Page 50 - 2019 Resource Catalog

DIRECT MAIL
TARGETED DIRECT MAIL PROGRAMS
Each of these programs are designed to drive reach, drive branding, and drive customers to your restaurant!
CURRENT AND REGULAR (C.A.R.) PROGRAM
The C.A.R. program is a proven cost-ef cient, successful direct mail program. It is designed to target active but recent customers. Ongoing, consistent contact is key in this customer-retention program. The program mails a store’s C.A.R. customers, on average, every 30 days for a total of 8-12 mailings a year. The program mails a two-sided, four-color, 9" W x 6" H postcard that features four coupon offers that YOU CHOOSE. The main creative follows the National Promotion at that period or, when available, a special/holiday- related creative. Monthly redemption reports available.
C.A.R. DATA CRITERIA (MAILS TO):
Papa John’s International, Inc. • 2001 Papa John’s Blvd. • Louisville, KY 40299
Po Ef P P e S p I s a i n C d o t , h I n e c P . e ©p s 2 i
6 b Pe
0G1lo
P
ae r J e
snt’e
and
apr
oghi
s r Ien
oanrak
E
ds s R f f o o
irslvcici
P.t.t
f
P
p
i
I
©
n
s
,
ls,
P
oersdea
. n ne e Bt dt d s s
Inc. All Rights Reserved. BPBS_DM
S
I
a
n
CoupIpnocn. oAflflecRrosiugph otonsd
o
ad
g
e
f
dtetr
aetmi
d
t
meoduit
e
retlic
iLBLmiSme
t1dp
_iatEte
XX
Header
h
e
P
2
s
0
C
ayti
sp
d
rb
r
t
t
a
p
a
J
’
P
o
re
a
ea
i
m
p
0o
h
e
p
s
a
a
s
u
o
a
’
t
s
A
d
t
v
n
d
a
i
u
t
r
o
a
n
n
Papa John’s International, Inc. • 20011PPaappaaJJoohhnn’s’sBBlvldvd. •. •LoLuoiusivsivlliell,eK, YKY4042092999
PRSRT STD ECRWSS U.S. POSTAGE
P
ED
PRSRT STD U.S. POSTAGE PAID PAPA JOHN’S PIZZA
CHOOSE SIDES!
epsi Globe are registered trademarks
1
o
8
,
P
n
P
a
c
p
.
a
t
J
J
r
h
o
.
e
n
n
t
p
a
t
l
.
i
h
r
m
a
s
y
p
d
i
i
g
o
s
n
’
s
I
a
x
s
r
y
a
p
n
y
c
u
t
d
a
o
e
e
e
y
n
n
l
m
d
x
f
o
t
i
o
a
r
a
b
i
m
p
e
c
i
l
a
f
s
f
.
c
u
z
©
a
e
r
p
i
z
6
x
i
z
z
a
r
P
e
a
r
r
e
p
r
a
i
u
p
©
t
e
l
a
’
P
c
d
d
i
N
l
n
o
o
n
a
d
r
d
g
i
s
e
i
n
p
v
h
a
’
h
t
c
a
a
i
l
r
o
i
g
n
s
w
N
n
n
o
h
o
c
a
v
A
t
y
a
l
o
o
d
R
n
t
w
h
n
d
i
t
n
e
i
h
DM
R
D
A
I
E
TAIL
Offer good for a limited time at participating Papa Joh ’ Offer good for a limited time at participating Papa Joh ’
Offer good for a limited time at participating Papa Joh ’ Offer good for a limited time at participating Papa Joh ’
BPBS DM/000000
ly. Customer responsible for all applicable taxes. ly. Customer responsible for all applicable taxes.
ly. Customer responsible for all applicable taxes. ly. Customer responsible for all applicable taxes.
ss
ss
r
r
r
r
e
e
e
e
s
s
s
s
t
t
t
t
a
a
a
a
u
u
u
u
c
c
c
c
r
r
r
r
h
h
h
h
a
a
a
a
a
a
a
a
r
r
r
r
g
gg
g
n
n
n
n
e
e
e
e
tt
t
t
s
s
s
s
s
s
s
s
m
m
m
m
a
a
a
a
y
y
y
y
nn
nn
pp
pp
pp
pp
a
a
a
a
Customer Frequency 11+ times a year
6-10 times a year
1-5 times a year
Customer Recency
Last order occurred within the last 90 days Last order occurred within the last 75 days Last order occurred within the last 30 days
Our passion is pizza. And it comes through in every detail, starting with our Better Ingredients. That's quality only Papa John's can deliver. © 2018 Papa John’s International, Inc. All Rights Reserved. BPBS_DM
REACTIVATION PROGRAM
Reactivation starts where the Current And Regular (C.A.R.) program stops: customers who are not as active and not as recent.
