DiGiorno Pizza by: Numero Unos

1. DiGiorno Pizzaby:Numero Unos

2. Our Team… …Numero Unos • Kellee Bassaragh, Co-Account Management Lead • Krystina DeSadier, Co-Account Management Lead • Patrick Osaji, Co-Creative Director • Charles Turnage, Co-Creative Director • Isaure Moorehead, Planning Director • Kai Penn, PR/Media Director • Nicole Mitchell, Events Director • Haitao Sun, Business Intelligence

3. Agenda • The Assignment • IMC • Who Are They? • Objectives • The Right Fit • The Big Idea • Creative • Media and Contact Plan • Events • DiGiorno’s Permanent Impact • Q&A

4. The Assignment

5. Assignment Statement Create a strategic marketing plan and present an integrated creative campaign that will increase awareness of the DiGiorno pizza brand among African American (AA) college students.

6. How Big Is the Pie? (Opportunity) • As of 2004, there were roughly 2 million AA undergraduates • Younger target audience could prospectively carry the brand from generation to generation • By catering to this market today, we are creating a potential loyal consumer market for tomorrow U.S. Dept. of Education, 2004

7. What We Did • Used text messaging via cell phones to conduct surveys • Man on the street interviews and surveys • Collectively polled approximately 100 AA college students Numero Unos Group Research, 2008

8. Integrated Marketing Communications

9. Why Use An IMC Approach? • Use as a natural fit to AA lifestyles • To hit consumer with various mediums from different angles

10. Who Are They?

11. Target Audience • 18-24 AA college students • Single • College Dorms • College Apartments • High school diploma/some college

12. Target’s Interests • Enjoys watching sporting events (Professional and NCAA) • Physically active in sports (track and football) • Attends music concerts and purchases CDs (R&B, rap, hip-hop) • Eats fast food • Entertainment and technology enthusiasts • Enjoys spending free time with friends and family • Shopping and going to movies

13. Target’s Key Behaviors • Frequent carry-out and delivery pizza users • Low volume premium frozen pizza buyers

14. Objectives

15. Marketing Objectives • Penetration of households • Elevation of sales

16. Marketing Challenge To convince AA college students that the DiGiorno brand is not your typical frozen pizza. It has the same quality as CO/D pizza.

17. Communication Objectives • To abandon the frozen food category and be seen as CO/D to our targeted consumers • Raise awareness • Shift perception • For consumers to taste/try the brand

18. The Right Fit

19. Core Insights: Rationale for Strategy • DiGiorno fails to meet extreme popularity to our market because the brand has not been introduced in their youth, thus preventing any loyalties • Frozen pizza isn’t considered the primary choice of food • Pizza contributes to the idea of socialization because individuals are consuming from one item, bringing together friends and family • Many college students hate waiting long periods of time for their delivery pizza, thus DiGiorno can be their primary choice • Their has been a lack of inclusion of our targeted audiences (faces, situations, environment) • Target is money concsious and therefore that reflects in what food they eat

20. Original Positioning For adults to view carry-out/delivery (CO/D) as the ultimate form of pizza by emphasizing DiGiorno’s hot, fresh toppings, rising crust, and restaurant-like taste.

21. Our Slice For AA college students who view CO/D as the pinnacle of all pizzas, DiGiorno provides CO/D quality pizza with fresh toppings and a rising crust for a portion of the price in the convenience of your own room.

22. Benefit Statement With DiGiorno and its rising crust and fresh toppings, you can have the fresh baked taste you expect from CO/D pizza whenever you want it.

23. Support • Hot and fresh • Steaming hot from the oven/microwave • Soft, rising crust • FAST- no wait, no line, no walk • Affordable

24. Rising to the Occasion

25. Rising to the Occasion: Defined • Fulfilling the expectations of parents, alumni, university staff the surrounding community and most importantly, the students • Students not only show the best they can be through academic excelence and achievement but also through step shows, bands, and dance teams • Manifest itself in every aspect of their student lives: • Starting school, acing exams, defeating a rival team students must “Rise to the Occasion” • Students are starting to understand the real world and must step up to be successful • DiGiorno will Rise to the Occasion by being comparable to CO/D in the eyes of the hard to please AA college market

26. The Creative To create print ads, event posters, and an interactive web banner to promote and expand the DiGiorno brand to AA college students.

27. Media & Contact Strategy

28. Events In hopes of introducing or reintroducing the brand to the target audience, DiGiorno would hope to sponsor popular and traditional events that would fall within Welcome Week, Homecoming, and Finals Week.

29. Types of Events Finals Week Welcome Week Homecoming

30. Welcome to Campus!

31. Say You’re Welcome to Your Taste Buds! • Adopt explicit consumer mentality • Reach students when they arrive • Buying first groceries of the year (parent’s money)  redeem coupons • Hungry, tired, and frustrated from moving into dorms • A refresher

32. Finals Week • Stressed, tired, hungry • Snack break • Recharges them • Re-introduction to brand • TASTING the product

33. Homecoming • Unification IT’S AN EXPERIENCE! • Momentous • Excitement • Competitive

34. Targeted Schools

35. Jackson State University (Jackson, MS) 6,618 Morehouse College (Atlanta, GA) 2,670 Spelman College (Atlanta, GA) 2,226 Clark Atlanta University (Atlanta, GA) 3,250 Florida A&M (Tallahassee, FL) 9,016 Hampton University (Hampton,VA) 4,348 Howard University (Washington DC) 6,088 Schools & Total Number of African-Americans *First-time degree seeking freshmen

36. More Schools • Arkansas State University (Fayetteville, AR)2,159 • University of Missouri (St. Louis, MO) 2,739 • University of Nevada (Las Vegas, NV)1,794 • University of Texas (San Antonio, TX)2,223 • University of Southern California (LA, CA) 913

37. Radio • Provides the opportunity to promote DiGiorno’s name not only at college campuses but throughout the city as well • Large image in AA market • Want DJ chatter and live radio remotes

38. Radio Stations • WJMI - 99.7 (Jackson, MS) • WHTA- 107.9 (Atlanta, GA) • WWLD- 102.3 (Tallahassee, FL) • WHOV- 88.1 (Hampton, VA) • WPGC- 95.5 (Washington, D.C.) • KWUR- 90.3 (St. Louis, MO) • KPWT- 106.7 (San Antonio, TX) • KXUA- 88.3 (Fayetteville, AR) • KVEG- 97.5 (Las Vegas, NV)

39. Print It has been discovered that our demographic reads publications such as Slam, Cosmopolitan and Vibe because they delves into their lifestyles.

40. 2009-2010 DiGiorno Pizza Print Overview 2009-2010 DiGiorno Pizza Print Overview Retrieved from official website of Cosmopolitan Magazine, Seventeen Magazine, Slam Magazine, Sports Illustrated Magazine, and Vibe Magazine. Retrieved from official website of Cosmopolitian magazine, seventeen magazine, Slam Magazine, Sports Illustrated Magazine, and Vibe Magazine.

41. Online In consideration of its popularity and convenience this new medium will reach a significant amount of African American college students. • Recommend exploring coupon Distribution

42. Internet Banner

43. Websites • Facebook.com • Youtube.com • Within last two years became top websites for target

44. Media Plan

48. Media Flow Chart Media Flow Chart Retrieved from official websites of Cosmopolitan Magazine, Seventeen Magazine, Slam Magazine, Sports Illustrated Magazine, and Vibe Magazine. counseling provided by Mr. Richard Harvey

49. DiGiorno’s Permanent Impression

50. Lasting Impression • Presence of pizza when event is over • Convenience in dorms • To create as a staple