This document outlines a guerrilla marketing strategy and summer campaign for New Belgium Brewing Company's Fat Tire beer. The presentation covers: an overview of the company and current events; the guerrilla marketing strategy and target consumers; proposed weapons and tactics including mini, maxi, and human media; details of a Fat Tire summer campaign featuring events in San Francisco; a marketing calendar and budget; and references. The goal is to promote the company's environmentally sustainable practices, increase brand awareness and sales, and support active lifestyles.

1. Presented By Michelle Baker PrajaktiAkarte Christopher Serio FerasBseiso

2. Agenda – may 13, 2010 Section I: Company Overview & Current Events Section II: Guerrilla Marketing Strategy Section III: Guerrilla Weapons & Tactics Section IV: Fat Tire Summer Campaign Section V: Calendar & Budget Section VI: Appendix

3. Overview & Current Events

4. Company overview Located in Fort Collins, Colorado Established in 1991 Flagship beer of New Belgium Brewing Company Originated from a bicycle trip in Belgium Distributed in 18 states Social responsibility and low environmental impact

5. Current promotional events Tour de Fat – bike tour though 13 western cities. Team Wonderbike– members promote using a bicycle as their primary means of transportation. Urban Assault – city tour, bicycle team scavenger hunt (Berkeley in early May). Bike-In Cinema – summer drive in movies at Fort Collins, CO. Ride your bike (no cars allowed) to a drive-in movie. Facebook, New Belgium Brewing Co Website.

6. Guerrilla marketing strategy

7. Purpose of guerilla marketing Need to promote the environmentally sustainable business practices. Increase visibility of company core values. Support healthy and active lifestyles. Increase brand awareness and sales

8. Target consumers Men and women Ages 25 to 45 Living in urban dwellings. Youthful but professional mentality Affluent, well educated Care about green practices and sustainability Active lifestyles.

9. Competitive analysis Large scale brewing companies – InBev, Molson Coors, and SABMiller Craft breweries – approximate 1,500 craft breweries across the U.S. Sustainable breweries – Sierra Nevada (Chico, CA) and Eel River (Fortuna, CA). Eel River is micro (15,000 barrels) and Sierra Nevada is national (relative to Fat Tire).

11. Promote healthy lifestyles

12. Youthful

13. Community oriented

17. Partnerships with local businesses

18. Increasing number of bikers

20. Weapons & tactics Mini-Media Canvassing – to spread the word of the summer campaign and promote our sustainability Business Cards – used as brochures and given to local sustainable businesses and pubs Personal Letters – sent monthly to each sustainable business promoting our cards E-Media Blogs – posts about Fat Tire events and other sustainable practices E-Newsletters – consumers and companies SEM – increase search rankings and discovery Social Media – engage the consumer

21. Weapons & tactics (con’t) Maxi-Media Radio Ads – used to promote “centipedes” and beer stands at summer festivals Human Media Affiliate Marketing – on other sustainable websites or relevant landing pages Networking – attending Meet-Ups and other free events throughout San Francisco Non-Media Word of Mouth – ask people to refer friends to Fat Tire, create campaign buzz Product Placement – Fat Tire placed at summer events Company Attributes Positioning – to consumers and businesses Location – increase accessibility and reach

22. Fat Tire Summer Campaign

23. Promotional Activities Bay-to-Breakers – launch the centipede! Fat Tire Bike Paths Spray Painting Competition San Francisco Bike Rentals Sustainable Organizations & Partnerships Social Media - Twitter & Facebook Stern Grove – Sunday Concerts San Francisco Summer Festivals Google Ad Campaign

24. Bay to breakers High alcohol consumption at event Cheap used tires Promote Active/Fun Lifestyle Word of mouth Promoting brand visibility

25. Fat tire bike paths Arrows that direct you to the nearest Fat Tire seller Easy visibility Promoting Sales

26. Spray painting competition in art schools Many art schools in San Francisco Competition for the best spray paint design for Fat Tire Supply paints etc. Judged by members online – highest ‘like count’ on Facebook.

27. Bike rentals Bike Rentals Sponsor Maps Discount Coupons Global Tourists Promote Brand Awareness

28. Twitter – follow your folly Based on Facebook profile Post your follies Twitter will help accelerate responses Promote consumer participation

29. Facebook Ad campaign Launch 12 week ad campaign Highlight upcoming events Build up Fan Base Promote consumer contribution Promote brand Link to YouTube video Link to Twitter page “Follow Your Follies” Cross communication between Facebook pages for both Fat Tire and New Belgium Brewing Co.

30. Stern grove – Sunday Music concerts Sunday Concerts Donation Based Centipedes would collect donations Beer booth

31. SF Summer Festivals May 29-30: SF Carnival 2010 June 13: Haight-Ashbury Street Fair June 13: North Beach Festival June 28: SF Pride Parade July 4: Fillmore Jazz Festival August 14: Outside Lands Festival

32. Google ad campaign Launch 12 week ad campaign Highlight upcoming events Introduce consumer Twitter page Introduce consumer to FacebookFanpage Introduce consumer to YouTube video, highlighting core competencies of company Promote brand

33. Calendar & Budget

34. Marketing Calendar

35. metrics Prior to events – Number of fans and followers. After the event - Facebook and Twitter hits/fans. Code behind each Business card – coupon $2 off each 6 pack Each event has different codes – see return rate Bitly – Track website traffic Comparative participation between prior New Beligium events and current proposed events Google Analytics – CTR and PPC

36. Appendix & Questions

37. References Reuters article, YouTube pricing - http://bit.ly/bfzItg Ad pricing - Stephanie Saporita, Local Sales Manager, Alice Radio 97.3 (CBS Radio San Francisco) Ad pricing - Paul E. Hoffmann, Jr., Local Sales Manager, Live 105 KITS (CBS Radio) Paint costs - http://bit.ly/bqfxm2 Brochure costs - http://bit.ly/coGbWk Competition - http://bit.ly/cP1fG2 Targeting - http://bit.ly/cOd3E8 Segmentation - http://bit.ly/cDRQkR Positioning - http://bit.ly/8YocxA Bike paths - http://bit.ly/9i4gck