1

Public Relations Plan:

7 Hills Brewing Company

By: Jenna Erickson, Rachel Kula, Lucas Tully, Alex Meyer, &
Hanna Burgmeier

May 9, 2017
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Contents

EXECUTIVE SUMMARY ........................................................................................................................ 3

RESEARCH & SITUATION ANALYSIS ............................................................................................... 4
SWOT ANALYSIS ..................................................................................................................................... 5
AUDIENCE ............................................................................................................................................... 10
OBJECTIVES ........................................................................................................................................... 11
STRATEGY............................................................................................................................................... 12
TACTICS ................................................................................................................................................... 13
BUDGET.................................................................................................................................................... 14
CALENDAR .............................................................................................................................................. 15
EVALUATION ......................................................................................................................................... 16
Appendix A – Press Release Template .................................................................................................... 17
Appendix B – Fact Sheet Template ......................................................................................................... 18
Appendix C – Blog Post Template ........................................................................................................... 19
Appendix D – Radio Advertisement ........................................................................................................ 20
Appendix E – Video Advertisement Ideas .............................................................................................. 21
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EXECUTIVE SUMMARY

The aim of this public relations campaign is to promote the opening of the 7 Hills Brewing
Company and raise awareness throughout the Tri-State area. This campaign serves to establish
the brand using social media and various other promotional tactics, such as radio commercials
and press releases to news outlets in the greater Dubuque area. Through preliminary research we
conducted, it appears that the Tri-State area in general is unaware of the new microbrewery
coming to Dubuque in early July 2017. This campaign is meant to bring awareness to the
opening.
Because the target audience for this campaign ranges from 25 to 75 years old, the campaign
strategies and tactics will incorporate both traditional and new media in order to get the message
to each age group.
A large portion of the budget will be allocated to the radio commercials and the promotional
video because they are the costliest tools. Boosting social media posts will be a crucial part of the
plan but will be cost effective and therefore will not use a significant amount of the budget.
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RESEARCH & SITUATION ANALYSIS

The reason for this public relations campaign is to raise awareness in Dubuque of the arrival of 7
Hills Brewing Company and its opening in early July 2017. 7 Hills Brewing Company is
currently under construction downtown in the Historic Millwork District and wants to implement
a public relations campaign for its opening. The brewery will brew about seven beers year-round,
with specialty and seasonal beers rounding out the selection. It will have a tap room and serve a
limited menu of pub food. Owner Keith Gutierrez is working with a skilled team of individuals
on the project, including a chef and a certified brew master. This campaign is focused on raising
awareness of the brewery in the Dubuque community during the rest of the construction process
and leading up to opening day.
Regarding current promotional tactics, the brewery’s presence on social media is limited, and
therefore can be expanded through the use of additional social media platforms. The brewery
also does not have a set mission or motto that is consistent among all promotional platforms. 7
Hills Brewing Company views itself as a microbrewery and restaurant dedicated to bringing
good brew, good food, and good times to the city of Dubuque. However, there is an opportunity
to specify the mission or motto of the brewery and make it consistent among all platforms used
for promotion so potential customers are constantly made aware of all that the brewery has to
offer them.
Lastly, besides the current beer tastings held every two weeks, the brewery does not have many
promotional tactics, plans, or events set up for the promotion of the opening day. These, among
other possible promotional methods, have the potential to help increase awareness of 7 Hills
Brewing Company and its opening among the community members of Dubuque.
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SWOT ANALYSIS

Strengths:
 There are a limited number of breweries in Dubuque
 It is located in the Historic Millwork District
o The Historic Millwork District is home to many different businesses; therefore, a
lot of people visit the area
 All the business partners are close friends and work well together
o Their compatibility both in and out of the brewery allows for them to collaborate
creatively and work together efficiently to realize their goals for 7 Hills
 Each business partner is skilled in a specific area
o Business owner, certified brew master, chef, graphic designer, web developer,
etc.
 The certified brew master has previous experience at Galena Brewing
 Currently present on Facebook and Instagram
o Facebook
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o Instagram
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 Logo is unique and well-designed

