This document provides information about a public relations campaign for Wellsboro House Brewery. It includes a situational analysis of the brewery and craft beer market, as well as a SWOT analysis. The target audience is identified as individuals ages 21-34 living in Wellsboro, PA and surrounding counties. Goals, objectives, strategies and an evaluation plan are outlined to increase the brewery's online presence and brand awareness through enhanced events.

1.
Wellsboro​ ​House
Brewery
Rachel​ ​Hamlin,​ ​Molly​ ​Long,​ ​Aden​ ​McIntyre,
Brenna​ ​O’Donnell,​ ​Michael​ ​Walker,​ ​Ben​ ​Zucker
Spring​ ​2017
1

2.
Table​ ​of​ ​Contents
Abstract 3
Situational​ ​Analysis 4
SWOT​ ​Analysis 6
Target​ ​Audience 7
Key​ ​Messages 8
Goals/Objectives​/Strategies 9
Strategy​ ​Timeline 11
Evaluation 1​2
Fees 1​4
Team​ ​Bios 1​5
References 17
Appendix 20
2

3.
Abstract
As​ ​an​ ​up-and-coming​ ​craft​ ​brewery,​ ​the​ ​Wellsboro​ ​House​ ​Brewery​ ​is​ ​ready
to​ ​make​ ​its​ ​mark​ ​in​ ​the​ ​craft​ ​beer​ ​industry,​ ​and​ ​Pyramid​ ​PR​ ​is​ ​here​ ​to​ ​assist​ ​that
transition.​ ​Pyramid​ ​PR​ ​consists​ ​of​ ​six​ ​Ithaca​ ​College​ ​students​ ​studying​ ​public
relations​ ​that​ ​are​ ​solely​ ​focused​ ​on​ ​formulating​ ​a​ ​strategic​ ​public​ ​relations
campaign​ ​to​ ​aid​ ​the​ ​Wellsboro​ ​House​ ​Brewery.​ ​Using​ ​valid​ ​research​ ​of​ ​the​ ​craft
beer​ ​industry,​ ​social​ ​media​ ​trends,​ ​and​ ​the​ ​Tioga​ ​County​ ​geographic​ ​region,​ ​we
are​ ​well-equipped​ ​to​ ​enhance​ ​the​ ​brand​ ​awareness​ ​of​ ​the​ ​Wellsboro​ ​House
Brewery.​ ​We​ ​will​ ​accomplish​ ​this​ ​by​ ​amplifying​ ​the​ ​brewery’s​ ​online​ ​presence
and​ ​existing​ ​event​ ​portfolio.​ ​Through​ ​these​ ​initiatives,​ ​we​ ​expect​ ​the​ ​Wellsboro
House​ ​Brewery​ ​brand​ ​to​ ​gain​ ​recognition​ ​among​ ​new​ ​and​ ​current​ ​craft​ ​beer
drinkers.
3

4.
Situational​ ​Analysis
Wellsboro​ ​House​ ​Brewery​ ​(WHB)​ ​is​ ​a​ ​local​ ​craft​ ​brewery​ ​located​ ​in​ ​Tioga​ ​County
and​ ​the​ ​northeastern​ ​city​ ​of​ ​Wellsboro,​ ​Pennsylvania.​ ​The​ ​brewery​ ​is​ ​a​ ​part​ ​of​ ​Wellsboro
House​ ​Restaurant​ ​but​ ​is​ ​treated​ ​as​ ​a​ ​separate​ ​entity​ ​in​ ​terms​ ​of​ ​distribution​ ​of​ ​its​ ​craft
beer​ ​to​ ​other​ ​locals.​ ​Rob​ ​Kathcart,​ ​the​ ​head​ ​brewer​ ​of​ ​WHB,​ ​has​ ​four​ ​years​ ​of​ ​brewing
experience​ ​and​ ​thrives​ ​by​ ​creating​ ​unique​ ​and​ ​delicious​ ​beers​ ​at​ ​a​ ​small​ ​volume.​ ​This
feeds​ ​into​ ​WHB’s​ ​mission​ ​to​ ​provide​ ​a​ ​product​ ​that​ ​is​ ​nothing​ ​less​ ​than​ ​high​ ​quality.
Wellsboro,​ ​Pennsylvania​ ​​ ​has​ ​a​ ​population​ ​of​ ​3,062​ ​with​ ​a​ ​median​ ​age​ ​of​ ​43.2
years.​ ​The​ ​average​ ​household​ ​income​ ​is​ ​$47,470​ ​with​ ​sales​ ​management​ ​and​ ​business​ ​as
the​ ​most​ ​common​ ​occupation.​ ​Tourism​ ​plays​ ​a​ ​large​ ​role​ ​in​ ​the​ ​economy​ ​of​ ​Wellsboro
during​ ​the​ ​months​ ​of​ ​May-August,​ ​attracting​ ​many​ ​tourists​ ​to​ ​come​ ​visit​ ​the
Pennsylvania​ ​Grand​ ​Canyon,​ ​located​ ​12​ ​miles​ ​east​ ​of​ ​Wellsboro.
The​ ​$22.3​ ​billion​ ​craft​ ​beer​ ​market​ ​is​ ​getting​ ​more​ ​competitive​ ​every​ ​year​ ​with
craft​ ​breweries​ ​popping​ ​up​ ​in​ ​cities​ ​and​ ​towns​ ​across​ ​the​ ​USA.​ ​In​ ​Pennsylvania​ ​alone,
there​ ​are​ ​178​ ​craft​ ​breweries,​ ​ranking​ ​eighth​ ​in​ ​the​ ​country.​ ​These​ ​breweries​ ​produce​ ​an
impressive​ ​4,059,330​ ​barrels​ ​of​ ​craft​ ​beer​ ​annually,​ ​the​ ​most​ ​out​ ​of​ ​any​ ​state.
The​ ​craft​ ​beer​ ​consumer​ ​is​ ​increasingly​ ​becoming​ ​more​ ​diverse​ ​as​ ​the​ ​market
expands​ ​and​ ​increases​ ​in​ ​popularity.​ ​Young​ ​women​ ​ages​ ​21-34​ ​make​ ​up​ ​15%​ ​of​ ​total
craft​ ​volume​ ​consumption​ ​and​ ​the​ ​bottom​ ​60%​ ​of​ ​households​ ​by​ ​income​ ​consume
around​ ​40%​ ​of​ ​craft​ ​beer​ ​volume.​ ​According​ ​to​ ​head​ ​brewer,​ ​Rob​ ​Kathcart,​ ​Wellsboro
House​ ​Brewery’s​ ​primary​ ​audience​ ​consists​ ​of​ ​men​ ​and​ ​women​ ​ages​ ​30+​ ​who​ ​enjoy
drinking​ ​Wellsboro​ ​House​ ​beers​ ​and​ ​return​ ​to​ ​the​ ​brewery​ ​to​ ​experience​ ​the​ ​same
unique​ ​beers​ ​and​ ​experience.
In​ ​terms​ ​of​ ​social​ ​presence,​ ​a​ ​Twitter​ ​account​ ​is​ ​designated​ ​to​ ​promoting​ ​the
brewery​ ​and​ ​its​ ​events.​ ​Meanwhile,​ ​the​ ​Wellsboro​ ​House​ ​Restaurant​ ​has​ ​presence​ ​on
Facebook.​ ​Neither​ ​entities​ ​have​ ​presence​ ​on​ ​Instagram.​ ​The​ ​brewery​ ​has​ ​an​ ​average
rating​ ​of​ ​3.73​ ​stars​ ​and​ ​a​ ​total​ ​of​ ​1,490​ ​total​ ​hits​ ​on​ ​craft​ ​beer​ ​review​ ​site​ ​Untappd​ ​and​ ​4
stars​ ​on​ ​the​ ​popular​ ​review​ ​site​ ​Yelp.​ ​Bullfrog​ ​Brewery,​ ​a​ ​popular​ ​brewery​ ​located​ ​in
Williamsport,​ ​Pennsylvania,​ ​an​ ​hour​ ​south​ ​of​ ​Wellsboro,​ ​has​ ​a​ ​total​ ​of​ ​80,000​ ​hits​ ​and​ ​an
average​ ​rating​ ​of​ ​3.7​ ​stars​ ​on​ ​Untappd.​ ​With​ ​a​ ​clear​ ​demand​ ​for​ ​craft​ ​beer​ ​in​ ​the
Pennsylvania​ ​market,​ ​there​ ​is​ ​an​ ​opportunity​ ​for​ ​WHB​ ​to​ ​enhance​ ​their​ ​brand
awareness​ ​and​ ​attract​ ​a​ ​larger​ ​group​ ​of​ ​consumers​ ​who​ ​very​ ​well​ ​can​ ​become​ ​loyal
brand​ ​ambassadors.
4

