Worksheet #8a: Promotional Strategy

Develop and describe the promotional strategy for the Campus launch.

1. Creative Brief:Develop a summary of the high-level promotional strategy, including:

· IMC Objectives:Specify your Integrated Marketing Communications (IMC) objectives. (see textbook for details) for the launch.

· Target Market: (from Worksheet: Target Market and Positioning)

· Positioning Statement: (from Worksheet: Target Market and Positioning)

· Brand Name:

· Brand Personality:(from Worksheet: Product and Brand Strategy)

2. Central Theme: Create some suggested advertising “taglines or “slogans” for your restaurant launch. These should be related to the typical brand tagline but are tailored to the Campus audience. Choose one and explain why it will contribute to a successful launch. (Examples, includes: NIKE: Just do it! OR APPLE: Think Different).

· Current Tagline & Brainstorm:Provide the current/accepted brand tagline and two suggested alternatives for the Campus launch.

1. Typical Existing Theme: Why does it work?

2. Alternate Theme: Rationale:

3. Alternate Theme: Rationale:

· What is your chosen central theme/tagline for the Campus launch?

· Why?

Worksheet #8b: Promotional Strategy

3. Promotional Mix:Describe in detail, the promotional program for the launch in 2021.

Describe and explain the “Promotional Mix” Including at least four (4) of the following channels or tactical activities. Be specific about the activities under each category that are being used and why they have been chosen.

4. Promotional Plan:

Create a promotional plan for Aug. 2021 to July 2022, including a description, the rationale, an approximate cost, and the start and stop dates for each tactic.

CAMPUS LOCATION Marketing Plan (Aug 2021 – July 2022)

5. Explain why your recommendationwill be more successful in attracting buyers than the competitor.

Worksheet #9: Referencing and Citations

Please ensure that all research resources used are referenced and cited according to APA guidelines (https://apa.conestogac.on.ca). Use this chart to record all the materials reviewed in your exploration. Note that only the resources from which you extracted, ideas, images, passages, etc. need to be cited and referenced in your report.