PAPA JOHN’S JUNIORSDigital Marketing Plan

Priscilla Dominguez Carolyn Jannetti Van Ngo Sarah Wang

ContentMarket Overview

Competitive Landscape

Papa John’s Assessment

Industry Insights

Consumer Insights

Creative Brief

Media Brief

Strategy

Media Insights

Market Overview 1

From 2008 to 2013, sales within the pizza category have grown 16.4%. According to the 2014 Pizza Power Report of September 2013, total pizza sales in the U.S. accounted for $37 billion among 71, 387 stores. Currently, Pizza Hut leads the market with 15. 33 % shares, while Domino’s comes in second at 9.37 %. Papa John’s holds the third spot at 6.53% (R. Hynum, “ The 2014 Pizza,” 2014).

Within the overall food industry, the pizza category is faring well. By providing consumers with more options at consistently fair prices, pizza restaurants in particular have been able to operate with success in comparison to the rest of the industry, despite the ailing economy (Mintel “Pizza Restaurants,” 2013).

Independent Pizzarias in New York DMA

2Competitive Landscape

Over the past couple years, the implementation of online ordering systems and mobile ordering apps for larger franchises has put a huge dent in the sales of local pizza shops. They cannot compete with the competitive prices that these franchises are offering. One of the advantages that come from online ordering systems is that the customers’ information and preference can be saved in the system, making the ordering experience easier and faster. Unlike bigger pizza players, smaller pizza parlors do not normally have extra funds at their disposal and lack the skills to get into online ordering war. (J. Jannarone,“The Amazon Effect’s”, 2014)

Mr. David Rizzo, the owner of Rizzo’s Fine Pizza shops in New York City said, “We’re a very hands-on, customer service-oriented place, which is what distinguishes the mom-and-pops from the major chains.” He believes that these values and qualities evaporate when you introduce online ordering into the mix. After putting up a little fight, Mr. Rizzo reluctantly gave into the online ordering trend because his business would have been in danger had he decided to resist it no matter what. Regardless of his initial hesitancy, he admitted to the Wall Street Journal that online orders allowed him to grow his store into three within a couple of years. “If I didn’t do delivery and online ordering, we’d be in

serious trouble, and I don’t think the other two stores would have gotten off the ground” (J. Jargon, “Apps Are Wrecking,” 2014). In order to delve more deeply into the independent pizza industry, some of the most popular pizzerias in New York were interviewed. The interviews were used as a method to find out more about what makes them work within such a competitive landscape and figure out what their barriers are.

3Competitive Landscape

Many of these pizzerias stick with a classic and simple approach regarding the menu and restaurant style. Keeping this legacy of authentic and classic pizza is what has resonated with loyal customers and their families generation after generation. For Carmines, despite the restaurant’s recent immersion into the online space, they have been able to stay relevant through word of mouth marketing. It is more common than ever for companies to place a higher level of importance on promoting their products online (personal communication, March 12, 2014). Bloggers have also become a significant factor in helping these pizzeria shops continue to flourish and remain successful within the market. They help generate conversations about these pizzerias and increase their popularity. In an interview with an employee from NY Pizza Suprema, the employee credited their popularity to the restaurant’s choice to keep the menu simple. According to the owner, “If you want to be successful in the food market you have to stick to one thing and make the best out of it” (personal communication, March 12, 2014). Having the best ingredients, like homemade sauces and cheese was another significant factor to these pizzerias’ success. An employee from Nonna’s LES Pizza confided that they had decided to do things differently, keep it special and own their own taste. Because of that, they have been able to achieve a great level of success very quickly. (personal communication, March 12, 2014)

4Competitive Landscape

Domino’s

In 2009 Domino’s CEO acknowledged in a commercial that its pizza doesn’t taste good. He apologized for its poor ingredients and promised to improve the recipe. Following this uncommon advertising move in 2010, shares of Domino’s have been crushing its competitors, rising 750% while Papa John’s grew 193% and Pizza Hut only 93%. During 2013, Domino’s share was up 51% while Papa John’s was at 30% and Pizza Hut stayed flat.

A lot of recent taste tests have been done over the Internet for all the chains. Testers included Huffington Post, Yahoo! Food, Facebook fan page “Pizza Wars”, YouTube channel “Jack on the Go Show” and other forums. Despite the common belief or image about Domino’s being the pizza chain with less favorable taste, most of the testers chose Domino’s to be the best tasting pizza. Papa John’s, who’s long been famous for its better ingredients and taste, seems to be facing serious pressure due to this change in the industry dynamic.

