Bacinos

PRAD 339

Bacinos: Real Tastes Better

Table of Contents
Executive Summary Introduction Situation Analysis Brand Analysis Competitive Analysis Market Analysis Key Problems, Opportunities & Ideas SWOT Analysis Target Market Prole Marketing Objectives Communication Objectives Advertising Objectives Strategies/ Key Selling Ideas Creative Brief Tactics Slogan/ Tagline Redesign 16 19 20 CTA Ads Summary Sources 35 37 38 14 15 Media Schedule Higher Budget Ideas 33 34 10 11 12 13 Event Marketing Sampling Guerilla Marketing Estimated Budget 29 30 31 32 2 3 4 5 7 8 9 Website Redesign Advertising Elements E-Mail Lists Partnerships Social Media Contests SEO 21 22 24 25 26 27 28

Bacinos: Real Tastes Better

Executive Summary
Bacinos is a Chicago pizzeria that has been around for over 30 years. The

company creates original deep-dish pizzas that feature real and fresh ingredients. Recently, the restaurants have been lacking with brand recognition and awareness. To solve this issue, we have created the Real Tastes Better campaign which aims to establish brand awareness among a target audience of men and women ages 20-45 who have a college degree or higher with an income of $20,000-$65,000 and live in the Chicago area. Bacinos provides excellent ingredients and this needs to be shown to the

target market. Weaknesses include a long wait time, bland crust, and inefcient use of social media. However, Bacinos is in good standing with the community and has generally high ratings on review websites. Some of the key points of this campaign include effective use of social

media, great advertisements, and establishing a connection with Bacinos use of real ingredients and the target market. There are plenty of opportunities to create buzz using Real Tastes Better, and this plan book will go more in-depth on how this will be achieved.

Bacinos: Real Tastes Better

Introduction
HISTORY: HISTORY: Bacinos pizza was founded by Dan Bacin, who opened the restaurant 30 years ago in Lincoln Park with his wife, Linda. Together they have opened three additional locations, two of which are pizzerias and the other two trattorias. Bacin wanted to to be different than those who use processed foods - he wanted to use fresh products fresh mozzarella cheese, fresh vegetables, and fresh dough. This is where the idea of a heart-healthy stuffed spinach pizza came from, which became Americas 1st Heart Healthy Pizza. Additional Info: Bacinos is in a very competitive market. Some of their competitors include Pizza Hut, Ginos East and Lou Malnatis. Secondary competitors are hot dog joints, Als Steak, Chipotle, and others. Bacinos needs to make the brand more recognizable. Doing this will have a very positive outcome which will ultimately increase sales.

Bacinos: Real Tastes Better

Situation Analysis
Economic Challenge: The restaurant franchise industry is fast-growing, with high risks and rewards. As many as 90% of restaurants franchises fail in the rst year. Over 4000 U.S pizzerias open and close annually, most of which are independent operations.The U.S. pizza market is highly competitive. Franchises, including Pizza Hut and Dominos Pizza, account for nearly 60% of the market.

Adapting to Change: Some of the trends include providing healthier options, with locally produced and organic ingredients, offering low price deals and promotions, and online ordering.

Growth Opportunities: 93% of Americans eat at least one pizza per month, and pizza represents almost $40 billion in sales per year. Smartphone applications offering ordering and delivery options account for over 70% of the Millennial demographic groups ordering preferences, and offer a great promotional tool for offers and coupons.

