2020/2021 was a difficult year around the globe for many industries. Industries saw closures, reduced demand and a change in consumer preferences. One industry that was hit hard was the restaurant industry. This is where you come in. You will be working to help drive sales at Proof Lounge. You can choose to either focus on Covid-safe in-person dining or take-out/curbside pickup orders. The client is open to taking your suggestion on what age group, gender, ethnicity and/or level of household income they should target. They want you to pick a group that you believe you will have the highest success rate with and that you believe will continue to be a reliable customer for them in the long run. You will be promoting either in person dining or take-out/curb side pickup.

Please do not provide delivery service options such as Door Dash or Skip the Dishes, as using those services cuts into our profits: Your overall goal will be to gain 150 new customers for the restaurant. Ideally these customers will make a purchase during the campaign but then also make purchases in the future as well.

Tasks

1) Determine a viable target market to focus your attention on. Prepare a target market persona and then in one paragraph explain why this is the best market to focus on

2) Create a direct mail piece (sales letter) that you feel would be effective in meeting the objectives laid out by the client. Please ensure that you create all aspects of the direct mail piece (letter with elements, envelope, inserts if applicable).

3) Outline how many people you will send your direct mail piece to and their location

4) Provide an overview of what it will cost to mail out (Canada Post) the piece that you created

Target Market Profile, a PDF of your Envelope design, a PDF of your letter, and any inserts

Include a list of the neighbourhood postal routes you will be targeting, the total number of mail pieces, and the associated costs (Canada Post), don't forget printing cost also (source yourself)

Include branding and CTA on the envelope and in the sales letter