St augustine distillery

DECEMBER​ ​3,​ ​2015 COM​ ​358 HAMMICK YARA,​ ​RILEY,​ ​ABBY,​ ​MEGAN​ ​&​ ​HANNAH

Brand​ ​Analysis​ ​The​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant​ ​are​ ​intriguing​ ​and​ ​unique​ ​businesses​ ​all​ ​on their​ ​own.​ ​The​ ​Ice​ ​Plant​ ​was​ ​originally​ ​built​ ​in​ ​1907​ ​as​ ​part​ ​of​ ​St.​ ​Augustine’s​ ​first​ ​power​ ​and​ ​ice complex.​ ​It​ ​was​ ​the​ ​first​ ​location​ ​in​ ​Florida​ ​to​ ​make​ ​commercial​ ​block​ ​ice​ ​over​ ​100​ ​years​ ​ago and​ ​is​ ​now​ ​on​ ​the​ ​National​ ​Register​ ​of​ ​Historic​ ​Places.​ ​Today​ ​the​ ​Ice​ ​Plant​ ​is​ ​aiding​ ​in​ ​helping the​ ​St.​ ​Augustine​ ​Distillery​ ​in​ ​making​ ​Florida’s​ ​first​ ​bourbon​ ​and​ ​other​ ​fine​ ​spirits.

The​ ​distillery​ ​has​ ​a​ ​distinct​ ​personality.​ ​Through​ ​their​ ​advertising​ ​and​ ​business​ ​website, they​ ​put​ ​off​ ​a​ ​personal,​ ​original,​ ​rustic​ ​and​ ​vintage​ ​feel.​ ​Having​ ​this​ ​personality​ ​appeals​ ​to​ ​a wide​ ​demographic​ ​of​ ​locals​ ​and​ ​visitors.​ ​The​ ​business​ ​works​ ​alongside​ ​local​ ​farmers​ ​to​ ​create their​ ​spirits​ ​and​ ​preserve​ ​the​ ​farming​ ​heritage.​​ ​It​ ​is​ ​the​ ​first​ ​location​ ​where​ ​spirits​ ​have​ ​been distilled​ ​and​ ​created​ ​in​ ​Northeast​ ​Florida​ ​since​ ​prohibition.​ ​(Augustine.com)​​ ​The​ ​St.​ ​Augustine Distillery​ ​and​ ​the​ ​Ice​ ​Plant​ ​are​ ​typically​ ​advertised​ ​as​ ​separate​ ​entities.​ ​Our​ ​idea​ ​is​ ​to​ ​bring​ ​the two​ ​businesses​ ​together​ ​as​ ​one​ ​since​ ​you​ ​truly​ ​cannot​ ​have​ ​one​ ​without​ ​the​ ​other.

The​ ​Distillery’s​ ​social​ ​media​ ​presence​ ​is​ ​popular​ ​on​ ​Instagram​ ​with​ ​nearly​ ​five​ ​thousand followers​ ​and​ ​average​ ​of​ ​over​ ​one​ ​hundred​ ​likes​ ​per​ ​photo.​ ​They​ ​do​ ​not​ ​necessarily​ ​post​ ​daily, but​ ​they​ ​do​ ​post​ ​throughout​ ​the​ ​week.​ ​An​ ​area​ ​where​ ​the​ ​distillery​ ​is​ ​lacking​ ​is​ ​Facebook.

Currently​ ​there​ ​is​ ​no​ ​Facebook​ ​page​ ​for​ ​the​ ​St.​ ​Augustine​ ​Distillery,​ ​only​ ​the​ ​Ice​ ​Plant.​ ​This means​ ​whenever​ ​guests​ ​are​ ​touring​ ​the​ ​facility​ ​or​ ​talking​ ​about​ ​one​ ​of​ ​their​ ​products,​ ​they cannot​ ​be​ ​tagged​ ​in​ ​these​ ​posts​ ​regarding​ ​them,​ ​making​ ​it​ ​difficult​ ​for​ ​individuals​ ​browsing social​ ​media​ ​to​ ​connect​ ​and​ ​find​ ​out​ ​more​ ​through​ ​Facebook.​ ​The​ ​Distillery​ ​can​ ​also​ ​be​ ​found on​ ​Twitter​ ​with​ ​around​ ​1,000​ ​followers​ ​and​ ​daily​ ​posts​ ​about​ ​what​ ​they​ ​are​ ​currently​ ​working​ ​on and​ ​bottling,​ ​and​ ​YouTube​ ​with​ ​nearly​ ​300​ ​subscribers​ ​and​ ​monthly​ ​videos​ ​titled​ ​“Technique Series”​ ​and​ ​“Cocktail​ ​Series.”

