Chick-fil-A
Promotional Campaign
In my Principles of Strategic Communications course, my teammates and I developed a promotional campaign for Chick-fil-A, our agency's account. We were tasked with developing a comprehensive marketing plan to increase the company's revenue and improve its public image. Through data-backed research conducted as the agency's Account Planner, I discovered that while Chick-fil-A employees were well-renowned for their warmth, the brand itself was viewed by many - especially Millennials and Northerners - to be intolerant.
To combat this, I devised the "Welcome y'ALL!" campaign to restore Chick-fil-A's image and enhance its success as it expands into markets beyond its Southern comfort zone. The campaign's name captures its essence perfectly: highlighting Chick-fil-A's welcoming customer service, Southern roots, and newfound aim to make sure that ALL feel welcome at its locations.
Working with the Creative Team and other members of my agency, we collaborated to create a cohesive campaign plan for the client, offered in the form of a campaign book and keynote presentation. All in all, our strategy included a situation analysis, campaign strategy, creative plan, media plan, PR plan, and more. Take a look!