campaigns

Plans Book

Brittani Fehsenfeld, Paige Most,

Natalie Stigers, Morgan Andree,

and Thu (Ino) Vu.

Content

Executive Summary I. Campaign OverviewMarketing Objectives............................................1

Target Audience....................................................1-2

Communication Objectives................................3

Big Idea........................................................................3

II. Situational AnalysisIndustry Analysis.....................................................4

Company Analysis..................................................4

Brand Perception.....................................................5

S.W.O.T...........................................................................5

III. Research Research Objectives...............................................6

Focus Group..............................................................6

Focus Group Key Insights...................................6

Survey...........................................................................7

Survey Key Insights................................................7

Competitive Analysis.............................................8

IV. Media PlanMedia Objective.......................................................9

Strategy........................................................................9

Media Vehicles........................................................9-11

Schedule......................................................................12

V. IMC Plan

Mobile App Markup................................................13

New Mobile App......................................................14

Social Media and Google AdWords................15

New Website.............................................................16

Internet / Banner Ads...........................................17

Sales Promotion and Coupon...........................18

Outdoor / Interactive Display............................19

Outdoor / Billboard...............................................20

Television and YouTube.......................................21

Vl. ConclusionMeasurement and Evaluation............................22

Future Recommendation.....................................22

VII. Appendix............................................................23

VIII. References........................................................24

Campaign Overview

Marketing Objectives

Pizza Hut’s goal is to have 75% of all orders made digitally by the end of 2015. Currently

they stand at only 43%. It is impossible to reach an increase of 32% in six months without the

target audience getting bored or having negative attitudes toward Pizza Hut. Deutsch has

developed key objectives that offer the best solution for Pizza Hut. These objectives are:

• Increase satisfaction and repeat purchase by 3% (82% currently) by the end of 2015.

• Have 50% of all orders made online/mobile by the end of 2015.

• Have 60% of all orders made online/mobile by the end of 2016.

• Finally, have 75% of all orders made online/mobile by the end of 2017.

• Position Pizza Hut as the top choice digitally by the end of 2017.

Target Audience

General Target

The primary target audience includes 18-34 year old women spanning across all ethnicities,

who are multitasking millennials. These women are single or married. Also, they have kids who

are under the age of 12 or do not have kids at all. They are employed and have steady incomes.

These women are more likely to live in the South - South West area of the United States in

areas such as Austin, Texas and Salt Lake City, Utah. They are very techsavvy and shop online

not only for clothes but for other products as well. Deutsch has decided to segment the target

audience into three main categories.

1

Campaign Overview

Specific Target

College women / 18-23 years old.

Annie, 19, is a freshmen at The University of Texas in Austin, TX. She is involved in a

Professional Business Fraternity. She works part time at the Kinsolving Dining facility. She is

very involved in social media and uses her smartphone to be connected on the go. Being a

typical college student, Annie likes to save money when and where she can. Annie is typically

on the go and orders food from her phone while she is leaving her meetings that she has

throughout the week.

Young adult women / 24-29 years old.

Jaqueline, 25, graduated from UCLA with a bachelor’s degree in Film and Television. After

graduating, she got engaged to her fiancé, Phillip. Jacqueline is working in downtown Los

Angeles during the week and planning her wedding on the weekend and any free time she

has during the week. Working downtown and living just outside the city she finds herself in

traffic quite frequently. Jacqueline likes to order take out for dinner because by the time she

gets home there isn’t much time to prepare a meal. Jaqueline stays up to date on all her social

media by using her tablet. She also uses her tablet to email, order dinner, and watch movies

online.

Busy moms / 30-34 years old.

Danielle, 34, lives in a tight knit community in the suburbs of San Francisco, California. She

is married with two kids: Jimmy who is 8 years old and Aaron who is 5 years old. She is

consistently on the move taking Jimmy to soccer or Aaron to t-ball. She is on Twitter and

Facebook and uses Amazon to shop online. Danielle occasionally orders dinner online when

her days run long. She likes the ease and convenience of doing so because it allows her to

spend more time with her family.

