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Talking Dog Advertising CASE STUDY 1
The Brew CrEW............................ 3 Behind the BreW..........................5
Table of ContentS
The BreakDown........................... 9 Making Our Brand HoP...............15 Drinking Buddies.......................39 The FINAL BATCH.........................41
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The BREW CREW The TEAM 3
Stacy Garrett Account Executive
Caitlin GLasscock EMILY MUSGROVE Digital Specialist
Orlando Pimentel Art Director
Strategic Planner
Lauren SmitH Project Manager
Lilly NunnALLY Copywriter
J.P. VAN WERT Photographer
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Behind the Brew BACKGROUND 5
The Southern Brewing Company first opened its doors on May 7, 2015, by co-owners Brian Roth and Rick Goddard. Roth and Goddard met in 2008, where the two set out on a quest to open a “true to its heritage� brewery. Eight years and 520 brewery visits later, Southern Brewing Company was established in Athens, Georgia. The property boasts the first purpose-built brewery in the state, nestled within 15-acres of land and located just 2.5 miles outside of downtown Athens. They brew 18 varying styles of beer with some of the freshest and locally sourced products. Athens is known for its tightly-knit community, lively music, and arts scene, so they wanted to give the city a place where all of these incredible aspects could be brought to life. SBC also fosters a southern and hospitable atmosphere, welcoming people of all ages and backgrounds, and even dogs. They work to support as much of the Athens community as possible by sourcing local products, with an eventual dream to brew using 100% locally grown ingredients. For example, the Wild Azalea Saison is created using the yeast from the Azaleas in their backyard that they have preserved and re-cultivated, with the help of the UGA Agriculture Department. They take pride in the fact that there are less than 50 breweries in the country running a similar yeast harvesting program.
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SWOT strengths
• Local craft brewery known for its authentic taste and feel • Brewery space is very large • Compared to other local breweries, SBC has an extensive list of product • Has distinctive value for tradition • Brewery open later hours than others
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Opportunities
Large beer-loving market currently in Athens Large potential market for craft beer in Georgia Large amount of space available for event hosting Target market is open to trying new activities Small percentage of microbreweries in the state of Georgia Potential brand differentiation Absence of a brewery in Georgia with “southern culture” branding
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Weaknesses
Beer not shelved (only draft) Logo is not iconic Lack of established, consistent social media presence Elementary website Low brand awareness Lacks strong, consistent brand voice Generic product names Brewery location is perceived to be relatively far from central Athens
THREATS
• Already two well-established local breweries in Athens • Craft beer market saturated in Atlanta and US • Competitors can easily steal market share on draft brews in restaurants and bars • Athens community has a lot of leisurely activities for its consumers to participate in • Athens area has a high concentration of bars
CREATIVE BRIEF Promise Southern Brewing Company offers a laidback atmosphere for the Athens community to escape the bustle of town, while enjoying a vast selection of locally sourced craft beer.
Tone Welcoming
ROOTED
UNWIND
Southern TRADITION
The Southern Brewing Company isn’t just a place for the typical southerner, but for anyone and everyone who has ever felt rooted in the south, with enough beers to suit any personality
The Southern Brewing Company prides themselves on being deep rooted within the Athens’ community, whether it be their loyalty to Athens partners or their ability to source locally
The Southern Brewing Company provides a place for the people of Athens to escape the bustle of town
The Southern Brewing Company encompasses every sense of the word, from their southern named beers to the “big southern family” vibe that radiates across their brewery lawn
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TARGET AUDIENCE Southern Brewing Company is welcoming to family, friends, pets, and die hard Georgia fan, so the target audience for our campaign is all beer and wine drinkers 21 years and older. Our primary audience is local Athenians who enjoy drinking beer and wine, and our secondary audience includes college students of drinking age.
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BLONDE ALE BEN Ben is 33 years old and currently lives in Athens with his family. He is married to Meredith, and they have two kids ages 1 and 4. Ben graduated from Clemson, and Meredith graduated from the University of Georgia. They are partial to UGA football, however, Meredith wants their kids to be bulldawgs through and through. Meredith is a professor at the university here, and Ben works for Deloitte and commutes to Atlanta for work. Since the weekdays are so busy, the weekends are family time for Ben and Meredith. They love to watch Georgia football in the fall, and still love to reminisce on their college days.
