FINAL FLYING DOG BOOK!

Running head: FINAL CAMPAIGN BOOK: FLYING DOG BREWERY 1

Final Campaign Book:

Flying Dog Brewery

Samantha Idelson, Claire Cianos, Jeremy Bragg, Katie Winegar

Towson University

FINAL CAMPAIGN BOOK: FLYING DOG BREWERY 2

Part I: Introduction

An Overview of the Campaign

Flying Dog Brewery, a craft beer company based in Frederick, MD, will be introducing

Flyingdogmusic.com. With Flying Dog Music, the brewery hopes to strengthen their

commitment in supporting local creativity. With this campaign, we hope to spread the awareness

of Flying Dog brewery and continue to position the brewery as a leading local sponsor,

supporter, and presenter of the Arts. With this campaign, Flying Dog will host summer session

events to promote specific local bands and of course their beer. The campaign will consist of

three events over the summer months of June, July, and August. We hope that this campaign will

promote Flying Dog as an advocate of local creativity, and inspire those who live in the greater

Baltimore area to buy Flying Dog beer while supporting the local arts.

Team Members

In order to implement this campaign, our team will consist of four members, Katie

Winegar, Jeremy Bragg, Clair Cianos, and Samantha Idelson.

Katie Winegar is a 21-year-old female that will graduate from Towson University in the

fall of 2013 with a bachelor’s degree in Mass Communication with a focus is public relations and

advertising. For the last year and a half, Katie has been working with the public relations

company that helps Flying Dog Brewery with all of its events and publicity. This makes Katie a

valuable asset to the team in gathering internal documents from Flying Dog Brewery.

Jeremy Bragg is a 25-year-old who lives in Federal Hill, Maryland. He is currently a

senior at Towson University, and will graduate in the fall of 2013. He has a combined major in

Pilitcal Science and Mass Communication with a focus in public relations. Jeremy has bar-

tended at the An Potin Stil for the last four years and has recently accepted the job as Director of


Special Services for PBI Restoration. With his personal experience as a bartender, Jeremy has

key insights on the demographic we hope to target with this campaign book.

Claire Cianos is a 24-year-old who lives in Canton, Maryland and is graduating from

Towson University in the fall of 2013. Upon her graduation she will have obtained a bachelor’s

degree in Mass Communication with a track in public relations and integrated communication.

She is currently an intern at the Maryland Institute College of Art and has worked with the

College of Notre Dame of Maryland in the past two years. This experience will help with the

networking and communication aspects needed to reach our target audience for this campaign.

Samantha Idelson is currently wrapping up her senior year at Towson University. She

will receive a bachelor’s degree in Mass Communication with a dual focus on advertising and

public relations and a minor in Electronic Media and Film. Samantha has experience working on

the production of commercials as well as retail sales and visual merchandising. After graduation

she will be heading south to work on the production of the film, Una Vida, in New Orleans.

Samantha’s advertising and media experience will aid in the creative development and

implementation of various strategies used in this campaign.

History and Mission Statement

The long journey and story of Flying Dog begins in the mountains of Raul Pindi,

Pakistan. Our founder, George Stranahan, along with 11 other misfits, a Sherpa, and a donkey,

began their trek to the summit of K2, also known as the “Savage Mountain”. Not only is K2 the

second highest mountain in the world, it is also one of the most deadly. It is said that for every

four people who have reached the top, one has died, however that did not stop the “March of

Innocence.” While facing this grueling 35-day trip, George’s main complaint was the on the

seventeenth day, they “totally ran out of booze.” After their successful summit, the “Innocents”


celebrated their triumphant back in Pindi at the Hotel Flashman. After settling in to drink their

booze, their eyes caught sight of a large painting. George describes it as, “a full-on oil painting of

a dog. A beautiful oil painting, big, nice. And the dog was like.. well, he had left the ground/

Here we were, the March of the Innocents and this ‘Flying Dog,’ and the weirdness of it all. And

the combination of the worlds ‘Flying Dog’ stuck with all of us, but particularly for me. They fit

together in some way. I don’t know how it makes sense, but it makes sense.”

(flyingdogales.com)

A few years later, back in Aspen, Colorado, George decided to open a brewery. Not only

because he didn’t have anything better to do but partly because he was sick of paying for beer.

He named it Flying Dog of course.

Five years later, George and his neighbor and good buddy, Hunter S. Thompson, happened to be

hosting Gonzo artist Ralph Steadman. After drinking some good beer and blowing stuff up, the

three of them headed over to the legendary Woody Creek Tavern and that night, they decided

that Ralph would illustrate the now infamous Flying Dog labels.

With the manner in Flying Dog was created and the Gonzo aspect of legendary Hunter S.

Thompson and Ralph Steadman involved, it is no surprise that their tagline has become “Good

Beer. No Shit.” It is simple, yet straight to the point.

Today, Flying Dog is far from where they started, but in the best way possible. They are

now based out of Fredrick, Maryland, a move that was made in 2006, and distribute to 32 states,

as well as select countries in Western Europe. Although they have definitely come a long way

from a little brewpub in 1990 in Aspen, Colorado, they have still kept their, “No Shit” attitude

with their beer, and have stayed true to the craft beer ways. They brew 10 different beers year-


round, ranging from IPA’s to pale ales, brew 7 seasonal beers, and have 11 limited release beers

as well. (flyingdogales.com)

At Flying Dog, they view brewing beer as an art form. With the founder’s roots being in

photography and literature, it is Flying Dog’s belief that art, in the broadest sense of the term, has

always been apart of who they are as a company. They support anyone who has the courage to

express themselves in the face of criticism and humiliation.

Their mission statement for Flying Dog Music states that Flying Dog has begun

promotional and marketing support campaigns with a roster of artists and music people that

epitomize it’s ethic. It will work in multiple capacities with the different partners to help to

further the music scene in its markets. The site will give Flying Dog an informational hub to host

the media it promotes across social networks (Internal Documents).

Type of Persuasive Campaign

There are five types of persuasive campaigns. The first is a political campaign that

focuses on candidates and issues. The second, a commercial campaign is used to promote a

company’s new products or services or the entire company. Next, a reputation campaign is aimed

at improving how a company or organization is perceived by its publics and is also known as an

image campaign. An educational or public awareness campaign is conducted mostly by nonprofit

organizations or other advocacy groups. Lastly, a social action campaign is used to advocate a

social issue or cause (Bobbit & Sullivan 17).

Our campaign with Flying Dog and Flyingdogmusic.com can be classified as both a

commercial and social action campaign. It is a commercial campaign because we are promoting

the breweries new service of Flying Dog music, but it is also a social action campaign because

we hope to further promote Flying Dog as a local advocate of local creativity and arts.


Part II: Background /Secondary Research

A Summary of Background Research

The information we gathered for our campaign included not only the initial client

interview, but also archival research and mass media research. Most of the information came

from our initial client interview, as well as from internal documents from Flying Dog Brewery.

An initial client interview is important and should include the client’s assumptions in preliminary

fact finding. What we found was that Flying Dog is a huge advocate of supporting local

creativity and with Flyingdogmusic.com, the brewery wants to strengthen that commitment to

the Arts. In the past, Flying Dog has hosted many events that support this cause. Generally,

Flying Dog will host monthly events including Support Local Night that features local art, local

music, and, of course, local beer. They also team up with local restaurants, such as Woodberry

Kitchen, who are also advocates of supporting local, to host events and dinners sponsored by

Flying Dog Brewery. With this campaign, Flying Dog ultimately hopes to promote their brand

and image as an advocate for the Baltimore community.

As far as mass media research conducted, there are 50,171 people who “like” Flying

Dog’s page, as well as 1,424 people talking about Flying Dog. On Twitter, Flying Dog has

obtained 46,599 followers. This information shows us that many people are aware of Flying Dog

Brewery.

Lists of Priority Audiences/ Target Publics

With our campaign, we plan to target both males and females between the ages of 21-55.

Ethnicity and race are not limited in the case of this campaign. We chose to target this age group

because this is the age group is most likely to attend live music events and out door activities.

Our primary target is couples without young children that make at least $40,000 a year. It is


important to this campaign that our target audience does not have children because our entire

campaign is based around music events and beer dinners and it is more likely for couples without

children to attend these events because they are not as busy on the weekends.

It is our hope, although not a necessary requirement, that the target audience is

knowledgeable in craft beer and also enjoys live music events. As well as having an appreciation

for craft beer, it is necessary for the target to reside in Maryland. This is key, because not only

will all of the events be held in the greater Baltimore area, but the purpose of this campaign is to

support local creativity, and adults who live in Baltimore are the most likely to support this

cause.

The public we are targeting in this campaign should have the attitude of wanting to

support local creativity and act on this attitude by attending local events hosted by Flying Dog!

With this campaign, because we can only use information from the demographics of

those who have attended past events, the range of people could stray outside of our targeted

public. Although we assume that most people attending these events are young couples without

children that may not always necessarily be the case. The events will vary in the type of music

that is played as well, so that is an additional factor that must be taken into consideration.

All in all, what we are asking from the public in this campaign is to come out to events to

not only support Flying Dog Brewery, but to also support local music as well. Through Facebook

and Twitter, these publics will be able to keep up with the monthly events and order tickets.

