Bones Pizza PR Promo Plan

Kinetic PR
2016 Public Relations Plan
Bone’s Pizza and Restaurant
Goal: Improve public perception and sales for Bone’s Pizza and Restaurant

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Table of Contents
1. Plan Part 1.1 Internal Audits..........................................................................................4
a. Bones Pizza and Restaurant
i. Executive Summary...............................................................................5
ii. Performance Audit.................................................................................5
iii. Structure Audit.......................................................................................7
iv. Internal Impediments Audit...................................................................7
2. Plan Part 1.2 Analyzing Publics: Kutztown Community...............................................9
a. Students
i. Executive Summary.............................................................................10
ii. Overall Students Characteristics Audit................................................10
iii. Student Characteristics Audit: Specific to Your Organization............11
iv. Student Communication Audit ............................................................12
v. Student Demographic/Psychologic Audit............................................13
vi. Benefits ................................................................................................14
b. Staff
ii. Overall Staff Characteristics Audit......................................................15
iii. Staff Characteristics Audit: Specific to Your Organization ................16
iv. Staff Communication Audit.................................................................16
v. Staff Demographic/Psychologic Audit ................................................17
vi. Benefits ................................................................................................17
c. Area Business
ii. Overall Area Business Characteristics Audit ......................................18
iii. Area Business Characteristics Audit: Specific to Your Organization .19
iv. Area Business Communication Audit .................................................20
v. Area Business Demographic/Psychologic Audit.................................21
vi. Benefits ............................................................................................…22
d. Kutztown Community......................................................................................23
ii. Overall Kutztown Community Characteristics Audit..........................24
iii. Kutztown Community Characteristics Audit: Specific to Your
Organization.........................................................................................24
iv. Kutztown Community Communication Audit
v. Kutztown Community Demographic/Psychologic Audit ....................24
vi. Benefits ................................................................................................25
3. Plan Part 2.1 Audience SegmentationISPR Analysis ..................................................26
a. ISPR Analysis ..................................................................................................27

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4. Plan Part 2.2 Audience Access ....................................................................................28
a. Audience Matrix of Influence..........................................................................29
5. Plan Part 2.3 Force Field Analysis...............................................................................30
a. Global Ambition ..............................................................................................31
6. Plan Part 2.4 Force Field Analysis of Stakeholder Groups .........................................32
a. Stakeholder groups
i. Students................................................................................................33
ii. Staff......................................................................................................34
iii. Area Business.......................................................................................35
iv. Kutztown Community..........................................................................36
7. Plan Part 3.1 Medium Analysis ...................................................................................37
a. Students............................................................................................................38
b. Staff..................................................................................................................39
c. Area Business...................................................................................................40
8. Plan Part 4.1 SWOT Analysis......................................................................................42
a. SWOT..............................................................................................................43
9. Plan Part 5.1 GOSTE Plan...........................................................................................44
a. Student .............................................................................................................45
b. Staff..................................................................................................................46
c. Area Businesses ...............................................................................................47
10. Plan Part 6.1 Gantt Chart .............................................................................................50
a. Student .............................................................................................................51
b. Staff..................................................................................................................51
c. Area Businesses ...............................................................................................52
11. Plan Part 7.1 Budget ....................................................................................................53
a. Budget Objective 1: Students...........................................................................54
b. Budget Objective 2: Staff.................................................................................55
c. Budget Objective 3: Area Businsesses ............................................................56
d. Budget Objective 4: Kutztown Community ....................................................57
e. Overall Budget .................................................................................................58

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Section 1.1 Internal Audits

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Executive Summary
Opening in April 2015 in a previous pizzeria location with a new owner and new
attitude, Bone’s Pizza and Restaurant is a completely remodeled and upgraded venue with a
varied menu including pizza, pasta, sandwiches, and frozen yogurt. Since opening, the
restaurant has noted a slowly growing customer base while attempting to shed the negative
perception that lingers from the previous pizza shop.
The owner feels his performance meets the standards of quality for the community
compared to similar restaurants in the immediate area. As for communication, Bone’s Pizza
and Restaurant has Facebook, Twitter, Instagram, and a restaurant website. Flyers are
distributed to target high traffic events to attract customers during those busy times in town.
The owner and decision maker of Bone’s Pizza and Restaurant is receptive to suggestions and
new ideas to create a positive presence within the community, but without a public relations
department, he can only rely on himself.
Performance Audit
Bone’s Pizza and Restaurant provides a traditional pizza and sandwich shop menu
offering pizza, appetizers, subs, wraps, salads, and wings. Catering to health-conscious
clients with a sweet tooth, the new addition to the business, a frozen yogurt shop, offers
milkshakes and smoothies with natural ingredients. Bone’s Pizza and Restaurant provides a
comfortable dining-in area with music and big screen televisions showcasing sports. A
convenient, free delivery service is available.
Based on the judgment of customers who give their opinion either through survey,
word of mouth, or online reviews, the quality of the food is improved from that of the
previous owner. In the last several years, the pizza place has changed owners and names

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multiple times. The owner of Bone’s Pizza and Restaurant saw an opportunity to give the
place another try by revamping the style, giving it a facelift, and improved menu. The
business has improved with fresh ingredients and a clean, comfortable atmosphere.
The restaurant is conveniently located on the corner of Main Street at the beginning of
Kutztown University of Pennsylvania’s campus, intersecting between north and south
campus. Off-street parking on Main Street offers an advantage for customers. Another
advantage Bone’s Pizza and Restaurant has is he enterprising attitude of the owner with new
ideas and specials. They are becoming known for their buffalo chicken dip, grandma pies
(deep dish pizza with hamburger), and fish fry.
Having a location in close proximity to the college is an advantage. Bone’s Pizza and
Restaurant views big events during the school year, such as homecoming, Kutz-patty’s day
and move-in day, as a prime business opportunities and the restaurant endeavors to capture
the attention of the increased traffic.
As for disadvantages, they are struggling with retaining customers and acquiring new
customers who attend the university. The pizza shop is competing with Kutztown
University’s dining department with the opening of several on campus restaurants. Recently,
the school opened the Cub-Café, which is open 24 hours and could potentially hurt Bone’s
Pizza and Restaurant's business.
As for exposure, Bone’s Pizza and Restaurant found a major success in their flyers
that they sent out and have acquired new customers through the specials distributed to off-
campus housing. Bone’s Pizza and Restaurant not only wants to focus on their food for the
next few years, but the overall environment and atmosphere of their business. With the space
they have inside, they want to utilize it and come up with ideas on how to use the extra space
to get people to come in. With televisions and music set up already, Bone’s Pizza and
Restaurant is considering adding an arcade or a stage for open mic night and potentially,

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movie night. Bone’s Pizza and Restaurant will continue to focus on their online social-media
presence and create an atmosphere for college students and local residents to dine in
comfortably.
Structure Audit
Bone’s Pizza and Restaurant's mission is to provide customers within the local
Kutztown community with first-rate signature pizzas, pastas, wings, and sandwiches for
dining in and delivery. Offering a sweet ending all year round, and located within the
restaurant, the pizzeria also offers frozen yogurt out of their Bone’s Twisted Sister Frozen
Yogurt Shop, which conforms to the vision of the restaurant to serve the local community’s
families, businesses, and college students with superb service and high-quality meals. Being a
newly established business (opening April 2015), there is a small budget for public relation
operations. The organization’s strategy process is dependent upon the owner. For the past
year, through participating in community events, distributing flyers, and sending mailings the
owner has attempted to establish a presence and eradicate the negative reputation of the
former pizza shop. The owner feels that in the next few years the advertising budget will
decrease as the restaurant becomes more established. Due to the minimal staff, there is no
public relations person on the staff. The owner serves numerous roles within the restaurant
and is the decision-maker.
Internal Impediments Audit
Internal obstructions present at Bone’s Pizza and Restaurant begin with the preceding
reputation of the former pizzeria at the location. While the new owner gutted the pizzeria to
provide a clean dining area, replaced all the equipment, and created a new menu to overcome
the negative image, the former owner’s lack of cleanliness is still associated with the location.

