1. “No” has never tested so
Good
The Digital Media Strategy for Domino’s Pizza
Yuxi Shi
NMDL

2. Industry overview
• Pizza arrived in the U.S. at early 1900s
• full service (have both dine-in and take-out services)
• limited service (no table service, fast food style)
• non-traditional locations (convenient locations such
as shopping malls, office buildings, airports).

3. Industry overview

4. S-T-P Analysis
• Take a narrower Geo-targeting
Segmentation
• Demo: College Students
• College students
Target
• A Community style
• Concentrates on fast delivery
Position of Pizza

5. Media plans—
Google Adwords
Key Words:
• Fast Pizza delivery
• MSU Pizza delivery
• Spartan Pizza
• LCC Pizza delivery
• Online order
• Late night Pizza
• Pizza delivery in Lansing/East
Lansing
• Coupon

6. Media plans—
Facebook &
twitter
• Build fan page that specifically
target to college students
• Offer exclusive Facebook coupon
occasionally
• No direct sales
• Be personalized on Facebook
• Create hash-tags on Twitter

7. Media plans—
PInterest
Domino’s can use it by uploading
appetizing pictures and photos of
food, especially pizzas.

8. Media plans—
Mobile marketing
• LBS: show the nearest Domino’s
Pizza when students share their
location
• Apps: allow customers build their
own Pizza via cell phone and can
send the one to their Domino’s
account for ordering.

9. Budget
• 2011 was 11,555k
• The rise of Papa John’s Pizza requests a defense
strategy this year
• Around 12,000k this year, including all marketing
expense—traditional media and new media.

10. Measurement of success
• Numbers of Facebook Fans and Twitter followers
• The CTR of Google AdWords
• Subscribers of Pinterest
• Times of downloading the app
• Quarter revenue