Over the past three years, Domino’s has trumped its competitors, and has skyrocketed in New York City. The success lies in several aspects of its marketing strategy. Domino’s has over seventy stores spread out between each borough of the city,

while Pizza Hut has only ten locations clustered in Queens. Domino’s is open late after midnight, and focuses on fast and satisfying delivery service, while Pizza Hut is open only until 10:30pm every day and focuses more on its dine-in experience. Price wise, Domino’s has managed to beat out most of the competitors with its medium two-topping pizza deal for just $5.99. Combined with the variety that the chain offers on its menu, it makes sense that Domino’s has won the pizza war among all the big chains. In addition, the current mobile strategy in place has played an important role in Domino’s success.

5Competitive Landscape

While mobile apps taking over in the digital sphere , Domino’s is apparently playing the leading role in the pizza industry. The IOS and Android apps for Domino’s, are ranked in the top fifteen within the lifestyle category in the App Store and on Google Play. The Android app received about 140,000 downloads within the first two weeks after its release. The iPhone app has a slot machine feature for those who can’t decide what they want to order. It also allows customers to track their order at any given time, and using GPS to locate the nearest store and find coupons and offers. The game Pizza Hero for iPad allows customers to play or place an order. Following the initial success in the app war, Domino’s launched their app for Amazon Kindle Fire and a voice-activated app for Windows 8 Smartphone. Overall, the mobile strategy of Domino’s is to provide customers with the fastest, most convenient way to place their order. According to Domino’s CEO Patrick Doyle, digital ordering through online and mobile platforms will likely account for 50% of all orders in 2014.

Brand loyalty has always been notoriously low in the pizza industry, but Domino’s digital strategy has managed to build up a certain loyalty to its brand in this environment. According to its CFO Michael Lawton, the average customer buys pizza 21 times a year, and Domino’s makes up a third of those occasions. Even the most loyal customers don’t choose Domino’s every time; they will go elsewhere. Layton says that with the newest repeat order feature on their mobile app, the ordering system allows

customers to save information and reorder their favorite items in about 30 seconds. Loyalty will mostly come from the increased data available from digital platforms, which will allow Domino’s to create more targeted promotions based on consumer behavior and browsing history.

Because of the standardization of technology platforms, Lawton estimates that the smaller, regional chains and the mom-and-pop shops have lost market share — about one percent annually. Many, if not most, of those smaller players now have a web presence, but the technology is moving too fast to keep up.

6Papa John’s Assessment

Website

Papa John’s website is well branded, extremely easy to use and visually appealing. With the help of the “flash pizza builder”, Papa John’s has made the process of making your own pizza effortless and enjoyable. Even though Domino’s has the similar feature on their website, Papa John’s animation here clearly did a better job. The website drives conversion by offering special deals and discount. In addition, customers can sign up on the website for email and text message deals to stay informed with the latest and most appealing offer or promotion. When customers order online, their address and contact info will be saved into the system as well as the details of the order, making it all so much easier for future orders. Customers can also review products and customize deals to make it their own.

One unique feature Papa John’s online ordering system has is the Papa Reward. Papa John’s is the only pizza brand that offers a reward system to its loyal customers. Every order earns the customer certain reward points and the accumulation of the reward is displayed in the form of a pizza pie. Upon reaching twenty-five points in reward, customers can redeem the points for one free two-topping pizza, keeping them coming back for more.

Papa John’s was the first national pizza company to offer online ordering. It is also the first to bring the system in-house, controlling all technical aspects (Proquest, Business Editors). Customers can give the gift of better pizza with the help of online gift cards both on computer and mobile devices. This is done through CashStar, an interactive gift card company (Proquest, CashStar).

7Papa John’s Assessment

Social Media

Facebook With 2,720,730 likes, Facebook is a highly influential platform for Papa Johns to interact with fans. The page has a section explaining each component of the Papa Johns pizza (pizza-dough, meats, cheeses, sauce, vegetables, and packaging). The brand has a strong mission statement highlighting superior brand loyalty and also pointing out that their goal is to reach “raving fans” through customer service and community service. It portrays that Papa John’s doesn’t just set standards for its business; it sets the bar, like winning ACSI Customer Satisfaction Award.

