Holcombe & Buffalo Speedway
Group One Social Media Advertising and PR Plan
Chick-fil-A
Fast Food & Family Values
We should be about more than just
selling chicken. We should be a part
of our customers lives and the
communities in which we serve.
S. Truett Cathy
19212014
1. Chick-fil-A, 87
2. Papa Johns, 82
#1 3. All Others, 81
4. Little Caesars Pizza, 81
5. Panera Bread, 81
6. Arbys, 80
National 7. Dunkin Donuts, 80
8. Subway, 80
Rank 9. Chipotle Mexican Grill, 78
10. Dominos, 78
11. KFC, 78
12. Pizza Hut, 77
13. Burger King, 76
14. Wendys, 76
15. Starbucks, 75
16. Taco Bell, 75
17. Jack in the Box, 74
18. McDonalds, 69
American Customer Satisfaction Index Restaurant Report 2016
Competitive Analysis
Top Social Media Platforms
http://www.pewinternet.org/2016/11/11/social-media-update-2016/
Goal
To create engaging and meaningful experiences
through the social media platforms Facebook,
Instagram, and the One App that will enrich
customers relationships with Chick-fil-A at
Holcombe and Buffalo Speedway.
HELPFUL HARMFuL
EXTERNAL ORIGIN INTERNAL ORIGIN To Acheiving the Objective To Achieving the Objective
STREeNGTHZ WEeKNiSSEZ
(Organization Attributes)
One of the top performing Chick- Majority of Facebook posts are cor-
fil-A franchises in the nation. porate produced.
Each franchise is responsible for
their own social media.
Instagram name is difficult to find
and remember. SWOT
Analysis
Strong corporate culture. Instagram account underutilized.
Interactive website and mobile app. Limited public engagement across
all social media platforms.
Affluent, family-oriented location.
App doesnt improve drive-thru wait
time.
(Environmental Attributes)
OPPORTUNITeEZ THREATZ
Increased social media engagement Chick-fil-As at Meyerland, Kirby, and
with community through gamifica- Rice (coming soon).
tion of current posts, community
focused stories, and utilization of Canes Chicken at Rice (coming
customer content. soon).
Family-focused events to increase
customer loyalty.
Increased app usage with repeat
customers and commuters..
Target Audience
Families living within the
Houston, Texas 77025,
77005, & 77401 zip codes .
Top Five Wealthiest
Houston Area Zipcodes
www.bizjournals.com/houston/print-edition/2013/11/15/houstons-wealthiest-zip-codes.html
Internet Usage by
Household Income
Digital Divides 2016 - Internet Governance Forum - Pew Research Center's Internet & American Life Project
MOR
INFORMASHUN
PLEEZ
Food is essential to life,
therefore make it good.
S. Truett Cathy
19212014
Objective One
To increase overall Facebook engagement
(likes, shares, comments, click-throughs) by
25 percent amongst families (member ages
18 54 years old) living within the 77025,
77005, and 77401 zip codes by April 1st, 2017.
Facebook Tactic One:
Chick-fil-A-athalon
Families will compete against each other in
the Chick-fil-A-athalon. The events are:
The Waffle Fry Stacking contest
The Nugget Toss
The Milkshake Relay Race
The winning family will win a $500 Chick-fil-A
gift card or Chick-fil-A will double the
amount of the winnings and donate it to
their local charity of choice. Second and
third place winners will win $250 and $100
Chick-fil-A gift cards, respectively, with the
charity option available.
Facebook Tactic T wo:
Find The Cow
The Chick-fil-A cows will make random
appearances on posts throughout
Chick-fil-A Holcombes Facebook page.
The first customer to like the post and
type their name in the comments
section wins a free Chick-fil-A sandwich!
By gamifying the Facebook posts,
customers will be incentivized to
frequent the page and engage with
the store.
