Reference no: EM133204011 , Length: Wrod Count: 500 words.

Paper Assignment: Chick Fil A Restaurant Project

Here's the mindset:

1. You are a Promotional Advertising team
2. Your represent your company and brand
3. Your audience is made up of the advertising executives of your company
4. You are identifying a target whose needs are not being served by your company's current promotional strategy.
5. You are here to give us the "pitch" for this specific customer to us
6. The paper includes company background, what your company is already doing
7. You are just setting up for why you picked this new target
8. And your promotional strategy and pitch for how you will engage them

Body of the Paper:

Introduction: Introduce your company, your product or service, your company history, your traditional target customer, and how this target customer is currently being promoted TO (what platforms, what message has worked).

Now introduce the new target customer your team has identified; how are they not being served by the current promotional plan? What made your team choose to focus on this particular customer? Describe them including age, gender, income, education, geographic location, and psychographic segmentation (how this customer sees himself or herself).

For this new customer target you will detail the following: Using the 7-step process your group has already worked on:

1. Step 1: How are you segmenting this target?

a. By their current purchase behavior, their demographics (age, education, income, gender, family size, their brand loyalty, purchase behavior and/or their product or service usage).

2. Step 2: What is this customer's attitude regarding your brand or product/service?

a. How does this customer discover and interact with your brand or product service?
b. This step helps you to determine the best time, place and situation to build and maintain relationships.
c. Ask yourself, "Where are they? How do they hear about us? How do they currently interact with us? What do we need to do to get their attention? How can we get them to interact with us?

3. Step 3: What is your marketing objective?

i. Be specific
i. Does your team want to build brand loyalty with current customers? Increase brand usage?)
ii. Target a whole new customer?
iii. What outcome will you be satisfied with as a result of this promotional campaign?

4. Step 4: What needs to happen?

a. What type of brand contact does the target customer require?
b. How often?
c. What are you hoping to change about the customer's attitude?

5. Step 5: Your team's plan: What is your strategy?

a. How will you reach this particular target? How with you try to influence them?
b. What about your product can you highlight that will be attractive to them?

6. Step 6: What other element of the 4 P's can be used in the promotional campaign?

a. Is it highlighting the product itself?
b. Or featuring a certain price or rebate if that applies?

7. Step 7: What is your promotional "pitch"?

a. A commercial? Digital ad?

b. Paint the picture of the commercial or ad that your team is envisioning?

c. Set up the story and describe

i. what the ad would contain,
ii. what it would look like,
iii. the feel for it,
iv. who would you use as a representative of the target customer?
v. How would you create the perfect commercial to capture the target you're after?

Conclusion: Your team's proposed plan and how it is different from what the company is already doing.