Papa John's Marketing Plan by Fresh Paint Team

Team 6: Sara Morell, Amanda Mueller, Jordan Lehuquet, Cristi Keeter, Molly Jones
Plan Book // Marketing 347 Section 500
fresh paint

TABLE OF CONTENTS
EXECUTIVE SUMMARY
PART 1: MEET THE TEAM
Agency Information
Visual Identity
PART 2: THE EXTERNAL ENVIRONMENT
Industry Overview
Industry Analysis
Competitive Analysis
Secondary Research
PART 3: THE INTERNAL ENVIRONMENT
Client Background & History
Client Information
Recent Marketing Efforts
SWOT Analysis
Ethnographic Research
Secondary Research
PART 4: THE TARGET MARKET
Primary Research
Target Market Identification
Target Market Analysis
PART 5: OBJECTIVES &
INSIGHTS
Key Research Insights
The Problem
Campaign Objectives
Creative Brief
PART 6: THE IDEA PITCH
The Pitch Document
The Idea Pitch
PART 7: THE BIG IDEA &
CREATIVE PLAN
The “Big Idea”
Creative Executions
PART 8: THE MEDIA PLAN
Translation of Media
The Media Plan Details
CAMPAIGN EVALUATION
WORKS CITED

John Schnatter began as a boy with a simple dream of making pizza for all using quality
ingredients. By 1985, when Schnatter was 23, the first Papa John’s was born, named after
the man who started it all. Schnatter began franchising the business in 1986, and by 1991
there were 100 Papa John's stores across the country. (Hoovers, 2016). Today, Papa John’s
has just under 5,000 restaurants operating around the world.
Over the past 4 months, Fresh Paint has worked to develop an innovative, comprehensive
advertising campaign for Papa John’s Pizza. The goal of this plan was to identify our client’s
target market, the problems they face in reaching that market, and what they can do to better
their marketing efforts. After extensive research and data collection, we found that the biggest
issue facing Papa John’s is that their entire brand is portrayed through 2 men: Papa John
himself and Peyton Manning. This is effective in reaching men, especially NFL fans aged 18-
24, but leaves a huge market untouched. Another important issue that we discovered in our
primary research involves a few findings. First, that Papa John’s sits at an average rank in
consumer minds. Then, when asked “People who eat pizza from Papa John’s are ______” the
answers given were predominantly negative, however when just asked “People who eat pizza
are ___” almost all answers were positive. Thus there is a misalignment in the view of Papa
John’s and your average “pizza person."
The “Better Living” Campaign seeks to use each of these issues to create an entirely new
outlook on Papa John’s as a whole while increasing sales and brand preference. In our
concert contest we will incentivize college-aged consumers to choose Papa John’s with the
hopes that their experience will be positive, creating a desire to choose it again the next time
they want pizza. All other elements of our IMC campaign (both traditional and non-traditional
methods) will seek to reach audiences of all demographics to associate our brand with a
better lifestyle. The public's general perception is that pizza people are good people, and we
created this campaign because we wholeheartedly agree with that perception.
Initiating the “Better Living” Campaign will boost sales growth and brand preference for Papa
John's by improving public perception and reaching out to new target markets. Through the
campaign, we hope to ensure the success of this pizza delivery brand well into the future.
Luckily, Papa John's brand recognition is already high. However, to fulfill our advertising
campaign objectives, we must focus on getting Papa John's to the top of many people's
pizza-delivery preferences list in this competitive industry.
EXECUTIVE SUMMARY

To us, a fresh coat of paint is more than just a surface-level facelift.
It is the classic symbol of creating renewed purpose within something
that is already established. This illustrates with artistic vision exactly
what our team strives towards: remodeling existing structures without
compromising their original foundations. Our team works to bring
innovative, game-changing ideas to the marketplace while maintaining
a brand’s core identity.
One Mission...
Countless Possibilities
fresh paint

Howdy! My name is Amanda Mueller and I am a senior Marketing major in the Mays
Business School at Texas A&M. In my time here at A&M, I have poured my heart
into the organizations I’ve joined and the people I have surrounded myself with.
I have served as the Apparel Chair and Social Director for my sorority, Zeta Tau
Alpha, during which my creativity and imagination have been pushed beyond what
I thought was possible. I have also worked at Sabi Boutique for 3 years, and this
past summer was in charge of all marketing aspects of the business. While I’m still
unsure which exact path I want to go down, my experiences thus far have shown
me that I love being challenged, finding new ways to reach goals, and encouraging
those around me to do the same.
Editor-in-Chief: Responsible for performing a quality check on all
AMANDA MUELLER
JORDAN LEHUQUET
Howdy! My name is Jordan Lehuquet and I am a senior marketing
major at Mays Business School here at Texas A&M University. I was born in
Philadelphia, Pennsylvania, but moved to Round Rock, Texas when I was young,
and aside from some of the sports teams I root for, I fully consider myself a Texan.
Speaking of sports, last year I was a marketing intern for the Texas A&M athletic
department, in charge of running and planning the various promotions at sporting
events. Sports are truly my passion, and I hope to one day make a career out of
sports and work for a professional franchise. I know my experiences so far have
taught me that advertising is so important in sports, and I hope continue to learn
from my new experiences and further build my professional portfolio.
Source Master: Responsible for making sure that all work is genuine, and all sources
quoted receive their credit.
THE FRESH PAINT TEAM

Howdy! My name is Sara Morell, and I am a senior Marketing major at Texas A&M
University from Dallas, Texas. I was drawn to pursue a career in marketing because
it incorporates my creativity and desire to work with new people. Additionally, I am
working on obtaining my certificate in international business after studying abroad
in the Netherlands.
I have a passion for mentoring students and utilize this talent through a variety of
organizational positions, among them being a Fish Camp counselor and Freshman
Business Initiative peer leader. I am also involved in MSC Town Hall and KANM,
which cultivate my love of music. For the past two summers, I have had the privilege
of interning with Sewell Automotive Companies at the Grapevine Cadillac location
and look forward to seeing what opportunities lie ahead!
Coordinator: Responsible for facilitating meetings and setting
deadlines for each week.
SARA MORELL
Hello! I am Cristi Keeter and I am a junior Marketing major in Mays Business
School at Texas A&M. During my time here, I have involved myself with my sorority,
Chi Omega, where I serve as a mentor at a local girls’ shelter and act as Chapter
Relations chair for Songfest, the largest Greek-sponsored philanthropy event on
campus. I have spent my past two summers as an office intern at Camp Eagle, a
media intern at Sky Chemicals LLC, and a marketing intern at the Houston Food
Bank. These different experiences have led me to the conclusion that there is not
one single job or title that can bring joy and fulfillment, but rather placing yourself
in an environment in which you see a real purpose can make a world of difference.
I am excited to see what my future in marketing will hold.
Senior Consultant: References project guidelines to ensure that all requirements
have been met. Consults team members in solving various problems that arise.
CRISTI KEETER
Hi! My name is Molly Jones and I am a Junior Marketing Major in Mays Business
School at Texas A&M University. This year, I am serving as Publicity Chair for my
sorority, Chi Omega, where my job is to function as the creative director of all
marketing material for the largest Greek-Sponsored Philanthropy event on campus:
Songfest. My professional experience falls in random places all over the map, since
the past two summers have brought me jobs and internships at a Christian Sports
Camp, a high-fashion shoe designer startup- Joyce Echols, and an established
Non-Profit called Living Water that drills water wells in communities all across
the developing world. I love finding passions in diverse areas, and am thoroughly
enjoying my journey as a Marketing major at A&M.
Creative Director: Responsible for the design and professional appearance of all
deliverables. Accountable for formatting and turning in the project each week.
MOLLY JONES

Part 2: External Enviornment // MKTG 347 Section 500
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INDUSTRY OVERVIEW
Demand in the Fast-Food & Quick Service industry
is driven by consumer tastes and personal income.
Restaurants in this industry appeal to all
demographics. Companies typically promote their
brands through mass media, including television,
radio, and print publication advertising (Hoovers,
Fast Food & Quick Services, 2016).
Some restaurant operators invest heavily in
mobile marketing to reach younger
consumers, and many large chains have
developed branded smartphone applications to
build customer loyalty and gather
marketing data (Hoovers, Fast Food & Quick
Services, 2016).
Papa John’s operates within the Fast-Food & Quick Service industry.
Companies in this industry provide goods and services to their customers
for both on-site and off-site consumption (Hoovers, Fast Food & Quick
Services, 2016).
According to Euromonitor, worldwide sales in this industry, including
revenue from fast food restaurants, total about $2.7 trillion annually. These
sales are expected to grow rapidly in Latin America, the Middle East, Africa,
and the Pacific Asia region. The world’s 10 largest fast food chains have a
combined global brand value of about $180 billion, according to Millward
Brown. The US fast-food and quick-service restaurant industry includes
more than 250,000 restaurant locations with a combined annual revenue of
about $190 billion (Hoovers, Fast Food & Quick Services, 2016).
Full-service restaurants and specialty eateries such as coffee shops are not
included in this industry. The profitability of the individual companies relies
on efficient operations and effective marketing. Larger companies have
advantages in purchasing, finance, and marketing while small companies
can compete effectively by offering superior food or service. The US industry
is highly fragmented: the 50 largest companies account for about 20% of
revenue (Hoovers, Fast Food & Quick Services, 2016).

