Eel River Brewing Company
I started at Eel River Brewing in 2020 and worked there for two years as the Marketing Coordinator. I managed all Marketing efforts for production and distribution throughout a nationwide network, as well as all advertising materials for the local Pub. I worked with upper management to create compliant label designs and product packaging that distinguished our products from competitors. I regularly translated these designs to custom merchandise and created custom advertising campaigns for each product. I ensured that all designs were approved by both external and internal authorities and coordinated with the Logistics Manager to confirm supplies and materials were in house when needed. I created content across all platforms including social media, local news sources, industry blogs, magazines, event posters, merchandise, banners and more. All advertising efforts were thoroughly researched and I often coordinated various collaborations with craft distilleries and social media influencers to ensure new target markets were getting exposure to the
Eel River Brewing brand.
In my position as Marketing Coordinator, I managed a team of people to ensure all marketing efforts were streamlined and completed in a timely fashion. I created a SOP (Standard Operation Process) Binder for the Marketing Coordinator position as well as for the Marketing Assistant positions. This binder helped with management and training of Assistants and Interns, and ensured all customer facing content was consistent and in line with the brand image. I worked with the Facility Operations Manager at the Pub to coordinate and host monthly concerts in our outdoor Beer Garden. I strengthened the Pub promotional efforts further by creating an Event and Promotion Binder that detailed all logistics, sales numbers and staff notes from any new release, concert or promotion. This allowed ERB to improve their offerings and streamline decisions to effectively increase profit and ensure all advertising efforts were consistently reaching a wider audience.
Below are examples a few of the projects that I worked on during my time at Eel River Brewing. Each section includes a description of the project, feel free to review and reach out to me with any questions! Cheers!
Vanilla Citrus Stout Collaboration
Eel River Brewing brewed a collaboration stout using craft chocolate from Dick Taylor Craft Chocolate. I was asked to design a beer label that matched the branding that Dick Taylor Chocolate uses on their candy bars. The collaboration allowed us to expose both our products to different niche markets within the craft product arena. The partnership gained a lot of traction in both local and industry specific markets.
The chocolate bars and stout quickly sold out.
Climax 100
Climax 100 was a new year round product that was introduced as a year round offering during my time at ERB. I created a custom Marketing Plan that included a SMART analysis, SWOT analysis and competitor research that informed the Social Media Marketing Proposal. The Marketing Proposal included custom designs and an addendum that included an advertising schedule, target audience metrics based on the national distribution network along with budget proposals for each territory.
The images above are a few examples of the content used in the campaign. If you would like to review the Marketing Plan and the budget/scheduling addendum,
please click on the links below.
Product and Packaging Design
One of my main responsibilities was making sure that all promotional materials were ready for new releases. That included designing different product labels and packaging in a timely manner prior to production and release. One of my major projects was having to redesign the Clarity Hard Seltzer that is produced by Eel River Brewing. I was required to work with the Logistics Manager, Upper Management and an external FDA compliance lawyer to ensure that all legal design and product information requirements were met. Above are examples of the Clarity Watermelon packaging that was re-designed to meet FDA legal standards.
Above you will also find various product label and product designs that I created and worked on. You will find examples of various beer labels, an FDA compliant product packaging example and a tap-handle sticker and mock up that I created. These are only a few examples of the design work that I completed while in this position.
External Photography and Collaboration Projects
In my position at Eel River Brewing I was always challenged with creating new and interesting content. I worked with a professional photographer to get the above product photo's and promotional video's made. These high quality images were used in promotions across social media and industry sources.
Additionally, I used the Clarity Hard Seltzers produced by Eel River Brewing to partner with craft distilleries in Humboldt County and across California to create custom mixed drinks. These collaborations resulted in some delicious cocktails and a fun and effective advertising strategy to once again expose our products to different niche markets within the craft industry.
The Influencer Outreach program was another project that I took charge of creating and implementing in my position as the Marketing Coordinator. I researched influencers in our identified target markets and collected their info to send personalized Media Kits that included a press release, product samples, various custom product POS items and more. Our influencers increased product awareness and increased our reach regularly by over 200%. These Media Kits also went out the various local and industry news sources for review and publication. I also cultivated a standard Press List of over 200 news outlets and industry sources that were regularly sent uniform press releases for each promotion.