PIZZA HUT

MEDIA PLAN
PRESENTATION
SABRINA ARGIRO, NICHOLAS PONCE,
LAURA LORA, SPENCETTA DAVILA &
MATHILDE FLATCHER
OUR TARGET AUDIENCE BY:
18-24 College
35-44 Mothers
AGE COHORT Students * To reach the
right consumers,
we segmented our
target audience by
age cohort and
also by fast food
perception. Our
efforts will be
allocated amongst
18-49 but a
specific focus will
be taken on these
two categories.

FAST FOOD ● Have a busy lifestyle ● Have an open schedule

PERCEPTION ● Like to save time with pizza
● Perceive fast food as a quick
fix meal that can be served
at any time
● Eat fast food 14 or more
times a month
● Eat Pizza Hut approximately
5 times a month
The Busy Fixers
● Like to bring friends and
family together with pizza
● Perceive fast food as a guilty
pleasure
● Like to indulge in pizza from
time to time
● Eat Pizza Hut on special
occasions
The Social
Indulgers

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Simmons OneView 2012
Laura Lora
CREATIVE STRATEGY BRIEF
Key Insight
People prefer not to eat alone; they
enjoy sharing meals with others and
pizza is a popular, group-friendly food
that can easily be shared amongst
family and friends.
Message
Pizza Hut assists in strengthening
relationships by making ordering easy
with their new online ordering process.
Organizing Idea
We will show different situations where the
protagonist is involved in a conflict where
he/she is receiving opposing opinions of
what others want to eat. She is very
overwhelmed because she lives such a
busy life, and doesn’t want to disappoint
her “group.” She is happy when she orders
from Pizza Hut’s online ordering system
because not only is it fast and easy for her,
but it helps her satisfy everyone which in
turn, resolves the conflict. Each execution
will show how Pizza Hut’s “Hut Heroes” will
save the day!
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Sabrina Argiro
“HUT HEROES” CAMPAIGN ELEMENTS

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Nicholas Ponce & Laura Lora
COMMERCIAL SPOT #1: 30S SPOT
“BUSY MOM”

Mom walks into house after busy day She is welcomed by her 3 sons who are Woman asks children what they want
at work whining about what they want to eat to eat and they all shout different
2 sec. 2 sec. things
5 sec.

At the same time, one son shouts

Mom worries for a second and then She logs onto her computer and
“chicken” the other shouts “pasta” and
thinks of a solution orders pizza hut online
one shouts “pizza”
2 sec. 5 sec.
2 sec.

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COMMERCIAL SPOT #1: 30S SPOT
“BUSY MOM”

After she orders, time is passing as The boys are extremely happy and
Doorbell rings and the Pizza Hut satisfied when Pizza Hut arrives
the mom and her kids set the table delivery man is at the door
2 sec. 2 sec.
2 sec.

Woman’s husband texts woman Woman writes back “I ordered Pizza

saying “Sorry I had to work late, how Hut online. It was so fast and easy, Fade to Pizza Hut logo and tagline
did dinner go?” they saved the day!” 2 sec.
2 sec. 2 sec.

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 MEDIA FOCUS ON THE SOUTH
* The South will receive more media weight. Not only does the South show the highest fast food
frequency but also 3 of the top cities with highest Pizza Hut monthly visits belong to the region..

*The darker the color, the more

frequently residents of a state
consumed fast food.

Females 35-44
Females 18-24 Northeast Midwest South West
Northeast Midwest South West

24% 18%
23% 19% 21%
37%
*Additionally, the South reflects
22%
the highest population
36%
percentages of females 18-24
and 35-44.

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*See Bibliography for citations. Laura Lora
 HEAVIER MEDIA WEIGHT ON 18-24
COLLEGE STUDENTS
* Based on the research findings for

RATIONALE
media consumption amongst college
students, we will direct our efforts to
The most engaged online during 2pm-3pm reach this consumer by focusing on
mobile advertising, social media
93% use their mobile to search for store information contests, in-game advertising, and
websites with movies and TV content
83% more likely to respond to conversational posts such as HULU and Fandango.
76% use their mobile to find deals/coupons
73% say “games” are the most coveted mobile app
68% “check in” with social media via mobile
67% say “music” is the most coveted mobile app
52% watch movies on computers
46% use their mobile to scan QR codes in a print ad

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*See Bibliography for citations. Laura Lora
 HEAVIER MEDIA WEIGHT ON 35-44
MOTHERS
* Based on the research findings for

