BUZZ IS OUR BUSINESS In nature, a beehive thrives when all elements are in harmony. Each member, while having a unique role, works together to create and build something bigger than itself. The strength of the individual and the power of the team together produce a beautiful symmetry. At Hive, we pride ourselves on collaboration and specialization. We come together as strategists, creatives and thinkers to make something bigger than ourselves. We are an integrated marketing agency driven by the need to create symmetry and build harmony between our clients and the communities they serve. Founded in 2018, we proudly call Madison, Wisconsin home. Our solutions address the needs of our clients and are structured to deliver engagement and recognition.
We are Hive. Buzz is our business.
RESEARCH DIRECTOR Catherine Peterson
ACCOUNT DIRECTOR Jason Junod
MEDIA DIRECTOR Mickey Zhu
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CREATIVE DIRECTOR Tara Roach
PR & PROMOTIONS DIRECTOR Nikki Schuster
CREATIVE DIRECTOR Nicole Shields
PR & PROMOTIONS DIRECTOR Maddie Beck
TABLE OF CONTENTS
Situational Analysis
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Campaign Strategy
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Creative Plan
Media Plan
PR & Promotions
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SITUATION ANALYSIS
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SITUATION ANALYSIS
CLIENT BACKGROUND Founded Atlanta, Georgia 1967
Headquarters Atlanta, Georgia
Chairman Dan Cathy (son of founder Truett Cathy, pictured left)
Corporate Purpose “To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come into contact with Chick-fil-A.”
History: In 1946, Truett Cathy started his family business when he opened the “Dwarf House” in Atlanta, Georgia. Cathy created the recipe for Chick-fil-A’s famous original chicken sandwich in 1964. Shortly after, he officially founded Chick-fil-A and opened its first restaurant in a mall in 1967. The “two pickles on a toasted bun” recipe is the same original chicken sandwich sold in Chick-fil-A restaurants today. In addition to the famous chicken sandwich, the chain serves a variety of sandwiches, wraps, chicken strips and nuggets, breakfasts items, milkshakes and iced tea. (1) The first free-standing Chick-fil-A opened in 1984 in Atlanta, Georgia. Today, there are more than 2,100 locations in 46 states spanning from Los Angeles to New York City. The company continues to grow and open new locations each week. (1) Recently, Chick-fil-A became the number one fast food restaurant in the chicken segment when it surpassed KFC. (2) Currently, Chick-fil-A makes up 3.3 percent of the fast food market share. (3) Unlike most fast food or quick-service restaurants, Chick-fil-A restaurants do not open on Sundays. This has been a policy of the company since Truett Cathy opened the Dwarf House in 1946. (1) Cathy would justify this decision, saying it allowed employees to take a day to spend time with family or if they chose to, attend worship. Chick-fil-A was built upon Cathy’s Christian values and he credited these values for his company’s success. (4) The Cathy family still privately owns and runs Chick-fil-A. (1)
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SITUATION ANALYSIS
INDUSTRY TRENDS The fast food industry experienced steady growth over the five years leading up to 2017 with an annual growth rate of 1.6%. (5) The industry is currently in its mature stage and has low barriers to entry. (6) The chicken segment makes up 10% of the fast food restaurants market. (7)
Healthy Options Consumers are now more aware of the health issues associated with eating fast food products that are high in fats and sugars. Because of this, many fast food chains have updated their menus to include less unhealthy, processed foods. This shift towards healthier options has helped increase demand within the fast food industry over the past few years. (5) Chicken items have become a trend on menus due to chicken’s low cost as well as the fact that it is a healthier option than beef for many consumers. (8) In addition to chicken items, other alternatives to red meat such as pasta and salads have been added to many fast food menus. (9)
Breakfast Menus Breakfast items at fast food restaurants are popular with consumers due to convenience and low cost. Menus feature items such as breakfast sandwiches, hashbrowns, juices and coffee products. Convenient, low-cost coffee items, especially specialty beverages such as lattes and cappuccinos, allow fast food restaurants to compete with high quality coffee chains such as Starbucks. (10)
New Technology The fast food industry is experiencing a moderate rate of technological change despite being an industry that relies heavily on human capital. (9) Mobile apps for fast food restaurants have become increasingly popular as they often increase convenience for the consumer. Many apps allow users to have access to exclusive in-app offers, to order food from their phones and/or earn points and rewards by making purchases.
COMPETITIVE ANALYSIS Chick-fil-A is currently the number one quick service restaurant in the chicken segment followed by its competitors, Kentucky Fried Chicken and Popeyes Louisiana Chicken. (13) In a 2017 study by Market Force ranking quick service restaurants in areas such as staff friendliness, food quality and speed of service, Chick-fil-A greatly outranked its competitors in every category. (14) Other competitors of Chick-fil-A that are not in the chicken segment include Panera Bread and Culver’s.
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SITUATION ANALYSIS Kentucky Fried Chicken Kentucky Fried Chicken (KFC) is currently owned by YUM! Brands, which holds 8.4% of the fast food market share. (15) KFC serves an assortment of fried chicken items and often serves chicken in a large “bucket.” The menu also features a number of popular sides including macaroni and cheese, mashed potatoes and biscuits. (16) According to Simmons Oneview, a consumer database, KFC is most popular in the South, similar to Chick-fil-A. However, it still has a large presence in the West, Midwest, and East. KFC is popular among the 18 – 24-year-old age group but also does an excellent job reaching older generations, especially those aged 55 – 69. Middle and lower income households are a large consumer segment for KFC. Consumers with household incomes ranging from $20,000 to $60,000 are most likely to eat at KFC most often.
Popeyes Louisiana Kitchen Popeyes was bought by Restaurant Brands International in 2017 and is the number three quick service restaurant in the chicken segment. The restaurant has a New Orleans inspired menu and serves an assortment of chicken items, shrimp and other regional items. (17) According to Simmons Oneview, consumers who eat at Chick-fil-A most often are 24 percent more likely to also eat at Popeyes. The company started in Louisiana and consumers in the South are more likely to eat at Popeyes most often than those in other regions. However, Popeyes still has a presence in all other regions of the United States. Lower income households are likely to eat at Popeyes, especially those households who earn $15,000 to $30,000 a year.
Panera Bread Panera is a chain of quick service “bakery-cafes.” It features a number of baked goods, soups, salads, sandwiches, pastas and espresso drinks. The company prides itself on serving “food as it should be” with a transparent menu and “clean” food. It was the first national restaurant to display menu items’ calorie information directly on the menu boards. (18) The first Panera opened in Missouri in 1987 and a large amount of its primary consumers are located in the South. However, most of Panera’s popularity is located in the Midwest and Northeast. With a relatively high priced menu, Panera is most popular among consumers with a yearly household income of more than $100,000, according to Simmons Oneview.
Culver’s Culver’s is another family-owned company that makes hospitality a priority in its restaurants. The menu was built on the company’s supper club roots and features fish sandwiches, salads and Wisconsin cheese curds in addition to its famous ButterBurgers and Fresh Frozen Custard.
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SITUATION ANALYSIS Competitor Comparison
CONSUMER ANALYSIS Age: Consumers that are 18 to 30 years old make up approximately 40% of Chick-fil-A’s consumers. Specifically, consumers aged 18 to 24 years are 51% more likely to eat at Chick-fil-A most often and consumers aged 25 to 29 years are 20% more likely. Consumers in their thirties are about 10% more likely to eat at Chick-fil-A and make up 20% of consumers who eat at Chick-fil-A most often.
Geographics: Chick-fil-A is most popular among consumers in its home-base, the South. Southern consumers make up 73% of consumers who eat at Chick-fil-A most often. Other regions of the U.S. are no match to the large segment of Chick-fil-A consumers in the South. Only 13% of consumers who eat at Chick-fil-A most often are from the West, while 9% are from the Midwest and 6% are from the Northeast. However, as Chick-fil-A restaurants continue to open throughout the United States, the popularity of Chick-fil-A among these segments has the potential to shift.
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SITUATION ANALYSIS Yearly Household Income: While consumers with yearly household incomes above $100,000 are most likely to be Chick-fil-A consumers, middle income consumers are also a large segment of consumers. $250,000 to $499,999 $150,000 to $249,999 $100,000 to $149,999
64% more likely 33% more likely 35% more likely
$60,000 to $74,999 $60,000 to $74,999
10% more likely 13% more likely
Occupation: Consumers are more than 30% more likely to eat at Chick-fil-A most often if they work in management/business and financial operations, professional/technical, sales, legal/education and training fields, and 46% more likely if they work in healthcare
Education:
Political Views:
Consumers are more likely to eat at Chick-fil-A most often if they attended at least one year of college and are most likely to eat at Chick-fil-A most often if they graduated college or more.
Middle of the road, somewhat conservative, and very conservative consumers make up 80% of consumers who eat at Chick-fil-A most often.
Health Consciousness:
Other Psychographics
Of consumers who eat at Chick-fil-A most often: ● 39% believe they have a healthy diet ● 40% like to know as much as possible about ingredients before buying food ● 38% believe due to their busy lifestyle they don’t take care of themselves as well as they should ● 38% feel guilty eating fattening foods ● In a survey deployed by Hive, 25% of respondents agreed that Chick-fil-A is a healthy alternative to other fast food restaurants.
Of consumers who eat at Chick-fil-A most often: ● 88% enjoy spending time with family. ● 74% willing to volunteer time for a good cause. ● 71% believe it is important to respect traditional customs and beliefs. ● 60% find it important to attend religious services. ● 51% often indulge their children with little extras. Consumers who work at least one hour a week are more likely to eat at Chick-fil-A. The busiest consu mers who work more than 50 hours a week are 51% more likely to eat at Chick-fil-A most often.
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SITUATION ANALYSIS View of fast food restaurants: An overwhelming majority of consumers agree that quick service restaurants are the best option when they are short on time. (21) This fact holds true for Chick-fil-A consumers. Additionally, of those who eat at Chick-fil-A most often, 35% believe fast food is all junk and 62% like the trend towards healthier fast food options.
Remarks: It is important that the following is noted about the target consumer segments: ● While 57% of Chick-fil-A consumers are parents, this is still a very even mix of parents versus non-parents. ● Similarly, females make up 57% of Chick-fil-A’s consumers but males are also a large portion making up 43% Chick-fil-A has made an effort to create a balanced menu that would appeal to both genders. (21) ● In a survey deployed by Hive, 50% of respondents were unaware that Chick-fil-A offers catering services. ● Only 10% of Hive’s survey respondents agree that Chick-fil-A plays an active role in their community.
