3. 3
Contents
About Acme Strategies 4
TheTeam 5
Overview 6
The Situation 7
Research Questions 8
Audiences 9
Customer Profiles 11
Objectives 12
Timing 13
Plan Details 14
Objective 1 14
Objective 2 15
Objective 3 18
Objective 4 20
Objective 5 22
Key Messaging 24
Competition 25
Budget 26
Evaluation 27
Event Plan Look Book 28
Merchandise 30
4. 4
About Acme Strategies
Since 2000, acme strategies has worked with world-class and emerging brands, corporations,
and consumer companies across the Northeast Corridor to help them achieve their strategic
public relations and marketing goals across a wide variety of endeavors.
Our clients include consumer brands, tech companies, corporations, nonprofits and municipalities.
We supply clients with a broad variety of services including advertising, brand identity, experiential
and viral marketing, public affairs, relationship management, reputation management, strategic
planning and crisis communication. We work hard, think big, and deliver successful, game-
changing results. There are two key concepts at the core of our success:
• businesses either transform or perish
• consumers have more than one identity
Our team of professionals won’t just help you present your best, we help you become the best by
crafting the right narrative for the right combination of identities to reach your audience.
5. 5
The Team
Lexy Stump
client relations and creative strategy
a graduate of Villanova University with an M.A. in Strategic Communication.
Her interests are concentrated in advertising, design, public relations and
marketing strategy. She has been able to put her experiences with digital design
and public relations to work as a part of Acme Strategies’ client relations and
creative strategy since the agency’s founding in 2000.
Morgan Lamb
social media guru and broadcast specialist
Morgan’s diverse background makes her a valuable asset to Acme strategies.
Past positions have included marketing with The New York Times, working with
Emmy award winning directors/producers and Pulitzer Prize winning journalists
as a production manager with CNN, international production in England and
Greece and media reporting for 6ABC during the Papal visit.
Jacqueline Froccaro
market analyst and agency account coordinator
Jacqueline’s areas of expertise include market research, evaluation and analysis.
She will support the development of strategic markets, market strategy, product
design and business development strategy. Jacqueline is motivated to learn and
is a successful leader in collaborative and team building settings.
Ashley Scioli
vice president, events and experiential marketing
Ashley’s area of expertise includes PR, marketing, event planning, event design,
hospitality and client development. As a leading executive in the hospitality
world, Ashley handles all product launch events and works closely with each
client to ensure their success.
Jared May
president and creative director
Although a midwesterner by birth, Jared has lived and worked up and down the
east coast of the United states prior to putting down roots in Philadelphia. He
brings to us 15 years of creative design and marketing expertise as well as a
commitment to being engaged with our community and our clients. His interests
include coffee, capturing market share, and cats.
6. 6
Overview
Bootleg Bros., LLC, a small family owned craft brewery, has been supplying craft beers and
creating private label craft brews for Philadelphia and Wilmington clients for 22 years. They
attribute their success to the close working relationship they have developed with the restaurants
and bars they serve.
After declining a buyout offer in 2014, Bootleg Bros. was approached by a Philadelphia based
venture capitalist with a proposition to enter the nascent alcoholic seltzer market. After over a year
of research and development, Bootleg Bros. is ready to bring their products to market.
Bootleg Bros. has established recipes for its first four canned seltzer varieties. Additionally they
have devised a slim contraption that would allow restaurant/bar owners to produce private label
flavor varieties of alcoholic seltzers on demand.
Bootleg Bros. needs a launch campaign that speaks to the consumer market as well as its
business customers.
7. 7
The Situation
The alcoholic beverage market is competitive. Even more so in a city like Philadelphia where
there is history and pride in niche alcohol and small craft breweries. Sparkling seltzers may be
an emerging product, but there is still healthy competition from five or six main players currently
dominating the market. Additionally, there will be the increased volume of work associated with
local, state, and federal regulation compliance. Couple that with zero name recognition, significant
startup costs (including a new staff position), and little economy of scale, and you’re starting to
amass some obstacles to success.
Beyond those tangible concerns are the additional issue that are always lurking out there… what
if an underage drinker has an incident with your product that entangles you with litigation? Or
perhaps male consumers decide alcoholic seltzer isn’t manly enough for them? Or what if the
bottom falls out of the alcoholic seltzer market altogether?
However, much of the story of the alcoholic seltzer is unwritten and simply requires good
authoring. The Speakeasy product is distinctive in occupying the only craft seltzer position on the
market. This is the value added of the Bootleg Bros. Brand and process. Speakeasy Seltzers are
made with all natural, high quality ingredients. Speakeasy meets a unisex demand for low calorie
alcohol options, without being light on flavor or alcohol by volume.
