Pizza Hut Campaign by Jacquelyn Hines

#232

CONTENTS Executive Summary SWOT STRATEGY/INSIGHTS RESEARCH TARGET MARKET CREATIVE MESSAGING FIXING THE APP SLICE OF LIFE WHEEL/ WEBSITE CREATIVE EXECUTIONS PROMOTIONS MEDIA SOCIAL MEDIA COMMUNITY SERVICE MEDIA FLOW CHART BUDGET/ JUSTIFICATION BIBLIOGRAPHY 2

3 4 5 6,7 8 9,10 11 12 13-15 16,17 18,19 20,21 22 23 24 25-27

EXECUTIVE SUMMARY It’s about transactions, about driving sales digitally, and about pre-empting business from the competition. Completing Pizza Hut’s assignment of increasing on-line and mobile orders by 32 percent and reaching the target of 75 percent of all orders placed online or by mobile within six-months was a challenge. In addition, Pizza Hut asked us to make them the top choice for customers who order digitally and provide the greatest digital ordering experience in the category. Delivering these results will not be easy, as we discover real issues with Pizza Hut’s Existing app. We knew we would need a heavily promotional campaign in order to meet Pizza Hut’s timeline and our goals. The campaign would have to be seamless, interactive, relevant, innovative, and unexpected. It would have to capture the attention and imagination of out market. It would need to be something no one else had done…something that would not devalue Pizza Hut’s unique brand…and something that would become a “slice of people’s lives”.

OUR CAMPAIGN WILL CREATE DIGITAL DOMINANCE Quicker, simpler, more entertaining access to digital ordering will achieve Pizza Hut’s digital goals. AWARENESS Consumers will be farmiliar with our easy-to-use app & ordering process and of our entertaining and engaging interactive contests, our rewards, games, events and crowd-sources content. PARTICIPATION Once our customers experience the new Pizza Hut app, online ordering and digital persona they will want to win prizes, join in member only activities and return again and again. SALES Every promotion, every dollar expended is designed to drive transactions and long-term brand LOYALTY. IN THIS CAMPAIGN, WE WILL... Excite our prospects with the ease and fun of Pizza Hut and the potential to win. Engage them through interactive events and promotions, such as the Slice of Life wheel. Enable a change in perception and customer relationships with Pizza Hut that relate to the company’s place in consumer’s lives - Pizza Hut is good pizza that has become a slice of people’s lives.

Strengths • • • • • • • •

Part of the largest restaurant chain in the world Over 20,000 franchises around the world Brand leader in the US Innovative range of pizzas under one roof Fmous television advertising Food attracts people of various ranges from young to old. 100% owned Yum! Pizza Hut sits on top of global full-service restaurant tree

Weaknesses • • • •

There are complex computer systems and internal conflicts with franchisees. There is a lack of an organic, or low-calorie pizzas, which limits the target market Inconsistency in franchise agreements means not all outlets offer the same option or satisfation Pizza Hut has been slower than some competitors to respond to digital ordering and engagement options

THE WHOLE PIE: The Pizza Marketplace • 93 percent of Americans eat pizza, they view pizza as a part of their lives…their go-to meal, in many ways it is the centerpiece of multiple life occasions • 60 percent of people under the age of 20 have pizza delivered at least once a month. • Pizza choice is driven by the occasion for which it is ordered and the emotions involve • 46 percent surveyed think pizza is fairly priced • 64 percent say the quality of the food is important in choosing a brand. • Households with incomes above $50,000 and some higher education buy more pizza • Industry continues to grow at 1.6 percent annually • Pizza Hut commands 14.68 percent of the almost $37 billion-a-year QSR market • Digital ordering is a strong focus • The average online check runs $6 to $9 higher than in person or phone-in orders

Opportunities • • • •

New Pizzas with different crust sizes and flavors Pizza Hut can own the perception of great pizza and re-engage the public’s desire for a quality product By marketing pizza as a shared life experience, not just a cheap meal, Pizza Hut can stake out a distinctive role in the pizza market.

“The essential difference between emotion and reason, is that emotion leads to action while reason leads to conclusions.”

Threats • • •

Rising competition undermines Pizza Hut as consumers are enticed by lower prices and greater convenience Rising costs threaten margins Increasing health and and obesity concerns

of Americans eat pizza.

