Anthony Purich Final Project
Siužetinės Linijos Tekstas
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- AJP Marketing Agency serves to enhance the richness of our clients' brands while executing their creative vision.
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- Our Current Client
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- History of Subway
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- Subway Information
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- What is Subway known for?
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- Subway was founded in 1965 by 17-year-old Fred Deluca and his family friend Peter Puck.The company was originally named "Pete's Super Submarines" before being rebranded to "Subway" in 1972The duo founded the company as way to pay for Fred Deluca's college tuition but turned into one of the most recognizable brands worldwide.
- Mission Statement
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- Subway currently has 36,592 locations in over 100 countries.Over 26,00 of locations in the U.S. alone.Subway currently has over 5,000 employees with 17 of them serving in leadership roles.John Chidsey took over as CEO in 2019 and Subway is current owned by Roark Capital Group who brought the company in 2023.
- Market Analysis
- Fast food giants such as McDonalds, Wendys, Burger King, KFC, and Popeyes are large competitors who have less healthy options.Chains such as Starbucks, Panera, Jersey Mikes, and Chipotle are large competitors that target the same health-conscious consumers and mostly have more similar menu options.
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- Subway is fast food restaurant chain famously known for their submarine (sub) styled sandwiches.Subway allows for quick and easy sandwich customization for customers.They have a length menu with various other types of sandwiches, wraps, baked goods, and treats.
- Subway Struggles
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- Subway aims to use fresh and high-quality ingredients to deliver healthy and affordable meals to our customers.
- Recent Success
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- S.W.O.T Analysis
- WeaknessesDamaged brand reputationLacking customer trustPrices have risen
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- Subway has lost 7,000 stores since 2014 when their sales began to decline.The chain saw increasing revenue losses ever year from 2014-2021.Their brand image took a massive hit after former brand ambassador, Jared Fogle, was indicted for heinous crimes in 2015.The company discontinuing the "5-dollar foot long" also harmed their brand as it was their key marketing gimmick.Customers lost trust in the brand and lost respect for the company after the Jared scandal.
- Current Goals for Subway
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- Subway saw stores that were open for at least one year saw a 7.6% sales increase while out-performing projections by over $700 million.2023 was the second consecutive year where Subway reached their highest year sales (not revenue) total.Subway has been seeing increased brand support as customers are regaining trust in the company.
- Target Audience
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- StrengthsRecognizable brandStong financial backingGreat menu and optionsHealthy fast food option
- ThreatsCosts of ingredients increasingCompetitors adding healthy options
- OpportunityRepair brand imageincrease store foot trafficImprove online delivery Inform customers of new menu options
- Customer Persona 1
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- Subway's main objective is to increase revenueTo do this, Subway needs to reestablish their brand by regaining the lost trust of customersIncreasing online delivery orders and drawing in a younger demographicAppealing to young, health-conscious, customers is top priorityContinue enhancing the customer experience by renovating older locations while finding innovative ways to improve newer locations
- Creative Strategy
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- With this current campaign, Subway will be looking to attract young people in their 20s who are health conscious.This demographic is frequently on the move and often lacks the time or knowledge to prepare their own meals every day.Attracting a younger demographic will ensure a sustainable customer base into the future while increasing sales through word of mouth.
- Focus Group Purpose
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- "On the Go Grace"Young woman in her early-mid 20sAlways busy with work, social life, and personal life balanceDoesn't have the time or means of preparing meals every dayTech savvy, likely uses food delivery services
- Focus Group Questions
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- Our advertisements need to inform customers of every that's new with Subway recently.This includes menu items, fresher ingredients, upgraded mobile order services, and new store locationsThe ads should emphasize what will appeal to our target demographic, which is the healthy options, quick custom sandwich ordering, and the mobile order servicesYoung people like to get their food quick, often delivered to them, and are trying to eat healthier ant an increasingly high rate
- Focus Group Results
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- Focus Group Takeaways
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- Emotion/Tone
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- Main Objectives
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- Sample Online Ad
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- The advertisements should be bright, visually interesting, with a modern aestheticSubways signature green and yellow will be splattered everywhere with the Subway logo large and visibleEvery ad needs to be simple with just enough information for viewers to get the jest of our message with a quick glanceIt's important for the ads to be eye catching just enough to grab the attention of anyone who comes across it for just a few seconds
- Sample Print Ad
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- Our number one priority is to increase foot traffic on locations, with the goal of being a 10-15% increase in customers per location over the next five yearsWe also hope to drive order through mobile delivery methods. Specifically, we hope to see a 20% revenue increase from online delivery applications through the next five yearsWe would like to see more members subscribe to our rewards program as well. This would allow us to foster a deeper connection with our most loyal customers. Ideally, we would like to see a 30% increase in members over the next five years
- Conclusion
- Subway is one of the most recognizable brands in the world even through all of the mistakes and challenges they've faced over the last 10-13 yearsThe goal of this advertising campaign is to help Subway regain the brand notoriety it once had while bringing in a whole new generation of customersThese advertisements will hopefully appeal to a younger demographic while encouraging them to give Subway a shotThe brand speaks for itself. We just need to rekindle the spark that Subway once had with a fresh new campaign
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- References
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