+ Background It is a fast food restaurant chain in the U.S., Canada and some parts of the world. The owners of Arby’s opened Arby’s because he believed there is market for roast beef sandwich besides hamburger. As of end of 2010, there are 3,600 Arby’s across the entire U.S. , secondly in Canada and some in other countries. It is listed as 14th fast food restaurants stores in numbers. The slogan for Arby’s is : It’s Good Mood Food.
+ Goals & Challenges Challenges Goals Its goal is to expand its store Its competitors: McDonalds, and become one of the best Subway, Burger King, and other fast food restaurants across the fast food restaurants. U.S. To become more familiar with To establish its impression consumers when it comes to along with its slogan. choose what to eat. One of the target mission for Too many different varieties of social marketing is to help with food consumers can choose No Kid Hungry campaign that to from, Arby’s has to become help kids from being starving. unique so people choose it over others.
+ Proposal: Social Media Create Arby’s group and fan page on major social network sites to increase awareness Advertise Arby’s on major social network sites so people are more familiar with Arby’s when they see our advertisements on the side. Having coupons available on each sites so people are interested in our group and fan pages.
+ Proposal Blogging To set a platform that Arby’s can share its experience with foods Also to have a place to communicate with both consumers and potential customers People love stories behind everything. If Arby’s can share the stories behind itself, more people will become be closer and familiar with Arby’s
+ Proposal PR: Social Marketing Arby’s has been doing a social marketing with campaign called “No Kid Hungry,” which is to end childhood hunger by 2015. It is a campaign to help Arby’s image improve to another level. Many companies are doing social marketing to improve its impression within everyone. If Arby’s can successfully accomplish its campaign, it is a great help for Arby’s image. Arby’s can sponsor other types of activities that the entire family can participate such as marathon, carnivals so that we can enhance our images more of family oriented. Plus, Arby’s is known as healthy fast food within the filed. If we can combine both healthy food image in people and exercise like marathon, it will improve our image.
+ Proposal Mobile App Because there are so many people with smart phone, many apps are developed. If Arby’s can heavily advertise on those cell phone apps, and it plants a image in people mind, they will come to Arby’s more. If Arby’s can have coupons on the application, people will come more because it is cheaper with the coupon.
+ Measure of Succuss There are many ways to measure if we succeed in our entire campaign. We can measure how many families come to the store with the coupon within a period of time so we can see if we establish our goals in consumers’ minds that Arby’s is good place to go to when it comes to a family meal. Or we can measure the people who comes with coupons of our campaign to measure the success.
+ Budget $$ Social Media: 30 millions on Blogging: 20 millions on social media that Arby’s can blogging that we can have create fan pages and its profile people share their experiences with updates on each week and at Arby’s or we can adjust our marketing planning based on different coupons. others’ comments. Social Marketing: 40 millions Cell Phone App: cell phone app is are allocated in social not as popular as others now but marketing because creating a it is growing very fast, we need nice image within people is 35 millions to expand this market hard; therefore, we need to host because people start to rely on a lot of social marketing events cell phone heavily now that even to improve our image. a kid has a cell phone.
+ Timeline There is not really a seasonal peak for Arby’s because it is a fast food restaurant that people just want fast, cheap, healthy and tasty. But it is still better to promote our campaign during spring, and summer because that is when people go out the most.