Orlando Brewing Company Campaign

Connexus
Campaign Book
Courtney Perets - Erin Butler - Irving Romero - Lindsay Edmunds Michael Perez - Miriam Baratz - Trey Lundquist
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4Orlando Brewing Co.
TABLE OF CONTENTS
Connexus Executive Summary Situation Analysis Research SWOT Analysis Marketing Advertising Creative Distribution Taproom New Media PR & Sales Promtions Media Plan Budget Analysis Additional Recommendations Bibliography 6 8 13 41 47 49 55 57 72 76 78 85 91 96 98 103
Table of Contents
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The concept is just the core.

WHO WE ARE We are millennials who honor the fundamentals, but stay ahead of the curve. We focus on the line between the dots -- the science behind the spark -- and thats what connects us. Curious We go beyond the call of duty to find the nature of your problem. The question Why? pushes us to research further, for no company is the same. Ambitious Our creativity fuels unique executions that are in tune with current trends. We have a strong determination to succeed and to make your brand stand out. Contagious We conceive ideas that are worth spreading and that naturally catch on with your consumers. Our enthusiasm transmits into our work, making it infectious.
From left to right Erin Butler Courtney Perets Irving Romero Miriam Rattes Trey Lundquist Lindsay Edmunds Michael Perez
Team Page
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EXECUTIVE SUMMARY
INTRODUCTION
Orlando Brewing Company (OBC) has been in business since April of 2006, and has produced over 28 different styles of ales and lagers. OBC is a certified organic brewery that, besides their Violator Series, abides by the German Purity Law of 1516 using only malted barley, yeast, water and hops in their brews. There are no insecticides or bioengineered ingredients involved. As the Souths oldest certified organic brewery, the company is locally owned and operated. Orlando Brewing Company is not only a production facility, but is also equipped with a taproom. The Taproom is an in-house pub that hosts events ranging from Hoppy Hour with live music to Mug Mondays and Oktoberfest. Orlando Brewing Company staff gives behind-the-scenes tours daily, and also offers Beer School, a four-hour class on how to make beer. In the past, Orlando Brewing Company has relied on word of mouth to market and advertise their brand. OBC has struggled thus far to create and showcase one unifying brand for the company. As their gamut expands to distributing bottled beer, they will need to run a campaign that appeals to a larger market, and also pick one specific brand identity. The implementation of a strategic marketing and advertising plan will help Orlando Brewing Company to harness their potential to become a well-known organic craft beer brand in Florida. Connexus recognizes the opportunity that Orlando Brewing Company has to expand their brand through statewide distribution and increased Taproom attendance. The goals of making OBC a well-known Florida brand and increasing sales for both distribution and taproom led to our campaign, titled Brewing Craft Beer History.
RESEARCH
Connexus wanted to find out the factors consumers consider when buying beer, how they get their craft beer information, who typically drinks craft beer, and which of the potential blonde and red ale names we created were most popular. To do so, we conducted secondary research with trusted resources, such as Mintel, as well as quantitative and qualitative studies. In our quantitative research, we created an online survey that was taken by 154 respondents. For the qualitative research, we conducted
two focus groups, with participants ranging in age from 21 to 37 years old. We discovered that beer drinkers value taste the most when deciding which beer to purchase, and that when it comes to connecting with the company, its all about incentives. People need a tangible reason to connect with the brand on social media. Our team also found that the value of a beer should complement the occasion and more expensive craft beers are best fitted for celebrations and special occasions. Another theme of this research was that consumers look at craft beer as more of an experience, not just a drink. As for the type of people who drink craft beer, our quantitative research showed that words like trendy, independent and young were all associated with craft beer drinkers. In our research, we found that Goldie Hops was most popular for the blonde ale, and Right on Red was the highest-ranking name for the red ale that was not trademarked.
They are all socially active, and are natives in the digital realm that rely heavily on word of mouth and they like to buy local. This campaign will position OBC in such a way that for trendy, exploratory, of-age Millennials, who are seeking top-quality, flavorful craft beer, Orlando Brewing Company is the only organic brewery and Taproom in the Southeast, providing an authentic drinking experience in a friendly, engaging environment. For the Taproom campaign, we aim to sell Orlando Brewing Companys Taproom as a place to explore ones interest in beer, while learning about quality ingredients and the brewing process all in a friendly, local environment. This campaign will focus on creating strong branding and increasing awareness of OBCs Taproom through social media, online presence, promotional marketing and events. The distribution campaigns goal is to
MARKETING
In order to reach the overall sales goal of 80% distribution and 20% Taproom, Connexus aims to increase Orlando Brewing Companys Taproom revenue by 12% and increase OBCs distribution revenue by 160%. Our primary target includes three target market profiles: Sophisticated Sippers, Trendy Testers and Loyal Locals. Each of these groups has their own unique attributes, but what they all have in common is a curious palate, and an appreciation for good taste and hard work.
gain brand recognition statewide through distribution of Orlando Brewing Companys four flagship beers in these seven key Florida cities: Miami, West Palm Beach, Ft. Lauderdale, Orlando, Tampa, Jacksonville and Tallahassee. The marketing facet of the distribution campaign will utilize digital advertising, email marketing, print advertising, outdoor advertising, mobile marketing, sales promotion and public relations.
Executive Summary
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ADVERTISING
Connexus advertising objectives are to increase awareness of Orlando Brewing Company as a premier microbrewery to Orlando locals, as well as establish the brand as a leader in Florida craft beer. Based on both the primary and secondary research, Connexus focused on creating advertisements that showcase OBCs quality as well as its flavorful taste, in a way that displays an enriching experience upon each sip. Connexus recommends Orlando Brewing Company use the tagline Floridagrown Flavor. This tagline represents the taste as well as the entire process that goes into creating OBCs unique product. Because Orlando Brewing Company only uses the finest ingredients, the ultimate care for the consumer and environment is established even before the brewing process begins. This tagline communicates their honest quality to the consumer, while maintaining an enticing, local appeal. Additionally, the use of Florida in the tagline is widely valued across the state to consumers in distant target markets. It appeals to the young and sophisticated consumers who seek local treasures, such as Orlando Brewing Company beer. Private taste testings will allow customers to purchase a branded kit that includes cups, napkins, description cards and other branded items that they can use to host a sampling party for themselves and friends. Through these taste testings, word of mouth will expand among circles of friends at the same time as guests sample OBCs different flavors. The kit will feature the new logo on each item, ensuring maximum exposure and awareness to those in attendance. The Taproom and E-store will sell branded merchandise such as koozies, t-shirts, hats and more for people to purchase and promote Orlando Brewing Company. Press releases will help establish Orlando Brewing Company as a brand and introduce their product, creating awareness of the brands message and superior quality. In addition, press releases will attract Taproom visitors and inform readers about locations at which they may purchase the product. and sales promotion activities for immediate and future implementation. These activities include: event sponsorships, press releases, private Among taste tests for and merchandising. Brewing events Orlando
Company to participate are craft beer, music and art festivals. Since OBC targets a young crowd that appreciates culture, such events would resonate with those interested in craft beer. OBC could co-sponsor one of the events, or participate as a vendor where attendees can purchase their product and initiate a word-of-mouth buzz.
PR & SALES PROMOTION

To increase awareness of Orlando Brewing Companys product release on store shelves amongst our target market across the state of Florida, in addition to increasing Taproom traffic, Connexus provides public relations
MEDIA PLAN
To achieve the best results, our media plan focuses and on digital advertising, includes outdoor online magazines. Digital home. The website, email marketing, social media and smartphone app will encourage interaction between users and the Orlando Brewing Company brand. It will keep followers up to date with events and new products, and keep customers returning to the Taproom. In addition, it will help spread word of mouth online, generating a buzz that is easily transferable to friends at an exponential rate. At the end of this book, we have placed the media plan and budget for Orlando Brewing Company. Connexus used approximately Since OBCs target market is young and tech-savvy, Connexus decided to place online banner ads on travel websites and online newspapers. These media vehicles are effective, because we are able to reach our target markets by location through their local online newspapers. In addition, we are placing advertisements in local magazines for our sophisticated target market, who enjoy expanding their palates within their city. Magazines are a cost-effective choice due to their long shelf life, high pass-along rate and excellent print quality. Internet radio will tap into the local Orlando target market during working hours. Because the younger generation listens to music throughout their workday, we found it most effective to reach them through 15-second spots on Pandora Radio. The spots will attract young listeners to Hoppy Hour at the Taproom after work, rather than when they are already in their car heading $93,150, leaving out $6,850 as contingency funds for the year. However, we recommend that OBC increase their media budget in order for their advertising to expand further into their target market.
newspapers, website, social, smartphone app, Internet radio, email marketing and banner ads. However, the majority of the budget is dedicated to magazines and online newspapers in order to create awareness statewide of Orlando Brewing Company. Through this media plan, Connexus attracts both local and more distant target markets in order to drive Taproom traffic and store sales.
CONCLUSION
Orlando Brewing Company creates an exceptional product while upholding their brand to the highest standard. People who have tried Orlando Brewing Company love the product and recognize its quality, along with the admirable story behind it all. By positioning OBC as a superior product with a genuine experience, the OBC brand will become known across all of Florida. Orlando locals will recognize the Taproom as a gem among craft breweries and return for the enjoyable flavor. As a result, the brand will develop familiarity and find itself welcomed from store shelves into the hands of Floridas beer enthusiasts everywhere.
Executive Summary
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INDUSTRY
SITUATION ANALYSIS
and 2012increasing from nearly $5.7 billion in sales to an estimated figure that falls just short of $12 billion in 2012. Despite its rise, the craft and craft-style beer category remains a small segment the overall U.S. beer industry, which Mintel (2012) estimates will report sales of $78 billion in 2012. Also influencing the popularity of craft and craft-style beer is the sheer number of breweries in the U.S. As of June 30, 2012, the U.S. was home to 2,126 breweries; among those were 2,075 craft brewers, according to the Brewers Association. These figures include microbreweries and brewpubs, which generally focus on brewing beer to serve within their own establishments, not for off-premise retail sale. At the same time, the major brewing corporations have invested in their craft-style brand offerings, both with line extensions, as well as acquisitions of existing craft breweries. The combination of brewery openings, distribution expansion and releases from major brewing corporations will help the market achieve $18.2 billion in forecast sales in 2017 (Zegler, 2012). sales have declined;
The beer industry has faced some challenges brought by an economic downturn in 2008; higher incidences of consumers drinking across all alcohol categories; and growing awareness about the nationwide obesity epidemic. Volume however, brewers have been able to keep dollar sales on the increase by readjusting prices (Zegler, 2012). The beer industrys dollar sales are forecast to increase annually, reaching nearly $86.8 billion by 2017 from estimated 2012 sales of $78 billion. Yet, beer volume sales are not forecast to return to annual growth until 2014. Sales of 2.25-gallon cases are predicted to grow from 2.7 billion in 2014 to 2.8 billion in 2017 (Zegler, 2012). Innovation from all segments and the continued success of the craft beer market will help to drive the performance (Refer to Figure 2A). Defying recessionary trends, craft beer has continued to attract consumers to its premium-priced, but full-flavored and American-made products. Mintel data shows that craft and craft-style beer sales are on pace to nearly double between 2007
Situation Analysis
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COMPANY
HISTORY
OBC has been in business since April 7, 2006, and since its opening, has produced over 18 different styles of ales and lagers. OBC is a certified organic brewery, which means that it does not use insecticides or bioengineering ingredients. They began brewing with the intention of strictly abiding to the German Purity Law of 1516 and refraining from adding any fruit or filler ingredients to their recipe. The only four ingredients that they included in their product were malted barley, yeast, water and hops (Cain). Their original beer list includes a Blonde ale, Pale ale, Red ale and Blackwater ale. The idea behind adhering to the organic movement lies in their desire to create a sustainable environment and encourage an all-natural agricultural product. OBC sells their beer in various bars and restaurants around Florida, as well as grocery stores such as Fresh Market, and is featured in Disney Theme Parks.
DEMOGRAPHICS
According to the 2011 demographic metrics from www.DowntownOrlando.com, the population of Downtown Orlando within a 15-mile radius is 1,451,401, with 50.2% women and 49.8% men. Within 15 miles of downtown Orlando, 15% of the population ranges between 45-54 years old. However, getting closer to the heart of downtown, within a 1-mile radius of downtown Orlando, the biggest population of 14.8% is 25-34 year olds.
EVENTS
Orlando Brewing Company is not only a production facility, but it is also equipped with a taproom. The Taproom is an in-house pub that hosts events ranging from Hoppy Hour to live music by local bands to Mug Mondays, a time when loyal visitors can bring in their Oktoberfest mugs and have them filled for the price of a pint. In an attempt to fulfill its goal of educating the public on brewing, Orlando Brewing Company gives tours of the brewhouse daily, and also offers Beer School. Beer School is a four-hour class on how to make beer. For a tuition cost of $39, a Beer School student is instructed in a classroom setting for two hours about beer, then gets a detailed tour of the brewery, and ends the school day with a catered lunch and an instructor-guided beer tasting.
LOCATION
Orlando Brewing Company is located in south downtown Orlando, directly next to I-4 and adjacent to the Orlando Amtrak Station. The brewery is located in a warehouse district, where it is surrounded by history, rail yards and businesses (Green). This urban area draws more of a local population than tourists.
Figure 1A, Situation Analysis
Situation Analysis
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PRODUCT
Orlando Brewing Company is a USDA certified organic brewery, and all their brews are Fresh From Florida status. The company uses hard water drawn from the Florida aquifer, which gives their beers a fresh, crisp finish. The company is locally owned and operated, and is the Souths oldest certified organic brewery. As a result, the ingredients used in the companys line of brews are free from insecticides, bioengineered elements, and irradiation. USDA organic certification requires that at least 95% of the ingredients be grown organically, meaning grown without pesticides or chemical agents. The second requirement to be certified is that there be no genetically engineered ingredients (Walker, par. 6). Orlando Brewing Companys beers are considered craft beers, which means they are fully flavored, artisanstyle beers, hand-crafted by brewers in the U.S. (Brewers Association). Craft brews are specialty beers made in limited quantities (Merriam-Webster). Florida employs the Three Tier Distribution System, where beverages go from the manufacturer to the distributor, and then from distributors to retailers. Orlando Brewing Companys current distributors are: Florida Distributing Company, Champion and Southern Eagle.
SERVICES
Orlando Brewing Company holds events in its Taproom, where tastings take place and merchandise is for sale. OBC maintains a monthly calendar that has a designated schedule of events for every day of the week. During Mug Mondays, customers are able to bring in their novelty mugs that they received from past OBC Oktoberfests for a discounted price to fill up their mug. Tuesdays include a 2 for 1 select special and Wednesday is Buy Local night. In addition, every Thursday is Hospitality Night and every Saturday and Sunday night, live music plays in the Taproom. OBC also holds daily tours Monday through Saturday at 6 p.m. For six years in a row, OBC has held a weekend long Oktoberfest celebration every fall with live German music, food and activities (Orlando Brewing). As a part of Oktoberfest, OBC has hosted the ELLA Music Festival annually. ELLA stands for Elevate, Listen, Love, Appreciate. This music festival celebrates and honors female musical talent (Orlando Brewings Oktoberfest). According to Daily City, the ELLA music festival is one of the only home grown initiatives in central Florida that has proudly supported and embraced local and regional female musicians and talent without hesitation.
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The following are descriptions of Orlando Brewings most popular brews: Organic Blonde Ale This brew is a flavorful American Golden/ Blonde Ale with a crisp, dry finish. It is lightbodied and has the least carbs of any of the companys brews. Alcohol By Volume (ABV) for this beverage is 4.73%. Organic Pale Ale This American pale ale looks amber gold and is crisp, clean and refreshing. ABV: 6.25% Organic Red Ale This beer is the result of a precise blend of pale and caramel malts, along with Fuggle hops, water and American ale yeast. Its known for its trademark red color. ABV: 5.8% Organic Brown Ale Orlando Brewings Organic Brown Ale has the classic dark brown color, and is strongly flavored with hops and the characteristic richness of toasty, caramel malts. ABV: 5.54% Olde Pelican Ale This English-style pale ale appears copper, but has an amber-brown tint. The caramel malt is very distinct in the brews flavor and aroma, as is the flavor of the English hop. The ABV for this beer is 6.82%. Blackwater Dry Porter The Blackwater Dry Porter is a dark brown colored ale that has a hint of chocolate. This is a light-bodied beer with an ABV of 5.43%.
bodied beverage with a rich, complex maltiness and prominent bitterness that lingers on the palate. This refreshing brew has a spicy, floral, Saaz hop aroma and has an ABV of 6.15%. Eagle Stout This brew is a classic American sweet oatmeal stout made from both roasted and flaked oats. Its appearance is dark black, and has a sweet, roasted grain aroma. Miami Weiss Miami Weiss is Orlando a German HefeWeizen brew, served unfiltered. The beer is pale in color, and has a fruity, banana, vanilla aroma. This brew has an ABV of 4.6%. I-4 IPA This Indian pale ale has a floral aroma, and a clear, dark copper appearance. Pompous Ass IPA This beer has a strong English malt flavor with hints of Crystal malt and fruitiness as well. It is a moderate, full-bodied brew that is very bright gold in appearance, complete with champagne-like bubbles. This thirstquenching beer has an ABV of 7.4%. Orlando Brewing Oktoberfest (Seasonal) Orlando Brewings Oktoberfest traditional German Mrzen beer has a dark bold appearance with dashes of reddish amber. This medium-bodied beer is not overly sweet, and has an ABV of 5.7%. Anisocoria
Organic European Pilz This European-style Pilsner lager is a medium-
Anisocoria is Orlando Brewing Companys single malt, barley wine.
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CURRENT & PAST

