QUEEN’S UNIVERSITY

SMITH SCHOOL OF BUSINESS

COMM 131 QUIZ 3

Student Number (Required): 20256055 Section Number (Required): 005

Student Name (Optional): Adam Khamis

INSTRUCTIONS TO STUDENTS:
1. This quiz is worth 5% of your final grade in the course.
2. The quiz has one multiple-part question (a-d) and the weight assigned to each part is indicated
at the end of each part.
3. The quiz also has a maximum word limit of 500 words. Please respect the word limit. (The limit
represents the total maximum number of words across all parts). Microsoft Word has a word
count function (Review > word count) so consider using that to stay within the guidelines.
4. Please submit your quiz by uploading it to the appropriate D2L folder no later than 11:59 pm ET
on Friday, Nov 18, 2022. When returning your document, please adhere to the following:
a. File Name: Name your document using your student number: e.g., 12345678.docx
b. File Type: Submit your document as either a Microsoft Word (.docx) or an Adobe
Portable Document (.pdf) file only.
5. A form of Universal Design for Learning (UDL) has been implemented for this quiz – 72 hours to
complete the deliverable. This means that, although the deliverable is intended to take 30
minutes to complete, all students are given 72 hours (11:59 pm ET on Nov 15, 2022 to 11:59 pm
EDT on Nov 18, 2022) to do so. As such, this UDL arrangement satisfies all extra time academic
accommodations.
6. The quiz is open book and is to be completed individually.
a. While you can discuss the quiz and your approach to answering the questions with other
students in the class, it is ultimately expected that your submitted response will be an
original response that is your own individual work.
b. All submissions will be screened using Turnitin.
c. The quiz is meant as practice for your closed book, timed final exam and so you may
want to practice writing it in such a way.

GOOD LUCK!

This material is copyrighted and is for the sole use of students registered in COMM 131 and writing
this quiz. This material shall not be distributed or disseminated. Failure to abide by these conditions
is a breach of copyright and may also constitute a breach of academic integrity under the University
Senate's Academic Integrity Policy Statement.
Locality

Locality is a Kingston-based catering company founded by Lisa Smith, an alumna of the MBA program at
the Smith School of Business. Over the coming year, Lisa wants to focus on growing her business and
substantially increasing her revenues. Typically, a catering contract for a corporate lunch is priced
around $16/per person, whereas a wedding can range between $60/per person to $120/per person,
depending on the range of the menu they are asked to provide. Lisa believes that Locality has the
capability to provide a range of high-quality catering options to various types of customers, while
continuing to use locally-sourced food options.

Lisa decided to pursue growth through the creation and launch of an Integrated Marketing
Communications (IMC) campaign, oriented around the “Eat Healthy Food, Sourced Locally” concept.
This concept is primarily focused on the corporate lunch market, consisting of local businesses with 10 –
100 employees who often need a variety of lunch options during the week. These customers value
buying from local businesses who have high-quality food, but they are also price sensitive. Locality’s
recent market research report suggests that a large portion of their potential customers are not yet
aware of Locality’s services, which offer competitive prices on a range of delicious and healthy food
options.

On Locality’s website, Lisa explains that her company is founded on her belief that:

“Eating local can be both easy and delicious, no matter what the occasion. For corporate clients who
need impressive catering options that won’t break the budget, Locality offers customizable options to
suit everyone’s tastes and dietary needs and preferences.”

Currently, customers can submit their order inquiries using the “contact” form on Locality’s website by
leaving their name, phone number, email address, and any additional comments that they may have
about their order. They can also reach the company by phone (also listed on the website) during work
hours (Monday-Saturday, between 9am – 5pm).

Locality also has an Instagram page that Lisa does her best to keep active. She tries to post at least 5-6
photos every month, usually of various menu items. The account currently has 685 followers, though
each post, on average, gets 10 likes and 1-2 comments.

As a marketing consultant for Locality’s owner Lisa Smith, you are responsible for designing the IMC
campaign, which has the following objectives:

By the end of 2023:

Objective 1) Increase the number of repeat customers (who already used Locality before, as of today)
by 20%.

Objective 2) Increase the number of first-time customers by 25%.

Objective 3) Increase Locality’s brand awareness by 30% among their potential customers, to be
measured again at the end of the year using the same market research company.

*By customers, we mean businesses, and not individuals.

For this assignment, you are asked to create an IMC campaign for Locality by suggesting two
promotional mix tools for each objective. See the list below for different tools that you might use.

Tools

1) Traditional Advertising

2) Digital Advertising

3) Personal Selling

4) Sales Promotion

5) Public Relations

6) Direct Marketing (traditional)

7) Direct Digital Marketing

8) Social Media Marketing

9) Influencer Marketing

*You are allowed to use the same tool more than once for different objectives as long as you clarify how
you will tailor its use according to each objective.

*You are also allowed to integrate different tools (e.g., if you are using direct marketing, the content of
your message may include information about an upcoming sales promotion). In this case, that will count
as two separate tools, but you should still provide a rationale, as well as a potential downside of each
tool separately.

*When describing the execution plan, your recommendations should be as concrete and actionable as
possible. For instance, if you are using traditional advertising, you should include what the ads will say
and where the ads will be placed (e.g., Natural Geographic magazine / Globe and Mail newspaper). The
examples must be realistic and specific.