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The owner employs face-to-face interaction and flyers delivered to area businesses, homes,
dorms, and student housing to conjure a fresh image of his restaurant.
Lastly, an impediment to timely success is having to learn by mistake. Lacking
managerial experience and a restaurant background, the owner is proactive in advertising and
marketing. There are no objectives in place for success besides a small budget and “let’s try
this” approach. Being a fledgling business with a shoestring budget at times is proving
difficult because of the paradox of requiring additional income to advertise and create the
brand image requires more business to generate revenue for the larger budget. While not
feasible at this time, employing a public relations person to research the local market and
create a plan of action to improve the restaurant’s image would prove beneficial on how to
spend the allotted dollars to reap the most value.

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Section 1.2 Ananlyzing Publics
Kutztown Community

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Executive Summary: Students
The students at Kutztown are always on the search of where to eat daily. There are
days when students have an incentive of what to eat due to a special that is provided by their
favorite hot-spots to eat at such as wing night or taco Tuesdays,. The students in Kutztown do
not always have the money to spend, but want to look for a spot to go with their friends and
grab food at a decent price. Bone’s Pizza and Restaurant can provide a comfortable
atmosphere at a nearby location and diverse menu at reasonable prices, connecting the north
and south campus.
Students Overall Stakeholder Characteristics Audit
After surveying a few students at Kutztown from freshmen to seniors, there seems to
be a correlation in responses. The first question asked was, “What do you know about Bone’s
Pizza and Restaurant's issue on gaining new customers and changing the old perception of the
failed businesses here before?” The younger students who were freshmen had no idea about
the problem existing. These students are still new to Kutztown and have occasionally walked
passed it and stopped by to grab something quick if they were hungry or use their meal
swipes instead.
As for the older junior and senior students who were interviewed, they barely thought
twice about Bone’s Pizza and Restaurant. After asking them for the reason, they had no
answer. The students didn’t think too much to order from Bone’s Pizza and Restaurant. Most
of the students say they typically order from Tommy Boys or once in a blue moon go out of
town to eat where they can spend the same amount of money at a better environment with
alcohol.

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Students Stakeholder Characteristics Audit Specific to Your Organization
The students have a major effect on Bone’s Pizza and Restaurant, since the town is
dominated by college students. Bone’s Pizza and Restaurant may or may not have a
significant effect on students. Since Bone’s Pizza and Restaurant is one of many other fast-
food places in Kutztown, it doesn’t mean that students necessarily depend on Bone’s Pizza
and Restaurant to serve them food. With options on campus, cheaper alternatives such as
cooking or searching for healthier food options, Bone’s Pizza and Restaurant can easily be
substituted for student’s choices for eating out.
As for perception and what students know about Bone’s Pizza and Restaurant, the
new incoming freshmen say some of them know about the place, but many admitted they did
not. They had never heard about people speaking of the place or mentioning it. Perhaps they
have seen flyers, but without the word of mouth on a repeated basis, it does not put Bone’s
Pizza and Restaurant in the light. Yet, freshmen students say they are open to trying out
Bone’s Pizza and Restaurant. Without a kitchen to use in the dorms, they are forced to eating
conveniently. Although, there are times where they cannot use meal swipes at certain times,
they rely on fast food delivery, or even walking to pick it up to get outside or to avoid paying
delivery fees and tips.
The older students, such as sophomores, juniors, and seniors who don’t live on
campus, are starting to buy food in bulk that may be more convenient for them to eat at home
during the week. They typically shop at Giant or a wholesaler to buy food in bulk that is
frozen and quick to make, or they buy fresh ingredients, and attempt to cook themselves.
However, on the weekends when the older crowd of students are in town at a party or leaving
the bars, they find it is easier to walk to Tommy Boys, because it’s in the middle of town,
rather than walking up the street to Bone’s Pizza and Restaurant . I found that the freshmen
students were more open to trying out Bone’s Pizza and Restaurant than the older students.

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The freshmen are still new to college and don’t mind exploring different places to eat at, but
the older students acknowledge their past years of constantly eating pizza and they are slowly
seeking better options.
When going out to eat, juniors and seniors tend to dine in at a restaurant such as the
tavern or the pub in order to be at a more mature-leveled environment with fully cooked
meals, rather than at a pizza joint. In regards to the attitudes of the freshmen/sophomores and
juniors/seniors, I think everyone has a different perspective and perception of Bone’s Pizza
and Restaurant, or fast food in general. The younger crowd is definitely fond of eating out,
but older crowds are pickier about what they are eating and where they are spending their
money. We are satisfied with both attitudes, because it helps to understand what the mindset
is of each group in order to use data to appeal to them.
Concluding, in regards to what students have said about Bone’s Pizza and Restaurant,
we understand that the freshmen, and a few sophomores, have become loyal to Bone’s Pizza
and Restaurant in some form, but the place constantly needs to revamp itself to maintain a
presence. We do not see the older students such as juniors and seniors staying loyal mainly
because they have been already exposed to Tommy Boys, Mama’s Delights, and Camillo's,
and it is difficult for them to switch. As for Bone’s Pizza and Restaurant, they need to add
specials or items to their menu that differentiates themselves from others in order to stand out
and finally get people talking. Adding healthy options is a must, mainly because not everyone
is fond of eating pizza and fried food all the time.
Students Stakeholder Communications Audit
As for communication channels, students are using text messaging, Snapchat, and
Twitter. A majority say they are no longer using Facebook and moving away from that
platform of social media. Surprisingly, a large number of students are still using email.

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Mainly to stay in touch with their classmates and professors, this may be a great way to get in
communication with students. When it comes to news media, people tend to find their
information out through Twitter and other third party apps such as Flipboard, Instagram, or
news apps.
For promotion purposes, students are generally attracted to specials and discounts.
They find that this is a great incentive to come in and to try something new, if it can be
offered at a decent price. Students also find that by having a “theme night” gives them the
excuse to go out and be part of something as well, such as taco Tuesday or wing night.
Unfortunately, the students do not seem to be bothered by Bone’s Pizza and Restaurant.
Students say there has not been an incentive or something special about the place to make
them feel irresistible to the business. We have asked up to ten random students individually,
without anyone else in the room in order to grasp a better understanding of their opinions and
thoughts about the business, and found that by interviewing these students without others
around to influence their opinions a more validated response was given.
Students Demographics/Psychographics Audit
Age Range: 17-23
Geographic Characteristics: Pennsylvania, New Jersey, and New York
Socio-Economic Traits: College students on budgets but some flexible with jobs.
Product/ Service Usage: Entre foods, snacks, books, alcohol
Cultural/ Ethnic/ Religious Traits: Caucasian and African-American
Education Level: All undergrads

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Benefits
Students are looking for a place where they can go with their friends and meet up at a
“centralized” location to grab a bite or even just to hang out and do school work. They want
great food at a decent price with a great reputation. They care about the reputation of places
they go to because it is a reflection of who they are. Students want to be able to order big
specials with a lot of people at a valuable price, along with quality food. Overall, students
want exclusivity. They want a place where they can call theirs and not too public for
everyone to join.

