Little Caesars wants to expand its digital marketing to complement its quirky TV ads. The $12 million, one-year strategy targets students, young adults and families across 35 cities. It emphasizes convenience and $5 pizza, with ads on Facebook, Google and Foursquare promoting mobile ordering. Success will be measured by engagement and store visits to determine if the strategy should be expanded nationwide.

1. READY WHEN YOU
ARE
LITTLE CAESARS
DIGITAL MARKETING
STRATEGY
Presented by Kelli Ford
NMDL Spring 2012

2. BEHIND THE BUSINESS: LITTLE
CAESARS
Background: Challenges:
 Started in Warren,  Known for quirky TV
Mich. in 1959 by Ilitchs and radio ads
 Grown into a $2 billion  How will this translate
pizza chain, found in all to internet, mobile?
50 states and 4  Want to focus on
continents worldwide making mealtime
 3rd largest pizza chain easy for busy people
in the U.S.  Quality, affordable
 $5 Hot-N-Ready Pizza, pizza – not just fast
Crazy Bread  Tech-advanced society

3. PREPARING A DIGITAL MARKETING
STRATEGY
Target markets: Over-arching themes:
 Students (high school  Mealtime made easy
through college);  Quick, fast, affordable
 Young adults (done with restaurant experience
school, entry level job,  Convenient, nearby
still single);  Hot-N-Ready when you
 Young families (newly
are!
weds, or new parents);  Messages are similar to
 Working families (with TV and radio commercials
children and one or more  With this client, it is
full-time employed important to stay
adults); consistent
 Empty nesters (children  All these messages can
work for internet, mobile
are grown up); and approach
 Retired adults

4. LITTLE CAESARS SOCIAL MEDIA
 Little Caesars is already in  Offer social media-
the process of developing exclusive discounts
its national social media
presence...  Codes redeemable in
 Facebook has 783,000+ certain DMAs for
fans,Twitter has more than certain months
4,000 followers  Interactive posts
 Local chains have followers
in the hundreds to
 Ask what customers
thousands! want more of
 Respond to customer
 People find the brand
relevant to their lives questions, comments
 Integrate Foursquare
with local chains
 Train managers on how
the site works

5. LITTLE CAESARS INTERNET
MARKETING
 Ads on Facebook
 Make them DMA/store-
specific
 Ads on local Patch
news sites
 Make them emphasize
convenience, “ready
when you are”
 Ads on Yahoo, AOL,
common email sites

6. LITTLE CAESARS INTERNET
MARKETING
Google Adwords:
 Hot and ready pizza, $5 pizza,
Little Caesars, Little Ceasars,
Little Cesars, Little Cezars
 Helps people find Little
Caesars pizza directly
 Copy: “Little Caesars Pizza.
Delicious $5 Hot-N-Ready
Pizza – ready when you are!”
 Good pizza, cheap pizza,
nearby pizza
 Helps people find the right
pizza place near them
 Copy: “Little Caesar’s Pizza.
$5 Hot-N-Ready when you
are!”

7. LITTLE CAESARS MOBILE
MARKETING
 Foursquare check-ins at
all local stores
 Can add up for discounts
 Emphasis on Google
Click to Call mobile ads
 Find phone number and
addresses to all the
nearest stores, gets them
directly connected
 Shown to improve click
through rates by 5-30%
 ALL ABOUT GETTING
TO THE FAMILY DINNER
TABLE FASTER!
 Already have a smart
phone app

8. MEASURING DIGITAL SUCCESS
 Google Adwords automatically has pages within
accounts that track impressions, click-through rates,
cost-per-click, cost per conversion (page views), etc.
 Google Analytics will also be used to track page visits,
how many people from certain areas visit local store
sites, what days are most popular, etc.
 This will help in determining days that other ad mediums will
be used since those are the days Little Caesars services are
in highest demand
 App usage measured by number of downloads
 Facebook, Patch, email site ads: click through rates
 Social media: discounts downloaded, interaction with
posts, Foursquare check ins

9. BUDGET FOR DIGITAL STRATEGY
 $12 million
 To cover 35 DMAs
(1,600 stores) in the
U.S.
 Good number to test the
strategy for one year,
determine if it’s effective
 Budget aided by
estimates by
Gray Cat Enterprises
and Little Caesars'
2009 entire advertising
budget.
 Was $35 million for all
advertising mediums, all
DMAs that year

10. THE BIG PICTURE
 The goal of Little Caesars’  Timeline
digital marketing  The campaign spread
campaign is to aid its across 35 DMAs will take
quirky TV and radio ads about one year and is not
by integrating the seasonal
company presence in  Pizza is eaten all year
round!
internet, social media and
mobile outlets.  Assessment will take
place after 1 year to
 It’s all about convenience analyze whether or not all
 By using the same fun DMAs will be targeted
messages in digital
marketing, Little Caesars
is sure to reinforce its
relevance in consumers
lives – in a newer, more
innovative way.
 In today’s age, it’s all
about how well you align
with consumers’ fast
paced lives