307 N. University Blvd.

Mobile Al. 36688

251-456-7891
July 22, 2016
Fairhope Brewing Company
Local Brewery
914 Nichols Ave.
Fairhope, Alabama
Dear Fairhope Brewing Company:
I am writing to request approval for a promotional marketing campaign for
your company. SAD is a creative boutique located in Mobile Al and we are
hoping to help you expand your companys reach through a promotional
advertising campaign.
The public has noticed the popularity of your beer and the impact you have
on beer brewing in Alabamas gulf coast. With your permission we would
like to help broaden the reach of your company and in doing so getting
more of the loved craft brews in the hands of thirsty consumers. We feel
with our help your products will be able to reach potential consumers well
outside of Mobile and Baldwin counties and even into Mississippi and
Florida. The Campaign will be strategic in nature with an overall goal of
expanding reach and brand recognition of the beer FBC sells.
We hope you choose to take us up on the offer, as we will need a decision by
August 7, 2016.
If you have any questions please feel free to contact me at sad@gmail.com
or at the number at the top of the page. Thank you and have a great day.
Sincerely,
Spencer Schuneman
Advertising Director

Strategic Communication
Proposal

by

SAD Agency
Ashlyn Hays
Dan Currie
Spencer Schuneman

Table of Contents
Executive Summary..

Situational Analysis...

2
2

About the Industry..

About the Organization.. 2
Analyzing the Situation

SWOT....

Secondary Research

Statement of Purpose...........................
7
Target Audiences...

The Plan.

Goals.

Objectives.

Strategies 9
Tactics..

12

Evaluation

27

Timetable.

28

Conclusion

34

Appendix..

35

Agency Information..

36

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Executive Summary
Fairhope Brewing Company is a local craft brewery located on the Gulf
Coast. Michele Kane and her husband Brian had the original idea for
starting a craft brewery in Lower Alabama. Once the team was assembled,
the first batch of beer was brewed on December 21, 2012. This marked the
first production craft brewery, in Alabama, since prohibition.
FBC started with two beers in the taproom and has now expanded to five
year round brews. There are no less than nine other beers, at any time,
helping to supplement the original five. Currently, FBC brews are available
bottled or on draft in Baldwin County, Mobile County, Birmingham,
Tuscaloosa, Huntsville, Montgomery, Auburn, coastal Mississippi and the
Florida panhandle.
SAD Agency will work alongside FBC to implement a strategic
communication proposal. This proposal will help promote awareness of
Fairhope Brewery as well as improve their distribution and reach. Many
different advertising and public relation tools will be implemented to help
us achieve these goals; such as out of home advertising, radio spots, social
media postings and a news release. We will also use this campaign to create
loyal beer enthusiasts for Fairhope Brewing.

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Situational Analysis
About the Industry
Beers history in the United States dates back to the first settlers (likely
even before them). British colonists brought over the first shipment to the
Americas in 1607 (History of Beer1). In 1612 the first New World brewery
started in what is today Manhattan. Beer was common place in American
society until 1917 when a prohibition law was passed and later ratified with
the 18th Amendment in 1919. This amendment greatly decreased the
number of breweries; however larger brewers were intent upon staying in
business and many states fought to have the 18th amendment repealed.
After 14 years, on April 7, 1933 the legalization of beer took effect via the
21st Amendment repealing the 18th. Brewers wasted no time getting back
to business; 31 breweries were back up and running by June of 1933
(Chronology2). However, interest faltered between 1950 and 1960 and
breweries were at their lowest in 1980; only 89 were in existence compared
to the 709 in 1933. Tides turned after the new millennium and as of 2014
there are over 3,000 breweries in the United States (Modern Craft Beer3).
Today, craft breweries make up to 3% of annual beer sales. Craft brewers
are small brewers. These breweries pride themselves on their innovative
abilities in the beer and brewing world. Craft brewers interpret historic
styles with unique twists and develop new styles; mixing old and new
techniques and ingredients. These breweries are more community involved.
The majority of Americans live within 10 miles of a craft brewer (Craft
Brewer4).
About the Organization
Brian and Michele Kane got the idea to start their own brewery after living
ten minutes away from the Alaska Brewing Company. In 2012, they began to
turn this idea into reality. Brian visited homebrewer and beer columnist Dan
Murphy and was sold on his beer concoctions. He then met with Investors in
Atlanta and found two partners to join his venture; former Free the Hops
president and law school friend, Tim Foley.
Their first batch of beer was released on December 21, 2012. Fairhope
Brewing Company opened its doors to the public on January 6, 2013.
Fairhope Brewing started with two beers in the taproom; Everyday Ale and
Section Street Wheat. Now, they have a selection of five beers and they
offer occasional beers as well. Fairhope Brewing Company can be found in
Mobile County, Baldwin County, Birmingham, Tuscaloosa, Huntsville,
Montgomery, Auburn, and Pensacola, Florida.

