PIZZA HUT

Better Together

Strategy

CREATIVE
Website............................... 12
Mobile App......................... 13
Television...............................14
Print...........................................15
Social Media................................16
Digital Banners...............................17
Out-of-Home.....................................18

IMC/MEDIA
Partnerships.................................................... 19
PR/Promotions...................................................20
IMC Media Mix.................................................... 22
Campaign Schedule................................................24
Delivery.......................................................................25
Measurement/ROI........................................................ 26

Our team was challenged to develop a fully integrated marketing

communications campaign to help position Pizza Hut as the top choice for
customers who order digitally, create the greatest digital ordering experience,
and increase digital ordering to 75%.
One of our teams greatest challenges was identifying a proper target audience
because pizza is loved by everyone of all ages. Through our research, we
found that roughly 60% of Pizza Huts current customer base falls between the
ages of 18 and 44. Delving deeper, we were able to justify a primary target of
25-34 year-olds because they have the greatest propensity to increase their
online ordering habits. We are also including secondary targets of 18-24 and
35-44 year-olds because they represent over a third of the total pizza market.
Based on their varying lifestyles, life stages and different digital habits weve
named the segments Socialized, Mobilized, and Stabilized (in ascending
age order). Innovative and strategic marketing efforts will be implemented to
push Pizza Hut out of the industry clutter and connect with our target audience.
We recognize that both Pizza Huts new Flavor of Now menu and strategy
provide a great opportunity to rebrand its image,and set the brand apart from
the competition. This will increase pizza sales and create the ultimate digital
experience. Pizza Hut states that from the inspiration of their consumers, they
have created delicious products for lifes favorite moments. We believe that
consumers need to see how their favorite moments are enhanced by Pizza Hut.
Lifes favorite moments are always more exciting and fun when shared with
family and friends.
This campaign will focus on the superior benefits of togetherness and the
influence that Pizza Hut can have on those moments. It will communicate that
ordering pizza is not just about the varying tastes a consumer may have, but
about the reason for ordering; whether it be a party, a sleepover, a game day,
or a board meeting. In addition, orders go better with deals and promotions.
Pizza Hut will communicate that all these moments can be made
Better Together.
The creative and promotional strategies for this campaign will focus highly on
digital advertising, and partnerships such as Habitat for Humanity, to engage
with our target audience. These will be achieved through a strategic and
effective IMC approach, exclusively tailored to our custom targets. Our
objective is to create a better digital experience and increase online orders.
Therefore, our comprehensive media plan spends its majority on digital. Pizza
Hut is no longer just a pizza place... it is a digital pizza experience for all.

EXECUTIVE SUMMARY

Situation Analysis........................................................2
Competitive Analysis...............................................3
Consumer Analysis...............................................4
Focus Groups....................................................5
Target Audience.............................................6
Objectives...................................................8
Campaign Strategy...................................9
IMC Media Strategy............................10
Creative Strategy............................. 11

Competitive Landscape

Market Share

The pizza industry generated total sales of $38.7 billion in 2014

Situation analysis

The top four pizza chains include: Pizza Hut, Dominos, Papa Johns
and Little Caesars

60.4%

Other
Pizza Hut

$15.3 billion of all pizza sales come from the four major chains

Dominos

More than half of the pizza market consists of other independent

pizza shops

Papa Johns

Little Caesars

Pizza Huts 2014 annual sales were $5.9 billion

Pizza Hut has 7,800 units in the United States, the most of any other chain
Social media platforms are dominated by Pizza Hut over its main
competitors

8.1%

6.5%

9.7%

15.3%

Industry Trends

Digital Trends

Personal customization of food orders is continuously becoming more popular

Growth of visually oriented social media; namely videos

Push towards digital platforms for ordering and marketing efforts

Loyalty and re-engagement programs through mobile apps

Increased reliance on delivery and carry-out options instead

of restaurant-style

Appeal for online local voucher deals rose 35% from 2013
to 2014

Transparency of operations via open kitchens to showcase

cleanliness and freshness

Using the Internet as a tool for self-expression via blogs,

social media and reviews

HS

NGT
E
R
T
S

Brand is globally recognized

Variety of ordering mediums
Diverse menu options
Strong social media presence

ses

nes
k
a
e
w
Does not have a niche
in market
Brand associated with an
older generation

Lack of efficiency throughout

app and website

s
nitie
u
t
r
oppo

ats

thre

Pizza is a social food

Saturated pizza market

Ongoing development for

online ordering platforms

Fast casual business model

becoming consumer ideal

Consumers respond to
promotions and incentives

Pizza not perceived as a

healthy food choice

Pizza has and always will be

an American favorite

More types of foods available

for online purchase

BOTTOM LINE: Pizza Hut dominates the nation in numbers, but falls short with brand image. Combining the Flavor of Now menu with a more digital emphasis will yield more digital orders.

brand NICHES

papa johns

7.8k

3.1
5.9

5k

TWITTER
FOLLOWERS
1.1 million

2.5

76k
766k

3.6k

3.8

283k

competitive analysis

little casesars

COMPETITOr ANNUAL SALES

2014 (billion)

BRAND UNITS
Brand Units

3.2k

dominos

mom & pop shops

Mom & Pop Shops have loyal

customers due to their local
presence, high quality, and the
sense of nostalgia they provide.
Customers of these pizza shops
have preferences based on
geography. It is impossible to
quantify a dataset for these
thousands of shops nationwide.