5.
Pyramid​ ​PR,​ ​an​ ​Ithaca-based​ ​PR​ ​firm,​ ​aims​ ​to​ ​provide​ ​WHB​ ​strategic​ ​goals​ ​and
objectives​ ​to​ ​increase​ ​the​ ​breweries​ ​online​ ​presence,​ ​enhance​ ​the​ ​breweries​ ​existing
event​ ​opportunities​ ​and​ ​ultimately​ ​increase​ ​brand​ ​awareness.
5

6.
SWOT​ ​Analysis
Strengths:
-​ ​Wellsboro,​ ​PA​ ​is​ ​a​ ​tight​ ​knit​ ​community
which​ ​in​ ​turn​ ​creates​ ​a​ ​strong​ ​local​ ​base.
-​ ​Wellsboro​ ​House​ ​Brewery’s​ ​(WHB)​ ​own
craft​ ​beers​ ​are​ ​the​ ​most​ ​popular​ ​drinks​ ​at​ ​the
restaurant.
-​ ​WHB​ ​is​ ​the​ ​only​ ​place​ ​in​ ​Wellsboro,​ ​PA​ ​with
an​ ​outdoor​ ​patio.
-​ ​WHB​ ​partners​ ​with​ ​Tioga​ ​County
Harley-Davidson.
-​ ​WHB​ ​has​ ​a​ ​collaboration​ ​with​ ​State​ ​Senator.
-​ ​Rob​ ​Kathcart,​ ​head​ ​brewer​ ​at​ ​Wellsboro
House​ ​Brewery,​ ​is​ ​passionate​ ​about
producing​ ​high-quality​ ​beer.
Weaknesses:
-​ ​Weak​ ​website​ ​which​ ​is​ ​difficult​ ​to
navigate​ ​and​ ​not​ ​user-friendly.
-​ ​Brewing​ ​beer​ ​is​ ​a​ ​large​ ​time
commitment.
-​ ​Production​ ​issues​ ​(can’t​ ​produce
enough​ ​product​ ​to​ ​meet​ ​a​ ​significant
increase​ ​in​ ​demand).
-​ ​Reliance​ ​on​ ​seasonal​ ​tourism.
-​ ​Lack​ ​of​ ​social​ ​media​ ​presence.
-​ ​Only​ ​two​ ​staff​ ​tasked​ ​with
production​ ​in​ ​brewery.
Opportunities:
-​ ​Train​ ​partnership​ ​offers​ ​strong​ ​event​ ​ideas
-​ ​Reach​ ​larger​ ​audience​ ​in​ ​surrounding
distribution​ ​counties.
-​ ​21-35​ ​market​ ​has​ ​not​ ​been​ ​fully​ ​engaged​ ​yet
-​ ​Social​ ​media​ ​presence​ ​could​ ​be​ ​enhanced​ ​to
increase​ ​brand​ ​awareness
Threats:
-​ ​Large​ ​beer​ ​companies.
-​ ​Other​ ​craft​ ​breweries.
-​ ​Distribution​ ​regulations.
-​ ​High​ ​stake​ ​environment​ ​(reputation
can​ ​be​ ​lost​ ​quickly).
-​ ​Limited​ ​production​ ​could​ ​hinder
expansion​ ​into​ ​craft​ ​beer​ ​industry.
6

