Wendy's proposes a three-pronged digital strategy involving social media, internet marketing, and mobile marketing. The goals are to build credibility, gain trust, retain authenticity, and attract influencers. Challenges include competing with other fast food chains and maintaining low prices. Wendy's will increase its social media presence on platforms like Facebook and Twitter through incentives and customer input. Internet marketing will include search engine optimization and a Google Adwords campaign. A mobile app and location-based services are proposed for mobile marketing. Success will be measured by analytics tracking engagement on social platforms and videos. The proposed 2012 budget is $4.5 million.

1. Wendy’s
Digital
Strategy
“Quality is our recipe” Christine Crossman
04/16/2012

2. Wendy’s History Wendy’s Target
• Founded by Dave Audience
Thomas
• First Wendy’s opened in
1969 • North American fast-
food consumers over 16
years of age
• Key emphasis on the 18-
34 year old sweet spot

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

4. Goals: Challenges:
• All three approaches will: • Challenges Include:
• Build credibility and awareness • Competing with other fast-
• Gain trust food chains
• Retain Wendy’s authenticity • Maintaining low price points
• Attract influencers
• Create demand

5. • 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”
Social Media

6. • We propose that Wendy’s creates a
Google Adword Campaign
• Enhance Wendy’s brand with Search
Engine Optimization by choosing
detailed Keywords
• Utilize YouTube
Internet Marketing

7. • Wendy’s Smartphone
Application
• Utilize location-based
networking services
• Offer “Check-In” Specials
on Foursquare
Mobile Marketing

8. • Track number viewers on
blog and Facebook pages by
installing Google Analytics
• Track Number of:
 Facebook “Likes” and • Wendy’s currently has:
“Shares” on both the
 2.2 million “Likes” on
Wendy’s Facebook Fan
their Wendy’s Facebook
Page and the Frosty Fan
Fan page
Page
 2.3 million “Likes” on
 YouTube video views
their Frosty Facebook
 Retweets and Mentions on Fan page
Twitter
 2,633 Followers on
 +1’s on Google Plus Twitter
Measuring Success

9. • 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
Social Integration

10. • 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
Proposed Budget $