Craft Beer Brand Digital Strategy Template - DigitaFood.ie
Transcript of Craft Beer Brand Digital Strategy Template - DigitaFood.ie
Digital Strategy August, 2015
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Stage 1: Define opportunity First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.
Then we review current digital performance of the business based on evaluating the relevant KPIs and digital capabilities.
We will also define quantifiable SMART objectives based on your analytics and market insights to form a digital dashboard that will be reviewed at the action stage.
Stage 2: Create strategy
We will summarise where you will focus resources and investment to hit your targets.
We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.
Stage 3: Take action
Key planning of the tasks to implement your strategies: . Strategic digital initiative roadmap (31st March, 2016)
Agenda
Stage 1: Define opportunity
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Stage 1: Define opportunity : National context - Ireland
First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.
2.7 the average number of users connected to the Internet in Irish home at any one time
4.7 the average number of Internet enabled devices in the Irish home (versus just 2.6 in Germany)
4 625 855 Population (2015)
85% Penetration per IWS (2015)
45.2% Penetration rate (2012)
27.08 Mbps Broadband download speed (2015)
HIGH ONLINE PRESENCE OF IRELAND’S POPULATION
STRONG ENGAGEMENT OF THE POPULATION WITH SOCIAL MEDIA AND BUSINESS USING ONLINE FEEDBACK
St Canice’s Cathedral stcanicescathedral.ie/
Black Abbey blackabbey.ie/
Kilkenny Castle kilkennycastle.ie
Dunmore Cave heritageireland.ie/en/south-east/dunmorecave/
Jerpoint Abbey heritageireland.ie/en/south-east/jerpointabbey/
Rothe House rothehouse.com/
St. Mary’s Cathedral stmaryscathedral.ie/
Kells Priory visitkilkenny.ie/kells_priory
Butler Gallery butlergallery.com
The Tholsel
Church of St John, the Evangelist
Google Trends (Places of interest):
Stage 1: Define opportunity : Local context - Kilkenny
First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.
KILKENNY IS A POPULAR TOURISM DESTINATION IN SOUTH-EAST PART OF IRELAND
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24 423 Population (2011)
kilkenny.ie website
@kilkenny 5k followers on Twitter
THE PEOPLE IN CITY - LOCALS AND TOURISTS - SEARCH ABOUT AND INTERACT WITH THESE TOPICS, OUT AND IN THE DIGITAL MEDIA
Arts
CultureHeritage
Sports
Tag Cloud:
MusicMemoryEntertainment
City
St. Patrick's Day
Go local
Stage 1: Define opportunity : People / Customers
First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.
KILKENNY IS A POPULAR TOURISM DESTINATION IN SOUTH-EAST PART OF IRELAND
#kilkenny
99.9k posts
places on instagram
people on instagram
#kilkennys
99.9k posts#kilkennycastle
4.7k posts
BESIDES THE HISTORIC BUILDINGS, THE CITY HAS A STRONG INTEREST IN CULTURE, ARTS, SPORTS AND… BEER (THANK GOD!)
#Kilkenny on Instagram Search:
First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.
#arts#music #stpatricksday#sports #gaa
KILKENNY IS A POPULAR TOURISM DESTINATION IN SOUTH-EAST PART OF IRELAND
Influent profiles on Twitter:
8,6k followers on Twitter @kilkennyArts
2k followers on Twitter @kilkennyRFC
20,1k followers on Twitter @kilkennyCLG
Common tags on Web and Social Media:
THOSE INTERESTS ARE PRESENT IN THEIR SOCIAL NETWORKS AND HAVE POTENTIAL OF ENGAGEMENT TO START CONVERSATIONS WITH THE CONSUMER
Stage 1: Define opportunity : People / Customers
Stage 1: Define opportunity : Competitors
First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.
CARLOW BREW IS A COMPETITOR THAT HAS A VARIED PRODUCT PORTFOLIO
WITH AN AVERAGE APPEAL ON MAIN DIGITAL AND SOCIAL MEDIA CHANNELS
34 Subscribers (2015)
5 899 People like this (2015)
44 People have been here
4.9 of 5 stars
32 reviews
1 year ago last video
2 uploads
1727 views
6 337 Followers (2015)
3,733 Tweets
2,796 Followers
2,046 Favorites
. retweets of customers . promotion of pubs
. mentions about events. press releases
. promotion of pubs . mentions about events
carlowbrewing.com/
Stage 1: Define opportunity : Competitors
First we look at the opportunity from the digital marketplace by reviewing customer and competitor use of digital technology and paid-owned-earned media.
