This plans book outlines strategies to help Subway distance itself from a scandal and improve its brand reputation. It proposes redesigning elements like introducing a new spokeswoman named Jenny the sandwich artist, partnering with Uber for delivery services, and enhancing the Subway app to make ordering and tracking nutrition more interactive. The target market is non-vegetarian men and women aged 20-34 who are health conscious but want a quick meal. Objectives include establishing a caring image, boosting sales and popularity, and presenting a "fresher" brand. A SWOT analysis identifies strengths like customization but also weaknesses like inconsistent quality. The redesign aims to address these issues through community partnerships, social media involvement, and digital upgrades

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Plans book by: Abbi Suess, Maddie McKnight, Mason Fuller, Ryan O’Connor, and Connor Hurtaeu

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Table of Contents

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Executive Summary
Subway is the leading submarine sandwich provider in the quick-serve food industry. First
open in 1965, Subway now strives to be consumer’s top choice when searching for a healthier
alternative to fast food. Rapid franchise expansion has led to over 27,000 Subway locations
open in the United States alone. Current Subway campaign messages center on product
quality aspects such as freshness, flavor, and assortment and are delivered through highly
recognizable athletes.
Starting in April of 2015, an investigation of Jared Fogle, Subway’s official spokesperson, began
to take place under suspicions of possession of child pornography and other corrupt practices
involving The Jared Foundation, the spokesperson’s charity organization focused on raising
awareness of childhood obesity. Subway has not released any information involving the case,
and has completely disassociated themselves with Jared Fogle and his foundation since this
discovery. On top of this news, Subway’s sales have also been declining and customer
satisfaction has decreased heavily over the past few years.
InBloom Advertising would like to distance Subway from their current scandal and provide
advertising solutions that will increase sales, refreshen the brand, and boost the brand
reputation. Throughout this plans book, we have highlighted our newest promotions,
campaigns, and redesigns to assist Subway in reaching its goal to re-establish their brand and
to reach their target market. In order to do this, we have established a more narrow target
market, made changes to social media, switched up the media outlets, redesigned elements of
the brand, and increased social responsibility and partnerships. We believe these efforts will
produce positive outcomes for Subway, and ensure that all of the company’s goals are met.
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Objectives
! Establish a new brand identity as a company that cares about
their customers and to show that we are working towards
getting back on the good side of America.
! Increase brand popularity
! Increase sales in our target market by 5%
! Counteract declining sales percentages from the previous
year
! Bring a “Fresher” image to the brand
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Marketing Research: SWOT
Analysis
Strength
• Food is highly customizable and
customers can watch their sandwich
being prepared
• Effective previous promotions ($5
footlong campaign)
• Partnerships with American Heart
association and the partnership for a
Healthier America
Weakness
• Lack of consistency in service and
quality at each location
• Most locations still serve food with
artificial color, flavor, and
preservatives
• Interior of restaurants appear cheap
Opportunity
• Meal deliver options for increased
place utility
• Improve relations with communities
through local involvement
• Continue growth in global markets
Threat
• Declining sales in previous years
• Negative publicity surrounding the
Jared scandal
• Market saturation of similar quick
serve restaurants
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Marketing Research: SWOT
Analysis
Strength
• Delivery option/freaky fast delivery
motto
• Lettuce wrap available which is a
healthy alternative to bread
• No additives or fillers in food
Weakness
• Advertisements center around quality
of service instead of quality of product
• Menu prices are more expensive
relative to subway
• Lack of female customer base
Opportunity
• International expansion
• Invigorate brand image through a
greater online image
Threat
• Abundance of local competitors with
similar product
• Nonexistent brand recognition
outside of the United States
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National Target Market
Subway’s target market on the national scale transcends
education and income levels.They are non-vegetarian men
and women between the ages of 16 and 39.While many
families dine in at Subway, the primary market has an
inclination towards visiting the restaurant solo or
accompanied by a limited number of people.The highly
customizable Subway menu is advantageous to this market
because of their shared characteristic of knowing what they
want.They have turned to Subway in pursuit of a healthier
alternative to fast-food restaurants when they are looking for
a quick meal. Successful campaigns have made Subway
sandwiches a prominent tool for those trying to slim down in
weight.
