IMC strategic plan

Launching Gourmet Culinary Institute
as
On 4th September 2021, held in 80 Bloor street W, Toronto
to maximize sales and boost experience of urban professionals networking culture
1
Good Club for Good Moments
Nayab Bakali - 105928196
Thanuga Ravichandran - 020578142
Shelly Kaushik - 151330180
Het Zalavadiya - 146247192
“Les Club Bon- Vivant”

About Rethink
We are devoted to amplifying the viability of your campaign by discovering key
insights through research and strategy. We believe effective creativity is about
looking at something you have seen before in a new perspective.
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Shelly Kaushik
Account Manager
Nayab Bakali
Art Director
Thanuga Ravichandran
Media Buyer
Het Zalavadiya
Copywriter

Communication Strategy
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Positioning Statement:
For GCI members who want to join a premier private culinary class that will provide a classy experience. Club Bon
Vivant, offers an exclusive and exceptional involvement by networking with elite individuals to create memories. A
brand that has been trusted and highly regarded by many for 25 years.
Campaign Strategy:
1. To achieve a 75 percent awareness level among the primary target market.
2. To encourage event, sign up and membership sales by members of the primary and secondary target markets.
3. To position Club Bon Vivant as a suave private club for Toronto’s HNI circle.
4. The IMC Plan slides in this presentation illustrates the details of each media segment.
5. To achieve 25% revenue growth in next 6 months.
Geography: Urban Downtown Toronto
Timing: 1st April 2021 - 6th Sep 2021
Launch Date: 4th September 2021
Budget: CAD 250,000. Includes agency fees with taxes

Marketing Objectives
“To offer exclusive networking opportunity and high
end gourmet experience.”
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To create awareness for Club Bon Vivant within their target audience and existing
client base of urban professionals in Toronto. While reviving and boosting the
brand positioning with a relaunch event and an IMC plan supported by incentives
for potential members.

What are We Trying to Achieve?
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Repositioning of brand using
product differentiation and
lifestyle strategy
Expectation to boost profit share
by 25% within next 2 quarters.
To enhance the value for existing
and potential client base by
offering top notch ambience,
service and exquisite experiences.

Marketing Communication Objectives
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Creating Brand awareness and generate
conversation for the club Bon- Vivant among
urban profesional audience Beginning from
1st September 2021 till Feb 2022.
Building and enhancing brand image from it
was originally to a new height by offering
culturally rich, authentic yet exquisite
experiences and engage the audience.
Offering Incentives in terms of earning 2X
rewards point when using american express
card, free access to CMA Executive
Networking event.
Generating Leads by leveraging the previous
database to reach out top 2% of existing
client base for “Pre Launch event” invitation
and create a hype of exclusivity.

Competition Overview
The two key direct competitors in the Toronto area are Aphrodite Cooks and Dish Cooking Studio.
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Dish Cooking Studio Aphrodite Cooks
● Active since 2005
● Offers virtual cooking classes
● Dish offers many services under one roof as individuals can cook,
shop and eat
● Provide a entertaining space to hold events such as a product
launch, marketing event, media influencer event, chief guest
dinner or other special events
● Promotion: Toronto Maple leafs Defenceman, Morgan Rielly
collaboration video on Youtube
● Have an online store that offers a variety of categories to choose
from
● Host private events, virtually corporate cooking events and
studio rental
● Offers virtual cooking classes
● Catering Services
○ customized BBQ kit’s online
○ social and events
○ corporate meetings
○ event planning services
○ dinner parties
● Delivery Option Available
○ within the GTA from $30
○ outside the GTA delivery option billing is based on location
● Competitive Promotions/Communication
○ Holiday Virtual cooking classes - “New Holiday Favourites”
○ Feedback section about Aphrodite Cooks services included
in website called “What people are saying”.

