BH
&
BERNSTEIN & HOBBS ADVERTISING
Conner Hobbs
PRESIDENT
Abbey Hansen
CREATIVE DIRECTOR
Stephanie Tapke
PUBLIC RELATIONS
Brandon Dedmon
ACCOUNT PLANNER
Thomas Bernstein
RESEARCH ASSISTANT
Lacey Newport
MEDIA DIRECTOR
Amy Blum
COPYWRITER
CONTENTS
RESEARCH 8
Situation Analysis9
SWOT Analysis13
GOALS18
MEDIA PLAN22
Media Expenditures
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CREATIVE28
Creative Brief30
RESEARCH
SITUATION
ANALYSIS
COMPETITOR CONSUMER ANALYSIS
- Women
- Attended college
- Age - 18-35
- Management Business occupations
- HHI - $60,000 - $75,000
HISTORY
Papa Murphy’s has proudly produced hand-made pizzas
since 1981. The company sets themselves apart from other
pizza chains by making the dough from scratch, hand-grating
the cheese daily and preparing all of the vegetables each
morning. Papa Murphy’s creates quality, fresh pizza that is
ready and created at your own convenience, which gives
them a competitive advantage in the pizza industry.
THE COMPANY TODAY
- Women
- Graduated college plus
- Age - 18-35
- Business and Management
occupations
- HHI - $60,000 - $75,000
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Papa Murphy’s is currently ranked the fifth-largest pizza
company and the first-rated restaurant chain in the United
States. Papa Murphy’s has several locations located across
the nation that continue to grow each year. Papa Murphy’s
pizzas are personal because of the care and quality that goes
into each and every pizza created by the customer, for the
customer.
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DEMOGRAPHIC PROFILE
- Women
- Some college or graduated college
- Age - 25-54
- Occupations in Sales and Office Occupations
- HHI - at least $50,000
- Midwest and West U.S.
- White race group
We are targeting young families with young children in the
household. By focusing on the fresh and all natural products
that Papa Murphy’s has, it will help women decide to eat at
Papa Murphy’s pizza more often. This is a national campaign,
but we are still focusing on the Midwest and west part of the
U.S. during professional and college football season, which is
September through December.
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SWOT ANALYSIS
S
STRENGTHS
- Hand-made
- Fresh ingredients
- Made right in front of customer
- Low on cost
- Easy to order and customize
W
O
WEAKNESSES
OPPORTUNITIES
- Unable to eat immediately
- Difficult to eat outside of home
- Consumers must be the baker
- Be placed near college campuses
- Expanison of stores
- More advertising
- Reach more families and single adults
T
THREATS
- Other large chain pizza resturants
- Rising cost
- Not being able to consume in
store
PRIMARY
RESEARCH
CONSUMER INSIGHT
Before we decided how to angle our campaign, we needed to
know how effective Papa Murphy’s advertising had been up
to this point, as well as how the general consumer perceived
the brand. We conducted 41 personal surveys that questioned
consumers about what they thought about the brand, their
eating habits, what they thought about Papa Murphy’s
business model, and their demographic characteristics.
More specifically, we asked what people thought about taking
their pizza home and baking it later as opposed to pre-baked
pizza, people’s age and gender, and what kinds of things
attracted them to certain pizza brands over others.
What we found is that, in general, the only groups that
preferred Papa Murphy’s business model were mothers with
younger children and people who were health conscious.
Reasons for why other groups did not favor Papa Murphy’s
business model was convenience, as they did not like taking
the time to bake the pizza themselves.
The survey data we gathered has helped us identify Papa
Murphy’s strengths and weaknesses, and allowed us to
determine what steps should be taken to drive more business
and increase revenues.
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GOALS
CAMPAIGN
GOALS
OBJECTIVES
The goal for our campaign is to increase awareness of the brand. We
want the number of sales to increase as well and want to focus strictly
on our target audience.
STRATEGIES
We plan to advertise primarly on the internet and with a new social
media campaign called “Who’s your papa?”, to increase awareness to
our audience.
TACTICS
By creating an app we will make it easier and more coinvent for our
busy moms and families to order their custom made pizzas.
