STRATEGIC CAMPAIGN BOOK

ACCOUNT EXECUTIVE Matt Lush

MEDIA RELATIONS Maddie Poore

CREATIVE TEAM Kayla Hill-Tidball and Marina Palmieri

PRODUCTION Megan Patten

SOCIAL TEAM Ileana Tomich and Shane Klestinski

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TABLE OF CONTENTSTHE PROBLEM Page 4CONCERNS & OPPORTUNITIES Page 5

THE GOAL Page 6

THE FIRST INGREDIENT Page 7-8

TAHOE EXPERIENCE GETAWAY Page 9-11CLUB 72 Page 12-14TAHOE BLUE NIGHT Page 15-17MIXED COMPETITION Page 18-22

THE SECOND INGREDIENT Page 23-24 PROMOTION OF BRAND Page 25-26BUY AD SPACE Page 27-28

SOCIAL MEDIA CAMPAIGN Page 29-30 THE FINAL INGREDIENT Page 31-32SOCIAL MEDIA CONTEST Page 33-34 SKI RESORT EVENT Page 35-36 THE TAHOE BLUE CREATION Page 37

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THE PROBLEMTahoe Blue Vodka wants to move into San Francisco and is looking for strategic ways to enter the market.

Tahoe Blue Vodka is not a recognized premium vodka outside of the Reno/Tahoe area, but it is connected by name to one of the most recognizable brands in the United States: Lake Tahoe. Knowing this, Tahoe Blue Vodka should plan to expand into San Francisco by connect-ing the vodka — through carefully considered strategic communication techniques — to one of the most pristine lakes in the world. Having won select spirits competitions, Tahoe Blue Vodka has gained credibility as a competitor in the premium vodka market. Since Tahoe Blue Vodka is a blend of three distillates — grapes, corn and sugarcane — it is automatically differentiated from most vodkas, which are usually one distillate or a blend of two.

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CONCERNSTahoe Blue Vodka does not have brand recognition outside of the Reno/Tahoe area, and has little market share com-pared to other premium vodkas. Vodka is not the drink of choice for our secondary audience. Convincing mixologists to become brand ambassadors may be difficult, but if done correctly, would drive brand awareness.

OPPORTUNITIESTahoe Blue Vodka is pursuing a niche market in San Francisco: urban woodspeople. Lake Tahoe provides the experi-ence of a pure and adventurous place for escape. Tahoe Blue Vodka embodies the free spirit of Lake Tahoe which is attractive to our audiences. Convincing mixologists to be brand ambassadors may prove easy with proper messaging — Tahoe Blue Vodka’s unique three-distillate blend automatically sets it apart. There is immense potential to encour-age mixologists to “have an adventure” and create their own signature cocktails.

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THE GOALTo become the premium vodka that connects the feeling of escaping to the better times that Lake Tahoe represents to a distinct group of audiences in San Francisco.

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THE FIRST INGREDIENTThe most critical audience Tahoe Blue Vodka can target are highly-skilled, San Francisco mixologists who appeal to a hipster/urban segment.

MEASURE YOUR SUCCESSTahoe Blue Vodka will be dealt the task of recruiting seven Mission District mixologists to promote Tahoe Blue Vodka as brand ambassadors. The task will be measured by a January 15, 2016 deadline to complete the to-be-mentioned “Tahoe Experience Getaway” with specified mixologists. The goal — position Tahoe Blue Vodka to the mixologists as the premium, mixologists’ choice vodka.

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REACH YOUR AUDIENCE 1. Host a “Tahoe Experience Getaway” for the selected seven San Francisco mixologists. The goal is to persuade them to become strong brand ambassadors by using key messages. 2. Create an official brand ambassador club, exclusively for select mixologists in San Francisco, called Club 72. The name comes from the circumference of Lake Tahoe and remains known to only those in the club. Invite ambassadors to join at the end of their experience getaway weekend. 3. Have the bars the brand ambassadors work at host Tahoe Blue Nights with signature cocktails. Showcase brand ambassadors on supporting novelties included in a Tahoe Blue Vodka “Bar Kit,” such as coasters, shot glasses, napkins and t-shirts. 4. Host “Tahoe Blue Vodka Mixed” competitions featuring selected brand ambassadors in San Francisco, Lake Tahoe and Reno. Similar to “Chopped,” mixologists will receive a selection of random cocktail ingredients and will create drinks using them and Tahoe Blue Vodka.

