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CompanyAnalysisofPapaJohn’s

RachelWheelerandJamieFaver

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TableofContents

I. IntroductionOfCompany……………………………………………………………………………………3

II. TargetMarkets………………………………………………………………………………………...…………4

III. AnalysisofCompanyWebsite……………………………………………………………...……………...4

IV. CurrentSocialMediaPlatforms………………………………………………………………………...…7

V. SocialSitesNotBeingUtilized…………………………………………………………..……….………10

VI. CompanyInTheNews…………………………………………………………………………………..….12

VII. CrowdsourcingandConsumerRelatedContent…………………………………………………13

VIII. CurrentSeason’sPromotionalCampaigns…………………….…………………………………...14

IX. SocialMediaStrengths…………………………………………………………………………………...…15

X. SocialMediaWeaknesses……………………………………………………...…………………………..16

XI. Four-WeekPromotionalCampaign…………………………………………………………………....17

XII. Conclusion………………………………………………………………………………………………………..18

XIII. References……………………………………………………………………………………………………….19

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I.IntroductionofCompanyd

PapaJohn’sPizzaCompanyisapopularhouseholdnameallovertheUnitedStates.Itwasfirststartedbyit’sfounder,“Papa”JohnSchnatterinthe1980’s,whenhebeganmakingpizzasinhisfather’spubinJeffersonville,Indiana.(“PapaJohn’s”)SchnatterreceivedabusinessdegreefromBallStateUniversityin1984andopenedhisfirstPapaJohn’srestaurantjustoneyearlater.(“PapaJohn’s”)Hewasshortlysetback,whenhisfather’spubalmostwentunder,andhewasforcedtosellhisprizedCamaroforTwothousandeighthundreddollarstokeepthebusinessafloat.(“PapaJohn’s”)ThesehardtimesdidnotlastforSchnatterasitwasonlyuphillfromthere.By1993,PapaJohn’sbecameanincorporatedcompanywithover500locations,andplanteditsheadquartersinLouisville,Kentucky.(“PapaJohn’s”)Currently,PapaJohn’sisthethirdlargestpizzachainintheUnitedStates,followingcloselybehindPizzaHutandDomino’s.(“PapaJohn’s”)Ithasover4,700establishmentsintheU.S.andaroundtheworld,with300locationsintheUnitedKingdom.(“PapaJohn’s”)PapaJohn’shasputit’smainfocusindeliveryandcarryout,withonlyafewlocationshavinganactualsitdownarea.Itwasalsothefirstnationalpizzachaintoofferonlineorderingin2002,whichhasnowbecomeanorminthepizzaindustry.(“PapaJohn’s”)PapaJohn’swasratednumber1overallincustomersatisfaction,andstrivestomakesuretheyareprovidingthemostqualityfoodandservicetoit’scustomers.(“PapaJohn’s”)

PapaJohn’shasworkedhardtodevelopabrandthatshowsitspotentialcustomerswhattheystandforandcanalsoberememberedbythecustomers.Thecompanyhasadoptedasloganof“BetterIngredients.BetterPizza.PapaJohn’s”.Thissloganstrivestoshowpotentialcustomersthattheyarededicatedtoservingtheircustomersthebestqualitypizzawithhighqualityingredients.Italsoincludesthecompanynameinordertohelpthepotentialcustomersrememberwhatcompanysaidthisslogan.Inordertoincreasethevalidityoftheirbrand,theyusetheirowner,JohnSchnatter,asthemainspokespersonforthecompany.Heistheonewhoisfeaturedinalloftheircommercialstotalkabouttheirpizza,inordertocreateagenuinefeelaboutthecompany.ThePapaJohn’slogofeatures“Papa”John’sfacewiththesloganofthecompanyabouthishead.Byincorporatingthesethingsintothelogo,ithelpsvalidatethefocusofthebrandandhelpspotentialcustomersremembertheirbrand.

PapaJohn’sisknownfortheirqualitypizzaandthemanydealstheyoffertoitscustomers.Asfarasthepizzatheywhipupinthekitchen,theyeveryone’sfavoritepizzas,suchascheeseandpepperoni,buttheyalsooffermanysignaturespecialtiesthatarelikedbyall.Theyalsoofferalighterchoicemenuofpizzasthatstillhavetheabilitytobejustas

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deliciousastheirotheroptions.Whiletheyhavekeptpizzatheirmainfocus.intherecentyears,PapaJohn’shasexpandedtheirmenutokeepupwiththeirmaincompetitionandtokeeptheircustomershappy.Theyoffertheircustomersdifferentkindsofbreadsticks,suchascheesesticksandgarlicknots,togoalongwiththepizzaoftheirchoice.Theyalsonowofferdifferenttypesofchickenwingsandpopperstocomplimenttheirpizza.Inadditiontoalloftheirsidechoices,theyalsohavedessertoptionstocoveranyone’ssweettooth.Chocolatechipcookiepizzaandcinnamonknotsareonlyafewchoicesthattheyofferfordessert.ExpandingtheirmenuallowsPapaJohn’scustomersmoreoptionstogowiththeirpizzaandgivesmoreofavarietytotheircompany.II.TargetMarketsd

