Embed Size (px)
Citation preview
Lighthouse Intelligence PR
Team Members: Austyn Brock Austin Evans
Dami Atobatele Savannah Ellison
Wesley Davis Carmina Bioc
2
RESEARCH……………………………………………………………………………..3-14
Background………………………………………………………………………….4
Situational Analysis………………………………………………………………..14
Core Problem Statement………………………………………………………...…14
ACTION PLANNING………………………………………………………………….15-23
Goal………………………………………………………………………………...16
Objectives………………………………………………………………………….16
Key Publics & Messages…………………………………………………………..16
Strategies & Tactics………………………………………………………………..19
Calendar……………………………………………………………………………22
Budget……………………………………………………………………………...23
COMMUNICATION………………………………………………………………………24
Communication Confirmation……………………………………………………..25
EVALUATION……………………………………………………………………………26
Evaluation Criteria and Tools……………………………………………………...27
SOURCES…………………………………………………………………………………28
3
4
Southern Sky Brewing Company (SSBC) is a 100% family-owned and operated company in the craft beer industry. Jon Near founded the business on Oct. 12, 2012. As the owner and Brewmaster, he has been building a foundation for a unique brewery experience ever since. Near graduated from Georgia Tech with a mechanical engineering degree and worked at Lockheed Martin under the aerospace program until he decided to follow his passion for crafting (Vorel, 2016). He has been honing his craft for four years before turning what was simply a hobby, in college, into a full- fledged business.
The brewery is located specifically rooted and centered on a growing
community that supports the rise of craft beers and breweries. In terms of the growth and scope of the business, there has not been any major expansion yet. Near mentioned that they eventually would like to broaden the scope of the brewery, but for now, their main focus will be in the Kennesaw market and North Marietta area. Retailers are currently located in Cobb, Cherokee, Fulton and Forsyth counties.
The scope of SSBC is relatively narrow, because the business is solely focusing
on brewing for now. However, they are offering tours and have recently completed two full tasting bars. The tasting bars have been built so they can fit better into their space while offering tours. The initial tasting launch party, which took place on Jan. 23, 2016, had a large turnout in regard to attendees. Near said that the outcome was twice as many people as he had anticipated with 450 attendees on opening night.
Tours can be taken through the facility to see the brewing process, history and
philosophy. They have approximately 35-45 people involved in their tours on a Friday evening. It is offered at $12 per person who is at least 21 years old. Thursdays and Saturdays have also been recently added to extend the opening of the brewery. Along with the tour, the publics receives a souvenir pint glass, a free tasting up to 36 ounces per person and participation in games such as cornhole and beer pong. Eventually, they would like to expand in order to become a true event venue and offer more for the public.
In terms of production, the brewery is running on a seven-barrel system, which
can produce up to a weekly rate of 21 barrels. Near also owns a half-barrel pilot system for his special one-offs called “Experimentals.” Ultimately, seeking bigger space will depend on production rates and how many fermenters they purchase as they expand in the future (Near, 2015).
SSBC products are inspired by seasonal events and occasions. The Mainstays,
which are offered year-round, consist of the following craft beers: World Apart Ale,
5
Schwarzchild Porter, Beholden IPA, Contingency Plan B. There are also specialty or seasonal craft beers that are brewed such as American (Pi)PA and Alepocalypse.
Lastly, Southern Sky Brewery offers special one offs called “Experimentals”, which are specialty brewed. Raspberry and Black Currant Lambic Style, a previous brew, was distributed exclusively at Taco Mac in the Kennesaw location. A more current experimental is Melissa’s Birthday Beer Style, which is offered exclusively in the tasting rooms.
“I’m never inspired to make a beer that’s already made. I always get my
inspiration from something around me; some kind of event or occasion, or some abstract idea that I think would be neat,” said Brewmaster Near.
Other products that can be purchased from the brewery are swags such as t-shirts, koozies and glassware.
As family owned and operated, there are no investors. There are only three employees: Brewmaster Jon Near, Head Brewer Jay Moynihan, and Marketing and Promotions Coordinator Melissa Near. Volunteers also assist with operations. Near feels very strongly that the business should stay in the family without any intervening. The idea of finding investors would risks his ability to make his own decisions on how he would like to shape his company. However, his business is part of a three-tier system: distributor, supplier, and retailer. Since the brewery cannot sell directly to the public, it had to choose a distributor, which is a life-binding contract. The problem with this model is that the distributor chooses where the brewery can sell their beer to retailers. This, in turn, makes the brewery a mere supplier.
