This document outlines a marketing plan for a new restaurant. The goals are to increase traffic by 15% and differentiate the restaurant by offering a high-end dining experience at an affordable price in a family-friendly atmosphere. The target segments are students and workers at Centennial College, families in Scarborough, and millennials and generation X in the greater Toronto area earning $5,500-12,000 per month. The media plan focuses on digital, print, and TV advertising targeting these groups. Key performance indicators and a promotional implementation plan with timelines and budgets are also presented.

2. Andre Havro
Jessica Garcia
Melissa West-Henry
Thauane Rodrigues
Professor David Blaser
Centennial College – The School of Business
Marketing - MKTG 716 SEC. 004
August 08, 2018

3. Promotional GOALS
+15%
Increase
Restaurant
Traffic

4. Point of DIFFERENCE
1. Different experience
2. High-end meals at an
affordable cost
3. Family atmosphere

5. SEGMENTATION Strategy
Scarborough
Area
Students
Workers
Millennials
20-37 yo
Generation X
30-53 yo
Baby Boomers
54-72 yo
$1000/m
Students
$5.500/m
Families/Workers
GTA
Occupation
Age
Income
Geographic
Demographic
Population in the Toronto area
concentrated specifically in Scarborough
area and around
Centennial College students, workers and
people in general who needs to satisfy a
necessity of food service

6. TARGET Strategy
STUDENTS AND WORKERS
AT CENTENNIAL COLLEGE
PROGRESS CAMPUS
FAMILIES RESIDENT IN
THE SCARBOROUGH AREA

7. Centennial TV Print
We will use the more than 100 TVs
installed on Progress Campus to
publicize our promotional actions.
Posters, flyers and banners will be
strategically distributed across
campus.
Digital
We will use the Internet for
widespread our communication,
focusing on the community around
the Progress Campus.
Media PLAN

8. Digital
We will use the Internet for
widespread our communication,
focusing on the community around
the Progress Campus.
Print
Posters, flyers and banners will be
strategically distributed across
campus.
Centennial TV
We will use the more than 100 TVs
installed on Progress Campus to
publicize our promotional actions.
Media PLAN

9. Centennial TV
We will use the more than 100 TVs
installed on Progress Campus to
publicize our promotional actions.
Digital
We will use the Internet for
widespread our communication,
focusing on the community around
the Progress Campus.
Print
Posters, flyers and banners will be
strategically distributed across
campus.
Media PLAN

10. KPIs • Key Performance Indicators
$1.22Return on Investment - ROI
+15%Increase Restaurant Traffic
+100%Instagram followers
+70%Facebook followers
KPIs Goal

11. Promotional IMPLEMENTATION Plan
Total of investment: $235,000
SEPTEMBER OCTOBER NOVEMBER DECEMBER
WEEK 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
CAMPAIGN TYPE PROJECTED COST
Digital Target SUBTOTAL
Facebook Students, Workers, and Comunity 20,000$ x x x x x x x x x x x x x x x x x x x x
Instagram Students, Workers, and Comunity 40,000$ x x x x x x x x x x x x x x x x x x x x
Google Ads Comunity 40,000$ x x x x x x x x x x x x x x x x x x x x
Advertising SUBTOTAL
Flyers Students, and Workers 25,000$ x x x x x x x x x x x x x x x x x
Posters Students, and Workers 25,000$ x x x x x x x x x x x x x x x x x x x x
Centennial TV Students, and Workers 5,000$ x x x X X X X X x x x x x x x x x x x x
Banners Students, and Workers 50,000$ x x x x x x x x x x x x x x x x x
Vouchers (Loyalty cards) Students, and Workers 5,000$ x x x x x x x x x x x x x x x x x
Actions SUBTOTAL
Promotional Action 1 - Flyer distribution Students, and Workers 25,000$ x x x x x x x x

15. Andre Havro
Jessica Garcia
Melissa West-Henry
Thauane Rodrigues
Professor David Blaser
Centennial College – The School of Business
Marketing - MKTG 716 SEC. 004
August 08, 2018