You have the bottle. We have the knowledge.
A
Campaign
Table of Contents Situation Analysis 5 Target Audience 9 Creative Brief 11 Media Plan 12 Timeline 15 Executions 17 Evaluations 29 Credits
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It Starts Here...
Whether it’s beer, wine or cider, we feel Growler University is the place to connect with others of similar interests while learning more about the makings and know-how of our favorite brewed beverages. By providing an experience that echoes a place of learning and comradery, we know Growler University will succeed and stand out from the already existing fill stations.
Growler Univer s i ty Growler Universit y
Situation Analysis
Research
Growler University is trying to create an educational experience and craft beer community while having a vast selection and quick service.
However, due to the nature of their service, they not only compete with other growler fill stations, but also bars, pubs and supermarkets where buying beer and wine is cheap. The parking lot surrounding the building allows for an outdoor beer garden and future tailgating events. The parking lot gives Growler University the opportunity to get more sales after big events at Matt Knight Arena and during sporting events such as the Duck’s football season.
Research Objectives 1. Why do people drink beer, wine, or cider? 2. Who would be interested in buying Growlers? 3. What can Growler University do to stand out from its competition? 4. How do people choose their alcohol preference? 5. How do people get involved with beer, wine or cider? 6. Where do people go to learn more about beer or wine?
Research
Methods
Secondary Research Mintel Reports
Four online Mintel Reports were analyzed, featuring craft beer, wine, on-premise and alcohol consumption at-home. This gave insight to demographics, drinking culture and habits of male drinkers, which were the highest respondents. Reports on Alcohol Consumption at Home and On-Premise were analyzed the most. They reflected the closest to what growlers replicate; beer-to-go. This also helped in determining what type of consumer would most likely buy growlers and thus, we focused our target audience on at-home-drinkers.
Online Beer Blogs, Magazines, and Forums
To understand more about the culture around growlers and alcohol popularity, we tracked and read internet forums that discussed beer and wine. We also looked at online blogs and magazine sites, ISSUU.com and BeerAdvocate, that targeted beer, wine and growler topics from around the United States.
Primary Research Observation of Competitors
We conducted observational analysis of direct and indirect competitors of Growler University, within Eugene. Our team of four visited 16 Tons, The Growler Guys, and Growler Nation, bought beer, scoped out the atmosphere, and took note of who was frequenting these locations. From there we gathered information to look at an age range and took note of each location’s popularity or lack thereof. We sat down and observed for around an hour at each place.
In-Depth Interviews
To gain a working hypothesis of our target audience’s pen portrait, how to advertise to our target audience, and what channels to use, we conducted an in-depth interview with three potential target persons. Interviews were around one hour long and were usually conducted at beer places to gain knowledge into taste and preferences.
WHY IT MATTERS
PRICE
SALE
BRAND
TASTE
FLAVOR
Consumers Preference When Selecting Craft Beer
Growlers are meant to be filled and taken home, shared at social events, and be sold as take-out beer. Because of this, at-home drinkers are prime targets for Growler fills and purchases which includes off-premise drinking.
Retail sales of alcohol continue to grow, but on-premise sales are closing the gap
Off-premise sales of alcoholic beverages benefitted from recession-inspired budget-consciousness that inspired consumers of legal drinking age to favor off-premise purchases instead of on-premise prices and services. Despite the continuation of the upward trajectory through 2017, off-premise sales face the challenge of disinterested consumers and increasing on-premise traffic. 54%
64% 74% 86%
Clean, crisp taste
Full-bodied flavor
Source: Mintel
Name Brand that I know
On sale or promotion
Low Price
TOTAL U.S. OFF-PREMISE SALES AND FAN CHART FORECAST OF ALCOHOLIC BEVERAGES, AT CURRENT PRICES, 2007-17 Total Sales ($ millions)
56%
110,000 105,000 100,000 95,000 90,000 85,000 80,000 75,000 70,000 65,000 0
Best Case Mintel Forecast Worst Case
2007
2012
2017 Source: Mintel
Research
Target Audience At-Home Male Drinkers aged 24 to 35 years of age.
