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

2. 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

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

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

5. 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

6. Threats
They are in competition with other restaurants that are cheaper

7. 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

8. 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

9. 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

10. 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

11. 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.

14. 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

15. 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.