Single Most Important Message
“To offer exclusive networking opportunity and high-
end gourmet experience.”
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Who is the Target Audience?
The target audience range from ages 24 - 45 years of age, urban professional singles that live in the heart of the city,
downtown Toronto. This audience is highly educated, career oriented and carries a high network in society due to their
lifestyle. The potential members are social by nature, likely single and enjoy fine dining experiences while they network
personally and professionally on a regular basis. The target audience values distinctive yet authentic experiences. They
want to be considered as an influential individual with an exquisite taste amongst their circle. The potential members
prefer culturally rich and community driven brands.
Consumer Insight:
● Shop at high end boutique specialty shops such as Whole Foods, Pusateris, and McEwan.
● 70% of urban singles are between the ages of 25 and 40.
● 67% of urban singles have indicated they have interest in fine dining, 3 plus times per week.
● 52% have taken some kind of advancement course or class in the last 4 years related to hobbies, business, culture
and personal fulfillment.
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Audience Mindset
What Drives Them?
● Being socially connected with elite members of
society.
● To be engaged in new and highly shareable
experiences.
● Social validation.
What Keeps them going?
● The pursuit of highly unique, socially inclusive
activities and events.
● Networking platform for HNI in the city.
What are Audience Objections ?
● Potential members are looking for elite private club.
● Communal brands.
How to overcome these obstacles?
● Relaunch of club as an exclusive elite private club.
● Members are invited to join or referred by an existing
member to maintain exclusivity.
● Introduction of incentives such as - CMA & TIFF events
complimentary, 25X rewards points for Amex
Centurion Card on spending.
● Introduction of Celebrity Chef’s cooking classes.
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Creative Plan
Creative Objectives
Club Bon- Vivant objectives is to reach new audience, alter existing client’s perception and offer exquisite yet authentic life experiences.
Creative Strategy
Buying Motivation
● The brand promise and key benefits will be presenting using a combination of rational/ factual messages highlighting the unique
qualities of Club Bon Vivant, using testimonies of existing clients, industry influencer, partner brands.
● The audience will connect to and respond positively to ‘lifestyle’ messages appealing to their ego to build confidence and self-
esteem.
Tone: Aspirational, Authentic, Social, Empowering Style: Professional, Exclusive, lifestyle
Appeal Technique
Club Bon Vivant members wants to feel exclusive, powerful and stylish when they visit the club or invite their friends/ business partners.
Creative Execution:
● Demonstration and Rational Brand Messages will be amplified through a combination of Instagram Influencers, event partners &
Sponsors. The Creative Execution technique delivers the factual messages through existing clients, Influencer and Michelin star
chef testimonies.

Media Plan
Phase - 1 # Pre-Launch
● Pre-Launch events will commence from 1st April 2021---
6th Sep 2021 using build up campaign to target potential
HNI clients in Toronto with rifle strategy using 30% of
overall budget.
➢ Dedicated Micro site for relaunch of GCI as Club Bon
- Vivant
➢ Direct email invitation for prelaunch event to top 2%
of existing GCI members and industry influencer to
generate engagement online / offline.
➢ Onboard Citizen PR agency to announce the
relaunch & create hype about the events.
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Phase - 2 # Launch
● Launch Event: 4th September 2021 in Urban
downtown Toronto. Build Up Campaign for digital
plan - social media.
● Market Covered- Targeting Gen -Y in Downtown
Toronto
● Campaign Type : Buildup
● Market Strategy: Profile - Matching
● Media Resources: Social Media, Mailers, PR Agency,
Value added sponsorships, Influencers.
● Budget: 50% of the event budget

Integrated Marketing Communication Plan
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Direct Mail
Interactive/
Digital
Experiential
Events
Public
Relations
Partnerships

Direct Mail Plan
Objectives: To Inform existing & potential member of GCI about the prelaunch events to heighten the excitement for
launch.
Strategy: Emailer campaign will commence on 1st March - 30th September 2021 prior to prelaunch and will go till post
launch event. Campaign will highlight the features and benefits through creatives, testimonies of existing clients, PR
releases, teaser campaign of relaunch as Club Bon Vivant.
Execution and tactics:
● Direct email invitation for pre launch & launch event to top 2% of existing GCI members.
● Email invitation to industry influencer to generate engagement online / offline.
● Press releases share for relaunch of GCI as Club Bon Vivant.
● Teaser campaign with a Microsite showcasing features and the benefits along with testimonies.
● Offering incentives to sign up early such as- complimentary CMA events, TIFF entry.
● 10,000 Bonus points with membership sign up for American Express Centurion Card members.
Validation Metrics
Review click through and open rate along with conversion rate. Traffic to microsite through emailer. Members feedback/
survey to evaluate client satisfaction rate.
14

