Five Boroughs Brewing Co. solicited Brunch Money to help with all things marketing, social media, content, PR, and publicity. We worked hands-on with the brewery’s co-founders to develop brand positioning, key brand narratives, content, and social media strategies.

1. BRUNCH MONEY
Case Study
Five Boroughs Brewing Co.
Brand narrative, style guide, and
content creation

2. BRUNCH MONEY 2
A brewery grows in Brooklyn
By 2017, the New York City craft beer market
was saturated by breweries that made a name
for themselves based on their exclusivity. Lines
for their one-off beers brought lines around the
block that formed at dawn.
Others were so small that they couldn’t be found
outside of their neighborhood, let alone borough.
Case Study: Five Boroughs Brewing Co.
Brand launch

3. BRUNCH MONEY 3
How Brunch Money helped
Five Boroughs Brewing Co. solicited
Brunch Money to help with all things
marketing, social media, content, PR, and
publicity. We worked hands-on with the
brewery’s co-founders to develop brand
positioning, key brand narratives, content,
and social media strategies.
After two years of work behind the scenes,
Five Boroughs opened in August 2017.
Case Study: Five Boroughs Brewing Co.
The task: create a brand for 8 million potential customers

4. BRUNCH MONEY 4
Brand strategy
We designed the internal and external
branding guidelines, which drove poster
design, glassware and merchandise, and
informed sales leads about how to sell the
brand and product.
We also wrote tagline and slogans (right)
that served as the backbone of the
company’s branding.
Case Study: Five Boroughs Brewing Co.
The task: create a brand for 8 million potential customers

5. BRUNCH MONEY 5
Copywriting and brand voice
We wrote sitewide copy about the
company’s mission, beers, commitment to
quality, and blog posts.
Our style guide and narrative strategy
influenced each piece of writing across the
site, propelling the brand forward in a
crowded market.
Case Study: Five Boroughs Brewing Co.
The task: create a brand for 8 million potential customers

6. BRUNCH MONEY 6
Content and inbound marketing
We wrote sitewide copy about the
company’s mission, beers, commitment to
quality, and blog posts. Our expertise in
content and technical SEO blended
creative content with proven acquisition
tactics.
Our style guide and narrative strategy
influenced each piece of writing across the
site, propelling the brand forward in a
crowded market.
Case Study: Five Boroughs Brewing Co.
The task: create a brand for 8 million potential customers

7. BRUNCH MONEY 7
SEO strategy
Part of operating in a crowded market
means fighting for precious SEO
keywords. Our strategy and content
execution focused optimizing content to
include high-ranking keywords.
Our strategy blended keywords with
writing and link tactics that cater to
Google’s recurring algorithm changes.
Case Study: Five Boroughs Brewing Co.
The task: create a brand for 8 million potential customers

8. BRUNCH MONEY 8
Organic social media
We designed and executed the brewery’s
social media platforms, optimizing content
for each platform’s distinct users. We built
the brewery’s posting strategy, tactics, and
calendar. We also developed strategies to
field customer feedback and queries to
make sure the brand spoke directly to its
audience.
We also developed Five Boroughs’ social
media advertising campaign, including
asset creation, copywriting, and
campaigns.
Case Study: Five Boroughs Brewing Co.
The task: create a brand for 8 million potential customers

9. BRUNCH MONEY 9
Paid social media
We developed a paid social media strategy
that helped grow the brewery’s online
presence. Our tactics involved A/B testing,
boosted posts, and follower campaigns.
Our background in Facebook Business,
Twitter Ads, and CPC advertising allowed us
to spread the word about brewery events,
new product launches, and other promotional
efforts both on- and off-site.
Case Study: Five Boroughs Brewing Co.
The task: create a brand for 8 million potential customers

10. BRUNCH MONEY 10
Site and social analytics
Our work on Five Boroughs’ content and
SEO didn’t stop at copy creation and
graphic design. We also monitored site
and social performance using Google
Analytics, Sprout Social readouts, and
Facebook Business Manager. We
measured organic social, site traffic, and
social advertising CPC, among other KPIs.
Case Study: Five Boroughs Brewing Co.
The task: create a brand for 8 million potential customers