Wendy’s Digital

Marketing Campaign

A Healthy Alternative to Lunch

By Matthew Rodriguez

Target Audience

• Busy Middle Class Families

• Blue-collar workforce

• Healthy Lifestyle Individuals

Campaign

• “EAT LUNCH WITH WENDY CAMPAIGN”

• TWITTER AND FACEBOOK ADVERTISING FOR HEALTHY LUNCHES

• SEARCH ENGINE OPTIMIZATION GOALS

BIG IDEAThe BIG idea is to start a digital campaign about having lunch with actress who plays “Wendy” in the commercials.

-Wendy decides to eat healthy and you should too

-There is already a popular following for Morgan Smith Goodwin (the Wendy’s girl)

-The advertisement will be centered around the idea that eating lunch with Wendy is not only healthy, but it’s fun too

Digital Marketing and Advertising

Twitter And Facebook

Advertising about the “Eat lunch with Wendy” campaign

Every-day posts/tweets about healthy lunches at Wendy’s

Inbound Marketing

Blog

Promote on healthy eating blogs

Have consumer lead discussions on personal blog

Consistently provide good content

SEO and Advertising BudgetGOOGLE ADWORDS

• Keywords• “Healthy lunch”• “Lunch”• “Fast Food”• “Healthy Fast Food”• “Low-Calorie Lunch”

ADVERTISING BUDGET

• Pay-Per-Click• $75,000/month• $2.00 per click

• Advertising on blogs• $25,000/month

Key Performance Indicators

• Social Media Penetration• Number of “shares”• Increase in traffic to

Wendy’s.com

#1

#2• Digital awareness

and market share increase during lunch hours

An App that keeps track of your intake of fast food and how Wendy’s by comparison is healthier.

MOBILE STRATEGY

SPOKESPEOPLE

Wendy Liebman

Wendy Williams

Morgan Smith Goodwin

SUMMARYEating with Wendy CampaignDigital Marketing on social media sites such as Facebook/Twitter Integrated SEO and Mobile Advertising into campaignSpokespeople