FINAL FLYING DOG BOOK!

Running head: FINAL CAMPAIGN BOOK: FLYING DOG BREWERY 1
Final Campaign Book:
Flying Dog Brewery
Samantha Idelson, Claire Cianos, Jeremy Bragg, Katie Winegar
Towson University

FINAL CAMPAIGN BOOK: FLYING DOG BREWERY 2
Part I: Introduction
An Overview of the Campaign
Flying Dog Brewery, a craft beer company based in Frederick, MD, will be introducing
Flyingdogmusic.com. With Flying Dog Music, the brewery hopes to strengthen their
commitment in supporting local creativity. With this campaign, we hope to spread the awareness
of Flying Dog brewery and continue to position the brewery as a leading local sponsor,
supporter, and presenter of the Arts. With this campaign, Flying Dog will host summer session
events to promote specific local bands and of course their beer. The campaign will consist of
three events over the summer months of June, July, and August. We hope that this campaign will
promote Flying Dog as an advocate of local creativity, and inspire those who live in the greater
Baltimore area to buy Flying Dog beer while supporting the local arts.
Team Members
In order to implement this campaign, our team will consist of four members, Katie
Winegar, Jeremy Bragg, Clair Cianos, and Samantha Idelson.
Katie Winegar is a 21-year-old female that will graduate from Towson University in the
fall of 2013 with a bachelor’s degree in Mass Communication with a focus is public relations and
advertising. For the last year and a half, Katie has been working with the public relations
company that helps Flying Dog Brewery with all of its events and publicity. This makes Katie a
valuable asset to the team in gathering internal documents from Flying Dog Brewery.
Jeremy Bragg is a 25-year-old who lives in Federal Hill, Maryland. He is currently a
senior at Towson University, and will graduate in the fall of 2013. He has a combined major in
Pilitcal Science and Mass Communication with a focus in public relations. Jeremy has bar-
tended at the An Potin Stil for the last four years and has recently accepted the job as Director of

Special Services for PBI Restoration. With his personal experience as a bartender, Jeremy has
key insights on the demographic we hope to target with this campaign book.
Claire Cianos is a 24-year-old who lives in Canton, Maryland and is graduating from
Towson University in the fall of 2013. Upon her graduation she will have obtained a bachelor’s
degree in Mass Communication with a track in public relations and integrated communication.
She is currently an intern at the Maryland Institute College of Art and has worked with the
College of Notre Dame of Maryland in the past two years. This experience will help with the
networking and communication aspects needed to reach our target audience for this campaign.
Samantha Idelson is currently wrapping up her senior year at Towson University. She
will receive a bachelor’s degree in Mass Communication with a dual focus on advertising and
public relations and a minor in Electronic Media and Film. Samantha has experience working on
the production of commercials as well as retail sales and visual merchandising. After graduation
she will be heading south to work on the production of the film, Una Vida, in New
Orleans. Samantha’s advertising and media experience will aid in the creative development and
implementation of various strategies used in this campaign.
History and Mission Statement
The long journey and story of Flying Dog begins in the mountains of Raul Pindi,
Pakistan. Our founder, George Stranahan, along with 11 other misfits, a Sherpa, and a donkey,
began their trek to the summit of K2, also known as the “Savage Mountain”. Not only is K2 the
second highest mountain in the world, it is also one of the most deadly. It is said that for every
four people who have reached the top, one has died, however that did not stop the “March of
Innocence.” While facing this grueling 35-day trip, George’s main complaint was the on the
seventeenth day, they “totally ran out of booze.” After their successful summit, the “Innocents”

celebrated their triumphant back in Pindi at the Hotel Flashman. After settling in to drink their
booze, their eyes caught sight of a large painting. George describes it as, “a full-on oil painting of
a dog. A beautiful oil painting, big, nice. And the dog was like.. well, he had left the ground/
Here we were, the March of the Innocents and this ‘Flying Dog,’ and the weirdness of it all. And
the combination of the worlds ‘Flying Dog’ stuck with all of us, but particularly for me. They fit
together in some way. I don’t know how it makes sense, but it makes sense.”
(flyingdogales.com)
A few years later, back in Aspen, Colorado, George decided to open a brewery. Not only
because he didn’t have anything better to do but partly because he was sick of paying for beer.
He named it Flying Dog of course.
Five years later, George and his neighbor and good buddy, Hunter S. Thompson, happened to be
hosting Gonzo artist Ralph Steadman. After drinking some good beer and blowing stuff up, the
three of them headed over to the legendary Woody Creek Tavern and that night, they decided
that Ralph would illustrate the now infamous Flying Dog labels.
With the manner in Flying Dog was created and the Gonzo aspect of legendary Hunter S.
Thompson and Ralph Steadman involved, it is no surprise that their tagline has become “Good
Beer. No Shit.” It is simple, yet straight to the point.
Today, Flying Dog is far from where they started, but in the best way possible. They are
now based out of Fredrick, Maryland, a move that was made in 2006, and distribute to 32 states,
as well as select countries in Western Europe. Although they have definitely come a long way
from a little brewpub in 1990 in Aspen, Colorado, they have still kept their, “No Shit” attitude
with their beer, and have stayed true to the craft beer ways. They brew 10 different beers year-

round, ranging from IPA’s to pale ales, brew 7 seasonal beers, and have 11 limited release beers
as well. (flyingdogales.com)
At Flying Dog, they view brewing beer as an art form. With the founder’s roots being in
photography and literature, it is Flying Dog’s belief that art, in the broadest sense of the term, has
always been apart of who they are as a company. They support anyone who has the courage to
express themselves in the face of criticism and humiliation.
Their mission statement for Flying Dog Music states that Flying Dog has begun
promotional and marketing support campaigns with a roster of artists and music people that
epitomize it’s ethic. It will work in multiple capacities with the different partners to help to
further the music scene in its markets. The site will give Flying Dog an informational hub to host
the media it promotes across social networks (Internal Documents).
Type of Persuasive Campaign
There are five types of persuasive campaigns. The first is a political campaign that
focuses on candidates and issues. The second, a commercial campaign is used to promote a
company’s new products or services or the entire company. Next, a reputation campaign is aimed
at improving how a company or organization is perceived by its publics and is also known as an
image campaign. An educational or public awareness campaign is conducted mostly by nonprofit
organizations or other advocacy groups. Lastly, a social action campaign is used to advocate a
social issue or cause (Bobbit & Sullivan 17).
Our campaign with Flying Dog and Flyingdogmusic.com can be classified as both a
commercial and social action campaign. It is a commercial campaign because we are promoting
the breweries new service of Flying Dog music, but it is also a social action campaign because
we hope to further promote Flying Dog as a local advocate of local creativity and arts.

Part II: Background /Secondary Research
A Summary of Background Research
The information we gathered for our campaign included not only the initial client
interview, but also archival research and mass media research. Most of the information came
from our initial client interview, as well as from internal documents from Flying Dog Brewery.
An initial client interview is important and should include the client’s assumptions in preliminary
fact finding. What we found was that Flying Dog is a huge advocate of supporting local
creativity and with Flyingdogmusic.com, the brewery wants to strengthen that commitment to
the Arts. In the past, Flying Dog has hosted many events that support this cause. Generally,
Flying Dog will host monthly events including Support Local Night that features local art, local
music, and, of course, local beer. They also team up with local restaurants, such as Woodberry
Kitchen, who are also advocates of supporting local, to host events and dinners sponsored by
Flying Dog Brewery. With this campaign, Flying Dog ultimately hopes to promote their brand
and image as an advocate for the Baltimore community.
As far as mass media research conducted, there are 50,171 people who “like” Flying
Dog’s page, as well as 1,424 people talking about Flying Dog. On Twitter, Flying Dog has
obtained 46,599 followers. This information shows us that many people are aware of Flying Dog
Brewery.
Lists of Priority Audiences/ Target Publics
With our campaign, we plan to target both males and females between the ages of 21-55.
Ethnicity and race are not limited in the case of this campaign. We chose to target this age group
because this is the age group is most likely to attend live music events and out door activities.
Our primary target is couples without young children that make at least $40,000 a year. It is

important to this campaign that our target audience does not have children because our entire
campaign is based around music events and beer dinners and it is more likely for couples without
children to attend these events because they are not as busy on the weekends.
It is our hope, although not a necessary requirement, that the target audience is
knowledgeable in craft beer and also enjoys live music events. As well as having an appreciation
for craft beer, it is necessary for the target to reside in Maryland. This is key, because not only
will all of the events be held in the greater Baltimore area, but the purpose of this campaign is to
support local creativity, and adults who live in Baltimore are the most likely to support this
cause.
The public we are targeting in this campaign should have the attitude of wanting to
support local creativity and act on this attitude by attending local events hosted by Flying Dog!
With this campaign, because we can only use information from the demographics of
those who have attended past events, the range of people could stray outside of our targeted
public. Although we assume that most people attending these events are young couples without
children that may not always necessarily be the case. The events will vary in the type of music
that is played as well, so that is an additional factor that must be taken into consideration.
All in all, what we are asking from the public in this campaign is to come out to events to
not only support Flying Dog Brewery, but to also support local music as well. Through Facebook
and Twitter, these publics will be able to keep up with the monthly events and order tickets.
Part III: Primary Research
Data Gathered Prior to Research
Prior to conducting the following methods and techniques of research, the culture of our
organization and their target audiences and intentions needed to be studied. In order to find out