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Executive Summary: Staff
The staff of Bone’s Pizza and Restaurant devotes its utmost attention to the feedback
directed at them, stemming from a variety of different demographics. Not only are they eager
to listen to their diners’ critiques, but they are more than willing to incorporate the incoming
suggestions into their policy. Owner, Terry Dorrity, has gone on the record saying that he has
acted on the advice given to him, one occasion in particular being when a 19-year old girl
who told him that she “[didn’t] like to see [her] sandwiches be made in front of [her],”
leading to his decision to prepare certain foods in closed off areas. Bone’s Pizza and
Restaurant employees converse with locals/students outside the establishment during their
free time, asking what their favorite nearby pizzeria is and why they chose it. Should Bone’s
Pizza and Restaurant be considered the best, whether it be for the quality of its ingredients or
the ambience it evokes, the staff will work tirelessly to ensure that the standards of that aspect
are well maintained, if not, further improved upon.
Overall Staff Characteristics Audit
Prior to its reopening in 2015, the future of the establishment, once known as “Uncle
Joe’s,” did not look very promising. Based on the assessment of its current owner, Dorrity,
the original owners would display pizzas which looked to be days old, had their soda machine
located across the far end of the restaurant, and upon going to purchase a slice for himself, he
would be charged double the cost of what he was told he would be paying. At the time,
Dorrity was a semi-retired financial advisor with a house in Florida. What could he possibly
gain by trying to breathe new life into a decrepit campus pizzeria? In spite of the potential
hurdles and months of renovation, Dorrity took over as owner of April 1st, 2015 and renamed
the establishment “Bone’s Pizza and Restaurant,” and implemented many improvements.

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Staff Characteristics Audit: Specific to Your Organization
Firstly, the restaurant had to promote themselves. Printing for each menu would cost
$0.05 apiece. It should also be noted that they would expand from the original owners’
variety of twelve menu options to well over one hundred. Dorrity and his team then went
around the area handing out (what he estimates) to be over two thousand flyers. While the
advertisement efforts would set them back $100, they would earn fifty new regular patrons
from their efforts. They have also found the most success on the days in which students move
back onto campus after summer/Christmas break.
Secondly, there were the actual changes to the overall restaurant. Not only was the
eatery renovated, the staff notes the investment in high quality cheese and flour for their pies,
with Dorrity himself refusing to use semolina as an ingredient. If it isn’t something he would
eat, it isn’t something he would feed his diners. Additionally, Dorrity has several flat screen
televisions installed throughout the premises, appropriate for potential game day gatherings
and other popular broadcast events. Soon, he hopes to arrange a weekly movie night in which
they will regularly play a different feature and attendants will be welcomed with free
popcorn. They also keep their atmosphere in check with an assortment of classic 70s and 80s
playing over their sound system (from the likes of Aerosmith and the Eagles).
Staff Communication Audit
The restaurant has an online presence in that it has both a Facebook page and a
Twitter account registered on its behalf. While the Facebook page is frequently updated,
informing its followers about their ongoing specials, the Twitter account has been left mostly

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unused. Bone’s Pizza and Restaurant also offers updates to those who willingly sign up for
their e-mail subscriptions.
Staff Demographics/Psychographics Audit
Age Range: 19-46
Geographic Characteristics: Local, Originate from Pennsylvania and New Jersey
Socio-Economic Traits: Mostly college students on limited budgets
Product/Service Usage: Snack food, toiletries, alcohol, etc.
Cultural/Ethnic/Religious Traits: Employs both Caucasian and African-Americans with
varied religious beliefs
Education Level: Mostly undergraduates
Benefits
Bone’s offers its employees the opportunity to work in a simultaneously laid back and
active work environment. Kutztown students, in particular can work there, giving them the
ability to tend to their expenses, all while being within a stone’s throw of a class they might
have starting as their shift comes to an end. The staff is exposed to a workplace in which they
might better their customer service skills, food preparation, and overall interpersonal
communication abilities.

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Executive Summary: Kutztown Businesses
The area Kutztown businesses encompasses about a ten mile radius from Bone’s
Pizza & Restaurant. This includes any business that is not an eatery. These stakeholders can
be a major factor in providing consistent business to Bone’s Pizza & Restaurant.
The major wants, interests, needs, and expectations of this stakeholder group include
food specials, as well as making Bone’s Pizza & Restaurant hover on the line between
college hangout and Pizza shop. Their expectation is that for Bone’s Pizza & Restaurant to
succeed, they have to produce quality food for every order.
Bone’s Pizza & Restaurant can offer many benefits to this stakeholders group. Bone’s
Pizza & Restaurant has the ability to create a long-lasting relationship with members of this
community that are in town year round. By establishing a connection with these stakeholders
it will develop a positive word-of-mouth that will be spread throughout the business entire
network, friends, and customers.
Overall Kutztown Businesses Characteristics Audit
Kutztown businesses are only slightly aware of Bone’s Pizza & Restaurant. Bone’s
Pizza & Restaurant is only known to select members of the community. Some businesses in
the area are unaware of the change of owners and still refer to Bone’s Pizza & Restaurant as
its predecessor.
The businesses in Kutztown would like to know more about the special menu items
and deals of the day. By creating regular customers Bone’s Pizza & Restaurant can begin to
adjust menu items and specials to cater to regular customer’s needs.

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This stakeholder group wants to rely on Bone’s Pizza & Restaurant for consistent
quality food. Only some Kutztown businesses trust that Bone’s Pizza & Restaurant has the
ability to deliver quality food. Due to the previous owners’ reputation, businesses are
skeptical on the consistency Bone’s Pizza & Restaurant can provide.
Kutztown businesses do not want Bone’s Pizza & Restaurant to become a complete
college hang out. Businesses owners operate professionally and want Bone’s Pizza &
Restaurant to keep the integrity of a restaurant atmosphere.
Businesses in Kutztown haven’t been exposed to Bone’s Pizza & Restaurant long
enough to develop problems with the restaurant.
There is little that this stakeholder group can do to change their perception of Bone’s
Pizza & Restaurant. The restaurant has to work to reel in these customers for steady business.
Bone’s Pizza & Restaurant has to be ready to deliver quality food for every delivery.
Kutztown Businesses Characteristics Audit Specific to Your Organization
Businesses in Kutztown can give Bone’s Pizza & Restaurant a core customer group
that can be maintained throughout the future.
Bone’s Pizza & Restaurant has the opportunity to expand their network within these
stakeholders. By creating a long-lasting relationship with business owners and employees,
Bone’s Pizza & Restaurant can get free advertising via positive word-of-mouth.
This information was gained from talking to an All State representative and her
colleagues. In talking with other business owners the perceptions of Bone’s Pizza &
Restaurant appear to be consistent. Using this sample information as an assumption, there has
been no contradictory evidence to argue the accuracy of these findings.

