Beenleigh Artisan Distillery PR Proposal OCTOBER 2015
A BIT ABOUT BANGO.
IDENTIFYING AND CREATING PUBLICITY OPPORTUNITIES OUTSIDE OF THE BOX
Michelle Bates DIRECTOR
Bango Group is a PR and events agency based in Brisbane. Founded in 2011 by Michelle Bates, the agency began by providing local and national clients with PR and event management services. Identifying and creating publicity opportunities outside of the box is one of Bango Group’s biggest strengths. Michelle’s business background and ability to truly understand all types of demographics for a magnitude of sectors is what achieves
Bango Group results, along with extensive national media contacts, strategic thinking and results focused campaign management. Bango Group prides itself on a great team who are professional and have great attitudes, the key to which they believe forms a great working relationship with their clients. Team Bango have a ‘can do’ attitude and always endeavour to make those busy times more enjoyable.
BRANDS WE HAVE WORKED WITH.
WE HEAR YOU.
This is what we have based the following proposal on: ++ To create a six month PR strategy for the launch of Beenleigh Artisan Distillery to the public in late October/ Early November 2015
++ Beenleigh Artisan Distillery wants to be put on the ‘must visit’ map for those holidaying in SE Queensland (Brisbane & Gold Coast)
++ To create a PR strategy that focuses on building brand awareness locally and nationally through traditional and online media platforms
++ They want to engage with key bloggers and influencers, as well as build credibility with influential bars and consumers in inner city Brisbane to enhance consumer recruitment and brand perception
++ To focus initially on local media coverage to ensure visitors start flowing in after the doors are opened in late October/ Early November 2015 ++ To establish Beenleigh as a premium, crafted Australianowned and made rum that stands alone in quality and taste ++ To continue reinforcing the idea that the Beenleigh Artisan portfolio is a ‘must range’ product nationally, a quality spirit and game changer for the rum category in Australia
++ Beenleigh Rum want to target locals, local industry and tour operators, the liquor industry, key bloggers and influencers, as well as influential bars and consumers in inner city Brisbane
WHAT WE KNOW ABOUT BEENLEIGH RUM. ++ Beenleigh Artisan Distillers have been around since 1884
++ Beenleigh Rum is the 2nd largest rum distillery in Australia
++ The Beenleigh Artisan Distillery is opening to the general public in late October/early November 2015
++ Beenleigh Rum is committed to driving premiumisation of the Australian Rum category
++ This state of the art Visitor Centre will include a museum, private tasting room for VIP’s, bonded store, distillery only range of products, gifts, merchandise and tours
++ The Beenleigh Rum Portfolio has undergone a makeover that will communicate the crafted production that takes place by the Beenleigh Artisan Distillers in Queensland
++ They are introducing a new, affordable and accessible rum to the market that will maintain the crafted quality from Beenleigh Distillers ++ They are also introducing a new Cane Cutter Vodka derived from Queensland sugar cane ++ They will be releasing premium extensions and crafted lines as exclusives for the distillery as well
PR OUTREACH AND APPROACH. Traditional PR including media distribution and pitching to traditional and online media, focusing locally (Beenleigh & Brisbane) and nationally. We would lock in a 6 month strategy of angles and content to create consistent coverage and publicity focusing on increasing brand awareness and the number of people visiting the Beenleigh Artisan Distillery.
Educational/awareness pieces to help create brand awareness and position Beenleigh Rum as a premium, crafted Australian-owned and made rum that stands alone in quality and taste. Experiential PR including strategic media gifting and strategic partnership events (creative yet cost effective) to access more potential clients across their networks.
MEDIA TARGETS.
++ Brisbane Print Albert and Logan News, Courier Mail, Q Weekend, Sunday Mail, U on Sunday, Brisbane News, Bmag, and other relevant local quest newspapers ++ Brisbane TV Ten, Nine, Seven, ABC ++ Brisbane Radio Hit105, Nova, 97.3, ABC, 4BC, 4KQ, Logan FM ++ Online Brisbane Times, The Urban List, The Weekend Edition, Gourmand & Gourmet, Indulge Magazine, My City Life, The Good Guide, Brisbane Threads, Visit Brisbane, Must Do Brisbane ++ Food bloggers Brisbane Food Theory, Dine Brisbane, Our Town Brisbane, Eat Drink See Australia, Miss Foodie, Eat Drink + Be Kerry, Discover Brisbane to name a few ++ Industry Gourmet Traveller, Australian Bartender, Hospitality Magazine, National Liquor News, Beer and Brewer, Business Insider
TIMELINE OF ACTIVITY.
December ‘15 Invite 4 media/bloggers for an exclusive VIP tasting experience at the distillery Continue pitching to local and national media Host a Christmas/End of year themed event for bloggers and media at The Distillery, perhaps collaborate with a popular food truck
January ‘16 October ‘15 Refine and lock in six month strategy Draft media release to announce the opening of Beenleigh Artisan Distillery to the public Pitch to local media about the newly opened distillery, reintroducing the brand & what the new distillery has to offer (focusing on content that appeals to locals, local industry and tour operators) Pitch to national media (mainstream and industry) about the newly opened distillery, the new Vodka and other products exclusive to the distillery Organise a launch event, inviting 30-40 key media and bloggers to be the first to experience the new Beenleigh Artisan Distillery (working with the Beenleigh event team)
November ‘15 Continue inviting media for an exclusive VIP tasting experience at the distillery (we suggest feeding 4 media/bloggers per month to the onsite manager to ensure consistency in coverage) Continue pitching to local and national media
Tailored local and national media pitching, angles could include: ++ Meet the makers behind Beenleigh Rum ++ The story behind Beenleigh Rum ++ Rum 101: How to get started with Rum ++ 7 things about rum you probably didn’t know ++ Rum drinker profiles (show other people than who you perceive to drink rum) ++ Beenleigh Rum reviews from industry influencers both men and women ++ The new rum drinker ++ The new rum class, rum as you didn’t know it ++ Rum diaries ++ Rum through the ages Invite 4 media/bloggers for an exclusive VIP tasting experience at the distillery
February ‘16 Continue tailored pitching to local and national media Invite 4 media/bloggers for an exclusive VIP tasting experience at the distillery
March ‘16 Continue tailored pitching to local and national media
Partner with a key inner city Brisbane bar or venue to host a Christmas/End of year themed event
Invite 4 media/bloggers for an exclusive VIP tasting experience at the distillery
FEE BREAKDOWN AND TERMS
We envision the outlined activity to take approximately 13 hours per week.
We would like to offer Beenleigh Rum the following rates: Hourly rate: $90 plus GST per hour. Retainer fee: $5000 plus GST per month for six months. 13 hours a week, 55 hours a month.
Terms Payment of monthly fees are required up front before work is started Monthly invoices will be issued 7 day payment terms We charge a 10% fee on top of any third party supplier costs that you may require us to process on your behalf Significant extra hours worked on the account will be charged at $90 plus GST per hour for PR activity. If it appears that such an instance might occur we will seek Beenleigh Rum for approval prior to commencing any significant additional hours.
INTERNAL COMMUNICATION AGREEMENT.
Please take into consideration how you would like to structure our internal communication in a bid to streamline PR activities and not intrude too much in your work, we are here to make your life easier, not harder. We can tailor the below communication agreement to suit your needs, this is all up to you. We can be as connected or independent as you like.
Strategy Initial face to face meeting, campaign plan will be sent via email to you for written approval to start the scope of work.
Updates During our engagement you will receive fortnightly email updates regarding all PR activity.
Urgent Bango Group Director or Account Executive will phone nominated contact in the case that something is pressing.