RATIONALE
media consumption amongst 35-44
mothers, we will direct our efforts to
The most engaged online during 11am-1pm
reach this consumer by focusing on
92% go online daily for personal use mobile advertising, promotional-fun
social media ads, banners on websites
68% frequently use a smartphone to visit websites with “mom” content and print ads in
magazines that attract this segment.
55% post about brands online on social networks
52% post comments on shopping/retail sites
40% cite the web as their primary info. source
29% more likely to respond to promotional-fun posts
Show HIGH magazine involvement

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*See Bibliography for citations. RATIONALE Laura Lora
CAMPAIGN LAUNCH
Pizza Hut wants to know: “Who saves the day?”
Plan of Action:
• Our target will be directed to upload a picture with the hashtag
#Savestheday, via our media.
• This picture will include the act of kindness that turned the bad day into a
good day and write a short paragraph about the person that performed the
act.
• The pictures/posts with the most likes on social media will then be chosen
to appear on the Pizza Hut’s website where more voting will take place.
• By allowing only one vote per person, the grand prize winner will then be
decided based on the amount of votes on Pizza Hut’s website

Details: The winning “Save the Day” and the person that nominated them, will
be awarded a trip to attend the Los Angeles premiere of Ant-Man in July.
The trip includes:*
• Round trip airfare and a 4 night, 5 day stay at the glamorous Loews
Hollywood Hotel in Hollywood, California ($2,058)
• A chauffeured limousine for the extent of their stay ($7,000)
• VIP experience at Universal Studios Hollywood ($638)
• Five runner ups will be awarded two tickets to an advanced screening of

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Ant-Man in a theater near them. ($250)
Sabrina Argiro
OUR COMMUNICATIONS PLANNING
WILL INCLUDE CABLE ADVERTISING ($6,090,000

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Nicholas Ponce
OUR COMMUNICATIONS PLANNING
WILL INCLUDE DIGITAL ADVERTISING ($2,029,000)

• Fandango ($100,000 for 10,247,698 views)

• Hulu ($80,000 for 60% of 18-49)
• Spotify ($10,000 for 40% of 18-24)
• Vevo ($700,000 for 100 million views)
• MTV ($900,000 for a reach of 500M views)
• ABC($300,000 for a reach of 41% of 18-34)

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OUR COMMUNICATIONS PLANNING
DIGITAL ADVERTISING SAMPLES
FANDANGO

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MTV NEWS
Nicholas Ponce & Laura Lora
OUR COMMUNICATIONS PLANNING
WILL INCLUDE PRINT ADVERTISING ($5,000)

* Print ads will be posted in strategic places and flyers

will be handed out during these conferences & festivals.

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Nicholas Ponce
OUR COMMUNICATIONS PLANNING
WILL INCLUDE MOBILE ADVERTISING ($225,000)

•Reach the widest range of potential customers

 Use of mobile advertising = banner ads on websites for
mobile phone browsers.

 Rationale: 63% of adult cell owners use their phones to go online

according to a research from May 2013.

 34% of cell Internet users go online mostly using their phones.

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OUR COMMUNICATIONS PLANNING
WILL INCLUDE IN-GAME ADVERTISING ($1,500,000)

•Reach more potential consumers

 Launch IGA
= 59% of Americans play video
games (according to ESA).

 Rationale: 32% of game players are between 18-35 years and 39%
of them are over 36 years
 No significant difference between genders as 52% of game players are
male and 48% of game players are female.
 Social games = game genre the most played by both online and
mobile gamers with 30% of market in 2013.
 Candy Crush = played by an average of 11.29 M daily active users.

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OUR COMMUNICATIONS PLANNING
WILL INCLUDE ONLINE RADIO ($300,000)

•Reinforce Pizza Hut brand

 Launch Skin and Displays advertisements via Pandora.

 Rationale: Pandora was ranked as the largest adult 18-49 radio network
in the US in June 2012 with a weekly cumulative audience of 25,333,249.
 6% increase in 3 months only.

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OUR COMMUNICATIONS PLANNING
WILL INCLUDE OUT-OF-HOME MEDIA ($3,000,000)

OUT-OF-HOME
OOH ads will be placed specifically in the 50 1
largest 4-year colleges and around the
streets of the 6 cities of the South.

