Build awareness
Make more local customers aware that Patricia Street Deli also had a bar and evening experience.
Integrated Marketing Campaign · Client-Based Academic Project
Client Patricia Street Deli
Reintroducing a Jasper staple to a new Edmonton audience
After relocating from Jasper to Edmonton, Patricia Street Deli was entering a new market while also introducing something new to the business: a bar. Our team developed an integrated campaign to better understand the local audience, build awareness around the bar and give people more reasons to visit and come back.
01 / Context & Challenge
What was happening?
Patricia Street Deli had been part of Jasper for around 20 years before the 2024 wildfires forced the business to relocate. After reopening in Edmonton, the deli was working with a different local audience and a new business environment.
The Edmonton location also introduced a bar experience. While the deli already had a strong identity as a sandwich shop, the bar was much less visible and was not yet something customers naturally associated with the brand.
Our challenge was to introduce this new side of Patricia Street Deli without losing the warm, community-focused personality people already connected with.
Jasper, Alberta→Edmonton, Alberta
02 / Objective
What did the project need to achieve?
Drive visits
Give people stronger reasons to visit outside the usual lunch period through events, promotions and bar-focused communication.
Encourage return visits
Create reasons for customers to come back through ongoing events, rotating offers and a loyalty concept.
03 / Audience
Who was the work for?
Rather than assuming who the campaign should target, we used customer research to understand who was already visiting Patricia Street Deli and what could encourage them to engage with the bar.
A 63-response customer survey identified working adults aged 30-45 as the strongest primary segment, followed by adults aged 46-61. Students remained relevant because of the deli’s proximity to MacEwan University, but they represented a smaller share of the survey.
The research pointed to an important gap: people could already know Patricia Street Deli while still not thinking of it as a place to visit for drinks or an evening experience.
63Survey responses
30-45Primary audience · Working adults
46-61Secondary audience · Adults
04 / Research
What helped shape the direction?
The work began with the business, its customers and the area around it, not with making ads. We combined customer survey responses and owner conversations with a review of the website and social channels, competitor and neighbourhood observations, local geographic research, search behaviour and SEO analysis.
Google Trends · AnswerThePublic · Ubersuggest · Website and SEO review
What we found
Patricia Street Deli was still strongly associated with food and sandwiches.
What it meant
The campaign needed to make the bar more visible without separating it from the existing brand.
What we found
Working adults aged 30-45 were the strongest group in the customer survey.
What it meant
After-work occasions, social events, Happy Hour and evening experiences became more relevant than a student-first campaign.
What we found
Customers showed interest in experiences and events, while awareness of the bar was not consistently turning into trial.
What it meant
The strategy needed to give people a reason to experience the bar, not simply tell them it existed.
What we found
The business had opportunities around digital discoverability and physical visibility.
What it meant
The recommendations included paid search, local promotion, SEO improvements and stronger storefront visibility.
05 / Strategy & Campaign Planning
How did the pieces work together?
Campaign Concept
The Global Departure
The campaign used travel as the creative thread connecting Patricia Street Deli’s international drinks, the owner’s travel influences and the idea of discovering something unexpected inside a familiar local business.
Rather than relying on one channel, the campaign was designed as a series of connected reasons to discover the bar, visit it and return.
01
Awareness
Social Media · Flyers · Radio · Meta Ads · Google Search · Local Visibility
→
02
Interest
Event Content · Happy Hour · Themed Nights · Bar Promotions
→03
Visit
Trivia Nights · Watch Parties · Country Nights · Friday Fiesta · Special Offers
→04
Return
Passport Loyalty Program · Rotating Events · SMS · Ongoing Promotions
This journey is a portfolio framing of how the proposed tactics worked together. It is not measured customer behaviour from a live campaign.
06 / Execution
What was created and delivered?
The final proposal brought the campaign to life across digital, in-store and local media. The creative pieces shared the same broader campaign idea while serving different moments in the customer journey.
Campaign & Experience
Global Departure campaign concept · Passport Loyalty Program · Golden Hour Layover and themed nights · Trivia Nights · Watch Parties · Happy Hour
Content & Creative
Social campaign concepts · Event posts · Happy Hour creative · Flyers and posters · Tabletop flipbook · Passport card · Window visibility concepts
Paid Media Planning
Google Search and Meta Ads plans · Audience targeting · Keyword research · Budget and reach estimates · A/B testing plan
Planned and costed, not launched as live campaigns.Media & Promotion
Radio planning and pricing · 30-second radio script · SMS concepts · Local print promotion · PR and influencer recommendations
01 / Campaign Creative
Event & Campaign Creative
Different event concepts were developed as connected reasons to experience the bar.
02 / Campaign & Loyalty
Global Departure & Passport
The travel concept connected international drinks with a repeat-visit mechanic. My individual contribution was especially hands-on across this creative direction and passport system.
03 / In-Store
Happy Hour & In-Store Promotion
Selected tabletop concepts paired bar offers with familiar deli favourites.
04 / Local Print
Introducing the location
The local flyer brought together the bar, food, people and contact details to help nearby residents discover the Edmonton location.
05 / Media Planning
Proposed Paid Media
These were campaign plans and estimates. They were not launched as live campaigns, and the platform figures shown are not reported as achieved results.
06 / Local Visibility
Improving Local Visibility
The campaign also considered how customers physically discovered the new location. A window concept explored a more affordable alternative to permanent signage.
07 / Recommendations & Measurement
How would we know it was working?
Because this project focused on campaign development rather than live implementation, the work ended with recommendations and a measurement plan rather than final performance results.
Success could be evaluated through a mix of awareness, engagement and customer behaviour.
Bar awarenessSocial engagementPaid-media reach and clicksEvent attendanceDrink salesRepeat visitsCustomer feedback
Feedback Loop
We also created a customer feedback survey to gather post-campaign feedback and understand how people experienced the bar and the campaign.
Interested in the thinking behind the work?
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