Creative Brief:Minglewood Brewery

“Home of Your Favorite Pint & A Pie”

“Beer Enthusiast”- Group 3Alyssa Basler, Josh Bowlin, Jaclyn Halaz

28 October 2015

Background

Founded in January, 2015 Minglewood Brewery is a craft brewery dedicated to

providing a wide range of high quality craft beers and artisan pizzas. The company not

only caters to the residents of Cape Girardeau, Jackson, and Carbondale, but also offers a

destination for customers in the surrounding areas or tourist that are coming into the city.

Minglewood offers a various variety of craft beers and foods like salads, pizzas, and

sandwiches. Each beer goes through a process without filtration, which makes the

company focus on the highest quality of ingredients, temperature controls, and finishing

the aging process to serve a quality beer. The company needs to focus on ways to get

more customers coming into the store and for the normal beer drink to gain knowledge of

craft beers.

Product Description

Minglewood Brewery took home of the original 1892 brick building. They added

in a kitchen and opened as the area’s only craft beer brewery serving pizza as well. This

brewery offers a club membership, which lasts for one year. Some perks included with

this commitment is getting one dollar off regular priced pints and one dollar off growler

refills. A free t-shirt is also included.

Minglewood Brewery received an award for Regional Entrepreneurship. One

thing Minglewood likes to do for their customers is educating their customers on how the

beer brewed and informing them just in general about craft beer, because it is not

common to the area. Stuart, the owner of Minglewood, takes the time to answer any and

all questions that customers may come across.

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One great thing about Minglewood is that they are constantly updating their

menu. Items range from appetizers, salads, and much more, but what they are most

known for is their pizza. The pizza crust has the same brewer’s grain as the beer. On that

note, the beer is one of the biggest sellers at the brewery. They brew their own beer on

site, which is one of the most unique parts of this brewery.

Current Product/Service Situation

MinglewoodStrengths:

     -Local company in Missouri

     -Walking distance from Southeast Missouri State University campus

     -Located in the Great American Main street Community

     -Aggressive and focused marketing campaign with clear intentions and goals

Weaknesses:

    - Don’t have the reputation or money like big breweries have

     -There are a lot of new hires to train and organizational structures to learn

     -Lack of awareness and social media followers

     -Smaller company compared to competitors and mission statement confusing

- Lack of marketing with motto or sloganOpportunities:

     -Packaging for new generation of consumers that appreciate high-end bottling and labels

     -The growing appreciation and market for craft beer niche

     -Potential to reach the college kids and tourist in Cape Girardeau

- Take advantage of the weaknesses in competition and being a locally small owned operation

Threats:

     -Major breweries are establishing control over the supply and distribution channels to corner the market

     -Customers are not aware of new company and the products they offer

    - Huge fluctuation of prices and supplies can occur in the microbrew industry

- Lack of social media and advertisement means less awareness of craft beer products and food offered

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Competition: Big Muddy Brewing Strengths:-Diversified market segments: ensuring the lack of dependency on one particular market

-Establishment and maintenance of strong capital base

-An aggressive and focused marketing campaign with clear goals and strategies

Weaknesses:-Lack of a reputation in comparison to the competition of more well-known breweries like Anheuser Busch

-Big Muddy Brewery currently does not have much of a presence on the internet so establishing one will be hard because of competition like Anheuser Busch, which is already so developed as whole company

-Limited financial base compared to the major competition in the industry

Opportunities:-Specific niche market: appreciation for high quality brewed items

-New generation of individuals have a greater appreciation for products and names

-Increasing number of foreign firms

Threats:-Established mass-market companies development of new lines and vertical integrating so as to be in total control of supplies

-Existing competition like Anheuser Busch

-Other start-up companies

-Intolerable price increases

Minglewood Brewery already has multiple advertising strategies already in place.

These Medias include radio, ilovelocalplaces.com, and social media. Recently they

Worked with River Radio and ran a special over three stations for seven days.

Minglewood has also sent out direct mailers to the residents and businesses in the

Southeast Missouri area to increase their lunch sales. But they have mainly concentrated

on their Internet presence, using business review sites like Yelp, Trip Advisor, and

Untapped. Minglewood has a website and uses social media, mainly focusing on

Facebook.

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Product and Service Positioning

Buckner Brewing Company closed down in January 2013, which provided

Minglewood to have the best possible opportunity for business being the only brewery in

town. One unique characteristic about Minglewood is that the beer is only served and

sold to be drunk on site. One big reason behind this is to get to know the customers and

make it a place where people know each other when they walk in. The famous tabletop

walk through to make sure customers are satisfied is part of the reason that it is necessary

for brews to be sold just on site for that experience. Minglewood has had the opportunity

to cross-market with Mary Jane’s, which is located in Perryville, MO.

