Professional Documents
Culture Documents
Eliana: Digital Media Portfolio
Eliana: Digital Media Portfolio
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Digital PR and
Advertisement
In this class, we were split up into groups and got to work with
a live client, Chick Fil A (Holcombe and Buffalo Speedway
location), to help them boost their social media and attract
and engage with their customers better. Our final report
includes a competitive analysis along with strategies and
tactics we suggested for this location to be more successful
with their social media.
Holcombe & Buffalo Speedway
Group One Social Media Advertising and PR Plan
Chick-fil-A
Fast Food & Family Values
We should be about more than just
selling chicken. We should be a part
of our customers lives and the
communities in which we serve.
S. Truett Cathy
19212014
1. Chick-fil-A, 87
2. Papa Johns, 82
#1 3. All Others, 81
4. Little Caesars Pizza, 81
5. Panera Bread, 81
6. Arbys, 80
National 7. Dunkin Donuts, 80
8. Subway, 80
Rank 9. Chipotle Mexican Grill, 78
10. Dominos, 78
11. KFC, 78
12. Pizza Hut, 77
13. Burger King, 76
14. Wendys, 76
15. Starbucks, 75
16. Taco Bell, 75
17. Jack in the Box, 74
18. McDonalds, 69
http://www.pewinternet.org/2016/11/11/social-media-update-2016/
Goal
To create engaging and meaningful experiences
through the social media platforms Facebook,
Instagram, and the One App that will enrich
customers relationships with Chick-fil-A at
Holcombe and Buffalo Speedway.
HELPFUL HARMFuL
EXTERNAL ORIGIN INTERNAL ORIGIN To Acheiving the Objective To Achieving the Objective
STREeNGTHZ WEeKNiSSEZ
(Organization Attributes)
One of the top performing Chick- Majority of Facebook posts are cor-
fil-A franchises in the nation. porate produced.
Each franchise is responsible for
their own social media.
Instagram name is difficult to find
and remember. SWOT
Analysis
Strong corporate culture. Instagram account underutilized.
Interactive website and mobile app. Limited public engagement across
all social media platforms.
Affluent, family-oriented location.
App doesnt improve drive-thru wait
time.
(Environmental Attributes)
OPPORTUNITeEZ THREATZ
Increased social media engagement Chick-fil-As at Meyerland, Kirby, and
with community through gamifica- Rice (coming soon).
tion of current posts, community
focused stories, and utilization of Canes Chicken at Rice (coming
customer content. soon).
Family-focused events to increase
customer loyalty.
Increased app usage with repeat
customers and commuters..
Target Audience
Families living within the
Houston, Texas 77025,
77005, & 77401 zip codes .
Top Five Wealthiest
Houston Area Zipcodes
www.bizjournals.com/houston/print-edition/2013/11/15/houstons-wealthiest-zip-codes.html
Internet Usage by
Household Income
Digital Divides 2016 - Internet Governance Forum - Pew Research Center's Internet & American Life Project
MOR
INFORMASHUN
PLEEZ
Food is essential to life,
therefore make it good.
S. Truett Cathy
19212014
Objective One
To increase overall Facebook engagement
(likes, shares, comments, click-throughs) by
25 percent amongst families (member ages
18 54 years old) living within the 77025,
77005, and 77401 zip codes by April 1st, 2017.
Facebook Tactic One:
Chick-fil-A-athalon
Families will compete against each other in
the Chick-fil-A-athalon. The events are:
The Waffle Fry Stacking contest
The Nugget Toss
The Milkshake Relay Race
$1,034.00
$1,000.00 $3,866.00
Facebook
Instagram
One App
ONE APP: MARCH
MADNESS THRU 3/31
Timeline
MEAL THRU 1/31
FACEBOOK:
CHICK-FIL-A-ATHALON -
POSTS THRU DAY OF EVENT
ON 1/28
S. Truett Cathy
19212014