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Coburg Pizza Company Rebranding by 3PM Cut Off

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Thao Bui
Thao Bui

Advertising capstone project by 3 PM Cut Off in an attempt to revamp the branding of Coburg Pizza Company. Done by: Kyle Baker - Account Manager & Media Planner; Thao Bui - Account Manager & Media Planner; Allyson Flournoy - Account Planner; Kyle Provo - Copywriter & Creative, Alyssa Shelton - Creative, Duy Vo - Freelance Designer.

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Tastefully Unique Kyle Baker Thao Bui Allyson Flournoy Kyle Provo Alyssa Shelton
The concept of this campaign is driven by an emphasis on brand awareness and thorough understanding of customers' behaviors. situation coburg pizza company has been struggling to establish its brand in the new location and community. recommendation This campaign creates a new brand persona that understands what the customers want. implication we introduce the new logo that defines a new personality of coburg pizza company and the seamless experience that serves our target audiences. 1
TO CREATE A SPRINGBOARD FOR THIS CAMPAIGN, WE CONDUCTED SEVERAL STUDIES ON CURRENT PERCEPTION OF THE RESTAURANT AND ITS SERVICES. Online Survey FOCUS GROUP OBSERVATION 2
IN ORDER TO ESTABLISH ITS DOMAIN IN A NEW NICHE MARKET, IT IS ESSENTIAL FOR COBURG PIZZA COMPANY TO IDENTIFY ITS NEW TARGET AUDIENCES. Similarities Adventurous Active and busy Open-minded Convenience-driven Technologically savvy WORKING MOMS Foodies VISION Awareness High Food Quality Convenience Genuine Relationship Brand Loyalty 3
Knowing the needs and wants of the target audiences provides coburg pizza company with the means to revamp its brand vision. 67% of moms choose smartphones over TV Bargain shoppers 72% of moms have a profile on Facebook WORKING Seek assurance from peers 86% of moms listen to radio MOMS Prefer brands to be tech-savvy Foodies Information hungry Foodies are mostly 25-34 years old & more High awareness of media likely to live on the Pacific Coast Willingness to travel for food 23% of U.S. leisure travelers choose their destination based on culinary options. 4
The feasibility of this campaign relies heavily on the complete realization of set objectives derived from thorough need assessment. 1. Increase awareness among the two target audiences 2. Increase store visits among target audiences by 5% in 3 months 3. Increase lunch traffic by 20% in 3 months 5
The media plan consists of traditional media and digital media that speak to our target audiences. Billboards radio Creatively savory cuisine foo the adventurouu soul. No matter how full your plate is there’s always room for Pizza. Location: Springfield radio stations Time: Lunch and before dinner hours Goal: Present the restaurant as a quick and easy way to prepare family dinner Locations: Main Street, I-105, and Franklin Boulevard Time: Summer Goal: Increase awareness by portraying Coburg Pizza Company’s new personality. 6
both target audiences are active on social media; therefore, good communication on social websites is crucial. Focus on working moms Advertise take-and-bake & fundraising events Hightlight history & milestones Promote Facebook deals Keep track of negative reviews & reply Encourage customers to write reviews Update short news Target foodies Create conversations with different groups Promote lunch menu & Twitter deals 7
both target audiences value expert opinions while making decisions. Magazines food blogs Focus on travel and food magazines Increase online presence for Outreach to foodies living outside Coburg Pizza Company Eugene and Springfield area Generate conversations about the brand why? why? Working moms and foodies value Bloggers are influential. lifestyle statements from magazines. Foodies have high awareness of media and They want to be informed about new dining like to navigate the Internet. trends. They go out of their way to find new information. 8
to bring the brand closer to the new community, we plan to implement special programs in an attempt to attract local customers. october National Pizza Month Host a pizza recipe contest during September Choose the winner in October Feature the winning recipe in the restaurant Donate proceeds to a local organization Other rotating special events Little league sponsorship Sponsor East Lane Little League Increase awareness among moms Strengthen community involvement 9
