NSAC Plans Book 2015 by Hannah Lynch

SHOULDN’T DECIDING WHAT YOU WANT BE THE HARDEST PART OF ORDERING?

IT’S YOURS TEAM 150

INDEX RESEARCH 1 Executive Summary 2 What Pizza Hut Is 3 Research Question 4 Research Overview 5 Target Profiles 6 Discoveries, Realization and Hypothesis STRATEGY 7 Our Big Idea 8 Why It Will Work 9 New Digital Experience 10 Personal Account 11 Application Features 12 Other Digital Implementations 13 Launch Overview 14 Campaign Kick Off 15 Completing The Launch 16 Partnership 17 Philanthropy 18 Promotion 19 Promotion Continued MEDIA 20 Social Media 21 Sponsored Posts & Mail 22 TV & Radio 23 Media Schedule 24 Budget 25 Evaluation 26 Credits And Sources

EXECUTIVE SUMMARY Pizza Hut started as Dan and Frank Carney’s idea to provide the students and surrounding community of Kansas State University with convenient, delicious, pizza. It is now a member of the largest restaurant company, Yum! Brands, with thousands of franchises all over the world. Beyond being the market leader in the fast casual restaurant industry, every aspect of Pizza Hut is built around a passionate devotion to providing customers with what they want, so they can move forward in life with the compliment of pizza. The signature red roof incites feelings of comfort, excitement, or even reminiscence. For Pizza Hut consumers, it is a means of release, a known answer to an unknown problem, a regular indulgence they can trust again and again. Despite Pizza Hut being the largest pizza company in the world, it’s lack of intuitive, well“ I WANT FROM MY APP WHAT integrated online and mobile tools has compromised EVERYONE ALWAYS WANTS FROM its position as first in digital ordering. Pizza Hut has the advantage of providing quality products, great, CUSTOMER SERVICE. FAST, fast service, and thousands of convenient locations. FRIENDLY, AND IF THEY However, a campaign that improves and integrates REMEMBER ME? EVEN BETTER.” the digital ordering tools while maintaining Pizza Hut’s dedication to their core values would result in completing their position as market leader. Our comprehensive research, insightful strategy, and powerful creative meets the campaign objectives. Our plan will position Pizza Hut as the top choice for digital ordering, provide the best digital ordering experience in the fast casual category, and have 75% of all orders be digital by the end of 2015.

SWOT ANALYSIS

STRENGTHS

Sells more pizza, pasta, and wings than any other company Brand identity is ubiquitous with pizza Consumers are brand loyal to Pizza Hut Two-thirds of Americans live within three miles of a Pizza Hut

W WEAKNESS

Current mobile ordering system is not user friendly Lack of consumer awareness about digital ordering Has not adopted the newest technology available for mobile ordering and payment

58% OF ADULTS OWN SMARTPHONES

Customer service is not perceived as unique and authentic

OPPORTUNITIES

The widespread adoption of mobile devices opens the door to new methods of ordering and payment Social media allows better targeted promotions and advertising to consumers The demand for an easy-to-use, streamlined, ordering system Growing desire for authentic interaction with companies allows for better connection with consumers

THREATS

Other major pizza chains innovative ordering technology Local pizza chains with strong personal customer service growing in popularity Current food trends turn consumers toward alternatives perceived as fresh and artisanal Consumers are slow to adopt new ordering methods

84% ADULTS AGE 18-49 USE SOCIAL MEDIA

43%

OF PIZZA HUT ORDERS ARE MADE ONLINE

COMPETITIVE LANDSCAPE Although Pizza Hut is the largest pizza chain, there is strong competition in the market. While other large pizza chains pose a threat with new digital ordering options and high sales figures, local pizza chains are a growing concern as consumer preferences lean to options perceived as healthy and authentic.

PIZZA HUT DOMINOS %15 %9

DOMINO’S

PAPA JOHN’S

LITTLE CEASARS

PAPA JOHN’S %7

LITTLE CEASARS %5

PIZZA MARKET SHARE LOCALIZED PIZZA CHAINS & OUTLETS

THE PROBLEM First, we attempted to understand the problem Pizza Hut currently faces. In order to overcome the challenge of increasing the share of pizza orders completed digitally, we conducted research to find the main problem and develop our campaign research question. After this primary research, we discovered that the main problem inhibiting digital ordering for Pizza Hut is that the digital tools are not user friendly and are not integrated with other media. Additionally, there has been a lack of promotional efforts to push consumers to order on the app, mobile site, and website. Once we discovered the main problem, we formulated a two-fold research question to guide our methods for discovering the best campaign strategy.

How can we make the digital tools and ordering process what the target wants, and what is the best way to inform and persuade them about the changes?

WAS IT BRAND PERCEPTION?

WAS IT PROMOTION?

Through primary research, we found that members of the target mostly have a positive impression of the Pizza Hut brand and the products. When asked in a survey what is the first thing that comes to mind about Pizza Hut is, most people mentioned delicious and inexpensive options with fast delivery. Overall, the target’s brand perception of Pizza Hut is positive and is not negatively affecting digital ordering.

Pizza Hut has used some promotional efforts to inform the public about ordering online, but the bulk of their advertising focuses on the product and menu. This season, Pizza Hut’s mobile promotions have been about discounts without any incentive or prompt to download the app besides a link to the mobile site. However, Pizza Hut needs to promote their digital tools in order to increase their online and mobile orders. There have been almost no promotional efforts to incite app downloads among customers, such as in-app advertising, incentive-based download programs, and content on app review sites.

“I CAN GET GOOD FOOD AT A GOOD VALUE.” “IT’S DELICIOUS AND INEXPENSIVE PIZZA.” “WE ALWAYS GOT PIZZA HUT AS KIDS AND IT’S ALWAYS BEEN GOOD.” “I LOVE THE AMAZING WINGS AND FAST DELIVERY.”

