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

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

Mar 26, 2024 286 likes •545 views

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 Harrimans Harvest Born from the

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SLIDE 1

Vermont Vines on the River

Sub-Brand

Margie Kuchinski, Nick Coutu, Franklin Cummings

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SLIDE 2

Table of contents

  • a. Brand Presentation
  • i. Customer face
  • ii. Competitive Analysis
  • iii. Creative campaign
  • b. Appendix
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SLIDE 3

Harriman’s Harvest

Born from the Valley, Made for the Summit

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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.

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“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.

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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

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Competitive Analysis

+ Strong

  • nline

presence & informative website

  • A lot of the

wine listed

  • n their

website is sold out + Able to ship their wines to select states

  • Weak online

presence &

  • ut-dated

website + Strong online presence & eye grabbing website

  • Doesn’t give off

the small localvore feeling

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Evolution of Harriman’s Harvest

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Bottle Label

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Tent card

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Business Card

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Drink Wine. Save the BEes.

Try the wine that’s causing all the buzz!

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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

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Queen bee,

Kat wright (and the indomitable soul band)

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Posters

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Social Ads

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Website Splash Page

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Press Release

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Media List

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Merchandise

Stickers Bottle Stopper

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Honey Vermont Cutting Board

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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

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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

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SLIDE 24

Thank You!

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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