CARLOW BREW IS A COMPETITOR THAT HAS A VARIED PRODUCT PORTFOLIO
WITH AN AVERAGE APPEAL ON MAIN DIGITAL AND SOCIAL MEDIA CHANNELS
34 Subscribers (2015)
5 899 People like this (2015)
44 People have been here
4.9 of 5 stars
32 reviews
1 year ago last video
2 uploads
1727 views
6 337 Followers (2015)
3,733 Tweets
2,796 Followers
2,046 Favorites
Diageo produces Kilkenny Beer, strong in Canada and Australia. The city's name is closely associated with the beer in hashtags and posts on Twitter and Instagram, but proved little known in Ireland.
#kilkenny #kilkennybeer
Point of attention:
. retweets of customers . promotion of pubs
. mentions about events. press releases
. promotion of pubs . mentions about events
carlowbrewing.com/
Stage 1: Define opportunity : Costellos Brewing Co
Then we review current digital performance of the business based on evaluating the relevant KPIs and digital capabilities.
COSTELLOS IS THE ONLY CRAFT BEER BRAND CURRENTLY PRODUCED IN KILKENNY
costellosbrewco.ie
Teaser Landing Page: #web
First result in search #seo
688 People like this (2015)
17 People have been here
5.0 of 5 stars
7 reviews
1 089 Followers (2015)
455 Tweets
769 Followers
66 Favorites
. retweets of interest profiles . promotion of pubs
. mentions about events. press releases
. promotion of pubs . mentions about events
. still lower engagement
THE RESCUE/RISE OF A LOCAL TRADITION HAS GREAT POTENTIAL TO BE DIRECTLY EXPLORED ON DIGITAL AND SOCIAL MEDIA CHANNELS
Stage 1: Define opportunity : Costellos Brewing Co
Then we review current digital performance of the business based on evaluating the relevant KPIs and digital capabilities.
COSTELLOS IS THE ONLY CRAFT BEER BRAND CURRENTLY PRODUCED IN KILKENNY
Website (Preview): #web
Costellos has only one product:
the Irish Red Ale Beer.
(this enables to focus effort in digital awareness and engagement with the brand without the need
to communicate a large family of products at once)
First result in search #seo
688 People like this (2015)
17 People have been here
5.0 of 5 stars
7 reviews
1 089 Followers (2015)
455 Tweets
769 Followers
66 Favorites
. retweets of interest profiles . promotion of pubs
. mentions about events. press releases
. promotion of pubs . mentions about events
. still lower engagement
costellosbrewco.ie
THE RESCUE/RISE OF A LOCAL TRADITION HAS GREAT POTENTIAL TO BE DIRECTLY EXPLORED ON DIGITAL AND SOCIAL MEDIA CHANNELS
Point of attention:
COSTELLOS CAN BE MORE! AND THE BRAND STRATEGY CAN DO SOMETHING REALLY USEFUL FOR THIS
THE RESCUE OF THE LOCAL TRADITION HAS GREAT POTENTIAL TO BE DIRECTLY EXPLORED ON DIGITAL AND SOCIAL MEDIA CHANNELS
Then we review current digital performance of the business based on evaluating the relevant KPIs and digital capabilities.
Stage 1: Define opportunity : Costellos Brewing Co
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.
COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV
BUILD OUR FUTURECALL FOR YOUR PINT NOW
@COSTELLOSBREWCO
COSTELLOS
We will also define quantifiable SMART objectives based on your analytics and market insights to form a digital dashboard that will be reviewed at the action stage.
Build engagement with new audiences and keep them in touch
PRESENCE
Invest in acquire brand awareness, locally in Kilkenny in 2015, and regionally/nationally in 2016
Stage 1: Define opportunity : Costellos Brewing Co
RELEVANCE PERFORMANCE ADVANTAGE BONDING
Convince the audience that Costellos is the main traditional Brewing Co of Kilkenny to sell them good craft beer in local bars and events
+ Loyalty + Revenue potential
+ Share of wallet
- Loyalty - Revenue potential - Share of wallet
FOCUS IN THE 3 FIRST LEVELS OF THE BRAND PYRAMID
Stage 2: Create strategy
Stage 2: Create strategy
We will summarise where you will focus resources and investment to hit your targets.
How to engage new audiences?
