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B Y : E R I C A Z A ZO N EW MED I A D R I V E R S L I C EN S E
F A L L 2 0 1 2
DIGITAL MEDIA PLAN OVERVIEW
The Big Idea
Target Audience KPI Tools &
Tac7cs Campaign Begins
CURRENT CAMPAIGNS $5 FOOTLONG Campaign • Monthly featured footlong subs for the special price of $5 • Also offered as a $5 meal as a 6-‐in sub • SUBWAY’s most powerful and impacPul campaign
Fresh Fit Campaign • SUBWAY’s healthiest op7ons – under 500 calories • Fresh Fit Meals for Kids available • Features an array of healthy side op7ons, subs and drinks
THE BIG IDEA
$5 FOOTLONG
Fresh Fit Choices
‘Five-‐Dollar Fit-‐Meal’ Campaign
TARGET AUDIENCE
KEY PERFORMANCE INDICATORS (KPI)
ParNcipaNon Polls, Contests, Ques7ons, etc.
ReacNon
Nega7ve or Posi7ve Feedback, Ques7ons/Concerns
Engagement
# of Followers, # of Likes, Comments/Messages
TOOLS & TACTICS Facebook
TwiTer
YouTube
Blog
SOCIAL MEDIA TACTICS
-‐ Fitness Videos -‐ TesNmonials -‐ Health Topics
-‐ New Hashtags -‐ Contests
-‐ Polls to Vote
-‐ Focus on Fitness and Health related
topics
BUDGET Media Planning
Print MarkeNng
Digital MarkeNng
Google Adwords
Endorsers 1 – 3+
Million Dollars
CAMPAIGN SUMMARY
The Big Idea
Target Audience KPI
Tools & TacNcs Budget