Digital media strategy for Advertising 420 at Michigan State University

1. Little Caesars
Tyler Charles, @tcharles26
#NMDL, Spring 2014
#PIZZAPIZZA

2. Behind the Dough: Background Information

3. Who is the Pizza For: Target Audience

4. 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

5. CyberPizza: Digital Strategy

6. 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

7. 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

8. 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 pizzas
and who is purchasing them

9. 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

10. 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.