Description
it includes tactics to improve sales
DOMINO’S DIGITAL MARKETING STRATEGY
By Prajakta Mehendale
TARGET AUDIENCE
Generation Y (mostly 15-30 year-olds) ? 50% males and 50% females ? Middle-class ? People within the sixty countries that Domino’s operates in ? Focus on building brand loyalty with existing customers
?
DOMINOS’ CURRENT GOALS
Making their name more famous ? Building stronger brand loyalty ? Keeping up with technology
?
BIG IDEA
?
Brand Domino’s as a fun, innovative brand Increase mobile ordering iPhone app and the Android app
?
?
CAMPAIGN GOALS
Primary goal ? Raise awareness of the mobile ordering app Secondary goal ? Generate brand loyalty with Generation Y by branding Dominos as a fun, innovative brand
TOOLS AND TACTICS
Tools ? Mobile ordering app ? Social media accounts Tactics ? Advertise a special promotion for customers who order from the mobile ordering app ? Advertise with Facebook, Twitter, and Instagram
SOCIAL MEDIA ACCOUNTS
Utilize Facebook and Twitter ? Create an Instagram account ? Upload screenshots of the mobile ordering app
?
KEY PERFORMANCE INDICATOR
?
Number of sales from the mobile ordering app
BUDGET
Facebook monthly content management and curation: $500-3,000 (est. $1,750) Monthly cost for Twitter account management (est. $1,750) Multiply the total by 5 months Add: Calculated cost for Facebook promotion creation: $50,000 Calculated cost for social media strategy: $23,000 (includes setup, ongoing reports and advisement, social media strategy audit, and social media strategy creation).
The total for the budget is $90,500.
?
Reference: “How Much Does Social Media Cost Companies in 2012” by Mack Collier
SUMMARY
Five-month digital campaign to increase mobile ordering ? Campaign: “When you’re on the go, order conveniently!” ? Use social media and focus on Generation Y ? Budget $90,500
?
doc_153368800.pptx
it includes tactics to improve sales
DOMINO’S DIGITAL MARKETING STRATEGY
By Prajakta Mehendale
TARGET AUDIENCE
Generation Y (mostly 15-30 year-olds) ? 50% males and 50% females ? Middle-class ? People within the sixty countries that Domino’s operates in ? Focus on building brand loyalty with existing customers
?
DOMINOS’ CURRENT GOALS
Making their name more famous ? Building stronger brand loyalty ? Keeping up with technology
?
BIG IDEA
?
Brand Domino’s as a fun, innovative brand Increase mobile ordering iPhone app and the Android app
?
?
CAMPAIGN GOALS
Primary goal ? Raise awareness of the mobile ordering app Secondary goal ? Generate brand loyalty with Generation Y by branding Dominos as a fun, innovative brand
TOOLS AND TACTICS
Tools ? Mobile ordering app ? Social media accounts Tactics ? Advertise a special promotion for customers who order from the mobile ordering app ? Advertise with Facebook, Twitter, and Instagram
SOCIAL MEDIA ACCOUNTS
Utilize Facebook and Twitter ? Create an Instagram account ? Upload screenshots of the mobile ordering app
?
KEY PERFORMANCE INDICATOR
?
Number of sales from the mobile ordering app
BUDGET
Facebook monthly content management and curation: $500-3,000 (est. $1,750) Monthly cost for Twitter account management (est. $1,750) Multiply the total by 5 months Add: Calculated cost for Facebook promotion creation: $50,000 Calculated cost for social media strategy: $23,000 (includes setup, ongoing reports and advisement, social media strategy audit, and social media strategy creation).
The total for the budget is $90,500.
?
Reference: “How Much Does Social Media Cost Companies in 2012” by Mack Collier
SUMMARY
Five-month digital campaign to increase mobile ordering ? Campaign: “When you’re on the go, order conveniently!” ? Use social media and focus on Generation Y ? Budget $90,500
?
doc_153368800.pptx