 Has invited a select few people to beer tastings every two weeks
 Has sold merchandise with the logo on it
 Will have a small pub menu
Weaknesses:
 It is still under construction
o Plan is to open at the beginning of July 2017, but no date is currently set
 All business partners are close friends
o Can be difficult doing business with friends and complicate matters if problems
arise
 The cost of rent is higher in the Historic Millwork District compared to other locations in
Dubuque
o Although their landlord is understanding about the challenges of opening a new
business, the cost of rent and equipment for a brewery is very high
 It can be difficult to find parking in the Historic Millwork District, which may prevent
people from accessing the brewery
 Website is not very developed
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 All social media platforms are not being utilized

o Could also be using Twitter and Snapchat
 The company does not have a lot of money right now, and therefore can’t afford to do as
much advertising
 The other bars/restaurants in the Historic Millwork District are more established
 Not nearly as established and present in the brewery industry compared to other
breweries in Dubuque
 There are few plans or tactics in place for the promotion of the brewery’s opening day
 Do not have a set/specific mission statement
o In general, 7 Hills Brewing Company is a microbrewery/restaurant dedicated to
bringing good brew, good food, and good times to the city of Dubuque
Opportunities:
 A Marriott TownePlace Suites hotel is set to be built across the street
o The hotel is expected to open in the spring of 2018
 Potential to get its beer in bars and grocery stores
o Going to work with 7G Distributing in Dubuque to try to get its beer in as many
bars as possible
o Intend to eventually work with grocers such as Hy-Vee to get its product in local
stores
 There is a room above the brewery that could potentially be used as a banquet room for
parties, receptions, etc.
 Opportunity to attend events such as Brewfest, Business Expo, etc.
o People can sample the beer, meet the crew, learn more about the brewery, etc.
 Opportunity to start using all social media platforms
o Currently using only Facebook and Instagram, and therefore can start using
Twitter and Snapchat
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 Opportunity to plan promotional tactics and events leading up to the opening of the
brewery
Threats:
 It could be difficult to get people who live on the other side of town to drive across town
and visit the brewery
 Other breweries that are or might start coming to Dubuque
o Backpocket Brewing Company, etc.
 Breweries that are already in Dubuque
o Jubeck New World Brewing, Dubuque Bier Company, Potosi, etc.
 Other restaurants in or near the Historic Millwork District that sell craft beer
o Barrel House, Brazen, River Rock, Kalmes, etc.
 Not raising enough awareness before the opening day
o Cannot afford extensive advertising
o Could result in loss of business
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AUDIENCE

The target audience for this campaign is people in the Tri-State area, ages 25 to 75. Because of
the legal drinking age requirement, the owners are not targeting a younger audience. That does
not mean that 21-24 year olds are not encouraged to go, but they are looking to create an
atmosphere geared more toward a middle-aged audience.
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OBJECTIVES

 Increase followers on Twitter from 10 to 50 by July 1, 2017.

 Increase followers on Instagram from 70 to 100 July 1, 2017.
 Increase “Likes” on Facebook from 1,111 to 1,200 by July 1, 2017.
 Once all social media sites are up, link to all the different platforms in each post.
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STRATEGY

 The primary strategy for this campaign will be to promote the opening of the brewery
in early July 2017. This will be accomplished by increasing 7 Hills’ presence on
social media, creating a promotional plan for the opening, and developing the
website.
Resources and limitations
 Time
o Keith and his staff are already very busy and working very hard so the
brewery and restaurant is ready to open. This could make it difficult to find
time to implement the strategy and future tactics.
 Money
o Because this is a new business venture, Keith and the other members of the
team do not have a huge amount of disposable cash to spend on things other
than equipment/supplies for the brewery and restaurant. This could limit the
amount of promotional work.
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TACTICS

Social Media
 Boosting Facebook posts closer to the opening of 7 Hills. This would target people in the
geographic area of Dubuque, especially those ages 30 to 45.
Website
 Link to all social media platforms
 Include a Home Page, About Us (including Mission Statement), Menu, Reservations,
Photo Gallery, and a page about the Brews (List and How To)
Writing
 Press Releases (See Appendix A)
 7 Fast Facts about 7 Hills (See Appendix B)
 Blog (See Appendix C)
Radio
 Write a 15-second advertisement that runs for the month before and two weeks after the
opening. (See Appendix D)
Video Ad
 Come up with a funny, slapstick humor idea for a video ad to be shared on social media
sites. (See Appendix E)
Soft Openings
 The owners are planning on hosting several “soft openings” for the brewery before it
opens to the public. We are able to help promote these soft openings if needed.
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BUDGET

