The Palette (3 Colors)

1. Rust Orange (#B35C38) – The Soul
2. Mustard Gold (#DAA62A) – The Groove
3. Dusty Teal (#4A6A6A) – The Character

For Rewind Rags, I wanted a palette that felt like a curated thrift to find from the 1970s. I used a triadic colour scheme (muted versions of orange, yellow, and blue) to create a sense of balance that feels vibrant but grounded.

The Rust Orange (#B35C38) brings a sense of warmth and comfort, while the Mustard Gold (#DAA62A) adds an optimistic, retro spark that grabs attention. I rounded it out with Dusty Teal (#4A6A6A) to give the brand a sophisticated, earthy edge. This palette supports my brand’s values by leaning into nostalgia and authenticity. It tells customers that we value history and craftsmanship, but the muted tones keep the look trendy enough for a modern digital space. It is a mix that feels as unique and inviting as the clothes on our racks.

Project Summary

For this project, I developed a custom colour palette and mood board for Rewind Rags I CREATED, a vintage-inspired brand focused on sustainability, storytelling, and timeless style. I selected a three-colour triadic palette—Rust Orange, Mustard Gold, and Dusty Teal—to evoke warmth, nostalgia, and character while maintaining visual balance and cohesion. Each colour was chosen intentionally to reflect the brand’s personality and values, with muted tones ensuring the look remains relevant in a modern digital space. The accompanying mood board brings the palette to life through vintage textures, curated imagery, and retro details, reinforcing the idea that every piece has a story. Together, the palette and mood board create a cohesive visual identity that feels inviting, authentic, and thoughtfully curated.

Table of Contents

1. Executive Summary
2. Introduction
3. Audience Analysis
   1. Primary AudienceSecondary Audience
   1. Audience Differentiation
4. Problem Identification
   1. Core Problems
   1. Content Solutions Across the Funnel
5. USP and Brand Story
   1. Unique Selling PropositionBrand Story
   1. Communicating USP Through Content
6. Content Formats
7. Distribution Channels
8. Content Management & Workflow
   1. Workflow and ToolsFrequency Plan
   1. Tracking & Analytics
9. Attract, Convert, Close, Delight
10. Real-World Examples
11. Conclusion

1-Executive Summary

Pawfect Pet Spa is a boutique grooming and spa service in Ontario that specializes in grooming, spa treatments, and premium pet wellness products. This content strategy leverages Pawfect’s unique selling proposition—premium, holistic care—while addressing its customers’ needs for trust, convenience, and professional pet wellness.

The report answers six key strategic questions: (1) audience, (2) problems solved, (3) USP and brand story, (4) content formats, (5) publishing platforms, and (6) management workflow. It also integrates the Attract–Convert–Close–Delight methodology to demonstrate how content can drive both bookings and loyalty.

The result is a practical, professional, and actionable plan that positions Pawfect Pet Spa as Ontario’s leading pet spa, delivering measurable growth in awareness, engagement, conversions, and retention.

2-Introduction

Pet ownership in Ontario is growing, and with more owners treating pets as family members, demand for premium grooming and wellness services continues to rise. Pet parents are actively seeking trusted providers that offer not only grooming but also holistic care, comfort, and specialized attention for their animals.

Pawfect Pet Spa is positioned to capture this opportunity by delivering elevated spa experiences, high-quality natural products, and personalized service that sets it apart from standard grooming businesses. This report outlines a targeted content strategy to strengthen Pawfect’s market presence. It defines ideal audiences, addresses their needs, and highlights Pawfect’s unique value, while providing a detailed plan for content development, publishing, and campaign execution to directly support business growth.

3-Audience Analysis

The primary audience for Pawfect Pet Spa is composed of adults aged 25 to 55, with a slight female skew, who have disposable income and live in urban or suburban areas of Ontario—especially Toronto and its surrounding communities. These individuals are passionate about pet lovers who view their pets as family members, place a high value on wellness, and willingly invest in premium services. Psychographically, they are proactive in seeking holistic care and comfort for their animals. They are also active on social media, tend to research thoroughly before making purchases, and keep up with the latest wellness trends, making them highly engaged and likely to seek out trusted providers for their pets’ needs.

