Mobile-Thru
Integrated Marketing
Communications Plan
Quanyu Geng
Table of Contents
page
Buyer persona -3
Printouts -6
Social Media -10
Event Recommendation -16
Additional Plans -20
Fueling Your Day,
INTRODUCTION Fast and Fresh!
Chick-fil-A, where extraordinary flavors and
exceptional service come together to create a dining
experience like no other. We take pride in offering
you a delicious menu crafted with quality ingredients,
served swiftly to accommodate your busy lifestyle. At
Chick-fil-A, we're more than just fast food; we're a
commitment to taste, health, and the joy of great
meals. Come savor the goodness, made just for you,
at Chick-fil-A.
goals
Attract Local Customers and Enhance Convenience
Objective: Develop strategies to attract local residents to
Chick-fil-A by providing a convenient and efficient
experience through the implementation of express lines
and QR code ordering.
Promote Healthy Fast Food Options to Tourists
Objective: Educate and guide tourists visiting Oahu to
make healthier food choices at Chick-fil-A by providing
information about nutritious menu options and promoting
a balanced diet.
sarah
PERSONA
BUYER 01 TARGET AUDIENCE
Age: 32
Gender: Female
Occupation: Marketing Manager
Education: Bachelor's degree in
Marketing
Location: Currently residing in San
Francisco, California
02 BIO
Sarah Yoga is a passionate yoga
enthusiast in her early thirties who is
planning a visit to Westside Oahu.
She has been practicing yoga for over
five years and values the holistic
approach it brings to her life. Sarah
believes in the power of yoga not only
for physical health but also for
mental and spiritual well-being.
Fueling Your Day,
03 WANTS/GOAL
Fast and Fresh! Sarah sees this trip as an opportunity
to escape her busy work life, unwind,
and rejuvenate her mind and body
through yoga and relaxation.She
wants to practice yoga in a serene
and natural setting, surrounded by
the beauty of Oahu's landscapes,
allowing her to connect with nature
during her yoga sessions.
04 CONCERNS
Limited knowledge of the local yoga
community and yoga retreats in Westside
Oahu.
Concerns about finding a yoga
experience that aligns with her
preferences and level of expertise.
Balancing yoga practice with exploring
the island and enjoying other
recreational activities.
05 WHAT WE CAN DO
At Chick-fil-A we provide healthy, fresh,
and fast service to all customers. We
want to serve Sarah and help her get
what she needs during the memorable
tour in Westside Oahu.
PERSONA
The Williams Family
BUYER 01 TARGET AUDIENCE
Age: 30-45 years old
Marital Status: Married
Occupation: Full-time professionals, possibly one or both
parents working
Income Level: Middle to upper-middle class
Location: Kapolei, Oahu, Hawaii
Number of Children: 2-3 school-age children
02 BIO
Williams Family, a dynamic and busy family residing in
the bustling city of Kapolei, located on the beautiful
island of Oahu, Hawaii. Parents, John and Sarah, are in
their early 30s and have been happily married for over
a decade. Both dedicated professionals, they juggle
demanding full-time jobs while also prioritizing the
needs and activities of their three energetic and
Savor Family delightful children—Emily, aged 9; Noah, aged 7; and
Mia, aged 5.
Moments, Nourished
03 WANTS/GOAL
by Chick-fil-A Provide quick and convenient meals for the family during busy
weekdays.
Offer nutritious and healthier fast food options for the
children without compromising on taste.
Minimize the time spent on meal preparation to maximize
quality family time.
04 CONCERNS
Limited time due to demanding work
schedules and children's activities
Struggle to balance work, family, and meal
preparation
Desire for healthier fast food options for
the family
Concerns about the nutritional value of
fast food for their children
05 WHAT WE CAN DO
Convenient and efficient meal solutions
that fit into their busy schedules.
Healthier food choices for the family,
particularly the children.
Assurance of quality and trust in the
brand's reputation.