7.
Target​ ​Audience
According​ ​to​ ​Rob​ ​Kathcart,​ ​the​ ​current​ ​consumer​ ​base​ ​of​ ​the​ ​Wellsboro​ ​House
Restaurant​ ​consist​ ​of​ ​individuals​ ​ages​ ​35+.​ ​The​ ​brewery​ ​has​ ​current​ ​consumers​ ​who​ ​fall
into​ ​this​ ​category,​ ​but​ ​lacks​ ​younger​ ​customers​ ​who​ ​are​ ​into​ ​craft​ ​beer.​ ​The​ ​target
audience​ ​for​ ​our​ ​brand​ ​campaign​ ​are​ ​individuals​ ​ages​ ​21-34​ ​that​ ​live​ ​in​ ​Wellsboro,​ ​PA
(Appendix​ ​5).​ ​We​ ​also​ ​are​ ​targeting​ ​this​ ​age​ ​group​ ​in​ ​the​ ​surrounding​ ​counties​ ​of:
Steuben,​ ​Chemung,​ ​Bradford,​ ​Lycoming,​ ​Potter​ ​as​ ​each​ ​partnering​ ​county​ ​have​ ​20%​ ​or
higher​ ​of​ ​their​ ​population​ ​consisting​ ​of​ ​people​ ​ages​ ​21-34.​ ​​ ​We​ ​are​ ​targeting​ ​both​ ​craft
beer​ ​enthusiasts​ ​and​ ​people​ ​who​ ​have​ ​no​ ​experience​ ​with​ ​the​ ​craft​ ​beer​ ​community​ ​at
all.
There​ ​are​ ​approximately​ ​485​ ​21-34​ ​year​ ​old’s​ ​residing​ ​in​ ​Wellsboro,​ ​and​ ​approximately
65,613​ ​21-34​ ​year​ ​olds​ ​in​ ​the​ ​surrounding​ ​counties​ ​mentioned​ ​above.​ ​we​ ​feel​ ​that​ ​this​ ​is
the​ ​population​ ​that​ ​we​ ​need​ ​to​ ​target​ ​with​ ​our​ ​campaign.
The​ ​following​ ​profile​ ​is​ ​an​ ​example​ ​of​ ​WHB’s​ ​target​ ​audience,​ ​based​ ​on​ ​a​ ​psychographic
study​ ​on​ ​the​ ​current​ ​consumer​ ​market​ ​of​ ​Wellsboro,​ ​PA.
Meet​ ​Jason​ ​Flash,​ ​a​ ​27​ ​year​ ​old​ ​caucasian​ ​male​ ​from​ ​Wellsboro,​ ​PA.​ ​Jason​ ​is​ ​a​ ​college
graduate,​ ​and​ ​is​ ​a​ ​park​ ​ranger​ ​for​ ​the​ ​parks​ ​department​ ​of​ ​Wellsboro.​ ​Jason​ ​is​ ​not
married,​ ​and​ ​is​ ​valuable​ ​member​ ​of​ ​the​ ​town’s​ ​younger​ ​community.​ ​Jason​ ​moved​ ​to
Wellsboro​ ​after​ ​college​ ​and​ ​his​ ​opinions​ ​of​ ​beer​ ​and​ ​going​ ​out​ ​have​ ​matured​ ​over​ ​the​ ​time
he​ ​has​ ​lived​ ​there.​ ​He’s​ ​sick​ ​of​ ​all​ ​the​ ​watery​ ​beer​ ​he​ ​drank​ ​in​ ​college​ ​and​ ​is​ ​looking​ ​for​ ​a
real​ ​beer​ ​with​ ​real​ ​taste.​ ​He​ ​is​ ​also​ ​sick​ ​of​ ​the​ ​college​ ​nightlife​ ​scene​ ​in​ ​general.​ ​He’s​ ​tired​ ​of
yelling​ ​over​ ​loud​ ​dance​ ​music,​ ​and​ ​dealing​ ​with​ ​extremely​ ​drunk​ ​people​ ​that​ ​are​ ​out​ ​of
control.​ ​Jason​ ​is​ ​looking​ ​for​ ​a​ ​more​ ​reasonable​ ​nightlife​ ​experience,​ ​where​ ​he​ ​can​ ​meet​ ​real
people​ ​and​ ​actually​ ​have​ ​a​ ​legitimate​ ​conversation​ ​with​ ​other​ ​members​ ​of​ ​the​ ​town.​ ​Since
Jason​ ​has​ ​been​ ​a​ ​park​ ​ranger​ ​for​ ​a​ ​couple​ ​years​ ​he​ ​can​ ​now​ ​afford​ ​to​ ​spend​ ​a​ ​couple​ ​extra
dollars​ ​on​ ​beer​ ​a​ ​night.
7

8.
Key​ ​Messages
These​ ​simple,​ ​focused​ ​messages​ ​underpin​ ​our​ ​strategy​ ​to​ ​increase​ ​the​ ​brand​ ​awareness
of​ ​the​ ​Wellsboro​ ​House​ ​Brewery:
● The​ ​Wellsboro​ ​House​ ​Brewery​ ​pledges​ ​to​ ​brew​ ​and​ ​distribute​ ​quality​ ​craft​ ​beers.
● The​ ​Wellsboro​ ​House​ ​Brewery​ ​is​ ​devoted​ ​to​ ​enriching​ ​the​ ​vibrancy​ ​of​ ​its​ ​local
community.
● The​ ​Wellsboro​ ​House​ ​Brewery​ ​is​ ​owned​ ​by​ ​a​ ​local​ ​dedicated​ ​to​ ​his​ ​craft​ ​of
producing​ ​small​ ​batch​ ​beers.
● The​ ​Wellsboro​ ​House​ ​Brewery​ ​is​ ​a​ ​bold​ ​new​ ​face​ ​in​ ​the​ ​craft​ ​beer​ ​industry​ ​of
Pennsylvania.
8

9.
Goals​ ​and​ ​Objectives
Goal:​​ ​To​ ​increase​ ​Wellsboro​ ​House​ ​Brewery’s​ ​brand​ ​awareness.
Objective​ ​#1:​ ​Increase​ ​online​ ​presence
WHB’s​ ​online​ ​presence​ ​is​ ​directly​ ​linked​ ​to​ ​the​ ​Wellsboro​ ​House​ ​Restaurant.
However,​ ​separating​ ​the​ ​two​ ​and​ ​giving​ ​the​ ​Brewery​ ​a​ ​stand-alone​ ​online​ ​presence
would​ ​increase​ ​brand​ ​awareness​ ​and​ ​allow​ ​them​ ​to​ ​further​ ​specify​ ​the​ ​reach​ ​to​ ​their
target​ ​audience.​ ​It​ ​would​ ​also​ ​allow​ ​those​ ​with​ ​stakes​ ​or​ ​interest​ ​in​ ​the​ ​craft​ ​beer
industry​ ​to​ ​easily​ ​identify​ ​WHB​ ​as​ ​an​ ​up-and-coming,​ ​quality-centered​ ​brewing
company.
Strategy​ ​1:​ ​Improve​ ​brewery’s​ ​social​ ​media
87%​ ​of​ ​millennials​ ​say​ ​they​ ​use​ ​smartphones​ ​everyday.​ ​To​ ​reach​ ​the
younger​ ​target​ ​market,​ ​the​ ​WHB​ ​can​ ​increase​ ​their​ ​social​ ​media​ ​presence​ ​to
create​ ​a​ ​stronger​ ​brand​ ​awareness​ ​and​ ​promote​ ​future​ ​events​ ​like​ ​the​ ​“All
Aboard”​ ​Train​ ​event​ ​series​ ​(Appendix​ ​4).​ ​People​ ​can​ ​share​ ​content​ ​with​ ​their
friends,​ ​allowing​ ​for​ ​WHB​ ​to​ ​reach​ ​a​ ​larger​ ​audience.​ ​The​ ​WHB​ ​should​ ​take
advantage​ ​of​ ​Facebook​ ​(Appendix​ ​1)​ ​and​ ​Twitter​ ​to​ ​interact​ ​with​ ​customers​ ​to
create​ ​a​ ​better​ ​customer​ ​experience​ ​and​ ​brand​ ​perception​ ​and​ ​promote​ ​future
events.​ ​​ ​The​ ​brewery​ ​can​ ​also​ ​utilize​ ​Instagram​ ​(Appendix​ ​2)​ ​to​ ​showcase​ ​new
beers​ ​or​ ​specials​ ​they​ ​are​ ​having,​ ​using​ ​hashtags​ ​to​ ​get​ ​more​ ​interactions.​ ​In
addition,​ ​the​ ​brewery​ ​can​ ​offer​ ​incentives​ ​for​ ​customers​ ​to​ ​post​ ​on​ ​their​ ​social
profiles​ ​and​ ​offer​ ​prizes​ ​for​ ​those​ ​who​ ​participate,​ ​creating​ ​an​ ​interactive
experience​ ​between​ ​the​ ​brewery​ ​and​ ​consumer.​ ​Lastly,​ ​it’s​ ​vital​ ​that​ ​the​ ​brewery
interacts​ ​with​ ​online​ ​consumers​ ​whether​ ​it​ ​be​ ​concerning​ ​a​ ​negative​ ​or​ ​positive
aspect​ ​of​ ​their​ ​experience​ ​to​ ​maintain​ ​relationships​ ​with​ ​customers​ ​and​ ​maintain
transparent​ ​with​ ​the​ ​public.
Strategy​ ​2:​ ​Enhance​ ​Website
WHB’s​ ​website​ ​allows​ ​prospective​ ​customers​ ​to​ ​view​ ​the​ ​variety​ ​of​ ​beers
the​ ​brewery​ ​has.​ ​We​ ​think​ ​it​ ​would​ ​be​ ​most​ ​successful​ ​for​ ​the​ ​brewery​ ​to​ ​create
it’s​ ​own​ ​separate​ ​website.​ ​Currently,​ ​the​ ​brewery​ ​simply​ ​has​ ​a​ ​tab​ ​on​ ​the
restaurant’s​ ​page,​ ​but​ ​we​ ​think​ ​creating​ ​it’s​ ​own​ ​will​ ​allow​ ​for​ ​more​ ​exposure​ ​and
showcase​ ​what​ ​the​ ​brewery​ ​has​ ​to​ ​offer.​ ​We​ ​believe​ ​along​ ​with​ ​this,​ ​there​ ​should
be​ ​a​ ​link​ ​on​ ​the​ ​restaurant’s​ ​webpage​ ​that​ ​will​ ​send​ ​you​ ​to​ ​the​ ​brewery​ ​website.
Redesigning​ ​the​ ​website​ ​will​ ​allow​ ​it​ ​to​ ​be​ ​more​ ​user-friendly​ ​and​ ​encourage
people​ ​to​ ​learn​ ​more​ ​about​ ​the​ ​brewery.
9

