Scom 460 Final Report

Final Campaign Proposal
Brothers Craft Brewing
The Harrison Initiative
Public Relations Management - SCOM 460
Dr. Meganck
February 22, 2018
Brittany Glennon, Pat Frio, Anthony Carino, Leanna Governale, Matt Jones
Running Head: FINAL CAMPAIGN PROPOSAL 1
TABLE OF CONTENTS
Executive Summary......................................................................................................................2-3
Situation Analysis.......................................................................................................................4-10
Problem Statement.........................................................................................................................11
Goal................................................................................................................................................11
Objectives………………………………………………………………………………………..11
Key Publics...............................................................................................................................12-13
Objectives, Strategies & Tactics...............................................................................................14-17
Calendar ...................................................................................................................................18-26
Budget ...........................................................................................................................................27
Evaluation .....................................................................................................................................28
Bibliography………………………………………………………………………………….29-31
Executive Summary:
Brothers Craft Brewing is a local brewery within the Harrisonburg area that aims to “brew
exciting, unique craft brews that emphasize and support their community”. They are known to
have beers that are high-quality and meticulously made. Brothers Craft Brewing is hoping to
increase awareness of their brand within their key publics: JMU seniors, local middle class
professionals, as well as vendor/outside local businesses. This strategic communications
campaign has been developed to help them achieve this goal, through the use of primary and
secondary research.
Key Publics:
● JMU Seniors
● Local Middle Class Professionals
● Vendors/Outside Local Businesses
Goal: To increase awareness of Brothers Craft Brewing amongst key publics.
Objectives, Strategies and Tactics:
Objective #1:
Increase following on social media channels by 300 followers on Instagram, 200 friends on
Facebook, and 400 followers on Twitter over six months.
Strategy A:
- Create engagement opportunities to build interest and promote online following.
Tactic:
- Social media contests
Strategy B:
- Create original content to drive interest in operations at BCB.
Tactics:
- Provide an inside look into the behind-the-scenes at Brothers Craft.
- Post interviews with interesting characters and influencers (while drinking a
featured beer). Interviews will be advertised through social media channels so
only those who follow will be notified. Once a month.
- Promote Brothers Craft Instagram and Facebook posts
Objective #2:
Increase attendance at all brewery events by 40% over one year.
Strategy A:
- Hold summer kick off event that are relevant locals and students. This will promote a
community atmosphere among key publics.
Tactics:
- Annual BBQ in June to kick of the start of summer
Strategy B:
- Partner with other breweries in the area. This will increase interconsumer exchange and
get the Brothers Craft name out to key publics.
Tactic:
- Oktoberfest with Pale Fire Brewing Company
Strategy C:
- Partner with charities that are meaningful to local inhabitants of the area. This will
encourage the key publics to take part in something they believe in.
Tactics:
- Beer run 5k with local charity (starts at brewery, ends at farmers market)
Strategy D:
- Incentivize attendance at all events. This will encourage participation and help promote
high attendance at the brewery.
Tactics:
- Discounted beer for first twenty people at every event
- Free stickers for groups with over six people
Objective #3:
Increase sales growth in outside businesses and stores by 5% over the next year.
Strategy A:
- Build relationships with local merchants and vendors. These relationships will help
motivate business owners to sell Brothers Craft beer.
Tactics:
- Invite potential buyers into the brewery for an exclusive look at the process to
raise their interest in the brewery.
- Hold taste testings every season exclusively to outside vendor owners.
Strategy B:
- Encourage the purchase of Brothers Craft in convenience stores and supermarkets. The
purchase of these products will add to the breweries overall sales.
Tactic:
- Launch a scavenger hunt in Harrisonburg
Timeline: This campaign will start January 1st, 2018 and will be finished by December 31st,
2018.
Overall Cost: $4, 958 ($5,000 budget)

