The class was a part of a consumer behavioral lab about EBC and results showed respondents:

• Are excited about the experience at EBC (music, food trucls, trying ciders, outdoor seating, social events)

• Want to see more about the experience at EBC through video content and behind-the-scene content

• The behind-the-scence content makes them feel closer to the brand

Through secondary research on the internet, results show:

• Majority rate EBC 3.5-4 stars on a social discovery beer app called Untappd

• EBC focuses on dry, easy-drinking cider with local ingredients

Looking at netnography:

• UGC or in-house content have better engagement 

• Hashtags in caption of posts have better engagement

• Least liked/engaged posts were bluegrass Sundays graphics

After researching demographics and psychographics, our target audience is: 

• Millennials and Older Gen Z

• Foodies who enjoy being a part of something unique

• Foodies who enjoy exploring craft beer, cider, local businesses

• Low to avg. Instagram and Facebook media consumption

Our ideal buyer persona is a person like Dave:

• Enjoys unique, exclusive experiences where he can unwind

• Has an affinity for high quality locally sourced beverages

• Looking to connect and socialize with others and be a part of a community 

After looking at the rational and emotional benefit, our campaign will consist of 2 mockups to help EBC follow:

1. Recap reels with a suggested clip-by-clip formula, branding colors, copy, and music choice to create easy engaging reels that shows their audience unique events they host. And ugc reels to look out for from consumers to repost that follow branding.

2. Behind-the-scene of cider-making feed posts with a suggested carousel photo order formula and copy formula encouraging them to utilize ChatGPT for creative hooks