PapaJohn’stargetmarketisgenerallymadeupofmalesbetweentheagesof18-49.Thisgroupcanbebrokenupintotwoseparatetargetmarketstomakethemmorespecific.Thefirsttargetmarketismalesages18-24.Thisagegroupistypicallycollegestudentsorrecentgraduates,whoaregenerallylookingtoeatalotoffoodonasmallbudget.Pizzaisastapleforthisagegroupbecauseitisknowntobecheap,whilealsofillingtheirheartyappetites.Thisagegroupisalsofocusedontheconvenienceoftheirfood.Thismakespizzaappealingbecauseitcanbeeasilyorderedanddeliveredwithminimaleffort.ManyPapaJohns’locationsoffercollegepromotionalcodesinordertodirectlymarkettocollegestudentsandhelpthemsaveafewdollars. Theotherhalfofthistargetmarketismalesranginginagesof25-49.Thisgrouphasthestrongestappealtothepizzaindustrybecauseofitsneedforpizzadelivery.Thistargetgrouptendstothrowmanyparties,whetheritisasuperbowlpartyorafamilygettogether,thatallowspizzatobeastaplefood.Pizzaisgoodforpartieslikethisbecauseitdoesnotrequiretheuseofutensilsanditcanfeedlargeamountsofpeopleatanaffordableprice.Thistargetgroupalsotendstohavewivesandfamilies,whichalsomakesthemastrongtargetmarket.Pizzaisagoodmealforfamiliesatalowercost,andthewivesdonothavetocookforthefamily. Thistargetmarketofmalesages18-49isastrongtargetmarketbecausethemainhobbyofbothagegroupsissports.ThisworkswellforPapaJohn’sbecausetheyworkhardtodisplaytheircompanyasasportybrand.PapaJohn’siscurrentlypartneredwithMajorLeagueBaseballandtheNationalFootballLeaguetopromotetheirpizzaandappealtothesetargetmarkets.Thiscompanyalsousesathletesasspokespeoplefortheirpizzatoboosttheirappealtothesetargetmarkets.UsingsportsorganizationsandofferingpromotionsforsportingeventsallowsPapaJohn’stoboosttheirpotentialcustomermarketandappealtoactiveloversofthesesports.III.AnalysisofCompanyWebsited

ThedesignofthePapaJohn’swebsitedoesnotchangeasawholeveryoften.Thebasiclayoutstaysthesameandtherunningbannerofspecialschangesasdifferentpromotionsoccurthroughouttheyear.Thislargechangingbanneristhefocalpointofthewebsite.Itdisplaysavibrantpictureoftheitemthespecialisappliedto,andittogglesbackandforthbetweentwoorthreepictures/promotions.AbovethefoldisthePapaJohn’slogo,themenubarwithbigprintedfontsoitcanbeeasilyread,apromocodeapplication

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bartoallowquickaccesstothosewhoalreadyknowofthespecials,adropdownmenuforlocation,anoptiontosigninorcreateanaccount,andaccesstotheshoppingcartfeature,aswellastheoptiontoviewlocations,learnmoreinformationaboutthecompany,switchthesitetoSpanishorgetagiftcard.Allofthefeaturesabovethefoldarelargeandeasytosee,allowingcustomerswhoalreadyknowwhattheywanttoeasilymoveforwardwithshoppingandthosethatdon’tcanfindthemenuandbrowsejustasquickly.Belowthefoldisthepreviouslymentionphotopromotiondisplayandanoptiontocreateyouownpizzaorscrollthroughtherestofthecurrentpromotions.Justbelowthat,theoptionisprovidedagaintocreateanaccountwithPapaJohn’s,aswellasdownloadtheirmobileorderingapplicationandpurchasingPapaJohn’sgiftcard.Attheverybottomofthewebsiteisalargebuttonyouarepromptedtoclickifyouwantmoreinformationaboutopeningafranchiseaswellaslinkstotheirsocialmediapages,awaytoregisterforemailandtextmessageoffersandtheoptiontotogglethepagetooneoftheinternationalsites.

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Overallthewebsiteisverycleanandeasytouse,withminimalclutter.Thelargefontandphotosmakesthissiteveryuser-friendly.Althoughthepromocodeapplicationbarisnotinanoptimalspotonthepage,topright,itislargeenoughthatifacustomerdoesnotseeitatfirst,itisstilleasytofindwhenscanningthepageasawhole.Thisallowsthecustomertoentertheirpromocodebeforetheybeginshoppingsotheydon’tforgettouseit.Thelocationservicesareveryaccurateandrememberyourpreviouslocationwhenyoureturntothepageatalaterdate.Specialsareplacedinmultiplelocationsonthehomepage

andthroughoutthewebsitetomakesureconsumersseethem.IfindthistobeaneffectivetoolincreatinganassociationbetweenPapaJohn’sandaffordabledeliverypizza.Asyouclickthroughlinksonthewebsiteittakesyoutoanewpagewithinthebrowserinsteadofanewwindowmakingnavigationsmoother.Onceonthemenuscreen

thetoolbarissplitinto5categoriesforeasycomprehensionandthereisaphotographanddescriptionforeachmenuitemaddingtotheuserfriendlinessofthewebsite.Anotherthingtonoteisthatwithinthecartandcheckoutscreen,PapaJohn’swillprovideyouwithsuggestionstosavemoneyorupgradetoalargesizeforasmallfee.Theonlydrawbacktothewebsiteanditsuserfriendlinessisthatyoucannotseethepriceofaproductuntilyouarecheckingout,makingitdifficulttodecidewhatyouwantasyouareshoppingaround.

PapaJohn’shasaverybigsocialmediapresence,especiallyonTwitter.Asforthepresenceontheiractualwebsitethereisnotmuch.Theydonotemphasizetheirsocialmediawithalivetimelineorfeatureoftweets,insteadtheysimplyputlinkstotheirfourmajorsocialmediasitesattheverybottomofthewebsite,althoughitdoesappearoneveryscreenwithinthePapaJohn’swebsite.ThewebsitedoesnotencouragecustomerstofollowthemonsocialmediaplatformsandonlyhighlightsTwitter,Facebook,YouTubeandInstagram.Even

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thoughallthesocialmediasitesdrivetheuserstothePapaJohn’swebsite,thewebsitedoesnotdothesame.Thereisnowaytojoinanyofthesocialmedianetworksfromthewebsitewitha“Likeus”buttonora“Follow”button.Youhavetoclickonthelinks,whichtakeyoutoaseparatepageforyoutolike,followorfavorite,yourself.Forauserfriendlywebsite,thesocialmediaaspectislacking.

