1 / 18

MKTG 5606 User Journey Work Session

Join us for a user journey analysis of Iron Hill Brewery's marketing strategy. Explore their target audience, objectives, and success in engaging patrons. Don't miss out on this insightful session!

kream
Download Presentation

MKTG 5606 User Journey Work Session

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MKTG 5606User Journey Work Session September 8, 2019 7:00p – 8:00p

  2. TONIGHT’S AGENDA 7:00-7:10 Blog Discussion 7:10-7:25 Learnathon Q&A 7:25-Whenever Working Session

  3. THE QUIZ WAS A BIT MUCH…

  4. SEEMS THE TEXTBOOKS IS POPULAR

  5. INSTANT FEEDBACK ACKNOWLEDGED Feedback was primarily positive Participation in the Breakouts is Mandatory The Quiz stays, but delivery will be revisited

  6. BLOG DISCUSSION 61 total contributions (not incl. my comments) • 44% posted 2+ times • 25% posted 3+ times No lack of inspiration (or additional opportunity)

  7. LEARNATHON Q&A

  8. WORKING SESSION

  9. CASE STUDY Here are the key criteria for the first part of the Case Study due 9/10: • Tate Overview – What is Their Objective? • Define Target • User Journey Infographic • PEST and/or SWOT Infographic

  10. RUBRIC

  11. LET’S ALL PASS JUDGEMENT ON THE INSTRUCTOR’S WORK!

  12. GET TO KNOW THE IRON HILL CRAFT KITCHEN. SCRATCH BREWERY. Iron Hill Brewery was founded in 1996 in Newark, DE. They win their first award in 1997 before making the decision to expand in 1998, with each restaurant having an on-site brewery. By 2018, they expanded to their first location outside of the Mid-Atlantic. Their mission: Nothing’s More Local Nothing’s Fresher Nothing’s Truer to Who They Are

  13. THESE PEOPLE PROBABLY SHOULD! OBJECTIVE: Enroll patrons in King of the Hill Club • Paid rewards club, offering “points back” and beer upgrades • Aligns with their “give back” ethos - Give 20% non-profit support PRIMARY TARGET: suburban A35-54, HHI $75k+, with families • Enjoy craft beer and food; spending money in the local community • When they eat out, they tend to do so as a group

  14. THEY HAVE PLENTY OF CHANCES TO

  15. FORCES ARRANGED

  16. HOW DOES IRON HILL ALIGN?

  17. SO, HOW DID I DO?

  18. FOR WEDNESDAY READ: Mobile Marketing (p55-82, 103-120) REVIEW: Mobile Marketing Site/App Checklists COMING DUE: • Tate Case Situational Analysis – Tues. 9/10

More Related