Professional Documents
Culture Documents
Pizza Hut Book Nittany Group
Pizza Hut Book Nittany Group
Better Together
Strategy
CREATIVE
Website............................... 12
Mobile App......................... 13
Television...............................14
Print...........................................15
Social Media................................16
Digital Banners...............................17
Out-of-Home.....................................18
IMC/MEDIA
Partnerships.................................................... 19
PR/Promotions...................................................20
IMC Media Mix.................................................... 22
Campaign Schedule................................................24
Delivery.......................................................................25
Measurement/ROI........................................................ 26
EXECUTIVE SUMMARY
Situation Analysis........................................................2
Competitive Analysis...............................................3
Consumer Analysis...............................................4
Focus Groups....................................................5
Target Audience.............................................6
Objectives...................................................8
Campaign Strategy...................................9
IMC Media Strategy............................10
Creative Strategy............................. 11
Competitive Landscape
Market Share
Situation analysis
The top four pizza chains include: Pizza Hut, Dominos, Papa Johns
and Little Caesars
60.4%
Other
Pizza Hut
$15.3 billion of all pizza sales come from the four major chains
Dominos
Papa Johns
Little Caesars
8.1%
6.5%
9.7%
15.3%
Industry Trends
Digital Trends
Appeal for online local voucher deals rose 35% from 2013
to 2014
HS
NGT
E
R
T
S
ses
nes
k
a
e
w
Does not have a niche
in market
Brand associated with an
older generation
s
nitie
u
t
r
oppo
ats
thre
Consumers respond to
promotions and incentives
BOTTOM LINE: Pizza Hut dominates the nation in numbers, but falls short with brand image. Combining the Flavor of Now menu with a more digital emphasis will yield more digital orders.
brand NICHES
papa johns
7.8k
3.1
5.9
5k
TWITTER
FOLLOWERS
1.1 million
2.5
76k
766k
3.6k
3.8
283k
competitive analysis
little casesars
BRAND UNITS
Brand Units
3.2k
dominos
DOMINOS
papa johns
little caesars
PIZZA HUT
BOTTOM LINE: Pizza Hut leads in social media, locations and sales. By generating a strong brand experience through a specialized niche, Pizza Hut can rise above itself from market clutter.
consumer analysis
4
PRIMARY RESEARCH
General Attitudes
Online
With Friends
79%
80%
indicated they
would likely order
food online
Gaming Console
1%
Frequency
86%
5.80
5.14
5.45
4.97
2.77
Favorable
Phone Call
efficient
Online (website/app)
BOTTOM LINE: Pizza Hut needs to build on the already positive attitudes towards digital ordering and drive their customers to order online.
5.41
3.09
3.11
pleasant
6.05
5.87
3.09
convenient
Gaming Console
Our six focus groups revealed important and detailed insights into our primary and secondary targets about
ordering habits, lifestyles and goals. We found important recurring patterns that led to three main barriers for
digital ordering. We discovered that people perceived pulling out their phone, Googling the number, and dialing
to be the easiest way to order food. This action was also a habit. Further, we realized that consumers like to be
able to hold a person accountable for their order. Operationalizing these barriers was key leading up to our
campaign strategy.
18-24
25-34
BOTTOM LINE: Easiness, habit, and accountability are the three recurring barriers across all targets that must be overcome, by either changing a behavior or initiating a new one.
focus groups
35-44
target audience
25-34: Mobilized
Needs &
Desires
I prepare lunches to save time and money
in the workplace
I value spending on experiences, like
traveling
I use social media as a tool to stay
connected as friends move away and start
more independent lives
I like going out and ordering in on weekends
more
I am now more connected to the world and
value philanthropies
In terms of
online ordering
I like variety in my ordering
I like efficiency and speed along with
convenience
Ordering online is less effort than talking
to a human, particularly for a complicated
order
I am often persuaded by incentives like
coupons
pizza hut
implications
Need easy-to-use app and website
Offer easily redeemable coupons and deals
Create fun, yet streamlined and sophisticated
aesthetic appeal
Promote involvement in careable causes and
philanthropies
BOTTOM LINE: This group has a more concrete schedule and are quickly becoming autonomous. They value saving time through efficiency and are influenced by deals and discounts.
