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FULL
DIGITAL S
TRATEGY
B Y : MO R G A N W
H I TN E Y
CURRENT SITUATION
Geographic Reach• 23,336 U.S.
Locations• Almost double
locations as McDonald’s
Growth Opportunity• "98.3 percent of the
population is not going to Subway. There are a lot more customers to capture.” – Don Fertman, Subway Chief Development Officer
TARGET AUDIENCE SHIFT
M I L L E N I A L S W O R K I N G C L A S S
52% of Sandwhich and Sub Store Franchise Industry Consumers earn <$50,000
Source: IBISWorld.com
Why were Millenials the only ones that could #savelunchbreak?
THE BIG IDEA Op
portu
nity
for
Cam
paig
nGeographic ReachConsumers are more connected than ever
Focu
sed
Cont
entUse
#savelunchbreak Create content to reach working classUse acceptable mediums for target market
Goal
sUse #savelunchbreak to drive sales through online ordering system
TACTICS- SEOGoal of SEO:
Utilize Google Adwords to monitor and drive sales for online ordering system.
Keywords:Online order, order food online, order subs, order lunch online, call ahead ordering, sub shops near me.
Online ordering site as landing page
TACTICS- INBOUND MARKETING
A Youtube Web Series- #SaveLunchBreak, Save
Your Life
Partnership with American Heart Association
TACTICS- MOBILE
Improvements:- Save past orders and locations on app
Utilize Apple’s Passbook for Offers- #savelunchbreak exclusive offers
Software Development Costs
TACTICS- SOCIAL MEDIA
• LinkedIn• Integrates brand with consumer groups
• Facebook• Builds brand loyalty and reputation
• Twitter• Best platform for PR, dialogue creation and customer conversation
• Pinterest• Product showcase and brand identity through inspiration boards. • Drives traffic to online ordering site
Path to PurchaseSocial Media Online Ordering Sales
METRICS AND BUDGET
M E T R I C SKPI’s:- Online ordering site- Promotional links- Nutritional
information linksMeasurement:- Google Analytics- Google Adwords
B U D G E T
THANK YOU!