Fiddlehead Approach Presentation

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Assigned creative director of branding team for Fiddlehead Brewery located in Shelburne, Vermont. Tasked with creating logo, tagline, and tap handle. Conducted competitive analysis of beers in the region. Responsible for assembling a social media campaign aimed to bring more customers to businesses supplying Fiddlehead products. Due to strong presentation skills, I was tasked with designing, creating, and implementing an all-inclusive PowerPoint presentation, encompassing all aspects of our new brand. Led presentation to the class earning an A, as well as a first place rank.

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Fiddlehead Approach Presentation

  1. 1. Fiddlehead Brewery Presents Approach Lochlan Dougherty, Sierra Calabresi, Colby Sears
  2. 2. summary • • • • • 4 P’s Customer Face Logo & Tagline Keg Tap & Coaster New Merchandise • • • • • Competitive Analysis Event Press Release Splash Page Social Media Plan
  3. 3. The 4 P’s Price Product The Approach is a one of a kind brew in the porter style. Artfully crafted by Matty-O himself. Brewed with local hops, and local feel, it embodies a hardy smoky taste with faint hints of caramel reminiscent of Fiddleheads own Brown Porter. Promotion This winters seasonal draft will promoted through Fiddleheads big skivent, as well as a brand new social media campaign, and support from local sources. Remember, we rely on you! So tell your friends about Fiddlehead and come pay us a visit. Due to its exclusive seasonal availability Pints will be offered at $6.50, while Growlers and Growlettes can be refilled for $11. Place The Approach is available exclusively at the Fiddlehead Brewery in Shelburne, VT. Come on down fill a growler, and meet the people behind the brew. While you're out give our locally famous IPA a try at one of over 100 locations.
  4. 4. Who’s Drinking Us?
  5. 5. “Take the Right Approach”
  6. 6. Behind the Bar
  7. 7. What’s Under the Cup
  8. 8. Merch for Purch Expanding Fiddlehead’s Merchandise. Introducing the new Ice Scraper, and Neck Gaiter.
  9. 9. The Playing Field Switchback Ale Performance: Switchback offers an award winning craft brew with a sensuous hint of fruit aromas and mild hops. Can be found anywhere from your local pizzeria to an upscale bar. Servaceability: Available at local bars, and now in 22oz bottles readily available in liquor stores and gas stations throughout Vermont. Features: Dark amber in color boasting a rich malt flavor with a bite of hops at the end. Switchback offers a mild beer that can be sessioned by the everyday drinker. ABV 5% Durability: Switchback can be found at many local bars for around 4-5 dollars a pint. The bottled brew is offered at around 12 dollars. Conformance Quality & Reliability: Switchback offers a consistent high quality product. Recently breaking into the bottling of their brew, with equally consistent results. Style and Design: Switchback is well known for their blue and green color scheme. As well as their easily distinguishable tap handle. Bottled in 22oz quantities only.
  10. 10. The Playing Field Features: Performance: Hill Farmstead offers local craft beer enthusiasts a tasteful and unique experience. Their exclusivity within Vermont has made them a popular commodity among local drinkers. Hill Farmstead presents its fans with a fresh variety of brews, including a few seasonals. They are known for their local feel and unique take on their specialty brews. This is a beer that will and has proven to attract "crafties". Conformance Quality & Reliability: Hill Farmstead has staked its reputation on its quality and consistency. Because of its small size i is important that they produce a consistently quality product which they have become well known for. Durability: Serviceability: This is a true Vermont Beer. Their brew can be found on tap at a number of Vermont bars across the state. They are only available on tap unless directly from the brewery. They ship to NY, Boston, and Philadelphia twice a year. Being a smaller brewery in Vermont, their products are offered at a premium. Tap prices typically range from 6-9 dollars. Style & Design: A unique bottle shape and a creative use of negative space in the logo help Hill Farmstead portray an appealing image.
