15/05/2015

PR Programmes Q2 – Q4 2015

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STAKEHOLDER ENGAGEMENT!

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STAKEHOLDER ENGAGEMENT PROGRAMME!

Monthly Newsletter

Media Roundtables Supporting On Trade Initiatives

On-going Trade Media Relations

3 Supporting Off Trade Initiatives

Trade Events

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TRADE EVENTS!

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Looking to have a presence at key trade events – making sure its not just a 'badging' exercise and that we're communicating our campaign messages, entering in a two way dialogue with relevant stakeholders.

Events on our schedule include:

•  Great British Beer Festival

•  BBPA Annual Dinner

•  British Guild of Beer Writers Awards

Where possible and appropriate we'll be looking to amplify existing initiatives i.e. integrating #beermatch with the pairings at an awards dinner or encouraging newsletter sign up with our iPods and ambassadors

Commissioning two roundtables with key media publications. The first roundtable will be held with Off-trade title The Grocer and the second with On-Trade title PMA.

The roundtables aim to generate further conversation around There's A Beer For That and garner the wider industry support.

The Grocer   Topic – Tesco's activity, the results and how this

can be adopted by the off-trade PMA   Topic – Discussing our on-trade programme (Dine

with Beer and BeerClub Live)

MEDIA ROUNDTABLES!

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SUPPORTING ON TRADE INITIATIVES!

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Supporting and amplifying our 'Dine with Beer' activity with Mitchells & Butlers and our Beer Club Live Events with Everards with a dedicated trade press office and trade outreach, making sure the on-trade industry are aware of our activity and the campaign.

We've already made a great start by securing an exclusive on this activity with the Publican's Morning Advertiser!

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TESCO BBQ PROMOTION!

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Following the success of our first off-trade promotion with Tesco we will amplify our second BBQ promotion with Tesco using a similar strategy:

•  Draft the press release and collate press materials

•  Pre- sell to The Grocer as an exclusive to secure a sizable print and online piece

•  Offer up David to the trade press for interviews •  Sell as a national business story, using the stats

and learnings from the first round, to promote the fact that the campaign is making a tangible behaviour change in the category

We'll also look to promote any other retail partnerships developed e.g. Sainsbury's

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MONTHLY NEWSLETTER!

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Our monthly newsletter is a great way to keep stakeholders and industry members engaged and updated on our campaign. Our April newsletter was sent to 829 subscribers, had 281 opens and 26 subscribers clicked through our links – May has gone out today! We always welcome other agencies to get involved with our monthly newsletter by sharing their campaign news.

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ON-GOING TRADE MEDIA RELATIONS!

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We will continue to build strong trade media relations, drafting press materials and keeping the trade press up to date on the campaign. Over the next couple of months we will be outreaching to the trade press with the following news releases: •  Beer Discovery tool, the re-release of the advert on TV, VOD and Cinema and digital OOH •  New social initiatives - launch of Instagram and Beer Match Brigade •  On-trade and off-trade initiatives •  Any notable campaign appointments

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CONSUMER PRESS OFFICE!

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UPCOMING ACTIVITY FOR Q2!

Beer and Food Pairing Events

11 On-going Topical Send Outs

Beer Day Britain

Goodness Advocacy Programme

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BEER DAY BRITAIN!

Beer Day Britain is taking place June 15th with special events and activities held to celebrate the first day dedicated to celebrating beer

We plan to amplify the day by communicating the key messages of authenticity and heritage alongside our key messages of quality, versatility and diversity.

Tactics include:

•  A news story for the 15th, backed by survey research, to highlight some of the key misconceptions around beer

•  Promoting Britannia's Brew – a bespoke brew encompassing ingredients from England, Wales, Scotland & N.Ireland

•  Feature placement, highlighting the historical and economic importance of beer – supported by top facts and stats on beer

•  Free Pint for Every Reader - partnering with a national news publication to provide the 'cheers' moment on the day along with wider editorial comps

Support needed via social amplification

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BEER & FOOD PAIRING EVENTS!