DOMINOS

papa johns

Better Ingredients, Better Pizza,

Papa Johns. Papa Johns has
three niches that set them apart
from other pizza chains:
their fresh ingredients,
partnership with the NFL and
commercials featuring the owner
(their figurehead).

little caesars

Hot and Ready. Unlike the

other competitors, Little Caesars
does not allow for advanced ordering or delivery. Little Caesars
drives their customers into the
store through five dollar lunch

Dominos is changing the

consumer mindset by dropping
pizza from its name to
highlight their variety of food
items. Known for their fast
delivery, pizza tracker and voice
ordering system, Dominos
focuses on the consumers
experience prior to consumption.

PIZZA HUT

BOTTOM LINE: Pizza Hut leads in social media, locations and sales. By generating a strong brand experience through a specialized niche, Pizza Hut can rise above itself from market clutter.

consumer analysis
4

PRIMARY RESEARCH

General Attitudes

Getting data from the source: your customers

Consumers prefer companies associated with philanthropies

that give back to the environment and place an importance
on education.

To fully understand consumer experiences,

habits and perceptions when it comes to pizza
and ordering processes, we conducted the
following research:

Consumers are extremely dependent on both apps and websites,

and they need them to function properly at all times. User
experience is vital to the success of apps or sites.

Nation-wide survey with over 500 respondents

4 focus groups consisting of 18-24 year-olds
2 focus groups consisting of 25-44 year-olds

Online

With Friends

79%

80%

indicated they
would likely order
food online

Gaming Console

1%

have ordered food

from a gaming
console

are likely to order

pizza with a friend

Frequency

86%

have ordered pizza

at least twice in
the past month

Consumers generally feel

more positive about
ordering food online when
compared to making a
phone call or using a
gaming console. In fact,
only 1% of people admitted
to using a gaming console
to order food. The vast
majority did not even know
it was possible to do so.
Yet there are many other
ways consumers do order
online, and often. The main
reason consumers favor
online ordering is largely
due to its efficiency and
convenience. However,
when asked which method
they would most likely use to
order food, consumers were
more inclined to choose a
traditional phone call.

Consumers do not like putting in their order information right away

because it can be a hassle and is often required for every use.
Pizza consumers are not very brand loyal; they are deal
sensitive. Consumers like to save money and are more interested
in whichever food looks the most appealing at that moment.

This means that although consumers have

more positive feelings towards online
ordering, they would still rather call in an
order. Pizza Hut must showcase the unique
ease and benefits of ordering online to
transform consumers feelings into actions.

Consumer Feelings Towards Ordering devices

5.84

5.80
5.14

5.45

4.97

2.77

Favorable
Phone Call

efficient

Online (website/app)

BOTTOM LINE: Pizza Hut needs to build on the already positive attitudes towards digital ordering and drive their customers to order online.

5.41

3.09

3.11

pleasant

6.05

5.87

3.09

convenient
Gaming Console

Our six focus groups revealed important and detailed insights into our primary and secondary targets about
ordering habits, lifestyles and goals. We found important recurring patterns that led to three main barriers for
digital ordering. We discovered that people perceived pulling out their phone, Googling the number, and dialing
to be the easiest way to order food. This action was also a habit. Further, we realized that consumers like to be
able to hold a person accountable for their order. Operationalizing these barriers was key leading up to our
campaign strategy.

18-24

25-34

Im willing to wait for my order. I can distract

myself with social media and entertainment
like Hulu.

Talking to a person takes longer and there

is room for human error. I like a digital receipt
for accountability purposes.

Its easy to look up a number and call it. Its a

habit to do so.

To download [Pizza Huts]

app, I better use it a lot.

Sometimes I get nervous talking to a

person, but I want to hold someone
accountable for my order.

I get nervous that they will mess up my order

online because theyve done it in the past or
the app/website has crashed. I want
accountability and reliability.

I dont care too much

about the price so much as
a low wait time.

I would download an app and order more

often if they offered a discount.

I browse social media on my phone more

than computer and I use it efficiently.
I definitely do not spend all my time on it but
use it to make my life better, like Pinterest.

I like being able to track

my order because I dont
like to wait.

BOTTOM LINE: Easiness, habit, and accountability are the three recurring barriers across all targets that must be overcome, by either changing a behavior or initiating a new one.

focus groups

I am very price sensitive.

I may download an app for a discount or if

it occupied my kids for a few minutes. Thats
easy to do.

I plan ahead. Ill order

ahead of time so I dont
have to worry later.

I have a varied schedule. Im not a good

planner.
I am on social media constantly. Usually, Im
on my phone out of habit and Im very
on-the-go throughout the day.

35-44

The primary target is Mobilized 25-34 year-old men and women.

