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New Belgium New Belgium Advertising Plan for the fiscal year of 2014-2015Advertising Plan for the fiscal year of 2014-2015

Prepared by Holly Farnum4/30/14

JTC 355- AdvertisingFinal Ad Campaign

Prepared by Holly Farnum4/30/14

JTC 355- AdvertisingFinal Ad Campaign

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Table of Contents 1. Situation Analysisa. Analysis of the brandb. Problems and Opportunities

2. Target Market and Audience

3. Advertising Objectives/Strategies/Tactics

4. Advertising Creativea.Message Strategy and Rationaleb. Layout/Copy Example

5. Media Strategya. Media Vehicles and Rationale

6. Budget Allocation

7. Evaluation

8. Conclusion

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Situation Analysis

• Client Profile:• Founded in Fort Collins in 1991 by Jeff Lebesch

• In 2012 expanded

• Forbes “Top 30 Cities for Business and Careers”

• Third largest craft brewery

• They take pride in being a small brewery located in the United States

• Currently sells beer in 36 states, producing 764,424 barrels of beer in 2012

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Situation Analysis

• Client Profile:• Culture is a big part of business

• High Involvement Culture

• Open Book Management

• Strategic Planning Retreat

• Community

• New brand image

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SWOT

Strengths Hundreds of beers Location Accessible and Usable websiteSustainabilityGreat work environment Good social media involvement

WeaknessesMaking bad batches of beerShipping from only one locationNot being able to reach everyone who wants the productRunning out of resources

OpportunitiesNew Brewery opening in NCMore job openingsLarger outreach and more exposure

ThreatsNew competition with new locationCurrent competition Not staying on schedule with new brewery opening Need for more advertising and exposure

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Problem:Opportunity Statement

• New Belgium Brewery is a great company that is expanding exponentially; with amazing products and wonderful customer service, New Belgium stands out amongst the competitors.

• New Belgium is growing, but it only appeals to one certain target market; young consumers. They could increase their target market by reaching out to other consumers. With this, they need to expand their use of advertising.

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Target market

Primary Audience 21-30 year oldsCollege StudentsLow to middle income

Intervening Audience Adults over 30Family people Middle to high income with stable careers

Tertiary Audience Media Influences Alcohol Responsibility Advocates

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Advertising Objectives

• To increase awareness of brand by 30% over the fiscal year of 2014-2015

• To attract more attention to the product and brand over the fiscal year of 2014-2015

• To increase awareness of the new brewery by 30% before the opening in 2015

• To increase the target market and outreach by 20% over the fiscal year of 2014-2015

• To gain consumers from the intervening audience by 15% over the fiscal year of 2014-2015

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Advertising Tactics

• To bring attention through print media and radio ads

• Have an ad that can target all consumers and target audiences

• Use research and certain databases to find optimum places for ads

• Utilize media and alcohol responsibility advocates to our advantage

• Cultivate a larger community and build on the current culture of the company

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Advertising Creative

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Media Strategy

• Print ad:

• Localized, and in a few select national outlets

• Targetable and measurable

• Radio ad:

• Localized

• Targetable and measurable

• Social Media:

• Increase amount of social media

• Allow for two-way communication

• Promotions

• Emails:

• Send out personal emails to frequent customers

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Budget Allocation

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Evaluation

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Conclusion