NEED/OPPORTUNITY Cora is a restaurant which serves specialized breakfast and lunch. It opened its doors in 1987 as a small diner in Montreal (“About Cora”, 2014, para. 1 & 2 under Our History). Cora soon changed its company mission to focus on breakfast with the new trend leaning towards healthy diets (“About Cora”, 2014, para. 1 & 2 under Our History). Cora has succeeded ever since as there are more than 130 franchised restaurants across Canada (“About Cora”, 2014, para. 7 under Our History). Cora is now opening the fifth store in Edmonton in the Windermere area (“Restaurants”, 2014). Windermere and Terwillegar, the areas of where the new Cora location is opening up, are located in Southern Edmonton. Those areas have been dramatically growing in past a few years as many people especially family with young children are moving in each year. Also, Windermere and Terwillegar are known as exclusive residential districts. Although there are variety of restaurants around the areas, there is no direct competitor that focuses on breakfast and lunch items. Windermere Cora Windermere’s goals are to build awareness of the restaurant locally and to find ways to bring customers to the restaurant on weekdays. The “a new sun is rising campaign” has been designed to achieve the objectives cost effectively by showing all the recommended campaign elements supported by the secondary research. Only downside of this campaign is that there are restrictions under the franchise agreements; thus, Ad+Value Solutions decided to promote Cora Windermere primitively. The strategies include advertising, sales promotion and public relations. DESCRIPTION OF PRODUCT/SERVICE Corporate Mission Cora’s mission is promoting the importance of eating breakfast and creating unforgettable food experiences for customers, by providing high-quality products and service in a warm, family-oriented atmosphere. Franchise Mission The primary objective of Cora’s franchise is to serve in as many places as possible; as often as possible; to as many guests as possible. Their main focus is creating innovative and unique breakfast and lunch experiences. COMMUNICATIONS OBJECTIVES Primary objectives Awareness To create awareness of a new Cora restaurant opening in Windermere with the target audience by May 7, 2016 Knowledge To provide information about a new Cora restaurant in Windermere with the target audience by May 21, 2016 Liking To create positive images of a new Cora restaurant that supports the local community in Windermere

Preference To convey the value of the new Cora restaurant with the target audience and the benefit that will bring into the community by June 4, 2016 Conviction To drive trial of the new Cora restaurant in Windermere with the target audience by June 18, 2016 Secondary objectives

• To reduce waiting time on weekends to improve customer satisfaction • To build a good customer relationship management system to keep customers coming

back to the restaurant • To bring in customers during the week days (slow days) in order to increase sales

TARGET AUDIENCE Primary Target Audience From the secondary research, Ad+Value Solutions found out that families with small children are the largest segment in the Windermere area. Therefore, Ad+Value Solutions defined Cora Windermere’s primary target audience as young families with kids between the ages of 3 to 12 year olds, who live around the Windermere area, who are upper income holders, who enjoy having breakfast, who like eating out and who like spending time with their families. Secondary Target Audience The secondary research showed that a large number of people in Terwillegar use the public transportation to commute. Thus, Ad+Value Solutions defined the secondary target audience as a young female and male, who are aged between 19 to 29 years, who are modern, educated, social and outgoing, who like to meet new people and spend time hanging out with friends, and who enjoy reading, and live in Terwillegar. SOLUTION OVERVIEW Promotional Strategy & Creative Theme The Cora Windermere creative theme for this campaign is fun, playful and consistent with the Cora’s message of a warm and family friendly environment. To support the creative theme, a rational message will be used; a news appeal would work the best to make the target audience aware of the grand opening of the Cora in Windermere. The sun is a trademark of Cora which has strong brand awareness; it would be effective to use the sun and the “Cora colors”, cheerful bright colors, in all advertisements. The familiar designs are kept consistent across all Cora franchises in Canada. The slogan for this campaign is “A New Sun is Rising”. Promotional Mix The promotional elements that will be used are advertising, sales promotion, public relations to achieve the campaign objectives. All the elements were carefully chosen to maximize the reach and frequency. For the advertisements, reliable outsourcing would be used to increase effectiveness and efficiency since this campaign requires a plenty of labor within the budget given.

