Better Marketing. Better Sales. Papa John’s.

Digital Marketing Strategy for Papa John’sRyan Reardon

New Media Drivers License2014

Company History

“Better Ingredients. Better Pizza. Papa John’s.”

Founded in 1984 by “Papa” John Schnatter

4,200 Restaurants Worldwide

Target Audience

College Campuses Freshman to Doctoral Students

Key Performance Indicators

Sales Numbers

Shares, Likes, Follows, Posts

Consumer Feedback

Campaign Goals

# 1 Pizza Place for College Students

Create loyal, long lasting CustomersWith use of Social Media

The Big Idea

Create Buzz

Offer Deals/Contests

Student Involvement

Tools and TacticsFacebook Twitter

Google AdWords & SEO

“Keywords”

Twitter Picture Competition

College Campus Representative Page

Showcase Team/Papa Johns Pizza Spirit

Free Pizza, Pop & Breadsticks

Budget

$100,000

8 Month Campaign

Twitter Ads - $60,000

Facebook Ads - $20,000

Google AdWords - $20,000

Facebook & Twitter Page - FREE

Summary

College Towns & Students

Utilizing Google AdWords, Facebook & Twitter

Twitter Picture Contest

Budget - $100,000