Page 1

Craftsmanship Defined Oakshire Brewing

Ad Team Femme


Contents 1

SWOT Analysis

2

Background

3

Research

5

Audience

6

Creative Executions

11

Timeline

12

Budget

13

Evaluation

14

Social Media Suggestions

Executive Summary Oakshire’s main objective is to increase beer sales. As a result, the advertising objective is to reach as many beer enthusiasts as possible with the message that Oakshire is a quality, community-oriented craft beer. By spreading the message of Oakshire’s core values, Oakshire has the opportunity to expand and strengthen brand loyalty. A realistic media goal for Oakshire is to reach 20% of our target audience (14,000 people based on the 70,000 craft beer drinkers) by December 31, 2014. Our team monitored the social media of Oakshire and its competition, observed the behavior of brand patrons, and interviewed local beer enthusiasts in order to find the most effective methods for achieving our goal. In order to reach this group, we came up with strategies and tactics that focus on showing how Oakshire can compliment their hobbies and interests.


S W O T 1

Strengths • Innovative (new flavors, cans, etc.) • Responsive to what consumers want • Local • Customer friendly • Unique - craftsmanship

Opportunities • Events • Instagram competition • Brand cohesiveness (labeling/bottle redesign) • Tap handles • Holiday promotions

Weaknesses • Labeling • Timeliness with media • Under promoted • Media content • Events • Instagram followers (not many)

Threats • Competitors’ events, social media, etc. • All other breweries


s k Oa

e r hi

EUGENE Corvallis

Strength

Independence

community

Growth Stage

Increase brand awareness

expand current markets

unique

craftsmanship dedication

Home brewer relations

Portland Idaho Alaska

2


Research

3


Findings • Consumers more likely to choose craft beer in social settings • Events + promotions are an effective way to introduce new consumers to the brand • Educational events/interactive ways to introduce craft beers to consumers • 34% of men aged 24-34 are drinking at restaurants, bars, clubs and events • 41% of women report that they drink craft beer in restaurants, tasting events and beer pairing dinners • Millennials are more likely to try new beer types, and older people are less likely

Age + disposable income Are crucial in choosing to purchase craft beer: "craft beer's sweet spot is with 25-34 year olds"

45% Men drink craft beer

28%

4045%

Women drink Drink craft beer at craft beer restaurants

4


audience

Our campaign strategy is to reach our outdoorsy, non-extremist target audience with the message that Oakshire beer is worth the cost.

5

Our target audiences are men and women ages 25-45. They have professional jobs, and like to grab a beer after work to wind down. This group is outdoorsy and active, but are not extremists. They have young children, like to cook and spend time in nature. They are “dog people.” A majority of our audience own dogs and take pictures of their dogs and meals on Instagram. In their free time, this group likes to hike, bike, and engage in other outdoor activities; however, they also like to remain comfortable. You may find them on top of Spencer’s Butte, but not hiking through the forests of Patagonia. Their outfits consist of jeans, tennis shoes and a hoodie.


Creative executions:

There are some corners you just shouldn't cut...


Print/ video Ads THERE ARE JUST SOME THINGS YOU SHOULDN'T CUT CORNERS ON...

TASTE IS ONE OF THEM When: New print and video advertisements will be released at the beginning of each season. Where: Video ads will be shown at events, such as Movies in the Park, Oakshire’s website, and YouTube. The print ads will be

featured in 1859 Oregon magazine and board shops around Oregon. Why: Many beer drinkers don’t see why they should spend the extra money on Oakshire, and they settle for a cheaper alternative. However, there are some things you shouldn’t settle on, and taste is one of them. Our “Don’t Cut Corners” campaign explains this view to our audience in a humorous way by using video and print ads of bad results from cutting costs such as: a cheap haircut, a garage sale tent and a makeshift stove.

7


Events Movies in the Park

What: Oakshire will pair with

Movies in the Park throughout Oregon. A booth will be set up to sell Oakshire beer during the movie, and the “Don’t Cut Corners” video will play before the movie. When: Summer months Where: Ten cities in Oregon Why: Movies in the Park is an opportunity to reach our casual, outdoorsy target audience. Because decisions about beer are often made last minute, attendees will be able to buy Oakshire at the booth, right after seeing the advertisement.

Brewski at Mt. Bachelor What: A booth will be set up

with a TV showing a video advertisement, raffle for merchandise, and pints of beer will be available. When: May Where: Mt. Bachelor Ski Resort Why: A beer-themed event at a ski resort is an effective way to reach the outdoorsy, but nonextremist target audience, showcase their beer and educate people of the art of craft brewing. Other Oregon craft beers will be featured there, and by participating, Oakshire can raise brand awareness and align itself with Oregon craft brewing.

8


Beer and food pairing What: An educational event

about craft beer and food parings, food pairing options on labels and suggested beers next to the items on the food menus. When: Winter Where: Oakshire Why: 45% of craft beer drinkers say that they would try more craft beer if they knew more about the beers. Because craft beer drinkers are more likely to appreciate the releases for their flavor, craft brewers need to solidify their brews matches with food, and not lose ground to domestic or imported beer.