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Many members of the community are unaware of Bone’s Pizza & Restaurant. Most
people in the immediate area overlook the establishment. Many people in the community still
associate it with its predecessor Uncle Joe’s Pizza. Since Bone’s Pizza & Restaurant opened
seven months ago, they have made strides in raising awareness of the business. Most
businesses in Kutztown are aware of Bone’s Pizza & Restaurant, but are not seeking
information or looking to become regular customers.
Due to the newness of the business, I believe the customer’s attitude is expected. With
four different pizza places within a mile, Bone’s Pizza & Restaurant is struggling to develop
an identity. Currently, the pizza shop has to work to attract the owners and employees to their
restaurant. Businesses have the potential to very dependable loyal customers.
Businesses in and around Kutztown are one of the main focus for Bones marketing
efforts. Businesses know they play a huge role in helping area businesses function. Due to the
low cost alternatives, it takes significant effort to maintain customer loyalty. Employees at
these businesses will continue to order sporadically
Business owners that have tried Bone’s Pizza & Restaurant have no complaints. On
the other side of the spectrum, businesses that have tried Bones don’t feel overly satisfied.
Bones needs to focus on spreading information about their all natural ingredients.
Kutztown Business Communications Audit
Each organization thrives through word-of-mouth communication. Some businesses
are little shops themselves creating new customers from positive reviews, which is important
for business. Bone’s Pizza & Restaurant has worked to select important businesses and

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distribute flyers. Advertising and promotional media businesses pay attention to is the
newspaper, and flyers.
Other channels of consumption differ by business with each organization using
different social media platforms, depending on the business. The common tool that most
businesses use is Facebook.
Kutztown Businesses are not seeking information on what Bone’s Pizza & Restaurant
has to offer. The community is somewhat likely to act on the information it receives.
Although new information will be noted, it may take time and positive word-of-mouth for
business owners and employees to become regular customers of Bone’s Pizza & Restaurant.
Credible sources and opinion leaders for the Kutztown Community include all of the
business owners, their customers, community members, and their acquaintances within the
area.
Kutztown Businesses Demographic/Psychographics Audit
Age Range: 26 to elderly (up to 80).
Geographic characteristics: (where are they?): 10 miles radius of Bone’s Pizza & Restaurant
throughout Kutztown and Maxatawny townships.
Socio-economic traits: Income averages vary from member to member. Avg. Median income
$47,500-$50,000
Product/service usage: Business owners and employees do purchase locally, but are also
attracted to national chain restaurants. Consumption varies since some people also choose to
pack their own food.

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Cultural/Ethnic/Religious traits: Catholic, Lutheran, Protestant
Caucasian: 95.4%
African American: 1.8%
Hispanic: 1.5%
Asian American: 1.1%
Other: 0.2%
Education level: Most have graduate degree, and the regular standard is at least a high school
education.
Lifestyle traits: Most business owners live conservative, and are willing to spend to help
community. Spending isn’t erratic since the majority of owners have families to save for.
Benefits
Bone’s Pizza & Restaurant has the potential to cater to the needs of Kutztown
businesses. Special deals, and discounts can be applied to ensure business owners and
employees are getting exactly what they want. This is different from other discounts because
it can be for a variety of menu options. Traditionally Bone’s Pizza & Restaurant deals cater to
students. Bones has also expressed the desire to partner with business for fundraisers among
other things since it is in a prime location with plenty of space.

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Executive Summary: Kutztown Community
Bone’s Pizza and Restaurant is a comfortable and inviting fast-casual operation with
dine-in, take-out, and delivery created for the local residents, students, and businesses of the
Kutztown community. The energy and atmosphere is appealing to families and groups with
large tables and open space. The owner, manager, and staff are attentive and courteous,
providing fresh food and excellent service in order to build their customer base.
The main goal of Kinetic PR is to develop a niche service for the local publics to
increase the customer base and develop loyalty as a destination location, instead of just a
convenience location.
Overall Kutztown Community Characteristics Audit
Most of the Kutztown community is aware that there is a pizza shop on the corner of
Main Street and Normal Avenue. Many residents commented that the location has housed
several pizza shops that have failed; they also noted that the interior of the shop was in
disrepair. Many had received flyers in the mail, but did not pay much attention to them based
on the association of failure with the location.
Some members knew that the shop had been overhauled, but based on the previous
condition, had not frequented visited the restaurant. Those that had visited the shop
mentioned that the remodeling of the shop was refreshing and the food was satisfactory, yet a
bit pricey and clients were reluctant to spend ten dollars on a lunch.
The public recognized the cleaner dining room, but felt that it lacked a homey feeling.
When they entered the restaurant they were greeted, but said they missed the enveloping
nostalgic smell of fresh pizza cooking. Some noted that the restaurant was drafty. Free
delivery seemed to be a positive for the restaurant. A few citizens hold the perception that
because the shop is located next to the campus, it is a “college” shop, and avoid the location.

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The eatery needs to connect with the community in a positive way and shed the past
perceptions. Sharing the message of the refurbished restaurant as being fresh and innovative
is tantamount to success.
Kutztown Community Communication Audit
Bones Pizza and Restaurant communicates through mailed and hand-delivered flyers,
Facebook, an email list, and impromptu visit, with a coupon, to area businesses. Some
residents recalled receiving the flyers, and most viewed them as junk mail going directly into
the trash. Basically, the only way they are attempting to gain new customers is through print.
To participate with the Facebook page, a potential client would have to proactively search
and actively “like” the page. To join the email list, one must visit the restaurant and be asked
to join the list. The email list is a client retention measure.
Most residents mentioned having a magnet on their fridge with a different pizza shop
name, number, and address with that number stored in their smart phone for easy access.
Many residents were interested in receiving text messages with specials and a free pizza
program. Having a menu attached to a delivery or the receipt was also mentioned as a helpful
for repeat business.
In order to generate new business, the business needs to approach the community with
an incentive to try the eatery, to experience the revamped atmosphere and improved food.
The more community members that visit the restaurant and speak of their positive experience
to others, the more trust the public will acquire. For trust seems to be the main issue.
Kutztown Community Demographic/Psychological Audit
Age Range: 23-75
Geographic Characteristics: Town of Kutztown

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Socio-Economic Traits: $20k - $75k
Product/Service Usage: Local services, food, housing, gas: everything.
Cultural/Ethnic/Religious Traits: Melting pot of God-loving Caucasians
Education Level: High school graduate to degreed professionals
Lifestyle Traits: Broad spectrum of active to sedentary
Benefits
Bone’s Pizza and Restaurant offers the opportunity for the community to gather and
relax year round in a casual environment with an extensive menu, big screen television,
music, and ample parking. Everyone is welcome. The restaurant is in the process of
developing community “good will” with the addition of a possible arcade, open-mic night,
movie night, and book club. In order to overcome the reputation of previous owners, “good
will” will build trust and implant a new and improved identity within the community.

