P R P R E S E N TAT I O N

BONE’S PIZZA AND RESTAURANT

Blayre BellChloe JoyceDave ThachMica Ingram

Kinetic PR

ORGANIZATION BACKGROUND

• Casual dining pizza eatery opening July 2015• Failed predecessor was Uncle Joe’s Pizza• Turnover rate at location is 1-2 years• Aim to break the stigma of high priced food• Pride themselves on fresh ingredients• Opened Bones Twisted Sister in 2016

WHAT CAN KINETIC PR DO?

• Pinpoint the barrier between business and customers• Build relationships with local community,

university, and area businesses• Rebrand for success• Create expectation of positive customer

experience• Craft a media kit as a promotional PR tool

BONE’S DILEMMA

Challenges• Lack of presence• Insufficient sales• Close knit community

Strategies• Create awareness,

increasing revenue• Deliver consistent

quality food

MATRIX

Should Influence Must Influence

Unlikely to Influence:

Likely to Influence:

Junior/Senior On-Campus StudentsOff-Campus Students

Local Established FamiliesLocal Office Employees

Local Manufacturing Employees

Finances directed to advertising fund

Local young familiesMale Freshman/Sophomore On-Campus Students

Female Freshman/Sophomore On-Campus StudentsArea businesses

• Not worth changing old perception of location to current students• Focus on targeting incoming students (freshmen)• Offer big discounts to companies/ groups who order in bulk.

ISPR Identify

Student

Staff

LocalBusiness

KutztownCommunity

Segmentation

Student:All undergrads

GenderOn/Off CampusVariety of Majors

Variety of Ethnicities

Staff:Employees of Bone’s

GenderAge Difference

Local Business:Businesses within ten mile radius

Type of BusinessAge differences

Kutztown Community:Local residents within five mile radius of

Bone’s Pizza and Restaurant

Prioritization

1. Freshmen, Sophomores, Juniors, and Seniors

2. Male/Female Students3. Variety of Majors4. On/Off Campus5. Student Families6. Employees7. Male/Female Employees8. Types of Business9. Local Families10. Young Families11. Established Families

Ranking

1. Local Established Families

2. Manufacturing Employees

3. Male Freshman On-Campus Students

4. Female Freshman On-Campus Students

5. KU Employees

6. Local Young Families

1. Junior/Senior On-Campus Students

7. Off-Campus Students

8. Finances directed to advertising fund

• Target Focus = Students & Community• On campus & off campus students & residents

SWOTHelpful to Achieving Goal Harmful to Achieving Goal

Internal Origin

Attributes of the Organization

Strengths:

● Convenient downtown location with off-street parking near campus

● Renovated to improve image● Appeal to a wide target group with an

average income● Range of entrees and frozen yogurt shop● Low food costs ● Free delivery

Weaknesses:

● Lack of community awareness● Lack of presence ● Taint of failed location● Small marketing budget with limited public

relations● Competitors can offer similar products quickly● Limited cost flexibility

External Origin

Attributes

Opportunities:

● Increase presence● Increase in the awareness of take-out

delivery● Increase awareness of healthy menu items● Expand to online food ordering● Development of franchise

Threats:

● Shifts in preference away from processed food ● Increase in competitive food outlets on campus

and other pizza shops leading to smaller market share

● Economic recession affects discretionary dollars leading to customers eating at home

SWOT CONTINUED

• Utilization of corner location for attention• Gain exposure by participating in Kutztown

events • Offering healthy food options• External economic factors affect business• Employ coupons and promotions to increase

patronage

GOSTE PLAN STUDENTSObjective 1: Increase student customer base by 50% by fall 2016

Strategy 1.1: Participate in student activities for brand awarenessTactic 1.1.1: Station Bone’s ambassador at school fairs to distribute food samplesTactic 1.1.2: Foster relationships with organizations/clubs to offer bulk discountEvaluative Tactic 1.1.1.1: Tracking coupon usage, bulk buying, and ID use by students

Strategy 1.2: Design a loyalty program.Tactic 1.2.1: Order ten pizzas get a free pizza or T-shirtTactic 1.2.2: Refer a friend to the Loyalty Program for free French friesEvaluative Tactic 1.2.1.2: Track social media hits and Loyalty Program purchases

Strategy 1.3: Utilize space for entertainmentTactic 1.3.1: Offer clubs meeting at Bone’s a bulk discountTactic 1.3.2: Provide open-mic nights, bands, musicians, or movie nightEvaluative Tactic 1.3.1.1: Track student participation

GOSTE PLAN STAFFObjective 2: Utilize Staff to increase profits 50% by fall 2016

Strategy 2.1: Encourage employees to grow customer baseTactic 2.1.1: Provide incentives to employees for referralsTactic 2.1.2: Recommend e-mail subscriptions for updatesEvaluative Tactic 2.1.1.1: Track bonuses and coupon usage