Situation Analysis:
Company Background
Brothers Craft Brewing (BCB) was founded by the three Shifflett brothers, beginning
production in December of 2012. BCB worked to create a singular vision for their company:
“Brew exciting, unique craft beers that emphasize and support our community”
(brotherscraftbrewing, 2018). Through experience and passion for their work, BCB transformed
a vision into their reality; tight-knit relationships with their workers, consumers, and
collaborators and great beer.
Since their start so many years ago, the brothers have successfully taken home numerous
awards and expanded their production facilities and distribution immensely. Though, through it
all, one thing has remained their top priority: “To share our passion for meticulously crafted,
delicious beer with each of our fans” (brotherscraftbrewing, 2018). And that’s just what they’ve
done.
Regarding communication, BCB currently has accounts on Facebook, Twitter, Instagram
and Untapped. They also have a website that provides information about their story, beers,
events, taproom and access to their store for purchases, as well as contact information
(brotherscraftbrewing, 2018). They are active on their instagram page, with frequent, compelling
and diverse posts. They’re always posting about new merchandise, beer they’re working on,
other businesses in the community and various events. Though their posts range between 50-200
likes and get few, if any, comments, they have over 4,500 followers (Brothers Craft Brewing Co,
2018). This pattern seems to be the same on Twitter as well, with few retweets, replies and likes
(Brew, 2018). As for their Facebook, they are consistent with posts and have been tagged in
several posts by others. They get few likes on pictures, have over 10,000 likes and followers and
a rating of 4.7 stars (facebook). On their Untapped profile, they have over 100,000 ratings and
5,000 likes. On their website, events are posted monthly. Previous months have shown that they
have at least one event per month.
BCB has 5 different areas of original beers. The areas include “Flagships,” “Now &
Agains,” “Weekenders,” “Endeavors” and “Echelon Series” (brotherscraftbrewing). Each series
has a variety of different, high-quality beer to satisfy any palette. These flavors range from
crowd pleasers to season-appropriate releases to their most meticulously made and time-
intensive brews. They have drafts for any occasion whether it is recreational, celebrational, or
relaxational. On their website, you can also purchase barrels and beer packages, as well as
schedule pick-ups.
Industry/Market Analysis
BCB belongs in the Craft Beer industry. This industry is defined by IBISWorld as
“microbreweries and brewpubs that produce beer for resale or consumption on premises”
(Guattery, 2017). Nationally, the craft beer industry is on the rise. IBISWorld proposes that the
industry’s growth is a result of rapidly expanding breweries, experiments with different beer
products, and the consumer demand for more craft beer products (Guattery, 2017). Regionally,
Virginia falls in the top-middle of the pack in comparison to the rest of the country. The
Brewer’s Association ranks Virginia 18th in economic impact on the industry and 20th in
breweries per capita (Virginia, 2018). Brothers Craft Brewing opened in 2012 (Our Story), a
couple of years ahead of the craft beer industry boom. Though it still holds only one location
(Harrisonburg, VA), the company continues to grow internally by frequently introducing new
beers and events. With over 48 rotating beers, BCB keeps it fresh by trying innovative flavor
combinations. Compared to their local competitors, the company can be seen as a leader in
experimental beverages. BCB faces direct competition with the two other big breweries in
Harrisonburg. These two competitors are Pale Fire Brewing Company and Three Notch’d
Brewing Company. These breweries are comparable in both size and customer base. Aside from
breweries, BCB faces competition from all of the restaurants in downtown Harrisonburg that
serve alcohol. These restaurants provide other drink options besides beer and food to accompany
the beverages.
Harrisonburg is not the most affluent of regions. 19.2% of the city’s population makes
under $15k per year (bestplaces, n.d.). That being said there is still abundant opportunity in
Harrisonburg thanks to the huge population of out-of-town college students. “James Madison
University is the economic engine of the city… [Harrisonburg]. JMU has more than 21,000
students and employs more than 2,500 people (Harrisonburg Infographic).” It is estimated that
JMU’s presence alone imbues the local economy with $474,397,191 annually not counting what
college students spend on their own (JMU Economic Impact Study). Despite Harrisonburg’s
resident’s relative economic struggle there is still a huge amount of disposable income in the area
thanks to JMU.
BCB is affected by Harrisonburg city code section 12-1-10 which sets licensing and tax
rates for businesses within Harrisonburg City limits (Municode). HB1107 was passed by the
Virginia legislature in 2014; this bill “allows gourmet brewing shop licensees to give samples of
the wine or beer products being sold by the licensees to their customers to whom alcoholic
beverages may be sold for on-premises consumption in areas designated by the ABC Board
(lis.virginia HB1107).” There are currently two bills going through the legislation in Virginia
that impact Brother’s Craft Brewing; HB1602 and HB826. Both were introduced this year and
both affect ABC licensing (lis.virginia HB1602, lis.virginia HB826, 2014).
In 2003, Harrisonburg City launched a downtown renaissance project with the goal of
preserving the historical beauty of downtown, but also with the aim to reinvigorate the local
economy (downtownharrisonburg, 2018). Since this decision, most political momentum in
downtown Harrisonburg has been very welcoming to new business including breweries, of
which downtown now has five (Wood, n.d.). A city council consisting of five, pro-downtown,
business-supporting members, governs Harrisonburg.
There have been many advances in the brewing industry over the years. These advances
range from hyperbaric chambers that alter the atmospheric pressure during the brewing process
to scientifically bred strains of brewing bacteria that are cultured in a lab for the perfect beer
mash fermentation (Iserentant, 2003). However, BCB takes a back to the basics approach to their
brewing process. Part of the company’s charm is that they started out in an old soda
manufacturing facility. High tech methodologies don’t fit in with the company personality at
BCB.
Public Environment
The image and reputation of BCB in Harrisonburg, VA, is very favorable. It is apparent
on their Facebook and Instagram pages, as well as their reviews on popular websites such as
Yelp. As stated before, BCB boasts a solid 4.7 rating on FB on 414 reviews, as well as an
overflowing amount of support and positivity on their page from restaurant goers. Facebook is
their most prominent community bridge. Whereas Instagram remains significant due to their
follower count (4,588), it lacks the engagement that their Facebook page generates, as each post
has less than 10 comments per post. The social media buzz surrounding this company
continually displays a very high regard to BCB. Most, if not all, positive compliments were
directed towards the atmosphere, beer quality, wait staff knowledge and friendliness. On Yelp,