Going forward, Speakeasy can utilize Bootleg Bros.’ existing access to male consumers to promote
the brand further. Continued research and flavor development will allow Speakeasy to nimbly assess
flavor trends and bring new flavors to market quickly. Finally, Speakeasy will be able to leverage
Bootleg Bros.’ existing business to business relationships by creating custom flavors for licensing
to restaurants/bars.
8. 8
Research Questions
Industry
What is the yearly trend of seltzer sales?
What is the yearly trend of spiked seltzer sales?
How have leading alcohol brands engaged social media?
What have been the most successful ad campaigns in the alcohol market?
What is the most effective season to launch?
Where is the product manufactured?
What health-oriented grocers do / do not sell alcoholic beverages?
Have we had any prior clients in the food/beverage/alcohol market?
Client
What is the client’s budget range?
What does the client consider its most important brand characteristic?
Does our client have “a story”?
Who are the client’s founding members? What are their demographics?
Does our client have any philanthropic attachments/interests?
What materials are the cans made of? Can we leverage any eco-friendly materials?
Is the client already active on any social networks?
Competitors
Who are the spiked seltzer competitors?
What is the percent alcohol range of competitors’ products?
What is the price in relation to competitors?
Where are competitors distributed?
How many carbs in the product and how does that compare to competitors? Is the product gluten
free?
Target Market
Who is the target consumer and what do they do for fun?
What kind(s) of lifestyle do we want the product to be associated with?
What types of nightlife venues is our target consumer associated with?
What cities/regions within the northeast corridor are the most thorough representation of our
target consumer?
What are the major festivals and concerts in the northeast corridor?
What are the more regional festivals and concerts in the northeast corridor?
What are the pros and cons for having a brand ambassador on college campuses?
What social media stars are good candidates for brand ambassadors?
What are the most recent studies on the psychology of color in marketing/branding?
Is there existing research on gender and flavor preferences?
Is there existing research on age and flavor preferences?
Is the product sold online or in-stores only?
9. Audiences
Internal
Founding members of Bootleg Bros.
Bootleg Bros.’ founding members are a pair of actual brothers from Philadelphia. They are not
only dedicated to improving their business, but to giving their customers their own version
of the authentic experience that the city of Philadelphia’s food and beverage industry has to
offer. The founding members place great importance in the business practices that they are
confident in, the ones that they know work. As we plan a campaign for them, it is imperative to
keep business practices that will not only work, but will set them apart, in mind.
Bootleg Bros. Employees
The upstanding individuals that are employed by Bootleg Bros.’ love Philly just as much as
the consumers they know so well. Their strong work ethic and dedication to the company’s
success need to be involved in new product initiatives. Expressing and embracing positive
ideas about the new product starts with those who are directly involved in its production and
sale. We want to make sure that all employees are actively involved in working toward new
goals and initiatives for new product promotion and launch.
Stakeholders
Bootleg Bros.’ relationship with Philadelphia based venture capitalist is one of the most
important ties to consider in the creation of this campaign. As Bootleg Bros.’ one and only
stakeholder, the venture capitalist acted as a catalyst in their dive directly into the spiked
seltzer market. We want to make this relationship a priority by keeping Bootleg Bros.’
stakeholder in the loop as we design, brand, promote, and launch new spiked seltzer products
in Bootleg Bros.’ name.
Intermediaries
The Media
As digital communication technology and mass media become more prominent and accessible
than ever, a strong media presence is both more than possible and necessary for Bootleg
Bros.. We aim to connect to the media through the use of a social media campaign as one
promotional effort to raise awareness of Bootleg Bros.’ new products. Publicity from the
media will help to create a cause and effect relationship where more consumers will become
interested, and will tell their friends and family.
Existing Customers
Bootleg Bros.’ customers are not only loyal to their dedicated Philly spirits and tastes.
Philadelphia native’s strong sense of camaraderie also gives this customer base the potential
to grow. Market research suggests that Bootleg Bros.’ customer base was built on by
customers learning of their products, and telling friends, family, and others who then became
loyal to the Bootleg Bros. brand. We want to continue to give customers reasons to make
recommendations and testimonials about Bootleg Bros. through a unique spiked seltzer as it
grows in popularity in the product market. It is important to keep this foundation involved, so
we plan to do this by way of public events that create awareness and get current and potential
customers excited in the new beverage line to come.
