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Pizza Hut Advertising Campaigns Plansbook

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12 de 28
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Pizza Hut Advertising Campaigns Plansbook

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An advertising plansbook made for Pizza Hut in my Advertising Campaigns course at the University of North Florida.

An advertising plansbook made for Pizza Hut in my Advertising Campaigns course at the University of North Florida.

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Pizza Hut Advertising Campaigns Plansbook

  1. 1. “Bigger. Better. Bolder.” Randy Smith Campaign Manager Andreas Parker Account Executive Thomas Kasper Media / Budget Director Sara Meyer Research Director Jeremiah Kumph Research Developer Deniz Gul Research Developer Joel Klopfenstein Copywrite Developer Phil Gordon Communications Developer William Mueller Creative Co-Director Tanner Garbutt Creative Layout Director Michael Glass Creative Co-Director Pizza Hut® Pizza Delicious Maria Gomez Research Assistant Kelsey Lyons Copywrite Developer Hill Crawford Creative Developer Table of Contents 3. Research Executive Summary Industry Analysis Company Analysis Competition SWOT Analysis Problem & Opportunity Research Creative Brief Primary Research Personas 13. Strategy Marketing Objective & Strategy Campaign Budget Four P’s of Marketing 16. Execution Creative Execution Media Mix Social Media Buzz Rewards Program 26. evaluation 27. references Meet the team
  2. 2. Agency Information Mission Statement “To closely work with our clients to identify their needs and provide solutions that are innovative, powerful, responsible and exceed expectations.” Agency Philosophy We are a full-service agency that handles all aspects of marketing, advertising, public relations and digital development. We specialize in graphic design, video production, media purchasing, Internet marketing and tracking results. We use structured plans to provide the most creative and effective results for our clients. Our plans are based on advertising and marketing goals, research, target analysis, branding, competition evaluation, budgeting, content development, consumer engagement, and monitoring results. From there, we construct the framework for a plan to provide solutions that are innovative and powerful. Solving the mobile dilemma Since its beginning in 1958, Pizza Hut aimed to be the national leader in pizza sales. However, with the rise of the digital age, Pizza Hut sales fell short. Pizza Hut remains the market leader at 16.7%, but there is still opportunity to rise in the online arena. Bold Impressions wants to establish Pizza Hut’s products and online ordering experience to be superior to it’s competition by implementing incentives, and increasing brand awareness. After adding incentives and emphasizing brand awareness, Bold Impressions’ goal is to meet the 75% digital ordering target. We plan to achieve this goal by offering customers the best digital ordering experience. Bold Impressions conducted 34 one-on-one interviews and received 178 survey responses. We found that customers’ three most important considerations between ordering by phone or online are: ease, the amount of pop-ups and speed. We think that improving Pizza Hut’s digital services will close the gap between Pizza Hut and people between 18-34. Our media mix will build brand awareness by promoting the product through online banner ads, digital billboards, sponsored Instagram posts, Snapchat stories, Facebook ads, Pandora ads, direct mail, and television commercials. Executive Summary 3
  3. 3. Industry AnalysisMarket Share Pizza Hut holds the largest Market Share, at 16.7%, even though Pizza Hut saw its toehold in the segment slip by more than 1 point in the past year alone. Market Leaders • Pizza Hut • Dominos • Papa John’s • Little Caesars Market Trends 68% Order Carryout once a month 45% Dine in once a month For your health There has been a health-conscious movement in the pizza industry. In response to the increased interest in healthy dining, most pizza chains made strides to offer healthier options such as salads, vegetarian pizzas and gluten-free pizzas, among other items. industry Statistics • Over 5 billion pizzas sold in the US in 2013 • Pizza accounted for 7.5% of restaurant sales in 2014 • 14 pizza chains ranked among the top 200 largest US restaurant chains in 2014 • Combined sales were $17.68B • US pizza market valued at $46B in 2014 • Pizza Hut accounted for 14.79% of all US pizza sales in 2014 • Pizza Hut generated $5.7B in sales in 2014 4
