Ryan reardon papa john's campaign

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ADV 420 New Media Drivers License Papa John's PR Strategy

Marketing

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

Target Audience
College Campuses
Freshman to Doctoral Students

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

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

The Big Idea
Create Buzz
Offer Deals/Contests
Student Involvement

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

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

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

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

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Ryan reardon papa john's campaign

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

Ryan reardon papa john's campaign

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