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Primary & Secondary Messages

Central Washington University Students

Strategy - Cultivate a stronger relationship with CWU students though brand appeal and marketing.

Tactic #1 - Hold a special CWU trivia night at the Ellensburg pub. The trivia will relate specifically to CWU history and fun facts. Gift cards, CWU merchandise, and Iron Horse merchandise will be offered as prizes.

Tactic #2 – Increase Iron Horse’s Instagram presence. Iron Horse is already great at Facebook and Twitter. By improving their Instagram presence, they can remain relevant and interesting to CWU students.

Tactic #3 - Offer student discounts during weekdays. This encourages more attendance during less busy weekdays at a more affordable price for students.

Distributors Outside of Central Washington

Strategy - Expand the Iron Horse Brewery brand and product availability throughout the Pacific Northwest.

Tactic #1 - Increase usage of owned and earned media. By increasing the usage of all media platforms, Iron Horse has the opportunity to increase brand recognition. By Iron Horse having a strong brand recognition that will give distributors outside of Central Washington an incentive to sell Iron Horse products.

Tactic #2 - Iron Horse would benefit from reaching out to potential distributors. Since Iron Horse is Ellensburg-based, there are fewer restaurants/retailers that are familiar with the brand. This means that Iron Horse has to push their brand and to reach out to potential retailers, either through emails or by pitching their products in person.

Tactic #3 - Sponsor events at locations outside of Central Washington that sell Iron Horse products. Iron Horse should sponsor events that are put together by loyal distributors who are successfully selling Iron Horse beer. This will also strengthen the relationship between Iron Horse and their distributors.

Ellensburg Residents

Local Distributors

Strategy - Increase brand recognition through community involvement in Ellensburg.

Tactic #1 - Sponsor a local concert series throughout the winter (November - December) to promote the “Cozy Sweater” seasonal brew. These concerts can take place weekly at local venues such as The Emira. This enriches the culture of Ellensburg and supports the local music scene through the Iron Horse brand.

Tactic #2 - Introduce pub gift cards for the holiday season. During the holiday season, we will add an incentive of a free pint of “Cozy Sweater” when purchasing a $25+ gift card.

Tactic #3 - Introduce a special brew dubbed, “Locals Only.” In the spirit of Iron Horse Brewery’s unique approach to marketing, this brew will be offered randomly throughout the year exclusively at the Ellensburg pub. Locals can follow clues through social media to determine when the brew will become available.

Tactic #3 - Sponsor events at locations outside of Central Washington that sell Iron Horse products. Iron Horse should sponsor events that are put together by loyal distributors who are successfully selling Iron Horse beer. This will also strengthen the relationship between Iron Horse and their distributors.

Primary Message – By partnering up with IHB, local distributors help promote local business & themselves.

Secondary Message – By selling their products through other local businesses they increase their brand awareness. IHB strengthens their relationship with local distributors though events, promotions, and partnerships.

Iron Horse Brewery Team

Autumn Fox

Anne Gamab

Jacey Menter

Carolyn Nease

Otilia Peralta

CWU Students

Primary Message – IHB's unique marketing strategies, location, and brand is relatable and appeals to the CWU students.

Secondary Message – Few microbrewery competitors for IHB in Ellensburg, making brew pub the “go to” destination. IHB has a created a relationship with CWU students. They are promoting their new craft beer, AlumnIPA, featured at alumni, donor, and athletic events to be sold locally to benefit scholarships for CWU students.

Distributors Outside of Central Washington

Beer Drinkers

Primary Message - Another way for distributors to offer a wide variety of brands.

Secondary Message – IHB has over 3,100 retailers & restaurants selling products in five states: Alaska, Oregon, Washington, Idaho, and Montana. By other distributors offering variety of beer brands, such as IHB, it allows opportunity for distributors outside of Central Washington to increase their customer base.

Beer Drinkers

Primary Message – The unique brews and flavors make Iron Horse Brewery appealing to beer drinkers.

Secondary Message – Devoted beer drinkers purchase the unique types of brew that IHB creates, because many local retailers & restaurants offer it. The style, aroma, & flavors of IHB beer appeals to a wide variety of beer drinkers. “Irish Death” is the most popular selling product.

LOCAL DISTRIBUTORS

Strategy - Market the variety of beers available and how they are different. Show how Iron Horse differentiates itself from its competitors.

Tactic #1 - Promote a “beer of the week” on the social networks with a small description of the beer. The beer being promoted can be on sale ($1 off) or include a special offer if purchased in large quantities (3 or more). This will have people drinking the promoted beer.

Tactic #2 - Guess the beer event. With the purchase of a ticket event goes can get a sample size of every beer flavor. Prizes will be available for those who guess correctly.

Strategy - Increase awareness of restaurants that serve IHB beers.

Tactic #1 - Market the restaurants that sell IHB beer. Supply a pairing menu that suggests what flavor beer would go best with certain food items of meals.

Tactic #2 - Market the availability of the beers in the happy hour menu.

Strategy - Increase the number of Iron Horse Brewery beer options in all local distributors.

Tactic #1 - Conduct a beer tasting night for the owners of the local distributors. Create a more relaxed relationship between IHB and the other businesses in town. Cornerstone Pie carries 7 IHB flavors, which is the most out of any distributors in Ellensburg.

Tactic #2 - Share some information with local distributors about what is going on with IHB. Build relationships & give IHB outlet to get ideas and strategies from. This also increases the chances of partnerships and collaborations.

Tactic #3 - Promote the local distributors on the IHB website and the pub. This increases the brand awareness on both IHB products and local distributors.

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