DISCLAIMER

THE FOLLOWING DOCUMENT CONTAINS

I N F O R M AT I O N T H AT I S M A D E U P F O R
EDUCATIONAL PURPOSES. THIS WAS CREATED
FOR A STRATEGIC COMMUNICATIONS CLASS AT
MIAMI UNIVERSITY AT WHICH I WAS A STUDENT.

Meraki

PUBLIC RELATIONS
AGENCY
Public Relations with a touch of love
Meraki PR was founded with the purpose of bringing our clients a service that goes
above and beyond what is required. We believe that when you put a little extra into
your work the results truly demonstrate the difference. Our name comes from the
Greek word meraki meaning to do something with soul, creativity, or love.
Our PR team strongly upholds the idea that you should always put something of
yourself into the work youre doing.

MEET OUR TEAM

KELSEY MCCREADY

R A C H E L

S A R A H

O R D W A Y

B U O P

M I S S Y

K A T H A R I N E

D U N N

S I W I K

O L I V I A

K A T I E

M E R L I N

E A G L E

MADTREE|3

O F

C O NT E NT S
EXECUTIVE SUMMARY ..............................................................................................................................4
RESEARCH.................................................................................................................................................5
KEY FINDINGS..........................................................................................................................................6
GOALS|OBJECTIVES..................................................................................................................................7
PUBLICS....................................................................................................................................................8
STRATEGIES|KEY MESSAGES....................................................................................................................9
TACTICS...................................................................................................................................................10
TIMELINE................................................................................................................................................11
BUDGET..................................................................................................................................................12
EVALUATION............................................................................................................................................13
APPENDIX|NEWS RELEASES.................................................................................................................14
APPENDIX|FACT SHEETS.......................................................................................................................26
APPENDIX|BACKGROUNDERS................................................................................................................28
APPENDIX|SURVEYS..............................................................................................................................32
APPENDIX|GRAPHICS............................................................................................................................34
APPENDIX|BUDGET...............................................................................................................................39
APPENDIX|TIMELINES...........................................................................................................................40
APPENDIX|SOCIAL MEDIA.....................................................................................................................42
APPENDIX|SWAG..................................................................................................................................43

E X E C UT I V E
S U M MA RY
Craft beer is one of todays fastest growing hobbies. While
the craft beer industry is currently small, in the past 5 years
there has been a huge increase in growth.
Research has shown that while overall beer sales are down
by 2 percent, craft beers are seeing an 18 percent increase.
Slowly, but surely craft beer is dominating the industry. One
of the most predominate locations for craft beer in Ohio is
Cincinnati.
With its central location, abundance of young professionals,
and access to the surrounding area Cincinnati, Ohio is the
perfect place for a craft beer brewery.
After beginning a small beer of the week club founders
Kenny, Brady , and Jeff gave birth to what is now MadTree
Brewing Company. The brewery creates and distributes their
unique and individualized beers all over the tri-state area.
MadTrees tap room serves as the perfect space to for young
professionals to satisfy their craft beer cravings. What truly
sets Mad Tree apart from other local and big time breweries
is their commitment to excellent taste as well as innovation.
Though Mad Tree has much to offer young professionals, it is
evident that the target udience is not being reached. Often, on any given day, families can be found in the tap room.
Though Mad Tree welcomes the business, we want to develop
the atmosphere to cater to the target audience.
We have developed a campaign to connect Mad Trees current
image with their desired target market and communicate the
superior quality of their flavorful beers.

MADTREE|5

RESEARCH
P R I M A R Y
-Conducted a paper survey for MadTree of 250
patrons to gather feedback about their
experience. Surveys were distributed and
collected at MadTree.
-Conducted an online survey to those in the
Cincinnati area to gather feedback about their
drinking habits, preferences and MadTree
awareness.
-Conducted a direct mail survey to the 500
residents in the Cincinnati area to gather
feedback about drinking habits, preferences and
brand recognition.

S E C O N D A R Y
-Gathered information from the US Census
Bureau to collect information regarding
demographics in Cincinnati.
-Gathered information about MadTrees
products, services and history from the
MadTree website.
-Used Craft Brewing Business website to gather
information about the demographics and
preferences of craft beer drinkers.
-Used information obtained from MadTrees
Twiter, Facebook, UrbanSpoon and Instagram.
-Used reviews obtained from UrbanSpoon and
Yelp.com to further understand the MadTree
customer.

