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JACOB PUCAR, ALLISON HAMILTON & CARLY ZEDIC
PRESENTED BY:
COMMUNICATION PLAN 2016

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Rawlicious is a 100% organic, raw and vegan restaurant located in the heart of Westdale
Hamilton at 1044 King St. West. As a franchised business, from the larger Rawlicious Canada
chain, the Westdale location is owned and operated by Les and Margaret Wojcianiec. They
have a varying menu of high quality foods including smoothies, salads, soups, desserts, coffee,
various cleanses, and much more. They are passionate about offering healthy products that taste
great.
Having only been open for 10 months, Rawlicious is now looking to begin strategic marketing
practices. They wish to increase the awareness of their Westdale location and to actively
engage their key target audiences. In addition, Rawlicious would like to overcome the
perceptions they have gained of being both; overpriced compared to their fast food competition
and only for a vegan demographic.
To accomplish their objectives, and overcome their negative perceptions, this plan will
implement a marketing campaign that will use social media and activate partnerships with the
McMaster University Community to communicate Rawlicious as a provider of, not only health
conscious food, but also high quality food that taste great regardless of dietary choices.
SITUATIONAL ANALYSIS | S.W.O.T.
INTRODUCTION
STRENGTHS
Situated in the heart of the Westdale community, Rawlicious is the only restaurant that offers
vegan options within a 5km radius and is the only fully raw, organic, and vegan restaurant
within a 20km radius. Additionally, Rawlicious is located in walking distance (under 2km) of
six schools; including McMaster University, Dalewood High school, Westdale Secondary
School, Columbia international College, Ecole Secondaire Georges-P-Vanier and Hamilton
Hebrew Academy. As a result, Rawlicious is able to serve a unique product to a large
demographic.
Averaging 400 likes on Facebook and 470 followers, as well as 45 likes per post on Instagram,
Rawlicious has a well established and growing social media network. This allows them to
conveniently reach and update their online audience, and attract new potential customers.
Despite having only been in business for the past ten months, Rawlicious Westdale has already
managed to break even financially. A factor that is even more encouraging, considering they
have yet to engage in any strategic marketing practices. In addition to their favourable location,
strong social media presence, and stable financial position, Rawlicious offers a wide range of
healthy, raw organic and great tasting products at a reasonable cost considering the high quality
of their ingredients.

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WEAKNESSES
Currently, Rawlicious does not engage in any strategic marketing practices. As a result they
have garnered little awareness, and have little to no presence on the McMaster campus as well
as throughout the surrounding area. Their lack of consistency on certain social media accounts
also attributes to their lack of awareness. More specifically, their Twitter account has not been
updated since November 2015, which limits their ability to update and engage with followers
on this platform.
Furthermore, because Rawlicious exclusively offers organic products and the fact that
“production costs for organic foods are typically higher” (Food and Agriculture Organization of
the United Nations, 2016), they have been attributed the perception of being over-priced in
comparison to the several low-cost restaurants also located in the greater Westdale area. This
deters customers; especially those within the student demographic, whose typical financial
situation causes increased budget awareness.
Finally, Rawlicious is viewed as being a solely vegan restaurant, a factor that can intimidate
those who are non-vegan. Rather than being considered for their high quality food, Rawlicious
is perceived as only being accommodating to vegetarian and vegan lifestyles.
OPPORTUNITIES
Rawlicious’ current situation presents several opportunities. First, being that they are the only
fully raw organic vegan restaurant in the Westdale area, Rawlicious has a unique position in the
market and therefore has the ability to expand their customer base with low direct competitions
for vendors offering a similar product.
Second, as with several other restaurants in the same area, Rawlicious has the opportunity to
partner with the McMaster University's meal plan. Not only would this partnership provide a
5% discount to incentivise students using the meal plan, but also present the opportunity for
increased awareness, overall benefiting both Rawlicious, and their consumers (McMaster
University, 2016). A partnership with McMaster University may also offer the opportunity to
participate in certain events including Welcome Week, and specifically the Sidewalk Sale,
which can expose Rawlicious to upwards of 10,000 potential student customers.
Lastly, given that Rawlicious already has a social media presence comprised of hundreds of
followers, the opportunity arises to use their social media accounts to employ strategic
marketing strategies and target their well-established online audience.