Forasocialmediadrivencompany,noneofPapaJohns’contentontheirwebsiteissharableinanyfashion.Eventhoughtheyaresocialmediaheavycompany,thefactthatnoneoftheircontentontheirwebsiteissharablemaybethereasontheirpresenceissolowonPinterest.MakingthewebsitePinterestsharablecouldincreasetheirpresencesignificantly.

ThePapaJohn’swebsiteisavailableonmultipleplatforms;desktop,laptop,tablet,andmobile.Becausethewebsiteisnotsocluttereditappearsthesameandisneatandorganizedonthemobiledeviceeventhoughitisasmallerscreen.Thesamecontent,includingthescrollingspecialspictures,appearonthemobilesiteaswell.Theviewfromatabletisthesameasmobile.PapaJohn’salsooffersafreeapp,whichyoucandownloadfromtheappstoretomakeorderingeasier.Thewebsitehastobemobilefriendlybecausetheywerethefirstpizzacompanytoallowonlineordering,whichismostcommonlydonefromacellphone.

IV.CurrentSocialMediaPlatformsd PapaJohn’scurrentlyusesmostoftheavailablesocialmediaplatforms.TheyhaveanactiveTwitterandFacebook,postpicturestoInstagram,uploadvideostoYouTubeandhaveaLinkedInaccount.Thereisnouniformitybetweenthesocialmediaplatforms.ThecontentvariesfromplatformtoplatformwithmorefunnymediarelatedcontentgoingtoTwitter,productrelatedcontenttoYouTube,andnewsrelatedcontentgoingtoFacebook.Noneofthesocialmediaplatformsshareasimilarprofilepicturebuttheydosharethesamebannerpicture,justcroppeddifferentsizesforthedifferentplatforms.Twitter OutofallofPapaJohns’socialmediapages,thecompany’sverifiedTwitterpageisthestrongestandmostfollowed.Twitterhasover392thousandfollowers,31ktweetsandover8,000likes.Theprofilepictureisablackandredcoloredsnapchatcodethatallowsuserstofollowthembytakingapictureofit.IntheTwitterbiographysectionofthepagetherearethelinkstopapajohns.comandtheirVineaccount,aswellasthecustomerserviceTwitter,@AskPapaJohns.Asfarascontentgoes,theaccountutilizesalotofhashtags

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especiallyforholidaysandbigeventssuchas:#NFLDraft,#TaxDay,#NationalGarlicDay,#SB50,#NationalBrownieDay,etc.Theaccountisupdated3-5timesadaygifs,sportshighlightsrelatingtotheirpartnershipswitthePeytonManningortheMLB,vibrantphotosofpromotions,newsandpunyjokes.TheTwitteraccountgetsthemostcustomerengagementwitheachphoto,giforvideoaveraging70likesandeachMLBvideohighlightaveraging150likes.Theyalsocreatefunnypolls,likewhatshouldwechangethe7thinningstretchlyricsto,whichaverage1,000responses.PapaJohn’salsocreatesTwitterstoriessuchasPepperandGarywhoare“known”charactersthattouredtheUScitiesduringtheNFLplayoffstryingtofigureoutwheretheSuperbowlwouldbe.Theypostedpicturesandvideosofthetwo(apepperandgarlicsauce)indifferentlocationsaskingforfollowerstoguesswheretheyareandsuggestwheretheyshouldvisit.Alongthosesamelines,PapaJohn’sstartedahashtagcampaignwithastorycalled#PizzaMysteryforHalloween.Itwasawhodunitseriesofpostswherefollowersgotcluesastowhole“killed”(cut)thepizza.Theyevencreatedtwitteraccountsforthesuspectssothefollowerscouldengagewiththemaswell.PapaJohn’salsodoesanincrediblejobofreplyingtoalargemajorityofthetweetstheyaretaggedinaswellastweetswithhashtagsregardingpizzaandtweetsthatmentiontheirnamebutarenottagged.TheymonitortheirTwitterwelltomakesurenocustomerquestionsorcommentsgounheard.Facebook FacebookisPapaJohns’secondmostutilizedsocialmediaplatform.Theyhaveover4millionlikesand278,251check-ins.TheyalsoallowcustomerstoinvitepeopletolikethepageaswellassuggestlocalPapaJohn’sFacebookpagestolikeaswell.FacebookhasadifferentprofilepicturethanTwitter,whichisjustthelogoandsloganonaredbackground.ThebannerpictureisthesameasTwitter’sandspotlightsthecurrentdealgoingon.TheFacebookpagelinkstopapajohns.combutnoothersocialmediasites.Thepagealsohasasectionwhereyoucanviewvisitor’spostsandwhattheyaresayingbackandforthwithPapaJohn’s.ThepageallowsyoutoseetheTimeline,learnmoreaboutthecompany,andgetmoreinformationaboutacareerwithPapaJohn’s,photoalbums,andmore.Theirlargenumbersofphotoalbumsareveryclutteredandonlycontain3-10picturesperalbum.Thiscouldeasilybecleanedupandre-groupedforamoreaestheticallyappealinglook.Theyalsoprovideaneasilyaccessibleshopnowbuttonwhichopensthepapajohns.comwebsiteinanewbrowser.ThecontentonFacebookismoreseriousthanonTwitterandtheypostlessfrequently,aboutonceaday.TherearealotofnewsarticlespostedaswellashighlightsfromMLBgamesrelatingtotheircurrent#PapaSlampromotiongoingon.Theypostaboutnewproductsaswellandthelargemajorityofthepostshavesomekindofmediapostedwithit(link,photo,video,gif,article,etc.)TheengagementonFacebookismuchlowerthanitisonTwitter.Theyaverage20-30