MESSAGES1. Tahoe Blue Vodka is a premium blend of grapes, corn and sugarcane.2. Tahoe Blue Vodka is the sophisticated mixologist’s choice.3. Tahoe Blue Vodka represents the escape that Lake Tahoe provides.4. You have the power to create your own drink to celebrate your own Tahoe adventure.

Always convey one or more key messages when reaching your audience.

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TAHOE EXPERIENCE GETAWAY 1. Deliver formal, 50s-style postcard to selected San Francisco mixologists inviting them to the getaway.

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3. Create and distribute a “swag bag” filled with Tahoe Blue Vodka mini bottles, ski jackets and beanies for the selected mixologists to wear during their getaway.

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#TBVexperience

4. Encourage mixologists to use the hashtag #TBVexperience on their social media accounts to document their experi-ence. Tahoe Blue Vodka can reuse this content in future campaigns.

5. Record brand ambassadors skiing while wearing Tahoe Blue Vodka attire to promote the brand as well as their indi-vidual bars.

6. Provide free Tahoe Blue Vodka products to Mont Bleu to persuade the hotel to host the event.

7. Annually, choose a select group of current brand ambassadors to attend the induction ceremony for new members on the MS Dixie.

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1. Invite selected ambassadors to become an exclusive member of Club 72 based upon their expertise as mixologists. This will occur after they are trained to become ambassadors during their Tahoe Experience Getaway.

CLUB 72

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2. Create a tab on the Tahoe Blue Vodka website describing Club 72, including brand ambassador biographies and their selected signature cocktails.

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TAHOE BLUE NIGHT1. Encourage brand ambassadors’ bars to host “Tahoe Blue Night,” including two-for-one signature cocktails and a free Tahoe Blue Vodka shot glass for each customer’s first Tahoe Blue drink.

2. Provide complimentary Tahoe Blue Vodka to bars hosting “Tahoe Blue Night.”

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3. Create and distribute a Tahoe Blue Vodka “Bar Kit” to each brand ambassador’s bar which includes coasters, shot glasses, martini glasses, napkins, and t-shirts.

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MIXED COMPETITION1. Work with selected bar(s) to schedule a recurring night (i.e., every first Friday of the month) to host “Tahoe Blue Vodka Mixed.”

2. Invite selected mixologists to compete.

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3. Partner with other local sources to provide the ingredients for the event.

4. Invite selected media outlets (such as an evening news anchor) to judge the competition.

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5. Hire a professional videographer to record the competition.

6. Distribute posters to local coffee shops and bars to promote the event.

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7. Promote competition on social media and encourage attendees to document their experience during the event using #TBVmixed.

8. Charge a $10 cover fee to attend the event, all proceeds will go to a selected Tahoe charitable organization.

9. Give away a complimentary mini bottle of Tahoe Blue Vodka to the first 50 attendees.

10. Play promotional video at the beginning of the event.

11. Provide free vodka and branded swag to participants.

#TBVmixed

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12. Feature the winning cocktail as a drink special for the evening.

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THE SECOND INGREDIENTBartenders will strategically target outdoorsy people 28- to 48-years-old who live in San Francisco and love getting away from the hustle and bustle of the city to escape to the glory days of the past.

The goal will be to drive this specific audience to the brand ambassador’s bars and get them to drink Tahoe Blue Vod-ka. Success will be measured by a two percent increase in Tahoe Blue Vodka sales at participating bars between Janu-ary 15, 2016 and Febuary 15, 2016.

MEASURE YOUR SUCCESS

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REACH YOUR AUDIENCE 1. Place posters in San Francisco coffee shops near brand ambassador’s bars. Poster content should be beautiful, user-generated photos from the tertiary audience depicting picturesque scenes of Lake Tahoe with minimal Tahoe Blue Vodka branding. 2. Buy ad space where our secondary audience commutes — airlines, BART and taxis — mirroring content on coffee shop posters with a more professional feel. 3. Promote Tahoe Blue Vodka on United Airlines. United offers the most back and forth direct flights between Reno and San Francisco. 4. Promote Tahoe Blue Vodka brand and the idea of “escaping” to the better times over social media.

