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Subway RestaurantsDigital Marketing Portfolio 2018
The problem
Franchise owner was dissatisfied with stagnant
sales. He particularly felt the content being produced
by Subway Corporate Marketing did not align with his
customer base.
He wanted customized content created specifically
for his customer bases while still maintaining the
corporate look and feel of the brand.
He was open to a wide variety of marketing options
which made it very easy to test new marketing
concepts for profitability.
The Strategy
A two fold approach was implemented targeting the
two segmented customer bases identified.
A distinct set of content was created for the college
campus location.
A second set of content was created for the other two
locations which see high volumes of repeat
professional customers during lunchtime and families
at dinner rush and weekends.
The ROI on these campaigns are being measured
throughout 2018.
The execution#TrySomethingNew campaign launched to increase
sales of repeat lunch customers who were encouraged
to try something different than their typical order.
“In and Out” campaign launched to
stress the quickness and ease of
getting in and out of the store, which
was identified as the biggest priority
among customers.
College
Marketing
* Congratulation coupon goes out
with the acceptance letter to all
new students accepted into the
college.
* Subway logo, hours and location
on campus are printed on the back
of all student ID’s, which remain a
constant reminder of the brand.
* Sampling events for students to
try new items they might not be
aware of, including games at the
booth and other engagement
opportunities.
* Allowing students to wear Subway
shirts throughout the day to be
walking billboards for the brand in
exchange for a free sub at the end
of the day.
* Promotion of text-in program
which generates weekly coupons
and special offers.
College
MarketingSubway to the rescue …
This content can be used for
social media, in-store displays,
student/campus publications,
text campaigns, etc…
College Marketing
Recognizing that text messaging is the preferred means of
communication among college students, a massive effort was
undertaken to get students to sign up for weekly text offers.