Bacinos: Real Tastes Better

Brand Analysis
Who Is Bacinos? Originally established on Lincoln ave, Bacinos Pizza has been a part of Chicago for over 30 years. Bacinos founder, Dan Bacin, decided to use only the freshest ingredients which are 100% natural. It is a full service pizzeria, or a sitdown restaurant where the food is served to the table. It also offers take-out and delivery services. Products Bacinos is most widely recognized for having Chicagos rst hearthealthy pizza (Stuffed Spinach), but it also provides a list for many other choices both stuffed and thin style pizza. With ve different pizzas to choose from, having a build-your-own option is very useful. In order to cater to a larger group of consumers Bacinos offers a breakfast menu in addition to lunch and dinner. Each is vegetarian friendly, and with authentic Italian meals the prices are very reasonable. Distribution Each restaurant is suited to t the different locations, though each store maintains the same goals in providing a great meal and experience. For example, the location in LaGrange takes pride in their authentic Napoletana Wood Fired Pizzas, Homemade Ravioli and comfortable outdoor patio. Bacinos offers and specializes in catering events with a number of dining rooms for large parties or other events. Promotion Bacinos lacks efciency when it comes to circulating its name in certain areas. Not many people are aware of its presence or what it provides. Most of its advertising is done through events such as the Taste of Chicago or by word of mouth.

Bacinos: Real Tastes Better

Brand Analysis (Cont.)

How might the brand be leveraged? Bacinos should focus on its real and fresh ingredients which sets it apart from many other pizzerias. Work to increase brand awareness by creating a memorable and like-able brand that appeals to consumers. Values- Fresh Ingredients. Delicious Taste. Treating yourself. Vision- Bacinos is not a regular pizzeria. Its fresh ingredients, such as 100% real Wisconsin cheese, makes it a premium pizza.

Bacinos: Real Tastes Better

Competitive Analysis

COMPANY

Ginos East

Lou Malnatis $1-$2 cheaper per pizza

Pizza Hut $10 for any size pizza

AVERAGE COST: $4-$5 more per pizza

MARKETS ITSELF AS:

The Original and The BEST deep Legendary Deep dish pizza in the Dish Pizza world

Americas favorite pizza

ADDITIONAL INFO:

Offers less pizza Operates in 34 Over 50 years of size options locations in the franchise Operates 12 Chicagoland area experience locations in the Significant Chicagoland area market share

Bacinos: Real Tastes Better

Market Analysis
The Chicago markets big pizzerias include Lou Malnatis, Giordanos, Pizanos, and Pequods. Pizza chains (Pizza Hut, Dominos, Papa Johns, etc) exist throughout Chicago and offer a cheaper alternative Overall, the pizza business is faring OK, with at sales of about $38 billion over each of the past three years, said Jeremy White, editor of Pizza Today. The pizza business has been treading water while overall restaurant revenue sank. One of the greatest highlights of the pizza industry is its high versatility and customization for consumer preferences.

Bacinos: Real Tastes Better

Key Problems, Opportunities, & Ideas

Key Problems Low brand recognition Consumer is unaware of brand and location Confusion of Bacinos vs BellaBacinos. Low personal involvement with brand

Key Opportunities Provides a different feeling opposed to its competitors (traditional, family-friendly, relaxed environment). Can be positioned as fresh and heart-healthy (Spinach Pizza was named Heart Healthy).

Key Insights People need to be educated on Bacinos history and what it is. Bacinos needs to build awareness and clearly set itself apart from its competitors.

Bacinos: Real Tastes Better

SWOT Analysis

Strengths
Good reputation (30 Years) Health-conscious pizza Award-winning wine Good reviews on Yelp

Weaknesses
Long wait time Two brand names Crust is bland Social Media

Opportunities
Great locations Rise in healthconscious consumers Good standing w/ community Good things are worth waiting for

Threats
High competition BellaBacinos font restrictions Competition has more options Website is out-of-date

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Bacinos: Real Tastes Better

Target Market Profile

Who: Men and women ages 20-40

Location: Live in either the Loop, North Side of Chicago or La Grange.

Average Income: $20,000- $45,000

Education: Education: College degree or higher

Status: Single, couples, or families

Lifestyle: Health-conscious people who care about what they are feeding their bodies. They are family oriented. They keep up with trends and are involved with the community.