9

+

Disc Golf Tournament What: Oakshire will host a Disc Golf Tournament at Alton Baker Park, and the proceeds will benefit a local non-profit. The players will wear Oakshire Disc Golf Tournament shirts, and local food carts will be invited to provide food. When: A Saturday afternoon in the Spring Where: Alton Baker Park Disc Golf Course Why: Disc Golf is the perfect sport for our target audience, who loves to be outdoors, but who always wants to be comfortable. Disc Golf is a low-intensity sport that goes well with beer drinking. This event will create local buzz around Oakshire, show support for the community, and attract future Oakshire patrons.


Brand recognition These coasters can be distributed to multiple venues. On the back they should include upcoming events and promotions.

THERE ARE JUST SOME THINGS YOU SHOULDN'T CUT CORNERS ON...

TASTE IS ONE OF THEM Amber Ale

Amber Ale

These are a couple of examples of potential label redesigns. The most important aspect is that the logo is centered and large, and also that the label is not cluttered with too many elements. The colors should be changed to distinguish different beers from each other.

10


Timeline WHAT

WHERE

WHEN Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

EVENTS BrewSki Event Beer + Food Pairing Event Movies in the Park Disc Golf Tournament

Mt. Bachelor

May

Oakshire Tasting Room

December

Cities in Oregon

June-September

Eugene

June

Magazine (Beer Growler)

March-April

Board shops around Oregon

March-May

Magazine (1859 Oregon Magazine)

Year Round

Board shops around Oregon

Year Round

Eugene Weekly

November

Board shops around Oregon

October

Eugene Weekly

May

Board shops around Oregon

April-June

Bars and Restaurants

Year Round

10 Oregon cities

June-September

YouTube

Year Round

Eugene

Year Round

Eugene

Year Round

Oakshire website

Year Round

PRINT ADS BrewSki Event "Don't Cut Corners" campaign Beer + Food Pairing Event Disc Golf Tournament Coasters

VIDEO ADS Movies in the Park YouTube David Minor Theater Bijou Art Cinemas Oakshire website

11


Budget

Advertising: Print Advertisements $12,357 Video Advertisement $10,800 Donations:

11%

Proceeds from the Disc Golf Tournament $1,000 33%

Promotions: Merchandise $3,285

17%

Point of Sale: Merchandise $6,100 creative services: Print Advertisements $2,100 Video Advertisement $4,000 Label Redesign $300 Coaster Design $300

11%

11%

17%

Sponsorship: Beer + Food Pairing Event

$900

12


Evaluation • Monitor Oakshire sales in the restaurants/venues before and after the coasters have been placed. • Record the number of shares and likes the “Don’t Cut Corners” campaign videos have on YouTube. How many viewers of our advertisements do we have online? • Did we get any media coverage? If so, how many people were reached by the media coverage? • How much beer did we sell at the events? • How many people did we engage with at BrewSki? Do we have more followers on our social media after the event? • How many registered for the Disc Golf Tournament? How much money did we raise for Greenhill? • Baseline survey for before and after the campaign to monitor the amount of awareness people had about Oakshire in Oregon and how the campaign affected the awareness.

13


Social Media Suggestions Twitter

Instagram

GOAL: Increase conversation and

GOAL: Increase likes and

presence

photo-sharing

• Quote tweets vs. Re-tweet • Maintain consistency in daily or twice daily tweets • Keep balance between responses and personalized tweets

• Add Instagram icon to website • Initiate interaction using captions with hashtags • Use a wider variety of images, i.e. events, promotions, staff, facilities, etc.

Facebook GOAL: Become more user

friendly and interactive • Post pictures, videos, and URL’s to increase views • Include links/hyperlinks when promoting events • Link to Twitter and Instagram

14


Team Femme

Scout Libke

Kaylee Wolf

Natasha Blumenkron

Brittney Elsensohn

Chelsea Larson

Thank you for this great opportunity. Not only have we had a great time learning more about your unique brewery, we have also had fun tasting the various beers! A lof of effort and hard work has been put into this book and we hope you enjoy it.

Sources: Mintel - Craft Beer: http://academic.mintel.com.libproxy.uoregon.edu/display/590771/#atom0, Mintel - Beer: http://academic.mintel.com.libproxy.uoregon.edu/display/590816/ Beer Facts: http://oregonbeer.org/facts/, Dog People Facts (Kaylee): http://www.oregonlive.com/pets/index.ssf/2013/01/new_avma_report_ranks_oregon_f.html , Craft Beer Food Pairing: http://www.craftbeer.com/beer-and-food/pairing-tips/pairing-chart, Eugene Weekly – Media Kit: http://www.eugeneweekly.com/ sites/default/files/uploads/2013-rate-card.pdf, Beer Growler – Media Kit: http://www.oregonbeergrowler.com/media-kit.html, * 1859, Oregon Magazine – Media Kit https://mail-attachment.googleusercontent.com/attachment/u/0/?ui=2&ik=fdc5e94fd6&view=att&th=13ef0853d06b1ecc&attid=0.1&disp=inline&realattid=f_hhakazgs0&safe=1&zw&saduie=AG9B_P-0_Xarw4vTgfPrlihKVbx6&sadet=1370204512250&sads=Vxog2BZ7Mf3sdDOfPwevB1i1Iz4&sadssc=1, Wildflower Seeded Coasters o http://www.printglobe.com/eco-friendly-products/eco-friendly-coasters/eco-friendly-coasters/3pt5-square-lightweight-wildflower-seed-infused-coasters

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