Thao Bui Kyle Provo Allyson Flournoy Alyssa Shelton Kyle Baker Tastefuy Unique
Coburg Pizza Company Rebranding by 3PM Cut Off
May 25, 2015
Advertising capstone project by 3 PM Cut Off in an attempt to revamp the branding of Coburg Pizza Company.
Done by: Kyle Baker - Account Manager & Media Planner; Thao Bui - Account Manager & Media Planner; Allyson Flournoy - Account Planner; Kyle Provo - Copywriter & Creative, Alyssa Shelton - Creative, Duy Vo - Freelance Designer.
Done by: Kyle Baker - Account Manager & Media Planner; Thao Bui - Account Manager & Media Planner; Allyson Flournoy - Account Planner; Kyle Provo - Copywriter & Creative, Alyssa Shelton - Creative, Duy Vo - Freelance Designer.
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Thao Bui Kyle ProvoAllyson Flournoy Alyssa SheltonKyle Baker
Tastefully Unique
1
The concept of this campaign is driven by an emphasis on brand awareness and thorough understanding of customers' behaviors.
situation
recommendation
coburg pizza company has been struggling to establish its brand in the new location and community.
This campaign creates a new brand persona that understands what the customers want.
implication we introduce the new logo that defines a new personality of coburg pizza company and the seamless experience that serves our target audiences.
2
TO CREATE A SPRINGBOARD FOR THIS CAMPAIGN, WE CONDUCTED SEVERAL STUDIES ON CURRENT PERCEPTION OF THE RESTAURANT AND ITS SERVICES.
OnlineSurvey
FOCUS GROUP OBSERVATION
3
IN ORDER TO ESTABLISH ITS DOMAIN IN A NEW NICHE MARKET, IT IS ESSENTIAL FOR COBURG PIZZA COMPANY TO IDENTIFY ITS NEW TARGET AUDIENCES.
Foodies
WORKINGMOMS
AdventurousActive and busyOpen-minded
Convenience-drivenTechnologically savvy
AwarenessHigh Food Quality
ConvenienceGenuine Relationship
Brand Loyalty
Similarities
VISION
4
Knowing the needs and wants of the target audiences provides coburg pizza company with the means to revamp its brand vision.
Foodies
WORKINGMOMS
Bargain shoppersSeek assurance from peers
Prefer brands to be tech-savvy
Information hungryHigh awareness of media
Willingness to travel for food
Foodies are mostly 25-34 years old & more likely to live on the Pacific Coast
23% of U.S. leisure travelers choose their destination based on culinary options.
67% of moms choose smartphones over TV
72% of moms have a profile on Facebook
86% of moms listen to radio
5
The feasibility of this campaign relies heavily on the complete realization of set objectives derived from thorough need assessment.
Increase awareness among the two target audiences
Increase store visits among target audiences by 5% in 3 months
Increase lunch traffic by 20% in 3 months
1.2.3.
6
The media plan consists of traditional media and digital media that speak to our target audiences.
Creatively savory cuisinefoo the adventurouu soul.
No matter how full your plate isthere’s always room for Pizza.
Locations: Main Street, I-105, and Franklin BoulevardTime: SummerGoal: Increase awareness by portraying Coburg Pizza Company’s new personality.
Location: Springfield radio stationsTime: Lunch and before dinner hoursGoal: Present the restaurant as a quick and easy way to prepare family dinner
Billboards radio
7
both target audiences are active on social media; therefore, good communication on social websites is crucial.
Focus on working momsAdvertise take-and-bake
& fundraising eventsHightlight history & milestones
Promote Facebook deals
Target foodiesCreate conversations with
different groupsPromote lunch menu & Twitter
deals
Keep track of negative reviews & reply
Encourage customers to write reviews
Update short news
8
both target audiences value expert opinions while making decisions.
Magazines food blogs
Focus on travel and food magazinesOutreach to foodies living outside
Eugene and Springfield area
why?
Working moms and foodies value lifestyle statements from magazines.
They want to be informed about new dining trends.
Increase online presence for Coburg Pizza Company
Generate conversations about the brand
why?Bloggers are influential.
Foodies have high awareness of media and like to navigate the Internet.
They go out of their way to find new information.
9
to bring the brand closer to the new community, we plan to implement special programs in an attempt to attract local customers.
National Pizza Month
Little league sponsorship
octoberHost a pizza recipe contest
during SeptemberChoose the winner in October
Feature the winning recipe in the restaurantDonate proceeds to a local organization
Other rotating special events
Sponsor East Lane Little LeagueIncrease awareness among momsStrengthen community involvement
10
the campaign will put coburg pizza company on the dining map of eugene and springfield area.
travel lane county membership
family meal deal
social media contest
Information hub for tourists and localsExposure via different channelsNetwork of other local businesses and organizations
Loyalty program for working moms and familiesValued meal deals and fun pass to local attractions
Distributions of the logo cutoutPhoto contest through social media every quarterWinner chosen by voting via social media websites
11
besides proper media channels, better customer service and dining experience are vital.
lunch service dinner service
•Lunch insert in main menu•Menu placement in visible places
•Promotions on social media•Lunch punch card
•Employees recommendation
•Wait staff to introduce menu•Rearrangement of the entrance•Avoidance of dining interruption•Introduction to reward program
menu redesignDaily Gourmet Slices 3.79- 5.49
The Slice Special Buy a Gourmet Slice Di Giorno and add a Casata or Company Caesar Singolo Salad & Pepsi for only 2.49 more!
