Date: April 23, 2022

To: Will Bell and Max Joyner, owners of Last Call Pizza
From: Advertising Committee for Last Call Pizza
Subject: Recommendation Report for Last Call Pizza

In response to the management’s recent request for ideas on how to promote the Last Call Pizza
brand on the internet and social media, we have drafted a plan that we believe will lead to an
increase in sales and public recognition for our business. We hope that this plan will meet with
your approval and provide greater success for the business in the long run.

After reviewing our current advertising strategies, we came to the conclusion that Last Call
Pizza’s online presence is severely underdeveloped. Our business has an official account on
Facebook and Instagram, but there is no official website for our customers to check us out on.
Our social media accounts have many of the same characteristics as an official website, but there
is still evidence to suggest that an official website is one of the prerequisites to having a
successful business. According to an article from the business website, Hartford.com, “There
aren’t many businesses that can survive without a Web presence and there’s no reason not to
have a website. Your company’s website can be a highly effective marketing tool that can be
very cost-efficient. There are quite a few benefits, and very little downsides” (The Hartford, n.d.,
p. 1). Although these accounts have many of the same characteristics as a website, they are no
substitute for an official webpage. The Hartford article points out that, “Your website can help
establish your business as a going concern, communicate your brand value proposition and it can
convey professionalism. It also extends your reach to anyone in the world” (The Hartford, n.d.,
p. 3). Our research has revealed that you can build a very good website with do-it-yourself
website building software like Wix or Squarespace for the low monthly cost of $12 to $13 for
hosting, themes, and plugins. The website building software will provide us with the cheapest
option, but we could employ a professional designer to create a custom-made website for us
instead. If we choose to employ a professional designer, the site could have an upfront cost of
more than $6,000. Here are some more estimates for this option (Carney, 2022, p. 1-14).

Figure 1: Expenses for a professionally-designed website

Website Feature Upfront Website Cost

Website Domain $12 - $60

 Website Hosting $35 - $600

SSL Certificate $0 - $200

Website Template or Theme $0 - $200

Ecommerce Functionality $20 - $24,000

Website Content $0 - $5,000

Apps and Integrations $0 - $100

SEO and Marketing $0 - $90

Figure 2: Facebook Logo and Header

We also noticed that there are many weaknesses throughout our Facebook and Instagram pages.
For instance, our Facebook page starts off with our profile and header pictures. As you can see,
our logo is our profile picture and pizza is our header. We are aware this shows our brand as well
as our work, but we suggest replacing the header image with an image of our team at work in our
truck or simply an image of our truck. We believe this would make our page not only look better
but also show our potential customers what to look forward to as far as a clean, welcoming food
truck. Next, there is the issue of our “About” section on our page. When looking at our page, the
“About” section is one of the first things you see. This is where companies or organizations
describe who they are and what they do, grabbing potential customer’s attention. This section
fails at this opportunity. Our company’s description is, “Wood fired, brick oven pizza! We make
our own dough, sauce, and ranch!”. This description briefly describes what we do at Last Call
Pizza Co, but it fails to describe who we are or where we’re from. We suggest replacing this with
“Welcome to Last Call Pizza Co! We are a pizza food truck located in Greenville, NC, home of
the Pirates! Our homemade dough, sauce and ranch are the best in town! Order your Pizza how
you like it, where it is cooked in a wood fired, brick oven right on our truck! Follow our page to
find our latest deals, locations and more!” This gives our online viewers a welcoming
introduction to our business as well as appeals to our main audience, residence in Greenville.
This is the only change in the “About” section we recommend as this description is followed by
ways for our online viewers to contact us.

Figure 3: Instagram Account

Our Instagram profile is up to date and contains recent posts, but it still requires assistance. First
and foremost, you should always have numerous story highlights on Instagram. Customers not
only want to look at our postings, but they also want to look at the many categories of
highlighted content. I’d include a story highlight with photographs of all the different pizzas we
provide. All of the stories that customers have posted and tagged us in are already a highlight for
us. What a great start! The next story highlight might be titled “food truck locations' ' and we
could use it to share stories about where our food truck will be in the following weeks. We could
also have different highlight stories, such as dough from scratch, sauce from scratch, homemade
ranch, and homemade hot honey, with the content for these articles being recordings of people
preparing these goods without revealing the ingredients. You might also use the homemade
ranch highlight to showcase a customer who enjoys our homemade ranch. Customers enjoy
seeing what other customers have to say about their experiences. Photographs of happy
customers are always a good story highlight.

Closing Remarks:

A web presence is an essential part of a business in this day and age. Competitors are blowing
other businesses out of the water because they are staying aggressive online. Using these
suggestions for designing a website, and bettering the social media accounts will highly improve
your business, sales, and customer satisfaction.
 References

Carney, L. (2022, April 14). How much does a website cost in 2022? (full breakdown).

Website Builder Expert. Retrieved April 22, 2022, from

 https://www.websitebuilderexpert.com/building-websites/how-much-should-a-website-

cost

The Hartford. (n.d.). How having a website can benefit your business - the Hartford. The

Hartford . Retrieved April 22, 2022, from https://www.thehartford.com/business-

insurance/strategy/building-website/10-reasons-need-website

Last Call Pizza Co. Facebook. (n.d.). Retrieved April 23, 2022, from

https://www.facebook.com/Last-Call-Pizza-Co-108732777620303/

Login • instagram. (n.d.). Retrieved April 23, 2022, from

https://www.instagram.com/last_call_pizza/