 $5,000 in total
 Estimating that it will be about $5 per boosted post on Facebook, we would allocate
about $500 of the budget towards the initiative. Facebook is the social media platform
with the largest following, especially for the target audience for the business, so devoting
more money from the budget toward Facebook would be the most beneficial.
 We are allocating $800 dollars towards a 15-second radio advertisement on local stations.
 Owner is still in talks with a video production company for the advertisement. Because
of the uncertainty of this project, it is difficult to estimate accurately the cost of
production, but have allocated $1,500.
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CALENDAR

 The opening of 7 Hills is still to be determined, so we are planning for an opening date of
early July, 2017.
 Facebook ads will launch the month leading up to the opening, and the week after
 Press Release will be distributed two weeks before opening
 Fast Facts/Blog to be worked on them throughout life of the business
 Radio ad will launch the month leading up to the opening, and the week after
 Video ad will be created as soon as the building looks good enough and construction is
mostly finished
 Soft openings will be held during the two weeks leading up to the opening
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EVALUATION

 Monitor social media sites (Facebook, Twitter, and Instagram) daily to examine traffic
flow and engagement to determine if changes need to be made
 Keep in contact with the radio stations to determine the reach of the commercials and
assess impact
 Monitor hits on the website and the engagement to determine its effectiveness
 Assess the success of the press releases based on the response received (how many
inquiries are made, stories placed in news outlets, etc.)
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Appendix A – Press Release Template

FOR IMMEDIATE RELEASE:
CONTACT:
Contact Person
Title (if appropriate)
Company Name
Voice Phone Number
FAX Number
Email Address
Website URL
XYZ, Inc. announces widget to maximize customer response rate
Subhead can be used to provide more information and should express a complete thought
The headline is one of the most important components of the news release because it needs to "grab the attention" of
the editor/reader. Only the first word and proper nouns are capitalized. It should be formatted in bold type and a font
that is larger than the body text. Keep the headline to 80-125 characters maximum.

DUBUQUE, Iowa – Oct. 31, 2016 - Your first paragraph of the release should be written in a clear and
concise manner. The opening sentence contains the most important information; keep it to 25 words or
less. Never take for granted that the reader has read your headline. It needs to contain information that
will "entice" the reader. Remember, your story must be newsworthy and factual; don't make it a sales
pitch or it will end up in the trash.
Answer the questions "who", "what", "when", "where", "why" and "how". Your text should include
pertinent information about your product, service or event. If writing about a product, make sure to
include details on when the product is available, where it can be purchased and the cost. If you're writing
about an event, include the date, location of the event and any other pertinent information. Target your
writing to a 6th grade education level.
You should include a quote from someone that is a credible source of information; include their title or
position with the company, and why they are considered a credible source. Always include information
on any awards they have won, articles they've published or interviews they have given.
Keep your sentences and paragraphs short; a paragraph should be no more than 3-4 sentences. Your
release should be between 500 to 800 words, follow correct AP style, be formatted correctly and be spell
checked for errors. Don’t forget to proofread for grammatical errors. The mood of the release should be
factual, not hyped. Don't use a sales pitch as it will ruin your credibility with the reader.
The last paragraph before the company information should read: For additional information on [subject of
this release], contact [name] or visit www.yoururl.com. You can also include details on product
availability, trademark acknowledgment, etc. in this area of the release.
ABOUT <COMPANY> - Include a brief description of your company along with the products and
services it provides.
-- END --
###
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Appendix B – Fact Sheet Template

7 Fast Facts about 7 Hills Brewery

The following checklist is designed with the (ideal) timetable of twelve months. If
you’re planning your wedding on a shorter schedule, just start at the beginning of
the list and try to catch up as quickly as possible. Use the boxes to the left of the
items to check off tasks as you complete them

 Arrange a gathering for you and your parents.

☐ Determine budget and how expenses will be shared.

☐ Discuss the size, style, location, and scope of the wedding you want.

☐ Choose a target wedding date and time. (The actual date will depend on venue
availability.)

☐ Create a binder to store and organize ideas, worksheets, receipts, brochures, etc.

☐ Visit and reserve wedding and reception sites.

☐ Meet with your officiant.

☐ Start compiling your guest list to estimate head count. Consider budget when thinking about “must-invites” versus “nice-to-
invites.”

☐ Begin shopping for the wedding gown.

