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PRAD 339
Bacinos
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Table of Contents
Executive Summary 2 Website Redesign 21
Introduction 3 Advertising Elements 22
Situation Analysis 4 E-Mail Lists 24
Brand Analysis 5 Partnerships 25
Competitive Analysis 7 Social Media 26
Market Analysis 8 Contests 27
Key Problems,
Opportunities & Ideas
9 SEO 28
SWOT Analysis 10 Event Marketing 29
Target Market Profile 11 Sampling 30
Marketing Objectives 12 Guerilla Marketing 31
Communication
Objectives
13 Estimated Budget 32
Advertising Objectives 14 Media Schedule 33
Strategies/ Key Selling
Ideas
15 Higher Budget Ideas 34
Creative Brief 16 CTA Ads 35
Tactics 19 Summary 37
Slogan/ Tagline Redesign 20 Sources 38
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Executive Summary
Bacinos is a Chicago pizzeria that has been around for over 30 years. Thecompany creates original deep-dish pizzas that feature real and fresh ingredients.
Recently, the restaurants have been lacking with brand recognition and awareness.
To solve this issue, we have created the Real Tastes Better campaign which aims
to establish brand awareness among a target audience of men and women ages
20-45 who have a college degree or higher with an income of $20,000-$65,000
and live in the Chicago area.
Bacinos provides excellent ingredients and this needs to be shown to thetarget market. Weaknesses include a long wait time, bland crust, and inefficient
use of social media. However, Bacinos is in good standing with the community and
has generally high ratings on review websites.
Some of the key points of this campaign include effective use of socialmedia, great advertisements, and establishing a connection with Bacinos use ofreal ingredients and the target market. There are plenty of opportunities to create
buzz using Real Tastes Better, and this plan book will go more in-depth on how
this will be achieved.
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Introduction
HISTORY: HISTORY: Bacinos pizza was founded by Dan Bacin, who
opened the restaurant 30 years ago in Lincoln Park with his wife, Linda.
Together they have opened three additional locations, two of which are
pizzerias and the other two trattorias. Bacin wanted to to be different than
those who use processed foods - he wanted to use fresh products fresh
mozzarella cheese, fresh vegetables, and fresh dough. This is where the ideaof a heart-healthy stuffed spinach pizza came from, which became Americas
1st Heart Healthy Pizza.
Additional Info:
Bacinos is in a very competitive market. Some of their competitors include
Pizza Hut, Ginos East and Lou Malnatis. Secondary competitors are hot
dog joints, Als Steak, Chipotle, and others.
Bacinos needs to make the brand more recognizable. Doing this will have a
very positive outcome which will ultimately increase sales.
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Situation Analysis
Economic Challenge: The restaurant franchise industry is fast-growing, with
high risks and rewards. As many as 90% of restaurants franchises fail in the
first year. Over 4000 U.S pizzerias open and close annually, most of which are
independent operations.The U.S. pizza market is highly competitive.
Franchises, including Pizza Hut and Dominos Pizza, account for nearly 60%
of the market.
Adapting to Change: Some of the trends include providing healthier
options, with locally produced and organic ingredients, offering low price
deals and promotions, and online ordering.
Growth Opportunities: 93% of Americans eat at least one pizza per month,
and pizza represents almost $40 billion in sales per year. Smartphone
applications offering ordering and delivery options account for over 70% of
the Millennial demographic groups ordering preferences, and offer a great
promotional tool for offers and coupons.
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Brand Analysis
Who Is Bacinos? Originally established on Lincoln ave, Bacinos Pizza has been a
part of Chicago for over 30 years. Bacinos founder, Dan Bacin, decided to use only
the freshest ingredients which are 100% natural. It is a full service pizzeria, or a sit-
down restaurant where the food is served to the table. It also offers take-out and
delivery services.
Products Bacinos is most widely recognized for having Chicagos first heart-healthy pizza (Stuffed Spinach), but it also provides a list for many other choices
both stuffed and thin style pizza. With five different pizzas to choose from, having a
build-your-own option is very useful. In order to cater to a larger group of
consumers Bacinos offers a breakfast menu in addition to lunch and dinner. Each is
vegetarian friendly, and with authentic Italian meals the prices are very reasonable.
Distribution Each restaurant is suited to fit the different locations, though each
store maintains the same goals in providing a great meal and experience. Forexample, the location in LaGrange takes pride in their authentic Napoletana Wood
Fired Pizzas, Homemade Ravioli and comfortable outdoor patio. Bacinos offers and
specializes in catering events with a number of dining rooms for large parties or
other events.