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sharesoneventheirmostpopularvideosandgetabout20likesonapostwiththeoccasionalspikeof100-110whenanewproductorahilariousgifisposted.Again,PapaJohn’sisgoodaboutreplyingtocustomers.OnFacebooktheyhavepersonalizedresponsestouserproblems,notjuststandardmessages,andtheyusuallyreplywithinthehouroftheoriginalpost.Instagram ThePapaJohn’sInstagramaccounthas82.9kfollowersandaveragesabout800likesperpictureposted.Thecontentismostlyshortvideosandpictureswithbrightcolors.ThevideosandpicturespostedarethesameastheonesutilizedontheTwitteraccountaswellcreatingasenseofuniformityintheirsocialmediaalthoughtheydonotsharethesameprofilepicture..IntheInstagramdescriptionthelinktothePapaJohn’swebsiteisavailablealongwithastatementofverificationandtheirslogan.Thisaccountisupdatedtheleastwithapostonceadaytoonceevery3days.Theycontinuetheuseofhumoronthisplatformaswellbutcontinuetoinformfollowersoftheirnewspecialsthroughpicturedescriptions.PapaJohn’sdoesagoodjobofutilizingthesinglehashtagsthatarealsousedontheirTwitterpage.TheInstagramaccountdoesagoodjobofengagingwithusersbyre-grammingthebestusercontentontotheirownpage;meaningtheyrepostacustomerspictureontotheirownInstagramprofileandtagtheminitsotheyknowtheyhavebeenfeaturedonthecompany’sprofile.YouTube YouTubeisoneofthefoursocialmediaplatformsthatthePapaJohn’swebsiteprovidesalinktoontheircompanywebsite.Althoughitisfeatured,itisnotasactiveastheotherfeaturedsocialmediaplatforms.Thevideoswereuploadedverysporadically;somemonthshad7uploadsandothershadnone.Thecontentismainlysportsrelatedbutdoesincludevideosabouttheirnewingredientsandpersonalstoriestowarmtheheart.Thevideosrangeinlengthfrom15secondsto5minutes,whichappealstoallrangesofattentionspans.ThereisnohumorontheYouTubepagelikethereisontheirFacebook,InstagramandTwitter.Thepagehas1,697,541views.Thecompany

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disabledthecommentsfeatureonalloftheirvideossothereisnocustomerengagement.Alloftheirvideoscanbesharedoneverysocialmediaplatform,whereengagementisallowed.LinkedIn ThePapaJohn’sLinkedInpageservesasagreatnewssourceforcustomers.Thepagehas21,645followersandover10,000employeesconnectedtothemonthesite.LiketheFacebookpagetheyofferanaboutthecompanysectionaswellasasectionwhereyoucanlearnmoreaboutcareers.ThepageisupdatedtwoorthreetimesamonthdependingonwhatisgoingoninthemediawithPapaJohn’s.Theyprovidenewsarticlesontheircurrentspecials,thingsgoingoninspecificlocationsaroundtheUnitedStatesandevenhighlightsemployeesandtellstheirstories.Thissocialmediaplatformismuchmore

seriousthantheothersthecompanyutilizes.Itlacksthehumoroustonesetbytheirmainsocialmediasites.Thereislittletonoengagementwithfollowersonthepagebuteachpostaveragesabout50likesandallthearticlespostedaresharabletoTwitter,whichistheirmostactivesocialmediaplatform.

V.SocialSitesNotBeingUtilizedd Currently,PapaJohn’shasalmosteverysocialmediasite,buttheiruseoftheaccountscouldbeimproved.Thecompanyismissingoutonbrandingexposureopportunitiesbynotusingthesesitestotheirfullestability.Tumblr PapaJohn’sdoesnotcurrentlyhaveaTumblrpage.TheyarementionedandhashtaggedinpostsonTumblrbuttheydonotofficiallyhaveaverifiedcompanyTumblrpage.ThesiteoffersPapaJohn’stheopportunitytoshowcasetheirdifferentpizzasandsidesinanaestheticallyappealingway.Thissocialmediaplatformwouldalsoallowthemtocontinuetheuseofhumorthatispresentonothersocialmediaplatforms.Google+ PapaJohn’shasaverifiedGoogle+accountwith8,626followersandover1millionviews.UnfortunatelythemostrecentpostwasfromDecember2013meaningthesidehasmostlikelybeenabandonedduetolackofengagement.Thereasonsforkeepingthepage

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upandavailabletoseemayhavetodosolelywithSEOoptimizationandnothingtodowiththecontentpeoplecouldfindonthewebsite.Onethingtonoteisthatalthoughtherehasn’tbeenapostsince2013,thebannerphotographisthesameastherestofthecurrentsocialmediaplatforms,leadingonetobelievethattheyaredevelopingaplantobringbackthe

pagetoincreaseengagement.Thepostsweredifferentthanwhatwaspostedontheirothersocialmediaplatformsandtheydidgetcommentsontheirposts,althoughmostwerenegative.Onthissocialmediaplatform,theresponseratetocustomersismuchlowerandtheuseofhashtagsaremuchlowerandtheyaredifferentthantheonesusedontheothersocialmediaplatforms.ThesiteprovideslinkstotheirFacebook,Twitter,YouTubeandcompanywebsite.

