Chick-fil-A Campaign Book

You Deserve Chick-fil-A

campaign book

Table of Contents Situation Analysis ----------------------- p 4 Campaign Plan ----------------------- p 13 Creative Plan ----------------------- p 19 Media Plan ----------------------- p 35 PR & Promo Plan ----------------------- p 45

2

Who we Are Journey PR lives by the three characteristics of quality, membership and success. We want our clients, as well as our employees, to feel the commitment that we have to each of our projects. It is our goal to take all of our clients on a journey to a perfect outcome.

V

ictoria Lee

Account Director

M

eggie Armstrong

Media Director 3

S

amantha Patricof

Research Director

N

icolette Stern

PR Director

C

laire Massey

Creative Director

J

ared Neumann

Promo Director

Situation Analysis

4

Client Background Founder: S. Truett Cathy on May 23, 1946 Headquarters: Atlanta, GA CEO: Dan T. Cathy

History Founded on May 23, 1946 by S. Truett Cathy, Chick-fil-A is an American fast food restaurant headquartered in Atlanta, Georgia specializing in chicken sandwiches. The chain started as Dwarf Grill, a 24-hour diner, that only had 10 stools and four tables. (1) In 1961, Cathy used a pressure-fryer that could make chicken sandwiches in the same amount of time as hamburgers. This revelation started Chick-fil-A and the chicken sandwich. (2) Chick-fil-A’s brand is made with fresh, high-quality ingredients to customers in 47 states and Washington, D.C. The first mall location opened in 1967 and its first standalone restaurant opened in 1986. In 2017, Chick-fil-A made over $9 billion in revenue. (3).

Also Chick-fil-A focuses on supporting local communities through fundraisers, donations and staying involved with their communities that they serve. They believe in promotions that lead to management positions and opportunities to earn college scholarships. They have invested in over $60.5 million in scholarships. (3) Chick-fil-A has over 1,700 restaurants nationwide and is privately held and family owned. (4) In 1995 the billboard of “Eat Mor Chikin” with rebel cows started the movement of the iconic advertising campaign. (5).

Industry Trends OSR Magazine’s 2017 sales report showed that Chick-fil-A’s average sales were $4.4 million per restaurant. Chick-fil-A has become the third-largest fast food restaurant in the country due to the brand’s signature chicken sandwiches. (6) Over the past five years to 2018, the industry revenue has grown at a yearly rate of 7.1% to 29.1 billion. It increased 7.3% in 2018.

Chicken is still a main staple of the US diet. It has expanded healthy menus and consumers view chicken as a healthier option compared to beef. The consumers disposable income has grown which resulted in individuals dining out. (7) Chick-fil-A has 31.6% market share, followed by Yum! Brands Inc (KFC) with 19.2%, Popeye’s with 13.9% and Zaxby’s with 6.7%. (8) Chick-fil-A is known for its religious and conservative values. All of the restaurants are closed on Sundays for the employees to relax and worship. (9)

5

Competitive Analysis Chick-fil-A’s main two competitors are Kentucky Fried Chicken and Popeyes Louisiana Kitchen.

Popeyes Louisiana Kitchen was founded in 1972 in New Orleans. It is unique because of it’s New Orleans style menu which includes different type of chicken and regional items. The chain is known for its Louisiana heritage and authentic New Orleans food. Popeyes has become one of the largest fast food chicken restaurant. Popeyes has about 2,600 restaurants in the United States and around the world. (10) In 2016, Popeyes Louisiana Kitchen had a net income of $42.8 million. (11) Kentucky Fried Chicken is headquartered in Louisville, Kentucky. When it first started, it had one cook who created the world-famous fried chicken recipe. There are more than 21,000 KFC restaurants in more than 130 countries around the world. (12) In 2015, KFC decided to undergo a “re-colonelization”. KFC decided to bring back the man who started it all, Colonel Harland Sanders, and reinvent its menu, remodel the restaurants and re-train the employees. (13)

Consumer Analysis Primary Consumer According to Simmons OneView Data, the primary consumer of Chick-fil-A are within these ages: • Age range of 18-24 makes us 10.6% of the people that eat at Chick-fil-A. • Age range of 25-34 makes up 19.5% of the people that eat at Chick-fil-A. Diners also have the following lifestyle indicators that eat at Chick-fil-A most often: • 56.9% of diners are currently married • 20.8% of diners highest level of education completed is 3 years of College • 21.6% of diners are Baptist • 12.8% of diners are homemakers • 12.4% of diners work over 51 hours a week • 12.7% of diners work in Public Administration • 12.2% of diners work in MGMT/Business and Financial Operations From this data, many of the primary consumers of Chick-fil-A are between the ages of 18 and 34 and are currently married. They also work over 51 hours a week.

Diners also have these familiar makeups: • 20.9% of diners have 4 people in their household • 15.2% of diners have children between the age of 2-5 in the household Diners also come from the following Geographical regions: • 7.8% of diners are from the Northeast • 9.3% of diners are from the Midwest • 69.3% of diners are from the South • 13.7% of diners are from the West Income • 12.3% of diners have a household income of $60,000-$74,999 • 18.3% of diners have a household income of $100,000-$149,999

6

According to Mintel, Chick-fil-A is very well known in the Quick Service Restaurant (QSR) market.

With Chick-fil-A creating a more premium and expensive menu item, it would appeal to the highly affluent customers. The majority of the consumers of Chick-fil-A are currently married with young children. They are relatively young and aren’t high-earners yet. Chick-fil-A has started to target families with children by implementing pre-ordering food to allow faster service for families.

Brand Analysis Position Chick-fil-A is one of the major brands among fast food chicken franchises and fast food restaurants (1) in the US, by holding the largest market share (31.6%) in the fast food chicken franchises. (2) The company claims that “We didn’t invent chicken, just the chicken sandwich,” (3) and their boneless chicken breast sandwich has become one of their best-known items on the menu since 1946. In June 2010, the company introduced the spicy version of the sandwich: Spicy Chicken Sandwich. (4) Chick-fil-A also claims to use high-quality ingredients, and sources their ingredients from the US. Unlike fast food restaurants that open 7 days a week, Chick-fil-A’s founder, S. Truett Cathy, decided to close the restaurant on Sundays, encouraging the employers and customers to worship or spend quality time with their families. (5)

Consumer perception Our primary research shows that the keyword UW-Madison students tie to Chick-fil-A includes Christianity and Chicken. Their Christianity value has been negatively perceived by students, mainly contributed by their anti-same-sex marriage position in 2012. (6) Besides ordering Chickfil-A’s Chicken Sandwiches, Madison students order nuggets and suggested that it is one of the best nuggets they’ve ever had. A Facebook video went viral in August 2018 of a woman applauding Chick-fil-A for their restaurant service and their army base location. (7) The research will be further developed throughout the semester. By conducting questionnaires with students and Chick-fil-A customers in stores, we aim to understand more perceptions from different background and positions.

Branding execution Chick-fil-A’s tagline “EAT MOR CHIKIN” was first executed by The Richards Group as a billboard campaign. The campaign features a cow writing the tagline, as if the cows are saving themselves from being eaten by humans. (8) In 2002, the company established “cow appreciation day”, inviting customers to dress in cow costumes to receive a free entree. The tagline and adoption of cows continues to appear in Chick-fil-A’s ads today. To match the company’s fresh and premium ingredients, Chick-fil-A has stated that, by the end of 2019, Chick-fil-A will shift to a no-antibiotics-ever standard (10), and aims to serve 100% cage-free eggs by year-end 2026. (11) In 2006, the company started its breakfast campaign. Since then, they have adjusted the menu on multiple occasions, removing cinnamon-cluster and multigrain oatmeal from their breakfast menu while adding the Egg White Grill in 2016 (12). Chick-fil-A promoted their breakfast in September 2013 with a “Breakfast on Us” program. It gave away free entrees but required customers to sign up online for the Chicken biscuit. (13) In addition to their food, Chick-fil-A emphasizes their charitable efforts. The company has been providing scholarships as early as 1988 (14), and published a series of True Inspiration Scholarship Winner campaigns in 2017. On September 17th, Chick-fil-A announced the opening of their location in a Chick-fil-A in Raleigh, NC and provided food for local shelters impacted by Hurricane Florence on a Sunday. (15)

7

Chick-fil-A’s most recent campaign is #thelittlethings, which emphasizes their details on food sources. (16) To promote its mobile-app and membership program, Chick-fil-A One™, the company gives away free 8-piece nuggets when customers download the app. Membership levels consists of three levels: Chick-fil-A One™ member, silver member and red member.

Results from LexisNexis show that most of Chick-fil-A’s published pieces are from south-eastern US, which is consistent with customer and store-location data.

Website/Social Media The main color identity of Chick-fil-A’s website is red and white, with “menu”, “stories”, and “about” featured on the static menu bar. As of September, the homepage displays their free 8-piece nuggets promotion. The menu items are displayed with the price and calorie counts in the bottom, while the price of the items are subject to change depending on users’ location setting. The stories category is named as “The Chicken Wire,” which documents Chick-fil-A’s blog posts. The page is sub-categorized into food, lifestyle, inside Chick-fil-A and news. Blog posts are updated frequently, sometimes with two posts per day, and grabs reader interest with headlines like “What’s the Most Popular Chick-fil-A Sauce Where You Live?” (17) Chick-fil-A is also consistent in posting on their social media platforms: Instagram, Facebook and Twitter, but Facebook updates are not as frequent as the others.

Competitor branding The second and third major brands competing with Chick-fil-A are Popeyes and Kentucky Fried Chicken (KFC). Popeyes originally started with the “Love that Chicken” tagline in 1980, and switched to “LOUISIANA Fast” in 2008. In the same year the company introduced its “$5 BONAFIDE® Big Box.” (18) As of September 2018, Popeyes has published a website, mobile app and social media platforms including YouTube, Facebook, Instagram and Twitter. The website interface is more simple and does not include a blog page. Aside from menu items and about section, the menu bar consists of promos and coupons section.

KFC introduced their “Finger Lickin’ Good” tagline in 1956, but changed to “So good” in 2011. (19) The website, however, shows up as “KFC: Finger Lickin’ Good.” For email subscriptions, KFC manages “The colonel’s club”. They also publish the “CHICKEN CHATTIN’ with the Colonel” as their blog to engage with the customers , but have yet published a mobile app in the US.

8

Media Analysis Chick-fil-A utilizes a variety of media platforms to reach its consumers including television, print, radio, and different web-based mediums. The company also spent a total of about $117 million dollars on advertising from May 2016 to April of 2018, according to a report from Kantar Media (1).

About $108 million, or 61 percent, of this budget was spent on network, spot, or cable television advertising. Chick-fil-A’s competitors actually allocate more of their individual budgets to television advertisements (1). The Kantar Media report also showed that, in the same time period, Popeyes, Church’s, Burger King, and McDonald’s all spent over 76 percent of their budgets on different forms of television advertising (1).

