DiGiorno Pizza
by:
Numero Unos
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Our Team…
…Numero Unos
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Kellee Bassaragh, Co-Account Management Lead
Krystina DeSadier, Co-Account Management Lead
Patrick Osaji, Co-Creative Director
Charles Turnage, Co-Creative Director
Isaure Moorehead, Planning Director
Kai Penn, PR/Media Director
Nicole Mitchell, Events Director
Haitao Sun, Business Intelligence
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Agenda
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The Assignment
IMC
Who Are They?
Objectives
The Right Fit
The Big Idea
Creative
Media and Contact Plan
Events
DiGiorno’s Permanent Impact
Q&A
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The Assignment
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Assignment Statement
Create a strategic marketing plan and
present an integrated creative
campaign that will increase awareness
of the DiGiorno pizza brand among
African American (AA) college
students.
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How Big Is the Pie?
(Opportunity)
• As of 2004, there were roughly 2
million AA undergraduates
• Younger target audience could
prospectively carry the brand from
generation to generation
• By catering to this market today, we
are creating a potential loyal
consumer market for tomorrow
U.S. Dept. of Education, 2004
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What We Did
• Used text messaging via cell phones to
conduct surveys
• Man on the street interviews and surveys
• Collectively polled approximately 100 AA
college students
Numero Unos Group Research, 2008
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Integrated Marketing
Communications
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Why Use An IMC
Approach?
• Use as a natural fit to AA lifestyle s
• To hit consumer with various mediums from
different angles
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Who Are They?
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Target Audience
• 18-24 AA college students
• Single
• College Dorms
• College Apartments
• High school diploma/some college
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Target’s Interests
• Enjoys watching sporting events (Professional and
NCAA)
• Physically active in sports (track and football)
• Attends music concerts and purchases CDs (R&B, rap,
hip-hop)
• Eats fast food
• Entertainment and technology enthusiasts
• Enjoys spending free time with friends and family
• Shopping and going to movies
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Target’s Key Behaviors
• Frequent carry-out and delivery pizza
users
• Low volume premium frozen pizza buyers
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Objectives
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Marketing Objectives
• Penetration of households
• Elevation of sales
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Marketing Challenge
To convince AA college students that the
DiGiorno brand is not your typical
frozen pizza. It has the same quality
as CO/D pizza.
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Communication Objectives
• To abandon the frozen food category and be
seen as CO/D to our targeted consumers
• Raise awareness
• Shift perception
• For consumers to taste/try the brand
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The Right Fit
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Core Insights: Rationale for
Strategy
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DiGiorno fails to meet extreme popularity to our market because the brand
has not been introduced in their youth, thus preventing any loyalties
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Frozen pizza isn’t considered the primary choice of food
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Pizza contributes to the idea of socialization because individuals are
consuming from one item, bringing together friends and family
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Many college students hate waiting long periods of time for their delivery
pizza, thus DiGiorno can be their primary choice
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Their has been a lack of inclusion of our targeted audiences (faces,
situations, environment)
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Target is money concsious and therefore that reflects in what food they eat
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Original Positioning
For adults to view carry-out/delivery
(CO/D) as the ultimate form of pizza
by emphasizing DiGiorno’s hot, fresh
toppings, rising crust, and restaurantlike taste.
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Our Slice
For AA college students who view
CO/D as the pinnacle of all pizzas,
DiGiorno provides CO/D quality pizza
with fresh toppings and a rising crust
for a portion of the price in the
convenience of your own room.
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Benefit Statement
With DiGiorno and its rising crust and
fresh toppings, you can have the fresh
baked taste you expect from CO/D
pizza whenever you want it.
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Support
• Hot and fresh
• Steaming hot from the
oven/microwave
• Soft, rising crust
• FAST- no wait, no line, no walk
• Affordable
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Rising to the Occasion
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Rising to the Occasion:
Defined
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Fulfilling the expectations of parents, alumni, university staff the
surrounding community and most importantly, the students
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Students not only show the best they can be through academic excelence
and achievement but also through step shows, bands, and dance teams
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Manifest itself in every aspect of their student lives:
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Starting school, acing exams, defeating a rival team students must “Rise to the
Occasion”
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Students are starting to understand the real world and must step up to be
successful
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DiGiorno will Rise to the Occasion by being comparable to CO/D in the eyes
of the hard to please AA college market
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The Creative
To create print ads, event posters,
and an interactive web banner to
promote and expand the DiGiorno
brand to AA college students.