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The company includes: Brian Kane, managing partner; Michele Kane, legal;
Jim Foley, managing partner; Gabe Harris, Partner; Tim Heath, brewer; and
Tom Davis, facility, manager.
The company maintains their presence on social media; Twitter, YouTube,
Instagram, and Facebook. The company posts every one to three days on all
profiles. Fairhope Brewing is also popularly featured on al.com. The
company manages stay in the public eye by also offering their own events,
private events, open taproom, and trivia nights.

Analyzing the Situation

Fairhope Brewing Company is a local craft brewery hailing from the town of
Fairhope, Alabama. FBC has grown much in the past few years and the
demands for their beer likewise. With so much growth FBC has a hard time
keeping up with the demand for their product. With the demand being so
high it also hinders expansion opportunities, as keeping current clients
happy is priority number one.
The company currently produces 9 beers and has all of them on tap within
their taproom. The beer they make appeals to a wide variety of crowds
thanks to the different style and brews. With the different brew styles, FBC
has the opportunity to have a wide target audience reach especially with the
local region. There has been talk within the organization to open a second
brewery in Mobile County on Dauphin St. There is still no word on when
this expansion will take place, but it does mean the company would be able
to better meet the growing demand for their product in a timely manner.
Fairhope Brewing Company is one of many beer companies out there. Their
global competition is endless, but for their sake they are small and
relatively new. It is the more local competition they must worry about. As of
now they only distribute in the major cities of Alabama and Pensacola,
Florida.
Lazy Magnolia is one of Fairhopes closest semi-local competitors. It is
Mississippis oldest packaging brewery, but they have been offering brewed
beer since they were founded in September of 2003. You can find their
products in bars, restaurants, and retailers. Lazy Magnolia beer can be
found in the following states: Mississippi, Alabama, Louisiana, Texas,
Georgia, Florida, Ohio, Kentucky, Illinois, New York, Missouri, Arkansas,
Indiana, Kansas, Virginia, Tennessee, Indiana and Oklahoma. They have a
much broader distribution than Fairhope Brewing, helping to spread their
name even further throughout the United States. Like Fairhope Brewing,

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they also stress the importance of keeping their business mostly local and
stressing their southern roots.
Sweet Water Brewery was started back in the early 90s by two college
students, Freddy Bensch and Kevin McNerney in Denver Colorado. The
group eventually moved to Atlanta Georgia where they opened their first
brewery and shortly after a second. With the two breweries open the
company can currently produce 400,000 barrels of beer annually. Sweet
water currently distributes to 16 states and in 2015 placed 18th out of 20 in
the nations top 20 craft brewers held by the brewers association.
Sweetwater does well for itself selling only 6 year round beers with the
occasional seasonal beer at different times of the year.
Founded in 1986 by Jim Patton in Abita Springs, Louisiana; just 30 miles
north of New Orleans. Abita beer is sold in 46 US states and Puerto Rico.
The production output is 151,000 barrels a year. Abita is the 24th largest
commercial brewer by production volume in the nation and the 15th largest
craft brewer in the US. (Abita5).

Above: Google searches for Abita Brewing | Below: Trend of Abita Google
searches

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SWOT
Helpful
Strength
-

Locally owned and operated

Variety of beers & special
occasion beers
Personal webpage

Opportunity
-

Popularity of local/small
business
Enough product to expand
distribution

Harmful
Weakness
-

Limited to Mobile County,

Baldwin County, Birmingham,
Tuscaloosa, Huntsville,
Montgomery, Auburn, and
Pensacola

Threat
-

Secondary Research
- Fairhope Brewing:
5 year round brews
27 occasional brews
20 small batch brews
3 collaboration brews
- Lazy Magnolia:
9 brews in Back Porch Series
3 brews in Debutante Series
- Sweetwater:
6 year round brews
4 Seasonal brews
5 limited release brews
- Abita:
8 year round brews
5 seasonal brews
2 harvest brews
5 in Bourbon Street Series
1 Hard Soda
4 Sodas

Abita (Louisiana)
Sweet Water (Georgia)
Lazy Magnolia (Mississippi)
Larger manufacturers who
have product across the
country, but are still relatively
local

