Digital Strategy August, 2015

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Stage 1: Define opportunity First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.

Then we review current digital performance of the business based on evaluating the relevant KPIs and digital capabilities.

We will also define quantifiable SMART objectives based on your analytics and market insights to form a digital dashboard that will be reviewed at the action stage.

Stage 2: Create strategy

We will summarise where you will focus resources and investment to hit your targets.

We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.

Stage 3: Take action

Key planning of the tasks to implement your strategies: . Strategic digital initiative roadmap (31st March, 2016)

Agenda

Stage 1: Define opportunity

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Stage 1: Define opportunity : National context - Ireland

First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.

2.7 the average number of users connected to the Internet in Irish home at any one time

4.7 the average number of Internet enabled devices in the Irish home (versus just 2.6 in Germany)

4 625 855 Population (2015)

85% Penetration per IWS (2015)

45.2% Penetration rate (2012)

27.08 Mbps Broadband download speed (2015)

HIGH ONLINE PRESENCE OF IRELAND’S POPULATION

STRONG ENGAGEMENT OF THE POPULATION WITH SOCIAL MEDIA AND BUSINESS USING ONLINE FEEDBACK

St Canice’s Cathedral stcanicescathedral.ie/

Black Abbey blackabbey.ie/

Kilkenny Castle kilkennycastle.ie

Dunmore Cave heritageireland.ie/en/south-east/dunmorecave/

Jerpoint Abbey heritageireland.ie/en/south-east/jerpointabbey/

Rothe House rothehouse.com/

St. Mary’s Cathedral stmaryscathedral.ie/

Kells Priory visitkilkenny.ie/kells_priory

Butler Gallery butlergallery.com

The Tholsel

Church of St John, the Evangelist

Google Trends (Places of interest):

Stage 1: Define opportunity : Local context - Kilkenny

First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.

KILKENNY IS A POPULAR TOURISM DESTINATION IN SOUTH-EAST PART OF IRELAND

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24 423 Population (2011)

kilkenny.ie website

@kilkenny 5k followers on Twitter

THE PEOPLE IN CITY - LOCALS AND TOURISTS - SEARCH ABOUT AND INTERACT WITH THESE TOPICS, OUT AND IN THE DIGITAL MEDIA

Arts

CultureHeritage

Sports

Tag Cloud:

MusicMemoryEntertainment

City

St. Patrick's Day

Go local

Stage 1: Define opportunity : People / Customers

First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.

KILKENNY IS A POPULAR TOURISM DESTINATION IN SOUTH-EAST PART OF IRELAND

#kilkenny

99.9k posts

places on instagram

people on instagram

#kilkennys

99.9k posts#kilkennycastle

4.7k posts

BESIDES THE HISTORIC BUILDINGS, THE CITY HAS A STRONG INTEREST IN CULTURE, ARTS, SPORTS AND… BEER (THANK GOD!)

#Kilkenny on Instagram Search:

First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.

#arts#music #stpatricksday#sports #gaa

KILKENNY IS A POPULAR TOURISM DESTINATION IN SOUTH-EAST PART OF IRELAND

Influent profiles on Twitter:

8,6k followers on Twitter @kilkennyArts

2k followers on Twitter @kilkennyRFC

20,1k followers on Twitter @kilkennyCLG

Common tags on Web and Social Media:

THOSE INTERESTS ARE PRESENT IN THEIR SOCIAL NETWORKS AND HAVE POTENTIAL OF ENGAGEMENT TO START CONVERSATIONS WITH THE CONSUMER

Stage 1: Define opportunity : People / Customers

Stage 1: Define opportunity : Competitors

First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.

CARLOW BREW IS A COMPETITOR THAT HAS A VARIED PRODUCT PORTFOLIO

WITH AN AVERAGE APPEAL ON MAIN DIGITAL AND SOCIAL MEDIA CHANNELS

34 Subscribers (2015)

5 899 People like this (2015)

44 People have been here

4.9 of 5 stars

32 reviews

1 year ago last video

2 uploads

1727 views

6 337 Followers (2015)

3,733 Tweets

2,796 Followers

2,046 Favorites

. retweets of customers . promotion of pubs

. mentions about events. press releases

. promotion of pubs . mentions about events

carlowbrewing.com/

Stage 1: Define opportunity : Competitors

First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.

