Crackem Marketing Plan

Crackem Marketing Plan
(Final Draft)
Green Team:
Ashley Murga
Keila Olea
Jordan Walker
Project & Portfolio IV: Entertainment Business
James Mullins
July 24, 2022

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Table of Contents
Table of Contents.......................................................................................................................... 2
1.0 Executive Summary .............................................................................................................. 3
2.0 Situational Analysis............................................................................................................... 5
2.1 Company Overview............................................................................................................................5
2.2 Mission ...............................................................................................................................................5
2.3 Partnerships ........................................................................................................................................5
2.4 External Marketplace..........................................................................................................................5
2.4.1 Orlando...................................................................................................................................................5
2.4.2 Tampa/St. Petersburg .............................................................................................................................5
2.4.3 Competitors ............................................................................................................................................6
3.0 S.W.O.T.. Analysis................................................................................................................. 7
3.1 Strengths.............................................................................................................................................7
3.2 Weaknesses.........................................................................................................................................7
3.3 Opportunities ......................................................................................................................................7
3.4 Threats ................................................................................................................................................8
4.0 Target Market Analysis ........................................................................................................ 8
4.1 Market Segmentation..........................................................................................................................8
4.2 Target Markets....................................................................................................................................8
5.0 Plan Objectives ...................................................................................................................... 9
5.1 Customer Engagement........................................................................................................................9
5.2 Customer Growth in Florida...............................................................................................................9
6.0 Strategy 1- Social Media Management.............................................................................. 10
6.1 Consistent Engagement ....................................................................................................................10
6.2 Paid Advertisement...........................................................................................................................10
6.3 Influencer Marketing........................................................................................................................10
7.0 Strategy 2- Other Advertising............................................................................................ 11
7.1 Print Marketing.................................................................................................................................11
7.2 Sponsored Events .............................................................................................................................12
7.3 SEO &S.E.M.E.M. ...........................................................................................................................12
7.3.1 SEO ......................................................................................................................................................12
7.3.2 SEM......................................................................................................................................................12
8.0 Marketing Budget................................................................................................................ 13
9.0 Future Considerations ........................................................................................................ 14
10.0References ............................................................................................................................ 15
11.0Appendices ........................................................................................................................... 19

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Appendix A- Editorial Calendar.........................................................................................................19
Appendix B- Social Media Content Example.....................................................................................19
Appendix C- Central Florida Ale Trail Map .....................................................................................22
Appendix D- Print Examples...............................................................................................................23
Appendix E- Apparel Example ...........................................................................................................25
1.0 Executive Summary

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Crackem is an app developed by Aubrey Perry in 2019 with the purpose of connecting Central
Florida beer lovers to their local breweries by featuring a digital Ale Trail map and money-
saving offers. Two years after its launch, with over 100 partner breweries around the greater
Orlando, Tampa, and St. Petersburg area, the app is slowly gaining recognition within its
community. This marketing plan is designed to help Crackem reach its target market most
effectively and efficiently.
Crackem's primary target market is social 21-55-year-old middle and upper-class white
Floridians. While Crackem is still new to the market and is not well known by its target
audience, given its market size and the rise of microbreweries around the state, the app has a
great chance of growing and establishing itself as a trustworthy and reliable tool. The
opportunity exists for Crackem to rise to the top and stand out against its competitors in the area.
The main objectives of this marketing plan are to strengthen Crackem's online presence and
brand positioning to increase brand awareness and app users. The app currently has three main
social media accounts, Facebook, Instagram, and TikTok. While the first two are used
sporadically, the last one hasn't been used at all. To increase its online presence, Crackem must
first improve its reach and engagement by frequently posting relevant content to its audience.
To achieve this goal, a strategic social media, S.E.O. and S.E.M. marketing plan has been
outlined, along with an editorial calendar and content samples. All of these were designed with
the consumer in mind and aimed to bridge the gap through a paid advertising campaign that
includes digital, traditional, and influencer marketing.

