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Switching Media Partners Should be Positive not Painful
Situation:
Sunrise Advertising was fortunate to begin planning and buying media for Papa John’s Pizza in multiple markets. The previous media buyers had been working with Papa John’s for many years so the Papa John’s marketing group had high expectations around Sunrise’s transition and results. On top of that, the pizza category is extremely competitive, making the execution of the media plans vital to their success.The Ideas That Moved People:
Coming out of a thorough analysis of Papa John’s customers as well as their competitors’ customers, Sunrise recommended a unique media strategy that had both mass reach/efficient media elements along with media that targeted a highly desirable subset of the potential customer base. On a market specific basis, Sunrise tailored the mix of media channels to best deliver Papa John’s messaging in order to move people to call or go to the web site. Sunrise also found market specific communication channels that Papa John’s could own. The icing on the cake was the execution of some local PR/word of mouth strategies.
Results:
In a category that was trending downward, Papa John’s sales were flat to up in all markets. People were moving to Papa John’s!
Papa John’s engaged an independent, third party media auditing company to review all local market activity and Sunrise came through with flying colors. According to the auditor, Sunrise’s first year results were stellar.
- Met or exceeded all buying specifications
- Depending on market & quarter, beat industry pricing (SQAD) -10% to -36%
- Beat industry standard post analysis goals guaranteeing Papa John’s received what they paid for
- In Sunrise’s first audit, Sunrise ranked 5th among all Papa John’s local agencies. Sunrise moved to the third spot in the second audit.
Auditor Quote: “We wish all agency transitions went as smoothly as working with Sunrise on Papa John’s!”
- Sharon Magee, MMI