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COMMUNICATION PLAN
Created by: Autumn Fox, Anne Gamab, Jacey Menter, Carolyn Nease, and Otilia Peralta
Executive Summary………………………………………………………......................1
Case Description ………………………………………………………………………3
Primary Research
Focus Group……………………………………………………………………….6
Content Analysis…………………………………………………………………..8
SWOT Analysis……………………………………………………….………………….11
Potential Publics………………………………………………………….……………...12
Goal & Objectives………………………………………………………………………..15
Messages ………………………………………………………………………….……16
Strategies & Tactics……………………………………………………………….…….18
Budget……………………………………………………………………………….……20
Calendar………………………………………………………………………….………22
Evaluation…………………………………………………………………………...…...24
Work Samples…………………………………………………………………………...25
Team Bios………………………………………………………………………………..42
Table of Contents
Iron Horse Brewery is a small, local microbrewery located in Ellensburg, Wash. Jim Quilter originally founded IHB in August 2004. In 2006, Greg and Gary Parker joined Quilter as partners. It was then in 2007 that Greg and Gary bought Iron Horse Brewery from Quilters, and they have owned it ever since. In addition to Greg and Gary, Iron Horse has 30 other employees on the team.
Iron Horse Brewery currently promotes through posters and flyers in local bars. These posters will often advertise upcoming events and seasonal brews. They also have a newsletter for Iron Horse fans to receive email updates from the brewery.
Our two forms of research consisted of a focus group and a content analysis. Our focus group concluded males prefer microbrews, money is a big factor when selecting which type of beer to drink and also there was a strong loyalty towards certain types of beer, especially if that beer is local. Our content analysis showed that Iron Horse Brewery’s reputation is overwhelming positive. The majority of praise and interest is local and inside Washington. There is a decent amount of interest outside the state. Our findings also show Iron Horse Brewery has a great grasp on social media and the flow of conversation. Iron Horse Brewery’s major strengths include social media presence, partnerships through events with local businesses and Central Washington University, and marketing individuality. Iron Horse Brewery’s major weaknesses include promotions outside Ellensburg, price points, and their limited audience. Iron Horse Brewery has several opportunities, including promotions and advertising outside Ellensburg, expanding the customer base by offering a variety of brews, and expanding pub locations. Their threats include their national brand competitors, manufacturing costs, and the negative connotations of beer. For this campaign, the primary publics will include local distributors, Central Washington University students, Ellensburg residents, and distributors outside Ellensburg. While Iron Horse Brewery has encountered great success in Ellensburg, there is room for improvement. There are three goals for this campaign. The first objective is increasing earned media presence in places that sell Iron Horse by 15% by April 30, 2015. The second objective is increasing attendance to events by 15% by April 30, 2015. The final objective is increasing online presence through owned media, including their blog, Facebook, Twitter and Instagram, by 15% by April 30, 2015. To reach these goals, we have developed several tactics and strategies. For local distributors, we want to implement stronger partnerships. For example, one of our tactics includes conducting a beer tasting night for owners of local distributors. This type of event will create a more relaxed relationship between Iron Horse Brewery and the other businesses in town.
Executive Summary
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To reach Central Washington University students, we plan to cultivate a stronger relationship through brand appeal and more targeted marketing. We want to make Iron Horse Brewery a place where college students want to go to. For example, one of our tactics is improving Iron Horse Brewery’s Instagram presence. Iron Horse is already great at Facebook and Twitter. By improving their Instagram presence, they can remain relevant and interesting to Central Washington University students. Our strategy for Ellensburg residents had to be unique in order to improve on the already healthy relationship between Iron Horse Brewery and Ellensburg residents. For example, one of our tactics is introducing a special brew dubbed, “Locals Only.” In the spirit of Iron Horse Brewery’s unique approach to marketing, this brew will be offered randomly throughout the year exclusively at the Ellensburg pub. Locals can follow clues through social media to determine when the brew will be available. “Distributors outside Ellensburg” is where Iron Horse Brewery has the most room for improvement. Our strategy is to expand the Iron Horse Brewery brand and product availability throughout the Pacific Northwest with a more precise focus on Yakima, Washington. For example, one of our tactics is sponsoring events at locations outside of Ellensburg that sell Iron Horse products. Iron Horse should sponsor events that are put together by loyal distributors who are consistently selling Iron Horse beer. This will also strengthen the relationship between Iron Horse and their distributors. And example would be partnering with Buffalo Wild Wings, which recently opened in Yakima. We have evaluation tools planned for each of our objectives. We plan to monitor The Daily Record, The Observer, The Yakima Herald, and other media outlets in places that sell Iron Horse products. Iron Horse should be in a publication at least once a month. We also plan to measure success by taking attendance at events by using tickets and documenting all attendance at every event. Finally, we also plan to monitor likes, shares, comments, and hashtags on Facebook, Twitter, and Instagram and the blog. We will be tracking the amount of follower increases on each medium from November 2014 to April 2015. These are only some of the details of our campaign. Please continue reading for more information on how we plan to improve Iron Horse Brewery. If you have any questions or would like more information, please feel free to contact us at [email protected].
Executive Summary
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Client Iron Horse Brewery (IHB) is a small, local microbrewery located in Ellensburg, Wash. Jim Quilter originally founded IHB in August 2004. In 2006, Greg and Gary Parker joined Quilter as partners. It was then in 2007 that Greg and Gary bought IHB from Quilters, and they have owned it ever since. In addition to Greg and Gary, Iron Horse has 30 other employees on the team.
Iron Horse Brewery experiences moderate success in terms of sales force. Iron Horse products are currently sold in restaurants, bars, and retailers in Washington, Oregon, Idaho, Montana, and Alaska. There are currently over 3,100 businesses selling Iron Horse beer.
The Washington Beer Commission has divided the state into seven regions for breweries. These include the North Sound, South Sound, Seattle/King County, Islands & Peninsulas, South, Central, Northeast, and Southeast. Among these regions are about 240 breweries. Iron Horse brewery, located in the Northeast region, offers their beer in many regions. The most popular cities are Ellensburg, Yakima, Leavenworth, Cle Elum, and Seattle/King County.