Product Life Cycle

Stuart Matthews started his business plan in February of 2013. By January 2015,

Minglewood Brewery was fully operational

Advertising Objectives

The marketing strategies we have come up with will definitely have an effective

and traceable way to see if the advertisements are working. The ad in SE Missourian

which will be released in March is a good way to reach a variety of people because it is

distributed at many locations in Cape Girardeau. The ad will include information about

upcoming events that will be happening or specials that might be occurring during that

week. It will also include new brews that may be on tap at the brewery. It will have a

little cutout portion at the end of the ad that will have some time of promotion you can

bring in. This will make it possible to track how many people are receiving information

about Minglewood through the SE Missourian. The giveaway coupons given out during

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Southeast Missouri State University’s sporting games will provide a tracking system as

well for Minglewood to see what advertisements are the best promotions. These coupons

will give customers some kind of deal for food or beers.

Target Audience

Minglewood Brewery aims to gain more clients, mainly local college kids and

adults in the Southeast Missouri area from the ages 21-70, they want to target the

increasing percentage of the market discovering craft beers, single to dual income

families, and a wide range and sociology- economic background. The number of Craft

Breweries in 1980 was 48. The number of Craft Breweries in 2010 is +1,600. The

domestic share of beer has been decreasing from 1980 to 2010. From 97% in 1980, 95%

in 1990, 90% in 2000, and 87% in 2010. However, the Craft share of the market has

been increasing. It was negligible in 1980, <1% in 1990, 3% in 2000, 5% in 2010 and

6.5% in 2012. Craft, Imports and Specialty beers have shown continued growth.

Minglewood gives customers the chance to gain not only knowledge on craft and micro-

brew beers, but also taste some local ingredients as well.

Objectives and Marketing Summary

Clientele

The main objective for Minglewood is to increase sales for the younger clientele.

This will happen by the promotions offered by different advertisements. Another goal is

to educate the customers on craft beer. This will happen by getting more customers from

all the promotions and advertisements that will draw people

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Education and Awareness

Minglewood’s main concern is to educate those about craft beer. They should

offer classes or promotions for learning about the beer. They should also make the tours

for the brewery a more known possibility for customers. It would be a good way to attract

those passing through town. Participants could be acquired from the weekly emails or it

would be posted on a billboard. The event would start off going through the different

rooms of Minglewood and learning about how the company started and then how to make

the beer. The evening could end with receiving a taste sampler of the beer with a

purchase of something from the kitchen menu. It would offer a fun and educational

experience. Another possible opportunity to create awareness for the customers is

providing interchangeable laminated sheets of paper in a stand on the table that informs

the customers of the seasonal as well as daily beers that are offered. The estimated size

would be 4X7” and these sheets of paper will be updated on a weekly basis.

Producers

One main thing about Minglewood Brewery is that they produce their beer on

site. The purpose behind creating it on site is to keep customers coming back and create

that community feeling to where you can see that it is made in your local town. This

strategy is a key component of making Minglewood unique, because it is the only

available place to get their beer or food.

Entertainment

Having entertainment such as open mic night and bands brings many advantages.

Entertainment and events promote social drinking which in return will keep customers

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there longer and make them come back. Minglewood already has some entertainment in

place, such as open mic night and live entertainment on weekends. But what would set

Minglewood apart from all the other bars in town would be the atmosphere. It is not the

typical bar scene; it is a laid back, smoke-free place.

Cross- Promotion Events

Cross promotion events are an easy way to market your company; it takes

minimal effort and can be fairly cheap. With Minglewood Brewery also having a kitchen,

a great way to expand on that is to cater. Appetizer-like food is often wanted at parties

and events versus a large meal, with that being Minglewood’s menu, it would be a simple

way to expand. Fairs and beer festivals are also an easy way to market Minglewood.

Minglewood should consider having a stand at fairs and distributing beer and samples of

food. There are many fairs and events in Southeast Missouri that would be a good host;

Pumpkin Festival in Troy, MO, Southeast Missouri District Fair, Apple butter Festival in

Kimmswick, MO, etc. These types of cross-promotion events will only target within 150

miles. This is so that we can save on the cost, but still target the main market which can

come from St. Louis and Memphis, Tennessee.

Social Media

Social Media is the cheapest, most crucial form of marketing in today’s world.

Having a good social media presence is the very important. Minglewood already has a

Facebook page and Instagram. Minglewood should also get a Twitter account to catch

those who may not have Facebook or Instagram. Minglewood should also create a

hashtag that customers can use when posting on social media to track usage. That simply

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takes putting it the website, using it in posts on social media, directing customers to use

the hashtag.

Desired Outcomes/Purpose

Minglewood Brewery needs a marketing strategy to increase its visibility and

market presence in Southeast Missouri using a combination of media platforms. The

overall goal of the company is to provide quality product and service to new and existing

customers and grow in the market, and increase foot traffic to drive food and alcohol

sales.

Description of Action and Placement

Billboards

A lot of opportunity is available when it comes to possibility of advertisement for

Minglewood. Billboards reach a large audience for people that happen to be driving on

main expressways in Cape Girardeau. Another beneficial reason billboards are good for

advertising is that they draw in tourist who may be looking around for a unique place to

eat. The prices range from $375-$475 at the DSW billboard company. Four options for

locations of billboards are one at Exit 96, two are near the mall, and lastly by Andy’s.

