Pie in the Sky Static Presentation By: Lydia Bobo Full Sail University: Presentation of Design Solution
Table of Contents Strategy Differentiation & Vision Competitive Review SWOT Analysis Target Audience Profile Narrative Voice & Tone Look & Feel Theme & Style Mood Board Elements Dynamic Mood Board Logo Development Logo Variations
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Media Solutions: Flyer page Media Solutions: Poster page Media Solutions: Coupon page Media Solutions: Employee Uniform page Media Solutions: Mobile App page Media Solutions: Drone & Bag page Media Solutions: Receipt page Media Solutions: TV Ad page Future Ideas page References page
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*Navigate to individual pages by clicking on page title or numbers.
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Strategy Pie in the sky is defined as a future reward for one not received on earth. Pie in the Sky is dedicated to delivering that reward now! Pie’s strategy is twofold: collaborate with small local delivery restaurants in the Chicago metropolitan area and deliver their pizza to the hungry working professional on their lunch break.
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Differentiation & Vision Pie in the Sky is the only drone delivery service in the Chicago area that offers efficient and convenient pizza delivery to hungry consumers. Business professionals will enjoy the convenience of drone pizza delivery with: no delivery charge or gratuity, half the delivery time and a 10% discount. Pie’s partners will enjoy a projected growth rate of 20% in sales, free advertising and no compensation of delivery drivers. Lastly, due to the strategy, media mix and positioning, Pie will gain a 10% profit of all their collaborators’ net sales.
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Competitive Review Pie has an advantage over the top four competitors: Pizza Hut, Domino’s, Little Caesar’s and Papa John’s, because they will collaborate with small Chicago area pizza delivery businesses utilizing drone delivery systems. Approximately 50% of pizza sales and pizza stores in the Chicago area are operated by independents. As a result, the technology and convenience that Pie offers will be a welcomed presence.
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SWOT Analysis
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Target Audience The target audience is the Chicago metropolitan area, upper middle class, hungry working professional on their lunch break with an interest in smart technology and food delivery.
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Narrative Do you need pie? I’ll tell you why! You’re at your desk at work and it’s lunchtime. You’re craving a delicious pizza and you don’t have a lot of time. Pie in the Sky is a drone delivery service that collaborates with your favorite pizzerias in the Chicago area. Technology has never been so tasty. Utilize the app and you will experience the convenience of a speedy and efficient delivery of delicious delicacies.
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Voice & Tone
The voice and tone of the campaign is perky & playful.
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Look & Feel • new technology with an old-fashioned look • an emphasis on the old with new accents • friendly & inviting
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Theme & Style THEME: Art Nouveau Modern STYLE: • blue skies, swirly clouds, crescent moon, icons • primary colors, art nouveau fonts • round & curvilinear shapes, charcoal & basic black lines
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Style Elements
Colors: yellow, red & blue
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Style Elements
Fonts: header - Apollo, subheader & body - Berolina
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Style Elements
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Style Elements
Icons: simple, plain & black
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Style Elements
Dynamic Mood Board - slow pace, acoustic guitar background music, friendly & approachable
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Logo Development
Thumbnail Sketches
Second Draft
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Logo Variations
Clockwise from top left: brandmark, brandmark/logotype, signature, transparent, single color
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Media Solutions LOCAL PIZZA DELIVERY BUSINESS FLYER: • Pie in the Sky will collaborate with local pizza delivery businesses • The offer: free delivery of their goods to consumers & free advertising • Pie will profit from 10% of their sales
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Media Solutions CORPORATE ELEVATOR POSTER: • Pie will install posters in corporate elevators • The call to action is loading the Pie app to utilize services • The perks are: delivery of their favorite pizza, half the delivery time, no delivery charge/gratuity & a 10% discount
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Media Solutions CORPORATE COUPON: • Pie representatives will also hand out coupons to this demographic • They will contain the same information that is on the poster • This item will make it easier for consumers to utilize services
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Media Solutions EMPLOYEE UNIFORM: • The coupons will be handed out by Pie representatives that will be wearing the Pie Crew Hat with brandmark and the Pie Crew Shirt with brandmark/logotype.
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Media Solutions MOBILE APP: • Click here to experience the app. • Homescreen: when consumers download the app, the homescreen will appear first.
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Media Solutions MOBILE APP: • Login: from there they can login.
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Media Solutions MOBILE APP: • Restaurant list: once they login they will see a list of their favorite pizza delivery restaurants.
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Media Solutions MOBILE APP: • Restaurant’s menu: when they choose their favorite restaurant that place’s menu items will pop up.
