Content Marketing Plans

A content marketing plan is a strategic plan that focuses on the production and distribution of content for a consumer audience. The plan ensures that content is relevant, valuable, and consistent, not only for the consumer but for the brand or company too. When planning a campaign it’s a great example of when a content marketing plan is helpful, and smart. Learn more about content marketing plans below and check out the one I’ve been working on.


The positioning Strategy Statement: King’s Town Beer Company offers students in Kingston the friendliest environment to drink crafted beer.
King’s Town Beer Company is aiming to increase brand awareness and store traffic. This will be done by targeting mature college and university students that enjoy drinking beer. Objectives will be achieved by using a campaign that runs from January to March.
The campaign will be a friendly winter theme that provides winter fun in the Kingston area and how to survive the cold weather. The winter theme will focus on showing how the brewery is the friendliest brewery in Kingston. This will be done by engaging with the community in different winter activities, such as hosting events that involve winter and beer or offering their customers something valuable or useful.
The theme will be creatively influenced by beer majority of the time. If content isn’t directly about winter, then it will somehow offer customers a convenient way to survive the cold and snow. Such as easy D.I.Y beer crafts or beer recipes using ingredients you can find at home.
The campaign will use the following content tactics: Traditional print(door hanger/ postcard), social media (Instagram, Facebook, Twitter), Videos, Vlogs/Blogs (how-tos, D.I.Y’s), in-person events.
Sample of content:
Vlog/ Video – Screen Shot 2018-01-05 at 2.28.19 AM
Due to being a millennial, using a majority of social media & online advertising is the best way to reach their audience. Also allow content to be accessible on mobile devices – Millennials rely daily on technology on the go. Not only will social media reach their audience better, but also be more cost effective. They use less traditional advertising, but still will use promotional offers that give the consumer something of value, such as coupons or a discount. Research shows the offers value has to be worth it enough to even intrigue the consumer.
I hope my content marketing plan has gave you some insights for future campaign planning. Remember when creating a content marketing plan it takes a lot of strategic and creative thinking. The success of a company or campaign could depend on the plan too, and how well it reaches their target audience. This means it’s important to put a lot off effort, work, and research into the plan.
For more info about content marketing plans, please visit:

Ask An Expert at SLC

Videos are a great source of content marketing. They not only raise more awareness for your brand, but it will also allow you to engage with you target audience more. It gives the customers something that’s more intriguing and memorable – Something that they’re more likely to make a connection with. Even if you think it’s not in your company’s budget, it’s always beneficially in the end using a video.

As an example, my group members and I have produced and edited a short video. The client was St. Lawrence College. They offer a wide variety of different programs, such as from marketing to nursing. The school not only gives students world-class education, but they also provide students with a professional environment to study or learn in. The college is also a friendly and welcoming environment, where students and professionals can work, meet, or socialize. They have many different resources and services to help students too while attending college. Such as food bank, test centre, career service, and more.

The purpose of this video was to produce a unique ‘ask the expert’ video for St. Lawrence college, that reminds students to not stress and that it’s okay to laugh.  The video is an entertaining view on how to be a successful student at St. Lawrence college, and how to handle college stress. The target audience is students at St. Lawrence college that are stressed about school, and need a little laugh. Students that are in their final year or have attended SLC for at least a couple of years. The secondary target audience is new students who are interested in coming to St. Lawrence. An entertaining video, that’s easy to share on social media will raise awareness for the college and possibly gain future student interests.

The tone of the the video is funny, and entertaining. The message was how to be a successful student at St. Lawrence college, and how to handle the daily stresses of college life. The video was an ‘ask an expert’ styled video. Advice and tips are given by our humorous, yet brilliant expert. We also wanted to imply in the message that going to SLC is fun.
Completing this video assignment went well because using the video equipment was easy and accessible. We were also already trained on how to produce and edit videos, and we felt comfortable recording and doing the assignment. I also had great team members to work with, who were smart, and creative. Even though I had a great team, the most challenging aspect of this project was finding time to meet with group members between class time or outside of school to record the video. If we had more time to or could do it again, I would improve quality of video recordings and editing. I would make sure all sound was equal throughout the video and have shots more aligned.
What interested me most about this assignment was that we had to pick a tactic or theme randomly out of a box. In conclusion the key take-away from this exercise is that you can create a video within a short amount a time, even if you think it’s not possible. It just may not be perfect. And if your company is deciding on what kind of content to use, video is almost always a recommendation.
View our video at: Ask An Expert

Podcast Reflection

For our content marketing class, students had to create a podcast for a company. The podcast was required to be at least 15 seconds. The company I picked was called Kingston Psychic’s. The objective of the pod cast was to offer listeners information about how palm readings work, advice from an expert and the chance for them to experience it themselves.