Part III: Primary Research

Data Gathered Prior to Research

Prior to conducting the following methods and techniques of research, the culture of our

organization and their target audiences and intentions needed to be studied. In order to find out


the proper audience for this campaign, it was necessary to do research on the company and who

they attempt to appeal to. For example: the bars in which their products are served, what beers

are served during what times of year and the types of patrons that frequent these locations and

their beer choices are a few issues that were researched. This also was able to help form some of

the client interview questions as well. Most of this data collected is further explained in our

archival research and examination of past events and campaigns through Flying Dog.

Research Techniques Used

The primary research we will conduct will include surveys, interviews, and

questionnaires. These all are forms of quantitative and qualitative research techniques used in our

campaign. We developed a series of different types of questions to gather information about the

personalities, tastes, and habits of our target audience(s). These questions will determine things

such as, their preference(s) of craft beer, how much they usually consume per week, what kind of

music they enjoy, and how often they go out to social events or gatherings. We will also include

basic demographic information as well psychographic information in determining our target

audiences.

To appeal to these people we will first send out surveys over Survey Monkey to better

target our intended audience(s). This will allow surveys to be returned electronically to us so we

can gather information about demographics of our publics. These characteristics will include:

age, gender, and ethnicity. We are looking for responses from males or females ages 21 to 55.

While we do not have a target ethnicity for this campaign specifically, we will include this

question to get a general idea of our publics’ interests. We are aiming for the demographic

characteristic of ages from 21 to 55 since 21 is the legal drinking age and people over the age of

55 are less likely to be engaged and willing to attend music and outdoor events (our questions


will help us determine if this hypothesis is indeed correct). Also, we are hoping to reach people

without children. Younger couples who have the ability to easily attend events and older couples

who are “empty nesters” and no longer have children in their homes.

The psychographic characteristic we are looking for include income, marital status,

children, education, housing, and entertainment choices/preferences. We are appealing to a

majority with a household income of $40,000 or higher due to the fairly expensive lifestyle craft

beer exudes. We need to target audiences who are willing to spend more on beer and can afford

to attend social events. Couples who are not yet married or have just recently married and are

without children would be more likely to attend these events as previously stated. For education

level, we are looking for students who are halfway through college or above. The age of young

adults in college approaches 21 around their Sophomore-Junior years and will be old enough to

participate. Also, those who have graduated and obtained secure jobs will be more likely to fall

in the income bracket of our target audience. For housing, there are no specificities except

residency in the state of Maryland. Flying Dog is a local, Frederick, MD brewery and the music

being promoted is all local bands we are researching only those in the state of Maryland that can

easily attend and enjoy local festivities. Finally, entertainment and recreational choices will be

studied. This will include searching for those with an appreciation and willingness to appeal to

different types of music and beer and are willing to attend these events more than once.

Recreationally, we are reaching out to those adults who are Facebook-savvy, like to stay

connected, and are able to participate in Flying Dog’s recreational events as well as their

promotions and online involvement.

Next, we will conduct an initial client interview. For this type of primary research we will

be able to study the organization and talk to Flying Dog to get their main goals for the campaign.


We must know what they are hoping to get out of Flying Dog Music events so we can implement

them into our campaign. For our secondary research, we will have three different sources. First,

we will study archival documents (including mission statements and what events have been

promoted in the past through previous proposals, and any budget information we may find).

Secondly, we will conduct mass media research. This will allow us to study Twitter hits, Flying

Dog’s Facebook activity, feedback on various social media avenues, Google returns on “Flying

Dog,” and how local television stations and newspapers are reporting the company and its

stories. Lastly, we will study database and Internet sources. This will include using Kantar Media

and MRI+ to narrow down our demographic and psychographic characteristics.

Survey and Interview Protocol

The following are the various types of questions that will be included in our research.

First, are the interview questions that will be involved in the qualitative method of our research:

1. Are you brand loyal in your beer choice(s)? If so, which beer?

2. What would you consider craft beer to be?

3. Do you drink craft beer?

4. If so, what is it about craft beers that bring you back to drinking them?

5. What type beer do you drink most frequently? At home? At a bar? At a restaurant? At a

party?

6. Why do you choose these beers for the different locations mentioned?

7. How often do you try new beers?

8. What do you know about Flying Dog?

9. If so, how have you heard about it?

10. Do you prefer draft or bottle? Why?


11. How often do you drink beer?

12. In what setting/environment are you more likely to try new beer?

13. How often do you go out to bars?

14. When you do, do you prefer live music?

15. What type of music do you prefer?

16. Have you ever attended any festivals or events where Flying Dog was served? If so, what

was your experience?

17. How did you like these events? Why?

18. If so, would you go again?

19. What would you bring back from these events? What would you like to see again?

The quantitative research involved will include the following survey questions:

1. What is your age?

2. What is your marital status?

3. Single

a. Separated

b. Married

c. Divorced

d. In a relationship

4. What is your ethnic background?

a. Hispanic

b. White

c. Asian

d. African American


e. Other:

5. What level of education have you received?

0- GED

1- High school

2- Some college

3- Undergraduate degree

4- Doctorate degree

5- Post Doctorate degree

6. How often do you go out?

0 - never

1- once a month

2- once a week

3 - twice a week

4- more than twice a week

7. How often do you go to bars or a setting that serve alcohol?

0- never

1- once a month

2- once a week

3- twice a week


8. How interested are you in trying new beers?

4-extremely interested

3-very interested


2-somewhat interested

1-very little interested

0-none

9. How interested are you in learning about Flying Dog?


3-very interested



0-none

10. How often do you listen to local bands?

0- never 1 2 3 4-very often

11. How willing would you be to see a local band live at Flying Dog brewery?

4- extremely willing

3- very willing

2-somewhat willing

1-very little willing

0- not at all willing

12. Which music genre do you prefer? Label 1 for most preferred through 5 for least

preferred:

a. Rock:

b. Alternative:

c. Jazz:

d. Folk/Indie:


e. Pop:

f. Rap:

g. Electronic (House Music):

h. R&B/Soul:

i. Country:

13. How much would you enjoy Flying Dog Brewery adding music events to their

promotion/product?

0- would extremely enjoy

1- would very much enjoy

2- would somewhat enjoy

3- would very little enjoy

4- would not enjoy at all

* For results of survey please review charts in the appendix

Part IV: Goals and Objectives

Goals

There are a few different goals and objectives involved in our Flying Dog campaign. The

goals, or the broader, more general outcomes that we hope to obtain as a result of our campaign

include: (1) increasing awareness of Flying Dog and (2) increasing awareness of local creativity

and talent through Flying Dog. Accomplishing these goals means that Flying Dog will get their

brand on the market and into the eyes of its publics through increasing awareness. This enables

the company to increase profits and create brand loyalty among the craft beer drinkers in

Maryland. The second goal means that Flying Dog will successfully team up with local talent to

promote music and spread individualistic expression through sponsoring various events. They

USER, 04/08/13,

elieve the content right now is great. My only comment for this part is that you need to use headings/subheadings to organize your ideas more clearly. Basically, you can develop some headings based on the following questions: Describe in detail the research technique you used; Include here the full survey with questions asked (quantitative) or the focus group and/or interviewing questions asked (qualitative);Discuss any data that you have gathered prior to doing a survey (quantitative) or focus group and/or interviewing (qualitative); What further research techniques do you propose to be further carried out by the client; What does the research that you conducted indicate?The corresponding headings could be: Research Techniques Used The Full Survey and Interview Protocol Data Gathered Prior to the Research Further Research Techniques to Be Used Implications of the Research Also, discuss your ideas in this sequence (above). Please let me know if you have any question about my comment. 45 out of 55 right now

Michael Cianos, 05/04/13,


will incorporate independent and local artists as they showcase their work to the locals of

Maryland. While sponsoring these events, Flying Dog will be able to promote their product and

associate their product with the support of local talents. This will also create brand loyalty and a

positive image for Flying Dog among Maryland residents.

Objectives: Informational & Motivational

Both of these goals will be achieved through our more specific and measurable objectives.

These include four motivational objectives and one informational objective. To meet goal

number one we have three motivational objectives: (1.1) to increase sales in Maryland by 10%,

(1.2) to increase market share in the tri-state area (Maryland, Pennsylvania, Virginia) by 5%, and

(1.3) to increase sales in the tri-state area by 20%. Our objectives for meeting our second goal

include one informational objective: (2.1) to increase awareness of local bands and Flying Dog

beer and one motivational objective: (2.2) to increase Flying Dog music awareness by increasing

ticket sales by 5%.

Rank Order the Objectives. The most important objective is to increase sales in Maryland

by 10%. This is the most important because the more people that know about Flying Dog beer

(indicated by sales increase) will lead to more people knowing about the music events and

participating in local activities sponsored by Flying Dog. This is also important because an

indication of higher sales will gain more profit for the company and allow them to expand their

product even further. Second would be to increase sales in the tri-state area by 20% and equally

market share by 5%. These are important because they are getting Flying Dog’s brand out to

more potential customers and potentially allowing their product to be sold in more locations.

Getting residents of the states of Virginia and Pennsylvania to attend local, Maryland music

events will be harder due to the distance and location in which Flying Dog holds these activities

USER, 04/08/13,

9 out of 10

USER, 04/08/13,

This is actually motivational.