The main customer base for Pawfect Pet Spa consists of adults between the ages of 25 and 55, women, who have discretionary income and live in urban or suburban locations in Ontario, particularly in Toronto and nearby areas. These pet owners treat their animals as beloved family members and prioritize their pets’ well-being, making them eager to invest in high-end grooming and wellness services. Psychologically, they actively pursue holistic care and comfort for their pets and stay informed about the latest health and wellness trends. They often use social media, conduct extensive research before buying, and are drawn to trusted, reputable providers for their pets’ needs.

Secondary Audience: Gift Buyers and Enthusiasts

• Shoppers looking for pet wellness gifts (e.g., gift cards, spa bundles).
• Pet enthusiasts who consume online content for ideas, inspiration, and trends.

Secondary Audience: Gift Buyers and Enthusiasts

• Pet gift shoppers: These are people looking for special presents for pets, like spa gift cards, wellness bundles, or custom treat boxes. They want to give unique gifts for events such as birthdays or holidays and often look for ideas online or on social media.
• Pet enthusiasts online: This group includes bloggers, influencers, and pet lovers who share tips, reviews, and creative ideas about pet care. They follow trends, recommend products, and post about their experiences with things like spa treatments for pets.

Audience Differentiation

• Pet Owners: Emotional storytelling, wellness education, transformations.
• Gift Buyers: Seasonal bundles, promotions, and product showcases.

These groups represent the spa’s highest-value and highest-frequency customers. Serving them builds recurring revenue while expanding brand reach.

Why This Audience Matters: These groups represent the spa’s highest-value and most frequent customers. Serving them ensures recurring revenue and widens the brand’s reach.

Pet owners and gift buyers form the core of Pawfect Pet Spa’s business. Pet owners seek quality, regular spa care, and value personalized service, ensuring steady business and loyalty. Gift buyers and enthusiasts expand the spa’s audience by purchasing gift cards and sharing their experiences online, boosting brand visibility and sales.

Both groups are highly engaged online, making them ideal targets for digital marketing and community building. By focusing on these audiences, Pawfect Pet Spa secures reliable revenue, grows its reputation, and stands out as a leading spa destination in Ontario.

4-Problem Identification

Pawfect Pet Spa is a premium grooming and wellness service that offers unique treatments and products for pets in Ontario. While the business provides high-quality, holistic services, it faces a major challenge in attracting and retaining new customers. The problem lies in low brand awareness and limits online visibility, which prevents potential pet owners from discovering the spa’s services. Without a stronger digital presence and clear content strategy, Pawfect Pet Spa risks losing market share to competitors with more active marketing efforts, resulting in fewer bookings and reduced opportunities for growth.

Core Problems

1. Pet Grooming & Health Maintenance: Owners struggle with hygiene, shedding, and overall care.
2. Time & Convenience: Busy professionals lack time to manage regular grooming.
3. Trust & Expertise: Owners want safe, compassionate, and professional care.
4. Pet Anxiety: Pets (and owners) often feel nervous about grooming.

Content Solutions Across the Funnel

• Awareness: Blog post “How to Know When Your Dog Needs Grooming.”
• Consideration: Instagram Reels showing before/after transformation.
• Decision: Facebook ads offering seasonal discounts.
• Delight: “Pawfect Pet of the Month” spotlight posts.
• Example: A calming Instagram video of a pet facial treatment reassures owners that Pawfect prioritizes both safety and comfort.

5- USP and Brand Story

Founded in 2002 by Elsie Tang, a University of Waterloo graduate who made the leap from computer programming to pet care, Pawfect began as a humble setup and quickly grew through word-of-mouth and local recognition. Today, Pawfect Pet Spa is led by a team with over 20 years of professional grooming experience and boasts accolades from Toronto media, events, and industry associations. Elsie is certified as a Master Groomer by the International Groomers Association, and the team specializes in advanced Hand Scissoring Techniques and Asian Fusion grooming for show-quality finishes.

