pieology

1 Table of Contents

3 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 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 . 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 , Domino’s, 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 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. But, this can also be an issue because other brands may also realize this soon, so Pieology will have to act soon to make an impact on our target audiences. 10 11 Target Market Fresh Finders Ages 18 - 35 Primary: Fresh Finders Moderate social media users Staying up-to-date on current events and pop culture, this group of people want to maintain being “fresh” by finding the hottest places in town that won’t break the bank. They like to splurge every once in awhile, but generally stick to spending Quality oriented minimally. Fresh Finders are spontaneous, but pledge loyalty to establishments that treat them well to a good time. Though Trend focused they do not want to stick to the regular and be caught in a rut, they spend time looking up reviews for places that they are interested in eating at on Yelp and other review sites. And, while living a healthy lifestyle is what they strive for, they compromise by the quality of the meal itself. Independence Seekers Secondary: Independence Seekers Ages 15 - 18 Whether it is the beginning or the ending of their high school career, these teens are looking for things to do with their newfound independence. It is the independence that they receive such as later curfews or a license to drive that makes this Heavy social media users target audience crave for an exciting lifestyle. However, this lifestyle comes at a price of not being able to slow down for long Price oriented periods of time. Full-service restaurants do not appeal to them because they are too expensive and take too long to get in and Entrepreneurially focused get out. This is where Pieology comes in because it is fast enough for them to eat and continue moving, while not dropping to the low quality of fast food.

Tertiary: Convenient Parents Balancing work and home life, these parents do not have a lot of time to spare. Coming home from work to feed the kids, Convenient Parents do the laundry, clean the house, mow the lawn, etc. can be a lot for only two people, and, somehow, they are supposed to Ages 35 - 45 squeeze eating in there. They know eating at home is the cheapest option--but that involves prepping, cooking, and cleaning after--and they don’t want to feed their kids greasy fast food. They are searching for a happy medium between that will give Light social media users them quality and speed, two things that full-service and quick-service restaurants do not have. Convenience oriented Traditionally focused 12 13 Campaign

At Pieology, customers aren’t just coming to satiate their appetites, they are coming for the inspiring customer experience. From the fresh ingredients to the welcoming ambience, Pieology has always been about creating an emotional connection between the restaurant and the customers. Our campaign introduces a number of initiatives that will deliver on this premise, and push heavy traffic for the grand opening of the new stores in Silicon Valley and Orange County. We plan to reach all key markets through a comprehensive social media plan as well as through traditional media placements. Our multiple creative strategies are designed to be as creative and enticing as the pies at Pieology. This will lead our key target audiences to see Pieology’s unique values as a reason to drive the extra mile and ignore the competition, we will encourage our targets to think of themselves as artists when they enter a Pieology and to create their culinary masterpiece. This campaign will enhance the Pieology name with unique and innovative ways to embrace the company’s passion for CSR while connecting with the surrounding community. This campaign is strategically designed for Pieology in order to highlight the inspirational qualities of the restaurant while driving key targets directly to the restaurant to harness their creativity into a delicious and personalized meal.

14 15 he Big Ide T a

Create the insPIEration

16 17 “Create the InsPIEration” “Create the InsPIEration” is the connection that is missing between the brand and its consumers. One of the most memorable aspects of Pieology is its inspiration wall of quotes. By taking this brand quirk and developing it to connect to the consumer, Pieology will go from simply being a pizza brand to becoming a brand that offers an experience as one enjoys a personalized pizza.

What does “Create the InsPIEration” solve? Research shows that there is low customer loyalty because of minimal differentiation between the fast-casual pizza brands. “Create the InsPIEration” develops a competitive advantage to solve this issue by taking the beloved wall of inspirational quotes and transforming it to become a connection to the consumer. Consumers will connect with Pieology as they notice that the pizza they create inspires their individuality; thereby, creating an experience for them to enjoy and grow loyalty. Your Masterpizza

18 Tagline 19 Creative Gallery

It isn’t difficult to get creative when your main goal is to inspire your audience. Our strategy is simple—create visuals and texts that will appeal to our markets across the board and strongly position Pieology as the creative and inspiring brand that it is. We have created images, copy and a grand opening event that are tailored for multiple mediums in order to ensure that these messages will resonate with the people who will hear them the most.

