Communication PlanApril 19th 2016

Team Member Profile 3Executive Summary 4Market Analysis 5-10Target Market Analysis 11-12PESTLE Analysis 13-14Competitive Analysis 15Brand Analysis 16S.W.O.T Analysis 17Marketing Communication Objectives 18-22Creative Plan 23Media Plan 24I.M.C. Elements 25Calendar of Events 26Budget Summary 27Creative Samples 28-34Appendix 35-37

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ACDC//Creative is a full service creative agency established in the heart of Toronto. At ACDC, we’re all about creative new experiences and moments for our

clients, and taking their brands to the next level. Meet our team below:

Anthony Pazzano Chantel Marinho

Dakarai TurnerCorrey Nuttall

An enthusiastic and determined Planner and Strategist who is best known for his terrific organization, communication, and mathematical skills. Growing up, He has gained extensive experience communicating and managing his clients, and can also take a consultative approach to finding the best strategic solutions for each of his client’s needs and demands.

A young, enthusiastic individual who possesses an outgoing personality. Chantel has strong communication skills, fresh innovative ideas, great leadership skills, and is technologically savvy. This is what qualifies her to be a Social Media Coordinator. Whether it’s the latest trends, politics, viral videos and fashion, she’s on it.

A confident, well organized, and structured individual, which makes him a perfect fit for the role of project co-ordinator. Whether it is managing the components of his personal life, or all the small and major components of a project, he pays attention to every detail. His name is Dakarai, but you can call him Dak.

With a strong passion for advertising, learning and creativity - a “passionista” who was born with a creative and open-minded outlook on life. This is what qualifies Correy to be a Creative/ Copywriter, she is usually making endless lists while blogging or messing around on InDesign and Photoshop, and yes she’s a girl.

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Executive Summary

HERO Certified Burgers has established itself in the GTA as a premium burger QSR that is committed to quality ingredients and food. Being the first in the category for the GTA, HERO Certified Burgers has helped define what a “premium burger QSR” is, and they continue to do so to this date. Fast-forward 13 years and the market is more competitive than ever, which makes it hard to stand out against other established and up-and-coming QSR’s in the GTA.

HERO Certified Burgers has the opportunity to reach a more defined and younger audience, while still appealing to the audience they currently target, through the use of a focused campaign that uses online and experiential elements. The campaign will position HERO Certified Burgers in the minds of GTA millenials, giving them a reason to visit their nearest location.

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Market Analysis

Based on the chart above, the total target market population/size for HERO Certified Burgers across the Greater Toronto Area (GTA) is 959,630. Therefore, depending on the success of future HERO Certified Burgers campaigns, the brand can reach over 950,000 young GTA consumers between the ages of 20 and 34 – which falls under the age group of HERO Certified Burgers’ primary target market (A18-24) and secondary target market (A25-34).

Chart: Total GTA Population by Age Group (A20-44)

*Greater Toronto Marketing Alliance. (2016). “Population Forecast and Growth Rate.” Online Chart. Retrieved on March 27, 2016 from <http://www.greatertoronto.org/why-great-er-toronto/economic-overview/population>.

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Based on the PMB research data for both Medium-Heavy Internet users and Medi-um-Heavy Burger consumers in Ontario, the following demographicfindings can be used to define HERO Certified Burgers’ target market:- Gender: Primarily males (but females will be targeted as well)- Age: 18-34 (will most likely be divided by ‘primary’ and ‘secondary’ target)- Personal Income: Under $25,000- Education: High School and/or a University Certificate- Occupation: Other Workers and Other Managers

PMB DEMOGRAPHICS: Medium-Heavy Internet Users in OntarioMedium-Heavy Internet Demographics - Gender: Ontario

Analysis: There is an even split between males (48.1%) and females (51.9%) in the total Ontario population. Both gender demographics are also well-developed markets for Medium-Heavy Internet Usage, as they have indices of 99 for Males and 101 for Females.

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Medium-Heavy Internet Demographics: Age – Ontario

Analysis: Consumers in Ontario A18-24 and A25-34 combine to represent 33.7% of the total Ontario population who are Medium-Heavy Internet users. The three age demographics are also well-developed markets for Medium-Heavy Internet Users, as they have indices of 117 and 127.

Medium-Heavy Internet Demographics - Personal Income: Ontario

Analysis: Ontario consumers who make a personal income under $25,000 represent 39.2% of the total Ontario population, and have an index of 95 – which represents a well-developed group for Medium-Heavy Internet users.

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Medium-Heavy Internet Demographics – Education: Ontario

Analysis: Ontario consumers that are High School Graduates and/or have a University Certificate combine to represent 47.3% of the total Ontario population who are Medium-Heavy Internet users. Also, Ontario consumers that are High School Graduates and have University certificates have indices of 99 and 108 – both groups representing well-developed markets for Medium-Heavy Internet usage.

