Introduction

This IMC Plan is created for the Chick-fil-

A to successfully implement the Mobile-
Thru service in their new location in
Kapolei Hawaii. There are 5 types of
documents that includes buyer persona,
poster signage and cards, Instagram
carousel instruction and reel, event
plannig, and using online ad for
increasing awareness. These documents
will help you to understand how easy it is
to use Mobile-Thru.

LEARN MORE

https://www.chick-fil-a.com/
 Buyer Persona
Island Explorer Ema
"Savoring Moments, Sharing Aloha: Chick-fil-A Mobile Thru, Where
Family Time Meets Flavorful Delights!"

Psychographics
Family-Centric: Ema places a strong emphasis
Demographics on family time and experiences, including
Name: Ema (Female) dining out as a family.
Age: 35-45 Tech-Savvy Convenience: Ema is tech-savvy
Location: Kapolei, Ewa Beach and appreciates mobile apps for streamlining
area in Oahu, Hawaii daily tasks, including food ordering and
Marital Status: Married reservations.
Family: Ema is a parent with Quality-Seeker: She prefers dining options
two children. that offer quality food, service, and family-
friendly environments.
Budget-Conscious: While she enjoys dining
out often, Ema is mindful of her family's
budget and seeks value for money.

Behaviors
Family Dining: Ema frequently dines out with her spouse and
two children, seeking family-friendly restaurants that cater to
all ages.
Local Exploring: She enjoys exploring local eateries and
cultural attractions, making her an active participant in the
community.
Mobile Convenience: Ema appreciates services like Mobile
Thru for its convenience, especially when ordering meals for
the entire family.
Rewards Enthusiast: Actively participates in loyalty and
rewards programs to maximize value and occasionally treats
her family to special meals.

For Ema, using Chick-fil-A's Mobile Thru service in Kapolei or Ewa Beach aligns
perfectly with her family-oriented, island lifestyle. It offers the convenience,
quality, and family-friendly atmosphere she seeks when dining out with her spouse
and two children. The rewards earned through the Chick-fil-A One program are an
added bonus for treating her family to special meals while staying within her budget
 Buyer Persona
Aloha Adventurer Alex
"Hawaii's Adventure Awaits, Chick-fil-A Navigates: Explore More,
Wait Less with Mobile Thru!"

Psychographics
Demographics
Name: Alex (Gender-neutral)
Age: 25-35
Location: Tourist visiting
Kapolei, Ewa Beach area in
Oahu, Hawaii
Marital Status: Single
Tech-Savvy Traveler: They rely on their
smartphone for navigation, recommendations,
and travel-related activities.
Quality Seeker: Alex appreciates high-quality,
familiar food options, like Chick-fil-A, during
their travels.
Time-Conscious: They want to make the most
of their trip and seek convenient dining
options that save time.
Flexible Spender: While budget-conscious,
Alex is willing to spend on enjoyable dining
experiences.

Behaviors
Sightseeing: Alex spends their days exploring Hawaii's natural
beauty and cultural sites, often on a tight schedule.
App-Dependent: They frequently use travel apps for
information, including dining recommendations and order-
ahead options.
Quick Dining: Alex values speed and convenience in dining
choices, allowing more time for sightseeing.
Brand Loyalty: As a Chick-fil-A fan, they seek opportunities to
enjoy their favorite meals, even when traveling.
Value-Seeking: They are open to loyalty rewards or
promotions that enhance their dining experience.

For Alex, Chick-fil-A's Mobile Thru service in Kapolei or Ewa Beach offers a
convenient, familiar dining option while exploring Hawaii. It allows them to enjoy
their favorite Chick-fil-A meals quickly, saving time for sightseeing and other
activities during their visit. The service's integration with the Chick-fil-A App aligns
with their tech-savvy travel approach, making it easy to order ahead and savor their
favorite flavors even while away from home.
Mobile-Thru

Resources
Eva Beach HI Database
Tourists‘ monthly and daily
expenditures
Visiitors’ number and age
Chick-fill-A target audience
 Links
https://www.chick-fil-a.com/customer-
support/ordering-and-payment/digital-ordering-
and-payment/what-is-mobile-thru
https://www.marketing91.com/marketing-mix-of-
chick-fil-a/
https://www.chick-fil-a.com/locations/hi/kapolei-
pkwy-kualakai
https://www.instagram.com/chickfila/
https://datausa.io/profile/geo/ewa-beach-
hi#economy
https://dbedt.hawaii.gov/visitor/tourismdata/
 Introduction
Poster
This poster will increase awareness of the
Mobile-Thru service offered in the Chick-
fil-A application by directing the
customers with four simple steps.
Direction Signage
This will direct the customers in to the
Mobile-Thru line instead of just a normal
Drive-Thru one. Also people can start
signing up for the Mobile-Thru service
with the QR.

