DOMINOS PIZZA

INTEGRATED
MARKETING CAMPAIGN
DOMINOS PIZZA
INTEGRATED
MARKETING CAMPAIGN
OFFICIAL ENTRY TO 2013-2014 COLLEGIATE ECHO MARKETING CHALLENGE
Mikhail Lezhnev | Angela Cherry | Supriya Agarwal | Stella Schour

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TABLE OF CONTENTS
Dominos, an American restaurant chain and international
franchise pizza delivery corporation ranks as one of the
top public restaurant brands with over 10,200 stores in over
70 international markets. Dominos has recently achieved
signicant sales results, largely attributable to digital ordering
as well as its expanded menu. The digital ordering space has
also provided record levels of sales for Dominos as digital
ordering now makes up more than 1/3 of Dominos US orders,
1/3 of which comes from mobile.
In order to continue to expand in the digital space and to
lead the pizza market, Dominos has engaged MASS Digital
Consulting to create an integrated marketing campaign with
the goal of increasing the number of orders driven through
the Dominos Mobile App. The focus is to create an innovative
strategy and campaign that involves everything from the store
retail space in over 4,900 stores as well as use of all direct and
interactive channels including Dominos-owned and earned
media channels.
Dominos has experienced a few challenges in the digital
space including dips in sales and engagement in the summer
and spring months, lack of a well-known loyalty program
and the drop in cable TV subscribers (thereby decreasing
commercial viewers). Innovation in the digital space leaves a
great deal of opportunity for Dominos to consider, particularly
in cross promotions with sites like Hulu and on-demand
advertising in mobile video-on-demand apps like DramaFever
and Viki. Dominos should also create a Roku channel, to allow
Roku viewers to directly order from their TV before they start
watching their shows.
In response to Dominos challenges, MASS Digital is
recommending an integrated marketing strategy including
traditional media, digital media, app user experience
improvements, retail touch points, product/packaging, sale
promotions and rewards systems with an overall additional
budget of $250,000. MASS Digital is proposing an annual
marketing calendar that details out the year-long promotions
throughout the year to drive trafc and sales through the
Dominos app. Most notably, MASS Digital is recommending a
spring/summer promotion #ShareASummer, which will entail
pizza in the park events at key parks across the country in cities
such as Los Angeles, Miami, New Orleans, Boston, Chicago
and New York from April - July. Other promotions such as a
video contest, reward promotions (buy eight get one free),
gift card promotions, partnerships with Hulu, and advertising
on digital streaming channels such as DramaFever will help
increase engagement with consumers and hopefully increase
usage of the app.
Dominos key performance indicators will be categorized
by source such as the mobile app, the website and its social
media channels. Metrics should be tracked on a monthly and
quarterly basis along with dening benchmarks to compare
performance with the competition.

EXECUTIVE SUMMARY
Executive Summary
Strategic Summary Chart
360 Touchpoint Pizza
Market Research
Marketing Strategy
365 Days of Sharing Dominos
KPI Measurement
Budget & ROI
Recommendations
Sources
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Spring/Summer dip in sales and engagement #ShareASummer Promo Event, with social media
support on Twitter, Facebook, Instagram and
Pinterest.
Need Increase of Consumer Engagement Addition of Alerts and Social Media Sharing for all
mobile apps. (See UX Improvements)
Lack of Loyalty Programs Buy 8 get 9th Pizza free for all accounts
Decline of CableTV Subscribers & switch to Roku
topbox.
Dominos Pizza Channel on Roku to allow its 5
million + users to order pizza before watching
an entire season of their favorite show/movie
marathon. Provides a new and novel way to order
pizza. (See other digital channels)
Cross Promotions Incentive to free one-week subscription for every
pizza order. This taps into HuluPlus 4 million paying
subscribers. (According to comScore, Hulu is #1 in
engagement among top ad supported sites. Hulu
viewers stay with us for 45 minutes per session
without fast-forwarding or skipping ads. Hulu is
also #1 in market share of all premium online video
providers, delivering 1 in 3 of all premium video
ads in the U.S. Our reasonable ad load drives the
highest recall and awareness for brands, which
results in higher effectiveness for the video ads.)
MARKET RESEARCH CONCLUSIONS STRATEGIC ACTIONS
STRATEGIC SUMMARY CHART
360 TOUCHPOINT PIZZA
PRE PURCHASE
MOBILE VIDEO
ON DEMAND
ADVERTISING
MOBILE APP
ROKU CHANNEL
SOCIAL MEDIA
DIGITAL COUPONS
SUMMER
PROMOTIONS
APP USER EXPERIENCE
IMPROVEMENTS
POST PURCHASE
SOCIAL MEDIA
LOYALTY PROGRAMS
PURCHASE
APP USER EXPERIENCE IMPROVEMENTS
DOMINOS PACKAGING (Boxes will be printed
with current on-going promotions)