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On​ ​the​ ​other​ ​hand,​ ​the​ ​Ice​ ​Plant​ ​has​ ​an​ ​impeccable​ ​social​ ​media​ ​presence,​ ​boasting high​ ​followers​ ​on​ ​both​ ​pages.​ ​Their​ ​instagram​ ​page​ ​has​ ​nearly​ ​five​ ​thousand​ ​followers​ ​and averages​ ​over​ ​one​ ​hundred​ ​likes​ ​per​ ​photo​ ​while​ ​the​ ​Ice​ ​Plant​ ​Facebook​ ​has​ ​almost​ ​15,000 likes​ ​and​ ​26,000​ ​check-ins.​ ​The​ ​Ice​ ​Plant​ ​was​ ​also​ ​voted​ ​as​ ​one​ ​of​ ​the​ ​“Best​ ​Cocktail​ ​Instagram Feeds”​ ​in​ ​Imbibe​ ​Magazine,​ ​giving​ ​them​ ​national​ ​recognition.​ ​They​ ​can​ ​also​ ​be​ ​found​ ​on​ ​twitter with​ ​nearly​ ​1,000​ ​followers,​ ​but​ ​no​ ​posts​ ​since​ ​late​ ​October.

A​ ​key​ ​competitor​ ​of​ ​the​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​the​ ​Ice​ ​Plant​ ​is​ ​the​ ​San​ ​Sebastian Winery.​ ​They​ ​are​ ​the​ ​only​ ​other​ ​location​ ​in​ ​town​ ​that​ ​makes​ ​their​ ​own​ ​alcoholic​ ​beverage​ ​and offers​ ​free​ ​tours​ ​just​ ​like​ ​the​ ​St.​ ​Augustine​ ​Distillery.​ ​The​ ​Winery’s​ ​Facebook​ ​page​ ​has​ ​nearly 21,000​ ​likes​ ​and​ ​53,000​ ​check-ins​ ​and​ ​only​ ​posts​ ​about​ ​once​ ​or​ ​twice​ ​a​ ​month.​ ​While​ ​their Instagram​ ​also​ ​has​ ​a​ ​decent​ ​number​ ​of​ ​followers,​ ​around​ ​1,300,​ ​the​ ​Winery​ ​is​ ​not​ ​active​ ​with their​ ​posts​ ​and​ ​only​ ​posts​ ​about​ ​once​ ​or​ ​twice​ ​every​ ​two​ ​weeks.​ ​This​ ​is​ ​not​ ​a​ ​good​ ​tactic​ ​for social​ ​media​ ​because​ ​it​ ​doesn’t​ ​allow​ ​consumers​ ​a​ ​chance​ ​to​ ​connect​ ​with​ ​the​ ​business​ ​other than​ ​in​ ​person.

Consumer​ ​Analysis​ ​-

St.​ ​Augustine​ ​Distillery: Demographics​:​ ​Our​ ​Target​ ​Audience​ ​would​ ​consist​ ​of​ ​males​ ​and​ ​females​ ​between​ ​the​ ​ages​ ​of 18​ ​and​ ​65.​ ​They​ ​would​ ​probably​ ​be​ ​Middle​ ​class​ ​and​ ​employed​ ​with​ ​an​ ​annual​ ​income​ ​of $40,000​ ​to​ ​$60,000.​ ​They​ ​would​ ​most​ ​likely​ ​either​ ​have​ ​a​ ​high​ ​school​ ​or​ ​college​ ​education.​ ​The target​ ​audience​ ​would​ ​also​ ​mostly​ ​consist​ ​of​ ​tourists​ ​and​ ​families​ ​visiting​ ​the​ ​area​ ​on​ ​vacation.

The​ ​target​ ​audience​ ​would​ ​either​ ​be​ ​married​ ​with​ ​or​ ​without​ ​children.​ G ​ eographics:​ ​The​ ​St. Augustine​ ​Old​ ​Town​ ​Trolley​ ​Tours​ ​stop​ ​several​ ​times​ ​a​ ​day​ ​at​ ​the​ ​distillery​ ​which​ ​will​ ​bring​ ​in mostly​ ​tourists.The​ ​distillery​ ​offers​ ​free​ ​tours​ ​every​ ​30​ ​minutes​ ​daily​ ​as​ ​well​ ​as​ ​free​ ​samples​ ​of

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their​ ​products.​ ​Because​ ​the​ ​distillery’s​ ​target​ ​audience​ ​are​ ​tourists,​ ​we​ ​can​ ​assume​ ​that​ ​we​ ​will see​ ​most​ ​of​ ​our​ ​business​ ​during​ ​peak​ ​tourist​ ​seasons​ ​which​ ​include​ ​the​ ​months​ ​of​ ​June,​ ​July, August,​ ​November,​ ​December,​ ​and​ ​January.​ ​Since​ ​most​ ​of​ ​our​ ​customers​ ​are​ ​from​ ​out​ ​of​ ​state, it​ ​would​ ​be​ ​helpful​ ​to​ ​target​ ​large​ ​density​ ​areas​ ​in​ ​nearby​ ​states.The​ ​Distillery​ ​offers​ ​the​ ​same high​ ​class​ ​atmosphere​ ​of​ ​the​ ​Ice​ ​Plant​ ​for​ ​free​ ​which​ ​will​ ​draw​ ​more​ ​people​ ​into​ ​both​ ​the Distillery​ ​and​ ​the​ ​Ice​ ​Plant.

