Pizza Hut Plans Book

TABLE OF CONTENTS1. Intro & Summary Introduction & Summary

3. Research & Analysis Pizza Hut Currently

Taking a Closer Look

The Target Market

Meet the “Modern Comfort Cravers”

What We Found Out

Competitive Analysis

SWOT Analysis of Pizza Hut

Gathering Information

13. Creative Pitch Creative Strategy

16. Tactics Tactics and Implementations

Main Advertising Tactics

Usability Updating and Exposure

Research Team Budget and Analysis

24. Closing Reflections

SearchTacticsCreative PitchResearch & AnalysisIntro & Summary Closing Reflections

DEAR PIZZA HUT, In the ever-changing landscape of pizza ordering, a challenge exists for restaurants to reach a wide range of customers in an industry flooded with competition. Whether those customers are “Modern Comfort Cravers” (our definition of Pizza Hut’s target market) or not, one question lies at the heart of every advertising campaign: how do we get our company to flourish through utilizing new online mediums along with the tools already at hand?

We are Team 230, an advertising company comprised of ambitious, well-informed and passionate individuals who have developed a plan to make your company do exactly that - flourish.

Think back to your childhood. Mom and dad are exhausted from working all day. Your baseball practice ran late that night. Think of the excitement you had when mom dialed the phone and said, “Hello Pizza Hut? I’d like to place an order for delivery!” In 2009, Pizza Hut unveiled an idea that would forever change ordering pizza with Pizza Hut’s iPhone application. Now, in 2015, almost every major competitor has developed their own application. It is evident that pizza chains across the board are rising to the occasion and the changing technologies. That being said, marketing of these new applications has proved to be as paramount as the usability of the applications themselves.

In this plans book, we as Team 230 have devised a variety of ways to spread the Pizza Hut influence to new users whilst satiating the customers that have helped build Pizza Hut into the pizza powerhouse that it is today. Our goal is simple - we want to make Pizza Hut an even bigger cultural staple than it already is. How do we do this? Through the implementation of breakthrough advertising tactics that will take this company to the next level. In the end, we want the world to “Make Memories. Not Dinner.” With the help of Team 230, that goal can and will be fulfilled.

Best,Team 230

1. 2.


We discovered that using the website and mobile app as a launching pad for ideas worked incredibly well. If there is one thing that people dislike when ordering from a company, it is change; with that in mind, we established that building off of mediums that users are already familiar with produces much more beneficial results. Our strategy “Instant Pizzafication” along with our tagline “Make Memories, Not Dinner.” will be featured in a series of print, audio and commercial ads that will be viewed by the majority of our target base. However, a revitalization of social media platforms will also play a role in our marketing plan for Pizza Hut.

Social media presence is of the utmost importance to us. Without that, word of mouth would take precedent over many advertising strategies. But with social media in our corner, we can reach millions of potential new customers and provide encouragement for people to become return users of Pizza Hut technologies.

With that, we invite you to explore our interface and the plethora of creative strategies and tactics that it holds that we are certain will lead Pizza Hut to the success it craves.

gratification, and the way pizza makes you feel emotionally. “Instant Pizzafication” can enhance any life moment and slow a hectic schedule, all through the ease of Pizza Hut’s ordering technologies.

Working with popular YouTube performers only adds to the genius at work in the company. All of our members fondly recall that Pizza Hut was the first food company to expose us to stuffed crust. In terms of quality and diversity of ideas going into the oven, Pizza Hut is second to none.

With that realization came a caveat, however. With all of these great ideas behind our favorite pies, how do we let interested parties know of the ingenuity that goes into every order? In the 1990’s, all orders were placed over the phone. Then came the Internet, which has become a major marketing tool over the past decade. The next revolution was smartphones, those little machines that constantly demand our attention and influence our day to day lives. From there, we knew that researching why people use certain apps or websites could give us crucial insight into how the human brain connects itself with ordering a product from places like Pizza Hut. And discover we did.