BRAND ANALYSIS Chick-fil-A is located predominantly south of Wisconsin and east of Kansas with the exception of Texas (Appendix A), with a total of 2,100 locations. (1) While having similarities to its direct fast-food and quick-service restaurant competitors, namely KFC, Popeyes and Panera, Chick-fil-A has maintained control of its reputation and has worked to improve it. Chick-fil-A methodically expanded from its original southeastern roots, with its unique Restaurant Operator model. This model lets Chickfil-A own each location, and pay a high salary to the operator who exclusively runs it. Each year, the company receives thousands of applications to run one of their restaurants, and their acceptance rate is notably less than any Ivy League University. (22) Specifically, this lets the company employ excellent workers without the bitter relations that franchise owners often have with their corporate parent. The brand has gone great lengths to be unlike the large corporation that it has become. Not only is it one of the largest privately held companies in the country, but it continues to close on Sundays as a matter of family time. Even more, the employees do not seem like traditional high-churn and expendable fast food industry workers. They appear to be genuinely happy to be at work and provide unparalleled customer service – a rarity in the industry. Specific customer service includes bringing the tray to your table, offering refills table-side, letting customers sample sauces, offering a double drive-thru, putting two workers at the drive-thru window instead of one and the infamous “My pleasure” employee motto. (23)
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SITUATION ANALYSIS Brand Analysis – continued The company has also not engaged in pricing wars with traditional fast food players. They do not have a dollar menu or discounted menu, nor are there ongoing deals. While the company does allow its operators to offer deals per their discretion, the company has mainly focused on offering a strong value return for its food. (23) In other words: quality over quantity. Coupled with the company›s strong ties to the community by offering family nights and sponsoring local sports teams, Chick-fil-A strives to not be seen as your typical cheap fast food restaurant, but rather a beacon within the community. Consumers have been extremely receptive to this message, as Mintel data shows Chick-fil-A sees high passion scores from consumers.
MEDIA USAGE ANALYSIS Social Media and Digital Media Chick-fil-A’s website provides links to the company’s accounts on the following social media platforms:
Consumers who use the internet to make purchases or browse online, search for restaurant reviews or reservations, look up directions or maps or search for real estate listings are likely to eat at Chick-fil-A as well.
Print Media Daily newspapers and weekend newspapers each reach about a third of consumers who eat at Chick-fil-A most often. Additionally, 66% of Chick-fil-A consumers read magazines, especially home and home services, women’s, sports and metropolitan/region/state magazines. Magazines that will reach a large number of Chick-fil-A consumers include Family Circle, Good Housekeeping, Southern Living, Better Homes and Gardens, People and Parade Magazine.
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SITUATION ANALYSIS Cable TV Analysis Consumers who eat at Chick-fil-A most often are more likely to be watching the following cable TV channels and shows: HGTV (33% more likely), Fox News Channel (30% more likely), ESPN (29% more likely) and TBS (25% more likely).
CREATIVE ANALYSIS Creative Campaigns Chick-fil-A is widely known for its “Eat Mor Chikin” campaign, created by The Richards Group in 1995. (24) The simple campaign focuses on the basis of cows advertising that people “Eat Mor Chikin.” At the time, Chick-fil-A was looking to expand and compete against larger burger places. They devised the “Eat Mor Chikin” idea and their billboards included 3D cows in various positions, painting silly messages in a desperate message for people to eat chicken instead. Phrasing included ploys such as “Beef puts u 2 sleep”, “Roses are red Violets are blue Eat mor chikin. Moo.” and “All roads leed to chikin”, among many others. Chick-fil-A expanded the cows’ campaign onto other platforms including TV ads and a multitude of innovative forms: a calendar, a cow car, Twitter, Facebook and Instagram accounts ran by the cows, a “Cow Day”, dancing cows, a plush cow, radio advertisements and more. (25) 23 years later the cows are still prominent in Chick-fil-A’s advertising repertoire. In 2007, the campaign was added to the Advertising Walk of Fame. (26) Chick-fil-A has also generated interest in its brand through its role in the Chick-fil-A Peach Bowl. This event has generated brand visibility for the company in a lucrative demographic since Chick-fil-A became the first-ever sponsor of the bowl game in 1996. As a regional brand based in Atlanta, the sponsorship of the Peach Bowl was a natural geographic connection but helped increase brand recognition in a national view. Using college football, Chick-fil-A also builds a connection to their brand with avid fans. A tactic of emotional connection is used in their latest “Make Someone’s Day With Chick-fil-A” advertisement. Although only one spot has been released, the one minute and 20 second long video depicts people receiving Chick-fil-A gift cards to make someone’s day, and these people explain why they want to make that person’s day. (27) It’s a heartwarming concept, and an example of Chick-fil-A’s community-oriented focus. In a push to promote their breakfast services, Chick-fil-A’s 2016 “Chicken for Breakfast. It’s not as crazy as you think.” campaign utilized infamous innovators who were originally thought to be “crazy,” such as Beethoven, Michelangelo, Susan B. Anthony, Alexander Graham Bell, Thomas Edison and Amelia Earhart to convey the message. These characters present their feats in a funny manner with modern twists, such as Alexander Graham Bell texting and using abbreviations such as “lol” and “smh.” (28) The ads end with a clear graphic of coffee, fruit and the Egg White Grill, making Chick-fil-A breakfast the last impression.
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SITUATION ANALYSIS Culver’s One of the latest campaigns from Culver’s aligns strongly with the concept of finding real people with real stories, similar to many of Chick-fil-A’s projects. In the “Custard Heroes” campaign, Culver’s celebrates three community changers who were nominated by Culver’s guests for being a positive force or local hero in their communities and posted videos about them. (30) The end of the videos depicted celebrations with concrete mixers, under the terminology from the website “To Them We Raise Our Concrete Mixers.”
Kentucky Fried Chicken Kentucky Fried Chicken’s brand advertising features well-known characterization, similar to Chick-fil-A’s cows, in the form of Colonel Sanders. Colonel Sanders is known for the red striped bucket, the secret recipe and the phrase “Finger Lickin’ Good.” (31) In response to Chick-fil-A surpassing KFC as the number one chicken chain in the U.S., their recent campaigns aim to revive Colonel Sanders’ fame and the concept of the character. In a constantly evolving campaign, they have hired a multitude of famous people to play Colonel Sanders in their commercials, beginning with ex-Saturday Night Live comic Darrell Hammond. (32)
Panera Bread Panera has focused on the freshness of its foods since the launch of its “Food As It Should Be” campaign in 2014 from Anomaly. (33) Panera announced its goal to remove artificial additives from every menu item. Over the next several years, it rolled out its “100% clean” menu with digital content, billboards, radio advertisements and TV spots. (34) The advertisements emphasize the simplicity of good, clean food with bright produce and light-filled scenes.The campaign emphasizes brand values and speaks to a larger industry trend towards freshness, a sentiment that Chick-fil-A echoed in its own “Behind the Menu” campaign from ad agency Moxie. (29)
Popeyes Louisiana Kitchen Popeyes is known in the past for their “Louisiana, fast” slogan which was launched in 2008 alongside a new title “Popeyes Louisiana Kitchen.” (36) Popeyes wanted to focus on its Louisiana roots in its image overhaul and created a chain spokeswoman, “Annie.” Through associating its food with Annie’s strong Louisiana accent and reassuring voice in TV spots, Popeyes found a connection with consumers and saw five years of reported growth. (35)
PUBLIC OPINION AND STAKEHOLDER ANALYSIS PR Crisis 2012: When chief operating officer of Chick-fil-A Dan T. Cathy publicly made statements opposing same-sex marriage in June 2012, controversy arose all over the country. On The Ken Coleman Show he stated, “I think we are inviting God’s judgment on our nation when we shake our fist at Him and say, ‘we know better than you as
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SITUATION ANALYSIS PR Crisis 2012 – continued: to what constitutes a marriage.’ I pray God’s mercy on our generation that has such a prideful, arrogant attitude to think that we have the audacity to define what marriage is about.”(37) Many of Chick-fil-A stakeholders were infuriated by the comments. Customers who supported same-sex marriage and felt a loyalty to Chick-fil-A prior to Cathy’s comments were taken aback. Riots and protests arose in the LGBTQ community around the country at Chick-fil-A restaurants.
PR Trends: Since May 2017, healthy side options and customizable menu options remain priority for quick service customers. Chick-fil-A has made an effort to increase the selection of kid-friendly dishes with healthy options. These “kid-friendly dishes” remain a driving factor for QSRs with 72% of consumers agreeing that they have a great option for kids. Chick-fil-A is working to have a balance for kids meals and offer options of three sides, including applesauce, waffle potato fries or fruit cup. Grilled chicken can also be a substitute for fried chicken nuggets. This is not limited to solely kids dishes, as according to Mintel’s Healthy Dining Trends of 2017, 48% of consumers would be encouraged to try a dish with the all-natural claim. This shows that healthy food is no longer perceived simply because of the amount of calories and fat in the meal but rather by real ingredients. Even more, fast food restaurants are leaning on ready to drink, or RTD, retail beverage options for kids’ menus, such as Chick-fil-A offering Honest brand juice boxes. Looking beyond kids’ options, fast food operators could look to add more RTD beverage options from retail to provide consumers with an increased selection of healthy RTD beverages.
Chick-fil-A’s Social Media: Chick-fil-A has 911,000 followers on Instagram and 903,000 followers on Twitter, earning them the ranks as the overall favorite brand on 2015 on social media by Engagement Labs. Their success can be attributed to their dedication for their customers, engaging with them on social media with promotions and listening to their thoughts. Chick-fil-A’s “Behind the Menu” campaign uses Facebook and Instagram to to demonstrate transparency and emphasize the quality of their products. Each post examines the fresh ingredients in its menu items and appeals to overall industry trends focusing on health in quick service food offerings. (29) Chick-fil-A’s Twitter account engages their customers by tweeting funny captions and memes such as funny pictures about them being closed on Sundays. The storied “cows” of Chick-fil-A also have adopted their own Twitter handle.
Competitors’ Social Media: Kentucky Fried Chicken is the top competitor for Chick-fil-A in the fast food chicken industry. KFC tries to humanize its social media accounts for millenials, focusing on humor and creativity. The company’s Instagram account has a total of 1.2 million followers. Popeyes Louisiana Kitchen is another competitor in the quick service restaurant industry, who try to show off their New Orleans heritage focusing on authenticity of their chicken. The com-
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SITUATION ANALYSIS Competitors’ Social Media – continued: pany is similar to Chick-fil-A in that it tries to engage their customers, giving them an input in the brand through social media. Culvers is a quick service burger chain, which uses its “Welcome to Delicious” story across their social media platforms. They are active on Facebook, Twitter, YouTube, FourSquare and Google+ to promote their restaurant and emphasize photos that show enticing food in order to bring in potential new customers. (38) Panera, a bakery-cafe chain, is a competitor to Chick-fil-A in the Quick Service Restaurant Industry focusing on healthy options. They encourage and incentivize their customers to share their stories on social media and post about giveaways.
