HE NIVERSITYOF ISSISSIPPI...catherinecarol!lott! public!relations!campaign! mc!621! theuniversityofsouthern!mississippi!

CATHERINE CAROL LOTT

PUBLIC RELATIONS CAMPAIGN

MC 621

THE UNIVERSITY OF SOUTHERN MISSISSIPPI

EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY

A new company to the area, Southern Prohibition is a local, experimental craft

brewery in Hattiesburg, Mississippi. Due to their new introduction to the market, as well as

the recent introduction of craft beer to Mississippi, the company is lacking in awareness

and understanding.

The goal of this campaign is to build Southern Prohibition Brewing’s reputation as

an experimental, local craft brewery providing quality brews for all beer drinkers

throughout the region. The objective will be to have an effect on awareness; specifically

70% of non-‐craft beer drinkers are aware of the availability of local craft beer within the

six months of the campaign. To reach this objective, this multifaceted campaign will focus

primarily on social and earned media to best reach the target market on a personal level.

The campaign recommends implementing an enhanced website, a special event, a

blog, a membership club and radio advertising. The website, special event and blog will

focus on both craft and non-‐craft beer drinkers, providing a wealth of educational

information about Southern Prohibition and craft beer as a whole. The membership club

will target craft beer drinkers, with intentions of a trickle-‐down effect, as non-‐craft beer

drinkers indicated in primary research that recommendations from friends are one of the

biggest factors in trying a new beer. Finally, radio advertising will highlight the local aspect

of the brewery to enhance relationships with local publics.

With multiple evaluation strategies in place, Southern Prohibition will be able to

easily implement and evaluate this campaign from start to finish, increasing awareness

within their publics in just six months.

INTRODUCTION

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INTRODUCTION

Mission Statement

Southern Prohibition is a small, local craft brewery located in Hattiesburg,

Mississippi. While they do not have a set mission statement, they run the company on two

mantras: (1) Make good beer. (2) Make Mississippi a great place to live. Opening in just

April of 2013, they have much potential for growth – this potential just needs to be

capitalized on.

Problem Statement

Because Southern Prohibition is such a new company, and the introduction of craft

beer to Mississippi has only happened recently, Southern Prohibition is lacking in

awareness and understanding. The company must raise awareness before competition

becomes too fierce and the opportunity to become local leaders in the craft beer industry

passes.

SITUATIONAL ANALYSIS

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THE SITUATION

Southern Prohibition Brewing is in the midst of an exciting time. At just nine months

old, and tapping into a fairly new industry for the area, Southern Prohibition an immense

opportunity for growth. However, in addition to the regular struggles any new business

faces, Southern Prohibition has its own set of obstacles to overcome and opportunities to

be taken advantage of.

Background

Until July of 2012, it was illegal to sell beer above 5.0% alcohol by weight.1 While

this may not sound like an issue to the average consumer, it provided a huge obstacle for

craft breweries, as many craft brews are well above this alcoholic content level. However,

with the passing of legislation that not only allowed beer to be sold up to 8% alcohol by

weight but also allowed breweries to provide samples to visitors, the beer culture in

Mississippi began to change.1 With this change came the development of many breweries

across the state of Mississippi. It wasn’t until January 9, 2013 that the City of Hattiesburg,

after a handful of objectors, passed an ordinance that allowed microbreweries in

downtown Hattiesburg.2 With this, Southern Prohibition Brewing was allowed to enter the

craft-‐brewing arena. They officially opened their doors in April of 2013.3,9

Thankfully, breweries were welcomed into the community with open arms. From

early news articles to current stories, all media around the brewery has been positive.

Headlines such as “Breweries welcome addition to downtown” and “Downtown

1 Jackson Free Press (2012, June 27). “Beer Law Changes July 1” Nave, R.L. 2 Hattiesburg American (2013, Jan. 9) “Hattiesburg City Council unanimously approves zoning changes to allow microbreweries in downtown.” 3 Initial Client Interview

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Hattiesburg breweries expected to boost visitors, economy” are just two of the articles

focused around the new business and other local breweries.4

Consequences

With the change in laws, there are two major issues to deal with: 1) As multiple craft

breweries entered the area, distributors across the state reported a large spike in increased

sales of craft beer, and level of competition for beer sales in bars and restaurants

significantly increased.5 Because breweries cannot currently sell directly to consumers,

they have two primary gatekeepers: distributers and bartenders/waitresses.3 2) In

addition to competing for tap space in bars and restaurants, the average consumer may not

be aware of what differentiates craft beers from other beers, let alone that they have the

opportunity to drink beer from their own hometown.

In order for the company and craft brewing as a whole to continue to grow and

succeed, it is important to educate various publics on craft brewing. This long-‐term

initiative is not only being sought after by Southern Prohibition, but also by fellow craft

breweries throughout the state.3 This provides an opportunity for everyone to work

together and provide a larger impact across the state and not just in one city.

The livelihood of craft brewing in the state depends on educating the public. While

there is a strong following from a small group of individuals across the state, a broader

awareness and support will be required for continued growth. Therefore, the need to raise

awareness and education is of vital importance to Southern Prohibition, and is very much

in line with the organization’s mission.3 Continued education across the state will help

4 Hattiesburg American Articles (See Appendix B) 5 www.raiseyourpints.com

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make Mississippi a better place to live. While a one-‐time educational campaign should

resolve the issue of the lack of awareness, it will be important for Southern Prohibition to

maintain visibility in the community.

While the situation may seem to be a large obstacle to overcome, Southern

Prohibition has an opportunity to be a leader in the state in educating the public on craft

beer. They can pave the way for other breweries across the state to spread the word even

further. Additionally, as Southern Prohibition gains support across the state, continued

growth throughout the region should come easier.

Resolution

Raising awareness for Southern Prohibition Brewing should allow the brewery to

see continued growth. As publics become more aware of what the greater Hattiesburg area

has to offer and what sets craft beer apart, more individuals should try the beer and

hopefully enjoy it. Because of this potential outcome, this is one of the top priorities for the

organization’s top management.3 They are interested in resolving this issue as quickly as

possible.