It all begins with the tagline “Your Masterpizza” which is the belief that at Pieology customers don’t have to be artists to create a masterpiece. This is the heartbeat to all of the creative strategies and has allowed for our team to create ideas that are as fresh as the toppings on a Pieology custom pie. We have used vibrant imagery and simplistic yet eye-catching copy in order to create a cohesive and distinctive creative plan that will make any viewer of this content inspired by the food that they are sure to go out and purchase.

20 21 Promoted Video: 30 Our promoted video post called “Masterpizza,” shows a man setting up to paint on a canvas. Meanwhile, pressed dough falls onto the pizza pan. The painter squirts the paint onto his pallet, while a Pieology employee places the topping containers into the window display. A brush dips into the paint, while a brush dips into the red sauce. The painter strokes the paint across the canvas as the Pieology employee brushes the red sauce across the pressed dough. Over time, the painter splats paint onto the canvas, and the employee drops fresh ingredients onto the canvas. The camera zooms into their facial expressions as they express focus and determination. After the pizza bakes, the employee takes it out of the oven and places it into a box. As the painter pulls away from his canvas, he looks down only to see the same pizza that was just pulled out of the oven by the employee. This ad utilizes match cuts to draw attention to the mirrored movements of the two unlikely, providing them eith an interesting watch. This will keep Pieology on the target audiences’ minds. In addition to social media, this ad will be posted on Pieology’s new YouTube channel.

22 23 Promoted Video: 15 Following the same idea as our promoted video post, our 15 second video will feature the same mirrored actions between the Pieology experience and the actions someone feels inspired doing. In this case, it is a woman designing a dress. As she cuts across the fabric, the pizza cutter rolls through the pizza to make slices. This video will be promoted through social media channels such as YouTube, Facebook, and Instagram.

24 25 Grand Opening The grand opening event will be a true cornerstone to this campaign. We hope that all who enter Pieology on this day will feel immediately insPIEred by food, their community and life. This event will be a celebration of the people in the local community and their contributions to local culture. Outside of the venue there will be local bands playing, enticing people to come in and join in on the festivities. These bands will play from open to close and we will be sure to bring in uplifting and fun musicians. The inside of the restaurant will serve as somewhat of a makeshift art gallery, where there will be local art on display and customers will have the option to purchase a particularly insPIErational piece or just admire the work of an artisan from the surrounding area. In order for this event to be captured and remembered we will also hire local photographers to take pictures of customers building their custom pies admiring the art, and relaxing to the music. At this event we really plan to also promote positive Yelp reviews by handing cards to every customer asking them to leave a review on Yelp in order to receive a free fountain drink on their next visit. Not only will this garner positive reviews because of the exciting experiences that customers will associate with the restaurant but it will also encourage them to visit the store again. These cards will also include all of the local social media handles for our now loyal customer to interact with and follow. Our hope is that by the end of the event customers will feel like they too are local artists because of the masterpizzas that they crafted within this insPIEred environment.

26 27 Contest Website Landing Page #10PIEdeas

Advances in technology have allowed a vast library of knowledge to be held in the palm of our hands. Today’s smart devices keep us connected to one another, along with keeping us informed about the latest trends, which is no wonder how our Independence Seeker demographic has become the most entrepreneurially focused. Research shows that most startup companies, nowadays, are mostly supported by Generation Z.

Pieology will use this information to its advantage by hosting the 10 PIEdeas contest. This contest will be promoted through all channels of social media. To enter, users will head to the company website and click on the contest link. From there, they will sign up either through a Pieology account (that will automatically have them sign up for the e-newsletter) or Facebook (which will automatically have them like the Pieology page). Once they are logged in to their account, users will work on the prompt of the contest to win a $500 scholarship.

The prompt is simple: What do you believe is the biggest issue in your community? Why? What is your PIEdea to solve this problem, and how do you plan to make it successful?

Users will fill out the prompt in an essay format, and share to their friends and followers on social media, using the #10Piedeas, to gain votes. The 100 most voted plans to enhance the community will move on to the next round, where a committee will review each application and vote for their top 10 favorite. The 10 finalists will each win a $500 scholarship.

