East Bower Marketing Practicum

The Cider Experience East Bower Cider Co. Practicum Group 5: Julia Measham, Hannah Smith, Heather Spell, Ashley Manning, Zittlaly Sanchez Rodriguez, Ryan Kohler

Core Brand Associations Core Associations this Campaign will Bring to Life: Cider

Community

Light & Bright Aesthetic

Carefully Curated An Option for Everyone

Specific Research Findings 55.21% of respondents mentioned the uniqueness of the ciders and being excited to try all beverages

20.21% of respondents positively mentioned the atmosphere Posts with Highest Engagement Most Likes: New Sign & New Lights Around the Building Most Comments: ALS Ice Bucket Challenge & Employee Send Off What are consumers saying?

“I would be most excited about the wide variety of beverages as well as the overall experience of its atmosphere. It feels like East Bower Cider Co is a place where many go to feel at home and while also spending time with their friends in an outside setting.”

“My favorite post on the feed is one taken outside and posted on July 13 because it gives me an idea of what the atmosphere is like and shows people are enjoying themselves.”

Persona

Practical, but Fun Mom: Jenna A 33-year-old who is very conscious about clean eating and the products she consumes.

Works in sales after obtaining a degree from NC State and enjoys going out with coworkers after work Husband, Clark, is a Physical Therapist after obtaining degrees from NC State and Campbell University Two younger children Auden: 6-years-old Aria: 4-years-old Enjoys meeting up with college friends and keeps up with them through social media.

Brand Associations: Ford, Trader Joe’s, Harris Teeter, Instagram, Facebook, Everlane, Outerknown, BareMinerals, ILIA

The Insight East Bower Cider Co. can develop more meaningful connections with the community by inviting them get to know the people behind the business.

How It Works:

Key Benefits:

Share stories of employees

Personalized relationships

Feature behind-the-scenes content

Online to in-person connections

Host in-person events

Unique brand differentiation

The Cider Experience The Phases:

This campaign will use a multimedia series on Instagram to highlight the process of creating the East Bower Cider Co. Brand, the brand’s ciders and the people who make the place.

Main Insight: Consumers want to know more about the brand and the people behind it.

We believe sharing more of East Bower Cider Co.’s story and the stories of people who make the place, would better satisfy the demands of consumers.

1.The Story

2. Cider Creation 3. The Employees 4. The Consumers 5. The Cider Immersion Experience

East Bower Cider Co. Color Palette Standard Color Profiles:

Suggested Fonts: Yellowtail

& Corben

The Cider Experience Campaign on Instagram Story highlights that contain quick-to-click information Font & color consistency based on color palette Toned down opacity to create a lighter & more relaxed feel Making sure each post is new and exciting Pinned posts from each phase

Phase 1: The Story of East Bower Cider Co.

How? Pinned “Meet Our Founders” Post

When? Every Couple of Months for Refresher / New Followers

Content Ideas: What was the main idea behind the company?

Who are Dustin and Oliver?

What prompted Dustin & Oliver to open East Bower Cider Co.?

Why was cider exciting to them and why should it be exciting to their consumers?

What makes East Bower Cider Co. different from any other local bar or brewery?

Phase 2: Highlight Cider Creation

How? Pinned “Cider Creation with Dustin” Post

When? Every Couple of Months for Refresher / New Followers

Content Ideas: Where does East Bower Cider Co. source their apples from?

Who is in charge of developing the cider flavors?

How are the Pilot Series flavors developed?

What does the product development process look like?

How are the ciders made?

Phase 3: Highlight the Employees

How? Pinned “Meet Our Bartenders” Post When? When Someone New is Hired!

Content Ideas: Who are the people behind the bar?

What is their story?

How did they come to work at East Bower Cider Co.?

Why do they enjoy working for East Bower Cider Co.?

What is their favorite drink to make?

Phase 4: Highlight the Consumers

How? Pinned “Meet Some of Our Favorite Guests” Post When? Once a Week Content Ideas: Why do the current consumers enjoy the environment at East Bower Cider Co.?

What keeps them coming back for more?

What are their favorite events or drinks at East Bower?

Video Poll Interviews (This or That, Cider or Beer, Fall or Spring, etc.)

Pictures of Customers Dogs for Dog Day Tuesday IG Posts

Phase 5:The Cider Immersion Experience

Initial Winter 2024 Post

Sign Up Sheet in East Bower

Location: Inside of East Bower Cider Co. Event: Max. 12 customers experiment with different seasonal flavors to help develop the Pilot Series for the upcoming week.

When? Once per season: Fall, Winter, Spring, and Summer.

How? Dustin will bring in different seasonal flavors (spices, flavors, fruits, etc) and work with customers to pair the flavors and decide on the Pilot Series for that week.

12 customers can sign up to attend this event through a sign-up sheet located inside of East Bower Cider Co. Consumers will find out about this opportunity from postings on social media or seeing the physical sheet inside of East Bower Cider Co.

Sample Winter 2024 Creation

Increase Customer Loyalty Cultivate More Meaningful Relationships Differentiation Point

MORE EXAMPLES Initial Fall 2024 Post

Sample Fall 2024 Creation

Phase 1: The Story of East Bower Cider Co.

Phase 2: Cider Creation

Phase 3: The Employees

Phase 4: The Consumers

Questions?