TABLE OF CONTENTS They say time is money.

But the truth is, that doesn’t even come close to capturing time’s true value.

Many things aren’t equal in life, but we all get the same 24 hours in a day. Until now. Because if time is money, with Pizza Hut, you cash out big.

Time is the world’s most precious resource. It can buy a conversation with old friends, a new skill learned, or one more story read to your child before bed. But the thing about time is: once’s it’s spent, it can never be taken back.

In today’s fast-paced, sorry-no-time-to-chat world, the universal need for time makes convenience even more vital. Consumers don’t have time to waste. The proverbial promise of “30 minutes or less” has long made pizza the go-to choice for quick comfort food, and Pizza Hut the #1 brand.

With the shift towards online and mobile ordering, busy, time-starved consumers have grown to expect the companies they love to be as digital and time-savvy as they are. This is where the opportunity lies for Pizza Hut. By creating a digital ordering experience that reflects the consumers’ need for speed, convenience, and efficiency, Pizza Hut can refund them the time they would have spent figuring out dinner.

2.

8.

10.

25.

25.

15.

ResearchSWOTCompetitive LandscapeIndustry AnalysisResearch ObjectivesTarget and Insights

Media ConsumptionMedia Platforms

App NavigationNew Features

Time Frame and Logistics

Print AdsTVYouTube Pre-RollBuzzfeedDigital BannersRadioUber PartnershipTwitterBus Shelter

Media Strategy

The New App

Media Plan

Evaluation & Sources

Our Campaign- 24:30

Pizza HutAt the moment

Perceptionis reality

outdated

cheapGeneric

1990s

processedSTALE

mediocre“

”tiredaverage

• Historically perceived as a dine-in pizza option• Lack of online and app ordering awareness• Perception as an outdated, less innovative option• Recent campaigns lack compelling target insights

• #1 largest pizza chain in the U.S. • 56 years of experience • Credible and recognizable family brand• Breadth of menu

• Capitalize on smartphone users• Take advantage of technological advances• Develop stronger digital presence to increase transparency• Treat time as a precious comodity

• Third party delivery apps (Foodler, Grubhub, Eat24, etc.)• Pizza Trackers and more successful loyalty programs (Dominos, Papa Johns)• Fast-casual and made-to-order concepts cause a decrease in available market share

STRENGTHS

SwOT

OPPORTUNITIES

THREATS

WEAKNESSes

People describing Pizza HutIN one word

• Back-end innovation has led to faster cooking times

• Mobile and online orders focus on order and delivery speed

• Time-starved customers get delivery and take-out more often

Speed is paramount

• Mobile and online ordering options are expected

• Technology enhances customization, speed, and convenience

• Partnerships with innovative companies create halo effect

brands are innovating

60%of all consumers

order food through an app once a month

77%of all consumers

use mobile or online ordering

60%of all restaurant

meals are takeout or

delivery

The Point of sale has moved

Little Ceasars’ mission to get the best quality take-out pizza at the best price, is attractive to young Millennials on a budget. Although their tagline, “Hot n’ Ready,” gives them the perception of convenience, Little Caesars’ lack of online ordering option may alienate digital focused Millennials.

Little Caesars

With 40% of their sales conducted online, Domino’s is the digital leader in the pizza category. Their Pizza Tracker, voice ordering system “Dom,” Ford Sync partnership, and social media engagement gives them an advantage amongst digitally-minded Millennials.

DOMINo’s

Papa John’s promise of “Better ingredients, better pizza,” resonates with Millennial parents who are increasingly focused on the quality of food they provide for their children. Their #1 Customer Satisfaction rating shows an understanding of the principle that Millennials need to feel catered to.

PAPA John’s

The pizza industry in a word:

evolvingsome competitors areDelivering on this

others are primed to because they appeal to Millenials

Position Pizza Hut as top choice for customers who order pizza digitally1.Provide the greatest digital ordering experience in the category2.Hit the target of 75 percent of all orders done online/mobile by the end of 20153.

We asked our target what they would do with an extra 30 minutes. Their answers reflect a shared need for extra time to do just about anything.

