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2. Situation & Background
Relevance and goal
Talley Vineyards has always been
family friendly but has yet to
market their family friendly
atmosphere to the community. by
capitalizing on this marketing
strategy we will be able to
expand our customer base,
generate more sales and be
recognized as the premiere
family friendly winery .
3. Experiential objectives &
Message
#1
FAMILY-
FRIENDLY
WINERY
IN THE
COUNTY
Marketing our
"Take me out to
Talley" days using
different
amplification
channels than
before to reach a
new market and
Increase over all
family attendance
to Talley Vineyards.
Increase Talley
wine club Sign
ups & retain
customer
loyalty with
event attendee
families by the
end of the
campaign.
4. Target Audience
"Merlot
Mommies"
Family Fun
Seekers
Demographics: Demographics:
Psychographics: Psychographics:
Local Mothers
Ages 27+
Local Families
Kid age range from 1-14
Social
Enjoy drinking Wine
Enjoy spending time with Family
Active on Social Media
Partake in sharing experiences online
Looks for family engaging activities
Enjoys spending time out doors
Values time with Family
Entertained by social activities
5. Message & Experiential strategy
we will be bringing the brand
personality to life with our "Take me
out to Talley" Days by creating an
emotional connection with families,
maintaining quality engagement, and
making social engagements
throughout our events to build
brand advocacy and long standing
customer relationships.
Through the “Homegrown”
campaign Talley Vineyards will be
generating a message that will
change brand perception, deepen
customer loyalty, and create
authentic customer interactions.
This message will be internalized
by our target audience through
the real life experience of our
events.
6. Locations
&
ambassadors
Systems/mechanisms for
measurement
Talley Vineyards and Farm
The Talley Family and employees
Wine club loyalty members
Social Media accounts business= Metrics
Word of mouth reach (y+17)+y/ Monitor referrals
Social Media Intern to rebrand/maintain platforms
survey participants for feedback
