Integrated Marketing Communications Plan - Greg Award 2015

TEAM ENVISION MARKETING
Integrated Marketing Communications
St. Lawrence College
100 Portsmouth Avenue,
Kingston ON K7L 5A6
AN INTEGRATED MARKETING
COMMUNICATIONS PLAN -
#IMCSLC
20 15

CONTENTS
Marketing Profile
A. Company Background
B. Situational/SWOT Analysis
C. Marketing Mix

D. Competitive Analysis
Audience Analysis
A. Current Customer Mix
B. Potential New Customer Targets
C. Demographics
Location
Pyschographics
Behavioural Characteristics
D. Buying Behaviour
Objectives & Benchmarks
Campaign Focus: Awareness
01
02
02
03
05
05
06
06
07
10
10
12
ii

Communications Objectives

Sales Objectives & Benchmarks
Consumer Engagement
Objectives
Channel Choices
Selection of Mix Media
Channel-Choice Rationale
Campaign Timeline
Strategic Planning
Content Matrix
Budget
ROI
Appendices
12
12
12
13
14
15
16
17
18
22
23
2015
INTERACTIVE MARKETING COMMUNICATIONS
BAYRIDGE CASK AND KEG
iii

A. Company Background & Situational Analysis
Location: 749 Bayridge Dr. Kingston ON (Metro Plaza)
Bayridge Cask & Keg has been an established local retailer of home wine and beer making kits and supplies for over
20 years. The current owner; Bill Johnson started out as an employee of the business seven years ago. There have
been two previous owners since Bill started working there, before he eventually purchased the business in 2013.
According to Bill, the previous owner who he bought the business from was rather inexperienced with running
the business. During this time the owner allocated little to no funding toward advertising, and in addition, overall
customer perception was at an all-time low. They did retain some regular clients and since Bill purchased the store,
business has been improving.
Bill identifies his current customer base as primarily women aged anywhere from their mid 30’s – 50’s (and even
some clientele from the seniors population who predominantly purchase wine kits. However, he also has noticed
that a new demographic of 20-to-30-year-old women should be a part of his target market. The most popular
products are Pino Grigio, Merlot, and Shiraz products. Despite customer demand favouring wine kits, Bayridge
Cask & Keg does feature the largest variety of beer kit brands and accessories in the region. (**Source: Current
Owner)
Since purchasing the establishment from the previous owners, Bill and his partner Tina have gone back to the basics
of small business culture. They place the customer’s experience at the forefront of their efforts, knowing all too
well that happy customers soon become repeat customers. And in a business like Home-Brew, repeat business and
strong customer relationships are integral for continued future success and growth.
Bill has identified that the décor of his location is rather dated, and has identified that he intends to fully renovate the
store to modernize it. He also wants to increase the overall awareness of the client and has reached out to Envision
Marketing to assist with developing content and an overall marketing plan in order to illustrate recommendations
and to eventually assist with implementing and executing the overall strategy.
MARKETING
PROFILE
1

B. Situational/SWOT Analysis
C. Marketing Mix
Products/Services:
The client carries quality “Vineco” wine and beer kits and offer on-premises brewing. They also have the largest
selection of brewing kits and supplies in the region including an assortment of wine making kits, brewing supplies
and home brewing equipment for the home brewer.
Wine kits are available for both small and large batches and come in 4 and 6-week varieties. The client has premium
quality “pure juice” wine kits for those who want to start a collection of fine, aged, and mature wine.
STRENGTHS
• Few (if any) competitors are using
social media to its full potential
• Bayridge Cask & Keg currently dominate
the twitter space in the #wine, and
#ygk combined hashtag use
• Not tied down by corporate a corporate
banner (able to carry more variety of
products and brands than competitors
ex: Homecraft is Wine Experts, etc.)
• Prime Location (West end, large
population of target market)
• Positive Customer feedback (average 5/5
rating from customer reviews on Facebook)
WEAKNESSES
• Limited Budget for Advertising &
Marketing (recently purchased business,
low to small budget for advertising
and marketing communications
• Social Media awareness low
• Not the greatest grasp on SEO
• Although geographically the location is
prime, it is tucked in the far left corner
of an outlet mall and is therefore not
easily noticed by passer-by’s
OPPORTUNITIES
• Social Media Dominance (few competitors
using SMM to its full potential)
• Events (catered wine tastings, bridal
shows, Spring Home Show etc.)
• Content Driven Marketing
(blogs, Videos, Images)
• New Market Segment: Home Craft-Brewers
• New Market Segment: Women aged 20-35
Wine or Beer Making Class
THREATS
• Availability of cheaper wine & beer kits
at other retailers (Loblaws, Costco)
• Availability of wine from the LCBO
and The Wine Rack locations.
2

The client offers premium beer kits as well as less than premium kits at a lower cost. They also carry Festa Brew
products, which are incredibly affordable and still maintain a high quality.
Place:
The client is located at 749 Bayridge Dr. (Metro Plaza) in the West end of Kingston, ON. Although the Metro Plaza
is a popular shopping area, the actual store is located in the far back left corner of the market, making it invisible/
unknown to those driving by. There is currently no sign out front of the Plaza signifying the presence of the client
but Bill has coordinated with his landlord and a sign will be installed soon.
Promotion:
The client has placed three different ads in the Kingston Whig Newspaper, each of which offered some type of
discount on a specified wine kits or wine kits overall. The BOGO ad was the most successful according to Bill as
he received the most feedback from his clients for it.
Bill has not yet done any advertising/marketing in the way of radio or television but is hoping to create a radio ad
in the near future and is opting towards Fly FM.
As previously stated, the client is on Facebook and Twitter but promotion on these platforms has been minimal. Bill
does not yet have a promotion video for his business but would like to have one up and running in the near future.
D. Competitive Analysis
Bayridge Cask and Keg Winexperts Wine Kitz
Competitive Advantage:
• Devoted to provide customers
satisfaction back up with 100%
guarantee on product quality.
• Local retailer of home wine and beer
making kits and supplies for over 20
years
• Focus on customer relationships
• Prime location
• Caters to events such as weddings,
parties, etc.
• Devoted to bring the finest
wines of the region straight to
consumer’s glass20 years in the
business
• Business is nationwide
• Has a “Quality Assurance” team
• Has varied marketing exposure
(sponsored wine related events)
• Strong video content on YouTube
• Provide consumers 100%
satisfaction guarantee
• Business started 1959
• Employees are wine lovers as
well
• Caters to events such as
weddings, parties, etc.
Weakness:
• Limited Budget for Advertising &
Marketing (recently purchased
business, low to small budget
for advertising and marketing
communications
• Social Media awareness low
• Not the greatest grasp on SEO
Weakness:
• Tied down by their corporate
banner (exclusively tied down to
specific wine brands)
• Has Wine Kits in very close
proximity
• Recently acquired Homecraft
Brew & Wine and may confuse
and deflect prospective
customers due to branding
issues.
Weakness:
• Has Winexperts in very close
proximity
• Low brand exposure in terms of
advertising and marketing
• Relies on their website for
promotion and company
information only
• Out-dated website and
information
• No social media
ANALYSIS ON DIGITAL ASSETS
3

issues. information
• No social media
ANALYSIS ON DIGITAL ASSETS
bayridgecaskandkeg.com winexpert.com winekitzkingston.ca
Score: Not Available Score: 50.4 Score: 49.1
Rank: Not Available Rank: 1,943,590 Rank: 1,943,590
Analysis @BayridgeCaskKeg
• 29 Followers
• 74 Tweets
TWEETREACH Results:
• 783 accounts Reached
• 2,012 impressions
Analysis Bayridge Cask and Keg
Posts average of 2x/week
213 likes
Reviews:
5.0 of 5 stars
- from 13 reviews
Analysis @WinexpertInc
• 6 Followers
• No Tweets
TWEETREACH Results:
There are no tweets
available for this query.
Analysis Homecraft
Brew & Wine
Posts average of 3x /month
137 likes
Reviews:
5.0 of 5 stars
- from 5 reviews
Analysis Not Available
TWEETREACH Results:
There are no tweets
available for this query.
Analysis Not available
Analysis
Not Available
Analysis
Winexpertofficial
39 videos uploaded
63 subscribers
17,500 views
Joined Jun 5, 2013
Analysis
Not Available
Analysis
Not available
Analysis
Winexpertofficial
1 follower
1090 views
Analysis
Not available
Local Advertising (Kingston):
• Advertised through Newspapers
- 2 newspaper exposures
• Event Marketing - the Kingston
Bridal Show last February 2015
Winexpert sponsored events:
2014 and this year’s 2015
WineMaker Wine Competition
No known Marketing nor
Advertising efforts
4

