Campaign Plans Book

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Christine KelleyPresident

Emily RadcliffeSecretary

Andrea VegaCreative

Ryan WicksCopywriter

Brady WallaceCopywriter

Michael CostelloResearch

Table of Contents

SITUATIONAL ANALYSIS Category Trends Brand analysis Competitive Analysis Primary Research Target Market Problems & Opportunities

BIG IDEA

CREATIVE Traditional Media New Media

MEDIA & BUDGET

5-33

32-33

34-56

57-58

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SITUATIONALANALYSIS

INDUSTRY OVERVIEW

BRANDANALYSIS

COMPARATIVEANALYSIS

TARGET MARKET

Executive Summary

THE CHALLENGE

Develop a new campaign swaying customers to order pizza through online

vehicles.

Primary focus is on consumers who currently do not order online and

increasing loyalty with customers who already order online.

THE OBJECTIVESPosition Pizza Hut as the top choice for customers who order digitally

Provide the greatest digital ordering experience in the category

Reach a 75% target of all orders through online/mobile vehicles by the end of 2015.

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CategoryTHE PIZZA INDUSTRY

Pizza restaurants represent a $40 billion industry, making up approximately 17 percent of all restaurants in the nation.In fact, the average American eats 46 slices of pizza per year, approximately 350 slices per second. In addition, 93 percent of Americans eat at least one pizza per month, easily making pizza the number one dinner choice in the United States. With such mass appeal, it is no surprise that this $40 billion industry makes up approximately 17 percent of all restaurants in the nation.

40%  

24%  

15%  

9%  

7%  5%  

Independents   Other  Chains   Pizza  Hut  Domino's   Papa  John's   LiAle  Caesars  

53%  

22%  

9%  

7%  4%  5%  

Sales ChartsChains own 47% of pizzerias and control 60% of the sales.

US Pizza Stores US Pizza Industry Sales

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Pizza chains now do 43% of total business through digital orders.

The Average Online Pizza Order is 18% Higher than Orders by Phone.

National chains compete to control emerging new media platforms.

Social Media is now one of the leading drivers of traffic and sales.

71% of consumers are more likely to make a purchase based on social media

referrals.

Nearly one half of pizza eaters will search for recommendations on blog sites or

Twitter before deciding on their purchase.

47% of Americans say Facebook impacts their purchase behavior.

Research also shows that 35-50% of sales go to the vendor that responds first on

social media

CategoryTECH REVOLUTION

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When brothers Dan and Frank Carney, two business students from Wichita State University opened the first pizza sit down restaurant in 1958. Today, the company operates more than 7,000 stores in the US and almost 13,000 locations worldwide. The restaurants consist of dine-in and delivery, as well as pick-up only express locations.

Within 10 years of the brand’s opening, the Carney brothers had grown their single outlet into over 300 stores, with the

stores red roof symbol becoming a logo and eventually an icon. Pizza Hut went international in 1970, and within a year become the world’s largest pizza chain.

In 1977, soda giant PepsiCo placed the largest carryout order in history and bought the pizza powerhouse for $300 million. Today, Pizza Hut is a subsidiary of Yum! Brands and delivers more pizza, pasta and wings than any other restaurant in the world. The headquarters are located in Plano, Texas.

Brand Analysis

HISTORY OVERVIEW

THE PIZZA HUT LEGACY BEGAN

“We take pride in making a perfect pizza and providing courteous and helpful service on time all the time.”

15%MARKET SHARE

11.2BILLION in sales

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Brand Analysis

Pizza Hut conducts their annual World Hunger Relief campaign in effort to raise awareness, volunteerism and funds for the United Nations World Food

Pizza Hut is also the proprietor of the BOOK IT! Program. Created in 1984 to help motivate children to read by rewarding reading accomplishments with praise, recognition and pizza.

The long-standing children’s literacy program is used in more than 620,000 classrooms nationwide and currently reaches over 14 million students in 38,000 elementary schools annually.

