Maggie Christ, Renata Sandor, Andrew Tonne Campaign Plan for Domino’s Pizza Maggie Christ, Renata Sandor, Andrew Tonne #trackinglife

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 #trackinglife

Product Analysis Domino’s Pizza: World leader in pizza delivery Consistently one of the top five companies in terms of online transactions Positions itself by offering new and inventive options #trackinglife

Brand Analysis Reaches consumers through: new technologies promotions with partners 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 #trackinglife

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 #trackinglife

Competitive Analysis Papa John’s Little Caesar’s Rated No. 1 in Limited Service Restaurant by the American Customer Satisfaction Survey in 2012 Receives a large amount of traffic from highly engaged (6+ visits per month) women. Online ordering and plan ahead options, but no mobile app. Little Caesar’s Website but no mobile app Responsive through social media Focus on budget-friendly, quick pizza options. 18-24 year olds are more likely to visit Little Caesar’s. #trackinglife

SWOT Strengths Domino’s has an extremely strong brand awareness. This results in very loyal customers. Large influence in the mobile app market & timely service. Weaknesses Domino’s has experienced a decline in their store sales. Opportunities 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. #trackinglife

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. #trackinglife

Objective *Increase the number of people ordering through the mobile app by 5% over the next 12 months* #trackinglife

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. #trackinglife

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 #trackinglife

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

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. #trackinglife

#trackinglife

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 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 #trackinglife

Media Strategies Continued Instagram Ads Instagram ads will provide an opportunity for brands to increase awareness of their presence on the platform by reaching potential new followers and customers. 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. Cost: $68,400 #trackinglife

Budget Purple: People Magazine Blue: Instagram Ads Green: Miscellaneous For the Best of 2013 issue of People Magazine: $181,600 for a ⅓ page color advertisement Instagram: $65,400 Miscellaneous: $3,000 #trackinglife

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. #trackinglife