Pawfect’s unique selling proposition rests on three pillars:

• Premium Spa Experience: Each pet receives one-on-one service from a certified stylist in a private spa room, ensuring a stress-free, relaxing environment. No sedation or tranquilizers are ever used; customized grooming plans are crafted for every animal’s needs.
• Holistic Products: The spa sources eco-friendly shampoos, gentle calming oils, and curated wellness kits to support pets’ health and comfort during every visit.
• Personalized Attention: Expertise, safety, and style are woven into every visit, with grooming offered in breed-specific show trims and specialized services for both cats and dogs, including creative hand scissoring, shed less treatments, and luxury extras.

The brand’s story and values are consistently communicated across digital channels. Instagram features soothing spa treatments with calming music, while the blog educates clients about eco-friendly sourcing. Facebook shares behind-the-scenes glimpses of the dedicated groomers and their ability in specialty trims. By integrating compassion, professional skill, and luxury in every message, Pawfect Pet Spa differentiates itself clearly from discount groomers and celebrates a new standard of pet wellbeing in Toronto.

6-Content Formats

Primary Formats

• Visual Content: Instagram Reels, Stories, and photos showing grooming, tips, and pet transformations.
• Blog Articles: SEO posts on pet care, grooming advice, and expert interviews for local pet owners.
• User-Generated Content: Customer photos and testimonials, photo contests, and videos of happy pets.

Secondary Formats

• Email Newsletters: Monthly updates with promos, tips, and pet spotlights.
• Guides: Downloadable checklists and how-to resources for pet care.
• Google Business Posts: Updates on services, events, and reviews to boost local search.
• Occasional TikTok: Fun and viral videos of pets, challenges, and groomer tips.

Why These Formats?

• Visuals → Showcase results instantly.
• Blogs → Build authority and search rankings.
• Newsletters → Drive repeat bookings.

Why These Formats?

• Visuals: Show results and build emotional connection.
• Blogs: Boost authority and trust with helpful advice.
• Newsletters: Encourage repeat bookings and share offers.
• User-Generated Content: Build credibility through real testimonials.
• Guides & Checklists: Provide practical resources for pet owners.
• Google Posts: Increase local visibility and attract nearby customers.
• TikTok & Viral Videos: Reach new audiences with shareable content.

7- Distribution Channels

• Instagram: Visual storytelling, hashtags (#OntarioPets #PetSpa), Reels.
• Facebook: Community engagement, event promotions, ads.
• Website Blog: Evergreen resources and SEO visibility.
• Email: Loyalty programs and promotions.
• Google Business Profile: Local reach and reviews.
• TikTok (Optional): Expands reach younger audiences. Spa is not currently on TikTok

Example Campaign:
“Holiday Pet Spa Gift Card” → promoted on Instagram and Facebook, supported by a blog post “Top 5 Pet Gifts in Ontario This Holiday.”

• Blogs → Build authority and search rankings.
• Newsletters → Drive repeat bookings.

8- Content Management & Workflow

Workflow

• Content Calendar: Monthly themes (e.g., shedding season, holiday gifts).
• Tools: Hootsuite for scheduling, Canva for design, Trello for task tracking.
• Roles: Stylists capture photos/videos, marketing manager edits, consultant oversees.

Frequency

• Instagram → 3–4 posts/week.
• Facebook → 2–3 posts/week.
• Blog → 2 posts/month.
• Email → 1 newsletter/month.

Tracking & Analytics

• KPIs: Engagement rate, website visits, booking conversions, repeat customers.
• Tools: Google Analytics, Meta Insights, Hootsuite reports.
• KPIs: Engagement rate, website visits, booking conversions, repeat customers, follower growth across social platforms, newsletter open and click-through rates, average customer spend, and social share metrics.
• Tools: Google Analytics, Meta Insights, Hootsuite reports, Canva analytics for design performance, Trello activity logs for workflow efficiency, and email marketing dashboards (such as Mailchimp or Constant Contact) to track campaign results.
• Reporting & Review: Monthly analytics review meetings to assess progress against targets, find top-performing content formats (e.g., transformation of Reels, testimonials), and adjust future campaigns accordingly.
• Continuous Improvement: Use customer feedback, survey responses, and social listening tools to refine content strategy and ensure messaging resonates with the target audience.
• Benchmarking: Compare KPI performance against local competitors and industry standards to set realistic goals and check market position.