A. Current Customer Mix
Women age: 36-54+
The client identifies their current customer segment as primarily women in their mid-30s to 50s and up. They
predominantly purchase wine kits, and choose the brew in-store option.
We have identified three classifications under this age segment:
• Some well-off, middle-aged couples settled in the nations satellite cities. They have college educations,
well-paying businesses, professional careers, and swank homes filled with the latest technology.
• 50% belongs to empty nesters who have had solid managerial jobs, comfortable retirements, and that they
enjoy reading, playing musical instruments, indoor gardening and refinishing furniture.
• Some are upper-class families that boast dual incomes, college degrees and new split-levels and colonials.
They tend to be kid-obsessed, with heavy purchases of computers, action figures, dolls, board games,
bicycles and camping equipment.
Current Customer Attitudes Towards Product
• The current customer segment consists of economically sound individuals, and therefore, their reasons
for purchasing the product to not revolve solely around the value aspect, although that does play a factor.
• With many of them being empty nesters, this segment tends to occupy their time by taking on hobbies and
engaging in cultured activities. Making their own wine is a way for them to spend some of their free time
while simultaneously having something to show off to friends and family at dinner parties and events.
• The value concept does play a part in the current customers attitudes towards the product. Not only are
they saving money by purchasing the product, they are also saving themselves time by making enough
wine to last for a few months or more. This enables them to focus on their current projects without having
to make multiple trips to the local liquor stores.
B. Potential new customer targets
Women age: 25-35
The client has noticed an opportunity following an increase in customers that are from a younger audience (mid-
twenties to late thirties). They are also predominantly women. There are more than 11,500+ women1
within the age
range of 24-35 years old currently residing in the Kingston area.
1 DEMOGRAPHICS. (2015, January 18). Retrieved January 19, 2015, from http://business.kingstoncanada.com/en/statistics/demographics.asp
AUDIENCE
ANALYSIS
5

Rationale:
It has been presumed that the 20-year-old’s age segment should be targeted for the benefit of the client, however (see
Section D – Buying Behaviour); the psychological perception of this age segment is less inclined to investing time
and preparation for an alcoholic beverage. There are better opportunities to target 25-35 year old married couple and
single ladies since this entices them on the recreational aspects.
B. Demographics
Location:
Kingston City Profile from KEDCO1
:
Kingston is the second largest city in Eastern Ontario and its large area relative to its population gives it a
low population density, a characteristic Kingston shares with most of the rest of Eastern Ontario. The median
age of Kingston’s population is in the mid-range for comparator cities and is significantly lower than Eastern
Ontario counties. Kingston’s population is well educated in comparison to other cities and our visible minority
make-up is rich and diverse.
Target Market Geo-location2
:
Target Market Demographics3
:
Primary Target
Population
Secondary Target
Population
Kingston Age Segments and Population from 25 - 55 years old 22,785 44,635
Market Gender Segments
Male 11,363 21,775
Female 11,422 22,859
Top Age Segments for Each Market 25 - 29 yr olds 50 - 54 yr olds
Knowledge of Official Languages (Conversational Ability) Population
English only 146,737
French only 349
English and French 20,282
Neither English nor French 684
2 NEIGHBOURHOOD PROFILES - 2011 CENSUS KEY MAP. (2011). Retrieved January 17, 2015, from https://www.cityofkingston.ca/docu-
ments/10180/90461/AllNeighbourhoods_Map.pdf/017f63e7-7181-421f-9f8b-547dd4528eff>.
4km radius neighbourhoods:
4 - Cataraqui Westbrook
5 - Cataraqui North
6 - Woodbine
7 - Westwoods
8 - Sutton Mills
9 - Mile Square
10 - Bayridge West
11 - Bayridge East
12 - Gardiners
14 - Lemoine Point
15 - Auden Park
7.5 km radius neighbourhoods:
13 - Waterloo Village
16 - Henderson
17 - Collins Bay
Penitentiary
18 - Reddendale
19 - Strathcona Park
20 - Alcan
21 - Kingscourt
22 - Williamsville
24 - Rideau Heights
25 - Inner Harbour
26 - Grenville Park
27 - Hillendale
28 - Polson Park
29 - Calvin Park
30 - Fairway Hills
31 - Portsmouth
32 - Kingston
Penitentiary
34 - Alwington
35 - Queen’s
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7
Households & Household Income (2013) Population
Median 2013 total income $ 34,420
Average 2013 total income $ 44,013
Median 2013 total income for males $ 40,470
Average 2013 total income for males $ 50,413
Median 2013 total income for females $ 29,595
Average 2013 total income for females $ 38,058
Average # of persons in household 2.33
C. Psychographics
Below we have analyzed the online habits of women in this age bracket by breaking the segment into two age
groups.
Technographic Profile4
:
• The two strongest categories, which showed up are Joiners and Spectators. This indicates that these significant
portions of the market segment are very active on social media. They have and maintain social media profiles,
and visit social media sites like Facebook, Twitter, and Pinterest. The Spectator portions of this segment mean
that not only do they use social media, but they also watch videos, read blogs, reviews, listen to podcasts, and
consume various other forms of content online.
• Another encouraging element is that a good portion of this audience are critics, and creators which means that
many within this audience participate in online discussions, share content, and also create content of their own
such as blogs, product reviews, and more.
Habits and Lifestyles:
Primary Target Market (25 - 35 yrs. old): The primary target are concerned with breaking free from their
student lifestyle and are wanting to indulge a little more in the good life now that they have more sufficient
funds to do so. When they are not working at their new career, they can be found hosting parties at their
apartment, exercising at the local gym, and checking out local music entertainment.
4 WHAT’S THE SOCIAL TECHNOGRAPHICS PROFILE OF YOUR CUSTOMERS? (2011). Retrieved January 17, 2015, from http://empowered.forrester.
com/tool_consumer.html

Secondary Target Market (36 - 55+ yrs. old): As empty nesters, the secondary target market enjoy focusing
on their hobbies, keeping their hands and minds busy. They feel satisifed when they keep involved and up to
date with community events and as they are getting closer to retirement everyday, they are trying to look after
their health more than they used to.
Primary Customer
Kristin Sykes
Kristin is a 25-year-old young-professional. She was just recently offered the position of
Junior Account Executive at Invista in Kingston, ON. Kristin rents a 1-bedroom condo
with her boyfriend, Tyler, and just recently adopted a dog from the local shelter.
She has earned a BAin Economics at Queen’s University and completed a grad certificate
in Digital Marketing 2 years ago at St. Lawrence College. Having been out of school for
a couple of years now and working a full-time job, Kristin has been enjoying having extra spending money
and is thinking about saving for a starter home with Tyler. She has just recently bought a 2010 car off of Kijiji.
com to get her to and from work and feels as though her life is finally starting to take off. She is now making
40,000 dollars a year while Tyler is finishing his Masters at Queens.
Kristin is excited to be out of school and be a working woman. On the weekends, she likes to get together with
her girlfriends and host dinner parties in her new condo or just relax with her boyfriend and dog on the couch,
enjoying some quality time.
Kristin is young and enthusiastic and likes to be spontaneous as often as she can be.
Pain Points
Although she has a received a new job and is making a decent starter income, Kristin has debt to be taken care
of. With her monthly OSAP payments, vet bills, rent, and car insurance, Kristin is feeling like she can’t enjoy
her newfound independence, and indulge as much as she would like to.
Social Activities
Besides hosting fun girls nights and exercising daily, Kristin likes to have an open schedule during her free
time. She enjoys scoping out cool community events and likes to keep things in her relationship fun by going
out on the town with her boyfriend, participating in local events.
Secondary Customer – Existing Customer Base
Janet & Keith Taylor
Janet and Keith are 52 years old and have two boys and a girl. One child is graduating
high school and the other two are in their first and second years of university/college.
Having spent the good part of her life chauffeuring her children around in the family
Mini Van, which has been traded in for a Hyundai Santa Fe, Janet and her husband
Keith are spending more time to themselves, going on holidays, golfing, and now wine
making.
8