They make up the largest consumer age group for Pizza Hut. They order
online 80% of the time and have the greatest potential to increase that
number. They are not brand loyal and will enjoy Pizza Huts new Flavor of
Now menu. The secondary targets are Socialized 18-24 year-olds and
Stabilized 35-44 year-olds. Together these groups make up over 35%
of Pizza Huts customer base.

target audience

25-34: Mobilized

Needs &
Desires
I prepare lunches to save time and money
in the workplace
I value spending on experiences, like
traveling
I use social media as a tool to stay
connected as friends move away and start
more independent lives
I like going out and ordering in on weekends
more
I am now more connected to the world and
value philanthropies

In terms of
online ordering
I like variety in my ordering
I like efficiency and speed along with
convenience
Ordering online is less effort than talking
to a human, particularly for a complicated
order
I am often persuaded by incentives like
coupons

pizza hut
implications
Need easy-to-use app and website
Offer easily redeemable coupons and deals
Create fun, yet streamlined and sophisticated
aesthetic appeal
Promote involvement in careable causes and
philanthropies

BOTTOM LINE: This group has a more concrete schedule and are quickly becoming autonomous. They value saving time through efficiency and are influenced by deals and discounts.

18-24: sOCIALIZED

35-44: Stabilized
Needs/Desires

I want to cook more, but I dont have time due to

my fluctuating schedule

I cater to my kids. They are a big part of my life and my schedule

I use the internet constantly and for everything, including

traditional TV
I prefer to order pizza in a group to avoid a surplus of leftovers that
may not fit in my shared fridge
Going out to eat is an event and it is time consuming. I enjoy
ordering in, where I can still socialize with friends, but am
comfortable in my own home

In Terms of Online Ordering

I want to relax and not work when I am not at work. After a busy
day, the last thing I want to do is more work or tackle something
complicated
Time is precious to me, as I am usually busy
I am established. I am comfortable in my routine and my near
future is predictable

In Terms of Online Ordering

I just do what is most reliable and fastest

I like efficiency and not talking to people while ordering

I want to know that my order will be delivered to the right place at

the right time

I am incentivized by coupons and deals

I often stick to a routine: Tuesdays pizza night!

I will share a promo code with my friends to get them to download

something if it gives me a discount too

I already know what types of foods and restaurants I like

Females my age post more details about their lives and are more
likely to follow celebrities and inspirational accounts

I expect quick food delivery. I am not willing to wait a long time

I value having reliability of order location and delivery time

Pizza Hut Implications

Pizza Hut Implications

Create user friendly, fast experience that appeals to a

busy, changing schedule

Have a tracker with limited number of alerts

Allow for easy group ordering

Allow for connectivity to social media

Have reminders that its pizza night or a special coupon with their
favorites
Incorporate images of families to remind them that being together
is better

BOTTOM LINE: The Socialized are constantly connected to their chaotic worlds via social media and are very price sensitive. The Stabilized know what they want and like, and will get it; discount or not.

TARGET AUDIENCE

Needs/Desires

ES

Through primary and secondary research, we were able to identify Pizza Huts current customer base. We
identified a primary target of 25-34 year-olds because they make up almost a quarter of Pizza Huts total
customer base and order online about 80% of the time. Additionally, they show the highest propensity
to increase their online ordering habits and they spend the most: an average of $18 when they order
Position Pizza
Hut as the
in or eat out. (Comparatively, 18-24 year-olds spend $13, while 35-44 year-olds spend $16.)

OBJ

ECT
IV

top choice for

customers
in the category

CAM

PAIG
N

Objectives

Provide the
greatest
digital ordering
experience
in the category

Current online
ordering %

Pizza Huts Current Online Consumers

Based on our research, we created the table below.

It details Pizza Huts breakdown of their current
online orders (43%) into corresponding age
segments.
Reach target
goal of 75% for
all orders done
online & mobile
by the end of
2015

Expected Pizza Hut online

orders by end of campaign
This table shows our projected
increased percentage of overall
online orders that will be reached
by the end of the campaign
timeline.
These numbers were calculated
using the following equation:
(% of PH online orders) x (BDI)
(likelihood to order online)

Each reported percentage was calculated by

crossing each segments likelihood to order
food online with their current percentage
in Pizza Huts customer base.

expected growth
of online orders
15.7%
SOCIALIZED
Mobilized

18.8%

Stabilized
45+

12.5%
15.7%

Total

62.7%

SOCIALIZED

9.4%

Mobilized

11.7%

Stabilized

9.2%

45+

Total

12.7%
43%

We are proposing an overall increase

of online orders by 19.6%, from 43% to
62.7%, within the 6-month campaign
timeline. While we realize this does not
meet the goal of increasing online
ordering to 75%, we believe that reaching
62.7% is a realistic and achievable level
that is supported by precise research and
calculations. However, through test
markets, we hope to be able to increase
this 62.7% even more and provide us
with valuable information should this
campaign continue. If it were to
continue, we may then be able to
achieve Pizza Huts initial goal of
increasing online orders to 75%.

BOTTOM LINE: Our research and projected ROI suggest that we will secure our leveland reach 62.7% in digital orders of Pizza Huts total orders.

