1.BLUE SCREEN OF DEATH FOR LETs DRINK TO THAT

2. BUSINESS PROBLEM Although BL Vodka is one of the best known vodkas in the U.S, the preference for the brand drops off dramatically soon after people graduate from college. BL Vodka is looking to strengthen the relationship with consumers as they move on from college into their professional careers. 3. INDUSTRY KNOWLEDGE On-premise is a key sales driver and is vital to brand recognition We cant ship product across state lines 4. MARKET RESEARCH Regional Director of Sale for On-Premise sales for Southern Wine & Spirits VP/Partner Sales and Marketing for Woody Creek Distillers First-hand experience managing media for Beam Suntory brands Lindsey Prociw, Senior Brand Manager Reyka Vodka 5. MIKE 40K 2 4 KENDRA 75K 30 AUDIENCE PERSONAS 6. BEHAVIORAL INSIGHT College is the time when you celebrate with friends. There was always something to celebrate. 7. People tend to go to bars and see their friends less frequently as they get older. Opportunity: Help people find the fun in all the moments in their new adult life in the BL community INSIGHT 8. Help people find the fun in all the moments in their new adult life in the BL community OPPORTUNITY 9. Lets Drink to that Celebrate the best moments of your life and every moment in between STRATEGY 10. Provide fun, branded, on-premise experiences to consumers Extend the fun times people associate with BL from college, while elevating their experience in the real world Give the maturing target more reasons to go out with their friends and continue to enjoy BL STRATEGY 11. Lets DRINK TO THAT APP EXECUTION Photo/video booth Trivia + games Bar vs. Bar challenges Digital Cocktail Menu Lets DRINK TO THAT 12. DEMO 13. DEMO 14. MEDIA STRATEGY PAID OWNED EARNED 15. MEDIA PARTNERS CHALLENGE 16. BUDGET: $1MM 17. MEDIA BUDGET: $665K 18. MEASURES OF SUCCESS KPIS: Sales Increase in overall sales of BL Vodka Engagement App Downloads, increased time spent and page depth on site within the app, increased social following Shares Photobooth shares, Trivia game shares, blogger post shares Collecting Data Increase consumer database 19. THANK YOU 20. APPENDIX 21. MEDIA STRATEGY Focus media around channels where our target demo is most likely to engage Heavier media allocation to our primary target Use partners to target by demographic, behavioral, and contextual to reach the unique audience with an interest in these product offering Examples to include: specific targeting around those interested in bars, clubs, drinking with friends and showing social intent around these behaviors Rationale: Targeting audience and appealing to those interested in bars, clubs, and drinking with friends Utilize a mix of digital media channels to effectively balance reach and onsite engagement 22. PAID MEDIA STRATEGIES BY CHANNEL High Impact Mobile and Display Heavy focus on mobile and display to keep with overall growing trend of mobile High impact units including: Swipable Cube targeting across devices Trivia unit Contextual and demo target to reach those looking for opportunities to go to clubs, bars, and drink with friends Intent targeting based on social signals Cross-device targeting to reach individuals across all devices Social Integrate relevant product messaging into platform where the consumer is highly engaged Generate organic engagement from shares and likes Custom HashTag targeting 23. PAID MEDIA STRATEGIES BY CHANNEL Content/Native Engage the target audience with Homepage exclusives and integrate relevant product messaging into platform where consumer is highly involved Generate organic engagement from shares and likes SEM Generate product awareness for non-branded search through specific keywords Capture consideration with consumers actively researching related products 24. PAID MEDIA STRATEGIES BY CHANNEL Email Engage with current and new customers through innovative email marketing that will integrate the brand experience Blogger Outreach Utilize well known bloggers in the alcohol community to elevate the brand and engage with new and current customers Video and YouTube Channel Use YouTube and video content to reach the target audiecne with highly impactful units