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THE ORGANIZATION

Internal Environment

Southern Prohibition Brewing is a small craft brewery that opened in April of 2013

located in downtown Hattiesburg, Mississippi.6 Southern Prohibition operates with two

mantras, that they consider their mission, in mind at all times: (1) Make good beer. (2)

Make Mississippi a great place to live.3 This base has allowed them to make a name for

themselves despite being a new brewer. In the less than a year they’ve been open, they’ve

successfully crafted, and continue to provide, quality products. 3 They are fairly visible in

the market, but have yet to have the opportunity to truly create a reputation for

themselves. 3

In addition to being a craft brewery, Southern Prohibition further defines their niche

as an experimental brewery. 3 They currently only offer four beers, but have an additional

“Cicada Series” that offers new beers as the seasons change.6 This offering allows the

brewery to constantly experiment with new beers, and introduce consumers to new tastes

and experiences. The brewery owner wishes to continue this tradition, making

experimental brews a part of their culture. 3

As a small craft brewer, Southern Prohibition only employs five staff members, none

of which have a title to include public relations. 3 The owner, sales manager and brand

manager all share duties in public relations, with the sales manager often serving as the

face of the organization. 3 Despite their small size, the staff at Southern Prohibition

understands the importance of public relations; they simply haven’t yet had the

opportunity to expand these efforts. 3

6 www.soprobrewing.com

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Reputation

Primary research indicates that 77% of Southern Prohibition’s publics are aware of

the organization.7 63% of individuals have tried one of Southern Prohibition’s beers.7

Finally, 67% of individuals think of Southern Prohibition either positively or very

positively, with an additional 31% having neutral feelings toward the company. 7 One

specific public – area bartenders and waiters – have similar feelings towards the

organization. No bartenders or waiters surveyed in primary research had negative feelings

towards Southern Prohibition, with 47% viewing the company as very positively.10

Image Index3

Contemporary __ __ X __ __ __ __ Traditional Fun X __ __ __ __ __ __ Tedious High-‐Tech __ __ X __ __ __ __ Low-‐Tech Ordinary __ __ __ __ __ X __ Distinguished Expensive __ __ X __ __ __ __ Inexpensive Idealistic __ __ __ X __ __ __ Practical Modest __ __ __ X __ __ __ Pretentious Scarce __ __ X __ __ __ __ Abundant Worthless __ __ __ __ __ X __ Benefit Efficient __ __ X __ __ __ __ Inefficient Ordinary __ __ __ __ __ __ X Innovative Essential __ __ __ __ __ X __ Luxury Risky __ __ __ __ __ X __ Safe High-‐Quality X __ __ __ __ __ __ Low-‐Quality

External Environment

Southern Prohibition has built a strong collection of supporters within only months

of being opened. Primary supporters include craft beer clubs throughout the state of

Mississippi (Hattiesburg Craft Beer Club, Raise Your Pints), home brewers, and a handful of 7 Primary Research: Beer Survey (See Appendix A)

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bars and restaurants who support the craft beer movement (Keg and Barrel, Mahogany

Bar).3

Competition

Despite the assumption that other craft breweries in the state would be considered

competitors, the opposite is true. At this time, the craft breweries across the state continue

to work together to advance the beer culture. 3 By simply observing how craft breweries

from across the state interacted at the most recent craft beer festival in Hattiesburg, it is

obvious they support each other and wish each other the best. However, as the beer culture

continues to grow and competition rises, these relationships could change.

Southern Prohibition’s biggest competitors are the national and international big

box breweries (Budweiser, Miller and Coors). 3 Southern Prohibition’s competitors have a

strong hold on the market, especially in Mississippi where craft brewing is new. 3 They are

very well-‐known, recognizable brands with a strong following and good reputations. 3

Being international companies, they have a large amount of resources – exponentially

larger than that of small craft breweries. Their products are much easier found in bars,

restaurants and stores and have already built solid followings for their brands.

These big box breweries are not necessarily competitors because of similar

products, but rather are considered competitors because craft brewers like Southern

Prohibition have to break into their market. Additional competition includes nationally

recognized craft breweries. According to the Brewers Association website, there 2,483 craft

breweries in the United States, including 1,165 brew pubs, 1,221 microbreweries and 97

regional breweries.8 Craft brewing as a whole is growing throughout the country. Between

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2012 and 2013, craft brewing grew from 15% to 18% in volume and 17% to 20% in

dollars. 8 In 2013, craft brewing sales grew by 2.4 million barrels. 8 Southern Prohibition is

just one of 413 breweries that opened in the United States.8 While this is great news for the

future of craft beer and Southern Prohibition’s growth, it also must be recognized that as

craft brewing grows, so will competition.

Opposition

Opponents of Southern Prohibition Brewing are primarily comprised of dissidents

and antis. They’re not opposed to Southern Prohibition specifically, but rather, the sale and

consumption of alcohol as a whole. 3 Activists are also present, found both on and

individual and an organizational level. While these groups are not widely successful, not as

easily found, and dwindling in size, they must be addressed, if only for the recognition that

they exist. At this time, Southern Prohibition does not interact with these publics; however,

they do have the potential to cause a stir for the organization, but not likely one that will be

widely accepted by other publics.3 There are a few individuals in Southern Prohibition’s

publics that think negatively about the organization, but are very small in size. These

individuals simply think negatively of the company due to personal relationship history. 3

External Impediments

Because of the recent changes in beer laws that allowed Southern Prohibition to

open, there are no current external impediments to their production and sale of beer.

Southern Prohibition is being held back by their ability to sell beer from their

8 www.brewersassociation.org

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establishment. 3 It is hoped the legislation will change in the near future to allow the sale of

alcohol, but it was not on the docket for 2013. It may be brought up in 2014, but this would

be a positive change and allow the company to sell their product in an additional location.

SWOT Analysis

Strengths

• New business with lots of growth

potential

• Active and successful on popular

social media platforms

• Current marketing efforts are

‘conversational’ in tone and

‘personable’

• Strong core of supporters

• Niche market has been selected

Weaknesses

• Small staff with no individual

designated as public relations lead

• Not a lot of current PR or marketing

efforts

• Lack of reputation

• Niche market isn’t currently

addressed

Opportunities

• Lead local beer culture

• Expansion to regional market

Threats

• Lack of understanding about craft

beer

• Government regulations

• Competitors

Southern Prohibition’s strengths lie primarily in the passion that the staff and

current craft beer drinkers have in the product. Even as a new business with much growth

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potential, they already have a strong core of supporters and a niche market selected. From

a public relations standpoint, their current marketing efforts through social media are

strong, and are very conversational in tone and personable.

The weaknesses in the organization also correlate to some of their strengths –

because they are a new business, they have a small staff with not one person designated to

lead public relations efforts. This means a lack of public relations efforts. Additionally, they

haven’t yet established a reputation for themselves, and even though they have a niche,

they aren’t currently addressing that market.

The opportunities and threats for Southern Prohibition equally lie in their relatively

new introduction into the market. They have the opportunity to lead the local beer culture

and expand into a regional instead of just a local market. However, because craft beer is so

new to the area, there is a lack of understanding about the product. Additionally since craft

beer is new to Mississippi, current and potential government regulations hold them back,

and potentially stunt their growth.

