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Student Marketing Case Study - Papa John's Pizza

Papa John's needed some unique insights into the perception of its brand on campus.

Background:

Pizza chain, Papa John's, was looking to increase its market share in the student market.

After a rigorous selection process, it approached Campus Media to get the insights it needed to create its student marketing plan. Campus Media was chosen because of its expertise and experience in youth marketing and due to its unique access to an engaged and influential community of student brand ambassadors (Campus Media Crew)

Working closely with Papa John's, Campus Media conducted a bespoke marketing focus group with a wide, representative sample of students from across the UK.

Objectives:

The overall objective of the campaign was to uncover the real opinions and views from students on Papa John's pizza, for the brand to be able to then create a considered marketing strategy to target this audience.

This also included highlighting the types of promotions that students are most likely to respond to and their ideas for new promotions.

Strategy:

Initial research ('Takeaway Buying Habits' survey) was distributed to Campus Media's student database to get the wider habits and thoughts of the student demographic. The findings of this survey formed the basis of the Papa John's specific focus group.

Campus Media then selected 14 students, taken from Campus Media Crew, to take part in the main focus group.

The focus group was conducted over a two hour period in the Campus Media offices and covered a range of quantitative and qualitative questions.

Results:

  • 1,000 students completed the initial survey, providing a strong basis for the focus group for Papa John's
  • Using the results from the survey and the focus group, Papa John's planned and created a bespoke and strategic marketing campaign to target students in 2014/15.


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