chick-fil-a media plan - media planning master's project

8/7/2019 Chick-Fil-A Media Plan - Media Planning Master's Project

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Angel Edmond

Andres Gutierrez Brandt

Nancy Marquez

Josette MaximRebecca Roussell


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Business Objective


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Over 1,500 restaurants in

38 states

$3.2 billion in sales (fiscal

ending 2009)

6,152 employees (2009)

87% employee growth

(fiscal ending 2009)

Source: Hoovers and Chick-fil-A.com


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2010: Three suburban

locations open in

Chicago

2011: Two locationsplanned for Magnificent

Mile and Lincoln Park

Source: Crain's Chicago Business


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Source: Hoovers , Chick-fil-A.com, and QSRMagazine (online edition)

Chick-fil-A among best quick

service restaurants in the

U.S. for Customer

Satisfaction

McDonalds, KFC, and

Popeyes all introduced a

variety of chicken

sandwiches to menus

In 2010, Chick-fil-A

introduced The Spicy Chicken

Sandwich

First variant of the Original

Chicken Sandwich in the

chains 60+ history


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To increase awareness of Chick-fil-A brand

and products, and generate trial of Chick-fil-

A in Chicagoland area locations.


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Young unmarried men and women ages of

18-25, that are high school graduates,

who are willing to try a new brand , andwho seek a premium fast food experience

in the Chicagoland area.


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Chick-fil-A is almost equally afavorite among men andwomen, ages 18-54. However,the chicken fast food chain ismost popular among women.

Women accounted for morethan half of all Chick-fil-Aconsumers in the 18-54 agerange in 2009. Men andwomen, 18-49, indexed thehighest at 107 and 132,

respectively. Those consumerswere the most likely exposedto Chick-fil-A marketingcommunications.

45%

55%

Percentage of U.S. population

who consumed Chick-fil-A in

2009*

Men

Women


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I am willing to try new things when it comes to

fast food.


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Chick-fil-A is not your average fast-food restaurant. We

offer premium, all-white chicken menu items, which

provide our customers with quality foods and a great

experience.


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Drive awareness of this new restaurant in

the Chicagoland area

Entice trial among consumers to initiateand develop purchasing behaviors


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1. An offensive plan is recommended because Chick-fil-A will entera new market

2. Chick-Fil-A strategies will be aggressive and competitive

3. Focus on the Chicagoland area locations (Aurora, Orland Park,

Wheaton and Mag Mile in 2011)4. Strategic messages will be delivered in four phases of each

season throughout the year geared around a campaign focusedon Spring, Summer, Fall and Winter promotions.

5. Flight frequency will be high throughout the year in order toretain top of the mind awareness.

6. Launch campaigns at various geographical locations throughoutthe Chicagoland area outside of the actual restaurants, colleges,transit media where we can inform customers of our exactlocations and products.


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Source: MRIFall 2009 Media

Demographics - Head of Household

Head of Household Age - Summary18-24

010203040

5060

32

56

23 27 22 25

Heavy Media Usage (%)

Target 18-24


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Plan Overview


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Local Television


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Local Television and Rationale

According to the A.C. Nielsen Co., the

average American watches more than 4

hours of TV each day (or 28 hours/week,

or 2 months of nonstop TV-watching peryear).

Number of TV commercials seen by the

average person by age 65: about 2 million

Source: Norman Herr, PH.D.


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Social Media


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Source: Facebook.com

Reaches over 500

million potential

customers

Audience is geo-

targeted by location,

age, and interests

Build a community

Choose budget based on

CPCs or CPMs


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Source: Twitter.com

Reaches over 175million potentialcustomers

95 million tweets

written per day Promoted Tweets

Quick-turnaround toreach consumers

Modern databasemanagement


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Local Digital


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Source: Tribune Media Group

5.3 million people visit

these sites monthly

Over 118 million page

views monthly

41% of users 18-34 use

metromix.com

First choice for news,

information, and

entertainment


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Out of Home


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Expressway Billboards Transit

On an average

weekday, 1.7 million

rides are taken on CTA

Non-Traditional &

Street Teams

Will take place whenthe Lincoln Park &

Magnificent Mile

locations open Source: www.transitchicago.com


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Local Print


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Red Eye50% Male

50% Female

47% are 18-34

Reaches over 377,00 Chicagoans

daily

Reaches over 799,000 per week

Chicago Tribune

63% College Students

54% professionals, managers, andexecutives

58% with household incomes over

$75,000


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Local Radio


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Chick-Fil-A will focus all advertising

dollars on FM radio stations only.

