Advertising capstone project by 3 PM Cut Off in an attempt to revamp the branding of Coburg Pizza Company. Done by: Kyle Baker - Account Manager & Media Planner; Thao Bui - Account Manager & Media Planner; Allyson Flournoy - Account Planner; Kyle Provo - Copywriter & Creative, Alyssa Shelton - Creative, Duy Vo - Freelance Designer.

1. Tastefully Unique
Kyle Baker Thao Bui Allyson Flournoy Kyle Provo Alyssa Shelton

2. The concept of this campaign is driven by an emphasis on brand awareness
and thorough understanding of customers' behaviors.
situation coburg pizza company has been struggling to establish its
brand in the new location and community.
recommendation This campaign creates a new brand persona that
understands what the customers want.
implication we introduce the new logo that defines a new
personality of coburg pizza company and the seamless
experience that serves our target audiences.
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3. TO CREATE A SPRINGBOARD FOR THIS CAMPAIGN, WE CONDUCTED SEVERAL STUDIES ON
CURRENT PERCEPTION OF THE RESTAURANT AND ITS SERVICES.
Online
Survey
FOCUS GROUP OBSERVATION
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4. IN ORDER TO ESTABLISH ITS DOMAIN IN A NEW NICHE MARKET, IT IS ESSENTIAL FOR
COBURG PIZZA COMPANY TO IDENTIFY ITS NEW TARGET AUDIENCES.
Similarities
Adventurous
Active and busy
Open-minded
Convenience-driven
Technologically savvy
WORKING
MOMS
Foodies VISION
Awareness
High Food Quality
Convenience
Genuine Relationship
Brand Loyalty
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5. Knowing the needs and wants of the target audiences provides
coburg pizza company with the means to revamp its brand vision.
67% of moms choose smartphones over TV
Bargain shoppers 72% of moms have a profile on Facebook
WORKING Seek assurance from peers
86% of moms listen to radio
MOMS Prefer brands to be tech-savvy
Foodies Information hungry Foodies are mostly 25-34 years old & more
High awareness of media likely to live on the Pacific Coast
Willingness to travel for food
23% of U.S. leisure travelers choose their
destination based on culinary options.
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6. The feasibility of this campaign relies heavily on the complete
realization of set objectives derived from thorough need assessment.
1. Increase awareness among the two target
audiences
2. Increase store visits among target audiences
by 5% in 3 months
3. Increase lunch traffic by 20% in 3 months
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7. The media plan consists of traditional media and digital media that speak to
our target audiences.
Billboards radio
Creatively savory cuisine
foo the adventurouu soul.
No matter how full your plate is
there’s always room for
Pizza. Location: Springfield radio stations
Time: Lunch and before dinner hours
Goal: Present the restaurant as a quick
and easy way to prepare family dinner
Locations: Main Street, I-105, and Franklin
Boulevard
Time: Summer
Goal: Increase awareness by portraying
Coburg Pizza Company’s new personality.
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8. both target audiences are active on social media; therefore, good
communication on social websites is crucial.
Focus on working moms
Advertise take-and-bake
& fundraising events
Hightlight history & milestones
Promote Facebook deals
Keep track of negative
reviews & reply
Encourage customers
to write reviews
Update short news
Target foodies
Create conversations with
different groups
Promote lunch menu & Twitter
deals
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9. both target audiences value expert opinions while making decisions.
Magazines food blogs
Focus on travel and food magazines Increase online presence for
Outreach to foodies living outside Coburg Pizza Company
Eugene and Springfield area Generate conversations about the brand
why? why?
Working moms and foodies value Bloggers are influential.
lifestyle statements from magazines. Foodies have high awareness of media and
They want to be informed about new dining like to navigate the Internet.
trends. They go out of their way to find new
information.
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10. to bring the brand closer to the new community, we plan to implement
special programs in an attempt to attract local customers.
october National Pizza Month
Host a pizza recipe contest
during September
Choose the winner in October
Feature the winning recipe in the restaurant
Donate proceeds to a local organization
Other rotating special events
Little league sponsorship
Sponsor East Lane Little League
Increase awareness among moms
Strengthen community involvement
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11. the campaign will put coburg pizza company on the dining map of
eugene and springfield area.
travel lane county membership Information hub for tourists
and locals
Exposure via different channels
Network of other local
businesses and organizations
family meal deal Loyalty program for working
moms and families
Valued meal deals and fun
pass to local attractions
social media contest Distributions of the logo cutout
Photo contest through social
media every quarter
Winner chosen by voting via
social media websites
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12. besides proper media channels, better customer service and
dining experience are vital.
lunch service dinner service
•Lunch insert in main menu •Wait staff to introduce menu
•Menu placement in visible places •Rearrangement of the entrance
•Promotions on social media •Avoidance of dining interruption
•Lunch punch card •Introduction to reward program
•Employees recommendation
menu redesign
LUNCH MENU
Daily Gourmet Slices 3.79- 5.49
The Slice Special Buy a Gourmet Slice Di Giorno and add a
Casata or Company Caesar Singolo Salad &
Pepsi for only 2.49 more!
Lunch Sized Salads Shrimp Salad 9.49
Tuscan Chicken Salad 8.49
Chicken Caesar Salad 7.99
Chipotle Chicken Salad 7.99
•Simple and clean layout
La Fiesta Salad 6.49
Greek Salad 7.49
Oriental Salad 8.49
Spinach & Bacon Salad 6.49
The Chef’s Salad 8.49
Fresh Garden Salad 5.99
•Reorder food items
Zuppa Di Giorno Soup of the Day and Stix 4.49
Focaccia Sandwich Served with Kettle Chips or Fruit
Classic Italian Focaccia: Copacola, Mortadella, Salami, Pepperoni,
Mozzarella, Tomato, Banana Peppers and Herbed-mayo
•Matching personality
6.99
Turkey Focaccia: Turkey, Lettuce, Tomato, Mozzarella, and Garlic
Herbed-Mayo OR Turkey, Cream Cheese, and Cranberry Sauce
6.99
Italian BLT Focaccia: Bacon, Lettuce, Tomato, and Garlic Herbed-Mayo
6.99
Veggie Focaccia: Spinach, Mushrooms, Red Bell Peppers, Tomatoes, Onions,
Banana Peppers, Mozzarella, Cream Cheese, and Garlic Herbed-Mayo
6.99
Hot Stuffed Tramezzini Served with Kettle Chips or Fruit
Stuffed Italian Sausage: Mild Italian Sausage, Mozzarella, Onion, Bell
Pepper, and Our Special Pizza Sauce
6.99
Stuffed Meatball: Meatball bites, Mozzarella, Onions, Green Peppers, and
Pizza Sauce
6.99
New Stuffed Pizza: Pepperoni, Mozzarella, Onions, Green Peppers, and
Pizza Sauce
6.99
Stuffed Chipotle Chicken: Smokey Chicken breast, Corn, Roasted Red Bell
Peppers, Onions, and our Spicy Chipotle Ranch
6.99
Stuffed Chicken Bacon Ranch: Smokey Chicken breast, Country Bacon,
Tomatoes, Onions and Creamy Ranch
6.99
90999 S. Willamette St. • Coburg, Oregon
1710 Centennial boulavard • Springfield, Oregon
541 • 484 • 6600
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13. to bring convenience to our target audiences, the website redesign gives a
clear purpose while maintaining the new brand persona.
A source of important information & news
Easy and simple navigation
‘Online Ordering’ section
New mobile site for easy access via smartphones
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14. retaining existing customers is a crucial part of this campaign as we want
to maintain the relationship.
What's a pizza without Cheese?
Tomatoes are red
Pepperoni is too What are WE without YOU?
They say if you LOVE someone, 541.484.6600
they will always COME BACK to you
Doughn't think we
could forget your
birthday!
Send quarterly postcards to lazy customers
13 Send birthday postcards to registered customers