  4. 4. Company AnalysisSales According to the industry research firm Technomic, Pizza Hut sales increased by 4.2% to about $5.7 billion. Market Share According to Technomic, Pizza Hut was the category leader in 2012 and had a market share between 16.7% and 17.1%. Advertising Expenditures Pizza Hut spent about $239 million on advertising in the US in 2012. This was an 8.6% increase in advertising spending compared to 2011. Marketing Strategy In response to research, Pizza Hut is currently trying to create more gourmet flavor options with higher quality products. This notion was confirmed by Pizza Hut CMO Carrie Walsh. Previous Campaigns Pizza Hut’s current campaign is “The Flavor of Now.” The campaign showcases new crust flavors, ingredients and aims to target an audience that wants more than common pizza varieties. Company History In 1958, brothers Dan and Frank Carney founded Pizza Hut in Wichita, Kansas. It was the first national pizza brand to offer online ordering and has expanded to over 13,000 stores in over 85 countries. Mission Statement “Pizza Hut’s mission statement is to take pride in making the perfect pizza, provide courteous and helpful service at all times and strive to have every customer say that they plan to be back.” Vision “Reach the top of the peak to provide best service and taste.” Rebranding Strategy In November 2014, Pizza embraced its new campaign with the Flavor of Now! By changing the logo, employee uniforms, the pizza box and the digital online platforms, the Yum brand has created a chic, new identity. In addition, Pizza Hut improved its menu options by adding five premium ingredients, four flavorful drizzles, skinny-slice pizzas, eleven specialty recipes and six new sauces. (Terfeher, D. et. al.) 5
  5. 5. who are the other big players? There are tons of players in the game, but we’ve gathered the top three contenders that are currently tailing Pizza Hut in the industry. domino’s Market Share: 9.86% Ad spending: $197.2 Million Orders online: 25% specialty: sells more than just pizza Little Caesars Market Share: 7.85% Ad spending: $35 Million Orders online: Less than 1% Specialty: Pick-up only, value Papa John’s Market Share: 6.45% Ad spending: $119 Million Orders online: 50% Specialty: Quality ingredients, Rewards The Competition 6
  6. 6. SWOT AnalysisStrengths • Leader in market share • Well established in the public eye as a national pizza chain • High spending power and thousands of stores internationally • New ingredients, sauces, drizzles, and crust flavors Weaknesses • Still uses frozen crusts • Undesirable dine-in locations • Needs more digital sales • Multiple rebrandings within the past 20 years • Higher prices than most competitors opportunities • Potential to create a mobile app that will engage millennials • Opportunity to use mediums that competitors tend not to use • Offer more incentives for mobile app users • Various payment options threats • Competitors are offering better valued menu items • Papa John’s rewards program incentivices customers to remain loyal • Competitors use fresher ingredients • Increased cost of fresh ingredients 7
  7. 7. Problem & Opportunity Research The first problem is Pizza Hut’s brand recognition. Consumers are generally unaware of Pizza Hut’s brand image or tagline. One of our interviewees even asked, “Where is the black pizza box from?” This brand recognition problem that Pizza Hut has is an opportunity to either reinvent or reestablish Pizza Hut’s image. The weak brand perception became very apparent when we asked interviewees to participate in a word association game. When we said, “Little Caesars,” they replied, “$5 pizza,” or the brand’s tagline: “Pizza, Pizza.” When we said, “Papa Johns,” they replied, “The Papa Johns Guy.” This man is the face of the brand and is included in many of its commercials. Domino’s was known for revamping its pizza recipe. However, nobody ever mentioned or commented that they knew Pizza Hut’s new tagline, “The flavor of now.” Establishing and reinforcing brand recognition through a tagline or image is an important opportunity that needs to be addressed in Pizza Hut’s advertising campaign. Problems are Simply Opportunities in Disguise What We Asked “What would motivate you to order pizza online or through a mobile app?” These are some of the responses that we received. What They SAID “A rewards program, that would be cool.” “If they offered better deals online.” “I use my phone every two minutes, I would do it if they offered incentives.” “Probably better deals on the food, a rewards system.” What We Learned People respond to incentives. If there is a chance to save money, they’re more likely to download an app and keep it. Give them incentives. 8
