Chick-fil-A - Strategic Marketing Plan

Objective
Evaluate Chick-fil-A’s event marketing efforts, including their event environment and staffing strategy and provide strategic solutions.

Program
After a complete situation analysis of Chick-fil-A’s existing event marketing plan, sponsorship strategy, staffing strategy and event environment on a national and local level, Makai devised Chick-fil-A’s 5-year marketing plan. Makai’s plan development took into consideration standards of consistency, unification, promotional tie-ins, new store openings, new types of event marketing, additional sponsorships, new methods of measurement and execution.
As part of the recommendation, Makai developed and produced a revised and updated event environment “look and feel” that allowed consistency between the large event environment down to the local, Operator event environment. Makai also recommended shifting from in-house event staffing to using trained, experiential marketing professionals.

Result
Implementation of the integrated 5-year event marketing strategy is off to a strong start. The new environment buildout launched at some of Chick-fil-A’s athletic sponsorships and received high marks from consumers, vendors, sponsorship contacts and Chick-fil-A executives. From a staffing standpoint, Makai has recently managed Chick-fil-A’s Big 12 football and Big 12 basketball on-site activation. Client feedback has been very positive.