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Dominos is 95% franchise owned and more than one
half of Dominos sales come from outside of the United
States. Dominos top markets are: the United States, United
Kingdom, India, Mexico and Australia. Dominos currently
holds the number one pizza delivery and carryout market
position in 38 markets including the United Kingdom, India,
Mexico, Australia, South Korea, Turkey and France. Within
the United States, Dominos is the second largest pizza
delivery chain, following Pizza Hut.

Dominos sales are affected by seasonality. The busiest
day for pizza delivery in the United States each year is Super
Bowl Sunday followed by Halloween, New Years Eve/Day
and Thanksgiving Eve, however, there is typically a dip in
sales and engagement in the spring and summer months.
Dominos is also currently a leader in the mobile ordering
space as 95% of are covered with the Dominos online
ordering app. As a result, approximately 40% of sales in the
United States come through the digital ordering channels
and this could be a continued opportunity for enhanced
mobile sales and promotions.

Dominos target market is fairly wide and culturally
diverse including both males and females from ages 18
through 49. However, there is also a focus on mothers or
heads of the household who make the dinner decision for
the family. Customers tend to be very price sensitive. There
is also a focus on customers who engage in delivery and
carry out orders.

The Dominos brand has great strength including a
globally recognized brand name, international presence
and efcient online ordering capability (30 minutes or less).
Dominos is well known for innovation, affordable pricing
and a strong supply chain.

Dominos also has a few challenges. Dominos has had
slower growth and decreasing sales recently and without
discounts is sometimes perceived as expensive. There have
also been increases in operating costs as well as high staff
turnover.

With that said, Dominos should be aware of its
opportunities as well as threats. Dominos has many
opportunities including continued global market expansion,
digital marketing expansion (e.g., special promotions, viral
videos, etc.) as well as region to region customizable menus.
On the other hand, Dominos is currently threatened by its
competition who also have mobile ordering apps, healthier
meal options, local pizzerias, the increasing labor and food
supply costs as well as having too diverse of a product. The
external television market can pose both an opportunity and
a threat. There has been a decline in pay-TV subscribers
as on-demand video services such as Netix, Amazon and
Hulu continue to grow. Therefore, customers will pay less
attention to TV ads or add placements in TV shows. On the
other hand, Dominos should consider marketing using on-
demand type services such as Hulu, Netix, Roku, etc.
In order to address some of the issues that Dominos is
facing and to address the main issue at hand (i.e., how to
increase orders through the digital app), Dominos will need
to take an integrated approach including:
Digital Media (Mobile & Social)
App User Experience (UX) Improvements
Retail Touch points
Product/packaging
Sales Promotions
Loyalty Programs
Dominos can dene the marketing strategy through
a year-long marketing calendar that highlights various
promotions and strategies throughout the year to address
existing issues or areas of improvements.
MARKET RESEARCH
MARKETING STRATEGY

