Market: People with disposable income in their 20s and 30s, families

Time: Most visits are anticipated to be Fridays, Saturdays, and Sundays. 

Vibe: Texan, techie, sustainable, B-corporation, friendly

Location: Near Austin, Texas, includes strong nature elements, playground and intimate live music space

Design: Neutral yellows, creams, mustard, beige, butter, pops of teal, honeycomb patterns.

 

Year 1

Take photos of the process for future marketing. Begin marketing brainstorming with founders. 

 

Year 2 

Develop a logo, domain name, color scheme and label. Secure the domain and business name. Secure corresponding social media handles. Take photos of completed brews, advancement of sales into farmers’ markets. Claim and verify business on Google, highlight basic information. Start marketing materials with a label and simple business card.

 

Year 3

Start the website. Include the link on labels. The website will reflect the brand, include testimonials, social media plugins, bios of the founders, and an about section that captures their why through storytelling, while featuring large, high quality photos. Start a blog and work on SEO. Review competitors and focus on what makes this brewery different; refine the unique selling proposition.

 

Year 4

As the official location is being built, start a marketing campaign that increases hype for the opening across digital and print platforms. Reach out to local news operations and then feature all news media in one section of the website. Design the merchandising that connects to the brand, story, and logo. Ensure the mobile site clearly shows the location, hours and contact information.

 

Year 5

Launch - Start a local influencer campaign. Purchase Google and social media ads. A/B test messages and refine concepts. Ask for reviews and respond to reviews on Yelp and Google. Feature in Austin, Texas tourist publications. Include Instagrammable photo spots with a hashtag sign nearby. 

 

Years 6+

Grow and maintain: Focus on keeping existing customers happy, coming back and recommending the brewery to others. Start event hype to bring in new and old customers and build community. Create a loyalty program, maintain the main hashtag and create new ones for certain seasons, etc. Engage with customers through social media, such as through polls for new flavors, quizzes, responding to questions, etc. Start social media giveaways. Highlight customer engagement/happiness. Create lead generators in exchange for emails on the website. Create two email tracks for new and existing customers. Connect with others in the industry. Investigate new marketing technology and platforms. Evaluate current metrics and create goals. Venture into new partnerships and mutually beneficial promotions.