C O M 37 7, H A Y E S

CURE Communications

BEER
NUTS
04/30/20
-
CURE Communications

BEER NUTS has a reach problem...

 Table of Contents

BEER NUTS Mock Advertisement.....................................................................1

Meet the CURE..........................................................................................................2
Executive Summary..................................................................................................3
Situation Analysis.....................................................................................................4
Research.......................................................................................................................5
Key Insights.................................................................................................................6
SWOT Analysis..........................................................................................................7
Target Publics..........................................................................................................10
Key Message Platform.........................................................................................11
Objectives.................................................................................................................12
Engagement (Objective 1)..................................................................................13
Affinity (Objective 2)............................................................................................14
Awareness (Objective 3).....................................................................................15
Sales (Objective 4).................................................................................................16
Budget........................................................................................................................17
Contact.......................................................................................................................18
Appendix...................................................................................................................19
Appendix 1: Survey questions...........................................................................20
Appendix 2: Social media interaction.............................................................21
Appendix 3: Daily promotional posts.............................................................22
Appendix 4: Battle of the Beers.......................................................................23
Appendix 5: Social media guidelines .............................................................24
Appendix 6: Giveaway examples.....................................................................25
Appendix 7: Polls/Q&A examples....................................................................26
Appendix 8: Quarantine related posts..........................................................27
Appendix 9: Partnership examples.................................................................28

H3: Double click to edit

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B E E R N U TS M O C K A D C O L L A B O R AT I O N
2
Meet the CURE

Jonathan Barlas Kari Behm Josh Buford

jgbarla@ilstu.edu knbehm@ilstu.edu jlbufo1@ilstu.edu

Jonathan Frankel Tyrell McGowan Jillian Russell

jsfran2@ilstu.edu tjmcgo1@ilstu.edu jlruss1@ilstu.edu
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Executive Summary

In observing the matters faced by BEER NUTS, Cure Communications (CURE)

determined the direct problems and solutions that would be best to focus on during
uncertain times at the company.

We designed a public relations campaign to help BEER NUTS see an increase in

engagement, affinity, awareness and sales from a target market range of ages 21-50. The
following research, analysis and tactical design provide information for BEER NUTS to
better connect with their consumers and see improvements among their company.

Currently, younger generations are not as aware of or interested in BEER NUTS as older
generations are. According to CURE's research, 90% of Millennials and Generation Z say
they have never bought BEER NUTS and 38% say they would not buy BEER NUTS in the
future. BEER NUTS’ reach problem is rising and without taking measures to improve it,
they will drift farther away from younger generations and risk a larger decline in sales.
Due to CURE's significant dedication to this issue, we hope to significantly increase the
reach of BEER NUTS among Generation X, Millennials, and Generation Z while not losing
interest among Boomers.
Our agency proposes an array of a diverse range of public relations strategies and tactics
to address the problem areas that BEER NUTS is facing. We will utilize the media,
giveaways, micro-influencers, partnerships and personalized messaging in order to reach
our goal. We want the consumer to feel connected to BEER NUTS as more than just
a company and believe that these are the best ways to do so.
To increase the amount of Generation X, Millennials and Generation Z that are aware and
interested in BEER NUTS we hope to show these individuals that BEER NUTS care about
them more than just buying their product. We can increase the general affinity of the
organization and its publics for under $5,000. One way that BEER NUTS can show that
they care is by donating money or resources to COVID-19 relief funds or local hospitals.
By showcasing generosity, they will let their consumers know that they value more than
just profits.
Our team is made up of six unique and intelligent minds. Although we all are public
relations majors at Illinois State, we each bring different things to the table. Without each
person involved in this proposal, we never would have developed such diverse and strong
tactics to benefit BEER NUTS.
Through the implementation of these proposed tactics, CURE hopes to increase
engagement among consumers, affinity, awareness and sales. We have formated our
plans to be below the recommended budget and believe that within the next 3-4 months
BEER NUTS will see results. Our team and this proposal will prove to be beneficial for
BEER NUTS.

Thank you for your time and consideration. We are excited about the opportunity to put
this plan into action and help BEER NUTS become an even more successful business in
the Bloomington-Normal area.
4
Situation Analysis

BEER NUTS is a staple in the Bloomington-Normal community known for

its legendary nuts and family roots. The company started as a small shop in
1937 and has since grown into a multifaceted business, selling a variety of
nut mixes around the United States. Although they have seen success during
its illustrious history, BEER NUTS is facing a problem reaching younger
generations.

