urban connissiuers - wordpress.com connissiuers imc plan: mrk317-mu travis beitler, maggie chen ......

URBAN CONNISSIUERS

IMC PLAN: MRK317-MU

Travis Beitler, Maggie Chen Professor Kathryn Faubert

TRAVIS BEITLER, MAGGIE CHEN 1

URBAN CONNISSIUERS

Table of Contents Problem/Challenge Identification: ................................................................................................................ 3

Consumer Insight – What They Are Saying: .................................................................................................. 3

Competitive Analysis: .................................................................................................................................... 3

Target Market: .............................................................................................................................................. 4

Demographic ............................................................................................................................................. 4

Psychographics – “Experiencers” .............................................................................................................. 4

Communicators ..................................................................................................................................... 4

Networkers............................................................................................................................................ 4

Behaviour .................................................................................................................................................. 5

Geographic ................................................................................................................................................ 5

Toronto ................................................................................................................................................. 5

.................................................................................................................................................................. 5

Ottawa ...................................................................................................................................................... 5

Vancouver ................................................................................................................................................. 5

Marketing Communication Objectives: ........................................................................................................ 6

Marketing Communications Strategy: .......................................................................................................... 6

Digital Media: ............................................................................................................................................ 6

Print Advertising: ...................................................................................................................................... 7

Event Marketing: ........................................................................................................................................... 7

Direct Marketing: ...................................................................................................................................... 8

Sales Promotion: ..................................................................................................................................... 10

Out of Home Advertising: ....................................................................................................................... 10

Positioning Strategy Statement: ................................................................................................................. 10

Creative Plan: .............................................................................................................................................. 10

Creative Objectives: ................................................................................................................................ 10

Key Benefit Statement ................................................................................................................................ 11

Support Claims Statement .......................................................................................................................... 11

Creative Strategy ......................................................................................................................................... 11

Creative Execution (Framework) ................................................................................................................ 12

Tagline ......................................................................................................................................................... 12

Media Plan: ................................................................................................................................................. 12

Media Objectives .................................................................................................................................... 12


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Media Strategy ............................................................................................................................................ 13

Digital Media ........................................................................................................................................... 13

Print ......................................................................................................................................................... 13

Out-Of-Home Advertisement ................................................................................................................. 14

Sales Promotion ...................................................................................................................................... 14

Event Marketing ...................................................................................................................................... 14

Profile Matching ...................................................................................................................................... 14

Pulse ........................................................................................................................................................ 14

Media Execution ..................................................................................................................................... 14

Digital Media: .......................................................................................................................................... 14

Print Media: ............................................................................................................................................ 14

Event Marketing: ..................................................................................................................................... 15

Out-of-Home Advertisement: ................................................................................................................. 15

Sweepstakes: .......................................................................................................................................... 15

Direct Mail: .............................................................................................................................................. 15

Contingency ............................................................................................................................................ 16

Works Cited ................................................................................................................................................. 17

Appendix 1 ……………………………………………………………………………………………………………………………………………18


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Problem/Challenge Identification: GCI’s market has stalled, and they’re looking for new methods in order to grow in untapped markets.

Urban singles provides the unique opportunity for differentiation and ability to grow.

Consumer Insight – What They Are Saying: “I can’t seem to meet new people that I actually want to date. Even when I do, I hate sitting at

coffee shops or bars trying to make conversation. It’s so awkward! And if it doesn’t go well,

getting out quickly can be even more awkward.”

“There’s got to be a better way of meeting people – but $700 is a lot of dough.”

“I’ve been thinking about taking a course somewhere, but I’m not really sure what to take. I’d

like to be a better cook, but there are so many classes, how do I choose?”

“What would a gourmet cooking school know about helping people connect with one another?”

“I’m interested in trying out something new and cooking seems exciting. But I’m not sure if

cooking and dating work hand in hand.”

“I think cooking is wonderful, this would be a thrilling experience. I’m concerned if I’m going to

be spending too much time learning how to cook, or if a person I would like to strike up a

conversation with would be too focussed on cooking.”

“$700 should provide me with just more than a few cooking classes, wine, and discounts

towards cooking supplies. What about other promotions they could provide?”

