Stone Brewing Independent Study
What is Independent Study? This capstone program requires each Creative Brand Management student to complete a semester-long marketing project for an outside client prior to their graduation.
To cement Stone Brewing in the minds of the Richmond community as a solid, positive partner for the city of Richmond.
After vigorous primary and secondary research was performed, I discovered that there were three main challenges that Stone Brewing was facing:
- THE ECONOMIC DEAL: Richmonders simply do not understand the economic deal that occurred between the city of Richmond and Stone Brewing.
- COMMUNITY EFFORTS: Stone Brewing is unfocused in the nature of their giving.
- COMMUNICATION: There is a disconnect between what Stone Brewing is doing and what Stone Brewing is communicating.
The Real Problem
There is no clarity nor priority about what Stone is doing BECAUSE there is a lack of communication and presence by Stone Brewing in the Richmond community.
Make Stone Brewing's interaction and presence in the community more noticeable and focused by pulling on the heart strings of Richmonders.
We are going to do this in three different ways:
- Raise the profile of the economic deal
- Focus philanthropic giving
- Increase PR initiatives
Stone Loves RVA Sub brand
I have created a branded foundation for which all of Stone's positive community and environmental efforts can live under. When consumers see the Stone Brewing gargoyle with the wrapped green banner they will easily be able to recognize that this is a Stone sustainable effort.
The banner can also be used as a "rotating tagline" and can easily be transformed to fit any community Stone has a presence in.
Stone Loves RVA Video
We created a video that will live on Stone Loves RVA's new landing page to embody what this new branded foundation stands for.
raise the profile of the economic deal
A simple write up on the Stone Loves RVA landing page: "WE AT STONE BREWING RVA REALIZE THAT THERE WAS A BIT OF A MISUNDERSTANDING ABOUT THE DEAL THAT WE RECEIVED COMING TO RICHMOND AND WE ARE HERE TO CLEAR THE AIR......"
Get in local popular publications such as RVA Mag: "WE SAT DOWN WITH STONE BREWING AND GOT THE REAL STORY".
FOCUS PHILANTHROPIC GIVING
EAST END: Stone Brewing is already doing a lot for their own East End neighborhood of Fulton and they must continue to do so. In order for anyone else in the city to get behind you as a company, you must first take care of your neighborhood. Below are a few additional ideas Stone can do to bring their community together.
JAMES RIVER ASSOCIATION: To reach a larger number of people, Stone also needs to be partnering with an organization that touches the whole region, the James River Association. This is important because Stone Brewing is sitting right on the James River and they need to take leadership of it. By making one strong partner with the JRA, Stone can then influence a wide variety of organizations.
Increase PR Initiatives
SOCIAL MEDIA: By creating a social media account for "Stone Loves RVA", consumers will easily be able to recognize when scrolling through their newsfeed when something is happening in their community hosted by Stone.
ARTICLES IN PUBLICATIONS: 44% of Richmond residents say that they get news about community events via local magazines and newspapers. Yet, I was alerted five times via Google alerts about Stone Brewing RVA over a period of 6 months. If Stone wants their community to know about their positive efforts, they must tell them.
HOST AND ATTEND PUBLIC FORUMS: By creating a speakers bureau, Stone can then host and attend different talks around their community. This allows you to build a relationship with your customers which will create memorable brand experiences.
DIGESTIBLE LANDING PAGE: Although Stone Brewing's website is beautiful, it is a bit hard to navigate, especially when searching for sustainability efforts. By creating an easily navigable search bar at the top of the webpage, this can be resolved.
Videographer: Ben Surber
"Stone Loves RVA" Art Director: Gianna D'Amico