A series of event food & beer pairing events, working with established partners who have credibility within the food space – inspiring key influencers and driving consideration of beer as the drink of choice for informal dining occasions.

Future events include "Little Feast" – the little sister of established street food pop up Feast, we're working with partners to create an on-trend street food and beer weekend event bringing to life the key messages of diversity, quality and versatility.

As part of the partnership we will work with a beer sommelier and offer a bespoke menu of street food and pairings, as well as hosting an educational media launch event.

We are also in talks with Stylist Live and London Beer City.

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GOODNESS ADVOCACY PROGRAMME!

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Following the success of our initial 'Dry January' campaign we are keen to continue to build on the possible positive links to beer as well as developing the nations understanding, and love, for the product We will partner with a scientific body or academic researcher to product a white paper looking into the research around the benefits of beer, in moderation, for your health Once this paper is written we will be able to hit both the health pages with a more intensive release and the general media with a more consumer friendly press release We will also use the expert sourced or a media spokesperson to run a series of interviews, on radio and broadcast, in which we will be able to further promote the message of Goodness

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Future creative send outs include:

•  Beer & BBQ's

•  Best of British

•  Father's Day

•  Rugby World Cup

•  Smoked Beers for Bonfire Night

•  Beer & Cheese Pairings for Christmas

ONGOING TOPICAL SEND OUTS!Aligning closely with the social team will continue to conduct monthly beer send outs that link to either topical events in the

news agenda and and Beer Club themes.

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PR KPIS!

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STAKEHOLDER KEY MESSAGING!

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•  Position TABFT as a campaign for the good of the whole beer category

•  Show TABFT to be supporting all areas of the brewing industry •  Encourage support for the TABFT movement and tell others

about it •  Communicate key messages we're looking to educate consumers

on

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STAKEHOLDER KPIS!

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Awareness

Number of pieces of coverage 8 x Trade print mentions of TABFT 21 x Trade online mentions of TABFT 8 x blogger mentions of TABFT 5 x golden basket pieces of coverage 2 x key BBA members featured in interviews in trade media Attendance at 5 key trade events

Acknowledgement

Sentiment delivery in coverage: Minimum of 85% positive sentiment in coverage around the There's A Beer For That campaign and BBA Key message delivery: Each piece of coverage to deliver at least 1 key message outlined in this document

Action

50 x new industry partners/brewers signing up to join Britain's Beer Alliance Monthly Newsletter - 30% open rate Monthly Newsletter - 4% click rate Minimum of 15 key industry stakeholders attending across two scheduled roundtables Increase in sentiment on social channels of 15% from key bloggers when referring to the campaign Increase twitter engagement from the beer industry by 15%

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CONSUMER KEY MESSAGING!

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•  Quality: Enlighten people on the quality goodness of beer (natural ingredients & craft of brewing)

•  Diversity: Create awareness & understanding of the diverse

range of styles, flavours and tastes •  Versatility: Demonstrate versatility of beer, prompting wider

occasion & consumer usage – specifically women

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CONSUMER KPIS!

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Awareness  12 x consumer/national coverage for goodness programme 10 x consumer/national coverage Beer Day Britain 8 x national consumer coverage for the campaign 12 x online/blog consumer coverage for the overall campaign 12 x media send outs to 10 media outlets across the year 15 x positive tweets in relation to TABFT consumer events 8 x positive media tweets in relation to media send outs 10 x golden basket pieces of coverage

Acknowledgement

Sentiment delivery in coverage: Minimum of 85% positive sentiment in coverage around the campaign and beer Key message delivery: Each piece of coverage to deliver at least 1 key message outlined in this document

Action

Unite the industry to deliver sustainable category growth through enhancing beer reputation and help grow beer by 1% p.a Increase website traffic to tabft.co.uk by 15% Increase Twitter community numbers by 15% 30 x media attending TABFT consumer events across the year

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HOW IT LOOKS MONTH BY MONTH!

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