18-24: sOCIALIZED
35-44: Stabilized
Needs/Desires
I want to relax and not work when I am not at work. After a busy
day, the last thing I want to do is more work or tackle something
complicated
Time is precious to me, as I am usually busy
I am established. I am comfortable in my routine and my near
future is predictable
Females my age post more details about their lives and are more
likely to follow celebrities and inspirational accounts
Have reminders that its pizza night or a special coupon with their
favorites
Incorporate images of families to remind them that being together
is better
BOTTOM LINE: The Socialized are constantly connected to their chaotic worlds via social media and are very price sensitive. The Stabilized know what they want and like, and will get it; discount or not.
TARGET AUDIENCE
Needs/Desires
ES
Through primary and secondary research, we were able to identify Pizza Huts current customer base. We
identified a primary target of 25-34 year-olds because they make up almost a quarter of Pizza Huts total
customer base and order online about 80% of the time. Additionally, they show the highest propensity
to increase their online ordering habits and they spend the most: an average of $18 when they order
Position Pizza
Hut as the
in or eat out. (Comparatively, 18-24 year-olds spend $13, while 35-44 year-olds spend $16.)
OBJ
ECT
IV
CAM
PAIG
N
Objectives
Provide the
greatest
digital ordering
experience
in the category
Current online
ordering %
expected growth
of online orders
15.7%
SOCIALIZED
Mobilized
18.8%
Stabilized
45+
12.5%
15.7%
Total
62.7%
SOCIALIZED
9.4%
Mobilized
11.7%
Stabilized
9.2%
45+
Total
12.7%
43%
BOTTOM LINE: Our research and projected ROI suggest that we will secure our leveland reach 62.7% in digital orders of Pizza Huts total orders.
Our targets sometimes order online, but when they dont, it is because
Googling a phone number out of habit is often easier, and allows them
to hold a human accountable for their order. To overcome these
barriers, we must focus on our targets values and make online
ordering the best possible option.
INCREASE
Increase current customers digital
orders by revitalizing the digital
ordering experience, making it the
penultimate ordering option
entice
Entice new customers to Pizza Hut by
promoting their new menu and style
with our comprehensive
Better Together campaign
encourage
Encourage new customers to order
online to get the best possible Pizza
Hut experience, through an efficient
and controllable user experience
BOTTOM LINE: We need to create the best digital ordering experience to meet the needs of our targets in order to support Pizza Huts new Flavor of Now Campaign.
campaign strategy
Communication Goals:
Objectives:
10
Reach the primary target audience, as well as the secondary targets through an increased online and social presence
Enhance Pizza Huts digital ordering experience by engaging consumers through a redesigned website and mobile app
Continue to build awareness of Pizza Huts new menu options
Make ordering online the preferred ordering method amongst the target
Construct a feasible budget based on previous and projected spending
Supplement working media with strategically selected partnerships and promotions
strategy:
Establish a continuous online presence through the use of social media, video, keyword search, display ads, and online magazines
Reinforce online presence with a flighting television plan, utilizing primetime cable, network late-night, and national syndication
Further motivate behavioral changes through an array of partnerships and incentivized-based promotions
Implement a spot test market with local primetime cable and network late-night venues during the national campaign timeframe
BOTTOM LINE: A multifaceted, continuous online approach will be utilized to reach the target audience. This will be supplemented with a flighting television plan.
TOGETHER
[tuh-geth-er]
Although highly focused on personal development, these Mobilized individuals recognize the importance of maintaining
relationships and creating timeless bonds. The digital age we live in offers a balance between the two worlds. It provides a
community where they cannot only share their own experiences, but feel included in others fun too. The knowledge they gain
online translates to efficiency and control offline. Their technology is along with them for the ride,
making every day easier. Most importantly, it gives them more time to relax and enjoy the
moments together with the ones that mean the most.
The term together - a state of comfort, of contentment, of completion
- reaches our Mobilized consumers directly. Finding the people and the
things that make them feel stable and secure is their key to happiness.
