Second Cup Integrated Marketing

Communications Plan
Agency of Record: Avengers Limited
Team Members: Mike Assaad, Victoria Markowski, Adam Mawer,
Cecilia Setiawan & Timothy Wong
MKPD 519 Integrated Marketing Communications
Professor: Suzanne Ross
Wednesday April 9, 2014

Table of Contents
Executive Summary ........................................................................................................................ 3
Brand Review.................................................................................................................................. 3
Overview & Challenge ................................................................................................................... 7
IMC Objectives ............................................................................................................................. 14
Creative Strategy........................................................................................................................... 15
Creative Execution ........................................................................................................................ 18
Media Recommendations.............................................................................................................. 22
Campaign Scheduling ................................................................................................................... 24
Budget ........................................................................................................................................... 26
Conclusion .................................................................................................................................... 29
Appendixes ................................................................................................................................... 30

Executive Summary
Avengers Limited is Second Cups marketing and advertising agency based in Toronto,
Ontario. We develop integrated marketing plans for new and struggling business looking to
obtain a competitive edge over the competition. In this document, Avengers Limited presents an
integrated marketing plan for a national campaign based on Second Cups positioning as The
Coffee Company That Cares in conjunction with the companys 40th Anniversary in 2015. We
are proud to present the Second Cup Cups of Kindness campaign.
The goal of Cups of Kindness is simple: to increase Second Cups brand awareness in a
crowded market. With the Canadian coffee market dominated by fresh ground coffee pods and
high-profile food service operators, Second Cup has become an afterthought. The campaigns
objectives are to raise awareness of their brand identity, increase market share and increase their
social media audience. Our campaign will target a primary market of out-of-home Canadian
coffee, tea and specialty coffee drinkers. The primary target market is young, urban professionals
between the ages of 18 and 30.
We believe that, due to the quality of Second Cups product line that a campaign
dedicated to the promotion of a specific line or product is not necessary at this time. For this
reason, Cups of Kindness is a content-based campaign designed to engage existing Second Cup
customers while encouraging new customers to connect with the brand. With incentives to try
Second Cups product offerings, we believe the quality and service will convert new customers
to frequent customers.

Brand Review
The Company
Founded in 1975, Second Cup is an international specialty coffee franchisor. With the
majority of its cafs in Canada, Second Cup has become the countrys second largest specialty
coffee retailer. Internationally, Second Cup has franchises in countries including Qatar, Oman,
Saudi Arabia, Syria, Bahrain and Jordan. The companys mission is to to continuously grow
through innovation and dedication to excellence, and the vision is to be to be a leading global
Premium Caf Brand. Second Cup employs approximately 4,000 trained coffee associates who
handcraft over 1,000,000 beverages every week (Second Cup, 2014). Recently, the company
implemented a new store design to update their in-store experience and appeal to a more
youthful specialty coffee consumer.
The Product
Second Cup serves an assortment of coffees specialty coffees, teas, cold drinks, and
frozen coffee beverages. Exclusive Second Cup products include flavoured fair trade coffees,
vanilla bean hot chocolate, butter pecan latt, cinnamon swirl latt, Frrrozen Hot Chocolate and

Icepresso. The company also serves a number of seasonal muffins, croissants, squares, brownies
and cakes to complement their current beverage listing. Recently, to capitalize on the at-home
fresh ground coffee market, Second Cup entered into a partnership with Kraft and their Tassimo
pod system. Second Cups signature Paradiso, Paradiso Dark, Caff Latte, Espresso Forte and
Carmelo are now available in-house and at a number of retailers.
Brand Image
Although a well-known Canadian food service provider, the Second Cup brand is still
relatively unknown amongst a crowded group of competitors. However, amongst its current loyal
customer base and even casual drinkers, consumers understand that the Second Cup brand stands
for unwavering quality and service.
Second Cups appeal and quality is backed by the brands commitment that there is a
little love in every cup suggesting that each beverage is hand-crafted with a baristas personal
touch and attention to detail. For Second Cup customers, this often manifests itself through the
form of latte art or a method of preparing coffee by pouring steamed milk into a shot of
espresso and the resulting pattern on the drinks service.
Although the company is in the process of renovating the majority of its company-owned
stores , the company has historically branded itself as a neighbourhood oasis. Second Cup aims
to be a welcoming place for coffee drinkers of all ages to spend their downtime. Thus, while
Second Cups central branding reflects product quality and service, the overall caf experience is
also significant to the brand.
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Commitment to Fair Trade and Sustainability

A significant aspect to the Second Cup brand is the companys commitment to only
selling Fair Trade certified coffee. Fair Trade is a trademark that certifies coffee meeting specific
social and economic sustainability standards (Second Cup, 2014). Fairly traded coffees are
purchased at a premium that reflects the care and attention put into the production of the coffee
by the producer. This premium ensures that the producer is able to reinvest in their land and
workers to ensure sustained development and high quality coffee. This also means that Second
Cup consumers can expect a consistent cup of coffee every time (Second Cup, 2014).
Second Cup also has a partnership with The Organic Crop Improvement Association
which is a non-profit organic certification group and is a global leader in the certified organic
industry. Organic certification is granted to Second Cups Cuzco coffee as it is organically
grown, processed, stored and roasted with no synthetic chemicals coming into contact with the
coffee (Second Cup, 2014).
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Some franchisees are choosing not to renovate due to the high cost and the companys financial performance over
the past five years. It can be argued this is doing a disservice to the brand as it looks to update its old, tired in-store
design to appeal to the growing number of young, urban specialty coffee consumers.