10.
Objective​ ​#2:​ ​To​ ​enhance​ ​an​ ​existing​ ​events​ ​opportunity
Pyramid​ ​PR​ ​plans​ ​to​ ​utilize​ ​one​ ​of​ ​the​ ​many​ ​connections​ ​the​ ​Wellsboro
House​ ​Restaurant​ ​and​ ​Brewery​ ​has​ ​already​ ​established​ ​in​ ​the​ ​community​ ​which
is​ ​the​ ​nearby​ ​Tioga​ ​Central​ ​Railroad​ ​(TCR).​ ​Pyramid​ ​wants​ ​to​ ​use​ ​this​ ​opportunity
to​ ​serve​ ​the​ ​WHB’s​ ​craft​ ​beer​ ​on​ ​the​ ​train​ ​so​ ​it​ ​gains​ ​exposure​ ​among​ ​members​ ​of
the​ ​Wellsboro​ ​community​ ​and​ ​tourists​ ​visiting​ ​one​ ​of​ ​the​ ​town’s​ ​biggest
attractions.​ ​The​ ​TCR​ ​is​ ​the​ ​brewery’s​ ​chance​ ​to​ ​encourage​ ​Wellsboro​ ​and​ ​the
surrounding​ ​counties​ ​to​ ​talk​ ​about​ ​the​ ​quality​ ​craft​ ​beer​ ​WHB​ ​has​ ​to​ ​offer.​ ​An
example​ ​of​ ​the​ ​press​ ​release​ ​for​ ​this​ ​event​ ​can​ ​be​ ​found​ ​in​ ​Appendix​ ​6.
Strategy​ ​3:​ ​Enhance​ ​Train​ ​Event​ ​Series​ ​(Appendix​ ​6​ ​and​ ​7)
By​ ​implementing​ ​a​ ​new​ ​train​ ​event​ ​series,​ ​we​ ​will​ ​enhance​ ​brand
awareness​ ​by​ ​inviting​ ​people​ ​to​ ​try​ ​WHB’s​ ​craft​ ​beer​ ​while​ ​enjoying​ ​different
themed​ ​nights​ ​of​ ​music​ ​such​ ​as​ ​disco,​ ​country,​ ​and​ ​classic​ ​rock.WHB​ ​would​ ​select
a​ ​few​ ​craft​ ​beers​ ​for​ ​tasting​ ​for​ ​the​ ​chosen​ ​three​ ​weekends​ ​in​ ​July​ ​this​ ​event​ ​takes
place.​ ​Both​ ​town​ ​members​ ​and​ ​visitors​ ​are​ ​invited​ ​to​ ​the​ ​event​ ​for​ ​food,​ ​dancing,
and​ ​an​ ​overall​ ​good​ ​time.​ ​This​ ​event​ ​is​ ​a​ ​unique​ ​way​ ​of​ ​introducing​ ​the​ ​brewery
to​ ​both​ ​current​ ​craft​ ​beer​ ​lovers​ ​and​ ​people​ ​interested​ ​in​ ​trying​ ​it.​ ​We​ ​would
collaborate​ ​with​ ​local​ ​companies​ ​to​ ​promote​ ​the​ ​train​ ​event​ ​series.​ ​For​ ​example,
partnering​ ​with​ ​local​ ​transportation​ ​companies​ ​to​ ​bring​ ​people​ ​back​ ​from​ ​the
train​ ​or​ ​promoting​ ​it​ ​at​ ​the​ ​hotel.​ ​Prior​ ​to​ ​the​ ​event,​ ​advertising​ ​can​ ​be​ ​placed​ ​on
social​ ​media,​ ​on​ ​the​ ​radio,​ ​and​ ​at​ ​the​ ​restaurant.​ ​With​ ​an​ ​estimated​ ​200​ ​attendees
permitted​ ​on​ ​the​ ​train​ ​during​ ​the​ ​event,​ ​WHB​ ​will​ ​increase​ ​its​ ​reach​ ​and​ ​promote
its​ ​brand​ ​among​ ​those​ ​visiting​ ​the​ ​area.​ ​This​ ​would​ ​allow​ ​for​ ​1200​ ​exposures
throughout​ ​the​ ​event​ ​series.
10

