University of Minnesota Duluth

Labovitz School of Business and Economics

 EXECUTIVE
SUMMARY
The growth of mobile ordering, has caused the pizza market to become increasingly competitive, with customers
having options at their fingertips. Today digital orders represent a two billion dollar a year opportunity for Pizza Hut,
and our campaign takes aim at grabbing this opportunity.

The key to gaining, and retaining customers that order digitally is finding where these customers get their information
and how we can position Pizza Hut as the best digital ordering experience. By providing a flawless experience that
PIZZA HUT PIZZA WAS
THE FIRST THING EVER
PURCHASED ONLINE.LIKE
EVER. BEFORE SHOES,
resonates with customers Pizza Hut can again become the leader in the digital ordering platform.

Our implementation plan will be focused primarily around growing our brand with millennials. We have prepared an
extensive plan that targets where millennials interact and get their information. We use social media as a large part

BEFORE BOOKS, BEFORE

of our campaign, because we are targeting social media savvy millennials and focusing on growing digitally.

We have created an integrated marketing campaign that resonates with the spontaneous, the go-getters, those who
live for NOW, and connects them with the Flavor of Now.

3 ANYTHING ELSE
 OUR
1 OBJECTIVE PROMOTIONAL 13
PLANNING
PRELIMINARY
3 RESEARCH MULTI 17
MEDIA
TARGET
7 MARKET BUDGET 31
BREAKDOWN

4 5
PURPOSE AIM THE PURPOSE OF THIS ADVERTISING
CAMPAIGN IS TO ACCOMPLISH PIZZA HUTS

OBJECTIVES
3 PRIMARY OBJECTIVES
1. POSITION PIZZA HUT AS THE TOP CHOICE
FOR CUSTOMERS WHO ORDER PIZZA DIGITALLY
INTENTIONS 2. PROVIDE THE GREATEST DIGITAL ORDERING

DESIGN PIZZA EXPERIENCE IN THE CATEGORY

GOALS BREAK
3. REACH THE TARGET OF 75% OF ALL ORDERS
DONE ONLINE & MOBILE BY THE END OF 2015
2
OBSERVATION HISTORY

RESEARCH
-In 1958, Frank and Dan Carney created
Pizza Hut

-$600 dollars was originally borrowed from

PIZZA BREAK
their mother to start up the first pizza hut
in Wichita Kansas.

-Over the next fifteen years, Pizza Hut

EXPLORATIVE
quickly becomes the biggest pizza company
on the planet.

EXAMINATION 4
INDUSTRY
-Pizzerias in America range from sit-down cuisine to full on buffet.
-A Growing trend in America is healthy food and a healthy lifestyle,
as well as the use of mobile applications.
-Pizza Hut has improved its health conscious image by
offering more quality and healthy options.
-Pizza Hut has also expanded its portfolio by incorporating Tuscani pastas and
oven-baked sandwiches as well.
-Consumers in the U.S. spent approximately 10 billion U.S. dollars
on pizza delivery in 2014, compared to 9.6 billion in 2013 and 2012.
-The average American consumes about 6,000 slices of pizza in a lifetime.
-A third of the population eats pizza at least once a week.
5 6
EXTERNAL ANALYSIS
-From 2006 to 2012 spending on pizzas has dropped by 2.1 Billion dollars in the U.S.
-57% of U.S. adult smartphone owners who see in-app ads think that the ads interrupt their
user experience.
-Mobile users are becoming averse to blatant ads while actively participating in ad campaigns
that have viral content.
-Rather than information about products consumers want a story, something that they can
feel good about.
-43% of consumers say they are more likely to make a purchase from a company that is
viewed as good.
COMPETITIVE ANALYSIS
-Dominos holds a strong brand image with very loyal customers making it easy for them
to introduce new products.
-One of Papa Johns strengths is their high quality ingredients with an available
description of each ingredient. This creates trust with the customers.
PIZZA BREAK MILLENIAL
QUICK FACTS

TARGET
NEED
FEEL
Children in the home- 43% of millennial households include
children. (*Pizza Casual Dining 15% higher for Millennials with
children)

MARKET
Education- around 26% of Millennials have a bachelors degree
and 9.5% have a graduate or professional degree

Diversity- Millennials are the most diverse adult population. About

DEMOGRAPHIC
19.4% of Millennials are Hispanic, 14.8% are Black, and 5.2% are
Asian.