they received an impressive 4.5 stars out of 5 on 32 reviews. On the most voted ratings website,
beeradvocate.com, Brothers Craft Brewing was rated a 3.89/5 stars on 1,916 ratings. These
ratings depict the strong support that BCB has obtained and negative comments were not
prevalent in these reviews.
There are a total of 29 reviews and stories on BCB. The majority of this coverage were
raving reviews on the ambiance and quality of the restaurant. \All of the media coverage was
primarily informational, but the tone of the writing was positive towards BCB, especially when
referring to Cask for Cause.
Overall, the surrounding community has little to nothing bad to say about Brothers Craft
Brewing. They get some media coverage, but it definitely could be much more frequent.
Although they have a strong media presence and a solid following, they seem to lack
engagement with their customers. A two way dialogue could definitely increase their social
media presence and could result in gained customers. Their reviews are all positive and BCB
even took the top spot in Harrisonburg for microbrewers in the area.
Public Analysis
There are many publics central to the success of BCB. Main customers include the
Harrisonburg community; young adults living in the area, older locals, and the students and
faculty of JMU and surrounding colleges. The founders and employees at BCB are also essential
for the success of the company. The three brothers foster a sense of community that makes
people feel comfortable enjoying beer with them, and the employees create the same energy.
Other producers include anyone who helps to brew the beer, provide the resources needed
(conditioning tanks, casks, hops), or helped them start their journey financially. BCB also credits
those who create merchandise and marketing materials for them as key producers.
There are various enablers central to BCB’s success. The restaurants that choose to sell
BCB beer are main contributors to the company’s prosperity, along with stores such as gas
stations and Walmart that sell their beverages. Local festivals and events that choose to feature
BCB can provide them with future customers who may not have known about their beverages.
Positive comments online contribute as well. These can include Yelp reviews or beer bloggers
that praise them. Opinion leaders that enable BCB’s success can include trusted individuals who
are known to give good recommendations for food and beverage.
Finally, the limiters to BCB are other businesses similar in nature. These are the other big
breweries in the community, including Pale Fire Brewing Company and Three Notch’d Brewing
Company.
SWOT Analysis
Strengths Weaknesses
● BCB has a large variety of high- ● BCB is underrepresented in the social
quality brewed beverages. There is media landscape.
something for everyone. ● The location is less than optimal for
● BCB engages in cause related maximal foot traffic from other
marketing via their Cask for a Cause downtown establishments.
project. ● BCB’s website is inaccessible to the
● The company history of BCB has casual visitor.
narrative appeal.
Opportunities Threats
● Increase social media engagement. ● Downtown Harrisonburg has 4 other
● Increase awareness with college aged breweries and many bars. Competitors
public. abound.
● Improving website; include a section ● The price of fine craft beer makes it less
for the media that includes a digital attractive to many college students.
media kit. ● Competing with“Big Beer” while
maintaining brand authenticity.
Conclusion
Brothers Craft Brewing is a strong company with many advantages, including a variety of
brewed beverages. They are socially responsible and utilize this in cause-related marketing via
their Cask for a Cause project, and the story of their origin has small town charm and the thrill of
a success story. The main problem facing BCB is an issue of awareness. Too many members of
key target publics remain ignorant of the bountiful benefits at BCB. This is an opportunity to
reach out to these publics and increase awareness about BCB’s efforts.
Problem Statement:
There is a lack of awareness among local, middle class, professionals and James Madison
University students of drinking age. This is due to lack of differentiation in the local craft beer
market and underutilization of media to generate attention for BCB.
Goal:
To increase awareness of Brothers Craft Brewing amongst key publics.
Objective #1:
Objective #2:
Objective #3:
Key Publics:
JMU Seniors: JMU seniors represent a key public for BCB. These seniors are between the ages
of 21 and 23, can be young men or women, and are of middle to upper socioeconomic status.
They likely still receive some sort of financial support from their parents or have part-time jobs
to support their adventurous habits. These seniors are willing to try new things, want to be more
engaged in the Harrisonburg community before they leave it, and want to make the most out of
their last year at college. These students can be described as Experiencers and Strivers.
According to VALS, Experiencers are those that “are spontaneous, see themselves as very
sociable, and first-in, first-out of trend adoption” (VALS, 2018). Qualities of Strivers include
“living in the moment, looking for a fun time, and impulsiveness” (VALS, 2018). These college
seniors are relatively new to the brewery seen but interested in taking part in a more mature
social scene than in their previous years. We believe this key public to be heavy consumers of
social media and more technologically savvy than the average American consumer. They would
likely document their brewery experience on Snapchat to share with their followers.
Local, Middle Class Professionals: This public is composed of professionals in the fields of
science, education, and medicine, as well as business and administration. Aged between 25 and
35, this public has a disposable income and are able to splurge on craft beer. They enjoy the
quality and taste and appreciate the work that goes into making the product. This public includes
Innovators, who are described by VALS as “confident enough to experiment, receptive to new
ideas and technologies, and keenly aware of other’s self-interests” (VALS, 2018). They want to
stay aware of what the students and young adults in the community are doing, and they value
good times with small groups of friends. We believe they are likely to keep up with local events
and read publications like The Breeze. We also think this public is most likely to keep up with
BCB on Twitter and Facebook, as they likely have the social media platform to express their
opinions.
Vendors/Outside local businesses: Local merchants are an important public to BCB as they are
enablers for the industry, meaning they are key components to BCB’s opportunities of business
improvement. Aged between 25-65, this public’s aim is to make profits and expand their
businesses. These publics are described by VALS in 2018 as achievers and innovators.
Achievers are goal oriented, fully scheduled, hardworking and professional (VALS, 2018).
Innovators are future oriented, self-directed consumers, are confident enough to experiment and
make the highest number of financial transitions. These vendors and merchants want to make
their businesses as efficient and profitable as possible. We wish to reach out to more vendors, as
the majority of BCB’s earning are from sources of sales outside of the taproom. We believe that
we could gain this public's interest through exposure of BCB’s high quality product and event
collaboration with this key public.

