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II. Digital Media<br />
Paid Search<br />
Selection<br />
• Google keywords: refresh, <strong>RE</strong>: F<strong>RE</strong>SH, summer drink, summer beer, beer 2018, radler,<br />
Wisconsin beer, light beer, craft beer<br />
Rationale<br />
• First and foremost, we want our consumers to be able to find us as easily as<br />
possible. Beyond that, these keywords will help usher <strong>RE</strong>: F<strong>RE</strong>SH into the craft<br />
summer drink market, making it available to people who don’t yet know to search for<br />
it. Finally, through a heavy social media presence and various forms of earned<br />
media, we will raise <strong>RE</strong>: F<strong>RE</strong>SH to the top of the search page for radlers, making it<br />
the touchstone brand for radlers in Wisconsin, and eventually throughout the country.<br />
Social Media<br />
Social Media is an important part of any campaign, especially targeting urban young<br />
adults. It is efficient, affordable, and offers easy analytics which allow the company to<br />
continually improve their posts, followers, and advertisements.<br />
Selection<br />
• Instagram | sponsored ads<br />
Rationale<br />
• Most of our target market uses Instagram. Through sponsored ads, we can target<br />
very specific subsets of peoplebased on what they’ve searched and purchased in the<br />
past. After identifying stores that our target likely frequents online, we will be able to<br />
easily and efficiently target them with our message. Instagram advertisements also<br />
create a direct link between the ad and the product website. By fostering curiosity<br />
about this new product, we can get the primary target to<br />
actively engage with the brand.<br />
Selection<br />
• Facebook | Promotion of Events throughout unified tagline, “Pairs Well With….”<br />
• Brand engagement through the radler Facebook Page<br />
Rationale<br />
• Both of our target markets use Facebook. Though dwindling among our primary<br />
target, this is still the platform they use to discover and share events with friends and<br />
family. Recognizable graphics will integrate the events to create brand<br />
recognition, and tie them to advertisements on other social media platforms. When<br />
consumers actively engage with the product by RSVPing or inviting friends to an<br />
event, it spreads awareness in a much more authentic way than purchased<br />
advertisements.
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