Psychographics:​ ​Our​ ​Target​ ​Audience​ ​would​ ​most​ ​likely​ ​enjoy​ ​traveling​ ​and​ ​be​ ​open​ ​to experiencing​ ​new​ ​things.​ ​They​ ​value​ ​time​ ​spent​ ​with​ ​their​ ​family​ ​and​ ​friends​ ​and​ ​enjoy​ ​learning about​ ​the​ ​history​ ​of​ ​St.​ ​Augustine.

Ice​ ​Plant:​ ​Vintage​ ​cocktail​ ​bar​ ​and​ ​eatery Demographics​:​ ​Our​ ​Target​ ​Audience​ ​consists​ ​of​ ​both​ ​males​ ​and​ ​females​ ​between​ ​the​ ​ages​ ​of 25​ ​and​ ​55.​ ​They​ ​would​ ​most​ ​likely​ ​have​ ​a​ ​college​ ​education​ ​and​ ​have​ ​an​ ​annual​ ​income between​ ​$60,000​ ​to​ ​$70,000​ ​a​ ​year.​ ​Our​ ​target​ ​audience​ ​would​ ​either​ ​be​ ​married​ ​with​ ​children or​ ​single​ ​and​ ​with​ ​friends.​ ​We​ ​believe​ ​these​ ​consumers​ ​will​ ​be​ ​middle​ ​to​ ​upper​ ​class​ ​and employed​ ​because​ ​of​ ​the​ ​price​ ​of​ ​our​ ​products.​ ​Because​ ​the​ ​Distillery​ ​is​ ​attached​ ​to​ ​the​ ​Ice Plant,​ ​there​ ​will​ ​be​ ​a​ ​mix​ ​of​ ​families​ ​who​ ​had​ ​just​ ​toured​ ​the​ ​distillery​ ​and​ ​young​ ​to​ ​middle​ ​age adults​ ​who​ ​are​ ​dining​ ​inside​ ​the​ ​restaurant.​ ​The​ ​Ice​ ​Plant​ ​has​ ​a​ ​late​ ​night​ ​happy​ ​hour​ ​which​ ​is​ ​7 days​ ​a​ ​week​ ​from​ ​10:00​ ​pm​ ​to​ ​1:30​ ​am.​ ​We​ ​think​ ​this​ ​will​ ​bring​ ​in​ ​younger​ ​locals​ ​that​ ​like​ ​to​ ​stay out​ ​late.

Geographic:​​ ​Most​ ​of​ ​our​ ​consumers​ ​would​ ​be​ ​tourists​ ​visiting​ ​St.​ ​Augustine​ ​however,​ ​some​ ​of them​ ​would​ ​be​ ​locals​ ​who​ ​reside​ ​in​ ​St.​ ​Augustine.​ ​Since​ ​St.​ ​Augustine​ ​is​ ​the​ ​oldest​ ​city​ ​in​ ​the United​ ​States,​ ​people​ ​from​ ​all​ ​over​ ​the​ ​country​ ​come​ ​to​ ​visit.​ ​Because​ ​the​ ​Distillery​ ​is​ ​attached to​ ​the​ ​Ice​ ​Plant,​ ​we​ ​can​ ​expect​ ​most​ ​of​ ​the​ ​tourists​ ​to​ ​come​ ​in​ ​after​ ​their​ ​tour.​ ​While​ ​tourists​ ​are

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a​ ​main​ ​component​ ​of​ ​our​ ​target​ ​audience,​ ​the​ ​locals​ ​of​ ​St.​ ​augustine​ ​will​ ​also​ ​be​ ​a​ ​huge​ ​part​ ​of our​ ​consumer​ ​base​ ​as​ ​well.

Psychographics:​​ ​Our​ ​consumers​ ​would​ ​most​ ​likely​ ​be​ ​people​ ​who​ ​value​ ​high​ ​quality​ ​when​ ​it comes​ ​to​ ​a​ ​dining​ ​experience.​ ​Our​ ​consumers​ ​also​ ​enjoy​ ​socializing​ ​and​ ​meeting​ ​new​ ​people.