INDUSTRY ANALYSIS
Key External Drivers
Consumer Spending
Increasing unemployment results in loss of consumption and while household income is high,
customers tend to spend more money eating out.
Healthy Eating Index
The increasing trend of awareness among consumers about food in relation to health issues and
nutrition will continue to negatively affect the growth of the Industry.
Consolidation
Industry giants are continuing to gain market share while small restaurants that could not survive the
recession drop out of the market.
Industry Life Cycle
Long term, low growth, and high saturation of the market contribute to the industry’s “mature” life
cycle stage.
(IBISWorld US, Pizza Restaurants in the US, 2015).
Trends and Growth
Annual Growth = 1.2%
Stores are starting to adapt their menus
to accommodate healthier choices. Many
are also investing in online ordering
systems and customization technology
to combat challenges in the industry
(IBISWorld US, Pizza Restaurants in the
US, 2015).
Revenue: $40.3 Billion
Recently, there is a growing trend of stores
focusing on increasing sales per store
to drive revenue by integrating higher
priced menu items, instead of opening
new stores due to high saturation of the
market (IBISWorld US, Pizza Restaurants
in the US, 2015).
Products and Services Segmentation (2015)
40% of pizza sales are now based online

Advertising
Fast food companies, including the pizza
delivery category, are consistently spending
close to 2% of their net sales on advertising
and promotions (Hoovers, Fast Food and
Quick Service Restaurants, 2016).
Social media platforms are being utilized to
advertise and market to the “Under 25”
consumer segment, who tend to take
pictures of their food and post them online
(Mintel, Pizza Restaurants U.S., 2015).
Problems/Challenges
Competition is high at the moment, as increasing
numbers of quick service and fast, casual restaurants
are opening. Additionally, grocery stores are offering
a growing selection of ready-to-bake options
that are often less expensive than some fast food
options, including delivery pizza. Growing health-
consciousness in consumers continues to place
stress on the pizza industry as well (IBISWorld US,
Pizza Restaurants in the US, 2015).
Key Target Market
Baby boomers have higher disposable
income, resulting in greater spending on
eating out. Young adults from 18 to 30
years old are beginning to delay starting
a family, giving them more income to eat
out. In addition, they tend to spend a higher
proportion of their food budget on eating
out than other age segments (IBISWorld US,
Pizza Restaurants in the US, 2015).
The 25 to 44 age group is the largest
segment. They are well established in
their careers and have families with young
children where pizza can provide a cheap
and easy dinner solution. The under 25 years
old segment sales are increasing thanks to
marketing efforts aimed towards this age
group (IBISWorld US, Pizza Restaurants in
the US, 2015).
INDUSTRY ANALYSIS

COMPETITIVE ANALYSIS
Slogan
“Oh yes we did!”
Price Range
Prices range between $5.99 for a small pizza up to $25.99
for a sizable order of wings.
Advertising Spending
This year alone, Domino’s has spent more than $57 Million
on TV advertising, which is the most out of all of the fast
food pizza chains for this year (Redbooks, 2016).
Current Positioning
Currently, Domino’s is the #2 fast food behind Pizza Hut, and
as of the end of 2015, their sales were $2.2 Billion compared
to Pizza Hut’s $6.79 Billion (Hoovers, 2016).
Distribution
Domino’s has about 12,500 stores in over 80 countries
around the world (Hoovers, 2016).
Brief History
Domino’s Pizza was founded on June 10, 1960 in Ypsilanti,
Michigan by Tom Monaghan and James Monaghan. Since
they began, Domino’s has experienced worldwide success
with 12,500 stores in more than 80 countries. 5,000 of those
stores are located in the United States alone. Their menu
offers a wide array of pizzas, pastas, breadsticks, salads,
and much more. Most of their locations are limited to car-
ry-out or delivery only, with not many offering dine-in seat-
ing (Hoovers, Domino’s Pizza Inc., 2016).
Target Market
Domino’s large menu has offerings for
all demographics, but specifically they
are targeting low to middle income
families and young people, especially
between the ages of 18-24. Their
marketing towards young people can be
seen in one of their recent promotions,
which was a $7.99 large pizza carry out
special, while some of their new items
like their pastas and salads is geared
towards the family aspect of the market.
(IBISWorld, Pizza Restaurants in the US,
2016)
Strengths
• High brand recognition worldwide
• Trustworthy brand
• Reliable quality despite drastic overhauls of their menu
and recipes
Current Advertising Campaign
• The “Choose 2” deal is available daily (1 Pizza and either
breadsticks, salad, sandwich, or wings) for $5.99. $7.99
for the large carry out special (dominos.com)
Product Mix
Hand tossed, Thin crust, or Brooklyn
style Pizza, chicken wings, sandwiches,
pasta, cheesy bread, breadsticks, salads
(dominos.com, 2016)
“oh yes we did”

CONTINUED
Brief History
Little Caesar’s began their journey in 1959 in a suburb of
Detroit, Michigan. Their 2 founders were Mike and Marian
Ilitch. Little Caesar’s Enterprises now has over 2,500
franchises throughout the United States and locations in 10
countries abroad as well. They offer a wide variety of food,
including pizzas, salad and cheese bread, and the company
strategically places their stores in high traffic areas and
college towns (Hoovers, Little Caesars Enterprises Inc,
2016).
Target Market
Little Caesar’s tries to capture middle
to low income markets. Their offerings
are centered around getting more bang
for your buck, which is shown in their
signature product: the $5 Hot-N-Ready.
Little Caesar’s also offers many deals
designed for college students. Little
Caesar’s has many locations in and
around colleges and universities; since
most students have a very tight budget,
Little Caesar’s is valued highly in this
target market. (IBISWorld, 2016)
Slogan
“Pizza! Pizza!”
Price Range
Prices range from $1.59-$14.99. The extremely economical
Hot-N-Ready Lunch combo is only $5 for 4 slices of pizza
and a soda.
$35 Million: TV Advertisements YTD 2016 (Redbooks, 2016).
Current Positioning
Currently, Little Caesar’s continues to offer their classic
menu item pizzas while introducing new items, such as the
Loaded Crazy Bread, to their ever changing list of offerings.
Little Caesars ranks 3rd in revenue amongst fast food pizza
chains, bringing in $3.4 Billion in 2015 (Nation’s Restaurant
News, 2015).
Distribution
Little Caesar’s operates in over 2500 locations spanning 10
countries (Hoovers, 2015).
• $5 Hot-N-Ready Pizzas, Loaded
Crazy Bread (Redbooks, 2016)
Strengths
• Fast and inexpensive
• Frequently updated menu with specialty pizzas & sides
• Own the naming rights to the Detroit Red Wing’s new
stadium (Redbooks, 2016)
Product Mix
Pizza, Deep dish pizzas, the “Crazy
Combo,” Italian cheese bread, Caesar
wings, Salads (littlecaesars.com, 2016)

CONTINUED
Brief History
Pizza Hut was founded in 1958 by two brothers in college.
They borrowed $600 from their mother and started their
business at a busy crossroad in the center of Wichita,
Kansas. Just 10 years after the grand opening, more than 1
million guests had been served in around 310 restaurants.
Pizza Hut was taken over by Pepsico in 1976, however in
1997 it was spun off as part of an independent company
with Tricon Global Restaurants, Inc., better known today as
Yum! Brands, Inc. (Pizzahut.com, 2016).
Slogan
“The Flavor of Now”
Price Range
Pizza Hut’s menu prices vary between $4.79 for a personal
pizza all the way up to $37.98 for an order of 4 dozen wings
(fastfoodmenuprices.com, 2016).
Pizza Hut is the 73rd largest brand by ad spending at about
$233 million in 2014 and is increasing every year (Adage,
2016).
Current Positioning
Pizza Hut is considered the World’s #1 Pizza Chain (Fast -
Food and Quick Service Restaurants, 2016). Their current
market share is about 14.8% (IBISWorld, 2016).
Distribution
There are a total of 15,600 Pizza Hut outlets in more than 90
countries (Hoovers, 2016).
Strengths
• Evolving menu that still keeps consistent taste and quality
• Franchising effort allows expansion with less corporate
expense
• High accessibility (Hoovers, 2016)
• During the Rio Olympics, Pizza Hut
released the “Big Flavor Dipper”
commercials
• Most current is “$5 Flavor Menu-
Pleased” commercials
Target Market
Pizza Hut is defined mainly as a family
product, so the target market is middle
income and high income families. Thus,
their marketing is targetted towards all
ages of people. In addition to families,
however, they market to fast-paced
college students with little income and
little time and to anyone else who needs
food in a hurry.
Product Mix
Pizzas: Hand-Tossed, Pan Pizza, Thin
n Crispy, Stuffed Crust, Skinny Slice,
Gluten Free; Other: Pasta, Wings,
Salads, Sandwiches, Breadsticks,
Cinnamon Sticks, Cheese Sticks, Fries,
Brownie, Cookies (pizzahut.com, 2016)

CONTINUED
Brief History
Papa Murphy’s was started in 1995 by Terry Collins as
the merger of Papa Aldo’s (started in 1981) and Murphy’s
Pizza (started in 1984). In 2010 the chain sold to Lee Equity
Partners of New York. Papa Murphy’s Take ‘n’ Bake pizza
outlets offer fresh-made pizzas that customers can take to
bake at home. The chain’s menu features several different
pizza styles available with a wide variety of toppings, along
with calzones, lasagna, and desserts. Today it is the largest
“Take ‘N Bake” chain in the United States (Hoovers, 2016).
• Commercials inform customers of
their use of chicken raised without
antibiotics
• “Love at 425 Degrees”
Target Market
Papa Murphy’s main target is primarily
young families with young children
Their primary targets are not the fast-
paced families or even the college
students with little time... they target
busy mothers who still want a hand in
preparing their family’s food.
Slogan
“Handmade. Home baked.”
Price Range
Papa Murphy’s pizzas, calzones, and desserts can range in
price from $4 to $15 (fastfoodmenuprices.com, 2016).
The “Take ‘n Bake” chain spent $27.4 Million on advertising
in 2014 (Adage, 2015).
Current Positioning
Papa Murphy’s is in the “Take and Bake” segment, putting it
in competition with both full-service and quick-service pizza
chains. The company markets itself as more convenient
than going to a family dining restaurant. It is now the 5th
largest pizza chain in the US.
Distribution
There are over 1500 Papa Murphy’s outlets in more than 30
states (Hoovers, 2016).
Strengths
• First of its kind
• Leader in the “Take ‘N Bake” industry
• Low costs, freshly prepared, customizable pizza
(Hoovers, 2016)
Product Mix
Pizza, salad, chocolate chip cookie
dough, cheesy bread, cinnamon wheels,
s’mores dessert pizzas, and in some
locations- lasagnas and chicken wings
(papamurphys.com, 2016)

