#trackinglife

Maggie Christ, Renata Sandor, Andrew Tonne

Campaign Plan for Domino’s

Pizza

The Challenge • Create an integrated marketing campaign using all direct and

interactive channels including Domino’s-owned and earned media channels; social media, e-mail, website, print with a goal of increasing the number of orders driven through a Domino’s Mobile App

• Time Frame: Throughout the calendar year • Target Market: Males & females ages 18-49, skewed slightly

towards Moms/head of households focused on making the dinner decision for their family

• Budget: $250,000

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Product Analysis • Domino’s Pizza:

o World leader in pizza deliveryo Consistently one of the top five companies in

terms of online transactionso Positions itself by offering new and inventive

options

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Brand Analysis • Reaches consumers through:

o new technologieso promotions with partnerso new menu options, health trends

• Continues to reach for an upscale consumer• Consumers order pizza when it’s too late to cook and/or cooking

isn’t feasible in their busy schedules• For many pizza is “easy” it is easy to serve and share with others• It’s a social event

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Mobile Background • Online ordering, mobile app sales are significant• Approaching $140 million in sales on mobile app per year• 35% of their global digital sales come through their mobile app• Pizza tracker is exclusive feature of app.• The mobile app is available on 95% of all smartphone markets

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Competitive Analysis • Papa John’s

o Rated No. 1 in Limited Service Restaurant by the American Customer Satisfaction Survey in 2012

o Receives a large amount of traffic from highly engaged (6+ visits per month) women.

o Online ordering and plan ahead options, but no mobile app.

• Little Caesar’s o Website but no mobile appo Responsive through social

mediao Focus on budget-friendly,

quick pizza options.o 18-24 year olds are more

likely to visit Little Caesar’s.

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SWOT• Strengths

o Domino’s has an extremely strong brand awareness.

o This results in very loyal customers.

o Large influence in the mobile app market & timely service.

● Weaknesses○ Domino’s has experienced a

decline in their store sales.

• Opportunities o Social Media Marketing

Smart phones and mobile devices are very common and widely used for retail and browsing.

● Threats ○ There are constantly new

businesses being formed in the pizza and fast food industries.

○ Consumers are becoming more health conscious, could negatively affect profits.

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Social Media Usage • 59% of social media users are more likely to make a purchase from a

company or brand that they interact with via new media.• Offering exclusive deals for Facebook followers increased Domino’s

weekly ‘likes’ significantly. • The majority of Americans (86%) have interacted with a company or

brand online; 38% use social networks to do so.• Twitter usage skews to under 35s, with a high reliance on 18-24s.• 54% of Twitter users are 18-34 and 56% are female.• 65% of time spent on social networking sites is done via mobile devices.

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Objective*Increase the number of people

ordering through the mobile app by 5% over the next 12 months*

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Target Audience Findings • 18-29 age group (Generation Y).• Busy: working, taking classes, raising

families, working out, shopping• Adults with children in the home are

more likely to get pizza. • More health conscious and seek out

eco-friendly and organic ingredients more often than previous generations

• Individualized/customized experience.

• 85% of Gen Y adults are on at least 1 social networking site.

• 56% of female internet users post original photos on the internet (“creators”), compared to 48% of males.

• Gen Y/Millennials look for cool, environmental, multicultural, and authenticity.

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Message Strategies • We focus on younger parents who are very busy and need a quick

way to order food.• We aren’t necessarily targeting new customers, but instead

encouraging current customers to order through the app.• Ads feature things in life that can be hectic and cause stress, but

with the mobile app and pizza tracker, ordering dinner doesn’t have to be one of them.

• Encourage engagement from consumers by using hashtag: #trackinglife

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“If Only You Had a Tracker For Everything Else in Life”

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Tactics • We’ll launch our 7 month campaign with an ad in People’s Best of

2013 edition.• Following that with several simple ads pushed out through

Instagram and Twitter.• Ads encourage customers to join the conversation and Tweet

about times in their day they wish they had a tracker for life.• Use the hashtag #trackinglife• All ads will feature the pizza tracker portion of the app.

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Media Strategies • We want to reach and get our message out to a large number of people a few times.

We will be printing in the “Best of 2013” People’s Magazine which will be on sale December 20, 2013 and we will also be taking part in Instagram advertisments.

• People’s Magazine o The demographic of people that read it which fits our audience.○ Running it in the Best of 2013 issue would be good since it has the most views

than all the other issues of People Magazine.■ Rate base: 4.2 million Audience: 51.3 million

○ Moms always love to catch up on their celebrity gossip.○ Cost: $181,600 for a ⅓ page color advertisement

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Media Strategies Continued• Instagram Ads

o Instagram ads will provide an opportunity for brands to increase awareness of their presence on the platform by reaching potential new followers and customers.

o These ads are only available to 10 brands that have established large followings on the channel. Brands that are participating in the soft launch include: adidas, Macy’s, Lexus, General Electric, and Michael Kors. We want to add Domino’s Pizza to that list.

o Cost: $68,400

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Budget

• For the Best of 2013 issue of People Magazine: $181,600 for a ⅓ page color advertisement

• Instagram: $65,400• Miscellaneous: $3,000

Purple: People MagazineBlue: Instagram AdsGreen: Miscellaneous

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Campaign Results• Track click through traffic on ads on Instagram• Track Instagram #trackinglife.• Track the growth on the mobile app.• Track Instagram likes and regrams.• Track QR code for magazine ad.

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