“I wish there was a place that taught me how to create my favourite dishes that are offered at

high scale restaurants.”

“I’m interested in finding a fun and respectable place where I can learn and meet quality

connections.”

Competitive Analysis:

Cooking schools such a President’s Choice, Nella Cucina, and Dish Cooking Studio, provide high end

cooking classes. They focus on teaching culinary skills, techniques and different cuisines. These cooking

schools provide a fun and intimate place to learn about food and cooking with others. Similar to

Connoisseur, these cooking schools offer similar sized classes with master chefs.

Connoisseur is the premium based cooking service that provides our target market 27-35 with the

appeal of experimentation through sensual cooking, entertainment, gourmet food, wine, and the thrill

of connecting with identical individuals.


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Target Market:

Demographic Urban singles from massive urban centers: Toronto, Vancouver, and Ottawa. 53% of the population are

female, while 47% of the population within the downtown core is male. 60% of these individuals are

single and between the age of 25 to 37. 89% of these individuals within that range have collected post-

secondary education from Universities, with either Bachelors or Masters Degrees.

Psychographics – “Experiencers” Experiencers are young, ambitious, career focussed, and goal driven individuals. These upscale

individuals are highly energetic, who pride themselves on being professionally driven and are willing to

take big risks in their career. These individuals lack leisure time because they are career oriented; they

want to make sure that the activities they commit to in the little time they have for personal interests,

will be beneficial to them. They’re often charismatic and heavily influence people involved within their

lives. Social Media and a large following is highly valued by them.

These individuals are often “communicators” and “networkers” who display the qualities and

characteristics listed below.

Communicators

Enjoys talking and expressing oneself

Expresses his/herself through face to face, online, mobile and social networking sites

Tends to be a smartphone user and is connecting online from the mobile phone at home or at

work

Networkers

Feels the importance of establishing relationships

Busy lifestyle – from managing the home to career

Uses social networking to keep in touch with people

Very open to brands and looking for promotions


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Behaviour Often visionary, dreamers, and building new paths within their own lives. These individuals are

incredibly vocal on social media through: Blogs, Twitter, and Facebook. They’re inventive, live on the

edge, and are engaged in challenges which include: sports, outdoor recreation, and social activities.

They also tend to be impulsive buyers, frequently spending their money on high end fashion, and

entertainment which they consider to be “cool” (VALS).

Geographic

Toronto

Heavily populated urban centers where the majority of the single population lives and

commutes to.

These areas include the entertainment district, and financials district.

Heavy focus on the following Toronto Wards: Ward 32 – The Beaches, Ward 19 and 20 – Trinity

Spadina, Ward 30 – Toronto, Danforth, Ward 27 and 28 – Toronto – Center Rosedale. (City of

Toronto)

Ottawa Focus on heavily populated business streets which include Queen and Slater St.

Targeted buildings located within the financial district that holds the highest amount of traffic

for young singles in the area.

Vancouver Highly populated urban centers where singles live and commute through every day.

Emphasis to be given towards the financial district within Vancouver which includes the

buildings: Scotia Tower, HSBC Canada Building, Royal Center, and TD Tower


URBAN CONNISSIUERS

Marketing Communication Objectives: To communicate that the “Urban Connoisseurs” program is a unique urban experience that’s

deeper and more engaging than other cooking services.

To increase overall brand awareness of “Urban Connoisseurs” across all traditional and digital

platforms by 15% by December 2015.

To persuade urban singles that “Urban Connoisseurs” is the most sophisticated, engaging, and

thrilling experience, combining personal connections and sensual cooking.

To establish “Urban Connoisseurs” as the preferred cooking school by adventurous and thrill-

seeking urban singles by 15%.

Marketing Communications Strategy:

Digital Media:

Urban Connoisseurs, will hire “The Executionists” (a creative agency), to create an engaging layout for

our website that will specifically attract our target audience. This will include the creation of the online

Blog, Facebook, Pinterest, and Twitter, where we can communicate with our target audience in real-

time, creating interest, and brand awareness. The package also includes monthly maintenance by the

creative firm, which will provide necessary updates to our site, creating more engagement and

excitement for our target audience. The site will include photos showing our cooking classes and

participants in engaging and thrilling experiences. YouTube will provide regularly updated content that

will showcase our chef’s and participants in activity, cooking tips and videos by master chefs, allowing

our members to experience these events in real time. Our target audience can also become our Brand

Ambassadors when they connect and love the experience they went through. We can use their

testimonials on our Website/Facebook/Twitter/Blog.