This structure is due to the politics involving Georgia legislation of beer distribution. In the fall of 2014, Georgia was one of five states where breweries could not sell their own beer. The original Senate Bill 63 indicated that consumers could not drink past the maximum of 72 ounces of on-site consumption and an additional 144 ounces for off-site consumption per person on a daily basis. This is similar to a twelve-pack of beer. This law, for most breweries, seemed a bit miniscule considering some states does not hold restrictions on how much beer you can buy from a brewery (Watts, 2016). Nevertheless, by the time the law made it through the legislature to be voted on the bill, it had been watered down. Senate Bill 63, or better known as the “Beer Jobs Bill”, went into effect July 1, 2015 (Sheinin and Torres, 2015).
The new laws would only allow for variable pricing of tours. It was not exactly what breweries had in mind. However, it was an improvement from only being able to sell a glass. Three months following the introduction of the bill, the department of revenue issued a bulletin that limited how a brewery priced their tours. This restriction forced breweries to make adjustments. The issued bulletin completely contradicted the most recent bill and made it extremely difficult for breweries to make variable tour options and beer souvenirs “to-go” (Watts, 2016). The new law declared that 36 ounces of beer can be given, but to be consumed on-premise of a brewery, while an additional 72 ounces could be brought home. This was an equivalent of a six-pack of beer (Sheinin and Torres, 2015).
6
Recently, about 90 representatives and cosponsors filed HR 1345. This is a resolution called for a creation of a “House Study Committee on Georgia Craft Brewery and Distillery Competitiveness (Peterman, 2016). If this committee were created it would allow for Georgia’s craft alcohol manufacturers to get a sense of the competitiveness of Georgia’s laws as compared to its sister states with help from the House of Representatives (Peterman 2016). This step in the resolution is critical for sending a message to Georgia legislators about possible tax revenue and jobs that can be produced in other states with such laws (Peterman 2016).
Meanwhile, breweries are a great place to interact with the local community while creating a variety of jobs. They serve as a great place to have community meetings and serve as a place for nonprofits to have events. Craft breweries are also an attraction for tourism.
A new law would help breweries, especially in their infancy, to drive profit while they are in their early stages. The laws would help breweries market their beer to the public and grow their brand (Watts, 2016). This may also enable a brewery to market their beer the way they desire. Many Georgia brewers consider a change in beer laws as a way to help small businesses thrive by keeping a minimal amount of government interference (Watts, 2016). Other states very close to Georgia have made it legal to sell directly to its customer as far back as the 1960’s, such as Florida. If Georgia had similar beer laws to Colorado or Oregon, there would be the potential to lower Georgia’s unemployment rate from 5.9 percent to 5.6 percent (Watts, 2016). Georgia and Mississippi are now the only two state prohibiting direct sales (Watts, 2016).
Georgia brewers are simply asking that lawmakers recognize that the laws are out-of -date, a type of “common sense reform” (Watts, 2016). Brewers see this as prime example of over taxation and overregulation. They believe that the state should be implementing policies that promote small businesses (Watts, 2016). Current laws slow down economic development and effectively hurt small businesses, communities and consumers (Watts, 2016). New law would also create an abundance of beer related to jobs in the state from retail, distribution and manufacturing (Watts, 2016). Georgia brewers are asking for unlimited on-site alcohol sales and unlimited off-site sales (Watts, 2016). They also want the ability to do some on-site distribution, alleviating some of the pressure on other distributors and brewers (Watts, 2016).
Breweries are especially optimistic about changes since the demand for craft beer continues to rise. According to recorded data, in 2004, craft beer sales grew between 6% to 12% each year from 2004 until 2008. This was a result from people starting to connect with smaller and local breweries. Craft beer types have increased numerically from 8 to 537 between 1980 and 1994. By 2013, there were an astounding 2,800 craft beer types. As of June 1, 2013, there are more than 1,500 breweries in development in the United States In terms of sales history industry-wide and market share over the last decade, its market share is “approximately 8.1% and currently 11.1% of all beer sales in the United States are craft sales”. The market share in dollar terms for craft beers has also increased
7
tremendously from 14.3% to 19.3% (Herrera, Alex J, 2016). The graph exhibits this increase focusing on the U.S. beer sales volume growth in 2014. When this type of rapid growth occurs, it also affects the economy. The craft brewing industry has contributed $55.7 billion to the U.S.
economy and provided more than 424,000 jobs for Americans (Brewer’s Association, 2016).