the campaign will put coburg pizza company on the dining map of eugene and springfield area. travel lane county membership Information hub for tourists and locals Exposure via different channels Network of other local businesses and organizations family meal deal Loyalty program for working moms and families Valued meal deals and fun pass to local attractions social media contest Distributions of the logo cutout Photo contest through social media every quarter Winner chosen by voting via social media websites 10
besides proper media channels, better customer service and dining experience are vital. lunch service dinner service •Lunch insert in main menu •Wait staff to introduce menu •Menu placement in visible places •Rearrangement of the entrance •Promotions on social media •Avoidance of dining interruption •Lunch punch card •Introduction to reward program •Employees recommendation menu redesign LUNCH MENU Daily Gourmet Slices 3.79- 5.49 The Slice Special Buy a Gourmet Slice Di Giorno and add a Casata or Company Caesar Singolo Salad & Pepsi for only 2.49 more! Lunch Sized Salads Shrimp Salad 9.49 Tuscan Chicken Salad 8.49 Chicken Caesar Salad 7.99 Chipotle Chicken Salad 7.99 •Simple and clean layout La Fiesta Salad 6.49 Greek Salad 7.49 Oriental Salad 8.49 Spinach & Bacon Salad 6.49 The Chef’s Salad 8.49 Fresh Garden Salad 5.99 •Reorder food items Zuppa Di Giorno Soup of the Day and Stix 4.49 Focaccia Sandwich Served with Kettle Chips or Fruit Classic Italian Focaccia: Copacola, Mortadella, Salami, Pepperoni, Mozzarella, Tomato, Banana Peppers and Herbed-mayo •Matching personality 6.99 Turkey Focaccia: Turkey, Lettuce, Tomato, Mozzarella, and Garlic Herbed-Mayo OR Turkey, Cream Cheese, and Cranberry Sauce 6.99 Italian BLT Focaccia: Bacon, Lettuce, Tomato, and Garlic Herbed-Mayo 6.99 Veggie Focaccia: Spinach, Mushrooms, Red Bell Peppers, Tomatoes, Onions, Banana Peppers, Mozzarella, Cream Cheese, and Garlic Herbed-Mayo 6.99 Hot Stuffed Tramezzini Served with Kettle Chips or Fruit Stuffed Italian Sausage: Mild Italian Sausage, Mozzarella, Onion, Bell Pepper, and Our Special Pizza Sauce 6.99 Stuffed Meatball: Meatball bites, Mozzarella, Onions, Green Peppers, and Pizza Sauce 6.99 New Stuffed Pizza: Pepperoni, Mozzarella, Onions, Green Peppers, and Pizza Sauce 6.99 Stuffed Chipotle Chicken: Smokey Chicken breast, Corn, Roasted Red Bell Peppers, Onions, and our Spicy Chipotle Ranch 6.99 Stuffed Chicken Bacon Ranch: Smokey Chicken breast, Country Bacon, Tomatoes, Onions and Creamy Ranch 6.99 90999 S. Willamette St. • Coburg, Oregon 1710 Centennial boulavard • Springfield, Oregon 541 • 484 • 6600 11
to bring convenience to our target audiences, the website redesign gives a clear purpose while maintaining the new brand persona. A source of important information & news Easy and simple navigation ‘Online Ordering’ section New mobile site for easy access via smartphones 12
retaining existing customers is a crucial part of this campaign as we want to maintain the relationship. What's a pizza without Cheese? Tomatoes are red Pepperoni is too What are WE without YOU? They say if you LOVE someone, 541.484.6600 they will always COME BACK to you Doughn't think we could forget your birthday! Send quarterly postcards to lazy customers 13 Send birthday postcards to registered customers
to maximize the results, a strategic media schedule is essential. 14
this is an estimated cost of the campaign to achieve the set goals. Budget Q4 (2013) Q1 (2014) Q2 (2014) Q3 (2014) OctoberNovemberDecmeber January February March April May June July August September Radio 30 Second ad $500 $500 $500 $500 $500 $500 $250 $250 $250 $250 $250 $250 DJ Endorsement $0** $0** $0** $0** $0** $0** $0** $0** $0** $0** $0** $0** Website Mobile $350 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Social Media Facebook $200* $100* $100* $100* $100* $100* $100* $100* $100* $100* $100* $100* Twitter $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* Billboards CBS Outdoor $0 $0 $0 $0 $0 $0 $4500 $2000 $2000 $4500 $2000 $2000 Review Sites Urbanspoon $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* Yelp $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* Postcards Lazy Customer $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Birthday $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Public Relations Little League Team $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 Travel Lane County $25 $25 $25 $25 $25 $25 $25 $25 $25 $25 $25 $25 membership TOTAL $1125 $675 $675 $675 $675 $675 $4925 $2425 $2425 $4925 $2425 $2425 *Cost of Intern **Cost of pizza or trade Annual Cost $24,050 15
the key to success is to know the audiences and to cater to their needs and wants. •Outreach to new target audiences •Understand customers’ behaviors •Utilize proper media channels •Establish a genuine relationship 16
