pieology book
TRANSCRIPT
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pieology
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Table of Contents
In 2011, Carl Chang noticed a problem in the pizza industry: pizza has become more of a convenience food rather than a celebration between friends and family. This issue sparked Chang to establish his own pizza restaurant, one that would not only bring people together but allow customers to create their own customized personal pizzas. Today, all customers of Pieology are considered Pieologists. Each restaurant caters to its community to enhance the experience. With locations spread out in multiple states and an expansion plan to grow the chain, the brand is ready to step up to the next level.
Pieology
3 Pieology History4 Executive Summary6 Situation Analysis
7 Competitors8 SWOT9 Research10 Barriers11 Objectives12 Target Market
14 Campaign16 Big Idea18 Tagline
20 Creative Gallery22 Promoted Video: 3024 Promoted Video: 1526 Grand Opening28 Contest29 Website Landing Page30 Billboard31 Banners32 Snapchat, Instagram, Facebook33 Magazine, Pieology App
34 Media Plan34 Details35 Strategies, Rationale 36 Flowchart
38 Social Media Plan38 Local - Objectives, Strategies39 Twitter40 Instagram, Snapchat41 Facebook42 Corporate - Objectives, Strategies 43 Instagram, Twitter44 YouTube, Corporate Blog45 Facebook
46 Public Relations Plan46 Rationale, Objectives, Strategy 47 Press Release
48 Evaluation50 Budget52 Conclusion56 Appendix
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Executive Summary
It all starts with a ball of dough.
In the fast-casual pizza industry, that ball of dough is pressed into the form of a perfect base that is then topped with fresh ingredients, only to be baked in an oven to become a delicious pizza. At Pieology, this is more than just a pizza. It is more than just a meal. It is a celebration of a masterpiece--a work of art--created by the customer. With a wide array of toppings and billions of different combinations, each customer has a special touch to the simple pie, whether it is trading the red sauce for garlic herb butter, stepping up to handle the hot and spicy chicken, or skipping out on the garlic because they have a blind date later. Whatever the case may be, each consumer was inspired by something to create the pizza they ordered, whether they see it or not. You don’t have to be an artist to create a masterpiece.
And, Although Pieology wants to inspire creativity within its customers, consumers miss that message. In the industry, Pieology and the rest of the competitors in the competitive landscape all face the same issue: a minimal focus on the company's differentiation. When asked about what makes Pieology stand out, very few consumers could think of something, and even those who were able to were unable to give concrete answers. The problem is simple, yet difficult: develop something that differentiates Pieology from the rest of its competition.
This is where we started. This was our challenge.
Lucky for us, Pieology is “the study of custom pizza,” so as a collective whole we came together as a study group to learn everything we could about anything we could find. Throughout weeks of research, we were able to use the $120,000 budget to develop a four-month campaign that not only stays true to what Pieology wants to accomplish as a company, but also a campaign that uniquely defines Pieology as an established brand to the consumer. We have used our creative expertise and strategic tactics to ensure that this campaign will highlight the values that make Pieology unique.
Grab your toppings. It’s time to get to work.
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Situation Analysis With the country becoming more health-conscious but still wanting to keep the convenience, the fast-casual industry has become one of the most popular trends to follow today. As one of the leaders in the fast-casual dining pizza industry for the past five years, Pieology was able to establish itself as a brand before the market became saturated with new fast-casual pizza joints popping up left and right. Inside the industry, there are more than a dozen nationally recognized fast-casual dining pizza brands with Pieology, Blaze Fast-Fire’d Pizza and MOD Pizza leading the category. Over the years, the market for fast-casual pizza has rapidly grown, especially with millennials. Although the brand got its foot in the door as an established brand in the industry, Pieology is not the unstoppable market leader it once was. The competition has become much more fierce as each brand is looking toward expanding and differentiating itself to survive. Only the strong brands will conquer within the next couple of years.
Blaze Fast-Fire’d PizzaArguably taking the throne away from Pieology as the market leader for fast-casual dining pizza, Blaze has become the fifth largest pizza chain in the United States directly behind Pizza Hut, Domino’s, Little Caesars and Papa John’s. Over the past year, it opened 55 new locations in 25 new states, leading the brand to have a 205 percent increase in sales with it reaching over $100 million. With these reports, the brand holds the top spot for highest sales. For 2016, the company is looking to open another 96 locations with one of them expanding outside the country to Toronto.
