Niche Communications was hired to promote the 10th Anniversary of Sacramento Beer Week, in 2019. The 10-day craft beer celebration is put on by the Sacramento Area Brewers Guild, a nonprofit organization whose members consist of Sacramento Region breweries and taprooms. Target audiences for the campaign were two-fold: one being the beer consumers, who participate in the Beer Week events and patron the members; and the second being the member breweries and taprooms themselves, who are encouraged to participate in signature Beer Week events and also host their own unique events.

The success of Sac Beer Week is truly contingent on the participation of the Guild members, so Niche
Communications implemented regular communications strategies via e-blast, collateral at membership meetings and targeted social media posts that conveyed the value of participating in Beer Week. Niche Communications was also sure to strategically promote Beer Week in a way that would attract both host and attendee interest, to show the value of hosting a Beer Week event and also create attendee excitement about attending the events.

Tactics used to support the above objectives include:

Media Outreach
Influencer Marketing
E-blasts
Online Calendar Listings
Social Media
Printed Collateral, including coasters, posters and fliers
Website management
Paid Advertising, including billboards, radio, digital and print
Sponsorship Outreach
Partnership Development, including Sacramento365 and Sac Republic FC

Key statistics from the Sacramento Beer Week campaign include:

Media Placements: 22
Unique Website Visits: 17,000
Sponsorships: 10
Partnering Social Media Influencers: 8
1500 Attendees at 2nd Annual Sac Mac & Brew Review (Sold Out!)
Estimated Campaign Impressions: 1,870,871