This 2023 Integrated Marketing Communications (IMC) project, winning the first-semester class competition, aimed to help Porta with subscription cancellations. Our winning strategy focused on reconnecting with users who had previously subscribed but paused their engagement with Porta’s meal service.

Porta is an authentic Italian food subscription service in Ontario.

The Ask

Porta needed help with members cancelling their subscriptions. To address this, the company was working on a plan to reconnect with users who had subscribed previously but had taken a break from Porta’s meal service.

The Goal

Bring back customers who have not ordered lately and inspire them to make new purchases with PORTA. Keep our current customers happy by introducing a loyalty program that works effectively.

The Objective

• Boost new customer satisfaction by 10%.
• Enhance existing customer ordering frequency:
  • Increase from 7 orders in 1 year to 13 orders in 3 years.
  • Reconnect with 8% of lapsed customers within the next year.

The Strategy

To meet customers’ evolving needs, we recognise that they seek experiences beyond mere sustenance. Our approach involves consistently captivating customers with unexpected joys and delightful surprises. This strategy is intricately linked to the idea of connecting PORTA with providing enriched family moments and quality time.

The Insight

Customers desire a more fulfilling and captivating experience beyond mere satiation.

Team

Olivia Deane – Media Planer
Jenna Malandrino – Copywriter
Alan Fung – Account Manager
Joyce Li – Strategist
Ernestine Leonard – Art Director