Fresh Minds PR

Brand Summery v  Founded as a single store in 1960 in the US, Domino’s is a powerful,

global Brand being recognized as a world leader in pizza delivery. Domino’s is dedicated to the best of service, quality products and delivery excellence and its mission to be the best pizza delivery company in the world. In 1985 Domino’s arrives in England and grown to a total of 750 stores all across the UK.

v  First to market with various industry-defining offers and technological advancements, Domino’s also introduced for the first time web ordering, IPhone app and the heat wave box to ensure that customers receives their pizza hot.  

v  Two for Tuesday offer launched in 2009 generated double average sales on Tuesday and was seen as one of the most successful campaign in the history of Domino’s Pizza. So successful that other Pizza Brands also adopted it: Pizza Hut with Two’sday Tuesdays and Papa Johns also launched Two for Tuesday.

v  Domino’s Pizza tone of voice as a cheeky, surprising, honest and reliable is shown on the day-to-day business and through Brand’s presence on all media platforms including the social media where Domino’s has constructed a strong and innovative personality.

Brand values

ü  Treat people as you’d like to be treated

ü  Produce the best for less

ü  Measure, Manage and share what’s important

ü  Think big and grow

ü  Promote from within

ü  Set the bar high, train and never stop learning.

The Problem Two for Tuesday offer represented the unique feature and individuality of Domino’s. However, due to the fact that many of Domino’s competitors such as Pizza Hut and Papa Johns have also adopted the Tuesday offer, Domino’s individuality through the offer have faded away.

In order for Domino’s to re-establish that unique feature and distinctiveness form other Brands, the Two for Tuesday needs to be revived and recharged. Two for Tuesday offer needs to be re launched where a new Brand story needs to be told. With the help of a strategic PR plan where offering its customers valuable experiences Domino’s will be able to differentiate itself from its competitors and Tuesday will once again become Domino’s day.

Opportunities Domino’s is focusing on efficient delivering. Seen as innovative when using digital platforms.

Threats Intense competition Challenge of healthy food The increase of labor and food prices

Weaknesses Not perceived as a healthy food. Does not differentiate itself from its competitors. The price is perceived as expansive compared with some of its competitors

Strengths Worldwide presence Strong image Dedicated customers A range of customers from young to old. Strong brand image Strong network with its franchisees

The opposition

Pizza Hut Domino’s biggest competitors mainly because is seen as more focused on healthy food by incorporating a salad bar into their sit down restaurant section and by serving nutritional pasta bowls. Strong Brand Image Often compete with Domino’s for Brand recognition

The Opposition

Papa Johns Also recognized as efficient in pizza delivery and pizza take out Increase popularity. Perceived as using healthy ingredients.

Others competitors

Aims v  Make people aware of the valuable and unique experience

that Domino’s offers.

v  Position Domino’s as the market leader, the best pizza delivery brand in the UK.

v  Rejuvenate Domino’s perception as an innovative and fun Pizza Brand that offers the best of experiences to its customers.

v  Make people feel Tuesday is a fun and great day because is Domino’s Day.

v  Increase sales to the stores and the website.

SMART Objectives v  At least 200 uploads daily (photos+videos) into the website.

v  During the 30 min before the Football Match an estimate of over 1000 text and photos to be send to the number and to the email address.

v  Each shop to collect 50£ each day with the Pennies Box CSR initiative

v  Over 10.000 participants to enter the Facebook competition.

v  Over 20.000 mentions of the hashtag #make the wait great in the first four months of the campaign.

v  Over 100 pieces of online and print media coverage during the first 4 mouth since the start of the campaign.

v  The sales on Tuesday to increase with 20%.

Target Audience Current

Men and Female between 18 and 34 years old

ü  Students

ü  Young professionals

Target Audience

Intended female student consumer

This customer sees herself caught between making time for her studies and making time for her personal life which she loves as she made lots of friends since starting university. She loves having friends over to stay and usually eats with her friends. She spends a lot of time on her phone, on her computer and reading magazines. She is a frequent user of Twitter, Facebook and Instagram and loves taking selfies and pictures of her daily activities and share these on social media. She hates waiting for anything as she is usually very impatience.