Community is very important to IHB. Based on how they speak to the viewers of their website, they want to be viewed as a relax but accommodating business. IHB is very active on social media. They use this to promote their beers and their events. Also, IHB is very dynamic in regards to their social media engagement and interacting with their audience by replying to tweets, comments, posts, etc. IHB also has merchandise ranging from foam hands to T-shirts are sold at the store and are also available online. Product Iron Horse has created 12 different microbrews, 2 of which have been discontinued. The craft beers that can be purchased year round are “509 Style”, “Irish Death”, “High Five Hefe”, “Cozy Sweater”, “Light Rail Ale”, and “Iron Horse IPA”. IHB also offers seasonal beers, which are “Double Rainbow”, “Decision Maker”, “GARY”, and “Mocha Death.” “Irish Death” is the most popular selling product. It is what Iron Horse calls “a dark, smooth, ale” and often refers to it as “beer candy.” The style of Iron Horse’s beer is different for every product. There is a flavor that will appeal to a wide variety of beer drinkers. “509 Style” is medium-bodied, lightly malty ale with hop presence, and a smooth finish. The “High Five Hefe” is a blend of wheat, honey, and ginger. Also available is “Cozy Sweater” which is a darker, chocolate brew with a hint of vanilla. “Light Rail Ale” is a cream ale with citrus flavors. Then, there is “Iron Horse IPA”, which contains lots of hop flavors and aroma, with a mild bitterness and a dry finish.
Case Description
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The packaging for Iron Horse is a characteristic that makes Iron Horse different from its competitors. Each beer flavor has its own design, relating to the name of the beer. For example, the bottles of “GARY” have an image of Gary, the owner. Although all of the designs for every type of beer vary, they all share a similar look which is important in regards to brand recognition. Prices range from a 12 oz. can, which is $3.00 to a case of 12 bottles for $52.00. Products can be purchased in individual cans, individual bottles, growlers (40 oz. or 64 oz.), six packs, and cases (24 cans or 12 bottles).
Promotions Currently Iron Horse is has pages on five different social media sites. They have over 13,600 likes on Facebook, over 7,300 followers on Twitter, over 70 followers on Pinterest, 600 followers on Instagram, and have Yelp page.
Iron Horse flaunts a unique approach to PR and social media. Interactions are often lighthearted and slightly sarcastic in nature. For example, Iron Horse holds monthly knitting parties, dubbed “Stitch and Bitch.” Iron Horse also emphasizes their local roots, including named one of their brews “509 Style” after their local area code.
Iron Horse Brewery advertises through posters and flyers in local bars. These posters will often promote upcoming events and seasonal brews. They also have a newsletter for Iron Horse fans to receive email updates from the brewery.
Publicity for Iron Horse Brewery is generally local. Most media coverage revolves around seasonal brews or charity events. Iron Horse received a fair amount of publicity when they transitioned to their larger pub and built a new back porch area.
Iron Horse also attends several festivals throughout the year. Recently they attended the Fresh Hop Ale festival in Yakima, the Mountain Ale festival in Roslyn, and the Brewer’s Dinner at Suncadia.
Iron Horse Brewery’s current budget emphasis seems to focus on expansion and technology. The placement of Iron Horse brews has grown over 500% in the past five years alone. Craft beer is currently extremely trendy (14% of the total U.S. beer market) and shows no signs of slowing.
Recent Iron Horse campaigns include a manifesto and website for their new High Five Hefe, encouraging people to ditch hugs for high fives. Iron Horse also has an ongoing campaign called Brewlette. This involves serving a mystery brew where “you have no idea what the f*$% you are drinking.”
Competition Iron Horse faces competition at both a local/regional level and at a national level. The competition for Iron Horse is other locally distributed beers across the state such as Yakima Craft Brewing and Bale Breaker. However, there is a sort of comradery among local breweries. Some will combine efforts of promotion, such as IBH and Icicle Brewery who are promoting an
Case Description
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event together. These efforts pay off as many like a variety of different beers to be offered at local promotions. As for other competition, the macro brews of huge companies such as Anheuser Busch and Coors have inexpensive pricing and are easily accessibility at many more locations than that of local brew. Another local competitor is Colockum Craft Brewing, which opened last year in Kittitas, Wash. This is the closest competitor. It is fairly new and does not quite have the same reach as IHB. The only social media platform they use is Facebook. Besides CCB and the other microbreweries in the Yakima area, IHB has enough followers for consumers in the area to consider mass produced beers such as Bud light to be one of its competitors. The biggest competitors for Iron Horse Brewery are the national brands such as Budweiser, Coors, and Corona. The largest factor when choosing between Iron Horse and national brands is price. At Iron Horse a case of 24 cans costs $32.00, whereas a national brand, such as Budweiser it costs on average $15.99 for a case of 24 cans. Also, brand recognition comes into play when consumers select beer. With all of the exposure and advertising of national brands, smaller microbreweries, such Iron Horse can sometimes be forgotten. Industry Iron Horse is categorized as a “microbrewery.” A microbrewery is defined as a brewery that produces less than 15,000 barrels of beer per year with 75% or more of its beer sold off-site. According to the Brewer’s Association, “microbreweries sell to the public by one or more of the following methods: the traditional three-tier system (brewer to wholesaler to retailer to consumer); the two-tier system (brewer acting as wholesaler to retailer to consumer); and, directly to the consumer through carry-outs and/or on-site tap-room or restaurant sales.”
A mainstay among beer drinkers is that local hops bring a delicacy to the quality of the brew. The micro brews are produced in smaller quantities, which enhances the individual characteristics of the brew as opposed to macro brews. The macro brews that are mass-produced are like those of Budweiser and Coors. These domestic beers have a more generic taste as they are brewed with quantity in mind. The consumer that seeks a micro brew is one that enjoys a beer with the essence of a local hops taste. The first local brewery in the Yakima Valley and the United States since prohibition was Bert Grants Brewery in 1982. Bert Grant beers were nationally acclaimed and with the death of Mr. Grant came the birth of many other small breweries. The tradition and the popular beers are still remembered by the community and are greatly missed. This nostalgia has created a desire for local brewery production. External Environment Ellensburg is located in Central Washington. In 2012, the estimated population was 18,348, with 50% males and 50% females. The median age is 23 years old. Around 30% of Ellensburg’s population is 20 to 24. Around 67% of Ellensburg residents are over 21 years of age, giving Iron Horse Brewery a large pool of customers.
