chick fil a corporate social responsibility plan
Post on 24-Jan-2015
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Corporate Social
Responsibility
Plan
Bradley, Grimmelsman, Smith
Situation Analysis
• Opened in 1967• 30 million customers a year• 2nd largest quick-sale chicken chain• Privately owned• Commitment to nutrition• Family Focus
Partner with National Farmers Market Coalition
• Boost local economies– 21 vs. 90 cents of every dollar
• Nutrition Commitment
• “Green” benefits
EAT
MORE
LOCAL
GOODS
Goal• To be increasing the
attendance of local farmers markets by supporting and promoting the consumer benefits
Target Audiences
Objective 1• Market Strategy– Purchase locally-grown food– Adopt the market gardening
policy, versus truck farming– Presence at farmers market– Distribute free Char grilled
Chicken Sandwiches– Promotional reusable grocery
bags
Objective 1 Evaluation
• Calculate the number of farmers willing to cooperate
• Calculate number of attendees at participating farmers markets
• Calculate the increase in net profits from local farmers from before and after plan
Objective 2: Media• Media Education Strategy– Create a media kit to send to
traditional print media
– Invite food industry experts to join its “Panel of Experts” to provide their contact information and be available to the press
– “Behind the Scenes Media Days” at local farms
Objective 2 Evaluation
• Media’s response to the media kit • How much coverage is received and
its angle • Record how many experts were
contacted • Measure the turnout of the “Behind
the Scenes” days • Judge the media’s general attitude
about the local events• Accuracy of stories
Objective 3: Customers
• Personal Strategy– Create and distribute Chick-fil-
A reusable grocery bags at popular malls
– Chick-fil-A’s cow presence at each mall event; post pictures with cow to web site
Objective 3 cont.
• Online Strategy– Facebook and Twitter– Contact popular farm, nutrition
and “green” bloggers– Update Twitter during the
farmers market and shopping mall events
– Post humorous messages from Chick-fil-A cows
Objective 3 Evaluation
• Measure the increase in farmers markets’ attendance after one year
• Measure the rate of Web traffic on the Chick-fil-A site, as well as the social media outlets.
• Measure the success of the events by calculating the number of free chicken sandwich coupons actually redeemed
Questions or Comments?
Wrap Up
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