Objective #1:
Strategy A:
- Create engagement opportunities to build interest and promote online following.
Tactic:
- Social media contests
- To enter the contest, Instagram users will take a picture featuring a
Brothers Craft beer and caption the photo with the hashtag #cheerstobeers.
To qualify, users must be following Brothers Craft on Instagram and tag
them. A winning photo will be chosen once every month; winners will
receive a Brothers Craft merchandise basket and be featured on the
company’s Instagram page.
- Have users submit original bottle design ideas. Brothers Craft will go
through all submissions and pick their top 10 favorite designs – from then,
it’s up to social media followers to pick the winner. Polls will be posted on
Instagram, Twitter, and Facebook for users to vote on their favorite
designs. Repeat contest once a month. Winner will receive early access to
all new beers and events happening at Brothers Craft, and a free six pack
of their choice.
Strategy B:
- Create original content to drive interest in operations at BCB.
Tactics:
- Provide an inside look into the behind-the-scenes at Brothers Craft.
- Give brewing lessons and tips for home brewers on Youtube to be
distributed through Facebook, Twitter, and Instagram. Once a month.
- Post interviews with interesting characters and influencers (while drinking a
featured beer). Interviews will be advertised through social media channels so
only those who follow will be notified. Once a month.
- Promote Brothers Craft Instagram, Twitter and Facebook posts.
Objective #2:
Strategy A:
- Hold seasonal event that are relevant to locals and students. This will promote a
community atmosphere among key publics.
Tactics:
- Annual BBQ in June to kick of the start of summer
- Both families and young adults in the community are invited to head down
to Brothers Craft for a BBQ featuring new summer beers, food, and live
music.
Strategy B:
- Partner with other breweries in the area. This will increase interconsumer exchange and
get the Brothers Craft name out to key publics.
Tactic:
- Oktoberfest with Pale Fire Brewing Company

