This document outlines a digital marketing strategy for Subway Restaurants to target college students. It proposes using social media like Twitter, Facebook, and Instagram to offer deals and promotions. Specifically, it suggests creating hashtags and daily deals on social media, incorporating hashtags into TV commercials, and distributing fliers on campus. The goals are to have more college students choose Subway over competitors like Jimmy Johns and increase Subway's ratings on campus. Key performance indicators would track engagement on social media channels and the total budget proposed is $500,000.

1. Subway Restaurants
Digital Strategy by Lexi Dakin

2. Problem
Food is an important aspect on college
campuses. Competition is high with places
like Jimmy Johns or Quiznos typically
pulling ahead. This strategy will address
this issue.

3. Audience
 College-age
Students
 On campus
 Near campus

4. Main Idea
 Social Media
 Utilize the tools that college students are active
on
 Money Saving
 Appeal to the budget typical of college students
 Daily deals
 Goal
 Have more students choose Subway, instead of
competitors

5. Tools & Tactics
 Twitter
 New Hashtag
 Deals
 Facebook
 Check-Ins
 Instagram
 Utilize hashtags with
Twitter
 Contests

6. Tools & Tactics
 Commercials
 Incorporate twitter hashtags in existing
commercials
 Create a new commercial; target college
students
 On Campus Marketing
 Flier deals
 3-inch subs

7. Performance Indicators
 Twitter
 New followers, favorites, retweets
 Hootsuite Analysis
 Hashtag use
 Facebook
 Likes, shares
 Instagram
 Followers
 Contest participators
 Hashtag use

8. Budget
 10-12% of revenue
 Strategy & Planning: 5-10 hours
 $2,500
 Commercial: $350,000
 Total Budget: $500,000

9. Results
 Reach out to college section of public
 Improve Subway’s ratings on campus
 Rival competition

10. Thank You!