"Triple PLAY" Award-Winning Collaboration Benefiting Denton Parks and Recreation.
Collaboration Scope of Work
As with all great ideas, it started after work over a couple of drinks and grew into a genius collaboration in support of local parks.
- Custom Logo and Graphic Design
- Market Segmentation
- Promotion Item Graphic Design
- Visual Storytelling
At the heart of this collaboration is "Triple Play," a locally crafted beer distributed and sold to generate proceeds that get poured back into Denton's parks. But that's not the end of the story.
An overwhelming majority of participants and consumers want authenticity and seek the opinions of others to help them feel better about how they're spending their money and time. What makes this a great story is how we applied our understanding of the community to develop the strategy that fueled this campaign while fostering new relationships to generate a sustainable funding source.
Our Goal...Contrary to what might be assumed, our goal wasn't to cast a wide net to increase the number of beer drinkers or to say- drink up, so lil' Johnny can attend summer camp. We aimed to develop a sustainable funding source for park improvements and program scholarships.
To achieve this goal, we applied the following objectives:
Segmentation | 40% of adults consume craft beer, but not in Denton. Here, it's 60% and largely dominated by Millennial and Gen-X consumers. Using age and psychographic segmentation, we were able to identify niche markets that appeal to our already existing customers, i.e. beer enthusiasts who participate in our sports leagues.
Loyalty | If there's one thing craft beer drinkers and park supporters have in common, its purpose, and once embedded, it fosters loyalty. With that in mind, we designed a meaningful beer label fit for storytelling and used it to launch the campaign. The label was created in-house to maintain the authenticity needed to amplify our story because, interestingly, beer labels trigger 60% of the reason Millennials make a purchase.
Sustainability | It's been said that a loyal audience generates revenue, and we agree because that's what makes it sustainable. We cultivated a community around the campaign based on shared values and created meaningful experiences based on insights that revealed beers sold in-house resulted in higher profit margins. We also leveraged opportunities to apply funds raised so the Parks
Post-Pandemic...To avoid appearing tone-deaf, we generated a campaign focused on longevity by creating relationship-building and experiential marketing initiatives.
We anticipate the long-range payoff will come in the form of brand loyalty and sustainability as we launch new beers in the years to come.
What makes this a genius collaboration is how this unique partnership, in essence, made an investment in the economic impact of the community by helping a local business stay afloat when 2 out of 3 Texas craft breweries were forced to close by the end of 2021, permanently.
Crafting beer locally adds value to brand loyalty, so we partnered with Denton farmers to use locally-grown wheat.
What Makes This Unique...What makes this campaign unique is the creation of the "Triple Play" beer label and how the story behind the design is used as a selling point to appeal to enthusiasts, gain loyalty, and build a sustainable campaign to introduce more craft beers and create new labels.
Triple Play represents the three organizations that make up this collaboration and is built on one of the three brand pillars of the Unite, Grow, Play mission. It's designed visually to reflect how it benefits the community as it's layered over a psychedelic drawing of Evers Ballfield and a topographical map of its location.
The beer label is made up of waves in different shapes and sizes that wrap seamlessly around the can to reflect the flow of working together during highs and lows. Being meaningful and generating a product based on a cause supports authenticity, which is relevant to consumers.