ENABLING CONNECTIONS

Thunder Cats soloKeith Cubert3/27/16

Keith Cubert4/3/16

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TABLE OF CONTENTS

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BACKGROUND (FIGURE 1) 3SITUATION ANALYSIS (FIGURE 2) 4RECOMMENDATIONS (FIGURE 3. THE PATH) 5PURPOSE (FIGURE 4. MOSAIC) 6IDEAL TARGET CUSTOMER (FIGURE 5. IDEAL CUSTOMER) 7 POSITIONING (FIGURE 6. PERCEPTUAL MAP 8POSITIONING (FIGURE 7. VISUAL EXAMPLE) 8BRANDING (TABLE 1. BRANDING FUNDAMENTALS) 9PRODUCT ( FIGURE 8. PRODUCT EXPERIENCE) 10SERVICE (FIGURE 9. SERVICE EXPERIENCE) 11PROMOTION: THEMED EVENT (FIGURE 10. EVENT ILLUSTRATION) 12PROMOTION: THEMED EVENT (TABLE 2. REVENUE PROJECTION) 12LEAD GENERATION (FIGURE 11. LEAD GENERATION ILLUSTRATION) 13LEAD CONVERSION (FIGURE 12. LEAD CONVERSION ILLUSTRATION) 14

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1. BACKGROUNDRhinegeist, founded by Bob Bonder and Bryant Goulding, two friends that

have a fiery passion for quality craft beer, believe in bringing communities together through delicious craft beer creations. Their mission is to have their customers come together to share a mutual respect for each other's tradition and history. They are using their historic brew house from 1910, on Elm Street to bring theses ideas to life and to make sure that those outside of the historic area are included on their journey.

Type of goal Goal Dashboard Date

Personal Make $55,000/ year; 12-2019

Be Engaged to a beautiful woman; 12-2019

Strategic Make Rhinegeist the center piece of the craft beer community synonymous with OTR revival.

12-2021

Business Generate $1,000,000 in fundraising for Ghost foundation. 12-2021

Have 30% market share in craft beer market in Greater Cincinnati.

12-2021

Increase brand equity by 10% 12-2020

Increase annual revenue by 15%. 12-2019

Increase brand loyal customer base by 20%. 12-2018

Increase brand awareness by 40% 12-2018

Tactical Align social media with new branding, focus on Facebook, Instagram, and Twitter.

2-2017

Align product packaging with new branding. 3-2017Create happy brew house environment that reveals the ghostly story.

5-2017

Develop loyalty/ rewards program for both employees and customers.

5-2017

Organize an event designed to create brand evangelists. 7-2017Organize fundraising event designed to attract new customers and help and OTR revival.

3-2018

Figure 1. Dashboard

Experiential:-Part of Cincy community-Curious to learn-Having fun with friends-Contributing to good cause-Part of OTR heritage

Emotional:-Connected-Proud-Curious-Relaxed-Happy-Not stressed

Functional:-Ghost story packaging-Eye catching packaging with mysterious, authentic logo-Flavor variety, seasonal-Matte finish

Rhinegeist, founded by Bob Bonder and Bryant Goulding, two friends that have a fiery passion for quality craft beer, believe in bringing communities

together through delicious craft beer creations. Their mission is to have their customers come together to share a mutual respect for each other's tradition and history. They are using their historic brew house to

bring theses ideas to life and to make sure that those outside of the historic area are included on their

journey.

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3.4 Branding

Brand Equity:-Quality craft beer

and a historical heritagein the heart of OTR.

Brand Character:-Mysterious

-Friendly/ Social-Authentic/ Original

Brand Performance Fundamentals:

Brand purpose:Bring people together to revive our community.Brand positioning:More connected to local heritage and community and bring part of “Ghost “ revival.Brand benefit:-Rhinegeist provides unique, and seasonal tastes complimented witha special brew house experience that only Rhinegeist can deliver.

RTB’s:-The Ghost of Rhine story-Owns Historical brewery in OTR-Unique, spacious brew- house with games, and other activities inside.Tagline:“Unlock the ghost”

To strengthen the communication of the “Ghost of the Rhine” message, Rhinegeist should change the functional, experiential and emotional aspects of the brand performance equities. Functionality should clearly communicate the Ghost story on packaging. Experience equities should include local bands playing live music in the brewhouse.20 Emotional ties to the local heritage should be expounded upon and further communicated. All these equities promote our purpose of enabling connections via the brew house.