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Campaign Specific Target Market
The modifications made to the Subway app resonate with a
core market.They are non-vegetarian men and women
between the ages of 20 and 34, who own a smart phone.The
group is conscious of the foods in their diet, and can now find
precise nutritional facts of the Subway sandwich they created
in a restaurant or on the app.They are strong social media
users who will appreciate and share Subway’s involvement in
their local communities.The members of the specific market
live in urban and metropolitan areas where Uber operates.
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Redesigning the Brand
Partnership with Uber
Uber is an up-and-coming
international transportation
networking company in which
customers who own smartphones
can request transportation from a
licensed Uber driver who uses their
own vehicle to supply these services.
The Uber driver then gets paid
through the App, quite similar to an
independent taxi service. Since
2009, Uber has been changing the
way that people get around and
interact with each other. Now, in
2015, Uber has expanded to an
international market, with drivers in
58 countries and 300 cities around
the world, and has been listed in the
top 50 powerful companies in
America by Klout.
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Redesigning the Brand:
Partnership with Uber
! Targeting cities where Uber is used to promote a partnered delivery service.
! Create a section of the App that is linked to the Uber app that can be used for setting
up deliveries through Uber.
! Creating revenue for both Subway and Uber, since we gain delivery orders and Uber
drivers increase business.
! In the App, there will be subsections for delivery information, tipping your driver, order
statuses, and a tracker to show where your driver is.
! Promote the Subway Loyalty Program by offering loyalty members a discount on
deliveries for the first month
! Used as part of our App Campaign to promote new interactive elements of the digital
medium.
! Use a contest to promote the use of Subway delivery featuring Uber by creating the
hashtag #Suber, in which customers can post a selfie with their Uber driver and their
Subway sandwich for a chance to win prizes.
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Redesigning the Brand:
Subway App
Subway currently has an app
for consumers that encourages
them to create an account or
become a member, allows
them to find nearest locations,
order directly from the app to
pick up in-store, and pay for
their meal, if they are an active
member. It also includes
FAQs, nutritional facts, and a
forum for feedback. Our
campaign would like to
transform the app into
something more interactive
and useful.
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Subway App:
Ordering Process
We would like to make the ordering process more interactive
by creating a visual of each ingredient as it is selected and
added to the sandwich. This personalizes the sandwich and
ensures that customers are satisfied with its end result.
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Subway App:
Subway Fit
We would like to create a section in the
app where calorie counting can be an
option. This section is designed for
customers who are trying to make
healthier choices or wanting to watch
their weight. To be apart of the
SubwayFit section of the app, you must
be a member of the subway loyalty
program, since its purpose is to be
personalized to each individual
member’s needs. This section of the
app will look a lot like the interactive
ordering section, but the amount of
calories per ingredient will be
calculated as customers add to the
sandwich. There will also be a separate
food library with other commonly eaten
foods not at Subway and their calories,
so that the SubwayFit app can be your
primary calorie tracker. There will also
be a section for goals, work-out
tracking, and weekly reports.
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Redesigning the Brand:
Introduction of a New Spokeswoman
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Redesigning the Brand:
Jenny the sandwich artist
! We want to distance the brand from Jared by introducing a quirky, humorous, sandwich artist to be featured in
our TV commercials and video advertisements on social media.
! Currently, Subway features several different pro-athlete endorsements, but they are not consistent enough to
increase brand popularity because they are not featured in Subway’s advertising consistently in an effective
way.
! Introducing Jenny the Sandwich artist, who will be the newest face to our advertisements. Jenny is a fun, light-
hearted, quirky, and dedicated sandwich artist who interacts with customers in a humorous way.
! Jenny will be the character within our video ads that explains our newest promotions, encourages new sales,
and reinvents our brand’s atmosphere.
! Jenny will be a paid actress playing the character of a sandwich artist, not an endorsed celebrity or a real
person.
! We believe a paid actress will be a more beneficial spokesperson, because there is more control over factors
such as customer response, biases, and personal lifestyle choices of endorsee.
! We believe this will be a good use of sticky messages, because every time the audience sees Jenny, they will
automatically think of Subway and know where the advertisement is going.
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Redesigning the Brand:
Digital Media Menu Board
Many fast food companies are
starting to switch over to digital
menu boards, and it has proven
to be a very successful
advertising tool within the food
industry. For the past ten years,
technology has been changing
at an extremely high rate, and
consumers are always waiting
for the most recent technology
to be released within their day-
to-day lives. Changing the
menu boards to digital menu
boards will change the
atmosphere and provide for a
cleaner outlet when deciding on
orders.