10. 10
External
Female customers
We aim create a marketing strategy that targets women in their mid to late twenties who are
looking for more mature social experiences by way of classier products. Bootleg Brother’s
spiked seltzer will be presented as a refreshing and new experience, and will also evoke a
responsiveness to the transition time in lives of these women as they move from the going out
scene to one where they are hosting more of their own get togethers, staying in more often,
and entertaining with the primary purpose of spending time with friends and family. We aim to
highlight this sense of togetherness that is becoming ever so prevalent in their lives.
Male customers
Bootleg Bros.’ spiked seltzer is meant to appeal to the guys who enjoy trendy experiences, like
the coffee shop atmosphere. Just like targeted female consumers, these men are beginning
their own independent journeys, and are working on defining their identities in a more mature
way. They are looking for new and improved, classy social experiences where they are
spending more time with family and friends, whether this means out in the city at restaurants
and bars affiliated with Bootleg Bros.’ beverages, or at home at their own get togethers.
While Bootleg Bros.’ target market is designed to give identities to both male and female
customers, the overarching idea behind Bootleg Bros.’ spiked seltzer is an enhanced
togetherness regardless of gender. It is also meant to speak to a transition period from a
limitless party scene to a more mature lifestyle.
Local businesses
Located in the heart of Philadelphia, Bootleg Bros. tie to restaurants and bars will be critical to
their efforts to market new products, especially one like spiked seltzer. Promotion of the new
product lines in the public sphere will help to bring together the consumers who do still go out
for a drink with those who choose to stay in and entertain. We plan to make the spiked seltzer
available on demand in a few choice restaurants and bars in Philadelphia, and will then launch
the products for purchase in stores that carry alcoholic beverages.
11. 11
Customer Profiles
Callie
Callie is a 28-year-old women living in Rittenhouse with her boyfriend
of a year, Aiden. She’s college educated and has a steady job. She
likes urban trends and keep up with the latest styles. Her stores of
choice are Free People and Urban Outfitters. She is definitely health-
conscious and likes working out and trying the hottest new fitness
classes such as yoga, SoulCycle and CrossFit.
Callie loves going out with friends, but is totally over the club scene.
She loves going to a more low-key, mature bar scene and she is okay
with spending a little extra for a unique, refreshing, and enjoyable
product. Callie doesn’t like beer (she hates the way it makes her
bloat) but does enjoy wine and other flavorful yet lower-calorie drinks!
She believes she leads an eco-friendly lifestyle. She also likes to
attend many concerts and festivals throughout the year. You could
also spot her at some sporting events with her boyfriend and some
his old fraternity brothers. She loves reading magazines reading up
on the hot celebrity gossip!
Aiden
Aiden is a 31-year-old also living in Rittenhouse with his girlfriend
Callie. He was a student-athlete in college, playing on the rugby
team. He now has a job as a creative director for a small online
magazine.
Aiden is constantly seeking out things and experiences that are new
and different, like a new restaurant or bar to take his girlfriend to. He
also has a lot of friends who are bartenders, so he enjoys going out
and socializing. In his off time from work, he likes to do a variety of
things, like workout (he’s recently gotten into cycling), food shopping
at Trader Joe’s, and listening to music on his vinyl record player. He
will be participating in “Movember” this year. He orders a “flat white”
everyday at his local coffee shop, but also enjoys tea at night. He
owns a pair of pastel Doc Martens. Aiden likes Vans, Levis, and and
Vintage brands. Aiden often wears glasses, without prescription,
because he likes the style and look.
He definitely enjoys alcohol and likes the idea of trying different
beverages, but usually like traditional drinks such as an Old
Fashioned. (wink, wink)
12. 12
Objectives
1. To brand and market Speakeasy as an alternative alcoholic beverage
cocktail ingredient— a carefully crafted beverage for a discerning
palate health conscious consumer.
2. To create awareness and visibility of Bootleg Bros.’ new product,
Speakeasy.
3. To provide a unique, customized licensed craft product, Speakeasy, to
our business customers.
4. To build relationships within the community through local
promotional opportunities.
5. To enhance marketing initiatives and to support research by bringing
customers into the flavor development process.