Janet loves her garden. Each spring, she pours her creative side into the creation of her award winning flower
garden. She’s proud of that garden and it relaxes her, giving her purpose.
Janet is an X-Ray Technician at Hotel Dieu in downtown Kingston, while Keith is approaching retirement
where he works on the production line at Invista. Their combined salaries are $145,000. With most of the kids
being out of the house, and their last child on the verge of graduating, Janet and Keith have been getting to
know each other again as a couple. Since they’re focus has shifted from children to each other, they are excited
but intimidated by all the time they have to share together once again.
Both Janet and Keith are looking forward to the Havelock Jamboree this year. This is an event that the couple
goes to every year in tradition, and they work their schedules around it.
Pain Points
It’s that empty nest syndrome. Faced with the fear of her children venturing off into the cold hard world, Janet
needs to keep busy in the fall, when her children are off to school and her garden is closed for another year.
Likewise, now that Janet and Keith have more time to focus on themselves and their relationship, they need to
find activities and hobbies that they can share/participate in together. They fear that they may not know each
other as well as they used to, and therefore enjoy any opportunities that give them the chance to rediscover
each other.
Social Activities
Besides the gardening and golfing, both Janet and Keith have dinner at their friend’s houses on a monthly
basis. In the summertime, they enjoy a back porch glass of Vino and host frequent neighborhood barbecues
in their backyard. Janet likes to take Yoga classes once and a while at the local YMCA and Keith is a news
enthusiast. Whether it is local or national, he enjoys keeping himself updated on local events by subscribing
to news magazines, papers, and online sources.
Specialized Target Market
Wedding Market
The client has made clear that they want to be involved in Kingston’s wedding events
and promote their products to couples that are getting married in the area, predominantly
focusing on the brides (women).
Rationale:
Weddings are expensive, so targeting brides who are looking to cut costs while ensuring they are getting the
best value for their money is a great opportunity for the client.
There will be three sub-targets within this market:
I. Low to Middle Income Brides who may not yet be financially secure.
In general, a wedding is a large expense. Although this target market would like to minimize their costs
where possible, they do not want to sacrifice the originality or integrity of their event. Therefore, promoting
9

10
the product as cost effective and of high value is key in reaching out to this target segment.
II. Parents of the Bride and/or groom
This segment is likely to appreciate the price value of the client’s products as opposed to its competitors.
Since the parents of the bride and also the groom can sometimes be responsible for much of the wedding
expenses, they will be eager to find deals on wine for the guests so as to spend the savings on some other
expenses in the wedding that aren’t as easily negotiable. Although many couples getting married are above
the age of 25, it is known that parents still hold some authority over their children’s choices, making
them a viable target market to promote the clients products to: they will become brand ambassadors to the
marrying couple.
III. Middle to High Income Brides who appreciate original choices for their wedding in order to make the
event as memorable as possible
Although this segment of the wedding target market may not need to worry about choosing the most cost-
effective options, they will be interested in the opportunity to customize their wine in order for it to stand
out to their guests and make their event more memorable/special. Promoting the abundance of wine choices
offered by the client to this target segment will play a key role in bringing in their business. In addition, the
money they will save will be appealing even to those who are financially secure.
D. Behavioural Characteristics
Consumer Locations for Purchasing Wine5
:
In our research, a chart (see Appendix 2) illustrated that most of the wine purchases are more frequented in
supermarkets and hypermarkets (40% of respondents) for consumption at home and for gifts as well. A special wine
shop is not very significant in affecting purchasing power. However, it is interesting to note that it is only visited
more often in the case of purchasing wine for a gift.
Consumer and Wine Attributes6
: (see Appendix 3)
1. In the case of consuming the wine at home, the following attributes are more important: taste (sweet, dry),
quality, wine region.
2. If the wine is purchased for a gift consumers consider more attribute to be important for making the decision
e.g. quality, taste, wine region, label, price, form of the bottle, recommendation of experts. All of these play an
important role in the purchase decisions.
3. Both their research and our focus group interviews verified the price as a very important product attribute and
means of quality identification by the consumers.
4. It is interesting to see that during the ‘year of the wine’; ‘alcohol content’ and ‘advertisements’ attributes were
rated very low.
E. Buying Behaviour
Consumer Wine Expectations (Psychological)
People have the expectation that good quality wine is expensive. Factors like color, year, origin and taste can
influence the consumer’s emotions towards a specific kind of wine. Younger generations are less likely to find wine
more appealing compared to other liquor alternatives. They associate wine to a mature age segment.
5 Tóth, A., & Totth, G. (n.d.). WINE PURCHASE BEHAVIOR AND PERSONAL VALUE BASED CONSUMER SEGMENTATION. Retrieved January 18,
2015, from http://academyofwinebusiness.com/wp-content/uploads/2010/05/File-010.pdf
6 Tóth, A., & Totth, G. (n.d.). WINE PURCHASE BEHAVIOR AND PERSONAL VALUE BASED CONSUMER SEGMENTATION. Retrieved January 18,
2015, from http://academyofwinebusiness.com/wp-content/uploads/2010/05/File-010.pdf

Locally Made “U-Vint” Wines
Local wine is gaining popularity among residents. There is an existing consumer belief of “buying/supporting
local” and this is usually a desirable trait. Typical enthusiasts are baby-boomers and recent retirees. There is also
the association of consumer experience because they gain satisfaction and the reward of crafting their own wine.
Perception of Time
As stated above, retirees and baby boomers are more enthusiastic about making their own wine because they can
afford to be patient. Typically, a batch of wine can take up to 4 weeks to be ready to drink. It is a challenge to get
younger people in especially the early 20’s age segment since they don’t like to invest their time into producing
wine when they can just go to a store quickly and buy a bottle of wine. Recently though, there is a trend with
younger couples coming in as more of them move to the downtown core.
Perception of Value
U-Vints or Wine kits have value as the main motivator perceived by a consumer because they can expect quality-
crafted wine as an excellent alternative to table wine. The younger potential customer target segment is going to fit
well with a value based positioning strategy; they’re all on budgets, but still want to enjoy quality wine. A batch of
wine for 24 bottles will roughly cost around $99.00, which would bring cost to a little over $4.00/bottle compared
to average wine brands at LCBO of $15/bottle, which at 24 bottles produces $360 total (*calculations exclude tax).
Consumers save an estimated $261.00 by choosing to make their own wine.
11

OBJECTIVES&
BENCHMARKS
12
Campaign Focus: Awareness
The main focus of the campaign we are developing for Bayridge Cask and Keg is based on increasing the awareness
of their business and brand throughout the Kingston area, with strategic concentrations on key geographic “pockets”
of the city based on relative habitation by our target segment. Additionally, focusing direct marketing tactics on the
residential areas immediately surrounding the store’s location will be vital.
Communications Objectives:
We have categorized the communications objectives into three main elements in order to achieve our main goal of
reinforcing the awareness of the client’s brand. They have been strategically designed to work symbiotically with
the campaign’s focus. They are:
• Increase awareness of the store’s brand and location
• Introduce the store and the owners as “brand leaders”
• Build a sense of community around the brand through audience engagement
• Stimulate, and encourage new customer traffic
Sales Objectives & Benchmarks
In order to measure the effectiveness of the campaign we have identified the following sales objectives and
benchmarks from which to rank specific results of our marketing operations:
• Exceed brew on premises sales by 15% over the previous fiscal year
• Increase new customer traffic by 10% over the previous year
• Increase coupon & offer redemption by 10% (FlyerMail, Kingston Publications, etc)
Consumer Engagement Objectives:
Due to the strategic focus on building, and improving awareness we have also identified key objectives, and
milestones for online consumer engagement:
• Increase online incentive/offer participation by 10%
• Attract 100 new Twitter Followers
• Generate 100 new Facebook Likes to the store’s page

