A presentation discussing a Corporate Social Responsibility plan for Chik-fil-A. The plan focused on the use of locally grown products benefiting the economy, nutrition and environment.

1. Corporate Social ResponsibilityPlanBradley, Grimmelsman, Smith

2. Situation Analysis Opened in 1967 30 million customers a year 2nd largest quick-sale chicken chain Privately owned Commitment to nutrition Family Focus

3. Partner with National Farmers Market Coalition Boost local economies 21 vs. 90 cents of every dollar Nutrition Commitment “Green” benefits EAT MORE LOCAL GOODS

4. Goal To be increasing the attendance of local farmers markets by supporting and promoting the consumer benefits

5. Target Audiences

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. Wrap Up Questions or Comments?