Dakin Digital Strategy
Download as PPT, PDF
0 likes261 views
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.
Dakin Digital Strategy
- 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 Subways ratings on campus Rival competition
- 10. Thank You!