2

Campaign Overview

Communication Objectives

1. Inform the target audience about the option of ordering digitally.

2. Persuade young moms that ordering online/mobile is easier and more convenient.

3. Persuade young women, who may be college students, that Pizza Hut is not expensive.

The BIG Idea

Ordering Pizza Hut digitally is convenient and easy for customers. They have such busy lives whether it be cramming

for a big exam, or getting moved into their new apartment, or running the kids around after school. Our target market

doesn’t have time to go to a pizza restaurant and dine in. They need quick and convenient services. Our advertising

campaign is centered around the idea of, “Pizza Hut Goes Digital.” With the tag line, “At least one thing today was easy.”

3

Situational Analysis

Industry Analysis

• Pizza is a 40 billion dollar industry which makes up 17% of all restaurants in the nation.

• 86% of people prefer to choose their own pizza toppings.

• Pizza is the #1 choice for “fast food” dinners in the United States.

• There are four pizza franchises that make up the majority of the market, these include

Pizza Hut, Dominos, Papa Johns, and Little Caesar’s.

Company Analysis

Yum! Brands, Inc.

Yum! Brands is a global quick service restaurant company operating primarily through its three

restaurants: KFC, Taco Bell, and Pizza Hut. Its headquarters are located in Louisville, Kentucky.

The company operates through various restaurant concepts which help it in catering to a

diverse customer base.

Pizza Hut.

Pizza Hut is going for more flavor perception. This means showing fresh ingredients

throughout the campaign while showing pizza as a part of the target’s daily life. Pizza Hut is

responding to research that found that consumers are increasingly seeking food perceived

as higher quality and more gourmet with unconventional flavor combinations leading the

chain into a more restrained and tasteful kind of innovation. What followed was other more

milliennial-friendly flavors. In addition to its standard TV spots using the chain’s “Make it Great”

tagline, the marketer is stressing digital ad buys.

4

Situational Analysis

Brand Perception

When people hear Pizza Hut they think pizza, which is a good feedback. When we asked our

target market what they thought about Pizza Hut they went more in depth than just the pizza

that Pizza Hut offers. We had answers such as, “Great tastes!” and “They have the best crust!”

The answers were not all exceptional. Some answered, “cheap” referring to the quality and

“bad customer service.”

S.W.O.T.

5

Strength

• Marketing vehicles and products that adhere to the sensibilities of both younger and older consumers.• TV remains a �rm battleground, accounting for about 92% and 94% of Pizza Hut’s paid media.• Promotes more of its quality and menu range.• For its social-media strategy, Pizza Hut implemented a broad-ranging program across Facebook, Twitter and YouTube.

Opportunities

•Extensive series of social media and nontraditional media programs.•Switching accounts from McGarry Bowen to Deutsch L.A.•Looking to switch perceptions.•The new campaign being released Nov. 19, 2014 will be called "Flavor of Now."•Hoping consumers, particularly mille- nials, will view Pizza Hut as o�ering a more sophisticated fare.

Weakness

• Struggling to boost sales.• Logged eight consecutive quarters of comparable sales declines.• Performance was disappointing, particularly in the U.S.•Re-evaluated its image but failed numerous times.

Threats

• Competitors: Domino’s, Papa John’s, Little Caesar’s and other pizza brand including frozen pizza. • Small local pizza restaurants (in comparison to Pizza Hut being a national chain.)• You have to install the Pizza Hut mobile app onto your phone while competitors use optimized web formats.

Research

Research Objectives

After doing secondary research from a variety of different sources, Deutsch decided to

conduct primary research for Pizza Hut, which included a focus group and a survey. The

purpose was to gain insight into what the consumer in the target market desire from the brand.

Focus Group

The objective of having a focus group is to gain further understanding of the target market’s

views toward online and mobile ordering. This focus group consisted of nine participants who

are women in age of 19 to 34. It was held on Oct 22nd, 2014, from 6-8pm, in a conference room

at the Ferris State Univeristy library (FLITE), Big Rapids, Michigan.

Focus Group Key Insights

• Participants are more likely to use apps that have a high rating, are entertaining, are eye

catching, and are recommended from friends or people they know.

• Participants are less likely to use apps that are not easy to navigate, do not list prices along

with food items, and apps that crash often and load slowly.

• Participants would be more likely to order foods digitally if they are offered coupons,

specials deals, and free items.