They​ ​are​ ​outgoing​ ​and​ ​value​ ​experiences​ ​over​ ​material​ ​objects.​ ​They​ ​would​ ​most​ ​likely​ ​live​ ​a comfortable​ ​lifestyle​ ​and​ ​have​ ​a​ ​disposable​ ​income.Their​ ​motives​ ​are​ ​to​ ​relax​ ​and​ ​enjoy​ ​their time​ ​with​ ​friends​ ​and​ ​family.​ ​As​ ​upper​ ​middle​ ​class​ ​americans​ ​they​ ​appreciate​ ​a​ ​high​ ​quality​ ​in food,​ ​experience,​ ​service,​ ​and​ ​atmosphere​ ​and​ ​this​ ​is​ ​one​ ​the​ ​core​ ​values​ ​of​ ​the​ ​Ice​ ​Plant.

Overall,​ ​we​ ​would​ ​like​ ​to​ ​combine​ ​the​ ​Ice​ ​Plant​ ​and​ ​St.​ ​Augustine​ ​Distillery​ ​in​ ​order​ ​to reach​ ​a​ ​larger​ ​target​ ​audience.​ ​By​ ​targeting​ ​both​ ​locals​ ​and​ ​tourists​ ​from​ ​out​ ​of​ ​town,​ ​we​ ​can expand​ ​our​ ​consumer​ ​base.​ ​The​ ​building​ ​is​ ​located​ ​in​ ​historic​ ​downtown​ ​and​ ​was​ ​built​ ​in​ ​the early​ ​1900’s​ ​and​ ​is​ ​the​ ​only​ ​remaining​ ​ice​ ​manufacturing​ ​plant​ ​in​ ​North​ ​Florida.​ ​When​ ​the owners​ ​of​ ​the​ ​building​ ​remodeled​ ​they​ ​wanted​ ​people​ ​to​ ​be​ ​“overwhelmed​ ​by​ ​the​ ​sense​ ​of history​ ​an​ ​authentic​ ​turn​ ​of​ ​the​ ​century​ ​manufacturing​ ​plant​ ​can​ ​bestow”​ ​(Restoring​ ​St. Augustine’s​ ​Historic​ ​Ice​ ​Plant).​ ​The​ ​Ice​ ​Plant​ ​and​ ​Distillery​ ​use​ ​Facebook,​ ​Twitter,​ ​Pinterest​ ​and Instagram​ ​to​ ​promote​ ​their​ ​craft​ ​drinks​ ​and​ ​specials.

Objectives/Goals​ ​As​ ​stated​ ​earlier,​ ​the​ ​current​ ​social​ ​media​ ​problem​ ​for​ ​these​ ​businesses​ ​is​ ​that​ ​the​ ​St. Augustine​ ​Distillery​ ​does​ ​not​ ​have​ ​a​ ​Facebook​ ​account.​ ​ ​Because​ ​of​ ​this,​ ​it​ ​is​ ​very​ ​difficult​ ​for our​ ​target​ ​audience​ ​to​ ​be​ ​able​ ​to​ ​actively​ ​engage​ ​with​ ​a​ ​place​ ​they​ ​love.​ ​ ​Since​ ​there​ ​is​ ​not​ ​a Facebook,​ ​consumers​ ​are​ ​unable​ ​to​ ​share​ ​or​ ​tag​ ​their​ ​thoughts​ ​and​ ​experiences​ ​with​ ​others.

Our​ ​coherent​ ​message​ ​and​ ​theme​ ​to​ ​be​ ​communicated​ ​via​ ​the​ ​campaign​ ​is​ ​that​ ​The​ ​St. Augustine​ ​Distillery​ ​and​ ​the​ ​Ice​ ​Plant​ ​are​ ​typically​ ​advertised​ ​as​ ​separate​ ​entities.​ ​Our​ ​idea​ ​is​ ​to bring​ ​the​ ​two​ ​businesses​ ​together​ ​as​ ​one​ ​since​ ​you​ ​truly​ ​cannot​ ​have​ ​one​ ​without​ ​the​ ​other.

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Below​ ​we​ ​have​ ​come​ ​up​ ​with​ ​our​ ​main​ ​goal​ ​for​ ​the​ ​campaign​ ​along​ ​with​ ​unique objectives​ ​that​ ​we​ ​believe​ ​will​ ​market​ ​these​ ​two​ ​businesses​ ​as​ ​a​ ​whole​ ​to​ ​make​ ​our​ ​target audience​ ​of​ ​tourists​ ​and​ ​locals​ ​to​ ​keep​ ​coming​ ​back​ ​and​ ​most​ ​importantly,​ ​want​ ​to​ ​come​ ​back because​ ​of​ ​the​ ​social​ ​media​ ​presence​ ​the​ ​two​ ​businesses​ ​put​ ​out. ●

Goal-​​ ​To​ ​use​ ​the​ ​St.​ ​Augustine​ ​Distillery​ ​tour​ ​to​ ​draw​ ​people​ ​into​ ​the​ ​Ice​ ​Plant​ ​by marketing​ ​the​ ​two​ ​businesses​ ​as​ ​a​ ​whole.