URBAN CONNISSIUERS

Print Advertising:

Cover spreads created by advertising agencies will be placed in re: porter magazine, which will be

distributed to all passengers on Porter Airlines and in the waiting lounges at Billy Bishop Airport.

Full page spreads that will be placed in Food and Drink Magazine to attract and hook the target audience

who purchase wine and liquor at LCBO.

Event Marketing:

Have celebrity chefs present at 2015 Food and Wine Festival and Expo in Toronto and the 2015 Ottawa

Food and Wine Festival. Celebrity chefs will provide live demonstrations and incorporate volunteers to


URBAN CONNISSIUERS

help with the cooking process. They will also showcase what services Urban Connoisseur offers and give

festival/expo attendees a taste of the type of food they can expect from the cooking classes.

Monthly “Urban Sommelier” events will occur during the second week of every month for the entire

year. Local Sommeliers will be present at these monthly events which will be held at the Urban

Connoisseur at every city. This event will captivate our target audience, teaching them which sponsored

wines are perfect for paring with various gourmet food.

Direct Marketing:

Calendars will be delivered to our target audience, giving them a feel to what kind of events that will be

taking place throughout the year. Emphasis will be given to special events throughout the Calendar

year, creating interest and awareness for “Urban Connoisseurs”. Reminder first class direct mail will be

sent to our target audience within the first week of each month, encouraging them to take part in the

“Urban Sommelier” events. This will further increase interest and generate excitement and

participation throughout the year.

Invitation for a special event sponsored by Whole Foods, Pusateri’s, Jackson Triggs and Inniskillin will be

sent first class direct mail (specially decorated) to: advertising agencies, newspapers, digital blogs, wine

sommeliers, and food enthusiasts.


URBAN CONNISSIUERS

Advertising Agencies:

o TAXI, The Executionists, BBDO

Newspapers:

o Globe and Mail

Digital Blogs:

o blogTO

o DineTO

o Vancitybuzz

o OttawaStart

o Wine Sommeliers:

Peter Boyd – Saramouche (Toronto)

Jamie Drummond – Good Food Revolution (Toronto)

Mike Bernado – Vij’s Group (Vancouver – 2014 Sommelier of the Year)

Samantha Rahn – Araxi Restaurant (Vancouver – 2013 Sommelier of the Year)

Carol Anderson – GrapeScot (Ottawa)

Stephen Beckta – Play Food and Wine (Ottawa)

o Food Enthusiasts:

Inyourmouthtoronto.com – Toronto food blog

Tastingtoronto.ca – Toronto food blog

Foodieprint.com – Ottawa food blog

Foodology.ca – Vancouver food blog

This will generate conversation for our brand and create support from the various agencies,

newspapers, blogs, sommeliers, and enthusiasts.


URBAN CONNISSIUERS

Sales Promotion:

By purchasing our package, our consumers will automatically be entered within the sweepstakes “Chef’s

Night Out” where they can select one other random person they enjoyed a night out with and enjoy a

celebrity chef spend a night with them. This will be done across all 3 major cities and include “Top Chef”

Canada participants, Trista Sheen (Toronto), Rene Rodriguez (Ottawa), and David Hawksworth

(Vancouver), at their respective restaurants. This will engage current customers and increase overall

brand awareness across all 3 cities. This exciting event will create interest and conversation with our

target audience throughout the entire year. For the finale, a special filming event will take place,

uploaded to the website, and allow our target audience to engage and participate with the event and

give them the feeling as “if they were already there.”

Out of Home Advertising: Selected buildings through key markets that include: Toronto, Ottawa, and Vancouver, will facilitate

unique elevator designs that appeal to our target market. These elevators will be located in the

business and financial districts, which our target market frequently works within. Elevator advertising

will help create brand awareness within our target audience. This in turn will lead to more appeal for

our brand as our target audience will be informed about what “Urban Connoisseurs” has to offer.