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Redesigning the Brand:
Social Media
Our advertising strategy is going to be heavily focused on reaching our target market
through our presence in social media. Subway is no stranger to social media, as they
have been considered in the top companies for social media presence in 2013 and have
not slowed down since then. Over the past 10 years, social media has transformed the
internet into a continuously adapting communication strategy that has proven to be
extremely useful to marketers. Statistics show that 86% of people skip over TV
commercials, 44% of direct mail is never opened, and 90% of people have
unsubscribed to company emails they had previously opted into. Social media has
provided an outlet that has almost double the marketing leads than these other types of
advertising. In order to continue and improve our customer reach, we will be
increasing our social media presence, as well as updating it, based on research found.
! Facebook is the most popular social media method for sharing interesting content.
! Companies that generate more than 1000 likes also receive nearly 1400 website visits a
day.
! Videos on landing pages increase conversions by 86%
! 65% of audiences are visual learners
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Social Media:
Facebook
! Invest in sponsored advertising through Facebook to increase consumer
reach.
! Increase video presence by posting sponsored “Facebook commercials”
supporting our partnership with Uber, updates to the App, videos featuring
Jenny the Sandwich Artist, and meal-time reminders.
! There have been a lot of negative comments about the quality of our brand
in the comments of our promotions. To avoid mixed signals, we will provide
posts encouraging customers to express what they would like to see from us.
! Promote the new campaign #SUBer by implementing a contest that entails
posting a selfie with your Uber driver with the hashtag #SUBer for a chance
to win a varied amount of prizes, including a subway giftcard, a fitbit, Uber
discounts, or free subs for a year.
! Increase presence to at least three posts on the official Subway page per
week, each at different meal times (ex: 8a.m., 12p.m, and 5p.m.) to increase
desire for our product at ideal times.
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Social Media:
Instagram
! Invest in sponsored Instagram videos of sub ingredients being
piled onto a sandwich in stop-time motion to strengthen appeal.
! Post videos demonstrating the changes to the app to target the
campaign on Instagram, since most people view Instagram from
their iPhones and can download immediately.
! Continue with the strategy used in our Facebook posts, by
posting content around meal times (8a.m., 12p.m., 5p.m.)
! Instagram is an artistic platform, so we will create an Instagram
contest: Share how you eat your sub with the hashtag #substyle
for a chance to win a month of free subs. This creates free
advertising and increases brand loyalty.
! Increase interaction with customers via Instagram comments to
increase brand loyalty and brand recovery.
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Social Media:
Twitter
! Promote the hashtag #SUBer through twitter posts and sponsored advertising
! Promote the App Campaign through twitter videos that show all of our interactive
improvements. Since Twitter is usually accessed through a smartphone, it will give
incentive to download or update to the new app.
! Promote Jenny the Sandwich Artist by investing in humorous sponsored video
advertisements with our new character.
! Subway’s current Twitter page does a good job of responding to customer complaints
via twitter, but within their feed, most of their tweets are related to customer recovery.
! We would like to create a separate Subway customer recovery account where we
respond to all customer complaints that are tweeted @subway
! This will increase our brand reputation and help avoid the chance of customers coming
to the official Subway page and mostly only seeing negative feedback and customer
recovery tweets.
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Social Media:
YouTube
! Invest in more sponsored advertising with Youtube
! Use an element of surprise within our sponsored video
advertisements that play before a selected video to increase
customer interest and chances of them not skipping the ad.
! Focus on accounts that support our target market.
! Promote the app campaign heavily within Youtube ads by
making sure customers are aware of the helpful new features
within the app.
! Promote videos featuring Jenny to increase customer
knowledge and comprehension of new spokesperson.
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Reaching the Target Market
! There will be multiple mediums that we will be using to reach our target market.These
mediums include billboard, television commercials, online via Facebook,Twitter,
Instagram, andYoutube, as well as radio commercials on Spotify and Pandora.]
! The Billboard advertisement will be placed in Times Square’s biggest billboard for a
whole year.The content of the advertisement will be changed every 4 weeks
! Our television commercial campaign will consist of placing ads during the most
actively watched TV shows on the biggest 4 networks.These include The Big Bang
Theory, Modern Family, Empire,The Voice, American Idol, and the biggest Loser.
