Lakeridge Winery

LAKERIDGE WINERY 2015

TABLE OF CONTENTS

I.  Executive Summary…………………………................…4 II.  Research……..…………………..…………....……..……...…5 III.  Strategy..…………………………………….…….………....…34 IV.  Media………….………………………………..….……….……38 V.  Social Media….………………………………………………..49 VI.  Creative………….………………………………………….…..58

EXECUTIVE SUMMARY

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Lakeridge Winery has a solid history of producing quality wines and inviting Florida residents and its visitors to enjoy elements of the Lakeridge experience. However, current media channels are targeted to older consumers and lack a clear focus on Millennials who have the potential to be loyal to Lakeridge Winery from an earlier age. A higher concentration of attention should be given to Millennials as they are consuming wine more than ever before. The goal is to put Lakeridge Winery in the minds of wine-drinking Millennials and create a long-standing relationship.

RESEARCH

RESEARCH

•  Determine ways to increase awareness of Lakeridge Winery among Millennials

•  Determine Millennials’ attitudes toward wine

•  Determine the factors influencing the decision to visit Lakeridge Winery

•  Learn more about the characteristics of Lakeridge

Winery’s current customers

OBJECTIVES

RESEARCH

•  Two surveys: •  Survey sent to non-customers (n=151) •  Survey sent to Lakeridge Winery’s e-newsletter

subscribers (n=2,037)

•  Portrait of American Travelers® Subset (n=973) •  Annual survey of over 2,000 active leisure travelers on

more than 400 variables •  Analyzed travelers interested in visiting Central

Florida cities and divided them into wine drinkers and non-wine drinkers

•  Secondary data

METHODOLOGY

INSIGHT NO.1 Social media is one of the best channels for increasing awareness among Millennials, with Facebook being especially effective.

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SOURCES MILLENNIALS USE TO LEARN ABOUT LOCAL ATTRACTIONS AND EVENTS

Source: Combination of both surveys

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84% 77%

61% 48%

41% 37% 36% 27% 25% 22%

14% 4%

Social media is the channel that the greatest number of Millennials indicated using to learn about local attractions and events.

TIME SPENT WITH MEDIA Hours Spent Each Day… Wine Drinkers Non-wine

Drinkers

On the Internet for personal use 4.0 3.4

Watching television 3.5 3.2

Listening to the radio 1.8 1.5

Reading newspapers and magazines 1.0 0.7

Reading online newspapers/magazines 0.6 0.4

4.0

Source: Portrait of American Travelers® Subset

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Wine drinking travelers spend, on average, significantly more time on each of the media channels listed. Among these, travelers spend the most time on the internet for personal use.

Denotes statistical significance

3.5

1.8

1.0

0.6

I like using social media to share a record of my travel experiences.

I show my vacation photos on social media to make my friends/family jealous.

I have posted travel related pictures or videos to a social media community, travel review website or

blog during the past 12 months.

55% 38%

49% 35%

50% 28%

Wine Drinkers Non-wine Drinkers


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REASONS FOR NEVER HAVING VISITED A WINERY

%

Not aware of any local wineries 58

The wineries they would want to visit are too far away 35

Do not drink wine very often 23

Visiting a winery is too expensive 19

Other 19

Source: Survey of non-customers

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Increased awareness is important because the top reason non-customers have never visited a winery is they are simply not aware of any local wineries.

SOCIAL MEDIA NETWORKS THAT MILLENNIALS HAVE


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83%

59% 52%

42% 39% 31% 29%

10% 5%

Facebook is the most important social media network because it is used by the greatest number of Millennials.

“For many wine makers, SOCIAL MEDIA IS THE NAME OF THE MARKETING GAME. Constellation Brands relies heavily on social media to attract Millennials, CITING SPECIFIC SUCCESS ON FACEBOOK.”

