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20 Bees Presentation

20 Bees Presentation



Intergrated MArketing and Communications Plan

Intergrated MArketing and Communications Plan



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    20 Bees Presentation 20 Bees Presentation Presentation Transcript

    • YouTube - Coming Soon: Icewine THE MOVIE
    • Catch the Buzz of20 Bees
    • Background
      20 Bees is a Niagara region 100% homegrown grapes winery. They are located in the prestigious town of Niagara-on the-lake. Their 30 acres is also host to a wine boutique offering tastings, gifts and locally made honey. The Niagara region is known throughout the world for its wineries, and is host to several different events, competitions and festivals for the wine making industry.
      20 Bees wines have a reputation for being great tasting and unpretentious and affordable. Their 2005 Vidal Icewine has won the Bronze Medal in the 2007 Ontario Wine Awards.
      Icewine harvests as well as the Niagara Icewine Festival are two major events for the industry. Although the harvest is unpredictable, the festival is set for January 15th – 24th, 2010. An integral part of the festival is Winterfest – which is a showcase of Niagara area food and wine, art and culture. Admission is free and ice wine will be showcased.
      20 Bees want to launch a timely and relevant campaign for their award winning ice wine, to create greater brand interest and awareness, and ultimately generate popularity and purchase of 20 Bees Icewine along with other 20 Bees products.
    • Swot Analysis
      Established brand
      Owned by larger parent corporation
      100% homegrown grapes
      Green (homegrown) feeling
      Award winning
      Central location with wine boutique
      Grassroots start-up
      Good reputation
      Local business partners (Hamilton Tiger Cats and honey producers)
      Product sold at LCBO, and has its own brand wine store
      Shipment delivery programs
      Current social media followers
      Effective Web site, including news room area
    • Swot Analysis
      Major competition
      Short company lifespan (newer company)
    • Swot Analysis
      Current area events, Icewine Festival/Winterfest
      Award winning area restaurants
      Involved and smaller community area
      Timing – events and harvest
      Sold at Tiger Cats Games
      Large winery with property, store and tasting area in Niagara-on-the-Lake
    • Swot Analysis
      Poor critiques
      Product waste
      Poor attendance
      Annoyed communities
      Lack of cooperation from affiliates
    • CommunicationObjectives
      Create awareness of the 20 Bees brand, focusing on the 2005 Vidal Icewine
      Inspire interest in the 20 Bees 2005 Vidal Icewine
      Encourage use of 20 Bees Ice wine
    • Audiences
      Consumers – age 30-60, medium to high income bracket
      Local restaurant owners
    • Key Messages
      The icewine process requires talent, dedication and luck. 20 Bees perfected the process in 2005, with the award winning Vidal Icewine.The sweet and surprising taste of 20 Bees Icewine will have your guests buzzing about it.
      It should be no surprise that 20 Bees Icewine is homegrown and an enjoyable and affordable dessert alternative.
      We have support from our communities and business partners because of the high quality of our product.
    • Strategies
      Hold an event to create interest from our audiences and acquire attention
      Offer free samples and tastings to encourage restaurants and customers to use and carry our product
      Gain attention and publicity from the media
      Use social media to help create a buzz and support hype
      Offer percentage discount
      Train a spokesperson
      Have a tour
    • Theme
      Create a Buzz with 20 Bees
    • Tactics
      Tactic initiation to commence one week prior to Christmas holidays.
      • Before Icewine festival
      • Audiences are more likely to be home and/or in town for the holidays.
      • Audiences are likely to be out for dinner and socializing with co-workers friends and family.
      • Holiday spirit will assist in inspiring interest and appreciation
    • Tactics
      A Sweet Week
      Create a Buzz
      Taste the Nectar
      Come back to the Hive
    • Create a Buzz
      Days 1-5, Monday to Friday
      Produce and plant 20 ice bee sculptures. On the fifth day, the ice sculpture will be of the 20 Bees logo. Source of sculptures is to be hidden from all audiences.
      Photo-op media advisories will be sent out with direction to key target areas.
      Use social media tools to support the buzz on the event. Develop a following of interest in the campaign. On the fifth day, give follower’s direction to a Web site containing the leaflet information and printable version.
    • Taste the Nectar
      Days 5 -6, Friday and Saturday
      (Friday) 20 Bees will provide samples to 20 area restaurants.
      The leaflet will be presented to patrons with the ice wine.
      Provide a media kit to targeted media outlets, to support stories published on Monday.
      (Saturday) Offer taste tests at selected Niagara region LCBO locations. Have leaflets available at all LCBO locations in the Niagara region.
    • Come Back to the Hive
      Day 7, Sunday
      Hold sale event at the wine boutique in Niagara-on-the-lake.
      Invite the media as well as customers.
      Have spokespersons ready to answer all audience questions.
      Offer more product samples.
      Have a tour of the winery for customers and media.
    • Spokespersons
      Hamilton Tiger Cats
      (in uniform, but modify it took look bee-ish)
      Murray Marshall, President & CEO