Major Stakeholders i. Chick-fil-A Corporation The main stakeholders for Chick-fil-A are the Cathy family, customers and employees. Chick-fil-A believes the community is part of the company and makes it their mission to get involved with and satisfy those surrounding their brand. It has a continuous history of positive sales growth and operates the Chick-fil-A foundation, which supports children’s education, entrepreneurship and leadership. Chick-fil-A values customer service satisfaction and has seen 49 consecutive years of sales growth. ii. Chicken Production Chick-fil-A gets its products from farms all across the United States and makes sure its food is 100% real and in accordance with the Animal Wellbeing Standards. Restaurants in the western half of the United States gets their food supply from Cashmere, Washington. The eastern half gets some of its products from farms in western New York. Farms in California and Arizona are major sources for Chick-fil-A to obtain its lettuce, cabbage, and broccoli. iii. Employees Founder of Chick-fil-A, Truett Cathy, has always made an effort to have a positive influence on his thousands of employees. Focusing on teenagers, he selects and coaches his owners to create an enjoyable work atmosphere. He has also established a college program for his employees to have the opportunity to attend college since he did not. iv. Consumers According to Morning Consult, “consumers view Chick-fil-A as having higher-quality food, better customer service and happier employees than similar fast-food restaurants, elevating positive perceptions of its community impact.” (39) This shows that attributes matter more to the younger population and millennials compared to the older consumers. Millennials still view many other fast food brands more negatively than they do Chick-fil-A. Since most of the company’s restaurants are in the South, where conservative Christian values are more prevalent, many of Chick-fil-A’s consumers remain loyalto the brand. Additionally, Chick-fil-A created low calorie meals in order to appeal to health-conscious customers. (40)
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SITUATION ANALYSIS
SWOT ANALYSIS Strengths
Weaknesses
Opportunities
Threats
Reputation of friendly customer service
Controversy surrounding religious and political values
Involvement in bi-partisan Christian charitable efforts and events
Changing social values and beliefs of Americans
Holds notable percentage of market share in its industry
Not as popular among lower income brackets
Explain health benefits of choosing chicken over red meat
Cheaper competitor offerings
National brand visibility
Push for “all-natural” products
KEY INSIGHTS AND IMPLICATIONS 1. Controversies surrounding family’s beliefs ● National attention drawn from anti-gay comments made by the leadership lead to riots and protests. ● Donations made by the company to Christian organizations. ● Closed on Sundays. Implications: While a large portion of Chick-fil-A’s consumers agree with the company’s values, controversial beliefs can hinder growth of the company in new regions of the United States. The company must work to improve relations and encourage dialogue with affected consumers.
2. Lacking consumer loyalty in certain regions of the United States ● Overwhelming majority of consumers who eat at Chick-fil-A most often are from the South. ● Competitors have a more even spread of loyalty in other regions. Implications: As Chick-fil-A continues to open restaurants in the Midwest, West and Northeast, the company must work to increase consumer loyalty with those in the area.
3. Growing awareness of health implications ● Restaurants in the fast food industry are pushing to expand menus to offer healthier choices. ● Consumers are drawn to all-natural products. ● Chicken is a healthy alternative to red meat products. Implications: Chick-fil-A already has an advantage as it features chicken products. The company should use this to create an image as a healthy fast food option.
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CAMPAIGN STRATEGY
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CAMPAIGN STRATEGY
OBJECTIVES Based on extensive demographic and psychographics research through the Simmons database, content analysis on social media, news articles, content analysis on social media, news articles, the Chick-fil-A website, and previous advertising efforts, Hive has determined Chick-fil-A’s future success is dependent on its ability to emphasize its role in each restaurant’s local community. As competition in the quick service industry will only intensify in the future, this key differentiation must be meticulously strategized, crafted, created, and executed on to continue Chick-fil-A’s dominance in the industry. Thus, from here on out in the campaign strategy, unless explicitly referred to by its name, it will be referred to as a “partnership” in lieu of “business”, “company”, “operation” or other such name. Customers will be referred to as customer-partners, and employees will be referred to as employee-partners, as this vocabulary emphasizes the role in the community that Chick-fil-A plays.
1. Emphasize Chick-fil-A’s Longevity in the Lives of its Customer-Partners Chick-fil-A hopes to be viewed as the “home away from home” for its customer-partners. Chick-fil-A can be in the hospital room as comfort food for the mom who just gave birth to her first child, and Chick-fil-A can be served at the high school graduation party for that same child almost two decades later. This positioning in the market is critical as the partnership continues to grow nationwide and potentially overseas. The partnership must negate its large size, high revenues, and increasingly corporate perception. (2)
2. Emphasize Chick-fil-A’s Role in the Community The partnership treats its local employee-partners with respect, dignity, and honor, and it will never stray away from doing so. Chickfil-A works to make a growing culture that invests in the people rather than just creating a regular restaurant. Chick-fil-A invests in giving their employee-partners and their consumer-partners an experience that makes everyone involved in the process comfortable. The partnership will continue to do its best to serve healthier food options in a friendly environment while always exceeding the standards of its customer-partners.
KEY PERFORMANCE INDICATORS (KPIs) 1. Increase Chick-fil-A’s brand perception by 2.5% Not only must the partnership significantly increase its perception it new markets, it also must hold its highly positive perception in its main markets. The partnerships recent foray into the New York City market and its uphill battle of fighting public perception is a key example of the necessity of this KPI. To accomplish this goal, we will monitor our brand perception with a digital sentiment tool. After establishing a baseline, we will create our targeted brand perception metric.
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CAMPAIGN STRATEGY 2. Increase sales by 5% To accomplish our sales goal, we will focus on primarily increasing our catering sales. Customer-partners must increasingly view Chick-fil-A as more than just a place to eat food. It is a partnership that welcomes them to integrate its products into their lives. This will guide our catering strategy, as we envision building loyalty with our primary target Bill by being there for every important milestone in his family’s life. These can include major events from his newborn child’s gender reveal to their high school graduation party. Chick-fil-A will also be there for the smaller ones, like their daddy-daughter dance and a post-win meal for his son’s soccer team. Of course, with the help of catering, this could be accomplished on or off the field.
TARGET MARKETS Bill and Abigail were chosen as our primary and secondary audiences from data obtained from Simmons. The data showed that each target was statistically more likely to dine at Chick-fil-A than other consumers, and featured the specific attributes detailed below. In addition, each audience could benefit from Chick-fil-A catering. Bill can host a large family event with ease, while Abigail can use Chick-fil-A for a group event at school.
Primary: Meet Bill Jones and his family! (1) Bill Jones is an upper middle class husband and father. He currently resides in suburbia in the Southern part of the United States with the rest of his family. While Bill is 38 (quickly approaching 40!), he is proud of his accomplishments thus far. Bill is African-American, graduated college with a bachelor’s degree, and works in the sales industry as a commercial insurance salesman. His high number of clients and sizable commissions have afforded him the salary that he believes he deserves. He typically works over 50 hours a week and earns an annual salary of $150,000. He believes he has achieved this from treating his clients with respect, dignity, and acting timely on their needs. Bill is not rich beyond his wildest dreams, but still comfortably above the national average. He is proud that he has the opportunity to provide for his family. He is seen as relatable to most and lives within his means. He has planned for his future and for his children, as he has college savings accounts, makes timely 401(k) contributions and emergency funds to show for it. His kids can afford the latest gadgets and clothes, but do not flaunt luxury brands such as Versace or Gucci. Rather, they shop at the discount department store Marshalls and at popular retailers such as American Eagle and Dick’s Sporting Goods. He does not consider his
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CAMPAIGN STRATEGY Primary: Meet Bill Jones and his family! (1) – continued kids spoiled, but sees them as typical American kids. Bill would label himself somewhere between “somewhat conservative” and “very conservative.” Bill loves Chick-fil-A, as he likes the trend towards healthy food becoming available in the quick service industry. He also likes how the industry can cater to his busy lifestyle. Between work and taking care of the family, Bill is always on the move! Bill is prideful of his career and providing for his loved ones.He would prefer his wife to stay at home to care for the family. He also likes having family dinners at home when possible, goes to the church on Sunday, and is known to be a family man (ask him about his BBQ skills!). To him, it is important to respect traditional customs and beliefs. He likes to instill this thinking into his children as well. In his spare time, he likes keeping up with his community online by posting content, as well as browsing the internet, as Bill is “in with the times.” Further, he enjoys volunteering in his local community, and is willing to make time (no matter how busy he may be!) to set an example for others to follow.
Secondary: Meet Abigail! (1) Abigail is white, 21, on track to obtain her bachelor’s degree, and lives in the Southern part of the United States. She comes from a middle class family who makes $65,000 a year. She is somewhat conservative and considers herself a typical southern belle. She believes that she can’t take care of herself as well as she should because of her busy schedule, so she likes how Chick-fil-A can fit into her fast-paced lifestyle. Between juggling her club, volunteer, academic and social commitments, she feels like she can barely breathe sometimes! She often skips breakfast and believes lunch is the most important meal of the day. Abigail is a self-proclaimed reality TV junkie and loves celebrity gossip. She has watched Keeping up with the Kardashians for what feels like an eternity. Abigail has a very active social media presence. She has been active on Instagram and Snapchat since they first came out.
COMPETITIVE ADVANTAGES Chick-fil-A has three main advantages over its competition: quality and simplicity, customer service, and health
i. Quality and Simplicity Chick-fil-A offers a higher quality product than any of its competitors, as it goes to great lengths to ensure each product served meets its high standards before it leaves the kitchen. In addition, Chick-fil-A never goes to great lengths to offer special products, as it sticks to what it knows best. For instance, its fried chicken sandwich has never changed since the partnership’s founding: a battered deep-fried chicken breast, two pickle chips, a bun,
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CAMPAIGN STRATEGY i. Quality and Simplicity – continued and a sauce of the customer-partner’s choosing. The all-white chicken breast does not contain any hormones or artificial fillers. Customer-partners can trust that nothing below that standard will ever be served. Further, the chicken is hand-breaded in the kitchen daily. Chick-fil-A’s produce is fresh and is also prepared directly in its kitchen daily, with fresh salads chopped several times each day. The partnership’s philosophy is perhaps best exemplified by its classic lemonade recipe: pure cane sugar, freshly squeezed lemons, and water. (3) The simplicity and high quality of its products is the number one competitive advantage Chick-fil-A offers. Its competitors sacrifice quality to offer extensive menus that suffer from a lack of focus on particular products. For example, the Wisconsin-based restaurant Culver’s sells fish, chicken, pork, and beef products. (7) Culver’s is known for having customers move forward in the drive-thru, making customers wait for their food. The menu’s extensiveness contributes to its lack of timeliness compared to Chick-fil-A. Have you ever been asked to move forward at Chick-fil-A?
ii. Customer Service The partnership has unparalleled customer service for almost any industry. This is especially noteworthy, considering it holds a niche in the quick service industry, which is notorious for its poor customer service. Specifically, Chick-fil-A brings the tray to the customer-partner’s table, offers refills table-side, lets customer-partners sample sauces, offers a double drive-thru with two lanes instead of one, puts two employee-partners at the drive-thru window instead of one, and prides itself on the infamous employee-partner motto, “My pleasure.” (4) These tactics set the partnership apart from its competition, and provide an extreme competitive advantage over the “get in and get out” nature of most quick-service restaurants. Have you ever had a McDonald’s employee offer you a refill?
iii. Health The partnership’s competitive advantage in health is rooted in two aspects: nutritional and environmental health. Nutrition-wise, chicken is a healthier optionthan beef, a prominent menu offering for its primary beef competitors Culver’s and McDonald’s). Its grilled chicken offerings, including its sandwiches, salads, and pieces, are better
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CAMPAIGN STRATEGY iii. Health – continued for you than fried chicken alternatives, as KFC and Popeyes Louisiana Kitchen sell a vast majority of exclusively fried chicken offerings. (6) Secondly, chicken is significantly better for the environment than beef, as beef uses 11 times more water, 28 times the amount of land, and 6 times the amount of nitrogen fertilizer. (5) By eating at Chick-fil-A, customer-partners can be assured that the partnership is significantly ahead of its competition in terms of health. To illustrate this point, would you prefer to eat a salad from Chick-fil-A or McDonald’s?