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2.0 Situational Analysis
2.1 Company Overview
Crackem is a mobile platform for marketing breweries to craft beer enthusiasts. It simplifies the
concept of the paper ale trail for craft beer lovers to track their visits to local breweries and
explore new ones. It was launched in 2019 by Aubrey Perry, an information technology
professional based in Orlando, FL. (BizJournals, 2020)
2.2 Mission
"Crackem is devoted to supporting beer lovers with the perfect tool to save money and earn
rewards while supporting small businesses, both locally and on the road." (Crackem, N.D.)
2.3 Partnerships
Crackem has partnered with craft breweries throughout the United States, but in Florida, the
founding location, there are over 100 breweries that have partnered with the app to promote their
establishments. This is the state with the most partnerships that Crackem has. These partnerships
are essential in drawing in customers as they seek new breweries and experiences therein. By
fostering good relationships with businesses that want to advertise on the Crackem platform, it
creates a broader network of potential customers that will use Crackem and its services.
2.4 External Marketplace
2.4.1 Orlando
According to Visit Orlando (n.d.), dozens of craft breweries have risen in the city over the past
decade. These microbreweries can be found anywhere from Downtown to the theme park areas
and beyond (DuBois, 2022). The 'Central Florida Ale Trail' (See Appendix A) currently consists
of 28 local breweries, 8 of which can be found in Orlando (Central Florida Ale Trail, 2019).
These breweries are Broken Cauldron, Dead Lizard Brewing Company, Ellipsis Brewing,
Ivanhoe Park, Ocean Sun Brewing, Orange County Brewers, Orlando Brewing, Redlight
Redlight, Tactical Brewing Co., and Ten10 (Central Florida Ale Trail, 2019). All these breweries
and more could be found on the Crackem app, facilitating the process of completing the 'Ale
Trail' without worrying about the paper map if users wished to.
2.4.2 Tampa/St. Petersburg
Visit Tampa Bay (n.d.) showcases 14 breweries and distilleries within Tampa Bay, Ybor City,
Seminole, and Tampa Heights as part of its "Bay Crafted" initiative, which includes a free online
digital pass. After visiting, 4, 8, and 12 locations, users can stop by the Unlock Tampa Bay
Visitors Center to collect prizes (Visit Tampa Bay, n.d.).

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'The Gulp Coast Craft Beer Trail' consists of more than 35 local breweries in the St.
Pete/Clearwater area (Visit St. Pete Clearwater, n.d.). Just like Tampa Bay, Visit St.
Pete/Clearwater (n.d.) also created an online digital passport and detailed guide separating the
breweries by region (North, Central, and South), simplifying the process for local visitors and
tourists alike.
Both trails use free online platforms and text messages to track locations without downloading an
app.
2.4.3 Competitors
Aside from the Tampa/St. Pete's free digital versions of the trail map, other apps can be
considered competitors for Crackem. Among them are Untappd, Craftapped, and Brewee. After
creating an account, Untappd lets you discover, check in, and rate beer in nearby bars, breweries,
and venues (Untappd, n.d.). Untappd, currently #152 in food and drinks apps, also allows in-app
purchases. Craftapped is a craft beer club and requires a paid membership. The app lets you
discover breweries, cideries, distilleries, restaurants, and bars in 13 states, including Florida
(Craftapped, n.d.). Memberships vary by state and include a certain amount of craft beverage
credits per month (Craftapped, n.d.). Lastly, Brewee is an app that allows users to find local and
national craft breweries (Brewee, n.d.). Once they've created an account, users can visit and rate
each location (Brewee, n.d.).
While all these apps essentially serve the same purpose, there are still some differences.
Cost
Crackem:
 $5/month
Competitors:
 Untappd: Free
 Craftapped: $29.99/year (Florida
membership)
 Brewee: Free
Ratings (Per the Apple App Store, 2022)
Crackem:
 6 reviews, 3.3 rating
Competitors:
 Untappd: 125k reviews, 4.9 rating
 Craftapped: 16 reviews, 4.3 rating
 Brewee: 366 reviews, 4.7 ratings
While Crackem has the lowest rating, it offers things that the other apps don't, like its money-
saving and pay-it-forward features.
3.0 S.W.O.T. Analysis