Strategy 2.2: Create Positive Customer ExperiencesTactic 2.2.1: Train employees in politeness and sensitivityTactic 2.2.2: Cross-train employees for consistencyEvaluative Tactic 2.2.1.1: Survey customers for employee behavior

Strategy 2.3: Ensure Repeat BusinessTactic 2.3.1: Poll employee’s friends and family on foodTactic 2.3.2: Offer return visit couponEvaluative Tactic 2.3.1.1: Track coupons

GOSTE PLAN AREA BUSINESSESObjective 3: Improve local business patronage 40% by fall 2016

Strategy 3.1: Reach out to businesses through various media channelsTactic 3.1.1: Using social media for reciprocated likes and shares of eventsTactic 3.1.2: Place article in the Kutztown-area Patriot Evaluative Tactic 3.1.1.1: Monitor social media tags/ mentions

Strategy 3.2: Improve relationships with organizations within 10 mile radiusTactic 3.2.1: Plan fundraisers and events for local non-profit organizationsTactic 3.2.2: Have ambassador attend eventsEvaluative Tactic 3.2.1.1: Measure success with survey

Strategy 3.3: offer discounts for employees of local businessesTactic 3.3.1: Local employees can present identification for discountTactic 3.3.2: Offer a loyalty card: ten visits earns a free pizzaEvaluative Tactic 3.3.1.1: Monitor loyalty by use

GOSTE PLAN KUTZTOWN COMMUNITY

Objective 4: Increase sales within local community 60% by fall 2016

Strategy 4.1: Create a brand campaign to increase positive awareness Tactic 4.1.1: Revamp website for user ease with online orderingTactic 4.3.2: Create hashtag #ilovebonespizza, tags earn chance to win a weekly pizzaEvaluative Tactic 4.1.1.1: Poll students, businesses, and local families for impressions

Strategy 4.2: Build effective relationships with office employeesTactic 4.2.1: Personal visit with a free sampleTactic 4.2.2: Flyer with discount coupon for future purchase Evaluative Tactic 4.2.1.1: Call businesses that have purchased and ask for feedback

Strategy 4.3: Increase in-store traffic creating new and repeat businessTactic 4.3.1: Begin anniversary campaign with pizza sweatshirt contest for AprilTactic 4.3.2: Offer specials that are only available for dining-inEvaluative Tactic 4.3.1.1: Track in-store special sales 

BUDGET OBJECTIVE 1: STUDENTSObjective for student market:

Increase student customer base 50% by Fall 2016

• Strategy 1: Participate in student activities for brand awareness• Strategy 2: Design a loyalty Program• Strategy 3: Utilize unused restaurant space for entertainment

BudgetStrategy 1 $100.00Strategy 2 $0.00Strategy 3 $50.00

Total $150.00

BUDGET OBJECTIVE 2: STAFFObjective for staff market:

Utilize staff to increase sales %50 by Fall 2016

• Strategy 1:Encourage employees to grow customer base• Strategy 2: Create Positive Customer Experiences • Strategy 3: Ensure Repeat Business

BudgetStrategy 1 $150.00Strategy 2 $0.00Strategy 3 $0.00

Total $150.00

BUDGET OBJECTIVE 3: AREA BUSINESSES

Objective for area businesses : Improve area business patronage 40% by Fall 2016

• Strategy 1: Reach out to businesses through various media channels

• Strategy 2: Develop relationships with local businesses• Strategy 3: Offer discounts for employees of local businesses

BudgetStrategy 1 $0.00Strategy 2 $80.00Strategy 3 $60.00

Total $140.00

BUDGET OBJECTIVE 4: KUTZTOWN COMMUNITY

Objective for Kutztown community: Improve community patronage 60% by Fall 2016

• Strategy 1: Create a brand campaign increasing positive awareness

• Strategy 2: Build effective relationships with office employees• Strategy 3: Increase In-store traffic creating new and repeat

business

Budget Strategy 1 $400.00Strategy 2 $80.00Strategy 3 $60.00

Total $540.00

OVERALL BUDGET

  Cost

Objective 1: Increase student customer base by 50% by Fall 2016 $150.00

Objective 2: Utilize Staff to increase profits 50% by Fall 2016 $150.00

Objective 3: Improve area business patronage 40% by Fall 2016 $140.00

Objective 4: Increase sales within local community 60% by Fall 2016$540.00

Plan Total $980.00

REVAMP WEBSITE

Click here to

Order Online

 #ilovebonespizza

SOCIAL MEDIA

ANNIVERSARY CAMPAIGN

For our Anniversary celebration, stop in for a chance to win this

decidedly different

Pizza sweatshirt!

 

#ILOVEBONESPIZZA

Kinetic PRinfo@kinteticpr.comKutztown Campus

Kutztown, PA

Thank you

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