11.
Strategy​ ​Timeline
Summer​ ​(June​ ​2017​ ​-​ ​August​ ​2017)
● Hire​ ​social​ ​media​ ​intern
○ Create​ ​a​ ​social​ ​media​ ​calendar​ ​via​ ​SocialPilot​ ​(Appendix​ ​3),​ ​deciding​ ​when
and​ ​how​ ​often​ ​they​ ​should​ ​post​ ​on​ ​each​ ​platform
● Create​ ​Brewery’s​ ​own​ ​Facebook​ ​and​ ​Instagram
● Continue​ ​to​ ​update​ ​Twitter
● Hire​ ​a​ ​freelance​ ​web​ ​designer​ ​to​ ​create​ ​website​ ​for​ ​the​ ​brewery
● Plan​ ​to​ ​evaluate​ ​current​ ​sales​ ​and​ ​brand​ ​awareness​ ​quarterly​ ​throughout​ ​year
Fall​ ​(September​ ​2017​ ​-​ ​November​ ​2017)
● Begin​ ​outlining​ ​for​ ​Summer​ ​event​ ​series​ ​in​ ​2018
○ Music,​ ​transportation,​ ​decorations
● Brewery’s​ ​website​ ​goes​ ​live
● Keep​ ​website​ ​updated​ ​with​ ​content​ ​about​ ​upcoming​ ​events​ ​and​ ​new​ ​craft​ ​beers
Winter​ ​(December​ ​2017​ ​-​ ​February​ ​2018)
● Hire​ ​event​ ​intern​ ​to​ ​help​ ​with​ ​upcoming​ ​event
● Reach​ ​out​ ​to​ ​possible​ ​partnerships​ ​for​ ​the​ ​“All​ ​Aboard”​ ​Train​ ​Series
● Heavily​ ​advertise​ ​during​ ​this​ ​time​ ​due​ ​to​ ​the​ ​lack​ ​of​ ​tourism
Spring​ ​(March​ ​2018​ ​-​ ​May​ ​2018)
● Start​ ​creating​ ​promotional​ ​material​ ​for​ ​the​ ​“All​ ​Aboard”​ ​Train​ ​Series
● Hold​ ​website​ ​focus​ ​group​ ​at​ ​Mansfield​ ​University
● Decide​ ​which​ ​beers​ ​will​ ​be​ ​served​ ​for​ ​tastings
Summer​ ​(June​ ​2018​ ​-​ ​July​ ​2018)
● Send​ ​out​ ​press​ ​release​ ​about​ ​upcoming​ ​event​ ​in​ ​June
● Advertise​ ​event​ ​on​ ​social​ ​media​ ​and​ ​website
● Execute​ ​“All​ ​Aboard”​ ​Train​ ​Series​ ​in​ ​July
11

12.
Evaluation
Objective​ ​1:​ ​Increase​ ​online​ ​presence
Strategy​ ​1:​ ​Improve​ ​brewery’s​ ​website​ ​and​ ​management
In​ ​order​ ​to​ ​evaluate​ ​the​ ​website,​ ​surveys​ ​will​ ​pop​ ​up​ ​on​ ​the​ ​website
requesting​ ​that​ ​the​ ​user​ ​fill​ ​out​ ​to​ ​get​ ​better​ ​insight​ ​on​ ​their​ ​opinions​ ​on​ ​the
website’s​ ​navigation​ ​and​ ​design​ ​during​ ​the​ ​first​ ​three​ ​months​ ​of​ ​website
activation.​ ​In​ ​addition,​ ​utilizing​ ​Google​ ​Analytics​ ​will​ ​enable​ ​the​ ​brewery​ ​to
activate​ ​data​ ​that​ ​provides​ ​the​ ​brewery​ ​with​ ​information​ ​on​ ​the​ ​demographics​ ​of
people​ ​visiting​ ​their​ ​website​ ​in​ ​addition​ ​to​ ​overseeing​ ​how​ ​visitors​ ​navigate
through​ ​the​ ​website.​ ​Conducting​ ​a​ ​focus​ ​group​ ​at​ ​Mansfield​ ​University,​ ​located​ ​20
miles​ ​from​ ​WHB​ ​will​ ​give​ ​insight​ ​in​ ​the​ ​likeability​ ​of​ ​the​ ​new​ ​website​ ​among
college​ ​students​ ​(21+)​ ​as​ ​well​ ​as​ ​to​ ​spread​ ​brand​ ​awareness.
Strategy​ ​2:​ ​Increase​ ​social​ ​media​ ​presence
By​ ​allocating​ ​social​ ​media​ ​management​ ​to​ ​a​ ​social​ ​media​ ​intern,​ ​data
concerning​ ​followers,​ ​feedback​ ​and​ ​comment​ ​will​ ​be​ ​obtained​ ​to​ ​better
understand​ ​the​ ​climate​ ​of​ ​their​ ​online​ ​presence​ ​and​ ​evaluate​ ​areas​ ​where
improvement​ ​is​ ​needed.​ ​Using​ ​the​ ​social​ ​media​ ​management​ ​app​ ​SocialPilot,​ ​the
brewery​ ​will​ ​be​ ​able​ ​to​ ​schedule​ ​post​ ​times​ ​for​ ​Instagram,​ ​Twitter​ ​and​ ​Facebook
for​ ​different​ ​times​ ​and​ ​days​ ​and​ ​view​ ​analytics​ ​for​ ​Facebook​ ​and​ ​Twitter​ ​to​ ​get
better​ ​insight​ ​in​ ​their​ ​followers.​ ​These​ ​analytics​ ​include​ ​number​ ​of​ ​followers,
monitoring​ ​audience​ ​growth,​ ​measuring​ ​social​ ​media​ ​engagement​ ​and
post-analysis​ ​of​ ​posts.​ ​​ ​SocialPilot​ ​is​ ​the​ ​most​ ​effective​ ​social​ ​management​ ​app
compared​ ​to​ ​its​ ​competitors​ ​due​ ​to​ ​its​ ​cost-effectiveness​ ​and​ ​easy-to-use​ ​structural
layout.​ ​There​ ​is​ ​an​ ​example​ ​of​ ​a​ ​SocialPilot​ ​profile​ ​located​ ​in​ ​Appendix​ ​3.
Objective​ ​2:​ ​Enhance​ ​existing​ ​events​ ​opportunity
Strategy​ ​3:​ ​Train​ ​Event​ ​Series
During​ ​the​ ​event,​ ​guests​ ​will​ ​be​ ​prompted​ ​to​ ​share​ ​their​ ​experience​ ​on
their​ ​Instagram​ ​profiles​ ​using​ ​the​ ​event​ ​hashtag.​ ​These​ ​posts​ ​will​ ​be​ ​monitored​ ​to
ensure​ ​that​ ​guests​ ​are​ ​enjoying​ ​themselves​ ​during​ ​the​ ​event.​ ​A​ ​post-event​ ​survey
will​ ​be​ ​distributed​ ​by​ ​email​ ​(event​ ​attendees​ ​are​ ​prompted​ ​to​ ​provide​ ​WHB​ ​their
email​ ​during​ ​registration​ ​for​ ​the​ ​event)​ ​to​ ​evaluate​ ​the​ ​amount​ ​of​ ​people​ ​who
attended​ ​the​ ​train​ ​series​ ​event​ ​(Appendix​ ​8).​ ​Event​ ​interns​ ​will​ ​solicit​ ​the​ ​email
12

