1. HAPPY
BRANDINGLOOKBOOK
Fall 2015

2. LukeNorcross norcrosslucasd@sau.edu
BrianLeibforth leibforthbrianj@sau.edu
BellaWoolslayer woolslayerisabellar@sau.edu
NolanLewis lewisnolanb@sau.edu
TheTeam

3. Objective Social Media
Promotion
Suggestions
Branding
Campaign
Overview
1
2 4
3

4. Objective
1

5. ProvideHappyJoe’swithanadcampaign
thatpromotedtheirfournewpizzaflavors
AswellasthenewCrunchCrustPizza
Whilealsohelpingtobringina
youngerdemographic

6. Branding
Campaign
2

7. EveryPizzahasastory.
Slogan

8. *Opens with an image of “The Book of Joe,” then proceeds to zoom in as book opens
Storyboard

9. *As the book opens and zooms in closer on the details,
the narrator begins to speak
Like the “Happy Joe Special”, every pizza has a story. Recently Happy travelled
to the 4 corners of the world and discovered 4 new combinations, here are their
stories.

10. His journey started in fiji, where he searched for precise ingredients for
a crab rangoon pizza.
*Transitions to Joe later looking for the perfect crabs (as
narrator speaks)*

11. *Joe Rising from the water...glistening (as narrator speaks)*
Where he in fact found the perfect crab meat.

12. *Transitions to Joe looking for the best pork possible(as
narrator speaks)*
He then found himself in the Netherlands, wrestling with his best source
of the purest bacon in the world, for a secret 3x bacon recipe.

13. *Transitions to Joe shortly after find the pork, lost in the
dense jungles of Asia (as narrator speaks)*
As he continued exploring, he found himself lost, where he stumble upon the
fabled Suhweta Cheelay Tribe, who gave him a sweet’n’spicy recipe idea.

14. *Transitions to Joe amidst travelling through time to meet
Juli us Caesar (as narrator speaks)*
Eventually all his new ideas were ready, until he realized his Chicken Caesar
was missing something. So Joe went back in time to meet with Julius Caesar
to concoct the perfect recipe.

15. Worn from his journey, Happy returned home with Jalepeno Triple Bacon,
Chicken Caesar, Sweet Chili Asian, and Crab Rangoon recipes, for all of us
to share.

16. Billboard

17. 3SocialMedia
Promotions

18. “SharethisFacebookpostandgiveusa‘Like’andreceivea
discountononeofourfournewCrunchCrustPizzas!”
THIS LITTLE
PIGGY, SHOULDA
STAYED AT
HOME.
Facebook

19. CAESAR?!
JOEISJUSTAS GOOD AS
CAESAR!

20. “RetweetthistweetandfollowusonTwittertoreceivea
discountononeofourfourNewCrunchCrustPizzas!”
A LOST RECIPE,
THAT FOUNDIT’S WAY
HOME.
Twitter

21. CAESAR?!
JOEISJUSTAS GOOD AS
CAESAR!

22. “LikethisPictureandFollowusonInstagramand
receiveadiscounttowardsoneofourfourNewCrunch
CrustPizzas!”
Instagram

23. THIS LITTLE
PIGGY, SHOULDA
STAYED AT
HOME.

24. 4Suggestions

25. Promote moredrinkspecialssuchasHappy
Hour,2 dollardomestics,andhalfoffwine.
Such as $1 pitchers with every new
Crunch Crust Pizza.
Haveabettervarietyof drinksatthenon-pizza
grilleHappyJoe’slocations(i.e.MilkshakeHappy
Hour).

26. Questions?