the proper audience for this campaign, it was necessary to do research on the company and who
they attempt to appeal to. For example: the bars in which their products are served, what beers
are served during what times of year and the types of patrons that frequent these locations and
their beer choices are a few issues that were researched. This also was able to help form some of
the client interview questions as well. Most of this data collected is further explained in our
archival research and examination of past events and campaigns through Flying Dog.
ResearchTechniques Used
The primary research we will conduct will include surveys, interviews, and
questionnaires. These all are forms of quantitative and qualitative research techniques used in our
campaign. We developed a series of different types of questions to gather information about the
personalities, tastes, and habits of our target audience(s). These questions will determine things
such as, their preference(s) of craft beer, how much they usually consume per week, what kind of
music they enjoy, and how often they go out to social events or gatherings. We will also include
basic demographic information as well psychographic information in determining our target
audiences.
To appeal to these people we will first send out surveys over Survey Monkey to better
target our intended audience(s). This will allow surveys to be returned electronically to us so we
can gather information about demographics of our publics. These characteristics will include:
age, gender, and ethnicity. We are looking for responses from males or females ages 21 to 55.
While we do not have a target ethnicity for this campaign specifically, we will include this
question to get a general idea of our publics’ interests. We are aiming for the demographic
characteristic of ages from 21 to 55 since 21 is the legal drinking age and people over the age of
55 are less likely to be engaged and willing to attend music and outdoor events (our questions

will help us determine if this hypothesis is indeed correct). Also, we are hoping to reach people
without children. Younger couples who have the ability to easily attend events and older couples
who are “empty nesters” and no longer have children in their homes.
The psychographic characteristic we are looking for include income, marital status,
children, education, housing, and entertainment choices/preferences. We are appealing to a
majority with a household income of $40,000 or higher due to the fairly expensive lifestyle craft
beer exudes. We need to target audiences who are willing to spend more on beer and can afford
to attend social events. Couples who are not yet married or have just recently married and are
without children would be more likely to attend these events as previously stated. For education
level, we are looking for students who are halfway through college or above. The age of young
adults in college approaches 21 around their Sophomore-Junior years and will be old enough to
participate. Also, those who have graduated and obtained secure jobs will be more likely to fall
in the income bracket of our target audience. For housing, there are no specificities except
residency in the state of Maryland. Flying Dog is a local, Frederick, MD brewery and the music
being promoted is all local bands we are researching only those in the state of Maryland that can
easily attend and enjoy local festivities. Finally, entertainment and recreational choices will be
studied. This will include searching for those with an appreciation and willingness to appeal to
different types of music and beer and are willing to attend these events more than once.
Recreationally, we are reaching out to those adults who are Facebook-savvy, like to stay
connected, and are able to participate in Flying Dog’s recreational events as well as their
promotions and online involvement.
Next, we will conduct an initial client interview. For this type of primary research we will
be able to study the organization and talk to Flying Dog to get their main goals for the campaign.

We must know what they are hoping to get out of Flying Dog Music events so we can implement
them into our campaign. For our secondary research, we will have three different sources. First,
we will study archival documents (including mission statements and what events have been
promoted in the past through previous proposals, and any budget information we may find).
Secondly, we will conduct mass media research. This will allow us to study Twitter hits, Flying
Dog’s Facebook activity, feedback on various social media avenues, Google returns on “Flying
Dog,” and how local television stations and newspapers are reporting the company and its
stories. Lastly, we will study database and Internet sources. This will include using Kantar Media
and MRI+ to narrow down our demographic and psychographic characteristics.
Survey and Interview Protocol
The following are the various types of questions that will be included in our research.
First, are the interview questions that will be involved in the qualitative method of our research:
1. Are you brand loyal in your beer choice(s)? If so, which beer?
2. What would you consider craft beer to be?
3. Do you drink craft beer?
4. If so, what is it about craft beers that bring you back to drinking them?
5. What type beer do you drink most frequently? At home? At a bar? At a restaurant? At a
party?
6. Why do you choose these beers for the different locations mentioned?
7. How often do you try new beers?
8. What do you know about Flying Dog?
9. If so, how have you heard about it?
10. Do you prefer draft or bottle? Why?

11. How often do you drink beer?
12. In what setting/environment are you more likely to try new beer?
13. How often do you go out to bars?
14. When you do, do you prefer live music?
15. What type of music do you prefer?
16. Have you ever attended any festivals or events where Flying Dog was served? If so, what
was your experience?
17. How did you like these events? Why?
18. If so, would you go again?
19. What would you bring back from these events? What would you like to see again?
The quantitative research involved will include the following survey questions:
1.What is your age?
2.What is your marital status?
3.Single
a. Separated
b. Married
c. Divorced
d. In a relationship
4.What is your ethnic background?
a. Hispanic
b. White
c. Asian
d. African American

e. Other:
5.What level of education have you received?
0- GED
1- High school
2- Some college
3- Undergraduate degree
4- Doctorate degree
5- Post Doctorate degree
6.How often do you go out?
0 - never
1- once a month
2- once a week
3 - twice a week
4- more than twice a week
7.How often do you go to bars or a setting that serve alcohol?
0- never
1- once a month
2- once a week
3- twice a week
8.How interested are you in trying new beers?
4-extremely interested
3-very interested

2-somewhat interested
1-very little interested
0-none
9.How interested are you in learning about Flying Dog?
3-very interested
0-none
10. How often do you listen to local bands?
0- never 1 2 3 4-very often
11. How willing would you be to see a local band live at Flying Dog brewery?
4- extremely willing
3- very willing
2-somewhat willing
1-very little willing
0- not at all willing
12. Which music genre do you prefer? Label 1 for most preferred through 5 for least
preferred:
a. Rock:
b. Alternative:
c. Jazz:
d. Folk/Indie:

e. Pop:
f. Rap:
g. Electronic (House Music):
h. R&B/Soul:
i. Country:
13. How much would you enjoy Flying Dog Brewery adding music events to their
promotion/product?
0- would extremely enjoy
1- would very much enjoy
2- would somewhat enjoy
3- would very little enjoy
4- would not enjoy at all
* For results of survey please review charts in the appendix
Part IV: Goals and Objectives
Goals
There are a few different goals and objectives involved in our Flying Dog campaign. The
goals, or the broader, more general outcomes that we hope to obtain as a result of our campaign
include: (1) increasing awareness of Flying Dog and (2) increasing awareness of local creativity
and talent through Flying Dog. Accomplishing these goals means that Flying Dog will get their
brand on the market and into the eyes of its publics through increasing awareness. This enables
the company to increase profits and create brand loyalty among the craft beer drinkers in
Maryland. The second goal means that Flying Dog will successfully team up with local talent to
promote music and spread individualistic expression through sponsoring various events. They

will incorporate independent and local artists as they showcase their work to the locals of
Maryland. While sponsoring these events, Flying Dog will be able to promote their product and
associate their product with the support of local talents. This will also create brand loyalty and a
positive image for Flying Dog among Maryland residents.
Objectives: Informational & Motivational
Both of these goals will be achieved through our more specific and measurable objectives.
These include four motivational objectives and one informational objective. To meet goal
number one we have three motivational objectives: (1.1) to increase sales in Maryland by 10%,
(1.2) to increase market share in the tri-state area (Maryland, Pennsylvania, Virginia) by 5%, and
(1.3) to increase sales in the tri-state area by 20%. Our objectives for meeting our second goal
include one informational objective: (2.1) to increase awareness of local bands and Flying Dog
beer and one motivational objective: (2.2) to increase Flying Dog music awareness by increasing
ticket sales by 5%.
Rank Order the Objectives. The most important objective is to increase sales in Maryland
by 10%. This is the most important because the more people that know about Flying Dog beer
(indicated by sales increase) will lead to more people knowing about the music events and
participating in local activities sponsored by Flying Dog. This is also important because an
indication of higher sales will gain more profit for the company and allow them to expand their
product even further. Second would be to increase sales in the tri-state area by 20% and equally
market share by 5%. These are important because they are getting Flying Dog’s brand out to
more potential customers and potentially allowing their product to be sold in more locations.
Getting residents of the states of Virginia and Pennsylvania to attend local, Maryland music
events will be harder due to the distance and location in which Flying Dog holds these activities

so increasing sales and market-share is more obtainable objective for the company. Third
important is to increase awareness of local bands and Flying Dog beer. This is important to the
campaign for the addition of Flying Dog music. By obtaining the other objectives we hope to be
able to have those that have learned about the product to now take one step further and learn
about other creative talent in the local areas. Lastly, increasing ticket sales by 5% is important
because this will also bring revenue to the company and allow us to see if this campaign was
more successful than other Flying Dog Music campaigns done in the past.
Part V: Strategies and Tactics
Strategies
The whole campaign is built off of “localized” strategies. The overall strategy and
concept is to connect and influence action on the local level and through social media and direct
Goal Informational Objective Motivational Objective
(1) To increase awareness of
flying dog
(1.1) To increase sales in
Maryland by 10%
(1.2) To increase market
share in the tri-state
area by 5%
(1.3) To increase sales in the
tri-state area by 20%
(2) Increase awareness of
local creativity and talent
through Flying Dog
(2.2) to increase awareness
of local bands and Fling Dog
beer
(2.2) to increase Flying Dog
Music awareness by
increasing ticket sales by 5%

