Francesco Woodfired Pizza
1.0 Background Information
1.1 Francesco Woodfired Pizza
For more than 20 years, Francesco had been trying to teach Australian on how to prepare pizza using the traditional way. In amid to make the most authentic Pizza, Francesco incorporates quite a great recipe that makes his Pizza unique and special around the world. The fusion of ingredients plays around the world of art and science, which in return helps Francesco in transforming gastronomy art using the scientific exercise during the baking of the pizza. To ensure viability and specialty of his pizza, Francesco ensures that the dough goes through a regular checkup for consistency matters. Therefore, in most instances Francesco deals with professional chefs who ensure that the pizza meets the quality standard making the Pizza be the most sold, consequently, through his adaptation of the traditional method in preparing the pizza, the pizza observes healthy precaution thus making its preparation method irreplaceable.
2.0 Current Audience
Francesco’s Woodfired Pizzas audiences vary, but the pizza mostly attracts the outdoor festivals and events that need to have fun and at the same be physically fit. That is made possible through the mobile pizza initiative, which helps in hooking up the business with the potential clients. As a way maintaining their bonds with the current audience, the company has ensured that it has a license for the business and that it employs professional chefs to avoid messing up with their customers quality and hygiene purposes. The Francesco Pizza also attracts students as their customers since most of them want to learn more about pizza making especially those students that would like to be Hospitality professionals. As well, as a way of maintaining their audiences, the Woodfired Pizza’s ovens usually serves perfect outdoor activities such as School Fairs and Fetes. Therefore the school managements also work best as their audiences who in return can result in making money during such events through their students. Therefore, as a way of attracting the current audiences of Woodfired Pizza’s, they have ensured to maintain a mutual benefit relationship between them and their clients.
3.0 Current Content Performance
Francesco’s Woodfired pizza content performance stands to be ineffective due to inadequate communication strategies with the audiences. The business page is available on Facebook and Instagram contains low client engagement considering that in the 21st century, social media is one of the best platforms where one can engage their customer as a competitive advantage against their customers. Of the two, Instagram seems to attract more audiences since it has 2665k followers in comparison to Facebook’s 1.9k likes. According to (Hjorth & Hint, 2019) on organizations require creating an active online community while considering the most immediate sphere of the users’ lives. For the Facebook posts, the post portrays the intended messages, but due to lack of audience engagement, the message might not be clear, resulting in a low call to actions. Also, for the Facebook case, the posting interval is inconsistent while the posts are repetitive, thus hinting on the low call to action rate.
4.0 Recommended Strategies
4.1 Strategy goals
The primary goal on the strategies that Francesco Woodfired Pizzas need to employ is through incorporating a lively connection with their audience to ensure that the online community is offered with a sense of belonging. Also, the engagement level of the audience should be improved where at times the Woodfired Pizzas can set time to go live when making the Pizza create interest on the audience proving that Woodfired pizzas bring out the best results. The Pizza hub should also ensure that they promote the socialization by engaging the audiences in a friendly environment where they can also request the audience to exhibits their trial. In return, the Woodfired pizzas can correct or recommend various ways that the audiences can improve their pizza cooking style. With that, audience satisfaction and loyalty will prevail to their audiences as well as attract potential audiences. Consequently, the business will stand at a higher chance of succeeding other business competitors since most clients use social media most of the times due to technology advancement.
Effective communication is also a key to identifying with the audience, which can be achieved through using the target audience. For instance, the mobile pizza, which targets at hooking up the business with the possible audience, can be advertised using the social media platforms with an image of a fully professionally dressed chef preparing Woodfired pizza to emphasize on hygiene. In case of the students that want to learn how to make Woodfired pizzas, the posts can use class session photos together with photos showing the students carrying out practical lessons. With that regard, the audiences will have faith in their work, thus promoting business productivity. Hence, the business will require a change of the criteria of the images that they post, and use more appealing and communicative images portraying the business plan. The lively connection between Woodfired pizzas and their audiences can also be achieved when the audience participates in the business’s activities since without engaging the audiences, there is no existence of online community and it can also lead in bypassing their potential customers. According to (Sunstein, 2018), social media is a robust platform that boosts the performance of any business that puts up relevant content to its audiences since it builds trust between the customers and the companies. Therefore, the main aim of this strategy is to create an engaging and active presence of Woodfired Pizza business towards a wide range of audiences and also in creating new demographics.
