1. Presentation Plan: When Pigs Fly
Company:
When Pigs Fly is a bakery that was started in Maine more than 20 years ago. They
specialize in bread, which is made in Maine, and have more than 5 stores located throughout
New England and also sell their bread directly to grocery stores in the area. Recently, they have
opened a pizzeria in Kittery that is attached to their store.
Problem:
After we met with the owners we separated the two operations, bakery and pizzeria, and
decided to concentrate our focus on the marketing problems of the pizzeria. Their biggest
problem was that they don’t use marketing. In the past, they have had some commercials and ads
in papers, but most of their marketing came from word of mouth and PR (they were on Phantom
Gourmet). The pizzeria isn’t your ordinary pizzeria. It is unique in every sense ranging from the
interior, to the food and beverages. It truly has something for everyone. One of the problems
was that a lot of people our age, and in the area, are unaware of the restaurant.
Solution:
We came to the conclusion that the use of social media could help them bring more brand
awareness to the students at UNH and also the greater community in the Durham area. With our
current generation’s presence on social media, and the growing presence of older generations, we
feel like this would be the most efficient and cost effective way to reach our consumers.
Currently, they do have some social media accounts, but most of them are not updated regularly.
Their Facebook account is the flagship account that is updated fairly regularly with pictures and
updates on events. We suggest that they continue to keep this trend going and try to increase

2. their followers. They have a Twitter account that has never been used. This is a huge opportunity
for them to reach our generation constantly. They can tweet out some of the obvious things like
specials of the day, beers on tap, and upcoming events. They can also come up with more
creative ideas like employees tweeting out their favorite items on the menu. An additional idea
would be that they can send out good combinations of food and alcohol for people to try when
they come in. When Pigs Fly could to create a local student day and promote a discount to all
students, specifically with UNH in mind, who come in that night and show a student ID. For
random tweets they can put out interesting, fun facts about the company.
Another form of social media they can take advantage of would be Instagram. Right now
they currently don’t have an account but we have come up with a list of things they could do if
they were to decide to create one. Some of the posts could include the basic things like pictures
of their food, including some of the more unique items on the menu and not just the pizza. They
can show case the one of the kind environment that they have with handmade tables and chairs.
With a one of a kind bar Instagram would be a great form of media to showcase this along with
their unique beer and wine selection that separates them from their competitors. With this
amazing bar it is the focus point of many of their events such as “beer school” which can be
promoted on their Instagram account. Finally to reach the immediate community they can post
pictures of any lost sports teams, little league or rec soccer teams etc., that they support.
One final form of media that we haven’t discussed would be video promotion. The restaurant
currently has a YouTube channel, but they do not use it regularly. They only post that they have
on it is the episode of Phantom Gourmet that they were featured on. They can utilize this media
to show the views of weekly specials and provide small insight into how they make their food

3. and what makes it better than their competitors. They can also film some highlights of their
events and create video to show the atmosphere and environment of the events.
For this plan to be accomplished the accounts need to be updated constantly. For this to
happen they are going to need to hire someone to manage the accounts. This could mean that
they hire someone from outside the organization to run the social media or they could pass the
additional responsibilities on to one of their current workers.
Presentation:
For the day of the presentation we will present our findings and suggestions to the panel.
We will have our poster and banner to promote the company and give the visitors a little more
insight into them. We also will have bread and pretzel samples for people to taste so they can see
the quality of their products. In order to take a sample, proof of a When Pigs Fly Facebook ‘like’
must be shown. We have received some merchandise that was provided by the company that we
will give away to some lucky winners either through a raffle or some interactive game. Finally,
we created a little trivia game about the company. We hope to ask the questions to some of the
various visitors to inform them a little more about the company.