• Like
PR Plan via PowerPoint
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

PR Plan via PowerPoint

  • 1,511 views
Published

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,511
On SlideShare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
34
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. CHICK-FIL-A DELUXE PRPLANJamie, Nikki, Rachel & Sam
  • 2. Situation AnalysisStrengths:• Family own brand• Loyal customers• Chick-fil-a Day• Established brand in U.S.• Locations in almost every state• Sponsors sports events and non-profit organizations• Known for its chicken sandwiches• Good online presence• Weaknesses• Limited international presence• Less locations than competitorssuch as KFC, McDonalds andBurger King• Limited menu- if people wantsomething besides chicken they willbe forced to go to anotherrestaurantTarget Audience:Middle and upper class families who are looking to have chicken as analternative to beef.
  • 3. Situation Analysis ContinuedOpportunities:• More advertising on positivethings the company does tocombat the negative attentionthey’ve received from thescandal.• They already sponsor sportsevents such as the Chick-fil-ABowl and will haveadvertising opportunitiesthere.• Do a nation widephilanthropic event to combatnegative media coverage withpositive coverage.Threats:• Backlash from anti-gayscandal• Protests outside ofrestaurants• Employees beingharassed by angrycustomers• Negative media coverage• Dan Cathy’s newfriendship with Gay ActivistShane Windmeyer
  • 4. Research Questions & ActionsPrimary Research:Would disassociating Dan Cathy with Chick-fil-A helpChick-fil-A regain a positive image?-Separate Dan Cathy’s personal views withChick-fil-A.What is your target audience’s opinion of Chick-fil-A?-Conduct surveys and focus groupsDid the target audience’s opinion change after theanti-gay controversy?-Conduct surveysDid the controversy hurt sales?-Gauge and compare rate of sales before, duringand after controversy.Would disassociating Dan Cathy cause problems forhis anti-gay statement supporters?What percentage of social media involving CFA ispositive?Secondary Research:How diverse is the ethnicity of Chick-fil-A employees?What actions has Chick-fil-A taken during the anti-gaycontroversy?Did Chick-fil-A social media views go up aftercontroversy?Do Chick-fil-A employees feel welcomed in their workenvironment?Would Chick-fil-A going green make a difference tocustomers?How many competing fast food restaurants are energyefficient and eco-friendly?
  • 5. Reshape Chick-fil-A’s image as a diverse,family oriented and eco-friendly environment.Goal Statement:
  • 6. coverage involving Chick-fil-A by 35%in 14 months.Strategy 1: Host a picnic event topromote Chick-fil-A as a diversecompany.Tactic 1: Host an annual countrywidediversity themed picnic during thethird quarter near Chick-fil-Aheadquarters in Atlanta.Tactic 2: Invite five guest speakers ofdifferent cultures to share theirAmerican story and what diversitymeans to them.Tactic 3: Provide a “What doesdiversity mean to you” questionnaireto all attendees.Strategy 2: Encourage Americans toengage in Chick-fil-A’s social mediarecycling campaignTactic 1: Create a hashtag (#CFAgreen) tobe promoted on all CFA products duringthe whole campaign.Tactic 2: Make an online survey aboutrecycling and post it to all available CFAsocial media platforms, as well as the CFAhomepage.Tactic 3: Localize the importance ofrecycling through Facebook check-in whileproviding pictures of individuals and
  • 7. Obj. 2: Decrease the affiliation of Dan Cathyto Chick-fil-A by 20% by end of plan.Strategy 1: Host an “AmazingEmployee” ceremonyTactic 1: Gain news coverage bypitching a story about the ceremony tonewspapers across the countryTactic 2: One winner per state gets anall paid trip to the Chick-fil-A Bowl.Winners will be nominated and theceremony will be held during the firstweek of December.Tactic 3: Post “Amazing Employee”winners on Chick-fil-A’s public websiteaccompanied with a short story aboutwhy these employees were chosen.Strategy 2: Host a countrywide fooddrive involving all CFA locationsTactic 1: The food drive will begin in thethird quarter and end during the fourthquarter.Tactic 2: Create a radio and digital PSA tomotivate consumers to donate andeducate them on the impact that they canmake with CFA.Tactic 3: A poll will be held to askconsumers where they think the foodshould be donated to. The winningorganization will then receive the food
  • 8. Obj. 3: Position Chick-fil-A as the numberone eco-friendly fast food restaurant by endof plan.Strategy 1: Use print and digital media toenhance awareness of Chick-fil-A’s eco-friendly storesTactic 1: Publish an institutional print ad inBetter Homes and Gardens magazine in 14issues.Tactic 2: Post institutional digital ads onsocial media platforms- Facebook,Instagram, Tumblr etc. on a daily basis.Tactic 3: Create and air a PSA in the stateswith CFA locations that encouragesrecycling. PSA will be localized and updatedwith the MSA’s recycling policies andregulations.Tactic 4: Donate all proceeds to ResourceRecycling Systems on Earth Day.Going Green is as easy as…..www.chic-fil-a.com/go/greenReduceReuseRecycle· Recycle- Disposetrash intoproper bins.· Reduce- becomemore energyefficient.· Reuse- We userecycledproducts whilebuilding. Try touse recycledmaterials whenyou can.
  • 9. Obj. 3: ContinuedStrategy 2: Initiate a “Go Green” multiple photoentry contestTactic 1: Use Instagram, Vine and Facebook toraise awareness about recycling and use thealready created hashtag #CFAGreen.Tactic 2: Reward three consumers who post themost pictures of active recycling. First placewinner will receive a free meal for four, a CFA “Irecycle” t-shirt and an “Eat Mor Chikin” stuffedcow. Second place winner will receive a CFA “Irecycle” t-shirt and an “Eat Mor Chikin” stuffedcow. The third place winner will receive an “EatMor Chikin” stuffed cow.Tactic 3: Present consumers at every CFAlocation with a limited time offer of mint green