2. Who are they?
Shorts Brewing Company
Opened doors in 2004 in
small northern Michigan
town of Bellaire.
Focused on regional sales,
specifically to Michigan.
Take pride in their “hands
on, Mom and Pop approach”
3. Who to target?
Young beer drinkers
Specifically 21-35 year olds
Brew pub to feature a family
setting during day and
casual adult atmosphere at
night
4. The Big Idea
How to make Shorts reach its company goal
“Strong volume growth in Michigan”
Very true to the state of Michigan and doesn’t see
any need to leave yet.
Wants people to find the beauty of northern
Michigan
Promote settings of what its like to drink beer
in northern Michigan and rest of state
“PureMichigan” success
Relaxation
The good life
5. Tools and Tactics
Blogging
Invitebeer industry bloggers to private tasting
sessions where they can provide insight to
followers.
Instagram
Create an account that allows users to follow and
get an inside look of operation.
Hold photo contests to keep them engaged
Such as, first one to get a picture of a shorts beer on
five northern Michigan lakes gets free merchandise.
6. Tools and Tactics (cont.)
Twitter
Would allow for constant updates to
followers, including when new beers would be
released.
Create buzz and customer engagement
Pandora
Create a station through Pandora that allows users to
listen to artists who performed at the brew pub and
the companies favorite hits.
LinkedIn
Allow for growth within the professional society.
Creates a gateway for new investors and
professionals looking to connect.
7. Tools and Tactics (cont.)
Promotional Events
Shorts to Shorts Kayak Paddle
Kayak race from Bellaire to Elk Rapids by kayak
Event after where beer is provided
Bluegrass, Blues, Bourbon and Beer Festival
Event put on by Shorts and Pearles
Allows fans to get hands on interaction rather than social
media
Mobile App
More user friendly than mobile website
Would allow for users to craft their own beer
Best recipe gets a beer named/made after them in the
brewpub for a month
8. Television and Radio
This is where ad agency makes most sense.
Would be responsible for making TV and radio
ads.
Mostly filmed in northern Michigan, Grand
Rapids, Southeastern Michigan.
Lakes, woods, Detroit, outdoor activities but all
connected to drinking a cold one while/ after
doing these events.
9. Key Performance Indicators
Amount of followers on Twitter, Instagram and
LinkedIn
Hope to accomplish more sales in Southeast
Michigan and Grand Rapids area
Bigmarkets and northern Michigan market is
pretty loyal
Release TV and radio spots in January
Would
then be able to see success during
summer months when tourism is high
Through brewpub visits and store purchases
10. Budget
$200 an hour towards agency work
Would hire a full time social media employee
to cut outside costs.
Breakdown
$500,000 for media outlets bought
$350,000 Paid search advertising
$100,000 for online banner ads
$100,000 for print
TOTAL COST- $1,000,000-1,500,000
Notes de l'éditeur
Talk about the struggles they had in their beginning stages of forming and how that time has influenced them to be the company they are today. Thankful for the investors that came through and believed in them.
The target audience for Shorts Brewery is a very serious issue to think about. Obviously you want everyone who is 21 years and up but specifically I believe that the best target to try to reach would be 21-35 year olds. These are people that are most likely to be using digital media and also most young adults are interested in the micro brew scene as it is a relatively new concept. For years, wine tasting was a big thing but that has sort of been pushed aside by craft breweries. The other thing that is important to remember though is that we want our consumers to feel that Shorts is a place they can take their family for dinner. Since they have a brewpub in addition to their brewery, it is very important that all ages feel welcomed.
Talk about what I think the big idea should be considering what Shorts wants to see, which is strong volume growth in Michigan.Pure Michigan succes- The commercials bring people back to a time and place and makes them want to relive that moment, the memories capture their attention rather than the beer itself.
Short’s can connect with users through blogging and instagram by taking detailed pictures and doing write ups on the brewing process. The blogging platform will allow Short’s to connect with the micro brewing community. It will allow users to connect with people at Short’s and ask questions if needed. Not only will the blog be informational it will spark interest in users, ultimately bringing them to the tap room, or buying a Short’s product at the store. Instagram is a photo sharing platform used by photo enthusiasts. Instagram will enable people to get a glimpse of the brewing process through real time photos, and also allow people to comment and connect with the Short’s staff. Pinterest is another blogging type platform and it is quickly growing, giving Short’s a great opportunity to be involved in the hype. Pinterest will allow users to “pin” photo’s they find enjoyable to their board. Similar to Instagram, users can posts pictures of them enjoying a brew with friends or of a visit to the brewery, which can only increase customer awareness. Having a presence alone on these different platforms is an excellent resource for free publicity.
In terms of budget, it is going to be a pretty lengthy and time consuming project, which means it, is going to cost a lot of money. The thing that I want to stress though is that I don’t want to drop a “social media” bomb on Shorts consumers because it might be too much for them to handle. I would rather do it over a long period of time and let them get acquainted with it slowly. Knowing this, it is still going to cost a lot of money but it will be stretched out in smaller payments. I am projecting that to buy the media outlets that I would like to advertise on it would cost $500,000 dollars since shorts is a Michigan company and I wouldn’t have any national advertisements out. In addition I would project another $350,000 for paid search marketing, $100,000 for online banner ads and $100,000 on print. In total I would project around $1,000,000 dollars in total for this campaign.