YouTube Channel Fans can subscribe to the Papa Johns YouTube channel where they can view videos of how CEO John Schnatter got started in the business, along with other popular videos related to the brand. There is also a page for comments and discussion for the public.

8Papa John’s Assessment

Mobile Marketing

Twitter The brand Papa John’s official account is aesthetically well branded and managed with 181K followers. The CEO account (@IAmPapaJohn) is less aesthetically branded with only 9,095 followers.

Papa Johns uses the hashtag #BetterIngredients with many of their tweets. This twitter page is only for Papa Johns to use- no follower can tweet on the page. Tweets include what is going on in the Papa Johns business, the overall pizza business, and the different businesses they have teamed up with, like the NFL.

Papa John’s reports that 45% of its sales now come through digital avenues, which means its going to be very important for Papa Johns to be present in a unique way on mobile. For example, fans can send customized gift cards to friends, or use location based geocode technology to order pizza from local Papa Johns.

With regard to mobile apps, widgets are being used for Papa John’s chains to help send marketing messages more efficiently to targeted consumers. The Papa Johns widget “myPapa” includes exclusive discounts, personalized pizza options, and other consumer incentives. Instant notifications of local deals makes this app great for customers (Proquest, Cebrzynski).

9Papa John’s Assessment

Past Online Strategy

For limited time Papa John’s fans were able to log on to www.papajohns.com to get a large one-topping pizza for just 30 cents with the purchase of any large pizza at regular menu price. Fans could add Papa’s Chocolate Chip Cookie for just $5 more.

Papa John’s and Coca-Cola Partner to Serve Free Digital Music Tracks from Musicmatch. Part of the “Pizza and Entertainment campaign” the company offered when purchasing special offers from Papa Johns. Research found that Pizza is the number one food choice for teens. Hanging out with friends and listening to music is a way to offer fun experiences for customers.

ExactTarget, an interactive marketing provider helped the Papa Johns Super Bowl marketing campaign be awarded best cross channel digital marketing campaign in 2012. Papa Johns ran a heads or tails vote for the Super Bowl coin toss. It was integrated online as well to allow customers to enroll in Papa Johns rewards. The brand sent a unique email if a customer voted correctly with a one-time promo code for free pizza. The company uses AdKeeper, a tool to ensure Papa Johns is present when needed. This is very convenient for the consumer. It offers plan-ahead ordering to be able to order up to thirty days in advance. It helps drive incremental sales from existing/new customers and measure metrics from email programs, SMS text programs, and loyalty programs, as well as Return on Investment (ROI). It helps in strategic, long-term offers and situations offered by Papa Johns (adexchanger, papajohns). Websites like “dealcatcher” helps customers get Papa Johns Coupons and Coupon Codes. Customers can sign up to be notified instantly when deals are posted for the 2014-year.

10Papa John’s Assessment

Cross Promotions Pizza Bloggers’ Perception

Being the official pizza of the New York Yankees, Papa John’s has made quite an impression in New York City and among the sports community, not to mention bringing the Yankees fans directly to their backyard. Papa John’s pizzas were sold exclusively at the stadium during games, and the “Yankee 6 Day” offer has been an even bigger boost. Ever since its contract with the NFL in 2010, Papa John’s got on another sports train and became the official pizza of the League, NFL players and relevant promotion copies can be seen on every carry-out box and menu, helping establish its unique place as the pizza brand of the sports world.

After looking at popular pizza and foodie blogs such as Slice, numerous Health and Wellness blogs, and Papa Johns blog, each show significant trends. These pizza blogs show a tendency for wanting quality ingredients. The audiences on these blogs value taste and experience. It is about the experience of searching out the local places with friends. It is also about the physical appearance and look of the food and the unique presentation. People against the franchise criticize that the brand uses ingredients based on “shipability” (healthnews, whatpapajohns…) and that the ingredients may not actually be “better” because of this.