13.
addresses​ ​and​ ​record​ ​responses.​ ​The​ ​survey​ ​will​ ​include​ ​questions​ ​regarding​ ​the
experience​ ​and​ ​overall​ ​thoughts​ ​of​ ​the​ ​event​ ​to​ ​get​ ​insight​ ​in​ ​the​ ​success​ ​of​ ​the
event.​ ​There​ ​will​ ​be​ ​a​ ​post-event​ ​staff​ ​debrief,​ ​​ ​focusing​ ​on​ ​the​ ​thoughts​ ​on​ ​the
overall​ ​event​ ​and​ ​areas​ ​that​ ​can​ ​be​ ​improved​ ​among​ ​employee​ ​responsibilities
and​ ​functions.
13

14.
Fees
PR​ ​Campaign:
- Pyramid​ ​PR​ ​hourly​ ​rate:​ ​$150/hour
- Estimated​ ​75​ ​hours:​ ​$11,250
Train​ ​Series:
- DJ:​ ​$600
- Transportation:​ ​$1,200
- Advertisement​ ​fees:​ ​$300
- Event​ ​intern:​ ​$14/hr​ ​(Free​ ​if​ ​college​ ​provides​ ​school​ ​credit)
- Total​ ​estimate:​ ​$6,036
Social​ ​Media:
- Social​ ​media​ ​intern:​ ​$10/hr​ ​(Free​ ​if​ ​college​ ​provides​ ​school​ ​credit)
- Total​ ​yearly​ ​estimate:​ ​$2,600
Website:
- Webmaster​ ​estimate:​ ​$60/hr
- Mansfield​ ​University​ ​focus​ ​group:​ ​$200
- Total​ ​estimate:​ ​$500
Total​ ​Estimate:​ ​$20,386
14

15.
Team​ ​Bios
Rachel​ ​Hamlin​​ ​-​ ​Rachel​ ​Hamlin​ ​is​ ​a​ ​sophomore​ ​Integrated​ ​Marketing​ ​Communications
major​ ​from​ ​Clifton​ ​Park,​ ​New​ ​York.​ ​She​ ​enjoys​ ​event​ ​planning​ ​and​ ​is​ ​on​ ​the​ ​Student
Activities​ ​Board​ ​and​ ​HiFashion​ ​Team.​ ​Rachel​ ​has​ ​a​ ​passion​ ​for​ ​community​ ​service​ ​and​ ​is
active​ ​on​ ​campus​ ​as​ ​the​ ​president​ ​of​ ​the​ ​club​ ​IC​ ​Circle​ ​K.​ ​She​ ​also​ ​is​ ​a​ ​peer​ ​mentor​ ​and​ ​a
member​ ​of​ ​Women​ ​in​ ​Communications.​ ​Through​ ​her​ ​past​ ​internships​ ​and
extracurricular​ ​activities,​ ​she​ ​has​ ​learned​ ​that​ ​she​ ​enjoys​ ​creative​ ​problem-solving​ ​and
working​ ​as​ ​part​ ​of​ ​a​ ​team.​ ​She​ ​hopes​ ​to​ ​go​ ​into​ ​a​ ​career​ ​in​ ​advertising.
Molly​ ​Long​​ ​-​ ​Molly​ ​Long​ ​is​ ​an​ ​Integrated​ ​Marketing​ ​Communications​ ​major​ ​with​ ​a
Graphic​ ​Design​ ​minor​ ​at​ ​Ithaca​ ​College.​ ​Born​ ​and​ ​raised​ ​in​ ​Ithaca,​ ​she​ ​enjoys​ ​immersing
herself​ ​in​ ​Ithaca’s​ ​natural​ ​beauty​ ​and​ ​exquisite​ ​cuisine.​ ​An​ ​active​ ​member​ ​of​ ​the​ ​Ithaca
College​ ​varsity​ ​women’s​ ​lacrosse​ ​team,​ ​she​ ​applies​ ​the​ ​leadership​ ​and​ ​communication
skills​ ​she​ ​learns​ ​on​ ​the​ ​field,​ ​to​ ​her​ ​professional​ ​endeavors.​ ​Having​ ​worked​ ​and​ ​lived​ ​in
Los​ ​Angeles​ ​last​ ​semester,​ ​Molly​ ​gained​ ​professional​ ​experience​ ​through​ ​her​ ​internships
at​ ​a​ ​talent​ ​booking​ ​agency​ ​and​ ​a​ ​start-up​ ​activewear​ ​line.​ ​Molly​ ​is​ ​looking​ ​forward​ ​to
finishing​ ​up​ ​her​ ​senior​ ​year​ ​in​ ​the​ ​Spring​ ​of​ ​2018​ ​and​ ​taking​ ​some​ ​time​ ​to​ ​travel.
Aden​ ​McIntyre​​ ​-​ ​Aden​ ​McIntyre​ ​is​ ​a​ ​Junior​ ​Integrated​ ​Marketing​ ​Communications​ ​major
at​ ​Ithaca​ ​College.​ ​Aden​ ​hopes​ ​his​ ​degree​ ​in​ ​IMC​ ​can​ ​lead​ ​him​ ​into​ ​a​ ​job​ ​at​ ​Advertising
Agency.​ ​Aden​ ​is​ ​initially​ ​from​ ​Brooklyn,​ ​New​ ​York.​ ​He​ ​hopes​ ​to​ ​return​ ​to​ ​the​ ​city​ ​after
graduating​ ​and​ ​starting​ ​a​ ​life​ ​there.​ ​Aden​ ​also​ ​rows​ ​crew​ ​for​ ​Ithaca​ ​College​ ​which
constantly​ ​challenges​ ​him.​ ​In​ ​Aden’s​ ​spare​ ​time​ ​you​ ​can​ ​find​ ​him​ ​hanging​ ​with​ ​friends,
playing​ ​basketball,​ ​watching​ ​the​ ​giants,​ ​or​ ​looking​ ​for​ ​a​ ​good​ ​time.
Brenna​ ​O’Donnell​​ ​-​ ​Brenna​ ​O’Donnell​ ​is​ ​a​ ​sophomore​ ​Writing​ ​and​ ​Integrated​ ​Marketing
Communications​ ​double​ ​major.​ ​She​ ​came​ ​to​ ​Ithaca​ ​from​ ​Weston,​ ​Connecticut​ ​but​ ​has
previously​ ​lived​ ​in​ ​Italy,​ ​Zambia,​ ​and​ ​Washington​ ​DC.​ ​In​ ​the​ ​future​ ​Brenna​ ​hopes​ ​to​ ​use
her​ ​education​ ​at​ ​IC​ ​to​ ​go​ ​into​ ​copywriting,​ ​publishing,​ ​PR,​ ​or​ ​advertising.​ ​When​ ​she’s​ ​not
in​ ​class,​ ​Brenna​ ​is​ ​the​ ​Editor​ ​for​ ​the​ ​‘Envision’​ ​section​ ​of​ ​Passion​ ​Project,​ ​and​ ​a​ ​Fiction
Editor​ ​for​ ​Stillwater​ ​Literary​ ​Magazine.​ ​Otherwise​ ​she​ ​enjoys​ ​cinema,​ ​reading,​ ​drinking
tea,​ ​shopping,​ ​hanging​ ​out​ ​with​ ​friends,​ ​and​ ​debating​ ​politics.
Michael​ ​Walker​​ ​-​ ​Michael​ ​Walker​ ​is​ ​currently​ ​studying​ ​Sport​ ​Media​ ​as​ ​a​ ​freshman​ ​at
Ithaca​ ​College.​ ​Coming​ ​from​ ​Medford,​ ​Massachusetts,​ ​which​ ​is​ ​in​ ​the​ ​Greater​ ​Boston
area,​ ​Michael​ ​is​ ​excited​ ​to​ ​take​ ​in​ ​all​ ​Ithaca​ ​has​ ​to​ ​offer.​ ​Michael​ ​has​ ​volunteered​ ​with
15

