Digital Marketing Plan

Question posed…

•How can we increase our digital presence to increase brand equity?

Buy-in

Reward Structure 0 1000 2000 3000 4000 5000 6000Point tracking on web

site

Point Structure• Check-in • Per $1 spent• Game on app/web• App bill pay• Reservation/call ahead• Survey• Redeem Groupon• Web review

• 1 points• 1 point• 1 point• 25 points• 25 points• 10 points• 10 points• 10 points

Bonus points!

•Team check-ins•Charity check-ins or table waiting•Gift card sales

Points = Donation

•First team to reach 10,000 points•Donation made to school or charity•Size of donation determined by individual

store

Social Media

Website

•We plan on creating an interactive website that will track teams/schools/organizations reward points that are redeemable collectively for donations

•www.applebeesrewards.weebly.com

Applebee’s App

•Current app has poor reviews•Current functions:• Location finder• Menu• Gift card balance/purchase

•Customers want more out of app

Improved Applebee’s App

• Improved customer satisfaction with app

• More functions• Combined with key tag, new

also app allows customers to earn points

• Win-win for customers and Applebee’s

App Features

You win!5 points added!