Company Background

2. 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 things—keep 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. Segment Target Markets • Currently no clearly defined target market segments • More focused marketing efforts by segmenting

10. Target Market Segments The Norms Vacation Home Owners Tacky Tourists The Diners

11. Promote Brewpub as a Tourist Attraction • 2.5–3.5 million visitors per year to Newport • Other Newport attractions: • Oregon Coast Aquarium • Wax Works • Ripley’s Believe It or Not • Marina • Surfing

12. 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

13. Newport Visitor’s Center • Visitor’s brochure • $900/year • Sponsor map of Newport • Distributed at visitor center • Cost: printing costs • Advertise Rogue on map

16. 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 • Ripley’s • Aquarium • Mo’s

18. 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

19. 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

20. 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

21. “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

22. Newspaper Ad

23. 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 • Ossie’s Surf Shop

25. 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

26. Projected Annual Costs

27. 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

28. 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

29. Sources • www.rogue.com • www.google.com/images • www.discovernewport.com • Newport Chamber of Commerce • Yaquina Bay Communications’