MOD PizzaRight below Blaze Pizza as one of the leaders in the fast-casual pizza industry is MOD Pizza. With a 131 percent sales gain over the past year, MOD takes the second place pedestal, as Pieology comes in third with a 67 percent sales gain. MOD has built a reputation for itself with its refreshing lemonades and milkshakes. These beverages add to the experience because no other brand puts a large emphasis on any other aspect besides the pizza. MOD’s lemonade is made fresh everyday. On top of that, the brand is home to the Monster Pizza, which is essentially two pizzas stacked on top of each other, making the crust thicker.
Competitors
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S• 1 of the 3 most successful
brands in fast casual pizza• Expanding faster than other
brands in the industry• Strong connection to
communities and charities• Strives to be seen as a genuine,
honest brand• Developed a strong
relationship with Panda Express
• Stone fired grilled pizza• Fresh ingredients
W• Minimal differentiation
between Pieology and all other brands in the category
• Audience has little understanding of Pieology’s USP
• Lacking a strong cohesive message between Pieology and its customers
• Lower amount of topping options as competitors
O• Expansion can create a vital
message associated with the brand
• Strong focus on community building and CSR
• Looking to set up a rewards program that has community involvement
• Currently, fastest growing industry (great for expansion)
T• Other competitors are seeking
to expand• There are many different
pizza places offering the same “product” as Pieology
• Heavy competition• Potential new competitors to
the marketplace•
Research
Survey Monkey
Which of these pizza places FIRST comes to mind when you decide to go out to dine?
How often do you visit a fast-casual pizza restaurant (ie. Pieology, Blaze etc)?
What is the primary influential factor in picking your pizza place? Rank in order from most influential (1) to least (5)
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DifferentiationThe fast-casual dining industry is one of the fastest growing industries today because of its rapidly growing popularity. Many entrepreneurs are looking to start a business in fast-casual dining, which is why there are so many different brands for fast-casual pizza. However, since the trend is so popular and new, many brands put little focus on differentiating themselves from competitors. If one were given a pizza from each brand without the knowledge of which was made by whom, very few people would be able to accurately point out the differences between brands. Each brand believes they have found their niche. Blaze believes it’s the only brand to use a stone fire oven to cook its pizzas and MOD believes its delicious lemonade will retain its customer loyalty. When, in actuality, this is not significant enough to resonate with consumers. This is where creating an experience comes in for Pieology. The food is what the customer wants, but the experience is what makes them stay.
Location proximityOne of the biggest factors when it came to consumers deciding which fast-casual pizza restaurant to go to was the convenience of which one was closer. Because of the minimal differentiation between all the brands, many people are accustomed to not feeling an experience, so they do not care about which one they choose. Many brands do not have as many locations as Pieology; however Blaze and MOD Pizza both have more locations than Pieology. Grand openings of new locations are going to play a huge role in getting the target audiences excited about the brand, and informing that there is a closer one than they might realize.
Low customer loyaltyAs a result of low differentiation and consumer’s preference to the closer location, the industry has developed low customer loyalty. Very few people are solely committed to one single brand, which can be a positive because not many people are loyal to a brand. But, this can also be an issue because other brands may also realize this soon, so Pieology will have to act soon to make an impact on our target audiences.
Barriers 1. 80% minimum positive target audience brand and Grand
Opening awareness
2. Grand opening sales goal achievements:15% increase above average new grand opening locations
60% in total sales
3. Substantial new, local 4 and 5 star online reviews 20% increase in online rating reviews
4. Extensive local Social Media engagement and fan growth 18% increase across all social media platforms Develop a strong, local social media account for specific
locations
5. Good understanding within the community of Pieology’s unique selling points (USPs)
Objectives
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Target MarketPrimary: Fresh FindersStaying up-to-date on current events and pop culture, this group of people want to maintain being “fresh” by finding the hottest places in town that won’t break the bank. They like to splurge every once in awhile, but generally stick to spending minimally. Fresh Finders are spontaneous, but pledge loyalty to establishments that treat them well to a good time. Though they do not want to stick to the regular and be caught in a rut, they spend time looking up reviews for places that they are interested in eating at on Yelp and other review sites. And, while living a healthy lifestyle is what they strive for, they compromise by the quality of the meal itself.
Secondary: Independence SeekersWhether it is the beginning or the ending of their high school career, these teens are looking for things to do with their newfound independence. It is the independence that they receive such as later curfews or a license to drive that makes this target audience crave for an exciting lifestyle. However, this lifestyle comes at a price of not being able to slow down for long periods of time. Full-service restaurants do not appeal to them because they are too expensive and take too long to get in and get out. This is where Pieology comes in because it is fast enough for them to eat and continue moving, while not dropping to the low quality of fast food.