Pizza Huts digital sub-campaign, Better Together, is about efficient

control on a unique platform: the Internet.
We chose to stay within the newly introduced, Flavor of Now
campaign. Introducing another new campaign mere months after the
biggest re-branding the brand has faced in 50 years may confuse
consumers or worse, alienate them.

Our targets sometimes order online, but when they dont, it is because
Googling a phone number out of habit is often easier, and allows them
to hold a human accountable for their order. To overcome these
barriers, we must focus on our targets values and make online
ordering the best possible option.

Our target will respond to a unique user experience

that is efficient and controllable.
Pizza Hut will succeed in increasing online
ordering habits by enhancing the app and site.
This gives consumers exactly what they want,
in the way they want, in as little time
as possible.
Our target can be further incentivized through promotional
activities. The target groups value coupons and discounts and are
willing to change their behavior in order to receive a benefit. We plan
to use coupons, deals, and partnerships, coupled with a tailored IMC
strategy, that will reach our audience in the best way, at the best time.
Finally, our research showed that one way to build brand love and
loyalty was through philanthropic endeavors. We propose partnering
with Habitat for Humanity to appeal to this consumer need in a relevant
way with our brand.

The overall goal is to give Americas classic Pizza

Hut a new niche in the market to fit their new
menu and aesthetic style.
Pizza Hut is viewed in the minds of consumers as
an older, sit-down style restaurant. Its
competitors have clear brand images and roles
in the market. Pizza Hut needs to reinvent itself
to become the king of the category dubbed
Americas favorite food.

INCREASE
Increase current customers digital
orders by revitalizing the digital
ordering experience, making it the
penultimate ordering option

entice
Entice new customers to Pizza Hut by
promoting their new menu and style
with our comprehensive
Better Together campaign

encourage
Encourage new customers to order
online to get the best possible Pizza
Hut experience, through an efficient
and controllable user experience

BOTTOM LINE: We need to create the best digital ordering experience to meet the needs of our targets in order to support Pizza Huts new Flavor of Now Campaign.

campaign strategy

To increase online ordering, we created a digitally focused

strategy for a growing digital population...

Communication Goals:

IMC media strategy

Objectives:

10

Reach the primary target audience, as well as the secondary targets through an increased online and social presence
Enhance Pizza Huts digital ordering experience by engaging consumers through a redesigned website and mobile app
Continue to build awareness of Pizza Huts new menu options
Make ordering online the preferred ordering method amongst the target
Construct a feasible budget based on previous and projected spending
Supplement working media with strategically selected partnerships and promotions

strategy:
Establish a continuous online presence through the use of social media, video, keyword search, display ads, and online magazines
Reinforce online presence with a flighting television plan, utilizing primetime cable, network late-night, and national syndication
Further motivate behavioral changes through an array of partnerships and incentivized-based promotions
Implement a spot test market with local primetime cable and network late-night venues during the national campaign timeframe

Although this is a national

campaign, there will be an
additional focus on four
selected test markets. The
goal in choosing these is to
determine the optimum level
of online purchasing. These
four markets are similar in size
and all have a strong Pizza
Hut presence. However, there
is also potential for significant
growth due in part to the large
concentration of the target
within each city. In order to reach
these individuals in these specific
markets, television spending will be
doubled and spending for digital will
be increased. Additionally, out-of-home
ads will be placed within these cities.

BOTTOM LINE: A multifaceted, continuous online approach will be utilized to reach the target audience. This will be supplemented with a flighting television plan.

TOGETHER
[tuh-geth-er]

adverb: (1) in or into contact (as connection, collision, or union):

mix these ingredients together(2) into or in one gathering,
company, place, or body: to call the people together.

Although highly focused on personal development, these Mobilized individuals recognize the importance of maintaining
relationships and creating timeless bonds. The digital age we live in offers a balance between the two worlds. It provides a
community where they cannot only share their own experiences, but feel included in others fun too. The knowledge they gain
online translates to efficiency and control offline. Their technology is along with them for the ride,
making every day easier. Most importantly, it gives them more time to relax and enjoy the
moments together with the ones that mean the most.
The term together - a state of comfort, of contentment, of completion
- reaches our Mobilized consumers directly. Finding the people and the
things that make them feel stable and secure is their key to happiness.
It doesnt matter where you are, its who youre with; and no
matter where you are, Pizza Hut will always be there
-- in your pocket, on your desk, or at your dinner table.
Whether Socialized, Mobilized or Stabilized, this campaign
will ensure our primary and secondary targets that, as these
uncertain times approach, Pizza Hut will be the glue - or the
cheese - that holds them all together, making their experiences
and time together even better. Its the smell of the pizza in air.
Its the cheese hanging from the bottom of your chin. Its the
sound of some extra change in your pocket. Its the laughter of
your friends from across the table. Its the warmth of the ones
you love. And its always Better Together.