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Fairhope has an edge on its larger competitors as to how much product they
have (can make). Their advantage is not fully utilized since they actually
only sell a very small portion year round. All breweries have seasonal
brews, but Fairhope could benefit more by making at least two or three of
their occasional, year round.
As of 2015, the state of Alabama has 24 active breweries. The number of
Alabama breweries has grown roughly 25% since 2011; starting at only six
and growing by at least three breweries per year. Alabamas breweries
churn out over 50,000 barrels per year, equaling 0.4 gallons per adult over
21 years of age. The number of breweries doubled from 2013, going from
13 to 24.
Florida has 151 craft breweries. Floridas breweries produce over one
million barrels per year, equaling 2.5 gallons per adult over 21. However,
their growth stayed stagnant up until 2013; going from 66 in 2013 to 151 in
2015.
Georgia has 45 breweries, produces a little over 365,000 barrels a year
equaling 1.6 gallons per adult over 21. Like Florida, Georgia breweries did
not begin to grow until 2013. Between 2013 and 2015, Georgia breweries
have doubled.
Louisiana is home to 20 breweries. Although they have fewer breweries
than Alabama, they churn out more barrels per year, coming in at over
200,000 or 1.9 gallons per adult over 21. Like Florida and Georgia,
Louisiana breweries doubled in number between 2013 and 2015.
Mississippi comes in with the lowest amount of breweries in the United
States. With just eight, Mississippi produces almost 31,000 barrels a year,
but equals .04 gallons per adult over 21 just like Alabama. But, like the fore
mentioned states, Mississippi breweries double after 2013 (Craft Beer
Sales6).

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Statement of Purpose
Our agency strives to create an effective promotional campaign, in an effort
to boost product sales, reach and awareness outside of local area. It is our
mission to fulfill the dreams of our client and express to the community
what our client can offer. We feel our job is not done until the consumer is
just as excited about the product as the ones making it. Fairhope Brewing
Company has the potential to become a southern staple and we will do
everything in our power to spread their name and good beer.

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Target Audiences
Primary Target Audience: Gulf Coast Region
South Eastern Texas, Louisiana, Mississippi, Alabama, Georgia and
Florida
In the Gulf Coast Region, we will focus on men ages 35 -44 because of
their likeliness to branch out and try new beer (Nielsen7). Men are
75% more likely to have a preference for craft beer than women
(Nielsen7). We want to focus on an audience who can be turned to be
fully invested in craft beer.
Another group we will focus on in the Gulf Coast Region will be
women ages 21 34. According to the Brewers Association, 61% of
females ages 21 34 drink craft beer with food more now than a
couple of years ago. (Brewersassociation8) We want to exploit the
61% and get them to try Fairhope Brewing Company.
Secondary Target Audience: Lower Alabama
Fairhope Brewing Company being based in Fairhope, Alabama
provides a rich target audience in the companys backyard. Lower
Alabama is defined as Montgomery and below, with an emphasis on
Mobile County.
One focus for the secondary target audience will be young men ages
21 34. This group is important because of their influence. This young
age group will allow us to build loyalty at an earlier age so we can
create a life-long fan base.
Mobile has rich diversity and some of it can be attributed to being a
port city. Being a port city, we see a lot of international business,
businessmen and visitors. The Europeans, who recently relocated to
Lower Alabama, will be another focus for our secondary target
audience. In 2004, the U.S. Brewers Association, which supports
craft beer, created an Export Development Program.440,000 gallons
were exported in 2003; by 2009 that was up to 1.5 million gallons a
246 percent increase. (Latitude News9) This focus group will help
create a loyal fan base.

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The Plan
Goals
Overall: Improve and grow the reach, sales and awareness of FBC
Long Term: Increase and expand distribution of craft beer along the Gulf
Coast
Short Term: Boost sales in the Gulf Coast Region
Objectives
To increase Fairhope Brewing Companys sales by 10% in ten months (May
18, 2017)
To improve distribution by a 15% reach increase in 18 months (January 18,
2018)
Strategies and Tactics
Strategy: Create a visually appealing and effective advertising campaign
Tactic 1: Out of Home Advertising
We will deploy billboard advertising along Interstate 10
stretching from Tallahassee, Florida to Houston, Texas. There
will be billboards entering and exiting the cities of Tallahassee,
Pensacola, Mobile, Biloxi, New Orleans, Baton Rouge and
Houston.
We will also use billboards along Interstate 65 entering and
exiting the cities of Birmingham, Montgomery and Mobile.
The billboards will use the message: Better Beer to help
portray the message of local, craft beer is better for not only the
taste but the experience.
Tactic 2: Print Advertising
We will publish a print publication in Mobiles The Lagniappe,
Fairhope Times, AL.com, and Pensacolas News Journal. These
publications combined have over 1 million weekly readerships.

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The print ad will be a quarter page, full color ad. The message is
Better Beer conveying local craft beer is a better quality than
the mass produced watered down domestic beer.
Tactic 3: Online Advertising
Online advertising is to include websites, website apps, and
social medias. Website and application advertising will be done
through Spotify and Draft Kings. Social media advertising will
be through Facebook and Twitter.
Spotify has more than 10 million paid subscribers, however, we
will focus our ad to listeners in the south east, specifically near
the Gulf Coast. The ad will be run on both the website and
application.
Draft Kings has around 200,000 active users between the
months of September and October. The Better Beer
advertisement will be run on Draft Kings website and mobile
application for the fourth quarter of the year (August
December).
Social media postings will include sponsored Facebook and
Twitter posts. The sponsored ad will go out every Tuesday,
Thursday and Saturday throughout the fourth quarter. The
Better Beer ad will include a promotion of buy a seasonal 6
pack and receive half off a Fairhope Brewing six pack.
Strategy: Increase publicity with positive messages and social activities
Tactic 1: Press Release
A press release will be sent out to multiple different news
stations to help promote awareness of FBC.
The purpose of the press release is to inform the public of five
new fall beers being released at the beginning of August and
will be available till the end of November. The press release will
also be announcing a new campaign for Fairhope Brewing
Company.
The news stations receiving the press release will be:
Mobile WKRG News 5 and WALA Fox 10