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Kinetic PR
Section 2.1 Audience Segmentation

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ISPR Analysis
Identify
1. Student
2. Staff
3. Area
Business
4. Kutztown
Community
Segmentation
Student:
All undergrads
Gender
On/Off Campus
Variety of Majors
Variety of Ethnicities
Staff:
Employees of Bone’s
Pizza and Restaurant
Gender
Age Difference
Area Business:
Off campus 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
2. Manufacturing
Employees
3. Male Freshman
On-Campus
Students
4. Female
Freshman On-
Campus
Students
5. KU Employees
6. Local Young
Families
7. Junior/Senior
On-Campus
Students
8. Off-Campus
Students
9. Finances directed
to advertising
fund

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Kinetic PR
Plan Part 2.2 Audience Access

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Audience Matrix of Influence
Should Influence Must Influence
Unlikely to
Influence:
Likely to
Influence:
Junior/Senior On-Campus Students
Off-Campus Students
Local Established Families
Area Office Employees
Area Manufacturing Employees
Finances directed to advertising fund
Local young families
Male Freshman/Sophomore On-
Campus Students
Female Freshman/Sophomore On-
Campus Students
Area businesses

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Kinetic PR
Plan Part 2.3 Force Field Analysis

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Force Field Analysis: Global Ambition
Most Important to Influence: 5, Least Important to Influence: 1
Driving Forces Restraining Forces
Convenient downtown
location (5)
Free delivery (3)
Healthy menu options (4)
Yogurt shop (3)
Overall Goal:
Increase sales and awareness
for Bone’s Pizza and
Restaurant
Previous location’s
reputation (3)
Stakeholders unaware of
restaurant overhaul (4)
Food inconsistency (5)
Limited advertising budget
(5)

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Kinetic PR
Plan Part 2.2 Audience Access

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Force Field Analysis: Stakeholder Groups
Audience: Students
Students are open to new places to eat in
town that are not related to campus foods. (5)
Students want a location where they can hang
out with friends. (4)
Food prices to be reasonable and fair. (4)
Variety of options on the menu (3)
Quality food (5)
Convenience (walk in, dine in, to-go,
delivery) (5)
Campus may offer cheaper/ alternative
options for students (3)
Not many students know of Bone’s Pizza &
Restaurant location. (5)
Lack of advertising/ promotions/ flyers/
menus distributed (4)
5 4 3 2 1 1 2 3 4 5
Analysis Outcome:
Students want to try out new places in Kutztown, PA. They are open to different
options, but are looking for alternative options that they cannot get on campus. Students want
to be able to attend a place with friends and have a variety of options to choose from.
Unfortunately, campus foods may be offering new and cheaper options for students that will
persuade them to eat on campus rather than ordering out. Bone’s Pizza and Restaurant have
competition with the school to gain business from students.

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Audience: Staff
Want to increase number of customers and
profits (5)
Further improve/make changes to menu and
building (4)
Employees who are versatile (making
food/delivering/hosting (5)
Competing businesses (5)
Word of mouth chastising their prices (4)
Residual impression of previous owner (3)
5 4 3 2 1 1 2 3 4 5
Analysis Outcome:
Bone’s Pizza and Restaurant’s convenient location, affordable deals, quality
ingredients, and relaxed environment work to the establishment’s strengths. However, word
of mouth between locals, comparing the restaurant with other nearby pizzerias, inevitably
results in preconceived notions about its own standard of success.

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Audience: Area Business
Desire to partner and support area businesses
(5)
Variety of menu options (4)
Potential discounts for Kutztown employees
(4)
Other similar substitutes (4)
Unaware of Bone’s crisis (3)
Better location for college students (3)
5 4 3 2 1 1 2 3 4 5
Analysis Outcome:
Area Kutztown businesses want to support the growth of businesses in the community.
Bone’s Restaurant and Pizza has a variety of menu options to keep frequent customers
returning regularly. Most businesses do not believe in the business longevity due to the
“curse” of the location. Similar substitutes in the area also provide substantial competition.

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Audience: Kutztown Community
Interest in buying local (5)
Convenient downtown location with parking
(5)
Healthy food options (4)
Yogurt annex (3)
Unfamiliarity with shop (5)
Loyalty to existing shop (4)
Competition with other shops (4)
Former shop reputation (3)
5 4 3 2 1 1 2 3 4 5
Analysis Outcome:
Through the flyers, the Kutztown community has recognized marketing innovation in
product promotion. The local residents presented some awareness of the new shop and
acknowledged the need to support area businesses. Having Wi-Fi and large screen televisions
are seemingly expected by the local community as usual and customary for a fast-food place.
To stay competitive, the shop needs a commitment to a constant revision of menu items. The
community is willing to give the pizza shop a try, but the shop needs to deliver with good
quality food and its optional low-calorie, vegetarian, and heart healthy foods in order to gain
loyalty.

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Kinetic PR
Plan Part 3.1Medium Analysis

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Medium Analysis: Students
Media outlets:
Students
Facebook Twitter Instagram Snapchat
Messages each
medium
communicates
Checks newsfeed
for any
interesting posts
mainly shared
from friends
Check postings
by friends,
acquaintances,
celebrities, and
news
organizations
Check postings
by friends,
celebrities,
Instagram stars,
musicians, and
artists
10 second
content that gets
the point across
quickly
Frequency Weekly Daily Daily Daily
Reason medium
is employed
They have been
used to it since
high school and
may sometimes
find something
interesting once
in a while
Quick news, only
140 characters or
less gets the
message across
Visuals are more
attractive and
communicate a
message without
too many words
Popular, quick
content, more
personable, point
of view sharing
and live/ instant
Kinetic PR’s
possible use of
medium
Post updates on
specials using
banner images
for engagement
Quick short
updates on
specials and
reminders
Post high quality
food images
attracting
potential
customers
Snapchat
specials where
people have to
screenshot the
deals in order to
receive
Drawbacks of
medium
Slow decline in
usage
Timeline based:
limited exposure
Not enough
followers and
people to react to
posts
Not enough
exposure in order
to gain followers
Student Medium Analysis Summary
When a social platform becomes mainstream, students look for a new
alternative. They like a platform where they can share what they’re doing with
their friends, while still enjoying the diversity of many platforms. As of now,
Bone’s Pizza should be focusing on leveraging all social media networks at this
point in order to maintain their online presence with their community.

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Medium Analysis: Staff
Media outlets:
Staff
Facebook Instagram Bone’s Website E-Mail
Messages each
medium
communicates
Special updates
Provides contact
information
Provide
potential diners
with visual
representation
Special updates
Special updates
Frequency Weekly Never Daily Weekly
Reason medium
is employed
Easily accessible
Free
Popular
Easily accessible
Free
Popular
Easily accessible
Free
Easily accessible
Free
Kinetic PR’s
possible use of
medium
Free and easy
Promote menu
and specials
Free and easy
Post images to
attract new
customers
Offer complete
restaurant
information
Proactively
share updates
The restaurant
comes to them
Drawbacks of
medium
Few followers
Lack of student
interest
Few followers
Total lack of
new updates, let
alone any
Official sites
don’t attract
attention,
Facebook and
Twitter pages on
their behalf do
Potentially
considered
spam/pesky
Staff Medium Analysis Summary
Seeing as people are often persuaded to try food they can see ahead of time, Instagram
could be an integral method in which the eatery could establish a presence in a way other
social networking sites can’t. Unfortunately, due to a poor output of new content, it’s chances
of business remain slim. In the meantime, Bone’s presence with Facebook, e-mail updates
and the official site, ilovebonespizza.com, are the restaurant’s most successful and effective
means of promotion.