Case Description
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Methodology: Our focus group featured six student participants. There were two females and four males in our focus group. The participants ranged from 21 – 30 years old. The focus group took place in the Science Building in Room 337 on October 8, 2014. Our participants came from several different places across the Pacific Northwest including Portland, Snohomish, Seattle, Eatonville, Whidbey Island, and Sammamish. Only three of our participants had consumed Iron Horse beer back in their hometowns. Only our Portland participant did not think Iron Horse beer was available in his hometown. One male participant mentioned, “I’ve had their Irish Death at a golf course in Yelm, Washington on tap in their bar.”
When asked how often they drank beer, our participants responded very similarly. Most of them drank beer at least once a week, sometimes up to four times a week. Two of our participants said about once a month. All participants agreed that it depending on outside factors. All our participants said they purchased beer from grocery stores and bars depending on the day of the week. One of our male participants said, “I’m normally out every Thursday at Wings because it’s dollar off beer 101, so it’s really cheap beer.” Another participant said it depended on whether or not they were attending a party. When it came down to macrobrews versus microbrews, our participants were split by gender. The males greatly preferred microbrews while the females preferred macrobrews. One male participant did admit he enjoyed drinking microbrews to start out the night and then drinks “cheaper, weaker macrobrews” afterwards. We asked our focus group participants what the biggest factors were when choosing what beer to drink and received a variety of answers. Some of the participants agreed that money and price was the largest factor. “If I have money, I’ll buy a nice beer.” Our Portland participant said he wants to support local and hometown beer. Another male participant said it depended on what he was eating and liked to pair it with his meals.
Most of our male participants expressed loyalty to specific brands of beer. The Portland participant was especially passionate about Widmer Brothers Brewery in Portland. He said, “That’s like the biggest one in Portland. I support Timbers, so I support them.” Another male participant, this time from Eatonville, said, “I try to buy from Washington breweries when I buy nice beer.” Our participant had similar opinion about microbrews in general. According to one of our participants, “Microbrews are way more flavorful, cheap beer just tastes like water,” to which the males nodded in agreement. All participants agreed that microbrews tasted better and didn’t seem to care about higher alcohol content. “Higher alcohol content is just a bonus,” they added. We also asked our focus group participants which microbrews were their favorites. Two of our male participants like the Thunderhead IPA from Pyramid due to its low cost and great taste. Other popular microbrews included Widmer Brothers, Henry’s, Rogue, and Dead Guy Ale. No one mentioned Iron Horse Brewery as one of his or her favorites.
Focus Group
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After discussing microbrews, we moved on to questions about Iron Horse Brewery. When asked what they already knew about Iron Horse, we encountered a variety of answers. Lots of participants mentioned that Iron Horse is “in town” and local. Lots of participants mentioned the recent remodel and changed location. One participant said, “There’s seating for dogs when available and their beer garden is cool” Most of them thought of the pub when thinking about Iron Horse Brewery. When conversation shifted to the products, one participant became extremely excited because he remembered Mocha Death had recently come back into season. Another admired the fact that Iron Horse Brewery has a canned Hefeweizen. “It is the only Hefeweizen in a can I’ve seen, it’s literally built for college students.” Another thought it was cool that Iron Horse released a 10th anniversary beer called, “Gary.” We asked our focus group to name three words that describe Iron Horse Brewery as a brand. Most of our participants had a hard time when it came to this question. All but one participant said “local.” Other responses included “unique, small, trendy, high quality, and different.” No one had negative opinions about Iron Horse Brewery. Our participants were once again split by gender when asked if they drink Iron Horse beer. Our male participants had all tried it and enjoyed it, while our female participants had never had it. The male participants were drawn to Iron Horse by many factors. One participant said, “It’s from Ellensburg and I live in Ellensburg, might as well try it.” Another participant was extremely impressed by their brand, “The brand, it’s so unique and so awesome.” The female participants had either never been to the pub or just didn’t like beer in general. One of the female participants said she would probably go to their pub location eventually. “It seems like a fun place, I just haven’t gotten around to it. I’ll probably go someday.” When asked if a larger availability in their hometown would increase their consumption of Iron Horse beer, most of the participants said no. Our Portland participant said, “I just don’t think it can beat the market of the other ones, even here in Ellensburg it isn’t marketed that well. When I go into the stores in Portland, I know what beers come from where in that town.” Finally, we asked our focus group whose opinion they trusted the most when it came to beer. The answers varied from television and relatives, but most of them trusted friends the most. Final Conclusions:
• Males preferred microbrews while females preferred macrobrews. • Money is a big factor when selecting which type of beer to drink. • There was strong loyalty towards certain types of beer, especially if that beer is local. • Iron Horse Brewery’s brand image is small, local, and unique. • Increased availability may not increase consumption for a college-aged audience.
Focus Group
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Overview: The purpose of this study is to determine the public opinion and reputation about Iron Horse Brewery. For this study, we will focus on traditional media and several forms of social media including Facebook, Twitter, Instagram, Pinterest, Yelp, and their personal blog. Our team looked at all interactions and stories involving Iron Horse Brewery for the last six months to establish our findings.
Traditional Media: Throughout the last six months, nearly all coverage about Iron Horse Brewery has been about upcoming events, charity projects, and new products. The coverage has been local including The Daily Record, The Observer, and Seattle PI.
The August 12, 2014 article in the Seattle PI featured Iron Horse Brewery’s “BEER vs FIRE” project. This project involved teaming up with fellow Washington local, Icicle Brewing, to raise money for wildfire victims. There were no comments on the article.
The July 18, 2014 article in The Observer discussed Iron Horse Brewery’s attempt to cut costs by introducing a new type of beer sold in aluminum cans. This article also had no comments.
On October 16, 2014 the Daily Record wrote an article about Iron Horse Brewery partnering with Central Washington University to create a special craft beer for CWU alumni. The beer will be featured at alumni, donor and athletic events and be sold locally to benefit scholarships for CWU students.
