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DiGiorno Pizza by: Numero Unos. Our Team … … Numero Unos. Kellee Bassaragh, Co-Account Management Lead Krystina DeSadier, Co-Account Management Lead Patrick Osaji, Co-Creative Director Charles Turnage, Co-Creative Director Isaure Moorehead, Planning Director - PowerPoint PPT Presentation
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DiGiorno Pizza
by:Numero Unos
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Our Team…
…Numero Unos• Kellee Bassaragh, Co-Account Management Lead
• Krystina DeSadier, Co-Account Management Lead• Patrick Osaji, Co-Creative Director• Charles Turnage, Co-Creative Director • Isaure Moorehead, Planning Director• Kai Penn, PR/Media Director• Nicole Mitchell, Events Director• Haitao Sun, Business Intelligence
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Agenda• The Assignment• IMC• Who Are They?• Objectives• The Right Fit• The Big Idea• Creative • Media and Contact Plan• Events• DiGiorno’s Permanent Impact• Q&A
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The Assignment
Assignment Statement
Create a strategic marketing plan and present an integrated creative campaign that will increase awareness of the
DiGiorno pizza brand among African American (AA) college
students.
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How Big Is the Pie? (Opportunity)
• As of 2004, there were roughly 2 million AA undergraduates
• Younger target audience could prospectively carry the brand from generation to generation
• By catering to this market today, we are creating a potential loyal consumer market for tomorrow
U.S. Dept. of Education, 2004
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What We Did
• Used text messaging via cell phones to conduct surveys
• Man on the street interviews and surveys
• Collectively polled approximately 100 AA college students
Numero Unos Group Research, 2008
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Integrated Marketing
Communications
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Why Use An IMC Approach?
• Use as a natural fit to AA lifestyles• To hit consumer with various mediums from
different angles
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Who Are They?
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Target Audience
• 18-24 AA college students
• Single
• College Dorms
• College Apartments
• High school diploma/some college
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Target’s Interests• Enjoys watching sporting events (Professional and
NCAA)
• Physically active in sports (track and football)
• Attends music concerts and purchases CDs (R&B, rap, hip-hop)
• Eats fast food
• Entertainment and technology enthusiasts
• Enjoys spending free time with friends and family
• Shopping and going to movies
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Target’s Key Behaviors
• Frequent carry-out and delivery pizza users
• Low volume premium frozen pizza buyers
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Objectives
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Marketing Objectives
• Penetration of households
• Elevation of sales
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Marketing Challenge
To convince AA college students that the DiGiorno brand is not
your typical frozen pizza. It has the same quality as CO/D pizza.
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Communication Objectives
• To abandon the frozen food category and be seen as CO/D to our targeted consumers
• Raise awareness• Shift perception• For consumers to taste/try the brand
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The Right Fit
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Core Insights: Rationale for
Strategy • DiGiorno fails to meet extreme popularity to our market because the
brand has not been introduced in their youth, thus preventing any loyalties
• Frozen pizza isn’t considered the primary choice of food
• Pizza contributes to the idea of socialization because individuals are consuming from one item, bringing together friends and family
• Many college students hate waiting long periods of time for their delivery pizza, thus DiGiorno can be their primary choice
• Their has been a lack of inclusion of our targeted audiences (faces, situations, environment)
• Target is money concsious and therefore that reflects in what food they eat
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Original Positioning
For adults to view carry-out/delivery (CO/D) as the
ultimate form of pizza by emphasizing DiGiorno’s hot, fresh
toppings, rising crust, and restaurant-like taste.
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Our Slice
For AA college students who view CO/D as the pinnacle of all pizzas,
DiGiorno provides CO/D quality pizza with fresh toppings and a rising crust for a portion of the
price in the convenience of your own room.
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Benefit Statement
With DiGiorno and its rising crust and fresh toppings, you can have the fresh baked taste you expect from CO/D pizza whenever you
want it.
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Support
• Hot and fresh• Steaming hot from the
oven/microwave• Soft, rising crust• FAST- no wait, no line, no walk• Affordable
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Rising to the Occasion
Rising to the Occasion: Defined
• Fulfilling the expectations of parents, alumni, university staff the surrounding community and most importantly, the students
• Students not only show the best they can be through academic excelence and achievement but also through step shows, bands, and dance teams
• Manifest itself in every aspect of their student lives: • Starting school, acing exams, defeating a rival team students must “Rise
to the Occasion”
• Students are starting to understand the real world and must step up to be successful
• DiGiorno will Rise to the Occasion by being comparable to CO/D in the eyes of the hard to please AA college market
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The Creative
To create print ads, event posters, and an interactive web banner to promote and expand the DiGiorno
brand to AA college students.