Thank You Kyle Baker Thao Bui Allyson Flournoy Kyle Provo Alyssa Shelton

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Coburg Pizza Company Rebranding by 3PM Cut Off

  • 1. Tastefully Unique Kyle Baker Thao Bui Allyson Flournoy Kyle Provo Alyssa Shelton
  • 2. The concept of this campaign is driven by an emphasis on brand awareness and thorough understanding of customers' behaviors. situation coburg pizza company has been struggling to establish its brand in the new location and community. recommendation This campaign creates a new brand persona that understands what the customers want. implication we introduce the new logo that defines a new personality of coburg pizza company and the seamless experience that serves our target audiences. 1
  • 3. TO CREATE A SPRINGBOARD FOR THIS CAMPAIGN, WE CONDUCTED SEVERAL STUDIES ON CURRENT PERCEPTION OF THE RESTAURANT AND ITS SERVICES. Online Survey FOCUS GROUP OBSERVATION 2
  • 4. IN ORDER TO ESTABLISH ITS DOMAIN IN A NEW NICHE MARKET, IT IS ESSENTIAL FOR COBURG PIZZA COMPANY TO IDENTIFY ITS NEW TARGET AUDIENCES. Similarities Adventurous Active and busy Open-minded Convenience-driven Technologically savvy WORKING MOMS Foodies VISION Awareness High Food Quality Convenience Genuine Relationship Brand Loyalty 3
  • 5. Knowing the needs and wants of the target audiences provides coburg pizza company with the means to revamp its brand vision. 67% of moms choose smartphones over TV Bargain shoppers 72% of moms have a profile on Facebook WORKING Seek assurance from peers 86% of moms listen to radio MOMS Prefer brands to be tech-savvy Foodies Information hungry Foodies are mostly 25-34 years old & more High awareness of media likely to live on the Pacific Coast Willingness to travel for food 23% of U.S. leisure travelers choose their destination based on culinary options. 4
  • 6. The feasibility of this campaign relies heavily on the complete realization of set objectives derived from thorough need assessment. 1. Increase awareness among the two target audiences 2. Increase store visits among target audiences by 5% in 3 months 3. Increase lunch traffic by 20% in 3 months 5
  • 7. The media plan consists of traditional media and digital media that speak to our target audiences. Billboards radio Creatively savory cuisine foo the adventurouu soul. No matter how full your plate is there’s always room for Pizza. Location: Springfield radio stations Time: Lunch and before dinner hours Goal: Present the restaurant as a quick and easy way to prepare family dinner Locations: Main Street, I-105, and Franklin Boulevard Time: Summer Goal: Increase awareness by portraying Coburg Pizza Company’s new personality. 6
  • 8. both target audiences are active on social media; therefore, good communication on social websites is crucial. Focus on working moms Advertise take-and-bake & fundraising events Hightlight history & milestones Promote Facebook deals Keep track of negative reviews & reply Encourage customers to write reviews Update short news Target foodies Create conversations with different groups Promote lunch menu & Twitter deals 7
  • 9. both target audiences value expert opinions while making decisions. Magazines food blogs Focus on travel and food magazines Increase online presence for Outreach to foodies living outside Coburg Pizza Company Eugene and Springfield area Generate conversations about the brand why? why? Working moms and foodies value Bloggers are influential. lifestyle statements from magazines. Foodies have high awareness of media and They want to be informed about new dining like to navigate the Internet. trends. They go out of their way to find new information. 8
  • 10. to bring the brand closer to the new community, we plan to implement special programs in an attempt to attract local customers. october National Pizza Month Host a pizza recipe contest during September Choose the winner in October Feature the winning recipe in the restaurant Donate proceeds to a local organization Other rotating special events Little league sponsorship Sponsor East Lane Little League Increase awareness among moms Strengthen community involvement 9
  • 11. the campaign will put coburg pizza company on the dining map of eugene and springfield area. travel lane county membership Information hub for tourists and locals Exposure via different channels Network of other local businesses and organizations family meal deal Loyalty program for working moms and families Valued meal deals and fun pass to local attractions social media contest Distributions of the logo cutout Photo contest through social media every quarter Winner chosen by voting via social media websites 10
