Working with the Director of Digital Content of Firehouse of America, Melissa Lee, a team of peers and I created an inter-marketing campaign for the brand. Complete with a report, visual presentation, and designed mockups of marketing materials, Mrs. Lee was happy with our work and has since implemented our tactic ideas at Firehouse. I personally designed the slideshow presentation, created the mockups and contributed to the IMC report.
Digital Media Campaign
Below is the report and presentation that breaks down our digital inter-marketing plan for Firehouse Subs. Our team did thorough brand and consumer research and examined the problems and opportunities of Firehouse Subs in order to fill a need. In this case, our goal was to maximize a new feature of the company, home delivery, in order to see better performance in college towns.
Marketing Deliverables
The landing page example to the left provides a button that has a deep link to the Firehouse Subs application. The goal is to encourage the younger demographic, particularly college aged students, to use the app to order a sub for delivery, in turn receiving a promotional price. Millennials love to get involved with brands that give back and are socially aware. Therefore, the tagline "This Sub Saves Lives" speaks to the fact that by ordering a sandwich, the consumer is helping the firefighter and first responder community. The viewer can learn to trust the brand because of the positive feedback Tweets near the bottom left of the page. Furthermore, the large image of the delicious meatball sub catches our eye and more importantly, our hungry stomachs.
​
​
​
​
Below are examples of what the landing page and the app would look like on a tablet and smartphone respectively. The third mockup is an example of an Instagram post featuring our #MyLocalHero campaign hashtag. The idea is to get millennials involved with the philanthropic aspect of the brand by featuring their friends and family who are first responders of any kind. By using this hashtag and tagging @firehousesubs, the consumer is able to engage with the brand and possibly be featured on the Instagram page of Firehouse Subs.
 |  |  |
|---|