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THE PUBLICS

Despite being a small brewery, Southern Prohibition’s publics are numerous. One of

the most obvious key publics is craft beer drinkers who were thrilled to see the business

come to Hattiesburg and who helped change legislation to allow breweries in the city and

state.5 These individuals can be found in various beer clubs across the state and are

customers at bars, restaurants and stores who sell a wider variety of beer. This public is

well informed on craft brewing and craft breweries in the state, are supportive of the

companies and want continued growth. 5,9 These individuals have the ability to drive the

success of craft brewing primarily because they are strong in number, adamant about what

they want and vocal to drive change. In fact, this public was a leading force in changing

legislation that truly brought craft brewing in Mississippi to what it is today.5 They are

interested in the success of craft breweries and often serve as advocates for the company

and what the company stands for without coercion.3

Non-‐craft beer drinkers know little to nothing about craft beer, which is where

education is key. While they may or may not have heard of Southern Prohibition Brewing,

few have actually tried their beer and only a handful have toured.7 Despite their lack of

knowledge about craft brewing and Southern Prohibition, they feel neutral to very positive

about the brand.7 They are slightly less educated than their craft beer drinking

counterparts, but have comparable household incomes. 7 Interestingly, despite the fact that

they indicate they know little to nothing about craft beer, some non craft beer drinkers

actually select a craft beer as their “go-‐to” beer. 7 This serves as a reminder that education

is paramount to break the barrier from non-‐craft beer drinker to craft beer drinker.

9 www.beeradvocate.com

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Two other major publics include bartenders/waitresses and distributers (enablers),

who serve as gatekeepers for the product. Because breweries cannot sell beer themselves,

they must work through these intermediaries who ultimately influence consumers buying

choices. This fact makes them a very important public to address. This public is not fully

informed on craft brewing, especially in the state of Mississippi.10 They aren’t invested in

craft brewing, as they do not necessarily see a benefit for them in it, even though there is.3

They expect the company to provide them with the information they need to sell the

product, but not be aggressive, as this public is approached by a multitude of other

breweries and distilleries regularly.3 They do not have a loyalty to the organization, but

that doesn’t necessarily mean they dislike the organization. Competition for attention from

this public is difficult, but as a very influential public to end-‐user customers, this public is

vital to the success of the organization.3 Thankfully, many of them are aware of Southern

Prohibition Brewery and have neutral, positive or very positive feelings about the

organization.10

Additional publics include suppliers, employees, fellow small breweries,

competitors, and of course the media, to name a few. While the focus of this campaign will

not be with the media, it is important that Southern Prohibition maintain a strong

relationship with this public. As found in a case study with another brewery, not having

open, two-‐way communication with the media can be detrimental.11

10 Primary Research: Bartender Survey (See Appendix A) 11 Case Study: Coors Beer and AFL-‐CIO Slug it Out in the Media. (See Appendix B)

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Demographics and Psychographics of Publics

Public Demographics Psychographics

Craft Beer Drinkers Age: 21-‐65

Gender: Males

Location: Greater

Hattiesburg

Ethnicity: Caucasian

Education: College Degree +

Trendsetters

Experimental; Willing to

try new things

Creative/Artistic

Prefer quality over

quantity

Drink beer more often

than non-‐craft beer

drinkers

More diverse beer tastes

More positive feeling

towards Southern

Prohibition

Non Craft Beer Drinkers Age: 21+

Gender: Males

Location: Greater

Hattiesburg

Ethnicity: Caucasian

Education: High School +

Followers; Influenced by

peers

More price-‐conscience

Less knowledgeable on

beer terminology

Less likely to drink beer at

given opportunities

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Bartenders/Waiters Age: 18-‐25

Gender: Male and Female

Location: Greater

Hattiesburg

Ethnicity: Varies

Education: Some college

Work for tips

Primarily focused on

activities outside of

work

Distributors Age: 30+

Gender: Male

Location: Mississippi

Ethnicity: Varies

Education: College Degree

Not decision makers;

Operate under orders

from superiors

Focused on task-‐oriented

work

GOALS AND OBJECTIVES

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GOAL

To build Southern Prohibition Brewing’s reputation as an experimental, local craft brewery

providing quality brews for all beer drinkers throughout the region.

Based on data presented in the situation analysis, it is evident that Southern Prohibition has a

need to develop a reputation for the brand. Even though they are new, they have the ability to

establish a desired reputation, and although they have been able to forge strong relationships with

specific publics (craft beer drinkers), they are still struggling to tap into the market of non-craft beer

drinkers. This goal is a top priority for the organization, as they need to accurately position their

brand in a way they wish to be perceived before competitors or publics position them for them.

Despite the relatively new entry into the market place, Southern Prohibition does have the

ability to meet this goal. With a fully engaged, talented and willing staff and a strong following

from one public, there is the opportunity to meet or exceed this goal.

Two key publics will be focused on to reach this goal: Craft beer drinkers and non-craft beer

drinkers. Craft beer drinkers can serve as ambassadors for the brand, speaking to their friends about

craft beer; non-craft beer drinkers who do not have connections to craft beer drinkers need to be

reached through other avenues.

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OBJECTIVES

Awareness

To have an effect on awareness; specifically 70% of non-craft beer drinkers are aware of the

availability of local craft beer within the six months of the campaign.

The awareness objective will be the focus objective for this campaign. Being a new

brewery, awareness is one of the key missions. Once consumers become aware of the product,

they are more likely to consider accepting and then taking action. This is a reasonably

achievable objective, focused on a particular public, although other publics will be involved.

Acceptance

To have an effect on acceptance; specifically 50% of area bartenders/waitresses have an

interest in craft beer within the first four months.

Bartenders are one of the primary publics for Southern Prohibition Brewery, as they serve as

a gatekeeper for getting products into customer’s hands. However, primary research indicated that

non-craft beer drinkers (primary target public) are less influenced by recommendations from

bartenders/waitresses than craft beer drinkers. Additionally, because there is a need for awareness, it

is important to begin with an awareness objective before moving forward.

Action

To generate action; specifically 30% of non-craft beer drinkers try a Southern Prohibition

beverage within the first six months.

This goal is idealistic without first beginning with managing awareness issues. While it

addresses the primary target public, it is important to first focus on raising awareness to the

target public who is largely unaware of Southern Prohibition. However, by achieving the

awareness objective, this objective may also be met.

