Piezoni’s Social Media Campaign
Timeline: 7 weeks, July 2025 - August 2025
Tools: Illustrator, Canva, Pinterest and Zoom
Role: Social Media Manager and Designer
Executive Summary
Growing up, I went to a little place called Piezoni’s, located in Rhode Island and Massachusetts. Through one of my social media classes, I discovered that while their business does well on its own, the social media surrounding the company could be a major improvement to their company. During the late summer of 2025, I wanted to give the social media campaign that benefited all worlds.
Background
Throughout the Rhode Island and Massachusetts region lays a pizza chain that has great potential and great pizza: Piezoni’s Pizza. Created in 2001, the company started off as a local pizza shop turned into a mini chain food place.
And with over 20 locations, Piezoni’s has lasted for 15 plus years and carries a great weight to their local customers. However, Piezoni’s has the chance to utilize social media platforms. They have good branding and photography, with weekly posts. But something must change.
Target Audience
The best target audience for Piezoni’s to focus on are 18-34 range, one because its the most common group for pizza buyers but its also constants for the 25-34 age range that many social media platforms use (Facebook, Instagram, etc.).There should also be an underlying factor of the younger ages as pizza organizations also target families.
They would also focus on Massachusetts and Rhode Island residents especially, since they are local to the regions. If they can as well, they also target more men than women, but the gender for both pizza lovers and social media is pretty even.
Social Media Audit
In order to effectively change Piezoni’s social media for the better, a social media audit was conducted. Here, we have an overview of their strongest and weakest social media’s as well as strategies that can be implemented their future media.
Campaign Strategy
The main key message is that “Piezoni’s provides Great Food, Greater Experience”. Piezoni’s is a food place built around community, so by emphasizing that on social media, Piezoni’s essentially is welcoming everyone to not only a strong community but also a strong brand that wants to add onto what already exists.
A posting schedule is also in order. We also want to Increase brand awareness across platforms, create more themed and variety content and increase engagement on posts and videos
SMART Objectives
Instagram & Facebook
Increase followers by 100%
Increase comments by 50%
Increase likes by 100%
TikTok (New!)
Gain 2,000 followers
Maintain a posting schedule of 1-2 posts a week
Gain 5-15 likes per post
Examples of Posts
For the different social medias platforms, there will be different types of social media posting styles as well:
Engaging graphics is the best strategy for Instagram.
Service is the goal of the Facebook Posts.
Relatability is the best strategy for TikTok
By having graphics, service and relatability be the top priorities, we ensure that the content people are getting about Piezoni’s is specific to those areas online.
Influencer!
A great partner to Piezoni’s would be Keith Lee, an influencer who specializes in trying small food businesses orders to rank how good they are but also to spread brand awareness. He’s got 17 million followers on TikTok and 2.5 million followers on Instagram.
He would be a great partner because Piezoni’s is only located only in Massachusetts and Rhode Island. And as a famous food influencer, he influences out of region people to come down and try their food. His pricing depends on the food he buys.
Final Campaign
With everything collected and assembled, Piezoni’s is a good place to actually use this social media campaign. Any company can learn from a campaign. But just in case, all of the content said today is explained a lot more in-depth in the final campaign document done below. Hopefully, the time will come to adapt to social media.
Reflection
If the campaign is very succesful, workers should start looking into paid ads. The content change right is the focus, so paid ads hadn’t been brought in this time, but in the future, they can beneficial in the long run. Overall, Piezoni’s has every reason to do this campaign. Right now, they are at a stable point, no more or less content. If they truly want a big change, then this campaign is right for them.
Truly, I had so much fun on this campaign. Its so cool to have the chance to help out a company that you’ve been going to your whole life. I’m thrilled to be a part of it.
Next Steps
For where to head next, I have a good understanding of what I want to accomplish soon.
Actually Bring it to a Piezoni’s: Again, I live near a Piezoni’s, in fact multiple. So I really would like to bring this into one of them.
Adding in physical media: While I talk a lot about online influences, there isn’t really anything for physical media, so something must change.
Update the Social Media: In the future, I would like to add extra social media in the feature, especially YouTube.