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