Part 3: Internal Enviornment // MKTG 347 Section 500
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John Schnatter began making pizza dough as a hobby at a young age, but it wasn’t
until he reached his early 20s that he started making financial “dough.” He completely
renovated a bar located in Jeffersonville, Indiana co-owned by his father, installing
a pizza oven. In 1985, when Schnatter was 23, he left the bar and set up shop in a
restaurant next door. Thus the first Papa John’s was born, named after the man who
started it all through his love of pizza (Hoovers, 2016).
Schnatter began franchising the business
in 1986 in order to expand the company
despite his low amounts of funds. The
company moved to Louisville, Kentucky in
1989, and by 1991 there were 100 Papa
John’s stores across the country. The
company went public in 1993 (Hoovers,
2016).
BACKGROUND
PAPA JOHN’S HISTORY
Today, Papa John’s operates in all 50 US states as well as 35 other countries. Much
of Papa John’s success can be attributed to their franchising efforts. The company
focuses on cutting expenses and maintaining low costs. Papa John’s desires to be
the most quality-focused pizza company in the world. Maintaining a simple menu and
high-quality products allows Papa John’s to focus on the quality of their products.
Papa John’s is currently honing in on non-traditional restaurant locations, such as
airports, shopping malls, and other high-traffic venues (Hoovers, 2016).
“Papa” John Schnatter making his famous
pizzas at his first delivery pizza restaurant
location in Jefforsonville, Indiana.

CLIENT INFORMATION
CURRENT MARKET POSITION
Papa John’s growth is undeniable. Since the company’s inception, Papa John’s has increased it’s sales
and margins year after year. The franchise is looking for ways to enter into the non-traditional restaurant
market, thus hoping to tap into a whole new market.
Papa John’s has taken advantage of the technological boom of recent years by allowing customers to
order pizza through Apple TV and various other medias. They are also making strides to accommodate
the increasingly health-conscious consumers by removing high-fructose corn syrup from all menu
items. Papa John’s is maintaining its reputation and standing exceedingly well in this ever-changing
market (Hoovers, 2016)
MENU & PRODUCT MIX
The menu items range from the classic cheese and
pepperoni pizzas to the more adventurous, signature
pizzas such as “John’s Favorite,” “Dual Layer Pepperoni,”
and “Tuscan Six Cheese.” The menu is designed to appeal
to all consumers, no matter their pizza preferences. Papa
John’s also offers various breadsticks, garlic knots,
wings, and poppers for the customers who are not
looking to order a pizza. Papa John’s aims to appeal to all
consumers (Papa John’s, 2016).
In comparison to international competitors, Papa John’s
menu is pretty diverse, and thus appeals to more tastes
and customs. The 100% whole wheat, hand-tossed
was first introduced by Papa John’s in 2008. Instead of
outsourcing the production of their dough, Papa John’s
decided to take the initiative to create quality products
within their stores (Wikinvest, 2016).
PRICE RANGE
$1 for drinks to $20 for a large meat-topped pizza.
ADVERTISING SPENDING
The company focuses on both national
and local marketing components. Its
domestic strategy consists of television,
print, direct mail, digital media, and social
media advertisements. Papa John’s online
marketing has skyrocketed over the past
several years with the influx of consumers
using online and mobile web technology
(Hoovers, 2016).
Papa John’s spent $199 million on
measured media in the United States in
2012. This amount is up 4.8% from previous
years. Papa John’s does not spend near as
much as its competitors; Pizza Hut spent
$239 million and Domino’s spent $197.2
million in the year 2012 (Adage, 2013).
DISTRIBUTION
Papa John’s operates within the pizza industry with 4,893
pizzerias in the United States alone, and also operates
in 39 international markets. Papa John’s locations offer
delivery, carryout, and dine-in services, with delivery being
their main source of orders (Hoovers, 2016).
CURRENT TARGET MARKET
In regards to the company’s locations in
the United States, Papa John’s targets
consumers within the delivery area via
television ads, digital display advertising,
local social media, and much more.
Ininternationalmarkets,PapaJohn’stargets
consumers in the local area, specifically
those who live and/or work within a few
miles of Papa John’s locations.
Papa John’s is also moving into the non-
traditional restaurant market by adding
storefronts in airports, malls, and other
high-traffic areas (Papa John’s, 2016).
SLOGAN
Better Ingredients.
Better Pizza.

RECENT MARKETING EFFORTS
When most people think of Papa John’s it’s not necessarily top on their list of favorite pizza joints. Sure,
they have a great garlic sauce, but that famous sauce is not what they were built on. They are very active
in their marketing efforts, as they’ve spent over $42 million in advertising so far this year. Many people
feel as if Papa John’s has been very lackluster in their creative efforts recently, but with a major overhaul
of their sauce and recipes, they seem poised to re-tool and re-brand. (Redbooks, 2016)
Recently, Papa John’s has gotten innovative in terms of their mobile ordering. With the induction of
the new Apple TV, the company has created an application through the App Store in which customers
can order from certain pre-selected offerings or repeat previous orders which they’ve made. They have
called the app “A pioneer in the food industry,” and have beat one of their major rivals, Domino’s, to the
punch. With Papa John’s leading the way, apple is also looking into making ordering possible from Apple
Watches, and Amazon is trying to make things work on the Echo. (Zelleke, cdanews.com, 2016)
For the past 4 years, Papa John’s has utilized star athletes to help represent their brand. Their most
recognizable partners are Peyton Manning, the now former quarterback for the Denver Broncos, and
JJ Watt, the star defensive end for the Houston Texans. Peyton Manning has been especially key in
Papa John’s becoming the official pizza of the National Football League. This year, Peyton’s first since
being retired, Manning and “Papa John” himself will be hosting game day parties, as seen in their TV ad
for the 2016 NFL season. As the Papa John’s brand continues to move forward, so too do the players.
The addition of JJ Watt to the team is important to note, because it gives Papa John’s a big time brand
ambassador in JJ Watt who currently plays in the league, while still keeping the witty Peyton Manning
an integral part of their team. The kickoff of the NFL season left football and pizza fans happy with Papa
John’s special NFL kickoff offer. Fans were able to get two medium two-topping pizzas for only $6.99
each, and to sweeten the deal even further, Papa John’s new Cinnamon Pull-Aparts for just $6. These
deals are very wise on Papa John’s part, capitalizing on the huge market that is football fans. (Redbooks,
Business Wire, 2016).
When your founder and CEO is someone as enigmatic as
John Schnatter, you know the Papa John’s brand will always
be making efforts to increase brand awareness and customer
loyalty. Whether it be making a celebrity appearance on
ESPN’s College Gameday, or thinking of new devices to be
able to order pizza on, “Papa John’s team understands that
customization and personalization are keys to successful
customer engagement.” The Papa John’s brand can only
hope that their recent marketing campaigns can elevate
the company in the minds of their customers. (Johnson,
bluemaumau.org, 2016)

SWOT ANALYSIS
STRENGTHS
• Household recognition & brand loyalty
• High quality ingredients
• Strong employee training program
• Efficient restaurant layout
Household brand recognition & loyalty
Papa John’s is a nationally known name with hundreds of thousands of loyal customers that keep
them highly ranked year after year for sales and customer service (Papa John’s Pizza | SWOT
Analysis | USP & Competitors | BrandGuide | MBA Skool-Study.Learn.Share.).
High quality ingredients
Papa John’s emphasizes fresh ingredients and quality in its ads, delivering a consistent product
since its founding (Papa John’s Pizza SWOT, n.d.).
Strong employee training program
Papa John’s invests in its employees by offering specific training programs for each crucial job
area, ensuring the vast knowledge of each Papa John’s employee (Papa John’s Pizza SWOT, n.d.).
Efficient restaurant layout
Papa John’s layout is designed to create a smooth flow of food orders through the restaurant,
including areas for ordering and preparing each step, and is open enough to allow customers to
watch the entire process (Papa John’s Pizza SWOT, n.d.).
.
WEAKNESSES
• Limited menu selection
• Franchise management
• Fewer store-fronts than competitors
OPPORTUNITIES
• Introduce new menu items
• Venture more into home delivery
• Create more brand awareness
• Venture into new markets
THREATS
• Competitors offer more menu options
• Health-concious customers pose a
threat to future business
STRENGTHS

Limited menu selection
When compared to competitors, Papa John’s only offers a basic array of menu items (Papa
John’s Pizza | SWOT Analysis | USP & Competitors | BrandGuide | MBA Skool-Study.Learn.
Share.).
Franchise management
Disadvantages Papa John’s faces with franchise management include high startup costs,
limited flexibility, and inconsistency through individual managers (Papa John’s Pizza SWOT,
n.d.).
Fewer storefronts than competitors
In today’s culture of instant gratification, restaurants need to be available in as many locations
as possible to serve as many customers as possible, and Papa John’s is not as common as
other pizza chains (Papa John’s Pizza SWOT, n.d.).
Introduce new menu items
Papa John’s has a huge capacity to expand through a new, larger menu with more diverse
options (Papa John’s Pizza | SWOT Analysis | USP & Competitors | BrandGuide | MBA Skool-
Study.Learn.Share.).
Venture more into home delivery
Delivery is quickly becoming the primary method of pizza consumption, providing opportunities
for Papa John’s to improve and expand their home delivery process, especially through new
resources like ordering online or through an app (Papa John’s Pizza SWOT, n.d.).
Create more brand awareness
Venturing into new markets goes hand in hand with creating more brand awareness, Papa
John’s has a major opportunity to grow and increased awareness will come as a result of that
growth (Papa John’s Pizza SWOT, n.d.).
Venture into new markets
Papa John’s has already taken roots in some very successful markets, but there are many
more that it can spread into (Papa John’s Pizza SWOT, n.d.).
Competitors offer more menu options
Papa John’s competition offers many varying menu items whereas Papa John’s only offers a
select offering of pizza, appetizers, and drinks. The limited menu offering is a large potential
threat to business if customers are looking for more variety (Papa John’s Pizza | SWOT Analysis
| USP & Competitors | BrandGuide | MBA Skool-Study.Learn.Share.).
Health-concious customers pose a threat to future business
Most companies in the Fast Food and Quick Service Industry are under constant scrutiny
by health conscious people to offer healthier options. There is a threat to many fast-food
businesses today, as people are becoming more and more health-concious (Papa John’s
Pizza SWOT, n.d.).
WEAKNESSES
OPPORTUNITIES
THREATS

