Digital Marketing Plan for Broadway Pizza in Long Beach, California

2. Company Background
Broadway Pizza and Grill is an Italian restaurant located in Downtown Long
Beach, California. The restaurant opened in 2006 and has been a perfect
family and neighborhood place of gathering for classic Italian cuisine. Their
menu consists of delicious starters like hot wings, parmesan steak cut fries,
italian hot link, and garlic cheese rolls. Customers who are looking for a
healthier alternative could try a delicious salad prepared with a mix of baby
greens and romaine lettuce with your choice of favorite add ons. The dinner
menu offers a variety of delicious Italian style pastas, locally loved sandwiches
with shoestring fries, and pizza (Gluten free available upon request). Broadway
Pizza and Grill’s mission is to provide Long Beach locals and visitors an
affordable but delicious taste of home cooked Italian goodness.

3. Internal & External Analysis
Internal:
● Great customer service, employees are
helpful and enthusiastic.
● Restaurant appealed to a wide target group.
● Digital Media presence was weak (all forms
of social media was inactive).
○ Facebook page had 14 likes, last
post was on December 2nd, 2014.
○ Previous instagram had 24 followers
with 16 posts, last post dating back to
24 weeks ago from February.
○ Didn’t own a Twitter account.
External:
● Pizza chain restaurants are less expensive
due to Broadway Pizza having a variety of
gourmet pizzas.
● Has a weak presence in the Long Beach
Community, not in people’s consideration
set when it comes to going out to eat or
eating pizza.
● A lot of other pizza restaurants to choose
from.

4. SWOT Analysis
Strengths:
● Delicious classic Italian food.
● Well established menu consisting of:
appetizers, salads, pasta, sandwiches and
pizza.
● Reasonable Pricing.
● Loyal “Regulars”.
● Beer on tap.
Weaknesses:
● Minimal Parking, Parking Structure Fee
● Inconvenient area.
● Restaurant lacks personality.
Opportunities:
● Resolve issues with customers and try to
get them to revisit.
● Improve on social media to reach a larger
market.
● Potential to increase foot traffic into the
restaurant or online ordering.
Threats:
● Local Italian Restaurants
● Pizza Chains: Dominos, Caesars Pizza
● Nearby restaurants that validate parking.

5. Digital Swot Analysis
Strengths:
● Online ordering is available.
● Company Website.
● Positive reviews on Yelp!
Weaknesses:
● Social Media is in the trial phase.
● Website does not feature friendly atmosphere
● No twitter presence.
● Inactive Facebook page.
● Posts were only of the food
● Incorrect links to social media accounts on
website.
Opportunities:
● Brand awareness.
● Creating brand loyalty through engagement.
● Instant feedback.
● 2 way communication channel
● Social Media Presence.
Threats:
● Interactive digital marketing provided by large
chains.
● Large influence from pizza chains on social
networks.

6. Target Market
Primary- Generation Y (18-34)
- Ages: 18-34
- Sex: Male and Female
- Social Media: Digital Natives
- Ethnicity: All ethnic groups
- Location: Long Beach, CA
Secondary Market- CSULB students
- Mean Age: 30
- Sex: Male and Female
- Social Media: Digital Natives
- Ethnicity: Majority Hispanic
- Location: Long Beach, CA

7. Local Restaurants:
● Michael’s Pizzeria
● Buono’s Authentic Pizzeria
● L’Opera Italian Restaurant
● Federal Bar
● Deli News
● Cafe Sevilla
● Pizza chains (Pizza Hut, Dominos,
Papa Johns, etc. offer ordering
through their apps.
Competitive Analysis

8. Objectives
Objectives
● Increase overall awareness of Broadway Pizza & Grill.
● Increase store traffic by 15%.
● Increase sales by 10% for the quarter.
● Increase traffic to all social media sites.
Social Media Objectives
● To gain 50+ followers on instagram.
● To gain 50+ likes per photos on instagram.
● To gain 40+ likes on Facebook.
● Begin a Twitter account and gain 20+ followers.

9. Strategy
● Promoted Broadway Pizza & Grill amongst our social peers.
● Included hashtags #BroadwayPizzaLB, #LongBeach, #Pizza,
etc. in our Instagram/ Facebook/ Twitter posts.
● Applied two way communication on all social media.
● Create a week long promotion to gain more followers/ likes
on social media platforms.

10. Promotion
● Posted inside the restaurant
● Passed out flyers on campus
● Shared amongst our own social
peers

13. ● 35 Tweets.
● Followers were active on our
account by liking our tweets
and retweeting.
● It was linked to our Facebook
and Instagram.
● We tweeted pictures, any
specials or promotions we
were having and funny memes
about pizza.

14. yelp
15 Yelp reviews since start of project
● 181 to 196 yelp review increase

15. Website
http://www.broadwaypizzalb.com/
● Third Party Web Developer- Ordereze
● Updated photos
● Updated social media icons and links

16. Discoveries
● Instagram is a great form of social media for
Restaurants
● Hard to gain Twitter followers
● Promotion would be more effective if it was
longer than a week

17. Difficulties/Experiences
Difficulties:
● Gaining followers on Twitter
● Seeding our promotion
● Unable to deactivate the old Facebook account
● Delayed reply updates to the website being implemented
● Gaining access to social media accounts
Experiences:
● Owner was extremely accommodating and granted full access to all social media.
● Open to all promotional ideas.
● Managing the social media accounts was very enjoyable.