USER, 04/08/13,

This is actually informational.

USER, 04/08/13,

Good job here. 5 out of 5


so increasing sales and market-share is more obtainable objective for the company. Third

important is to increase awareness of local bands and Flying Dog beer. This is important to the

campaign for the addition of Flying Dog music. By obtaining the other objectives we hope to be

able to have those that have learned about the product to now take one step further and learn

about other creative talent in the local areas. Lastly, increasing ticket sales by 5% is important

because this will also bring revenue to the company and allow us to see if this campaign was

more successful than other Flying Dog Music campaigns done in the past.

Goal Informational Objective Motivational Objective

(1) To increase awareness of

flying dog

(1.1) To increase sales in

Maryland by 10%

(1.2) To increase market

share in the tri-state

area by 5%

(1.3) To increase sales in the

tri-state area by 20%

(2) Increase awareness of

local creativity and talent

through Flying Dog

(2.2) to increase awareness

of local bands and Fling Dog

beer

(2.2) to increase Flying Dog

Music awareness by

increasing ticket sales by 5%

Part V: Strategies and Tactics

Strategies

The whole campaign is built off of “localized” strategies. The overall strategy and

concept is to connect and influence action on the local level and through social media and direct

client, customer interaction. A few of the tactics include: passing out flyers, building recognition

USER, 04/08/13,

USER, 04/08/13,

It is correct here. Please redo your chart in APA format. 5 out of 5 but you need to fix its format.

USER, 04/08/13,

OK. 5 OUT OF 5


through social media, meeting with local band and bar promoters, continuous interaction with

Flying Dog’s current customer base. The campaign will also focus on the development of the

product itself, the beer. In accordance with that, the campaign will be conducting taste tests as a

way of promotion on the beer side. Publications and audio promotions on the music side, both

using their separate niches and resources to grow awareness, however through other tactics, they

will both be drawn together to develop an action off their separate influences. The use of

YouTube, Local TV, and Radio spots will also be used as important tactics, but it is important to

keep in mind it all in accordance with creating a localized campaign; building support and

awareness in the local target audience, and using that to overall grow the campaign with a grass

roots strategy to inspire participation from our target, so that they can then be used as a method

of building awareness though word of mouth and further interaction.

We chose these tactics and strategies in essence because they are in conjunction with how

people find new beer and music. Very rarely do you see craft beer advertisements, very rarely if

ever do you see music advertisements, those types of products are grown and referenced by word

of mouth and interaction. People will try beer their friends have told them were good, people will

listen to music their friends suggest, people will attend events their friends told them was fun.

The idea, if using that theory, those thoughts, focus a campaign around them, based on

interaction, thus, it created loyalty, and the participants freely market the product and the even.

Traditional and Interactive Media Channels

The campaigns strategy is focused around grass roots efforts. This is a localized

campaign; the essence is getting people to a new venue, to see a popular band, and the then try a

new beer. Our objectives will be most effectively achieved through the means listed above,

localized tactics and direct interaction, whether it be product to consumer or consumer to


consumer. However, our communication channels will be: social media (Facebook, Instagram,

YouTube, LinkedIn, Twitter, and Pinstrest). These specific mediums will be used, so already

active members (people who drink Flying Dog, or listen to the music being showcased)

are able to interact with their friends and update them on event locations, and new beer offerings;

the campaign is designed for this specific type of interaction. While our campaign will actively

focus on these areas, our tactics will be to let the people, already brand loyal, or brand

associated, help drive our objectives; the campaign will allow them to work for us, based on their

already established enjoyment of the beer, or the band being showcased. In terms of other

communication channels: We will use Radio and local TV very rarely but enough to raise

awareness or create that “oh I’ve heard about that” moment. Radio will allow us to focus on the

band that we are featuring at our event, and using local TV will allow us to try and control the

visual message formation, not advertising, but short segments of discussion about the event, for

both radio and TV. Interviews with the band are all done on local TV reaching our target

audience. Another channel of communication will be focused around a grass roots effort; setting

up tasting tests, handing out flyers, and product to consumer direct interaction. Overall, we will

focus on interacting with our target face to face, and the campaign will also use billboards and

advertisements at “information centers around town.” Local newspapers will also be used,

especially local music publications. The idea is to use traditional mediums to raise awareness,

but to use the grass roots efforts and interactions as a way to truly reach the objective of the

campaign. This is the main focal point.

Traditional Channels of Communication to be used: Radio and TV

As was previously discussed, traditional channels like radio and TV will be used. Since

this is a local campaign, locally focused, in terms of budget, there is not a lot of money for TV


and radio, but furthermore, it is not widely needed. TV and radio will be used on a promotional

basis- more to raise awareness then to create a buying reaction. The buying reaction will be

created with direction communication. But, it is understood that there needs to be a medium to

raise awareness and create buzz, or recognition and Radio and TV will do that.

Traditional Channels of Communication Advantages and disadvantages: TV and Radio

There are advantages and disadvantages to each selected medium to be used in every

campaign, and it is important for the campaign to be structured according, mainly to prevent

lopsided achievement, but to prevent failure to meet ones stated objectives. Advantages: Large

audience, direct message exposure, reaching people outside the target. The campaign believes

TV and Radio advantages and disadvantages go hand in hand. Disadvantages: There is a

possibility that the message will reach too large of an audience, that does not hold the message

being delivered because the message may not be reaching its desired target, it could still create a

buzz, and create awareness, but it will not be focused and could get drowned out. In other words:

How many people we are reaching are actually in the target, not to mention these mediums are

expensive, and time consuming.

Interactive Media Channels of Communication: Social Media (Facebook, Instagram,

LinkedIn, Twitter, YouTube)

Social media will be a staple point of this campaign. There are two relationships that need

to be fostered in order for this campaign to work. They are: Product to Consumer and Consumer

to consumer. The best and most effective way to do this is the use of social media. Social media

allows interaction, participation, and the ability to create and action through said interaction.

This campaign, like many no days will be mainly focused on creating that interaction primarily

through social media.


Interaction Media Channels of Communication: Advantages and Disadvantages

The advantages of this medium in accordance with the campaign objection are

exponential. It is the key way objectively will be effectively met. Furthermore they will only be

effectively met, if the social media aspect is executed and properly implemented. Advantages:

build momentum, establish relationships, two was communications, establish a trend, spread the

word, allow participants to bring in others. However with so much emphasis focused on social

media, there could be some disadvantages. Use of social media allows you to direct the message,

but you cannot necessarily control yet; over exposure or loss of the message is very dangerous.

Grass Roots Communication Channels: (Integration with target, flyers, face to face,

business to business promotion)

The main focus of this campaign is built on interaction. There is no better way to do this

than with a grass roots effort. Connecting with the target, targets connecting with each other.

Interaction with suppliers and promoters, leads to interaction with targets. The ability to grow the

buzz, build the momentum and create and action will be a focal point of this campaign, and the

use of flyers, face to face, business to business and other combinations of interaction all the

campaign to better achieve its objectives.

Grass Roots Communication Channels: Advantages and Disadvantages

These strategies must be effectively implemented in order for the campaign to secure its

objectives. The grass roots method allows direct interaction with the target, direct interaction

give the campaign a better chance at creating a quick and specific reaction. The disadvantages

being its requires a great deal of time, and labor, thus, people need to stay motivated and on

target, otherwise, the opposite of the desired effect could be the outcome.

Standard Channels of Communication: Bill boards, Signs, Flyers


This will certainly not be the focal point of the campaign, but what is will do is allow the

campaign to directly (flyers and signs) reach where are target audience is and create buzz and

awareness. Indirectly (Billboards) it will allow the campaign to create the buzz necessary to

inspire interaction. This part is more to support mediums that inspire the interaction of the

campaign.

Standard Channels of Communication: Advantages and Disadvantages

The advantage is that the campaign an target particular areas, in other words, the campaign

can target the “hang-outs” of our target audience, and can reach a broad audience along with the

target. The disadvantages are that it is expensive, and the message can be lost.

Gantt Chart: Flying Dog

Below is a list of our tasks for this campaign formulated into a Gantt chat. The campaign

will use this direction to insure the measurable objectives are met.

Tasks in the Campaign Starting Date

Ending Date

Duration Responsible Person

Accomplished or Not

Task 1: Make and hand out Flyers for music festival

April 10 Continuous Continuous

Claire Cianos

Task 2: Talk to local newspapers


Jeremy Bragg

Task 3: Meet with local music promoters


Samantha Idelson

Task 4: Hand out/send out surveys

April 10 May 10 1 month Jeremy Bragg, Samantha Idelson, Claire Cianos, Katie Winegar

Task 5: Contact local musicians for events


Jeremy Bragg, Samantha Idelson, Claire Cianos, Katie


WinegarTask 6: Interview participating bands and Flying Dog workers

April 10 May 10 1 month Katie Winegar

Task 7: Rent venues for different music events


Jeremy Bragg, Samantha Idelson, Claire Cianos, Katie Winegar

Task 8:Place PromoAdd for Events in localnewspapers

April 10 Continuous Placement every secondweek in the month

Jeremy BraggKatie Wineger

Task 9:Place interviewwith band members toand been maker to be featured(as group) in music and beermagazines

April 10 Continuous Once a month for duration`

Clair CianosSam Idelson

Task 10:Place press releases, event updates, and beer reviews in online publications

April 10 Continuous continuous Jeremy Bragg

Task 11:Blog Interviews- with fly Dog Reps


Jeremy Bragg

Task 12:Social media updates, interaction, inspire fan participation; frequent uploads of beer offerings and music samplings.

