Below is the final presentation given of behalf of my team that consisted of myself, Keegan Cancelosi, and Francesco Trentinaglia. The group created a new business called Find Your Brews and in this presentation there are goals, objectives, target market personnas, competition, pay-per-click campaigns, social media campaigns, and email marketing campaigns.
Find Your Brews
Presented By:
Keegan Cancelosi
Skylar Golliher
Francesco Trentinaglia
Table of Contents
Business Value Proposition 3
Goals and Objectives Overview 3
Analysis of Target Market and Competition 5
Keyword and Content Research 8
PPC Strategy and Results 9
Social Media Strategy 14
Email Marketing Strategy 15
Business Value Proposition
The website that our group has decided to work on throughout this semester is called a Find Your Brew, which is a Colorado brewery reviews’ website. This idea was developed after realizing that online there isn’t an existing high quality website that reviews breweries in Colorado. As detailed in the homepage of our website, our value proposition is to help users to “find their favorite local Colorado Springs brewery.” We believe that this short phrase truly encapsulates the purpose of our business. Our commitment is to showcase Colorado Springs’ best and worst breweries. In today’s time, there are always new and local craft breweries surrounding consumers, and the Internet provides people with instant information. Our website represents an important resource for beer lovers, to be connected to the expertise of local beer experts, as well as fellow local residents who will provide reviews of breweries. These reviews will include details regarding atmosphere, pricing, tasting events’ feedback, beer and food variety, and several other features that fit with the needs and wants of users.
Goals and Objectives Overview
In order to properly deliver to users our value proposition, it was essential to first establish goals and objectives that were clear, realistic and measurable. Consequently, the following are the goals that were identified:
- Grow overall brand awareness and user engagement:
Since this is a new website, it’s important to first let people know about the existence of our business. Our PPC, social media and email strategies were focused on capturing people’s attention. Once people become aware of our brand, another priority was to focus on website conversion optimization to drive traffic, subscriptions and number of reviews.
- Build rapport with leads and users:
Find Your Brews social media and email strategies were built on the idea that we needed to first provide free informative content to people that showed an interest in our campaigns and website. We didn’t want to seem pushy and aggressive by asking immediately a call to action, such as a subscription or asking to write a review, without providing any kind of value. It was therefore important to first analyze our ideal customer’s needs and wants to know how to capture his or her attention. By doing this, we were hoping users’ trust towards our service would increase.
- Good user experience:
We wanted our website to be easily navigable, as well as visually appealing. Therefore it needed to be both functional and creative user experience, by having high quality brewery imagery, organized tabs, short website copy and browser/mobile rendering. More info regarding this is described in the target market persona section of this report.
- Deliver more value than competitors:
When developing our website, it was important to understand what our competition was doing. Several brewery reviews’ websites were reviewed. Doing this allowed us to gain a better understanding of how to structure our website and fill certain gaps that competitors showcased.
Analysis of Target Market and Competition
Target Market Persona
To develop our target market persona we assessed key personality and lifestyle features, as well as web skills and online search trends of beer lovers in Colorado Springs. We analyzed customers of breweries to make an estimation of specific traits and condense those in our ideal user profile.
Ideal User Profile: Natalie
Natalie is 24 years old and lived her whole life in Colorado Springs. Last year she got her MBA at UCCS and for five months she’s been working at a local firm as a marketing coordinator. She earns roughly $28,000 per year, and she is pretty responsible with her money and increases her savings every month. However, she is not too strict with it and her favorite expenditures are related to clothing, concerts and weekend night outs at restaurants and breweries. She is very outdoorsy and loves to hike. She is very social and constantly eager to find new breweries and restaurants where she can go with friends and family. When she is working on certain deals and projects for her firm, after work, she enjoys taking clients that come from out of state to the best local breweries she knows, so they can experience Colorado’s culture better. She enjoys breweries that have a pleasant atmosphere and that are not too noisy. They must have a certain level of popularity among locals and possess a wide variety of local draughts, that are not priced too excessively.
