Social Media Strategies assignment

1. Northwest Missouri State University
Campaign Strategy Plan
Hometown Pizza
Richmond, Missouri
Makenzi Turley
Maddy Zeller
Social Media Strategies
Jody Strauch
December 6, 2018

2. Introduction
Hometown Pizza was founded in 2004 by Renea and Tom Williams. The
restaurant has been a huge favorite in the small town of Richmond, Missouri ever since.
The business is one of a kind, meaning Richmond is the only location the restaurant is
allocated. Hometown has been in a few different buildings but plans on staying in the
current building for as long as it is open. The restaurant consists of three separate
sections: a banquet room, the bar area, and the dining area. The banquet room holds
up to 40 people and can be reserved for graduation parties, birthday parties, reunions,
or pretty much any event. The bar area has a few different televisions that are usually
playing sports games. This area is just like any other bar you can think of, with a few
tables and some bar seating as well. The last area is just the dining area. This is where
the buffet is held on Tuesday nights and where the bigger tables are located.
The overall goal for Hometown Pizza is to make quality food for local people in a
friendly and family-oriented atmosphere. Over time, Hometown Pizza has managed to
become one of the most popular restaurants in Richmond and has strived to reach their
goal.
Campaign Goal
The campaign goal for our client is to help increase sales by giving customers a
wider variety of ways to place their order. Providing multiple ways to place delivery
orders will not only be beneficial to the customer but also to the company.
Existing Content
Hometown Pizza’s current media content includes Facebook and Twitter.
Through these social media channels, Hometown Pizza provides up-to-date information
about specials, discounts, events, and promotions that are available. They also provide
pictures of the community that relates to customers and adds to their locally owned
“hometown” pride esthetic. Hometown Pizza’s most commonly used social media
channel is Facebook. They reach a large audience of 2.2 thousand followers throughout
the Ray County area. Although their posts don’t come in any consistent matter, they
always gain attention. Their posts typically revolve around humorous jokes about pizza,
events going on in Richmond, Missouri and special that they are having. These posts on
average receive anywhere from five to over 100 likes, very little comments, but at least
two shares on almost every post. Their Twitter feed, on the other hand, hasn’t been
used since 2015 and only contains 25 followers.
Hometown Pizza’s following:

3. o 2.2 Thousand followers on Facebook
o 4.5 out of 5-star rating based on the opinion of 224 people on Facebook
o A range of 5-100 likes on Facebook posts
o A range of 1-10 shares on Facebook posts
o A range of 2-5 comments on Facebook posts
Content Gaps
Hometown Pizza’s social media content has multiple gaps that would be easy to
patch. The majority of the posts that Hometown Pizza makes on their page are posts
about the restaurant being closed or random promotions. There isn’t a content theme to
the page and it isn’t as appealing to the eye as it could be. Although Hometown Pizza
has a good target audience throughout Richmond, Missouri, we believe they could
reach a larger customer rate if their social media accounts were more actively used.
Hometown Pizza has the ability to bypass competitors if the right actions were taken.
Along with the lack of media usage, Hometown Pizza recently produced a website and
ordering app. The only announcement of these two features is on their Facebook page
in one vague status. Ironically, the status that they made announcing the addition of
their new app was the most popular post they have had, receiving 94 likes, 10
comments, and 8 shares.
Since Facebook is their largest media platform there should be more advertising
for these new features. If they were advertised more, more customers would know
about the features and would be more willing to use them.
Another gap that Hometown Pizza has is the slow delivery service. Hometown is
notorious for the lack of answering the phone when customers are calling to place their
delivery order. Therefor many potential customers get frustrated due to not getting to
place their order. That is why we believe the Slice app would help immensely. The Slice
app should eliminate this problem and will hopefully gain more delivery orders. However
as of right now, if people want to order pizza delivery style and can’t get through on the
phone, they usually will pick the competitors rather than Hometown.
Competitors:
Hometown Pizza has a few different competitors. There are two other pizza
places in Richmond, Pizza Hut and Casey’s Pizza. While these pizza places are big
competitors for Hometown Pizza, the biggest competitor Hometown has is a Mexican
restaurant called Tequila Jalisco. Tequila Jalisco is by far Hometown’s biggest
competitor because it is the other big fan favorite in town which targets the exact same
audience. When it comes to content, Tequila Jalisco only utilizes Facebook. The
restaurant has a total off 5,077 visits on their page, 567 likes, and a 4.4 out of 5 rating
based on the opinion of 159 people. Other than fast food restaurants, Hometown and
Tequila Jalisco are the only two restaurants families can go in, sit down and eat. After

