[NARKOOJEE COMM BRIEF / M.

COLLAS-SMITH ]

COMMUNICATION BRIEF
Client: Subject: Date: Briefed by: Project: Narkoojee Pty Ltd. Narkoojee Wines. 17/2/2013 Harry Friend, Managing Director. Narkoojee Digital Marketing Campaign.

Brief background Gippsland-based winery Narkoojee1 unofficially began in 1980 when the first vines were planted. It has since become a boutique vineyard producing award-winning five-star wines2, and hosts several degustation events a year at various restaurants around Melbourne. Problem Although the wines are exceptional, current sales largely rely on word-of-mouth via friends of the owners and attendees of degustation events, the vast majority of which are retired and/or are in their early 60s. Consequently, the founders are yet to take a salary from wine production, and an aging customer base will only diminish the potential for this. Opportunity Regular degustation events at trendy venues popular with all ages (such as Matteos3) are well attended, the vineyard is within two hours drive of Melbourne and has just opened an on-site restaurant, forty percent of the population (aged 20 50)4 has not yet been tapped by Narkoojee, and wine consumption is steadily increasing across Australia5. Target Audience and Insight Wine drinkers and foodies with mid-ranged incomes from the Gen X, Gen Y and iGen age brackets. Given Narkoojees boutique price range, food and wine are more than just perishables for this market segment. These are people that express themselves through the wines they drink, restaurants they frequent, or events they attend. They appreciate refined things, and so want to know how theyre made, whats best to buy, and wheres best to go. Key Proposition Everyone knows wine is more than a drink, that its a culture but family owned and run, Narkoojee knows it better than anyone.
Narkoojee (2012) http://www.narkoojee.com/ (Accessed 2/2/2013) Halliday, J. (2012) http://www.winecompanion.com.au/Wineries/Victoria /Gippsland/Narkoojee (Accessed 10/2/2013) 3Matteos (2010) http://www.matteos.com.au/ (Accessed 10/2/2013) 4 Australian Bureau of Statistics (2013) http://www.abs.gov.au/ausstats/abs@.nsf/Latestproducts/2071.0Main%20Features952012%E2%80%932013?opendo cument&tabname=Summary&prodno=2071.0&issue=2012%962013&num=&view= (Accessed 15/2/12) 5 Australian Bureau of Statistics (2013) http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/4307.0.55.001main+features72010-11 (Accessed 4/02/12)
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[NARKOOJEE COMM BRIEF / M. COLLAS-SMITH ]

Brand Positioning Unlike commercial wineries, Narkoojee is family owned, family run, and so its not mass produced: its handcrafted. More than that, Mr. Friend started the vineyard out of a passion for all things wine, which hes passed on to his son, Axel. From the growing, to the making, to the tasting, and through to the best kinds of food, music, and places to enjoy it, with Narkoojee, you get more than just a drink, you get the knowledge and passion that only a family tradition can guarantee which is probably why it has won so many awards. Attributes By forging a genuine connection with the target market through discussions on the wine-making process, foods that accompany wine, and reviews of other wines and restaurants, Narkoojee becomes more than simply another boutique winery. It becomes a resource, an influencer they depend upon. As such, Narkoojees brand is differentiated from its competitors: attendance for promoted tastings and degustations will be vastly increased, which will subsequently raise sales once they taste the wine itself. Intended Response To increase awareness via key influencers in the food and wine blogosphere and within social media circles, and then to affect persuasion, via Narkoojees Wine Blog and the associated value Narkoojees wine will gain from becoming a social-media influencer. Consequently, to increase sales online, and also via retail distribution (as demand increases). Channels Digital campaign spearheaded by owned media, such as the Narkoojee Wine Blog, promoted by direct mail and email, with further promotion utilizing borrowed media such as Facebook, Twitter, Youtube, and blogger outreach. Degustation events may be seen as a secondary channel for promotion, marketed by the primary digital channels. Execution The Narkoojee Wine Blog must be personal in tone, and be based around winemaking at the vineyard. As such, Narkoojee will generate content in the form of 200-300 word blogs with related photos. This original content will form the core of the blog, supplemented by curated material from key influencers, and will be promoted by the campaigns various channels listed above. Budget One part-time social-media manager with a good knowledge of wine will be employed to upload content, update the latest events, outreach with other bloggers, curate wine-based media (Youtube videos, other blogs, memes, etc.) and maintain

[NARKOOJEE COMM BRIEF / M. COLLAS-SMITH ]

two-way conversations with the Narkoojee community. One day a week (at ten billable hours); fee to be established based on experience and suitability. Timing Backlogged content to be generated by Narkoojee for blog while site to be built by social-media manager; corporate webpage to be subsequently updated with links to blog. Narkoojees email list to promote launch of blog via giveaway. Copy, and the tone of that copy, important within launch email as the boutique, non-commercial image of Narkoojee should not be compromised. Evaluation Initially, likes on Facebook, followers on Twitter and interaction on the blog will be used to evaluate the success of this campaign:
500 visitors within the first week 2000 within the first month 3000+ thereafter.

The effectiveness of the social-media manager will also be assessed on the establishment and maintenance of relationships with wine bloggers nationally and internationally, linkbacks, subsequent SEO indicators, and Narkoojee webpage traffic monitoring. Finally, wine orders, distribution, and degustation attendance will be used as final criteria. If just 3% of the above benchmarks convert into sales, Narkoojee will see a significant return on its investment within the first month of the campaign.