Elevator advertising will run through the months of: January, February, June, July, August, November,

and December.

Positioning Strategy Statement: For the young adventurous urban single seeking the thrill of experimenting and creating a variety of

gourmet cuisine. “Urban Connoisseurs” is about providing a sensual cooking experience and connecting

with sophisticated personalities.

Creative Plan:

Creative Objectives: Establish Urban Connoisseurs as an exciting, sophisticated, and engaging brand

Prestigious

Competent


URBAN CONNISSIUERS

Adventurous

Urban Connoisseurs creative is all about establishing a brand personality that’s prestigious, competent,

and adventurous.

Key Benefit Statement “Learn to cook sensual meals, become engaged in an adventurous environment, and connect

with warm and exciting people”

Support Claims Statement Gourmet Culinary Institute (GCI) is one of Canada’s best-known cooking schools with locations in

Toronto, Vancouver, and Ottawa. The Institute is well established and have led Canadians into

reconnecting with the pleasure of cooking. Success has been seen within the community with features

in food magazines, appearances at gourmet events and even sponsorships on The Food Network. GCI

has established a reputation for providing fun, hands-on experiences with great chefs.

CGI will also partner with well-known Canadian wineries and will showcase a selection of their wines.

Urban Connoisseurs events will also be sponsored by LCBO and wineries (Jackson-Triggs, Cave Spring

Cellar and Inniskillin.) Additionally, CGI will be showcased in recognized Food and Wine Magazine.

Creative Strategy All promotional activities will be created to generate attention towards the service Urban Connoisseurs

provides. The digital and social media platforms, expos and festivals, elevator advertisements and

magazine advertisements, will raise awareness towards the service. Urban Connoisseurs will make an

impactful impression to potential consumers through these platforms, in turn creating interest and

desire to try the service. The sweepstakes will generate action from the consumer to not only try the

service but also continuously use it.


URBAN CONNISSIUERS

Creative Execution (Framework) Urban Connoisseurs will communicate the campaign message through a Lifestyle executional

framework. By using this style of execution, Urban Connoisseurs will show the target audience how our

service fits their lifestyle. Since the target market consists of both urban males and females from the

ages of 25-37, looking to meet and interact with new people, the lifestyle executional framework will

allow our target market see that our program will provide a unique blended experience of food,

ultimately fitting into their current lifestyle. This framework will also showcase how much fun

individuals will have by using the Urban Connoisseurs services.

Tagline “Urban Connoisseurs” – Sensual cooking, guaranteed adventure.

Media Plan:

Media Objectives Who – As outlined in the target profile, Urban Connoisseurs would be targeting high profile urban males

and females from the ages of 25-37 with post-secondary education. These individuals will be

charismatic professionals, making a relatively high income and seeking the opportunity to learn in a fun

and respectable environment that will benefit them and match their lifestyle.

What – Urban Connoisseurs will be utilizing many different platforms to generate interest and desire for

their services. Urban Connoisseurs will be heavily focusing on traditional and non-traditional platforms.

There will be a heavy focus on digital media, which will be used to generate awareness for the company.

Specific digital platforms used will include: YouTube, Facebook, Twitter, the Urban Connoisseurs

website, blog, Pinterest, and mobile application.

Additionally, Urban Connoisseurs will set up as vendors at multiple high end Food and Wine

expos/festivals in Ottawa and Toronto. Our target audience will be informed that Urban Connoisseurs

will be participating in the “Toronto Food and Wine Expo 2015” event through key placed inserts within,

The Globe and Mail, and magazine inserts within VINES. At these events, Urban Connoisseurs will invite

celebrity chefs to demonstrate, engage and interact with the audience.

Out-of-home advertisements will also be conducted, incorporating print advertisements on the inside

and outside of elevators in professional office buildings in all three cities. Print advertisements will also

be placed in re: porter magazine on all Porter Airlines and in Food and Drink Magazine by LCBO.

Direct mail pieces will be mailed out in the form of invitations to significant and influential individuals

(newspapers, blogs, advertising agencies, wine sommeliers, etc.), who will attend the event Urban

Connoisseur will be hosting in all three cities. Calendars and direct mail pieces will also be sent out to

consumers indicating the upcoming special events.