Meet Kevin
Kevin is a 28 year old manager at a call center for a bank in Eugene where he makes on average $30K a year. He lives in a two bedroom apartment, drives a silver 2012 Honda Accord, and constantly has friends and neighbors over to hang out. He graduated from the University of Oregon with a business degree almost five years ago, considers himself to be a huge Oregon Duck football fan, and religiously watches every game on television. Kevin likes to drink all types of alcohol, though beer and wine are his top two choices, in that order. He never drinks alone and prefers to drink either at home or at a friend’s place. When faced with purchasing a 6 pack of craft beer over a 12 pack of Bud Light, he typically chooses the Bud Light because cost-wise, it’s cheaper for him to share the 12 pack of domestic over the 6 pack of microbrew.
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While Kevin normally bases his purchases on price, on occasion he will forgo costs and choose a microbrew choice to try amongst friends or if he decides to try something new for himself. When he does go to a bar, he typically buys a pitcher of Widmer or Blue Moon to share. He does this because he knows that when he purchases either one he’s buying something he knows he already likes. To him, these beers offer a better quality than the beer he normally chooses and he doesn’t have to pay too much. While Indian Pale Ales (IPAs) are his favorite, he enjoys trying all types of beer and takes advantage of having several breweries located within the city, noting his favorite from each one.
Research
Insights “ “ “
When or if I buy a Growler to fill, I generally go to the breweries in town.
”
-Chuck Korth
”
My Dad and his girlfriend are [beer] connoisseur and as I got older they had me try newer and fancier beer.
-Kevin Bartlet
”
Growlers should initially cost less to buy and be relatively cheap to fill. Otherwise I’m just going to go to the store to buy beer.
-Jason Doddridge
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Strategy
The Brief
Growler University is a growler fill station that promotes education through growler fills of on-tap beer, wine and cider. At-home-drinkers will enjoy the quality of filling up growlers at their tap station over buying bottles or cans and convert beer and wine novices into experts through tastings and flights available in store.
Single Most Important Thought
Growler University creates a community of beer lovers to communicate and experience the craft, knowledge, and know-how of beer.
The Audience
At-home-male-drinkers within the age of 25 to 54 years of age, with emphasis on the 25 to 34 year-old age range. These are men living in Eugene, Oregon. They are generally non-Hispanic, white, and have an average household income of $25K-74.9K.
Strategy
Brand Platform
Brand Promise: To provide an experience that creates a community connection amongst beer lovers and brewers of the craft in purchasing growlers. Brand Proposition: Growler University allows athome, male drinkers to take alcohol-to-go with a unique community aspect that kindles the knowledge and love behind the craft of beer, wine, and cider. Brand Personality: Loyal, Friendly, Trendy, Caring, Community-Oriented, School-Spirited. Brand Target: At-home alcohol consumers. Younger men who like to drink at home amongst friends or at other social events are typically social drinkers and want to share their experience of beer, wine and cider with others. Brand Position: To provide a knowledgable experience that promotes community amongst beer lovers alike.
Reasons to Believe
University-oriented experience through “GTF” and “Professor” staff titles. As well as naming happy hour, “Office Hours”. Elite in knowledge of the craft. Unique selection of locally brewed beer. Beer education.
Builder of community through beer lovers & home brewers. Events that hold the Eugene and local communities to compete, connect, and learn more behind the craft of beer. Monthly competition to boast who’s the best-of-the-best bragging rights.
Media Plan
Media Plan
The Plan
Media-Specific Background Communication Objective Growler University currently has a moderate presence on the web. By having a Facebook page, Twitter, and a personal website, they are able to connect with their primary audience. Their online presence enables them to promote what Growler University is and why consumers should purchase their growlers and growler fills from them.
Despite the number of outside competitors, Growler University has an opportunity to differentiate itself, becoming more engaging with its potential customers and developing a lasting relationship with the local community.
Photo by Growler University
Establish Growler University’s local presence by showing our target audience that it’s a growler filling station that can make them more educated and sophisticated beer and wine drinkers.