[ ][ ][ ][ ]
S T R E N G T H S

W E A K N E S S E S

O P P O RT U N I T I E S

T H R E A T S

- Well perceieved on a
local level
-Creative
-Strong social media
presence
-Named the #6 brewery in
Ohio by impulcity.com

- Strange hours (4 pm-10

pm)
-Not located in OTR
-Location is dangerous at
night
-No kitchen for their
customers
-Not enough parking for
customers

-Tri-State expansion
-Flavor expansion
-Adding a cafe/more food
offerings to customers
-Expanding their current
location
-Expand onto local
college campuses

-Several other craft breweries in Cincy

-Rhinegeist has a larger
space
-Rivertown Brewery
-Listerman Brewery sells
beer-making products

MADTREE|6

K E Y
FINDINGS
-Craft beers have found a way to appeal to 49 percent of Millennials and 40 percent of
Gen Xers, but just 29 percent of Baby Boomers and 22 percent of Swing Generation/
World War
-Consumers who were of legal drinking age in 2012 are most likely to report increased
consumption of beer (14 percent), which includes 7 percent of respondents who are
drinking more craft beer in 2013 compared to 2012
-Currently there are 35,833 out of 142,672 males between the ages of 21-35 living in
Cincinnati
-There are 38,015 out of 154,271 females between the ages of 21-35 living in Cincinnati
beer drinkers aged 36 to 47 are slightly less likely than consumers aged 21 to 35 to show
a preference for the taste of craft beer
-Gender/Ages who prefer craft beer: Ages 21-34: 44 percent women, 32 percent men
-Based on our online survey we discovered that a majority of college aged consumers did
not know about MadTree but liked craft beer.

MADTREE|7

GOALS
To connect MadTrees
current image with their
desired target market.

OBJECTIVES
Increase Facebook page likes by 15 percent
Increase Twitter followers by 20 percent
Increase Instagram activity
Increase MadTree Brewery sales by 20 percent in the next 12
months
Increase online sales in merchandise by 10 percent in the next
18 months
Increase sales of MadTree craft beers within groceries/liquor
stores in the greater Cincinnati area by 10 percent

MADTREE|8

K E Y
PUBLICS
Primary Publics: Our primary public is college graduates
ranging from 21-35 years old in
the greater Cincinnati area. Based
on our research and key findings,
we determined that this age range
is the most likely to purchase and
consume craft beer. Age - 21 to 35,
college graduates in the greater
Cincinnati area.
Secondary Public: Our secondary
public is college students in the
greater Cincinnati area. This was
determined based on the results
our online survey as well as craft
beer preferences among
millennials.

MADTREE|9

S T R AT E G I E S
-Increase the frequency and quantity of our postings and presence
on our various social media pages--especially Facebook, Twitter
and Instagram--in order to increase awareness and engagement
with MadTree
-Increase awareness among our potential consumers in the
greater Cincinnati area by hosting multiple promotional events
and experiences
-Increase awareness among news outlets in the greater Cincinnati
area through the use of media relations techniques.

KEY
MESSAGES
-MadTree provides a brand new craft beer experience through its
original flavors that fulfill whatever taste you are craving.
-One of the only breweries in the Tri-State area that cans its beer,
you can take the taste of Madtree home with you for your own
at-home brewery experience.
-Whether you are a Psychopathy, a Happy Amber, or in an
Identity Crisis, Madtree has a beer for you. Come join in on the
madness.