Medium-Heavy Internet Demographics – Occupation: Ontario

Analysis: Ontario consumers that are Other Workers and Other Managers combine to represent 52.2% of the total Ontario population for Medium-Heavy Internet Users. Also, Ontario consumers that are Other Workers and Other Managers have indices of 89 and 110 – both groups representing well-developed markets for Medium-Heavy Internet usage.

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PMB DEMOGRAPHICS: Medium-Heavy Burger Consumers in Ontario

Medium-Heavy Burger Consumers - Gender and Age: Ontario

Analysis: Ontario consumers between the ages of 18-34 represent approximately (43.1%) of the total Ontario population. The A18-24 and A25-34 groups have indices of 190 and 141; both representing well-over developed market for Restaurant Burgers 5 Times Past 30 Days usage. Also, there is a very big difference between Male (72.5%) and Females (27.5%) who consume burgers in Ontario, so the primary Gender to target would be Males as they have a higher index representing 149, while females have an index of 54.

Medium-Heavy Burger Consumers - Personal Income: Ontario

Analysis: Ontario consumers that have a personal income of under $25,000 solely represent 41.5% of the Ontario population who consumer Burgers 5+ in the past 30 days. The group also has an index of 101, which indicates that the group is a well-developed market for Medium-Heavy Burger Consumers.

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Medium-Heavy Burger Consumers - Education: Ontario

Analysis: Ontario consumers that have an education of Secondary / High School or University/ Non- University Cert as they represent approximately (56%) of the Ontario Population who consumer Burgers 5+ in the past 30 days. Also, both groups have indices of 129 and 113; both representing well over developed market for Restaurant Burgers.

Medium-Heavy Burger Consumers - Occupation: Ontario

Analysis: Ontario consumers are Other Workers and Other Managers combine to represent 51.7% of the Ontario population who consume Burgers 5+ in the past 30 days. Also all groups have indices that are well over developed in the market for Restaurant Burgers.

Based on the research data collected and analyzed by PMB, the recommended target market for HERO Certified Burgers should be young males and females living in the GTA between the ages of 18 and 34. They have a High School and/or University education, they work entry-level jobs, and make a personal income of under $25,000.

Recommendation:

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TargetThrough the use of the PMB data above, there are conclusions that can be drawn regarding the ideal target audience for the new HERO Certified Burgers campaign. Below the target market has been broken down into two separate profiles: The Exuberant and The Aurarist.

Primary Market: The ExuberantInsatiable need to maintain a public image, socially competitive, and driven to try new things by the fear of missing out (FOMO).

Demographics•Males (Primary) and Females aged 18-25.•$15k-30k annually.•Live with parents, roommates, or in small apartment alone.•Speaks English (Primary) and French.•Currently pursuing postgraduate studies/recent graduates.

Geographics•Lives in the GTA.•Live in Urban areas (city, university/college campuses, suburban homes)•They enjoy being out of the house and exploring the city/going to events.

Psychographics•They are the social butterflies that are usually the life of the party. •Value time spent with friends: going out to eat, going to concerts, etc.•Technologically savvy.•They are knowledgeable about the things they consume.•Present on social networks to spread word and share articles about causes they care about.

Behavioural•Make purchases based on referrals from friends, loved ones, and online networks.•Trust word of mouth over messages from brands themselves.•Loyal to a brand when they have had positive experiences, and they are the most likely to become brand ambassadors.•Document their days on social media.•Will spend more for healthier options.

Mar

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Analysis

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Secondary Market: The Aurarist

The Aurarist knows what they want in life and what to do in order to get it. They have a certain “Aura” about them. They are currently going through a lifestyle change, in which they are moving out of apartments and into homes, and buying a car in place of public transit. Although this change is happening, and they are getting older, they would like to remain feeling young and up-to-date with the latest trends

Demographics•Males (primarily) and females aged 25-34.•$35k+ annually.•Speaks English (primarily) and French

Geographics•Lives in the GTA.•Urban areas (city, suburban homes)•Enjoy being out of the house and exploring the city with friends and families.

Psychographics•Technologically savvy individuals.•Knowledgeable about the items they consume and will spend extra money for healthier options.•Present on social networks to spread word and share articles about causes they care about.•Value community involvement.

Behavioural•Make purchases based on referrals from friends, loved ones, and online networks•Trust word of mouth over messages from brands themselves.•Loyal to a brand when they have had positive experiences, and they are the most likely to become brand ambassadors.•Document their days on social media•Will spend more for healthier options

*Sources for the target market segmentation have been developed from PMB data referenced above, as well as sources found in the Appendix section.

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PESTLEPolitical:There are no political factors that are currently affecting the business performance of HERO Certified Burgers.

Economical: Due to the five-year recovery from the major global recession back in 2008, there is an inflation rate on almost every consumer item bought nationwide. A data report from CBC News indicates “Canada’s inflation rate is now at its highest level since October 2014. In December 2015, the Consumer Price Index was 1.6 per cent” (CBC News). More specifically to the gourmet-QSR market, there has been an inflation on overall costs for inventory – primarily meats and condiments - as the “weaker Canadian dollar has contributed to higher costs for imported goods, mainly meats and vegetables” (Blatchford). As so, inflation has to be placed on HERO Certified Burgers products to keep up with the competitive economic environment.