Surveys Completed881

marketsvisited10 interviews

conducted60

Pizza Hutsvisited15

App Focus groups held2managers

interviewed5

Post-it Hut1

Your Case Our study

Having a full schedule is unavoidable for the Time-Starved. After coming of age during the recession, the Time-Starved are no strangers to hard work. Whether it’s taking care of the kids, staying late at work, or cramming weeks of studying into one night, the Time-Starved don’t have a minute to waste.

They have Full Plates

Their full plates leave the Time-Starved very little time to unwind. 43% of all millennials say they don’t have enough leisure time in their lives, so they place incredible value on the time that they do have and find it wherever they can—whether it be a 15 minute walk to get lunch or a quiet moment before bed.

Time is Currency to them

With no time to waste, the Time-Starved make their purchasing decisions based on what is the easiest and most convenient. The less time they have to spend fumbling through an app, the better. Efficient service makes the time-starved more likely to reuse that service the next time.

They areConvenience Driven

The target audience for this campaign can be broken down into three subgroups who all have the same thing in common: a lack of time. Each member of our target spends a majority of his or her day making things happen. Whether it is in the classroom, the workplace or the household, this person is connected, focused, and productive.

They are THE

time-starved

THE STUDENT(AGE: 18-22)

THE YOUNG PROFESSIONAL(AGE: 23-28)

THE PARENT(AGE: 29-35)

Time-starved

behavior Rory is an aspiring sportscaster in Chicago working for his local sports network. Rory has a highly followed Spotify account, which he listens to throughout his 65-plus hour work week. He runs around the city six days a week and notices bus shelter ads and billboards. Rory enjoys cooking each night, but after seeing how much time his roommate saved by ordering through his Foodler app, Rory downloaded it. Rory is now a preferred customer.

Amy is 34 and a mother of two young kids. Amy works from

home as a graphic designer. When she’s not busy with work,

she is taking her kids to their activities. Amy is on social media

to catch up with old friends that she doesn’t get the chance to

see anymore. Amy considers her “me time” doing chores, reading

a magazine, or watching The Bachelor. Amy manages to put

dinner on the table 6 nights a week. Amy orders pizza for the

babysitter when her and her husband enjoy date night.

Sarah is a junior in college and actively involved in the school’s Mock Trial team. She aspires to be one of Indiana’s top attorneys. Sarah takes a bus to her internship and listens to Pandora radio. Sarah uses her phone for everything from staying organized to ordering food, especially when she has a lot on her plate. Her favorites apps are Google Calendar, GrubHub, and BuzzFeed.

“Sometimes I don’t feel like cooking… or changing out of my sweats.” - Sarah

“When I am too busy to cook… we’ll take the quick route of ordering in.” - Rory

“Ordering online is so much easier. You don’t have to talk to an automated voice or anything” - Sarah

“[I order pizza when] I want a good meal that I don’t have to cook!”- Amy

THE STUDENT

THE YOUNG PROFESSIONAL

What they say about their own eating behavior

THE PARENT

This is how we

found them

The Time-Starved love their pizza, they are attached to their phones, and they are heavy app users.

connecting the dots

App useMILLENIALS USE UP TO

MORE THAN ANY OTHER DEMO.

29 APPS/MO.MILLENIALS ARE

TO USE APPS TO ORDER FOOD

2X AS LIKELY

Pizza behaviorHOUSEHOLDS WITH CHILDREN ARE HEADED BY MILLENIALS32%PREFER PIZZA BRANDS WITH LOYALTY PROGRAMS AND PERKS/DISCOUNTS64%

OF 18-26 YEAR OLDSHAVE HAD PIZZA IN THE LAST MONTH

OF 27-35 YEAR OLDSHAVE HAD PIZZA IN THE LAST MONTH

96%94%

ANDOF ALL MILLENIALS

ORDER ONLINE REGULARLY

OVER

35%

smartphone useOF 18-26 YEAR OLDSOWN THEIR OWN SMARTPHONE

OF 27-35 YEAR OLDSOWN THEIR OWN SMARTPHONE

85%

86%AND

MILLENIALS SPEND ON AVERAGE ON THEIR PHONESHOURS

14.5

PER WEEK 18-24 YEAR OLDS SPEND ON THEIR PHONEHOURS

37

How the Time-Starved

Consume media

BROADCAST • Broadcast effectively reaches diverse markets throughout the country.