client, customer interaction. A few of the tactics include: passing out flyers, building recognition
through social media, meeting with local band and bar promoters, continuous interaction with
Flying Dog’s current customer base. The campaign will also focus on the development of the
product itself, the beer. In accordance with that, the campaign will be conducting taste tests as a
way of promotion on the beer side. Publications and audio promotions on the music side, both
using their separate niches and resources to grow awareness, however through other tactics, they
will both be drawn together to develop an action off their separate influences. The use of
YouTube, Local TV, and Radio spots will also be used as important tactics, but it is important to
keep in mind it all in accordance with creating a localized campaign; building support and
awareness in the local target audience, and using that to overall grow the campaign with a grass
roots strategy to inspire participation from our target, so that they can then be used as a method
of building awareness though word of mouth and further interaction.
We chose these tactics and strategies in essence because they are in conjunction with how
people find new beer and music. Very rarely do you see craft beer advertisements, very rarely if
ever do you see music advertisements, those types of products are grown and referenced by word
of mouth and interaction. People will try beer their friends have told them were good, people will
listen to music their friends suggest, people will attend events their friends told them was fun.
The idea, if using that theory, those thoughts, focus a campaign around them, based on
interaction, thus, it created loyalty, and the participants freely market the product and the even.
Traditional and Interactive Media Channels
The campaigns strategy is focused around grass roots efforts. This is a localized
campaign; the essence is getting people to a new venue, to see a popular band, and the then try a
new beer. Our objectives will be most effectively achieved through the means listed above,

localized tactics and direct interaction, whether it be product to consumer or consumer to
consumer. However, our communication channels will be: social media (Facebook, Instagram,
YouTube, LinkedIn, Twitter, and Pinstrest). These specific mediums will be used, so already
active members (people who drink Flying Dog, or listen to the music being showcased)
are able to interact with their friends and update them on event locations, and new beer offerings;
the campaign is designed for this specific type of interaction. While our campaign will actively
focus on these areas, our tactics will be to let the people, already brand loyal, or brand
associated, help drive our objectives; the campaign will allow them to work for us, based on their
already established enjoyment of the beer, or the band being showcased. In terms of other
communication channels: We will use Radio and local TV very rarely but enough to raise
awareness or create that “oh I’ve heard about that” moment. Radio will allow us to focus on the
band that we are featuring at our event, and using local TV will allow us to try and control the
visual message formation, not advertising, but short segments of discussion about the event, for
both radio and TV. Interviews with the band are all done on local TV reaching our target
audience. Another channel of communication will be focused around a grass roots effort; setting
up tasting tests, handing out flyers, and product to consumer direct interaction. Overall, we will
focus on interacting with our target face to face, and the campaign will also use billboards and
advertisements at “information centers around town.” Local newspapers will also be used,
especially local music publications. The idea is to use traditional mediums to raise awareness,
but to use the grass roots efforts and interactions as a way to truly reach the objective of the
campaign. This is the main focal point.
Traditional Channels of Communication to be used: Radio and TV

As was previously discussed, traditional channels like radio and TV will be used. Since
this is a local campaign, locally focused, in terms of budget, there is not a lot of money for TV
and radio, but furthermore, it is not widely needed. TV and radio will be used on a promotional
basis- more to raise awareness then to create a buying reaction. The buying reaction will be
created with direction communication. But, it is understood that there needs to be a medium to
raise awareness and create buzz, or recognition and Radio and TV will do that.
Traditional Channels of Communication Advantages and disadvantages: TV and Radio
There are advantages and disadvantages to each selected medium to be used in every
campaign, and it is important for the campaign to be structured according, mainly to prevent
lopsided achievement, but to prevent failure to meet ones stated objectives. Advantages: Large
audience, direct message exposure, reaching people outside the target. The campaign believes
TV and Radio advantages and disadvantages go hand in hand. Disadvantages: There is a
possibility that the message will reach too large of an audience, that does not hold the message
being delivered because the message may not be reaching its desired target, it could still create a
buzz, and create awareness, but it will not be focused and could get drowned out. In other words:
How many people we are reaching are actually in the target, not to mention these mediums are
expensive, and time consuming.
Interactive Media Channels of Communication: Social Media (Facebook, Instagram,
LinkedIn, Twitter, YouTube)
Social media will be a staple point of this campaign. There are two relationships that need
to be fostered in order for this campaign to work. They are: Product to Consumer and Consumer
to consumer. The best and most effective way to do this is the use of social media. Social media
allows interaction, participation, and the ability to create and action through said interaction.

This campaign, like many no days will be mainly focused on creating that interaction primarily
through social media.
Interaction Media Channels of Communication: Advantages and Disadvantages
The advantages of this medium in accordance with the campaign objection are
exponential. It is the key way objectively will be effectively met. Furthermore they will only be
effectively met, if the social media aspect is executed and properly implemented. Advantages:
build momentum, establish relationships, two was communications, establish a trend, spread the
word, allow participants to bring in others. However with so much emphasis focused on social
media, there could be some disadvantages. Use of social media allows you to direct the message,
but you cannot necessarily control yet; over exposure or loss of the message is very dangerous.
Grass Roots Communication Channels: (Integration with target, flyers, face to face,
business to business promotion)
The main focus of this campaign is built on interaction. There is no better way to do this
than with a grass roots effort. Connecting with the target, targets connecting with each other.
Interaction with suppliers and promoters, leads to interaction with targets. The ability to grow the
buzz, build the momentum and create and action will be a focal point of this campaign, and the
use of flyers, face to face, business to business and other combinations of interaction all the
campaign to better achieve its objectives.
Grass Roots Communication Channels: Advantages and Disadvantages
These strategies must be effectively implemented in order for the campaign to secure its
objectives. The grass roots method allows direct interaction with the target, direct interaction
give the campaign a better chance at creating a quick and specific reaction. The disadvantages

being its requires a great deal of time, and labor, thus, people need to stay motivated and on
target, otherwise, the opposite of the desired effect could be the outcome.
Standard Channels of Communication: Bill boards, Signs, Flyers
This will certainly not be the focal point of the campaign, but what is will do is allow the
campaign to directly (flyers and signs) reach where are target audience is and create buzz and
awareness. Indirectly (Billboards) it will allow the campaign to create the buzz necessary to
inspire interaction. This part is more to support mediums that inspire the interaction of the
campaign.
Standard Channels of Communication: Advantages and Disadvantages
The advantage is that the campaign an target particular areas, in other words, the campaign
can target the “hang-outs” of our target audience, and can reach a broad audience along with the
target. The disadvantages are that it is expensive, and the message can be lost.
Gantt Chart: Flying Dog
Below is a list of our tasks for this campaign formulated into a Gantt chat. The campaign
will use this direction to insure the measurable objectives are met.
Tasks in the Campaign Starting
Date
Ending
Date
Duration Responsible
Person
Accomplished
or Not
Task 1: Make and hand out
Flyers for music festival
April 10 Continuous Continuous Claire Cianos
Task 2: Talk to local
newspapers
April 30 Continuous Continuous Jeremy Bragg
Task 3: Meet with local
music promoters
April 15 Continuous Continuous Samantha
Idelson
Task 4: Hand out/send out
surveys
April 10 May 10 1 month Jeremy Bragg,
Samantha
Idelson, Claire

Cianos, Katie
Winegar
Task 5: Contact local
musicians for events
April 30 Continuous Continuous Jeremy Bragg,
Samantha
Idelson, Claire
Cianos, Katie
Winegar
Task 6: Interview
participating bands and
Flying Dog workers
April 10 May 10 1 month Katie Winegar
Task 7:
Rent venuesfor different
music events
Samantha
Idelson, Claire
Cianos, Katie
Winegar
Task 8:
Place Promo
Add for Events in local
newspapers
April 10 Continuous Placement
every
second
week in the
month
Jeremy Bragg
Katie Wineger
Task 9:
Place interview
with band members to
and been maker to be
featured(as group) in music
and beer
magazines
April 10 Continuous Once a
month for
duration`
Clair Cianos
Sam Idelson
Task 10:
Place press releases, event
updates, and beer reviews in
online publications
April 10 Continuous continuous Jeremy Bragg
Task 11:
Blog Interviews-
with fly Dog Reps
Task 12:
Social media updates,
interaction, inspire fan
participation; frequent
uploads of beer offerings
and music samplings.
April 10 Continuous Continuous
(Daily)
JeremyBragg,
Samantha
Idelson,Claire
Cianos,Katie
Winegar