It doesnt matter where you are, its who youre with; and no
matter where you are, Pizza Hut will always be there
-- in your pocket, on your desk, or at your dinner table.
Whether Socialized, Mobilized or Stabilized, this campaign
will ensure our primary and secondary targets that, as these
uncertain times approach, Pizza Hut will be the glue - or the
cheese - that holds them all together, making their experiences
and time together even better. Its the smell of the pizza in air.
Its the cheese hanging from the bottom of your chin. Its the
sound of some extra change in your pocket. Its the laughter of
your friends from across the table. Its the warmth of the ones
you love. And its always Better Together.
BOTTOM LINE: The Mobilized target is experiencing a stage of uncertainty in their lives and want to feel a sense of community, consistency and control; both on- and offline.
creative strategy
The Mobilized target segmentation of 25-34 year-olds is at a very new, and quickly evolving stage in their lives.
They are transitioning. They are thinking. They are in control of their future. As they continue down lifes uncertain path,
they appreciate the importance of efficiency in their everyday lives. This dynamic group values their time and a good value
above all else. They want to continue moving forward innovatively.
11
The Better Together landing page is a new branch of Pizza Huts current website that connects the
online community as a whole. This portion of the website will create an online platform that allows users to have an
interactive experience with the brand as well as enhanced community and togetherness with one another.
Location services via zip code will show users events and activities they can attend or
participate in together. The display will be centered around Pizza Huts partnerships and
philanthropies and provide users with the opportunity to share their experiences via social
media: Facebook, Instagram, and Twitter.
The Polaroid
section will focus on
increasing social
media sharing. Once
the user redeems a
digital version of their
Polaroid photo, there
will be an option to
decorate and share
the picture on
social media.
website
A user-specific code
will be printed on
each Polaroid that
users will receive
from photo booths.
12
better
together
KET
TIC T
TICKE
The final section displayed on the Better Together page features the Hulu promotion.
This portion of the page displays popular movie options for users to watch together. It
will also include promotions for online ordering and discounts on suggested Hulu movies.
Customers can choose one of the movies listed on Pizza Huts page. Once they
place an online order, they will receive a promotional code for Hulu.
This interactive and conclusive branch of the Pizza Hut website will act as a central hub of the campaign, combining several different
aspects in one place. Better Together shows users exactly how connecting with Pizza Hut can make their experiences better together.
BETTER TOGETHER!
The split payment option will allow group orders to be split
between friends, no account required. To make this process
smooth and seamless in a group setting, users will be able to
simply take a photo of their credit card rather than manually
entering their information.
2
The homepage offers customers the chance to create their
order before entering any other information (i.e. delivery
destination). It gives the option of ordering from The Flavor
of Now menu, creating a customized pizza, choosing from a
list of pre-saved favorites, or choosing an order that is Better
Together.
mobile app
13
The Better Together TV spot will highlight some of the various ways that Pizza Hut intends to make our consumers lives
better with not only the new flavors, but also new promotions, and enhanced app efficiency. The spot will focus on the
images of togetherness within a family pizza dinner, the strong bonds of friendship enhanced by pizza and a movie night,
and the excitement derived from the apps quick ordering. The light-hearted animation approach is something that has not
been done before that allows for consumers to picture themselves in each scenario. In addition, the accompaniment of
Jack Johnsons song Better Together gives the bubbly, feel-good vibe the spot requires.
television
14
better
together
ordering...
TRADITIONAL
day
Mon
old fashioned
meatbrawl
Monday
sday
e
n
d
order online
We
Th
day
urs
y
ida
Fr
Sa
ay
turd
Flavor of Now
because two is always
ay
und
top shot
The ads will open with a simple question directed at
the consumer. Upon answering this question, there will
be a series of follow-ups to help the consumer discover
ways to better connect with those around them.
bottom shot
After the completion of the three-question quiz,
there will be a recommendation for which Pizza Hut
partnership would best suit the consumer. This page
will offer the opportunity to visit the Pizza Hut Better
Together page and find out more information.
better
together
A traditional print ad that would appear in test markets would be a piece that
highlights a promotion such as Deal of the Day. This ad is efficient in that
consumers will be able to remove the ad from their magazine and save it as a
reference for all future orders.
together
YES
NO
better
together
sweet Sriracha
Saturday
Buffalo State
of mind Sunday
GENERAL
7 alarm fire
friday
Garden Party
Peak of the week
DIGITAL
15
social
By incorporating Better Together throughout the social media platforms of Facebook, Twitter and Instagram, our
campaign is providing social-savvy consumers the opportunity to integrate themselves into an online community.