Chick-fil-A distinguished themselves from competitors, especially those in the fast food chicken industry, by spending a larger percentage of their advertising budget on national and local radio, online videos, paid internet searches, and outdoor platforms like billboards and displays (1). Chickfil-A’s decision to market more heavily in these mediums allowed them to differentiate themselves from their competitors, better capturing the attention of consumers.

Chick-fil-A consumers tend to be active Internet users. According to Simmons OneView, about 31 percent of consumers who eat at Chick-fil-A most often also have above average internet activity levels (2). Moderate consumers are even more frequent internet users, as they are 63 times more likely than the general population to have internet activity levels far above average (2). Continuing to invest in online video, mobile web, and internet search advertising would be beneficial to Chick-fil-A to reach and build their brand loyal customers. However, despite consumers’ high internet activity, they also have above average internet involvement, meaning their activity is broad in nature (2). This could create a challenge for our team in selecting where to advertise online because our target audience does not have narrowly defined patterns of internet use.

In a changing media landscape, reaching consumers with less traditional media forms, like social media, is becoming increasingly important. According to Simmons OneView, about 87 percent of those who eat at Chick-fil-A most often are social media users (2). Simmons also revealed that about 37 percent of frequent and 41 percent of moderate Chick-fil-A consumers use social media or networking websites three or more times a day (2). Frequent Chick-fil-A consumers were 30 percent more likely than the general population to follow sports and athletes on social media and/or networking sites (2). This correlation was even stronger with moderate consumers of the franchise who were 62 percent more likely to follow sports/athletes on social media than the average person (2).

Chick-fil-A has a strong social media presence with 1.1 million followers on Instagram, 938K followers on Twitter, and over 8 million likes on their Facebook page (3,4,5). Chick-fil-A should work to maintain this social media presence in addition to integrating the interests of their consumers into their content to ensure their brand is perceived positively by their audience.

Category Creative Analysis Chick-fil-A has recognizable key elements in their ad campaigns and imagery. Their brand tagline is “Home of the Original Chicken Sandwich” since their claim to fame is being the inventor of the chicken sandwich, and while no evidence has come up to dispute the claim there is no evidence to support it either .Their logo remains a testimony to their original mascot, Doodles, a anthropomorphized chicken which is apart of the ‘C’ in the Chick-fil-A cursive writing. Throughout the years they’ve kept a cursive logo and stuck with a red and white theme. But Chick-fil-A is more known

9

recently for their slogan “EAT MOR CHIKIN” which is specifically written by the rogue heifer cows who would prefer humans eat chicken rather than beef. This campaign was first debuted in 1995 when Chick-fil-A was a client of The Richards Group. In 2016, Chick-fil-A changed advertising agency after 22 years with The Richards Group. They haven’t come up with a campaign as successful as the heifer cows but have been keeping their website updated and still producing some mildly funny advertisements.

Billboard/print ads Recently Chick-fil-A’s ad campaign features the rogue cows encouraging (potential) customers to eat more chicken and is the primary topic, especially for billboard ads and also for print ads. Their print ads also feature product, showcase their philosophy and promote their app.

Television ads Chick-fil-A has four main ad topics: the rogue cows, crazy breakfast which highlights key historical figures who were considered “crazy” and have them promoting Chick-fil-A’s breakfast options, kind rivalry (#RivalryRestaurant) which showcases rivalry football teams and brings them together (usually with a chicken sandwich), and #thelittlethings which showcase customers and employees who have touching experiences with Chick-fil-A and hows it’s impacted their lives. The rogue cows is an old ad topic, but a successful and recognizable campaign even today. The crazy breakfast, kind rivalry, and the #littlethings are their most recent campaigns since leaving The Richards Group.

Website The website has the key white and red colors and have a ‘story’ tab where visitors can read about food, lifestyle, news, inside Chick-fil-A and #thelittlethings. The stories/articles under the food category showcase Chick-fil-A’s healthy options, post recipes to cook at home and talk about Chickfil-A’s ingredients, which sauces are more popular and instructions/tips for meal kits. The lifestyle section contains human feature stories and is similar to the #thelittlethings category. The news category posts about new products and locations, events and other public relation articles. But for a closer look inside Chick-fil-A showcases worker experience, their scholarship programs and their community/philosophy outreach. The #thelittlethings have the videos and more information about the featured people(persons). All of these articles and posts are under the ‘Stories’ tab or ‘The Chicken Wire’.

Radio ads There are minimal radio ads for Chick-fil-A. The radio ads are usually local ads for a singular restaurant rather than Chick-fil-A as a whole.

Competitor Advertisements KFC: overall have comedic and informative (about product and deals) advertising. They’re main advertising gimmick is the Colonel. They advertise about products such as new chicken (crispy, spicy…) and deals such as the $5 box.

Churches: overall entertaining and comedic advertising usually promoting money deals Burger King: overall entertaining, comedic and informative advertising promoting value meals and their partnership with cheetos and having cheeto flavored ‘blank’.

McDonalds: overall entertaining, comedic and informative advertising promoting a variety of things: value/$1 meals, their products, health-sustainable food, cage free eggs - breakfast all day.

10

Also had spanish commercials. Golden arches logo, tagline “I’m Lovin’ It”, yellow and red color scheme.

Popeyes: overall entertaining/comedic and informative advertising. Feature products have a recognized spokesperson and their theme is Louisiana/New Orleans.

Taco Bell: overall entertaining, comedic and informative advertising promoting deals, breakfast/ late night menus and their products in partnership with Doritos. One campaign is the Belluminati.

Stick to a color scheme of purple, black and orange (yellow). Some campaigns include “Live Mas” and “Think Outside the Bun”.

Wendy’s: overall entertaining/comedic and informative advertising. Ads feature products and deal promotions. They have “Wendy” as their logo and persona. Campaign of never frozen beef, “It’s way better than fast food. It’s Wendy’s”. Have a twitter that is well known for roasting other restaurants and people.

Public Opinion and Stakeholder Analysis Major Stakeholders Chick-fil-A Corporation: The main stakeholders for Chick-fil-A are the Cathy family, customers, and employees. This privately owned company places an emphasis on their family values to create a positive and comfortable environment. Chick-fil-A is majorly known for inventing the boneless chicken sandwich in 1964. Now, with more than 2,100 restaurants and the title of the nation’s largest chicken chain, this company prides itself with being the first restaurant to pair shopping with eating by opening one of their first sites in a mall. From production, all the way to the consumers enjoying their products, Chick-fil-A satisfies in all aspects.

Chick-fil-A Production Gets their products from farms all over the country. Prides themselves in making sure that their food is 100% real and abides by the Animal Wellbeing standards. In 2016, they began to introduce a system of traceability that now, by the end of 2018, will be in full effect. Each restaurant will be able to trace their food products from supplier to restaurant. Chick-fil-A has followed and will always follow the saying, “Food is essential to life, therefore make it good.”

Employees Training for Chick-fil-A employees is taken very seriously. Truett Cathy wants to make sure that the work environment is positive and fun and that the customers can see the love that the employees have for working there. The Cathy family focuses on hiring young, ambitious employees. Truett Cathy was not able to attend college himself, so to ensure that his employees had this opportunity, he created two different scholarship opportunities for workers to apply for and receive to aid them in their education endeavors. Due to Chick-fil-A’s appreciation for their employees and passion for a happy and healthy work environment, the franchise was named one of the top 100 best places to work by Glassdoor in 2017.

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.” Millenials stay clear of the controversies surrounding Chick-fil-A and focus on the positivity of their brand, remaining loyal to their favorite fast food restaurant. Since Chick-fil-A’s net (positive) community impact is much higher among Southern

11

residents (59%) than Northeast (29%), West (31%), and Midwest (34%), they agree with their family values. The true customer support was reflected when the restaurant was named “Best Franchise Brand” in 2018 by Airport Revenue News. Recently, the brand continued to show their appreciation for their consumers and remain true to satisfying customer needs, by going against their own values and opening up on a Sunday during Hurricane Florence to make sure that their customers were fed and in a safe environment during a major time in need.

SWOT Analysis Strengths • • • • • • •

High market share with low advertising budget Top 100 company to work at Higher quality/healthier food, better customer service, happier employees Food is 100% real and animal well being standards Price: cheaper than competitors Philanthropy App/loyalty program

Weaknesses • • •

Only one strong/recognizable campaign (Eat Mor Chiken) No all day breakfast Not updating social media frequently

Opportunities • • • • •

Possible to reach consumers through social media with emphasis on sports/athletes Brand gives scholarship opportunities to employees Advertise more on philanthropy Catering (expanding) Consumers looking for alternatives to red meat (U.S. beef consumption expected to decrease), U.S. chicken consumption expected to increase slightly until 2023 (1).

Threats • • •

There’s a lot of healthy competition (McDonalds) Competition has larger advertising and marketing budgets Other companies are adding healthier menu options as well

Key Issues and Implications •

•

•

Chick-fil-A only has one major/strong campaign, Eat Mor Chikin. This is an issue because it is too broad and doesn’t show everything that Chick-fil-A does.

Implication: With more slogans and campaigns, it will allow for more diners and people to understand what Chick-fil-A is and what they have to offer.

Chick-fil-A has strong political views, which affect the spreading of the brand in different regions.

Implication: When people think of Chick-fil-A, one thing that comes to mind is their political values. With a new campaign, people will not think of their political values first and it will allow for the brand to spread to different regions.

Brand loyalty is not established with more northern consumers Implication: Chick-fil-A needs to become more known in the northern region by spreading their brand awareness and promoting it.

12

Campaign Plan 13

Objective Whether you are at your work, a tailgate or even just at your kitchen table, Chick-fil-A is there for you with the best we can provide. The campaign will introduce Chick-fil-A as customers’ best friend in life– the quality friends you are happy to spend time with. With two targets at different age groups and occupation, the campaign resonates with existing young family customers. Realizing that Chick-fil-A is irreplaceable, these young family owners will further share the quality food with their families too. The second target group, college sports fans, are encouraged to enjoy the better tasting food with their friends, even catering Chick-fil-A to their tailgate. When executing the new campaign, we will acknowledge that there are new customers who did not grow up with the brand.

But Chick-fil-A is here now, and we are the best friend you met later in life.

Target According to Simmons Oneview data, 69.3% of Chick-fil-A diners are from the South, which was expected because the company is a Southern-based restaurant. While the percentage of diners from Midwest and Northeast are comparatively low, which is 9.3% and 7.3%, Chick-fil-A has been opening their locations in these regions. Therefore our campaign will need to targets toward both existing customers in the south but also introduce Chick-fil-A to Midwest and Northeast residents.

