subway emerging media plan
TRANSCRIPT
Emerging Media Plan
Presented By: Date: August 6, 2015
Matt FedrizziLauren MacDonoughPeter Youngman
Executive Summary• History
• Marketing Problem
• Competition
• Our Consumers
• Distribution
• Marketing Initiatives– “Prove It” Campaign
– App and Card Strategy
– Tailgate Tour
Subway History1965Fred DeLuca and Dr. Peter Buck team up to open their first submarine sandwich shop in Bridgeport, Connecticut. Originally called “Pete’s Super Submarines,” they sell 312 sandwiches the first day. The average cost of a sub was between 49 cents and 69 cents.
1968 The SUBWAY® name is used for the first time.
1974 The first franchised SUBWAY® sandwich shop opens in Wallingford, Connecticut.
Subway History Continued1975 The chain’s flagship sandwich, the classic BMT, is first introduced. It is named for the Brooklyn-Manhattan Transit system, but later it is referred to as “Biggest, Meatiest, Tastiest,” in advertising campaigns. The first SUBWAY® restaurant located outside of Connecticut opens in the state of Massachusetts.
1983SUBWAY® restaurants begin introduction of freshly baked bread at U.S. locations. The SUBWAY® chain is ranked number one in the sub sandwich category for the first time byEntrepreneur magazine.
1984Party Platters and the SUBWAY® Club sandwich are introduced. The 400th Subway restaurant in the United States opens in Dallas. The chain ventures into the international arena and opens a unit in the Middle Eastern nation of Bahrain.
Subway History Continued1986Breakfast menu is introduced at SUBWAY® restaurants at participating locations. The first SUBWAY® restaurant in Canada opens in St. John’s, Newfoundland.
1989The SUBWAY® chain now present in all 50 U.S. states.
1991 The first SUBWAY® kid’s meal is introduced, known as the Kids’ Pak™. First SUBWAY® network TV commercial airs.
1999For the first time ever, SUBWAY® commercials appear on network television in the U.S., every week of the year.
Subway History Continued2000Men’s Health magazine reports the story of Jared Fogle, a young man who lost 245 lbs. by eating SUBWAY® sandwiches for a year. He eventually becomes an icon for the brand and appears in a long running series of television commercials.
2002The Wall Street Journal reports that the SUBWAY® chain has surpassed the number of open and operating McDonald’s restaurants in the U.S. SUBWAY® restaurants reach the milestone of 16,000 locations worldwide. That record is broken several months later when the chain opens its 17,000th location. The SUBWAY® chain becomes the national sponsor of American Heart Association’s American Heart Walks. The SUBWAY® chain’s Tuscany Décor is rolled out marking the first complete interior and exterior revamp the chain has ever undertaken.
Subway History Continued2007The SUBWAY® chain launches its Fresh Fit® and Fresh Fit for Kids™ meals.
2008The SUBWAY® introduces its long running $5 Dollar Footlong promotion.
2015Jared bombshell
Marketing ProblemOn July 8, spokesman Jared Fogle’s home was raided in a child pornography scandal involving the executive director of the Fogle Foundation.
This past Monday, texts surfaced between Fogle and a Subway franchisee in which Fogle allegedly claimed to have relations with a 16 year old girl and paid her for it.
We expect our key demographics to react poorly to this news and we have cut ties with Fogle.
To stem what we believe may be a dip in revenue due to our previous relationship with Fogle, we will focus on our demographic’s needs.
The Competition
The Competition
Competitive Spend
Subway Consumers49% of Subway customers are men, 51% are
women
More than half of Subway’s customers are
married (56%)
62% of Subway’s customers have at least
attended college
Pretty evenly split through 18-54 year olds
Most make between $60-150K (56%)
43% have children
79% are white, 10% are blackSource: MRI 2014 Doublebase
Subway Consumers43% have children42% say their children have a significant impact on the
brands they choose
65% say my favorite grocery store offers low prices on
all products every day
73% say price is more important than brand names
76% say their #1 goal is to save as much money as
possible
Source: MRI 2014 Doublebase
Cost-Conscious Parents
Subway ConsumersMost make between $60-150K (56%)
64% only eat fast food when in a rush
77% are always on the lookout for quick and easy
meal options
68% say technology helps make my life more
organized
69% say they’re so busy, they often can’t finish
everything they need to in a day
Source: MRI 2014 Doublebase
Busy Career Men and Women
Subway Consumers34% expect the brand to support social causes
75% say if a product is made by a company I
trust, I’ll buy it even if it is slightly more
expensive
85% say the Internet has allowed me to learn
things I probably wouldn’t have learned
otherwise
Source: MRI 2014 Doublebase
Social Cause-Conscious
Subway Distribution● Franchisee-owned
Independent
Purchasing
Cooperatives or
Companies (IPCs)
● Vendors and suppliers
work with Subway to
add or move locations
closer to distributors
44,075 Subways in 110 countries
27,063 Subways in U.S.
Subway, we have a problem…
Think You Can Make a Better Sub?Prove It!
We’re looking for two sandwich masters to design the ultimate Subway sandwich recipe.
We’ll feature the top two recipes on our menu for a limited time.