Introduction & Summary Through an intense research process into Pizza Hut’s history, we found that immersing ourselves in a world of social media was the best way to keep our goal at the forefront. How do we get customers to actually use the new online mediums that Pizza Hut has designed to make their ordering experience easier? With this question came a revelation: for us to truly understand the market being targeted here, we must become that market. We must insert ourselves into their shoes and take on their perspective to find out exactly what makes them eager to purchase Pizza Hut products. After a thorough period of research, we shifted our focus to the companies that Pizza Hut is currently in competition with. Whether it is Domino’s addition of the artificial intelligence “Dom” to make ordering more streamlined or Papa John’s popular rewards program, we needed to pinpoint why people should (and will) order Pizza Hut over any other company; and more specifically, why they won’t. We discovered that people crave much more than just pizza. They crave the comfort that enjoying a slice of pizza brings while immersing themselves in the exuberant atmosphere stemming from Pizza Hut’s products. This process would eventually lead to the creative strategy of “Instant Pizzafication.” This whimsical notion plays off of the idea of instant


“CONSUMERS CAN INTERACT WITH PIZZA HUT’S PRODUCTS

ON THEIR OWN TIME”

“IN TERMS OF QUALITY AND DIVERSITY OF IDEAS,

PIZZA HUT IS SECOND TO NONE”

3. 4.

Pizza Hut Currently From 2008 to 2010, Pizza Hut was at the top of the food chain in the online pizza world, especially with their mobile app. Today, Pizza Hut’s online orders have taken a hit due to competition in the industry. Pizza Hut’s online orders via the mobile app currently stand at 43%, while the ultimate goal is to increase online orders to 75% by the end of this year. In addition to increasing online and mobile orders, the popular pizza franchise wants to ensure that they are providing customers with a fantastic digital experience. This includes becoming the number one choice for consumers for online orders and orders placed through the mobile app. In the upcoming sections, we will delve into Pizza Hut’s history, and take a peek at what the future looks like.

Taking a Closer LookOur research came with a few obstacles. First, we needed to truly identify our target audience, which includes people ages 18-35 years old. Second, we wanted to identify exactly how our target audience feels about Pizza Hut as well as its competitors. Third, we needed to unveil the emotional attachment between consumers and Pizza Hut products. We can utilize that connection in developing a lasting digital experience. Lastly, we wanted to distinguish which parts of the target audience actually utilize online ordering and mobile app, and if those that did had prior knowledge of the Pizza Hut app. knowledge of the Pizza Hut app.

The Target Market We refer to our target audience for Pizza Hut’s mobile app as the “Modern Comfort Craver”. These are younger consumers who value high quality comfort food and excellent customer service. More importantly, they expect a convenient and fast ordering experience that fits in with their hectic lifestyles as students, workers and young parents. With the help of Pizza Hut’s mobile app, these “Modern Comfort Cravers” can have their customized order prepared and delivered completely on their terms in a quick and efficient manner. Analyzing the Target MarketTo learn more about our target market we conducted a large initial survey. We also hosted several focus groups along with individual interviews to better understand the perception of the Pizza Hut brand and potential weaknesses in the current marketing strategy. These findings, paired with secondary research sources, helped us to develop a clearer view of our target audience and how to effectively market Pizza Hut’s ordering technologies to them.

YOUNG CONSUMERS

VALUE HIGH QUALITY

VALUE COMFORT

FOODVALUE CUSTOMERSERVICE

MODERNCOMFORTCRAVERS

OUR TARGET MARKET

SearchTacticsCreative PitchResearch & AnalysisIntro & Summary Closing Reflections SearchTacticsCreative PitchResearch & AnalysisIntro & Summary Closing Reflections

WE AREHERE43%

BUT NEEDTO BEHERE75%

5. 6.

Research BreakthroughsEarly on in our research, we sensed that there was a huge problem with awareness of the Pizza Hut app, or lack thereof. In fact, many of us on Team 230 were initially unaware that Pizza Hut had a mobile app. Our initial survey, which generated more than 1,000 responses from consumers ages 13-35, confirmed that 60 percent of those surveyed did not know that Pizza Hut had a mobile app. Of those surveyed, 80 percent said that they had ordered food online and another 40 percent said they used a mobile app to order food in the past. So why, then, was Pizza Hut’s app not on their radar? This gave us an immediate direction for our marketing campaign - we had to make these consumers aware of the Pizza Hut app and all it has to offer. Our research and interviews also highlighted important factors that influence which pizza company these consumers decide to order from, most notably: quality taste, low prices, ease of ordering, reliability, habits or brand loyalty, and quick delivery.

UNAWARE THE PIZZA HUT MOBILE APP EXISTS

PLACED ANONLINE FOOD ORDER BEFORE

USED AN APP TO ORDER FOOD ONLINE

Meet the “Modern Comfort Cravers” “Modern Comfort Cravers” are young consumers that lead an extremely fast-paced lifestyle, which often makes them gravitate towards products that fit in with this attitude, like fast food.