Example: High engagement on transformation Reels → increase output of this format.

9- Attract, Convert, Close, Delight

• Attract: SEO blogs, Instagram Reels, trend-based posts.
• Convert: Strong CTAs on social posts and ads.
• Close: Testimonials, promotions, referral discounts
• Delight: Loyalty rewards, birthday specials, community contests.

10- Real-World Examples

• Instagram Reel “Pawfect! → highlights spa in action.
• Holiday Pet Photo Contest → drive engagement and referrals.
• Before/After Grooming Posts → visual proof of expertise.
• Staff Features → Humanize the brand.
• Trend-based Content → e.g., holistic grooming, eco-friendly products.

Conclusion

Pawfect Pet Spa is ready to shine in Toronto, Ontario.
 With a clear content strategy, engaging storytelling, and consistent messaging, the brand is set to:

• Boost bookings by 20% in six months
• Grow its Instagram community by 30%
• Increase repeat visits by 15%

By combining premium spa experiences with authentic visuals and customer-focused content, Pawfect Spa cements its position as Toronto’s premier destination for pet grooming, wellness, and luxury care.

Because every pet deserves the Pawfect touch.

Visual (mockup idea for Canva/PowerPoint):

• Split image: left side = “Before” grooming (shaggy dog), right side = “After” spa day (fresh, clean, styled).
• Overlay text: “From Shaggy to Chic ✨ #PawfectGlowUp”
• Brand colors: teal + gold highlights, Pawfect logo bottom corner.

Caption:
 ✨ Transformation Tuesday ✨
 Meet Bella! She went from shaggy to fabulous after her Pawfect Spa Day. 🐾
 ✔ Stress-free grooming
 ✔ Luxurious coat treatment
 ✔ Tail wags guaranteed!

💌 Book your pet’s spa day now — spots are filling up fast!

🔗 Link in bio

Hashtags:
 #PawfectPetSpa #PetWellness #DogGrooming #TransformationTuesday #OntarioPets

Rosewood Events — Customer Persona 1 (B2C)

Persona Name

Emily Carter

Demographics

• Age: 32
• Location: Toronto / Niagara-on-the-Lake
• Occupation: Marketing Coordinator
• Income: $65,000–$85,000
• Relationship Status: Engaged

Goals & Motivations

Emily wants a beautiful, stress-free outdoor wedding that feels romantic, elevated, and personal. She values aesthetics, emotional moments, and creating a memorable experience for guests.

Pain Points

• Overwhelmed by planning details
• Limited time to coordinate vendors
• Wants something unique but cohesive

Buying Triggers

• Elegant visuals and storytelling
• Instagram and Pinterest inspiration
• Reviews and word-of-mouth referrals

How Rosewood Events Helps

Rosewood provides luxury outdoor décor, styling, and coordination, allowing Emily to feel confident, supported, and present on her special day.

Rosewood Events — Customer Persona 2 (B2B)

Persona Name

Michael Thompson

Demographics

• Age: 45
• Location: Greater Toronto Area
• Occupation: Corporate Events Manager
• Company Size: 50–200 employees

Goals & Motivations

Michael is responsible for hosting professional, high-impact corporate events that reflect his company’s brand and values. He wants reliable partners who deliver polished results without micromanagement.

Pain Points

• Tight timelines and budgets
• Vendors who lack professionalism
• Events that feel generic or uninspired

Buying Triggers

• Proven experience and testimonials
• Clear packages and timelines
• Professional website and branding

How Rosewood Events Helps

Rosewood delivers refined, on-brand outdoor event setups that elevate corporate gatherings while remaining efficient, reliable, and visually impressive.