A. Selection of Media Mix
CHANNEL
CHOICES
Media Mix Targeting Tier 1 (25 – 35 year olds):
Events
Details: Purpose:
• Wine Making Workshops:
• Learn to make your own wine,
Wine etiquette, and Wine topics
• Venue: Bayridge Cask and Keg
• Kingston Wedding Show
Brand awareness
and education
Sales and Customer
Acquisition
Traditional
Advertising
• Newspaper (Heritage EMC, and
WHIG)
• Kingston Life Magazine
• Welcome Back Student Magazine
• Radio – Product Giveaways
Coupons, offers,
and incentive-based
advertising
On-air mentions &
Branding
Loyalty
Rewards/
Referral
Program
• Rewards Card Customer Retention
& Referrals
Online
• Facebook and Facebook Ads
• Twitter
• YouTube
• Google AdWords
• Blog
• Mobile App Promotions and
Advertising (e.g. Opprox)
Expanding &
enhancing reach
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Public
Relations
• Fly FM Radio – create a Press
Release of the Wine Making
Workshop. Press Release highlights
and the event.
• Newspaper
• TV (CKWS, Station-14)
Target Radio and
News Channels to
leverage the events
and promotions of
the client
Media Mix Targeting Tier 2 (36 – 55+ year olds):
Events
Details: Purpose:
• Kingston Home Show
Event: Kingston’s biggest home
show event.
§ Venue: Cataraqui Sports Com-
plex, Sydenham Rd.
§ Dates: April 10,11,12 2015:
Friday 5-9 pm SENIORS (60+)
FREE
Saturday 10am -5 pm
Sunday 10am -5 pm
Face-time with prospects,
event-related incentives
Direct Marketing • Flyer Mail Coupons & Branding de-
livered to key residential
areas
Traditional
Advertising
• Newspaper
• Radio– in form of Giveaways and
news worthy events
Awareness – push pro-
motions and events
Loyalty Rewards/
Referral Program
• Rewards card Customer Retention &
Referrals
B. Channel-Choice Rationale
For samples and mock-ups of advertising collateral relevant to our creative strategy see (Appendix 12)
1. TRADITIONAL ADVERTISING
Based on the clients retail setting and location, specifically coupled with the Tier-2 market segment (Women 36-
55+). Traditional advertising methods should be considered a valuable asset for establishing contact with this
segment. They include:
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Newspaper
Local Newspapers are still very much alive and well. Past uses of newspaper coupons and incentives have
yielded positive results. Therefore, enhancing the overall design and having the offer used for future print
advertising will be a key component. The Heritage EMC, and Kingston Whig Standard are primary choices
based on previous results, readership, and circulation.
Magazine
Kingston Life Magazine has an ample circulation to key residential areas within the city and is a superb
lifestyle publication, which is relevant to both the Tier-1 & 2 market segment(s). Also, the Welcome Back!
Student Magazine will be a vital publication to include due to its readership and distribution among the tens
of thousands of students, which reside in/enter the city each year.
Radio
Although the initial marketing budget outlined by our client ($7,500.00) will not permit a substantial purchase
of airtime, one option will be to appeal to local station(s) to participate in product giveaways. The only cost
associated with this will be the product itself, and it is a great way to get on-air mentions which can draw
attention to the brand. The two stations we have identified as relevant for the T 1&2 market segments are:
98.3 FLY FM (Bell Media) and HITS 104.3 FM (Corus Entertainment)
2. IN-STORE PROMOTIONS & RETENTION INCENTIVES
Loyalty/Rewards Program(s)
Currently the client hosts a monthly draw which customers can enter for a chance to win a free batch of beer
or wine. This style of in-store promotion is an ideal way to promote repeat business. Enhancing upon this
concept with a simple rewards program structure will serve to augment in-store promotions and customer
retention incentives. (For an example of our proposed rewards program see appendix 12)
3. ONLINE COMMUNICATIONS
Facebook
With just over two hundred “likes”, the client’s Facebook page is doing well, but has definite room for growth.
Paid advertising on Facebook in short “bursts” which coincide with a specific offer, or redirect to content
hosted on the client’s website such as blogs, or videos will definitely encourage interest, and serve to grow the
audience on this particular social media channel. Facebook is also an ideal platform from which to engage
customers and stimulate conversations. (For an example of Facebook Ads see Appendix 13:)
Action Items for Facebook:
• Set up sponsored posts and ads
• Set up Facebook tabs that sync to the client’s marketing automation platform
Twitter
As indicated in our SWOT analysis, many competitors are not making full use of/have little (if any) presence
on social media (especially Twitter). This presents an immense opportunity to take the lead and engage
consumers through this channel. Due to the use of hashtags, the necessity of purchasing paid advertising on
15

Twitter is not crucial at this stage.
Action Items for Twitter:
• Ensure that the #YGK hashtag is attached to all Tweets
• Make 1-2 tweets per day, (no more than 3)
YouTube
YouTube is an ideal component of delivering all video content.
Any videos can be hosted on the client’s main website, as well as
a dedicated YouTube Channel. Alternatively, YouTube-published
videos can also be embedded on the website itself, including any
posts on other social media channels. This creates a reciprocal
direction where the audience can access and consume content from
multiple places, each leading back to the clients proprietary web-
space.
Blogs
Blogs present a prime “central location” for launching various forms of content from one convenient location.
Aside from body-text; videos, images, and more can be included to a post to enhance its appeal. Maintaining
a weekly or bi-weekly blog will also set the stage for encouraging commentary from readers and are a great
way to engage the audience, maintaining consumer interest.
Google AdWords
Purchasing Google AdWords or paid search results can assist with fortifying how the client’s brand is revealed
through web-searches. In addition to including keywords and other SEO initiatives currently in-operation, the
investment in Google advertising would help enhance the client’s online visibility. (For an example of Google
Ad campaign see Appendix 13)
4. EVENT MARKETING & PUBLIC RELATIONS
Participating in events creates a valuable opportunity for face-time with prospective customers in an environment
where the client’s products and services are already top of mind. Additionally, the inclusion of a show specific
promotion or offer provides a great incentive for attendees to respond and convert to paying customers.
Key Events to Participate in:
• Kingston Home Show
• Kingston Wedding Show (Already involved)
5. IN-HOUSE WORKSHOP(S)
In addition to local events, the client can also host mini-events or workshops where customers can register as a
group, and for a fee which covers their purchase of a wine (or beer) kit, can participate in a fun, educational activity
which sets the stage for personal selling and establishing strong customer relationships.
6. DIRECT MARKETING
Key points for Social Media Channels
Objectives:
• Brand awareness and engagement
• Lead generation or customer
acquisition
• Share a mix of relevant links,
blog posts, and engaging content
• Promote upcoming events
• Engage with influencers
Key Metric Tracking:
• Number of posts per day
• Page follows
• Likes / Favourites
• Engagement and comments
• Referring traffic
• Shares / Re-Tweets
• Lead generation/new customers
16

Direct Mail Flyers (e.g.: Flyer Mail)
Flyer Mail distribution encompasses the entire key residential areas inhabited by our primary target market,
and beyond. If tied with an attractive incentive this method of direct marketing will be an ideal supporting
channel for communicating the client’s brand and location.
E-Newsletters
A monthly newsletter distributed via email is an effective means of issuing sales and promotional notices to
current clients and in-turn encourages customer retention. Fortunately, the client already uses QuickBooks
for managing all CRM elements which makes building and maintaining customer contact lists organized and
streamlined.
7. ALTERNATIVE CHANNELS TO CONSIDER
Mobile Apps
An interesting and relatively new (and local) mobile app called Opprox was recently launched. The
application provides location based incentives/coupons to users based on the brands they are within proximity
of. We recommend keeping an eye on this app’s progress as it generates a higher number of end-users, before
investing in any advertising.
Pinterest
Pinterest is a wonderful channel from which to deliver visual content. Pinterest allows small businesses to
promote their Pins to increase click-through rates, improve reach, and potentially drive more traffic to their
sites. The client can use this channel to direct consumers to blog posts, store events, rewards opportunities, and
more. Consumers are more inclined to click on visual content through social media, making Pinterest a viable
option to increase consumer engagement.
Campaign Timeline
Detailed Schedule of Campaign:
17

