Transcript
P R P R E S E N TAT I O N
BONE’S PIZZA AND RESTAURANT
Blayre BellChloe JoyceDave ThachMica Ingram
Kinetic PR
ORGANIZATION BACKGROUND
• Casual dining pizza eatery opening July 2015• Failed predecessor was Uncle Joe’s Pizza• Turnover rate at location is 1-2 years• Aim to break the stigma of high priced food• Pride themselves on fresh ingredients• Opened Bones Twisted Sister in 2016
WHAT CAN KINETIC PR DO?
• Pinpoint the barrier between business and customers• Build relationships with local community,
university, and area businesses• Rebrand for success• Create expectation of positive customer
experience• Craft a media kit as a promotional PR tool
BONE’S DILEMMA
Challenges• Lack of presence• Insufficient sales• Close knit community
Strategies• Create awareness,
increasing revenue• Deliver consistent
quality food
MATRIX
Should Influence Must Influence
Unlikely to Influence:
Likely to Influence:
Junior/Senior On-Campus StudentsOff-Campus Students
Local Established FamiliesLocal Office Employees
Local Manufacturing Employees
Finances directed to advertising fund
Local young familiesMale Freshman/Sophomore On-Campus Students
Female Freshman/Sophomore On-Campus StudentsArea businesses
• Not worth changing old perception of location to current students• Focus on targeting incoming students (freshmen)• Offer big discounts to companies/ groups who order in bulk.
ISPR Identify
Student
Staff
LocalBusiness
KutztownCommunity
Segmentation
Student:All undergrads
GenderOn/Off CampusVariety of Majors
Variety of Ethnicities
Staff:Employees of Bone’s
GenderAge Difference
Local Business:Businesses within ten mile radius
Type of BusinessAge differences
Kutztown Community:Local residents within five mile radius of
Bone’s Pizza and Restaurant
Prioritization
1. Freshmen, Sophomores, Juniors, and Seniors
2. Male/Female Students3. Variety of Majors4. On/Off Campus5. Student Families6. Employees7. Male/Female Employees8. Types of Business9. Local Families10. Young Families11. Established Families
Ranking
1. Local Established Families
2. Manufacturing Employees
3. Male Freshman On-Campus Students
4. Female Freshman On-Campus Students
5. KU Employees
6. Local Young Families
1. Junior/Senior On-Campus Students
7. Off-Campus Students
8. Finances directed to advertising fund
• Target Focus = Students & Community• On campus & off campus students & residents
SWOTHelpful to Achieving Goal Harmful to Achieving Goal
Internal Origin
Attributes of the Organization
Strengths:
● Convenient downtown location with off-street parking near campus
● Renovated to improve image● Appeal to a wide target group with an
average income● Range of entrees and frozen yogurt shop● Low food costs ● Free delivery
Weaknesses:
● Lack of community awareness● Lack of presence ● Taint of failed location● Small marketing budget with limited public
relations● Competitors can offer similar products quickly● Limited cost flexibility
External Origin
Attributes
Opportunities:
● Increase presence● Increase in the awareness of take-out
delivery● Increase awareness of healthy menu items● Expand to online food ordering● Development of franchise
Threats:
● Shifts in preference away from processed food ● Increase in competitive food outlets on campus
and other pizza shops leading to smaller market share
● Economic recession affects discretionary dollars leading to customers eating at home
SWOT CONTINUED
• Utilization of corner location for attention• Gain exposure by participating in Kutztown
events • Offering healthy food options• External economic factors affect business• Employ coupons and promotions to increase
patronage
GOSTE PLAN STUDENTSObjective 1: Increase student customer base by 50% by fall 2016
Strategy 1.1: Participate in student activities for brand awarenessTactic 1.1.1: Station Bone’s ambassador at school fairs to distribute food samplesTactic 1.1.2: Foster relationships with organizations/clubs to offer bulk discountEvaluative Tactic 1.1.1.1: Tracking coupon usage, bulk buying, and ID use by students
Strategy 1.2: Design a loyalty program.Tactic 1.2.1: Order ten pizzas get a free pizza or T-shirtTactic 1.2.2: Refer a friend to the Loyalty Program for free French friesEvaluative Tactic 1.2.1.2: Track social media hits and Loyalty Program purchases
Strategy 1.3: Utilize space for entertainmentTactic 1.3.1: Offer clubs meeting at Bone’s a bulk discountTactic 1.3.2: Provide open-mic nights, bands, musicians, or movie nightEvaluative Tactic 1.3.1.1: Track student participation