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Objective​ ​1-​​ ​To​ ​increase​ ​knowledge​ ​of​ ​the​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant​ ​as​ ​a joint​ ​business​ ​to​ ​locals​ ​and​ ​draw​ ​in​ ​tourists​ ​by​ ​35%

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Objective​ ​2​-​ ​Make​ ​45%​ ​of​ ​tourists​ ​and​ ​locals​ ​aware​ ​that​ ​the​ ​Ice​ ​Plant​ ​is​ ​a​ ​part​ ​of​ ​the​ ​St. Augustine​ ​Distillery

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Objective​ ​3-​ ​Increase​ ​foot​ ​traffic​ ​by​ ​50%​ ​to​ ​the​ ​Ice​ ​Plant​ ​after​ ​the​ ​St.​ ​Augustine​ ​Distillery tour In​ ​order​ ​to​ ​justify​ ​how​ ​our​ ​above​ ​objectives​ ​are​ ​fulfilled​ ​for​ ​this​ ​social​ ​media​ ​campaign​ ​a

Qualtrics​ ​survey​ ​was​ ​distributed​ ​on​ ​social​ ​media​ ​pages.​ ​ ​You​ ​can​ ​see​ ​the​ ​appendices​ ​or​ ​see below​ ​in​ ​the​ ​evaluation/measurement​ ​statement.​ ​ ​Because​ ​of​ ​our​ ​main​ ​goal,​ ​various​ ​objectives and​ ​specific​ ​strategies​ ​appeal​ ​to​ ​our​ ​customer​ ​insight​ ​and​ ​online​ ​relationship​ ​with​ ​our​ ​target audience​ ​will​ ​be​ ​greater.

Strategies​ ​In​ ​order​ ​to​ ​stand​ ​out​ ​from​ ​the​ ​crowd,​ ​the​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant​ ​intend​ ​to implement​ ​three​ ​main​ ​strategies: 1.​​ ​ ​ ​ ​Combine​ ​promotion​ ​for​ ​the​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant,​ ​so​ ​customers automatically​ ​affiliate​ ​them​ ​together.​ ​The​ ​St​ ​Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant​ ​are​ ​currently

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separated​ ​as​ ​far​ ​as​ ​promotion​ ​is​ ​concerned.​ ​It​ ​is​ ​important​ ​for​ ​customers​ ​to​ ​have​ ​knowledge about​ ​both​ ​parts​ ​of​ ​the​ ​business,​ ​and​ ​implementing​ ​specific​ ​tactics​ ​to​ ​fix​ ​this​ ​problem​ ​is​ ​crucial.

2.​​ ​ ​ ​ ​Create​ ​a​ ​social​ ​media​ ​presence​ ​to​ ​inform​ ​others​ ​about​ ​the​ ​St.​ ​Augustine​ ​Distillery​ ​and Ice​ ​Plant,​ ​in​ ​order​ ​to​ ​increase​ ​traffic​ ​online​ ​and​ ​on-location.​​ ​ ​Social​ ​media​ ​is​ ​an​ ​incredibly smart​ ​and​ ​efficient​ ​way​ ​of​ ​spreading​ ​the​ ​intended​ ​message.​ ​The​ ​message​ ​is​ ​reached​ ​to​ ​the consumers​ ​quickly,​ ​and​ ​provides​ ​the​ ​potential​ ​customers​ ​with​ ​all​ ​of​ ​the​ ​information​ ​needed.

Since​ ​The​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant​ ​are​ ​associated​ ​together,​ ​the​ ​social​ ​media marketing​ ​for​ ​each​ ​name​ ​should​ ​flow​ ​together​ ​smoothly.​ ​We​ ​intend​ ​to​ ​create​ ​specific​ ​social media​ ​tactics​ ​to​ ​accomplish​ ​this​ ​strategy.​ ​The​ ​result​ ​of​ ​this​ ​strategy​ ​would​ ​be​ ​to​ ​attract​ ​more traffic​ ​to​ ​the​ ​website​ ​and​ ​on-site​ ​at​ ​the​ ​business.