Events Schedule (2015) Other Details and Specifics
Kingston Home Show Apr 11, 12, 13
Wine Making Workshop Mar 21, Apr 25, May 23, Jun
20, Sept 19, Nov 28
Traditional Advertising
Newspaper Nov 28 Heritage EMC / Kingston WHIG
Radio First week of the Month Product Giveaways / PR
Magazine October and December issues Kingston Life Magazine
In-Store Promotions & Reten-
tion Incentives
Loyalty/Rewards
Program(s)
March 2 Loyalty program launches
March 2, program is available
all year round
Online Communications
Facebook Facebook Posts:
1 post/day/week/month
Facebook Ads:
1 campaign/month
Twitter 1 post/day/week/month
YouTube Video shoot and post-pro-
duction: 1st
and 2nd
weeks of
March
Video Launch: March 13
Video will also be embedded
on client’s website
Blog 1 post/week/month
E-Newsletter 1 blast/month Target first week of the month
Google AdWords 1 campaign/month
Direct Marketing
Flyer Mail Once every 3 months:
March, June, September, De-
cember
Alternative Channels
Mobile Apps Launch September - December
Pinterest 1 post/week/month
18

Strategic Planning
Content Matrix
Type Facebook Twitter YouTube Blog E-Newsletter
Target Primarily T1
and some T2
Primarily T1
and some T2
Primarily T1
and some T2
Primarily T1
and some T2
T1 and T2
Tone Informative,
Lifestyle, Enter-
taining, Inspir-
ing, Awareness,
Promotional,
Driven, Value,
Passionate
Informative,
Lifestyle,
Entertaining,
Inspiring,
Awareness,
Promotional,
Driven, Value,
Passionate
Informative,
Entertaining,
Lifestyle, Pas-
sionate
Informative,
Educational,
Lifestyle,
Entertaining,
Inspiring,
Awareness,
Promotional,
Driven, Value,
Passionate
Informative,
Awareness,
Promotional,
Entertaining
Traffic Twitter,
YouTube, Blog,
E-Newsletter,
Radio,
Magazine,
Newspaper,
Flyer, Mobile
App, Pinterest
Facebook,
YouTube, Blog,
E-Newsletter,
Radio,
Magazine,
Newspaper,
Flyer, Mobile
App, Pinterest
Twitter,
Facebook,
Blog,
E-Newsletter,
Radio,
Magazine,
Newspaper,
Flyer, Mobile
App, Pinterest
Facebook,
Twitter,
YouTube,
E-Newsletter,
Radio,
Magazine,
Newspaper,
Flyer, Mobile
App, Pinterest
Facebook,
Twitter,
YouTube,
Blog, Radio,
Magazine,
Newspaper,
Flyer,
Mobile App,
Pinterest
Timing 1 post/day/
week/month
1 post/day/
week/month
1 video
(March)
1 post/ week/
month
1 blast/
month
19
MESSAGE
Primary CustomerSecondary Customer
Consumer Engagement
Sales Objective
Communications
Objective
Awareness
PR
TV, RADIO,
NEWSPAPER
ONLINE ADS
(GOOGLE &
FACEBOOK ADS)
SOCIAL
MEDIATRADITIONAL
ADVERTISING
(MAGAZINE)
EVENTS
DIRECT MARKETING
LOYALTY CARD

Campaign Tone & Theme: “Community & Expertise”
The creative theme for this campaign is merged directly with our focus on generating a higher level of awareness
among key consumer groups in the Kingston area. While it is perfectly acceptable to say this, we must also present
them with a brand, and customer experience that they will want to return to, time and again.
By introducing the owners of Bayridge Cask & Keg as approachable, and friendly experts we will be planting the
seed for customer loyalty and retention. We want prospective customers to think of the owners in direct correlation
with the brand name. By featuring Bill and Tina in key outbound marketing elements and collateral such as videos,
blogs, and images we will be promoting a sense of community, and an overall welcoming atmosphere.
Budget
• Option 1
Media Specifics Budget
Flyer Mail 1x West-End Exposure $1,146.00
Kingston Life 2x Emporium Ad Large $600.00
Google Ads $900.00
Kingston Home Show $800.00
Facebook Ads $390.00
Loyalty Cards 50 pcs one sided printing $5.00
Creative
Production Cost (Video) $40.00/hr at 20 hrs. $800.00
Creative Ad Designs $300.00
Blog Content Writer $40.00/hr rate
for a total of 8 Blog write ups
$1,280.00
Social Media Specialist (Student) $1,280.00
Total $7,501.00
• Option 2
Media Specifics Budget
Flyer Mail 1x West-End Exposure $1,146.00
Kingston Life 1x Emporium Ad Large $350.00
Google Ads $875.00
Kingston Home Show $800.00
Facebook Ads $300.00
Welcome Back Coupon (ad) $349.00
Loyalty Cards 50 pcs one sided printing $5.00
Creative / Production
Production Cost (Video) $40.00/hr at 20 hrs. $800.00
Creative Ad Designs $300.00
Blog Content Writer $40.00/hr rate
for a total of 8 Blog write ups
$1,280.00
Social Media Specialist (Student) $1,280.00
Total $7,485.00
20

Alternative Option for Social Media Management: “In-House, or DIY”
In our budgetary layout we have illustrated the estimated cost of hiring a Social Media Specialist in order to manage
outgoing messages sent through Facebook, Twitter & YouTube. While this does have a cost associated with it (see
budget) the client can alternatively approach this from a DIY perspective.
At present, the client primarily uses two specific social media channels: Facebook and Twitter. Using our editorial
calendar, and content matrix as a framework, the client can easily take ownership of all outgoing social media
messages. (Example: 1-3 Updates, or Tweets per day)
This way, the owners of Bayridge Cask and Keg can be in charge of their social media communications without
needing to hire a specific person to manage and coordinate this element of ongoing marketing operations.
Alternative Option for Content Creation:
Another way to reduce the cost(s) associated with the production end of our content strategy, is User Created
Content or User Generated Content (UGC). Appealing to the client’s social media audience(s) in order to recruit
content writing for the blog for example is one potential solution. The biggest benefit to user-created-content is that
the material will have a more “organic” or “holistic” feel to it, as the content is being written by actual customers of
the client, as opposed to company created sales collateral. All user-created posts can easily be distributed through
the blog, and shared through social channels. Types of content which are ideal for user created content are:
• Blogs
• Product Reviews
• Product Features
• How-to Articles
Additionally, production costs can be further reduced by creating video content for YouTube in-house. Although
the videos will not have that production-house feel, the videos will have a more organic or “home-made” feel to
them. For the cost of a decent digital camera, and a tripod the client will have everything they need to start creating
valuable video content on-location. Some examples of great video content are:
• How-to videos
• New Product Features
• “Day in the life of” or “inside-look” videos
As far as editing and creating the final video, there are several low-cost or free video editing software options that
are highly intuitive and user friendly. Some examples of these are:
• Windows Movie Maker (Usually comes with the Windows Operating System – Able to Export to YouTube)
• I-Movie (Apple iOS video editor, usually comes with MAC OS)
• YouTube Video Editor (Web-Based video editing app built-into YouTub
21

Return of Investment
After 2015 Campaign
Customers 1,500
Retention Rate 50%
Orders per Year 2.5
Avg Order Size $99
Total Revenue $ 222,750
Campaign Cost ($ 7,500)
Net Revenue $ 215,250
(See Appendix 8 for more information)
22

