Wendy’s Digital Strategy

Christine Crossman04/16/2012

“Quality is our recipe”

Wendy’s Target Audience

Wendy’s History

• North American fast-food consumers over 16 years of age

• Key emphasis on the 18-34 year old sweet spot

• Founded by Dave Thomas

• First Wendy’s opened in 1969

A Three-Prong Approach

• We propose a Three-prong approach to building the Wendy’s brand through:• Social Media• Internet Marketing • Mobile Marketing

• All three approaches will: • Build credibility and awareness• Gain trust• Retain Wendy’s authenticity • Attract influencers • Create demand

Goals: Challenges:

• Challenges Include: • Competing with other fast-

food chains • Maintaining low price points

Social Media

• Wendy’s must increase their presence within Social Media by utilizing:• Facebook• Twitter• Google +• Blogger

• We propose that Wendy’s will attract more influencers if they use incentives, contests, games, and solicit their customers input• i.e. “Like Wendy’s Facebook page and get a free fry” or

“Like the Frosty Facebook page you will receive a free Frosty”

Internet Marketing

• We propose that Wendy’s creates a Google Adword Campaign

• Enhance Wendy’s brand with Search Engine Optimization by choosing detailed Keywords

• Utilize YouTube

Mobile Marketing

• Wendy’s Smartphone Application

• Utilize location-based networking services

• Offer “Check-In” Specials on Foursquare

Measuring Success

• Track number viewers on blog and Facebook pages by installing Google Analytics

• Track Number of: Facebook “Likes” and

“Shares” on both the Wendy’s Facebook Fan Page and the Frosty Fan Page

YouTube video views Retweets and Mentions on

Twitter +1’s on Google Plus

• Wendy’s currently has: 2.2 million “Likes” on

their Wendy’s Facebook Fan page

2.3 million “Likes” on their Frosty Facebook Fan page

2,633 Followers on Twitter

Social Integration

• Blog posts will automatically stream on Wendy’s Facebook page and Twitter Accounts

• Wendy’s website and Blog will have icons that link to Wendy’s social media accounts

• Share all YouTube videos on Facebook pages and Twitter

Proposed Budget

• Timeline: Participate daily on all social media profiles to attract influencers

• Proposed 2012 budget of $4.5 million utilized as follows: Social Media: $2 million Internet Marketing: $1.5 million Mobile Marketing: $1 million

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