Great Divide Brewery - IMC Campaign (Student Project)
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Great Divide: Integrated Marketing Campaign By Erica Augustine & Whitney Irwin
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This was a group project in which my teammate and I chose a local company for which to write an Integrated Marketing Campaign. We chose Great Divide Brewering, a brewery located in downtown Denver. We met with a company representative who gave us some great background information on the company, we researched the company's competitors and the craft beer industry, and we wrote a campaign that incorporated some of the company's actual future plans and budget to create a cohesive, targeted, and realistic plan. The plan includes objectives, a message and message tactics, evaluation, budget, and implementation. The course culminated in a presentation to our professor and a Great Divide representative and was well-received by both. Below are the slides we showed during our presentation.
Transcript of Great Divide Brewery - IMC Campaign (Student Project)
Great Divide:Integrated Marketing Campaign
By Erica Augustine & Whitney Irwin
Overview
• Founded in 1994 by home brewer Brian Dunn
• Brews “big beers”• Series of expansions to
keep up with growth• Goal: continue to grow
and reach 15,000
Market Drivers & Trends
• Food Pairings• Obesity In America• Growth in the Super-
Premium Segment• The Green Revolution
CompetitorsBrewery Image/Message Evidence
Avery Brewing Technical beer-making Tons of awards, emphasize “quality English-style ales”, they
pair their beer with various cheeses
Boulder Beer Company Craft heritage, folksy Labels have a “Ben & Jerry’s”-like quality. Own a brewpub and pair the items on their full menu
with their beers
Left Hand Brewing Company Colorado heritage Name comes from a Coloradan Indian chief, bottle designs
commonly have Native American patterns.
Odell Attention to detail (technical), Green Brewery
Website details green initiatives
Great Divide’s Message
• Current IMC Message: Drink Great Divide’s beers because of their balanced and flavorful taste.
• New IMC Message Options:
Message 1:Local Pride
Message 2:The Green Brewery
Message 3: Food Pairings
New IMC Message
• Drink Great Divide’s award winning beers because they are brewed for beer lovers who appreciate a balanced flavorful beer either on its own, or paired with food.
IMC Objectives
• Objective 1: Increase brand awareness by X% amongst beer festival attendees over the course of a year.
• Objective 2: Increase online brand awareness via the company’s website by X% amongst members of the company’s target market over the course a year.
• Objective 3: Generate X new product trials at the Great Divide Tap Room amongst members of the target market over the course of a year.
• Objective 4: Increase sales to the company’s bar and restaurant accounts by X% over the course of a year.
IMC Objectives
• Objective 1: Increase brand awareness by X% amongst beer festival attendees over the course of a year.
• Objective 2: Increase online brand awareness via the company’s website by X% amongst members of the company’s target market over the course a year.
• Objective 3: Generate X new product trials at the Great Divide Tap Room amongst members of the target market over the course of a year.
• Objective 4: Increase sales to the company’s bar and restaurant accounts by X% over the course of a year.
R(Realistic)
T(Target)
T(Task)
T(Time)
Increase brand awareness by X% amongst beer festival attendees over the course of a year.
• Tactics Used: Events & Sponsorships, Advertising
• Evaluation: Event Entry & Exit Survey
• Implementation:
– Requires 1-3 additional employees to be at each event
– Develop survey
– Display materials and samples
– Design and purchase “freebies” to give out at the event
– Find a local eatery or gourmet food store to team with
OBJECTIVE
1
Increase online brand awareness via the company’s website by X% amongst members of the company’s target market over the course a year.
• Tactics Used: Online Marketing, Advertising• Evaluation: Website Tracking, Website Statistics• Implementation:
– Contract design work to 3rd party– Redesign website– Add videos and ecards– Design and purchase “freebies” to give out to consumers
that advertise Great Divide’s website
OBJECTIVE
2
Generate X new product trials at the Great Divide Tap Room amongst members of the target market over the course of a year.
• Tactics Used: Sales Promotion• Evaluation: Count And Collect Promotion Cards, New
Customer Survey In The Tap Room• Implementation:
– Bartender’s responsibility– Design Tap Room survey– Design and print business card size promotion cards– Display materials and samples
OBJECTIVE
3
Increase sales to the company’s bar and restaurant accounts by X% over the course of a year.
• Tactics Used: Advertising, Sales Promotion
• Evaluation: Sales Revenue Growth From Accounts
• Implementation:
– Great Divide employees will need to work the event
– Design and purchase coasters
– Find a local eatery or gourmet food store to team with
– Create and send invitations
OBJECTIVE
4
Budget
Tactic Amount Cost Objectives
Event Sponsorship:
Posters For Each Beer Featured 100 $399 Objective 1
Sponsorship Cost 10 $5,000 Objective 1
Cups 100,000 $221.40 Objective 1
Food x Free Objective 1
Total $5,620
Sales Promotion:
Promotion Cards 5,000 $46.55 Objective 3
Happy Hour Discount 1,000 $500.00 Objective 4
Tap Room Event: Food 4 $600.00 Objective 4
Total $1,146.55
Budget (continued)
Tactic Amount Cost Objectives
Advertising:
Bumper Stickers 1000 $492.96 Objectives 1 and 2
Bottle Openers 500 $500.00 Objectives 1 and 2
Foam Beverage Insulators 525 $362.25 Objectives 1 and 2
Carabiners 500 $325.00 Objectives 1 and 2
Advertising: Coasters 5000 $425.00 Objectives 1,2, and 4
YouTube posting x Free Objective 2
Total $2,105.21
Other:
Google Analytics x Free Objective 2
Yeti Contest Prize 1 $500.00 Objective 2
Total $500.00
Grand Total $9,372.16
Questions?
