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

2. The Challenge
Create an integrated marketing campaign using all direct and interactive channels including Domino’s-owned and earned media channels; social media, , 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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3. 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
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4. 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
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5. 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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6. 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.
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7. 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.
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8. 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 and 56% are female.
65% of time spent on social networking sites is done via mobile devices.
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9. Objective
*Increase the number of people ordering through the mobile app by 5% over the next 12 months*
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10. 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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11. 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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12. “If Only You Had a Tracker For Everything Else in Life”
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13. Tactics
We’ll launch our 7 month campaign with an ad in People’s Best of 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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14. #trackinglife

15. 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, 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
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16. 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
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17. 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
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18. 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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