The document outlines a proposed digital media campaign for Subway to promote their $5 Footlong and Fresh Fit options. The campaign, called "Five-Dollar Fit-Meal", would use social media tactics like fitness videos, testimonials, and health-focused polls and contests on platforms like Facebook, Twitter, YouTube, and blog. The target audience and key performance indicators like engagement, reactions, and participation are discussed. The budget for marketing across media like print, endorsements, Google Adwords and digital is between 1-3 million dollars.

1. B Y :
E R I C A
Z A Z O
N E W
M E D I A
D R I V E R S
L I C E N S E
F A L L
2 0 1 2

2. DIGITAL
MEDIA
PLAN
OVERVIEW
The
Big
Target
Tools
&
Campaign
KPI
Tac7cs
Idea
Audience
Begins

3. CURRENT
CAMPAIGNS
$5
FOOTLONG
Campaign
• Monthly
featured
footlong
subs
for
the
special
price
of
$5
• Also
offered
as
a
$5
meal
as
a
6-­‐in
sub
• SUBWAY’s
most
powerful
and
impacPul
campaign
Fresh
Fit
Campaign
• SUBWAY’s
healthiest
op7ons
–
under
500
calories
• Fresh
Fit
Meals
for
Kids
available
• Features
an
array
of
healthy
side
op7ons,
subs
and
drinks

4. THE
BIG
IDEA
$5
Fresh
Fit
FOOTLONG
Choices
‘Five-­‐Dollar
Fit-­‐Meal’
Campaign

5. TARGET
AUDIENCE

6. KEY
PERFORMANCE
INDICATORS
(KPI)
Engagement
#
of
Followers,
#
of
Likes,
Comments/Messages
ReacNon
Nega7ve
or
Posi7ve
Feedback,
Ques7ons/Concerns
ParNcipaNon
Polls,
Contests,
Ques7ons,
etc.

7. TOOLS
&
TACTICS
Facebook
TwiTer
YouTube
Blog

8. SOCIAL
MEDIA
TACTICS
-­‐
Fitness
Videos
-­‐
New
Hashtags
-­‐
Focus
on
Fitness
-­‐
TesNmonials
-­‐
Contests
and
Health
related
-­‐
Health
Topics
-­‐
Polls
to
Vote
topics

9. BUDGET
Media
Planning
Print
Endorsers
1
–
3+
MarkeNng
Million
Dollars
Google
Digital
Adwords
MarkeNng

10. CAMPAIGN
SUMMARY
The
Big
Target
KPI
Idea
Audience
Tools
&
TacNcs
Budget