Little Caesars is developing a $12 million digital marketing strategy to integrate their quirky TV ads across internet, social media, and mobile platforms. The strategy will target 35 markets over one year using themes of convenient and affordable meals. Success will be measured through analytics on website visits, social media interactions, and mobile app usage to determine if the campaign should expand nationwide.

1. READY WHEN YOU ARE
LITTLE CAESARS
DIGITAL MARKETING STRATEGY
Presented by Kelli Ford
NMDL Spring 2012

2. BEHIND THE BUSINESS: LITTLE CAESARS
Background: Challenges:
 Started in Warren,  Known for quirky TV
Mich. in 1959 by Ilitchs and radio ads
 Grown into a $2 billion  How will this translate
pizza chain, found in all to internet, mobile?
50 states and 4  Want to focus on
continents worldwide making mealtime
 3rd largest pizza chain easy for busy people
in the U.S.  Quality, affordable
 $5 Hot-N-Ready Pizza, pizza – not just fast
Crazy Bread  Tech-advanced society

3. PREPARING A DIGITAL MARKETING STRATEGY
Target markets: Over-arching themes:
 Students (high school  Mealtime made easy
through college);  Quick, fast, affordable
 Young adults (done with restaurant experience
school, entry level  Convenient, nearby
job, still single);
 Hot-N-Ready when you
 Young families (newly are!
weds, or new parents);  Messages are similar to
 Working families (with TV and radio commercials
children and one or more  With this client, it is
full-time employed important to stay
adults); consistent
 All these messages can
 Empty nesters (children
work for internet, mobile
are grown up); and approach
 Retired adults

4. LITTLE CAESARS SOCIAL MEDIA
 Little Caesars is already in  Offer social media-
the process of developing exclusive discounts
its national social media
presence...  Codes redeemable in
 Facebook has 783,000+ certain DMAs for
fans,Twitter has more than certain months
4,000 followers
 Interactive posts
 Local chains have followers
in the hundreds to
 Ask what customers
thousands! want more of
 People find the brand  Respond to customer
relevant to their lives questions, comments
 Integrate Foursquare
with local chains
 Train managers on how
the site works

5. LITTLE CAESARS INTERNET MARKETING
 Ads on Facebook
 Make them DMA/store-
specific
 Ads on local Patch
news sites
 Make them emphasize
convenience, “ready
when you are”
 Ads on
Yahoo, AOL, common
email sites

6. LITTLE CAESARS INTERNET MARKETING
Google Adwords:
 Hot and ready pizza, $5
pizza, Little Caesars, Little
Ceasars, Little Cesars, Little
Cezars
 Helps people find Little
Caesars pizza directly
 Copy: “Little Caesars Pizza.
Delicious $5 Hot-N-Ready
Pizza – ready when you are!”
 Good pizza, cheap
pizza, nearby pizza
 Helps people find the right
pizza place near them
 Copy: “Little Caesar’s Pizza.
$5 Hot-N-Ready when you
are!”

7. LITTLE CAESARS MOBILE MARKETING
 Foursquare check-ins at
all local stores
 Can add up for discounts
 Emphasis on Google
Click to Call mobile ads
 Find phone number and
addresses to all the
nearest stores, gets them
directly connected
 Shown to improve click
through rates by 5-30%
 ALL ABOUT GETTING
TO THE FAMILY DINNER
TABLE FASTER!
 Already have a smart
phone app

8. MEASURING DIGITAL SUCCESS
 Google Adwords automatically has pages within
accounts that track impressions, click-through
rates, cost-per-click, cost per conversion (page
views), etc.
 Google Analytics will also be used to track page
visits, how many people from certain areas visit local
store sites, what days are most popular, etc.
 This will help in determining days that other ad mediums will
be used since those are the days Little Caesars services are
in highest demand
 App usage measured by number of downloads
 Facebook, Patch, email site ads: click through rates
 Social media: discounts downloaded, interaction with
posts, Foursquare check ins

9. BUDGET FOR DIGITAL STRATEGY
 $12 million
 To cover 35 DMAs
(1,600 stores) in the
U.S.
 Good number to test the
strategy for one
year, determine if it’s
effective
 Budget aided by
estimates by Gray Cat
Enterprises and Little
Caesars' 2009 entire
advertising budget.
 Was $35 million for all
advertising mediums, all
DMAs that year

10. THE BIG PICTURE
 The goal of Little Caesars’  Timeline
digital marketing campaign  The campaign spread
is to aid its quirky TV and across 35 DMAs will take
radio ads by integrating the about one year and is not
company presence in seasonal
internet, social media and  Pizza is eaten all year round!
mobile outlets.  Assessment will take place
 It’s all about convenience after 1 year to analyze
whether or not all DMAs will
 By using the same fun be targeted
messages in digital
marketing, Little Caesars is
sure to reinforce its
relevance in consumers
lives – in a newer, more
innovative way.
 In today’s age, it’s all about
how well you align with
consumers’ fast paced lives