STRATEGY Slogan and Messaging: Our messaging strategy will center around evoking the emotional feelings of what it feels like to be home, both physically and within one’s community. Our slogan encapsulates this sentiment with “Join Together, Share Anywhere”, alongside our tagline, “With you for every step of the way.” Further, specific words used throughout our messaging will include “together,” “warm,” “welcome,” “harmony,” and “comfort.” When the customer-partner is exposed to these sentiments, they will understand that Chick-fil-A is not just any quick-service restaurant, but one that is there for them and even more importantly, those who they care about most.
USP: Chick-fil-A offers high-quality, dependable, and healthy catering services – always with a smile – to allow its customer-partners to truly gather and share anywhere at any time.
Positioning: Chick-fil-A will be positioned in the market as a unique catering service that truly offers it all: it is dependable, high-quality, and certainly delicious. The food will never be changed from its original, time-honored recipes, and will come out right at all times. Quality is prioritized over speed, but its service is respected, reliable, quick and never disappoints. The turnaround for all catering orders can be as short as a few hours, a rarity in the catering industry. The partnership also provides a great value return for its consumer-partners, as the food will be affordable for large groups in addition to always having its unbeatable customer service. Chick-fil-A will offer to set up, serve, and clean up the entire catered meal at no additional cost.
DEPENDABLE, HIGH-QUALITY, DELICIOUS
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CAMPAIGN STRATEGY Branding: While the above are the main tenets of Chick-fil-A’s current market positioning, it has also unintentionally branded its food as politically polarizing. Looking to the future, the partnership must emphasize its wholesome, high-quality, and dependable) roots to drown out the polarization brought about by religious or political stances. After all, a chicken sandwich should not be polarizing and Chick-fil-A can truly be enjoyed by all. This is crucial to recognize as the partnership continues to expand to new regions in the domestic market. Expanding to these markets will not be easy, as these new customer-partners will only have previously been exposed to the politically polarizing facets of the brand in the news. However, the partnership’s customer service is unmatched. One visit for a first time customer-partner is all it will take to show the Chick-fil-A’s true colors.
Scope: We will be using a pulsing strategy to effectively hit our target when it is warranted most. This campaign will run throughout the year , with spikes in late August - December, as well as late May - early July. Spending time with your family is most prevalent throughout these times, as fall outdoor activities roll nicely into spending time in the winter holiday season with your family. In addition, late May - early July offers holidays and important summer time with your family. With a limited national budget, we felt it was necessary to enact such strategies. The campaign will focus specifically on local and diverse media tactics, as opposed to traditional mediums such as television, magazine, and radio. Rather than being your typical quick-service restaurant advertising to the masses, Chick-fil-A is a partnership that cares about and invests in its communities.
Timing: Our social media advertisements will run from 3 p.m. until 9 p.m. Monday through Thursday, and all-day Saturday and Sunday,. We chose these times specifically because they are when the customer-partners are most likely thinking about their family and spending time with them. All other media will run accordingly to when it is feasible to do so. The campaign will primarily run in the fall and winter, as the holiday season emphasizes family more than any other time of the year and these seasons promote gathering. Playing in the leaves, going apple-picking at the orchard, or carving pumpkins with the kids are all tried-and-true family events for the fall. Building a snowman (or igloo!), sledding, and of course hibernating from the cold indoors are classic winter pastimes for the family to enjoy. Early summer is an important time as well, as families go boating, fishing, or enjoy go for late-night ice cream runs. Combining both of these seasons together will allow our campaign to effectively hit our target market.
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CAMPAIGN STRATEGY Location: Our campaign will be a national campaign that applies to markets nationwide, even those that do not yet have an existing Chick-fil-A location. More money and attention will be spent in suburban territories rather than urban ones, as these locations are better ingrained in their respective communities. The reasoning for this strategy is that, first and foremost, a national campaign will help introduce a different Chick-fil-A to potential customer-partners that have only seen the brand as politically polarizing. Secondly, the partnership must maintain its strength in the South (where our targets are located as well), while it works to expand its sales in other regions, such as the Midwest. We will accomplish this goal specifically by promoting catering, as it is a lesser-known service that offers a significant opportunity to increase sales.
ALLOCATION i. Movie Theaters Our campaign will be a national campaign that applies to markets nationwide, even those that do not yet have an existing Chick-fil-A location. More money and attention will be spent in suburban territories rather than urban ones, as these locations are better ingrained in their respective communities. The reasoning for this strategy is that, first and foremost, a national campaign will help introduce a different Chick-fil-A to potential customer-partners that have only seen the brand as politically polarizing. Secondly, the partnership must maintain its strength in the South (where our targets are located as well), while it works to expand its sales in other regions, such as the Midwest. We will accomplish this goal specifically by promoting catering, as it is a lesser-known service that offers a significant opportunity to increase sales.
ii. Local Print We will focus on a variety of community-oriented and printbased content to effectively emphasize our support of the local community and build our catering efforts. These will include neighborhood-specific magazines, such as ones offered exclusively to large neighborhood communities or several closely situated communities. These can also include event pamphlets specific to different neighborhoods, such as an Easter egg roll at the local sports complex or for the neighborhood swim meet. We will also offer print advertisements in community school system materials, such as graduation pamphlets,
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CAMPAIGN STRATEGY ii. Local Print – continued theater show booklets, musical performance pamphlets, and Parent Teacher Organization (PTO) materials. Chick-fil-A can be catered and served at all of these events as a meal that is sure to please. The print materials will serve as a gentle reminder to customer-partners that Chick-fil-A’s catering services are easily accessible and fitting for all their local events, and it is important to advertise in these print materials to gently remind our customer-partners.
iii. Social Media Our social media campaign will be focused exclusively on Facebook, as Chick-fil-A has 7.5 million likes on the social media platform, its largest following across all social media sites. The campaign will focus on showcasing and cherishing the milestones that Chick-fil-A can be a part of. By showcasing similar families enjoying time together with images and video, it will entice our target market to envision a similar experience with their family. Unlike our movie theater advertising, it will show specific events instead of a progression of events. In addition, we will offer location-specific promotions geared to local events such as daddy-daughter dances, birthday celebrations, sport team victories, and other significant events.
iv. Community Sport Venues This strategy will center around commercials shown during timeouts and in between periods at local sport venues. Promotional guerilla tactics will be utilized as well. These can be at minor league baseball games, minor league hockey games, and at similar venues. Similar to movie theaters, community sport venues offer a place where families gather to spend time with each other, a crucial opportunity to engage with potential customer-partners. In addition, promotions on the backs of tickets or dinner-and-a game packages can be offered. Lastly, unique promotional tactics can be used to engage the crowd, such as launching mini stuffed animal cows to families in between innings.
v. Direct Mail This strategy will only focus on markets that Chick-fil-A is currently operating in, and will have cards “sent” from local employee-partners inviting the family to share a meal together at their local Chick-fil-A. These cards will be branded as holiday cards, similar to how many families will send holiday cards to the people in their life they care about most. Back-to-school and birthday cards can also be included in the campaign.
v. Television Our television campaign compromises a small piece of our overall allocation, but remains a critical component in our strategy to increase our brand perception. We intend to utilize local and national television networks to portray Chick-fil-A in a positive light, with the ultimate goal of visually showing how Chick-fil-A can be further ingrained into our customer-partners’ lives.
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CREATIVE PLAN
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CREATIVE PLAN
CAMPAIGN OVERVIEW Slogan and Tagline:
With you every step of the way.
RATIONALE What is the intended message? Chick-fil-A can be a part of your life in the big and small moments. You can use a Chick-fil-A meal to turn a moment into a memory, no matter where you are at in life. Its catering service eases the hassle of big life moments and makes each memory a little sweeter. Chick-fil-A also goes above and beyond to serve its local community, from being part of the back-to-school experience or cheering on a Little League game to supporting the troops and their families.
Who is the intended target audience? Our intended target audience is the primary target, the affluent, middle-aged family man, and his kids, the next generation of the Chick-fil-A family. The campaign features strong appeals to family, country and community, with each advertisement targeting one of these specific areas. The campaign encourages customers to “join” their loved ones and “share” special moments with them over a Chick-fil-A meal or at a catered event. These advertisements reassure the primary target that Chick-fil-A stands for the traditional American values of family and country while showing the versatility of Chick-fil-A’s products. They emphasize this versatility by showcasing a variety of occasions, from a family road trip passing through the Chick-fil-A drive-thru on the way to college to a high school graduation party highlighting their catering services. By showcasing Chick-fil-A across the stages of one’s life, from birthdays and back-to-school shopping to celebrating events big and small, this campaign appeals to the entire family. Teens who are beginning to make their own spending choices can see themselves in this campaign just as much as the older, more established customer base.
Why should the target audience pay attention? The entire family will want to be part of the Chick-fil-A experience through this campaign because of its strong emotional appeals. “Join Together, Share Anywhere” features stories of families and community events that tug at the heartstrings with an overall warm and welcoming tone. The campaign invites customers to share this love for community and family by showing them how they can create special moments with Chick-fil-A inside the restaurant, on-the-go or with its catering services. Customers will feel personally included and affected, as if their names, interests and events outside of the Chick-fil-A restaurant are valued and remembered: a service that goes far beyond Chick-fil-A’s doors.
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CREATIVE PLAN Direct Mail: Gather Greetings Gather Greetings from Chick-fil-A are a direct mail to loyalty customers, creating a stronger sense of community and celebration between Chickfil-A and all of its loyal customers. Additionally, celebrations are excellent opportunities for ChickFil-A’s catering service, which is lightly suggested in the mailing.
Local Print: Back To School This newspaper ad works as an informational resource for Chick-fil-A’s primary audience, an advertisement for Chick-fil-A’s food and a promotion of Chick-fil-A’s “Noggins 4 Nuggets” PR campaign all at once. Families can cut this out of their local newspaper and use it for back to school shopping. Placing our product and PR campaign in an advertisement that is meant to be a resource viewed multiple times will put Chick-fil-A at the forefront of families’ minds as they return to school, and the placement of the food reminds families that Chick-fil-A is there when they’re short on time during the school year, too. Additionally, when students earn the “Noggins 4 Nuggets” reward, they get a free Chick-fil-A bookmark, pictured right.
