From our research and expertise we were able to devise a strategic marketing plan for PizzaExpress that recommend focus on the following areas:
Update creative content
All creative and advertising must trigger students motivators to buy including hunger/cravings. Self reward and socialising activity. The tone and message must reflect the product or brand being represented, yet be in touch with the student psyche. The colour and imagery should be bold and eye catching. Yellow was suggested to complement the black and white of the PizzaExpress logo which made for a striking combination.
Improve the student offering
Whilst 40% off food and drink for up to 10 people on Monday’s and Tuesday’s was one of, if not the best student discount in the casual dining sphere, the limitations of the offer made it inaccessible to a high proportion of the student population. The current platform only accessed 20% of the student population resulting in 80% of the student populous unable to claim the discount. Promotion of the offer on the digital platform was also weak yielding minimal results. BAM recommended that the student discount needed to be made available to all students to obtain maximum success. In addition the discount duration was too restrictive and unappealing, we recommended the days should be extended to be more attractive and competitive with others in the market.
Routes to market
In light of the pizza exclusivities restricting the routes to market for PizzaExpress, we recommended a two pronged attack targeting Freshers Fair and Accommodation Blocks.
Freshers Fairs are the pinnacle time of year for any brand with the student market as a key demographic in their marketing strategy. In these first 100 days they are on a journey of new identity and beginnings, which means that Freshers Fairs are the very best place to start a relationship with students. With dough balls recurring throughout our research in popularity, an experiential campaign with the offering of free dough balls was a must!
Where PizzaExpress were blocked from attending Freshers Fairs, student accommodation blocks were recommended as an effective alternative. Students are arriving to their new student accommodation to start their new life living away from their parents and guardians for most likely the first time. PizzaExpress would have the unique opportunity to be a part of this key time in a students lives by providing a warm welcome in the form of free pizza. Not only do students love freebies but they will also appreciate this random act of kindness in what may be a scary time, allowing them the opportunity to bond with their new housemates and ultimately form a positive connection to the PizzaExpress brand.