Natalie’s Website Experience Design (UX)
By working as a marketing coordinator and growing up in a world surrounded by technology, Natalie has good web skills. She accesses websites both on her laptop and phone, but more on cellphone.Natalie enjoys websites that are visually attractive, with more images than words. She doesn’t like websites that have too much useless information. She needs to find clear tabs, call to actions and key info immediately when accessing the homepage. Therefore, it was important that our website met those conventions, by both being functional and creative. All of our posted content needed to use a short website copy and our calls to action such as, review now, read reviews and sign up to our newsletters, were located on top of our homepage. It was also important that our site rendered well on mobile devices and different browsers, such as Explorer, Safari, Chrome, Firefax and Opera. After testing this, our site does not render differently on mobile devices and all these mentioned browsers.In a brewery review website, Natalie wants to understand what kind of beers are provided at a specific brewery by using the search box, what the prices are,where it is located, how the atmosphere and food is by looking at pictures, and get a link to the brewery’s website. She would want to compare experiences at certain breweries by looking at our rankings and reviews. To meet these conventions, within our homepage there are clear tabs at the top to access the different topics. The tabs are a home button, a blog button (to leave any reviews, opinions, or questions, a Subscribe button (to receive our newsletters and notifications when someone blogs), an instagram button (to access photos of breweries and reviews), an event list (to see different events occurring at different breweries), a contact, and an about us button.
Competition Analysis
After looking at several websites, the following competitors were identified, as well as their strengths and weaknesses.
Beer Advocates
- Advantages:
- Very clean and simple website to navigate
- Allows users to post their thoughts and opinions on specific beers
- Users can post photos of a certain beer logo or cans for others to reference
- Has different categories and ranking systems for different beers
- Disadvantages:
- There is only a website for this company (lack of social media presence)
- Pictures for viewers to reference are small and hard to see/notice
- Not focused on a single location; different beers can only be found in certain states and this can create confusion for users
The Brew Review Crew
- Advantages:
- Very flattering and simple website design which is easy to navigate
- Provides users with beer and brewery reviews from the company
- Has a social media account with Instagram
- Disadvantages:
- No new reviews since the year 2016 on their website
- Their Instagram only contains posts regarding staff, not actual reviews
- Reviews from Breweries and Beer within the United States not a singular location
BeerCharolette.com
- Advantages:
- Has a clear and simple website with a clear mission statement
- Provides users with a clean and easy
- Provides users with the Brewery Reviews and Recent Brewery News
- Created for those in Charlotte. Keeping reviews local
- Disadvantages:
- Only has a website for users to access
- Website hasn’t been updated in awhile (Since September 2019)
Keyword and Content Research
When it comes to deciding on, and finding the proper keyword(s) to use, the wrong keyword can greatly limit the success and amount of searches conducted.. Knowing that there are a lot of general questions out there about beer, it was important for us to find keywords that would make ourselves stand out compared to any other beer search conducted. We had a vast majority of similar keywords that we were able to locate and discover that would help us be successful, but there were five that stood out a little more than others.
Top Five Keyword(s)
- Local Breweries
- Best Breweries near me
- Best Craft Beer near me
- Top Breweries near me
- Top Brewery and Food near me
Based on our specific target market we decided to go with, having keywords that narrowed searches down as much as possible, was the best way for us to be successful and allow the users to be as successful as possible in their searches they conducted. Each of these keywords allowed for a slight advantage for those users who were looking for something specific. For example, “Top Brewery and Food Near me” allowed those who were looking for more than just beer and possible dinner, to be able to locate areas and breweries that were great for that.
Over all, the keywords that we chose to select, were the ones best suited for our specific target market. We did not just want to have anyone who is looking for beer or places to go in Colorado Springs. It was important for us to help those who are looking for specific locations and specific types of beer. We wanted to be able to reach as many people as possible, so widening the keywords and the slight difference among them, allowed us to do just that.
PPC Strategy and Results
For the PPC Campaign we wanted to focus on what our company is trying to showcase through our website and social media. It showcases the fact that we are featuring local breweries and beers in the Colorado area but also that we are showing our commitment to help consumers find a place that they love and enjoy based on reviews from others that are showing their dedication to craft beer. The point of the PPC Campaign was to encourage consumers to click on the advertisement because our statements were helping them find what they need.