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Water, Barley, Hops, YEast: The Breakdown Executive Summary 11
SUMMARY The Southern Brewing Company is an Athens-based brewery specializing in craft beers, locally sourced ingredients and southern hospitality. They are nestled just outside of downtown. What makes them so unique is their openness, as they invite families, friends and pets alike. The Southern Brewing Company team has an extensive knowledge of beers and knows how to put a customer at ease, even with their plethora of beers to choose from. Being the youngest of the three major craft breweries in Athens, we wanted to help them establish a presence in the minds of all Athens beer and wine drinkers, ages 21 and up. To ensure we made it into the hearts of every beer and wine drinker in Athens, we decided we needed to increase their brand awareness, as well as establish cohesive branding across all platforms.
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Problem
Because Southern Brewing Company is the youngest of the three major breweries in Athens and the only one that doesn’t can their beers, we faced a lack of awareness across the general Athens population of drinkers 21 years and older. Our second problem is that the brewery was creating promotional content that wasn’t cohesive, which established a weak brand personality, leading to lack of brand recognition.
SOlution
Our objectives were to completely revamp their digital presence to create a cohesive and user-friendly experience across platforms. This includes constructing a new website and creating a consistent brand personality on social media. Consistency in design was also an important attribute we brought to SBC. We created original designs for each medium, which would also be customizable as templates. Our solutions should allow for an increase in awareness across our target market, as well as sales.
Results
We successfully increased our social presence by establishing brand congruency between Facebook and Instagram, as well as increasing followers on both platforms.
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The CHALLENGE Athens is home to two well-established craft breweries, and the Southern Brewing Company lacked a strong brand personality to differentiate itself. SBC is a place for the Athens community to kick back, relax, and enjoy a cold one, but their inconsistent messaging across social media has prevented them from developing a true brand identity. As a relatively new company, they have little brand awareness among their target audience as well.
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The Strategy After establishing Southern Brewing Company’s key weaknesses, brand awareness and brand personality, we developed a strategy to revamp the look and feel of the brand. Southern Brewing Company embodies a welcoming and relaxing atmosphere, and we wanted to portray that in their new brand identity. We chose a new color scheme and tone that would set them apart from their competition, and we pushed the new identity on all social media platforms. In addition, we created a new website that encompasses the brand’s personality, including a promotional video showcasing the brewery experience. After developing a strong brand identity, we pushed to increase awareness by reaching out to Greek Life social chairs, utilizing social media platforms, and creating new sales sheets to be used for local restaurants and bars.
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Making Our Brand Hop REBRANDING 17
Your Drink Is CLOSER THAN YOU THINK #Find YOUR BREW
Southern Brewing Company welcomes everyone from all walks of life to come in and experience a new kind of brewery. With a wide range of amenities, and an extensive beer menu, there is something for everyone at SBC. They’re locally brewed, hospitably southern, and closer than one might think. For members of the community who have heard of Southern Brewing Company, a large percentage perceive it to be relatively far away, and it’s proven to be a consistent struggle in garnering new customers. However, SBC is less than 2 miles from downtown Athens!
“Your drink is closer than you think” is a tagline that is specific to the Athens market, but it can also be understood by consumers on a larger scale. Whether it be visiting the brewery for a tour, or visiting a restaurant and drinking their beer on draft, the delicious taste of SBC beer isn’t that far away. In addition, Southern Brewing Company sources many of its ingredients locally, reminding customers that their drink is in fact closer than they think. The tagline is coupled with #FindYourBrew because it can be widely used, and it references that vast selection of beer that SBC provides.
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BRAND DESIGN GUIDE COLORS Red Rust........................... Golden WheaT................. FOAM WHITE.....................
#be432c #f1cc4d #FFFFFF
TYPE HEADINGS: ROCKWELL EXTRA BOLD Body Copy: Rockwell Regular
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LOGO REDESIGN
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Final
ORIGINAL
Alternatives 22
BEER CANS
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Sales Sheets Sales sheets are product sheets that showcase descriptions and features of, in our case, the various beers offered by Southern Brewing Company. These sheets are brought to restaurants and bars to enhance the selling process and influence buying decisions. SBC’s original sales sheet lacked strong and consistent branding. Our updated sales sheets highlight each beer and its color, notes, hops, ABV percentage, and IBU.