MADTREE|10

T A C T I C S
TASTING WITH THE
MAD SCIENTISTS OF
MADTREE
Meet the owners, taste their beer, and
watch them make the next batch
- Target young professionals and college students
- Print Media: Poster
-Media Relations: News Release

NEW YEAR, NEW FLAVOR

Come up with the newest flavor of Mad
Tr e e b e e r a n d d e s i g n t h e c a n
- Target The Art Institute of Cincinnati students
- Print Media: Poster
-Media Relations: News Release, Social Media
Release
TWITTER

MAKING YOUR TASTE BUDS

G O M A D AT
TASTE OF CINCINNATI
Participating in the annual Taste festival
-Targeting young professionals and college students
in Cincinnati
-Print Media: Poster
-Media Relations: News Release, Fact Sheet, Back
grounder
FACEBOOK
-Facebook Ads
-Post behind the scene footage of events
-Interactive Polls
-Photos from events

INSTAGRAM

-#CINCYMADE
-#GOMAD

-Post images from our taproom tours

-Images from events

FALL MADLY IN LOVE

Valentines Day celebration where young
couples can mingle and h ave a d i s c o u n t
on a beer tasting
-Target young couples in Cincinnati
-Print Media: Poster
-Media Relations: News Release

DONT BE MAD
AT THE TREES
Earth Day beer tasting and taproom tour
-Target young professionals in the Cincinnati area
-Print Media: Poster
-Media Relations: News Release

MADTREE|11

T I M E L I N E
9 Months
36 Weeks
We decided that a nine month timeline beginning on September 1,
2015 would allow us to successfully achieve all of our objectives. We
will spend the first month on research to fully develop and understand
who our target market is and gain a better understanding of MadTrees
primary and secondary publics. Research methods will include a content
analysis as well several surveys distributed to MadTree customers and Cincinnati
residents. We will then begin promoting our first event Mad
Scientists with a news release as well as designing and distributing posters throughout Downtown Cincinnati. Next, we will design
and release Facebook advertisements for a 6 month period to create
awareness about MadTree. Then, we will release a news release and distribute
posters for the New Year, New Flavor contest. Shortly after, we will launch
the Create-the-Can contest where will be announced two weeks after.
Following, we will begin promoting the Fall Madly in Love event which will be
celebrated on Valentines Day. Six weeks after, we will begin unveiling the Dont
be Mad at the Trees, an Earth Day promotion, which will include discounted
tap and canned beers. About two weeks after, we will begin a three-week promotional period for the Taste of Cincinnati, which will wrap up our campaign.

MADTREE|12

B U D G E T
For MadTrees strategic plan, we budgeted $11,000. After analyzing costs
of printing, mail, and other supplies need for our various tactics, we believe that this is the right among to budget. Printing and mailers consume about 7 percent of the budget. We are devoting about 70 percent
of the budget to advertising for 6 months on Facebook. For the Taste of
Cincinnati, we are giving 10 percent of the budget for booths and advertising. For giveaways and swag, we will be budgeting another 10 percent. With this budget, we want to utilize every dollar while also providing MadTree with a reasonable cost that does not break the bank.

MADTREE|13

E VA L U AT I O N
New Year New Flavor

Taste of Cincinnati

We plan to evaluate the news releases based on the number of news stations and newspapers that run the story
or follow up for more information.
The posters will be evaluated based on how many people
contact us to reserve space for the event. We will also
measure the success of the posters based upon referalls.
When someone mentions the advertisement they say
they will receive a small discount.

We plan to evaluate the news releases based on the number

of news stations and newspapers that run the story or follow up for more information.
The posters will be evaluated based on how many people
contact us to reserve space for the event. We will also measure the success of the posters based upon referalls.
When someone mentions the advertisement they say they
will receive a small discount.

Mad Scientist

Social Media Strategies

We plan to evaluate the news releases based on the number of news stations and newspapers that run the story
or follow up for more information.
The posters will be evaluated based on how many people
contact us to reserve space for the event. We will also
measure the success of the posters based upon referalls.
When someone mentions the advertisement they say
they will receive a small discount.

The evaluation of the Facebook page will be based upon the

results from the interactive polls, the number of people who
view our Facebook advertisements, and the number of likes
received on the photos we upload.
The evaluation of the Twitter page will be based on the
usage of our hashtags #GoMad and #CincyMade. We will be
evaluating how often the hashtags are used as well as when.
The evaluation of the Instragram page will consist of the
amount of likes and comments added to each photo. We
will also be evaluating to see if people tag MadTree in their
uploaded posts.

