This was a group project in which my teammate and I chose a local company for which to write an Integrated Marketing Campaign. We chose <a>Great Divide</a> Brewering, a brewery located in downtown Denver. We met with a company representative who gave us some great background information on the company, we researched the company's competitors and the craft beer industry, and we wrote a campaign that incorporated some of the company's actual future plans and budget to create a cohesive, targeted, and realistic plan. The plan includes objectives, a message and message tactics, evaluation, budget, and implementation. The course culminated in a presentation to our professor and a Great Divide representative and was well-received by both. Below are the slides we showed during our presentation.

1. Great Divide:
Integrated Marketing Campaign
By Erica Augustine & Whitney Irwin

2. Overview
• Founded in 1994 by home
brewer Brian Dunn
• Brews “big beers”
• Series of expansions to
keep up with growth
• Goal: continue to grow
and reach 15,000

3. Market Drivers & Trends
• Food Pairings
• Obesity In America
• Growth in the Super-
Premium Segment
• The Green Revolution

4. Competitors
Brewery Image/Message Evidence
Avery Brewing Technical beer-making Tons of awards, emphasize
“quality English-style ales”, they
pair their beer with various
cheeses
Boulder Beer Company Craft heritage, folksy Labels have a “Ben & Jerry’s”-
like quality. Own a brewpub and
pair the items on their full menu
with their beers
Left Hand Brewing Company Colorado heritage Name comes from a Coloradan
Indian chief, bottle designs
commonly have Native
American patterns.
Odell Attention to detail (technical),
Green Brewery
Website details green initiatives

5. Great Divide’s Message
• Current IMC Message: Drink Great Divide’s beers
because of their balanced and flavorful taste.
• New IMC Message Options:
Message 1:
Local Pride
Message 2:
The Green
Brewery
Message 3:
Food Pairings

6. New IMC Message
• Drink Great Divide’s
award winning beers
because they are
brewed for beer lovers
who appreciate a
balanced flavorful beer
either on its own, or
paired with food.

7. IMC Objectives
• Objective 1: Increase brand awareness by X% amongst
beer festival attendees over the course of a year.
• Objective 2: Increase online brand awareness via the
company’s website by X% amongst members of the
company’s target market over the course a year.
• Objective 3: Generate X new product trials at the Great
Divide Tap Room amongst members of the target
market over the course of a year.
• Objective 4: Increase sales to the company’s bar and
restaurant accounts by X% over the course of a year.

8. IMC Objectives
• Objective 1: Increase brand awareness by X% amongst
beer festival attendees over the course of a year.
• Objective 2: Increase online brand awareness via the
company’s website by X% amongst members of the
company’s target market over the course a year.
• Objective 3: Generate X new product trials at the Great
Divide Tap Room amongst members of the target
market over the course of a year.
• Objective 4: Increase sales to the company’s bar and
restaurant accounts by X% over the course of a year.
R(Realistic)
T(Target)
T(Task)
T(Time)

9. Increase brand awareness by X% amongst
beer festival attendees over the course of a
year.
• Tactics Used: Events & Sponsorships, Advertising
• Evaluation: Event Entry & Exit Survey
• Implementation:
– Requires 1-3 additional employees to be at each event
– Develop survey
– Display materials and samples
– Design and purchase “freebies” to give out at the event
– Find a local eatery or gourmet food store to team with
OBJECTIVE
1

10. Increase online brand awareness via the
company’s website by X% amongst
members of the company’s target market
over the course a year.
• Tactics Used: Online Marketing, Advertising
• Evaluation: Website Tracking, Website Statistics
• Implementation:
– Contract design work to 3rd
party
– Redesign website
– Add videos and ecards
– Design and purchase “freebies” to give out to consumers
that advertise Great Divide’s website
OBJECTIVE
2

11. Generate X new product trials at the Great
Divide Tap Room amongst members of the
target market over the course of a year.
• Tactics Used: Sales Promotion
• Evaluation: Count And Collect Promotion Cards, New
Customer Survey In The Tap Room
• Implementation:
– Bartender’s responsibility
– Design Tap Room survey
– Design and print business card size promotion cards
– Display materials and samples
OBJECTIVE
3

12. Increase sales to the company’s bar and
restaurant accounts by X% over the course
of a year.
• Tactics Used: Advertising, Sales Promotion
• Evaluation: Sales Revenue Growth From Accounts
• Implementation:
– Great Divide employees will need to work the event
– Design and purchase coasters
– Find a local eatery or gourmet food store to team with
– Create and send invitations
OBJECTIVE
4

13. Budget
Tactic Amount Cost Objectives
Event Sponsorship:
Posters For Each Beer Featured 100 $399 Objective 1
Sponsorship Cost 10 $5,000 Objective 1
Cups 100,000 $221.40 Objective 1
Food x Free Objective 1
Total $5,620
Sales Promotion:
Promotion Cards 5,000 $46.55 Objective 3
Happy Hour Discount 1,000 $500.00 Objective 4
Tap Room Event: Food 4 $600.00 Objective 4
Total $1,146.55

14. Budget (continued)
Tactic Amount Cost Objectives
Advertising:
Bumper Stickers 1000 $492.96 Objectives 1 and 2
Bottle Openers 500 $500.00 Objectives 1 and 2
Foam Beverage Insulators 525 $362.25 Objectives 1 and 2
Carabiners 500 $325.00 Objectives 1 and 2
Advertising: Coasters 5000 $425.00 Objectives 1,2, and 4
YouTube posting x Free Objective 2
Total $2,105.21
Other:
Google Analytics x Free Objective 2
Yeti Contest Prize 1 $500.00 Objective 2
Total $500.00
Grand Total $9,372.16

15. Questions?