Digital Marketing Strategy

By: Leah Warwick

TARGET AUDIENCE

Subway will target

families, who are

looking for a quick,

healthy, and delicious

way to feed their family.

We will also be targeting the

younger generation, ages 16-25

THE BIG IDEA!

Subway’s ObjectivesWe want our customers to connect with Subway in a convenient and easy way that makes interactions

easier.

Subway’s

Strategy• Using Facebook, Twitter, and Instagram to make Subway easily accessible to our customers, while creating a communication platform directly from the company to the user.

• The launch of the free Subway app will give our customers the ability to find the closest Subway, place their order online, and get coupon, at their fingertips

Question: What is better than subway?Answer: Free Subway!

Introducing the SUBWAY CONTEST

Subway will be taking to our social media sites to encourage customers to use the hashtag #EATFRESH paired with a creative picture of their Subway meal. There will be a winner picked once a month and they

will receive a subway gift card!

TOOLS & TACTICS

#EATFRESH

Social Media • Twitter• Facebook• Instagram• Mobile App

DIGITAL MEDIA STRATEGY

Internet• Google

AdWords• SEO• Keywords• Website• Google

Search

Mobile• Websit

e• App

SOCIAL MEDIA STRATEGY

Our social media will be used to communicate:

New developments in our menu

Address customer compliments and complaints

Announce contest winners

Social Media Goals:Increase of sharing

Subway Content Gain more

followers and customers

Have a meaningful and powerful presence with our followers.

MOBILE STRATEGIES WEBSITE

The Subway website is there to provide all

Subway information in one place. We have made it user friendly both on a

computer and on a mobile device.

MOBILE APPThe mobile App will

provide fast ordering for customers on the go. The App will also have mobile coupons and daily deals.

Measuring our success is very important! Our goal is to increase

activity on all of our networks, and create a bigger customer

following.

KEY PERFORMANCE INDICATORS

Performance IndicatorsTwitter followersContest participantsApp downloadsShares and Likes on all

social media

BUDGET

Social Media Cost: $0

Digital agency cost: $40,000Contest winners and other expenses: $20,000

Total Budget: $95,000

App creation and launch: $35,000

SUBWAY DIGITAL MARKETING SUMMARY

Subway’s goal is to involve our current customers in our

social media sites, while expanding and getting new

customers! Subway will be much more

present online, while making Subway the best and easiest

choice for our customers. Subway will encourage

interactions online, and make our brand personable by constant interaction with

customers, old and new.

#EATFRESH