CAUSE MARKETING

“TOGETHER WE CAN DELIVER HOPE”

How it

World Hunger Relief Campaign

12MILLIONDOLLARS

RAISEDsince 2007$2.9 MILLION

IN 2013& provided 10million meals.

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Brand Analysis

1958 – Dan and Frank Carney opened Pizza Hut

1959 – First franchised Pizza Hut opened

1969 – Red Roof style adapted to restaurants

1972 – Pizza Hut becomes International with Canadian debut.

1986- Delivery service initiated

1988 –30th Anniversary celebrated as well as 6,000 restaurants world-wide

1994 – Online Ordering debuts – first order ever

1996 – First Pizza Hut Super Bowl ad, 30% of deliveries happening on Super Bowl Sunday

2002 – Owner Pepsi Co rebrands as Yum! Brands

2007 –Facebook page created & World Hunger Relief launched

2008 – Online sales hit $1 billion

2009 –“ The Hut” rebrand attempt

2009 – Ordering App for iPhone

2012 – Sales decline as competition grows new products are less successful

56 YEARS OF HISTORY

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COMPETITION:  Change  in  same  store  sales  

-6!

-4!

-2!

0!

2!

4!

6!

8!

10!

12!

2012 2013 2014- Q1 2014- Q2

PIZZA HUT DOMINO'S PAPA JOHNS

2014 Quarterly BreakdownQ1 - system sales were even, as 2% unit growth was offset by a 2% same-store sales decline. Operating profit decreased 14%.Q2 - system sales declined 1%, as 2% unit growth was offset by a 3% same-store sales decline. Operating profit decreased 22%.Q3 - system sales were even, as 2% unit growth was offset by a 1% same-store sales decline. Operating profit decreased 2%.2013 Gross Earnings – $5,729,604,056

2013-2014 declines is first major slump since 2009 rebranding disasterDecline is being caused by a combination of poor position of Pizza Hut as well as the growth being experienced by our two main competitors Domino’s continues to decrease the difference in market share between themselves and Pizza Hut every year • Domino’s – 9.37%• Papa John’s – 6.53%

Even though Pizza Hut is the world’s largest pizza chain, sales have decreased for the past seven consecutive quarters

Brand Analysis

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Competitive AnalysisWe took a look at Pizza Hut’s major competitors within the pizza restaurant category and narrowed them down to the top two delivery and carryout chains.

COMPETITIONDomino’s- 2nd largest pizza chain and is considered Pizza Hut’s most dangerous competitor.

Papa John’s- 3rd largest pizza chain and considered a semi rival, due to their brand positioning specifically above Pizza Hut.

DOMINO’S PAPA JOHN’S

10,0008,0006,0004,0002,000

0U.S. Worldwide

STORE LOCATIONS

BRAND IMAGE

Exceptionally fast to innovate and introduces products faster than other chains.

World leader for pizza delivery service.

Known for unique PapaRewards loyalty program.

Approachable brand personality due to CEO John Schnatter’s “everyday guy” appearance.

PRICE & PROMOTIONLowered menu prices in order to compete with Little Caesar’s.

Unveiled a new logo and debuted the first gluten-free crust from a chain.

Heavily relies on promotions and their loyalty program to drive sales

Super Bowl XLVI coin toss promotion- gave away millions of pizzas last year to football fans.

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• New & Improved hand-tossed campaign in 2010- Most successful Pizza Campaign of the decade.

• “Oh Yes We Did” Campaign- Brags about the amazing turn around since the 2010 campaign.

.

•

• The company also signed a multiyear deal to be the official pizza sponsor of the NFL in Canada, Mexico and the U.K. and promises to give away two million free pizzas in its PapaRewards program.

