1. SUBWAY
®
Random Acts of Fitness For Kids™ 2013-
2014

2. Problem

3. Percentage of
total store visits
made by parties
with kids
SUBWAY® Category
Norm
33%
26%

4. Continue to increase the share of SUBWAY®
visits by
parties with kids to capitalize on the larger check
size and increased store visits during dinnertime
associated with family visits.
Challenge

5. Target
Teachers
Kids ages
6 –12
Parents

6. This conversation is
made even more
relevant by growing
child obesity, an
epidemic being
promoted by cut
recesses and scaled
back Physical
Education programs.
SUBWAY
®
is
positioned as a
strong voice in
the kids’ health
conversation.
Point of View

7. SUBWAY
®
can provide
teachers the resources they
need to inject classroom
curricula with random acts
of fitness (And make it fun!)

8. Insight

9. To truly affect kids’ fitness, good
habits should be taught both in
school and at home.

10. From your
perspective, how
involved are your
students’ parents in
continuing their
child’s learning at
home?

11. Strategy
Increase SUBWAY®
's brand affinity & awareness1
Utilize the widespread use of technology in classrooms
to improve program measurement2
Target and engage parents as additional sales drivers3
Build community that will encourage organic
program growth4

12. Idea

13. Strategy
In-class poster and pedometers1
Online portal2
Parent online experience3
Teacher curriculum sharing portal4
Increase brand affinity1
Technology to improve
program measurement
2
Engage parents as
additional sales drivers
3
Organic program growth4
Execution

14. Teacher Online Portal

15. 77.8% of teachers surveyed share
teaching materials and tips “frequently”
96.3% of teachers surveyed
consider sharing teaching
materials and tips “very beneficial”
Teacher Sharing

16. Top Sources
of Inspiration
for Classroom
Activities
*Values do not sum to 100% because multiple responses were
allowed
*Numbers do not sum to 100% because multiple responses were allowed

18. Program Timeline
September—December 2013 January—May 2014 June 2014
 Announce RAFK
 Aggressive recruitment
of sign-ups
 Program launch
and campaign
 Wrap Up
 Prize Announcement
 PR Film piece

19. Pre-Program
Recruitment
of Sign-Ups
Advertisements in
PTA eNewsletter
Parent and Teacher
Leaders
Other Teachers
& Parents
Their Child’s
Teacher
SUBWAY®
Race to the Top
Registration Webpage
SUBWAY®
Social
Media Posts
Blogger Influencer
Program
Google AdWords

20.  SUBWAY®
Social Media
Posts
 Email
Reminders
 Google+
Hangout
Program
Launch
Program
Launch
 Organic Growth
(WOM & online
impressions)
 Email Reminders
 SUBWAY®
Social
Media posts
 Google+
Hangouts
 Promotional
PR Video
showing
awarding
of prize
Marketing Flow Chart
During
Program
During
Program
Post-
Program
Post-
Program

21. September – October
Creative
Information Architecture
Official/Abbreviated Rules
Partnership Contracts
November –
December
Web Design
Print Schedule
Email/Form Development
Copy
Website Development/
Site Update Schedule
Final Review & Approvals
January
Launch
QA
Preliminary Project Schedule

22. Project Management $58,050
Strategy/Creative $70,200
Website Development $36,450
Additional Budget Items
(Pedometers, Marketing, Legal) $34,960
Budget

23. Measurement

24. Weekly reporting summary of all online activity
Two separate surveys (parents and teachers) to be distributed post-campaign
Due to CARU and COPA rules preventing interviews with children, we will
conduct in-depth interviews with both parents and teachers
Sample size based on the number of parents and teachers
who complete program with an equal focus throughout the US
Wrap-up report
Measurement: Delivery