28 29 Billboard Banners These advertisements will catch the The billboards use minimal copy in order to stand out on attention of key publics using the web. the highway. The first is a simple prompt with the tagline The first banner plays off of the idea that “Create your #masterpizza”. Plastered on a background one can be a master like Picasso if they use of an appetizing pepperoni pizza - this billboard is a very the tools given to them by Pieology. The easy attention-grabber. The second billboard ties perfectly second is an interactive HTML5 banner back into the idea that anyone can get insPIEred once they that allows users to build their own have the tools to do so. Showing the wide array of toppings pizza right from the ad, and order it on available at Pieology prompts customers to do just that. The the spot - enabling them to get creative! reason for the snapchat filter is very simple - it’s fun. We want The final one is a vertical banner that to generate a lot of memories during the grand opening and merges the dropping paintbrushes with the filter is a great way for people to have fun during it. pizza toppings that fall as the user scrolls, reminding them that everyone is inspired in their own way.

30 31 Snapchat Instagram Pizza is an attention grab in and of itself. Who doesn’t enjoy a good looking pizza?

Side B Side A

Facebook The promoted facebook post essentially explains the big idea and promotes the tagline at the same time. Users are invited to come in and get insPIEred!

The first magazine advertisement utilizes the tagline of creating “Your Pieology Phone App Masterpizza” The featured pizza is a visually appealing piece of art which Magazine ties back into the main theme of getting insPIEred. The second magazine advertisement is two sided. The first side plays off the idea that anyone The reason for the snapchat filter is very simple - it’s fun. We can get inspired in their own way, such as painting. When the user turns want to generate a lot of memories during the grand opening the page, they are prompted to create their own insPIEration - using the and the filter is a great way for people to have fun during it. 32 plethora of toppings as their brushes for making a perfect pizza. 33 Strategies • Throughout the four months of the campaign we will use a reach strategy in order to MediaOur first objective is to have 80 percentPlan positive brand and grand opening awareness with a strategic ensure that the goal of 80% of positive brand media plan designed to reach target audiences at key points throughout their daily lives. awareness is met. Additionally, during the first month of the campaign we will also employ a frequency strategy for the heavy push needed Rationale Our second objective is to overthrow the competition by ensuring that target markets know the call to drive traffic into the new Pieology locations. The billboard spots that we will use will both be within a 10-mile to action that Pieology is sharing with them by engaging them at lunch and dinner times during radius of the new restaurants in order to ensure easy access for their media consumption. • We will use a comprehensive media mix so that intrigued customers. key targets will be reached at optimal times using the myriad of mediums that they enjoy. The magazines were carefully selected in order to target the Convenient Parents demographic. These magazines are higher end • This media plan works to reach a broad range and created for those with larger incomes and the tastes that come Details of buyers, while also having the ability to hone accordingly. Both Orange Coast Magazine and Content Magazine Geography: Silicon Valley and Orange County in on the specific potential Pieology customer. seek to engage the reader in local culture and activities. By placing ads in these magazines Pieology will be seen as more than just Seasonality: Summertime • We will employ a bursting method throughout a franchise--the readers will see that the location is seeking to the months of June and July in order to assemble into local cultures and values and add to it with delicious Media Uses: Heavy internet, print magazine ads, video aggressively promote the grand openings. food and philanthropic endeavors. executions for internet, OOH billboards, and promoted social media ads • A pulsing method will then be set in place for Each website was selected off of research on target market online the months of August and September in order activity as well as he need for local cultures to be engaged. Research Budget: $120,000 to effectively, yet economically continue to showed that our key audiences were most frequently visiting engage potential customers. Facebook, CNN and BBC. Our plan allows for banner ads to be shown on these sites during lunch and dinner times for consumers. • Utilize promoted and sponsored posts through By using The Mercury News online and The OC Register local social media consumers will also be engaged and will get the chance to see what 34 Pieology has to offer their community. 35 Flowchart