Billboards: will be placed by the roads with most traffic near

1 selected college campuses and in the top cities. ($1,000,000)

Elevator Wrap: ads create a daily presence where the target is

2 highly concentrated. Generates the most buzz. ($500,000)

3 Transit Ads: will create buzz and reinforce the Pizza Hut brand
while being placed in high traffic areas. ($1,000,000) 2
Night Projections: will be used to gain attention of the “Hut
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Heroes” campaign at the selected 50 colleges during October
and with heavier exposure on Halloween Weekend. ($500,000)

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3 Laura Lora
OUR COMMUNICATIONS PLANNING
WILL INCLUDE EMERGING MEDIA ($2,000,000)

BUS STOPS
We will use interactive bus stops
that will capture the target’s
attention at the hottest and most
trafficked spots of each top city. The
bus stops will have an integrated
camera within them that will capture
the face of the person in front of it
to create a full picture of a hero.
The complete image will hold for 60
seconds, giving the person time to
take pictures and share them on
social media. This interactive
version of advertising, shows what
the target can do with Pizza Hut.

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Laura Lora
OUR COMMUNICATIONS PLANNING
WILL INCLUDE SOCIAL MEDIA

• Pizza Hut’s social media pages will broadcast each execution of our
campaign and gain customer engagement every step of the way
• Our campaign launch will begin on social media sites with #savestheday
• Our Pizza Hut mega-heater will be shown on all our social media sites with
posts such as “Can you guess where we are today?” to increase customer
engagement with the brand
• Harvest progress will be showed on Pizza Hut’s Facebook page every week

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Sabrina Argiro
SPONSORSHIP WITH NYC PRIDE
WILL COST ($20,800)

Plan of Action
• We will help sponsor the NYC Pride March in June of 2015.
• We will have a Pizza Hut tent during Pride Fest, which is an outdoor festival
full of different merchandise and company tents. Our tent will have our logo on
it and we will have volunteers that will be passing out flyers with QR codes for
coupons to use only online.
• We will also help sponsor the Family Movie Night where we will be showing
the animated classic “ The Incredibles”.
• Children will be able to make super hero masks with our logo on it.

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SPONSORSHIP WITH MARVEL&COMIC CON
WILL COST ($50,000)

Plan of Action:
• We will present a Marvel’s Agents of S.H.I.E.L.D. panel at San Diego
Comic Con and New York City Comic 2015
• We will be a sponsor at both Comic Cons.
• We will have two of our “Hut Heroes” dressed up and handing out QR
codes that guests can scan on their smartphones for a special online only
discount code
• Official show bags will have the Pizza Hut logo on them
• Each volunteer will wear t-shirts with the Pizza Hut logo on them
• We will host activities for children attending comic con
• Costume contests
• Mini-capes with Pizza Hut’s logo

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OUR BELOW THE LINE TACTICS
WILL INCLUDE MEGA-HEATER IN NYC ($1,000,000)
Objective: To end this campaign with a big boom and stay in the minds of consumers, we will place a
giant heating unit structure providing warmth to cold passerby and reminding consumers of Pizza Hut’s
delicious and hot pizzas.
Plan of Action:
• For the month of December, we will place a giant pizza box-like structure on Columbus Circle,
NYC that will attract the attention of the media and passerby. This structure will be equipped with
super heaters that, when inside, will warm up the coldest of tourists in just seconds.

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Laura Lora
CORPORATE SOCIAL RESPONSIBILITY
WILL INCLUDE YUM! HARVEST PROGRAM

YUM! Harvest Program

• We will give schools across the nation
change boxes with our logo on them.
• The children will collect change in the
boxes and the school that collects the
most money will win a Pizza Hut Pizza
Party for the whole school

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Nicholas Ponce
BUDGET ALLOCATION
Heavy in the months of July, October and December
With the launch of our campaign in the beginning of July, we want to create the most buzz with heavier
advertising. Our research also shows that October is the busiest month of the year in the pizza
industry.*We also want to end our campaign with heavier advertising because we want the success of
the campaign to last longer than just six months.

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Sabrina Argiro
WHY OUR CAMPAIGN WORKS?
MEASUREMENT AND FOLLOW THROUGH

MEASURABLE OBJECTIVES
GOALS AND INTERIM
MEASURES
R.O.I.
OBJECTIVES

Goals Measures - Return on Investment

- Increase online ordering
- Increase customers
Objectives
- More brand awareness
- Increase Pizza Hut app users
- Brand Relevancy - Satisfaction with Pizza Users
- Awareness - Media Post Buy analysis
- Trust - Visits to Pizza Hut websites &
- Attitudes kj application
- Perception - Number of Pizza orders
sdthrough website/Pizza Hut app

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GOING BEYOND THE ASSIGNMENT:
FUTURE RECOMMENDATIONS

• If Budget is Reduced: lower its media budget for television

advertising.
 Expensive media outlet
 New media = cost-saving + efficient mediums to reach its target.

• If Budget Increased: spend more money on TV (broadcast) and Print

advertising (magazines).
 Increase its traditional media presence

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