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3.1 Strengths
 Crackem has multiple target markets, which ensures that the app is not reliant on one
market in particular
 Crackem is free to download and allows users the ability to "takeout" from breweries,
which was relatively unheard of before the pandemic
 The owner of Crackem has a background in I.T.; his skill set will make the decision-
making process a lot smoother when it comes to changes to the app
 As of 2021, there are over 9,241 breweriU.S.in the U.S. and over 250 in Florida alone.
There is a lot of room for partnerships and growth with these breweries
 A good team comprised of people with varying degrees of expertise from marketing to
the beer industry
 Crackem is in a market that is unsaturated compared to other apps; this allows a lot of
room for growth
3.2 Weaknesses
 Crackem is relatively unknown compared to some of its competitors like Untappd and
Tavour
 Reviews of the app indicated that the user experience was lacking in some areas, and at
times, it was hard to log in
 Crackem's has a small social media presence which hinders the amount of traffic that
could be driven to the app
 No clear-cut marketing plan for growing consumer base
 Crackem is very niche and relies on one segment of the alcohol industry
3.3 Opportunities
 The lack of internet marketing leaves a lot of room for growth through social media
advertising and promotion
 Crackem should be looking to sponsor/partner with as many beer festivals in Florida to
continue growing via word of mouth; The Orlando Beer Festival coming up on
November 12 of this year is an excellent opportunity for marketing and exposure
 Craft beer has increased its market share from 12% to 13.1% of all beer sales, which
means more people are looking to drink specialty beers from specialty breweries, which
also means more opportunities for users
 The beer-drinking community has become a lot more diverse, and stats show that women
under the age of 25 are consuming more beer than men in the same age range, creating a
vast opportunity to tap into the female beer enthusiast market, which tends to get
overlooked
 Crackem can be an Uber Eats and Open Table rolled into one for the craft beer world.
Partner with all the local breweries and allow the users the ability to either make
reservations and complete the ale trail via the app or order beer to go from their favorite
brewery that they can go to pick up.

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3.4 Threats
 More established breweries may choose to cut out the middleman and keep everything in-
house by developing their app and ale trail system to use at their breweries
 Existing apps in the same space taking up market share
 Due to the current economy, people are going out less, which means fewer people going
to breweries, meaning less of a need to download the app
4.0 Target Market Analysis
4.1 Market Segmentation
Demographic: 21-55 years of age; non-Hispanic white male and female; $50,000 - $250,000 a
year; college graduate; Lives in Florida
Psychographic: Social, competitive, enjoy drinking responsibly, some college, enjoys trying new
kinds of beer, likes to travel, seeks out deals,
Benefits Sought: Stress relief, camaraderie with friends, relaxation, getting out of one's comfort
zone
Geographic: Florida, United States
Distribution of weekly craft beer drinkers in the United States by age:
4.2 Target Markets
Crackem has two main target markets. The first target market consists of 35–55-year-old beer
enthusiasts; they like to travel and visit new breweries; they have families and use trips to bond.
(Statista, 2022)

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The second target market is made up of 21–34-year-olds who are new to craft beer and are
looking to broaden their beer palette; they have disposable income; they like to go to breweries
and beer festivals with their friend groups; they are single and or dating but do not have kids.
5.0 Plan Objectives
5.1 Customer Engagement
Engaging customers throughout their journey while purchasing or using a product develops
customer loyalty and helps the company collect beneficial customer information. This customer
information can inform marketing decisions about what areas to target, what content to create,
and how to improve processes.
According to Gartner's website, the benefits of customer Engagement include:
 "Boosts brand experience."
 "Increases customer loyalty and trust."
 "Provides valuable customer feedback and insight."
 "Improves customer experience."
 "Increases sales funnel velocity."
(Briglia, 2020)
These benefits are all directly related to the success of a business by building trust between
Crackem and its customers.
5.2 Customer Growth in Florida
Crackem can hold the largest market share amongst its competitors by attracting more users to its
app.
Crackem is available nationwide in several cities, with its most significant market share in
Florida. Competitors exist in these markets that take a larger market share in the Craft Beer Ale
Trail. The objective to stretch Crackem's reach and grow its user base in its current market areas
will grow its market share and increase revenue for the app and its partners.
The current population of 21+ residents of the state of Florida is 11,736,378. (InfoPlease, 2022)
According to the Brewer's Association in 2018, the Percentage of Craft Beer Drinkers was 40%
of the surveyed population. Crackem should aim to capture 25% more of that population, placing
them as the top craft beer app amongst competitors.