• Uses Ex-Indiana Superstar Peyton Manning as main spokesman

Competitive Analysis

COMPETITION

DOMINO’S PAPA JOHN’S

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Dominos and Papa Johns are seen as more advanced digitallyDominos has the pizza tracker that tells you the status of your order and which employee is working on which part of the process. Dom is a new feature of the Domino’s AppPapa Johns has a rewards program that has incentives to order only such as earning free pizza’s

Online Analysis

SOCIAL MEDIA

Facebook- §  Pizza Hut has the highest amount of Facebook

likes compared to their competition

§  Pizza Hut: 15,745,022 likes

§  Dominos: 10,134,143 likes

§  Papa Johns: 2,846,463 likes

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We conducted the following research methods throughout the past 12 weeks in order to gain in depth insights from our 2 primary target markets.

Primary Research

150 ONLINE SURVEYS PERSONAL INTERVIEWS FOCUS GROUPS

5 2

5  

71  

17  7  

18  

0  

20  

40  

60  

80  

Under  18   19-­‐25   26-­‐30   31-­‐40   41+  

51  

7  

50  

10  

0  10  20  30  40  50  60  

Student   Part-­‐4me  worker  

Full-­‐4me  worker  

Other  

53  64  

Male  

Female  

ONLINE SURVEY DEMOGRAPHICS

86  

9  

21  

2  

Single  

Married  without  children  Married  with  children  Single  parent  

AGE:GENDER:

EMPLOYEMENTSTATUS:

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Main  Reason  Behind  Ordering  Pizza  

of  the  par*cipants  with  families  most  commonly  order  pizza  for  their  family.  78%    

49%  

23%  

21%  

4%  3%  

Within  the  last  year  

Within  the  last  month  

Never  

Other  

Within  the  last  week  

How  Recently  Par/cipants  Ordered  Pizza  Hut  

Survey Questions

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0.44  

0.22   0.16   0.12   0.06  0  

0.2  

0.4  

0.6  

Every  couple  of  weeks  

1   2   3   4+  

1.    How  many  <mes  a  week  do  you  order  out?    

0.05  

0.25  0.22  

0.28  

0.18  

0.02  0  

0  

0.05  

0.1  

0.15  

0.2  

0.25  

0.3  

Never   Less  than  Once  a  Month  

 Once  a  Month  

2-­‐3  Times  a  Month  

 Once  a  Week  

2-­‐3  Times  a  Week  

Daily  

2.    How  oBen  do  you  order  Pizza?    

98%  

2%  

3.    Are  you  more  likely  to  purchase  a  pizza  if  it  endorsed  by  celebri=es?    

No  

Yes  

Survey Questions

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55%  45%  

4.    Would  you  be  more  likely  to  purchase  a  pizza  if  part  of  the  proceeds  goes  to  helping  hunger?    

No  

Yes  

Survey Questions

78%  

22%  

6.    Do  special  promo3ons  affect  your  decision  to  purchase  from  a  specific  pizza  brand?    

No  Yes  

33%  28%  

22%  14%  

4%  

0%   5%   10%   15%   20%   25%   30%   35%  

Independent  Domino's  

Papa  Johns  Pizza  Hut  

Li>le  Caesar's  

7.    What  brand  of  pizza  do  you  order  from  most?    

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Survey Questions

0  20  40  60  80  

1   2   3   4  

Ranking  

11.    Rank  which  way  you  like  to  order  pizza?    

Online  

Mobile  Device  

Over  the  phone  

In  store  

82%  

18%  

14.    Would  a  specific  online/mobile  promo9on  encourage  you  to  order  online?    

Yes  

No  81%  

19%  

15.    Does  a  websites  flow  make  a  difference  on  your  ordering  experience?  

Yes  

No  

2%  30%  

13%  54%  

16.    Have  you  ordered  online  or  with  the  mobile  app  for  Pizza  Hut?    

Mobile  

Online  

Both  

No   76%  

24%  

18.    Would  you  like  if  websites  or  mobile  apps  remembered  your  most  common  

food  selec>on?    

