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pieology 1 Table of Contents 3 Pieology History 34 Media Plan 4 Executive Summary 34 Details 6 Situation Analysis 35 Strategies, Rationale 7 Competitors 36 Flowchart 8 SWOT 38 Social Media Plan 9 Research 38 Local - Objectives, Strategies 10 Barriers 39 Twitter 11 Objectives 40 Instagram, Snapchat 12 Target Market 41 Facebook 14 Campaign 42 Corporate - Objectives, Strategies 16 Big Idea 43 Instagram, Twitter 18 Tagline 44 YouTube, Corporate Blog 20 Creative Gallery 45 Facebook 22 Promoted Video: 30 46 Public Relations Plan Pieology 24 Promoted Video: 15 46 Rationale, Objectives, Strategy In 2011, Carl Chang noticed a problem in the pizza industry: pizza 26 Grand Opening 47 Press Release 28 Contest 48 Evaluation has become more of a convenience food rather than a celebration 29 Website Landing Page 50 Budget between friends and family. This issue sparked Chang to establish his 30 Billboard 52 Conclusion own pizza restaurant, one that would not only bring people together 31 Banners 56 Appendix but allow customers to create their own customized personal pizzas. 32 Snapchat, Instagram, Facebook Today, all customers of Pieology are considered Pieologists. Each 33 Magazine, Pieology App restaurant caters to its community to enhance the experience. With locations spread out in multiple states and an expansion plan to grow 2 the chain, the brand is ready to step up to the next level. 3 And, Although Pieology wants to inspire creativity within its customers, consumers miss that message. In the industry, Pieology and the rest of the competitors in the competitive Executive Summary landscape all face the same issue: a minimal focus on the company's differentiation. When asked about what makes Pieology stand out, very few consumers could think of something, and even those who were able to were unable to give concrete answers. The problem is simple, yet difficult: develop something that differentiates Pieology from the rest of its competition. This is where we started. This was our challenge. Lucky for us, Pieology is “the study of custom pizza,” so as a collective whole we came It all starts with a ball of dough. together as a study group to learn everything we could about anything we could find. Throughout weeks of research, we were able to use the $120,000 budget to develop a four- In the fast-casual pizza industry, that ball of dough is pressed into the form of a perfect month campaign that not only stays true to what Pieology wants to accomplish as a company, base that is then topped with fresh ingredients, only to be baked in an oven to become a but also a campaign that uniquely defines Pieology as an established brand to the consumer. delicious pizza. At Pieology, this is more than just a pizza. It is more than just a meal. It is a We have used our creative expertise and strategic tactics to ensure that this campaign will celebration of a masterpiece--a work of art--created by the customer. With a wide array of highlight the values that make Pieology unique. toppings and billions of different combinations, each customer has a special touch to the simple pie, whether it is trading the red sauce for garlic herb butter, stepping up to handle Grab your toppings. It’s time to get to work. the hot and spicy chicken, or skipping out on the garlic because they have a blind date later. Whatever the case may be, each consumer was inspired by something to create the pizza they ordered, whether they see it or not. You don’t have to be an artist to create a masterpiece. 4 5 Competitors Blaze Fast-Fire’d Pizza Situation Analysis Arguably taking the throne away from Pieology as the market leader for fast-casual dining pizza, Blaze has become the fifth largest pizza chain in the United States directly With the country becoming more health-conscious but still wanting to keep the convenience, behind Pizza Hut, Domino’s, Little Caesars and Papa John’s. Over the past year, it the fast-casual industry has become one of the most popular trends to follow today. As one opened 55 new locations in 25 new states, leading the brand to have a 205 percent increase in sales with it reaching over $100 million. With these reports, the brand of the leaders in the fast-casual dining pizza industry for the past five years, Pieology was holds the top spot for highest sales. For 2016, the company is looking to open another able to establish itself as a brand before the market became saturated with new fast-casual 96 locations with one of them expanding outside the country to Toronto. pizza joints popping up left and right. Inside the industry, there are more than a dozen nationally recognized fast-casual dining pizza brands with Pieology, Blaze Fast-Fire’d Pizza and MOD Pizza leading the category. Over the years, the market for fast-casual pizza has rapidly grown, especially