ETHNOGRAPHIC RESEARCH FORM
Restaurant Visit (Dine-in)
Section #: 500 Team #: 6 Date & Time of visit: September 15,2016 4pm
Team members: Amanda Mueller, Jordan Lehuquet, Sara Morell, Molly Jones, Cristi Keeter
Restaurant name & location: Papa John’s on University
MENU & ORDERING EXPERIENCE
• Menu was small with somewhat limited options
• Several sauce options to eat with breadsticks, pizza, etc.
• The menu display could use some updating, but served
its purpose
• No line to order inside
“THAT’S A PLUS”
• Free Wi-Fi advertised
• “The official pizza sponsor of the NFL” & Major League
Baseball
• Advertised their “Now accepting competitors coupons”
offer on windows outside
(Free Wi-Fi didn’t work)
ENVIRONMENT
• Standardized, bland interior decor
• Around a dozen red & black booth tables for seating
• 2 flat-screen TV’s on the walls, but never got turned on
• Tables and floors looked clean
• Customers ranged from young families to young single
people to old men
• All promotional information was on the exterior windows
• Movie posters were the only interior wall decorations
• Not the most “inviting” space
• Lots of soda liters unloaded from a truck were in the
corner right next to where customers order food- not the
best atmosphere.
All team members were present to visit Papa John’s on September 15th.
EMPLOYEES & OVERALL SERVICE
• Man who took our order was friendly and helpful
• Only 3 employees present from what we saw
• Delivery guy was very busier than the rest of employees
• Slow service- it took 15 minutes to get plain breadsticks
• Overall, it’s obvious that Papa John’s is more focused on
delivering pizzas rather than in-restaurant service
MAIN TAKEAWAYS
• Delivery is the way to go!
• Small selection of menu items
• Wide range of customers
• Lots of advertising for promotions
outside, not any inside the restaurant
• Restaurant could use some updating
and design work

EXPERIENCE & INSIGHTS NARRATIVE
Our team visited Papa John’s on University Dr. together on the afternoon of Thursday, September 15th
to gather some first-hand research on our client and how their physical location operates. After making
some initial observations, we narrowed our findings down to 5 major takeaways that we deemed as
significant.
Upon arrival at the store, we noticed that there is a lot of outdoor advertising covering the windows
and gate at the entrance. Many of them have to do with promotions, including price matching with
competitors or sports sponsorships with a combo deal. The sports advertisements for football and
baseball serve as effective triggers for ordering pizza for special events, like a watching party. In addition,
we noted big letters on the window outside advertising “free wi-fi”, although upon further investigation,
we found that there was no connection to wifi indoors. These outdoor advertisements are a good way
to get customers’ attention and pique their interest with a deal, however, we found that it also cheapens
and clutters the outside aesthetic.
After stepping foot inside the store, we observed that there are no advertisements like the ones outside,
but instead, the waiting area walls are filled with movie posters. Our team was confused by this decor
and did not understand the relation to Papa John’s pizza. The interior decor and fixtures were updated,
however, we noted that the design was bland and standardized.
Furthermore, we found the menu to be quite small. The selections included the standard pizza and
breadsticks found at any other pizza restaurant. This simple menu can be a positive and negative feature,
as customers are always familiar with the offerings and know what to order, while on the other hand,
there is no menu item that sets Papa John’s apart from other pizza restaurants. We ordered breadsticks
as a snack for the team and waited 15 minutes in the waiting area before receiving our order. The staff
was friendly and the food met our expectations.
As we sat waiting for our food to arrive, we made several observations on the guests that entered the
store. We noticed that there was a wide range of customers, including a mother with her children, a
young female, and a middle-aged male from a nearby restaurant. Only one of these customers stayed
in the store to eat his meal, while the others brought their orders home with them. The man who ate his
pizza inside was from a nearby restaurant, judging by his work polo and was assumedly on a break from
his shift there. This explains why he decided to eat at the store.
Otherwise, we noted that there were many employees with delivery boxes coming in and out of the
store while we were there. Therefore, we inferred that the majority of Papa John’s business comes from
pickup and delivery service, rather than dining in. We examined Papa John’s online delivery system to
further investigate how our client conducts delivery and found that the system was highly customizable,
easy to use, and aesthetically pleasing. We were also pleasantly surprised to find that Papa John’s has
partnered with Venmo to offer a split fare service in case the customer is ordering with a group of friends.
Overall, our visit was an informative experience that helped us determine some areas of strength and
areas of possible improvement in the stores and online system that will help guide our Ad campaign
strategy.

REFERENCES
Phone, B. (n.d.). N/A. Retrieved September 21, 2016, from https://www.papajohns.com/
Login - Hoover’s. (n.d.). Retrieved September 21, 2016, from http://subscriber.hoovers.com/H/
company360/fulldescription.html?companyId=16241000000000
By The Cost of Fast Food. (n.d.). Papa John’s Prices - Fast Food Menu Prices. Retrieved Septem-
ber 21, 2016, from http://www.fastfoodmenuprices.com/papa-johns-prices/
Phone, B. (n.d.). Technical Difficulties. Retrieved September 21, 2016, from https://www.papa-
johns.com/order/menu?category=Sides
Login - Hoover’s. (n.d.). Retrieved September 21, 2016, from http://subscriber.hoovers.com/H/
company360/fulldescription.html?companyId=16241000000000
Morrison., M. (2013). Papa John’s Launches Creative Review. Retrieved September 21, 2016,
from http://adage.com/article/news/papa-john-s-launches-creative-review/245309/

Part 4: The Target Market // MKTG 347 Section 500
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TARGET MARKET
Characteristics of Target Market
Papa John’s primarily targets young people
between the ages of 18 and 24, with an emphasis
on the males in this group. While this group is one
of the most social demographics, their limited
budgets increase their need for inexpensive dining.
Important statistics on this demographic:
• Makes up 10% of the U.S. Population
• Nearly 50% live with their parents
• 25% are just starting their careers
• 74% of households headed by those younger
than 25 have incomes of less than 50K
• 45% socialize/shop online
They are known for being:
• Fast paced
• College Students
• Very little disposable income
• Technology based
(Mintel, 2011)
How to Best Reach Target Market
The internet and social networking sites are
crucial tools for those working to create brand
relationships with 18-24 year olds. The traditional
media vehicles are becoming less and less relevant
to them as they are more tuned in to online outlets.
Brands also need to learn the value of transparency
and relevance in their campaigns.
Examples of ways to reach this group are through:
• Advertisements that result in material gain
• A winnable competition
• Form of entertainment
Some good outlets to run these campaigns are:
• Television
• Social media
• Online banners
(Mintel, 2011)
Rachel is a 23 year old female born in
Cincinnati, Ohio and a recent graduate
from Texas State University where she
majored in Human Resources. She just
began her first job in the HR department
as a recruiter for Academy where she
is making about $45,000 annual salary.
She prides herself on always staying up
with the news, even if she gets her info
from twitter, and she online shops at
least 3 times a week. Rachel frequently
travels as a part of her new job and
while she genuinely enjoys the constant
movement, she sometimes gets
frustrated that she has to depend on
fast food / quick service restaurants for
most of her meals. However she loves to
come into a town and find that there is a
Papa John’s nearby as it always offers
fresh, delicious pizza that doesn’t break
the bank.
Target Market Profile

Tylerisa20yearoldmaleborninHouston,
Texas and is currently attending school
at Texas A&M University. Tyler is working
on earning his Bachelor’s Degree in
Accounting and aspires to work for a
Big 4 accounting firm. He is a member
of Delta Tau Delta Fraternity and spends
his time devoted to school, hanging out
with his brothers, watching whatever is
on ESPN, and catching up on twitter/
instagram. He is still fully supported
by his parents and lives off a budget of
$300/month for anything he may need.
Therefore when Tyler doesn’t feel like
cooking (which is quite often) he looks
for a restaurant with quick, very cheap
options.
Target Market Profile
Responses received from the survey display a wide
range of pizza preferences. While all people order
andenjoy pizza, thefrequency, companyloyalty, and
opinions towards pizza vary tremendously. Most
viewed pizza as meal for people who are looking for
a good deal: lots of food for a low cost. Pizza was
almost always viewed as a quick and easy choice.
Respondents also viewed pizza as classic, yummy,
and greasy.
In regards to Papa John’s, the image of Papa John
himself conjured up thoughts of “better pizza” and
“football” amongst the respondents. Papa John’s is
associated with wholesomeness and family. Most
of these respondents eat pizza 2-3 times a month,
and over 75% of those surveyed said they order
pizza delivery rather than driving to a storefront.
When ordering a pizza, a dismal 9% order sides and
accompaniments; pizza is typically the only item
ordered off the menu. This statistic reveals to us
thatPapaJohn’smustcapitalizeontheirpizzaitself,
rather than the various sides and accompaniments
offered on the menu, in order to attract and retain
customers.
A whopping 80% were satisfied or extremely satisfied with their delivery speed and online
ordering experience. The majority of respondents found Papa John’s online ordering system
easy to use, well-designed, and fast. Respondents were then asked to rank four pizza restaurants
(Papa John’s, Pizza Hut, Domino’s, Little Caesar’s, and Papa Murphy’s) according to personal
preference. Papa John’s ranks third amongst its competitors, with Pizza Hut and Domino’s
tying for first place. Unfortunately for Papa John, his restaurant was most often chosen as a
respondent’s third choice. However, 81% of customers were either satisfied or extremely satisfied
with their experience at Papa John’s. This response shows brand loyalty: consumers are willing
to order from one of Papa John’s competitors despite their positive experiences at Papa John’s
simply due to loyalty.
TARGET MARKET ANALYSIS
Surveys

While the target market’s perception of pizza is generally positive, their pizza
preference is closely tied to brand loyalty. They view pizza as easy and cheap, but
Papa John’s is not ranked as their preferred pizza restaurant.
Conclusion
Works Cited
O’Donnell, F. (2011, November). Social Dynamics of 18-24-year-olds - US - November 2011. Retrieved
from http://academic.mintel.com.lib-ezproxy.tamu.edu:2048/display/542947/
SURVEY RESULTS
Q1 - How often do you eat pizza?
Q2 - Choose the response that best fits to your habits: When I eat pizza, I usually...