BOTTOM LINE: The Mobilized target is experiencing a stage of uncertainty in their lives and want to feel a sense of community, consistency and control; both on- and offline.

creative strategy

The Mobilized target segmentation of 25-34 year-olds is at a very new, and quickly evolving stage in their lives.
They are transitioning. They are thinking. They are in control of their future. As they continue down lifes uncertain path,
they appreciate the importance of efficiency in their everyday lives. This dynamic group values their time and a good value
above all else. They want to continue moving forward innovatively.

11

The Better Together landing page is a new branch of Pizza Huts current website that connects the
online community as a whole. This portion of the website will create an online platform that allows users to have an
interactive experience with the brand as well as enhanced community and togetherness with one another.
Location services via zip code will show users events and activities they can attend or
participate in together. The display will be centered around Pizza Huts partnerships and
philanthropies and provide users with the opportunity to share their experiences via social
media: Facebook, Instagram, and Twitter.

The Polaroid
section will focus on
increasing social
media sharing. Once
the user redeems a
digital version of their
Polaroid photo, there
will be an option to
decorate and share
the picture on
social media.

website

A user-specific code
will be printed on
each Polaroid that
users will receive
from photo booths.

12

Enter zip code

better

together
KET
TIC T
TICKE

The Habitat for Humanity

section will display images of
local projects specific to that
users location and provide
information on how to get
involved in their local community.

The final section displayed on the Better Together page features the Hulu promotion.
This portion of the page displays popular movie options for users to watch together. It
will also include promotions for online ordering and discounts on suggested Hulu movies.
Customers can choose one of the movies listed on Pizza Huts page. Once they
place an online order, they will receive a promotional code for Hulu.

This interactive and conclusive branch of the Pizza Hut website will act as a central hub of the campaign, combining several different
aspects in one place. Better Together shows users exactly how connecting with Pizza Hut can make their experiences better together.

The enhanced Pizza Hut app will allow consumers

to personally connect with the brand at their
fingertips. The app will give our mobile-savvy
consumers a chance to clearly see everything Pizza
Hut has to offer; ranging from the brand new The
Flavor of Now menu to the Better Together
options. This interactive
and socially apt tool will
engage consumers
on a digital level and
incentivize them
to remain loyal
to the brand.

THE APP WORKS!

BUT LETS MAKE IT WORK

BETTER TOGETHER!
The split payment option will allow group orders to be split
between friends, no account required. To make this process
smooth and seamless in a group setting, users will be able to
simply take a photo of their credit card rather than manually
entering their information.

2
The homepage offers customers the chance to create their
order before entering any other information (i.e. delivery
destination). It gives the option of ordering from The Flavor
of Now menu, creating a customized pizza, choosing from a
list of pre-saved favorites, or choosing an order that is Better
Together.

mobile app

The app will

extend the pizza
tracking feature
beyond just
fresh out of the
oven. Going one
step further, the
consumer will also
be able to follow their order from the restaurant
to their door. The app features a helpful GPS
Tracker on the delivery driver. Users will be able
to customize the app to specify notification preferences, including push notifcations or
SMS texts.

The Better Together menu offers pairing suggestions consistent

with the campaign. Current promotions, partnerships and menu
pairing suggestions will be featured. By selecting the Hulu partnership,
users will receive a movie redemption code upon checkout. If users
wish to donate to Habitat for Humanity, they will have the option to
donate a pre-set amount or customize their donation.

13

The Better Together TV spot will highlight some of the various ways that Pizza Hut intends to make our consumers lives
better with not only the new flavors, but also new promotions, and enhanced app efficiency. The spot will focus on the
images of togetherness within a family pizza dinner, the strong bonds of friendship enhanced by pizza and a movie night,
and the excitement derived from the apps quick ordering. The light-hearted animation approach is something that has not
been done before that allows for consumers to picture themselves in each scenario. In addition, the accompaniment of
Jack Johnsons song Better Together gives the bubbly, feel-good vibe the spot requires.

:30 Spot Better Together

SFX: Better Together by Jack

SFX: Better Together

SFX: Better Together

SFX: Better Together

Flavor of Now pizzas float down

from top of screen. One pizza
breaks off screen right.

Shot of a family eating their

same old, mundane meal. A
sparkling Pizza Hut pizza enters
screen left and begins to circle
the family.

Pizza Hut transforms the meal

into a delicious variety of pizza
and the family is happy and
brought together.

Shot of friends being upset that

they dont have a movie they all
want to watch. The magical pizza
enters screen left and begins to
circle the friends.

Johnson is playing the

instrumental lead in.

VO: (lead in to next shot)

television

You would think that

endless pizza options
couldnt get any better...

14

continues to play faded in the

background.

VO: BUT for us, its better

with...

continues to play faded in the

background.

VO: the warmth of a meal

that makes everyone
smile...

continues to play faded in the

background.

SFX: Better Together continues

to play faded in the background.
TV screen is encompassed by
the sparkling transformation and
the hulu logo appears.

VO: the laughter during a

movie night...

VO: (pause) or...

better

together

SFX: Better Together continues

to play faded in the background.

SFX: Better Together continues

to play faded in the background.

SFX: Better Together continues

to play faded in the background.

Pizza Hut transforms the friends

frustrating night into a pizza and
a movie night full of smiles and
laughter.

