IYYCBurg

Situation:

IYYCBurg, a local fast-food chain in Calgary, wanted to increase brand visibility, and customer engagement, and drive more sales. As part of my college project, I was tasked with developing a comprehensive integrated marketing plan. The goal was to address inconsistent branding, leverage local partnerships, and create a campaign to launch a new product (Fusion Lassi in collaboration with Peters' Drive-In) while appealing to a diverse local audience.

Task:

• Developing a Brand Strategy.

• Conducting an Advertisement Analysis.

• Creating a Creative Brief for the new product launch.

• Drafting a Media Plan for the campaign rollout.

• Designing a Performance Plan to track and measure campaign success.

Action:

• Brand Strategy: Researched IYYCBurg’s market, positioning, and competition. Identified the unique selling proposition as "gourmet burgers with locally sourced ingredients" and developed a value proposition highlighting variety, including Halal, vegan, and gluten-free options.

  
  

• Advertisement Analysis: Reviewed current ads, conducted surveys, and found inconsistencies in messaging and CTAs. Recommended improvements like consistent branding and partnerships with local influencers.

  
  

• Creative Brief: Designed a brief for the Fusion Lassi launch in collaboration with Peters' Drive-In, focusing on a diverse audience, fusion flavors, and the slogan: "New Variety, Same Quality."

  
  

• Media Plan: Created a multi-channel strategy using social media, online ads, and radio sponsorships, targeting peak fast-food hours. Collaborated with influencers to boost engagement and brand visibility.

  
  

• Performance Plan: Set goals for a 20% rise in social media engagement, 15% sales growth, and 500 user-generated posts within three months. Managed a $25,000 budget, tracking KPIs like follower growth and sales conversion.

Results:

• Well-received by my instructor, who appreciated the strategic depth and clarity of my plan.

• Provided a clear roadmap to enhance IYYCBurg's brand identity.

• Addressed key pain points in their advertising strategy by making it more engaging and consistent.

• Laid out a structured media plan that ensured high visibility and customer interaction.

• Delivered actionable insights to track performance, ultimately driving increased customer engagement, brand loyalty, and sales growth.