The document provides an overview of Copper Door, a taproom in Tacoma, Washington. It details Copper Door's mission to educate customers about craft beer through events and a wide selection. An analysis finds Copper Door's social media could be improved by increasing variety, reducing wordiness, and syncing platforms. Goals are set to boost followers and gain partnerships. The summary recommends hiring social media staff, creating partnerships, changing Instagram content, and cross-promoting events.

1. Jessica Barry
Lindsey Murray
Ryley Dozier
Steven Dupre
https://uw.hosted.panopto.com/Panopto/Pages/Viewer.
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2. Brief overview
Copper Door is a unique taproom located in the stadium district of Tacoma,
Washington. This taproom is unlike any other with its 16 rotating taps and over
800+ bottles of different beer for one to indulge in. Not only do they have one of the
widest selections of beer, but they have events with live music and games, and
different promotional deals going on all of the time. They also offer a lot of
merchandise ranging from t-shirts to growlers.
The owner of the copper door began with experimenting and creating his
own beers at home. Then with the help of a friend he moved to tacoma and
created a place where he could share his passion with others. Now they carry
almost any beer that one can think of and are always interested in trying new ones.
They have been downtown for 2 years now, and don’t plan on leaving any time
soon. Right now they have a moderate social media presence with a website,
facebook, instagram, and twitter but aren’t using them to their fullest potential.

3. Mission Statement
Copper Door’s Mission Statement
To improve and enrich the knowledge of craft beers in a relaxing, friendly environment for the Tacoma
beer community through hosting events, gatherings, and providing one of the widest selections of beer in
the area.
Group Mission Statement
To provide the Copper Door with new ways to further their presence in social media sites through
analyzing and assessing their current weaknesses and strengths. In order to enrich the Tacoma beer
community by creating an improved social media presence to increase awareness.

4. People
Current demographics
● Customers age from 21 to 45
● Mostly relies on word of mouth to reach people in the community
Target Demographics
● College students from 21-25
● Mostly active on social media
● Want to attract others from the community using social media

5. People (continued)
● Want to attract people who pass through the North End
○ Tacoma running club
● Why?
○ Adults ages 18-29, 89% of them use social networks
○ 71% of adults use Facebook
○ 23% use twitter
○ 26% use instagram

6. Staffing
● One person in charge, but they should hire another.
● The staff should be excited and willing to participate because of how unique
the Copper Door is
● Another member should be in charge of the analytics and observing what is
working for the company.
● By not having one person completely in charge of the social media sites it
allows for collaboration between team members.

7. Competitive Advantage // SWOT Analysis
Strengths:
- Regular, consistent posts
- Informative posts regarding events and specials
Weaknesses:
- Lack of variety in Instagram posts
- Posts are too “wordy”
- Instagram not synched to company website.
Opportunities:
- Event promotion through various social media outlets
- Social media partnerships with local breweries
- Potential value in Instagram’s video feature
Threats:
- Some competition has stronger social media presence
- Lack of post quality could be impacting engagement

8. Current social media audit
Social Network URL to profile Mission statement Branding Check
Y/N
Twitter https://twitter.com/thecopperdoorwa To remind followers
about events that are
happening the day
of, as well as
promote other offers.
Yes
Instagram http://iconosquare.com/thecopperdoorwa To visually show
followers the types
of beer they have,
the atmosphere, and
to promote events.
Yes
Facebook https://www.facebook.com/TheCopperDoorTacoma To provide followers
with a culmination
of posts that relate to
events, beer, and the
atmosphere.
Yes

9. Smart Goals
-Five unique types of content per month starting in June for the duration of the
summer.
-Five breweries make posts about The Copper Door by July 2016
-Take one customer request per week through social media for beer on tap
starting in June.
-Reach 500 Instagram followers by July 2016
-Reach 1,000 Instagram followers by the end of the 2016

10. PLATFORMS/TOOLS
Instagram is one of the best platforms The Copper Door could use. The
site allows the bar to:
- Advertise the different kind of beers available
- Showcase customers pictures from the bar
- Promote events & specials
- Post short video content to improve engagement

11. PLATFORMS/TOOLS
Facebook is also one of the better platforms that the Copper Door
could use and improve on. Allowing them to:
● Create events pages to spread awareness of the events.
● Create postings to get the customers more involved.
● Posting Videos and Pictures about the Copper Door.
● Advertising about the different beers and the taproom itself.

12. Creating a Plan
● Hire one person to run Social Media pages & Project a manager in charge of the social media budget
● Create a social media budget
● Create a Snap Chat
● Cross promote on Facebook, Instagram, Snapchat, and Twitter
● Post pictures from events
● Re-post more customer pictures
● Create shorter picture descriptions
● Promote breweries that supply beer
● Have breweries post about the Copper Door on their Social media by Partnering with them

13. Planning Continued
● Promote beer recommendations
● Post more videos in general
● Promote bands more on social media
● Create two original posts per week
● Promote more events
● Use relevant hashtags
● Use pictures from Facebook page on Instagram
● Post pictures of food
● Post every other week about Tasting Tuesdays

14. Conclusion:
By following the steps presented The Copper Door will be able to increase their social media influence
and gain new followers and customers.
The bar would need too:
-hire workers whose job is solely focused on the social media and analytical aspect.
-create partnerships with fellow breweries to help promote the business.
-change up the Instagram page, post unique pictures and videos and
do not duplicate posts.
-cross promote events throughout Facebook, Instagram and Twitter.