marketing campaign for creature comforts brewery
TRANSCRIPT
CREATURE COMPADRES
ALIX PIERSON, HANNAH KITCHEN, ROBERT STOLZ,
OLIVIA KLEINMAN, AYDA NIKNEJAD, PAIGE SMITH
BRAND OVERVIEW
MISSION STATEMENT:
To build an industry respected, consumer loved, and commercially successful craft brewery that inspires people to pursue their passion
BIBO TROPICALIARECLAIMED
RYE ATHENA
+ LIMITED EDITION & SEASONAL BEERS
$14+ TOURS
GLASS + 16OZ BEER + TOUR
ISSUE:
STRONG SOCIAL MEDIA PRESENCE
EVENTS AT OR WITH THE BREWERY
They have strong brand awareness locally, but once they acquire more money to expand, they will not be known in other locations. We selected this company to enhance their current marketing strategies and
build brand awareness in Savannah, Georgia.
INTERVIEW OVERVIEW
• Company Background• Strengths: Q3P- Pride themselves in the quality of their beer, strong brand image
with loyal customer base
• Weaknesses: Not able to sell beer because of GA legislation, the demand for their beer is too high, cannot currently keep up
• Past Marketing Efforts: Social media (32k Instagram followers), Industry night and other beer events- some successful, some not
• Key Segments to Target: everyone over the age of 21 segmented by archetype
• Company Goals:• Short Term: Gain more participation in events, Keep up with the high demand for
their beer
• Long Term: Add brewing locations, Create a business structure and organization within the company
SHANNON VINSONFIELD & SOCIAL MARKETING MANAGER
COMMUNICATIONS RESEARCH:IN-DEPTH INTERVIEW
• 70% of interviewers said they would purchase Creature Comforts over competitors
• Those who love the brand mentioned unique quality, good taste, and location as reasons they prefer the beer
• Those who didn’t, mentioned no diversity and feel as if they cans are too feminine
• Factors contributing a strong brand presence include: seeing Creature Comforts on social media more often than competitors, great location, and going to the brewery for the experience
“Creature Comforts is THE Athens beer”
“You know it won’t disappoint”
SECONDARY RESEARCH
25 5936
4,817,950 people ages:
median
5 Major Colleges in Savannah + Other Satellite Campuses
7,258,757 people ages 21 and over
6
TARGET MARKET
BALANCEDCREATIVE PROFESSIONAL AUTHENTIC
”Adjust to your day”30 Years Old
Self-Confident Business Woman
”Uncomplicate your day”45 Years Old
Hardworking Business Man
”Celebrate the moment!”22 Years Old
SCAD Student Who Loves Art
”Reclaim the Ordinary”35 Years Old
Authentic Handyman
Location None West of Downtown
Downtown Savannah
Just Outside of Downtown
N/A
Price per Tour $14 $15 N/A $12 $12
CustomerRating
4.8 Stars 4.4 Stars 3.6 Stars 4.7 Stars 4.7 Stars
Instagram Followers
33.6k 5.4k 1.1k 6.9k 39.8k
Number of Beers (YearRound)
4 3 5 5 7
Differentiation Inspiring a passion
First Brewery in Savannah
Haunted / Alsoa Restaurant
Honoring Veterans
Environmental Awareness
1-5
PRODUCT / BRAND POSITIONING
Positioning by Product User
Bibo Tropicalia Reclaimed Rye Athena
Overall Brand: Crave Curiosity,
Inspired by Passion
BALANCED CREATIVEPROFESSIONAL AUTHENTIC
MARKETING COMMUNICATIONS OBJECTIVE
Use social media to develop brand archetypes and build brand awareness in the new market of Savannah, GA
• Using hashtags
• #CreaturesofSavannah, #FindYourInnerCreature, #IAm_____ (Beer Archetype)
• Compare Savannah to Athens and look at similarities and differences
• Focus on storytelling
BUDGET
• Identifies communication objectives during the year and then calculates the cost of each objective
• Build a budget around increasing brand awareness on Instagram in Savannah• Allocate money to an outside agency to help with social media and graphics
• Consult a local beer connoisseur to gain insights on the Savannah market
OBJECTIVE AND TASK
IMC COMPONENTS
Advertising Goals
Media Selection Tagline Consistency
PositioningCampaign Duration Summary Closing
Build brand awareness
Social networks /Understand habits of
target market
”Find Your Inner Creature”
Same graphic elements, different
beers
Position individual beers for different
personalities
4 MonthsUncover your passion,
find happiness, and enjoy the Creature
Comforts of life
What’s YOUR inner creature?
MEASURES OF SUCCESS
• Track hashtags through social media platforms
• Measure the number of new website visitors from Savannah through Google Analytics
• Success:
• Over 100 uses of the hashtags on various social media platforms
• Increasing website traffic by 5% through Savannah based users
#CreaturesofSavannah #FindYourInnerCreature #IAm_____
SUMMARY
• Purpose:
• Use social media to develop brand archetypes and build brand awareness in the new market of Savannah, Georgia
• Conclusion:
• We are looking to use hashtags focused on the different beer archetypes to be able to both reach people in the Savannah area and help them to gain knowledge and liking of the Creature Comforts brand
Find Your Inner Creature
BIBLIOGRAPHY
1. http://www.creaturecomfortsbeer.com
2. http://terrapinbeer.com
3. http://southboundbrewingco.com/southbound/the-crew
4. http://servicebrewing.com
5. http://wordpress.moonriverbrewing.com
6. http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_15_1YR_S1401&prodType=table