TEAM 155

1

OVERVIEW 2

OBJECTIVES 3

SWOT 4

BRAND POSITIONING 5

COMPETITOR ANALYSIS 6

DIGITAL ORDERING 7

TARGET AUDIENCE 8

SEGMENTS 9

STRATEGY 10

THE BIG IDEA 11

HUTSPOT WEB/MOBILE 12,13

LOYALTY PROGRAM 14

PROJECT HUTSPOT 15

PIZZA IN THE PARK 16

#CAMPUSHUTSPOT 17

DIGITA L DINE-IN & WORK IT 18

HULU + HUTSPOT 19

HUTSPOT 360 20

PAID MEDIA 21

SOCIAL MEDIA 22

FLIGHT SCHEDULE 23

EVENT MAP 24

EVA LUATION 25

CITATIONS 26

2

O ve rview THE MILLENNIAL GENERATION IS DRIVEN, INSPIRED, & INTUITIVE.

They stay up-to-date with the latest advancements in technology.

Whether those are new social media platform or applications, this

generation incorporates new technology into their daily lives with ease.

They are also inspired to share their personal, positive experiences

with others through these technologies.

Similar to millennials, Pizza Hut enjoys staying ahead of the curve.

The brand is not afraid to try new things and has never settled

for being just an average pizza chain. In order to connect to the

millennial audience, Pizza Hut needs a digital experience that lives

up to the great qualities the brand is known for.

Embodying the spirit of the brand and the millennial generation’s

connection to technology, this campaign will establish the

improved digital identity of Pizza Hut, soon to be known to all

as their Personal Hutspot.

3

Objectives

Position Pizza Hut as the top choice for customers

who order digitally.

Provide the greatest digital ordering experience in the

category.

To obtain 75% of all ordering done online or digitally

by the end of 2015.

These three objectives are a glimpse of our greater goal in this campaign. Pizza Hut is not looking to occupy space in the digital marketplace; they

want to thrive in it. The brand recognizes that the future of its business relies on establishing itself on the digital front, and we are here to make that

a reality.

4

SWOTBefore we could start building a campaign for Pizza Hut, we needed to learn as much as possible regarding the current state of the brand. Primary

research was conducted to gather a considerable amount of consumer data, while secondary research was collected to provide further insight. We

started by examining Pizza Hut’s strengths, weaknesses, opportunities, and the potential threats it faces.

S W

O T

WEAKNESSES

Higher prices7

Dated perception of the brand5

Competitor’s customers have a stronger sense of brand loyalty23

STRENGTHS

Product quality7

Pizza Hut is a leader in the pizza industry23

Menu variety and range of food options7

Premium positioning in the customers’ consideration set7

THREATS

Negative online reviews

Limited mobile application capabilities

People are seeking healthier options5

The quick service food industry is on the rise28

OPPORTUNITIES

Millennials spend massive amounts of time online1

Buyers enjoy loyalty programs and discounts29

Companies that use social media are viewed as more trustworthy10

Consumers value shopping and interacting with brands online24

5

Bra nd Pos i t ioningAfter identifying the current state of the Pizza Hut brand, we gathered data from a variety of sources to learn everything we could about the brand’s

position in the market, the competition, and the world of digital ordering. We started by looking closer at the Pizza Hut brand itself.

Throughout its history, Pizza Hut has strived to provide more than the typical pizza experience. Since being founded in 1958, the brand has thrived by

crafting unique products and providing customers with greater variety and quality than its competitors. By bringing all of these aspects to the table,

Pizza Hut has become not only the largest pizza chain globally11, but one of the most popular brands:

82% CUSTOMER SATISFACTION22

1.15M FOLLOWERS ON TWITTER21

22M+ LIKES ON FACEBOOK20

1ST IN SALES AMONG PIZZA BRANDS23

To reinforce our findings through research, we conducted a survey that asked participants to express their thoughts regarding Pizza Hut, and their

responses did not surprise us:

They have a great variety and some of the best pizza that I have had!Best all around: Price,

Taste, Convenience.