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CREATIVE PLAN Peach Bowl Snapchat Filter We will use a targeted geographic filter on Snapchat to promote the experience of the Chick-fil-A Peach Bowl. Both our primary and secondary target audiences can join in on the fun on Snapchat, as the filter will project the all-inclusive “Join and Share� message for collegiates and families alike. The filter shows Chick-fil-A out of its normal restaurant setting, showing how they can bring Chick-fil-A with them anywhere.
College Social Media Through this promoted Instagram campaign to we encourage student organizations to post a picture explaining their organization and where they would share Chick-fil-A. Groups who do this can get a first meeting catered for free, and receive future discounts. This campaign targets our secondary target audience Abigail, and shows how Chick-fil-A gives back to the community and caters, all while encouraging students to #JoinandShare.
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CREATIVE PLAN Fun the whole family can root for. #JoinandShare a memorable evening with your family cheering on the Rome Braves at our Chick-fil-A Kids’ Night! Keep an eye out for some moo-tastic prizes.
Facebook Promotion We will use Facebook to promote PR & Promotional Events including the Kids’ Night at local minor league games, posted by individual locations, and Chick for Children, a parternship with the Children’s Hospital Association. We will use the hashtag “#JoinandShare” to unify these posts and emphasize the feelings of family and unity.
Where in the world do you take your Chick-fil-A? Post a pic of you enjoying Chick-fil-A in the craziest spot you can think of! Caption it with your location and #JoinandShare to be entered to win free Chick-fil-A.
Bringing your family to the carnival means bringing the carnival to a patient at a Children’s Hospital. We’re partnering with the Children’s Hospital Assocation to support patients and their families by providing arts and crafts, painting, toys and free Chick-fil-A meals. Let’s #JoinandShare.
Movie Theater Videos Our two movie theater videos emphasize Chick-fil-A’s catering services and its ability to have an impact at any stage in life. The first depicts the special connection a deployed father and his graduating daughter can share over Chick-fil-A and showcases the benefits of utlitzing its catering services. The video also highlights the value Chick-fil-A places on recognizing service families. The second video depicts the progression of a boy’s life from childhood to going off to college. Chick-fil-A is present in moments both large and small, all the while serving as a connection to family.
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CREATIVE PLAN
“Graduation”
The morning begins in suburban Georgia. The camera pans over a wall of family photos and focuses on one with the dad in Army uniform. The daughter, Haley, is sitting down to eat breakfast with Mom in the kitchen. Her high school grad party invitations are sitting out on table.
Flash over to Dad, a U.S. soldier stationed in Iraq. A montage of the desert, tanks and life on base flashes by. It is midday and he is traveling in a truck. He gazes out the window and pulls out a faded, slightly torn invite to his daughter’s grad party and smiles.
Back to Georgia: Party prep is in full swing. Mom smiles with relief when Chick-fil-A catering arrives with plates full of food and a smile.
Back to Iraq: Dad just arrived back on base. He is getting ready to eat dinner, a bland plate of chicken tenders, in a dark, plain room. The same family photo framed on the kitchen wall is sitting on the desk next to his mug.
Back to Georgia: Family and friends gather, smiling and laughing over plates of Chick-fil-A. Haley looks at her watch and sits down with chicken nuggets and two sauce packets (Chick-fil-A Sauce and Garlic & Herb Ranch Sauce). She up the sauce packets side-by-side and opens them.
Back to Iraq: Dad pulls out his computer and sets up the screen above his plate. He FaceTimes Haley. His face is lit by the screen as they start talking, laughing and smiling. As she eats, Haley dips each nugget in the two sauces.
Dad gets knock on the door and someone hands him a package. He opens it and finds the Original sauce and Garlic & Herb Ranch sauce with a note from his Georgia Chick-fil-A congratulating Haley on graduating.
He sets up the two sauces just like Haley did and dips a chicken tender in each of the sauces. He and Haley both smile. Haley carries her phone outside and walks around so Dad can say hi to everyone.
Haley pauses at the Chick-fil-A caterer, who smiles and waves at Dad. The screen zooms out to focus on the American flag waving in the backyard. The screen fades, “Join Together, Share Anywhere” flashes on screen.
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CREATIVE PLAN “Every Step of The Way”
Grainy home video in front of a new house. A husband and wife stand next to each other on the front porch steps and the wife is 8 months pregnant. They laugh, smile and wave at the camera.
Home-video style footage in a hospital delivery room. Mom is in labor. Dad rushes in with a Chick-fil-A cup filled with ice and a Chick-fil-A milkshake as Mom She him an exasperated look. Flash to a montage of the smiling parents holding their newborn baby boy.
Home-video style footage in a sunny kitchen. Mom and Dad sit on their kitchen with a half-eaten box of chicken nuggets sitting between them. Their baby boy Dylan is taking his first steps as he walks towards Dad and falls into his arms. They cheer and smile.
Standard quality home video in a park during summer. Dylan is 6 and sits with his Little League team eating Chick-fil-A after their game. Chicken nuggets, sandwiches, fries and shakes sit scattered on the picnic table. Dad is filming as Dylan waves at the camera.
Standard quality home video in their kitchen with the lights off. It’s Dylan’s 13th birthday. His face is lit up by the birthday candles on the cake in front of him as his friends and parents sing “Happy Birthday.” He smiles around, pausing to smile at his friend Zoe.
High quality video inside their local Chick-fil-A restaurant. Dylan and Zoe are 16 years old. They are sitting across from each other at a table laughing and sharing a box of fries with a cup of lemonade each.
High quality video outside Zoe’s house at night. Dyland stands at her door holding a sign saying, “Prom would be sweet with you” and a milkshake. She opens the door, surprised, reads it and they smile at each other. They hug.
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High quality video at Dylan and Zoe’s high school graduation ceremony on their high school field. Caps are thrown in air. A Chick-fil-A banner hangs in the background next to other advertisers.
High quality video of car in the Chick-fil-A drive-thru on the way to drop Dylan off at college. Montage of sunny move-in day as his parents hug and leave. Back at his desk, he finds a map next to a box of chicken nuggets on his desk saying “Home is only 3 blocks away,” with the campus Chick-fil-A circled. Dylan smiles. “Join Together, Share Anywhere.” flashes.
CREATIVE PLAN Minor League Sporting Event Ad Spot: “Ode to Farmers” This 30-second video will be played in between innings at local minor league sporting events. It is dawn in the country as scenes of life on a farm showcase how hard the farmer works to provide the fresh produce that Chickfil-A uses in its food like salads and chicken sandwiches. The produce is seen being prepared fresh in a Chickfil-A kitchen, emphasizing the quality of its ingredients and its commitment to supporting farmers. The final scene shows the sun setting on a Chick-fil-A restaurant, finishing the viewer’s journey from the hands of the farmer to Chick-fil-A’s table.
I’ll raise my glass to all the farmers, who never saw the sun go down and rose before the dawn.
I’ll drink to them that braved the seasons, bent double ‘gainst a clawing wind half-buried in the snow.
I’ll think of those who baked in summer shackled to the harvest time, tending to a lowing herd.
Wiped mud from eyes and kept on going, backs creaking with the change, hands buried half-in slop.
Who dealt with bulls and sheep and oxen, crouched down to milk and braved the kicks and gave some life to silent calves.
Ey, I’ll raise my glass to all the farmers, Who’d do it all again.
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MEDIA PLAN
OBJECTIVES To maximize Chick-fil-A’s brand perception and increase sales, our media plan will combine the use of digital, impact and traditional media outlets. In order to maximize brand perception by reaching our target audience in most effective ways, we will implement a thoroughly executed media plan. This media plan will consist of the duration of the campaign, the pulsing timing strategy, regional emphasis, and media allocation strategy and media expenditure. Based on our research and detailed analysis of media usage for Chick-fil-A, our media purchasing will combine digital, impact and traditional media outlets in order to create the most effective plan and optimize the final campaign result.
GEOGRAPHICAL STRATEGY In terms of geographical strategy, we will set the whole nation as our target market. Even though there is no Chick-fil-A restaurant in some locations, we will still regard these locations as our target market. A national campaign of this scope will help our audience rethink Chick-fil-A, especially those who have only known the restaurant as a political-polarizing brand. We are reintroducing Chick-fil-A as a brand which cares about its relationships with its communities and families. While maintaining its strength in the South, Chick-fil-A must also expand to other regions, including the Midwest. This expansion will aid an increase in both brand perception and sales. Our main geographical focus will be suburban areas
SCHEDULING STRATEGY Duration We will execute a pulsing media scheduling strategy. Our campaign will begin on August 20th, 2018 and continue until late August the following year. We will have two emphasizing periods: late August through January and late May through early July. Spending time with your family is most prevalent at these times, as fall outdoor activities roll nicely into spending time in the winter holiday season. The summer season also offers important time with family. This pulsing media scheduling strategy emphasizes Chick-fil-A’s role as a family-friendly restaurant.
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MEDIA PLAN Reach and Frequency In terms of reach and frequency, our goal is to obtain a high reach with medium frequency. Our primary target audience is families, so most of our creative campaigns aim to attract families as a whole and highlight the feeling of togetherness. Thus, this goal requires a high reach. During particular months like the winter holiday season, we will set a higher frequency by continuingly placing our ads on various media outlets to let the audience encounter our campaign several times a day. During months where our campaign is less prevalent, we will lower our frequency but still constantly update our campaign with the audience through some select media outlets. Through this strategy, our medium frequency goal will be achieved.
Timing We will place the most emphasis on social media. Our content will be focused from 3-9 p.m., Monday through Thursday, and all day on weekends. These times are notable because majority of families will be eating dinner or spending time with family then. These social media posts will bring top-of-mind awareness to Chick-fil-A’s food and will encourage customer-partners to bring their families into the store to dine with them or consider their menu for larger events. The next portion of our campaign is television promotion and advertising. We will focus our campaign in the early evening, 6-8 p.m., on national television. At this time, families will be gathering to watch TV together and our family-oriented advertising will effectively reach our target audience. In terms of seasonal timing strategy, our campaign will primarily run in the fall and winter. This extends over the holiday season with Thanksgiving, Christmas, and New Year’s, among other celebrations. Many families gather together during this season, an opportune time to promote our family-oriented campaign. Early through late summer is also important to emphasize in our television promotion and advertising. Kids and college students are enjoying their summer break and families have more chances to spend time together, whether it is boating, fishing, or ice cream runs. We will advertise during both seasons to effectively hit our target market.
Campaign Timing
Jan
Feb
Back to School Promotions January Graduation Event December to January
Mar
Apr
May
June
Graduation Event May to June Minor League January to early May
July
Aug
Sept
Oct
Nov
Dec
Join Together, Share Anywhere Late August to January Back to School Promotions September Minor League Late August to November
MEDIA PLAN
MEDIA ALLOCATION After taking all these timing strategies into consideration, we have allocated different media types throughout the year according to our pulsing strategy.