Finally, all Second Cup tea and tea-based beverages are sourced from a member of the
Ethical Tea Partnership which is dedicated to improving the social and environmental conditions
of tea supply chains (Second Cup, 2014).
Therefore, while Second Cup obtains their coffee and related products from sustainable
sources, it can be argued that the company has failed to promote this unique aspect of their
brand. As a result, the brand has faltered with high-profile food service operators and
independents using sustainably grown coffee as a key point of differentiation and, in some
instances, their unique selling point. With an increased socio-cultural and economic focus on
sustainability, these businesses are typically met with success.
Positioning
While its product and service quality is perceived as high, even amongst high out-ofhome coffee drinkers, Second Cup trails significantly behind its competitors Tim Hortons,
Starbucks, McDonalds when it comes to brand image because of their deep pockets and ability
to attract a wider audience. This comes despite Second Cups higher perceived quality of coffee
vs. perceived price.
With Second Cup failing to leverage its longstanding commitment to sustainability, the
food service industry has grown without them. However, we believe that Second Cups
positioning statement as The Coffee Company That Cares does not need to fall by the wayside.
In fact, the company can still leverage it to their advantage as they are competing with a number
of typically impersonal, less compassionate corporate giants. The key, then, in meeting the
marketing goals outlined above, is to breathe new life into Second Cups positioning statement
as The Coffee Company That Cares.
Unique Selling Point (USP)
By keeping the established positioning for Second Cup as the coffee brand that cares, we
believe this can appeal to the Canadian general sense of social responsibility and charitable
giving.
However, while Avengers Limited seeks to improve Second Cups positioning, its USP
will remain the same: Second Cup offers an authentic caf experience through caf experience,
premium quality coffee, and specialty coffee beverages.
Place in the Industry
As Second Cup is celebrating its 40th Anniversary, the company is not unfamiliar to
Canadian out-of-home coffee drinkers. However, these same consumers are largely unfamiliar or
disinterested with the brand and, thus, Second Cup has become lost among food service giants.
Second Cup faces a daunting challenge to re-establish itself in a field of strong competitors:

In 2013, Second Cup captured 0.6% of the available $2 billion retail coffee market.

Second Cups coffee is understood to be high quality yet few know it is sourced through
sustainable methods with accompanying third party certifications.

Second Cups coffee and specialty coffee beverages are sold at a premium price costing
significantly more than quick-serve retailers (Tim Hortons and McDonalds), but a bit less
than leading specialty coffee retailer Starbucks.

Traditionally viewed as a Canadian caf, but has recently experienced success opening a
number of international cafs including in the U.S.

Second Cup stores lack consistency compared to other food service retailers as
franchisees do not want to pay to update the stores dcor and environment.

The company does not have a specific target market strategy instead choosing to target all
ages and demographics equally (youth, working professionals, seniors). (Though the
majority of their consumers fall within the Generation X and Generation Y category.)

Overview & Challenge

The Challenge
As discussed earlier, Second Cups primary positioning is The Coffee Company That
Cares. However, it is our general consensus that this statement is ambiguous and is perceived as
such. In other words, Canadians do not know what the Second Cup brand stands for and, thus,
they have no reason to visit a Second Cup when large competitors offer similar products at lower
or equal price points. Who does Second Cup care about? What does Second Cup care about?
How does Second Cup care about Canadians? Therefore, if Second Cup wants to increase brand
awareness and market share, the biggest challenge facing the brand is to re-position itself in a
way that both transcends food service giants but also connects with Canadians. The Second Cup
re-positioning initiative will include efforts to:

Maintain the statement that Second Cup is The Coffee Company That Cares but make
it truly mean something

Expand imagery to connect with Canadians on a personal and national level

Increase the brands social media footprint and include the brand in new technological
developments

Market Analysis and Industry Overview

The Canadian coffee market, both at-home and food service, is currently saturated with
little room for growth. In fact, 2013 Canadian coffee market statistics include:

$1.9 billion in Canadian coffee and specialty coffee sales (Passport GMID, 2013)

65% of coffee in Canada is consumed at home, mostly at breakfast, with the remaining
35% served by food service providers (CCAC, 2013)

Fresh ground coffee pods are the fastest growing category as Canadians see this as a
convenient at-home coffee making experience (Passport GMID, 2013)

Canadians are embracing specialty coffee and flavoured coffees reflected by the growth
of fresh ground coffee pods (Passport GMID, 2013)

Commercial food service and coffee-on-the-go saw growth of approximately 4%

supported by continuing expansion of caf chains and activities by major coffee shop
operators like Starbucks (Passport GMID, 2013)

Coffee (65%) is the most commonly consumed beverage in Canada

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Specialty coffee is most popular with coffee drinkers aged 13-24, with 22% of this group
preferring specialty coffee (CCAC, 2010)

Canadians prefer to consume on-the-go coffee from companies that share their values and
beliefs (Dunne, 2014)

Market Influences
Demographic Trends

The majority of premium coffee drinkers reside in highly populated, urban cities
(OFarrell, 2011)

Premium coffee and specialty coffee drinkers have a higher than average income with
professional careers MOPEs (OFarrell, 2011)

Consumers are trying coffee or specialty coffee beverages at a younger age largely due to
social and cultural influences (CCAC, 2010)

Men and women are equally likely to be coffee consumers with men drinking slightly
more coffee, on average, than women (CCAC, 2010)

Millennials coming of age are youthful, brand conscious, professionals with disposable
income

Social Trends

Trend towards living a healthy and active lifestyle is pressuring coffee and specialty
coffee retailers to provide reduced fat options

Coffee has become the go to drink for both formal (business meetings) and informal
affairs (meeting friends)

Young professionals are concerned about the social and environmental repercussions of
their coffee choices

Technology

Ground breaking technological innovation has led to a huge increase in at-home coffee
consumers with pod systems including the market leading Tassimo brewer

Out-of-home coffee providers have increased their technology spend by offering such
features as Wi-Fi and apps to attract a more youthful consumer

Environmental

Recent growth in the consumption of sustainable and organic coffees both in-home and
among out-of-home coffee providers (i.e. Partnership Blends)

Consumers, particularly young professionals, want to be reassured that they are

consuming coffee that was responsibly produced, processed and prepared

Economic

Canadian economy has, for the most part, recovered from the 2008 recession

During the recession, premium coffee retailers experienced a massive decline in sales and
market share leading to store closures

Low-end or regular coffee retailers saw sales increases upwards of 5% speakers to the
countercyclical nature of Canadian coffee drinkers (Stanford, 2011)

Swift adaptation of pod brewing systems can be attributed to the recession and a lack of
disposable income for premium coffee beverages (Passport GMID, 2013)

Competitive Analysis
Second Cup is in direct competition with major out-of-home coffee retailers including, but not
limited to, Tim Hortons, Starbucks and McDonalds. Although the company has recently entered
into a partnership with Kraft, the CPG giant is still an indirect competitor.
1. Tim Hortons
Market Capitalization as of April 4, 2014 of $7.66 Billion US (Market Watch
Inc., 2014)
3,500 outlets in Canada providing 75% of Canadian on-the-go coffee a
household name for both young and new Canadians
Very strong social media following with dedicated online communities
Continues to position itself as the best quality-to-value retailer offering different
menu items for different times of day (breakfast, lunch, snacks)
Key element of marketing strategy is the use of promotional contests including
Roll Up the Rim to Win (Passport GMID, 2013)
Brand continues to appeal to Canadians through typical Canadian activities with
Canadians becoming proud of and patriotic towards the brand (Passport GMID,
2013)

 In the process, the brand has redesigned its existing restaurants to move from fast
food to casual dining restaurants to reflect significant menu additions (Passport
GMID, 2013)
2.