36 37 Social Media Plan Local Our current audiences need to understand how their Pieology will become an integral function to Twitter their local community. Social media is the perfect way for audiences to follow, engage, and enjoy Function: To share quick, witty and sometimes thought- posts created by a company that cares about integrating itself into the local community. We plan provoking messages to key markets. This will be a fast method to create local social media accounts for the new locations to drive traffic through the door for the to get information to them. This will engage audiences and grand opening and also keep the community interested in the activities of their new favorite pizza allow for them to have a conversation with the brand, giving the restaurant even more personal meaning. experience. This plan outlines how social media will be used to engage all three target audiences, and create excitement and buzz surrounding the grand opening. Posts: Many of the posts leading up to opening day will be used to create hype around the grand opening festival. More and more information will be revealed about the event (but not too much!) to create buzz and excitement. Some posts will just be of an inspirational quote or image so that targets will Objectives connect to the brand’s values with these ideals. 1. Create a strong local community following across all platforms 2. Garnish strong community engagement across all platforms Sample Hashtags: #GrandOpening2016 #OCGetInsPIEred 3. Inform key publics of the grand opening events #SiliconValleyGetInsPIEred #WhatsYourInsPIEration 4. Create localized brand ambassadors Strategies 1. Use effective hashtags to ensure key publics are reached Frequency: 4-6 times per week for the two months leading 2. Create engaging and shareable content that publics will enjoy up to opening day, 3-5 times per week for the two months 3. Post frequently and during different times of day following. 4. Have all social media have a cohesive look across all platforms 38 39 Instagram Facebook Function: To create visually appealing shareable images that Function: To help develop the brand stories of both of the show off all of the food served at Pieology and the community stores leading up to their grand openings. These pages will then engagements that Pieology is involved in. Most images will be serve as community post pages where users will be encouraged tied back to promoting the grand opening in order to meet to share positive and uplifting (appropriate) things that they sales objectives. see within their community. Facebook is the medium that our audiences use the most so it is important that these pages Posts: Posts will be funny and heartwarming to show off true really allow for them to engage with the brand. brand values. All images will be high quality and artsy to tie back to the insPIEration theme. Many of the posts will feature Posts: The posts leading up to the grand opening will be “the food, while others will be about the new Pieology employees story” of the store. This page will have employee profiles and finding inspiration in their local town or just an inspirational will discuss what they do in the community. The page will also quote. These posts will create a push for traffic for the grand provide information leading up to the grand opening including opening but will also inspire the user. artists, musician and photographer profiles that users can read and enjoy. Sample Hashtags: #GrandOpening2016 #WhatInsPIEresYou #WhatsYourInsPIEration Hashtags will not be used on these posts because we want to give them as personal of a feel as possible. Frequency: 4-6 times per week for the two months leading Snapchat up to opening day, 3-5 times per week for the two months Frequency: The Facebook page will be updated daily for the following. Function: The Snapchat filter will allow for users to connect two months leading up to the campaign and afterwards it will with the brand on a personalized and comedic level. The filter serve as a community landing spot for people to discuss food allows for increased promotion of the grand opening and let’s and inspiration within the community. There will be a few the users directly share the content. posts created by the stores to stir up discussion but it is our hope that this page can serve the community in a positive way. Posts: There will be a filter available to those close to the Orange County and Silicon Valley locations.

Frequency: The filter will be available one week prior to the grand opening and one week following in order to maintain relevancy. 40 41 Twitter Function: The corporate Twitter will serve as a quick way Corporate to share exciting information about the restaurants, with information such as new openings or toppings, for users Pieology has a challenge: to maintain its local values at a corporate level. Our social media to peruse. plan wants to create fan growth for all social media accounts and create shareable content Instagram Posts: Many of the posts will include pictures and will that inspires users to engage with the company. These social media posts will invite users to Function: The Instagram account will serve as a way to visually involve a level of call-to-action. The Twitter account will get inspired by Pieology’s overall message and will create a call to action to eat a meal at their represent Pieology and its offerings. The account will be a also share links that will lead users back to the Pieology platform to share other consumer’s pies as well as to create a favorite pizza location. webpage as an incentive for them to read through the site cohesive, inspirational image for Pieology. and get to know the company. There will be fun contests on certain days such as “Tweet us the most inspirational Posts: Many of the images will be re-posts of customer’s Pieology saying you know in 140 characters or less, and you could Objectives experiences that they have shared on their own Instagram win a free custom pizza.” Such contests will allow for 1. Increase traffic across all social media platforms accounts. These will include custom pies that consumers have users to directly engage with the brand while also creating 2. Increase engagement across all social media platforms made as precious family moments shared at Pieology. On Strategies heavier social media traffic. 3. Create a larger fan-base for the social media platforms some days, there will be an incentive to tag friends in a photo 4. Develop customer loyalty and advocacy 1. Create content that users can easily share with friends in the hopes to gain traffic from those who aren’t necessarily Sample Hashtags: #InsPIEreUs #MasterPizza 2. Use hashtags to effectively target key publics following the account. There will also be inspirational quotes 3. Engage users with thoughtful content and images shared to really emphasize the the InsPIErational Frequency: The account will be updated 3-5 times a week. 4. Show Pieology’s USP’s through unique modes of storytelling message.