Task 13:
Continuous interaction with
participants though social
media sites
April 10 Continuous
(hourly)
Continuous Jeremy Bragg,
Samantha
Idelson, Claire
Cianos, Katie
Winegar
Task 14:
Post Billboards
Around target area
Task 15:
Flying Dog
Beer promotions before
events
April 10 Continuous Continuous Clair Cianos
Task 16:
Interaction with fans of beer
and music and local bars,
hand out free merchandise
Idelson
Task 17:
Fully create and coordinate
music events as the main
staple point ofthe campaign
Apri1
10
Continuous
(Once a
Month)
Samantha
Idelson, Claire
Cianos, Katie
Winegar
Task 18:
Create Facebook group and
Twitter feed for each event
April 10 Continous Continous Jeremy Bragg
This chart will help the campaign effectively obtain and hopefully surpass our
measurable objective. By continues promotion and interaction, in conjunction with frequent use
of tradition media to raise awareness the campaign will be able to create the buzz necessary to
get the target to attend Fly Dog Events and create an action.
Impact of Media
This campaign is all about building local support, buzz, and inspiring action. The two
actions that need to be created off of the campaign are: (1) Attend a Flying Dog (local beer and
local music event). (2) To Try Flying Dog Beer. How do we do this? We will use our mediums

in a coordinated and direct fashion to generate awareness, and then build momentum and
support, and finally, use social media to allow our message to build and carry. We will do this,
while at the same time conducting a grass roots campaign to connect and motivate action directly
will our target. To categorize them, that could be done into three distinct and separate
categories.
Building Awareness and Creating Buzz
This campaign as has been describes will be broken down into two main parts. The first
part is to build awareness. The second part is to create buzz and build interaction. In terms of
obtaining the first objective, the campaign will use traditional media. These will include the use
of bill boars, ads and or interviews in local News Papers, interviews and plug-ins on local TV
and local radio. To build awareness the campaign will also use in-depth articles on the band that
will be featured at a particular months event, or an in depth look at the Flying Dog Brewing
process that way there are two possibilities or opportunities to attract attention.
Bill boards.
Creating Action and Inspiring Participation
The second aspect of this campaign that has previously been described is the ability to
inspire interaction and create buzz. The interaction part is key, people need to talk to us, people
need to talk to the bands, the bars, but mainly, people need to talk to each other. This will be
done by posting interviews and music performances, as well as tours of the Flying Dog brewery
on YouTube, Facebook and Twitter. Facebook and Twitter will also be used to create fan
interaction, client-target interaction, and target-target interaction. Pod Casts will be used for
music sampling or interviews. LinkedIn will be used to connect targets. Pinterest and Instagram
will be used for targets to express their approval of Fly Dog and the bands, and the bars, a

support system will inspire them to post things that relates for with a good time. Blogs will be
used to showcase interviews from every side of the campaign.
Establishing Relationships, Building Support, Inspiring Action
The campaign has explained exactly how tradition media and non-traditional media will
interact to read the measurable objectives. The campaign feels it is important to create a
backbone or a safety net so to speak. The adrenaline that makes the campaign move if you will
be the emphasis places on trying to inspire action through face-to-face communication. In other
words, in addition to the two man focuses areas there is an overall arching support system; which
is the face-to-face interaction, and this insures that the other two aspects of the campaign work
effectively. All members of the campaign will “stomp the ground,” so to speak by conducting
advertising and interaction in local bars and restaurants, and at events for the music community.
They will be doing music or beer promotions or simply walking around and talking to people.
Such tasks may include visiting bars, visiting music venues, handing out flyers, or talking to the
target audience. The campaign feels that this is a clear and effective way to raise awareness,
create action. The most important part of this however, is that it offers support of the traditional
and non-traditional media channels that the campaign is using.
The Most Important Media Channels of Communication
The media that will get the most emphasis on this campaign will be the social media
aspect, because if we don’t get people talking and telling their friends in a large-scale sense, the
campaign will not meet its objectives. The emphasis for success or failure has to start there, at
the interaction within the media channels themselves. The question now becomes: How do we
get there, how do we inspire the action? Our grass roots approach, directly interacting with our

target in a standard model, will promote social media interaction from our target, so everything
in this campaign works in conjunction with one another, and builds off the other, so while social
media will be the most emphasis’s (because it has to work to achieve our objectives), the
emphasis also has to be put on the grass roots effort of the campaign.
Major Non-Media Channels of Communication: The Events
As has been described, the whole campaign is focused around getting people to these,
local beer and music events, hosted and sponsored by Flying Dog, the music and the lure of new
beer will get them there, based on the implementation of the campaign listed above; however, the
overall goal and purpose of this campaign is to get people to buy Flying Dog Beer, the campaign
is structure to get them to the events, the events is structured to meet our objections and to
inspire and action; drinking Flying Dog Beer. In terms of what the event will consists of it will
be very simple. A well organized, clearly sponsored event that has good beer, a wide variety,
good music, and a good atmosphere, everything at the event will be structured to increase
awareness of influence future purchase of Flying Dog Beer, music samples, drinking games,
taste tests, the event will be structured as a great time. In other words, if people have a great
time, they will thank Flying Dog by drinking their beer, they will also then, tell their friends, and
the group they bring to the next event will be bigger than the previous, thus, helping the
campaign accomplish their objectives. The events won’t be tremendously expensive but will be
designed and constructed as the focal point of the campaign, the only disadvantages or obstacles
so to speak will arise out of lack of planning, unforeseen events, or lack of execution, in terms of
getting people to the events.
Objectives of the Event and Event Benefits

The objectives of the events are very simple. The end game is to have the people who
attend the event associate Flying Dog with a good time. A second objective is for people to try
new beer-to try better beer. If the campaign is executed effectively, and people come to these
events and try new beer; the campaign has then opened their mind to the craft beer world rather
than the traditional American beer selections. Thus, it is not easier for the campaign to achieve
the objective of increased sales. The target will now associate two things after attended the event.
Flying Dog with a good time. Flying dog as the premier craft beer. In other words, the targets
idea of craft beer will now relate the many offerings of Flying Dog and not necessarily other
craft beers, thus increasing sales across the board. With that being said the main objective of the
event is to associate Flying Dog with a good time, and that will lead to increased sales alone.
The benefit of the events is really simple in broad context. It has the ability to get all the targets
in one place. Thus, Flying Dog has free will with the target audience for multiple hours to try to
inspire action. It allows the campaign to have their true target right there, that is a very powerful
and rare thing, and make achieving the objectives easier.
Possible Obstacles
If for some reason the use of traditional and non-tradition media fails to live up to its
objectives the events could not be full. Weather is always a concern, and while there is
tremendous upside in having all of your targets in one place, there are also a lot of variables. If
something goes wrong, if something happens, the un-expected is always a concern. Staging an
event around the premise to associate Flying Dog with a good time has tremendous upside.
However, if something happens, Flying Dog will be associated with a bad time, thus, a
restoration campaign will be needed, and that could be a tremendous problem. This issue can be
overcome by proper research planning, protocols, and implementation of back up plans. Any and

all variables should be accounted and planned for, so in the even something does happen, the
campaign has a reaction plan.
The Budget of the Events
Each event will be different. The similar costs will be for the product, the advertisements,
and the band. Local bands cost anywhere from $1,500.00-$5,000 and thus, the bigger the event
the better the band; the opposite can be true as well. The event is centered on the Flying Dog
beer, the product will be a at cost price, and the amount will vary, there will also be a reserve
stockpile in the event of an emergency, the estimated cost is $3,000-$6,000. Since the majority
of the campaign is centered around interaction that does not costs money. However, the
campaign has emphasized the need to create buzz with traditional mediums: flyers billboards,
TV and Radio ads, etc. Those will range anywhere from $3,500-$10,000. Any well planned
budget has a miscellaneous expense account, and thus, for these events it will be $3,000. In total,
we can expect each event to cost between $11,000-$35,000 depending on the size, how many
people attend, and how much people drink and participate however the campaign will be
prepared for any and all circumstances.

