Crimson-Creations-Presentation-Final-Draft - Copy
- 1. Public Relations Management and Campaign Spring 2016
- 2. Crimson Creations Meagan Baron Copy Director Sapphire Chan Account Executive Christina Marie Cooper Public Relations Director Geoffrey Lewis Art Director Taylor Morris Research Director Landon Szmulewitz Media Director
- 3. Product Situation There is no beer on the market with a branded 425 connection. We feel this is very important in the local craft beer industry. It makes it geographically possible for beer drinkers across the state to know where there beer is coming from while supporting local charities. We learned in depth about Washington state craft beer industry including, Beer styles, Distribution, Sales Promotion, and Advertising. We cover everything we need to know for strategic public relations planning, research, campaign development, management and evaluation tools used in a urban city PR firm or agency.
- 4. Mission Statement Crimson Creations is helping Bellevue Brewing Company achieve their goal to increase their market share and the number of restaurants that sell their beer on tap, focusing on the 425 pale ale. To do this, our team of communication, business, and hospitality professionals will create an integrated marketing communication campaign using in-depth research and innovative strategies.
- 5. Executive Summary Background Target Market Audience Analysis Market Positioning SWOT Competitive Analysis Communication Objectives Media Plan Creative Strategy Budget Evaluation Social Media
- 6. Background 425 Pale Ale Can be found in several restaurants and retail stores. Signature Flagship Style 4.8% ALC/VOL Available year round Sold in various sizes Handcrafted with flavors of citrus and stone fruit. Dry and crisp finish
- 7. Target Market Craft beer drinkers, both new and experienced. 21+ for the 425 pale ale. Families for the taproom, minors are welcome until 8. Community-conscious locals.
- 10. Crimson Creations Surveys Anonymous Online Survey: 50 respondents Anonymous In-Person Survey: 9 respondents Of 59 respondents, 53% were male and 47% female Our stats show that the majority of respondents: Drink beer 2-3 times a week Persuaded by family/friend beer recommendation Purchasing craft beer: Eating facilities: 72% Retail outlets: 68% Breweries: 56%
- 11. Surveys (continued) Its ever been Wine, anytime Tequila Vodka Coca Cola Netflix and chill Respondents Ideal Beer Experiences: In summer, hanging out with friends at a local Applebees for happy hour. Night Owl in a frosted glass playing a combat computer game. Sitting up on a scenic peak somewhere, overlooking a valley, and sipping on a glass of high alcohol light ale beer. It would be described as peaceful, soothing, smooth, and slightly chilly like a summer night. Honestly, a cold Budweiser in the bottle on my porch. What Some Customers Want and Admire
- 12. Market Positioning Bellevues first locally owned craft brewery. High quality consistent product. Family-friendly taproom. Unique well-crafted menu with beer pairings. Radio sponsorship with KZOK. Community values and charitable sponsorships.
- 13. SWOTAnalysis SWOT Professional website Active on various social media platforms Well crafted visual designs and media advertising Excellent market positioning Community-oriented values and activities Need consistent posting schedule Lack of hash tag and newsletter Where to find 425 on tap? Location disadvantage Coupons and online promotions Consistent newsletter Social media potentials Participating in local events and festivals. Competitive industry Other local craft breweries Mass Production companies
- 14. Competitive Analysis Geaux Brewing Objective To share and teach the brewing process with beer enthusiasts while creating a fun and unique experience. Target Audience Families, home brewers, craft beer enthusiasts. Creative Concepts Brewing classes Family game room Give beer! Weekly events or food trucks Media Selection Website, Facebook, Twitter, Instagram Promotional Tactics Give Beer! Social media
- 15. Competitive Analysis Black Raven Brewery Objective Brew beer we want to drink Target Audience High quality craft beer drinkers. Creative Concepts Focus on beer and exclude food. Ask Kraven Special brewing programs Weekly food trucks Media Selection Website, Facebook, Twitter, Instagram Promotional Tactics Social media Sporting event sponsorship Game night Flock party
