DOMINO’SStephanie Marchant • West Virginia University

ASSIGNMENT

Create a strategic marketing plan and present an integrated creative campaign that will increase carry out business for Domino’s Pizza in Columbus, Ohio.

MEDIA STRATEGY Buck ID

Social Media Facebook, Twitter, FourSquare, and Mobile

Ohio State University Student Newspaper, The Lantern Email

Direct Mail House and Compile Lists

Loyalty Program Email and Mobile

Groupon

TARGET AUDIENCE ONE

21% of people age 18-24 purchase pizza more than three times a month

Ohio State University (OSU) has one Domino’s location convenient to campus

Create offers targeted to OSU students and faculty

Run test for three consecutive months beginning February 15th and ending in April 30th Two final exam periods during these months College students likely to order pizza while studying

18-24 year olds

College students

College dorms and apartments

BUCK•I•D Buck I.D. is an OSU identification card that students and

faculty members can use as a debit card and display at local area merchants to purchase items and receive discounts.

Create a promotion could be created specifically for Buck I.D. holders that would require using their card at the campus location of Domino’s.

Partnering with Buck I.D. provides a convenient solution for managing money and a way for parents to add additional funds that can be allocated to use with participating merchants, rather than vending machines.

Measurement would involve tracking how many Buck I.D. participants visited the Domino’s location as a result of the promotion through the Buck I.D. website and comparing it to previous Buck I.D. traffic before the campaign starts

SOCIAL MEDIA Students can follow on Facebook, Twitter, Check In with FourSquare,

and sign up for mobile updates to receive promotional codes to use for discounts for carry out service from Domino’s.

A social media campaign is perfect to target college students because they have more time to be online to read about the latest updates with friends or what upcoming social events are being planned.

Students can like, follow, or share their check-ins with friends to promote the latest promotions from Domino’s. Students are interested in what products and services their friends are interested in and pay more attention to what they post online because it comes from a person, not a direct brand, and a friendly face is more relatable than a logo.

Measurement would involve tracking how many visitors used the promotional codes distributed through these social media channels to determine the success of the test.

DIRECT MAIL Use inserts in the OSU campus publication, The Lantern, and also

distribute through campus mail to students residing in OSU dormitories.

The Lantern provides coverage of the OSU community of more than 60,000 students and 40,000 faculty and staff. The paper generally prints and distributes 15,000 daily papers but has bonus circulation for special issues.

By distributing full page, four color flyers in The Lantern and through campus mail on Thursdays, students will be reminded about the convenience of the Domino’s location near campus as they prepare to study as well as gather with friends on the weekend.

Email blasts could be incorporated to distribute the same message electronically to individuals who have opted in for promotional offers from the publication. The print or electronic flyer would need to be presented to qualify for the discounts.

Measurement would involve tracking how many flyers were presented at the Domino’s location as a result of the promotion during the test period.

COSTMedium Reach Frequency Cost

Buck•I•D 50,000 90 Days $10,000

Social Media 100,000 90 Days

Direct Mail 60,000 20x $25,000

Inserts 15,000 20x $25,000

* Estimated enrollment during 3 month period

TARGET AUDIENCE TWO

20% of people who purchase pizza more than three times a month are families with children

Create offers targeted to 500 families with children in middle class area of Columbus, Ohio

Run test for three consecutive months beginning January 1st and ending April 1st Families with children

Homeowners

COMPILED LIST DIRECT MAIL Promote the convenience and value of Domino’s healthier meal

options available from the Domino’s location through direct mail to middle class families in the Columbus, Ohio area.

Purchase a list from InfoUSA using demographic, geographic and psychographic filters to identify 500 families in middle class neighborhoods within a 5 mile radius of a Domino’s location.

The campaign would encourage families to place orders to pick up on the way home from work so a family can enjoy a nutritional dinner together and take a night off from cooking. Promotional codes would be offered for complete family dinners.

Seventy-six percent of consumers surveyed by the National Restaurant Association reported that they are trying to eat healthier meals in restaurants compared to two years ago.

Measurement would involve tracking how many promotional codes were used during the test period for family dinners and comparing it to other carry out orders to see if the consumer saw value in the larger orders over just pizza.

HOUSE LIST DIRECT MAIL Leverage the database of frequent delivery customers to

offer them incentive to carry out instead. Using the data collected from the Domino’s pizza profiles created on their website, identify those customers in the Columbus, Ohio area and the store associated with their location.

Create and mail a six-page menu including coupon offers that would be most appealing to these targeted customers.

Customize the piece with the customer’s name and preferred Domino’s location to reinforce the relationship and encourage more sales at that particular location.

Measurement would involve tracking how many customers redeemed the coupons during the test period compared to the number of delivery orders from the same customer.

PIZZA POINTS LOYALTY PROGRAM Create a loyalty campaign for frequent carry out orders encouraging

families to get to know their pizza maker on a first name basis. Customers could earn Pizza Points that add up for free meals, Domino items, and be entered for a chance to win a tailgate party for a local sporting event.

Create a Pizza Profile to join Pizza Points program to earn points.

The greatest value is the ability to identify individual customers and to measure and understand their individual behaviors. This consumer behavior far outweighs the value of providing consumers the opportunity to build a reward opportunity for carry out purchases at local Domino’s locations.

Measurement would involve tracking how many consumers redeemed Pizza Points and which items did they prefer from the choices available.

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COSTMedium Reach Frequency Cost

Compiled ListPurchase ListCreate mailerPrint & Mail

500 Families 2x month $40,000

House ListCreate mailerPrint & Mail

500 Families 2x month $30,000

Loyalty ProgramCreate landing page for Pizza PointsContest Prize

100 Families 90 Days $15,000

MEASUREMENT New Customer Acquisiton

House List Direct Mail Is being rewarded for ordering pizza a motivating factor

Loyalty Program More targeted approach to reaching families with children, will this impact

increase in carry out offers

DATA COLLECTION When individuals order through dominos.com they create a profile. Data collected

includes email address, delivery address, and pizza profiles. Additional data collected include payment preferences, such as cash or credit/debit cards, and cell phone numbers.

Carry out customers could create a profile using touchpad at checkout. This profile could be used online and for carry out to track preferences (carry out or delivery), payment (cash or credit/debit), email and cell phone numbers. Customers would be encouraged to register to be part of the domino’s loyalty program.

1. Loyalty program members receive points that accumulate for free pizza. Carry out orders earn 2x the points as delivery orders.

2. Online Credit/debit card users could be identified for sweepstakes offers.

3. Coupons for frequently ordered items sent to email address on file.

4. Promotional Flyers sent to individuals who ordered more than three times a month.

5. Individuals could opt in for promotional offers delivered through SMS messages.

GROUPON OFFER Create Groupon Offer valid for Carry Out Only

Groupon delivers young, educated, and affluent decision-makers who return to and spend more at the places they love.

Offer a limited time offer for a discount valid for carry out service from select location(s) but set a specific discount and the amount they’re willing to give away.

Full control over the minimum and maximum number of deals willing to offer. If the deal doesn’t appeal to consumers then there is no financial loss to Domino’s.

Groupon promotes the offer and receives a finder’s fee once consumers purchase the deal.

Domino’s participants Purchasers can share offer with friends on Facebook and Twitter

COSTMedium Reach Frequency Cost

Groupon Finders Fee(5% of Groupons sold)

3,500 3 months $5,000