P R O M O T I O N S
OVERVIEW
Previously, Orlando Brewing Company has relied heavily on word of mouth to market and advertise their brand. They have an organic and self-supporting beer that, they believe, will market itself when consumers try their product. While this type of advertising strategy is not necessarily bad, it leaves many more avenues open for the marketability of OBC. Orlando Brewing Company struggles to find one unifying brand, and could use more direction in this part of the campaign. They have changed their logo in the past, but have a constant slogan, To Educate the Public One Pint at a Time. They have the groundwork and the elements for a successful brand, but need some encouragement and one unified direction, both for the short and long terms. In the past, OBC has used myriad avenues for attracting visitors including a website, a newsletter, social media outlets, seasonal events, different branding strategies, merchandising, and the Taproom. Creative Evaluation: While the website is aesthetically pleasing, it does not provide all of the information that a customer or a potential customer might want to know. The page provides a great picture at the onset, but the logo needs to be changed to attract a broader audience. The page only describes three of their products, though it should have a list of all of their brews. There is no description or history of the company on the site. If a customer wanted to learn more about the beer or even more about the company, then they would have to make a visit to the Taproom. OBC does a great job of announcing their latest events and daily specials with the Event section of the website. Overall, OBC needs to provide more information on their website about the history of the company and the brews that they have in the Taproom. a well-known company on the web. When searching for Orlando Brewing Company or Orlando Brewing in the Google search bar, the company is the first site that pops up and is accompanied with a full skyscraper on the right side of the screen. Zagat ranks Orlando Brewing Company as a 22 out of 30 on their atmosphere index, which includes 76 reviews from customers. Through the website, OBC allows people to register for a weekly newsletter sent to their personal email account.
Explanation: Orlando Brewing Companys website is a self-confessed work in progress for the company. The website was changed in recent years, and even in the most recent months. OBC has a University of Central Florida student that runs the website and Facebook account for the company. The website could use more direction, but it is
WEBSITE & NEWSLETTER
The newsletter is a great tool for Orlando Brewing Company and features the specials for the week.
Figure 7A, Google Search
Creative Evaluation: The Orlando Brewing Taproom Facebook page lacks creativity and brand identity. While there are daily posts and constant communication between customers, there is no central focus of the site. It seems as if the site is just for the Taproom and not for the overall company of OBC.
Figure 8A, Facebook
SOCIAL MEDIA
Explanation: Orlando Brewing Company currently possesses a Facebook account and has used coupons on sites such as Living Social. The Facebook page for Orlando Brewing Company has gone through controversy in the past and now has two identities on Facebook. A previous partner holds the rights to the Facebook page entitled, Orlando Brewing, which has 4,585 likes on the page. The Orlando Brewing Facebook account has not made any posts since October 2012. The current Facebook page of Orlando Brewing Company is Orlando Brewing Taproom. The Taproom Facebook page has 3,996 friends and posts almost daily. The Living Social coupon created much buzz for Orlando Brewing Company and the coupon sold out before the expiration date.
Figure 9A, Living Social
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TAPROOM
Explanation: The Taproom is the highlight of Orlando Brewing Company and the cornerstone of the overall experience. As previously stated, the Taproom offers tours, beer tasting, Beer School, and weekly events. All of Orlando Brewing Companys products and beers are made at the facility. Customers can purchase a growler or a micro growler in order to enjoy the taste of OBC throughout the week. Further, customers enjoy seasonal beer tastings and festivals, such as Oktoberfest and a St. Patricks Day party. Also, Orlando Brewing Company has local music talent and hosts the ELLA Music festival. Creative Evaluation:The Taproom has a good personality and an old time feel in its atmosphere, features and overall content on the building. The Taproom has nearly every brand icon that Orlando Brewing Company has used in the past. It features a large American flag, meant to symbolize the freedom of expression and thoughts that many customers come to the Taproom to enjoy. The Taproom has tables that have barley leaves between the glass and wood. It has many unique elements, but there is not consistency regarding its features and brand. The Taproom is a good place to come to enjoy and look around, but it could use one identity that all people can relate to.
company needs one centralized focus and a new direction that can be valued by its target market. Orlando Brewing Company has a marketable product, but they are selling themselves short with their brand image and icon. Though the logo is not strong, they merchandise it very well. Orlando Brewing Company is getting set to launch their e-store, in which OBC products will be sold. These products include shirts, hats and mugs. Creative Evaluation: Orlando Brewing
Companys overall brand scheme must be changed in order to appeal to a larger market. The current logo lacks artistic and creative intangibles. Orlando Brewing Company does not have one set of colors or distinguishable icons that customers can relate with and remember. They have a great amount of annual festivals during Oktoberfest and St. Patricks Day, but they change the logo every year, which does not coincided with the current logo of Orlando Brewing Company. They need a more centralized focus in order to expand the brand of Orlando Brewing Company. Concerning their merchandising, Orlando Brewing Company would like to sell products at a higher volume, but need a new color scheme and logo before any of that should be done.
Figure 10A, Branded Merchandise
BRANDING & MERCHANDISE
Explanation: Orlando Brewing Company has changed its logo in the past, but has kept the same slogan, as mentioned before. The
SEASONAL
Explanation: Starting with its owners, Orlando Brewing Company wants to interact with its customers, which can been seen in how all levels of employees wanted to talk about the beer. Due to this inclusive nature, it is not surprising that OBC holds annual events for its customers. The most popular event is Oktoberfest, which is held throughout the month of October. The brewery has special events throughout the month and has mugs for the customers. Another event is the St. Patricks Day festival in which they popularized their already green beer. As discussed earlier in the Taproom section, OBC prides itself on having live music for its customers and they bring in great local talent to appease the crowds. Creative Evaluation: Live music, beer and personalized mugs are the perfect combination for the target market. Based on the past events, customers come out in numbers to attend. Orlando Brewing Company needs to keep this high participation throughout the year, and rebranding will help them achieve this target. They send out flyers for all of their events, but the flyers do not have a specific template. The events are individualized but they need to have a constant logo and slogan so that the brand of OBC can be well-known throughout the community.
Figure 11A, St. Patricks Day Advertisement
PROSPECT
Currently, Orlando Brewing Company is heavily dependent on their many festivals to draw to a very specific crowd. As OBC expands to distributing bottled beer, they will need to run advertisements that appeal to a larger market and they will need to pick one specific brand identity. Once that brand identity has been met, they need to expand their marketability to the tourist community, while maintaining their local ties. Orlando Brewing Company has already
expanded to the largest tourist industry in the world, Disney. Orlando Brewing Company has a prescene at Disney, but they fail to
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reach out to tourist outside of the theme parks. Advertisements should run to attract tourist to this very local place, and this local feel will attract people because Orlando Brewing Company is very Floridian. OBC has penetrated the distributor market with Disney and needs to enter the tourist community.
Taproom alone. They believe their current market is type-A, 26- to 56-year-olds with a high disposable income. Young women appear to be their fastest-growing segment. We looked deeper to identify their core customers. In secondary research, through and Mintel various
Orlando Brewing Company will soon launch their online e-store to sell many of their merchandise. This e-store can even be expanded to cater toward tourists so that it penetrates a larger market. As soon as the logo can be changed, then OBC can sell their merchandise on the e-store. Overall, Orlando Brewing Company has a great framework for success, but needs a more centralized focus in order to expand their brand.
Consumer
Reports,
MRI+
business articles, uncovered the typical craft beer and microbrewery consumers to be between the ages of 25 and 44, with of-age Millennials (under the age of 35) being the primary market. This product tends to be less of a get drunk beer than traditional domestics, and is really meant to be savored. The younger segment of beer drinkers appreciates a variety of taste profiles, seeks further palate education and loves to discover the next favorite. Due to the higher price compared to non-
CONSUMER
Currently, visitors, Orlando especially Brewing those Company attending is principally dependent on on-premise events, such as their popular Oktoberfest celebration. The Taproom has been relatively successful in bringing in locals from the Orlando metropolitan area. For example, the Oktoberfest event saw an attendance of about 500 people, and the anniversary occasion brought nearly 150 visitors into the
craft brews, the majority of consumers who select craft beer are members of households earning $75K or more, annually. The norm across all age groups has shown to be less than once-a-week consumption, which presents microbreweries like Orlando Brewing Company with the opportunity to encourage additional consumption occasions and incentives. Millennials are more likely to opt for craft beer at a party (40%), during or
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after a fun activity (21%), or at a concert or performance (17%) (Mintel). Men report carft beer consumption 17% more than women, though the latter segment is quickly growing in craft consumption rates. Women, who are more likely to be concerned with a beverages calorie count enjoy seasonal flavors in order to arrive upon a preference with less guilt and commitment. Orlando Brewing Company currently hosts beer tastings and educational sessions on premise, which really resonates with this experimental crowd. This millennial consumer segment consists of digital natives. According to MRI+, they shop online at sites like Amazon and Groupon, read news on nytimes.com and ESPN.com, and stay in the social loop through various social media outlets, namely Facebook. This market is not likely to consume much traditional media, like TV or radio; however, most are in the top two quintiles for outdoor media, such as billboards. Their social nature fosters a trustworthy word-of-mouth network, which is why it is important for Orlando Brewing Company to have a pervasive voice in the community. When not drinking craft beer, these young folks love to learn, travel and cook. Some may
be deemed hipsters and others snobs, but all are enthusiasts for exploration and a genuine experience. Connexus found that, serving as a secondary market, the 35- to 44-year-old segment frequents local taprooms and enjoys their craft brews. These folks are generally well established, with even higher incomes and a particular taking to low-key, personalized leisure time. Their media habits skew more toward the traditional side, with more flavors in order to arrive upon a preference with less guilt and commitment. Orlando Brewing Company currently hosts beer tastings and educational sessions on premise, which really resonates with this experimental crowd. While many of the aforementioned
mentalities apply to this older market, there exists a challenge in that the more experienced a drinker, the better idea he or she has of the exact repertoire of beers he or she prefers. They can nearly single-handedly support a microbrewery with the more frequent purchases of their handful selects. An opportunity, therefore, lies in winning over their favor to build a loyal fan base. For Orlando Brewing Company, it should take just one glass.
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COMPETITION
SECONDARY COMPETITORS
Orlando Brewing Company falls under the category of craft beers. In this category we found the secondary competitors to be the top craft brewers, which are Boston Beer Company, Sierra Nevada Brewing and New Belgium Brewing. We placed these craft beers under secondary competitors, because when placed side by side with Orlando Brewing Companys beers, the competitors beers are mass-produced and have much larger breweries.
Sam Adams Campaigns and Evaluation TV Presence Bulk of its marketing budget ($30.8 million) is on broadcast advertising with TV ads Themes range from introductions to the brewery, features about the quality of the beer and spots focused on seasonal beer releases Ads that feature its flagship Boston Lager as well as a rotation of ads that inform viewers about the latest seasonal beer Many of the ads contain the president of the company, brewmasters, bartenders or fans of the beer The Brewing Love Ad helps to reinforce the brewerys role in the craft brewing industry, which is overall regarded for its creativity and experimentation with beer styles and flavors .Events & Promotions Places a strong emphasis in the onpremise market both in national chains and local outlets Take part in many events, which include National Stein Hoisting Competition, other promotional events and festivals Partnered with Red Robin to have a shake spiked with Samuel Adams Oktoberfest beer Radio Boston Beer dedicates a large part ($6.5 million in 2011) of its budget to spreading the word about promotional events and festivals Spots are geared towards getting consumers to a place Try to reinforce brand loyalty Mobile Created beer app that includes recipes, videos and local news
Boston Beer Company