Employment: As of December 2013, 10.3% of Millennials aged

20-24 and 6.8% of Millennials aged 25-34 were unemployed

AGE LIFESTYLE
compared with the 6.5% national average.

8
MILLENIAL
DEMOGRAPHICS
Millennials are 18-34 year olds. Millennials account for almost 80
million people (24.5% of the American population). Millennials
make up a market segment bound together by similar ages and
shared experiences. The most radical difference between
millennials and other generations are found not in values that
they hold, but in the rise of cultural diversity and the ways in
which they interact with technology, which has shaped their
communities and their interactions with organizations.
Organizations seeking to that attract millennials to their brand
will create messages that appeal to millennials specific interests,
and create utility with convenience through the use of technology.
9 10
MILLENIAL
PSYCHOGRAPHICS
The average millennial spends 5.4 hours on social media everyday, and checks their
phone 43 times everyday. The top 3 applications used by millennials are Facebook,
Snapchat and Instagram. Most millennials' social media use falls into one of two
categories: "Exuberants," active users who take pictures of and blog about everything
and are constantly projecting themselves and their experiences out into the world, and
"collectors," the 80-plus percent of social media users who passively take in the
vicarious experiences of others. While collectors are the most receptive to marketing
messages, their lack of engagement means they're less likely to spread your brand
message. The most ideal times to reach millennials via social media are from 4-6 pm.
Millennials top interests can be categorized as social networking, traveling, photography,
food/cooking, music/concerts, tattoos, dancing, reading, football/soccer, swimming and
biking. Millennials want to take in everything the world has to offer. They strongly value
ethnic diversity, especially in the foods that they eat. Millennials also value convenience,
luxury and sustainability. Millennials desire creativity and innovation. 10 Things
Millennials want: Chill places, Pouches, Mason Jars, Kale, Customizable Food, Sriracha,
Artisanal, Small plates, Mea, Fermented Things, Selfies.
YOUNGER MILLENNIAL MODEL OLDER M
ILLENNIA
Sex - M le L MODEL
ale Sex- Fema
Age -
20 Age- 32
Lives -
D s - i n a s u burb
Single/ owntown M Live
n etropo c h i l d / m a rried
Full tim o children litan a
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e Univ e at m a r k e
Emplo e u l l t i m llege
yed pa rsity studen Em p l o y m e n t - F
4 y e a r c o
Income rt time t Graduated - $ 5 1 ,000
: u a l )
Favorit ~$20,000 Income (in
divid
a z o n .com
e bran , Apple , A m
tube ds: Nik r a n d s- N i k e T w itter
e, Goo Fav o r i t e B t e r e s t ,
Top 3 gle, Yo
u- s - Fa c e b o ok, Pin F amily
apps: i To p 3 a p p S h a r i n g ,
ily,
twitte
r
nstagr
am, sn Values- Fam pe- iPhone user
Phone
: Andro
apchat
, Phone ty l e ss than
p e n d s
Larges id C o n s u m p tion- S p e r day
t stres l M e d i a l m e d i a
Values so Socia socia
: Passi r: Finances 4 hours on
Social on, Div
media ersity,
per da c onsum Discov
y ption: ery
Consid 5 .5 hou
ers him rs
self a
foodi
e

11 12
ADS SPECIAL
PROMOTIONS NEW YEARS EVE
BREAK
PIZZA

DEAL
-The contestant will follow, share, and tweet for a chance to win a free pizza
party for your guests when ordering on the app

-Fly out the ten winners, each person gets to bring 3 guests to Dick Clarks

SELLING
Rockin New Years Eve Bash

-You and your friends will recieve:

-First Class airfare through American Airlines to Los Angeles
-7 night Stay at the Ritz Carlton Hotel Suite

