Emily Liu Zachary Feiner Marissa Ramirez
NINKASI
MEDIA PLAN 2015 1
CONTENT Executive Summary
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Background
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SWOT
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Audience
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Media Objectives
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Media Mix
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Media Budget
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Flowchart
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Alternatives
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Evaluation
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Executive Summary Our most important goal is to increase the awareness of Ninkasi in San Francisco. We plan to do this by promoting social interaction in the craft beer community. More specifically, social interactions surrounding the Ninkasi brand. We will participate in local events and festivals to show our support for San Francisco and to embed our name in it’s social sphere. Our audience is a hip group of people between the ages of 25 and 34 who enjoy sharing and learning about the beer they drink. We will connect with them by sponsoring the events that they go to and advertising on the transportation systems that they utilize. Through outreach programs like “Save The Bay”, we will simultaneously promote Ninkasi and volunteers in programs that improve the city our customers live in.
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Executive Summary
We will advertise throughout the entire year on downtown wall installments and billboards, as well as online and in magazines. In the early part of the year we will volunteer, and in the latter we will promote. We feel that we can execute our media plan for under $500,000. The success of our plan will be evaluated by the increase in Ninkasi sales throughout the San Francisco area. Furthermore, we will monitor the impressions made by our event sponsorships as well as our print and online ads. These impressions will indicate the new awareness of Ninkasi in San Francisco.
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Background In 2006, Nikos Ridge and Jamie Floyd founded the Ninkasi Brewing Company. On a mission to find property that would cultivate the community spirit the two envisioned, they purchased real estate in Eugene’s Whiteaker neighborhood. It wasn’t until 2007 that they moved the brewery to its current location, the first of three expansions, all with the goal of producing more beer for more people. After expanding to a larger production facility, building a tasting room, additional office space, and a local distributor, Ninkasi’s goal of embodying culture and community is widely recognized throughout Eugene. It is our hope and the hope of Ninkasi that we can spread the experience of social enjoyment through beer around the western states. With distributors in Alaska, Idaho, Montana, British Columbia, Washington, California, and Oregon, we think we’re off to a pretty great start. Ninkasi – “Believe the Goddess” 5
SWOT Strengths: well-established craft beer company, sustainability and various beers Weakness: lack of the recognition in Bay Area, northwestern vibe, no brand loyalty in craft beer, limited consumer population in San Francisco. Opportunities: more women are drinking craft beer, Threats: other local craft beer companies in San Francisco, non-craft beers
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Audience
For our Bay Area campaign we will be targeting an audience between the ages of 25 and 34, men and women. According to Mintel’s customer survey of legal drinkers, 23% drink craft beer. This number rises substantially to 29% of the participants within our age range, making them our key consumer group. 63% of craft beer drinkers prefer to drink with a group and the majority of these consumers enjoy sharing their knowledge of craft beer with other people. Essentially what these numbers mean is our audience is a well-established group of younger socialites who enjoy drinking and talking about beer together. Lucky for us, that’s what Ninkasi is all about!
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Media Objectives We’ll be advertising in two magazines, one print, and one online. In the print magazine Edible San Francisco we’ll advertise for the entire year, promoting a general awareness as well as providing updates on new releases and various other happenings in the world of Ninkasi. Online at sfweekly.com we’ll be promoting the events we sponsor and the Ninkasi brand itself. Additionally, billboards and wall installments will be scattered throughout downtown San Francisco. Since we can’t currently brew locally, we’re going to make Ninkasi feel local by participating in volunteer outreach programs through “Save The Bay”, a regional organization working to protect, restore, and celebrate the San Francisco Bay. Our participation in the community will continue throughout the entire year and we will also sponsor seasonal events in the city.
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Media Objectives
Thus far we’ve decided to sponsor “Bay to Breakers”, an enormous 12K race through the city; “San Francisco Street Food Festival”, where local food trucks and restaurants show off they’re cooking. Each of these events will be advertised a month in advance on BART, the local bus system into and throughout the city. By doing this we bring communities from outside the city, into an even larger community within the city. Best of all, this new community will be enjoying Ninkasi together, and we’ll be responsible for that.
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Media Mix - Events Sponsorship Bay to Breakers • The oldest consecutively run annual footrace in the world. • 12k race which set the world record in 1986 when they included over 110,000 particpants. • Total cost: $250,000
San Francisco Street Food Festival • Feature local food and drink. • Serve the community and make diverse communities out there. • 1/2 page ads in Saveur Magazine and San Francisco Magazine. • Mentioned in the festival’s social media. • Total cost: $50,000
Augest 16th 10
Media Mix - Transportation • BART is a rapid transit and commuter rail system and an alternative to highway transportation, especially to avoid congestion on the San Francisco Bay Bridge. • An average of 373,945 weekday passengers in 2013.
Backlight Diorama on BART Stations • 10 illuminated 68.5’’ * 47.5’’ posters. • Advertise for the two events one month before they happen. • Total cost: $26,000 Interior Car Cards on BART • Interior cards in 6 cars throughout the whole year. • Total cost: $13,680 11
Media Mix - Outdoor Billboards • 1st: Mid March - Mid April Lombard Street San Francisco • 2nd: Four separate months of the year, moving billboard on different streets downtown. • Total cost: $7,500 + $30,000 = $37,500
Walls • Mid Jan - Mid Feb: Wall installment along I-80. • Mid July- Mid August: Wall installment in Union Square. • Total cost: $20,000 + $25,000 = $45,000 12
Media Mix - Publications San Francisco Weekly (Online) • The online website of SF Weekly reaches 4.6 million monthly pageviews. • We will be advertising on SF Weekly Online in the 1st week of each month and in the weeks leading to Ninkasi sponsored events we will have a front page takeover. • Total cost: $46,200 (rectangle) +$15,000 (reskin for 3 days ) = $61,200
Edible San Francisco is a quarterly magazine that features food and drinks in San Francisco area. • Over 50% of their readers are between 25-40 years old. • Median reader age is 34. • Half page ads in each quarterly issue. • Total cost: $6,300 13
Media Mix - Save The Bay
Save The Bay is the largest regional organization working to protect, restore and celebrate San Francisco Bay since 1961. Save The Bay engages more than 50,000 supporters, advocates, and volunteers to protect the Bay from pollution and reckless shoreline development and make it cleaner and healthier for people and wildlife. BAY CHAMPION offers a customizable volunteer partnership with Save The Bay throughout the year. • $10,000 for 10 programs for teams up to 60 participants. 14
Media Budget Bay to Breaker Sponsorship
$250,000
San Francisco Street Food Fest
$50,000
Advertising on BART
$39,680
Outdoor:
$82,500
SF Weekly
$61,200
Edible San Francisco Save The Bay
$6,300 $10,000
Total: $499,680 15
Flowchart
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Alternatives Sponsorship Pier 39 • 4th July fireworks display in downtown San Francisco. • Features a lot of food and drinks
Treasure Island • Octobor 18th-19th • Treasure Island Music Festival is an annual two day music festival that takes place on Treasure Island, California, located in the San Francisco Bay. Wintersalt • December 28th-29th • Music festival that features drinks and food trucks and also overlooks NYE fireworks. 17
Evaluation We will evaluate our campaign primarily on the increase of product purchase within the greater San Francisco area as well as the increase in product awareness driven by our community/event interactions.
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