B L U E M O O N

A D V E R T I S I N G P L A N

# A R T F U L LY C R A F T E D

Q U E S T I O N S - @ S A M C H E E M A 2 1

2

3

• M A R K E T I N G O B J E C T I V E S - I N T E R N A T I O N A L E X P A N S I O N - U N D E R P I N T H E E X I S T I N G S T R O N G B R A N D I M A G E - C R E A T E B R A N D L O Y A L I S T S - I N C R E A S E A W A R E N E S S

• A D V E R T I S I N G O B J E C T I V E S - S M A L L U N I Q U E W A Y S O F P R O M O T I N G T H E B R A N D T H R O U G H S O C I A L C H A N N E L S - M A I N T A I N T H E A R T F U L LY C R A F T E D M E S S A G I N G

• - D R I V E M E S S A G I N G T O W A R D S 1 8 - 3 5 Y E A R O L D B R A C K E T I N G E N E R A L LY M I D D L E C L A S S A R E A S .

• - K N O W L E D G E T R A I N I N G .

O R G A N I S A T I O N A L O B J E C T I V E S

4

J A C K , 2 8 Y E A R S O L D , L I V I N G I N T H E S U B U R B S O R O U T E R R E G I O N S O F A L A R G E C I T Y. H E W O R K S W I T H I N T H E C I T Y D U R I N G T H E W E E K I N A J O B T H A T I N V O L V E S A C R E A T I V E F L A R E . A S A R E S U LT O F G R A D U A T I N G C O L L E G E H E N O W U S E S H I S D R I N K I N G E X P E R I E N C E S T O T R Y S O M E T H I N G D I F F E R E N T A N D O N LY H A S O N E -T H R E E D R I N K S O N A R E G U L A R E V E N I N G W H E N S O C I A L I S I N G . I N T H E S U M M E R H E P R E F E R S F R U I T E R B E E R S O R C I D E R S W H E N T R A V E L I N G W I T H F R I E N D S .

P E N P R O F I L E T A R G E T I N G

5

B L U E M O O N P O S I T I O N S T H E M S E L V E S A S A C R A F T B E E R . H O W E V E R , A S W E H A V E S E E N E A R L I E R T H E R E I S A G R E Y M A T T E R O V E R T H I S S T I P U L A T I O N A N D I T I S O N E T H A T B L U E M O O N H A S W I T H D R A W N F R O M T H E I R P R O M O T I O N A L A T T R I B U T E S . T H I S L O N G L A S T I N G L O N G E V I T Y A N D I M A G E O F T H E B R A N D H A S H O W E V E R S T U C K W I T H C O N S U M E R S A N D I T I S P E R C E I V E D A S C R A F T B E E R W I T H I N T H E C O N S U M E R M A R K E T. B L U E M O O N H A V E B E E N A B L E T O C A P T I V A T E T H E C R E A T I V E M A R K E T W I T H A C T I V A T I O N C A M P A I G N S A N D U T I L I S I N G T H E A R T F U L LY C R A F T E D T A G L I N E T O P O S I T I O N T H E M S E L V E S I N T H E A R T C I R C L E S .

P O S I T I O N I N G

6

C R E A T I V E B R I E F

7

‘ Y O U D O N ’ T H A V E T O B E A N A R T I S T T O B E A N A R T I S T ’

• B A C K G R O U N D : - C E L E B R A T I N G 2 0 Y E A R S O F M A S T E R B R E W I N G A N D S H O W C A S I N G T H E I M A G I N A T I V E A N D C R E A T I V I T Y O F C R A F T B E E R .