Tertiary: Convenient ParentsBalancing work and home life, these parents do not have a lot of time to spare. Coming home from work to feed the kids, do the laundry, clean the house, mow the lawn, etc. can be a lot for only two people, and, somehow, they are supposed to squeeze eating in there. They know eating at home is the cheapest option--but that involves prepping, cooking, and cleaning after--and they don’t want to feed their kids greasy fast food. They are searching for a happy medium between that will give them quality and speed, two things that full-service and quick-service restaurants do not have.
Fresh FindersAges 18 - 35Moderate social media usersQuality orientedTrend focused
Independence SeekersAges 15 - 18Heavy social media usersPrice orientedEntrepreneurially focused
Convenient ParentsAges 35 - 45Light social media usersConvenience orientedTraditionally focused
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At Pieology, customers aren’t just coming to satiate their appetites, they are coming for the inspiring customer experience. From the fresh ingredients to the welcoming ambience, Pieology has always been about creating an emotional connection between the restaurant and the customers. Our campaign introduces a number of initiatives that will deliver on this premise, and push heavy traffic for the grand opening of the new stores in Silicon Valley and Orange County. We plan to reach all key markets through a comprehensive social media plan as well as through traditional media placements. Our multiple creative strategies are designed to be as creative and enticing as the pies at Pieology. This will lead our key target audiences to see Pieology’s unique values as a reason to drive the extra mile and ignore the competition, we will encourage our targets to think of themselves as artists when they enter a Pieology and to create their culinary masterpiece. This campaign will enhance the Pieology name with unique and innovative ways to embrace the company’s passion for CSR while connecting with the surrounding community. This campaign is strategically designed for Pieology in order to highlight the inspirational qualities of the restaurant while driving key targets directly to the restaurant to harness their creativity into a delicious and personalized meal.
Campaign
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Create the insPIEration
The Big Idea
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Your Masterpizza
“Create the InsPIEration”“Create the InsPIEration” is the connection that is missing between the brand and its consumers. One of the most memorable aspects of Pieology is its inspiration wall of quotes. By taking this brand quirk and developing it to connect to the consumer, Pieology will go from simply being a pizza brand to becoming a brand that offers an experience as one enjoys a personalized pizza.
What does “Create the InsPIEration” solve?Research shows that there is low customer loyalty because of minimal differentiation between the fast-casual pizza brands. “Create the InsPIEration” develops a competitive advantage to solve this issue by taking the beloved wall of inspirational quotes and transforming it to become a connection to the consumer. Consumers will connect with Pieology as they notice that the pizza they create inspires their individuality; thereby, creating an experience for them to enjoy and grow loyalty.
Tagline
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Creative GalleryIt isn’t difficult to get creative when your main goal is to inspire your audience. Our strategy is simple—create visuals and texts that will appeal to our markets across the board and strongly position Pieology as the creative and inspiring brand that it is. We have created images, copy and a grand opening event that are tailored for multiple mediums in order to ensure that these messages will resonate with the people who will hear them the most.
It all begins with the tagline “Your Masterpizza” which is the belief that at Pieology customers don’t have to be artists to create a masterpiece. This is the heartbeat to all of the creative strategies and has allowed for our team to create ideas that are as fresh as the toppings on a Pieology custom pie. We have used vibrant imagery and simplistic yet eye-catching copy in order to create a cohesive and distinctive creative plan that will make any viewer of this content inspired by the food that they are sure to go out and purchase.
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Promoted Video: 30Our promoted video post called “Masterpizza,” shows a man setting up to paint on a canvas. Meanwhile, pressed dough falls onto the pizza pan. The painter squirts the paint onto his pallet, while a Pieology employee places the topping containers into the window display. A brush dips into the paint, while a brush dips into the red sauce. The painter strokes the paint across the canvas as the Pieology employee brushes the red sauce across the pressed dough. Over time, the painter splats paint onto the canvas, and the employee drops fresh ingredients onto the canvas. The camera zooms into their facial expressions as they express focus and determination. After the pizza bakes, the employee takes it out of the oven and places it into a box. As the painter pulls away from his canvas, he looks down only to see the same pizza that was just pulled out of the oven by the employee. This ad utilizes match cuts to draw attention to the mirrored movements of the two unlikely, providing them eith an interesting watch. This will keep Pieology on the target audiences’ minds. In addition to social media, this ad will be posted on Pieology’s new YouTube channel.
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Promoted Video: 15Following the same idea as our promoted video post, our 15 second video will feature the same mirrored actions between the Pieology experience and the actions someone feels inspired doing. In this case, it is a woman designing a dress. As she cuts across the fabric, the pizza cutter rolls through the pizza to make slices. This video will be promoted through social media channels such as YouTube, Facebook, and Instagram.
