CREATURE COMPADRES

ALIX PIERSON, HANNAH KITCHEN, ROBERT STOLZ,

OLIVIA KLEINMAN, AYDA NIKNEJAD, PAIGE SMITH

BRAND OVERVIEW

MISSION STATEMENT:

To build an industry respected, consumer loved, and commercially successful craft brewery that inspires people to pursue their passion

BIBO TROPICALIARECLAIMED

RYE ATHENA

+ LIMITED EDITION & SEASONAL BEERS

$14+ TOURS

GLASS + 16OZ BEER + TOUR

ISSUE:

STRONG SOCIAL MEDIA PRESENCE

EVENTS AT OR WITH THE BREWERY

They have strong brand awareness locally, but once they acquire more money to expand, they will not be known in other locations. We selected this company to enhance their current marketing strategies and

build brand awareness in Savannah, Georgia.

INTERVIEW OVERVIEW

• Company Background• Strengths: Q3P- Pride themselves in the quality of their beer, strong brand image

with loyal customer base

• Weaknesses: Not able to sell beer because of GA legislation, the demand for their beer is too high, cannot currently keep up

• Past Marketing Efforts: Social media (32k Instagram followers), Industry night and other beer events- some successful, some not

• Key Segments to Target: everyone over the age of 21 segmented by archetype

• Company Goals:• Short Term: Gain more participation in events, Keep up with the high demand for

their beer

• Long Term: Add brewing locations, Create a business structure and organization within the company

SHANNON VINSONFIELD & SOCIAL MARKETING MANAGER

COMMUNICATIONS RESEARCH:IN-DEPTH INTERVIEW

• 70% of interviewers said they would purchase Creature Comforts over competitors

• Those who love the brand mentioned unique quality, good taste, and location as reasons they prefer the beer

• Those who didn’t, mentioned no diversity and feel as if they cans are too feminine

• Factors contributing a strong brand presence include: seeing Creature Comforts on social media more often than competitors, great location, and going to the brewery for the experience

“Creature Comforts is THE Athens beer”

“You know it won’t disappoint”

SECONDARY RESEARCH

25 5936

4,817,950 people ages:

median

5 Major Colleges in Savannah + Other Satellite Campuses

7,258,757 people ages 21 and over

6

TARGET MARKET

BALANCEDCREATIVE PROFESSIONAL AUTHENTIC

”Adjust to your day”30 Years Old

Self-Confident Business Woman

”Uncomplicate your day”45 Years Old

Hardworking Business Man

”Celebrate the moment!”22 Years Old

SCAD Student Who Loves Art

”Reclaim the Ordinary”35 Years Old

Authentic Handyman

COMPETITORS

1-5

Location None West of Downtown

Downtown Savannah

Just Outside of Downtown

N/A

Price per Tour $14 $15 N/A $12 $12

CustomerRating

4.8 Stars 4.4 Stars 3.6 Stars 4.7 Stars 4.7 Stars

Instagram Followers

33.6k 5.4k 1.1k 6.9k 39.8k

Number of Beers (YearRound)

4 3 5 5 7

Differentiation Inspiring a passion

First Brewery in Savannah

Haunted / Alsoa Restaurant

Honoring Veterans

Environmental Awareness

1-5

PRODUCT / BRAND POSITIONING

Positioning by Product User

Bibo Tropicalia Reclaimed Rye Athena

Overall Brand: Crave Curiosity,

Inspired by Passion

BALANCED CREATIVEPROFESSIONAL AUTHENTIC

MARKETING COMMUNICATIONS OBJECTIVE

Use social media to develop brand archetypes and build brand awareness in the new market of Savannah, GA

• Using hashtags

• #CreaturesofSavannah, #FindYourInnerCreature, #IAm_____ (Beer Archetype)

• Compare Savannah to Athens and look at similarities and differences

• Focus on storytelling

BUDGET

• Identifies communication objectives during the year and then calculates the cost of each objective

• Build a budget around increasing brand awareness on Instagram in Savannah• Allocate money to an outside agency to help with social media and graphics

• Consult a local beer connoisseur to gain insights on the Savannah market

OBJECTIVE AND TASK

IMC COMPONENTS

Advertising Goals

Media Selection Tagline Consistency

PositioningCampaign Duration Summary Closing

Build brand awareness

Social networks /Understand habits of

target market

”Find Your Inner Creature”

Same graphic elements, different

beers

Position individual beers for different

personalities

4 MonthsUncover your passion,

find happiness, and enjoy the Creature

Comforts of life

What’s YOUR inner creature?

CREATIVE BRIEF

MEASURES OF SUCCESS

• Track hashtags through social media platforms

• Measure the number of new website visitors from Savannah through Google Analytics

• Success:

• Over 100 uses of the hashtags on various social media platforms

• Increasing website traffic by 5% through Savannah based users

#CreaturesofSavannah #FindYourInnerCreature #IAm_____

SUMMARY

• Purpose:

• Use social media to develop brand archetypes and build brand awareness in the new market of Savannah, Georgia

• Conclusion:

• We are looking to use hashtags focused on the different beer archetypes to be able to both reach people in the Savannah area and help them to gain knowledge and liking of the Creature Comforts brand

Find Your Inner Creature

BIBLIOGRAPHY

1. http://www.creaturecomfortsbeer.com

2. http://terrapinbeer.com

3. http://southboundbrewingco.com/southbound/the-crew

4. http://servicebrewing.com

5. http://wordpress.moonriverbrewing.com

6. http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_15_1YR_S1401&prodType=table