• O B J E C T I V E : - T O E N G A G E A N D H U M O U R A U D I E N C E S C R E A T I N G A A N A L L I N C L U S I V E C A M P A I G N

• T A R G E T : - 1 8 - 3 5 Y E A R O L D S W H O A R E L O Y A L E X P E R I M E N T E R S . T H E Y E N J O Y S O C I A L O C C A S I O N S A N D D O I N G T H I N G S D I F F E R E N T LY Q U A L I T Y > P R I C E

• E X E C U T I O N A L R E Q U I R E M E N T S : - S O C I A L T E A M & C R E A T I V E

• B R A N D V O I C E : - A C O M M U N I T Y O F F U N E N G A G I N G C O N T E N T A B O U T A L L T H I N G S C R A F T B E E R

• D E S I R E D R E S P O N S E / R E A C H : - I N C R E A S E I N S O C I A L F O L L O W S A N D T H E G O T O P L A T F O R M F O R D A I LY C O N T E N T

C R E A T I V E B R I E F

8

C O P Y E X A M P L E S

9

# A R T F U L LY C R A F T E D - H A S H T A G

Y O U D O N ’ T H A V E T O B E A N A R T I S T T O B E A N A R T I S T - D O O H S L O G A N S

B M B E E R C A N T O S S - S O C I A L C A M P A I G N F O R S U P E R B O W L C O N T E S T

M E D I A S T R A T E G Y

1 0

• S O C I A L C H A N N E L S T O T A R G E T A U D I E N C E A N D T O

E N G A G E I N T W O W A Y C O M M U N I C A T I O N

• M O V E A W A Y F R O M T R A D I T I O N A L A N D U N D E R P I N

H U M O U R A N D C A L L T O A C T I O N S

• C O N N E C T W I T H 1 8 - 3 5 Y E A R O L D S T H R O U G H 3 7 D A Y S O F

B E E R H O L I D A Y S

M E D I A P L A N

1 1

DATE HOLIDAY

SATURDAY JANUARY 24 BEER CAN APPRECIATION DAYSUNDAY FEBRURARY 1 SUPER BOWL TUESDAY FEBRURAY 17 MARDI GRAS

SATURDAY MARCH 8 INTERNATIONAL WOMEN COLLABORATION BREW DAYTUESDAY MARCH 17 ST. PATRICK’S DAYFRIDAY MARCH 20 ROBERT PORTNER’S 178TH BIRTHDAYFRIDAY MARCH 27 MICHAEL JACKSON’S BIRTHDAY

SUNDAY APRIL 5 MLB OPENING DAYTUESDAY APRIL 7 NATIONAL BEER DAY

SATURDAY APRIL 11 KING GRAMBRINUS DAYTUESDAY APRIL 14 CRAFT BREWERS CONFERENCE

SUNDAY MAY 3 NATIONAL HOME-BREW DAYTUESDAY MAY 5 CINCO DE MAYOSUNDAY MAY 10 TAKE MOM OUT FOR A BEERMONDAY MAY 11 AMERICAN CRAFT BEER WEEKMONDAY MAY 25 MEMORIAL DAY

FRIDAY JUNE 5 AMERICAN CRAFT BEER & FOOD EXPERIENCETHURSDAY JUNE 11 NATIONAL HOME BREWERS CONFERENCE

SUNDAY JUNE 21 BUY DAD A BEER DAYSATURDAY JULY 4 INDEPENDENCE DAY

SATURDAY JULY 18 ST. ARNOLD’S DAY

M E D I A P L A N

1 2

DATE HOLIDAY

AUGUST VIRGINIA CRAFT BEER MONTH

FRIDAY AUGUST 7 INDIAN PALE ALE DAY

MONDAY SEPTEMBER 7 LABOR DAY

SATURDAY SEPTEMBER 12 SOUR BEER DAY

SATURDAY SEPTEMBER 19 OKTOBERFEST

THURSDAY SEPTEMBER 24 GREAT AMERICAN BEER FESTIVAL

MONDAY SEPTEMBER 28 DRINK BEER DAY

WEDNESDAY OCTOBER 14 DAY HOMEBREWING LEGALISED

TUESDAY OCTOBER 27 AMERICAN BEER DAY

SATURDAY NOVEMBER 7 LEARN TO HOMEBREW DAY

SUNDAY NOVEMBER 8 INTERNATIONAL STOUT DAY

SATURDAY DECEMBER 5 REPEAL DAY

THURSDAY DECEMBER 10 FESTIVAL

WEDNESDAY DECEMBER 23 LOUIS PASTEURS BIRTHDAY

SUNDAY DECEMBER 27 FESTIVAL

THURSDAY DECEMBER 31 NEW BEER’S EVE

• 1 . 1 M F O L L O W E R S O N F A C E B O O K ( A S O F N O V E L B E R 2 0 1 5 )