Fall Madly in Love

We plan to evaluate the news releases based on the number of news stations and newspapers that run the story
or follow up for more information.
The posters will be evaluated based on how many people
contact us to reserve space
for the event. We will also measure the success of the
posters based upon referalls.
When someone mentions the advertisement they say
they will receive a small discount.
Dont Be Mad at the Trees
We plan to evaluate the news releases based on the number of news stations and newspapers that run the story
or follow up for more information.
The posters will be evaluated based on how many people
contact us to reserve space for the event. We will also
measure the success of the posters based upon referalls.
When someone mentions the advertisement they say
they will receive a small discount.

Media Relations Strategies

The evaluation of the media relations will be based upon the
success of the news releases, backgrounders, and fact sheets.
We will be keeping track of the number of news stations
that follow-up to run the story as well as the number of
articles written about the events and MadTree.
Print Media Strategies
The posters for the events New Year New Flavor, Mad Scientist, Fall Madly in Love,
Dont Be Mad at the Trees, and the Taste of Cincinnati will be
evaluated based on how many people call ahead to reserve
space in the events.

MADTREE|14

APP
E N
DIX
MADTREE|15

News Release
FOR IMMEDIATE RELEASE:
FOR MORE INFORMATION CONTACT:


Meraki Public Relations
Oct. 1, 2015
518 S. Main St.
Oxford, OH 45056
info@merakipr.com
Mad Tree announces Tasting with Mad Scientists
The owners of MadTree will choose 25 guests to taste and tour their brewery

CINCINNATI MadTree, a brewery company located in Cincinnati, announced on Monday its plan to

choose 25 guests to celebrate Halloween by taking part in a Tasting with the Mad Scientists. On Saturday,
October 31, the co-founders of MadTree will give the chosen guests a tour on how their craft beer is made, as
well as a complementary tasting of some of the companys favorite beers.

We are thrilled to launch this tasting and tour for 25 lucky guests at MadTree, said Kenny McNutt,

co-founder of MadTree Brewery. We want to give some of our consumers a Halloween treat by giving them
a chance to get to know the MadTree family, and see the behind-the-scenes take on how we make our craft
beer.

Founded in 2013, MadTree is a company with an approach to create high-quality beer as well as educate

their consumers about the brewery industry. Kenny McNutt, Jeff Hunt, and Brady Duncan used their passion
for brewery to run a responsible business and support the local communities.

Our vision is to put our own mad twists in our craft beer creations, said Brady Duncan, co-founder

of MadTree Brewery. Without our consumers we would not have a successful brewery company, so this is our
gift to them and we hope the guests we choose will take in the magic that comes into creating craft beer.

-more-

MadTree announces Tasting with Mad Scientists Page 2 of 2

In order to be chosen, participants must go on the MadTree website and fill out a form to be eligible to be
picked. Participants must be over the age of 21 and are allowed to bring one guest. The event will start at 1
p.m. and last until 4 p.m. at the MadTree Brewery located on 5164 Kennedy Ave, Cincinnati, OH 45213. Owners will contact participants a week prior to the event via phone or email.
###
About MadTree

MadTree is a brewery company founded by three young, entrepreneurs in Cincinnati.The company was founded
in 2013, and is known for their unique beer taste.The local brewery uses their success to support local communities as
well as educate consumers about the creation of craft beer.

MAD TREE|17

News Release

FOR MORE INFORMATION CONTACT:

FOR IMMEDIATE RELEASE

Dec. 1, 2015

Meraki Public Relations

518 S. Main St.
Oxford, OH 45056
info@merakipr.com

MadTree announces new flavor campaign

MadTree Brewing Company will hold a competition to name and design new beer flavor
CINCINNATI Kenny McNutt, co-founder of the MadTree Brewing Company, announced yesterday morning that the design of MadTrees newest flavor will fall into the hands
of their very own customers. Starting in January, anyone with a creative mind and a passion
for craft beer will have the opportunity to create and submit both a can design and name for
MadTrees newest craft beer creation.
McNutt along with his partner Jeff Hunt revealed they have wanted to incorporate their
customers into the creation of their craft beers for quite some time. We love that our beer
selections have got some pretty wacky, distinctive names and personalities, and we want to extend the creative possibilities to our customers, McNutt stated. We think this latest brew has
some really big potential, and were looking forward to seeing the publics response, and how
they feel the beer should be represented by our brand.

