate about their dreams.
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TARGET MARKET
The Self-Starter
The Intuitive
The Enthusiast
Liz is a very practical 19 year old. She is in her sophomore year of college. She grew up with a computer in the house and knows how to build one from scratch. She is determined to prove that there is such a thing as multi tasking and that she is the queen of it. She has involved herself into every student organization she can. She is still finding out who she is as a person and plans on participating in a study abroad program over the summer. Liz is not sure what she wants to major in yet, as she has already changed it three times since freshman year. She’s not afraid to start over and change her whole outlook, after all she is in school to determine what she wants to do for the rest of her life.
Noah is a 23 year old recent graduate from Texas State College. He went there mostly because it was the biggest party school in Texas. After almost flunking out of college his freshman year he decided it was time to get serious about school; and found a balance that fit his social wants and his parent’s academic needs. He is currently looking for his first career job, so he has moved back in with the parents temporarily. During his downtime in between the job hunt, he likes to play Destiny on his Playstation 4. Noah knows all the newest games coming out, and their ratings before many other game enthusiast. He checks Reddit hourly for all his news updates. He also knows the best gaming blogs to get reliable information about upcoming games. Whenever a new game comes out, his friends always ask him for his recommendations and what he would consider a good deal.
Jenna is a 26 year old fashionista, she has taken her style and influence to Instagram. She even currently has a Snapchat that allows her followers to get a little more glimpse of her day to day. Everywhere she goes she carries her brand new Iphone 6, she is an early adopter when she thinks will help her with her fashion Instagram. Growing up in a small town has really given her a sense of community. She is passionate about giving back to the community she lives in. However she is skeptical about where she donates money. She would rather volunteer time or donate to an organization with the most transparency about where donations are allocated.
LIZ LEMON AGE: 19
NOAH GOODMAN AGE: 23
JENNA MAHRONEY AGE: 26
TARGET MARKET
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SWOT ANALYSIS
S
W
O
T
t r e n g t h
e a k n e s s
pportunities
h r e a t s
Nationally known brand
Pizza Hut’s app
Health-conscious customers
Pizza competitors
Largest pizza chain in the United States More than 6300 traditional restaurants Promotions
Pizza Hut’s website Overall UX Digital ordering Pizza selection
Deliver to more towns
Satisfaction of Pizza is declining
Foster conversation with social pioneers
Organic pizza selection
Development of relevant technology
Slow delivery
Development of a reward system Reinvent website and app presence
Famillennials Dine-in experience Quick service High food quality Brand presence
More toppings for pizza
Negative connotation with online food ordering
Mom and Pops shops Precooked pizza in grocery stores UX of pizza competitors
Attracts people of various range Loyal customer base
ANALYSIS Consumers are finding it more convenient to order over the phone than to you Pizza Hut’s digital platforms. This leaves Pizza Hut with a lot of worth to reposition themselves within the consumer’s mind. .
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SWOT ANALYSIS
TO SOCIAL PIONEERS PIZZA HUT IS THE
EMPOWERING EXPERIENCE
THAT
FUELS
D I S C O V E R Y
STRATEGY
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What you want. Where you want it. How you want it.
C R E A T I V E We are introducing an exciting new way to the Pizza Hut experience. Promotions that allow pizza anytime Ideas that allow pizza anywhere Exactly how they want it.
CREATIVE
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TRADITIONAL BILLBOARDS
We plan to create multiple billboards to show just how far Geo-points can take social pioneers in getting pizza. These billboards will be placed in major cities across the United States. The headline “Anywhere” is to help push the idea of geo-point ordering. This paves the way for social pioneers to make their own discovery.
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CREATIVE
INTERNET RADIO In order to keep up with the highly mobile lifestyles of Social Pioneers we will be creating a series of radio spots that will be aired on radio stations in major cities.
The main platform for our radio spots will be online radio and music streaming services such as Pandora, Spotify, Amazon and Google Play.
CREATIVE
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In our first frame we open on a busy airport just as a young lady arrives from her flight. She looks down curiously at her phone while glancing around in the general area.
Our next frame shows a male counterpart walking through the airport while trying to look over crowds to find someone. At this point we begin to play some cheesy romantic comedy theme song.
We get a frame here to show the movement of our male character walking through the busy airport allowing us to reveal and set up our expected love story between our characters.
At this frame we show a glimpse of our Geo-Point Function that has been added to the pizza hut app, but only showing the functionality fit,and not the Pizza Hut brand yet.
Now our characters finally spot each other, and they smile wide leading up to the great reveal. As the crowd parts and dissipates around him, our male character is revealed to be delivering a delicious Pizza Hut pizza, the true object of our female characters affection.