Promotion Bacinos lacks efficiency when it comes to circulating its name in
certain areas. Not many people are aware of its presence or what it provides. Most
of its advertising is done through events such as the Taste of Chicago or by word ofmouth.
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Brand Analysis (Cont.)
How might the brand be leveraged?
Bacinos should focus on its real and fresh ingredients which sets it apart from
many other pizzerias.
Work to increase brand awareness by creating a memorable and like-able brand
that appeals to consumers.
Values- Fresh Ingredients. Delicious Taste. Treating yourself.
Vision- Bacinos is not a regular pizzeria. Its fresh ingredients, such as 100% real
Wisconsin cheese, makes it a premium pizza.
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Competit ive Analysis
COMPANY Ginos East Lou Malnatis Pizza Hut
AVERAGE COST: $4-$5 more perpizza
$1-$2 cheaperper pizza
$10 for any sizepizza
MARKETSITSELF AS:
The Original andLegendary DeepDish Pizza
The BEST deepdish pizza in theworld
Americas favor-ite pizza
ADDITIONAL
INFO:
Offers less pizza
size optionsOperates 12locations in theChicagoland area
Operates in 34
locations in theChicagoland area
Over 50 years of
franchiseexperienceSignificantmarket share
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Market Analysis
The Chicago markets big pizzerias include Lou Malnatis, Giordanos,
Pizanos, and Pequods.
Pizza chains (Pizza Hut, Dominos, Papa Johns, etc) exist throughout
Chicago and offer a cheaper alternative
Overall, the pizza business is faring OK, with flat sales of about $38 billion
over each of the past three years, said Jeremy White, editor of Pizza Today.
The pizza business has been treading water while overall restaurant revenue
sank.
One of the greatest highlights of the pizza industry is its high versatility and
customization for consumer preferences.
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Key Problems, Opportunit ies, &
Ideas
Key Problems
Low brand recognition
Consumer is unaware of brand and location
Confusion of Bacinos vs BellaBacinos.
Low personal involvement with brand
Key Opportunities
Provides a different feeling opposed to its competitors (traditional, family-friendly,
relaxed environment).
Can be positioned as fresh and heart-healthy (Spinach Pizza was named Heart
Healthy).
Key Insights
People need to be educated on Bacinos history and what it is.
Bacinos needs to build awareness and clearly set itself apart from its competitors.
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SWOT Analysis
StrengthsGood reputation (30Years)Health-conscious pizzaAward-winning wineGood reviews on Yelp
WeaknessesLong wait time
Two brand namesCrust is blandSocial Media
OpportunitiesGreat locationsRise in health-conscious consumersGood standing w/ com-munityGood things are worthwaiting for
ThreatsHigh competitionBellaBacinos font re-strictionsCompetition has moreoptions
Website is out-of-date
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Target Market Profi le
Who: Men and women ages 20-40
Location: Live in either the Loop, North Side of Chicago or La Grange.
Average Income: $20,000- $45,000
Education: Education: College degree or higher
Status: Single, couples, or families
Lifestyle: Health-conscious people who care about what they are feeding
their bodies. They are family oriented. They keep up with trends and are
involved with the community.
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Marketing Objectives
Increase presence in social media followers by 25% among target audience.
Increase sales of Bacinos pizza by 10% compared to the previous year.
Establish top-of-the-mind awareness in 50% of the market by six months into the
campaign.
Rationale for Marketing Objectives
Our marketing objectives are based on the key problems, opportunities, and
insights that Bacinos currently holds. Many people do not know what Bacinos is or
what it sells, including people who live in the area. Our objectives can be reached
by utilizing different tactics and by using social media effectively. We want Bacinos
to stay on top of the consumers mind.
Many people use social media to talk about and communicate with their favorite
brands. Bacinos is currently lacking a strong social media presence. We need to
increase use because the target audience keeps up with trends and social media is
one of them. An increase in social media will allow Bacinos to see what people
love about it and what they should work on. It also has the potential to get new
people interested in visiting Bacinos. Not only will this be a good place for the
consumers to communicate, but also for Bacinos to spread its message. It can
share its story through the use of strong social media. It would be a good way to
let the community know of how much Bacinos contributes to the community. All of
this, in turn, can turn into sales.
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Communication Objectives
Establish a connection between real ingredients and Bacinos.
Increase overall awareness and brand recognition of Bacinos.