16
The use of social media in this campaign encourages users to instantaneously share their experiences and promote
current partnerships and promotions by using the hashtag #BetterTogether. These social media platforms will focus on
incorporating togetherness in users everyday lives. Whether the users are attending an event together, watching a
movie, or participating with a charity, Pizza Huts social media campaign will capture the essence of being Better Together.
BOTTOM LINE: Pizza Hut aims to stimulate discussion about their brand through the online community using the hashtag #BetterTogether.
digital banners
Banner advertisements will be placed on websites such as Comedy Central, Buzzfeed, ESPN, Imgur and Yelp in
order to increase click-through rates, bring more traffic to the Pizza Hut website, and ultimately increase online
ordering. The banners will appear in the form of a digital takeover, displaying multiple ads per page to gain
maximum exposure to both the primary and secondary targets. These advertisements will equally address campaign
promotions, as well as The Flavor of Now campaign to further incentivize consumers to order online.
17
outdoor Ambient
This non-traditional advertisement will place scaled-down red roofs on top of
originally roofless bus, subway and train stops. Placing shelters atop of these
structures will not only physically put a roof over peoples heads, but will also
communicate Pizza Huts newfound partnership with Habitat for Humanity. This
ambient advertisement will be implemented in the spot markets chosen in our
media strategy.
out of home
Beneath each roof will be posters describing Pizza Huts partnership with Habitat
for Humanity. The advertisements will display the headline, Our Roof Is Your
Roof in order to present the sense of togetherness and community created by
the union of these two organizations. The posters are not only there to show the
new partnership, but also to drive people online to find out how they can get
involved in their communities.
18
This promotion will reinforce the Flavor of Now with the Image of
Now through the instantaneous nature of Polaroid pictures.
Polaroid photos provide immediate gratification and capture lifes
everyday moments.
The goal is to generate a positive social media
response by encouraging consumers to share digital versions of
Polaroid pictures with the hashtag #SayCheese or
#BetterTogether.
Polaroid photo booth stands will be placed at major events,
including, but not limited to: sponsored Habitat for Humanity trips,
sporting events and concerts. Participants can enter an email
address to access a digital version of their photo.
BOTTOM LINE: Relevant partnerships and philanthropic involvement build brand credibility, admiration, loyalty and lead to increased consumer engagement.
partnerships
19
o nd a
y!
Old - Fashioned
Meatbrawl
better
together
!
riday
re F
7-Alarm Fire
Fi
7 - Alarm
Mea t br
aw
lM
promotions
20
together
BOTTOM LINE: By using relevant promotions, Pizza Hut will change consumer buying habits to increase online purchases.
Enjoy $5 off
your next Online or app order
04
16 44 43
DAYS HRS MINS SECS
g this g o od las ts tha t long
No thin
...
better
together
better
together
promotions
21
traditional
TELEVISION
spot TELEVISION
media mix
22
the start of the campaign. Should these markets display an increase in online ordering,
additional spot spending can be explored during the second half the campaign
online display
NONtraditional
COST: $7,600,000
STRATEGY: Continuous
RATIONALE: Business Insider reports that our primary target has made a switch from traditional print
sources of newspapers and magazines to digital editions. Although these magazines
are still being read, they are becoming more popular on digital interfaces such as a
tablet. According to Folio Magazine, one-quarter of adults prefer to read magazines
on their tablets instead of the printed versions; a number that will grow in the coming
years. Display ads can increase reach and frequency in a much more cost-effective
manner than traditional advertising, especially when it comes to the primary target.
continue to grow. Every year, more people are cutting their cable bills altogether and watching
television shows on websites, such as Hulu. Even most of those that still pay for cable prefer to
watch television online.
