1. The White Horse Brief
Amrit Kaur
The Requirements
1. Create a "Social Identity" for The White Horse pub.
2. Build a pre-opening strategy for the 6th December 2013.
3. Maintain growth and interaction with consumers/ followers.
The Mission
To build a digital presence for The White Horse that will convey its core values and
create a "365 degree" (online and offline) communication, where we can stay in
touch with their audience everyday.
Social Identity for The White Horse
Who we are?
A sociable and personable pub that is modern in its approach with its traditional
values intact.
Who are we talking to?
Fun loving, outgoing, 18- 34 year olds.
What are we talking about?
Updates on the pubs food and beers/drinks they have available, special events
organised, discounted offers, sports related coverage, funny pub jokes and quiz
facts, tips on how to find the perfect pint and how to cook great pub food. Keep it
highly visual as this creates a stronger engagement.
Seven guidelines to be considered to drive word of mouth.
1. We have a good story to tell.
2. People can share their involvement in a visible way.
3. We offer something new to talk about.
4. We let people be creative.
5. We invite people to participate.
6. We offer them some value.
7. We remind them to spread the word.
How are we saying it?
We want to talk to the audience in an approachable way, someone who you’d be
happy to say hi to in the pub, and someone who is genuine and has a friendly
personality. Examples below.

2. The White Horse Brief
Amrit Kaur
What social media channels should be used?
Facebook, Twitter, Instagram and FourSquare.
What other digital platforms should be used?
Perfect Pint App, Trip Advisor, Yell.com, Yelp and Youtube.
The Launch Strategy
Before the opening night
1. For every 100 followers and 100 tweets of #WHOpening, the price for every
drink will decrease by 10p.
2. Riddles of different types of pints available at The White Horse and the first 5
people who tweet #GuessThePint with the right answer will win a free pint.
Ensure to create interest before the riddles are released so followers are
aware of the competition. You have to follow the White Horse pub to have a
chance to win.
3. The best story on why the pub is called The White Horse. The winner will be
decided the day of opening and will have a free tab on the bar of £30.
4. Suggestions from followers on how they could improve the pub, whilst
refurbishments are in action.
5. Showing the development of the newly refurbished pub.
6. Getting to know the team who work at The White Horse.
7. What food and drink they would like to see at the pub.
During the opening night
1. Vote for a song you would like Tom Vaughn to play via Twitter.
2. Attaching codes to various drink glasses and once the code has been tweeted
onto their page, the customer can receive a free drink.
3. Check-in to the pub using Foursquare and Facebook to receive £5 off your
food bill over £10.
4. The 10 best Instagram photos taken from that night win a free full breakfast
the next morning.
How to keep followers engaged after the opening night.
1. Take advantage of our already recruited followers and fans and fine tune The
White Horse’s content and tone of voice. Filter through social network sites to
find any insight that could improve the pubs service, both offline and online.
2. Keep rewarding followers and fans with special offers and events through
Facebook and Twitter.
3. Build a loyalty program to reward regular customers by using Foursquare.
Providing a monthly reward to those who become a Mayor with a free meal

3. The White Horse Brief
Amrit Kaur
each month.
4. Taking a picture of types of pints drank at The White Horse through
Instagram, then tag The White Horse and hashtag #WHloyalty. When you’ve
collected 10 different pints, you then receive a £10 bar tab.
Snapshot of various social media pages before the opening night.
Twitter
“Let the refurbishment commence! If you have any thoughts or ideas on how we can
make the best pub in Rochester, please send them in, we would love to hear from
you.”
“Listen up! 10p off for every 50 new followers on Twitter. Follow
@TheWhiteHorsePub and tweet #WHOpening now! The more the merrier and the
cheaper your pint will be on the opening day! Save the date: 6th December 2013.”
“Listen up! Only 2 weeks to go before we tweet our pint riddle with your chance to
win a free pint on #WHOpening . Just follow @TheWhiteHorsePub, solve the riddle
and #GuessThePint to win!”
“Only 1 week to go to #GuessThePint for @TheWhiteHorsePub for your chance to