Boston Beer Company was established in 1984, and is known for its Samuel Adams line of beer. They consider themselves American craft brewers, which its website states as being small, independent and traditional. They have the strongest share in the craft beer manufacturer case sales at 18.2%. The company positions itself as being of quality and substance, unlike many other beers, which use different tactics to reach its audience.
FACTS
Breweries in Boston, MA, Cincinnati, OH, and Lehigh PA. Samuel Adams Boston Lager is the best-selling craft beer in America Boston Beer brews over 50 different styles of beers Distributed in all 50 states and can be found in 20 foreign countries Tagline is Take Pride in your Beer & For the Love of Beer Boston Beer spent approximately $30.8 million on advertising in 2011
Social Media Breakdown Facebook As of January 24, 2013, Sam Adams Facebook page had 615,877 likes and 24,222 people talking about the product Page has a number of photos from fans and from the company itself Strong interaction daily with fans Twitter @SamuelAdamsBeer Twitter handle requires followers to direct message to verify birth date before officially joining its list Sam Adams interacts with and promotes events to its 18,260 followers Instagram Instagram feed also promotes events and the different beers that are out on the market
Strengths Leader in market Able to reach a broad audience through TV and social media Strong use of social media through its interaction with consumers Ads do not portray a lifestyle, rather quality and tradition Campaigns on different platforms run smoothly and together Strong events which make the Sam Adams beer drinkers feel like a community Have wide variety of products Weaknesses Loses feeling of Microbrewery since it is so large Harder to portray quality Consumers lose sense of local and homegrown nostalgia
Product 1) Samuel Adams Boston Lager A six pack of 12-oz. bottles retails for $7.99 Described as having noble hops, malted barley and layers of complex flavors New package design for its line of Samuel Adams beers in April 2012 included a promotion to participate in a contest to win the opportunity to brew at the companys Boston brewery 2) Samuel Adams Verloren Gose Unfiltered Wheat Ale Released in July 2012 Product retails in a one-pint, six-oz. bottle for $5.99 Described as a vivid and refreshing ale with a softness to it 3) Samuel Adams Whitewater IPA Released in August 2012 A six pack of 12-oz. bottles retails for $8.99 Described as a hazy brew that combines a crisp character of a white ale with the intense pine and citrus flavors of an India pale ale
Situation Analysis
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Sierra Nevada Brewing

Ken Grossman and Paul Camusi established Sierra Nevada Brewing in the fall of 1980. Their original goal was to brew the beer they wanted and in doing so, they have become the second largest craft brewer with its market share staying steady at 6.7%. They also have a strong sense of sustainability, and were named the 2010 Green Business of the year by the US EPA.
Also have a Big Room located on premise Hosts many live bands weekly Participates in events to promote sustainability Social Media Breakdown Facebook As of January 28, 2013, Sierra Nevadas Facebook page had 172,114 likes and 2,765 people talking about their product Page has a number of events making the company feel very personable Informs about job opportunities Updates about competitions and winners Twitter Twitter handle is @SierraNevada Sierra Nevada has 51,992 followers Interacts with followers, updates about events, updates about jobs and beers Instagram @Sierranevadabeer is the name of the profile Instagram feed also promotes events and other parties going on in the Sierra Nevada Company Blog Updated once a week Material is often about the company and people in the company Also includes new beers and events going on in their taproom & Big Room
FACTS
Located in Chico, California Nevadas Pale Ale is the second best-selling craft beer in the US Distributed in all states of the US along with some foreign countries Have an organic beer and try to buy organic hops for most of their beers Plan to expand and build a brewery in western North Carolina for an East Cast brewery
Sierra Nevadas Campaigns and Evaluation TV Presence Not a strong TV presence Last TV ad was Protect Your Nature Funny, but a typical beer TV ad Events & Promotions Has two-night event for Oktoberfest More than 100 people attend the event Paired wuth Sea Otter Classic Large event with Volkswagen as a sponsor Promotes keeping the streets clean while watching cyclists
Strengths One of the leaders in market Wide Variety of beer Good use of social media Website easy to navigate Expanding into the East Coast Sustainability is very important to company Does a lot in regards to Corporate Responsibility and promoting helping the environment
Weaknesses Not as strong a presence in the East Coast History is formatted in a way that leads readers less likely to read it Events are harder to find than other companies
Products 1) Sierra Nevada Pale Ale The beer is said to have bold flavors and piney-citrus aromas of whole cone Cascade hops The product is available in a 12-pack priced at $16.99 2) Sierra Nevada Celebration Fresh Hop Ale Second best selling beer for the company Recently repackaged Special ale for the holidays Features first hops of the growing season 12-pack of 12 oz. bottles sells for $14.99
Situation Analysis
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New Belgium Brewing Company

Jeff Lebesch in Fort Collins, Colorado opened New Belgium brewing in 1991. They are currently the third largest craft beer provider with 5.2% of the market share. New Belgium describes itself as alternatively empowered. Their logo contains images of a bicycle, because they believe that the idea was conceived while one of the founders was biking in Europe.
Events & Promotions The brewer dedicated its total 2011 advertising budget ($3.7 million) to print, with most ads appearing in magazines and newspapers Hosts the Tour de Fat Includes stops in 15 cities across the U.S. Features a costumed bicycle parade, beer tastings, entertainment, local food, unusual bike contests, and much more. The tour raises money for local nonprofit organizations, emphasizing New Belgiums commitment to community. Clips of Faith Film Festival that is a philanthropic event In its third year, the festival showcased 22 films in 18 cities and served around 16 different kinds of beer Mobile Share Shift tab gives people access to an app that lets them send an invite to friends to come share a Shift Pale Lager after work Social Media Breakdown Facebook As of January 28, 2013, New Belgiums Facebook page had 382,376 likes and 11,940 people talking about their product Constantly being updated with pictures of the brewery and beers Informs about events and posts film clips from the Tour de Fat Updates about competitions and winners (including from their own company competitions)
FACTS
Brewery in Fort Collins, Colorado Fat Tire Amber Ale is the Flagship Beer for New Belgium Distributed in most states, however not in Florida Tagline is Follow your folly. Ours is beer. New Belgium portfolio has expanded from nearly 5.9 million 2.25-gallon cases shipped in 2006 to 9.5 million cases in 2011 Opening a second brewery in Asheville, NC
New Belgiums Campaigns and Evaluation TV Presence Not a major television advertiser Few TV spots on national networks The most recent ads were re-released to coincide with the US Pro Cycling Challenge They do not include any spoken audio, just images of a man riding a bicycle set to the music of Fort Collins own Fierce Bad Rabbit The commercials end with the tagline,Enjoy the Ride, and the image of the Fat Tire bottle and a glass filled with the beer
Twitter Twitter handle is @NewBelgium New Belgium has 138,237 followers Promotes about events, updates new beers Google+ Has over 1,400 connections Include pictures of beers and events Blog Updated about once a week or bi-weekly Includes updates about their own beer Also promotes special events such as Lost in the Woods
Strengths Very strong marketing events Has a very strong grasp of social media Able to tie in brand well with events (Tour de Fat & the bicycle logo) Innovative mobile app Good use of a pack of beer Expanding into North Carolina Has sustainability practices Weaknesses Does not reach the entire country Very low TV presence Not known to the average consumer
Products 1) Fat Tire Amber Ale Repackaged in a newly designed paperboard 12-pack made from 100% recycled paperboard The ale features toasty malt flavors in tandem with hoppy freshness 12-pack of 12-oz. bottles retails for $14.47 2) Follow Your Folly Pack Launched this pack in April 2012 Contains three 12-oz. bottles of Fat Tire Amber Ale, Dig Pale Ale, 1554 Enlightened Black Ale and Ranger India pale ale The 12-pack retails for $12.96
Situation Analysis
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DIRECT COMPETITORS
Orlando Brewing Comapny has three direct competitors: Swamphead Brewery, Bold City Brewery and Cigar City Brewing. We selected these competitors based on their bottling and tap distribution within the same geographical location as Orlando Brewing Company. Additionally, they have comparable qualities, including their taprooms and a unique craft beer selection.
Mobile Option to opt in to tap list texts in order to receive the tap list daily Social Media Breakdown Instagram Utilized often, every two to three days, for customer brand interaction Average of 30 likes per photo Facebook Over 7,000 likes Tabs at the top with events, tickets, brewsletter signup, photos, etc. Twitter Over 1,600 followers Consistent branding Twitter skin and header Used to promote events, talk to consumers, etc Shares Instagram photos on here as well Google+ Not updated often Low consumer interaction: ~four likes per post Blog Not updated often Blog posts about events, such as football game days and collaborations with restaurants Special Events South Florida Beer Week Craft Beer Festivals Guided tours on Tuesday afternoons after
Swamphead Brewery
Swamphead consists of six men and six women. Luke Kemper started the business after graduating from the University of Florida. He focuses on exhibiting Floridas roots through the beer names, such as the Stump Knocker Pale Ale named after the Florida Stumpknocker fish. Luke joined Craig Birkmaier, who started as an award winning Florida home brewer and decided on a career change after retirement.
FACTS
Swamphead Brewery is located in Gainesville, FL University of Florida and Santa Fe Community College are located in the city Distributed in 12 cities around Florida: Cedar Key, Crystal River, Gainesville, Jacksonville, Melbourne, Ocala, Orlando area, Sarasota, St. Augustine, Tallahassee, Tampa area and Vero Beach Their tagline is Inherently Floridian.
5:30pm for $5 (includes pint glass and beer) Weekly events not posted on calendar Strengths Appealing website that is easy to navigate Details about their beers along with the label Store on website Consistent branding across all efforts, including their tap handles, which makes it easy to distinguish Google event calendar Newsletter Find Our Beer tab on the website with
lists of all distribution locations in each city so it is easy to find Reaches college students and many cities across Florida Weaknesses Some broken links on their site No concrete history about the company, just information about the team members Google calendar is not aesthetically pleasing
Products 1) Big Nose Created with crystal clear spring water from Okenfonkee Swamp Lat flavor and made with two dry hop additions $4 pint/$11 fill + 32 oz growler 2) Cottonmouth Fruity and refreshing Beligan Wheat Bier Named after the Cottonmouth Snake Fermetted using a Belgian wheat bier yeast $4 pint/$10 fill + 32 oz growler/$26 fill + gallon growler 3) Wild Night Light and refreshing Cream Ale brewed with Tupelo Honey Tupelo honey is produced from tupelo gum tree which grows in nor at northwest fivers in Florida $4 pint/$10 fill + 32 oz growler/$26 fill + gallon growler
Situation Analysis
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Cigar City Brewery

