Company BackgroundCompany Background Rogue Ales was founded in 1988 in Rogue Ales was founded in 1988 in

Ashland, OregonAshland, Oregon Founders: Jack Joyce, Rob Strasser and Founders: Jack Joyce, Rob Strasser and

Bob WoodellBob Woodell Now located in Oregon, Washington and Now located in Oregon, Washington and

San FranciscoSan Francisco Distributes nationwideDistributes 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 StrategyCompany Strategy ““Rogue's marketing strategy is pretty simple. Rogue's marketing strategy is pretty simple.

 Make a world class product, package it in a  Make a world class product, package it in a world class fashion, charge a price world class fashion, charge a price appropriate for products that are considered appropriate for products that are considered by the market to be at the highest end of the by the market to be at the highest end of the quality scale and integrate our quality scale and integrate our company/brand with the community in company/brand with the community in markets where we manufacture and/or sell markets where we manufacture and/or sell our products.”our products.”

– – Bob WoodellBob Woodell

Newport BrewpubNewport Brewpub

Opened in 1989Opened in 1989 AttractionsAttractions

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 EffortsCurrent Marketing Efforts

Very little print advertisingVery little print advertising No radio or television advertisingNo radio or television advertising Sponsor community non-profit Sponsor community non-profit

causescauses Annual long board event - “The Annual long board event - “The

Gathering”Gathering” WebsiteWebsite Rogue NationRogue Nation

RecommendationsRecommendations

Update Rogue website Update Rogue website Segment target marketsSegment target markets Promote brewpub as a tourist Promote brewpub as a tourist

attractionattraction Increase local advertisingIncrease local advertising Implement weekly specials scheduleImplement weekly specials schedule Continue sponsorship and promotion Continue sponsorship and promotion

of eventsof events

Update WebsiteUpdate Website

Current Current website Offers a lot of informationOffers a lot of information ClutteredCluttered UnorganizedUnorganized

Model after competitors’ websitesModel after competitors’ websites Better organizationBetter organization Use of colors and themeUse of colors and theme Examples: Examples: Deschutes Brewery

Widmer Brothers Brewery

Update WebsiteUpdate Website Cost: Cost:

Starting at $199 to outsourceStarting at $199 to outsource $10-$17/year for domain name $10-$17/year for domain name

(rogue.com)(rogue.com) Maintained in-houseMaintained in-house

Implement immediately Implement immediately Approximately one week to redo Approximately one week to redo

Segment Target MarketsSegment Target Markets

Currently no clearly defined target Currently no clearly defined target market segmentsmarket segments

More focused marketing efforts by More focused marketing efforts by segmentingsegmenting

Target Market SegmentsTarget Market Segments

The NormsThe Norms Vacation Home Vacation Home OwnersOwners

Tacky TouristsTacky Tourists The DinersThe Diners

Promote Brewpub as a Tourist Promote Brewpub as a Tourist AttractionAttraction

2.5–3.5 million visitors per year to 2.5–3.5 million visitors per year to NewportNewport

Other Newport attractions: Other Newport attractions: Oregon Coast AquariumOregon Coast Aquarium Wax WorksWax Works Ripley’s Believe It or NotRipley’s Believe It or Not MarinaMarina SurfingSurfing

City of Newport Chamber of City of Newport Chamber of CommerceCommerce

DiscoverNewport.com 11stst Google search Google search Free online advertisingFree online advertising Reaches a large audienceReaches a large audience Listed under dining and lodgingListed under dining and lodging Expand into events and attractionsExpand into events and attractions Plan your weekendsPlan your weekends

Newport Visitor’s CenterNewport Visitor’s Center

Visitor’s brochureVisitor’s brochure $900/year$900/year

Sponsor map of NewportSponsor map of Newport Distributed at visitor centerDistributed at visitor center Cost: printing costsCost: printing costs Advertise Rogue on mapAdvertise Rogue on map

BillboardBillboard

Located on Highway 101Located on Highway 101 2 miles north of Newport2 miles north of Newport

Costs: $1,200/month (10 x 20 ft)Costs: $1,200/month (10 x 20 ft) Good way to get tourists attentionGood way to get tourists attention Other attraction also use billboard Other attraction also use billboard

along Highway 101along Highway 101 Ripley’sRipley’s AquariumAquarium Mo’sMo’s

Increase Local AdvertisingIncrease Local Advertising Local Radio StationsLocal Radio Stations

Complete coveragae of Lincoln County and southern Complete coveragae of Lincoln County and southern Tilamook county with Yaquina Bay Communications’ Tilamook county with Yaquina Bay Communications’ radio stations: radio stations:

KCRF 96.7 FMKCRF 96.7 FM KBCH 1400 AMKBCH 1400 AM KYTE 102.7 FMKYTE 102.7 FM KNPT 1310 AMKNPT 1310 AM U92 92.7 FMU92 92.7 FM

$14/30-second ad on one station or $26/30-second $14/30-second ad on one station or $26/30-second ad on all five stationsad on all five stations

Select local reachSelect local reach Promote weekly specials to locals Promote weekly specials to locals

Reminder to localsReminder to locals Keeps Rogue at top of mindKeeps Rogue at top of mind