BEER NUTS has been experiencing a drop in interest among Generation X,

Millennials and Generation Z. While their original target market, Baby
Boomers, continues to stay loyal, the company fears a decline in sales
without the help of a younger public.

After conducting research, CURE Communications identified a specific

target audience that will adapt its strategies and tactics in leading BEER
NUTS to further success. We believe that men and women aged 21-50 in the
Midwest region that enjoy socializing and drinking with friends and family
and are not health-food focused are the best target audience for this
campaign.

Cure Communication’s strategies and tactics will reposition the BEER NUTS
brand and help the company unlock its true potential.
5
Re search

1 To p u r c h a s e , o r n o t . . . 2 Brand Awareness

48% said 61% said they have

they would heard of BEER NUTS,
not but only 10% have
purchase purchased products.
BEER NUTS
currently. This chart depicts the
percentage of purchases
within the 61% aware
Would NOT buy (48%)
Purchases (14.08%)
Would buy (52%) public
Aware Public (85.92%)

Social  Media 
Research Questions
3 1) How will the changes in the Boomer generation affect BEER NUTS’ new
way of messaging?

42 % use 2) What qualities does a snack need to be an essential grocery item for
consumers? What qualities do BEER NUTS already have as an essential
Facebook as grocery item for millennial homes and how can we convey that?
their most 3) How can BEER NUTS use the boundaries of the pandemic to their
prominent advantage? How have other companies adjusted their branding to the “new
norms”? How will COVID-19 affect BEER NUTS branding strategies?
social media
4) In what ways must BEER NUTS market themselves differently to
while 31.78% Millennials and Generation Z compared to how they have been marketing to
older generations like Boomers?
prefer
Instagram. 5) How does Generation X play a role in BEER NUTS’ organization? How do
they impact the economy and grocery sales?
Facebook Users (42%)
6) How does the growth of peanut allergies in America affect BEER NUTS?
Instagram Users (32%)
Other (26%) 7) How much of the Millennial and Generation Z population actually know
about BEER NUTS, and if they know, what do they think?

8) What could be the effects of BEER NUTS’ involvement with micro-

influencers? How can this elevate BEER NUTS’ presence on both social
media as well as physically in bars and stores? What are some tactics that
brewing companies utilize to market their products?
 
6 Key Insights

01
80% of women do the
02
Generation X has been
shopping for their in the workforce for
households and a majority over 20 years.
hold buying power. (F1)

03
Boomers in their 60s and
04
Generation X is more
70s are more willing to likely to prefer Facebook
try new things and adapt over any other social
to changes made by media platform. There are
companies they are loyal over 45 million Gen. X
to. (F2) users on the site today.
(F3)

F1: Nelson, A. (2019, July 17). Women Drive Majority of Consumer Purchasing and It's Time to Meet Their Needs. Retrieved April
30, 2020, from https://www.inc.com/amy-nelson/women-drive-majority-of-consumer-purchasing-its-time-to-meet-their-
needs.html
F2: Coleman, L. J., Hladikova, M., & Savelyeva, M. (2006). Papers: The Baby Boomer Market. Journal of Targeting, Measurement and
Analysis for Marketing, 14(3), 192–195. Retrieved from https://link.springer.com/content/pdf/10.1057/palgrave.jt.5740181.pdf

F3: Korynski, N. (2019, September 18). Social Media Marketing by Generation: How to Reach Your Audience. Retrieved April 29,
2020, from https://kenshoo.com/blog/social-marketing-by-generation/
7
SWOT Analysis
8
SWOT Analysis cont.
9
SWOT Analysis cont.

Keep in mind!
Our missio
n is to
assist BEE
R
NUTS in
reaching n
ew
publics
10
Target Publics

Who are we Men and women aged 21-50

targeting? in the Midwest region that

enjoy socializing and drinking
It's important to note with friends & family and are
that CURE is striving for not health-food focused.
both current and
targeted publics

Why it works: These individuals are at a

time in their lives where
socializing and fun are more
prioritized. 
Along with this, after the
The BEER NUTS brand 2020 census, there is a
wants to focus on the projected amount of over
message that they are 88,000 individuals aged 20-
a fun brand that 54 in the McClean County
encapsulates area alone BEER NUTS is
socializing with friends
sitting at the heart of their
target market. (F3)