Poster
attention-grabbing poster for Chick-fil-A
Mobile-Thru involves combining visually
appealing elements with concise and compelling
messaging.
Direction Signage
Directional signage helps guide customers
through the designated path for Mobile-Thru
orders. Clear arrows, symbols, or text indicate
the correct route to follow, reducing confusion
and ensuring a smooth flow of traffic.
Awareness Card
An awareness card can serve as an
introduction to the Mobile-Thru service,
explaining what it is and how customers can
use it to enhance their Chick-fil-A experience.
Tired of
WAITING?
Skip the line.
Mobile-Thru
now
Skip the line.
This way
Mobile-Thru
Hunger Doesn't Wait,
Neither Do We
Mobile-Thru
TODAY
Introduction
Create short, snappy Reels that showcase the key
features of the Chick-fil-A Mobile-Thru app: Skip the line .
Show how convenient and user-friendly the app is.
Feature Highlights
Demonstrate the before-and-after of using the app
versus not using it, emphasizing how much easier and
quicker it is to order and pick up food using the Mobile-
Thru app. Make the customers feel they are VIPs using
this app.
User Experience: Demonstrate ease of use
Encourage users to share their positive experiences
with the Chick-fil-A Mobile-Thru app. Compile these
testimonials into Reels, highlighting the app's benefits
and how it enhances their Chick-fil-A experience.
Benefits
after a long day of visiting Hawaii, or working, people
who have Mobile-Thru app don’t have to wait in the drive-
through anymore, they can skip the line, and fuel up the
hunger.
Call to Action
have direct access to download the app as soon as the
finish the Reel.
After enjoy the
beautiful Islands
Want to
skip the line.
get your lunch
step ahead?
swipe to get your food
ready faster !
Mobile-Thru app can
help ! Enjoy the Fresh !
download
Mobile-Thru
today
Skip the line.
animal-helping Fun Day
at
Hawaiian Humane Society
Positive Public Relations:
Associating with a local business like Hawaiian Humane Society in a positive and community-
oriented event reflects well on Chick-fil-A's commitment to supporting local initiatives. It
enhances the brand's image as a socially responsible and community-driven organization.
Social Media Buzz:
Leveraging the unique hashtag #SaveTheCowsEatMoreChicken can spark conversations on
social media. User-generated content, shares, and posts about the event contribute to a positive
online presence, reaching a broader audience.
Educational Messaging:
The event can serve as a platform to educate attendees about sustainable farming practices
and the importance of supporting local agriculture. This aligns with the messaging of "Save the
Cows" and positions Chick-fil-A as a brand concerned with ethical sourcing.
The event with the "Save the Cows" slogan not
only supports a good cause but also enhances
brand visibility, community engagement, and
positive public relations for Chick-fil-A.
Farm-Friendly Fun Day
at
Hawaiian Humane Society
Raise Funds: Secure a generous donation from
Chick-fil-A for Hawaiian Humane Society.
Host online giveaways featuring event tickets, Chick-fil-A
goodies, or exclusive Hawaiian Humane Society experiences.
also, give away few free tickets through the Mobile-Thru app.
Promote Awareness: Increase awareness of
Hawaiian Humane Society and its mission.
Design Mobile-Thru flyers with the offer of event tickets as
people scan the QR code they will get a chance to win free
tickets.,.
Engage the Community: Create a family-
friendly event that brings the community
together.
challenge participants to share their favorite chicken recipes or
farm-friendly tips, with the chance to win event tickets or other
prizes.
By the end of this event, the participants will enjoyed the fun with
animals in Hawaiian Humane Society, increased relationships
within families, and learned there is a new Chick-fil-A located in
Kapolei they can use the Mobile-Thru app to skip the line, and get
their food.
