A Gap in Awareness: How Conexus Proposed a Strategic and Targeted Marketing Campaign for a High Potential Canadian QSR Franchise

Client: A Midsized Canadian QSR Franchise

Proposal: The client had several established franchise locations across Canada, and was trying to move into the province of Ontario. Upon probing the primary market, Conexus discovered the brand had a strong concept and was poised to grow in the Canadian QSR market. However, even though the brand had a very loyal patronage, there was a severe lack of awareness of its presence in the local markets in which franchise locations operated in, as well as on the national level. Conexus provided management with a proposal, detailed with market research, on the need to implement local and national marketing campaigns with the objective of generating awareness and trials of its locations. The proposal also instructed and laid out a process on how the brand should seek out and leverage specific strategic partnerships with academic and commercial institutions since their targeted customer was in line with these communities.

Results: The proposal was accepted by management and marketing efforts are underway. Conexus also created the framework and initiated the institutional strategic partnerships laid out in the proposal.

Additional Notes: This project led to a fruitful relationship between Conexus and the client, with the client later contracting Conexus to advise them on the disposition of a lagging section of their business.