Professional Documents
Culture Documents
"Real Tastes Better" Campaign
"Real Tastes Better" Campaign
"Real Tastes Better" Campaign
Competitive Analysis
COMPANY
Ginos East
Lou Malnatis
Pizza Hut
AVERAGE COST:
The Original and Legendary Deep Dish Pizza Offers less pizza size options Operates 12 locations in the Chicagoland area
The BEST deep dish Americas favorite pizza in the world pizza
Operates in 34 locations in the Chicagoland area Over 50 years of franchise experience Significant market share
Market Analysis
The Chicago markets big pizzerias include Lou Malnatis, Giordanos, Pizanos, and Pequods. Pizza chains (Pizza Hut, Dominos, Papa Johns, etc)exist throughout Chicago and offer a cheaper alternative Overall, the pizza business is faring OK, with flat sales of about $38 billion over each of the past three years, said Jeremy White, editor of Pizza Today. The pizza business has been treading water while overall restaurant revenue sank. One of the greatest highlights of the pizza industry is its high versatility and customization for consumer preferences.
SWOT Analysis
Strengths
Good reputation (30 Years) Health-conscious pizza Award-winning wine Good reviews on Yelp
Weaknesses
Long wait time Two brand names Crust is bland Social Media
Opportunities
Great locations Rise in health-conscious consumers Good standing w/ community Good things are worth waiting for
Threats
High competition BellaBacinos font restrictions Competition has more options Website is out-of-date
Objectives
Marketing Increase presence in social media followers by 25%. Increase sales of Bacinos pizza by 10%. Establish top-of-the-mind awareness in 50% of the market by six months into the campaign.
Communication Establish a connection between real ingredients and Bacinos. Increase overall awareness and brand recognition of Bacinos.
Advertising
Key Selling Idea: Bacinos deep dish pizza is unique because it is made with fresh, natural and real ingredients. It is different than the average pizza placea Chicago family owned business that has been around many years and truly values its customers.
Campaign
Slogan/Tagline Redesign
From Americas 1st Heart Healthy Pizza! to Real Tastes Better
Website Redesign
Make more concise
Advertisement Elements
Integrate new slogan with creative work
Red Eye/Insert Full-page Ad - copy that also emphasizes the use of real ingredients.
Tribune Ad
E-Mail Lists
Join the Family Cards
Hand them out with bill Offers 10% off coupon for providing information Gives opportunity to contact customers and get them to come back with promotions/deals/new products
Partnerships
Whole Foods/Trader Joes Sell frozen Bacinos pizza Taste of Chicago/ Lincoln Ave. Green House Theater Center Flyers that recommend Bacinos Coupon with tickets
DePaul University During events (Sports, Arts/ Performances) Coupons with Tickets Provide Pizza at Events
Social Media
Update Facebook Contest Use feedback/ Community Involvement Foursquare Personalize page Use to promote specials Virtual Loyalty Program Twitter Post pictures on Twitter Questions with incentives Keep Dialogue with consumers
Contests
Twitter Tweet featuring #freebacinos will be entered to win a large pizza. Facebook Quarterly Contest: Anyone who likes Bacinos will automatically be entered to win any large pizza.
SEO
Typing in best pizza in Chicago on Google leads us to many Top 25 lists from magazines and blogs. Google Maps lists 7 pizzerias and BellaBacinos comes up 7th. We need to boost the SEO of Bacinos so that it comes up when typing in places for pizza in Chicago, deep dish pizza in Chicago, etc. Keys to improving SEO -Always monitor where Bacinos stands -Use keywords appropriately (behind images will help) -Create a Site Map -Update content regularly -Use links on Social Media
Community
Event Marketing
We would like to have a taste test. Whos ingredients taste freshest or real? This can be done at events that Bacinos is usually a part of (Taste of Chicago, Taste of Lincoln Ave., etc.).
Sampling
Samplings will take place outside of Bacinos.
Hire one person for certain days during October (National Pizza Month).
Guerilla Marketing
Chalk Art
Street Teams: handing out promotional items by cta, DePaul campus, etc.
Estimated Budget
Channel SEO Cost $1,000
Newspaper Ads
Event Digital Partnerships
$8,000
$4,000 $2,000 $5,000
Guerilla Marketing
Total
$5,000
$25,000
Media Schedule
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Spot
Social Media
Facebook Contest
Twitter Contest Event Marketing Guerilla Marketing
CTA Banner