Cigar City Brewing originated as the worlds largest cigar producer and thrives on the culture and heritage of Tampa.
Social Media Breakdown Facebook Almost 20,000 likes Updates every few days, but does not communicate with people asking questions Twitter Over 13,000 followers Consistent branding Twitter skin; not aesthetically pleasing and missing header image Used to promote events, talk to consumers
FACTS
Cigar City Brewery is located in Tampa, FL University of South Florida, University of Tampa, etc Comprised of a 15 barrel brew house which strives to use local ingredients and puts a Tampa spin on the beer flavors Has canned versions of their brews
YouTube Videos of the canning process, events for new beer releases, and people tasting the products 88 subscribers Blog Updated about once a month Blog posts about events
Special Events Hunahpus Day Annual release of Hunahpus Imperial Stout Collaborates with other breweries Guided tours on Wednesday, Thursday, Friday, Saturday and Sunday - $5 for beer and pint glass Weekly events not posted on calendar Strengths Website is easy to navigate with details about each beer Consistent branding across most efforts Google event calendar Reaches college students and many cities across Florida Store on website Products 1) Jai Alai
Weaknesses Some broken links on their site No concrete history about how the company started A lot of the website text runs into itself, making it difficult to read Disorganized text throughout the website with inconsistent font sizes Google calendar is not aesthetically pleasing and doesnt include weekly events
India Pale Ale with notes of citrus and tropical fruit Won 2010 and 2011 Best Florida Beer medals 2) Maduro Brown Ale Brown Ale with high alcohol and notes of caramel, toffee, chocolates and hints of espresso
Situation Analysis
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Bold City Brewery

Bold City Brewery is owned and operated by Brian and Susan Miller. Brian started home brewing in 2002. His mother, Susan, left her job to join the beer business.
Social Media Breakdown Facebook Around 6,000 likes Communicates back to timeline posts Social media contests with gift card prize Twitter Around 2,500 followers No Twitter skin Used to promote events, talk to consumers, etc MySpace Not updated or utilized Special Events Weekly events not posted on calendar Tours on Saturdays Strengths Website is easy to navigate Consistent branding across most facets Reaches college students and many cities across Florida Store on website Find Our Beer tab for searching distribution locations Website has a photo gallery Sells food in their taproom Sells posters of their beer designs (aesthetically pleasing) Weaknesses Very basic website News & Events tab is lacking description and does not mention weekly events Newsletter is not often updated
FACTS
Bold City Brewery is located in Jacksonville, FL University of North Florida, Jacksonville University, etc are located in this city as well Bottled versions distributed across Florida
Products 1) Killer Whale Cream Ale Lager beer; light and refreshing 2) Fritzs Hefeweizen German style wheat beer made with 50:50 ratio of wheat 3) Mad Manatee IPA American IPA Herbal/citric character
Situation Analysis
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KEY QUESTIONS
What are the prioritized factors when selecting a beer? Who do consumers trust for craft beer recommendations? Who typically drinks craft beer? Which new names do participants prefer for the blonde and red ale?
QUANTITATIVE
RESEARCH
there were no major discrepancies between males and females, or those that drank at a higher volume than others. In order of most important to least important components when choosing a beer at a store were flavor, quality of taste, price, brand recognition and packaging. Overall, 59 out of the 136 respondents (43%) would place flavor as the most important factor when choosing beer at a store. Flavor had an average rank of 1.99, compared to the second most important factor, quality of taste, with an average of 2.18. Concerning quality of taste, 52 respondents (38%) placed that choice as the second most important element. Price and brand recognition were quite close in their results with 39 respondents (29%) choosing price as the third most important and 29 respondents deciding on brand recognition as the third most important aspect. Packaging was by far the least important factor, as 68 respondents (50%) picked it as the fifth most important component and averaging a 4.27 rank among the results. Figure 1B depicts the percentage of respondents that decided on either flavor, quality of taste, price, brand recognition and packaging as the most important component when choosing a beer at a store.
METHODOLOGY
Connexus formulated a survey comprising fifteen questions and distributed it through our personal networks, social media and other contacts we had across the state of Florida. The survey was live for seven days, during which time we were able to get 154 responses from varying regions, age groups, lifestyles and levels of beer savvy. Respondents ranged from age 21 to 35, with the 60% being male and 40% female, and their mean beer knowledge being above average. Using this information, we were able to filter and narrow results to see how given factors affected the resulting data.
KEY FINDINGS
1) Rank the following decisions from most important to least important regarding choosing a beer at a store. Regarding the decisions made by participants concerning choosing a beer at the store,
Research
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Figure 1B, Research
Figure 2B, Research
2) Rate the following on a scale of 1 to 7 on the trustworthiness of the source for craft beer recommendations. No matter the gender, beer knowledge, or frequency of consuming alcohol, our participants believed that friends and bartenders provide the most trustworthy recommendations concerning craft beer. On a scale of one to seven, with one being very untrustworthy and seven being the most trustworthy, a bartender averaged a
score of 6.05 and a friend averaged 6.04. In a close third, our participants believed that a waiter or waitress would provide a trustworthy recommendation, with an average of 5.13 on our scale. Surprisingly, our participants believed that they would have more assurance in a recommendation from a stranger rather than one from Facebook, Twitter or television. As Figure 2B expresses below, there is a large gap between recommendations from the media and those from personal friends or acquaintances.
Figure 3B, Research
3) The types of people who drink craft beers are (check all that apply). When looking over the results for most questions, gender did not seem to play a large role in the respondents opinions and answers. When asked who are the type of people that drink craft beer, the participants were given a list of words and told to check all that apply (Independent, Trendy, Typical, Conformist, Young, Old, MiddleAged, Popular and Unpopular). As Figure 3B shows, the top two choices, in order, were Independent (58%) and Trendy (56%) closely aligning with our consumers analysis. It was interesting to note that the adjectives describing age had pretty similar results, with Young garnering 47%, closely followed by Middle-Aged with 46%. Another noteworthy finding from this question was that 20% of respondents picked either Popular or Unpopular.
4) Which name do you like best for our newly renamed Blonde Ale? Which name do you like best for our newly renamed Red Ale? Last, we did testing to see which names for the Blonde Ale and Red Ale respondents connected with most. For the Blonde Ale, we gave the choices of Beachline Blonde, Goldie Hops, Summersault Ale, Daybreak Golden Ale and Blonde Brewja (Broo-ha). Goldie Hops had the most votes with 29%, while Daybreak Golden Ale got 23% of votes. Similarly, for the Red Ale we gave the participants five choices. These were Red Tail Ale, Ruby Rays, Red Flamingo, Right On Red and Red Belly Ale. Red Tail Ale received the most votes with 36% of respondents picking it. However, when we looked more into the name we found out that it had been trademarked by a microbrewery in California as its flagship beer. The next names in order were Red Belly Ale (23%) and Right On Red (19%).
Research
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QUALITATIVE
METHODOLOGY
To obtain more personalized, elaborate responses, Connexus conducted two focus groups, with two different moderators to evoke variety. Each session lasted just over an hour, with the first containing ten participants and the second, seven. These said participants ranged from age 21 to 37, also from different regions of the state and with a variety of lifestyles and beer preferences. Seeing that the topic at hand was craft beer, the mood was light and answers very honest. Alcohol content is a secondary factor when deciding between two similar tasting beers. As a result of our research, many people agreed that craft beer has a distinct taste. In addition, when comparing red ales to blonde ales in our focus group, participants noted that the taste of darker beers are perceived to be more serious than lighter beers. Thus, the several perceptions of different beers based on taste are influential in many ways other than just preference. 2) Its all about the incentives. When it comes to connecting with the company, whether it be via social media When drinking a beer, taste is the most important deciding factor. Participants were asked to describe the taste of a great beer, and a few popular adjectives noted were: crisp, refreshing, rich and flavorful. People want a beer that is smooth, but also complex. The greater the amount of beer consumed, the less important taste becomes. Because drinking craft beer is considered unique, it would not be consumed at an everyday frequency. Therefore, when the occasion does arrive that one would drink a craft beer, they want to savor it. The consumer wants to relish the flavors and experience every sip. or coming in to the brewery, we found that these consumers need incentives in order to associate themselves with the brand. When these consumers like brand Facebook pages, its usually for coupons, discounts or competitions rarely is it for simply being a fan of the brand. They also want to be rewarded for coming in to the brewery. Being able to check-in on Facebook, Yelp or Foursquare for some type of reward, like a beer at a discounted price, a free sample or a memento to take home from the tour, really motivates the masses.
KEY THEMES
1) Craft beer drinkers value taste the most.
As far as the brewery tours, participants like to see behind the scenes of breweries, as well as to learn about the beer crafting and bottling process. A frequent point made by participants across the board was that they are drawn to visit breweries for a taste of seasonal beers that are available for a short period of time, only in the taproom. 3) Value should complement the occasion. Craft beer is, in general, more expensive than other types of beer. Our research has found that, as a result, consumers associate higherpriced craft beer with special occasions and celebrations. This price factor also makes consumers view craft beer as more of an investment they want to be assured that their purchase will be a good one, prior to purchase. As one participant put it, good beer has a higher price, but higher price isnt always the best beer. This comment shows how consumers are naturally hesitant to spring for the higher priced beer for fear that it wont live up to their investment. To relieve this uncertainty, these participants voiced that they like to have the option to sample brews. Even so, they are willing to pay for the best if they know it will be the best. They buy when they know it will be worth it.
4) Recraft the experience. Craft beer is not ordinary. It is a beer that people want to enjoy as well as learn about. Our research demonstrates that in a new circumstance, people will look to experience new tastes. Because craft beer offers a variety of flavors to choose from, it is popular to explore when one is participating in something more special. A participant said that they would order a new beer they hadnt tried before when visiting a friend, because it is a celebratory event. The moments in which people drink craft beer stand out. There is a reason behind their selection and it means something. Drinking this product is an experience. One participant was quoted saying that she will try local craft beer when she is interested in learning more about a places culture, because it says something about the people. She also further mentioned that if she had to pick out a beer to share with her friends, she would choose one that has a memory attached to drinking it so that she can share her story with everyone.
Research
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SWOT ANALYSIS
STRENGTHS
Orlando Brewing Company is located in a major city with a high incidence of tourists and located in a populous state The company is a certified organic brewery that uses only high quality ingredients as backed by the Fresh From Florida status The company has with established well-known partnerships
WEAKNESSES
The company currently has multiple accounts on Facebook and Twitter, which makes it confusing and hard to gather fans in one single place. On top of this, there are legal ties that stop the company from solving this issue The name and branding of the company are inconsistent, which hinders the construction of online recognition Orlando Brewing Companys website and current marketing efforts lack a sense of direction and continuity
companies, such as Disney The company hosts a good variety of events, including tours, festivals and live music Orlando Brewing Company receives strong online reviews from variety of sources
OPPORTUNITIES
Orlando is home to several colleges and universities, including the third largest university in the nation Downtown Orlando has a high concentration of locals who represent a significant part of its market Despite being a small segment of the overall U.S. beer industry, craft and craftstyle beer sales nearly doubled between 2007 and 2012 The female market is growing for the consumption of craft beer Current consumers are becoming more tech savvy There is a growing trend for people to consume locally produced goods
THREATS
Since the economic downturn in 2008, the beer industry is slow to recover Consumers are becoming increasingly health-conscious There are many accidents due to consumer drinking across all alcohol categories Competition has continued to strengthen in the craft beer segment
SWOT Analysis
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MARKETING
POSITIONING
To trendy, exploratory of-age Millennials who are seeking top-quality, flavorful craft beer, Orlando Brewing Company is the only organic brewery and taproom in the Southeast, providing an authentic drinking experience in a friendly, engaging environment. Orlando Brewing Company is the local leader in craft beer education, and Floridas top choice for an approachable yet complex draft and packaged beer selection. Distribution To attain 5% of the Florida craft beerdrinking market by the start of the 2014 fiscal year . Taproom To increase the Orlando Brewing Company taproom revenue 12% by the start of the 2014 fiscal year
MARKETING OBJECTIVES
Overall Sales Goal 80% Distribution and 20% Taproom
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TARGET MARKET
THREE PROFILES
1) Sophisticated Sippers Well-established $75k+ Household Income Tech savvy Intellectually curious More likely to buy organic Increasing number of women, who also have a tendency to bring boyfriends/ fiancs to brewery or taste testing
Figure 2C, Trendy Testers Figure 1C, Sophisticated Sippers
2) Trendy Testers Exploratory with food, drink and lifestyle Hip $50k+ Household Income Single Young Liberal Educated - college graduates
Figure 3C, Loyal Locals
3) Loyal Locals Steadfast in drink selection Brand and product advocates Aged 30 to 37 Happy-go-lucky Beer geeks/enthusiasts
What they all have in common: Orlando locals or visitors Curious palates Appreciate good taste and hard work Social Digital Natives Like to buy local Rely heavily on word of mouth
Located in one of the most touristcentric locations Located directly near the exit of I-4 Future distribution expansion will make their current location their flagship headquarters for their bottled beer Price Taproom drafts range in price from $4 to $6 a glass The prices of the merchandise sold in the taproom are as follows: Orlando Brewing Company hat: $15 T-shirts in red, blue, black, grey or green: $15 T-shirt with OBC logo in front and feature a picture on the back: $20 15.5 Bumper Sticker: $2 4 oz Sampler Glass: $4 Logo pint glass: $5 Orlando Brewing Clothing Patch: $3 Anisocoria glass: $5 Place
MARKETING STRATEGIES
TAPROOM
Product To sell Orlando Brewing Companys Taproom as a place to explore ones interest in beer, while learning about quality ingredients and the brewing process, all in an friendly, local environment. Features & Benefits The only certified organic brewery in the Southeast Orlando Brewing Company has the certification of Fresh From Florida to further reiterate the potential connection to customers The only microbrewery in Orlando Hosts events such as: Weekly Beer School classes for those interested in learning in depth about craft beer, beer tastings, Oktoberfest, ELLA Music Festival, daily brewery tours, happy hours and live music
Because
Orlando
Brewing
Company
is located in one of the biggest tourist destinations in the world, visitors from all cities and countries will be drawn to their location. Specifically, emphasis will be placed on those living in Orlando, Miami, West Palm Beach, Ft. Lauderdale, Tampa, Jacksonville, Gainesville and Tallahassee, as well as their surrounding metropolitan areas.
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Promotion To increase returning, as well as first-time visits, to the Taproom through word of mouth and advertising. Sales promotions and events will bring loyal customers and craft beer enthusiasts to Orlando Brewing Companys location and build their customer base. According to our research, consumers are more than twice as likely to trust word of mouth over television and other advertisements when trying new kinds of beer. Priorities Create strong branding and increase awareness through social media, online presence, promotional marketing and events. Primary Support The following vehicles will be used throughout the marketing campaign: digital advertising, email marketing, print advertising, outdoor advertising, mobile marketing, sales promotion and public relations. Advertising will include promotional items such as posters, t-shirts, hats, mugs, koozies and bottle openers. Digital advertising will utilize social media, banner ads, search engine optimization and blogging. Email marketing will include weekly newsletters to subscribing customers. Billboards will be the primary outdoor vehicle. Mobile marketing will be enabled through smartphone application technology. Sales promotion and public relations will include daily Taproom specials, tastings and festival events.
while
creating
uniquely
Floridian
experience for everyone that takes a sip. Features & Benefits Craft beer, especially Orlando Brewing Companys craft beer, appeals to a large, highly-educated target market. OBCs commitment to teaching the public about the history and quality of beer appeals to this broad audience. Orlando Brewing Companys vision of sustainability strikes closely with the young trendy testers and the older sophisticated sippers. All of the distributing beers have a uniquely fresh, clean and Floridian taste. Orlando Brewing Company has the certification of Fresh From Florida to further reiterate the potential connection to customers. Centrally located and distributed in the heart of Florida and the largest tourist city in the state: Orlando. Price Orlando stores Brewing shops. Company Therefore, does they not are distribute their bottled beers for sale at and venturing into a new realm of distribution. Our plan is to build awareness through a four beer variety pack, in addition to the normal six pack carrying cases that we plan to have them sell. In order to gain potential customer attention, we plan to have a piggieback label on the bottled beers. This type of labeling allows customers to peel-back the labels of the beer to read more about Orlando Brewing Company on the inside of the label. After they are done reading the inside, they can replace the label to the beer.
DISTRIBUTION
Product To sell four of Orlando Brewing Companys flagship beers across the state of Florida,
According
to
Quick
Label
Systems,
consumers coming back for more. Based on our quantitative research, participants noted that they trusted bartenders and friends above social media and television when choosing a new craft beer. We will be providing promotions to distributors and bartenders, such as koozies, tap handles and merchandise. Our aim is to make OBC the first product that comes to mind when a customer asks to try a new brew. In order to promote the Orlando Brewing Company brand, we will be launching print campaigns and outdoor advertisements. To capture the attention of potential customers at stores, we will launch a social media contest with each of the four flagship beers in order to raise awareness about the products of Orlando Brewing Company. Our plan is to capture the attention of consumers and gain their trust so that they will build a personal connection.
a standard 3 by 5 wrap-around label costs $0.25. The piggie-back label is an additional six cents. The total for the labeling would cost $0.31 per bottle. According to Nepa Carton and Carrier Co., Inc., the four-pack and the six-pack cardboard carrying cases cost $0.76 per case, with the lowest order quantity being 5,000 units. The cases will cost an additional $700 for four-color printing and $500 for shipping. The 5,000 carrying cases will cost an estimated total of $5,000. With 5,000 carrying cases, Orlando Brewing Company can order in bulk to save money in the long-run. Those 5,000 four-pack cases will hold 20,000 bottles of beer with production costs of labeling and carrying cases totaling $11,200. Place Orlando Brewing Company does not have a presence outside of the Orlando area. In order to gain recognition statewide, we decided to distribute the four flagship beers in eight key cities throughout the state. The cities were chosen based on their young, vibrant and educated populations. We chose to distribute to these eight cities and their surrounding 20-mile radius: Miami, West Palm Beach, Ft. Lauderdale, Orlando, Tampa, Jacksonville and Tallahassee.
Primary Support The following vehicles will be used throughout the marketing campaign for beer distribution: digital advertising, email marketing, advertising, print advertising, marketing, outdoor sales mobile
promotion and public relations. Advertising will include promotional items such as posters, t-shirts, hats, mugs, koozies and bottle openers. Digital advertising will utilize social media, banner ads, search engine optimization and blogging. Email marketing will include weekly newsletters
Promotion In order to target first-time drinkers of Orlando Brewing Company, we will be combining some advertising and marketing strategies. Word of mouth is the most important part of our strategy and it will keep
to subscribing customers. Print advertising will focus on local and regional magazines in the Southeast. Billboards will be the primary outdoor vehicle. Mobile marketing will be enabled through smartphone application technology.
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ADVERTISING
ADVERTISING OBJECTIVES
TAPROOM
To increase awareness of Orlando Brewing Company as a premier microbrewery among Orlando craft beer drinkers by 25% by the start of the 2014 fiscal year To boost desire among craft beer drinkers (local and visiting) to stop by the Taproom by 25% by the start of the 2014 fiscal year
ADVERTISING STRATEGIES & RATIONALE