4. high school sporting events or choir concerts, everyone who went to the events usually
go to either one of these restaurants making them huge competitors.
Competitor Tequila Jalisco’s following:
o 567 Followers on Facebook
o 4.4 out of 5-star rating based on the opinion of 159 people on Facebook
o No posts made by company, just customers
o No other social media accounts
Core Strategy:
Hometown has just added the Slice application to their business. They are
trying to promote this app to encourage customers to start ordering from Slice rather
than ordering at the restaurant or over a phone call. Hometown Pizza should work on
marketing this application better. It is only mentioned once on their Facebook page and
not a lot of people are aware of the app. The core strategy of this campaign plan is to
increase online orders by advertising the app and potentially increase sales by using
convenience as the main benefit of the app.
Themes and Messages:
In order to promote the Slice app, and gain more delivery orders, the restaurant
should take some of these themes into consideration:

5. 1. Convenience- The app would create a convenient service for customers to place
orders.
2. Variety- The app provides another way to place their order adding variety to the
restaurant.
3. Price- If a customer uses the app, it is an automatic 10% off their purchase.
Content Plan:
This campaign will be focused on the brand new Slice app that Hometown has just
added to their business. Hometown will persuade customers to use the app to help with
accuracy and convenience when it comes to ordering pizza.
Measurement and Monitoring:
By promoting the new Slice App in order to increase Hometown Pizza’s delivery
orders, we hope to see the overall sales increase over time. Keeping Hometown Pizza’s
social media targeted toward local residents of Richmond, Missouri. We hope to intrigue
their curiosity about this new feature. The chart below compares the sales of specific
items on Hometown Pizza’s menu based on the way customers order; either by phone
call, by app or by dining in. This would be beneficial to track if the new app promoted
throughout the campaign has helped increase sales or not.
Campaign Chart
Food Ordered By App By Phone Dine In
Pizza
Pasta
Appetizers
Sandwiches
Salads
We also think it is important to measure the number of followers that are gained
or lost throughout this campaign as well. Social media has a large impact on sales,
advertising and the reputation of a company. By tracking the number of followers that
each platform has, we will hopefully learn what works and what does not work for
Hometown Pizza’s social media pages. As of right now, Hometown has 2,216 Facebook
followers, 26 Twitter followers, and Hometown Pizza has not yet made an Instagram
account. We do believe that they should create this account in order for them to reach
their whole audience. Their Instagram account would also give them another platform

6. for them to promote their content on. The chart below is the tool that we would use to
measure our followers.
Social Media Chart
Month November (Current) December January
Facebook Followers 2,216
Twitter Followers 26
Instagram Followers 0
Calendar
The chart below is used to demonstrate the content we created that would be
used throughout the campaign. Not only does it focus on promoting the new Slice app,
but also to promote the company in general. Multiple social media posts are used to
interact with customers and keep the idea of eating at Hometown Pizza. This calendar
takes place in the month of December. We believe that December is an ideal month to
run this campaign due to many factors. After sporting events such as basketball games
and wrestling matches, it’s very common for fans to look forward to eating a quick meal
rather than cooking at home. College students come home for winter break and often
look forward to returning home to their favorite local restaurants such as Hometown
Pizza as well.
December 2018

7. Customer Comments/Concerns
When approaching the topic of customer comments and concerns through social
media, responses should be made as quick as possible. Responses should be made by
individuals of higher authority from Hometown Pizza’s staff, who are familiar with all of
Hometown Pizza’s policies. Hometown Pizza can accomplish this by directing one or
two specific individuals to resolve any concerns made by customers in a timely fashion.
Reassurance from the company to show that customer’s comments and concerns are
important will help keep the trust and value that customers have in Hometown Pizza.
Social Media Policy
Hometown Pizza, as of right now, does not have a social media policy. Since
there is only one Hometown Pizza, the social media policy should be well-known to all
employees. It is important to understand that by posting opinions of the company it
could make or break it. So, the social media policy should be a legal document to
secure the business’ reputation.
Summary
In conclusion, this campaign is meant for Hometown Pizza to conduct in order to
promote its new delivery options in order to ultimately increase overall sales. Hometown
Pizza will try to reach this goal by posting the social media content and blogs and
measuring the effectiveness throughout the campaign.