April 10 Continuous Continuous(Daily)


Task 13:Continuous interaction with participants though social media sites

April 10 Continuous(hourly)

Continuous


Task 14:Post BillboardsAround target area


Jeremy Bragg


Task 15:Flying DogBeer promotions before events


Clair Cianos

Task 16:Interaction with fans of beer and music and local bars, hand out free merchandise


Samantha Idelson

Task 17:Fully create and coordinate music events as the main staple point of the campaign

Apri1 10

Continuous(Once a Month)

Continuous


Task 18:Create Facebook group and Twitter feed for each event

April 10 Continous Continous Jeremy Bragg

This chart will help the campaign effectively obtain and hopefully surpass our

measurable objective. By continues promotion and interaction, in conjunction with frequent use

of tradition media to raise awareness the campaign will be able to create the buzz necessary to

get the target to attend Fly Dog Events and create an action.

Impact of Media

This campaign is all about building local support, buzz, and inspiring action. The two

actions that need to be created off of the campaign are: (1) Attend a Flying Dog (local beer and

local music event). (2) To Try Flying Dog Beer. How do we do this? We will use our mediums

in a coordinated and direct fashion to generate awareness, and then build momentum and

support, and finally, use social media to allow our message to build and carry. We will do this,

while at the same time conducting a grass roots campaign to connect and motivate action directly

will our target. To categorize them, that could be done into three distinct and separate

categories.


Building Awareness and Creating Buzz

This campaign as has been describes will be broken down into two main parts. The first

part is to build awareness. The second part is to create buzz and build interaction. In terms of

obtaining the first objective, the campaign will use traditional media. These will include the use

of bill boars, ads and or interviews in local News Papers, interviews and plug-ins on local TV

and local radio. To build awareness the campaign will also use in-depth articles on the band that

will be featured at a particular months event, or an in depth look at the Flying Dog Brewing

process that way there are two possibilities or opportunities to attract attention.

Bill boards.

Creating Action and Inspiring Participation

The second aspect of this campaign that has previously been described is the ability to

inspire interaction and create buzz. The interaction part is key, people need to talk to us, people

need to talk to the bands, the bars, but mainly, people need to talk to each other. This will be

done by posting interviews and music performances, as well as tours of the Flying Dog brewery

on YouTube, Facebook and Twitter. Facebook and Twitter will also be used to create fan

interaction, client-target interaction, and target-target interaction. Pod Casts will be used for

music sampling or interviews. LinkedIn will be used to connect targets. Pinterest and Instagram

will be used for targets to express their approval of Fly Dog and the bands, and the bars, a

support system will inspire them to post things that relates for with a good time. Blogs will be

used to showcase interviews from every side of the campaign.

Establishing Relationships, Building Support, Inspiring Action


The campaign has explained exactly how tradition media and non-traditional media will

interact to read the measurable objectives. The campaign feels it is important to create a

backbone or a safety net so to speak. The adrenaline that makes the campaign move if you will

be the emphasis places on trying to inspire action through face-to-face communication. In other

words, in addition to the two man focuses areas there is an overall arching support system; which

is the face-to-face interaction, and this insures that the other two aspects of the campaign work

effectively. All members of the campaign will “stomp the ground,” so to speak by conducting

advertising and interaction in local bars and restaurants, and at events for the music community.

They will be doing music or beer promotions or simply walking around and talking to people.

Such tasks may include visiting bars, visiting music venues, handing out flyers, or talking to the

target audience. The campaign feels that this is a clear and effective way to raise awareness,

create action. The most important part of this however, is that it offers support of the traditional

and non-traditional media channels that the campaign is using.

The Most Important Media Channels of Communication

The media that will get the most emphasis on this campaign will be the social media

aspect, because if we don’t get people talking and telling their friends in a large-scale sense, the

campaign will not meet its objectives. The emphasis for success or failure has to start there, at

the interaction within the media channels themselves. The question now becomes: How do we

get there, how do we inspire the action? Our grass roots approach, directly interacting with our

target in a standard model, will promote social media interaction from our target, so everything

in this campaign works in conjunction with one another, and builds off the other, so while social

media will be the most emphasis’s (because it has to work to achieve our objectives), the

emphasis also has to be put on the grass roots effort of the campaign.


Major Non-Media Channels of Communication: The Events

As has been described, the whole campaign is focused around getting people to these,

local beer and music events, hosted and sponsored by Flying Dog, the music and the lure of new

beer will get them there, based on the implementation of the campaign listed above; however, the

overall goal and purpose of this campaign is to get people to buy Flying Dog Beer, the campaign

is structure to get them to the events, the events is structured to meet our objections and to

inspire and action; drinking Flying Dog Beer. In terms of what the event will consists of it will

be very simple. A well organized, clearly sponsored event that has good beer, a wide variety,

good music, and a good atmosphere, everything at the event will be structured to increase

awareness of influence future purchase of Flying Dog Beer, music samples, drinking games,

taste tests, the event will be structured as a great time. In other words, if people have a great

time, they will thank Flying Dog by drinking their beer, they will also then, tell their friends, and

the group they bring to the next event will be bigger than the previous, thus, helping the

campaign accomplish their objectives. The events won’t be tremendously expensive but will be

designed and constructed as the focal point of the campaign, the only disadvantages or obstacles

so to speak will arise out of lack of planning, unforeseen events, or lack of execution, in terms of

getting people to the events.

Objectives of the Event and Event Benefits

The objectives of the events are very simple. The end game is to have the people who

attend the event associate Flying Dog with a good time. A second objective is for people to try

new beer-to try better beer. If the campaign is executed effectively, and people come to these

events and try new beer; the campaign has then opened their mind to the craft beer world rather

than the traditional American beer selections. Thus, it is not easier for the campaign to achieve

USER, 05/07/13,

Break each event/activity down and label by a) what objective(s) from Part IV the event/activity will help in achieving; b) what benefit the event/activity has; c) possible obstacles or disadvantages to implementing the event/activity and how these can be overcome; and d) the cost of the event or activity. Please rewrite this section.


the objective of increased sales. The target will now associate two things after attended the event.

Flying Dog with a good time. Flying dog as the premier craft beer. In other words, the targets

idea of craft beer will now relate the many offerings of Flying Dog and not necessarily other

craft beers, thus increasing sales across the board. With that being said the main objective of the

event is to associate Flying Dog with a good time, and that will lead to increased sales alone.

The benefit of the events is really simple in broad context. It has the ability to get all the targets

in one place. Thus, Flying Dog has free will with the target audience for multiple hours to try to

inspire action. It allows the campaign to have their true target right there, that is a very powerful

and rare thing, and make achieving the objectives easier.

Possible Obstacles

If for some reason the use of traditional and non-tradition media fails to live up to its

objectives the events could not be full. Weather is always a concern, and while there is

tremendous upside in having all of your targets in one place, there are also a lot of variables. If

something goes wrong, if something happens, the un-expected is always a concern. Staging an

event around the premise to associate Flying Dog with a good time has tremendous upside.

However, if something happens, Flying Dog will be associated with a bad time, thus, a

restoration campaign will be needed, and that could be a tremendous problem. This issue can be

overcome by proper research planning, protocols, and implementation of back up plans. Any and

all variables should be accounted and planned for, so in the even something does happen, the

campaign has a reaction plan.

The Budget of the Events

Each event will be different. The similar costs will be for the product, the advertisements,

and the band. Local bands cost anywhere from $1,500.00-$5,000 and thus, the bigger the event


the better the band; the opposite can be true as well. The event is centered on the Flying Dog

beer, the product will be a at cost price, and the amount will vary, there will also be a reserve

stockpile in the event of an emergency, the estimated cost is $3,000-$6,000. Since the majority

of the campaign is centered around interaction that does not costs money. However, the

campaign has emphasized the need to create buzz with traditional mediums: flyers billboards,

TV and Radio ads, etc. Those will range anywhere from $3,500-$10,000. Any well planned

budget has a miscellaneous expense account, and thus, for these events it will be $3,000. In total,

we can expect each event to cost between $11,000-$35,000 depending on the size, how many

people attend, and how much people drink and participate however the campaign will be

prepared for any and all circumstances.

