Pour Taproom

CASE STUDY Talking Dog Agency

“A BEER AND WINE FESTIVAL EVERY DAY OF THE WEEK.”

MEET THE POURFECTORS

Allison Vagase

Matthew Schwartz

Ben Kirk

Rachel Larson

Account Executive

PR Specialist

Project Manager

PR Specialist

Lindy Simmons

Madison Rodriguez

Ginger Hall

Kara McKenna

Digital Specialist

Fetch Strategist

Art Director

Copywriter

Pour Taproom is a unique self-serve taproom that offers 85+ taps of beer, cider, and wine. They are located on the Atlanta Beltline near Krog Street Market.

They constantly rotate their selection so they can offer a beer festival every day.

Pour is privately owned and operated in Atlanta. While there are 9 other Pour Taproom locations, the Atlanta location stands completely on its own and is completely owned and operated by Ramon Ballister and Jon Kim.

The Brewing Process

RESEARCH & INSIGHTS

Strengths Only sports related bar on the BeltLine.

No other sports bar competition around them, other than downtown & midtown Atlanta.

Previous social media stayed on brand in terms of colors and audience.

Weaknesses

Opportunities

Threats

Was without marketing during opening and throughout the first several months of business.

Potential to open two additional locations in the Atlanta Metropolitan area.

Lowered concession prices at stadiums create increased competition.

Not enough focus on the products served.

Potential to move to other social media platforms other than Facebook and Instagram.

Customer base may prefer going to a bar or restaurant that also serves food.

Previous social media graphics and posts were not very consistent in terms of graphics and photos.

With a neat space, a lot of room for growth with photography and target market.

MEET RYAN Ryan is a 25-year-old male who enjoys meeting up with friends to catch a drink on the weekends. He’s also a huge Atlanta sports fan. He likes going to bars to watch sports games because he loves the energetic atmosphere. Ryan considers himself a trend-setter and enjoys dining and drinking at places that are different from what he’s used to. He’s willing to pay more for a total experience when he goes out for a night on the town. Ryan always looks for a craft beer when he’s out, and he likes to switch up his drink often to taste as many beers as he can. He always checks out a company’s social media page beforehand to get a feel for what they serve and how popular they are amongst others.

Jenny is a 22 year-old college student studying at Kennesaw State University. She is in a sorority and enjoys being able to go out for drinks with the girls on weekends. She likes to be outside and take her dog on walks. She recently discovered the Atlanta Beltline and enjoys walking on the trail to see different restaurants and shops. She loves events like “Paint and Sip” or karaoke nights, and is always looking for a good time. During the week, she spends a few hours doing schoolwork, but often takes study breaks to scroll through social media. She follows her favorite restaurants and bars on social media to keep up with different events and specials going on.

MEET Jennu Jenny

The Key to the Perfect Pour GOALS & OBJECTIVES

GOAL OF CAMPAIGN With the perfect location downtown on the Atlanta Beltline, Pour Taproom was already a premiere location for all things events, sports, and casual nights out. As a new local bar, the only problem was getting the word out.

As a team, we were tasked with increasing engagement with Instagram followers. To do this, we planned to post 4-5 times a week while we worked toward posting daily. We also planned to gain better content to have a more consistent and visually appealing feed.

Our second task was to expand the target market, while maintaining the current customer base. To accomplish this, we wanted to push a variety of different events like happy hours, ladies nights, and sporting events to our client base.

Focus on making Pour Taproom a go-to spot with monthly events, while promoting the location for private events, happy hours, and corporate events

Focus on making Pour Taproom the premiere location for MSL, NFL, and NCAA matches

SEPTEMBER

OCTOBER

NOVEMBER

Focus on Pour Taproom as the new, unique, and exciting location for holiday parties and private events

DECEMBER

JANUARY

FEBRUARY

MARCH

Timeline

Heading

Permanent Marker

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

Beer Foam #e4d29e

Red Wine #c82f2a

Roboto

Bubbly #ffffff

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Metal Tap #cccccb

Copy

Roboto Bold

Bartop #191919

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Beltline #07617c

SUBHEADING

Perfecting the Pour

THE EXECUTION

Instagram Revamp

While the existing Instagram page had a consistent posting schedule, the pictures posted did not fit the brand.

BEFORE

AFTER Our goal was to put out daily content that really highlighted the product and events going on in a way that was inviting and interesting to the visitors of the page.

New Photography

Giveaway In an effort to promote the enjoyable atmosphere of the taproom, we brought in Talking Dog’s photo and video team to capture the Pour experience in a bright and inviting way.

The addition of new photos and videos allowed us to efficiently market a more consistent aesthetic on our social media pages.

In November, we did our first giveaway....

THE RESULTS: 1.66% increase in Instagram followers 80.95% increase in likes 15,150% increase in comments

“ As a direct result of our public relations team’s efforts, Pour Taproom was featured in EatTravelGo’s blog featuring Atlanta’s best bars and taprooms.

Guests have the freedom to pay by the ounce rather than by the glass, so they will be able to taste a variety of options before committing to a full glass.

”

Private Events From the beginning, marketing toward happy hours, private parties, and corporate events were a main focus.

We tried to establish a target market that we felt specifically fit Pour’s vibe — entertainment operations, yoga studios, pet centers, etc. One event that some of our members had the opportunity to attend was hosted by Pandora. Ultimately, this event put more eyes on Pour’s business and cataylized other businesses to reach out and inquire about event hosting an event at Pour.

PANDORA EVENT

Table Card

Dinner Menu When redesigning the menus, our goal was to keep the existing sleek look and match it with a consistent color scheme. We wanted the same design concept for the table card menus.

Menu Design

Late Night Menu

Our public relations team wrote this release for Pour Taproom’s new location in Midtown Atlanta. Opening a second location is a great opportunity to get stories and information out to the public. After writing a first draft and making some edits that the client suggested, this final draft will be dispersed soon. It includes details about their partnership with Mix’d Up Foods and a newly written boilerplate.

PRESS RELEASE & MEDIA Pour Taproom’s media list consists of more than 30 contacts for influencers, editors, journalists, bloggers, etc.

With outlets such as the Atlanta Journal Constitution and Eater Atlanta, the Pour has access to many major news and media channels.

Tasting the Flight

RESULTS

Going forward, Pour should continue to host weekly events that are relevant to their target audience. They should keep a consistent voice when posting on social media to have a uniform profile. Pour should also focus more on their drink and food options when posting pictures. It’s best to avoid graphics that don’t fit with their brand aesthetic.

Lastly, we recommend featuring a calendar of events in the restaurant and at the top of their social media pages so customers know when things are happening.

Results and Recommendations We accomplished a lot throughout the year.

Established a connection with current and new customers by throwing weekly events.

Created a better social media presence by posting daily, on-brand images.

Made various connections with the local press and new business partners.

Crafted a consistent tone and voice for the brand.