Introduction: Congratulations! The three-part portfolio is now complete. Based on the insight gathered during the Creative Brief, Target Overview, and Message Overview; you will now craft the Media Plan – Message Strategy.

Target Audience Overview:

We have identified three distinct target audiences for the advertising campaign:

1. Families with young children: This group will likely be interested in Chick-fil-a’s kid-friendly meals and indoor play area.

2. College students: With several universities in the area, we anticipate this group being interested in the affordable meal options and convenient location.

3. Health-conscious consumers: Chick-fil-a’s menu includes grilled chicken options and salads, so we will highlight these options to attract this audience.

Directions: For this project, you will develop a message strategy for Chick-fil-A Based on the insights you have developed in previous weeks regarding the company, and on the STUDY materials you have read/viewed in this and previous weeks in the course, write a 500 – 750-word Message Strategy for the company. You develop a Message Strategy once the Creative Brief, Target Overview, and Message Overview is complete. There is a veritable menu of potential strategies for you to choose, but there are several considerations to keep in mind as you move forward:

First of all, one or more message strategies may overlap in a variety of ways. You will need to make sure to choose the strategy (or strategies) that best fits with the creative brief that you previously developed and one which ultimately meets both the needs of your client and the needs of their potential customers.

Second, you will need to make sure that the message strategy and the method of conveying that strategy fits well with the three distinct segments that you are addressing. This may mean that you develop an advertising campaign that adopts a different strategy and multiple methods for each of the segments. In other words, you may choose an Instill Brand Preference strategy but suggest a feel-good ad for the soccer moms, humor ads for college students, and sexual-appeal ads for the single customer who lives alone. Here is where the insight into the individual segments you developed while constructing the creative brief come into play.

Finally, you will also need to consider how the message strategy you’ve chosen might evolve over time. Your client is looking for a plan that will carry them through the first two years of business in your area. They would like you to make sure you develop a plan, and advertising messages, that will address their needs on day one, at the one-year mark, and again at the two-year mark. Here, you are basically answering the question, how will the message strategy change as your client becomes more established in its location and within the minds of its targeted segment.

We are also reading Advertising and Promotion: An Integrated Marketing Communications Perspective

by George E Belch

Target Overview: Chick-fil-A Who is the target? Chick-fil-A’s target audience includes: • College students. • Single consumers who live alone. • Soccer moms who are loyal to the company’s brand. The company is famous among people looking for good quality fast food made from fresh and high-quality ingredients. The company has built a strong reputation for providing excellent customer service and a welcoming atmosphere, which has helped it to develop a loyal following. Each segment has unique needs and preferences, and Chick-fil-A aims to address them through its products and services. What consumer needs or problems are we addressing? College students: College students are always on the go and constantly looking for affordable and healthy food options. They need quick and convenient meals that they can eat on the run. College students are often busy and have little time to wait for food. Chick-fil-A can fulfill this need by offering a wide range of affordable and healthy options that are perfect for someone on a tight budget and a busy schedule. It’s a convenient and affordable option for when they’re on the go. Single consumers who live alone: For single consumers who live alone, the primary need is for meals that are quick and easy to prepare but also wholesome and healthy. Single consumers who live alone may have specific dietary requirements or preferences and need convenience as they usually cook for one. Chickfil-A can fulfill this need by offering a range of options that are both convenient and nutritionally balanced. Chick-fil-A provides an opportunity for a quick, easy meal that is still healthy and satisfying. Soccer moms: On the other hand, soccer moms are often looking for healthy and wholesome meals for their families. They are busy juggling work, family, and after-school activities. They need nutritious and delicious options that are quick and easy to prepare. Chick-fil-A can address this need by providing a range of convenient, affordable, and healthy alternatives. The company offers a convenient and family-friendly option for when they are on the go. What do the consumers currently think about the company? Chick-fil-A is a well-known brand that consumers perceive as friendly, approachable, and trustworthy. The company has a strong reputation for providing quality and nutritious food at affordable prices. Chick-fil-A has also made headlines recently for its involvement in charitable causes and sponsorship of community events, which has helped enhance its reputation further (Chick-Fil-A Foundation announces 2020 priorities to address education and homelessness 2019). Overall, consumers positively perceive the brand and are likely to choose Chick-fil-A for their fast-food needs. Overall, consumers have a positive perception of Chick-filA. Rated top in the country for eight years in a row (Chick-fil-A earns top spot for customer satisfaction in America for Eighth straight year: Report 2022). However, Chick-fil-A has also faced criticisms regarding its stance on specific social issues, which could impact the brand’s perception among particular segments. How can Chick-fil-A fulfill the basic unmet needs of each of these segments? For college students: Chick-fil-A can fulfill the basic unmet need by offering a range of affordable and healthy options that are perfect for college students. These could include a range of wraps, sandwiches, and salads that can be easily consumed on the go. Chick-fil-A could also reach out to college students and offer discounts and special promotions to incentivize them to choose Chick-fil-A as their go-to fast-food brand. For single consumers who live alone: Chick-fil-A can fulfill the basic unmet need by offering a range of options that are easy to prepare and are also wholesome and healthy. Chick-fil-A could also offer meal kits with all the ingredients required to prepare delicious and nutritious meals at home. Possibly Chick-fil-A offers customizable options, such as their salads and wraps, which allow consumers to tailor their meals to their specific dietary needs. For soccer moms: Chick-fil-A can fulfill the basic unmet need by providing a range of convenient, affordable, and healthy options. This could include a range of pre-packaged meals that can be quickly heated up in the microwave or oven and a variety of catering options specifically for sports teams that can be customized to suit their needs. Chick-fil-A could also offer special promotions and discounts for bulk orders, making it even more affordable for soccer moms to provide nutritious meals to their families. Chick-fil-A offers family-friendly meals and a variety of healthy options, such as grilled chicken sandwiches and fresh salads. Overall Perspective People expect quality ingredients, a reasonable price point, and fast service for chicken sandwiches. In Chick-fil-A, customers have come to expect not just quality chicken sandwiches but also quality service, which sets the brand apart from other fast-food chains. Another significant aspect to consider is the brand’s ethics and values. Chick-fil-A has been controversial regarding its stance on LGBTQ+ rights, which made customers question the brand’s values. Thus, the brand must be transparent about its values and ethics to maintain its customers’ trust (Villarreal, 2022). Also, the impact of Covid-19 on the fast-food industry has been a significant factor in shaping the customer’s perspective. People’s attitudes have shifted towards a more cautious approach, with the importance of hygiene and safety measures becoming a top priority. Chick-fil-A has addressed these concerns by implementing contactless payment and delivery services while being transparent about their cleaning procedures (Taylor, 2020). Understanding the consumer’s perspective on Chick-fil-A helps the brand to maintain its reputation and expand its customer base. Overall, Chick-fil-A has a loyal customer base, and their understanding of the consumer’s perspective has helped them to maintain that over the years.