BrandMill’s marketing partnership with Pittsburgh Brewing Company (brewers of Iron City Beer) helped earn the iconic brand its first Marketer of the Year Award (Consumer Products) from the Pittsburgh American Marketing Association. In BrandMill’s 11-year history, the Pittsburgh marketing firm has earned four Marketer of the Year and one Grand Marketer of the Year Award (performance-based) for its clients!
BUILD TRUST, IMPROVE PRODUCT AND INNOVATE
For the past decade and more, Pittsburgh Brewing Company has undergone multiple ownership changes, bankruptcy and moved its brewing operations 60 miles outside of Pittsburgh to City Brewing in Latrobe, PA generating a ton of negative feelings and record low sales over many years for this historic Pittsburgh based brand established in 1861.
However, new Pittsburgh Brewing CEO Brian Walsh felt the time was right to drive favorable awareness about the brand because through his team’s hard work, relationships had been positively re- established with its wholesaler and distributor networks (10+ new sales people on the street vs. 1-2 over the past few years); the new contracted brewery operator was producing a higher quality consistent product (due to more modern equipment); relationships with Pittsburgh’s sports teams (Pirates, Steelers, Penguins) had been reignited and the brand was about to launch a new “craft” line under the name of Block House Brewing.
MARKETING COMMUNICATIONS STRATEGY
With a low, limited budget, BrandMill was charged to create a low cost/high impact “WOW” Communications Strategy to excite the media and regional beer drinkers and to show that Pittsburgh Brewing was here to stay and getting better. Pittsburgh Brewing wanted to demonstrate (offer proof) to its customers and prospective/lapsed customers that they should be proud to know that the brand was back to its exciting innovative times and wanted to re-earn its trust as the favorite beer of Pittsburgh Nation. One press announcement would not suffice and a flurry of media executions was required.
THE FOUNDATIONAL IDEA – PITTSBURGH BREWING COMPANY’S PRESS KIT PLATFORM
BrandMill decided that Pittsburgh Brewing needed a “Press Kit Platform” to communicate and integrate its multiple messages and created a low cost 4X-hit Press Kit Platform. All targeted Pittsburgh Regional Media would receive low cost/high impact (size, color, content) press kits (4x – repeatedly – over 4 consecutive months) to guarantee readership, interest, curiosity, follow-up and coverage.