Yes  

No  

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4%   7%  25%  

55%  

9%  

0%  

20%  

40%  

60%  

Very  Dissa2sfied  

Dissa2sfied   Neutral   Sa2sfied   Very  Sa2sfied  

17.    How  sa2sfied  were  you  with  the  experience?    

0.13  0.29  

0.28  0.15  

0.49  

19.    What  other  foods  do  you  order  through  Pizza  Hut?    

Pasta   Wings  

Sides   Dessert   None  

0.48  

0.23  

0.21  

0.04  0.03  20.    What  was  the  last  1me  you  ordered  from  Pizza  Hut?    

Within  the  last  year  

Within  the  last  month   Never  

Other  

Within  the  last  week  

30%  

70%  

21.    Have  you  ever  used  Visa  Checkout?    

Yes  

No  

58%  42%  

22.    Would  you  use  Visa  Checkout  if  you  knew  you  could  place  faster  orders  for  

food?    

Yes  

No  

Survey Questions

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2. Papa Johns 3. Dominos 1. Pizza Hut

Papa Johns •  Crust is dry •  Too much sauce •  Needs garlic sauce because pizza crust

is dry.

Pizza Hut •  More cheese and grease •  Buttery crust •  Looks like Pizza Hut tastes like Dominos

Dominos •  Crust gave away that it was Dominos •  Not as cheesy

Focus Group

Blind Taste Test Experiment

Participants consumed 3 different pizza brands in a blind taste test and provided feedback based on taste, looks, and preconceptions.

Experiment Ranking

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Focus Group

PACKAGING INSIGHTS

• Didn’t like a lot of words on the pizza boxes• Liked the simple tech Papa John’s Box.• Draws your attention to the box• Coupons• “Want something to hold, like a flyer”• Liked printed promotions on the box

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DREAM CLOUD

CHEESEYSA

TISF

YIN

G

THICK

FILLING

GARLIC CRUST

DEEP DISH

HOT

MEL

TIN

GHAND-TOSSED

CRISPY

GREASEY

PAN RICH

SAUCEYB U T T E RY

DOUGHBROILED

BREA

D

S A LT Y

T H I N

PIEConsumer Insights

0

10

20

30

40

50

60

70

80 DOUGH

CHEESE

SAUCE

MEATS

PRODUCE

Par$cipants  Ranked  Pizza  Elements  Based  on  Importance    

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Employee Interview

What type of people order the most pizza hut?“Definitely families. Some families order twice a week and get pretty big orders. I think it’s just that kids always want pizza and it’s cheaper and easier so the parents don’t care.”

Do you think more people should order online and why? “…it’s always a pain for us to have to answer the phones. More orders get messed up and if it’s busy we don’t have enough people making food.”

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Target Market: Millennials

• Few responsibilities.• Large amount of free time.• Have disposable income. • Judge pizza on a concept of “bang for your buck.”• Like companies with a modern face or personality.

DEMOGRAPHICS

• Cheap• Fast Service• Good Quality• Experience

COREVALUES• Personalization • Speed• Convenience

• Male and Females• Age: 18-24• Primary Focus on males, men skew

younger in pizza category.Income: • Under $25,000/Yr.

Employment: • Students or Part-Time work.HH Occupancy: • 1-3 average • Primarily roommates.• Some living at home

PURCHASETRIGGERS

BEHAVIOR INSIGHTS

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MILLENNIAL MARK

• He is a college student.• He is always working on his schoolwork.• Constantly on the go at meetings and studying.

WHO IS HE?

WHAT HE DOES:• He is president of his fraternity.• He is a 3.5 student who is dedicated to his studies.• He is an intramural athletics superstar.

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Target Market: Famillennials

• Very busy and always on the go, time is valuable. • Constantly trying to make all family members happy.• View Pizza as a fun excuse to come together as a family.More likely to: • Order exactly what food is needed and repeat the same order.• Use coupons and other sales promotions.

DEMOGRAPHICS

• Quality• Quantity• Fast Service• Customizable • Convenience• Sales Promotions

COREVALUES• Speed• Convenience

• Age: 24-34, young mothers.Employment: • Stay-at-home Moms.• Dual employment families.• Single Parents.