DISCOUNTING
-$4,500 to a charity of their choice

14
 HALLOWEEN THANKSGIVING
-3rd biggest day of the year for pizza -Tweet @PizzaHut
with the hashtag #ThankfulForNOW
-Go into your local participating Pizza Hut, #ThankfulForNOW #ThankfulForNOW
say Trick or Treat and receive your coupon with what you are #ThankfulForNOW
thankful for and #ThankfulForNOW
-Enter the code on the Pizza Hut mobile app,
valid November 1, through December 31. TRICK OR TREAT AT Pizza Hut will direct
message 60,000

-Every code is a winner, 330,000 codes PIZZA HUT! random twitter users
with a coupon code
for a buy-one-get-
LIMIT ONE CODE PER FAMILY one free when you
order a large
specialty pizza on
the mobile app.
WERE THANKFUL FOR YOU!

15 16
VIRALWEB

CHANNEL
MEDIA FACEBOOK
REPORT ADS
WHY -88% of Millennials use Facebook on a daily basis
-54% of Facebook users who liked a companys Facebook page
were much more likely to make purchases from the brand

BLOGGING HOW With the Facebook page already in place, the company could
increase their promotional sales with coupon codes to be used
on the mobile app, reimbursement for liking the page with free
items, and automatically linking to the the app store so that

PIZZA BREAK
members can download the free app. Pizza Hut can also use
Facebook to interact with customers, asking them to share photos
of their favorite thing to do while eating Pizza Hut pizza, and use
the platform to receive customer feedback.
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TWITTER
WHY -Twitter has 288 million monthly active users
-Millennials are the largest generation using Twitter
-Usage by millennials increased 6% from 2013 to 2014
-31% of 18-29 year olds who are online use Twitter

HOW Pizza Hut can use Twitter as an interactive

platform to engage their target audience.
They can run promotions such as having
followers vote for their favorite pizza
flavors using hashtags. They can also
create exclusive Twitter deals based off
of interactions with their followers and
facilitate strong customer relations.

19 20
SNAPCHAT
-1/3 of all millennials use the app actively

WHY -100 million monthly active users,

-2/3 of millenials use snapchat every day

What makes SnapChat better than other

social media platforms is the required
user engagement, in order to view a snap
the user must hold his or her finger
down on the screen. This increases
the chances that the snap is actually
being viewed and digested
HOW
Pizza Hut can create snap stories that show
discount codes that will only be available
to their snapchat followers and ultimately
lead them to the free mobile app.