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Birmingham WBRC Fox 6 and WVTM Channel 13

Pensacola WALA Fox 10
New Orleans WVUE Fox 8 and WWL Channel 4
Baton Rouge WBRZ Channel 2
Tactic 2: Speech
A speech will be given to help promote awareness of Fairhope
Brewing Company and the release of the fall seasonal beers.
The speech will be written in an informal tone and delivered
with excitement. The speech will be given at the beginning of
the art walk and FBC will provide sample tastings of the
seasonal beer.
Brian Kane, managing partner of FBC, will deliver the speech at
the Art Walk in Fairhope on August 5, 2016.
On August 12th, Tim Heath the brewer for FBC will deliver the
speech at the Art Walk in Downtown Mobile.
Tactic 3: Alabama Coastal Cleanup
FBC will help sponsor the 29th Annual Alabama Coastal Cleanup
on September 17, 2016. This will promote the good will of the
brewery while allowing publicity for the seasonal beers.
Throughout the event, FBC will hand out Fairhope Brewing
Company visors to the volunteers as well as providing water
bottles. After the event at 12:30 PM, there will be a tasting of
FBCs new seasonal beers.
Tactic 4: Radio PSA
A 15 second radio spot will air to help raise awareness of the
seasonal beers as well as the new campaign. This is not an
advertisement but rather a public service announcement.
The radio spot will air on 92.1 ZEW and 95.1 KSJ in Mobile and
102.7 NASH in Pensacola.

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Tactics
Speech
Brian Kane- Managing Partner of FBC
Where & When: Artwalk in Mobile and Fairhope / Beerfest 2016
To: Primary and secondary audiences at the festival
Title: Better Beer across the South
Point 1: local appreciation
Since Fairhope Brewing Company was just a mere idea set into
motion, we have relied heavily on the community.
We began consulting with Mobile homebrewers and testing beers to
find the perfect brew to begin this venture
Lower Alabama will always be home and the love we have been shown
is something we greatly appreciate and the good times had is only
something good beer can supply.
Point 2: about the product (brief pause)
We started with just 2 beers in the taproom; Everyday Ale and Section
Street Wheat (hold up bottles). Today we offer 5 year round brews, 27
occasionals, 20 small batches, and we have collaborated on 3.
There is surely more than enough beer to go around. Because we have
so much to offer and want everyone to have a good time, we are
expanding our product.
Our product is all over Alabama and just a little in Florida and we
want to change this. It isnt really fair to keep it all in one place.
We need to share.
Fairhope Brewing Company Beers will now be expanded all through
the Gulf Coast.
If you venture out of this great state, we want you to find a great
piece of home and any bar, restaurant, or grocery store you may visit.

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While youre at it, feel free to share your favorite Fairhope Brew with
everyone around.
(excited tone / raise voice) I am Brian Kane and I am FOR better beer
across the South.

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News Release

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Contact: Fairhope Brewing Co.

info@fairhopebrewing.com
www.fairhopebrewing.com
914 Nichols Ave. Fairhope,
Alabama
Phone: 251.279.7517
July 25, 2016
Fairhope Brewing Company is Back

Fairhope Brewing Company brewed their first batch of beer on December

21, 2012. Little did they know how quickly the brewery would take off.
FBC is releasing their five fall seasonal craft beer at the beginning of
August. The five beers are: Football Saison 2016, Pumpkin up the Jam, Hop
Hogan, Barrel-Aged Merry Widows and Along Came a Cider.
FBC is not only releasing new fall beers but also a new campaign. There will
soon be a flood of advertisements across the board displaying the quality of
Fairhope Brewing Company.
Brian Kane, the managing partner of FBC, stated: The excitement for the
new campaign and release of our fall beers is growing. We cannot wait to
see how our friends and family around Mobile enjoy the beer. Cheers!
The brewery is releasing the seasonal beers to all local eateries in
downtown Mobile. The fall beer will be available until the beginning of
December.
###

