Short's Digital Campaign

Short’s Summer Lovin

RHCCM

Sara Rubino – Sam Harris – Olivia Crinnion – Tom Cousins – Brianna Moss

Digital Campaign

Short’s BreweryShort’s culture:

● Short’s, strictly Michigan based, prides itself on its “power of smallness” and the encouragement of creativity within the Short’s family, as well as its core concept of being a “pub” with a “homey feel”.

Brand Goal: ● To share the Short’s culture through creative,

digital collaboration with an emphasis on reaching women.

Instagram - 7,000Twitter - 21,000 followersFacebook - 43,000 likes

- Only social media, no apps.

Competitor PresenceNew Holland Bells

FoundersGreenbushInstagram - 4,005 followersTwitter - 8.207 followersFacebook - 19,000 likes

- Only social media, no apps

Instagram - 7,092 followersTwitter - 19,400 followersFacebook - 45,936

- Does have an app

Instagram - 41,000 followersTwitter - 107,000 followers Facebook - 100,000 likes

- Only social media, no apps

Dark Horse

Instagram - 5,545 followers Twitter - 9,682Facebook - 42,998

- Only social media, no apps

Short’sInstagram - 7,143 followersTwitter - 19,513 followersFacebook - 46,001 likes

- Only has social media, but app is integrated into our campaign.

Research Insight STATS

● Women ages 21-34 now consume craft beer above the national average, meaning that they represent one of craft beer’s strongest groups of supporters. Even more telling: Females 21-34 represent 15% of total craft-beer consumption.

● Women account for 25% of total beer consumption by volume and 37% of craft-beer consumption in the United States.

Research Insight “For the most part, I don’t think beer marketing is directed to

women,” she says. “I see lots of beer ads using sexy bikini-clad babes to appeal to men, which is a little offensive to us girls. There have been ridiculous attempts to market pink, or fruity, or low-calorie brews to women, but none has succeeded. We’re looking for flavor.”

- Hayley Jansen, beer sommelier at New York’s Taproom No. 307

This excerpt represents the beer advertising environment with regards to women. Our campaign will challenge typical beer advertising by engaging with creative, passionate women in a collaborative way that is centered around what the target and Short’s love most, the beer.

Target MarketCreative women, ages 21-50

● Women who enjoy and can afford craft beer, especially those who attend summer festivals in Michigan

● Digitally-driven women that frequent social media platforms.

● Engaged via mobile and use smartphone applications.

Strategy ● A campaign structured around Instagram that

takes fan-generated artwork and places it on Short’s merchandise.

● Short’s Brewery will be present at various events and festivals around Michigan where fans can pick up their personalized merchandise.

● With the multichannel use of social, display and mobile advertising, Short’s will inform and engage consumers about this campaign to create a snowballing effect that will run all summer long.

Overall Objectives

● Leverage summer festival attendance to collaborate with craft beer drinkers in an engaging, creative way and recipricate value to fans, especially those who participate in the Instagram contest and attend the summer festivals.

● The campaign will result in huge amounts of fan-generated content that Short’s can then feature on products and, as a result, include their Michigan family in the creative process.

● Create a strong word-of-mouth.

● Boost social engagement with an emphasis on our campaign hub, Instagram.

Customer Journey● Using Instagram as the hub for our photo-based contests,

we will initiate our campaign with email and display advertising.

● We will use owned and paid media such as promoted social as well as email in order to ignite awareness of the campaign

● Then we will use owned media, such as established social media platforms, and display advertising to engage and spread awareness with consumers and send them to our App.

● We will also garner earned media with our social media contest and our app. Our campaign is tailored so that Short’s biggest fans will have the ability to engage with the brand in relevant ways that create passionate social sharing, word of mouth, and ultimately a bridge inviting other craft beer drinkers to join the Short’s experience.

Journey

Social Media

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Facebook *Data

Have you RSVP yet?

What's your favorite summer activity

1 post for "Tap Takeover"

Throwback post "Do you remember?

Last chance to RSVP post

1 post of the festivals itinerary

Instagram *Data

User photo generated from Sat.

Photo of possible merchandise

1 photo of"Tap Takeover"

Summer Lovin' Photo throwback

Photo of town of next festival

Photo of artists and their Shorts customs

Twitter *Data

3 tweets promoting the Shorts brand

1 tweet for Festival, 2 for RSVP

1 tweet for location of "Tap Takeover"

2 tweets with tap takeover brew specials

3 tweets that call action to festival & RSVP

Updates of ongoing festival activities

Youtube *Data

1 "get to know Shorts" profile

1 preview of an upcoming festival

Instagram Campaign ● To embed Short’s digital brand in the hearts of

Michigan beer lovers, the Instagram contest will allow fans who both submit an Instagram picture to the contest Instagram hashtag, #shortssummerlovin, as well as RSVP on Facebook to selected Michigan beer festivals the chance to purchase discounted beer bottles, cases, and packs that have been designed with their own artwork.

