YELLOW SPRINGS BREWERY

Multi-Channel Launch Strategy

Objective

Support the opening of a new Columbus taproom with a cohesive marketing and storytelling strategy that connected three distinct locations under one brand.

Challenges

Confusion from customers about the two existing locations.

Difficult to navigate website was not helping to tell the brand story, provide info on events and locations.

Challenges with events location: bookings, generating awareness and interest, telling the story about the private venue and special fermentation space.

Approach

Directed the redesign of the website to improve story, navigation, event visibility and brand cohesion.

Built a social content strategy that highlighted community stories, behind-the-scenes brewing and location-specific experiences.

Managed a social media specialist and coordinated with photographers and partners to maintain consistent visual direction.

Used analytics (Google Analytics, Meta Insights, Squarespace) to refine messaging and timing.

Our Oktoberfest 2024 campaign centered around artistry and celebration. We partnered with Jon Bryan Community Pottery’s Studio Director Meg Smallwood to have special edition Oktoberfest steins made for sale at the event. We shared Behind the Scenes content around the creation of the steins to share the artistry and value leading up to the event. We also produced a photoshoot with our Master of Ceremonies, Elliot Cromer, to highlight the event, the custom Steins, the Smales Pretzels that will be sold and to generate excitement.

The money raised from the steins helped John Bryan Community Pottery with much needed kiln repairs and upgrades to continue their pottery education mission. Our efforts resulted in the most attended and highest grossing Oktoberfest in the brewery’s history!

A new partnership with the Dayton Dragons stadium required new imagery and messaging for digital boards stadium-wide, pulling together footage and copy for the Dragons team to create a commercial spot for us and redesigning for the Yellow Springs Brewery experience at the outfield draft house silo.

Outcomes

  • Increased engagement across social channels through community-focused content.

  • Improved clarity and discoverability of events across all locations.

  • Strengthened brand presence in a new market through partnerships with WYSO, Dayton Dragons, and local nonprofits.