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ColumbusBrewingCompany

MarketingProposal

CMSquared
MatthewMiller
CorinneMurphy
MikaylaMcCormic

CMSquared
164W17thAve.
Columbus,OH43210

4/7/2014

EricBean
Brewmaster
535ShortStreet
Columbus,OH43215

DearMr.Bean,

WewouldliketosubmitourproposalinsupportoftheeventPartyintheParktobe
executedbyourteam,CMSquaredforthepurposeofpromotingColumbusBrewing
CompanyandraisingfundsforthecharityCD102.5FortheKids.Inthepagestocome,
wewillproposeadetailedplaninordertoexecuteandfundthisprofitableevent.This
event,whichwillbenefitlocaleconomicgrowthandalocalcharity,willproveitsworth
bygainingaloyalaudiencewhowillkeepcomingbackformore.

Inregardstofinancialneeds,wearerequestingatotalamountof$752inorderto
successfullycompletetheprojectwhichwebelievewillnotonlyboostsalesof
ColumbusBrewingproductsby5%throughoutthenext6months,butalsoraisealmost
tentimesasmuchrevenueincomparisontothecostsoftheevent.

Wegreatlyappreciateyourconsiderationofourproposalandlookforwardtoworking
withyou.Ifyouhaveanyquestionsorconcerns,pleasefeelfreetocontactanyofus
directly.Wewillbeeagerlyawaitingyourreply.

Sincerely,

CMSquared

TableofContents:

Introduction...
A.Goals
B.Objectives.
C.Target
Audience..
D.Best
Strategies
E.Tactics..
SampleFlyer
F.RolesandResponsibilitiesfortheEventPromotionand
Execution.
G.StepbyStepWork
Plan
H.Budget.
I.Evaluation.
Survey
J.
Conclusion

Introduction

OurmarketingstrategyspecificallycaterstoCBCsmissionasacompany.
CBCscompanysgoalistoproduceuniqueworldclassbeers.So,weuseonlythe
finestingredients,manylocallyharvested,tobringyouthebestinhandcraftedbrews.
Bymarketingthiscompanyasproducinghighqualityproductsandthoseyoucantrust
tobelocallygrown,wecangainanewaudience,specificallyyoungpeoplewhoare
concernedwiththeirhealthandtheexperiencetheyhavewhiledrinking.
ThemissionstatementofCD102.5FortheKidsispowerful.Byusingtheir
alreadyfarreachingresources,theradiostationsupportschildreninneedbygettingthe
wordout.TheyaredesignedasanavenueforWWCDtobeabletobetterutilizethe
powerofourairwavestosupportlocalcharitiesthatarecommittedtohelpingchildren
andfamiliesinneedthroughoutCentralOhio.
CBChaseventslikethisoften,includingscavengerhuntstoraiseawareness.
CD102.5alsohostseventsregularly,i.e.Andymanathon,whichhasbeengoingonfor
21years.Atthe21stannualAndymanathon,thisorganizationwasabletoraise
$62,610forchildrenscharities.BypartneringupwithCBC,whocreatedtheAndyman
Ale,theprofitswereastounding,comingfromlistenersfromalloverColumbus.We
hopetomirrorthiseventinthepositivepartnershipandthesupportofcharity.

Goals

Organizationalgoal:RaisemoneythroughColumbusBrewingCompanyfor
CD102.5FortheKidswhilegaininglocalsupportandnewcustomers/donorsfor
ColumbusBrewingCompanyandCD102.5FortheKids.WeproposetheeventParty
intheParkbeheldinordertoreachthesegoalsandthefollowingcommunication
goalswillhelpachievethisoverallgoal.First,tocommunicatethatColumbusBrewing
Companyisassociatedwithgoodmusic,goodfood,andanenjoyableexperience,the
eventwillbepromotedasafunandexcitingwhichwillhelpgainnewcustomers.
Second,promotingthecollaborationbetweenCBCandCD102.5fortheKidswillhelp
CBCreachitsgoalofgivingbacktoandsupportingthecommunitythroughcharity.
Finally,drawingalargenumberofpeopletothiseventwillalsohelpraiseawarenessof
CD102.5fortheKidscharityandincreasedonationsforthischarity.
Properexecutionandpromotionfortheeventwillbethetwomostimportant
factorsinachievingthesegoals.Toinsurethattheeventisrunsmoothly,wehave
providedastepbystepworkplanthatcoversalloftheimportantdetails.Makingsure
theeventispromotedwellwillbeaccomplishedwiththehelpofCD102.5andis
detailedintheTacticssection.

Objectives

FinalizethepartnershipwithCD102.5andgetthemtoadvertisetheeventon
theirradiostation,findappropriatebandstoperformattheevent,andprocurea
stageandnecessarysoundequipmentfortheband.
Getatleast50%ofguestswhohavenevertriedCBCtotryitatleastonce
duringtheevent.Also,increaseoverallsalesby5%overthenext6months
followingtheevent.
Increasemonetarydonationsby10%toCD102.5fortheKidsoverthenext6
monthsfollowingtheevent.
IncreaseattendeesawarenessofColumbusBrewingCompanysinvolvement
withlocalcharitiesandgivingbacktotheColumbuscommunity(tobemeasured
usingthesurveyprovided).
IncreaseattendeesviewofCBCasafavorableorganization(tobemeasured
usingthesurveyprovided).

TargetAudience

Thetargetaudienceforthiseventarecollegestudents(oflegaldrinkingage)and
youngprofessionalswholiveintheColumbusarea.Ourmaintargetsarethosewhoare
concernedwiththequalityoftheirbeerandtheingredients.Morespecificallyifthe
ingredientsarejustmassproduced,orlocallygrownlikethoseofCBCbrews.These
youngprofessionalsarelikelytobemoreconcernedabouttheirhealthortheirstyleof
living,sincetheingredientsaremarketedtobelocallyharvestedwithhighquality
products.Wedecidedthiswouldbeourtargetaudiencebecausetheyaremorelikelyto
nothaveheardofColumbusBrewingCompanyorhavetriedit.Capturingthisaudience
isimportantbecausethelifetimevalueofthesecustomersisveryhigh.Iftheyrespond
favorablytoColumbusBrewingCompanywhiletheyareyoung,theywillbemorelikely
tocontinuetobecustomersofCBCastheygrowolder.Thisdemographicisalso
importantbecausetheyaremoreactiveonsocialmediaandiftheyhaveagood
experiencetheyaremorelikelytoshareitonsocialmediawhichwillhelpincrease
awarenessandpositivewordofmouth.
Bothcollegestudentsandyoungprofessionalsliketodrinktohaveanenjoyable
time.Besidesdrinking,theyenjoygoodfood,music,andweather.Thiseventbringsall

oftheseelementstogetherintooneexperience.Thisdemographicalsolooksfora
friendlyatmospheretomeetotherpeopleandhavefunduringtheweekends.Theyare
notconcernedwithaneventthathasactivitiesforkids,andenjoylivemusic.Partyin
theParkcombinestheseuniqueinterestsintooneeventthatcanprovide
entertainmentandafavorableexperienceforourtargetaudience.

BestStrategies

Inordertomotivateouraudiencetoattendourevent,thinkfavorablyabout
ColumbusBrewingCompany,andincreasetheirpurchases/donationsofCBCandCD
102.5fortheKids,wewillfocusontwostrategiesfortheevent.First,topromotethe
factthatCBCisbrewedlocally,righthereinColumbusandthatthiscreates
opportunitiesandjobshere.Second,wewillshowthroughoureventthatCBCis
concernedwithbuildingasenseofcommunitywithinthecityofColumbusandmakinga
greatcitytolivein.
WebelieveitisimportanttobrandCBCaslocalandconnectedtothecity
becausedrinkingCBCwillmakepeoplefeelliketheyareapartofthecityandsharea
somethingincommonwithotherresidents.ThisisagreatwaytobrandCBCbecause
italsogetstheattentionoftouristswhowanttoexperiencethecity.AssociatingCBC
withthecityofColumbuscanturnitintoastapleforresidentsandvisitorsalikeandwill
assuregrowthforaslongasthecitycontinuestogrowandbecomeamorepopular
touristdestination.
Ourstrategywillalsomaketheeventagreatwaytobuildpositivewordofmouth
andawarenessthroughsocialmedia.Aneventthatisabouthavingagoodtimeand
promotingthecityofColumbusisaveryshareableexperienceforpeoplebecausethey
wanttoshowtheirprideforthecityandthattheyenjoyedtheirweekend.Thiswillresult
inpeoplefeelingmorefavorableaboutCBC,increasedawareness,andagreater
associationamongpeoplebetweenthecityofColumbusandCBC.

Tactics

InordertospreadthewordaboutPartyinthePark,ourteamhasthoughtabout
afewtacticsthatwillappealtothetargetaudienceandpotentiallypersuadethemto
showuptothefundraisingevent:

RadioannouncementsthroughCD102.5Startingroughlyamonthbeforethe
event,CD102.5willpromotethefundraiserontheradioduringcommercial
breaks.Theradioadwillbe1520seconds,notingthegoodcauseofCD102.5
FortheKidsandsupportingalocalbrewingcompany.Mentionpriceand
entertainment.

FlyersaroundcampusWewillcreateappealingflyerstoplacearoundthe
campusareaandtheBreweryDistrict.Theseflyerswillgivethetimeanddateof
theevent,aswellasabriefdescriptionoftheband/activities.Theflyerswillrely
onvisualstimulation,hopefullydrawinginaudiencemembers.

WordofMouthSpreadthewordofPartyintheParkthroughfriendsand
classmates,describinghowmuchfunitshouldbe.PromotetheCBCandthe
band.