Advertisements will also be placed during sporting events. These include NFL Sunday,
Thursday, and Monday night football broadcasts. NFL Sunday Night Football currently
holds the highest number of viewers among all categories. Advertisements will also air
during Saturday college football game days as well as on FOX’s MLB game of the week.
! Our online presence will be powerful as we will be running full on campaigns through
Facebook,Twitter, Instagram, andYouTube.Twitter and Instagram are each paid to
create the campaign and strategically place the posts in areas where a specific
audience will be reached.YouTube and Facebook’s ads will be based off of clicks.We
will be given a budget of $2000 worth of clicks a day and once that quota has been met
our ads will stop being posted.
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Public Relations:
Donate A Dollar
! As a company we take pride in giving back to others. In line with Subway’s
vision of striving to conduct business in a way that has a positive impact on
the environment while improving the lives of customers, franchisees,
employees, vendors and communities worldwide;We believes in giving
back. Boys & Girls Clubs of America offers a wide variety of services to
youth in all different circumstances.They offer educational & career
programs, sports programs, character & leadership programs, health & life
skills programs, art programs, specialized programs and safe places for
youth in need.We feel that it is important to give back to those who give and
feel that partnering with Subway will have a positive impact on both Boys &
Girls Club as well as Subway.
! Subway will be pairing with Boys & Girls Clubs of America in the month of
August 2016 and the month of February 2017 to help support the cause.
! We will have a prompt on our point of sale machines that allow for
customers to “donate a dollar” to Boys & Girls Clubs of America.
! We will provide the option for a $2.00 donation as well as a $5.00 donation.
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Public Relations:
Bank of America
! Bank of America offers a low-cost, highly effective payment processing for
all Subway franchises. On a typical $9.25 credit card transaction, Subway
pays less than $0.21 for credit card processing.
! For this promotion $0.90 of every dollar donated will go to Boys & Girls
Clubs of America for the months of August and February while the other
$0.10 will completely pay the processing fee.
! Cash payments we will have a scan friendly sheet that allows for the
customer to pick from the $1.00, $2.00, or $5.00 option.
! There will be a sheet of barcodes that are printed for the cash donations.
! We will provide all 27,058 U.S. with a sheet of 3 barcodes;
! one barcode for the $1.00 option, one barcode for the $2.00 option, and one barcode
for the $5.00 option.
! The total number of barcodes needed comes to 81,174 and totals $7,224,486.00.
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Public Relations:
Free Subs
! We will be doing an international promotion that allows for all 44,378
Subway stores in all 111 countries to donate $1,000 worth of footlong
subs to a local fundraiser or charity of their choice.
! To address the problem of multiple locations in a respective area,We
will ask that the areas that are heavily populated with Subway stores to
pair up and choose 1-3 fundraisers or charities to support.
! The average cost per footlong sub is $7.01.
! This will allow for each store to provide 142 footlong subs to their
organization of choice.
! Each footlong sub can be divided into 3 pieces allowing for each store
to provide food to 426 people.
! The projected total cost to donate these subs will be $44,378,000
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Media Plan
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Budget Plan
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Campaign Summary
Our campaign will not only help Freshen your brand image
and improve lifestyles across America, but will Freshen your
company as a whole.The ideas in our campaign will target
young and middle aged adults as well as families. By further
defining your target market and aiming our Fresh Start
campaign at young and middle aged adult, we will increase
your overall net worth. Pairing with Boys & Girls Clubs of
America and promoting the Free Subs promotion will not
only warm the hearts of all subway consumers, but also give
back to the communities of all 111 countries in which Subway
is located in.We will be introducing Jenny, the Sandwich
artist, who will be the newest face to our advertisements.
Jenny is a fun, light-hearted, quirky, and dedicated sandwich
artist who interacts with customers in a humorous way.
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References
1. www.subway.com
2. www.simplybarcodes.net
3. www.gocodigo.com/digital-signage
4. www.business2community.com/social-media
5. www.hubspot.com/marketing-statistics
6. www.facebook.com/business
7. https://ads.twitter.com/
8. www.adage.com
9. www.Business.instagram.com/advertising
10. https://www.youtube.com/yt/advertise/
11. www.uber.com
12. www.bgca.org