PowerPoint slides for Domino's Direct Marketing Final Project for IMC 616 presenting the recommended direct marketing plan for students and residents of Columbus, OH specifically around Ohio State University.

1. Stephanie Marchant • West Virginia University

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

3.  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

4.  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

5.  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

6.  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.

7.  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.

8. Medium 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

9.  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

10.  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.

11.  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.

12.  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.
Tailgate

13. Medium Reach Frequency Cost
Compiled List
Purchase List
Create mailer
Print & Mail
500 Families 2x month $40,000
House List
Create mailer
Print & Mail
500 Families 2x month $30,000
Loyalty Program
Create landing page
for Pizza Points
Contest Prize
100 Families 90 Days $15,000

14.  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

15.  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.

17.  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

18. Medium Reach Frequency Cost
Groupon Finders Fee
(5% of Groupons sold)
3,500 3 months $5,000