APPENDICES
Appendix 1. KEDCO Database
Appendix 2. Locations of Buying Wine (by percentage)
Appendix 3. The Importance of Products Attributes of Wine for Purchase
Decision Making
Appendix 4. Demographics
Appendix 5. Media Quotation
Appendix 6. Campaign Timeline
Appendix 7. Strategic Planning
Appendix 8. Campaign Value and ROI
Appendix 9.a Creative Brief
Appendix 9.b Creative Brief - Signed Copy
Appendix 10. Video Script/Synopsis - Signed Copy
Appendix 11. Online Analysis/Website Critique
Appendix 12. Creative Ads and Explorations
Appendix 13. Creative Ads - Facebook Ads and Google Pay Per Click

Appendices
Appendix 1. KEDCO Database
Kingston CMA Demographics

Contact Mailing Address
Donna Gillespie, Marketing & Communications
Manager
Monday - Friday 8:30AM - 5:00
PM
Phone Numbers
945 Princess Street at Innovation
Park
Kingston ON
Website K7L 3N6
http://business.kingstoncanada.com/en/home.asp

Data Last Updated: 18 January, 2015
Characteristic (2014 unless noted) Value
Source: Manifold Data Mining Inc.
Total estimated population 168,052
Census population 2006 152,358
Census population 2011 159,561
Projected population 2019 176,874
Projected population 2024 185,045
% Population change 2014-2024 (estimated) 10.1
Age Structure
Age 0-4 8,574
Age 5-9 8,311
Age 10-14 8,292
Age 15-19 9,695
Age 20-24 12,126
Age 25-29 12,060
Age 30-34 10,725
Age 35-39 9,754
Age 40-44 10,039
Age 45-49 11,540
Age 50-54 13,302
Age 55-59 12,318
Age 60-64 10,913
xxv

Age 65-69 9,646
Age 70-74 7,094
Age 75-79 5,417
Age 80-84 4,205
Age 85+ 4,042
Total male population 81,693
Males 0-4 4,344
Males 5-9 4,238
Males 10-14 4,310
Males 15-19 4,972
Males 20-24 6,169
Males 25-29 6,081
Males 30-34 5,282
Males 35-39 4,835
Males 40-44 4,989
Males 45-49 5,616
Males 50-54 6,335
Males 55-59 5,808
Males 60-64 5,173
Males 65-69 4,561
Males 70-74 3,350
Males 75-79 2,479
Males 80-84 1,773
Males 85+ 1,377
Total female population 86,358
Females 0-4 4,229
Females 5-9 4,072
Females 10-14 3,982
Females 15-19 4,723
Females 20-24 5,957
Females 25-29 5,979
Females 30-34 5,443
Females 35-39 4,919
Females 40-44 5,049
Females 45-49 5,924
Females 50-54 6,967
Females 55-59 6,510
Females 60-64 5,739
Females 65-69 5,085
Females 70-74 3,744
Females 75-79 2,938
Females 80-84 2,431
Females 85+ 2,665
xxvi

Income for Persons Aged 15 Years & Over (2013)
Total population 15 and over 142,875
Population 15 and over without income 5,447
Population 15 and over with income 137,428
Under $5,000 12,722
$5,000 to $9,999 9,506
$10,000 to $14,999 11,848
$15,000 to $19,999 12,060
$20,000 to $29,999 18,564
$30,000 to $39,999 16,397
$40,000 to $49,999 15,325
$50,000 to $59,999 11,555
$60,000 to $79,999 13,792
$80,000 to $99,999 7,933
$100,000 and over 7,726
$100,000 to $124,999 4,299
$125,000 and over 3,427
Households & Household Income (2013)
Total number of households 70,898
Median household income $ 68,327
Average household income $ 82,690
Under $5,000 1,532
$5,000 to $9,999 1,350
$10,000 to $14,999 2,555
$15,000 to $19,999 3,561
$20,000 to $29,999 5,934
$30,000 to $39,999 6,344
$40,000 to $49,999 6,459
$50,000 to $59,999 6,598
$60,000 to $79,999 9,540
$80,000 to $99,999 8,089
$100,000 to $124,999 7,478
$125,000 to $149,999 5,710
$150,000 and over 5,749
xxvii

Appendix 2. Locations of Buying Wine (by percentage)
Appendix 3.The Importance of Products Attributes of Wine for Purchase Decision Making
For Consumption at Home For Gift
Attributes of Wine Mean St.d. Attributes of Wine Mean St.d.
Taste 4,6 ,8382 Quality 4,6 ,9719
Quality 4,5 ,7547 Taste 4,6 ,7439
Wine region 4,1 1,269 Wine region 4,4 1,179
Grape 3,6 1,418 Label 4,3 1,375
Color 3,2 1,253 Price 4,2 1,431
Recommendation of experts 3,2 1,466 Form of the bottle 4,1 1,355
Price 3,1 1,246 Color 3,9 1,316
Label 3,0 1,356 Recommendation of experts 3,7 1,546
Form of the bottle 2,9 1,253 Grape 3,7 1,466
Image of the winery or the wine pro-
ducer
2,7 1,396
Image of winery or wine pro-
ducer
3,5 1,451
Y ear 2,5 1,315 Y ear 2,9 1,411
Alcoholcontent 1,9 1,259 Alcohol content 2,1 1,182
Advertisements 1,6 ,954 Advertisements 1,7 1,084
1= the attribute being not important, 5= the attribute being very important.
xxviii

Appendix 4. Demographics
Location:
Kingston City Profile from KEDCO1
:
Kingston is the second largest city in Eastern Ontario and its large area relative to its population gives it a
low population density, a characteristic Kingston shares with most of the rest of Eastern Ontario. The median
age of Kingston’s population is in the mid-range for comparator cities and is significantly lower than Eastern
Ontario counties. Kingston’s population is well educated in comparison to other cities and our visible minority
make-up is rich and diverse.
Target Market Geo-location2
:
2 NEIGHBOURHOOD PROFILES - 2011 CENSUS KEY MAP. (2011). Retrieved January 17, 2015, from https://www.cityofkingston.ca/docu-
ments/10180/90461/AllNeighbourhoods_Map.pdf/017f63e7-7181-421f-9f8b-547dd4528eff>.
4km radius neighbourhoods:
4 - Cataraqui Westbrook
5 - Cataraqui North
6 - Woodbine
7 - Westwoods
8 - Sutton Mills
9 - Mile Square
10 - Bayridge West
11 - Bayridge East
12 - Gardiners
14 - Lemoine Point
15 - Auden Park
7.5 km radius neighbourhoods:
13 - Waterloo Village
16 - Henderson
17 - Collins Bay
Penitentiary
18 - Reddendale
19 - Strathcona Park
20 - Alcan
21 - Kingscourt
22 - Williamsville
24 - Rideau Heights
25 - Inner Harbour
26 - Grenville Park
27 - Hillendale
28 - Polson Park
29 - Calvin Park
30 - Fairway Hills
31 - Portsmouth
32 - Kingston
Penitentiary
34 - Alwington
35 - Queen’s
xxix

