Beerjobber.

com* Site*Updates**Phase*1*&*Phase*II*

Table*of*Contents* * 1) Beerjobbers*Primary*Target*Audience* 2) About*The*Target*Audience* 3) Site*Goals*(Phase*1*and*Phase*2)* 4) Design*Updates* *

About*Our*Target*Audience*

Who*is*Beerjobbers*Primary*Target*Audience?* Based*on*the*research*provided,*following*are*staPsPcs*about*CraQ*Beer*Drinkers:* * *54%*W*70%*of*craQ*beer*drinkers*are*35*years*or*older* *67%*cant*wait*to*try*new*products* *70%*like*to*try*seasonal*beers* *50%W71.5%*of*craQ*beer*drinkers*have*earned*a*college*or*graduate*degree* *53%*want*to*know*more*about*craQ*beer*and*say*that*educaPon*drives*sales* *The*majority*of*Internet*users*drinking*craQ*beer*are*over*the*age*of*35* * *32%*W*46%*are*35*years*or*younger* *43%*are*college*educated* *80%*are*white* *56.3%W75%*of*craQ*beer*consumers*make*more*than*50K/yr* *41%*of*craQ*beer*drinkers*make*more*than*50K/yr* *63.4%*of*craQ*beer*drinkers*are*male* *CraQ*beer*case*sales*rose*by*14.5%*in*2012* * * *

Who*is*Beerjobbers*Primary*Target*Audience?* Our$in'house$informa/on$shows$this$key$fact:$ $ 53%*of*our*audience*views*Beerjobbers*communicaPons*via*IPhone.* * Who$uses$an$IPhone?$ $ According*to*CNN*Money,*IPhone*users*have*the*following*characterisPcs:* * **57%*are*male* **43%*are*female* **70%*are*older*than*35** * * *W*21%*aged*25W34* * * *W*21%*aged*35W44* * * *W*18%*aged*45W54* * * * *

Who*is*Beerjobbers*Primary*Target*Audience?* Based*on*this*informaPon,*more*than*50%*of*the*people*that*are* already*engaged*in*Beerjobber*are:** * *College*or*graduate*school*educated* *Earning*50K*or*more*per*year* *Over*35*years*old* * The*people*currently*using*Beerjobber*are*a*secondary*target*audience*and*are* not*our*primary*target*audience.*They*are*a*secondary*target*market*because* they*are*currently*using*the*site,*as*it*is.*These*are*individuals*that*want*craQ* beer*and*will*get*it,*even*if*it*means*a*login*process*and*a*site*thats*dicult*to* navigate.*They*are*reading*communicaPons*on*their*iPhones*and*are*interested* in*craQ*beer.*These*are*dieWhard*craQ*beer*enthusiasts.*They*dont*need*to*be* convinced.* * *

Who*is*Beerjobbers*Primary*Target*Audience?* Beerjobber*can*make*the*following*assumpPons*about*the*people*using* Beerjobber.com:* * *A*majority*of*our*target*audience*is*Gen*X*(or*close*to*Gen**X)*based*on** ***Internet*usage*habits* *They*are*middle*class*to*upper*middle*class*earning*at*least*50K/yr* *They*are*well*educated*with*a*college*and/or*graduate*degree*

Who*is*Beerjobbers*Primary*Target*Audience?* We*understand*53%*of*the*people*that*are*currently*engaged.*We*need*to*focus*on* the*people*that*are*not*engaging."Thus,"Beerjobbers"primary"target"audience"has" the"following"characteris<cs:" * *College*or*graduate*school*educated*(Theyre*smart)* *Earning*50K*or*more/year,*but*have*other*expenses*(They*care*are*about*money)* *Gen*X*and*Millennials*on*the*cusp*of*Gen*X**about*32*years*and*up**(They** ****have*a*somewhat*disposable*income)* *They*are*interested*in/like*craQ*beer,*but*need*a*push*to*buy*it.* *They*are*individuals*need*to*believe*that*its*worth*it.* *They*are*people*that*understand*craQ*beer*is*cool,*but*need*to*be*guided*when** ****it*comes*to*purchasing.* * Our*adverPsing*tone,*style*and*design*should*speak*to*this*group.* *