KEYWORD SEARCH
BUY: Google Ad Words
COST: $1,000,000
STRATEGY: Flight
RATIONALE: According to Luna Metrics, Google currently holds 67.6% of the search engine market,
making properly placed advertisements much more visible to our target with carefully chosen
keywords.
According to Small Business with the Houston Chronicle, one third of Twitter users are
between 25-34 years-old, which is by far the largest demographic represented. Zephoria.com
reports that our primary target makes up 29.7% of users, making it the most common age
demographic. For Instagram usage, Business Insider reports 90% of total users are under
the age of 35.
media mix
SOCIAL MEDIA
23
July
August
September
October
November
ONLINE VIDEO
Vevo
Hulu
Pandora
ONLINE DISPLAY ADS
US Weekly
InTouch!
campaign schedule
Cosmo
24
ESPN
Buzzfeed
Comedy Central
Imgur
Reddit
SOCIAL MEDIA
Facebook
Instagram
Twitter
KEYWORD SEARCH
Google Ad Words
CABLE BROADCAST
Primetime
NETWORK BROADCAST
Late Night
Syndication
PROMOTIONS
Deal of the Day
Self-Destructing Coupons
Five for Five
PARTNERSHIPS
Hulu
Habitat for Humanity
Polaroid
Based on Impressions:
HEAVY
MEDIUM
LIGHT
December
television
Television
37%
20%
promotions/partnerships
Promotions/Partnerships
DIGITAL
BREAKDOWN
5%
contingency
Contingency
digital
Digital
BUDGET
BUDGETSUMMARY
SUMMARY
TOT
total
88.1 million
WORKING MEDIA
83.4 MILLION
contingency
4.2 million
644,400,000
1,290,000,000
online Video
online Display
Keyword Search
social media
30%
40%
20%
10%
total
combined
television
online
reach
frequency
91.5%
77.1%
11.8
7.0
63.2%
8.2
delivery
# of impressions
budget
Allocation
media
TV Total
Digital total
25
BENCHMARKING
measurement/roi
Surveys will be conducted at the start of the campaign to gauge customers top of mind awareness of Pizza Huts
new menu options. Follow up surveys will be administered at the halfway point of the campaign, as well as at its
conclusion.
26
Advertising effectiveness will be measured through a variety of means, including but not limited to:
Efficiency of Ad Word Search
Social Media and Brand Website Traffic
Mobile App Reviews
Brand Engagement
Reach and frequency numbers will be assessed throughout the campaign to ensure the media spend is reaching
its full potential.
return on investment
The ultimate goal of this campaign is to increase Pizza Huts online ordering percentage.
43%
62.7%
Based on future sales projections, this increase will ultimately generate a return on investment ratio of somewhere
between 2:1 and 4:1. This range was determined by analyzing projected sales increases on a per-store basis as
well as on a per-customer basis.
Media Chairs
Janelle Klueber
Advisor
Julia Alexander
Patrick Hagan
Ken Yednock
Emily Ullmann
PR/Promotional Chairs
Rebecca Bryden
Jill Podhor
Faculty Mentors
Strategic Planner
Carly Wenderlich
Creative Chairs
Department Chair
Ron Smith
Dr. Colleen Connolly-Ahern
Emily Burke
Katie Levine
TEAM MEMBERS
John Curlett
Savannah Evans
Bridget Greco
Trevor Hains
Alexandra Hille
Ethan Kisan
Rachael Kline
Eden Lauffer
Lindsay McKenna
Aizya McGee
Jacqueline Miller
Kate Perkins
Jen Pytlewski
Ashley Shannon
Katharine Swavely
Nora Tibbetts
Zachary Visgitis
Jeanine Wells
Cassie Yatcilla
Makiala Yates
Lindsay Zacharia
Its not always easy and sometimes life can be deceiving; Ill tell you one thing,
credits
Casey Adam
Kim Ashmead
Elizabeth Bialosky
Rachel Casciano
Christine Ciancio
27