Frank Desiderio, Robert Lynn, Bryan Rose
AEE440
Media Proposal
Rough Draft
Beer Choice Awareness Jamboree Media Proposal
The beer choice awareness jamboree (BCAJ) is being created for the purpose of exposing
everyone, but mainly college students of legal drinking age in Happy Valley, to an education on higher
end beers and beer types in a more relaxed and open environment. The event is being held on the 18th
of October from 6pm-10pm at the summit of Tussey Mountain Ski Resort. Events will include short
educational talks and discussions on the types of beers available to you and what separates them from
each other. With the $20.00 admission each patron receives a free Detroit Lions mug that is refillable at
each beer tasting booth. At the of each person’s time spent at our event we are asking that they fill out
a short 5 question questionnaire to get an idea of what they have learned.
Objectives
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The BCAJ is hoping to have a turnout of at least 175-200 people.
We hope to receive advertising feedback from our posters to be around 40%.
A promotional video will also be aired and we expect to receive about a 10% feedback rate.
Another 15% of advertising feedback will come from a post in the local school newspaper and by
word of mouth from peer to peer.
Lastly 35% feedback is expected to come from a radio advertisement.
Message
Meet us at the summit to enjoy a few brews with old friends and make some new ones, while
becoming a beer coinsurer along the way.
Potential Challenges
The college crowd is hard to get away from the downtown area that offers so much to them, so
close, and in their natural Penn State Environment. We hope to overcome this through great advertising
and I mean, hey, its beer. There is also the factor of money, we realize that not just college kids, but
everyone could use to save a few bucks these days but we hope the free mug and only a $20 admission
for such a wide array of beers will draw a crowd. Again the location out of town is an issue but to top it,
it’s on a mountain top. We are hoping though this will make a great environment and put some
adventure into the idea. There is also the issue of college kids not being interested in higher end beers
or even being interested in beer at all. For the local community there is the issue of it being packed with
college kids who can be young and rowdy when they’re looking to just have an enjoyable, “adult”
evening. Communication and advertising do not appear to a large problem because of the area and the
fact that word of mouth spreads quickest. It just seems to be the the fact of making our advertisements
stand out above the many others out there.
Partners
There is a list of various partners as presented below. Each partner is offering their product at a
discount price as they are obtaining advertising from our event. W.R. Hickey’s is offering 2 micro brews
on tap that they are the master distributor for along with some various loose non-returnable bottle
cases of different types. Nittany and Pletchers beer distributors are following suit along the same line as
Hickey’s. Tussey Mountain is selling food in their restaurant as a separate entity for their profit but is
more than happy to accommodate and promote our jamboree. Jimmy Johns is catering at the summit
offering quick and simple sandwiches; they are being paid a flat rate and still making profits from their
Frank Desiderio, Robert Lynn, Bryan Rose
sales. Then of course tunes will be provided by 93.7 the bus for a flat and will advertise our event in the
days leading up to the 18th. The bus will have giveaways of their own sort and will be taking live requests
during the event.
A list of partners is as follows:
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93.7 the bus
W.R. Hickey Beer Distributor
Nittany Beverage
Pletchers Beer Distibutor
Tussey Mountain Ski Resort
Jimmy Johns
Methods & Media
Four types of media have been chosen for the advertisement of the beer choice awareness
jamboree, a poster, promotional video, and an ad in the newspaper. The most effective advertisement
that will provide the most feedback is going to be the poster in our opinion. In the age of information
overload a simple attention grabbing poster can receive better results than an elaborate advertisement
(White, 2010). With sixty posters being put up around State College and campus we are confident that
people will find the look of the poster as an eye catcher most of which being college students from Penn
State that are seeking to find a higher education on beer preferences. Regular folks are more than
welcome and encouraged to join though. The posters will be put up four months in advance of the event
date and distributed to local bars and beer distributors as well as on campus locations and local shops.
We are expecting a 40% feedback rate on this form of advertising. On the five question questionnaire
being offered at the end of the event one of the questions will be how they heard of the event. The next
advertisement method we expect to get the most feedback on is our newspaper ad and by word of
mouth. The newspaper ad is being presented two months before the event start date. The television ad
and newspaper are going to work in similar conjunction with each other allowing the same individual to
notice the advertisement in two alternate forms (Jain, 1975). Word of mouth is considered to start
advertising at the same time the posters go up. There is an expected feedback rate of a combined 15%
from these methods. Lastly our sixty second promotional video is proposed to bring in a 10% feedback
rate; this is deemed the lowest because at sixty seconds and low budget we do not for see great
feedback on it and in our opinion word mouth of the best publicity. The video is being put out three
months in advance of the event date. As said before the video will be supported by the newspaper ad
which will hopefully be recognized by the same audience in two different forms of the same
advertisement (Jain, 1975). The radio advertisement is a free form of advertisement from 93.7 the bus.
This will air one month in advance. 35% is feedback is expected from this venture. Most people believe
radio can be ineffective because the audience cannot see the advertisement being represented, this is
actually what gives radio advertising it’s effect because it’s the importance of the message and not the
visual aids that grab people (Vasey, 2004).
Frank Desiderio, Robert Lynn, Bryan Rose
Timeline
June
July
August
September
October
………………………………………………..Poster………………………………………………………………
Newspaper……………………………………………………….
Video………………………………………………………………………………………….
Radio……………………………………….
Budget
Evaluation
Our group brought in 210 people, slightly more than the amount we expected, which of
course is a sign of successful advertisement. The event was packed with people through out the set time
of the event. We received back 180 surveys of the 210 people that were counted through the gate. This
was what we considered a success because we knew not everyone would fill out the survey. According
to our survey results all advertisement feedback was basically spot on with a little less than we expected
on the poster advertisement. This tells us maybe more efforts should be put into the newspaper and
video advertisement.