Again, the challenges that the industry faces is the fact that it must adhere to strict laws put in place by the government that prevents them from being able to provide a product whenever they want. According to allied market research, changes in what people like to drink have increased the demand for micro-breweries. Because of this expected future continuous change, the increase of micro-breweries is expected to grow by 9.3 percent from 2015 through 2020. (Bisht, 2014) Therefore, there is definitely a lot of promise and room for growth in this industry. The current demand curve for craft beer is currently positive at around 6% according to a study research done from 2015 until 2020. According to USA today, the U.S. placed number 14 globally for countries with the largest per capita consumption of beer (Frohilich, 2015). Growth potential for craft beer is also very high. In 2013, craft beer posted an annual growth of 17.2%. By July 2014, it was up to 20.9%.
There have been many technological advances over the years when it comes to
the way that companies brew beer. The use and advancement of computers has contributed widely to the advent of a quicker more efficient beer making process. Companies are now using computers to regulate and scrutinize every step of the beer making process from start to finish. This not only makes the process more seamless, but it also allows for breweries to brew more than one type of beer in their facilities. Redhook, which is a brewery that brews 17 different beers at one time; uses computers to brew over 1000 kegs per day (Americancraft, 2012). Beer has definitely come a long
8
way. Companies in the industry distribute through outside retailers such as gas stations or restaurants that serve their beer. This is because it is a law that they are not allowed to sell their product on site. This is why breweries conduct tours for prospective customers to taste their beer. Other than the regulations that are upheld by the government, there are also regulations as to when companies can sell beer to consumers. These time frames are Monday to Saturday from 2 a.m. to 7 p.m. and from 2 a.m. to noon on Sunday. Beer companies must also get a permit to be able to sell alcohol on their premises. However, each state has its own laws that vary in addition to federal law.
With market potential, craft brewing is becoming a trend among many, especially millennials. Studies have shown it is popular for this generation to move towards craft beer over American lager. There are several reasons for this trend. The most common reasons being small breweries have the ability to provide high- quality products while maintaining the “shop- local” classification and they provide the consumer with a form of self-expression by providing the opportunity to choose unique products. (Herrera, 2016)
For 2015, the popular craft beer trends included: sessionable styles (pilsner, session IPA, blonde/golden ales, etc.), sours (particularly sessionable sours like gose and berliner weisse) and fruit or other infused takes on existing styles (grapefruit or other citrus flavor IPA or coffee beers) (Brewer’s Association, 2016). However, according to Bart Watson, Chief Economist for the Brewer’s Association, the trend for 2016 in the craft brewing industry is to not follow the trends. Watson states how competitive this industry is with the large amount of rapid growth and the small amount of scope for differentiation, which leaves no room for brewers to follow their competition's trends.
By 2016, there will be 5,200 craft breweries in the United States (Herrera, Alex J, 2016). This leads to a vast amount of competition for craft beer. However, the positive side is that most smaller craft breweries appeal to their local market so the main competition for Southern Sky includes the breweries that are within Kennesaw and its neighboring areas such as The Burnt Hickory Brewery of Kennesaw, Dry County Brewery of Kennesaw, Reformation Brewery of Woodstock and Red Hare Brewing company in Marietta. These local breweries are all serving the same consumers in the area of Kennesaw, Woodstock and Marietta. The consumer demographics include millennials and those who support the shop local trend within the community.
Coming back to SSBC’s own trends, it does not have a well-established reputation yet. However, there is some buzz surrounding their new venture. Atlanta Magazine named it amongst one of “the most anticipated Atlanta craft brewery openings in 2016”. (Vorel, 2016) They have been placed on “To watch” lists from websites like Creative Loafing and more (Ray, 2015). They received a 3.67 out of 4 from Untapped, a brewery review website. They have had 32 people “like” their brewery and 478 people have rated. (Untapped, 2015) They have received positive feedbacks from festivals they have attended, as well as online and in person feedback. However, Yelp currently has no reviewers for the brewery up-to-date, which is one of the most used apps for millennials when it comes to finding reviews. This is especially important since Near’s target
9
market are young professionals from the ages 21-35 years old. Based on this information, they do not have a huge presence yet. According to an article from Forbes, the US Bureau of Labor contends that 75% of brand new businesses survive their first year, but then the numbers continue to go down from there with 69% surviving two years and only 50% surviving for five years (Nekalp, 2015).
With social media platforms, SSBC currently handles its own public relations and marketing efforts by using platforms like Twitter, Facebook, Google+, and Instagram to promote their company. They take a very personable approach to relate and attract millennials with the use of memes and funny one-liners. The Facebook page has over 1,084 likes with a 5 out of 5 stars reviews from 22 users. The brewery’s Twitter account also has a following of 400 followers since it joined December 2012. For Instagram, it has 253 followers. It also has one review on Yelp that rated the company a 3 out of 5 stars.
