Subway
Subway® New Zealand was a pioneer of the Contegro® - Content Management Solution which is being used to effectively manage the flow of information between the Franchisees and Head Office within an Extranet environment. The separately designed website for smartphones targets a different audience and their needs. Take a look on your smartphone http://m.subway.co.nz
www.subway.co.nz
http://m.subway.co.nz For smartphones!
Case Study: Why Picking The Right Partner Can Pay Huge Dividends Many Times Over
As any company that aims to grow readily understands, it can’t do so unless it is prepared to ‘drive’ itself forward.
The NZ division of SUBWAY® Resturants is just such a company, always looking for new ways to improve the way it does things, both internally and in the way it markets the business and its products.
An important aspect to their successful business model has been in choosing not only the right key people, but also the right business partners and the right technology platforms.
Partnering with Labyrinth Solutions provides an excellent example of this. Using their highly intuitive and adaptive Contegro web content management system (CMS) an extranet was developed so that NZ Head Office could improve its communication and management of the large number of Franchisees throughout the country.
“Contegro with its inherent flexibility and ease of use proved completely up to the task” says Jo Reynolds, Direct Marketing Manager. “Previously we spent almost a day per week collecting and collating all the various KPI’s from the outlets nationwide. Contegro now handles this totally for us, reducing the time taken to zero – a major benefit as far as we’re concerned.”
When a strategic decision to allow NZ to have its own website (www.subway.co.nz) was made, as opposed to relying on the US based, Labyrinth was the natural choice having already proven themselves with the extranet project. “The advantage of choosing Labyrinth” says Jo, “is that we’d already come to love working with their CMS so when its use was extended to our website we didn’t have to learn a new system; Web and extranet were now fully integrated and a joy to work with” she adds.
Since then Labyrinth have been actively involved, along with other strategic partners, in several high profile online and offline marketing and sales promotions campaigns.
For example, the hugely successful ‘Live Like the Boss’ campaign, which tied in with the TV programme ‘The Apprentice’, involved people voting online and via texts for the team that made the best sandwich. Labyrinth’s part in this was to manage the collection and scoring of the votes from both sources (SMS and Online), validate a unique code against a 3rd party database and display the results in real time on the SUBWAY® website.
As Jo sums up, “The website and the interactive voting element gave us the ability to bring the campaign to life and engage customers in a way we hadn’t thought possible before. We increased our website traffic fourfold over the campaign and were extremely pleased with the overall results”.
Labyrinth was next involved in a Coke promotion involving the use of a specific landing page set up purely for the campaign. This promotion also involved working with a 3rd party provider generating unique bar codes. Labyrinth developed a way for SUBWAY® to validate these codes and to collect and rank the results on the website from both direct web entries and those submitted by texts.
Two further campaigns with Labyrinth involvement include ‘World Sandwich day” and a campaign to promote SUBWAY® Resturant’s function and business meeting catering facilities. Both of these involved the use of vouchers, with the requirement being that they needed to be trackable, uniquely generated and able to be presented just the once.
“Although these voucher campaigns do have a viral element, using unique dynamic bar codes redeemable just once, has allowed us to manage the campaign extremely effectively” says Jo.
Going forward from here? “Obviously we’ll be continuing to meet with the Labyrinth Web Strategists on a regular basis” says Jo. ”Not only are they a great technical partner to work with, they are also very forthcoming with useful strategic advice. We meet regularly with Labyrinth where they help us set realistic, yet challenging online marketing objectives. We believe that in working with Labyrinth, we’ll continue to be innovative with our online marketing, allowing Subway to go from strength to strength.