Kinetic PR 39
Medium Analysis: Area Business
Media outlets:
Area Business
Facebook Twitter
Kutztown
Area Patriot
Word Of Mouth
Messages each
medium
communicates
Updates about
events and deals
Cancellations
and closings
Updates
about events
and deals
Interact with
other
businesses
News on the
organization
Positive and
negative
perceptions
Frequency Monthly As needed Daily Daily/Weekly
Reason medium is
employed
Free with wide
range of
audience reach
Popular
among
students
Berks County
associated
Reaches each
individual
network
Kinetic PR’s
possible use of
medium
Free Free
Associated with
community
Stimulate
conversation
Drawbacks of
medium
Lack of interest
Underuse
Underuse
Generic
Posts
Content buried
inside pages
Cannot be
monitored
Does not have to
be factual
Area Business Medium Analysis Summary
Each media outlet can provide decent support for Bones Pizza & restaurant. Although
each social media outlet does have substantial benefits the reach and influence to other
business employees is most likely minimal. The best media outlet to use would be the
Kutztown Area Patriot as it reaches the most businesses regularly. Another beneifit is that
due to the age demographic this is the ideal media for this stakeholder group. Word of mouth
is a great way to promote the brands core values of quality and consistentcy.

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Medium Analysis: Kutztown Community
Media outlets:
Kutztown
Community
Social Media Print Media Email
Word of
Mouth
Yelp
Messages
each medium
communicates
Receive
updates from
friends,
family, and
interested-in
businesses.
Read about
local
happenings
and
promotions
Timely
correspondence
from all aspects
of life
Share
information
through face-
to-face
connection
Restaurant
reviews from
the average
citizen
Frequency Daily/hourly Weekly/Daily Daily/Hourly Daily/hourly Weekly/Daily
Reason
medium is
employed
Connection
with friends,
family, and
businesses
Stay up-to-
date with
local, current
events
Personal and
business
Correspondence
Share and
compare
experiences
To investigate
restaurant
performance
per another’s
experience
Kinetic PR’s
possible use
of medium
Update daily
with pics,
comments,
hashtags, and
promotions
Press release
and
promotion
Reach existing
client base with
promotions
Create buzz
Though
employees
Update
information
Drawbacks of
medium
Must like
page to
receive
notifications
Cost
Not everyone
reads the
paper/flyers
Not everyone
has or checks
their email
Spam
Inaccurate
information
Lack of
interest
Possible
inaccurate
information
Negative
reviews
Kutztown Community Medium Analysis Summary
Each media outlet has the potential to provide presence and support for Bone’s Pizza
and Restaurant. The most effective way to garner regular patrons to the pizza shop is by
creating a community presence that has people discussing their positive experience face-to-
face and on social media (Facebook, Twitter, and Instagram). Good food and a good
experience will lead to increased sales. A combination of promotion in print media with a
coupon would draw people in to visit restaurant, while their positive discussion and review
would lead to gathering a larger client base. Failing to provide a positive experience will lead
to a backlash from the community by forgoing future visits to the restaurant.

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Kinetic PR
Plan Part 4.1 SWOT Analysis

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SWOT Analysis
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
Summary
Through effective advertising and promotions, there are numerous opportunities for
Bone’s Pizza and Restaurant to expand its target market, while creating awareness and
revenue. A weakness is lack of effective marketing hinders the company’s known presence to
overcome previous owner’s failure. Bone’s Pizza must persuade community to give a known
failed location another try. Other competitors, such as pizza shops and on-campus eateries,
take away customers. Rising health concerns and people being more fitness concerned might
also cause a drop in pizza and/or fast food consumption. Bone’s Pizza and Restaurant needs
to increase its community and online presence to survive and thrive in the saturated food
environment of Kutztown, PA.

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Kinetic PR
Plan Part 5.1 GOSTE Plan

Kinetic PR 44
GOSTE Plan
Students
Objective 1: Increase student customerbase by 50% by fall 2016
Strategy1.1:Participate in student activities for brand awareness
Tactic 1.1.1:Station Bone’s ambassadorat schoolfairs to distribute food
samples and coupons
Tactic 1.1.2:Fosterrelationships with organizations/clubs to offer bulk
discount
Tactic 1.1.3:Create events for students to come in to dine offering discount
with student ID
Tactic 1.1.4:Produceunique food specials offering discount with student ID.
Evaluative Tactic 1.1.1.1:Measure awareness by tracking couponusage, bulk
buying, and ID use by students
Strategy1.2:Designa 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
Tactic 1.2.3:“Sharing” posts onFacebookto win monthly raffle prizes
Tactic 1.2.4: Collect student feedback
Evaluative Tactic 1.2.1.2:Track social media hits and Loyalty Program
purchases

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Strategy1.3: 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
Tactic 1.3.3:Hold seasonal eating contest
Tactic 1.3.4:Offer SchoolHoliday specials: mid-terms, finals, breaks
Evaluative Tactic 1.3.1.1:Track student participation
Staff
Objective 2: Utilize Staff to increase profits 50% by fall 2016
Strategy2.1:Encourage employees to grow customerbase
Tactic 2.1.1:Providing incentives and regular bonuses to employees for
referrals
Tactic 2.1.2:Recommend e-mail subscriptions for updates
Tactic 2.1.3:Have employees promote the restaurant with means of word-of-
mouth
Tactic 2.1.4:Add flyers with coupons to people’s orders.
Evaluative Tactic 2.1.1.1:Track bonuses and couponusage
Strategy2.2:Create Positive Customer Experiences
Tactic 2.2.1:Train employees in politeness and sensitivity

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Tactic 2.2.2:Cross-train employees for consistency
Tactic 2.2.3:Have employee share upcoming events
Evaluative Tactic 2.2.1.1:Survey customers for employee behavior
Evaluative Tactic 2.2.1.2 Pollcustomers if new; offer email subscription
Strategy2.3:Ensure RepeatBusiness
Tactic 2.3.1:Poll employee’s friends and family on food and staff quality
Tactic 2.3.2: Offer return visit coupon
Tactic 2.3.3:Incorporatefeasible changes
Evaluative Tactic 2.3.1.1:Track coupons
Evaluative Tactic 2.3.1.2:Practically incorporate suggestions
Area Business
Objective 3: Improve localbusiness patronage 40% by fall 2016
Strategy3.1: Reachout to businesses throughvarious 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
Tactic 3.1.3:Offer reciprocal literature placement
Tactic 3.1.4:Expand flyer disbursement to strategic locations

Kinetic PR 47
Evaluative Tactic 3.1.1.1:Monitor social media tags/ mentions
Evaluative Tactic 3.1.1.2:Track restocking of visual aids
Strategy3.2: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
Tactic 3.2.3:Host special themed nights for each organization
(Ex. Fleetwood community theatre club could have Bones movie night)
Tactic 3.2.4:Special events based on holidays
Evaluative Tactic 3.2.1.1:Measure success with survey
Evaluative Tactic 3.2.1.2: Trackattendance at events hosted by Bones
Strategy3.3: offer discounts for employees of localbusinesses
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
Tactic 3.3.3: A “HappyHour” special on food or drink for local business
employees
Evaluative Tactic 3.3.1.1:Monitor loyalty card how many punches, and how
many have accumulated ten sales
Evaluative Tactic 3.3.1.2:Compare sales during happy hour to normal sales

