Pateros Creek Brewery Phase 1 - Research

Client Profile On June 11, 2011 Steve Jones and his father opened Pateros Creek Brewery. Steve proposed this business venture to his father in 2008. In October 2010, the first beer was brewed on a contract basis, with Steves friend, at Grimm Brothers Brewhouse in Loveland. Their main idea is to focus on local history and local ideals to reach out to the community in a different way. Pateros Creek Brewery provides a variety of distinctive beers compared to many other equal sized breweries in Fort Collins. Although their brewery is pleasing to the customers taste, and customer friendly, their biggest issue is that they are not as widely known as they could be. Some of the factors might be their location, not enough social exposure, or an inadequate means of promotion for their beer and their business. Specifically they have minimal traditional media presence. The fan base difference between themselves and breweries like New Belgium and Odell brewery prove this point. Social Media The company has a fair amount social media presence relative to its size and theres room for growth. With consistent updates and brewery information, its social media pages inform the public well. Pateros Creek Brewery also has room to grow in its fan base. Where the Facebook page has over 3 thousand followers, other local microbreweries have fan bases ranging from 6 thousand to 11 thousand. Media Presence Pateros Creek Brewery has prior exposure through 5280 Magazine, the Coloradoan, the Denver Post, Beer Advocate, Fermentedly Challenged, Beer Street Journal and Beer Spot. Events Participation Pateros Creek also has several small weekly events such as Comedy Nights to encourage people to come in and drink. The owner of the brewery actually holds annual celebration of his birthday called Stevetoberfest to involve the customers in the brewerys activities Last year they had a blog that was dedicated to the Outlaw Contest, in which the staff experimented with creating new beers. This particular event did not include customers, but one could say that the staff is dedicated to being creative and to inspire their own personal creations for customers to enjoy. The most recent event Pateros has participated in was Bounty and Brews, October 26,

however, the company has not made significant exposure in other popular local events like Tour De Fat and the Zombie Crawl. Customer Feedback People are saying that Its a nice small place where people can relax There is comedy (show) on Fridays. Very Friendly . People on yelp are a little sad; Pateros tries to emphasize a variety, but apparently they only have variety that serves their tastes, and not customers. High Rating on 4 square From feedback of customers on Ratebeer, Pateros Creek Brewing Co. has received decent ratings from across the board, with 67% in beer quality and 79% in customer satisfaction. Not only does the beer bring customers in, but the inviting atmosphere and friendly staff create Pateros Creek as the perfect hang out spot. Pateros creek also provides live music, which is a favorite of bar patrons. Pateros Creek Brewing Co. received a substantial amount of positive feedback on their beer, the vibe and the staff. For example, customers complimented the variety of beer and other food provided in the brewery, saying they are distinctive and of good quality. Others added that they felt happy with both the employees and the owners. However, several customers at Pateros Creek said the venue was tiny for large groups of people to gather and have fun, though the staff was helpful. In addition, some customers complained about the location of the brewery it is isolated from the areas where wellknown breweries are located. This is negative for Pateros Creek since new customers could get confused with the location, wondering whether or not they have arrived at their destination. Competitors Fort Collins has many brewing companies; the two most outstanding competitors are Odell Brewing Co. and Black Bottle Brewing Co. Odell Brewing One of the largest breweries and with two famous perfect beer recipes 90 Shilling Easy Street Wheat Signed a multi-year contract with the Colorado Rapids of Major League Soccer This will make 90 Shilling and Odell IPA available at Dicks Sporting Goods Park. Black Bottle Brewing Co. Have a very extensive selection of other fantastic craft beer on tap Nice staff, nice service

 The beer is excellent Open one year later, but it got more attention than Pateros Creek did, while their Facebook fans are about 7,000 people and Pateros only have approximately 3,000 fans. SWOT Analysis Strengths Client known for good service High ratings on beer and food Active on Facebook and Twitter Has pre-established events - Owners birthday party - Geeks who Drink Implementing games that could make bar appeal to a younger audience Upfront with Nutritional information - Establishing consumer confidence Taken steps toward brand expansion Weakness Location Community involvement with company is limited Not well known within Fort Collins Not included with breweries that participate in local activities - Beer Bikes - Tour De Fat

Opportunity Room for growth within the social media spectrum Expansion of business through 5280 exposure - Creating press kits to enhance 5280 ratings and attract local interest Take advantage of beer distribution opportunities - Beer Truck Cross collaboration with coffee shops to create a unique coffee beer