Local NewspaperLocal Newspaper

Newport News TimesNewport News Times $1,548/year for weekly 4’’ ad $1,548/year for weekly 4’’ ad

Approx. $30/weekly adApprox. $30/weekly ad Promote weekly specials and eventsPromote weekly specials and events Reminder to local residentsReminder to local residents

Keeps Rogue at top of mindKeeps Rogue at top of mind Short lead times Short lead times

Flexibility in changing adFlexibility in changing ad High reach at a low costHigh reach at a low cost

No television adsNo television ads Too expensiveToo expensive Broad audience – not effective in reaching target Broad audience – not effective in reaching target

segmentssegments

Implement Weekly Specials Implement Weekly Specials ScheduleSchedule

Targeted at localsTargeted at locals Different specials each Different specials each

night of the weeknight of the week Advertise in local Advertise in local

newspapers & radionewspapers & radio Differentiate from Differentiate from

competitioncompetition Not many local happy hoursNot many local happy hours Gives locals something fun to Gives locals something fun to

look forward to each night of look forward to each night of weekweek

““The Happiest Happy Hour”The Happiest Happy Hour” MondayMonday: :

– ““Dead Day” - $3.00 pints of Dead Guy AleDead Day” - $3.00 pints of Dead Guy Ale TuesdayTuesday: :

– ““Two for Tuesdays” - Two Pints for the Price of OneTwo for Tuesdays” - Two Pints for the Price of One WednesdayWednesday: :

– ““Pint Night” - Take Your Glass Home (10pm - Close)Pint Night” - Take Your Glass Home (10pm - Close) ThursdayThursday: :

– ““Half Off Appetizers” Half Off Appetizers” FridayFriday: :

– ““Feel Good Friday” - Well Drinks 1/2 Off Feel Good Friday” - Well Drinks 1/2 Off SaturdaySaturday: :

– ““Sloppy Seconds Saturday” - Free Sloppy Joe with Every Sloppy Seconds Saturday” - Free Sloppy Joe with Every Pint PurchasePint Purchase

SundaySunday: : – ““Sampler Sundays” - Half Off One Sampler Platter of Sampler Sundays” - Half Off One Sampler Platter of

Rogue AlesRogue Ales

Newspaper AdNewspaper Ad

Continue Sponsorship & Promotion of Continue Sponsorship & Promotion of EventsEvents

Increase promotional activities for Increase promotional activities for Rogue Longboard ClassicRogue Longboard Classic

– Distributing Promotional Flyers to the other Distributing Promotional Flyers to the other Oregon Rogue locationsOregon Rogue locations

– 2500 for approx $1502500 for approx $150– Radio spots as the activity nearsRadio spots as the activity nears

Sponsorship helps to publicly display Sponsorship helps to publicly display the Rogue brand the Rogue brand

– Increases tourist traffic to NewportIncreases tourist traffic to Newport– Ossie’s Surf Shop Ossie’s Surf Shop

Seafood and Wine FestivalSeafood and Wine Festival Cost to sponsor food table:Cost to sponsor food table:

• One table: $525One table: $525• Two tables: $625 Two tables: $625 • Cost of Food served and service Cost of Food served and service

requiredrequired Attendants must have coastal tiesAttendants must have coastal ties $30 OLCC Special Events permit$30 OLCC Special Events permit 15,000 people attend yearly15,000 people attend yearly

Projected Annual CostsProjected Annual CostsNewspaper $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

TimelineTimeline Update Website - immediatelyUpdate Website - immediately Newspaper Ads - immediatelyNewspaper Ads - immediately Weekly Specials - immediatelyWeekly Specials - immediately Billboard - May to SeptemberBillboard - May to September Visitor Brochure - immediatelyVisitor Brochure - immediately Visitor Map - immediatelyVisitor Map - immediately Discover Newport Website - Discover Newport Website -

immediatelyimmediately Radio Ads - immediatelyRadio Ads - immediately

– First two months: 2 days a week/2 a dayFirst two months: 2 days a week/2 a day– After two months: 1/day 3 days a weekAfter two months: 1/day 3 days a week

Final ThoughtsFinal Thoughts

Marketing plan is consistent with current Marketing plan is consistent with current strategy by promoting on a local scalestrategy by promoting on a local scale

““Our plans for the future on marketing are Our plans for the future on marketing are to keep being what we are, rogues, and to keep being what we are, rogues, and keep doing what we do.  If you're small keep doing what we do.  If you're small and want to beat the world you don't do it and want to beat the world you don't do it by playing by the 'big guy's' rules.  You by playing by the 'big guy's' rules.  You change the rules and make the big guys change the rules and make the big guys play by yours ... or as Ted Turner once play by yours ... or as Ted Turner once said, "Lead, follow or get the _ _ _ _ out of said, "Lead, follow or get the _ _ _ _ out of the way!’” – Bob Woodellthe way!’” – Bob Woodell

SourcesSources

www.rogue.comwww.rogue.com www.google.com/imageswww.google.com/images www.discovernewport.comwww.discovernewport.com Newport Chamber of CommerceNewport Chamber of Commerce Yaquina Bay Communications’Yaquina Bay Communications’