Modern Comfort Cravers Demographics“Modern Comfort Cravers” are consumers aged 18-35 who have grown up with technology and are comfortable using it. There are 74.3 million Americans in this age range and they total 23.5 percent of the total United States population. This includes all races and cultures as well as ranges of income.

23.5%

AMERICANS AGES 18 - 35


“LESS TIME SPENT ORDERING PIZZA

EQUALS LESS TIME TAKEN OUT OF THEIR LIVES”

7. 8.

= 1 Million People 1 Million “Modern Comfort Cravers” (18 - 35 years old)

2014 AMERICAN POPULATION=

Sub TargetsAll “Modern Comfort Cravers” value the excitement and satisfaction associated with pizza as a comfort food. To effectively market the Pizza Hut app, we needed to break down “Modern Comfort Cravers” into several subcategories. This addresses all of the various ages, races, and sexes that the “Modern Comfort Cravers” label covers.

10% OF U.S. POPULATION

STUDENTS ANDYOUNG WORKERS

YOUNGFAMILIES

13.6% OF U.S. POPULATION

YOUNGPROFESSIONALS


1) Students/Yound WorkersThese are the Comfort Cravers ages 18-24. Many are full or part time students and often are the most frequent users of technology. This target group is generally working with a lower budget, which puts lower prices and a quick ordering process at the top of their priority list. They make up 10% of the US population and total 31.5 million individuals across the country.

2) Young FamiliesComfort Cravers ages 20-30, especially those with young children, value menu diversity and need flavors that the kids will love. This audience puts increased importance on family responsibility and value healthier options. They typically have a higher income and are willing to spend more for a quality product. Family life generally equals higher stress levels and as well as busy schedules and, ultimately, an increased need for convenience. Value is placed on quick delivery as well.

3) Young ProfessionalsThis target audience ranges in age from 24-35 years old. They are career-focused and typically have a higher income, but those high-stress careers equate to an increased need for convenience. Many in this group are unmarried and living alone, and value quality, taste and ease of ordering above low cost. This group makes up 13.6% of U.S. population and 42.8 million individuals in total.

9.

What We Found OutOver the course of our research, we discovered that Pizza Hut has not been cornering the market like we know it can. The lack of knowledge about Pizza Hut compared to knowledge of Domino’s is alarming, but can be fixed. Luckily, these in-person studies have shown us just how much Pizza Hut’s quality outshines their competitors, resulting in repeat customers. “The reason I order from a specific place is because of the consistency… if I’m confident my order won’t get screwed up, I’m going to keep ordering from there, unless they screw up; then I will try a new place,” one individual in a user study told us. The consistent quality that Pizza Hut delivers is another thing we took into serious consideration once the creative sparks began to fly.

Another roadblock that we uncovered is the complete unawareness that a mobile ordering app for Pizza Hut exists. The majority of the people who participated in our studies regularly use smartphones with easy access to the App Store, where the app can be downloaded free of charge. Less than half of those actually order pizza via mobile app, but when they did, it was usually Domino’s. Brand preference plays a huge role in this situation. Luckily, participants made it clear to us that it doesn’t take much to convince them to keep going back to a food delivery service.

During our in-person studies, we discovered that people value pizza as much as other things in their lives like video games and movies, and that discovery lead us right to our creative proposal - pizza is something that our Comfort Cravers have grown up with and have fond memories with. That being said, it is essential that that emotional relationship with pizza will is front and center in our tactics. It appears that building that bridge between that memories and pizza for customers proved vital to creating repeat customers.

Competitive Analysis

As previously mentioned, Pizza Hut has both direct and indirect competitors within the industry. Dominos, Papa Johns, and Little Caesars all pose a threat within the pizza business because they are popular brands. The more indirect competitors that

Pizza Hut faces are the well-established burger based restaurants such as Burger King, McDonalds, and Wendy’s. These fast food chains have been in the market for years now, making them stable competitors. A third competitor that is outside of the fast food industry completely is the growing trend of eating healthier in general, and it is surpassing all kinds of restaurants. Let’s take a closer look at each of these brands and identify what about them makes them such strong competitors.

