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New Media Driver's License Wendy's Digital Marketing Campaign
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Wendy’s Digital
Marketing Campaign
A Healthy Alternative to Lunch
By Matthew Rodriguez
Target Audience
• Busy Middle Class Families
• Blue-collar workforce
• Healthy Lifestyle Individuals
Campaign
• “EAT LUNCH WITH WENDY CAMPAIGN”
• TWITTER AND FACEBOOK ADVERTISING FOR HEALTHY LUNCHES
• SEARCH ENGINE OPTIMIZATION GOALS
BIG IDEAThe BIG idea is to start a digital campaign about having lunch with actress who plays “Wendy” in the commercials.
-Wendy decides to eat healthy and you should too
-There is already a popular following for Morgan Smith Goodwin (the Wendy’s girl)
-The advertisement will be centered around the idea that eating lunch with Wendy is not only healthy, but it’s fun too
Digital Marketing and Advertising
Twitter And Facebook
Advertising about the “Eat lunch with Wendy” campaign
Every-day posts/tweets about healthy lunches at Wendy’s
Inbound Marketing
Blog
Promote on healthy eating blogs
Have consumer lead discussions on personal blog
Consistently provide good content
SEO and Advertising BudgetGOOGLE ADWORDS
• Keywords• “Healthy lunch”• “Lunch”• “Fast Food”• “Healthy Fast Food”• “Low-Calorie Lunch”
ADVERTISING BUDGET
• Pay-Per-Click• $75,000/month• $2.00 per click
• Advertising on blogs• $25,000/month
Key Performance Indicators
• Social Media Penetration• Number of “shares”• Increase in traffic to
Wendy’s.com
#1
#2• Digital awareness
and market share increase during lunch hours
An App that keeps track of your intake of fast food and how Wendy’s by comparison is healthier.
MOBILE STRATEGY
SPOKESPEOPLE
Wendy Liebman
Wendy Williams
Morgan Smith Goodwin
SUMMARYEating with Wendy CampaignDigital Marketing on social media sites such as Facebook/Twitter Integrated SEO and Mobile Advertising into campaignSpokespeople