McDonalds (McCaf)
Market Capitalization as of April 4, 2014 of $99.8 Billion US (Market Watch
Inc., 2014)
More than 1,500 stores in Canada (Dunne, 2014)
Looking to gain market share by offering free small coffees in all markets
Recently began selling coffee in grocery stores to capture a piece of the large athome Canadian coffee market
Capitalizing on the popularity of loyalty programs, the brand recently launched
McCaf Rewards to encourage repeat visits (Dunne, 2014)

3. Starbucks
Market Capitalization as of April 4, 2014 of 54.8 Billion US (Market Watch Inc.,
2014)
More than 1,000 stores in Canada with plans to open 100 more by the end of 2014
(Dunne, 2014)
Recently introduced a Canada-only blend True North and a Blonde roast
resembling Tim Hortons traditional blend (Shaw, 2013)
Opening over 100 cafs in Target Canada stores (Shaw, 2013)
Understood to be a trendy meeting point for both causal and formal meetings
First major speciality coffee brand to offer mobile payments and a loyalty
program via a mobile application
4. Kraft Canada (Tassimo)
Krafts Tassimo at-home brewing system is an indirect competitor for Second
Cup despite the recent partnership between the two brands
Kraft leads the overall Canadian company with a total retail value share of 32%
compared to Starbucks Canada (6.2%), Tim Hortons (3.2%) and Second Cup
(0.6%)

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 Recently formed a partnership with Tim Hortons to produce their coffee pods
With the at in-caf experience now somewhat available at home, Kraft and its
Tassimo system is a competitor to any major coffee or specialty coffee chain
SWOT Analysis of Second Cup
Strengths

Recognizable Canadian company

Strong presence in a number or urban centres

International expansion with stores recently opening in the U.S. and the UAE

Very knowledgeable customer base they know what theyre ordering and where it came
from

Established and credible supply chain Second Cup has built long-term relationships
with farmers, co-operatives, and processors

Quality, good tasting products Second Cup wants to brew a great cup of coffee

Customer Orientated good customer service with knowledgeable staff

Weaknesses

Current branding is not well known by Canadians

Lack of a clear target market cannot target everyone

Logo looks old and dated

Inconsistent in-store experience due to franchisee system

Some stores look old and dated while others have been re-modelled

Middle man between Tim Hortons and Starbucks in terms of pricing

Lack of product innovation needs more original drinks to grow brand

No signature drink to differentiate (i.e. Tim Hortons Double Double)

Opportunities

Growing trend of coffee consumption

Canadians are now trying specialty coffees at a younger age possible new market
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Expand current product offerings with low fat and low sugar alternatives to leverage
current health trends

No Canadian specialty coffee company is currently leveraging the Canadian brand

identity in their marketing communications

Expand to offer upscale products to be sold at a ultra-premium price

Offer unique sandwiches and flatbreads

Offer an evening menu with unique blends and specialty coffees (i.e. add alcohol)

Treats

The continued expansion of large out-of-home competitors only further saturates the
Canadian coffee market

Continued growth of the at-home retail coffee market and systems like Krafts Tassimo
pod brewer

Heath trends point to specialty coffees unhealthy traits and snacking

Price of pods dropping with greater consumption may hurt in-store sales

Rising prices of coffee markets especially in obtaining coffees that are Fair Trade

Low barriers to entry independent cafs are growing in popularity

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Target Market Analysis The Second Cup Customer

Meet Joe, the archetypal customer of Second Cups target market of 18-30 year olds:
Joe is a 26-year-old single male. He lives in a condominium in downtown Toronto with his
best friend from university. Graduating with a Bachelors of Commerce (Honours) and a minor in
Human Rights, he has been saving to buy his own apartment but likes to spend his hard earned
money on products he perceives to be of a high quality. Plus, he is now working as an Account
Manager at a major investment firm and, thus, has additional disposable income.
At work, Joe is slowly beginning to rise through the ranks and actively runs the companys
internship program. Joe, who received a full-time job after his internship with the company,
believes it is important to act as a mentor for young and unexperienced staff as he was in the
same position only four years prior. Joe believes in a number of causes with many of them being
environmental and social including the importance of sustainably- sourced products. In fact, Joe
makes an effort to learn about the supply chain and labour conditions for the majority of his
purchases. Joe is always mindful of where he shops and often knows exactly what he wants
before he arrives to the store.
Joe is also very tech-savvy and always has the latest and greatest in techno-wizardry.
Whether its a personal or work laptop, the latest iPhone or other personal gadget, he owns it and
is an active user. He is very active on Facebook and often shares videos that reflect his
personality and values. While Joe has an Instagram and Twitter account, he does not regularly
update them.
Joe is a frequent user of public transit as a major subway station is only minutes from his
home. However, occasionally, Joe will rent a car for out of town trips often using a local carsharing program. Working within the rapidly changing yet arguably dreary world of finance and
investments, Joe values his downtime. He leaves an hour or two a night to put his feet up and
watch his favourite television shows. He also enjoys reading a good book on his tablet while
sipping a newly discovered flavour of coffee which he bought after his favourite local caf
recommended it to him. In fact, after a co-worker brought him a coffee last week, hes planning
to share this new blend with his co-worker when he grabs him a coffee on the way to work
tomorrow.