  8. 8. Creative briefPizza Hut sits at the top of the pizza delivery market by offering a large variety of flavorful craft pizza selections. Bold Impressions will expand upon that successful trend by creating a campaign targeting millennials to place their orders online. Bold Impressions has developed a campaign that attracts the target audience by focusing on social media outlets were millennials spend the majority of their time. We want millennials motivated to order online because it is a convenient, fun and cost effective way to order an amazing product. Our creative portion presents a mix of users and celebrities ordering Pizza Hut online while highlighting the perks of the online ordering experience. This multi-platform approach presents an affordable solution to reach a significant portion of the target audience. 9
  9. 9. Interviews “Consistency, wide variety, and quality.” -Tyler, 21 “having a party. Family Gatherings. Sporting Events.” -Frances, 20 “I eat pizza at least twice a week.” -Sam, 20 “I ordered a pizza for finals week and when I didn’t feel like cooking.” -Suzanne, 18 “Who doesn’t love pizza?” -Joseph, 19 We asked people at a state university campus when they order pizza and what they’re looking for when ordering. Below are some of the most common answers to these questions. 10
  10. 10. 43% survey About the survey We conducted a survey on popular internet site and discussion forum, Reddit. This outlet was chosen as it is a popular online resource for news, entertainment and pop culture among millennials. Over 170 participants took the survey. 99% of participants fell between the ages of 18-34, our target demographic for this campaign. Overall, we found that Dominos had the upper hand on Pizza Hut as far as consumer preference was concerned. Furthermore, people are concerned most about an effortless ordering experience. What we Found 83% spend at least one hour on the phone daily 98% Made online purchases Banner ads are the most noticed ad types online 63% purchase pizza at least once a month 13% more people prefer dominos to pizza hut 67% order pizza for convenience 65% unaware of the pizza hut app 44% Order over the phone or face-to-face 67% want an efficient, easy-to-use app 57% 11
  11. 11. kim The Stay-At-Home Mom Age: 33 years old Occupation: Stay-at-home Mom Household Income: $80,000 Interests: • Caring for her three kids • Facebook • Online shopping • Convenient meals • Taylor Swift Pandora station • Avid Couponer Favorite Flavor of Now: Garden Party™ Steven the Busy Banker Age: 24 years old Occupation: Financial Planner Annual Income: $65,000 Interests: • Going to the gym • Watching the stock market • Netflix • Hulu • ESPN Sports • Kanye West Pandora station Favorite Flavor of Now: Double Bacon Cheeseburger™ Seth the gamer Age: 19 years old Occupation: Student and Server Income: $13,000 Interests: • Video games • Xbox One • Snapchat • Instagram • Netflix • Game Informer Magazine Favorite Flavor of Now: Sweet Sriracha Dynamite™ Customer Personas 12
  12. 12. marketing&Objective StrategyMarketing Strategy According to our online survey 98% of the 169 participants have purchased an item online, but only 56% of those participants use online or mobile methods to order pizza. Online orders must represent a two billion dollar a year opportunity for Pizza Hut. Within the 43 percent of Pizza Hut orders that are currently done digitally, roughly 20 percent are conducted on a desktop or laptop. This number has been pretty consistent. The remaining portion, conducted via an app on a mobile or tablet, is growing fast. Pizza Hut’s recent growth strategy has focused on boradening the points of entries for digital orders. Taking It to the Streets We wanted to uncover what may motivate someone to order online instead of calling by phone. To understand why the customers wanted deals and incentives, we asked: “What would motivate you to order pizza online or through a mobile app?” “I use my phone every two minutes. I would do it if they offered incentives.” – Sam, 25 “If they offered better deals online.” – Suzanne, 24 “Probably better deals on the food and a rewards system.” – Tyler, 21 “If it was simple, easy and quick.” – Alexis, 19 Marketing Objective The campaign will address the following three overall objectives: Position Pizza Hut as the top choice for customers who order pizza digitally. Provide the greatest digital ordering experience in the category. Reach the target of 75 % of all orders done online/mobile by the end of 2015. 13