• Online ordering is better for those with children or who live in loud houses in general.

• Online ordering is better for those who order for multiple people.

• Digital platforms should be able to tell you if an item is not in stock at your local Pizza Hut

• Further order verification is necessary to eliminate uncertainty.

6

Research

Survey

The main objective for the online survey was to gain insight on how often people use their

mobile device to order food. Other objectives were if they used coupons, where they ordered

from, whether it was a mobile app or their computer, and their overall thoughts on Pizza Hut

in general. This survey was created and distributed by Google Docs. The survey was shared on

Facebook to women ages 18 to 60 years old. Fifty-two participants answered 13 questions. The

survey was available from October 26th, 2014 to November 1st, 2014.

Survey Key Insights

• On average only 34% of the time do they order food online.

• 65% of the surveyed used coupons when ordering food.

• The overall opinion of Pizza Hut was good.

• 6% always purchase Pizza Hut when they buy pizza.

• The thing they liked most about Pizza Hut is the pizza crust.

7

Caesars

Research

Competitive Analysis

Brand

Advertising Budget

$247,342,000.00 $205,400,000.00 $130,500,000.00 $120,100,000.00

Sales 5.7 Billion $3.8 Billion $3.9 Billion $2.9 Billion

Percent of sales spent on advertising

4.3% 5.4% 3.3% 4.1%

8

• Very creative.• Encourages mobile ordering.• “Order on the go.”• Top of mind awareness is present.• Introduces something new to

consumers or reminds them.

• Popular celebrity endorser is great for a brand.

• Encouraged people to order Papa John’s for their parties.

• There’s a familiar face and it’s a clean and respectable ad.

• Appeals to both men and women. Sports fanatics, children, fans etc.

• Interactive and easy to use.• Promotes pizza.• Creates top of mind awareness.• Utilizes a popular event that a large

amount of people tune into, which makes for a great reach.

• Digital and interactive.• Allows people to create their own

pizza and then order it online.• Encourages online ordering.

Media Plan

Media Objective

To reach 95% of the target audience, which consists of about 122 million people,

at least 3 times a week.

Strategy

Continuous saturation strategy will run for six month July-December 2015.

• To achieve the media objective as well as the IMC objectives.

• Focusing on the target audience, but attempting to pick up a wide variety of other

audiences.

We will spend $50 million for media, because it is one-fifth of what Pizza Hut annually spends

for media. That would leave Pizza Hut another $200 million dollars to spend for its other

campaign(s) as we notice that Pizza Hut has about five campaigns a year.

For this particular campaign, we will use the media below to mainly reach women 18-34 and

perhaps to pick up some other segments such as their boyfriends/husbands, their parents,

their friends, etc. as the supported audiences who have impact on the decision making process

of these women or can be influenced by these women.

Media Vehicles

Network Television will run for six months. The reason why we chose this medium is because

we want to reach a high number of the target audience at one time. This is also a good

medium to have pick-up audiences due to its nature.

Cable Television will run for six months on the channels that not only have a high index among

the target audience but also will be watched by the target audience, not just their children,

such as: Comedy Central, Destination America, ESPN, Fuse, The Hub, TruTV, Spike TV, VH1, and

Adult Swim.

Interactive Outdoor will run for three months in summer: July, August, and September,

because that is the time when people are most likely to spend time outdoors and play

with interactive ads. This will be distributed in cities where the most Millennials are: Austin,

9

Media Plan

TX, Houston, TX, Dallas-Ft. Worth, TX, San Diego, CA, Los Angeles, CA, San Francisco, CA,

Salt Lake City, UT, Denver, CO, Washington, DC, and the top ten cities for pizza sales

such as Las Vegas, NV. These cities also have the most tourists in the United States.

Traditional Outdoor will run for six months ideally on national highways but focus

more in the South West part of the country where there are more Pizza Hut loyal

customers, and near the entrances of the cities above.

Direct Email will be distributed to customers that voluntarily op-in to the email list of

Pizza Hut, which will only be optional at checkout for customers. It is better this way than

renting an email list because we don’t have much control of who exactly will get the email.