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46%46%

16%17%

53%98% % OF WHAT

SOCIAL MEDIAAPPS ARE USED

“THERE MUST BE AS SMALL OF A BARRIER BETWEEN THE CONSUMER

AND THE PRODUCT

AS POSSIBLE”

Gathering InformationPrimary Research Our Primary Research consisted of 1,101 surveys (online and paper copies), 7 user studies and 9 interviews.

Secondary Research- http://www.alexa.com- http://www.census.gov- http://clearchanneloutdoor.com/how-to-buy/rates/#bulletins- “Are Contextual advertisements effective?” International Journal of Advertising. 2014, Vol. 33 Issue 2- “Legal and Ethical Challenges of Online Behavioural Targeting in Advertising” Journal of Current Issues & Research in Advertising. 2014, Vol. 35 Issue 2- “When New Commercial do not Meet Expectations” Journal of Advertising. 2014, Vol 43, issue 4- Nielsen’s March 2014 Cross Platform Report- “The Best Digital Marketing Campaigns in the World”- Damian Ryan, Calvin Jones- “Marketing to Millennials”- Jeff Fromm, Christie Garton- “Webs Of Influence”- Nathalie Nahai

Budgeting SourcesPackage redesign- http://pack-usa.net/page_5.htmPosters and Flyers - Senior Administrator for Staples Inc.SI-http://www.simediakit.com/files/SportsIllustratedMag/2015%20SI%20Rate%20Card.pdfGI http://www.gameinformer.com/p/printadspecs.aspxCosmo-http://www.cosmomediakit .com/r5/showkiosk.asp?listing_id=4785162&category_code=rate&category_id=27809

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SWOT Analysis of Pizza HutStrengths - A major pizza conglomerate with a massive presence that stretches across the entire country reaching all print and online media platforms available.- A brand that is recognized by every demographic.- Diverse menu options resulting in a flavorful nirvana. - Exceeding 6,000 locations, Pizza Hut is one of the largest food chains in North America.- A convenient and easy to use mobile application and website.- Healthier pizza alternatives like skinny pizzas.

Weaknesses- Lower website traffic rank than major competitors. - Pizza Hut’s app notoriety through physical and online media remains transparent.- Lack of concrete rewards program for consumers.

Opportunities - Perks and rewards are given to consumers who purchase through the app.- Commercials geared specifically to increase app notoriety.- The opportunity of a Rewards Program, allowing consumers to be reward-ed for their transactions.- The ability to make Pizza Hut continue as the cultural staple it is known for being. Threats - The ease and reputation of ordering through opposing pizza chains’ mobileapps.- The cheaper fast food options that are offered at various fast food chains.- The reputably healthier options offered to consumers via Subway & others.

“PIZZA HUT NEEDS TO ASSUME A ROLE

IN WHICH THE CONSUMER GETS EVERYTHING THEY NEED THROUGH A

MOBILE APP”

13. 14.

Creative FindingsFirst, you can’t beat the convenience. Ordering a pizza today and having it delivered to your home or place of work is as simple as it gets, and much easier than a drive through meal. Then there is variety. Pizza appeals to a variety of tastes, as consumers can now have pizza just about any way they like. Pizzerias cater to the idea of adding to that variety all the time. In fact, Pizza Hut is well known for its variety and constant experiments with ingredients. Second, it’s a social construct. It is often the center of gatherings. It is a part of our collective consciousness; it’s a tradition at certain events, and an almost intrinsic part of our childhood. Pizza as a meal is so ingrained into our society that it could even be considered a family tradition on certain nights of the week or national pastime with a pizza place on every corner.

From these collective thoughts, we came to the conclusion that the best thing that a pizza restaurant could offer is instant gratification. Instant gratification is ordering and knowing your pizza is on its way.

The target market, which is young parents and professionals as well as college students, needs this easy access to an affordable meal in order to meet the demanding nature of their modern lives. Pizza Hut’s ordering technologies must work alongside the target markets’ busy, can’t stop and

Creative Strategy As creativity and original ideas go, Pizza Hut pretty much has the market cornered, from out of the box creations like a Honey Siracha crust, to advertising genius like the “Old World” pizza campaign to promote the new menu. The creativity already flowing was something we needed to match and exceed. Our challenge was aligning and surpassing the energy already coming out of the “The Flavor of Now” and making sure it connected with our “Modern Comfort Cravers.”

