Short's Brewing Company Digital Strategy
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Short's Brewing's digital strategy targets millennials aged 21-65 who seek craft beer. It focuses on promoting Michigan brands and an adventurous lifestyle through social media, collaborations, Google AdWords, a YouTube channel, and blog revamp. The $120,000 yearly budget allocates funds to these initiatives including $15,000 for a mobile app and $20,000 for the YouTube channel.
Short's Brewing Company Digital Strategy
- 1. Shorts Brewing Digital Strategy By Bretlyn Royce
- 2. Target Audience 21-65 Narrow focus: millennials; 46% of millennials seek craft beer Millennials: adventurous & up for variety
- 3. Pure Michigan Shorts Brewing is a local Michigan brewery that prides itself on being located and influenced by Northern Michigan Promote and collaborate with other Michigan brands that have gained national recognition Outdoors, adventures up north
- 4. Social Media Presence Quirky Instagram photos & tweets Use Facebook to reach audience via questions & engaging material Create brand personality via establishing hashtag Use established hashtag for contests promoted on social media Giveaways & Collaboration Increase FB follow base to 40,000 within 2 years
- 5. Collaborations Partner with companies perceived as adventurous Moosejaw or M22 Detroit Tigers Cross promotion at events & games
- 6. GoogleAdwords Google Adwords will direct customers to the Shorts website homepage Homepage have direct link to blog Keywords: local brew, craft beer, Pure Michigan, summer ale, Michigan beer, etc.
- 7. Youtube Channel Add to brand personality Step further for employee intros Funny skits Daily routines Employee interactions Entertainment
- 8. Blog Revamp Blog should be relocated to homepage with inviting + eye-catching link Adventurous lifestyle blog Pure Michigan outdoor activities Ideas to bring friends together
- 9. Budget Yearly: $120,000 .50 per click Allocate 15,000 to mobile app creation Allocate 20,000 to Youtube channel creation Brand collaboration materials
- 10. MobileApp Where Can I find Shorts? Beer release schedule Event schedule Deli menu Label art