With our final frame we showcase Pizza Hut and our identity of Discovery. The goal is to provide an empowering experience for Social Pioneers that allows them to discover the true object of their affection and attention.
STORY BOARD We will be creating a series of ads that delight us with tales of love that show Social Pioneers the potential Pizza Hut has when delivering to them. Bringing to them an empowering experience no matter where their desires take them. Our product arrived to them at the exact moment that they were ready for. We aren’t holding them back, in fact we are there to give them what they need to fuel their discovery.
CREATIVE
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TRADITIONAL DIGITAL
BUS SHELTERS
We are proud to introduce the idea of Wait Time Rewards. Patience is a virtue, but often it goes unrecognized and unrewarded. We are changing that.
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CREATIVE
GEO-POINTS We will be placing digital touchscreen boards at bus shelters that will allow those who are waiting to play a game from a selection of custom made games.
Introducing Geo-points. A brand new way to discover a cutting edge delivery system. Now when Social Pioneers can have Pizza Hut delievered almost anywhere to them.
Users can still enter in their address or they can just click the Geo-point icon. The software will calibrate exactly where the user is and determine if it is a deliverable spot. Now Social Pioneers can fulfill their pizza needs almost anywhere they are.
CREATIVE
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PROMOTIONS
AUTOMATIC PIZZA MACHINE
Introducing the new innovative Pizza Hut Automatic Pizza Machine. A totally new experience that empowers Social pioneers. It’s an entirely new way to discover all the new flavors that Pizza Hut has to offer. It creates The ability to order them using the smart and simple technology at your disposal and allow you to share this experience or embrace it as your own.
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CREATIVE
NYU MICHI GAN UNIVE STATE RSITY STATE ARKANSAS TY UNIVERSI
UNIVERSI TY OF FLORIDA
UCLA
UNIVERSI TY OF TEXAS
CREATIVE
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The APM will come equipped with 6 touchscreens in order to fulfill orders during the selected colleges’ peak hours. These screens will allow Social Pioneers to create and place a new order or pick up an existing order. After the initial 3 weeks we will be launching a APM promotion site in order to allow Social Pioneers to view the process of making, designing, and testing the APM at the Pizza Hut Labs. We want to inspire them and demonstrate the amount of hard work that went into creating this revolutionary monumental technology. At the same time, a voting page on this site will open that will allow visitors to vote on the future college campus locations of our APMs. These rounds of voting will decide on the future 24 locations for our APMs.
Social Pioneers are a group that have grown up with video games. They have a video game console in their homes that functions as either an entertainment system or a gaming machine. Consoles now come equipped with voice capabilities and can use a variety of apps.
The Xbox Pizza Hut App will allow you to order pizza straight from your Xbox using either your controller or Kinect voice commands. We will also be improving on the mobile app by allowing users to view their current order at any time as well as change individual components of their order.
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CREATIVE
PROMOTIONS
XBOX CONSOLE APP
To really offer a new variety of discoveries. Pizza Hut will over achievement milestones where gamers playing new release title can win a free specialty pizza that was designed just for that game. So when they the player unlocks the achievement they will also unlock a limited edition pizza flavor.
CREATIVE
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PROMOTIONS
DIGITAL STREAMING
Video games are a big part in the lives of Social Pioneers. They like to interact with others through their favorite video games. Through these interactions we see communities of online gamers form and come together. These communities have grown so large that games like League of Legends and Dota 2 have sold out entire stadiums for their professional team events. At the same time, they have had the same amount of people, if not more, watching the events through online streaming services.
Our plan is to offer a sponsorship to a popular team in each of these communities as well as promote Pizza Hut through online ads that will air on gaming streaming services such as Twitch.Tv
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CREATIVE
Introducing the Pizza Hut Fantasy Pizza Wagers. Users will be able to place a pizza wager on a fantasy sporting match. Both parties involved in the match will have to agree on it, at which time they will pay for the pizza. Once the match is concluded the winner will be awarded the pizza wager coupon which can be used anytime within the next week to purchase at pizza at their discretion.
To continue on our goal to connect more through video streaming services we will be placing advertising on Hulu, Amazon, HBO, and Netflix. Specifically for Netflix we will be creating a secret reward program that will give subscribers the chance to win various rewards and even free pizza just for watching show or movies for extended periods of time. Except these will not be advertised in any way, instead they will be rewards with the goal of creating a buzz. Netflix subscribers are Social Pioneers and they are well versed in social media. The goal is to have them share their surprises and motivate others to seek out these secret rewards.
