Public Relations Company Expansion Campaign
Dundee Hills Winegrowers Association wanted to expand the demographic of their audience and we created a plan to show them how
For my strategic planning and cases class at University of Oregon, a team of other students and I created an audience-expansion campaign for our client; Dundee Hills Winegrowers Association. Dundee Hills wanted to expand their audience and reach a wider demographic of consumers. Our campaign included a text message subscription strategic approach to gain consumer interest for the wineries. With our target audience of 25-35-year-olds in the Pacific Northwest, we wanted to create a campaign that would appeal to their interests and intrigue them. Titled “New Wine Wednesday”, subscribers would receive a weekly text from Dundee Hills outlining production facts, tasting notes and a meal pairing for a specific wine from various wineries under their management. The campaign aimed to increase engagement amongst 20,000 millennials.