“I DON’T ACTIVELY SEARCH OUT APPS. IF I SEE ONE THAT LOOKS COOL ON TV OR FROM A WEBSITE, I’D DOWNLOAD IT THOUGH.”

WAS IT THE QUALITY OF THE ORDERING TOOLS AND PROCESS? This issue seems to be the largest problem preventing the number of Pizza Hut’s mobile orders from being higher. The problem is two fold: the digital tools are not intuitive or user-friendly, and they are not integrated with each other or customer’s other digital activities and payment preferences. According to our survey results, the factor that is most likely to persuade someone to download an app is its intuitive usability. However, Pizza Hut’s current app, mobile site, and website aren’t easy to use, clear, or straightforward.

“I TRIED ENTERING A CERTAIN ADDRESS ON MY CAMPUS AND THE LOCATION WASN’T RECOGNIZED. IN THE END I HAD TO CALL”

RESEARCH METHODS Having identified the key challenge facing Pizza Hut, a research process was designed to find solutions. This process began with secondary research about the brand, mobile ordering, and consumer base. With this understanding, the target was identified and primary research was conducted to form a hypothesis. This hypothesis was then tested using a variety of methods to prove that it will effectively increase mobile ordering.

The information gathered about the ordering process during this research gave a clear direction as to where Pizza Hut needs to take their application and online ordering systems. The research indicates Pizza Hut needs to create a more simple to use application that is personalized to each individual consumer. The consumer needs to feel that deciding what to order is the hardest part of the ordering process. The application and online ordering system need to be personalized, making the consumer feel appreciated and connected with the company.

682 TOTAL RESEARCH IMPRESSIONS

TARGET RESEARCH From our primary and secondary research methods, we discovered that the ideal target for this campaign encompasses a wide variety of individuals. Based on findings from market research tools, online sources, surveys, and focus groups, we found commonalities and connections among an ideal target for this campaign that allowed us to categorize them in two overall groups. The ages of these individuals range from 18-49 due to the universality of smartphone usage and pizza consumption. The segments of our target are defined by lifestyles, opinions, interests, and obligations because no matter what age, these consumers have a need for a streamlined digital way to order their favorite food.

SELF-RELIANT SOCIALIZERS These active adults are confident, connected, and open to change. Self-reliant socializers lead busy lifestyles and balance socializing, entertainment, schoolwork, and work schedules. Theyâ&#x20AC;&#x2122;re constantly on the run and use technology to stay connected and make their hectic lives easier. They are tech-savvy and frequent users of apps on their smartphones. With increased exposure to digital content, they are more likely to notice online marketing through mobile and online ads, social media, and digital promotions. They frequently choose fast, convenient food that fits their limited budgets. Fast casual restaurants are growing among millennials not just because of their convenience, but because they have a strong digital presence and a willingness to invest in the quality of the ingredients.

44% 61.4% 54%

VALUE SPECIAL FEATURES ON THEIR SMARTPHONES RATHER THAN PROGRAMMED FUNCTIONS

ARE ON SOCIAL MEDIA 3 OR MORE TIMES A DAY

PREFER SOCIALIZING WHILE EATING PIZZA

DYNAMIC FAMILIES These families have established careers and live child-oriented lifestyles. They are brand conscious, yet remain value-minded in their purchasing decisions. They use mobile and online avenues to speed up and simplify the many facets of their lives. Their digital tools allow them to stay connected within their communities and with family, as well as with activities like banking, entertainment, shopping, ordering take-out meals, travel, etc. These families are racing from activity to activity and need convenient solutions for meals on the go.

52% 79% +80% FEEL SAFE ORDERING ONLINE

PARTICIPATE IN A COMPANYâ&#x20AC;&#x2122;S ARE ON FACEBOOK, MYSPACE PROMOTION THROUGH AND TWITTER, SHOPPING AND PRICE SOCIAL MEDIA CHECKING ONLINE AND TEXTING OR EMAILING FRIENDS

REALIZATION

THE SIGNIFICANCE Having identified our target, we set out to answer our research questions:

HOW CAN WE MAKE THE DIGITAL TOOLS AND ORDERING PROCESS WHAT THE TARGET WANTS, AND WHAT IS THE BEST WAY TO INFORM AND PERSUADE THEM ABOUT THE CHANGES? Both segments are most likely to be in casual settings and watching movies when they choose to order pizza. Members of the Dynamic Family segment are more likely to be with their families when they order, while Self-Reliant Socializers choose to eat with friends. For the target, pizza is viewed as an opportunity to relax. Members of our target are strong users of social media, with facebook most popular among the older segment and a wider variety of platforms, including Instagram and Snapchat, being used by the younger members of the target. The targets values the opportunity to engage with their friends and express their personal style. The segments also have shared reasons for downloading mobile applications to their devices. They want applications that are easy to use with an intuitive interface. Self-Reliant Socializers and Dynamic Families live busy lives, and like their mobile applications to enable them to live their lives efficiently.

When it comes to the mobile ordering of pizza, the target wants the same things they want from all of their mobile applications: intuitive user interfaces. The applications they are likely to use are those that are easy and streamlined. Further, these potential consumers are strongly discerning, and value authenticity and personality. Reaching out to the target means making our message one that will resonate personally, as out target heavily uses social media and relies on reccomendations of friends. After reviewing our initial focus groups and survey results, we discovered that our target audience prefers a digital ordering system that is easy to use, personalized, and streamlined.