Threats Overshadowed by larger breweries in the area Potential legal problems with under age drinking Small Space -- Limited room to expand Bar Loyalty or Beer Loyalty

SWOT A deeper analysis Strengths Pateros Creek brewery has high ratings on yelp for excellent customer service and great beer. This is a strength of Pateros Creek Brewery because they are creating loyal patrons. Social Media sites are continually updated on platforms such as Facebook and Twitter. Pateros Creek has two pre-existing events that could help lure patrons in. Geeks Who Drink and the birthday party of the owner. Games such as corn-hole have been implemented around the bar. This could help bring in a younger crowd. Pateros Creek is very upfront with the nutritional information for their beer, this could help to build consumer confidence and displays the honesty of the brewery. Currently they have been attempting to expand the brand through distribution rights of the beer and getting the beer distributed to other states. Weakness The location of the bar is not ideal being just out of Old Town away from the majority of the bars in the Fort Collins Pateros Creek has limited community involvement, although they host events specific to the identity of Pateros Creek they are not involved in community events in Fort Collins Pateros Creek is as well known among our demographic in Fort Collins in comparison to the other breweries and bars in the area. Pateros Creek is not participating in local business ventures that could help expand their name and provide marketing. An example of this is that the beer bikes do not stop at the brewery. Opportunity Although active on social media, there is room to grow. This would involve increasing the social media platforms they are on as well as follower-ship on Facebook and Twitter Due to recent exposure in 5280 this creates plenty of room for expansion. Using this article as a springboard, media kits could be created that highlight and honor the brewery for being featured as well as harp on the fact that they are a local business here in Fort Collins being acknowledged on a state wide spectrum. Taking advantage of beer distribution opportunities such as a beer truck. The beer truck would deliver Pateros Creek beer at the residences of their patrons. Working with local coffee shops to create a coffee beer this could draw in the demographic of coffee lovers. Jump on the going green initiative within Fort Collins and promote the recycling of beer cans or beer bottles. This could appeal to another demographic Threats Larger breweries within the Fort Collins area overshadow Pateros Creek, this could potentially inhibit their ability to expand due to intensified competition.

 Legal problems could potentially arise if the bar was illegally selling beers to minors. Pateros Creek is a smaller brewery that has limited space. There may not be enough room within their current building to handle an increase in bar patrons. Consumers within the Fort Collins area may not be willing to try a new bar due to brand loyalty or as bar loyalty

Problem/Opportunity Statement
There are approximately 20 breweries found in Northern Colorado, 10 of which are located right here in Fort Collins. Some of the much more prominent breweries such as New Belgium and Odell get majority of the attention, while smaller and newer breweries offering a different experience sometimes go unnoticed. With the growth and expansion of breweries and microbreweries in the surrounding area, Fort Collins has quickly become a destination of interest for beer drinkers everywhere. One of the smaller microbreweries that opened in 2008 is Pateros Creek Brewing Company. Although some may see the growing number of new breweries in Fort Collins as an issue for a relatively small business like Pateros Creek, we see this as an opportunity for growth. We are interested in improving awareness and attendance of Pateros Creek both locally and regionally as a prominent brewery in Northern Colorado. Our campaign will make Pateros Creek a household name within Fort Collins in line with the other larger breweries in Fort Collins.

Research Sources
http://pateroscreekbrewing.com/pcbc/blog http://www.yelp.com/biz/pateros-creek-brewing-co-fort-collins https://www.facebook.com/events/510280262344178/ https://foursquare.com/v/pateros-creek-brewingcompany/4d19161bbb64224b1e17cc65 http://www.ratebeer.com/p/pateros-creek-brewing-company/21705/ http://thefullpint.com/beer-news/pateros-creek-brewing-and-ti http://www.coloradoan.com/viewart/20131015/ENTERTAINMENT03/310150044/Boun ty-Brews-dinner-features-farm-fork-farevoli-distributing-announce-distributionagreement/ http://blackbottlebrewery.com/BBB/about/ http://beeradvocate.com/beer/profile/24671/?view=beerfly&sort=low&start=0 http://m.yelp.com/biz/pateros-creek-brewing-co-fort-collinsq