- Event in October co-hosted with Pale Fire that features both company’s
beers and encourages future attendance at both brewery’s events.
Strategy C:
- Partner with charities that are meaningful to local inhabitants of the area. This will
encourage the key publics to take part in something they believe in.
Tactic:
- Beer run 5k with local charity (starts at brewery, ends at farmers market)
Strategy D:
- Incentivize attendance at all events. This will encourage participation and help promote
high attendance at the brewery.
Tactics:
- Discounted beer for first ten people at every event
- Free stickers for groups with over six people
Objective #3:
Strategy A:
- Build relationships with local merchants and vendors. These relationships will help
motivate business owners to sell Brothers Craft beer.
Tactics:
- Invite potential buyers into the brewery for an exclusive look at the process to
raise their interest in the brewery.
- Hold taste testings every season exclusively to outside vendor owners.

Strategy B:
- Encourage the purchase of Brothers Craft in convenience stores and supermarkets. The
purchase of these products will add to the breweries overall sales.
Tactic:
- Launch a scavenger hunt in Harrisonburg
- Place a “golden cap” on beers in random six packs distributed to these
stores; the person who finds the special will be rewarded with a free case
of beer.
Calendar:
Budget:
Evaluation:
Objective #1:
Criteria/Tool: Counts of social media followers will be taken prior to the beginning of the
campaign and again after the initial 6 month period. A simple comparison of counts will
determine the success/failure of this objective. As well, the various social media sites provide
analytics. No outside source will be necessary.
Objective #2:
Increase attendance to all events at the brewery by 40 percent over one year.
Criteria/Tool: Prior to the launch of the campaign, we will collect event attendance counts by
issuing wristbands. Then, following the campaign we will again collect attendance information
again. By comparing this data we can determine the success/failure of this objective.
Objective #3:
Criteria/Tool: By comparing the sales data from the year before the campaign, to the sales
during the campaign, we can evaluate the sales growth and success/failure of the objective. Sales
growth will be recorded quarterly throughout the campaign to ensure targets are being met.
Bibliography
About HDR. (n.d.). Retrieved February 19, 2018, from http://downtownharrisonburg.org/about/
Brew, B. C. (2018, February 16). Bros Craft Brew (@broscraftbrew). Retrieved February 20,
2018, from https://twitter.com/broscraftbrew?lang=en
Brothers Craft Brewing Co. (@broscraftbrew) • Instagram photos and videos. (n.d.). Retrieved
February 20, 2018, from https://www.instagram.com/broscraftbrew/?hl=en
Guattery, Meghan (2017). IBISWorld Industry Report OD4302. Craft Beer Production in the
US. Retrieved February 19, 2018 from IBISWorld database.
Harrisonburg Infographic. (n.d.). Retrieved February 19, 2018, from
http://harrisonburgdevelopment.com/harrisonburg-infographic/
Iserentant D. (2003) Beers: Recent Technological Innovations in Brewing. In: Lea A.G.H.,
Piggott J.R. (eds) Fermented Beverage Production. Springer, Boston, MA
JMU Economic Impact Study. (n.d.). Retrieved February 19, 2018, from
http://harrisonburgdevelopment.com/jmu-economic-impact-study/
Team, T. U. (n.d.). Brothers Craft Brewing. Retrieved February 20, 2018, from
https://untappd.com/broscraftbrew
VALS™ | Sample Characteristics | SBI. (n.d.). Retrieved February 20, 2018, from
http://www.strategicbusinessinsights.com/vals/characteristics.shtml
Virginia. (2018, February 15). Retrieved February 20, 2018, from
https://www.brewersassociation.org/tag/virginia/
Wood, V. (n.d.). Brew your own beer: A new brewery coming to downtown Harrisonburg.
Retrieved February 19, 2018, from http://www.whsv.com/content/news/Brew-your-own-beer-A-
new-brewery-coming-to-downtown-Harrisonburg-414305513.html
Retrieved February 19, 2018, from
http://www.bestplaces.net/economy/city/virginia/harrisonburg
Retrieved February 20, 2018, from https://www.brotherscraftbrewing.com/about-us/our-story/
Retrieved February 20, 2018, from https://www.facebook.com/broscraftbrew/
Retrieved February 18, 2018, from
https://library.municode.com/va/harrisonburg/codes/code_of_ordinances?nodeId=PTIITHCOGE
OR_TIT12LIRE_CH1BUPROCLI_S12-1-10FERALITA
Retrieved February 18, 2018, from http://lis.virginia.gov/cgi-
bin/legp604.exe?141%2Bsum%2BHB1107
bin/legp604.exe?181%2Bful%2BHB1602
bin/legp604.exe?181%2Bful%2BHB826E

