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Amanda Fabrycki-Account Manager Lacey Link-Account Planner Daniel Hazzard-Copy Writer Briana Romancier-Art
Director
AUDIENCE Growing millennials
● Live a little for Less
● Desire to explore wine
● Deeper understanding of wine subtleties
CHALLENGEWine is scary
● Audience wants to learn in their own way
● Lack of wine knowledge leads to feelings of inferiority
● Intricacies of wine are intimidating
INSIGHT Millennials crave the sophistication that sharing their
wine prowess brings, yet are resistant to being taught.
STRATEGY“Fancy without the fancy” ● Comfortable & Approachable
● Educational
● Open to all learning styles
● Sophisticated look & feel
DEFINITION:
1. A quality, meaning, etc., that is present but not clear or obvious
2. A low or subdued utterance or accompanying sound
3. An underlying quality or element; undercurrent
`1
GOALS Success will be measured by high attendance on
opening night (150+ people) and retaining these
customers for the future.
BUDGET Dogs (donation to Humane Society)……………………..$500
Dog Look-a-
likes………………………………………………….….$1,500
Dog Outfits (branded).............................................$150
Coupon Cards (5.47”X4.21”)...………………………..……..$17.49
Cost of Discount…………………………………………………….$1,750
Faux
Sommelier……………………………………………..…………$500
Chalk Artist…………………………………………..………………$175
Website…………………………………………...………………...$4,000
Total…………………………………….………………………..$8,592.49
SO, WHY
AGAIN?
Millennials crave the sophistication that sharing their
wine prowess brings, yet are resistant to being taught.