13. 13
Timing
January 2017 Brand Development with JJM Consulting
March 2017 Video and radio advertisement teaser, website
banner and slider images, microsite “coming
soon” launch, Facebook Speakeasy Page Created,
#artistinalbuzz launch on other social media outlets,
Fact Sheet, Backgrounder, and Nutritional Guide
released
April 2017 Press Release Announcement of Speakeasy, Schedule
Social Media Posts for Month, Launch of Speakeasy
pros , Business launch event with B2B, launch
Snapchat filter
April 2017 (22nd, Earth Day) Bottle Recycling at local liquor
stores
May 2017 Speakeasy Splatter, Schedule Social Media Posts for
Month
June 2017 iSpeakeasy competition, Schedule Social Media Posts
for Month
July 2017 Speakeasy softball tournament, Schedule Social
Media Posts for Month
August 2017 Find your flavor taste test for new flavors, Schedule
Social Media Posts for Month
September 2017 Speakeasy 5k Run
October 2017 Launch “Do Us a Flavor” marketing campaign
14. 14
Plan Details
Objective 1 To brand and market Speakeasy as an alternative alcoholic beverage cocktail
ingredient— a carefully crafted beverage for a discerning palate health conscious consumer.
Speakeasy must walk a fine line as the sister product line to Bootleg Bros.’ craft beers. It must
leverage the Bootleg Brother’s reputation for attention to detail and robust palate while being
light, clean, and distinctive in its own right. The details, from the packaging to the licensed flavor
choices must have the gravitas of craftsmanship, the confidence of an enduring brand, and
meet the concerns of the health conscious. By extension of this health consciousness, Speakeasy
must position itself as committed to responsible drinking, sustainability and substance abuse
awareness.
Strategy 1.1 Craft a brand image that communicates a light, clean, artisan beverage with
strong character leveraging Bootleg Bros. existing brand.
Tactic 1.1.1 Develop Speakeasy Logo
Tactic 1.1.2 Develpop Speakeasy packaging
Tactic 1.1.3 Develop tagline
Strategy 1.2 Position Speakeasy as a healthy, distinctive sparkling
alcohol choice.
Tactic 1.2.1 Create ads for and target areas with gyms or
recreational centers
Tactic 1.2.2 “#EarnYourEasy” social media campaign where consumers post the
activities which earned them their Speakeasy evening of drinking.
Tactic 1.2.3 Billboards, “Staying fit is hard enough, so keep it Easy” featuring svelte local
models.
Strategy 1.3 Build goodwill and community spirit through corporate social responsibility
projects focused on responsible production, consumption and community engagement
Tactic 1.3.1 Sustainability days where people can bring bottles down to the plant to fill
up, sample flavors and gather.
Tactic 1.3.2 Be a philanthropic partner to organizations that work against underage
drinking.
Tactic 1.3.3 Pay staff one day per quarter to participate in local community volunteer
programs as a group.
Figure 1.1.1
15. 15
Objective 2 To create awareness and visibility of Bootleg Bros.’s new product, Speakeasy.
Although Bootleg Bros. is an established Philadelphian small craft brewery, it has decided to
expand its product line into the budding alcoholic seltzer market. Bootleg Bros. will be debuting
Speakeasy, its first product line within this market. As a brand, Bootleg Bros. needs to increase its
visibility and awareness especially through various media outlets to reach current and potential
business customers and their consumers. One of the goals of this objective for the company is to
be highly recognizable to its consumers. By expanding into this new market, Bootleg Bros. plans
to enhance the company’s identity as a leading licensed alcoholic seltzer brand, which will attract
new businesses and consumers.
Strategy 2.1 Create an online presence for the Bootleg Bros.’ new product, Speakeasy.
Tactic 2.1.1 Create a website, more specifically a microsite linked to Bootleg Bros.’ main
website, specifically for Speakeasy information. To the main website, add banners and slider
images of the new product.
Tactic 2.1.2 Write a blog for Bootleg Bros. with information about events, news, recipes,
nutritional information etc. that is linked to the Speakeasy microsite.
Tactic 2.1.3 Develop a social media presence with a specific Facebook page catered to
this new Speakeasy campaign, utilize Bootleg Bros.’ Twitter and Instagram accounts and
use #speakeasy #anartisanalbuzz
Tactic 2.1.4 Utilize paid advertisements on social media platforms (Facebook boosted
posts, Instagram advertisements)
Strategy 2.2 Create a tagline campaign by attaching new slogans to the Bootleg name that
will attract consumers.
Tactic 2.2.1 Add “For crafting an artisanal buzz” as a
permanent tagline to the Bootleg Bros.’ name. This tagline
conveys Bootleg Bros.’ mission of providing its consumers
with high-quality alcoholic beverages. This tagline should
appear anywhere the Speakeasy name appears that would allow
the space and context to showcase the new tagline.
Tactic 2.2.2 Use tagline on Bootleg Bros.’ Speakeasy
merchandise and sell on main website.
Strategy 2.3 Develop a media kit and communicate to media
about the new product line, Speakeasy.
