Implementing and Evaluating Public Relations and Email Marketing Campaigns for Pizza Rush

Assessment 2
Part A – Implementing the Campaign
1. Your Pizza Rush public relations campaign is ready for launch. How will you
implement it?
Public Relations is important for increasing good will, favourable image and most
importantly sales. In today’s world, most of the target audience is media savvy and thus we
need to reach the majority through online. Instead of handling a huge number of hard copies,
it would be easier to reach the journalists and the customers through the internet, where the
attention lies. For this, cultivating online relationship with the reporters is important. Also,
choosing the journalists should be based on their interest (Seltzer & Lee, 2018). For the
purpose, we need to pick up food bloggers and journalists. A story regarding the strong
comeback of Pizza Rush with a renewed energy and customized products for the clients
should be presented.
The second way, is to target the audience through the social media influencers. They act from
a third party point of view and help in shaping the audience attitudes through various social
media. The social media helps in sparking interest about the launch among the consumers
(Freberg, Graham, McGaughey, & Freberg, 2011).
Also, the pamphlets should be handed over personally to the residents of the area. This can be
done through the newspaper boys.
2. Evaluate the potential effectiveness of the following types of media:
Direct Mail – Direct Mail has several benefits including the fact that it is highly targeted and
the target list can easily be procured from the Direct Marketing Association and Dun and
Bradstreet. The measure is also cost effective. Direct Mail has another major advantage of
being highly measurable and individualized (Suttle).
However, the disadvantages lie in the fact that it has a long lead time. Some consumers
consider direct mails as “junk” and the success rate is 1-2% as per the records in the Direct
Marketing Association. Direct Mails, at times, can be expensive if the services of copy
writers, professional photographers and artists are utilized (Wolski).
External Promotional material – This helps in shaping the customers’ perceptions and also
can instigate an action. They can be crafted for positive positioning and inciting buying
choice. It also helps in maintaining customer relationship and help in repairing the company’s
damaged image.
The effect of external promotional material is not predictable and also involves high cost. The
promotional materials are not always suitable since the consumers’ preferences are constantly
changing (Bobocea, Spiridon, Petrescu, Gheorghe, & Purcarea, 2016).
Press – This mode of marketing proves to be effective in various ways. The press has a wide
spectrum of audience and has a comparatively fast result. Even though a newspaper or

magazine in response rate is as low as 0.01%, even then, there is a scope for a larger volume
of response. Also, the rates of advertising are negotiable and as a matter of fact, cost
effective.
However, even though the advertising rates are negotiable, the cost of advertising is not
cheap and a small space can cost a huge amount. Readership of ads is comparatively low.
Thus the press, can be utilized by taking the journalists in confidence and getting them to
write about the company.
Promotional Material – It helps in building brand loyalty, relationship with customers, perk
up the visibility of the brand, and help in generating further leads
However, this does not seem to have a long term effect on the customers, and once the image
of the brand has been tarnished, it needs stronger advertising inputs for a comeback (Walrave,
Poels, Antheunis, & Noort, 2016).
Radio – This form of advertising has a wider reach in a particular geographical context. The
cost of radio advertising is far lower compared to other advertising medium.
But radio advertising has its own disadvantages in the form of distraction on the part of the
audience, not having a permanent effect and at the same time retaining attention
Television – It is considered to be one of the most powerful mode of advertising, the effect of
showing the product increases the desirability of the product and helps the audience in
retention by the pictorial view of the products
It involves a huge production with a lot of manpower and cost. Also, the advertisements need
to be frequent in order to make the audience remember and that amounts to a huge capital
investment. Also, if there are necessary changes required, then they become costly and
difficult at the same time (Bruce, Murthi, & Rao, 2017).
3. How would you monitor campaign progress against scheduling and costing
requirements?
The progress of the campaign can be monitored through the number of responses activated
after the launch. It can be measured by the inquiries or calls by potential consumers, taking a
qualitative input from the stakeholders, and conduct an online research to understand the
effect of the campaign on the consumers. This proves to cost effective and useful in gathering
the information. Discussions and chats on social media and number of people visiting the
page also form a good method of evaluation (advertising, 2016).
4. If changes were required, who would you need to gain approval from?
The approval should be sought from the key stakeholders in the whole process. The
leadership of Pizza Rush, the investors, and the people involved in developing the campaign.
Part B – Reviewing and Evaluating the Campaign