STRATEGY

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STRATEGY

The awareness objective will be accomplished through a detailed strategy that entails

creating a multifaceted educational campaign targeting key publics that focuses not just on

Southern Prohibition brews, but on the concept of craft brews and what differentiates them from

other beers. This will include such proactive strategies as focusing on organizational

performance, audience participation and special events. The target market for Southern

Prohibition is less interested in traditional paid media, and more interested in social media,

earned media and word of mouth. In order to effectively reach this target market, it is

recommended that Southern Prohibition focus primarily on social media, earned media and

guerilla marketing tactics, while employing minimal paid advertising efforts. Creative should be

personable, and sound more like a conversation than a sales pitch. Because this campaign

focuses on awareness, creative should provide educational information, but done so in an

informal way.

TACTICS

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TACTICS

This campaign will focus on five tactics:

1. Radio Advertising

2. Website Enhancement/Maintenance

3. Special Event

4. Blog

5. Membership Club

Details of these tactics and why they were selected are on the following pages.

Facebook and Twitter have been left off of this campaign because Southern Prohibition is

already very active and successful on these two platforms. They should continue to use

these tactics throughout the proposed campaign. Because Southern Prohibition has a

limited staff, additional social media tactics are not recommended due to the time needed

to manage successful social media platforms.

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CHANNEL PLAN – RADIO

Rationale

While social media can be a very effective medium for communicating with

publics, it should not stand on its own – not all target publics will be reached

through social media alone. Because of that, companies should include some forms

of traditional media; however, traditional media can be expensive compared to

social media. With a limited budget, radio can often be a more cost-‐effective means

of advertising.

WUSM is a local radio station run by the local university – The University of

Southern Mississippi. WUSM is not a traditional radio station that makes money

through advertising, but rather a student-‐run organization that is supported

through sponsorships and underwriting. ‘Sponsoring’ WUSM not only reaches

Southern Prohibition’s target market, but it also coincides with the goal of the

campaign aligning them as a local business that supports fellow local businesses and

organizations.

Desired Outcome

Increase communication with target publics regarding the availability of local

craft beer; specifically, reach 5,000 individuals of the radio audience within three

months.

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Budget

The budget for three months of 30-‐second spots of underwriting as a first

time supporter is $1,940. This includes three spots per day that are rotated through

the prime driving times. WUSM can create the 30-‐second spot at no charge if

Southern Prohibition is unable to do so.

Target Audience

The target audience for this specific radio station is local Hattiesburg citizens

who support local businesses. Because WUSM plays an array of music, their

audience varies; however, the music tends to land in the Rock & Roll, Rhythm &

Blues, Jazz and all music native to America arena. Listeners of this type of music are

typically laid back and enjoy having a good time. This market is more likely to kick

back and enjoy a beer.

Media Situation

WUSM is the only local radio station in Hattiesburg and is considered a public

access station. It is the only opportunity through traditional media that Southern

Prohibition can not only promote themselves as a local business, but also support a

local organization, school and ‘non-‐profit’ company.

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KEY MESSAGE – YOUR LOCAL BREWERY

WUSM listeners are listening in Hattiesburg, Mississippi; therefore this is a

prime opportunity for Southern Prohibition to promote to a local crowd. The key

message should focus on how Southern Prohibition is “your local brewery,”

highlighting to listeners where they are located, that the staff all live in greater

Hattiesburg, special events they are participating in or holding and support for the

local community. Key spokespeople should be the Southern Prohibition staff, and

perhaps even their family as well. With these two methods of action combined,

Southern Prohibition should be able to effectively position themselves as a local

craft brewery.

Details

• Ads can be recorded at the WUSM station located at The University of

Southern Mississippi

• Ads will be 30-‐second spots recorded by Southern Prohibition staff

• Ads will run September, October and November

• Ads cannot include a call to action or solicitation, price related information,

incentives to buy, promoting a cause or point of view, or

comparative/qualitative claims.

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Summary

As the only means of paid, traditional advertising, underwriting for WUSM is

an excellent way to capture the portion of the target public that will not be reached

through social media and online. While there is a cost associated with the spots, it is

less expensive than other traditional forms of advertising – even compared to other

radio stations. Additionally, it’s a true opportunity to promote the business directly

to Hattiesburg area residents while showing support for other local businesses.

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“

“

SAMPLE TACTIC – RADIO SCRIPT

Quinby Chunn here from Southern Prohibition Brewing inviting you to visit your

local brewery. That’s right South Mississippi, you have a brewery right here in

downtown Hattiesburg. With just a small staff of five local folks, we’re brewing up

some of your favorite beers like Suzy B, Devil’s Harvest and Hipster Breakfast. Stop

by Southern Prohibition Brewing for a tour on a Friday afternoon at 301 Mobile

Street and learn more at soprobrewing.com.

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CHANNEL PLAN -‐ WEBSITE

Rationale

Having an updated and well branded website is key for any business. While social

media is taking a stronghold on web presence, it is no substitute for a branded website.

Research indicates that most consumers start their product searches through a search

engine with the intent to find a website, not a social media page. While they may stumble

upon a social media page, they’re not likely to return, as it doesn’t provide the product

information they’re search for.1 Additionally, primary research indicated that the target

public thinks positively of an organization that has an updated website with in depth

information about the company.

The website should be easy to update and add pages. Once updated, the website

should not take much effort to maintain, as it will only need to be updated as things change

for the company or its products.

Desired Outcome

Increase readability of the website; specifically, 25% higher readability for the

website between a pre-‐test and post-‐test survey.

Budget

Enhancing the website should not cost any additional dollar other than staff time.

Because the website is already being hosted and managed internally, there is no additional

cost to add pages.

1 Conner, Mark. (May 3, 2013). Why Your Website Is More Important Than Your Facebook Page. ClickZ.

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Target Audience

The target audience for the website is both craft beer drinkers and non-‐craft beer

drinkers; therefore, there must be a wide range of information available to fit the needs of

both target audiences. Their knowledge in beer and Southern Prohibition ranges from

extremely knowledgeable to no knowledge at all. However, they do have in common their

desire to learn more about the company and its beer. Good organization of the site will

make this possible.

Market Size

The market for Southern Prohibition’s website is larger than that of Greater

Hattiesburg. As popularity of Southern Prohibition begins to grow, so will their market

base. The market size for a website is literally as large as any individual across the world

with access to the Internet.

Media Situation

The difficulty with websites is that there are a lot of them. Therefore, it is important

to cut through all of the clutter. One way to do this is to ensure the website is well branded,

so the audience is assured they’re on the correct company website.

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KEY MESSAGE – SOUTHERN PROHIBITION, AN EXPERIMENTAL CRAFT

BREWERY IN THE SOUTH

Because the website has to cater to such a wide audience, the website should focus

its message on how it is an experimental craft brewery in the south. This relates back to the

original goal, but is done through the strategy of education. This can be accomplished

through both rational and emotional appeals. Pages of the site that provide information on

Southern Prohibition and its brews, as well as craft brewing in general should be more

rational. Pages of the site that discuss community involvement, events and other similar

topics can lean more towards an emotional appeal. The site should be well branded with

Southern Prohibition symbols and logos, and should refer back to the company’s contact

information to ensure credibility.