4.2 Brief Overview of the Strategy
Lively Connection: The Woodfired pizzas will achieve the strategy through coming up with a practical approach to engaging the audience. For instance, they can communicate earlier with the audience in case of live video coverage to prepare the audience mentally. Through advertising, for example, through Facebook live video, using Instagram stories, the audience might even inform other potential audiences, thus boosting their connection with the online community even before executing the real plan. The execution will take place within four months, followed by evaluation after two months to see if the strategy is effective regarding engagement metrics percentage.
4.3 New Content Direction
Through Woodfired Pizza’s incorporation of a more lively connection with their audiences, there will be a great improvement since most audiences will be in a position to participate in their social media platforms. The change will not only boost the audience’s trust, but also, it will help improve the business’s ways of executing their plans by knowing what pleases and displeases their audiences. Such directions will lead to more comprehensive strategies, especially in trying to altering the incentives and competitive nature. For instance, School Fairs and Fetes, Woodfired pizzas would involve raffles where the winner would be served with free services, while for students they can give offers in their training to be more productive.
5.0 The Strategy
5.1 Sample Content
Sample 1: Facebook Post Sample 2: Instagram Post
The Facebook post shows the kind of engagement that Woodfired pizza has with their audiences. The Facebook post, despite conveying the intended message to the audience, does not capture their attention, making it seem unpopular with the audiences since it just received six likes with a surprise emoji. Contrary, the Instagram post received more likes, thus showing its effectiveness in communicating the intended message. Therefore, it is evident that the video post has an active call to the audiences than a mere photo. As well, the Instagram post may have attracted a higher number of audiences since it reveals sit contains detailed information showcasing the chef’s presence, thus creating trust between the business and its audiences.
5.3 Frequency and timing
5.3.1 Channe1: Facebook
According to (Anderson &Jiang, 2018) the recommended time to post on Facebook was between 12-1 pm and 1-4 pm since most people are either preparing for lunch or are exhausted after vigorous working in the morning hours. As well, (Sunstein, 2018) states that for businesses that possess a smaller number of audiences are perceived to have a higher engagement rate through posting fewer times. Since Woodfired pizza is a food business, it is recommendable that they should post on working days from 12 am -1 pm since that is when most people switch to social media platforms especially the working class. During this time, the probability of engaging a broader audience is high since they will be encouraged to visit by the business location before resuming back to work from 2 pm.
5.3.2 Channel 2: Instagram
According to (Miller et al., 2016), there is no concrete research on the effect regarding Instagram posting frequency like the effectiveness that comes along when businesses maintain their posting consistency, especially in timing. According to (Harrigan et al., 2017) Instagram engagement is very effective on Mondays and Thursdays. With that regard, it is recommendable for Woodfired pizza to be posting on Sunday at 5 pm regarding the Monday’s offers and on Thursdays at around 9 am regarding the offers that will exist from Thursday to the weekends. Also, if they have enough resources, they can be posting short reminders twice per weeks before the actual day.
6.0 Risk management
According to (Garimellaet al., 2018) organizations, regardless of their size, faces great risks, especially on social media. One of the major risks is ill motive by their competitors who can hack the accounts and post offensive messages to their audience. In the case of such a scenario, the audience trust might decline, putting the business success at stake. The recommendation for this risk factor is for them to ensure that they regularly check their posts to avoid being compromised. The other issue is on inconsistency, where the business will lose its connection with the audiences. Therefore, it is recommendable for the business to assign social media personnel to ensure that the online community is fully engaged.
References
Anderson, M., & Jiang, J. (2018). Teens, social media & technology 2018. Pew Research Center, 31, 2018.
Garimella, K., Morales, G. D. F., Gionis, A., & Mathioudakis, M. (2018). Quantifying controversy on social media. ACM Transactions on Social Computing, 1(1), 1-27.
Hjorth, L., & Hinton, S. (2019). Understanding social media. SAGE Publications Limited.
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism, social media brands. Tourism Management, 59, 597-609.
Miller, D., Sinanan, J., Wang, X., McDonald, T., Haynes, N., Costa, E., … & Nicolescu, R. (2016). How the world changed social media (p. 286). UCL press.
Sunstein, C. R. (2018). # Republic: Divided Democracy in the age of social media. Princeton University Press.