Advertising The “A New Sun is Rising” campaign will be promoted via a mobile signage, interior and exterior transit advertisements. A message “I would love to to have a breakfast at Cora’s on June 18, 2016. Missed breakfast? Yea, you probably missed our typo too…” will appear on the advertisements. This playful catchphrase will grab audience’s attention and increase the frequency by the audience shares it with their friends, families and co-workers. Sales Promotion In order to effectively increase their sales, Cora Windermere could use the following sales promotions: fishbowl business card giveaway, loyalty program and birthday promotions. Fishbowl Business Card Giveaway The winner will be chosen by a Cora Windermere employee who draws the card randomly from the bowl. The draw will happen on the first of every month, and the winner will get a $10 dollar Cora Windermere gift card via email. Loyalty Program To obtain brand loyalty with their customers as well as to maintain quality of food and service, Cora Windermere needs to create a strong customer relationship management plan. For the loyalty program, customers will get one stamp at each visit and get one free breakfast item when they collect 15 stamps. Birthday Promotions Customers will receive birthday cards with a 20 % discount. In order to receive the card, customers will fill out comment cards with their names, email addresses, birthdays and the date of their visits. Birthday cards will be sent to customers via email. Customers will show the cards upon arrival to get the discount. Public Relations Windermere Cora will partner with the Terwillegar community league to hold a fundraiser for the community which aims to raise funds for the community. This fundraising will also drive customers into the store and create trial of the new Cora restaurant. Cora Windermere will donate $1 for every item sold on June 25, 2016 and July 23, 2016. This will be one of man collaborations between Cora Windermere and surrounding neighborhoods. RECOMMENDATION One of the biggest issues at any Cora restaurant is the crazy long wait on weekends. By using a waiting list managing application, they would be able to control a waiting list more efficiently. This app would also improve Cora Windermere’s customer satisfaction by reducing waiting time. Waiting List Application Name: Waitlist Me (https://www.waitlist.me/) Features: simple waitlist management, text & call notifications, CRM (loyalty, special occasion setting), quote estimates, public waitlist view Price: 19.99/month

EXECUTION The “A New Sun is Rising” campaign will launch in April and end in August, 2016. Ad+Value Solutions believes this timing would be the best due to the opening date of the new Cora. The most important objective for Cora Windermere is to gain awareness of the target audience that the new location is opening in June in the area. Hence, it would be the most effective way to raise awareness through out-of-home advertisements as early as possible to reach a large number of people. On April 18, a mobile signage will be displayed on the franchise owner’s van with information including the restaurant address and phone number. It will be used to help advertise Cora through the city and locally in Windermere. Since the vehicle will be used to travel throughout the city, it will help maximize the reach and frequency. The exterior banner that will be displayed outside of the buses will be a high quality, simple and smooth picture with the Cora sun. The main purpose of this advertisement is to get exposed to both transit users and non-transit users since it will be placed outside of the buses. This advertisement would be promoted in two different routes. Route 1 would be Bus 24 which goes from the Century Park Transit Centre, and the banner will be placed from May 2 to May 29. Meanwhile, Route 2 would be Bus 37 which goes by the Terwillegar Recreation Centre where the print ads will be displayed. For this route, the banner will be displayed from May 30 to June 26. The different schedules were chosen to maximize the reach and frequency of the banners. The interior transit banners would be scheduled with the same time period with the outside banners. Like the exterior banners, the interior banners contains a map, location and opening date of the new location in Windermere. Even though Ad+Value Solutions had a $10,000, there is still a remaining balance of $3,962 because the cost does not include GST. Therefore, Ad+Value Solutions left the remaining balance to account for the extra cost as well as cover any miscellaneous items that might occur during implementation. Detailed dates and timeline and costs can be found below:

Blocking Chart

Production Costs

Media Net Cost Total Cost Advertising Vehicle Posters $400 (production) $400 Transit Posters Bus Route 1 Posters $650 (production) $650 Bus Route 2 Posters $650 (production) $650 Recreation Centre Poster $600 (production) $600 Instore Poster $300 (production) $300 Ad in Newsletter $400 (production) $400 Vehicle wrap $1800 (production) $1,800 Flyer Inserts $457 (production) $457 Front Store Poster $10 (production) $10 Direct Mail $1070.75 (production) $1,070.75 Overall Cost $6,037.75 Budget $10,000 Less Overall Costs $6037.75 Budget Remaining $3,962 Evaluation In order to measure the effectiveness of this campaign, the franchise owner will count the number of coupons that they get back from customers in relation to the amount that Ad+Value Solutions mailed out. Cora Windermere can also ask customers how they heard about the store opening in the area on the comment cards to indicate how effective the campaign is. Another way to measure the effectiveness is measuring the turn out for the fundraising event that is going to take place in June and July 2016. Regardless of the turnout of these events, Cora Windermere can then have a newsletter release thanking contributors for their involvement during the fundraiser. This will raise more positive emotions about Cora Windermere especially in the neighborhood they belong in.

Work Samples

Sample1……………………………… Vehicle Wrap on the Franchise Owner’s Van

Sample2……………………………… Coupon inserted in Terwillegar Tribute

Sample3……………………………… Exterior Banner

Sample4……………………………… Interior Banner

Sample5……………………………… Fundraiser Newspaper Ad for Terwillegar Tribute

Vehicle wrap

Coupon back side: Direct mail insert, 4”x4”, Bleed, Full colour

Coupon front side: Direct mail insert, 4”x4”, Bleed, Full colour

Bus Exterior, Edmonton Transit System, 141” x 32”, Bleed, Full colour

LRT Interior, Edmonton Transit System; LRT. 27” x 20”, bleed, full colour

Public relations Fundraiser newspaper Ad for Terwillegar Tribute