Campaign Plan for
Domino’s Pizza
Maggie Christ, Renata Sandor,
Andrew Tonne
#trackinglife
The Challenge
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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
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Domino’s Pizza:
World leader in pizza delivery
o Consistently one of the top five companies in terms
of online transactions
o Positions itself by offering new and inventive
options
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Brand Analysis
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Reaches consumers through:
o new technologies
o promotions with partners
o 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
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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
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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.
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Little Caesar’s
o Website but no mobile app
o Responsive through social
media
o Focus on budget-friendly, quick
pizza options.
o 18-24 year olds are more likely
to visit Little Caesar’s.
SWOT
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Strengths
Domino’s has an extremely strong
brand awareness.
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This results in very loyal customers.
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Large influence in the mobile app
market & timely service.
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Social Media Marketing
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Weaknesses
Opportunities
Domino’s has experienced a decline
in their store sales.
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Smart phones and mobile
devices are very common and
widely used for retail and
browsing.
Threats
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There are constantly new
businesses being formed in the
pizza and fast food industries.
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Consumers are becoming more
health conscious, could negatively
affect profits.
Social Media Usage
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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*
#trackinglife
Target Audience Findings
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18-29 age group (Generation Y).
Busy: working, taking classes, raising
families, working out, shopping
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Adults with children in the home are
more likely to get pizza.
More health conscious and seek out ecofriendly and organic ingredients more
often than previous generations
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#trackinglife
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.
Message Strategies
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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
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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
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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
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The demographic of people that read it which fits our audience.
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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
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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
#trackinglife
Budget
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For the Best of 2013 issue of
People Magazine: $181,600
for a ⅓ page color
advertisement
Purple: People Magazine
Blue: Instagram Ads
Green: Miscellaneous
Instagram: $65,400
Miscellaneous: $3,000
#trackinglife
Campaign Results
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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