STRATEGY: Consumers continue to increase their frequency of pizza ordering online and on mobile devices. Pizza Hut’s challenge is to direct those orders to their digital platforms and away from the competition. In order to accomplish that, Pizza Hut must • Make ordering from Pizza Hut a user-friendly, engaging, interactive, and rewarding experience to drive brand loyalty. • Generate awareness among all pizza customers that when they are tired of cheap, crummy pizza, and when they want to share. • great-tasting pizza with family or friends, Pizza Hut is there - it is a part of their world, Pizza Hut is a slice of their lives. • Connect and implement our campaign using the unifying concept of Pizza Hut as a slice of peoples lives- there to share and enhance big and small events, to provide good, well-priced food that adds conveniece, fun and enjoyment to our days. • Offer promotions and activities that pre-empt purchase of competitive brands of pizza. • Require ALL budget expenditures to be included in online or mobile interaction.

INSIGHTS 1. To drive online and mobile orders we must simplify Pizza Hut’s app, make it fun and user friendly and provide extensive promotional reward as well as reinforce the quality image of Pizza Hut. Our intent is for Pizza Hut to be a slice of consumer’s lives. 2. Many consumers have been swept into the world of quick, cheap, pizza they have forgotten- or have never focused on pizza as a life experience. We must remind them that not all pizza is the same and for those moments of sharing with family and friends, they can have the quality of Pizza Hut. It is easy to access, and value priced and Pizza Hut represents life experiences and memories... Pizza Hut is a slice of our lives. 3. Consumers don’t buy pizza because of their age or their income or neighborhood. They buy pizza based on the occasion-of-use. 4. To maximize online sales, Pizza Hut needs to make ordering by occasion easy and fast as well as rewarding for the user. 5

RESEARCH SUMMARY & FINDINGS 6

Great Pizza Race Tests

•

204

•

Secondary Research

Taste Tests

2686

•

Research Impressions

•

2397 Surveys

Focus Group Participants

KEY FACTORS Pizza Hut is good pizza Pizza Hut app lacks simplicity and is not user friendly Pizza consumption differs depending on occassion- of use Pizza Hut has a special recognition among consumers, it has been a part of their lives and they see it as a “slice-of-their-life”

RESEARCH- THE GREAT PIZZA RACE We staged a game show where the competition was to use leading pizza apps. Participants ordered identical pizzas without prior account set up. Unfortunately Pizza Hut’s app ordering took almost twice as long as the others. Post-test interviews revealed some interesting information: • Pizza Hut’s app required that personal information be input twice…none of the others required this. • When ordering new “Flavor of Now” pizza – the Pizza Hut app repeatedly crashed when using a mobile device 4 Pizzas • Participants told us the app was confusing, tedious and too hard to use.

3 Apps 3 Minutes 1 Winner

THE GREAT PIZZA RACE

Pizza Hut comes in third…has some work to do. 7

THE TARGET MARKET Consumers don’t buy pizza because of their age or their income or their neighborhood. Typically, they buy pizza based on the occasion of use and who is eating the pizza. Pizza Hut’s broad targets, 18–64-year-olds and more specifically 18-49 year olds for digital and the 18-34 millennial follow this behavioral purchasing model as well. Because data describing these target markets is widely publicized and standardized, we opted to address the market in a less obvious manner and relate it to our strategy for more.

EMPHASIZE OCCASION-OF-USE SEGMENTS Our strategy is to emphasize occasion-of-use segments, reaching them as they decide to buy pizza and re-directing their purchases to Pizza Hut and away from competitors. Maximizing online sales means Pizza Hut needs to make ordering by occasion easy and fast as well as rewarding for the user.

GUYS SUMMER OUTINGS July

Getting together with the guys is always a big event but doesn’t happen often enough. When they can get together, pizza from Pizza Hut is a great food choice .There’s a variety to choose from at a fair price for sharing and there’s a chance to win prizes as well. The guys can make Pizza Hut a regular slice of their life.

DATE NIGHT October Sometimes date night is in a fine restaurant, sometimes it’s at home in front of the TV. Choose from a variety of menu choices...maybe an ‘artesian’ “Flavor of Now” pizza from Pizza Hut... A good meal that leaves us plenty of time to go to a move, see a musical or sporting event. Pizza Hut pizza let’s you share a slice of your life with someone special.