With the research into Pizza Hut and our target now complete, the elusive “Big Idea” or Creative Strategy was our next challenge. The foundation of all creative strategy and tactics from here on out is creating a vibrant connection between Pizza Hut’s ordering technologies and a brand new way of thinking about pizza. Our overall objective was to boost smartphone application and online ordering to three quarters of total orders with the target audience being males and females 18-34 years old, or “Modern Comfort Cravers” as we have dubbed them. The major weakness within Pizza Hut’s current marketing strategy is the blatant disinterest in the pizza chain by Modern Comfort Cravers, as well as no mention of the app

or website in the current tactics. Research showed that audiences were generally unaware of the app’s existence, making it imperative that our team successfully showcase the new and improved Pizza Hut website and application in each implementation. This needs to be paired with a fresh, young take on pizza in order to connect successfully with our Modern Comfort Cravers. Creative QuestionsAfter dissecting the situation and realizing our creative think tank needed to be top notch, we got to work. Initially we developed a few ideas that targeted young people in cities who work in professional

areas of expertise and are living a fast and progressive lifestyle. We did so by starting with the seemingly simple question of “What makes ordering and eating a pizza so great?” This question offered many interesting avenues of thought that allowed us to hone in the connection between the instant joy of eating pizza and the ease of ordering with the application. In order to understand the current market, we

had to understand the reason consumers love pizza, and what shapes their reason for buying. Quite simply we asked ourselves the question, why do people eat pizza?

SearchTacticsCreative PitchResearch & AnalysisIntro & Summary Closing ReflectionsSearchTacticsCreative PitchResearch & AnalysisIntro & Summary Closing Reflections

won’t slow down lifestyle. We later discovered, however, that that idea of instant gratification is ultimately very one-sided. Analyzing demographics allowed us to see that while it is a good message and an effective strategy, many people who don’t live fast paced, urban, or technology driven lifestyles don’t want to associate food with this “instant” approach to life. There is somewhat of a divide in the lifestyle preferences between rural families and city dwellers.

After pondering this, we decided to add a twist to our idea of instant gratification. We concluded that the more time spent ordering pizza, the more distracting and time consuming it becomes. We want to disconnect Pizza Hut from this idea, and instead instill in consumers that ordering from the website or app is fast and

“RELATIONSHIPS CAN BE FOSTERED BY

SHARING A PIZZA”

16.15.


simple. This will allow you to get back to what matters, such as enjoying a great meal with people who matter the most. Both forms of ordering need to be represented as streamlined and efficient – because they are.

Creative Nirvana (Or “The Big Idea”)“Instant Pizzafication” is the idea of being completely satisfied by eating a pizza and being immersed in the moment. It’s a moment of complete relaxation and satisfaction as soon as you order all the way to your last slice. It’s how you savor the first bite and nod your head in agreement with your friend over how great it is.

Instant Pizzafication connects you with those around you, and makes you enjoy the moment. This shared feeling is the reason pizza is so popular. Pizza Hut’s mobile app facilitates Instant Pizzafication as it is easy to use, fast and doesn’t take time away from enjoying the moment. Instant Pizzafication begins the moment you use the app. It’s effortless, which opens up time to actually enjoy the pizza and the people you are sharing it with. Feel the shared atmosphere


Tactics and Implementations With “Instant Pizzafication” as our creative strategy along with our tagline “Make Memories, Not Dinner”, our strategy will be easily translatable to an audience of young millennials. We believe that by showing the application and website as un-intrusive and fast, Modern Comfort Cravers will be more apt to use it. This will be accomplished in two highly interconnected ways; by showcasing life moments in which pizza is used to enhance experiences along with subtly featuring app and website use to facilitate these experiences.

Social media however, is a constant in the lives of Modern Comfort Cravers. While we want their moment of “Instant Pizzafication” to be solely focused on the pizza and people around them, we want to make sure they return to social media platforms to share their experiences and strike up conversations about their connections with pizza. Social media platforms are a place for young people to express themselves in some of the most creative and out of the box ways. They submit videos, graphics, memes, thoughtful writing and opinions with the intent to share. After consumers have their moment of Instant Pizzafication, we want them to keep the moment going by sharing it on social media in their own creative ways. The following are a series of tactics that will best produce this unique feeling. These tactics will play off of the weaknesses and strengths found in our research regarding Pizza Hut.

of eating something delicious and simple while creating a memory within our social spheres. It is a meal that enhances and brings us together during the simplest moments of our lives, and sometimes the biggest. Instant Pizzafication is the original social media and this is the “big idea” about pizza that Pizza Hut must focus on to connect to their audience and target market in a new and fresh way. This emotional and feelings based strategy will subtly influence our tactics in terms of atmosphere, along with the tagline, “Make Memories, Not Dinner.” Creative ConclusionsPizza Hut is already fast and delicious, and the app and website already make ordering easy. However the consumer needs to know this, and be connected to this idea through strategies that involve a play on our social connection with pizza. To help Pizza Hut reach their goal we have created a series of tactics that will instill our big ideas of Instant Pizzafication and making memories.