Our research led us to conclude that it is important to both segments to have the pizza ordering experience not interrupt their ongoing activities. Whether that activity is watching movies, taking kids back and forth to sport practices, or simply being too busy to cook; our segments often order pizza on a whim. They want the ordering process to be quick, easy, and most importantly, personal. Given this information, we were led to the realization that Pizza Hut consumers would embrace a digital ordering app that seamlessly brings together three important aspects: ease of use, convenience, and a genuine personability that reflects the relationship Pizza Hut proudly holds with their loyal consumers.

HYPOTHESIS FOR OUR SOLUTION Members of our target are comfortable with the use of digital technology and mobile applications. With an authentic message and fun incentives, this target can be convinced to order once through the digital tools. Our improvements aimed at streamlining this process will ensure that these customers order digitally again and again. If we improve the digital tools and

inform the target about them with our campaign, then Pizza Hut will be positioned as the top choice for customers who order pizza digitally, provide the greatest digital ordering experience in the category, and reach the target of 75 percent of all orders done online/mobile by the end of 2015.

SHOUDN’T DECIDING WHAT YOU WANT BE THE HARDEST PART OF ORDERING? The central goal of our campaign is to improve the digital ordering tools and process by seamlessly combining the lifestyles of consumers and the technology that will drive digital orders. Informing our target of these improvements will position Pizza Hut as the number one digital ordering system in the minds of consumers. Ordering Pizza Hut will become second nature due to the integration of the website, mobile platforms, and other media and technology, giving customers an interface that will not interrupt how they live, but enhance it. The intuitive technology identifies unique preferences and habits which enables Pizza Hut to provide more effective deals and promotions. Ordering should never be an inconvenience, so we provide a solution to allow people to continue with their day enjoying everyone’s favorite food: pizza. We created an effortless ordering process that allows the consumer to live life uninterrupted. The consumers are not afraid to go after what they want, and love life with all of its indulgences. For consumers, customization and personalization have become second nature. They deserve tools to match not only their needs, but their creativity, talent, and wit. Pizza Hut lovers’ daily routines are as unique as the flavors of now, and our intent is to give them a user experience they will love so much that they’ll return to it time and time again.

IT’S YOURS

WHY IT WILL WORK The campaign will be effective because it addresses the points as exemplified in the next 16 pages. The first step of our campaign is improving the website, mobile site, and app to fit what consumers need and want from the biggest pizza company in the world. The next step is creating a digital experience that not only connects the rest of the campaign but also extends into the customersâ&#x20AC;&#x2122; personal digital experiences. They choose to make their experience more personalized, stress-free, and fast every time. The campaign will also include philanthropy, partnerships, sponsorships, and events that are meaningful, engaging, motivating, as well as digitally integrated. To top it all off, a carefully selected media plan will inform consumers of the new and improved Pizza Hut experience, and will work together with word of mouth and social media to integrate customers as far into the new Pizza Hut digital ordering experience as they wish to go.

TARGET BENEFITS Providing a fast, easy pizza ordering experience Integrating what they need from Pizza Hut with technology they already use multiple times a day Making it easy to find and use discounts and be rewarded for brand loyalty Enjoying their favorite meal along with chances to win during exciting events through sports, concerts, charity, college campuses, etc. Giving them an easy choice for their next fast-casual dining experience

BRAND BENEFITS Improving brand image as an up-todate company that works to make every customer interaction with Pizza Hut great, including digital ones Keeping loyal consumers happy by giving them what they want Reaching more types of consumers that might have possibly not considered Pizza Hut previously Positioning Pizza Hut as the top choice for customers who order pizza digitally Having greatest digital ordering experience in the category Reaching the target of 75 percent of all orders done online/mobile by the end of 2015

THE BIG IDEA Through research into technology and social media trends, we observed that the desire to be able to personalize and have a sense of ownership is more widespread than ever, and is expanding into the food world as well. After observing the reactions to other successful food and beverage campaigns, we have noticed that consumers respond to not only to the ability to

customize what they want, but also having ownership and being a participant in their favorite brands.

From discussing with consumers what they like about pizza, we realized that pizza is straightforward, and the experience of ordering it should be as well. Eating pizza is not a stressful or complicated event, and ordering it should be as easy

and intuitive as enjoying your favorite meal.

A NEW DIGITAL EXPERIENCE When breaking down the User Experience (UX) and User Interface (UI) of the updated digital platforms, we knew the interfaces not only needed to be seamless, intuitive and secure, but also don’t need a fully optimized Omni-channel experience. By re-aligning all the various facets of Pizza Hut into one unified and improved interface, it will allow consumers to ease into the newly digital brand. The UI and UX of the website and mobile application along with emails, in store details, promotions and other aspects will all flow together a seamless intuitive and visual experience.

The creation of our new digital tools is the solution to the first part of our campaign hypothesis

USER INTERFACE

USER EXPERIENCE

The UI focuses on the optimal functionality. With the newly designed website and mobile application we strove to create simplified platforms inspired by human nature. Our target leads busy lives, so we understand that the ordering process should be a comfortable, quick process seamlessly integrated within their lives, because shouldn’t deciding what you want be the

While the new UI Design acts as the nuts and bolts, the UX is the form that follows the function. An aesthetically pleasing digital experience leads reuse of the application. Knowing this, we decided to completely strip down the previous design components to create a simple platform that will carry out over the web, application, emails, in-store experiences, and much more. We’ve created an experience that

hardest part about ordering?

is beautful yet easy, down to the finest details.

1. Sleek new design with intuitive

interface

2. Content simplified and clean to

avoid intimidating new users

3. Omni-channel experience to

gives users consistency across all digital platform

4. Sticky navigation to allow ease

of access and speed

5. Can view current order anytime

with an active sidebar

THE RE-DESIGN Our objective was to create an app that was equally as pleasing to the eye as it was to use. No matter where you are in the ordering process, everything is in front of you and easily accessible to avoid any sense of being lost or backtracking.