GOSTE PLAN STAFFObjective 2: Utilize Staff to increase profits 50% by fall 2016
Strategy 2.1: Encourage employees to grow customer baseTactic 2.1.1: Provide incentives to employees for referralsTactic 2.1.2: Recommend e-mail subscriptions for updatesEvaluative Tactic 2.1.1.1: Track bonuses and coupon usage
Strategy 2.2: Create Positive Customer ExperiencesTactic 2.2.1: Train employees in politeness and sensitivityTactic 2.2.2: Cross-train employees for consistencyEvaluative Tactic 2.2.1.1: Survey customers for employee behavior
Strategy 2.3: Ensure Repeat BusinessTactic 2.3.1: Poll employee’s friends and family on foodTactic 2.3.2: Offer return visit couponEvaluative Tactic 2.3.1.1: Track coupons
GOSTE PLAN AREA BUSINESSESObjective 3: Improve local business patronage 40% by fall 2016
Strategy 3.1: Reach out to businesses through various media channelsTactic 3.1.1: Using social media for reciprocated likes and shares of eventsTactic 3.1.2: Place article in the Kutztown-area Patriot Evaluative Tactic 3.1.1.1: Monitor social media tags/ mentions
Strategy 3.2: Improve relationships with organizations within 10 mile radiusTactic 3.2.1: Plan fundraisers and events for local non-profit organizationsTactic 3.2.2: Have ambassador attend eventsEvaluative Tactic 3.2.1.1: Measure success with survey
Strategy 3.3: offer discounts for employees of local businessesTactic 3.3.1: Local employees can present identification for discountTactic 3.3.2: Offer a loyalty card: ten visits earns a free pizzaEvaluative Tactic 3.3.1.1: Monitor loyalty by use
GOSTE PLAN KUTZTOWN COMMUNITY
Objective 4: Increase sales within local community 60% by fall 2016
Strategy 4.1: Create a brand campaign to increase positive awareness Tactic 4.1.1: Revamp website for user ease with online orderingTactic 4.3.2: Create hashtag #ilovebonespizza, tags earn chance to win a weekly pizzaEvaluative Tactic 4.1.1.1: Poll students, businesses, and local families for impressions
Strategy 4.2: Build effective relationships with office employeesTactic 4.2.1: Personal visit with a free sampleTactic 4.2.2: Flyer with discount coupon for future purchase Evaluative Tactic 4.2.1.1: Call businesses that have purchased and ask for feedback
Strategy 4.3: Increase in-store traffic creating new and repeat businessTactic 4.3.1: Begin anniversary campaign with pizza sweatshirt contest for AprilTactic 4.3.2: Offer specials that are only available for dining-inEvaluative Tactic 4.3.1.1: Track in-store special sales
BUDGET OBJECTIVE 1: STUDENTSObjective for student market:
Increase student customer base 50% by Fall 2016
• Strategy 1: Participate in student activities for brand awareness• Strategy 2: Design a loyalty Program• Strategy 3: Utilize unused restaurant space for entertainment
BudgetStrategy 1 $100.00Strategy 2 $0.00Strategy 3 $50.00
Total $150.00
BUDGET OBJECTIVE 2: STAFFObjective for staff market:
Utilize staff to increase sales %50 by Fall 2016
• Strategy 1:Encourage employees to grow customer base• Strategy 2: Create Positive Customer Experiences • Strategy 3: Ensure Repeat Business
BudgetStrategy 1 $150.00Strategy 2 $0.00Strategy 3 $0.00
Total $150.00
BUDGET OBJECTIVE 3: AREA BUSINESSES
Objective for area businesses : Improve area business patronage 40% by Fall 2016
• Strategy 1: Reach out to businesses through various media channels
• Strategy 2: Develop relationships with local businesses• Strategy 3: Offer discounts for employees of local businesses
BudgetStrategy 1 $0.00Strategy 2 $80.00Strategy 3 $60.00
Total $140.00
BUDGET OBJECTIVE 4: KUTZTOWN COMMUNITY
Objective for Kutztown community: Improve community patronage 60% by Fall 2016
• Strategy 1: Create a brand campaign increasing positive awareness
• Strategy 2: Build effective relationships with office employees• Strategy 3: Increase In-store traffic creating new and repeat
business
Budget Strategy 1 $400.00Strategy 2 $80.00Strategy 3 $60.00
Total $540.00
OVERALL BUDGET
Cost
Objective 1: Increase student customer base by 50% by Fall 2016 $150.00
Objective 2: Utilize Staff to increase profits 50% by Fall 2016 $150.00
Objective 3: Improve area business patronage 40% by Fall 2016 $140.00
Objective 4: Increase sales within local community 60% by Fall 2016$540.00
Plan Total $980.00
SOCIAL MEDIA
ANNIVERSARY CAMPAIGN
For our Anniversary celebration, stop in for a chance to win this
decidedly different
Pizza sweatshirt!
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