“THE BEST THING THAT PIZZA HUT CAN OFFER IS

INSTANT GRATIFICATION”

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Main Advertising TacticsPrint MediaThe tagline “Make Memories. Not Dinner.” will be featured on a series of print advertisements consisting of posters, magazine advertisements, billboards, and bus stop advertisements, along with online advertising i.e. Facebook, Instagram, and Twitter. The magazine advertisements are specially catered to the kind of magazine they will be featured in. The photos in the advertisements were created to look like a special memory such as a date, a get together, or sports outing with friends to further drive home the point of making memories, not dinner.

Audio AdWe will create an audio advertisement featured on the radio, in order to attract customers when they are most likely going to be ordering, while on the move. The script for this audio ad would run as follows.

The scene of a memorable event, such as a graduation speech. The listener should be able to interpret this as a significant event within


seconds, and hears a whisper during the speech that asks, “So what is for dinner?” A narrator would respond with, “Dinner should be the least of your worries. Order now or for later using the Pizza Hut app on any mobile device. Pizza Hut: you make the memories, we’ll make dinner.” This establishes a link between memorable events and Pizza Hut in general, but more importantly it emphasizes the ease with which families can take care of dinner and enjoy important events without that lurking concern.

Implementation of Tactics TimelineThe implementation of the tactics that emphasize our ideas must be a enacted at the proceeding time table below/above. The website overhaul, app redesign, package rework and social media campaign will be enacted immediately and run through the end. The commercial and audio advertising will run during baseball season (July through October) targeting the baseball demographic on two fronts. Finally, the print ad media will be enacted in September and run through the end in order to target students and professionals using public transportation and highways during the 4th quarter and fall semester.

JULY DECEMBERNOVEMBEROCTOBERSEPTEMBERAUGUST

PRINT MEDIA

PACKAGE REDESIGN

SOCIAL MEDIA

APP REDESIGN

COMMERCIAL

AUDIO AD

WEBSITE REDESIGN

TIMELINE OF TATIC IMPLEMENTATION

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Social MediaPizza Hut already has an established presence on several popular and active social media sites however they are not being actively used. We propose a re-vitalization of Pizza Hut’s social media platforms via a series of platform specialized tactics. These Social Media platforms will all be used to spread the strategy of Instant Pizzafication, each catering to the specific audiences found on their platform with the goal of increasing audience/ Pizza Hut interaction.

InstagramTaking into account the trending hashtag #RelationshipGoals we wanted to direct the attention to pizza, and its place in relationships. Using Instagram, we have created #PizzashipGoals. “Pizzaship Goals” is all about that feeling that you get when you take your first bite of pizza, but this time, you’re not alone. You’re sharing that pizza with someone who is just as special to you as Pizza Hut pizza.

Pizza won’t make your Monday night spectacular; it’s who you share it with that will. Take out your phone, order on the Pizza Hut app and make Monday feel like Friday. Take a picture while you’re at it and tag us!

Buzzfeed Quiz We feel that a pizza-personality quiz on ever-popular Buzzfeed would generate conversation about Pizza Hut and, more specifically, the Pizza Hut app. Quizzes are popular across various social media sites, and especially amongst college students. Buzzfeed attracts over 175 million unique visitors, half of which are between the ages of 18 and 34, and hosts articles that are quick, simple, and often humorous. This makes Buzzfeed the perfect platform for marketing a fun personality quiz to market Pizza Hut as fresh and fun, and therefore appealing to college-age audiences. The app comes into play because the quiz can be done on a smart phone, which links the user directly to the Pizza Hut mobile app to receive a customized coupon upon completion of the quiz. The individualized coupons are an integral part of reaching out to a variety of tastes and preferences to ensure that every customer feels that they can find something appealing at Pizza Hut, and they can do so via the app.

