DiGiorno Pizza by: Numero Unos

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



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





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.



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



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



Integrated Marketing

Communications



Why Use An IMC Approach?

• Use as a natural fit to AA lifestyles• To hit consumer with various mediums from

different angles



Who Are They?



Target Audience

• 18-24 AA college students

• Single

• College Dorms

• College Apartments

• High school diploma/some college



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



Target’s Key Behaviors

• Frequent carry-out and delivery pizza users

• Low volume premium frozen pizza buyers



Objectives



Marketing Objectives

• Penetration of households

• Elevation of sales



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.



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



The Right Fit



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



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.



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.



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.



Support

• Hot and fresh• Steaming hot from the

oven/microwave• Soft, rising crust• FAST- no wait, no line, no walk• Affordable





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



The Creative

To create print ads, event posters, and an interactive web banner to promote and expand the DiGiorno

brand to AA college students.



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



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.



Types of Events

Homecoming

Finals Week

Welcome Week



Welcome to Campus!



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



Finals Week

• Stressed, tired, hungry

• Snack break• Recharges them• Re-introduction

to brand• TASTING the

product



Homecoming

• Unification IT’S AN EXPERIENCE!

• Momentous • Excitement

• Competitive







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



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



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



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)



Print

It has been discovered that our demographic reads publications such as Slam, Cosmopolitan and Vibe because they delves into

their lifestyles.



2009-2010 DiGiorno Pizza Print Overview

Retrieved from official website of Cosmopolitan Magazine, Seventeen Magazine, Slam Magazine, Sports Illustrated Magazine, and Vibe Magazine.



2009-2010 DiGiorno Pizza Print Overview

Retrieved from official website of Cosmopolitian magazine, seventeen magazine, Slam Magazine, Sports Illustrated Magazine, and Vibe Magazine.



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



Internet Banner

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Websites

• Facebook.com• Youtube.com

• Within last two years became top websites for target





Media Plan







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



Media Flow Chart



　 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



Lasting Impression

• Presence of pizza when event is over

• Convenience in dorms

• To create as a staple



THE BAND

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BAYOU CLASSIC 2007



Q & A



Documents

DiGiorno Pizza by: Numero Unos