• Family meal decision makersHH Occupancy: • 2-5 average• 1-2 Guardians.• 1-3 Children (ages 5-16)

PURCHASETRIGGERS

BEHAVIOR INSIGHTS

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FAMILLENNIAL FRANCINE

• She is a mother in her early 30’s.• She has one or more children.• She is busy and always on the go.

WHO IS SHE?

WHAT SHE DOES:

• She works a job, either full or part time.• She makes the purchase decisions for her household.• She makes sure everyone is taken care of.

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MILLENNIALS FAMILLENNIALS

Target Market Insights

Target isn’t worried about the nutritional value in pizza.Fast and good quality are important to both of our target audiences.People with families tend to order pizza mostly for their family.Sales promotion has a huge impact on which brand is chosen.Special online/mobile promotions would draw our target.Website flow and fast checkout is important to customers.

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SWOT ANALYSIS

STRENGTHS

Largest in Pizza CategoryMost Locations#1 in Taste Test

THREATS

Growing numbers of successful competitorsLack of branding and social media interaction

is making Pizza Hut seem ambiguous

OPPORTUNITIES

Large exisiting customer baseImprove online experience

WEAKNESSES

Outdated online and mobile technologyLack of brand Voice

THE OVERALL PROBLEM:

The major obstacle of Pizza Hut as a business is that they have outdated technology.

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Problems & Opportunities

Complicated Mobile and Online interface.Develop a well-organized website with visual consistency.Improve ordering process.Enhance checkout procedure.Personalize more towards customer.Consumer core Values:Convenience, Customization, Speed, and Efficiency.

Poor Store to Consumer CommunicationIncrease interaction between stores to customers.Store Topping availability.Improve quality of technology throughout stores

Outdated Brand Personality Creating a VoiceSocial Media Marketing Need more Interactive, USP/ Brand PersonalityNative AdvertisingIncrease PromotionsCause MarketingInteractive Loyalty Program

We segmented Pizza Huts outdated technology into the following 3 partsand listed the methods we can improve upon them for our strategies.

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CONCEPT

STRATEGEY

STRATEGY: BIG IDEA

Customiza*on   Convenience  

• Box  Deal  to  please  everyone   • Easy/  Quick  ordering  process    • Mul:ple  ways  to  order  

Price   Sa*sfac*on  

• Coupons  and  online  deals  have  a  huge  impact  on  purchase  

triggers  

• Overall  happiness  with  the  product  and  brand  

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CREATIVE

Traditional New Events Budget

Television.Radio.Special Promotions.Geographic Direct Mail.Packaging.

Traditional Media

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STORYBOARD

Television Spot

Scene 1Sue is at work and about to leave, trying to figure out dinner plans.Sue- takes out her phone and goes to pizza hut mobile app, she orders two large pepperoni pizzas. [Gets a confirmation text.]Sue- Wow… that was simple and easy to use.

Scene 2On the phone with her husband.Sue-I ordered pizza, you pick up the kids and meet me at the house.John- Sounds like a plan to me see you soon(Sue driving home)

Scene 3Sue arrives home and doesn’t see the pizza man so she calls to check on the order.Sue- Hi I ordered pizza about 20 minutes ago and I do not see the deliveryman anywhere.Pizza Hut- Okay, let us check on that really quick.Sue walking to the door and sees the pizza man there.Sue- Oh wait never mind, he is already here and waiting one me, wow that was fast, sorry for the call and thank you for the fast delivery.

Scene 4John arrives home with the kids to find the table already set and ready to go.John- wow the pizza is already here?Sue- yea they beat me to the house I was shocked.John- Yea I wasn’t expecting it here for another few minutes.

Scene 5The family happily eating the pizza talking about how fast and convenient it was to order.[Gets a confirmation text.]Sue- Wow… that was simple and easy to use.