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6.0 Strategy 1- Social Media Management
6.1 Consistent Engagement
Crackem's biggest marketing goal is to strengthen its online presence to increase its brand
awareness and reach its potential customers. It will implement a new Social Media Marketing
Strategy focused on more targeted and consistent content to achieve this. By increasing the
quality and frequency of its posts, Crackem's social media reach and engagement will grow. The
primary strategy will involve:
 Teaching followers how to use the app and the benefits it offers
 Showcasing its partner breweries
 Promoting the Central Florida' Ale Trail'
 Sharing user-generated content
 Increasing post frequency to 4-8 a month on Facebook and Instagram
 Post once a week on TikTok
 Scheduling tools like Hootsuite, Later, or Sprout Social
 Repurposing content for other platforms
 Including questions and call-to-action at the bottom of each post caption and on stories.
6.2 Paid Advertisement
An essential part of Crackem's marketing campaign is paid digital advertising. Its social media
ads will include but are not limited to:
 Sponsored and paid posts
 Instagram story ads
 Boosting 'Ale Trail' posts on Facebook that include a "download" option for the app.
 Participating breweries can make "in-partnership-with" posts with Crackem and invite
their followers to use the app.
Each ad can run anywhere from 2-4 weeks at a time.
6.3 Influencer Marketing
To establish Crackem as a credible and reliable tool among consumers, it will partner with local
micro and macro food, beer, and tourism influencers to promote the app. These influencers
(Brewer’s Association, 2022)

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should have a robust online presence (10,000 followers or more, Whateley 2022) in one or more
of the following:
 Social media (i.e., Facebook, Instagram, TikTok, YouTube)
 Blogs
 Websites
 Digital magazines
Their job would be to review the app and the benefits it offers. For example:
 "How-to-use" reel for Instagram
 Video compilation of the Central Florida' Ale Trail' for TikTok
 Review video for YouTube explaining some of the offers and special features of the app
 Florida-based magazine article
 A blog post that includes a coupon as an incentive for the readers
 Feature on a podcast
These partnerships will facilitate the brand's exposure by delivering relevant third-party content
directly to its target audience.
7.0 Strategy 2- Other Advertising
7.1 Print Marketing
"Print marketing adds tangibility to your media campaigns. A postcard, flyer, banner, or
magazine ad can stick around for a while for your target audience to see and remember. As the
printed materials occupy a physical space, it creates a value of possession that can be leveraged
in the long run." (S.B. Marketing L.L.C. 2020)
Flyers and posters to be displayed at each participating brewery and local liquor stores will invite
customers to download and engage with the Crackem app in return for a coupon or free Item.
These advertisements will have a Q.R. code that will take customers directly to the Crackem app
and simplify the download process. Examples of print advertisements include:
a. Posters/Flyers to be placed in partner breweries and liquor stores
b. Coasters
c. Informational postcards to place on tables and handout at events
Appendix Item D.3 is an example of a poster flyer that advertises Friday Night Buy 1 Get 1
Happy Hour that can be "unlocked" by downloading the Crackem app. The poster can be
customized with the logo of each partner brewery to add a unique and personal connection
between the poster and the brewery. This will target customers who are not already using the
app, and this is appealing because simply downloading the application will reward the patron
with a free drink. Most consumers appreciate and will take advantage of a deal to save money.