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IMC Objectives
The following are the IMC objectives for the campaign:
1. Define a clear position in the highly competitive food service coffee market for Second
Cup Second Cup cares about Canadians and their social causes.
2. Increase brand awareness in large urban cities with a significant store count.
3. Stimulate consumer purchasing though interactive initiatives and events within the 6
month campaign.
Who
Cups of Kindness will target young professionals between the ages of 18-30 living in large
urban areas. The campaign will target this group through relevant and interactive media.
Where
The key markets for this campaign are Calgary, Edmonton, Toronto, Ottawa and
Montreal as these areas with a large amount of our target demographic and they have the most
Second Cup locations. Therefore, media that cover those markets TV stations, out of home
and posters will be used. Also, there will be an experiential event occurring in a central,
highly populated area within each city.
Vancouver will not be included as the city is dominated by Starbucks.
When
The campaign will run over a 6 month period beginning November 1, 2014 and ending
April 30, 2015. Campaign activities will take a slight hiatus in December 2014 with our media
buy greatly reduced as we felt that the brand would be lost among the holiday advertisers. A
separate, in-store campaign promoting Second Cups holiday beverages will be the primary
focus with possible integration with Cups of Kindness via social media. The campaigns central
activities will occur in January and February to ensure that the Second Cup brand is top-of-mind.
How
As Second Cup is looking to increase its brand awareness and its market share, the focus
of the Cups of Kindness campaign is on frequency as Second Cup must compete against very
large companies. We believe that, by selecting appropriate media vehicles, the campaign has
adequate reach with adjustments based on 1) total target population in that area and, 2) the
number of Second Cup stores in that area. With a large cross country experiential event planned

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for January, we are project this will generate a large amount of earned media through social
channels and increase our total impressions.

Creative Strategy
Creative Objectives
The creative objectives for this campaign are to generate top-of-mind awareness and
move beyond share of mind to capture audience share of heart. In effectively communicating
the core concept of the campaign through appeal, style, and tone, Second Cup hopes to drive
customer-brand interaction and generate brand-oriented conversation.
The Big Idea
Second Cup began in 1975 as a company that cares about providing its guests with
quality coffee in a comfortable setting. Over the years, Second Cup has maintained its
commitment to caring about guests, growers, franchise partners, employees, and the environment
by remaining true to its brand essence and company goals. The companys values move beyond a
simple mission statement or brand positioning to include the development of lasting relationships
with partners and guests alike. Second Cup is truly unique, truly Canadian, and takes pride in its
image as the coffee company that cares about its guests.
The campaign entitled Cups of Kindness embodies Second Cups brand truth as it
relates to the Canadian consumer. The goal of the campaign is to foster goodwill amongst
consumers while encouraging feelings of national pride and Canadian identity as demonstrated
by the willingness of Canadians to take time out of their busy lives in order to do something kind
for one another. The strength of this campaign lies in the ability of Second Cup to maintain its
image as a comfortable, yet modern and stylish coffee shop that serves quality coffee products to
its guests, while championing a sentiment of togetherness, human contact, and community. The
brand employs the idea of the neighbourhood oasis. It aims to be a welcoming place for coffee
drinkers looking for more than just premium coffee but seeking to experience the specialty
coffee shop atmosphere. This fundamental image remains central to Second Cups understanding
of its target market which varies by demographic but consists predominantly of a relatively even
mix of Generation Y and Generation X consumers in their early twenties to their mid to late
thirties. Second Cups recognizability and offering appeals to a number of age groups including
youth, working professionals, and seniors, all united by an appreciation of the brand experience
and, now, its assertive expression of kindness towards others that resonates deeply within
Canadian pride.
Through Cups of Kindness, Second Cup considers how Canadians self-identify in terms
of culture and nationality. In 2013, JWT Canada conducted an online study of 900 Canadians to
measure how they see themselves. Combined with focus group research, the agency concluded
that most Canadians feel more proud of being Canadian than they did five years ago
(Krashinsky, 2014) an insight that presents a promising opportunity for the Second Cup
brand. Beyond the subtle inclusion of Canadian pride (the presence of which will be less than
that of its primary competitors), Second Cup aims to promote more than just food and beverage
quality by focusing on the real drivers of the coffee business those that are emotional. This
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emphasis and the desire to inspire kindness amongst people will echo Second Cups slogan,
Theres a little love in every cup, which speaks both to the quality of the products Second Cup
serves and to their genuine appreciation for consumer patronage.
Despite a competitive landscape which features Starbucks, McDonalds McCaf, and Tim
Hortons (heavily reliant upon a patriotic appeal and hockey fandom) vying for market share and
brand affinity within an overlapping target market, Second Cup will leverage its humble
Canadian roots and established brand positioning in a way that will effectively combine three
core elements: caring for other people, Canadiana, and a quality caf experience. Marketers are
no strangers to the use of advertising imagery to evoke national pride. Brands like Tim Hortons,
Molson and even Budweiser have tapped into Canadiana as a means of bringing their message
closer to Canadian consumers. In ensuring a clear focus on the target market Second Cup, too,
can benefit from this approach.
In combining the brands offering and positioning with the emotional appeal put forth by
its new campaign, Second Cup will supersede the signature caf experience by plucking at the
heart-strings of consumers and fostering a genuine sense of caring around the brand and its
community, thereby capturing a significant share of heart amongst coffee drinkers, encouraging
top-of-mind awareness, and driving increased customer-brand interaction.
Central Theme
Messages across all visual media will feature Canadians who fall specifically within the
18-30 age demographic performing acts of kindness and demonstrating the spirit of giving in
everyday social situations typical of those within that group (e.g. a young professional with his
colleagues who have been working long hours, a group of friends who have gone out for coffee
to treat their friend who is back in town, or a teenager helping his ailing grandfather and the two
are later seen drinking coffee together). In all cases, visual media will feature Second Cup coffee
as an item being given or shared much like kindness is given and shared. What distinguishes this
approach from that of competitor Tim Hortons is that the individuals and activities depicted will
differ significantly to better mirror the brand and target market. Additionally, the Second Cup
logo and campaign hashtag #CupsofKindness will feature in every piece of marketing.
Appeal Technique
The message will combine a positive emotional appeal (with an emphasis on featuring
relatable individuals mirroring the target audience) and a lifestyle appeal (the target will be
shown giving, sharing, and enjoying Second Cup coffee products and engaging in an admirable
social activity).
Style and Tone
The Second Cup Cups of Kindness campaign is:
Heart-warming
Inspiring
Caring

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Canadian
Everyday goodwill
An expression of what brings people together

In order to appeal to and inspire a large audience, Second Cup will present its campaign
in an informative and friendly manner. The big idea considers that people, particularly
Canadians, desire to be kind, charitable, thoughtful, friendly, empathetic, and otherwise
neighbourly towards each other. The Cups of Kindness campaign emphasizes a Kindness
theme in order to give its audience the opportunity to participate in activities that demonstrate the
general well-meaning nature of the brand and to build the brand community. The tone and style
of advertisements will be positive, sentimental, and charming.
In application, the promotional materials will be:
Simple in design and visually representative of togetherness between people
Fairly understated with a warm tonality and recognizable brand elements (logo, colours,
and typeface)
Images of men and women within the target age demographic and some additional
images of those outside of the primary target
Individuals shown will have a relaxed posture and be shown happy, smiling, laughing, or
displaying expressions of contentment
Love in every cup, kindness in every heart.
Share a cup of kindness
The Second Cup logo will be depicted with a soft glow surrounding it to impart a certain
warmth to the brand image
Ultimately, the goal of the campaigns visual material is to evoke feelings of wanting to help
others, enjoy good coffee, and give back.