Vine TheVineaccounthasagoodfollowerof17.7thousand,buttheaccountonlyhas40posts.Thisplatformcontinuestheuseofhumorandpuns.ThelargemajorityofthepostswerealsopostedtoeitherFacebookorTwitter.TherewasalargegapofnopostsbetweenSeptember20th,2015andApril2016.Sincethedarkperiodtheyhavepostedfourtimesamonth,whichisgoodbutnotforthisplatform.Typicalvineaccountshavepostseverydayoreveryotherday.RevampingtheirVinepagetomakeitmoreoriginalandentertainingcontentthathaslesstodowithspecialsandmoretodowithhumorandtheproducts.Socialmedia,especiallyVinecouldbeagoodwaytogainexposurewithouthavingtobetooserious.Pinterest InregardstoPinterest,PapaJohn’sisnotutilizingitatall.ItseemsliketheyaregoingthroughthemotionsofhavingaPinterestbutnotreallyusingittoitsfullcapacity.Theyhave15boardsand2.7thousandfollowers.Theyhaveboardsfortheingredientsofthedifferentlighterchoicepizzas,consumercreatedcontentinthePapaJohn’sFansboardaswellasspecialtypizzaandpromotionsboards.Theseboardshave5-10pinsperboard,whichisverylowforPinterest.Theyhaveascatteredamountofrepinsandboardsthatdon’tmakesensewiththetonePapaJohn’shasbeensettingonothersocialmedia.Thesiteseemslikedeadweightandshouldjustbedroppedasasocialmediatoolinsteadofbeing

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haphazard.ItdoesnotgoingwithPapaJohn’sbrandingandisalreadyatadisconnectwiththeusersofsocialmediaalready.Snapchat PapaJohn’sbroadcaststheirSnapchatontheirTwitterpagebyprovidingtheirsnapcodeastheirprofilepicture.TheirusernamecanalsobefoundwithalittlebitofInternetsearching,PapaJohnsUS.Unfortunately,theSnapchatiseithernotupdatedfrequently,theystoppedusingit,ortheyareprovidingthewrongusername.ByaddingthegivenSnapchatusername,onedoesnotreceiveanysnapsorseeanystoriesfromtheprofile.Inthepast3weekstherehasbeennoactivityfromtheaccountdespiteSnapchatbeingtheonesocialmediaplatformthatcanbeupdatedeveryhourwithoutbeingoverwhelming.Iftheyhavepostedthewrongaccountname,thatcouldbeproblematicandthemoneythey’respendingtomakecontentisbeingwasted.Iftheytrulyjustaren’tpostinganything,theyshouldphaseouttheSnapchataccountandremovethesnapcodefromtheTwitterprofilepicture.Confusingconsumersistheworstpossibleconsequenceacompanycanhavefortheirsocialmedia.VI.CompanyInTheNewsd

WhilethePapaJohn’scompanytriestokeeptheirnameinagoodlight,theyarenotunfamiliartocontroversyinthemedia.InMayof2008,PapaJohn’shandedoutt-shirtsmakingfunofLebronJamesatanNBAplayoffgameinWashingtonD.C.(Source2)Theshirtsfeaturedthenumber“23”and“Crybaby”onthebackoftheshirt.(Source2).Shortlyafterthet-shirtswerehandedout,pictureswerepostedontheInternetanddisplayedonClevelandtelevision,whichputpeopleintoafrenzy.(Source2)PapaJohn’sthenissuedanapologyforthet-shirtsandtheirheadquarterstooknoresponsibilityforthet-shirts.Theyclaimedthattheyhadnoknowledgeoftheseshirts,anditwasalocalfranchisethatpurchasedthe

shirts.(Source2)TherewassomespeculationtothesestatementsbecausetheirheadquarterswaslocatedinWashingtonD.C.atthetime.(Source2) Asaresultofthisincident,PapaJohn’sofferedtwenty-threecentlargeone-toppingpizzasatmorethan40storesinthegreaterClevelandareaandaroundNorthernOhio,asawaytoapologize.(Source2)ThisapologeticactworkedmoreinfavorofPapaJohn’sthantheyhadexpected.Thecompanysoldoveronehundredseventy-twothousandpizzasthatdaywithlinesthatwereoutofthestores,sometimesthreehourslong.(source2)AllofthemoneythatwasraisedfromthispromotionandanadditionaltenthousanddollarswasdonatedtotheCavaliersYouthFund,whichwascreatedbyLebronJames.(Source2)WhilethissituationwasamistakeonPapaJohn’spartbyallowingtheirfranchisetoprintthoset-shirts,evenwithouttheirknowledge,itworkedoutforthemintheendbecauseofthelarge