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365 DAYS OF SHARING DOMINOS
Dominos
mobile app UX
improvements
Launch Roku
channel
Advertising on
DramaFever & Viki
(mobile video on
demand app)
Send email blasts
about Roku channel,
Hulu promotional
tie-up
Send email blasts
about ordering pizza
straight from Viki
and DramaFever
mobile app
Facebook, Twitter
and Instagram
social media
support for ALL
PROMOS ALL YEAR
ROUND
Social media
promotions to
download Roku
channel app
Automatic update of
all installed apps
#ShareASummer
email blast (spring/
summer promotion)
Social media
promotions to
download Roku
channel app
#ShareASummer
email blast (spring/
summer promotion)
Email blast to
residents within
city limits of Los
Angeles, Miami,
New Orleans and
Houston about
#ShareASummer
event
Launch
#ShareASummer
event in test cities
Los Angeles
(Elysian Park),
Miami (Flamingo
Park), New Orleans
(New Orleans City
Park), Houston (Sam
Houston Park)
Email blast to
remind users about
loyalty rewards to
drive more orders
Facebook, Twitter
and Instagram
social media
support for all
ongoing promos
Email blast to
remind users about
loyalty rewards to
drive more orders
Email blast to
launch cross
promotion with Hulu
Plus
Launch Hulu Plus
promotion - one
week free HuluPlus
for every pizza order
Social media
campaign for
YouTube video
contest
Launch YouTube
video contest
Email blast to
residents of New
York, Chicago,
Boston for
#ShareASummer
event promotion
Facebook, Twitter
and Instagram
social media
support for all
ongoing promos
Email blast to
remind users about
loyalty rewards to
drive more orders
Back-to-school
coupon promotion
Campus Address
Promotion -
discounts for app
users who get pizza
delivered within a
radius of a college
campus
Facebook, Twitter
and Instagram
social media
support for all
ongoing promos
Email blast to
remind users about
loyalty rewards to
drive more orders
Black Friday Gift
card promotion -
promote gift cards
as the perfect
holiday gift
Facebook, Twitter
and Instagram
social media
support for all
ongoing promos
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
Dominos will start out the calendar and scal year in January
with launching user experience (UX) improvements with their
existing site, app and social media sites. Considering compelling
social media statistics, Dominos should investing in a Roku channel
for ordering pizza (5 million users as of April 2013) and advertising
on Hulu (4 million paying users). Dominos will launch a new Roku
channel as well as part-take in mobile video on demand advertising
with DramaFever and Vikis mobile apps. DramaFever and Viki are
streaming video apps that is experiencing channel market growth
and reaches a vast audience. It is reported that over 80% of
DramaFevers estimated 3.5 million monthly viewers are non-Asian.
The Viki Mobile app has been downloaded 500K times on GooglePlay
alone. New Spanish and Latin American content is also expected to
help increase viewership among Hispanic users thus increasing the
reach of the channel.
In March and April, Dominos will kick off a new promotion called
#ShareASummer. In response to the dip in sales in the Spring
and Summer months, Dominos will set up booths at a park within
the delivery range of a Dominos store. In the booth, Dominos
employees can place orders via a mobile device or park goers can
order from the booth and claim a balloon to be easily identied by
delivery people when their pizza is ready. This campaign will launch
in March/April in cities with warmer climates such as Los Angeles,
Miami and New Orleans. It will then rollout to New York Boston
and Chicago in the June through July. A video contest, hosted on
the Dominos YouTube channel, will complement this campaign.
Videos with the most likes will be featured on a weekly basis and
ultimately the creators of the winning video will receive one year of
free Dominos pizza and delivery.
In addition to the Roku channel, DramaFever advertisement and
#ShareASummer promotion, Dominos can also consider activities in
the Fall and Winter months including: a partnership with Hulu (e.g.,
for every Dominos pizza order, users can receive one week free
of Hulu, email blasts to remind users about rewards to drive more
orders, gift card promotions, etc.

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We feel that KPIs should be categorized by source.
The sources are primarily Dominos Mobile Application,
Dominos Website and Dominos Social Media Channels
(Facebook and Twitter). Please refer to the KPI Scorecards
shared in the Appendix for a detailed breakdown on how
to track the metrics by month and quarter. Our suggested
metrics cover major aspects of consumer behavior and
consumer engagement online.
Further, we feel that KPI tracking cannot be effective
without benchmarks. Dominos will need to dene
benchmarks based on industry averages or competition,
regularly assess performance and accordingly modify
marketing strategy.
KPI MEASUREMENT
Mobile Apps
Quantitative metrics:
Number of app downloads
Number of sign-ups for the app number of online
accounts created through the app
Frequency of app opened how frequently the app was
opened
Time spent on the app the time in seconds/minutes
people spent on the app
App ranking on stores the rating of app by users
MAU monthly active users/DAU daily active users
segment users by their frequency of use
App launch/load time the ratio of the time to launch an
app to the time it nally loads on the device
Downloads from organic search app downloads
through organic search for the app
Downloads from paid search app downloads through
paid search for the app
Downloads from iOS devices app downloads on
devices using iOS platform
Downloads from Android devices app downloads on
devices using Android platform
D ownloads from Blackberry app downloads on
devices using Blackberry OS
Qualitatively, user feedback on the performance of the
mobile app (through reviews and direct feedback) should be
monitored and acted on.
Website
Quantitative metrics:
Number of visits the number of visitors on the website
Click through rate (CTR) the number of visitors who
clicked on a Call To Action on the website
Number of unique visitors the number of visitors who
came on the website for the 1st time
Time spent on the website the average time in
seconds which users spent on the website
Bounce rate the rate at which visitors left the website
Trafc from Facebook the trafc which redirected
users from Facebook to the website
Trafc from Twitter the trafc which redirected users
from Twitter to the website
Trafc from YouTube the trafc which redirected
users from YouTube to the website
Trafc from organic search the trafc which came
through organic search e.g. SEO
Trafc from paid search the trafc which came
through paid search e.g. paid advertisements