Introduction

The purpose of this Crisis Communication Plan is to provide QuickEats with a clear and structured approach for managing potential crises that could impact its reputation, operations, and customer trust. As a new and growing food delivery company, QuickEats operates in a fast-paced and highly visible industry where issues such as food safety concerns, delivery delays, and negative social media attention can escalate quickly.

This plan outlines how QuickEats will prepare for, respond to, and recover from crisis situations through proactive monitoring, clear messaging, and defined internal responsibilities. By planning, QuickEats can minimize reputational damage, protect customer confidence, and differentiate itself from competitors by demonstrating transparency, accountability, and a strong commitment to ethical business practices.

Crisis Communication Team

A dedicated crisis communication team ensures that QuickEats responds quickly, consistently, and professionally during any crisis. The following team members are responsible for managing communication efforts:

Crisis Team Led – Alex Morgan (Operations Manager)

• Oversees the crisis response process
• Coordinates internal teams and ensures timely decision-making
• Acts as the final internal approval authority for responses

Social Media Manager – Jordan Lee

• Monitors social media platforms and online reviews
• Responds to customer inquiries and negative feedback
• Escalates emerging issues to the crisis team

Public Relations Specialist – Taylor Nguyen

• Drafts public statements and media responses
• Ensures messaging is consistent with brand values
• Manages communication with news outlets if required

Legal Advisor – Samantha Patel

• Reviews public statements for legal compliance
• Advises on consumer protection and liability issues
• Ensures responses do not compromise ongoing investigations

Each team member understands their role to ensure communication remains accurate, timely, and aligned with QuickEats’ values.

Risk Assessment

Based on industry trends and competitor challenges, QuickEats may face several potential risks:

Food Safety Concerns

Food delivery services are vulnerable to issues such as food contamination, tampering, or improper handling during delivery. Even isolated incidents can quickly spread online and damage brand credibility.

Customer Dissatisfaction

Late deliveries, incorrect orders, or poor customer service may result in negative reviews and social media complaints. If not addressed promptly, these concerns can escalate and impact customer retention.

Reputational Damage

Viral social media posts, misleading information, or negative media coverage can rapidly shape public perception. As a digital-first brand, QuickEats must be prepared to address misinformation and public criticism quickly.

Understanding these risks allows QuickEats to take preventative action and respond effectively if issues arise.

Compliance Considerations

QuickEats must comply with relevant legal and regulatory standards, particularly those related to food safety and consumer protection in Ontario. Key considerations include:

• Adhering to Ontario food safety regulations and health inspection requirements
• Ensuring delivery partners follow proper food handling and hygiene standards
• Complying with consumer protection laws related to refunds, advertising claims, and service transparency

Maintaining compliance reduces legal risk and reinforces trust with customers and regulators.

Messaging Strategy

Clear and consistent messaging is essential during a crisis. All communications from QuickEats should reflect the following key messages:

• Customer safety and satisfaction are our top priorities
• We are transparent and take responsibility for resolving concerns
• We take proactive steps to prevent issues and improve our service

Messages should be empathetic, factual, and solution focused. Defensive language or delayed responses should be avoided, as these can increase public frustration.

Monitoring and Response Procedures

QuickEats will actively monitor the following platforms for emerging issues:

• Social media channels (Instagram, X, Facebook, TikTok)
• Review platforms (Google Reviews, App Store, Google Play)
• News outlets and blogs related to food delivery services

Monitoring will be conducted daily by the Social Media Manager using social listening tools and manual review.

Response Template Example

Customer Complaint Response:
 “Thank you for bringing this to our attention. We apologize for your experience and take this matter seriously. Please contact our support team through the QuickEats app so we can resolve this for you as quickly as possible.”

Responses should be timely, respectful, and consistent across platforms.

Escalation Procedures

A situation will be escalated to senior leadership or external experts if:

• Food safety issues pose a health risk
• Legal action is threatened or initiated
• The issue gains widespread media attention
• Multiple complaints indicate a systemic problem

In these cases, QuickEats may involve external PR firms or food safety consultants to ensure an effective and compliant response.