A yearlong sweepstakes/contest that will take place in all three cities will occur and individuals who

purchase our program will be automatically entered to win a “Chef’s Night Out” package. Two

individuals will have the opportunity to dine at a restaurant of a celebrity chef and have that chef cook

for them.


URBAN CONNISSIUERS

Where – The marketing initiatives will be heavily focused on three major cities: Toronto, Vancouver, and

Ottawa. These key markets were selected because of the shared similarities the target audiences have.

In each city, the cuisine will match the popular choices in each region in order to cater to the taste

palette of the targeted audience. Partnerships with different wineries will also be made so that each

region will highlight local wineries with their food.

With the target audience in Vancouver, there will be an emphasis on incorporating seafood into the

cuisine. Since the city is close to the shorelines and have access to fresh seafood, Urban Connoisseurs

will highlight this quality and incorporate it into the cuisine, while matching it to Iniskillin wines.

In Toronto, Urban Connoisseurs will highlight multicultural food options on the menu to celebrate the

different cultures that Toronto cherishes. The multicultural menu will be paired with Cave Spring Cellar

Wines, a winery that is situated in Ontario.

The target market in Ottawa will experience “degustation” menus that will consist of seven different

types of dishes made from locally grown ingredients. This menu will allow individuals to taste sensual

food while being able to enjoy the company of others. The wine pairing at the Ottawa locations will

consist of wine from Jackson-Triggs.

When – Urban Connoisseur will be continuously advertising all year long through their website and

Social Media platforms to generate brand awareness. Additionally, the company will conduct out-of-

home elevator advertisements for the months of January, February, June, July, August, November and

December. Specific print media advertisements will be placed in Food and Wine Magazine in January,

June, November, and in re: porter Magazine in January, February, November and December. Direct mail

pieces which include event invitation to food critics, agencies, and other guests, will be sent out in June;

calendar and event notifications will be sent out at the beginning of every month for the duration of the

year. Urban Connoisseur will also showcase the brand at various wine and food expos/festivals that

take place in the months of September and November. Every second week of the month for the

duration of the entire year, “Urban Sommelier” cocktail events will also take place at Urban Connoisseur

locations across all three cities. Finally, the “Chef’s Night Out” sweepstakes event lasting all year, will

announce a winner for each city at the beginning of December, marking an end to the contest.

How – As referred to in the Marketing Communications Strategy, Urban Connoisseurs will be using a mix

of both traditional and non-traditional platforms.

Media Strategy

Digital Media Digital media will consist of the Urban Connoisseurs Company website, and Social Media platforms

including the company blog, Twitter, YouTube and Facebook.

Print Print media will consist of print advertisements placed in “re: porter” and “Food and Drink” magazine.

Urban Connoisseurs will purchase cover page spreads for the re: porter magazine that is distributed on

all flights and in Porter Airline lounge areas.


URBAN CONNISSIUERS

Out-Of-Home Advertisement Out-of-home advertisement, will consist of advertisements placed inside and outside elevators in major

financial offices and corporations.

Sales Promotion Sweepstakes will also be held where an individual in each city will have the chance to win a night out for

two where a celebrity chef in their city cooks for them.

Event Marketing Urban Connoisseurs will purchase vendor space at Food and Wine Expos/Festivals in Toronto and

Ottawa, to showcase their services through celebrity chefs.

Profile Matching Urban Connoisseurs will be using profile matching when advertising to the target market. Since the

target market for the program is characterized by specific psychographic, demographic, and geographic

factors, profile matching will allow the company to pinpoint the target audience. All the promotional

programs are created and launched in locations that will target the niche market in Toronto, Vancouver

and Ottawa.

Pulse Urban Connoisseurs will use a pulsing method when implementing the promotional campaign. The

pulsing method will allow Urban Connoisseurs to advertise throughout the course of the year, while

showing emphasis on specific months. There will be a focus in advertising in January and February for

the first period, followed by June, July, and August for the second period, and November and December

for the last period. This allows the company to take breaks and specifically advertise in months that will

result in a higher success rate of audience engagement.

