Your Pie (Athens, GA) Digital Marketing Campaign
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Digital marketing and ad campaign developed to address the unique problems faced by a local Athens, GA business turned national franchise. Project for UGA's Digital and Social Communications Strategy course (ADPR 5760).
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Your Pie (Athens, GA) Digital Marketing Campaign
- 1. Keina Crawford, Will Granros, Andrew Hostetter, Abby Jessen, Savannah Smith, Melissa Vuocolo, and Kelly Weber Digital Campaign
- 3. Your Pie 3 ╺ Local, privately owned chain of pizzerias ╺ Product Description ╶ Offers a wide range of pizza options that are fully customizable ╶ Lunch and dinner, 7 days per week ╺ Why Your Pie? ╶ Offers a rare platform by allowing customers to build their own pizzas ╶ Also has gelato and select craft beers
- 4. 4 Current Advertising Strategies ╺ Social media ╺ Email advertising ╺ Online presence ╺ Word-of-mouth ╺ Fragmented
- 7. 7 Strengths - Wide variety of ingredients and beverage options - Inexpensive - Offer lots of deals and discounts - Multiple locations - Great website - Notable social following Weaknesses - Stuck between a franchise and a local Athens restaurant - Have to split their budgets between locations - Different stores have different target markets Opportunities - Benefits of being a chain - Ability to focus on their specific city - Because it was started in Athens, shares a lot of the community values - Encourage personalization and ownership of food Threats - Highly saturated market - Not seen as a top tier local restaurant - Students are a seasonal target market
- 9. Notable Competitors’ Advertising Strategy Papa John’s - Promo codes and discounts - Specialty deals for sporting events Ted’s Most Best - Happy hour specials - Partnerships with other Athens local businesses like Creature Comforts Willy’s Mexicana Grill - Paid search ads 9
- 10. Social Media Comparison 740 average [23,758 likes] 3,305 likes 19,793 likes [32,488 likes] 1,586 followers 1,568 followers 766 followers [1,006 followers] 2,100 followers 1,821 followers 2,979 followers [4,000 followers] 3.5/5.0 4.0/5.0 1.6/5.0 4.0/5.0 4.3 average 4.4 3.7 average 4.0 10
- 12. 12 Target Audience - Each store has a different target market - 5 Points- College Students, Milledge Families - Beechwood- Athens Families - East Side- Vet Students, Police, Families - Makes having a uniform message difficult
- 13. 13 Target Audience - What do all three stores have in common? - Two specific targets - UGA students - Athens natives
- 14. 14 Audience ProfilesUGA Students Athens Natives
- 17. 17 ← Goals & Objectives → ➔ Increase social media following and engagement ➔ Increase Customer Loyalty ➔ Unify the brand message across all Your Pie locations in Athens ➔ Increase Facebook, Instagram, and Twitter Followers by 15% ➔ Increase App downloads by 20% ➔ Increase overall sales by 10%
- 18. 18 Communication Strategy “Your Pie, Your Athens” - The city of Athens has a wide range of people, from students to families and everywhere in between - But it also has a unique “big city, small town” feel that unifies the community A pizza of and for Athens
- 19. “ The Ultimate Athena: Creating the Pie of Athens, GA 19
- 20. Types of Digital Advertising Display Ads Social Media Campaigns Email Marketing Campaigns Search Engine Optimization (SEO) Mobile/Location Based 20
- 21. Display Ads Why? - Will allow us to reach interested customers in a visually appealing manner Pros - Accurate targeting for customers with the chance of making a sale - Builds brand awareness - Can measure very accurately Cons - Expensive - Can be seen as intrusive 21
- 22. Display Ads 22
- 23. 23 Social Media Campaigns Why? - Build on current efforts to engage with online customers through owned media Pros - Ability to reach audience directly - Build audience through your own efforts - Incorporate feedback directly Cons - Engagement efforts are not directly about sales - You have to pay to beat the algorithms
- 25. 25 Email Advertising Campaigns Why? - You can directly market to frequent customers in a personable way on a platform they use often Pros - Creates brand loyalty and intimacy with consumers - Permission-based format - Your Pie already has an extensive email list - Very low price but can reach a wide audience Cons - It can annoy consumers if done incorrectly - Could be seen as intrusive or unwanted
- 26. 26 Place your screenshot here
- 27. Why? - We can optimize content online to naturally attract the right consumers Pros - Organic listings do better than paid listings - It’s inexpensive with no PPC - Considered more authentic and trustworthy Cons - Your Pie may not get to the top without using SEM - Paid search is better proven to create conversions SEO 27
- 29. Mobile/Location Based Why? - Targets people who are hungry which will allow Your Pie to stay top of mind Pros - Reaches users on their most used screen - Generates conversions - Reaches “local” audiences Cons - Can be costly - Consumers could see it as intrusive 29
- 30. How our campaign will enhance current efforts: - We will add a call to action to the company’s already adequate advertising. - Give a more cohesive feel to the split advertising for each location by having a uniform message - Constant advertising to fill the gaps between Your Pie’s already great event advertising 30
- 32. Campaign Duration ~ 6 months 32 Social Media Display: Ultimate Athena SEO Location Based Targeting Social Media Display: Ultimate Athena SEO Location Based Targeting Social Media Display: Ultimate Athena SEO Location Based Targeting Social Media SEO Location-Based Targeting Social Media SEO Location-Based Targeting Social Media SEO Location-Based Targeting July Aug Sept DecNovOct
- 33. The Budget 33 Monthly Total = $5,850 Display $400 Paid Social Media $300 (Facebook) Email Marketing $50 SEO $5,000 Location-Based Targeting $100
- 34. 34 Measurement & Optimization Display Reach Page Views Bounce Rate Social Media Hootsuite Social Listening Websites Followers & Likes Email Marketing Open Rates CTR Unsubscribe Rate SEO Impressions CTR Conversion Rate Mobile/Location-Based Targeting Geofencing Geotargeting
- 35. 35 Questions?