Philly Beer Week Advertising Campaign
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In a team of five, I worked as an Art Director to rebrand Philly Beer Week. We ultimately created a new brand identity by designing a new logo, a mock website, phone application, billboards, and handouts.
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WineRiotPlansBook
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Philly Beer Week Advertising Campaign
- 4. “Imported beer never makes it out of Philly... because we drink it all” Philadelphia
- 9. In Market Direct Competition ● Events during Philly Beer Week ○ Center City Sips ○ Festival of Fountains at Longwood Gardens ○ Fete Day ○ First Friday ○ Parx Casino Philly Cycling Classic ○ TD Bank Philadelphia International Cycling Championship ○ Roots Picnic
- 10. Outer Market Direct Competition ● Other Local Beer Weeks ○ New York City Beer Week ○ New Jersey Craft Beer Week ○ Wilmington Beer Week ○ Maryland Beer Week
- 11. Indirect Competition ● Bars not participating in Philly Beer Week ● Other events in Spring ○ Graduations ○ Museums/ Park Events
- 12. To raise the overall awareness about Philly Beer Week and to establish them as the leading craft beer event in the country Our Promise To You
- 13. Hammering It Out
- 16. Desired Target Audience As directed by the client, the desired target is a younger and more diverse crowd. This target is experiencing their first disposable income out of college and are interested in exploring new and better options for beer Males and Female ages 21-40
- 17. Where is the Target?
- 18. Timing
- 20. Your Followers ● Demographics ○ 65-68% male ○ Philly Beer Week’s current target are males between 30-40 years of age who are making an income of over $75,000 a year. IBISWorld
- 22. Survey Results *Based on our survey results
- 23. Meet Eric, 33 and Samantha, 34
- 24. Meet Kyle ● 25 years old ● Originally from Texas Went to Texas A&M ● Moved to Philly 3 years ago
- 28. We Think This Will Look Good On You ● Digital Billboards ● Twitter/ Instagram/ Facebook ○ Social Media Challenges ● YouTube promo video ● Vendor Events ○ Vendor Brunch ○ Vendor Mixer Consumer Targeted Vendor Targeted
- 32. Digital Billboards ● Rotary Digital Billboards in areas of high traffic ○ Interstate 95 South reaching northbound traffic ○ Interstate 76 East reaching westbound traffic
- 54. Current Budget
- 55. *We plan to increase vendor participation by 20% for 2015 Increased Budget
- 56. Start social hashtags for events People sharing and interacting with Philly Beer Week Facebook Instagram Twitter Ability for consumers to interact with brand and easily find events Google Analytics Hootsuite Northbound on Interstate 95 People sharing photos of social activities Billboard To create awareness about Philly Beer Week Impressions Redesign to make it visually cohesive with the brand Philly Beer Week’s information Internet To give consumers a visually appealing site to click through Google Analytics Upload to video sharing website Video of the vendor mixer and bruch YouTube, Facebook Instagram,Twitter To show vendors how valuable they are Track the number of views Redesign for a visually appealing experience Event calendar, social media, transportation Mobile devices, tablets, iPad To keep Philly Beer Week relevant Track the number of downloads Hand out Statistics on vendors ROI Print To inform vendors of their value and their benefit as a vendors Track the number of RSVPs to attend the event and the number distributed Social gatherings People Philly Beer Week office and a Park To educate vendors on their investment and to introduce Philly Beer Week 2015 Track the number of RSVPs
- 57. Explored But Not Recommended ● Septa Bus King ○ Engages pedestrians, riders of public transportation and commuters ○ Easy way to engage and excite consumers ○ Hashtag participation ○ #25 showing ○ Center City bus routes ● Potential Partnerships ○ Further develop your professional relationship with Booking.com ○ Venmo/ PayPal ○ Square
- 58. What we learned from all of this...
- 59. Life is Short, Drink a Good Beer Thank You