Public Relations Management and Campaign

Spring 2016

Crimson CreationsMeagan Baron Copy DirectorSapphire Chan Account Executive Christina Marie Cooper

Public Relations Director

Geoffrey Lewis Art DirectorTaylor Morris Research DirectorLandon Szmulewitz Media Director

Product Situation• There is no beer on the market with a branded 425 connection. We

feel this is very important in the local craft beer industry.

• It makes it geographically possible for beer drinkers across the state to know where there beer is coming from while supporting local charities.

• We learned in depth about Washington state craft beer industry including, Beer styles, Distribution, Sales Promotion, and Advertising.

• We cover everything we need to know for strategic public relations planning, research, campaign development, management and evaluation tools used in a urban city PR firm or agency.

Mission StatementCrimson Creations is helping Bellevue Brewing Company achieve their goal to increase their market share and the number of restaurants that sell their beer on tap, focusing on the 425 pale ale. To do this, our team of communication, business, and hospitality professionals will create an integrated marketing communication campaign using in-depth research and innovative strategies.

Executive SummaryBackgroundTarget MarketAudience AnalysisMarket PositioningSWOTCompetitive AnalysisCommunication ObjectivesMedia PlanCreative StrategyBudget EvaluationSocial Media

Background425 Pale AleCan be found in several

restaurants and retail stores.

Signature Flagship Style4.8% ALC/VOLAvailable year roundSold in various sizesHandcrafted with flavors

of citrus and stone fruit.Dry and crisp finish

Target Market Craft beer drinkers, both new and experienced.21+ for the 425 pale ale.Families for the taproom, minors are welcome until 8.Community-conscious locals.

Audience Analysis: Customer Persona #1

Audience Analysis: Customer Persona #2

Crimson Creation’s Surveys• Anonymous Online Survey:

50 respondents • Anonymous In-Person

Survey: 9 respondents• Of 59 respondents, 53%

were male and 47% female Our stats show that the majority of respondents:• Drink beer 2-3 times a week• Persuaded by family/friend beer

recommendation• Purchasing craft beer:

• Eating facilities: 72%• Retail outlets: 68%• Breweries: 56%

Surveys (continued)

• “It’s ever been”• “Wine, anytime”• “Tequila”• “Vodka”• “Coca Cola”• “Netflix and chill”

Respondents’ Ideal Beer Experiences:

“In summer, hanging out with friends at a local Applebee’s for happy hour.”

“Night Owl in a frosted glass playing a combat computer game.”

“Sitting up on a scenic peak somewhere, overlooking a valley, and sipping on a glass of

high alcohol light ale beer. It would be described as peaceful, soothing, smooth, and

slightly chilly like a summer night.”

“Honestly, a cold Budweiser in the bottle on my porch.”

What Some Customers Want and Admire…

Market PositioningBellevue’s first locally

owned craft brewery.High quality consistent

product.Family-friendly taproom.Unique well-crafted

menu with beer pairings.Radio sponsorship with

KZOK.Community values and

charitable sponsorships.

SWOT Analysis

Opportunities

Thre

ats

Strength

s Weaknesses

SWOT

• Professional website• Active on various social

media platforms• Well crafted visual designs

and media advertising• Excellent market positioning• Community-oriented values

and activities

• Need consistent posting schedule

• Lack of hash tag and newsletter

• Where to find 425 on tap?• Location disadvantage

• Coupons and online promotions

• Consistent newsletter• Social media potentials• Participating in local events

and festivals.

• Competitive industry• Other local craft

breweries…• Mass Production

companies

Competitive AnalysisGeaux Brewing Objective

To share and teach the brewing process with beer enthusiasts while creating a fun and unique experience.

Target Audience Families, home brewers, craft beer

enthusiasts. Creative Concepts

Brewing classes Family game room Give beer! Weekly events or food trucks

Media Selection Website, Facebook, Twitter, Instagram

Promotional Tactics Give Beer! Social media

Competitive AnalysisBlack Raven Brewery Objective

“Brew beer we want to drink” Target Audience

High quality craft beer drinkers. Creative Concepts

Focus on beer and exclude food. Ask Kraven Special brewing programs Weekly food trucks

Media Selection Website, Facebook, Twitter, Instagram

Promotional Tactics Social media Sporting event sponsorship Game night Flock party

Competitive AnalysisRedhook Brewery Objective

To continue brewing consistent high quality craft beer.