Figure 2.2.1
16. 16
Tactic 2.3.1 Create a Speakeasy fact sheet, backgrounder, and nutritional guide.
Tactic 2.3.2 Send an initial news release to announce the upcoming launch of Speakeasy to
relevant media outlets in the area.
Figure 2.3.2
17. 17
SPEAKEASY ALCOHOLIC SELTZER
For crafting an artisanal buzz
Ingredients + Nutritional Facts (per 12oz. bottle)
6% Alcohol
3 grams of carbohydrates
90 calories
All-Natural, no artificial flavors.
Purified water
Bottle made of 100% recycled materials
Flavors
Speakeasy comes in four sparkling and refreshing flavors, given names coined
during the 1920s.
Gin Joint Hooch A blend of juniper, bergamot and pomegranite
Sour Mash Lime bitters, crisp apple with oak undertones
Giggle Water Delicate Blushing Peach
Old Fashioned Sasparilla, sweet birch, and anise
Where it’s Brewed + Sold
Two breweries located in Philadelphia and Wilmington.
Available in select restaurants, bars, pubs in the Northeast Corridor including
Connecticut, Maine, Massachusetts, New Hampshire, New York, New Jersey,
Pennsylvania, Rhode Island, and Vermont. Coming soon to liquor stores as well as
supermarkets such as Wegmans, Whole Foods, and Trader Joe’s.
Pricing
Six-pack of 12 oz. bottles: $7.99
Wholesale pricing available upon request
Speakeasy Founders
In 1994, two brothers, Jed and Francis, launched Bootleg Bros. and has been
supplying craft beverages and creating business to business licensed craft brews
in addition to their flagship bottled alcoholic seltzer line for Philadelphia and
Wilmington clients ever since. They attribute their success to the close working
relationships they have developed with the restaurants and bars they serve. The
company devotes a lot of time to develop innovative products for its consumers
every day.
What is Speakeasy?
A Speakeasy during the 1920s, was referred to as an illicit establishment that sold
alcoholic beverages and craft cocktails during the Prohibition era. To get into these
establishments, patrons had to whisper crafty code words to enter. While these no
longer exist, Bootleg Brother’s speakeasy products want to exude the same retro,
nostalgic and craft look and taste.
Who is it for?
Men and Women of All AGES | College Educated | Active, Social, Health Conscious | Those who appreciate simple
products, but don’t like sacrificing flavor and alcohol by volume | Those who love new and different social experiences
How is it Different?
The lowest calories/carb alcoholic seltzer on the market (only 90 calories!) | The Speakeasy product is distinctive in
occupying the only craft seltzer spot on the market | Speakeasy Seltzers are made with all natural, high quality ingredients
and eco-friendly materials | Meets the demand for low calorie alcohol options, without being light on flavor or alcohol by
volume | Offers multiple flavors for you to choose from! Twistable cap for an easy and convenient way to enjoy your seltzer!
Figure 2.3.2
18. 18
Tactic 2.3.3 Write and release a media alert for the launch parties in each bar/restaurant/
pub that is participating.
Tactic 2.3.4 Develop a short campaign video advertisement to be on local stations.
Tactic 2.3.5 Develop a radio advertisement to be on local stations.
Strategy 2.4 Develop a media relations plan for the Speakeasy campaign.
Tactic 2.4.1 Determine media timeline for long-lead pitches.
Tactic 2.4.2 Build a media list of key magazines, radio stations, writers, editors, bloggers,
social media celebrities to keep up-to-date on the launch and all things Speakeasy.
Tactic 2.4.3 Utilize the Bootleg Bros. (Jed and Francis) as spokespeople for the brand.
Tactic 2.4.4 Develop a system for tracking coverage by utilizing Hubspot.
Tactic 2.4.5 Create, organize, and track all social media messaging using Hootsuite.
Produce these posts one calendar month in advance.
Objective 3.0 To build relationships within the community through local promotional
opportunities.
Community appeal is not a simple side-sector to a company’s structure; it is a necessary
foundation for both immediate and long-term brand success. As Bootleg Bros. invests its time
and efforts into its local distribution communities, so will those communities towards the Speakeasy
product. Reinforcing Speakeasy as a reputable, invested, and flourishing brand will invite consumers
to use their dollars in the same fashion.
Strategy 3.1 Align Speakeasy with target demographics in the community.