F4:  McLean County, Illinois 2018 Demographic Profile, McLean

County, Illinois 2018 Demographic Profile 2–2 (2018).
11
Key Message Platform

BEER NUTS is mo
re than a
Boomer related b
rand.
They can reach yo
unger
generations.
BEE
sna R NU
wit ck t TS
hb hat is a
eer pai fun
and rs w
soc a p ell
a n iali pe
re th zin als
is m o g. to
N U T S ” or
EE R s n ac k
B “b a r r e an
ju st a h e y a
g if t. T
on al a c k .
sea s a y s n
e ry d
ev
 12
Objectives
Based on CURE's key messages, this campaign
comes down to four main objectives.
1 ENGAGEMENT
CURE has  funneled these into measurable statements
that BEER NUTS hopes to accomplish during the
targeted timeframe.

CURE seeks to increase engagement

GOAL on social media platforms from
This campaign will individuals aged 21-50 by 30%
zero in on men and
women aged 21-50 within the next four months; social
in the Midwest media engagement strategy.
region that enjoy
socializing and
drinking with friends
and family and are
not health-food
focused. AFFINITY
2

CURE strives increase affinity among

BEER NUTS and its new overall
target market by 17% within the
next four months; target market
engagement strategy.

AWARENESS
3

CURE wants to increase awareness

of BEER NUTS amongst individuals
21-50 by 15% within four months.

SALES
4

CURE wants to increase sales by

35% within four months.
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1 Engagement

Benchmark
Current social media engagement is
around 1-3 shares on Facebook.

Rationale
 The more people that interact with
BEER NUTS on social media the
better they will feel about the brand,
building the relationship with
consumers to create brand loyalty.

Strategy
Social media implementation

TA C T I C S
Increase social media interactions within comments and
other posts (Appendix 2)
Daily promotional posts (Appendix 3)
“Battle of the Beers” post (Appendix 4)
Post to FaceBook, Instagram, and Twitter per posting
guidelines (Appendix 5)
Giveaways (Appendix 6)
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2 Affinity

Benchmark
BEER NUTS does not currently have a natural
connection among younger generations. Only
48% of people surveyed said they would buy
their product.

Rationale
It is important for BEER NUTS to organically fit
into their consumer’s lives. The consumer should
want to buy the product because they like the
brand. When they see BEER NUTS on the shelves
or in an e-commerce setting they should
immediately feel a positive reaction.

Strategy
Target Market Engagement

TA C T I C S

Release Feature Stories on BEER NUTS blog & promote

them via socials

Social media polls and Q&As (Appendix 7)

Quarantine social media posts (Appendix 8)
 15

3 Awareness

Benchmark
Only 60% of individuals ages 21-50
have heard of BEER NUTS, this leaves
40% of Generation X, Millennials, and
Generation Z unaware.

Rationale
Potential consumers must be aware
of the brand and the product in order
to engage with the company
effectively.

Strategy
Awareness strategy

TA C T I C S
“Stay-at-Home” commercial contest
Special offers to those most affected by COVID-19

Partnerships with local breweries and beer companies

(Appendix 9)
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4 Sales

Benchmark
Only 10% of the individuals surveyed that
know about BEER NUTS are actually
purchasing the product.

Rationale
The world has seen an economic downfall
throughout the pandemic of COVID-19.
Many people are facing financial struggles
and we want BEER NUTS to be seen as an
essential purchase that every household
wants on hand during this time of crisis.

Strategy
Sales strategy

TA C T I C S

Generate messaging strategies via social media

accounts and BEER NUTS’ blog to promote the
shelf-life of packaged nuts while offering free
delivery on all orders.
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Budget
18
find your CURE...

You can
reach
us at:

curecom@consulting.com

curecom.com

@BEERNUTS

BEER NUTS Brand Snacks

@BEERNUTS
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APPENDICES
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APPENDIX 1

S u r vey Q u e s t i o n s
1. Have you heard of BEER
NUTS?
2. Where have you seen it?
3. Have you ever bought
BEER NUTS?
4. Would you ever buy BEER
NUTS in the future?
5. What social media outlet
do you use the most?
6. How old are you?
21 APPENDIX 2
Social media interaction
22 APPENDIX 3
Daily promotional post
23 APPENDIX 4
"Battle of the Beers"
24 APPENDIX 5
Social media guidelines
25 APPENDIX 6
Giveaway examples
26 APPENDIX 7
S o c i a l m e d i a p o l l s / Q & A' s
27 APPENDIX 8
Quarantine related
posts
28 APPENDIX 9
Partnership examples