  13. 13. campaign budget Outsourcing $3.6M Broadcast TV $6.5M Streamed TV $12M Internet Radio $8.4M Outdoor $3.6M Print & Direct Mail $1.2M Facebook $18M Instagram $1.2M Snapchat $0.6M Vine $1.2M Twitter $5.4M News Sites $14.4M Youtube $20.4M Vimeo $2.4M The Chive $4.8M Mobile $14.4M XBOX $2.4M Total: $120 MILlion Social Media Social media is one of the main focuses of our campaign. We’ve designated a hefty portion of the budget towards mediums such as Facebook, Instagram, Vine, Twitter, Snapchat and other platforms. The perks of using social media as a marketing vehicle is the ability to share content instantaneously to a large audience. Television Television is a great way to engrain the brand’s ideas and concepts into the minds of consumers through repetition. Streaming services such as Hulu and Sling TV are growing increasingly popular among millennials. Furthermore, broadcast television will give Pizza Hut a chance to reach it’s secondary audience - those in other generations. Internet Radio Services like Spotify, Radio, Pandora and others are very popular among millennials. These services offer both free music streaming by requiring users to listen to short advertisements between tracks. News Sites Millennials are surprisingly up-to-date with world news. Sites such as BuzzFeed, UpWorthy, New York Times, Yahoo! News and Huffington Post are popular among millennials. 14
  14. 14. Four p’s of marketing Promotion The campaign’s promotion efforts focus on where millennials are and what they want. By implementing a rewards system into the online ordering process, millennials will discover The Flavor of Now with an interactive, fun and rewarding experience. Place The brand will alter its image to take focus away from physical dine-in locations and draw more attention to the online ordering process. Carryout and express locations will be the focus of this campaign. Price The brand will retain current pricing strategies to remain competitive and keep The Flavor of Now affordable to millennials. However, once the rewards system is in place, there will be discounted prices offered to loyal customers. Product In November 2014, the brand introduced 10 new pizza crusts, six new sauces, four new drizzles, five new premium toppings and 11 specialty recipes to emphasize The Flavor of Now. Our campaign will not change any part of Pizza Hut’s current product lineup. 15
  15. 15. creative executionWe want to raise brand awareness and declare who Pizza Hut really is as a brand. A family-friendly pizza chain, with high quality ingredients, new and interesting flavor combinations and a quick yet consistent ordering experience. The advertising will focus on the tagline Flavor of Now™ and will display the new mobile app. The ordering system must be effiecient and fun. However, most of all, the food needs to be of great quality upon arrival in order to complete the whole Pizza Hut experience. Bold Impressions will create a rewards program for Pizza Hut called Dough Saver® Rewards App. This program will focus on benfiting loyal consumers with discounts, ease of ordering and a free item after a set number of purchases. Pizza Hut will be connecting with many social media outlets like Snapchat, Instagram and Facebook to promote their new mobile app. Consumers will be able to personally interact with each of these outlets to share their experiences and give valuable feedback to Pizza Hut. Moving the ordering process from over the phone to through the app is beneficial to both the consumer and company. This positive change will be stress-free for the consumer, and more cost-efficient for the company; a win-win. 16
  16. 16. media mixFacebookNewsfeed Ads InstagramCelebrity Endorsement PandoraIntermission Ad 17
  17. 17. Outdoor Our campaign will include outdoor ads, as they have recently started to gain more popularity among millennials. Our advertisements will be placed on billboards near interstates where high concentrations of millennials commute to and from work. Furthermore, these ads will be placed on digital billboards and the ads will run between 3PM to 9PM on weekdays. This schedule is ideal for targeting people who would rather order pizza than have to cook dinner when they get home. 18