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Creative Execution
The campaign will rely on the use of online marketing, digital (interactive)
communications, out-of-home marketing, television advertising, experiential marketing, and instore sales promotions. By utilizing an integrated communications strategy, Second Cup will be
able to reach both existing and potential consumers at a macro level while using targeted media
to generate brand awareness and appeal to coffee drinkers in major cities throughout Canada.
The primary goals of the campaign are to generate conversation and interaction around the brand
and to increase share of heart.
The campaign will include out-of-home media encompassing the style, tone, and appeal
of the campaign while featuring a mild product focus to increase awareness of the brand.
Broadcast media will maintain a heavier focus on consumer enjoyment and the stories that form
around the Second Cup experience. Television spots will be 30 seconds and will run from the
end of December to mid-late February. In January, a large experiential event will emphasize the
brands positioning as the Coffee Company That Cares and expose our target market to the
brand and its products. Outdoor posters and transit advertising will encourage consumers to visit
the online campaign microsite, participate in a social media dialogue about the campaign and
brand, use Second Cups mobile app, and take part in the selection of entries for the campaign
grant competition.
Online
Given that the primary target market spends a good portion of their time online, there is
an opportunity for consumers to interact directly with the brand and with each other to form a
community brought closer by the campaign. A microsite (Appendix A) will be created as an
offshoot of the Second Cup main webpage. This microsite will be the hub for the Cups of
Kindness online campaign in terms of content and campaign-related stories.
The heart of the Cups of Kindness campaign is a grant program seeking to sponsor
Canadians who are performing unselfish activities to help their community and other charitable
initiatives. Second Cup will ask Canadians to nominate someone they know who is working
towards the betterment of their community and who they feel deserves to receive a grant from
Second Cup to elevate and continue their good work. In nominating these individuals, Canadians
are also nominating worthwhile causes that need financial support in order to grow and thrive.
These causes may include anything from building a community centre in a community in Canada
that lacks one, opening an animal shelter, developing a program for children suffering from a
debilitating disease, or contributing the save a learning centre that may be closing. The
applications for such a grant are all but limitless. No purchase is necessary to participate,
however online registration is required.

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The submission process requires that a video (at maximum, 3 minutes in length) be
submitted explaining why you believe the individual you have nominated deserves a grant.
Anyone may submit a nomination nominating someone else. Videos in which a person
nominated him or herself will not be considered. Anyone over the age of 13 years of age may
participate, though those below the age of majority in their province may only participate with
parental permission. Each member may submit only one video. Only one video nomination may
be submitted per cause. If multiple individuals are affiliated with the same cause, only one video
may be submitted, either for the collective group or for an acting representative of the group.
Videos are uploaded to the online campaign microsite where registered community
members may vote twice daily for their favourite nominations during the length of the online
campaign. The campaign will begin on January 5, 2015 and run for seven weeks until February
24, 2015. Nominations may be submitted up to an including the fifth week with community
members using the voting system to effectively rank nominations and select finalists for the
campaign grant program. A panel of judges featuring Canadian philanthropists and charitable
organization leaders will select twenty winners for each grant amount from amongst the
community selected finalists. This will be done as a means of risk management to streamline the
process and to ensure that all criteria are met and no ambiguities arise. Campaign program
participation will be open to residents of all provinces.
Upon registering and after each vote, members will be prompted to share their favourite
nominations by email or on social media sites, including Facebook and Twitter (the latter will
automatically include the hashtag #CupsofKindness). Individuals are encouraged to share
nominations as the website filtering system will operate based on activity sorting that will
showcase video submissions with higher vote activity more frequently to users. This will ensure
that, despite a democratic system, clear finalists will be more easily distinguishable by vote
amount nearing the end of the campaign. The website will also include a map feature with
markers indicating the geographic concentration of submissions. Nomination must have the
consent of the nominee the provision of which will be indicated by an agreement checkbox upon
submission.
The URL of the microsite will appear on all promotional materials alongside #CupsofKindness.
Digital (Interactive) Communication Social Media and Mobile Technology
An interactive social media campaign will run in tandem with the online campaign site.
The Second Cup company Facebook page will feature a dedicated Cups of Kindness
application (Appendix B) in the header section next to Photos and Likes that will feature
video submissions from the campaign allowing visitors to Like and Comment on the
submissions. The page will prompt visitors to Like Second Cups Facebook page, thereby
unlocking the campaign and increasing the companys Facebook impressions. Hyperlinks for
voting and video submission will be provided through the Facebook application.
Users are encouraged to share videos, share stories, discuss the nominees, and discuss the
campaign openly on Facebook and Twitter using the hashtag #CupsofKindness that will be
featured on all promotional material during the length of the entire six month campaign. After