Details

Site Map • Home • Beer

o Our Beer o Craft Beer

• Events • The Bootleggers Club

o What is it? o Why be a member? o How to join

• Buy Beer (Previous called Locations) • Tours • Store • About

o Our History o Our Staff

• Contact

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Summary

While Southern Prohibition’s current website serves the purpose of providing basic

information for the audience, it could do so much more for the company’s brand and

growth with just a few enhancements. By updating the site with more detailed information

about the company, its beer and craft beer in general, Southern Prohibition will be able to

better reach the overall goal of this campaign of aligning the company as an experimental

craft brewery in the south. Additionally, by helping consumers become more

knowledgeable about all of these items, Southern Prohibition will be able to use these

individuals as ambassadors for their brand.

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CHANNEL PLAN -‐ SPECIAL EVENT

Rationale

The Southern Prohibition Repeal Party is a celebration of the repeal of prohibition

(December 5, 1933) which allowed the brewing and consumption of alcohol. With the

name Southern Prohibition, a prohibition party seems more than appropriate with an easy

to establish connection. According to primary research, both craft beer drinkers and non-‐

craft beer drinkers alike think positively of a brand when they host an event. The event will

simply be a large socializing party to raise awareness for the company. With supplemental

social media activity and media coverage, the event will be discussed beyond the party

hours and walls.

Desired Outcome

Increase awareness of Southern Prohibition Brewery; specifically, 100% of

attendees will be well versed in what Southern Prohibition does and has to offer.

Additionally, 100% of attendees will have tasted a Southern Prohibition beer by the close

of the event.

33

Budget

(Does not include paid advertisements already recommended in overall media plan.)

Expenses Product/Service/Ad Budget Percent of Budget Live Entertainment $1,200 16.9% Band Setup $2,500 35.2% Facebook Advertising $500 7% Signature Advertising $500 7% Flyers $100 1.4% Photographer $300 4.2% Food $1,500 21.1% Security $300 4.2% Portable Bathrooms $200 2.8%

Income Tickets $2,000 100%

Total Marketing Cost to Company: Total $5,100

All prices listed are estimates.

Target Audience

The target audience for the event is Hattiesburg area residents, age 22+ who enjoy

drinking alcohol. They are considered middle to upper class and have a high enough

disposable income to purchase higher-‐end beverages. This audience is interested in

socializing and drinking, as well as being “seen” at distinguished Hattiesburg events. They

are intrigued by new events, but the event must promise to pull in other Hattiesburg

socialites.

34

Seasonality

While there is a large amount of competition for other events during this time

period, it is fitting to the theme of the event. Another option for the company would be to

host the Repeal Party on July 1 – the date that the beer laws changed in Mississippi.

35

KEY MESSAGE – CELEBRATE BEER!

The key message of the Repeal Party is an emotional appeal of celebration of the

opportunity to drink not just beer, but good beer. The message will be festive, welcoming,

cheerful and entertaining. Spokespersons will be the staff of Southern Prohibition, other

Mississippi breweries and greater Hattiesburg area bars and restaurants.

Details

• Date: December 6, 2014 (The Saturday following the official date of the repeal of

prohibition)

• When: 2:00 pm until 7:00 pm

• Where: Southern Prohibition Brewery

• Tickets will be $10 and include one (1) Southern Prohibition beer and hors

d’oeuvres

• A partnership will be developed with Keg & Barrel to provide a bar service for

liquor and wine (cash bar)

• Live entertainment by a local band

Event Promotions

Social Media

Facebook Southern Prohibition will begin a Facebook event page to provide event

details, promote social sharing, provide up-‐to-‐the-‐minute updates and more.

They will also use Facebook advertising to promote the event, so the event

will display on more users pages.

36

Twitter Southern Prohibition will promote the event on Twitter, sharing facts about

the repeal of prohibition and details about the event, specifically using the

#SoProParty hashtag.

Blog During the months of July-‐December, Southern Prohibition will provide

detailed updates about the Repeal of Prohibition as part of their blog posts to

promote the Repeal Party.

Digital Media

Email Southern Prohibition will promote the event via email with updates being

sent to registered contacts.

Website Southern Prohibition will have a page of their website specifically dedicated

to the Repeal Party.

Paid Media

Signature Southern Prohibition will purchase advertising in Signature Magazine;

specifically a half-‐page ad in the November issue.

Radio Southern Prohibition will use a portion of their paid radio time to promote

the event during the months of September and October.

Tabletop Tabletop displays can be printed at minimal cost and distributed to local

restaurants for no or minimal cost

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Timeline

July

• Create Facebook Event; Promote on Facebook and Twitter pages

• Send email save the date announcements (Include state-‐wide beer clubs and other

breweries)

• Select beer to be given away at event; ensure inventory will be ready

• Blog topic: How Prohibition Began

August

• Book staging and entertainment

• Determine partnership with Keg & Barrel for cash bar

• Determine caterer to provide hors d’oeuvres

• Send email update on event

• Begin developing event website

• Design and print tabletop displays for bars and restaurants

• Blog Topic: Big Players in Prohibition

September

• Book photographer, security and portable toilets

• Finalize event website, allow online ticket purchase

• Blog Topic: Popular 1920’s and Prohibition Slang (to practice for the Repeal Party)

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October

• Use radio advertisement to promote Repeal Party

• Distribute flyers

• Distribute tabletop displays

• Design Signature Magazine advertisement

• Assign staff roles for event (media liaison, servers, cleanup, etc.)

• Email Update: Tickets now available for sale online

• Blog Topic: Arguments For and Against Prohibition

November

• Use radio advertisements to promote Repeal Party

• Send press release

• Finalize brief script from Southern Prohibition staff

• Confirm food, beverages, entertainment, restrooms, photographer, security, stage

setup and any other details

• Run ad in Signature Magazine

• Run Facebook advertising (promoted post)

• Blog Topic: The Beginning of the End of Prohibition

December

• Send thank you notes to media and any event planning partners

• Email: Thank guests for attending

• Blog Topic: Parties Celebrating the Repeal of Prohibition

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• Facebook: Post event photos during and after the event

• Twitter: Live Twitter feed during event; photos of guests

Visual Timeline

July Aug Sept Oct Nov Dec Facebook Twitter Blog Email Website Press Release Facebook Ads Signature Radio Tabletop Flyers

Post-‐Event / Measurement

This should all take place during the month of December, preferably immediately after the

event ends.

