1. Tactics
Buy One, Get One Free
Mac and Jack’s will produce a manufacturers coupon to distribute to Happy’s
Market in Ellensburg. This coupon will be passed out to individuals 21 or older who
come to purchase a Mac and Jack’s growler at the market. The coupon will give the
individual 50% off their next fill of Mac and Jack’s beer in their growler. Benefits from
this promotion include more Mac and Jack’s purchased and loyalty to the brand because
of the special.
Wildcat Wheat Ale
In Redmond, at the Mac and Jack’s Brewery, a new beer will be produced.
However, this beer will only be available in Kittitas County as a special edition. To make
this special edition stand out to the Central Washington University students, it will be
named after the institutions mascot, which is a wildcat. The beer will be wheat ale
because wheat can be harvested locally in the county. Wildcat Wheat Ale will benefit the
agriculture community by the gathering of local wheat, inspire students to drink Mac and
Jack’s because of their involvement in the society and bring in visitors to the area to taste
this special edition beer, only available in the Kittitas County area.

2. Hop and Trot 5K
The Tav, a local favorite bar to drink Mac and Jack’s, will host the first annual
Hop and Trot 5K. This event will be open to individuals 21 years of age and older. It’s a
non-competitive race around Ellensburg and after the event, The Tav will be reserved for
participants of the race and bartenders will be serving more Mac and Jack’s favorites and
appetizers, for an additional price. Included in the cost of registration is a participant t-
shirt, an honorary “Hop and Trot 5K” pint glass and two glasses of beer after the race at
The Tav. The benefit of this event is the experience individuals will get and associate
with Mac and Jack’s.
Mac and Jack Monday
In Kittitas County, at the bars and lounges, every Monday will be dedicated to
Mac and Jack’s with a special promotional price on a sampler. The sampler will contain
four, five ounce glasses of the following beer: Amber Ale, Serengeti Wheat, Blackcat
Porter and Two Tun IPA. This unique sampler will only be available on Mondays and at
the special price of $10.00. However, there can be no modifications made to the sampler,
it comes as advertised. Individuals will be drawn to this promotion because of it’s great
price, variety and the fact that it’s on a Monday, which can be a tough day of the week
making beer the perfect solution.

3. The M&J Zoo
A safari animal distinguishes the Mac and Jack’s different beer. There is a lion,
giraffe, blackcat, elephant, gorilla and toucan to classify the beer available. The M&J
Zoo is a “scavenger hunt” like quest. Individuals are to drink one of each beer containing
these animals and get then stamped off by the bartender on a card that is provided by the
participating bar. Upon completion of The M&J Zoo, the individual will receive an
honorary stein with all six animals etched on the outside. The bar will send in the
completed card for the individual and give them their reward when it has arrived. This
quest can only be done once per person. Mac and Jack’s will benefit from this because
people will taste their other varieties of brews besides the famous Amber Ale.
Individuals will be drawn to this promotion because of the reward and the opportunity to
enjoy new flavors of a microbrewery.
#MyMacandJacks and #Roar4MJ
These two hashtags, #MyMacandJacks and #Roar4MJ are a way for the
audience/customers to incorporate their experience with Mac and Jack’s on social media.
The brewery has two forms of social media: Facebook and Twitter. Both of these
platforms utilize hashtags and allow online traffic to be measured. The hashtag
#MyMacandJacks is aimed for customers to use when they are enjoying any beer
produced by the brewery while the hashtag #Roar4MJ is expected to be used at Mac and
Jack events to get people hyped. By doing this, the brewery will have an increase in their
online presence and the customers will have a more personal connection.

4. Ellensburg Brewfest, Bite of the ‘Burg and Farmers Market
By getting involved with Ellensburg, Mac and Jack’s will establish a presence
with their customers. The Brewfest in Ellensburg is an annual event for people of the
public to walk around downtown and taste different beer, which would be perfect for the
brewery since they produce local beer. As for Bite of the ‘Burg, another annual event,
Mac and Jack’s could make an occurrence in this family environment with $1.00 samples
for parents and safari shape treats for the children. The seasonal Ellensburg Farmers
Market would also be a great place to have a booth set up every weekend with samples of
beer for adults and various safari related activities for children. All of these opportunities
would be a great for the brewery because they’re local to Washington and supportive of
their local community.