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influxofbusinesstheyreceived.Thiscontroversyhelpedgetthecompany’snameinthemediaandhelpedbringinmorepotentialcustomers.VII,CrowdsourcingandConsumerRelatedContentd In2010,PapaJohn’sowner,JohnSchnatter,decidedtoenlistthehelpofhiscustomerstocreatethenextspecialtypizza.ItwasacompetitiononFacebookandtheirwebsitewherecustomerssubmittedtheiringredientcombinationsandgavetheirrecipesanameandadescriptionofthepizzaforachancetowinfreepizzafora50years,1%ofsalesontheirpizzaupto$10,000andthethreefinalistseachwon$1,000fortheirparticipation(Voight,2010).ThesubmissionsclosedinJuneandthreefinalistswereselectedinAugustandthenweresoldatselectPapaJohn’slocationsacrossthecountry.Theonewiththemostsaleswouldremainonthemenuandwinthegrandprize.PapaJohn’susedthisfunsocialmediacampaigntopickthebrainsofcustomersforproductimprovementsandnewideas.Thefinalistsusedtheirsocialmediatopromotetheirpizza,whichthusboostedthePapaJohn’snameandbrandawareness.PapaJohn’sturnedthiscompetitionintoamediaeventbyflyingthefinalistsouttoKentuckytotelltheirstoryandsharetheirpizzacreationwiththecorporateoffice.TheincorporationofFacebookintothiscrowdsourcecontentbasicallybuiltsharingintothecampaignspreadingtheirnameanditsreach. PapaJohn’sdoesagoodjobofcreatingtheirowncontent,butthereisuser-generatedcontentforPapaJohn’soutthereaswell.ThepartnershipwithPeytonManninghascreatedquiteasocialmediastormoffunnymemesthatrelatethewayPeytonisplayingorwhatheisdoingtoPapaJohn’s.AlthoughsomemightbepokingfunatPapaJohn’sitcontinueswiththehumoroustonethecompanyportraysacrossmultiplesocialmediachannels.ThesememesaresolelyforentertainmentpurposesandtellyounothingaboutPapaJohn’sasacompanyortheirproducts,butitdoesgenerateconversationsbetweenconsumers.Thismeansthateveryyearduringfootballseason,PapaJohn’sexposurewentupduetothefactthatPeytonisplaying,regardlessofhissuccess,andhisisnowlinkedpubliclytoPapaJohn’s.ThereweremanyconversationsandusergeneratedcontentcreatedasPeytonandtheBroncoswontheSuperbowlin2016andJohnSchnattergreaterhiminthewinner’scircle.HavingacelebrityorathleteassociatedwiththecompanygivescustomersanothertopictotalkaboutandgeneratecontentaboutwhichinthiscasehelpswiththesuccessoftheirNFLpromotionalcampaigns. Customershavealsocreatedtheirownreviewsiteoutsideofyelp,tripadvisor,Googlereviews,andFacebookcalledhttp://papa-johns-pizza.pissedconsumer.com,whichismadeupofalmostexclusivelynegativereviews.Customersdiscussthingssuchasfood,deliveryservice,staff,customerserviceetc.Visitorsareallowedtolikeordislikeapostandcommentonitaswell.ThereviewsarealsoavailabletoshareonTwitterandFacebookandarefilteredbylocationandratingfromonetofive.Thereviewalsoprovidesanoverview

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sectionwhereyouexplainreasonforview,preferredsolution,predictedmonetarylossandrating.ItisinterestingtonotethatcustomersofPapaJohn’sfeltsostronglyaboutreviewthem,theyneededtocreatetheirownwebsiteoutsideofthetypicalreviewplatforms.PapaJohn’shasalsobeenreviewedonthepopularreviewsourceSiteJabberwheretheyhavebeenrateda70%ontheirsatisfaction.Thenegativereviewsdooutweighthepositive,butthatistypicalfornon-traditionalreviewsites.PapaJohn’shasastrongmixofpositiveandnegativereviews.Mostofthereviewsarelocationbaseandnotthecompanyasawhole,whichissomethingcompanieswithfranchiseshavetobecarefulof.VIII.CurrentSeason’sPromotionalCampaignsd PapaJohn’smostcurrentpromotionalcampaigniscalled#PapaSlamandwascreatedforthiscurrentbaseballseasonsincetheystartedapartnershipwiththeMLB.ThiscampaignstartedonTwitterandspreadtoFacebookandInstagramasaresultofheavyuseofthehashtag.#PapaSlamgivescustomers40%offtheirnextpurchasewiththepromocodePAPASLAMiftheirlocalMLBteamhitsagrandslamduringagame.EachtimethisoccursPapaJohn’stweetsavideoofthegrandslamwiththehashtagtostartconversationswithcustomersaboutthegame,thepromotion,andbaseballingeneral.Thesetweetsgeneratethemostengagementwiththehighestnumberoflikesandretweets.OnFacebookthe#PapaSlampostshavethehighestamountofviews,averagingabout40thousand.Alotoftalkhassurroundedthepromotionsince#PapaSlamreplaced#Dominonothis2016MLBseasonastheofficialbaseballpromotion.CustomershavemixedfeelingsaboutthechangeofpromotionandchangeofcompanybutalltogetherconsumersagreethatagrandslamismorelikelytooccurthananohittermakingitreasonablefortheMLBtochangethecompanyandpromotiontheypartnerwith.Eventhoughconsumerswereusedto#DominonothecurrentPapaJohn’spromotionisamuchbetterdealandwillhappenmorefrequentlythroughouttheseason. BetterIngredients.BetterPizza.hasbeenPapaJohn’ssloganforyears,butithastakenonawholenewmeaningastheyhavedecidedtocleanuptheirmenuandhas

removedhighfructosecornsyrupandartificialingredientsfromtheirmenu.Theyhavejoinedthenaturalisbettermovementinordertoappearhealthiertotheircustomers.TheadvertisementsthatgoalongwiththiscampaignaresimpleandrevertbacktoCEOJohnSchnattertalkingaboutthefreshnessoftheingredients,ratherthancelebrities.PapaJohn’sevencreateda“NoNo”listofingredientsthatwasfeaturedontheirwebsitefora

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coupleofmonthsasthecampaignkickedoffforcustomerstoseewhattheywouldnotallowintheirfood.Theemphasisontheirfreshingredientscanbeseeacrossalloftheirsocialmediaplatforms,especiallyPinterest.PapaJohn’screatedspecialPinterestboardsspecificallyfortheingredientsthatareacceptabletobeputintothecompany’spizza.ThegoalofthiscampaignwastogetittothesamelevelasChipotle,whichaccordingtostudieshasthecleanestreputationingredientswise(Duncan,2015).Inthefightagainstfastfood,PapaJohn’shadtodosomethinginordertoremainacontenderinfoodchoicesassocietydecidestoeathealthier. Thepurposeofthesecampaignsistogeneratesalesbyprovidinganincentivetoconsumersthroughthepromotion.PapaSlamprovidesadiscountandthesloganrebootemphasizestheirsuperiorityoverotherdeliverypizzacompanies.PapaJohn’shastobecarefulwiththeirtwocampaignsthough.Itiseasyforthemtocomeacrossas“fake”andthatthechangeofingredientsisamediastuntratherthanachangeofheart.PapaSlamfacesridiculeforthereplacementofanotherpopularpizzapromotioninpreviousyears.Itisnotpossibletopleaseeveryoneandwiththelight-heartedandhumorousattitudeofPapaJohn’sitislikelythatbothcampaignswillbereceivedwellandbecomesuccessfulinthecomingmonths.PapaJohn’salsooffersvisitorstotheirwebsitetheoptiontosignupfortheemailortextlisttobeupdatedwithnewpromotionalcodesasthecampaignschange.AsPapaJohn’shasgrownasacompanytheircampaignshavechangedwiththem.Theyhaveseenmoresuccessandincreaseinsaleswithinteractivesocialmediacampaigns,likePapaSlam,whereahashtagcanbeusedtoblastthemessageoutacrossmultipleplatforms.IX.SocialMediaStrengthsd