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STORYBOARD

Television

On our first date we had Pizza Hut and ever since it has been a tradition on our anniversary.

Pizza Hut is a big part of our family and has given us many fond memories together and with our children. Our children now have their own family and are continuing

t o make memories with Pizza Hut.

Pizza Hut has been serving happiness since 1958.Use our mobile app or Visit us at www.pizzahut.com

to start serving your family happiness.

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SERVING HAPPINESS SINCE 1958

Television- Storyboard

A lot has changed in the last 60 years, but Pizza Huts same great taste has always remained the same.

As your family evolves, so do we. Pizza Hut has been serving happiness since 1958.

Use our mobile app or Visit us at www.pizzahut.com to start serving your family happiness.

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Radio Spot

You Know You Want It

Are you looking for a quick way to get dinner tonight?

You’re in luck!

Use the pizza hut mobile app, or call to order you dinner tonight!

Pizza Hut is guaranteed to fulfill any hunger craving you’re having!

Order now and we will have it to you in less than 30 minutes!

Background sounds during airing of the spot:

1. Fast swishing noise to demonstrate the speed of delivery process.

2. Sizzling of the pizza being cooked...

3. Ding of a dinner bell to show the pizza is done!

4. Car door shutting and vehicle starting to show it is on its way.

And finally:

A doorbell ringing to show the pizza is already at your house.

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For our millennial target we chose to create door hangers to put on the apartments around campuses.

Specialized student only deals just for them.

The deals have a promo code that can be used online, but only with their local stores.

The codes will be good throughout an entire semester, with new codes given out at the beginning of each semester.

DOOR HANGER

Special Promotions.

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Target Market: Famillenials These boxes include both promo code and physical coupons for those who like to have things handy. They will be placed in newspapers around the country.

CITY LOCATIONS:Los Angeles- LA Times

Atlanta – Atlanta Journal-Constitution

Charlotte – Charlotte Observer

Houston – Houston Chronicle

Philadelphia – The Philadelphia Inquirer

Columbus – The Columbus Dispatch

Washington DC – Washington Post

Orlando – Orlando Sentinel

Richmond – Richmond Times Dispatch

Special Promotions-FSI

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COUPONS

Special Promotions.

The box tops will be location specific, so the deals will vary. However, the coupons included will be for everyone. There will be an online only, a family, a personal, and a carryout deal. They will all have a promo code to be used online, or the physical coupon to be used in store or upon delivery. These will be used at all locations, with their individual

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TOP BOX DISPLAY

Packaging

Although changing up pizza box design might not seem like a major shift, but a lot of time and planning goes into a good box design. After our focus group participants expressed their distaste for boxes that were overly cluttered or confusing, we chose to do a simple design which features our logo and slogan, and one clear deal which can be changed with every new special promotion.

SIDE PANNELSThe sides of the box also advertise our online ordering, new rewards program and also the various social media that people can follow us on.

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Social Media.

Online Ordering System.

Viral/Guerilla Marketing.

Google Ad Words.

Online Display Ads.

Charity-Based Reward Program.

New Media

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#THE HASHTAG CAMPAIGN

Social Media

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Social Media#THE HASHTAG CAMPAIGN

-46-

Social Media#THE HASHTAG CAMPAIGN

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Online Display AdsWebsite takeover Using google trackers and analytics we will compile an active and dynamic (or ever changing) database of what type of sites and content our customers are visiting. We then select one of the most popular sites (or in the case of sites like BuzzFeed and Reddit, the most popular types of stories) and take over all of the advertising for that page, outlining the primary content with different interactive banners and examples of our “Weird Pizza” viral banners.

-48-

Viral MarketingVIRAL MARKETING

HOW WEIRD IS YOUR PIZZA? In this viral marketing campaign, we will ask our customers to show us their weirdest Pizza Hut creations and select items that are particularly unique, may it be a no cheese, extra jalapeno, thin crust pizza, or a personal pan pizza with 4x extra cheese (yes these are both real orders). People will be able to submit their unique creations on Instagram by using the hashtag #MyUniquePizza. We will then choose weekly winners and start a viral campaign of web banners displaying the pictures along with their ingredient lists underneath along with a tagline of “Never Judge Another Person’s Perfect Pizza”. The banner transitions to our logo and a new subhead reading “Serving Happiness, Not Judgment” with a new link to make your wildest creation on our website.