Below is one of the PPC Campaigns that we ran. This campaign was a successful one in generating click for the advertisement.
The results for the campaign shown above are
We ran this campaign starting at a maximum $2 dollar daily budget to gage what the advertisement would need to be successful with gaining clicks and engagement. This advertisement ran for a total of 5 days but was not successful due to the lack of investment put in. Next we tried a higher daily limit.
This campaign used a maximum daily limit of 5 dollars. This limit was more successful than the lower budget even though we only ran it for a total of 3 days and allowed us to analyze what it would take for the consumer engagement to increase. Next we increased the budget to an even higher amount.
The picture above shows the results for running the PPC campaign that had a maximum $8 dollar daily limit and was again run for 3 days. This one was successful; however, using a $5 daily limit showed better results in gaining engagement in the advertisement. Using different limits allowed for us to analyze that our advertisement needed a $5 dollar daily limit to be the most successful.
Overall, the PPC Campaign was successful when running the advertisement under a $5 daily limit and a $8 daily limit. As a team we decided that it would be best if the advertisement were to be run under the $5 daily limit for a longer period of time.
In the future some new attempts that we could make to improve the advertisement and increase the engagement and following of the company would be to change the wording on the advertisement that would be more specific to consumers to showcase even more in depth what the company is really about. Below are more advertisements that could potentially work better to complete our goals.
These advertisements could potentially be better used by the company to increase engagement and following. These advertisements differ from the one we ran because it showcases specifics regarding breweries or events instead of being an overall advertisement for the company. We believe that running these advertisements on top of a general overview of the company would be beneficial to complete the goal of increasing engagement and creating a larger following.
This table represents different metrics that would be useful in the future to use on campaigns.
| Metric: | Description: |
| Specifics | Using specifics in the advertisement can help consumers find exactly what they are looking for. As of now the only PPC advertisement was only containing general information about the company where it might confuse the consumers if that’s not exactly what they were looking for. |
| Multiple Advertisements | Using multiple advertisements at once can allow for more consumers to see and engage in more of them to find the content they were searching for. |
| Higher daily limit | Through our first PPC campaign we attempted using different daily limits to analyze what the largest ROI would be for the company. Using a higher daily limit allowed us to manage what was needed to complete the goals. |
Data Privacy Plan
To begin looking into a data privacy plan, the company needs to acknowledge the company’s principles, our business needs, the risk relative to our business direction, and to build the strategy. Without having an agreed upon knowledge regarding the listed above the company can build a strong privacy plan. We also need to understand what data is being collected, how it is being stored, how that data is being used, and how we will get consumer consent. Using strategic partnerships, we can protect user data and ensure that their information will be safe.
Social Media Strategy
Overall, our goal for our Social Media Strategy was to increase website awareness and generate traffic to the website which will generate user content. We wanted to focus primarily on Facebook and Instagram since our target market persona is focused around millennials. Millennials focus mainly on these two social media platforms so this is where we plan on having many posts to generate traffic and interest. The content type that we want to focus on is weekly Facebook voting polls featuring different breweries from past content on the website, High quality images of breweries with short reviews for both Instagram and Facebook platforms, and short stories written by users that have been to breweries or events.
| Date | Content | Metric | Description |
| 1st Week of Month | Instagram and Facebook post talking about a new Brewery with a high quality photo. Using both channels will allow for different users to find the content on their preferred platform. | Short and Simple Encourage to go to Website | Keeping this post short and simple similar to the emails encouraging users to go to the website to view the full review. This will be useful again because it will allow users time to be valued and not wasted. |
| 2nd Week of Month | A series of photos showcasing Breweries and Events to encourage users to drive traffic for the users to leave reviews or content. | ||
| 3rd Week of Month | Facebook Poll will go live and a post on Instagram to highlight the poll on Facebook. This will also include the coupon that’s included for completing the poll. | Short Coupons | Using coupons to encourage engagement will be useful for Find Your Brews to generate whether people find coupons valuable for their short amount of time spent on the polls. |
| 4th Week of Month | Post on both Facebook and Instagram that highlights some of the main events taking place in the next month. | Events Vary | Using events that vary for the users to feel like each of their likes is being used will make them all feel invited. This will also attract different users with different likes. |
Email Marketing Campaign
The goal of the Email Marketing Strategy was to drive traffic to the website and gradually build a relationship with the users. The point of the emails were not to overload the users with content but to create recurring emails that provides small amounts of information to the user for them to be able to judge whether they want to continue reading about the topics.