Chris Fehrnstrom, CMO: Constellation Brands 14

CONSTELLATION BRANDS, AN INTERNATIONAL PRODUCER AND MARKETER OF WINE, BEER, AND SPIRITS, HAS SEEN SUCCESS ON SOCIAL MEDIA.

“The ENGAGEMENT LEVEL people have blows us away, they engage with wine makers and talk about what they’re drinking with their friends. NINETY-FOUR PERCENT OF OUR FANS HAVE RECOMMENDED OUR BRAND TO THEIR FRIENDS.”

Chris Fehrnstrom, CMO: Constellation Brands 15

CONSTELLATION BRANDS, AN INTERNATIONAL PRODUCER AND MARKETER OF WINE, BEER, AND SPIRITS, HAS SEEN SUCCESS ON SOCIAL MEDIA.

INSIGHT NO.2 Lakeridge Winery’s customers are budget conscious.

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FISCAL BEHAVIORS


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65%

61%

51%

43%

I am looking closely at every spending category to see

where we can save

My household has a monthly household budget to which we try our best to stick to


65%

Denotes statistical significance

61%

The wine drinking travelers are significantly more concerned with saving money and sticking to their budgets than the non-wine drinkers.

ANNUAL HOUSEHOLD INCOME


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Less than $50,000

30%

$50,000-$74,999

29%

$75,000-$99,999

19%

$100,000-$149,999

16%

$150,000 or more

6%

The majority of Lakeridge

Winery’s current customers have incomes below

$75,000/year

FAVORITE PART ABOUT LAKERIDGE WINERY


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The most popular features of the winery do not cost much. •  The wine tasting is free

•  The discounts go along

with the fact that people are looking closely at every spending category to see where they can save

Wine tasting 29%

The discounts offered

28%

Festival 21%

How much I learned about

wine/wine making

10%

The tour 5%

My tour guide 3%

Picnic area 1%

Other 3%

INSIGHT NO.3 Millennials place more importance on buying products that are grown or produced locally than older generations.

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67 Who have not visited Lakeridge Winery indicated that KNOWING THE PRODUCT IS MADE LOCALLY would influence their decision to visit a winery.

%

Source: Survey of non-customers

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66 Millennial wine drinkers indicate that they try to buy foods that are grown or produced locally.

%

Source: Food Attitudes, 2014 Doublebase GfK MRI

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MILLENNIALS FEEL THAT THEIR “BUY LOCAL” BEHAVIORS HAVE MANY IMPORTANT IMPLICATIONS.

•  Origin not only impacts the freshness/ quality of the food, but also the “health” of it

•  Local food purchases can impact the local economy •  Buying local will ultimately help the environment

Source: MindSwarms, The Power of Local Food

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•  Millennials express they are more concerned about their “eco-footprint” than their parents

•  Emphasize that eating local food helps the

environment; it requires less energy to produce and is usually sustainably grown

BUYING LOCAL ALLOWS MILLENNIALS TO FEEL THEY ARE HELPING THE ENVIRONMENT


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THE MAJORITY OF MILLENNIALS ARE PROUD TO SAY THEY HAVE A VERY DIFFERENT SET OF FOOD PURCHASING PRIORITIES VERSUS THEIR PARENTS

My Parents’ Purchasing Priorities My Purchasing Priorities

Acquire what is “on the list” with food origin as a low priority

Acquire local produce and meats that are “good for my body”

Traditional grocery store chains are of a “good enough” standard

The majority of grocery stores = inferior standards versus farmer’s markets, Whole Foods, and Trader Joe’s

Keep food expenditures low; get the “biggest bang for the buck”

Support the local farmers and economy through local purchases

Purchase from wherever is the most convenient Purchase locally for the most minimal impact on the environment


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89 Travelers who drink wine consider themselves to be ENVIRONMENTALLY CONSCIOUS, significantly more than those who don’t drink wine (76%).

%


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Millennials are more likely to be attracted to a wine

bottle made seasonally by a MOM-AND-POP OPERATION than Gen Xers and Boomers, who would probably prefer

a loyalist approach.

