1. +
A Digital Marketing
Strategy
By: Leah Cranston

2. +
THE TARGET
AUDIENCE
 Beer Enthusiasts
 Mostly men between
the ages of 25-50
 Geographically
would aim towards
Michigan residents
 Beer drinkers loyal
to Michigan and
want to support local
economy

3. +
HITTING THE TARGET
 Creating buzz about Short’s by
social media markets and ad
campaigns
 Using Google Adwords
 Measuring followers through
participants in Facebook groups and
contests
 This creates stronger, more exposed
brand identity within communities

4. +
THE BIG IDEA
 Celebrate the natural wonders
of the Midwestern region and
local inhabitants
 Celebrate passions of the
people
 Short’s is a company with real
passion and real people.
 Beer is reflected in the people
of the Midwest, and their ability
to grow in innovative ways

5. +
THE DIGITAL
STRATEGY
 Set yourself a part from presence in
social media
 Utilize Instagram and Facebook to
reach potential younger audience,
specifically college age
 Web advertising will be placed on
following websites:
 Michigan.org
 Mi-bars.com
 Other Midwestern based websites and
on Facebook

6. +
FACEBOOK
 Opens up options for
more interaction
between the company
and their audience
 Features a contest that
offers people
opportunity to “Like”
their Facebook page
and then upload a
photo of place to enjoy
Short’s Bottled Beer.
 Company would choose
best photos and send
and send out six pack
to winners.

7. +
INSTAGRAM
 Users can get a more visual and
emotional feel for company
 Photos of brewery, new
products, or photos of local
scenery of Michigan
 Would establish hashtag
“#lifeisshorts” and have a similar
contest to the Facebook contest
 Would allow users to share
experiences with brand so
Short’s can gain a better
understanding

8. +
WEB ADVERTISING
 Will be placed on local
Midwestern based websites
 Build 8 web advertisements
that would be able to capture
the essence of every aspect of
company’s products through
showing the array of
illustrations from bottles
 Would advertise for one of
Short’s many local events they
sponsor
 Would lead consumers to
company’s Facebook page
and website.

9. +
BUDGET
 Planning and completing this strategy on all media
outlets with be completed by next month.
 Planon building 8 web ads along with perfecting
social media experience.
 Eightweb ads will take approx. 60 hours to build,
approve, and execute online
 Working with paid media will take an additional 20
hours
 At $250 an hour would make the total $20,000

10. +
SUMMARY
 Investing in social media is
best way to jump start a
company
 Not only will it set Short’s
apart from competition, but
will reach customers on a
more personal, emotional
level.
 WILL BRING LOYAL
CUSTOMERS