Primary Target Our primary target will be busy young families, for many of the primary consumers of Chick-fil-A age between 18 and 34. 56.9% of our diners are currently married, 20.9% have 4 people in their household and 15.2% of them have children between the age of 2-5. (Simmons OneView, 2016) The majority household owners are women in the South, so the target group will create more appeal to women than men. We want Chick-fil-A to become these busy family's choice of meal when they are busy but ensuring their kids are eating healthy food. Although most of the traits are based on Southern busy young families, Northeastern and Midwest young families may share identical characteristics with them. When the kids of these young families grow up with Chick-fil-A, they are likely to develop loyalty to the brand too when they leave home for college.

Jessica is aged between 25 to 34, living in the South and finding the balance between work and family. Her youngest kid is under 6 years old, who is taken care by her parents at home. Every day she drives a domestic family car to work, wearing her two-piece pant/skirt suit in black or navy. She likes to post her life or share posts on Facebook, while also trying to catch up with the Instagram trend.

She’s not a risk-taker, but she enjoys a variety on budget when it comes to her food choice.

(Simmons OneView, 2016) This is why Chick-fil-A is her favorite quick-service restaurant: she can do variations on sauces for her chicken sandwiches, or get salads when she want to eat something healthy. She does not bring her kid to Chick-fil-A that often though because she is concerned about the nutritional values of fried chicken sandwiches. We want to let Jessica know that her kid should enjoy Chick-fil-A as much as she does, and they can spend a quality family time in the restaurant.

Secondary Target Targeting sports fans, especially those of football, will help Chick-fil-A gain its appearance in the college campus. According to Simmons OneView, moderate Chick-fil-A consumers are 62 percent more likely to follow sports/athletes on social media than the average person. With Chick-fil-A’s tradition of the Peach Bowl, the brand already has an affiliation with football culture. Our data shows that our loyal customers are likely to watch or attend college football games too, so they could be connected to the campaigns targeted towards college students even though they might be working already. Lastly, the Midwest is also known for its strong football culture (ex. Big Ten Football) so this move expands Chick-fil-A’s recognition in the region.

14

Mike is a college student from one of the Big Ten schools. As a big fan of college football, he spends most of his Saturdays tailgating, attending games, or going to bars for the watching parties. Mike likes to make sure that he has a meal before watching the game and his favorite meal to eat before is Chick-fil-A. He chooses Chick-fil-A not because of how healthy the food is, but simply for the great taste and the convenience. Instead of the chicken sandwich, nuggets are Mike’s favorite items from Chick-fil-A. Just like other Midwesterners, he likes to pair them with Chick-fil-A’s BBQ sauce.

(Rossing, 2018)

Campaign Strategy Position Chick-fil-A has firmly established its positioning as America’s original chicken sandwich restaurant.

At the intersection of fast-food burger joints and fried chicken restaurants, Chick-fil-A knows where they stand, and consumers do too. While this positioning is an accomplishment Chick-fil-A can and should be proud of, we want people to know what’s so great about the original chicken sandwich restaurant. Marketing efforts of the “Eat Mor Chikin” taught consumers that the chicken sandwich is out there, and Chick-fil-A is the place to get it. The next step is to let consumers know what the ownership of the original chicken sandwich lets Chick-fil-A do for its customers, employees and community. Chick-fil-A should be known as the restaurant that brings everyone together, because they are more than just the items on their menu. Chick-fil-A is a community of friends that will be there wherever you are.

How Chick-fil-A stands out In a world full of fast food restaurants, Chick-fil-A stands out because of its impeccable customer service. We provide quality meals, in an efficient manner. Our employees pride themselves in their friendliness and accuracy, all while keeping the customer’s time in mind. This makes the customer experience different from the others. Our efforts have been proven by numbers: The ACSI Restaurant Report 2018 shows that we were ranked number one, third year in a row, in customer satisfaction under the limited-service restaurant category. When people think of Chick-fil-A, they not only talk about the food, but agrees that our staff values our customers.

We also have a strong connection with our loyal customers and try to make all the customers feel special not just through customer service. We launched our loyalty program in 2016 as “A-list” only for the most loyal customers. In 2018 we transformed the “A-list” to the Chick-fil-A One™ program which everyone can download. We allow our closest customers, the silver and red members, to donate meals or send gifts to their families which makes Chick-fil-A not only a restaurant, but the company who invites customers to join our community.

ACSI Restaurant Report 2018 on Limited Service Restaurants.

15

Unique Selling Proposition Great food quality. Our food tastes better than our competitors because we make them with great ingredients. People would choose our chicken sandwich over the other options because of the food quality. Jessica buys our chicken sandwich and nuggets because they are healthy for her kids. Mike gets our nuggets for the great taste; our primary research also shows that college students love our nuggets, sometimes more than chicken sandwiches. As we create our items with with the best ingredients we can offer, we do not need to create “premium” line items like other quick service restaurant. (Mintel, 2018) Because we have been devoted to sourcing the best ingredients for the customers.

Brand personality Chick-fil-A’s current brand personality is very traditional and family-oriented, like a dad or mom who takes care of the family. We are sincere people who always try to keep our promises. Although people like us, they may get tired of us occasionally because we do not surprise them. Therefore, we want to bring something new to them, by redefine the concept of “family” with our new campaign.

From tailgates to workplace, we are your closest friend whom you trust, have fun with and treat as a family member. Instead of the parent-kid relationship, we are more like brothers or sisters who you feel more relatable. We want to become wittier; the current tagline consists of a humorous tone and we will impress people more with this element, while still remaining the warm hearted personality.

When people think about Chick-fil-A, they can recall the happy and funny times in their life because we are present in those occasions. Our goal is to connect more with the consumers and audience members wherever you may be and whatever you may be doing, and accompany the customers in their life because we are the best friends you do not want to lose in life.

Media Scope Timing Chick-fil-A spent more on advertising between September and February during 2016-17 and 201718 (2018). Similarly, our campaign will occur from August 2019 through February 2020. These months will enhance our messaging as they include the key events of students heading back to school, collegiate sporting events, as well as various holiday breaks often spent around friends and family.

Location Chick-fil-A is a nationally recognized brand with restaurants located in nearly all of the continental United States. The states with the most restaurants are Texas, Georgia, Florida, North Carolina, and Virginia (3). When accounting for state’s population, the states with the most locations per population are Georgia, South Carolina, Alabama, North Carolina, and Virginia (8). In examining both the overall number of franchises and their dispersion amongst each state’s population, it is apparent that the company has a strong market presence in the Southeastern United States.

Directing messages where Chick-fil-A has a strong presence is important to maintaining loyal consumers, but the franchise also recognizes the importance of growth. On their website, Chick-filA’s has specified 28 states, some with specific counties, that are target markets for expansion within the coming 12-24 months (12). Of these markets, only 14 percent are located in the South, whereas about 32 percent are located in the Midwest, 29 percent in the Northeast and 25 percent in the West (12). This expansion of Chick-fil-A presents an opportunity for our campaign to communicate our competitive advantage to newer audiences.

16

Media mix We plan to use a combination of impact, digital, and traditional media sources to reach both our primary and secondary targets. A more detailed explanation of our media decisions is found in the media plan.

17

Creative Brief Situation Chick-fil-A is THE chicken sandwich restaurant. This has been made clear through the past campaign of “EAT MOR CHIKIN”. The Eat Mor Chikin campaign emphasized the unique selling proposition of Chick-fil-A; it’s not a burger restaurant; it’s not a chicken restaurant; it’s a chicken sandwich restaurant. Chick-fil-A is bringing their unique product to all corners of the United States. Due to its stores’ geographical locations, Chick-fil-A has become a well-known brand in the Southeast but has not gained such popularity in the Midwest and Northeast area, but the company has taken the opportunity to grow in the Northeast and Midwest markets. Some potential customers have been resisting Chick-fil-A for its political and religious views, specifically on the topic of same sex marriage. While Chick-fil-A has stayed firm in their beliefs they do not want to discourage potential customers from enjoying their product.

Moving Forward Our goal is to move Chick-fil-A beyond the chicken sandwich restaurant. While quality food is the unique selling proposition, Chick-fil-A is already well known for their chicken and they have the largest share in their market. We want customers, both current and future, to have more connection and interaction with Chick-fil-A and gain more of their business. The audience should feel that Chick-fil-A is apart of their lives rather than just a restaurant that has a good chicken sandwich.

Target There are two targets for this campaign: young mothers (Jessica) and student sports fans (Mike).

Jessica and Mike will believe in the campaign because Chick-fil-A is a reputable family owned business and has been for a number of decades. Chick-fil-A has been providing a quality product that customers have loved - the chicken sandwich. Our campaign will have meaning for the target because Chick-fil-A provides a quality food that matches their busy lives. It matters to our target because they deserve to have the best product and Chick-fil-A provides the best product.

Integration This campaign will be implemented across multiple mediums including: television, billboards and print, social media and radio to name a few. Certain elements can be emphasized over different mediums. Billboard and radio ads can reach busy Mom’s such as Jessica more while television ads played during timeouts at football games will reach Mike. Since both targets are heavy social media users, social media platforms such as Facebook and Instagram can help us create a stronger connection with the them. We are also including a creative ambient interactive media to target Mike and others attending college games which is describe in detail in the creative plan.

18

Creative Plan 19

Big Idea You Deserve Chick-fil-A”. Our customers and target audience have enriching and quality lives. They play, dance, sing, love and live. They eat too, and Chick-fil-A customers deserve quality food that match their lives.

Our targets audience and others exposed to our advertising have enriching and busy lives and they deserve food and a company that is equal to the energy they give in their own lives. Chick-fil-A fits into the customers lives as a friend and/or apart of the family. Chick-fil-A is more than just a quick service restaurant, they provide quality food that you can give to your family and feel good about it. Food is an important part of our customers lives and they deserve the quality food that Chick-fil-A can provide.

Objective The main objective of this campaign is to have our customers and audience feel more connected to Chick-fil-A and choose to eat there - because they deserve it. Customers should feel that Chick-fil-A cares about them.

Chick-fil-A can be considered as a friend because they believe that their customers and their audience deserve the best and so they serve them the best food. Our target audience will pick Chick-fil-A over other quick service restaurants because of this. Chick-fil-A not only will be picked over others but sought out for quality food that customers deserve weather they need fuel for a game or fuel for their busy family lives.

Appeal The choice of choosing quality food from Chick-fil-A is a logical choice and that is seen in some of our advertisements.

But there is also emotional appeal throughout them. Though the choice of choosing Chick-fil-A’s quality food is logical, the reasoning behind why “You Deserve Chick-fil-A” can be an emotional appeal - because our target audience and others have enriching and in-depth lives that deserve more than a simple meal. Chick-fil-A is more than just a chicken sandwich quick service restaurant. Chick-fil-A can provide the quality food that matches our target audiences lives and other viewers.

Secondly, we have chosen to make advertisements that are more interactive. We want to create a relationship between Chick-fil-A and it’s customers and that requires a certain amount of in-depth communication. The emotional appeals and audience participation accomplish this.

