TWOTWELVE° TABLEOFCONTENTS

03. EXECUTIVE SUMMARY 04. CAMPAIGN OBJECTIVES 05. BRAND OVERVIEW 06. COMPETITIVE LANDSCAPE 08. TARGET AUDIENCES 09. CREATIVE STRATEGY 10. BIG IDEA 14. OUT OF HOME 16. VIDEO 18. DIGITAL 20. SPECIAL EVENTS 23. EMPLOYEE TRAINING 24. SOCIAL MEDIA 30. MEDIA STRATEGY 32. MEDIA SCHEDULE 33. BUDGET 34. EVALUATION 35. SUMMARY

CHAPMAN UNIVERSITY | PRA-497 AD CAMPAIGNS | SPRING 2016 KATHERINE BEIGEL, ETHAN HAUSSER, LUKE HEGEMAN, STEPHANIE PFINGSTON BOOK DESIGN BY ETHAN HAUSSER EXECUTIVESUMMARY

At 211 degrees Fahrenheit water is hot. At 212 degrees it boils. Just like the extra degree it takes to make water boil, we at TwoTwelve Advertising will go that extra degree to make sure the brand is taken to the next level. Our strategy is to differentiate Pieology in the fast casual market by giving people and Pieology itself the platform to savor moments together and celebrate food and each other. With personalized relationships we can create meaningful and easily trackable engagement to increase your social media following, boost the Pieology brand’s name, establish a foothold in each established and developing location and ultimately to increase Pieology’s profits

… because money is good for business.

With such a rapid expansion on the horizon for Pieology we will diligently work in cooperation with all parties to best be prepared for it. Our plan will help fuel Pieology’s explosive growth while forging a deep, lasting connection with the communities closest to it.

TWOT WELVE° Stephanie Pfingstenaccount executive Katherine Beigel creative director Luke Hegeman director of strategy Ethan Hausser director of media

PIEOLOGY | STRATEGY | PAGE 3 CAMPAIGNOBJECTIVES

1 2 3

OBJECTIVE OBJECTIVE OBJECTIVE ONE TWO THREE GENERATE A MINIMUM 80% ACHIEVE A SUBSTANTIAL AND ENGAGE THE SURROUNDING POSITIVE BRAND AND GRAND FAVORABLE PRESENCE ON YELP COMMUNITY AND BE OPENING AWARENESS AND SOCIAL MEDIA RECOGNIZED FOR OUR USPs

Beginning one month prior to opening Garner a Yelp rating of four stars or Meet engagement quotas on social and continuing at a specified rate higher and accumulate a favorable media and at publicity events, for three months thereafter. Opening and engaged social media following collaborate with community leaders week sales goal is $40,000 within the local community and institutions, and gain market control over local fast-casual pizza

PIEOLOGY | STRATEGY | PAGE 4 BRANDOVERVIEW

Pieology Pizzeria, headquartered in Rancho Santa Margarita, California, is a privately owned that specializes in 11.5 inch, thin crust with unlimited combination possibilities. Carl Chang founded Pieology in 2010 and opened the first location in Fullerton, California in hopes of breathing new life into pizza with toppings and combinations unique to each culture, community and individual.

Pieology is a place where people can come together as a community and savor the moment together. The company, like its toppings, is inspired by people, cultures, and ideas, and reflects the unique flavor of each community. By celebrating individuality and community through pizza, Pieology strives to change the way people think and feel about pizza.

Pieology has proven itself a true pioneer as one of the first fast casual pizza chains, and is the fastest growing restaurant chain in the United States, with 106 locations currently open and plans to increase that number to 500 within the next several years.

PIEOLOGY | STRATEGY | PAGE 5 COMPETITIVEANALYSIS

The exploding fast-casual pizza category is filled with companies trying to emulate the “Chipotle-style” of interactive, build-your-own ordering. In the crowded competitive landscape, Pieology, and MOD Pizza have emerged as front-runner,s while a host of smaller, local franchises hope to capitalize on the burgeoning market.