Big beer brands consolidate their consumers into one group, imposing a generic lifestyle upon them through their campaigns. They choose to use this lifestyle appeal in an attempt to cover up the fact that their beer is less than ordinary and made using inferior ingredients. In our research, we discovered that craft beer drinkers
DISTRIBUTION
To establish awareness of Orlando Brewing Company as a leader in Florida craft beer among 25% of the craft beerdrinking Millennials in the state by the start of the 2014 fiscal year To convince 40% of previous Orlando Brewing Company consumers that this brand is worth buying again and recommending to friends, by the start of the 2014 fiscal year
actively entertain their curiosities, including exploring flavors and high quality products as they try to break their routine. These target consumers are experimental both with taste and experiences. These factors will draw consumers to Orlando Brewings wide variety of high-quality craft beers. A strong focus will be put on the brewerys educational nature and organic ingredient standards.
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CREATIVE
Figure 1D, Color Palette
REBRANDING
NEW LOGO
Orlando Brewing Companys new logo is a classic badge, incorporating lively colors to represent the Florida sun style. Inspiration for the details within the logo is drawn from OBCs four main ingredients. They highlight the quality of the product while maintaining a tasty appeal. A consumers first impression of the logo is meant to convey dedication to superior quality and care, but it must look crisp and alluring on merchandise and marketing materials.
Figure 3D, Black and White Logo
Figure 2D, Color Logo
Creative
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Figure 4D, Goldie Hops Blonde Ale
Figure 5D, Otown Brown Ale
Figure 6D, I-4 India Pale Ale
Figure 7D, Right on Red Irish Red Ale
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NEW PACKAGING
Our new package design for Orlando Brewing Company has a playful look that draws eyes to the label. Its authentic style holds the attention of the potential consumer longer while shopping, in order to drive them to purchase. For the beer labels specifically, the color palette adds taste appeal and differentiates each according to the flavor of beer. The distinguished color scheme attributed to each flavor of beer highlights several aspects of the beers name and theme. One special feature of each label is a peel-back display that includes further information about the beer (Figure 8D). This
additional effort to educate the public about the ingredients and profile of their drink will certainly build trust and favor in the Orlando Brewing Company brand. The pictured cardboard beer case (Figure 9D) is a 4-pack sampler showcasing OBCs 4 distributed flavors: Right on Red, Goldie Hops, I-4 IPA and O-Town Brown. This packaging, however, can be modified to a 6-pack capacity with ease. Consistency is maintained throughout the case and label designs with beer name placement and flavor descriptions.
Figure 8D, Peel-Back Label
Figure 9D, Four-Pack Case
BRANDED MERCHANDISE
Connexus has mocked up the following merchandise with the new branding for Orlando Brewing Company. We have assessed that t-shirts, hats, mugs, koozies, bottle openers and coasters are popular items to increase sales and variety. That being said, we included our new logo and suggest capitalizing on adding beerisms to make our merchandising more playful and unique.
Figure 12D, Bottle Opener Key Chain
Figure 10D, T-Shirt (Front)
Figure 11D, T-Shirt (Back)
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Figure 13D, Koozie (Front)
Figure 14D, Koozie (Back)
Figure 15D, Hat
Figure 16D, Coaster (Front)
Figure 18D, Beer Mug Figure 17D, Coaster (Back)
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WEBSITE REDESIGN
After a thorough assessment of Orlando Brewing Companys current website, Connexus believes that the site has good functionality, as well as relevant content. On the other hand, the design and information architecture of the site is not as strong. We believe that our proposed layout and design will not only improve the experience of online visitors, but it will consequently increase the traffic to the website immensely. Connexus has incorporated the new branding into the revamped website. In hand with our new aesthetic, a major change was to incorporate a classic parchment paper look and revised color palette throughout. We also included a consistent header and footer, as well as main menu drop-downs to ease navigation and user experience. The fewer clicks an action requires, the better! Our new home page highlights an interactive survey, a redesigned calendar of upcoming
events, a link to download our mobile app, an Orlando Brewing Company beer retailer finder and easy access to locate the taproom. We have kept a hero board in our home page, but it will rotate to different images featuring upcoming events, new and seasonal beers, promotions and more. One of Connexus primary goals is to connect Orlando Brewing Company with current and potential consumers via social media. That being said, we incorporated the brands social platforms onto the homepage, front and center, with large buttons and a live Twitter feed. We recommend hiring a professional web developer to reconstruct the OBC website and to implement our design. The new design requires big changes, but Connexus strongly believes that the visitors enjoy an improved experience, with more interactive opportunities and organized resources.
Header Navigation
Age Identification Overlay
Home
Download App
Beer Finder
Facebook
Twitter
YouTube
Instagram
Brewery
Beers
Tap Room
E-Store
Whats New
Contact Us
Our Story
Org. Diff.
Team
Tour
On Draft
Packaged
Calendar
Tickets
Private Parties
Logoware
Glassware
Gifts
Customer Service
Shipping
Returns
News
Blog
Newsletter Archive
Newsletter Sign-Up
Hours & Directions
Contact Info
Figure 19D, Website Map
Footer Navigation
Newsletter Sign-up Download App
Beer Finder
SiteMap
Facebook
Twitter
YouTube
Instagram
Figure 20D, Website Age Verification
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Figure 21D, Website Home Page
Figure 22D, Website Home Page with Drop Down Menu
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Figure 23D, Website Flagship Beers
Figure 24D, Website Right on Red Red Ale
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MENU FACELIFT
The new menu includes the rebranded logo, along with the list of brews offered at the Taproom. The color of the menu text was pulled from the new logo, so it is cohesive
with the rest of the rebranded material in the campaign. The name of each beverage, its price and ABV estimates is outlined in an easy-to-follow format, separated by price.
Figure 25D, Taproom Menu
SOCIAL MEDIA REDESIGN

