College project

1. PIZZA NOVA
VALENTINES DAY CAMPAIGN
VERSION 1.0
INM405SB
INTERGRATED CAMPAIGN ASSIGNMENT
JONAH SHERMAN-WATERMAN
JANURARY 20, 2016

2. TABLE OF CONTENTS
Project Summary.................................................................1
Campaign Goals...........................................................1
Campaign Objectives............................................................1
Target Audience...................................................................2
SWOT Analysis............................................................2
Plan of Action......................................................................3
Measures of Success............................................................3
Visual Concepts..............................................................4

3. CAMPAIGN OVERVIEW
MISSION:
“At Pizza Nova the consistency and the quality of the product we serve is our primary concern.
We take pride in serving products that consistently exceed our consumers’ expectations, ensuring
that we deliver quality each and every time.” - Pizza Nova
GOALS:
• Increase brand awareness
• Expand our franchise throughout Ontario
• Provide the highest quality of food for customers
OBJECTIVES:
• Over the next 30 days, launch an appealing Valentines Day Campaign to boost Pizza Nova brand
awareness and engage with our target audience.
• Promote our campaign through different social media and visual advertising channels on a weekly
basis.
• Gain a 20% increase in conversions during the month of February.

4. MARKETING ANALYSIS
TARGET AUDIENCE:
SWOT ANALYSIS:
COMPETITIVE LANDSCAPE:
Pizza Pizza Valentines Day Campaign 2012-2015:
This direct competitor has a launched a similar campaign on a yearly basis promoting heart-shaped
pizzas for sale at an affordable price. In order for Pizza Nova to stand out during this holiday, they
must add more creativity and variety to this concept.
A suggestion for this would be to allow customers to have names or short messages written on the
heart-shaped pizza using toppings and/or sauces. An additional value proposition would be to offer
free delivery service only during Valentines Day to make this offer even more convincing and flexible
for all customers. To stay on track with regular orders, the customers would have to purchase these
customized pizzas up to a week in advance.
• Age:16-45
• Location: Greater Toronto Area
• Demographic: Multicultural
• Income: lower-middle class
• Interests: food, romance
• Values: Appreciation
• Lifestyle: Simple living
• Attitude: Occasional Buyer
• Strengths: Large quantity of localized franchises in the GTA with affordable prices and efficent
online delivery service.
• Weaknesses: Not enough social awareness and appeal in the digital space compared to direct
competitors such as ‘Pizza Pizza’.
• Opportunities: Gain brand awareness and potentially expand across Ontario or even Canada.
• Threats: Locally competitive fast food companies that offer similar services and values.

5. TACTICS AND KPI’S
PLAN OF ACTION:
• Print Advertising (transit, mail, in-store)
• Promoting through social media platforms (Facebook, Twitter, Instagram)
• E-Mail call to action for customers who are already registered with online delivery service
MEASURES OF SUCCESS:
• Daily % of sales made starting from the launch of the Valentines Day Campaign
• # of views, shares, likes, follows, etc. on social media
• % of customer email view/opened rate

6. VISUAL CONCEPTS
TRANSIT AND IN-STORE ADVERTISMENTS:
WEB AND MOBILE SOCIAL MEDIA PROMOTION: