This document outlines a campaign strategy created by Prime Communications for Colter's Creek Vineyard and Winery. The campaign's goal is to increase awareness and audience for Colter's Creek in preparation for receiving an AVA license in 2015. Key elements include rebranding the website and labels, launching a social media campaign featuring contests and local event partnerships, and print advertisements offering promotions. The total budget outlined is $17,290.

1. P R I M E C O M M UN I C A T I O N S
COLTER’S CREEK
VINEYARD AND WINERY

2. S H E L B Y D O N A L D – J A R E D T O B A – L A U R E N S A N D E R S
THE TEAM

3. PRE-CAMPAIGN ANALYSIS
• Strengths
• Quality Product
• Locally Grown
• Weaknesses
• Survey Results
• Opportunities
• New Campaign Tactics
• Areas for Growth
• Threats
• Competitors

4. A
U
D
I
E
N
C
E
• Secondary
Audience:
• Tourists of the
primary communities
• Residents of the
state of Idaho
• Primary Audience:
• Communities of
Clarkston, Moscow,
Pullman, Orofino,
Lewiston, Kendrick
and Juliaetta
• Mid-twenties to mid-
to-late thirties

5. GATHERING FURTHER RESEARCH
Online Research
• Age
• Connection to
University of Idaho
• Preferred alcoholic
beverage
• Willingness to travel for
meal
• Frequency of drinking
wine
• Why drink wine
• Preferred cost of a
bottle of wine
• Importance of locally
grown wine
• Effectiveness of
campaign tactics
• Recognition of Colter’s
Creek

6. WHO PARTICIPATED
• 88.89% University of
Idaho Students
• 3.03% University of
Idaho Staff Members
• 2.02% University of
Idaho Faculty Members
• 7.07% University of
Idaho Alumni
18 – 66 Years Old

7. R
E
S
U
L
T
S

8. W I L L I N G N E S S T O T R A V E L
RESULTS

9. RESULTS

10. RESULTS

11. RESULTS

12. REACHING OUR AUDIENCE

13. REACHING OUR AUDIENCE

14. CAMPAIGN OBJECTIVES
• Increase awareness of Colter’s
Creek’s products and services
• Increase the number of
regional customers
• Increase acceptance of local
and regional audiences
• Maintain local positive attitudes
• Increase action of tourists and
locals in northern Idaho

15. C A M P A I G N S T R A T E G Y
LOCAL VINES, LOCAL WINES

16. LOCAL VINES, LOCAL WINES
• Campaign Goal:
• Prime Communications’ goal is to
provide Colter’s Creek with a campaign
that will increase the Colter’s Creek’s
audience in preparation for when the
vineyard and winery for when it
receives its AVA license in 2015.

17. REBRANDING
• Renewed Website
• Redesigned Label

18. WEBSITE TOUR
• At this time Prime Communications shared a short
video for the Colter’s Creek Vineyard and Winery
webpage and social media accounts.
• The footage of this video is too large to include in
this presentation. Thank you for your understanding.

19. SOCIAL MEDIA CAMPAIGN

20. S O C I A L M E D I A C A M P A I G N
INSTAGRAM
• We’re getting
ready to pick our
first #Chardonnay
grapes of the
season! What is
your favorite
#colterscreek
wine? Tag and
share with us your
picture and be
entered to be this
week’s
#weeklywinewinn
er and win a free
bottle on us!
• We love the sound
of a newly corked
wine. Tag and
share with us your
favorite thing
about a bottle of
#colterscreek
wine and be
entered to be this
week’s
#weeklywinewinn
er and win a free
bottle on us!

21. S O C I A L M E D I A C A M P A I G N
TWITTER
• Did you know that women that drink wine get drunk faster than men that
drink wine? http://www.wiine.me/10-amazing-facts-about-wine/
• Ever wonder how you can open a bottle of wine without a corkscrew?
http://www.wikihow.com/Open-a-Wine-Bottle-Without-a-Corkscrew
• We just picked our first batch of locally grown grapes to make our great
Syrah #localvines #localwines

22. S O C I A L M E D I A C A M P A I G N
FACEBOOK
• We’re proud to craft a wine from grapes all
locally grown in Idaho! Visit our tasting room
or email us at contact@colterscreek.com to
send a gift box and share a gift from the
Gem State!
• Stop by the President’s tent on the Sprint Turf
this weekend and try a glass of locally
crafted wine from local grapes. Here’s a list
of our wines,
http://colterscreek.orderport.net/wines/
• We’re excited to announce our recognition
as the newest American Viticultural Area.
Look for updates within the next month for
special events and contests to win special
edition wines!

23. COMMUNITY EVENTS
• Blackberry Festival • Berry Picking • Date Night
• Internship Opportunity • Winetasting

24. ADVERTISEMENTS

25. COUPON PROMOTIONS
• One free glass of wine with a menu item purchase
• Two dollars off a refillable Colter’s Creek bottle
• Buy 12 bottles and receive a 10% case discount

26. CAMPAIGN BUDGET
$800
$12,000
$4,000
$490
Social Media Advertisment Community Events Coupons
$17,290

27. T
I
M
E
L
I
N
E

28. TIMELINE