Q3 - Choose the response that best fits to your habits: When I eat pizza, I usually...
Q4 - Please complete the sentence below:
People who eat at pizza are ________.
*Most popular responses from 61 participants
Q5 - Please complete the sentence below:
People who eat pizza from Papa John’s are __________. *Most popular responses from 61 participants

Q6 - Please rank the following pizza restaurants in order of personal preference (with 1
being your favorite and 5 being your least favorite).
Q7 - What is the first word or phrase that comes to mind with the previous image?
Overall Avg. Rank:
1. Domino’s (2.06)
2. Papa John’s (2.62)
3. Pizza Hut (2.63)
4. Papa Murphy’s (3.79)
5. Little Caesar’s (3.89)
Most Favorite Pizza Place:Average Rank from 1-5:

Q8 - In a word or phrase, how does the previous image make you feel?
Q9 - Have you ever ordered food from Papa John’s?
Q10 - How satisfied were you with the experience?

Q11 - Did you use Papa John’s delivery service?
Q12 - How satisfied were you with the speed of the delivery?
Q13 - Have you ever used Papa John’s online ordering system?

Q15 - What is your age?
Q14 - Please use the slider to indicate your level of agreement with the following state-
ments (with 100 being totally agree and 0 being totally disagree).
Q16 - What is your gender?

Q17 - What is your ethnicity?
Q18 - What is your average annual gross income?

IN-DEPTH INTERVIEWS
How often do you order pizza?
1. Twice a month
2. Once a month
3. Three or four times a month
4. Rarely
5. Not often… Less than one time a month.
When choosing a fast food pizza restaurant, what factors help make your decision:
1. Past experience and discounts mean most to me. But overall, past experience
means more than taste.
2. Whatever is closest. I am pretty loyal to certain pizza restaurants.
3. Crust quality and price.
4. If there’s a good deal or discount.
5. If it’s nice, clean, not super greasy, or has healthier options.
Have you had Papa John’s before? If yes, please describe your experience.
1. Yes, it was fine. Not as good as other pizza places.
2. Yes, my parents used to get Papa John’s all the time and it was alright. It’s a good,
standard pizza.
3. Yes, it was pretty good, just an average pizza.
4. Yes, I love Papa John’s! It’s my family’s favorite. Very positive experience.
5. Yes, it was average.
If you had to order from Pizza Hut, Domino’s, Papa John’s, Little Caesars, or Papa
Murphy’s, which would you choose and why?
1. Domino’s because of past experience.
2. Domino’s.
3. Papa John’s. Their thin crust pizza is the best.
4. Domino’s because they are cheapest and their garlic crust.
5. Little Caesars. That’s where her family always used to order from and I always
thought it was good.
1: 21 year old female
3: 20 year old male

What comes to mind when you think of Papa John’s?
1. Papa John.
2. Papa John’s the spokesman.
3. Peyton Manning, delicious thin crust pizza, “Papa John” himself.
4. Peppers and the garlic sauce that comes with it.
5. The spokesman, Papa John, and the slogan.
HowdoyouthinkPapaJohn’scouldmaketheexperiencebetterfortheircustomers?
1. Make better pizza.
2. The decor is pretty bland, they could definitely spice it up. Promotions are rewards
would be good too.
3. Faster delivery time!
4. Faster delivery. They should also connect their delivery service to other apps like
Favor so that more people can be out delivering.
5. Set delivery experience apart say or do something different to make it special.
Have you seen any recent Papa John’s advertisements? If so, please describe it
and provide any details about its effectiveness.
1. Peyton Manning! I love their advertisements. That’s the one thing I always
remember about Papa John’s.
2. No, I haven’t seen any ads recently.
3. Not recently. I remember commercials with Papa John and Peyton Manning. I think
the commercials are moderately effective, but lack creativity.
4. Really haven’t seen a commercial lately.
5. I’ve seen the commercials and like their claim to better ingredients.
What do you like about Papa John’s that is different than what their competitors
do?
1. I appreciate their advertisements and endorsements.
2. Better quality ingredients? Not really sure if there is anything that stands out with
their competitors.
3. Garlic sauce, their use of NFL players in their commercials.
4. The garlic sauce.
5. Relatable ads and garlic sauce.

Part 5: Key Research // MKTG 347 Section 500
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KEY RESEARCH INSIGHTS
Loyalty trumps all.
Our primary research revealed a very average
ranking for Papa John’s within our target
market. When asked to rank Favorite Pizza
Place, Papa John’s came in 3rd and had an
average rank of 2.62. However, when asked
how satisfied they were with their Papa John’s
experience, almost everyone was either
Extremely or Somewhat Satisfied.
So what does all this mean? Papa John’s does
not have a very loyal following like Pizza Hut
Domino’s do. They provide excellent service when consumers choose them, but that choice
comes more from situational reasons such as convenience than a craving for Papa John’s. In
general, consumers are going to choose the pizza they have always chosen, and Papa John’s
needs to find a way to gain a larger, more loyal following to rise above that average rank they
now sit in.
Papa John and Peyton Manning are the brand.
During our in-depth interviews, when asked what comes to mind when you think of Papa
John’s, the prevalent answers were “Papa John” and “Peyton Manning”. Then when asked
about recent advertisements, answers showed that no one has really seen any. These
findings tells us that what little image they have, it is only portrayed through 2 men. This is not
necessarily a problem, it simply
creates a limit on the (already
limited) kinds of consumers Papa
John’s can reach. Papa John’s
does an excellent job of reaching
the young, single male that needs
a meal during Monday Night
Football, but they miss out on the
opportunity to reach college girls
(who are known for loving pizza)
or busy young mothers who need
a quick meal to feed the family.

Pizza people are the right kind of people.
In our survey, we included a projective technique to see what people thought of themselves
and others who consume pizza. We found that the general opinion of pizza eaters was very
positive. The responses combined together create a person with few cares, a positive outlook
on life, a fun personality, and simply happy.
This is a desirable sort of person- the kind of person
that people will follow. Re-branding to relate more to
that person could invite a much larger audience to
switch to Papa John’s.
Delivery is key.
Our research also revealed how important an
efficient delivery service is for our target market. Our
interviewees all said a way to improve the experience
of Papa John’s is getting a faster delivery time. 75%
of survey respondents said they order delivery rather
than dining in or driving to a storefront, so this aspect of the pizza business is one where
a huge competitive advantage can be found. Positioning your restaurant as one known for
efficient delivery would greatly increase consumers from the target generation that is so fast
paced and eager for instant gratification.
Keeping up with technology is vital to success.
From the answers we were given in terms of Papa John’s current advertising techniques,
it has become increasingly obvious how
behind the company is with the times. The
only advertisements seen are the few on
TV, none are even mentioned from social
media, online presence, or applications on
smartphones. All of these things must be
employed to get Papa John’s on track to
smarter advertising.

THE PROBLEM
Through our research, we determined that there are 3 main problems facing Papa John’s:
Branding
Papa John’s is one of the most recognizable
and popular fast food pizza restaurants in
the United States, however, they seem to be
stuck in a creative rut so to speak. For the
past 5 or so years, Peyton Manning, along with
founder John Schnatter, has been the main
spokesperson for Papa John’s. For example,
many of the people who took our survey said
that when they think of Papa John’s, the first
thing that comes to mind is Peyton Manning,
which is good and bad for the brand. Although
Papa John’s is trying to have a familiar face
like Manning be the face of the brand, it shows
a lack of creativity and forward thinking. The
way that our world is today, companies are
always working on their advertising strategy
to keep up with the constant change. If Papa
John’swouldliketoexperiencefuturesuccess,
they must find a new spokesperson, one that
is more relevant to a greater number of people.
Ordering/Delivery experience
Through our research, we came to the
realization that customers felt like Papa John’s
needed to work on their delivery system, along
with making it easier for their customers to
order Papa John’s. The biggest complaint
out of the people we interviewed is that Papa
John’s delivery system is outdated and needs
to be worked on. Domino’s, arguably Papa
John’s biggest competitor, seems to have
gotten their delivery right, as they have a
system in place that allows their customers to
track every step of the pizza making process,
and know exactly when their pizza will arrive.
In this day and age, we live in an instant
gratification society. Consumers expect their
orders to arrive quickly and accurately, and
to be able to place these orders with as little
effort as possible. Papa John’s must provide
their customers with all the details regarding
their order, from beginning to completion, and
also should introduce new ordering options if
they want to keep pace with their competitors.
Food Options
Papa John’s is very limited in the food that they have on their menu, compared to the menus
of some of their biggest competitors. For example, earlier this summer, Domino’s introduced
a new line of salads to their menu. This was big for them because it showed how progressive
they’ve become, offering their classic pizzas while also having healthier options as well. Papa
John’s has not been as good at this, only just recently adding wings to their menu in response
to Pizza Hut’s wings, which have been a staple of their menu for a while. All this being said, if
Papa John’s expects to compete with their main competitors, they need to either be creative
and come up with new menu items of their own, or continue to keep up with the latest trends
and continue to be known as “average.”

