The document discusses a media strategy proposal for Samuel Adams beer to introduce their new seasonal beer "Escape Route" and shift perceptions of their brand. It includes research on beer trends, the competitive landscape, target audiences, and a proposed multi-channel media plan focusing on digital, social, radio and out of home advertising. The goal is to position Escape Route as the dominant winter transitional beer and establish Samuel Adams as accessible to casual drinkers while not alienating craft beer enthusiasts.
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- SWOT Analysis, and
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A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
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- Conducted information gathering interviews with client to understand the needs of their business
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- Set clear and specific objectives for the business
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Activation case studies with a number of drinks brands - including Ocean Spray, Monster Energy, St Austell Brewery, Grant’s Whisky, Volvic - focussed on integrating digital, shopper and on-pack activations to drive sales.
Using this unique experience from across the grocery category and our established performance models, we create end-to-end activations that deliver measurable sales uplifts.
standout campaigns that have delivered measurable returns and ROI.
The world’s most international brewer
No 1 in Europe and No 2 in the world by revenue
Operations in over 70 countries globally
Brewing great beers, building great brands
Committed to surprising and exciting
consumers everywhere
Long and proud history and heritage
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This proposal was made to the ISKCON Mayapur GBCcom. It was a humble attempt of Vraja Kumara Prabhu and myself to create a solid infrastructure for the development of the city of Mayapur.
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Marketing Plan for DRU BRU Taproom and BreweryThaoNgo60
Marketing Plan and Consulting for DRU BRU Taproom and Brewery
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Activation case studies with a number of drinks brands - including Ocean Spray, Monster Energy, St Austell Brewery, Grant’s Whisky, Volvic - focussed on integrating digital, shopper and on-pack activations to drive sales.
Using this unique experience from across the grocery category and our established performance models, we create end-to-end activations that deliver measurable sales uplifts.
standout campaigns that have delivered measurable returns and ROI.
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No 1 in Europe and No 2 in the world by revenue
Operations in over 70 countries globally
Brewing great beers, building great brands
Committed to surprising and exciting
consumers everywhere
Long and proud history and heritage
Mayapur Master Plan Proposal - February 2012Raivata Das
This proposal was made to the ISKCON Mayapur GBCcom. It was a humble attempt of Vraja Kumara Prabhu and myself to create a solid infrastructure for the development of the city of Mayapur.
Unfortunately wasn't approved, and we are still waiting for a valid alternative, that hasn't been presented yet.
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Le Speciali rappresentano un’opportunità
Il contesto
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and spread the word.
Here is the plans book from my capstone class at The University of Georgia. I worked primarily as the account executive on the project, however much of the work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were so lucky to have worked with 22squared and Baskin Robbins for this class. Hope you enjoy!
Here is the plans book from my capstone class at The University of Georgia. I worked as the Account Executive for this project, although much of the actual work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were lucky enough to work with 22squared and Baskin Robbins for this class. Hope you enjoy!
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An example of a complete digital marketing strategy presentation. Online and Social Media audit, recommendations, and plan to improve the client's online presence, brand awareness, build a community, and generate leads and inbound traffic.
1 Team Number 155 Strange Days Brewing Co. TatianaMajor22
1
Team Number: 155
Strange Days Brewing Co.
Strange Days Brewing Co is an up and coming craft brewery in Kansas City, MO that will open with a
taproom. With a combined 12 years brewing experience, the brewery will focus on: building a
community experience, providing beer education, and having an imaginative, adventurous, and risk
taking philosophy. Beers will be sold out of the taproom in year one, but look to sell bottles and
distribute in the future.
THIS BUSINESS PLAN CONTAINS TRADE SECRETS AND OTHER CONFIDENTIAL AND
PROPRIETARY INFORMATION OF STRANGE DAYS BREWING CO. ACCORDINGLY, THIS
BUSINESS PLAN IS CONFIDENTIAL AND IS INTENDED SOLELY FOR THE INFORMATION
OF THE INDIVIDUAL OR ENTITY TO WHICH IT IS DELIVERED BY OR ON BEHALF OF
STRANGE DAYS BREWING CO. BY ACCEPTING A COPY OF THIS BUSINESS PLAN, THE
RECIPIENT AGREES NOT TO COPY, DISTRIBUTE OR OTHERWISE DISCLOSE THIS
BUSINESS PLAN OR ITS CONTENTS OR ANY OTHER RELATED INFORMATION TO ANY
OTHER INDIVIDUAL OR ENTITY WITHOUT THE PRIOR WRITTEN CONSENT OF STRANGE
DAYS BREWING CO., AND TO RETURN THIS BUSINESS PLAN TO STRANGE DAYS
BREWING CO. UPON REQUEST.
