1. B L U E M O O N
A D V E R T I S I N G P L A N

2. # A R T F U L LY C R A F T E D
Q U E S T I O N S -
@ S A M C H E E M A 2 1
2

3. 3

4. • M A R K E T I N G O B J E C T I V E S
- I N T E R N AT I O N A L E X PA N S I O N
- U N D E R P I N T H E E X I S T I N G S T R O N G B R A N D I M A G E
- C R E AT E B R A N D L O YA L I S T S
- I N C R E A S E A W A R E N E S S
• A D V E R T I S I N G O B J E C T I V E S
- S M A L L U N I Q U E W AY S O F P R O M O T I N G T H E B R A N D
T H R O U G H S O C I A L C H A N N E L S
- M A I N TA I N T H E A R T F U L LY C R A F T E D M E S S A G I N G
• - D R I V E M E S S A G I N G T O W A R D S 1 8 - 3 5 Y E A R O L D B R A C K E T I N
G E N E R A L LY M I D D L E C L A S S A R E A S .
• - K N O W L E D G E T R A I N I N G .
O R G A N I S AT I O N A L O B J E C T I V E S
4

5. J A C K , 2 8 Y E A R S O L D , L I V I N G I N T H E S U B U R B S
O R O U T E R R E G I O N S O F A L A R G E C I T Y. H E
W O R K S W I T H I N T H E C I T Y D U R I N G T H E W E E K
I N A J O B T H AT I N V O LV E S A C R E AT I V E F L A R E .
A S A R E S U LT O F G R A D U AT I N G C O L L E G E H E
N O W U S E S H I S D R I N K I N G E X P E R I E N C E S T O
T R Y S O M E T H I N G D I F F E R E N T A N D O N LY H A S
O N E -T H R E E D R I N K S O N A R E G U L A R E V E N I N G
W H E N S O C I A L I S I N G . I N T H E S U M M E R H E
P R E F E R S F R U I T E R B E E R S O R C I D E R S W H E N
T R A V E L I N G W I T H F R I E N D S .
P E N P R O F I L E TA R G E T I N G
5

6. B L U E M O O N P O S I T I O N S T H E M S E LV E S A S A C R A F T B E E R .
H O W E V E R , A S W E H A V E S E E N E A R L I E R T H E R E I S A G R E Y
M AT T E R O V E R T H I S S T I P U L AT I O N A N D I T I S O N E T H AT
B L U E M O O N H A S W I T H D R A W N F R O M T H E I R P R O M O T I O N A L
AT T R I B U T E S . T H I S L O N G L A S T I N G L O N G E V I T Y A N D I M A G E
O F T H E B R A N D H A S H O W E V E R S T U C K W I T H C O N S U M E R S
A N D I T I S P E R C E I V E D A S C R A F T B E E R W I T H I N T H E
C O N S U M E R M A R K E T. B L U E M O O N H A V E B E E N A B L E T O
C A P T I V AT E T H E C R E AT I V E M A R K E T W I T H A C T I V AT I O N
C A M PA I G N S A N D U T I L I S I N G T H E A R T F U L LY C R A F T E D TA G
L I N E T O P O S I T I O N T H E M S E LV E S I N T H E A R T C I R C L E S .
P O S I T I O N I N G
6

7. C R E AT I V E B R I E F
7
‘ Y O U D O N ’ T H A V E T O B E A N A R T I S T T O B E A N A R T I S T ’
• B A C K G R O U N D :
- C E L E B R AT I N G 2 0 Y E A R S O F M A S T E R B R E W I N G A N D
S H O W C A S I N G T H E I M A G I N AT I V E A N D C R E AT I V I T Y O F
C R A F T B E E R .
• O B J E C T I V E :
- T O E N G A G E A N D H U M O U R A U D I E N C E S C R E AT I N G A
A N A L L I N C L U S I V E C A M PA I G N