BACK TO SCHOOL August Kids are picky eaters so often when we need a quick and easy meal for them the best choice is pizza. You want it to be the highest quality possible. Give them their Pizza Hut favorite. They will remember the games they won, their accomplishments and the great pizza they shared with you. Mak Pizza Hut a “slice of their life”.

FINALS & FRIENDSGIVING November College students want good-tasting food. They want it quick, they want it easy and they want a great deal. Whether it is for a late night study session, a group project, or a Netflix binge Pizza Hut pizza is the perfect group meal-to-share and enjoy. Invite your friends and family to share a “slice of your life.”

MOM’S NIGHT IN September Moms have busy lives. For most of them an important “slice of life” are the moments when they get to sit down and have dinner with their family. Mom needs it quick, with great quality and hassle- free. Sitting down to Pizza Hut pizza is her time to take a deep breath and share a slice of life with her family.

EVERYONE FOR THE HOLIDAYS December

When everyone is coming home, joining family gatherings, or thinking of home, it is the perfect time to share our memories and our meals. We all bring our own stories and ideas to share with the important people in our world. It is a time to share a” slice of our lives” with others.

CREATIVE MESSAGING Taking the target up the ladder of commitment:

Laddering: helps marketers understand the consumer’s goals and values.

Emotional Benefits I not only get good food but ordering Pizza Hut online simplifies my life by providing a quick and easy, great tasting meal that brings those I careabout together to share. Having pizza is a part ofour world....Pizza Hut is a slice of our life.

Customer Functional Benefits

I know that when I order Pizza Hut I get a good meal, that brings people together to share good times and good food. Pizza hut is there for big events and small moments it is a part of my world and represents a slice of my life.

Product Benefits Provide a variety of quality, good tasting, innovative foods for delivery, pick-up or to eat in store at a fair price.

THE PIZZA HUT CONSUMER RELATIONSHIP LADDER STEP 4- “What does the result mean to you?” Pizza Hut is a slice of my life. STEP 3- “What does the benefit do for you?” Let’s me share better pizza. STEP 2- “What does the feature do for you?” I get good pizza and a good deal.

Features & Attributes Pizza Hut is the nations largest pizza chain, the leader in sales and known for an innovative menu of good tasting products. • Good Pizza - variety of crust, sauces and ingredients • Variety Menu • Convenient • Fair Pricing • Prize Wheel

STEP 1- “Which features do you like best?” Good Pizza at a fair price plus prizes. 9

POSITION: For pizza lover’s, Pizza Hut is great pizza, abundant flavors, improved digital access but much more. Pizza Hut – always the nation’s innovator in pizza now gives them the special Pizza Hut experience at competitive prices and even for home delivery. Pizza Hut is a special part of consumer’s lives. It has always been a special place, a special experience better than the cheap cardboard crust competitors . Each Pizza Hut experience represents an integral part of the customer’s world a “slice of their life” dedicated to sharing and to fun and family…a part of the whole- shared with others…Pizza Hut, is a slice of our lives. They can share with #mysliceoflife.

THE BIG IDEA

Ordering pizza online or through Pizza Huts mobile app not only offers good food, great variety and a diverse menu but it links consumers with fun, engaging events, rewards, contests, like Pizza Hut’s new Slice of Life Rewards Wheel, a core aspect of Pizza Hut’s digital campaign.It also creates a community of consumers who view pizza as more than a quick meal but instead as an integral “slice of their lives.”

CREATIVE MESSAGING: All elements of the campaign will be linked by the creative messaging stressing that Pizza Hut is not cheap, quick pizza, it is a quality meal you share with friends and family during big and small life moments. Pizza Hut is a reflection of your world it is a “slice of your life.”

THE BEGINNING: FIXING THE APP Using Pizza Hut’s new interactive app is user-friendly and fun. Using Pizza Hut’s “build your own pizza” app powered by Chaotic Moon Technology is simple, quick and entertaining. 1. Choose your venue 2. Choose your occasion 3. Review the pop-up menu options 4. Click on place your order Using drag & drop technology you choose your pizza size, choose your toppings, choose your extras, and place your order. • Input delivery information the first time you use the app and then it is saved for future use. • Pay using Pizza Express, Apple Pay, Visa-Check or any electronic pay system you choose. Every time you place an order digitally you spin the “Slice of Prizes Wheel” and every time you spin, you win. Prizes range from a free soft drink to a $1,000 check.