CAMPAIGN OBJECTIVES
Marketing Objectives
• Increase sales by 8% in one year from 2015 sales of $2.56 billion to a goal of $2.76 billion
(IBISWorld US, Pizza Restaurants in the US, 2015).
• Increase market share by 1.8% in one year from current standing at 6.4% to a goal of 8.2%
to displace Little Caesar’s standing as the third largest market share in the pizza restaurant
industry (IBISWorld US, Pizza Restaurants in the US, 2015).
Communication Objectives
Increase brand preference by 10% in one year
• Our survey results yielded a result of 21.05% preference for Papa John’s, while Pizza Hut
and Domino’s have a preference of 33.33% and 31.58%, respectively. We want to increase
our target market’s preference for Papa John’s by at least 10%, bringing it to 31.05%.
Increase social media involvement by 100% on Facebook, Twitter & Instagram in 1 year
• Increase Facebook page likes to a goal of 8,763,822 from a current standing of 4,381,911,
compared to competitors Pizza Hut and Domino’s likes of 21,423,048 and 14,060,438,
respectively.
• Increase Twitter following from 440K to 880K, compared to Pizza Hut and Domino’s
following of over 1 million
• Increase Instagram followers from 139K to 278K, compared to Pizza Hut’s following of
894K and Domino’s following of 848K.
DAGMAR Chart

BRAND FUNNEL
Cognitive
• Increase awareness and knowledge of the brand through increased presence on social media
and print advertising
• Promote sponsorships with sports teams to gain awareness
• Introduce personal size pizza to reach college student market
Affective
• Increase brand association with better, quality ingredients
• Increase brand preference by promoting the quality of our product
• Create an interactive online delivery interface to enhance customer experience
Behavioral
• Increase trial and purchase of product through specialty promotions and coupons
• Emphasize member rewards program to increase brand loyalty

CREATIVE BRIEF
Why are you advertising?
• We are advertising to position Papa John’s as the best, most quality pizza restaurant
compared to all other options.
Who are you talking to?
• Adults of the ages 18 to 24, who frequently order pizza. They are mainly college students.
People order pizza based on loyalties, and we want to show our audience that Papa John’s
deserves their loyalty.
What do they currently think or know about the brand?
• Papa John’s is associated with quality ingredients and celebrity endorsements.
What would you like them to think or know about you?
• “I’d rather have a Papa John’s pizza than any other pizza.”
What is the single most persuasive idea you can convey?
• Every other pizza is not worth your money and loyalty.
Why should they believe what we say?
• Papa John’s uses the most quality ingredients and most quality advertising. They care
about their customers and want them to enjoy both their eating and ordering experiences.
WORKS CITED
Alvarez, A. (2015, November). Pizza Restaurants in the US. Retrieved September 14, 2016, from IBISWorld.

Part 6: Pitch Document // MKTG 347 Section 500
fresh paint

THE PROBLEM
In order to establish brand loyalty and increase revenue, Papa John’s needs to
focus on establishing their brand through utilizing new and existing spokespeople,
improving their online delivery experience through personalized tracking technology,
and transforming their menu options to attract new customers and retain loyal guests.
OBJECTIVES

Loyalty trumps all.
Our primary research revealed a very average ranking for Papa John’s in our target market. When
asked to rank Favorite Pizza Place, Papa John’s came in 3rd. Papa John’s needs to find a way to
gain a larger, more loyal following to rise above that average rank they now sit in.
Pizza people are the right kind of people.
In our survey we included a projective technique to see what people thought of themselves and
others who consume pizza - we found that the general opinion of pizza eaters was very positive.
The responses combined together create a person with few cares, a positive outlook on life, a
fun personality, and simply happy. This is a desirable sort of person - the kind that people will
follow. Rebranding to relate more to that person could invite a much larger audience to switch
to Papa John’s.
Papa John and Peyton are the brand.
During our in-depth interviews, when asked what comes to mind when you think of Papa
John’s, the prevalent answers were “Papa John” and “Peyton Manning”. This is not necessarily
a problem, it simply creates a limit on the (already limited) kinds of consumers Papa John’s can
reach. Papa John’s does an excellent job of reaching the young, single male that needs a meal
during Monday Night Football, but they miss out on the opportunity to reach college girls (who
are known for loving pizza) or busy young mothers who need a quick meal to feed the family.
Delivery is key.
75% of survey respondents said they order delivery rather than dining in or driving to a storefront,
so this aspect of the pizza business is one where a huge competitive advantage can be found.
Positioning your restaurant as one known for efficient delivery would greatly increase consumers
from the target generation that is so fast paced and eager for instant gratification.
Keeping up with technology is key to survival.
From the answers we were given in terms of Papa John’s current advertising techniques, it
has become increasingly obvious how behind the most popular technology trends. Papa John’s
needs to focus on boosting their social media presence by creating buzz to gain followers and
likes.

Idea #1: “Peyton Manning in College” Commercial
Our commercial, starring football star Peyton Manning, displays the beauty of a pizza during a late
night of studying in college. The pizza breaks the student out of the mundane, providing a release to a
more positive and happy adventure. Several people demonstrate activities that college students enjoy,
and the entire mood is affected by upbeat music, community, and Papa John’s Pizza.
How does this idea reach the target market?
Sticking with the theme, a commercial with Peyton Manning acting as a college student will further
solidify our goal of making Papa John’s into the go-to pizza preference for all college students. Papa
John’s has traditionally played it safe, sticking to the comfortable safety zone. However, if Papa John’s
hopes to surpass competitors such as Domino’s and Pizza Hut, they must extend their reach within the
college student market. As a result of this specific commercial campaign, Papa John’s will experience
not only an increase in sales, but also an increase in brand loyalty.
How does this idea accomplish campaign objectives?
Our campaign hopes to increase sales to $2.76 billion and market share to a goal of 8.2%. We also
are striving to increase brand preference to 31.05% and social media involvement by 100%. This cam-
paign ideas will increase not only sales, but also brand awareness and preference. The commercial
will encourage college students to order pizza during long nights of studying. The commercial targets
not only our specific audience of 18-24 year old college students, but also the general population of TV
watchers. The advertisement will run during a strategic time period: throughout the first semester of
the school year, in order to capture the attention of hardworking college students.
Idea #2: Social Media Contest: Win a College Concert
A social media post geared specifically for college students is just what Papa John’s needs. Not only
will this social media post increase Papa John’s social media presence, but it will also increase sales
exponentially while improving brand loyalty and providing an exciting and positive experience for college
students via a free concert.
How does this idea reach the target market?
Historically, Papa John’s marketing strategy has been focused mainly on families and football. While
these are two substantial market areas, Papa John’s would experience tremendous sales increases by
moving their marketing focus to a younger audience such as college students. Accordingly, our social
media contest involves college campuses across the nation. By creating a social media contest in which
college students compete to win a free concert at their university, Papa John’s will build tremendous
brand loyalty amongst students.
How does this idea accomplish campaign objectives?
Our campaign hopes to increase Papa John’s sales to $2.76 billion. We also desire to increase market
share to a goal of 8.2%. Most importantly, we are striving to increase brand preference to 31.05% and
social media involvement by 100%. This specific social media post will spark the interest of thousands
of college students. The social media post will foster positive association with Papa John’s and will
exponentially increase sales in an effort to win a free concert. This post targets our specific audience
of 18-24 year old college students. The advertisement will run during strategic time periods: during the
week following an important college football game, specifically from October 22nd to October 29th.

