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- 1. P R P R E S E N TAT I O N BONE’S PIZZA AND RESTAURANT Blayre Bell Chloe Joyce Dave Thach Mica Ingram KineticPR
- 2. ORGANIZATION BACKGROUND • Casual dining pizza eatery opening July 2015 • Failed predecessor was Uncle Joe’s Pizza • Turnover rate at location is 1-2 years • Aim to break the stigma of high priced food • Pride themselves on fresh ingredients • Opened Bones Twisted Sister in 2016
- 3. WHAT CAN KINETIC PR DO? • Pinpoint the barrier between business and customers • Build relationships with local community, university, and area businesses • Rebrand for success • Create expectation of positive customer experience • Craft a media kit as a promotional PR tool
- 4. BONE’S DILEMMA Challenges • Lack of presence • Insufficient sales • Close knit community Strategies • Create awareness, increasing revenue • Deliver consistent quality food
- 5. MATRIX Should Influence Must Influence Unlikely to Influence: Likely to Influence: Junior/Senior On-Campus Students Off-Campus Students Local Established Families Local Office Employees Local Manufacturing Employees Finances directed to advertising fund Local young families Male Freshman/Sophomore On-Campus Students Female Freshman/Sophomore On-Campus Students Area businesses • Not worth changing old perception of location to current students • Focus on targeting incoming students (freshmen) • Offer big discounts to companies/ groups who order in bulk.
- 6. ISPR Identify Student Staff Local Business Kutztown Community Segmentation Student: All undergrads Gender On/Off Campus Variety of Majors Variety of Ethnicities Staff: Employees of Bone’s Gender Age Difference Local Business: Businesses within ten mile radius Type of Business Age differences Kutztown Community: Local residents within five mile radius of Bone’s Pizza and Restaurant Prioritization 1. Freshmen, Sophomores, Juniors, and Seniors 2. Male/Female Students 3. Variety of Majors 4. On/Off Campus 5. Student Families 6. Employees 7. Male/Female Employees 8. Types of Business 9. Local Families 10. Young Families 11. Established Families Ranking 1. Local Established Families 1. Manufacturing Employees 1. Male Freshman On-Campus Students 1. Female Freshman On-Campus Students 1. KU Employees 1. Local Young Families 1. Junior/Senior On-Campus Students 1. Off-Campus Students 1. Finances directed to advertising fund • Target Focus = Students & Community • On campus & off campus students & residents
- 7. SWOT Helpful to Achieving Goal Harmful to Achieving Goal Internal Origin Attributes of the Organization Strengths: ● Convenient downtown location with off- street parking near campus ● Renovated to improve image ● Appeal to a wide target group with an average income ● Range of entrees and frozen yogurt shop ● Low food costs ● Free delivery Weaknesses: ● Lack of community awareness ● Lack of presence ● Taint of failed location ● Small marketing budget with limited public relations ● Competitors can offer similar products quickly ● Limited cost flexibility External Origin Attributes Opportunities: ● Increase presence ● Increase in the awareness of take-out delivery ● Increase awareness of healthy menu items ● Expand to online food ordering ● Development of franchise Threats: ● Shifts in preference away from processed food ● Increase in competitive food outlets on campus and other pizza shops leading to smaller market share ● Economic recession affects discretionary dollars leading to customers eating at home
- 8. SWOT CONTINUED • Utilization of corner location for attention • Gain exposure by participating in Kutztown events • Offering healthy food options • External economic factors affect business • Employ coupons and promotions to increase patronage
- 9. GOSTE PLAN STUDENTS Objective 1: Increase student customer base by 50% by fall 2016 Strategy 1.1: Participate in student activities for brand awareness Tactic 1.1.1: Station Bone’s ambassador at school fairs to distribute food samples Tactic 1.1.2: Foster relationships with organizations/clubs to offer bulk discount Evaluative Tactic 1.1.1.1: Tracking coupon usage, bulk buying, and ID use by students Strategy 1.2: Design a loyalty program. Tactic 1.2.1: Order ten pizzas get a free pizza or T-shirt Tactic 1.2.2: Refer a friend to the Loyalty Program for free French fries Evaluative Tactic 1.2.1.2: Track social media hits and Loyalty Program purchases Strategy 1.3: Utilize space for entertainment Tactic 1.3.1: Offer clubs meeting at Bone’s a bulk discount Tactic 1.3.2: Provide open-mic nights, bands, musicians, or movie night Evaluative Tactic 1.3.1.1: Track student participation
