mjkremer@syr.edu 518 . 527 . 46461017 Harrison St. #15

OUR TOTEM

We are a group of storytellers, shaped by different backgrounds, travels, and experiences. This unique combination of our lives has resulted in distinct and flavorful talents. Our lifeblood is derived from the congruence of our differences and the inspiration we seek from our surroundings and the natural world.

Our totem is a symbolic representation of our philosophy and morals. We seek honest and authentic insights that align with our deepest human sensibilities. In our definition of advertising, we seek participants rather than a target, and firmly believe that the best advertising is not perceived as such. We strive to create situations where this philosophy can come to fruition.

STORY TIME, GATHER ROUND

Traditionally, totem poles were erected to celebrate culture, recall familiar folklore, and illustrate stories. We think that Sierra Nevada can become a storyteller too. Pale Ale was a product of Ken’s passion. It’s an intriguing story that begs to be shared along with the beer itself. At Totem Collective we’d love to help Sierra Nevada expand its vision, reach outwards to the East Coast, and energize and connect its enthusiasts.

With Totem Collective, Sierra Nevada will enjoy a transparent relationship, one which allows for the free flow of ideas and critique by both ends. We understand that a successful campaign will inevitably involve multiple iterations of engaged dialogue to “get it right.”

CON

TEN

TS OUR PROCESS

THE EAST HAS PEAKS

CREATIVE BRIEF

TAPROOMS

AMBASSADOR CHALLENGE

SOCIAL MEDIA

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OUR PROCESS

We Started with a 6 Pack

Then Another

And a crisp Spring day. That was all it took to find our new favorite beer. Yet, it began long before this. In fact, Sam and Shannon are bartenders and have spent the past few years immersed in beer culture. Carly may not drive a hybrid, but she has devoted the past two years of her life to synthesizing the marketing efforts of an eco-friendly and socially conscious lifestyle brand. Michael spends his summers in the Adirondacks and winters on the slopes. He fills the in between with live music and Pale Ales. Rachael spent a semester in London and learned to appreciate a fine craft beer. At our core, we embody the ideal Sierra Nevada target. So we set out to thinking how we could reach ourselves. But first/there was only one thing to do/we all knew the next step.

Twelve beers and a bit of fresh air later, we realized our goal: to create a dialogue between your drinkers and give them an increased personal investment in Pale Ale. We wanted to recreate the camaraderie Sierra Nevada had provided for us. Our vision does not include what you may consider traditional advertising. As fans of your beer ourselves, we are weary of “selling out” and betraying the image you have carefully and artfully constructed. We think Sierra Nevada has the ability to connect with a growing demographic of people whose lifestyle is essentially encapsulated within Pale Ale. It’s almost unfair not to speak to these people and tell them about Sierra Nevada.

Then We Did ResearchWe used pretty much every research method you can imagine. We drank every flavor of Sierra Nevada we could get our hands on. And then whet our palate with the beers of your competitors. We delved into Simmons Choices, MRI+, read coutless articles, watched tons of videos, and read a plethora of beer reviews. While Shannon and Sam were bartending, Michael, Carly and Rachael went undercover as college students and watched the way our peers drink, noting instances when they sought craft beers and they way their friends responded.

Then we bar hopped in downtown Syracuse, seeking a post-college crowd, asking questions of preference and perception in attempt to identify the psychographic standpoint of our target. We also spoke with other bar tenders to learn about the types of people who ordered Pale Ale.

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Brewed by beer people for beer people, and that’s it.The Patriotic New England beer.

Served with an orange slice.Gateway craft beer.

40%Craft Beer Drinkers Are Recent College Graduates

Age22-29

47%More Likely

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THE THINKINGPale Ale is a culmination of a specific culture found in Chico. Without the array of interests and passions held by each person at the brewery, Pale Ale would not be possible. Ken’s love of the outdoors, backpacking, live music, art, and dedication to sustainability are manifested within his beer. Without all of these elements Pale Ale would not be possible. It is not possible to describe the taste of a Sierra Nevada without first describing the culture in which it was brewed.

HAS PEAKSTHE EAST

THE STRATEGYCreate an event where we can reach consumers on an individual level. The goal is to foster a dialogue between participants by giving them a personal investment in the product. In doing so, these people will drive the conversation without Sierra Nevada’s pushing. We plan to attract hype and media presence by building a technological overlay to the campaign. Sierra Nevada will provide all of the necessary tools for their consumers to interact and communicate, but will take a back seat once these tools are in the correct hands.

CREA

TIVE

BR

IEF TARGET

Post-Graduates, ages 22 - 34

PROBLEMSierra Nevada’s brand presence and reputation is weaker on the East Coast than the West Coast. There are many East Coasters whom hold the same values as Pale Ale’s West Coast fans.

OBJECTIVEInvigorate the East Coast market through experiential marketing.Give these people a personal investment in the brand and give them the tools to connect with one another in real-life situations.

INSIGHTLoyal Sierra Nevada drinkers view Pale Ale not as a beer, but a lifestyle.

CREATIVE CHALLENGECreate a platform for this interaction to take place. This campaign should not be perceived as advertising.

ORGANIZING IDEABrew with a view.