3.​​ ​ ​ ​ ​Emphasize​ ​the​ ​importance​ ​of​ ​video​ ​marketing,​ ​and​ ​feature​ ​the​ ​content​ ​on​ ​media platforms.​ ​We​ ​live​ ​in​ ​a​ ​visual​ ​world,​ ​and​ ​video​ ​marketing​ ​is​ ​growing​ ​in​ ​popularity.​ ​Often consumers​ ​look​ ​to​ ​find​ ​videos​ ​of​ ​the​ ​company​ ​they​ ​are​ ​interested​ ​in.​ ​Not​ ​only​ ​does​ ​it​ ​create​ ​a professional​ ​look​ ​for​ ​the​ ​company,​ ​it​ ​gives​ ​consumers​ ​a​ ​very​ ​specific​ ​idea​ ​of​ ​what​ ​they​ ​are searching​ ​for.​ ​If​ ​videos​ ​are​ ​frequently​ ​being​ ​posted,​ ​there​ ​is​ ​a​ ​higher​ ​chance​ ​of​ ​creating​ ​a​ ​loyal following​ ​of​ ​customers.​ ​Not​ ​only​ ​would​ ​video​ ​marketing​ ​be​ ​informative,​ ​but​ ​could​ ​be​ ​shared easily.

Tactics/Technology In​ ​order​ ​to​ ​implement​ ​our​ ​strategies​ ​and​ ​begin​ ​our​ ​tactics,​ ​a​ ​huge​ ​re-brand​ ​was incredibly​ ​necessary.​ ​The​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant​ ​advertised​ ​their​ ​websites​ ​and social​ ​media​ ​sites​ ​separately,​ ​this​ ​resulted​ ​in​ ​a​ ​social​ ​media​ ​marketing​ ​problem.​ ​There​ ​was​ ​not even​ ​a​ ​link​ ​on​ ​the​ ​sister​ ​site​ ​to​ ​the​ ​other​ ​company.​ ​The​ ​St.​ ​Augustine​ ​Distillery’s​ ​free​ ​tour​ ​could easily​ ​be​ ​marketed​ ​with​ ​the​ ​Ice​ ​Plant​ ​as​ ​the​ ​end​ ​point​ ​thus​ ​making​ ​the​ ​two​ ​a​ ​packaged​ ​deal,​ ​but

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this​ ​separation​ ​has​ ​cancelled​ ​out​ ​this​ ​possibility.​ ​So​ ​what​ ​did​ ​we​ ​do​ ​about​ ​this?​ ​We​ ​combined the​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant​ ​into​ ​one​ ​logo​ ​for​ ​social​ ​media.​ ​We​ ​created​ ​accounts under​ ​the​ ​title​ ​The​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant​ ​Bar.​ ​However,​ ​we​ ​took​ ​a​ ​different approach​ ​for​ ​the​ ​individual​ ​websites.​ ​We​ ​created​ ​a​ ​landing​ ​website​ ​which​ ​redirects​ ​viewers​ ​to either​ ​the​ ​Distillery​ ​website​ ​or​ ​the​ ​Ice​ ​Plant​ ​site​ ​by​ ​clicking​ ​on​ ​the​ ​desired​ ​destination.​ ​The​ ​sites will​ ​remain​ ​this​ ​way​ ​in​ ​order​ ​to​ ​declutter​ ​the​ ​main​ ​site.​ ​A​ ​mock​ ​of​ ​this​ ​is​ ​demonstrated​ ​in​ ​the appendices.

The​ ​tactics​ ​we​ ​will​ ​be​ ​using​ ​to​ ​accomplish​ ​our​ ​objectives​ ​and​ ​strategies​ ​are​ ​Facebook, Youtube,​ ​Instagram,​ ​and​ ​Twitter.​ ​All​ ​of​ ​these​ ​sites​ ​will​ ​be​ ​under​ ​the​ ​combined​ ​title​ ​ ​“St. Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant”​ ​our​ ​handle​ ​will​ ​be​ ​@distilleryandiceplantbar.​ ​We​ ​will​ ​use Hootsuite​ ​to​ ​curate​ ​content​ ​and​ ​keep​ ​our​ ​posts​ ​consistent​ ​and​ ​our​ ​followers​ ​informed​ ​as​ ​well​ ​as entertained.​ ​We​ ​will​ ​gear​ ​our​ ​posts​ ​to​ ​sell​ ​the​ ​free​ ​Distillery​ ​tour​ ​and​ ​the​ ​Ice​ ​Plant​ ​as​ ​a​ ​two​ ​part event!

Twitter​ ​will​ ​be​ ​curated​ ​to​ ​post​ ​about​ ​all​ ​website​ ​updates​ ​as​ ​well​ ​as​ ​reposts​ ​from Instagram​ ​and​ ​Facebook.​ ​We​ ​want​ ​this​ ​platform​ ​to​ ​have​ ​all​ ​the​ ​latest​ ​updates​ ​or​ ​social​ ​media posts​ ​and​ ​links​ ​to​ ​where​ ​the​ ​original​ ​content​ ​can​ ​be​ ​found.​ ​Our​ ​customers​ ​will​ ​appreciate​ ​this ‘one​ ​stop​ ​shop’​ ​and​ ​use​ ​twitter​ ​as​ ​their​ ​company​ ​resource.

