Short's Brewing Company Digital Marketing Strategy

1. Short’s Brewing Company
Digital Marketing Strategy

2. Objective
• To gain a strong following on all active social
media platforms that creates awareness for
Shorts Brewery and their craft beers. Develop
a successful campaign to get more traffic on
the Shorts Brewing Companies website that
will hopefully lead to more sales.

3. Target Audience:
• Millennials
• Craft Beer Drinkers
• People who brew their
own beer
• Young Adults 21+

4. What We Are Trying to Sell
• Entertainment
• Good Taste
• Community

5. Tone/Personality
• Communicate to the
public in a way that
makes people want to
be involved with the
product
• Upbeat
• fun
• friendly

6. Avoid
• Do not post anything that
does not relate to Shorts
Brewing Company
• Do not post personal
opinions
• Do not post anything with
out permission or
authority
• Do not post offensive
content

7. Outreach
• To reach the target
audience Shorts Brewing
Company will need to be
active on Facebook,
Twitter, Instagram and
create a blog devoted to
their craft beer. The
campaign will incorporate
#ShortsBrew to create a
connector on all social
media platforms.

8. Facebook
• Posts should give audience updates
on new beers and events
• All Posts should include a picture or
link
• All Posts must incorporate
#ShortsBrew
• All posts must include both team
names and city/state (Tag location
when possible)
• Tag other Facebook pages when
possible
• Post as frequently as possible -
relevant to game play*
• Best days for posting: Sunday and
Friday
• Best Time for posting: 7:00PM –
8:00PM

9. Twitter
• Posts should give audience
updates on new beers and events
• Try to include picture or link
where possible
• All Posts must incorporate
#ShortsBrew
• Use appropriate hash tags for
post
• All posts must include both team
names and city/state (Tag
location when possible)
• Tag other twitter accounts when
possible
• Tweet as frequently as possible*
• Use own discretion

10. Instagram
• Posts should give audience
updates on new beers and
events
• All posts must include both
team names and city/state
(Tag location when possible)
• Tag all other instagram
accounts
• Use appropriate hash tags for
post (Use own discretion)
• All Posts must incorporate
#ShortsBrew
• Post everday of the week*
• Best Time for Posting: 6:00PM

11. Blog
• Posts should give audience
updates on new beers and events
• All posts must utilize SEO
• Blog Posts should create a sense
of community and connect to
other bloggers/viewers.
• Use appropriate topics regarding
the game play of the week
• All Posts must incorporate
#ShortsBrew
• Post everday of the week*
• Best Time for Posting: 6:00PM
• *Trends must be checked
everyday to make sure the posts
are utilizing the current consumer
patterns of social media

12. Engagement
• The campaign will focus on
incorporating hashtags that
relate to popular brews. The
social media platforms will
utilize the use of social
sharing and get consumers
interested in the brand. The
keyword the campaign will
focus on is "Shorts Brew".
This is the most searched
word in regards to Shorts
Brewery creating about
110,000 impressions for
$1,000 a day.

13. Support
• #ShortsBrew will create a community be using participatory culture. By making viewers feel part of
the action they will be more likely to interact with the brand and the campaign.
•
• The campaign will work in real time. Content must be constantly updated and comments and
questions must be addressed as quickly as possible to create a sense of community and
importance. -
•
• The content will focus heavily on the keyword "Shorts Brew". This will increase SEO and make the
site more findable. The content will also include ways to connect to the campaign by promoting
apparel and other merchandise. The marketing team will also try to make fans aware of the
#ShortsBrew campaign by creating contests that give away free products.
•
• The campagn will start on May 1st and run until December 31st. The marketing team will then
measure all the traffic to the website and the interaction seen on the social media platforms. The
success of the campaign will be to create momentum and see an increase in website traffic each
month. The Marketing team will then evaluate the information and see which months and which
keywords worked best in the campaign.