Family Matters Campaign Chick-Fil-A By: Dillon Anderson, Bryson Wilson, Olivia Ivins, Samantha Edwards, and Sharice Harrell

Summary Reach out to FAMILIES WITHINthe surrounding area Using social Media, University Press, Television and other traditional forms of media to promote “family matters.” Establish a lasting connection with families in the Beaumont area. 6 MONTH CAMPAIGN

STRENGTHS Great customer service Very well known Multiple locations They already have established credibility

Weakness Closed on Sunday Pricing is higher Smaller menu- no value menu Southeast concentrated Mainly in residential areas

Opportunities Family bonding The importance of family meal time Healthier options “Family Matters” campaign will expand customer base because the restaurant will offer something other quick- chains do not Our campaign will expand advertising options

Threats They are in competition with other restaurants that are cheaper

Problem Statement Some families are not “traditional families” who may not feel comfortable coming to family nights because of religious beliefs. Families may not want to eat at a fast food restaurant More expensive than non fast food restaurants

Research Privately owned company In 2013 Chick Fil A became the ninth largest chain by U.S. system sales coming in with $5.05 billion in sales. They became number one in the chicken business even with spending less on advertising. From January to October alone they spent almost $30 million on advertising. (KFC spent almost $284 million, McDonald’s was $1 billion) Chick Fil A brings in a $3million average volume per restaurant compared to McDonald’s at $2.35 million despite a smaller advertising budget. Most cost effective way to reach mass audiences is through social media

Budget Social Media- $0 Billboards- $3600 (3 BILLBOARDS ONCE A MONTH FOR ENTIRE CAMPaIGN) Graphic Design- $1200 Scholarships- $1050 (ONE PER SEMESTER) Flyers- $900 (ONCE A MONTH FOR ENTIRE CAMPaIGN) Tv Ads- $48000 (TWICE A WEEK FOR ENTIRE CAMPaIGN) Radio ads- $10000 (twice a week for entire campaign) Promotional giveaways- $12000 (ONCE A MONTH FOR ENTIRE CAMPaIGN) Total - $76750

Marketing Strategies Valentines Day- decorations, free candy, BOGO sales, Pink out, Pink food coloring St Patricks Day- decorations, spinning wheel with coupons, green food coloring, cow wears green, pot of gold giveaway Regular day strategies- samples, spirit nights, 100th customer giveaway, daddy daughter date night, mommy and me breakfast, dress the cow contest

Advertising Creative and Media Target Audience- working class, families, local community Strategy- Ads through many family oriented places such as: church, build-a- bear, jump world, target, journeys for kids, etc. Tv ads, radio ads, flyers Support- Game sponsoring highschool, college, Little leagues sporting events Tone- friendly, fast paced, family oriented, caring, welcoming Seasonal- different events: halloween and christmas nights, etc. Also different milkshakes depending on season: Pumpkin, peach, candy cane, etc.

Sales Promotion Twitter: Run hashtags ex: #eathealthy #healthyfamilies #giveback Facebook: Running a profile advertising Family nights and and coupons Instagram: posting fun pictures of families with the cow, and the community Pinterest: Show pictures of crafts the children can do with their parents and some recipes

Evaluation Sign in sheets during Family nights Survey for the leaders of the community to tell us how well we did and if they would use us again. See at the end how many people have followed, liked, and shared our pages.