This program increases the overall number of existing customers reached through direct mail. Reactivation provides a cost-effective method for reaching out to customers who may be at risk for lapsing and defection.
The Reactivation program will mail every three- ve weeks or as you want. The program mails a two-sided, four-color, 9" W x 6" H postcard that features four coupon offers that YOU CHOOSE. The main creative follows the National Promotion at that period or, when available, a special/ holiday-related creative. Monthly redemption reports available.
REACTIVATION DATA CRITERIA (MAILS TO):
WHY IS THE C.A.R.
PROGRAM IMPORTANT?
• C.A.R. engages and helps “hold” our most frequent, most recent customers.
• Itmaintainsconsistencywithcustomers through a regular marketing cycle.
• Even infrequent customers will order 25% more frequently when mailed within 30 days of ordering.
• C.A.R. is designed to slowly build a store’s customer counts.
WITHOUT C.A.R.–
• Incidence decreases.
• Frequency decreases.
• Time between orders increases. • Very important customers fade!
Customer Frequency
11-52 orders in the last year 6-10 orders in the last year 1-5 orders in the last year
Customer Recency
Last order was between 91-120 days ago Last order was between 76-120 days ago Last order was between 31-120 days ago
48 E-mail the Direct Mail Team at direct_mail_team@papajohns.com
p
H
X
p
1
-T
yb
Cou
p
pin
on
o
ff
pa
H
anrg
.g
o
viepr
ers good for a limited time
e
e
.g
l
© 2015 Papa John’s International, Inc. All Rights Reserved. CAD1_E1
a
a
.
s
.
D
l
.
D
e
l
i
e
i
v
e
r
r
e
.
C
yn
re
sl
rt
r
y
f
e
m
s
i
l
n
c
a
y
a
y
m
p
u
a
ls
rt
A
.
C
t
a
e
p
p
n
$ xx $ xx
sp
ns
e
f
Coupon Offer
der
only. Additional toppings extra. Not validEwxipthiaOrneRysoItGh3eIr0NcoAdupLaonysOsoRr.dCisTcoHounIpNts.oLCnimRitreUedqSd
soItGh3eIr0Nc
e
One Large 1-Topping Pizza
L002
L002
L002 Expires 30 Days.
Header
One Large
Header
Header
ueTliivreryda.rea, O
XX
u
s
t
o
o
m
e
r
p
oe
el
g
2l
1f
ho
oe
sp
rb
Hea
PIZZA
n
e
$ 1x-Txopp$ing Pxizxza
o
unIpNts.oLCnimRitreUedqSdueTliivreryda.rea,
o
n
nly. Additional topping
1X
1X
Coupon Offer Coupon
X
XX
only. Additional toppings extra. Not validEwxipthiaOrneRysoItGh3eIr0NcoAdupLaonysOsoRr.dCisTcoHounIpNts.oLCnimRitreUedqSdueTliiv
s
s
i
i
b
b
l
l
f
e
f
o
l
a
o
l
a
ea
el
2l
t
p
p
l
u
p
p
d
l
l
b
i
e
c
d
f
a
l
l
r
e
a
o
e
t
X
r
O
P
P
I
N
G
L
s extra. No
a
t validEwxipthiaOrneRy
oAdupLaonysOsoRr.dCisTcoHo
m
s
a
.
a
J
e
i
l
r
x
e
p
ti
a
s
o
t
Coupon Offer
e
c
i
e
i
s
ci
at
any other coupons or discounts. Limited delivery area. Delivery fee may apply. Customer re
e excluded from special offer pizzas or require additional charge. Not valid with or all applicable taxes. © 2018 Papa John’s International, Inc. All Rights Reserved.
e
e
ating Papa John’s restaurants. Additional to
ad
r
e
d
r
e
0o
1f
ho
r
J
5
t
qI
a
s
re
g
nr
qI
re
aI
i
a
n
t
a
nr
e
a
n
X $$
Additional toppings extra. Not validEwxipthiaOrneRysoItGh3eIr0NcoAdupLaonysOsoRr.dCisTcoHounIpNts.oLCnimRitreUedqSdueTliivreryda.rea,
Expires 30 Days.
Header
One Large
Offe
r
t
.
a
aI
e
,
t
i
a
r
d
,
l
t
R
l
l
h
s
c
a
R
.
n
e
A
y
s
l
e
s
i
o
e
R
t
v
i
e
e
h
e
r
v
e
d
.
L
A
R
G
E
$
h
reryda.rea, only.
PromoCode:XXXXX PromoCodeLP:ocsatXallCuXstomXerXX
1-Topping Pizza
1-Topping Pizza
$1XXX
$1XXX
Promo Code: XXXXX
Expires 30 Days.
Promo Code: XXXXX
L002 Expires 30 Days.
o
ib
gs
ma
l
*****************ECRWSS****
Visit us online at www.papajohns.com to see more special offers!