Date/Time/Location
The date of the event can be considered on the second Tuesday of July. It
is the “national Cow Appreciation Day. it will start in the morning and we
have people come in the Hawaiian Humane Society, have activities, such
as horse or cow riding, and family lunches. by 12 pm we want together
everybody and have the donation event before the lunch
Expected number of attendees
As research shows there is not as many people know about Chick-fil-A, there
is 454 family in the Kaaawa area. The ranch has 1500- 2000 visitors per day.
so we can expect around 50 families to come and around 100 people who are
interested and get the ticket on that day. but it really depends on how many
tickets we can sell. then we can decide how many people will show up.
Budget for Event and a break down of costs
Event Signage and Banners: $1000 Online Marketing: $500/month
Chick-fil-A Food Truck: $500 Beverage Stations: $5/person
Workshop or Demonstration Costs: Hawaiian Humane Society can provide
Decorations and Themed Elements: $1000 Waste Management and Cleanup: $350
Number of volunteers
Registration Team: 4 Information Booth Attendants:2
Food and Beverage Team: 5: Entertainment Team: 5 and we expect
Hawaiian Humane Society
professionals to do this part
Photographers/Videographers: 2 Survey Collectors: 2
First Aid Team: 2
National cow appreciation day
Friends Family Food
Join us at Hawaiian Humane Society
July 9th, 2024
Get your ticket today
City Bus advertizement
recommandtions
Convenience Meets Cravings
advatages
High Visibility: City buses travel throughout urban areas,
exposing your ad to a large and diverse audience. The
prominent placement of bus ads ensures high visibility,
especially in busy city centers.
Extended Exposure: Unlike other forms of outdoor
advertising that may be fleeting, bus ads are on the move
for extended periods, providing a longer exposure time for
potential customers to notice and absorb the message.
Creative Opportunities: Bus ads come in various formats, I
am thinking of full bus wraps. This flexibility allows for
creative and eye-catching designs that can make a strong
visual impact and leave a lasting impression on viewers.
Why Chick-fil-A on the Bus?
your order is ready when you are!
Skip the line.
Mobile Munchies: Whip out your phone, download
the Chick-fil-A Mobile-Thru app, and order ahead.
By the time you reach your stop, your hot and
tasty order will be ready for pick-up!
Everywhere You Go: Our city bus ads are cruising
through every corner of the city, ensuring that
wherever you are, a taste of Chick-fil-A is just
around the corner.
Bus Stop Bonanza: Grab a bite while you wait!
Chick-fil-A bus ads can also strategically placed
at bus stops, turning your daily commute into a
delicious adventure.
SOURCES
Simek, K. (2023, June 28). Kapolei Commons Corepower Yoga
offers a diverse range of classes. KHON2.
https://www.khon2.com/living-808/kapolei-commons-
corepower-yoga-offers-a-diverse-range-of-classes/
Milner, N. (2020, October 13). 25 reasons we go Kapolei.
Honolulu Magazine.
https://www.honolulumagazine.com/25-reasons-we-go-
kapolei/
Caramanna, C. (2023, September 29). Guide to Kapolei, Oahu.
Travel + Leisure. https://www.travelandleisure.com/guide-to-
kapolei-oahu-7971703
Kapolei demographics. Point2. (n.d.).
https://www.point2homes.com/US/Neighborhood/HI/Kapolei-
Demographics.html
Sibley, C. (2022, October 21). Many Oahu residents first time
tasting chick-fil-A. KHON2. https://www.khon2.com/local-
news/many-oahu-residents-first-time-tasting-chick-fil-a/
What’s the cost to hire a food truck?: How we work.
FoodtruckBooking.com. (n.d.).
https://www.foodtruckbooking.us/how-we-work/what-does-it-
cost-to-rent-a-food-truck
SOURCES
Thumbtack. (2020, August 26). How much does an event
decorator cost? https://www.thumbtack.com/p/event-
decorator-cost
Post event clean up services. Events with Ease. (n.d.).
https://www.events-withease.com/post-event-clean-up-
services
