During my study at George Brown College, I collaborated with a group to create an integrated marketing campaign for the grand opening of Longo’s new store in Mississauga. With mentorship from Professor John Paulo Cardoso (former Art Director at Estée Lauder Companies Inc.) and insights from a visiting former VP from Longo’s, our objective was to deliver a multi-channel, community-rooted campaign targeting every segment of the store’s diverse local audience.
Our team not only developed campaign messaging, OOH placement, and event-based engagement tactics, but also created a comprehensive media block chart to align timelines and message sequencing across touchpoints.
The Objectives
- Build brand awareness of the new Longo’s location in Port Credit
- Engage with Port Credit’s family-focused, community-conscious audience
- Leverage cultural moments and location-specific insights to generate foot traffic
An integrated marketing campaign isn’t just about being everywhere—it’s about delivering the right message, at the right time, through the right channel, to create one seamless brand experience.
The Strategy
Our integrated campaign was structured around four components:
Out-of-Home Awareness:
A double-sided billboard near Snug Harbor restaurant captured both vehicular and foot traffic during the busy September launch season. The creative focused on fresh, local ingredients and the iconic Port Credit Lighthouse.
Community Event Activation:
We tied Longo’s presence to the “Paint the Town Red” Canada Day parade, positioning Longo’s as a supporter of Canadian heritage and multicultural values. Branded food vendors with live butcher experiences showcased Longo’s freshness in real-time.
Targeted Messaging by Segment:
We used geographic, demographic, and psychographic segmentation to define target groups (e.g., health-conscious families, local foodies, active retirees). Messages were customized for each cluster.
Media Block Chart:
Our group created a detailed media flow calendar that mapped campaign activities across phases and channels—from pre-launch hype to grand opening engagement and post-launch loyalty campaigns.
The Execution
I personally contributed to campaign integration, ensuring all components—from billboard visuals to live activation—worked together with shared themes and sequencing. I also worked on pitching the media block chart, aligning channel choices and timing with audience behaviors.
Key tools used:
- Consistent visuals and tone across channels
- Hyper-local references (e.g., Mississauga Canoe Club, Memorial Park)
- Community-driven CTA messaging
The Results
- Strong alignment across digital, print, and experiential channels
- Strategic use of OOH and event marketing to drive local engagement
- A fully integrated plan that could be realistically implemented with measurable KPIs
Professional Insights
For new retail store openings, an integrated campaign should:
- Begin with wide-net awareness then narrow down with targeted CTAs
- Anchor campaigns in local culture and seasonal activity for relevance
- Use real-life interaction (e.g., food tastings) to create memorable impressions
- Employ visual consistency and cross-channel timelines to reinforce messaging
The Conclusion
This campaign for Longo’s demonstrated how a strategically integrated approach—rooted in community insight and timed engagement—can drive real-world awareness and foot traffic. The experience further developed my skills in media planning, consumer segmentation, and campaign orchestration.
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