• Count tickets sold

• Count number of email registrations

• Count number of Bootleggers Club sign-‐ups

• Review budget

• Review and finish collecting all media coverage throughout event planning

• Email survey to event attendees

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Summary

The Repeal Party can be a one-‐time or annual event – either way, it should provide

exceptional exposure for the company and welcome more people to the Southern

Prohibition brand. Through this event, more people will try a Southern Prohibition beer

and be knowledgeable about Southern Prohibition so they can continue to spread the word

for the company. While it will be an expense for the company, it will pay off in the end

through further introducing Southern Prohibition to the community and promote the local

aspect of the brewery.

For Immediate Release November 6, 2014 Contact: Emily Curry, Sales Manager 601.616.5146 | [email protected] Southern Prohibition to Host Repeal Party to Celebrate End of Prohibition Hattiesburg, Miss. – In just four weeks, Southern Prohibition invites greater Hattiesburg residents and friends to attend the inaugural Repeal Party, celebrating the end of prohibition. While the party may be considered nearly a century late, there’s never a better time to celebrate beer than the present. On December 6, 2014, Southern Prohibition Brewing will open its brewery doors up for the largest party the company has held yet. “I can’t imagine living during prohibition,” said Southern Prohibition Brewing owner Quinby Chunn. “Beer is a wonderful thing – from the unique flavor of each brew, to the fellowship and laughs had over a pint, it astonishes me that anyone would try to outlaw it.” Guests will be able to enjoy an afternoon of that camaraderie that Chunn referenced as well as live entertainment by Some Popular Band, catering by The Depot Coffee House, a cash bar hosted by Keg & Barrel and one free Southern Prohibition brew (more available, of course, for purchase). Tickets are only $10 and can be purchased online at soprobrewing.com or at Keg and Barrel or Southern Prohibition Brewing. About Southern Prohibition Brewing Southern Prohibition Brewing launched in April of 2013 with two simple goals: brew great beer and help make Mississippi a great place to live. Their 22,000 sq. ft. warehouse was a furniture showroom when originally constructed in 1941. After some renovations, the microbrewery in Downtown Hattiesburg now houses a 20 barrel brewhouse. Along with four 40 barrel fermenters, Southern Prohibition currently has the capacity to produce 3,000 barrels (93,000 gallons, or 744,000 pints) a year. The Bootleggers Club is a customer loyalty program for those who enjoy the Southern Prohibition brews. Membership is free and offers a variety of benefits for beer-‐lovers across the Southeastern U.S.

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CHANNEL PLAN -‐ BLOG

Rationale

Blogging has been around for quite some time in comparison to some of its social

media counterparts. However, despite its longevity, it’s often overlooked as a strong

component to a brands overall public relations and marketing strategy. While it’s difficult

to pinpoint exactly why this is, it is not difficult to understand how blogging can truly help a

brand and company grow.

Blogs are very simple, easy to use platforms that allow companies to provide up-‐to-‐

date information, interact with their customers and truly start and lead a conversation.

Additionally, they allow a company to share their expertise with the audience. And

important to the digital world, blogs help build search engine optimization (SEO). The more

a company posts to their blog using proper keywords and tags, in addition to sharing on

social media, the better their site will be discovered in online searches.

Desired Outcome

Increase communication with target publics of both craft beer and non-‐craft beer

drinkers; specifically, engage 25% of blog audience through comments or sharing of blog

Budget

The budget for a blog is very minimal, as the primary cost to invest in is simply staff

time. WordPress, a popular blogging site, can host the blog at no cost; however, removing

ads in the blog (recommended) is a small fee of only $30 annually. The blog can be easily

added/inserted into the Southern Prohibition current website for no additional fee.

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Target Audience

The target audience for the blog is both craft beer drinkers and non-‐craft beer

drinkers in the Southeastern U.S. They are interested in learning more about beer and beer

culture, specifically as it pertains to their region. They have moderate to high knowledge of

craft beer, and either want to grow their knowledge (non-‐craft beer drinkers) or want to

share their knowledge with others (craft beer drinkers).

Market Size

As the craft beer culture continues to grow, so will the market size that Southern

Prohibition can connect with. Mississippi is new to the craft beer market, with the

Southeastern U.S. being moderately ahead, but still behind other areas of the U.S. This

growth potential makes this a prime opportunity for Southern Prohibition to enter the craft

beer blog market.

Media Situation

This is a prime time for Southern Prohibition to get involved in blogging, as the only

blog that currently shows up in search engines when searching “Mississippi beer” and

“Mississippi beer blog” is Mississippi Brew Blog (msbrew.com). Even this blog is losing its

steam, as the number of posts continually decreases each year. A stand-‐alone blog (as

Mississippi Brew Blog is) may not be able to deliver, but a blog connected to a company

provides credibility for both the company and the blog.

45

Blogging, especially on the topic of beer in Mississippi, has much potential for

growth for Southern Prohibition to position themselves as a knowledgeable, local brewery

sharing their expertise on beer.

46

KEY MESSAGE – CRAFT BEER EDUCATION

The key message of the blog will focus more on rational appeals and serve as an

educational forum for craft beer. It will focus on both brewing beer in general as well as

beer at Southern Prohibition. It will detail the logistics of brewing beer, what makes craft

beer special, how brewing differentiates between different brewers, and more; it will also

detail the specifics of brewing beer at Southern Prohibition, what beers Southern

Prohibition is currently working on and what the future may hold, and more details on

Southern Prohibition’s brews. As brewmasters, Ben Green and Quinby Chunn of Southern

Prohibition will be the primary spokespersons for this message. Guest bloggers of fellow

established brewmasters (Jim Koch of Sam Adams, John Legnard of Blue Moon, etc.) and

other breweries in the state (Lazy Magnolia, Crooked Letter Brewing Company, etc.) will

also assist in sending the key message of educating readers about craft beer because they

all have credibility, charisma and control.

Details

• Setting up the Blog:

o Free blog setup at www.wordpress.com

o Select a customizable theme to match Southern Prohibition’s current brand

• Writing the Blog:

o Blog at least once a week

o New blog posts should link to other blogs, such as Mississippi Brew Blog,

Beer Advocate, NOLA Beer Blog and Beervana, to name a few

o As blog posts progress, new posts should link back/refer to previous posts

o Include visual elements to break up the text

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o Blog responsibility should be shared across the staff and other individuals

truly interested in beer. They can create word documents to allow the

marketing coordinator to review content before it is posted, and give credit

as needed.

o Respond to all comments

o Include a call to action in posts – such as “sample, try, purchase, explore,

learn, ask, see”

• Sharing the Blog/Building Followers:

o Enable subscriptions

o Every blog post should be shared on Twitter and Facebook

o Ask influencers (local beer clubs, regional beer organizations, other bloggers

etc.) to share your content, and contribute if fitting

o Comment on other blogs

Summary

As a means of expanding awareness and two-‐way communication with publics, Southern

Prohibition blog should begin as soon as possible and continue throughout the life of the

company. The cost is minimal, focused primarily in staff time. The blog should require

minimal to moderate effort, depending on the planning set in place prior to the blog start

and the consistency of the staff to maintain the blog. As the blog continues to grow,

Southern Prohibition will see increased interaction with the blog audience and increased

awareness with their publics not only in the regional area, but also throughout the

southeastern U.S.

49

CHANNEL PLAN – MEMBERSHIP CLUB

Rationale

According to preliminary research, non-‐craft beer drinkers are more likely to take

recommendations from their friends than anyone else when it comes to beer. With that in

mind, why not provide their friends with all of the tools they need to promote the Southern

Prohibition brand and encourage non-‐craft beer drinkers to give Southern Prohibition a

try?

Membership-‐based programs are very popular, and can even be found in other

alcohol-‐based companies. Makers Mark has a very popular club called Makers Mark

Ambassadors. Ambassadors are provided with gifts and giveaways to share with others to

encourage their peers to try Makers Mark. In addition to providing them with the means to

promote the Makers Mark brand, these gifts also foster those already strong relationships

with followers of the brand.

Desired Outcome

To generate action; specifically, 100 Bootleggers Club registrants within the six-‐

month campaign.

Budget

Members will not pay a membership fee, therefore no revenue will be directly

received from this program. There will be costs to the organization, but should be

considered part of the public relations and marketing budget, as it is promoting the brand

through brand ambassadors. These items include t-‐shirts, pint glasses, inscribing on the

50

Bootleggers Wall, a holiday gift and business cards. Other items that will not be a direct

cost include email blasts, free tours and first opportunity to sample new beers.

Sample Budget is for 500 items unless otherwise noted:

Item Cost Percentage of Total

Pint Glasses $761.00 16.4% T-‐Shirts $2,225.00 48.0% Business Cards (2,000) $55.00 1.2% Boards for Inscribing (5) $75.00 1.6% Woodburning Tool (1) $20.00 0.4% Holiday Gift (Budget) $1,500.00 32.4% Total $4,636.00 100.0%

Target Audience

The target audience for this channel is craft beer drinkers in Mississippi. They have

a passion for craft beer and want to support the movement for craft beer growth and the

organizations responsible for doing so. They are strong in numbers and willing to step out

and speak on behalf of craft beer.

Market Size

With the multitude of craft beer groups in Mississippi and even surrounding states,

the market for such a club is warranted. Because of some of the benefits of being a member

of the Bootleggers Club, individuals from outside the greater Hattiesburg area should show

interest in joining the club.

51

Media Situation

While there are other beer clubs in the state, there are none that are targeted to a

specific brand. The primary offerings for members include registration to an email list, a t-‐

shirt and maybe a pint glass. The Bootleggers Club will give members insider information

and provide them with gifts they can use as well as a lasting memory of their commitment

to Southern Prohibition through inscription on the Bootleggers Wall. These longstanding

and personal touches set Southern Prohibition Bootleggers Club apart from other simple

beer organizations.

52

KEY MESSAGE – BE PART OF THE CLUB

The Bootleggers Club will focus on emotional appeals and encourage camaraderie

and inclusion. The message should make participants feel like they’re ‘in the know’, part of

the team and special. Key spokespersons will include the entire Southern Prohibition staff –

because members of the club should feel as if they are part of the staff. However, as the club

grows, each member of the club will serve as a spokesperson. Communication should be

casual, conversational and fun.

Details

• Recruiting Members

o Press Release

o Include in Blog, Facebook and Twitter

o Promote at Repeal Party

• Member Benefits

o Gift basket with:

§ Branded Pint Glass

§ Branded T-‐Shirt

§ Business Cards to distribute to friends

o Email Updates:

§ “What’s Brewing”

§ “What’s soon to be released”

§ Beer news across the state

o Invitation to Early Release Parties

o Inscription on Bootleggers Wall

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o Holiday gift

§ September 28 is national “Drink Beer Day” – this is an excellent

opportunity to provide Bootleggers with a beer gift to encourage them

to drink Southern Prohibition beer on this holiday.

Summary

The Bootleggers Club will serve as an expansion of the Southern Prohibition staff, as

club members help promote the brand and push the beer they know and love. With a

moderate cost, this club has the potential to take off and prove more successful than any

other tactic used to connect with not just one, but with multiple publics. It may take

moderate staff work, especially as new members are registered, but once a membership

base is established, it should be fairly easy to maintain on a regular basis. Constant

communication is key – as these individuals are your volunteer brand ambassadors.

BUDGET

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BUDGET

While there are many different ways for Southern Prohibition Brewing to approach and

approve budgeting for this campaign, it is recommended they take an objective-based budgeting

approach, while considering the stage of lifecycle.

Stage of Lifecycle

Since it’s inception just under a year ago, Southern Prohibition has not employed a public

relations campaign. Since they are trying to branch out and expand the company, it is necessary

to spend money to do so. By adding new promotional outlets, Southern Prohibition will be able

meet the objective, which is covered in objective-based budgeting below.

Objective Based

Looking back at the objective for the campaign, one can review the budget to see how

each tactic will aide in reaching that objective. In this approach, a tactic is not utilized unless it

directly relates to meeting the original objective.

With the objective of raising awareness, each tactic in this campaign is working towards

that end result. Looking first at the website and blog, which cost minimal dollars, these two

tactics meet the objective by providing a consistent location in which the various publics can

educate themselves and become familiar with Southern Prohibition. Second, radio advertising

reaches those publics that are not caught in the social media outlets. Third, the Bootleggers Club

not only provides an opportunity to create brand advocates, who will assist in spreading the word

about the organization. Finally, the Repeal Party attracts more than just those who are captured

56

throughout the other outlets and provides a unique way of raising awareness in the local

community.

Line Item Cost Percentage of Campaign Blog $0 0.0% Website $30 0.5% Radio $1,940 16.5% Bootleggers Club $4,636 39.5% Pint Glasses $761 T-‐Shirts $2,225 Business Cards $55 Boards $75 Woodburner $20 Holiday Gift $1,500 Repeal Party $5,100 43.5% Entertainment $1,200 Band Setup $2,500 Facebook Ads $500 Signature Ad $500 Flyers $100 Photographer $300 Food $1,500 Security $300 Port-‐a-‐lets $200 Total $11,706

TIMELINE

Task Name Dur

atio

n (W

eeks

)

Star

t Tim

e (M

M/D

D)

Timeline in Weeks (Month) July Aug. Sept. Oct. Nov. Dec.