Rationale for Communication Objectives
Our communication objectives come very naturally to Bacinos. PositioningBacinos as the pizza and brand with therealingredients would fit perfectly with the
target audience because they care about what goes into their food. They do not
worry about cost as much as they do about health. The pizza at Bacinos is made
with the best ingredients. It is made of 100% real Wisconsin cheese. Only fresh
vegetables and homemade sauce from scratch are used. This message needs to
be stronger for Bacinos.
Giving Bacinos brand recognition will help its customers be loyal consumers. It will
stimulate the desire of having a fresh, delicious Bacinos pizza.
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Advertising Objectives
Build emotional connection with Bacinos.
Traditional, but a fun and open place to be.
Establish a clear, strong brand message: The freshest pizza in Chicago.
Fresh Ingredients
Rationale for Advertising Objectives
Bacinos has not been connecting with its customers on a personal level as a
brand. To be successful, we need to develop an emotional connection through
sampling and events.
Another way to build emotional connection is to use social media to keep
customers aware that Bacinos is involved in various community events and
sponsorships.
Establishing a strong and clear brand message will keep Bacinos in the minds of
loyal customers and attract new customers.
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Strategies & Key Sell ing Ideas
Position Bacinos as the pizza and brand with the freshest ingredients
Creating special partnerships / using events to attract target
Highlight community service that Bacinos takes part in
Managing Twitter and Facebook pages constantly to be in constant
communication with its customers
Building a relationship with customers
Key Selling Ideas:
Bacinos deep dish pizza is unique because it is made with fresh, natural
andrealingredients.
It is different than the average pizza placea Chicago family-owned
business that has been around many years and truly values its customers.
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Creative Brief
Key Message Elements
Great taste: Best tasting pizza in the Chicagoland area
Quality ingredients: All ingredients are fresh and pizza is made with 100%
Wisconsin cheese. (No Filler)
Friendly atmosphere: All restaurants offer a great place to enjoy a meal with
family and friends.
The Bacinos brand will emphasize great tasting pizza that is made withreal
ingredients. This message will work best with this target that values quality food as
part of their lifestyle. The tone of the message will be welcoming, which will
encourage new customers to try something different. When consumers think of
great pizza, they will think of Bacinos first. Bacinos is not the cheapest pizza on the
market, but the quality of the Bacinos product will convince the customer to spenda little extra for better pizza.
Most Important Message:
The most important message to get across to the target is that Bacinos offers
everything they are looking for in a pizza without the questionable ingredients
competitors use. This is a pizza that they will enjoy and feel good about eating.
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Creative Brief (Cont.)
Primary Medium
In order to best reach our target audience we should focus on online advertising along
with creating a presence on social media outlets and print ads.
It is in Bacinos best interest to establish a fan page for our target audience to access
which offers deals and specials. Banner ads would also be greatly effective, not only
Facebook, but health sites and Twitter. This not only reaches our target audience butalso our secondary group as well.
A good number of people who are frequent buyers of Bacinos products are younger
than the target market and are higher users of digital/social media.
Ex: the secondary market in the Lincoln Park location is college students, primarily
females, who spend hours on Facebook and Twitter.
Another important task is changing the layout of the Bacinos website and adding an
appeal and structure that makes it nice to look at and easy to navigate. We want to
make people who access the site hungry as they venture through it.
Secondary Medium
Bacinos can also reach the target audience through print ads. Each ad would be placed
in a Tribune and Red Eye along with the websites. Men and women ages 20 through 40
have a high readership of these papers.
Toward the higher end of our scale, there are people who may be concerned with theirweight or are trying to making lifestyle changes that might find an ad about a Heart
Healthy alternative to something they may be accustomed to rather enticing. Using
images that emphasize freshness accompanied with good times and great taste is our
main goal with these ads.
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Creative Brief (Cont.)
Visual Goals
Portray the appealing look of Bacinos pizza and its ingredients (at both Bacinos
locations)
Show the wide variety there is to choose from on Bacinos menu
Display the elegance and grandeur of wines along with all of their accolades and
awards
Instill a sense of excitement when people see Bacinos name while also getting
across that you do not have to sacrifice great taste for healthier choices
Image of Bacinos pizza with a hearty and rustic element to everything,
surrounded by whole ingredients that states Bacinos Real Tastes Better
Why these ads workThese approaches are best because they hit the target directly with images of a
better quality pizza. They speak to a consumer base that is very interested in
keeping a better diet ofrealfood and it will intrigue them. The combination ofreal,
better, and taste will create a desire or curiosity that will lead the target consumer to
Bacinos.
