Chick-fil-A Harrisonburg

Marketing 101
Intern Guide

Striving to achieve the highest possible standards

in all that we do; to provide REMARKable
experiences to our guests, while ensuring the
quality and excellence that is parallel to the
Chick-fil-A brand

Harrisonburg

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 First off, I would like to congratulate you on landing
the position of Marketing Intern and welcome you to the
Chick-fil-A family! This is such an amazing opportunity
for you to learn and grow in your experiences not just
with marketing but also with an incredible company
who encourages growth and innovation. This packet will
shed some light on the tasks and responsibilities that
will be bestowed upon you as marketing intern. I trust
that it will be the guide that will ease you into the
position and provide clarity to any immediate questions
you might have. This manual goes hand in hand with the
marketing executive handbook that is available to the
current RMD and will coincide with the information that
is presented to them. As marketing changes and adapts
to the times, so too this packet may be subject to change
and adaptation as well, but I ensure you that it will be
the initial steps into the position that will be necessary
to get you started. I hope you are as excited as you
should be, marketing creates opportunities and
experiences not many other positions offer. So above all
else, HAVE FUN and I hope this information treats you
well.

Happy Marketing!

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 Table of Contents

I. Dates and Events to

Remember…………………4-5
i. Tasks and Roles During Each Event ......6-9
II.
Partnerships……………………………………......10-11
III. Contacts……………………………………………....12-13
IV. Donations…………………………………………………14
V. General
Information…………………………............15
i. Terms to Know…………………………………..15
ii. “How Tos”………………………………………….16
VI. Social Media Presence………………………………..17
VII. Cows and Scheduling………………………………....18
VIII. Pictures of Events…………………………………19-20

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 Dates and Events to Remember

January
 January 1: CLOSED for the holiday
 January 26: CFA Harrisonburg’s Birthday
 Pajama Party Event: An opportunity to incorporate
a family night.
February
 Stuffed Animal Sleepover
 Dr. Seuss Family Night
 Valentines Day Cow Gram Delivery
March
 Employee Appreciation Day
 St. Patrick’s Day Giveaway
 Mother Daughter Date Night
April
 Breakfast with Easter Cow
 Touch a Truck
May
 Teacher Appreciation Day
 Mother Son Date Night
 Mother’s Day (Giveaway)
 Memorial Day (Giveaway)

June
 Dad’s Day Off
 First Summer Cruise In
July
 Second Summer Cruise In

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  Cow Appreciation Day
 Spot the Cow
August
 Third and Final Summer Cruise In
 County Fair
September
 Puppy Pound @ JMU First Football Game
 Family Fall Festival
 Spirit Nights Begin
October
 Halloween Event (week prior)
 Daddy Daughter Date Night
November
 Veterans Day (giveaway)
 Operation Christmas Child Family Night
December
 Breakfast With Santa
 Cookies and Cocoa with Mrs. Claus
 Breakfast With Santa Cow (December 22)

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 Tasks and Roles

Family Nights:
 These events are a huge hit within our
demographic and create a huge influx of guests into
the restaurant for a fun and relaxed environment
that brings the family together. Our role is crucial to
the success of these events and our involvement
truly creates the fun atmosphere these families are
expecting. Here are some basic tasks that may be
expected in preparing for said event
o Gathering CFA items for giveaways and prizes
o Setting up the inflatable cow
o Setting up the CFA tent
o Changing the marquee board
o Changing out POP in the community boards
o Changing the inserts in the table tents
o Picking up cones/tables/chairs from CVR
o Printing bag stuffers for event
o Decorating the store appropriately

Cow Appearances:
 Cow appearances are a huge part of the intern job
description and require a great amount of air
conditioning (haha!). These appearances, whether
in store or out, can make a huge impression on the
demographics we market. Some responsibilities of
these events may include
o Confirming the location of the event

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 o Choosing the appropriate cow costume for the
designated employee assigned for that event
(We have 3 sizes)
o Ensuring all pieces of the costume are
accounted for
o Dressing and undressing the employee in the
cow costume
o Handling and managing the mascot in any
environment (we are their bodyguards!)

