1. Domino’s Pizza:A Digital Media Strategy
By Julia Raymond

2. Social Media
@dominos
Domino’s Pizza
dominosvids
@dominos

3. Blog
 Combination of all social media sites
 Customer feedback
 Employee experiences
 The Pizza Turnaround
 http://pizzaturnaround.com/

4. Target Audience
18-25
26-45

5. The Big Idea
Bring in new customers
Secure existing customers
Build customer loyalty
Grow the Domino’s network

6. Search Engine Optimization
 Google AdWords
 Keywords
 Pay-Per-Click
 “Pizza”
 “Handmade”
 Targeted Ads
 “Carryout”
 “Delivery”
 “Deal”

7. Key Performance Indicators
Google
AdWords
Google
Analytics

8. Campaign Timeline
Begin:
December
1-21, 2013
Launch:
January
1, 2014
Follow-Up:
March 131, 2014

9. Budget
Labor
Google
AdWords
Advertising
• $1 million
• $1 million
• $8 million
• $100,000
per person
• $200,000
pay-per-click
• $1.6 million
per site

10. Summary
AdWord
s
Budget
Blog
Analytics