2. CURRENT
SITUATION
FOOD/DRINK SPACE LOCATION
• Reasonably
priced food
• Wide beer
selection
• Breakfast all day
• Tons of TVs
• Banquet room
• Large spacious
layout
• Relaxed &
comfortable
atmosphere
• Conveniently located near
hotels, Gateway Mall, and
I-5
• 125,000+ daytime employees
working within 5 miles
• 335,000 consumers in
Gateway Mall trade area
• Highly competitive location
3. CURRENT
SITUATION
“The space seems geared toward a low-
key bar, but they offer breakfast, and
even though they say they’re family
friendly, don’t have a kids’ menu.”
“Confused
Nothing distinguishes
the Taphouse from
other bars in the area
identity”
Staff and customers are
unsure what exactly
Gateway Taphouse is.
5. SECONDARY
RESEARCH
• Currently there are 234
breweries in Oregon.
• 20% of all the beer sold in
Oregon is made in Oregon
• 60% of all draft beer sold
in Oregon is made in
Oregon“No other state can match Oregon’s thirst
for and fascination with craft beer or the
robust diversity of its brewing industry…”
- Oregon Business
OREGON
BEER+
6. PRIMARY
RESEARCH
“When traveling, I like to try local spots. Denny’s
are the same all across America, but local
businesses give you a taste of that culture.”
-Scott, Gateway Taphouse customer
“I relate more to local or indie businesses. They reflect the
community better than chains…local bars create more jobs in
the community and reflect Oregon as a whole.”
-Adrian Rodriguez, Springfield resident
CONSUMER
QUOTES
INSIGHTS&
• Customers like the beer selection and the atmosphere
• There’s confusion about what exactly Gateway Taphouse is
• People in the area prefer supporting local businesses
• Oregonians love everything Oregon, from sports to craft beerfound
whatwe
7. THE
BIG IDEA
Oregon has the best craft beer
in the country…
Serving exclusively
Oregon beer
… so why carry anything else?
9. By selling exclusively Oregon beer the Taphouse has a major
opportunity to make itself truly unique.
We propose a name change, from Gateway Taphouse to
Changing the name to Oregon Taphouse emphasizes our big idea,
drawing on Oregon pride and the culture of Oregon craft beer.
It appeals equally to locals who love their homestate and visitors who
want the Oregon beer experience.
OREGON TAPHOUSE.
10. All creative work from this point on will be branded Oregon Taphouse,
but all creative executions could work with the Gateway Taphouse name as well.
NEW NAME
11. TARGET
AUDIENCE
PrimaryAudience:
25 to 40 year olds who live
and work near Gateway
Mall in the Eugene/
Springfield area.
SecondaryAudience:
Out-of-towners staying at
hotels surrounding Gateway
Mall, including those in town
for Duck football games.
12. • Largest age group in Lane County
• Currently growing in numbers in this area
• Largest age demographic of craft beer drinkers by gender:
• 44% of women ages 21-34
• 44% of men ages 35-54
• Our target age range meets these two groups in the middle
• Targeting working people in the area, not retirees or students
25-40 YEAROLDS:
TARGET
AUDIENCE
16. Bartender: Hey, what can I get you?
Customer: Hi can I get a PBR?
Bartender: We don’t serve that here.
Customer: Uhhh ok, how about a silver bullet then?
Bartender: Alright, so one water coming up
Customer: What?
Bartender: (laugh) You’re not from around here are you?
Customer: No, just moved here from LA!
Bartender: Yeah, I can tell! Why don’t we get you a real beer.
Narrator:
RADIO ADVERTISEMENT
16
Oregon Taphouse. 42 taps. 42 exclusively Oregon beers. Located off I-5 on
Gateway St. in Springfield. Open 7am-2am everyday...Come have a drink with us!
31. 82%
30%
of smartphone owners use a
search engine when looking for a
local business
of smartphone owners used their
phone to decide whether to visit a
business (such as a restaurant) in
the last 30 days
31
MOBILE
OPTIMIZED
36. Secure the Taphouse as the home of Oregon beer for those who work and live in the
area. Build awareness for travelers staying in surrounding hotels, making Oregon
Taphouse the place to get the local beer experience.