Giveaways:
 Giveaways are a huge “thank you” to the guests who
participate or are being honored on said day. These
basically just require either the Marketing
Executive or Marketing Intern to be present in case
of questions regarding the giveaway item, or rules
associated with the event. Responsibilities of
giveaways may include
o Monitoring the volume of the giveaways
o Answering questions regarding who is
considered a recipient of the giveaway
o Being on the frontline to help with operations
o Boosting morale in the store & being a part of
the fun! (Dressing in green for St. Patrick’s Day,
or in red white and blue for Memorial Day!

Spirit Nights:

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 Spirit Nights are the Monday and Wednesday
nights during the school year that CFA
Harrisonburg partners with local schools and
organizations to raise money for that partner and
at the end of the 5-7pm time frame, a certain
percentage of sales from that evening goes to said
school or organization. Intern responsibilities for
Spirit Nights include
o Putting up the appropriate signage for the
school or organization being honored that
evening on the doors of the restaurant
o Setting up our “Plink Cow” game with the
appropriate coupons and prizes
o Going over the guidelines that the individuals
hosting must follow which include
 Manning the “Spirit Night” table and
Game
 Having 2-3 other individuals in the dining
room clearing tables or refreshing
beverages
 1 individual manning the playground
o Crunching the numbers at the end of the night
to see the percentage of sales they will receive.
You do this by
 Logging into CFA Home
 Click on Reports and Tools
 Click on the tab Servicepoint Store
Management
 Store Reporting Financial
 Click on Sales Activity Report

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 Select day of Spirit Night
 Time range needs to be changed to 5pm-
6:59pm “60 Minute Intervals”
 Add “Carry out” & “Dine In” totals and
take receipts from orders who mentioned
the SN from Drive Thru and add to Total
 “Generate Report”Print 2 copies
 Calculate 10% of sales if under $1700 and
15% if over $1700
 1 copy goes into “Invoices” box with
receipts from Drive Thru and 1 copy goes
into RMD Box

Partners

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Staples:
 We get all of our paper orders from staples.
Anything from flyers to posters, they can do it!
 Send all orders to their email address
o Print.marketing0303@staples.com
 Eric and Chip are typically the guys who help us
out!

JMU:
 Puppy Pound
o This is where we go to different sporting
events throughout the year and give away food
to kids who are a part of “puppy pound”
 Mascot Basketball
o Halftime mascot show for men and women’s
basketball
 Duke Club Meals

Safe Kids:
 This is a partnership within the community that
promotes safety for young kids.
 Meetings are held once a month and often times the
intern will be asked to attend these meetings at the
Safety Building downtown and speak about
upcoming events that will be taking place and
events that we will be a part of.

Operation Christmas Child

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  This is when we fill up shoeboxes for children in
need during the holiday season.
 We host a family night where kids and their
families can come in and fill up shoeboxes.

First Night
 A local New Year’s Eve event that has happened
annually since the 90s.

Contacts

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These contacts are typically only necessary for the RMD,
however, if there is ever an event that you are standing
in for, these contacts may prove extremely helpful!

Alan Good- Every Day People

 540-476-4311
Avery Doherty-HDPT
 540-432-0492
Betty-Home Depot
 540-820-4509
Bobby Morris-Farm Animal Contact for Fall Festival
 540-421-5454
Carl Strite-Strites Donuts
 540-810-3070
Cindy Parks-Photographer
 540-271-7817
Colin-JMU
 610-417-9718
CVR Rentals
 540-433-7368
Erin Stehle-Fire Department (Safe Kids Contact)
 540-435-0795
Frank Hutcheson-Sherriff Department
 703-791-5389
Jeff-OCC
 540-478-3310
Joel Shank-Dynamic Aviation
 540-908-7547
Kristine-Mary Kay (helps with date nights)

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  540-383-4799
Leah-OCC contact
 540-433-8194
Libby-Fire Department
 540-383-6802
Linda-Contact for Santa
 540-430-8770
Matt Findley-Rockingham County Fair Contact
 540-569-6925
Michael Van De Voort-JMU
 540-476-1833
Missy-Dicks Sporting Goods
 513-227-6253
Sgt. Grubss- Community HPD Contact
 540-810-7494
Teresa-Turks Contact
 540-746-8875

Donations

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We receive hundreds of donation requests and are
constantly trying to accommodate said party with
whatever we can. We try to be as generous as possible
so if your RMD ever forwards donation requests to you,
you should
 Confirm that you are able to fulfill the donation
request (whether it be coupons, gifts baskets, or
food)
 Have a point of contact so you can verify their
request.
 Stay in constant communication with them so that
you can notify them when their donation is ready
for pickup
 See through until the donation is picked up or
delivered

VBS Donations

Every year, we try to reach out to local churches and

donate to their annual vacation bible school. We
research churches in the area and contact their
children’s ministry pastor or individual in charge of the
VBS. We typically donate ice cream DOCs and give
however many children they expect in attendance.
Again, confirm the donation and confirm that we are
able to fill their requests before ever committing.

