In a team of five, I worked as an Art Director to rebrand Philly Beer Week. We ultimately created a new brand identity by designing a new logo, a mock website, phone application, billboards, and handouts.

1. 2015 Marketing Recommendation

4. “Imported beer never makes it out of Philly...
because we drink it all”
Philadelphia

9. In Market Direct Competition
● Events during Philly Beer Week
○ Center City Sips
○ Festival of Fountains at Longwood Gardens
○ Fete Day
○ First Friday
○ Parx Casino Philly Cycling Classic
○ TD Bank Philadelphia International Cycling Championship
○ Roots Picnic

10. Outer Market Direct Competition
● Other Local Beer Weeks
○ New York City Beer Week
○ New Jersey Craft Beer Week
○ Wilmington Beer Week
○ Maryland Beer Week

11. Indirect Competition
● Bars not participating in Philly Beer Week
● Other events in Spring
○ Graduations
○ Museums/ Park Events

12. To raise the overall awareness about
Philly Beer Week and to establish them as the leading
craft beer event in the country
Our Promise To You

13. Hammering It Out

16. Desired Target Audience
As directed by the client, the desired target is a younger and
more diverse crowd. This target is experiencing their first
disposable income out of college and are interested in
exploring new and better options for beer
Males and Female ages 21-40

17. Where is the Target?

18. Timing

20. Your Followers
● Demographics
○ 65-68% male
○ Philly Beer Week’s current target are males
between 30-40 years of age who are making
an income of over $75,000 a year.
IBISWorld

21. What We Found
Mintel

22. Survey Results
*Based on our survey results

23. Meet Eric, 33 and
Samantha, 34

24. Meet Kyle
● 25 years old
● Originally from Texas
Went to Texas A&M
● Moved to Philly 3 years
ago

28. We Think This Will Look Good On You
● Digital Billboards
● Twitter/ Instagram/
Facebook
○ Social Media Challenges
● YouTube promo video
● Vendor Events
○ Vendor Brunch
○ Vendor Mixer
Consumer Targeted Vendor Targeted

32. Digital Billboards
● Rotary Digital Billboards in areas of high traffic
○ Interstate 95 South reaching northbound traffic
○ Interstate 76 East reaching westbound traffic

54. Current Budget

55. *We plan to increase vendor participation by 20% for 2015
Increased Budget

56. Start social
hashtags for
events
People sharing and
interacting with
Philly Beer Week
Facebook
Instagram
Twitter
Ability for consumers to
interact with brand and
easily find events
Google Analytics
Hootsuite
Northbound on
Interstate 95
People sharing
photos of social
activities
Billboard To create awareness
about Philly Beer Week
Impressions
Redesign to make
it visually cohesive
with the brand
Philly Beer Week’s
information
Internet To give consumers a
visually appealing site to
click through
Google Analytics
Upload to video
sharing website
Video of the
vendor mixer and
bruch
YouTube,
Facebook
Instagram,Twitter
To show vendors how
valuable they are
Track the number of views
Redesign for a
visually appealing
experience
Event calendar,
social media,
transportation
Mobile devices,
tablets, iPad
To keep Philly Beer Week
relevant
Track the number of
downloads
Hand out Statistics on
vendors ROI
Print To inform vendors of their
value and their benefit as
a vendors
Track the number of RSVPs
to attend the event and the
number distributed
Social gatherings People Philly Beer Week
office and a Park
To educate vendors on
their investment and to
introduce Philly Beer
Week 2015
Track the number of
RSVPs

57. Explored But Not Recommended
● Septa Bus King
○ Engages pedestrians, riders of public transportation and commuters
○ Easy way to engage and excite consumers
○ Hashtag participation
○ #25 showing
○ Center City bus routes
● Potential Partnerships
○ Further develop your professional relationship with Booking.com
○ Venmo/ PayPal
○ Square

58. What we learned from all of
this...

59. Life is Short, Drink a Good Beer
Thank You