Impact Media Movie theaters are our sole impact media because movies have the special ability to bring families together. With their undivided attention, families can envision extending their family movie day to Chick-fil-A afterward. We will create two videos to be played as commercials specifically in theaters. One is about a military family and a deployed father’s connection to his daughter on the day of her graduation party, catered by Chick-fil-A. The second video showcases Chick-fil-A moments throughout a young boy’s childhood into his first day of college. We will collaborate with big chain movie theaters and run this campaign for one year. We will especially emphasize this campaign in winter from October to January. During this season, many families enjoy movies together over the holidays or during cold weather. We will also emphasize summer as the secondary season to promote our campaign because families also have more opportunities to visit movie theaters when children are out of school for the summer.
Digital Media Overall, we will rely heavily on digital media. Digital media is extremely prevalent for our secondary audience, who is relatively young and spends a lot of time on social media. In addition to the important connection to our secondary audience, digital media is compatible with every facet of our campaign. Videos, graphics, social media posts, commercials and PR events can all be put on digital media to reach our audience.
Digital Media Allocation
MEDIA PLAN Digital Media - continued Twitter Promoted Trend: Particularly for our advertisements and PR events: “Join Together, Share Anywhere”, “Back to School”, “Graduation Event” and “Peach-bowl Catering” partnership. Twitter Emoji: Will run the whole year. Using emojis will cultivate a connection with our secondary audience. Twitter Promoted Tweet: We will constantly create tweets about Chick-fil-A and promote these tweets year-round to increase our audience’s exposure to the brand. All of our campaigns will be promoted through Twitter Promoted Tweet, according to the time when each our campaign takes place. ESPN Homepage Takeover: We will only purchase ESPN Homepage Takeover during our “Peach-bowl Catering” partnership, to be run one week in January.
Google SEM: Will run the whole year.
ESPN Web Banner: This will only run during football regular season and holiday season, from August to January, particularly for our “Peach Bowl Catering” partnership and “Join Together, Share Anywhere” campaign. Instagram Native Ad Mobile: Same as Facebook Banner Ad, we will put our campaign on Instagram Native Ad for a whole year. All of our campaigns will be promoted through an Instagram Native Ad (Mobile), according to the time when each our campaign takes place.
Facebook Banner Ad: We will use a Facebook Banner Ad for one year because our secondary target audience (young adults, college students) use Facebook every month during the year. All of our campaigns will be promoted through a Facebook Banner Ad, according to the time when each our campaign takes place. In addition, we will particularly promote our video of celebrating farmers, our post for Kids Night at Minor League game and another post for Chick & Children carnival on Facebook banner ad to bring more attention to these campaigns. Facebook Native Ad (Mobile): We will place our campaign on a Facebook Native Ad for one year. All of our campaigns will be promoted through Facebook Native Ad (Mobile), according to the time when each campaign takes place. Again, we will particularly promote our video celebrating farmers, our post for the Kids’ Night at the Minor League game and another post for our Chick & Children carnival.
MEDIA PLAN Digital Media - continued Snapchat Filter: We will run this only one week, for our “Peach Bowl Catering” partnership campaign in January. Snapchat Discover Page: We will run this only one week for our “Peach Bowl Partnership” campaign in January.
Local News Banner: We plan to consistently update our campaign to a local news website in order to increase brand perception to local communities. All of our campaigns will be promoted through a Local News Banner, according to the time when each our campaign takes place.
Youtube in-stream Ad: We will place a video on the Youtube in-stream Ad for a whole year. All of our campaigns that include video content will be promoted through this medium according to the time when each campaign takes place.
Traditional Media We will prioritize local print and direct mail in our traditional media allocation, while television will comprise a quarter of our traditional media budget. Prioritizing local print and direct mail will further Chick-fil-A’s image as caring about and investing in its communities. This distinction places it apart from its quick service restaurant competition.
MEDIA PLAN Traditional Media - continued
Television: We will focus more on early evening, as it is the time when most families gather together to watch TV. In addition to the videos and commercials to be released through social and digital media, we will create a video celebrating the U.S. military for television.
Local Print: We will use local print to promote our campaign only in existing Chick-fil-A markets. We will emphasize our “Minor League”, “Graduation Event” and “Back to School” campaigns through local print. We will create and print out flyers to hang up in churches, gyms, and other community buildings for our Kids Night at the Minor League game and Back to School promotional materials.
Combined Media
Direct mail: As with local print, we will only use direct mail in markets that already have a Chick-fil-A presence. We will emphasize our “Minor League”, “Back to School” and “Graduation Event” campaigns through direct mail.
MEDIA PLAN
MEDIA BUDGET In order to effectively and successfully reach our target audience, we will allocate a certain amount of our budget to each media category we selected. Of the $60,000,000 budget, $5,000,000 will be put aside as contingency. The remaining $55,000,000 will be divided between impact media, digital media and traditional media.
Impact Media Spending (Movie Theaters) $18,750,000
Fixed Digital Media Spending $9,385,000
Direct Mail $6,553,638
CPM Digital Media Spending $10,060,800 Local Print $5,881,470 National Television Sports $504,126 National Television Daytime $504,126
Cable Television Primetime $504,126 National Television Primetime $504,126
National Television Early Evening $2,352,588.00
MEDIA PLAN
MEDIA BUDGET - continued
Impact Media
Television Media
34.09%
7.96%
Movie Theaters: We aim to
Our largest television segment
promote our campaign in almost
will be the National Television
all theaters in the country for a
Early Evening segment, which is
total of $18,750,000. “Graduation/
$2,352,588 of our budget. Other
military-orientated” commercials
television selections will comprise
and “Progression” of Chick-fil-A in
$2,016,504 of our $16,804,200 budget in traditional media.
people’s lives commercials will be played in theaters.
Total Digital Media 35.35%
The total cost of our digital media will be $19,445,800, comprising 35.35% of our total campaign budget. Local News Banner:
Social Media: Facebook: $3,840,000
Instagram: $960,000
$720,000. Different
Snapchat: $3,850,000
Twitter: $3,380,800
ads, commercials and information will feature
ESPN Website:
SEM: One year SEM cost
Youtube in-stream:
promotional Chick-fil-A
$3,695,000 for our
will be $600,000.
$2,400,000. Different
materials on a local news
“Peach Bowl Catering”
commercials will pop up to banner year-round.
partnership.
Youtube in-stream for one year.
MEDIA PLAN Local Print 10.69%
Direct Mail 11.92%
We will create a variety of
Like local print, direct mail
community-oriented print-based
helps Chick-fil-A build a strong
content such as neighborhood
relationship with local families and
specific event pamphlets and
show its efforts to support local
neighborhood-specific magazines.
communities. We will distribute
We will also create graduation
items to local communities,
pamphlets, theater show booklets,
schools and families in the areas
musical performance pamphlets as well as sports
where Chick-fil-A restaurants exist. This will cost
brochures and distribute them through direct mail only
$6,553,638.
in the areas where Chick-fil-A exists. This will cost $5,881,470.
Digital Media: Fixed Cost
Movie Theaters Twitter Promoted Trend Twitter Emoji Search Engine Optimization (SEO) Google Search Engine Marketing (SEM) ESPN Homepage Takeover Snapchat Filter Snapchat Discover Page Ads
300
$62,500
$18,750,000
5
$200,000
$1,000,000
12
$80,000
$960,000
1
$0
$0
12
$50,000
$600,000
7
$425,000
$2,975,000
7
$500,000
$3,500,000
7
$50,000
$350,000
300 units (=30 GRP) can cover about all movie theaters in the country Two week promoted trend per campaign Must be purchased in an increment of 12 units, 1 unit per month SEO flat cost for 1 year One year / 10 keywords per month
ESPN Homepage takeover for a week (Peach Bowl Time) One-week filter (During Peach Bowl campaign) One-week Discover Page Ads (During Peach Bowl campaign)
MEDIA PLAN
Digital Media: CPM Cost
ESPN Web Banner Ad Facebook Banner Ad Facebook Native Ad (Mobile) Instagram Native Ad (Mobile) Twitter Promoted Tweet Youtube in-stream Ad Local News Banner Ad
6
$10.00
12,000,000
$720,000
12
$6.00
20,000,000
$1,440,000
6 months (late August - January) All year
12
$10.00
20,000,000
$2,400,000
All year
12
$5.00
16,000,000
$960,000
All year
12
$5.92
20,000,000
$1,420,800
All year
12
$10.00
20,000,000
$2,400,000
All year
12
$3.00
20,000,000
$720,000
All year
Traditional Media
Cable Television Primetime
National Television Primetime National Television Early Evening National Television Daytime National Television Sports Local Print Direct Mail
44
3% 3%
$19,227 $33,103
$504,126.00 $504,126.00
26 15
14%
$16,871
$2,352,588.00
139
3%
$41,996
$504,126.00
12
3%
$38,337
$504,126.00
13
35%
$53,411
$5,881,470.00
110
39%
$261,895
$6,553,638.00
25
PR & PROMOTIONS PLAN
45
PR & PROMOTIONS PLAN
OBJECTIVES Chick-fil-A’s future success is reliant on its ability to emphasize its role in each restaurant’s local community. By analyzing the thoughts of various stakeholders, many perceive Chick-fil-A as a “home away from home” business that provides its customers with everything they need and more. Chick-fil-A is working to expand its catering in an effort to create a stronger bond with the local community and improve sales. We will encourage the media to cover important Chick-fil-A events and new topics by releasing press releases and continuing to be transparent in everything we do. Our hope is that the media will spread Chick-fil-A’s healthy and family-oriented image as well as promote our catering services. The goal of our promotional events is to continue implementing the core values of family and community and publicize how committed the Chick-fil-A team is to partnering with their local community and highlight our catering services. Chick-fil-A’s public relations and promotions team will be an extension of its media and creative plans and looks to emphasize a strong community bond. Chick-fil-A will partner with groups that strengthen relationships with customer-partners, as well as plan events and publicity programs that reinforce our brand position. By being present at every stage of their lives, Chick-fil-A will strengthen its relationship with consumers and build brand loyalty.
MEDIA RELATIONS STRATEGY Issues and Goals: Consumers want a restaurant that supports them. As seen in our Lexis-Nexis research and news coverage analysis, Chick-fil-A inspires acts of kindness in the community through their positive customer service, such as helping an employee find a prom date in the spring of 2018 We will continue to have a positive impact on the community through local events and promotions. Despite their successful customer service efforts, Chick-fil-A continues to receive backlash from the LGBTQ community and their efforts against Chick-fil-A from a crisis in 2012. (1) While there is a significant amount of people who cannot look past Chick-fil-A’s bold religious views, we hope to steer away from comments previously made about Chick-fil-A’s religious beliefs and focus on our commitment to bringing good food to our clients, wherever they are. Chick-fil-A prides itself on treating their employee-partners and customer-partners with the utmost respect and highlight their appreciation for family and the community by hosting multiple events throughout the year, offering discounts for special holidays and events.