PIEOLOGY BLAZE PIZZA MOD PIZZA CREATED: 2010 CREATED: 2011 CREATED: 2008 PIZZA SIZE: 11.5” PIZZA SIZE: 11” PIZZA SIZE: 11” UNLIMITED TOPPINGS: Yes UNLIMITED TOPPINGS: Yes UNLIMITED TOPPINGS: Yes SIGNATURE PIZZAS: Yes SIGNATURE PIZZAS: Yes SIGNATURE PIZZAS: Yes BEER AND WINE: Select locations BEER AND WINE: Select locations BEER AND WINE: Yes LOCATIONS: 106 LOCATIONS: 105 LOCATIONS: 90+ SALES INCREASE IN 2015: +67% SALES INCREASE IN 2015: +205% SALES INCREASE IN 2015: +131% BACKED BY: Panda Express BACKED BY: Wetzel’s Pretzles BACKED BY: Dunkin’ Donuts NOTES: Seen as pioneer of NOTES: Keeps things fast and fun NOTES: Expanding to UK; sells category; currently market leader for Millennial audience; main customizable milkshakes; focus competitor in marketplace on “family-friendly” tone

PIEOLOGY | STRATEGY | PAGE 6 SWOTANALYSIS

STRENGTHS WEAKNESSES

• Pioneer in category • Complaints of poor customer service • Established infrastructure • Lack of relevant brand ambassador • High brand awareness • Small social media following • Financial support and backing from • Most stores lack beer/wine selection Panda Express • Undefined USP • Localized topping selection • No international presence • Largest crustS size (11.5”) in category W

• Category packed with competition • Front-runner of fastest growing • Consumer trend towards healthy restaurant category eating and lifestyle • Continued expansion to new markets • Fast-casual market crowded in O general T OPPORTUNITIES THREATS

PIEOLOGY | STRATEGY | PAGE 7 TARGETAUDIENCES

Everybody loves pizza. It’s a delicious comfort food that gathers friends, families and communities around a table. It’s inexpensive, tasty and customizable which makes pizza appeal to a very wide audience. We at TwoTwelve Degrees understand all the reasons why people love pizza, and we also understand that Pieology aims to be an inclusive and comfortable atmosphere for everyone. With this information in our tool belt, we conducted research to identify specific target audiences that would give Pieology the best chance to grow its consumer base as the brand continues to expand.

Our research found there are 83.1 million millennials in the U.S., representing more than a quarter of the U.S. population. Research by Morgan Stanley found that millennials dominate fast casual dining comprising 51% of fast casual customers, with 53% eating out at least once a week compared to 43% of the general population. More importantly, millennials’ values align with those of Pieology. Morgan Stanley found that millennials increasingly want food with ethics. Elite Daily and millennial research specialist Dan Schawbel found that 75% of millennials would rather purchase from brands that support local communities than those who only conduct business for a profit. Furthermore, millennials are the most active online and on social media, making them easily reachable and trackable by analytics.

Finally, millennials are the trendsetters of all industries, especially food. They have $200 billion in buying power and heavily influence older generations. Sixty-two percent of millennials said they are more likely to be brand loyal to companies who engage them over social media and 60% said they are always loyal to brands they currently purchase. The sooner Pieology builds a relationship with millennials, the better because they will continue to purchase from Pieology as an adult.

PIEOLOGY | STRATEGY | PAGE 8 Our secondary market for Pieology is parents in their 30s to mid 40s with school-aged children. Sixty percent of students 6-17 are involved in extracurricular activities. This target market has the added benefit of parents involved in their own work and social circles as well as those of their kids. Because Pieology aims to “feed community, nourish creativity, and bring people together,” this secondary target audience is a perfect fit because it bridges the gap between Generations X and Z. Between our primary and secondary target audiences, Pieology has the opportunity to reach 65% of people in the U.S. and can impact their communities through Pieology’s dedication to helping local organizations. PRIMARY AUDIENCE: YOUNG MILLENNIALS As members of the most sought-after marketing demographic, our Young Millennials are used to aggressive advertising, and prefer brands that allow them to connect on a more personal level. In their late teens through mid 20s, these young adults are very active online, especially on social media, and tend to value things like quality, healthiness, and customizability over price or convenience.