RATIONALE
With our “Who’s your papa” campaign we hope to attract more
interested consumers that are still within our target audience. By using
humor and sex appeal on media that our target audience frequently
uses, we will make the Papa Murphy’s brand more memorable.
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MEDIA PLAN
MEDIA
STRATEGY
STRATEGY & RATIONALE
TV SPOT
With our advertising campaign we want to make it easier for
our target audience to order and know about Papa Murphy’s
pizza. Coming out with all new ads that are eye-catching with
a frequency of having a TV during a football game show up at
least once. Because we expanded to other channels like ABC,
ESPN, ESPN2, and CBS, people will see our advertisement at
least three times on a game day.
It will be a 30 second long commercial that will be an ad to remember.
It’s called “Sexy Man” that shows that the ingredients from Papa
Murphy’s is all-fresh vegetables and healthy ingredients. Showing him
slowly make this pizza for a woman and having her pass out when he
hands her the box of pizza with our slogan, “Who’s your papa?”
But TV is not our primary media source; we are expanding
to social media and Internet as our primary media
source. Starting an all-new social media campaign with
#whosyourpapa. Having people be able to post pictures with
Papa Murphy’s bibs and say #whosyourpapa at the bottom to
enter a chance to win five free pizzas from Papa Murphy’s.
Using Internet to also advertise Papa Murphy’s to show the
video of our “Sexy Man” making a pizza is not only an ad
that is attention-grabbing, but also gets the point across to
customers to remember the message and to remember the
brand name.
PRINT
They are print ads that have famous sexy celebrities wearing bibs that
say Papa Murphy’s on them to promote our new ad campaign, “Who’s
your papa?”
INTERNET
Using Google, Hulu and YouTube to take-over for a day with our new
ad campaign will really get Papa Murphy’s noticed. Because we are
focusing on football season, these will appear on ABC.com, CBS.com,
ESPN.com, and many more websites with home-page banner ads that
will be viewed by our target audience. Using our print ads with famous
celebrities, and for the video using “Sexy Man” ad on the take-over
websites.
PUBLIC RELATIONS
Giving a little over 1 million dollars to Feeding America, which is a
non-profit organization that gives out food for people in need. Papa
Murphy’s objective as a company is to make fresh and healthy pizzas
and to bring together families for dinner. Feeding America and Papa
Murphy’s are teaming up to give pizzas to families in need.
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MEDIA
EXPENDITURES
MEDIA BUDGET
TOTAL BUDGET
11%
33%
20%
5%
39%
76%
76%
12%
Internet : $10,000,000
Production : $1,280,000
Magazines : $3,600,000
Sales Production : $6,400,000
TV : $12,000,000
Media : $24,320,000
Public Relations : $1,600,000
Marketing/ Special Promotions : $3,520,000
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CREATIVE
CREATIVE
BRIEF
TARGET AUDIENCE
Women, 25-54, working inside or outside the home, married with
young children, some college or more, HHI $50,000 +
MINI-SAGA
Samantha Barton, age 36, graduated from the University of Oklahoma
with a Bachelor’s degree in Communication. She is now a receptionist
at Willow Eye Care in her hometown of Bixby, Oklahoma.
When she is not busy answering phone calls at work, she takes care
of her family of three. She has a husband who works as a mechanic
and two twin daughters who attend middle school. Her daughters are
involved in music, sports, and drama and her husband is on the school
board: the Barton’s are a busy family!
However, Mrs. Barton isn’t too busy to provide her family with quality,
fresh food. She gets Papa Murphy’s Take n’ Bake pizza weekly because
she knows with Papa Murphy’s, she’s getting quality, delicious food to
her busy family in a timely manner!
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INSIGHT
The consumer identifies their preferred pizza based on personal tastes
and their attitudes towards meal preparation. Generally, more health
conscious people will choose Papa Murphy’s due to the amount of
customization available and freshness. Mothers like Papa Murphy’s for
its convenience and freshness.
SUPPORT
Individual surveys showed that the most susceptible audience to Papa
Murphy’s take home pizza business is mothers with children and single
adults, particularly if the mothers are health conscious. Convenience
and price were significant factors in their preference for Papa Murphy’s
business models. The ability to customize the pizza and freshness were
also factors in their choice.