2
NOTHING IN THIS BUSINESS PLAN, OR IN ANY MATERIALS OR PRESENTATIONS RELATING TO SUCH BUSINESS
PLAN IS INTENDED, NOR SHOULD BE CONSTRUED AS, AN OFFER TO SELL ANY ACTUAL SECURITIES OR ANY
OTHER INTEREST OR INVESTMENT OPPORTUNITY IN THE BUSINESS VENTURE DESCRIBED IN SUCH BUSINESS
PLAN. THE BUSINESS PLAN AND ALL SUCH MATERIALS AND PRESENTATIONS HAVE BEEN DEVELOPED FOR
EDUCATIONAL PURPOSES BY ONE OR MORE STUDENTS IN A UMKC COURSE OR OTHER PROGRAM OF
INSTRUCTION AND WILL BE ENTERED IN A VENTURE CHALLENGE COMPETITION (“COMPETITION”) WHICH
ENHANCES THE EDUCATIONAL EXPERIENCE FOR THE STUDENTS THROUGH AVENUES FOR FEEDBACK BY
JUDGES ON THE STUDENTS’ WORK.
AS PART OF THE OPPORTUNITY FOR INSTRUCTIVE FEEDBACK FROM INSTRUCTORS AND FROM JUDGES AT THE
COMPETITION, THE STUDENTS HAVE PREPARED VARIOUS TYPES OF HYPOTHETICAL FINANCIAL
PRESENTATIONS AND PROJECTIONS AND BUSINESS VALUATION CALCULATIONS AS PART OF THE
DEVELOPMENT OF THIS BUSINESS PLAN. TERMS SUCH AS “BELIEVE,” “ESTIMATE” AND “PROJECT” AS USED
IN THIS BUSINESS PLAN AND IN RELATED MATERIALS AND PRESENTATIONS ARE FORWARD-LOOKING
STATEMENTS AND ILLUSTRATIONS BASED ON VARIOUS ASSUMPTIONS AND PERFORMANCE ESTIMATES.
ALTHOUGH THE STUDENTS HAVE BASED SUCH FINANCIAL PRESENTATIONS AND PROJECTIONS ON
ASSUMPTIONS AND CALCULATIONS THEY DEEM REASONABLE, THEY COULD PROVE TO BE INACCURATE DUE
TO ECONOMIC CLIMATE, COMPETITIVE AND MARKET CHANGES AND CONDITIONS, RISK FACTORS AND
EVOLVING BUSINESS DECISIONS, OR OTHER FACTORS WHICH ARE DIFFICULT OR IMPOSSIBLE TO PREDICT.
THERE IS NO ASSURANCE THAT THE FINANCIAL CIRCUMSTANCES OR RESULTS ILLUSTRATED OR
CONTEMPLATED BY SUCH STATEMENTS AND PROJECTIONS COULD OR WOULD BE REALIZED, AND, AGAIN,
THE PURPOSE IN PREPARING THEM WAS EDUCAT ...
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Sam Adams Escape Route: Media Proposal and Plan
1.
2. Your don’t know this and have a
narrow view of your brand.
Audiences
CraftBeerConnoisseur
CasualDrinker
3. Samuel Adams is known as the Boston beer
brewer and a leader in traditional beer variety.
However you offer so much more than that...
4. The brand disconnect puts debilitating pressure
on key metrics such as reputation, decisive
purchase rate and brand perception.
5. Communication Challenge
How can you get people who think they know everything about
Samuel Adams beer to realize the brand has more to offer?