Tactic 3.1.1 Host “Speakeasy Splatter” nights. Wine-and-paint workshops have become an
increasingly popular activity along the east coast, and this is a just as fun, but less caloric,
alternative. “Speakeasy Splatter” workshops are an opportunity for community members to
try their hand at painting, with a class instructor, while kicking back with Speakeasy. A fixed
entry cost covers all of the painting materials which are provided, and unlimited Speakeasy
seltzers at the event. Speakeasy bottles will be available to paint in addition to the instructed
canvases. Speakeasy seltzers will also be available for take-home purchase.
Tactic 3.1.2 Friend-Referral system for discounts. To navigate our target demographic
and its social circles, consumers can get a specialized discount link on our website that
they can text/email/Tweet/Facebook inbox to friends. It makes the link-recipient eligible
for 20% off a case of Speakeasy Seltzer, and if they use it, the sender is granted 20% off of
their next case as well.
19. 19
Tactic 3.1.3 Host co-ed softball tournament. This will position Speakeasy
Seltzer in the heart of the local 21+ community, while reinforcing
the product as a healthier alcohol choice. Businesses, shops,
organizations/charities, groups of friends alike, are encouraged to
sign up and make a team to compete. Each team gets a cooler full of
assorted Speakeasy Seltzers, and more will be for sale as extra and for
spectators.
Strategy 3.2 Support local causes and community members.
Tactic 3.2.1 Offer 20% off Speakeasy seltzer for every two bags of
recycling someone brings into the municipal recycling center.
Tactic 3.2.2 Host a bottle recycling table/drop at local liquor and beer
stores on Earth Day. This puts the product in front of ensured potential
consumers, while adding to the Bootleg Bros.’ institutional promotion of
being an environmentally-friendly brand.
Tactic 3.1.3 Host a community 5k. Registration gives participants
their race materials and 2 drink tickets redeemable at post-run party.
Proceeds go to a local charity, chosen by the runners: there will be
a shortlist of local charities, and each runner casts their vote upon
registration. The winning charity is announced at the post-run party.
Tactic 3.1.4 #iSpeakEasy competition. The #iSpeakEasy competition
seeks submissions for the question: What’s your artisanal buzz? This
competition highlights cool people doing cool things: filmmakers,
street artists, music extraordinaires, culinary specialists. What is it that
gives you your buzz in life? Submissions will be featured on Instagram
and other social media accounts, which will further help build brand
presence on such sites. The winner will receive a cash prize and a
number of Speakeasy seltzer cases. After finalists are chosen, voting will
be determined off of social media engagement numbers, encouraging
the finalists and their friends to share the posts across social media.
Strategy 3.3 Be visible at relevant venues.
Tactic 3.3.1 Issue a Snapchat interactive geo-filter at local bar-
only locations. The filter will be issued at bar-only locations (ie: not
restaurant-bars) in order to be most efficient in targeting the right
demographic, in addition to avoiding backlash from parents if kids were
to have easy exposure to the filter.
Tactic 3.3.2 Create posters, coasters, and other spaces of promotion
within bars that Speakeasy is granted by the bar management.
DRINK RESPONSIBILY
I 3 Speakeasy Seltzer
DRINK RESPONSIBILY
DRINK RESPONSIBILY
DRINK RESPONSIBILY
Figure 3.3.1
20. 20
Objective 4 To provide a licensed craft product, Speakeasy, to our business customers.
With the recent trend of healthy alcoholic beverages, Bootleg Bros. needs to solicit business
from the most fitting B2B customers. Significant research and relationship building is needed to
place Speakeasy in the right establishments. In order to establish rapport, Bootleg Bros. will position
themselves as a partner in local establishments specializing in trendy beverages. In addition,
Speakeasy will be launched to our VIP customers at a one of a kind “prohibition-style” event.
Strategy 4.1 Research local businesses that sell craft brews and local spirits.
Tactic 4.1.1 Conduct a Google search of establishments that carry unique/specialized
spirits and compile a list of viable places to propose Bootleg Bros. products.
Tactic 4.1.2 Research and solicit local businesses to scope out potential retail space.
Tactic 4.1.3 Meet with business owners and provide product samples.
Tactic 4.1.4 Offer to host a small promotional event for business clients to drive traffic.
Strategy 4.2 Educate and train employees to ensure proper knowledge of product.
Tactic 4.2.1 Create an informational pamphlet for each flavor.