A disgruntled man struggles

with placing a phone order that
is taking far too long. The
sparkling pizza enters screen left
and begins to circle the man.

Pizza Hut transforms the phone

call into an efficient app order
and the man is excited and
intrigued.

VO: or the ease of

time with the people you

love.

VO: with your best friends...

ordering...

VO: that allows for more

SFX: Better Together

chorus begins to play to hear

Its always better when were
together...
Shot of the app order; man
presses Send to Oven.Camera
pans into the app after click.

VO: In reality...with YOU...

SFX: Better Togetherchorus

plays. Spot ends on Ill tell you

one thing, were better together...
(instrumental lead out)
With the effect of being inside of
the app the Better Together
screen comes up. It will show
logo and social media links.

VO: Pizza Hut is sure to be

better together.

TRADITIONAL
day
Mon

old fashioned
meatbrawl
Monday

Deal of the Day!

ay
uT esd

sday
e
n
d

order online

We

and youll receive a

Th

day
urs

personal pan pizza

y
ida

Fr

Sa

ay
turd

Flavor of Now
because two is always

Better than one

ay
und

To directly connect with our target audience,

digital ads will be implemented through online and
mobile platforms. These ads will feature our three
partnerships by engaging consumers with various
quizzes prompting them to visit our Better Together
landing page. This interactive method of advertising
will help consumers personally connect with the Pizza
Hut brand.

top shot
The ads will open with a simple question directed at
the consumer. Upon answering this question, there will
be a series of follow-ups to help the consumer discover
ways to better connect with those around them.

bottom shot
After the completion of the three-question quiz,
there will be a recommendation for which Pizza Hut
partnership would best suit the consumer. This page
will offer the opportunity to visit the Pizza Hut Better
Together page and find out more information.

Discover what brings you

better

together

A traditional print ad that would appear in test markets would be a piece that
highlights a promotion such as Deal of the Day. This ad is efficient in that
consumers will be able to remove the ad from their magazine and save it as a
reference for all future orders.

together

Looks like you should

Get Involved WITH

Would you like to

help others?

YES

NO
better

together

Click here to check out our Better Together

page and find out how to get involved
in your community!

print

sweet Sriracha
Saturday
Buffalo State
of mind Sunday

GENERAL

for that day of the weeks

hot and Twisted
Thursday

7 alarm fire
friday

each day of the week,

or with the app

Cock-A-Doodle
Tuesday

Garden Party
Peak of the week

DIGITAL

15

Togetherness is not just physical, its DIGITAL.

social

By incorporating Better Together throughout the social media platforms of Facebook, Twitter and Instagram, our
campaign is providing social-savvy consumers the opportunity to integrate themselves into an online community.

16

The use of social media in this campaign encourages users to instantaneously share their experiences and promote
current partnerships and promotions by using the hashtag #BetterTogether. These social media platforms will focus on
incorporating togetherness in users everyday lives. Whether the users are attending an event together, watching a
movie, or participating with a charity, Pizza Huts social media campaign will capture the essence of being Better Together.

BOTTOM LINE: Pizza Hut aims to stimulate discussion about their brand through the online community using the hashtag #BetterTogether.

digital banners

Banner advertisements will be placed on websites such as Comedy Central, Buzzfeed, ESPN, Imgur and Yelp in
order to increase click-through rates, bring more traffic to the Pizza Hut website, and ultimately increase online
ordering. The banners will appear in the form of a digital takeover, displaying multiple ads per page to gain
maximum exposure to both the primary and secondary targets. These advertisements will equally address campaign
promotions, as well as The Flavor of Now campaign to further incentivize consumers to order online.

17

outdoor Ambient
This non-traditional advertisement will place scaled-down red roofs on top of
originally roofless bus, subway and train stops. Placing shelters atop of these
structures will not only physically put a roof over peoples heads, but will also
communicate Pizza Huts newfound partnership with Habitat for Humanity. This
ambient advertisement will be implemented in the spot markets chosen in our
media strategy.

out of home

Beneath each roof will be posters describing Pizza Huts partnership with Habitat
for Humanity. The advertisements will display the headline, Our Roof Is Your
Roof in order to present the sense of togetherness and community created by
the union of these two organizations. The posters are not only there to show the
new partnership, but also to drive people online to find out how they can get
involved in their communities.

18

OUR ROOF IS YOUR ROOF,

lets build it together

in-store table decal

Placemats promoting Pizza Huts partnership with Hulu will
be distributed to locations nationwide. Four placemats will
be placed on each table or booth. Each placemat will have
pictures featuring select items from the Flavor of Now menu
and will encourage customers to download the Pizza Hut app
or seek more information online.
Placemats will explain how to receive a free movie
download by entering the provided code when ordering
through the Pizza Hut app or online. The ultimate goal of this
point-of-purchase offer is to encourage customers who are
already loyal in-store customers to become loyal online users.

the image of now

our roof is your roof

Nothing feels as good as giving back! Pizza Hut is getting

involved with Habitat for Humanity and providing
transportation and meals for participating volunteers.
Pizza Hut will sponsor 14 trips throughout a 6-month period
in select locations, where help is most greatly needed. This
will include low income areas and locations recovering from
natural disasters.