Pizza Feels Pizza Feels will be a social media campaign based on Twitter, Tumblr, and Facebook. Customers will share an experience in which Pizza played a major role in making it both enjoyable and memorable through photos, videos and text. Pizza Feels stems from a popular internet phenomenon regarding feelings. We believe that

CommercialThe Pizza Hut commercial aims to play into the all-American love of ball games, youth, and dreams of success. The scene takes place at an indoor batting cage that a young boy and his father are using as a practice facility. This appears to be a simple, rather insignificant event, but when this young boy’s imagination and big dreams for the future are taken into consideration, the viewer quickly realizes that this practice is the most important moment in his life up to that point. Viewers will be able to listen in on the young boy’s thoughts, describing the practice as if he were a rookie in the World Series; it is game seven, bottom of the ninth, two outs, two strikes, and everything he has ever worked for is riding on this moment. On the sideline, his mother looks on, fiddling with her phone; over her

shoulder, the viewer can see that she is placing an order from Pizza Hut but she barely takes her eyes off her family at during the order. The scene fades downwards to show the Pizza Hut logo with, “You make the memories, we’ll make dinner,” followed by the family enjoying their Pizza Hut dinner, post-practice. The message is that nobody should ever need to miss a moment for the task of ordering dinner. Placing a pizza order should be an extension of everyday life, something that can be done while totally immersed in life’s more important moments. The commercial will also air in the midst of baseball season, which makes it both seasonally appropriate and very appealing to anyone, from young suburban mothers to college students, who are involved in or just enjoy the sport.

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the hashtag “pizzafeels”, will engage a young audience and create a warm relationship on these platforms. Content can also be housed on several different social media platforms.

Usability Updating and Exposure

Website and Application Redesign After reviewing the current weaknesses causing the lack of traffic on the website and application for ordering we recommend a website and application redesign for usability purposes. The current website for Pizza Hut does not allow for effective communication between Pizza Hut and its customers. When viewing the page, a customer must scroll to the bottom to see any social media links when, in fact, those links are of extreme importance and should be placed in the upper right hand corner of the site. This ensures that the links are in the viewer’s direct line of sight as soon as the web page opens and the viewer does not have to do any extra work. The app icon should be moved as well, and placed with the social media links so that there is an association between the app and social media, and the app icon is clearly visible. A full-page advertisement dedicated to social media on the front page of the website would also be ideal.

With the implementation of a rewards club, which will be introduced in the next section, there needs to be an easily accessible space for customers to log in on both the website and the app.

Rewards Club Pizza Hut already has an established benefits system for their customers in the form of “Hut Lovers”, in which customers can sign up for coupons. We however believe that a Rewards Club will function much better with the goal of increasing application usage.

Customers can choose to become a member of the rewards club where they can earn points by ordering online and through the app. When the member has earned a certain amount of points, they will receive exclusive deals and rewards. Rewards club cards will be given out so they can use the in store as well. QR codes will also be on print ads where the customer can open the app and scan the code to receive a coupon.

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REW

AR

DS

Augmented Reality Pizza BoxGiven the modern use of technology and the social media that young audiences are so captivated by, we propose the use of augmented reality in the Pizza Hut pizza box. This idea puts a photo of a smartphone on the box with a close up image of pizza. We recommend putting a QR code on the box allowing users direct access to the app store to streamline this process. The image of the pizza through the smartphone encourages customers to use social media such as Instagram and Twitter to share their meal while also featuring the hashtag of Pizza Hut’s choosing. The augmented reality images will be especially appealing to the modern comfort cravers and are an innovative way to encourage customers to download the app. The use of smart phones in conjunction with classic pizza boxes also bridges the gap between Pizza Hut and the current technology that consumes the target market.

“THIS INTIMATE OUTREACH WILL ALLOW

CUSTOMERS TO MEANINGFULLY

PARTICIPATE IN PIZZA HUT’S SOCIAL MEDIA”

24.23.

Research Team Budget and AnalysisDue to the variety of advertising tactics, there are several important aspects and costs we need to discuss based on type of media.

Text and Image Based Media: TOTAL $553,800Ad creation from graphic designer based on average graphic designer rates per hour: $75 to $150 an hour 1FACEBOOK: Post boost: $200-$1800TWITTER: .50 to $4.00 per sponsored tweet/ $200,000 per day per sponsored trending topic.TUMBLR: Based on CPE/cost per engagement. This is specific to each particular campaign and cannot be concluded through research.