SHORT TERM (0-12 months):
LONG TERM (1-5 years):
Continue growing Taphouse brand and recognition after initial establishment in the
community. Make it a destination spot to try Oregon beer.
Make Oregon Taphouse the flagship location for all Traxler bars. Also have the option
to make all Traxler locations “Oregon Taphouse” bars, and increase the number of
Oregon beers offered at each location.
MEDIA PLAN:
OBJECTIVES
37. MEDIA PLAN:
SOCIAL MEDIA
PLATFORMS COST
GOAL
Increase Engagement with the brand among current and new
patrons and increase brand awareness.
RATIONALE
80% of our target
audience is on
social media
37
Facebook
Twitter
Instagram
TARGET:
25-40 year olds living in the area (primary), people from out-of-town looking for more
information about the Taphouse or wanting to share their Oregon experience (secondary)
Time
41. WHAT
7 week
advertisement in
the Eugene Weekly
1/4 page
COST
$4,746
CPM: $10
TARGET:
RATIONALE
55% of our target audience say
they have read print in the last
week
86,160 readership in Lane
County
68% of EW readers say they like to
go to bars
41
PRINT
25-40 year olds living in Eugene/Springfield area (primary)
42. WHAT
30-second radio
advertisements on
KKNU and KDUK
During morning and
evening drive-times
alternating every
other week for three
months
COST
$3,465
CPM: $10.80
TARGET:
RATIONALE
RADIO
WHYNOTTV?
• Live television viewing is down 13% for all ages (except for 55 and older)
• 84% of smartphone and tablet owners use their devices while watching TV
• Radio has a more captive audience 42
25-40 year olds living in Eugene/Springfield area (primary)
• Radio reaches 91% of our target
audience, who spend 16 hours a week
listening
• Country radio stations are the most
popular overall
• Top 40 radio targets listeners ages 18-34
43. WHAT
Bus advertisements on the
buses that are used for
shuttles to Autzen
Stadium during Oregon
Duck home football games
7 buses, 12 weeks
COST
$10,500
CPM: $16
TARGET:
OOH: TRANSIT
43
RATIONALE
57,490 people attend each football
game on average, not including the
people who come only to tailgate
Busses start 4 hours before the
games, come every 10-20 minutes,
and sit outside during the game
These busses also drive around town
when not being used as Autzen
shuttles
People in town for Duck games, trying to get them to join us after the game,
as well as people living in Eugene/Springfield area (primary & secondary)
44. WHAT
15-second video
advertisement above
baggage claim in Eugene
airport
Through Eugene
Cascades and Coast,
Lane County travel
organization
COST
$1,200 per year
CPM: $3.00
TARGET:
RATIONALE
OOH:
AIRPORT VIDEO
44
People visiting Eugene (secondary)
Captive audience: The ECC video
is the only stimulating feature of
baggage claim
400,000 pass through the
Eugene airport each year
45. COST
$4,500
CPM: $8
TARGET
People driving around
Eugene (primary &
secondary)
TARGET
People coming down
for Duck Games
(secondary)
OOH:
I-5 BILLBOARDS
45
NORTHBOUND
Digital/electronic
billboard right before
Gateway exit
SOUTHBOUND
Traditional static
billboard 10 miles North
of Eugene
RATIONALE
58% of consumers have learned about a
restaurant through a billboard and then
visited that establishment
The average total commute time in Lane
County is 40 minutes per day
46. WHAT COST
$1,260
TARGET:
RATIONALE
Stands out as the only non-chain
logo on sign
Constant reminder to those who
frequently pass through the area
Average daily traffic on this
stretch of I-5: 93,000 vehicles
OOH:
LOGO SIGN
46
People driving around on I-5 (primary & secondary)
Logo on the “Food this exit”
signs Northbound and
Southbound on I-5 near
195B and on off-ramp
47. WHAT
400 (men’s and women’s)
hidden t-shirts in Gateway
Mall
Tags saying the t-shirt is
free courtesy of Oregon
Taphouse and is also
redeemable for their
first beer
COST
$2,875
Up to 400 free beers
TARGET:
RATIONALE
Take advantage of and leverage
the buzz around the Gateway
Mall reopening
Tremendous social and word-
of-mouth buzz potential
57% of US consumers say
they feel more favorable
towards brands who give them
free shirts.