Other craft breweries show a stronger following in the local area of Kennesaw, Woodstock, and Marietta.
COMPETITORS Kennesaw Area
The Burnt Hickory Brewery
The Burnt Hickory Brewery was established in 2011 located in downtown Kennesaw. The company started as a nanobrewery producing less than 200 barrels in a year. Nanobreweries are craft beer segments that generally do not produce more than one set or batch at a time. It is locally served and the basic level of production before leveling up to different markets segment in the craft beer industry. (Holl, 2014) In 2014, the company created a blueprint to remodel and upgrade from nanobrewing to micro brewing which is defined as “a brewery that produces less than 15,000 barrels of beer per year with 75% or more of its beer sold off-site” (Brewers Association, 2016).
Currently, it offers tours on Tuesday to Thursday from 4:30 p.m. to 7:30 p.m., Friday from 5 p.m. to 8:30 p.m. and Saturday from noon to 4:30 p.m. The price of the tour is currently not listed on the website.
The brewery has been featured on the Marietta Daily Journal, Creative Lofting, Access Atlanta, PURGE and Go Small Biz. In terms of social media platforms, it currently uses Facebook and Twitter. The Facebook page currently has approximately 11,000 likes with a 4.8 out of 5 star review from 289 users, which means that that attitude from the public outlook is positive. As for its Twitter page, the brewery joined the platform on March 2011 and currently has 4,466 followers.
Dry County Brewing Company
10
Trey and Cooper, two Georgia natives, established the Dry County Brewing Company in late 2014. The brewery currently offers IPA and session Ale. Shirts and hats are also sold on the website ranging from $20-25 each. Currently, it consists of 19 distributors. According to a Facebook response, they currently do not offer tours but will open starting summer of 2016.
As for the brewery’s social media platform, it currently utilizes Facebook and Twitter. The Facebook page currently has 804 likes with a 5 out of 5 star review from 25 users. For its Twitter’s account, it has a following of 107 users since July 2015. Woodstock Area
Reformation Brewery
The Reformation Brewery was established Oct. 31, 2013 and currently has 12 staff personnel. Its brand is centered around six core values to accomplish its vision and culture: story, authenticity, acceptance, humility, moderation and humor. The beers are offered in bottles, cans and drafts. It can be bought around North Georgia in multiple retailers ranging from bars, restaurants, package and grocery stores.
The brewery offers tours at $15 for admissions that allows tastings called “sample pours” or a souvenir six-pack option. They also host events at different prices for different goals. For example, Family Funday: Cookies & Beer is to support a GirlScout troop in a family-orientated event.
Currently, you may find Reformation on many social media platforms: Facebook, Twitter, Instagram, YouTube, Pinterest, and Yelp. The Facebook page has 7, 213 likes with a 4.9 out of 5 stars review from 85 users, which is also a positive public outlook.
According to Facebook, the brewery is “very responsive” to messages. As for the
Twitter page, the brewery has 2,134 followers since it joined October 2009. They also have an active Instagram account with over 3,219 followers. As for the YouTube account, it only has 22 subscribers, but has informative videos about the company. The company is also on Pinterest with 139 followers. Last, but not, least, it currently has 12 reviews on Yelp with a rating of 4.5 out of 5 stars. The company even has its own unique hashtag, “#setbeerfree”.
Marietta Area
Red Hare Brewing Company
The Red Hare Brewing Company is another microbrewery established in August 2011. The company currently distributes in three states: Georgia, South Carolina and Tennessee. It currently has 15 personnel under the sales forces. They offer many craft
11
beers ranging from year-round mainstays, seasonals, series, collaborations, evolutions, and even craft soda.
Currently, it offers tours and tastings called “The Pint Glass Tour” for $12 that allows 36 ounces of sample tastings and a souvenir take-home pint glass. Not only is the brewer dog friendly, but also it is also family-friendly where root beer is offered for under-aged guests. The brewery can hold private events by request.
SWOT ANALYSIS Strengths
Weaknesses
• Quality beers • Special one-offs called
“Experimentals “ • Family owned • Local
• Upfront cost • Low exposure/ awareness • Only three employees • Has not hit profit margin • Three-tier system • Weak social media presence
Opportunities
Threats
• Geography/location • Rise in craft beer appreciation • Local partnerships and involvement • Change in legislation • Untapped market
• Georgia beer legislation distribution • Competitors
PROFILES OF POTENTIAL PUBLICS
College Students
The educational institution, Kennesaw State University, holds a large amount of key
publics for Southern Sky. KSU currently enrolls approximately 24,500 students and the average age is 23. College students tend to follow the growing trend of craft beer as a social activity and identity. The majority of KSU students are not aware of Southern Sky, but there is a great opportunity to build awareness and brand recognition as well as create
12
relationships at student-related events such as sporting event tailgates, college nights at the brewery or student discounts for the brand.