Sample Hashtags: #InsPIEre #MasterPizza #FamilyMoments #InsPIEreYourself

Frequency: The account will be updated 4-5 times a week.

42 43 YouTube Facebook Function: This YouTube channel will serve as the platform on which we will run our :15 and :30 advertisements. This video will Function: Provide comprehensive and easy-to-access information be shared across all of Pieology’s social media platforms in order to about Pieology and its values. get the insPIErational message out and will encourage viewers to share the interesting content with their friends. Posts: Many of the posts on the Facebook page will lead users back to the Pieology site. The posts will share news from the site Posts: While initially the first post will be of the commercial, as well as general information for users to read. The Facebook following posts can be made to really create a personalized will also engage users will thoughtful questions such as “When experience for the audience. Fpr one week, a video could follow a have you been most inspired by someone in your community?” Pieology pizza’s journey from start to finish and another a special or “What inspires you to maintain a healthy lifestyle?” This page employee’s story could be told through video. This channel will will serve as both informational and inspirational so that users really allow the opportunity for Pieology to create content that will can get a full view of what the company is about. make the viewers see the brand as more than just a restaurant. There will be no hashtags on this Facebook account either to Frequency: Every 2-weeks a new video can be posted and also keep a genuine, personalized feel. allocated across all other forms of social media. Frequency: This page will be updated 6-7 days per week. Corporate Blog Function: Will serve as a way to share specialized stories and events that Pieology wants to highlight on its website.

Posts: The posts will range from customer and employee profiles, CSR endeavors that Pieology is partaking in, as well as tips on how to make the perfect pizza. This blog will show the ins and outs of Pieology and will give readers interesting content to read while informing them of the USP’s of Pieology.

Frequency: The blog will be updated once a week. 44 45 Public Relations Plan Press Release Rationale We understand that when it comes to the local media, it is all about garnishing positive relationships. This will be done first by placing ads in local media spots as mentioned in the media plan but secondly we plan Strategy 29 to build strong relationships with editors of local newspapers and blogs in order to ensure that Pieology We plan to reach out to media influencers within the receives all of the credible recognition that it deserves. community with a press release regarding the grand openings of the stores so that this positive media can be used to Pieology’s advantage. The press release will be sent via digital copy as well as delivered to the editor or bloggers address in a Pieology pizza box to make the release memorable. Objectives Orange County Get a news story published about the grand opening of Pieology in the OC Register Get positive reviews from local food bloggers such as OC Mom Dining, Melodi Steinberg and CallMeMochelle