PapaJohn’sdoesagoodjobofpromotingtheircompanyonSocialMedia.Theyoffermanydealstotheircustomersandtheydoagoodjobofmakingsurethosedealsareadvertisedontheirsocialmediapages.DisplayingthesedealsasbannersontheirFacebookandTwitterpagesallowsthemtobewell–knownbecauseanyonewhovisitsthatpagecanseethecurrentpromotiontheyhavegoingon.ThesedealshelpPapaJohn’sseemmoreaffordabletotheircustomersandallowthemtolookmorepositiveonsocialmedia.Theyalsodoagoodjoboflinkingonsocialmediaplatformtoanother.PapaJohn’susestheirSnapchatcodeastheirtwitterpicture,inordertogainmorefollowersonSnapchat.Twitteristheirmosteffectivesocialmediaplatform,sousingthispagetopromotetheirSnapchatisaneffectivewaytoboosttheirfollowers.PapaJohn’salsohasalinktotheirwebsiteontheirFacebookpage.Thisallowsanyusers,whovisittheFacebookpage,theabilitytogotothewebsitewithaslittlehassleaspossible.Thisissmartbecausecustomersmaybemorelikelytoorderfromthewebsiteifitiseasilyaccessible.

PapaJohn’sdoesagoodjobonusingtheirtwitterpageasaplatformtoactivelyengagetheirfollowersintheirpromotionsandcampaigns.Theyusehashtagseffectivelytohelptheirpromotionsandspreadthewordonwhatdealstheyhavecurrentlygoingon.Theyusehashtagsthatareconsistentbetweendifferentsocialmediaplatforms,inordertomakesuretheinformationisthesame.Thisminimizestheamountofconfusioncustomerswillhaveaboutthepromotionsandmakethemmorelikelytoorderpizzausingthesedeals.Besidesmakingyourpromotionsconsistent,itisalsoimportantthatacompanyisactivelyengagingwiththeircustomers.PapaJohn’sdoesagoodjobofthisonplatforms

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thattheyactivelyuse.CustomershavetheabilitytocommentontheirFacebookpageortweetthemonTwitter,andPapaJohn’smakesitapointtorespondinatimelymanner.Thisisimportantbecauseitgivesthecustomerasenseofbelongingandmakesthemfeellikethecompanygenuinelycaresabouttheirthoughtsandconcerns.X.SocialMediaWeaknessesd

WhiletherearemanythingsthatPapaJohn’sdoesreallywellonsocialmedia,thereareafewareaswheretheyfallshort.TherearesomesocialmediaplatformswherePapaJohn’sdoesnothaveanyactivity,andthiscouldultimatelyhurttheirsocialmediapresence.PapaJohn’sdoesnotcurrentlyhaveaTumblrpage,sotheyarenotusingthisplatformatalltoengagewithadifferentareaoftheircustomerbase.Thiscouldultimatelyhurtthemonsocialmedia,becausetheyarenotusingalloftheplatformsavailabletoreachtheircustomersandgettheircompanyouttopotentialnewcustomers.

Inordertohaveastrongsocialmediagame,acompanymustbeactiveonallofthedifferenttypesofplatformsandmakesurethattheyareactivelyengagedwiththeirusers.PapaJohn’shasnothadanyactivityontheirGoogle+pageinrecentyearsandhasleftnegativeusercommentsupandunrepliedforeveryonetosee.TheyalsoarenoteffectivelyusingtheirPinterestpagetoengagewithfollowers,astheydonotposttheirowncontent,butonlyrepinothers.PapaJohn’sisalsonotusingSnapchatinaneffectiveway,astheyhavenotpostedanysortofupdatesinmonths.SincetheyareadvertisingtheirSnapchatcodeontheirTwitteraccount,itdoesnotmakesensethattheyarenotusingthisplatform.Abandoningasocialmediapageornotusingiteffectivelycanhurtacompany’sstrengthonsocialmedia.Itcancreateadisconnectbetweentheirusersandthecompany,becausetheylookliketheyarenotinterestedinengagingwiththecustomersonallplatforms.XI.Four-WeekPromotionalCampaignd

PapaJohn’sdoesanexcellentjobofrunningpromotionalcampaignsthroughouttheyearcenteredaroundsportsandsportingevents.WiththeirpartnershipwithPeytonManningandtheMLBtheyhavehadmuchsuccess.TodistancePapaJohn’sfromtheusualsportscampaigns,itissuggestedthattheyruna4weekpromotionalcampaignleadinguptoMarch14th,PiDay.PapaJohn’sdoesnotcurrentlymakeabigdealaboutPiDay,butpizzacanbeconsideredapie,thiscampaigncouldbejustwhattheyneedtostartdiscussionsaboutPapaJohn’sagainaftertheSuperbowl,especiallysincePeytonManningretiredandnolongerhasthepotentialtoplayinthegame.Thisfour-weekcampaignwillstartonFebruary15thandrunallthewayuntilMarch14th.Thecampaigngoalwillbetogeneratemoreengagementwiththecustomersabouttheirproducts.Thethemeofthecampaignwillbefunnycontent(gifs,photos,puns,jokes,etc.)usedsolelytogetconsumersattentionandraiseawarenessforPiDayandthepromotionof31.4%offanyregularpricedpizza.ThecampaignwillbefocusedonFacebookandTwitterand