Iron Horse Brewery events are regularly posted on The Daily Record. These include trivia nights, release parties, holiday events, and tastings. These events do not have comments—most likely due to the fact they are posted in many other places online.
Facebook: Iron Horse’s Facebook page has over 13,600 likes. They consistently post new content and interact with fans. Content includes upcoming events, festivals, new merchandise, giveaways and contests, product releases, and videos.
Posts do fairly well on their Facebook page. Depending on the content, posts can receive between 5-150 likes. Announcements of new products performed best, drawing in 60 to 150 likes.
Most interactions came from fans of IHB and Washington bars that sell Iron Horse beer. These interactions were very positive and often praised Iron Horse Brewery’s beer quality. There were a few users outside Washington looking to purchase the beer, including New York, Louisiana, and Alaska.
Content Analysis
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Twitter: Iron Horse Brewery is active on Twitter and currently has about 7,000 followers. Their tweets are similar to their Facebook posts in terms of content, but they will often retweet praise for their beer or random amusing tweets.
By looking at mentions of Iron Horse Brewery, most of the tweets are coming from Washington locals and CWU alumni. Within the last three months (Aug. – Oct.), Iron Horse Brewery has received a little over 150 mentions by Twitter users. Another notable contributor of Iron Horse Brewery tweets is craft beer bloggers and fans. Again, most mentions were positive and expressed their adoration for the beer and/or interest in purchasing it.
Instagram: Iron Horse Brewery is fairly active on Instragram. They currently have about 600 followers and 105 posts. Most photos feature products, employees, and events at their Ellensburg pub. They also post the occasional video. Surprisingly, the likes per photo are much higher than likes received on their Facebook posts, ranging from 30-80 per photo.
Pinterest: Pinterest is Iron Horse Brewery’s least utilized form of social media. They currently have 77 followers with 34 pins across 13 boards. There is very little interaction with followers with 9 repins and 6 likes. Most pins feature photos of their beer, merchandise, and infographics about beer.
Yelp: Iron Horse Brewery has 3 existing Yelp accounts. The first account is for the old micropub location with 33 reviews and a 4.5 star average. The second account has 5 reviews with 4 star average. The most current Yelp account has 9 reviews with a 4 star average. Unlike the other businesses with Yelp accounts, the owner, Greg Parker, has taken the time to leave a message for aspiring food critics on Yelp. “We make craft beer, for crafty people. Or for regular people who enjoy things like flavor and aroma. Irish Death, Iron Horse IPA, and High Five Hefe are three of our beers in case you were wondering. Figure 1: New Pub Ratings
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You know what’s great about you? You are a nice person. We can’t make that claim because we don’t know you. But if we did meet you, we’re confident one of us would like the other. And by ‘like’ we mean purchase a beer at the pub and enjoy it. We’re done now. Go kiss an old person.” Iron Horse Brewery has gotten great reviews not only from locals but also people from all over Washington and even out of state. Negative reviews seemed to stem from quality of service at the pub and not the quality of the beer.
Reviews from Yelp:
“Their beer is PURE WIN! Never had anything that I didn't like from Iron Horse- there is NO doubt about that!”
-Reesa T. Long Beach, CA
“23 customers on a Sunday afternoon, one overwhelmed employee. What kind of place staffs at this level? It took forever to get a second beer and forever again to get the check. When service is this awful, it doesn't matter if the beer is good or bad.”
-Scott S. Lakewood, WA
“Best brewpub in Ellensburg...even if it weren't the only brewpub in Ellensburg.”
-Steve W. Portland, OR
Iron Horse Brewery Blog: Iron Horse Brewery occasionally blogs through their website. There are 13 different blog categories. “Marketing n Stuff” has the most blog posts at 59 posts. “Brewery” has 54 posts and shows involvement within Iron Horse Brewery employees. “News” has 37 posts and “Brewing Industry” has 25. Many posts overlap within categories and also use links to direct readers to other posts or websites. There is very little interaction through the blog.
Analysis and Interpretation: Overall, the content available from and about Iron Horse Brewery shows that public opinion and reputation is overwhelmingly positive. While the majority of praise and interest is local and inside Washington, there is a decent amount of interest outside the state. This suggests Iron Horse Brewery could expand the reach of their product even further.
Our findings also show that Iron Horse Brewery has a great grasp on social media and the flow of conversation. It was extremely hard to find negative feedback on their products and services. This also shows that Iron Horse Brewery could handle an expansion through their expertise in social media.
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Content Analysis
Strengths • Social Media Presence – Facebook,
Twitter, Instagram, and Pinterest accounts • Partnerships through events with local
businesses and CWU • Marketing/Individuality – Iron Horse’s
labels and marketing make them unique and memorable to customers.
• Distribution – In local restaurants, stores, and stores/restaurants around Washington
• High Quality Product • Locally brewed beer • Iron Horse brand expansion through
coffee stand
Weaknesses • Does not serve food • Customer Service – Understaffed
according to Yelp reviews. • Promotions/Advertising outside of Central
Washington • More expensive than national brands
EX: Budweiser • Limited Audience – Only appealing to beer
drinkers
Opportunities • Promotions/Advertising outside of
Central Washington • Expanding the customer base by offering
a variety of alcohol • Expanding pub locations • Serving food • Manufacturing methods (aluminum cans)
to decrease the amount charged • Reaching out to female customers –
Accomplish this through a new berry flavored brew with a pink colored label
Threats • Competitors – National and Local • Economy – People may
purchase cheaper beer due to economy
• Increase in raw materials • Manufacturing cost • Negative reputation associated
with beer
SWOT Analysis
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Profiles: Local Distributors Local restaurants, bars, and retailers in Central Washington carry Iron Horse products. Some of the local distributors are: Ellensburg Distributors
• Local Restaurants o Ellensburg Pasta Company o Valley Café o China Inn o Moose Lodge o Rodeo City BBQ o Cornerstone Pie
• Local Bars
o Shooters 2.0 o Frontier Tavern o Starlight Lounge o The Tav o Club 301 o Arnie’s Horseshoe Sports Bar
• Retailers
o Ellensburg Wine Works o Gard Vintners o 7 Eleven o Safeway o Grocery Outlet o Texaco
- Relationship With Iron Horse Local businesses maintain a loyal relationship with Iron Horse Brewery, by selling its product. It is a cost effective way for Iron Horse Brewery to expand its products and brand. It is also cost effective for local businesses to purchase local brands. Also, by caring a variety of local beers, such as Iron Horse, it gives local businesses a sense of individuality. - Influencers The industry (what brands are expanding, popular brands, etc.), other competitors, and customers influence local distributors.