Its national reach is one of the most efficient and effective ways to build

Pizza Hut’s brand message.

CABLE• Cable will reach more specific audiences throughout the nation.

Through cable we can advertise during syndicated shows at a discounted

price in comparison to broadcast.

They watch a lot of tv

PEOPLE MAGAZINE • With 44 million readers, People Magazine is the biggest media event of the week. Of that readership, 61% are between the ages of 18 and 49.

REAL SIMPLE • 56% of readers lie between 18 and 49 years old.• Readers spend an average time of 41 minutes reading the magazine.

They’re choosey about magazines, but engaged readers

THey absorb Media outdoors, tooTRANSIT • They wait for public transit and sit in traffic when commuting;

time not planned for. So, they read outdoor ads to stay entertained and

engaged. During the evening commute, they’re planning dinner.

RADIO• During these commutes, drivers listen to their car radio. Some will

listen to Pandora and Spotify on their phone instead, which commuters on

foot also listen to.

They’re online and on mobile a tonFACEBOOK • Users spend an average of six hours and 35 minutes

on Facebook daily.

• Facebook has 600 million monthly users on the mobile app.

YOUTUBE • Over 2 billion YouTube videos are streamed every day.

• In January of 2015, YouTube had 165,617, 993 unique visits and 57% of

website users fall between the ages of 25 and 54.

BUZZFEED

• Use platform to promote content that is applicable/related to brand.

• Click-through rates for story units have proven to be 10x the industry

standard for banner ads.

TWITTER • Will act as engine to drive existing consumer and new consumers to the mobile app.• Paying for Twitter promoted ads, clicks, and trends, directly increases

traffic to the mobile app.

brand Focusedmostly traditional outlets

1.

2. product Focusedmostly second-screen & non-traditional

We’ll be unvieling two complementary media plans that are part of one coheisve campaign.

Drive traffic to the mobile app• Drive traffic to the mobile app and online site to position Pizza Hut as the top choice for customers ordering pizza digitally through a clear “call-to-action.”

• Create the greatest digital ordering experience through the re-invented Pizza Hut App, with features that extend beyond what other pizza restaurants in the category have.

• Through outdoor, print, television, online, and social advertising executions, reach Pizza Hut’s desired target of having 75% of all orders completed online or on a mobile device by the end of 2015.

Pulse Media consistently• Pulse media consistently throughout a seven-month-long campaign.

• Campaign launch in July will use all forms of media across all channels to generate awareness of the new app.

• Extend and highlight promotions through August and September to correspond with the “back to school” rush.

• October through January will focus on traditional media outlets, like TV and print, to coincide with football season.

• Second screen media channels will complement the push in traditional outlets.

• TRANSIT

• FACEBOOK

• PANDORA

• TWITTER

• BUZZFEED

• SPOTIFY

• TV • PRINT• YOUTUBE

targeting suburban commuters• Our ad campaign will spread across twelve cities in which Pizza Hut already has a strong presence that can be improved upon. • Media placements will be bought in Los Angeles, San Francisco, Chicago, Atlanta, San Antonio, Phoenix, Washington D.C., New York City, Dallas, Orlando, Boston, and Denver.

• Buys will be based on media usage and lifestyles of the target audiences in the above cities and surrounding metro areas.

So that’s exactly

Where we’re going

First,Build A Better App

• Easy, clear navigation• Clearly displayed information (contact info, coupons, promotions)• Transparency in the ordering process (tracker, etc)• No unnecessary content or repetition of information

• Little information to fill out (drop a pin instead of filling out address)• Appreciate the “order now button” because it expedites the process• Appreciate the previous orders page• Ordering should be a 3-tap process: Open app, select order, drop pin

• No slick maneuvers like suggesting items• Minimize unnecessary pop up information• No unnecessary push notifications

Direct

(PIC

TURE

D: E

XIST

ING

PIZ

ZA H

UT

APP

)

QUICK

SIMPLE

The Time-Starved told us in focus groups that they want their website and app experience to be about them. Time is currency. They want to feel that they got the most benefit for the least amount of time.