6. Agenda
● How we would approach the media strategy to Samuel
Adams’ brand shifting and product promotional work
● High-level media recommendation
● Optimization strategies
11. Situation Analysis
Category Overview of Trends
● Customization of
Alcohol and Ingredients
● On-Premise Drinking
● Knowledgeable and
Sophisticated Palate
Mintel Oxygen
Brick and Barrell
IBIS World Industry Reports
Advertising Redbooks
● Social Influences for
Alcoholic Beverages
● Heritage and Genuine Story
Value of Brands
● The Occasion
12. Situation Analysis
Category, Brand and Consumer Overview
Mintel Oxygen
Brick and Barrell
IBIS World Industry Reports
Advertising Redbooks
16. Sam Adams - National Ad Spend
● Sam Adams national activity
is almost exclusively
broadcast TV and Radio
○ Any channel that had less than
1% spend was not included
● As a result, awareness of the
brand at large has been
well-established in the market
Kantar - Stradegy
17. ● 3 Spring Beers in the last 5 Years
○ National Launch Mix is not working!
● Still relying heavily on broadcast
channels for media spend
Sam Adams - Spring Seasonal Spend
Kantar - Stradegy
18. Yuengling - Boston Launch Spend
Kantar - Stradegy
● In late 2013 / early 2014,
Yuengling launched it’s
second coming in Boston
○ Sales boomed upon Boston
launch, still remain strong today
● Found the right formula for a
local product launch
○ Second largest channel - OOH
23. Strategic
Opportunity
Establish Escape Route as the dominant winter transitional beer and the accessible craft beer for the
casual drinker, without alienating the craft beer connoisseur.
Strategic Pillars
24. Target Persona
Secondary Target:
Adults
21-49
Primary Target:
Men
21-34
MRI - 2014 Doublebase Study; Nielson Report: Exploring Consumer’s Mindset; IBIS World Breweries in the US - June 2014; Mintel
● Millennials are experimental, attentive
consumers
● Craft beer has a broad appeal, but the main
source of sales growth are from males, 21-35
● While disposable income may be low, the
younger audience is still fostering brand loyalty
33. Exciting Custom Units, Homepage Takeovers
and Skins
Sample Site List
Boston.com
Wicked Local
CBS Local
NHL.com
Bleacher Report
Barstool Sports
KEY PARTNERSHIP
34. ● Native Content Series focusing on
● Boston dining experiences and craft beer pairings
● Dedicated Emails Introducing Escape Route
● One Day Takeover
● Food and Drink Vertical Takeover
40. Snowed in? We’ll help you out! Sign up
with Drizly and use promo code
“ESCAPE2015” for a free taste of Escape
Route with every purchase!
Top 10 Bruins Moments! Brought to you
by Sam Adams, Escape Route.
Promoted Posts to
support our content
partnerships and
sponsorships with
Buzzfeed, Drizly, Uber,
Instagram, Thrillist
41.
42. ● Use top branded and non branded keywords to target Boston consumers who are searching to find
more about craft beer and Sam Adams
○ Drive consumers to microsite
● Update keyword list around mobile promotional periods
PAID SEARCH
44. Digital OOH
● Traditional OOH Billboards have a
high out of pocket cost
○ Capitalize on digital inventory
for targeted efforts
○ TD Garden digital wraps,
extending some of our radio
and display efforts
● AdCity - Taxi Cab ads, capture
our audience en route
○ Top of mind messaging upon
arrival to their destination
45. Experiential OOH
● Bring Spring to the city with
heated bus stops sponsored by
Sam Adams
○ Bus stops also wrapped in
Escape Route skin
● Subway Takeovers in high traffic
areas also reach commuting
crowd with continuous messaging
47. Local Radio
● Align with local sports hub
networks during Bruin’s game
● Daypart mix across other local
networks would heavy up in the
A.M. and P.M. commuting hours
○ Weather/Traffic Sponsorships
48. Streaming Online Radio
● In partnership with Spotify, we
would geo and demo target for our
online listeners
● Daypart mix would be more
geared to the “at work” crowd,
ensuring sufficient coverage for
our message to be heard
66. Winter Beer Landscape
Stradegy
February is typically one of the
more miserable months on the
beer calendar when production
falls about 3 million barrels off
of its midsummer peak to its
lowest point until the
November-December holiday
season.
-Beer Institute and the Alcohol
and tobacco Tax and Trade
Bureau.
67. Bud Light Golden Wheat - National Launch
Kantar - Stradegy
● Bud Light launched “Golden
Wheat” in Q3/Q4 of 2009
○ Within two years, An-Bev pulled
the product line as sales suffered
● Like Sam Seasonals, Golden
Wheat relied primarily on TV
● Unlike Sam Adams, however,
Golden Wheat also invested
significantly in print
