1. Emerging Media Plan
Presented By: Date: August 6, 2015
Matt Fedrizzi
Lauren MacDonough
Peter Youngman

2. Executive Summary
• History
• Marketing Problem
• Competition
• Our Consumers
• Distribution
• Marketing Initiatives
– “Prove It” Campaign
– App and Card Strategy
– Tailgate Tour

3. Subway History
1965
Fred 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.

4. Subway History Continued
1975
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.
1983
SUBWAY® 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.
1984
Party 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.

5. Subway History Continued
1986
Breakfast menu is introduced at SUBWAY® restaurants at participating locations. The first SUBWAY® restaurant in Canada opens
in St. John’s, Newfoundland.
1989
The 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.
1999
For the first time ever, SUBWAY® commercials appear on network television in the U.S., every week of the year.

6. Subway History Continued
2000
Men’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.
2002
The 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.

7. Subway History Continued
2007
The SUBWAY® chain launches its Fresh Fit® and Fresh Fit for Kids™ meals.
2008
The SUBWAY® introduces its long running $5 Dollar Footlong promotion.
2015
Jared bombshell

8. Marketing Problem
On 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.

9. The Competition

10. The Competition

11. Competitive Spend

12. Subway Consumers
49% 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 black
Source: MRI 2014 Doublebase

13. Subway Consumers
43% have children
42% 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

14. Subway Consumers
Most 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

15. Subway Consumers
34% 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

16. 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.

17. Subway, we have a problem…

18. Is this guy still available?

19. 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!

20. 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?

21. 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

22. Engage
• We want fan interaction – “Prove It” creates a fun and creative relationship between brand and
customers
• Boost sales and awareness
Share
• Users splash the Subway brand across social media, extending reach and impressions
Learn
• To be eligible, contestants provide personal info
o Name, email address, DOB, address, email address, gender, etc.
o Users tell us what they like – potential product opportunities
Why Bother?

23. 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?

24. Subway App Upgrade (Engaging & Utility)
Customer Journey
Initial
Consideration
Set
Active
evaluation Moment of
Purchase
Post-purchase
experience
Loyalty Loop

25. 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.”

26. 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

27. Rewards Card Upgrade (One:One & Utility)
Customer Journey
Initial
Consideration
Set
Active
evaluation Moment of
Purchase
Post-purchase
experience
Loyalty Loop

28. 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

29. 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

30. 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!

31. Tailgate Strategy Integrating Marketing Concepts
Consumer 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.

32. Tailgate Tour - Featured Game 1
Week 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.

33. Green Bay Game Day Featured Sub
Squeaky Cheese Meat Packer ● Green Bay Packers get their name from “Meat
Packing”, with Wisconsin being home of the
Brat.
● Three Wisconsin food groups:
1. Beer
2. Brats
3. 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.

34. Tailgate Tour - Featured Game 2
Week 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.

35. Denver Game Day Featured Sub
Mile 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.

36. Questions?
Matt Fedrizzi
Lauren MacDonough
Peter Youngman