Media Objective
This campaign will run from January 1, 2014 to January 1, 2015 to reach 65 percent of males from the ages of 24 to 55 an average of three times each week to help them understand that Growler University is about community and education. The campaign will use multiple media channels partnered with appropriate media timing allowing for maximum exposure of the advertisements to our primary audience.
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Media Plan
The Mix Radio
Internal
Online and Local
Events, Competition, Quiz Cards Brewer’s Night Meet & Drink “Master the Craft” Quiz
Magazine, & Flyers
Pandora 105.5 FM BOB 590 AM KUGN 96.1 FM KZEL 95.3 The Score
UX
Giveaways
Stickers & Coasters
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Growler U logo stickers Growler U logo Paperboard coasters
Social Media
Twitter, Instagram, Facebook
Eugene Magazine Oregon Beer Growler Flyer Ads for Events
Media Plan
The Budget
Giveaways 6% Internal Stickers $1,476 Brewer’s Night Coasters $471
Print 48% Eugene Magazine $8,000
25%
Print: Flyers $375 Extra Staff $2,250 Winning Brews $800 Trophy $300
Oregon Beer Growler $8,580 Event Flyers $750
Meet & Drink Print: Flyers Growler Discounts
Radio Internet
Master The Craft Quiz Quiz Cards $50 Winning Merchandise $1,000
Pandora
Local KUGN AM (590) KZEL FM (96.1) The Score FM (95.3)
21%
$2,302
$5,400 :30 at $180 :30 at $180 :30 at $180
$375 $940
Growler University Textbook Print Materials $3,316 Labor Costs $365
Social Media 0% Intern $0 ($2,148)
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Media Plan
Radio Local Online
User Experience Brewer’s Night Meet & Drink Growler U Textbook Master the Craft Quiz
Print Eugene Magazine Oregon Beer Growler Flyers
Giveaways Stickers & Coasters
Social Media Promoting
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Week 4
Week 3
Week 2
Week 1
June Week 4
Week 1
Week 4
Week 3
Week 2
Week 3
May
April Week 1
Week 4
Week 3
Week 2
March
Week 1
Week 4
Week 3
February
Week 1
Week 4
Week 3
Week 2
Week 1
January
Week 2
2014
Week 2
The Timeline
Week 4
Week 3
November Week 2
Week 1
Week 4
Week 3
October Week 2
Week 1
Week 4
Week 3
September Week 2
Week 1
Week 4
Week 3
Week 2
August Week 1
Week 4
Week 3
July
Week 2
Week 1
Week 4
Week 3
Week 2
Week 1
Media Plan
December
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Creative Executions
Radio
Local & Online
Playing advertisements on local Eugene radio stations and on Pandora reaches our target audience when they’re out and about or at home, prompting them to come take a visit to Growler University for their beer, wine, and cider needs. Radio advertisements are played during the University of Oregon football and basketball seasons when fans and alumnus of the team gather in Eugene to support their love of the Ducks. This not only reaches out to a wider range within our target audience, but also shows the love and support that Growler University has for the Ducks.
Local
Online
590 AM KUGN 96.1 FM KZEL 95.3 FM The Score
Pandora
Creative Executions Radio attracts our customer’s attention to the community that thrives at Growler University. It reminds them when they’re at home, in the car, or at events that Growler University is the place to learn more and get your needs for everything beer, wine and cider related.
Total Cost: $7,702
Radio Copy [Sound of beer running from tap and being poured] ANNCR: Over 30 beers on tap? Check. Wine and cider? Check. Knowledge about all those things? Double check. Welcome to a place where you can have a beer and enjoy an education. With the help of our professors in craft, Growler University creates a community for beer lovers to communicate and experience the craft, knowledge, and know-how of beer. We have the knowledge, you have the bottle. Come in and have your growler to go or stay around and learn something. Located on 1365 Villard St., across from Matthew Knight Arena.
