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 25 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 9 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. 10 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. 12 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. 15 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. 19 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. 23 24 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 25 26 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! 30 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. 31 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. 33 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. 35 #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. 37 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. 39 40 + 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. 41 42 BH & BH & BERNSTEIN & HOBBS ADVERTISING CAMPAIGN PLANS BOOK 2014