After identifying the tool and the execution plan, you should also include a rationale for selecting the
tool for that objective, and identify a potential downside or risk associated with the tool and/or your
execution plan.

See the table below that shows how you will be graded for each part of this assignment. You can also
use it as a checklist to make sure you answered all of the required components.

Grading Rubric Objective 1 Objective 2 Objective 3

Tool 1 Tool 2 Tool 1 Tool 2 Tool 1 Tool 2

Tool name 0 pts 0 pts 0 pts 0 pts 0 pts 0 pts

Execution plan 5 pts 5 pts 5 pts 5 pts 5 pts 5 pts

 Rationale for 5 pts 5 pts 5 pts 5 pts 5 pts 5 pts
selecting the tool

Potential downsides 5 pts 5 pts 5 pts 5 pts 5 pts 5 pts

/ risks associated
with the tool and/or
its execution

* The remaining 10 points will be based on the extent to which your campaign communicates a
unified and consistent message across different tools.

Important: The company and the information mentioned in this case are entirely fictional. You may
need to make certain assumptions when answering the questions. This is perfectly fine, just make
sure you state them clearly.

Good Luck!
Objective 1: Increase Repeat Customers
Promotional Mix
Tools:

1. Direct Marketing
2. Sales Promotion

Execution Plan:

Direct Marketing consists of targeting consumers on an individual basis to obtain a response,

encourage a purchase and build a relationship. Sales Promotions are short-term incentives to
encourage immediate action. To execute these promotional mix tools, Locality should send out text
messages to previous consumers, they have already gathered this data through their contact forms
for ordering proposes. Firstly, the message should have the consumers full name and express the
company’s appreciation for their previous order and specifics regarding their previous order.
Thirdly, the message should include a coupon code offering a 15% rebate on any orders completed
within the next 7 days.

Rational:

- Using text messages is effective because in everyone carry’s their cell phone and checks it
consistently throughout the day.
- Including the consumers full name and previous order specifics mitigates the risk of
consumers viewing the message as a spam mass message. Furthermore, since they are
previous consumers, this will help build up the relationship between the consumer and
company.
- Offering a rebate rather than a coupon code would be particularly effective for these
consumers because they have previously ordered and justified the retail price during that
time. Offering a rebate would also increase the points of satisfaction, they would be
satisfied when they receive their order and then again, a couple weeks later when they
receive their rebate cheque.

Associated Risk:

- Data Privacy – the case does not specify whether the consumers order contract included a
term opting them into promotional material.
- Consumers may view the message as SPAM resulting in harmful effects to brand image.

Objective 2: Increase First-Time Customers

Promotional Mix 1
Tool: Sales Promotion

Execution Plan:
Distribute a coupon code for 15% off first time purchase through all advertisement channels. The
code itself should be reflective of the deal, for example “FIRSTORDER15”. To encourage immediate
action, the coupon should expire within 7 days and authenticate that order is the consumers first
order. During the promotional period, Locality should track the metrics of consumers using the
coupon code and assess the success of the promotion.

Rational:

- Distributing the coupon code on all advertisement channels maximizes the exposure and
ensures consumers know that the promotion is running.
- A promotion attracts attention and stimulates a quick growth in sales, aligning to the
objective.
- The 7-day promotional period provides a sense of urgency to purchase.

Associated Risk:

- Consumers utilizing the code without being first time consumers.

- Sets a lower reference price for returning consumers.
- Attract deal prone consumers.

Promotional Mix 2
Tool: Personal Selling

Execution Plan:

1. Cold calling potential consumers in the target market.

2. Integrate a live chat window on the company website allowing customers to ask questions
about orders before placing them.

Rational:

- Cold calling is highly effective two-way communication creating a personal relationship

between the caller and consumer.
- Speaking on the phone allows consumers to ask questions easily and allows the business to
tailor services to their needs.
- The Live chat window is quick and easy to use, consumers in today’s day and age are
comfortable communicating online. The chat window is also providing leads and is
inexpensive to operate.

Associated Risk:

- Cold calling is time consuming and expensive to conduct.

- Reach is limited to the people you call/visit the website.
- Business is responsible for finding leads.

Objective 3: Increase Brand Awareness

Promotional Mix
Tool:

1. Public Relations
2. Social Media Marketing

Execution Plan:

Locality should highly focus on their social media presence and expanding their audience. Firstly,
they need to improve their Instagram page by posting at least 5 times a week with quality content
that engages consumers. An example of this would be putting a question in the description to
encourage consumers to comment their opinions. These comments would help with the Instagram
algorithm allowing for organic exposure to new consumers. Secondly, they need to establish a
LinkedIn page that outlines core business features, employees, services provided, and brand values.
Thirdly, they should focus on creating short form content that can be posted on TikTok, YouTube
Shorts and Instagram Reels. These videos should be aesthetic and highlight both the production
process but also consumer satisfaction.

Rational:

- Social Media is an effective way to broadly reach consumers in an authentic manner and
creates a strong relationship between consumer and the business.
- LinkedIn signals professionality and legitimacy to others in the professional world.
- Short form content is the most engaging and popular in 2022. Posting the content on
TikTok, YouTube Shorts and Instagram Reels maximizes exposure.

Associated Risk:

- Posting low-quality content

- Not being interactive
- Not utilizing paid advertisement
- Hard to target specific consumers