Social:“The fast-casual segment is really starting to get some traction in the Canadian market,” (Sturgeon) as Canadian consumers deal with hectic, fast-paced work days in which they need to quickly pick up nutritious food to maintain their personal health and well-being. HERO Certified Burgers (along with their gourmet-QSR competitors) fall under this rapidly growing fast-casual segment, as the demand for QSR’s that serve more substantial and nutritious food than traditional fast food joints (e.g. burger joints) continues to increase.

The growing popularity of vegetarianism amongst Canadian consumers will continue to have a grow-ing effect on the menu options offered by gourmet QSR’s such as HERO Certified Burgers. In June 2015, a survey was conducted by the Vancouver Humane Society stating that “33 percent of Canadians, or almost 12 million, are either already vegetarian or are eating less meat” (Pippus). Due to this popular social trend, it is crucial for gourmet QSR’s such as HERO Certified Burgers to offer more vegetarian food options to their target consumers, as more and more Canadian consumers in general are becoming vegetarians and refusing to consume meat products – e.g. beef, turkey, chicken as the main types of meat offered at HERO Certified Burgers.

Technological:More technology continues to develop and change the food and restaurant industry in North America, as a whole. Business columnist Michael Vardy observes these technological changes: “Between the arrival of mobile devices on the table, online reservations, social media, and new payment methods, technology has infiltrated the food and restaurant industry like never before. According to a recent article in the USA Today, restaurants in San Francisco, Atlanta, Boston, Chicago, and in other parts of the United States are starting to allow patrons to use iPads to place their orders” (Vardy). This provides an opportunity for HERO Certified Burgers to consider adapting this technology in the future. For the more profitable, international chain restaurants, and these hefty expenditures for constant technological upgrades in business operations – such as using iPads and other touch-screen devices to place orders - will be affordable through strategic spending.

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Legal:In the last couple years, the Canadian government has implemented “laws that require specific restaurants to publish nutritional information concerning their menus are rooted in two main policy objectives: To reduce childhood obesity and cut healthcare costs. In Ontario, this all started back in late 2013 when a bill introduced by the NDP proposed requiring all operators of a ‘food service premise’ that was part of a chain of five or more locations in the province and gross annual revenue of more than $5-million to post the caloric and sodium content of all its food and drink items” (Finkelstein). If this bill is passed on to the HERO Certified Burgers brand, then the company is in serious danger of losing its brand reputation as a ‘nutritious fast food option.’ If you look at HERO Certified Burgers’ most popular menu item, the 6 oz. Signature Burger, it is “very hefty, calorie-wise. This particular burger has 810 calories, as well as 56.5 grams of fat and 1,188 milligrams of sodium - about 300 milligrams shy of the amount our bodies need in a day” (Ogilvie). If the company is forced by the provincial or federal government to label and expose the excessive amounts of calories, sodium, and fat in their most ‘signature’ products, then HERO Certified Burgers will most likely suffer significant losses in overall revenue – as result of their tarnished brand reputation.

Environmental:The major decline in the global honeybee population over the past decade has led to a significant de-crease in overall global crop production. In relation to the gourmet-QSR market (and HERO Certified Burgers), these honeybees are the world’s leading pollinators and “they are responsible for $30 billion a year in crops, and we depend on them and other pollinators for one-third of our food supply. Without bees, our produce sections in supermarkets would look bare - with up to 50% less fruit and vegetables - and our favourite foods, such as apples, carrots, lemons, onions, and broccoli” (Jakuboski). The fewer honeybees there are in the world, the more difficult it will be for gourmet fast-food joints such as HERO Certified Burgers to maintain their fresh inventory of vegetables – especially onions, as it is generally a very popular burger condiment – in the future.

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Competitor AnalysisPr

ofile

Soci

al M

edia

Targ

et M

arke

t

Big Smoke Burger South St. Burger Five Guys Burgers and Fries

Big Smoke Burger brands itself as a fresh, and authentic QSR that consumers can trust. With fries cut fresh daily and meat delivered fresh every single day, Big Smoke is clear in letting consumers know that the food is never frozen.

South St. Burger is branded as being a real and authentic burger option in the sea of competitors. Their beef is raised without the use of antibiotics and hormones, and do not contain additives or preservatives.

Five Guys has stuck to its classic retro diner décor with red and white-checkered wall decorations and standard wooden chairs and tables.

Instagram: 1,917 FollowersFacebook: 2,201 LikesTwitter: 2,065 Followers

Instagram: 1,901 FollowersFacebook: 6,771 LikesTwitter: 1,542 Followers

Instagram: 35.8k FollowersFacebook: 991,332 LikesTwitter: 62k Followers

25-49, both male (primary) and female. More mature than its competitors, not only in physical age, but buying behaviour.

They do not mind paying a little extra for the added quality.

They are not “health nuts” in the sense that they count every last calorie. However, they are committed to burger excellence and want a meal that looks great, tastes phenomenal, and is made fresh.

25-34, mature adult, both male (primary) and female

Enjoys going out andhaving a substantial meal.

Knowledgeable about the food they consume, and do their research ahead of time to ensure that the places they visit are using real and authentic ingredients for each product on the menu.Active on social media and is constantly in the need to know what is happening.

18-40, both male (primary) and females that value simplicity. They don’t need fancy burgers with excessive ingredients, and they would rather just have an exceptional burger and fries combo.

The typical income would be $30k-60k annually.

Prod

uct

14 Burgers, 5 Sides 8 Burgers, 2 Hotdogs, 3 Sides

8 Burgers. 4 Sandwiches, 4 Hotdogs, 2 Sides

Pric

e $5.29-$9.14 (Burger Costs) $5.25-$9.95 (Burger Costs) $5.89-$9.69 (Burger Costs)

Plac

e 14 locations spread across Canada, the U.S, and the Middle East.

30 locations across 3 different provinces, and another 2 locations internationally in Dubai.

Five Guys has over 1,000 locations spread across Canada and the U.S.

Prom

otio

n

In-store promotions and contests

In-store promotions In-store promotions and advertisements

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Brand AnalysisHERO Certified Burgers consumers are primarily 24-44 year old male and females (primarily male) who live an active lifestyle, and are educated with an above average income ($70K+). These consumers enjoy the brand, but don’t feel a strong connection to the brand. They know that HERO Certified Burgers has made a strong presence in the GTA and serves great quality items, but they don’t turn to them on a regular basis as their first option for a QSR. In order for the HERO Certified Burgers brand to establish itself as a leader in the QSR premium burger market, they need to use a multitude of marketing efforts. It is critical for the brand to not only engage with the target consumers, but in a way that differentiate HERO Certified Burgers from its key competitors.

HERO Certified Burgers performance has made them one of the top premium-burger QSR restaurants in the GTA with 55+ locations, compared to some of their competitors with fewer locations and minimal brand awareness tactics. This offers HERO Certified Burgers an edge over their competitors based on their performance tactics. HERO Certified Burgers has an opportunity to stand out/grow beyond their competitors while growing on a more diverse level with locations scattered around the GTA, while their competitors mainly focus on core locations such as Downtown Toronto. This can provide a huge advantage for HERO Certified Burgers creating loyalty/brand awareness in the minds of their preferred target audience.

Not only is HERO Certified Burgers easily accessible around the GTA, but they’re also easily accessible through online platforms. This provides another opportunity for the brand to grow in the market place, due to the current shift from Print Media to Online Media. It shows that HERO Certified Burgers is keeping up with the local and national trends, following what their consumers enjoy doing the most.

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S.W.O.T Analysis

Strengths• Recognizable brand image• High market penetration• A large amount of differentiation between products• 100% pure Canadian beef• Great location choice• Strong social media presence

Weaknesses• Weak social media engagement• Brand doesn’t speak well to target (e.g. brand messaging)• No stand out factor• Burgers are frozen while competition is fresh• Less than favourable reviews online

Opprotunities • Location expansions: Other provinces/outside of Canada• Target market development• Expand vegetarian and organic product selection• Use of new technologies in industry

Threats• Aggressive competition• Imitation (e.g. other QSR’s claiming they also use 100% pure Canadian beef• Strong brand loyalty of competitions customers• Potential rise in food prices

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Marketing Communications Plan

Goal: To convince GTA Millennials that HERO Certified Burgers makes the finest gourmet burgers (made with the freshest ingredients) in the GTA QSR market by building greater brand awareness, identity, and loyalty to differentiate HERO Certified Burgers from their top competitors - leading to a 30% increase in overall sales by December 31st, 2016.

Objectives: 1.Creating a campaign utilizing both online and experiential components that will increase brand awareness with a 30% increase in overall sales of all GTA locations by December 31st, 2016.

2.Using social media platforms to post buzz-worthy material that will engage the target consumers and generate likes, comments, and shares. Ultimately leading to an increase of 1000 followers/likes cumulatively across all platforms by December 31st, 2016.

3.Redesigning the HERO Certified Burgers website as an interactive tool and extension for the overall campaign. This will be launched within the months of June and July 2016.

4.Promoting HERO Certified Burgers to the target market as a healthier burger option, by communicating the brand values and all-natural 100% Canadian Angus beef raised range-fed without hormones or antibiotics. Expected June to September 2016.

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Objective 1: Creating a campaign utilizing both online and experiential components that will increase brand awareness with a 30% increase in overall sales of all GTA locations by December 31st, 2016.

Strategy: It is recommended that HERO Certified Burgers create an experiential marketing event hosted in central/populated areas across the GTA, as well as using an online component.

Rationale: An experiential marketing event will be used as a primary media vehicle that will not only engage HERO’s target consumers, but also make those consumers feel more connected with the brand. Through the use of an online component it will provide an interactive element to pair with the experiential. The ultimate outcome of using these strategies is building brand recognition, consumer loyalty and preference to the HERO Certified Burgers brand.

Tactic(s): • The HERO #GETCERTIFIED Food Truck Challenge – challenging consumers into creating their own “certified” burger.• The HERO #GETCERTIFIED social media hashtag – Promoting the experiential marketing event through the social media platforms. • The HERO #GETCERTIFIED voting system - Using social media to provide another voting tool for campaign (Ex. Twitter polls, Facebook polls, Instagram carousels) • The HERO #GETCERTIFIED sitelet - Redesigning the webpage as an interactive voting tool for the experiential event.

Rationale: HERO Certified Burgers has a large following on social media, which opens an opportunity to reach a large audience. The key is to encode the message the right way, throughout their three main platforms that the target audience resonates with: Facebook, Twitter, and Instagram. Building a strong social media campaign that connects with the main event (experiential marketing), and is able to engage and build consumer traffic will result in an increase in brand awareness.

Promotional Tools: Social media advertising, and experiential marketing.

Evaluation: This would be evaluated by an increase in the number of likes, followers, and engagements on Facebook, Twitter, and Instagram – eventually leading to consumer traffic for the experiential marketing event, which will be monitored similarly through social media impressions, as well as sitelet clicks and engagement.

Budget: Experiential Spending, Sitelet Spending, and Social Media Spending

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Objective 2: Using social media platforms to post buzz-worthy material that will engage the target consumers and generate likes, comments, and shares. Ultimately leading to an increase of 1000 followers/likes cumulatively across all platforms by December 31st, 2016.

Strategy: It is recommended for the brand to establish a strong brand image by increasing theirsocial media presence.

Rationale: By increasing the social media presence for HERO Certified Burgers, it will ultimately increase brand awareness amongst a younger audience. Social Media can provide details not only for the campaign, but for the other initiatives that HERO Certified Burgers is involved with, such as: HEROES in Black, MLSE, Toronto Raptors, Toronto Maple Leafs and Toronto Marlies. This shows that the brand is active around the GTA and always creating buzz-worthy content to talk about/ share.

Tactic(s): • Including prizes, competitions, and other exclusive incentives in #GETCERTIFIED social media posts• Engaging with consumers and providing them with fun customizable #GETCERTIFIED content that they can share. Ex. Fun graphic generated with the consumers name attached.• Increasing the frequency of posts.

Rationale: By using tactics such as prizes and competitions, it will be a great way to get the new target more involved with the HERO Certified Burgers brand. It will give them a reason (incentive) to be in contact with the brand, and if satisfied, give them a reason to evolve into a customer. By providing fun customizable content brings the opportunity for consumers to share. The primary target market enjoys sharing aspects of their life on social media, and something like this will resonate with them

Promotional Tools: Social Media advertisements, experiential marketing,

Evaluation: Social media will be evaluated by monitoring the increase in the follower count, and con-sumer engagement.

Budget: Social Media spending

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Objective 3: Redesigning the HERO Certified Burgers website as an interactive tool and extension for the overall campaign. This will be launched within the months of June and July 2016.

Strategy: It is recommended that HERO Certified Burgers redesign their current webpage, to use it as an interactive tool and overall extension of the campaign.

Rationale: Through redesigning the webpage, it will help tie in the details of the campaign and provide consumers with a better understanding and a higher engagement with the brand. By creating and redesigning the HERO Certified Burgers website, it will be more aligned to the new campaign and overall goal.

Tactic(s): • Provide details on the website, and location based voting for the #GETCERTIFIED campaign idea.• Provide an opportunity for consumers to share the burgers across all social media platforms using the #GETCERTIFIED hashtag.

Rationale: By providing location based voting on the HERO webpage, it will establish a sense of regional pride amongst consumers. They will be able to interact with the site by viewing and voting for the burger of their city. Consumers that took part in the experiential campaign will be able to go online and check out their creations. With the redesign of the HERO Certified Burgers website, this will help bring together the online presence of the brand with the campaign and experiential marketing event taking place in June and July 2016. By doing this for the campaign, this will invite consumers who

Promotional Tools: Social Media advertisements, experiential marketing,

Evaluation: The HERO Certified Burgers webpage design will be evaluated by tracking the page views, engagements, and voting interactions

Budget: Sitelet spending

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Objective 4: Promoting HERO Certified Burgers to the target market as a healthier burger option, by communicating the brand values and all-natural 100% Canadian Angus beef raised range-fed without hormones or antibiotics. Expected June to September 2016.

Strategy: It is recommended that HERO Certified Burgers use a newly designed sitelet as an extension to the campaign, as well as using their social media platforms.

Rationale: The HERO Certified Burgers web page is an established page that can be used to further engage with consumers throughout the duration of the campaign. The page will continue to provide details about not only the campaign, but HERO as a brand and its various initiatives. Ultimately, this provides a central hub for campaign details, and a more focused point of contact in which consumers can learn about the campaign initiatives and the HERO Certified Burgers brand promise. The brand is performing best on Facebook amongst the other social media profiles, and this can continue being a main communication tool for brand messages.

Tactic(s): • To use a newly designed sitelet, combined with social media platforms (Facebook, Twitter, and Instagram) as vehicles to communicate the core values of the brand.

Rationale: Due to the spike in web traffic from other campaign objectives (experiential), HERO Certified Burgers will have an opportunity to come in contact with a new audience on their webpage, as well as social media profiles. By having all the key and important information readily available on these platforms, it will make it easier for the target to grasp the information.

Promotional Tools: Social media advertising, In-store promotions, and experiential marketing

Evaluation: This would be evaluated through the clicks and engagement of the landing page. An increase in social media engagement (comments, replies, and shares) will also be a form of evaluation.

Budget: Sitelet and Social Media spending

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Creative PlanGoals:• To increase brand awareness/recognition on social media through the use of designed promotional material for the #GETCERTIFIED campaign. Ex- Sponsored Ad.• To create brand awareness about experiential events through the use of the HERO food truck wrap.• Increasing online engagement with consumers through the use of creative flyers and other creative media handed out at experiential events.

Using the creative plan, HERO Certified Burgers’ main goal is to increase brand awareness using social and experiential marketing. Following the market analysis, it is stated which media vehicles will be used in the planning/execution process. The following below is a detailed breakdown of the creative plan, including goals, objectives, strategy, and tactics.

Objective #1: Using a re-designed HERO food truck wrap to attract consumers to the experiential event, getting them to interact with the brand on a more personal level.

Strategy: The #GETCERTIFIED food truck wrap will engage/entice consumers that are already familiar with the brand, getting them to participate with the campaigns.

Tactic: The #GETCERTIFIED food truck will appear in popular locations around the GTA for 7 days. The food truck will act as the foundation for the experiential event, promoting the campaign.

Objective #2: Printed flyers will be used to attract and inform consumers of the HERO online platforms such as: Twitter, Instagram, Facebook, and the webpage, after they leave the experiential event/in-store location. Strategy: The Flyers will act as a secondary source of information for HERO consumers advertising the campaign. The flyers will contain key campaign details.Tactic: The flyers will be placed in-store and at experiential events handed out by volunteers. The flyers will contain information about all social media platforms and how to get involved with the #GETCERTIFIED campaign.

Objective #3: Using an interactive tool that provides a call-to-action for consumers to get involved with the experiential event. Strategy: It is recommended that HERO Certified Burgers use a digital tablet as a quick and fun way to get consumers to interact at the #GETCERTIFIED event.

Tactic: The digital tablet will be used to sign in those that attend the experiential event on their social media accounts. The tablets can also be used as a way for consumers to directly affect a component of the

*Creative Brief found in Appendix section

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Media Plan

Objective Strategy Tactic

Increase Brand Awareness

Increase brand awareness by launching a social media campaign for HERO Certified Burgers.

Start, operate, and maintain an integrated Facebook, Twitter, and Instagram campaign, using the #GETCERTIFIED hashtag which will engage the target consumers to participate in a HERO #GETCERTIFIED contest.

Increase Brand Engagement

Increase brand engagement by launching a social media campaign that will engage and encourage consumers to participate in the experiential marketing event.

Track, monitor, and evaluate the likes, followers, and reposts on Facebook, Twitter, and Instagram. This is a result of consumer engagement in the HERO #GETCERTIFIED contest.

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IMC Element

Social Media

Objectives

Strategies

Tactics

Budget/Budget %

*Note 10% of Budget is allocated for Human Resources

Experiential Event Sitelet

• Increase brand awareness• Increase engagement• Increase campaign activity

• Increase brand awareness• Increase engagement/consumer interaction

• Increase brand awareness • Increase campaign activity• Increase brand engagement

• Using the HERO social media platforms to interact with consumers• Using the HERO social media platforms to communicate brand core values and initiatives• Tying the social media platforms with the experiential event

• Coming up with an experiential event that will not only increase brand awareness, but brand engagement

• Using the HERO brand webpage to provide details for the campaign• Tying the webpage with the experiential event

• Keeping up-to-date with social media content, and posting buzz-worthy material.• Including consumer incentives in social media posts (prizes and contests)• Using social media as an engagement and interactive tool to build on the HERO #GETCERTIFIED contest.

• Coming up with an experiential event that will not only increase brand awareness, but brand engagement• Using a re-designed food truck wrap to promote the #GETCERTIFIED campaign and engage with consumers• Handing out flyers at the experiential event to further promote the campaign

• Re-designing the HERO Certified Burgers webpage to reflect the details and image of the #GETCERTIFIED campaign• Using the newly designed sitelet as an interactive tool for the experiential event

$3,750.00 (25%) $4,750.00 (45%) $3,000.00 (20%)

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Calender OfEvents

Expected Start and End Dates:

(Campaign Total: June 6th – September 26th 2016)Social Media: June 6th – September 26th 2016Experiential: June 20th – July 4th 2016Sitelet: June 6th – August 15th 2016

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Budget SummaryThe total budget provided by HERO Certified Burgers is approximately $15,000, and will be broken down into three categories:

• Social Media Spending

• Experiential Marketing Spending

• Human Resources Spending

• Sitelet Spending

The Social Media Spending will amount to 25% of the total budget ($3,750). The costs and expenses that are being taken to consideration here are those required to execute the following: Facebook advertising, Twitter advertising, and Instagram advertising.

The Experiential Marketing Spending will amount to 45% of the total budget ($6,750). The costs and expenses that are being taken to consideration here are those required to execute and operate the following: Food Truck Inventory, Food Truck Maintenance, Food Truck Design (wrap), and Promotional Material.

The Human Resources Spending will amount to 10% of the total budget ($1,500). The costs and expenses that are being taken to consideration here are those required to employ the following: Food Truck Manager, Food Truck Operators, and Promotional Volunteers - and other foreseeable roles.

The Sitelet Spending will amount to 20% of the total budget ($3,000). The costs and expenses that are being taken to consideration here are those required to execute and operate the following: Sitelet Creative and Design, Sitelet Operation and Maintenance, Poll Results and Results Maintenance.

Note: This budget/budget allocation will be confirmed once the IMC plan is approved.

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Creative SamplesHERO Certified Burgers Experiential Event Flyer:

#GET

CER

TIFI

ED

YOUR CITY, YOUR BURGER, YOUR PRIDE!

VIEW, VOTE AND SHARE YOUR HERO CERTIFIED BURGER AT heroburgers.com/getcertified

This flyer will be given out during the experiential marketing events as a promotion tool to get people to go online to heroburgers.com/getcertified and view, vote and share their favourite burgers.

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HERO Certified Burgers Sitelet #1

HERO #GETCERTIFIEDBURGERS

#GETCERTIFIED

YOUR CITY, YOUR BURGER, YOUR PRIDE. ENTER THE #GETCERTIFIED CHALLENGE TODAY AND YOU COULD GET YOUR BURGER CERTIFIED FOR YOUR CITY.

This sitelet redesign will be used during the running time of the #GetCertified campaign

HERO Certified Burgers Sitelet #2

INTRODUCING YOURETOBICOKE#GETCERTIFIEDBURGERCREATED BY ANNA SANTILLI-FINN, RESIDENT OF ETOBICOKE.CLICK HERE TO FIND OUT MORE ABOUT ITS CREATION, AND WHERE YOU CAN FIND IT!

This sitelet redesign will be used after the HERO Certified Burger #GetCertified campaign is complete. This is where the winners will be announced and shown.

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HERO Certified Burgers Food Truck Wrap:

YOUR CITY, YOUR BURGER, YOUR PRIDE!

heroburgers.com

#GETCERTIFIED

#GETCERTIFIED

The food truck wrap will consist of the current wrap that is on the HERO Certified Burgers food truck currently, with these sets of copy on them as well to advertise the #GetCertified campaign.

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Social Media

Facebook Example #1: Facebook mock up example of “Experiential Event” chosen by the consumers down below.

Facebook Example #2: Facebook mock up example of HERO Certified Burgers announcing their first #GETCERTIFIED Burger.

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Twitter Example #1: Twitter mock up example of HERO Certified Burgers announcing where their 2nd “Experiential Event” will take place.

Twitter Example #2: Twitter mock up example of HERO Certified Burgers announcing one of the #GETCERTIFIED burger creations.

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Instagram Example #1: Instagram mock up example of Hero Certified Burgers showcasing one of their #GETCERTIFIED burgers.

Instagram Example #2: Instagram mock up example of Hero Certified Burgers enticing their consumers/followers to vote for a #GETCERTIFIED burger.

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Volunteer Mock Script

Key things for Volunteers to mention:

• The #GetCertifiedChallenge brings a sense of pride in their city by creating a “Certified Burger”• Describing campaign to consumers near the food truck, using the city pride and certified benefits of designing a burger• Walk consumers through the process of designing the burger and the steps that follow afterwards

“(City Name) is your city, and your pride. You now have the opportunity to create the burger for your city, up for the

challenge? You start by creating a burger with a wide range of HERO

Certified ingredients, and we’ll take a picture and have it uploaded on our site and social media platforms.

The last step is the voting process, where other residents of (City name) will vote online for the burger they like the best. Get

a snapshot of your burger and spread the word, do your city proud!”

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Appendix

Greater Toronto Marketing Alliance. (2016). “Population Forecast and Growth Rate.” Online Chart. Retrieved on March 27, 2016 from <http://www.greatertoronto.org/why-greater-toronto/economic-overview/population>.

Regional Data

PMB DataPMB DEMOGRAPHICS: Medium-Heavy Internet Users in OntarioNETQuest. (2016). PMB Quick Reports. Online Database. Retrieved March 28, 2016 from <https://www.kmrsoftware.net/netquestapp/pmbquickreports/default.aspx>.

Target Market DataHoelzel, M. (2015, June 29). UPDATE: A breakdown of the demographics for each of the different social networks. Retrieved April 10, 2016, from http://www.businessinsider.com/update-a-breakdown-of-the-demographics-for-each-of-the-different-social-networks-2015-6

Millennials Coming of Age - Infographic. (2015, February 27). Retrieved April 10, 2016, from http://www.goldmansachs.com/our-thinking/pages/millennials/

Macro-Environmental Factors

Cited Source: CBC News. (2016). “Inflation in Canada rises to 2% in January on higher food and gas prices.” Web article. Retrieved on March 29, 2016 from <http://www.cbc.ca/news/business/infla-tion-january-1.3454993>.

Cited Source: Blatchford, Andy. (2016). “Climbing fresh fruit, vegetable prices push Canadian infla-tion to 2%.” Web article. Retrieved on March 30, 2016 from <http://www.macleans.ca/news/climb-ing-fresh-fruit-vegetable-prices-push-canadian-inflation-to-2/>.

Cited Source: Sturgeon, Jamie. (2016). “A New Breed of Fast Food Chains.” Web article. Retrieved March 22, 2016 from <http://globalnews.ca/news/2061932/in-canada-new-breed-of-fast-food-chains-are-eating-mcdonalds-lunch/>.

Cited Source: Pippus, Anna. (2015). “Almost 12 million Canadians Now Vegetarian or Trying to Eat Less Meat.” Web article. Retrieved March 29, 2016 from <http://www.vancouverhumanesociety.bc.ca/almost-12-million-canadians-now-vegetarian-or-trying-to-eat-less-meat/>.

Cited Source: Vardy, Michael. (2013). “Technology is changing the restaurant industry.” Web article. Retrieved March 29, 2016 from <http://thenextweb.com/insider/2012/09/22/how-technology-chang-ing-restaurant-industry/#gref>.

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Cited Source: Finkelstein, Chad. (2014). “New menu labelling laws will have a wide impact on the franchise industry.” Web article. Retrieved March 30, 2016 from <http://business.financialpost.com/entrepreneur/franchise-focus/new-menu-labelling-laws-will-have-a-wide-impact-on-the-franchise-in-dustry>.

Cited Source: Ogilvie, Megan. (2013). “Hero Certified Burger’s patties a better choice than most fast food.” Web article. Retrieved March 30, 2016 from <http://www.thestar.com/life/health_wellness/nutri-tion/2013/04/11/hero_certified_burgers_patties_a_better_choice_than_most_fast_food.html>.

Cited Source: Jakuboski, Samantha. (2013). “Honeybee Population on the Decline.” Web article. Re-trieved March 29, 2016 from <http://www.nature.com/scitable/blog/green-science/global_crisis_hon-eybee_population_on>.

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CREATIVE BRIEF – HERO CERTIFIED BURGERS.

CLIENT OBJECTIVE Through the use of the new HERO Certified Burgers campaign, we are looking to communicate and appeal with a younger demographic. The new campaign will ignite a flame into the HERO brand and in the minds of its consumers. CORE TARGET PROFILE The target for this campaign will be split into two groups, the “Exuberant” which would represent the primary target, and the “Aurarist”, which would represent the secondary target. Exuberant: represent 18-25 year old millenials that are focused on their public image and staying up-to-date with current and emerging trends through social media. They are the innovators of their social group, and the “social butterflies”. They are conscious of the environment and the imprint they make on the world, but aren’t overly dedicated to the cause. The exuberant is primarily male with an income ranging from $15k-30k annually, and lives in urban areas in Ontario. They are extremely loyal to a brand that they have shared positive experiences with, and will share this experience through their various social media platforms. Aurarist: represent the 25-34 year old millenials that know what they want in life and what to do in order to get it. They have a certain “Aura” about them. They are currently going through a lifestyle change, in making more mature and serious lifetime decisions (marriage, children, real estate). Although they are getting older, the last thing they want to be seen as is aging. The Aurarist is primarily male with an individual income that is $35k+ and lives in Ontario in urban areas. They are starting to pay more attention to their food consumption, and care about what they are putting into their bodies. THINK / DO NOW

►

DIFFERENTIATING PROPOSITION

►

THINK / DO IN FUTURE § The target group sees the brand as just

another option that is there in the market. There is no stand out factor for the brand in their minds that separates it from its key competitors.

§ They enjoy eating out with friends in a QSR environment. They value this time, and because of this they do not mind spending extra money for a delicious gourmet burger.

§ They aren’t very knowledgeable of the brand, and aren’t aware of the health centered options they provide on their menu.

• HERO Certified Burgers provides the most organic and sustainable burgers to Canadian consumers.

• HERO Certified Burgers provides quality food with quality ingredients that you can trust.

§ After the campaign, the target market should engage with the HERO brand and have their minds made up in terms of where it sits amongst its competitors.

§ The target will be more informed about the brand and the health benefits behind the burgers. Understanding what the core values of HERO Certified Burgers are and what makes them different will be a key takeaway for consumers.

SUPPORT

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