Target Market Demographics3
:
Kingston Age Segments and Population from 25 - 64 years old4
Gender Profile from the Top 5 Age Segments Kingston Household Income 20135
:
Knowledge of Official Languages (Conversational Ability)5
: Kingston Marital Status6
:
6 CENSUS METROPOLITAN AREA OF KINGSTON, ONTARIO. (2012, October 24). Retrieved January 18, 2015, from http://www12.statcan.gc.ca/cen-
sus-recensement/2011/as-sa/fogs-spg/Facts-cma-eng.cfm?LANG=Eng&GK=CMA&GC=521#FN-AM
Top 5 Age Segments
Households & Household Income (2013) Population
xxx

xxxi
Celebrating Kingston and the people who call it home, Kingston Life gives
readers insight into the noteworthy people, places and issues that are
shaping this city. Covering everything from arts and culture to influential
personalities, each issue delivers the city to your doorstep, exploring
stories that will keep you informed and entertained.
Delivered by controlled circulation through The Kingston Whig-
Standard and sold at select newsstands, Kingston Life attracts read-
ers who own their own homes, are well educated and well travelled,
sophisticated and enjoy a higher-than-average household income.
Since 1999, Kingston Life has delivered over 930,000 magazines.
Kingston Life — an exciting opportunity
for your advertising messages.
ADVERTISING NET RATES 1X 2X 4X 6X 8X (Kingston Life + Interiors) CREATIVE SPECIFICATIONS
FULL PAGE $2,395 $2,290 $1,910 $1,680 $1,495 Trim Size: 8w x 10.75d”
Bleed Size: 8.25w x 11d”
2/3 PAGE $1,975 $1,860 $1,565 $1,375 $1,185 Vertical: 4.611w x 9.525d”
1/2 PAGE $1,595 $1,499 $1,315 $1,155 $995 Vertical: 4.611w x 7d”
1/3 PAGE $1,165 $1,100 $915 $805 $695 Square: 4.611w x 4.6875d”
1/6 PAGE $820 $775 $675 $585 $495 Horizontal: 4.611w x 2.375d”
Vertical: 2.25w x 4.6875d”
OUTSIDE BACK COVER $2,880 $2,715 $2,370 $2,090 $1,810 Trim Size: 8w x 10.75d”
INSIDE FRONT COVER $2,760 $2,595 $2,250 $1,985 $1,720 Trim Size: 8w x 10.75d”
INSIDE BACK COVER $2,655 $2,499 $2,185 $1,965 $1,745 Trim Size: 8w x 10.75d”
DOUBLE PAGE SPREAD $4,315 $4,050 $3,580 $3,140 $2,700 Trim Size: 16w x 10.75d”
DINING LISTING (6 ISSUES) $235 25 words
EMPORIUM
LARGE $350 $300 $275 $200 Vertical: 1.6375w x 3.675d”
Horizontal: 3.425w x 1.7625d”
SMALL $168 $144 $132 $88 Square: 1.6375w x 1.7625d”
AVERAGE ISSUE CIRCULATION: 15,000 PUBLISHED: January, March, May, July, September and November
PUBLICATIONS: PREMIUM TITLES
DISTRIBUTION: Controlled circulation through The Kingston Whig-Standard, mailed to subscribers and sold at select newsstands
18 St. Remy Place, Kingston, ON, K7K 6C4 | 613.389.7400 | For information on all of our publications, visit www.kingstonpublications.com
Appendix 5. Media Quotation

xxxii
Welcome Back Student Magazine, now in its 38th year, introduces
the City of Kingston to students of Queen’s University, St. Lawrence
College and the Royal Military College of Canada (RMC).
Timely, relevant editorial, complemented by value-packed coupons,
Welcome Back offers local retailers and national advertisers an
extraordinary opportunity to influence 15,000 students
— just as they are making adult purchasing decisions and
beginning to form lasting buying habits. Reach out to one of
the most exclusive, intelligent and affluent student audiences
in Canada with Welcome Back Student Magazine.
ADVERTISING NET RATES 1X CREATIVE SPECIFICATIONS
FULL PAGE $2,605 Trim Size: 8w x 10.75d”
1/2 PAGE $1,705 Vertical: 4.611w x 7d”
1/3 PAGE $1,375 Square: 4.611w x 4.6875d”
1/6 PAGE $860 Horizontal: 4.611w x 2.375d”
Vertical: 2.25w x 4.6875d”
OUTSIDE BACK COVER $4,340 Trim Size: 8w x 10.75d”
INSIDE FRONT/BACK COVER $3,765 Trim Size: 8w x 10.75d”
DOUBLE PAGE SPREAD $5,470 Trim Size: 16w x 10.75d”
COUPON $349 Horizontal: 3.5w x 1.812d”
$249 (With Purchase of Display Ad) Colour: Greyscale
LISTING $170 Business name, address,
phone, e-mail, website
CENTRE MAP (Centre map ads require a safe area for all non-bleeding elements of .25” in from the Trim Size)
LARGE $910 Horizontal: 5.325w x 3d”
Bleed Size: 5.575w x 3.25d”
SMALL $755 Square: 2.66w x 3d”
Bleed Size: 2.91w x 3.25d”
TOTAL CIRCULATION: 15,000 PUBLISHED: August
DISTRIBUTION: Distributed to Royal Military College, St. Lawrence College and Queen’s University
PUBLICATIONS: PREMIUM TITLES
18 St. Remy Place, Kingston, ON, K7K 6C4 | 613.389.7400 | For information on all of our publications, visit www.kingstonpublications.com

xxxiii
Professional Design • Full-colour Printing
Canada Post® Distribution • e-posting on www.save.ca
Kingston 1x 2-3x 4-8x 12x
West 22,800 $1146 $1100 $1032 $918
East 16,700 $871 $888 $788 $704
Rural 14,000 $750 $722 $680 $610
Full Market 53,500 $2527 $2400 $2260 $1992
Front and Back positions available for a premium:
Front Cover $80/M and Back Cover $60/M
Formoreinformationcall:
Geoff Josey • 613-531-2404
geoff.josey@metroland.com
K I N G S T O N M A R K E T
AllCampaignsincludeyourflyerpostedonsave.ca,Canada’sleadingflyercouponanddealsite,
aswellasa1/8pagefullcolouradintheKingstonHeritage.

xxxiv
Appendix 6. Campaign Timeline

xxxv
Appendix 7. Strategic Planning
MESSAGE
PrimaryCustomerSecondaryCustomer
ConsumerEngagement
SalesObjective
Communications
Objective
Awareness
PR
TV,RADIO,
NEWSPAPER
ONLINEADS
(GOOGLE&
FACEBOOKADS)
SOCIAL
MEDIATRADITIONAL
ADVERTISING
(MAGAZINE)
EVENTS
DIRECTMARKETING
LOYALTYCARD

xxxvi
Appendix 8. Campaign Value and ROI
Value of the Campaign
Facebook Ads = 14,900 potential reach per day
Google Ads = ave. 1,780 potential reach per month
targeted search is 201 potential reach per month
Flyer Mail distribution = 13,000+ potential reach
KingstonLife = 15,000 circulations
Welcome Back = 17,000 circulations
Estimated ROI
After 2015 Campaign
Customers 1,500
Retention Rate 50%
Orders per Year 2.5
Avg Order Size $99
Total Revenue $ 222,750
Campaign Cost ($ 7,500)
Net Revenue $ 215,250

Team
Envision
Marketing

St
Lawrence
College

100
Portsmouth
Avenue,

Kingston
ON
K7L
5A6

1

Date:
01/23/2015
Version
#:
A

Creative
Brief

Client:
Bayridge
Cask
&
Keg
Date:
01/23/2015

Brand:
Bayridge
Cask
&
Keg
Client
Lead:
Bill
Johnson

Project:
Integrated
Marketing

Communications
Plan

Account
Lead:
Mike
Hector

Project
Description

Bayridge
Cask
&
Keg
has
identified
the
need
to
develop
a
structured
framework
for
marketing
communications.

Envision

Marketing
has
been
contacted
to
develop
an
IMC
Plan
to
assist
the
client
with
current
and
ongoing
advertising
and
marketing

practices.

Market
Background/Overview

Bayridge
Cask
&
Keg
has
been
an
established
local
retailer
of
home
wine
and
beer
making
kits
and
supplies
for
over
20
years.

The
current
owner:
Bill
Johnson
started
out
as
an
employee
of
the
business
seven
years
ago.

There
have
been
two
previous

owners
since
Bill
started
working
there
before
he
eventually
purchased
the
business
in
2013.
According
to
Bill,
the
previous

owner
who
he
bought
the
business
from
was
rather
inexperienced
with
running
the
business.

During
this
time
the
owner

allocated
little
to
no
funding
toward
advertising,
and
in
addition,
overall
customer
perception
was
at
an
all-‐time
low.

They
did

retain
some
regular
clients
and
since
Bill
purchased
the
store,
business
has
been
improving.

Bill
identifies
his
current
customer
base
as
primarily
women
aged
anywhere
from
their
mid-‐30’s
–
50’s
(and
even
some
clientele

from
the
senior
citizen
segment)
who
predominantly
purchase
wine
kits.