With our redesign we wanted to make sure that the digital ordering process was intuitive and easy for each segment. Although they all enjoy pizza, their motivation and ordering habits all differ. For the creatures of habit we have the Favorites menu, where one can order their go-to meal with the click of a button. We have the classic Pizza Hut menu to slide through as well for anyone who wants to browse for their next meal. For the social eaters and families we have the Smart Deals. As the user continues to order from the app, Smart Deals will adapt to recognise meals previously ordered and customize deals for each individual user. The Itâ&#x20AC;&#x2122;s Your Rewards program awards points to customers every time they make a transaction, a referral, or create an account. For every 10 points a customer earns , s/he will receive $5 to be applied to his/her account balance.

ITâ&#x20AC;&#x2122;S YOURS THE APP What has always been great about pizza was its effortlessness and the fact that almost everyone enjoys it. With this in mind, we wanted to apply the best qualities of the pizza experience into the newly designed personal account experience. With the new interface we put the users and their needs first. A sleek new design is just the foundation. The new Pizza Hut digital tools offer a completely personal and customizable account that will only grow more personal as the user continues ordering from it. With newly added features such as rewads and promotion programs, split pay, and delivery tracking, the app is sure to enhance the overall Pizza Hut experience.

THE PERSONAL ACCOUNT AND ALL THE BENEFITS ARE STREAMLINED AMONG ALL OF THE DIGITAL PLATFORMS.

ITâ&#x20AC;&#x2122;S YOUR ACCOUNT 1. Your personal account is

1. Surprise and delight

the home for everything yours

messages for positive social media posts

2. Through app use,

3. Points can then be

4. Your inbox

cashed out to be used on purchases and split pay

codes through digital transactions, referrals and promo events

4. Order tracking will inform

when delivery is en route

throughout campaign will send promo codes for discounted orders

6. Split pay feature which

3. Earn rewards and promo

5. Various promotional events

5. Where promo codes

are entered for free or discounted orders

2. Split pay feature

promotions, and sharing rewards can be earned

allows you to send money via card info or account balance

7. Send referrals

FEATURE COLOR GUIDE 1 2

1 2

EASE & SPEED

PERSONALIZATION 2

3 4

1. Time will be posted

showing when the driver will arrive at delivery address

2. Live view of the delivery will

appear on the map to see food come in live action

1. Enter delivery address

4. Ability to recognize

addresses for primary delivery address universities, corporations, 3. Enter multiple delivery organizations addresses and easily 5. Skip to menu and switch on and off enter delivery later 2. Set address to the

1. Take a photo of card

to easily enter info

2. Option to manually

enter info

3. Set to the primary

card with ability to also enter multiple payment info

4. Skip to menu to enter

payment info later

HOT NEW FEATURES

OTHER DIGITAL IMPLEMENTATIONS SMART WATCHES

APPLE I-BEACON TECHNOLOGY

For the technology trend-setters in our segment, there will be a smart watch Pizza Hut app available on Apple Watches and Android-capable smart watches that connects to the smart phone app. It will allow consumers to access his or her digital account inbox feature, including order tracking notifications. The Apple Watch will also be enabled to receive iBeacon notifications from nearby Pizza Hut restaurants. If successful, we suggest that a fully capable app is developed for smart watches in 2016.

75%

OF WEARABLE TECHNOLOGY OWNERS ARE CONSIDERED TO BE “EARLY ADOPTERS”

#1 +35%

REASON SMART WATCHES ARE PURCHASED IS FOR CONVENIENCE

OF SMARTWATCH PURCHASES SUPPLEMENT SMARTPHONE ADDITION

RESTAURANT When customers call their local Pizza Hut to place an order, employees will encourage them to download the app for a faster experience, specialty discounts and the opportunity to participate in the rewards program. Customers can open their app and redeem their rewards points in a restaurant by scanning a barcode on the screen. Pizza Hut Express restaurants will have large touch-screens for ordering. Customers can create an account, pay or even place an order at the digital device. This will help convert dine-in customers to the new digital platform.

iBeacon technology will be integrated into the Pizza Hut iPhone and iPad apps since it is already built into Apple devices with newer mobile operating systems. The beacon is a small, low-cost piece of hardware that uses low-energy Bluetooth connections to transmit messages or prompts directly to mobile devices. The digital beacons themselves will be placed within the 25 busiest Pizza Hut Express locations as a test run. They’ll be used to provide customers with product information, flash sales or deals, and to speed up the checkout process with a completely contactless payments system. This technology is fairly new and customers have to turn on Bluetooth, accept location services, and opt-in to receive iBeacon notifications. Therefore, we only suggest expanding beacon technology to more Pizza Hut Restaurants if this initial test run is successful.

16.5X 20X $500m GREATER IN APP USAGE WHEN RECEIVING A BEACON MESSAGE

INCREASE IN USERS INTERACTING WITH ADVERTISED PRODUCTS

IBEACONS WILL GENERATE IN REVENUE BY 2019

AT&T AD WORKS We would also like to use AT&T AdWorks to advertise on Internet Protocol TV, which integrates a consumer’s TV, PC, phone, and other mobile devices to work together. It uses data-optimized, targeted television ads and tracks viewing patterns. AT&T AdWorks has the capability to create customized media schedules eliminating waste. If the advertising efforts prove successful, we suggest Pizza Hut continue advertising with this growing technology beyond the end of this campaign.

CAMPAIGN LAUNCH Our improvements of Pizza Hut’s digital ordering tools will only be effective if there is widespread awareness among the consumers. Therefore, we will use an assortment of methods that attract and involve our target through interactive qualities. During the first five days of July, there will be three efforts to build hype for the launch events. On July 1, large, interactive digital billboards will appear in Los Angeles, Las Vegas, Houston, Chicago and Manhattan. The billboard will be covered with red cloth and a teaser sign saying, “What will you see?” along with #ItsYours and the Pizza Hut logo. Curiosity and anticipation will build as consumers wait for Pizza Hut’s big reveal.