#servnghappiness#myuniquepizza

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Guerilla Marketing

PIZZA VENDING MACHINE

Recently Let’sPizza has introduced the first pizza chain that is completely automated and functions as a vending machine you could place anywhere. While Pizza Hut probably won’t be competing directly with Let’sPizza on this front, this is a new and exciting way that Pizza Hut could use to gain some buzz with consumers while stealing a little bit of Let’sPizza’s thunder. For this marketing effort we will be placing four vending machines in different cities across the east coast, all of which will be set up with a Pizza Hut Pizza Chef who will make personal pan pizzas behind the scenes. The people who order from the machine will be allowed to craft a free personal pan one topping pizza, giving their first name with their order. The Pizza Chef will then use slightly smaller cut versions of Pizza Hut toppings to spell the name of the person atop their pizza. The pizza will then be distributed and after the target reacts to their name on the pizza we will display a message of “You can’t get pizza this personal from a machine. Pizza Hut: Serving Happiness.” This is a fun way to generate some buzz and also show our targets that Pizza Hut still makes a great pie just the way you want.

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Guerilla MarketingCATERING OF EVENTS FOCUSED ON FAMILLENIALS

Beginning in July at the start of our campaign, we will cater a number of different ma-jor events that not only take place in our biggest region of competition, the eastern coast, but also are likely to have a large number of both our target segments. Rath-er than advertise this catering however, we will show up unannounced with a large number of selections from our menu which people can enjoy for free. By doing this we will be able to illustrate how Pizza Hut can be a satisfying option for the whole family.

FunFest: - July 2015 (Undated) – Boston, Mass. This event will begin the Guerrilla Marketing / Special Event campaign. We feel this will be a good place to start because it is well advertised and is always full of family’s looking for some fun in the sun. This event also centers around ice cream and will be a perfect place to show off Pizza Hut’s Indulgent options to Fa-millenials.

AT&T Summer BrewFest:- July 5th – Norfolk, VA This one is just for the Millennial, or at least mom and dad while the kids are at home, and is the perfect second place to take our guerrilla campaign. Beer is consid-ered one of the most pair-able beverages around and making the connection between beer and Pizza Hut in the minds of our targets will help develop a better position in the minds of Millennials.

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Guerilla Marketing

ParkArts Boston Children’s Festival – August 2015 (Undated) o Learning meets fun at this festival for kids. This is similar to the first event in how we can use it to connect with families, but while the first event is a day of ice cream and music, this event focuses on making learning fun. This is a positive way that Pizza Hut can market to our target while simultaneously supporting education for children.

NYC Central Park Film Festival ( August 2015): o To wrap up our summer of Special Events, we have selected the NYC Central Park Film Festival. This is a major event in New York where a large number of families come together to watch movies on a huge projector screen and enjoy the last days of summer. This event will again help us connect with families but in this case we also have the opportunity to pair the ideas of movies and Pizza Hut in our consumers mind, which is a valuable position to have.

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Google Ad Words

• Pizza• Cheesy• Fast delivery• Quick easy dinner• Make it great• Serving Happiness• Indulgent• Satisfying• Customizable pizza• Family Dinner• Crust

• Toppings• Box deal• Inexpensive pizza• Pizza Hut• Best Pizza• Quality• Value• Delivery• Online Ordering• Mobile ordering

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Online Display Banners

ANIMATED COMPUTER GRAPHIC GIF’S

GOALS: Impressions > 1 million Clicks> 100,000 Orders> 75,000

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Online Display Banners

ANIMATED COMPUTER GRAPHIC GIF’S

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Online Display Banners

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