Company Background

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Company Background

• 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 thingskeep 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

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Company Strategy

• 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

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Newport Brewpub

• Opened in 1989
• Attractions
• 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

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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

• Current website
• Offers a lot of information
• Cluttered
• Unorganized
• Model after competitors websites
• Better organization
• Use of colors and theme
• Examples Deschutes Brewery
• Widmer Brothers Brewery

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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 Vacation Home Owners
• Tacky Tourists The Diners

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Promote Brewpub as a Tourist Attraction

• 2.53.5 million visitors per year to Newport
• Other Newport attractions
• Oregon Coast Aquarium
• Wax Works
• Ripleys Believe It or Not
• Marina
• Surfing

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City of Newport Chamber of Commerce

• 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

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Newport Visitors Center

• Visitors brochure
• 900/year
• Sponsor map of Newport
• Distributed at visitor center
• Cost printing costs
• Advertise Rogue on map

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Billboard

• 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
• Ripleys
• Aquarium
• Mos

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Increase Local Advertising

• Local Radio Stations
• Complete coveragae of Lincoln County and southern
  Tilamook county with Yaquina Bay Communications
  radio stations
• 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

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Local Newspaper

• 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
• No television ads
• Too expensive
• Broad audience not effective in reaching target
  segments

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Implement Weekly Specials Schedule

• Targeted at locals
• Different specials each night of the week
• Advertise in local newspapers radio
• Differentiate from competition
• Not many local happy hours
• Gives locals something fun to look forward to
  each night of week

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The Happiest Happy Hour

• Monday
• Dead Day - 3.00 pints of Dead Guy Ale
• Tuesday
• Two for Tuesdays - Two Pints for the Price of
  One
• Wednesday
• Pint Night - Take Your Glass Home (10pm -
  Close)
• Thursday
• Half Off Appetizers
• Friday
• Feel Good Friday - Well Drinks 1/2 Off
• Saturday
• Sloppy Seconds Saturday - Free Sloppy Joe with
  Every Pint Purchase
• Sunday
• Sampler Sundays - Half Off One Sampler Platter
  of Rogue Ales

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Newspaper Ad
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Continue Sponsorship Promotion of Events

• 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
• Sponsorship helps to publicly display the Rogue
  brand
• Increases tourist traffic to Newport
• Ossies Surf Shop

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Seafood and Wine Festival

• 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
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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
• First two months 2 days a week/2 a day
• After two months 1/day 3 days a week

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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