New Media Driver's License Wendy's Digital Marketing Campaign

2. Target Audience
• Busy Middle Class
Families
• Blue-collar workforce
• Healthy Lifestyle
Individuals

3. Campaign
• “EAT LUNCH WITH WENDY CAMPAIGN”
• TWITTER AND FACEBOOK ADVERTISING FOR HEALTHY LUNCHES
• SEARCH ENGINE OPTIMIZATION GOALS

4. BIG IDEA
The BIG idea is to start a digital campaign
about having lunch with actress who plays
“Wendy” in the commercials.
-Wendy decides to eat healthy and you
should too
-There is already a popular following for
Morgan Smith Goodwin (the Wendy’s girl)
-The advertisement will be centered
around the idea that eating lunch with
Wendy is not only healthy, but it’s fun too

5. Digital Marketing and
Advertising
Twitter And Facebook
Blog
Advertising about the “Eat
lunch with Wendy”
campaign
Promote on healthy eating
blogs
Every-day posts/tweets
about healthy lunches at
Wendy’s
Inbound Marketing
Have consumer lead
discussions on personal
blog
Consistently provide good
content

6. SEO and Advertising
Budget
GOOGLE ADWORDS
• Keywords
• “Healthy lunch”
• “Lunch”
• “Fast Food”
• “Healthy Fast Food”
• “Low-Calorie Lunch”
ADVERTISING BUDGET
• Pay-Per-Click
• $75,000/month
• $2.00 per click
• Advertising on blogs
• $25,000/month

7. Key Performance Indicators
#1
• Social Media Penetration
• Number of “shares”
• Increase in traffic to
Wendy’s.com
#2
• Digital awareness
and market share
increase during
lunch hours

8. MOBILE STRATEGY
An App that keeps track of your intake of fast food and how
Wendy’s by comparison is healthier.

9. SPOKESPEOPLE
Morgan Smith
Goodwin
Wendy Williams
Wendy Liebman

10. SUMMARY
Eating with Wendy Campaign
Digital Marketing on social media sites such as
Facebook/Twitter
Integrated SEO and Mobile Advertising into
campaign
Spokespeople