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- Brand equity- Popular brand name- Franchise support- Frequent promo and specials

- Low store counts in NY DMA- Lack of menu choices- Lack of engagement on Twitter page

- Cross promotion with NFL and Yankees- Social marketing- Consumers’ desire for healthier pizza

- Health perception- Domino’s presence in the NY DMA market- Mom & Pop shops- Consumers’ bias against big chains- Price war in the industry

Strengths Weaknesses

Opportunities Threats

Papa John’s Assessment

12Market Insights

Papa John’s is not seen as a place that is interesting,

exciting, and adventurous to go to. It’s where you go when you

don’t want to spend time choosing what to eat. It’s not the talk of

town, it won’t make any hip restaurant lists, and it’s not what you

would recommend to your friend from out of town. People who

consider themselves to be “foodies” don’t like to be associated

as franchise customers. Pizza lovers especially take pride in the

“secret” pizza place around the block or across the city that they

frequent often.

However, research shows that pizza is a common object on

most people’s weekly dining schedule, hence being “accessible,

quick, easy, and satisfying.” As a chain, Papa John’s is more

appealing to consumers who care about affordable quality, who

value consistency and reliability over adventure and playfulness.

Research also shows that there’s an ongoing trend within

consumers for healthier food and wholesome ingredients. Papa

John’s all-time claim of “better ingredient, better pizza” matches

this trend perfectly.

Mom-and-pop shops have been around since the very

beginning of the pizza industry. Despite the hit they’ve taken

from technology and the rise of big chains, some of them still

stay successful because of two main reasons. First, they stick

to simple menus and specialize in only one or two things. This

kind of simplicity and focus gives a trustworthy and unique feeling

to customers and earn their acknowledgement. Second, owners

and staff in these shops are more dedicated to the business than

those in chain stores. Over time, they form a special personal

bond with customers and keep them coming back. Large scale

of brand loyalty hardly exists in the pizza industry, but with this

personal bond, small shops manage to build loyalty in its own

customer circle. Without a compelling reason like an intriguing

new style of pizza or ingredients, it is very difficult to convert these

loyal customers to big pizza chains.

13Consumer Insights

Indulgent mom overview

Lifestyle According to Simmons, Papa John’s consumers skew

towards middle class working mothers with an average of two kids.

These women are driven, but not necessarily workaholics. They

are family-centered caring moms who want to feed their children

healthy meals. However, their busy lifestyles make it hard to

prepare meals especially for dinner (Mintel “Pizza Restaurants,”

2013).

Papa John’s Consumer IndexFemale 18-24 156Female 24-34 155Female 35-44 123Mom 140HHI $50,000 - $74,999 111HHI $75,000 - $99,999 114HHI $100,000 - $149,999 111

One of the key drivers for this group is discounts and

deals. Many women admit to being influenced into buying a new

product or shopping at a new stores because of the promotions.

Additionally, children begin to be more adventurous with food as

they grow older. Many like to try out new and different ingredients.

Discounts and daily deals allow moms to indulge their kids while

still staying on budget. Delivery or portable to-go items are equally

as important to this group as they tend to be in the car a lot driving

to and from activities (Mintel “Pizza Restaurants,” 2013).

This group is often discouraged from choosing pizza

restaurants due to time constraints. Their children tend to be

involved in many extracurricular activities and are continuously

on the go. Therefore, ready-made pizzas available to pick up or

quick online ordering is more appealing to them.

14Consumer Insights

Behaviors To these moms, their children are the No.1 priority in life.

Aside from doing their day job, they are trying everything they can

to do a good job as moms. When it comes to feeding their children,

they are tired of the constant battle every mom has experienced.

Children of all ages are picky eaters. Moms want the children

to eat what they like, so that there can be less whining or even

kicking and crying at the table. Yet they feel the guilt of being

irresponsible when once in a while, they give in and settle for

foods that make the children happy but are bad for them.

Moms see their children as their stars. They are the

children’s biggest fans. Every step along the children’s growing

path, moms capture even the smallest moments and store these

memories in the form of dairies, photo albums, videotapes, etc.

Then they share the records with their families, friends, take

proud, and even brag about it, because nothing makes a mom

more proud than her children’s achievements, big or small. With

modern day technology, those memory-capturing tools have been

replaced with smart phones.

The sharing and bragging process has been brought up

to a whole new level by all the social media platforms, so is the

unspoken competition on that topic between these moms. Moms

who are proud of their children tend to especially competitive, and

such competitiveness applies to both the children’s performance

and their own as moms. At the end of the day, these moms crave

for their efforts to be acknowledged, praised, and even rewarded.

