Justin Larsen

Account Executive

Kate FinlayCreative Director

Jesse Wilks

Copywriter

NIAGARA COLLEGE Teaching Winery

Integrated Marketing Plan

Agenda

Promotional ObjectivesPromotional Objectives

Our TargetOur Target

Creative ObjectivesCreative Objectives

Creative Execution Creative Execution

BudgetBudget

Target

We then hope to reach the parents using the students as a medium

We then hope to reach the parents using the students as a medium

They will lead the way

They will lead the way

Niagara College students will be the focus of most of

our promotional activity

Niagara College students will be the focus of most of

our promotional activity

StudentsStudents InfoInfo ParentsParents

Promo Objectives

To raise hits on the

Teaching Winery

website by 40%

Raise awareness in the student

body to levels above 90%

awareness on campus

To raise awareness to

70% in parents about the

teaching winery and the wines

available both at the school and

the LCBO.

To motivate at least 30% of the student body to purchase wine

and gifts to bring home to their parents

Creative Objectives

To communicate that Niagara

College wines are

available on campus

To communicate the idea that

students should bring Niagara College wines home to their

Parents as gifts/ commemorative

tokens..

To communicate

a sense of pride and

belonging to both students and parents

Creative execution

Posters

Full Circle MarketingFull Circle Marketing

IMC Plan

Cards

For the students cards we went with bold and basic colours. With a simple layout we will attract the students attention to our products and the store

For the students cards we went with bold and basic colours. With a simple layout we will attract the students attention to our products and the store

The thank you cards are simple and classic as they are geared towards the parents. It lists the wines that are available at the LCBO so they can purchase our wine locally.

Creative execution

Posters

Full Circle MarketingFull Circle Marketing

IMC Plan

Posters

The posters are again, basic and bold. Humour is used to attract the students to buy for their parents.

The posters are again, basic and bold. Humour is used to attract the students to buy for their parents.

Creative execution

Posters

Full Circle MarketingFull Circle Marketing

IMC Plan

Events

Creative execution

Posters

Full Circle MarketingFull Circle Marketing

IMC Plan

Door Hangers

Our first door hanger includes a raffle ticket to get the students

to step foot in our store

Our first door hanger includes a raffle ticket to get the students

to step foot in our store

Our next door hanger is meant to increase awareness of the

winery on campus.

Our next door hanger is meant to increase awareness of the

winery on campus.

Creative execution

Posters

Full Circle MarketingFull Circle Marketing

IMC Plan

Direct Mail

Our direct mail piece will be inserted with the registration packages for new students. These cards are meant more

for the parents as they are detailed and are aimed at our target market

Our direct mail piece will be inserted with the registration packages for new students. These cards are meant more

for the parents as they are detailed and are aimed at our target market

Creative execution

Posters

Full Circle MarketingFull Circle Marketing

IMC Plan

Banner

Creative execution

Posters

Full Circle MarketingFull Circle Marketing

IMC Plan

Budget

Total Campaign Costs

Justin Larsen

Account Executive

Kate FinlayCreative Director

Jesse Wilks

Copywriter