Research from Outdooradvertising.com states that people do only typically look at a

billboard for 4 seconds, however brand recall is very important in advertising and with

catchy billboards people will not forget them in return which brings them into the

business. In return, the billboard is embedded in their subconscious so they already have

brand awareness of the company and products.

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Giveaways

Another way to implement awareness of Minglewood is by the giveaways and SE

Missourian. Like mentioned in advertising objectives, these advertisements will provide a

way to track and take into account how many people are seeing these ads by when they

bring them into Minglewood. During the span of the year at Southeast’s athletic games,

these coupons would be handed out at six football games, twenty-six baseball, and

fourteen basketball games.

Brochures

A brochure will be another good way to inform potential customers of

Minglewood. This would be good to put in welcoming information centers or online for

tourists to look at. Another opportunity for distribution would be at Southeast Missouri

State University’s opening events when college students first in to town. It would open

up the opportunity to getting more customers. The brochure would provide information

including the menu and events going on at the brewery.

Contests

In addition, the contest that Minglewood is sponsoring will be a way to draw in

customers and keep them in contact. Potential contests prizes include a giveaway for a

club membership, free appetizers, free flights, or free pints. In order to register to be in

the contest, you must include your email in the drawing basket. These emails will help be

a way to keep constant contact with the customers by informing them of events and

promotions going on at the brewery. If there was an ad included in an email, then the

customer could just show the email ad on their phone or print it off to get whatever

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discount is being offered. This allows for a way to keep track of who is checking their

email from Minglewood.

Events

Minglewood could offer a variety of events to help draw in customers. The

painting and drinking nights have become largely popular in today’s society.

Minglewood would host their own Paint and Pints night to bring in customers. It would

cost $25-$35 a person, which would include the money needed for art supplies. Another

opportunity for Minglewood would be to host a Puppies n’ Pints night. This would bring

in dogs from the animal shelter and allow for them to have the possibility of being

adopted later on. A Trivia night is another event that could be offered at Minglewood.

Friends and family could make tables together and enjoy a night of competition and fun

while enjoying a beer and pizza. The winner of the game would also receive a prize off of

Minglewood’s menu. Another event would also be a Halloween costume party as well

that would award the best dressed with some kind of prize whether it be a pint and pizza

or whatnot. A party should be thrown to celebrate Minglewood being open for one year.

This night would include a band and drink specials. A Fourth of July party and a back to

school party should also be held as well to gain customers. Lastly, a Ladies Just Wanna

has Suds night would be offered featuring a guided beer pairing with chocolate. Corner

store or new chocolate store downtown would be able to pair up with Minglewood for the

evening to gain publicity for both companies.

Slogan Redesign

Although Minglewood’s current slogan works, we created a new, more current

one to elevate it to the next level. The main purpose of slogans is to enhance the image of

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the brand, to facilitate brand recognition, and trigger brand recall in the consumer’s mind.

Minglewood should update their slogan to “Home of Your Favorite Pint & A Pie”

because Minglewood is not only a brewery but has a full operating kitchen. By including

food into the slogan, consumers will be more aware of this.

Budget

All of these ideas are factored into the provided $1000 budget. The amounts are

as follows (Quotes from Concord Print Center, and Drury Southwest Sign).

- Billboard (297-E Taco Bell) $350

- 2 Col X 3 in (6”) full color ad Southeast Missourian, every week for 52 weeks on

Monday, Tuesday, and Thursdays. 2 Col X 3 in (6”) full color ad Southeast

Missourian 1 time per month on Sunday and Wednesday. Premium listing on

semomarketplace.com, 25, 000 online ads per month on semissourian.com all for

$300 a month.

- Brochures (100 tri fold design colored) $135

- Coupons printing (50 X $0.50 each) $100, Labor cost $45

- Constant Contact $113. 43 per year, $9.45 a month

Total thus far is $939.45 leaving us under budget by $60.55 each month.

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Timeline

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January-February

Create flyers for distributionCreate billboardStart promotion of events

March-April

Start to send out Southeast Missourian advertisement Throw out T-shirts with coupons on them

May-June

Trivia nightPuppies n' PintsGirls Just Wanna Have Suds

July-August

Fourth of July Back to school bash SponsorshipsAdvertisements

September-October

OctoberfestBillboard

Script

(Music playing in background)

A group of friends walk into Minglewood.

The friends catch eyes with other friends sitting at the bar and booths. They disperse off to go greet one another (laughter occurs).

A waiter comes over bringing pizza and drinks.

We now follow the waiter to the bar to pick up more drinks and food. This shot shows the beers on tab.

Next follow the waiter out to the patio, but stops to view the brewing room where Stuart waves as he’s brewing beer.

The last shot gets a view of waiter taking someone’s order on the patio.

Scene ends with waiter heading back to main room.

The logo for Minglewood pops up and then the slogan is said, “Minglewood Brewery: Home of Your Favorite Pint and A Pie”.

Conclusion

By utilizing the ideas and propositions we have included in this brief,

Minglewood will have success in not only attracting new customers, but also gaining a

loyal customer clientele that is knowledgeable on the type of beers brewed at

Minglewood. In addition, the customers will be attracted to the food offered at

Minglewood because of the new slogan.

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