PUBLIC OPINION To show its commitment to its community and quality of food, Chick-fil-A will publicize positive news, emphasize transparency and promote its healthy and fresh alternative food options. Additionally, Chick-fil-A’s creative promotional tactics will emphasize the value of its consumers as customer-partners rather than buyers. Our goal is for Chick-fil-A to be seen as a family-to-family service and make its customer-partners and their families the number one priority by delivering quick, healthy food to loved ones. Chick-fil-A has also made an effort to create “kid-friendly” dishes with healthy options that we will further promote. These kid-friendly dishes remain a
46
PR & PROMOTIONS PLAN Public Opinion – continued driving factor for quick service restaurants, with 72% of consumers agreeing that Chick-fil-A has great options for kids. (2) The products satisfy parent concerns about health as well as the need for a product matching the quick-paced lifestyle of millennials and younger generations. By hiring young adults who understand the need for efficiency and smooth and easy procedures, Chick-fil-A is able to gain the respect and support of younger generations. While there are still some pro-poultry millenials who cannot look past the conservative aspects of Chick-fil-A, research has shown members of the Gen Z generation support Chick-fil-A. (3)
MEDIA TRACKING We take public opinion very seriously and will continue to closely monitor any mention of Chick-fil-A on Google and any mentions about partnerships on Twitter, Instagram and Facebook in order to prevent future problems and assuage any negative opinions or views of Chick-fil-A. Chick-fil-A will conduct focus groups and surveys as well as conduct constant interviews with stakeholders in order to analyze their opinions and concerns with the brand. Chick-fil-A is dedicated to its customers and making them happy. Chick-fil-A won overall favorite brand on 2015 on social media by Engagement Labs because of their constant engagement with their customers and offering promotional events and up-to date knowledge about Chick-fil-A offers. (4) As Chick-fil-A has a large presence on Facebook with over 8 million followers, it is crucial to maintain a positive image on this social media platform. (5) After extensive research through Simmons and Mintel, we have found that 66% of our consumers read magazines that are either about women’s health, sports or home service. (6) We plan to improve relations with these specific groups that share consumers with Chick-fil-A and keep in contact with them often.
Media Contacts Listed below are a few examples of contacts we will be interacting with on a regular basis. Media contacts were selected from applicability to mission and location, extended locally and nationally. National Primary Market
Irena Briganti
Executive Vice President, Corporate Communications FOX News Irena.Briganti@foxnews. com
Katina Arnold
Vice President, Communications, ESPN @KatinaESPN
Secondary Market
Janet Daily
Vice President, Communications, Good Morning America janet.k.daily@abc.com
Print Primary
Print Secondary
Ashley Beck
Kimberly Krubeck
Midwest Director, Forbes abeck@forbes.com
Richard Deitsch
Reporter, Sports Illustrated @richarddeitsch
Steve Doerr
VP Brand Director, Southern Living Kimberly_Krubeck@ timeinc.com
Georgia; News Director CBS steve.doerr@cbs46.com
Laura Volker
Texas; Reporter, Fox 4 News fil.alvarado@foxtv.com
Rebecca Zisholtz
Alabama; Reporter, ABC 33/40 aederencz@sbgtv.com
Midwest Sales Director, Women’s Health laura.volker@rodale.com Senior Publicist, Better Homes and Garden rebecca.zisholtz@meredith. com
47
Local News Coverage
Fil Alvarado
Alex Derencz
PR & PROMOTIONS PLAN
KEY STAKEHOLDERS Consumers Primary Consumer: This consumer prides themselves on their family and their ability to provide for them. They consider their family the typical American family, living a busy lifestyle but enjoying the trends toward healthy foods. The healthy options and dependable service Chick-fil-A provides makes Chick-fil-A popular for families. The restaurant’s dedication to making families happy brings the customer-partners closer to Chick-fil-A’s family and increases the bond and trust between the two. Secondary Consumer: This consumer is a newcomer in the work-force and values hard work. They spend most of their free time on Snapchat or following celebrities on Instagram. They live a busy life from their job to community work and are still trying to find their place in the world. They tend to be somewhat conservative, maintaining traditional southern values their parents instilled in them. This adolescent can be seen as a millenial who is curious about the world and lives a fast-paced life. This stakeholder is an important asset because we want to show these young adults that we are dependable and can offer them a variety of services, from a quick meal on the go to catering for an event.
Media We will release a catering launch video to encourage families and friends to gather together and enjoy Chick-filA’s catering services anywhere. By constantly releasing new promotional events, discounts and fun promotional events, we hope to continue to be a major force in the quick service restaurant industry and promote our brand image as dependable and your “home away from home”.
Employee-Partners Chick-fil-A prides itself on the strong and respected partnership between the employee-partners and restaurant as a whole. The employee-partners of Chick-fil-A are a huge part of what makes the restaurant so efficient and their positive attitudes are what makes consumers want to come back again. Chick-fil-A is more than just a quick service restaurant; it is a large family that looks to help its community.
Local Farmers Local farmers are a key part to what makes Chick-fil-A so successful. We intend to secure our relationship with all of our local farmers and make sure that they know we are a transparent and dependable company.
48
PR & PROMOTIONS PLAN
PUBLIC RELATIONS TACTICS AND PROMOTIONS We hope to generate buzz about the Chick-fil-A brand and further implement our values of caring about our customer-partners, bringing families and communities together and making Chick-fil-A part of everyone’s lives.
“Join Together, Share Anywhere” Campaign Chick-fil-A has continuously been known for their positive attitudes and acts of kindness in the community. To continue these positive attitudes, Chick-fil-A will create a food truck to promote catering business in the local community. Chick-fil-A will choose a children’s sport event in the fall of 2018 in the community to attend and bring free food for both teams and their families. The food truck will arrive at a children’s sport event unannounced, set up tables, chairs, tablecloths and provide the community with an assortment of Chick-fil-A products. The food truck will go to one major sports event in each community near a Chick-fil-A restaurant. The food truck will go to 15 different locations around the U.S. but predominantly be located in the South. By bringing Chick-fil-A to the field and setting up a large picnic, we will create excitement among players and their families and create a sense of community. Each community will be encouraged to take a picture with the Chick-fil-A food truck and share a photo under the hashtag #JoinandShare. Whichever community takes the most creative picture will get a chance to get a free catered event at any point in the year. This campaign will generate publicity as well as differentiate Chick-fil-A over other quick service restaurants and promote their catering services. A major component to the campaign includes encouraging people to post pictures of themselves on Facebook and Instagram, showing their favorite spot to share Chick-fil-A using the hashtag #JoinandShare. This will promote catering and as well as generate enthusiasm among customers about sharing their favorite Chick-fil-A products with their friends and family. In order to make this campaign a national promotional plan, we will encourage all Chick-fil-A customer-partners to take a photo of the “craziest” place they have eaten Chick-fil-A. Whoever wins the national competition will win a free meal at Chick-fil-A. This campaign will generate buzz about Chickfil-A and encourage customer-partners to interact directly with Chick-fil-A.
Graduation Events Chick-fil-A positions itself as being there every step of the way as children grow up and start lives on their own. Chick-fil-A will offer discounts for anyone who is graduating from fifth grade all the way up to college graduation. Chick-fil-A will create a promotional campaign video showing Chick-fil-A catering a graduation party. Focusing on graduation events will reinforce Chick-fil-A’s goal of bringing families together wherever they are and being a part of the community. Another aspect to this campaign’s promotions plan is to create a short story video showing how Chick-fil-A is truly there for their customers every step of the way. This promotions video will show a young child celebrating their fifth grade graduation with their family as they enjoy a nice Chick-fil-A catered meal. The
49
PR & PROMOTIONS PLAN Graduation Events – continued video will cover the child’s high school and college graduation where the family will appear older yet still enjoying Chick-fil-A. The end of the video will show that child all grown up celebrating their first child’s fifth grade graduation. This video is aimed at demonstrating that Chick-fil-A is truly there every step of the way, reinforcing brand loyalty and aligning with Chick-fil-A’s brand position as dependable throughout every customer-partner’s life.
Minor League Sporting Events Chick-fil-A focuses on community values and events that bring families together and has continuously focused on sport events to do so. To continue this tradition in a new and unique way, Chick-fil-A representatives will attend local minor league sporting events dressed up as cows and shoot baby cow stuffed animals with shirts that say “Eat Mor Chikin.” This promotion will be an extension to the “Eat Mor Chikin” campaign, reminding audiences of our partnership’s image as a family restaurant and creating an association between Chick-fil-A and minor league sports. (7) Not only will Chick-fil-A have interactions with fans, but will play a 30 second video during intermission as well. Chick-fil-A’s participation in minor league sport events is important due to the audiences they attract that align with Chick-fil-A’s target audience. We plan to attend games at special nights such as “Kids Night” at minor league baseball games so that parents and their children are reinforced with Chick-fil-A brand image. This promotion as minor league sporting events will encourage families to come together and enjoy more than just the
Back to School Promotions Campaign Chick-fil-A will further enhance its relationship with customer-partners by encouraging children to proudly bring in their grade report to a local Chick-fil-A restaurant to receive a free sandwich in a promotion called “Noggins 4 Nuggets.” This promotion will improve relations with our primary consumers and build brand loyalty among families. “Noggins 4 Nuggets” will be a component to the larger school campaign included in the creative plan. This extensive campaign includes different forms of advertisements as well as promotions to emphasize that Chick-fil-A is here every step of the way for customer-partners.
PARTNERSHIPS Pre-Game Peach Bowl Catering Chick-fil-A partners with the Peach Bowl, an annual college football bowl game, played in Atlanta since 1968. The Bowl has eclipsed the $100 million mark and holds the number one and number two most viewed non-BCS games in ESPN history. (8) Chick-fil-A wants to expand this tradition by promoting its catering techniques. Since
50
PR & PROMOTIONS PLAN Pre-Game Peach Bowl Catering – continued the Peach Bowl has become such a special event, Chick-fil-A will offer at-home catering as well as promotions at restaurants to watch and celebrate the game. The catering efforts range from simply providing the food requested to setting a full “pop up shop” with tables, chairs, food and more. This event is an extension to the “Join Together, Share Everywhere” campaign, where Chick-fil-A brings their products to their customer-partners and their family and friends wherever they may be. This new feature of the Peach Bowl will generate publicity and buzz about Chick-fil-A’s catering. Customer-partners will also be encouraged to share pictures on social media through the #JoinandShare hashtag. We will create a short video that will played during intermission showing fans and Chick-fil-A employees having funny interactions on the street. Chick-fil-A employees will hand out free Chick-fil-A sandwiches to people on the street and ask them questions about sports, Chick-fil-A and more. This will enhance Chick-fil-A’s interactive relationship with customer-partners and be inclusive to everyone. Not only will Chick-fil-A be focusing on the Peach Bowl and minor league games, but we will also provide discounts during championship games such as the Super Bowl or World Series.
U.S. Military Chick-fil-A will continue its relationship with the military and partner with the U.S. Army, Marines, Navy, Air Force and Coast Guard to connect families back home and overseas. On special events such as high school graduations or holidays such as Christmas, Chick-fil-A will send a mass order of their sauces and dessert specials to soldiers stationed overseas who are not able to be with their families. This relationship was first fostered in the summer of 2017, following a story that gained publicity when a soldier asked his Chick-fil-A back home in Texas to send packaged sauces. (9) It gained a great deal of positive feedback and enhanced relationships with its customers. The partnership will be on social media and will be featured in advertisements.
