Northern Brewer is one of my longest-running clients. I’ve provided strategic marketing, branding, content and design consulting services to the senior leadership team since 2010, first on a project basis, then full-time.

HIGHLIGHTS:

  • Drove Northern Brewer to become the #1 homebrew supplier in the country, through a genuine, kick-ass brand identity, voice and social presence, which more than doubled the brand reach and size of the audience.

  • Broadened the mass appeal of homebrewing by telling the story of lifestyle and pride of craftsmanship at Northern Brewer and Midwest Supplies, instead of marketing niche know-how, ingredients and gear.

  • Once AB Inbev-backed ZX Ventures purchased Northern Brewer, guided critical messaging and engagement strategies to regain trust of community and retain market share.

EXPLORE MY WORK
Product Development: White House Beer Kit
Product Development: White House Beer Kit

When I read about beer being brewed in the White House during the Obama administration, I pitched the idea of developing a clone recipe kit. The launch was perfectly timed and media outlets picked up the kit as part of their coverage of the White House beer story. That gave the kit and the company a huge boost, putting Northern Brewer on the map as a leader in homebrewing. Concept, Pitch, Merchandising, Marketing, Copy.

Prospecting Campaign
Prospecting Campaign

1/3 Examples of Paid Social Media Campaigns designed to amplify brand awareness and reach beyond the die-hard homebrewing realm. Concept, Design, Copy, Persona Analysis, Audience Management. RESULT: 2-3.75% ROAS.

Prospecting Campaign
Prospecting Campaign

2/3 Examples of Paid Social Media Campaigns designed to amplify brand awareness and reach beyond the die-hard homebrewing realm. Concept, Design, Copy, Persona Analysis, Audience Management. RESULT: 2-3.75% ROAS.

Reactivation Campaign
Reactivation Campaign

3/3 Examples of Paid Social Media Campaigns designed to amplify brand awareness and reach beyond the die-hard homebrewing realm. Concept, Design, Copy, Audience Management, Spend. RESULT: 3.5% ROAS

Master Vintner 2016 Limited Edition Wine Launch

This event launched the first-ever Master Vintner Limited Edition Wine Kit Collection, a preopriety line I helped concept and develop to compete with a long-running Restricted Quantities line. I drove the Marketing, Branding, Event Planning, Talent Management and Publicity for the launch party. The line outsold competing RQ kits by over 10:1.

Box of Awesome Branding
Box of Awesome Branding

To help personalize both the homebrewing experience and the exceptional support Northern Brewmasters provide, I developed the Box of Awsome concept — a sticker added to every shipment, signed by the brewmaster who packed it. RESULT: Brewers loved it, shared it and further amplified Northern’s reputation for the best service in the industry. Concept, Branding, Marketing, Copy, Social.

New Year. New Brew.

This is one example of the Social Media strategy I developed and executed to boost brand awareness/engagement through sticky, shareable content featuring user-generated material. Through a steady stream of expert advice, insider scoops, live-streamed events and general beer geekery, we doubled the audience in under two years. Brainstorming, Content Calendar, Copy, Photography, Contests, Giveaways, Social Sharing, Influencer Partnerships.

Beer Kit Positioning
Beer Kit Positioning

My favorite part of the job is coming up with stories and positioning behind the beer kits we develop. Fruit Bazooka is one particularly juicy example. Its name came from a customer comment during a tasting event I streamed on Facebook Live. Concept, Copy, Marketing.