2. 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
3. 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.
4. 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
5. 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
6. 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.
7. 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
