OKANAGAN CRUSH PAD

Improved Thank-You Cards - The calling cards will use the full colour Okanagraffiti image, and OCP logo with text. The
inside will remain blank to keep the card versatile and personalised, while the back will once again feature the OCP logo. The
attractiveness of the card will make recipients hesitant to simply throw it away - it is beautiful enough to be kept and shown off,
rather than just showing people and images specific to OCP; it looks like a small piece of art.
Brochure: Consumer Focus - The cover of this brochure uses the familiar concrete theme and “Raised in Concrete”
trademark, and the Okanagraffiti image. The copy speaks more of OCP’s features rather than simple facts. Inside the brochure,
rich, colourful background images along the Okanagraffiti theme persists, with an introduction to OCP as well as the Haywire
and BS stories. The campaign tagline “Wine Done Different” is also clearly shown. Pictures of the unique concrete eggs and
the large “O” sign representing OCP are superimposed. The back has inspirational text and an introduction to the team, showing
them in fun, inspiring situations to emphasize their friendly nature.
Brochure:- Retail/Restaurateur Focus - This brochure follows a similar layout and style as above. The cover will clearly state
it as a sell sheet, since inside it has specific information regarding the wines, their pairings, RRSPs and composition data. This
alludes to the fact that it is aimed at trade buyers. The rear sections of the brochure show images of the various wines and
interesting quotes from positive reviews. Mention of their on-tap/kegging and boxing abilities is also provided, for the benefit
of retailers and restaurateurs. Information is provided regarding who to contact to order, and also mentions their shipping and
discount options, and the campaign tagline also shown; “Wine Done Different”. The overall intent of the brochure is to make it
easy for commercial buyers to make the purchasing decision by balancing the right amount of information and inspiration they
may need.
Social Media Recommendations
Social media has been analysed in its entirety below as part of OCP’s direct marketing tactics
Brand Character and Personality
OCP uses social media to directly communicate and inform end consumers and retailers. They keep their content intriguing,
informative and witty; requiring only minimal adjustments in order to be more effective in reaching objectives.
Their tone is conversational, which successfully engages their audience. However, the tone is very “us-focused” and would
have been more successful in building a loyal audience if they posted content that was consumer-benefit oriented. This
engagement is important because it allows potential consumers to understand the OCP brand character, and drives traffic to
their website to learn, buy, or engage with OCP.
Although there are no tangible results from receiving followers and likes, it does signify that the awareness of the OCP brand is
growing and end consumers are acting on OCP. Also, as businesses such as retailers and restaurants engage in one-to-one
communication with their target audience, awareness is brought to the brands or products they sell. Therefore, businesses that
sell OCP products could reply, “hashtag” or share something related to OCP through social media; further increasing OCP’s
awareness and driving consumer demand.
The blog featured on OCP’s website is active and their activity should be maintained. It allows OCP’s audience to source
information that may be relevant to them. Also their YouTube channel has great branding videos that the primary market.
Association with Okanagan Terroir
OCP is a believer in community involvement and lending a helping hand, but they don’t do much to portray that within social
media. They could improve on involving the locals more through incorporating different posts directed towards the Okanagan
community and local businesses. For example, having local businesses post pictures of people attending their restaurants and
drinking OCP wine.
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