CURRENT APPROACH
Dominos Pizza tracks social media
in the following ways:
a) Reach
i) Fan Count
b) Engagement
i) Engagement Rate given by
(Likes + Comments + Shares/Total Reach)
ii) Twitter Interactions
(Tweets + Retweets + Replies)
MASS Digital KPI MEASUREMENT APPROACH

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Social Media
Facebook and Twitter are the two primary social media
channels used for promotion. We sub categorized
metrics under social media into Reach, Amplication and
Engagement.
Reach represents the total number of unique people who
had an opportunity to see an item or a valid reproduction of
that item across social media.
Facebook Likes Growth the growth in the number of
Facebook Likes
Twitter Followers Growth the growth in the number of
Twitter Followers
Amplication represents the measure of the extent to which
any social media message went viral among the online
audience.
Retweets - the number of re-tweets done for Dominos
Pizza tweets
Facebook Shares - the number of shares done for
Dominos Pizzas status messages on Facebook
Engagement represents the measure of how much
Dominos Pizza is able to interact with and involve the online
audience.
Twitter replies/Mentions the number of replies and
mentions which online users post with the Dominos
Pizza Twitter account
Facebook Comments the number of comments which
online users post on the Facebook wall of Dominos
Pizza
Here we want to highlight that all engagement might not
be positive. If we do a sentiment analysis of the replies and
comments, they might be segmented into positive, negative
and neutral tone of conversation. We will address this bit
later in the next section.
Integrated KPIs
Social Media Listening - Apart from the above metrics which
are mostly quantitative in nature, we think that qualitative
tracking such as social media listening metrics are also
important. Metrics like Share of Voice, Buzz Volume,
Sentiment Analysis, Topics of Discussion and Categories of
Discussion should be also done for a prominent brand like
Dominos Pizza.
Buzz Volume the total number of mentions of Dominos
Pizza online by the online audience. This includes
mentions on all blogs, forums, food review sites, Twitter
accounts and public Facebook walls.
Sentiment Analysis the tonality of conversation for
Dominos Pizza. For e.g. a tweet like waiting for my
pizza #dominos is a positive sentiment. Another
tweet like my pizza is taking forever #slow #dominos is
a negative sentiment.
Share of Voice the number of mentions Dominos has
online across all sources and then a comparison with
top competitors like Papa Johns and Pizza Hut. This
will help Dominos know how behind or ahead it is to
competition in the online share of voice.
Topics of Conversation identifying the common topics
of conversation is insightful for Dominos. For example
if it is revealed that people use the word together or
craving frequently with Dominos, Dominos can plan
its next campaign using the same theme.
Categories of Discussion indicates the intent of
discussion of the users. If the users are mentioning
Dominos in context of making the others aware about
the brand then this discussion should be tagged as
Awareness. If the user is mentioning Dominos and
associating it with happy food then this conversation
should be tagged as Association and so on.
KPI MEASUREMENT
Revenue through Digital Efforts
Throughout the year, when campaigns will be launched
on different channels, the base revenue from online sales
should be recorded rst (i.e., the revenue prior to the
campaign launch). Post campaign launch, the increase in
revenue should be recorded. This increase in revenue can
be attributed to the sales through digital efforts.
Next Steps
We have shared a KPI scorecard in the Appendix III section,
where Dominos can compare the actual metrics vs. goals
on a monthly and quarterly basis.