(Week) 1 2 3 4 5 6 7 8 9 10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

Website 27 07/01 Update Pages 10 07/01 Check for Updates 4 09/29 Radio 14 09/08 General Promotions 9 09/08 Party Promotions 5 10/06 Bootleggers Club 27 07/01 Preregistrations 8 07/01 Order Items 1 07/01 Press Release 1 08/07 Email Updates 5 08/07 ‘Drink Beer’ Gift 1 09/22 Blog 27 07/01 SoPro Post 7 07/01 Guest Post 4 08/07 Craft Beer Post 10 07/10 Repeal Party Post 6 07/17 Repeal Party 1 12/06 Facebook Event 27 07/01 Event Website 21 08/08 Press Release 1 11/06 Email Update 4 07/01 Blog Post 6 07/17 Tabletop Displays 9 10/06 Book Ent. & Catering 1 08/04 Book Photog, Sec., Ports 1 09/08 Radio Ads 5 10/13 Signature Ad 5 11/01 Facebook Ads 5 11/01 Flyers 9 10/06 Thank You Notes 2 12/08

EVALUATION

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EVALUATION

Evaluation of a campaign should happen throughout the process and can be done in

a multitude of ways. It is recommended that Southern Prohibition complete before-‐and-‐

after studies to accurately track the success of the campaign.

METHODOLOGY

Before and After Study

Southern Prohibition will use a before-‐and-‐after study to track the success of this

campaign. This will be done primarily through a survey of representative publics. These

publics include individuals aged 21-‐54 living in Forrest, Lamar or Perry County who drink

beer.

Traditional Media Tracking

Additionally, Southern Prohibition will employ media tracking throughout their

campaign. This will include traditional media as well as social media. Traditional media can

be tracked through simple tools such as Google Analytics that provides a notice whenever

the company name is mentioned through a traditional media outlet. More advanced tools

are also available for media tracking, and can be used for a fee if the client so wishes.

It is also important to note whether or not the media coverage is positive, negative

or neutral. If it is negative, evaluate whether or not to respond via a press release or other

formal statement. If there is misinformation, it should be addressed as soon as possible.

60

Social Media Tracking

In addition to tracking traditional media, Southern Prohibition will track mentions

and followers on social media as well. Free tools such as Social Mention allow the client to

enter their name into an alert system that will track each time their name is mentioned on

selected social media outlets. Just as in traditional media tracking, more advanced tools are

available for additional fees.

Just as traditional media should be tracked for message tone, so should social media.

Responses to social media, however, – positive or negative – should happen immediately.

Readability Measures

As soon as the updates to the website and the details of the Bootleggers club are

complete, and prior to fully launching both portions of the campaign, Southern Prohibition

should complete a readability measure. This entails providing a small selected audience

with the communication pieces and receiving feedback. This could be completed as simply

as sharing the website link with a few individuals who are in no way connected with the

company and asking them to complete a brief survey, making sure the key points of the site

and club were understood properly. This could also be completed through a formal focus

group.

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EVALUATION CATEGORIES

Evaluation of Outputs

By tracking traditional and social media throughout the campaign, Southern

Prohibition will be knowledgeable in the dissemination of the message. By completing a

readability study, Southern Prohibition will know whether or not their messages are

properly delivered as well as provide them an opportunity to make any last minute

changes that might make the campaign better.

Evaluation of Awareness Objectives

The before-‐and-‐after study will give an idea of how much awareness changed during

the campaign timeframe. Additionally, the readability study will confirm for Southern

Prohibition whether or not the messages disseminated were in line with the original goal.

Finally, by thoroughly tracking media for looking at tone, Southern Prohibition will be able

to analyze the content that was shared through traditional and social media, making them

more aware of favorability of the brand.

AUDIENCE

The final evaluation (awareness survey) should be distributed to both craft beer and

non-‐craft beer drinkers. Ideally, a 300+ response rate is ideal for Greater Hattiesburg, but

100+ will serve the purpose. The marketing manager, brand manager and owner of the

company should all review the information once it is collected to have different

perspectives when reviewing. This also ensures that those most connected with the brand

are knowledgeable in the brand awareness. All staff reviewing the information should be

62

prepared for both good and bad reviews. This information will help the company continue

to grow and move forward.

EVALUATION SCHEDULE

To evaluate the campaign, Southern Prohibition should:

• Prior to implementation:

o Distribute awareness survey

• During implementation:

o Track media coverage by keeping physical copies in a three-‐ring binder of all

articles, stories and advertising placements (this includes duplicate stories

that are shared through different avenues)

§ Evaluate the message content – is it positive, negative or neutral? Are

all of the facts correct? Should you respond?

o Track social media mentions using Social Mention software; print reports

monthly so there is a hard copy for future reference

o Make note of any difficulties or problems that arise with any of the specific

tactics

• After implementation:

o Distribute survey used prior to implementation with additional questions

o Count number of attendees who attended the event

o Count number of Bootleggers Club registrants

o Count number of Facebook fans and Twitter followers

o Review website analytics to track number of website hits

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SAMPLE SURVEYS

Pre-‐Campaign Awareness Survey 1. What is your favorite – or go-‐to – beer? (Open ended) 2. Please mark all of the beers you have heard of before. (List) 3. Please mark all of the beers you have tried before. (List) 4. How would you rate your knowledge of craft beer?

a. What’s craft beer? / I think I’ve had a craft beer before. / I know a little bit about craft beer. / I’m pretty knowledgeable about craft beer / I’m a craft beer guru

5. When selecting a beer, how often do you select craft beer? a. Always / Almost always / Sometimes / Occasionally / Never

6. Please name all Mississippi craft breweries or beers you are aware of. (Open ended) 7. Please name any Mississippi craft beers you have tried. (Open ended) 8. What are your current feelings towards Southern Prohibition Brewery?

a. Very positive / Slightly positive / Neutral / Slightly negative / Very negative 9. What is your gender?

a. Male / Female 10. What is your current age? (Open ended) 11. Are you a Mississippi resident? (Yes / No)

a. If yes – In what Mississippi county do you currently reside? (Drop down list) b. If no – In what state do you currently reside?

12. Please specify your ethnicity: a. White / Hispanic or Latino / Black or African American / Native American or

American Indian / Asian or Pacific Islander 13. Please leave any additional comments.

Post-‐Campaign Awareness Survey Additional Questions

1. Have you seen anything about Southern Prohibition in the news in the past six months?

a. Yes / No 2. Have you seen anything about Southern Prohibition on social media in the past six

months? a. Yes / No

3. Have you heard of the Southern Prohibition Bootleggers Club? a. Yes / No

4. Are you a member of the Southern Prohibition Bootleggers Club? a. Yes / No

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