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?