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BUDGET & ROI
Per Echo material, the costs for any additional personnel,
creative development, and production for the purposes of
the challenge is a at 5% of the budget. For this reason, we
estimate these items will cost $12,500, which is 5% of our entire
budget.
The ShareaSummerSlice promotions should cost about
$5,000 per city. This estimate is based on the permit fees
and accompanying costs for carrying on public promotions
in city parks. Given that we plan on carrying out the
ShareaSummerSlice in six cities, the total cost should be about
$30,000.
The development cost of non-gaming app is between
$8,000 and $50,000 to create. We estimate that to improve the
Dominos app should cost less than the maximum development
cost, approximately 30,000. Based on the same online source,
we estimate that the application maintenance cost will be
approximately 1,500 per yearly quarter.
Expanding into online channel advertising should be
manageable as rst movers. The cost of the enterprise (best
type of) package with an online channel developer, Frontlayer,
is $300 per month, which includes a custom Roku channel.
Based on this, we estimate that the entire cost for having
advertising on the Roku, including unanticipated fees, will be
approximately 4,000 for the entire year. Based on this, we also
estimate that the cost of advertising on DramaFever will be
approximately 4,000 for the entire year. For Hulu, our research
shows that the cost per mill is $30. We estimate that our Hulu
advertising will reach about 50% of the existing 1mil Hulu users
for the year, which is about 500,000 users. Based on this, the
cost will be about $15,000 for Hulu ads.
For the predominant social media, Facebook, Twitter, and
Youtube, based on research we estimate that the additional
advertisement costs for posting ads will be 1,500 per month
each. These conservative costs only include the social media
companies fees for their advertising services and will not
include the development costs. The total annual cost per social
medium will be $18,000 for a total of $54,000.
We do not anticipate any additional costs for the Black
Friday and holiday gift card promotions in November and
December. The gift card discounts will result in some reduced
revenue temporarily. However, we anticipate that Dominos will
recoup any reduced revenue from unredeemed gift cards.

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RECOMMENDATIONS
We suggested innovative ways for Dominos to increase its sales on the mobile and web medium. For emphasis
on the specic ideas which we feel have more potential and can lead Dominos to have a rst mover advantage,
here are our recommendations and the corresponding execution.
Development of Dominos Pizza
ordering channel on Roku
This is tapping the recent emerging trend of
consumers discarding cable televisions and
opting for Roku topbox which allows consumers
to enjoy the benet of unlimited streaming of TV
shows on-demand at a much lesser cost.This
strategy also allow us to tap the huge existing
membership of 5 million+ users of Roku.
Mobile video on demand advertising Viki and DramaFever
The Viki and DramaFever apps have this exceptionally convenient tap-to-go-to websitefeature that allows viewers
to tap on the screen and go directly to the Dominos website. This could potentially be programmed to launch the
Dominos mobile app if the app is installed in the device or instruct the user to download the app to order pizza.
Tap-to-go-to website feature
Improve the Dominos Apps User Experience
Adding alerts, social media integration and rewards in the Dominos Pizza mobile app will allow app users to get
promotions and coupons alerts, share their ordering prole and earn rewards after ordering 8 pizzas. This should
drive repeat purchase and a higher social media engagement.

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RECOMMENDATIONS
KPI Measurement
Peter Drucker famously said If you cant measure
it, you cant manage it, it is extremely important to
keep track of the key performance indicators and
continue assessing them on a regular basis. Thus
our recommended scorecards will help Dominos
achieve their desired goals within the targeted
timeframe.
Please see appendix for a bigger view.
#ShareASummer Video Contest
This video contest, hosted on the Dominos YouTube
channel, will complement the #ShareASummer
campaign. Videos with the most likes will be featured
on a weekly basis and ultimately the creators of the
winning video will receive one year of free Dominos
pizza and delivery.
KPI Scorecards
Mobile App

Website


Social Media



#ShareASummer Promotion Event
In response to the dip in sales in Spring and Summer
months because consumers are outside enjoying the
sunshine, Dominos will set-up booths at a park that
is within the delivery range of a store. In the booth,
Dominos employees can place orders via a mobile
device or park goers can order from the booth and
claim a balloon to be easily identied by delivery guys
for delivery.
Roll out of this promo will rst start in April in Los
Angeles, New Orleans and Miami. Upon the measured
success of the promo, the event should be rolled out
in New York, Chicago and Boston.
This will be strongly promoted simultaneously on
social media channels such as Twitter, Facebook
and Instagram.

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APPENDIX
KPI Scorecards
Mobile App

Website


Social Media

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