20

Promotional Online Video “I’ll Love You Forever” P1 Rational: Based on Robert Munsch’s book “I’ll Love You Forever”, this promotional video is using a powerful and emotional message to target Jessica, consumers and others who would be exposed and interested in this viral video. It communicates the importance of family and how there can be more important things than quality food. Chick-fil-A is about more than just chicken sandwich and it cares about their workers and their families. Posted on Facebook, Youtube and other digital media the video will be easy to share and can become a viral video.

Length: ~ 4min Note: need to get copyright of book.

Mother rocking newborn baby BGS: squeaking of rocker, slight mumbles from mother and baby.

VO: A mother held her new baby and very slowly rocked him back and forth, back and forth, back and forth. And while she held him, she sang: I’ll love you forever, I’ll like you for always, As long as I’m living my baby you’ll be.

Kid running around and making a mess in the house and bathroom BGS: Kid running around, laughing and making a mess VO: The baby grew. He grew, and he grew, and he grew. He grew until he was two years old, and he ran all around the house. He pulled all the books off the shelves. He pulled all the food out of the refrigerator and he took his mother’s watch and flushed it down the toilet.

Sometimes his mother would say, “this kid is driving me CRAZY!”

21

Mother and son playing and dancing outside.

He falls asleep in her arms and then they go inside to go to bed VO: but at night time, when that two year old was quiet, she opened the door to his room, crawled across the floor, looked up over the side of his bed, and if he was really asleep she picked him up and rocked him back and forth, back and forth, back and forth. While she rocked him she sang, I love you forever, I’ll like you for always, as long as I’m living my baby you’ll be.

Kid getting scolded and mother points up stairs to go to room, kid stomps away BGS: mom yelling VO: The little boy grew. He grew and he grew and he grew. He grew until he was nine years old. And he never wanted to come in for dinner, he never wanted to take a bath, and when grandma visited he always said bad words. Sometimes his mother wanted to sell him to the zoo!

Mom comes into room with kid sniffling and picks him up and starts rocking him BGS: slight humming from Mom VO: But at night time, when he was asleep, the mother quietly opened the door to his room, crawled across the floor and looked up over the side of the bed. If he was really asleep, she picked up that nine-year-old boy and rocked him back and forth, back and forth, back and forth. And while she rocked him she sang: I’ll love you forever, I’ll like you for always, as long as I’m living my baby you’ll be.

22

Teenager son fooling around with friends BGS: teenagers laughing and talking VO: The boy grew. He grew and he grew and he grew. He grew until he was a teenager. He had strange friends and he wore strange clothes and he listened to strange music. Sometimes the mother felt like she was in a zoo!

Son graduated, parents celebrating with him. Mom gives him a long hug, rocking him. You see her lips moving telling him words of encouragement VO: But at night time, when that teenager was asleep, the mother opened the door to his room, crawled across the floor and looked up over the side of the bed. If he was really asleep she picked up that great big boy and rocked him back and forth, back and forth, back and forth. While she rocked him she sang: I’ll love you forever, I’ll like you for always, as long as I’m living my baby you’ll be.

Son bought house with wife/girlfriend, he’s growing up and hitting key life moments BGS: wedding/nice music VO: That teenager grew. He grew and he grew and he grew. He grew until he was a grown-up man. He left home and got a house across town.

23

Son gets married, they kiss and walk back up aisle BGS: wedding/nice music VO: But sometimes on dark nights the mother got into her car and drove across town. If all the lights in her son’s house were out, she opened his bedroom window, crawled across the floor, and looked up over the side of his bed.

Reception after the wedding, son is dancing with wife then it’s the mother & son/father & daughter dance BGS: wedding music, bit louder than previous slides VO: If that great big man was really asleep she picked him up and rocked him back and forth, back and forth, back and forth.

And while she rocked him she sang: I’ll love you forever, I’ll like you for always, as long as I’m living my baby you’ll be.

Man is working at Chick-fil-A and gets a call and politely takes the call. His face becomes worried.

BGS: Phone ringing, restaurant no VO: Well, that mother, she got older.

She got older and older and older. One day she called up her son and said,

24

Man is worried and pale, his co-workers/ boss signal him it’s okay to leave.

Voice on phone/Mother: You’d better come see me because I’m very old and sick.

Son walks into hospital room BGS: whirring of hospital machines, heavy breathing, sniffles.

VO: So her son came to see her. When he came in the door she tried to sing the song. She sang: Mother: I’ll love you forever, I’ll like you for always...(voice is weak and cracks) Son: I’ll love you forever, I’ll like you for always, as long as I’m living, my Mommy you’ll be.

We are more than just a chicken sandwich.

You Deserve

25

*wash out*

*wash in*

*wash out*

*wash in*

“I’ll Love You Forever” P2 Rational: As the second part to the “I’ll Love You Forever” video this will continue and finish the story of the main male character. The video will be put out on our social media sites as a second boost after an initial popularity of the first video. Posted online it will be easily shareable and connect audience members with Chick-fil-A as more than a chicken sandwich restaurant, but a company that cares about it’s customers and believe they deserve the best. Placed on multiple social media sites it can be widely spread, easily shared and go viral.

Length ~ 1 minute

Scene 1 Man is at funeral with his wife BGS: rain, pastor speaking prayer

Scene 2 Man comes home & slowly goes up stairs and pauses at top BGS: steps VO: when the son came home that night, he stood for a long time at the top of the stairs

26

Scene 3 Walks into room and picks up baby BGS: steps, slight tinkling music VO: Then he went into the room where his very new baby daughter was sleeping. HE picked her up in his arms and very slovly rocker her back and forth, back and forth, back and forth.

Scene 4 Rocks and sings to baby BGS: quiet breathing, tinkling music VO: And while he rocked her he sang Father: I’ll love you forever, I’ll like you for always, as long as I’m living my baby you’ll be.

*wash out*

Scene 5

We are more than just a chicken sandwich.

*wash in*

*wash out*

Scene 6

You Deserve

27

*wash in*

Ambient Stadium Advertising Rational: To really engage our target audience Mike and others attending college games, we will have a large digital screen displayed at select college football stadiums during home games to directly interact with the audience. The digital screen will be fitted with cameras and it will track the movements of a single person behind the screen and then will display them dressed in the team gear on the other side of the billboard. There will be a loaded scene and person behind the screen can “catch� the ball. Others may have a throw, kick or other action instead. Game attendees can record a video or take a picture of them catching a touchdown catch or throwing a hail mary and share with their friends online about how they became apart of the game and apart of their favorite team. Having the in-person interaction will connect with participants more than a still advertisement and result in better memorability.

28

Television Ad- Dinah Rational: This piece aims to connect to our primary target Jessica who is a busy working mother.

It shows that Chick-fil-A understands how busy life can be and how much is packed into one day.

Chick-fil-A can then be an option for the lives of a busy family. Jessica and her family have been running around all day, they are tired and hungry and deserve a quality meal. The scene shows a busy Mom choosing and trusting in Chick-fil-A and Jessica and other audience members can too.

This piece can be shown on broadcast television and also online to gain further ground including Youtube, Facebook and Hulu.

Length ~ 1 minute 30 seconds

Mom/parent waking up kids in the morning Mom: “Up up, time for school” Music: “I’ve Been Working on the Railroad” Background Sound (BGS): kids groaning

Kids getting ready, brushing teeth, eating breakfast putting on shoes Music: “I’ve Been Working on the Railroad” BGS: brushing of teeth, eating

Leaving house Music: “I’ve Been Working on the Railroad” Mom: “come on, lets go! In the car” BGS: hurried feet, door opening and closing, keys jangling

29

Leaving driveway Music: “I’ve Been Working on the Railroad” BGS: car starting

Dropping off at school and Mom drives off Mom: “Love you! Good luck in school!”

Kids wave Music: “I’ve Been Working on the Railroad” BGS: bell ringing

Mom at work Mom: sighs Music: “I’ve Been Working on the Railroad” BGS: phones ringing, clacking of keys

Mom sees time and leave work Music: “I’ve Been Working on the Railroad” BGS: office noise, heels clacking

30

Home with kids, bringing Chick-fil-A for dinner Music: “I’ve Been Working on the Railroad” BGS: door closes, keys on counter, footsteps, Chick-fil-A bag put on table

Eating Chick-fil-A dinner Music: “I’ve Been Working on the Railroad” – ending part of “someone’s in the kitchen with Dinah, someone’s in the kitchen I know” (music continues, but only instrumental Text: “Chick-fil-A is in the kitchen with Dinaaaahhh!! Strumming on the old banjo BGS: eating, mumbling of small talk, laughing *wash out*

You Chauffer

Text: “You wake up/chauffer/work/eat” (fade through words) *wash out*

*wash in*

You Deserve

31

Radio Ad Rational: On the radio our target Jessica can listen and relate to the scenario presented in the radio ad. Anyone listening may relate as someone who has had a mother or is a much older mother whose kids have grown. It’s common to ask your Mom frequent questions, it’s a familiar scenario that the audience can connect to and it gives a shout out to the busy Moms out there with a touch of humor. Chick-fil-A can quiet those questions and give Mom some quality time that she deserves.

For further reach this piece can be placed on music streaming media such as Pandora and Spotify to reach a wider audience who may connect either to the children or Mom. Length: ~40 seconds

Script Kid: Mom, where are my shoes?

Kid: Mom, I’m hungry.

Kid: Mom can you help me?

Kid: Mom, where’s my backpack?

Kid: Dad, where is Mom? Kid: Mom, are we there yet?

Kid: Mom, where isKid: Mom, whatKid: MomMultiple kid VO: Mom, mom, mom, mom, mom*pause* Kid: Mom what’s for dinSounds: bag being placed on counter, crinkling of bags/wrappers, eating sounds, mumblings VO: Since 1946 Chick-fil-A has been providing quality nutritious food for the gabbers, questioners, and I-lost-my-shoes-again-ers. Silence the questions with Chick-fil-A because you deserve it. You Deserve Chick-fil-A.

Billboard Ad Rational: The familiarity of the cows will appeal to the audience, but the different twist on “chikin” will intrigue audience and provide humor. The quick message is easy to read and placed before an exit for Chick-fil-A with enough distance before the exit to safely take the exit (the billboard might even provide the exit number). The message goads a driver to exit and stop at Chick-fil-A because they deserve it.

32

Print - Magazine Rational: Chick-fil-A is not open on Sundays, but that doesn’t mean they leave you hanging. With the magazine ad there will be a stiff perforated insert that contains a recipe for families and others to rip and cook for themselves when Chick-fil-A is closed. This piece shows how Chick-fil-A cares about their customers and they deserve a quality meal, even when Chick-fil-A cannot provide. While the ad appeals primary to our target Jessica it can be adapted to show a tailgate scene and provide a recipe more suited for snacking and cooking at a tailgate or even a watch party.

Interactive - Hulu Rational: This interactive piece will engage the audience with a simple and common question. It may even spark interest on social media through #chickenfirst or #eggfirst. Having the target audience actually click and interact on the ad will result in longer memorability and better recall.

