Sam Adams Escape Route: Media Proposal and Plan

Your don’t know this and have a narrow view of your brand.

Audiences

Craft Beer Connoisseur Casu

al D

rinke

r

Samuel Adams is known as the Boston beer brewer and a leader in traditional beer variety.

However you offer so much more than that...

The brand disconnect puts debilitating pressure on key metrics such as reputation, decisive purchase rate and brand perception.

Communication ChallengeHow can you get people who think they know everything about Samuel Adams beer to realize the brand has more to offer?

Agenda● How we would approach the media strategy to Samuel

Adams’ brand shifting and product promotional work

● High-level media recommendation

● Optimization strategies

Our Approach to Media Planning

RESEARCH

Jessica

Allyson Katherine

Andrew

James

Situation AnalysisCategory Overview of Trends

● Customization of Alcohol and Ingredients

● On-Premise Drinking

● Knowledgeable and Sophisticated Palate

Mintel OxygenBrick and BarrellIBIS World Industry ReportsAdvertising Redbooks

● Social Influences for Alcoholic Beverages

● Heritage and Genuine Story Value of Brands

● The Occasion

Situation AnalysisCategory, Brand and Consumer Overview

Mintel OxygenBrick and BarrellIBIS World Industry ReportsAdvertising Redbooks

Perceptual AnalysisHow Breweries are Perceived

Accessible

Not Accessible

Not a Craft Brewery Craft Brewery

Escape Route SWOT Analysis

COMPETITIVE OVERVIEW

Sam Adams - National Ad Spend

● Sam Adams national activity is almost exclusively broadcast TV and Radio

○ Any channel that had less than 1% spend was not included

● As a result, awareness of the brand at large has been well-established in the market

Kantar - Stradegy

● 3 Spring Beers in the last 5 Years○ National Launch Mix is not working!

● Still relying heavily on broadcast channels for media spend

Sam Adams - Spring Seasonal Spend

Kantar - Stradegy

Yuengling - Boston Launch Spend

Kantar - Stradegy

● In late 2013 / early 2014, Yuengling launched it’s second coming in Boston

○ Sales boomed upon Boston launch, still remain strong today

● Found the right formula for a local product launch

○ Second largest channel - OOH

Problem: The Winter Beer Landscape isoversaturated.

SPRING IS COMING

Stra

tegi

c O

ppor

tuni

ty

Establish Escape Route as the dominant winter transitional beer and the accessible craft beer for the casual drinker, without alienating the craft beer connoisseur.

Strategic Pillars

Target Persona

Secondary Target:Adults21-49

Primary Target:Men

21-34

MRI - 2014 Doublebase Study; Nielson Report: Exploring Consumer’s Mindset; IBIS World Breweries in the US - June 2014; Mintel

● Millennials are experimental, attentive consumers

● Craft beer has a broad appeal, but the main source of sales growth are from males, 21-35

● While disposable income may be low, the younger audience is still fostering brand loyalty

Meet Mark...and Mahk

OWNED

Sam Adams’ Brewery

Craft Beer Microsite

PAID

Key Partnership

Native Partnership

Network Partners Search

EARNED

PR Social Buzz

Content Distribution Strategy

Content Distribution Approach

● Key Partnership

● Native Verticals

● Efficient Scale

Casual Beer Drinker Craft Beer Connoisseur

Casual Craft Enthusiast

MRI - 2014 Doublebase Study

Media QuintilesLandscape Analysis

Channel AllocationMedia Spend

Display $ 900,000

Mobile $ 500,000

OOH $ 650,000

Search $ 100,000

Social $ 200,000

Radio $ 150,000

Total $ 2,500,000

Media Parameters

DISPLAY

Exciting Custom Units, Homepage Takeovers and Skins

Sample Site ListBoston.com

Wicked Local

CBS Local

NHL.com

Bleacher Report

Barstool Sports

KEY PARTNERSHIP

● Native Content Series focusing on ● Boston dining experiences and craft beer pairings● Dedicated Emails Introducing Escape Route● One Day Takeover● Food and Drink Vertical Takeover

MOBILE

Mobile Partnerships

SOCIAL

● Top 10 Bruins Moments● 10 Mini-Boston Escapes● 10 Worst Things about Boston Winter● 10 Signs that Spring is Coming

Appeal both to

Spring Breakers and Staycationers

#craftyourEscapecontest

Snowed in? We’ll help you out! Sign up with Drizly and use promo code “ESCAPE2015” for a free taste of Escape Route with every purchase!

Top 10 Bruins Moments! Brought to you by Sam Adams, Escape Route.

Promoted Posts to support our content partnerships and sponsorships with Buzzfeed, Drizly, Uber, Instagram, Thrillist

● Use top branded and non branded keywords to target Boston consumers who are searching to find more about craft beer and Sam Adams

○ Drive consumers to microsite● Update keyword list around mobile promotional periods

PAID SEARCH

OOH

Digital OOH ● Traditional OOH Billboards have a

high out of pocket cost○ Capitalize on digital inventory

for targeted efforts○ TD Garden digital wraps,

extending some of our radio and display efforts

● AdCity - Taxi Cab ads, capture our audience en route○ Top of mind messaging upon

arrival to their destination

Experiential OOH

● Bring Spring to the city with heated bus stops sponsored by Sam Adams○ Bus stops also wrapped in

Escape Route skin

● Subway Takeovers in high traffic areas also reach commuting crowd with continuous messaging

RADIO

Local Radio

● Align with local sports hub networks during Bruin’s game

● Daypart mix across other local networks would heavy up in the A.M. and P.M. commuting hours○ Weather/Traffic Sponsorships

Streaming Online Radio

● In partnership with Spotify, we would geo and demo target for our online listeners

● Daypart mix would be more geared to the “at work” crowd, ensuring sufficient coverage for our message to be heard

Campaign Measurement Plan

THANK YOU

Appendix

Age of Respondents

QuestionPro - 2014 Survey

First Drink of Choice - Male

QuestionPro - 2014 Survey

Secondary Drink of Choice - Male

QuestionPro - 2014 Survey

First Drink of Choice - Female

QuestionPro - 2014 Survey

How Often Do You Purchase Beer? - Male

QuestionPro - 2014 Survey

How Often Do You Purchase Beer? - Female

QuestionPro - 2014 Survey

Beer Purchase Consideration Factors - Male

QuestionPro - 2014 Survey

Most Important Least Important

Beer Purchase Consideration Factors - Female

QuestionPro - 2014 Survey

Most Important Least Important

Statement on Seasonal Beer - Male

QuestionPro - 2014 Survey

Statement on Seasonal Beer - Female

QuestionPro - 2014 Survey

Index Scores

Index Scores

Winter Beer Landscape

Stradegy

February is typically one of the more miserable months on the beer calendar when production falls about 3 million barrels off of its midsummer peak to its lowest point until the November-December holiday season.-Beer Institute and the Alcohol and tobacco Tax and Trade Bureau.

Bud Light Golden Wheat - National Launch

Kantar - Stradegy

● Bud Light launched “Golden Wheat” in Q3/Q4 of 2009

○ Within two years, An-Bev pulled the product line as sales suffered

● Like Sam Seasonals, Golden Wheat relied primarily on TV

● Unlike Sam Adams, however, Golden Wheat also invested significantly in print