with millennials. Although the brand got its foot in the door MOD Pizza as an established brand in the industry, Pieology is not the unstoppable market leader it Right below Blaze Pizza as one of the leaders in the fast-casual pizza industry is MOD Pizza. With a 131 percent sales gain over the past year, MOD takes the second place once was. The competition has become much more fierce as each brand is looking toward pedestal, as Pieology comes in third with a 67 percent sales gain. MOD has built a expanding and differentiating itself to survive. Only the strong brands will conquer within reputation for itself with its refreshing lemonades and milkshakes. These beverages the next couple of years. add to the experience because no other brand puts a large emphasis on any other aspect besides the pizza. MOD’s lemonade is made fresh everyday. On top of that, the brand is home to the Monster Pizza, which is essentially two pizzas stacked on top of each other, making the crust thicker. 6 7 Research How often do you visit a fast-casual pizza S W O T restaurant (ie. Pieology, Blaze etc)? • 1 of the 3 most successful • Minimal differentiation • Expansion can create a vital • Other competitors are seeking Survey Monkey brands in fast casual pizza between Pieology and all other message associated with the to expand • Expanding faster than other brands in the category brand • There are many different brands in the industry • Audience has little • Strong focus on community pizza places offering the same • Strong connection to understanding of Pieology’s building and CSR “product” as Pieology What is the primary influential factor in picking your pizza communities and charities USP • Looking to set up a rewards • Heavy competition place? Rank in order from most influential (1) to least (5) • Strives to be seen as a genuine, • Lacking a strong cohesive program that has community • Potential new competitors to honest brand message between Pieology and involvement the marketplace • Developed a strong its customers • Currently, fastest growing • relationship with Panda • Lower amount of topping industry (great for expansion) Express options as competitors • Stone fired grilled pizza • Fresh ingredients Which of these pizza places FIRST comes to mind when you decide to go out to dine? 8 9 Objectives Barriers 1. 80% minimum positive target audience brand and Grand Differentiation The fast-casual dining industry is one of the fastest growing industries today because of its rapidly growing popularity. Many Opening awareness entrepreneurs are looking to start a business in fast-casual dining, which is why there are so many different brands for fast- casual pizza. However, since the trend is so popular and new, many brands put little focus on differentiating themselves from 2. Grand opening sales goal achievements: competitors. If one were given a pizza from each brand without the knowledge of which was made by whom, very few people 15% increase above average new grand opening locations would be able to accurately point out the differences between brands. Each brand believes they have found their niche. Blaze believes it’s the only brand to use a stone fire oven to cook its pizzas and MOD believes its delicious lemonade will retain 60% in total sales its customer loyalty. When, in actuality, this is not significant enough to resonate with consumers. This is where creating an experience comes in for Pieology. The food is what the customer wants, but the experience is what makes them stay. 3. Substantial new, local 4 and 5 star online reviews 20% increase in online rating reviews Location proximity One of the biggest factors when it came to consumers deciding which fast-casual pizza restaurant to go to was the convenience of which one was closer. Because of the minimal differentiation between all the brands, many people are accustomed to not 4. Extensive local Social Media engagement and fan growth feeling an experience, so they do not care about which one they choose. Many brands do not have as many locations as 18% increase across all social media platforms Pieology; however Blaze and MOD Pizza both have more locations than Pieology. Grand openings of new locations are Develop a strong, local social media account for specific going to play a huge role in getting the target audiences excited about the brand, and informing that there is a closer one than they might realize. locations Low customer loyalty 5. Good understanding within the community of Pieology’s As a result of low differentiation and consumer’s preference to the closer location, the industry has developed low customer unique selling points (USPs) loyalty. Very few people are solely committed to one single brand, which can be a positive because not many people are loyal to a brand.

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