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7.2 Sponsored Events
Sponsoring and being present at local events that would attract the type of audience that enjoys
craft beers, Crackem would be placing itself in front of potential customers. It also establishes
credibility in the local area and will lead to increased brand awareness and trust. Events that can
be sponsored or attended include:
a. Music Festivals
b. Craft Beer and Food Festivals
c. Conventions for Craft Beer
d. Local Neighborhood Markets
During these events, there would be:
a. Set up sponsor tent with giveaways displaying banners and informational posters with
easy-to-read headlines and text. See Appendix D
b. Raffle entries for app downloads
c. Giveaway items like t-shirts, beer koozies, and coasters See Appendix E
d. Brand Representatives (Street Team) giving out small advertising items like coasters,
bracelets, and stickers while wearing Crackem branded merchandise.
7.3 SEO & SEM
7.3.1 SEO
Search engine optimization is vital to any business today. It is the difference between being seen
on the first page of Google vs. the sixth page. The best way to utilize SEO is through keywords
and phrases, also known as "long tail keywords." An example of a long tail keyword would be
"how to find breweries in Florida." Crackem must be synonymous with virtual ale trails, events,
and discounts within the craft beer world. Any content that is put out on social media or a blog
should be optimized with hashtags and keywords relating to that. Examples of keywords are
virtual ale trail, Crackem discounts, Florida breweries, craft beer near me, upcoming beer events,
etc.
7.3.2 SEM
Search engine marketing or pay per click (P.P.C.) is a marketing strategy where the business will
pay the search engine to be placed higher on the results page when someone searches one of
Crackem's keywords or phrases. The thing about P.P.C. is that you only pay for the clicks that
result in visitors to the site, so if someone searches the keyword but doesn't go to the site, it will
not count against Crackem. Also, even if someone visits your site from a P.P.C. campaign, the
visit still counts towards the business's organic site traffic. Various sites will use SEO and
S.E.M., like SEMRush, WebFx, and Marketing 360. Prices vary from $1,000 to $5,000 a month,
depending on the needs of the app/business.

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8.0 Marketing Budget
The Small Business Administration estimates that "B2C companies spent slightly more on
average, with product companies spending 9.6% and B2C services companies spending 11.8%."
(Lesonsky, 2019) These percentages are calculated from the total revenue. To get the most out of
the marketing budget, a mix of marketing methods will be used to get in front of the target
audience. The quarterly marketing budget below demonstrates the money allocated toward each
marketing segment.
Crackem Quarterly MARKET
ING BUDGET
Projected Subtotal to date: $ 12,075.00
COMMENT
S
SUBT
OT
AL $ 3,400.00
Feesfor sponsoring eventsand setting up tents
S
ponsoring spec ialsat partnering breweries
Feesfor poartic ipating in c raft beer c onferenc es
SUBT
OT
AL $ 4,875.00
Postersto use at breweriesand events
Broc huresto leave at brweriesand events
Postc ardsto handout at events
Billboards/ City S
ignage
SUBT
OT
AL $ 1,500.00
Paid advertisements
Paid advertisements
Paid advertisements
SUBT
OT
AL $ 750.00
SUBT
OT
AL $ 1,550.00
Coasters, stic kers, and other branded items
S
hirtsand hatsfor street team to wear and giveaways
Other
Merc handise $ 7 50.00
Brand Apparel $ 8 00.00
Pay-Per-Clic k Marketing $ 5 00.00
S
EO $ 2 50.00
Instagram $ 5 00.00
Online/ Web
Fac ebook $ 5 00.00
Print Advertising
Posters $ 6 75.00
Broc hures $ 7 00.00
Flyers $ 5 00.00
Outdoor Print $ 3 ,000.00
Social Media
TikTok $ 5 00.00
Conferenc e Dues $ 2 50.00
S
ponsorships $ 9 50.00
Public Relations
Public Events $ 2 ,200.00
CAMPAIGN T
YPE
PROJECT
ED
SUBT
OT
AL

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9.0 Future Considerations
The Crackem app's user experience leaves something to be desired. It is choppy often, and there
was trouble when trying to log into the app. Reviews left about the app echoed the same
experience. Also, there needs to be a brewery directory so people can search for breweries if they
want to. By improving these couple of things, Crackem can begin to better compete with its
competitors.
There are multiple websites for Crackem, and both seem to be functional. Crackem needs to
dissolve one of these websites to increase the effectiveness of any SEO and S.E.M. campaigns.
The two sites are splitting an already low visitor count, which makes it hard to properly track if a
marketing strategy is working correctly or not.