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contest winners have been selected, a commercial will be developed running exclusively on
YouTube featuring the grant recipients receiving their winnings from local Second Cup
franchisees. This commercial will run approximately 2 minutes.
In addition, mobile technology will allow iOS and Android users to participate in the
campaign through a new Second Cup app (Appendix C & D). The Second Cup app will feature
a map, store locator, menu and special offers. Push notifications and exclusive coupons
encouraging the downloader to visit a Second Cup will be included. For the duration of the
campaign the app will allow users to connect with the campaign and view video submissions and
cast their vote.
Finally, as our target market typically visit and trust a number of blogs, we will be using
influencers in the form of high profile bloggers to write favourably about Second Cup as well as
do a series on Random Acts of Kindness in the run up to the holiday season.
In-Store Sales Promotion
The Second Cup Kindness Card is a sales promotion offered alongside the Second Cup
Caf Card to customers who purchase a gift card during the campaign. Those purchasing a gift
card or Kindness Card for a loved one, coworker, or friend during the Cups of Kindness
campaign will earn an additional $1 for every $5 spent on the card. For example, the customer
will pay for a $20 card but will have an additional $4 added to its value at no additional cost. The
cost to Second Cup to implement this promotion is low as the cards value is in retail pricing. For
each additional $1 added, it will only cost Second Cup about .25 cents based on their retail
markup. This is an excellent way to increase brand awareness and market share as it is unique to
Second Cup and Kindness Card money cannot be spent elsewhere.
Out-of-Home
In major markets, transit posters (Appendix E & F) will deliver the message and raise
awareness for the campaign for current and potential customers who are on the move. The
decision to stop for coffee is often made when people are in transit, presenting an ideal
opportunity to remind them about Second Cup. King posters, seventy posters, interior cards and
station posters will be used across various markets. Cups of Kindness will employ billboard
advertising in a select few markets.
Television
Television has the ability to reach the target audience with a strong visual message
capable of emphasizing the emotional appeal of the campaign and its goals. This integrated
campaign will embrace network television with targeted primetime ad placements ensuring a
high level of brand recognition.
The Cups of Kindness television commercial will consist of a single 30 second spot to
be aired on a single channel during specific programs enjoyed by our target audience. Taking full
advantage of the reflexivity of the medium, the focus will be on depicting kindness in practice

20

and encouraging viewers to participate in something that is both an act of goodwill and whose
result is directly determined by the participants intervention and interaction. The goal of these
television commercials is to inform and persuade the audience to take an active role and to
explore the stories of those involved.
Experiential Marketing
The experiential component of this campaign will occur on the third Wednesday of
January 2015 and will promote both the Cups of Kindness contest and Second Cups product.
In Canada, mid-January weather often features frigidly cold temperatures leaving Canadians
scrambling to get warm, often with a cup of their favourite coffee or specialty coffee. As a
massive act of kindness, Second Cup will demonstrate that it truly cares about Canadians by
serving one million cups of free coffee in the campaigns targeted cities.
The event, called One Million Cups of Kindness, will be centered around a mobile
Second Cup store (Appendix G) staffed by local Second Cup staff wearing branded merchandise
including hats, scarves, jackets and gloves matching campaign branded elements. Each city will
offer two types of available coffee: Second Cups original blend Royal Blend and a
flavored alternative to promote Second Cup as an innovator and uniquely Canadian. The
flavoured blend selected for each market will be based solely on Second Cup sales within that
market.
During the event, those receiving their free coffee will be encouraged to share photos via
their social media channels using the hashtag #OneMillionCups, as well as the established
#CupsofKindness. A press release will be released a few days prior to the event to encourage
extra media participation and coverage. And, of course, there will be plenty of waste bins located
around the cite that will be able to recycle the environmentally friendly cups.

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Media Recommendations
Media Objectives
Media objectives for the campaign are as follows:
1. Reach 70% of the Second Cup target market across all platforms within the duration of
the campaign.
2. Increase brand experience by 50% and share of heart by 30% amongst target audience.
Media Habits of Target Market
The target audience of urban, young professionals is often extremely busy with little time
for themselves. This group consumes the majority of their media while on-the-go using mobile
devices. In fact, within the 18-30 year old demographic, over 80% currently own a smartphone
with the average owner installing 30 applications and using at least 12 of them each month. With
the rise of social media and social networks, YouTube now attracts nearly 50% of Canadas
online video market due to its ease of use and accessibility (CBC, 2012).
With increased adoption of mobile technologies, the relevance of social media has
increased significantly. In fact, among our target demographic, the first thing they do in the
morning is check their smartphone and social networks before they even get out of bed! More
than a third check it in the bathroom with nearly 50% stating that theyre compulsive about
checking their smartphones and 42% admit to feeling anxious when disconnected (Georges,
2012).
Our targets television habits vary significantly even within the 18-30 range. Those
within the 18-24 demographic consume the majority of their media through their social networks
as their day progresses. Those in the 25-30 demographic often scan the days top stories at the
end of the day to stay informed on the goings on around them. Additionally, 18-24 year olds are
less likely to watch traditional television and, thus, be exposed to traditional commercials aimed
at a mass audience. Often, with the rise of services such as Netflix, they will wait until they have
enough time to watch an entire season of a show in a day or two. On the other hand, those in the
25-30 age demographic often will schedule an hour or two an evening to relax while watching
their favourite television show(s) and will be exposed to traditional advertising.
In Canada, the most popular television network within our target demographic is CTV
and is the most popular broadcaster in Canada. According to BBM statistics, CTV has a 22%
lead over its next leading network (Global TV) in capturing Canadians 18-34 during primetime
hours. Within its schedule, the most popular shows for 18-34 year olds include CSI, Amazing
Race, Greys Anatomy, Castle, Criminal Minds, Big Bang Theory, Two and a Half Men, Marvel:
Agents of Shield and the Daily Show (BBM, Canada).
Strategic Media Recommendations

CTV will be our one and only channel for our television commercial. As the network
captures the largest number of Second Cups target audience, it is a logical choice. Also,
as our target audience is typically highly educated and is keen on global issues, our ideal
shows to place the Second Cup spot include The Big Bang Theory, Marvel: Agents of
Shield and The Daily Show.
Large media buy for out-of-home, particularly transit. Our target often works/lives within
close proximity to public transit.
A large social media presence through both the Cup of Kindness contest but by
encouraging earned media during events.
Develop a Second Cup application for both iOS and Android platforms. This is a great
way to develop a personal connection with the user and satisfy their media habits.

