kendall pinkerton's nmdl presentation

Wendy’s

Kendall Pinkerton

Objective

•Message: Wendy’s has high-quality, inexpensive food

•Sell a product, build brand awareness, and educate a market

Target Audience

18-24 year olds

Why 18-24 year olds?

•Disposable Income

•Eat on the go

•Response to digital campaign

Key Performance Indicators

2 main indicators:

1. Quarterly sales reports

2. Social media analytics

How will we accomplish our

goals?

Engage with consumers on social media.

Tools and Tactics

•Facebook and Twitter dialogues

•Instagram

•Pinterest contests

Google AdWords •Ad Group: Healthy

Fast Food Options

•Meets objectives of digital campaign

•Will also advertise products

Budget Background

•$200,000,000 marketing budget

•10% goes to Internet marketing

•$20,000,000 a year

Digital Agency Charges

•$250 an hour

•Full day of work (8 hours) = $2,000 a day

•One month of work = $60,000

Conclusion

•Wendy’s will engage consumers on social media.

•Consumers will know that Wendy’s has high-quality, inexpensive food

•This campaign will help Wendy’s sell product and build brand awareness.

Any questions?