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MARKETING PLANS

Below are examples of marketing plans created both for legitimate and hypothetical clients. Please note that the complete plans have not been provided in order to protect clients. Only samples of these plans have been provided to protect sensitive information. If you wish to see the full plans, please contact Richard to arrange a meeting to further discuss by using the contact form on the menu bar.

THE GATHERING BY CULT

The Gathering brings together cult brands from around the world. Every February, leading brand luminaries converge at the Fairmont Banff Springs hotel to honor each other’s achievements and share their secret marketing techniques with attendees through a series of teaching sessions.

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During his second year of studies, Richard and a team of three peers were tasked with creating a legitimate direct marketing plan for the famous event. This included:

  • Methods for bringing in new attendees

  • Persona’s for these prospective attendees

  • A list of potential new sponsors

  • A full competitive analysis on similar events

  • Samples of direct marketing pieces/collateral

SOUTHPAW CAT CAFÉ

Richard and a group of three peers were tasked with helping a new local business with their marketing efforts. Southpaw Cat Café was a café with a twist, where one half of the café was a regular café, and the other half was a foster home for cats where customers could play with cats and adopt them.  This was made possible due to a partnership with Kingston Animal Rescue.

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They were tasked with creating a legitimate marketing plan for their then owner to be able to go forth and use. This plan included:

  • A full creative brief

  • Content Marketing sample pieces

  • A redesign of their website

  • Target Market Analysis and Personas

  • Sample direct marketing pieces including posters, and storyboards

HIVE TV

HIVE TV was a custom Shopify website created by Richard and a partner. Their grand idea for this project was to bring an over the top subscription streaming service similar to Hulu, but for Canadians, as one wasn't readily available at the time.

 

This particular project included the building a functioning Shopify website alongside a full marketing plan. The 36 page proposal included:

  • A list 5 different streaming packages to purchase

  • A list of 35 channels for consumers to choose from

  • Target Market and Competitive Analysis

  • A full website plan with a site map and wire frames

  • A content marketing plan with a matrix, calendar, and sample posts

  • A brand guide and principles with sample collateral

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Below are images from the website.

GAMER VAULT

Gamer Vault was a custom Shopify website created by Richard and a partner. Their love of video games, especially those of the past was the inspiration   for this project was to bring  retro video game consoles, games, and accessories to consumers. 

 

This particular project included the building a functioning Shopify website alongside a full marketing plan. The proposal included:

  • A full product list of consoles 

  • Target Market and Competitive Analysis

  • A full website plan with a site map and wire frames

  • A content marketing plan with a 3 sample blog posts and 2 YouTube video podcasts

  • A brand guide and principles with sample collateral

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Below are images from the website

JR. GAELS SOCCER CLUB

In the fall of 2021, Richard and three partners were tasked with assisting the Jr. Gaels Soccer club grow their social media presence with the aim of increasing awareness in Kingston and the surrounding communities. The team created a full social media plan for the club to use.

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This project included:

  • Social Media graphics and concepts

  • Target Market and Competitive Analysis

  • A full content calendar

  • A list of resources to assist with implementation

  • A brand guide and principles with sample collateral

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Below are some slides from the presentation.

LORD & LADY COFFEE

Lord & Lady Coffee is a coffee roastery based out of Deseronto, Ontario. Although uncommon as a small roastery, they are also Fairtrade certified and are serious about providing responsibly sourced coffee. Richard and a partner were tasked with creating a full Integrated Marketing Communications Plan for Lord & Lady.

The IMC plan included:

  • Competitive Analysis

  • Target Market data and personas

  • Social Media and E-Mail campaign mockups

  • A calendar outlining IMC events and activities

  • A Search Engine Optimization/Search Engine Management Plan

THE FRONTS SHOP

During his time at the Frontenacs, Richard assisted with the management of the team’s e-commerce platform. This would include updating product descriptions, pricing, and uploading new products to the website, while also promoting weekly deals on the team’s official social media platforms and in-game. Included below are some screenshots from the Frontenacs Online Store, and graphics used to promote the “Deal of the Week” during the 2021-2022  season.

2022-2023 KINGSTON FRONTENACS SPONSORSHIP BOOKLETS

At the conclusion of the 2021-2022 season, the Kingston Frontenacs began preparations for the 2022-2023 season. This included renewing and obtaining new sponsors for the team, whether that meant in-arena signage, in-game activities and activations, or digital content. Richard was tasked with updating the sponsorship sales booklets with updated imagery featuring the team’s new branding, creative concepts showcasing sponsorship options, and updating pricing and copy in relevant sections as needed. Below are a few screenshots from the  various sales  booklets that were used on the team website.

2021-2022 ONTARIO HOCKEY LEAGUE TICKET DATA

As the Kingston Frontenacs began preparation for the 2022-2023 season, the team needed to research what other Canadian Hockey League teams had implemented in their marketing and sales efforts during the 2021-2022 season, and what the Frontenacs could learn from the data. Richard conducted research on all 60 CHL teams. This included season ticket packages and pricing, flex packs and pricing, and minor hockey/community ticket initiatives. Below are a few screenshots showcasing some of the data collected.

2026 FIFA WORLD CUP CONCEPT

In the summer of 2022, Richard created a full branding concept for the 2026 FIFA World Cup, set to be co-hosted by Canada, the United States, and Mexico. He created a logo,  custom branding and slogans, match tickets, official match ball, concept merchandise, out-of-home advertising concepts, and in-venue concepts for the project.

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