Goose Island Brewery “Whatever Your Personality” Media Campaign

Created by: Lauren sweeney // intro to media. // March 23, 2012 ...

•  Opened in 1988 in Chicago, IL. •  Considered a brewpub because it is a

brewery/restaurant that brews and sells the majority of its beer on-site.

•  Most of its beer is consumed at its Goose Island Wrigleyville and Goose Island Clybourn locations.

•  Brews over 50 craft beers at its brewpubs.

•  Continuing to expand retail sales in regions throughout the U.S.

•  Sold in 26 states and Europe.

Goose Island Brewery

Sources: http://www.gooseisland.com

S.W.o.t Analysis Strengths:

•  Increased distribution, capital, and production capabilities due to Anheuser-Busch acquisition

•  Brewed domestically •  Perceived value (quality and

price)

Opportunities: •  Massive growth potential •  Craft beer is the industry’s fastest

growing segment •  Growth of the craft brewing

segment in 2011 was 13% by volume and 15% by revenue

•  Creating a national brand image

Weaknesses: •     Low brand awareness •  Limited product availability

because several beers are seasonal

Threats: •  Increased competition in

craft segment of the beer industry

•  Craft beer is the industry’s fastest-growing segment!

•  Craft beers are often heavier and more flavorful than major brewing companies beers and have distinct “European” taste and hues that range from red to brown to almost black.

•  Growth of the craft brewing industry in 2011 was 13% by volume and 15% by revenue building on 2010 growth of 12% by volume and 15% by revenue.

•  In 2011, craft brewing represented 5.7% by volume and 9.1% by revenue of beer sales.

Craft Beer Industry

Sources: http://www.craftbeer.com // http://www.brewersassociation.org

Top Competitors

Top Competitors

•  Miller Lite and Bud Light are the top competitors in domestic beer sales.

•  Shock Top, Leinenkugel, Blue Moon, and Samuel Adams are top competitors in premium domestic craft beer sales.

•  All six competitors’ core consumers share the same demographics as Goose Island’s core consumer.

•  Although Samuel Adams is the leader in domestic craft beer, Leinenkugel is the top competitor because its different flavors of ales that are the most similar to Goose Island.

Sources: http://www.craftbeer.com // http://www.brewersassociation.org

Leinenkugel Goose Island Summer Shandy Summertime

Classic Amber Harvest Ale Berry Weiss Vintage Lolita

Creamy Dark Nut Brown Ale Bourbon County

Coffee Big Eddy Russian

Imperial Stout Sunset Wheat 312 Urban Wheat Ale

The following Leinenkugel beers are similar to specific Goose Island beers based on the Flavor, Malts, Hops, International Bitterness Units (IBU),

and food pairings:

Sources: https://leinie.com // http://www.gooseisland.com

Top Competitors

Goose Island Benefits

•  Although domestic beers such as Miller Lite & Bud Light and premium craft beers such as Samuel Adams & Blue Moon are more recognized among beer drinkers, these brands offer a limited number of flavor options.

•  Goose Island offers more variety of beer choices over Leinenkugel and Samuel Adams.

•  Goose Island’s different collections of beers appeal to a wider audience of consumers.

Craft Beer Drinkers: •  21-34 Males & Females •  College Educated + •  Affluent, White Collar •  HHI $60,000+ •  Sociable, Natural Leaders •  Spend leisure time at bars,

restaurants, clubs, concerts, or sporting events

•  Love to travel •  Live in or around major

metropolitan areas. •  Often take public

transportation

Target Audience

Leisure Activities

Reading  Magazines   288  

Subscribing  to  Cable   127  

Ea:ng  at  upscale  restaurants   221  

A=ending  spor:ng  events   179  

A=ending  3  or  more  movies  a  month  (opening  weekend  or  first  two  weeks  of  opening  weekend)  

153  

Spending  20  hours  or  more  on  the  Internet   268  

Traveling  OOen   185  

Working  out  at  private  clubs   137  

Source: https://www.spectrainfinet.com // http://mriplus.com

To establish a brand identity among young consumers.

& To convince more female and male

consumers to drink Goose Island beer over leading competitors.

Marketing Challenge

•  Increase national brand awareness among craft beer drinkers by 60% within the 2013-2014 calendar year.

•  Increase unit sales amongst craft beer drinkers by 25% within the 2013-2014 calendar year.

Marketing Objectives

The Goose Island brand is expanding and still trying to make a name for itself in other markets outside of Chicago.

The multi-media campaign will focus on areas that Goose Island is currently serving, especially those areas with heavy beer drinkers.

Why National

The multi-media campaign called "Whatever Your Personality” will launch News Years Day 2013.

The tagline: “Whatever Your Personality”  

Marketing Campaign

Each Goose Island beer will be branded with a distinct personality that

will appeal to the primary target audience.

The interactive campaign will focus heavily around a social networking

initiative - Facebook, Twitter, etc. - and a website that will include webisodes, games, videos, photos, quizzes, etc.

The campaign will be reinforced through digital, mobile, print, television,

and out-of-home advertising.  

Marketing Campaign

•  Goose Island's Harvest Ale is a great beer for sports enthusiasts.

•  Sports enthusiasts are consumers who attend every game for their favorite team and constantly check their fantasy team’s ranking.

Sports Enthusiasts

•  Goose Island's Juliet is a great beer for socialites.

•  Socialites are consumers who eat out at restaurants frequently and who attend high-end bars and clubs with friends on weekends.

Socialite

•  Goose Island's 312 is a great beer for music lovers. •  Music lovers are consumers who spend their summers at musical festivals such as Lollapalooza and Pitchfork Music Festival in Chicago and Coachella in Indio, California.

Music Lovers

Focus primarily on interactive media by developing and maintaining a website and microsites. Achieve 25,000

members within 6 months of launch.

& Supplement the interactive plan with some print, television,

and OOH for a more detailed message. With these mediums, reach at least 80% of craft beer drinkers in major

U.S. cities at least 10 times within the 2013-2014 calendar year.

Media OBjectives

Social Media:

Websites:

Magazines:

Ways to Reach Target

Television:

Out-of-Home:

Ways to Reach Target

•  Timing/Seasonality •  Utilize each quarter within the 2013. •  Television and Print will be placed in the last month of Q4 in

2012 and first two months in Q1 in 2013 to launch campaign & build awareness

•  OOH will be tested for 2 months in Chicago. If successful, OOH will premier nationwide on February 15, 2013.

•  All other media will be featured year-round •  Geography

•  National reduces media costs over buying major cities individually

•  Focus on Major Metropolitan areas •  Budget

•  $10,000,000

Planning Parameters

Media Mix

•  NO newspaper or radio because the primary demographic indexed the highest in the 4th & 5th Quintiles in each medium, which means craft beer drinkers are low users of radio and newspaper.

•  Additionally, the primary marketing objective is to build awareness. This is best accomplished through magazine, television, and out-of-home.

Source: https://www.spectrainfinet.com // http://mriplus.com

Media Not Recommended

Due to budget constraints and the fact that TV is not our target audience's top three marketing mediums, we will only buy cable on a national level for the last month of Q4 in 2012 and the first month of Q1 in 2013 to attract current and new customers.  

Media Tactic: Television

Source: https://www.spectrainfinet.com // http://www.mriplus.com

•  TV schedule will launch national “Whatever Your Personality” campaign while building brand awareness.

•  Target audience does not watch a lot of TV but when they do they primarily watch primetime and late fringe.

•  Advertise on ESPN, Bravo, Comedy Central, MTV, E!

Source: https://www.spectrainfinet.com // http://www.mriplus.com

Television Plan

When   Points  Per  Week  

CPP   Weeks   Total  

Prime:me   10   $25,300   8   $2,024,000  

Late  Fringe   5   $20,000   8   $800,000  

Total   15   $2,824,000  

Each commercial advertisement will include a tie-in with Shazam. Mobile users will be

able to use Shazam to find out more information about the campaign.

Total Television Cost : $2,824,000

Television Plan

Late  Fringe  29%  

Prime:me  71%  

Daypart  Mix  

DayPart Mix

Media Tactic: Print

•  Target audience are heavy users of magazines.

•  Magazines are the second highest medium, Interactive being the first.

•  Since Interactive is relatively inexpensive, majority of the budget will go to the second highest medium, Print.

Source: https://www.spectrainfinet.com // http://www.mriplus.com

Source: https://www.srds.com // http://www.people.com/mediakit // http://www.mriplus.com

People magazine is a weekly publication that contains

celebrity and human-interest stories. 40% of female craft beer drinkers read People

magazine. Since females are becoming more prevalent

amongst craft beer drinkers we want to make sure we have

advertisements specific to this demographic.

People Magazine

Source: https://www.srds.com // http://www.people.com/mediakit // http://www.mriplus.com

Because People is a weekly magazine, we are going to purchase a perfect A-B split. This means that our ad will run in every

other national copy of People. This will save us 35% off the total or $1,285,200.

30% Male, 70% Female Age 18-49

Median HHI: $69,114

Audience: 43,000,000 Readers

$198,800 per insertion 6 insertions, 2 per month

December 2012-Feburary 2013

TOTAL: $1,192,800

People Magazine

Sports Illustrated magazine features articles on major league sports and professional athletes.

Sport’s Illustrated Select is a specific SI magazine that targets subscribers living in high income households which fits our demographic of affluent, white collar professionals. SI Select

is a monthly publication.

78% Male, 22% Female Age 18-34

Median HHI: $64,608

Audience: 21,000,000 Readers

$199,500 per insertion 3 insertions, 1 per month

December 2012-Feburary 2013

TOTAL: $598,500 Source: https://www.srds.com // http://simediakit.com // http://www.mriplus.com

Sports Illustrated Select

ESPN The Magazine is a bi-weekly publication that features articles on major league sports and professional athletes.

ESPN’s target audience are males 18-34, which also happens to be a prime

segment of craft beer drinkers.

78% Male, 22% Female Age 18-34

Median HHI: $64,608

Audience: 15,300,000 Readers

$214,720 per insertion 6 insertions, 2 per month

December 2012-Feburary 2013

TOTAL: $1,288,320 Source: https://www.srds.com // http://mediakit.espn.go.com

ESPN The Magazine

Men’s Health magazine is a monthly publication that give men tools they need to make lives better through in-depth articles that cover

everything from fashion and grooming to health and nutrition as well as the latest entertainment.

This is the craft beer drinkers’ number one magazine.

83.5% Male, 16.5% Female Age 25-54

Median HHI: $79,629

Audience: 12,473,000 Readers

$195,780 per insertion 3 insertions, 1 per month

December 2012-Feburary 2013

TOTAL: $587,340 Source: https://www.srds.com // http://www.menshealth.com/mediakit // http://www.mriplus.com

Men’s Health

Rolling Stone magazine is a bi-weekly publication that is devoted to music, liberal politics, and popular culture. Rolling Stone is perfect for craft beer drinkers who love

music and attend concerts regularly.

60% Male, 40% Female Age 18-49

Median HHI: $64,842

Audience: 11,899,000 Readers

$191,910 per insertion 6 insertions, 2 per month

December 2012-Feburary 2013

TOTAL: $1,151,460 Source: https://www.srds.com // http://www.mriplus.com

Rolling Stone

PUBLICATION   SIZE   HOW  OFTEN   COST/  PAGE   TOTAL  COST  

People   Full  Page,  4  Color   Bi-­‐Weekly,  2X  Per  Month  DEC  2012-­‐FEB  2013  

$198,800   $1,192,800  

Sports  Illustrated   Full  Page,  4  Color   Monthly,  1X  Per  Month  DEC  2012-­‐FEB  2013  

$199,500   $598,500  

ESPN   Full  Page,  4  Color   Bi-­‐Weekly,  2X  Per  Month  DEC  2012-­‐FEB  2013  

$214,720   $1,288,320  

Men’s  Health   Full  Page,  4  Color   Monthly,  1X  Per  Month  DEC  2012-­‐FEB  2013  

$195,780   $587,340  

Rolling  Stone   Full  Page,  4  Color   Bi-­‐Weekly,  2X  Per  Month  DEC  2012-­‐FEB  2013  

$191,910   $1,151,460  

Each magazine advertisement will feature a QR (Quick Response) Code that will link the

consumer to videos or the Goose Island website

Total Print Cost : $4,818,420

Print plan

•  Craft beer drinkers live in/near metropolitan areas where outdoor advertisements are the highest. They also use public transportation such as the commuter rail lines and taxis. However, they rarely use the bus.

•  We will test OOH advertising for 2 months in Chicago to gauge the response before applying nationwide. If OOH is successful, the OOH campaign will launch nationwide on February 15, 2013 and will be applied for the rest Q1 in the 2013-2014 calendar year.

Media Tactic: OOH

Source: https://www.spectrainfinet.com // http://mriplus.com

Media   Vendor   Size  of  Units   Showing  Size   #  of  Units   Rate  Card  

30-­‐Sheets   Clear  Channel   12’  X  25’   #50   177   $164,610  

Wallscapes   Various   38’  X  16’   Various   2   $20,000  

Branded  Train   CBS  Outdoor   120   $42,353  

Taxi  Tops   Clear  Channel   14”  X  48”   #50   340   $120,000  

TOTAL  COST  PER  MONTH:  $346,963  

OOH will be tested in Chicago during the last month of Q4 in 2012 and first month of Q1 in 2013.

Total OOH Cost For 2 Months: $693,926 Source: https://www.spectrainfinet.com // http://www.mriplus.com

Out-Of-Home Plan

The target audience spends 20 hours or more on the internet weekly. Thus, we will have a heavy internet presence to drive consumers to Goose Island “Whatever Your Personality” campaign website, microsites, and additional interactive media.

Source: https://www.spectrainfinet.com // http://www.mriplus.com

Media Tactic: Interactive

The website’s homepage will open to a quiz for visitors to fill out. The quiz will gauge your personality based on your answers to key indicator questions. The website will then direct you to one of 10 different microsites based on your personality.

Actives users can also sign in using Facebook Connect where our system will direct you to the appropriate site based on your Facebook likes and dislikes.

Microsite Features

Microste URL Would Be: https://www.gooseisland.com/whateveryourpersonality

For example, if you are a “Sports Enthusiast” you will be

directed to a Goose Island website that is styled to an

ultimate sports fan’s domain. There will be sports highlights, live scores of any major league sports games playing at that

current time, and Twitter feeds from top sport Twitter

accounts (sport personalities, leagues, teams. etc.).

Additionally, the microsites will recommend beers that you would enjoy based on your

taste and personality.

Microsite Example

•  Build, develop, and maintain relationships with target audience. •  Increase brand loyalty.

•  Create word-of-mouth by encouraging members to share information on social media websites such as Twitter, Facebook, and Tumblr.

•  Provide users with a unique, one-of-a-kind interactive experience.

•  Attain and retain 25,000 active members within 6 months after the launch date.