OCCASIONS: DELIVERY

FOR THE KIDS

FOR THE KIDS: PEPPERONI

SAUSAGE

CHEESE

PICTURE

FUN WITH FRIENDS

CARRYOUT

FAMILY NIGHT

PARTIES & GROUPS

DINE-IN

01 BBQ BACON CHEESEBURGER HAND TOSSED

SPECIALS

LARGE

Barbeque sauce, classic meatballs, hardwood smoked bacon, fresh red onions and diced Roma tomatoes—flavored up with roasted cheddar on the crust edge and a barbeque sauce drizle 99 $

FLAVOR OF NOW

ORDER PREVIOUS ORDER

FLAVOR OF NOW:

PRICE MAY VARY BY LOCATION. LIMITED TIME OFFER. ADDITIONAL CHARGE FOR EXTRA CHEESE AND TOPPINGS.

CREATE YOUR OWN

PLACE ORDER

PLACE ORDER SIGN IN OR CREATE ACCOUNT

5. Using Pizza Hut’s interactive “design your own pizza”” screen powered by Chaotic Moon Studios. 6. Using drag and drop technology choose your size, toppings, extras, and then place your order. 7. Just play with the interactive app. 8. Pay using Pizza Express, Apple Pay, Visa-Check, or anyt electronic wallet system to speed the order. 9. Input your delivery information the first time you use the system - then it is saved for future use. 10. Join the Pizza Lovers if you don’t belong or click on membership if you are registered to get points for future rewards. 11. As you select ingredients play with our Incredibox interactive music game powered by SoFarSoGood Frer Technologies.

Incredibox With Incredibox when you choose a pizza ingredient it activates a musical note. After your order is placed you can use your notes to writean original piece of music you can save, submit to WhatsMySlice.com and for our YouTube competition. Winners will be eligable for numerous prizes. See Pizza Hut’s website or mobile app for details and rules.

Welcome, Guest

SPIN FOR YOUR SLICE OF LIFE • You spin. You win, everytime. • Win prizes ranging froma can of Pepsi, to free • tuition. Your prize, your slice. • Unlock extra spins via social media friend referals, birthday, special occasians, • Bump your phones to easily split order payment with a group

• • • •

Rewards cards will also be able to be used with interactive signs, kiosks, access online games, and augmented reality. You spin. You win, everytime. Win prizes ranging froma can of Pepsi, to free tuition. Your prize, your slice. Unlock extra spins via social media friend referals, birthday, special occasians, Bump your phones to easily split order payment with a group

Win@pizzahut.com

ORDER

OCCASIONS

THE WHEEL

DEALS

Carryout From Change

$0.00

123 N Street Rd

CREATE AN ORDER TO SPIN

THE WHEEL OF SLICES TO WIN... PRIZES!

ORDER NOW

PRIZES WILL VARY PER SPIN BUT ALWAYS A GUARRANTEED WIN.

10 NEW FLAVORS OF

STUFFED $

CRUST

LARGE 1 TOPPING LIMITED TIME

ORDER NOW

SLICE OF LIFE: Nov. College Students (friendsgiving / Upcoming Finals)

College students have a lot going on. Whether they are involved in a sorority or studying for finals, they do not have a lot of time to cook or even sit at restaurants. A late night study session, a group project or a Netflix binge. College students are also known for celebrating an early Thanksgiving with their friends known as “friendsgiving” to kick off the break. In all of these situations, a Pizza Hut pizza is a language that everyone understands and can bring their own LEARN MORE slice of life to.

RE-DESIGNED WEBSITE Pizza Hut’s new website showcases the ‘Slice of Life’ Prize Wheel, our new, easier to use order options and interactive fun.

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INTERACTIVE ORDER SIGNS

CREATIVE EXECUTIONS

MOM’S SLICE OF LIFE - 60: SECOND SPOT

Mom enters frame in laundry room folding clothes with kids screaming in background. MOM: -“Oh hey, I would apologize for all the chaos but who has time to say sorry.”

Mom saves her two kids from running into each other. They were running full speed at each otherand she just redirects them as they continue to keep running. After separating the two kids she gets a text from her daughter.