This promotion will reinforce the Flavor of Now with the Image of
Now through the instantaneous nature of Polaroid pictures.
Polaroid photos provide immediate gratification and capture lifes
everyday moments.
The goal is to generate a positive social media
response by encouraging consumers to share digital versions of
Polaroid pictures with the hashtag #SayCheese or
#BetterTogether.
Polaroid photo booth stands will be placed at major events,
including, but not limited to: sponsored Habitat for Humanity trips,
sporting events and concerts. Participants can enter an email
address to access a digital version of their photo.

BOTTOM LINE: Relevant partnerships and philanthropic involvement build brand credibility, admiration, loyalty and lead to increased consumer engagement.

partnerships

Major trips will be sponsored in July, August, September,

November, and December. By sponsoring these trips, Pizza
Hut is able to get involved in a cause that directly relates
to the slogan, Better Together.

19

Deal of the day

o nd a

y!

Old - Fashioned
Meatbrawl

Spice up your Mondays! Buffalo State of Mind Mondays

better

together

!
riday
re F

7-Alarm Fire

Fi

Get a taste of all of the new flavors by experiencing Pizza Huts

Deal of the Day. Each day of the week will feature a specific
flavor. With every online order, customers will also receive that
days featured Flavor of Now personal pizza.

personal pan pizza

Free with any digital order
order now

7 - Alarm

Part of spending time together can mean trying new things,

but sometimes its hard spending money while venturing
outside of ones comfort zone. So, this ones on us!

Mea t br

aw

lM

personal pan pizza

Free with any digital order
order now

Keep going! Garden Party Peak of the Week Wednesdays

better

promotions

Lets get this party started! 7-Alarm Fire Fridays

20

together

five for five

Two is always better than one! Pizza Hut acknowledges this
by rewarding customers camraderie with Pizza Hut credit.
This promotion is app-specific and will not only drive people to
download, but also to make purchases.
When customers download the Pizza Hut app they will
receive a unique code. When the code is shared with a friend,
both customers will receive a $5.00 credit.
Share your promo code EMBURKE3067 with friends
and theyll get $5.00 toward their first order
on the Pizza Hut app. Once they use this discount.

BOTTOM LINE: By using relevant promotions, Pizza Hut will change consumer buying habits to increase online purchases.

TIMED EMAIL COUPON

Gotta keep people on their toes! This coupon will only
be redeemable for a limited time, so act fast!
Timed coupons will be sent on the first Friday of every month
to all customer email accounts. This will act as a way to keep
customers coming back throughout the year. The coupon code
is redeemable for $4.00 off any large Pizza Hut pie. A deal like
this is only available for online ordering.

Enjoy $5 off
your next Online or app order

04
16 44 43
DAYS HRS MINS SECS
g this g o od las ts tha t long
No thin
...

Order online NOW

Other offers may include:

Free personal pizza

better

together

Discounted add-on items

Free extra toppings

Free hulu Movie Code when you

order online or through the app.

Some things are just better together

order

better

together

Whats better than pizza or a movie? Pizza and a

movie together! Pizza Huts Hulu promotion is
sure to make your movie nights more enjoyable
and better together.
When customers place their first order online with the
new campaign, they will receive a free Hulu movie code.
In addition, they will be given the option to add on a
Hulu movie at a discounted rate with all future orders.
Go to hulu.com, type in your code and redeem a movie!
Because really, what is movie night without pizza?
Some things are just Better Together!

promotions

MOVIE AND A MEAL

21

traditional

TELEVISION

BUY: Cable Primetime, Network Late Night, National Syndication

COST: $29,800,000
STRATEGY: Flight
RATIONALE: According to Nielsen data, adults within the primary target range spend an average of
27.6 hours watching television per week. For the secondary targets, the younger
group watches 22.45 hours per week, and the older group watches 33.67 hours.
Although the times viewers are tuning in may vary, they are more concentrated and
focused on the evening hours.

spot TELEVISION

media mix

BUY: Cable Primetime, Network Late Night

COST: $2,600,000
STRATEGY: Flight
RATIONALE: In four select markets, additional television spots will be employed on a test basis at

22

the start of the campaign. Should these markets display an increase in online ordering,
additional spot spending can be explored during the second half the campaign

online display

NONtraditional

COST: $7,600,000
STRATEGY: Continuous
RATIONALE: Business Insider reports that our primary target has made a switch from traditional print
sources of newspapers and magazines to digital editions. Although these magazines
are still being read, they are becoming more popular on digital interfaces such as a
tablet. According to Folio Magazine, one-quarter of adults prefer to read magazines
on their tablets instead of the printed versions; a number that will grow in the coming
years. Display ads can increase reach and frequency in a much more cost-effective
manner than traditional advertising, especially when it comes to the primary target.

ONLINE VIDEO (:15), (:30)

COST: $20,500,000
STRATEGY: Continuous
RATIONALE: Wired Magazine has stated that online television viewing is at an all time high and will

continue to grow. Every year, more people are cutting their cable bills altogether and watching
television shows on websites, such as Hulu. Even most of those that still pay for cable prefer to
watch television online.