After clicking on the chicken or the egg a short informative ad will pop up and either highlight dinner and lunch options or breakfast options on the menu. Each video will end with the slogan “You Deserve Chick-fil-A.�

33

Digital Rational: a simple topic that can relate to current events and elections will be placed on social media sites. It engages the reader with a question and prompts the reader so they can share their thoughts. It’s humor can reach our younger target Mike and others who are digitally active.

34

Media Plan 35

Media Objective We aim for our campaign messages to reach both our existing customers in well-established, primarily Southeastern markets, while expanding our reach to Midwest and Northeastern markets as well, further cementing Chick-fil-A’s national brand identity. To achieve this objective, Journey PR will navigate the media space using a simple philosophy: find where our target audience is and where our competition is not. This thinking is backed up by in-depth research on our demographic targets’ media use though Simmons OneView as well as our in-house analysis of Chick-fil-A and their competitor’s spending patterns across different media categories.

Demographic Targets Jessica and Mike are dynamic targets, but for the purpose of media buying we have focused in on their key demographic features. Jessica represents 25 to 34-year-old married females, especially those with kids, whereas Mike is like other 18 to 24-year-old males, especially those in the Midwest.

Both age and gender are strong variables in the media landscape, as many mediums’ content is favored more by a particular age group and/or gender.

Duration and Timing: The campaign will run from August 2019 through February 2020, with overall increases in spending during the months of September, November and January.

Our media schedule has a pulsing pattern, where there is a consistent lower level of advertising throughout the campaign and peaks of heavier advertising. The timing of these peaks depends on our competitor’s advertising patterns as well as the media category.

We plan to spend less in the month of October, as it’s a time of increased competition. For instance, in both 2016 and 2017 Kentucky Fried Chicken spent 12 percent of their annual advertising budget during October (2). Likewise, McDonald’s and Burger King also had periods of increased spending, consequently flooding the market with their much larger advertising budgets (2).

Because of our competition’s increased spending during October, they tend to spend significantly less during September and November (2). We will respond to our competitor’s decreases in spending during these two months by increasing our own spending. This will help us to better reach our targets in a less competitive media environment.

In both 2017 and 2018, Kentucky Fried Chicken decreased their spending on cable television advertising during the month of January. In response to this finding our campaign will increase expenditures on cable advertising in January, as it is a month where we have the opportunity to better challenge the spending of our competitors.

Overall, September, November, and January will be months of increased spending in television, which will drive increases in radio, online audio, and streaming video advertising, as the pairing of audio and visual mediums together have been shown to increase brand awareness and recall (4,9).

In slight contrast to this scheduling, impact media expenditures will peak in December, with events including special holiday programs and college bowl games.

36

Aperture The ideal moment for our audience to be exposed to our campaign is when their attention and interest is high. Moments where the consumer is in an “information-seeking mode” or “purchase mode” are moments we want to capitalize on, especially given their relative rarity. Through search engine optimization and marketing, we will maintain a prominent place on Internet search engines, guiding consumers to our website so they can gather menu information or place an order. Similarly, billboards guide hungry traffic towards restaurant locations in regional markets.

However, the majority of the time our target audience is not seeking out our brand’s messages, posing the challenge of finding how to maintain a presence in our consumer’s lives without being overly intrusive.

Budget Allocation The 60 million dollar budget is divided among the following three media categories: impact media, digital media, and traditional media. Three percent of the total budget has also been set aside as contingency.

37

Impact Media

College Football Regular Season Games Our secondary target was 48 times more likely than the average viewer to have watched college football in the past four weeks (1). We will run advertisements throughout the season’s entirety, from the end of August through December. Advertising will peak in September and November in line with the spending pattern established in our overall campaign.

Holiday Specials Our primary target was more likely than average to watch holiday-related programs like Santa Claus is coming to town, Rudolph the Red-Nosed Reindeer, Frosty the Snowman, How the Grinch Stole Christmas, Charlie Brown Specials, and the Macy’s Thanksgiving Day Parade (1). There is also a strong correlation between having children and an increased likelihood of viewing these programs, indicating that families often view these specials together, presenting an opportunity for our messages to reach the entire decision making unit (1). Our spending for holiday specials will span both November and December, with heavier spending in December to reflect the higher levels of programs during this month.

Ambient Stadium Displays These displays will be placed in five college football stadiums during the regular home game season.

We have selected Penn State University, The University of Alabama, Texas A&M University, Louisiana State University and the University of Tennessee–Knoxville. All of these universities rank within the top seven for home game attendance in 2017 and have Chick-fil-A locations on their campuses (5,6). This strategic placement allows both large audiences to interact with the displays and makes the purchase of Chick-fil-A following their ad experience a possibility.

38

College Bowl Games Our secondary target was 57 times more likely to have viewed a college bowl game in the past four weeks compared to the average person. Chick-fil-A has created associations with bowl games in the past with its sponsorship of the Peach Bowl in Georgia, but we want to use advertisements during college bowl games as a medium to engage with national audiences in the Midwest and Northeast as well. Our advertisements will run during December and January, with heavier spending in December to reflect the majority of bowl games occurring during this month (7).

Outdoor Billboards Chick-fil-A’s extensive use of billboards in the past will be continued in our future campaign. Other than McDonald’s, Chick-fil-A has spent more on billboards compared to Burger King, Popeyes, Church’s, and KFC from May 2016 through April 2018 (2).

Journey PR has selected to place fifty billboards in each of the following eight markets: Georgia, Alabama, South Carolina, North Carolina, Virginia, Maryland, Texas, and Florida. All of these markets have over 79 restaurant locations and high levels of restaurants per population (3,8).

We have also selected two additional markets, the Midwest and Northeast, to place billboards where there are multiple Chick-fil-A locations in each city/territory. The Midwest market is comprised of Chicago, Columbus, Indianapolis, and Detroit and the Northeast market includes New York City, Washington D.C., and Philadelphia.

Across all markets, billboards will be placed on major roadways nearest store locations. Busier roads will ensure our messages are seen with greater frequency and placement near store locations enables those interested in making a purchase at Chick-fil-A to do so following their exposure to a billboard advertisement.

39

Digital Media

Search Engine Optimization (SEO) and Marketing (SEM) Search engine optimization and search engine marketing are tools to help consumers better locate information or make purchases from Chick-fil-A. Ensuring our website remains easy to navigate and high on search lists makes it more likely that consumers will have a positive experience with the brand in a digital setting.

Both SEO and SEM will occur during our entire campaign with fixed monthly payments. We will only be utilizing SEM on Google, as it is the search engine both our targets use most often (1). For SEM, we will purchase ten phrases per month that we have selected using a Google predictive search for Chick-fil-A to better understand what it is our customers are searching for. In light of our research we have selected the following phrases: “chick fil a near me”, “chick fil a location”, “chick fil a app”, “chick fil a catering”, “chick fil a sauce”, “chick fil a nuggets”, “chicken nuggets”, “chick fil a breakfast”, “chick fil a deals” and “chicken sandwich near me”.

Promoted Video While having a video go viral naturally is always ideal, we recognize that sometimes even great content needs a push. We plan to promote a longer video that wouldn’t fit in conventional broadcast television spots. Because of the videos emotional appeals and messaging tailored to our primary target we have chosen to promote this video on both Facebook and Pinterest as our this target is likely to use both platforms (1). The video will be promoted at the beginning of our campaign during the month of August to give time for potential follow up content to be posted on our owned social media sites.

40

Pandora Audio Ad Our primary target was 62 times more likely than the average person to have used Pandora in the past seven days (1). Similarly, our secondary target was 66 times more likely than average to have used Pandora in the same time period (1). Pandora also is an attractive medium because it allows for further targeting based on our target’s demographic information, geographic location, and music taste to better ensure our ads reach our intended audience. These advertisements will follow a similar schedule as our broadcast advertisements because when paired together they have been shown to be more effective than higher frequencies alone (4).

Spotify Audio Ad: Spotify’s audience leans younger than Pandora’s, making it especially popular with our secondary target, who was 169 times more likely than average to have used the streaming service in the past 30 days. Spotify will be used on a similar pulsing schedule as Pandora, with peaks in spending during September, November, and January.

Food and Coupon Apps: Our primary target was 153 times more likely than average to have used food, cooking, and/or recipe apps in the past thirty days (1). They were also 142 times more likely than average to have used coupon or daily deal apps in the same time period (1). Given Chick-fil-A’s stronger brand awareness among this target we aren’t using banner ads to simply increase brand awareness.

Instead, we will use video ads on food apps and interstitial ads on coupon apps, as both of these mediums encourage user engagement and better recall of the ad’s content (11). Advertisements on food apps will occur consistently throughout the campaign, as there is a fairly consistent need for food and cooking across the entire year. Advertisements on coupon/daily deal apps will run during large shopping seasons like during the back-to-school period of August and September and the holiday season of November and December where our target will be especially willing to seek out deals on apps.

YouTube In-Stream Video Midwest males between 18 and 24 years were 48 times more likely than average to have visited YouTube in the past seven days (1). Likewise, our primary target was 41 times more likely than average to have visited YouTube in the same time period (1). This medium is attractive because of the limited number of advertisements shown before any content ensures a captive, more attentive audience as well. For our campaign, YouTube will follow a similar schedule to other video mediums with a lower level of ads appearing throughout the campaign and peaks in advertising occurring during September, October, and January. This scheduling is supported by a third-party study commissioned by Google found that pairing YouTube and broadcast television advertisements together led to higher ad recall and brand awareness than double the exposure of television ads alone (9).

Hulu Video Ad While advertisements on Hulu have a higher CPM than other mediums, it is a very popular outlet with both of our targets according to Simmons (1). Nielsen also found that Hulu’s ads were more effective with brand and message recall compared with broadcast and cable television (10).

Advertisements on Hulu will peak at the same time as television advertisements because of the medium’s similar viewing experiences.

41

Digital Media (continued.)

Facebook – Native and Video Ads Our primary target was 52 times more likely than the average person to have visited Facebook in the past thirty days (1). This target was also 58 times more likely than average to have accessed social media sites from different devices (1). Because of our target’s varied device usage, we have decided to purchase both native and video advertisements on Facebook. Native ads are only available on mobile platforms, but have the benefit of more seamlessly integrating our content into our audience’s social media feed. Video ads can appear more foreign on a social media page, but they are more captivating for our audience due to their visual appeal. Both types of ads will occur consistently throughout the entire campaign to reflect the consistent role of social media in our target’s life.

Instagram Ads The primary target was 126 times more likely than average to have used Instagram in the past week (1). Our secondary target was also 121 times more likely to have used Instagram in the same time period (1). Instagram is popular with both of our targets and has a lower CPM cost compared to Facebook advertising, allowing us to put out more frequent messages. Instagram, along with other social media advertising, promotes user engagement with our advertisements, as users can easily visit our owned social media pages after viewing an ad to find out more information. Like with Facebook ads, Instagram ads will also occur on a continuous schedule.