KELLY’S TEXT: “mom your gr8” MOM: “Kelly it’s “you are” and what do you want?” KELLY’S TEXT:“can I have you’re car after dinner?” Mom shakes head in resignation

MOM: “I am a mom and my kids are my everything. They make my life… Interesting.. and I wouldn’t trade them for anything. Jimmy…. stop” Kid slowly backs away from cutting his sister’s hair.

#WhatsYourSlice INSERT: doorbell ring MOM: “I am a mom and when my family wants something to eat, I get them something WORTH eating”

Opens door to Pizza Huu delivery guy just as husband enters home saying HUSBAND: “HONEY I”M…..” “honey I’m glad to see you”. Mom takes the pizza walks into the kitchen where everyone is quietly sitting and waiting for her.

MOM: “My whole day may seem a little chaotic. But this quiet time right here… This is my little slice of life… And I wouldn’t feed them anything less than great. And this $1000 that I won just by ordering Pizza Hut online.. well lets just say momma needs a spa day” opens box and sets it on table.

INSERT: Pizza Hut logo INSERT: #WhatsYourSlice VO: Order pizza from Pizza Hut online and get one spin on our slice of life rewards wheel.

THE PROMOTIONS JULY

GENERAL MARKET PIZZA HUT POP-UPS • Fourth of July celebrations. • Visit the Pizza Hut Slice of Life Tent. • Show your downloaded Pizza Hut App for a free slice of Pizza. • Spin the Slice of Life Wheel. • Scan your App over the winning slice to get your audience. SUB-SEGMENT BASS PRO SHOPS GUYS NIGHT OUT Pizza Hut will partner with Bass Pro Shops in our top 20 cities to stage Guys Night Out a special joint-event that includes: • In store pizza buffet. • An evening of sports training sessions and contest. • Prizes supplied by both Pizza Hut and Bass Pro Shops. • Every participant will recieve a a specialty. designed Guys Night Out Slice of Life t-shirt.

AUGUST GENERAL MARKET TARGET BACK TO SCHOOL PROMOTION • •

Target -Back to school Bonanza. Buy your back to school supplies, clothes, technology or room décor at Target; for every $100 you spend get $5 in pizza credit at Pizza Hut when you order scan your receipts for credit. SUB-SEGMENT AMC BACK TO SCHOOL MOVIES August brings the end-of summer –back to-school transition. It is a great opportunity to offer Pizza Hut’s youngest customers a special reward and to remind their family of how pizza fits into the family’s quick and easy way-of-life. Pizza Hut and AMC theatres will sponsor the Back-To-School-Monday Blowout. An all-day movie theatre spectacular…a day of movies, a personal pan pizza, drink and popcorn and a free Slice of Life – “Please the Kids” tee shirts. Each participant will receive back to school supplies and a code to Spin the Slice of Life Prize Wheel.

SEPTEMBER

GENERAL MARKET SCAVENGER HUNT • We will place stickers (at various Pizza Huts and city landmarks), that look like pizza’s but include a QSR code that can only be scanned using the Pizza Hut app. • At each pizza sticker, participants will receive a special offer (such as a free soft drink and a clue to the location of the next code. Prizes will get better the further along you get in the digital scavenger hunt. SUB-SEGMENT EAT & WIN WITH FITBIT September’s focus promotion is targeted at Mom’s. Pizza Hut, Macy’s and FitBit will host Mom’s” Slice of Life Fall Fashion Lunches - Menu will feature salads and ‘healthy’ option pizzas, Macy’s will provide door prizes, makeovers and the fashion show FitBits will provide bracelets for 20 Moms at each event and a 25 percent discount card toward purchase of a FitBit to all atte.

THE PROMOTIONS

OCTOBER

GENERAL MARKET BOOK IT/ NETFLIX • Holders of Readers Award will vist their local Pizza Hut for their pizza, award, and exclusive Pizza Hut school supplies. • Netflix Viewrs will also recieve a promotion code at random that they can redeem within one hour for 50% off a full priced pizza. • Codes will continue during the promotion for an extra wheel spin. SUB-SEGMENT COME FLY WITH US In October Pizza Hut and partner Southwest Airlines will give-away pairs of airline tickets to romantic weekend. - Winners will receive 2 tickets and $1,000. prize money. Tickets will be awarded through spins on the Slice of Wheel.