Angela Franco, How Millennials Reshaped the Wine Industry 27

In fact, as many as 85% OF MILLENNIALS

FREQUENTLY PURCHASE UNFAMILIAR BRANDS,

according to research conducted by the Wine

Market Council.

Angela Franco, How Millennials Reshaped the Wine Industry 28

Top 10 Zip Codes

1 34711 Clermont, FL

2 32162 The Villages, FL

3 34748 Leesburg, FL

4 34736 Groveland, FL

5 32778 Tavares, FL

6 34715 Clermont, FL

7 34491 Summerfield, FL

8 33837 Davenport, FL

9 32712 Apopka, FL

10 33897 Davenport, FL

SURVEY RESPONDENT ZIP CODES

8

2

7

3

4 1

6

5

9

10

All of these zip codes are within 50 miles of Lakeridge Winery.

I like to experience a vacation destination as a local would, not from a tourist’s perspective

I do not want to feel like a tourist while on vacation

70% 50%


55% 45%



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INSIGHT NO.4 Destination websites are critical sources of information when searching for local events and attractions or planning vacations.

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SOURCES USED TO LEARN ABOUT LOCAL ATTRACTIONS AND EVENTS


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64% 52%

38% 38% 35% 29% 20% 17% 16% 15%

4% 10%

Millennials indicated they use social media to learn about local attractions and events. However, when respondents of all ages are considered, the greatest amount of people use destination websites.

WEBSITES

Reasons for visiting destination websites Wine Drinkers

Non-wine Drinkers

To figure out my vacation itinerary once I have decided on my destination 93% 78%

To determine if I want to visit that destination on a specific, upcoming trip 92% 80%

For ideas and inspiration about possible future vacations 85% 69%

To learn more about a place my friends/family have told me about 83% 64%

93%


33 Denotes statistical significance

92%

85%

83%

STRATEGY

CREATIVE STRATEGY STATEMENT

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Our campaign will enlighten Millennials, ages 21-34 using strategically developed messaging in key channels of media that will resonate with

younger audiences. This directive will maintain Lakeridge Winery's strong historic roots and locally sourced ideals.

HOW DO WE REACH THEM? By speaking to these Millennials via a combo of new and traditional

media channels in a more targeted fashion, we will extend the Lakeridge Winery messaging of friends, family, and fun without

alienating the current audience.

KEY FACT

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Research shows Millennials are appreciating the story behind the products they consume now more

than ever. We plan to leverage this desire for locally grown products in order to gain new traffic at

Lakeridge Winery and create long-standing relationships with a younger demographic.

Nearly seven in ten (67%) of those who have not visited

Lakeridge Winery & Vineyards indicated that knowing the product is

made locally would influence their decision to

visit a winery.

STRATEGY DETAILS

MEDIA

MEDIA MIX

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60% RETIREES 40% MILLENNIAL

100% RETIREES

Print 21%

TV 33%

Digital 2%

Radio 21%

Outdoor 23%

LRW FY2015 Media Mix

Print 18%

TV 25%

Digital 25%

Radio 17%

Outdoor 15%

LRW FY2016 Media Mix

These charts represent the current Lakeridge Winery mix of media of the current year,

compared to our recommendation for 2016.

FOCUSED MILLENNIAL PLAN TV Tactic Cost

Bright House :30 $20,024

Outdoor Tactic Cost

Billboards Bulletins top locations $10,314

Radio Tactic Cost

Pandora 300x250, :30 Audio $53, 998

Digital Media Tactic Cost

SEM Paid Search $7,000

Programmatic Retarget + Lookalike $15,000

Social Media Retarget, Sponsored Posts, Fan Acquisition $18,000

Email Email blasts $2,000

Ad Serving Tracking + Reporting $1,500

Digital Totals $127,836

Current budget - Focus on driving action among audiences while they are in active search phase