*Although*the*research*accounts*for*a*signicant*interest*from*the*Millennial*generaPon,*the*research*does*not*show*if*this*is* a*general*interest*(get*a*craQ*beer*from*the*bar)*or*indicate*if*this*audience*is*likely*to*purchase*a*case.*The*staPsPcs*for* earning*potenPal,*educaPon*and*likely*purchases*(based*on*income)*indicates*that*our*target*audience*is*older.*As*logic*will*tell* us,*the*majority*of*the*Millennials*are*too*young*to*have*achieved*an*earning*potenPal*of*over*50K/year*at*age*25W34.*Those* that*are*earning*50K*plus*are*on*the*cusp*of*GeneraPon*X.*Census*stats*show*the*income*of*an*individual*under*35*income* averages*at*25KW32K)*

Who*is*Beerjobbers*Primary*Target*Audience?* *Our*target*audience*is*most*interested*in*nding*an*unusual"beer." * *They*need*to"nd"a"beer"they'll"like"easily."They*want*guidance*in*making*their* selecPon*via*educaPon*and*recommendaPons,*and*this*is*an*important*aspect* that*we*should*add*to*our*list.** * *They*need*to*be*convinced*that*the"price"is"worth"it.** *

About*Our*Target*Audience* Research*shows*that*the*following*are*characterisPcs*that*work*best*when* adverPsing*to*GeneraPon*X:* * *They*respond*when*a*product*shows*its*value* *They*are*oended*by*hard*selling* *They*do*not*respond*to*old*adverPsing*tacPcs* *They*respond*to*video* *They*respond*to*authenPcity* *They*respond*to*nonWsPness* *They*respond*to*honesty* *They*prefer*straight*talk*instead*of*manipulaPon* * (See*research*print*outs)*

Site*Goals**Phase*1*&*Phase*2*

Site*Goals**Phase*1*&*Phase*2*

Copy*Tone*&*Site*Design**Phase*1* Copy*Tone:* * *ConversaPonal** *ConsumerWoriented,*without*being*too*direct*mail*in*voice* *Shows*value* *Shows*credibility/validity*of*company* *Speaks*to*an*educated*group*of*people*that*are*in*a*nitche* * * Our*copy*tone*needs*to*gain*loyalty*and*trust*with*a*balance*of*benets*and* honest*informaPon.*We*need*to*develop*a*personality*for*our*voice.* *

Copy*Tone*&*Site*Design**Phase*1* What*about*Beerjobbers*design*style?* * For*Phase*1,*our*site*is*focusing*on*the*navigaPon,*not*the*design.*The*goal*is*to* make*it*easier*to*buy*beer*for*the*conference*happening*in*early*November.* * To*do*this,*well*refresh*the*brand,*add*beker*nav,*add*beker*copy.* * In*Phase*2,*well*completely*rebrand*the*site*based*on*research*and*close*back/ forth*with*the*Beerjobber*team.* * *

Design*Updates* Following*are*suggested*Phase*I*design*updates*to*Beerjobber.com:* * *Designs*are*based*on*current*burlap*and*wood*brand* *Designs*are*to*be*viewed*for*layout,*and*can*be*adjusted** *Photography*is*FPO*(For*Placement*Only).*I*suggest*we*hire*a*photographer*to** ****capture*what*were*trying*to*say.* *Copy*is*FPO.*This*will*be*hashed*out*aQer*we*decide*on*the*design* *

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Wireframes*

Copy*Tone*&*Site*Design**Phase*1* Who*is**Beerjobbers*speaker?* * *Hes*smart* *Hes*intellectual* *Hes*wiky* *Hes*a*likle*funny* *Hes*direct* *He*loves*good*beer* *He*listens*to*good*music* *Hes*a*nance*guy* *Hes*a*hip*yuppie* *