I love all of the crusts and toppings - always lots of everything!

$

6

Competi tor Ana lysis We knew that gathering everything we could about Pizza Hut was just half of the positioning equation. To truly define Pizza Hut’s place in the market,

we needed to size up the competition. Here is what our primary and secondary research found:

“PIZZA PIZZA!”

High value for the cost

No digital ordering or applications

Focused on traditional ordering

Only offer carry-out

“OH YES WE DID.”

Speed and delivery with a strong digital presence

Very popular pizza tracker 2

Consistently ranked in the Top 5 for online transactions9

“BETTER INGREDIENTS. BETTER PIZZA. PAPA JOHNS.”

Built around a focus on quality and superior ingredients

Effective loyalty program18

Our evaluation of the competition helped clarify Pizza Hut’s position as the top choice for variety in the market. From this, we understood that our

messaging would need to embrace this position to be successful. However, we still had one more question we needed to answer before we could begin

building an effective and unique campaign: what made digital ordering so successful?

7

Digi ta l O rderingA strong digital presence is a requirement to remain successful in today’s economy.

Ordering online is not a new concept for the Pizza Hut brand. In 1994, Pizza Hut sold the first online item ever - one of their pizzas. Today, over 40% of

all Pizza Hut, Papa John’s, and Domino’s orders are done digitally.6

Leading the market on the digital front requires knowing how and why digital ordering is so popular with consumers. We turned to our research to

enlighten us on these important aspects.

HOW THEY BUY DIGITALLY:

WHY THEY GO DIGITAL:• Experience can cater to individual preferences3

• Experience and new purchases can be shared1

• Over 74% feel that technology makes their lives easier7

BEYOND TRANSACTIONS, A PRESENCE ON SOCIAL MEDIA ALLOWS BRANDS TO BETTER CONNECT WITH CONSUMERS.• 63% of consumers stay updated on brands through social media13

• 82% have more faith in companies that are involved in social media10

• Two-way communication cultivates a relationship between brands and consumers24

41% 72%

41% use their phone to

make a purchase13

72% research online before

buying15

Online reviews and ratings

influence purchases10

8

Ta rget AudienceFinding the right audience to focus on is the last piece of the puzzle. With only five months at our disposal, we chose the target audience that offered

us the highest potential for success: millennials 18-34 years of age. Millennials are ideal for a number of reasons:

• They are the most connected generation30

• Millennials are digital natives30

• 49% prefer the Pizza Hut brand over competitors23

• They enjoy more personal engagement with brands30

• Millennials spend more than any other age group30

Further research into their tastes and behaviors allowed us to establish three unique segments: Eric the Young Professional, Matt the College

Trendsetter, and Sarah the Famillenial.

SARAHThe Famillenial

ERICThe Young Professional

MATTCollege Trendsetter

Segments

PREFERENCESpersonalization, convenience and superior service

WHY PIZZA?Because he wants something with quality and variety that fits into his fast-paced lifestyle.

Eric, 25Young ProfessionalWashington, D.C.

TECHNOLOGY

PREFERENCESaffordability, effortless and delicious

WHY PIZZA?Because he wants to share a meal with his friends on game-night that is affordable and didn’t come out of the freezer.

PREFERENCESrewards, coupons and convenience

WHY PIZZA?Because she wants to feed her family something after work that everyone likes without breaking the bank (or her back).

Matt, 20College Trendsetter New York, NY

TECHNOLOGY

Sarah, 31FamillenialBoulder, CO

TECHNOLOGY

9

10

S trategyWHILE OUR SEGMENTS ARE UNIQUE AND LIVE DIFFERENT LIFESTYLES, THEY SHARE SOME OUTSTANDING SIMILARITIES THAT WERE MADE CLEAR THROUGH OUR RESEARCH:

• Convenience is highly important6

• They want high value at low cost26

• Millennials are connected on a variety of social channels17

• Prefer purchases that reflect their identity and tastes25

• Enjoy experience and entertainment when spending14

WITH THESE TRAITS IN MIND AND THE STRENGTHS OF PIZZA HUT AT OUR DISPOSAL, WE WERE ABLE TO ESTABLISH THREE KEY INSIGHTS INTO OUR TARGET AUDIENCE’S TASTES:

PERSONALIZATIONThey want engaging

experiences that reflect their

personality

REWARDThey want to be appreciated

for their active engagement

CONVENIENCEThey seek to connect

without interrupting their life

The key to effectively establishing Pizza Hut’s digital presence is to create an experience that builds on the positioning of the brand while taking

advantage of the strengths of mobile and digital technology. We needed to show our segments that ordering digitally from Pizza Hut provides everything

they desire from an online experience. We needed a clear and focused concept that would tie our vision together while inspiring an effective and

refreshing campaign. We needed a big idea.

11

‘You r Persona l ’For an audience that demands engagement while valuing convenience, choice, and connection, the Personal Hutspot is the answer. The name itself, a fusion of the brand and a Wi-Fi Hotspot, is a perfect representation of our campaign goal: to combine all of Pizza Hut’s strengths with those of the digital world. This idea will drive our messaging and the creation of a rewarding, effortless, and personalized experience that is far from the typical digital order.

THE BIG IDEA

12

H u ts pot Web/M o b i l eIt all starts with Pizza Hut’s application and website, which will be known collectively as the Hutspot. The most important part of this campaign is

building a Hutspot that lives up to everything that makes Pizza Hut great while providing the experience our segments crave.

The Pizza Hut app and website have several positive qualities already, such as clean design, a simple ordering system, and an easy way to order

previous favorites. However, there are a few things that can be done to optimize the app and website. That is where the Hutspot comes in.

By adding a number of innovative features and improving on what our competitors have done right, the Hutspot will build on Pizza Hut’s strong digital

presence to deliver a truly unique and enjoyable brand experience.

KEY NEW FEATURES:

FLAVOR JACKPOTSPLIT PAYMENTCAPABILITIES

“LIKE” AND ORDER YOUR FRIENDS’ PIZZAS

LOCAL PIZZA CREATIONS MAPW. SUGGESTIONS

PIZZA DELIVERY TRACKER

SHARE PIZZA CREATIONS ONSOCIAL MEDIA

13

Join an order Split & Customize Confirm / Add Split payment

Web and mobile experiences are kept consistent through design and functionality, inspired by current re-design.

14

L o y a l t y P r o g r a mRewarding consumers with deals and incentives is a proven way to build brand loyalty. This new loyalty program will be integrated into the Hutspot app

and website. The Hutspot will keep track of customers’ progress, enabling them to easily redeem their points for various rewards. Only through digital

ordering will customers be able to redeem points.

THE POINT SYSTEMFor every $10 spent through the Hutspot app or website, customers will receive five points. In addition, customers will receive one point for sharing

their pizza creation via social media, and another three points if a Hutspot user orders their pizza creation.

FOOD REWARDS

• Large Pizza with two toppings [50 Points]

• 24 Wings [50 Points]

• Family-Sized Pasta Meal (two pans) [50 Points]

FUN REWARDS

• One-year membership to Planet Fitness

[500 Points]

• GoPro [700 Points]

• iPad [1,000 Points]

15

P r o j e c t H u t s p o tOur five-month long campaign opens with a trio of events that elevate the

awareness of the Hutspot while directly engaging our segments through unique

experiences.

Kicking off in July will be our New York City based event: Project Hutspot.

Project Hutspot will be a nighttime event consisting of our enhanced Wi-Fi logo

projecting onto a massive building, located in Manhattan. The projection will

be accompanied by low-key music and a squad of Pizza Hut food trucks. The

projection will direct viewers to download the Hutspot app and set up an account,

enticing them with a free personal pan pizza as a reward. Upon completion of a

new Hutspot account, users will be sent a message encouraging them to get

more people around them involved.

Using the city’s new LinkNYC Wi-Fi network, a live feed of the event will be on

display throughout the city on specialized Wi-Fi structures. Those who connect

to the event through LinkNYC will be directed to the closest Pizza Hut location.