CREATIVE
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SOCIAL MEDIA With the installation of vine, we are going to hire a Vine Celeb that will Vine the next gen Pizza Hut App and other new ordering technologies in order to communicate and reach this segment of the target market We will be creating engaging posts that promote our APM, Xbox App, Stream ads, eSports promotions and any other shareable content. Facebook contests and sweepstakes to engage the target market and discover the possibilities with Pizza Hut Contest 12 days of Christmas promotion. Recreate the song to follow Pizza Hut deals. Sweepstakes Where do you eat pizza (instagram) #pizza now - this sweepstakes people upload pictures of where they eat pizza kind of goes hand in hand with Geo points Discover the new flavor of now create the new menu item that will appear on menu options and get 1 free pizza a week for an entire year Utilize and implement gifs in an odd fashion to really reach and create an understanding connection with social pioneers.
Create inspiration and discovery boards. An ingredient discovery board will allow users to vote by repinning their favorite to introduce from a new country.
Create banner ads to promote the APM on various threads.
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Create the first snapchat movie, do it all within 21 different 10 second ads to show Pizza Hut discovery.
CREATIVE
“And I don’t cook, either. Not as long as they still deliver pizza.” - TIGER WOODS
MEDIA & PROMOTIONS FLOWCHART
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MEDIA
MEDIA & PROMOTIONS ALLOCATION RADIO 6%
PROMOTIONS 52%
PAY PER CLICK 1%
OUT-OF-HOME 31%
TV 3%
DIGITAL DISPLAY 6%
BUS SHELTERS BILLBOARDS apm
MEDIA
32
E V A L U A T I O N 33
EVALUATION
OBJECTIVES
OPTIMIZATION
We want to provide all of the possibilities that a social pioneer could imagine. We created a campaign that does just that. It engages them, allows them freedom to get pizza their way. This will position Pizza Hut as the top choice for digital ordering by providing the greatest ditial experience for them.
With the installation of Geo-points, we can monitor exactly where people like to order their pizza this in turn can use for research about future product developments as well as building new Pizza Hut locations. With this valuable information Pizzza Hut can continually lead the pizza frontier.
METRICS AND EVALUATION The AHMP Group will continually monitor the preformance of the APM and Geo-point ordering during the length of the campaign. At the end of the 6 month period we predict we will get 80% of online orders. We will confirm this once all the data is recieved. From here we will evaluate the strengths of the campaign and the weakness to move forward.
http://www.businessweek.com/articles/2014-11-11/pizza-hutgoes-flat-with-redesigned-logo https://www.facebook.com/video.php?v=807902605906023 https://www.youtube.com/watch?v=JzDaI5nsJ_k http://mobile.nytimes.com/2014/11/19/business/media/inoverhaul-pizza-hut-tries-adventurous-menu-offerings-and-adash-of-irreverence.html?_r=0&referrer http://www.fool.com/investing/general/2014/11/16/fast-foodnews-in-one-week-pizza-hut-will-be-unrec.aspx http://www.adweek.com/news-gallery/advertising-branding/ when-clients-let-media-agencies-take-risks-good-things-happen-161309#campaignhttps://www.youtube.com/watch?v=Av6blnLypg8&feature=youtu.be spending-more-25-million-1 https://www.youtube.com/watch?v=keCwRdbwNQY&feature=youtu.be http://www.adweek.com/news/technology/here-s-how-youcan-get-people-want-click-your-mobile-ads-160816 http://www.npr.org/blogs/alltechconsidered/2014/10/23/358301467/please-do-not-leave-a-message-why-millennials-hate-voice-mail?utm_source=facebook. com&utm_medium=social&utm_campaign=npr&utm_term=nprnews&utm_content=2047 https://jfe.qualtrics.com/form/SV_bf8w4LZj6yeeGuF https://order.pizzahut.com/visabogo?OCID=9.6.14TW http://adage.com/article/cmo-strategy/domino-s-pitchesvoice-ordering-app-fast-food/295284/ https://jfe.qualtrics.com/form/SV_5dvCRhf81VYGzK5 http://consumerist.com/2010/02/25/pizza-hut-throws-awayyour-online-order-and-sends-you-home/ https://www.hotelschool.cornell.edu/research/chr/news/ press/prdetails.html?id=794 http://www.huffingtonpost.com/2014/10/01/pizza-hut-bookit-is-back-free-pizza_n_5906472.html?1412174088&ncid=fcbklnkushpmg00000063
CREDITS & REFRENCES
http://www.nielsen.com/us/en.html http://tvbythenumbers.zap2it.com/ https://blog.compete.com/2010/07/08/the-seasonality-of-pizza/ https://www.surveymonkey.com/results/SM-V3Z8LRY8/ http://www.pmq.com/December-2013/Pizza-PowerThe-2014-Pizza-Power-Report/
CREDITS
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