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THREATS
Rawlicious’ current situation is primarily threatened by competing restaurants. First, there are
locations that offer a similar product to that of Rawlicious. These include Bridges Café (McMaster
University Campus), The Butcher & Vegan (Downtown Hamilton) and Lettuce Love Café
(Burlington). These restaurants threaten to attract vegan and vegetarian customers away from
Rawlicious.
On the other hand, there are locations that offer food choices which differ to that of Rawlicious.
These restaurants outnumber those in the previous category; including places such as Subway, Pita
Pit, Booster Juice, Burrito Banditos, My Dog Joe, Saigon’s, and several others. Some of these
restaurants (including Subway, Pita Pit, and Booster Juice) have a well-established brand and a
large customer base. Additionally, the majority of these restaurants offer their products at a much
lower cost than possible for Rawlicious. These features may attract potential customers away from
Rawlicious due to their low cost and ability to appeal to non-vegan customers.
TARGET AUDIENCES
AREA
The city of Hamilton is comprised of six communities; Ancaster, Stoney Creek, Dundas,
Flamborough, Glanbrook, and Hamilton. With a population of 519,949 in 2011, the city of Hamilton
is ranked fifth largest in the province of Ontario and tenth in the nation(“HWDSB Long Term
Facilities Master Plan ‘Section 2: Demographics’”, 2014) According to ‘Statistics Canada’, the
population of individuals in Hamilton has grown approximately three percent from 2006 to 2011, and
is expected to increase by twenty-five percent by 2036 (Statistics Canada, 2014) (“HWDSB Long
Term Facilities Master Plan ‘Section 2: Demographics’”, 2014).
PRIMARY: MCMASTER STUDENTS
DEMOGRAPHICS
• Students between, but not limited to, 18 and 25 years of age.
• On average, a total of 30,000 students are enrolled at McMaster University per year (McMaster
University, 2016)
• McMaster’s campus promotes a health conscious community, as demonstrated by the presence of
on-campus clubs such as; Healthy Haven, Mac Veggie Club, MacObesity and several others
(McMaster University, 2016)
• In 2010, McMaster University was named the most vegan friendly campus (McMaster University,
2010)

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PSYCHOGRAPHICS
• Health conscious and physically active students who are more inclined to seek out healthy
dietary alternatives
• Students’ whose less than favorable financial positions influences their dietary choices
SECONDARY: HAMILTON RESIDENTS
PSYCHOGRAPHICS
• Individuals residing within the Northern region of the Hamilton community; including those
within the Westdale and Downtown Core
• This can include, but is not limited to, students attending the surrounding high schools within
a 2km radius
DEMOGRAPHICS
• Individuals who actively seek out healthy alternatives to traditional fast food restaurants
• Those who are concerned with maintaining a budget, yet can appreciate high quality foods
Key Message:
Communicate Rawlicious as a leading resource of high quality food that helps maintain a
health conscious diet for those in the Westdale and surrounding areas.
Message for Those Actively Looking For Healthy Alternatives:
• Awareness of products with emphasis on their health benefits
Message for Those Concerned With Cost
• Awareness of products with emphasis on their quality and taste
KEY MESSAGES

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The primary goal of this communication plan is to raise awareness of Rawlicious’ Westdale
location and increase customer traffic. In order to accomplish this goal, two main objectives
have been set; to create and implement a marketing campaign and to engage with the
McMaster university community.
OBJECTIVE 1: DEVELOP A MARKETING CAMPAIGN TO REACH BOTH TARGET AUDIENCES
STRATEGIC SUMMARY | PRIMARY GOAL
STRATEGIC SUMMARY | OBJECTIVES & TACTICS
A marketing campaign will allow Rawlicious to further establish a relationship with their target
audiences. This will function as a primary means of reaching out to potential consumers and
generating more returning customers. The campaign will include tactics involving content
creation that promote our key messages:
1. Develop slogan and theme
• One that emphasizes health benefits
• One that emphasizes high quality tasty food
2. Design digital visuals
• Take pictures for deliverable
• Create graphic elements
• Format for different social media platforms
3. Create video for online circulation
• Storyboard/script development
• Filming and editing
TACTIC: CREATING MEDIA DELIVERABLES FOR SOCIAL MEDIA USE
TACTIC: SOCIAL MEDIA ACCOUNT MANAGEMENT
These media deliverables would create a consistent brand identity throughout the marketing
campaign and would include a theme and slogan catering to our key message of emphasizing
health benefits,and high quality and great tasting products. (For cost refer to budget on page 8)
Management of social media accounts will ensure regular posting that engages the online
audience and provides updates on upcoming products and specials. Additionally, this allows the
deliverables and key messages of the marketing campaign to be circulated consistently
throughout various social media accounts.

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Twitter: Develop a consumer - brand relationship
• Focus on providing informational updates
• Interacting with consumers via retweets, favourites and replies to customer tweets
• Perpetuate the pre-set campaign themes
• Advertise upcoming products and specials
Instagram: Post Photos that
• Focus on adhering to a certain aesthetic standard
• Perpetuate the pre-set campaign themes
• Advertise upcoming products and specials
Facebook: Create Posts that
• Focus on shareable content
• Perpetuate the pre-set campaign themes
• Advertise upcoming products and specials
Posting Schedule
• Developing a schedule that outlines how often posts should be made on various social media
outlets.
• Create a media bank of readily available content for all social media use
OBJECTIVE 2: ENGAGING WITH MCMASTER UNIVERSITY
Due to its close proximity to the McMaster University campus, Rawlicious is able to engage
with the University to increase their awareness among students. Tactics that can be used to
achieve this will include participating in the Welcome Week Sidewalk Sale and partnering with
the McMaster Meal Plan.
TACTIC: WELCOME WEEK PARTICIPATION
In order to further engage with the McMaster University community, Rawlicious will partake
in McMaster’s annual Sidewalk Sale, an event which will occur during the upcoming 2016
Welcome Week. On average, an estimated 10,000 individuals walk through the sidewalk sale,
the majority of whom are McMaster students (McMaster Student Union, 2016). As a
participant of the sidewalk sale, Rawlicious would be granted the opportunity to be featured in
the Welcome Week Preview, a flyer which produces over 10,000 copies that are later
distributed across campus and throughout the surrounding community (McMaster Student
Union, 2016) (refer to the budget outlined on page 8).