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Creative Executions
UX
Brewer’s Night
Homebrewers around Eugene meet to compete for the title “Best Home Brew,” awarded monthly. Winners get their photo taken with the golden cup trophy and then published into an advertisement that goes into “Oregon Beer Growler” magazine. Winners will also get the option of choosing to have their winning beer on tap at Growler University or getting a free 64 ounce growler fill.
Grab the Bragging Rights. Compete in our “Best Brew of the Month” and get your beer on tap!
Brewer’s Night will occur once a month to attract not only more fills but also increase and build awareness of Growler University’s growing community for beer lovers.
Whether someone is a novice, experienced, or just wants to hang out to talk beer, the Meet & Drink is meant for all who have a passion or love for the craft to meet. Held once a month, young and old alike are encouraged to come get to know one another. The event is to promote the community feel that Growler University aspires to have. Discussions range from learning the craft from other homebrewers, to tips from the bartenders and staff, or studying with one another to complete the “Master of the Craft” Quiz.
Meet & Drink
Creative Executions User Experience (UX) reinforces and establishes Growler University as being the beer lover’s place to go for everything beer. It promotes community for our target audience.
Official Growler U Textbook & “Master the Craft” Quiz Growler U “Textbook”
Growler U and customers collaborate to make a beer/wine “textbook” that serves to educate people about the ins and outs of beer/wine. The book would also contain recipes people can use in brewing. Customers can come in and give recipes and help tips they have acquired about beer and wine. Growler U will also provide their knowledge to the book and in the end the finished product would be the perfect guide to expanding a person’s knowledge of beer/wine. The book will be sold at Growler U and through their website. Customers that gave tips and recipes that got in the book will recieve a discount, as well as a picture or citation, acknowledging the credit they deserve. The collaboration that would go into the book would help build Growler U’s community and legitimize its teaching efforts.
The Growler University textbook contains winning brew recipes, customer contributions, staff favorites, and tips and tricks to brewing, all compiled into one recipe book that is sold instore and on the Growler University website.
The Growler University quiz can be taken once a visit. To study for the quiz, customers may review laminated cards around the store that feature information about the brewing process and types of beer. The quizzes will generally focus on furthering beer, wine, and cider education. Customers may select which quiz they wish to take. Upon completion of the quiz, if they pass, the customers will receive a reward such as merchandise discounts, growler fill discounts, and a t-shirt, upon completing multiple quizzes.
Total Cost: $11,331
India Pale Ale Identified by smell and taste of hops.
Gold and amber colored.
George Hodgson was one of the first brewers to export beer to India. The first known use of the term “Indian Pale Ale” was in an advertisement in the “Sydney Gazette and New South Wales Advertiser” in 1829. East Coast breweries rely more on spicier European hops and speciality malts than those on the West Coast. Contemporary American IPAs are typically brewed with distinctive American hops,such as Cascade, Centennial, Citra, Columbus, Chinook, Simcoe, Amarillo, Tomahawk, Warrior, and Nugget. Fasting-growing and best-selling style of craft beerby nearly any metric.
Long storage periods are sometimes required to achieve proper hop-malt balance.
Many IPAs were first brewed in the English city of Burton.
Traces its origin to 17th century England.
Comes from pale ales, which have been made for hundreds of years.
Growler U Learn. Love. Drink.
Creative Executions
Print Flyers
Printed flyers advertise the Meet & Drink and Brewer’s Night to spread awareness about Growler University’s two monthly events. Flyers can be posted around town in local venues and in businesses as well as be handed out monthly near the Growler University store.
Brewers Night! Channel your inner brewmeister and compete for the opportunity to get your beer on tap
Meet & Drink
Whether you are a first time brewer or a master of the craft, stop by Growler U for our monthly Brewers Night! At Brewers Night you’ll be able to meet other at-home brewers passionate about the craft. Bring a few bottles, a mini keg, or just come to talk to your peers and sample their brew. At the end of the night a winner of the month will be selected and get their beer on tap!
See the newest beer, wines and ciders on tap and meet our professors in craft (bartenders). Mingle with other growler lovers and learn about beer and wine. Oh yeah, and drink. You have the bottle. We have the knowledge.