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Beer Caddy
Promo ITEMS
Decal #1 27
Promotional items were very essential in SBC’s rebranding process; they are often low cost and efficient in stimulating brand awareness. The three items created were a decal, beer caddy, and tin tacker. The decals are simple and would be great for a laptop or on the back of a car; the beer caddies would use locally-sourced wood and be sold on site; and the tin tackers are used by breweries to hang at restuarants and bars. SBC’s tin tacker is branded with the Athens’ skyline to foster the local, hospitable sentiment that SBC and Athenians know and cherish.
Beer Caddy
TIN TACKER
Decal #2 28
WELCOME CENTER BROCHURE The Athens Welcome Center provides visitors with information to get the best out of their Classic City visit. The Athens drinking experience is one like no other, and the craft breweries here are top notch. The addition of a Southern Brewing Company information card at the Welcome Center not only helps give visitors the true Athens experience, but it also enhances brand awareness among its audience.
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INfoGRaphic Our Beer Guide infographic is structured for beer drinkers to find which beer is the best fit for them. With descriptions of beer types from light to dark, as well as Southern Brewing Company beer suggestions, it’s easy for consumers to #FindYourBrew. Additionally, the ingredients section allows them to better understand the notes, aromas, and flavors of beer.
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Guerilla Marketing For our guerrilla marketing event, we will host a social media-propelled scavenger hunt around downtown Athens. The scavenger hunt will be a 24-hour event for a “beer throne� made of Southern Brewing Company beer cans. The throne will change locations every hour, and we will utilize Facebook and Instagram to hint to our followers where the throne is. Signs will also be left at all of the previous locations, with messages encouraging audiences to follow Southern Brewing Company on social media. The throne will become a permanent installation at SBC after the event.
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WEBSITE We upgraded the Southern Brewing Company website from an elementary, black and white Wordpress site, to an informational, visually pleasing website. We included new photography and edited the copy to further identify with the new Southern Brewing Company branding.
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INstaGram We decided to focus much of our social media efforts towards creating consistent and cohesive content on SBC’s Instagram page. While SBC had created and utilized their Instagram page since early 2016, this platform was not exercised to its full potential in comparison to Facebook.
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One of the first steps was taking professional photos that captured all the warm, welcoming atmosphere SBC has to offer. We focused on warm tones and showcasing the beers and brewing process. Many of our photos found a home on Instagram beginning in February 2017, when we gained access and partial control of the page.
Facebook Facebook is the platform where content was most consistently posted. With the largest audience of their social media platforms, we wanted to carry the brand consistency and theme we started to create on Instagram over to Facebook; however, we soon understood their Facebook was a place with more informational and event-based content. With this in mind, we began to create more informative content soon after we gained access and partial control in February 2017.
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Snapchat A social platform that SBC had not yet utilized is Snapchat. SBC is a place for all families, couples old and young alike. That being said, we thought Snapchat would be an effective way to engage and target a younger college market. We set up an account in December 2016. We also designed geofilters to further increase brand awareness, inluding a generic design and event-specific design for their St. Patrick’s Day event.
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Photography
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Drinking Buddies Partnerships 41
PartnerSHIPS Strategic partnerships are a great way for both businesses to build brand loyalty, increase brand awareness, and promote friendly relations with local businesses. Athens has always had a local, friendly atmosphere and it’s not uncommon for small businesses to help each other out. Since SBC is passionate and loyal to the Athens community, a strategic partnership would benefit both from a business perspective and a marketing perspective. The Southern Brewing Company does several Tap Takeovers in a given month, and we hoped to increase this number with new suggestions that better target their younger audience.
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The Final Batch IMPACT 43
SOCIAL MEDIA FACEBOOK Facebook control remained primarily with SBC; however, we were able to collect data and metrics, giving us the opportunity to track successful engagement. Over a 6-month period, total page likes increased 11.63%.
INSTAGRAM By keeping consistent metrics of SBC’s social account, we were able to track a stable increase in followers and engagement. Once we gained partial control of Instagram in February 2017, average daily follower gain saw its first increase in 6 months and total monthly follower gain (by percent) also saw its first increase in 6 months. Average daily follower gain increased 77% and average likes per post increased 29%, when compared to the previous 4 months. Over a 6-month period, total followers increased 22%.
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Metrics ToTal FOllower Gain
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WEBSITE The new website launched towards the end of our campaign, so we were unable to gather statistics. However, it has been connected to Google Analytics for the Southern Brewing Company to manage visits, CTRs, duration, and more.
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CHEERS!
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