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Marketing Campaign for Creature Comforts Brewery
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.
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Marketing Campaign for Creature Comforts Brewery
- 1. CREATURE COMPADRES ALIX PIERSON,HANNAH KITCHEN, ROBERT STOLZ, OLIVIA KLEINMAN,AYDA NIKNEJAD, PAIGE SMITH
- 2. BRAND OVERVIEW MISSION STATEMENT: Tobuild 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 EVENTSAT 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 • CompanyBackground • 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 4,817,950people ages: median 5 Major Colleges in Savannah + Other Satellite Campuses 7,258,757 people ages 21 and over 6
- 7. TARGET MARKET BALANCEDCREATIVE PROFESSIONALAUTHENTIC ”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
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- 9. Location None Westof 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 / BRANDPOSITIONING Positioning by Product User Bibo Tropicalia Reclaimed Rye Athena Overall Brand: Crave Curiosity, Inspired by Passion BALANCED CREATIVEPROFESSIONAL AUTHENTIC
- 11. MARKETING COMMUNICATIONS OBJECTIVE Usesocial 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 communicationobjectives 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 SummaryClosing 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?
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- 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: • Usesocial 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