Phase 2 - Audiences
Goal
To increase the awareness and attendance of Pateros Creek Brewery among 21-24 year old Fort Collins residents, while differentiating the brewery from others in the Fort Collins

area. Research Pateros Creek Brewerys Facebook page has a strong fanbase of 25 to 44 year olds, but only 8% of their fanbase is 18 to 24 year olds. Primary Audience Our primary audience is 21-24 year old Fort Collins residents. We chose this age group specifically based on Pateros Facebook demographics. We want to increase the awareness and attendance among the younger age group. The college crowd is strong in Old Town, Fort Collins, and increasing their awareness of the brewery would certainly increase attendance at Pateros Creek. Events and giveaways will receive attention of the target audience and ultimately help achieve our goals. Key Message Pateros Creek has a comfortable atmosphere where people can feel at home. The employees create new brews, just for their customers to enjoy. Objectives To increase the social media fan base of Pateros Creek by 20%, or 600 likes, over the two month period of the campaign. To increase attendance by 25% through social media incentives, including Facebook and Twitter, and the holiday beer event over the period of the campaign. Intervening Audience Our intervening audience is the media. Specifically, the Collegian, KCSU, CTV, the Coloradoan, Denver Post and 5280 Magazine. We chose mostly local media because Pateros Creek is a smaller brewery that the regular Old Town visitors would enjoy if they were aware of it. We chose 5280 because Pateros has previously been featured in the magazine and further publicity through the major name of 5280 would increase the publics awareness of Pateros. Media is the most efficient way to build up the name of Pateros Creek Brewery because positive attention from the media will increase their overall public presence. Objectives To have two articles in the Coloradoan, the first by December 6 and the second after the event. To be mentioned on KCSU and CTV prior to the event, by December 8. To have the holiday event covered by 5280, with an article published within the week of the event.

Phase 3 - Timeline and Budget

Timeline
Date Oct. 25th Oct. 26th Oct. 29th Oct. 29th Oct. 31st Nov. 1st Nov. 1st Nov. 5th Nov. 6th Nov. 13th Nov. 14th Nov. 18th Nov. 18th Nov. 19th Nov. 25th Dec. 2nd Dec. 9th Dec. 11th Dec. 12th Task Create Coaster Design Send design over to client for approval Get design approval from client Order Coasters Hand out Coasters on plaza and in old town Kick-off social media like promotion on Facebook Draft flier and send to client Fliers approved by client Fliers placed around campus and on the plaza Media Kit drafted Media Kit sent to client Media Kit approved by client Press release drafted Press release sent to client Client approves media kit Press Release sent to media, media pitch Media Kit sent to media, media pitch Media Alert EVENT! Holiday Beer Tasting Responsible Party Firm Firm Client Firm Firm Firm Firm Pateros Creek Firm Firm Firm Pateros Creek Firm Firm Pateros Creek Firm Firm Firm Firm and Pateros Creek

Dec. 19th

Evaluation of Campaign Cost per Item $0.30 $8.00/hour Total Projected $150.00 (0.30*500) $192.00 (4 people handing out on plaza * 2 hours a day * 3 days) $450.00

Firm Sponsored Credit $0.00 $192.00 (interns) Actual Projected 150.00 + Tax $192.00

Budget
Tactic Coasters Coaster Distributors

Creation of Facebook page promotion Window Cling Promotional TShirts Flyer tear offs, Printing Creation of flyer Distribution of flyers News Release Media Alert Event Planning and organizing for Holiday Brew Event Media Kit Press release, coasters & tshirt (production &

Creation: $300.00 Printing: $150.00 $5.00 $0.04 $100.00/hour $8.00/hour

$0.00

$450.00

$1250.00 (250 Tshirts) $6.00 $200.00 (2 hours) $64.00 (4 people * 2 hours) $1600.00 $1000.00 $14,450.00 15,000.00

$0.00 $0.00 $0.00 $64.00 (interns) $0.00 $0.00 $0.00

$1250.00 + tax $6.00 $200.00 $0.00

$1600.00 $1000.00 14,450 *See bottom for what price includes 1,700

$1600.00 $1000.00 $15,000.00

$1,700.00

$0.00

$1,700.00

distribution) Total $21,548.00

*Development of remarks, coordination of logistics, on-site staffing, development of a runof-show, media credentials, photographer

Phase 4 - Evaluation
Sales will be compared before and after the campaign to determine success Compare the Facebook demographics before and after the campaign The amount of coupons that were brought back to Pateros Creek and used Survey and record the amount of customers that attend the holiday brew tasting event Number of media story and audience reach, along with ad rate equivalencies to media exposure we received