Part VI-A: Budget Analysis
Communication Tactic Placement Total Estimated Cost
Per Placement
Total Cost Per Tactic
Media Costs:
(1) Radio Advertisements
(gaebler.com)
(2) Magazine
Advertisements:
Feature Stories
(gaebler.com)
(1) Frederick, MD: Two stations at
$396.00 per 30 seconds x 4
(2) Baltimore, MD: Three stations
at $165.00 per 30 seconds x 4
(2.1) Baltimore Magazine:
$5,460.00 at most x 4
(2.2) Towson Times: $65 per issue
x 12 issues
(2.3) Frederick News-Post:
$100/issue x 12 issues
(1.1a) $1584.00
(1.2a) $660.00
(2.1a) $21, 840 at most
(2.2a) $780.00
(2.3a) $1,200.00
$26,064.00
Administrative Costs:
(1) Flyers (staples.com)
(1.1) 300 copied flyers at
$0.15/flyer
(1.1a) $45.00 $45.00
Communication Tactics
Budget Total:
$26,109.00
Considering that Flying Dog has never done a campaign similar to this one, there is not
much usable information from previous campaigns. The expenses listed above will be the costs

for this campaign due to the advertising efforts to deliver information for regarding Summer
Sessions to the public. As noted above, Flying Dog will feature 20 different radio advertisements
at 30 seconds a piece totaling $2,224.00 for radio advertising, according (gaebler.com). They
will also feature their news releases in three different publications totaling 28 different issues and
publications. This expense will total $23,820.00 for total publications. Finally, the last expense is
the copying of the flyers to be handed out around Maryland. With a total of 300 flyers being
places in bars and liquor stores around Maryland, it will cost $45.00 to color copy 300 flyers
(staples.com). This leaves our total budget for our communication tactics at $26, 109.00 for this
campaign. Luckily, these are the only areas that we would need to spend money for the
communication tactics. The beer is produced and provided through Flying Dog Brewery and the
bands are already booked for Summer Sessions to those expenses are already covered by our
client.
Part VI-B: Benefits Summary
Dollar Benefits
This campaign will yield many benefits that address the dollar. Ticket sales for the music
events alone will contribute to the campaign’s revenue. Furthermore, by drawing in more people
for these music events, total beer sales will increase due to the sales at each event. Not only will
beer sales increase, but Flying Dog merchandise sales will also increase due to sales at the music
events as well. Additionally, those who originally come to the events for the music have a
greater chance of being converted into regular Flying Dog Brewery customers.
Non-Dollar Benefits

By promoting local music, the campaign will better the public’s perception of Flying Dog
Brewery. It will do so by raising awareness that Flying Dog supports local arts and businesses,
which will better the brewery’s image, especially because the target audience is local. Moreover,
the advertisements tactics used in this campaign will increase awareness of the brewery. After
the advertisements attract people to the music events, word of mouth about the events and the
brewery will spread.
Cost-beneficial
Costs will be higher in the beginning of the campaign in order to spread the word.
However, the purpose of the campaign is not only to support local music and sell tickets to the
events, but also to increase Flying Dog Brewery consumer purchases. Moreover, these costs will
decrease as time passes and different advertising tactics are no longer necessary when the events
become more regular. Therefore, the campaign will prove cost-beneficial due to the increase in
revenue from ticket sales. Flying Dog Brewery purchases, as well as the entirely new consumer
base that will be drawn in.
Target Person
Nick is a 28-year old male working 5 days a week as a Physical Therapist. He makes
roughly $60,000 annually and lives with his fiancé in a two-bedroom home. They are planning
on having children but not for a few years. Nick is an innovator. He enjoys the finer things in
life- not to brag about his status, but to express his taste and personality. He enjoys keeping up
with the music scene and loves attending concerts. His social life is not lacking either. His
fiancé and him meet friends at bars and go out to dinner at least once a week. Moreover, Nick
supports local small businesses over large national corporations because he feels the service is
better and more customized for his benefit

A person like Nick would be a good person to target for the campaign. Nick could see a
flyer or hear an ad on the radio and be persuaded to attend one of the Flying Dog music nights.
He would probably be inclined to invite his friends and word of mouth about Flying Dog music
and beer would help spread news of the event through his social network
Part VII: Post Evaluation Methods
Measurement of Production
The measurement of production of this campaign will be evaluated by examining the
amount of social media, radio and television interviews, news releases, and feature stories that
were produced. For the social media aspect, the activity on LinkedIn, Twitter, and Facebook
will be analyzed. For LinkedIn, the amount of circles formed based on relationships
communicated by the campaign will be counted. For Twitter, the amount of re-tweets and
followers accumulated surrounding each event and the campaign in general will be recorded.
Furthermore, for Facebook, the amount of people that joined groups for the Flying Dog events,
likes on related posts and pages, as well as new connections will be viewed using Facebook’s
analytics tool. Using this tool, we will be able to see when and where people were talking about
Flying Dog or Flying Dog music. This can show us when there were spikes in popularity and we
can then correlate those spikes with PR tactics that were used at that time to see which strategies
were more successful.
We plan to measure the production of the various radio and television interviews s well.
The number of viewers and listeners will be recorded for this measurement. The amount of
viewers for a TV interview may be higher prior to one event as apposed to others and we can
investigate how much of an impact that may have caused. The same goes for listeners for the
radio interviews. We plan to air radio interviews during the three days prior to each event

totaling 12 different airtimes on five different stations. For the Television interviews we hope to
have at least one per event airing on the local CBS and WBAL stations.
The measurement of production from the news releases and feature stories will help us to
see which print outlets were most effective. Therefore, by analyzing the click through rates and
exposure of the news releases posted on the Flying Dog website as well as the likes and views of
the those posted on Facebook, we can see which medium was more effective. A similar
evaluation strategy can be applied to find the message exposure of feature stories via newspapers
and magazines. Which medium had the highest sales and reach- Baltimore Magazine, Frederick
News-Post or The Towson Times? A total of 30 publications throughout the summer sessions
will be included in this evaluation and an estimate of the amount of viewers from each medium
will be gathered.
Because our campaign has no set end date, the various post evaluation information should
be gathered in increments throughout the campaign directly correlating to event dates. Two
week and one week before each event, information will be collected as well as at the two-week
and four-week mark after each event. This will allow us to gain insight as to how long each
event’s buzz lasts.
The data gathered for evaluation will be researched by our campaign coordinators and
reported to our clients at Flying Dog. The only cost associated with the evaluation is the cost for
the materials used for surveys because the raffle incentives will be donated by Flying Dog.
Message Exposure
Evaluation of the message exposure of this campaign is also extremely important to
determine success rates and changes that need to be made.
Hits on the Internet

As stated before, analytics will be useful in the online evaluation process, especially to
gather statistics on click-through-rates and the timing of popularity spikes. By using analytics
trackers, we can determine what kind of traffic the Flying Dog website had as well as which
social media served as the best outlet to the website. We can also track reposts, likes, and overall
references of Flying dog and related campaign topics that occurred on Facebook throughout the
campaign. The same can be analyzed for Twitter by tracking tweets, retweets, hashtags,
followers, and favorites.
Advertising Equivalency (AVE)
We also plan to calculate the value of the message exposure throughout the campaign by
converting stories in print or on air into equivalent advertising costs. For this, we plan to
estimate the advertising costs through our total number of stories printed as well as the total
number of radio and television interviews aired during the campaign.
Requests for More Information
During the campaign we will ask for people to leave their email address and other basic
information on various sign-in sheets at events if they wish to receive Flying Dog emails and
news updates regarding music events. We plan on tracking the number of people who leave their
information at each event throughout the campaign.
Counting Attendance at Events
We will track the number of people that purchase tickets to each event. This will provide a
sign-in/email list for people to sign as they enter the event in order to increase the amount of
people that will get news on the next event.
Audience Awareness

In order to determine the campaign’s success we will need to determine if the audience
actually understood and became aware of our key messages. We plan to survey and interview
people that attended an event or is simply a Flying Dog customer that has seen our campaign.
We want to know if the audience associated Flying Dog with a good time. Do they think of craft
beer when they see a Flying Dog flyer or hear the name? Furthermore, do they associate the
brewery with music and local arts. By learning the answers to these types of questions, we can
make appropriate changes to promote certain messages more than others.
We also plan to evaluate the opinions of our Survey Monkey results prior to the events and
at the end of the Summer Sessions after a post campaign survey is distributed. We will conduct
a Day-after recall as well where we will use our event email lists to touch base with event
attendees after to hear about their experiences at the Summer Sessions.
Audience Attitudes
To evaluate the audience’s attitudes regarding Flying Dog, we plan to conduct a baseline
study. This means we will research using surveys, interviews, and our social media accounts to
study how our audience perceives Flying Dog and the local bands that Flying Dog promotes
before, during, and after the campaign. We will use raffles as an incentive for our audience to
take the surveys and participate in interviews throughout the campaigns. Each person who
participates in an interview or survey will have their name in a raffle for a gift card to flying dog
and a featured band’s album on iTunes for free. Furthermore, after receiving this final campaign
proposal, our clients at Flying Dog will find this stage of evaluation useful in fixing any potential
downfalls regarding the effectiveness of PR strategies along the way. This allows the campaign
to have a much higher chance of success.