Guilds
The definition of a guild from Google is: an association of people for mutual aid or the pursuit of a common goal. In this case, Georgia has its own guild where many breweries and sponsors have come together to work for changes in the state that will help existing and future brewers. Specifically Georgia Craft Brewers guild aids education of craft brew laws and legislative outreach. Brewers can join the guild and be a part of quarterly meetings and have a voice in ongoing objectives in the guild. It also creates the opportunity to network with other breweries.
Home Brewers
Near expressed interest with home brewers. He hopes to connect with them to provide an opportunity to showcase their products at the brewery tours while simultaneously raising awareness of his business. Currently, Georgia has a chapter under the Home Brewers Association, which consists of many clubs. Amended in 2014, the Georgia statute allows home production of beer as long as it does not pass the maximum restriction allowed, which is 100 gallons per calendar year for one resident at the age of at least 21 years old. It is 200 gallons per calendar year for two or more residents. Based on the information on their website, there are multiple clubs near the Kennesaw, Woodstock and Marietta area.
Location Club Names
Acworth Atlanta Brewers Club
Atlanta Final Gravity Craft Brewers
Atlanta Hop Yours!
Atlanta Thunderbolt Island
Canton Southern Brewers
Marietta Hop Booya
13
Marietta Marietta Association of Schoolhouse Homebrewers (M.A.S.H.)
Roswell Colonial Brew Club
Smyrna Smyrna Belgium Brewers
Woodstock A Tribe Called Grist
Woodstock Cherokee Highlands Beer Society
Woodstock Woodstock Malt Monkeys
Young Professionals
The key demographics for the competitors of Southern Sky would be young professionals in Kennesaw, Acworth and Marietta area. Because of the three-tier system of beer, many of the competitors only have a relationship to the product until it leaves the brewery; then the product is in the hands of the distributor. The way that many of the competitors motivate self-interest is by giving tours as well as showing up at many beer festivals. Currently many of the competitors use social media as their main media use. The competitors also are hosted on a variety of beer rating websites, which also help consumers find out about their product.
Local Businesses (local restaurants, managers, employees)
Because of the three-tier system, which states that, breweries must go through a distributor to sell their beer; Southern Sky will not be able to provide its beer directly to consumers. Therefore, local businesses are very important for the success of the brand and all products that Southern Sky creates. The major places in Kennesaw that would interest Southern Sky’s key demographic would be World of Beer, Mellow Mushroom, Taco Mac and Twin Peaks. If Southern Sky could sell their beer at these places the exposure opportunity would skyrocket because of the popularity and traffic of these restaurants. Also, many of these places are chains or franchises, so if Southern Sky could tap into their customer base it would not limit exposure to Kennesaw.
Media Influencers
Media influencers often have a big influence on brand awareness and image. Bloggers, social media influencers and journalists are all involved in this public because of the impact that they have on any business trying to make their brand the next big thing.
14
Southern Sky will have the opportunity to build relationships with media influencers here at Kennesaw State as well as some in the larger media outlets if they choose to do so. These media influencers are critical to a new brand of craft beer because they offer a way to connect to an audience that is valuable to Southern Sky Brewer’s brand, such as a blogger’s loyal audience. Media influencers involved with social media also tend to be millennials, which also happens to be Southern Sky’s target consumer.
According to research, the problem with the company is trying to determine how to move forward and increase brand exposure. Since SSBC has no investors and have complete control over the decision-making power, they also have an opportunity to personalize their branding efforts. Other opportunities include growing with the help and support of the community along with a potential change in Georgia legislation that will favor them.
Their potential issues and difficulties include the fact that they are not yet fully
established, they have limited workforce, a weak social media campaign, distributor problems that may threaten to halt distribution if they cannot keep up with the demand, Georgia beer legislation issues, too much expansion with not enough supply, and lack of any profit(s) so far.
A large portion of the potential publics of Southern Sky Brewing Company lacks
brand awareness due to minimal exposure in social setting and local media coverage through marketing and public relations efforts.
15
16
Build relationships within the local community by establishing brand awareness and increasing exposure.