The campaign, entitled New Year New Flavor will be launched on January 1 of the new

year. For the following two weeks anyone interested will have the opportunity to Create the
Can by designing a mock beer can on a blueprint available both online and at MadTree itself.

more
MADTREE|18

MadTree announces new flavor campaign- page 2 of 2

The winner of the Create the Can campaign will be announced on Jan 17, 2016. The chosen winner
will have their own name, as well as the new name of the beer displayed on the can for the first six months of
its launch. Additionally, the winner will receive a complimentary years supply of the beer. After the design and
beer name have been chosen, MadTree will host a launch party debuting the beer to the public. For more information on MadTree or the New Year New Flavor campaign, please visit http://www.madtreebrewing.com/
home.html.
####

MADTREE|19

News Release

FOR MORE INFORMATION CONTACT:

FOR IMMEDIATE RELEASE:

Feb. 1, 2015

Meraki Public Relations

518 S. Main St.
Oxford, OH 45056
info@merakipr.com

Fall MADly in Love

MadTree celebrates Valentines Day by hosting a beer-tasting event

CINCINNATI MadTree will be showing their love on Valentines Day by holding a beer-tasting event

for consumers and their spouses to enjoy. On Saturday, February 14, the company will offer a special deal for
consumers to try an unlimited taste of craft beers.

This beer-tasting event is in honor of our love for craft beer and the brewery industry, said Jeff Hunt,

co-founder of MadTree Brewery. We want our consumers and their spouses to enjoy the holiday by giving
them the chance to try all of our craft beers.

Kenny McNutt, Jeff Hunt, and Brady Duncan, founders of the brewery, use their passion and love for the

brewery industry to create unique craft beers for consumers. The young entrepreneurs teamed up with local
artists to design a MadTree cup for consumers to use for the tasting then take home after the event.

We can always count on our artistic friends to make any event just as special, said Brady Duncan,

co-founder of MadTree Brewery. Not only do we want to show our love to our consumers through a beer
tasting, we also would like to send them home with something in honor of how much we appreciate their business and loyalty to the company.

-moreMADTREE|20

- more Fall Madly in Love Page 2 of 2

The special deal includes two beer-tasting tickets for 14 dollars. After purchasing the tickets, consumers will be
given a Valentines Day cup created by MadTree to use to taste the different types of craft beer. The tasting will
be start at 4 p.m. until 8 p.m. at MadTree Brewery located on 5164 Kennedy Ave, Cincinnati, OH 45213.
###
About MadTree

MadTree is a brewery company founded by three young, entrepreneurs in Cincinnati.The company was founded
in 2013, and is known for their unique beer taste.The local brewery uses their success to support local communities as
well as educate consumers about the creation of craft beer.

MADTREE|21

News Release

FOR MORE INFORMATION CONTACT:

FOR IMMEDIATE RELEASE:

April 1, 2015

Meraki Public Relations

518 S. Main St.
Oxford, OH 45056
info@merakipr.com

Dont Be Mad at the Trees

MadTree gives a discount on seasonal beers in celebration of Earth Day

CINCINNATI In celebration of Earth Day, the local brewery MadTree will discount their sea-

sonal beers to consumers. On Friday, April 22, the company will give consumers over the age of 21 a 50
percent discount on all of their seasonal craft beers.

Earth Day is something we want to encourage our consumers to celebrate, said Jeff Hunt,

co-founder of MadTree Brewery. We want to give our consumers the opportunity to celebrate our
Earth by given a discount on our craft beers that are created in honor of each season.

Founded by three young entrepreneurs in 2013, MadTree is a company with an ambition to create

high-quality beer and give back to the community. Kenny McNutt, Jeff Hunt, and Brady Duncan, founders
of the brewery, use their mad twist vision to create unique craft beers and educate consumers on the
brewery industry.

We enjoy creating different types of beer depending on each season, said Brady Duncan,

co-founder of MadTree Brewery. We want our consumers to enjoy the day by tasting our four seasonal
beers at a lower price. Earth Day is a day to sit back with a cold beer and relax on this beautiful Earth
we live on.

