Assessment 2: Implementing and Evaluating the Pizza Rush PR Campaign

This assignment details the implementation and evaluation of a public relations campaign for Pizza Rush. It outlines the implementation strategy, emphasizing online media, social media influencers, and direct distribution. The assignment then evaluates the effectiveness of various media types, including direct mail, external promotional materials, press, promotional materials, radio, and television, discussing their advantages and disadvantages. It also describes how to monitor campaign progress, including response rates and stakeholder feedback, and outlines the approval process for campaign changes. Part B focuses on reviewing and evaluating the campaign, particularly the email marketing component, by analyzing delivery rates, open rates, and click-through rates. It provides an analysis of the campaign's effectiveness, highlighting improvements made and the need to optimize email subject lines and content for better engagement and conversion rates. The assignment concludes by documenting the improvements made to the campaign and the importance of a healthy subscription list and customized content.

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

1. Methods you will use to monitor review and evaluate the effectiveness of the email
campaign
According to studies, 77% of customers prefer email over other forms of online channels of
marketing. However, we need to understand the effectiveness of our present campaign by
certain metrics for email marketing. The major email marketing metrics are the measurement
of the delivery rates. If the delivery rate is high, then it is induced that the campaign is
reaching the targeted audience. If the rate is low, then the campaigners need to build a recent
and active subscription list.
The next metric, is the rates at which the email has been opened. The higher the rate of
opening the email, the higher rate of success of the intended campaign. The opening of an
email depends highly on the subject of the email. The subject should be attention seeking
enough for the potential customer to feel an urge to open and read its content.
Once the email has been opened, the next criteria should be “click through rate”. This
depends on the relevancy of the content of the email. If the consumer finds it interesting and
relevant, the click through rate shall be higher. A mass email shall fail to generate a similar
kind of response (Hartemo, 2016).
2. Prepare an analysis of the effectiveness of the campaign for relevant internal and/or
external stakeholders
According to the data, 30% of the target audience who received the email had opened the
email and out of this 30%, only 10% is clicked through rate. However, the conversion rate is
very high, considering the fact that 90% of the consumer of the clicked through rate, actually
made the purchase. Thus, from the data, it is evident, that we need to improve our subject line
to attract more consumers to open the email. The more difficult perspective would be to
increase the click through rate, because as we can deduce, that the content is strong enough
for conversion, but, the relevancy has not been analyzed properly before sending out the
mails. Thus, we can conclude, that before sending out further email campaigns, the team
should be more proactive in creating a very attractive subject for the emails, which in turn
shall lure the consumers in opening the mails. Also, a very healthy subscription list is
necessary for these campaigns. Finally, the content of the email should be relevant and
interesting to the correct target audience and at the same time the emails need to be a little
more customized, for example, with the names of the consumers.
3. Document any recorded improvements to the campaign
When we consider the fact, that even after the damaged reputation of Pizza Rush, 30% of the
emails have been opened and the conversion amounts to 2,700 of customers is a
commendable improvement on the part of the campaign. Thus the campaign is a success from
the first point of view and it is evident, that the video was effective enough to convert 90% of
the consumers.

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