Team Envision Marketing St. Lawrence College 100 Portsmouth Avenue, Kingston ON K7L 5A6

Bayridge Cask and Keg

Integrated Marketing Communications Plan

Project presentation for the Integrated Marketing Communications Plan for Bayridge Cask and Keg.

about

www.bayridgecaskandkeg.com

www.facebook.com/bayridgecaskandkeg

@BayridgeCaskKeg

SWOT

Competitive Analysis

Target Audience

Demographics Psychographics Buying Behaviour

Communication Objectives

Objectives

Communication Sales Engagement

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

Objectives

Communication Sales Engagement

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)

Engagement

Objectives

Communication Sales Engagement

Increase online incentive/offer participation by 10% Attract 100 new Twitter Followers Generate 100 new Facebook Likes to the store’s page

Channel Coices

Media Mix Targeting Tier 1 25 – 35 year olds Tier 2 36 – 55+ year olds

Planning & Timeline

Creative Ads

Loyalty Card Welcome Back Coupon Half Off FlyerMail - Direct Marketing

Google Pay Per Click Facebook Ads YouTube - Video Material

Budget and ROI

Team Envision Marketing St. Lawrence College 100 Portsmouth Avenue, Kingston ON K7L 5A6

conclusion

QUESTIONS?

www.bayridgecaskandkeg.com

www.facebook.com/bayridgecaskandkeg

@BayridgeCaskKeg