This is my final "Mock New Media Strategy Proposal" for my MSU New Media class. I chose to do the assignment on Papa John's. My theme is "Better Media. Better Profits. Papa John's" Enjoy!

1. Better Media. Better Profits.
Papa John’s
Baking a “New Media Pizza” for today’s “New Media Consumer”
An Online Strategy Proposal from Claire Hoagland
New Media Driver’s License Course
April 19, 2010
Why is New Media so important?
Watch and see. . .

2. Papa John’s Facts
• Started by “Papa” John Schnatter
in 1984
• “Better Ingredients. Better Pizza.”
• Over 3,000 restaurants worldwide
• 11th out of top 50 revenue
earning“Fast Food” restaurants
• Main Tapped Target Audience:
– Families
• Un-tapped Target Audience:
– College students

3. “New Media Toppings” Papa Ways to improve:
John’s is already using:
•More links between the pages
encouraged via posts
•Embed website with “keywords”
so that Google to enhance
Search Engine Optimization
•Frequently update website,
even with minor changes:
Google will give PapaJohns.com
a better rating
•Interact with Customers
continuously, and with rapid
speed

4. Bake the “New Media” XL4
• Crust:
– Google AdWords and SEO
• Cheese:
– Facebook Fan Page/Facebook Ads
• Pepperoni:
– Twitter
• Sausage
– YouTube
• Green Pepper:
– Monitoring Sites

5. “Crust”:
Google AdWords and SEO
• Target college cities
• Use keywords such as
“pizza deals” or “college
pizza deal”
• Embed keywords such as
“pizza” repeatedly in
website
• Constantly make minor
changes to
www.papajohns.com

6. “Cheese”:
Facebook Fanpage and Facebook
Advertisements
• Find more fans for Fanpage
• Target college students with Facebook Ads – you only
pay if they click
– Target based off of profile information they provide

7. “Pepperoni”: Twitter
• Tweet often about:
– Daily specials
– Contests
– Interesting Pizza Facts
– @reply followers
– Encourage traffic to Facebook

8. “Sausage”: “Green Pepper”:
YouTube Monitoring Sites
• Create a contest for fans to • Monitor what people
create videos related to are saying about your
eating Papa John’s pizza
brand so that you can
during midterms/finals week
– offer $2,000 college listen and respond
scholarships to top 5 – Find out what college
videos students are looking for
• Utilize sites such as:
– Twendz
– Google Alerts
– Social Mention

9. Metrics of Success
• Google Analytics
• Google AdWords
• Facebook Stats

10. Budget
• $100,000 for 12 month campaign
– $60,000 for GoogleAdWords
– $30,000 for Facebook Ads
– $10,000 for user YouTube Contest
• Seasonality Factor: midterms (late September and March)
and finals (December and May)
– $0 Facebook Fanpage*
– $0 Twitter Page*
– $0 Monitoring Sites*
» * = not including man-power costs. . .but you could always
hire a “New Media” intern! 