Part VI-A: Budget Analysis

Communication Tactic Placement Total Estimated Cost

Per Placement

Total Cost Per Tactic


Media Costs:

(1) Radio Advertisements

(gaebler.com)

(2) Magazine

Advertisements:

Feature Stories

(gaebler.com)

(1) Frederick, MD: Two stations at

$396.00 per 30 seconds x 4

(2) Baltimore, MD: Three stations

at $165.00 per 30 seconds x 4

(2.1) Baltimore Magazine:

$5,460.00 at most x 4

(2.2) Towson Times: $65 per issue

x 12 issues

(2.3) Frederick News-Post:

$100/issue x 12 issues

(1.1a) $1584.00

(1.2a) $660.00

(2.1a) $21, 840 at most

(2.2a) $780.00

(2.3a) $1,200.00

$26,064.00

Administrative Costs:

(1) Flyers (staples.com)

(1.1) 300 copied flyers at

$0.15/flyer

(1.1a) $45.00 $45.00

Communication Tactics

Budget Total:

$26,109.00

Considering that Flying Dog has never done a campaign similar to this one, there is not

much usable information from previous campaigns. The expenses listed above will be the costs

for this campaign due to the advertising efforts to deliver information for regarding Summer

Sessions to the public. As noted above, Flying Dog will feature 20 different radio advertisements

at 30 seconds a piece totaling $2,224.00 for radio advertising, according (gaebler.com). They

will also feature their news releases in three different publications totaling 28 different issues and

publications. This expense will total $23,820.00 for total publications. Finally, the last expense is


the copying of the flyers to be handed out around Maryland. With a total of 300 flyers being

places in bars and liquor stores around Maryland, it will cost $45.00 to color copy 300 flyers

(staples.com). This leaves our total budget for our communication tactics at $26, 109.00 for this

campaign. Luckily, these are the only areas that we would need to spend money for the

communication tactics. The beer is produced and provided through Flying Dog Brewery and the

bands are already booked for Summer Sessions to those expenses are already covered by our

client.

Part VI-B: Benefits Summary

Dollar Benefits

This campaign will yield many benefits that address the dollar. Ticket sales for the music

events alone will contribute to the campaign’s revenue. Furthermore, by drawing in more people

for these music events, total beer sales will increase due to the sales at each event. Not only will

beer sales increase, but Flying Dog merchandise sales will also increase due to sales at the music

events as well. Additionally, those who originally come to the events for the music have a

greater chance of being converted into regular Flying Dog Brewery customers.

Non-Dollar Benefits

By promoting local music, the campaign will better the public’s perception of Flying Dog

Brewery. It will do so by raising awareness that Flying Dog supports local arts and businesses,

which will better the brewery’s image, especially because the target audience is local. Moreover,

the advertisements tactics used in this campaign will increase awareness of the brewery. After

the advertisements attract people to the music events, word of mouth about the events and the

brewery will spread.


Cost-beneficial

Costs will be higher in the beginning of the campaign in order to spread the word.

However, the purpose of the campaign is not only to support local music and sell tickets to the

events, but also to increase Flying Dog Brewery consumer purchases. Moreover, these costs will

decrease as time passes and different advertising tactics are no longer necessary when the events

become more regular. Therefore, the campaign will prove cost-beneficial due to the increase in

revenue from ticket sales. Flying Dog Brewery purchases, as well as the entirely new consumer

base that will be drawn in.

Target Person

Nick is a 28-year old male working 5 days a week as a Physical Therapist. He makes

roughly $60,000 annually and lives with his fiancé in a two-bedroom home. They are planning

on having children but not for a few years. Nick is an innovator. He enjoys the finer things in

life- not to brag about his status, but to express his taste and personality. He enjoys keeping up

with the music scene and loves attending concerts. His social life is not lacking either. His

fiancé and him meet friends at bars and go out to dinner at least once a week. Moreover, Nick

supports local small businesses over large national corporations because he feels the service is

better and more customized for his benefit

A person like Nick would be a good person to target for the campaign. Nick could see a

flyer or hear an ad on the radio and be persuaded to attend one of the Flying Dog music nights.

He would probably be inclined to invite his friends and word of mouth about Flying Dog music

and beer would help spread news of the event through his social network

Part VII: Post Evaluation Methods

Measurement of Production


The measurement of production of this campaign will be evaluated by examining the

amount of social media, radio and television interviews, news releases, and feature stories that

were produced. For the social media aspect, the activity on LinkedIn, Twitter, and Facebook

will be analyzed. For LinkedIn, the amount of circles formed based on relationships

communicated by the campaign will be counted. For Twitter, the amount of re-tweets and

followers accumulated surrounding each event and the campaign in general will be recorded.

Furthermore, for Facebook, the amount of people that joined groups for the Flying Dog events,

likes on related posts and pages, as well as new connections will be viewed using Facebook’s

analytics tool. Using this tool, we will be able to see when and where people were talking about

Flying Dog or Flying Dog music. This can show us when there were spikes in popularity and we

can then correlate those spikes with PR tactics that were used at that time to see which strategies

were more successful.

We plan to measure the production of the various radio and television interviews s well.

The number of viewers and listeners will be recorded for this measurement. The amount of

viewers for a TV interview may be higher prior to one event as apposed to others and we can

investigate how much of an impact that may have caused. The same goes for listeners for the

radio interviews. We plan to air radio interviews during the three days prior to each event

totaling 12 different airtimes on five different stations. For the Television interviews we hope to

have at least one per event airing on the local CBS and WBAL stations.

The measurement of production from the news releases and feature stories will help us to

see which print outlets were most effective. Therefore, by analyzing the click through rates and

exposure of the news releases posted on the Flying Dog website as well as the likes and views of

the those posted on Facebook, we can see which medium was more effective. A similar


evaluation strategy can be applied to find the message exposure of feature stories via newspapers

and magazines. Which medium had the highest sales and reach- Baltimore Magazine, Frederick

News-Post or The Towson Times? A total of 30 publications throughout the summer sessions

will be included in this evaluation and an estimate of the amount of viewers from each medium

will be gathered.

Because our campaign has no set end date, the various post evaluation information should

be gathered in increments throughout the campaign directly correlating to event dates. Two

week and one week before each event, information will be collected as well as at the two-week

and four-week mark after each event. This will allow us to gain insight as to how long each

event’s buzz lasts.

The data gathered for evaluation will be researched by our campaign coordinators and

reported to our clients at Flying Dog. The only cost associated with the evaluation is the cost for

the materials used for surveys because the raffle incentives will be donated by Flying Dog.

Message Exposure

Evaluation of the message exposure of this campaign is also extremely important to

determine success rates and changes that need to be made.

Hits on the Internet

As stated before, analytics will be useful in the online evaluation process, especially to

gather statistics on click-through-rates and the timing of popularity spikes. By using analytics

trackers, we can determine what kind of traffic the Flying Dog website had as well as which

social media served as the best outlet to the website. We can also track reposts, likes, and overall

references of Flying dog and related campaign topics that occurred on Facebook throughout the


campaign. The same can be analyzed for Twitter by tracking tweets, retweets, hashtags,

followers, and favorites.

Advertising Equivalency (AVE)

We also plan to calculate the value of the message exposure throughout the campaign by

converting stories in print or on air into equivalent advertising costs. For this, we plan to

estimate the advertising costs through our total number of stories printed as well as the total

number of radio and television interviews aired during the campaign.

Requests for More Information

During the campaign we will ask for people to leave their email address and other basic

information on various sign-in sheets at events if they wish to receive Flying Dog emails and

news updates regarding music events. We plan on tracking the number of people who leave their

information at each event throughout the campaign.

Counting Attendance at Events

We will track the number of people that purchase tickets to each event. This will provide a

sign-in/email list for people to sign as they enter the event in order to increase the amount of

people that will get news on the next event.

Audience Awareness

In order to determine the campaign’s success we will need to determine if the audience

actually understood and became aware of our key messages. We plan to survey and interview

people that attended an event or is simply a Flying Dog customer that has seen our campaign.

We want to know if the audience associated Flying Dog with a good time. Do they think of craft

beer when they see a Flying Dog flyer or hear the name? Furthermore, do they associate the


brewery with music and local arts. By learning the answers to these types of questions, we can

make appropriate changes to promote certain messages more than others.

We also plan to evaluate the opinions of our Survey Monkey results prior to the events and

at the end of the Summer Sessions after a post campaign survey is distributed. We will conduct

a Day-after recall as well where we will use our event email lists to touch base with event

attendees after to hear about their experiences at the Summer Sessions.

Audience Attitudes

To evaluate the audience’s attitudes regarding Flying Dog, we plan to conduct a baseline

study. This means we will research using surveys, interviews, and our social media accounts to

study how our audience perceives Flying Dog and the local bands that Flying Dog promotes

before, during, and after the campaign. We will use raffles as an incentive for our audience to

take the surveys and participate in interviews throughout the campaigns. Each person who

participates in an interview or survey will have their name in a raffle for a gift card to flying dog

and a featured band’s album on iTunes for free. Furthermore, after receiving this final campaign

proposal, our clients at Flying Dog will find this stage of evaluation useful in fixing any potential

downfalls regarding the effectiveness of PR strategies along the way. This allows the campaign

to have a much higher chance of success.

An example of the interview questions we will ask those that have attended summer

session is as follows:


2. How did you hear about this event?

3. Had you previously heard about the band(s) that performed today/tonight?


4. Did you try any Flying Dog beers at the event? If so, was it your first time trying a

Flying Dog beer?

5. Would you come to another Summer Session?

6. Would you go to the brewery to eat and drink even if a band was not performing?

7. How do you think your experience could have been better at the summer session?

8. How likely are you to go to this band’s concert if it is not sponsored by Flying Dog?

9. Do you think of Flying Dog when you hear the following: Supporting local, Music, Food,

or Craft Beer?

10. Which of these do you associate Flying Dog with the most? Supporting local, Music,

Food, or Craft Beer?