To accompany the new aesthetic, we recommend keeping it all consistent with an update to social media outlets, by not only changing the main avatar to the new logo,
Figure 26D, Facebook Redesign
but also creating a custom Facebook cover photo (Figure 26D) and Twitter background (Figure 27D).
Figure 27D, Twitter Redesign
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DISTRIBUTION
THE BRIEF
Objective To establish awareness and trial of the new Orlando Brewing Company packaged beer among Florida craft beer drinkers. Issue While so focused on excellent product quality, the brand is being drowned out by beer titans and local craft breweries more established in the marketing realm. Due to a lack of cohesive branding and marketing outreach, Orlando Brewing Company is not currently reaching its potential to attract the target market and to keep the word-ofmouth momentum in full force. Key Insight In a world of lifestyle advertising with beer brands, Orlando Brewing Companys locally grown products and complex flavors make them a cut above the rest. Challenge To convince retail gatekeepers and craft beer consumers that Orlando Brewing Companys new product fleet is worth trying and promoting to others. Organizing Idea Florida-grown flavor. A focus on quality ingredients and a classic feel. The title and tagline of this campaign will be Brewing Craft Beer History. This tagline embodies OBCs intention to change what consumers expect from their beer the higher quality and purity that was characteristic of beer in times past. Brewing Craft Beer History also hints at the historic essence of the campaign. The creative concepts will include approximately three figures from Americas history, pulling from a list of people such as: Christobeer Colombus, Babe Brewth, Beerjamin Franklin, Abeerham Lincoln, Susan Beer Anthony, Amelia Beerhart, Ella Fitzbeerald, and Audrey Hepbeer.
CAMPAIGN RECOMMENDATIONS
At the core of Orlando Brewing Company is the desire to showcase their beers authenticity, as well as their devoted adherence to the Reinheitsgebot, otherwise known as the German Beer Purity Law. By going back to the basics of beer outlined by the Reinheitsgebot, OBC is bringing a pure, delectable piece of history to our presentday culture. Our campaign will revolve around the idea that OBCs brews are so good that historic figures would come back from the dead just for a sip.
Print Print ads for the distribution campaign will show one of the historic people we selected, along with an OBC-related quote, supposedly from that person and a paragraph describing the uniqueness of the new beers. The ad will demonstrate to consumers how Orlando Brewing Companys classic beer was worth coming back from the dead. The call to action in these ads will be for consumers to visit Orlando Brewing Companys website.
Figure 28D, Susan Beer Anthony Print Advertisement
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Figure 29D, Babe Brewth Print Advertisement
Outdoor Billboards will be the main focus for outdoor advertisements for the distribution campaign. The billboards will be a simplified version of the print ads, and will be composed of an image of a historic figure, their quote about OBC, and a call to action for consumers to visit Orlando Brewing Company in person. The simplicity of the design and copy, paired with the underlying humor, will break through the clutter that is often along the highways.
Figure 30D, Christobeer Columbus Billboard
Digital Advertising To accompany the other legs of this online banner ads sport the same aesthetic as the billboards, with abridged copy to compensate for the limited space. campaign, we will take the ads online, with display banners on targeted websites. These
Figure 31D, Babe Brewth Online Banner Advertisements
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TAPROOM
THE BRIEF
Objective To increase the number of Orlando locals and visitors stopping by the Taproom for the first time, whether for a couple beers, brewery tour or both. Issue Due to a lack of cohesive branding and marketing outreach, Orlando Brewing Company is not currently reaching its potential to attract the target market and to keep the word-of-mouth momentum in full force. With a location in the industrial sector of Orlando, away from the foot traffic of downtown, those who visit the brewery do not simply stumble upon it, but rather do so on their own agenda. Key Insight In a world of lifestyle advertising with beer brands, Orlando Brewing Companys locally grown products and complex flavors make them a cut above the rest. Challenge To reveal the overlooked destination of the Brewerys Taproom as worth the minor detour and as a key contributor to Orlandos local culture. Organizing Idea Florida-grown flavor. A focus on quality ingredients and quality time.
CAMPAIGN RECOMMENDATIONS
Banners For the Taproom campaign, we will incorporate lamp post banner ads to be placed in downtown Orlando. These ads will display the rebranded Orlando Brewing Company logo, along with a saying about beer what we call a beerism. Below in Figure 32D, the beerism will be a call to action for passersbys to visit Orlando Brewing Company.
Figure 32D, Lamp Post Banner Advertisement
Digital Advertising Connexus recommends reaching local hour directly after work. A 15-second radio spot would increase awareness of Orlando Brewing Companys product and Taproom during an optimal hour as the listener prepares to leave work for a few brews. With OBCs location stated in the ad and a playful call to action, paired with memorable Beerisms, a Pandora ad is optimal for increasing their local customer base. professionals in the Orlando area through Internet radio. Orlando Brewing Companys target audience is a young and working population that likes to stay up-to-date with technology. Thus, Pandora Internet Radio is highly recommended for drawing customers to the Taproom, versus traditional radio. The target audience listens to Internet radio during working hours and attends happy
:1 5 S ECOND R A DIO S POT

VO: Is it Beer-o-clock yet? SFX: Sound of beer poured in a glass and set down on a counter. Soft, upbeat music fades in. VO: The time is always right for a refreshing brew at The Orlando Brewing Company, Floridas only certified organic craft brewery. Join us at the Tap Room and try a variety of flavors made with only the finest ingredients. Located on Atlanta Avenue off of I-4, stop by for a Flavorful ExBEERience after work!
Figure 33D, Radio Advertisement
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NEW MEDIA
MOBILE APPLICATION
With a target market so keen on smart phones, Connexus recommends the creation of a mobile application to round out the digital brand experience. This app, for iPhones and Androids, would have four main features from the primary navigation. The first is an Orlando Brewing Company geo-locator map, which tracks locationenabled devices and lets the user know where the nearest product retailer is within a given radius.
Figure 34D, Mobile Application
The next feature is a Mug Shot, allowing users to take a photo of themselves or a friend with an illustrated mug overlay or the illusion that they are sitting at a bar. From that photo function, there will be social media integration, giving them the option to share the Mug Shot on Facebook and Instagram and to cheers a friend.
As the third aspect of the app, we came up with a Brew Book, a passport-style beer logger where consumers may keep track of the Orlando Brewing Company products they have tried with badge-like stamps (resembling countries visited). Last, there will be a portal to the mobile-friendly version of the website, should users choose to learn more or reference the full content.
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SOCIAL MEDIA
Seeing that the majority of craft beer drinkers are in the younger demographic, social media is a prime component of Orlando Brewing Companys campaign. Facebook Connexus recommends making a new Orlando Brewing Company fan page from a generic personal account to begin with a clean slate when building online presence. Otherwise, users get confused and friend request the brand rather than liking them. In order to interact with their audience, the Facebook page would feature checkin deals, such as receiving $1 off your beer after checking-in to the Taproom or retailer location on Facebook. In doing so, friends of the customer will see their activity and become interested in visiting as well. Instagram In addition, the Orlando Brewing Company Facebook page will feature a fun game to interact with their fans by posting extremely close-up pictures of objects that are related to beer or the brewing process. Examples of the pictures include close-up pictures of hops, kegs, etc. With these shared images, fans must guess what the object in the picture is, and the first person to respond with the correct answer will be awarded a prize or deal. To tie in the Brewing Craft Beer History campaign and garner more impressions, we recommend sharing those materials through these outlets, as well. It could truly go viral. While many other social outlets, like Pinterest, are popular among particular demographics, we believe the most beneficial to become a part of is Instagram, being visually based and perfectly aligned with the habits of the aforementioned target markets. Orlando Brewing Company should post images of the brewery, new beers, events, live bands and much more to show how approachable the brand and its people are. Some ideas include: What seasonal flavor would you like to see? Trivia Tuesday weekly question Tell us your best beerism for a chance to win a free brew Twitter Twitter will be utilized to spark conversation between Orlando Brewing Company and the consumer. Our recommendation is to fully utilize the new Twitter handle, @orlandobrewing. The new handle may post questions and engaging topics to increase follower interaction. The most important aspect of the twitter account is to raise awaraness and become engaged with the consumer on a daily basis.
ONLINE VIDEO
As YouTube is one of the largest search engines in the world, Connexus decided to utilize such a powerful tool in order to reach OBCs tech-savvy target audience. Through an educational video series focusing on the subject of craft beer, viewers will learn topics ranging from beer tasting to the brewing process. The YouTube videos will provide a brief, yet interactive experience where viewers learn more about the Orlando Brewing Company brand while educating themselves at the same time. These minutelong videos will highlight specific beers, such as this Blonde Ale spot, and keep users coming back for more.
EDUCATIONAL VIDEO SERIES How to Distinguish a Blonde Ale YouTube video
FRAME ONE VO (Neutral male voice): How to distinguish a blonde ale SFX: SOUND OF A STAMP
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FRAME TWO ROLL FOOTAGE OF THE TAPROOM, SHOWING TAPS
FRAME THREE SFX: BEER POURING INTO A GLASS MUSIC: SLOW BEAT SONG PLAYED AT A BAR
FRAME FOUR JOHN CHEEK: Hi, Im John Cheek, president of Orlando Brewing Company. This is a blonde ale, Goldie Hops, and its brewed inhouse here at the Taproom. It is a flavorful, light-bodied American Golden Ale with a crisp, dry finish. When youre trying a blonde ale, you should note the deep golden color. This beer has a sweeter taste than a pilsner.
FRAME FIVE AS JOHN CHEEK TALKS ABOUT THE INGREDIENTS, HOPS ARE SHOWN ON THE SCREEN
FRAME SIX JOHN CHEEK: Pay attention to these certain things when tasting...
FRAME SEVEN JOHN CHEEK APPEARS BACK ON THE SCREEN TO SAY GOODBYE AND INVITE EVERYONE TO VISIT THE TAPROOM VO: Orlando Brewing Company. Florida Grown Flavor.
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PUBLIC RELATIONS & SALES PROMOTIONS

PUBLIC RELATIONS
OBJECTIVES
Taproom To increase brand awareness of Orlando Brewing Company as a premier (growing) microbrewery among Orlando craft beer drinkers by 20% by Q3 of the 2014 fiscal year Distribution To enhance relationships with (current) and potential customers by increasing our brand presence in Florida by 10% by Q3 of the 2014 fiscal year To establish a 15% brand recognition in major cities among craft beer drinkers in the state of Florida by Q3 of the 2014 fiscal year
STRATEGY & RATIONALE