General Information

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Terms to Know:
 POP-Stands for “Point of Purchase” and are our
main marketing campaign materials that we use
within the restaurant to market new products or
upcoming events
 Operations- Operations is the term to define
anything that happens within the restaurant that is
dedicated to the production and selling of food. So
front of the house, back of the house, dining room,
most management, team leaders and employees
are all a part of our Operations team.
 Core 4- This is generally used in operations but
applies to marketing as well. This is basic
interaction principles that we should use while
interacting with our guests. The Core 4 are
o Make eye contact
o Share a smile
o Speak enthusiastically
o Say Connected

“How Tos”

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How to Dress the Cow:
 Start with the body, have the employee put the
body suit on
 Next, put on the feet or (hooves)
 Next, depending on whether this is baby cow or big
cow, put on the head. This will either be attached
by Velcro straps under the armpits or by buckles
right above the shoulders.
 Finally put the gloves on, ensure that each finger
goes into the appropriate slot and that the sleeve of
the body then covers the glove.
 Check to make sure the cow’s shirt/hat/accessories
are all clean and adjusted appropriately on the
mascot.

How to Decorate The Store:

 Decide with your RMD what event/holidays you
will be decorating for
 Asses the entry way display table and community
boards
 GO TO HOBBY LOBBY AND BUY EVERYTHING
 Return to the restaurant and go to the register to
input your purchase and receive compensation
o Manager Function
o Paid Out
o Enter what the money was used for
o Enter amount
o Take money out of drawer for compensation

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 Social Media Presence

Social media is a huge aspect of our job in the marketing

industry. This is how we promote new products, spread
the news about upcoming events, and even share
secrets on how to get free stuff! Without social media,
our guests would have a difficult time being able to keep
up with all of the fun things we do at CFA Harrisonburg.
So with that said, some things to do often on social
media are
 Post upcoming events on Facebook and Instagram
 Balance informational posts with fun/cute posts!
(i.e. pictures of waffle fries or the cow)
 Post on the Insta Story as MUCH as possible. This
will keep people up to date on our daily activities
 Follow up events with posts that reinforce the
success of an event (i.e. Touch a Truck pictures or
Cruise In Videos)
 Always keep posts to 1-a-day (don’t be annoying)
 Always respond to negative posts in a professional
and graceful manner. If you can not think of
something positive to say back to a guest, go ahead
and just leave it be.
 Remember, this is one of the many platforms that
represents our restaurant. We are in a professional
business and we need to keep posts to CFA
appropriate material!

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 Cows and Scheduling

As I mentioned before, the cows are a BIG part of the

intern responsibilities. We have participation with
events that include the cow presence several times a
week and it is crucial that you know how to schedule
employees for these events.

 Get with your RMD and discuss events that will

include a cow for the upcoming month (do this
around the 20th of the previous month)
 Send out an email to all cow employees (we
currently have 6) of the dates that we need a cow
scheduled
 Ask for their availability as soon as possible
 Once availability is received, try to schedule the
employees evenly across the month (try to give
everyone equal shifts if possible)
 Once the person is assigned a shift, THEY are
responsible for getting a replacement if need be.
Remember to enforce this rule.
 Send out a final copy of the schedule to the
employees and remind them that they are
responsible for the shifts that they were signed up
for.
 Send out text reminders the day of to the individual
who is scheduled for that day.

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 Supervisor Submission

This was the email I was forwarded from my marketing executive in regards
to the mini management project:

"Lauren has done an excellent job with this internship, specifically with the
intern packet she has put together. She showed the initiative to put it together
all on her own with minimal supervision! We love having her be part of the
team. She brings new ideas, enthusiasm, and excitement to the table every
day and we love having her!”

-Alana Dean
Chick-fil-A, Harrisonburg
Marketing Executive

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