InstorepromotionsPubsthatserveCBCbeerwillpromotethefundraising
event.Thiscanbedonebyhostingflyersinthepubsandthebarsthemselves.

SocialmediaapproachWewilluseColumbusBrewingCompanysstrong
TwitterpresencetospreadthewordaboutPartyintheParkthroughaseriesof
tweetsandretweets.CD102.5willjoininwiththeirowntweetsandCBCcan
retweetthem,creatingastrongcohesivepresence.CBCalsohasastrong
Facebookconnectionaswell,sowewillapplythesametacticstherebutwith
moredetail.WemayevenconsidercreatingaFacebookeventpagespecifically
forPartyinthePark.CBCwilltheninvitetheirfanbase,andtheCD102.5can
dothesame.

ImageofFlyer:


RolesandResponsibilitiesfortheEventPromotionandExecution


Theresponsibilitiesofthefundraiserwillbedividedaccordingtotheevent.Our
group,CMsquared,willbeinchargeofthegamesandfoodwithColumbusBrewing
Companysbeerasthefeature:

Games:

Cornhole

Volleyball

UltimateFrisbee

Food:

HotDogs

Burgers

Chips

ColumbusBrewingCompanybeerandotherdrinks

CD102.5willbeinchargeofthemusicandthepromotionalmaterialforthe
fundraiser.Theywillbroadcastadvertisementsontheair,andalsoprovideacharityto
support(CD102.5FortheKids).Inadditiontothat,wewillusethemtofindalocalband
toplayatourfundraiser.

StepbyStepWorkPlan
Week1:

BegincommunicationwithColumbusBrewingCompany

Gooverplansandmakesurethisisthepaththeywanttotake

ContactCD102.5forsponsorship

Solidifypartnershipsandplansforfundrasier

Week2:

Bookbandforfundraiser

ContactGoodaleParkandsecurespaceforfundrasier

Createflyers

Decidepricingonticketsandfood

Week3:

PassoutflyerstocampusareaandrestaurantsthatfeatureCBCdrafts

BeginradiopromotionsonCD102.5

Collectgameitemsandfood

Rentoutstageandgrillingmaterials

Week4:

Beginpreparationsfortheexecutionoffundraiser

SetupinGoodalePark

Executefundrasier

Providesurveyforattendees

Budget

Ourplanistosellgeneraladmissionticketsfor$10inadvance,$15atthedoor.
halfofticketsalesgotoCD102.5fortheKidsandtheotherhalfwillcovercosts.
CouldsellCBCmerchandise(shirts,bracelets,etc.).Wewillbespendingapproximately
$752.Wewillbespending$300onmusicians,$200onthevenue,$97onfood,$120
onsetupandteardown,and$35onthestage,thetotalcomingto$752.Ifwemake
ticketprices$10inadvanceand$15atthedoorandwesell250foreachkind,then
ticketsaleswillbe$6,250intotal.Then,ifwecharge$3forfoodand$1.50fordrinks
likewaterorpop,thenfoodsaleswillbe$450.IfwereceiveacutoftheCBCsales,
thenthatwillbeapproximately$200.So,therevenuewillbe$6,900intotal.Thismeans
thatwewillgeneratealmosttentimesasmuchmoneyasweputintoit.Thisisagreat
returnoninvestmentforoneevent.

Budget:$800

OutofPocketExpenses:
Musicians

$300

Venue

$200

Food(hotdogs,buns,condiments)

$97

Setupandteardown

$120

Stage

$35

Total:

$752

Revenue:
TicketSales

$6,250

CutofCBCSales

$200

Foodsales

$450

Total:

$6,900

Evaluation

Tomeasureoutputsandoutcomes,wewanttomeasurethemonetaryrevenue
wemakeattheeventthroughticketsales,productsalesofCBC,andfoodsales.
Throughgainingouraudiencethroughmarketingtechniques,wewillmeasurebywayof
surveyhowmanynewpeoplehavegravitatedtothecompanywhowerentpreviously
interested.Our
onlinesurvey
accuratelyevaluatesthetargetaudienceandhowtheir
experiencewaswithCBCbeer.

Conclusion

Wewouldbespendingunder$800andmakingalmosttentimesasmuch
revenue,sowewillhaveenoughbenefitstogetenoughreturnoninvestment.By
having20%ofourrevenuegototheFortheKidscharity,wewillhave$1,250goto
charity,ifallofourcalculationsarecorrect.Italsogeneratesinterestwithanew
audienceforCBCproductsforcollegestudentsandyoungprofessionalswhomayhave
notheardofortriedthembefore.Byhelpingthislocalbusinessandlocalcharity,we
aredirectlycontributingtoourgoals.Thankyouverymuchforyourtimeand
considerationinthissignificantmannerinanattempttogeneratelocaleconomicgrowth
andcharity.