The Barnett Shoals and Beechwood Chick-Fil-As have proven to be masters of digital marketing over Instagram for their target audience of UGA students. As most of us have heard, college students are commonly described as in love with social media and poor. Those in charge of the athens_cfa Instagram account have tapped into the truth behind these statements to very effectively reach their target market.
For these two Chick-Fil-A stores, their integrated marketing communications plan has heavily emphasized consumer promotions. There are frequently posts on this account that advertise for free or discounted food simply for mentioning the post. Furthermore, these locations offer special promotions to differentiate themselves from other locations. A recent example of this would be offering chicken minis for lunch instead of just for breakfast for a certain time period.
Another way that these locations specifically target college students at UGA is by having “college nights” each Thursday. From 5-9pm, they allow college students to come in and get a free dessert or entrée with their meal purchase simply for showing their student ID. This is a way of meeting the need for low pricing, or more value per dollar, for this market segment.
Lastly, to make their products more accessible for students, Chick-Fil-A Beechwood introduced a food truck, the first for Chick-Fil-A, as a mobile store to meet students and the community where they are at. This shows wisdom on the part of Chick-Fil-A, as a college town is a great market to launch such a venture. These locations have skillfully used their brand awareness and digital promotions to procure a loyal and frequent buyer base of local students. As long as they are able to continue meeting students in ways that make it easy and appealing to buy their products, they will continue to be successful.