1. Wendy’s
Kendall Pinkerton

2. Objective
• Message: Wendy’s has high-quality,
inexpensive food
• Sell a product, build brand awareness, and
educate a market

3. Target Audience
18-24 year olds

4. Why 18-24 year olds?
• Disposable Income
• Eat on the go
• Response to digital
campaign

5. Key Performance
Indicators
2 main indicators:
1. Quarterly sales reports
2. Social media analytics

6. How will we
accomplish our goals?
Engage with consumers on
social media.

7. Tools and Tactics
• Facebook and Twitter
dialogues
• Instagram
• Pinterest contests

8. Google AdWords
• Ad Group: Healthy Fast
Food Options
• Meets objectives of digital
campaign
• Will also advertise
products

9. Budget Background
• $200,000,000 marketing
budget
• 10% goes to Internet
marketing
• $20,000,000 a year

10. Digital Agency Charges
• $250 an hour
• Full day of work (8 hours) = $2,000 a day
• One month of work = $60,000

11. 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.

12. Any questions?