JULY 1-5

TV SPOT TEASERS SOCIAL MEDIA TEASERS JULY 6

IT’S YOURS TV SPOT (RUNS THROUGH ENTIRE CAMPAIGN) SNAPCHAT LIVE STORY PIZZA HUT SPONSORED SNAPCHAT “DISCOVER” STORY (JULY 6-31)

Second, 30 teaser TV and YouTube ads will run from July 1 through 5. They will have a white screen with red font that will slowly fade in and out, saying “Find out”, “What’s coming”, “July 6”, “PizzaHut.com” then end with “#ItsYours” on the screen. Up-beat music will play in the background, getting louder as the ad progresses. Third, Pizza Hut will be posting mysterious messages on social media with photos of the covered billboards, the date of the app and site launch, and curiosity-inciting messages auch as, “What’s coming next?”

COVERED BILLBOARD TEASERS

APP REFERRAL PROMOTION (JULY 6-31, CHANGES TO REWARDS POINTS INSTEAD OF HALF-OFF AFTER JULY) FIRST DIGITAL ORDER $5 LARGE DEAL (JULY 6-31) WEBSITE MESSAGE PROMPTING ACCOUNT CREATION AND APP DOWNLOADS (JULY 6-31) BILLBOARD REVEAL (6 - 31) JULY 17

JIMMY FALLON

JULY 18-20

FIRST TRUCK LOCATION CLUES RELEASED ON APPS

JULY 20-31

TRACK THE TRUCK

NATIONAL CAMPAIGN EFFORTS Major launch efforts will begin Monday, July 6. First, the newly designed Pizza Hut website will launch including an incentive to create a digital account. Smartphone and tablet apps will be available to download as well. A television spot will start running July 6 that communicates the campaign message, directs consumers to the new Pizza Hut digital tools, and introduces the hash tag, #ItsYours. It will directly answer the question of what was coming from the teaser ads. SnapChat will have a live story running on July 6 beginning with fun content introducing the new app and website experience, followed by images and videos submitted by users promoting launch events. There will also be a referral discount program for app users. It involves a customer sending a referral text message from their Pizza Hut app to a friend. If he or she downloads the app, they both get a unique promo-code for half off an order on the app. Pizza Hut will be posting on social media promoting the app, playing up launch promotions, and responding to consumers. In a select few situations, Pizza Hut will surprise and delight customers in situations that would increase social media attention.

The interactive digital boards will be unveiled on July 6 in major markets. They will be set up in areas with heavy foot traffic, and room to stop and observe the boards. The screen will be flashing images of an outline of a person along with copy prompting viewers to stand on an activation square. When the person approaches the billboard they will appear in simulated, entertaining experiences with pizza. Copy reading, â&#x20AC;&#x153;Getting pizza can always be this easy if you download our appâ&#x20AC;? will appear over the image. The Pizza Hut brand and download instructions will follow, along with a teaser for Track the Truck. The billboards will generate interest and act as a teaser for later promotional events through personal interactions as well as the immeasurable bonus impressions through residual media. On Friday July 17, Jimmy Fallon will talk up the new Pizza Hut app then engage one of his guests with it. For example, a challenge to see who can order fastest. Jimmy Fallon has a large social media following and is experienced in making product promotions feel like entertainment, and his Friday night shows have the highest ratings.

CAMPAIGN LAUNCH CONTINUED The final launch effort will be the Track the Truck event. Food trucks will set out nationally to major metropolitan areas and midmarket cities as a hype event to promote campaign awareness and app downloads.The truck will have #TracktheTruck and #ItsYours wrapped on it to encourage social media posts.

pizzas at the truck. Music speakers, seating, and promotional signage will be set up to incite curiosity among the target. A large touch screen will be on the side of the truck where consumers can use to create a digital account, explore the menu, or take and look at #TrackTheTruck selfies. The consumers can tweet selfies of themselves and/or the food truck with #TrackTheTruck and be featured on the photo-stream featured the app and website. When consumers download the app on his or her phone, they get a number sent to their account inbox that will be called when their order is ready at the truck window. Screen-shots of the photo-stream, which contains photos of consumers that hash-tagged #PizzaHut, #ItsYours, or #TrackTheTruck, will be featured online and on pizza boxes. Also, Pizza Hut will tweet back with a free meal voucher at a few key consumers that have a positive, engaging tweet and that have a strong social following.

#TRACKTHETRUCK

Weeks of Pizza Hut social media teaser posts about the upcoming Track the Truck event will culminate on the weekend of July 18 and 19 by increasing revealing clues and informing consumers with app exclusive notifications. Consumers in an area with an approaching Track the Truck, will receive location-based clues to where the pizza food trucks will be traveling. Each day before a truck gets to a city and on the day of, consumers will recieve clues about where the truck will be in their app inbox. Pizza Hut will post engaging social media messages related to each city as well. Consumers with a Pizza Hut digital account will either get a free pizza slice or $1 small

Social media influencers will be paid to attend promotional events in their local areas and share their experiences through their social media. For example, Laura Wiertzema, owner of the Ascot Friday social media brand or Erica Domesek, owner of the P.S. I Made This social brand would be great choices to invite. The combination of these elements will increase application downloads and brand engagement. By extending the launch over an entire month, we plan to Move consumers to use Pizza Hut’s digital tools Convince them to revisit until it becomes comfortable Ultimately develop a habit of digitally ordering Pizza Hutt when in need of a convenient meal They all have an element of the “It’s Yours” message by bringing the brand to the customers, interacting with them directly on social media, and giving them new and improved ordering tools with added incentives.