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PROGRAMMATIC AUDIENCE NETWORKS DESCRIPTION

Using programmatic audience targeted networks will enable us to narrowly target our audience at the right time in the right place with the right ad. This tactic will be utilized through third party networks that have access to large databases containing information about users who are searching the web. When users meeting specific criteria are found on a website of their interest, the network will populate an ad just for them from the client. This method guarantees that the advertising dollars being spent are aimed the right audience, and not being wasted. In addition to simply targeting the most qualified prospects, programmatic networks will also track media consumption patterns of website visitors and identify others who are like them across the web. This enables us to gain a substantial reach across the Internet for qualified prospects and bring them back to the website to convert.

Retargeting & Lookalike Targeting

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PROGRAMMATIC AUDIENCE NETWORKS

Retargeting & Lookalike Targeting

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RECOMMENDATION

In order to effectively reach our audience while they are actively searching the web, we recommend leveraging the use of third party data directed to Millennial wine drinkers. This tactic will allow us to reach the target audience with banner ads in real time by easily purchasing inventory via desktop, tablet and FBX in order to increase awareness. Specifically, we recommend working with an affluent network in order to create a custom Lakeridge Winery segment targeting: A21-35, HHI $25k-50k, behaviorally targeting those interest in wine, local events, culinary, festivals, and outdoor activities.

PAID SEARCH DESCRIPTION Research results have determined two key findings, which led to the decision to implement paid advertising. According to survey results, 58% of consumers shared that “I am not aware of any local wineries”, making it the number one reason they had never been to a winery. Noting this, we also concluded that 48% of Millennials prefer to use search engines as a source of information. Based on previous year reports, Google has been the number one source for referrals in the past. By utilizing paid search, we can hone in on interested wine drinkers who are in pursuit of finding their next local winery exploration. By using key search terms, paid search advertising will enhance Lakeridge Winery’s Internet presence and increase the chances of being discovered by the targeted audience. In addition, this tactic uses a cost-per-click formula, meaning that you only pay when someone clicks on the advertisement.

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PAID SEARCH RECOMMENDATION To complement our efforts across all media platforms to promote Lakeridge Winery, we will use key search phrases such as “Local Winery Florida” and “Free Wine Tours” for paid search advertisement. These key terms will lead our audience directly to Lakeridge Winery, being that it will appear as the number one listed site among others on Google search. Beyond increasing website traffic, using the key phrase “Free Wine Tours” will boost our efforts encouraging all audiences, in addition to Millennials, to visit the winery and experience the tour. The search term including “local” is strategically aligned with our marketing campaign. To be most effective, it is recommended that paid search is used throughout the entire length of the year.

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SOCIAL MEDIA

DESCRIPTION

Research efforts have unveiled that social media is the most popular media activity conducted daily by Millennials. Survey results determined that 83.1% of the target market has a personal page on Facebook. Social media has also been ranked by Millennials as the most preferred source of information to learn about local attractions and events. These findings heavily support the decision to implement a paid Facebook campaign that will boost Lakeridge Winery’s social media presence and attract a new audience. This can be accomplished by using Facebook targeted ads and sponsored posts to engage and attract the targeted audience.

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SOCIAL MEDIA RECOMMENDATION

Facebook advertising efforts can be very effective in reaching our selected target audience. With the use of Lakeridge Winery’s email list, we can segment and target Millennial users as well as create lookalike audiences with similar interest and characteristics. Sponsored ads are inserted into the News Feed of users who are not currently fans of the Lakeridge Winery page, and will direct users to the website for more information. Facebook ads will also be retargeted to individuals in Orlando, Tampa, and St. Pete areas who have visited the website with offers and promotions. The paid campaign is aimed to increase fan follower base and promote engagement and attendance at events. These advertisements will run on a flighting schedule that will be heavy before the events that occur from January-March and May-July.