EXPERIENTIAL:
T-SHIRT
47
Gateway Mall shoppers (primary)
48. WHAT
Power-washed stencil
logos
On sidewalks near
Gateway Mall, hotels,
and bus stops
COST
$450
TARGET:
RATIONALE
People walking around the area
or taking the bus will see the
logo frequently in parking lots
and sidewalks
GUERILLA OOH:
POWER-WASHING LOGO
48
People walking around the area or taking the bus, Gateway Mall
shoppers, people staying in surrounding hotels (primary & secondary)
49. 49
EXTERIOR
IMPROVEMENTS
WHAT
Replacing sign face
Paint red trim dark
green to match new
logo
White lights around
trim of restaurant
COST
$9,290
TARGET:
RATIONALE
Includes new name and a
design that better matches the
Taphouse’s tone and feel
New trim color matches new
Taphouse branding while
distinguishing it from it’s
Chinese buffet past
Lights will illuminate
restaurant at night, drawing
attention to the Taphouse
Current and prospective customers, anyone driving by or in the area
(primary and secondary)
50. Print
Radio
Bus wraps
Airport video
Billboards
Logo sign
T-shirts
Power wash
Exterior changes
Production costs
Total
BUDGET
$4,746
$3,465
$10,500
$1,200
$4,500
$1,260
$2,875
$450
$9,290
$500
$38,786
ONE-YEARBUDGET
50
52. MEASURING
SUCCESS
• Engagement and analytics on social media platforms (Facebook,
Instagram, Twitter)
• Website traffic/analytics
• Number of tags redeemed from experiential t-shirt campaign
• Influx of customers after Duck football games
• Asking new customers how they heard about the Taphouse (Eugene
Weekly, radio ad, power-washing campaign, bus ads, billboards etc.)
54. INDEX
54
Page 2 (Current Situation):
There are over 125,000 daytime employees that work within five miles of the Gateway Mall.
The trade area exceeds a 10-mile radius with over 335,000 consumers. The Taphouse is
located just down the street and can take advantage of the numerous workers and
consumers that are in the area.
http://rouseproperties.com/gateway-mall
Page 3 (Current Situation):
This Yelp! review is a good example of how the Taphouse is currently viewed. It has tons of
space and tv’s but even the customers notice their confused identity. Jeremy G. says, “the
space seems geared toward a low-key bar, but they offer breakfast and even though say
they're family friendly, don't have a kid menu.”
http://www.yelp.com/biz/the-gateway-taphouse-springfield?
hrid=CanHy4Ib0ITHB2r3YBkIQw&page_src=shared_via_messages_or_emails
In our competitive analysis research we found that a lot of bars/restaurants nearby have
similar offerings, such as breakfast or a large beer selection. (Buffalo Wild Wings has 35
beers on tap, Prime Time has 24 and serves breakfast all day).
Page 5 (Secondary Research):
Our secondary research has shown that without a doubt Oregon is #1 when it comes to craft
beer. There are currently 234 breweries in Oregon (more per capita than any other state).
20% of all the beer sold in Oregon is made in Oregon and 60% of all draft beer sold in
Oregon is made in Oregon. Oregon also ranks #1 on amount of money spent on craft beer.
http://oregoncraftbeer.org/facts/
Articles/blogs are often seen commenting on Oregon's love for craft beer. “No other state
can match Oregon’s thirst for and fascination with craft beer or the robust diversity of its
brewing industry…” - Oregon Business
http://www.oregonbusiness.com/articles/20/251
Page 6 (Primary Research& Insights):
Consumer quotes:
We spoke with Scott, a customer at Gateway Taphouse, around 10:30 pm on a Saturday
night. Scott told us he noticed the Taphouse walking by. He was staying at Best Western just
a few minutes away and was walking to find a movie theatre. He noticed the pool table and
Coor’s sign from outside and decided to come in. We asked him how he felt about local bars/
restaurants compared to chain establishments. He said, “When traveling I like to try local
spots. Denny’s are the same all across America, but local businesses give you a taste of that
culture.”