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Media & Contact Strategy
Media Vehicle Rationale
EventsThrough targeted on campus experience and sampling
MagazinesProvide a visual reminder of how DiGiorno’s intertwines in everyday life
InternetNew medium highly used; to get DiGiorno’s image to target and beyond
Local RadioTo spread the idea of DiGiorno beyond the college campus
School RadioEnforce DiGiorno as CO/D among AA college students
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Events
In hopes of introducing or reintroducing the brand to the
target audience, DiGiorno would hope to sponsor popular and
traditional events that would fall within Welcome Week,
Homecoming, and Finals Week.
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Types of Events
Homecoming
Finals Week
Welcome Week
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Welcome to Campus!
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Say You’re Welcome to Your
Taste Buds!• Adopt explicit consumer mentality• Reach students when they arrive• Buying first groceries of the year
(parent’s money) redeem coupons• Hungry, tired, and frustrated from
moving into dorms• A refresher
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Finals Week
• Stressed, tired, hungry
• Snack break• Recharges them• Re-introduction
to brand• TASTING the
product
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Homecoming
• Unification IT’S AN EXPERIENCE!
• Momentous • Excitement
• Competitive
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Targeted Schools
Schools & Total Number of African-Americans
• Jackson State University (Jackson, MS)
6,618 • Morehouse College (Atlanta, GA)
2,670 • Spelman College (Atlanta, GA)
2,226 • Clark Atlanta University (Atlanta, GA)
3,250 • Florida A&M (Tallahassee, FL)
9,016 • Hampton University (Hampton,VA)
4,348• Howard University (Washington DC)
6,088
*First-time degree seeking freshmen
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More Schools
• Arkansas State University (Fayetteville, AR) 2,159
• University of Missouri (St. Louis, MO) 2,739
• University of Nevada (Las Vegas, NV) 1,794
• University of Texas (San Antonio, TX)2,223
• University of Southern California (LA, CA)913
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Radio
• Provides the opportunity to promote DiGiorno’s name not only at college campuses but throughout the city as well
• Large image in AA market• Want DJ chatter and live radio remotes
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Radio Stations• WJMI - 99.7 (Jackson, MS)• WHTA- 107.9 (Atlanta, GA)• WWLD- 102.3 (Tallahassee, FL)• WHOV- 88.1 (Hampton, VA)• WPGC- 95.5 (Washington, D.C.)• KWUR- 90.3 (St. Louis, MO)• KPWT- 106.7 (San Antonio, TX)• KXUA- 88.3 (Fayetteville, AR)• KVEG- 97.5 (Las Vegas, NV)
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It has been discovered that our demographic reads publications such as Slam, Cosmopolitan and Vibe because they delves into
their lifestyles.
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2009-2010 DiGiorno Pizza Print Overview
Retrieved from official website of Cosmopolitan Magazine, Seventeen Magazine, Slam Magazine, Sports Illustrated Magazine, and Vibe Magazine.
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2009-2010 DiGiorno Pizza Print Overview
Retrieved from official website of Cosmopolitian magazine, seventeen magazine, Slam Magazine, Sports Illustrated Magazine, and Vibe Magazine.
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Online
In consideration of its popularity and convenience this new
medium will reach a significant amount of African American
college students.
• Recommend exploring coupon Distribution
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Internet Banner
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Websites
• Facebook.com• Youtube.com
• Within last two years became top websites for target
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Media Plan
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Media Flow Chart
Retrieved from official websites of Cosmopolitan Magazine, Seventeen Magazine, Slam Magazine, Sports Illustrated Magazine, and Vibe Magazine.counseling provided by Mr. Richard Harvey
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Media Flow Chart
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Aug Sep Oct Nov Dec Jan Feb Mar Apr May
TOTAL COST
full pg 4 color
PRINT Cosmopolitan $1,151,360
Seventeen $357,704
Slam $202,000
Sports Illustrated $1,120,000
Vibe $674,030
ONLINE
Facebook.com web banner Ads $25,000
YouTube.com web banner ads $80,000
RADIO DJ Endorsement $35,000
TOTAL $3,645,094 (negotiable)
DiGiorno’s Permanent Impression
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Lasting Impression
• Presence of pizza when event is over
• Convenience in dorms
• To create as a staple
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THE BAND
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BAYOU CLASSIC 2007
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Q & A
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