2. Executive Summary Our proposed campaign will implement the success of Subway’s prior “Eat Fresh” campaign with a new creative design strategy that focuses on a younger demographic. By utilizing more contemporary executions in vehicles that appeal to a younger audience, the Subway brand will inevitably build an unflappable Top of Mind Awareness base with the largest growing consumer base in the nation. To accomplish this, our creative executions will be built around a concept that has become a viral phenomenon in its own right. Motivational posters have been found in classrooms, doctors offices, and workplaces for many years now, yet it was not until recently that they were revived into becoming a source of humor. The craze of “De-motivational” posters, which use outlandish images and witty, sometimes quirky captions below them, has swept the internet. High school and college students, as well as those who have graduated in the last decade have tested extremely high as being able to identify these “de-motivational” posters as a significant presence on the internet comedy venue. As a brand, Subway has always operated under the reputation of having the freshest ingredients available. As a result, our campaign will be built around this tremendous brand strength. The campaign will target consumers between the ages of 18-34, with a specific concentration on college students. To effectively reach this demographic, we have allocated a $20 million dollar budget to run a year long advertising campaign in a well-versed collection of of magazines and broadcast media.

3. Table of Contents Company History………………………………………………………………………………..3 Current Pricing…………………………………………………………………………………...4 Advertising History………………………………………………………………………………5 Brand Identity…………………………………………………………………………………….6 Market Share……………………………………………………………………………………..7 Communication Problems………………………………………………………………………8 Opportunities……………………………………………………………………………………..9 Strategic Direction……………………………………………………………………………….10 Campaign Goal…………………………………………………………………………………..11 Target Profile……………………………………………………………………………………..12 Positioning………………………………………………………………………………………...13 Creative Strategy…………………………………………………………………………………14 Creative Executions Potential for Campaign Expansion……………………………………………………………..15 Media Strategy (Print) …………………………………………………………………………...16 Media Strategy (Broadcast) ……………………………………………………………………..17 Campaign Evaluation……………………………………………………………………………..18

4. Company History Founded in 1965 as Pete’s Super Submarines, renamed Subway in 1974 Ranked America’s #1 Global Franchise 24,000 franchises in the U.S. 5,000 outside the U.S. and Canada 3

5. Current Pricing Sandwich pricing is lower than competitors that offer sub-style sandwiches Pricing is also competitive with market leaders that offer burgers and other convenience meals Amid an economic down slope, the success of Subway’s five dollar sandwich campaign has influenced a market trend towards more value based menu offerings 4

6. Advertising History The brand’s advertising strategy has always played on the perception that Subway is the healthiest fast food franchise in the market, and uses only the freshest ingredients. To supplement consumer awareness of Subway’s health conscious menu, the recent Five Dollar Foot-long campaign has brought additional attention to the brand’s affordability. 5

7. Brand Identity Subway offers a well versed menu that caters to a variety of tastes This is partly achieved through offering a larger amount of vegetable toppings than any major competitor Subway offers the ability to personalize sandwiches for every customer, every time, allowing Subway to become the favorite choice for a multitude of discerning tastes. 6

8. Market Share McDonalds and Burger King, the undisputed leaders in the industry, combine to hold a 17.8% share of the fast food market The objective of this campaign is to attack these captains of industry, and convince their frequent customers to switch to a healthier approach to fast food. 7

9. Communication Problems Advertising scope is currently too broad to reach any specific demographics effectively The slogan “Eat Fresh” describes the message of the brand very effectively, yet past creative executions have not maximized the efficiency to which the message could be relayed 8

10. Opportunities As a brand, Subway has the potential to: Keep pace with market trends and menu offerings/expansions Explore more non-traditional advertising opportunities 9

11. Strategic Direction Give new life to the ongoing “Eat Fresh” campaign in a manner that will appeal to a younger demographic Utilize a format and direction that is highly recognizable to a younger demographic Continue to promote and expand the target market’s perception of Subway as an establishment that is dedicated to the freshest ingredients Increase Top of Mind Awareness among teenagers and college students, as well as translate this benefit into a more relatable and identifiable brand identity 10

12. Campaign Goal Maintain or increase the extraordinary Top of Mind awareness created by the “Five Dollar Footlong” campaign 11

13. Target Profile Ages 18-34 Males and Females Active, on-the-go, and health conscious People that value freshness Appreciative of value and ability to customize meal to taste Consumers who value the unique approach to preparing the product: Subway sandwiches are always made in front of the customer, never behind closed doors. 12

14. Positioning Subway’s ingredients are as fresh as possible –Breads are baked fresh daily –Subway offers more ingredients than any other major competitor –Customers have the ability to personalize their sandwiches to their unique taste, every time. 13

15. Creative Strategy Appeal to customers who value their active, on-the-go, and health conscious lifestyles Ads will resemble the motivational, or “de-motivational” posters that college students are constantly exposed to. The executions will be parodies of these posters, and thus utilize humor to obtain the attention of the target audience while promoting the Subway brand identity. 14

20. Potential for Campaign Expansion Includes potential for an online caption contest Sales of ads as actual posters Will provide for high consumer involvement in the campaign, increasing TOM awareness and brand awareness 15

21. Media Strategy Magazines The following magazines were chosen because they most efficiently represent our target market –ESPN –Maxim –Rolling Stone –People –Cosmopolitan –Sports Illustrated 16

22. Media Strategy Television The following broadcast stations were chosen due to their congruency of viewership with our target market. –Spike –VH1 –MTV –Comedy Central –Cartoon Network (Adult Swim) –ABC 17

23. Campaign Evaluation The success of this campaign will be evaluated through the following indicators: Monitoring of traffic to Subway’s website throughout the duration of the campaign Participation in the “Subway Poster Caption Contest” Purchases of Subway Motivational Posters Measurement of any increase in sales during the campaign Electronic and In-Store surveys filled at the prompting of a special promotional offer for doing so 18