Awareness Card
This card can be sent out to the
customers who are interested in Mobile-
Thru service, and be guide for
downloading the App to get use the
service to make their ordering easy and
fast.
 Mobile–Thru
Mobile Thru is a dedicated drive-thru service at Chick-
fil-A for orders placed in advance using the Chick-fil-A
App.

Open the Chick-fil-A App

Select a Restaurant

Place your Order and

Choose "Mobile Thru"

Check-In and Pick Up: Follow signs to

the Mobile Thru lane, use the app to
scan the provided QR code to check
in your order.

Wait for a friendly restaurant

Team Member to hand you your
meal.
Mobile-Thru
Only

Download App
for Faster Lane
Mobile–Thru

Make ordering
easy and
rewarding

Download The
App Now
 Introduction
This Creative brief includes:
Reel
Carousel
Storyboard
This encompasses a
This reel provides a step-by-step guide for
concise overview of utilizing the Mobile-
my buyer persona, Thru app on a mobile
depicting a day in the device, consisting of
life of an individual seven straightforward
named Ema as she steps, each elucidated
enjoys a meal at through easily
Chick-fil-A with her comprehensible
family. icons.
 Step 1

Go to the
Chick-fil-A
app
 Step 2

Choose a
restaurant
location in
the app
 Mobile-Thru

Step 3

Select
“Mobile-Thru”
 Step 4

Place your
order
 Step 5

Follow the
signs to Mobile-Thru
enter the Only
Mobile-Thru
lane Download App
for Faster Lane
 Step 6

Scan the QR
code at a
restaurant
 Step 7

Pick-up your
order from a
Chick-fil-A
team member
Make every order
count
Reel
 Introduction
Malama Learning Center

I chose this organization because this

organization is very transparent in their financial
and give all of their revenue to the people in
need. Financially this makes it hard for them to
manage but it helps people to learn to be self
reliant.

Resources

Used AI for summarizing

ideas and
brainstorming.
 Chick-fil-A’s Celebration of
Compassion in Action
This event is a joyous and meaningful occasion designed to highlight Chick-fil-A's dedication to
creating positive change within communities. We come together for an unforgettable evening to
recognize and applaud Chick-fil-A's significant contribution to GoFundMe.com. GoFundMe.com
serves as a crucial platform, channeling support to individuals and communities facing various
challenges.

By the end of this event, the participants will:

1. Acknowledge and appreciate Chick-fil-A's dedication to social responsibility.
2. Raise awareness about the impact of donations on GoFundMe.com.
3. Encourage community members to get involved in supporting local causes.
4. Foster a sense of unity and shared purpose among attendees.

Date: 14 November 2023

Time: 2pm - 5 pm
Location: Hawaii Okinawa Center Legacy Ballroom

I am expecting approximately 300 attendees for this event. This number is based on the popularity of
Chick-fil-A in the community, the importance of the cause, and the capacity of chosen venue.

Budget for the event: Supplies needed and cost of supplies:

Total Budget: $10,000-$15,000
approximately
Breakdown:
1. Venue Rental: $2,500
2. Catering (includes Chick-fil-A catering):
$3,000
3. Decorations and Signage: $1,000
4. Audio-Visual Equipment: $1,500
5. Marketing and Promotion: $1,000
1. Event signage and banners: $500
2. Audio-visual equipment rental: $1,000
3. Decorations (flowers, tablecloths, etc.):
$500
4. Marketing materials (brochures, posters):
$300
5. Catering supplies (plates, utensils, etc.):
$700

Number of employees required to run the event: 15 employees

Roles of each employee:
Event Coordinator (1): Oversees the entire event, ensures everything runs smoothly.
Registration Desk (2): Manages attendee check-in and provides information.
Catering Assistants (4): Helps with food distribution and replenishing.
Audio-Visual Technician (1): Manages sound and visual equipment.
Photographer/Videographer (2): Captures memorable moments.
Decorations Team (3): Sets up and maintains the event aesthetics.
Marketing and Promotion (2): Manages promotional materials and social media updates.

