Maroc's Plansbook
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ORIGINAL LOGO REDESIGN
creative
adio
tv
media stratedgy
equirements:<br />
2 Billboards<br />
2 Newspaper<br />
2 Magazine<br />
3 Radio<br />
1 TV
Large Market<br />
(Pop. 300,000+)<br />
Outdoor<br />
14%<br />
Radio<br />
14%<br />
TV<br />
33%<br />
Print<br />
20%<br />
Direct Mail<br />
20%
large market<br />
-Brand Billboard (use both)<br />
For 3 months<br />
-Newspaper Advertisements<br />
Local newspapers w/ highest reach<br />
Ad for every Wednesday for 3 months<br />
-Magazines Advertisements<br />
One national brands magazine that will most effectively reach our target market<br />
Two local magazines that will most effectively reach our target market<br />
Weekly or Monthly magazine<br />
Weekly: Frequency, 40x<br />
Monthly: Frequency, 3 months<br />
-Radio Spots<br />
Two Radio Stations that will most effectively reach our target market<br />
100 Spots/month for 3 months<br />
-Television Advertisements<br />
3 Local Television Channels<br />
20 spots/month
Medium Market<br />
(Pop. 100,000-300,000)<br />
Outdoor<br />
14% TV<br />
20%<br />
Radio<br />
14%<br />
Direct Mail<br />
20%<br />
Print<br />
33%
medium market<br />
-Brand Billboard (use one)<br />
-Newspaper Advertisements<br />
Local newspapers w/ highest reach<br />
Ad for every Wednesday for 3 months<br />
-Magazines Advertisements<br />
Two local magazines that will most effectively reach our target market<br />
Weekly or Monthly magazine<br />
Weekly: Frequency, 26x<br />
Monthly: Frequency, 3 months<br />
-Radio Spots<br />
Two Radio Stations that will most effectively reach our target market<br />
100 Spots/month for 3 months<br />
-Television Advertisements<br />
3 Local Television Channels<br />
10 spots/month
Small Market<br />
(Pop. 20,000-100,000)<br />
Outdoor<br />
14%<br />
TV<br />
14%<br />
Radio<br />
20%<br />
Direct Mail<br />
33%<br />
Print<br />
20%
small market<br />
-Brand Billboard (use one)<br />
-Newspaper Advertisements<br />
Local newspapers w/ highest reach<br />
Ad for every Wednesday for 3 months<br />
-Magazines Advertisements<br />
One local magazines that will most effectively reach our target market<br />
Weekly or Monthly magazine<br />
Weekly: Frequency, 26x<br />
Monthly: Frequency, 3 months<br />
-Radio Spots<br />
Two Radio Stations that will most effectively reach our target market<br />
100 Spots/month for 3 months<br />
-Television Advertisements<br />
1 Local Television Channels<br />
5 spots/month
app
my marco's
Family is more than a collection of individuals. It’s a singular body held together by a greater<br />
purpose. When you are in a family you are apart of something bigger than yourself. In it you<br />
know what you’re getting, and you know you can rely on it. You want the best for your family<br />
and you want to share life’s joys with them. When you are seated at the table for Thanksgiving<br />
dinner, but a member of your family is not, there is an unmistakable feeling that something is<br />
missing. A longing for family is an emotion deeply rooted in us all and can only be explained in<br />
that it is our human nature.<br />
This unshakable trait is at the core of the idea that, “Pizza This Good Stays in the Family” and<br />
we want them to buy into it. Someone can see an advertisement for pizza and decide they<br />
want to try it, but a better form of persuasion to be told to try it from someone close to them. The<br />
customer needs a reason to join our family and grow it by inviting the one they are already<br />
apart of to the table. The “My Marcos” ambassador program is the tangible manifestation of<br />
our slogan, and the cornerstone of our campaign.<br />
“My Marcos” is a simple tool the customer can access completely through the Marco’s app on<br />
their phone.<br />
The process follows as such.<br />
1. The customer registers for “My Marcos.”<br />
2. In return they are given a 10% Discount off of their first mobile order<br />
3. They will then invite other people to join “My Marcos” and they will receive the same incentive.<br />
4. Once the customer has invited 10 people who have in turn joined “My Marco’s,” they will<br />
receive an offer for free pizza.