We also interviewed Adrian Rodriguez, who lives in the area. He has heard of the
Taphouse but has never been. He appreciates that it isn’t just another chain
restaurant in the area. “I relate more to local or indie businesses. They reflect the
community better than chains and are more customer based than profit. I like when
local bars create more jobs in the community and reflect Oregon as a whole.”
Insights:
We drew these insights from both our primary and secondary research, including
lots of observations and interviews. We asked consumers in the Gateway area if they
had visited the Taphouse yet and what they thought about out it. We also asked what
people thought about local vs. chain and Oregon pride.
Page 12 (Target Audience):
The Eugene Area Chamber of Commerce shows that 25-40 year olds make up the
largest age group in Lane County.
http://www.eugenechamber.com/community/facts_figures.aspx
We also found that the 25-40 year old age group is growing in numbers in the area.
file:///Users/MichelleMiley/Downloads/Eugene%20Springfield%20Five%20Year
%20Consolidation%20Plan_201203221428320062.pdf
When researching our age demographic and craft beer specifically we found that
women ages 21-34 drink more craft beer than any other age group, and men ages
35-54 drink more craft beer than any other age group. Our target age range meets
these two groups in the middle.
http://www.statista.com/statistics/289529/us-craft-beer-drinkers-by-age-and-gender/
Page 31 (Mobile Optimized):
Having a website, especially one that is mobile optimized is key for consumers. 82%
of smartphone users use a search engine when looking for a local business:
https://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-
know.pdf
More Google searches take place on mobile devices than on computers:
https://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-
know.pdf
80% of internet users own a smartphone.
30% of smartphone owners used their phone to decide whether to visit a business
(such as a restaurant) in the last 30 days.
http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
55. 55
Page 37 (Media Plan: Social Media):
Social media is more prevalent than ever and with 80% of our target audience on social
media, it is a very useful tool for reaching/engaging with consumers.
http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
Page 38 (Facebook):
The Taphouse already has a Facebook page which is great because 79% of our target is on
Facebook.
http://www.pewinternet.org/2015/01/09/social-media-update-2014/
Although Facebook is very popular amongst our target, it is not the only social media
platform being used. 52% of online adults use multiple social media sites.
http://www.pewinternet.org/2015/01/09/social-media-update-2014/
Page 39 (Instagram):
Instagram is another great online platform to engage with your customers. Last year usage
jumped 7%, from 18% to 25%, among our target audience. This shows a rising trend
towards Instagram amongst 25-40 yr olds.
http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/
Page 40 (Twitter):
Twitter has also been trending amongst 25-40 yr olds. Last year usage jumped 6%, from
19% to 25%, among our target audience.
http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/
Page 41 (Print):
Print is a relevant medium and should be taken advantage of seeing that 55% of our target
audience say they have read print in the last week.
http://www.americanpressinstitute.org/publications/reports/survey-research/social-
demographic-differences-news-habits-attitudes/
Eugene Weekly total readership: 116,339
Lane County: 86,160
18-49 year olds: 47,637
http://www.eugeneweekly.com/sites/default/files/uploads/2014-reader-profile.pdf
According to Eugene Weekly’s reader profile:
68% of readers like to go to bars
7,751 readers have dined out 4+ times in the past 2 weeks
8,513 readers have drank 6+ times in the past 2 weeks
23,234 readers have stayed in a hotel/motel for 10+ nights
http://www.eugeneweekly.com/sites/default/files/uploads/2014-reader-profile.pdf
Cost breakdown:
We are recommending a ¼ page size ad which will be $4,746 for 7 weeks (7 issues).
http://www.eugeneweekly.com/content/advertise
Page 42 (Radio):
Radio reaches 91% of our target audience in the Eugene/Springfield area. They spend 16
hours a week listening.
http://eugeneradio.org/pdf/media_facts_eugene.pdf
Top 40 stations appeal to 18-34 year olds which hits the younger half of our target
audience.
http://www.allbusiness.com/choosing-the-right-radio-format-for-your-target-
audience-14896329-1.html
Country music is #1 among adults in our target. By placing ads on country and top 40 radio
stations, we are able to target our whole age group.
http://www.cmaworld.com/cmaaddons/world/2013-ConnectwithCountry.pdf
We have decided not to recommend a television commercial, but wanted to explain why.