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BREW WITH A VIEWCAM PA I G N

POP-UP TAPROOMSBREAKING THE NEWSUsing a technique called “moss graffiti,” we will paint city walls with a substrate that will grow into moss in the design of the Sierra Nevada logo. To gain awareness for the taprooms, the green graffiti will be placed in the spots where each will be located.

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WHAT IS A POP-UP TAPROOM?A temporary restaurant placed in a strategic location, built in order to increase awareness surrounding Sierra Nevada. The goal is to give East Coasters a taste of life in Chico. We want these taprooms to embody the culture associated with life at Sierra Nevada Brewing Co. and have it reflected upon Pale Ale.

THE OBJECTIVEThe taprooms will be designed to feel like you are outdoors. We imagine deep, fragrant woods, warm colors, and verdent fauna. Chairs will be modeled after Adirondack chairs, or simply tree stumps. Stone tables will be scattered throughout, and the walls will feature large-scale, scenic photos of Chico and facts about Sierra Nevada’s rich history.

THE TASTEPatrons of the taproom will enjoy all 15 flavors of beer that Sierra Nevada offers. Each beer will have a suggested meal on the menu which complements the specific brew. The menus will describe the brewing process for each beer.

THE SOUNDSEach taproom will feature local musicians and bands every day of operation. Drawing from an ecclectic musical influences, patrons will hear bluegrass, folk, and rock melodies, interspursed with your favorite cover bands.

THE LOOKThe taprooms will be designed to feel like you are outdoors. We imagine deep, fragrant woods, warm colors, and verdent fauna. Chairs will be modeled after Adirondack chairs, or simply tree stumps. Stone tables will be scattered throughout, and the walls will feature large-scale, scenic photos of Chico and facts about Sierra Nevada’s rich history.

AMBASSADOR CHALLENGE

How To Enter

Taproom Locator

About The PositionSierra Nevada Brewing Co. is looking for nine new ambassadors to represent our brand. As an ambassador, you will be responsible letting fellow beer and nature lovers in your city know about SN sponsored events. From hiking and biking trips to museum visits and live music performances, it’s your job is simple. Have a great time participating in all of these activities, make new friends and have fun doing it. Ambassadors will also get to visit the Sierra Nevada Brewery for a week long vacation to get to know who we are and what we stand for.

Applying is simple. All you have to do is upload a video to the site explaining why you think you are most qualified to represent Sierra Nevada. Videos are limited to 60 seconds in length. Your objective? Prove to us your love of beer, your passion for adventure and cultural experiences. What qualities and curiosities do you have that would allow you to thrive in this position. You can also have your friends vouch for you after applying. Let them tell us why you deserve an ambassador positio., or share a funny story about you.

Home About Entries Vouch Taproom LocatorApplication

Latest Entries@MountainMan - 1,345 Views@ADKSam - 9,027 Views

Trip To the BreweryPack your bags. The winners of the Ambassador competition will get to visit the Sierra Nevada Brewery for a week-long taste of Chico. We’ll be sipping beers, exploring the outdoors

Want to have a taste of Chico? Visit one of our pop-up taprooms in your respective cities. They’re designed to look just like the Chico, CA outdoors, where we draw inspiration for our beers. You can try every flavor of beer we brew

MICRO SITESSierra Nevada will be looking for one new ambassador from each of nine cities. Entrants will upload a 60 second video explaining why they are most qualified to represent the brand. Sierra Nevada will be allowed to personally choose each ambassador.

AMBASSADOR BASE CAMP

Events Near You

Favorite Treks

The Social OutdoorsHi all, just wanted to let you know about some great events we have coming up this week in NYC. We have an outting planned this Saturday. The plan is to hit the northern segment of the Appalacian Trail. Pack a lunch and join us if you can. We’ll be leaving from Port Authority at 6am and returning around 8pm. If you can’t make the trip, there’s a local Grateful Dead cover band playing at the Taproom Friday evening. Join us for a Pale Ale and good company.

NYC Boston Philly Charlotte Portland Providence Burlington Atlanta D.C.

Members By CityNew York City 7,373 Charlotte 4,373 Burlington 3,291Boston 5,498 Portland 3,832 Atlanta 2,232Philadelphia 5,174 Providence 3,374 D.C. 2,155

News From Chico

Hit The Trail Grab A Bike

View Of The Day Gone Fishing Live Music Blog

Nearby Nature Home Brewers

Our 9 new ambassadors just returned home after a week long visit to the brewery. We couldn’t be more excited about the bunch we have. Be sure to ask them about their trip.

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FACEBOOK

CONCEPTThe redesigned Facebook page will allow Sierra Nevada fans a chance to interact together in new and innovative ways.

VIEW OF THE DAYUsers can upload pictures of a scenic view they have witnessed. Each day, members of the fan page will vote on their favorite. The winner will be featured on the page along with a description of their view.

THE WALLWill allow for a dialogue between Sierra Nevada and its fans. Of course we’ll talk about beer, but topics and questions related to music, the outdoors, and art will be prompted too.

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TWEET AT THE MOUNTAINSNeed advice? Have something on your mind? Ask the wise Sierra Nevada Mountain Range for answers. This Pale Ale alias will respond with witty notes, critiques, witticisms, to get you through a long day at the office.

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Let us join you in erecting a meaningful totem of your own.