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DIGITAL RADIO

DESCRIPTION The primary focus of online digital media is to deliver an effective message to the selected target audience. 53% of Millennials are listening to radio through Internet streaming services multiple times a day, with Pandora listeners being identified as the most loyal and frequent users. We also have research indicating that listeners are spending, on average, around 43 minutes daily on digital radio, with Pandora ranking as the number one digital radio service provider. Advertisements placed on Pandora can be locally targeted which will increase the effectiveness of our marketing campaign.

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DIGITAL RADIO

RECOMMENDATION We recommend a 30 second Pandora radio spot that will be aired along with a visual advertisement to the target market. This media vehicle allows our campaign to precisely target Millennials falling within the ages 21-35, and will specifically be geo targeted to reach the Orlando, Tampa, and St. Pete markets. The audio/visual will be scheduled to run eight months out of the year, with heavy promotions in the months preceding Lakeridge Winery events.

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SOCIAL MEDIA

SOCIAL MEDIA RECOMMENDATIONS

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Currently, Lakeridge Winery is active on many social platforms such as: Facebook, Instagram, and YouTube. In today's age, businesses that wish to have a real-time brand presence with their customers must incorporate social media strategies to remain present in their customers' daily life. Specific strategies would allow Lakeridge Winery to communicate and evolve with their customers by connecting to them on a personal level and by building relationships.

SOCIAL MEDIA RECOMMENDATIONS

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We recommend for Lakeridge Winery to continue to remain active on social media outlets, yet create measurable goals and a content calendar for their posts. All profile photos for each outlet should be the same to ensure brand recognition. Monitoring social media is a crucial element; all comments and questions should be individually responded to – creating a personal connection with users online. The aforementioned social media channels can be linked; update one, update them all, which will also assist with workload and consistency.

FACEBOOK

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To increase brand relevance and visibility on Facebook, we recommend a 100% response and follow up to all interactions on the “wall.” Keep current customers engaged to the Lakeridge Winery experience while personalizing the interactions. This will be especially impactful when opportunities such as questions or concerns are answered by the brand. Additionally, by pulling from the creative calendar, a cadence of postings (such as Wine Wednesdays) will give constant content for users to view and interact with.

INSTAGRAM

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We recommend Lakeridge Winery update their Instagram page to not only include upcoming festivals and promotions, but also casual photos of customers and staff enjoying the tour, views of the production areas, or other “behind the scenes” images of a winery. These images can be tagged (categorized) by any label to fit the situation. Instagram users who do not follow Lakeridge Winery could discover the profile by searching phrases such as: #Wine #FloridaWine, and so on. Short video clips are an additional feature of Instagram that can be used if a picture simply won’t do.

TWITTER

53

Arguably one of the easiest social media channels to update, a quick 140 characters can blast a message to followers (and those on Facebook) of announcements and upcoming events. To maintain focus on creative content, we recommend using Twitter for one-way communication to followers regarding upcoming events, freeing up more detailed communication and content for the other two social media channels.

CONTENT RECOMMENDATIONS

“Wine Weekdays” will showcase a wine that Lakeridge Winery offers and give it the spotlight for the week. We recommend that every Monday, Lakeridge Winery announce the Wine of the Week and dedicate that week of themed posts to that certain type of wine. Research shows that Millennials respond strongly to discounts, therefore we also recommend there be a discount on the wine chosen for that specific week. Since the younger audience is generally making less money, we suggest that the discount be by the bottle, rather than the case.

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“Woody Wednesdays” is an idea that allows the consumers to reuse their corks to craft something that can be unique and actually benefit them. This will engage the consumer and allow them to feel challenged to try something new, rather than just throwing their corks away. Fans can submit their creations to Lakeridge Winery for a chance to receive a discount or gift card. We recommend the best creations be featured on the Lakeridge Winery Instagram page.

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“Foodie Fridays” will pair the wine chosen for the week with a creative Floridian food recipe. We recommend that Lakeridge Winery also asks for users to share their recipes. This will create conversation among the viewers and allow them to display their favorite meals. We also encourage that the food chosen complements the taste of the wine of that week. These foods can range from BBQ to seafood to Spanish – all local. All Floridian.