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Backgrounder
For being as small as FBC is they really know how to pack a punch. Even
though FBC is not as big as its competitors (Sweet Water, Abita, and Lazy
Magnolia) it still produces more seasonal beers than all three of its rival
companies.
The primary goal is to reach as many people outside of the local area, who
do not know about FBC. The plan will be complete with a wide range of
advertisements across different outlets. The outlets will be print, radio, out
of home, website and social media.
The media being distributed to the various outlets will be in a broad layout.
The ads being presents across out of home will focus on getting the
companys name out to the general public. The print will be released across
Mobiles The Lagniappe, Fairhope Times, AL.com, and Pensacolas News
Journal. These publications combined have over 1 million weekly
readerships.
.
Out of home ads will target the individuals traveling into the local area. The
ads will be permanent for the entire 4th quarter. We will deploy billboard
advertising along Interstate 10 stretching from Tallahassee, Florida to
Houston, Texas. There will be billboards entering and exiting the cities of
Tallahassee, Pensacola, Mobile, Biloxi, New Orleans, Baton Rouge and
Houston. We will also use billboards along Interstate 65 entering and
exiting the cities of Birmingham, Montgomery and Mobile. The billboards
will use the message: Better Beer to help portray the message of local,
craft beer is better for not only the taste but the experience.
A 15 second radio spot will air to help raise awareness of the seasonal beers
as well as the new campaign. The spot will start out with broad information
about the company and products. Throughout the quarter, the information
will become more specific to the local area. The radio spot will air on 92.1
ZEW and 95.1 KSJ in Mobile and 102.7 NASH in Pensacola.
Social media postings will include sponsored Facebook and Twitter posts.
There will be a new post every Tuesday, Thursday and Saturday for the
entire 4th quarter. The Better Beer ad will include a promotion of buy a
seasonal 6 pack and receive half off a Fairhope Brewing six pack.
Website and application advertising will be done through Spotify and Draft
Kings. The Spotify ad will be a 3-5 second banner ad with button text
linking to FBCs website. The ad will appear for all Spotify users without a
premium account within the target market area. There are 45 million
current free account listeners. If the ad were to reach at least 10% of the 45

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million there would be 4.5 million impressions. A similar process would be

implemented for Draft Kings. The ad would be placed and only viewable by
those who use the app within the Gulf States. The ad will be run on both the
website and application. The Better Beer advertisement will be run on
Draft Kings website and mobile application for the fourth quarter of the
year (August December). Draft Kings has around 200,000 active users
between the months of September and October.

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Fact Sheet
Who: Fairhope Brewing Company
What: Advertising / Marketing Campaign for FBC showcasing beer selection
and announcing seasonal beers
When: 2016 4th quarter
Where: Goal of campaign to reach all Gulf States
Why: Boost sales and stimulate target audience and gain brand recognition
throughout Gulf States
How: Run a promotional marketing campaign in the 4th quarter of the 2016year.
Print Tactic Sheet
Name of Publication: Better Beer
Name of Publisher: Lamar, AL.com, Fairhope Times, Lagniappe, Pensacola
s News Journal
Publication Type: Bulletin (Lamar), quarter page full color ad ( AL.com,
Fairhope Times, PNJ)
Circulation: Mobile and Baldwin Counties and Pensacola with Billboard
Location:
- Along 1-10 heading to and from Pensacola
- Along I 65 prior to entering Mobile county
- Along I-10 at Miss./Al. border headed to Mobile
Issue Date: August 30th
Purpose: Awareness
Deadline for submission Aug 25th
Target Audience: Individuals 35-44 years old
Website/App Tactic Sheet
Name of Site: www.spotify.com and Draft Kings Smartphone app
Outlet: Free (legal) music site and Fantasy football biding app

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Purpose: Target stimulation/ Awareness

Links to Website: Hyperlink Button text within in each of the ads. Button
Text prompt find out more
Target Audience: Individuals 21-44 years old
Radio Advertisement
-On air read
- Example (Host to Co-host) (Host) So Jim, have you heard about the
Fairhope Brewing Company?
(Co-host) No I havent.
(Host) Well its a locally owned and operated brewery right over in
Fairhope Al.
(Host) and get this they have a wide variety of beer including 27 occasional
beers.
(Co-host) Looks like I am going to have to check this place out, where is it
located?
(Host) It is located on 914 Nicholas Avenue in good ole Fairhope Alabama.
(30 Sec)
One air would read around the 5 oclock hour when people are getting of
work and may need a beer after their long workday.
Station: 95 KSJ (Mobile)
102.7 Nash FM (Pensacola)
Time and Date: Tuesday and Thursday (4th Quarter) 5:00pm
Purpose: Awareness, Target stimulation
Social Media
Facebook Scheduled Post: post three times a week every week for fourth
quarter (Tuesday, Thursday, Saturday).
-Take advantage of football season
Topic of posts- Promotional- buy seasonal beer gets a 6 pack of any other
brew for half cost.
- Informative- Release of new brews or seasonal ones
- Promotional- If SEC Team wins in College football then fans of certain
team would get one free beer from Tap

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Name

SEC Wins = Free Beer

Publication

Facebook

Publication type

Facebook Post

Circulation

9,954

Issue Dates

Bi weekly post
SEC ad post on Sep. 1st

Deadline for submission

No deadline

Submission Process

Email or Facebook Messenger

Target Audience

21-44 years of age

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Name

Better Beer Makes For Better

Times

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Publication

Spotify.com

Publication type

Website

Circulation- goal of 1% of total

circulation in US.