An example of the interview questions we will ask those that have attended summer
session is as follows:
1.What is your age?
2.How did you hear about this event?
3.Had you previously heard about the band(s) that performed today/tonight?
4.Did you try any Flying Dog beers at the event? If so, was it your first time trying a Flying
Dog beer?
5.Would you come to another Summer Session?
6.Would you go to the brewery to eat and drink even if a band was not performing?
7.How do you think your experience could have been better at the summer session?
8.How likely are you to go to this band’s concert if it is not sponsored by Flying Dog?
9.Do you think of Flying Dog when you hear the following: Supporting local, Music, Food,
or Craft Beer?
10. Which of these do you associate Flying Dog with the most? Supporting local, Music,
Food, or Craft Beer?
11. Would you recommend Flying Dog or Summer Sessions to a friend?
Audience Action
Lastly, the primary goal of this campaign is to have audience action due to the campaign.
We want the audience to buy Flying Dog products whether that be craft beer, the bands’ music,
or Flying Dog gear. Our ultimate goal, as stated in our objectives, is for the sales of Flying Dog
beer to increase in the tri-state area, which can only happen through audience action. Another
type of audience action aside from purchases, is adopting an idea promoted by our campaign.
This will be measured by evaluating how many people take a liking to the local bands that we

promote. How many people wish to return to another Summer Session to hear a new band? Do
people now prefer craft beer to the regular everyday brands and do they want to try more Flying
Dog flavors? These are the types of ideas we want our audience to adopt because ultimately they
will lead to purchases and more action.
Part VIII: Implementation and Conclusion
In conclusion, our campaign has accomplished many different things. The most important
aspect of our campaign is to raise sales for Flying Dog and increase awareness of Flying Dog
Music. Through the Summer Session events at the Flying Dog Brewery, the craft beer product
sold by Flying Dog is served to a larger clientele and the artistic talent of local bands is explored.
Through TV and radio broadcasts, billboards and flyer advertisements, news releases and feature
stories, and social media involvement we have delivered the message of our campaign to the
general public and our target audience effectively in hopes to fulfill our goals. As previously
stated, our goals for the campaign are to increase awareness of Flying Dog and to increase
awareness of local bands and talent through Flying Dog. We are confident that our campaign will
fulfill both of these goals by increasing attendance at our Summer Session events from our first
event to our last event and increasing sales of Flying Dog beer in both retail and local bars.
There are many pieces of our campaign book that we would hope people would remember.
The most important is to remember that Flying Dog is focused on providing its loyal customers
with events that will help them experience the art and creativity of Maryland. Flying Dog is a
dedicated supporter of local business and art. By adding Flying Dog Music to its brand, the
company hopes to bring locals closer together and to add something special to their beer drinking
experience that shows people a good time while increasing sales. In order for this campaign to be
successful, we wish to provide people with a wonderful experience through beer and music.

For this campaign we have created many different collaterals that will be helpful to our
client. The first helpful tactics are the flyers that we have created for advertising Summer
Sessions. Taking Flying Dog’s logo and combining the information for Summer Sessions, we
created two different flyers that will be handed out during the time of execution. These will be
helpful to our client because it show the main information and goals they are achieving through
the campaign and how they will be presented to the public. Secondly, we included a news
release. The release featured in the appendix of our campaign will be included at the beginning
of Summer Sessions. This is the main information our client wants the public to know about the
events and also provides a little bit of background into their organization. Thirdly, we provided
the Survey Monkey questions that will be asked during the primary research phase of our
campaign. This helps our client because they are able to find a niche audience. By preparing
them with the survey questions and answers they are able to understand how the campaign
should target as well as what their preferences are for what needs to be included into the
campaign and changed through the Summer Sessions. Following this is the objective chart
,which outlines the objectives of our campaign that will fulfill our goals. This is one of the more
important pieces of our appendix, as it will outline what we hope to achieve in a way that we can
measure the success of our campaign in relation to our goals. Next, we have the Gantt Chart.
These are the steps of executing our campaign that are explained in a timetable. It outlines each
activity and phase of our campaign and explains who will execute them and the dates that they
will be started and completed providing our client with a timetable for the campaign. Following
the Gantt Chart we included our baseline study questions. We have included the questions that
we are using to evaluate the audience attitudes and audience actions that we are searching for
through the campaign. This will help our client understand what needs to be done during the

beginning, middle, and end phases of our campaign to effectively reach our target audience and
change their attitudes about Flying Dog as well as receive feedback of the product. Last, but not
least, we included our budget chart. Since our campaign is taking a grass-roots effect, the
majority of our advertising and communication is done in face-to-face interaction and getting
locals to start talking about Flying Dog beer. With that being said, our chart includes the few
advertising costs for our campaign and focuses on the budget of our communication tactics
giving our client a ballpark range for what it will take, financially, to get people to know about
Summer Sessions.
Lastly, we included our primary research interview. These are the questions asked to our
client before starting the campaign that that allowed us to understand everything previously
listed and form the goals and objectives for our organization. This allows our client to review
what the intentions of the campaign have been originally and relate back to them to evaluate if
the campaign has been successful.
Supplementary Materials
Executive Summary

ncipal’s Qualifications

Principal’s Qualifications
Claire Cianos’s Resume for the Campaign
QUALIFICATIONS
OBJECTIVE
To be a valuable and contributory employee to an organization and its culture
EDUCATION
 Towson University August 2010 – December
2013
Mass Communications Major/Public Relations and Integrated Communications Track
 Community College of Baltimore County-Essex August 2007 – May
2009
General Studies
HONORS AND MEMBERSHIPS
 Dean’s List – Community College of Baltimore County
 Public Relations Society of America
 Habitat for Humanity
RELATED COURSE WORK
Towson University
 Introduction to Mass Communications  Communication Theory
 Principles in Advertising  Organizational Communication
 Principles in Public Relations  Persuasion and Rhetorical Criticism
 Newswriting and Public Relations
Writing
 Educational Psychology
 Introduction to Electronic Media and
Film
 Media Law
 Mass Communication Research
Community College of Baltimore County
 Fundamentals of Speech Communication
 Principles of Hospitality Management
 English and Creative Writing
RELATED WORK EXPERIENCE
 Habitat for Humanity August 2013- September 2013
 Will travel to Anchorage, Alaska to build homes for families in need of shelter

 Will expand networks in communications as well photography skills
 Miss Shirley’s Café – Server August 2012 - Present
 Fine dining table service
 Gained experience with a higher volume, fast-paced environment
 The Falls Mt. Washington - Server March 2010 – October
2011
 Provided customer service through serving tables and bartending
 Responsible for opening and closing restaurant
 Panera Bread – Associate Trainer September 2007 – March
2010
 Certified to train new employees
 Prepared and expedited on food line
 Notre Dame of Maryland University – Intern August 2006 – May 2007
 Planned and organized student events for Student Organizations
 Responsible for designing advertisements for events
 Managed Student Organizations’ budgets
 Established and maintained relationships with various vendors and other colleges
 Padonia Park Country Club – Event Staff June 2004 – October 2005
 Set-up and broke-down event equipment
 Served food and beverages during on-campus events
 Provided customer service and established relationships with potential clients
Katie Winegar’s Resume for the Campaign
QUALIFICATIONS
As an intern for Common Wealth Public Relations, I have had the pleasure of working with
Flying Dog Brewery for past events. My experience with them involving not only helping in
planning the events, but also flyering throughout Baltimore has allowed me to see all aspects that
go into a campaign. This among working retail for the past six years with customer service
experience makes me extremely qualified for the task at hand. Moreover, my inside knowledge
of Flying Dog gives me a sense of their ethics, personality, and how they chose to conduct their
business.
EXPERIENCE
Common Wealth Public Relations January 2012- Present
 Plan events for Flying Dog Brewery
 Find sponsors for The All Good Festival
 General office work and organization, implementing social media, organizing the street
team
Towson University September 2011 - Present

 Call center associate responsible for answering phones, customer assistants, looking up
account information, and guiding customers with needs, questions, and responsibilities
Tuesday Morning July 2012 - Present
 Customer service sales associate responsible for set up and clean up
 Front-end cashier
 Inventory handling
Dorney Park May 2011- August 2011
 Sales support representative
 Resonibilities include processing and fulfillment of pre-paid group sales, in-house event
planning, general office and administrative duties such as answering calls, taking ticket
orders, filing, information requests, monitoring of picnic area
 Conduct random surveys of park guests for marketing research
EDUCATION
Towson University: Towson, MD September 2010- Present
Bachelor of Fine Arts in Mass Communication
Expected Graduation December 20133
 Dual track in Advertising and Public Relations
 Cumulative GPA- 3.31; Major GPA – 3.1
 Relevant Cources: PR Writing, Advertising Media Planning, Strategic PR, Advertising
Copywriting, Organizational Communication, Electronic Media and Film
SKILLS
 Excellent administrative, computer, oral and writing skills (Miscrosoft Word, Power
Point, and Excel)
 Personable/ Congenial
 Customer Service
 Reliable and Responsible

Jeremy Bragg’s Resume for the Campaign
Objective
To become a valued contributor at stable and viable company.
Summary of Qualifications
 Over four years of in-home sales experience, including management, recruiting and
training positions.
 Proven ability to train new team members, in any field of work.
 Great communicator, written or face to face.
 Great leadership qualities.
 Superior people skills.
 Possesses outstanding ability to reduce costs, increase revenue, and create repeat
business.
 Ability to mass market effectively within cost parameters, as well as create referral
based business models.
 Experienced leader, with proven leadership and management background,
encompassing the ability to solve problems by offering team focused solutions.
Employment History
Bar-back-Bartender
August 2009-Current The An Potin Still, Lutherville, Maryland
 Became head barback after five months.
 Prepare bar for nightly business, maintain bar throughout the night.
 Multi tasking, problem solving, working with others.
 Interaction with customers, relationship building.
 Create new cocktails, and advise on new product offerings.
 Manage liquor inventory and daily sales numbers.
 Other Responsibilities:
Frequent consultations with ownership group to structure the future of the business and make cost effective
improvements, and growth based products and services.

Salesmen/ Marketing Manger
January 2008- May 2009 Homefix, Towson, MD
 To generate (one night “close” sales) in the home improvement industry
 Maintained a %35 percent closing average, $650,000+ inbusiness.
 To recruit, and train; new marketing representatives to generate leads.
 Manage marketing and lead generation department recruitment.
Consultant
May 2009-August 2009 Kirby Vacuum, Baltimore, MD
 Hired by regional distributors to train salesmen.
 Offer advice on how to improve sales.
 Train mangers to increase business.
DealerPower Specialist
December 2008-May 2009 JRB Enterprises Kirby Vacuum, Hanover, MD
 Recruit, interview, and train new salesmen.
 Maintain sales staff.
 Motivate sales staff and run morning meetings.
 Increase closing average of current salesmen’s.
 Motivate and inspire sales team.
Team Leader
October 2006-December 2008 BraggEnterprises Kirby Vacuum, Halethorpe, MD
 Maintain Sales staff, train for future management.
 Meet or exceed in field sales quotas.
 Generated $500,000+ business, Maintained a %50 closing average.
 Trained and promoted 12 new managers.
 Ranked top 5 in the region, top 50 in the United Sates, top 200 in the world for Team Leader sales.
 Averaged between 35-60 sales per month with 4 salesmen.
 Scouted and marketed sales territories: all sales calls were generated door-to-door, or on a referral
system.
 Prepare monthly reports on sales staff.
Dealer (salesmen)
May 2006-October 2006BraggEnterprises Kirby Vacuum, Halethorpe, MD
 Generate sales leads, sell product through in-home demonstrations.

 Produce same-day“closes” for all sales calls.
 Maintained a %50 percent same day close statistic.
 Number one salesperson in the United States: June, and July 2006.
 Sold 200+ units in 6 months.
 Maintain customer relations, less than %1 percent complaint average.
 Awarded Regional salesmen of the month three times.
Samantha Idelson’s Resume for the Campaign
Qualifications
My experience with multimedia advertising, visual merchandising, and retail sales will help
Flying Dog to advertise for the Summer Sessions as well as increase sales on both merchandise
and beer at the events. Moreover, my PR internship at Ann Taylor, where I planned monthly
client outreach events, has prepared me to be an asset when implement the strategies for Flying
Dog’s music events. Lastly, my knowledge of various design software allows me to develop
flyers and other print PR elements needed throughout this campaign.
EXPERIENCE
Freelance Production Assistant September 2012 – Present
 AKQA- GE “Social Food Fight” Web content
 GBMC “Red Carpet” :30TV
 AKQU- USPS corporate content
Butler Film Intern and Production Assistant May 2012 – September 2012
 Office PA: Office work, implemented social media strategies, crew calls, purchases and
returns, basic aid for pre-production through post production
 Production Assistant on shoots directed by David Butler:
- Shentel Wireless “Little Man” :30TV - CCBC “See What You Can Be”
:30TV
- Investigation Discovery “Happily Never After” :30TV - Ferguson “How’d You Make This”
:30TV (Office PA)
Michael Kors Sales Associate (Seasonal) November 2011 –
January 2013
Ann Taylor Annapolis Intern: Head of PR May 2011 –
September 2011
 Plan events for each month, pitch ideas, brainstorm

EDUCATION
Towson University: Towson, MD September 2010 –
Present
Bachelor of Science in Mass Communication Expected
Graduation – May 2013
 Dual Track in Advertising and PR with Minor in Electronic Media and Film
 Cumulative G.P.A. – 3.5 Major G.P.A. – 3.4
 Relevant Courses: Media Producer, Film and Media Production, Digital Filmmaking,
Electronic Media and Film, Graphic Design, Digital Sketchbook, Social Media Strategy,
Advertising Campaigns, Advertising Copyrighting, Advertising Media Planning, Strategic
PR , PR Writing, Mass Communication Research, Fundamental Speech Communication
Italian International Institute Lorenzo de Medici: Florence, Italy January 2012
– May 2012
SKILLS
Final Cut Pro Photoshop Celtx
IMovie InDesign Simian V2
JVC HD Cam Microsoft Office Social Media (Twitter, Facebook, Blogger, etc.)

Bibliography
Bobbitt, R., & Sullivan, R. (2009). Developing the public relations campaign. Boston, MA:
Pearson Education Inc.
Gaebler Resources for Entrepreneurs: Radio Advertising Costs in Maryland (May 2013).
Retrieved from http://www.gaebler.com/Radio-Advertising-in-Maryland
(n.d.) Copying and Printing. Retrieved from http://www.staples.com/sbd/content/copyandprint/
copiesanddocuments.html?cid=PS:GS:CP:CP:E:28:12125:staples_copy_center
(n.d.). Flying Dog Sales. Retrieved from http://flyingdogales.com/.

Appendices
Index:
I. Flyers
II. News Release and Press Release
III. Survey Monkey Survey Example
IV. Objective Chart
V. Gant Chart
VI. Baseline Interview Example Questions
VII. Budget Breakdown
VIII. ResearchConducted
A. Primary ResearchInterview
B. Survey Monkey Results (Graphs)

I. Flyers
These two flyers will be used to spread the word about Flying Dog’s Music events. They
will serve as a form of advertising to our audience. Flyers are an effective strategy because our
audience is local and Flyers are cost-efficient resources that can be distributed locally and placed
effectively to reach our audience.

II. News Release
Flying Dog Corporation
4607 Wedgewood Blvd., Frederick, MD 21703

Contact: Claire Cianos, Samantha Idelson, Kathryn Winegar, Jeremey Bragg
443-473-3447
Cciano1@students.towson.edu, ktwinegar@gmail.com, jbragg2@students.towson.edu,
sidels1@students.towson.edu
May 9, 2012, 9:00AM
“Good People Listen to Good Music”: Flying Dog Kicks off Summer with the Addition of
Live Music Events
(Frederick, MD) – “Good People Drink Good Beer” is no longer the only claim Flying Dog can
make about their rapidly growing craft beer corporation. Starting May 25, 2013, Flying Dog will
kick off summer with a concert series featuring live music events. The first event of Summer
Series will take place at the brewery located in Frederick, MD from 5:30PM to 9:00PM. Tickets
will be on sale at flyingdogtix.com starting April 20, 2013.
Flying Dog is dedicated to supporting local artists and to bringing people together through their
creative craft beer selections. In an effort to show their appreciation for the loyalty of their
customers they are bringing art and music together and introducing their new brews to give
Maryland a summer of unforgettable events. Flying Dog will host one event a month through
May, June, July, and August. They will feature many new local bands and show off the talents of
our local artists while providing you with new and refreshing brews along the way.

Interested in getting started early? Come show your support at their Support Local Night event
taking place on April 27, 2013 from 6:00M to 9:00PM. This is a preview to their Summer Series
and will showcase the band Calisus and many of Flying Dog’s new brews. Come out and
experience something new so we can continue serving “good beer to good people!”
###
Background
Flying Dog was created in 1990 by George Stranahan who founded the Brewpub in Aspen,
Colorado. In 1994, Flying Dog moved to Frederick, Maryland where it resides today. Flying Dog
offers ten brews a year and eleven when they are featuring limited release brews. The brewery
can toured every Thursday and Friday at 4pm and 6:30pm and Saturday at 12pm and 2:30pm
Press Release
Flying Dog Brewery AnnouncingLocal Beer, Local Music Events
Fredrick, Maryland,May 10, 2013: Flying Dog Brewery is proud to announcetheir next major local
campaign. From the brewery whotransformed beerinto an art form,Flying Dog is now reaching out
to the local music and bar community tohost Flying Dog sponsoredmusic events.
From the company who revolutionized the craft beer industry, is now poised to bring the craft
beer consumer another modern and innovative idea; pair their beer art form, with the musical art
form. Flying Dog is proud to announce: Local Beer and Local Music nights to be hosted around
the state of Maryland.

“You look at our beer labels and you just think, art. Then you take a sip, and the label just makes
sense. The brand is art, and what better way to promote our beer art form, with the musical art
form. Having Flying Dog host local music events at local pubs just makes sense to us. These
things are going to be a lot of fun.” Said George Stranahan, founder of Flying Dog Brewery.
Over the next couple of months Flying Dog Brewery will being launching their paring of local
beer and local music, bringing them together for widely entertaining and fun monthly events.
Each month a local pub in the state of Maryland will be selected by the brewery to host a Flying
Dog event. In conjunction with the pub selection, local bands from the area will showcase their
musical art form at these Flying Dog events, forever connecting Flying Dog’s craft beer selection
with original and local musicians.
Flying Dog will select, and work with the pubs and musicians they feel best represent true art, in
its most simplistic form. Anyone over the age of 21 is welcome to attend these events, and
sample the many selections of craft beer Flying Dog has to offer. Beer selections will be
consistent with the style of the pub hosting the event, and the genre of music being showcased at
the event.
People interested in attending these events will be able to find information regarding location,
bands, and beer offerings throughout social media, such as: Facebook, and Twitter
(#localbeerlocalmusic). Information about the events will be posted on all participates websites,
and social media sites. The company is strongly encouraging interaction between pubs, bands,
participants, and the brewery themselves. Their goal is to get everyone who loves beer and music
connected.