SECONDARY AUDIENCE: ACTIVE ADULTS Our Active Parents audience is comprised of parents in their early 30s through late 40s who have school-aged children at home. These parents tend to be active and very involved in their community, and are always on the lookout for ways to enjoy time with their family. While their income may vary, they always appreciate a good deal—especially if it does not come at the expense of quality.

PIEOLOGY | STRATEGY | PAGE 9 CREATIVESTRATEGY

APPROACH The fast-casual pizza category is heavily saturated and expanding rapidly. The biggest takeaways from our research were that consumers, especially millennials, want more than good food; they seek ways to feel connected to their favorite brands and those they care about most. They value authenticity and expect brands to give back to society. The strategy, which runs through every aspect of our campaign, is founded in these principles that customers value most. By highlighting Pieology’s commitment to supporting local communities, customers will recognize Pieology as a brand that impacts lives and futures, because we’re more than just great pizza. STORY Pieology is not simply a pizza restaurant - it’s a place where communities gather and celebrate their successes, their hardships, life milestones and simply the joy that comes from being together with people you love. Through Pieology’s support of local organizations in the community, we hope to inspire individuals to reach out and help one another because together the world can be a better place. VOICE To position Pieology as the neighborhood spot for friends and family to gather and celebrate great food, we will use playful, welcoming, bright, cheerful, and inspiring tones to illustrate the inclusive community Pieology aims to create. SAVOR MOMENTS TOGETHER BIGIDEA

“SAVOR MOMENTS TOGETHER”

CONCEPT We want communities to feel a personal connection to their local Pieology that no other pizza brand can replace. Each Pieology restaurant reflects the interests and passions of the community around it. Locals have traditions, unique memories, and relationships that revolve around their neighborhood Pieology. This is where teams come to celebrate their wins, families celebrate reunions and milestones, and students make lifelong memories with friends. TwoTwelve Degrees will facilitate this emotional connection between Pieology and its guests through community centric messaging, local art and memorabilia, and events that give back to the community. PROBLEM SOLVED There is no restaurant chain recognized nationwide for truly uniting and supporting local communities. Many mom and pop restaurants hold the title in their neighborhood as the go-to restaurant where families celebrate special occasions together, however the extent of this connection never spreads beyond the local community. Pieology has the desire and resources to fulfill this position in communities nationwide, and this can be achieved through our big idea to savor moments together.

PIEOLOGY | CREATIVE | PAGE 12 CAMPAIGNTONE

PLAYFUL We’re a fun bunch! Use those creative juices and “play” with your food by trying different combinations of your favorite ingredients. We never take ourselves too seriously and we welcome novelty and imagination. WELCOMING Everyone loves pizza. That’s why Pieology is an inclusive environment for people of all ages and all walks of life. BRIGHT We’re bold, colorful and energetic. Through store lighting, décor, fresh ingredients and the twinkle in employees’ eyes, guest will feel energized in our lively environment. CHEERFUL Happy, energetic, jolly – say it however you like but when guests enter Pieology they’ll be greeted by cheerful employees and bright dining décor that will put a smile on their face, forever associating the brand with a sense of happiness. INSPIRING Pieology rose from humble beginnings, and will always be a source of good food at a great value. We aim to inspire people to build better communities through the love we all have for good food and great pizza.

