Credit to: Ansley Bolen

1. SERVICE LEARNING PROJECT
terrapin
beer
company

2. introduction
TERRAPIN
Terrapin Beer Company is a beer brewery in
Athens, GA. The brewery is a hotspot for Athens
locals and students alike. Recently, they were
acquired by MillerCoors.

3. brand strengths
Unique Brand Price RecognitionSeasonal Food Packaging Selection

4. brand weaknesses
Location Market Saturation Selection Variety
IPA

5. the problem
TERRAPIN 'SELLS OUT'
Terrapin was acquired by MillerCoors in 2016,
leaving local Athenians feeling alienated and
blaming Terrapin for 'selling out.' As a result,
locals have stopped engaging with Terrapin as
a local favorite.

6. get personal
WITH LEAH, MARKETING
MANAGER

7. the interview The MillerCoors acquisition gave Terrapin
more funding, connections to distributors
and opportunities to invest more in the local
community.
TERRAPIN EXPANDS
Event sponsorships, User-generated content
with #TakeTerrapin, paid media surrounding
special events and merchandise
PAST MARKETING EFFORTS
Locally, Creature Comforts and Southern
Brewing Company are Terrapin's main
competitors. Akademia is also considered
local competition.
COMPETITORS

8. the interview Age range: 21 to 35 years (all genders).
Athens locals who are active, enjoy the
outdoors and are interested in/enjoy craft
beer. The target is invested in the local
Athens community.
KEY TARGET SEGMENTS
To be perceived as a local, community-
oriented brewery that serves as a hub for
locals.
BRAND GOALS
Not taking more advantage of user-
generated content; not understanding the
local target market well
MISSED OPPORTUNITIES

9. secondary
research
EXPLORING BRAND PERCEPTION

10. Big name breweries no longer dominate the market space. (Clemons)
The craft brewery market space is growing rapidly. (Clemons)
Means End Chains “provide richer information and offers more
nuanced understandings of consumer goal-striving process (Xiao)
Results from multidimensional scaling and similarity analysis showed
that advertising copies created by using the contents of MECs are
effective for drawing customer attention to purchase. (Lin)
the craft beer market and means end chains

11. primary research
INTO THE LOCAL COMMUNITY

12. 61%
TERRAPIN RANKED AS A TOP 2 BREWERY FOR
OF SURVEY RESPONDENTS
Between breweries Creature Comforts, Southern Brewing Co, Terrapin and.
Akademia.

13. key results Respondents of the target market had a
generally positive perception of Terrapin.
Many free responses discussed how Terrapin
felt “too corporate” as a brewery.
BRAND PERCEPTION
More than half the respondents answered
that they knew about the acquisition, so it
was clear that this information had spread at
least somewhat to Terrapin’s target market.
THE ACQUISITION
67% of respondents said the acquisition did
not change their opinion of the brewery in a
major way.
PUBLIC OPINION

14. target market
TERRAPIN'S #1 FANS

15. ATHENIAN ANDY
Andy is a 35 year old mother who values
her local community of family and friends.
When she gets a free night out with friends,
she likes to go somewhere fun and have a
few beers. She doesn't know about the
MillerCoors acquisition, but isn't sure what
Terrapin is all about (besides good beer).
SMALL BUSINESS SAM
25 year old Sam is a local business owner in
Athens. He loves relaxing with friends and
tries to support local businesses whenever
he can. He likes Terrapin, but isn't sure how
he feels about their MillerCoors acquisition
since it makes Terrapin look like a
corporate sellout.

16. communication
objectives
FROM SELLOUT TO LOCAL FAVORITE

17. Terrapin is a local brewery in Athens, GA that focuses
on craft beer. The brewery is popular for its IPAs
throughout the southern U.S. However, in their home of
Athens, GA, they are best known for their community-
oriented environment, their local involvement and of
course, great beer.
brand positioning • local favorite
ENERGIZING + ADVENTUROUS

18. budget
BRINGING MONEY INTO THE MIX

19. $5,900
TOTAL QUARTERLY BUDGET OF
FOR EVENTS AND PAID MEDIA
This budget includes an $800 for a quarterly community event along with
$1,700 per month for paid media strategy.

20. solution
BRINGING THE CAMPAIGN TO LIFE

21. keep
athens
hoppy.

22. marketing mix
CHANNELS FOR CREATING SUCCESS
PUBLIC RELATIONS
Pitching local Athens outlets
to gain media hits on the pop-
up events and local
community involvement of
Terrapin.
SOCIAL MEDIA
Organic and Paid social media
strategy focusing on
community and
local involvement.
#KeepAthensHoppy
POP-UP EVENTS
Named 'Hops n Shops,' these
quarterly pop-up events will
feature local businesses and
will be located at the brewery.

23. These pop-up events will utilize the outdoor space of
Terrapin for small businesses to sign up to sell their
products and promote their brand. The pop-ups will
gather the community at Terrapin, demonstrate a high
level of community involvement and spread word-of-
mouth referrals to the brewery.
QUARTERLY POP-UP SHOPS
All proceeds of the tee, sold at the Hops n Shops event
as well as in the merchandise store, will benefit the
organization of the month.
KEEP ATHENS HOPPY TEE
hops
n shops

24. This includes spotlighting the local organization of the month,
reposting user-gen content using #KeepAthensHoppy and
promoting the local roots of Terrapin along with messaging
Terrapin is giving back to the community. Followers will have
the opportunity to submit or vote for their organization of
choice each month using the #KeepAthensHoppy hashtag.
#KEEPATHENSHOPPY • ORGANIC
Terrapin will use the budget to promote #KeepAthensHoppy
posts as well as run growth campaigns targeting the target
audience with Keep Athens Hoppy messaging.
PAID
social
media

25. Terrapin will pitch local Athens outlets on its community
involvement and support of local Athens organizations
and small businesses. Between the community support
storyline as well as pitching coverage for the Hops n
Shops event, Terrapin will begin to see an increase in
positive media coverage.
PITCHING COVERAGE
By inviting media to Hops n Shops, Terrapin is
encouraging full coverage of their community-oriented
events.
INVITE MEDIA TO HOPS N SHOPS
public
relations

26. best practices
TERRAPIN AT ITS FINEST

27. best practices
SOCIAL MEDIA
PUBLIC
RELATIONS
CONTENT PAID MEDIA
Focus on
messaging that
describes how
Terrapin beer
brings people ,
especially Athens
locals, together.
Use messaging
that emphasizes
the local
partnerships with
the community and
the Hops n Shops
events.
People-oriented
imagery and
imagery that
highlights the rich
culture of Athens,
GA.
Paid media focuses
on promoting
community events/
sponsorships and
the
#KeepAthensHoppy
messaging

28. key performance indicators
EVENT
ATTENDANCE
MEDIA HITS#KEEPATHENSHOPPY
MENTIONS

29. to conclude
TERRAPIN IS COMMUNITY
Keep Athens Hoppy centers around keeping Athens
beautiful, helping small local businesses flourish and
fostering community. As Athens locals interacts with
our affective messages, the personal values that
they can gain from supporting Terrapin are:
Supporting community, Sense of belonging, Personal
Accomplishment. By drinking a Terrapin beer or
engaging with Terrapin online, consumers are joining
a community of like minded fans who are also
committed to creating a stronger, more successful
local community in Athens, GA.

30. keep
athens
hoppy.