The final week is upon us! Laura and I are compiling all of the work we have done this semester into our final presentation deck. We will be meeting with the class this Monday and presenting the rough draft of our presentation. we are looking forward to hearing feedback from Drew and the class so that we can make improvements on our presentation before having to present to our client. we are very proud of the work we have made this semester and are eager to help WSB reach its goal of increasing revenue and brand awareness. Continue reading

Drew was not kidding, time is our worst enemy. Nervetheless, Laura and I are making great progress and are currently working on our brand awareness ideas. One of the campaigns we are working on is a social media merch campaign. WSB currently does not have an online merch store and we are developing a draft of this now. Because WSB is relatively new to its market, we are focusing on engaging the local community. WSB needs to first develop its local market before it can appeal to the rest of the city. We are continuing to develop our final presentation... Continue reading

Laura and I finished developing our surveys sent them out to both WSB customers and non-customers. We developed two separate surveys for the customer types. We received a very generous amount of respondents from the WSB customer survey within the first couple of days it was launched. Thanks to WSB's email subscription list we were able to learn that their customers valued the atmosphere, location, and beer. We also learned how WSB compared to other local breweries and we are now able to hone in on the improvements WSB needs in order to increase awareness and overall growth. With this... Continue reading

During week 7, Laura and I presented our findings from the competitive analysis to our client, Joe. We were able to develop some new findings with Joe as well as confirm insights Joe had already made about his brewery. Much of our competitive analysis revolved around web design, events, and beer offerings other breweries were implementing. Laura and I are now working on developing our customer surveys for both WSB customers and non WSB customers to better understand our market. Continue reading

This week was the most rewarding week for Laura and I so far. We have completed our first deliverable which involved developing an in-depth competitive analysis as well as a positioning map. We performed research on Westside Brewing's competitors such as local and national breweries. We will have our third in-person meeting this Wednesday with our client and we will be presenting our findings. Laura and I have created a presentation that includes all of the research and recommendations we have developed so far. Our next deliverable will be to conduct consumer research by developing surveys and better understanding what... Continue reading

After our first in-person class meeting, Laura and I began to think about the importance of defining our clients main benefit. Similar to the examples used in class, Westside Brewing should focus on expressing its ability to provide happiness and a memorable experience to its customers. Our client has been slow responding to us throughout the duration of this project, but Laura and I have continued to progress the project to the best of our ability. We are currently continuing our work on the competitive analysis and white paper adjacency. Our client has asked us to research what other micro-breweries... Continue reading

This week, Laura and I were able to have our second in-person client meeting. Over the past two weeks, we have been doing research on Westside Brewing's competitors and brainstorming brand awareness ideas. We first presented this information to our client, Joe, and then we honed in on Joe's particular needs. Over the upcoming weeks Laura and I will first conduct more in depth research regarding Westside Brewing's audience. This will be done through digital surveys that will better help Joe and his team figure out what customers want to see in the tap room and beers that customers are... Continue reading

Week three has been less productive than the past two weeks for two reasons. The first being a lack of communication with our client. Our client had cancelled on us last week and we were unable to schedule time to meet with him this week. Laura and I hope to set up a time to discuss our progress with our client early next week. The second reason for this week being less productive than others is that I recently started a new job and I have been assigned the task of writing the company's sales and marketing plan. Although I... Continue reading

After meeting with our client, Westside Brewing, for the first time last week, Laura and I didn’t waste any time conducting research and developing brand awareness strategies. We had planned to meet with Joe on Wednesday of this week, but he had to cancel due to other conflicts. This week I analyzed beer trends and website designs that breweries on the west coast are currently doing. I was able to create a power point which included the research I performed on this subject. I learned about popular beers brewing on the west coast and I was able to compare this... Continue reading

Laura Hay and I are working with a brewery located on the westside of Cincinnati called...wait for it... Westside Brewing. Upon meeting with our client during the first week of this Capstone course, we were able to quickly understand why our client, Joe, chose such a generic name for his brewery. During our meeting, Joe informed us that he chose to take a generic branding approach in order to separate himself from all of the other breweries throughout the Cincinnati, NKY area. He elaborated by telling us that keeping his beer names and company logo simple was something many breweries... Continue reading