MESSAGESAlways convey one or more key messages when reaching your audience.

1. Lake Tahoe represents the purity of nature, and so does Tahoe Blue Vodka.2. Tahoe Blue Vodka is authentic, paying homage to Lake Tahoe — the place it was born.3. Tahoe Blue Vodka represents rebellion from societal constraints, personified by the city.

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PROMOTION OF BRAND 1. Promote Tahoe Blue Vodka Mixed competition on coffee shop posters by using the same promotional posters to keep the campaign integrated, but with user generated photos from the third audience.

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2. Implement holiday promotion at San Francisco alcohol stores with a Tahoe Blue Vodka gift box set, including a bottle of Tahoe Blue Vodka, branded martini glasses and a branded set of coasters.

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BUY AD SPACE 1. Purchase computer graphics ad space in BART stations depicting Lake Tahoe with minimal Tahoe Blue Vodka brand-ing.

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2. Place feature story in Hemispheres Magazine about Tahoe Blue Vodka providing the perfect escape for city dwellers.

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SOCIAL MEDIA CAMPAIGN 1. Create content and establish a schedule for posting on social media platforms such as Facebook, Twitter and Instagram. Content should never stray from the brand, its messages, or upcoming events.

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THE FINAL INGREDIENTTarget outdoor enthusiasts who already drink Tahoe Blue Vodka and live in Lake Tahoe and surrounding areas. These select few represent all the desired qualities the city-dwelling, outdoorsy men and women are looking for: escape, exclusivity, and a drink all their own.

MEASURE YOUR SUCCESSContinuously use tertiary audience to market to the outdoorsy men and women living in San Francisco and the bartenders who have yet to become brand ambassadors. Measured by a three percent increase in user generated photos from January 15, 2016 to Febuary 15, 2016.

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REACH YOUR AUDIENCE 1. Have Tahoe Blue Vodka drinkers in Tahoe and surrounding areas generate social media content based on the hashtag #HowDoYouTahoeBlue.

2. Social media promotion at ski slope through ski resort event.

MESSAGESAlways convey this key message when reaching your audience, and when your audience is sharing their own Tahoe story.

1. Tahoe Blue Vodka embodies escaping to Lake Tahoe’s “good old days.”

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SOCIAL MEDIA CONTEST1. Host photo contest where users can upload pictures of their Tahoe experience using “#HowDoYouTahoeBlue. 2. Promote contest on Facebook, reminding users of deadlines and showcasing certain entries.

#HowDoYouTahoeBlue

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3. Small tags will be added to all Tahoe Blue Vodka bottles so customers will see the photo contest when they purchase the alcohol.

4. The winning entry receives two one-day passes to Squaw Valley.

5. Feature winning photos in upcoming social media campaigns.

Front

Back

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SKI RESORT EVENT1. Set up a “pop up” Tahoe Blue Vodka tent to take photos of skiers.

2. Post photos live to giant screen near the lodge.

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2. Post branded photo with quote from skiers to Tahoe Blue Vodka social media.

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THE TAHOE BLUE CREATION This creation is less expensive and it does more than advertising or traditional marketing tactics could. It builds the brand equity, it creates lifetime partners and ambassadors and actively engages our audiences.

The campaign is tied together through three very important audiences. 1. Mixologists-- the club 72 members, the trusted experts of mixology and fine spirits, and the brand ambassadors. They are essential in relaying the key messages of what Tahoe Blue Vodka is to the outdoorsy men and women of San Francisco who desire escape. 2. The nostalgic lovers of escape. The white collar workers, in Downtown San Francisco who take pride in their buying habits, in supporting local business and desire to be a part of something exclusive.3. The escapees of Tahoe. These are the drinkers of Tahoe Blue Vodka and who live and embody Lake Tahoe’s experi-ence. They are the purveyors of our message because they live it.

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