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Media & Contact Strategy
Media Vehicle
Rationale
Events
Through targeted on campus experience
and sampling
Magazines
Provide a visual reminder of how
DiGiorno’s intertwines in everyday life
Internet
New medium highly used; to get
DiGiorno’s image to target and beyond
Local Radio
To spread the idea of DiGiorno beyond
the college campus
School Radio
Enforce DiGiorno as CO/D among AA
college students
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Events
In hopes of introducing or
reintroducing the brand to the target
audience, DiGiorno would hope to
sponsor popular and traditional events
that would fall within Welcome Week,
Homecoming, and Finals Week.
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Types of Events
Finals Week
Welcome Week
Homecoming
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Welcome to Campus!
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Say You’re Welcome
to Your Taste Buds!
• Adopt explicit consumer mentality
• Reach students when they arrive
• Buying first groceries of the year
(parent’s money)  redeem coupons
• Hungry, tired, and frustrated from
moving into dorms
• A refresher
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Finals Week
• Stressed, tired,
hungry
• Snack break
• Recharges them
• Re-introduction to
brand
• TASTING the
product
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Homecoming
• Unification
IT’S AN EXPERIENCE!
• Momentous
• Excitement
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• Competitive
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Targeted Schools
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Schools & Total Number of
African-Americans
*First-time degree seeking freshmen
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Jackson State University (Jackson, MS)
6,618
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Morehouse College (Atlanta, GA)
2,670
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Spelman College (Atlanta, GA)
2,226
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Clark Atlanta University (Atlanta, GA)
3,250
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Florida A&M (Tallahassee, FL)
9,016
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Hampton University (Hampton,VA)
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Howard University (Washington DC)
4,348
6,088
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More Schools
• Arkansas State University (Fayetteville, AR)
• University of Missouri (St. Louis, MO)
• University of Nevada (Las Vegas, NV)
• University of Texas (San Antonio, TX)
2,159
2,739
1,794
2,223
• University of Southern California (LA, CA)
913
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Radio
• Provides the opportunity to promote
DiGiorno’s name not only at college
campuses but throughout the city as well
• Large image in AA market
• Want DJ chatter and live radio remotes
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Radio Stations
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WJMI - 99.7 (Jackson, MS)
WHTA- 107.9 (Atlanta, GA)
WWLD- 102.3 (Tallahassee, FL)
WHOV- 88.1 (Hampton, VA)
WPGC- 95.5 (Washington, D.C.)
KWUR- 90.3 (St. Louis, MO)
KPWT- 106.7 (San Antonio, TX)
KXUA- 88.3 (Fayetteville, AR)
KVEG- 97.5 (Las Vegas, NV)
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Print
It has been discovered that our
demographic reads publications such
as Slam, Cosmopolitan and Vibe
because they delves into their
lifestyles.
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2009-2010 DiGiorno Pizza Print Overview
2009-2010 DiGiorno Pizza Print Overview
Retrieved from official website of Cosmopolitan Magazine, Seventeen Magazine, Slam Magazine, Sports Illustrated
Magazine, and Vibe Magazine.
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Online
In consideration of its popularity and
convenience this new medium will
reach a significant amount of African
American college students.
• Recommend exploring coupon
Distribution
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Internet Banner
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Websites
• Facebook.com
• Youtube.com
• Within last two years became top
websites for target
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Media Plan
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Media Flow Chart
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
TOTAL
COST
full pg 4
color
PRINT
Cosmopolitan
Seventeen
Slam
Sports Illustrated
Vibe
$1,151,360
$357,704
$202,000
$1,120,000
$674,030
ONLINE
Facebook.com web
banner Ads
$25,000
YouTube.com web
banner ads
$80,000
RADIO
DJ Endorsement
TOTAL
$35,000
$3,645,094 (negotiable)
Retrieved from official websites of Cosmopolitan Magazine, Seventeen Magazine, Slam Magazine, Sports Illustrated Magazine, and Vibe Magazine.
counseling provided by Mr. Richard Harvey
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DiGiorno’s Permanent
Impression
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Lasting Impression
• Presence of pizza
when event is over
• Convenience in
dorms
• To create as a
staple
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THE BAND
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BAYOU CLASSIC 2007
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Q&A
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