Buyer Persona

Business Letter

124 Bark Hill Road 

Longmeadow, MA 01106

(310) 867-1886 

talrowili@pizzahut.com  

November/29/2015 

232 Harvest Road 

Los Angeles, CA 85264

(432) 547-9912

frank@gmail.com 

Dear Consumer: 

My name is Turki Alrowili, I am the marketing manager at Pizza Hut. I am writing this letter to inform you about our new identity and our new menu.

We at Pizza Hut are honored that our team put so much time and effort into researching new and exciting product for our customers and fans. Here at Pizza Hut, we always create new recipes and come up with innovative ideas that Pizza Hut Customers will love. 

Nine new ingredients. Twelve new recipes. Five fresh crusts. New slim slice pizza. Nine new flavors. A new order experience at our website, a new uniform, new boxes and new logo. It is the biggest change in Pizza Hut history.

Thank you for being a valued customer for Pizza Hut. 

Sincerely, 

Turki A. Alrowili 

Marketing Manager 

Pizza Hut

Social Media Campaing for Pizza Hut

COURSE NAME: CIM503 - Professional Communication Strategies 

Social Media Campaign (SMC) for:

Pizza Hut

 

Introduction 

Pizza Hut is a subsidiary of Yum Brands, "delivers more pizza, pasta and wings than any other restaurant in the world". Pizza hut now is the largest pizza company in the world. Pizza Hut has dominated the pizza category for over 57 years. Pizza Hut has continued its leadership in innovation by being on the forefront of E-commerce. Online ordering was first introduced 10 years ago, and the site is continually optimized to make ordering easier and faster for consumers.

Action Item for the SMC: (What will the consumers do for their call to action) 

They will order, use the hashtag and follow on social media site. 

Objective: The objective of this campaign is to get more press for Pizza Hut and to have them shine in a successful light. The purpose is to revamp their YouTube, Facebook, Twitter, Instagram and Snapchat accounts so that they receive more response, and to create and an advertising campaign that allows for an increase in sales in the present and future. The result that is expected from this campaign is everlasting success for Pizza Hut and a major increase in sales. 

Time frame: The time frame for the campaign will be from 1/1/2016 until 1/20/2016, along with a Pizza Hut biggest change in its business since it started over 56 years ago. The rebranding effort consisted of changes in almost all aspects of Pizza Hut’s identity. The change included a new menu, logo, website, and new packaging.  

Target Audiences: The target audience for Pizza Hut will be college students to mid-40s adults. This is because most people in this age range will still be looking for the type of deals that Pizza Hut can and does supply. However, there are still people below college level or older than mid 40s that will buy Pizza Hut. 

Problem: One problem in this campaign is that there is a very broad target audience and area that Pizza Hut can reach out to. Another is that Pizza Hut can always be creating different types of campaigns to use for their diverse target audiences.  

Solution: The solution to the problem for Pizza Hut is to create a campaign that will work for the majority of their target audience. Pieces of the campaign will be displayed on YouTube, Facebook, Twitter, Instagram and Snapchat. For example, we will use a specific hashtag for users of these apps to use.  

Hashtag Campaign on Social Media: 

#JustNeedPizza

Everyone has bad days, and it is these days when we need pizza the most. Pizza is comfort food. Our hashtag aims to remind people that Pizza Hut is still here for them. 

#PizzaLover 

Some days you eat salads and go to the gym, some days you eat cupcakes and refuse to go to the gym. When you do so maybe you should eat pizza. It is called balance.

Social Media Presence:  

You Tube

• 1 billion users visit YouTube and over 6 billion hours of video are watched each month. 
• YouTube video marketing is extremely cost-effective. 
• 60% of consumers will spend at least two minutes viewing a video to obtain information for a planned purchase. 
• Consumers are motivated to buy after watching a video. 

Snapchat

• Snapchat is allowed to put up full- screen advertisements. 
• Snapchat stories content was being viewed 500 million times per day. 
• Many companies began to establish their own Snapchat accounts and post content on their Stories for their followers/friends to see. 

Facebook 

• 890 million daily active users on average. 
• 1.19 billion active users on their mobile. 
• Unlike TV ads, Facebook’s video advertising feature knows what you like and dislike. 
• Reaching the targeted audience. 

Evaluation: The campaign’s success will be measured by an increase/decrease in sales, number of people that use the hashtag and the increase/decrease in the number of followers on each social media site. 

Conclusion: Overall, this campaign will develop a program for Pizza Hut to use to raise the amount of sales they have, and increase the number of loyal customers. 

Write out the Narrative: Frank finished his work. This day, he supposed to pick up food for dinner. He was thinking of pizza. He went online to order one where he saw a Pizza Hut advertisement. He saw the new fresh crust, ingredients, sauces and flavors. He did order. He also used the hashtag to tell his friends and he followed Facebook to get offers.