Target Audience Intended male student consumer

This consumer also lives a fast paced life. He mostly spends time with his mates ( his colleagues) as he always wants to have fun. He spends lots of time on social media where he frequently uploads pictures and videos. He dose not have time to cook. Very often he gets food to be delivered to his room/house or he eats out. He gets bored really quick especially when waiting for something.

Target audience(media)

Key message

Being part of the Domino’s pizza ‘family’ is about having fun and enjoy every second of your life and making the less perceived enjoyable times such as waiting for your pizza, great and fun times.

“Make the wait great”

Strategy Domino’s understands that people hate waiting, especially waiting for their pizza to arrive. With Customers’ happiness always in mind Domino’s goes on a quest to #make the wait great. By encouraging their customers to share their ideas and by suggesting different activities Domino’s hopes to give their clients the best of experiences to enjoy day to day life. Domino’s Brand will be associated with the experience of having fun and enjoying every minute of your life.

Tuesday will therefore be seen as a fun and great day because is Domino’s day.

Show us how you: #Make the wait great

Upload a photo or a video for a chance to features in Domino’s #make the wait great

Gallery.

Quest to make the wait great.

Show us how you:

#make the wait

great

Video

Show us how you:

#make the wait great

Photos

The website encourages people to upload photos and videos.

If the pictures and videos received are appropriate and creative then it will be inserted into the #make the wait great Domino’s Gallery.

Supporting Tactics

Events-Stamford Bridge Digital Gallery

v  Digital Screen Gallery of the #make the wait great at Chelsea Premier League Football Matches.

v  As the majority of Domino’s Pizza customers enjoy a good football match alongside a slice of pizza and because waiting for the match to start can be boring Domino’s pizza will put in place a Digital Screen at Chelsea’s Premier League during the last three home fixtures(dates: 05th April, 20th of April and 03rd of May).

v  Live text and photos to be feed into the Digital Screen Gallery during 30 minutes before every match starts. The gallery will feature pictures from those present at the football match, but also those that are not present but are watching on TV and want to show how they can #make the wait great. There will be a phone number and an email address where the text and photos will be send, checked and then showed on the digital screen. The phone number and the email address will be posted on Domino’s website, on Domino’s Facebook and Twitter page a day before each match starts and on the Digital Screen during the 30 min period.

v  Maybe a picture of how the screen will look.

Position Domino’s as the market leader, the best pizza delivery brand in the UK. Rejuvenate Domino’s perception as an innovative and fun Pizza Brand that offers the best of experiences to its customers.

Media Angles Metro Enterteinment

Section-

Premier League fans can finally enjoy their pre match

waiting time by posting photos on Domino’s Digital

Screen Gallery

The Franchise Magazine-

Good Food comes with Good Experience- Best to describe Domino’s inauguration of the Premier League Digital Screen Gallery as part of the make the wait great campaign.

Customers Experience Magazine-

It is all about offering customers a valuable

experience says Domino’s Bosses after the launch of the

Premier League Digital Screen Gallery

PR Week

Section talking about Domino’s quest to make its

customers happy when waiting for their pizza

through it’s new strategic campaign “make the wait

great”.

CSR Initiative- “Pennies”, Domino’s charity Box.

v  The Partnership with the Pennies Foundation through the electronic charity box allowed Domino’s pizza customers to donate money to many UK charities.

v  Domino’s wants to add to the online donation trough the #make the wait great Campaign.

v  After receiving their order, Domino’s will encourage its customers(small attachment to the order confirmation) to look for pennies around the house meanwhile waiting for their pizza and place it in the Pennies box when the pizza arrives.

v  This way the wait becomes a great time to support a good cause and help those that needs Pennies the most.

v  On Tuesday Domino’s will double every penny donated by the customers.

Make people aware of the valuable and unique experience that Domino’s offers through CSR Initiatives. Make people feel Tuesday is a fun and great day because is Domino’s Pizza Day.