● Establish a presence in the Kennesaw State University college campus and local community by participating in three events by December 31, 2016.
● Create and maintain relationships with local journalists, bloggers, and social media influencers to build SSBC’s public brand image through Kennesaw and Atlanta area news outlets, with a base being built by December 2016.
● Wesley- Increase social media presence across platforms by 75 % followers and likes in combination from all platforms by Dec. 31, 2016.
KSU UPPERCLASSMAN
The key publics for college students at Kennesaw State University are Juniors and Seniors. They make up 47% of the student population with a 1:2 ratio of traditional versus nontraditional students. The demographic for these student class levels are males and females who are at least 21 years and older. The specific publics we are seeking within this student body are individuals who are seeking a social lifestyle and extended activities outside of the college campus. These individuals are also active on social media. Currently, this public has minimal exposure to SSBC. KSU Upperclassmen have the opportunity to create an everlasting atmosphere for college students at SSBC. The students can establish a relationship with the brewery that will grow into an ongoing tradition for current and future KSU students. This will add to student’s college experience that will garner a lifelong positive relationship between KSU students and SSBC. Primary Message: Top off the college experience with your friends and colleagues at SSBC, where you can take part in creating a legacy and ongoing tradition.
17
Secondary Message: ● Kennesaw State University students are more likely to respond to a positive
recommendation from their peers influencing them to try SSBC products. We need KSU upperclassman to participate in SSBC college-related events in order to create word-of-mouth among the campus.
Primary Message: KSU is currently the second largest college in the state of Georgia. Because you are widely recognized within the community, we want to see you impact the growth and development of SSBC and the craft beer industry. Secondary Message:
● By touring the brewery and being a returning customer, the KSU upperclassmen can gain the ability to impact our community and the craft beer industry. SSBC strongly encourages the KSU upperclassmen to make at least two visits to the brewery each semester.
LOCAL MEDIA OUTLETS
Media influencers often have a big influence on brand awareness and image. Bloggers, social media influencers and journalists are all involved in this public because of the impact that they have on any business trying to make their brand the next big thing. Southern Sky will have the opportunity to build relationships with media influencers here at Kennesaw State as well as some in the larger media outlets if they choose to do so. These media influencers are critical to a new brand of craft beer because they offer a way to connect to an audience that is valuable to Southern Sky Brewer’s brand, such as a blogger’s loyal audience. Media influencers involved with social media also tend to be millennials, which also happens to be Southern Sky’s target consumer. Cross-referencing to one of our key publics, KSU’s upperclassmen, and internal outlets within Kennesaw State University Student Media (KSUSM) provides entertainment, information and news to the campus. The Sentinel newspaper is offered on a weekly basis. Owl Radio is facilitated by students and broadcasts campus news along with streaming services on iTunes, Ustream, TuneIn and other video and audio player. The Sting, a student lifestyle magazine and formerly known to Southern Polytechnic State University’s student, is an addition to KSUSM. A marketing team is also a part of KSUSM and they offer services such as advertising and promotions to outside businesses. As for a local media outlet, the Marietta Daily Journal can also be utilized to promote awareness of SSBC. Last, but not least, there are bloggers in the Metro Atlanta that writes about craft beers. James “Jim” Vorel, for example, is a writer and news editor for Paste Magazine, but he also writes reviews and features about craft beer. Austin L. Ray, Creative Loafing’s “Beer Guy”, writes articles on the Foods and Drinks section of the newspaper. All these outlets, in general, are ways to target millennials. Primary Message: Millennials and the local community seek news and information through your media outlets. This is an opportunity to brew up coverage on a trending topic
18
for craft beer enthusiasts. Secondary Message:
● Local and small business craft beer companies reached 11 percent of the volume share of the marketplace in 2014, showing that it is a massively growing industry that needs attention (Berman, 2015).
● This market also saw an 18 percent rise in its volume 2 as well as a 22 percent increase in the retail dollar value (Berman, 2015).
Primary Message: Local companies will benefit from the presence of the business by helping to revitalize the commercial district. Secondary Message:
● If the district continues to grow as a commercial district, more businesses will migrate towards the area and will need to also make their presence known therefore paying for advertising and promo that will be done by the local media outlets.
● As the business becomes more popular there will be references to the said local media outlets therefore increasing their traffic and more money will be made.
● Clearly this market will grow rapidly especially among the young audience that media influencers are trying to reach, proving this is a necessary industry to be informed about and involved with.