We applied that feedback to build

the new aPPEverything exists on one page. An easy nav-bar on the top shows where to find items. No more getting lost in multiple pages. Design translates cross-platform.

3-touch ordering: • Select item • Press order • Confirm order

direct Layout

quick Ordering

Swipe from the left to access your cart. Swipe from the right to access the menu.

And there’s only one pop-up: confirm order.

simple Structure

Users want to know when their pizza willl arrive and where it is along the delivery route, not just when it leaves the kitchen.

In A/B testing of 63 respondents, comparing the proposed design of the Pizza Hut App to the existing design, respondents prefered new design.

Every day, app users will be able to spin the wheel of pizza and win a small prize that they can apply to their next order. Rewards expire after 24 hours, giving users a reason to come back to the app every day.

Customers most often order pizza to share with others, and they want to be able to split the bill with their friends simply and directly.

Pizza Tracker

Users liked the changes we made

Pizza Spinner

Bill Splitter

new featuresthat our targets said they really want

54%

a

46%

b

54% of respondents liked the new, full-image design version better.

1.“Which version would you prefer upon opening an app?”

83%

a

17%

b

But more importantly, they liked the increased efficiency of the app.

2.“Option A- 3-step process. Option B- 8-step process. Does this change your opinion?”

77%

a

23%

b

Overall, these changes result in a more appealing app

3.“Which version is more appealing to you?”

a b

24:30Then, we Unveil our campaign:

part one

The Brandthe app that gives you more

We, on behalf of Pizza Hut, plan to launch a 360 marketing campaign, “24:30,” that brings awareness of the greatest

digital ordering experience to the Time-Starved. Like many other successful app-centric food brands,

Pizza Hut will have a two-part campaign strategy.

On the brand level, Pizza Hut will shift how the target thinks of them when it comes to digital ordering. When 75% of all ordering is done digitally, consumers will associate Pizza Hut with simplicity and quickness. The brand focused part will communicate this message.

Our tagline addresses both the brand and product aspects of the campaign. On the brand level, the line speaks to freeing up the time that the target would have spent figuring out their next meal. On the product level, the line speaks to the benefits of Pizza Hut’s app that the target can’t find anywhere else.

On the product level, Pizza Hut will showcase all the new time-saving features of their app. Because Pizza Hut will be introducing features that competitors’ apps don’t have, a product-level campaign will position the Pizza Hut App above competitors’ apps in the mind of the consumer.

part two

The product

Brand Focused

Print AdsAppealing directly to the time-starvedThe print ads illustrate the direct benefit of using the Pizza Hut ad by highlighting various activities that the Time-Starved now has time for. Pizza Hut not only takes care of dinner for them, but provides them with the opportunity to spend that time however they please.

OPTION 2 OPTION 3

OPTION 1

ads in REAL SIMPLE and peopleReal Simple reaches more than 8 million smart, busy consumers who welcome creative solutions to their everyday challenges. The publication has loyal and engaged readers. Readers spend an average time of 41 minutes reading the magazine. 56% of readers lie between 18 and 49 years old, and 72% of readers are employed and looking for quick meal options.

People Magazine powerfully delivers a message to a) 1 in 4 adult consumers, b) 1 in 4 moms, and c) more “affluent” adults than other consumer magazines.

tv

Even if...

VO: The new Pizza Hut App saves you so much time, it’s like getting back 30 minutes of your day.

Hand taps on a selection, taps “order,” then taps, “confirm.” Hand lowers phone out of frame.

ROOMMATES/ :30

VO: So even if your roommate’s chinchilla escapes...

Chinchilla hops out of cage.

VO: ...and you have to spend all night looking for it...

CUT TO: A girl frantically searches through her apartment. She runs outside to look for the Chinchilla.