● The label art will retain the Short’s brand name as well as #shortssummerlovin, the beer flavor, and its title. This will result in free, creative advertising which will induce word-of-mouth advertising before, during, and after each event. This snow-ball effect allows each event to boost Short’s social engagement and awareness increasingly throughout the campaign.

InstagramExample of user submission

Facebook

Facebook

Facebook

Display AdsObjective / Strategy:● Reach women on sites and blogs selected

for their topic affinity, popularity, traffic, and reach within Michigan that fall under our target’s interests. Display ads will be call-to-action and awareness ads that link to the Instagram posts announcing the contest.

Display Ads● Interest keyword targeting - craft beer / creative/ graphic design / summer

festivals / beer gardens / beer / micro brews / bars / Michigan / Instagram / art / music / music festivals / micro breweries

● Bidding type - CPC - Cost-per-click allows the campaign to gain substantial reach without paying for wasted impressions.

● Location - Michigan● Exclusions - drug abuse related sites / crime-related sites ● Interest Category Targeting - Home improvement / Painting - Arts and

design education / Craft Brewing● Affinity Targeting - Foodies● Topic Targeting - Beverages● Site Targeting - beer advocate.com - ratebeer.com - homebrewtalk.com ● App Targeting - Home Brew - Untapped - Beer Pong - iBeer● Blogs - general beer blog-http://www.michiganbeerblog.net/

art blog (west michigan)https://wmartists.wordpress.com/for women - http://westmichiganwoman.com/blogwomen who love craft beer-http://www.girlspintout.org/blog/

Display Ads

Display ad example

Will direct traffic to Instagram announcement post where information on contest, app, and campaign can be found.

Display AdsMeasurable Objectives:

● Raise / retain online engagement● Raise sales of less-purchased beers● Increase brand image with creative message

(Shorts makes the best, most creative beer in Michigan)

● Raise brand engagement with the female craft brew market with creative contests on digital platforms.

● Conduct before-and-after focus groups or surveys

Mobile Apps The Short’s Summer Lovin’ app for iPhone / Android will integrate with social media updates, and use geo-targeting to locate beer and inform display ad bidding. By acting as an alternative menu for Short’s beer with fan-generated art labels, a verification tool for submitted content and event RSVPs, and a tool for informing how many users are at events (helping inform future display ad spending), the app will be an essential yet engaging piece of the campaign.

Short’s SupplyOrder Process

Short’s SupplyOrder Process

Short’s SupplyOrder Process

Short’s SupplyOrder Process

Short’s SupplyOrder Process

Short’s SupplyOrder Process

Short’s SupplyOrder Process

Short’s SupplyOrder Process

Short’s SupplyOrder Process

Festival/Events Attendance Dates

World Expo of Beer 15,000 May 15th-16th

Michigan Beer and Brat Festival 3,000 May 23rd

Venetian Festival 30,000 June 5th

Jobbie Nooner 15,000 June 26th

Traverse City Cherry Festival 500,000+ July 4th-11th

Blissfest 15,000 July 10th-12th

Faster Horses 25,000 July 17th-19th

America on Tap 5,000 July 18th

Bay Harbor Art Festival 2,500 July 25th-26th

Traverse City Film Festival 131,000 July 28th-August 2nd

Dream Cruise 1.3 Million August 15th

Totals 2,041,500

Campaign Event Calendar

Budget Considerations● App Development

● Festival Vendor fees

● Printing

● Social media monitoring

● Display

● Custom beer delivery

KPIs● App downloads

● Display CTR

● Contest entries

● Social engagement

● App location Data

● Change in sales

● Contest and Brand mentions

Next Summer...If the campaign goes well and continues to the next year:

● A custom, downloadable keyboard with beer and Short’s emojis will be added to the app. This will encourage our users to settle for a more passive brand app experience until the next summer.

● The Instagram contests will continue throughout the year but be less frequent until the summer.

● Arrange with certain restaurants and bars to enable delivery of custom merchandise for pickup at said business by the consumer.

● Artwork will be integrated into the Untappd app in the form of badges, earned for ‘checking in’ certain beers. Note: The Untappd app is basically Foursquare for beer.

Sources:http://www.darkhorsebrewery.com/#abouthttps://www.shortsbrewing.com/ http://academic.mintel.com.proxy2.cl.msu.edu/display/708073/http://www.statista.com/statistics/289529/us-craft-beer-drinkers-by-age-and-gender/http://firstwefeast.com/drink/how-craft-beer-fails-its-female-fan-base/ http://www.greenbushbrewing.com/http://www.michiganbeerblog.net/https://wmartists.wordpress.com/http://westmichiganwoman.com/bloghttp://www.girlspintout.org/blog/