This document outlines the digital strategy for a fast food brand. The brand offers a variety of subs, salads, snacks and soups with over 2 million possible combinations. Its mission is to provide value to consumers through high quality, healthy food options and good service. The primary target market is young adults aged 16-39 who want healthy, tasty, cheap fast food choices. The goals of the campaign are to increase brand awareness, loyalty and competitiveness through social media promotion of healthy options and customer experiences on platforms like YouTube, Facebook and Twitter. The budget allocates 50% to social media, 20% to TV commercials, 15% to Google Adwords, 10% to radio, and 5% to special events.

1. Digital Strategy
By: Xingchen Hu

2. Product
• regular sub, salads, wraps,
snacks, soups, desserts
• different meat choices and
vegetable choice
• over 2 million choices of food
• most popular subs:
Low Fat Range of Subs, the
steak and cheese and sweet
onion chicken teriyaki,

3. Brand Mission
• provide the tools and
knowledge to allow
entrepreneurs to compete
successfully in the fast food
industry worldwide
• consistently offering value to
consumers
• high quality food with
exceptional service

4. Target Market
Primary:
• Young adult between ages
of 16-39
• who know their own minds
• working or studying
Secondary:
• strong fitness enthusiasm
• trying to lose weights

5. Goal
• Expand brand awareness
• Increase brand loyalty
• Increase competitiveness
• Increase sale

6. Campaign
• Primary: Choose wise, health comes
• Keep offering healthy, tasty, various choices,
cheap fast food
• Reinforce more in veggies
• Insure the freshness
• Secondary: Eat wise, weight lose
• Show veggie supplier and fresh make
ingredients
• Make real person experiences to show

7. Media Strategy
• Mainly in social media
• YouTube
• Facebook
• Twitter
• Broadcasting
• Google Adword

8. Sale Promotion for support
• Most popular subs will be on promotion
• Special promotion for Twitter and Facebook
users
• Free cookie if customers show following in
social networks

9. Budget
Social
Media
50%
• $1,000,000 in total budget Special
Budget
Events
• 50% on social media
5%
• 20% on TV commercial
• 15% Google Adword
• 10% Radio
• 5% special events
Tv
commerci
als
20%
Google
Adword
15%
Radio
10%
If the campaign is successful, we can see increase of sales.

10. Thanks for listening