- more -

MADTREE|22

Dont Be Mad at the Trees Page 2 of 2

The 50 percent discount will be available for the four seasonal beers: Sprye, Sol Drifter, The Great Pumpcan,
and Thundersnow. The discount will be available all day at the MadTree Brewery located on 5164 Kennedy Ave,
Cincinnati, OH 45213.
###
About MadTree

MadTree is a brewery company founded by three young, entrepreneurs in Cincinnati.The company was founded in
2013, and is known for their unique beer taste.The local brewery uses their success to support local communities as well
as educate consumers about the creation of craft beer.

MADTREE|23

News Release
FOR IMMEDIATE RELEASE

FOR MORE INFORMATION CONTACT:

May 1, 2016

Meraki Public Relations

518 S. Main St.
Oxford, OH 45056
info@merakipr.com

MadTree Brewing to appear at Taste of Cincinnati

MadTree will be showcased at Taste of Cincinnati for the first time
CINCINNATI - MadTree Brewing Company will appear at Taste of Cincinnati, the nations
longest running free culinary festival, for the first time.Taste of Cincinnati will take place on May 23-25
from 11 am 12 am. As a local brewery, MadTree is officially making a name at the Taste of Cincinnati.

The Taste of Cincinnati is the citys premiere summer activity. The festival features the best of

the best food and drinks Cincinnati has to offer. People from all over the region come to get a taste
of the fun.
Cofounder Kenny McNutt says, Here at MadTree we cannot wait for the Taste of Cincinnati.
The Taste is one of Cincinnatis best events, and we are so excited to be apart of it. Though this our
first appearance at the festival we are sure that your taste buds will go Mad at the Taste of Cincinnati!
Anyone is welcome to attend this event. Entrance to the event is free, and various food prices
will be marked according to the venders discretion. Taste of Cincinnati will be held in the five blocks
of Fifth Street between Vine Street and Sentinel Street in downtown Cincinnati.

About MadTree

MadTree is a brewery company founded by three young, entrepreneurs in Cincinnati.The company
was founded in 2013, and is known for their unique beer taste.The local brewery uses their success to support local communities as well as educate consumers about the creation of craft beer.

MadTree Brewery to promote Create-the-Can contest

MadTree encourages their consumers to develop beer can artwork and title for their New Year, New Flavor campaign.
December 1, 2015
Facts:
New flavor released on December 17, 2015.
Contest submissions will be accepted through email (contest@madtreebrewing.com).
Top three designs will be selected by owners of MadTree.
o Winner will be selected by social media followers as indicated by number of likes per design.
Winner will be recognized as an artist on MadTree Website
Contest begins January 1, 2016 and last for two and a half weeks
The winner will be announced on January 17, 2016
Quotations:
MadTree Brewery inspires to generate creativity in our beer drinkers, and with the Create-the-Can
contest, we hope to do just that.
-Jeff Hunt, owner of MadTree Brewery and Beer Cannoisseur
MadTree is excited to announce its new flavor for 2016. We need the engagement of our social media
followers to help come up with the new artwork and title, which is why we cant wait to receive the
contest submissions.
-Kenny McNutt, owner of MadTree Brewery
Multimedia:
Traditional News Release
Related Links:
Facebook
Instagram
Twitter
MadTree website
About MadTree

MadTree is a brewery company founded by three young, entrepreneurs in Cincinnati.The company was founded
in 2013, and is known for their unique beer taste.The local brewery uses their success to support local communities as
well as educate consumers about the creation of craft beer.

For More Information Contact:

Meraki Public Relations
518 S. Main St.
Oxford, OH 45056
info@merakipr.com

MADTREE|25
MADTREE|25

Fact Sheet

FOR IMMEDIATE RELEASE

Sept. 1, 2015

FOR MORE INFORMATION CONTACT:

Meraki Public Relations

518 S. Main St.
Oxford, OH 45056
info@merakipr.com

About MadTree Brewery

MadTree is a local brewery in Cincinnati that was founded by three young entrepreneurs, Kenny
McNutt, Jeff Hunt, and Brady Duncan in 2013.
MadTree engages in local artists and craftspeople for their marketing materials can designs, tap handles
and furniture.
The MadTree approach is to create high-quality beer, educate consumers, run a responsible business,
and support the local communities.
MadTree partners with non-profit organizations that represent the companys philanthropic interests,
including Cincinnati Community ToolBank, CityLink, the Green Umbrella, and Starfire.
MadTree as a taproom with around 14 rotating taps of beer available for consumers to come and try.

