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Colter's Creek Presentation Without Video
- 1. P R I M E C O M M UN I C A T I O N S COLTER’S CREEK VINEYARD AND WINERY
- 2. S H E L B Y D O N A L D – J A R E D T O B A – L A U R E N S A N D E R S THE TEAM
- 3. PRE-CAMPAIGN ANALYSIS • Strengths • Quality Product • Locally Grown • Weaknesses • Survey Results • Opportunities • New Campaign Tactics • Areas for Growth • Threats • Competitors
- 4. A U D I E N C E • Secondary Audience: • Tourists of the primary communities • Residents of the state of Idaho • Primary Audience: • Communities of Clarkston, Moscow, Pullman, Orofino, Lewiston, Kendrick and Juliaetta • Mid-twenties to mid- to-late thirties
- 5. GATHERING FURTHER RESEARCH Online Research • Age • Connection to University of Idaho • Preferred alcoholic beverage • Willingness to travel for meal • Frequency of drinking wine • Why drink wine • Preferred cost of a bottle of wine • Importance of locally grown wine • Effectiveness of campaign tactics • Recognition of Colter’s Creek
- 6. WHO PARTICIPATED • 88.89% University of Idaho Students • 3.03% University of Idaho Staff Members • 2.02% University of Idaho Faculty Members • 7.07% University of Idaho Alumni 18 – 66 Years Old
- 8. W I L L I N G N E S S T O T R A V E L RESULTS
- 9. RESULTS
- 10. RESULTS
- 11. RESULTS
- 14. CAMPAIGN OBJECTIVES • Increase awareness of Colter’s Creek’s products and services • Increase the number of regional customers • Increase acceptance of local and regional audiences • Maintain local positive attitudes • Increase action of tourists and locals in northern Idaho
- 15. C A M P A I G N S T R A T E G Y LOCAL VINES, LOCAL WINES
- 16. LOCAL VINES, LOCAL WINES • Campaign Goal: • Prime Communications’ goal is to provide Colter’s Creek with a campaign that will increase the Colter’s Creek’s audience in preparation for when the vineyard and winery for when it receives its AVA license in 2015.
- 17. REBRANDING • Renewed Website • Redesigned Label
- 18. WEBSITE TOUR • At this time Prime Communications shared a short video for the Colter’s Creek Vineyard and Winery webpage and social media accounts. • The footage of this video is too large to include in this presentation. Thank you for your understanding.
- 20. S O C I A L M E D I A C A M P A I G N INSTAGRAM • We’re getting ready to pick our first #Chardonnay grapes of the season! What is your favorite #colterscreek wine? Tag and share with us your picture and be entered to be this week’s #weeklywinewinn er and win a free bottle on us! • We love the sound of a newly corked wine. Tag and share with us your favorite thing about a bottle of #colterscreek wine and be entered to be this week’s #weeklywinewinn er and win a free bottle on us!
- 21. S O C I A L M E D I A C A M P A I G N TWITTER • Did you know that women that drink wine get drunk faster than men that drink wine? http://www.wiine.me/10-amazing-facts-about-wine/ • Ever wonder how you can open a bottle of wine without a corkscrew? http://www.wikihow.com/Open-a-Wine-Bottle-Without-a-Corkscrew • We just picked our first batch of locally grown grapes to make our great Syrah #localvines #localwines
- 22. S O C I A L M E D I A C A M P A I G N FACEBOOK • We’re proud to craft a wine from grapes all locally grown in Idaho! Visit our tasting room or email us at contact@colterscreek.com to send a gift box and share a gift from the Gem State! • Stop by the President’s tent on the Sprint Turf this weekend and try a glass of locally crafted wine from local grapes. Here’s a list of our wines, http://colterscreek.orderport.net/wines/ • We’re excited to announce our recognition as the newest American Viticultural Area. Look for updates within the next month for special events and contests to win special edition wines!
- 23. COMMUNITY EVENTS • Blackberry Festival • Berry Picking • Date Night • Internship Opportunity • Winetasting
- 24. ADVERTISEMENTS
- 25. COUPON PROMOTIONS • One free glass of wine with a menu item purchase • Two dollars off a refillable Colter’s Creek bottle • Buy 12 bottles and receive a 10% case discount
- 26. CAMPAIGN BUDGET $800 $12,000 $4,000 $490 Social Media Advertisment Community Events Coupons $17,290
- 27. T I M E L I N E
- 28. TIMELINE
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