450,000

Issue Dates

August 30th
Run in 4th quarter

Deadline for submission

August 1st

Submission Process

Web/ Email

Target Audience

21-44 years of age

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Name

FBC on air read

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Publication

95.1 KSJ
102.7 Nash.FM

Publication type

Radio
On air read

Circulation

95 KSJ: 44,514
102.7 Nash.FM: 2,091 weekly

Issue Dates

August 30th
Weekly Friday read
4th quarter

Deadline for submission

August 15th

Submission Process

Web

Target Audience

21-44 years of age

Name

Better Beer

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Publication

Lamar

Publication type

Out of home

Circulation: Weekly Impressions

Mobile: 249,324
Miss./Al. Border: 172,464
Pensacola: 163,070

Issue Dates

August 30th 2016

Run for 4th quarter

Deadline for submission

August 1stth

Submission Process

Ad info sent to Lamar

Target Audience

21-44 years of age

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Name

Brewing Better Beer

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Publication

Draft Kings App

Publication type

Smart Device App

Circulation based on 1% of 1
million register users

100,000

Issue Dates

August 30th
4th quarter

Deadline for submission

August 1st

Submission Process

Web

Target Audience

21-44 years of age

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Name

Better Beer Across the South

Speech

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Publication

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Beer Festival Attendees

Publication type

Speech

Circulation

3,500 to 4,500

Issue Dates

One time- August 27, 2016

Deadline for submission

No deadline

Submission Process

Directly to FBC manager

Target Audience

21-44 years of age

Evaluation
Fairhope Brewing Company is a pioneer in the craft beer frontier for lower
Alabama. Michele Kane had an idea and was determined to see it through.
Four years later, FBC has grown to five year-round beers, 27 seasonal and
20 small batch brews.

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FBC, with a nudge in the right direction, will become the number one craft
brewery on the Gulf Coast Region. SAD Agency is here to deliver the
needed nudge. Using a strategic communication approach, SAD will work
alongside FBC to deliver results.
Objectives
To increase Fairhope Brewing Companys sales by 10% in ten months (May
18, 2017)
To improve distribution by a 15% reach increase in 18 months (January 18,
2018)
In order to increase sales, FBC must increase advertising. As of now, most
advertising has been done through word of mouth. This has been a great
start for growing a customer base in Mobile and Fairhope. Out-of-home
advertising, such as billboards, will now be implemented to grow awareness
of FBC. These billboards are spread along I-10 from Houston to Tallahassee.
The signs will be placed exiting and entering Houston, Baton Rouge, New
Orleans, Biloxi, Mobile, Pensacola and Tallahassee. Billboards will also be
placed entering and exiting Birmingham, Montgomery and Mobile on I-65.
Other advertising tactics used will be radio spots, print ads, and social
media postings. With an increased awareness, sales will improve leading to
a larger distribution area.
Public Relations is a key factor in spreading awareness. For a successful
campaign, we will utilize a speech, news release and volunteer opportunity.
The speech will be given at the annual Dauphin Beer Festival in downtown
Mobile. As well at the Fairhope Art Walk and Mobile Art Walk. Brian Kane,
managing partner, will deliver the speeches to help personalize FBC. The
news release will be sent out to the following stations:
Mobile WKRG News 5 and WALA Fox 10
Birmingham WBRC Fox 6 and WVTM Channel 13
Pensacola WALA Fox 10
New Orleans WVUE Fox 8 and WWL Channel 4
Baton Rouge WBRZ Channel 2
SAD Agency and Fairhope Brewing Company will both attend the annual
Alabama Coastal Clean-up to engage the local audience and offer beer
tasting after the event. This is spread positive publicity for FBC.

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This campaign will be successful in growing Fairhope Brewing Company.

Using the specified tactics, sales and distribution will increase due to
improved reach.