  • 12. besides proper media channels, better customer service and dining experience are vital. lunch service dinner service •Lunch insert in main menu •Wait staff to introduce menu •Menu placement in visible places •Rearrangement of the entrance •Promotions on social media •Avoidance of dining interruption •Lunch punch card •Introduction to reward program •Employees recommendation menu redesign LUNCH MENU Daily Gourmet Slices 3.79- 5.49 The Slice Special Buy a Gourmet Slice Di Giorno and add a Casata or Company Caesar Singolo Salad & Pepsi for only 2.49 more! Lunch Sized Salads Shrimp Salad 9.49 Tuscan Chicken Salad 8.49 Chicken Caesar Salad 7.99 Chipotle Chicken Salad 7.99 •Simple and clean layout La Fiesta Salad 6.49 Greek Salad 7.49 Oriental Salad 8.49 Spinach & Bacon Salad 6.49 The Chef’s Salad 8.49 Fresh Garden Salad 5.99 •Reorder food items Zuppa Di Giorno Soup of the Day and Stix 4.49 Focaccia Sandwich Served with Kettle Chips or Fruit Classic Italian Focaccia: Copacola, Mortadella, Salami, Pepperoni, Mozzarella, Tomato, Banana Peppers and Herbed-mayo •Matching personality 6.99 Turkey Focaccia: Turkey, Lettuce, Tomato, Mozzarella, and Garlic Herbed-Mayo OR Turkey, Cream Cheese, and Cranberry Sauce 6.99 Italian BLT Focaccia: Bacon, Lettuce, Tomato, and Garlic Herbed-Mayo 6.99 Veggie Focaccia: Spinach, Mushrooms, Red Bell Peppers, Tomatoes, Onions, Banana Peppers, Mozzarella, Cream Cheese, and Garlic Herbed-Mayo 6.99 Hot Stuffed Tramezzini Served with Kettle Chips or Fruit Stuffed Italian Sausage: Mild Italian Sausage, Mozzarella, Onion, Bell Pepper, and Our Special Pizza Sauce 6.99 Stuffed Meatball: Meatball bites, Mozzarella, Onions, Green Peppers, and Pizza Sauce 6.99 New Stuffed Pizza: Pepperoni, Mozzarella, Onions, Green Peppers, and Pizza Sauce 6.99 Stuffed Chipotle Chicken: Smokey Chicken breast, Corn, Roasted Red Bell Peppers, Onions, and our Spicy Chipotle Ranch 6.99 Stuffed Chicken Bacon Ranch: Smokey Chicken breast, Country Bacon, Tomatoes, Onions and Creamy Ranch 6.99 90999 S. Willamette St. • Coburg, Oregon 1710 Centennial boulavard • Springfield, Oregon 541 • 484 • 6600 11
  • 13. to bring convenience to our target audiences, the website redesign gives a clear purpose while maintaining the new brand persona. A source of important information & news Easy and simple navigation ‘Online Ordering’ section New mobile site for easy access via smartphones 12
  • 14. retaining existing customers is a crucial part of this campaign as we want to maintain the relationship. What's a pizza without Cheese? Tomatoes are red Pepperoni is too What are WE without YOU? They say if you LOVE someone, 541.484.6600 they will always COME BACK to you Doughn't think we could forget your birthday! Send quarterly postcards to lazy customers 13 Send birthday postcards to registered customers
  • 15. to maximize the results, a strategic media schedule is essential. 14
  • 16. this is an estimated cost of the campaign to achieve the set goals. Budget Q4 (2013) Q1 (2014) Q2 (2014) Q3 (2014) OctoberNovemberDecmeber January February March April May June July August September Radio 30 Second ad $500 $500 $500 $500 $500 $500 $250 $250 $250 $250 $250 $250 DJ Endorsement $0** $0** $0** $0** $0** $0** $0** $0** $0** $0** $0** $0** Website Mobile $350 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Social Media Facebook $200* $100* $100* $100* $100* $100* $100* $100* $100* $100* $100* $100* Twitter $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* Billboards CBS Outdoor $0 $0 $0 $0 $0 $0 $4500 $2000 $2000 $4500 $2000 $2000 Review Sites Urbanspoon $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* Yelp $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* $0* Postcards Lazy Customer $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Birthday $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Public Relations Little League Team $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 Travel Lane County $25 $25 $25 $25 $25 $25 $25 $25 $25 $25 $25 $25 membership TOTAL $1125 $675 $675 $675 $675 $675 $4925 $2425 $2425 $4925 $2425 $2425 *Cost of Intern **Cost of pizza or trade Annual Cost $24,050 15
  • 17. the key to success is to know the audiences and to cater to their needs and wants. •Outreach to new target audiences •Understand customers’ behaviors •Utilize proper media channels •Establish a genuine relationship 16
  • 18. Thank You Kyle Baker Thao Bui Allyson Flournoy Kyle Provo Alyssa Shelton