  18. 18. Other MediumsWe will also be focusing on other mediums such as Vine and YouTube for more informal advertisements. These services are extremely popular due to their entertainment value and virality. These services are very cheap and simple to produce for and offer Pizza Hut publicity and engagement at a very modest value. By creating original content and dubbing classic content, Pizza Hut has the potential to use humor and trigger previous mental maps in the minds of millenials. Vine is a video app that loops 7 second clips over and over again until you scroll to the next clip. The primary content is humor related, and when a vine goes viral many people reenact them and share with friends. YouTube is a very popular video website that billions of people use to search for various kinds of videos daily. Using this medium will help Pizza Hut reach its target demographic. 19
  19. 19. Radio SpotOur radio campaign will play during intermissions on online radio services such as Pandora, Spotify and other similar applications. The radio ads will focus on the transition from calling in a pizza order to ordering from the Pizza Hut app. The first part of the spot will include a voice call to a pizza delivery restaurant where the employee gets the order consistently wrong and the customer hangs up. Then, the mobile app is promoted under the pretense of being simple to use and error-free. Phone rings. Employee picks up the phone. EMPLOYEE: Thank you for calling Papa Caesar’s Pizza, how can we help you today? WOMAN: Hi, I’d like to place an order for a pizza. EMPLOYEE: I’m sorry... Ma’am, what did you say? WOMAN: I’d like to place an order for a pizza. EMPLOYEE: Oh, okay, what would you like on your pizza? WOMAN: Black olives, mushrooms, sausage and onions. EMPLOYEE: Okay, so sausage and what else? WOMAN: I said, black olives, mushrooms, sausage and onions. EMPLOYEE: I apologize, could you repeat that to me one more time, ma’am? WOMAN: Black oli- you know what? Never mind. Woman hangs up the phone. NARRATOR: Tired of calling in? Pizza Hut’s new Dough Saver app helps you save time and money - plus the headache of ordering over the phone. What would you do with your dough? Pizza Hut, The Flavor of Now. 20
  20. 20. Video SpotWe’ve come up with a video campaign that incorporates Pizza Hut into movie clips that are popular among millennials. These video spots, which will be used as both commercials and video media ads, promote the Pizza Hut app as well as their current tagline, “The Flavor of Now.” In this clip, we take the iconic “meow” scene from Broken Lizard’s Super Troopers and replace the dilaogue to showcase Pizza Hut’s mobile app. This clip instills a sense of nostalgia and brings forth elements of humor to appeal to millennials. Incorporating the slogan into famous scenes is a fun and engaging approach to telling the audience about “The Flavor of Now.” SCENE: “Meow” Scene from Super Troopers Officer Foster walks over to car with mid-20’s male and female. FOSTER: What do you two think you’re doing right meow? GUY: We were just ordering a pizza with Pizza Hut’s new Dough Saver app. FOSTER: Oh, you’re ordering a pizza on your phone right meow, huh? GUY: Yeah - are you saying “meow?” FOSTER: Do I look like a cat to you, boy? Am I jumpin’ around all nimbly bimbly from tree to tree? GUY: I... No sir. GIRL: Officer, our pizza’s on its way right meow. Is there anything we can help you with? FOSTER: Right meow, eh? GUY: Yes, right meow. FOSTER: Alright... Well, you two have a good day meow. Stop talkin’ like cats. Couple looks at one another puzzled. NARRATOR: Dealing with people gets old. Skip the trip, order from the new Pizza Hut app today and save your time and money. What would you do with your dough? Pizza Hut, The Flavor of Meow - The Flavor of Now. 21
  21. 21. promotional eventPromoting the Pizza Pizza Hut will have representatives and promoters visit college campus events to pass out miniature pizza boxes. Each pizza box will have small squares of pizza from Pizza Hut’s new flavor lineup. Furthermore, each box contains an event specific code which the customer can enter in the mobile app which will give them a discount on their next online order. The 3D piece is also a fun and memorable piece of direct marketing for the customer to talk about and show to friends. This type of marketing will give millennials a hands-on experience with the product and also provide incentive to start making online orders. 22
  22. 22. 3d Hand-out boxes 23