- 16. Competitive Analysis Redhook Brewery Objective To continue brewing consistent high quality craft beer. Target Audience Craft beer drinkers and sports fans. Creative Concepts Contests Events Sports sponsorships Media Selection Website, Facebook, Twitter, Instagram Promotional Tactics Social media Sports Frequent contests and events Billboard and radio advertising
- 17. Communication Objectives Stimulate 425-tap sales Build brand awareness Increase brand loyalty Increase engagement and consistency
- 18. Advertising Strategies Objectives Getting 425 on tap in more restaurants. Increase 425 brand awareness Increase BBC social media following Increase customer engagement online to create relationships and build brand loyalty. Advertising Appeals Emotional appeals Quality appeals Scarcity appeals Tactics and Executions Social media based
- 19. Direct Marketing Objectives Reinforce the quality of BBCs products, i.e. 425 Raise awareness of product by 10% Increasing direct sales Tactics Postcards Brochures Email Who will receive it? Customers who sign up for newsletter Prospective customers Individuals who attend events and participate in festivals Will be available for viewing at
- 20. Creative Examples $1 on Direct Marketing ROI $ $11.73 Yield
- 21. Public Relations Strategies Objectives Gathering 300 more Facebook likes. Driving 10% more traffic to the website. Having a media release published in five new print or Web outlets. Tactics and Executions Social media marketing Facebook Twitter Media Coverage Beer 101 course and brewery tour
- 23. Sales Promotion Strategies Strategy One The importance of glassware. Why its beneficial! How to implement! Strategy Two Cross promoting beer and food. Why its beneficial! How to implement!
- 24. Sponsorship and Events Objective Brand awareness Events The Bite of Seattle Taste of Edmonds Everett Craft Beer Festival Seafair
- 25. Events The Bite of Seattle In July-August Application due in May 2 booths Beer garden o 425 o Coupons o Promotional items General area o Food o Coupons o Promotional items Everett Craft Beer Festival In August Applications at least 2 months prior 1 booth
- 26. Events (continued) Taste of Edmonds In July Applications due in March 2 booths Seafair July-August Applications due May 2 Booths
- 27. Viral (Experiential) Marketing Utilize multiple social media networks to reach as many people as quickly as possible Follow existing trends to stay current ALS Ice Bucket Challenge Unique campaign ads Dollar Shave Club Old Spice
- 28. Viral (continued) Utilize different food and beer displays Popup Shops Sports games Seattle popup shop events Giddy Up Pop Up Sale by Treehouse Lounge and Bar Popup shops can be things like Buses Trailers Stands Rolling carts Endless possibilities!
- 29. Budget $2,500 Promotional budget Print/Digital, Direct marketing: 40% (~$1,000) Social Media: 20% (~$500) Facebook Boosted Post: The budget BBC chooses will determine how many people see its boosted post. $150 = Est. Reach of 31,000 81,000 Twitter Website Clicks or Conversions Campaigns Traditional, grassroots and promotional: 40% (~$1,000)
- 30. Implementation Pre-event sneak peek: May (3 months prior to the day of event) Social media announcement Event landing page Partner outreach Event launch: June July (Day-to-day) Email campaign Press releases Blogs and social Early Bird discounts/ promotion Last call: August (2-3 weeks prior to event) Final email blasts Final promotion on social media Connect with influencers
- 32. Evaluation Assess the cost-benefit of promotional campaigns. Use a media monitoring service to collect and collate mentions in the media. Use online reporting tools and social media metrics to measure effectiveness of online publicity. Facebook Insights Google Analytics TweetDeck and Hootsuite
- 33. 5 Steps of Social Media Management 1. Develop measurable objectives 2. Measure reach and share of conversations 3. Measure Conversions and Sales 4. Track and measure your leads 5. Measure your cost savings
- 34. Social Media Thinking Exercise
- 35. Social Media Metrics 1. Facebook Page Insights Allows BBC to keep track and improve the overall performance of its page, and to envision the growth and development of the page in the future. 2. Google Analytics Keep track of the performance of BBC official website and get more insights about the web traffic click-through patterns and keyword referrals on the site. 3. TweetDeck and Hootsuite Keep twitter account organized and allows BBC to tap into current trend
- 36. Thank you for this opportunity,
- 37. CHEERS!