USE THE STRONG INTEREST OF POPULATION IN CULTURE, ARTS, SPORTS AND BEER TO START CONVERSATIONS WITH THE BRAND ON SOCIAL MEDIA CHANNELS
How to create awareness to the brand?
ACTIVATE THE HIGH ONLINE PRESENCE OF IRELAND’S POPULATION WITH PAID MEDIA LOCALLY, REGIONALLY AND NATIONALLY
How to have an originally approach to the content about events and promotions, and sell beer to the customers?
EXPLORE THE TRADITIONS OF KILKENNY IN VISUAL BRAND CONTENT AND CREATE A DIRECT ASSOCIATION WITH IN LOCAL BARS AND EVENTS
PRESENCE
HOW WE CAN ACHIEVE THE SMART OBJECTIVES USING ALL THESE LEARNINGS FROM STAGE 1 AS OPPORTUNITIES TO BRANDING GROWTH ?
RELEVANCE
PERFORMANCE
1
2
3
Stage 2: Create strategy
How to create awareness to the brand?
ACTIVATE THE HIGH ONLINE PRESENCE OF IRELAND’S POPULATION WITH PAID MEDIA LOCALLY, REGIONALLY AND NATIONALLY
PRESENCE
1
We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.
Demand Capture
E-mail* Search Social Profiles Website
Demand Generation
UNDERSTANDING THE ROLE OF CURRENTLY CHANNELS (AND NEW ONES*)
Twitter Facebook Instagram*
PAID MEDIA / PROMOTED BRAND POSTS
EVENTS CALENDAREVENTS CALENDAREVENTS CALENDAR
SEO"OUR TRADITIONAL NEWSLETTER"
COMMUNITY MANAGEMENTFormat:
Channel:
€10 000 OF INVESTMENT
IN PAID MEDIA (FACEBOOK PROMOTED
BRAND POSTS)
KILKENNY MEN 18-40
TARGET TO FB ADS (SEGMENTATION BY
DEMOGRAPHICS AND LOCATION)
Stage 2: Create strategy
How to engage new audiences?
USE THE STRONG INTEREST OF POPULATION IN CULTURE, ARTS, SPORTS AND BEER TO START CONVERSATIONS WITH THE BRAND ON SOCIAL MEDIA CHANNELS
RELEVANCE
2
We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.
Demand Capture
Search Social Profiles Website
Demand Generation
Twitter Facebook Instagram*
SEO"OUR TRADITIONAL NEWSLETTER
COMMUNITY MANAGEMENT
EVENTS CALENDAREVENTS CALENDAREVENTS CALENDAR
PAID MEDIA / PROMOTED BRAND POSTS
CONTENT GENERATION THAT ASSOCIATES COSTELLOS WITH THE INTERESTS OF CUSTOMERS
Arts
CultureHeritage
Sports
Tag Cloud:
MusicMemoryEntertainment
City
St. Patrick's Day
Go local
Format:
Channel:
Topics to explore in content generation
E-mail*
Stage 2: Create strategy
How to have an originally approach to the content about events and promotions, and sell beer to the customers?
EXPLORE THE TRADITIONS OF KILKENNY IN VISUAL BRAND CONTENT AND CREATE A DIRECT ASSOCIATION WITH IN LOCAL BARS AND EVENTS
PERFORMANCE
3
We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.
Demand Capture
Search Social Profiles Website
Demand Generation
Twitter Facebook Instagram*
EVENTS CALENDAREVENTS CALENDAREVENTS CALENDAR
Format:
Channel:
VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY
Photos in sepia, simulating age
SEO"OUR TRADITIONAL NEWSLETTER
COMMUNITY MANAGEMENT
PAID MEDIA / PROMOTED BRAND POSTS
E-mail*
Photos in sepia, simulating age
Stage 2: Create strategy
We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.
VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY
Sample content*
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.
COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV
BUILD OUR FUTURECALL FOR YOUR PINT NOW
@COSTELLOSBREWCO
COSTELLOS
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
+ =
ENJOY YOUR NEW TRADITION. DRINK A COSTELLOS.
Sample image*
25% witdth
Stage 2: Create strategy
We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.
VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.
COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV
BUILD OUR FUTURECALL FOR YOUR PINT NOW
@COSTELLOSBREWCO
COSTELLOS
=+
Photos in sepia, simulating age
Sample content*Sample image*
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
ENJOY YOUR NEW TRADITION. DRINK A COSTELLOS.
25% witdth
Stage 2: Create strategy
We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.
VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.
COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV
BUILD OUR FUTURECALL FOR YOUR PINT NOW
@COSTELLOSBREWCO
COSTELLOS
=+
Photos in sepia, simulating age
Sample content*Sample image*
25% witdth
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
ENJOY YOUR NEW TRADITION. DRINK A COSTELLOS.
Photos in sepia, simulating age
Stage 2: Create strategy
We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.
VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY
Sample content*
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.
COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV
BUILD OUR FUTURECALL FOR YOUR PINT NOW
@COSTELLOSBREWCO
COSTELLOS
+ =
Sample image*
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
ENJOY YOUR NEW TRADITION. DRINK A COSTELLOS.
25% witdth
Stage 2: Create strategy
We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.
VISUAL BRAND GUIDE USING AS REFERENCE A MODERN LOOK TO THE TRADITIONS OF KILKENNY
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
AT COSTELLOS WE BELIEVE IN KILKENNY’S ABILITY TO DO THINGS FOR OURSELVES, WORKING FOR EACH OTHER & BUILDING OUR OWN FUTURE.
COSTELLOS ALE IS A BRIGHT,EASY DRINKING RED ALE, BREWED WITH CARAMEL MALTS AND TRADITIONAL BITTERING HOPS. BREWED TO KILKENNY’S UNIQUE BEER TASTES AND DRAWING ON OUR RICH BREWING HERITAGE. 3.8% ABV
BUILD OUR FUTURECALL FOR YOUR PINT NOW
@COSTELLOSBREWCO
COSTELLOS
=+
Photos in sepia, simulating age
Sample content*Sample image*
25% witdth
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
ENJOY YOUR NEW TRADITION. DRINK A COSTELLOS.
Stage 2: Create strategy
We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.
BRAND ESSENCE TO GUIDE CONTENT GENERATION
Costellos are very interested in talk about culture, arts, sports… and beer, of course!
Costellos knows and recommends the old traditions of Kilkenny, like the historic buildings, gardens, museus, but also the new
ones, like events, parties or even good places to chill out.
ESTABLISHED 2014
BREWING A LOCAL TRADITION
KILKENNYCOSTELLOSCOSTELLOSCOSTELLOS
Costellos is that good friend everyone always want to call to happy hours
Costellos likes to watch sports like GAA and rugby, and tweet with friends live
Arts
CultureHeritage
Sports
Tag Cloud:
MusicMemoryEntertainment
City
St. Patrick's Day
Go local
Stage 2: Create strategy
How to engage new audiences?
USE THE STRONG INTEREST OF POPULATION IN CULTURE, ARTS, SPORTS AND BEER TO START CONVERSATIONS WITH THE BRAND ON SOCIAL MEDIA CHANNELS
How to create awareness to the brand?
ACTIVATE THE HIGH ONLINE PRESENCE OF IRELAND’S POPULATION WITH PAID MEDIA LOCALLY, REGIONALLY AND NATIONALLY
How to have an originally approach to the content about events and promotions, and sell beer to the customers?
EXPLORE THE TRADITIONS OF KILKENNY IN VISUAL BRAND CONTENT AND CREATE A DIRECT ASSOCIATION WITH IN LOCAL BARS AND EVENTS
PRESENCE
WRAP UP:
RELEVANCE
PERFORMANCE
1
2
3 $$$
“Yes, I already hear about Costellos"
"My interests can be a good moment to drink a beer"
“Costello is the traditional craft beer of Kilkenny that I drink"
We will use key strategic analysis tools to create and summarise your strategy including strategy formulation and prioritisation matrix.
Stage 3: Take action
Stage 3: Take action
Key planning of the tasks to implement your strategies: . Strategic digital initiative roadmap (31st March, 2016)
August, 2015 September, 2015 October, 2015 November, 2015 December, 2015 January, 2016 February, 2016 March, 2016
Monthly newsletter: with the events calendar for the next month and other tips for Costellos)
Search Website SEO (everytime, with the topics of interest used in the content in social media)
Instagram: Photos of the latest events and bar nights, every weekend, using the visual brand guide of Costellos
Twitter: Start conversations and engage build engagement with the customers in real-time (always as possible)
Facebook: Promote posts on Facebook every other week, to achieve brand awareness, locally in 2015 and regionally/nationally in 2016 + events calendar (monthly) + + other content during the weeks
Website: Synced with social platforms, + Events calendar display + Sign up of newsletter
+ Thank you