No time. No money. No experience, per se.
But a whole lot of heart and a thirst to build something great.
In March 2015, Yield was approached by the Kiwanis, Kinsmen, Rotary and Lions Clubs of Georgetown to help launch a craft beer festival by the third week in September. Their goal was to work together to create an annual event that would raise money for local charities while bringing excitement and tourism to the area northwest of Toronto.
With nearly a dozen beer festivals within a two-hour radius however, setting up a tent and hoping for the best wasn’t going to guarantee attendance. Yield needed to take a strategic approach to positioning the festival in a way that would differentiate it from other summer offerings, and appeal to a demographic that might still be looking for an event that’s right for them.
Making the most of the picturesque Halton Hills location at the height of the fall colours, Yield named the event Head For The Hills: The Georgetown Craft Beer Festival. A whimsical, craft-inspired identity played off the head of a pint, and created a strong presence with an old-world feel.
Now that we had an event, it was time to start giving our clients the tools to build it. Yield created three distinct brand stories – varying in length and focus – to help them woo craft brewers and food trucks, line up sponsors to help fund the event, and interest the media in providing coverage that would give everyone the exposure they were looking for.
Next was bringing the same spirit to the website – the first point of contact for attendees, exhibitors and sponsors. Yield created a dynamic illustrated homepage with roll-over icons for navigation, leading visitors to explore everything the festival had to offer – brewers in attendance, entertainment, volunteer opportunities, and of course, online ticket sales.
With interest starting to build in Georgetown and surrounding communities, donated media opportunities began to arise, and Yield helped festival organizers make the most of them with a storefront poster, newspaper print ad and a series of rich media online banner ads. Finally, a series of 60 second radio ads were created to run on local stations in the run-up to the event.
Results are already starting to show. More than 17 craft brewers and cider distillers have signed on for the event – a huge commitment in only its first year. Sponsorships have helped the organizers meet their funding goals, and guarantee that the event will raise significant funds for charity. Food trucks, vendors, local bands and volunteers have all signed on to be a part of the excitement.
“Yield has been an absolute pleasure to deal with,” said festival organizer John Fini. “Their creative and innovative thinking has brought our brand to life and helped our fundraising event stand out in a crowded market. It’s turned our dream into a reality.”
But the real results will be seen when the crowds pour in and the beer starts to flow. Join us Saturday, September 19th at The Trafalgar Sports Park in Georgetown and see the crowds for yourself.
Raise a glass. Drink some beer. Do some good.
