FULL

DIGITAL S

TRATEGY

B Y : MO R G A N W

H I TN E Y

CURRENT SITUATION

Geographic Reach• 23,336 U.S.

Locations• Almost double

locations as McDonald’s

Growth Opportunity• "98.3 percent of the

population is not going to Subway. There are a lot more customers to capture.” – Don Fertman, Subway Chief Development Officer

TARGET AUDIENCE SHIFT

M I L L E N I A L S W O R K I N G C L A S S

52% of Sandwhich and Sub Store Franchise Industry Consumers earn <$50,000

Source: IBISWorld.com

Why were Millenials the only ones that could #savelunchbreak?

THE BIG IDEA Op

portu

nity

for

Cam

paig

nGeographic ReachConsumers are more connected than ever

Focu

sed

Cont

entUse

#savelunchbreak Create content to reach working classUse acceptable mediums for target market

Goal

sUse #savelunchbreak to drive sales through online ordering system

TACTICS- SEOGoal of SEO:

Utilize Google Adwords to monitor and drive sales for online ordering system.

Keywords:Online order, order food online, order subs, order lunch online, call ahead ordering, sub shops near me.

Online ordering site as landing page

TACTICS- INBOUND MARKETING

A Youtube Web Series- #SaveLunchBreak, Save

Your Life

Partnership with American Heart Association

TACTICS- MOBILE

Improvements:- Save past orders and locations on app

Utilize Apple’s Passbook for Offers- #savelunchbreak exclusive offers

Software Development Costs

TACTICS- SOCIAL MEDIA

• LinkedIn• Integrates brand with consumer groups

• Facebook• Builds brand loyalty and reputation

• Twitter• Best platform for PR, dialogue creation and customer conversation

• Pinterest• Product showcase and brand identity through inspiration boards. • Drives traffic to online ordering site

Path to PurchaseSocial Media Online Ordering Sales

METRICS AND BUDGET

M E T R I C SKPI’s:- Online ordering site- Promotional links- Nutritional

information linksMeasurement:- Google Analytics- Google Adwords

B U D G E T

THANK YOU!