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Public Relations Management and Campaign
Spring 2016
Crimson Creations
Meagan Baron Copy Director
Sapphire Chan Account Executive
Christina Marie
Cooper
Public Relations Direc...
Product Situation
• There is no beer on the market with a branded 425 connection. We
feel this is very important in the lo...
Mission Statement
Crimson Creations is helping Bellevue Brewing Company achieve
their goal to increase their market share ...
Executive Summary
Background
Target Market
Audience Analysis
Market Positioning
SWOT
Competitive Analysis
Communica...
Background
425 Pale Ale
Can be found in several
restaurants and retail
stores.
Signature Flagship Style
4.8% ALC/VOL
A...
Target Market
Craft beer drinkers, both new and experienced.
21+ for the 425 pale ale.
Families for the taproom, minors...
AudienceAnalysis: Customer Persona #1
AudienceAnalysis: Customer Persona #2
Crimson Creation’s Surveys
• Anonymous Online Survey:
50 respondents
• Anonymous In-Person
Survey: 9 respondents
• Of 59 r...
Surveys (continued)
• “It’s ever been”
• “Wine, anytime”
• “Tequila”
• “Vodka”
• “Coca Cola”
• “Netflix and chill”
Respond...
Market Positioning
Bellevue’s first locally
owned craft brewery.
High quality consistent
product.
Family-friendly tapro...
SWOTAnalysis
SWOT
• Professional website
• Active on various social
media platforms
• Well crafted visual designs
and medi...
Competitive Analysis
Geaux Brewing
 Objective
 To share and teach the brewing process with
beer enthusiasts while creati...
Competitive Analysis
Black Raven Brewery
 Objective
 “Brew beer we want to drink”
 Target Audience
 High quality craft...
Competitive Analysis
Redhook Brewery
 Objective
 To continue brewing consistent high quality
craft beer.
 Target Audien...
Communication Objectives
Stimulate 425-tap sales
Build brand awareness
Increase brand loyalty
Increase engagement and
...
Advertising Strategies
Objectives
Getting 425 on tap in
more restaurants.
Increase 425 brand
awareness
Increase BBC so...
Direct Marketing
Objectives
 Reinforce the quality of
BBC’s products, i.e.
425
 Raise awareness of
product by 10%
 Inc...
Creative Examples
$1 on Direct
Marketing
ROI $ $11.73
Yield
Public Relations Strategies
Objectives
 Gathering 300 more Facebook
“likes.”
 Driving 10% more traffic to the
website.
...
Facebook
Campaign
Examples
Sales Promotion Strategies
Strategy One
 The importance of glassware.
 Why its beneficial!
 How to implement!
Strateg...
Sponsorship and Events
Objective
 Brand awareness
Events
 The Bite of Seattle
 Taste of Edmonds
 Everett Craft Beer ...
Events
The Bite of Seattle
In July-August
Application due in May
2 booths
• Beer garden
o 425
o Coupons
o Promotional ...
Events (continued)
Taste of Edmonds
In July
Applications due in
March
2 booths
Seafair
July-August
Applications due...
Viral (Experiential) Marketing
Utilize multiple social
media networks to
reach as many people
as quickly as possible
 Fo...
Viral (continued)
Utilize different food
and beer displays
 Popup Shops
 Sports games
 Seattle popup shop
events
 Gid...
Budget
$2,500 Promotional budget
Print/Digital, Direct marketing: 40% (~$1,000)
Social Media: 20% (~$500)
Facebook Boos...
Implementation
Pre-event sneak peek: May (3 months prior to the day of event)
• Social media announcement
• Event landing...
Evaluation
Assess the cost-benefit of promotional campaigns.
Use a media monitoring service to collect and collate
menti...
5 Steps of Social Media Management
1. Develop measurable objectives
2. Measure reach and share of conversations
3. Measure...
Social Media Thinking Exercise
Social Media Metrics
1. Facebook Page Insights
• Allows BBC to keep track and improve the overall performance of its
page,...
