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Rollins College Viticulture Marketing Studies – An Overview

Rollins College Viticulture Marketing Studies – An Overview. Wayne Mackay University of Florida VAC Industries and Opportunities Committee January 2014. Background. Question: How do we increase awareness of Florida wines?

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Rollins College Viticulture Marketing Studies – An Overview

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  1. Rollins College Viticulture Marketing Studies – An Overview Wayne Mackay University of Florida VAC Industries and Opportunities Committee January 2014

  2. Background • Question: How do we increase awareness of Florida wines? • Consultation with Jim Trezise, President of the New York Wine and Grape Foundation • VAC partner with a university business school to develop a plan for promoting Florida wine industry • Rollins College Crummer Graduate School of Business accepted proposal from VAC. Jan. 2010. • Economic Impact of Florida’s Grape and Wine Industries – Stonebridge Research LLC. Jan. 2011. • “True challenge for the wineries is gaining access to the markets”

  3. Rollins Project 1 – Spring 2010 • Project request: • Definition: Development of a plan for the marketing of the Florida viticulture and wine industry including whether to hire a full time person to promote the Florida viticulture and wine industry or to employ a marketing firm.

  4. Rollins Project 1 – Spring 2010 • Project request: (continued) • Description: • Determine the feasibility of hiring an industry spokesperson or consulting firm to promote the Florida wine industry. • Determine the scope of duties and potential direction of a marketing person or firm. • Determine a timeline for the plan. • Plan that would answer the question- Start with a marketing firm and then progress to a dedicated person using VAC trust funds? • Desired Goal: • Have a plan to effectively promote the Florida viticulture and wine industry.

  5. March 12th, 2010 Preliminary PresentationFlorida Wine Industry Marc Aben-Moha Laura Fourdraine Christian Georgieff MoniaLadjimi Ting Wang

  6. Marketing Tools: Proposal vs. Needs

  7. Marketing Tools: Proposals vs. Reach

  8. Implementation - External • Dependant on size of company/industry • Total annual comp.: 35% of salary in benefits, incentive plan, car • Hourly rate based on 48 weeks, 40 hrs/week

  9. External – Pros • 15+ year mktg/sales experience • Sources and associates available • Hourly pay – work can be suspended • No hiring cost • Outside thinking / objectivity

  10. External – Cons • Limited understanding of customers • Limited knowledge of company’s values/goals • Risk of business shutting down

  11. Implementation – Internal

  12. Internal – Pros • Lesser cost • More control • More task flexibility – not bound to contract • In the long run, better knowledge of company and industry

  13. Internal – Cons • Hiring cost • Training • Long-term commitment • Less resources • Less experience

  14. Conclusion / Recommendation • Hire internal Marketing Coordinator • Use coordinator to implement desired marketing tools • Example

  15. Rollins Project 1 - Outcome • Decision that internal marketing person not feasible with the structure of the VAC funding • External marketing firm costs exceeded VAC budget • Proposal submitted to VAC of a Marketing plan that would be subsidized by Seavin, Inc. through the use of Seavin, Inc. marketing personnel

  16. Rollins Project 1 - Outcome • Printing 200,000 brochures • Interstate billboard advertising • Branding sponsorship on NPR (National Public Radio), • Print advertising consisting of an insert in the Clipper publication • Internet site www.TryFloridaWine.com

  17. Rollins Project 2– Fall 2010 • Project request: • Definition: A project to develop a detailed, conventional marketing plan to gain a better understanding of which marketing tools to use, how to use them and how to budget the cost of a promotional campaign.  Items to consider are: 1) regional demographics regarding wine preferences and price 2) label recommendations for uniform message regarding Florida wines and 3) potential wine trails.

  18. Rollins Project 2– Fall 2010 • Project request: • Description: • Development of a detailed marketing plan to promote Florida wines to both Florida residents and visitors that would include ideas for the marketing message to provide a uniform marketing message on both labels and marketing messages building on the previous Rollins College project. • Determine the feasibility of wine trails and whether wine trails would include different businesses at different times of the year. An analysis of wine trails in other states such as New York and Ohio may help determine feasibility of wine trails in Florida.

  19. Rollins Project 2– Fall 2010 • Project request: • Desired Goals: • Recommendations for a marketing plan that would include ideas fordeveloping a uniform message for the marketing program. • Labels, wine trail locations, other businesses that could be integrated into the wine trails such as pairing food establishments with Florida wines.

  20. Joel HalleyJason HalleyMarie RedlingAnne WemhoenerLaurens Willard FLORIDA WINE INDUSTRY

  21. Recommendations • Florida Wine Club • Promote Wine Club in Magazines • Promote Wineries as Wedding Venues in Magazines • Tourist Destination

  22. Magazines

  23. Rollins Project 2 – Outcome • Determined that VAC needed a more focused study that would build on the wine trail and tourist destination ideas. • Developed a third project proposal for consideration by Rollin’s program.

  24. Rollins Project 3 – Spring 2012 • Project request • Definition: Development of a third more focused project that builds on the previous two marketing studies presented by the Rollin’s students. The third project would focus on the development of a localized wine/tourist trail(s) with marketing ideas and platforms.

  25. Rollins Project 3 – Spring 2012 • Project request • Description: • Determine the most appropriate place to develop a wine/tourist trail(s) to promote the Florida wine industry. • Determine the best location and the businesses that would best fit with the proposed wine trail(s). • Goals: • Create a wine/tourist trail with marketing materials that could be implemented by the VAC. • Build on previous projects that resulted in the development of the Florida wine promotion campaign • Billboards, internet (http://tryfloridawine.com/), and advertisements .

  26. Rollins Project 3 – Recommendations

  27. Rollins Project 3 – Outcome • Marketing Handbook • Guide to develop a marketing strategy • Identifying target market • Branding strategy • Marketing tips • Public relations • Networking • Web Strategy • Measuring Success • Pre-Marketing Return on Investment Report • Post-Marketing Return on Investment Report

  28. Questions? For electronic copies contact me at: wmackay@ufl.edu

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