The document discusses Arby's goals to expand its business and brand recognition through various social media and marketing proposals, including creating social media pages and ads, blogging to share brand stories, continuing its social cause marketing campaign with No Kid Hungry, and developing a mobile app. It also provides budgets and timelines for these proposed initiatives and discusses measuring their success based on coupon usage and family visits.
2. +
Background
It is a fast food restaurant chain in the
U.S., Canada and some parts of the
world.
The owners of Arby’s opened Arby’s
because he believed there is market for
roast beef sandwich besides hamburger.
As of end of 2010, there are 3,600 Arby’s
across the entire U.S. , secondly in
Canada and some in other countries.
It is listed as 14th fast food restaurants
stores in numbers.
The slogan for Arby’s is : It’s Good Mood
Food.
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Goals & Challenges
Challenges Goals
Its goal is to expand its store Its competitors: McDonald's,
and become one of the best Subway, Burger King, and other
fast food restaurants across the fast food restaurants.
U.S.
To become more familiar with
To establish its impression consumers when it comes to
along with its slogan. choose what to eat.
One of the target mission for Too many different varieties of
social marketing is to help with food consumers can choose
No Kid Hungry campaign that to from, Arby’s has to become
help kids from being starving. unique so people choose it over
others.
4. +
Proposal:
Social Media
Create Arby’s group and fan
page on major social network
sites to increase awareness
Advertise Arby’s on major social
network sites so people are
more familiar with Arby’s when
they see our advertisements on
the side.
Having coupons available on
each sites so people are
interested in our group and fan
pages.
5. +
Proposal
Blogging
To set a platform that Arby’s
can share its experience with
foods
Also to have a place to
communicate with both
consumers and potential
customers
People love stories behind
everything. If Arby’s can
share the stories behind
itself, more people will
become be closer and
familiar with Arby’s
6. +
Proposal
PR: Social Marketing
Arby’s has been doing a social marketing with campaign called “No
Kid Hungry,” which is to end childhood hunger by 2015. It is a
campaign to help Arby’s image improve to another level. Many
companies are doing social marketing to improve its impression within
everyone. If Arby’s can successfully accomplish its campaign, it is a
great help for Arby’s image.
Arby’s can sponsor other types of activities that the entire family can
participate such as marathon, carnivals so that we can enhance our
images more of family oriented. Plus, Arby’s is known as healthy fast
food within the filed. If we can combine both healthy food image in
people and exercise like marathon, it will improve our image.
7. +
Proposal
Mobile App
Because there are so many
people with smart phone, many
apps are developed. If Arby’s
can heavily advertise on those
cell phone apps, and it plants a
image in people mind, they will
come to Arby’s more.
If Arby’s can have coupons on
the application, people will
come more because it is
cheaper with the coupon.
8. +
Measure of Succuss
There are many ways to
measure if we succeed in our
entire campaign.
We can measure how many
families come to the store
with the coupon within a
period of time so we can see
if we establish our goals in
consumers’ minds that Arby’s
is good place to go to when it
comes to a family meal.
Or we can measure the
people who comes with
coupons of our campaign
to measure the success.
9. +
Budget $$
Social Media: 30 millions on Blogging: 20 millions on
social media that Arby’s can blogging that we can have
create fan pages and its profile people share their experiences
with updates on each week and at Arby’s or we can adjust our
marketing planning based on
different coupons. others’ comments.
Social Marketing: 40 millions Cell Phone App: cell phone app is
are allocated in social not as popular as others now but
marketing because creating a it is growing very fast, we need
nice image within people is 35 millions to expand this market
hard; therefore, we need to host because people start to rely on
a lot of social marketing events cell phone heavily now that even
to improve our image. a kid has a cell phone.
10. +
Timeline
There is not really a seasonal peak for Arby’s because it is a
fast food restaurant that people just want fast, cheap, healthy
and tasty.
But it is still better to promote our campaign during spring, and
summer because that is when people go out the most.