Lunch Sized Salads Shrimp Salad
Tuscan Chicken SaladChicken Caesar Salad
Chipotle Chicken Salad
La Fiesta Salad
Greek Salad
Oriental Salad
Spinach & Bacon Salad
The Chef’s Salad
Fresh Garden Salad
9.49
8.49
7.99
7.99
6.49
7.49
8.49
6.49
8.49
5.99
Soup of the Day and Stix 4.49
Focaccia Sandwich Served with Kettle Chips or Fruit
Classic Italian Focaccia: Copacola, Mortadella, Salami, Pepperoni, Mozzarella, Tomato, Banana Peppers and Herbed-mayo
6.99
Turkey Focaccia: Turkey, Lettuce, Tomato, Mozzarella, and Garlic Herbed-Mayo OR Turkey, Cream Cheese, and Cranberry Sauce
6.99
Italian BLT Focaccia: Bacon, Lettuce, Tomato, and Garlic Herbed-Mayo6.99
Veggie Focaccia: Spinach, Mushrooms, Red Bell Peppers, Tomatoes, Onions, Banana Peppers, Mozzarella, Cream Cheese, and Garlic Herbed-Mayo
6.99
Hot Stuffed Tramezzini Served with Kettle Chips or Fruit
Stuffed Italian Sausage: Mild Italian Sausage, Mozzarella, Onion, Bell Pepper, and Our Special Pizza Sauce
6.99
Stuffed Meatball: Meatball bites, Mozzarella, Onions, Green Peppers, and Pizza Sauce
6.99
Stuffed Chipotle Chicken: Smokey Chicken breast, Corn, Roasted Red Bell Peppers, Onions, and our Spicy Chipotle Ranch
6.99
New Stuffed Pizza: Pepperoni, Mozzarella, Onions, Green Peppers, and Pizza Sauce
6.99
Stuffed Chicken Bacon Ranch: Smokey Chicken breast, Country Bacon, Tomatoes, Onions and Creamy Ranch
6.99
Zuppa Di Giorno
LUNCH MENU
90999 S. Willamette St. • Coburg, Oregon1710 Centennial boulavard • Springfield, Oregon
541 • 484 • 6600
•Simple and clean layout•Reorder food items
•Matching personality
12
to bring convenience to our target audiences, the website redesign gives a clear purpose while maintaining the new brand persona.
A source of important information & newsEasy and simple navigation‘Online Ordering’ section
New mobile site for easy access via smartphones
13
retaining existing customers is a crucial part of this campaign as we want to maintain the relationship.
Tomatoes are red
Pe�eroni is t�
They say if you LOVE someone,they wi� always COME BACK to you
What's a pizza without Ch�se?
What are WE without YOU?
Doughn't think we could forget your
birthday!
541.484.6600
Send quarterly postcards to lazy customers
Send birthday postcards to registered customers
14
to maximize the results, a strategic media schedule is essential.
15
this is an estimated cost of the campaign to achieve the set goals.Budget
OctoberNovemberDecmeber January February March April May June July August SeptemberRadio
Website
Social Media
Billboards
Review Sites
Postcards
Q4 (2013) Q1 (2014) Q2 (2014) Q3 (2014)
30 Second ad
DJ Endorsement
Mobile
Urbanspoon
Yelp
Lazy Customer
Birthday
CBS Outdoor
TOTAL
$500
$0**
$350 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$200*
$0 $0 $0 $4500
$0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0
$1125 $675 $675 $675 $675 $675
$500 $500 $500 $500 $500 $250 $250 $250
*Cost of Intern **Cost of pizza or trade
$100* $100* $100* $100* $100* $100* $100* $100* $100* $100* $100*
$0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0*
$2000 $2000$4500 $2000 $2000
$0* $0* $0* $0* $0* $0*
$0* $0* $0* $0* $0* $0*
$0** $0** $0** $0** $0** $0** $0** $0** $0** $0** $0**
$0 $0 $0
$0*
$0*
$0*
$0*
$0*
$0*
$0*
$0*
$0*
$0*
$0*
$0*
$0 $0 $0
$0 $0 $0
$4925 $2425 $2425
$0 $0 $0
$0 $0 $0
$4925 $2425 $2425
$250 $250 $250
Annual Cost $24,050
Public RelationsLittle League Team
Travel Lane County membership
$50 $50 $50 $50 $50 $50
$25 $25 $25 $25 $25 $25
$50 $50 $50
$25 $25 $25
$50 $50 $50
$25 $25 $25
16
the key to success is to know the audiences and to cater to their needs and wants.
•Outreach to new target audiences•Understand customers’ behaviors•Utilize proper media channels•Establish a genuine relationship
Thao Bui Kyle ProvoAllyson Flournoy Alyssa SheltonKyle Baker
Thank You
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