This document outlines Wendy's plan to increase their social media presence, engagement, and brand loyalty among college students aged 18-25. The campaign goals are to increase social media footprint, customer engagement and retention, and search engine rankings through activities like a Twitter contest and regular posts on Facebook, Twitter, Instagram and through search engine optimization. The budget is $20,000 for one month of 20 hours per week of work primarily focused on social media and internet marketing strategies.

2. WENDY’S
• Quality is Our Recipe
• More cheddar for your chedda.

3. TARGET AUDIENCE
• College students
• Ages 18-25
• Both male and female

4. CAMPAIGN GOALS
• Increase social media presence
• Increase search engine rankings
• Decrease consumer turnover rate
• Increase consumer engagement

5. KEY PERFORMANCE INDICATORS
• Social Networking Footprint
• Klout score
• Customer online engagement level
• Customer retention rate
• Search engine rankings by keyword and
click-through-rate.

6. WHAT’S THE BIG IDEA?!
• Attract new consumers while keeping
current consumers.
• Twitter contest.

7. SOCIAL/DIGITAL MEDIA
• Facebook
• Twitter
• Instagram
• SEO/SEM

8. SOCIAL MEDIA STRATEGY
• Respond to all posts, positive and
negative, within 24 hours
• Tweet at least once a day
• Facebook posts at least three times per
week
• Instagram posts at least twice a week.

9. INTERNET MARKETING
• Google for Search Engine Optimization
• Keywords include burgers, fast
food, cheap food, restaurants
• Create a more consumer interactive
website

10. BUDGET
• $250 per hour for Wendy’s
• 20 hours of work per week for one month
• Wendy’s will owe around $20,000 for the
campaign

11. SUMMARY
• Stimulate consumer interaction
• Social media and internet marketing are
the focus
• Build a stronger brand image
• Reward those involved in the contest
and social media sites