Arby's wants to reposition their brand as a fresher, healthier alternative to other fast food restaurants. Their plan is to utilize social media, mobile technology, and targeted advertising to appeal to a broader audience aged 16 to 34. They will hire in-house staff focused on social media, web design, graphics, and advertising to create and distribute engaging content. Performance will be measured through social interactions, sales transactions, and customer survey responses to assess how well their message is reaching consumers.

1. Arby’s Background
O Founded in 1964 in Youngstown, OH
O Around 3,360 stores in 48 states (none in
Rhode Island or Vermont)
O 2011 Revenue - $847 million
O 81.5% owned by Roark Group, 18.5%
owned by Wendy’s
O Current CMO is Russ Klein, who started in
2012

2. Target Audience
O Current target seems to be 25-34 crowd.
O Expand this to include 16 year olds and
up.
O Balance an effort for the budget crowd
(Roast Beef Jr.’s, Value Menu) and the
professionals (Market Fresh sandwiches,
Black Angus Beef)

3. Big Idea
O We need to reposition Arby’s in
consumers’ minds as an alternative fast-
food restaurant. By being on the cusp of
trends and ways to get the Arby’s brand
name out to consumers, we will gain
brand recognition and will increase
interest in our brand. Also, by simplifying
the messages we send, we encourage
interaction with our brand. This will
translate into foot traffic, and ultimately
sales, in our stores.

4. Social Media
O Twitter – have more funny/interesting
pictures
O Facebook – Fan of the Day
O Instagram – Needs more promotion!
O Pinterest – Also needs more promotion!
O PUT THESE LOGOS ON THE
WRAPPERS!
O They can form a nifty little box

5. Mobile Devices
O Utilize QR codes – put this on EVERY
cup!
O Use a simple customer survey for quick
results
O 5 questions, maximum
O No scroll for smartphone
O Offer an incentive to complete – whether it
be free food/gift cards, cash, or other
prizes

6. AdWords
O Banner ads on a wide variety of websites.
O Tailor ads to demographics
O Budget items for sites that appeal to
students/low-income groups
O Regular/Specialty items for sites that appeal
to middle-class/professional groups
O Short, succinct text ads
O Get the point across that we are Fresher,
Healthier, and Tastier than the competition

7. Who Can Make This Happen
O Collection of creative, tech-savvy people kept in-
house.
O Social Media Manager
O Fully devoted to interacting with people on Social
Media sites
O Web Designer
O To create web pages and manage user submissions
O Graphic Designer
O To create content to be used by the Social Media
Manager and Web designer.
O Advertising/Promotions director
O To manage the promotions and advertising that
Arby’s uses

8. Budget
O Median social media manager salary -
$41,281
O Median web designer salary - $41,875
O Median graphic designer salary - $37,055
O Median Ad/promotions director - $66,157
O AdWords budget
O Avg. CPC for high-volume fast-food traffic:
$.36
O Budget at 10,000 clicks per day:
$1,314,000

9. Key Performance Indicators
O Social Media Interactions
O are our messages spreading to the social
media atmosphere?
O Transactions
O monetary sales are good, but transactions will
give us a better picture of how well our
message is getting to consumers.
O Customer Survey submission/visit ratio
O Are customers using the QR codes to describe
their experience? How many submissions do
customers give us vs. how many transactions
are occurring?

10. Summary
O We need to utilize social media as a way
of getting our brand out there. This
appeals to a younger crowd and will
broaden the scope of our target market
O By staying on key media and tech trends,
we will be able to communicate effectively
with our customers, portray our brand as
relevant and interesting, and will
encourage consumers to eat at our
restaurants.