My Elevator Pitch

Chick-fil-A aims to boost the adoption and usage of its Mobile Thru function within the Chick-fil-A app, targeting tourists in West Side Resorts and local customers in the Kapolei/Ewa Beach area. Challenges include streamlining the ordering process, improving customer experience, and increasing overall sales. Specific pain points include long wait times, language barriers for tourists, and time constraints for locals.

The solution involves a comprehensive Integrated Marketing Communication (IMC) Plan guided by tailored buyer personas (Haruto Rin and Alex Loca). The plan includes strategies such as engaging visuals, impactful events, social media campaigns, and TikTok marketing. Recommendations include in-app language options for tourists, specialized promotions, loyalty programs, local collaborations, and health-focused menu promotions. Additionally, a strategic partnership with the Keiki To Kupuna Foundation is proposed to reinforce community values.

The outcome of the IMC Plan is positive, resulting in enhanced awareness, increased app downloads, improved customer engagement, and strengthened community support. Implementing Creative Briefs, including posters, signage, social media posts, event management, and TikTok marketing, effectively addressed the identified challenges. Chick-fil-A solidifies its position as a customer-centric and socially responsible brand while driving increased app adoption and usage, ultimately leading to sustained business growth.

Attendance at NCAA Division 1 Basketball tournaments hosted by Brigham Young University-Hawaii (BYU-H) needed improvement, posing a challenge for engaging students and the local community. Despite the university's efforts, there was a need to enhance the basketball tournament experience to attract more attendees.

 My BlueFocus team conducted comprehensive research involving market analysis focusing on Filipino players, a Qualtrics Satisfaction survey targeting domestic male students, and a focused group study with Filipino male students. Leveraging insights from these research methods, the team developed six strategic recommendations:

1. Implement a comprehensive marketing campaign utilizing social media, campus bulletin boards, and email updates.
2. Create incentives for attendance, such as merchandise, contests, and exclusive experiences.
3. Collaborate with local businesses and sponsors to offer special promotions during the tournament.
4. Enhance the event experience with engaging halftime shows, local performers, and food options.
5. Involve student clubs and organizations in planning and execution.
6. Tailor marketing strategies to specific demographics, such as Filipino students.

By implementing these recommendations, attendance at NCAA D1 basketball tournaments at BYU-Hawaii is anticipated to increase significantly. The research provided valuable insights into student preferences and effective tournament experience enhancement strategies. These findings serve as a foundation for future improvements, guiding efforts to continuously engage the BYU-H community and create a more inclusive and enjoyable basketball tournament experience.

Chick-fil-A Kapolei faced several challenges, including enhancing customer experience, driving app downloads for the Chick-fil-A One App, increasing brand visibility, and fostering community engagement. Additionally, they aimed to address specific concerns such as long wait times, the convenience of using the app, and the need to cater to diverse customer demographics, including tourists and locals.

To address these challenges, a comprehensive marketing strategy was devised. This strategy included various initiatives across sales, event management, print materials, branding, and social media. Specific solutions included creating instructional materials for Mobile-Thru functionality, developing event posters, collaborating with local organizations for community engagement, crafting buyer personas to target particular demographics, and implementing engaging social media campaigns.

As a result of these efforts, Chick-fil-A Kapolei experienced several positive outcomes. These included enhanced customer experience through the Mobile-Thru service, increased app downloads, improved brand visibility, and strengthened community engagement. The marketing initiatives successfully addressed the identified challenges. They helped Chick-fil-A Kapolei provide exceptional service, increase customer satisfaction, and foster a positive brand image in the local community.

With the evolution of technology and changing consumer behaviors, companies like Amazon increasingly rely on their online reputation to attract and retain customers. The study identified that while Amazon has a significant online presence across social media platforms like Facebook, Twitter, and Instagram, there are discrepancies between its intended message and shared content. This misalignment poses a challenge as it impacts how customers perceive the company and its values.

To address these challenges and improve Amazon's online reputation, the study recommends implementing strategies that align with the company's core principles. These strategies include enhancing customer convenience, paying more attention to customer questions and concerns, posting content that reflects Amazon's values, and streamlining social media accounts to focus on the most important ones. By refining its approach to social media, Amazon can strengthen its reputation and better engage with its audience.

Through a comprehensive analysis of Amazon's social media platforms, the study concluded that while certain aspects of the company's reputation are "built-in," there are areas where it appears "bolted on." Despite having a significant following, engagement levels on platforms like Facebook indicate room for improvement in customer interaction and communication. However, Amazon's values are more effectively communicated on platforms like Twitter, albeit with the potential for further enhancement. The study suggests that by implementing the recommended strategies, Amazon can bolster its online presence, reinforce its core values, and better connect with its audience, ultimately improving its reputation in the digital landscape.