NFL

PARTNERSHIPS

NBA

Pizza Hut’s partnership with the NFL will appeal to a large remainder of the sport fans within the target, which strongly correlate with pizza consumers. The combined publicity from the in-person events at games, TV coverage, and social media conversations makes an NFL partnership a valuable asset to Pizza Hut. Sponsored halftime events at NFL games in which fans compete in activities to win a free slice of pizza for everyone in their seating section The announcer will promote the improved Pizza Hut digital experience and encourage fans to create an account and order digitally for a free order of wings with their next purchase using the code “NFL15”

Pizza Hut’s NBA partnership will involve sports fans on a national scale, and utilize the hype generated by the approach of the NBA season’s opening day. This will provide a boost mid-campaign that will drive even more consumers to create digital accounts if they haven’t already, as well as increase digital orders. Customers who order on the Pizza Hut website, mobile site, or app on NBA opening day can choose to enter into a drawing to win tickets to watch their favorite team play This promotion will be communicated by a TV spot and social media. These will highlight the ability to order pizza from home using the app without missing the game as well

18.5 MILLION IMPRESSIONS*

21 MILLION IMPRESSIONS*

XBOX Pizza Hut’s partnership with Microsoft’s XBox will target XBox One Live users. Ordering is easily accessible through the console while playing video games or watching movies, and fits seamlessly into technology that is already integrated into the customer’s personal routine. Creation of an Xbox One app that follows the same streamlined user interface as the mobile sites and website Promotion utilizing the anticipation surrounding major game releases every fall, which always occur on a Tuesday. Every other week of the campaign, customers who order via the Xbox One Pizza Hut app will be entered to win a game that is being released the following Tuesday

RED BOX The partnership with Red Box will appeal to consumers that want to spend a more quiet night in. Primary and secondary research proved that watching a movie and hanging out with friends are the two activities our target is most likely to be doing when ordering a pizza. Every Friday and Saturday during July and December, digital users will be rewarded with a free movie redemption code with a Pizza Hut purchase Pizza Hut app users will be notified via digital inbox messages earlier in the week, and Red Box’s emails will convert movie-lovers to Pizza Hut

Our campaign will be supplemented by four partnerships that expand consumer involvement with the PIzza Hut brand. The campaign incentivises the integration of digital ordering by capitalizing on the established habits of the consumer. Pizza Hut’s consumers are also highly engaged with the suggested partnerships. The combined efforts will create a lasting impression with Pizza Hut’s consumers due to the seamless assimilation of their existing habits. The partnerships will generate free media impressions and will create conversation among new and existing consumers.

11%

OF ORDERS IN THE XBOX PIZZA HUT APPLICATION WERE FIRST TIME USERS

$42k

MOVIES RENTED FROM REDBOX MACHINES

VIEWED FALL PROGRAM

15.5m

5 MILLION IMPRESSIONS*

AVERAGE VIEWERS

40 MILLION IMPRESSIONS* *Projected values

CORPORATE RESPONSIBILITY Our proposed corporate philanthropic donations and charity events enhance the established programs through personal connections to charitable giving. Pizza Hut donates to a variety of valuable causes. However, our additions help put the freedom of choice into the hands of cause-driven Pizza Hut customers, further fostering personal connections. Our promotions are designed to engage with the Self-Reliant Socializers and Dynamic Families on a deeper level that goes beyond Pizza Hut’s products and customer services. The expansion of Pizza Hut’s philanthropic portfolio will provide even more opportunities for consumers to connect and participate with the new and improved Pizza Hut brand.

BOOK IT! The Book It! program has been helping develop reading skills among children since 1984, when the Pizza Hut president was inspired to make education a top priority within Pizza Hut’s corporate responsibility. Our campaign will shed renewed light on the Book It program. In October, Book It! will provide elementary schools with booklets for children to write their own stories. Pizza Hut will surprise students at assemblies with pizza and published, hardbound versions of the books they created, giving the children a sense of ownership and accomplishment, as well as furthering the It’s Yours brand message Pizza Hut will film the kids’ responses about the importance of reading, and share them online

BOOK DRIVE AND OUTDOOR LIBRARIES

55.4%

WILL SPEND MONEY AT A STORE TO SUPPORT AN IMPORTANT CAUSE OR CHARITY

Large-scale book donation drive will also occur in October. Upon donation, customers will receive a link to a digital invitation for an outdoor library event and a coupon for a free personal pizza, redeemable specifically at the outdoor libraries using the app. The books will be gathered, organized and displayed in a large outdoor library. Additionally, stickers and posters will be placed around the city of choice

MAKE IT YOUR CAUSE As a new addition to Pizza Hut’s corporate responsibility portfolio, customers will have an opportunity to make a personalized donation to a cause that means something to them, just by ordering their favorite food. For one month, beginning Aug. 19 on World Humanitarian Day, 10 percent of each digital order will be donated to a cause that the customer selects from a non-profit database. The database includes all verified non-profit groups and highlights those near the customer’s location Pizza Hut traditionally donates to organizations that support hunger relief, youth, arts and social services. However personal connections are the key drivers of charitable giving. The option to choose aligns with the sense of personalization and ownership indicative of the It’s Yours campaign messaging Pizza Hut will also gain publicity as non-profits individually encourage their audiences to buy Pizza Hut products to boost donations to their cause

