COLD GARDEN MARKATHON
[2019]
As a final deliverable for my digital marketing class, a case pitch was presented to the Cold Garden Beverage Company at the Calgary Critical Mass office.
the challenge
Cold Garden Beverage Company wants to grow brand awareness and increase its perceived product quality.
The client feared of being perceived solely as a "party" brand. The client wanted to focus on the high-quality local ingredients that are mixed into every brew.
the solution
Our team collaborated together to present ideas that will boost Cold Garden's brand awareness and quality perception. The case pitch included marketing insights. marketing strategies, digital mock-ups, and KPI's.
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The top main strategies to solve the challenge:
1. Educate about the brewing process and offer more insight into the local ingredients
2. Offer a distinct "festival" feel through local sponsored events
3. In turn, foster the Cold Garden community through multiple online channels
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Mock-up designs for future Instagram stories. Stories will be used to highlight feature brews and the real, local ingredients used in them. "Insider" brewery tours would be offered to dedicated followers of the Cold Garden Instagram.
Graphics by: Emily Aranas
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The potential partnership with block parties and the creation of a "Cold Garden Festival" was suggested. The "Cold Garden Festival" would embody the Cold Garden spirit: a place for everyone to celebrate with new and old friends. Local Calgarian artists would be featured at the summer festival. Posts revolved around the hashtag #ThisMustBeThePlace
Graphics by: Emily Aranas
Online sponsored posts would aim to foster the Cold Garden community. An opportunity for online engagement growth would be through online discussion from customers who would suggest new seasonal brew flavours. A reinforcement of the tagline "This must be the place" would be consistent throughout all digital media. "This must be the place" would encompass 3 characteristics: a place for inclusion. a place for award-winning brews, and a place for the unconventional.
Graphics by: Emily Aranas