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10.0 References
About. (n.d.). Brewee. https://www.brewee.app/about/
Aswani, S. (2021, March 17). Opportunities in beer in 2021 & beyond. I.W.S.R. Retrieved July
22, 2022, from https://www.theiwsr.com/opportunities-for-beer-in-2021-beyond/
Apple. (2022). Brewee. App Store. https://apps.apple.com/us/app/brewee/id512989681
Apple. (2022). Crackem. App Store. https://apps.apple.com/us/app/crackem/id1475988189
Apple. (2022). Untapped. App Store. https://apps.apple.com/us/app/untappd-discover-
beer/id449141888
Beer Consumption U.S. And by State per Capita in the U.S.A. (2020, July 27). Beer Info.
Retrieved July 15, 2022, from https://beerinfo.com/beer-consumption-by-state-per-capita/
BevAlc Insights Team. (2022, June 29).' 2022 Craft Beer Forecast. BevAlc Insights. Retrieved
July 18, 2022, from https://bevalcinsights.com/bevalc-insights-2022-craft-beer-
forecast/#:%7E:text=In%20Drizly’s%202021%20Retail%20Report,23%20percent%20fo
r%20hard%20seltzer.
Brewers Association. (2022, April 27). State Craft Beer Sales & Production Statistics, 2021.
Retrieved July 18, 2022, from https://www.brewersassociation.org/statistics-and-
data/state-craft-beer-stats/?state=FL

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Briglia. (2020). Why Customer Engagement Is Important. Gartner. Retrieved July 18, 2022, from
https://www.gartner.com/en/digital-markets/insights/why-customer-engagement-is-
important
Central Florida Ale Trail Map. (2019). Central Florida Ale Trail [Facebook].
https://www.facebook.com/CFLAleTrail/photos/a.213686652455284/539438079880138
Crackem. (2022, July 18). N/A [Instagram Page]. Instagram.
https://www.instagram.com/crackem.beer/
DuBois, M. (2022). The 8 Best Breweries in Orlando to Enjoy a Pint. Timeout.
https://www.timeout.com/orlando/bars/best-breweries-in-orlando
Florida Membership. (n.d.). Craftapped. https://craftapped.com/product/florida-membership/
Gibbons, M. (2022, July 14). 6 SEO Examples to Imitate on Your Business Website. WebFX.
Retrieved July 18, 2022, from https://www.webfx.com/blog/seo/seo-examples/
Home. (n.d.). Crackem. https://crackem.us
Home. (n.d.). Craftapped. https://craftapped.com
Home. (n.d.). Untappd. https://untappF.L.com
Infoplease. (2020, June 5). F.L. Demographic Statistics. Retrieved July 22, 2022, from
https://www.infoplease.com/us/census/florida/demographic-statistics

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Lesonsky. (2019). How to Get the Most out of Your Marketing. Small Business Administration.
Retrieved July 16, 2022, from https://www.sba.gov/blog/how-get-most-your-marketing-
budget
Lindenberger, H. (2022, May 26). The Craft Beer Industry Has Reason To Celebrate According
To The Latest Data. Forbes. Retrieved July 18, 2022, from
https://www.forbes.com/sites/hudsonlindenberger/2022/05/25/the-craft-beer-industry-
has-reason-to-celebrate-according-to-the-latest-data/?sh=412572812837
Orlando Breweries. (n.d.). Visit Orlando. https://www.visitorlando.comS.B.ngs-to-
do/eL.L.Cdrink/breweries/
S.B. Marketing L.L.C. (2020, September 28). 3 Reasons Why Print Marketing Is Still Important.
Retrieved July 18, 2022, from https://sbmarketingllc.com/3-reasons-why-print-
marketing-is-still-
important/#:%7E:text=Print%20marketing%20helps%20present%20your,target%20audie
nces%20based%20on%20placement.
Search engine marketing. (n.d.). Optimizely. Retrieved July 18, 2022, from
https://www.optimizely.com/optimization-glossary/search-engine-
marketing/#:%7E:text=What%20is%20search%20engine%20S.E.R.P.sting,engine%20re
sults%20pages%20(S.E.R.P.s).
Soderstrom. (2019). Orlando startup Reviox's Crackem app helps breweries handle takeout
orders. BizJournals. Retrieved July 18, 2022, from