PROMOTIONAL EVENTS

ESPN COLLEGE GAME DAY Pizza Hut will excite and support fans waiting in line the night before ESPN’s College Gameday events, as well as encourage digital participation and social media conversations about Pizza Hut. Thursday before the game weekend, Pizza Hut food trucks will arrive in the tailgate area bearing #ItsYours to build hype Using geo-location technology, app users near campus will be alerted through push notifications and their account inbox feature prior to the event The parties will have the following events: Blake Shelton and Maroon Five will perform at Game Day pre-parties on the East and West Coast. Smaller artists and DJ’s will play at smaller Gameday pre-parties A hashtag clash based on the rivalry of the game will incite extra participation. The school with the largest social media posts at the end of the weekend will be sent a voucher for discounted wings from their local Pizza Huts when ordered online Pizza Hut will sponsor a Snapchat Live Story each Gameday weekend. The stories will appear on user’s story feeds Friday nights up until the usual ESPN Game Day promoted story takes over on Saturday. Snap-chatters attending the event will contribute to Pizza Hut’s story

Our campaign’s promotional mix helps position Pizza Hut as the top choice for consumers who order pizza digitally. The promotions arrange opportunities for the consumer to test the updated ordering methods, start social conversations, and develop a renewed brand loyalty. The promotions offer platforms for consumers who are new to online ordering to become comfortable and encourage repeat usage through incentivization of the consumer’s established habits.

46.9%

ENJOY ATTENDING SPORTING EVENTS IN PERSON

PAY WITH A PHOTO: BACK TO SCHOOL The #PayWithAPhoto promotion will integrate Pizza Hut’s ordering tools with existing consumer lifestyles. Starting Sept. 18, Pizza Hut will accept back to school photos as payment when customers link their digital accounts to social media This will give consumers a clear understanding of how the digital tools connect with their personal identity. For example, Dynamic Families can post pictures of their children and Self-Reliant Socializers can post “throwback” photos At the end of the promotion,the social media team will generate and share artwork from the photos

79%

FAVOR COMPANIES THAT SUPPORT THEIR FAVORITE SPORTS TEAMS

64.5%

HAVE CHILDREN LIVING AT HOME

HAPPY HOLIDAYS PIZZA ROULETTE This promotion during the months of November and December will act as an introduction into the holiday season and is based on the fact that the most pizza is ordered the day before Thanksgiving every year. Customers who order digitally will have a one-in-five chance getting their pizza for free if they can choose to participate in the Pizza Roulette promotion. Messages will be sent with the free pizza like, “No one should have to choose cooking over friends and family,” or “In the holiday spirit, here is a pizza on us to show our gratitude.” To build hype before the biggest pizza-ordering day of the year, a 30-second spot will air on NBC during the NFL game on Nov 22, the last Sunday Night Football game before Thanksgiving Pizza Hut will invite customers to send in their #ThanksgivingThrowbacks throughout November and #HolidayThrowbacks in December Pizza Hut will continue with their surprise and delight strategy for social media by tweeting back at select consumers that participate with promotional codes

GUERILLA MARKETING Pizza Hut’s guerilla marketing strategy will support the idea that Pizza Hut wants to bring what consumers want to them. Employees will “drop” between five to a few dozen pizzas in extremely busy places like a campus commons, a mall food court, a public square, subway or train stops, etc. The pizza will be surrounded by “free pizza” signage that also encourages customers to create pizza hut digital accounts and download the app The pizza boxes will have stickers with #ItsYours, I *heart* pizza, Pizza Squad, etc. If a consumer finds a Pizza Hut sticker and tweets or posts a photo of it with #ItsYours, Pizza Hut may tweet back a promotional code.

TWITTER

INSTAGRAM

As the second largest social media platform at 6.5 million active users and where a reported 80 percent of Twitter active users are on mobile, Twitter is another essential social platform we will use to achieve our end goal. As with Facebook, we intend to use Twitter to promote the events and to drive usage to online platforms via our creative approach and media buying. However, Twitter differs from Facebook in that itâ&#x20AC;&#x2122;s hashtags are overwhelmingly popular in our target and that hastags increase average engagement by 12.6 percent, we know that in striving to create a buzz about our #ItsYours and other hashtags, Twitter is undoubtedly the medium to achieve this goal and to further bolster our online presence in our media campaign

Though not as large as Facebook and Twitter, Instagram will serve a very important function for the Itâ&#x20AC;&#x2122;s Yours campaign. Many of our promotions are picture-based, such as #TracktheTruck and the ESPN Gameday events on college campuses, and as tied into Twitter and Facebook as Instagram is, it is important for Pizza Hut to target this media. Posts on Instagram, which our research has shown to be another media our target frequents, have a much higher engagement rate than posts on Facebook or Twitter both, at an industry high 4.21 percent engagement rate per follower.

FACEBOOK With 1.31 billion active users worldwide and 6.8 million mobile users worldwide, Facebook will be one of the primary media we use in our media buy. Since much of our segments are engaged in the site everyday, we intend to use Facebook to promote both our philanthropic and promotional goals. We will also use Facebook to create a conversation about events at the given time. In this way, we can engage our audience in the media they most often use in a way they are familiar with.

SOCIAL MEDIA POSTS Given the immense percentage of our target that is actively engaged in social media, and that as 74 percent of online adults use social networking sites, there was no question about using social media as an integral portion of the Its Yours campaign. This earned media is now an fundamental part of any digital campaign. Each promotion on social media encourages the consumer to use digital ordering, and with the new user interface, easy ordering process and convenient payment options, a user who tries digital ordering once will continue to use it. SOCIAL MEDIA ACTIVITY

SPONSORED POSTS Pizza Hut already utilizes email and direct mail. We decided to take advantage of how successful email and direct mail is for consumers of pizza. Direct mail will be coupons, but the coupons can only be used to order digitally. This will direct the the customers to online and increase online ordering. Emails will consist of coupons, giveaways and contests. When customers create a digital account, they can choose the option to receive offers and information through email.

