BY: “OUT OF THE BOX”

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MEET THE TEAM

Steve Lau Smoked

Bacon

Nimeeta Sachdev Extra Cheese

James Del Gaudio Pineapples & Ham

Amber WaugamanPepperoni

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THE CHALLENGE

Increase Mobile App

Orders

Create integrated marketing campaign Focus on retail space Ensure national reach Use budget of $250,000 Assume $5K flat fee for creative agency

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THE TARGET

Busy Parentsages 25-49

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ABOUT THE TARGET: LIFESTYLE

Work full-time jobs Commute 2+ hours daily Believe cooking is a “chore” Have only 30 minutes to prep, cook, eat, clean Are hungry after work/school - want to eat asap Don’t know what’s for dinner even by 4pm

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ABOUT THE TARGET: MEDIA

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THE COMPETITION Digital ordering = 30% of deliveries & carry-out

traffic 50% of digital orders come from mobile devices New app launched Nov 1, 2013 has GPS-enabled

capabilities Ad campaign to increase mobile efforts “InnerCrust” rewards program Dine-in option

2012 mobile ad campaign within Pandora’s iPhone app

Rewards program Partnership with Viggle to encourage users to

check-in to favorite TV shows to win free pizzas

Email blast urges consumers to download the Viggle mobile app to check-in, play games

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SWOT ANALYSIS

Strengths• Largest worldwide pizza chain• Strong brand equity • Quick service • Large menu selection• Leader in online & mobile ads• Efficient supply chain • Increasing international sales

Weaknesses• Serves high calorie, high fat foods• Franchise management• High employee turnover; no

career path for employees• Decreasing domestic sales

Opportunities• Improve efficiency• Improve home delivery service• Gain stronger hold of online and

mobile orders• Introduce new toppings that are

region specific• Go after emerging markets

Threats• Changing trend towards healthier

lifestyles• High competition from other

chains as well as fragmented independent pizza shops

• Increase in labor and food prices

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MARKETING STRATEGY In order to focus exclusively on increasing

orders via mobile application, Domino’s should leverage the increasing benefits smartphones provide to parents for their household decisions: quick and seamless access to information and orders

With the Domino’s application, dinner doesn’t have to be stressful. Putting dinner on the table is now easy, simple, and entertaining

Parents can now order a meal for the family with just a few taps of their smartphone

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PREPARING DINNERHAS NEVER BEEN

SO EASY. OR SO ADDICTING.

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TACTICS RECOMMENDATION

Redesign

Mobile App

“Dough for Domino’s” Rewards Program Return of the

“Noid” Game

Online Video

Mobile Coupons

Mobile Paid Search

In-store Posters

Groupon Flyers

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MOBILE APP REDESIGN Allow customers to view

menu, prices, and offers before order method

Add ability to 1) view previous orders; 2) store, check, pay with gift cards; 3) inbox to communicate

Add “Dough for Domino’s” and “Noid”

Incorporate PayPal, Google Wallet, etc.

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“DOUGH FOR DOMINO’S” REWARDS

Free, no-hassle, no-obligation for all Members can check point balance, purchase history,

store and keep track of rewards Points:

5 points when signing up through app 1 point for every $5 spent via phone or web 1 point for every $1 spent via mobile app

Rewards: 50% off for first mobile app order Free large pizza for every 50 points Free gift card for birthdays Discount for members who own 100 points, 250 points,

and 500 points based on customer preferences & purchase history

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RETURN OF THE “NOID” – THIS TIME, ON APP

Award 10,080 coupon codes every minute for 7 days for high scores Redeemable for app orders Code will save within app

Share scores on Facebook &Twitter

Launch teasers about the “Return of the Noid” on Instagram and Facebook

Promote in online video

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ONLINE VIDEO Humorous pre-roll ad with clickthru to app

Existing app users will be linked to “Noid” game to win a coupon

New app users will be prompted to download app

Showcase busy parents looking for a dinner solution. They quickly and easily order through mobile app and try to win coupon through “Noid”

Target adults 25+ Jan-Feb and Oct-Nov on CBS.com, Hulu.com,

YouTube.com

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MOBILE COUPONS

Rewards members & Noid winners receive coupon via app and email

User sends SMS to XXXX to redeem mobile coupon Foursquare users check-in for coupon Groupon mobile coupon ($10 for $20 pizza) Mobile paid search offers coupon promotions

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RETAIL PROMOTIONS

Strategically place poster on doors and next to takeout windows

4x6 flyer distributed by Domino’s cashier or deliveryman

Both will provide incentive for next purchase through Domino’s mobile app Redeemers will be asked to

enroll in rewards program

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METRICSTACTIC METRICS

Mobile App • # of downloads; # of uses, repeat uses, & duration of use• Activity: Rewards program, Order, Check status, Play NOID

Rewards Program

• Registrations/registration (by location and overall)• Spending habits: amount spent, items ordered, order method• Email open rate and CTR• Percentage of rewards opened, clicked, downloaded, /redeemed

NOID • App downloads during promotional week vs. previous• Marginal increase is 1 metric for new app users• # of games played• # of coupons redeemed

Online Video • Video views, completion• % of app downloads through ad; % of games played through ad

Mobile Coupon • # of users who SMS for code; # of opt-outs; # of redemptions• Amount spent

Mobile SEM • # of impressions and clicks• # of app downloads through ad; # of coupon redemptions through ad

Groupon • # of redemptions

Retail • # of impressions • # of orders using code; # of redemptions

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BUDGET ALLOCATIONTACTIC MEDIA COST

Marketing

Mobile Application Redesign $0

“Dough for Domino’s” Rewards Program $10,000

Noid Game $15,000

Online Promotions

Online Video $85,000

Mobile Coupons $50,000

Mobile Paid Search $35,000

Groupon $40,000

Retail

Poster $5,000

Flyer $5,000

Creative Fee $5,000

TOTAL MEDIA SPEND $250,000

MEDIA PLAN: FOCUS ON “FAMILY” MONTHS

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Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

Redesigned Mobile App“Dough for Domino’s” Rewards Program

NOID Pizza Shootout GameRetail Poster and Flyer

Online Video Online Video

Mobile Coupon

Mobile Coupon

Mobile Search

Mobile Search

Groupon Groupon

Family time: Holidays & Football season

THANK YOU!