BRAINSTORMING
45. Writing on the pizza box,
engagement, prom, etc.
46. Texting program deals
47. More branded social media
for better ingredients
48. Back to farming better
ingredients
49. highlight the farmers’ stories
videos and picture campaign
50. Welcome to Papa John’s
football hype video
51. #welcometoPapaJohns
52. Game day discounts
53. “This is papa Johns”
54. “We are Papa’s”
55. Papa’s house
56. Instagram contest for
college students
57. Papa John’s recipe book
58. Papa John book signing
events
59. Peyton Manning visit college
campuses
60. Each topping relates to
a football team, order that
pizza topping to support
your team
61. Premium rewards members
subscription service
unlimited pizza
62. The best pizza for the best
[sports] performance
63. Don’t let your team down
(tailgating commercial)
64. Support Boys and Girls club/
similar charity
65. A campaign to target busy college
students with coupons and delivery
deals
66. Start a “papa john’s kind of
Thursday” campaign
67. Start a “papa john’s your way”
campaign with blank boxes and
they can send in illustrations on the
boxes
68. Don’t let your team down instagram
campaign -- university with most
orders through campus-specific
codes wins a concert
69. Peyton drives carpool with pizza
commercial to target “soccer
moms”
70. Twitter video contest
71. Vine video contest
72. Youtube video contest
73. Best Papa John’s commercial
contest
74. Pizza Look-alike contest (How
much do you look like your pizza?)
75. Draw our new mascot contest
1. Lunch campaign
2. Food trucks downtown and on
college campuses
3. Social media to follow trucks
4. Papa John’s food truck app
5. Pizza party truck
6. Fastest delivery
7. Tracking system online
8. Gift commercial
9. “treat yo self”
10. sponsors/sports stadium
partnerships
11. Women targeting campaign
12. Powderpuff
13. peyton manning gossiping with
moms commercial
14. Peyton Manning in yoga class
commercial
15. Girl athlete sponsor
16. simone biles sponsor
17. Mobile app advertisements
18. new app name-who’s your papa
19. Papa tracker
20. Rewards program
21. Price matching
22. Peyton Manning with college
students commercial
23. Austin football team wins, everyone
gets Papa John’s (all college
teams/football market)
24. Food videos/ making of pizza
facebook tasty videos
25. bobby flay/chef sponsor
26. food network partnership
27. Sponsor food network challenge-r
each more women
28. Instagram your food partner with
drink for contest
29. Papa John’s and Pop
30. Pizza look alike contest
31. Healthier pizza/ giving to family
and kids
32. Salads and other healthier options
33. Make up new flavor contest/
consumer generated content
34. Premium line of pizzas
35. Gluten free dough
36. Personal pizzas for kids
college students
37. “Papa John’s Pocket Pizza”
38. Pizza bites in grocery stores
(frozen pizza aisle)
39. Signature pasta
40. Dessert pizza, bite sized to
stand out from competitors
41. Gourmet dessert pizza
42. Come in with your Papa and
get 10% off-reaching families
43. Game day peyton jersey
discount
44. Peyton in soccer Mom car
76. Test the quality of the ingredients
against other competing brands
77. Write a children’s book about Papa
John and his pizza to appeal to
children
78. “Babysitter chronicles”
commercial- kids eat pizza
79. Papa John’s build a pizza castle
contest
80. Spice up your pizza cooking
contest using papa john’s pizza
81. Pizza selfie contest
82. #mypapajohns twitter and
instagram hashtag
83. #thisispapashouse twitter and
instagram hashtag
84. How to make a pizza contest
85. Elect your Papa John’s pizza
(“POTUS” = pizza of the united
states)
86. Peyton Manning how to make a
pizza video
87. Peyton Manning bringing pizza to
an elementary school party
88. Paint your pizza contest
89. “My favorite pizza toppings”
submission contest
90. “How I eat Papa John’s” photo
contest
91. Create a mama john’s character to
appeal to women
92. Have a Q/A commercial with papa
johns fans
93. Papa john’s photo booths
94. Papa john’s “vending machines”
95. Papa john’s easy bake ovens for
kids to make their own pizzas
96. Create a whole papa john’s family
to appeal to families
97. Create a funny papa john’s music
video and share it on facebook
98. Create a facebook video series for
fans to keep up with
99. Papa john’s brand sponsored pizza
ovens
100. Papa john’s promotions on football
turf

Part 7: The Big Idea & Creative Plan // MKTG 347 Section 500
fresh paint

THE BIG IDEA: CONCEPT & THEME
The “Better Living” campaign is designed to depict what life could be as a Papa John’s pizza lover. It
combines our “Peyton Manning in College” and “Win a College Concert” idea pitches. Our goal is to
incentivize people to buy pizzas through relatable & humorous ads that depict Papa John’s as the most
desirable pizza brand, while also tying in the concert contest that will increase college student brand
awareness.
Picture This
Our campaign, featuring Super Bowl athlete and famous Papa John’s spokesman Peyton Manning,
aims to bring about thoughts of Papa John’s whenever a consumer is looking for a quick, delicious, and
nutritious meal as well as a fun time. Each ad will feature a different tagline that fills in the first part of
Papa John’s classic “better pizza” slogan.
We have crafted many scenarios for advertisements in which Peyton Manning, your average Joe, is
experiencing life to the fullest alongside his delicious Papa John’s pizza. The scenarios can be translated
between social media, TV commercials, and print advertising.
Commercials
Commericials will show relevant and humorous content & can be aired year-round instead of by semester.
A commercial showing college students cramming for a test while enjoying eachother’s company and
their delicious Papa John’s pizza would end with the tagline: “Better all-nighters, Better Pizza. Papa
John’s.” Because of the advertisements’ continuous theme of “better” things, the campaign is called the
“Better Living Campaign.”
Another commerical scenario to tie in our “win a concert” sales incentive could be: Peyton Manning
standing front row at the concert of a lifetime with his fellow college friends. Between sets, Peyton pulls
out his phone, uses the new Papa John’s app, and orders a hot pepperoni pizza. The pizza is there within
minutes, and Peyton lives it up at the concert with a full stomach while the pizza box is seen crowd
surfing through the giant crowd of adoring fans. The commercial would inform about the contest, and
the tagline at the end would read: “Better , Better Pizza. Papa John’s.” This commericial will tie the brand
to college students by incorporating Peyton Manning and also show off the concept of a sleek new app
interface.
Social Media & Print Advertising
Social media posts will target college students with fun and interesting posts that relate to their interests.
We will primarily use social media to promote our “Win a College Concert” pizza sales contest, using
Peyton Manning as our primary spokesperson to draw in more attention. He will still be depicted as a
college student to make the ads more humorous and relatable. The combination of these two factors
should incentivize college students to buy as many Papa John’s pizzas as possible so they can win the
concert for their school. After the concert contest has passed, social media & print ads’ focus will shift to
using the “Better Living” taglines in relevant, humorous, and fun situations to continue to draw in college
students.
A simple idea to reach college students through print advertising was to create posters for the interior of
university public transportation as well as “bus tags” that can hang from the support frame overhead.
Papa John’s “Better Living” Campaign

The executives in our meeting were all in
agreement that we should marry both of these
ideas into one campaign with an overarching
theme that pulls them together. They loved the
ideaofPeytonManningasacollegestudent,sowe
decided to expand on the humorous appeal of the
commercial. They also mentioned that we needed
to have a short, catchy tagline for commercials.
After brainstorming, the “Better Living” campaign
was born.
Onthetopicofthesocialmediaconcertcontest,we
were advised to use Manning as a spokesperson
(and special appearance) for the concert contest
to draw in interest.We are now using this in our
commericials.
Becausebiggerschoolswouldhavetheadvantage
in ordering more pizzas, the executives suggested
allowing anyone who makes an order to choose
which school they want the concert to go to. This
allows alumni and other fans to contribute to the
contest without being current students at the
school.
We were advised that we should not limit the time
frame of our campaign to a specific sports season
or semester because we need to think more in the
long run. The commercial can run year round, and
ultimately, we can make variations that build on
this idea of Peyton Manning as a college student
in future advertising.
FEEDBACK & JUSTIFICATION
Applied Feedback
Combine the Idea Pitches
Entice unreached markets
Extend reach and variation
After brainstorming and taking this feedback
into consideration, we came up with our
final campaign idea and creative strategy. It
combines our commercial and social media
contest while fully integrating the ideas from
our executive meeting.
Papa John’s current phone application is sub-par,
and the executives suggested that we propose a
simplified, more user-friendly app interface in our
new campaign to help stores keep up with the
social media concert contest.
Create New APP-eal
The purpose for creating such a versatile tagline theme throughout all advertisements is to allow for relevent
shifts in target audience and sales goals that are bound to happen in the future. During football season,
for example, the tagline could read “Better Tailgates, Better Pizza. Papa John’s” to interest football fans.
Using the common thread of these “better” taglines, all channels of advertising can communicate to
different markets, while still holding true to Papa John’s new “Better Living” identity.
In addition to capitalizing on the face of our brand (Peyton) through this campaign, we will also respond
to some our other key findings. We found that “Pizza people are the right kind of people”, and believe this
strategy will really drive that idea home with people, allowing them to become a “pizza person”. We also
found that loyalty is a key ingredient in the pizza business, and Papa John’s sat at an average rank, so
this campaign aims to push our brand to the #1 choice that comes to mind when ordering pizza. We are
very excited about our campaign goals as well as the ability to create commercials that target our most
desired audience of college students. The Better Life Campaign will associate Papa John’s with a better
life. Who doesn’t want that?
Justification & Research Insights
Apply it

Better Ingredients.
Better Living.
with Papa John and Peyton
This could be you... if you order
a Papa John’s pizza.
#BetterLiving
Better Living.
Better Pizza.
CREATIVE EXECUTIONS
Print Ads
Bus Hang-Tags
Bus Posters
This could be you... if you
order a Papa John’s pizza.
#PapaJohnsBetterLiving
Better Ingredients.
Better Living.
Better Living.
Better Pizza.

Social Media Post
For the next two weeks, when you buy a pizza from us, choose your favorite school to
bring a concert to their campus! Whoever buys the most pizzas wins this experience
with @PeytonManning! #BetterLivingConcert #PapaJohnsBetterLiving

Part 8: The Media Plan // MKTG 347 Section 500
fresh paint

Hulu/Amazon Prime/HBO Advertising
As of March 2015, 2 in 5 household subscribed to some kind of video streaming service and that
number is only increasing (Nielsen, 2015). The rise in popularity of these kinds of services has
opened up a whole new range of opportunities for marketers to reach audiences (literally) by the
millions. In this particular kind of outlet, we are aware that consumers are easily irritated when
their show is interrupted for a commercial break. Therefore these will either be quick, shortened
versions of our TV ads, highlighting only the most exciting/relevant information, or they will
introduce different, innovative clips that relate specifically to the college student. One example
will show Peyton himself lounging around streaming a show, then as soon as a commercial break
comes he sees one for Papa John’s, which causes an immediate craving. He orders himself a
pizza and by the next break he has a delicious distraction to keep him company during the rest of
his show. Advertisements like this will be sent out using a continuous plan in the hope that they
will constantly set off mental
cues in consumers minds,
enticing them to order a Papa
John’s pizza.
TRANSLATION OF MEDIA
Introduction
In our “Better Living” Campaign, we will implement an assortment of traditional and non-traditional
elements to most effectively reach and align to our target market (18-24 year olds). We intend to set
Papa John’s up as a delicious meal choice that brings about a fun atmosphere and a desired lifestyle.
Each of these outlets will have the same central makeup, design and theme to maintain consistency
throughout the entire campaign.
Traditional: We will create traditional print ads for the primary use of transportative (bus) advertising and
engage in a national television campaign to show off what we think“Better Living” looks like.
Non-Traditional: In keeping up with the times, the non-traditional outlets we chose include social media
posts as well as short video advertisements during commercials of outlets such as Hulu and/or Youtube,
which college students frequent.
JUSTIFICATION OF MEDIA CHOICES

Social Media Posts
Social media captivates the attention of college-aged students like no other platform. Students
spend hours upon hours gazing at their smartphones, wrapped up in the latest social media
trends. Thus, we are excited about this opportunity to reach our target audience in their natural
habitat. We will focus on Instagram, Facebook, and Twitter. Using sponsored posts will allow us
to gain credibility, awareness, and acknowledgement. We plan on using similar content for all
three platforms. We will post pictures featuring Peyton Manning, Papa John, college students,
college activities, clever captions, as well as a hashtag boasting of #BetterLiving.
Sponsored posts allow for the poster to be selective as to the audience. We plan to restrict our
audience to the exact target market of college students. This eliminates extra costs and waste,
and also extends our effective reach.
For the next two weeks, when you buy a pizza from us, choose
your favorite school to bring a concert to their campus! Whoever
buys the most pizzas wins this experience with @PeytonManning!
#BetterLivingConcert #PapaJohnsBetterLiving
Our #BetterLiving Campaign is here! Buy a pizza on our app
& select a school to win our kick off concert with @Peyton-
Manning!

