Through our Social Media Campaign Proposal, the primary goal is to increase the bond between Brothers Drake Meadery and the community, as well as the consumers around them. Brothers Drake Meadery cares about the community in Columbus, and wants to give back to them the freshest mead made from locally grown ingredients.
Team Brothers Drake from left — Riley Carlton, Jillian Barcia, Tiffany Bey, Erica Stonehill
With hopes of increasing social media engagement across three platforms (Twitter, Facebook and Pinterest), Brothers Drake can create more buzz marketing and word-of—mouth advertising. We want the consumers to create user generated content that can not only give tips to Brothers Drake, but to other community members as well. Through this, we will use #EntertainWithMEAD and #HelpMEAD hashtags to track the engagement rates and therefore create conversion rates of how well our user content increased from start to finish.
Across the three social media platforms we chose to implement for this campaign proposal, we want to increase the content in which Brothers Drake publishes as well as its consumers. We hope to make Brothers Drake more than just a local hang out with the freshest mead in town. In addition, we hope to have Brothers Drake’s social media accounts be a hot spot for entertaining tips including cooking and drink recipes, partying tips and overall tips for when you’re hosting an event. These tips can be shared and people can then give their impact and feedback. Customer satisfaction is an extremely important objective for us to keep track of, therefore the feedback being conducted throughout the three month period can influence any new flavors or recipes served at Brothers Drake in house facilities.
Brothers Drake Meadery is a unique brand because they have a strong social media presence currently. They keep themselves immersed in the community through their social media platforms of Twitter and Facebook, but there is even more that they can do. We are determined to make Brothers Drake be a one stop shop for both locally made drinks and food as well as a place to find tips and ask any question including mead.
Given the assignment of designing a “Brand Personal Ad,” our group was challenged to think critically in personifying the Brother’s Drake Meadery. Therefore, we approached this assignment by creating a dating advertisement. While creating this ad, we considered our brand’s consumer demographics and psychographics that we gathered from prior research. It was also to important to discuss how our group imagined the appearance of Brother’s Drake Meadery.
Pictured on the right is Kyle, the 27-year-old Graphic Designer
We envisioned Brother’s Drake Meadery as a 27-year-old college graduate named Kyle. Kyle is currently establishing himself in his career as a graphic designer for a major advertising agency. Kyle embraces his creativity through art, reading non fiction, and listening to jazz music. Kyle also has a deep passion for his Columbus community and supporting local businesses whenever possible.
Our target consumer group for this ad specifically was a young classy woman between the ages 25 and 30 years old. This young would currently be working to establish herself as a successfully driven business woman. It is important to our brand that this consumer is mature and driven, while also having a passion for supporting local businesses. This consumer would share similar interests to our brand, such as unique art, jazz music, and reading good books.
Creating the brand personal ad of Brother’s Drake Meadery enlightened our group with further exploring the specific consumer group we feel is attracted to our brand. We chose the route of a dating ad because we felt this was the best way to create an emotional relationship between the consumer and brand. This quickfire challenge helped our group understand the importance of incorporating promotional opportunities with local businesses in order to satisfy the appreciation of the Columbus community. It also helped our group by reminding ourselves it is essential to be interactive with our consumer through social media and listening to what they want rather than what we think they need.
My team and I developed a campaign proposal for our client Brothers Drake Meadery located in Columbus, OH. Brothers Drake Meadery is a meadery that sells mead on tap. Additionally, they have a large live music presence, including their most popular event, Jazz Wednesdays. The campaign proposal is based on St. Patrick’s Day and our idea was to run the campaign from Tuesday through Saturday of St. Patrick’s Day week. Our campaign proposal included a tweet inviting Brothers Drake Meadery customers/followers to wear St. Patrick’s Day clothing, take a picture with their St. Patrick’s Day wear and tweet the picture using the hashtag “#KissMEadImIrish” to win a free limited addition Kiss Mead I’m Irish T-shirt and a gift basket. The gift basket will include a free tasting tour and a free bottle of mead of their choice. We thought this campaign would be very efficient because it is interactive, user generated, and it gives an incentive to the customers, which will make them want to participate even more. It also showcases Irish spirit and we thought that this idea would be perfect for our age demographic (ages 21+). Brothers Drake Meadery already has a strong social media presence, so we felt that this would be awesome engagement between the customers.