B2B Specializing in
Unique Spirits
• Theresa’s Next Door Bar 124 N Wayne Ave, Wayne, PA 19087
• Tired Hands 16 Ardmore Ave, Ardmore, PA 19003
• Standard Tap 901 N 2nd St, Philadelphia, PA 19123
• Hawthornes Beer Shop 738 S 11th St, Philadelphia, PA 19147
• Monk’s Café 64 S 16th St, Philadelphia, PA 19102
• Eulogy Belgian Tavern 36 Chestnut St, Philadelphia, PA 19106
• Tria Taproom 2005 Walnut St, Philadelphia, PA 19103
• Charlie Was A Sinner 131 S 13th St, Philadelphia, PA 19107
• Bridgid’s 726 N 24th St, Philadelphia, PA 19130
• Frankford Hall 1210 Frankford Ave, Philadelphia, PA 19125
• Time 1315 Sansom St, Philadelphia, PA 19107
• Bob Barbara’s Lounge 1509 South St, Philadelphia, PA 19146
• Abbaye 637 N. 3rd Street, Philadelphia, PA 19123
• The 700 700 N 2nd St, Philadelphia, PA 19123
• Pub Kitchen 1946 Lombard St, Philadelphia, PA 19146
• Johnny Brendas 1201 Frankford Ave, Philadelphia, PA 19125
• The Cambridge 1508 South St, Philadelphia, PA 19146
Figure 4.1.1
21. 21
Tactic 4.2.2 Provide bi-monthly training with employees to inform them about new
products and refresh of flagship products.
Tactic 4.2.3 Hire a professional to properly teach employees how to tap, install and
display the product.
Tactic 4.2.4 Training on how to properly pour and serve through video training.
Strategy 4.3 Host a networking party for local business owners to meet Bootleg Bros. staff.
Tactic 4.3.1 Choose a venue and date.
Tactic 4.3.2 Create event plan and look book.
Send invitations.
Tactic 4.3.4 Assemble “swag” bags for guests.
Tactic 4.3.5 Hire professional photographer.
Tactic 4.3.6 Send out press release to obtain media coverage.
Strategy 4.4 Sponsor top revenue producing businesses for involvement with local events.
Tactic 4.4.1 Create promotional materials for businesses (glasses, coasters, t-shirts,
bottle openers).
Tactic 4.4.2 Sponsor a booth in conjunction with businesses at local events.
Tactic 4.4.3 Sponsor music and entertainment in established businesses as a
partnership event.
Figure 4.4
• Philadelphia Auto Show
• Philadelphia Flower Show
• Craft Brewers Conference BrewExpo
• South Street Spring Festival
• Rittenhouse Row Spring Festival
• Night Market Philadelphia
• PrideDay
• Manayunk Arts Festival
• Made in America
• Philly’s Cheesesteak and Food Fest
• Philadelphia Festival of Food, Wine and
Spirits
• Bacon and Beer Festival
• The Great Chefs Event
• City Sips
• Mummers Parade
Local Events for Sponsorship Opportunities
22. 22
Objective 5 To enhance marketing initiatives and to support research by bringing customers
into the flavor development process.
Bootleg Bros. places a lot of importance in creating original products that are received well
and remain popular among customers, as well as with local businesses that they partner with.
Bootleg Bros. wants to make sure to do the same upon entering the spiked seltzer market with
Speakeasy. To do this, customer opinions will be utilized to pull together arsenals of new seasonal
Speakeasy flavors that will work to define future products in the public sphere.
Strategy 5.1 Appeal to future Philadelphia restaurant and bar goers with events and
discounts designed to attract customers to tasting events.
Tactic 5.1.1: Start the “Find Your Flavor” taste test in the Philly bars and restaurants
where Speakeasy seltzers will be served. For a limited time, customers will be given a taste
test sample of two new flavors of Speakeasy and will be asked to vote for their favorite.
Tactic 5.1.2 Partner with Philadelphia liquor stores to provide customers with prize
packets containing coupons for in-store Speakeasy seltzer purchases.
Tactic 5.1.3 Create voting cards and flavor fact sheets and distribute them to partnered
Philly bars and restaurants that will be offering discounts and hosting promotional events.
Tactic 5.1.4 Strategize seasonal flavor date ranges for company use.
Tactic 5.1.5 Put together information to send to bar and restaurant managers with an
explanation of the seasonal strategies.
Tactic 5.1.6 Post about all promotions on all Bootleg Bros.’ social media accounts using
the corresponding hashtags #Speakeasy and #anartisanalbuzz.
Strategy 5.2 Motivate customers to participate in the selection of seasonal flavors through
the use of promotional challenges.
Tactic 5.2.1 Start the “Do Us a Flavor” challenge, where customers will be given a free
sample of four different seasonal Speakeasy seltzer flavors along with a name list, and they
will have to match them. Those who pair all four names and flavors together correctly will
be entered in a drawing to win tickets to a variety events in Philadelphia, such as concerts
and sporting events.