- 10. GOSTE PLAN STAFF Objective 2: Utilize Staff to increase profits 50% by fall 2016 Strategy 2.1: Encourage employees to grow customer base Tactic 2.1.1: Provide incentives to employees for referrals Tactic 2.1.2: Recommend e-mail subscriptions for updates Evaluative Tactic 2.1.1.1: Track bonuses and coupon usage Strategy 2.2: Create Positive Customer Experiences Tactic 2.2.1: Train employees in politeness and sensitivity Tactic 2.2.2: Cross-train employees for consistency Evaluative Tactic 2.2.1.1: Survey customers for employee behavior Strategy 2.3: Ensure Repeat Business Tactic 2.3.1: Poll employee’s friends and family on food Tactic 2.3.2: Offer return visit coupon Evaluative Tactic 2.3.1.1: Track coupons
- 11. GOSTE PLAN AREA BUSINESSES Objective 3: Improve local business patronage 40% by fall 2016 Strategy 3.1: Reach out to businesses through various media channels Tactic 3.1.1: Using social media for reciprocated likes and shares of events Tactic 3.1.2: Place article in the Kutztown-area Patriot Evaluative Tactic 3.1.1.1: Monitor social media tags/ mentions Strategy 3.2: Improve relationships with organizations within 10 mile radius Tactic 3.2.1: Plan fundraisers and events for local non-profit organizations Tactic 3.2.2: Have ambassador attend events Evaluative Tactic 3.2.1.1: Measure success with survey Strategy 3.3: offer discounts for employees of local businesses Tactic 3.3.1: Local employees can present identification for discount Tactic 3.3.2: Offer a loyalty card: ten visits earns a free pizza Evaluative Tactic 3.3.1.1: Monitor loyalty by use
- 12. GOSTE PLAN KUTZTOWN COMMUNITY Objective 4: Increase sales within local community 60% by fall 2016 Strategy 4.1: Create a brand campaign to increase positive awareness Tactic 4.1.1: Revamp website for user ease with online ordering Tactic 4.3.2: Create hashtag #ilovebonespizza, tags earn chance to win a weekly pizza Evaluative Tactic 4.1.1.1: Poll students, businesses, and local families for impressions Strategy 4.2: Build effective relationships with office employees Tactic 4.2.1: Personal visit with a free sample Tactic 4.2.2: Flyer with discount coupon for future purchase Evaluative Tactic 4.2.1.1: Call businesses that have purchased and ask for feedback Strategy 4.3: Increase in-store traffic creating new and repeat business Tactic 4.3.1: Begin anniversary campaign with pizza sweatshirt contest for April Tactic 4.3.2: Offer specials that are only available for dining-in Evaluative Tactic 4.3.1.1: Track in-store special sales
- 13. BUDGET OBJECTIVE 1: STUDENTS Objective for student market: Increase student customer base 50% by Fall 2016 • Strategy 1: Participate in student activities for brand awareness • Strategy 2: Design a loyalty Program • Strategy 3: Utilize unused restaurant space for entertainment Budget Strategy 1 $100.00 Strategy 2 $0.00 Strategy 3 $50.00 Total $150.00
- 14. BUDGET OBJECTIVE 2: STAFF Objective for staff market: Utilize staff to increase sales %50 by Fall 2016 • Strategy 1:Encourage employees to grow customer base • Strategy 2: Create Positive Customer Experiences • Strategy 3: Ensure Repeat Business Budget Strategy 1 $150.00 Strategy 2 $0.00 Strategy 3 $0.00 Total $150.00
- 15. BUDGET OBJECTIVE 3: AREA BUSINESSES Objective for area businesses : Improve area business patronage 40% by Fall 2016 • Strategy 1: Reach out to businesses through various media channels • Strategy 2: Develop relationships with local businesses • Strategy 3: Offer discounts for employees of local businesses Budget Strategy 1 $0.00 Strategy 2 $80.00 Strategy 3 $60.00 Total $140.00
- 16. BUDGET OBJECTIVE 4: KUTZTOWN COMMUNITY Objective for Kutztown community: Improve community patronage 60% by Fall 2016 • Strategy 1: Create a brand campaign increasing positive awareness • Strategy 2: Build effective relationships with office employees • Strategy 3: Increase In-store traffic creating new and repeat business Budget Strategy 1 $400.00 Strategy 2 $80.00 Strategy 3 $60.00 Total $540.00
- 17. OVERALL BUDGET Cost Objective 1: Increase student customer base by 50% by Fall 2016 $150.00 Objective 2: Utilize Staff to increase profits 50% by Fall 2016 $150.00 Objective 3: Improve area business patronage 40% by Fall 2016 $140.00 Objective 4: Increase sales within local community 60% by Fall 2016 $540.00 Plan Total $980.00
- 19. SOCIAL MEDIA
- 20. ANNIVERSARY CAMPAIGN For our Anniversary celebration, stop in for a chance to win this decidedly different Pizza sweatshirt!
- 21. #ILOVEBONESPIZZA Kinetic PR info@kinteticpr.com Kutztown Campus Kutztown, PA Thank you For further information contact: