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Adv420 SUBWAY digital marketing strategy
- 1. Mei-Jung Ho ADV420 New MediaDrivers License Digital Marketing Strategy
- 2. Digital Media PlanOverview Current Campaigns Big Idea Target Audience KPI Tool & Tactics Budget Summary
- 3. Current Campaigns Fresh FitChoice Campaign ● Provides healthy kids meal ● Serves value fresh & nutritional food - under 600 calories ● Features fresh vegetables, fruits $5 Footlong Sandwich Campaign ● $5 6-inch sandwich meal ● Features $5 footlong sandwich monthly ● Creates your own sandwich, suit your pocket
- 4. The Big Idea Eatingfresh fit sandwich meal with affordable money Fresh Fit Choice $5 Footlong Sandwich
- 5. Target Audience Young adults:16 ~ 39, either studying or working
- 6. Key Performance Indicators (KPI) CustomerEngagement # of followers, # of likes, comments on social networks Customer Satisfaction positive or negative feedback & concern from customers Nutrition & Fresh Fit provide fresh vegetables, fruits for both children & adult to enjoy
- 7.
- 8. Social Media Tactics ●Health & fitness topics ● Share good news of how to eat fresh & stay healthy ● Create new hashtags ● Creative posts & polls ● Commercial Ads ● Healthy diet ● Fitness videos ● Introduce new products & deals ● Posts from other Bloggers
- 9. Budget Total Spend $40,800 per monthin Digital Marketing Search Engine Optimization $9,600 per month Pay Per Click $14,400 per month Social Media $14,400 per month Email $2,400 per month
- 10.
Editor's Notes
- #2 Digital Marketing Strategy by Mei-Jung Ho, ADV420 New Media Drivers Lincense
- #3 Digital Marketing Plan Overview: Current Campaigns, Big Idea, Target Audience, KPI, Tool & Tactics, Budget, Summary
- #4 Current Campaigns: 1. Fresh Fit Choice Campaign: a) provides healthy kids meal b) serves value fresh & nutritional food - under 600 calories c) features fresh vegetables, fruits 2. $5 Footlong Sandwich Campaign: a) $5 6-inch sandwich meal b) features $5 footlong sandwich monthly c) creates your own sandwich, suit your pocket
- #5 The Big Idea: Eating fresh fit sandwich meal with affordable money, which combines the two campaigns “Fresh Fit Choice” and “$5 Footlong Sandwich”.
- #6 Target Audience: young adults between age of 16 to 39. Majority of population lies in between mostly the people are either studying or working. These target customer usually have irregular food habit.
- #7 Key Performance Indicators (KPI): Customer Engagement - publicity of social network - numbers of followers, numbers of likes, comments on social networks (Facebook, YouTube, Instagram, Twitter), Customer Satisfaction - either positive or negative feedback & concern from customers, Nutrition & Fresh Fit - provide fresh vegetables, fruits for both children and adult to enjoy
- #8 Tool & Tactics: Facebook, Instagram, Twitter, YouTube, Blog
- #9 Social Media Tactics: Instagram & Twitter - create new hashtags ( #freshfitchoice, #myfootlongsub), Facebook - introduce new products & deals / posts from other Bloggers, YouTube - commercial Ads / healthy diet / fitness videos, Blog - focus on health & fitness topics / share good news of how to eat fresh & stay healthy.
- #10 Budget: SEO $9,600 + Social Media $14,400 + Pay Per Click $14,400 + Email $2,400 = Total Spend $40,800 per month in Digital Marketing
- #11 Subway wants to serve customers value fresh and nutritional food. With fresh fit choice campaign, we can educate more young adults on better choice of food with regular food habit. Simple $5 footlong sandwich and $5 6-inch sandwich meal are simple but powerful campaign that customers can enjoy fresh quality food with affordable money. Also providing healthy kids meal in merchandise helps parents less concern when family choose to eat out.