Direct Mail will be distributed to everyone in the target market but more heavily

in college town areas to college students. We will do this because this segment

currently does not ordered Pizza Hut often due to the cost. We will need to rent

a list of our target audience by demographic and psychographic characteristics

from an analysis company such as IBM because this is the only way we can

deliver to the right people. Moreover, people tend to not get annoyed getting

coupons in mail, unlike email.

Internet Display will run for six months on websites that have higher index

among the target audience, such as: MTV.com – 152, VEVO - 133,

Weatherbug.com – 131, CBSS Sport.com – 131, Yahoo! News – 126, and Shop

at home.com – 125.

Internet Search will run for six months on: Google AdWords and YouTube.

Google AdWords location: United States. Network: search network, display network.

YouTube Ads will be targeted by demographic and psychographic characteristics: Gender:

Women. Age: 18-34. Interests: foods, cats (and other cute animals videos), hair and make-up

tutor videos, etc. Will also show up in Google search result.

10

Media Plan

26m (57%) in Network TV Prime Time

1m/week

Example of a weekly schedule:

13m (26%) in Cable TV

0.5m/week

9m (18%) in outdoor

3m (6%) for 3 summer months: July, August, September “fun” outdoor

6m (12%) for 6 month national wide traditional outdoor

1m (2%) to deliver coupons

(1.5%) for direct mail

(0.5%) for direct email

0.5m (1%) in internet display

0.3m (0.6%) in internet search: Google AdWords and YouTube

Google Adwords: $800.00/day from July 1st, 2015 – December 31st, 2015

YouTube: $848/day for six months

0.2m (0.4%) in social media: Facebook, Twitter, Instagram

11

Media Plan

Schedule

12

July August September October November December

Network TV

Cable TV

Outdoor

Interactive

Direct Mail

Direct E-Mail

Banner Ads

Internet Search

Social Media

IMC Plan

Mobile App Mark-up

13

IMC Plan

New Mobile App

Order LocationContactMyPizza

Checkout2 Pizzas Pan Tossed Pepperoni G. Pepper Onion Mushroom

1 Cheese Bread1 Chicken SaladSubtotal: Tax: Delivery: Total:

$20.00

$4.00$4.00

$28.00$1.68$2.00

$31.68


CheckoutCard Number:*********Delivery Address:Phone Number:Delivery Time: 4:00pm

Submit


ConfirmationThank you for your order, John. A Confirmation email has been sent to your text messages.

Order TotalOrder TypeDelivery Address

Store PhoneEstimated Time

$31.68Delivery

119 South St.Big Rapids, MI 49307

231.796.87003:00pm

Twitter Facebook

Done

Order Screen 4 Order Screen 5 Order Screen 6


Previous Orders10/12/14

10/1/14

2 Pep. Pizza1 Ch. Bread1 Chick. SaladReorder

Reorder

2 Pizzas Pepperoni G. Pepper Onion Mushroom1 Cheese Bread1 Chicken Salad

1 Ch. Pizza


Voice OrderHi What Would You Like Today?A Pepperoni PizzaDid You say a Pepperoni Pizza?YesAnything else with your order?Cheese Bread, a Pepsi, and a Chicken SaladOk, I got a Cheese Bread, a Pepsi, and a Chicken Salad. Anything else?NoOk Your Order comes to $25.00. How are you paying today?With my CardOk. What is your Card number?1234567890

Hi What Would You Like Today?A Pepperoni Pizza.Did You say a Pepperoni Pizza?Yes.Anything else with your order?Cheese Bread, a Pepsi, and a Chicken Salad. Ok, I got a Cheese Bread, a Pepsi, and a Chicken Salad. Anything else?NoOk Your Order comes to $25.00. How are you paying today?With my CardOk. What is your Card number?1234567890Is the card number appearing on screen right?YesWhere would you like this delivered to?211 Rose Ave. Big Rapdis, MI.Did you say 211 Rose Ave, Big Rapids, MI.YesOk, your estimated delivery time is 30mins. Thank you for voice ordering with Pizza Hut today. A conformation screen will show up on the next screen. Have a nice day.