TRAVIS BERNARD
21 22
PAID MEDIA
FACEBOOK
With Facebooks boosted posts and Ad
creation it varies greatly depending on
the amount of consumers we are trying to
reach. It would cost Pizza Hut $23 million
total ($128,000 per day) for advertising
on Facebook and this would reach 6-12
million people per day. On average for food
and beverage companies of large scale pay
on average CPC of $0.21 and CPM of $0.65.
SNAPCHAT
If Pizza Hut has an event that they are
sponsoring they can create a paid for
story, that would cost Pizza Hut $750,000
to reach 16.5 (55% that use SnapChat
daily) million people for a 24 hour time
period. Snapchat is the the #1 for user
engagement. We recommend Pizza Hut
be doing these stories when there is an
event that they are sponsoring during the
campaign time period. (Sloane, Garrett).
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TWITTER
When Pizza Hut uses Twitter they should
use sponsored posts to drive more
consumers to their mobile app. When using
the promoted tweets on Twitter it only
costs $0.50-$4.00 per engagement. These
tweets should be happening on a daily
basis. The first two cost between $.50
$4.00 per engagement, and promoted
trends will cost you $200,000 per day. With
these tweets it will contain a call-to-action
message to the consumers that will bring
them to the Pizza Hut mobile app.
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YOUTUBE
-YouTube advertisers use a pay-per-view method for
their ad platform, with an average cost-per-view
between $.10 - $.30.
-You can use it for direct response. This means you can
actually drive sales or signups with YouTube ads. People
often treat video advertising as a branding play, but
with the correct targeting, you can actually drive sales
at cost-effective prices.
-With YouTubes massive user base, approximately 89
million people in the United States alone are going to
watch 1.2 billion online videos on any given day.
YouTubes mobile app counts for 20% of the total views
25
HULU
-Hulu shows users an average of 82.3 ads per month
-YouTube and other Google-owned sites only
show an average of 32.3 ads per viewer
-Many shows on Hulu Plus include ads in order to reduce
the monthly subscription price of the service.
-Hulu Plus differs from its competitors by offering
current season episodes of popular shows.
-Not all shows on Hulu Plus are ad-supported
-Hulu ad rates are in the $25 to $30 CPM range (cost
per one thousand impressions) compared to NBC.com,
which is $35+. (NBC co-owns Hulu with Fox.)
26
PANDORA
-Pandoras precision targeting platform requires all listeners to
register with their age, gender, and zip code.
-Interests and psychographics are provided, pinpointing
advertisements to the intended audience.
-Pandora has 30 second video and audio ads.
The user is typically shown seven display ads per listener hour.
-With 2.5 audio ads per hour, listeners can click on the ads to
download the Pizza Hut app or be directed to online ordering.
-Each ad should include a call-to-action to move the target market
to Pizza Huts digital ordering platforms.
27
SPOTIFY
-Branded Playlists are Spotify playlists that contain a
branded cover art image and text.
-Text within the Branded Playlists can contain links to
Pizza Huts Online Menu and Ordering System.
-Streamers are twice as likely as non-streamers to advocate
for and feel emotionally connect to brands.
-Spotify has Sponsored Sessions where Pizza Hut can create a short 15
second video for Spotify listeners and in return for watching the
commercial, Spotify users can unlock 30 minutes of ad-free listening.
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SEARCH RETARGETING
Remarketing is a popular marketing tool used by Google to display your ad on other
websites. For example, after someone has visited your website and leaves to continue
THE APP HOW
-Incentives to use the Pizza Hut app could
include implementing in app games and
browsing the web, Google Remarketing allows you to connect with your audience on offering coupons or rewards if they are
other webpages. Another feature is to display specific products that people viewed on
your website throughout web pages they visit. As far as a budget, Google allows you to
WHY successful in games (high score, amount
of games played)
set your limit. Some marketing strategies include maximizing clicks, search page location -Pizza Hut was the first pizza chain to get
of the ad, outranking domain competition, etc. all through the use of the flexible bid an iPhone app 2009 -To compete with the likes of Dominos
strategies. Through the use of flexible bid strategies, Google will automatically create a Pizza Tracker, Pizza Hut could have a game
plan for your campaign to give you the best results. -On average, Americans spend $9 billion that comes up while the customer is
dollars through online ordering waiting for their order
-An online customer is more likely to -Implement a loyalty program inside the
re-order within 60 days app: have a digital pizza and every time
you order a pizza online you get a slice of
-The mobile ordering now makes up about the pizza. After you get 8 slices of
23% of online food orders. digital pizza you get one free pizza

29 30
FUNDING
COST
MONEY
BUDGET Total Budget for 6 month campaign July 1, 2015 - December 31, 2015
Promotions
Snapchat
4.35%
0.65%
$5,002,500
$747,500

ALLOCATE
Facebook 20% $23,000,000
Twitter 20% $23,000,000
Youtube 10% $11,500,000
Instagram 5% $5,750,000

PIZZA BREAK
Spotify 10% $11,500,000
Pandora 10% $11,500,000
Hulu 10% $11,500,000
Search Retargeting 10% $11,500,000
Totals 100% $115,000,000

PLAN & SPEND 32

 OFFICERS
Alex Britz - President
Alyssa Birk - Vice President
Paige Nagel - Design
MEDIA
Emily Lacount
Sierra Johnson - Creative Jenny Burns
Ezra McPhail - Media Christina Nibbe
Emily Baago - Secretary Daniel Lawson
Nate Germscheid

CREATIVE
Devin Lenzmeier
Eric Kline
Nick King Strong
Jack Young
Collin Watke Mitchel Grohs
Melissa Chyrklund Dylan Koltz Hale
Ben Vaupel Amy Terrio
Kyle Norton
Nate Schammel

33