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CREATIVE

CAMPAIGN TAGLINE

This tagline conveys the idea that people are proud of where they come from. People will support something more if they know it’s made local – so we’re out to spread the word. Our campaign exhibits Lakeridge Winery as a fun, family-owned establishment that makes great-tasting, award-winning wine located right in the heart of Florida. Based on our research, we believe this messaging will resonate with consumers. In developing this tagline, we took inspiration from the Tony Wilson quote, “There is no celebrity quite as powerful as the local, homegrown celebrity.” There is power in connecting Floridians with something grown in their backyard. The tagline also features a tiny play on words. “Raised” as in grown, and “raised” as in toasting with a glass of wine.

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“FLORIDA BORN. AND RAISED.”

CREATIVE APPROACH

To establish Lakeridge Winery as a true Florida gem, sunny images along with a homegrown attitude across all mediums will help maintain a consistent feeling across the entire campaign. The use of banner and Facebook advertising will lead the consumer to visit the Lakeridge Winery website to increase awareness. The radio script explains the winemaking process through the voice of a simple grape that offers a relaxing but proud attitude that can be felt throughout Lakeridge Winery. The creative executions are family-friendly, historic, and aim to instill a sense of pride by positing the company as local and homegrown.

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STATIC BANNERS

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STATIC BANNERS

The static banner possess dream-like characteristics. The color pink conveys the relaxed feeling of visiting the winery, while orange connects the warmth and spontaneity that is sunny Florida. The vines portray elements of the vineyard and will be animated to show them transitioning onto the banner as if they were truly growing. This collateral can also be used for other advertisements such as Pandora. They will eventually click through to the website where the visitors can easily access their information.

DIGITAL BANNERS

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DIGITAL BANNERS

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64

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FLASH BANNERS

Family Banner Lakeridge Winery is family-friendly and we want to show this in our advertising. The winery stands to build relationships with those in the surrounding area. Who better to call family than your closest friends? Those worthy of awards. So we pair Lakeridge Winery’s award winning wines with those closest to you for fun, exciting new moments – with friends.

Female Banner This banner was built to show that Lakeridge Winery is a true Florida winery. You won’t find it growing in central Ohio, nor will you find it bottled in the mountains of Virginia. Lakeridge Winery grapes are grown right here in the vineyards, bottled right here in the facility, and savored right here in Florida.

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FESTIVAL POSTER We created a festival poster that aligns with our campaign look. Festivals are a very important element to Lakeridge Winery, as they gather friends and family from all over Florida and make the winery stand out from any other winery or vineyard. A strong visual is used to capture events and spread brand awareness.

DIGITAL RADIO SPOT Radio Script This radio script brings to life a single grape and allows him to tell his life and death story at the winery. He begins as a relaxed grape on the vineyard and, as he starts to explain his purpose in life, his voice shifts to a more confident and prideful tone. His purpose is to raise awareness of Lakeridge Winery through one simple message – he’s a simple grape with a taste worth trying, right here in Florida.

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The Life of a Grape :30 V/O – Male, age 28-32, slightly southern. Starts out calm but transitions to proud when asked “who am I?” I spend my life in Florida’s hills. Just hanging out with my family. Until one day, suddenly, I’m captured. Then stomped on. Crushed. And locked into metal chambers for weeks – void of all surrounding light. What am I? A simple grape. With an award-winning, not-so-simple taste. Grown at Lakeridge Winery in sunny, Clermont, FL. Find out what it means to be Florida born. And raised. At LakeridgeWinery.com

WEBSITE

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We recommend a website refresh to fit a more modern style with easy to navigate features. We imagine the website to have a clean, minimalist look where information can be easily found and accessed. Fewer clicks between pages and a significant reduction in repetitive information will allow consumers of any age to quickly find what they are searching for.