6 to 9 months prior:
☐ Choose the members of your wedding party.

☐ Enroll in wedding/shower gift registries.

☐ Hire a photographer and a videographer.

☐ Book an engagement photo session, especially if you plan to include a professional engagement picture with Save-the-Date
cards.

☐ Hire a caterer.

☐ Hire a florist.

☐ Make arrangements for music to be played at the ceremony and reception.

(Tasks might include booking a band or solo musician, hiring a DJ, choosing significant musical selections, and so on.).

☐ Reserve a block of hotel rooms for out-of-town guests. (Ask about group rates.)

☐ Send out Save-the-Date cards. (Include lodging info and maps, as possible.)

☐ Shop for wedding rings

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Appendix C – Blog Post Template

7 Hills Brewing Update

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin hendrerit fermentum fringilla.
Donec placerat egestas erat sit amet sagittis. Sed efficitur risus orci. Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Nulla iaculis aliquam ante, sit amet facilisis ligula maximus vitae.
Donec sit amet justo nulla. Nam a ante quis
mauris fringilla ornare. Phasellus enim nulla,
sollicitudin nec massa quis, dictum
malesuada turpis. Aliquam erat volutpat.
Integer feugiat fermentum ex, quis iaculis
magna. Nulla venenatis commodo sem.

Vestibulum sed eros leo. Nullam tristique

ultricies ornare. Sed eu purus sed arcu
bibendum dignissim. Mauris iaculis sem non
porta dapibus. Pellentesque porta pellentesque velit, ut iaculis turpis varius eget. Duis sed mi dui.
Suspendisse vel fringilla nisi, sodales rutrum nibh. Quisque consectetur cursus vulputate.
Vestibulum elit neque, vestibulum nec vehicula at, hendrerit vel ipsum. Cras ac imperdiet nibh.
Aliquam lacinia massa id ipsum mattis, eget pellentesque nisi laoreet. Aliquam erat volutpat.
Aenean quis accumsan eros.

Vestibulum porta placerat luctus. Maecenas bibendum posuere tortor, sed facilisis ipsum feugiat
in. Morbi volutpat metus quis aliquet dapibus. Sed vitae mauris orci. Proin in lorem leo. Nulla
iaculis sodales lacus vel fringilla. Vivamus lacinia enim lectus, ut hendrerit leo lacinia eget. Cras
vitae rutrum nulla, nec accumsan justo. Etiam aliquet nibh nec elit malesuada volutpat. Cras et
lorem vel velit fringilla placerat. Donec cursus, nunc a cursus pulvinar, orci massa blandit orci, ut
aliquam mauris enim eget libero. Phasellus at urna non velit viverra tincidunt nec in dolor.

Proin accumsan libero justo. Vestibulum rutrum porta sem fermentum interdum. Nulla
malesuada elit arcu, non eleifend lorem tincidunt at. Nunc eu lectus ipsum. Maecenas libero
libero, blandit in sollicitudin vitae, efficitur at quam. Pellentesque efficitur accumsan lobortis.
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Appendix D – Radio Advertisement

Client: 7 Hills Brewery
Title:
Length: 15 second advert
Medium: Radio

MUSIC: BACKGROUND TRACK---UP. VOLUME LOW.

ANNCR: Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

Aenean commodo ligula eget dolor. Aenean massa.

SOUND: SOUND EFFECT DESCRIPTION GOES HERE. CALL IT SOUND OR SFX.

UNDERLINED AND SINGLED SPACED.

ANNCR: Donec pede justo, fringilla vel, aliquet nec, vulputate

eget, arcu. In enim justo, rhoncus ut, imperdiet a,

venenatis vitae, justo. Nullam dictum felis eu pede

mollis pretium. Integer tincidunt.

MAN#1: Cras dapibus. Vivamus elementum semper nisi. Aenean

vulputate eleifend tellus. Aenean leo ligula!

MAN#2: Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

Aenean commodo ligula eget dolor. Aenean massa.

ANNCR: Aliquam lorem ante, dapibus in, viverra quis, feugiat a,

tellus.

MUSIC: BACKGROUND TRACK---UP. VOLUME LOW.

--- [END] ---

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Appendix E – Video Advertisement Ideas

 Dodgeball inspired ad with people throwing beer bottles instead of balls

 Everyone streaks to 7 Hills

 ALS Ice Bucket Challenge, but instead use beer