MARCO'S RECAP 2017

It’s been quite the PARTY!!

Marco’s Pizza is one of the most authentic pizza brands in Atlanta with a great story to tell.  And to tell that story to a large and passionate audience of pizza lovers, Atlanta Eats created and executed a fully integrated marketing plan for Marco’s to enhance brand positioning and ultimately drive store sales.

OBJECTIVES OVERVIEW

Atlanta Eats sought to accomplish the following MARCO’S marketing/business objectives;

  • Reinforce the authentic Italian experience of the Marco’s Pizza brand through regular/on-going integrations within the programming of Atlanta Eats

  • Create high quality, engaging video content assets for Marco’s to re-purpose across their owned media platforms
  • Provide Marco’s Pizza with influencer endorsements by Steak Shapiro, the personification of sports and food in Atlanta  

  • Tell the Marco’s Pizza  story through a full length segment to bring the brand to life and and re-position the brand around Italian inspired pizza with fresh ingredients and putting a huge emphasis on serving Metro Atlanta 

 

TELEVISION

OVERVIEW: 2.5 – 3.5 minute Marco’s pizza ‘feature’ to include Pat Giammarco, that communicated why Marco’s is a fantastic local restaurant that puts out Italian inspired pizza and other great options all built with the freshest of ingredients, with a huge emphasis on serving Metro Atlanta.

PROGRAM FLIGHT DETAILS

Atlanta Eats TV Show: SAT 7-8PM & SUN 10:30-11:30AM on Peachtree TV

  • Aired Marco’s Original Content features, 5X short stories during flight: 26X airings of Original Features
  • Aired Long Form restaurant segment a total of 6X times during flight
  • Aired of :30 second television commercials provided by Marco’s” 52X TV commercials total
  • Weekly custom :15 second TV billboard with graphics and call to action:  52X :15 second billboards total

TOTAL IMPRESSIONS: 3,660,168

STEAK SHAPIRO ENDORSEMENT

OVERVIEW: Leveraging Steak’s influence in the Atlanta market and his media reach, we executed the following on behalf of Marco’s with Steak Shapiro endorsing the brand. We increased engagement by having Steak deliver pizzas to an office for an Office Pizza Party!  PROMOTIONAL DETAILS

  • Steak to voice :30 second Atlanta local radio commercial for Marco’s: 1X :30 second radio commercial endorsement
  • Social Media Sharing & Posting of Marco’s content on Steak’s Facebook, Twitter & Instagram: 1X per month 
  • Steak to promote and hosts 2X ‘pizza party’ activations: Sign up to enter on AtlantaEats.com & Steak brought 20 Pizzas, entrants described why they deserved to win, acknowledge that they will be signed up for Marco’s Newsletter/Email 

RADIO EXPOSURE

OVERVIEW: Atlanta Eats is always looking for ways to provide added value for our core partners such as Marco’s. One of the way’s we have been able to do that throughout the flight is through unsolicited, organic mentions on Atlanta Eats Radio show on 106.7 FM with host Mara Davis. TOTAL IMPRESSIONS: 40,500

SOCIAL MEDIA

OVERVIEW: While the core of Atlanta Eats is a hyper-local, informative, and entertaining TV show, it is supported by multiple communication channels such as social platforms, robust website, event marketing opportunities, etc. Atlanta Eats supported all Marco’s Pizza programming  with social media marketing.

PROMOTIONAL DETAILS

  • FaceBook posts Impressions: 20,683
  • Twitter posts Impressions: 15,486
  • Targeted Facebook Campaign posts
    • Impressions: 347,133
    • Video Views: 197,520
    • % Video Watched: 46.75%!!! Facebook Avgerage is 18%                                                                                                                       

TOTAL IMPRESSIONS: 383,308

WEB PROMOTION

OVERVIEW: At Atlanta Eats we want to help our advertising partners with impactful brand awareness with craveworthy content.  Therefore, gaining a larger Metro Atlanta audience for clients through our robust daily webpage traffic on AtlantaEats.com. 

PROMOTIONAL DETAILS

  • 5x Short Stories to be housed on Atlanta Eats website
  • 1x Branded Landing Page on Atlanta Eats
  • 2x Activation Customer Entry Giveaway – Steak Delivers Pizza to your Office. Office Pizza Party!

ESTIMATED TOTAL IMPRESSIONS: 250,000