Subway digital strategy

1. Digital Strategy
By: Xingchen Hu

2. Product
• regular sub, salads, wraps,
snacks, soups, desserts
• different meat choices and
vegetable choice
• over 2 million choices of food
• most popular subs:
Low Fat Range of Subs, the
steak and cheese and sweet
onion chicken teriyaki,

3. Brand Mission
• provide the tools and
knowledge to allow
entrepreneurs to compete
successfully in the fast food
industry worldwide
• consistently offering value to
consumers
• high quality food with
exceptional service

4. Target Market
Primary:
• Young adult between ages
of 16-39
• who know their own minds
• working or studying
Secondary:
• strong fitness enthusiasm
• trying to lose weights

5. Goal
• Expand brand awareness
• Increase brand loyalty
• Increase competitiveness
• Increase sale

6. Campaign
• Primary: Choose wise, health comes
• Keep offering healthy, tasty, various choices,
cheap fast food
• Reinforce more in veggies
• Insure the freshness
• Secondary: Eat wise, weight lose
• Show veggie supplier and fresh make
ingredients
• Make real person experiences to show

7. Media Strategy
• Mainly in social media
• YouTube
• Facebook
• Twitter
• Broadcasting
• Google Adword

8. Sale Promotion for support
• Most popular subs will be on promotion
• Special promotion for Twitter and Facebook
users
• Free cookie if customers show following in
social networks

9. Budget
Social
Media
50%
• $1,000,000 in total budget Special
Budget
Events
• 50% on social media
5%
• 20% on TV commercial
• 15% Google Adword
• 10% Radio
• 5% special events
Tv
commerci
als
20%
Google
Adword
15%
Radio
10%
If the campaign is successful, we can see increase of sales.

10. Thanks for listening