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willhaveacontentpostedeverydayfor28days(schedulepicturedbelow).Whenthecampaignbeginsthehashtag#PJPiDaywillbeintroducedalongwithaconsumercreatedcontentcontest.EveryMondayofthefour-weekcampaign,PapaJohn’swillpickthebestPiDayrelatedtweetandfeatureitontheirTwitterandFacebookpages.Alltheyhavetodotoentertheircontentispostwhattheywanttoenterandusethe#PJPiDayonthepost.ThefourwinnerswillreceiveaPapaJohn’sgiftcardandhavetheirTwitterandFacebookprofilestaggedonthepostwhenitispostedtothePapaJohn’sprofiles.Ontheseconsumer

createdpostsPapaJohn’swillincludeabit.lylinkdirectingfollowerstothePapaJohn’swebsitewheretheycangetmoreinformationaboutPiDayandthepromotionstheywillbeofferingonthatdayonly.ThiswillhelpPapaJohn’strackengagementandseehowmanypeopleareviewingthecontentandareinterestedenoughtoclickonthelinks.Boththebit.lylinksandthetaggingofconsumerswillhelpPapaJohn’sextenditsreachandboostengagement. PapaJohn’swillalsorunasmallerVinecampaignusingthesamehashtag,#PJPiDaywiththegoalofgettingmoreviewsandre-vinesontheiraccount.Aspreviouslydiscussed,thePapaJohn’sVineaccountisnotbeingusedtoitsfullestabilityandrunningacampaigntodriveconsumerstotheprofilemaybejustwhatitneedstojumpstarttheprofileinto

asuccessfulsocialmediatool.Thiscampaignwillhavebi-weeklypostingsoffamoussongswiththewordPieinitoraddedtoit.Forexample,“She’smycherrypie”or“callmeonmyPiephone”.Thesevideoswillincludebackgroundsofpizzapiesaswellasrelatedcontenttothesong.ThisVinecampaignwillbringbackthebelovedcharactersGaryandPepper,goalisforthe#PJPiDaytogaintractionwithintheVinecommunityandhaveconsumerscreatecontentthatwayaswell.PapaJohn’swillgetpopularVinersandinfluencerstopartakeinthehashtagaswelltogetthediscussionstarted. Campaignssuchasthisone,workwellwithanaudiencethathasashortattentionspanandtheneedtobeentertained.Keepingthepostedcontentrelevantandfunnywillhelpgeneratemoreengagementanddrivepeopletotheirothersocialmediaplatformsandcompanywebsite.Afour-weekcampaignforasingledaywillraisetheawarenessoftheeventandincreasesalesleadinguptoandontheactualday.ThebulkofthiscampaignwillincreasebrandreachandexposureforPapaJohn’s,whichissomethingtheyneedinordertostayrelevantinbetweensportsseasons.

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XII.Conclusiond PapaJohn’sisalong-standingwellknownbrandinthedeliverypizzaindustry.Thecompanystartedinthebackofabarandtransformedintoapizzapowerhouse.Itwasbuiltonstrongvaluestogivethecustomerthebestqualitypizzaatthebestprice.PapaJohn’shasalwaysaimedtokeepthecustomerhappyinordertohavethemostsuccess,andstrivestocontinuethatmissionevenafterthirtyyearsofbusiness.

PapaJohn’shasbeenabletoexpanditscompanybyusinggoodbusinessskillstocreatepartnershipswithlargesportsorganizationsandeffectivelyusingsocialmedia.Whiletheyareinthetopthreelargestcompaniesinthepizzaindustry,theyhavetheopportunitytoclimbintheserankingsbyefficientlyusingtheirsocialmediaplatformstokeeptheircustomersengaged.TheirpresenceonsocialmediaplatformssuchasFacebookandTwitterisdonesowell,thatitmakesupfortheirlackofengagementonotherplatforms.Withimprovementsontheseadditionalplatforms,PapaJohn’scouldseeaboostintheircompany’scustomerengagementandultimatelyincreaseinsalesandrankingsoverall.Theirstrongbrandingandeffectivetargetingtopotentialcustomersgivesthemthepotentialriseabovecompetitorswiththeirimprovedsocialmediaplatforms.

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XIII.ReferencesdDuncan,Nicole."PapaJohn'sBringsNewMeaningtoanOldSlogan."QSRMagazine.12Aug.

2015.Web.01May2016.<https://www.qsrmagazine.com/news/papa-johns-brings-new-meaning-old-slogan>.

"PapaJohn'sApologizesForItsLeBron.""Crybaby"T-Shirts.5May2008.Web.02May 2016.<http://www.sportsbusinessdaily.com/Daily/Issues/2008/05/Issue- 156/Sponsorships-Advertising-Marketing/Papa-Johns-Apologizes-For-Its-Lebron- Crybaby-T-Shirts.aspx>. "PapaJohn'sInternational,Inc."CompanyProfile,Information,BusinessDescription,History,

BackgroundInformationon.Web.02May2016.<http://www.referenceforbusiness.com/history/Oe-Pa/Papa-John-s-International-Inc.html>

Voight,Joan."PapaJohn’sPizzaContestPairsSocialMediaandR&D."ClickZ.09Aug.2010.

Web.20Apr.2016.<https://www.clickz.com/clickz/news/1727204/papa-john-s-pizza-contest-pairs-social-media-r-d>.