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Project Assignment

During my Advertising and Marketing Communication course I completed a group project where we were tasked with creating a marketing communications plan for a local business which will include communication objectives, target market analysis and selection, creative brief, storyboarded creative tactics with concept testing, media plan, and metrics. For this assignment I was responsible for most of the creative deliverables. 

The local business we chose was Ursa Minor Brewing and after a meeting with the owner we learned that they wanted to grow their brand awareness in the twin cities area. The owner and our team decided the best way to do this is to start a product campaign for their hazy IPA Cadillac Ranch Hand. 
 
Goals / Objectives 
  •     Increase brand awareness in the Duluth and Twin Cities area
  •     Increase social media engagement
  •     Expand the distribution of marketing efforts beyond the Duluth area: 
 
Target Market
Ursa Minor Brewing tokens themselves as targeting everyone and anyone. But, each of their beers naturally have a target market without much effort based on packaging, flavors, and seasonality. As for Cadillac Ranch Hand, one of their Hazy IPA’s, the target market matches those who are fun, vibrant, and youthful. The target age group for our marketing plan is those 21 – 35 years of age who are local to the Duluth and Twin Cities area. 
 
Product Campaign Creative Details
Since this product already had a design created for it, we wanted all the campaign deliverables to have the same elements as the original design. 

Original Design

Mood board for The Product Campaign

Product Campaign: Deliverables