DIRECT MAIL AND EMAIL Pizza Hut already utilizes email and direct mail. We decided to take advantage of how successful email and direct mail is for consumers of pizza. Direct mail will be coupons, but the coupons can only be used to order digitally. This will direct the the customers to online and increase digital orders. Emails will consist of coupons, giveaways and contests. When customers create a digital account, they can choose the option to receive offers and information through email.

SNAPCHAT As a sponsor of this Discover story, Pizza Hut will have ads integrates with the ESPN content. Pizza Hut will also purchase one of the sponsored stories during our ESPN Gameday events, which will go live the Friday before the game and run up until the regular Snapchat Gameday story begins Saturday mid-morning.

GOOGLE Our campaign will also feature Google Adwords, an essential media buy that will drive users from Google to our online digital tools. The word pizza gets about 3.8 billion clicks on average, so owning this word will be extremely beneficial. This investment will convert undecided consumers searching online to the Pizza Hut digital platforms.

BUZZFEED This popular site provides the most shareable news, entertainment, video and is redefining online advertising with its social, content-driven publishing technology. It is a great tool that would allow Pizza Hut to access Buzzfeedâ&#x20AC;&#x2122;s audience of 200 million. These purchases consist of Buzzfeed creating content on Pizza Hutâ&#x20AC;&#x2122;s behalf that appeals to a large variety of consumers within our target.

Email coupons will have the ability to be interactive. Users can click on the any of the deals and, if logged onto their account, it will automatically take them to their app checkout. If on a computer it will redirect them to checkout on the website. These emails also have the ability to Connect with social media pages Redirect to mobile or web browsing Have app-specific deals that can only be applied if a digital account has been made and the transaction goes through that digital account

62%

TAKE ACTION ON PURCHASE FROM DIRECT MAIL AND EMAIL

IT’S YOURS VIDEO SPOT

STORYBOARD

VO: THIS IS AN AD ABOUT PIZZA...BUT YOU WONT SEE A SINGLE SLICE... BECAUSE PIZZA ISN’T ABOUT PIZZA MUSIC UNDER

VO: IT’S ABOUT WHO YOU ARE, AND WHO YOU’RE WITH.

VO: WHETHER YOU’RE THE CHEERLEADER...

VO: THE ADVENTURER...

VO: THE PARTY ANIMAL...

VO: OR THE ROCKSTAR.

VO: IT’S ABOUT THE MOMENT BEFORE YOU TAKE THAT BITE...BECAUSE YOU LOVE IT...

VO: AND WHEN YOU’RE READY, SHOULDN’T DECIDING WHAT YOU WANT BE THE HARDEST PART OF ORDERING?

MUSIC OVER

HULU The 30 second spot will run on Hulu as well to capture more digitally-inclined consumers, and those that don’t have access to regular television programming.

The launch of our campaign will air a 30 second TV spot. The commercial emphasizes that it is not about the pizza, but the experiences you have while eating pizza. Multiple clips will be shown to represent our entire target. Our commercial enforces our campaign that It’s Yours and ordering should be too by displaying multiple situations when consumers order pizza. The commercial will be featured throughout significant sporting events on national broadcast stations (Fox, CBS, NBC Sports, NBC, USA Network, TBS, TNT and ESPN) along with local stations.

ONLINE RADIO

YOUTUBE The spot will also run as pre-roll on YouTube. Because 15-second spots can’t be skipped on YouTube, our preroll will be a shortened version of our TV spot.

The online radio will mention the new app and website interface through Spotify and Pandora. The radio ad will be similar to the voiceover in the commercial, relating to the promotions at the time.

Through out the campaign online radio will promote the new inner workings of Pizza Hut Digital platforms and encourage listeners to download the app and make an account. We will also have sponsorship ads on AM Radio. Since ESPN college game day is a major promotion in our campaign we wanted to insure coverage from every medium. Through the payment to ESPN to sponsor certain college game days, radio sportscasters will mention “Sponsored by Pizza Hut” and promotion materials about ordering digitally throughout their broadcast. Television sportscasters who are not only aired on television but radio will also be included.

57%

OF CONSUMERS HAVE HEARD ADS ON THE RADIO AND HAVE TAKEN ACTION

MEDIA PLAN The intent of our media plan is to drive our target to order through Pizza Huts digital ordering tools. We have scheduled our television ads to focus on the social and human elements of pizza and the events we are promoting during our campaign, rather than the discounts so common in the market. Our comprehensive use of social media, both in advertising and in promotions during our events, will drive our consumer to the app, where they will find a user experience that is simple, thorough, and enjoyable. We have developed this media schedule to be complementary to both our target and to our campaign by social media and online advertising during our events, and to complement these with the traditional forms of advertising native to Pizza Hut.

Our media mix is the solution to the second part of our hypothesis, how to best inform our consumers.

THE PLAN Our combined use of traditional and digital media placements during the first part of the campaign is indented to start the conversation about ‘It’s Yours.’ Our campaign pre-launch will run from July 1st through the 6th, and will utilize outdoor, social, and traditional media in order to grab the attention of our target. Then, our launch will send a message our audience will care about in the mediums that they use daily, all focusing on using our redesigned

THE SCHEDULE

digital tools. In partnering with ESPN, NFL, and NBA events late in the year, along with television networks Pizza Hut has advertised on in the past, we believe that Pizza Hut’s strength in television viewing will be stronger than ever, particularly to our intended target. This, coupled with our strong use of social media during our campaign, will help us to achieve the re-branding we will achieve by the end of our campaign.

BUDGET

THE BREAKDOWN NETWORK TV PROMOTION DIRECT MAIL

22%

5% 44%

LAUNCH ONLINE TV/RADIO

17% CABLE TV

LOCAL DMA

4% 2%