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Short's Brewing Company Digital Strategy

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Bretlyn Royce
Bretlyn Royce

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.

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Shorts Brewing Digital Strategy By Bretlyn Royce
Target Audience 21-65 Narrow focus: millennials; 46% of millennials seek craft beer Millennials: adventurous & up for variety
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
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
Collaborations Partner with companies perceived as adventurous Moosejaw or M22 Detroit Tigers Cross promotion at events & games
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.
Youtube Channel Add to brand personality Step further for employee intros Funny skits Daily routines Employee interactions Entertainment
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
Budget Yearly: $120,000 .50 per click Allocate 15,000 to mobile app creation Allocate 20,000 to Youtube channel creation Brand collaboration materials
MobileApp Where Can I find Shorts? Beer release schedule Event schedule Deli menu Label art

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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