Pizza Sam’s Marketing Communications Plan Getting a bigger “slice” of business year-round

1. Pizza Sam’s Marketing Communications Plan Getting a bigger “slice” of business year-round October 5, 2006

2. Presentation Overview • Situation • Marketing Objectives • Target Audience • Key Messages • Proposed Marketing Strategy • Proposed Timeline • Next Steps

3. Situation Pizza Sam’s has served Midland since 1960 and is well-known for its pizza Recently, the restaurant was upgraded with more dining space, new bathrooms, plasma screen TVs and more Service will be enhanced to offer a full-service feel and to increase winter dinner business, as well as beer and wine sales

4. Marketing Objectives • Increase dinner traffic, especially during the traditionally slow winter season • Maximize sales of beer and wine • Transform the public’s perception of Pizza Sam’s as a destination restaurant • Promote Sam’s as a fun place to dine, featuring friendly service and good food

5. Target Audiences Key audiences to be addressed in any communications include the following: • Families – Primarily the 6 to 9 p.m. dinner crowd • Singles, couples or groups of people age 30 and older who want a place to go for a drink, to watch the game, and get something to eat. Primarily the 8 p.m. and later crowd

6. Key Messages All audiences: • We’re a fun and relaxing place for diners of all ages to enjoy a night out • Our homemade food is a great value • We have a strong tradition in Midland and are committed to being part of a vibrant downtown • If you haven’t seen Sam’s lately, you haven’t seen Sam’s

7. Key Messages Families: • We serve great food in a family environment • We offer activities to keep youngsters entertained Late-night crowd: • Our atmosphere is a great place to watch a game with friends while enjoying drinks and a meal • Watch your favorite sporting event on one of our many plasma screen TVs

8. Proposed Marketing Strategy Overview • Enhance Pizza Sam’s brand to promote it as a destination and differentiate it from area chain restaurants • Promotions should communicate a family, fun, friendly-atmosphere and great food for a great price –the Pizza Sam’s experience

9. Proposed Marketing Strategy (contd.) • Change the perception of Pizza Sam’s from “just pizza” to pizza, beer, wine, family night out, game night and more • Tie in Pizza Sam’s to sports locations such as Hang Time and the Ice Arena • Use Sam’s “Champions” to get more people into the store for dinner. Target them through a direct mail campaign that invites them to Pizza Sam’s for dinner at a discount

10. Proposed Marketing Strategy (contd.) • Use a hands-on, “get people in the door with an offer” feel • Get people involved in the Sam’s experience through interactive activities, which might include pizza dough throwing contests and more • Develop an overarching campaign made up of mini-campaigns and events to build awareness and generate repeat business at Pizza Sam’s

11. How do we tie it all together?

12. We go find Sam.

13. Finding Sam A “Find Sam” marketing campaign can serve many purposes. • Families will enjoy a “Sam I am” event – a fun play on words in the popular childrens’ books • The “Sam” theme can be tailored to the sports and beer crowd with a “Sam – What’s Your Game Plan?” theme • The overall “Find Sam” theme will encourage diners to discover the new Sam’s

14. Find Sam Kick-off Plan a November kick-off event, which could feature: • Puzzle piece coupons tied to discounts • Flash presentation to be played on plasma screen TVs to introduce “Sam’s” personality • Find “Sam” at community events and get a coupon or other discount. Sam might be wearing a mustache, a chef’s hat, a red bandana or other “character” attire

15. Proposed Marketing Strategy – Approaches • Consumer Communications • Greater Community Promotions • Collaboration with Downtown Events • In-Restaurant Events/Promotions

16. Consumer Communications • Retain current logo, but create a tagline for Pizza Sam’s to reflect its new image and generate interest in discovering Sam’s • Continue current marketing efforts through cable television, yearbooks and sponsorships • Consider a Find Sam’s commercial, possibly using the opening event Flash presentation • Advertise specials in area media • Promote regular dinner-time specials

17. Consumer Communications (contd.) • Distribute coupons via direct mail, as well as at point of sale • Develop an updated mailing list of homes for a direct mail campaign • Continue Customer Appreciation Days • Distribute flyers on pizza boxes and/or coupons at the point of sale • Pitch a story to the Midland Daily News about Sam’s enhanced offerings and facility renovations

18. Greater Community Promotions • Game day drink specials such as discounts on drinks at half-time • At high school and Northwood University events toss out small Find Sam’s plastic footballs, basketballs, and novelty items with discounts written on them. This can work with Hang Time and ice arena locations

19. Collaboration with Downtown Events • Make use of Pizza Sam’s downtown location and involvement • Tie in to downtown events all year round, specifically concentrating on winter • Courthouse Holiday Lighting • Santa Parade promotion

20. In-restaurant Events/Promotions Unique events Pizza Sam’s could offer to enhance its image: • Tablecloth Coloring Contest • Game Nights • Wine Service Night • Wine and Cheese Event • Beer or Wine of the Month special

21. In-restaurant Events/Promotions Monday Night Football: Sam – What’s Your Game Plan? Creative Customer Recognition Mug Club or Alternative Promotion Pre-paid Electronic Cards Oktober Beer Fest

22. Proposed Marketing Strategy –Promotional Items • Latex material “coupons” that adhere to surfaces • Small plastic sports ball coupons • Flyers on pizza boxes and at point of sale • Sale banners and table tents to promote upcoming special events and discounts • Mugs or other club items

23. Proposed Timeline November 2006 • Host a “Find Sam” kick-off event for the improved Sam’s. Pitch a story to the Midland Daily News about changes at Sam’s to coincide • Send special invitations to Sam’s Champions • Begin promoting regular dinner-time specials • Implement Monday Night Football “Get a Game Plan” specials

24. Proposed Timeline Begin this winter • Advertise in area media prior to big sporting events to draw people in for specials before, during or after the game • At high school and Northwood University events, toss out small plastic footballs, basketballs and others with discounts on them, to be redeemed after the game or after 5 p.m.

25. Proposed Timeline December 2006 • Create a Winter Warm-up special or event • Open registration for a customer Mug Club or alternative promotion • Send promotional direct mail to Sam’s Champions inviting them to bring a guest to find Sam’s and receive a discount • Offer pre-paid electronic cards to diners as Sam’s Stocking Stuffers

26. Proposed Timeline January – March 2007 • Develop a mailing list of homes for a direct mailing campaign • Provide special winter fun promotions: • A luau in January • P.S. I love you (Valentines Day) • Green pizza?!! And beer for St Patrick’s Day

27. Next Steps • Revise the plan based on your feedback • Finalize tactics and timetable • Implement marketing strategy

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