Interactive/ Digital Plan
Objectives: To create hype about the relaunch and educate target audience about product differentiation and services
offered and get maximum signup from the target audience using built up media plan.
Strategy: Digital Campaign will commence on 1st March - 30th September 2021 prior to pre launch and will go till post
launch event. Teaser campaign with dedicated microsite for event sign up complimented by social media campaign.
● Dedicated Micro site with focus on Pre Launch events, countdown to launch event, experience sharing platform and
a newsletter.
● Social Media Campaign - Facebook, Instagram, YouTube, Twitter for creative Images and videos for online
engagement.
● Contest to win a free ticket to pre launch event to increase online impressions.
● Testimonies of existing member and industry influencers to establish credibility as a 25 yrs old club.
Validation Metrics
60% engagements on social media post, online impressions, website traffic review on weekly basis with SEO & Retargeting
analytics, ROI in terms of event sign up from digital campaigns.
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Experiential Events
Objectives: To create an exquisite experience for guests at the GCI relaunch event as Club Bon- Vivant.
Strategy: Pre Launch events will commence from 1st April 2021---6th Sep 2021 follow by launch party on 4th September
2021. 1 cookery class and 1 featured chef specially curated menu dinner complimented by networking cocktails session
each month. Gala dinner event for launch.
● Showcasing Michelin Starred Sushi Chef Masaki Saito & Celebrity Chef McEwan.
● Showcasing SOMMevents for wine tasting sessions.
● Inviting past members, Industry influencers and Amex HNI potential members to experience the new GCI experience.
● Invitation only exclusive Launch event for top 1% of database.
Validation Metrics
Review sign up rate on weekly basis to get the event seats filled up prior to launch event.
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Partnerships
Objectives: To get value addition to the services offered to motivate club members to sign up.
Strategy: Digital Campaign will commence on 31st March - 30th September 2021 prior to pre launch and will go till post
launch event. Campaign will highlight the features and benefits through creatives, testimonies of existing clients, PR
releases, teaser campaign of relaunch as Club Bon Vivant.
● Eataly, Organic Garage, Pusateri’s as an industry Partner.
● Michelin Starred Sushi Chef Masaki Saito & Celebrity Chef McEwan as restaurant partners.
● SOMMevents as wine connoisseur.
● Media Partnership - LCBO Food & Drink Magazine, Travel & Life Channel, Toronto life, BlogTO, Narcity.
● American Express Centurion Card partnership to entice cardholders to join the club.
● Partnership with industry influencers.
Validation Metrics
Review click through and open rate along with conversion rate for online references on partners website and social media
platforms. Traffic to microsite and conversion rate in terms of sign up.
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Public Relations
Objectives: To create unprecedented amount of hype for Club Bon vivant with some puff press release, media mentions
on magazines and relevant travel shows.
Strategy: PR Campaign will commence on 1st March - 30th September 2021 prior to pre launch and will go till post
launch event. Campaign will highlight the features and benefits through Blogs, articles, press releases, picture release on
lifestyle magazine/ blogs.
● Teaser articles about a new elite location to network coming up in the heart of Toronto.
● Launch of new logo in one prelaunch event.
● Media mention of different media platforms amplifying word of mouths publicity amongst a certain group of people.
● Ryan Reynolds as a club ambassador & social media Influencer for launch events in exchange of free lifetime
membership.
Validation Metrics
Review click through and open rate along with conversion rate. Traffic to microsite through emailer.
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Influencers
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Ryan Reynolds
Actor
IG - 36.6M
Dhanung Bulsara
Digital Host @blogto
IG - 3.2K
Taylor Stinson
Blogger
IG - 60.3K
TW - 9.8K
Mark McEwan
Celebrity Chef
IG - 29.5K
Lilly Paltsev
Senior editor
@narcitycanada
IG - 221 followers
Chef Maski
Michelin star chef

Media Plan Summary
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March April May June July August September October November December
Direct Mail
Interactive/
Digital
Events
Sponsorships
/Partnerships
Public
Relations
Timing : March 2021 - December 2021

Anticipated Results
21
Club
Bon Vivant
Upgraded exclusive
services along with a
networking platform
Objective
Rebranding GCI as Elite
Private club for Toronto’s
HNI
Repositioning
Increase in revenue by
25% in next 2 quarters
End Result

Budget Allocation Summary
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Budget: 250,000 CAD includes agency fees with taxes

Media Considered and Rejected
TV/ Radio:
Consideration Rationale- TV/ radio could help in creating a hype and give massive coverage.
Rejection Reason - Brand needs exclusivity and target audience is confined to toronto. Campaign doesn't have
budget to accommodate TV/ Radio ad.
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Billboards:
Consideration Rationale- Wide reach to a group of people residing in a particular area.
Rejection Reason- Not only due to Scarcity in budget but also respecting the fact that interaction with target
audience would be more via social media compared to billboard's. It also impact the exclusivity of the entire
campaign.

A Day in Life of a Member
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Wake up, eat
breakfast and get
ready for work
Drive to
work
Attending
Meetings
Shop at Specialties
stores like Pusateri's
Drive home
Cook dinner, enjoy wine
and listen to music
finish work and prepare for
the next dayGo to bed

Appendix
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1. Slide 2 - https://rethinkcanada.com/
2. Slide 6 - https://www.dishcookingstudio.com/ / https://aphroditecooks.com/
3. Slide 11 - https://www.citizenrelations.com/offices/toronto
4. Slide 15 - http://masakisaito.ca/ / https://mcewangroup.ca/ / https://sommevents.com/

IMC strategic plan

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