MADTREE|26

Fact Sheet

FOR MORE INFORMATION CONTACT:

Meraki Public Relations
518 S. Main St.
Oxford, OH 45056
info@merakipr.com

FOR IMMEDIATE RELEASE

May 1, 2015
MadTree Brewery to be featured at Taste of Cincinnati
Taste of Cincinnati is a culinary arts festival held every year over Memorial Day weekend, featuring 40+
restaurants as well as music entertainment and amusement rides.

MadTree Brewery was selected as one of 10 local breweries to be featured at the event.

Throughout the weekend the brewing company will offer beer tastings and reviews, coupons for free taproom tours, and host their food truck featuring Catch-A-Fire Pizza.

Taste of Cincinnati will occur Friday, May 22-Sunday, May 24.
MadTree has garnered quite a following in recent years. It continuously impresses the people of Cincinnati
with its incredible atmosphere and the unique zest of its beers, and we couldnt be more thrilled that they
have the opportunity to be featured at the festival in a few weeks.
- Rich Walburg, Taste of Cincinnati Media and Press

###

MADTREE|27

Backgrounder

FOR IMMEDIATE RELEASE

April 27, 2015

FOR MORE INFORMATION CONTACT:

Meraki Public Relations
518 S. Main St.
Oxford, OH 45056
info@merakipr.com

A Trio of Mad Geniuses: MadTree Founders

When Kenny McNutt, Jeff Hunt and Brady Duncan decided to quit their corporate jobs and

open MadTree Brewing in 2013, they had one goal in mind: to brew more interesting beer. Creating
canned beer with names such as Gnarly Brown and Happy Amber, they have worked and succeed in
creating an interesting and unique beer experience at MadTree, located at 5164 Kennedy Ave., in Cincinnati.

McNutt and Hunt first became interested in brewing in 2005 and began holding a beer of the

week club among friends. Their first attempt at homebrewing began with an extract recipe, but soon
after the initial run, Hunt and McNutt began piecing together equipment to begin all-grain brewing.
After independently brewing for a year, McNutt and Hunt met Duncan and trio was born.

The threesome then began rapidly brewing beers, producing 20-to-25 gallon batches each

weekend. 16 months later, they had perfected their business plan.With McNutt and Hunts engineering
backgrounds and Duncans expertise in public relations and project management, they brought not
only their passion for beer to the opening of MadTree, but also expertise unparalleled by their rivals.

-moreMADTREE|28

Page 2 of 2- MadTree Founders

Since opening, MadTree has grown to become a staple brewery in Cincinnati. Five of their original craft beers in
the top ten list of Cincinnatis favorite beers, with beers PsycHOPathy IPA at number two and Happy Amber at
number three, McNutt, Hunt and Duncan have succeeded in achieving their goal. Cincinnati enjoys the taste of
interesting beer and you have this daring threesome to thank for it.
###

MADTREE|29

Backgrounder

FOR MORE INFORMATION CONTACT:

Meraki Public Relations
518 S. Main St.
Oxford, OH 45056
info@merakipr.com

FOR IMMEDIATE RELEASE

April 27, 2015
The Taste of Cincinnati

Since 1979, the Taste of Cincinnati has provided thousands of residents from the Tri-State
area the opportunity to try the best of local Cincinnati food and beverage. Hosted downtown
on Memorial Day weekend, the Downtown Council of Cincinnati of the Cincinnati USA Regional
Chamber hosts the nations now longest running culinary arts festival.
After reading about the Taste of the Big Apple in the Nations Restaurant News, Karen Maier, vice president of marketing for Frischs Restaurants Inc., began the event as a one-day festival in
Piatt Park. At the time, only 5,000 attended that first event. In 1988, the Taste of Cincinnati expanded to a 3-day affair and in 2007, the event was moved to Fifth Street to spotlight the $42-million renovation of Fountain Square and to bring the event closer to the hotels located downtown.