LOCAL AREA YOUNG PROFESSIONALS
The members of these associations are male and female between the ages of 25-35 years old who are engaged with the local community and its development. This public uses different social media platforms to engage, influence, and network such as Facebook, Instagram, and Twitter. Through the Young Professionals of Cobb Chambers, Young Professionals of Woodstock, “20-30 Somethings in Cobb County” Meetup group, and Technology Association of Georgia, SSBC will have an opportunity to connect with a thriving community full of metro Atlanta’s brightest millennials. Primary Message: There is currently not a physical place for young professionals in Cobb and Fulton County to converse and socialize. Providing this place will put your organization at the forefront in the mind of potential donors. Secondary Message:
● There are not many breweries that provide a place for young professionals to socialize.
● 90 percent of the key demographic enjoys beer regularly. ● Many young professionals frequently search for places to hang out and meet other
young professionals and millennials.
19
Primary Message: Because of your good name and presence in this community and your reputation as talented young professionals, your support of Southern Sky Brewing Company would benefit your visibility within the community and ultimately help you to connect with other young professionals and grow your potential in the professional community. Secondary Message:
● Your support will help you to gain visibility by speaking up about SSBC ● You will reinforce your position as a well-respected young professional by making
an effort to support SSBC ● You will be recognized and associated with the “Craft Brew Community” as well as
a community of aspiring entrepreneurs and potential business owners ● Your support will resonate with other relevant economic, social, and civic leaders in
our community
KSU UPPERCLASSMAN Strategy One: Create an atmosphere for KSU students that will establish a legacy for the brand among the students, inviting them to be a part of brewery activities through the channel of social media. Tactics:
● Throw “College Tasting Night”. ● Establish “Open Hang Out Nights” for students to study and have a drink together.
○ Decide on atmosphere and set up. ○ Choose night of the week - make it consistent every week.
● Throw Open Mic Night. ○ Get college students to be a part and be the talent. ○ Offer special beer discounts on these nights to students only.
● Throw Trivia Night. ○ Offer a special discount to the winner each night.
● Offer special discounts for tours and products. ○ Get discount cards/loyalty cards. ○ Hand them out at KSU ○ Have them available at the brewery.
20
Strategy Two: Create a presence on KSU campus through online media connections and face- to- face interaction that encourages them to visit SSBC to receive discounted college rates. Tactics:
● Set up tents on the Green to publicize. ● Give away free fractal designed coozies, t-shirts, and other merchandise. ● Give away free beer coupons. ● Give hand outs on special events coming up. ● Create and distribute discount cards for tours. ● Provide info on booking SSBC for events — especially for the Greek crowd.
LOCAL MEDIA OUTLETS Strategy One: Promote brand awareness and exposure through media outlets that college students and local professionals consume. Tactics
● Create a Media Kit on the SSBC official website. ● Radio Advertisement through KSU’s Owl Radio. ● Create Pitch Letter to invite local bloggers to go on Brewery Tour ● Propose Feature Story on Sting Magazine interviewing students who are craft beer
enthusiasts at KSU. ● Create flyers that can be used for the advertising section of newspapers and
magazines. Strategy Two: Strive to get on as many local media outlets to have a more powerful presence in the community. Tactics:
● Create a Media List with at least 10 contacts. ● Invite local media stations to events and give complimentary taste tests and free
gifts as a method of persuasion. ● Seek out the people who write about the topics you’re interested in; the journalists,
the publishers, the editors and develop relationships with them. ● Create informational brochures that can be distributed ● Stay engaged on social media/build a social media following ● Send information about events to local media stations (AJC, KSUSM, MDJ).
● Press releases, article pitches, feature stories
21
● Send a handwritten thank you notes and gifts to editors, reporters, and on-air personalities. (They are more likely to cover you in the future this way.)
LOCAL AREA YOUNG PROFESSIONALS
Strategy One: Enlist the support of active young professionals to help create an environment where current and future members will have a place to come to when they want to meet other like minded people. Branded as the legacy campaign, this will help your organization make a permanent mark and create widespread visibility for your mission and cause. Tactics:
● Make a media list of potential young professional groups in Fulton and Cobb counties.
● Contact these professionals with a compelling pitch about the uniqueness of SSBC and value proposition for their participation.
● Create flyers voicing the mission. ● Set up a meeting with young professionals with the heads of your organization to
further voice the impact of their contributions and donations.
Strategy Two: Secure the participation of these young professionals by being a part of monthly meetings and by formulating presentations or other informational items that will peak their interest in SSBC. Also take part in networking events and provide all necessary information and resources to make their involvement in SSBC easy while making use of young professionals resources. Tactics:
● A handwritten invitation and coupon for young professionals to join SSBC at their brewery for an introduction to their product and business
● Make a five-minute presentation introducing the unique qualities of SSBC’s brewery and business practices.