Thank you for this opportunity,
CHEERS!
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  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT, ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Crimson-Creations-Presentation-Final-Draft - Copy

  1. 1. Public Relations Management and Campaign Spring 2016
  2. 2. Crimson Creations Meagan Baron Copy Director Sapphire Chan Account Executive Christina Marie Cooper Public Relations Director Geoffrey Lewis Art Director Taylor Morris Research Director Landon Szmulewitz Media Director
  3. 3. 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.
  4. 4. Mission Statement Crimson 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.
  5. 5. Executive Summary Background Target Market Audience Analysis Market Positioning SWOT Competitive Analysis Communication Objectives Media Plan Creative Strategy Budget Evaluation Social Media
  6. 6. Background 425 Pale Ale Can be found in several restaurants and retail stores. Signature Flagship Style 4.8% ALC/VOL Available year round Sold in various sizes Handcrafted with flavors of citrus and stone fruit. Dry and crisp finish
  7. 7. 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.
  8. 8. AudienceAnalysis: Customer Persona #1
  9. 9. AudienceAnalysis: Customer Persona #2
  10. 10. 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%
  11. 11. 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…
  12. 12. Market Positioning Bellevue’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.
  13. 13. SWOTAnalysis 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
  14. 14. Competitive Analysis Geaux 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
  15. 15. Competitive Analysis Black 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
  16. 16. Competitive Analysis Redhook 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
  17. 17. Communication Objectives Stimulate 425-tap sales Build brand awareness Increase brand loyalty Increase engagement and consistency
  18. 18. Advertising Strategies Objectives 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 Appeals Emotional appeals Quality appeals Scarcity appeals Tactics and Executions Social media based
  19. 19. Direct Marketing Objectives  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
  20. 20. Creative Examples $1 on Direct Marketing ROI $ $11.73 Yield
  21. 21. Public Relations Strategies Objectives  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
  22. 22. Facebook Campaign Examples
  23. 23. Sales Promotion Strategies Strategy One  The importance of glassware.  Why its beneficial!  How to implement! Strategy Two  Cross promoting beer and food.  Why its beneficial!  How to implement!
  24. 24. Sponsorship and Events Objective  Brand awareness Events  The Bite of Seattle  Taste of Edmonds  Everett Craft Beer Festival  Seafair
  25. 25. Events The Bite of Seattle In July-August Application due in May 2 booths • Beer garden o 425 o Coupons o Promotional items • General area o Food o Coupons o Promotional items Everett Craft Beer Festival In August Applications at least 2 months prior  1 booth
  26. 26. Events (continued) Taste of Edmonds In July Applications due in March 2 booths Seafair July-August Applications due May 2 Booths
  27. 27. Viral (Experiential) Marketing Utilize multiple social media networks to reach as many people as quickly as possible  Follow existing trends to stay current  ALS Ice Bucket Challenge Unique campaign ads  Dollar Shave Club  Old Spice
  28. 28. 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!
  29. 29. Budget $2,500 Promotional budget Print/Digital, Direct marketing: 40% (~$1,000) Social Media: 20% (~$500) Facebook Boosted Post: The budget BBC chooses will determine how many people see its boosted post.  $150 = Est. Reach of 31,000 – 81,000 Twitter Website Clicks or Conversions Campaigns Traditional, grassroots and promotional: 40% (~$1,000)
  30. 30. 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
  31. 31. Evaluation Assess 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 Insights Google Analytics TweetDeck and Hootsuite
  32. 32. 5 Steps of Social Media Management 1. Develop measurable objectives 2. Measure reach and share of conversations 3. Measure Conversions and Sales 4. Track and measure your leads 5. Measure your cost savings
  33. 33. Social Media Thinking Exercise
  34. 34. 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
  35. 35. Thank you for this opportunity,
  36. 36. CHEERS!

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