The marketing plan aims to increase revenue and events at Kannah Creek Edgewater Brewery from November to March through various winter-themed events. These include a SnowSlay event with skiing/snowboarding on an artificial slope and rail features during happy hour. A ski and gear swap event would allow buying and selling of winter gear. A "Beer Card" punch card program offers student discounts on pints to encourage repeat visits. The plan will be evaluated through sales analysis, market share analysis, and customer satisfaction metrics to ensure the goals are met in a profitable way.

1. Edgewater Marketing Plan
Kannah Creek Edgewater Brewery
Marketingfor winter months, Eventsand SocialGatherings
Authors:
Duncan Alger, Lauren Bush, Laruen Elliott, Courtney McGinnis

2. SituationalAnalysis

3. There are two main
factors when it comes
to the situational
analysis
Internal Enviornment
 Meaning what internal factors
are harming the business and
what internal factors are
proving successful for this
company.
 Event Based (Pro)
 Lawn Space (Pro)
 Brew House (Pro)
 Small Indoor space (Con)
 Specialty Menu (Pro)
 Inivative/original Product
(pro)
External Enviornment
 External factors focus on what
Kannah’s main competitors
are and what external factors
are helping them, such as
location, brand name and so
forth.
 Location (Pro/Con)
 Brand Name (Pro)
 Competitors (Pro/Con)
 Price (on the higher end)
(Con)
 Promotion/advertising
(Pro/Con)
 Place (Pro)

4. The five main
aspects of the
analysis
1.Our competition,
2. The political forum of the geographical area,
3. Economical factors
4. Social cultural vision of our product
5. Technological view of our market.

5. SWOTAnalysis

6. Strengths
Strengths
 Patio/grass space
 Different than other Kannah
 Can host a wide variety of events
 Brew house
 Indoor bar
 Outdoor stage
 Kannah brand name
 Marketing for events
 Event schedule

7. Weaknesses
 Location
 Not a strong college influence
 Shuttle system for college
students or mav rides
(Thursday-Saturday)
 Cater to a different age
demographic
 Not large indoor space

8. Opportunities
Opportunities
 Could have more frequented event
eg: live music once a week, student
deals, family events.
 Could have events hosted by
college (offer discount)
 Cater events at college use
Edgewater name
 Market more on campus (have
campus rep)
 Punch cards for college kids
 Involved in pub night
 Do something like CD does with
flip night
 Team up with other locations do a
world beer tour or pub
crawl/discount theme
 More deals
 Student saver

9. Threats
Threats
 Other bars in town
 Cheaper prices
 Different menu at other
Kannah
 Far from campus
 Other venues in town with
catering businesses
 Pub night
 Concerts
 Places that offer live music

10. Goals &Strategies
By Lauren Bush

11. This would be a
good picture for
an exampleof
the snow slay,
this is what left
hand brewing
company in
Longmont does
every winter.

12. Marketing
Implementation Plan
By Courtney

13. MainGoal:
Increaserevenue,
sales, andnumberof
events from
November-March
 Event #1: SnowSlay
 Mini Jump
 Grind rail
Time: 3pm-6pm (Happy Hour)
What: $3 beer, $5 off
merchandise
 Jump, Ski,Watch, Enjoy
*Waivers signed at the door!
Promoting:
 Flyers (On campus/The Point)
 Kannah Creek
 Social media, word of mouth
 Event #2: Ski and Gear Swap
 Skis, Boots, HikingGear,
you name it!
What:Tables will be set up
around the borders of the
lawn
 Bring your gear
 Swap your gear
 Buy new gear
 Enjoy a craft beer or two
Promoting:
 Connections with Outdoor
Program
 Ski Classes
 Outdoor retail

14.  Event #3: Beer Card
 “Kannah Creek Student
Pass”
 “Student’s Frequent
Drinker Card”
Time: After 9p.m.
Days: Every day
What: Any pint for $3, after 9
purchases, 10th is free
 Continues with 20th
 30th purchase a Edgewater
pint glass is rewarded
 After final purchase, card
continues to offer 10%
discount on beers and well
liquors
Promoting:
 Campus
 School events
 KannahCreek
 Social Media
 Word of mouth

15. Evaluation andControls
By Lauren Elliott

16. AnnualControl
 Five tools used to monitor plan performance:
1. Sales Analysis
2. Market-share Analysis
3. Expense-to-SalesAnalysis
4. Financial Analysis
5. Customer Satisfication

17. Profitability
Control &
Efficiency
Control
 ProfitabilityControl:
 Demonstrates the relative
profit-earning capacity of a
company’s different
products and consumer
groups.
 Efficiency Control:
 Involves micro-level
analysis of the various
elements of the marketing
mix.
 Including sales force,
advertising, sales
promotion, and
distribution.

18. Strategic
Control
 Allows managers to evaluate a company’s marketing program
from a critical long-term perspective.
 Involves a detailed and objective analysis of a company’s
organization.
 Its ability to maximize its strengths and market opportunities.

19. Marketing
Audit
 The raw material for the strategic control.
 Periodically makes sure that the marketing plan emphasizes the
company.

20. Evaluation  This step focuses on analyzing quantitative and qualitative metrics
associated with the implementation and strategy.

21. Summary
By Lauren Elliott

22. Sum it all up!
 Location, location, location
 SnowSlay
 How students can help out