PIEOLOGY | CREATIVE | PAGE 13 OUTDOORADS

Our campaign utilizes out-of-home advertising (OOH) extensively, in order to build brand awareness throughout the local community in the most cost-effective way possible. Bus shelter posters will be prevalent throughout the target area, concentrated along bus routes that lead to the restaurant, in order to encourage trial. Additional posters will be located in high-traffic areas and near local universities (where applicable). Billboard placement will follow a similar pattern, focusing on major roads near the restaurant. As our OOH placements will be found in high traffic areas, we expect them to be key assets in achieving our goal of 80% positive brand awareness among our target audiences.

PIEOLOGY | CREATIVE | PAGE 14 OUT OF HOME POSTER CONCEPTS These poster concepts will be found at bus stops, near local college campuses, and in other high-traffic areas in order to maximize the public’s exposure to the brand.

PIEOLOGY | CREATIVE | PAGE 15 VIDEOAD | 15 SECONDS

Upbeat music plays Stop motion shots of a pizza being made “Pieology - The Study of Custom Pizza” as it goes down assembly line

PIEOLOGY | CREATIVE | PAGE 16 VIDEOAD | 30 SECONDS

“Stop over at Pieology Pizza for a custom- “With more than 78 billion possible ...we’ll make sure that your made pizza courtesy of our pieologists.” pizzas built just for you... imagination is fed properly.”

“You hungry yet?” “Come experience the science of pizza with us.” “Pieology - the Study of Custom Pizza”

PIEOLOGY | CREATIVE | PAGE 17 DIGITALBANNERS

DIGITAL BANNER PLACEMENT These digital banners will be geotargeted to members of our target audience, and will be timed to appear at certain times of the day— midday, early evening, and nighttime—in order to maximze the effect they have on sales. The content of the ads will change based on the media phase the campaign is in (explained in more depth on page 31). For Phase One (the month before the Grand Opening), ads like the top one focus on building anticipation, while Phase Two ads will strongly push the campaign’s core messaging for the restaurant’s debut month, as seen with the middle banner. Once the campaign begins to die down in Phase Three, the messaging will more closely resemble the bottom ad, with a broader, less urgent call to action.

PIEOLOGY | CREATIVE | PAGE 18 LANDINGPAGE

PIEOLOGY | CREATIVE | PAGE 19 SPECIALEVENT | GRAND OPENING

The opening of a new Pieology location is an occasion worth celebrating, and the Grand Opening Pizza Party is an exciting way to raise brand awareness, generate positive brand associations, drive trial, and most importantly, take the first steps to becoming part of the local community. At this event, members of our target audience will join their family, friends, and neighbors for a night of revelry and, of course, custom-built pizza. OBJECTIVE This event will publicize the restaurant’s opening, generate word-of-mouth, and increase overall brand awareness in the local area, all while giving the new location a jump-start on their $40,000 opening week sales goal. Additional goals are to gain 100 followers on Instagram and Facebook, generate at least 30 social media posts which can be used for future social media content, and to gain minimum 80% positive community engagement through social media. STRATEGY We will send out direct mail invitations to members of our target audience between one and two weeks before opening. Additionally, the Grand Opening will be promoted on social media using the #PieologyPizzaParty[YourLocationHere] and the location-specific handles on all nearby stores’ social media accounts. We will also reach out to local newspaper and television station to see about possible event coverage.

PIEOLOGY | ENGAGEMENT | PAGE 20 DIRECT MAIL INVITATIONS In order to drum up excitement for the Grand Opening party, we will be sending these party invitations to residences in the community. The invitations feature a social media call to action to drive user engagement, and offer a discounted price on a personal pizza to those who come to the party.

