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SOCIAL MEDIA + TRADITIONAL MEDIA
    MARKETING – CASE STUDY




   LOCAL DOMINO’S PIZZA
Objective




To develop an effective social media
    presence for 48 local Domino’s Pizza
    locations along with creative
    engagement to increase the
    communication and awareness of
    each Domino’s Pizza store within their
    own specific market and community.
Challenge




These locations had no prior social
    media presence.
Social Development
 •  Launched 48 Domino’s Pizza fan pages
 •  Launched four Twitter pages (one for
    each market)
 •  Unlocked all 48 locations on Foursquare
 •  Unlocked all 48 locations on Yelp
 •  Unlocked all 48 locations on Urbanspoon
 •  Claimed all 48 locations on Google
    Places
 •  Built custom campaign microsite
*The purpose of the efforts was to engage with consumers on platforms that
they frequent the most.
Traditional Marketing
•  Billboard
•  Direct mail
•  Radio advertising on-air and online
•  Buzz badges — custom in-store social
   awareness
•  Fliers
Execution





Both social and traditional marketing
    components had detailed connections
    that drove consumers directly to a store.
    We did not want to lose anyone at any
    point during the execution of the
    campaign. All Facebook fan pages had
    custom welcome applications that
    consumers had to “like” to get access to
    the coupon, which was also hosted on
    the sweepstakes microsite. After
    participants provided their information to
    download the coupon, they had to
    redeem it at the store.
Execution





A loyalty special was launched on
 Foursquare, which required the consumer
 to go to the store to unlock the special.
 Yelp, Urbanspoon and Google Places’
 role was to reinforce the connection
 between stores and consumers as well as
 provide accurate information and eye-
 catching food photos.
Execution






The traditional marketing mediums
    encouraged consumers to visit the
    microsite to enter a contest by entering
    specific information about themselves as
    well as “liking” their local fan page and
    tweeting out a custom message that led
    their followers back to the website.
    Awareness products were set up at each
    location to remind walk-up customers
    that they can connect with their favorite
    store online and use Foursquare to unlock
    a special instantly.
Success Metrics




An exceptional effective social media
    presence and community was
    created for all 48 Domino’s Pizza
    locations. Their social media presence
    was extended beyond Facebook and
    Twitter to Yelp, Foursqaure,
    Urbanspoon and Google Places. A 360
    social media growth was created
    using a build, engage and grow
    methodology.
Lesson




It’s now more important than ever to
 bridge the gap between online and
 offline mediums to not only run successful
 campaigns but to continue engaging
 consumers in multiple ways. This will reap
 loyal consumers, responsive local
 supporters and the growth of business.
What We Do!

We help locally & corporate owned businesses, franchises, restaurants, nightclubs, bars,
stores and brands connect to the customers and communities that matters the most for the
growth of their business by harnessing the power of social media to:

•    Drive local customers through the doors
•    Build creative and dynamic visual branding
•    Publish local information, Coupons and Promotion
•    Increase and maximize ROI
•    Create and Market community involvement events and activities
•    Build relationship with your customer base
•    Local brand awareness
•    Direct customer to brand response and dialogue
•    Reputation management
•    Loyalty tracking
•    Increase sales

Sociallybuzz will increase the communication and the awareness of your business within
your own specific market and community.

            Contact us to learn more about our Social Media Services

     888.354.1867 | info@sociallybuzz.com |www.Sociallybuzz.com


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Sociallybuzz - Domino's Pizza Social Media + Traditional Media Case Study

  • 1. SOCIAL MEDIA + TRADITIONAL MEDIA MARKETING – CASE STUDY LOCAL DOMINO’S PIZZA
  • 2. Objective 



To develop an effective social media presence for 48 local Domino’s Pizza locations along with creative engagement to increase the communication and awareness of each Domino’s Pizza store within their own specific market and community.
  • 3. Challenge 



These locations had no prior social media presence.
  • 4. Social Development •  Launched 48 Domino’s Pizza fan pages •  Launched four Twitter pages (one for each market) •  Unlocked all 48 locations on Foursquare •  Unlocked all 48 locations on Yelp •  Unlocked all 48 locations on Urbanspoon •  Claimed all 48 locations on Google Places •  Built custom campaign microsite *The purpose of the efforts was to engage with consumers on platforms that they frequent the most.
  • 5. Traditional Marketing •  Billboard •  Direct mail •  Radio advertising on-air and online •  Buzz badges — custom in-store social awareness •  Fliers
  • 6. Execution 




Both social and traditional marketing components had detailed connections that drove consumers directly to a store. We did not want to lose anyone at any point during the execution of the campaign. All Facebook fan pages had custom welcome applications that consumers had to “like” to get access to the coupon, which was also hosted on the sweepstakes microsite. After participants provided their information to download the coupon, they had to redeem it at the store.
  • 7. Execution
 



A loyalty special was launched on Foursquare, which required the consumer to go to the store to unlock the special. Yelp, Urbanspoon and Google Places’ role was to reinforce the connection between stores and consumers as well as provide accurate information and eye- catching food photos.
  • 8. Execution
 




The traditional marketing mediums encouraged consumers to visit the microsite to enter a contest by entering specific information about themselves as well as “liking” their local fan page and tweeting out a custom message that led their followers back to the website. Awareness products were set up at each location to remind walk-up customers that they can connect with their favorite store online and use Foursquare to unlock a special instantly.
  • 9. Success Metrics 



An exceptional effective social media presence and community was created for all 48 Domino’s Pizza locations. Their social media presence was extended beyond Facebook and Twitter to Yelp, Foursqaure, Urbanspoon and Google Places. A 360 social media growth was created using a build, engage and grow methodology.
  • 10. Lesson 



It’s now more important than ever to bridge the gap between online and offline mediums to not only run successful campaigns but to continue engaging consumers in multiple ways. This will reap loyal consumers, responsive local supporters and the growth of business.
  • 11. What We Do!
 We help locally & corporate owned businesses, franchises, restaurants, nightclubs, bars, stores and brands connect to the customers and communities that matters the most for the growth of their business by harnessing the power of social media to: •  Drive local customers through the doors •  Build creative and dynamic visual branding •  Publish local information, Coupons and Promotion •  Increase and maximize ROI •  Create and Market community involvement events and activities •  Build relationship with your customer base •  Local brand awareness •  Direct customer to brand response and dialogue •  Reputation management •  Loyalty tracking •  Increase sales Sociallybuzz will increase the communication and the awareness of your business within your own specific market and community. Contact us to learn more about our Social Media Services 888.354.1867 | info@sociallybuzz.com |www.Sociallybuzz.com