Domino’s Pizza Integrated Marketing Campaign

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Integrated marketing campaign:

«Hot Season» promoting campaign will run in Toronto GTA (within the radius of Domino’s Pizza delivery) for the cold weather period from December to March. Winter is best time to take a vocation somewhere in the Caribbeans, somewhere hot, away from the Canadian winter. Take vocation with Domino’s – your personal gateway with freshly backed, made from scratch pizza. TV commercial features people eating pizza at home and suddenly they appear on the beach. Hot weather, hot people, hot pizza. Bonus – win a trip to St. Lucia – hottest deal of the season.

1. Corporate goals

  • Increase sales, customer satisfaction with the product and service (delivery);
  • Create brand awareness;
  • Increase use of innovative technologies by customers

2. Business objectives

  • Increase the number of orders through the Domino’s mobile application by 15% by the end of March 2016;

  • Have 3000 unique mobile application downloads within the period of the campaign;

  • Increase market share to 7% by March 2016;

3.Direct and interactive channels

  • Direct mail – coupon $1 off any size of Domino’s pizza (only at participating stores);
  • E-mail – «Hot Season» win a trip to St. Lucia by entering the number from the order receipt (redirects to the website);
  •  E-mail – order via mobile app and get free refreshment;
  • TV commercial – features people eating pizza at home and suddenly they appear on the beach. Hot weather, hot people, hot pizza. Bonus – win a trip to St. Lucia – hottest deal of the season;
  •  Collect 3 receipts with total order of 40$ and get a free baseball hat / or beach bag (Get ready for vocation!);
  • Facebook, Instagram, Twitter – posts about what is hot this season, engage people to hashtag #hotdominos;
  •  Website – promo image of «Hot Season» campaign;
  •  YouTube feature campaign commercials

4.Targets and measures of success, KPI’s:

domin0s_pizza_kpi_vividpixel500.png5.Targeted audience

  • Men / Women 25-35 years old, in relationship/single, Income $25000 – $45000;
  • Full-time job, part-time;
  • No children;
  • On the go;
  • Social;
  • No health issues and concerns;
  • Go out to sport bards;
  • Like to watch sports, but not play;
  • Social media, new technologies friendly;
  • Rent, live without parents.

6.Value proposition
«Hot Season» complex value proposition – for campaign described earlier participating stores have free give aways (baseball hat / bag) and $1 off coupon. Bonus – “Win a trip to St. Lucia – hottest deal of the season!”

 

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