The projection, initially “searching for a signal”, will build in strength as more and

more users in the area log-in. Once the signal peaks, it will pulse until replaced

by an elaborate light show. Meanwhile, the music will pick up in intensity. As all of

this is happening, our food-trucks will begin serving the personalized pan pizzas.

The “pizza party” will carry on into the night, with the trucks serving people as

they arrive.

This impromptu gathering will generate a considerable amount of buzz for the

Hutspot. Young Professionals living in the city will be especially drawn to the

unique experience while enjoying a level of personalization and convenience that

only the Hutspot can offer. Social media posts will feature footage and imagery

for weeks after the event, grabbing the attention of our target audience across

the country.

16

Pizza in the Pa rkFamillenials want to focus on enjoying time with their family when going out to eat. Pizza in the Park will give park-goers an unforgettable brand

experience through Pizza Hut’s new interactive tables.

Pizza in the Park will be located in our target audience’s top four DMA’s and allow unsuspecting customers a chance to customize and order free

personal pizzas and create their Hutspot account. Once online, they can create their order and direct it to Pizza Hut Food Trucks on location. While

creating their pizza, customers can play games on the tables and share their creations through their social media accounts. This event caters to

Famillenials’ desire to go beyond the typical transaction with brands.

17

#CampusHuts potMillennials are the most educated generation on record, making college campuses a great place to reach our College Trendsetter segment.19 To take

advantage of this, Pizza Hut is going to take over 10 college campuses across the United States.

In order for students to have their campus taken over by Pizza Hut, they will have to place their order online through the Hutspot and select their

corresponding college when prompted during checkout. Every digital order will count as five votes towards the Hutspot Campus Takeover Party for

their school.

An additional vote will be entered once an order is shared via the customer’s social media using the hashtag, #CampusHutspot. Ten colleges will win

the Hutspot Campus Takeover Party: five each from the East Coast and West Coast.

The top two winning colleges from each coast will be rewarded with a concert in addition to the Hutspot Campus Takeover Party. The Takeover Parties

will include fun carnival games and our signature food trucks, which will be handing out free slices of pizza and branded merchandise to those who

download the app.

Huts p t

Huts p t

JSUwe’re coming for you.

18

Digi ta l Dine -In & Work ItDINE-IN Famillenials are the most likely segment to dine in at Pizza Hut locations. If

they choose to eat on location rather than ordering to their home, we want

to make sure they still have the chance to be rewarded. Digital Dine-In will

connect families to their Hutspot and they can still be rewarded for dining in.

In order to encourage families to order digitally, servers will suggest

downloading and ordering from the Pizza Hut app. As HutSpot users, customers

will receive 15% off of their first bill and be entered into a larger promotion

where they can win a $500 gift card to Target just in time for back-to-school

shopping.

WORK IT We know Millennials like to live a healthy lifestyle and are always seeking out

more ways to stay active and connected.12

Through Work It, Hutspot users can gain reward points for working out. As

members enter their local Planet Fitness, geolocation will send a push

notification through the app prompting them to check in. When they check in

for their workout, they will be rewarded with two Pizza Hut loyalty points.

By partnering with Planet Fitness, Pizza Hut will benefit from their popularity

and inclusive brand personality. In return, the program encourages a healthy

lifestyle (and memberships to Planet Fitness) and sponsors the gym’s popular

“Pizza Nights”.

19

Hu l u + Hu ts potMillennials love to stream their favorite shows online. Streaming sites offer opportunities to connect our brand with the convenient and personalized

entertainment our target audience craves.

Building on Pizza Hut’s partnership with Hulu Plus, we will incorporate seamless, in-stream ordering into the Hulu Plus platform. While other advertisements

on streaming sites frequently interrupt the viewing experience, the Hutspot will eliminate this annoyance with the “Pizza Button”.

Featured on Hulu’s control panel, the “Pizza Button” connects users to the Hutspot through an in-screen popup menu without interruption. The user

can login, build, and order without removing themselves from their favorite show. As an added bonus, they will receive three hours of ad-free viewing to

go along with their pizza creation that they can track on their Hulu Plus account at all times.

