Subway with Communication Plus

2. Our communication goal in 2009

3. A ttention I nterest D esire A ction After the last meeting, we understand subway concerned most on the brand awareness recently. So we bring you a proposal about word-of-mouth marketing here. Communication Goal

4. Key Consideration To Improve Brand Awareness So far, we’re still a fresh brand in mainland markets. Now we’re are focusing on the brand awareness.

5. Total Pageview Websit Visits Register Number Business Drived How to achieve Step by step, we drive people online to know, to understand subway brand and finally achieve the final object.

6. Why word-of-Mouth Marketing?

7. Why Word-of-Mouth Marketing? Features of Word-of-Mouth Marketing Quick Spreading Wide Covering Highly Trust Low Cost

8. Quick spreading With the development of the internet technology and mobile communication systems, information travels much quicker than before in a surprising speed. We observed that a hot news could spread among the whole China in several days with the help of internet. Now days, WOM depend on internet share the amazing evolution and enjoys the same speed same.

9. Seed 1 st Audience 2 nd Audience 3 rd Audience Whole Target Audience This is the power of WOM Just like the Snow slide Wide Covering Thanks to the high access of internet, information may cover huge amounts of audience in 21 century. So WOM on internet may influence further more targets than before. Due to our brand position, our targets rely more on internet than other people group. WOM on internet must be a nice choice for us.

10. Highly Trust Cause WOM is a marketing tools through friends to friends, colleagues to colleagues spreading, in mouth to mouth way, it keeps the higher reliability than other tools. OOH TVC Word of Mouth Advertorials Internet Print Radio Basic Trust Highly Trust

11. Low cost V oluntarily participate O nline broadcast Low Cost C P M High Low * Cost per million OOH TVC Word of Mouth Advertorials Internet Print Radio Cheap, one of the most important features of the internet brings the same advantage for WOM.

12. Communication Framework

13. Package of Marketing Solution Target Consumers Subway Brand Requirements of WOM Factors Involved

14. Target Consumers Description Internet plays a core role in our target consumers’ daily life, from work to casual. Entertainment Home/Online 21:00-24:00 Dinner/Shopping Mall 19:00-21:00 Bus/Metro/Car/Taxi 18:00-19:00 Shopping KTV Sports Dating Office/ Online 13:30-18:00 Lunch Lunch 12:00-13:30 Home Office/ Online 9:00-12:00 Bus/Metro/Car/Taxi 7:30-9:00 Weekend Weekday Time Classical White Collar Daily Schedule

15. Subway Brand Due to the different brand current situation, we need proper marketing methods. Low Awareness Expensive Cheap Health Enough Balanced nutrition Age 15-25 Plentiful vitality Age 12-18 No deep-fry Age 20-25 Eat fresh Age 20-35

16. Requirements of WOM Interesting Fun Easy Share A successful WOM campaign should fulfill these four requirements.

17. BBS Email Interest Forward Sales Website Interact SNS Communication Framework Communication Position Spreading Procedure Final Goal

18. Communication Appeal

19. Campaign Mini-site Brand Image Delivery Online Interactive Collect potential consumer information

20. Complicated Simple Highly infectious Lowly infectious Campaign Themes

21. Theme 1: Create your own sandwich Win free sandwich Get on the website, follow the illustration and create your own style sandwich online and name it. After that you may have the chance to win a free sandwich. Basic Participate Optional Interaction You may fight (PK) with others’ sandwich according to the nutrition & heat content which calculated by the material you used.

22. Win free sandwich BBS Email SNS 1.Awareness 2.Visit Website 3.Create sandwich 4.PK VS Lucky Draw Theme 1: Create your own sandwich

23. Theme 2: My Sandwich Shop Customize my own shop and products online. Invite my friends to join the game and buy my products, thus gain virtual currency. Create my shop & products Exchange Subway Products You may exchange free subway products online by your virtual currency gained in the game. Gain virtual currency online to exchange subway products

24. Gain virtual currency online to exchange subway products BBS Email SNS 1.Awareness 2.Visit Website 3.Interactive 4.Exchange Invite Friends Win sandwiches Theme 2: My Sandwich Shop

25. Theme 3: Plan Share! Register on the website and log in. Fulfill personal information. Email/ cell phone and so on. Join the club Invite Friends Invite friends to join the club through different means. Such as mail, sms, IM. Get the free sandwich when you accumulated more than 30 successful invitations. Invite friends, win free friendship combo

26. Invite friends, win free friendship combo BBS Email SNS 1.Awareness 2.Visit Website 3.Interactive 4.Invite Register Fulfill Personnel Info. Invite Friends Win sandwiches Theme 3: Plan Share!

27. How to make use of the mass information we got through out the campaign? Now the question comes We bring you the CRM initialize plan. Through the continued marketing activity we may take the return of investment to a new level.