CARLOW BREW IS A COMPETITOR THAT HAS A VARIED PRODUCT PORTFOLIO

WITH AN AVERAGE APPEAL ON MAIN DIGITAL AND SOCIAL MEDIA CHANNELS

34 Subscribers (2015)

5 899 People like this (2015)

44 People have been here

4.9 of 5 stars

32 reviews

1 year ago last video

2 uploads

1727 views

6 337 Followers (2015)

3,733 Tweets

2,796 Followers

2,046 Favorites

Diageo produces Kilkenny Beer, strong in Canada and Australia. The city's name is closely associated with the beer in hashtags and posts on Twitter and Instagram, but proved little known in Ireland.

#kilkenny #kilkennybeer

Point of attention:

. retweets of customers . promotion of pubs

. mentions about events. press releases

. promotion of pubs . mentions about events

carlowbrewing.com/

Stage 1: Define opportunity : Costellos Brewing Co

Then we review current digital performance of the business based on evaluating the relevant KPIs and digital capabilities.

COSTELLOS IS THE ONLY CRAFT BEER BRAND CURRENTLY PRODUCED IN KILKENNY

costellosbrewco.ie

Teaser Landing Page: #web

First result in search #seo

688 People like this (2015)

17 People have been here

5.0 of 5 stars

7 reviews

1 089 Followers (2015)

455 Tweets

769 Followers

66 Favorites

. retweets of interest profiles . promotion of pubs

. mentions about events. press releases

. promotion of pubs . mentions about events

. still lower engagement

THE RESCUE/RISE OF A LOCAL TRADITION HAS GREAT POTENTIAL TO BE DIRECTLY EXPLORED ON DIGITAL AND SOCIAL MEDIA CHANNELS

Stage 1: Define opportunity : Costellos Brewing Co

Then we review current digital performance of the business based on evaluating the relevant KPIs and digital capabilities.

COSTELLOS IS THE ONLY CRAFT BEER BRAND CURRENTLY PRODUCED IN KILKENNY

Website (Preview): #web

Costellos has only one product:

the Irish Red Ale Beer.

(this enables to focus effort in digital awareness and engagement with the brand without the need

to communicate a large family of products at once)

First result in search #seo

688 People like this (2015)

17 People have been here

5.0 of 5 stars

7 reviews

1 089 Followers (2015)

455 Tweets

769 Followers

66 Favorites

. retweets of interest profiles . promotion of pubs

. mentions about events. press releases

. promotion of pubs . mentions about events

. still lower engagement

costellosbrewco.ie

THE RESCUE/RISE OF A LOCAL TRADITION HAS GREAT POTENTIAL TO BE DIRECTLY EXPLORED ON DIGITAL AND SOCIAL MEDIA CHANNELS

Point of attention:

COSTELLOS CAN BE MORE! AND THE BRAND STRATEGY CAN DO SOMETHING REALLY USEFUL FOR THIS

THE RESCUE OF THE LOCAL TRADITION HAS GREAT POTENTIAL TO BE DIRECTLY EXPLORED ON DIGITAL AND SOCIAL MEDIA CHANNELS

Then we review current digital performance of the business based on evaluating the relevant KPIs and digital capabilities.

Stage 1: Define opportunity : Costellos Brewing Co

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.

COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV

BUILD OUR FUTURECALL FOR YOUR PINT NOW

@COSTELLOSBREWCO

COSTELLOS

We will also define quantifiable SMART objectives based on your analytics and market insights to form a digital dashboard that will be reviewed at the action stage.

Build engagement with new audiences and keep them in touch

PRESENCE

Invest in acquire brand awareness, locally in Kilkenny in 2015, and regionally/nationally in 2016

Stage 1: Define opportunity : Costellos Brewing Co

RELEVANCE PERFORMANCE ADVANTAGE BONDING

Convince the audience that Costellos is the main traditional Brewing Co of Kilkenny to sell them good craft beer in local bars and events

+ Loyalty + Revenue potential

+ Share of wallet

- Loyalty - Revenue potential - Share of wallet

FOCUS IN THE 3 FIRST LEVELS OF THE BRAND PYRAMID

Stage 2: Create strategy

Stage 2: Create strategy

We will summarise where you will focus resources and investment to hit your targets.

