This was a presentation orginally done for the Guerilla Marketing class for the USF MBA program. I did it in conjunction with Ben Shan, MBA 2010.

1. Speakeasy Ales & LagersBen Shan and Darcy Villere Guerilla Marketing Plan

2. Agenda Business and Brand Overview Guerilla Marketing Goals & Strategy Guerilla Marketing Tactics Budget Analytics & Metrics

3. Speakeasy Ales & Lagers Founded in San Francisco in1997 Website: www.goodbeer.com Brewery in the Bayview District of San Francisco Distribution Strategy Kegs and bottles are sold direct to bars and restaurants and bottles sold to retail partners such as Safeway Speakeasy owns trucks and also uses channel partners for distribution and remote sales Current coverage: 15 states, Japan, UK, Ireland Competitors Local microbreweries e.g. Gordon Beirsch National, international beers All other forms of alcohol e.g. wine, whiskey, etc.

4. Competency & Uniqueness Commitment to High Quality Beer “A steam-fired brewhouse, designed for hands-on operation to maximize consistency and shelf-life.” Company Web URL = goodbeer.com Flavorful, distinctive, hoppy tasting beer Critical Acclaim SF Weekly: ‘Best San Francisco Beer’ 2002 Higher than normal alcohol content Distinctive Branding Over 13 years invested Iconic “eyeballs” logo Consistent 1920’s Prohibition-era imagery

5. Positioning - In Their Own Words “beers built for a more discerning palate” From: www.goodbeer.com

6. Brand Image Strong and consistent iconography and theme

7. Target Segmentation

8. Guerilla Marketing Goals To solve the following problems: The lack of awareness in un-served geographies Lack of loyalty in served geographies Slow growth of sales On a budget of $50,000, execute guerilla marketing tactics to: Increase gross revenue by 10% Boost brand awareness by 50% Build brand loyalty Drive beer sales As a result of this campaign, we want potential and current customers to: Try the beer Recommend the beer Go to a bar or restaurant that serves Speakeasy beers Buy Speakeasy beer from a store such as Safeway Ask for Speakeasy at bars and stores

9. Brand Alignment Speakeasy Brand Personality Traits: Secret, Esoteric, Serious, Elite Sophisticated, Discerning, High Quality, Old-Fashioned Basic, Low-tech, hand-made Traits That Wouldn’t Work Cute, Friendly, Open, Welcoming – All-inclusive messaging Cheap, Easy – Any discounting or freebies High tech, Modern – Online, Facebook or email messaging

10. Guerilla Marketing Strategy Throw a Free Speakeasy Party Speakeasy parties in the 1920’s style Themed dress up 5 parties in Bay Area 2 parties in San Francisco 3 in Outlying cities Oakland Palo Alto Marin Invitations for Contest Winners Bottle Cap Contest Bar Treasure Hunt

11. Bottle Cap Contest Bottle Caps with a special code Enter code for validation – each code can only be used once Collect email with each redemption Code leads to a “Speakeasy Party” 1 Big Party Party sizes are smaller for these 4 Oakland Palo Alto Marin San Francisco #2

12. Video Contest ‘Guess the Bar’ Scavenger Hunt Video contains hints to bars 5 pictures at 5 bars (their own private party) Take a picture of yourself in front of the bars hinted at in the video to get invited to a special party Emailed to us Affiliate Marketing Opportunity Collaboration with key channel partners: bars and restaurants

13. Online Tactics [Embedded Video Slide] Check out this video and my others at youtube.com/darcyvillere

14. Channel Specific Tactics Facebook Advertise bottle campaign on Facebook Provide hints to participants for video contest Twitter Create a hash tag for the party Provide hints to the bars for video campaign Photo updates as party goes is happening Blog Write a blog to stir up interest in the contest Hints to help people to find the bars

15. Online Tactics Other Supportive Tactics Submit contest to Digg, Stumble Upon, Reddit Online advertising through local websites Sffuncheap.com Sfstation.com Sfgate.com Laughingsquid.com ????

16. Budget Total $50,000 Bottle cap stickers, operational incidentals - $5,000 1 Big Party - $15,000 4 Little Parties - $7,000 each Online Promotional Ads - $2,000

17. Analytics & Metrics Contest Based Metrics Count bottle caps redeemed Count new email addresses collected from contestants Count photos submitted for Scavenger Hunt contest Social Media Based Metrics Track the lift in number of fans on the Speakeasy Fanpage Track the lift to traffic to the Speakeasy site Track tweets related to Speakeasy and the contest Sales Based Metrics Count new bar, restaurant and retailer customers Track lift in sales to existing customers Brand Awareness, Recognition, Recall Based Metrics Online buzz metrics Survey bar customers for awareness, recognition, loyalty

18. Appendix: Speakeasy Definition From: www.goodbeer.com

19. Appendix: Contact Info Ben Shan benjaminshan@yahoo.com Business Development Manager, Sony PlayStation® Darcy Villere www.DarcyVillere.com Social Media Marketing Consultant