1. Blue Moon
Social Media Campaign
Michelle Melgren
Lauren Monroe
Anna DeRose
& Katrina Zeller
2. Objectives
1. Increase brand awareness on Facebook by 22% (291,000 to 355,000
‘likes’) in 6 months.
2. Create heightened overall awareness of Blue Moon among target
customers at ACL.
3. Strengthen customer relations during 2013 holiday season using VEVO
and YouTube.
4. Improve brand reputation through additional social media outlets over
the 2013 fiscal year.
5. Increase web traffic by 20% by improving website aesthetic amongst
target audience in 6 months
3.
4. WEAKNESSES:
• Weak social media
presence
• Difficult to navigate
website
• Low awareness
OPPORTUNITIES:
• High market growth
• High Awareness
• Outlet for ‘artsy’
promotions
THREATS:
• High competition
• Health and lifestyle
trends
• Other ‘smaller’ beer
brands
EXTERNAL
FACTORS
INTERNAL
FACTORS
STRENGTHS:
• Good reputation and
quality
• Part of Miller Brewing
Corp
• Seasonal products
already established
SWOT Analysis
POSITIVE NEGATIVE
5. Meet Jonathan
Age: 24
Location: Boston,
Massachusetts
Occupation: Graphic Design
Artist
Hobbies/Interests:
Environmentally conscious,
local music venues, casual
dating, going out with close
friends
7. Meet Logan
Age: 33
Location: Boulder, Colorado
Occupation: Owner of T-Shirt
Company
Hobbies/Interests: Being with
wife & kids, skiing, recycling,
film festivals, vegan cuisine