NOVEMBER

GENERAL MARKET BUY ONE-GIVE ONE • Pizza Hut will invite patrons to give a Slice of Home to the hungry around the world or deported military. • The Buy One- Give One will be an annual focus on world hunger and allow patrons to help and generate awareness of all that Pizza Hut does to diminish hunger.

DECEMBER

ALL MARKETS A SLICE OF THE HOLIDAYS • During December every time you make an online purchase from Pizza Hut you can view the holiday movie of the day on the Pizza Hut website. You have until midnight each day until the movie resets.

SUB-SEGMENT FRIENDSGIVING Pizza Hut will offer three different Friendsgiving specials. Those who order a special can send a free medium pizza to a friends that could not attend their gathering (offer good for the first 1,000 online orders). Consumers can send JibJab egreetings to friends.

MEDIA TRADITIONAL MEDIA OBJECTIVES • • • • • • • •

Concentrate message delivery primarily to a broad target base of men and women pizza consumers between 18-64 who comprisethe primary market with heavy-ups to 18-49 years olds and digital emphasis to 18-34 year-olds. Secondary message emphasis should target the five “occasion-of-use” sub-segments defined as potential heavy-users. Place geographic emphasis on the top 20 markets as based on Pizza Hut store intensity and high population of target prospects. Select media placements that offer the opportunity to enhance an emotional response to the depiction of the role of quality pizza in people’s lives and in specialty programming that tends to attract a ‘real-time’ audience. Seek placement opportunities in real-time specialty programming with strong appeal to “Occasion-of-use” segments. Utilize local spot placement to reach Hispanic and/or adult African-American consumers in the top 20 markets for pizza consumption. Target Hispanic audiences through placements in top-rated media for Latino-Hispanic audiences. Concentrate message delivery primarily to a broad target base of men and women pizza consumers between 18-64 who construct the primary market with heavy-ups to 18-49 years olds and digital emphasis.

SOCIAL/DIGITAL MEDIA OBJECTIVES • • •

Utilize online advertising to promote special occasion ordering and direct consumers to the redesigned web-site and app . Placements should occur across a broad range of site. Maintain but enhance and energize Pizza Hut’s existing digital platform advertising.

MEDIA STRATEGIES • • • • •

Use traditional advertising to initiate the campaign and reach the core target market to create awareness of Pizza Hut’s enhanced digital platforms and offers. Effective message impact will be secured through precisely targeted pulsing targeted to Occasion-of-Use sub-segments. Pulse additional message weight to coordinate with specific promotions targeting each sub-segments. Media delivery will be concentrated between July 1 and December 31, 2015. Seek a -week average Reach of 88 and a 4-week average Frequency of 10during the 6-month campaign.

Utilize a combination of social and digital platforms to support delivery of social media campaign Key Performance Indicators.

KEY PERFORMANCE INDICATORS:

REach Act convert engage

Support an acqusition strategy to build awareness of off-site and offline media in order to drive web prescence.

Campaign Metrics REACH

FREQUENCY

TOTAL TARGET RATING POINTS Persuade visitors to interact on select social media platforms in order to convert them through a connection with relevent content offers and the Slice of Life wheel.

Retain and grow consumer interactions to build relationships and encourage repeat visits with relevant content and offers.

5286

GROSS IMPRESIONS

7,505,609,533

CPM ROI

$19.72 $19.50 19

Snapchat •

•

Participants snap photos that depict their favorite ‘slice of life; and post captions that explain or how pizza helps impact those moments. Use Snapchat Stories to publish original content, new products, posts mentioned above and promotions.

Google Plus

LinkedIn •

• • • •

•

Continue to use banners and pop-ups to market. Pizza Huts new Interactive website and Slice of Life Prize Wheel. Encourage likes of new Pizza Hut digital and post to Google+ when used. Create a Pizza Winners forum for Wheel winners to pot pictures and comments about their prizes and about current promotions and events.

•

• •

This platform is more occupationally focused rather than advertising focused so we will incorporate a link to our Facebook page and website on our “Business page.” Repost articles where PH is mentioned,/ recognized for positive experiences and more. Random survey links, Random recognition of employees, etc.