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1. Complete registration process
2. Create and display promotional visual elements
• Banner
• Coupons
• Magnets
3. Design visuals for printed advertisements
TACTIC: MEAL PLAN PROGRAM
Students will feel incentivized to visit Rawlicious due to their 5% discount obtained through
the meal program (McMaster University, 2016). This benefits both the consumer, as they
receive a discount, as well as Rawlicious, as it drives traffic to the restaurant. In order to
partake in the McMaster Meal Program, there are several upfront fees that Rawlicious must pay
prior to entering the program (refer to the budget outlined on page 8). In addition to the initial
costs of the program, Rawlicious will be required to provide a 15% monthly cut from their
overall net profits to McMaster University as well as the head of the Rawlicious franchise.
1. Complete application process
2. Setup McMaster pay terminal
TIMELINE
Developing and implementing a strategic marketing campaign is an ongoing process. Aside
from potentially testing out various social media posting schedules, which would take a week
at most, a social media campaign should be continuously implemented. The creation of media
deliverables, such as photography will require a week for both the creation and editing of
photos. Meanwhile, a video deliverable can amount to two weeks, allowing for both production
and editing. The promotional elements required for the Welcome Week Sidewalk Sale will be
purchased from and created by a third party service (Vistaprint), requiring between 1-2 weeks
for production and delivery. The Sidewalk Sale itself, will be conducted over the course of a
day in September 2016.

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BUDGET
TACTIC ITEM COSTS TIMELINE
WELCOME WEEK SIDE
WALK SALE
Parking Fee $11.17
Banner $66.53 Two Weeks
Fridge Magnets (x1000) $120 Two Weeks
Coupons (x1000) $120 Two Weeks
Shipping Cost for Deliverables $40
Overall cost: $347.70 Total time: 6 weeks
MEAL PLAN PROGRAM Buy into plan (for 12 months) $2,760
Overall cost: $2,760
MARKETING CAMPAIGN Graphics/ Ad design (for 4
designs)
$280 4 hours
Photography $50 One Week
Videography $300 One Week
Overall cost: $630 Total time: 2 weeks
Overall cost without variables: $3,737.7
VARIABLES
Price for coupon’s discount 10% off first purchase
Discount to students using meal plan 5% off every purchase
Cut to Monthly Net Profit (To McMaster) 10%
Cut to Monthly Net Profit (To Franchise Head) 5%

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EVALUATION
OBJECTIVE ONE: MARKETING CAMPAIGN
OBJECTIVE TWO: ENGAGE WITH MCMASTER UNIVESITY
Noting how many coupons and magnets were handed out at the Side Walk Sale will help
Rawlicious determine if they had enough to meet the amount of students they encountered.
Additionally, noting how many students engaged with the Rawlicious attendant will show how
many were actively seeking information about the restaurant and/or their products.
By tracking the number of coupons being used as well as the amount of transactions done with
the McMaster meal plan card, Rawlicious will be able to measure if their engagement with the
McMaster University community contributed to increased awareness and customer traffic.
Monitor social media activity. By maintaining a spreadsheet that tracks social media interaction
and audience engagement, such as likes, dislikes or comments, Rawlicious will be able to
gauge the success of their marketing campaign. By monitoring in store customer traffic
Rawlicious will be able to see if the marketing campaign at all contributed to an increase to
their traffic. Additionally, by referring back to their posting schedule, Rawlicious will be able to
evaluate as to whether or not they’ve maintained commitment to their posting schedule.
REFERENCES
McMaster Student Union. “Sidewalk Sale Registration Options.” McMaster Student Union.
(n.p). (n.d.). Web. 11 Feb 2016.
McMaster Student Union. “Clubs.” McMaster Student Union. (n.p.). (2015). Web. 11 Feb
2016.
McMaster University. “Mac Express Meal Plans.” McMaster University. (n.p.). (n.d.). Web. 11
Feb 2016.
McMaster University. “McMaster Named Canada’s Most Vegan Friendly Campus.” McMaster
University. (n.p.) (2010). Web. 11 Feb 2016.
McMaster University. “Facts Book.” McMaster University. (n.p.). (2015). Web. 11 Feb 2016.
Moore, Griffin. GM Graphics. Business Owner. 2016.
Hamilton, Allison P. APH Creative. Business Owner. 2016