Potential Publics
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- Self-Interest Iron Horse reaches out to other local businesses as a way to expand their brand and to increase their customer base. Both Iron Horse Brewery and local businesses give and take from each other through partnerships. Local businesses also like to sell well-marketed local beer. They also like to create partnerships in regards to merchandising, promotions, and events. CWU Students This customer base ranges from ages 21 to 26. College students are frequent customers to downtown bars. Their opinions are important because they know what the current trends are. Also, they are digital natives that keep up with social media and extremely vocal with their opinions. - Relationship CWU students make up a large percentage of Iron Horse Brewery customers/supporters. However, according to research, students will choose a national brand over Iron Horse due to price. Students also purchase Iron Horse beer at other bars, restaurants, and retailers in Ellensburg. - Influencers College students tend to listen to their peers, family members, and the media (national, local, and social media) when selecting a beer brand. - Self-Interest Iron Horse’s marketing and individuality make it a unique experience that college students seek. There marketing fits the stereotypical, laid back college student mentality. The social environment makes it a great place for students to visit on the weekends. Iron Horse is also partnering with CWU to “develop a signature craft beer, AlumnIPA, which will be featured at alumni, donor, and athletic events and be sold locally to benefit scholarships for CWU students.” Ellensburg Residents These are tax-paying individuals who are currently living Ellensburg. Locals are more likely to support local businesses over large corporations. Residents are also more likely to support local business than college students. - Relationship A large amount of Ellensburg residents support Iron Horse Brewery because it is a local business. Locals show great brand loyalty and generally show a positive reaction to new Iron Horse products. The locals connect with the brand personality through their micro-pub and through events, such as trivia nights and charity events. - Influencers Peers, family members, community members, and the local media influence residents when buying a brand of beer.
Potential Publics
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- Self-Interest Ellensburg locals are happy to see local business succeed. The local events that Iron Horse participates in, also keeps the relationship between Iron Horse and the locals strong. Locals are also proud to have a microbrewery in Ellensburg. Distributors Outside of Ellensburg In addition to Iron Horse supplying beer to local businesses, Iron Horse also supplies to bars/restaurants/retailers in Seattle, Kirkland, Bellevue, Tacoma, Redmond, Spokane, Yakima, Richland, Moses Lake, Ephrata, and other locations in the Pacific Northwest. Iron Horse is also sold in Alaska, Idaho, Montana, and Oregon. - Relationship Other distributors in the Pacific Northwest sell Iron Horse beer and offer a wide variety of beer. The relationship is less personal and more business oriented. It is also a more complicated process for Iron Horse to have non-local businesses sell their product. - Influencers The industry, other competitors, and customers influence distributors when selecting beer brands. - Self-Interest Iron Horse distributing to other retailers and restaurants is a great way for Iron Horse to expand their brand around the Pacific Northwest. Partnering with Iron Horse also benefits businesses outside of Ellensburg. It is another way for distributors to offer a wide variety of brands.
Potential Publics
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Goal: Our goal is to increase Iron Horse’s brand recognition not only throughout Central Washington but also throughout the Pacific Northwest. Objective #1 Increase earned media presence in towns/cities that sell Iron Horse products 15% by April 30, 2015. Objective #2 Increase attendance to events by 15% by April 30, 2015. Objective #3 Increase online presence through owned media (blog, Facebook, Twitter, and Instagram posts) and Instagram followers (currently 600 followers) by 15% by April 30, 2015.
Goal & Objectives
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Local Distributors
Primary Message o Partnering with Iron Horse Brewery, will not only help promote another local
business, but also promote the individual business.
Secondary Message o Increasing the brand awareness of Iron Horse Brewery by selling their products
through other local businesses, distributors/retailers also increase their own brand awareness.
o Iron Horse strengthens their relationship with local distributors though community involvement, events, promotions, and partnerships. Iron Horse’s positive reputation within the community also benefits local distributors that carry Iron Horse products.
CWU Students
Primary Message o Iron Horse’s unique marketing strategy, location, and brand itself makes it a fun
atmosphere for college students o The Iron Horse Brand has a similar laidback, stereotypical college student
attitude
Secondary Message o There are not many microbrewery competitors for Iron Horse in Ellensburg,
making Iron Horse the “go to” destination for microbreweries. o Iron Horse also establishes a presence and relationship with CWU students. For
example, Iron Horse had a table set up at the majority of home football games and creates a fun atmosphere with games and contests. They also are in the process of promoting their new craft beer, AlumnIPA, which will be featured at alumni, donor, and athletic events and be sold locally to benefit scholarships for CWU students.
Ellensburg Residents
Primary Message o Ellensburg locals are happy to see local business succeed, and to know that
community involvement was a large factor of their success. Secondary Message
o Iron Horse has built their relationship with the Ellensburg residents through local events. A popular local event that Iron Horse has created is their regular trivia nights, which over the last 6 years has produced 265 total trivia events, which have attracted over 3,100 attendees.
o Iron Horse is also very active within the community. In August, Iron Horse teamed up with fellow Washington local, Icicle Brewing, to raise money for wildfire victims. Iron Horse has also donated over $83,800 dollars to a wide variety of causes.
Messages
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o Iron Horse can increase community involvement by promoting at other local events such as the rodeo, parades, and the film festival.
Distributors Outside of Ellensburg
Primary Message o Carrying Iron Horse products is another way for distributors to offer a wide variety
of brands. Secondary Message
o Iron Horse Brewery currently has over 3,100 retailers/restaurants selling their products. There are currently 5 different states (Alaska, Oregon, Washington, Idaho, and Montana) that sell Iron Horse products. By other distributors offering a variety of beer brands, such as Iron Horse, that allows the opportunity for distributors outside of Ellensburg to increase their customer base.