SOCIAL MEDIA: PIZZA HUT’S DIGITAL SLICE Vine •

•

Six-.second contributor videos that explain how pizza helped make my slice of life. Post original content depicting making the pizzas, short teasers for new products, life hacks, etc.

Pinterest • Create a ‘pin’ board for each sub-segment. • “Mom” –original content about running a busy household and where pizza fits in. Showcase the prize wheel and how the prizes won are deserved by busy moms;

• •

•

“Kids back to School”- innovative schoolideas; “Dad/ Fishing weekend”-Strange dad humor, link to humorous moments and photos; “College/study for finals”- study hacks, money saving ideas; “Couple Date Night”easy, cute, date-night plans.

Instagram •

Tumblr •

Tumblr is a micro-blogging platform and social networking website. Pizza Hut will use Tumblr to post brief discussions of menu items, how pizza has fit into Slices of People’s lives.

•

Participants post photos that depict their favorite ‘slice of life; and post captions that explain or how pizza helps impact those moments while also tagging them with #MySliceofLife. This will help generate original content for digital billboards Pizza Hut will also post original content that helps push the ‘Slice of Life’ promotion.

Facebook •

Continue to use banners and pop-ups to market. Pizza Huts new Interactive website and Slice of Life Prize Wheel. Encourage likes of new Pizza Hut digital and post to Facebook when used. Create a Pizza Winners forum for Wheel winners to pot pictures and comments about their prizes and about current promotions and pizza experiences.

• • •

SOCIAL MEDIA: PIZZA HUT’S DIGITAL SLICE YouTube • • •

Display user-generated content of “My slice of life.” Create videos about the winners of the larger slice of life wheel prizes. Use partners YouTube channels to show the partnerships between them and Pizza Hut.

Pizza Hut Blog

Twitter •

• •

Participants tweet, with or without photos, about moments that depict their favorite ‘Slice of Life’ and tag them with #MySliceofLife. This will help generate original content for digital billboards. Pizza Hut will post original content that helps push the ‘Slice of Life’ promotion.

•

A weekly blog post on our webpage that reminds consumers about promotions, talks about winners and participation in promotions.

COMMUNITY SERVICE & PHILANTHROPHY

When you have a company that does as much as right as Pizza Hut does in terms of charity and community service there is little reason to suggest change. We would simply urge Pizza Hut to let the world know more about their good works and how our customers can play a role in ‘paying it forward’.

BOOK IT Our research clearly established the long-lasting impact and corporate identity provided by “Book It” which is now in its 31st year. We encourage that Pizza Hut continue and escalate support for the program and make it part of their October campaign focus. The program should continue its existing program fostering children’s love of reading. In October holders of the Reading Award Certificate and the Passport for Reading will not only receive their personal pizza but also Pizza Hut book covers and school supplies.

UNITED NATIONS WORLD FOOD PROGRAM We urge Pizza Hut to command even more positive public perception and gain more media coverage by escalating its role as a leader in the fight to diminish world hunger and to continue its commitment to the Harvest Program.

BLAKE SHELTON & CHRISTINA AGUILERA Pizza Hut is in the unique position to take advantage of a rare opportunity. Blake Shelton is already aPizza Hut spokesperson; his fellow judge on the top-rated television program “The Voice” Christina Aguilera is the United Nations spokesperson in the battle against hunger. We urge Pizza Hut to use November and the Buy One- Give One initiative as a gateway to build a massive online audience for a fund-raising telethon to fight world hunger. Those who have ordered a pizza online during the campaign will have a code to watch online the concert-fundraiser. When they watch the concert, our customers will be urged to “pay it forward” and give the price of a pizza to someone around the world. We urge Pizza Hut to make this an annual opportunity, to encourage our consumers to join in thanks for what they have, and maximise their relationship with these personalities.

LOCAL COMMUNITY PROGRAMS Local franchise owners continuously give back to their communities, but often local residents are not aware of the good they do. We will initiate a Pizza Hut Online Bulletin Board on our website that tells about the numerous gifts, partnerships and sponsorships provided by Pizza Hut. We will also feature some of these stories on our digital and interactive billboards and on YouTube videos.