“These things are going to be a blast. To get a bunch of good people, listening to good music,
drinking good beer, there’s just not much more people could ask for. They are going to be a lot
of fun, and people get to try new things, isn’t that what life is about?” Said Stranahan when
asked how these events will relate to how Flying Dog represents itself as a company.
George Stranahan founded Flying Dog Brewery in 1990, with his good friend Richard McIntyre.
Originally located in Denver, Colorado, the pair moved their operation to Fredrick, Maryland in
1994.
*Venues, musicians, and entry fees subject to change without notice. All participants must be 21
years of age or older.
III. Survey Monkey Example Survey
20. Are you brand loyal in your beer choice(s)? If so, which beer?
21. What would you consider craft beer to be?
22. Do you drink craft beer?
23. If so, what is it about craft beers that bring you back to drinking them?
24. What type beer do you drink most frequently? At home? At a bar? At a restaurant? At a
party?
25. Why do you choose these beers for the different locations mentioned?
26. How often do you try new beers?
27. What do you know about Flying Dog?
28. If so, how have you heard about it?
29. Do you prefer draft or bottle? Why?

30. How often do you drink beer?
31. In what setting/environment are you more likely to try new beer?
32. How often do you go out to bars?
33. When you do, do you prefer live music?
34. What type of music do you prefer?
35. Have you ever attended any festivals or events where Flying Dog was served? If so, what
was your experience?
36. How did you like these events? Why?
37. If so, would you go again?
38. What would you bring back from these events? What would you like to see again?
The quantitative research involved will include the following survey questions:
14. What is your age?
15. What is your marital status?
16. Single
a. Separated
b. Married
c. Divorced
d. In a relationship
17. What is your ethnic background?
a. Hispanic
b. White
c. Asian
d. African American

e. Other:
18. What level of education have you received?
0- GED
1- High school
2- Some college
3- Undergraduate degree
4- Doctorate degree
5- Post Doctorate degree
19. How often do you go out?
0 - never
1- once a month
2- once a week
3 - twice a week
20. How often do you go to bars or a setting that serve alcohol?
0- never
1- once a month
2- once a week
3- twice a week
21. How interested are you in trying new beers?
3-very interested

0-none
22. How interested are you in learning about Flying Dog?
3-very interested
0-none
23. How often do you listen to local bands?
0- never 1 2 3 4-very often
24. How willing would you be to see a local band live at Flying Dog brewery?
4- extremely willing
3- very willing
2-somewhat willing
1-very little willing
0- not at all willing
25. Which music genre do you prefer? Label 1 for most preferred through 5 for least
preferred:
a. Rock:
b. Alternative:
c. Jazz:
d. Folk/Indie:

e. Pop:
f. Rap:
g. Electronic (House Music):
h. R&B/Soul:
i. Country:
26. How much would you enjoy Flying Dog Brewery adding music events to their
promotion/product?
0- would extremely enjoy
1- would very much enjoy
2- would somewhat enjoy
3- would very little enjoy
4- would not enjoy at all
IV. Objective Chart
Goal Informational Objective Motivational Objective
(3) To increase awareness of
flying dog
(1.4) To increase sales in
Maryland by 10%
(1.5) To increase market
share in the tri-state
area by 5%
(1.6) To increase sales in the
tri-state area by 20%
(4) Increase awareness of (2.2) to increase awareness of (2.2) to increase Flying Dog

V. Gant Chart
Tasks in the Campaign Starting
Date
Ending
Date
Duration Responsible
Person
Accomplished
or Not
Task 1: Make and hand out
Flyers for music festival
April 10 Continuous Continuous Claire Cianos
Task 2: Talk to local
newspapers
Task 3: Meet with local
music promoters
Idelson
Task 4: Hand out/send out
surveys
April 10 May 10 1 month Jeremy Bragg,
Samantha
Idelson, Claire
Cianos, Katie
Winegar
Task 5: Contact local
musicians for events
Samantha
Idelson, Claire
Cianos, Katie
Winegar
Task 6: Interview
participating bands and
Flying Dog workers
April 10 May 10 1 month Katie Winegar
Task 7:
Rent venuesfor different
music events
Samantha
Idelson, Claire
Cianos, Katie
Winegar
local creativity and talent
through Flying Dog
local bands and Fling
Dog beer
Music awareness by
increasing ticket sales
by 5%

Task 8:
Place Promo
Add for Events in local
newspapers
April 10 Continuous Placement
every
second
week in the
month
Jeremy Bragg
Katie Wineger
Task 9:
Place interview
with band members to
and been maker to be
featured(as group) in music
and beer
magazines
April 10 Continuous Once a
month for
duration`
Clair Cianos
Sam Idelson
Task 10:
Place press releases, event
updates, and beer reviews in
online publications
April 10 Continuous continuous Jeremy Bragg
Task 11:
Blog Interviews-
with fly Dog Reps
Task 12:
Social media updates,
interaction, inspire fan
participation; frequent
uploads of beer offerings
and music samplings.
April 10 Continuous Continuous
(Daily)
JeremyBragg,
Samantha
Idelson,Claire
Cianos,Katie
Winegar
Task 13:
Continuous interaction with
participants though social
media sites
April 10 Continuous
(hourly)
Samantha
Idelson, Claire
Cianos, Katie
Winegar
Task 14:
Post Billboards
Around target area
Task 15:
Flying Dog
Beer promotions before
events
April 10 Continuous Continuous Clair Cianos
Task 16:
Interaction with fans of beer
and music and local bars,
hand out free merchandise
Idelson

Task 17:
Fully create and coordinate
music events as the main
staple point ofthe campaign
Apri1
10
Continuous
(Once a
Month)
Samantha
Idelson, Claire
Cianos, Katie
Winegar
Task 18:
Create Facebook group and
Twitter feed for each event
April 10 Continous Continous Jeremy Bragg
VI. Baseline Study Interview Questions
1. What is your age?
2.How did you hear about this event?
3.Had you previously heard about the band(s) that performed today/tonight?
4.Did you try any Flying Dog beers at the event? If so, was it your first time trying a Flying
Dog beer?
5.Would you come to another Summer Session?
6.Would you go to the brewery to eat and drink even if a band was not performing?
7.How do you think your experience could have been better at the summer session?
8.How likely are you to go to this band’s concert if it is not sponsored by Flying Dog?
9.Do you think of Flying Dog when you hear the following: Supporting local, Music, Food,
or Craft Beer?
10. Which of these do you associate Flying Dog with the most? Supporting local, Music,
Food, or Craft Beer?
11. Would you recommend Flying Dog or Summer Sessions to a friend?
VI. Budget Breakdown
Communication Tactic Placement Total Estimated Cost Total Cost Per Tactic

Per Placement
Media Costs:
(1)Radio Advertisements
(gebler.com)
(2) Magazine
Advertisements: Feature
Stories
(gabler.com)
(1)Frederick, MD: Two stations
(2)Baltimore, MD: Three stations
(2.1) Baltimore Magazine:
$5,460.00 at most x 4
(2.2) Towson Times: $65 per
issue x 12 issues
(2.3) Frederick News-Post:
$100/issue x 12 issues
(1.1a) $1584.00
(1.2a) $660.00
(2.1a) $21, 840 at most
(2.2a) $780.00
(2.3a) $1,200.00
$26,064.00
Administrative Costs:
(1) Flyers (staples.com)
(1.1) 300 copied flyers at
$0.15/flyer
(1.1a) $45.00 $45.00
Communication Tactics
Budget Total:
$26,109.00
VIII. ResearchConducted
A. Primary ResearchInterview
Our client interview was conducted with Katie Winegar and Chip Watkins, the PR
representative, or “marketing mercenary” over at Flying Dog Brewery. This interview was
conducted on March 1, 2013. It went as followed:

Katie (K): What exactly is Flying Dog Music?
Chip (C): Flying Dog Music is a service that Flying Dog Brewery will provide support and
sponsorship to support local artists. We will create our very own Flying Dog CDs that feature
local artists and use our events to promote them. We will chose a roster of artists and music
people that epitomize our ethic.
K: What is the goal for Flying Dog Music?
C: It is our hope that Flying Dog Music will strengthen our commitment in supporting local
creativity.
K: What would you like to see come out of this campaign?
C: We hope to work in multiple capacities with the different partners to help further the music
scene in our markets.
K: How do you view your brand?
C: Flying Dog has always made it their mission to be a leading local sponsor, supporter, and
presenter of the Arts. We embrace the size of our brewery, which allows us to be seen as leaders
and can use our success to “give back” to the same art communities we want to support us. Plus,
we’re sell kick ass beer.

K: What would you say are the overall ethics and philosophy of Flying Dog?
C: At Flying Dog, we truly view brewing beer as an art form. From our founder’s roots in
photography and literature, to Hunter’s love of life and Gonzo journalism, to Ralph’s iconic and
offensive art – art in the broadest sense of the term has always been a big part of who we are as a
company. We support anyone who has the courage to express themselves in the face of criticism
and humiliation. Beer is our passion, and it’s our expression of art at Flying Dog.
B. Survey Monkey Results (Graphs)

FINAL FLYING DOG BOOK!

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