Our approach can be broken down into two strategies: event sponsorships and press outreach. These two strategies will play a specific role in Connexus integrated marketing communications plan. We believe these numbers are obtainable, because our strategies are relevant to our target market, and they will garner their interest.
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EXECUTIONS
Wristbands In an effort to enhance relationships with current and potential customers in Florida, we suggest sponsoring beer, music and art festivals in the Orlando area, as well as in these main Florida cities: Miami, West Palm Beach, Ft. Lauderdale, Tampa, Jacksonville and Tallahassee. We have selected a few well-known music and art festivals that would be very conducive to spreading the word about Orlando Brewing Company. These festivals include: the Winter Park Arts Festival, AURA Music Festival in St. Cloud, the Wanee Festival and Bear Creek Festival in Live Oak, the Hogtown Craft Beer Festival and SunFest in West Palm Beach. At each of these festivals, Orlando Brewing Company could either sponsor part of the event, or participate as a vendor. We also suggest giving out wristbands that showcase the brands new redesigned logo.
Figure 1E, Wristbands
Companys story, highlighting the brands commitment to quality and the brewerys organic fundamentals. The press release will announce the brewerys expansion into each city, and describe the four beers being released. An example of a press release can be found in Figure 2E. This publicity would get the brands name before the public eye in the areas that matter most. A few potential media outlets include: The Orlando Sentinal, The Miami Herald, Palm Beach Post, Sun Sentinel, Tampa Bay Times, Jacksonville News and Topix. Press Conferences To gain more publicity for the launch of Orlando Brewing Companys beers to the Florida market, we suggest holding informational including press conferences. Tampa, They should be held in major cities in the state, Miami, Jacksonville, Orlando and Tallahassee. In order to make these conferences more newsworthy and memorable for members of the news media, we suggest having an actor dressed as one of the historical characters of our Brewing Craft Beer History campaign. This actor will be present at the conference and will also make a statement and answer questions
Press Releases To help establish brand recognition in major cities in the state of Florida, we suggest submitting a press release to major city media outlets, including those that are on digital platforms. The press release should tell Orlando Brewing
about OBCs beers to make the event more dynamic. Photos are always a plus, as well! Finally, we suggest holding press conferences in conjunction with other events in the state that would be beneficial to spreading to word about OBC; for instance Ponce de Lens 500th anniversary of his discovery of Florida in Saint Augustine.
Figure 2E, Press Release
FOR IMMEDIATE RELEASE Company June 1, 2013
Contact:
George Cain / Orlando Brewing George@orlandobrewing.com
Orlando Brewing Company Comes Out of the Cooler with Release of Four Bottled Beers
ORLANDO, Fla. Floridas only certified organic craft brewery, Orlando Brewing Company, has officially released a series of four new bottled beers for statewide distribution. Among those released are their flagship products: I-4 IPA, O-Town Brown, Goldie Hops and Right on Red. Prior to this product launch, all Orlando Brewing Company beers required refrigeration, being organic and unpasteurized. Though still made of primarily organic ingredients, these four bottled beers still tout the Fresh from Florida certification. Now, they can be found on shelves of many local liquor stores, such as ABC Fine Wine and Spirits; convenience stores, such as Walgreens; and grocery stores, such as Publix Super Markets. A variety of additional organic draft selections can be found at their on-premise Taproom, located in Downtown Orlando.
About Orlando Brewing Company Orlando Brewing Company, founded in 2006, is Floridas only USDA-certified organic brewery, and the first to be declared Fresh From Florida by the State Department of Agriculture. Located in Downtown Orlando off Atlantic Avenue, the brewery includes a taproom with draft beers on tap at the bar, in addition to select bottled beers. Orlando Brewing Company abides by the Reinheitsgebot German Purity Law, with only water, hops, barley and yeast. ###
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PUBLIC RELATIONS
OBJECTIVES
Taproom To increase desire among Orlandos craft beer drinkers looking to become more educated about craft beer to visit the taproom by 15% by Q3 of the 2014 fiscal year To induce new consumer trials of OBCs beer and visits to the taproom among Florida residents by 10% by Q3 of the 2014 fiscal year Distribution To increase the online stores (traffic and sales) by 20% by Q3 of the 2014 fiscal year To establish awareness that four of Orlando Brewings products will be available on shelves by 5% among Florida craft beer drinkers by Q3 of the 2014 fiscal year Strategy & Rationale Connexus plan for sales promotion includes two concepts: event hosting and merchandising. As a part of Connexus integrated marketing communications plan, these concepts will help accomplish our campaigns goals. We believe these objectives are feasible, because our research shows that the target market will be attracted to the following ideas. The purpose of these private taste-tasting kits is to give the consumers something a little different to go along with the Orlando Brewing Company experience. This will also push the ideals of educating the public, while at the same time generating some more sales, pushing the customer to buy the beer they would like to sample with family and friends. This will lead to new customers that otherwise would not have heard of Orlando Brewing Company.
EXECUTIONS
Private Taste Testings The Orlando Brewing Companys private taste testing kit that our team has devised will include various branded items allowing the customer to recreate beer tastings from the comfort of their own home with friends. The kit will include small plastic cups with the new Orlando Brewing Company logo, beer description cards, host guidelines and branded napkins. This kit will cost no more than ten dollars. Upon purchase, customers will receive a 50% discount on their first case of beer. It will also be available to the online E-store for purchase as well.
Coming Out of the Cooler The Coming Out of the Cooler Party will be a celebration held at the Taproom for the launch of the four Orlando Brewing Company beers state-wide. The event will be promoted among Taproom visitors with flyers, posters, social media, press outreach and word-ofmouth. Strong promotion via these outlets would capture the interest of people outside Orlando and generate further buzz. Connexus recommends charging attendants a $10 admission fee that will include small samples of the four beers and a branded mug. At the event, there will be live music, and all OBC beers available on draft for visitors to buy. Because the event would take place during a Saturday afternoon through later in the night, we recommend booking a food truck in the establishment to retain visitors for longer, and keep them satiated! Also, as previously mentioned, there should be actors dressed as the historical figures from the Brewing Craft Beer History campaign (e.g. Abeerham Lincoln or Beerjamin Franklin).
Merchandising Connexus suggests using the rebranded and promotional items to stimulate more interest in the brand and gain more exposure, through online and Taproom sales. In addition, we recommend giving away free branded merchandise to retailers carrying Orlando Brewing Company products, and to their employees, as a well meaning pat on the back. Encouraging employees to wear and use the merchandise while working will not only establish good relations with other businesses, but we will also gain more exposure at the point of sale level. Being top of mind for consumers is key! Contest As part of our Brewing Craft Beer History campaign, we will feature a contest via social media to encourage our audience to interact with the campaign and brand. Through Facebook and Twitter, we will invite our audience to come up with a historical figure they would like to see come back to taste OBC beers and to make a twist to their names. The most original submissions will receive a prize, and ideally see their character implemented in marketing efforts.
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MEDIA PLAN
OVERVIEW
Connexus channels: online media plan includes digital and the maximization of each of the following magazines, media, outdoor newspapers, email
MEDIA PLAN & BUDGET

KEY MEDIA
Magazines Orlando Magazine Tallahassee Magazine City and Shore Blu Tampa Bay Jacksonville Magazine Online Newspapers Orlandosentinel.com (Orlando Sentinel) Sun-sentinel.com (South Florida Sun-Sentinel) Tampabay.com (The Tampa Bay Times) Jacksonville.com (Florida Times-Union) Online Websites Pandora.com Expedia.com Travelocity.com Outdoor Billboards Interstate 4: Downtown Orlando Orlando: Church Street, Wall Street
advertisements. Considering the $100,000 budget, we sought to utilize the media in the most efficient way. In order to stay within this budget, we had to emit television from the plan, due to its inherently higher costs to reach the best audience. In our proposal, we used approximately $93,150, leaving out $6,850 as contingency funds for the year.
Figure 1F, Budget Breakdown
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PROBLEMS
The main problem for this media plan is the limited budget. With restricted funds, our list of media options is narrowed down, and TV is completely eliminated due to high costs. As a result, we had to adjust our media and select vehicles that would accommodate for the clients budget. Another problem along that line is that the target market is largely unaware of Orlando Brewing Companys existence, so a large amount of money will be necessary to get their attention and acknowledgement. Our target market is already bombarded by advertisements, and the media landscape is extremely cluttered. Breaking through the clutter will prove to be a difficult, yet manageable challenge. Also, the campaigns target market includes a very broad geographic range of consumers across the state events of and Florida; therefore, the executing coordinating
OBJECTIVES
Statistically, only about 5% of the American population drinks craft beer. Our ideal goal in this campaign is to reach 10% of the Orlando market and 3-5% of Tampa and Jacksonville (two of the larger target metro areas), and then smaller percentages of the target areas farther from Orlando. These estimates include the designated cities, as well as their surrounding metropolitan area. We would like to obtain these percentages from our target areas: 10% of Orlandos population of 1,451,401 5% of Tampas population of 2,185,173 5% of Jacksonvilles population of 1,328,144 (Turner, par. 2) 3% of Miamis population of 2,540,766 3% of West Palms population of 1,335,187 3% of Fort Lauderdales population of 1,780,172 3% of Tallahassees population of 277,971
*All data retrieved from U.S. Census Bureaus 2010 estimates, unless otherwise noted.
campaign consistently across the board will be a complex process. Another issue is that because Orlando Brewing Company does not currently have a consistent brand image, creating consistency in all facets of media will be an expensive goal to achieve. To overcome all these problems, Connexus will have to be very efficient and effective with the clients media budget by selecting media and executing advertisements that will cover both distribution and the Taproom simultaneously.
There are approximately 10.8 million people total in these target metropolitan areas. With this plan, we will reach approximately 458,771 people through our advertising placements. We will reach our target market an average of once per month, and utilize magazines, online newspapers, banner ads, outdoor advertising and email marketing.
Figure 2E, Media Flow Chart
January
Orlando Magazine Tallahassee Magazine City and Shore BLU Tampa Bay Jacksonville Magazine Local Banners Billboard 1 Billboard 2 Online Newspapers Travelocity Expedia Pandora Email Merchandise
February
March
Orlando Brewing Company Media Flow Chart

April May June July August
September
October
November
December
Print
Outdoor
Digital
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STRATEGIES
Connexus strategy is to focus increased media spending on peak months during the next year. The ranked order from the highest to lowest media spending are as follows: June to August, due to the anticipated launch of the packaged beer and Fourth of July; September to November, which includes heavier marketing during the month of October for Oktoberfest; March to May, due to Orlando Brewing Companys anniversary; and December to February. Advertising will increase awareness of
audience into trying the OBC product at their local bar or buying it at the grocery store. The banner ads will help reach the target audience surrounding the Orlando area and beyond. Email marketing will be significant in maintaining their new and existing customers. These emails will be sent through MailChimp, email marketing software that allows OBC to easily design newsletter templates and keep track of subscriber results. Email content can include monthly events, new beer flavors and other current news about the OBC Taproom. Internet Radio will be utilized, because it was found to be more effective for our target audience than traditional radio advertising. We decided to implement ads on Pandora Radio, because the majority of our target audience is young, working and constantly connected online. During work, many listen to online radio at their desk. The online radio ads will be used to drive listeners to the local Taproom. This is a prime situation where they will hear our ads that can be customized according to music genre. The media plan will concentrate on the following markets and their surrounding metropolitan areas: Miami, West Palm Beach, Fort Lauderdale, Tampa, Orlando, Jacksonville and Tallahassee.
Orlando Brewing Company and solidify their new branding as it is launched. It will also draw attention to their Taproom and encourage visitors to stop by. The media plan will utilize local and regional magazines that the target audience reads to reach consumers close to Orlando, as well as within the Florida region. Magazine ads will create awareness for readers about Orlando Brewing Company. Digital outlets being used include online newspapers, banner ads, email marketing and Pandora Radio ads. Because the target market is highly techsavvy, they already maintain a high online presence and consume their news online. These ads will promote the OBC brand. Banner ads will be placed on websites that the target audience frequents. It will lure the
RATIONALE
Magazines Provides the highest quality for print advertisements Our target audience consumes this media constantly and continuously Magazines have the ability to target certain months and peak times Magazines advertisements can change every issue to target different markets Very good shelf-life and pass-along rate According to MRI, this medium has a strong presence among heavy users within the demographic Online Newspapers Our target market seeks online newspapers more frequently than print newspapers Advertisements can be effectively measured There is a high level of exposure for these advertisements Advertisements can be changed and updated frequently Orlando Brewing Company can specifically target its market
Outdoor Advertisements High exposure rate OBC can reach a large audience in target areas Advertisements can reinvent the brand image and provide consistency Downtown Orlando flag pole banners will provide local exposure and talking points Digital Affordable Target markets are heavy Internet users, as backed by research Digital can drive consumers to website and increase word-of-mouth Can also be highly targeted Freedom to advertise in key months This medium is measurable
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BUDGET ANALYSIS
OVERVIEW
As previously stated, Connexus was given a budget of $100,000 and used approximately $93,150, leaving out $6,850 as contingency funds for the year. The media weve decided to use include magazines, online newspapers, banner ads, outdoor advertising and email marketing. As shown in Figure 3E, most of the funds were dedicated to magazines and online newspapers to create awareness statewide of Orlando Brewing Company.
INCREASING THE BUDGET

