Domino's Full Digital Marketing Strategy

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Erin Earley

Domino's full digital marketing campaign by Erin Earley

Marketing

The Big Idea
• Monthly featured menu item
• $3 every month all year long

Target Audience
• 13 to 35 year olds
• Middle Class
• Craving inexpensive tasty food quickly

Objectives
• Increased
–sales for specialty menu items
–online profiles
–text messaging alerts

Performance Indicators
• Percentage of increased:
–Sales for specialty menu items
–Online profiles
–Text messages being sent out

Social Media
• Creating Buzz
• #Dominos3for3
• Facebook
• Twitter
• Instagram

Inbound Marketing
• Online Profiles
• Closing leads

Going Mobile
• Text messaging alerts
• Redirect right to order

Internet Marketing
• GoogleAds
• Blogs & SEO

Budget
• $20,000 a month
– GoogleAds: $5,000
– Marketing & PR: $10,000
– Online & Mobile: $5,000

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