KEEP COLORADO LOCAO DIGITAL AND COMMUNITY OUTREACH CAMPAIGN
KEEP COLORADO LOCAL CAMPAIGN
Client: Keep Colorado Local
Date: April 2015 – April 2016
Project: OnSight partnered with a coalition of independent liquor stores, craft breweries, and other stakeholders to build the Keep Colorado Local coalition to raise awareness about anticipated ballot initiatives from big-box retailers who wanted to change Colorado law to be able to sell full-strength beer and wine in multiple grocery and convenience stores. The campaign included stakeholder outreach, PR, a web site, collateral materials, email list, and social media management.
Logo for the campaign was bright and contemporary, and easily adjusted for different applications.
Content to the web site was updated several times a month with media hits, press releases, blog posts, collateral for partners to download, and testimonials.
Point of sale and outreach materials available for download and order on the KCL web site.
The goal of the web site was to design and implement a system to create an online community in support of the Colorado craft beer and spirits culture. The site was focused more on what makes Colorado and its craft brewing/distilling culture such a great place.
Social media was an integral part of the Keep Colorado Local campaign, encouraging engagement to promote sharing and empowerment of visitors as messengers.
KCL posted original graphics, testimonials, and information on Facebook.
Interaction-generating, share-worthy content performs well for Keep Colorado Local.
Keep Colorado Local used Twitter to promote its primary messages.
Over 550 liquor stores, breweries, distilleries, vintners, and other businesses officially joined Keep Colorado Local. Over 100 of these logos are featured on the KCL web site. Dozens of coalition partners were interviewed and had their testimonials featured on the web site and social media.
100+ trainings and public events around the state have helped spread our message to the public and to coalition partners.
Signing up people at Great American Beer Festival by offering free beer coupons and pretzel necklaces.
OnSight organized a collaboration brewing project called the Keep Colorado LocALE. This project allowed brewers to work together around the state and featured Colorado-grown ingredients. The campaign had several social media contests around the release of the beer (including coming up with a tag-line) that allowed us to increase social engagement and awareness.
We produced a variety of collateral materials for presentations, partners and point-of-sale in local businesses. Standard boxed sets of liquor store collateral were sold at cost to coalition partners by way of a custom-built sales “portal”. In addition, banners, tshirts, posters, presentation decks, one-pagers, and other materials were customized on request.
Bottle hangers, cooler window clings, 6-pack beer inserts, and other point-of-sale collateral were used in liquor stores and breweries around the state to help spread the word about the campaign.
Video highlighting that Colorado is an independent state, and we should keep laws on the books that encourage independent businesses — not big-box chain stores who ship their profits elsewhere.
Infographic video showing why local liquor stores are critical to Colorado’s craft beer industry and culture.
- Over 550 liquor stores, breweries, distilleries, vintners, and other businesses have joined Keep Colorado Local.
- Dozens of coalition partners were interviewed and had their testimonials featured on the web site and social media and have been connected with news outlets around the state.
- KeepCoLocal.com has saw steady traffic since we launched, with a few peaks around major promotions. Almost 59,000 visitors have viewed the site over 62,000 times in the past 12 months.
- The Facebook and Twitter accounts grew steadily in size, and ultimately reached over 12,500 fans through largely organic growth
- We produced a wide variety of collateral materials for presentations, partners and point-of-sale in local businesses. Almost 350,000 individual pieces of collateral — from palm cards to table tents to koozies— were ordered and distributed around the state.
- 100+ trainings and public events around the state helped spread our message to the public and to coalition partners.
- Four videos featuring the faces and stories of Keep Colorado Local were watched over 107,000 times on Facebook and YouTube.