11. Would you recommend Flying Dog or Summer Sessions to a friend?

Audience Action

Lastly, the primary goal of this campaign is to have audience action due to the campaign.

We want the audience to buy Flying Dog products whether that be craft beer, the bands’ music,

or Flying Dog gear. Our ultimate goal, as stated in our objectives, is for the sales of Flying Dog

beer to increase in the tri-state area, which can only happen through audience action. Another

type of audience action aside from purchases, is adopting an idea promoted by our campaign.

This will be measured by evaluating how many people take a liking to the local bands that we

promote. How many people wish to return to another Summer Session to hear a new band? Do

people now prefer craft beer to the regular everyday brands and do they want to try more Flying

Dog flavors? These are the types of ideas we want our audience to adopt because ultimately they

will lead to purchases and more action.

Part VIII: Implementation and Conclusion


In conclusion, our campaign has accomplished many different things. The most important

aspect of our campaign is to raise sales for Flying Dog and increase awareness of Flying Dog

Music. Through the Summer Session events at the Flying Dog Brewery, the craft beer product

sold by Flying Dog is served to a larger clientele and the artistic talent of local bands is explored.

Through TV and radio broadcasts, billboards and flyer advertisements, news releases and feature

stories, and social media involvement we have delivered the message of our campaign to the

general public and our target audience effectively in hopes to fulfill our goals. As previously

stated, our goals for the campaign are to increase awareness of Flying Dog and to increase

awareness of local bands and talent through Flying Dog. We are confident that our campaign will

fulfill both of these goals by increasing attendance at our Summer Session events from our first

event to our last event and increasing sales of Flying Dog beer in both retail and local bars.

There are many pieces of our campaign book that we would hope people would remember.

The most important is to remember that Flying Dog is focused on providing its loyal customers

with events that will help them experience the art and creativity of Maryland. Flying Dog is a

dedicated supporter of local business and art. By adding Flying Dog Music to its brand, the

company hopes to bring locals closer together and to add something special to their beer drinking

experience that shows people a good time while increasing sales. In order for this campaign to be

successful, we wish to provide people with a wonderful experience through beer and music.

For this campaign we have created many different collaterals that will be helpful to our

client. The first helpful tactics are the flyers that we have created for advertising Summer

Sessions. Taking Flying Dog’s logo and combining the information for Summer Sessions, we

created two different flyers that will be handed out during the time of execution. These will be

helpful to our client because it show the main information and goals they are achieving through


the campaign and how they will be presented to the public. Secondly, we included a news

release. The release featured in the appendix of our campaign will be included at the beginning

of Summer Sessions. This is the main information our client wants the public to know about the

events and also provides a little bit of background into their organization. Thirdly, we provided

the Survey Monkey questions that will be asked during the primary research phase of our

campaign. This helps our client because they are able to find a niche audience. By preparing

them with the survey questions and answers they are able to understand how the campaign

should target as well as what their preferences are for what needs to be included into the

campaign and changed through the Summer Sessions. Following this is the objective

chart ,which outlines the objectives of our campaign that will fulfill our goals. This is one of the

more important pieces of our appendix, as it will outline what we hope to achieve in a way that

we can measure the success of our campaign in relation to our goals. Next, we have the Gantt

Chart. These are the steps of executing our campaign that are explained in a timetable. It outlines

each activity and phase of our campaign and explains who will execute them and the dates that

they will be started and completed providing our client with a timetable for the campaign.

Following the Gantt Chart we included our baseline study questions. We have included the

questions that we are using to evaluate the audience attitudes and audience actions that we are

searching for through the campaign. This will help our client understand what needs to be done

during the beginning, middle, and end phases of our campaign to effectively reach our target

audience and change their attitudes about Flying Dog as well as receive feedback of the product.

Last, but not least, we included our budget chart. Since our campaign is taking a grass-roots

effect, the majority of our advertising and communication is done in face-to-face interaction and

getting locals to start talking about Flying Dog beer. With that being said, our chart includes the


few advertising costs for our campaign and focuses on the budget of our communication tactics

giving our client a ballpark range for what it will take, financially, to get people to know about

Summer Sessions.

Lastly, we included our primary research interview. These are the questions asked to our

client before starting the campaign that that allowed us to understand everything previously

listed and form the goals and objectives for our organization. This allows our client to review

what the intentions of the campaign have been originally and relate back to them to evaluate if

the campaign has been successful.

Supplementary Materials

Executive Summary





ncipal’s Qualifications

Principal’s Qualifications

Claire Cianos’s Resume for the Campaign

QUALIFICATIONS

OBJECTIVE

To be a valuable and contributory employee to an organization and its culture

EDUCATION

Towson University August 2010 – December 2013

Mass Communications Major/Public Relations and Integrated Communications Track

Community College of Baltimore County-Essex August 2007 – May 2009

General Studies

HONORS AND MEMBERSHIPS

Dean’s List – Community College of Baltimore County Public Relations Society of America Habitat for Humanity

RELATED COURSE WORK

Towson University

Introduction to Mass Communications Communication Theory Principles in Advertising Organizational Communication Principles in Public Relations Persuasion and Rhetorical Criticism Newswriting and Public Relations

Writing Educational Psychology Introduction to Electronic Media and

Film

Media Law Mass Communication Research

Community College of Baltimore County

Fundamentals of Speech Communication Principles of Hospitality Management English and Creative Writing

RELATED WORK EXPERIENCE

Habitat for Humanity August 2013- September 2013 Will travel to Anchorage, Alaska to build homes for families in need of shelter


Will expand networks in communications as well photography skills Miss Shirley’s Café – Server August 2012 - Present

Fine dining table service Gained experience with a higher volume, fast-paced environment

The Falls Mt. Washington - Server March 2010 – October 2011

Provided customer service through serving tables and bartending Responsible for opening and closing restaurant

Panera Bread – Associate Trainer September 2007 – March 2010

Certified to train new employees Prepared and expedited on food line

Notre Dame of Maryland University – Intern August 2006 – May 2007 Planned and organized student events for Student Organizations Responsible for designing advertisements for events Managed Student Organizations’ budgets Established and maintained relationships with various vendors and other colleges

Padonia Park Country Club – Event Staff June 2004 – October 2005 Set-up and broke-down event equipment Served food and beverages during on-campus events Provided customer service and established relationships with potential clients

Katie Winegar’s Resume for the Campaign

QUALIFICATIONS

As an intern for Common Wealth Public Relations, I have had the pleasure of working with Flying Dog Brewery for past events. My experience with them involving not only helping in planning the events, but also flyering throughout Baltimore has allowed me to see all aspects that go into a campaign. This among working retail for the past six years with customer service experience makes me extremely qualified for the task at hand. Moreover, my inside knowledge of Flying Dog gives me a sense of their ethics, personality, and how they chose to conduct their business.

EXPERIENCE

Common Wealth Public Relations January 2012- Present

Plan events for Flying Dog Brewery Find sponsors for The All Good Festival General office work and organization, implementing social media, organizing the street

teamTowson University September 2011 - Present


Call center associate responsible for answering phones, customer assistants, looking up account information, and guiding customers with needs, questions, and responsibilities

Tuesday Morning July 2012 - Present

Customer service sales associate responsible for set up and clean up Front-end cashier Inventory handling

Dorney Park May 2011- August 2011

Sales support representative Resonibilities include processing and fulfillment of pre-paid group sales, in-house event

planning, general office and administrative duties such as answering calls, taking ticket orders, filing, information requests, monitoring of picnic area

Conduct random surveys of park guests for marketing research

EDUCATION

Towson University: Towson, MD September 2010- Present

Bachelor of Fine Arts in Mass Communication

Expected Graduation December 20133

Dual track in Advertising and Public Relations Cumulative GPA- 3.31; Major GPA – 3.1 Relevant Cources: PR Writing, Advertising Media Planning, Strategic PR, Advertising

Copywriting, Organizational Communication, Electronic Media and Film

SKILLS

Excellent administrative, computer, oral and writing skills (Miscrosoft Word, Power Point, and Excel)

Personable/ Congenial Customer Service Reliable and Responsible


Jeremy Bragg’s Resume for the Campaign

Objective

To become a valued contributor at stable and viable company.

Summary of Qualifications

Over four years of in-home sales experience, including management, recruiting and training positions.

Proven ability to train new team members, in any field of work.

Great communicator, written or face to face.

Great leadership qualities.

Superior people skills.

Possesses outstanding ability to reduce costs, increase revenue, and create repeat business.

Ability to mass market effectively within cost parameters, as well as create referral based business models.

Experienced leader, with proven leadership and management background, encompassing the ability to solve problems by offering team focused solutions.

Employment History

Bar-back-Bartender

August 2009-Current The An Potin Still, Lutherville, Maryland

Became head barback after five months.

Prepare bar for nightly business, maintain bar throughout the night.

Multi tasking, problem solving, working with others.

Interaction with customers, relationship building.

Create new cocktails, and advise on new product offerings.

Manage liquor inventory and daily sales numbers.

Other Responsibilities:

Frequent consultations with ownership group to structure the future of the business and make cost effective improvements, and growth based products and services.


Salesmen/ Marketing Manger

January 2008- May 2009 Homefix, Towson, MD

To generate (one night “close” sales) in the home improvement industry

Maintained a %35 percent closing average, $650,000+ in business.

