Short’s BreweryDigital Marketing Campaign

By: Julia Preston

Marketing Goals

• Distribute products nationwide

• Expand brand awareness

• Gain consumers

• Increase sales

Short’s Brewery • Michigan Based Brewery

• Began in 2002

• Selection of 20 craft beers

Who are we trying to reach?

Men & Women21+

Beer distributorsBeer enthusiasts

Attendees ofsporting events/

sports bars

How we plan to reach them...

Key Performance Indicators

• Beer Sales

• Pay per click

• Google Analytics/ website visits

• Twitter followers

• Mobile App downloads

• Facebook likes

Why through Social Media?

Engage Customers

Promote

Drive Sales

Budget• Google Adwords/ppc- $75,00 per month

• Pinterest Contests/ Prizes- 10 million

• Creating Application - Developers = $100,000

Mobile Strategy • Download App

• Scan Barcode

• Earn Points when you drink

• Scan Barcode-1 pt

• Scan Barcode and share on social media- 2 pt

• Earn 24 points = FREE BEER

Summary

• Pinterest Contents=Promotion

• Mobile App=Sharing

• Pay Per Click= Google Adwords