Sunday

Monday

Friday Frid
ay
Tuesday

Friday

Friday02

Wednes
day

Thurs
day

Friday

Saturday

Friday02

Friday03

Friday
04

Friday45

Friday12

10

11

12

13

14

15

16

17

18

19

20

21

22

23

23233124

24243125

25253126

26263
127

27273
128

28283129

29293130

Press
Release
30303131

31313131

EVENT
S

Press Release

Page

Sun
day

Monday

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August Fri
da

Tuesday

2Friday02

Wedn
esday

Thurs
day

3Frida
y03

4Frida
y04

Friday

Saturday

Frid
ay

1Friday02

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

Beer Festival
Downtown Mobile
28

29

31313131

30
Billboard
Ads
Spotify Ads
Draft Kings

31

Page

EVE
NTS

Sun
day
Frida
y

Beer Festival
2016
Dauphin
Street
Mobile, AL
36602
Speech/Annou
ncement

Print
Ad
debut
Billboa
rds
run to
Decem
ber
2016
Draft
Kings
App.
Ad
begins

39 of 52

Spotify Ads begin

Will run through December 2016

September Fri
da

Monday

Friday02

Tuesday

Wed
nesd
ay

Thursda
y

Draft
Kings App
adFrida
y02
Spotify
Ads
Billboards
up
6
Radio
Spot

Frida
y03

1Frida
y04

SEC/Fa
cebook
ad post
debut
8
RS

Fairho
pe Art
Walk
9
Loda
Art
Walk

10

Friday

Saturday

11

12

13
RS

14

15
RS
Faceboo
k ad

16

17

18

19

20
RS

21

22
RS

23

24

25

26

27
RS

28

29
RS
Faceboo
k ad

30

Page

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31313131

EVE
NTS

Sun
day
Frida
y

Fairhope Art
Walk
Fairhope, AL
36532
6pm to 8pm
Speech/
Announcemen
t
Draft Kings
App ad

Monday

Friday02

Radio Spots (RS) debut

95 KSJ
102.7 Nash FM
5pm (both)
Spotify Ads running
Billboards up

October Fri
da

Tuesday

Friday02

LoDa
Art
Walk
Downto
wn
Mobile
6pm to
9pm
Facebo
ok AD

Wedn
esday

Thurs
day

Draft
Kings
App
ad
Frida
y03
Spotif
y ads
runni
ng
5

Frida
y04

6
RS

13
RS
Face
book
ad
20
RS

14

15

21

22

27

28

29

RS

10

11
RS

12

16

17

18
RS

19

23

24

25

26

Friday

Saturday

Page

RS

30

RS
Face
book
ad

3131313131

EVE
NTS

Sunday
Friday

Monday

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Radio Spot
(RS)
95 KSJ
102 Nash FM
5pm

Faceb
ook
Ad
Draft
Kings
app ad

Spotify Ads running

Billboards up

November Fri
da

Friday02

Tuesday

Wedn
esday

Thurs
day

Friday

1Frida
y02

2Frid
ay03

3Frida
y04

RS

Saturday

RS

8
RS

13

14

15
RS

16

20

21

22
RS

23

27

28

29

30

10
RS
Faceb
ook
ad
17
RS

11

12

18

19

24
RS
Faceb
ook
ad

25

26

Draft
Kings

Page

App
ad
Spotif
y ads
runnin
g

RS

31313131

EVE
NTS

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Radio Spot
(RS)
95 KSJ
102.7 Nash
FM
5pm

Face
book
Ad
Draft
King
s app
ad

Spotify Ads
Billboards

Dece Fri
mber da

Sunday

Monday

Tuesday

Wedn
esday

Thurs
day

Friday

Friday

Spotify
adsFrida
y02

Billboar
dsFriday
02

Draft
Kings
App
ad
Frida
y03

1Frid
ay04

6
RS

10

11

12

13
RS

14

8
RS
Face
book
ad
15
RS

16

17

18

19

20

21

23

24

22

Saturday

Page

RS

25

26

27
RS

28

RS
Face
book
ad
29
RS

43 of 52

30

31

31313131

EVE
NTS

Fairhope
Art Walk
Fairhope, AL
36532
6pm to 8pm
Speech/
Announceme
nt
Draft Kings
Ad ends

LoDa
Art
Walk
Downto
wn
Mobile
6pm to
9pm
Facebo
ok Ads

Radio Spots(RS) debut

95 KSJ
102.7 Nash FM
5pm (both)
Spotify ads end
Billboards come down

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Conclusion
SAD Agency would like to thank Fairhope Brewing Company for providing
us a chance to work alongside a local company. Not only will FBC grow due
to this campaign, but SAD will also be positively affected. The campaign
completely concludes on January 18th, 2017. However, we would thoroughly
enjoy an opportunity to work with FBC again.
This strategic communication proposal will effectively provide FBC with a
plan to flourish and advance in the craft beer territory.

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Appendix
Sources
1

History of Beer in the United States. (n.d.). Retrieved July 18, 2016, from
http://www.beerinfo.com/index.php/pages/beerhistory.html

Chronology of the U.S. Brewing Industry. (n.d.). Retrieved July 18, 2016,
from http://www.beerhistory.com/library/holdings/chronology.shtml
3

Modern Craft Beer. (n.d.). Retrieved July 18, 2016, from

https://www.craftbeer.com/thebeverage/history-of-beer/craft-beertoday
4

Craft Brewer. (n.d.). Retrieved July 18, 2016, from

https://www.brewersassociation.org/statistics/craft-brewer-defined/.