Tactic 5.2.2 Create flavor challenge voting sheets and distribute to partnered bars and
restaurants
Tactic 5.2.3 Partner with Ticketmaster and The Fillmore Philly to obtain tickets for
drawings
23. 23
Tactic 5.2.4 Strategize and create seasonal flavor lists and distribute to participating bars
and restaurants
Tactic 5.2.5 Write communication materials to send to partnered establishments about
promotions and challenges
Tactic 5.2.6 Utilize bar and restaurant employees to talk about promotions and
challenges
Tactic 5.2.7 Post about the contest on Bootleg Bros.’ social media accounts using the
corresponding hashtags #Speakeasy #anartisanalbuzz
Tactic 5.2.8 Design and implement a subpage for promotions on the SpeakeasY microsite
Figure 5.2.1
24. 24
Key Messaging
Speakeasy is yet another artisan product from the local craft brewery Bootleg
Bros. It is a high quality product painstakingly crafted with brew masters and flavor
specialists. Speakeasy’s customer is typically a young and creative professional who
has held on to their sense of style and fun but are turning more towards fun nights
in with friends or backyard barbeques. Speakeasy is a healthy alternative to calorie
laden ciders and beers without sacrificing complexity of flavor or alcohol by volume.
In addition to being delicious as a standalone beverage, Speakeasy is a wonderful
mixer that never waters down your drink.
25. 25
Competition
Truly
Grapefruit Pomelo, Colima Lime, Pomegranate, Sicilian Blood Orange
http://www.trulyspikedsparkling.com
Nauti Seltzer
“Get Onboard” : Raspberry, lemon lime, grapefruit, cranberry
“This is a low calorie, low carb, ready to drink, new alternative in the fast growing hard soda
category. Nauti Seltzer appeals to the sophisticated adult beverage consumer who is looking
for refreshing alternatives but does not prefer the sugary and sweet products that are currently
flooding the market.”
https://www.nautiseltzer.com
SpikedSeltzer
“The original since 2013” : Cape Cod Cranberry, Valencia Orange, West Indies Lime, Indian River
Grapefruit
“SpikedSeltzer is made exclusively from purified water and natural ingredients. The fresh fruit
flavors infused in SpikedSeltzer are derived from cold-pressed citrus essence from a variety of
fruits. Fermentation of this citrus essence and sugar naturally produces 6% alcohol. The result is
clean and clear without the sugary sweetness of wine or the heaviness of beer.”
http://www.spikedseltzer.com
White Claw
Natural Lime, Black Cherry, Ruby Grapefruit
White Claw Hard Seltzer: all-natural sparkling seltzer water with 5% alcohol and a hint of honest-
to-goodness fruit.
http://whiteclaw.com
Palm Breeze Spritz
Ruby Red Citrus, Pineapple Mandarin Orange, Strawberry Pineapple
“Palm Breeze Sparkling Alcoholic Spritz: Vacay Everyday”
http://www.drinkpalmbreeze.com
26. 26
Budget
Objective 1
Design Marketing Consulting $13,000
Objective 2
Online Presence $5,000
Print/Video/Radio Advertisements $15,000
Communication with Media $5,000
Merchandise $5,000
30,000
Objective 3
Speakeasy Splatter nights $5,000
Softball tournament $3,000
Liquor store recycling drops $400
Community 5k $5,000
Snapchat filters $1,000
#iSpeakEasy Promotion $3,000
Bar promotional materials $500
$17,900
Objective 4
Distributing samples B2B $7,500
Training materials $5,000
Launch event $15,000
Sponsorship $10,000
$42,500
Objective 5
Production costs of flavor sheets and voting cards $7,000
Printing and packing of coupon booklets $10,000
Tickets from Ticketmaster/Fillmore Philly $12,000
$29,000
Total $106,300
27. 27
Evaluation
Success will be judged by how well objectives are met. Brand awareness, event
participation, social media delivered surveys, participation in Bootleg Bros. events,
Speakeasy sales, overall sales for Bootleg Bros., comparison to competition
market share, social media response and media response will all be factors for
consideration. Reevaluate every 6 months.
28. 28
Event Plan Look Book
FRONTPALMER -
Front Street,
Philadelphia
FrontPalmer is a former barrel factory
in the South Kensington Art District,
remade into a modern event site.
There is a main loft space with
35’ ceilings, adjacent lounge area,
art chandeliers, wood floors,
solar panels and art furniture.
Meet Our Staff
Jess
Ben
Tom
Todd
Max
Nicole