Permissions required:
Venue Rental Agreement.
Permission from Chick-fil-A for use of their branding in promotional
materials.
Any required permits for hosting events in the chosen location.
 Chick-fil-A’s Celebration of
Compassion in Action
Join us for an unforgettable evening as
we celebrate Chick-fil-A's commitment
to making a positive impact on
communities. This special event is
dedicated to acknowledging Chick-fil-
A's generous donation to Malama
Learning Center, a platform that
supports individuals and communities
in times of need. Together, we'll
celebrate the spirit of giving and the
power of collective compassion.

Date: 14 November 2023

Time: 2pm - 5 pm
Location: Hawaii Okinawa
Center Legacy Ballroom
 Introduction
Online advertising is crucial for the success of
most online businesses due to its global reach,
cost-effectiveness, ability to target specific
audiences, engagement opportunities, data
access through analytics tools, quick
implementation, efficiency, flexibility in using
various media formats, and cost-effectiveness
compared to traditional offline advertising.
Additionally, the high degree of user interaction
on the Internet allows businesses to receive
immediate feedback and insights into users'
interests, concerns, and opinions, enhancing their
understanding of the target audience.

Indeed
Always Focus on The Customer
Awareness
Even successful and established businesses
need to keep customers informed about their
activities.
Online advertising is crucial for creating buzz
around new products or services, allowing
businesses to build anticipation and
excitement before the official launch.
Modern customers are eager to be informed
early and be the first to adopt new products,
making online viral campaigns an effective
strategy.

adspeed
 The benefits of using online
advertisement
Immediate Results
Online ads offer instant results
compared to other marketing
methods like SEO or social media
growth.
The rapid data feedback enables swift
optimization, leading to faster and
more efficient campaigns. For
example, limited time discounts
spread very fast!
Low Costs
Online advertising is cost-effective,
with an average of $3 to $10 to reach
1000 people, compared to traditional
methods costing $22.
Small businesses can run successful
campaigns on platforms like
Facebook or Google without the hefty
fees associated with TV adverts. For
example, small catering business sets
a limit on their budger for goodle ad
campaign to pay only when its
clicked.
Better Targeting
Online advertising allows precise
targeting based on demographics,
interests, and behavior.
Unlike traditional mass-market ads,
you can ensure every dollar of your
budget is spent on your specific target
audience. For example, fitness apps
target young adults mostly and they
are the one who uses Instagram
mostly.
Loads of Data
Online advertising platforms provide
detailed metrics, allowing you to
measure the performance of your ads.
Data includes views, clicks, sales, and
more, providing valuable insights.
For example, when organization uses
google ads, the platform analyses their
data for them and gives them detailed
information which optimizes your
profit.
neilpatel
 Set Clear Goals
Clearly define what you want to achieve
with your ads, whether it's increasing
sales, brand awareness, subscribers, or
social media following. Use the SMART
framework for specific, measurable,
achievable, relevant, and time-bound
goals.
 Identify Your Target
Audience
Determine who your ads should reach
based on factors like age, gender,
demographics, location, and interests.
Tailor your audience selection to align
with your goals.
 Allocate a Budget
Establish a budget considering your
overall marketing budget, product pricing,
campaign duration, and previous results.
Be flexible but avoid overspending or
setting an inadequate budget for a long-
term campaign.
 Choose The Right
Channel
Select an advertising channel that aligns
with your goals, budget, and target
audience. Consider the specifics of
platforms like Google or Facebook and
ensure they match your campaign
objectives.
 Create Compelling
Ads
Develop impactful ad content based on
your chosen channel. Tailor ad copy,
design, or other elements to maximize
effectiveness. For instance, on Google
Ads, a higher Quality Score can
significantly reduce costs.
 Launch and Optimize
After launching, continuously monitor
your campaign's performance. Utilize the
wealth of data available to make informed
optimizations, such as adjusting bids, run
times, ad content, or even pivoting to a
different channel if needed.
Make ordering easy
and rewarding
Earn points and redeem rewards

Download Now
 Conclusion
The good way to measure this document
is the effort that will take you to
understand this IMC Plan. Even when you
are reading viewing this for the first time,
It will be clear for you and there is a
direct QR link to more informations if you
like. Most of the information contained
here comes from the Chick-fil-A official
site. Overall, this IMC Plan will guide a
user to try the Mobile-Thru service of
Chick-fil-A.