VO: Get the app that gives you more.

Pizza Hut App logo and tagline.

VO: ...and then you get locked out of your apartment at three in the morning...

CUT TO: She sits on the front steps, holding the chinchilla. A neighbor comes to unlock the door.

VO: ...you’ll still have time to finish your history paper.Or... you could watch TV.

CUT TO: She collapses into her bed, holding a piece of pizza. and opens her laptop.

CUT TO: Close up on laptop, which has a TV show playing on it.

Come what mayThese spots highlight how hectic the lives of the Time-

Starved can be for each demographic in the target audience,

and positions Pizza Hut as the answer to their problem. The

spots are funny and lighthearted, but will resonate with the

Time-Starved as an experience they can relate to.

VO: The new Pizza Hut App saves you so much time, it’s like getting back 30 minutes of your day. So even if your crazy boss calls you in the middle of the night because his pregnant wife is craving brownies and mustard, and the interview for that new job just got pushed up to 9am, and your mom wants to know why you haven’t been promoted yet... ...you’ll still have time to take a quick nap.

Get the app that gives you more.

VO: The new Pizza Hut App saves you so much time, it’s like getting back 30 minutes of your day. So even if your third grader’s class has show and tell today, and Josh from down the street tells everyone that Santa isn’t real, and she demands to know the truth when she gets home... ...you’ll still have time to finish your book.

Get the app that gives you more.

BOSS/ :30

SANTA/ :30

FOR THE YOUNG PROFESSIONAL

FOR THE PARENT

pre-roll

youtube

The unobtrusive takeoverPizza Hut will buy YouTube homepage takeover ads and four of the most traditional YouTube advertising placements: in-search ads, in-slate ads, in-display ads, and in-stream viewing ads. Combining this takeover, with short, non-intrusive ads makes for an experience viewers will actually want to watch.

The YouTube TrueView pre-roll ads are designed to deliver the entire message in less than five seconds.

This allows us to avoid losing impact with viewers who will skip the ad

after five seconds, and drives home the message that Pizza Hut is all

about getting you back to the things you want, faster. For viewers who

opt not to skip after five seconds, the rest of the ad shows how having more

time affects even our camera crew.

00:04:20 00:05:30

WOMAN: At Pizza Hut, we know your free time is precious. That’s why our app is the fastest, and this ad is already over.

CAMERA GUY: (off screen) Well, you’ve definitely got the time now!

MAN 2 (VO): The new Pizza Hut App saves you so much time, it’s like getting back 30 minutes of your day. What will you do with it?

WOMAN: (pause) You can skip now, girl.

WOMAN: (to people behind the camera) That’s it?! Are we done already? Am I still getting paid for this? I have a concert to go to and I’m tryna get a new outfit.

CAMERA GUY: (off screen) *laughs* Yeah, you’re still getting paid. Don’t worry.

WOMAN: Okay good because I have to look for JT and finding a cute outfit isn’t quick.

we’re not hereto waste time

pre-roll

youtube

MAN: At Pizza Hut, we don’t believe in wasting time. That’s why we have the fastest app and the shortest ads.

MAN: (pause) You can skip now. MAN: ...So what now? You guys want pizza? Because I actually ordered while we were filming. What’s everyone doing tonight?

00:03:30 00:05:30

CAMERA GUY: (off screen) Whatever you want, man!

MAN: Well, fun fact, I’ve always wanted to tap dance. I think I have the feet for it. My feet are top notch.

CAMERA GUY: (off screen) Hey man, go for it! You’ve got the time.

MAN 2 (VO): The new Pizza Hut App saves you so much time, it’s like getting back 30 minutes of your day. What will you do with it?

CAMERA GUY: (off screen) We’re still rolling!

MAN: Oh... did I have more lines? ‘Cause if I did I totally don’t remember them. What should I do now?

Articles on

buzzfeedsponsored contentour targets want

Pizzapairings

30 min. of greatness

Throughout the campaign, Pizza Hut will sponsor content on BuzzFeed that the TIme-Starved find valuable. All content will revolve around the theme of “30 minutes” and how the target can make the most of their time.