PIEOLOGY | ENGAGEMENT | PAGE 21 SPECIALEVENT | PIE-ONEER AWARDS

At Pieology, we not only want to help organizations with monetary needs, we also want to celebrate leaders who inspire their community to achieve greatness. Through the Pie- oneer Awards, Pieology wants to be a proactive supporter of community organizations and their leaders in the hopes of generating a minimum of 80% positive community engagement, and top-of-mind recognition when community members consider where to celebrate their successes- both big and small OBJECTIVE The Pie-oneer Awards will increase positive engagement with our neighborhood audiences, as well as position Pieology as a brand who genuinely cares about the success and well-being of its community. Grants will be supported by fundraisers that the organization holds in-store and will receive 20% of each sale. STRATEGY Pieology will promote the awards as a way to recognize community leaders with the possibility of obtaining grants to further support their inspiring leadership. Nominations will be accepted annually, and a bracket-style voting process will ensue. The two community leaders with the most votes will win grants or organization-specific support (e.g. a basketball team may be awarded 50 news basketballs).

PIEOLOGY | ENGAGEMENT | PAGE 22 EMPLOYEETRAINING

OBJECTIVE Through our research of customer perception of Pieology, we discovered that the majority of Pieology’s downward trending reviews related to poor customer service. In order to stop this downward trend in its tracks, we believe we have to start at the source of the problem. We all understand that customer service can be very difficult at times, and for this reason we believe an employee training video is the solution.

EXECUTION This video would be produced using current exemplary Pieology employees sharing their best tips on “How to be a Pieologist.” This video would address difficult circumstances employees may encounter, and the friendly Pieology-way to respond. The tone of the video would be bright, friendly, and cheerful to remain consistent with the overall tone of our campaign. This video is an essential part of Pieology’s branding because we must work internally with our employees’ customer service training in order to achieve external results in the form of 5-star customer service reviews on Yelp.

PIEOLOGY | ENGAGEMENT | PAGE 23 SOCIALMEDIA | STRATEGY

When customers enjoy a product or service, they want to share the news with their friends and family. Pieology benefits from reposting customer-generated content for several reasons. First, user generated content is more credible than a perfectly staged photo that a brand pays for to sell its service: it’s a real photo, taken by real Pieology customers, and shows consumers that the food and service speak for themselves. Second, reposting customers’ social media posts increases customer loyalty, as it builds a connection and makes them feel valued. Third, when a brand loyal customer is recognized by the brand they love, it encourages them to post more about the brand. Finally, it’s free! All of these benefits come from simply doing what Pieology does best - provide great customer service in a welcoming, bright restaurant that serves great food. OBJECTIVE Through social media, we want to generate a minimum of 80% positive community engagement, encourage customer loyalty and spread awareness of our company’s food quality and values. TACTICS Pieology will use hashtags to promote its stores and special events as well as encourage customer engagement on social media. By reposting our customer’s social media posts, Pieology will show its appreciation to customers for spreading awareness of Pieology’s food quality, great customer service, and support of local organizations. This is also a great way for Pieology to share news about upcoming events, new pizza flavors, and loyalty program rewards.

PIEOLOGY | ENGAGEMENT | PAGE 24 FACEBOOK TWITTER INSTAGRAM YOUTUBE

Acts as brand’s “home Primary source for quick Home for user content, Opportunity to create base” on social media updates and consumer promoting brand fun content and promote engagement aesthetic campaign tone USAGE: Direct line to address questions and USAGE: Heavy use of USAGE: Food USAGE: Engage with concerns, primary news hashtags, take advantage photography, reposting interesting, shareable outlet for brand of trending stories consumer photos videos

BASELINE: 2-3 posts/week BASELINE: 3-5 posts/week BASELINE: 3 posts/week BASELINE: 1 posts/month

GOAL: 1+ post/day GOAL: 3+ posts/day GOAL: 1+ post/day GOAL: 2+ post/month

PIEOLOGY | ENGAGEMENT | PAGE 25 SOCIALMEDIA | PLAN

STEP 1 - START UP Location specific social media accounts will be created a month before the store opening. For example, “Pieology Cerritos” and “Pieology Santa Ana” may be two Facebook accounts. STEP 2 - SPREAD THE WORD To generate a following on our new social media accounts, other Pieology’s within a 30 mile radius of our new stores will post a grand opening announcement on their pages and tag our new store pages. Also we will do some paid advertising targeting millennials and adults 30-45 in a 20 mile radius from our new store locations. STEP 3 - PROMOTION Posts will count down to the opening, while also sharing images of our pizza, the interior design of the new stores, and “Did You Know..” fun facts illuminating interesting things about the area, Pieology, and pizza in general. These images should all be bright, welcoming, and cheerful to emphasize the campaign’s tone.

