Final Presentation Brittney P. Marshall Papa John’s  “ Raving Fans ”  Campaign
<ul><li>Current Challenges </li></ul><ul><li>Absence of ongoing B2C interaction and promotional offers on Facebook. </li><...
Introduce Papa Johns  “Raving Fans”  Campaign <ul><li>Objective: Utilize Social Media </li></ul><ul><li>To increase brand ...
<ul><li>Pandora  station </li></ul><ul><li>Micro-site  with  blog </li></ul><ul><li>“ Raving Fans”  Facebook  Contest   </...
“ Raving Fans”  Social Media Ingredients <ul><li>Pandora Customized Papa John’s “Raving Fans” Pandora Station, advertising...
<ul><li>“ Raving Fans” Facebook contest </li></ul><ul><li>Upload videos to enter contest </li></ul><ul><li>Every Sunday le...
“ Raving Fans”  Social Media Ingredients <ul><li>Micro-site -  RavingFans.com </li></ul><ul><li>&quot;Raving Fans” blog </...
<ul><li>Raving Fans Check-in Sweepstakes </li></ul>“ Raving Fans”  Social Media Ingredients Keywords: Football, SuperBowl,...
Papa Johns  “Raving Fans”  Time Frame & Budget <ul><li>Pandora - Ongoing Pandora Station, paid advertisements </li></ul><u...
Metrics of Success =  Fans Are Raving! <ul><li>Pandora - Measure click through to Micro-site from Pandora </li></ul><ul><l...
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Papa johns raving fans campaign

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  • To create superior brand loyalty, i.e. &amp;quot; raving fans &amp;quot; through (a) authentic, superior-quality products (b ) legendary customer service and exceptional community service
  • Papa johns raving fans campaign

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

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