Scom 460 Final Report

Enviado por

Dados do documento

Título original

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

Scom 460 Final Report

Enviado por

Direitos autorais:

Formatos disponíveis

Final Campaign Proposal

Brothers Craft Brewing

The Harrison Initiative

Public Relations Management - SCOM 460

February 22, 2018

Objectives, Strategies & Tactics...............................................................................................14-17

Goal: To increase awareness of Brothers Craft Brewing amongst key publics.

Objectives, Strategies and Tactics:

Overall Cost: $4, 958 ($5,000 budget)

collaborators and great beer.

Regarding communication, BCB currently has accounts on Facebook, Twitter, Instagram

have at least one event per month.

Agains,” “Weekenders,” “Endeavors” and “Echelon Series” (brotherscraftbrewing). Each series

both affect ABC licensing (lis.virginia HB1602, lis.virginia HB826, 2014).

economy (downtownharrisonburg, 2018). Since this decision, most political momentum in

business-supporting members, governs Harrisonburg.

prevalent in these reviews.

referring to Cask for Cause.

are known to give good recommendations for food and beverage.

market and underutilization of media to generate attention for BCB.

To increase awareness of Brothers Craft Brewing amongst key publics.

Facebook, and 400 followers on Twitter over six months.

Increase attendance at all brewery events by 40% over one year.

collaboration with this key public.

Facebook, and 400 followers on Twitter over six months.

- Create engagement opportunities to build interest and promote online following.

- Social media contests

- To enter the contest, Instagram users will take a picture featuring a

To qualify, users must be following Brothers Craft on Instagram and tag

receive a Brothers Craft merchandise basket and be featured on the

company’s Instagram page.

Instagram, Twitter, and Facebook for users to vote on their favorite

- Create original content to drive interest in operations at BCB.

- Provide an inside look into the behind-the-scenes at Brothers Craft.

- Give brewing lessons and tips for home brewers on Youtube to be

distributed through Facebook, Twitter, and Instagram. Once a month.

- Post interviews with interesting characters and influencers (while drinking a

featured beer). Interviews will be advertised through social media channels so

only those who follow will be notified. Once a month.

- Promote Brothers Craft Instagram, Twitter and Facebook posts.

Increase attendance at all brewery events by 40% over one year.

community atmosphere among key publics.

- Annual BBQ in June to kick of the start of summer

get the Brothers Craft name out to key publics.

- Oktoberfest with Pale Fire Brewing Company

beers and encourages future attendance at both brewery’s events.

high attendance at the brewery.

- Discounted beer for first ten people at every event

- Free stickers for groups with over six people

motivate business owners to sell Brothers Craft beer.

raise their interest in the brewery.

- Hold taste testings every season exclusively to outside vendor owners.

purchase of these products will add to the breweries overall sales.

- Launch a scavenger hunt in Harrisonburg

- Place a “golden cap” on beers in random six packs distributed to these

Facebook, and 400 followers on Twitter over six months.

analytics. No outside source will be necessary.

About HDR. (n.d.). Retrieved February 19, 2018, from http://downtownharrisonburg.org/about/

2018, from https://twitter.com/broscraftbrew?lang=en

February 20, 2018, from https://www.instagram.com/broscraftbrew/?hl=en

US. Retrieved February 19, 2018 from IBISWorld database.

Harrisonburg Infographic. (n.d.). Retrieved February 19, 2018, from

Piggott J.R. (eds) Fermented Beverage Production. Springer, Boston, MA