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Media Solutions MOBILE APP: • Checkout: when they are ready to pay they will navigate to the checkout screen.
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Media Solutions MOBILE APP: • Pizza tracker: the consumer will then be able to login to the pizza tracker to track the drone on the GPS feature.
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Media Solutions MOBILE APP: • Contact page: the last screen of the app is the contact page which will feature the pizza place’s contact information as well as the consumer’s order.
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Media Solutions PIZZA DELIVERY DRONE & BAG: • When the drone arrives, the consumer will be alerted and the products will be lowered via a cable.
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Media Solutions PIE IN THE SKY RECEIPT: • Consumers will receive their goods with a receipt that displays the single color brandmark along the bottom in addition to Pie in the Sky’s name and the phrase, “10% off your next order!”
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Media Solutions TV AD: • Last, the TV Ad is for the working professional who has missed their lunch break and came home hungry and tired.
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Future Ideas
And finally, Pie in the Sky is the only drone pizza delivery service in the country and hopes to collaborate with pizza delivery partners nationwide in key cities such as: Boston, NYC, Philidelphia, Atlanta, Miami, Dallas, LA, San Francisco & Seattle.
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References • America Herald. (2015, February 15). FAA Proposes Rules for Commercial Use of Drones, Seeks Feedback. America Herald. Retrieved from: http://www.americaherald.com/faa-proposes-rules-for-commercial-use-of-drones-seeks-feedback/23014/ • Andersen, Scott. (2015, June 18). The Pizza Delivery Drone. Cloud Tweaks. Retrieved from: http://cloudtweaks. com/2015/06/hot-emerging-trends-the-pizza-delivery-drone/ • Batubara, Anto. (June 29, 2012). Papa John’s Case Study. Retrieved from: http://www.slideshare.net/antobatubara/papajohns-case-study • Bobo, Lydia. (2015). Lydia Bobo Pie in the Sky Dynamic Mood Board. Retrieved from: https://youtu.be/zh-ufSM2dis • Bobo, Lydia. (2015). Pie in the Sky Logos & Assets Survey. Retrieved from: https://www.surveymonkey.com/r/VJHCPDJ • Bobo, Lydia. (2015). Lydia Bobo Pie in the Sky TV Ad - Final Draft. Retrieved from: https://youtu.be/ugtd0faVWj0 • Bobo, Lydia. (2015). Pie in the Sky Logos & Assets Survey. Retrieved from: https://www.surveymonkey.com/r/VJHCPDJ • Facebook. (2015). Dante’s Pizzeria Chicago. Retrieved from: https://www.facebook.com/pages/Dantes-Pizzeria-Chicago/235628966483007?sk=reviews • Hay, Mark. (July 23, 2014). The Rise of Drone Pizza Delivery. Retrieved from: http://magazine.good.is/articles/pie-inthe-sky • Hynum, Rick. (2014, December). The 2015 Pizza Power Report. PMG Pizza Magazine. Retrieved from: http://www. pmq.com/December-2014/Pizza-PowerThe-2015-Pizza-Power-Report/
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References • Huynh, Rich. (March 11, 2014). Market study & Analysis of pizza industry. Retrieved from: http://www.slideshare.net/ richhuynh87/market-study-analysis-of-pizza-industry • Jain, Piyush. (2014, May 31). Drone Away That Pizza. Seriously Men. Retrieved from: http://seriouslymen.com/droneaway-that-pizza/ • Jones, Adam. (2015, March 26). Investing in Domino’s Pizza – It’s All About the Dough. Market Realist. Retrieved from: http://marketrealist.com/2015/03/dominos-pizza-serving-1-5-million-pies-day/ • Nelson, Rob. (2014, November 7). Brooklyn Pizza Shop Tests Delivery via Drone. ABC NY. Retrieved from: http://abc7ny. com/technology/brooklyn-pizza-shop-tests-delivery-via-drone/385645/ • Neumeier, Marty. (2006). ZAG: The Number-One Strategy of High-Performance Brands. The New Definition of Brand (p. 19). Publisher: New Riders • O’Grady, Jennifer & O’Grady, Ken. (2009). A Designer’s Research Manual. Methods of Research (pp. 56-57). Rockport Publishers. • Parsons, Madison. (2012). Marketing Plan-Little Caesaers. Retrieved from: https://madisonparsons.wordpress.com/writing-portfolio/ • Thee Free Dictionary. (2015). Pie in the Sky. Retrieved from: http://idioms.thefreedictionary.com/pie+in+the+sky • Yelp. (2015). Pizza in Chicago, IL search. Retrieved from: http://www.yelp.com/search?finddesc=pizza&findloc=Chicago%2C+IL&ns=1