42

Traditional Media

Television Dayparts According to Simmons, our primary target is more likely to watch television during the daytime or primetime hours, whereas our secondary target is more likely to watch primetime or late-night television. Because of our targets’ media patterns we will schedule advertisements across three dayparts, with the highest concentration during primetime hours.

Cable Television: Primetime, Late Night Compared to network television, cable advertising is a lower cost option and provides more specialized audiences. Our primary target is 38 times more likely than average to live in a household that does not subscribe to cable, whereas our secondary target is about as likely as the average person to have cable (1). Knowing this, cable advertisements will cater more to our secondary target and be run accordingly during primetime and late night hours.

We will still include advertisements on programs that our primary target watches, like, Keeping Up with Keeping up with the Kardashians, Flip or Flop, Teen Mom, Chopped, and Fixer Upper; but more content will appear during shows that appeal to our secondary target (1). Some of the programs our secondary target watches include: American Dad, Family Guy, The Simpsons, Bob’s Burgers, Rick and Morty, The Cleveland Show, The Walking Dead, Mythbusters, ESPN Sportscenter, Catfish: The TV Show, The Fresh Prince of Bel-Air, and George Lopez (1).

Our advertisements will follow Chick-fil-A’s established pattern of cable advertising with peaks in January in response to KFC’s traditional decline in spending (2).

43

Network Television: Daytime, Primetime Network television serves as a coverage medium for our campaign, providing the opportunity to present stimulating and impactful messages in front of a large audience. Because of our secondary target’s more frequent use of cable, our network television advertisements will be more directed towards our primary target with timing during daytime and primetime hours. Advertisements will reach our primary target through shows like Friends and Modern Family. They will reach our secondary target through programs like Family Guy, The Simpsons, That 70s Show, and The Walking Dead (1).

Advertisements will occur throughout the campaign with peaks in September and November, when KFC and Burger King have traditionally had lower levels of spending (2).

Spot Television While broadcast and cable television provide greater national reach, spot television will be utilized in our campaign for more targeted advertising based on geographic location. Spot advertisements provide greater flexibility to select specific markets of interest, so we can better concentrate messages in those regions. We have selected to place spot advertisements in Atlanta, Dallas, Houston, Philadelphia, Washington D.C. and Charlotte, North Carolina, as there are ten or more restaurants located in each market (3). We will also place spot ads in newer markets including Detroit, Columbus, Chicago, Indianapolis, and Baltimore. In these markets, spot advertising will work to increase brand awareness.

Spot advertisements will run during daytime, primetime, and late night hours to reflect both of our target’s viewing patterns. The majority of spot advertisements will be purchased at primetime hours because both our targets can be reached during this daypart (1).

Spot Radio We have selected to use spot radio because it allows us to reach specific markets with higher frequency than television due to its affordability. We will use spot radio in the same markets selected for spot television advertisements as the pairing of television and radio has been shown to maximize brand awareness and recall (4).

Spot radio advertisements will peak on the same schedule as television, with daytime and drive time radio advertised most heavily during September and November to reflect our primary target’s preferences for network television. Late night spot radio will peak more during January to reflect our secondary target’s greater likelihood of viewing cable television. This strategy maximizes the likelihood that our targets are exposed to both television and radio ads, thereby increasing the efficiency of our messaging (4).

Our primary target listens to radio between 6am and 7pm, whereas our secondary target listens from 7pm until 6am (1). Because of their contrasting listening patterns, we will tailor our advertisements based on each individual target. For our primary target, we will purchase advertisements during drive times and daytime on Adult Contemporary, Contemporary Hit Radio, Country/Western, Hot AC, and Religious Stations (1). For our secondary target, we will purchase advertisements during late night hours on Urban, Contemporary Hit Radio, Rock, and Urban Contemporary stations (1).

Magazines We will place one print ad in both Parents Magazine to reach our primary target and Sports Illustrated to reach our secondary target (1). Both advertisement’s content will feature a recipe tailored either to busy moms or sports fans. The ad’s recipe format will ensure it stands out from other media clutter by engaging the reader in its content and consequently with the Chick-fil-A brand. The ad in Parents Magazine will appear in November around the holiday season when many families share meals with one another, and the Sports Illustrated ad will be scheduled for August to kick off the tailgating and football season.

44

PR & PROMO PLAN 45

Statement of Public Opinion In general, Chick Fil-A has been known as the restaurant with the original chicken sandwich.

However, in recent years, customers have been noticing that it is not only the original chicken sandwich place, but also the great tasting chicken sandwich, great customer service and overall great experience place. Chick Fil-A’s quality of their restaurant has made them stand out from the rest of their competitors.

The consumers see that their overall time, money and experience spent at Chick-fil-A is worth it.

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.” Due to this feedback, customers continue to come and support their local Chick-fil-A. The best way for Chick-fil-A to preserve their current customer base, of young mothers and college students, is to remind them that this restaurant is the most quality option. These two primary targets are customers that care about the food that they are eating and purchasing to provide for their friends and families. They both want quality food for the loved ones in their lives.

The best way for Chick-fil-A to promote their quality, not just their originality, is by using social media and paid articles. Social media has showcased the product of Chick-Fil-A in an outstanding way so far and we hope to continue that. With paid articles, we can maintain a lot of outreach to our target audiences and promote deals and special offers. Right now, our social media is focused on catering and providing quality meals and service to our audience, while also monitoring what our consumers are saying and how they feel about our brand. All in all, striving to make their time eating Chick-Fil-A with friends and family, that much better.

Statement of PR Strategy Issue Management Due to Chick-Fil-A’s strong Christian and Southern family values and beliefs, the brand has established a company opinion that is widely known around the country. These beliefs have created controversy over the years, but the brand has bounced back from the initial backlash and has continued to move forward. Chick-Fil-A understands the issue it has created and the evolution that has come since and Journey PR is here to help them continue on this ride to more success. We know how the public feels about Chick-Fil-A’s beliefs and the majority opinion of our consumers. We will continue to monitor public opinion about this issue on social media and through other outlets to make sure Chick-Fil-A is seen in a positive light.

Recently, for example, Rider University came out and stated that they don’t allow Chick-Fil-A on their campus because of its “anti-gay history,” according to Eater.com. One of Chick-Fil-A’s attorneys immediately commented back with, “We have no policy of discrimination against any group, and we do not have a political or social agenda. More than 120,000 people from different backgrounds and beliefs represent the Chick-fil-A brand.” Although the public may tend to reminisce on past issues, Journey PR is ready to come back with new updates on the brand and continue to push it forward.

Marketing PR Chick-Fil-A values its brand credibility with its consumers and the public, so in order for us to drive sales up and protect the brand at the same time, Journey PR is focusing on product publicity and product placement. Publicity and placement are key factors on social media accounts, so we will be utilizing these online platforms throughout the entire campaign. In order to maintain brand credibility, while promoting our product, Chick-Fil-A will continue to use real life customer’s posts on the brand’s social media accounts to show their consumers and their

46

real opinions. For example, on their Instagram and Twitter pages, Chick-Fil-A often re-posts customers pictures and retweets other’s tweets. This keeping their social media truthful, not hiding from what their customers are saying and relaying their positive messages.

Here, in recent Instagram and Twitter posts from Chick-Fil-A, they re-posted consumers pictures: https://www.instagram.com/p/BphvFTLjSrY/ https://twitter.com/ChickfilA/status/1067886686728847360

Public Relations Objectives While many people believe that Chick-Fil-A is famous because it is the original chicken sandwich place, most are unaware that it is also because of its better quality environment and accessibility. Our promotional events of “GameDay-fil-A Showdown,” “You Deserve Birthdays” and “#SlowItDown Experiential Activation and Campaign” aim to show consumers that Chick-Fil-A’s quality food can be catered and delivered to any event, anywhere. Whether you are at a sporting event, rooting on your favorite team or adding to your children’s birthday wishes, Chick-Fil-A is there for you. Our campaign objectives include the following: Promote Chick-Fil-A as a quality food service and overall experience brand.

Create the idea in people’s heads that Chick-Fil-A is their customer’s new best friend.

Improve the brand’s relationships with their stakeholders and the media in different parts of the country.

Maintain and improve the public opinion surrounding Chick-Fil-A.

47

Media Relations Strategy Relationships with consumers, employees and the world are necessities for the brand to survive.

In order for us to maintain these relationships, we have to promote Chick-Fil-A through media.

Journey PR will work closely with different media outlets to uphold a strong partnership with social media, online websites and print outlets across the country. This spread of awareness throughout different types of outlets allows us to make sure that the press and the public gain information as soon as possible. To do this, we will keep in consistent contact with the names on our media list to ensure that they are promoting our brand during our campaigns and throughout the year. This consistent coverage in different types of media outlets creates advertising on all platforms, that all of our target markets can see, instantly.

To make sure we reach our target markets, we will promote our campaign, the majority of advertisements and our promotional events during the months of August through February. These months will enhance our messaging as they include the key events of students heading back to school, collegiate and professional sporting events, as well as various holiday breaks often spent around family and friends. These events are a big part of our target market’s lives, so we decided to choose this time of year to reach them best.

In addition, we want our advertisements and messages to hit our target markets, but also spread to other geographical locations as well. Our messages will be more heavily directed at our popular locations in the Southeast United States, but we will also create more specialized, regionally specific messages for those newer Midwest and Northeastern markets. This will spread awareness to more consumers throughout the country and help our market expand.

Media Contact List Online and Print Magazines Outlet: Eater.com Contact: Monica Burton, Associate Restaurant Editor Email: monica.k.burton@gmail.com Outlet: QSR Magazine Contact: Danny Klein, writer and editor Email: danny@foodnewsmedia.com Outlet: TIME Magazine Contact: Media inquiries and advertising Email: editors@time.com Online Media Outlets: Outlet: Spotify.com Contact: Media inquiries and advertising Email: office@spotify.com Outlet: Youtube.com Contact: Media inquiries and advertising Email: press@google.com

48

Key Promotional Efforts Chick-fil-A promotional efforts will work hand-in-hand with the creative messaging to support the campaign strategy. In order to build upon Chick-fil-A’s desired brand image and advance the objectives explained in the campaign strategy, promotional efforts will focus on advocating for:

The Care that goes into Bringing Quality Food to Chick-fil-A Customers Quality food is what sets Chick-fil-A apart from the competition, and that quality doesn’t just appear out of nowhere. The company and its employees put special care into crafting the recipes, procedures and each individual order. Although Chick-fil-A isn’t exactly “fast food”, they’re surrounded by restaurants that sacrifice quality for speed in the mind of the consumer. It’s important to make sure consumers know that the quick service times at Chick-fil-A restaurants don’t mean that quality is being sacrificed. Promotional efforts will bring that idea to the top of consumer’s minds.