social
social media guidelines<br />
The purpose of a Marco’s Pizza Facebook page is to be the main central hub for all<br />
social media platforms. Both Instagram and Twitter direct back to Facebook through links<br />
or ‘call to action’ statements. Facebook will be used to promote the Marco’s brand<br />
through clever use of multiple forms of media like images, videos, and gifs. The voice of<br />
Facebook should be grown-up, intelligent, welcoming, honest, and reliable. This page will<br />
be where Marco’s shares new products, makes announcements, share customer<br />
testimonials, and grow the brand’s personality. Our target market knows when they are<br />
being sold to, so the frequency of sales/deals oriented posts should be limited.<br />
25 posts monthly<br />
All posts have visual component<br />
All links bit.ly<br />
Less than three sentences per posts<br />
Max. 3 hashtags, use for large scale events (Christmas, Opening Day, not #pizza, #Marcos)<br />
Weekday posts, 10:30a-3:00p<br />
Double post days on Weekends 11:30a-2:30p and 3:00p-5:00p<br />
If posting the same day, post 3-5 hrs apart<br />
Max 3 emojis<br />
Always engage in comments with proper grammar, full sentences, politely, professionally.<br />
About Me Section<br />
Utilize Mission section and Story section<br />
Awards and Milestones<br />
Not too much text, direct to website
media guidelines<br />
social<br />
Marco’s Instagram is a visual window into the behind the scenes of the pizza<br />
process and a look at customer experience across the country. The tone and voice<br />
should be similar to Facebook (intelligent, welcoming, and honest), and images<br />
should always be high quality, unless reposted from a customer. Posts should<br />
include not only product shots but also people, events, and nature. A specific note<br />
in terms of posts, the account should never post an image of just a coupon- the<br />
image should only promote that there is a coupon opportunity and drive the<br />
audience elsewhere to get that coupon.<br />
Less than 3 sentences<br />
Max 3 hashtags<br />
12-1p M-F<br />
Regram, always mention and tag original poster<br />
Advertise promos, direct to FB<br />
Max 3 emojis<br />
One post per day<br />
Put promos and behind the scenes in IG stories<br />
Use for teases
media guidelines<br />
social<br />
Twitter is where Marco's can be casual, funny, and witty. The purpose of a<br />
Twitter account is to drive traffic to the website and the Facebook page. The<br />
secondary purpose of the account is to act as a customer service tool and way<br />
to interact with customers in a more personal way. Original tweets will have<br />
similar content to Facebook, reiterating what is posted there and directing to<br />
the website.<br />
Don’t have to have a visual for every tweet<br />
Max 3 post a day, but not everyday, 3 hrs apart<br />
11a-1p<br />
3-5 retweets weekly, mainly real people<br />
Use hashtags, small scale, large scale, much more liberal<br />
Max 3 emojis per tweet<br />
Bit.ly links<br />
Surveys<br />
Utilize mentions<br />
Customer service<br />
Direct to dm, don’t dm them
public relations
Social Media<br />
marco's grand opening<br />
Using Facebook Marketing’s location targeting tool, we’ll use the corporate Marco’s<br />
Facebook account to advertise new store openings to Facebook users in the region. These<br />
posts simply aim to inform potential customers in our target market of a new restaurant<br />
option in their area.<br />
Free slice<br />
During a grand opening, the new Marco’s location will have a day-long promotional period.<br />
Anyone who comes through the doors can have a slice of either classic three-cheese or<br />
Pepperoni Magnifico pizza for free.<br />
Stickers<br />
Stickers can be used for grand openings, in-store events, community events and special<br />
promotional periods. Having materials to hand out gives owners and managers a way to<br />
connect with people in a tactile sense.<br />
Promo Wheel<br />
When you sign up for our My Marco’s Rewards Program, you get to spin the Marco’s Premio<br />
Wheel. Marco’s owners and managers will need to arrange to have an iPad or laptop for<br />
customers to use to register. The potential prizes on the wheel include free pizza for a year,<br />
free CheezyBread, free drinks or free 2-liter, free brownies, or a free catering order (5 pizzas/1<br />
salad - valid for 3 months).
website
marcos.johndavidgriffin.com
team
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