Wendy’sDigitalStrategy“Quality is our recipe”   Christine Crossman                          04/16/2012
Wendy’s History             Wendy’s Target• Founded by Dave               Audience  Thomas• First Wendy’s opened in  1969 ...
• We propose a Three-prong approach to building the  Wendy’s brand through:  • Social Media  • Internet Marketing  • Mobil...
Goals:                               Challenges:• All three approaches will:            • Challenges Include:  •   Build c...
• Wendy’s must increase their presence  within Social Media by utilizing:  •   Facebook  •   Twitter  •   Google +  •   Bl...
• We propose that Wendy’s creates a  Google Adword Campaign• Enhance Wendy’s brand with Search  Engine Optimization by cho...
• Wendy’s Smartphone  Application• Utilize location-based  networking services• Offer “Check-In” Specials  on FoursquareMo...
• Track number viewers on  blog and Facebook pages by  installing Google Analytics• Track Number of:   Facebook “Likes” a...
• Blog posts will  automatically stream on  Wendy’s Facebook page  and Twitter Accounts• Wendy’s website and Blog  will ha...
• Timeline: Participate daily on all social media profiles to  attract influencers• Proposed 2012 budget of $4.5 million u...
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Wendys Digital Strategy

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A proposal to further strengthen the Wendy’s brand name through a comprehensive digital strategy. This strategy involves a three-prong approach to building the Wendy’s brand through Social Media, Internet Marketing, and Mobile Marketing.

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Wendys Digital Strategy

  1. 1. Wendy’sDigitalStrategy“Quality is our recipe” Christine Crossman 04/16/2012
  2. 2. Wendy’s History Wendy’s Target• Founded by Dave Audience Thomas• First Wendy’s opened in 1969 • North American fast- food consumers over 16 years of age • Key emphasis on the 18- 34 year old sweet spot
  3. 3. • We propose a Three-prong approach to building the Wendy’s brand through: • Social Media • Internet Marketing • Mobile MarketingA Three-Prong Approach
  4. 4. Goals: Challenges:• All three approaches will: • Challenges Include: • Build credibility and awareness • Competing with other fast- • Gain trust food chains • Retain Wendy’s authenticity • Maintaining low price points • Attract influencers • Create demand
  5. 5. • Wendy’s must increase their presence within Social Media by utilizing: • Facebook • Twitter • Google + • Blogger• We propose that Wendy’s will attract more influencers if they use incentives, contests, games, and solicit their customers input • i.e. “Like Wendy’s Facebook page and get a free fry” or “Like the Frosty Facebook page you will receive a free Frosty” Social Media
  6. 6. • We propose that Wendy’s creates a Google Adword Campaign• Enhance Wendy’s brand with Search Engine Optimization by choosing detailed Keywords• Utilize YouTube Internet Marketing
  7. 7. • Wendy’s Smartphone Application• Utilize location-based networking services• Offer “Check-In” Specials on FoursquareMobile Marketing
  8. 8. • Track number viewers on blog and Facebook pages by installing Google Analytics• Track Number of:  Facebook “Likes” and • Wendy’s currently has: “Shares” on both the  2.2 million “Likes” on Wendy’s Facebook Fan their Wendy’s Facebook Page and the Frosty Fan Fan page Page  2.3 million “Likes” on  YouTube video views their Frosty Facebook  Retweets and Mentions on Fan page Twitter  2,633 Followers on  +1’s on Google Plus TwitterMeasuring Success
  9. 9. • Blog posts will automatically stream on Wendy’s Facebook page and Twitter Accounts• Wendy’s website and Blog will have icons that link to Wendy’s social media accounts• Share all YouTube videos on Facebook pages and TwitterSocial Integration
  10. 10. • Timeline: Participate daily on all social media profiles to attract influencers• Proposed 2012 budget of $4.5 million utilized as follows:  Social Media: $2 million  Internet Marketing: $1.5 million  Mobile Marketing: $1 millionProposed Budget $

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