Buzzfeed PowerMedia buys on Buzzfeed can use their brand to promote content that is applicable or related to Pizza Hut. Click-through rates for story units have proven to be 10 times the industry standard for banner ads.

Average lift from Buzzfeed

Quick and simple pizza and beer pairings for any occasion.

Get inspired by amazing things that have been done in 30 minutes.

48.8%BRAND

AFFINITY

42%PURCHASE

INTENT

Digital

Banners

Pushingdownloads

Ads HighlightingNew App Features

These digital banner ads will directly encourage consumers to download the mobile app; clicking on the banner will open the App Store to a page where they can download the app. This will fulfill Pizza Hut’s goal of increasing online sales to 75%.

“Second-screen” advertising is crucial for gaining the maximum number of impressions on Pizza Hut consumers. In today’s society, more than 80% of smart-phone and tablet owners use their device while watching TV. By highlighting app features on digital banners that will be bought on platforms like Facebook, Twitter, Pandora, and Spotify, consumers will be impacted by Pizza Hut’s traditional form of advertising that highlights the brand identity, but also by the specific app features highlighted on the second screen advertising.

digital & Traditional

Radiotraditional/:15

Ever look at your to-do list and think “No. Come on! There are only 24 hours in the day.”? Well, you’re in luck because the Pizza Hut App is about to extend your day by a full 30 minutes. So you can use the time you would have spent figuring out dinner on completing your to do list. Or just taking slow, deep breaths. Get the app that lets you do more. Pizza Hut. “

Strength ofpandora57% of people surveyed feel positive towards advertisers on Pandora because they are sponsoring the music they love. 48% have researched a brand after seeing/hearing it on Pandora.

57% 48%

pandora & Spotify/:15“What would you do with 30 extra minutes? Probably not spend it listening to brands interrupt your dance party.

Pizza Hut wants to save you the time you would have wasted on ads like this one. And while we’re saving you time, let our app take care of dinner.

Three taps are all it takes. Seriously. Three taps. Open, Order, Pay.

Now sit back and enjoy your extra 30 minutes, courtesy of Pizza Hut.”

(MO

BILE

VIE

W O

F PA

ND

ORA

AD

)

partnership:

uberIt’s a match made in De-livery heavenUber is one of the most popular mobile apps and is actively trying to spread service to the suburbs. Pizza Hut is a suburban staple trying to become the most popular pizza ordering app. Now, shake hands and watch the money start pouring in.

During the launch week of the new Pizza Hut App, we’ll partner with Uber so that users can experience how they can track their delivery driver just like they can track Uber drivers. Users can order by selecting the Hut Car option and choosing the pizza they’d like. The email sent to every Uber user, announcing the partnership has all the details.

Twitter

Excuse Notes

SPREADS LIKE WILDFIREThrough paying for Twitter promoted ads, clicks, and trends, it will directly increase traffic to the mobile app and create more general awareness about the Pizza Hut brand.

We “give people extra time,” even when they, “can’t even”Pizza Hut will pay for sponsored tweets, but we’ll also interact with customers through a social campaign that promotes the ideas that Pizza Hut saves them time. During the campaign, users will be able to tweet at Pizza Hut about their busy schedules and obligations, and say what they’d rather be doing with their time. We’ll respond by writing them a joke “hall pass” that they can pass along to their bosses and professors, allowing the Time-Starved to spend time doing something they’d prefer to do.

cheeky messagesWe’re not seriously giving people “get-out-of-jail” cards, but it’s funny to know that Pizza Hut will try anything to help give our users extra time.

Bus shelter

POSTERStry before you buyThe Time-Starved are always on the go. There’s no time between tasks. So how do we get the new Pizza Hut App in the hands of the consumer before they even download it? With an interactive bus shelter ad that catches commuters at the rare moment when they are forced to stop and wait.

It orders pizza And Promotes app downloads

Interactive ad records video

Commuters will be able to place an order while they wait for their bus, or just explore how easy the redesigned app is to use.