28. Initialize CRM System Initialize Input Input Maintain Maintain Communication Communication Verify Results Return Email SMS Call Database Online Platform Online Register Store participate CRM Specialist Sales Points CRM Procedure We’ll help you launch the basic CRM operation standard.

29. Communication Tactics

30. Office Home Mass Audience White Collars SNS BBS Junk Mail 3 Tools we have

31. Junk Mail Through the basic office tools, notes and outlook, to deliver the marketing information. An interesting mail will be widely forwarded in several days. Eye-catching subjects + Interesting and simple contents That’s what we need!

32. Junk Mail 1000+ Seeders 1st Round Receiver 2nd Round Receiver Whole Receiver Forward Forward Forward Foundation We’ll make use of the huge amounts of registers of the tryren.com, one of our marketing partner to assemble 1,000 seeders. They will get free tryout if they forward the very mail to more than 10 of their friends or colleagues via mail.

33. Junk Mail 参加活动，赢赛百味免费赛百味三明治吃啦 ~ Hi all, Hungry now? Just log in the website to win the free sandwiches, more than 3,000 yummy sandwiches waiting for you! Yeah! Yummy Yummy~ The sandwich Guiness Record~ …………… Hi all, Hungry now? Just log in the website to win the free sandwiches, more than 3,000 yummy sandwiches waiting for you! Yeah! Yummy Yummy~ The sandwich Guiness Record~ ……………

35. One simple vote may gain more than 200,000 votes in several days. SNS Subject 1: 从你喜欢吃哪种 三明治测试你的爱情 ~ 超准哦 Test your love via sandwich prefer Subject 3: 原来这家人家比肯德基，麦当劳还要大 ? 你听说过吗？ Have you heard before, subway is bigger than KFC, MCD? Subject 2: 你知道三明治和汉堡的区别吗？看看你是不是 Out 了 Do you know the difference between sandwich and hamburger? Vote

36. SNS Application model, truth or dare, is popular among the youth. It spread very fast on the site. Subject 1: 你知道现在赢取赛百味三明治的活动了吗？ Do you know the chance to win free subway sandwiches? Subject 3: 你有没有吃过世界上最大的连锁快餐厅，赛百味 ？ Have you ever been to the biggest fast-food restaurant among the world? Subject 2: 你喜欢吃汉堡还是三明治？ Do you prefer hamburger or sandwiches? Truth or Dare

37. SNS We’ll pick up 40-50 seeders to release the votes and truth-or-dare games on the site. Each of the seeders have more than 2,000 friends on net. Thus we may make the information showed before every users’ screen during that time. One active users may have more than 2,000 friends on the site. We’ll take the advantage of them to release the marketing info. Seeders

38. BBS Name: KDS Life 宽带山 Targets: Male 85%, White collars Position: Shanghai Local News Name: Only lady 女人志 Targets: Female 90%, White collars Position: Shanghai, women’s life Name: Liba 篱笆网 Targets: Female 90%, young white collars Position: Shanghai, daily life Name: Dianping 大众点评 Targets: Mass youth Position: Shanghai, beverage & foods Four Selected BBS

39. BBS Total BBS List We selected these BBS as the promotion targets. Mainly facing shanghai area.

40. BBS Topic1 抢楼赢免费三明治 Grab the floor, win free sandwiches The 10 th , 50 th , 100 th , 200 th , 300 th ,400 th ,500 th reply may get the free sandwiches BBS Interactive Promotion publicize and discuss Topic Topic2 推荐一个玩游戏赢免费赛百味三明治的活动 Play game, win free sandwiches

41. BBS Release Topic Reply 1 Reply 2 Reply 3 Reply 4 Reply 5 By continuing reply to hold the topic on the first page.

42. Confirm target Forum Rivals Monitor Crisis management Report Daily Report Monthly/ Final Report Monitor the rivals activity on the internet Analysis Monitor Negative Topics Control & Delete BBS

43. Each Topic Three shifts per day. Planner A BBS Leader A Planner B BBS Leader B BBS Team B Morning:08:30-13:00 Afternooon:13:00-18:00 Evening:18:00-22:00 BBS Team A BBS

44. Confirm target BBS List Confirm BBS Topic Write the topic Confirm topic contents with clients Provide the progress reports Release the topics on BBS Maintain the topics by BBS operation team BBS

45. Others – Online PR Enhance the brand image through monitor and lead the recommendation on the dianping.com. Our specialist will collect all information about Subway on the site, and take necessary actions to build positive brand image.

46. Summarize You will get Huge amounts forwarded Email Millions of brand impact on SNS A mass of topics released on local BBS Considerable traffic flow of the mini-site Awareness Upgrade And we’re expecting to help you achieve this!

47. Thanks