Chick-fil-A as its Customers’ New Best Friend Much of the promotional plan will be devoted to reinforcing the big idea of the creative campaign that Chick-fil-A acts just like the best friend of the consumer. Customers should see the brand as more than just a restaurant, but as someone who will be there with you through good times and bad. With quality food at the center, Chick-fil-A has the potential to build their image as a quality friend. For that to happen, customers need to be made aware of the different places that Chick-fil-A can be there for them. It doesn’t matter if a young mom needs to feed her kids after a long day at work or a sports fan needs to cater an entire tailgate, Chick-fil-A is the friend that has the solution.

Various PR and Promotional tactics will make that clear.

The Arrival of Chick-fil-A in New Markets After taking a while to start expanding from its established base in the South, Chick-fil-A locations are popping up in every region of the US. Not only that, but the company has plans to expand even further into the Midwest, West, and Northeast with locations coming soon. It’s time to let consumers know that the original chicken sandwich restaurant has arrived in their neighborhood.

While building upon Chick-fil-A’s already established relationship with ESPN’s college football empire, Journey PR will combine social media campaigns, experiential activations and more traditional promotional strategies to achieve that goal.

49

Promotional Tactics The target of Chick-fil-A’s promotional activity will be consistent with its primary and secondary consumer targets- young families and sports fans around the country. To speak directly to these groups, the following promotional tactics have been designed to match the refreshed brand personality that Journey PR has introduced throughout this campaign. Every giveaway, promotion, event and social media campaign should feel as interactive, witty and youthful as an interaction with the consumer’s best friend. We want the customer’s experience with Chick-fil-A to be a real relationship. Through PR and Promotions, customers will learn, laugh, win and even lose with the brand just like they would with their closest friend.

“GameDay-fil-A Showdown” One of the most valuable partnerships that Chick-fil-A is a part of is its relationship with ESPN and the world of College Football. The Chick-fil-A Peach Bowl in Atlanta Georgia, a semi-final game of this year’s College Football Playoff, will likely be one of the most-watched sporting events of 2018. While this event is a great way to gain exposure with sports fans and young families alike, that attention is concentrated within a short period of time leading up to the game. This leaves an opportunity to reach the desired target during the rest of the college football season. When it comes to college football, ESPN does a fantastic job of keeping fans engaged not just during bowl season, but throughout the entire season. Not just that, but with programming like the College Football Playoff Rankings Show and new Thursday and Friday night games, fans stay engaged throughout the entire week.

ESPN’s Saturday morning College GameDay Show should be a near-perfect avenue to reach areas where Chick-fil-A is starting to expand. Each week, the most anticipated game is selected as the site of the show, and the same game will be the host of the “GameDay-fil-A Showdown”. These are often considered the highest quality games of the week, and now they’ll be paired with quality food. Fans of each week’s winning team will be offered a buy-one-get-one chicken sandwich at locations in the winning team’s state. Sites of the show closely correlate with new restaurant locations being added around the country as well Chick-fil-A’s established presence in the South. The following is a heat map, provided by Fancred, of ESPN College GameDay locations since 1993.

The “GameDay-fil-A Showdown” will amplify Chick-fil-A’s involvement in the college football landscape. Through this promotion, customers will root right alongside Chick-fil-A like they would with their best friend, and they’ll feel the loss with them too. But regardless of the outcome, they’ll know that a quality game deserves quality food. Running throughout the entire college football season, this campaign will bring new customers into Chick-fil-A restaurants and drive sales, especially in regions where Chick-fil-A is new.

“You Deserve Birthdays” For young families, birthdays are a time to come together and celebrate, but most of all, a time to appreciate the quality people in your life. This is why Chick-fil-A intends to pair birthdays with quality food to create the celebration that customers deserve. Customers will be able to comment on Instagram and Facebook posts about why they want Chick-fil-A at their child’s or their own birthday party. The winning submissions will be provided free catering to the party. Instagram and Facebook were chosen because, together, they should encompass a majority of the primary target audience of young families. Roughly two-thirds of U.S. adults now report that they are Facebook users, according to the Pew Research Center, and 35% now report using Instagram. Those numbers are even higher within younger subsets of that demographic. “You Deserve Birthdays” will run during during times when traditional media spending is low in order to maintain a presence in our target’s mind. The primary intention of this promotion is to gain free media promotion through social media and the web. This campaign targets the young families that already love Chick-fil-A in an attempt to build an even stronger relationship and retain their loyer customer base around the country.

50

“#SlowItDown Experiential Activation and Campaign” As people are spending an unprecedented amount of time looking at their phones, computers and televisions, the millenials that make up our target are seeking experiences more than ever. This campaign is designed to satisfy that desire in a way that is consistent with Chick-fil-A’s personality.

It is made up of two parts.

Part one of the campaign will involve an interactive activation at a few newly opened Chick-fil-A locations in the Midwest and Northeast, as well as an exciting new partnership with Snapchat. 78% of 18- to 24-year-olds use Snapchat, according to the Pew Research Center, and a sizable majority of these users visit the platform multiple times per day. This is consistent with the target we are trying to reach in areas of expansion for Chick-fil-A. On the selected day, customers will walk into the restaurant and notice that the its walls are covered in LCD screens displaying videos of things like famous plays in sports, balloons popping and everyday people doing funny things. Those customers who open Snapchat to take videos of the event will be prompted with this message:

“Sometimes it's better to slow things down to ensure quality. Do you want to #SlowItDown?”

Selecting the #SlowItDown option will set off the real experience of the activation. Music in the restaurant will slow down, videos on the LCD screens will begin playing in slow-motion, and Paid actors, disguised as regular customers, will even begin living in slow-motion through their movement and speech. To avoid compromising the quality and speed of service, Chick-fil-A employees will continue to work at a regular pace, but will act as if everything is normal. The intention of the activation is for customers to share the experience through Snapchat and other social media. This will spark a conversation about #SlowItDown and lead into the second part of the campaign.

Chick-fil-A will then take #SlowItDown national. With a grand prize of free tickets to the Chickfil-A Peach Bowl in Atlanta, Georgia on the line, customers will be encouraged to take videos of their best friends on Snapchat and utilize the slo-mo feature to #SlowItDown. The most entertaining submissions will be shared through Chick-fil-A’s social media channels. The whole campaign is designed to generate media buzz and get the word out that the original chicken sandwich is available everywhere. In the end, potential Midwest and Northeast customers will know that Chickfil-A, slowly but surely, has arrived.

PR & Promotional Budget “GameDay-fil-A Showdown” BOGOs $100,000 Partnership with ESPN $1,000,000 “#SlowItDown” Activation $25,000 Partnership with Snapchat $500,000 “You Deserve Birthdays” $10,000 Press Kits $30,000 * 2 = $60,000

= $1,695,000

51

Press Releases Press Release #1: FOR IMMEDIATE RELEASE December 2nd, 2018 Issued by: Chick-Fil-A National Headquarters Contact: Jared Neumann, Promotions Director, JNeumann@wisc.edu Chick-fil-A’s #SlowItDown Contest Offers Tickets to This Year’s Peach Bowl MADISON, Wis., - Chick-fil-A is offering tickets to the Chick-fil-A peach bowl to winners of their new social media contest, according to Promotions Director Jared Neumann.

The competition encourages customers to film their best friends on Snapchat and utilize the app’s built-in slow motion filter to make the videos more entertaining. Participants can submit their video by sharing it on Twitter or Instagram with the hashtag #SlowItDown.

The guidelines for submissions are intentionally vague, according to Promotions Director Jared Neumann.

“We want to see the creativity of our customers shine in this contest. The slow-motion videos can be funny, impressive or a mix of both, but the most entertaining submissions will win,” Neumann said, “At Chick-fil-A, we know that sometimes it’s better to slow it down to ensure quality.”

The contest is a follow-up to the company’s recent promotional activation. Customers entered Chick-fil-A locations that had been transformed with LCD screens lining the walls, and, soon after, videos and paid actors slowed down to simulate real life in slow-motion. Chick-fil-A apparently wants people to know why it took so long for locations to arrive outside of the South.

“We know that it has taken us a while to expand into the Midwest and Northeast regions,” Neumann said, “We take our time behind the scenes to provide quick, quality service and food.”

The competition will run through the month of November and winners will be announced in early December. Prizes range from free catering during College Football Bowl Season to 4 tickets to the Chick-fil-A Peach Bowl in Atlanta, Georgia.

52

Press Release #2 FOR IMMEDIATE RELEASE November 18th, 2018 Issued by: Chick-Fil-A National Headquarters Contact: Nicolette Stern, PR Director, nstern5@wisc.edu Chick-fil-A Announces New Promotions For This Year’s Fall and Winter Seasons MADISON, Wis. - Chick-fil-A announced this morning the promotional efforts for their new campaign centered around the idea that Chick-fil-A is your new best friend.

One of the main promotions, “GameDay-fil-A Showdown”, focuses on Chick-fil-A’s relationship with ESPN and College Football. Chick-fil-A will be partnering with ESPN’s weekly College GameDay show on Saturday mornings, this coming playoff season. Fans will be offered a buy-one-get-one chicken sandwich if their team wins the week’s featured matchup.

“With the Peach Bowl in Atlanta, Georgia being a semi-final game of this year’s College Football Playoff, we know that fans down in the South will be loving our partnership with Chick-fil-A,” said ESPN host, Sean McDonough.

“GameDay-fil-A Showdown,” has been put in place by Chick-fil-A as an effort to support their football fans, while promoting their quality catering and new friends and family campaign.

“We want the customer’s experience with Chick-fil-A to be a real relationship,” said Promotions Director Jared Neumann, “fans can root right alongside Chick-fil-A like they would with their best friends.”

Chick-fil-A is excited about this new promotion of theirs and hopes that its consumers and football fans are too.

Along with this “GameDay-fil-A Showdown,”, the restaurant will also be putting into place two other promotions called, “#SlowItDown Experiential Activation and Campaign” and “You Deserve Birthdays” that will be revealed in the coming weeks.