PIEOLOGY | ENGAGEMENT | PAGE 26 STEP 4 - OPEN WIDE During the grand opening event we will encourage followers to use the #PieologyPizzaPartyOC for a chance to be featured on our social media. This will help us achieve positive engagement and generate content for future posts. STEP 5 - ESTABLISH A RHYTHM Following the grand opening, social media should stay active, posting at least a few customer photos a week covering various topics such as new ingredients, new pizza flavors, celebrity visits, group outings at Pieology, and Pieology’s support of the community. Most Twitter posts should include the #SavorMomentsTogether and encourage customers to use this hashtag, as well as the regional hashtag (#PieologyOC or #PieologyLA, for example) to make sorting images and posts regionally easier. STEP 6 - STAY RELEVANT Also, Pieology should assess comments and hide comments that are irrelevant to the product or store, and should immediately respond to concerns or negative reviews raised on social media. This is important to let customers know that Pieology is listening and cares about the consumer experience in-store and with the product.

PIEOLOGY | ENGAGEMENT | PAGE 27 SOCIALMEDIA | PROMOTED POSTS

GETTING THE MOST OUT OF SOCIAL MEDIA In order for Pieology to really make the impact on society that it desires, it needs to convey the principles our customers value most. Our customers are hardly influenced by advertising and only trust brands that are deemed authentic and genuine. Through social media, Pieology will convey its authenticity and genuine desire to support local communities and provide an inclusive, welcoming environment that also serves great food at a competitive price. All social media should be created specifically to drive engagement and make users excited to see what Pieology posts next.

PIEOLOGY | ENGAGEMENT | PAGE 28 PIEOLOGY | ENGAGEMENT | PAGE 29 MEDIASTRATEGY

OBJECTIVE 1. Spread awareness of new Pieology store within local community, especially among our target audiences 2. Establish ties within local community in order to build strong foundation for the future STRATEGY We will be using a reach-focused strategy in order to generate the maximum amount of awareness, with the goal of reaching 80% of our target audience at a frequency of two. Our goal with this campaign is to build consumer awareness and excitement in the beginning, push heavily upon opening, and slowly taper off during the final months of the campaign. TACTICS Media buys will be primarily focused on OOH and digital channels in order to accomplish our goals in the most efficient manner. Out-of-home advertising is useful in this plan, thanks to its low CPM and ability to reach large swaths of the local population, while digital advertising will allow us to hyper-target consumers at specific times of day and in specific contexts without wasting money. Additionally, a limited direct-mail campaign will be conducted through Phase One to build hype for the Grand Opening

PIEOLOGY | MEDIA | PAGE 30 TIMING Phase One covers the month preceding the Grand Opening. This phase features moderate-to-heavy spending in order to build awareness of the restaurant, ramping up as the opening date gets closer. Phase Two, the most important phase of the campaign, covers the restaurant’s first month in business. This phase sees the bulk of the budget spent, as advertising continues to spread awareness while also capitalizing on the anticipation built in Phase One, becoming a time of dramatic customer growth. Increases in out-of-home buys and community/local business outreach will encourage trial and establish the restaurant within the local community. Phase Three, the last two months of the campaign, will slowly scale down the paid advertising, trading OOH buys for an increased presence on social media and in the community. This phase will also utilize more public relations than the other two phases, continuing to build a strong foundation for the restaurant in the local landscape. CHANNELS Digital ads will be geo-targeted to the local community, delivered through Facebook and Google, as well as local news sites. On Yelp, we will buy top result slots to promote the restaurant and encourage reviews, while our promoted posts on Instagram will help create a social media audience and trigger interest in the brand. Additionally, we will utilize geo-targeted spots on Pandora Radio, which is popular among our target audiences. OOH ads will be placed at in high-traffic areas, driving trial and increasing awareness across the community, and direct mail ads will be delivered to residents during the last week of Phase One, promoting the Grand Opening.