We chose radio instead of tv for a number of reasons. Live television viewing is down 13%
for all ages (except for 55 and older). Additionally, when consumers are watching tv they
tend to be distracted while doing so. 84% of smartphone and tablet owners use their
devices while watching TV. Radio advertising avoids this problem because people have to
focus on driving and are not distracted by other devices when listening.
We were also concerned about the prevalence of fast forwarding through commercials and
we did not want to create a tv spot only for it to be ignored. Through online research we
found that:
76% of US households have a DVR, subscribe to Netflix, or use on-Demand
62% of US households that subscribe to a pay-TV service have a DVR
Almost 90% of people with DVR always skip commercials
http://www.broadcastingcable.com/news/currency/tv-viewers-getting-older-fast-analyst-
says/133656
http://www.telecompetitor.com/nielsen-84-of-smartphone-tablet-owners-use-them-as-
second-screens/
http://www.leichtmanresearch.com/press/010215release.html
Our radio ads would run every other week for 3 months alternating which station has the
morning advertisement and which station has the evening advertisement.
Example:The first week of the month would be KDUK morning and KKNU evening and then
the third week of the month would be KKNU morning and KDUK evening.
Cost breakdown:
Cost per ad:
KDUK morning: $40
KDUK evening: $55
KKNU (regardless of morning/evening): $58
Total for KDUK morning ads: $40 per ad x 5 days per week x 3 weeks = $600
Total for KDUK evening ads: $55 per ad x 5 days per week x 3 weeks = $825
Total for KKNU ads: $58 x 5 days per week x 6 weeks = $1,740
Total for all ads: $3,165
Page 43 (OOH: Transit):
The average game attendance at Autzen stadium is 57,490. And that’s not even including
all those that show up just to tailgate. http://www.goducks.com/fls/500/pages/athlfin/
2014AthleticDepartmentFinancialOverview.pdf
The busses start shuttling 4 hours before the games, come every 10-20 minutes, and sit
outside during the game.
http://www.goducks.com/ViewArticle.dbml?ATCLID=384585
56. 56
We are recommending 7 Kong buses (larger ad space on side of bus, also allowing for up
to 20% window space) for 12 weeks
Total: $10,500 including production costs
Page 44 (OOH: Airport video):
To give an estimate of how many people will see this video, we found that 400,000 people
come to the Eugene airport each year.
http://nwtravelmag.com/nonstop-eugene/
Cost breakdown:
We recommend a 15 second video with an annual rate of $1,200.
http://www.eugenecascadescoast.org/members/advertising-opportunities/
Page 45 (OOH: Billboards):
58% of consumers have learned about a restaurant through a billboard and then gone to
that establishment.
http://www.forbes.com/sites/marketshare/2011/10/10/does-outdoor-advertising-still-work/
The average commute time in Lane County is 40 minutes per day (20 min each way).
http://www.bestplaces.net/county/oregon/lane
Cost breakdown:
Traditional I-5 south billboard:
$2,500 for 4 weeks
Total for the year: $2,500
Digital I-5 north billboard:
$1,000 for 4 weeks
Twice per year
Total: 2000 per year
Page 46 (OOH: Logo Sign):
Daily average traffic on this stretch of I-5: 93,000 vehicles
http://rouseproperties.com/gateway-mall
Cost breakdown:
I-5 south main freeway: $430
I-5 north main freeway: $430
I-5 north off ramp: $200
I-5 south off ramp: $200
Total: $1,260
Page 47 (Experiential: T- shirt):
We want to take full advantage of the Gateway Mall opening and all of the consumer traffic
that will come with it. We spoke with the manager offices at Gateway Mall who said the mall
will be opening sometime between October and November of Fall 2015.