MyPizza 1 MyPizza 2


Total: $20.00

Special Pizza:

Crust:

Topping:

Pan Tossed

PepperoniG. PepperOnionMushroom

Item Quantity: 2

Add Another Item: Bread

N/A


Pizza Bread

Side Dessert


Delivery Carryout

Dine In

Previous Orders

Voice Order

Order Screen 1 Order Screen 2 Order Screen 3

14

IMC Plan

Social Media and Google AdWords

15

IMC Plan

New Website

ORDER NOW

Login. Location. English

UPDATED MOBILE APPWEBSITE FACES FOR TODAY ONLINE ONLY

InstallToday!

Order Onlineor with ourMobile App

#PizzaHutGoesDigital

FOOD DEALS LOCATIONS CAREERSABOUT US FOOD DEALS LOCATIONS CAREERSABOUT US ORDER NOW


PIZZA

PASTA BREADSTICKS OTHER

Create Your Own Pepperoni Lovers Meat Lovers

Veggie LoversBBQ LoversSupreme Pizza

FOOD DEALS LOCATIONS CAREERSABOUT US ORDER NOW


DEALS

$6.99 EACH: 2 MEDIUM PIZZAS, 4 TOPPINGS TOTAL

ONLY ONLINE: $7.99 LARGE 2 TOPPING PIZZA

ONLINE ONLY: $11 ANY SIZE

THE ULTIMATE HERSHEY’S® CHOCOLATE CHIP COOKIE FOR $4.99 WITH PIZZA PURCHASE

INDIVIDUAL WING MEAL PARTY WING MEAL

16

IMC Plan

Internet / Banner Ads


Order Online Or With Our

Mobile App Today!

At Least One Thing Was Easy Today!


Order Online Or With Our Mobile App Today!


17



At Least One ThingWas Easy Today!

IMC Plan

Sales Promotion and Coupon

$8 Large Pepperoni Pizza

Share this coupon:

$2 Cheese Breadstick

Share this coupon:

14371 Northland Dr.Big Rapids, MI 49307

(231) 796-8700

14371 Northland Dr.Big Rapids, MI 49307

(231) 796-8700

18

IMC Plan

Outdoor / Interactive Display

Stressful Day?

Stressful Day?


Go online to facebook or pizzahut.comto see website faces for today. One lucky winner from each city will win 3 free pizzas.

At Least One ThingWas FUN Today!

19

IMC Plan

Outdoor / Billboard




20

IMC Plan

Television and YouTube

21

aisi

Visual: College student heading off to study at the library. Visual: First slide stays frozen on visual of college student.Horizontal swipe in left: Visual of recent grad.

Visual: First slide stays frozen. Recent grad getting coffee and heading to work on a busy bus.

Visual: First slide stays frozen, second slide of recent grad stays frozen. Horizontal swipe-in with visual of busy young mom.

Visual: First and second slides stay frozen. Busy young mom running errands and picking up kids from extracurricular activities.

Visual: All three women walking into Pizza Hut to pick up their order.

Visual: All slides resume and grab their mobile device to order pizza Hut using their Pizza Hut mobile app. CS: Android - walking aroud. RG: iPhone - At desk. BM: Tablet (Samsung) - In car.

Visual: All three phones shown again. Superimpose tagline and hashtag.

Cut to a Superimposed Pizza Hut logo.

At least one thing was easy today!#PizzaHutGoesDigital

Conclusion

Measurement and Evaluation

To evaluate the effectiveness of the IMC plan it must be measurable. Many tactics can be put

in place to measure the effectiveness of the plan. Reach and frequency will give Pizza Hut an

idea as to how many people have viewed their advertisements on television. Although this

does not say how effective it was, it gives an idea as to how many people have been exposed

the ad.

Gross rating points, GRPs, are a way to measure the effectiveness of our billboards. This,

just like television, is a way to measure impressions or the size of audience reached. For our

interactive ads we can view the amount of pictures that are taken when people are using the

interactive display.

We will send out customer satisfaction surveys to measure the effectiveness of our campaign.

This will help Pizza Hut gain knowledge about our target audience and their understanding

of our campaign and if they adapted to it as was planned on. We can also measure the

effectiveness of our campaign by looking at the increase of the digital sales.

Future Recommendation

• Create a database.

• Establish a national reward program system.

• Customer relationship managment.

• Pizza Night.

