Ninkasi Media Plan Book

MEDIA PLAN SAN FRANCISCO, BAY AREA Kristen Larson Brooke Gansemer Iris Tian

Executive Summary WE AIMED TO CREATE AWARENESS THROUGH SOCIAL MEDIA BASED TACTICS. WE FOCUS ON NINKASI BUILDING A STRONGER BRAND RELATIONSHIP WITH THEIR CONSUMERS IN THE BAY AREA.

NINKASI BREWING COMPANY COMMUNITY SUSTAINABLE ORIGINAL BETTER LIVING ECO-FRIENDLY FOR THE PEOPLE EXPERIENCE

OBJECTIVE PAIR WITH MORE COMMUNITY BASED EVENTS + TARGET SOCIAL MEDIA + GET PEOPLE CURIOUS ABOUT AND TRYING NINKASI = GAIN 10% MORE AWARENESS

Audience 24

TO

45

YRS OLD

Media Mix SOCIAL MEDIA

60% MEN

BUILDING RELATIONSHIPS THROUGH

40% WOMEN

COMMUNITY ACTIVITIES

HOBBIES IN

MUSIC, BIKING + ART ECOFRIENDLY

OPEN MICNIGHTS THROUGHOUT BAY AREA SPONSORING

BIKE EVENTS

OPEN MIC NIGHTS JANUARY - MARCH

NINKASI TAP TAKEOVER The Riptide Tavern

Peri’s

19th and Broadway

BUDGET = INTERNAL COSTS ONLY Ninkasi staff will work the event to share their knowledge of Ninkasi craft beer and also to cut costs for the bar.

SAN FRANCISCO BIKE MONTH SAN FRANCISCO BICYCLE COALITION

CRAFTS AND CRAFT BEER MAY 3RD

42% COLLEGE GRADS

23RD ANNUAL GOLDEN WHEEL AWARDS JULY 2015

50%

64%

POST GRADUATE EDUCATION

25-44 YRS OLD

BUDGET 23RD ANNUAL GOLDEN WHEEL AWARDS

CRAFTS AND CRAFT BEER

$500

$2,500

DONATION

DONATION AS A SPONSOR

INCLUDES

INCLUDES PRINTED PROGRAM

NINKASI TENT WITH MERCHANDISE

WEBSITE

NINKASI APPEARANCE TOWARD THE CRAFT BEER DRINKER DEMOGRAPHIC

ANNUAL REPORT APPEARANCE TAX DEDUCTIBLE EMAIL INVITATIONS (35,000 RECIPIENTS) NEWSLETTER (40,000 RECIPIENTS) PRINT INVITATIONS TWO FREE TICKETS

TOTAL = $3,000

#GOLDENSTATEofBEER SPECIAL RELEASE

Golden Gate Bridge 78th Anniversary #GOLDENSTATEofBEER BUILDS SOCIAL MEDIA AWARENESS AND A STRONGER BRAND RELATIONSHIP.

HOLIDAY CLOTHING DONATION

NOVEMBER-DECEMBER

WE WILL GIVE THOSE WHO DONATE THROUGH ST. ANTHONY’S SAN FRANCISCO A WRISTBAND THAT SHOWS THEY HAVE PERPETUATED #BETTERLIVING WITH NINKASI IN THEIR COMMUNITY.

23 CENTS A WRISTBAND X 1,000 WRISTBANDS

TOTAL = $230.00

Alternatives 3D CHALK ART WITH SOCIAL MEDIA TIE IN CABLE CAR NINKASI SEATS UNION SQUARE NIKASI BOTTLE LIGHTS DURING THE WINTER MONTHS

Media Flowchart

Evaluation Evaluations BRAND AWARENESS IN THE BAY AREA DID WE INCREASE OUR AWARENESS BY 10 PERCENT?

TRACKING THROUGH SOCIAL MEDIA FACEBOOK: 51,389 TWITTER:

26,900

INSTAGRAM: 11,075

POPULATION ESTIMATE IN SAN FRANCISCO BAY AREA: 7.4million POPULATION ESTIMATE IN CALIFORNIA: 38 million

BRAND COMPREHENSION AND OBSERVATION

DID WE STAY TRUE TO THE BRAND?