20

Hu ts pot 3 6 0Over half of adults in the U.S. play video games, with 20% of them playing every single day. 16 These gamers represent an important piece of our target

audience, especially within our College Trendsetter segment. The Hutspot app on Xbox360 and Xbox One will allow loyalty points to be earned, tracked,

and redeemed as they would on any mobile device. Beyond that, Hutspot360 will provide these gamers immediate access to Hutspot downloadable

content for the games they love to play. Gamers will also enjoy a few features specific to the Hutspot Xbox app just for ordering pizza.

THOSE FEATURES INCLUDE:• In-game delivery timers

• Enabling Microsoft Points for Pizza Hut purchases

• Access to exclusive game content and events for upcoming releases

With ads in Game Informer and posts on social media driving traffic, our segments will be drawn to using their Xbox as another convenient way to

connect to the Hutspot. College Trendsetters will love ordering without leaving the game, and Famillenials will be further exposed to the Hutspot

through the games they play with their kids.

21

Paid MediaPRINTFor tactics such as Hutspot360 and Work It, we will use our segment’s top relevant magazines

(Game Informer and People4) to deliver the Hutspot message in a way that fits the context. Print will

also promote Digital Dine-In, #CampusHutspot, and the overall Hutspot campaign.

BILLBOARDSIn highly populated areas, billboards reach a large amount of people in a cost-effective way. These

large, eye catching displays pique curiosity and build awareness while generating word of mouth,

recognition, and exposure for Pizza Hut.

COMMERCIALSTelevision is a reliable advertising platform that provides an opportunity to attain a considerable

amount of national attention. As an added benefit, the messaging behind these commercials will

resonate with an audience beyond our defined targets. Our commercials will fall into three themes

coinciding with each of our three segments. One of our ads, for example, might feature a Famillenial

dealing with a hectic hunger situation. Luckily, her personal Hutspot provides her with the ability to

keep everyone in her family happy with a delicious meal built to their preference.

BANNER ADSBanner ads represent the billboards of the internet because they are able to convey a quick and

memorable message digitally. This allows our target audience to engage with the advertisements

on their own terms.

YOUTUBE YouTube provides Pizza Hut the ability to post footage from various events, as well as advertise on

other videos. This platform is a cost-effective way to reach the millennial generation by providing

them with visually entertaining content that supports our campaign message.

22

Socia l Media

FACEBOOK + TWITTERPizza Hut needs to take advantage of

these platforms by creating content that

is flavorful and appealing to their target

audience. The shorter the message, the

simpler the design, and the sweeter the

content, the better it will resonate with the

millennial generation. In addition to regular

posts, several ads on Facebook and Twitter

will encourage users to like, order, and join

the Hutspot network.

INSTAGRAM + PINTERESTInstagram offers Pizza Hut free promotion

by showcasing their products and services

to millions of users. It also allows Pizza

Hut the power to gain exposure and

engagement with their target audience.

Instagram can showcase Pizza Hut’s

products in a creative yet casual way,

allowing Pizza Hut to build a personal

connection with followers. Pinterest

boards will share our latest menu features,

customer creations, and moments from

our various tactics. This will entice users to

order through the Hutspot and

pin their creations.

TUMBLR

Tumblr represents a unique opportunity

for the Hutspot. As a largely ignored

commercial platform, most advertisers

have yet to take advantage of a social

media channel with passionate potential

consumers. A Hutspot Tumblr account

can tap into the community with visually

appealing posts that fit naturally into the

context of the site.

23

Fligh t Schedule

TACTICS PAID ADVERTISING Single Unit Impressions Total Impressions Total CostTables Event Duration

Projection Event DurationEvent Duration

Traditional Print 6,000 5,400,000 $11.00 .11/poster to 900 gyms $10,000.00Magazines: People 42,615,000 127,845,000 $233,500.00 1/2, color, month $700,500.00

Direct Mail 1,000,000 3,000,000 $680,000.00 1 month $2,040,000.00Social/Digital Internet Radio 31,000,000 93,000,000 $620,000.00 1 month @ 20/spot $1,860,000.00

Banner Ads 45,000 180,000 $75.00 Per month $300.00Event Duration

Prize: Gift Cards (10) $500.00 1 Target gift card $5,000.00Traditional Magazines: Family Fun 2,106,676 4,213,352 $129,900.00 1/2, color, month $258,800.00

materials Conjunction w/TargetSocial/Digital Sponsored Blog Posts 45,000 270,000 $3,000.00 Per post $24,000.00

Banner Ads: Blogs 45,000 270,000 $75.00 Per month $450.00Event Duration

Traditional Billboards 100,000 1,000,000 $180,000.00 10 panels/month/scchool $1,800,000.00Print: Posters 30,000 1,000,000 $10,000.00 100 posters/1 school $100,000.00

Print: Postcards 34,000 340,000 $340,000.00 34000 units/1 school $3,400,000.00Bus Ads 20,000,000 + 60,000,000+ $150,000.00 150,000 buses/month $450,000.00

Event DurationTraditional

Commercials/Video Ads 3,200,000 9,600,000 $144,000.00 1 month @ 45/spot $432,000.00

Event DurationTraditional

Social/Digital Banner Ads 45,000 270,000 $75.00 Per month $450.00Internet Radio 31,000,000 162,750,000 $620,000.00 1 month @ 20/spot $3,255,000.00

Event Duration

TraditionalMagazines: Game

Informer 7,876,144 23,628,432 $215,489.00 Full, month $1,292,934.00Social/Digital

Event DurationTraditional Billboards 35,000 70,000 $16,000.00 per month $32,000.00

Magazines: People 42,615,000 170,460,000 $345,900.00 Full, color, month $1,383,600.00Radio 2,560,000 10,240,000 $32,000.00 month (80 spots) $128,000.00

Social/Digital Banner Ads 45,000 270,000 $75.00 Per month $450.00TV Commercials 21,500,000 64,500,000 $50,000.00 100/.30sec a day $4,500,000.00

Internet Radio 31,000,000 124,000,000 $620,000.00 1 month @ 20/spot $2,480,000.00Total Impresssions Total Cost

802,306,784 $24,153,484.00

Impressions Budget StuffSingle Cost (unit measurement)

July 1, 2015 - December 31, 2015

Hutspot App

September October November December

Dine In

Overall Hutspot

Xbox 360 + Pizza Hut

July August

Campus Takeover

Hulu

Work It

24

Event Map

24

25

Eva l uationWe have developed this campaign with the long-term success of Pizza Hut in mind. In order to measure this success and determine the possible

continuation of the campaign, we will evaluate its ability to:

• Position Pizza Hut as the top choice for digital ordering among our target audience by crafting a personal, rewarding, and convenient ordering

experience that is unmatched in the market.

• Provide the greatest digital ordering experience in the category with customizable, incentivized, and easy-to-use interfaces for digital users.

• Increase all orders done digitally to at least 75% by the end of 2015.

Concurrent testing will track the achievement of the campaign objectives. We will also carry out software testing in two month intervals to measure

the levels of effectiveness. The measurements will include social media tracking, digital traffic, and profit revenue. By the second month, we expect to

reach 60% of all orders digitally, and 75% by the fourth month, both key benchmarks of the campaign’s success.

Evaluation is essential to determining our campaign’s success. To quantify the digital traffic to the Hutspot app and site, a database will collect

information on the number and location of hits. Post-testing will occur after the complete run of the campaign, which will measure several factors

including recognition, recall, attitudes, awareness, and sales.

One possible pitfall in the media and marketing aspects of our campaign would be alienating customers who are not as comfortable with technology as

our target audience. One recommendation to combat this would be to keep these customers in mind by showing them that, even though Pizza Hut will

be providing the greatest digital ordering experience in the market, traditional ordering will remain capable and convenient. Our messaging is designed

to minimize the possibility of this occurring.

26

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