% of respondents

Characteristics that Are Important in a BrandAccording to US Mother Internet Users, Millennialsvs. Gen X, Dec 2013

Understands what matters to me as a parent

Shares my values

Recommended by other parents

Offers real-time customer service

Recommended by experts

Socially responsible, gives back to the community

Supports organizations that are important to me

Has a strong social media presence

Millennials(18-32)

58%

49%

46%

37%

35%

30%

27%

9%

Gen X(33-44)

44%

38%

39%

28%

20%

18%

18%

6%

Note: expectant females or mothers with children under age 9Source: BabyCenter, "2014 Millennial Mom Report," Jan 30, 2014169774 www.eMarketer.com

Consumer Insights 15

Media Insights 16

Media Usage While working moms tend not to be as social media savvy

as younger women groups, they are still considered active Internet

users. 70% are moderate social media users and often access

Facebook from their different devices. Their social media usage

is centralized on sharing and keeping in touch with friends and

families.

These women are also active listeners on social media

sites. They often trust their peers’ recommendations or reviews

on products. This group is also considered “information seekers”

as they often visit websites such as about.com to search for more

information on products and services.

Another important usage of social media among the moms

is platforms for them to display and share the glorious moments

of their children as mentioned before. Posting about their children

is one of the most common activities for them on a daily bases.

17Mom of the Week

Catherine is a striving working mother of an 11 and 13 year old. Her job as an accountant doesn’t give her much

time with her children, so picking them up after soccer practice is considered moments of quality time spent together.

Between her heavy workload and endless errands to run, Catherine has a hard time fixing dinner for her kids every

day. Despite her demanding schedule, she would not settle for anything less than healthy because her children’s health

is her number one priority. She is desperately seeking a convenient and affordable, yet decent and wholesome solution

for her dilemma.

When Catherine gets her feet off the ground, she likes to browse online for interesting and useful content, especially

something that can make her life easier. She checks out other mommy blogs and community forums for tips and advice

on what’s healthy for the kids.

As a modern woman, Catherine does her browsing on different devices: her tablet during lunch break, her

smartphone while on the go and her laptop when she can finally sit down at night. She used Facebook and Twitter as

sources for advice. Similar to other moms, she’s more than willing to share stuff she finds useful on different social media

channels.

For the woman who has to worry about the family budget and time spent looking for new deals, having coupons

always pays off. She goes crazy for a 20% off coupon. Staying informed with the latest offers gives her the option of

indulging her kids while staying on budget.

Mom of the Week

19Creative Brief

What are we trying to do?To encourage busy moms to place more online orders with Papa John’s.

Who are we talking to? The “Indulgent Mom” is a middle-class working woman looking for something quick and healthy to feed her children with. She has to stay on budget and wouldn’t compromise the quality of her kids’ meal. Being constantly on the go, she relies on her phone to stay connected throughout the day.

What do they currently think? I don’t see any differences between Papa John’s and other pizza chains.

What do we want them to think? Papa John’s online ordering makes getting a better pizza on my table easy.

Single Minded IdeaOrdering from Papa John’s online makes it easier to be a great mom.

20Media Brief

Advertising Objective

To make Papa John’s online ordering the primary choice among indulgent moms.

Communication Barrier

The biggest communication barrier is getting the new campaign in front of mothers for them to realize its out there

as an option because they currently do not see a difference between Papa John’s and other pizza chains.

Communication Drivers

The digital sphere with a heavy focus on smartphone usage will be our biggest and most effective driver for our

new strategy. Ordering online instead of in person or over the phone will be made as quick and easy as possible

so our mothers will want to use Papa John’s when experiencing a tight schedule.

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Seasonal/Timing Based on comScore, the number of unique visitors to Papa John’s website has steadily declined since February 2013. February, July, September, October and December leading up to January are the key months when the site’s traffic peaks. The highlighted pizza season is during major sports events such as the Super Bowl. Overall, the winter season appears to attract more visitors than in the summer season. This market is driven by the weekends. A mid-week campaign would be appropriate to reach busy moms during the working week.

Media Brief

Strategy

The Big Idea Rationale

“We make it easier to be a great mom.” The main idea is to establish Papa John’s helpful

and supportive role in target moms’ minds by supporting the

activities their children are involved in, especially sports. Papa

John’s will be launching a program called “Papa John’s Juniors”

in collaboration with local schools and educational institutions

in the NY DMA. To promote Papa John’s Juniors and generate

conversations around the brand, the media strategy will include a

mix of promotional events and a complete integration across the

website, mobile app and social media networks.