OBJECTIVE
To establish Papa Murphy’s pizza in the mind of our target audience
as the go to destination for a healthy and affordable alternative to
traditional takeout pizza, as well as providing a fresher and more
customizable alternative to frozen supermarket pizza.
STRATEGY
To convince mothers that Papa Murphy’s will provide a healthier and
fresher pizza than DiGiorno and Pizza Hut because Papa Murphy’s
pizza is customizable and cooked fresh in a customer’s own oven. We
will also provide incentive for customers to buy and return again by
implementing a point system that can be used to redeem coupons and
discounts.
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The MRI showed that people with an average income and education
level were more willing to buy from Papa Murphy’s pizza. Focusing on
htat with mothers wanting healthier alternatives for their children.
CONSIDERATIONS
Not many pizza places have a points system. This could put Papa
Murphy’s at an advantage in the market as well as encourage repeat
customers. Papa Murphy’s is also cheaper than most of its competition.
TONE
Based on target audience data, advertising should be benefit oriented,
informational, and humorous.
PRINT
The goal of our “Who’s your papa?” campaign is to convince
women to buy Papa Murphy’s pizza by using a humorous
approach. We have designed different print ads to be placed
in magazines. The ads will showcase well-known male
celebrities wearing a bib with the Papa Murphy’s logo. The
goal of this print campaign is to catch the audience’s attention
with a little bit of sex appeal and humor.
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GUERILLA
Branching off from our print ads, we wanted to make sure
and include the public in our “Who’s your Papa?” campaign.
As a way of advertising Papa Murphy’s, over one million bibs
will be passed out in different heavily populated locations
around the U.S. allowing the audience to relate to the print
ads as well as receive a Papa Murphy’s souvenir.
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#whosyourpapa
SOCIAL MEDIA
Customers on Facebook and Twitter will be able to post
photos of themselves wearing the Papa Murphy’s bibs with
the #whosyourpapa will be eligible to win five free pizzas
from Papa Murphy’s. This will give customers a chance
to have fun and get rewards. It will boost the amount of
followers Papa Murphy’s has on social media as well as bring
more customers to the store.
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Papa: At Papa Murphy’s Take ‘N’ Bake
Pizza, freshness is our mantra. That’s why
we get all of our ingredients from the
freshest places on Earth.
Papa: Oh, yeah...That’s fresh.
Papa: (THE FARM TURNS INTO A PAPA
MURPHY’S. All of these things come
together to create the pinnacle of pizza
perfection. Ready to bake when you’re
ready to...bake it.
Papa: (WINKS) And that I guarantee.
Papa: (WALKING THROUGH GARDEN)
Everything we put in your pizza is Papa
Murphy certified fresh.
Papa: (MILKING A COW) Even our cheese
is made from real unadulterated milk.
That’s more than some other pizza
makers can say.
Mother: That’s just...just...fantastic!
Papa: Get your slice of the world’s
freshest pizza only at Papa Murphy’s.
Plus earn rewards towards your next
pizza by using the Papa Murphy’s app
and visiting papamurphys.com!
Papa: (SQUEEZING TOMATO) Mmmm...
Plump.
Mother: (SWOONS FROM PAPA
MURPHY’S SEXINESS) Oh my...
TELEVISION SPOTS
The television spots will feature a new character for Papa Murphy’s, “Sexy
Papa”. Papa will explain in a very sensual way how Papa Murphy’s gives
customers value, freshness, and health all at an affordable price. Papa will
narrate the commercials as he goes through each scene. The commercials are
designed to appeal to women with young children, who are Papa Murphy’s
target audience.
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PAPA MURPHY’S APP
PUBLIC RELATIONS
One thing that Papa Murphy’s is missing that its competitors
have is an online ordering system. By creating a Papa
Murphy’s app, customers will be able to create the pizza they
want on their smart phone in advance. They will also be able
to redeem points and discounts they may have received from
special promotions.
Feeding America is a non-profit organization that gives out food for
people in need nationwide. As way to give back to the community,
Papa Murphy’s will team up with Feeding America and donate pizzas to
families who can’t afford to make dinner.
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BH
&
BH
&
BERNSTEIN & HOBBS ADVERTISING
CAMPAIGN PLANS BOOK
2014