This document proposes a digital media strategy for Domino's Pizza to target college students in the Lansing, Michigan area. It recommends (1) using targeted keywords in Google AdWords focused on fast pizza delivery, (2) building an engaging Facebook page and offering exclusive coupons, and (3) developing a mobile app allowing customers to build and order custom pizzas from their phones. The goal is to defend Domino's market share against increased competition from Papa John's with a $12,000 marketing budget focused on traditional and new digital media channels. Success will be measured by engagement on social platforms and the mobile app as well as quarterly revenue numbers.

1. “No” has never tested so
Good
The Digital Media Strategy for Domino’s Pizza
Yuxi Shi
NMDL

2. Industry overview
• Pizza arrived in the U.S. at early 1900s
• full service (have both dine-in and take-out services)
• limited service (no table service, fast food style)
• non-traditional locations (convenient locations such
as shopping malls, office buildings, airports).

3. Industry overview

4. S-T-P Analysis
• Take a narrower Geo-targeting
Segmentation
• Demo: College Students
• College students
Target
• A Community style
• Concentrates on fast delivery
Position of Pizza

5. Media plans—
Google Adwords
Key Words:
• Fast Pizza delivery
• MSU Pizza delivery
• Spartan Pizza
• LCC Pizza delivery
• Online order
• Late night Pizza
• Pizza delivery in Lansing/East
Lansing
• Coupon

6. Media plans—
Facebook &
twitter
• Build fan page that specifically
target to college students
• Offer exclusive Facebook coupon
occasionally
• No direct sales
• Be personalized on Facebook
• Create hash-tags on Twitter

7. Media plans—
PInterest
Domino’s can use it by uploading
appetizing pictures and photos of
food, especially pizzas.

8. Media plans—
Mobile marketing
• LBS: show the nearest Domino’s
Pizza when students share their
location
• Apps: allow customers build their
own Pizza via cell phone and can
send the one to their Domino’s
account for ordering.

9. Budget
• 2011 was 11,555k
• The rise of Papa John’s Pizza requests a defense
strategy this year
• Around 12,000k this year, including all marketing
expense—traditional media and new media.

10. Measurement of success
• Numbers of Facebook Fans and Twitter followers
• The CTR of Google AdWords
• Subscribers of Pinterest
• Times of downloading the app
• Quarter revenue