● Provide brochures that inform young professionals of the potential benefits of advocating for SSBC.
● Send email or have a personal meeting with young professionals requesting any assistance in the effort to produce brand recognition within our community. Suggest ways of increasing brand awareness by utilizing these professionals’ resources.
22
(See attachment.)
23
(See attachment.)
24
25
(See attachment.)
26
27
Objective 1 Criteria Establish a presence in the Kennesaw State University college community by participating in three events by December 31, 2016. Tools Collaborate with KSU student life administration to schedule events to attend. Objective 2 Criteria Create and maintain relationships with local journalists, bloggers, and social media influencers to build SSBC’s public brand image through Kennesaw and Atlanta area news outlets, with a base being built by December 2016. Tools In December, we’ll go back and look at how many relationships we have built with these media influencers over the past year. It will be successful if we have built a base of influencers and journalists and even have seen stories about SSBC as well. This will give us a good jumping off point to set our next goal in this area. Objective 3 Criteria Increase social media followers across all platforms by 75% by Dec 31, 2016. Tools Records kept of follower increase throughout the allotted time period.
28
Near, J. (2015). The Brewery | Southern Sky Brewing. Retrieved January 31, 2016, from http://www.southernskybrewing.com/brewery.html Craft Breweries Proving to Have Huge Economic Impact in Georgia. (n.d.). Retrieved February 09, 2016, from http://www.councilforqualitygrowth.org/craft-breweries- proving-to-have-huge-economic-impact-in-georgia/ Sheinin, A. G., & Torres, K. (2015, May/June). July 1 means new Georgia laws take effect. Retrieved February 09, 2016, from http://www.myajc.com/news/news/state- regional-govt-politics/july-1-means-new-georgia-laws-take- effect/nmpdN/#961e73b4.3989913.735780/?icmp=AJC_internallink_031315 _BeerTTK Watts, S. (n.d.). Legislative Overview | Georgia Craft Brewers Guild. Retrieved February 09, 2016, from http://www.georgiacraftbrewersguild.org/government-affairs/ Brewer’s Associations (2016). Brewers Associations, A Passionate Voice for Craft Brewers. Retrieved from https://www.brewersassociation.org/statistics/national-beer- sales-production-data/ Herrera, Alex J., "Craft Beer Expansion in the United States" (2016). CMC Senior Theses. Paper 1279. Retrieved from http://scholarship.claremont.edu/cmc_theses/1279 J. H. (2014). Nano-Breweries: Talk of the Craft Beer Nation. Retrieved from Nano- Breweries: Talk of the Craft Beer Nation Retrieved from http://www.craftbeer.com/craft-beer-muses/nano-breweriesmdash-talk-of-the-craft-beer- nation Brewer’s Associations (2016). Brewers Associations, A Passionate Voice for Craft Brewers. Retrieved from https://www.brewersassociation.org/statistics/market-segments/ Dry County Brewing Company (2015). http://www.drycountybrewco.com/new-index/ Reformation Brewery (2013). http://reformationbrewery.com Red Hare Brewing Company (2016) http://www.redharebrewing.com
29
Ray, A. L. (2015, July 2). Georgia Brewery Watch 2015. Retrieved February 11, 2016, from http://clatl.com/atlanta/georgia-brewery-watch-2015/Content?oid=14675787 Southern Sky Brewing Company. (2015, April 21). Retrieved February 11, 2016, from https://untappd.com/SouthernSkyBrewingCompany
Nekalp, N. (2015, May 11). Surviving Your First Year As A Small Business Owner. Retrieved February 15, 2016, from http://www.forbes.com/sites/allbusiness/2015/05/11/surviving-first-year-as-small- business-owner/#4092a80f73e5 Peter, T. (2016, February 12). HR 1345 Filed during 2016 Legislative Session | Georgia Craft Brewers Guild. Retrieved February 16, 2016, from http://www.georgiacraftbrewersguild.org/hr-1345/ Vorel, J. (2016, January 5). The most anticipated Atlanta craft brewery openings in 2016 See more at: Http://www.atlantamagazine.com/drinks/the-most-anticipated-atlanta- craft-brewery-openings-in-2016/#sthash.jXv45orv.dpuf. Retrieved from The most anticipated Atlanta craft brewery openings in 2016 - See more at: http://www.atlantamagazine.com/drinks/the-most-anticipated-atlanta-craft-brewery- openings-in-2016/#sthash.jXv45orv.dpuf