Chick for Children Chick-fil-A will also partner with the Children’s Hospital Association to create a carnival supporting Children’s Hospitals in a campaign called “Chick for Children.” The partnership will focus on raising money at 10 different outdoor carnivals in the South and Midwest, with profits donated to the Children’s Hospital Association, an organization of children›s hospitals. (10) Chick-fil-A will additionally cater food to the affected pediatric families and provide arts and crafts, face painting, and toys.
51
PR & PROMOTIONS PLAN Chick for Children – continued Through this partnership, Chick-fil-A will help increase awareness of the Children’s Hospital Association’s services and raise funds to further the mission of these hospitals. This carnival will be a new tradition for local restaurants to host and support the Children’s Hospital Association. All proceeds from tickets, games and food will go to the association. This “Chick for Children” event will generate buzz as well as strengthen our brand image by taking care of children and families.
Cost for PR & Promotions
■ Press Kit (1.69%) ■ Media Relations (2.81%) ■ P.S.A. Fixed Costs (0.56%) ■ Pre-Game Peach Bowl Catering (42.21%) ■ Food Truck (11.25%) ■ Pop-up Shop (2.81%) ■ Graduation Catering (0.34%) ■ Minor League Sporting Venue (0.06%) ■ Back to School Promotion (1.69%) ■ U.S. Military Partnership (22.51%) ■ Children Hospital Assoc. (14.07%)
52
PR & PROMOTIONS PLAN
53
PR & PROMOTIONS PLAN
54
APPENDIX
APPENDIX Situational Analysis 1.
chick-fil-a.com/
2.
IBIS World Fast Food Restaurants in the US- Products and Markets
3.
IBIS World Fast Food Restaurants in the US - Major companies
4.
Lorinc, John. (2014, September 8). Chick-Fil-A Founder Credited His Success To Christian Principles. Retrieved from https://www npr.org/2014/09/08/346879504/chick-fil-a-founder-credited-his-success-to-christian-principles
5.
IBIS World- Fast Food Restaurants in the US- Industry Performance
6.
IBIS World- Fast Food Restaurants in the US- Industry at a glance
7.
IBIS World- Fast Food Restaurants in the US- Products and Markets
8.
Mintel- Poultry
9.
IBIS World- Fast Food Restaurants in the US- Industry Outlook
10. Mintel- Quick Service Restaurants 11. IBIS World- Fast Food Restaurants in the US- Operating Conditions 12. Mark Matousek. (2018, January 24). Fast-food chains like Starbucks and Taco Bell are stealing a page out
of Instagram infl
encers’ playbook. Retrieved from http://www.businessinsider.com/starbucks-and-taco-bell-mimic-instagram-influencers-2018-1. 13. The QSR 50 Chicken Segment. Retrieved from QSR Magazine. 14. New Study From Market Force Information Reveals America’s Favorite Quick-service Restaurants. (2017,
March 15). Retri
ved from https://www.marketforce.com/consumers-favorite-QSRs-2017-Market-Force-research. 15. IBIS World: Fast Food Restaurants in the US-Major Companies 16. KFC.com 17. company.popeyes.com 18. panerabread.com/en-us/home.html 19. culvers.com 20. fastfoodmenuprices.com 21. Mintel Quick Service Restaurants in the U.S. 22. Taylor, Kate. (2016, January 27). Becoming a Chick-fil-A franchisee is almost impossible. Retrieved from http://www.businessinsider com/opening-a-chick-fil-a-franchise-2016-1. 23. Davis, Scott. (2013, December 16). Chick-fil-A›s Raving Fans› Growth Strategy. Retrieved from https://www.forbes.com/sites/scottd vis/2013/12/16/chick-fil-as-raving-fans-growth-strategy/#bc782c31fb5d. 24. Ktjrichards. “Chicken With a Beef: The Untold Story of Chick-Fil-A›s Cow Campaign.” Adweek, 17 June 2016, www.adweek.com brand-marketing/chicken-beef-untold-story-chick-fil-cow-campaign-171834/. 25. Hendrix, Bernard. “20 Years of Cows.” Chick-Fil-A, thechickenwire.chick-fil-a.com/Inside-Chick-fil-A/20-Years-of-Cows. 26. Wohl., Jessica, et al. “Chick-Fil-A Drops The Richards Group After 22 Years.” Ad Age, 21 July 2016, adage.com/article/cmo-strategy chick-fil-a-drops-richards-group-after-22-years/305057/. 27. chickfila. “Make Someone›s Day with Chick-Fil-A.” YouTube, YouTube, 9 Feb. 2018, www.youtube.com/watch?v=HDRpLL8TByc. 28. YouTube, YouTube, www.youtube.com/watch?v=D6svStpJZxA&list=PLHnuOgQeF-NepEHhNvUXLGpSZ0bU6NE%2BQL. 29. Jones, Katy. “Food Safety, Traceability and Sustainability Blog.” Chick-Fil-A Goes «Behind the Menu» on Instagram, blog.foodlogiq com/chickfila-beyond-the-menu. 30. “Culver›s Restaurants Honor ‘Everyday Heroes’ in National Ad Campaign.” Culver›s, www.culvers.com/inside-culvers/media/news-r lease-library/everyday-heroes-ad-campaign.
55
APPENDIX Situational Analysis - continued 31. Dan, Avi. “How KFC Became A ‹Finger Lickin› Good› Success Story Again.” Forbes, Forbes Magazine, 13 Oct. 2017,
www
forbes.com/sites/avidan/2017/10/12/how-kfc-found-success-selling-its-chicken-by-channeling-the-real-most-interesting-man-in the world/#bf68b55569e8. 32. “KFC | Honky Tonk | Smoky Mountain BBQ.” YouTube, YouTube, www.youtube.com/watch?v=FwzoDS3zL_4. 33. “Panera Bread. Food as It Should Be.” Panera Bread Food As It Should Be, www.panerabread.com/en-us/our-beliefs/food-as-it should-be-nopt.html. 34. Fishman., Courtney, and Courtney Fishman. “Panera Promotes Transparency With New Marketing Campaign.” Ad Age, 16 June 2015, adage.com/article/cmo-strategy/panera-promotes-transparency-campaign/299051/. 35. Tory. “The QSR 50 Chicken Segment.” QSR Magazine, 1 Aug. 2017, www.qsrmagazine.com/content/qsr50-2017-chicken-segment. 36. “Celebrating 46 Years Of.” Our Story | Popeyes Louisiana Kitchen, popeyes.com/our-story/. 37. Bhasin, Kim. “Chick-Fil-A Admits That It›s Against Gay Marriage, Which Is ‹Inviting God›s Judgment On Our Nation›.” Business Ins der, Business Insider, 18 July 2012, www.businessinsider.com/chick-fil-a-admits-its-against-gay-marriage-2012-7. 38. Westbrooks, Amanda M. “How Culver›s Uses Social Media to Connect with Customers.” Restaurant Business, Restaurant Business, 25 July 2016,www.restaurantbusinessonline.com/marketing/how-culvers-uses-social-media-connect-customers. 39. “With Chick-Fil-A, Consumers Separate Food From Social Issues.” Morning Consult, 20 Nov. 2017, morningconsult.com/2017/11/20 with-chick-fil-a-consumers-separate-food-from-social-issues/. 40. Fulton, Desiree. “Low Calorie? No Problem. .” The Chicken Wire, Chick-Fil-a, 3 Feb. 2016, thechickenwire.chick-fil-a.com/Food Low-Calorie-No-Problem.
Campaign Strategy 1.
Spring 2015 NHCS Simmons Demographic, Behavioural, Geographic, and Psychographic Crosstab of Chick-Fil-A consumers
2.
Shah, Khushbu. “Chick-Fil-A Embarks Upon Expansion Streak.” Eater, Eater, 16 June 2015, www.eater.com/2015/6/16/8789949/ chick-fil-a-expands-restaurants-nationwide-us.
3.
chick-fil-a.com
4.
Davis, Scott. “Chick-Fil-A›s Raving Fans› Growth Strategy.” Forbes, Forbes Magazine, 16 Dec. 2013, www.forbes.com/sites/scottd
5.
Andrew, Elise. “New Study Says Beef 10x More Damaging To The Environment Than Chicken, Pork Or Dairy Foods.” IFLScience,
vis/2013/12/16/chick-fil-as-raving-fans-growth-strategy/#7a8a66a61fb5. IFLScience, 20 Mar. 2018, www.iflscience.com/environment/new-study-says-beef-10x-more-damaging-environment-chicken pork-or-dairy-foods/. 6.
IBIS World- Fast Food Restaurants in the US- Products and Markets
7.
culvers.com
56
APPENDIX PR & Promotions Plan 1.
Bhasin, Kim. “Chick-Fil-A Admits That It›s Against Gay Marriage, Which Is ‹Inviting God›s Judgment On Our Nation›.” Business Ins der, Business Insider, 18 July 2012, www.businessinsider.com/chick-fil-a-admits-its-against-gay-marriage-2012-7.
2.
“Healthy Fast Food Kids› Meals at Chick-Fil-A, Burger King and More.” Fox News, FOX News Network, 7 June 2017, www.foxnews com/food-drink/2017/06/07/healthy-fast-food-kids-meals-at-chick-fil-burger-king-and-more.html.
3.
Freeman, Thomas. “Why Today›s Teenagers Think Chick-Fil-A Is Way Cooler Than Vice Media.” Maxim, 4 Apr. 2017, www.maxim com/news/teenagers-lit-google-study-2017-4.
4.
Moxie. “Chick-Fil-A Social Media Ranks #1, Ahead of Amazon and Netflix.” PR Newswire: News Distribution, Targeting and Monit ring, PRNewswire, 27 Apr. 2018, www.prnewswire.com/news-releases/chick-fil-a-social-media-ranks-1-ahead-of-amazon-and netflix-300201788.html.
5.
facebook.com/ChickfilA/
6.
Spring 2015 NHCS Simmons Demographic, Behavioural, Geographic, and Psychographic Crosstab of Chick-Fil-A consumers
7.
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8.
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9.
“US Soldier Serving In Iraq Thankful For Chik-Fil-A Care Package.” CBS Dallas / Fort Worth, CBS Dallas / Fort Worth, 19 July 2017, dfw.cbslocal.com/2017/07/19/us-soldier-serving-in-iraq-thankful-for-chik-fil-a-care-package/.
10. Staff Leadership, www.childrenshospitals.org/About-Us/Staff-Leadership. 11. Maze, Jonathan. “Chick-Fil-A Is the Hottest Big Chain in the Country.” Nation›s Restaurant News, 29 June 2017, www.nrn.com quick-service/chick-fil-hottest-big-chain-country. 12. Taylor, Kate. “12 Fast-Food Chains Taking over America.” Business Insider, Business Insider, 2 Aug. 2016, www.businessinsider.com restaurants-with-the-12-top-unit-sales-2016-8#12-krispy-kreme-1. 13. chick-fil-a.com
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