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Tactics
General Tactics
Print ads and CTA ads that point out that Bacinos uses 100% fresh ingredients all
the time (consumer is aware of competitors who do not). Encourage listeners or
viewers to taste the difference that fresh and all-natural ingredients make.
Well-designed graphics and posters with professional photos of Bacinos Pizza
and Real Tastes Better slogan hung on restaurant windows.
Offer a contest on Facebook in which three winners who like the official Bacinos
Facebook page will receive one free any-topping large pizza of their choice.
Create an online buzz by encouraging customers to post positive reviews of the
restaurant on Yelp, Facebook, and Citysearch. Create a Bacinos Twitter page and
a Twitter contest that offers a free pizza to a random tweeter.
Visibility Tactics
Hire an outgoing worker to stand outside of the restaurant, offer promotions
and educate potential customers about why Bacinos has the best pizza.
Offer free samples outside of the restaurant
Offer taste tests at events compare Bacinos to other leading competitors
such as Lou Malnatis and Ginos East
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Slogan/ Tagline Redesign
From Americas 1st Heart Healthy Pizza! to Real Tastes
Better
Emphasize the use ofrealingredients.
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Website Redesign
Make it more concise
Separate Bacinos and Bella Bacinos into TWO separate websites instead
of four (separate identities)
Update to have a more modern and hip feel
Better connection to social media (Facebook & Twitter)
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Advertising Elements
Tribune
Weekly readership: 957,212
Red Eye
Weekly readership: 909,840
Integrate new slogan with creative work
Red Eye/Insert Full-page Ad - copy that also emphasizes the use ofreal
ingredients.
Tribune Ad
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Sample Ad
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E-Mail Lists
Join the Family cards
Hand them out with bill
Offer 10% off coupon for providing information
Gives opportunity to contact customers and get them to come back with
promotions/deals/new products
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Partnerships
Whole Foods/Trader Joes
Sell frozen pizza stores
Taste of Chicago/ Lincoln Ave.
Green House Theater Center
Flyers that recommend Bacinos
Coupon with tickets
DePaul University
During events (Sports, Arts/ Performances)
Coupons with Tickets
Provide Pizza at Events
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Social Media
Update Facebook
Contest
Use feedback/ Community Involvement
Foursquare
Personalize page
Use to promote specials
Virtual Loyalty Program
Post pictures on Twitter
Questions with incentives
Keep Dialogue with consumers
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Contests
Tweet #freebacinos for a chance to win a large pizza.
Quarterly Contest: Anyone who likes Bacinos will automatically be
entered to win any large pizza.
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SEO
Typing in best pizza in Chicago on Google leads us to many Top 25 lists from
magazines and blogs. Google Maps lists 7 pizzerias and BellaBacinos comes up
7th. We need to boost the SEO of Bacinos so that it comes up when typing in
places for pizza in Chicago, deep dish pizza in Chicago, etc.
SEO Success Pyramid:
Keys to improving SEO
-Always monitor where Bacinos stands
-Use keywords appropriately (behind images will help)
-Create a Site Map
-Update content regularly
-Use links on Social Media
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Average Cost of SEO Consultant
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Event Marketing
Offer a taste test. Whos ingredients taste the freshest or tastereal?
This can be done at events Bacinos is frequently involved with (Taste of
Chicago, Taste of Lincoln Ave., etc.)
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Sampling
Samplings will take place outside of Bacinos.
Hire one person for certain days during October (National Pizza Month).
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Gueri l la Marketing
Chalk Art
Street Teams: handing out promotional items by cta, DePaul campus, etc.
Pizza Tasting Comparison
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Estimated Budget
Channel Cost
SEO $1,000
Newspaper Ads $8,000
Event $4,000
Digital $2,000
Partnerships $5,000
Guerilla Marketing $5,000Total $25,000
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Media Schedule
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Spot
SocialMedia
Face-bookContest
Contest
EventMarket-ing
GuerillaMarket-ing
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With a Higher Budget...
A reservation/ordering app for phone or through website.
Consultant for SEO
Television Commercial
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CTA Banner
CTA EL Banner Call to Action - get off at Fullerton stop
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CTA Banner (Cont.)
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Summary
Campaign speaks to men and women (20-40) about real and fresh ingredients.
Connects through various outlets
Always connected online through social media
Interaction with the brand will help Bacinos connect with consumers (awareness/
recognition)
Overall, the campaign meets all of the objectives: to build brand awareness,
increase sales among men and women, increase connection between Bacinos
and real ingredients.
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