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Grand Opening The grand opening event will be a true cornerstone to this campaign. We hope that all who enter Pieology on this day will feel immediately insPIEred by food, their community and life. This event will be a celebration of the people in the local community and their contributions to local culture. Outside of the venue there will be local bands playing, enticing people to come in and join in on the festivities. These bands will play from open to close and we will be sure to bring in uplifting and fun musicians. The inside of the restaurant will serve as somewhat of a makeshift art gallery, where there will be local art on display and customers will have the option to purchase a particularly insPIErational piece or just admire the work of an artisan from the surrounding area. In order for this event to be captured and remembered we will also hire local photographers to take pictures of customers building their custom pies admiring the art, and relaxing to the music. At this event we really plan to also promote positive Yelp reviews by handing cards to every customer asking them to leave a review on Yelp in order to receive a free fountain drink on their next visit. Not only will this garner positive reviews because of the exciting experiences that customers will associate with the restaurant but it will also encourage them to visit the store again. These cards will also include all of the local social media handles for our now loyal customer to interact with and follow. Our hope is that by the end of the event customers will feel like they too are local artists because of the masterpizzas that they crafted within this insPIEred environment.
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Contest#10PIEdeasAdvances in technology have allowed a vast library of knowledge to be held in the palm of our hands. Today’s smart devices keep us connected to one another, along with keeping us informed about the latest trends, which is no wonder how our Independence Seeker demographic has become the most entrepreneurially focused. Research shows that most startup companies, nowadays, are mostly supported by Generation Z.
Pieology will use this information to its advantage by hosting the 10 PIEdeas contest. This contest will be promoted through all channels of social media. To enter, users will head to the company website and click on the contest link. From there, they will sign up either through a Pieology account (that will automatically have them sign up for the e-newsletter) or Facebook (which will automatically have them like the Pieology page). Once they are logged in to their account, users will work on the prompt of the contest to win a $500 scholarship.
The prompt is simple: What do you believe is the biggest issue in your community? Why? What is your PIEdea to solve this problem, and how do you plan to make it successful?
Users will fill out the prompt in an essay format, and share to their friends and followers on social media, using the #10Piedeas, to gain votes. The 100 most voted plans to enhance the community will move on to the next round, where a committee will review each application and vote for their top 10 favorite. The 10 finalists will each win a $500 scholarship.
Website Landing Page
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Billboard BannersThe billboards use minimal copy in order to stand out on the highway. The first is a simple prompt with the tagline “Create your #masterpizza”. Plastered on a background of an appetizing pepperoni pizza - this billboard is a very easy attention-grabber. The second billboard ties perfectly back into the idea that anyone can get insPIEred once they have the tools to do so. Showing the wide array of toppings available at Pieology prompts customers to do just that. The reason for the snapchat filter is very simple - it’s fun. We want to generate a lot of memories during the grand opening and the filter is a great way for people to have fun during it.
These advertisements will catch the attention of key publics using the web. The first banner plays off of the idea that one can be a master like Picasso if they use the tools given to them by Pieology. The second is an interactive HTML5 banner that allows users to build their own pizza right from the ad, and order it on the spot - enabling them to get creative! The final one is a vertical banner that merges the dropping paintbrushes with pizza toppings that fall as the user scrolls, reminding them that everyone is inspired in their own way.
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Side ASide B
Pieology Phone App
Snapchat
Magazine
The reason for the snapchat filter is very simple - it’s fun. We want to generate a lot of memories during the grand opening and the filter is a great way for people to have fun during it.
The promoted facebook post essentially explains the big idea and promotes the tagline at the same time. Users are invited to come in and get insPIEred!
Pizza is an attention grab in and of itself. Who doesn’t enjoy a good looking pizza?
The first magazine advertisement utilizes the tagline of creating “Your Masterpizza” The featured pizza is a visually appealing piece of art which ties back into the main theme of getting insPIEred. The second magazine advertisement is two sided. The first side plays off the idea that anyone can get inspired in their own way, such as painting. When the user turns the page, they are prompted to create their own insPIEration - using the plethora of toppings as their brushes for making a perfect pizza.
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Our first objective is to have 80 percent positive brand and grand opening awareness with a strategic media plan designed to reach target audiences at key points throughout their daily lives.
Our second objective is to overthrow the competition by ensuring that target markets know the call to action that Pieology is sharing with them by engaging them at lunch and dinner times during their media consumption.
