2015 Marketing Recommendation

“Imported beer never makes it out of Philly... because we drink it all”

Philadelphia

In Market Direct Competition

● Events during Philly Beer Week○ Center City Sips

○ Festival of Fountains at Longwood Gardens

○ Fete Day

○ First Friday

○ Parx Casino Philly Cycling Classic

○ TD Bank Philadelphia International Cycling Championship

○ Roots Picnic

Outer Market Direct Competition

● Other Local Beer Weeks○ New York City Beer Week○ New Jersey Craft Beer Week○ Wilmington Beer Week

○ Maryland Beer Week

Indirect Competition

● Bars not participating in Philly Beer Week

● Other events in Spring○ Graduations

○ Museums/ Park Events

To raise the overall awareness about

Philly Beer Week and to establish them as the leading

craft beer event in the country

Our Promise To You

Hammering It Out

Desired Target Audience

As directed by the client, the desired target is a younger and more diverse crowd. This target is experiencing their first

disposable income out of college and are interested in exploring new and better options for beer

Males and Female ages 21-40

Where is the Target?

Timing

Your Followers

● Demographics

○ 65-68% male

○ Philly Beer Week’s current target are males

between 30-40 years of age who are making

an income of over $75,000 a year.

IBISWorld

What We Found

Mintel

Survey Results

*Based on our survey results

Meet Eric, 33 and Samantha, 34

Meet Kyle ● 25 years old

● Originally from TexasWent to Texas A&M

● Moved to Philly 3 years ago

We Think This Will Look Good On You

● Digital Billboards

● Twitter/ Instagram/

Facebook

○ Social Media Challenges

● YouTube promo video

● Vendor Events○ Vendor Brunch○ Vendor Mixer

Consumer Targeted Vendor Targeted

Digital Billboards

● Rotary Digital Billboards in areas of high traffic

○ Interstate 95 South reaching northbound traffic

○ Interstate 76 East reaching westbound traffic

Current Budget

*We plan to increase vendor participation by 20% for 2015

Increased Budget

Start social hashtags for events

People sharing and interacting with Philly Beer Week

FacebookInstagramTwitter

Ability for consumers to interact with brand and easily find events

Google AnalyticsHootsuite

Northbound on Interstate 95

People sharing photos of social activities

Billboard To create awareness about Philly Beer Week

Impressions

Redesign to make it visually cohesive with the brand

Philly Beer Week’s information Internet To give consumers a

visually appealing site to click through

Google Analytics

Upload to video sharing website

Video of the vendor mixer and bruch

YouTube, FacebookInstagram,Twitter

To show vendors how valuable they are

Track the number of views

Redesign for a visually appealing experience

Event calendar, social media, transportation

Mobile devices, tablets, iPad

To keep Philly Beer Week relevant

Track the number of downloads

Hand out Statistics on vendors ROI

Print To inform vendors of their value and their benefit as a vendors

Track the number of RSVPs to attend the event and the number distributed

Social gatherings People Philly Beer Week office and a Park

To educate vendors on their investment and to introduce Philly Beer Week 2015

Track the number of RSVPs

Explored But Not Recommended ● Septa Bus King

○ Engages pedestrians, riders of public transportation and commuters

○ Easy way to engage and excite consumers

○ Hashtag participation

○ #25 showing

○ Center City bus routes

● Potential Partnerships

○ Further develop your professional relationship with Booking.com

○ Venmo/ PayPal

○ Square

What we learned from all of this...

Life is Short, Drink a Good Beer

Thank You