VIRGINIA IS FOR WINE LOVERS!

Campaign Presentation for the Virginia Wine Board

Amber Hallquist

Tim Scully

Troy Bauer

Troy Fredrick

Laura Bergen

BACKGROUND INFORMATION

• Wine Tourism Service

• Based in Richmond, Virginia

• Promotes Virginia Wine & Wine Tourism

• Focuses on 130 different wineries

•Promotes interest & education of wine

STRENGTHS & WEAKNESSES

• STRENGTHS:

• Only Virginia Wine Service

• 130 different wineries

• Current Promotions

• WEAKNESSES:

• Strong Competition (California Wine)

• Relatively Unknown

OPPORTUNITIES & THREATS

• OPPORTUNITIES:

• Capitalize on the health benefits of wine

• Appeal to growing pop of young consumers

• Virginia Tourism (Theme Parks, etc.)

• THREATS:

• Poor Economy & Gas Prices

• Huge saturation of wines

TARGET AUDIENCE

• Target Audience 1: 32-65 Years Old

• College Educated, Wine Connoisseurs• Mid – Upper Income• Enjoys the Arts, Good Food, and Gourmet Products• 50 – 64 Market Consume 30% of wine

• Target Audience 2: 23-32 Years Old

• College Educated, Upper Class• Alcohol Consumers• Computer & Internet “Savvy”

• Fact: These Targets Dine Out Often

MARKET

ONE TO ONE MARKETING

• Direct Mailings

• Sent to visitors of wineries

• Sent to 5,000 customers

• Achieve a 30% response rate (1,500)

• 53.4% return on investment

ONE TO ONE EXAMPLE

WEBSITE MARKETING

• Online Label Design Contest

• Label will be featured on a select wine

• Offered a free case of wine for winning

• Must create a Username & Login

• Consumer Personalization

• Check off wineries they’ve visited

• Rank wineries

• Receive special offers and discounts

• Website Features

• Locate Wineries, History, News

SALES PROMOTION

• Wine Tastings

• Run Promotions in early summer months

• Instant $2.00 coupons

• Used in conjunction with one-to-one

PUBLIC RELATIONS

• Highlight award winning wines through PR

• Advertise in Print Magazines that feature Virginia Wine

• Relay benefits of Virginia Made Wine

• Charitable Efforts

• Support of Local Farmers & Wineries

• Focus on Green Friendly Initiatives

IMC EXAMPLES - TELEVISION

• Food Network

• Travel Channel

• 30 Second Spots

• Assumption: Production Costs

• March – June, Bi Weekly

• 1-800 Number to Request Guide

IMC EXAMPLES - TELEVISION

IMC EXAMPLES - PRINT

• Virginia Wind Magazine

• Food & Wine Magazine (Northeast Regional)

• Travel Magazine (Northeast Regional)

• Full Color, 1 Page Ads

• April, May, June, July

IMC EXAMPLES - RESTAURANTS

• Specialty 4 Star Restaurants

• Encourage Trial of Virginia Made Wines

• Special Signage, Menu Items & Napkins

• Relay “Virginia is for Wine Lovers”

• Runs all year long

IMC EXAMPLES - RESTAURANTS

IMC EXAMPLES - RADIO

• WTVR 98.1FM Adult Contemporary

• WARV 100.1FM Adult Hits

• Relay benefits of Wine Travel

• Virginia is for Wine Lovers Slogan

• Website for more Information

• March – September

IMC EXAMPLES - INTERNET

• Google AdWords (Smart Search)

• Allows for $.60 per click through

• Yellow Pages Online

• 125,000,000 Search Monthly

• Banner Ads would appear

• Travel + Virginia

• February – August

IMC EXAMPLES - INTERNET

VIRGINIA WINE GUIDE COVER

BUDGET NOTES

• Results would be measured by website

• Based on # of clicks to Wine Board Site

• Based on # of brochure & guide requests

• Highest CPM:

• $52.31 – Television, Food Network

• Lowest CPM:

• $19.31 – Radio, WARV

• Average CPM:

• $28.32 – All Media Vehicles

AD BUDGET ALLOCATIONS

Television 22%

Radio 20%

Print 13%

Restaurant 15%

Outdoor 5%

Internet 25%

WHY THIS WORKS

• RIGHT TARGET

• RIGHT VEHICLES

• RIGHT COST

• RIGHT ADS

• RIGHT MEDIA

FOR THE RIGHT COMPANY