Papa John's digital marketing strategy targets college students through social media campaigns like Facebook, Twitter, and Google AdWords. The $100,000, 8-month campaign aims to make Papa John's the number one pizza place for college students and create loyal, long-term customers through social media engagement like contests and deals. Key tactics include a Twitter photo competition and creating a campus representative Facebook page to showcase school spirit and offer free pizza for promoting Papa John's.

1. Better Marketing. Better
Sales. Papa John’s.
Digital Marketing Strategy for Papa John’s
Ryan Reardon
New Media Drivers License
2014

2. Company History
“Better Ingredients. Better Pizza. Papa
John’s.”
Founded in 1984 by “Papa” John Schnatter
4,200 Restaurants Worldwide

3. Target Audience
College Campuses
Freshman to Doctoral Students

4. Key Performance Indicators
Sales Numbers
Shares, Likes, Follows,
Posts
Consumer Feedback

5. Campaign Goals
# 1 Pizza Place for College Students
Create loyal, long lasting Customers
With use of Social Media

6. The Big Idea
Create Buzz
Offer Deals/Contests
Student Involvement

7. Tools and Tactics
Facebook Twitter
Google AdWords & SEO
“Keywords”

8. Twitter Picture Competition
College Campus
Representative Page
Showcase Team/Papa Johns
Pizza Spirit
Free Pizza, Pop &
Breadsticks

9. Budget
$100,000
8 Month Campaign
Twitter Ads - $60,000
Facebook Ads - $20,000
Google AdWords - $20,000
Facebook & Twitter Page - FREE

10. Summary
College Towns & Students
Utilizing Google AdWords, Facebook & Twitter
Twitter Picture Contest
Budget - $100,000