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