1. Direct/Interactive Marketing
Proposal
Tashia Lynn Bramhan

2. WHO ARE WE?
• TLB’s IMC Agency – Currently located – Fort Mill, SC
• Established May 1971 in Rochester, NY
• Noted for creativity, innovativeness, and full client satisfaction
• Past clients include:The Home Depot, Samsung Electronics, LG Electronics
Corporation
• Global Exposures Are Our Specialty

3. WHAT AREWE DOING?
•Tasked with $300,000 overall budget we are…..
•Taking Domino’s Pizza to #1 pizza chain in the world
•Creating direct/interactive marketing that places higher
emphasis on personal pick up of orders and increase in
mobile application use
•Creating repeat customers through Groupon platform
with creative marketing tactics

4. TARGET MARKET
•Millennials ages 18-24, College Students Living in Dorms
or Off-campus housing
•Families with small children, Income over $25K, City
population of at least ½ million residents

5. INCREASING CARRYOUT ORDERS
• $75,000 Budget
• Targeted towards college students 18-24 years of age
• Multivariate testing of direct mailings of glossy vs. paper
postcards (students randomly selected)
• TestingTwitter posts in 4-hour window of time (Will orders
increase during this time?)

6. INCREASING CARRYOUT ORDERS
cont…
•A/BTesting of Email Communications through attention
grabbing subject lines

7. CATERINGTO BUSY FAMILIES
•Seattle,WA & Charlotte, NC chosen markets
•Minimum income $30,000 and minimum family
size 2
•Direct mail – A/B testing of glossy vs paper
postcards
•Radio Advertisements – Focus groups
•FSI (Free Standing Insert) – Descriptive research

8. HYPOTHESIS FOR RESULTS…..
•Glossy postcards are retained longer than paper and
garners more customers to make multiple orders
•Listening to a local radio advertisement reminds busy
families to pick up dinner on the way home
•It easier to plan for weekly dinners with coupons from
the paper

10. Customer retention created via membership/loyalty
rewards programs offered
Monthly double use coupons
Buy 4 get 1 free lunch deals

11. CUSTOMER DATA COLLECTION
Online (traditional
PC/MAC
Walk-in/Carryout
Mobile
Phone

12. CUSTOMER DATA COLLECTION
Name
Address
Phone number (with permission to receive texting)
Email Address
Purchasing History
Family Size

13. BUDGET: $300,000
ITEM TOTAL COST
TLB’S Agency – administrative & fees $25,000
SAS Visual Analytics software $45,000
Postal Rental Lists $4,455
Email Rental Lists $1,350
Focus Group Facilities - estimated $29,090
Glossy 3.5 x 5.5 Postcards - estimated $4,554.69
Recycled Paper 3.5 x 5.5 Postcards - estimated $4,247.54

14. BUDGET: $300,000 continued…
ITEM TOTAL COST
Newspaper inserts - estimated $7,959.66
Radio Advertisements - estimated $6,340
Bulk Mail Rate via USPS estimation $3,280
Estimation of 10% fee for generated Revenue-
Groupon
TBD
Initial Budget Gross Total $131,276.89
Remaining balance for final implementation &
Groupon fee
$168,723.11