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Bacinos: Real Tastes Better

Marketing Objectives
Increase presence in social media followers by 25% among target audience. Increase sales of Bacinos pizza by 10% compared to the previous year. Establish top-of-the-mind awareness in 50% of the market by six months into the campaign.

Rationale for Marketing Objectives Our marketing objectives are based on the key problems, opportunities, and insights that Bacinos currently holds. Many people do not know what Bacinos is or what it sells, including people who live in the area. Our objectives can be reached by utilizing different tactics and by using social media effectively. We want Bacinos to stay on top of the consumers mind. Many people use social media to talk about and communicate with their favorite brands. Bacinos is currently lacking a strong social media presence. We need to increase use because the target audience keeps up with trends and social media is one of them. An increase in social media will allow Bacinos to see what people love about it and what they should work on. It also has the potential to get new people interested in visiting Bacinos. Not only will this be a good place for the consumers to communicate, but also for Bacinos to spread its message. It can share its story through the use of strong social media. It would be a good way to let the community know of how much Bacinos contributes to the community. All of this, in turn, can turn into sales.

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Bacinos: Real Tastes Better

Communication Objectives
Establish a connection between real ingredients and Bacinos. Increase overall awareness and brand recognition of Bacinos.

Rationale for Communication Objectives Our communication objectives come very naturally to Bacinos. Positioning Bacinos as the pizza and brand with the real ingredients would t perfectly with the target audience because they care about what goes into their food. They do not worry about cost as much as they do about health. The pizza at Bacinos is made with the best ingredients. It is made of 100% real Wisconsin cheese. Only fresh vegetables and homemade sauce from scratch are used. This message needs to be stronger for Bacinos. Giving Bacinos brand recognition will help its customers be loyal consumers. It will stimulate the desire of having a fresh, delicious Bacinos pizza.

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Bacinos: Real Tastes Better

Advertising Objectives
Build emotional connection with Bacinos. Traditional, but a fun and open place to be.

Establish a clear, strong brand message: The freshest pizza in Chicago. Fresh Ingredients

Rationale for Advertising Objectives Bacinos has not been connecting with its customers on a personal level as a brand. To be successful, we need to develop an emotional connection through sampling and events. Another way to build emotional connection is to use social media to keep customers aware that Bacinos is involved in various community events and sponsorships. Establishing a strong and clear brand message will keep Bacinos in the minds of loyal customers and attract new customers.

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Bacinos: Real Tastes Better

Strategies & Key Selling Ideas

Position Bacinos as the pizza and brand with the freshest ingredients Creating special partnerships / using events to attract target Highlight community service that Bacinos takes part in Managing Twitter and Facebook pages constantly to be in constant communication with its customers Building a relationship with customers

Key Selling Ideas: Bacinos deep dish pizza is unique because it is made with fresh, natural and real ingredients. It is different than the average pizza placea Chicago family-owned business that has been around many years and truly values its customers.

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Bacinos: Real Tastes Better

Creative Brief
Key Message Elements Great taste: Best tasting pizza in the Chicagoland area Quality ingredients: All ingredients are fresh and pizza is made with 100% Wisconsin cheese. (No Filler) Friendly atmosphere: All restaurants offer a great place to enjoy a meal with family and friends. The Bacinos brand will emphasize great tasting pizza that is made with real ingredients. This message will work best with this target that values quality food as part of their lifestyle. The tone of the message will be welcoming, which will encourage new customers to try something different. When consumers think of great pizza, they will think of Bacinos rst. Bacinos is not the cheapest pizza on the market, but the quality of the Bacinos product will convince the customer to spend a little extra for better pizza. Most Important Message: The most important message to get across to the target is that Bacinos offers everything they are looking for in a pizza without the questionable ingredients competitors use. This is a pizza that they will enjoy and feel good about eating.

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Bacinos: Real Tastes Better

Creative Brief (Cont.)