16.
Ithaca​ ​College’s​ ​Athletic​ ​Communications,​ ​and​ ​looks​ ​forward​ ​to​ ​a​ ​continued​ ​role​ ​in​ ​that
field.​ ​As​ ​part​ ​of​ ​the​ ​Ithaca​ ​College​ ​Men’s​ ​Club​ ​Ultimate​ ​Frisbee​ ​team,​ ​Michael​ ​is​ ​able​ ​to
use​ ​teamwork​ ​skills​ ​employed​ ​on​ ​the​ ​field​ ​in​ ​the​ ​classroom​ ​and​ ​workplace​ ​as​ ​well.
Michael​ ​aspires​ ​to​ ​work​ ​with​ ​professional​ ​sports​ ​teams​ ​and​ ​their​ ​media​ ​departments.
Ben​ ​Zucker​​ ​-​ ​Ben​ ​Zucker​ ​is​ ​a​ ​sophomore​ ​at​ ​Ithaca​ ​College,​ ​majoring​ ​in​ ​Integrated
Marketing​ ​Communications​ ​with​ ​a​ ​minor​ ​in​ ​Finance.​ ​He​ ​was​ ​born​ ​and​ ​raised​ ​in​ ​New
York​ ​City.​ ​He​ ​is​ ​quick​ ​on​ ​his​ ​feet​ ​and​ ​has​ ​the​ ​ability​ ​to​ ​come​ ​up​ ​with​ ​creative​ ​solutions​ ​to
difficult​ ​problems.​ ​He​ ​is​ ​a​ ​team​ ​player;​ ​he​ ​expects​ ​a​ ​lot​ ​out​ ​of​ ​his​ ​peers​ ​and​ ​will​ ​push​ ​all
of​ ​them​ ​to​ ​do​ ​their​ ​best.​ ​Although​ ​he​ ​is​ ​not​ ​sure​ ​what​ ​field​ ​he​ ​will​ ​ultimately​ ​end​ ​up​ ​in,
he​ ​is​ ​very​ ​interested​ ​in​ ​sports​ ​marketing​ ​and​ ​will​ ​look​ ​to​ ​pursue​ ​that​ ​as​ ​a​ ​career.
16

17.
References
Best​ ​Restaurants​ ​Near​ ​Wellsboro,​ ​Pa​ ​(2017,​ ​February​ ​23).​ ​Retrieved​ ​from
https://www.yelp.com/search?find_desc=Restaurants&find_loc=Wellsboro%2C+PA%2C+U
S&ns=1
Bose,​ ​P.​ ​(2017,​ ​February​ ​4).​ ​6​ ​Hootsuite​ ​Alternatives​ ​You​ ​Must​ ​Try​ ​in​ ​2017.​ ​Retrieved
April​ ​24,​ ​2017,​ ​from​ ​https://sprout24.com/4-hootsuite-alternative-you-must-try/
Community​ ​Facts​ ​-​ ​United​ ​States.​ ​(2010,​ ​October​ ​05).​ ​Retrieved​ ​April​ ​23,​ ​2017,​ ​from
https://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml
Craft​ ​Beer​ ​Sales​ ​by​ ​State​ ​-​ ​PA.​ ​(n.d.).​ ​Retrieved​ ​April​ ​23,​ ​2017,​ ​from
https://www.brewersassociation.org/statistics/by-state/?state=PA
Crestodina,​ ​A.​ ​(2017,​ ​March​ ​10).​ ​How​ ​to​ ​Market​ ​an​ ​Event:​ ​50​ ​Event​ ​Marketing​ ​Tips.
Retrieved​ ​April​ ​26,​ ​2017,​ ​from
https://www.orbitmedia.com/blog/how-to-market-an-event/
Facebook​ ​(n.d).​ ​Wellsboro​ ​House.​ ​Retrieved​ ​from
https://www.facebook.com/Wellsboro-House-134633679917980/
Forant,​ ​T.​ ​(2014,​ ​August​ ​26).​ ​40​ ​Plus​ ​Social​ ​Media​ ​Statistics​ ​to​ ​Blow​ ​Your​ ​Mind.​ ​Retrieved
April​ ​24,​ ​2017,​ ​from
http://www.dayngrzone.com/social-media-statistics-to-blow-your-mind/
Millennials​ ​and​ ​Hospitality:​ ​The​ ​Redefinition​ ​of​ ​Service.​ ​(n.d.).​ ​Retrieved​ ​April​ ​23,​ ​2017,
from​ ​https://www.oracle.com/industries/hospitality/millennials-and-hospitality.html
National​ ​Beer​ ​Sales​ ​&​ ​Production​ ​Data.​ ​(n.d.).​ ​Retrieved​ ​April​ ​23,​ ​2017,​ ​from
https://www.brewersassociation.org/statistics/national-beer-sales-production-data
Ole​ ​Covered​ ​Wagon​ ​Tours​ ​(n.d.).​ ​Directions.​ ​Retrieved​ ​from
http://www.olecoveredwagon.com/index.php/directions
Staff(WSCS),​ ​W.​ ​S.​ ​(2011,​ ​May​ ​05).​ ​US​ ​Census​ ​Bureau​ ​2010​ ​Census​ ​Interactive​ ​Population
Map.​ ​Retrieved​ ​May​ ​09,​ ​2017,​ ​from​ ​https://www.census.gov/2010census/popmap/
17

