BALD TOP BREWING COMPANY IS A historical, FAMILY-OWNED craft BREWERY IN MADISON, VA.
The owners approached Brandcenter students to create a campaign that would increase beer sales and spread awareness to people in Madison County and beyond.
This campaign won the pitch.
Bald Top Brewing Company has many loyal customers in Madison County, but there were still people two miles down the road that had never heard of it.
Initially, the owners were interested in attracting urban millennials.
So we did the math.
Urban Visitor: 3 Visits a Year x 4 Beers a Visit = 12 Beers a Year
Local Drinker: 12 Months a Year x 4 Beers a Month = 48 Beers a Year
Because of this, our campaign targets the local drinker in Madison County and later on expands our audience to surrounding counties in Central Virginia.
Loyal customers love Bald Top because they always run into someone they know.
Position Bald Top Brewing Company as the "Cheers" of Central Virginia.
Where everyone knows your name.
BRAND AWARENESS CAMPAIGN
We focused on four forms of media to spread awareness in two phases, beginning in Madison County and expanding to the surrounding Greene, Orange, and Culpeper counties.
Each approach is meant to follow the local consumer through their typical day.
THE LOCAL CONSUMER BEGINS HIS DAY BY OPENING THE PAPER. SOMETHING CATCHES HIS EYE IN THE CLASSIFIED SECTION...
HE GETS IN HIS CAR TO DRIVE TO WORK. HE TURNS ON THE RADIO...
AS THE CONSUMER DRIVES THROUGH TOWN, HE NOTICES SEVERAL POSTERS ON LOCAL BUILDINGS AND BUMPER STICKERS ON CARS, FEATURING THE QUIRKY, HISTORICAL NAMES OF BALD TOP'S CRAFT BEER.
THE CONSUMER STOPS AT A LOCAL COFFEE SHOP BEFORE WORK. HE NOTICES A NEW CALENDAR OF EVENTS POSTED INSIDE, PROMOTING A DRIVE-IN EVENT ON BALD TOP'S PROPERTY.
THE CONSUMER CHECKS HIS PHONE AND SEES THAT HIS FRIEND IS GOING TO THE DRIVE-IN EVENT.
The owners of Baldtop Brewing Company called this campaign
"the most professional presentation of the day."
Some work is not shown due to the confidentiality agreement.