Silicon Valley Get a news story published about the grand opening of Pieology in The Mercury News Get positive reviews from local food blogs such as San Jose Food Blog and YumBytes 46 47 Through our local social media plan, we will both encourage users to be brand advocates while also directly engaging on the platforms that will inspire them. Each of our localized social media platforms are designed to engage the user and to help them understand that their new Pieology plans to integrate itself as part of the community. These platforms will be measured on both fan following as well as levels of engagement. Our hopes are to create accounts with thousands of engaged followers through each medium. Evaluation This campaign as a whole serves to help communities understand what exactly a local Pieology means for them. From our creative executions to our PR plan we plan to take every opportunity to show what Pieology has to offer and how it is more than a Our campaign will be evaluated based off of how effectively we reached the objectives created for us in the original RFP. restaurant. Our plan really envelops the idea that Pieology doesn’t just want to feed empty stomachs but feed the need for passion and creativity. Those who witness this campaign will be able to clearly understand the type of company that Pieology is, and why In order to effectively measure the 80% minimum target audience brand and grand opening successes we will measure social it is well deserving of their business. We plan to send out a survey to our target audiences after the campaign in order to see if they media reaches, paid advertisement impressions and ultimately foot traffic on opening day. If the local social media accounts show have absorbed the key messages that we have given them about Pieology. substantial amounts of followers and continued growth we will know that we are targeting our markets effectively. Additionally, we will measure how many views our online banner by effectively measuring the click-through-rates and impressions the ad received. We will also measure impressions of our billboards and magazine ad impressions (including pass-along readership.) These impressions will be measured immediately following the grand opening as well as at the end of the campaign in order to correctly determine how effective media was in actually reaching our 80% target audience goal.

We plan to exceed Pieology’s target sales goals achievements through a myriad of methods that will create foot traffic for the opening day. First, our plan contains many different social media channels that will directly encourage key publics to attend the grand opening. The opening itself will be a festival celebrating the local community which is sure to create buzz and excitement for that opening day. Also, heavy ads placed across local mediums will intrigue potential customers to come out and try the pizza place with the message that has inspired them.

Through this plan, Pieology will receive an increase in positive reviews online through two different methods--experienced bloggers and the local public. Since we will be targeting local bloggers and food critics as part of our PR plan, there will be an increased online buzz about the restaurant that come from credible sources. Additionally, customers who attend the grand opening will be given cards that encourage them to leave review on Yelp in order to receive a free fountain drink upon their next visit. Since this card will be paired with the positive experience of attending the opening festival the reviews are practically guaranteed to be positive. These Yelp reviews will be measured the week after the grand opening and will be judged based off of increase in numbers as well as positive praises for the store.

48 49 We believe that with our current budget breakdown we will maximize ROI and use every cent to ensure that target markets get insPIEred by Pieology’s message:

The largest media cost will go toward online advertising, since our research indicated that all of our target markets were heavy internet users we found it best to allocate 30 percent of the overall budget to make sure that audiences are hit with Grand Openings, $12,000 numerous ads throughout their day. We will place these ads on some major internet sources and we want to make sure that Agency Fees, $14,400 this primary medium conveys our message and does so consistently and effectively. Spending a large amount on internet will prove to be effective in the long run because it is the medium that will make the most impact with our audiences. Budget The next part of the budget will go towards placing OOH billboards in places that will create the maximum amount of impressions. This is our second largest expenditure at 25 percent of the budget as we want to really place these ads where targets will see them the most and we hope to keep these running for a few months. Since these billboards convey important Production Costs, $18,000 messages we want to make sure that the budget allows for them to be seen in optimal locations. Agency Fees 12% Our print budget remained relatively small at eight percent as we plan to only advertise in Orange Coast Magazine and Content Magazine. These will be expensive full-page and double-page ads however, we found that we can still make an Online 30% Online, $36,000 impact with print even while keeping the budget smaller. Print, $9,600 The grand opening events will take up 10 percent of our budget just so we can ensure that we can get local bands, artists and OOH Billboards 25% photographers to join in the fiesta. This will also cover the costs of any additional decor or papers required for the grand openings. Print 8% All of these media placements would mean nothing without the creatives that will ultimately hit our message home. This part of our budget will be at fifteen percent and will cover the costs of producing our two commercials, creating the print Production Costs 15% and banner ads, creating the social media ads as well as creating the billboards ads. OOH Billboards, $30,000

Finally, we charge our standard 12 percent agency fee, because we at Jackman + Reynolds need to afford our Pieology Grand Openings 10% outings!

We have allocated this budget specifically with Pieology in mind and we are confident that these numbers will lead to substantial ROI’s based off our extensive research. 50 51 Conclusion So, what is your Masterpizza?