Summary

Proactively building customer trust allows QuickEats to stand out in a crowded and competitive market. By emphasizing transparency, ethical practices, and rapid response, QuickEats can position itself as a reliable and customer-focused brand.

Immediate steps such as acknowledging concerns, pausing affected services if necessary, and providing clear updates are essential when responding to issues like food safety incidents or delivery of mishaps. Monitoring competitor challenges offers valuable insights into common industry pitfalls and helps QuickEats avoid similar mistakes.

Transparency and proactive communication play a critical role in preventing minor issues from escalating into full-scale crises. This plan reflects the best practices discussed in Module 1, Unit 3 by focusing on preparation, accountability, and clear communication. Overall, the QuickEats Crisis Communication Plan supports long-term reputation management while aligning with the company’s values and growth objectives.

Appendices: Citations and Resources

HubSpot. (2023). How to create a crisis communication plan. https://blog.hubspot.com/service/crisis-communication-plan

Ontario Ministry of Health. (2023). Food safety and public health requirements. https://www.ontario.ca/page/food-safety

As a digital marketing specialist for Eco Chic, the goal of a lifecycle marketing strategy is to guide customers through each stage of their journey while staying true to the brand’s focus on sustainability. By understanding the customer journey and using data to create meaningful, personalized campaigns, Eco Chic can raise awareness, drive sales, and build long-term loyalty with environmentally conscious consumers aged 25 to 45.

Awareness

At the awareness stage, the focus is on introducing Eco Chic to potential customers and clearly communicating with the brand’s eco-friendly mission. This can be done through social media content, influencer partnerships, educational posts about sustainable fashion, and storytelling that highlights Eco Chic’s values. At this stage, collecting basic customer data such as demographics, location, and engagement metrics (likes, follows, website visits) is important. This data helps show who is responding to the brand message and which platforms are most effective for reaching eco-conscious shoppers.

Consideration

During the consideration stage, customers are aware of Eco Chic but have not yet made a purchase. The goal here is to build trust and interest. Messaging should focus on the benefits of the products, such as ethical sourcing, quality materials, and environmental impact. Campaigns could include email newsletters, product highlights, sustainability facts, and customer testimonials. Data collection becomes more detailed at this stage, including email engagement, website behavior, and product page views. Segmenting audiences based on interests or browsing behavior allows Eco Chic to deliver more relevant messaging and move customers closer to buying.

Purchase

At the purchase stage, customers are close to buying, so the messaging should encourage them to complete their purchase. This could include limited-time offers, free shipping, clear calls-to-action, or reminders about items left in their cart. Personalization plays a key role here, such as recommending products based on past engagement or highlighting items the customer has already shown interest in. Testing different subject lines, offers, or layouts can help Eco Chic decide what messaging leads to the highest conversion rates.

Retention

After a customer makes a purchase, retention becomes a priority. Follow-up messaging such as thank-you emails, order confirmations with brand storytelling, and tips on how to care for eco-friendly clothing can help strengthen the relationship. Loyalty programs, exclusive discounts, or first access to new collections can also encourage repeat purchases. Customer data such as buy history, frequency, and product preferences, personalized follow-up messages that feel relevant and thoughtful rather than generic.

Advocacy

At the advocacy stage, satisfied customers can become brand ambassadors. Eco Chic can encourage referrals and social sharing by offering incentives like referral discounts, rewards for sharing on social media, or featuring customer stories on the brand’s platforms. Email and social campaigns can invite customers to leave reviews or share their Eco Chic experience. Testing different incentives and tracking metrics such as referral rates, social shares, and user-generated content will help Eco Chic measure effectiveness and continuously optimize these campaigns.

Overall, a lifecycle marketing strategy allows Eco Chic to build meaningful, long-term relationships with customers by delivering the right message at the right time. By using customer data thoughtfully and continuously testing and improving campaigns, Eco Chic can grow brand awareness, increase sales, and stay aligned with its sustainability mission.