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Papa johns raving fans campaign
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Papa johns raving fans campaign

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  • To create superior brand loyalty, i.e. " raving fans " through (a) authentic, superior-quality products (b ) legendary customer service and exceptional community service
  • Transcript

    • 1. Final Presentation Brittney P. Marshall Papa John’s “ Raving Fans ” Campaign
    • 2.
      • Current Challenges
      • Absence of ongoing B2C interaction and promotional offers on Facebook.
      • Absence of Papa Johns blog
    • 3. Introduce Papa Johns “Raving Fans” Campaign
      • Objective: Utilize Social Media
      • To increase brand awareness
      • Encourage consumer conversation
      To create superior brand loyalty and “Raving fans”
    • 4.
      • Pandora station
      • Micro-site with blog
      • “ Raving Fans” Facebook Contest
      • Google AdWords campaign
      • Foursquare SuperBowl Check-in Sweepstakes
      “ Raving Fans” Campaign Ingredients
    • 5. “ Raving Fans” Social Media Ingredients
      • Pandora Customized Papa John’s “Raving Fans” Pandora Station, advertising the Papa John’s “Raving Fans” Micro-site and featuring latest upbeat hits that add SuperBowl pregame excitement and Papa John’s flavor .
    • 6.
      • “ Raving Fans” Facebook contest
      • Upload videos to enter contest
      • Every Sunday leading up to SuperBowl Papa Johns will update Facebook page with special deals and communicate with fans on wall and through status updates.
      “ Raving Fans” Social Media Ingredients
    • 7. “ Raving Fans” Social Media Ingredients
      • Micro-site - RavingFans.com
      • "Raving Fans” blog
      • Sign up for exclusive offers
      • Play interactive games
      • Print coupons
      • Download free songs that are featured on “Raving Fans” Pandora station.
    • 8.
      • Raving Fans Check-in Sweepstakes
      “ Raving Fans” Social Media Ingredients Keywords: Football, SuperBowl, SuperBowl party,SuperBowl Sunday pizza, Papa Johns, SuperBowl Specials, NFL, score, touchdown, delivery, specials, menus, sweepstakes, ( SuperBowl Team name)
    • 9. Papa Johns “Raving Fans” Time Frame & Budget
      • Pandora - Ongoing Pandora Station, paid advertisements
      • End SuperBowl Sunday at 11:59 pm
      • Microsite - Starts: 3 Months before SuperBowl, ongoing
      • blog transfers to papajohns.com/blog (internal link)
      • (Free) Facebook contest - Ends: SuperBowl Sunday 11:59 pm
      • Ongoing updates, promotions and conversation
      • Foursquare check-in Sweepstakes- Ends: SuperBowl
      • Sunday 11:59 pm, Foursquare paid advertisements ongoing
      Other mediums : Twitter (free), ongoing
    • 10. Metrics of Success = Fans Are Raving!
      • Pandora - Measure click through to Micro-site from Pandora
      • Facebook - Measure conversation on Facebook, and video
      • uploads of contest participants
      • Foursquare - Track amount of Papa Johns
      • check-ins on SuperBowl Sunday
      • Google Analytics - To measure advertising ROI as well as track social
      • networking sites and applications.
      • Twendz.com- T rack Twitter conversation of Papa Johns costumers.