Little CaesarsTyler Charles, @tcharles26

#NMDL, Spring 2014#PIZZAPIZZA

Behind the Dough: Background Information

Who is the Pizza For: Target Audience

Why Do it: Goals

• Increase Sales

• Gain more market share in a very competitive market, move from 3rd in the nation to 2nd or 1st

• Increase social media following

CyberPizza: Digital Strategy

Pizza Cutters and Spatulas: Tools & Tactics

• Use Facebook to implement the campaign the most. With a following of 1.8 million fans as well as a medium that is highly flexible in content sharing

• implement a blog that will serve as a means of brainstorming and idea sharing as well as instructional

Big Caesars: Big Idea

• Run a “What will you do with the money you saved?” campaign on all social media accounts.

• “Feel good” type campaign will ask our followers to post what they have done with the money that they have saved from ordering Hot n’ Ready pizzas

Key Performance Indicators

• Quite simple with taking advantage of analytics given by most social media, blogs, and Google Analytics

• Facebook’s in depth analytics as well and paid for ad analytics

• look at sales and see if there is an increase of Hot n’ Ready pizzasand who is purchasing them

Lots of Dough: Budget

• budget exceeding $35 million in total advertising

• Will use $10 million on digital media strategy

• Will be split among digital ad space (Facebook, banners, YouTube ads), paid agency to implement the strategy, and all of the involved employees

Sum it All Up: Summary

As we run this campaign, we will keep a close eye on who enters and their entries. We will tweak parts of the strategy if need be based on the analytics we collect throughout. We will run the campaign for a month and see how it turns out. Based on those results, we can run similar campaigns in the future. This campaign can really drive up ales, make Little Caesars grasp a larger share of the pizza market, and can attribute to well doing from our customers using their saved money for good deeds.