better media. better profits. papa john's

Better Media. Better Profits. Papa John’s

Baking a “New Media Pizza” for today’s “New Media Consumer”

An Online Strategy Proposal from Claire Hoagland New Media Driver’s License Course

April 19, 2010

Why is New Media so important? Watch and see. . .

Papa John’s Facts

• Started by “Papa” John Schnatter in 1984

• “Better Ingredients. Better Pizza.”• Over 3,000 restaurants worldwide• 11th out of top 50 revenue

earning“Fast Food” restaurants• Main Tapped Target Audience:

– Families

• Un-tapped Target Audience:– College students

“New Media Toppings” Papa John’s is already using:

Ways to improve:

•More links between the pages encouraged via posts

•Embed website with “keywords” so that Google to enhance Search Engine Optimization

•Frequently update website, even with minor changes: Google will give PapaJohns.com a better rating

•Interact with Customers continuously, and with rapid speed

Bake the “New Media” XL4• Crust:

– Google AdWords and SEO

• Cheese:– Facebook Fan Page/Facebook Ads

• Pepperoni:– Twitter

• Sausage– YouTube

• Green Pepper:– Monitoring Sites

“Crust”:Google AdWords and SEO

• Target college cities• Use keywords such as

“pizza deals” or “college pizza deal”

• Embed keywords such as “pizza” repeatedly in website

• Constantly make minor changes to www.papajohns.com

“Cheese”: Facebook Fanpage and Facebook

Advertisements• Find more fans for Fanpage• Target college students with Facebook Ads – you only

pay if they click – Target based off of profile information they provide

“Pepperoni”: Twitter• Tweet often about:

– Daily specials– Contests– Interesting Pizza Facts– @reply followers– Encourage traffic to Facebook

“Sausage”: YouTube

• Create a contest for fans to create videos related to eating Papa John’s pizza during midterms/finals week – offer $2,000 college scholarships to top 5 videos

“Green Pepper”: Monitoring Sites

• Monitor what people are saying about your brand so that you can listen and respond– Find out what college

students are looking for

• Utilize sites such as:– Twendz– Google Alerts– Social Mention

Metrics of Success

• Google Analytics• Google AdWords• Facebook Stats

Budget

• $100,000 for 12 month campaign– $60,000 for GoogleAdWords– $30,000 for Facebook Ads– $10,000 for user YouTube Contest

• Seasonality Factor: midterms (late September and March) and finals (December and May)

– $0 Facebook Fanpage*– $0 Twitter Page*– $0 Monitoring Sites*

» * = not including man-power costs. . .but you could always hire a “New Media” intern!