Heartwood Vegan Restaurant (Halifax, NS, Canada)

Heartwood Vegan Restaurant (Halifax, NS, Canada)

Question 1

The primary objectives for the two channels will be to communicate customer value and actualization of the objectives of marketing communications mix namely the public relation, advertising, personal selling and sales promotion of the products and services offered at the restaurant.

Social Media

Social technologies provide organizations, both large and small, with avenues for developing connections with their clients. This provides a platform for the restaurant to share information with its clients and in the process reducing the incidences and opportunities for occurrence of marketplace exploitation. Social media provides a means of undertaking public communications and marketing activities with the stakeholders and customers respectively. It should be noted that for the organization to succeed in the utilization of social media, it must deviate from the traditional use of Web 2.0 as a means of marketing; rather it should focus on utilizing this platform as a means of collaborative engagement with customers and stakeholders. This is critical towards providing and sourcing of information between the entity, consumers, and stakeholders. Using social media will enable the organization to gain information on issues such as ambience, product quality and costumer satisfaction with respect to the services provided.

Direct Mail

Direct mail can be termed as a form of communicational action that anticipates a direct reply through mail or any other delivery services that are executed through postcards, catalogues, audiotapes, fliers, brochures, video and audiotapes, and other promotional items. Geo-marketing as a form of direct mailing can be utilized to optimize the marketing campaign. This provides a means of graphic representation of information with respect to the profile of costumers in Halifax for an efficient distribution and sales plan. Geo-marketing will optimize utilization and allocation of resources by enabling preliminary planning and analysis of the market. This is done with respect to the selective tendencies of consumers in Halifax by focusing on their respective preferences based on location or neighborhood.

Question 2

Social media

Social media platforms can be understood to be real-time avenues for generation of consumer activity given that they provide for real-time interactions and engagement with the customers. Utilization of various social media platforms can be effective in developing real-time engagement given that majorities of consumers around the world are gradually using Web 2.0 as primary platforms for purchasing. In addition, the availability of information in the internet such as in social media platforms can enable existing and potential customers to make decisions with respect to preferred products and services. Social media is highly effective for generation of awareness over the services and diverse dishes provided by the entity to the customers.

Direct Mail

This is a relatively effective form of engagement and more sore in enhancing sales by increasing customer traffic. Its effectiveness is manifested by the possibility of selection of the various primary segments of customers for the intended marketing message or communications. The targetability provided by direct mail is critical towards enabling measurement of various aspects such as customer satisfaction through product and service offerings and the creative and innovative elements within the various products and services.

Question 3


Question 4


Social media

Social media seeks to enhance customer engagement and interactions with the business in their respective online social locations. The social media campaign can be utilized towards collection of critical information that would be subsequently used to enhance service delivery and customer satisfaction.

  1. Provide a source of service and product innovation for the restaurant
  2. Provide a source of information over opportunities and problems inherent in the service or food industry
  • This can also be utilized as a platform for testimonials over the high quality of service ambience and food delivered to customers
  1. Customers can utilize social media as a platform for sharing customer service tips that would enable the entity optimize its service delivery system

Direct Mail

Customers are a critical source of invaluable information to the business in terms of the quality of service, food, and ambience delivered by the staff. In addition, this can also be utilized as a means of undertaking changes and enabling innovation and creativity towards optimization of the various business processes.

Question 5


Question 6

Assignment #2 – Direct Marketing

(10 points)


Heartwood vegan Restaurant

Halifax, NS, Canada


The goal of this project is to analyze and critically evaluate any direct marketing efforts, which will be part of your campaign.  Direct Marketing includes: interactive electronic media, social media and viral marketing, direct mail, inbound telemarketing (i.e., consumers can call toll free number from an ad), outbound telemarketing (i.e., sales calls directly to consumers), infomercials, or home shopping networks.  You should employ as many of these tools as you feel necessary but should have at least two.  Please evaluate your proposed efforts in terms of the questions below.  Please summarize your analysis in 5 or less typewritten pages.

(1) What are the objectives of each effort (i.e., what kind of impact do you think these efforts will have on consumer information processing and decision making)?  How will you measure the objective?

(2) How are the campaigns effective in generating attention and reception?

(3) Is it a good match for the type of product/service and target market?

(4) What would be some advantages of this these efforts (relative to other communications)?  What would be some disadvantages?  How could these be addressed?

(5) What type of message strategy is employed?  Is the message being portrayed by these efforts consistent with the product/service message being portrayed in the other communications in the mix?  If not, why?  How will these efforts affect the’ image’ of the product/service?

(6) How do the direct marketing efforts compare to what some of the major competitors are doing?  Do they provide the product/service with a competitive advantage?  Why or why not?  If not, how can they be improved to do so?





The instruction paper will be uploaded.<br /> you must think locally only (in Halifax).<br /> <br /> The two forms we chose are social media & direct mail.<br /> <br /> you must answer the questions twice, once with social media and once with direct mail.<br /> <br /> and please call me to make sure you guys got all the instructions.<br /> Thank you

I want to ensure the writer got instructions right. it is important i get a high mark in this assignment

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