Better Ingredients.
Better Living.
This could be you... if you order
a Papa John’s pizza.
#BetterLiving
This could be you... if you
order a Papa John’s pizza.
#PapaJohnsBetterLiving
Transportation Advertising
We will install print ads in the form of bus banners on college campuses. These will feature Papa John
and Peyton Manning smiling together with our campaign slogan, “Better Life,” in bold font. These ads are
intended to repeatedly attract the attention of college students as they travel to and from class, forcing
Papa John’s to the top of their mind when choosing what to eat.
In addition to bus banners, we will create bus tags that will depict Peyton Manning in different college
scenes, such as a concert or a party, gulping down pizza. These lighthearted print ads ask the rhetorical
question: “Wish this was you? Be part of Papa John’s Better Life with Peyton!” We hope these small
scenes will be a reminder as well as a way to associate our brand with positive, relatable images and
overall good times. Both of these methods will be commissioned using a pulsing plan, as they will be most
effective from August - early December and late January - May, when the largest volume of students are
in school. However, they still have a chance to be effective during Winter and Summer semesters and
should remain available at a lower rate.
Better Ingredients.
Better Living.
Better Living.
Better Pizza.

National TV Commercial
Television holds a monopoly over advertising, despite the rise of new media and new strategies
and techniques. Television commercials capture the attention of people of all ages, races, and
socioeconomic classes across the globe. This campaign will last for a full year, and therefore we
will employ a continuous advertising plan. We will reach our target audience of college students
by running our commercial during late night television shows, primarily from 9pm-12am. For
example, we will focus on stations such as ABC, CW, ESPN, and FOX in order to maximize our
effective reach and frequency.
Opening Scene: Peyton Manning is sitting in the library, studying textbooks such as Quantum
Mechanics for Dummies and Aerospace Engineering 101. He is very obviously stressed. His
headphones are in, his foot is tapping, his eyes are wide and alarmed. All students relate to this
scenario.
Middle Scene: A girl enters the library carrying a box of Papa John’s pizza. She looks happy and
light-hearted. She begins to walk towards Peyton, and the audience assumes she’s bringing
the pizza to him. Suddenly, she takes a sharp turn into a room in which students are listening to
music, playing ping pong, lounging in recliners, simply hanging out.
Closing Scene: Peyton looks longingly at the room, contemplating if a slice of hot pizza is worth
it. Finally, he throws down his pencil, takes out his headphones, and walks confidently into the
room. He joins in on the fun for a brief hiatus from the craziness of the college life. The ending
shot displays our campaign slogan, with Peyton Manning voicing “Better Ingredients, Better
Living. Papa Johns.”
Better All Nighters,
Better Pizza.
P. Manning as a college student A girl enters library with pizza. The girl makes an unexpected
turn & brings the pizza into a
room.
The room is full of lively college
students doing various activities
that any college student could
relate to.
Peyton becomes friends with his
fellow college peers, and they all
enjoy the pizza together!

MEDIA PLAN DETAILS
National TV Commercial
College students enjoy late night TV as well as reality TV shows. Playing our commercial on
selective channels will allow us to maximize our reach while maintaining a healthy frequency.
• Estimated Impressions: 20,000,000
Social Media Posts
Our target market utilizes social media on a daily basis. These numbers are based on the current
amount of followers Papa John’s has on each of its social media platforms, as well as an expected
influx in followers within the year of the campaign.
• Instagram: 165,000
• Facebook: 5,000,000
• Twitter: 500,000
Hulu/Amazon Prime/HBO Advertising
Video streaming websites are already a huge part of college students (and millions of other age
groups) entertainment and their popularity is only growing through the years. We will selectively
play our commercials during shows that students are most drawn to to expand our reach most
effectively.
• Hulu: 9,000,000
• Amazon Prime: 54,000,000
• HBO: 131,000,000
Transportation Advertising
These ads will appear in nearly every school transportation bus at the 50 largest Universities
in the US. These numbers are an average estimate per year based on the information found on
Texas A&M’s transportation website.
• Impressions Per Campus: 7,500,000
Total Impressions: 444,665,000
MEDIA PLANS
Television Commercial: Continuous
Social Media: Continuous
Hulu/Amazon Prime/HBO: Continuous
Transportation: Pulsing
Estimates of Total Impressions and Cost per Impression

Media Budget Justification
As a large corporation, Papa John’s has ample funds to invest in advertising. In 2014, Papa John’s
spent $187.2 million on advertising in the U.S., continuing a trend of increasing spending (Papa John’s
International advertising spending, 2016). This year, determined through in-depth research into our
desired communication channels, we have allocated an estimated budget of $77,710,000 from total
advertising expenditures for our campaign.
Our “Better Living” Campaign commercial will be running through two channels: broadcast television and
online streaming sites. According to our research, one 30 second television spot during prime time
broadcasting will cost approximately $112,000 (What it Costs, 2015). We plan on running this commercial
3 times per week on 4 major stations continuously for a year, giving us a final estimation of $70,000,000
budgeted for television. In-stream advertisements on Hulu cost $35 per thousand impressions (What
it Costs, 2015) and pre-roll advertisements on YouTube cost $7.60 per thousand views (Kaufman,
2014). Therefore, in order to reach over 50,000,000 impressions on each platform, including reach and
frequency, we will budget $1,750,000 for Hulu and $400,000 for Amazon Prime, resulting in a total budget
of $2,150,000 for online streaming commercials.
The “Better Living” Campaign print and digital image media portion will be distributed using social media
and transit advertising. Our campaign has a heavy focus on expanding our social media presence in order
to effectively reach our target market. In order to reach our goal of doubling the amount of followers and
likes on Twitter, Facebook and Instagram, we will be sponsoring advertisements on each platform. Our
research shows that sponsored advertisements on Twitter, Facebook, and Instagram cost $2.00, $0.27
(The Average Social Media Marketing Price in 2016, 2016), and $0.44 per click, respectively (Giustino,
2015). By doubling the number of current followers on each site and multiplying by their respective cost,
then rounding up, we have allocated $1,760,000 to Twitter, $2,400,000 to Facebook, and $200,000 to
Instagram, giving us a grand total of $4,360,000 out of the overall budget to go towards advertisements
on social media. Furthermore, our transit advertising plan consists of bus and train interior banner and
tag advertisements costing an average of $100 per ad for a 4 week period (Bus Advertising, 2016). If
we purchase an ad space in 20 mass transit vehicles in 50 cities for 12 months, that gives us a media
budget of $1,200,000 for transit ads in buses and trains.
MEDIA BUDGET
$70,000,000 : Television Ads
$2,150,000 : Online Streaming Ads (Hulu, HBO, AmazonPrime)
$4,360,000 : Sponsored Social Media Posts
$1,200,000 : Transit (Bus Banners/Hang Tags)
$77,710,000 : Total “Better Living” Campaign Media Budget

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WORKS CITED

Our original marketing and communication objectives target 18-24 year olds and focus on increasing
sales, market share, brand preference and social media involvement. The “Better Living” Campaign was
formatted with these specific goals in mind and will directly help to accomplish these objectives. Our
emphasis on social media in this campaign with the concert contest will boost the amount of followers
we have on Facebook, Twitter, and Instagram, thereby increasing awareness and brand preference.
Similarly, our advertising through online streaming sites will help to reach this desired target market
frequently. The “Peyton Manning in College” commercial is designed to relate to our target audience
and increase their preference for Papa John’s pizza. Consequently, the increased brand preference and
awareness from the commercial and concert contest will expand sales and market share exponentially.
With all of the time, money and effort invested in this campaign, we will have to find a way to measure
the effectiveness of our new advertisements. Seeing that Papa John’s social media presence is a big
emphasis of the campaign, we will be able to measure our progress by means of followers gained across
all platforms, as well as what our fans have to say about us. Moreover, we will use a DAGMAR marketing
approach to measure the results of our advertising campaign. This will help us to gauge the voice of
our customers, which will be very crucial in measuring the progress of the campaign. If our customers
are not receptive to our new ideas for the brand, then the campaign will have been all for naught. We
will want to measure the amount of views our commercial with Peyton Manning receives, and hopefully
with our continuous strategy we will achieve effective reach with our audience. When all's said and done,
Papa John's’ main objective is to generate more sales, increase customer loyalty, all the while becoming
the number one fast food pizza restaurant. Although immediate results would be preferred, Papa John’s
will have to wait and see how the customers respond to the campaign before deeming it a success or
failure.
CAMPAIGN EVALUATION

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