Messages
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Local Distributors • Strategy - Expand the amount of Iron Horse Brewery beer options in among local
distributors. o Tactic #1 - Conduct a beer tasting night for the owners of the local distributors.
This type of event can create a more relaxed relationship between IHB and the other businesses in town. Right now, Cornerstone Pie carries 7 IHB flavors, which is the most out of any distributors in Ellensburg.
o Tactic #2 - Share some information with local distributors about what is going on with IHB, such as events, promotions, and product information. This does not only build up the relationship but also gives IHB outlet to get ideas and strategies from. This also increases the chances of partnerships and collaborations.
o Tactic #3 - Promote the local distributors on the IHB website, at the pub, and through certain events. This increases the brand awareness on both IHB products and local distributors.
Central Washington University Students • Strategy - Cultivate a stronger relationship with CWU students though brand appeal and
marketing. We want to make Iron Horse a place where college students want to go to on Friday/Saturday night, and have a fun time with friends.
o Tactic #1 - Hold a special CWU trivia night at the Ellensburg pub. The trivia will relate specifically to CWU history and fun facts. Gift cards, CWU merchandise, and Iron Horse merchandise will be offered as prizes.
o Tactic #2 – Increase Iron Horse’s Instagram presence. Iron Horse is already great at Facebook and Twitter. By improving their Instagram presence, they can remain relevant and interesting to CWU students.
o Tactic #3 - Offer student discounts during weekdays. These discounts would be promoted and shared on Facebook, Instagram, and Twitter, which will increase followers and audience engagement on social media. This encourages more attendance during less busy weekdays at a more affordable price for students.
Ellensburg Residents • Strategy - Increase brand recognition through community involvement in Ellensburg.
o Tactic #1 - Sponsor a local concert series throughout the winter (November - December) to promote the “Cozy Sweater” seasonal brew. These concerts can take place weekly at local venues such as The Emira. This enriches the culture of Ellensburg and supports the local music scene through the Iron Horse brand.
o Tactic #2 - Introduce pub gift cards for the holiday season. During the holiday season, we will add an incentive of a free pint of “Cozy Sweater” when purchasing a $25+ gift card.
o Tactic #3 - Introduce a special brew dubbed, “Locals Only.” In the spirit of Iron Horse Brewery’s unique approach to marketing, this brew will be offered randomly throughout the year exclusively at the Ellensburg pub. Locals can follow clues through social media to determine when the brew will become available.
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Distributors Outside of Ellensburg
• Strategy - Expand the Iron Horse Brewery brand and product availability throughout the Pacific Northwest.
o Tactic #1 - Increase usage of owned and earned media. By increasing the usage of all media platforms, Iron Horse has the opportunity to increase brand recognition. By Iron Horse having a strong brand recognition that will give distributors outside of Ellensburg an incentive to sell Iron Horse products.
o Tactic #2 - Iron Horse would benefit from reaching out to potential distributors. Since Iron Horse is Ellensburg-based, there are fewer restaurants/retailers that are familiar with the brand. This means that Iron Horse has to push their brand and to reach out to potential retailers, either through emails or by pitching their products in person.
o Tactic #3 - Sponsor events at locations outside of Ellensburg that sell Iron Horse products. Iron Horse should sponsor events that are put together by loyal distributors who are successfully selling Iron Horse beer. This will also strengthen the relationship between Iron Horse and their distributors. An example would be partnering with Buffalo Wild Wings, which recently opened in Yakima. Iron Horse can partner with Buffalo Wild Wings to distribute IHB products and to promote IHB.
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Budget
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Budget
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Calendar
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Calendar
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Objective #1 Increase earned media presence in towns/cities that sell Iron Horse products 15% by April 30, 2015.
Evaluation Tools Monitor The Daily Record, The Observer, Yakima Herald, and other media outlets in towns/cities that sell Iron Horse products. Iron Horse should be in a publication at least once a month. Objective #2 Increase attendance to events by 15% by April 30, 2015. Evaluation Tools Take attendance at events using tickets. Document all attendance at every event (Trivia Night and launch events. Objective #3 Increase online presence through owned media (blog, Facebook, Twitter, and Instagram posts) and Instagram followers (currently 600 followers) by 15% by April 30, 2015. Evaluation Tools Monitor likes, shares, comments, and hashtags on Facebook, Twitter, and Instagram. Monitor blog views and comments. Track the amount of follower increase from November 2014 to April 2015.
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CWU Trivia Night Outline
Key public: CWU Students Secondary Publics: CWU Staff and Alumni Action desired form public(s): Attendance to the event as well as purchases of IHB beers and products. Key public’s self-interest: Provides educational material on CWU to the publics in an entertaining and enjoyable manor. The grand prize for the wining team includes CWU and IHB merchandise. Event date and time: Wednesdays at 7p.m. Event location: Iron Horse Brewery Pub. Overriding message/theme and tone (including title or slogan):
Title: Trivia Night CWU Edition Theme: Educational, specifically CWU history ad programs. Tone: Fun, Energetic, Playful, Care-free
Primary messages:
1. Primary Message: “IHB cares about CWU”. Secondary:
• The event is centered on CWU and its history. • Those who attend the event will be educated on CWU.
2. Primary Message: “IHB has an appealing atmosphere for students”
Secondary: • IHB’s verbiage on websites and social networks are “sarcastic” and “laidback”. • Beers are names in catchy and humorous manor.
Third party influencer and how they will be used:
• The CWU mascot “Wellington”- Evoke school pride and attract students
Decorations/signage:
• Event posters/flyers • CWU banners • Balloons (CWU& IHB colors)
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Invitation list:
• CWU Students o Faculty o Alumni
• Ellensburg locals • Music by The Burg
Collateral materials and means of distribution:
• Facebook posts • Instagram posts • Event listed on CWU calendar of events • Media coverage by The Observer and The Burg.
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CWU Trivia Event Management Checklist
Pitch the event to CWU
Obtain permission to have the mascot “Wellington” at the event
Book The Burg for the event
Create advertisements (posters and flyers)
Add event to CWU event calendar
Pitch event to The Observer
Distributing advertisements through social networks (Facebook, Instagram, blog and
webpage) Buy decorations
Prepare grand prize
Research CWU and create trivia questions
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CWU Trivia Event Timeline
Week 1:
• Pitch event to CWU. • Obtain permission to use the mascot “Willington”.
