PIZZA NOVA VALENTINES DAY CAMPAIGN

VERSION 1.0

INM405SB

INTERGRATED CAMPAIGN ASSIGNMENT

JONAH SHERMAN-WATERMAN

JANURARY 20, 2016

TABLE OF CONTENTS Project Summary.................................................................1

Campaign Goals...........................................................1

Campaign Objectives............................................................1

Target Audience...................................................................2

SWOT Analysis............................................................2

Plan of Action......................................................................3 Measures of Success............................................................3 Visual Concepts..............................................................4

CAMPAIGN OVERVIEWMISSION:“At Pizza Nova the consistency and the quality of the product we serve is our primary concern.

We take pride in serving products that consistently exceed our consumers’ expectations, ensuring

that we deliver quality each and every time.” - Pizza Nova

GOALS:• Increase brand awareness

• Expand our franchise throughout Ontario

• Provide the highest quality of food for customers

OBJECTIVES:• Over the next 30 days, launch an appealing Valentines Day Campaign to boost Pizza Nova brand awareness and engage with our target audience.

• Promote our campaign through different social media and visual advertising channels on a weekly basis.

• Gain a 20% increase in conversions during the month of February.

MARKETING ANALYSISTARGET AUDIENCE:

SWOT ANALYSIS:

COMPETITIVE LANDSCAPE:Pizza Pizza Valentines Day Campaign 2012-2015:

This direct competitor has a launched a similar campaign on a yearly basis promoting heart-shaped pizzas for sale at an affordable price. In order for Pizza Nova to stand out during this holiday, they must add more creativity and variety to this concept.

A suggestion for this would be to allow customers to have names or short messages written on the heart-shaped pizza using toppings and/or sauces. An additional value proposition would be to offer free delivery service only during Valentines Day to make this offer even more convincing and flexible for all customers. To stay on track with regular orders, the customers would have to purchase these customized pizzas up to a week in advance.

• Age:16-45

• Location: Greater Toronto Area

• Demographic: Multicultural

• Income: lower-middle class

• Interests: food, romance

• Values: Appreciation

• Lifestyle: Simple living

• Attitude: Occasional Buyer

• Strengths: Large quantity of localized franchises in the GTA with affordable prices and efficent online delivery service.

• Weaknesses: Not enough social awareness and appeal in the digital space compared to direct competitors such as ‘Pizza Pizza’.

• Opportunities: Gain brand awareness and potentially expand across Ontario or even Canada.

• Threats: Locally competitive fast food companies that offer similar services and values.

TACTICS AND KPI’SPLAN OF ACTION:• Print Advertising (transit, mail, in-store)

• Promoting through social media platforms (Facebook, Twitter, Instagram)

• E-Mail call to action for customers who are already registered with online delivery service

MEASURES OF SUCCESS:• Daily % of sales made starting from the launch of the Valentines Day Campaign

• # of views, shares, likes, follows, etc. on social media

• % of customer email view/opened rate

VISUAL CONCEPTSTRANSIT AND IN-STORE ADVERTISMENTS:

WEB AND MOBILE SOCIAL MEDIA PROMOTION: