I’m Thinkin’

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Liana ButkunasA40609384

Final Presentation

Current Marketing Plan

• Creative advertisements that focus on low price and value menu and signature sandwhiches– TV Commercials– Billboards

• Rebates and offers to loyal customers– Coupons– Text message discounts

Current Strategy’s Pitfalls

• Arby’s has started electronic campaign with text messages, but have not utilized the Internet– Facebook, Twitter, Blog, etc.

• Social media will enhance customer loyalty and better target the market segment

Add to Current Campaign

• Focus will still be value menu, signature sandwiches and importance of the customer

• Comedic feel will be maintained, coinciding with billboards and commercials

So What’s New?

• Social Media– Facebook and Twitter accounts

• The accounts could be written by an actual “Arby’s signature worker” with added humor, or the Arby’s oven mitt– It will give more brand personality and

motivate customers to become “friends” and “followers”

– Tweets and statuses could also incorporate special offers and discounts

– Discounts offered to various “check-in’s” using FourSquare

…What Else is New?

• PR– The company will now

have a blog updating customers about important news/progress• Opens opportunities for

publicizing sponsorships and promotions

• Will make the company more personable

Bringing It All Together• The overall Internet campaign

will coincide– There will be links to each on the

Arby’s website– Will all stylistically look the same

• Arby’s is already an recognizable brand, but with this strategy it will become even more familiar – Through social media it can be in

the minds of consumers more often

Measuring Campaign Success

• Arby’s can monitor followers on Twitter, friends on Facebook, and amount of check in’s for each region– Survey’s asking consumer opinion

of new strategy– Feedback from social media sites

• Monitor traffic to company website– Compare to traffic before/after the

new media strategy

Budget Suggestions

• Hire additional staff to manage social media campaign– Writers for blog, copywriters

for social media accounts, organizational staff for media traffic etc.

• Also hire web designers to make blog and accounts so that they can be visually appealing and professional looking

Budget Allocation

• Push coupons and promotions during high times– Budget for promotionsand new staff

*Expenses will be relatively low