Week 2: • Book The Burg. • Add event to CWU calendar. • Pitch event to The Observer.
Week 3: • Research CWU and create trivia questions. • Create advertisements (posters/flyers). • Distribute advertisements through social networks (Facebook, Instagram, Twitter, blog,
webpage).
Week 4: • Buy decorations. • Prepare prizes. • Continue promoting the event through social networks.
Week of the event: • Begin accepting teams. • Confirm with The Burg. • Confirm with CWU.
Day of event: • Set up decorations (before operational hours). • Finalize teams (7-7:15 p.m.). • Begin event (7:15-7:30 p.m.).
Work Samples
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CWU Trivia Event Poster
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“Cozy Sweater” Event Outline Key public: Ellensburg Locals Secondary publics: CWU Students, Tourists Action desired from public(s): Attendance of event – At least 50 attendees. Self-interest: Provides entertainment to Ellensburg locals. Enriches culture of the community and supports the local music scene. Event date and time:
• Concert 1: December 6, 2014 at 7:00 p.m. • Concert 2: December 13, 2014 at 7:00 p.m. • Concert 3: December 20, 2014 at 7:00 p.m.
Event location: The Elmira – 117th 4th Ave, Ellensburg WA Overriding message/theme and tone (including title or slogan):
• Title: “Cozy Sweater Concert Series” • Theme: Winter, snow, cheesy winter decor • Tone: Casual, warm, light-hearted
Bands:
1. Dec. 6 - Jones & Fisher 2. Dec. 13 - The Front 3. Dec. 20 - Rebecca De La Torre Band
Primary messages
1. Primary Message: “Cozy Sweater is now available” Secondary:
• Demand for the seasonal brew, Cozy Sweater, is high. There are several posts on the Facebook page questioning its availability.
• Making Cozy Sweater available at the event will generate excitement for our audience.
2. Primary Message: “Iron Horse Brewery cares about its hometown”
Secondary: • By offering a canned food option for admission, Iron Horse Brewery gives back to
Ellensburg. • People are generally more charitable during the holiday season and like seeing
companies give back. Source:(http://www.usatoday.com/story/news/nation/2014/11/11/charitable-giving-holiday-season/18822153/)
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Third-party influential and how they will be used (testimonials, quotes, etc.)
• Photographer - Post photos on Facebook and use in future promotions Decorations/signage:
• Posters/flyers advertising the event (Attached) • Balloons • String lights • Balls of yarn (snowballs) • Fake snow • Snowflake cutouts
Invitation list (general, media, other special guests):
• Ellensburg locals • Daily Record reporter - Michael Gallagher
Collateral materials and means of distribution (Invitations, programs, multimedia):
• Facebook invites for locals • Email pitch for Michael Gallagher • Photos of event
Work Samples
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“Cozy Sweater” Event Timeline
Work Samples
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“Cozy Sweater” Event Checklist
Cozy Sweater Concert Series Event Checklist:
Book Bands
Rent the Venue
Hire a photographer
Buy Decorations
Make Posters
Send News release to the Daily Record
Invite Michael Gallagher, Assistant Director for the Daily Record
Social Media Posts (Twitter, Instagram, Facebook)
Confirm with Bands
Confirm Venue
To do list for the day of each concert:
Put decorations up
Social media blast
Work Samples
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“Cozy Sweater” Event Band Line-up
https://www.gigsalad.com/
Jones & Fischer are currently based out of Seattle, Wash. Seattle's own; Darin Jones (28) and San Antonio native; Caleb Fischer (25) are the two powerhouse front men of this high energy and charismatic original 6 piece including: Pedal Steel, Fiddle, Saxophone, Drums, Acoustic, Electric, Mandolin, Keyboards, Harmonica and Stand-Up Bass.
Rebecca De La Torre is a talented musician serving the Seattle & Phoenix Metropolitan areas, and arguably the most versatile singing pianist Seattle & Phoenix have to offer. As a pianist and vocalist, she can provide beautiful live music for a variety of special events including private parties, wedding ceremonies, wedding receptions, corporate events, cocktail parties, and more.
Tim Monaghan and Fred McLean are The Front. They play a wide variety of music, including new hits and old classics, with everything from pop to rock to county --- and just about everything in between. An offshoot of their other electric band Accidental Heroes, The Front was a way to stretch out into some more intimate areas while still staying true to the music that they love.
Work Samples
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“Cozy Sweater” Event Poster
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“Tap Room Takeover” Event Outline Key Public: Restaurant & Bar owners Secondary publics: Customers of Bars & Restaurants; Media presence Action Desired from Public: To gain knowledge of Iron Horse Brewery microbrews & brand to distribute to their local customers. Event date and time: December 3, 2014 at 5p.m. Event Location: Bale Breaker Brewing Co./1801 Birchfield Rd./Yakima, Wa 98901 Overriding message/theme and tone: Iron Horse Brewery Presents Tap Room Takeovers “Beer Tasting Event” Keynote speaker(s): Gary Parker, owner Primary messages: 1. Primary Message:
• To introduce and promote Iron Horse Brewery brand & microbrews outside of Ellensburg, WA.
Secondary Message:
• To introduce, taste, and inform specialty and seasonal microbrews for bars and restaurants.
2. Primary Message:
• To establish new distributors in Oregon and Idaho to reach outside distributors for sale of product.
Secondary Message:
• Establish relationships with restaurant and bars for local distribution of product to their publics.
3. Primary Message:
• Iron Horse Brewery will gain new publics to further establish their brand of microbrews.
Secondary Message:
• The customers of these local bars and restaurants will gain knowledge of Iron Horse Brewery microbrews and gain new patronage of the brand.
Work Samples
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Third-party influentials and how they will be used:
• “We want to introduce our micro-brews to owners of bars and restaurants outside of Ellensburg, so their customers can enjoy our many great microbrews,” said Gary Parker, owner Iron Horse Brewery. “We have been around now for ten years...it's fun to collaborate with other breweries as it is a camaraderie here in Hop Nation!”