Media Angles

Stylist- The Scoop

The project ‘”Pennies Box” will be featured in

the charity section.

v  Stylist

Student Times- Money section

A piece writing that students are those more likely to donate their pennies to charity-

explaining that this info came from Domino’s

findings.

Evening Standard-Life and style section

to feature a piece about people happy to donate their pennies not their

pounds.

Chat Magazine- Tips section-

piece on the what is the perfect place to throw

your pennies – tips from Domino’s.

Social Media v  Facebook contest. The most creative photo of #make

the wait great competition will receive tickets to the last Chelsea football match in the Premier League.

v  Twitter hashtag #make the wait great where Domino’s celebrities endorsers such as Tom Daley and James Corden are also asked to tweet under the hashtag.

Rejuvenate Domino’s perception as an innovative and fun Pizza Brand that offers the best of experiences to its customers through Social Media Incentives. Increase sales to the stores and the website.

Media Angles Future Leaders-Lifestyle

section

Piece about Domino’s giving the opportunity to

win Premier League football tickets-

competition where most creative idea will win.

v  Stylist

Cosmo Campus-

Piece featuring photos of Tom Daley and One

Direction’s, photos they posted on social media

supporting the make the wait great campaign for

Domino’s

MAXIM-Sports Section

Section talking about how guys can get their

hands on a Premier League Tickets through

Domino’s Facebook competition.

Customer Experience Magazine-

Giving your clients the best Experience, the best prizes that are a

lifetime memory, such as the Premier League

Tickets.

Survey v  Domino’s will conduct a survey about what do people

do when waiting for their pizza.

v  500 Domino’s Pizza lovers will be asked the same questions and based on the answers Domino’s will announce the most common things their customers do when waiting for their pizza.

Make people aware of the valuable and unique experience that Domino’s offers. Position Domino’s as the market leader, the best pizza delivery brand in the UK.

Media Angles

PMQ Pizza Magazine-Industry news section

News-Domino’s conducting an survey to gets into customers mind

of what they do when waiting for pizza.

v  Stylist

Student365-entarteiment section

-after conducting the survey a piece will be

discussed here of what relevant and fun things students can do when

waiting for their pizza.

Metro-Life and Style section

Survey results-and ten most common things people do

when waiting for their pizza with the headline including the most unusual thing they

do.

The Drum in the PR section-

Announcing the results of the survey-

explaining why Domino’s has

conducted this survey.

Outcomes

Premier League fans can finally enjoy their pre match waiting time by posting photos on

Domino’s Digital Screen Gallery

Good Food comes with Good Experience- Best to describe Domino’s inauguration of the Premier League Digital Screen Gallery as part of the make the wait great campaign.

It is all about offering customers a valuable experience

says Domino’s Bosses

Students happy to share their pennies-

says Domino’s. see more

Gets your hand on Premier League Tickets

with Domino’s. Enter the competition on Domino’s Facebook page

Tom Daley loves reading magazines

when he waits for its pizza. Click to see

more

How you #make the wait great.

Premier League tickets.

The Budget

Creation of the website: £400 Digital Screen Gallery:£30,000 Facebook competition prizes: £600 Agency Fee:£5,000 Total: £36,000.

The Diary v  1st of April- The Website #make the wait great is launched.

v  1st of April until 1st of May competition on Facebook

v  5th of May Announcing the winner of the Facebook Competition

v  1st of April the mentioning of #make the wait great hashtag on Twitter.

v  1st of April- the start of CSR initiatives- ‘Pennies Box’

v  5th of April, 20th April and 03rd of May- Digital Screen Gallery Events.

v  30th of April –announcing the survey results.

v  First evaluation to be made on the 1st of July.

Evaluation The success will be measured in relation with:

v  The number of online and print coverage of the campaign

v  SMART objectives results (number of entries in the Facebook competition, number of uploads into the website, the number of texts and photos send at Chelsea’s Premier League matches).

v  Financial success by comparing the sales with previous year and see if the anticipated 20% increase in sales has been achieved.