One study found that logoed shirts have an average staying power of 6.3 months. This
means each shirt has an average of 6.3 months of walking advertising. Additionally,
57% of US consumers say they feel more favorable toward brands who give them free
shirts.
http://jpaulco.com/5-ways-branded-t-shirts-sway-opinions-influence-people/
Cost breakdown:
400 t-shirts: $2,800
tag production: $75
Total: $2,875
Page 48 (Guerilla OOH: Power-Washing Logo):
Cost-breakdown:
Stencil (one time cost): $150
Day-long power-washer rental: $100
Total (If done three times per year): $450
Page 49 (Exterior Changes):
Cost breakdown:
Cost for lights: $1,040 for 200 feet of large-globe outdoor LED lights (LED are more
expensive, but last way longer).
Painting trim: $250
New sign: $7,000
Total: $9,290
Page 50 (Other Suggestions):
Yelp:
Yelp is a frequently used app/website for people to find food in the area, information about
prices/hours, and check reviews. Because of its prevalent usage, it’s important to keep the
page accurate and up to date.
Encouraging customers to post reviews can improve the Taphouses’ ratings and bring in
more new business. Having a Yelp deal (similar to a Groupon) and posting a Yelp sticker in
the window are two ways to promote Yelp reviews.
http://www.creativesearchstrategy.com/local-seo/study-how-important-are-yelp-reviews-
really/
Eugene Cascades & Coast:
Taking full advantage of your ECC membership is a great opportunity to draw in new
customers and build relationships within the community. Through their website you can post
coupons and events to their calendar which is open to the public. They also hold biannual
ECC events where you have the opportunity to have a table with beer samples. ECC
members are highly involved in the community so engaging/creating relationships with
them will be to your advantage.
http://www.eugenecascadescoast.org/members/benefits/
Page 51 (Budget):
See corresponding parts of the index for specific cost breakdowns.
Production costs include $300 for radio production and $200 for the airport video
production. Airport video is short and footage for beginning shots of Oregon breweries
could be donated/obtained by the respective breweries in exchange for the free publicity,
helping to minimize costs.
Page 52 (Media Plan Timeline):
The timeline is primarily a five month period with year-long continuous advertising for year-
long contracts and social media because it will be a constant presence.
57. 57
Print: Every other week for 5 months to provide continuous coverage over the five-month
advertising period.
Radio: Beginning as a second-flight advertising one month after print advertising in
correspondence with the Gateway Mall opening and the experiential advertisement.
Social: This will be a continuous advertising strategy for the brand.
Airport video: Because of the low relative cost and the ability for the airport video to reach
people who are outside of the geographic boundary of the primary audience we are
recommending a year-long contract. The video will continually reach people who will be
coming and staying in nearby hotels and will target our long-term vision of expanding brand
awareness for Oregon Taphouse as the place to experience Oregon beer.
Northbound I-5 billboard (digital): The first billboard execution will be published at the
beginning of the advertising period with the start of other first-flight advertisements. The
second will immediately follow in order to take advantage of the opening of extra Gateway
mall traffic due to the reopening and to the experiential campaign.
Southbound I-5 billboard (traditional): This billboard will be published in the midst of the
most important home football games to target the most out-of-town traffic.
Logo sign: This is a year long contract, however we recommend keeping it long term
(indefinitely).
Power-washed stencil logos: This pulsing advertisement will begin at the start of the
advertising term and be repeated twice throughout the year. The spacing out will make the
stencil novel every time it is produced and will target the warmer parts of the year when
more people are walking. The stencil will last longer when there is less rain.
Bus wraps: This 12-week deal spans the football season, taking advantage of the hype
around football season and crowds from out of town for the games, also works with south-
bound billboard.
Experiential T-Shirt event: This is timed to take advantage of the reopening of Gateway Mall.
The opening does not have a strict date, but is set for some time in October or November.