Table 1. Branding Fundamentals

APPENDIX

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AUTHOR PAGE 16RESEARCH SUMMARY 17SWOT ANALYSIS 18-19SUPER BRAND ANALYSIS 20-21COMPETITIVE ANALYSIS 22-23GENERATION ANALYSIS 24-26CULTURAL ANLALYSIS IN THE UNITED STATES 27OECD BETTER LIFE INDEX 28HAPPY PLANET INDEX 30-29SAMPLE SURVEY: XXX 31SAMPLE SURVEY: YYY 32SAMPLE SURVEY: ZZZ 33SAMPLE SURVEY: PRODUCT ATTRIBUTES 34SAMPLE SURVEY: ATTRIBUTE IMPORTANCE 35EXPERIENCE SURVEY WITH A CUSTOMER 36CHIPOTLE AND RHINEGEIST OBSERVATION 37THE IDEAL AMERICAN CUSTOMER 38REFERENCE LIST 39-40

Keith CubertI’m a Senior marketing major at Northern Kentucky University. Full- time at Buffalo Wild Wings in Newport, KY, and Made By Mavis in Covington, KY. I live in Independence, KY which is about 25 minutes from campus. I am taking 12 credit hours this semester consisting of mostly marketing courses. I am Involved in Greek life at Northern Kentucky University, and a part of other organizations for Northern Kentucky University. I am working hard to get a summer internship in sales, or marketing. I hope that I can bring my social media, and marketing expertise to make an impact on a company. My favorite company is Nike because it is very edgy and my favorite athletes are a part of this brand. I love watching/ playing football, and basketball. I idolize Dwayne Wade, and Odell Becham Jr. “I’m always striving to become a better version of myself on a daily basis. I love the world of Marketing, and better educating myself in the field. Each day presents me with new tasks and opportunities that help achieve this desire the better further myself in the field, and to help kick start my career, and land a great job.”

About the Author

Phone:317.997.7402E-mail:cubertkeith@yahoo.comLinkedIn:https://www.linkedin.com/in/keithcubert

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OECD Better Life Index

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Housing

Income

Jobs

Community

Educa

tion

Envio

rnmen

t

Civic E

ngage

ment

Health

Life Sa

tisfacti

onSa

fety

Work-

Life Bala

nce0

2

4

6

8

10

12

8.1

10

8.17.4

77.3

5.4

8.18.7 8.9

5.3

3.5

0.4

5.5

1.8

0.5

3.5

5.34.7

7

0.4

2.4

6.1

5

8.1

8.9

7.9

8.8

3.9

7.1

8.1

9

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United States Mexico Germany

X- axis: findingsY- axis: rate from 0- 10

Graph is from OECD website.71

Numbers reported are from 0 being the worst- 10 being the best recorded.

Methodology: Conducted secondary research based on http://www.oecdbetterlifeindex.org/countries/united-states/ on April 1, 2016 to define OECD better life index. Housing, income, jobs, community, education, environment, civic engagement, health, life satisfaction, safety, and work- life balance were measured from variables (0-100).

Bottom Line for Housing: U.S. being highest because we build houses daily, and have the income to do so.

Bottom Line for Income: U.S. being highest because it has higher GDP.

Bottom Line for Jobs: Mexico is lowest because not as much income coming in, must have income to create jobs.

Bottom Line for Community: Germany more philanthropic.

Bottom Line for Education: U.S. more laid back and have motto of “work hard, play harder”.

Bottom Line for Environment: Mexico lower environment due to not as much income means to work more. Reason W-L-B low.

Bottom Line for C.E: Very even in this regard.

Bottom Line for Health: Best health care. U.S. pays a lot for it.

Bottom Line for L.S: U.S. high because people live in nation where we are relaxed instead of like Germany.

Bottom Line for Safety: Mexico very low in this, because of low income. Can’t have as safe materials and country if GDP isn’t as high.

Bottom Line for W-L-B: U.S. not as high because of a lot work. Things are expensive so they must be paid for; in- turn must work more to afford lifestyle.

Super Bottom Line: U.S. live in nation where it is mostly relaxed instead of other countries.