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ADV 420 New Media Drivers License Papa John's PR Strategy
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Better Marketing. Better Sales. Papa John’s.
Digital Marketing Strategy for Papa John’sRyan Reardon
New Media Drivers License2014
Company History
“Better Ingredients. Better Pizza. Papa John’s.”
Founded in 1984 by “Papa” John Schnatter
4,200 Restaurants Worldwide
Target Audience
College Campuses Freshman to Doctoral Students
Key Performance Indicators
Sales Numbers
Shares, Likes, Follows, Posts
Consumer Feedback
Campaign Goals
# 1 Pizza Place for College Students
Create loyal, long lasting CustomersWith use of Social Media
The Big Idea
Create Buzz
Offer Deals/Contests
Student Involvement
Tools and TacticsFacebook Twitter
Google AdWords & SEO
“Keywords”
Twitter Picture Competition
College Campus Representative Page
Showcase Team/Papa Johns Pizza Spirit
Free Pizza, Pop & Breadsticks
Budget
$100,000
8 Month Campaign
Twitter Ads - $60,000
Facebook Ads - $20,000
Google AdWords - $20,000
Facebook & Twitter Page - FREE
Summary
College Towns & Students
Utilizing Google AdWords, Facebook & Twitter
Twitter Picture Contest
Budget - $100,000
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