Abita 25th Anniversary Vanilla Doubledog debuts. (n.d.). Retrieved July 18,
2016, from http://beerpulse.com/2011/09/abita-projects-to-exceed-130kbarrels-in-2011-celebrates
with-25th-anniversary-beer/
6

Craft Beer Sales by State. (n.d.). Retrieved July 18, 2016, from
https://www.brewersassociation.org/statistics/by-state/

Nielsen. (n.d.) Retrieved July 15, 2016 from

http://www.nielsen.com/us/en/insights/news/2016/craft-beer- stylepreferences- start-and- end-with- the-consumer.html

Brewers Association. (n.d.) Retrieved July 15, 2016 from

https://www.brewersassociation.org/communicating-craft/6characteristics-of- millennial-beer- drinkers-you- need-to- know/

Latitude News. (n.d.) Retrieved July 15, 2016 from

http://www.latitudenews.com/story/us-craft- beers-gain- fans-ineurope/
Other Sources:
http://api40.10kwizard.com/cgi/convert/pdf/GCI-20160225-10K20151227.pdf?
ipage=10772111&xml=1&quest=1&rid=23&section=1&sequence=1&pdf=1&dn=1

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http://www.bizjournals.com/newyork/blog/techflash/2014/11/fanduelvs-draftkings-are-we-seeing-the-future-of.html

Page

SAD AGENCY
Spencer Schuneman
Ashlyn Hays
Dan Currie

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Tagline:
Make it Matter
Mission Statement:
SAD believes in building your brand to matter not only to you, but to the
world. We strive to produce a lasting image from your vision and convey it
to your audience. Further, our experienced team will provide top notch
communication for the smoothest campaign possible.
Vision:
SAD will use strategic communication campaigns to assist our clients in
improving reach, sales and brand consistency.
Objectives:
Client Focused
As a strategic communication agency, it is important for the clients to
always be number one. SAD will work effectively to promote the
client.
Positive Image
A positive image is necessary for an agency to survive. We will
reinforce our positive image with a dynamic and spirited team.
Continuous Improvement
Professionals should continuously seek to improve and gain
knowledge. At SAD, the team is constantly learning to provide better
service and ideas for our clients.
Goals:
To produce top quality brand campaigns for our clients
We work diligently to produce the ultimate brand campaign to give
our clients an easy experience promoting their organization.
To foster a team-oriented environment
Teamwork is a deciding factor in whether an agency is successful or
not. If the internal workings are not cohesive, the outside image is
faulted.
To become the largest agency in the southern coastal region
As we strive to produce top quality brand campaigns for our clients,
we are also striving to be the top. At SAD we see ourselves becoming

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the most successful brand agency on the southern coast. This is being
accomplished through continuous improvement, having a positive
image and staying focused on the client.

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The Team:
Dan Currie: Creative Director
A native to Mobile, Alabama, Dan has been an active participant in the
Mobilian life style. He is attending the University of South
Alabama with an expected graduation date of May 2017.
At USA, Dan was vice president, chief justice and senate
clerk for the Student Government Association. He also
served as vice president for Jaguar Productions and Tau
Kappa Epsilon.
In 2016, Dan co-founded SAD with
Spencer Schuneman and Ashlyn Hays.
Since the creation of SAD, Dan has been
nominated for the Sexiest Man Alive as well as many
prestigious advertising awards. Dan most recently won the
CLIO Lifetime Achievement Award.
Ashlyn Hays: Public Relations and Communications Director
Born and raised in Mobile, Ashlyn is no stranger to the beauty of our
community. After high school, Ashlyn continued her
education at the University of South Alabama. During her
senior year, SAD was created and so far the journey with
the agency has been challenging, but exciting none the
less. Ashlyn loves spending her time in Downtown Mobile
or on one of the Gulf Coasts many amazing beaches.
Since the creation of SAD, Ashlyn has
been very successful in the public
relations field. She has been nominated
for the Gold Anvil Award and has won the Paul M. Lund
Public Service award from PRSA. She also helped SAD win
the 2017 Best Media Agency Nappie Award.
Spencer Schuneman: Brand Strategy Director, Account Manager
Having lived in the State of Alabama for 7 years now, Spencer
Schuneman knows what it means to be an Alabamian. Spencer
attended the University of South Alabama where he
was involved in the American Advertising Federation
as their special event coordinator. He was also the
Advertising Manager for The Vanguard, South
Alabamas student run newspaper.
Since the launch of SAD, Spencer has been nominated for
Forbes Top Brand Directors and won the CLIO Lifetime
Achievement Award. He has helped SAD gain an

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outstanding track record among its local and national

clients.

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Agency Activities:
We produce lasting brand campaigns for our clients through the use of
advertising tactics, public relation tools, research strategies and the
creative process.
Previous Clients:
City of Mobile
AAF, USA Chapter
Mellow Mushroom
The Olympics