Moving forward, Connexus believes it is essential to increase the media budget to have a greater effect on its advertising. Orlando Brewing Company can do this in a variety of ways. First, we believe that a small percentage of merchandise sales revenue can be moved into the media budget, thus allowing the company to reinvest into itself. Another great way to create more funds would be to charge small fees for event entrance, and use profits to also increase the marketing budget. Although these ideas seem simple and small, they could lead to a larger increase of money for the year that previously would not have been available.
Figure 3E, Monthly Media Expenditure
COMBINED EVALUATIONS OF PLANS

DIGITAL
Website, Social and Banners Google Analytics will be used to measure all aspects of online activity, including website visitor activity, social media referrals and banner ads performance. The platform will allow OBC to see how visitors reach and use their website. Googles Conversion Analytics Suite is a sub-category that delves deeper into page views and combines all company digital outlets to measure exactly how many of the visitors played videos, follow visitor conversion paths and more. In addition to Google Analytics, other social media analytics tools will be used to measure OBCs online presence. Facebook Analytics monitors likes and other social interaction. Twitter Web Analytics measures how much traffic Twitter has sent to OBCs website, shared tweets and tweet effectiveness. Also, YouTubes effectiveness may be measured by setting up a Google Analytics account through OBCs Brand channel to directly view progress. Email Marketing Google Analytics will be used simultaneously with MailChimp, an emailing platform that allows companies to follow subscriber activity and integrate across other media, in order to measure email. MailChimp enables companies to track who is opening and interacting with emails. In addition, this service gives insight to subscribers social media activity and website traffic statistics. Print Media Through magazine publishers, Orlando Brewing Company will be able to measure the amount of people that they reach. Magazines contain circulation statistics that make it easy for companies to measure their reach. In addition, social media analytics will measure the strength in OBCs message and brand awareness throughout the Florida region. For the local campaign, success can be measured by the number of customers that enter the Taproom and are questioned by how they heard of Orlando Brewing Company. Internet Radio Pandora Internet Radio will be measured through Triton Digital, certified by the Media Rating Council. Metrics comparable to those of traditional radio will be measured by Triton. The method used is through a census approach, where their server is notified when people are listening online. Smartphone App We will measure the smartphone application activity by monitoring how many people download the app and tracking how users interface with its offerings. For example, we will track the beers that people log, in addition to the mug shots posted to social outlets.
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ADDTIONAL RECOMMENDATIONS
OUTDOOR
Billboards and Banners To measure the success of our billboards, The Traffic Audit Bureau (TAB) for Media Measurement Inc. is an effective tool for monitoring precise data for outdoor media. TAB is an independent auditor that tracks circulation and provides quantitative audience information through their out-ofhome ratings measurement system. TAB ratings are standardized and have been voted as the currency of out-of-home measurement. Its inception has allowed this OOH to also be compared across all other forms of media. Along with TAB ratings, traffic statistics will be used in conjunction to ensure completeness. OBCs local outdoor Taproom campaign, which consists of lamp post banners, will also be measured by TAB ratings and foot traffic statistics. In addition, surveys will be conducted for those entering the Taproom to determine how many customers saw the banners.
TAPROOM
Beerism Posters We have also designed beerism posters to be placed in the Taproom. These amusing quotes about beer can be hung throughout the Taproom as decoration that reflects Orlando Brewing Companys fun, beerenthusiast personality.
DISCOUNT WEBSITES
Connexus recommends that OBC continue to work with Groupon and Living Social to promote deals on their Beer School, as well as drink specials within the Taproom and E-store merchandise. Groupon and Living Social not only bring people on site, but also encourage people to try their product. It is an advertising tool that will also increase brand awareness to subscribers who simply view the email. Thus, OBC gains exposure and sales simultaneously.
YOUTUBE CHANNEL
In addition to the Orlando Brewing Company educational video series, Connexus suggests other videos be posted onto the YouTube channel for further brand exposure. It would prove beneficial for OBC to feature video footage from events that take place at the Taproom and around the state of Florida. YouTube will allow the brand to be seen beyond Orlando, and entice viewers to taste their product.
SEARCH ENGINE OPTIMIZATION

Search Engine Optimization (SEO) is technical practice allowing for websites to organically appear higher in search engine results. Currently, OrlandoBrewing.com does not appear in the first ten pages of unpaid results when Orlando beer is searched. Increased visibility through engines such as Google, Bing and Yahoo, will boost website traffic, e-store sales, and ultimately Taproom business as well. Connexus recommends that Orlando Brewing Company take the following steps with the webmaster to implement a sound SEO strategy.
Infuse Keyword Meta Tags The sites current code make-up is not search spider-friendly, meaning engines cannot optimally index the keywords and content. The meta data in OrlandoBrewing.com does not include any keywords, which is a big missed opportunity. Its not recommended to have a long list of keywords, because spiders prefer indexing a shorter, more relevant list of key terms supplementing content on the site. Therefore, we recommend the following keywords for the sites homepage coding to maximize searchability: organic beer, Orlando beer, Orlando brewery, Florida craft beer, Florida brewery, organic brewery This is our proposed code: <meta name=keywords content= organic beer, Orlando beer, Orlando brewery, Florida craft beer, Florida brewery, organic brewery/> Backlinks SEO relies heavily on making sure a websites content is relevant and trustworthy. We recommend that Orlando Brewing links to other pages on its own site, interconnecting the content and encouraging more clicks and spider crawls. Doing this closes the circle, allowing the site to be higher in search results. Also, having other reliable websites, like Orlando Beer Guide.com, FloridaBeerFestivals.com and BeerAdvocate. com, link to the Orlando Brewing Company site will cause the search engines to deem the material more important. All social media profiles should also link to OrlandoBrewing.com.
REFINE TAGS
The following are the essential tags for SEO: Title- Max at a total of 70 characters, and include the title of the page with the brand name. (e.g. Florida Organic beer | Home | Orlando Brewing Company) Description- Max at 160 characters, and include a summary of the pages content. This is what users will see under the result link in their search engine. Keywords- Each page should have around 10-20 keywords, totaling no more than 900 characters. Keywords should not be a random list of words, but rather relate closely to content on the site. Imagine what words searchers will type into their engines.
Additional Recommendations
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Figure 4E, Beerism Poster
Additional Recommendations
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BIBLIOGRAPHY
Ashley. Inside the Tap Room: Interview with John Cheek of Orlando Brewery. Business Beware Show. N.p., 15 Sep 2011. Web. 28 Jan 2013. <http://www.businessbewareshow. com/2011/09/15/inside-the-tap-room-interview-with-john-cheek-of-orlando brewery>. Bold City Brewery. N.p., n.d. Web. 20 Jan 2013. <www.boldcitybrewery.com>. Brewers Association. Craft Beer. N.p., Nov 2012. Web. 05 Feb 2013. <http:// academic.mintel.com.lp.hscl.ufl.edu/display/644703/>. Bulik, Beth S. What Your Taste in Beer Says About You. Update Your User Profile. AdAge, 2 Nov 2009. Web. 26 Jan 2013.
Cigar City Brewing. N.p., n.d. Web. 20 Jan 2013. <www.cigarcitybrewing.com>. Definition of Craft Beer. Merriam-Webster. Merriam-Webster, 2013. Web. 05 Feb 2013. Downtown Orlando Demographics 2011. Digital image. DowntownOrlando.com. Metro Orlando Economic Development Commission, n.d. Web. 28 Jan 2013. <http://www. downtownorlando.com/site/uploads/2012/06/2011-Downtown-Demographics. pdf>. Facebook. Bold City Brewery. Web. 20 January 2013. <http://www.facebook.com/pages/ Bold-City-Brewery/54391921191>. Facebook. Cigar City Brewing. Web. 20 January 2013. <http://www.facebook.com/ cigarcitybeer>. Facebook. Swamphead Brewery. Web. 20 January 2013. <http://www.facebook.com/ SwampHead>. Fall 2011 Product: Beverages Super Premium Domestic Beer/Ale. MediaMark Reporter MRI+. Web. 26 Jan 2013.
Bibliography
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Gosselin, Maia M. Hip to Sip. The New Beer Consumer, Millennials: Night Club and Bar Magazine, 6 Aug 2010. Web. 26 Jan 2013.
Green, Amy. Orlando Brewing Serves up Organic Beer. Weblog post. Mother Nature Network. N.p., 29 Dec 2009. Web. 28 Jan 2013. <http://www.mnn.com/food/ beverages/stories/orlando-brewing-serves-up-organic-beer>. New Belgium Brewing. New Belgium Brewing. N.p., n.d. Web. 30 Jan 2013. <http://www. newbelgium.com/glass-that-gives.aspx>. Orlando Brewing Company Launches Oktoberfest Celebration Starting Saturday. Around Osceola. N.p., 20 Sept. 2011. Web. 28 Jan 2013. <http://www.aroundosceola. com/index.php?view=article&id=9898:orlando-brewing-co-launches-oktoberfest celebration-starting-saturday&option=com_content&catid=20&Itemid=59>. Orlando Brewing. FloriBrew. N.p., n.d. Web. 28 Jan 2013. <http://www.floribrew.com/ index.php/reviews/orlando-brewing.html>. Samuel Adams. - Americas World Class Beer. N.p., n.d. Web. 30 Jan 2013. <http://www. samueladams.com/index.aspx>. Sierra Nevada. Sierra Nevada. N.p., n.d. Web. 30 Jan 2013. <http://www.sierranevada. com/>. Spyker, Marisa. So Many Breweries, So Little Time. The Florida Beer Drinkers Association. Uf Interative Media Lab, 2007. Web. 28 Jan 2013. <http://iml.jou.ufl.edu/projects/ fall07/Spyker/html%20pages/brewery.html>. Swamphead Brewery. N.p., n.d. Web. 20 Jan 2013. <www.swamphead.com>. Today Is Final Day of 5th Annual Ella Fest 2011. The Daily City. N.p., 02 Oct 2011. Web. 28 Jan 2013. <http://www.thedailycity.com/2011/10/today-is-final-day-of-5th annual-ella.html>.
Turner, Kevin. Census Estimates Show Jacksonville Metro Area Gaining Population. Jacksonville.com. The Florida Times-Union, 25 Mar 2010. Web. 28 Feb 2013.
Walker, Mason. Organic Beer Industry Flourishes. SustainableBusinessOregon.com. Portland Business Journal, 8 May 2011. Web. 27 Jan 2013. <http:// www.sustainablebusinessoregon.com/articles/2010/06/organic_beer_industry_ flourishing.html?page=all>. Zegler, Jennifer. Beer US - December 2012. Mintel Group Ltd., Dec 2012. Web. 28 Jan 2013. <http://academic.mintel.com.lp.hscl.ufl.edu/display/590816/>.
Zegler, Jennifer. Craft Beer US - 2012. Mintel Group Ltd., Nov 2012. Web. 28 Jan 2013. <http://academic.mintel.com.lp.hscl.ufl.edu/display/644721/>.
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Orlando Brewing Company Campaign

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Connexus

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The concept is just the core.

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PR & SALES PROMOTION

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Figure 1A, Situation Analysis

Figure 2A, Situation Analysis

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Figure 3A, Situation Analysis

Figure 4A, Situation Analysis

Organic European Pilz This European-style Pilsner lager is a medium-

Anisocoria is Orlando Brewing Companys single malt, barley wine.

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Figure 5A, Situation Analysis

Figure 6A, Situation Analysis

CURRENT & PAST

WEBSITE & NEWSLETTER

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BRANDING & MERCHANDISE

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Figure 11A, St. Patricks Day Advertisement

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Figure 12A, Situation Analysis

Figure 13A, Situation Analysis

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Figure 14A, Situation Analysis

Figure 15A, Situation Analysis

Boston Beer Company

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Sierra Nevada Brewing

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New Belgium Brewing Company

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Cigar City Brewery

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Bold City Brewery

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Figure 1B, Research

Figure 2B, Research

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Figure 3B, Research

1) Craft beer drinkers value taste the most.

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Figure 3C, Loyal Locals

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ADVERTISING STRATEGIES & RATIONALE

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Figure 3D, Black and White Logo

Figure 2D, Color Logo

Figure 4D, Goldie Hops Blonde Ale

Figure 5D, Otown Brown Ale

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Figure 6D, I-4 India Pale Ale

Figure 7D, Right on Red Irish Red Ale