Currently, Pieology is facing the same problem that its competitors are having: there is minimal differentiation between the different fast-casual pizza brands. Through our research, we have found a lack customer loyalty between the brands because consumers do not have a connection to one specifically. They go to the brand they already do because of factors such as location proximity. “Create the InsPIEration” not only capitalizes on a brand quirk, but also defines Pieology as a brand that inspires individualism.

Overall, we will use the $120,000 budget to generate higher fan and consumer social engagement and revenue as well as give Pieology the differentiation factor it needs to thrive in the competitive industry it is in. Through clever promoted video posts and interactive local community executions, this campaign will establish Pieology’s position within the industry. Yes, the industry is becoming more saturated with new brands joining the market, but it is only a matter of time before there are only a handful of fast-casual pizza brands. Pieology has the potential to remain as one of the leaders in the industry.

All it takes is a little insPIEration.

52 53 Taylor Espinoza Creative and Design Ryan Rodriguez Account Service Planning

Jessica Nawrocki Media Planning and Buying Noah Rashba Research and Strategy

Create the insPIEration 54 55 14. “Reed Rodriguez Ethnographic Interview.” Personal interview. 10 Apr. 2016.

16. Jackman& Reynolds. “Pieology Research Survey.” SurveyMonkey. N.p., 5 Apr. 2016. Web. 02 May 2016. 1. I identify as a.... 2. What is your age? 3. What is your ethnicity? (Please select all that apply.) Appendix 4. What is the primary influential factor in picking your pizza place? Rank in order from most influential (1) to least (5) 1. Jennings, Lisa. “A Tour of Fast-casual Pizza in LA.” Blaze Pizza, MOD Pizza and Pieology Leading in Fast-casual Pizza Race. Reporter’s Notebook, 5. Which of these pizza places FIRST comes to mind when you decide to go out to dine? 16 Sept. 2015. Web. 02 May 2016. 6. When you go to a casual dining restaurant (ie. Chipotle), do you usually...? 7. How often do you visit a fast-casual pizza restaurant (ie. Pieology, Blaze etc)? 2. Morgan, Blake. “NOwnership, No Problem: Why Millennials Value Experiences Over Owning Things.” Forbes. Forbes Magazine, 1 June 2015. 8. Do you follow Pieology on any social media platforms? If so, which ones? (Check all that apply) Web. 02 May 2016. 9. If there were 2 pizza places that had the same price, same distance away from you, and same basic food offerings, what would be the MOST influential factor in picking one over the other? 3. National Restaurant Association. Restaurant Industry Forecast. Washington: Natl Restaurant Assn, 2015. Web. 10. Finally, if you have been to Pieology, what adjectives would you use to describe the brand? If you have not been, then put N/A

4. Lutz, Ashley. “5 Ways Millennials’ Dining Habits Are Different from Their Parents’” Business Insider. Business Insider, Inc, 25 Mar. 2015. Web. 02 May 2016.

5. Visual Graphic Systems. “The Female Demographic Proves to Be Lucrative for the QSR and Fast Casual Markets.” Vgsonline. N.p., n.d. Web.

6. Great Speculations. “How The Fast Casual Segment Is Gaining Market Share In The Restaurant Industry.” Forbes. Forbes Magazine, 23 June 2014. Web. 02 May 2016.

7. Yahn, Denise Lee. “2 Target Markets for Restaurants.” QSR Magazine. N.p., Nov. 2011. Web. 02 May 2016.

8. Taher. “What Are The Eating Habits of Gen Z? - Taher, Inc. Food Service.” Taher Inc Food Service. N.p., 27 July 2015. Web. 02 May 2016.

9. “How Much Does Billboard Advertising Cost?” How Much Does Billboard Advertising Cost? Entertainment & Humor, Business, 23 Sept. 2013. Web. 02 May 2016.

10. “Blaze Plans to Grow to Fifth Largest Pizza Chain.” QSR Magazine. N.p., 22 Mar. 2016. Web. 02 May 2016.

11. Tristano, Darren. “The Continued Rise Of Fast-Casual Pizza.” Forbes. Forbes Magazine, 6 Apr. 2016. Web. 02 May 2016.

12. Chang, Carl. “Carl Chang Q&A.” Personal interview. 14 Mar. 2016.

13. Yelp (37) 56 57