1. Digital Marketing Plan

2. Question posed…
• How can we increase our digital presence to
increase brand equity?

3. Buy-in

4. Reward Structure
0 1000 2000 3000 4000 5000 6000Point tracking on web site

5. Point Structure
• Check-in
• Per $1 spent
• Game on app/web
• App bill pay
• Reservation/call ahead
• Survey
• Redeem Groupon
• Web review
• 1 points

6. Bonus points!
• Team check-ins
• Charity check-ins or table waiting
• Gift card sales

7. Points = Donation
• First team to reach 10,000 points
• Donation made to school or charity
• Size of donation determined by individual store

8. Social Media

9. Website
• We plan on creating an interactive website that
will track teams/schools/organizations reward
points that are redeemable collectively for
donations
• www.applebeesrewards.weebly.com

10. Applebee’s App
• Current app has poor reviews
• Current functions:
• Location finder
• Menu
• Gift card balance/purchase
• Customers want more out of app

11. Improved Applebee’s App
• Improved customer satisfaction
with app
• More functions
• Combined with key tag, new also
app allows customers to earn
points
• Win-win for customers and
Applebee’s

12. App Features
You win!
5 points added!