1. Little Caesars
DIGITAL MARKETING STRATEGY
“PIZZA! PIZZA!”

2. Brief Overview
 Little Caesars is a pizza chain that franchises individual
restaurants to independent owners.
 Little Caesars is known for the trademark “Hot and
Ready”, pizza.
 The “Hot and Ready” is responsible for making Little
Caesars on of the largest pizza franchises in the United
States.
 Headquartered in the Fox Theatre in Detroit.
 Their catchphrase, “Pizza! Pizza!” was introduced in 1979.
Advertising that you can get double the pizza for the price
of one compared to other pizza parlors.

3. Advantages
 Convenient store locations
 Fast and hassle free service
 Cheap and affordable menu options
 “Hot and Ready” pizzas make it easy to be in and out
of the store in seconds.
 Disadvantage: people naturally assume cheap pricing
correlates with a low quality product

4. Goals
 Increase awareness of the Hot and Ready
 Reinforce existing perceptions that Little Caesars is
always quick and affordable
 Build goodwill and improve company image
 Improve the image of Little Caesars products
 Increase Sales
 Establish an online brand image
 Retain loyal customers
 Increase brand involvement

5. Objectives
 Establish a Google Adwords campaign.
 Market the “Hot and Ready” as not only Fast and
Affordable, but also made with Quality Ingredients.
 Maintain Facebook, Twitter, and company pages. Engage
audience thought social media and interact regularly with
followers.
 Create promotions through Foursquare and other location
based services.
 Create mobile ads through location based services, that
target consumers by location.
 Engage in philanthropic events and charity promotions.

6. Target Audience
 Individuals with purchasing power
 Special consideration should be given to those
younger audiences who influence the people with
purchase power.
 Affordable prices widen the target audience as it is
affordable for many demographics and age ranges.

7. Google Adwords
 Keywords would include Little Caesar’s
slogan, “Pizza! Pizza!”, as well as “Hot and Ready”.
Other keywords may be Cheap Pizza, Affordable
Pizza, and Quick Pizza.
 With adwords we can choose where our ad
appears, set our own budget and track the impact of
out ad campaign.

8. Facebook and Twitter
 Facebook and Twitter are essential to the campaign.
 To target more dedicated followers, we would use
facebook to give more in-depth information about
company activity, such as news
releases, philanthropic events and franchise
expansion.
 Twitter would be tailored to the casual follower.
Simpler updates should be posted here, usually
accompanied by a link for more information.
 Tweets should be posted daily, if not very
frequently, as facebook posts should be limited to
avoid losing subscribers by appearing on their feed
too often.

9. Location Based Services
 A foursquare app should be created. Promotions and
coupons could be available for people who check in
frequently or who check in at various locations.
 Rewards could be given to those who visit so many
locations within a certain range.
 Ads could also be created for various mobile apps
that display ads based on the location of the
user, Pandora’s mobile app does this effectively.

10. Philanthropy
 Little Caesars engages in various Philanthropic events,
such as relief aid, food donations, veteran programs, and
probably most well known its sports programs.
 Little Caesars does a lot to promote its brand and give
back to its hometown of Detroit through its hockey
programs. Little Caesars sponsors many amateur hockey
teams.
 Why stop at Hockey? Little Caesars could reach newer
demographics by sponsoring amateur baseball, getting
involved with the Tigers as well as the Red Wings.

11. Budget
 To keep these social media outlets up to date and
running we should prepare to spend anywhere from
10,000-20,000 dollars a month.
 For the adwords campaign we would allot a budget
of 50,000 dollars on a pay per click basis