Situation Analysis
Merridale Cidery & Distillery
BY:
DGL 221 WINTER 2024 LINA NEUFELD
AWARD WINNING CIDER & SPIRITS
“Merridale is family-owned and located on a 20-acre orchard that’s also home to our farmhouse, cidery, distillery, eatery, farm store, and yurts. If you can’t make it to the farm you can always experience Merridale by enjoying our cider & spirits from your favourite neighbourhood pub, restaurant or private liquor store.” -merridale.ca
Bio
Pro le Overview
Merridale focuses its social media e orts on Instagram and Facebook. Their primary customers are drinking age. In addition they are a product-based business so, it makes sense to focus on these platforms.
Platforms
Brand Voice
Optimized across most platforms.
Main Plaforms:
Facebook Followers 10K
Instagram Follower 10K
semiformal, informative & promotional
Things to Improve
A more authentic brand voice
Update social handles on Youtube & Linkedin
Update Pinterest boards
Respond to TikTok comments
Target Audience
Women located in Southern Vancouver Island
care about the environment are who interact with social mediacontent the most.
Engagement from customers is mainly encouragement, ratings or sharing content with friends for events.
K thompson photography strong tie because she does photoshoots at the location and tags the cidery. Also Cowichan Tourism regularly shares content about the cidery
80% Women
Have kids
Budget Concious
Trendy
Green Marketing is Important
User Persona
Rachel, Age 44, Married Nurse Duncan, BC
Rachel is a busy mom of two. She spends so much time caring for others that she needs a way to unwind. She likes to have a drink at home after work, or out with her girlfriends. She is health conscious and doesn’t like beer so cider is a good alternative. She wants a nice relaxed environment close to home to enjoy an outing with her kids. She wants a place to enjoy time with friends and visiting family.
Goals
Wants quick updates on local events. Just show up and enjoy a restaurant.
Wants special o ers to make eating out a ordable.
Frustrations
Busy and wants to be entertained on social media (it’s time for herself) She doesn’t like to wait for a seat
Taking her kids to a restaurant is stressful
Motivation
Close to home
Health-conscious
A ordable
Facebook Linkeden Pinterest
User Persona
Goals
Wants to travel out of the city without too much stress or getting lost.
Wants to eat gluten-free and organic. Wants to have fun with her friends.
Devon, Age 34, Dating Teacher Victoria, BC
Devon is a busy millennial who needs a break from city life. In her free time, she likes outdoor recreation with her dog, live music, and a fun night out with her friends. She's interested in how to make a nice mixed drink. She supports local small businesses that have a positive environmental impact. She eats gluten-free and organic.
Frustrations
Doesn’t want to leave her dog alone. Needs a break from the city.
Anxious about the environmental impact of her purchases.
Motivation
Time in nature
Local organic
Fun
Instagram TikTok Pinterest
SWOT Internal Factors
Weaknesses Strengths
A good size following on Instagram and Facebook
Posts surrounding green e orts are popular
A beautiful location, product, branding, store, food, music and seasonal events to capture
The most popular cidery on Vancouver Island
Engagement is low at .21% for Facebook and .6% for Instagram. Another local cidery has a small following of engaged fans
The dining area and Christmas display is a bit dated
Food could be improved
Brand voice could sound more authentic
SWOT External Factors
Opportunities
Products are organic, pesticide-free, gluten-free and slow made which is a popular and trending
The Christmas season events are the most popular
Can capitalize on special events and the apple season
Working with liquor stores
Threats
Rising costs that have to be passed onto the customer
Online negative reviews about service, food, cost and the light display
Other Van Isle cideries post a threat to business
Conculsion
STRATEGIC PHASE
Social Media Maturity:
Merridale has recently hired a social media manager to integrate social media into their larger marketing plan. They have a process for responding to comments both positive and negative. They have a set posting schedule, and their social media manager is now monitoring stats so they are at the strategic phase of social media maturity.