Fisher, Fisher & Lim

Executive Summary and National Proposal:

A Year-Long Campaign for Media Channel Integration to Drive Dominos
Pizza Mobile Ordering

November 2013

Prepared By:
Alex Fisher, Kevin Hsia, Monica Lim, Nicolas Tiparescu

Executive Summary

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1 EXECUTIVE SUMMARY
As the great adman Howard Gossage once said, People dont read advertising, they read
what interests them, and sometimes, its an ad. Fast forward to 2013 - The mobile device
has become a ubiquitous hub in which over 3 billion users in the connected world revolve
around daily. The boundaries between analog and digital user experiences are blurring.
New media and digital devices continually challenge the old guard of siloed media TV,
Radio, Online, and Print all have declined in consumption in the stead of mobile.
Commerce, social media, news, and traditional sites have found ways to become adaptive
as users rely more and more on mobile devices to gather, share, and create information.

The big question: How will people contend with Dominos Pizza in this arena of constant
change? With a greater amount of messages bombarding the world, how can consumers
successfully migrate to and use the Dominos app to order? What will ultimately motivate a
purchase from the app instead of phone or online?

In the first-quarter 2013 earnings call in April 2013, Dominos Pizza noted that during the
quarter, it witnessed a higher usage of the Internet and smartphone apps to order pizzas.
Digital orders account for 60% of the orders in the UK and 35% in the US. Overall, digital
orders contribute about one-third of the companys total orders.

We at Fisher, Fisher & Lim (FFL) understand that advertising natively on mobile devices
will prove challenging conversion rates are low as many users find advertising across
mobile devices to be a nuisance. Not only, Dominos current TV spots are already urging
consumers to drop the phone and go online to order. Conventional efforts following suit risk
being dwarfed by the existing campaign. We invite you to look outside of the (pizza) box.
1.1 RESEARCH
The Dominos Pizza Challenge brief summarizes your companys openness to new
communication ideas. You understand your target, but we believe that there is a more
focused, segmented audience. After our research, we were able to determine that a new
target market existed one that would yield a greater response to a marketed app.

Our primary research into the app demanded we use the app ourselves first. Our team
ordered several Dominos pizzas on multiple occasions. In an effort to vet its functionality,
our key observations were recorded:

The thoroughness of the app allows for flexible customization as well as wealth of
preset topping options.
Initial account setup can be a lengthy process. In order to establish a pizza profile,
the app asks for a lot of information: credit card number, email address, address
and phone number.
Once the account is created, the data is saved in the system and ordering
Dominos becomes quick and easy for subsequent orders.

After an initial account is created, users will find the Dominos app to be extremely practical
and efficient. With the creation of a pizza profile, the app saves users a lot of time and
helps to avoid the hassle of ordering pizza through a tethered line via phone or online. The
advantage of mobile predicates it as the next step to providing an integrated and digital
path-to-purchase. More importantly, it is the demographic behind mobile that is driving
the digital future of commerce.

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1.2 TARGET MARKET
We took into consideration the target market that was identified prior to our research. You
defined your target audience as people between the ages of 18-49, slightly skewed
towards female with a focus on moms and/or heads of houses. While utilizing sources in
our research such as marketresearch.com, MRI plus database and numerous interviews
with our Dominos-loving friends (See Appendix I for detailed sources), we began seeing
data that revealed a trend - High frequency Dominos users are concentrated in a particular
age group.

According to market research data on Fast Food & Drive-In Restaurants from the Spring of
2012, 11.6% of the American population ordered Dominos in the last 6 months. By defining
frequent consumers as ordering 6 or more times a month, we found that within the 18-24
age group, 22% bought Dominos in the last 6 months. In the group of 25-34 year olds,
23.6% purchased Dominos pizza in the last 6 months. Therefore, we believe the focus of
your marketing efforts to be towards frequent Dominos user people between the ages of
18-34. This range is commonly referred to as the mobile generation those savvy and
conversant with digital and mobile spaces. Smartphones are an essential part of their lives.
Fortunate for the Dominos app, those who are frequent Dominos consumers are more
than twice as likely to be part of the mobile generation. This provides an opportunity for you
to connect with this segment.

In support, 2012 data from Waterfall Mobile show that 25-34 year olds have the highest
penetration, followed by college age students that are 18-24 year old. This means that 18-
34 year olds are leading the other age groups in adopting smartphones to their lives.
eMarketers report on college students from 2012 projects that this age group, by the time
the class of 2016 graduates, close to 90% of college students in the US will own a
smartphone. Compared with 58.5% of the total US population, this age group dominates
smartphone usage. Lastly, looking at a 2013 infographic from Adweek, smartphone
ownership is predictably shown to increase across all age groups. Again, it is the younger
adults who are most likely to be adapters. Within the age groups of 18-24 and 25-34 year
olds, 79% and 81% own a smartphone, respectively. This is higher than all other age
groups. College students and young adults are incredibly connected, but with that
connectivity, fragmentation and consumption fatigue follow close behind.

As of now, the Dominos app has nearly 2 million downloads. Why not more? After taking
in consideration of the data we found in our research, we concluded that the only reason
that the frequent Dominos customer is not using the app is because they are not aware it
exists for them. They order online because they think thats the fastest and easiest way, or
some young adults are simply used to the traditional call-in method. What they dont know
is that the Dominos app stands to be an interactive tool that will get them to their favorite
pizza even faster. We need to find a way to close the app gap for 18-24 year olds. How
can it be done? By increasing awareness.

Through our strategy, conception, and creative execution, we believe that Dominos can
continue their leadership on the digital forefront through tactics that will successfully reach
a dedicated and digitally connected Dominos lover.


2 CREATIVE
According to Business Insider, Print, TV, and Radio take up the most ad expenses for
companies in 2013. For Print, time spent by consumers is on the decline. Mobile and Web
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show a great increase in time spent, with ad dollars trailing. For the digital frontier, the
industry is still trying to master the many communities, segments, and demographics that
now are loosely cobbled together to form an ever specific and fragmented network. The
mobile space shows the greatest in potential in advertising, but also the greatest risk.
Perhaps the answer isnt in traditional means of advertising or in the infancy of the mobile
stage. We hope to deliver an idea that packs a wallop. It is an idea that is in step with
guerrilla tactics, but one that is fun, relevant and challenges loyal Dominos pizza customers.

From our frequent orders of Dominos Pizza thats fueled our research and nights together at
FFL, we struggled to find the right bridge to the app gap. How will 18-34 year old loyal
customers, who happen to be mobile savvy, know to adopt the Dominos app? We looked to
the box.

Since Dominos strategic picked up the eight sided corrugated octabox structure in 1988,
the box design has become synonymous with the Dominos brand. We believe the box is the
perfect media form of communication for this campaign. Through the years, the Dominos
box has taken on great messages on it, always colored in red and blue. The designs of late
recall a more nostalgic and artisan mindset as detailed woodcut designs and eclectic
elements have proven to be successful for rebranding efforts.

The Dominos Pizza box is the one thing that the frequent Dominos users see the most. In
actually looking at the box, we found that there are an overwhelming amount of messages.
There is so much information, no one idea can be singled out at first glance. So, we propose
to introduce the Dominos blank box. For a couple of weeks, Dominos pizzas will be
delivered in completely blank boxes all across the U.S. There will be absolutely nothing
printed on them.

The purpose of this is to grab the attention of the Dominos customers and stoke curiosity
about what is happening. After the first two weeks, we will start introducing messages in the
boxes that will promote the Dominos app. The boxes will still be completely blank with the
exception of one line of copy and an image of the app icon.

The copy will be designed to highlight the benefits of ordering with the app. Accompanying
copy will seek to connect with customers by voicing the anxiety associated with ordering in
other methods aside from the app, taking time away from the social event or task hand.

Example copy:

Try explaining half no cheese but heavy sauce, light green peppers, extra
pepperoni, and the broken doorbell over the phone.

Every app order saves you 3.4 minutes. Over a year, thats 2 1/3 innings.

You couldve cleaned up your email inbox by now.

Every app order saves you 3.4 minutes. Your friends will like you 2.6 times more.

Section 2.2 (Exhibit A) below demonstrates a prototype of the design. Section 3 and on will
demonstrate the follow-through and strategy of implementing this campaign.






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2.1 Exhibit A


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3 CAMPAIGN INTEGRATION OVERVIEW
The standalone Dominos Blank Box is a powerful gateway in which consumers can see the
campaign and have a chance to interact with the app. The blank box strategy will have
positive effects other than simply making Dominos customers aware of the app. After rolling
out the campaign giving no public notice, national attention will create extremely valuable
earned media. It is almost a certainty that advertising trade publications will pick up the story
of the blank box. This simple idea of less is more is sure to generate attention in the industry.
Customers will be able to discuss through word of mouth and speculate as to what the
mysterious Dominos blank box means. The story will be covered by advertising trade
publications and will reach social and traditional media as well. Often, the media publishes
story on trends in advertising and unique campaigns. Any mention of this campaign by any
media source is free publicity for Dominos. Ample opportunities will shore up to manage the
pipeline of media and messages about the boxes via owned media channels as well.

4 OWNED CHANNEL ANALYSIS AND POSITIONING
This past February, Patrick Doyle, the chief executive officer of Dominos, delivered a key
message to the Washtenaw Economic Club: To us, social media drives everything.
Consumers own the brand, we dont own the brand.

Doyle understands that in order to competitively position Dominos as a friendly company,
the products and sales must support the channels communicating to customers. His
lessons gleaned from the six week customer feedback campaign revealed that honesty,
transparency, consistency and customer engagement are the keys to running a successful
company. In section 4.1 and 4.2, we have chosen the top two social media channels that
Dominos is most active on. Within each channel, specifically tailored content must further
drive the blank box campaign. The most important key tactic to keep in mind while
facilitating content during this period is to attach clickable links and any backlinks to the
Dominos app.
4.1 Channel Selection
Facebook 8,820,032 fans

Twitter 410,886 followers
4.2 Channel Functions
Facebook No reveal for the first two weeks about the blank box. Afterwards, begin
showing the presence of the blank box. Reiterate some choice copy lines shown on printed
boxes. Attach or reshare user submitted queries and pictures.

Twitter No reveal for the first two weeks about the blank box. Staying on message and
consistent about the blank box. After the two week period, begin sharing copy lines from
the box and retweeting or replying to any user generated content.

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5 TACTICAL PLAN
Social media provides an opportunity to integrate this campaign across owned media
channels. Facebook (8.8 million likes for Dominos) and Twitter (410,886 followers for
Dominos) will the choice channels to use because of the high number of individuals who are
exposed to Dominos social content. These messages of these pages will mirror that of the
boxes. When the blank boxes are debuted, social media will be used to add intrigue to the
mystery of the blank box. Potential tweets and Facebook statuses could be such messages
as:
Mystery box?

Just because the box is plain doesnt mean our pizza is.

Attach pictures tagged or submitted by users to further drive buzz about the blank
box.

Attach clickable links to each post to drive customers to download the app.
All tweets would end in the hashtag #blankbox. In this stage of the campaign it is
important to closely monitor social media accounts and interact with customers. The more
consistent and relevant the two way communication is between customers and Dominos,
the higher the placement and penetration of Dominos content in newsfeeds. Customers
will use their personal accounts to mention Dominos and/or use the blank box hashtag.
Once the blank boxes appear with the copy pertaining to the app, social media will change
to communicate the same message. The messages on the box describe benefits of using
the app. Social media can be used to describe benefits in a similar light as the box. With
each post or tweet, there is a valid and immediate opportunity to mention the app and
feature a link to where the app can be downloaded.

6 APPENDICES
6.1 Budget
Minimal expenditure. Cost of printing collateral with diminished expenses in ink usage.
during two week roll out.
6.2 Forecast Results of the Marketing Campaign
App downloads increase by 25%
Increased coverage by earned media
Increase by 15% on Facebook and Twitter followers

6.3 Citations
Alfs, Lizzy (2013, Feb 21) Patrick Doyle: How Domino's Pizza used social media to change
its reputation. The Ann Arbor News. Retrieved on Nov 3, 2013 from
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http://www.annarbor.com/business-review/patrick-doyle-how-dominos-pizza-used-social-
media-to-change-its-reputation/

Blodget, Henry & Danova, Tony (2013, Nov 12). The Future Of Digital: 2013. Business
Insider. Retrieved November 13, 2013 from http://www.businessinsider.com/the-future-of-
digital-2013-2013-11#

Correll Concepts (n.d.) Notice to Pizza Box Purchasers. Correll Concepts. Retrieved Nov.
6, 2013 from http://www.correllconcepts.com/Pizza_Packaging/history.htm
eMarketer (2013, Aug 28) College Students Adopt Mobile Across the Board. eMarketer.
Retrieved on Nov 5, 2013 from http://www.emarketer.com/Article/College-Students-Adopt-
Mobile-Across-Board/1009301

Kane (2012, Feb 21). Smartphone Penetration And Marketing Engagement Strategy Stats
Update. Waterfall Mobile. Retrieved November 5, 2013 from
http://waterfallmobile.com/blog/2012/02/21/smartphone-penetration-and-marketing-
engagement-strategy-stats-update/

MRI (2012, April) Fast Food & Drive in Restaurants. Market Research Insight.

Pew Research (2013) Pew Research Centers Internet & American Life Project,
Smartphone ownership. Adweek. Retrieved Nov 15, 2013 from
http://www.adweek.com/files/data-smartphones-02-2013.jpg

Miller, K. Richard. (2012) Takeout & Delivery. NPD Group.

Yin, C. Jim (2013, July) Industry Surveys. Standard and Poors.