Video and Image Based: TOTAL $553,800 (MINIMUM)INSTAGRAM: IG is very secretive about the cost of advertising, but figures of between US$350,000 and US$1m per month2 have been mentioned by executives. SNAPCHAT: $750,0003. Did not include in budget, due to high cost.YOUTUBE: 10 to 30 cents per view4. VINE: Vine accounts are free to make, however the cost would be in production. To have a famous Viner create a Vine it would range from $2,000 to $10,0005.

Commercial: TOTAL $1,036,582.80Commercial production costs according to the American Association of Advertising Agencies in 2011 was $354,000 which was a 9% increase in cost from the 2010 results. We accounted for a 10% rise per year since then in order to arrive at a cost of $518,291.4 in order to create a national level commercial advertisement. The commercial we are planning will most likely be longer than 30 seconds. As a safe estimate I would say a one minute commercial is the maximum and that double the cost would be the maximum that would cost. So if we were to create a 60 second long commercial production would cost 1,036,582.8.

Package Design Redo: TOTAL Up to $3,000Add “App” image to Package & Pizza Box Redesign: $500 to $3,0006 to pay for the designer.

Streaming Media: TOTAL N/APandora and Spotify: There is no set price of advertising on these apps unless you talk to them and design your budget together.

Misc: TOTAL $20,000BUZZFEED: Pizza Quiz with coupon code: Buzzfeed articles and quizzes can be posted for free after a user has created a profile on their site. TOP 5 APPS: Rumored to cost 20 to 30 thousand dollars to get into the Top Five on Itunes. Buzzfeed is free.

Website/App Redesign: TOTAL $4,000 (MINIMUM)APPLICATION ADS: Ads within an application are based off of CPC/CPM or cost for click and cost per thousand impression. We could not find any average CPC, since they vary so greatly. SOCIAL MEDIA ADS: Social Media ads vary as well. We need to know what social media platforms we want to advertise on and how we will advertise on them. WEBSITE: $4,000 to program and sign up for domain.

Print Media/Print Ads: TOTAL $1,273,189MAGAZINE ADS: Sports Illustrated: $429,000 for full page with color. Cosmo: $306,700 for full page with color. Game Informer: $215,489 full page/4 colors.POSTERS: We want to re-design the inside of every Pizza Hut with new, eye-catching posters, menus, and flyers. This will cost approximately $300,000 through Staples. BILLBOARD: Costs approximately $20,000 to $200,000 depending on the city. FLYERS: $2,000 for 8 1⁄2 by 11 inches. These rates are for large corporations going through Staples. (Staples source- Monique McDonald, Senior Administrator for Staples Inc.)

CONCLUDING REFLECTIONTeam 230 has heavily invested itself into researching Pizza Hut as a company along with a creative analysis of what will make young consumers excited about using social media to order from Pizza Hut. We have found that with the quickly evolving world of social media, our target audience can find it challenging to stay present and in the moment. Most of our interactions rely on social media, however finding time to enjoy ourselves can be difficult. How could we as a team give that back to Pizza Hut’s customers? By reminding them what pizza is all about.

Through the tagline “Make Memories, Not Dinner”, our advertising pitch centers around the idea of balancing a fast paced life with making connections, being in the moment, and a feeling of utter contentment when taking that first bite of pizza. All of this should be accessible through a mobile app.

Our media campaign will be based on the idea that Pizza Hut will satisfy your hunger and grow the relationships that can be fostered by sharing a piece of pizza. We want to create the sense that Pizza Hut satisfies on more than just the basic level. This pizza is a vital part of creating an environment where our personal relationships can grow because not only are we being fed; the customer is being well fed with a variety of high quality options.

We believe this creative strategy, seen throughout our various strong social media oriented strategies, will resonate soundly with an audience living a fast paced life.

SearchTacticsCreative PitchResearch & AnalysisIntro & Summary Closing ReflectionsSearchTacticsCreative PitchResearch & AnalysisIntro & Summary Closing Reflections

TOTAL MINIMUM ESTIMATED EXPENSE $2,890,571.80

Our Sources1 - http://tinyurl.com/kwbghk22 - http://tinyurl.com /nbtpfc33 - http://tinyurl.com/q2vh5h4 4 - http://tinyurl.com/le2bvx75 - http://www.complex.com /pop-culture/2014/12/vine-stars-money/6 - http://pack- usa.net/page_5.htm

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