• Y O U T U B E V I D E O S I N H I G H LY D E N S E C O N S T R I C T E D T A R G E T M A R K E T W I T H A C C O U N T S R E A C H I N G 2 M V I E W E R S + R E G U L A R LY

• T W I T T E R - F R O M S C R A T C H L E V E R A G I N G P A I D F O R P R O M O T I O N A N D H I - J A C K I N G E V E R Y D A Y E V E N T S

• D O O H - P L A C E M E N T I N M E T R O P O L I T A N A R E A S W H E R E H I G H F O O T V O L U M E - N E A R B A R S

R E A C H

1 3

• $ 1 0 M O V E R A L L A D V E R T I S I N G S P E N D

• $ 4 M S O C I A C H A N N E L S

• $ 4 M T R A D I T I O N A L ( Y O U T U B E ) - S P I K E F O R 4 D A Y S O V E R 4 K E Y E V E N T S

• $ 2 M D I G I T A L O U T O F H O M E ( D O O H )

C O S T I N G

1 4

• S A L E S

• S H A R E S

• E N G A G E M E N T S

• V I R A L A S P E C T

• T W I T T E R C R E A T I O N A N D A W A R E N E S S O F B R A N D B E C O M I N G A H O U S E H O L D N A M E

E V A L U A T I O N

1 5

C R E A T I V E

1 6

• H I J A C K I N G T H E 3 7 ‘ B E E R H O L I D A Y S ’

• C O N S T A N T 7 D A Y A W E E K C U R A T I O N & C R E A T I O N O F C O N T E N T

• F A C E B O O K P U S H A D S P E N D

• S N A P C H A T S P O N S O R E D E V E N T S 1 P E R Y E A R

• @ T H E L O N E LY B E E R - P E R S O N I F I E D T W I T T E R A C C O U N T

1 7

1 8

1 9

• 3 0 S S P O T F O R N A T I O N A L B E E R D A Y ( Y O U T U B E )

• M I D D L E - C L A S S P R E P Y L O O K I N G M A L E W O R K I N G I N A N O F F I C E A L L D A Y. T H E A D S H O W S H E I S T I R E D A N D W O R K I S S T R E S S I N G H I M O U T. H E L E A V E S W O R K L A T E A N D L O O K S U P T O S E E A B L U E M O O N I N T H E S K Y - A L O N G C O M E S A F L A S H M O B G I V I N G H I M T W O C R A T E S O F B L U E M O O N T O E N J O Y A N D M A K I N G H I S D A Y B E T T E R S L O G A N : F O R W H E N Y O U N E E D A L I T T L E A R T

S T O R Y B O A R D

2 0

• U T I L I S I N G T H E 3 7 B E E R H O L I D A Y S A N D C R E A T I N G C O N T E N T A N D G E N E R A T I N G C O N T E N T S

• C R E A T I N G A N D C U R A T I N G C O N T E N T P O S T S T H A T E N G A G E C O N S U M E R S

• 7 D A Y S A W E E K ( F U L L T I M E T E A M )

• S N A P C H A T S U P E R B O W L S P O N S O R E D - C O N T E S T V I A S O C I A L : B L U E M O O N B E E R C A N T H R O W

• S P I K E S A N D C O N S T A N T E X P E N D I T U R E

# S O C I A L

2 1

• T E X T B O O K : S H I M P, T . , & A N D R E W S , J . ( 2 0 1 3 ) . A D V E R T I S I N G , P R O M O T I O N , A N D O T H E R A S P E C T S O F I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S ( 9 T H E D . ) . M A S O N , O H I O : S O U T H - W E S T E R N C E N G A G E L E A R N I N G .

C I T A T I O N S

2 2

2 3

“ Q U E S T I O N S A R E N E V E R I N D I S C R E E T,

A N S W E R S S O M E T I M E S A R E ” - O S C A R W I L D E