Hi! I’m new here, so please be gentle
I’m starting a new marketing/PR program this fall with several elementary schools in my area. What I’m doing is making up “Student Achievement Award” certificates for teachers to give out to students in their classes. Each teacher will be able to give out 5 certificates each month at their discretion for whatever reason they wish - bringing up grades in a certain subject, helping out, not getting sent to the office for 2 straight weeks, whatever. The student brings the Certificate in to my shop and gets a 12" one topping pizza free. We sign the certificate when they bring it in (that way we know if they’re trying to use it twice).
The only caveat I’m giving to the teachers is that I’d like to see them spread the awards around a bit so that pretty much all their kids get one over the course of the year. The city I’m in is big enough that very few parents will let their children come to my shop alone, I’m counting on the whole family coming in to eat, rather than just giving out the free pie with no additional sale. I’m naturally also hoping to turn these people into regular customers. Being an indy in a large market, I can’t afford the media costs of most traditional advertising; I use direct mail, but the response there is limited, and I’m afraid that it’s usually only effective on the same people (most goes straight into the trash).
Between the schools I’m working with, about 400 of these certificates will be going out each month, so I’m counting on a big return - hopefully at least half will come in with the whole family & spend $20+ while they’re in.
My question is, has anyone else here done anything similar, and what can I do to make this promotion as effective as possible? I thought of just going with perfect attendance awards, but the same kids usually get those over and over, I wanted to do something to spread it around (better for me, too). I’d like to see this add at least $10,000 per month to my sales by the end of this school year between the awards, additional customers, and extra business from the schools themselves. Is this realistic, overly optimistic, or (hopefully) conservative?
Another thing I’m getting started with is a coupon book that I’ve talked with a couple of groups at a nearby high school. I would basically have the book put together for them with about 20 or so different coupons. They sell the books for $15 each. One of the coupons is for a free 16" one topping pizza (no other purchase necessary) - that, with tax, is basically worth $15 right there. The group pays me back $4 for each sold book to cover printing and the cost of that free 16". Any unsold books that they return to me I will charge only $1.50 to cover printing costs.
Has anyone done anything like this? How many should I expect a group of 50 kids to sell? 100 kids? What offers should I make? I want the rest of the coupons after that first free one to be something I will make a profit on … I have a good handle on what my food costs are, what I’d like are some ideas for specific offers. Aside from pizza, we offer Calzones, Stromboli, Salads, several Pastas, Salads, and Desserts. I’m thinking of combining some of these for at least a few of the coupons (ex Stromboli, Big Salad, 2 Liter soda, and 4 small cannolis for $17.99 - about $4.50 off regular price).
Any help on either of these would be fantastic!!!