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Chick Fil A Corporate Social Responsibility Plan


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A presentation discussing a Corporate Social Responsibility plan for Chik-fil-A. The plan focused on the use of locally grown products benefiting the economy, nutrition and environment.

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Chick Fil A Corporate Social Responsibility Plan

  1. 1. Corporate Social ResponsibilityPlanBradley, Grimmelsman, Smith<br />
  2. 2. Situation Analysis<br />Opened in 1967<br />30 million customers a year<br />2nd largest quick-sale chicken chain<br />Privately owned<br />Commitment to nutrition<br />Family Focus<br />
  3. 3. Partner with National Farmers Market Coalition<br />Boost local economies<br />21 vs. 90 cents of every dollar<br />Nutrition Commitment<br />“Green” benefits<br />EAT<br />MORE<br />LOCAL<br />GOODS<br />
  4. 4. Goal<br />To be increasing the attendance of local farmers markets by supporting and promoting the consumer benefits<br />
  5. 5. Target Audiences <br />
  6. 6. Objective 1<br />Market Strategy<br />Purchase locally-grown food<br />Adopt the market gardening policy, versus truck farming<br />Presence at farmers market<br />Distribute free Char grilled Chicken Sandwiches<br />Promotional reusable grocery bags<br />
  7. 7. Objective 1 Evaluation<br />Calculate the number of farmers willing to cooperate<br />Calculate number of attendees at participating farmers markets<br />Calculate the increase in net profits from local farmers from before and after plan<br />
  8. 8. Objective 2: Media<br />Media Education Strategy<br />Create a media kit to send to traditional print media<br />Invite food industry experts to join its “Panel of Experts” to provide their contact information and be available to the press<br />“Behind the Scenes Media Days” at local farms<br />
  9. 9. Objective 2 Evaluation <br />Media’s response to the media kit <br />How much coverage is received and its angle <br />Record how many experts were contacted <br />Measure the turnout of the “Behind the Scenes” days <br />Judge the media’s general attitude about the local events<br />Accuracy of stories<br />
  10. 10. Objective 3: Customers<br />Personal Strategy<br />Create and distribute Chick-fil-A reusable grocery bags at popular malls<br />Chick-fil-A’s cow presence at each mall event; post pictures with cow to web site<br />
  11. 11. Objective 3 cont.<br />Online Strategy<br />Facebook and Twitter<br />Contact popular farm, nutrition and “green” bloggers<br />Update Twitter during the farmers market and shopping mall events<br />Post humorous messages from Chick-fil-A cows<br />
  12. 12. Objective 3 Evaluation<br />Measure the increase in farmers markets’ attendance after one year<br />Measure the rate of Web traffic on the Chick-fil-A site, as well as the social media outlets. <br />Measure the success of the events by calculating the number of free chicken sandwich coupons actually redeemed<br />
  13. 13. Wrap <br />Up<br />Questions or Comments?<br />