23

Campaign Scheduling
Please refer to Appendix H to see the Blocking Chart, detailing the scheduling of the campaign.
November
The campaign will begin upon the conclusion of the typical fall beverages (i.e. Pumpkin
Spice) on November 1, 2014 with the launch of the new Second Cup mobile application. This
will be promoted in-store. At the same time, heavy transit advertising in terms of king and
seventy posters will begin appearing across our key markets with slight variances based the size
of the market. Also, our microsite will be launched promoting the campaign and teasing the
video submission contest to be launched in January. Second Cup will begin using the hashtag
#CupsOfKindness in all company tweets.
December
With the majority of major coffee chains and other retailers doing very heavy
promotional work during the run up to Christmas, weve decided that we want to minimize our
media scheduling as to not try and compete with the big guys. However, the microsite and
social media will still be active. Also, we will schedule our blogging element during this time as
our target demographic often read blogs for gift ideas and tips for the holiday season. We will
also be launching the Kindness Card as the popularity of giving gift cards has rapidly increased.
January
Without a doubt, January will be the campaigns biggest month in terms of impressions
and scheduling. Beginning during the final week in December, the Cups of Kindness television
commercial will air for 2 months on CTV during a select number of shows appealing to our
target market including The Big Bang Theory. Out-of-home advertising for transit will be
maximized with increased GRPs for interior cards in select key markets with the return of King
and seventy posters across all markets. Horizontal posters (billboards) will also appear in three
target cities.
On January 5, 2014, the video submission contest will begin on the campaign microsite
and through a custom built Facebook application. To help promote both the video submission
contest and the brand, the experiential event will be held on Wednesday January 22, 2015.
Weve selected this date as, typically, the weather is not great and people are generally unhappy
with the passing of the holidays and the beginning of work and school again. Second Cup wants

24

to be their pick-me-up and do a kind, Canadian gesture by offering one million cups of free
Second Cup coffee. A press release detailing the event, the locations and Second Cup would be
released the week prior.
February
Interior cards will be scaled back decreasing the total number of GRPs. Following
Januarys intense scheduling, we felt we should scale back some of our elements yet still remain
very visible within the market. Transit advertising will continue and submissions for the video
submission contest will conclude on February 24th to provide adequate time for judging. TV
spots will end a week before the contest closes.
March
All markets will scale back their transit advertising further yet still be visible in major
urban cities through the final month of our station buys. The contest will be closed and the top
video entries with the most Likes and comments on Facebook and the microsite will be
reviewed by the panel of esteemed judges. Grant money will be delivered to deserving
individuals around the 3rd week of March. The Kindness Card offer will also conclude at the end
of the month and be evaluated as a possible long-term program.
April
Our final campaign element, YouTube, will be used to create commercials depicting
grant winners receiving their money and putting it to good use as they look to impart kindness
and goodwill upon their communities. At the end of the month, the microsite will be closed, the
Second Cup app will lose the ability to participate in the campaign (yet still remain highly
functional) and social media will wrap up.
Second Cups next campaign will begin in May, likely promoting cold drinks for the summer.

25

Budget
Please refer to Appendix I to see the Budget, detailing the total spending for Second Cups
Cups of Kindness campaign.
A number of calculations were conducted in order to ensure the viability of the creative
and scheduling plans. The estimated total cost of this campaign is approximately $4,782, 195
across all channels with an approximate savings of $217,805. The justifications and cost
breakdowns can be found in the sections listed below.
Transit Media
Second Cups key customers are between the ages of 18 to 30 years old, meaning that
many of our would-be customers are either in school or in a professional position. To account for
this, the IMC campaign will dedicate a large portion of its financial resources towards transit
advertising. Montreal, Ottawa, Toronto, Edmonton, and Calgary are our key markets for the
campaign. The plan is to invest in King Posters, seventy posters, and interior cards, station
posters and horizontal posters (billboards).
The GTA represents the largest market for Second Cup, and accordingly, the budget will
be proportionately higher for this region. King Posters are valued at $336,150, and are inclusive
of Torontos various public transport vehicles. On that same note, $295,050 will go to
advertising on the rear of the vehicles, as our target audience will see these out on the street, or
alternatively if they are driving in traffic. A small amount of $30,000 will be included horizontal
posters due to the large highway system running through the city, and the plan is to position
these ads along those roads or highways that go in the direction of a nearby Second Cup. For
interior cards onboard the vehicles, eight weeks of advertising is to be budgeted for half of
Torontos transit fleet, while one month during January will see our ads on the entire fleet. Both
of these amounted to $87,360 each. Torontos large number of stations also facilitated the need
for posters which, based on the Pattison data has been valued at $306,000 for standard, full-size
poster advertisements at around half of the stations in the GTA. In sum, the cost for Toronto was
$1,141,920 and was again justified on the grounds that this city has the largest population of
Canadians, and the largest number of Second Cup locations in an urban centre.
Ottawa presents another major market with twenty-five stores, and a large student
population based in Carleton University, The University of Ottawa, and Algonquin College.
Ottawas savvy consumer base provides us an opportunity to advertise Second Cup in this locale,
and for Ottawas transit system, $174,375 will be allocated from our budget. This is divided into
$80,100 for King Posters and $62,400 for advertising on the rear of the vehicles. This is based on
how nearly all of Ottawas public transportation depends on buses (excluding the O-Train).
There are no opportunities to buy station advertisements. The alternative is to purchase three
months of interior advertising for half of the fleet. This is valued at $31,875.

26

Our next urban centre is Edmonton, which boasts thirty-nine stores in the city. Again,
our plan is to utilize exterior and interior advertising on the vehicles, and buying station posters
for transit, and also out-of-home advertising. The rationale for billboards both here and in
Calgary is that the lower cost of fuel in the province might see more drivers who would not see
the interior or station advertisement materials. Horizontal posters amounted to $107,300, while
King Posters and vehicle rear advertising amounted to $105,450 and $104,625 respectively. The
interior cards cost $44,000 spread out between half of the fleet for two months, and the full fleet
for one month. Posters at LRT stations will cost $26,000, with our total for Edmonton being
$387,375. The cold weather and large number of stores in the city is our justification for running
the campaign here.
Calgary has thirty-one stores in the city. The transit lines for light rail run through the
university campuses in the city, which again is why so much of the budget was spent on transit
ads. For the King and Rear Posters, the amount that will be allocated is $108,120 and $123,840
respectively, while horizontal posters are valued at $131,720. Again, this is meant to take
advantage of the lower fuel costs in the province meaning that there is the possibility will view
the station or interior advertisements. Interior cards are to be used in half of the transit vehicles
for two months and in the entire fleet for one month amounting to a combined total of $47,660.
Placing posters at the transit stations, especially those near the city core and the university
campuses have been deemed highly important, and $46,250 will be allocated to this venture. In
sum, the total cost of advertising in Calgary is $457,620.
Montreal represents our final key city with twenty-six stores. King and Rear posters will
cost $256,410, and $258,540 respectively, while interior ads are valued at $269,855 (half for two
months) and for the full fleet at $133,190 for just one month. $264,195 will be dedicated to
station buys. The total advertising cost for Montreal being $883,905. While this cost may seem
high, we felt it was extremely important to heavily advertise via transit as the city has a high
population of students and embraces the classic caf culture.
YouTube
The popularity of YouTube as an advertising and entertainment medium makes it the
perfect spot to showcase our campaigns results for the target demographic. Our production
estimates are valued at $15,000 for a single commercial, 2 minute commercial which would be
based on video submissions and participants receiving/using their grant money for the greater
good. As YouTube operates on a pay-per-view cost system, $200,000 will be allocated for this
buy. With an average cost of $0.20 per view, this allows us to obtain one million views for the ad
before going over budget.
Television
Broadcasting on CTV, a major Canadian network, provides further opportunities for
Second Cup and our campaign. Budgeting for 18 commercial spots over a period of two months
27