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https://www.bizjournals.com/orlando/news/2020/08/26/orlando-startup-reviox-crackem-
app-helps-breweries.html
Statista. (2022, July 5). Share of weekly craft beer drinkers in the United States in 2020, by age.
Retrieved July 24, 2022, from https://www.statista.com/statistics/1089129/share-of-
weekly-craft-beer-drinkers-by-age-us/
The Gulp Coast Craft Beer Trail. (n.d.). Visit St. Pete Clearwater.
https://www.visitstpeteclearwater.com/gulp-coast-craft-beer-trail
Watson, B. (2020, August 3). Shifting Demographics Among Craft Drinkers. Brewers
Association. Retrieved July 22, 2022, from
https://www.brewersassociation.org/insights/shifting-demographics-among-craft-
drinkers/
Weitz, G. (2022, January 12). 8 Beer Industry Trends to Watch in 2022 •. Hop Culture.
Retrieved July 18, 2022, from https://www.hopculture.com/craft-beer-industry-trends-
2022/
Whateley, D. (2022). How Many TikTok Followers You Need to Start Making Money. Business
Insider. https://www.businessinsider.com/how-many-tiktok-followers-you-need-to-start-
making-money-2022-1

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11.0 Appendices
Appendix A- Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1-Aug 2-Aug 3-Aug 4-Aug 5-Aug 6-Aug
Facebook Reply to Comments
Post about BeerFest
Event
Reply to Comments Brewery Feature Reply to Comments Event Feature
Event Feature with
Customer
Instagram Repost Follower Stories Brewery Feature
Customer Poll on
Stories
Repost customer
responses
Weekly Special
Announcment Post
Weekly Special
Reminder Story
Repost Follower
Stories
TikTok Post Video- TikTok Thursday
Print Marketing
Leave new print
media at breweries
Events BeerFest
7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug
Post about Craft Beer
Conference
Event Feature with
Customer
Customer Poll on
Stories
Repost customer
responses
Weekly Special
Announcment Post
Weekly Special
Reminder Story
Repost Follower
Stories
Print Marketing
Submit new bus stop
designs
Events BeerFest
Post about Music
Festival
Event Feature with
Customer
Customer Poll on
Stories
Repost customer
responses
Weekly Special
Announcment Post
Weekly Special
Reminder Story
Repost Follower
Stories
Print Marketing
Leave new print
media at breweries
Events Craft Beer Conference Music Festival
Post about
Neighborhood Market
Event Feature with
Customer
Customer Poll on
Stories
Repost customer
responses
Weekly Special
Announcment Post
Weekly Special
Reminder Story
Repost Follower
Stories
Print Marketing Billboard Launch
Events Music Festival
Neightborhood
Market
28-Aug 29-Aug 30-Aug 31-Aug
Post about BeerFest
Event
Reply to Comments Brewery Feature
Customer Poll on
Stories
Repost customer
responses
TikTok
Print Marketing
Leave new print
media at breweries
Events Neightborhood Market
Work on Video for Thursday Release
Craft Beer Conference
August 2022
Marketing Calendar
Prepare for Weekend Event

20
Appendix B- Social Media Content Example
SUMMER ALE ALERT! @OrlandoBrewing just released a
Mango Pale Ale just in time to defeat the Florida heat. Make
sure to put it on your list as you complete the Central
Florida #AleTrail this summer.
Don't forget to check in on the Crackem app to receive
special offers and discounts at your favorite local breweries.

22
Appendix C- Central Florida Ale Trail Map

23
Appendix D- Print Examples
Appendix D.1, Poster Example
Appendix D.2, Outdoor Signage Example
Appendix D.3, Brewery Specials Poster
Appendix D.4, Banner Example

24
Appendix D.5, Billboard
Appendix D.6- Print Banner

25
Appendix E- Apparel Example
Appendix E.1, Street Team Tank Top

Crackem Marketing Plan

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