A separate bus shelter ad will ask commuters, “What would you do with 30 extra minutes a day?” and allow them to record an answer in exchange for a time-saving Pizza Hut coupon.

Media

PlacementTelevision

BudgetTraditional: $73,594,129

Out of home: ~$1,628,240

Online: $18,920,000

total: ~$94,142,369

magazine

radio

OOH

online

NATIONAL:30 second commercials that will be aired during primetime and late night television on:CBS, ABC, FOX, NBC

YOUTUBEBuy homepage takeover, in search, in-slate, in-display, and in-stream viewing. Ads are bought as a package, targeting both primary and secondary screens. CPV ranges from $0.10-$0.30

FACEBOOKBuy a “lifetime” plan - Seven month duration. - Maximum of $5,000 a day. - Bid price approx. $0.75 per click.

TWITTERTwice a month, we will buy promoted trends, such as : #PizzaHutApp and #DailySpinner. - Rate of $200,000 a day.

BUZZFEEDBuy Promotion and Story Unit Advertising, which are integrated throughout Buzzfeed and promote custom content on the homepage heightening buzz about Pizza Hut.

CABLE:30 second commercials that will be aired on:TBS, E!, ESPN, Food Network, HGTV, FX, TNT

4-color, full page advertisements.People Magazine: 2 issues per month for 7 months.Real Simple: 1 issue per month for 7 months.

Five 30 second spots bought on hit radio stations within each of the 12 chosen cities for the duration of the seven month campaign.

Cable: Broadcast:Magazine:

Radio:

$19,220,500$47,775,324$6,391,700$206,605

$628,240$500K - $1M

$1,050,000$7,270,000$8,800,000$400,000$1,400,000

Transit:Uber:

Facebook:Twitter:

Youtube:Buzzfeed:

Pandora/Spotify:

Each of the twelve designated metro areas will have the following out of home media buys: Subway interior display (10), Large Billboard (1), Bus Shelter (3), City Information Panel/Subway Kiosk (2), Interior Bus ad (10)

These numbers reflect the maximum possible media buys per platform. This is

the recommended spending for the highest number of

impressions and maximum impact.

94% felt that the new system was more convenient and straightforward and 87% believed that saving time was a far more appealing reason to continue using the app than suggested purchases.

We will utilize qualitative and quantitative performance indicators to ensure perception continues to improve and translates into a 35% growth of mobile and online sales.

• Social listening - is the perception changing?• App features used• Change in customer activity• Focus groups• Social media interactions

QUALITATIVE

All media buys are the highest each online platform offered, and on the higher end for all traditional media. Our recommendation is for a high budget media buy, but because our message is so strongly reinforced in each facet of the campaign, spending can be scaled on media that shows the greatest return, in order to maximize campaign effectiveness.

• 75% benchmark for online/ mobile sales• # App downloads• Click-through-rate• Media ROI• # rewards members

QUANTITATIVE

We tested our changes to the positioning and ordering system and found that perception had already started shifting.

AdAgeBloomberg BusinessBlue Line MediaBusiness InsiderBuzzfeed: AdvertiseComcast SpotlightConvince And ConvertDigidayFacebook: BusinessGaebler.comMediaPostNew York TimesPenna PowersPeople Magazine 2015 Rate CardPWCReal Simple Magazine Media KitSalesforce.comSRDSTubeFilterTumblr: BusinessVarietyVenture Beat NewsWordStreamYouTube: Advertise

Buzztime BusinesseMarketerForbesMintel Mintel OxygenTech CrunchThe Next WebIbis World

One-on-One interviewsSurveyFocus Groups

MEDIA SOURCES

Research SOURCESCAMPAIGN

EVALUATION

• Makes recommendations to monitor plan performance

• Clearly represents key performance indicators, benchmarks, and additional implications

• Recognizes potential pitfalls in media and marketing and recommends optimizations

MEASUREMENT & EVALUATION

Position Pizza Hut as top choice for customers who order pizza digitally

1.Provide the greatest digital ordering experience in the category

2.Hit the target of 75 percent of all orders done online/mobile by the end of 2015

3.

YOUR CASE