Transcript Rogue Final Presentation

Company Background
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Rogue Ales was founded in 1988 in Ashland,
Oregon
Founders: Jack Joyce, Rob Strasser and Bob
Woodell
Now located in Oregon, Washington and San
Francisco
Distributes nationwide
“We try to do four things—keep making great
products, keep trying to make our packaging
great, keep trying to integrate ourselves in our
communities, and keep creating unique thunder
(in promotions)…” –Jack Joyce
Company Strategy
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“Rogue's marketing strategy is pretty
simple. Make a world class product, package it
in a world class fashion, charge a price
appropriate for products that are considered by
the market to be at the highest end of the
quality scale and integrate our company/brand
with the community in markets where we
manufacture and/or sell our products.”
– Bob Woodell
Newport Brewpub
Opened in 1989
 Attractions
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 Daily tours of brewery and distillery
 Brewers on the Bay restaurant
 Bar and family dining
 Gift shop
 Beer tasting
 Bed and Beer
 View of marina
Current Marketing Efforts
Very little print advertising
 No radio or television advertising
 Sponsor community non-profit causes
 Annual long board event - “The Gathering”
 Website
 Rogue Nation
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Recommendations
Update Rogue website
 Segment target markets
 Promote brewpub as a tourist attraction
 Increase local advertising
 Implement weekly specials schedule
 Continue sponsorship and promotion of
events
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Update Website
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Current website
 Offers a lot of information
 Cluttered
 Unorganized
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Model after competitors’ websites
 Better organization
 Use of colors and theme
 Examples: Deschutes Brewery
Widmer Brothers Brewery
Update Website
Cost:
 Starting at $199 to outsource
 $10-$17/year for domain name (rogue.com)
 Maintained in-house
 Implement immediately
 Approximately one week to redo
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Segment Target Markets
Currently no clearly defined target market
segments
 More focused marketing efforts by
segmenting
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Target Market Segments
The Norms
Tacky Tourists
Vacation Home Owners
The Diners
Promote Brewpub as a Tourist Attraction
2.5–3.5 million visitors per year to
Newport
 Other Newport attractions:
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 Oregon Coast Aquarium
 Wax Works
 Ripley’s Believe It or Not
 Marina
 Surfing
City of Newport Chamber of
Commerce
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DiscoverNewport.com
 1st Google search
 Free online advertising
 Reaches a large audience
 Listed under dining and lodging
 Expand into events and attractions
 Plan your weekends
Newport Visitor’s Center
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Visitor’s brochure
 $900/year
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Sponsor map of Newport
 Distributed at visitor center
 Cost: printing costs
 Advertise Rogue on map
Billboard
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Located on Highway 101
 2 miles north of Newport
Costs: $1,200/month (10 x 20 ft)
 Good way to get tourists attention
 Other attraction also use billboard along
Highway 101
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 Ripley’s
 Aquarium
 Mo’s
Increase Local Advertising
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Local Radio Stations
 Complete coveragae of Lincoln County and southern
Tilamook county with Yaquina Bay Communications’ radio
stations:
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KCRF 96.7 FM
KBCH 1400 AM
KYTE 102.7 FM
KNPT 1310 AM
U92 92.7 FM
 $14/30-second ad on one station or $26/30-second ad on all
five stations
 Select local reach
 Promote weekly specials to locals
 Reminder to locals
 Keeps Rogue at top of mind
Local Newspaper
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Newport News Times
 $1,548/year for weekly 4’’ ad
 Approx. $30/weekly ad
 Promote weekly specials and events
 Reminder to local residents
 Keeps Rogue at top of mind
 Short lead times
 Flexibility in changing ad
 High reach at a low cost
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No television ads
 Too expensive
 Broad audience – not effective in reaching target segments
Implement Weekly Specials Schedule
Targeted at locals
 Different specials each night of
the week
 Advertise in local newspapers &
radio
 Differentiate from competition
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 Not many local happy hours
 Gives locals something fun to look
forward to each night of week
“The Happiest Happy Hour”
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Monday:
– “Dead Day” - $3.00 pints of Dead Guy Ale
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Tuesday:
– “Two for Tuesdays” - Two Pints for the Price of One
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Wednesday:
– “Pint Night” - Take Your Glass Home (10pm - Close)
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Thursday:
– “Half Off Appetizers”
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Friday:
– “Feel Good Friday” - Well Drinks 1/2 Off
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Saturday:
– “Sloppy Seconds Saturday” - Free Sloppy Joe with Every Pint
Purchase
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Sunday:
– “Sampler Sundays” - Half Off One Sampler Platter of Rogue Ales
Newspaper Ad
Continue Sponsorship & Promotion of Events
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Increase promotional activities for Rogue
Longboard Classic
– Distributing Promotional Flyers to the other Oregon
Rogue locations
– 2500 for approx $150
– Radio spots as the activity nears
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Sponsorship helps to publicly display the
Rogue brand
– Increases tourist traffic to Newport
– Ossie’s Surf Shop
Seafood and Wine Festival
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Cost to sponsor food table:
• One table: $525
• Two tables: $625
• Cost of Food served and service required
Attendants must have coastal ties
 $30 OLCC Special Events permit
 15,000 people attend yearly
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Projected Annual Costs
Newspaper
$1,584
Billboard (5 months)
6,000
Radio
2 months
1,284
10 months
3,120
4,404
Visitor Brochure
900
Map
250
Misc. Printing
500
$18,042/year
Timeline
Update Website - immediately
 Newspaper Ads - immediately
 Weekly Specials - immediately
 Billboard - May to September
 Visitor Brochure - immediately
 Visitor Map - immediately
 Discover Newport Website - immediately
 Radio Ads - immediately
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– First two months: 2 days a week/2 a day
– After two months: 1/day 3 days a week
Final Thoughts
Marketing plan is consistent with current
strategy by promoting on a local scale
 “Our plans for the future on marketing are to
keep being what we are, rogues, and keep doing
what we do. If you're small and want to beat
the world you don't do it by playing by the 'big
guy's' rules. You change the rules and make the
big guys play by yours ... or as Ted Turner once
said, "Lead, follow or get the _ _ _ _ out of the
way!’” – Bob Woodell
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Sources
www.rogue.com
 www.google.com/images
 www.discovernewport.com
 Newport Chamber of Commerce
 Yaquina Bay Communications’
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