dominos direct-indirect marketing proposal

Direct/Interactive Marketing Proposal

Tashia Lynn Bramhan

WHO ARE WE?• TLB’s IMC Agency – Currently located – Fort Mill, SC• Established May 1971 in Rochester, NY• Noted for creativity, innovativeness, and full client

satisfaction• Past clients include: The Home Depot, Samsung Electronics,

LG Electronics Corporation• Global Exposures Are Our Specialty

WHAT ARE WE DOING?

• Tasked with $300,000 overall budget we are…..• Taking Domino’s Pizza to #1 pizza chain in the world•Creating direct/interactive marketing that places

higher emphasis on personal pick up of orders and increase in mobile application use•Creating repeat customers through Groupon

platform with creative marketing tactics

TARGET MARKET

•Millennials ages 18-24, College Students Living in Dorms or Off-campus housing• Families with small children, Income over

$25K, City population of at least ½ million residents

INCREASING CARRYOUT ORDERS• $75,000 Budget• Targeted towards college students 18-24 years of

age• Multivariate testing of direct mailings of glossy vs.

paper postcards (students randomly selected)• Testing Twitter posts in 4-hour window of time (Will

orders increase during this time?)

INCREASING CARRYOUT ORDERS cont…

•A/B Testing of Email Communications through attention grabbing subject lines

CATERING TO BUSY FAMILIES

• Seattle, WA & Charlotte, NC chosen markets•Minimum income $30,000 and minimum

family size 2•Direct mail – A/B testing of glossy vs paper

postcards•Radio Advertisements – Focus groups• FSI (Free Standing Insert) – Descriptive

research

HYPOTHESIS FOR RESULTS…..

•Glossy postcards are retained longer than paper and garners more customers to make multiple orders• Listening to a local radio advertisement reminds

busy families to pick up dinner on the way home• It easier to plan for weekly dinners with coupons

from the paper

MOBILES SALES

Targeting Milliennials, sampling size 10,000 internationallyBudget of $25,000A/B Testing of Randomized Text MessagesA/B Testing Random Postcards SentMonitoring of # of retweets following tweet deal made

INCREASING SALES THOUGH GROUPON

Customer retention created via membership/loyalty rewards programs offered

Monthly double use couponsBuy 4 get 1 free lunch deals

CUSTOMER DATA COLLECTION

Online (traditional PC/MAC

Walk-in/Carryout

MobilePhone

CUSTOMER DATA COLLECTIONNameAddressPhone number (with permission to receive texting)Email AddressPurchasing HistoryFamily Size

BUDGET: $300,000

ITEM TOTAL COST

TLB’S Agency – administrative & fees $25,000

SAS Visual Analytics software $45,000

Postal Rental Lists $4,455

Email Rental Lists $1,350

Focus Group Facilities - estimated $29,090

Glossy 3.5 x 5.5 Postcards - estimated $4,554.69

Recycled Paper 3.5 x 5.5 Postcards - estimated $4,247.54

BUDGET: $300,000 continued…

ITEM TOTAL COST

Newspaper inserts - estimated $7,959.66Radio Advertisements - estimated $6,340Bulk Mail Rate via USPS estimation $3,280Estimation of 10% fee for generated Revenue-Groupon

TBD

Initial Budget Gross Total $131,276.89

Remaining balance for final implementation & Groupon fee

$168,723.11

GET THE DOOR! IT’S DOMINOS!