How to engage new audiences?

USE THE STRONG INTEREST OF POPULATION IN CULTURE, ARTS, SPORTS AND BEER TO START CONVERSATIONS WITH THE BRAND ON SOCIAL MEDIA CHANNELS

How to create awareness to the brand?

ACTIVATE THE HIGH ONLINE PRESENCE OF IRELAND’S POPULATION WITH PAID MEDIA LOCALLY, REGIONALLY AND NATIONALLY

How to have an originally approach to the content about events and promotions, and sell beer to the customers?

EXPLORE THE TRADITIONS OF KILKENNY IN VISUAL BRAND CONTENT AND CREATE A DIRECT ASSOCIATION WITH IN LOCAL BARS AND EVENTS

PRESENCE

HOW WE CAN ACHIEVE THE SMART OBJECTIVES USING ALL THESE LEARNINGS FROM STAGE 1 AS OPPORTUNITIES TO BRANDING GROWTH ?

RELEVANCE

PERFORMANCE

1

2

3

Stage 2: Create strategy

How to create awareness to the brand?

ACTIVATE THE HIGH ONLINE PRESENCE OF IRELAND’S POPULATION WITH PAID MEDIA LOCALLY, REGIONALLY AND NATIONALLY

PRESENCE

1

We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.

Demand Capture

E-mail* Search Social Profiles Website

Demand Generation

UNDERSTANDING THE ROLE OF CURRENTLY CHANNELS (AND NEW ONES*)

Twitter Facebook Instagram*

PAID MEDIA / PROMOTED BRAND POSTS

EVENTS CALENDAREVENTS CALENDAREVENTS CALENDAR

SEO"OUR TRADITIONAL NEWSLETTER"

COMMUNITY MANAGEMENTFormat:

Channel:

€10 000 OF INVESTMENT

IN PAID MEDIA (FACEBOOK PROMOTED

BRAND POSTS)

KILKENNY MEN 18-40

TARGET TO FB ADS (SEGMENTATION BY

DEMOGRAPHICS AND LOCATION)

Stage 2: Create strategy

How to engage new audiences?

USE THE STRONG INTEREST OF POPULATION IN CULTURE, ARTS, SPORTS AND BEER TO START CONVERSATIONS WITH THE BRAND ON SOCIAL MEDIA CHANNELS

RELEVANCE

2

We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.

Demand Capture

Search Social Profiles Website

Demand Generation

Twitter Facebook Instagram*

SEO"OUR TRADITIONAL NEWSLETTER

COMMUNITY MANAGEMENT

EVENTS CALENDAREVENTS CALENDAREVENTS CALENDAR

PAID MEDIA / PROMOTED BRAND POSTS

CONTENT GENERATION THAT ASSOCIATES COSTELLOS WITH THE INTERESTS OF CUSTOMERS

Arts

CultureHeritage

Sports

Tag Cloud:

MusicMemoryEntertainment

City

St. Patrick's Day

Go local

Format:

Channel:

Topics to explore in content generation

E-mail*

Stage 2: Create strategy

How to have an originally approach to the content about events and promotions, and sell beer to the customers?

EXPLORE THE TRADITIONS OF KILKENNY IN VISUAL BRAND CONTENT AND CREATE A DIRECT ASSOCIATION WITH IN LOCAL BARS AND EVENTS

PERFORMANCE

3

We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.

Demand Capture

Search Social Profiles Website

Demand Generation

Twitter Facebook Instagram*

EVENTS CALENDAREVENTS CALENDAREVENTS CALENDAR

Format:

Channel:

VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY

Photos in sepia, simulating age

SEO"OUR TRADITIONAL NEWSLETTER

COMMUNITY MANAGEMENT

PAID MEDIA / PROMOTED BRAND POSTS

E-mail*

Photos in sepia, simulating age

Stage 2: Create strategy

We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.

VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY

Sample content*

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.

COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV

BUILD OUR FUTURECALL FOR YOUR PINT NOW

@COSTELLOSBREWCO

COSTELLOS

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

+ =

ENJOY YOUR NEW TRADITION. DRINK A COSTELLOS.

Sample image*

25% witdth

Stage 2: Create strategy

We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.

VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.

COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV

BUILD OUR FUTURECALL FOR YOUR PINT NOW

@COSTELLOSBREWCO

COSTELLOS

=+

Photos in sepia, simulating age

Sample content*Sample image*

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

ENJOY YOUR NEW TRADITION. DRINK A COSTELLOS.

25% witdth

Stage 2: Create strategy

We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.

VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.

COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV

BUILD OUR FUTURECALL FOR YOUR PINT NOW

@COSTELLOSBREWCO

COSTELLOS

=+

Photos in sepia, simulating age

Sample content*Sample image*

25% witdth

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

ENJOY YOUR NEW TRADITION. DRINK A COSTELLOS.

Photos in sepia, simulating age

Stage 2: Create strategy

We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.

VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY

Sample content*

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.

COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV

BUILD OUR FUTURECALL FOR YOUR PINT NOW

@COSTELLOSBREWCO

COSTELLOS

+ =

Sample image*

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

ENJOY YOUR NEW TRADITION. DRINK A COSTELLOS.

25% witdth

Stage 2: Create strategy

We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.

VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.

COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV

BUILD OUR FUTURECALL FOR YOUR PINT NOW

@COSTELLOSBREWCO

COSTELLOS

=+

Photos in sepia, simulating age

Sample content*Sample image*

25% witdth

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

ENJOY YOUR NEW TRADITION. DRINK A COSTELLOS.

Stage 2: Create strategy

We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.

BRAND ESSENCE TO GUIDE CONTENT GENERATION

Costellos are very interested in talk about culture, arts, sports… and beer, of course!

Costellos knows and recommends the old traditions of Kilkenny, like the historic buildings, gardens, museus, but also the new

ones, like events, parties or even good places to chill out.

ESTABLISHED 2014

BREWING A LOCAL TRADITION

KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS

Costellos is that good friend everyone always want to call to happy hours

Costellos likes to watch sports like GAA and rugby, and tweet with friends live

Arts

CultureHeritage

Sports

Tag Cloud:

MusicMemoryEntertainment

City

St. Patrick's Day

Go local

Stage 2: Create strategy

How to engage new audiences?

USE THE STRONG INTEREST OF POPULATION IN CULTURE, ARTS, SPORTS AND BEER TO START CONVERSATIONS WITH THE BRAND ON SOCIAL MEDIA CHANNELS

How to create awareness to the brand?

ACTIVATE THE HIGH ONLINE PRESENCE OF IRELAND’S POPULATION WITH PAID MEDIA LOCALLY, REGIONALLY AND NATIONALLY

How to have an originally approach to the content about events and promotions, and sell beer to the customers?

EXPLORE THE TRADITIONS OF KILKENNY IN VISUAL BRAND CONTENT AND CREATE A DIRECT ASSOCIATION WITH IN LOCAL BARS AND EVENTS

PRESENCE

WRAP UP:

RELEVANCE

PERFORMANCE

1

2

3 $$$

“Yes, I already hear about Costellos"

"My interests can be a good moment to drink a beer"

“Costello is the traditional craft beer of Kilkenny that I drink"

We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.

Stage 3: Take action

Stage 3: Take action

Key planning of the tasks to implement your strategies: . Strategic digital initiative roadmap (31st March, 2016)

August, 2015 September, 2015 October, 2015 November, 2015 December, 2015 January, 2016 February, 2016 March, 2016

Monthly newsletter: with the events calendar for the next month and other tips for Costellos)

Search Website SEO (everytime, with the topics of interest used in the content in social media)

Instagram: Photos of the latest events and bar nights, every weekend, using the visual brand guide of Costellos

Twitter: Start conversations and engage build engagement with the customers in real-time (always as possible)

Facebook: Promote posts on Facebook every other week, to achieve brand awareness, locally in 2015 and regionally/nationally in 2016 + events calendar (monthly) + + other content during the weeks

Website: Synced with social platforms, + Events calendar display + Sign up of newsletter

+ Thank you