Decorations/signage: • Banners & signs • Lights • Balloons
Invitation list:
• General list of restaurant and bar owners in the Yakima area totaling 25 +1 for guest • Local media • Special guests • Iron Horse Brewery team.
Collateral materials and means of distribution:
• Invitations • Follow-up emails.
Timeline/deadline:
• Event set up 1-3 p.m. • Media interviews & briefing 4 p.m. • Appetizers & serving arrival 5p.m. • Event 5 p.m. To 7 p.m.
Work Samples
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“Tap Room Takeover” Event Checklist Tap House Takeover Event Checklist:
Collaboration of set up with Bale Breaker crew
Microbrews keg set up
Collaboration with caterer for appetizer arrival
Appetizers table set up
Audio/microphone check
Signs, decorations and banners set up
Media interviews & briefing
Send News release to the Daily Record
Work Samples
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Press Release Outline
Key Public (audience): Restaurant & Bar owners Secondary Publics (audiences), if any: Customers of Bars & Restaurants; Media Presence. Action desired from public(s): To gain knowledge of Iron Horse Brewery microbrews & brand to distribute to their local customers. News Hook: Tap House Takeover “Beer Tasting Event” Proposed headline: Iron Horse Brewery Presents Tap Room Takeovers “Beer Tasting Event” Proposed lead: Iron Horse Brewery will present Tap Room Takeovers “Beer tasting event”, taking place at Bale Breaker Brewery Co. on December 3, 2014, featuring seasonal and specialty micro brews Primary messages: 1. Primary Message:
• To introduce and promote Iron Horse Brewery brand & microbrews outside of Ellensburg, WA.
Secondary Message:
• To introduce, taste, and inform specialty and seasonal microbrews for bars and restaurants.
2. Primary Message:
• To establish new distributors in Oregon and Idaho to reach outside distributors for sale of product.
Secondary Message:
• Establish relationships with restaurant and bars for local distribution of product to their publics.
3. Primary Message:
• Iron Horse Brewery will gain new publics to further establish their brand of microbrews.
Secondary Message:
• The customers of these local bars and restaurants will gain knowledge of Iron Horse Brewery microbrews and gain new patronage of the brand.
Work Samples
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Third-party influentials and how they will be used (testimonials, quotes, etc.):
• “We want to introduce our micro brews to owners of bars and restaurants outside of Ellensburg, so their customers can enjoy our many great micro brews,” said Gary Parker, owner Iron Horse Brewery. “We have been around now for ten years...it's fun to collaborate with other breweries as it is a camaraderie here in Hop Nation!”
Proposed photos/figures/art (if any):
Method and timing of distribution (E-mail, fax, etc.): Email & Fax to be distributed December 1, 2014. Specific media to receive release: Daily Record & Yakima Herald Republic. Follow-up with media (if any): Phone call to specific newspapers journalists for follow-up and any additional questions concerning event. Timeline/Deadline: December 1, 2014
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News Release FOR IMMEDIATE RELEASE
Media Contact: Iron Horse Brewery
Carolyn E. Nease 509-225-0196
Iron Horse Brewery Presents Beer-Tasting Event
“Tap Room Takeover”
Ellensburg, Wash. – Iron Horse Brewery will present the beer-tasting event, “Tap Room Takeovers.” The event is taking place at Bale Breaker Brewery Co. on December 3, 2014, and featuring seasonal and specialty micro brews Iron Horse Brewery is proud to bring Tap Room Takeovers “Beer Tasting Event” to Bale Breaker Brewing Co. for the first time. The Beer Tasting Event will be an invitation only event for media and local bar and restaurant owners. Future events are also scheduled for Pike Brewing Company in Seattle, Washington on December 8; Rogue Ales Public House in Portland, Oregon on December 10; and Payette Brewing Company in Boise City, Idaho December 15. These Tap Room Takeover Beer Tasting events will include Iron Horse Brewery's seasonal and specialty micro brews and locally catered appetizers. The purpose of the events is to introduce and promote the local Iron Horse Brewery micro brews and brand to local bars and restaurants for distribution. “We want to introduce our micro brews to owners of bars and restaurants outside of Ellensburg, so their customers can enjoy our many great microbrews,” said Gary Parker, owner Iron Horse Brewery. “We have been around now for ten years...it's fun to collaborate with other breweries as it is a camaraderie here in Hop Nation!” Iron Horse Brewery proudly presents some of the best craft beer available. They do not adhere to traditional styles, but rather combine flavors and aromas that give their craft beer its distinct taste. While they are probably best known for Irish Death, they have a number of seasonal microbrews to please just about any palette.
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Work Samples
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Autumn Fox is majoring in Public Relations, with a minor in Advertising at Central Washington University. Fox is an Account Executive for Central Communication Agency with the Ellensburg Downtown Association as her client. Fox is currently working to promote a stronger connection between students and local businesses.
Anne Gamab is a senior who is finishing up her degree in Public Relations with a minor in Non-profit Administration and Advertising. Gamab recently started her internship at Gallery One Visual Arts Center. She is also the senator for PRSSA, the culture chair for FASA, and an active member of Lambda Pi Eta.
Jacey Menter is majoring in Public Relations, with minors in Advertising and Retail Management & Technology at Central Washington University. Menter is a Junior Account Executive for Central Communication Agency, working with the Ellensburg Downtown Association. Menter is the PRSSA Treasurer and Vice President of Fundraising, as well as a member of Lambda Pi Eta. Menter is currently working on the promotions/street team for 88.1fm The Burg.
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Biographies
Carolyn Nease is a senior at Central Washington University. Nease is pursuing a Public Relations major and Business minor. Nease has earned an Associates in Business from Yakima Valley Community College. She would like to pursue a Masters in Communication from Gonzaga Univesity, following an internship in Seattle, Wash.
Otilia Peralta is a senior at Central Washington University. Peralta is pursuing a Public Relations Major and a Non-Profit Organization Management Minor. Peralta is a transfer from Yakima Valley Community College and grew up in Toppenish WA. located east of Ellensburg. She is currently a Junior Account Executive for Central Communications Agency working with Ellensburg Community Schools Program. Peralta will soon be starting an internship at Vision for Independence Center, a non-profit organization in Yakima that helps people with vision loss.
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COMMUNICATION PLAN