As a chain, Papa John’s has a stronger capability to cater

to large groups like school functions. The better ingredient claim

makes it easier for moms and schools alike to trust the brand.

In comparison, local mom-and-pop shops usually do not have

enough staff, equipment, and ingredients to take constant bulk

orders online. Domino’s, while having the same capability, lacks

better ingredients to convince moms to feed their kid’s with

it.

Being the only pizza brand that offers a rewards system,

Papa John’s naturally has a leg up in bulk ordering. The 25 points

needed for one free pizza can be earned in one single order and

directly lead to earning an extra pizza.

Papa John’s is already involved in a cross promotion with

the NFL and New York Yankees. Tapping into school sports teams

and games parallels with this existing strategy and enhances the

Papa John’s presence as the “official sports pizza.” It creates a

more personal connection between the brand and consumers.

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23Strategy

Promotional Events

The brand will exclusively sponsor sports games

from elementary to high school within the NY DMA. Upon

reaching an agreement with the school administrations, the

sponsorship will include team apparel, food and drinks, and

courtside/field side seats. Papa Johns will have naming

rights to certain games. There will be print ads and outdoor

displays at game venues and on publicity materials (flyers,

posters, playbills, etc.)

Furthermore, to reinforce the brand’s presence

in the lives of the moms and kids, Papa John’s will offer

exclusive online discounts and rewards for those who use

their catering service for school events and after-school

practices. It ties directly into the theme of Papa John’s

Juniors and brings attention to the reliability and capability

of the brand as a chain.

Digital

Leveraging paid, owned and earned media is essential for

this campaign. The paid and owned media needs to demonstrate

the ease of online ordering and the advantage of Papa John’s

Juniors’ special deals and discounts. The brand’s strategy will be

carried out on different platforms such as website, social media,

and mobile app. Papa John’s will create a microsite to promote

Papa John’s Juniors as well as linking to relevant content from

mommy bloggers. In order to increase the site’s visibility, Papa

John’s will optimize a set of keywords and phrases that connect

with the Papa John’s Juniors. In addition, the brand’s social

media network will continuously promote the idea of ‘it’s never

been easier to be a great mom when you choose Papa John’s.”

As the campaign develops, Papa John Juniors will begin to earn

media on social media and mommy’s blogs. Papa John’s will then

supplement media coverage with paid and owned media.

Strategy 24

Search, Promotional Events

Website, Twitter, Instagram

Twitter, Instagram, Mommy Bloggers

Owned

Paid Earned

Microsite

Papa Johns will create their very own microsite, an individual web page functioning as its own entity to compliment

the already existing Papa Johns website. This site will be geared towards busy mothers where they can go and

learn about Papa John’s Juniors. The site will produce and create branded content and provide links to relevant

mommy blogs such as Not Your Average Mom, Green Kitchen Stories, and Smitten Kitchen. The microsite will

also ask these mommy bloggers to link to their page to drive visibility, credibility, and search. The site will focus

on the accountability of the fresh ingredients and why these moms can trust Papa Johns as a healthy meal for

kids. The site will provide details about the “Papa Johns Juniors” program and how your children’s school can get

involved and be a part of the team.

Strategy 25

26Strategy

Paid Search

Papa John’s Juniors Microsite

● After school meal● What should I feed my kids● Mom’s favorite pizza ● Pizza with better ingredients● High quality pizza● Good value pizza ● Delicious pizza ● Papa John’s Juniors

Zipcode

Get your school on the map!

2

3 4 5

1

When users put in their zipcode, the built-in Google Map will allow

them to see whether Papa John’s Juniors is sponsoring one of

the local schools. They can also get their kids’ school involved

if it is not on the map yet, by clicking on the “get involved” link

underneath.

component to the site to reinforce the feeling among mothers

that this is a shared experience. Visitors to the site will be able

to comment on the featured blog post and have a chance to be

connect with the mommy blogger in question.

1. Gallery of Papa John’s Juniors’ event

2. Find a Papa John’s Juniors school near you

3. Feature article

Every week, a relevant article from popular mommy blogs

will be shown on the case. The basis for the selection of

articles will be based on the content of the article relating

to moms finding a new and more convenient way to make

dinner and on style of cooking. This will be a valuable

Image snapshots of Papa Johns Juniors program will scroll

across the top left hand side of the microsite. These photos will

be of the sporting events and after school programs as well as

the kids eating and enjoying Papa John’s pizza.