Target Audience Craft beer drinkers and sports fans.

Creative Concepts Contests Events Sports sponsorships

Media Selection Website, Facebook, Twitter, Instagram

Promotional Tactics Social media Sports Frequent contests and events Billboard and radio advertising

Communication ObjectivesStimulate 425-tap sales

Build brand awareness

Increase brand loyalty

Increase engagement and consistency

Advertising StrategiesObjectives

Getting 425 on tap in more restaurants. Increase 425 brand

awareness Increase BBC social

media following Increase customer

engagement online to create relationships and build brand loyalty.

Advertising AppealsEmotional appealsQuality appealsScarcity appeals

Tactics and ExecutionsSocial media based

Direct MarketingObjectives

Reinforce the quality of BBC’s products, i.e. 425

Raise awareness of product by 10%

Increasing direct sales Tactics

Postcards Brochures Email

Who will receive it? Customers who sign up

for newsletter Prospective customers Individuals who attend

events and participate in festivals

Will be available for viewing at

Creative Examples$1 on Direct Marketing

ROI $ $11.73

Yiel

d

Public Relations StrategiesObjectives

Gathering 300 more Facebook “likes.”

Driving 10% more traffic to the website.

Having a media release published in five new print or Web outlets.

Tactics and Executions Social media marketing

Facebook Twitter Media Coverage

Beer 101 course and brewery tour

Facebook Campaign Examples

Sales Promotion StrategiesStrategy One

The importance of glassware. Why its beneficial! How to implement!

Strategy Two Cross promoting beer and

food. Why its beneficial! How to implement!

Sponsorship and EventsObjective

Brand awareness

Events The Bite of Seattle Taste of Edmonds Everett Craft Beer Festival Seafair

EventsThe Bite of Seattle

In July-AugustApplication due in May 2 booths

• Beer gardeno 425o Couponso Promotional items

• General area o Foodo Couponso Promotional items

Everett Craft Beer Festival In AugustApplications at least 2 months

prior 1 booth

Events (continued)Taste of Edmonds

In JulyApplications due in

March2 booths

Seafair July-AugustApplications due May2 Booths

Viral (Experiential) MarketingUtilize multiple social

media networks to reach as many people as quickly as possible Follow existing trends to

stay current ALS Ice Bucket

ChallengeUnique campaign ads

Dollar Shave Club Old Spice

Viral (continued)Utilize different food

and beer displays Popup Shops

Sports games Seattle popup shop

events Giddy Up Pop Up Sale

by Treehouse Lounge and Bar

Popup shops can be things like… Buses Trailers Stands Rolling carts

Endless possibilities!

Budget$2,500 Promotional budgetPrint/Digital, Direct marketing: 40% (~$1,000)Social Media: 20% (~$500)

Facebook Boosted Post: The budget BBC chooses will determine how many people seeits boosted post. $150 = Est. Reach of 31,000 – 81,000

Twitter Website Clicks or Conversions Campaigns Traditional, grassroots and promotional: 40% (~$1,000)

Implementation Pre-event sneak peek: May (3 months prior to the day of event)

• Social media announcement• Event landing page• Partner outreach

Event launch: June – July (Day-to-day)• Email campaign• Press releases• Blogs and social• Early Bird discounts/ promotion

Last call: August (2-3 weeks prior to event)• Final email blasts• Final promotion on social media• Connect with influencers

EvaluationAssess the cost-benefit of promotional campaigns.Use a media monitoring service to collect and collate

mentions in the media.Use online reporting tools and social media metrics to

measure effectiveness of online publicity.Facebook InsightsGoogle AnalyticsTweetDeck and Hootsuite

5 Steps of Social Media Management 1. Develop measurable objectives2. Measure reach and share of conversations3. Measure Conversions and Sales4. Track and measure your leads5. Measure your cost savings

Social Media Thinking Exercise

Social Media Metrics 1. Facebook Page Insights

• Allows BBC to keep track and improve the overall performance of its page, and to envision the growth and development of the page in the future.

2. Google Analytics • Keep track of the performance of BBC official website and get more

insights about the web traffic click-through patterns and keyword referrals on the site.

3. TweetDeck and Hootsuite• Keep twitter account organized and allows BBC to tap into current trend

Thank you for this opportunity,

CHEERS!