22

REWARDS CARD#PizzaHutGoesDigital

Appendix

Creative Brief Client: Pizza Hut Project Title: Pizza Hut Campaign Job Number: 001 Date: 11/8/14

What’s the business challenge?

• Only 43% of Pizza Hut orders are made via digital platforms.

• Pizza Hut’s website and mobile app are not simple enough to be considered more convenient than the traditional ordering method.

• Pizza Hut’s digital ordering system is not streamlined between corporate and individual stores which leads to errors with customer orders.

What’s the communication objective?

• Inform the target audience about the option of ordering digitally;

• Persuade young families that ordering online or on a mobile device is easier and more convenient;

• Persuade young adults and college students that Pizza Hut is not too expensive for them.

Who are we talking to?

Our primary target audience is 18-34 year old women spanning across all ethnicities. These women are multitasking millennials and are employed. The 18-27 year olds are making

$25,000 per year and 28-34 year olds are making $48,000 per year. These women are single or married and living with and without kids under the age of 12. They live in the South –

South West area of the United States in areas such as Austin, TX and Salt Lake City, UT. These women are very tech-savvy and shop online not only for clothes but for shoes as well.

They can be persuaded with enticement with things such as coupons or free shipping. We have decided to segment out target audience into three main categories; college women

who are 18-23, recent grads/ young adults 24-29, and busy moms who are 30-34 years old.

What’s the key insight to make the brand meaningful in their lives?

Why do we matter?Pizza Hut delivers a fast and convenient services no matter what your lifestyle is.

What is the enemy (attitude)?Health Conscious

What do we stand for?Integrity- when we say we are going to do something, we not only do it, we do it well.

What do we need to say?

We need to persuade customers that Pizza Hut is the best way to order pizza digitally.

Ordering Pizza Hut digitally is convenient and easy for our customers. They have such busy lives whether it be cramming for a big exam, or getting moved into their new apartment, or

running the kids around after school. Our target market doesn’t have time to go to a pizza restaurant and dine in, they need quick and convenient services. Our whole ad campaign is

centered around the idea of, “At least one thing today was easy.”

What makes this believable?

The upgraded mobile app has fewer steps making it easier and more convenient. The newly designed website is less overwhelming and easier to navigate.

What’s the brand character?

Modern, innovative, adaptable, and efficient.

What else do we need to keep in mind?

Pizza Hut is ready to take hold of the digital market. We are energized and ready to take down our competitors.

23

References 24

Barrett, Liz. “Pizza Power 2013 State of the Industry Report.” PMG Pizza Magazine. N.p., Dec. 2012. Web. 21 Nov.

2014.

Chatter, Franchise. Franchise Chatter Guide: America’s Pizza Franchises Vying for a Slice of the Pie. Franchise Chatter,

30 Mar. 2014. Web. 29 Nov. 2014.

Domino’s Pizza, Inc. (2014, August 14). Retrieved September 29, 2014, from http://0-advantage

marketline.com.libcat.ferris.edu/Product?pid=1744376E-79E5-49F9-9298-F128768A73E5

Hynum, R. (2014, January 1). The 2014 Pizza Power Report. Retrieved September 29, 2014.

Little Caesar enterprises, Inc.. (2014, January 30). Retrieved from http://0

advantage.marketline.com.libcat.ferris.edu/Product?pid=FAC6DA91-C064-4D02-8542

7C85D6A63DA2&view=Overview

Limited-Service Restaurants. (2014, January 1). Retrieved October 15, 2014.

Our History. (2003, January 1). Retrieved September 29, 2014.

“Papa John’s International, Inc.” International Directory of Company Histories. Ed. Jay P. Pederson. Vol. 71. Detroit:

St. James Press, 2005.Business Insights: Global. Web. 1 Oct. 2014.

Pederson, J. (Ed.). (2005, January 1). Papa John’s International, Inc. Retrieved October 1, 2014, from http://bi.galegroup.

com/global/article/GALE|I2501309750/a4cfe3cc2a4bc129368b548ca427172a?u=lom_ferrissu

Walsh, T. (2013, June 25). Little Caesars rises to nation’s No. 3 pizza chain with $2.9B in sales (top 7

list). Retrieved September 29, 2014.

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