Primary Medium In order to best reach our target audience we should focus on online advertising along with creating a presence on social media outlets and print ads. It is in Bacinos best interest to establish a fan page for our target audience to access which offers deals and specials. Banner ads would also be greatly effective, not only Facebook, but health sites and Twitter. This not only reaches our target audience but also our secondary group as well. A good number of people who are frequent buyers of Bacinos products are younger than the target market and are higher users of digital/social media. Ex: the secondary market in the Lincoln Park location is college students, primarily females, who spend hours on Facebook and Twitter. Another important task is changing the layout of the Bacinos website and adding an appeal and structure that makes it nice to look at and easy to navigate. We want to make people who access the site hungry as they venture through it. Secondary Medium Bacinos can also reach the target audience through print ads. Each ad would be placed in a Tribune and Red Eye along with the websites. Men and women ages 20 through 40 have a high readership of these papers. Toward the higher end of our scale, there are people who may be concerned with their weight or are trying to making lifestyle changes that might nd an ad about a Heart Healthy alternative to something they may be accustomed to rather enticing. Using images that emphasize freshness accompanied with good times and great taste is our main goal with these ads.

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Bacinos: Real Tastes Better

Creative Brief (Cont.)

Visual Goals Portray the appealing look of Bacinos pizza and its ingredients (at both Bacinos locations) Show the wide variety there is to choose from on Bacinos menu Display the elegance and grandeur of wines along with all of their accolades and awards Instill a sense of excitement when people see Bacinos name while also getting across that you do not have to sacrice great taste for healthier choices Image of Bacinos pizza with a hearty and rustic element to everything, surrounded by whole ingredients that states Bacinos Real Tastes Better

Why these ads work These approaches are best because they hit the target directly with images of a better quality pizza. They speak to a consumer base that is very interested in keeping a better diet of real food and it will intrigue them. The combination of real, better, and taste will create a desire or curiosity that will lead the target consumer to Bacinos.

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Bacinos: Real Tastes Better

Tactics
General Tactics Print ads and CTA ads that point out that Bacinos uses 100% fresh ingredients all the time (consumer is aware of competitors who do not). Encourage listeners or viewers to taste the difference that fresh and all-natural ingredients make. Well-designed graphics and posters with professional photos of Bacinos Pizza and Real Tastes Better slogan hung on restaurant windows. Offer a contest on Facebook in which three winners who like the ofcial Bacinos Facebook page will receive one free any-topping large pizza of their choice. Create an online buzz by encouraging customers to post positive reviews of the restaurant on Yelp, Facebook, and Citysearch. Create a Bacinos Twitter page and a Twitter contest that offers a free pizza to a random tweeter. Visibility Tactics

Hire an outgoing worker to stand outside of the restaurant, offer promotions and educate potential customers about why Bacinos has the best pizza. Offer free samples outside of the restaurant Offer taste tests at events compare Bacinos to other leading competitors such as Lou Malnatis and Ginos East

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Bacinos: Real Tastes Better

Slogan/ Tagline Redesign

From Americas 1st Heart Healthy Pizza! to Real Tastes Better

Emphasize the use of real ingredients.

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Bacinos: Real Tastes Better

Website Redesign
Make it more concise Separate Bacinos and Bella Bacinos into TWO separate websites instead of four (separate identities) Update to have a more modern and hip feel Better connection to social media (Facebook & Twitter)

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Bacinos: Real Tastes Better

Advertising Elements
Tribune Weekly readership: 957,212 Red Eye Weekly readership: 909,840

Integrate new slogan with creative work Red Eye/Insert Full-page Ad - copy that also emphasizes the use of real ingredients. Tribune Ad

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Bacinos: Real Tastes Better

Sample Ad

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Bacinos: Real Tastes Better

E-Mail Lists
Join the Family cards Hand them out with bill Offer 10% off coupon for providing information Gives opportunity to contact customers and get them to come back with promotions/deals/new products

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Bacinos: Real Tastes Better

Partnerships
Whole Foods/Trader Joes Sell frozen pizza stores Taste of Chicago/ Lincoln Ave. Green House Theater Center Flyers that recommend Bacinos Coupon with tickets DePaul University During events (Sports, Arts/ Performances) Coupons with Tickets Provide Pizza at Events

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Bacinos: Real Tastes Better

Social Media
Update Facebook Contest Use feedback/ Community Involvement Foursquare Personalize page Use to promote specials Virtual Loyalty Program Twitter Post pictures on Twitter Questions with incentives Keep Dialogue with consumers

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Bacinos: Real Tastes Better

Contests
Twitter Tweet #freebacinos for a chance to win a large pizza.