To recruit, and train; new marketing representatives to generate leads.

Manage marketing and lead generation department recruitment.

Consultant

May 2009-August 2009 Kirby Vacuum, Baltimore, MD

Hired by regional distributors to train salesmen.

Offer advice on how to improve sales.

Train mangers to increase business.

Dealer Power Specialist

December 2008-May 2009 JRB Enterprises Kirby Vacuum, Hanover, MD

Recruit, interview, and train new salesmen.

Maintain sales staff.

Motivate sales staff and run morning meetings.

Increase closing average of current salesmen’s.

Motivate and inspire sales team.

Team Leader

October 2006-December 2008 Bragg Enterprises Kirby Vacuum, Halethorpe, MD

Maintain Sales staff, train for future management.

Meet or exceed in field sales quotas.

Generated $500,000+ business, Maintained a %50 closing average.

Trained and promoted 12 new managers.

Ranked top 5 in the region, top 50 in the United Sates, top 200 in the world for Team Leader sales.

Averaged between 35-60 sales per month with 4 salesmen.

Scouted and marketed sales territories: all sales calls were generated door-to-door, or on a referral system.

Prepare monthly reports on sales staff.

Dealer (salesmen)

May 2006-October 2006 Bragg Enterprises Kirby Vacuum, Halethorpe, MD

Generate sales leads, sell product through in-home demonstrations.


Produce same-day “closes” for all sales calls.

Maintained a %50 percent same day close statistic.

Number one salesperson in the United States: June, and July 2006.

Sold 200+ units in 6 months.

Maintain customer relations, less than %1 percent complaint average.

Awarded Regional salesmen of the month three times.

Samantha Idelson’s Resume for the Campaign

Qualifications

My skills experience in with multimedia advertising, , visual merchandising, and as well as in retail multi media advertising and retail sales will help Flying Dog to advertise for the Summer Sessions as well as increase sales foron both sales merchandise and beer at thesethe events Flying Dog Music events. During Moreover, my PR internship at Ann Taylor, where I planned monthly client outreach events, in Annapolis I gained experience with small event planning and promoting for the store, which will helphas prepared me to be an asset when when implementingimplement the strategies for Flying Dog’s music events. LastlyFurthermore, my knowledge of graphic various design software allows me to develop flyers and other print PR elements needed throughout this campaign.EXPERIENCEFreelance Production Assistant September 2012 – Present

AKQA- GE “Social Food Fight” Web content GBMC “Red Carpet” :30TV AKQU- USPS corporate contentButler Film Intern and Production Assistant May 2012 – September 2012

Office PA: Office work, implemented social media strategies, crew calls, purchases and returns, basic aid for pre-production through post production

Production Assistant on shoots directed by David Butler: - Shentel Wireless “Little Man” :30TV - CCBC “See What You Can Be” :30TV - Investigation Discovery “Happily Never After” :30TV - Ferguson “How’d You Make This” :30TV (Office PA)

November 2011 – January 2013

May 2011 – September 2011 Plan events for each month, pitch ideas, brainstorm


EDUCATION

September 2010 – PresentBachelor of Science in Mass Communication Expected Graduation – May 2013

Dual Track in Advertising and PR with Minor in Electronic Media and Film Cumulative G.P.A. – 3.5 Major G.P.A. – 3.4 Relevant Courses: Media Producer, Film and Media Production, Digital Filmmaking,

Electronic Media and Film, Graphic Design, Digital Sketchbook, Social Media Strategy, Advertising Campaigns, Advertising Copyrighting, Advertising Media Planning, Strategic PR , PR Writing, Mass Communication Research, Fundamental Speech Communication

January 2012 – May 2012

SKILLS

Final Cut Pro Photoshop CeltxIMovie InDesign Simian V2JVC HD Cam Microsoft Office Social Media (Twitter, Facebook, Blogger, etc.)


Bibliography

Bobbitt, R., & Sullivan, R. (2009). Developing the public relations campaign. Boston, MA:

Pearson Education Inc.

Gaebler Resources for Entrepreneurs: Radio Advertising Costs in Maryland (May 2013).

Retrieved from http://www.gaebler.com/Radio-Advertising-in-Maryland

(n.d.) Copying and Printing. Retrieved from http://www.staples.com/sbd/content/copyandprint/

copiesanddocuments.html?cid=PS:GS:CP:CP:E:28:12125:staples_copy_center

(n.d.). Flying Dog Sales. Retrieved from http://flyingdogales.com/.

http://flyingdogales.com/

http://www.gaebler.com/Radio-Advertising-in-Maryland


Appendices

Index:

I. Flyers

II. News Release and Press Release

III. Survey Monkey Survey Example

IV. Objective Chart

V. Gant Chart

VI. Baseline Interview Example Questions

VII. Budget Breakdown

VIII.Research Conducted

A. Primary Research Interview

B. Survey Monkey Results (Graphs)


I. Flyers

These two flyers will be used to spread the word about Flying Dog’s Music events. They

will serve as a form of advertising to our audience. Flyers are an effective strategy because our

audience is local and Flyers are cost-efficient resources that can be distributed locally and placed

effectively to reach our audience.


II. News Release

Flying Dog Corporation

4607 Wedgewood Blvd., Frederick, MD 21703

Contact: Claire Cianos, Samantha Idelson, Kathryn Winegar, Jeremey Bragg

443-473-3447

[email protected], [email protected], [email protected],

[email protected]

May 9, 2012, 9:00AM

“Good People Listen to Good Music”: Flying Dog Kicks off Summer with the Addition of

Live Music Events

(Frederick, MD) – “Good People Drink Good Beer” is no longer the only claim Flying Dog can

make about their rapidly growing craft beer corporation. Starting May 25, 2013, Flying Dog will

kick off summer with a concert series featuring live music events. The first event of Summer

Series will take place at the brewery located in Frederick, MD from 5:30PM to 9:00PM. Tickets

will be on sale at flyingdogtix.com starting April 20, 2013.

mailto:[email protected]





Flying Dog is dedicated to supporting local artists and to bringing people together through their

creative craft beer selections. In an effort to show their appreciation for the loyalty of their

customers they are bringing art and music together and introducing their new brews to give

Maryland a summer of unforgettable events. Flying Dog will host one event a month through

May, June, July, and August. They will feature many new local bands and show off the talents of

our local artists while providing you with new and refreshing brews along the way.

Interested in getting started early? Come show your support at their Support Local Night event

taking place on April 27, 2013 from 6:00M to 9:00PM. This is a preview to their Summer Series

and will showcase the band Calisus and many of Flying Dog’s new brews. Come out and

experience something new so we can continue serving “good beer to good people!”

###

Background

Flying Dog was created in 1990 by George Stranahan who founded the Brewpub in Aspen,

Colorado. In 1994, Flying Dog moved to Frederick, Maryland where it resides today. Flying Dog

offers ten brews a year and eleven when they are featuring limited release brews. The brewery

can toured every Thursday and Friday at 4pm and 6:30pm and Saturday at 12pm and 2:30pm

Press Release

Flying Dog Brewery Announcing Local Beer, Local Music Events

Fredrick, Maryland, May 10, 2013: Flying Dog Brewery is proud to announce their next major local

campaign. From the brewery who transformed beer into an art form, Flying Dog is now reaching out

to the local music and bar community to host Flying Dog sponsored music events.


From the company who revolutionized the craft beer industry, is now poised to bring the craft

beer consumer another modern and innovative idea; pair their beer art form, with the musical art

form. Flying Dog is proud to announce: Local Beer and Local Music nights to be hosted around

the state of Maryland.

“You look at our beer labels and you just think, art. Then you take a sip, and the label just makes

sense. The brand is art, and what better way to promote our beer art form, with the musical art

form. Having Flying Dog host local music events at local pubs just makes sense to us. These

things are going to be a lot of fun.” Said George Stranahan, founder of Flying Dog Brewery.

Over the next couple of months Flying Dog Brewery will being launching their paring of local

beer and local music, bringing them together for widely entertaining and fun monthly events.

Each month a local pub in the state of Maryland will be selected by the brewery to host a Flying

Dog event. In conjunction with the pub selection, local bands from the area will showcase their

musical art form at these Flying Dog events, forever connecting Flying Dog’s craft beer selection

with original and local musicians.

Flying Dog will select, and work with the pubs and musicians they feel best represent true art, in

its most simplistic form. Anyone over the age of 21 is welcome to attend these events, and

sample the many selections of craft beer Flying Dog has to offer. Beer selections will be

consistent with the style of the pub hosting the event, and the genre of music being showcased at

the event.


People interested in attending these events will be able to find information regarding location,

bands, and beer offerings throughout social media, such as: Facebook, and Twitter

(#localbeerlocalmusic). Information about the events will be posted on all participates websites,

and social media sites. The company is strongly encouraging interaction between pubs, bands,

participants, and the brewery themselves. Their goal is to get everyone who loves beer and music

connected.

“These things are going to be a blast. To get a bunch of good people, listening to good music,

drinking good beer, there’s just not much more people could ask for. They are going to be a lot

of fun, and people get to try new things, isn’t that what life is about?” Said Stranahan when

asked how these events will relate to how Flying Dog represents itself as a company.

George Stranahan founded Flying Dog Brewery in 1990, with his good friend Richard McIntyre.