The results for the Welcome letter showed promising results for Find Your Brews. It provides a link to the website and reviews. It had a 62.5% open rate and had a click rate of 20%. Below is the dashboard that represents these results.
The results for the follow up weekly or monthly email showed very similar results but this time the link was working. For the follow up email it had a 75% open rate and unfortunately when we sent them out the link was not working properly and therefore we can’t conclude the click rate. Below are the results presented on a dashboard.
Email Strategy Calendar
| Date | Content | Metric | Description |
| 1st Week of 1st Month | Weekly Email discussing up and coming breweries in the Colorado Springs area. | Short and Simple | For the Weekly follow up emails, we want to keep them short and simple to allow the user to make a choice on whether they want to learn more.This is useful in showing that we care about the users and that we as a company don’t want to waste our users time. |
| 2nd Week of 1st Month | Email to encourage users to provide reviews and content to the website | “Review now”“Help now” Act Upon Words | Using words like review now or help us will encourage users to want to leave reviews and help us provide content. |
| 3rd Week of 1st Month | Weekly Email with Updates and a new link that generates traffic towards our Facebook Poll | Coupons | Using coupons throughout the email to drive people to complete the short polls on our Facebook will allow for users to complete the poll and also visit more breweries.This will be useful to help users create content and visit places they normally wouldn’t. |
| 4th Week of 1st Month | Email regarding all events that will be coming up in the next month. | Events for all consumers. | Using events from different breweries for different kinds of people will make users feel like they are all invited. Nights like Teacher nights, Adult Coloring, or Trivia nights will attract different groups with different interests. |
| 1st Week of 2nd Month | Weekly Email discussing up and coming breweries in the Colorado Springs area. | Short and Simple | For the Weekly follow up emails, we want to keep them short and simple to allow the user to make a choice on whether they want to learn more.This is useful in showing that we care about the users and that we as a company don’t want to waste our users time. |
| 2nd Week of 2nd Month | Email to encourage users to provide reviews and content to the website | “Review now”“Help now” Act Upon Words | Using words like review now or help us will encourage users to want to leave reviews and help us provide content. |
| 3rd Week of 2nd Month | Weekly Email with Updates and a new link that generates traffic towards our Facebook Poll | Coupons | Using coupons throughout the email to drive people to complete the short polls on our Facebook will allow for users to complete the poll and also visit more breweries.This will be useful to help users create content and visit places they normally wouldn’t. |
| 4th Week of 2nd Month | Email regarding all events that will be coming up in the next month. | Events for all consumers. | Using events from different breweries for different kinds of people will make users feel like they are all invited. Nights like Teacher nights, Adult Coloring, or Trivia nights will attract different groups with different interests. |
| 1st Week of 3rd Month | Weekly Email discussing up and coming breweries in the Colorado Springs area. | Short and Simple | For the Weekly follow up emails, we want to keep them short and simple to allow the user to make a choice on whether they want to learn more.This is useful in showing that we care about the users and that we as a company don’t want to waste our users time. |
| 2nd Week of 3rd Month | Email to encourage users to provide reviews and content to the website | “Review now”“Help now” Act Upon Words | Using words like review now or help us will encourage users to want to leave reviews and help us provide content. |
| 3rd Week of 3rd Month | Weekly Email with Updates and a new link that generates traffic towards our Facebook Poll | Coupons | Using coupons throughout the email to drive people to complete the short polls on our Facebook will allow for users to complete the poll and also visit more breweries.This will be useful to help users create content and visit places they normally wouldn’t. |
| 4th Week of 3rd Month | Email regarding all events that will be coming up in the next month. | Events for all consumers. | Using events from different breweries for different kinds of people will make users feel like they are all invited. Nights like Teacher nights, Adult Coloring, or Trivia nights will attract different groups with different interests. |
Skylar Golliher 