Wendy’s Kendall Pinkerton
Oct 31, 2014
Wendy’s
Kendall Pinkerton
Objective
•Message: Wendy’s has high-quality, inexpensive food
•Sell a product, build brand awareness, and educate a market
Target Audience
18-24 year olds
Why 18-24 year olds?
•Disposable Income
•Eat on the go
•Response to digital campaign
Key Performance Indicators
2 main indicators:
1. Quarterly sales reports
2. Social media analytics
How will we accomplish our
goals?
Engage with consumers on social media.
Tools and Tactics
•Facebook and Twitter dialogues
•Pinterest contests
Google AdWords •Ad Group: Healthy
Fast Food Options
•Meets objectives of digital campaign
•Will also advertise products
Budget Background
•$200,000,000 marketing budget
•10% goes to Internet marketing
•$20,000,000 a year
Digital Agency Charges
•$250 an hour
•Full day of work (8 hours) = $2,000 a day
•One month of work = $60,000
Conclusion
•Wendy’s will engage consumers on social media.
•Consumers will know that Wendy’s has high-quality, inexpensive food
•This campaign will help Wendy’s sell product and build brand awareness.
Any questions?