1365 Villyard St. Eugene, OR 97403 Across the street from Matthew Knight Arena
Located on 1365 Villard St., across from Matthew Knight Arena
Creative Executions Print advertisements in Eugene Magazine and Oregon Beer Growler Magazine, both accessible within local businesses, will reach an audience out on the go.
Total Cost:$17,330
The teacher you always wanted With the help of our professors in craft, Growler university creates a community for beer drinkers to learn. Come fill up your growler with more than just beer, wine or cider. Fill up with knowledge that will make your drinking experience more enjoyable.
You have the bottle We have the knowledge At Growler University, we pour more than beer, wine and cider. We’re pourling liquid knowledge. With the help of our professors in craft, we’re creating a community for beer lovers through education. Stop by and get your fill.
1365 Villard St. Across the street from Matthew Knight Arena
You have the bottle. We have the knowledge. 1365 Villard St. Across the street from Matthew Knight Arena
Magazine Ads
“You have the bottle. We have the knowledge;” the backbone of the campaign. Magazine ads draw attention and promote the message that Growler University is a community for education of the craft. The ads will help customers take away this message, which differentiates Growler University from its competitors.
Creative Executions
Giveaways Stickers
Growler University three inch stickers will be available to give away in store as well as be given out at event nights. Customers love free stuff and stickers are an easy and effective way to get the Growler University name around Eugene.
Coasters You have the bottle. We have the knowledge.
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Growler University coasters are made out of pulpwood and are relatively cheap to make. They will be available in store, and customers have the option of taking them home with them.
Total Cost: $1,947
Social Media
Creative Executions Total Cost: $0
Twitter, Facebook, & Instagram
Continuing efforts to reach out to customers on Twitter and Facebook will increase the reach for Growler University’s target audience. Using Twitter and Facebook, and adding Instagram, Growler University can post updates to tap lists, specials, the monthly event nights, including posts on the winners. They can also further advertise promotions such as the Growler University textbook sales and possible hints or tips to passing the “Master the Craft” quiz.
Photos by Growler University
Evaluations
Evaluations
Evaluations Brand Awareness
Success of the campaign will be measured with an increase of our audience awareness of Growler University, the number of emails addresses that are gathered and the number of impressions calculated from radio and print advertisements. This will permit Growler University to better understand who is purchasing growlers and participating in events. The proper utilization of local media channels, online channels and radio will increase sales by 40 percent over the year duration of this campaign.
Brand Association
Success of the campaign will also be measured through in-store customer and online social media responses when associating the Growler University name and what it means to them. A successful campaign means customers recognize Growler University as a place of community for not only filling up their growlers, but also a place to learn and become educated on the craft of beer, wine, and cider.
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Credits
Meet The Team
Andrew Harman-Account Executive
An aspiring entrepreneur, Andrew Harman hopes to start his own business upon graduating from the University of Oregon. He is graduating after this term with a degree in Journalism: Advertising and a double minor in Business and Economics. He enjoys the outdoors, Oregon athletics, and hoppy beer. His spirit animal is the giraffe.
Amanda Roncarati-Planner
A senior at the University of Oregon double majoring in advertising and public relations. She is looking to pursue a career in sports media and believes that the little things in life make you the happiest. She does her best and tries new things because she always keep in mind, “adventure is out there.�
Leslie Thissen-Planner/Creative
Majoring in journalism with an emphasis in advertising and minoring in business administration; she hopes to pursue a career in account planning for an ad agency. Her free-time passions include art, video games, gardening, and Steampunk culture. You’ll most likely find her in a coffee shop reading a book or enjoying the Oregon rain.
Nolan Hastings-Creative
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With his dad growing up in Eugene, being a huge supporter of the Ducks, he was born to attend the University of Oregon. After changing his career path numerous times, he decided he wants to work in brand development. A lover of music, film and especially sports, he hopes to travel in his near future, visiting the lands of his heritage.
Thank You
Credits
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