This document provides an overview of a marketing plan to expand the Creature Comforts craft brewery brand into the Savannah, Georgia market. The plan aims to use social media to develop brand archetypes for different beer types and build brand awareness through hashtags. It identifies target demographics in Savannah and competitor research. The marketing strategy involves a four month social media campaign to position the brand and individual beers to different personality types. Success will be measured by social media engagement with the campaign hashtags and increased website traffic from Savannah.

1. CREATURE COMPADRES
ALIX PIERSON, HANNAH KITCHEN, ROBERT STOLZ,
OLIVIA KLEINMAN,AYDA NIKNEJAD, PAIGE SMITH

2. BRAND OVERVIEW
MISSION STATEMENT:
To build an industry respected, consumer loved, and commercially
successful craft brewery that inspires people to pursue their passion
BIBO TROPICALIA
RECLAIMED
RYE ATHENA
+ LIMITED EDITION &
SEASONAL BEERS
$14+TOURS
GLASS + 16OZ
BEER +TOUR

3. ISSUE:
STRONG SOCIAL
MEDIA PRESENCE
EVENTS AT OR WITH
THE BREWERY
They have strong brand awareness locally, but once
they acquire more money to expand, they will not be
known in other locations.We selected this company
to enhance their current marketing strategies and
build brand awareness in Savannah, Georgia.

4. INTERVIEW OVERVIEW
• Company Background
• Strengths: Q3P- Pride themselves in the quality of their beer, strong brand image
with loyal customer base
• Weaknesses: Not able to sell beer because of GA legislation, the demand for their
beer is too high, cannot currently keep up
• Past Marketing Efforts: Social media (32k Instagram followers), Industry night
and other beer events- some successful, some not
• Key Segments to Target: everyone over the age of 21 segmented by archetype
• Company Goals:
• Short Term: Gain more participation in events, Keep up with the high demand for
their beer
• LongTerm:Add brewing locations, Create a business structure and organization
within the company
SHANNONVINSON
FIELD & SOCIAL MARKETING MANAGER

5. COMMUNICATIONS RESEARCH:
IN-DEPTH INTERVIEW
• 70% of interviewers said they would purchase Creature Comforts over competitors
• Those who love the brand mentioned unique quality, good taste, and location as reasons they
prefer the beer
• Those who didn’t, mentioned no diversity and feel as if they cans are too feminine
• Factors contributing a strong brand presence include: seeing Creature Comforts on social media
more often than competitors, great location, and going to the brewery for the experience
“Creature Comforts is
THE Athens beer”
“You know it won’t
disappoint”

6. SECONDARY RESEARCH
25 5936
4,817,950 people ages:
median
5 Major Colleges in Savannah +
Other Satellite Campuses
7,258,757 people
ages 21 and over
6

7. TARGET MARKET
BALANCEDCREATIVE PROFESSIONAL AUTHENTIC
”Adjust to your day”
30Years Old
Self-Confident Business
Woman
”Uncomplicate your day”
45Years Old
Hardworking Business
Man
”Celebrate the moment!”
22Years Old
SCAD Student Who
Loves Art
”Reclaim the Ordinary”
35Years Old
Authentic Handyman

8. COMPETITORS
1-5

9. Location None West of
Downtown
Downtown
Savannah
Just Outside of
Downtown
N/A
Price perTour $14 $15 N/A $12 $12
Customer
Rating
4.8 Stars 4.4 Stars 3.6 Stars 4.7 Stars 4.7 Stars
Instagram
Followers
33.6k 5.4k 1.1k 6.9k 39.8k
Number of
Beers (Year
Round)
4 3 5 5 7
Differentiation Inspiring a
passion
First Brewery
in Savannah
Haunted / Also
a Restaurant
Honoring
Veterans
Environmental
Awareness
1-5

10. PRODUCT / BRAND POSITIONING
Positioning by
Product User
Bibo Tropicalia Reclaimed Rye Athena
Overall Brand:
Crave Curiosity,
Inspired by Passion
BALANCED CREATIVEPROFESSIONAL AUTHENTIC

11. MARKETING COMMUNICATIONS OBJECTIVE
Use social media to develop brand archetypes and build
brand awareness in the new market of Savannah, GA
• Using hashtags
• #CreaturesofSavannah, #FindYourInnerCreature, #IAm_____ (Beer Archetype)
• Compare Savannah to Athens and look at similarities and differences
• Focus on storytelling

12. BUDGET
• Identifies communication objectives during the year and then calculates the cost of
each objective
• Build a budget around increasing brand awareness on Instagram in Savannah
• Allocate money to an outside agency to help with social media and graphics
• Consult a local beer connoisseur to gain insights on the Savannah market
OBJECTIVE AND TASK

13. IMC COMPONENTS
Advertising
Goals
Media
Selection
Tagline Consistency
Positioning
Campaign
Duration
Summary Closing
Build brand
awareness
Social networks /
Understand habits of
target market
”FindYour Inner
Creature”
Same graphic
elements, different
beers
Position individual
beers for different
personalities
4 Months
Uncover your passion,
find happiness, and
enjoy the Creature
Comforts of life
What’sYOUR inner
creature?

14. CREATIVE BRIEF

15. MEASURES OF SUCCESS
• Track hashtags through social media platforms
• Measure the number of new website visitors from Savannah through Google Analytics
• Success:
• Over 100 uses of the hashtags on various social media platforms
• Increasing website traffic by 5% through Savannah based users
#CreaturesofSavannah #FindYourInnerCreature #IAm_____

16. SUMMARY
• Purpose:
• Use social media to develop brand archetypes and build brand awareness in the new market
of Savannah, Georgia
• Conclusion:
• We are looking to use hashtags focused on the different beer archetypes to be able to both
reach people in the Savannah area and help them to gain knowledge and liking of the Creature
Comforts brand
FindYour Inner Creature

17. BIBLIOGRAPHY
1. http://www.creaturecomfortsbeer.com
2. http://terrapinbeer.com
3. http://southboundbrewingco.com/southbound/the-crew
4. http://servicebrewing.com
5. http://wordpress.moonriverbrewing.com
6. http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_1
5_1YR_S1401&prodType=table