Media Plan
Geography: Silicon Valley and Orange County
Seasonality: Summertime
Media Uses: Heavy internet, print magazine ads, video executions for internet, OOH billboards, and promoted social media ads
Budget: $120,000
Details
• Throughout the four months of the campaign we will use a reach strategy in order to ensure that the goal of 80% of positive brand awareness is met. Additionally, during the first month of the campaign we will also employ a frequency strategy for the heavy push needed to drive traffic into the new Pieology locations.
• We will use a comprehensive media mix so that key targets will be reached at optimal times using the myriad of mediums that they enjoy.
• This media plan works to reach a broad range of buyers, while also having the ability to hone in on the specific potential Pieology customer.
• We will employ a bursting method throughout the months of June and July in order to aggressively promote the grand openings.
• A pulsing method will then be set in place for the months of August and September in order to effectively, yet economically continue to engage potential customers.
• Utilize promoted and sponsored posts through social media
Strategies
The billboard spots that we will use will both be within a 10-mile radius of the new restaurants in order to ensure easy access for intrigued customers.
The magazines were carefully selected in order to target the Convenient Parents demographic. These magazines are higher end and created for those with larger incomes and the tastes that come accordingly. Both Orange Coast Magazine and Content Magazine seek to engage the reader in local culture and activities. By placing ads in these magazines Pieology will be seen as more than just a franchise--the readers will see that the location is seeking to assemble into local cultures and values and add to it with delicious food and philanthropic endeavors.
Each website was selected off of research on target market online activity as well as he need for local cultures to be engaged. Research showed that our key audiences were most frequently visiting Facebook, CNN and BBC. Our plan allows for banner ads to be shown on these sites during lunch and dinner times for consumers. By using The Mercury News online and The OC Register local consumers will also be engaged and will get the chance to see what Pieology has to offer their community.
Rationale
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Flowchart
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Social Media PlanOur current audiences need to understand how their Pieology will become an integral function to their local community. Social media is the perfect way for audiences to follow, engage, and enjoy posts created by a company that cares about integrating itself into the local community. We plan to create local social media accounts for the new locations to drive traffic through the door for the grand opening and also keep the community interested in the activities of their new favorite pizza experience. This plan outlines how social media will be used to engage all three target audiences, and create excitement and buzz surrounding the grand opening.
Objectives1. Create a strong local community following across all platforms 2. Garnish strong community engagement across all platforms3. Inform key publics of the grand opening events 4. Create localized brand ambassadors
Strategies1. Use effective hashtags to ensure key publics are reached2. Create engaging and shareable content that publics will enjoy3. Post frequently and during different times of day4. Have all social media have a cohesive look across all platforms
LocalTwitterFunction: To share quick, witty and sometimes thought-provoking messages to key markets. This will be a fast method to get information to them. This will engage audiences and allow for them to have a conversation with the brand, giving the restaurant even more personal meaning.
Posts: Many of the posts leading up to opening day will be used to create hype around the grand opening festival. More and more information will be revealed about the event (but not too much!) to create buzz and excitement. Some posts will just be of an inspirational quote or image so that targets will connect to the brand’s values with these ideals.
Sample Hashtags: #GrandOpening2016 #OCGetInsPIEred #SiliconValleyGetInsPIEred #WhatsYourInsPIEration
Frequency: 4-6 times per week for the two months leading up to opening day, 3-5 times per week for the two months following.
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FacebookFunction: To help develop the brand stories of both of the stores leading up to their grand openings. These pages will then serve as community post pages where users will be encouraged to share positive and uplifting (appropriate) things that they see within their community. Facebook is the medium that our audiences use the most so it is important that these pages really allow for them to engage with the brand.
Posts: The posts leading up to the grand opening will be “the story” of the store. This page will have employee profiles and will discuss what they do in the community. The page will also provide information leading up to the grand opening including artists, musician and photographer profiles that users can read and enjoy.
Hashtags will not be used on these posts because we want to give them as personal of a feel as possible.
Frequency: The Facebook page will be updated daily for the two months leading up to the campaign and afterwards it will serve as a community landing spot for people to discuss food and inspiration within the community. There will be a few posts created by the stores to stir up discussion but it is our hope that this page can serve the community in a positive way.
SnapchatFunction: The Snapchat filter will allow for users to connect with the brand on a personalized and comedic level. The filter allows for increased promotion of the grand opening and let’s the users directly share the content.
Posts: There will be a filter available to those close to the Orange County and Silicon Valley locations.
Frequency: The filter will be available one week prior to the grand opening and one week following in order to maintain relevancy.
InstagramFunction: To create visually appealing shareable images that show off all of the food served at Pieology and the community engagements that Pieology is involved in. Most images will be tied back to promoting the grand opening in order to meet sales objectives.