8. • TA R G E T:
- 1 8 - 3 5 Y E A R O L D S W H O A R E L O YA L E X P E R I M E N T E R S . T H E Y E N J O Y
S O C I A L O C C A S I O N S A N D D O I N G T H I N G S D I F F E R E N T LY
Q U A L I T Y > P R I C E
• E X E C U T I O N A L R E Q U I R E M E N T S :
- S O C I A L T E A M & C R E AT I V E
• B R A N D V O I C E :
- A C O M M U N I T Y O F F U N E N G A G I N G C O N T E N T A B O U T A L L T H I N G S
C R A F T B E E R
• D E S I R E D R E S P O N S E / R E A C H :
- I N C R E A S E I N S O C I A L F O L L O W S A N D T H E G O T O P L AT F O R M F O R
D A I LY C O N T E N T
C R E AT I V E B R I E F
8

9. C O P Y E X A M P L E S
9
# A R T F U L LY C R A F T E D - H A S H TA G
Y O U D O N ’ T H A V E T O B E A N A R T I S T T O B E A N A R T I S T -
D O O H S L O G A N S
B M B E E R C A N T O S S - S O C I A L C A M PA I G N F O R S U P E R
B O W L C O N T E S T

10. M E D I A S T R AT E G Y
1 0
• S O C I A L C H A N N E L S T O TA R G E T A U D I E N C E A N D T O
E N G A G E I N T W O W AY C O M M U N I C AT I O N
• M O V E A W AY F R O M T R A D I T I O N A L A N D U N D E R P I N
H U M O U R A N D C A L L T O A C T I O N S
• C O N N E C T W I T H 1 8 - 3 5 Y E A R O L D S T H R O U G H 3 7 D AY S O F
B E E R H O L I D AY S

11. M E D I A P L A N
1 1
DATE HOLIDAY
SATURDAY JANUARY 24 BEER CAN APPRECIATION DAY
SUNDAY FEBRURARY 1 SUPER BOWL
TUESDAY FEBRURAY 17 MARDI GRAS
SATURDAY MARCH 8 INTERNATIONAL WOMEN COLLABORATION BREW DAY
TUESDAY MARCH 17 ST. PATRICK’S DAY
FRIDAY MARCH 20 ROBERT PORTNER’S 178TH BIRTHDAY
FRIDAY MARCH 27 MICHAEL JACKSON’S BIRTHDAY
SUNDAY APRIL 5 MLB OPENING DAY
TUESDAY APRIL 7 NATIONAL BEER DAY
SATURDAY APRIL 11 KING GRAMBRINUS DAY
TUESDAY APRIL 14 CRAFT BREWERS CONFERENCE
SUNDAY MAY 3 NATIONAL HOME-BREW DAY
TUESDAY MAY 5 CINCO DE MAYO
SUNDAY MAY 10 TAKE MOM OUT FOR A BEER
MONDAY MAY 11 AMERICAN CRAFT BEER WEEK
MONDAY MAY 25 MEMORIAL DAY
FRIDAY JUNE 5 AMERICAN CRAFT BEER & FOOD EXPERIENCE
THURSDAY JUNE 11 NATIONAL HOME BREWERS CONFERENCE
SUNDAY JUNE 21 BUY DAD A BEER DAY
SATURDAY JULY 4 INDEPENDENCE DAY
SATURDAY JULY 18 ST. ARNOLD’S DAY

12. M E D I A P L A N
1 2
DATE HOLIDAY
AUGUST VIRGINIA CRAFT BEER MONTH
FRIDAY AUGUST 7 INDIAN PALE ALE DAY
MONDAY SEPTEMBER 7 LABOR DAY
SATURDAY SEPTEMBER 12 SOUR BEER DAY
SATURDAY SEPTEMBER 19 OKTOBERFEST
THURSDAY SEPTEMBER 24 GREAT AMERICAN BEER FESTIVAL
MONDAY SEPTEMBER 28 DRINK BEER DAY
WEDNESDAY OCTOBER 14 DAY HOMEBREWING LEGALISED
TUESDAY OCTOBER 27 AMERICAN BEER DAY
SATURDAY NOVEMBER 7 LEARN TO HOMEBREW DAY
SUNDAY NOVEMBER 8 INTERNATIONAL STOUT DAY
SATURDAY DECEMBER 5 REPEAL DAY
THURSDAY DECEMBER 10 FESTIVAL
WEDNESDAY DECEMBER 23 LOUIS PASTEURS BIRTHDAY
SUNDAY DECEMBER 27 FESTIVAL
THURSDAY DECEMBER 31 NEW BEER’S EVE