  23. 23. socialmedia buzzSnapchatCurrently, Snapchat is one of the most popular social media platforms among millennials, but has been known to be somewhat of an advertising enigma. Until now. Our campaign gives millennials a chance to engage with our brand through Snapchat by recording 10-second answers to the question, “What would you do with your dough?” Terminals will be set up throughout the nation with high millennial populations. The Snapchat is then added to a story that can be viewed by any person with Snapchat. Snapchat stats 1% of marketers use snapchat 32.9% of millenniials use snapchat 77% of college students use snapchat stories are the most popular snapchat feature 24
  24. 24. Rewards programDough Saver ProgramThe Pizza Hut Dough Saver Program works by earning points by ordering with the Pizza Hut mobile app. Points are accumulated in a price-based model; one dollar earns one point. Once a customer reaches a set number of points, they are rewarded with a free pizza of any size and variety. Other ways to earn points Downloading the app for the first time grants a customer 50% off of their first mobile purchase. Furthermore, referring a friend to the mobile app gives both parties free points towards rewards. The app will also include a game where adults and children can play as a pizza delivery driver and earn points as they play. Who benefits Everyone. Each user will be required to sign up for a Pizza Hut Dough Saver account. This account will provide Pizza Hut with valuable information such as the customer’s name, age, location, gender and other demographics. Moreover, Dough Saver accounts will be accessible from both mobile and desktop platforms to offer a seamless experience for the customer. 25
  25. 25. EvaluationIn order to determine the effectiveness of our campaign objectives we conducted copy testing. We interviewed 30 students on the UNF campus to determine their attitudes towards Pizza and online/mobile app ordering experience. We found most students preferred to call or go in the store to order their pizza. We want to position Pizza Hut as the top choice for customers who order pizza digitally. To track our progress we will conduct more interviews in the second and third quarter in order to compare the consumer attitude about the brand and their online ordering experience. We also want to reach the target of 75% of all orders done online/ mobile. In order to track our online sales, we will be using Google Analytics. This platform gives us access to monthly reports including website marketing efforts, website traffic, top rankings and traffic sources. We want to provide to the greatest digital ordering experience in the pizza market. Google Analytics allows us to track the number of unique visitors to each page, the average time spent on a page and the exit percentage for the page. This will help us see how the consumer navigates through the website and what features they like or dislike. 26
  26. 26. referencesAdAge. (2015). Pay-TV Fights for Millennials, but Can It Offer What They Really Want? Adage. Retrieved from http://adage.com/article/ media/millennials-traditional-tv-watching-falls-faster/297456/ Coelet, R. (2014). YouTube’s newest insights on teens and millennials. Fullscreen. Retrieved from http://www.fullscreen.com/2014/09/15/youtube-newest-insights-teens-millennials/ Clipper Magazine. (2014). Advertising Benefits. Clipper Magazine. Retrieved from http://www.clippermagazine.com/index.php/advertising-benefits/ Fung, B. (2014). Microsoft is using your data to target political ads on Xbox Live. The Washington Post. Retrieved from http://www.washingtonpost.com/blogs/the-switch/wp/2014/03/07/microsoft-is-using-your-data-to-target-political- ads-on-xbox-live/ Hinson, E. (2013). The Video Marketing Guide to Vine, Instagram, Vimeo, YouTube & Google Hangouts. Unbounce. Retrieved from http://unbounce.com/online-marketing/video-marketing-guide/ Marketing Charts. (2014). Demographic Stats About US Millennials. Marketing Charts. Retrieved from http://www.marketingcharts.com/ traditional/demographic-stats-about-us- millennials-40016/ Natarajan, V. (2014). Millenials & Music, Part 1: How the Millennial Consumer is Changing the Music Industry. Feed.fm. Retrieved from http://feed.fm/millenials-music-part-1-how-the-millennial-consumer-is-changing-the-music-industry/ Perez, S. (2014). Snapchat Is Now The #3 Social App Among Millennials. TechCrunch. Retrieved from http://techcrunch. com/2014/08/11/snapchat-is-now-the-3-social-app- among-millennials/ 27

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