Jersey Mike's Subs promotes online without coupons, giveaways or freebies. They don't speak to their customers, they talk with their community. This year at GLOW, we worked with Jersey Mike's to take the page from less than 1,000 people "talking about this" with very little strategy, to an increase of nearly 1,000%, a lasting strategy, and an increase in their base level of engagement. Prior to 2012, they had never built an app to provide their community with extra content. In 2012, four effective apps were built, all of which focus on their core value of giving to charity and back to their community. They are on track to raise $1,000,000+ for charity before the 2013 spring is over thanks to their new, efficiently engaged audience. At GLOW, we pride ourselves on being game changers and sandwich eaters. In Jersey Mike's Subs we found our muse - a hand made, home grown, delicious place with full Jersey goodness, but the Jersey shore subs we loved were a too-well kept secret, so they challenged us to spread the love (and grab a ton of new fans). We believe the best way to grow a set of fans is to fully engage the ones we already have. Through smart content strategy we ignited the current fans to react to our posts, thereby reaching their friends in the News Feed as we rose through Edgerank. As we increased their "people talking about this" by 1,000% during our charity fundraising campaign in June, we were training their internal marketing teams to more effectively engage their audience. They pledged to donate $1 to charity for every new "like" added to the page, on top of their base donation and in-store donations from customers, which the Facebook campaign also aided by driving foot traffic. This campaign helped reach a record donation amount for their annual gift to Wreaths Across America: over $218,000. Jersey Mike's fans were now an active community, connected by strong content and shared interests. So, when hurricane Sandy hit months later, the community called upon them for help. The page became a hub of info about the rebuilding of towns around the Jersey Shore, which is Jersey Mike's HQ. A community member reached out about feeding volunteers at the Shore, and subs were sent ASAP to 500 volunteers. This one Facebook message benefitted greatly from Jersey Mike's commitment to creating a first-class social experience. We are now able to say that we revolutionized the digital marketing side of Jersey Mike's, establishing new methods for success for both their internal team as well as customers, which resulted in: - Facebook "likes" up 30% - Weekly average "people talking about this" up 388% - Average weekly reach up 423% - 60,000+ "stories" during the three months of the summer (twice those generated in the six months prior) Through our thinking, work, and collaboration, GLOW was able to build a digital brand asset that will be leveraged forever, creating internal marketing efficiencies to communicate with their growing digital audience. Thanks to this, Jersey Mike's is on track to donate a record amount for their annual "Month of Giving" in March 2013: over $1,000,000.
Jersey Mike's Case Study: http://glowinteractive.com/project/jersey_mikes_ongoing_social_strategy Subs helping Hurricane Sandy volunteers: https://www.facebook.com/jerseymikes/posts/10151098737661577 Quick Service Restaurant (QSR) industry press: http://www.qsrmagazine.com/news/jersey-mikes-raises-218000-wreaths-across-america http://nrn.com/latest-headlines/hard-rock-caf-jersey-mike-s-reveal-social-media-success-tips