during three different CTV shows, the airtime cost for each show is $288,000, for a combined
cost of $864,000. The popularity of our selected shows among the 18-30 demographic increases
the cost. However, the increased exposure will be of great help to the Second Cup brand.
Mobile Applications
The cost to build an application for Second Cup will be $15,000 for both iOS and
Android platforms. Thus, the total cost will be $30,000. Second Cup is lagging behind other
brands by not offering their consumers, typically heavy users of mobile technology, an
application. The Second Cup app will drive customers to the store and will likely pay for itself
quickly.
Social Media
In brief, social media includes operating a Facebook Page and a Twitter account that
would be directly related to our campaign for Second Cup. This was budgeted for approximately
$2,000 to cover both platforms. As a further act of kindness, that money will be spent on hiring
two interns to operate the Facebook and Twitter accounts. Another $30,000 is to be spent on the
creation of a Facebook application. Combining this with the YouTube advertisements, the total
comes to $230,000. Spending on both Facebook and YouTube is critical as this is where the
majority of our target demographic consumes their news and entertainment.
Experiential One Million Cups of Kindness
To keep costs at a minimum, we plan to utilize Second Cups pre-existing stock of cups
and coffee. In particular, we will use their extra small cups for samples. We plan to offer two
types of coffee in each market Royal Blend, and one flavoured variety. This will also be taken
from Second Cups pre-existing stock. The cost of manufacturing the mobile shop is
approximately $3,500 each and has been factored into each citys cost along with on-site posters
(taken from existing campaign) and other promotional materials.
Ontario, Torontos Yonge-Dundas Square will cost an estimated $15,000, while setting
up near the University of Ottawa will cost an estimated $7000. In Quebec, Montreals Victoria
Square will cost $12,000, and in Alberta, setting up at the University of Alberta in Edmonton and
at the University of Calgary will cost $8,000 and $11,000 respectively. The combined cost for all
of the provinces will be $53,000 for experiential marketing.
Prize Money
A major component of the Cups for Kindness campaign is providing an incentive for
people to undertake projects for the benefit of others in the community. To ensure this, the
campaign will offer 20 grants valued at $25,000 each as part of the contest. Once calculated, this
means that the budget will have $500,000 set aside for the contest winners.

28

Conclusion
Canadas coffee market is an especially competitive and lucrative one. There are many
companies that are competing for domination, with the three major ones being Second Cup, Tim
Hortons, and Starbucks. Starbucks is a massive multi-national corporation with a strong foothold
in Canada while Tim Hortons is often viewed as the quintessential Canadian coffee company.
This poses a major challenge to Second Cup as the market positions of the All-Canadian
coffee company and the premium position have been seized by the aforementioned competitors.
This is not a reason for despair, as there are ways to correct this issue and capitalize from similar
tactics.
Somewhat stereotypically, Canadians as a people are viewed as being a multicultural and,
more importantly, a very kind-hearted group of people. This is the primary motive behind the
Cups of Kindness campaign. Second Cup can easily take on both of its rivals with its excellent
products but their greatest challenge at present is its lacklustre brand awareness in comparison
with its competitors. Our campaign will be targeting Second Cups primary customer base
which, again, is lies roughly between 20 to 30 age bracket. The communications plan will utilize
transit advertising, social media, television, out-of-home advertising, experiential marketing,
sales promotions, and mobile applications specifically. This campaign will raise brand awareness
for Second Cup, elevating the companys position in the Canadian market. The main challenge
for the brand is not a matter of quality, but a lack of top-of-mind awareness and share of heart
for the Second Cup brand.
Cups of Kindness will ensure that this brand awareness is achieved while humanizing
Second Cup as The Coffee Company That Cares. Additionally, it will reaffirm the Canadian
cultural identity as being one of kindness and caring.

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Appendixes
Appendix A Microsite

Appendix B Facebook App

30

Appendix C Second Cup Application

Appendix D Second Cup Application

31

Appendix E Poster Example

32

Appendix F Poster Example

33

Appendix G Mobile Store

34

Appendix H Budget

35

Appendix H Budget

36

References
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Canadian Press. Smartphone use way up in Canada, Google finds. April 6, 2014.
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Coffee Association of Canada. 2010 Canadian Coffee Drinking Survey. April 2, 2014.
http://www.coffeeassoc.com/coffeeincanada.htm
Coffee Association of Canada. 2013 Canadian Coffee Drinking Survey. April 2, 2014.
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Dunne, Melissa. Tim Hortons vs the world: Canadian coffee wars. Metro News; February 25,
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Gorges, Mary. 90 percent of young people wake up with their smartphones. April 7, 2014.
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Passport GMID. Coffee in Canada. Passport GMID; March 2014.
Passport GMID. Starbucks Corp in Consumer Food Service (USA). Passport GMID;
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Second Cup. Our Story. Second Cup Inc. April 3, 2014. http://www.secondcup.com/bestcafe/our-story/
Shaw, Hollie. Starbucks Canada to open 150 outlets in biggest expansion ever. Financial
Post. April 2, 2014. http://business.financialpost.com/2013/02/08/starbuckscanada-to-open-150-new-outlets-in-biggest-expansion-ever/
Stantford, Jim. Coffee profits are grounds for a raise. The Globe and Mail. April 2, 2014.
http://www.theglobeandmail.com/globe-debate/coffee-profits-are-grounds-for-araise/article580877

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