Approximately 500,000 people attend the annual food spectacular, making it one of the

nations largest street festivals. In 1997, Events Business News named the Taste of Cincinnati Food
Event of the Year. Before the Taste begins each year, menu items are previewed and judged for the
prestigious Best of Taste Awards.

-more-

MADTREE|30

Page 2 of 2- Taste of Cincinnati

Past and popular participants include Andys Mediterranean Grille, Bangkok Bistro, Bella Luna Restaurant and Eddies Southern Style BBQ. The festival also includes live entertainment. Local and national recording
stars have performed on multiple stages throughout the event, making the festival a truly enjoyable affair for
people of all-ages.
###

MADTREE|31

SATISFACTION
S U RV E Y
Overall, how satisfied are you with MadTree Brewery?
a) Very satisfied
b) Somewhat satisfied
c) Neither satisfied nor dissatisfied
d) Somewhat dissatisfied
e) Very dissatisfied
How would you evaluate MadTrees craft beer? (select all that apply)
a) High-quality
b) Good value for money
c) Overpriced
d) Unique
e) Poor quality
f) Other:
What do you look for in a craft beer brewing experience? (select all that apply)
a) A place to distress after work
b) A family environment
c) A place to eat
d) Locational convenience
e) Wide range of beer flavors
How likely are you to recommend MadTree to others?
a) Extremely likely
b) Very likely
c) Moderately likely
d) Somewhat likely
e) Not at all likely
How likely are you to go to MadTree Brewery as opposed to competing breweries in the greater
Cincinnati area?
a) Extremely likely
b) Very likely
c) Moderately likely
d) Somewhat likely
e) Not at all likely
What do you like most about MadTree Brewery?

What changes would most improve MadTree Brewery?

MADTREE|33
MADTREE|33

Online Survey Results

MADTREE|34

MADTREE|35

MADTREE|36

MAD TREE|37

MADTREE|38

MAD
MADTREE|39
TREE|39

TIMELINE
Sept. 1 - Begin research
Sept. 5 - Distribute online survey to formulate research about craft beer consumers
Sept. 8 - Distribute paper survey to get feedback about experience from MadTree
Sept. 15 - Distribute direct mail to the Cincinnati area
Sept. 21 - Collect data from mail survey and online survey
Oct. 1 - Create news release for Mad Scientists event
Oct. 3 - Create poster design and Facebook image design
Oct. 8 - Get posters printed and post Facebook image and event
Oct. 15 - Distribute posters
Oct. 31 - Mad Scientists event takes place
Nov. 1 - Start Facebook ads for a 6 month period
Dec. 1 - Create news release for New Year New Flavor
Dec. 3 - Create poster design and Facebook image design
Dec. 8- Get posters printed and post Facebook image and event
Dec. 10 - Distribute posters
Dec. 31 - New Year New Flavor event
Jan. 1 - Launch Create-the-Can
Jan. 14 - Closing submissions for Create-the-Can
Jan. 17 - Winner announced for Create-the-Can
Feb. 1 - Begin promoting Fall Madly in Love MadTree Beer Tasting
Feb. 3 - Create poster design and Facebook image design
Feb. 8 - Get posters printed and post Facebook image and event
Feb. 10 - Distribute posters
Feb. 14 - Fall Madly in Love MadTree Beer Tasting event
Apr. 1 - Create news release for Dont Be Mad at the Trees Happy Earth Day
Apr. 3 - Create poster design and Facebook image
Apr.l 10 - Get posters printed and post Facebook image design and event
Apr. 12 - Distribute posters
Apr. 22 - Dont Be Mad at the Trees Event - Happy Earth Day
May 1 - Create news release, backgrounder and fact sheet for Taste of Cincinnati and end
Facebook ads
May 3 - Create poster design and Facebook image design
May 8 - Get posters printed and post Facebook image and event
May 10 - Distribute posters
May 20-22 - Taste of Cincinnati event

MADTREE|41

GANTT
CHART

MADTREE|42

EXAMPLE
INSTAGRAM
CONTENT

NOTE: PHOTOSHOPPED IMAGE,

NOT REAL INSTAGRAM PHOTO
MADTREE|43

FALL MADLY IN LOVE SWAG

MADTREE|44