KEYWORD SEARCH
BUY: Google Ad Words
COST: $1,000,000
STRATEGY: Flight
RATIONALE: According to Luna Metrics, Google currently holds 67.6% of the search engine market,

making properly placed advertisements much more visible to our target with carefully chosen
keywords.

BUY: Promoted content on Twitter, Facebook, and Instagram

COST: $2,900,000
STRATEGY: Continuous
RATIONALE: Social media is one of the easiest ways to reach a large number of our primary target.

According to Small Business with the Houston Chronicle, one third of Twitter users are
between 25-34 years-old, which is by far the largest demographic represented. Zephoria.com
reports that our primary target makes up 29.7% of users, making it the most common age
demographic. For Instagram usage, Business Insider reports 90% of total users are under
the age of 35.

media mix

SOCIAL MEDIA

23

July

August

September

October

November

ONLINE VIDEO
Vevo
Hulu
Pandora
ONLINE DISPLAY ADS
US Weekly
InTouch!

campaign schedule

Cosmo

24

ESPN
Buzzfeed
Comedy Central
Imgur
Reddit
SOCIAL MEDIA
Facebook
Instagram
Twitter
KEYWORD SEARCH
Google Ad Words
CABLE BROADCAST
Primetime
NETWORK BROADCAST
Late Night
Syndication
PROMOTIONS
Deal of the Day
Self-Destructing Coupons
Five for Five
PARTNERSHIPS
Hulu
Habitat for Humanity
Polaroid

Based on Impressions:

HEAVY

MEDIUM

LIGHT

December

MEDIA SPEND breakdown

37%

television
Television

37%

20%

promotions/partnerships
Promotions/Partnerships

DIGITAL
BREAKDOWN

5%

contingency
Contingency

digital
Digital

BUDGET
BUDGETSUMMARY
SUMMARY
TOT
total

88.1 million

WORKING MEDIA
83.4 MILLION

contingency

4.2 million

644,400,000
1,290,000,000

online Video
online Display
Keyword Search
social media

30%
40%
20%
10%

The overall combined media delivery

of television and digital achieves a
monthly reach of 91.5%, with an average
monthly frequency of 11.8.

total
combined
television
online

reach

frequency

91.5%
77.1%

11.8
7.0

63.2%

8.2

delivery

Despite having similar budget allocation

percentages, digital and nontraditional
advertising deliver nearly double the
impressions gained from television.

# of impressions

budget
Allocation

1% of the overall budget

allocation will go towards
creative production costs.

media
TV Total
Digital total

25

BENCHMARKING

measurement/roi

Surveys will be conducted at the start of the campaign to gauge customers top of mind awareness of Pizza Huts
new menu options. Follow up surveys will be administered at the halfway point of the campaign, as well as at its
conclusion.

26

Advertising effectiveness will be measured through a variety of means, including but not limited to:
Efficiency of Ad Word Search
Social Media and Brand Website Traffic
Mobile App Reviews
Brand Engagement
Reach and frequency numbers will be assessed throughout the campaign to ensure the media spend is reaching
its full potential.

return on investment
The ultimate goal of this campaign is to increase Pizza Huts online ordering percentage.

43%

62.7%

Based on future sales projections, this increase will ultimately generate a return on investment ratio of somewhere
between 2:1 and 4:1. This range was determined by analyzing projected sales increases on a per-store basis as
well as on a per-customer basis.

test market spend

While this is a national campaign, it will also incorporate a limited, increased media spend in select cities.
This will allow Pizza Hut to determine the effect that additional spending will have on the targets online
ordering habits and ROI.
Should this test-run prove successful, it will provide a potential supplemental option for Pizza Hut to consider
moving forward to optimize online ordering and ultimately close the gap toward the 75% goal.

FACULTY & CHAIRS

Account Manager

Media Chairs

Janelle Klueber

Advisor

Julia Alexander
Patrick Hagan

Ken Yednock

Emily Ullmann

PR/Promotional Chairs

Dr. Robert Baukus

Art Director/Book Designer

Rebecca Bryden
Jill Podhor

Faculty Mentors

Strategic Planner

Carly Wenderlich

Creative Chairs

Department Chair

Ron Smith
Dr. Colleen Connolly-Ahern

Emily Burke
Katie Levine

TEAM MEMBERS
John Curlett
Savannah Evans
Bridget Greco
Trevor Hains
Alexandra Hille

Ethan Kisan
Rachael Kline
Eden Lauffer
Lindsay McKenna
Aizya McGee

Jacqueline Miller
Kate Perkins
Jen Pytlewski
Ashley Shannon
Katharine Swavely

Nora Tibbetts
Zachary Visgitis
Jeanine Wells
Cassie Yatcilla
Makiala Yates
Lindsay Zacharia

Its not always easy and sometimes life can be deceiving; Ill tell you one thing,

its always better when were together

credits

Casey Adam
Kim Ashmead
Elizabeth Bialosky
Rachel Casciano
Christine Ciancio

27