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Table of Contents

Executive Summary …………………………………………………… 3

Description ……………………………………………………….……. 4

Objectives ……………………………….…………………………….. 4

Identification of Target Market ……………………………………….. 5

List of Advertising Media Selection Necessary for The Campaign .. 6, 7

Schedule of All Advertising Planned …………....……………….....… 8

Schedules of All Sales Promotion Activity(ies) Planned …………..…. 9

Budget………………………………………………………………… 10

Statement of Benefits………………………………………………… 11

Bibliography……………………………………………………..…… 11

Appendix………….……………………...…….………...…..… 11,12,13,14,15

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I. EXECUTIVE SUMMARY

Chick-fil-A was founded in 1946, and since then they have bloomed into a chain restaurant

corporation. The Chick-fil-A cow is their mascot which encourages individuals to “Eat mor chikin”.

Currently, Chick-fil-A is trying to promote their catering business through flyers and Facebook, but have

had little success.

Our plan is to promote Chick-fil-A catering through social media, direct contact, and sponsoring

events in the West Cobb area. We have chosen these social media because social media is an alternate

business settings, making them perfect platforms to reach sport moms/teams and young individuals,

who are our primary and secondary target markets. Chick-Fil-A has had the most responses from there

consumers though Twitter, Instagram, and Facebook. These three sites allow CFA to get the fastest

responses about their products. Instagram has the largest amount of followers for CFA. Instagram gives

the most feedback to the company because the consumers are so responsive and interact with this

particular social media the most. Instagram will allow CFA to reach their consumers from a larger

platform. Pictures, videos, hashtags and @ signs allow CFA customers to connect with the company and

tell CFA how they feel about the food (product) or service or even the environment in the restaurant.

Over the course of this campaign, we hope to increase awareness of catering, increase revenue

by 25%, and increase the number catering customers by 20%.

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II. DESCRIPTION

Chick-fil-A is an American fast food restaurant chain headquartered in the city of College Park,

Georgia, specializing in chicken sandwiches. The restaurant serves breakfast before transitioning to its

lunch and dinner menu. Chick-fil-A was founded by S. Truett Cathy in May of 1946 and operates more

than 2,200 restaurants, primarily in the United States. In 1961, after 15 years in the fast food business,

Cathy found a pressure-fryer that could cook the chicken sandwich in the same amount of time it took

to cook a fast-food hamburger. Following this discovery, he registered the name Chick-fil-A, Inc. The

company's trademarked slogan, "We Didn't Invent the Chicken, Just the Chicken Sandwich”, refers to the

Chick-fil-A chicken sandwich. Since 1997, the Atlanta-based company has been the title sponsor of the

Peach Bowl, an annual college football bowl game played in Atlanta on New Year's Eve. Chick-fil-A also is

a key sponsor of the SEC and the ACC of college athletics. Chick-fil-A also offers customers catered

selections from its menu for special events. Chick-fil-A is currently trying to improve their catering

business and has a lot of potential and is creating a strong advertising plan to help.

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III. OBJECTIVE(S) OF THE CAMPAIGN

● Increase awareness of catering

● Increase revenue by 25%

● Increase the number catering customers by 20%

IV. IDENTIFICATION OF THE TARGET MARKET

A. Primary markets

a. This group of people are willing to spend the money on CFA catering knowing the

expenses, specifically athletic teams and parents with athletes in the area of West Cobb

B. Secondary markets

a. This group of people do not have a big income, but recognize that it is costly to cater

CFA, and is willing to spend the expenses. This includes young adults (college) and

teenagers around the ages 18-28 also in the area of West Cobb

C. Description of Campaign

a. We are going to use internet advertising such as Instagram, Twitter, Facebook,

Billboards and Ads. We are doing this because we want to expand media platforms to

increase customer awareness and interaction. In doing so, we hope to appeal to both

target market at events such as parties and game day meals. Next, we will use ad pop-

ups on the CFA app and have that CFA will cater for any needs pop up everytime

someone makes an order. Also, we will use direct contact to campaign. This includes

giveaways (having small cards in every meal that emphasize that CFA can be brought to

you) and discounts (to the parents who consistently use CFA catering). Lastly, we will

have sponsorships. With the sponsorships, we will give out card for catering along with

card for buy something get something free. At school sporting events, CFA will be

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available at concessions and before/after game meals for all sports. In addition, CFA will

have a “College Move In Day”. This is to contact with our secondary market personally.

We hope to have CFA catered and have cards and flyer posted everywhere.

V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN

Social media is Chick-Fil-A biggest advantage for promotion. The recent app that has been

going off the charts. It's called the Chick-Fil-A One app which allows you to place your

order and your phone will tell you when the order is ready . Chick-Fil-A has had the

most responses from there consumers though Twitter, Instagram, and Facebook.

These three sites allow CFA to get the fastest responses about their products.