PIEOLOGY | MEDIA | PAGE 31 MEDIASCHEDULE PHASE ONE The campaign’s opening month sees spending ramp up in preparation for the opening of the restaurant. This phase is characterized by an increasing OOH presence. PHASE TWO Beginning on opening day and stretching until the restaurant’s one- month anniversary, Phase Two sees the bulk of the budget spent as an all-out marketing blitz drives brand awareness sky-high, encouraging trial and establishing a loyal customer base. PHASE THREE The final phase of the campaign, covering the last half of the four- month window, slowly winds advertising efforts down as the restaurant settles in for the long haul, PHASE ONE PHASE TWO PHASE THREE switching from an advertising-heavy approach to a PR-heavy one. NOTE: EACH BAR REPRESENTS ONE-QUARTER OF A MONTH, OR ROUGHLY ONE WEEK APIECE.

PIEOLOGY | MEDIA | PAGE 32 BUDGETBREAKDOWN

ONLINE: $24,000 Promoted social media posts, geotargeted banners, Pandora spots, promoted Yelp rankings; very specific and highly targeted OOH: $39,000 AGENCY RETAINER Bus shelter placements, posters, $24K (35%) billboards; wide reach builds general OUT OF HOME brand awareness $39K (35%) PUBLIC RELATIONS: $12,000 PUBLIC RELATIONS Special events, local outreach, sponsorships; forges stronger ties $12K (10%) with community

ONLINE AGENCY RETAINER: $30,000 $24K (20%) CONTINGENCY Standard retainer rate for strategic $12K (10%) and creative services CONTINGENCY: $12,000 10% of budget set aside, allows campaign to adapt to changes easily

PIEOLOGY | MEDIA | PAGE 33 EVALUATIONMETHODS

We have put in place a number of methods to evaluate our campaign and gauge our success. Our first objective was to grow brand awarness to 80%, and parlay that into $40,000 in opening week sales. While the sales figure is easy to measure, we will track brand awareness throughout our campaign by conducting social listening, analyzing website visitation, and gathering qualitative data from consumers in our test markets, in order to see how effective our messaging has been.

To evaluate our second objective, we will monitor our social media channels and Yelp rating. We define success on Yelp as achieving a four-star rating or higher with at least 100 reviews (subject to change, depending on exact store location); we will also be monitoring Yelp to ensure customer satisfaction is as high as possible. As for social media, we will monitor our social channels for brand mentions and overall engagement—we expect a 1% or higher engagement rate on Facebook if our campaign is to be considered successful.

Finally, we will have to measure community support and USP recognition indirectly, as they are more abstract than sales figures. The engagment rate tracking and social listening we will be conducting should give us a good sense of where we stand with consumers, and we will also measure things like in-store foot traffic and participation in our public relations efforts as barometers of community support. Ultimately, though, we will consider this objective met when Pieology has a plurality of the market share in the local fast-casual custom pizza category.

PIEOLOGY | CONCLUSION | PAGE 34 CAMPAIGNSUMMARY

As Pieology continues to expand in this heavily saturated market, its success depends on creating a meaningful connection with the consumer. TwoTwelve Degrees has gathered the knowledge and crafted the solutions necessary to continue Pieology’s success in the category. . Through extensive research, we discovered that millennials want to connect with brands that are authentic, genuine, and give back to society. Our creative strategy, which runs through every aspect of our campaign, is founded in these principles. By appealing to what customers value most, Pieology can translate its current momentum into long-lasting success.

Thank you for your consideration. ­TWOTWELVE°

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PIEOLOGY | CONCLUSION | PAGE 36