Posts: Posts will be funny and heartwarming to show off true brand values. All images will be high quality and artsy to tie back to the insPIEration theme. Many of the posts will feature food, while others will be about the new Pieology employees finding inspiration in their local town or just an inspirational quote. These posts will create a push for traffic for the grand opening but will also inspire the user.
Sample Hashtags: #GrandOpening2016 #WhatInsPIEresYou#WhatsYourInsPIEration
Frequency: 4-6 times per week for the two months leading up to opening day, 3-5 times per week for the two months following.
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CorporatePieology has a challenge: to maintain its local values at a corporate level. Our social media plan wants to create fan growth for all social media accounts and create shareable content that inspires users to engage with the company. These social media posts will invite users to get inspired by Pieology’s overall message and will create a call to action to eat a meal at their favorite pizza location.
Objectives1. Increase traffic across all social media platforms2. Increase engagement across all social media platforms3. Create a larger fan-base for the social media platforms 4. Develop customer loyalty and advocacy
Strategies1. Create content that users can easily share with friends2. Use hashtags to effectively target key publics3. Engage users with thoughtful content 4. Show Pieology’s USP’s through unique modes of storytelling
Function: The Instagram account will serve as a way to visually represent Pieology and its offerings. The account will be a platform to share other consumer’s pies as well as to create a cohesive, inspirational image for Pieology.
Posts: Many of the images will be re-posts of customer’s Pieology experiences that they have shared on their own Instagram accounts. These will include custom pies that consumers have made as precious family moments shared at Pieology. On some days, there will be an incentive to tag friends in a photo in the hopes to gain traffic from those who aren’t necessarily following the account. There will also be inspirational quotes and images shared to really emphasize the the InsPIErational message.
Sample Hashtags: #InsPIEre #MasterPizza #FamilyMoments #InsPIEreYourself
Frequency: The account will be updated 4-5 times a week.
Function: The corporate Twitter will serve as a quick way to share exciting information about the restaurants, with information such as new openings or toppings, for users to peruse.
Posts: Many of the posts will include pictures and will involve a level of call-to-action. The Twitter account will also share links that will lead users back to the Pieology webpage as an incentive for them to read through the site and get to know the company. There will be fun contests on certain days such as “Tweet us the most inspirational saying you know in 140 characters or less, and you could win a free custom pizza.” Such contests will allow for users to directly engage with the brand while also creating heavier social media traffic.
Sample Hashtags: #InsPIEreUs #MasterPizza
Frequency: The account will be updated 3-5 times a week.
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Function: Will serve as a way to share specialized stories and events that Pieology wants to highlight on its website.
Posts: The posts will range from customer and employee profiles, CSR endeavors that Pieology is partaking in, as well as tips on how to make the perfect pizza. This blog will show the ins and outs of Pieology and will give readers interesting content to read while informing them of the USP’s of Pieology.
Frequency: The blog will be updated once a week.
Corporate Blog
YouTube Function: This YouTube channel will serve as the platform on which we will run our :15 and :30 advertisements. This video will be shared across all of Pieology’s social media platforms in order to get the insPIErational message out and will encourage viewers to share the interesting content with their friends.
Posts: While initially the first post will be of the commercial, following posts can be made to really create a personalized experience for the audience. Fpr one week, a video could follow a Pieology pizza’s journey from start to finish and another a special employee’s story could be told through video. This channel will really allow the opportunity for Pieology to create content that will make the viewers see the brand as more than just a restaurant.
Frequency: Every 2-weeks a new video can be posted and also allocated across all other forms of social media.
Function: Provide comprehensive and easy-to-access information about Pieology and its values.
Posts: Many of the posts on the Facebook page will lead users back to the Pieology site. The posts will share news from the site as well as general information for users to read. The Facebook will also engage users will thoughtful questions such as “When have you been most inspired by someone in your community?” or “What inspires you to maintain a healthy lifestyle?” This page will serve as both informational and inspirational so that users can get a full view of what the company is about.
There will be no hashtags on this Facebook account either to keep a genuine, personalized feel.
Frequency: This page will be updated 6-7 days per week.
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Public Relations Plan
We plan to reach out to media influencers within the community with a press release regarding the grand openings of the stores so that this positive media can be used to Pieology’s advantage. The press release will be sent via digital copy as well as delivered to the editor or bloggers address in a Pieology pizza box to make the release memorable.
We understand that when it comes to the local media, it is all about garnishing positive relationships. This will be done first by placing ads in local media spots as mentioned in the media plan but secondly we plan to build strong relationships with editors of local newspapers and blogs in order to ensure that Pieology receives all of the credible recognition that it deserves.
