Digital Strategy

By: Xingchen Hu

Product

• regular sub, salads, wraps, snacks, soups, desserts

• different meat choices andvegetable choice

• over 2 million choices of food

• most popular subs:

Low Fat Range of Subs, the steak and cheese and sweet onion chicken teriyaki,

Brand Mission

• provide the tools and knowledge to allow entrepreneurs to compete successfully in the fast food industry worldwide

• consistently offering value to consumers

• high quality food with exceptional service

Target Market

Primary:

• Young adult between ages of 16-39

• who know their own minds

• working or studying

Secondary:

• strong fitness enthusiasm

• trying to lose weights

Goal

• Expand brand awareness

• Increase brand loyalty

• Increase competitiveness

• Increase sale

Campaign

• Primary: Choose wise, health comes

• Keep offering healthy, tasty, various choices,

cheap fast food

• Reinforce more in veggies

• Insure the freshness

• Secondary: Eat wise, weight lose

• Show veggie supplier and fresh make

ingredients

• Make real person experiences to show

Media Strategy

• Mainly in social media

• YouTube

• Facebook

• Twitter

• Broadcasting

• Google Adword

Sale Promotion for support

• Most popular subs will be on promotion

• Special promotion for Twitter and Facebook users

• Free cookie if customers show following in

social networks

Budget

Social Media50%

Tv commerci

als20%

Google Adword

15%

Radio10%

Special Events

5%

Budget• $1,000,000 in total budget

• 50% on social media

• 20% on TV commercial

• 15% Google Adword

• 10% Radio

• 5% special events

If the campaign is successful, we can see increase of sales.

Thanks for listening