18.
R.​ ​Kathcart,​ ​personal​ ​communication,​ ​January​ ​27,​ ​2017
R.​ ​Kathcart,​ ​personal​ ​communication,​ ​April​ ​19,​ ​2017
R.​ ​Kathcart,​ ​personal​ ​communication,​ ​March​ ​23,​ ​2017
Simpson,​ ​C.​ ​(2017,​ ​March​ ​10).​ ​The​ ​Dos​ ​and​ ​Don'ts​ ​of​ ​Reaching​ ​Millennials​ ​via​ ​Social
Media.​ ​Retrieved​ ​April​ ​18,​ ​2017,​ ​from
http://www.adweek.com/digital/courtney-simpson-startek-guest-post-the-dos-and-donts-o
f-reaching-millennials-via-social-media/
SocialPilot:​ ​Social​ ​Media​ ​Scheduling​ ​&​ ​Marketing​ ​Automation​ ​Tool.​ ​(n.d.).​ ​Retrieved​ ​April
24,​ ​2017,​ ​from​ ​https://socialpilot.co/
Sperling’s​ ​Best​ ​Places​ ​(n.d.).​ ​Wellsboro,​ ​Pennsylvania.​ ​Retrieved​ ​from
http://www.bestplaces.net/people/city/pennsylvania/wellsboro
Tioga​ ​Central​ ​(n.d.).​ ​Sunset​ ​Dinner.​ ​Retrieved​ ​from​ ​http://tiogacentral.com/sunset-dinner/
Tioga​ ​Central​ ​(n.d).​ ​Railcars.​ ​Retrieved​ ​from​ ​http://tiogacentral.com/railcars/
Tioga​ ​County​ ​(n.d.).​ ​Retrieved​ ​from​ ​http://www.tiogacountypa.us/Pages/default.aspx
United​ ​States​ ​Census​ ​Bureau​ ​(n.d.)​ ​Tioga​ ​County.​ ​Retrieved​ ​from
https://www.census.gov/quickfacts/table/PST045216/36107,00
Watson,​ ​B.​ ​(n.d.).​ ​The​ ​Demographics​ ​of​ ​Craft​ ​Beer​ ​Lovers.​ ​Retrieved​ ​April​ ​23,​ ​2017,​ ​from
https://www.brewersassociation.org/wp-content/uploads/2014/10/Demographics-of-craft-
beer.pdf
Wellsboro​ ​-​ ​MyBestSegments.​ ​(n.d.).​ ​Retrieved​ ​April​ ​23,​ ​2017,​ ​from
https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=20&pageNam
e=ZIP%2BCode%2BLookup&menuOption=ziplookup
Wellsboro​ ​Area​ ​Chamber​ ​of​ ​Commerce​ ​(n.d.).​ ​Calendar.​ ​Retrieved​ ​from
http://www.wellsboropa.com/calendars/calendar
Wellsboro​ ​House​ ​Brewery.​ ​(n.d.).​ ​Retrieved​ ​April​ ​23,​ ​2017,​ ​from
http://thewellsborohouse.com/wellsboro-house-brewery/
Wellsboro​ ​House​ ​Brewery.​ ​(n.d.).​ ​Retrieved​ ​April​ ​23,​ ​2017,​ ​from
https://untappd.com/WellsboroHouseBrewery
18

19.
Young​ ​Entrepreneur​ ​Council​ ​(n.d).​ ​Retrieved​ ​April​ ​25,​ ​2017,​ ​from
http://www.huffingtonpost.com/young-entrepreneur-council/the-10-best-social-media_b_
11654820.html
Event​ ​Feedback​ ​(n.d.).​ ​Retrieved​ ​May​ ​5,​ ​2017,​ ​from
http://blog.memberclicks.com/event-feedback-9-questions-you-need-to-ask-your-attendee
s
19

20.
Appendix
Appendix​ ​1:
20

21.
Appendix​ ​2:
21

22.
Appendix​ ​3:
22

23.
Appendix​ ​4:
23

24.
Appendix​ ​5:
24

25.
Appendix​ ​6:
25

26.
Appendix​ ​7:
26

27.
Appendix​ ​8:
Sample​ ​Post-Train​ ​Event​ ​Series​ ​Survey​ ​Questions
1. Overall,​ ​how​ ​would​ ​you​ ​rate​ ​the​ ​event?​ ​(Circle​ ​one)
Very​ ​Unsatisfactory​ ​​ ​​ ​​ ​Unsatisfactory​ ​​ ​​ ​​ ​Satisfactory​ ​​ ​​ ​​ ​​ ​​ ​Very​ ​Satisfactory
​ ​​ ​​ ​​ ​​ ​​ ​2.​ ​Please​ ​rate​ ​the​ ​following​ ​aspects​ ​of​ ​the​ ​event:
Date​ ​and​ ​time:
Very​ ​Unsatisfactory​ ​​ ​​ ​​ ​Unsatisfactory​ ​​ ​​ ​​ ​Satisfactory​ ​​ ​​ ​​ ​​ ​​ ​Very​ ​Satisfactory
Transportation​ ​to​ ​the​ ​event:
Very​ ​Unsatisfactory​ ​​ ​​ ​​ ​Unsatisfactory​ ​​ ​​ ​​ ​Satisfactory​ ​​ ​​ ​​ ​​ ​​ ​Very​ ​Satisfactory
Food​ ​and​ ​Beverages:
Very​ ​Unsatisfactory​ ​​ ​​ ​​ ​Unsatisfactory​ ​​ ​​ ​​ ​Satisfactory​ ​​ ​​ ​​ ​​ ​​ ​Very​ ​Satisfactory
Overall​ ​organization​ ​of​ ​the​ ​event:
Very​ ​Unsatisfactory​ ​​ ​​ ​​ ​Unsatisfactory​ ​​ ​​ ​​ ​Satisfactory​ ​​ ​​ ​​ ​​ ​​ ​Very​ ​Satisfactory
​ ​​ ​​ ​​ ​​ ​3.​ ​What​ ​did​ ​you​ ​like​ ​most​ ​about​ ​the​ ​event?
​ ​​ ​​ ​​ ​​ ​4.​ ​What​ ​did​ ​you​ ​like​ ​least​ ​about​ ​the​ ​event?
​ ​​ ​​ ​​ ​​ ​5.​ ​Was​ ​this​ ​the​ ​first​ ​time​ ​you’ve​ ​attended​ ​one​ ​of​ ​our​ ​events?
​ ​​ ​​ ​​ ​​ ​6.​ ​Based​ ​on​ ​your​ ​experience​ ​at​ ​this​ ​event,​ ​how​ ​likely​ ​are​ ​you​ ​to​ ​attend​ ​future​ ​events?
Not​ ​likely​ ​​ ​​ ​​ ​Likely​ ​​ ​​ ​​ ​Very​ ​likely
​ ​​ ​​ ​​ ​7.​ ​Do​ ​you​ ​have​ ​any​ ​other​ ​suggestions​ ​or​ ​comments​ ​to​ ​help​ ​us​ ​improve​ ​our​ ​future
events?
27