Vermont Vines on the River Sub-Brand Margie Kuchinski, Nick Coutu, - PowerPoint PPT Presentation

Vermont Vines on the River Sub-Brand Margie Kuchinski, Nick Coutu, Franklin Cummings

Table of contents a. Brand Presentation i. Customer face ii. Competitive Analysis iii. Creative campaign b. Appendix

Harriman’s Harvest Born from the Valley, Made for the Summit

Why the bee? These masterful aviators were ➔ buzzin’ through the vines and grapes during harvest time. Turns out bees are crucial to a ➔ vineyard’s health. Consider them the Guardians of the Vineyard. The bad news? These little guys ➔ are diminishing at a rapid rate. Some more bad news... ➔ If they go, so do we.

“The Excursionist” Always searching for the next big ➔ adventure -- whether that be on the mountain or in the “Big City.” Locals & tourists - aka wannabe ➔ locals. Enjoys everything local and ➔ sustainable. Values corporate social responsibility and the stories that go with it. The technical term for our ➔ Weekend Warriors? D.I.N.K.S.

Customer Face From trail markers to the signs ➔ indicating the various grapes on the VT Vines Property our customer is a localvore through and through. City Market Co-op: Local ➔ Resonance ◆ Salience ◆ Ben & Jerry’s: Socially Responsible ➔ Imagery ◆ Judgements ◆ Patagonia: Quality ➔ Performance ◆ Feelings ◆

Competitive Analysis + Strong + Strong online + Able to ship online presence & eye their wines to presence & grabbing website select states informative website - Doesn’t give off - Weak online - A lot of the the small presence & wine listed localvore feeling out-dated on their website website is sold out

Evolution of Harriman’s Harvest

Bottle Label

Tent card

Business Card

Drink Wine. Save the BEes. Try the wine that’s causing all the buzz!

Wine & Cheese Pairing Party Drink Wine. Save The Bees. ➔ Music by Kat Wright & The Indomitable Soul Band ➔ June 20th, 2017 @ 5PM ➔ Portion of proceeds benefits the Planet Bee ➔ Foundation

Queen bee, Kat wright (and the indomitable soul band)

Posters

Social Ads

Website Splash Page

Press Release

Media List

Merchandise Stickers Bottle Stopper

Honey Vermont Cutting Board

Campaign Results Awareness of Harriman’s Harvest Sub-brand ➔ Raise money through wine & merchandise sales ➔ Potential for word of mouth marketing ➔ Increased awareness of colony collapse disorder ➔ Raise money for the Planet Bee Foundation ➔

What’s Next? Launch of Harriman’s Harvest Sub-brand ➔ Implementation of wine & cheese pairing event ➔ Create Facebook page ➔ Create Instagram account ➔ Build website via Squarespace or Wix ➔

Thank You!

Appendix I. The Buzz About the Bees A. About Colony Collapse Disorder B. Vineyard Health & Bees II. Target Audience A. Millennials & Corporate Social Responsibility III. Competitive Analysis IV. Event Collateral A. Press Release B. Media Contact List