Facebook Quarterly Contest: Anyone who likes Bacinos will automatically be entered to win any large pizza.

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Bacinos: Real Tastes Better

SEO
Typing in best pizza in Chicago on Google leads us to many Top 25 lists from magazines and blogs. Google Maps lists 7 pizzerias and BellaBacinos comes up 7th. We need to boost the SEO of Bacinos so that it comes up when typing in places for pizza in Chicago, deep dish pizza in Chicago, etc. SEO Success Pyramid:

Keys to improving SEO -Always monitor where Bacinos stands

Average Cost of SEO Consultant

-Use keywords appropriately (behind images will help) -Create a Site Map -Update content regularly -Use links on Social Media

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Bacinos: Real Tastes Better

Event Marketing
Offer a taste test. Whos ingredients taste the freshest or taste real? This can be done at events Bacinos is frequently involved with (Taste of Chicago, Taste of Lincoln Ave., etc.)

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Bacinos: Real Tastes Better

Sampling
Samplings will take place outside of Bacinos. Hire one person for certain days during October (National Pizza Month).

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Bacinos: Real Tastes Better

Guerilla Marketing
Chalk Art

Street Teams: handing out promotional items by cta, DePaul campus, etc.

Pizza Tasting Comparison

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Bacinos: Real Tastes Better

Estimated Budget
Channel SEO Newspaper Ads Event Digital Partnerships Guerilla Marketing Total Cost $1,000 $8,000 $4,000 $2,000 $5,000 $5,000 $25,000

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Bacinos: Real Tastes Better

Media Schedule

Sep

Oct Nov Dec

Jan

Feb Mar

Apr May Jun

Jul

Aug

Spot

Social Media Facebook Contest Twitter Contest Event Marketing Guerilla Marketing

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Bacinos: Real Tastes Better

With a Higher Budget...

A reservation/ordering app for phone or through website. Consultant for SEO Television Commercial

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Bacinos: Real Tastes Better

CTA Banner

CTA EL Banner Call to Action - get off at Fullerton stop

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Bacinos: Real Tastes Better

CTA Banner (Cont.)

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Bacinos: Real Tastes Better

Summary
Campaign speaks to men and women (20-40) about real and fresh ingredients.

Connects through various outlets

Always connected online through social media

Interaction with the brand will help Bacinos connect with consumers (awareness/ recognition)

Overall, the campaign meets all of the objectives: to build brand awareness, increase sales among men and women, increase connection between Bacinos and real ingredients.

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Bacinos: Real Tastes Better

Sources
http://www.franchisedirect.com/foodfranchises/pizzafranchises/pizz aindustryreport2011productdiversitymarketleadersbusinessmodels2/ 80/294 http://www.postandcourier.com/article/20110408/PC05/304089939 http://www.franchisehelp.com/industry-reports/pizza-industry-repor t http://www.cbsnews.com/2100-500160_162-1060315.html http://www.upi.com/Health_News/2011/09/19/Americans-eat-out-a bout-5-times-a-week/UPI-54241316490172/ http://www.pizzamarketplace.com/article/194737/Commentary-Cust omer-intelligence-drives-loyalty http://www.wordsinarow.com/seo.html http://www.businessinsider.com/10-basic-seo-tips-everyone-should -know-2010-1 http://www.gone-ta-pott.com/national_pizza_holidays.html

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