Youtube​ ​will​ ​be​ ​linked​ ​with​ ​Facebook​ ​and​ ​Instagram.​ ​Once​ ​a​ ​month​ ​we​ ​will​ ​schedule​ ​to post​ ​a​ ​new​ ​drink​ ​tutorial​ ​on​ ​Youtube.​ ​Once​ ​this​ ​content​ ​is​ ​launched​ ​facebook​ ​will​ ​be​ ​scheduled to​ ​post​ ​a​ ​video​ ​link​ ​to​ ​this​ ​tutorial.​ ​Instagram​ ​will​ ​post​ ​a​ ​30​ ​second​ ​preview​ ​of​ ​this​ ​video​ ​with​ ​a caption​ ​directing​ ​fans​ ​to​ ​the​ ​Youtube​ ​page.​ ​The​ ​reason​ ​behind​ ​this​ ​is​ ​to​ ​keep​ ​our​ ​customers entertained​ ​and​ ​loyal.​ ​By​ ​providing​ ​this​ ​consistency,​ ​our​ ​customers​ ​will​ ​remember​ ​to​ ​check​ ​our sites​ ​and​ ​combining​ ​platforms​ ​will​ ​keep​ ​traffic​ ​moving.

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Facebook​ ​will​ ​be​ ​our​ ​main​ ​platform​ ​for​ ​customer​ ​interaction,​ ​second​ ​being​ ​Instagram.

On​ ​Facebook​ ​we​ ​will​ ​comment​ ​on​ ​reviews​ ​and​ ​pictures.​ ​We​ ​will​ ​answer​ ​all​ ​messages​ ​and​ ​post our​ ​latest​ ​specials​ ​and​ ​deals​ ​from​ ​the​ ​Distillery​ ​and​ ​the​ ​Ice​ ​Plant​ ​to​ ​reach​ ​our​ ​target​ ​audience quickly.​ ​We​ ​can​ ​tailor​ ​and​ ​promote​ ​our​ ​posts​ ​to​ ​release​ ​when​ ​Facebook​ ​is​ ​most​ ​used.​ ​Reaching our​ ​audience​ ​quickly​ ​and​ ​constantly​ ​by​ ​providing​ ​entertainment​ ​and​ ​specials​ ​on​ ​their​ ​timeline will​ ​keep​ ​our​ ​fans​ ​loyal​ ​and​ ​engaged​ ​in​ ​our​ ​brand.​ ​Building​ ​brand​ ​awareness​ ​is​ ​crucial.

Instagram​ ​will​ ​be​ ​used​ ​as​ ​a​ ​form​ ​of​ ​interaction​ ​with​ ​our​ ​customers.​ ​Instagram​ ​is​ ​a​ ​visual platform​ ​so​ ​we​ ​will​ ​post​ ​pictures​ ​relating​ ​to​ ​the​ ​theme​ ​of​ ​our​ ​brand,​ ​we​ ​will​ ​also​ ​comment​ ​and like​ ​images​ ​that​ ​we​ ​are​ ​tagged​ ​in.​ ​Our​ ​customers​ ​will​ ​find​ ​our​ ​page​ ​visually​ ​pleasing​ ​and consistent​ ​in​ ​theme.​ ​No​ ​promotional​ ​images​ ​will​ ​be​ ​posted​ ​to​ ​avoid​ ​looking​ ​like​ ​an advertisement,​ ​as​ ​this​ ​may​ ​cause​ ​fans​ ​to​ ​unfollow.​ ​Instagram​ ​will​ ​attract​ ​our​ ​target​ ​audience and​ ​our​ ​strategically​ ​themed​ ​images​ ​will​ ​keep​ ​them​ ​waiting​ ​for​ ​more.

Evaluation/Measurement To​ ​evaluate​ ​and​ ​measure​ ​the​ ​effectiveness​ ​of​ ​our​ ​campaign​ ​it​ ​is​ ​important​ ​to​ ​first understand​ ​where​ ​the​ ​businesses​ ​currently​ ​stand​ ​and​ ​know​ ​how​ ​many​ ​people​ ​are​ ​interested​ ​in continuing​ ​through​ ​to​ ​the​ ​Ice​ ​Plant​ ​after​ ​touring​ ​the​ ​St.​ ​Augustine​ ​Distillery.​ ​To​ ​determine​ ​this​ ​a qualtrics​ ​survey​ ​was​ ​created​ ​and​ ​sent​ ​out​ ​via​ ​social​ ​media​ ​and​ ​collected​ ​a​ ​total​ ​of​ ​50 responses.​ ​41%​ ​of​ ​respondents​ ​had​ ​visited​ ​the​ ​distillery​ ​previously​ ​and​ ​of​ ​this​ ​percentage,​ ​58% of​ ​respondents​ ​were​ ​asked​ ​to​ ​continue​ ​on​ ​to​ ​the​ ​Ice​ ​Plant​ ​after​ ​their​ ​tour.​ ​59%​ ​of​ ​respondents had​ ​never​ ​been​ ​to​ ​the​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​89%​ ​had​ ​never​ ​been​ ​to​ ​the​ ​Ice​ ​Plant.