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SUGGESTED WEBSITE COPY

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“About Us” gives a summary of the location of Lakeridge Winery, its services, and its audience. ABOUT US Situated on sun-soaked hills in Clermont, Florida, our 127-acre estate holds far more than Lakeridge Winery. More than vineyards that produce award-winning wines. More than complimentary walking tours and wine tastings. And more than festivals that draw friends and family together from all parts of Florida. It holds our family’s legacy.


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HISTORY Our story began when a young Gary Cox started a small, family-owned farm. With the help of his son Charles, a backyard, and a love for wine, the Cox family soon took on winemaking. After growing their farm into a bona fide vineyard, the Cox family decided to take a big step forward, opening Lafayette Vineyards in Tallahassee, Florida. Eventually, a harsh winter or two left the Cox family with only one option – to sell the vineyard and venture south to warmer climates. That’s when they discovered Clermont and its uniquely hilly terrain. Since the start, the Cox family business stood for quality – which always came first. This belief still holds true. Every bottle is crafted through the resourceful cultivation of planters, the thorough inspection and supervision of winemakers, and the firm dexterity of assembly linemen. From the start, Lakeridge Winery was known for excellence. And as our family continues to grow, our purpose stays consistent. Striving for perfection not only in winemaking, we remain committed to creating fun and educational experiences – From our family to yours

Our Story gives a taste of the Cox family history, from where they began to where they’ve ended up. It takes us on a journey through the ups and downs of the family farm, Lafayette Vineyards and, eventually, Lakeridge Winery. It explains that, even though Lakeridge Winery produces a very large amount of wine, quality is valued above everything else.


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Lastly, “Our Vineyards” gives a little history of where the Muscadine came from, as well as its growth. Consumers will feel enlightened knowing that Lakeridge Winery grows organic, pesticide-free grapes which can be found right here in Florida.

OUR VINEYARDS Growing right in our backyard is a regional taste born straight from Florida soil. Stretching across 80 acres, our vineyards are home to a variety of hybrid and Muscadine grapes. Grown without pesticides, our grapes are fermented and processed in an environmentally safe facility. The Muscadine variety that we harvest here at Lakeridge Winery has grown in Florida longer than any history book can tell us. Native Americans were the first to take advantage of these grapes – using them in many food preparations. Soon after, the French Hugeuenots settled in La Florida and began harvesting the wild grapes. This led to a new, sweeter wine – the first known wine of the New World.

SPONSORED ADVERTISING Facebook sponsored advertising These advertisements will appear in a targeted user’s newsfeed. The user does not need to be following the Lakeridge Winery page to see these posts, and they can be targeted towards our specific demographic, as well as a specific geographic location. The ads will display text, a picture, and often a call-to-action leading them to view the website of the product being mentioned.

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Post #1 A simple post that gets right to the point, with the mention of award winning flavor that is consumed and made right here in Florida. The call to action links the Facebook post with Lakeridge Winery’s website.

Post #2 This post connects a Floridian wine with a Floridian meal. Everyone loves to eat, and for those who love homegrown foods and drinks, this will tailor perfectly to them. Offering a call to action that allows the consumer to view more food and drink pairings will convince them to check out Lakeridge Winery’s website.

SPONSORED ADVERTISING Post #2 What goes perfect with Florida wine? Florida Salmon. Wrapped in chopped tarragon and baby spinach, served with our refreshing Stover Reserve. Find more delicious Florida pairings at LakeridgeWinery.com

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Post #1 Get a taste of Florida in 11 award-winning flavors. Grown here. Bottled here. Savored here. Find out what it means to be Florida born. And raised.

CONCLUSION �We know Lakeridge Winery’s award-winning wines and strong local heritage evokes the pride of wine in our backyard. Florida Grown. And Raised. With our refreshed deliverables let’s connect with today’s Millennials and make them customers for life.

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Career

Lakeridge Winery