Students had to identify:
What they wanted their audience to
Know: Learn about palm readings and why they are beneficial to people
Go: To the website or go for a palm reading at Kingston Psychics
Do: Visit website & sign-up for chance to win
Buy: More palm readings in the future

Target Audience:
The target audience is women between the ages 40 – 50. Intrigued by mystery, hopefulness, and curiosity. Divorced or single. Needs motivation in life. Believes in psychics. Hopeful about seeing into the future for better luck. Middle income class. Lives alone. Has an older child off in college. Has experienced a death in the family. Hasn’t had a palm or psychic reading before.

The tone is informative, relaxing and optimistic. It will also be reassuring. Experts will appear as guests daily to provide advice, information, and testimonials. The appeal techniques are fear, humour, and specific emotions. Psychic readings can bring up different kinds of emotions depending on results of reading. Also expertise and knowledge from guest speakers when it’s informative content.

The audience will be engaged by the call to action. The call to action is asking them to visit the website for a chance to win a free palm reading. Appeals to their ideal self. Fulfills the need for people to feel excitement, curiosity, and hopefulness. Messaging intends to be calm and reassuring. Will inspire people to get a palm reading.

In conclusion the assignment was fun and I learn that I could successfully create a podcast. If I could do it again though, or had more time I would improve the quality of voice recording and lenght of podcast. Saying the script without messaging up was the most difficult part – It took practise. Once figuring out topic or theme, it was easy and fun to write a scrip.

Listen to my podcast at the follow link:

Read full document:

Social Audit

   A social audit is a strategic technique that’s completed to understand, measure, verify, report on and to improve the social performance of an organization. It is a useful research strategy that marketers use to analyze a company’s social media channels and their competitors. For our integrated digital media class I have completed a social media audit for two local bakeries in downtown, Kingston.
   Card’s Bakery is a classic, delicious bakery that has been in Kingston since 1987, and anyone from Kingston knowsCard’s is the go to place for quality, fresh, traditional homebaked goods. From cookies, to sausage rolls card’s has a great variety that nobody could resist. Crave Cafe is fairly new to Kingston but has quickly became a hit spot. Not only do they provide delicious bake goods but they’re also a great cafe to hang out in. They’re a bakery, coffee house, and a full service kitchen. To learn more about these bakeries please visit their websites or social media pages.
   After completing the social audit three main conclusions were made.Card’s Bakery could use these conclusions to improve their social media marketing. It will help them engage more with their audience and build more awareness of their brand. They are:
1 – Staying current on social media is important
2 – Using a variety of content is more engaging – Promotional & Non-Promotional
3 – Using social media platforms that your audience is using/ or are trendy is important
   Card’s Bakery could improve their social media strategy by using Facebook along side their other channels. To reach customer engagement goals it’s suggested to use a combination of both promotional and non-promtional content, and Card’s uses a lot of content to promote the bakery. I feel if they embraced the city and community more they would connect more with their audience. Also continuing to post on a daily basis is important so your followers or audience don’t forget about you or lose interest on social media. Card’s has a website and is a great business but it seems they have failed at attempting to keep up-to-date on social media. They are also currently not using Facebook, and that’s one of the more trending platforms today. With a little bit of help and a social media campaign I think Card’s Bakery could really benefit.
Social Audit
Social Audit for Card’s Bakery & Crave Cafe By Jessica Madore
   I think social audits are great tool for companies and marketers to use. If your company or organization needs to improve their social media strategy a social audit is a great place to start. It will provide you with the research you need to compare your social media channels, your competitors, and show you where it needs to improve. For more infomation about social audits go to,
Card’s Bakery Website:
Crave Cafe Website:

My Intro to IMC

   To me it made sense to go into a creative field – I was always the kid making crafts or coming up with some creation.My grandmother tells me I should have been a veterinarian but last June I graduated from St. Lawrence College with an advanced graphic design diploma. Recently I have started a new educational journey  and I’m now taking the Interactive Marketing Communications grad program at St. Lawrence College.
Graduation Picture
Graduation Picture
   I decided to take the IMC program because I’m interested in learning more about marketing. The first week I was really nervous to start a new program – It meant new courses, new teachers, and new classmates. In the beginning, I found it easy to adjust from the graphic design program to the IMC program. I was worried at first that I wouldn’t know anything about marketing, but I think the graphic design program and IMC course are a great combination for future grads. The two courses allow students to take their existing education or knowledge and expand on it. Not only that but the courses use some of the same terms, and same kind of projects too (blogs, creative briefs, websites). I feel confident with my graphic design background that this course will be a success for me and my future. To learn more about the program go to the following link, .
   One of my favourite classes so far is Integrated Digital Media. The social media aspects of the program is really intriguing and catches my attention. We learn about different kinds of social media platforms, when you can reach your audience best, and how to analyze data. The part I have enjoyed the most is how a social media campaign works. An online program through Stukent ( allows us to run a hypnotical social media campaign and then analyzes the data afterwards too see how successful the content was. You can see how many impressions, engagements, and conversions the company would hypnotically make.

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  I enjoy all the IMC courses but another one of my favourites is the Content Marketing class. Recording and editing videos have been a lot of fun, and I can’t wait to see what the other half of the course brings. For the first seven weeks the course focuses on video then the last seven weeks are all about the content. I’m also looking forward to working with one of my former professors. So far we have learned the video and editing basics for creating any video.
  I would recommend the Interactive Marketing Communications program to future graphic design or marketing grads that want to continue their education. It’s a great course to learn more about marketing. The program is great for people who love to solve problems, research, and anaylze data.

A Little Motivation

Letterpress printer and designer, fine artist, and family man, Vince Perez is one of Kingston’s most talented designers. His studio, Everlovin’ Press, is known for specializing in readymade and custom letterpress work. Not only is Vince a talented printer and designer, but he is also involved in many community organizations. He has an eye for detail and believes in original ways of producing work.
While being a graphic design student at St. Lawrence College I’ve had the honours of meeting Vince and hearing him speak. He was a quest speaker for our entrepreneurship course, and I met him on portfolio review day – I really appreciated his feedback and advice, and felt lucky to have been paired with him for reviews. I think Vince is really inspiring and has motivated me to believe that it is possible to be a successful graphic designer in the Kingston area. He’s inspired me to work hard for the things I want in life, and that it’s okay to be working on multiple things at once, just remember to take care of yourself too.
One of the community organizations Vince is part of is the Fat Goose craft fair. It’s a non- profit holiday season craft fair based in Kingston and has been running for 8 years by volunteers. Their goal is to create opportunities for crafts people of any stripe to exhibit and sell their work to the public. The Fat Goose Fair offers access to affordable, high-quality handmade goods to the public. Want to apply or interested in attending this event? Visit the website at
When Vince talked to our class and I spoke with him on portfolio day he also gave some great advice. I asked him if he had any suggestions on being a graphic designer in Kingston and he told me that with Kingston being a small town it’s best to be involved in many different things to expand your network and opportunities in the city. Some more advice he gave was:
1- Know your niche or your unique skill. Don’t be afraid to be different.
2- Communication & good relationships are important
3- Believe in yourself
4- Don’t be afraid to make mistakes or take risks.
Vince Perez is an inspiring printer and designer, who’s very talented and known as a renaissance man. Everything he does, he does with passion and this drives the motivation that keeps him creative and working hard. Want to learn more about Vince and his work? Be sure to check out his website or follow him on Instagram @everlovin. There’s no doubt you won’t be inspired too!

Do You Know the RGD Rules?

Over the last few weeks our class has studied the RGD rules. To me all of the rules seem very important to follow, but one rule that stood out to me was rule #6. Rule #6 states, “I will ensure I receive compensation for graphic design services that I provide except for pro bono work”.

From webinar, Understanding The Basics presented by Hilary Ashworth, Julian Brown RGD, and Stussy Tschudin RGD.

As a student RGD this rule means to me that I will not provide graphic design services without receiving a fair compensation in return, unless it’s for a pro bono project. It’s important to me, as a graphic design student that our work is appreciated and valued. This means I will limit the amount of my time and work that I donate and that I will not donate my services to charities, or organizations that have the ability to pay for services. To also provide all clients with an invoice, including pro bono work but with a 100% discount that still shows the value of my donation. When charging for design services I will also always use a fair compensation rate that is suitable for my qualifications.