4. The White Horse Brief
Amrit Kaur
win a free pint. Just #GuessThePint follow us and solve the riddle to win!”
“Know your pints? 3 hours to go before we release our #GuessThePint riddle. Just
follow @TheWhiteHorsePub solve the riddle and #GuessThePint to win!”
“Our next tweet in one minute will be the moment you’ve been waiting for!
#GuessThePint ! Follow @TheWhiteHorsePub solve the riddle and #GuessThePint
for your chances to win a free cold one!”
“A Danish born beer that is made from crisp grain malt that leaves a sharp yet bubbly
texture on your tongue. This is possibly the best beer in the world and can make
beers green with envy.”
“Listen up! We’re only 10 followers and 5 tweets away from knocking down our
drinks prices by 10p! Follow @TheWhiteHorsePub and #WHOpening to save
yourself some pennies!”
“You did it! @TheWhiteHorsePub has hit 100 followers and 100 tweets, so your drink
prices have been knocked down by 10p! Follow us and #WHOpening to get more
money off!”
“Follow @TheWhiteHorsePub and #WHOpening and give us your most inventive
story behind our name for your chance to win a £30 bar tab on opening night! Only a
week to go!”
“WE NEED YOU! Give us your suggestions on how we can improve
@TheWhiteHorsePub and make it your favourite place to be!”
“Want to know who pulls your pint? Meet our lovely Bartender @Julie123. She’s
been part of the family for 3 years, but don’t challenge her to an arm wrestle as you
might not be able to lift your pint after!”
(PICTURE OF JULIE @ PUB)
“Meet the lady of the house @Diana345. Diana has been the landlady of
@TheWhiteHorsePub since she was 21, she’s highly energetic, but don’t get her
started on the karaoke cause she won’t stop!”

5. The White Horse Brief
Amrit Kaur
(PICTURE OF DIANA @ PUB)
“Bored of typical pub food? Tell us what food and drink you want to see at
@TheWhiteHorsePub to spice up the menu! Just follow us and #WHNewMenu with
your suggestions.”
Facebook
“For every 100 likes we receive on The White Horse Pub page we will decrease the
price of all our drinks by 10p! Get liking!”
“Follow @TheWhiteHorsePub on twitter, for your chance to win a free pint, just by
answering a riddle! For more details, check out our tweets!”
“Fancy a £30 bar tab on #WHOpening night? Give us your most inventive story on
why we’re called The White Horse, just comment below with your chance to win!”
“The White Horse pub are undergoing a huge refurb, what changes do you want to
see to make The White Horse your favourite place to be!”
“You spoke, we listened! Our suggestion from Jane Smith about how we need more
cubicles in the womens toilets has come to light!”
(PHOTO OF REFURB)
“Want to know who pulls your pint? Meet our lovely Bartender Julie Bartender. She’s
been part of the family for 3 years, don’t challenge her to an arm wrestle as you
might not be able to lift your pint after!”
(PHOTO OF JULIE @ PUB)
“Meet the lady of the house Diana Land. Diana has been the landlady of The White
Horse Pub since she was 21, she’s highly energetic, but don’t get her started on the
karaoke cause she won’t stop!”
(PICTURE OF DIANA @ PUB)
Instagram
Post a photo of their previous dishes with the caption:
“What pub grub do you think is Instagram worthy? Comment below with your
suggestions with a chance to win £10 off your next meal (over £20)
Post photos of the refurbishment with the caption:
“#WHOpening 6th December 2013. Want to have your say? Comment below with
suggestions on how we can make The White Horse pub your favourite place to be!”

6. The White Horse Brief
Amrit Kaur
Post a photo of a 10p piece/ a pint with the caption:
“Follow us on twitter @TheWhiteHorsePub and tweet #WHOpening to knock 10p off
our drinks prices! For more competitions, read our tweets!”
Post a photo of The White Horse’s twitter page with the caption:
“Follow us on twitter @TheWhiteHorsePub and solve our pint riddle to win a free cold
one! For more competitions, read our tweets!”
Post a photo of The White Horse pub with the caption:
“Why do you think we’re called The White Horse? Comment below with your most
inventive story, and we’re giving the winner a £30 bar tab on opening night!”
Post a photo of The White Horse team with links to their profiles and info about them.