"Real Tastes Better" Planbook

7/29/2019 "Real Tastes Better" Planbook

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PRAD 339

Bacinos


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Table of Contents

Executive Summary 2 Website Redesign 21

Introduction 3 Advertising Elements 22

Situation Analysis 4 E-Mail Lists 24

Brand Analysis 5 Partnerships 25

Competitive Analysis 7 Social Media 26

Market Analysis 8 Contests 27

Key Problems,

Opportunities & Ideas

9 SEO 28

SWOT Analysis 10 Event Marketing 29

Target Market Profile 11 Sampling 30

Marketing Objectives 12 Guerilla Marketing 31

Communication

Objectives

13 Estimated Budget 32

Advertising Objectives 14 Media Schedule 33

Strategies/ Key Selling

Ideas

15 Higher Budget Ideas 34

Creative Brief 16 CTA Ads 35

Tactics 19 Summary 37

Slogan/ Tagline Redesign 20 Sources 38

Bacinos: RealTastes Better

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Executive Summary

Bacinos is a Chicago pizzeria that has been around for over 30 years. Thecompany 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 thetarget market. Weaknesses include a long wait time, bland crust, and inefficient

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 socialmedia, great advertisements, and establishing a connection with Bacinos use ofreal 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.


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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 ideaof 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.


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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

first 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.


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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 sit-

down 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 first heart-healthy pizza (Stuffed Spinach), but it also provides a list for many other choices

both stuffed and thin style pizza. With five 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 fit the different locations, though each

store maintains the same goals in providing a great meal and experience. Forexample, 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 efficiency 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 ofmouth.


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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.


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Competit ive Analysis

COMPANY Ginos East Lou Malnatis Pizza Hut

AVERAGE COST: $4-$5 more perpizza

$1-$2 cheaperper pizza

$10 for any sizepizza

MARKETSITSELF AS:

The Original andLegendary DeepDish Pizza

The BEST deepdish pizza in theworld

Americas favor-ite pizza

ADDITIONAL

INFO:

Offers less pizza

size optionsOperates 12locations in theChicagoland area

Operates in 34

locations in theChicagoland area

Over 50 years of

franchiseexperienceSignificantmarket share


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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 flat 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.


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Key Problems, Opportunit ies, &

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.


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SWOT Analysis

StrengthsGood reputation (30Years)Health-conscious pizzaAward-winning wineGood reviews on Yelp

WeaknessesLong wait time

Two brand namesCrust is blandSocial Media

OpportunitiesGreat locationsRise in health-conscious consumersGood standing w/ com-munityGood things are worthwaiting for

ThreatsHigh competitionBellaBacinos font re-strictionsCompetition has moreoptions

Website is out-of-date


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Target Market Profi le

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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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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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. PositioningBacinos as the pizza and brand with therealingredients would fit 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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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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Strategies & Key Sell ing 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

andrealingredients.

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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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 withreal

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 first. Bacinos is not the cheapest pizza on the

market, but the quality of the Bacinos product will convince the customer to spenda 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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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 butalso 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 theirweight or are trying to making lifestyle changes that might find 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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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 sacrifice 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 workThese 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 ofrealfood and it will intrigue them. The combination ofreal,

better, and taste will create a desire or curiosity that will lead the target consumer to

Bacinos.


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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 official 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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Slogan/ Tagline Redesign

From Americas 1st Heart Healthy Pizza! to Real Tastes

Better

Emphasize the use ofrealingredients.


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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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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 ofreal

ingredients.

Tribune Ad


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Sample Ad


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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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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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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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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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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

-Use keywords appropriately (behind images will help)

-Create a Site Map

-Update content regularly

-Use links on Social Media


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Average Cost of SEO Consultant


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Event Marketing

Offer a taste test. Whos ingredients taste the freshest or tastereal?

This can be done at events Bacinos is frequently involved with (Taste of

Chicago, Taste of Lincoln Ave., etc.)


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Sampling

Samplings will take place outside of Bacinos.

Hire one person for certain days during October (National Pizza Month).


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Gueri l la Marketing

Chalk Art

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

Pizza Tasting Comparison


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Estimated Budget

Channel Cost

SEO $1,000

Newspaper Ads $8,000

Event $4,000

Digital $2,000

Partnerships $5,000

Guerilla Marketing $5,000Total $25,000


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Media Schedule

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

Spot

SocialMedia

Face-bookContest

Twitter

Contest

EventMarket-ing

GuerillaMarket-ing


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With a Higher Budget...

A reservation/ordering app for phone or through website.

Consultant for SEO

Television Commercial


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CTA Banner

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


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CTA Banner (Cont.)


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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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Sources

http://www.franchisedirect.com/foodfranchises/pizzafranchises/pizzaindustryreport2011productdiversitymarketleadersbusinessmodels2/80/294

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-about-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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