The “Mom of the Week” windows presents a picture of the proud

mom selected by Papa John’s to be this week’s star, together with

her twitter handle and other social media links. It is a place where

the competitive moms get acknowledged and rewarded for their

great effort and active participation.

The twitter feed window shows real-time twitter stream with

#PJsJrChamp, mostly from moms who are participating in the

Papa John’s Juniors program. The feed helps website viewers

keep up with the ongoing event and latest offer.

4. Twitter feed

5. Mom of the Week

Strategy 28

29Strategy

Twitter

Moms like to record the big moments of their children’s life

and display those memories. With all the social media and mobile

devices available today, capturing and sharing these memorable

moments has never been easier. Based on that knowledge, Papa

John’s invites moms to tweet about their kids’ practice, progress

and achievements using #PJJrChamp.

Moms are also competitive about their children’s

performance and want to announce to the world how proud

they are. During the school sports games (regional or national)

and other extra-curricular events, live tweeting is especially

encouraged. Among all the tweets, a “Mom of the Week” will be

picked out and rewarded with a Papa John’s gift card or a free

pizza. Papa John’s official Twitter account will be tweeting about

the sponsored events and games, pictures and encouragements

to the children who are involved in the program, as well as the

moms. The account will also be conversing and interacting with

whoever is using the hashtag, retweeting and replying to all the

moms, in order to further the engagement and strengthen the

personal connection.

31Strategy

Instagram Photo Campaign

In honor of moms, Papa John’s Juniors will be hosting

a photo campaign contest aimed at getting moms to share their

children’s moments of triumph such as a big win or receiving an

award. The picture of the child who garners the most likes will

receive a custom pizza party for any event of their choosing; Papa John’s Juniors will cover all the expenses related to party. Moms

love to talk about their children and brag about their success.

Many people are put off by it. Papa John’s wants to celebrate

their support of their children by providing them a vehicle through

which they can share their story with us and with the rest of the

audience on Instagram. Papa John’s created a unique hashtag to

use for all interested moms to use. It will be #yourbiggestfan.

#yourbiggestfanEvery mom loves to brag and we love to listen.

Vote for you favorite picture here.

33Key Metrics

In order to measure the success of the strategy, the

campaign will use several major KPIs such as social media and

SEO. While the goal is to increase Papa John’s engagement

online, it’s most important to drive engagement into sales

Therefore, it’s crucial for Papa John’s to analyze the date to find

out how effective Papa John’s Juniors is on driving moms from

after school practices to ordering online.

Search

- Share of search

- Keyword Ranking

In order to optimize the site and increase visibility, Papa John’s

should measure the share of search. The number of visits will

offer more insight into whether site traffic is due to organic or paid

search. Also, it will be helpful to know which keyword works better

than the other.

34

Social Media

- Referral traffic

- Conversion rate

- Social interaction

- Unique Visitors

- Total Impressions

- Total Engagements

As social engagement is a big part of Papa John’s Juniors, it is crucial to measures the effectiveness of Twitter and Instagram

campaigns at generating website traffic and conversation around

the brand.

Website

- Ratio of new to returning visitors

- Conversion rate per campaign

- Average number of items

- Cart abandonment rate

While the website focuses on building brand equity, the end goal is

to drive moms to purchase. Therefore, Papa John’s should keep

in mind a few major KPIs while measuring the performance of the

microsite. The ratio of new to returning visitors and conversion

rate per campaign will tell the brand the percentage of moms

who end up ordering online with Papa John’s based on Papa John’s Juniors campaign. It’s also important to know what items

they usually order in order to adjust special deals and discounts

accordingly.

Key Metrics

References 35

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http://www.adexchanger.com/advertiser/papa-johns/

Brandau, Mark, A Look Behind Domino’s Marketing Strategies, Restaurant News, Jan 13th, 2012

http://nrn.com/archive/look-behind-domino-s-marketing-strategies

Carr, D. (2014). Papa john's hits a home run as the official pizza of the new york yankees. Retrieved from

http://ir.papajohns.com/releasedetail.cfm?ReleaseID=804502

Davis, Scott, Getting Apps Right: How Domino's Is Beating the Odds. Forbes, Jun.21st, 2012

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Warner, M. (2013, August 13). What papa john's doesn't want you to know about its food [Web log message]. Retrieved from

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Appendix 36