Instagram - The largest of followers CFA has on this media and the most responses the media

gives back to the company because the consumers are so responsive and interact

with this particular social media the most. Instagram will allow CFA to reach their

consumers from a larger platform. Pictures, videos, hashtags and @ signs allow CFA

customers to connect with the company and tell CFA how they feel about the food

(product) or service or even the environment in the restaurant.

Facebook - Facebook is more useful to adults, young adults, and older adults.This meaning

the best age to reach Chick-Fil-A’s consumers of ages 20 - 65 is most likely through

Facebook. The environment of the Chick-fil-A on Dallas Hwy is more of a “family

oriented” place and so is facebook. Mutual friends are usually cousins, dads, sisters,

grandparents, etc. If consumers were to take “family friendly” pictures other

consumers will associate the location as “family safe”.

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Twitter - Twitter is a another greet media outlet more so for the younger crowd of CFA’s

customers. Ages 12 to 25 would be our store locations target market. High school

students tend to be the bug attraction for CFA. high school students or teens tend to

be famous for using social media meaning they won't just have the popular ones

(media). Twitter is a great for tagging and sending pictures. Now the difference

between Twitter and Instagram is things tend to trend faster and get to twitter first.

The best form of advertising for CFA is GIFs. This form of ADs are quick and attention

grabbing without the customer even having to click on the ad.

Billboards - Billboards capture people attention more than most would admit.

Chick-fil-A’s busy season is summer. This is a great time to give the catering business more exposure

because many young kids will be out of school and young kids will most likely have parties. Also the

billboard will be on the road of Dallas Hwy but it’ll be so those who are heading the mall will be able to

see. The billboard will cost $700 a month which we will be using for 3 months in the summer (may, june,

july).

Snapchat filters - Teenagers are the predominant users for SnapChat. Creating a filter for our

location is a great way to get people aware of our catering business. The filter would have the words

“Check out our Catering” as the customer opens their mouths using the cow filter. The filter will cost 10

dollars every day. This CFA location will keep the filter for a week.

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High School Print Ads - As said before high school students and teens are Dallas Hwy CFA’s. biggest

market

VI. SCHEDULES OF ALL ADVERTISING PLANNED

A. Chick-fil-A will rely substantially on its social media efforts to build the brand, and

equally important, sell products. A significant amount of Chick-fil-A’s overall traffic

comes from its social media sites. We plan to post at least once or twice on Tuesdays,

Thursdays, Fridays, and Saturdays on each social media ad from April to August. The

only day we will not post is Sundays because Chick-fil-A is closed on Sundays. In doing

so, we hope to appeal to the winter sports, summer sports, and the start of fall sports.

After this time period, we hope that Chick-fil-A catering will be known without having to

promote as much.

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

April X X X X

May X X X X

June X X X X

July X X X X

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August X X X X

September Only if

necessary

Only if

necessary

Only if

necessary

Only if

necessary

● The X’s represent all social media outlets.

○ Monday: Twitter and Instagram post inviting people to cater Chick-Fil-A

○ Tuesday: Facebook post with a photo of a Chick-Fil-A nugget platter with prices

○ Wednesday: Post on all outlets the next upcoming national day and Chick-Fil-A

○ Thursday: Instagram posts of different catering items with prices. Use hashtags

○ Friday: Twitter post of customers review of Chick-Fil-A catering

○ Saturday: All outlets will post events featured during the week and the success

of the catering business

VII. SCHEDULE OF ALL SALES PROMOTION ACTIVITY(IES) PLANNED

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From April to August, we plan to use social media and pop-up ads to get recognition, as well as

direct contact such as giveaways and discounts and sponsorships.

A. April: April will be out start of this test trial. To start off we will use social media but

slowly start with pop-up ads on the CFA app every time someone makes an order. The

ad will include that CFA will cater for any events.

B. May: In May, we want the catering business to expand rapidly for the summer vacations

coming up. To do so, we want to use social media a lot more to increase customer

awareness and interaction with our sporty moms and athletic teams. Also in May, we

will start the giveaways. We are going to have small cards in every meal that emphasizes

that CFA can be brought to you.

C. June/July: June we will start with the discounts. We will wait until then because that

would have given time for the catering to take off before we implement any discount.

D. July/August: To appeal to our secondary target market personally we will be at college

move in days (KSU). We plan to have CFA catered and have cards and flyers posted

everywhere.

E. August: We plan to sponsor as many events as possible. The fall sports are the most

popular. We will cater to events (confessions, before/after game meals) for all sports

that have requested us . At these events we will give out cards for catering along with

card for buy something get something free.

VIII. Budget

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IX. Statement of Benefits

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● Customers receive discounts

● Chick-Fil-A has increased awareness about their catering business

● Chick-Fil-A will have an increase in catering sales

● Chick-Fil-A will have increase revenue

X. Bibliography

XI. Appendix

● Catering Card

● Ad Pop-Up

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● Instagram Post

● Billboard

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● Snapchat Filter

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● Facebook Page

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● High school Promotional Print Ads