We’ll introduce creations and the winning contestants in our upcoming Superbowl commercial.
Are you up to the challenge? Time to put your sandwich where your mouth is!
Create a landing page where people can submit creations
Interactive software will assemble the sandwich right before your eyes based on selections from a list of options including bread, meat, cheese, veggies, etc.
But what if their ideas aren’t listed in the options? No problem!
We’ll offer fields so users can type in their own custom toppings –
– anything they want
– unlimited submissions
How Does it Work?
How Does it Work?Once they submit, we’ll send a picture of the sandwich along with a mouth-watering description
Users can vote for their favorite creations through subway.com or via the subway app
Or share via Facebook, Twitter, Instagram, etc., to drum up more support for creations. We’ll count those votes too!
Only two grand prize winners, but we’ll offer other prizes for popular recipes:• Coupons/discounts• Free food• Cash awards
Engage
• We want fan interaction – “Prove It” creates a fun and creative relationship between brand and customers
• Boost sales and awarenessShare• Users splash the Subway brand across social media, extending reach and impressions
Learn
• To be eligible, contestants provide personal infoo Name, email address, DOB, address, email address, gender, etc.o Users tell us what they like – potential product opportunities
Why Bother?
Did it Work?Website and app interactions • Are people signing up?• Are they submitting?• Are they voting?• What else are they doing on the site?
Shares across social media• Who shares the most?• Why?• What’s getting the most interest?
Boost in Sales• Did we get more people eating Subway?
Subway App Upgrade (Engaging & Utility)Customer Journey
Initial Consideration Set
Active evaluation Moment of
Purchase
Post-purchase experience
Loyalty Loop
Subway App Upgrade (One:One & Utility)Upgrade the app to include better and more order customization
Google Play Store Comments:
Eric T.: “OK...but could be great. Needs an order template so I don’t have to re-enter the same thing EVERY time i go.”
Melissa P.: “This app saves me a bunch of time... but there are some downsides: no drink upgrade size choices, lack of chip choices.”
Did It Work?App Interactions:
● Do we see more app downloads?● Do we see more app reviews?● Do we see more activity within the app?● Are comments since the upgrade more favorable?
Next steps:
Interact with previous commenters to see if we’ve met their needs
Rewards Card Upgrade (One:One & Utility)Customer Journey
Initial Consideration Set
Active evaluation Moment of
Purchase
Post-purchase experience
Loyalty Loop
Rewards Card Upgrade (One:One & Utility)
Upgrade the rewards card/rewards function in the mobile app.
More opportunities to share information with Subway:● Birthday● Favorite holiday● Option to save your
favorite order and reward customers with points when favorite order is purchased every 5th time
Did It Work?
Rewards Interactions:
● Are more rewards cards being given out?● Are more points being rewarded?● Are more points being used?
Next Steps:
Sample our top rewards card users to gauge reaction to upgrade
Tailgate Tour (Consumer Engagement)
● In order to engage our consumers Subway is proud to announce their 2015 “Tailgate Tour”
● Subway bus will be featured at select games and include limited time only (only available at the stadium’s venue on game day) custom subs for the city the game is being held in!
Tailgate Strategy Integrating Marketing ConceptsConsumer Engagement used through the Subway Tailgate Tour:
● Feature specific new sub targeted for the hometown team at each location while offering the traditional menu as well.
● Tables/tents set up outside the stadium parking lot
Games:
● Cornhole● KanJam
One:One used through the Subway Tailgate Tour:
● Raffle:○ Gift Cards to consumers
● If consumers sign-up for rewards card they receive an automatic 50 points with use the of Subway app
● Cross-promotion with home team○ Raffle for season tickets or signed
jersey.■ Consumers have to provide some
personal info to participate in order to help us reach them.
Tailgate Tour - Featured Game 1Week 2 - Sunday Night Football
Seahawks vs Packers
● Two perennial super bowl contending NFC powerhouses take action in an early-season tilt to set the tone for the rest of the season in a promising rematch of the 2015 NFC Championship game.
Green Bay Game Day Featured SubSqueaky Cheese Meat Packer ● Green Bay Packers get their name from “Meat
Packing”, with Wisconsin being home of the Brat.
● Three Wisconsin food groups:1. Beer2. Brats3. Cheese
● Squeaky Cheese○ Young cheddar separated from the
whey and salt but not yet pressed. It has a spongy texture due to air bubbles in the molecular makeup and audibly squeaks when you bite it.
Tailgate Tour - Featured Game 2Week 12 - Sunday Night Football
Patriots vs Broncos
● When you’re champions, you get to play under the brightest lights. Then again, no lights are brighter than when Tom Brady and Peyton Manning are on the field together. Two of the greatest quarterbacks ever to play the game meet for the 17th time in what figures to be yet another classic game, which could easily determine the top AFC team this season.
Denver Game Day Featured SubMile High Steak & Greens Sub Mile High Steak & Greens Sub
● Steak sandwiches are extremely popular on game day at Mile High.
● A collection of different green vegetables will be added to this sub to cater to the sub-culture that is found in Colorado.
Questions?
Matt Fedrizzi
Lauren MacDonough
Peter Youngman