Industry
Industry CPC
CPM CPM
CPC
Automotive $4.50 $0.18
e-Commerce $.7.84 $0.51
Education $5.61 $0.44
Entertainment $3.90 $0.16
Food & Beverage $3.99 $0.19
Professional Services $13.35 $1.01
Retail $5.21 $0.25
Technology $9.66 $0.40
Facebook Advertising Cost
by Industry Salesforce Advertising Index 2015 Q3
Facebook Budget: $3865.94
The more money spent for Facebook advertising, the more
potential impressions possible. We suggest $1000 over the three
month campaign period given Facebooks market share.
The Chick-fil-A-athalon will cost approximately $2865.94 based on
the following costs for 20 participating families.
Expense Item Amount
Maximum prize amount if charity option is chosen $1700.00
12 traffic cones for relay race from Amazon $ 172.08
80-100 team tags $ 91.36
3 large Waffles per family for Waffle Fry Stacking event $ 111.00
1 large milkshake per family for Milkshake Relay Race event $ 63.00
1 small nugget tray per family for Nugget Toss event $ 490.00
Objective T wo
To increase overall Instagram engagement
(likes, shares, comments, click-throughs) by
25 percent amongst families (member ages
18 54 years old) living within the 77025,
77005, and 77401 zip codes by April 1st, 2017.
Instagram Tactic One:
A Day In the Life
Instagram Stories can be used to allow
followers a peek of what is going on
behind the scenes at the Holcombe
Chick-fil-A at any given time, or to
showcase an employee by telling their
story of who they are and why they
embody the spirit of Chick-fil-A.
Example: A Day in the Life of Anna.
Instagram Tactic T wo:
Why I Love My Chick-fil-A
Let customers create content by
making short video clips of why/what
they love about their Chick-fil-A at
Holcombe and Buffalo Speedway.
Use the hashtag #whyilovemycfa
Instagram Budget: $1000.00
Promoting ads through Instagram can be cost prohibitive,
however, creating content that functions as an ad without
targeting a specific audience can be done at no cost.
To get the most out of Instagram, better photography and
videography equipment is recommended. A quality dual
function camera should fit within this price point.
Objective Three
To increase One App usage by 25 percent
amongst families (member ages 18 54
years old) living within the 77025, 77005,
and 77401 zip codes by April 1st, 2017.
One App Tactic One:
One App Free Kids Meal
Parents who use the One App to
order will receive one free kids
meal at checkout for any order
over $20.
One App Tactic T wo:
Cowz Luv Stikkerz
During the month of February,
any kids meals ordered through
the One App will include one of
three stickers that can be put
together to build a cow.
Once all three stickers are
collected, the child can bring
their complete cow to the store
and they will receive a free
cookie or ice cream.
One App Tactic Three:
March Madness
Any orders placed with the One 10% of f your next meal
App during the month of March Whenyouorderonlinethrough
theOneappandpayatregister
will be discounted 10% at
checkout.
One App Budget: $1034.00
The One apps budget is primarily in the form of food discount
incentives and changes proportionally to the volume of business
received via the One App.
Expense Item Quantity Cost per Total Cost
Each
Free Kids Meal in January Promotion 200 $3.49 $698.00
10% Discount March Madness on $15 200 $1.50 $300.00
average order
Stickers for Build a Cow 600 $.06 $ 36.00
Total Campaign Cost: $5900
$1,034.00
$1,000.00 $3,866.00
Facebook
Instagram
One App
ONE APP: MARCH
MADNESS THRU 3/31
ONE APP: BUILD A
COW THRU 2/28
ONE APP: FREE KIDS
Timeline
MEAL THRU 1/31
INSTAGRAM: WHY I MY CHICK-FIL-A - AS CUSTOMERS POST THRU 3/31
INSTAGRAM: A DAY IN THE LIFE - ONCE A MONTH THRU 3/31
FACEBOOK: FIND THE COW - ONCE A WEEK THRU 3/31
FACEBOOK:
CHICK-FIL-A-ATHALON -
POSTS THRU DAY OF EVENT
ON 1/28
JANUARY FEBRUARY MARCH
The Measure of Success
What We Are T rying to Say Is
We change the world, and ourselves, by
our response to unexpected opportunities.
S. Truett Cathy
19212014
