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Alaskan Brewing Company “Summer Six Pack”
SITUATION
In an effort to expand sales in new markets and to raise brand awareness among the key 21-30 year-old consumer group, Alaskan Brewing Company (AKB) asked our team to help deliver a compelling program to their target audience. We decided that the company should play to its greatest resource – the State of Alaska – and offer and promote six summer jobs at the brewery. The resulting outreach program, marketed at 18 different major universities in the western US, was called the Alaskan Summer Six Pack.
IMPLEMENTATION
We began by creating promotional materials that were approved for distribution by all targeted universities. We then blitzed each campus by speaking at campus club events, canvassing the surrounding areas with flyers, running ads in school newspapers, sending batches of flyers to student leaders, and using social networking sites to reach targeted participants. Six finalists were selected and spent two weeks in Juneau, followed by two weeks in their home markets working with Alaskan sale and marketing reps. Meanwhile, a national publicity program was implemented that further expanded the program’s reach.
RESULTS
The Alaskan Six Pack program was an overwhelming success. More than 500,000 target consumers were introduced to Alaskan Brewing Company, while the six chosen participants helped shape future marketing programs that have since been marketed to the company’s core consumer group. Most significantly, sales data showed that there was a 28.25% sales increase across all states during the promotion period, and Alaskan Brewing celebrated its best sales year in the company’s history.
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