  11. 11. The Big Skivent! January 2013 Nam id velit non risus consequat iaculis. Take the Right Approach with Fiddlehead Brewery Carve into the 2013 winter season with Fiddlehead Brewery. The Vermont-based company will be hosting a series of events during the month of December to introduce their new winter porter, Approach. Fiddlehead extends the invitation to the public to participate in a month long ski and ride event at Vermont’s most exquisite peaks and terrain. The events will feature trips to Sugarbush, Mad River, Jay Peak and Stowe Mountain Resort. After a day on the slopes Fiddlehead invites attendees back to the barn for local food tastings, beverage pairings and an exclusive preview of “Flow State,” the new ski film by Warren Miller Entertainment. Sunday Monday Tuesday Wednesday 1 Thursday 2 Friday 3 Saturday 4 5 Sugarbush Bus Departure 8:00AM Fiddlehead Barn Festivities 5:00PM 6 7 8 9 10 11 12 Mad River Bus Departure 8:00AM Fiddlehead Barn Festivities 5:00PM 13 14 15 16 17 18 19 Jay Peak Bus Departure 8:00AM Fiddlehead Barn Festivities 5:00PM 20 21 22 23 24 25 26 Stowe Mountain Resort Bus Departure 8:00AM Fiddlehead Barn Festivities 5:00PM 27 28 29 30 31
  12. 12. Hot Off the Press FOR IMMEDIATE RELEASE December 7, 2012 TAKE THE RIGHT APPROACH THIS WINTER SEASON WITH FIDDLEHEAD BREWERY Shelburne, VT (January 5, 2013) – Carve into the 2013 winter season with Fiddlehead Brewery. The Vermont-based company will be hosting a series of events during the month of December to introduce their new winter porter, Approach. Fiddlehead extends the invitation to the public to participate in a month long ski and ride event at Vermont’s most exquisite peaks and terrain. The events will feature trips to Sugarbush, Mad River, Jay Peak and Stowe Mountain Resort. After a day on the slopes Fiddlehead invites attendees back to the barn for local food tastings, beverage pairings and an exclusive preview of “Flow State,” the new ski film by Warren Miller Entertainment. In anticipation of the 2013-winter season Fiddlehead’s event coordinators invite guests to the Fiddlehead Barn at 8:00AM on four consecutive Saturday’s in the month of January (dates include: January 5, 12, 19 and 26). For a small fee $15 guests of the events can take a shuttle from the barn to one of the weekly sponsored mountains. After an exhilarating day on the hill, guests will celebrate winter brew and extreme mountains sports with Warren Miller Entertainment, while enjoying delicious local food from Folino’s Pizzeria and more Vermont favorites! “There will be something for everyone at the launch event! From local treats to thaw an early-start to cabin fever, as well as many outdoor features for the winter enthusiast. This is an event you will not want to miss!” states Sierra Calabresi, one of Fiddlehead’s newest brand representatives. Take the right approach this winter season, and join in on the festivities starting January 5th at 8:00AM-7:00PM. For samples of the debut of Fiddlehead’s newest porter, and ascend into the craft brew phenomenon that is Fiddlehead Brewery. Discover more at… Facebook: http://www.facebook.com/FiddleheadBrew Twitter: @Fiddleheadbrew
  13. 13. Making a Splash
  14. 14. The Social Brand #Quizzlehead December 31, 2012 January 1-2, 2012 January , 2012 December 8, 2012 #QUIZZLEHEAD Competition kicks off. 3 easier questions are asked (Who's the brew master at Fiddlehead Brewery?, etc...) First days prize, a free growler of Fiddlehead's feature winter brew "Approach". #QUIZZLEHEAD Competition continues with increasingly difficult questions, including some new prizes such as neck gaiters, ice scrapers and some Phineas Gage cd's.. #QUIZZLEHEAD Competition reaches the final two days before the skivent kicks off. These days are all about the man behind the brew. Questions will be made by Matt and his three favorite answers will win. Grand prize winners get to spend the day brewing with the master. #QUIZZLEHEAD Competition has reached its end, and the first of the 4 day skivent has finally arrived. Come join us as we celebrate the release of the winter brew Approach with a day on the slopes. Afterwards swing by the brewery with family and friends to sample the Fiddlehead pallet, and why not grab a slice while your at it. For all you ski bums in the area we will be premeiring Flow State to wrap up an exciting few days with the Fiddlehead family.
  15. 15. Summit up Have a safe and fun holiday season from all of us at the Fiddlehead Family

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