Download - Philly Beer Week Advertising Campaign
In Market Direct Competition
● Events during Philly Beer Week○ Center City Sips
○ Festival of Fountains at Longwood Gardens
○ Fete Day
○ First Friday
○ Parx Casino Philly Cycling Classic
○ TD Bank Philadelphia International Cycling Championship
○ Roots Picnic
Outer Market Direct Competition
● Other Local Beer Weeks○ New York City Beer Week○ New Jersey Craft Beer Week○ Wilmington Beer Week
○ Maryland Beer Week
Indirect Competition
● Bars not participating in Philly Beer Week
● Other events in Spring○ Graduations
○ Museums/ Park Events
To raise the overall awareness about
Philly Beer Week and to establish them as the leading
craft beer event in the country
Our Promise To You
Desired Target Audience
As directed by the client, the desired target is a younger and more diverse crowd. This target is experiencing their first
disposable income out of college and are interested in exploring new and better options for beer
Males and Female ages 21-40
Your Followers
● Demographics
○ 65-68% male
○ Philly Beer Week’s current target are males
between 30-40 years of age who are making
an income of over $75,000 a year.
IBISWorld
We Think This Will Look Good On You
● Digital Billboards
● Twitter/ Instagram/
○ Social Media Challenges
● YouTube promo video
● Vendor Events○ Vendor Brunch○ Vendor Mixer
Consumer Targeted Vendor Targeted
Digital Billboards
● Rotary Digital Billboards in areas of high traffic
○ Interstate 95 South reaching northbound traffic
○ Interstate 76 East reaching westbound traffic
Start social hashtags for events
People sharing and interacting with Philly Beer Week
FacebookInstagramTwitter
Ability for consumers to interact with brand and easily find events
Google AnalyticsHootsuite
Northbound on Interstate 95
People sharing photos of social activities
Billboard To create awareness about Philly Beer Week
Impressions
Redesign to make it visually cohesive with the brand
Philly Beer Week’s information Internet To give consumers a
visually appealing site to click through
Google Analytics
Upload to video sharing website
Video of the vendor mixer and bruch
YouTube, FacebookInstagram,Twitter
To show vendors how valuable they are
Track the number of views
Redesign for a visually appealing experience
Event calendar, social media, transportation
Mobile devices, tablets, iPad
To keep Philly Beer Week relevant
Track the number of downloads
Hand out Statistics on vendors ROI
Print To inform vendors of their value and their benefit as a vendors
Track the number of RSVPs to attend the event and the number distributed
Social gatherings People Philly Beer Week office and a Park
To educate vendors on their investment and to introduce Philly Beer Week 2015
Track the number of RSVPs
Explored But Not Recommended ● Septa Bus King
○ Engages pedestrians, riders of public transportation and commuters
○ Easy way to engage and excite consumers
○ Hashtag participation
○ #25 showing
○ Center City bus routes
● Potential Partnerships
○ Further develop your professional relationship with Booking.com
○ Venmo/ PayPal
○ Square