Respondents​ ​who​ ​had​ ​visited​ ​the​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant​ ​were​ ​asked​ ​to rate​ ​their​ ​overall​ ​experience​ ​on​ ​a​ ​scale​ ​of​ ​1-10.​ ​The​ ​St.​ ​Augustine​ ​Distillery​ ​had​ ​an​ ​average overall​ ​rating​ ​of​ ​7.6​ ​and​ ​the​ ​Ice​ ​Plant​ ​had​ ​an​ ​average​ ​of​ ​7.7.​ ​78%​ ​of​ ​respondents​ ​were

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interested​ ​in​ ​visiting​ ​the​ ​distillery​ ​again​ ​and​ ​continuing​ ​on​ ​to​ ​the​ ​Ice​ ​Plant​ ​to​ ​try​ ​more​ ​of​ ​the distillery’s​ ​products.

With​ ​these​ ​results​ ​it​ ​was​ ​clear​ ​to​ ​see​ ​the​ ​overall​ ​goal​ ​of​ ​the​ ​campaign​ ​is​ ​something​ ​that consumers​ ​want​ ​to​ ​see.​ ​The​ ​new​ ​tactics​ ​from​ ​the​ ​campaign​ ​will​ ​focus​ ​on​ ​promoting​ ​the​ ​two businesses​ ​as​ ​a​ ​whole.​ ​The​ ​St.​ ​Augustine​ ​Distillery​ ​and​ ​Ice​ ​Plant​ ​will​ ​combine​ ​all​ ​social accounts​ ​and​ ​utilize​ ​online​ ​technology​ ​to​ ​increase​ ​marketing​ ​activity.​ ​The​ ​curated​ ​content​ ​on each​ ​social​ ​media​ ​platform​ ​will​ ​shed​ ​the​ ​company​ ​in​ ​a​ ​positive​ ​light​ ​and​ ​help​ ​consumers​ ​gain​ ​an interest​ ​in​ ​their​ ​products.

As​ ​the​ ​new​ ​tactics​ ​are​ ​implemented,​ ​effectiveness​ ​can​ ​be​ ​measured​ ​by​ ​an​ ​increase​ ​in sales​ ​at​ ​both​ ​the​ ​distillery​ ​and​ ​Ice​ ​Plant.​ ​Furthermore​ ​it​ ​can​ ​be​ ​measured​ ​by​ ​how​ ​many​ ​visitors come​ ​in​ ​to​ ​the​ ​distillery​ ​and​ ​continue​ ​on​ ​to​ ​the​ ​Ice​ ​Plant​ ​and​ ​stay​ ​for​ ​a​ ​longer​ ​period​ ​of​ ​time.

Sales​ ​Associates​ ​and​ ​Tour​ ​Guides​ ​can​ ​also​ ​engage​ ​in​ ​conversations​ ​with​ ​customers​ ​and​ ​see what​ ​brought​ ​them​ ​into​ ​the​ ​Distillery​ ​and​ ​Ice​ ​Plant.​ ​By​ ​doing​ ​so​ ​the​ ​business​ ​can​ ​learn​ ​more about​ ​their​ ​consumers​ ​and​ ​whether​ ​or​ ​not​ ​the​ ​tactics​ ​are​ ​beneficial.

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Bibliography:

​ ​Restoring​ ​St.​ ​Augustine’s​ ​Historic​ ​Ice​ ​Plant.​ ​(2014,​ ​February​ ​15).​ ​Retrieved​ ​December​ ​2,​ ​2015, from​ ​http://staugustinedistillery.com/journal/2014/02/restoring-ice-plant/

​ ​St.​ ​Augustine,​ ​Florida.​ ​(n.d.).​ ​Retrieved​ ​December​ ​2,​ ​2015,​ ​from http://www.city-data.com/city/St.-Augustine-Florida.html

St.​ ​Augustine​ ​Distillery​ ​Grand​ ​Opening​ ​|​ ​St.​ ​Augustine,​ ​FL.​ ​(n.d.).​ ​Retrieved​ ​December​ ​2,​ ​2015, from​ ​http://augustine.com/event/st-augustine-distillery-grand-opening

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Appendices: New​ ​Branding

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New​ ​Website

​ ​ ​ ​ ​ ​DISTILLERY​ ​and​ ​BAR​ ​buttons​ ​redirect​ ​viewer​ ​to​ ​the​ ​original​ ​websites.

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New​ ​Facebook

New​ ​Youtube

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New​ ​Instagram

New​ ​Twitter

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