The following example shows how easy it is to not receive a fair compensation for your work. Nathan is an RGD grad student who loves to skateboard, and follows all of the top skate companies on social media. His favourite skate company has recently asked followers to submit concepts for a board design. The winning submission will receive $250 and 1 of the final skateboards. Designing for a skate company would be one of his dream jobs, if Nathan submits a concept would he be violating the RGD rules?

Yes. The company is using their reputation to take advantage of designers instead of hiring one. This devalues the work of graphic designers. This is a form of spec work – also known as crowdsourcing, which violates the RGD rules because the designer would not be compensated fairly for their work. Nathan shouldn’t participate and should inform RGD so the Ethics Committee can make the company aware of the issue and recommend how to properly find assistants with designing new materials.

I will incorporate this rule into my design practices by not participating in spec work or encouraging anyone else to. I also wont participate in any skills tests unless it’s part of a job application. Terms must be agreed upon before taking the test, and no work will be used in any commercial way. Before engaging in design work I will use a contract and proposal to clarify all project details between the client and I, to ensure it follows the RGD rules. This way work can be determined in advanced if it’s pro bono, freelance, or spec.

As I begin my graphic design career I will make sure I incorporate all of the RGD rules into my design practices. Do you know the RGD rules? If not I highly recommended checking them out on the RGD website at, Not only is great advice for graphic designers to follow during their career, but it also helpful.

What Really Counts

Over time I have realized there’s more to being a great graphic designer than I thought – It’s also important to overall be a good person in your work and be professional. That means it’s about more than just having top marks and portfolio.

While studying the RGD Rules of Professional Conduct, I choose to look at rule #1 a little deeper. The first rule is, ‘I am committed to meeting the professional standards of the graphic design industry and working towards the betterment of the profession across Ontario, Canada, and Internationally’.

To me as a student graphic designer this means being professional in all aspects of my graphic design work is important, so I can be successful in the industry and achieve great impacts with my work that will inspire and innovative others. It’s important to do this by being honest and responsible for upholding the industry standards. As a student graphic designer it’s my duty to lead by example to show others what they can achieve in their work and motivate them to do the same.

An example of when this rule could be used is, I see someone breaking several RGD rules while working, but they’re not an RGD member. In this case I would not report it to RGD because the Rules of Professional Conduct only apply to RGD members. Check out the full list of RGD Rules of Professional Conduct on their website, at this link All RGD members are required to follow these rules while working as a registered RGD graphic design.

I will use this rule, along with the other RGD rules, to help guide me through my graphic design career and remind me to be professional. It’s my responsibility to always continue my design education, and I will also only represent RGD if I’m a member. While learning the RGD handbook and these rules, I have realized there’s more to being a good graphic designer than I thought, and that it’s important to overall be a good person.

Board Games Over Time

Growing up most of us remember playing board games such as clue, sorry, monopoly, and more. Over time these board games have changed. It’s not the game itself that changed but the design that changed. This could be the design of the package, the board itself, the logo, or the game pieces.

The history of board games starts a long time in ancient times. The games were mostly engraved in caves or tombs and were written with symbols, signs, pictograms, or icons. The oldest board game was found engraved in tombs from 3,500 B.C. The game was called Senet. Mah Jong, which is still a popular game today, was found etched into titles from 800 AD.

Senet engraved in tombs


Overtime classic board games have changed; Most of these changes have been improvements. Some of the logos and packaging have been re-designed so legibility and contrast are better. Legibility hasn’t just improved on the packages but on the game too. Different typefaces have been used and more hierarchy was used. This also increased readability. Some improvements were made in the technical design of games. Such as the game Mouse Trap – When I was a child I remember being ecstatic over the game, but of course it fell apart every time. Today the game is better designed and more sufficient.


Today apps are more popular than board games, and people are almost always using technology. Kids are also more interested in playing on a device than playing a board game. This creates more competition for the board games. To reach today’s target audience most classic board games now have an app designed to be played on a phone or tablet and a website to play online.


Looking back we know that board games have been around for along time and have changed a lot. From typography to technology many things are different and have even improved. I think it’s important for kids to still play physical board games and want more board games to be designed specifically towards kids. My favorite board game was The Game of Life. What was your favourite board game and how has it changed?

Check out some more great articles about boardgames changing: