This Direct/Interactive Marketing Proposal was developed for IMC 616 - Direct Marketing at West Virginia University. This proposal was designed with the objectives to increase carryout business without decreasing delivery business, and to increase the amount of orders being placed through the Domino's mobile app. The proposal focuses on the following target audiences: (1) 18-24 population (2) Households with children (3) Young Professionals and (4) Groupon members.

1. DOMINO’S PIZZA
A Direct/Interactive Marketing Proposal
Presented By:
Ashley Peterson
Account Director, One-Stop IMC

2. Content
Background
Domino’s Marketing Today
Proposal Overview
Test Campaign Proposals & Budget Allocation
• Increasing Carryout Among 18-24 Population
• Increasing Sales in Households With Children
• Increasing Mobile App Sales Among Young Professionals
• Revisiting Groupon
Data Collection Recommendations
Proposal Takeaways

3. Domino’s Pizza: A Background
• Founded in 1960
• Headquartered in Ann Arbor, MI
• 9,000+ corporate-owned & franchise
locations across all 50 states and
62 international markets
• Key Strengths: Strong brand identity, Convenient locations,
Affordable menu options, Successful new recipe
• Competitors: Pizza Hut, Papa John’s, Regional & Local
Pizzerias

4. Domino’s Marketing Today
Two Main Growth Drivers: Menu & Technology
• Leveraged customer feedback to launch and
solidify success of new pizza recipe in 2010
• Reputation as early adopter of new technology
such as the Domino’s Tracker
Robust Menu Offerings for Customers
• Includes pizza (regular and specialty), sandwiches, pastas, sides, &
desserts
Digital Presence (~50% of total sales)
• Website
• Mobile Application
• Social Media: Facebook, Google +, YouTube

5. Proposal Overview
Objectives:
1. Increase carryout business without decreasing delivery business
2. Increase the amount of orders placed through the mobile app
Target Audiences:
• Population between the ages of 18 and 24
• Households with children
• Young Professionals
• Groupon Members
Budget: $300,000
Timing of Tests: 3 months, Results in 4th month

6. Increasing Carryout Among 18-24 Population
Selected Test Markets: College Towns
• Ithaca, NY
• Ames, IA
• Corvallis, OR
• Charlottesville, VA
• College Station, TX
Test Campaigns for Execution:
• Weekend Carryout Coupons via Text
• Weekend Carryout Coupons via Email
• Campus Newspaper Inserts

7. Increasing Carryout Among 18-24 Population
Weekend Carryout
Coupons via Text
• Timing:
September –
November
• Offer Redemption:
Link in text to game-
like landing page for
“pizza + another
menu item” coupon
• Tracking Metrics:
Coupon Redemption,
Open, Click-Through,
Opt-Out Rates
Weekend Carryout
Coupons via Email
• Timing:
September –
November
• Offer Redemption:
Link in email to game-
like landing page for
“pizza + another
menu item” coupon
• Tracking Metrics:
Coupon Redemption,
Open, Click-Through,
Opt-Out Rates
Campus Newspaper
Inserts
• Timing:
February - April
• Offer Redemption:
Bring print coupon
into store upon pickup
• Tracking Metrics:
Coupon Redemption

8. Increasing Sales in Households With Children
Selected Test Market:
Boston, MA
Test Campaigns for Execution:
• Direct Mail: Postcard
• #MyDominosFamily Campaign
• 30-second Direct Response TV Ad

9. Increasing Sales in Households With Children
Direct Mail: Postcard
• Timing:
June-August; 1/month
• Offer Redemption:
Coupon Code/Carry-In
• Tracking Metrics:
Coupon Redemption
#MyDominosFamily
• Timing:
October - December; 1
prize/mo. & Grand Prize
• Message Delivery:
• National - Social Media
& TV
• Test Markets - Email/
Direct Mail
• Offer Redemption:
Photo submission
activates coupon code for
test market
• Tracking Metrics:
Coupon Redemption,
Submission count
DRTV 30s Ad
• Timing: Sept – Nov
• Offer Redemption: Call
1-800 Number from ad
• Tracking Metrics: Orders
placed via 1-800 number
• Premise: Promoting
Future Orders

10. Increasing Mobile App Sales Among Young
Professionals
Selected Test Markets:
• Des Moines, IA
• Raleigh, NC
• Madison, WI
• Salt Lake, City, UT
Test Campaigns for Execution:
• Email with Mobile Application Link
• Self-Mailer with QR Code
• Location-Based Mobile Site Pop-Up

11. Increasing Mobile App Sales Among Young
Professionals
Email With Mobile
App Link*
• Timing:
August - October
• Offer
Redemption:
Use code provided
in email in mobile
app order
• Tracking Metrics:
Coupon
Redemption, Bitly
metrics
Self-Mailer with
QR Code*
• Timing:
December -
February
• Offer
Redemption:
Use code provided
on self-mailer in
mobile app order
• Tracking Metrics:
Coupon
Redemption, Bitly
metrics
Location-Based
Mobile Site Pop-Up*
• Timing:
May - June
• Offer
Redemption:
Use code provided
in pop-up in mobile
app order
• Tracking Metrics:
Coupon
Redemption, Bitly
metrics
*3 Unique Bit.ly Deep Links will drive consumers to mobile app or mobile website
based on app availability and device capability

12. Revisiting Groupon
• Marketing on Groupon: No upfront fees, No effect on
marketing budget
• New Test Premise: Multi-Coupon Deals
• Customers can buy a “pack” of coupons at a discount
• Coupons must be used during different visits
• Benefit of Multi-Coupon Deals:
• For the customer: Prepaid orders with a discount
• For Domino’s: Repeat visits

13. Budget Allocation
Test Campaign Category Cost
18-24 Carryout Penetration $100,134.83
Households with Children Penetration $103,845.00
Mobile Penetration among Young
Professionals
$91,501.25
Groupon $0.00
TOTAL $295,481.08
Full budget breakdown included in Appendix A of written proposal

14. Data Collection Recommendations
• Walk-In & Carryout Orders: Add email opt-in
• Increase potential to interact beyond the order
• Continue relationship with “non-digital” customers
• Opted-In Customers with Pizza Profiles: Add Birthday
• Highly personal touch
• Additional opportunity to contact loyal customers
• Added offer opportunity to drive revenue
• Uses of Data:
• Top Customer Identification
• Cross-selling
• Optimal offer & message identification
• Customer feedback outlet

15. Proposal Takeaways
• Focus on key, growing customer groups with tactics highly
relevant to their behaviors and interests
• College Students: Reach via mobile platforms and relevant print
• Young Families: Promote convenience and family time
• Young Professionals: Drive mobile usage to match an on-the-go
lifestyle
• Revisit Groupon with multi-coupon deals to drive repeat
visits
• Enhance data collection to increase opportunities for
customer interaction and engagement