Originally located in Denver, Colorado, the pair moved their operation to Fredrick, Maryland in

1994.

*Venues, musicians, and entry fees subject to change without notice. All participants must be 21

years of age or older.

III. Survey Monkey Example Survey

20. Are you brand loyal in your beer choice(s)? If so, which beer?

21. What would you consider craft beer to be?

22. Do you drink craft beer?

23. If so, what is it about craft beers that bring you back to drinking them?


24. What type beer do you drink most frequently? At home? At a bar? At a restaurant? At a

party?

25. Why do you choose these beers for the different locations mentioned?

26. How often do you try new beers?

27. What do you know about Flying Dog?

28. If so, how have you heard about it?

29. Do you prefer draft or bottle? Why?

30. How often do you drink beer?

31. In what setting/environment are you more likely to try new beer?

32. How often do you go out to bars?

33. When you do, do you prefer live music?

34. What type of music do you prefer?

35. Have you ever attended any festivals or events where Flying Dog was served? If so, what

was your experience?

36. How did you like these events? Why?

37. If so, would you go again?

38. What would you bring back from these events? What would you like to see again?

The quantitative research involved will include the following survey questions:


15. What is your marital status?

16. Single

a. Separated

b. Married


c. Divorced

d. In a relationship

17. What is your ethnic background?

a. Hispanic

b. White

c. Asian

d. African American

e. Other:

18. What level of education have you received?

0- GED

1- High school

2- Some college

3- Undergraduate degree

4- Doctorate degree

5- Post Doctorate degree

19. How often do you go out?

0 - never

1- once a month

2- once a week

3 - twice a week


20. How often do you go to bars or a setting that serve alcohol?

0- never


1- once a month

2- once a week

3- twice a week


21. How interested are you in trying new beers?


3-very interested



0-none

22. How interested are you in learning about Flying Dog?


3-very interested



0-none

23. How often do you listen to local bands?

0- never 1 2 3 4-very often

24. How willing would you be to see a local band live at Flying Dog brewery?

4- extremely willing

3- very willing

2-somewhat willing

1-very little willing


0- not at all willing

25. Which music genre do you prefer? Label 1 for most preferred through 5 for least

preferred:

a. Rock:

b. Alternative:

c. Jazz:

d. Folk/Indie:

e. Pop:

f. Rap:

g. Electronic (House Music):

h. R&B/Soul:

i. Country:

26. How much would you enjoy Flying Dog Brewery adding music events to their

promotion/product?

0- would extremely enjoy

1- would very much enjoy

2- would somewhat enjoy

3- would very little enjoy

4- would not enjoy at all

IV. Objective Chart

Goal Informational Objective Motivational Objective

(3) To increase awareness of (1.4) To increase sales in

Michael Cianos, 05/14/13,

USER, 05/14/13,

elieve the content right now is great. My only comment for this part is that you need to use headings/subheadings to organize your ideas more clearly. Basically, you can develop some headings based on the following questions: Describe in detail the research technique you used; Include here the full survey with questions asked (quantitative) or the focus group and/or interviewing questions asked (qualitative);Discuss any data that you have gathered prior to doing a survey (quantitative) or focus group and/or interviewing (qualitative); What further research techniques do you propose to be further carried out by the client; What does the research that you conducted indicate?The corresponding headings could be: Research Techniques Used The Full Survey and Interview Protocol Data Gathered Prior to the Research Further Research Techniques to Be Used Implications of the Research Also, discuss your ideas in this sequence (above). Please let me know if you have any question about my comment. 45 out of 55 right now


flying dog Maryland by 10%

(1.5) To increase market

share in the tri-state

area by 5%

(1.6) To increase sales in the

tri-state area by 20%

(4) Increase awareness of

local creativity and talent

through Flying Dog

(2.2) to increase awareness of

local bands and Fling

Dog beer

(2.2) to increase Flying Dog

Music awareness by

increasing ticket sales

by 5%

V. Gant Chart

Tasks in the Campaign Starting Date

Ending Date

Duration Responsible Person

Accomplished or Not

Task 1: Make and hand out Flyers for music festival


Claire Cianos

Task 2: Talk to local newspapers


Jeremy Bragg

Task 3: Meet with local music promoters


Samantha Idelson

Task 4: Hand out/send out surveys

April 10 May 10 1 month Jeremy Bragg, Samantha Idelson, Claire Cianos, Katie Winegar

Task 5: Contact local musicians for events


Jeremy Bragg, Samantha Idelson, Claire Cianos, Katie

USER, 05/14/13,

It is correct here. Please redo your chart in APA format. 5 out of 5 but you need to fix its format.


WinegarTask 6: Interview participating bands and Flying Dog workers

April 10 May 10 1 month Katie Winegar

Task 7: Rent venues for different music events



Task 8:Place PromoAdd for Events in localnewspapers

April 10 Continuous Placement every secondweek in the month

Jeremy BraggKatie Wineger

Task 9:Place interviewwith band members toand been maker to be featured(as group) in music and beermagazines

April 10 Continuous Once a month for duration`

Clair CianosSam Idelson

Task 10:Place press releases, event updates, and beer reviews in online publications

April 10 Continuous continuous Jeremy Bragg

Task 11:Blog Interviews- with fly Dog Reps


Jeremy Bragg

Task 12:Social media updates, interaction, inspire fan participation; frequent uploads of beer offerings and music samplings.

April 10 Continuous Continuous(Daily)


Task 13:Continuous interaction with participants though social media sites

April 10 Continuous(hourly)

Continuous


Task 14:Post BillboardsAround target area


Jeremy Bragg


Task 15:Flying DogBeer promotions before events


Clair Cianos

Task 16:Interaction with fans of beer and music and local bars, hand out free merchandise


Samantha Idelson

Task 17:Fully create and coordinate music events as the main staple point of the campaign

Apri1 10

Continuous(Once a Month)

Continuous


Task 18:Create Facebook group and Twitter feed for each event

April 10 Continous Continous Jeremy Bragg

VI. Baseline Study Interview Questions


2. How did you hear about this event?

3. Had you previously heard about the band(s) that performed today/tonight?

4. Did you try any Flying Dog beers at the event? If so, was it your first time trying a

Flying Dog beer?

5. Would you come to another Summer Session?

6. Would you go to the brewery to eat and drink even if a band was not performing?

7. How do you think your experience could have been better at the summer session?

8. How likely are you to go to this band’s concert if it is not sponsored by Flying Dog?

9. Do you think of Flying Dog when you hear the following: Supporting local, Music, Food,

or Craft Beer?


10. Which of these do you associate Flying Dog with the most? Supporting local, Music,

Food, or Craft Beer?

11. Would you recommend Flying Dog or Summer Sessions to a friend?

VI. Budget Breakdown

Communication Tactic Placement Total Estimated Cost

Per Placement

Total Cost Per Tactic

Media Costs:

(1)Radio Advertisements

(gebler.com)

(2) Magazine

Advertisements: Feature

Stories

(gabler.com)

(1)Frederick, MD: Two stations


(2)Baltimore, MD: Three stations


(2.1) Baltimore Magazine:

$5,460.00 at most x 4

(2.2) Towson Times: $65 per

issue x 12 issues

(2.3) Frederick News-Post:

$100/issue x 12 issues

(1.1a) $1584.00

(1.2a) $660.00

(2.1a) $21, 840 at most

(2.2a) $780.00

(2.3a) $1,200.00

$26,064.00

Administrative Costs:

(1) Flyers (staples.com)

(1.1) 300 copied flyers at

$0.15/flyer

(1.1a) $45.00 $45.00

Communication Tactics

Budget Total:

$26,109.00


VIII. Research Conducted

A. Primary Research Interview

Our client interview was conducted with Katie Winegar and Chip Watkins, the PR

representative, or “marketing mercenary” over at Flying Dog Brewery. This interview was

conducted on March 1, 2013. It went as followed:

Katie (K): What exactly is Flying Dog Music?

Chip (C): Flying Dog Music is a service that Flying Dog Brewery will provide support and

sponsorship to support local artists. We will create our very own Flying Dog CDs that feature

local artists and use our events to promote them. We will chose a roster of artists and music

people that epitomize our ethic.

K: What is the goal for Flying Dog Music?

C: It is our hope that Flying Dog Music will strengthen our commitment in supporting local

creativity.

K: What would you like to see come out of this campaign?

C: We hope to work in multiple capacities with the different partners to help further the music

scene in our markets.

K: How do you view your brand?


C: Flying Dog has always made it their mission to be a leading local sponsor, supporter, and

presenter of the Arts. We embrace the size of our brewery, which allows us to be seen as leaders

and can use our success to “give back” to the same art communities we want to support us. Plus,

we’re sell kick ass beer.

K: What would you say are the overall ethics and philosophy of Flying Dog?

C: At Flying Dog, we truly view brewing beer as an art form. From our founder’s roots in

photography and literature, to Hunter’s love of life and Gonzo journalism, to Ralph’s iconic and

offensive art – art in the broadest sense of the term has always been a big part of who we are as a

company. We support anyone who has the courage to express themselves in the face of criticism

and humiliation. Beer is our passion, and it’s our expression of art at Flying Dog.

B. Survey Monkey Results (Graphs)




