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SHORTS BREWINGCOMPANY      Joseph Bianchini
Who are they?   Shorts Brewing Company   Opened doors in 2004 in    small northern Michigan    town of Bellaire.   Focu...
Who to target?   Young beer drinkers   Specifically 21-35 year olds   Brew pub to feature a family    setting during da...
The Big Idea   How to make Shorts reach its company goal     “Strong volume growth in Michigan”     Very true to the st...
Tools and Tactics   Blogging     Invitebeer industry bloggers to private tasting      sessions where they can provide in...
Tools and Tactics (cont.)   Twitter     Would allow for constant updates to      followers, including when new beers wou...
Tools and Tactics (cont.)   Promotional Events       Shorts to Shorts Kayak Paddle         Kayak race from Bellaire to ...
Television and Radio   This is where ad agency makes most sense.   Would be responsible for making TV and radio    ads....
Key Performance Indicators   Amount of followers on Twitter, Instagram and    LinkedIn   Hope to accomplish more sales i...
Budget   $200 an hour towards agency work   Would hire a full time social media employee    to cut outside costs.   Bre...
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Shorts

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Shorts

  1. 1. SHORTS BREWINGCOMPANY Joseph Bianchini
  2. 2. Who are they? Shorts Brewing Company Opened doors in 2004 in small northern Michigan town of Bellaire. Focused on regional sales, specifically to Michigan. Take pride in their “hands on, Mom and Pop approach”
  3. 3. Who to target? Young beer drinkers Specifically 21-35 year olds Brew pub to feature a family setting during day and casual adult atmosphere at night
  4. 4. The Big Idea How to make Shorts reach its company goal  “Strong volume growth in Michigan”  Very true to the state of Michigan and doesn’t see any need to leave yet.  Wants people to find the beauty of northern Michigan Promote settings of what its like to drink beer in northern Michigan and rest of state  “PureMichigan” success  Relaxation  The good life
  5. 5. Tools and Tactics Blogging  Invitebeer industry bloggers to private tasting sessions where they can provide insight to followers. Instagram  Create an account that allows users to follow and get an inside look of operation.  Hold photo contests to keep them engaged  Such as, first one to get a picture of a shorts beer on five northern Michigan lakes gets free merchandise.
  6. 6. Tools and Tactics (cont.) Twitter  Would allow for constant updates to followers, including when new beers would be released.  Create buzz and customer engagement Pandora  Create a station through Pandora that allows users to listen to artists who performed at the brew pub and the companies favorite hits. LinkedIn  Allow for growth within the professional society.  Creates a gateway for new investors and professionals looking to connect.
  7. 7. Tools and Tactics (cont.) Promotional Events  Shorts to Shorts Kayak Paddle  Kayak race from Bellaire to Elk Rapids by kayak  Event after where beer is provided  Bluegrass, Blues, Bourbon and Beer Festival  Event put on by Shorts and Pearles  Allows fans to get hands on interaction rather than social media Mobile App  More user friendly than mobile website  Would allow for users to craft their own beer  Best recipe gets a beer named/made after them in the brewpub for a month
  8. 8. Television and Radio This is where ad agency makes most sense. Would be responsible for making TV and radio ads. Mostly filmed in northern Michigan, Grand Rapids, Southeastern Michigan. Lakes, woods, Detroit, outdoor activities but all connected to drinking a cold one while/ after doing these events.
  9. 9. Key Performance Indicators Amount of followers on Twitter, Instagram and LinkedIn Hope to accomplish more sales in Southeast Michigan and Grand Rapids area  Bigmarkets and northern Michigan market is pretty loyal Release TV and radio spots in January  Would then be able to see success during summer months when tourism is high  Through brewpub visits and store purchases
  10. 10. Budget $200 an hour towards agency work Would hire a full time social media employee to cut outside costs. Breakdown  $500,000 for media outlets bought  $350,000 Paid search advertising  $100,000 for online banner ads  $100,000 for print  TOTAL COST- $1,000,000-1,500,000

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