Marketing Campaign
Capitol Beer Festival
big idea
The Capitol Beer Festival is an annual event in Sacramento, California. The event promotes craft beer breweries from the Northern California region and proceeds go to support local youth charities. Music, food vendors, and merchandise are available throughout this 2-day event.
audience
Understanding the demographics of who would likely attend the Capitol Beer Fest was necessary within designing the campaign. Research showed that the beer fest would most likely attract three audience types: Novice, Experimenter, and Connoisseur.
messaging
Keep the message simple and keep the audience in mind. Three key elements are unique, bold, and fresh.
media
Marketing assets include posters, both digital and printed, a mobile application, and the creation of a marketing landing page and social media presence.