MEDIA FLOW CHART 3/24/15 28

July 12

August 16 23

September 13 20 27

October 11 18

November 8 15 22 29

December 6 13 20 27

Total

Network The Big Bang Theory NCIS

$5,232,000 $1,333,192

Cable The Walking Dead American Horror Story

$4,527,600 $4,389,392

Spot ESPN - Baseball/Football Univision - Soccer FXX It's Always Sunny in Philadelphia

$4,791,000 $1,440,000 $2,400,000 $900,000 Television Messaging

Television

Men Summer Fishing

Back to School

Busy Mom

Date Night

Finals.Friendsgiving

Holidays

$7,332,458

$4,249,759

$3,269,073

$3,868,748

$3,024,073

Out of Home Digital Boards

$25,013,184

$624,000

Standard Boards

$411,000

Train, Bus, Subway Interactive Cards

$1,500,000 Outdoor Messaging

Outdoor

User Generated Content Men Summer Fishing

User Generated Content Back to School

User Generated Content Busy Mom

User Generated Content Date Night

User Generated Content Finals.Friendsgiving

User Generated Content Holidays

$469,440

$375,560

$469,440

$375,560

Print Cosmopolitan ESPN-The Magazine Game Informer Sports Illustrated Latina Entertainment Weekly Good Housekeeping

$2,535,000

$432,000 $432,000 $522,000 $672,000 $86,000 $1,800,000 $690,000 Print Messaging

Digital

Men Summer Fishing $874,333

Busy Mom

Date Night

Finals.Friendsgiving

$1,336,889

$490,667

$1,932,111

Digital Banner Ads Hulu

$4,634,000

$400,000 $160,000

Mobile Text Video Clip Ads

$250,000 $550,000 Digital Messaging

User Generated Content Men Summer Fishing

User Generated Content Back to School

User Generated Content Busy Mom

User Generated Content Date Night

User Generated Content Finals.Friendsgiving

User Generated Content Holidays

$251,850

$201,482

$251,850

$201,486

$1,983,055

$1,586,445

$1,983,055

$1,586,445

$10,708,500

$2,500,000

$15,000,000

$13,411,136

$9,454,104

$9,269,449

$8,423,227

$11,005,204

$7,687,564

$59,250,684

Social Media Refer to Book for full list

$1,360,000

$10,708,500 ANNUAL CAMPAIGN

CAMPAIGN EVALUATION Campaign success will be determined by evaluating the following traditional and non-traditional metrics. • Increased participation on Pizza Hut social media • Increased online orders • Participation in monthly • promotions • Increase in dollar value of online transactions • Attain reach projections • Attain frequency projections • Utilize Google analytics to track and analysis social media success • Initiate a post-campaign brand awareness study

Contingency Contingency

Total Cost

000000 1

EVALUATION & BUDGET MEDIA BUDGET Broadcast Television Magazines Out-of-Home Social/Digital Media TOTAL MEDIA BUDGET

$50,260,120.00 $ 4,634,000.00 $ 2,535,000.00 $22,068,500.00 $79,497,620.00

GENERAL BUDGET Production $ 600,000.00 Digital Design, Development & Management $ 100,000.00 Licensing Rights $ 1,500,000.00 Slice of Life Wheel & Card Design $ 50,000.00 Wheel Prizes $41,268,000.00 Partnerships $ 2,785,000.00 Truck Fleet $ 680,000.00 Pods $ 40,000.00 Mobile Fleet Design/Production $ 50,000.00 Kiosks $ 40,000.00 Blake Shelton Fee $ 2,500,000.00 United States Sweepstakes Prize Wheel Mgmt. $ 3,000,000.00 Direct Ordering Management $ 400,000.00 Social Media Management $ 500,000.00 Contingency & Fees $ 15,000,000.00 TOTAL GENERAL BUDGET $68,513,000.00 *(ROI = Proj. sales increase x YUM Brand profit margin of 0.1083 –marketing investment / by marketing investment) TOTAL BUDGET: $148,010,620.00

BUDGET JUSTIFICATION & ROI • Pizza Hut system wide sales in 2014 equal $5.7 billion. • QSR-quick service restaurants source and publisher recommends restaurants in competitive markets with sales at Pizza Hut’s level return approximately 3-4 percent of total sales back into marketing which would be $342,000,000. per annum . • Six months spend at that rate would total $171,000,000 spend • *ROI = 19.5

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