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Kutztown Community
Objective 4: Increase saleswithin localcommunity 60% by fall 2016
Strategy4.1: Create a brand campaignto increase positive awareness
and customerfeedback
Tactic 4.1.1:Revamp website for user ease
Tactic 4.3.2:Create hashtag #ilovebonespizza and encourage tagging of pics at
restaurant for a chance to win a weekly pizza
Tactic 4.1.3:Offer free samples of pizza on Kutztown University’s campus
Tactic 4.1.4:Hand out flyers with discount for future purchase
Tactic 4.1.5:Direct mailer with menu and magnet to local community
addresses
Evaluative Tactic 4.1.1.1:Poll students, businesses, and local families on
impression of Bone’s Pizza
Evaluative Tactic 4.1.1.2:Track coupons to measure awareness
Strategy4.2:Build effective relationships with office employees
Tactic 4.2.1:Personal visit with a free sample
Tactic 4.2.2:Flyer with discount couponfor future purchase in a different color
from awareness program
Tactic 4.2.3:Institute online ordering for customer ease
Tactic 4.2.4:Online-order reward program for repeat business

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Evaluative Tactic 4.2.1.1:Call businesses that have purchased and ask for
feedback
Evaluative Tactic 4.2.1.2:Track online-orders for repeat business, measuring
effectiveness
Evaluative Tactic 4.2.1.3:Track coupons to measure business traffic
Strategy4.3:Increase in-store traffic creating new and repeat
business
Tactic 4.3.1:Begin anniversary campaign with pizza sweatshirt contestfor
April
Tactic 4.3.2:Offer specials that are only available for dining-in
Tactic 4.3.3:Target young families with an eat-in family dinner special
Tactic 4.3.4:Continue to encourage customers to sign up for email list, and
social media sites
Evaluative Tactic 4.3.1.1:Track in-store special sales
Evaluative Tactic 4.3.1.2:Track customer traffic on social media sites
Evaluative Tactic 4.2.1.3:Create customer database with contestentries for
future targeted mailings

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Kinetic PR
Plan Part 6.1 Gantt Chart

Kinetic PR 51
Gantt Chart for Staff
Timeline for Students MAY JUN JUL AUG SEPT OCT
Increase student customer base by 50% by fall 2016
Participate in student activities for brand awareness
Station ambassador at school fairs to distribute food samples and coupons 1 1 1 1 1 1
Foster relationships with organizations/ clubs to offer bulk discount 1 1 1 1 1 1
Create events for students to come in to dine, discount with student ID Wkly Wkly Wkly Wkly Wkly Wkly
Produce unique food specials, discount with student ID Wkly Wkly Wkly Wkly Wkly Wkly
Track coupon usage, bulk buying, and ID use by students 1 1 1 1 1 1
Design a Loyalty Program
Order ten pizzas get a free pizza or T-shirt 1 1 1 1 1 1
Refer a friend to the Loyalty Program for free French fries 1 1 1 1 1 1
“Sharing” posts on Facebook to win monthly raffle prizes 30 30 30 30 30 30
Collect student feedback 1 1 1 1 1 1
Track social media hits and Loyalty Program purchases 30 30 30 30 30 30
Utilize space for entertainment
Offer clubs meeting at Bone’s a bulk discount 1 1 1 1 1 1
Provide open-mic nights, bands, musicians, or movie night Wkly Wkly Wkly Wkly Wkly Wkly
Hold seasonal eating contest 1 7 15
Offer School Holiday specials: mid-terms, finals, breaks 1, 8 28 Wkly 15
Track student participation Wkly Wkly Wkly Wkly Wkly Wkly
Timeline for Staff MAY JUN JUL AUG SEPT OCT
Utilize Staff to increase profits 50% by fall 2016
Encourage employees to grow customer base
Providing incentives and regular bonuses to employees for referrals 1 1 1 1 1 1
Recommend e-mail subscriptions for updates 1 1 1 1 1 1
Have employees promote the restaurant with means of word-of-mouth. 1 1 1 1 1 11
Add flyers with coupons to people’s orders. 1 1 1 1 1 1
Track bonuses and coupon usage. Wkly Wkly Wkly Wkly Wkly Wkly
Create Positive Customer Experiences
Train employees in politeness and sensitivity 1 1 1 1 1 1
Cross-train employees for consistency 1 1 1 1 1 1
Have employee share upcoming events. 1 1 1 1 1 1
Survey customers for employee behavior 30 30 30 30 30 30
Poll customers if new; offer email subscription 1 1 1 1 1 1
Ensure Repeat Business
Poll employee's friends and family 1 1
Offer return visit coupon 1 1 1 1 1 1
Incorporate feasible changes. 1 1 1 1 1 1
Track coupons Wkly Wkly Wkly Wkly Wkly Wkly
Practically incorporate suggestions 1 1 1 1 1 1
Gantt Chart for Students

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Gantt Chart for Kutztown Community
Timeline for Area Businesses MAY JUN JUL AUG SEPT OCT
Improve area business patronage 40% by fall 2016
Reach out to businesses through various media channels
Using social media for reciprocated likes and shares of events. 1 1 1 1 1 1
Place article in the Kutztown Area Patriot 15 15
Offer reciprocal literature placement. 1 1 1 1 1 1
Expand flyer disbursement to strategic locations 15 15 15 15 15 15
Monitor social media tags/ mentions. 1 1 1 1 1 1
Track restocking of visual aids 15 15 15 15 15 15
Improve relationships with organizations within 10 mile radius
Plan fundraisers and events for local non-profit organizations 1 1 1 1 1 1
Have ambassador attend events 1 1 1 1 1 1
Host special themed nights for each organization 1 1 1 1 1 1
Special events based on holidays 5 15 4 15 15 31
Measure success with survey 1 1 1 1 1 1
Track attendance at events hosted by Bones 1 1 1 1 1 1
Offer discounts for employees of local businesses
Local employees can present identification for discount 1 1 1 1 1 1
Offer a loyalty card: 10 visits earns a free pizza 1 1 1 1 1 1
A “Happy Hour” special on food or drink for local business employees 1 1 1 1 1 1
Monitor loyalty card how many punches, and how many have complete 10. 30 30 30 30 30 30
Compare sales during happy hour to normal sales Wkly Wkly Wkly Wkly Wkly Wkly
Timeline for Kutztown Community MAY JUN JUL AUG SEPT OCT
Increase sales within local community 60% by fall 2016
Create a brand campaign increasing positive awareness
Revamp website for user ease 30
Create hashtag #ilovebonespizza-tag for chance to win a weekly pizza Wkly Wkly Wkly Wkly Wkly Wkly
Offer free samples of pizza on Kutztown University’s campus 1 1
Hand out flyers with discount for future purchase 1 1
Direct mailer with menu/coupon and magnet to local community 1 1
Poll students, businesses, and local families on impression of Bone’s Pizza 1 30
Track coupons to measure awareness 30 30 30 30 30 30
Build effective relationships with office employees
Personal visit with a free sample targeting different offices weekly Wkly Wkly Wkly Wkly Wkly Wkly
Flyer with coupon in a different color from awareness program Wkly Wkly Wkly Wkly Wkly Wkly
Institute online ordering for customer ease 30
Online-order reward program for repeat business 30 1 1 1 1 1
Call businesses that have purchased and ask for feedback 1 1 1 1 1 1
Track online-orders for repeat business, measuring effectiveness Wkly Wkly Wkly Wkly Wkly Wkly
Track coupons to measure business traffic Wkly Wkly Wkly Wkly Wkly Wkly
Increase in-store traffic creating new and repeat business
Begin anniversary campaign with pizza sweatshirt contest for May 1
Offer specials that are only available for dining-in Wkly Wkly Wkly Wkly Wkly Wkly
Target young families with an eat-in family dinner special Wkly Wkly Wkly Wkly Wkly Wkly
Encourage customers to sign up for email list, and social media sites 1 1 1 1 1 1
Track in-store special sales Wkly Wkly Wkly Wkly Wkly Wkly
Track customer traffic on social media sites Wkly Wkly Wkly Wkly Wkly Wkly
Create customer database with contest entries for targeted mailings 1 1 1 1 1 1
Gantt Chart for Area Business

