Whitli Godderidge, Mary Stocking, Jake Spencer, Caitlin Anderson.

Whitli Godderidge, Mary Stocking, Jake Spencer, Caitlin Anderson

• Jack’s wood-fired Pizza began in a small backyard oven owned by Jack and his wife. The couple loved making pizza for family and neighbors in their oven and began experimenting with their own recipes.

• Jack was a business pilot before the family moved to Logan and decided to open their own Mom & Pop pizza shop after Jack’s sister and her husband became investors in the restaurant. On December 14, 2009 Jack’s Pizza opened their doors to the public.

How Jack’s Began

• Jack’s Wood Fired pizza believes in using only fresh produce, including hand squeezing the tomatoes, to create a completely organic wood fired pizza. They believe this sets them apart from other food chains and is an important foundation of their restaurant.

• Slogan: “If you don’t love pizza…you don’t know Jack!”

Vision/Mission/History

• Wood fired pizza• bread• Soups• Salads• All food is fresh and organic. • Takeout & Catering

Products and Services

• Increase awareness of Jacks’ around the Valley and in the northern Utah region.

• Increase sales to $1500 p/day on weekdays and $2000 p/day on weekends.

• Desired Behavior: Reach “first time” customers, and maintain current customers

Our Objective for Jack’s

• Large range of customers: small children love the pizza, and they draw families into the restaurant

• Senior couples• College students• Lunch sales are mainly attributed to business

lunches, Dinner customers are mainly families and college couples are most seen on the weekends.

• Competition includes Firehouse, The Factory, and Smokey Joes.

• Loss of some potential customers because they do not serve alcohol.

Customers and Competitive Situation

• Partners with Jack’s Sister and her husband.• 10 employees• Sales have been steadily increasing since

2009. • Spring and Christmas tend to be the “busy

seasons”• January is the slowest month of the year• Selling $700-$800/day on the weekdays• Selling $1200/day on the weekends

Stakeholders, Partners, & Current Results

• Families• Cache Valley summer citizens• Utah State students• High school students• “Out-of-Towner’s” who are passing through

Logan, i.e. Visitors of Bear Lake, Logan Canyon etc.

• Logan’s business district (lunch time customers).• Couples

Key Publics, Audiences, & Stakeholders

• Customer recognize that Jack’s uses 100% fresh ingredients, even down to the hand squeezed tomatoes used for their sauce.

• Customers know that along with their fresh ingredients their organic flour makes it the healthiest pizza in the valley.

• Jack’s cooks their pizza cooked in a high temperature, wood fired oven creates a unique taste.

• Jack’s prides itself on competitive prices, along with great specials for couples and families.

• Jack’s is a Mom n’ Pop type restaurant, that creates a cozy, comfortable, and fun dining experience.

Key Messages

• Sales Goals:• $1500/day on weekdays, $2000/day on

weekends• Reach “first time” customers.

• Growth Goals in the next 5-10 years• Stay in the same location• Sponsor sporting events at the University• Remain a small Mom & Pop organization

Goals

Informational:• People understand that Jack’s uses all fresh and

organic ingredients to improve taste and health of their pizza.

• People know Jack’s has more than just pizza. Their menu includes salads, grinders, fun drinks and more.

• People know Jack’s has a fun atmosphere and is competitively priced.

Communications Objectives

Attitudinal:•Customer believe that Jack’s has a unique taste that keeps them wanting more•Customers believe that the owners and employees are fun loving, and create an all-around great dining experience. •People will say they love Jack’s so much that they have a desire to tell all their friends and family.

Communications Objectives

Behavioral:•Customers choose Jack’s over other pizza places and other restaurants in general•Customers return on a regular basis.•Customers use verbal advertising to increase new customers to help achieve sales goals.

Communications Objectives

Community Involvement:•Using events on Main Street Logan to draw in new customers.• Tactic: Sponsor and advertise at Cache Valley

Cruise In and USU Homecoming Parade etc.• Tactic: Place advertisement at “Noon Music at

the Tabernacle”, summertime concerts that happen throughout the week during the summer.

Strategies

Be Visible at School Events:• Tactic: Sponsor local high school musicals,

orchestras, bands, and or plays in order to reach families from the valley attending.

• Tactic: Be present at major USU events such as The Howl, Homecoming

• Tactic: Get coupon in USU’S “Big Blue Coupon Clipper,” to reach even more students.

Strategies

Utilize Social Media to Increase Sales•Increase number of potential customers by using different innovative advertising methods via Facebook and Twitter.• Tactic: Increase number of times Jack’s is

mentioned positively via Facebook • Tactic: Refer people to Jacks website where they

can find things like menu items and prices.• Tactic: Rewards and coupons for customers who

“like” Jack’s Facebook page

Strategies

Attract families and individuals traveling through Logan•Tactic: Make menu flyers and place them at local hotels, and businesses on Main Street that attract tourists.•Tactic: Reward system in the form of frequent diner punch cards.•Tactic: Offer a family special coupon and takeout menu at check in at Bear Lake campgrounds and condos.•Tactic: Placing Jacks Menus at stands/bulletin boards of health food stores and organic markets that advertise the 100% fresh organic ingredients.

Strategies

Daily management of facebook and twitter accounts by:•Timing: Already on-going•Responsibility: Whitli Godderidge

Utilize major events that occur on Main Street, Logan by:•Timing: Cache Valley Cruise in- Jun 30-July 2 2001•Summer Fest- June 16-18 2011•USU Homecoming Week- Sept. 19-23 2011•USU Homecoming Parade- Sept. 24 2011 9:00-11:00 a.m.•Responsibility: Jake Spencer-design and print coupons/flyers for each event.•Mary Stocking-schedule booth for Summer Fest.•Whitli Godderidge- Find sponsor car for Cruise in.•Caitlin Anderson- Contact USU for float information.

Action Plan

Place advertisement in “Noon Music at the Tabernacle”.•Timing: Contact Program director before June 1, 2011. Program begins around June 6, 2011.•Responsibility: Whitli Godderidge- Contact program director•Jake Spencer- design advertisement.

Action Plan

Sponsor high school musicals for Logan High, Sky View and Mountain Crest.•Timing: August 2011 – May 2012•Responsibility: Caitlin Anderson- Contact musical directors for each high school.•Mary Stocking- Design ad for back of tickets.

Action Plan

Increase awareness among USU students by being present at The Howl.•Timing: August 24, 2011-contact USU about getting into the Howl.•Be at The Howl October 29, 2011•Responsibility: Jake Spencer-Contact USU and set up meeting about The Howl•Jake Spencer- Design and make flyers to be used.

Action Plan

Appeal to heath-conscious members of the community.•Timing: On-going•Responsibility: Whitli Godderidge- Print and place menus throughout the valley. Booth set up for farmers market.

Action Plan

Customer opinion research regarding PR plan will be conducted at the end of each calendar year in the form of customer surveys in the

restaurant and on USU campus. We will also do Facebook and Twitter surveys and track how many page views we receive. We will also

measure sales by comparing current sales to numbers at the end of the summer and the end

of the year.

Evaluation