53

Reference Situation Analysis Research Director Links https://thechickenwire.Chick-fil-A.com/Inside-Chick-fil-A/Practice-Makes-Perfect-Creating-theOriginal-Chick-fil-A-Chicken-Sandwich https://www.Chick-fil-A.com/About/History https://thechickenwire.Chick-fil-A.com/News/This-Is-How-It-Started https://www.strategicmanagementinsight.com/mission-statements/Chick-fil-A-missionstatement.html https://thechickenwire.Chick-fil-A.com/Inside-Chick-fil-A/20-Years-of-Cows https://www.forbes.com/sites/aliciakelso/2018/04/03/Chick-fil-As-growth-trajectory-fueled-bydemand-for-simplicity/#215520105612 http://clients1.ibisworld.com.ezproxy.library.wisc.edu/reports/us/bed/default.aspx?entid=64 https://clients1-ibisworld-com.ezproxy.library.wisc.edu/reports/us/industry/default. aspx?entid=5544 http://www-lexisnexis-com.ezproxy.library.wisc.edu/hottopics/lnacademic/ https://company.popeyes.com/company/about-popeyes/ https://www.businesswire.com/news/home/20170222006586/en/Popeyes-Louisiana-KitchenReports-Fiscal-2016-Earnings https://www.kfc.com/about https://www.businessinsider.com/kfc-is-finally-turning-business-around-2016-5 Account Director Links https://clients1-ibisworld-com.ezproxy.library.wisc.edu/reports/us/industry/majorcompanies. aspx?entid=1980 https://clients1-ibisworld-com.ezproxy.library.wisc.edu/reports/us/industry/default. aspx?entid=5544 https://twitter.com/chickfila/status/426149791324987392?lang=en http://www-lexisnexis-com.ezproxy.library.wisc.edu/lnacui2api/api/version1/ getDocCui?lni=7YKH-4W50-Y9KG-D1SH&csi=270944,270077,11059,8411&hl=t&hv=t&hnsd=f& hns=t&hgn=t&oc=00240&perma=true https://www.Chick-fil-A.com/Sunday-Video http://www-lexisnexis-com.ezproxy.library.wisc.edu/hottopics/lnacademic/? https://www.facebook.com/crssmabry/videos/10214077112174692/ UzpfSTEwMTg3OTIyMDI6Vks6MTAyMTQwNzcxMTIxNzQ2OTI/ https://www.adweek.com/brand-marketing/chicken-beef-untold-story-chick-fil-cowcampaign-171834/ https://thechickenwire.Chick-fil-A.com/Inside-Chick-fil-A/20-Years-of-Cows http://www-lexisnexis-com.ezproxy.library.wisc.edu/lnacui2api/api/version1/ getDocCui?lni=5H1P-0GF1-JBPR-X0GN&csi=270944,270077,11059,8411&hl=t&hv=t&hnsd=f&h ns=t&hgn=t&oc=00240&perma=true https://thechickenwire.Chick-fil-A.com/News/Chick-fil-A-to-Source-100-Percent-Cage-FreeEggs http://www-lexisnexis-com.ezproxy.library.wisc.edu/lnacui2api/ results/docview/docview.do?docLinkInd=true&risb=21_ T27940571449&format=GNBFI&sort=DATE,A,H&startDocNo=1&resultsUrlKey=29_ T27940548891&cisb=22_T27940571445&treeMax=true&treeWidth=0&csi=8379&docNo=17 http://www-lexisnexis-com.ezproxy.library.wisc.edu/lnacui2api/ results/docview/docview.do?docLinkInd=true&risb=21_ T27956780224&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_ T27956780228&cisb=22_T27956780227&treeMax=true&treeWidth=0&csi=7945&docNo=1 http://www-lexisnexis-com.ezproxy.library.wisc.edu/lnacui2api/ results/docview/docview.do?docLinkInd=true&risb=21_ T27956811803&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_ T27956811807&cisb=22_T27956811806&treeMax=true&treeWidth=0&csi=11063&docNo=3 https://www.businessinsider.com/Chick-fil-A-opens-on-sunday-during-hurricaneflorence-2018-9

54

https://www.Chick-fil-A.com/TheLittleThings https://thechickenwire.Chick-fil-A.com/Food/Whats-the-Most-Popular-Chick-fil-A-SauceWhere-You-Live https://popeyes.com/our-story/ http://www-lexisnexis-com.ezproxy.library.wisc.edu/lnacui2api/ results/docview/docview.do?docLinkInd=true&risb=21_ T27979053507&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_ T27979053511&cisb=22_T27979053510&treeMax=true&treeWidth=0&csi=334988&docNo=5 Creative Director Links https://www.Chick-fil-A.com/ https://www.businessinsider.com/taco-bell-has-a-new-slogan-to-replace-think-outside-thebun-2012-2 https://en.wikipedia.org/wiki/Main_Page https://www.youtube.com/ https://images.google.com/ https://adage.com/article/cmo-strategy/Chick-fil-A-drops-richards-group-after-22years/305057/ Media Director Links https://uwmadison.app.box.com/s/h9s3o4xhclk3kn98ye4m910mmlhy92e3/file/306055606840 https://oneview-simmonsresearch-com.ezproxy.library.wisc.edu/main/# https://www.instagram.com/chickfila/?hl=en https://twitter.com/ChickfilA?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor https://www.facebook.com/ChickfilA/ PR & Promo Director Links https://www.Chick-fil-A.com/Our-Standards/Where-Our-Food-Comes-From https://www.Chick-fil-A.com/Our-Standards/Where-Our-Food-Comes-From https://thechickenwire.Chick-fil-A.com/Inside-Chick-fil-A/7-Reasons-Its-Awesome-to-Work-ata-Chick-fil-A-Restaurant https://thechickenwire.Chick-fil-A.com/Inside-Chick-fil-A/The-Key-is-Caring-Truett-CathysHeart-for-Employees https://www.youtube.com/watch?v=pWj1JU5xCWA&feature=youtu.be https://thechickenwire.Chick-fil-A.com/Press-Room https://morningconsult.com/2017/11/20/with-Chick-fil-A-consumers-separate-food-fromsocial-issues/ https://www.businessinsider.com/Chick-fil-A-opens-on-sunday-during-hurricaneflorence-2018-9 SWOT Links https://clients1-ibisworld-com.ezproxy.library.wisc.edu/reports/us/bed/default.aspx?entid=42

Campaign Strategy Simmons Oneview: https://oneview-simmonsresearch-com.ezproxy.library.wisc.edu/main/# Greg Rossino. September 2018. What’s the Most Popular Chick-fil-A Sauce Where You Live?: https://thechickenwire.chick-fil-a.com/Food/Whats-the-Most-Popular-Chick-fil-A-Sauce-WhereYou-Live ACSI Restaurant Report 2018: http://dig.abclocal.go.com/wtvd/docs/ACSI%20Restaurant%20 Report%202018.pdf Quick Service Restaurants US May 2018, Mintel Academic: http://academic.mintel.com.ezproxy. library.wisc.edu/display/860445/ Kantor Media Report: https://uwmadison.app.box.com/s/ h9s3o4xhclk3kn98ye4m910mmlhy92e3/file/306055606840 Emerging Markets: https://www.chick-fil-a.com/Franchising/Franchise Location Listings: https://www.chick-fil-a.com/Locations/Browse US States Ranked by Population: http://worldpopulationreview.com/states/

55

Creative Plan https://www.flickr.com/photos/designmilk/30453904286/ https://steemit.com/motivation/@crowe/kids-a-messy-life-for-the-parent https://www.videoblocks.com/video/mother-dancing-with-toddler-under-a-gazeborb1guhykgiub9qml7 https://www.todaysparent.com/kids/school-age/thats-not-fair/ https://dissolve.com/video/mother-comforts-son-looks-royalty-free-stock-videofootage/001-D160-293-029 https://www.youtube.com/watch?v=-HXDaIOIwwU https://www.hellomagazine.com/royalty/2016052231551/queen-rania-joy-as-her-son-princehussein-graduates/ https://www.quickenloans.com/blog/can-you-get-a-mortgage-if-your-spouse-has-bad-credit https://www.themonastery.org/training/weddings/performing-a-wedding-3-steps https://mikestaff.com/blog/2017/05/mother-son-wedding-dance-songs/ https://thechickenwire.chick-fil-a.com/Inside-Chick-fil-A/An-Officer-and-a-Team-MemberHow-a-Job-at-Chick-fil-A-Helped-Prepare-One-Man-for-the-Naval-Academy https://www.videoblocks.com/video/4k-worried-man-standing-next-to-window-talking-onphone-as-rain-falls-outside-s7j4sc-8mjd5m9v5x https://www.123rf.com/photo_97699689_old-woman-dying-of-cancer-in-the-hospital-with-ayoung-volunteer-at-her-bed.html https://en.wikipedia.org/wiki/File:Chick-fil-A_Logo.svg http://www.legacy.com/news/advice-and-support/article/funeral-etiquette https://cfcv.asso.fr/ce-que-dit-la-loi/jvwb9ljxj08-ryan-tauss/ https://www.shutterstock.com/es/video/clip-25229930-man-walks-down-hallway-nice-housetowards https://aldiaargentina.microjuris.com/2018/07/06/se-extendera-a-45-dias-la-licencia-porpaternidad-para-los-empleados-de-la-ciudad-de-buenos-aires/ https://doyouremember.com/86867/kids-sleep-through-alarm-wake-up-to-mothers-voice https://www.illinoislegalaid.org/legal-information/documents-needed-school-enrollmentchecklist https://www.today.com/parents/getting-kids-ready-school-without-all-yelling-1D80113509 https://www.popsugar.com/moms/Kids-Prefer-Mom-Drive-Them-8264442 https://www.romper.com/p/10-school-drop-off-looks-that-scream-i-dont-give-af-25357 http://www.taylorfinancialgroup.com/women-investing/working-women/ https://pearl-strategies.com/2018/03/14/fab-five-tips-when-leaving-a-position/ https://www.verywellfamily.com/transition-from-working-mom-to-stay-at-home-4060523 https://www.msn.com/en-us/foodanddrink/foodnews/chick-fil-a-is-killing-a-beloved-item-andcustomers-are-furious/ar-AAAjx3a https://www.shutterstock.com/es/video/clip-25426388-children-mother-drinking-tea-onkitchen-kids https://goo.gl/images/A8eSLB https://commons.wikimedia.org/wiki/File:Family_eating_meal.jpg https://goo.gl/images/3MuSwdhttps://www.realsimple.com/food-recipes/shopping-storing/ food/storing-hard-cooked-eggs https://cooolindia.com/wp-content/uploads/2017/10/live-chicken.jpg http://www.alltechlienert.com.au/ http://www.freestockphotos.biz/stockphoto/1719 https://www.publicdomainpictures.net/en/view-image.php?image=8793&picture=egg https://www.pexels.com/photo/man-in-black-suit-jacket-1474581/

Media Plan Simmons OneView: https://oneview-simmonsresearch-com.ezproxy.library.wisc.edu/main/ Kantor Media Report: https://uwmadison.app.box.com/s/ h9s3o4xhclk3kn98ye4m910mmlhy92e3/file/306055606840 https://www.chick-fil-a.com/Locations/Browse The Media Handbook - Exploring the Media: Traditional http://fs.ncaa.org/Docs/stats/football_records/Attendance/2017.pdf https://thechickenwire.chick-fil-a.com/Inside-Chick-fil-A/Which-College-Campuses-Serve-

56

Chick-fil-A https://www.cbssports.com/college-football/news/2018-19-college-football-bowl-schedulegames-dates-times-tv-channels/ http://worldpopulationreview.com/states/ https://www.thinkwithgoogle.com/consumer-insights/cooking-trends-among-millennials/ https://www.hulu.com/advertising/case-studies/ad-effectiveness/ https://www.mobileads.com/blog/best-mobile-ad-formats-sizes-display-ad-campaigns/ https://www.chick-fil-a.com/Franchising/Franchise

57