15. to maximize the results, a strategic media schedule is essential.
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16. this is an estimated cost of the campaign to achieve the set goals.
Budget
Q4 (2013) Q1 (2014) Q2 (2014) Q3 (2014)
OctoberNovemberDecmeber January February March April May June July August September
Radio
30 Second ad $500 $500 $500 $500 $500 $500 $250 $250 $250 $250 $250 $250
DJ
Endorsement $0** $0** $0** $0** $0** $0** $0** $0** $0** $0** $0** $0**
Website
Mobile $350 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Social Media
Facebook $200* $100* $100* $100* $100* $100* $100* $100* $100* $100* $100* $100*
Twitter $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0*
Billboards
CBS Outdoor $0 $0 $0 $0 $0 $0 $4500 $2000 $2000 $4500 $2000 $2000
Review Sites
Urbanspoon $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0*
Yelp $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0*
Postcards
Lazy Customer $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Birthday $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Public Relations
Little League Team $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50
Travel Lane County
$25 $25 $25 $25 $25 $25 $25 $25 $25 $25 $25 $25
membership
TOTAL $1125 $675 $675 $675 $675 $675 $4925 $2425 $2425 $4925 $2425 $2425
*Cost of Intern **Cost of pizza or trade Annual Cost $24,050
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17. the key to success is
to know the audiences and to cater to their needs and wants.
•Outreach to new target audiences
•Understand customers’ behaviors
•Utilize proper media channels
•Establish a genuine relationship
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18. Thank You
Kyle Baker Thao Bui Allyson Flournoy Kyle Provo Alyssa Shelton