Chicagoland area has over 40 FM dialradio stations.

According to Arbitron, Chicago is

Americas third largest radio market.


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Top 10 FM Radio Stations in Chicago by

ratings for all persons, ages 18-25

7 College Radio Stations with a FM dial in

the Chicagoland area


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Top 10 FM Radio Stations in Chicagoland by ratings for all persons,

ages 18-25 that we will focus on:

1. WOJO-FM- 105.1 - La Que Buena; Spanish

2. WGCI-FM- 107.5 Hip Hop R&B; Old School Hip Hop3. WKQX-FM- 101.1 Alternative

4. WKSC-FM- 103.5 Top 40 Pop; Dance

5. WNUA-FM- 95.5 Spanish

6. WBBM-FM- 96.3 Top 40 Pop; Dance

7. WTMX-FM- 101.9 Adult Contemporary; 80's8. WPWX-FM - 92.3 Urban; Classic Hip Hop

9. WUSN-FM- 99.5 Country

10. WVAZ-FM- 102.7 Urban; Gospel


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Investing in FM stations that have the largest reach in the

Chicagoland area increases allows Chick-Fil-A to receive the

largest exposure.

Also the selection of stations that have the highest ratings for

individuals ages 18-25 aligns with our target audience.

Target audience is unmarried men and women ages 18-25.


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7 College Radio Stations with a FM dial in the Chicagoland area

1. WCRX - FM 88.1 College; Columbia College

2. WHPK - FM 88.5 College; University of Chicago3. WLUW- FM 88.7 Alternative; Loyola University-Chicago

4. WIIT - FM 88.9 College; Illinois Institute of Technology

5. WHPK - FM 88.5 College; University of Chicago

6. WMXM FM 88.9 Lake Forest College Radio

7. WNUR - 89.3 Northwestern University Radio - Chicago's Sound Experiment


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Target audience unmarried men and women ages 18-25, which consistof huge population of college students.

Also these colleges have the largest student populations, which allows usto reach out to a larger group of students.

Although we are investing media dollars into the college stations theywill receive the least amount of money from our radio budget onlybecause college students in the Chicagoland area typically listen to moremainstream FM radio stations from (listed on the TOP 10 FM stations

that was presented in an earlier slide).


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Success Metrics


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Did we successful increase awareness of our brand and products?

How much trial were we able to generate amongst our consumers

in the Chicagoland area?

Did any consumers that tried our products return?

What is in the internet (social media sites such as blogs, Facebook,

Twitter, etc.) saying about us?

Where do we stand in this market in regards to our competitors?

Did we successfully select the correct strategic target audience?

Are young unmarried men and women 18-25 coming into our

stores?


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Which locations are more successful and why?

Have we established brand loyalty with our consumers in the

Chicagoland area?

Did the flight frequency we select have the best results?

Were our locations able to make a profit financially, did we break

even or did we lose money?

How many people have responded to all promotions that weoffered?

How many views or clicks did we receive on our digital media?


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California State University-Northridge: Television Statistics

Chick-fil-A.com: Company Fact Sheet

Crains Chicago Business: Chick-fil-A finds a perch near Mag Mile,

by Lorene Yue, 9/16/2010

Hoovers: Chick-fil-A, Inc. Company Fact Sheet

MRI

QSR.com: Local Heroes Top Golden Arches

TransitChicago.com

Tribune Media Group

chick-fil-a media plan - media planning master's project

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