Media Execution

Digital Media: Urban Connoisseur’s company website and blog, mobile application, Twitter, YouTube and Facebook will

be active all year long (January through December) with media rich content on the website. The

company website will have information on services provided, master chef roster, partners and more.

Updates will be made monthly on website and mobile application to update viewers of the most current

events. Daily updates will be made to the company Blog, Twitter, YouTube, Pinterest, and Facebook,

which allow the company to provide real time feedback to consumers. These platforms will provide

consistent content and simultaneously reach the target markets in all three cities.

Print Media: Print advertisements will be featured on cover spreads of re: porter magazine for the months of January,

February, November, and December. Advertising in this magazine, will hit our young professional career

driven target market. The magazine will be distributed to all passengers on the planes, and will be

placed in waiting lounges at Billy Bishop Airport. Additionally, a full-page spread advertisement will be

inserted into Food and Drink magazine by LCBO for the months of January, June, and November.


URBAN CONNISSIUERS

Event Marketing: Urban Connoisseur will be present at multiple Food and Wine Expos/Festivals in both Toronto and

Ottawa. These expos/festivals include the 2015 Food and Wine Festival in Toronto that occurs in

September, and the 2015 Food and Wine Expo that occurs from November 20th to 23rd. In 2015, the

Ottawa Food and Wine Festival will take place from November 1st to 3rd. This event will engage our

young target market to participate with highlighted celebrity chefs in cooking various gourmet dishes.

These festivals cater specifically to charismatic, influential, and upscale individuals who fit within the

target market profile.

Seasonal “Urban Sommelier” events will be held at the Urban Connoisseur locations across all three

cities. The sommeliers will advise consumers of wine parings for the food offered at the event.

Pusateri’s, Whole Foods, Jackson Triggs, Cave Spring Cellar Wines and Inniskillin will sponsor the food

and wine provided at the event. These special events will occur in the second week of every month.

Out-of-Home Advertisement: Advertisements will be placed inside elevators and on the inner and outer doors. The elevators of major

corporations and professional offices in Toronto (First Canadian Place, Scotia Plaza, Toronto Dominion

Centre, Royal Bank Plaza, KPMG, Deloitte, P&G), Ottawa (CIBC, TD, RBC, CBC Headquarters and other

professional office buildings near Queen St. and Slater St.) and lastly Vancouver (HSBC Canada Building,

Scotia Tower and TD Tower) will be prime locations for the placement of the advertisements. These

elevator advertisements will be placed during the months of January, February, June, July, August,

November, and December.

Sweepstakes: Consumers who join the service, will automatically be entered into the sweepstakes “Chef’s Night Out”

where they can win a chance to dine at the restaurant of the “Top Chef” Canada participants, Trista

Sheen (Toronto), Rene Rodriguez (Ottawa), and David Hawksworth (Vancouver), at their respective

restaurants. These chefs will cook for the winners providing a night of entertainment and conversation.

The contest starts at the beginning of the year (January) and a winner is drawn at the end of the year on

December 1st. The winners will enjoy the “Chef’s Night Out” on December 15th in all three cities.

Direct Mail: Invitations will be sent out in June to food critics, food enthusiasts/blogs, newspapers, advertising

agencies, and Wine Sommeliers to attend special events held in all three cities. These events will be

held at the Urban Connoisseur locations with cuisine crafted by the master chefs, who will showcase

their work and the services offered by the company. Pusateri’s and Whole Foods will provide

ingredients for the food and Jackson Triggs, Cave Spring Cellar Wines and Inniskillin, will provide the

wine for all the events. With these events, Urban Connoisseur should expect media exposure and

written articles in newspapers and online blogs, which will generate brand awareness.

Every month for the duration of the year, Urban Connoisseur will send out calendars and direct mail

pieces to consumers indicating upcoming events for the month. These calendars will be sent out at the

beginning of every month.


URBAN CONNISSIUERS

Contingency At the six-month mark of the campaign (June), the company will evaluate the success of all the

promotional activities that have been implemented. Urban Connoisseur will put aside a contingency

fund of $41,387, which will go towards further funding and development of the highly successful

promotional activities.


URBAN CONNISSIUERS

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