Wendy's digital strategy aims to increase customer engagement through social media platforms like Facebook, Twitter, and Instagram. The target market is middle-class men and women nationwide who are avid social media users. The strategy focuses on harnessing mobile capabilities and encouraging customers to post photos of Wendy's meals on Instagram for chances to win prizes. Google AdWords campaigns will direct users to Wendy's website and Instagram gallery. The total one-year budget for the social media promotions, incentives, Google AdWords, and labor is approximately $7 million.

1. Digital Strategy
Emma Buchholz NMDL

2. Objective
Increase interaction and engagement with our
current customers through digital platforms
It is less expensive to retain consumers through brand loyalty than to obtain
a new audience.

3. Branding
Classic, Timeless, and Fresh
Wendy’s has branded their company as a old-fashioned fast food establishment with a commitment to
providing fresh and quality. With the emergence of social media, it is now necessary to reinvent the
meaning of “classic.” The goal is to keep the brand’s image as fresh as the food they serve. We want
Wendy’s to be timeless in an continuously evolving environment and will achieve this by using digital
media to demonstrate Wendy’s ability to remain a staple in a consumer’s past, present, and future.

4. Target Market
Middle class men and women
nationwide
This age demographic contains the most avid users of social media who are
more inclined to own a smart phone with internet capabilities. It is essential
that our market has access to the internet on their mobile devices in order
view and post content on social media sites, as well as take pictures.

5. Mobile Strategy
Wendy’s already has a running mobile site that is user friendly, so the focus
of this strategy is more about harnessing other mobile utilities. It is essential
that our market has access to the internet on their mobile devices in order
view, post, and share content on social media sites, as well as take pictures.
The bulk of our digital strategy hinges on the capabilities of smart phones.

6. Social Media
Facebook and Twitter
Wendy’s currently has presence on these two social media platforms, but has room to grow. Wendy’s can
begin to publicize their social media sites by putting their information in their restaurant on the doors and
tables, as well as on the paper bags, cups, and wrappers that the food is received in. QR codes could be
utilized to direct consumers straight to their Facebook page. Incentives, such as free meals, gift cards, and
vacations, can be provided to costumers who engage with Wendy’s online. Twitter, for example, can be
utilized to advertise these promotions and to help encourage consumers to interact with the brand.

7. Social Media
Instagram
Instagram, a photo sharing application, will be a key player in this campaign. Wendy’s official website and social
media networks will encourage customers to post any Instagram pictures in which a Wendy’s meal was
included, in exchange for the chance to win a prize. The website will have a gallery archiving all of the images
received. This album will promote feelings of nostalgia and transcend Wendy’s from a meal to a significant
contributor of lifelong memories.

8. Internet Marketing
Google AdWords
Two campaigns, one directing users to the Wendy’s website homepage and the other to the Instagram
gallery, will each run for a sixth month stretch, and will be able to be modified as time passes once the
effectiveness or ineffectiveness can be determined. While most of our social media promotions are
relatively cheap, the Google Adwords will run a cost based on the amount of clicks received by each ad.

9. Budgeting
It is virtually free to advertise on social media websites. Our incentives will be
cost us roughly $50,000 annually. Google AdWords, which charges based on the
amount of clicks received, will cost about $200,000 each six month stretch. The
budget also needs to include the cost the labor of workers, as well as the
printing of social media labels on Wendy’s merchandise. If this campaign lasts for
a duration of one year, the entire campaign will be budgeted for around 7
million dollars.

10. Conclusion
Digital marketing will allow Wendy’s to survive any change in the surrounding
environment and adapt to the needs of the consumers. This campaign will give
the company a more personal and sentimental feel to the company through
social media engagement.