13. • 1 . 1 M F O L L O W E R S O N FA C E B O O K ( A S O F N O V E L B E R
2 0 1 5 )
• Y O U T U B E V I D E O S I N H I G H LY D E N S E C O N S T R I C T E D
TA R G E T M A R K E T W I T H A C C O U N T S R E A C H I N G 2 M
V I E W E R S + R E G U L A R LY
• T W I T T E R - F R O M S C R AT C H L E V E R A G I N G PA I D F O R
P R O M O T I O N A N D H I - J A C K I N G E V E R Y D AY E V E N T S
• D O O H - P L A C E M E N T I N M E T R O P O L I TA N A R E A S
W H E R E H I G H F O O T V O L U M E - N E A R B A R S
R E A C H
1 3

14. • $ 1 0 M O V E R A L L A D V E R T I S I N G S P E N D
• $ 4 M S O C I A C H A N N E L S
• $ 4 M T R A D I T I O N A L ( Y O U T U B E ) - S P I K E F O R 4 D AY S
O V E R 4 K E Y E V E N T S
• $ 2 M D I G I TA L O U T O F H O M E ( D O O H )
C O S T I N G
1 4

15. • S A L E S
• S H A R E S
• E N G A G E M E N T S
• V I R A L A S P E C T
• T W I T T E R C R E AT I O N A N D A W A R E N E S S O F B R A N D
B E C O M I N G A H O U S E H O L D N A M E
E V A L U AT I O N
1 5

16. C R E AT I V E
1 6
• H I J A C K I N G T H E 3 7 ‘ B E E R H O L I D AY S ’
• C O N S TA N T 7 D AY A W E E K C U R AT I O N & C R E AT I O N O F
C O N T E N T
• FA C E B O O K P U S H A D S P E N D
• S N A P C H AT S P O N S O R E D E V E N T S 1 P E R Y E A R
• @ T H E L O N E LY B E E R - P E R S O N I F I E D T W I T T E R A C C O U N T

17. 1 7

18. 1 8

19. 1 9

20. • 3 0 S S P O T F O R N AT I O N A L B E E R D AY ( Y O U T U B E )
• M I D D L E - C L A S S P R E P Y L O O K I N G M A L E W O R K I N G I N
A N O F F I C E A L L D AY. T H E A D S H O W S H E I S T I R E D
A N D W O R K I S S T R E S S I N G H I M O U T. H E L E A V E S W O R K
L AT E A N D L O O K S U P T O S E E A B L U E M O O N I N T H E
S K Y - A L O N G C O M E S A F L A S H M O B G I V I N G H I M T W O
C R AT E S O F B L U E M O O N T O E N J O Y A N D M A K I N G H I S
D AY B E T T E R
S L O G A N : F O R W H E N Y O U N E E D A L I T T L E A R T
S T O R Y B O A R D
2 0

21. • U T I L I S I N G T H E 3 7 B E E R H O L I D AY S A N D C R E AT I N G
C O N T E N T A N D G E N E R AT I N G C O N T E N T S
• C R E AT I N G A N D C U R AT I N G C O N T E N T P O S T S T H AT
E N G A G E C O N S U M E R S
• 7 D AY S A W E E K ( F U L L T I M E T E A M )
• S N A P C H AT S U P E R B O W L S P O N S O R E D - C O N T E S T V I A
S O C I A L : B L U E M O O N B E E R C A N T H R O W
• S P I K E S A N D C O N S TA N T E X P E N D I T U R E
# S O C I A L
2 1

22. • T E X T B O O K : S H I M P, T. , & A N D R E W S , J . ( 2 0 1 3 ) .
A D V E R T I S I N G , P R O M O T I O N , A N D O T H E R A S P E C T S O F
I N T E G R AT E D M A R K E T I N G C O M M U N I C AT I O N S ( 9 T H
E D . ) . M A S O N , O H I O : S O U T H - W E S T E R N C E N G A G E
L E A R N I N G .
C I TAT I O N S
2 2

23. 2 3
“ Q U E S T I O N S A R E
N E V E R I N D I S C R E E T,
A N S W E R S S O M E T I M E S
A R E ” - O S C A R W I L D E