Brood Marketing Strategy

KELLYCARSON SAMANTHATAYLOR
JAMESSTRAMM PAIGEPATTERSON
AMBERPRITCHARD BENNETTSPRINKLE

TABLE
OF
CONTENTS
Marketing Problem................................................................................................................................3
Target Audience.....................................................................................................................................4
Creative Strategy...................................................................................................................................5
Campaign Tagline..................................................................................................................................6
Creative Executions...........................................................................................................................7-8
Alternative Marketing Campaign.......................................................................................................9
Sales Promotional Effort....................................................................................................................10
Media Plan.............................................................................................................................................11
Budget....................................................................................................................................................12
Objective...............................................................................................................................................13
Appendix A: Flyer and Stickers.........................................................................................................14
Appendix B: Pre-Roll Video Ad Storyboard...................................................................................15
Appendix C: Print Ad...........................................................................................................................16

TARGETAUDIENCE
Our target audience is considered the ?Bohemian
Mix? and can be described in this way: ?a
collection of young, mobile urbanites, Bohemian
Mix represents the nation's most liberal lifestyles.
Its residents are a progressive mix of young
singles and couples, students and professionals,
Hispanics, Asians, African-Americans and whites.
In their funky rowhouses and apartments,
Bohemian Mixers are the early adopters who are
quick to check out the latest movie, nightclub,
laptop and microbrew.?
In the NC Triangle, this group is located primarily
in the up-and-coming arts and tech scenes of
Durham, Raleigh, and Carrboro. As the marketing
for BROOD branches out throughout the state,
places like Asheville and Saxapahaw (boasting
farm-to-table restaurants and hip concert venues)
will be key. Although Claritas Prizm defines
members of the Bohemian Mix as ?urbanites,?
residents of small cities (Durham and Raleigh)
and towns (Carrboro with significant populations
of liberal, fairly affluent young people qualify as
part of this lifestyle.
Age: 21-35
The reason for cutting off the age at 21 (and not
going younger) is because this strategy is geared
towards BROOD as a cool artisan mixer for hip
cocktails (both to be enjoyed at home and at local
bars and restaurants). Therefore, we chose 21-35
as the group most likely to enjoy craft cocktails
and take advantage of local nightlife.
Psychographics:
- Read local publications, like the Indy Week
- Live in Carrboro, Durham, and Raleigh
- These are the ?creative class? identified by
social scientist Richard Florida
- Interested in craft, artisan, and local
offering. This represents a fairly large
group, considering the growing
gentrification in the Triangle (especially in
Durham), and the growing popularity of
farmers?markets and craft breweries
- Spend time at local bars, restaurants, and
concert venues (hipster bars like Bowbarr
and OCSC in Chapel Hill and Carrboro
could feature BROOD soda cocktails as part
of their nightly drink special list,
highlighting the local aspect of the product
and the exciting flavor combinations)
- Artists, musicians, freelancers, designers,
tech industry people, bartenders,
waitresses, as well as those with office
jobs who care about underground culture
and spend their evenings and weekends
participating in cultural activities.
4

"BROOD.
MIXITUP."
6

BROOD will purchase promoted content
around major holidays on Facebook and
Twitter, and post regularly on Facebook,
Twitter, and Instagram throughout the year.
The seasonal ?cocktail contests,? and release
of new videos, will evoke a sense of
community and participation that will build
excitement and buzz around the BROOD
brand. With careful planning, ?promoted?
Tweets and Facebook posts can be used to
create brand familiarity for BROOD in the
target demographic (promoted Tweets and
Facebooks posts can easily target certain
geographical areas and age groups). These
must be handled carefully, and deployed in
the correct way and at the correct time so
that they do not damage the authenticity and
spontaneity of the campaign, as consumers
can tell when tweets are ?paid? advertising.
Used sparingly, however, these will be a
useful tool in the BROOD marketing toolbox.
Pre-roll ads before YouTube videos are
another great media execution for BROOD
(See Appendix B). The short, animated video
captures the three layered consumer
benefits of pleasure, fun, and community.
The ad is meant to contribute to the
mystique of BROOD and make consumers
curious about what exactly BROOD is.
Animation was chosen because it is a little
more ?fun? than a normal video, and fits the
brand personality. A person who has not
tried BROOD is at social gathering (not quite
a party), tries BROOD and becomes a ?BROOD
person.? Each member of the small
community is drinking a different type of
BROOD, represented by different colors. The
group then breaks out into dance and colors
spill across the screen. The tagline ?BROOD.
Mix it up.? appears on the screen before the
8 second skip ad message appears. This
captures pleasure, fun, and community in a
brief video. Once the skip ad appears the
video will show the BROOD people having a
good time doing a variety of activities.
We believe that local events like Durham
Bulls games and farmers markets will be a
great opportunity for BROOD to introduce
itself to the community. BROOD soda will set
up demonstration and purchase booths at
local farmers?markets throughout the spring
and summer months to create
all-ages-friendly ?mocktails? using
ingredients available that day at the market.
This will be a co-marketing strategy that will
support other farmers? market vendors by
featuring their products in the delicious
mocktail. Samples will be free, and full
bottles and packs of BROOD Soda will be
available for purchase. These farmers' market
booths will drive trial and gain exposure with
our target audience who already shops at
local markets. BROOD will sponsor tents
inside the Durham Bulls stadium throughout
baseball season with free samples, again to
drive trial and brand recognition.
Lastly, BROOD will develop print ads (see
Appendix C) in local publications to gain
exposure where our prime target audience
already reads. We know they look at trade
publications to find out about local events
and businesses in the area, so why not put in
a few ads so they can learn about the newest
local beverage and where they can enjoy it
next time they decide to go to a local
hang-out. Print ads will also build curiosity
about BROOD and embody the three
consumer benefits of pleasure, fun and
community. These ads will also be placed
around major holidays when we know
BROOD consumers will be purchasing
beverages to enjoy with friends at their
favorite local spots.
CREATIVE
EXECUTIONS CONT
8

BROOD will host the # HomeBROOD Cocktail Contest
where customers and fans can enter their own
recipes to be made by the bartenders in BROOD?s
video demonstration series. The contestants will be
encouraged to use seasonal, local ingredients, ideally
available at local farmers?markets, to create a new
and exciting BROOD cocktail OR ?mocktail?
(non-alcoholic). The contestants will be encouraged
to create their own signature BROOD cocktails at
home and send in either written, photo, or video
recipes with the hashtag ?# HomeBROOD?. The
contestants that enter into the # HomeBROOD
Cocktail Contest have the potential to win a party
where a local bartender curates BROOD mixed
drinks. The winning cocktail will also be featured at
selected local bars with whom BROOD has developed
a partnership.
SALES PROMOTIONAL EFFORT
10

12
BUDGET

APPENDIX A: FLYER
& STICKERS
14

APPENDIX C:PRINT AD
16