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Kinetic PR
Plan Part 7.1 Budget

Kinetic PR 54
Budget Objective 1: Students
Strategy Budget for Objective 1: Students
Station ambassador at school fairs to distribute food samples and coupons
Create events for students to come in to dine, discount with student ID
Produce unique food specials, discount with student ID
Track coupon usage, bulk buying, and ID use by students
Order ten pizzas get a free pizza or T-shirt
Refer a friend to the Loyalty Program for free French fries
“Sharing” posts on Facebook to win monthly raffle prizes
Collect student feedback
Track social media hits and Loyalty Program purchases
Offer clubs meeting at Bone’s a bulk discount
Provide open-mic nights, bands, musicians, or movie night
Hold seasonal eating contest
Offer School Holiday specials: mid-terms, finals, breaks
Track student participation
Negligble
Strategy 1: Participate in student activities for brand awareness Cost
$100.00
Negligble
Negligble
Negligble
Negligble
Negligble
Negligble
Total $100.00
Strategy 2: Design a Loyalty Program
Total $0.00
Strategy 3: Utilize space for entertainment
Negligble
Negligble
Negligble
Total $150.00
Foster relationships with organizations/ clubs to offer bulk discount
Budget for Obj 1: Increase student customer base 50% by fall 2016
Strategy 1: Create a brand campaign increasing positive awareness $100.00
Strategy 2: Design a Loyalty Program $0.00
Strategy 3: Utilize space for entertainment $50.00
Negligble
Total $50.00
Negligble
$50.00
Negligble

Kinetic PR 55
Budget Objective 2: Staff
Strategy Budget for Objective 2: Staff
Providing incentives and regular bonuses to employees for referrals
Recommend e-mail subscriptions for updates
Have employees promote the restaurant with means of word-of-mouth.
Add flyers with coupons to people’s orders.
Track bonuses and coupon usage.
Train employees in politeness and sensitivity
Cross-train employees for consistency
Have employee share upcoming events.
Survey customers for employee behavior
Poll customers if new; offer email subscription
Track attendance at events hosted by Bones
Poll employee's friends and family
Offer return visit coupon
Incorporate feasible changes.
Track coupons
Practically incorporate suggestions
$50.00
Strategy 1:Encourage employees to grow customer base Cost
$100.00
Negligble
Negligble
Total $0.00
Negligble
$150.00Total
Strategy 2: Create Positive Customer Experiences
Negligble
Negligble
Negligble
Negligble
Negligble
Negligble
Strategy 3: Ensure Repeat Business
Negligble
Negligble
Negligble
Negligble
Negligble
Total $0.00
Budget for Obj 2: Utilize Staff to increase profits 50% by fall 2016
Strategy 1:Encourage employees to grow customer base $150.00
Strategy 2: Create Positive Customer Experiences $0.00
Strategy 3: Ensure Repeat Business $0.00
Total $150.00

Kinetic PR 56
Budget Objective 3: Area Businesses
Strategy Budget for Objective 3: Area Businesses
Using social media for reciprocated likes and shares of events.
Place article in the Kutztown Area Patriot
Offer reciprocal literature placement.
Expand flyer disbursement to strategic locations
Monitor social media tags/ mentions.
Track restocking of visual aids
Plan fundraisers and events for local non-profit organizations
Have ambassador attend events
Host special themed nights for each organization
Special events based on holidays
Measure success with survey
Track attendance at events hosted by Bones
Offer a loyalty card: 10 visits earns a free pizza
A “Happy Hour” special on food or drink for local business employees
Monitor loyalty card how many punches, and how many have complete 10
Compare sales during happy hour to normal sales
Strategy 1: Reach out to businesses through various media channels Cost
Negligble
Negligble
Negligble
Total $0.00
Negligble
Negligble
Negligble
Negligble
Negligble
Negligble
Strategy 2: Improve relationships with organizations within 10 mile radius
Negligble
$30.00
$50.00
Negligble
Negligble
Negligble
Negligble
Total $80.00
Strategy 3: Offer discounts for employees of local businesses
Local employees can present identification for discount $40.00
Strategy 3: Offer discounts for employees of local businesses $60.00
Total $140.00
Total $40.00
Budget for Obj 3: Improve area business patronage 40% by fall 2016
Strategy 1: Reach out to businesses through various media channels $0.00
Strategy 2: Improve relationships with organizations within 10 mile radius $80.00

Kinetic PR 57
Budget Objective 4: Kutztown Community
Strategy Budget for Objective 4: Kutztown Community
Revamp website for user ease
Create hashtag #ilovebonespizza-tag for chance to win a weekly pizza
Offer free samples of pizza on Kutztown University’s campus
Hand out flyers with discount for future purchase
Direct mailer with menu/coupon and magnet to local community
Poll students, businesses, and local families on impression of Bone’s Pizza
Track coupons to measure awareness
$50.00
Negligble
$250.00
Strategy 1: Create a brand campaign increasing positive awareness
$100.00
Negligble
Institute online ordering for customer ease $50.00
Negligble
Negligble
Total $400.00
Strategy 2: Build effective relationships with office employees
Personal visit with a free sample targeting different offices weekly Negligble
Flyer with coupon in a different color from awareness program $30.00
Begin anniversary campaign with pizza sweatshirt contest for May $40.00
Online-order reward program for repeat business Negligble
Call businesses that have purchased and ask for feedback Negligble
Track online-orders for repeat business, measuring effectiveness Negligble
Track coupons to measure business traffic Negligble
Total $80.00
Strategy 3: Increase in-store traffic creating new and repeat business
$20.00
Offer specials that are only available for dining-in Negligble
Target young families with an eat-in family dinner special Negligble
Encourage customers to sign up for email list, and social media sites Negligble
Cost
$400.00
$80.00
$60.00
$540.00
Budget for Obj 4: Increase sales within community 60% by fall 2016
Strategy 1: Create a brand campaign increasing positive awareness
Track in-store special sales Negligble
Track customer traffic on social media sites Negligble
Create customer database with contest entries for targeted mailings
Total $60.00
Strategy 2: Build effective relationships with office employees
Strategy 3: Increase in-store traffic creating new and repeat business
Total

Kinetic PR 58
Overall Budget
Overall Budget for Bone's Pizza and Restaurant Cost
$150.00
Plan Total $980.00
Objective 4: Increase sales within local community 60% by fall 2016
Objective 2: Utilize Staff to increase profits 50% by fall 2016 $150.00
$140.00Objective 3: Improve area business patronage 40% by fall 2016
Objective 1: Increase student customer base by 50% by fall 2016
$540.00

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