However,
he
also
has
noticed
that
a
new
demographic

of
20
to
30
year
old
women
should
also
be
a
part
of
his
target
market.
The
most
popular
product
is
the
Pinot
Grigio,
Merlot,
and

Shiraz
products.

Despite
customer
demand
favoring
wine
kits,
Bayridge
Cask
&
Keg
does
feature
the
largest
variety
of
beer
kit

brands
and
accessories
in
the
region.

(**Source:

Current
Owner)

Since
purchasing
Bayridge
Cask
&
Keg,
Bill
and
his
partner
Tina
have
completely
gone
back
to
the
basics
of
small
business

culture.

They
place
the
customer’s
experience
at
the
forefront
of
their
efforts,
knowing
all
too
well
that
happy
customers
soon

become
repeat
customers.

And
in
a
business
like
Home-‐Brew,
repeat
business
and
strong
customer
relationships
are
integral

for
continued
future
success
and
growth.

Problem
to
be
Solved

The
client
has
illustrated
that
the
most
problematic
issue(s)
are:

• Consumer
Awareness

• Online
Branding

• Audience
Engagement

Target
Audience

Our
communications
will
be
tailored
to
resonate
with
both
the
current
primary
customer
segment
(Women
age
35-‐54)
as
well

as
the
newly
identified
target
market.
(Women
age:
25-‐35)

Advertising
&
Communications
Objective(s)

Communications
Objectives:

• Increase
awareness
of
the
store’s
location

• Introduce
the
owners
as
“Brand
Leaders”

• Build
a
sense
of
community
around
the
bran
through
audience
engagement

Sales
Objectives:

• Exceed
brew
on
premises
sales
by
15%
over
the
previous
fiscal
year

• Increase
new
customer
traffic
by
10%
over
the
previous
year

Engagement
Objectives:

• Increase
coupon/incentive
redemption
by
10%

• Attract
100
new
Twitter
Followers

• Generate
100
new
Facebook
likes
to
the
store’s
page

xxxvii
Appendix 9.a Creative Brief

Team
Envision
Marketing

St
Lawrence
College

100
Portsmouth
Avenue,

Kingston
ON
K7L
5A6

2

Positioning
Statement

“Bayridge
Cask
and
Keg
is
Kingston’s
best
solution
for
high
quality,
wine
and
beer
kits
to
make
at
home,
or
in-‐store
with
our

experts.

At
Bayridge
Cask
and
Keg
we
are
dedicated
to
ensuring
you
are
provided
with
the
best
services,
products,
and

experience
guaranteed.”

Creative
Objective(s)

• Introduce
the
client’s
brand
to
a
new
target
market
(women
25-‐35)
while
still
appealing
to
current
customer
segment

(Women
35-‐55)

• Enhance
Promotional
efforts
for
in-‐store,
and
direct
marketing
formats
(Coupons,
Offers)
–
(Incentives)

• Utilize
the
website’s
blog
space
to
deliver
engaging
content
&
encourage
customer
participation
(Community)

What
are
the
Reasons
to
Believe?

• Bayridge
Cask
&
Keg
is
a
local,
independent
retailer

• Bayridge
Cask
&
Keg
offers
unparalleled
customer
service,
and
experience
with
a
competitive
satisfaction
guarantee.

• Exceptional
Value
&
Quality
(“Get
your
wine
for
$99!)

• #1
Solution
for
Weddings,
and
Special
Events.

Creative
Strategy

“Leadership-‐Value
Fusion.”

There
are
two
distinct
positioning
concepts,
which
we
feel
applies
to
the
client’s
brand.

They
are:

Brand
Leadership,
and

Value,
or
Price
Positioning.

What
we
propose
is
a
marriage
between
the
two.

Conveying
a
sense
of
Brand
Leadership
will
help

establish
the
brand,
and
the
owners
as
the
“authority”
on
Brew
at
home,
or
on-‐premises
beer
&
wine
Products,
while
the
Value

elements
will
drive
home
the
overall
sense
of
value,
and
quality
assurance.

Tone:
Factual/Lifestyle

Creative
Execution

• Blogs
&
Social
Media
Engagement

• Radio
Promotions
&
Commercials

• Draws
&
Prize-‐Incentives

• Loyalty/Rewards
Programs

• Video
Collateral
(Interview
Segment,
Promo
coverage)

Everything
Else

When
designing
any
visual
collateral
–
the
layout
and
“atmosphere”
should
mesh
with
the
Website’s
colors,
and
other
esthetic

appearance
to
maintain
continuity
between
online
&
offline
materials.

_________________________________________________________________

Client
Approval:

Signature
/
Date

Enclosed:
Persona

xxxviii

xxxix
Appendix 9.b Creative Brief - Signed Copy

xli
Appendix 10. Video Script/Synopsis - Signed Copy

xliii
Bayridge Cask and Keg Online Analysis/Website Critique:
The following is an analysis of the client’s online brand, and presence as demonstrated by the current website:
BayridgeCaskAndKeg.com. Additionally, an examination of the website’s functionality and user experience (UX)
will be illustrated. The elements are broken into two main groups: External (cosmetic appearance and UX) and
Internal attributes (functionality, etc)
External Attributes:
At a glance, the website is visually striking. The homepage uses high-quality and relevant imagery, and uses a
consistent colour/font theme. The presence of a blog section offers visitors a positive source of content, which
complement the home page’s “news” frame located on the right-hand side. Each post is individually shareable via
social media channels, which is a valuable component to the blog.
The Facebook and Twitter buttons are located on the homepage’s upper left corner, and due to their grey/black
colouring they are not immediately visible.
It is notable, however, that there is a fair amount of scrolling on the homepage. A more compartmentalized display
would put all the essential elements in one space without the need to “scroll-down”. The use of an “image slider”
similar to the one in use could be made to rotate highlighted or “pinned” content. It is also worth mentioning that
when viewed on a smart-phone, the overall design responds well. The amount of scrolling, however is greatly
increased when the site is accessed by a mobile device.
The site, also uses the Joomla logo (A content management system) as a favicon* (*Mini-logo/icon beside the
website URL), which is irrelevant to the BCK brand. BCK should have its own favicon if not then an alternative is
to take the Joomla favicon down. A recommended replacement is the “wine splash” graphic from the logo.
The “Products” section would benefit from having photos added of the products, in order to provide a visual
reference to online prospects while they browse through the brands which are available. Categorizing the products
section into two groups for beer, and wine would also help to organize the selection for site visitors. This would
require additional content development and a mild restructuring of the site. The “beer making” and “winemaking”
sections would also benefit from the addition of visual content.
Internal:
The website has an average loading speed for digital devices, which is good. All pages seemed to be indexed, and
well organized.
Backlinks counter is low. (18%) indicating that there is room for improvement. This has a medium impact however
and is a bit hard to solve so finding a solution to this issue would benefit the client, in the long run. Backlinks are
links that point to your website from other websites. They are like letters of recommendation for your site. Since
this factor is crucial to SEO, you consult with your site administrator to develop a strategy to improve the quantity
and quality of backlinks.
Text to HTML ratio is low only a 7.6% result. This also has a minimal impact and is relatively easy to solve. This
page’s ratio of text to HTML code is below 15 percent, this means that the website will benefit from additional text
content. A ratio between 25 and 70 percent is ideal. When it goes beyond that, the page might run the risk of being
considered spam. As long as the content is relevant and gives essential information, it is a plus to have more of it.
The ongoing development of the blog will assist in improving this statistic.
In conclusion, the client’s website functions well and is visually appealing. Aside from a few content-oriented
tweaks and light cosmetic adjustments, it functions well and is an excellent platform for online communications.
Appendix 11. Online Analysis/Website Critique

xliv
Appendix 12. Creative Ads and Explorations
Scaled to fit:
60% from
Actual Size
Actual Size
Loyaty Card
Actual Size
Scaled to fit:
60% from
Actual Size

xlv
Appendix 13. Creative Ads - Facebook Ads and Google Pay Per Click

Integrated Marketing Communications Plan - Greg Award 2015

Integrated Marketing Communications Plan - Greg Award 2015

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