Rationale
Orange CountyGet a news story published about the grand opening of Pieology in the OC RegisterGet positive reviews from local food bloggers such as OC Mom Dining, Melodi Steinberg and CallMeMochelle
Objectives
Silicon ValleyGet a news story published about the grand opening of Pieology in The Mercury NewsGet positive reviews from local food blogs such as San Jose Food Blog and YumBytes
Strategy
Press Release
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Our campaign will be evaluated based off of how effectively we reached the objectives created for us in the original RFP.
In order to effectively measure the 80% minimum target audience brand and grand opening successes we will measure social media reaches, paid advertisement impressions and ultimately foot traffic on opening day. If the local social media accounts show substantial amounts of followers and continued growth we will know that we are targeting our markets effectively. Additionally, we will measure how many views our online banner by effectively measuring the click-through-rates and impressions the ad received. We will also measure impressions of our billboards and magazine ad impressions (including pass-along readership.) These impressions will be measured immediately following the grand opening as well as at the end of the campaign in order to correctly determine how effective media was in actually reaching our 80% target audience goal.
We plan to exceed Pieology’s target sales goals achievements through a myriad of methods that will create foot traffic for the opening day. First, our plan contains many different social media channels that will directly encourage key publics to attend the grand opening. The opening itself will be a festival celebrating the local community which is sure to create buzz and excitement for that opening day. Also, heavy ads placed across local mediums will intrigue potential customers to come out and try the pizza place with the message that has inspired them.
Through this plan, Pieology will receive an increase in positive reviews online through two different methods--experienced bloggers and the local public. Since we will be targeting local bloggers and food critics as part of our PR plan, there will be an increased online buzz about the restaurant that come from credible sources. Additionally, customers who attend the grand opening will be given cards that encourage them to leave review on Yelp in order to receive a free fountain drink upon their next visit. Since this card will be paired with the positive experience of attending the opening festival the reviews are practically guaranteed to be positive. These Yelp reviews will be measured the week after the grand opening and will be judged based off of increase in numbers as well as positive praises for the store.
EvaluationThrough our local social media plan, we will both encourage users to be brand advocates while also directly engaging on the platforms that will inspire them. Each of our localized social media platforms are designed to engage the user and to help them understand that their new Pieology plans to integrate itself as part of the community. These platforms will be measured on both fan following as well as levels of engagement. Our hopes are to create accounts with thousands of engaged followers through each medium.
This campaign as a whole serves to help communities understand what exactly a local Pieology means for them. From our creative executions to our PR plan we plan to take every opportunity to show what Pieology has to offer and how it is more than a restaurant. Our plan really envelops the idea that Pieology doesn’t just want to feed empty stomachs but feed the need for passion and creativity. Those who witness this campaign will be able to clearly understand the type of company that Pieology is, and why it is well deserving of their business. We plan to send out a survey to our target audiences after the campaign in order to see if they have absorbed the key messages that we have given them about Pieology.
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BudgetWe believe that with our current budget breakdown we will maximize ROI and use every cent to ensure that target markets get insPIEred by Pieology’s message:
The largest media cost will go toward online advertising, since our research indicated that all of our target markets were heavy internet users we found it best to allocate 30 percent of the overall budget to make sure that audiences are hit with numerous ads throughout their day. We will place these ads on some major internet sources and we want to make sure that this primary medium conveys our message and does so consistently and effectively. Spending a large amount on internet will prove to be effective in the long run because it is the medium that will make the most impact with our audiences.
The next part of the budget will go towards placing OOH billboards in places that will create the maximum amount of impressions. This is our second largest expenditure at 25 percent of the budget as we want to really place these ads where targets will see them the most and we hope to keep these running for a few months. Since these billboards convey important messages we want to make sure that the budget allows for them to be seen in optimal locations.
Our print budget remained relatively small at eight percent as we plan to only advertise in Orange Coast Magazine and Content Magazine. These will be expensive full-page and double-page ads however, we found that we can still make an impact with print even while keeping the budget smaller.
The grand opening events will take up 10 percent of our budget just so we can ensure that we can get local bands, artists and photographers to join in the fiesta. This will also cover the costs of any additional decor or papers required for the grand openings.
All of these media placements would mean nothing without the creatives that will ultimately hit our message home. This part of our budget will be at fifteen percent and will cover the costs of producing our two commercials, creating the print and banner ads, creating the social media ads as well as creating the billboards ads.
Finally, we charge our standard 12 percent agency fee, because we at Jackman + Reynolds need to afford our Pieology outings!
We have allocated this budget specifically with Pieology in mind and we are confident that these numbers will lead to substantial ROI’s based off our extensive research.
