Craft Breww City – Intro to Advertising Term Project

Product: Craft Breww City

  1.  Product/Service Overview
    1.  Craft Breww City combines a delicious menu with one of the largest selections of craft brews and beers.  
    2. Strengths
      1. Large selections of bar foods and beyond. Large menu that has something for everyone. 
      2. One of the largest selections of craft brews and beers 
      3. Look of the restaurant – bar feel with a restaurant atmosphere
      4. Free pool and darts – something to do with friends, family, and co-workers 
      5. TVs on every wall – you can watch the biggest game
      6. Several discounts and offers – ex. 11am-3pm order any burger and get 50% off any draft
      7. Events and specials – rotating featured brewery of the month and discounts on their products. 
    3. Weaknesses
      1. Rewards program does not offer many incentives to sign up for, only earn points on purchases. 
      2. Not really a family environment
    4. Opportunities
      1. Add menu items for vegetarians and vegans
      2. Change up and rotate a happy hour menu
      3. Vamp up the rewards program offering rewards specific coupons and discounts, “punch” system (so many local brews and get a discount or one free)
    5. Threats
      1. Competing with chains like Buffalo Wild Wings
      2. Burger/bars places in Farmington Hills – Side Car Slider Bar, Basement Burger Bar, Grand Tavern, BJs
      3. Current Ann Arbor location is closed through the fall, driving potential business away from that location. 
  2. Communications Objectives
    1. Create awareness on beer selections, including rotating and seasonal
    2. Highlight food menu, make a burger or menu item a staple
    3. Late happy hour every day of the week
    4. Open until midnight during the week and 2am on weekends. 
  3. Target Audience Breakdown (i.e. demographics, psychographics, geo-demographics)
    1. Demographics
      1. Young adult Men
      2. Farmington Hills
      3. Working class
      4. Single/dating
      5. Police/firefighters/army/uniform services (20% off everyday)
      6. Young men with  no children
    2.  Psychographics
      1. Sports Lovers
      2. Beer/ alcohol drinkers 
      3. People who enjoy burgers
      4. People who enjoy being out late 
      5. People who hang out in groups (a fun place to bring the boys)
      6. People who like to experiment with food & drinks
    3. Geo-demographics
      1. Farmington Hills
      2. Farmington
      3. Novi
      4. Northville
      5. Livonia
      6. Redford
      7. Ann Arbor
  4. Creative Strategy
    1. Keep the ‘sketched’ font that the brand uses across the website and social media – Translate this into the logo and standardize fonts used by the brand across media.
    2. Convey that Craft Breww City is a place for beer drinkers alike no matter the like for sports or fancy beers.
    3. Make Craft Breww City the hang out spot for friends, family, and after work hangouts in and around Farmington Hills. 
  5.  Advertising Tactics
    1. Print ads in Farmington Press, Farmington Voice, Farmington Observer, University of Michigan student newspaper, and Oakland Press.
    2. Billboards on I-96, I-696, and I-275.
    3. Direct Mail to Farmington Hills, Ann Arbor, Novi, and Northville homes.
    4. TV ads during local news – Fox 2, WXYZ, WDIV Local 4. 
    5. Google Ad campaign
    6. Facebook Ad campaign
    7. Twitter and Instagram sponsored posts
  6.  Media Schedule
    1. See Included Document
  7. Two Creative Executions

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