Website Objectives

Mobile Devices

Form   Impressions   Cost  

Interac:ve  Goose  Island  “Whatever  Your  Personality”  Website  &  Microsites  

30  MIllion   $300,000  $50,000  to  develop  

Official  Goose  Island  Website   10  Million   $100,000  

Goose  Island  Social  Media  Accounts  (Facebook,  Twi=er,  YouTube)  

15  Million   $150,000  

Google  Ads  (Banner  &  Panel  Ads)  

Placed  on  top  10  sites  visited  by  target  audience:  ESPN,  Fox  Sports,  Hulu,  Pandora,  MTV,  People,  CNN,  MSNBC,  Wall  Street  Journal  &  Metromix    

20  Million   $200,000  

Mobile  Ads   5  Millions   $50,000  

Total Interactive Cost: $950,000 Source: https://www.spectrainfinet.com // http://www.mriplus.com

Interactive Plan

Print  $4,818,420    

Television  $2,824,000  

OOH  $693,926  

Interac:ve  $950,000  

Remaining  Balance  $713,654  

The remaining budget is set aside for nationwide OOH, production costs, creative changes, or any problems that may arise throughout the year.

Media Dollars Spent

Goose Island Brewery

2013 Media Recommendation Flowchart

4.18.2012

2013

Q1 Q2 Q3 Q4 Total Cost Weeks On Air January February March April May June July August September October November December

NATIONAL TV/CABLE Daypart Mix: 71% Primetime, 29% Fringe Daypart Mix: 71% Primetime, 29% Fringe

Flight Dates

Weekly TRPs 17

17

17

17 17

17

17

17

Total TV Cost $1,412,000 $- $- $- $- $- $- $- $- $- $- $1,412,000 $2,824,000 8

PRINT

Magazine

People 1 1 1 1 1 1

$397,600 $397,600 $- $- $- $- $- $- $- $- $- $397,600 $1,192,800

Sports Illustrated 1 1 1

$199,500 $199,500 $- $- $- $- $- $- $- $- $- $199,500 $598,500

ESPN The Magazine 1 1 1 1 1 1

$429,440 $429,440 $- $- $- $- $- $- $- $- $- $429,440 $1,288,320

Men's Health 1 1 1

$195,780 $195,780 $- $- $- $- $- $- $- $- $- $195,780 $587,340

Rolling Stone 1 1 1 1 1 1

$383,820 $383,820 $- $- $- $- $- $- $- $383,820 $1,151,460

Newspaper

$- $- $- $- $- $- $- $- $- $- $- $-

Total Print Cost

$1,606,140 $1,606,140

$- $- $- $- $- $- $- $- $- $1,606,140

$4,818,420 $3,212,280 $- $1,606,140

OUT-OF-HOME

30-SHEETS $164,610.00 $164,610.00 $329,220.00

WALLSCAPES $20,000.00 $20,000.00 $40,000.00

BRANDED TRAIN $42,353.00 $42,353.00 $84,706.00

TAXI TOPS $120,000.00 $120,000.00 $240,000.00

Total Out-of-Home Cost $346,963 $- $- $- $- $- $- $- $- $- $- $346,963 $693,926

$346,963

ONLINE

Goose Island Campaign Website

Official Goose Island Website

Social Media Sites

Google Ads (Banner & Panel Ads)

Mobile Ads

Total Online Cost $237,500 $237,500 $237,500 $237,500 $950,000

QUARTERLY TOTAL $3,796,743 $237,500 $237,500 $1,843,640

$9,286,346

REMAINING BALANCE $713,654

BUDGET $10,000,000

•  Craft Beer Website: http://www.craftbeer.com •  Brewers Association Website: http://www.brewersassociation.org •  MRI Plus: http://mriplus.com/site/index.aspx •  Spectra: https://www.spectrainfinet.com •  SRDS: http://www.srds.com •  People Magazine Media Kit 2012: http://www.people.com/mediakit •  Sports Illustrated Media Kit 2012: http://simediakit.com •  ESPN Media Kit 2012: http://mediakit.espn.go.com •  Men’s Health Media Kit 2012: http://www.menshealth.com/mediakit

Sources