Agency Fees, $14,400
Online, $36,000
OOH Billboards, $30,000
Print, $9,600
Production Costs, $18,000
Grand Openings, $12,000
Agency Fees 12%
Online 30%
OOH Billboards 25%
Print 8%
Production Costs 15%
Grand Openings 10%
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ConclusionSo, what is your Masterpizza?
Currently, Pieology is facing the same problem that its competitors are having: there is minimal differentiation between the different fast-casual pizza brands. Through our research, we have found a lack customer loyalty between the brands because consumers do not have a connection to one specifically. They go to the brand they already do because of factors such as location proximity. “Create the InsPIEration” not only capitalizes on a brand quirk, but also defines Pieology as a brand that inspires individualism.
Overall, we will use the $120,000 budget to generate higher fan and consumer social engagement and revenue as well as give Pieology the differentiation factor it needs to thrive in the competitive industry it is in. Through clever promoted video posts and interactive local community executions, this campaign will establish Pieology’s position within the industry. Yes, the industry is becoming more saturated with new brands joining the market, but it is only a matter of time before there are only a handful of fast-casual pizza brands. Pieology has the potential to remain as one of the leaders in the industry.
All it takes is a little insPIEration.
54 55Create the insPIEration
Ryan RodriguezAccount Service Planning
Jessica NawrockiMedia Planning and Buying
Taylor EspinozaCreative and Design
Noah RashbaResearch and Strategy
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Appendix1. Jennings, Lisa. “A Tour of Fast-casual Pizza in LA.” Blaze Pizza, MOD Pizza and Pieology Leading in Fast-casual Pizza Race. Reporter’s Notebook,
16 Sept. 2015. Web. 02 May 2016.
2. Morgan, Blake. “NOwnership, No Problem: Why Millennials Value Experiences Over Owning Things.” Forbes. Forbes Magazine, 1 June 2015. Web. 02 May 2016.
3. National Restaurant Association. Restaurant Industry Forecast. Washington: Natl Restaurant Assn, 2015. Web.
4. Lutz, Ashley. “5 Ways Millennials’ Dining Habits Are Different from Their Parents’” Business Insider. Business Insider, Inc, 25 Mar. 2015. Web. 02 May 2016.
5. Visual Graphic Systems. “The Female Demographic Proves to Be Lucrative for the QSR and Fast Casual Markets.” Vgsonline. N.p., n.d. Web.
6. Great Speculations. “How The Fast Casual Segment Is Gaining Market Share In The Restaurant Industry.” Forbes. Forbes Magazine, 23 June 2014. Web. 02 May 2016.
7. Yahn, Denise Lee. “2 Target Markets for Restaurants.” QSR Magazine. N.p., Nov. 2011. Web. 02 May 2016.
8. Taher. “What Are The Eating Habits of Gen Z? - Taher, Inc. Food Service.” Taher Inc Food Service. N.p., 27 July 2015. Web. 02 May 2016.
9. “How Much Does Billboard Advertising Cost?” How Much Does Billboard Advertising Cost? Entertainment & Humor, Business, 23 Sept. 2013. Web. 02 May 2016.
10. “Blaze Plans to Grow to Fifth Largest Pizza Chain.” QSR Magazine. N.p., 22 Mar. 2016. Web. 02 May 2016.
11. Tristano, Darren. “The Continued Rise Of Fast-Casual Pizza.” Forbes. Forbes Magazine, 6 Apr. 2016. Web. 02 May 2016.
12. Chang, Carl. “Carl Chang Q&A.” Personal interview. 14 Mar. 2016.
13. Yelp (37)
14. “Reed Rodriguez Ethnographic Interview.” Personal interview. 10 Apr. 2016.
16. Jackman& Reynolds. “Pieology Research Survey.” SurveyMonkey. N.p., 5 Apr. 2016. Web. 02 May 2016.1. I identify as a....2. What is your age?3. What is your ethnicity? (Please select all that apply.)4. What is the primary influential factor in picking your pizza place? Rank in order from most influential (1) to least (5)5. Which of these pizza places FIRST comes to mind when you decide to go out to dine?6. When you go to a casual dining restaurant (ie. Chipotle), do you usually...?7. How often do you visit a fast-casual pizza restaurant (ie. Pieology, Blaze etc)?8. Do you follow Pieology on any social media platforms? If so, which ones? (Check all that apply)9. If there were 2 pizza places that had the same price, same distance away from you, and same basic food offerings, what would be the MOST influential factor in picking one over the other? 10. Finally, if you have been to Pieology, what adjectives would you use to describe the brand? If you have not been, then put N/A