Tactics

Buy One, Get One Free

Mac and Jack’s will produce a manufacturers coupon to distribute to Happy’s

Market in Ellensburg. This coupon will be passed out to individuals 21 or older who

come to purchase a Mac and Jack’s growler at the market. The coupon will give the

individual 50% off their next fill of Mac and Jack’s beer in their growler. Benefits from

this promotion include more Mac and Jack’s purchased and loyalty to the brand because

of the special.

Wildcat Wheat Ale

In Redmond, at the Mac and Jack’s Brewery, a new beer will be produced.

However, this beer will only be available in Kittitas County as a special edition. To make

this special edition stand out to the Central Washington University students, it will be

named after the institutions mascot, which is a wildcat. The beer will be wheat ale

because wheat can be harvested locally in the county. Wildcat Wheat Ale will benefit the

agriculture community by the gathering of local wheat, inspire students to drink Mac and

Jack’s because of their involvement in the society and bring in visitors to the area to taste

this special edition beer, only available in the Kittitas County area.

Hop and Trot 5K

The Tav, a local favorite bar to drink Mac and Jack’s, will host the first annual

Hop and Trot 5K. This event will be open to individuals 21 years of age and older. It’s a

non-competitive race around Ellensburg and after the event, The Tav will be reserved for

participants of the race and bartenders will be serving more Mac and Jack’s favorites and

appetizers, for an additional price. Included in the cost of registration is a participant t-

shirt, an honorary “Hop and Trot 5K” pint glass and two glasses of beer after the race at

The Tav. The benefit of this event is the experience individuals will get and associate

with Mac and Jack’s.

Mac and Jack Monday

In Kittitas County, at the bars and lounges, every Monday will be dedicated to

Mac and Jack’s with a special promotional price on a sampler. The sampler will contain

four, five ounce glasses of the following beer: Amber Ale, Serengeti Wheat, Blackcat

Porter and Two Tun IPA. This unique sampler will only be available on Mondays and at

the special price of $10.00. However, there can be no modifications made to the sampler,

it comes as advertised. Individuals will be drawn to this promotion because of it’s great

price, variety and the fact that it’s on a Monday, which can be a tough day of the week

making beer the perfect solution.

The M&J Zoo

A safari animal distinguishes the Mac and Jack’s different beer. There is a lion,

giraffe, blackcat, elephant, gorilla and toucan to classify the beer available. The M&J

Zoo is a “scavenger hunt” like quest. Individuals are to drink one of each beer containing

these animals and get then stamped off by the bartender on a card that is provided by the

participating bar. Upon completion of The M&J Zoo, the individual will receive an

honorary stein with all six animals etched on the outside. The bar will send in the

completed card for the individual and give them their reward when it has arrived. This

quest can only be done once per person. Mac and Jack’s will benefit from this because

people will taste their other varieties of brews besides the famous Amber Ale.

Individuals will be drawn to this promotion because of the reward and the opportunity to

enjoy new flavors of a microbrewery.

#MyMacandJacks and #Roar4MJ

These two hashtags, #MyMacandJacks and #Roar4MJ are a way for the

audience/customers to incorporate their experience with Mac and Jack’s on social media.

The brewery has two forms of social media: Facebook and Twitter. Both of these

platforms utilize hashtags and allow online traffic to be measured. The hashtag

#MyMacandJacks is aimed for customers to use when they are enjoying any beer

produced by the brewery while the hashtag #Roar4MJ is expected to be used at Mac and

Jack events to get people hyped. By doing this, the brewery will have an increase in their

online presence and the customers will have a more personal connection.

Ellensburg Brewfest, Bite of the ‘Burg and Farmers Market

By getting involved with Ellensburg, Mac and Jack’s will establish a presence

with their customers. The Brewfest in Ellensburg is an annual event for people of the

public to walk around downtown and taste different beer, which would be perfect for the

brewery since they produce local beer. As for Bite of the ‘Burg, another annual event,

Mac and Jack’s could make an occurrence in this family environment with $1.00 samples

for parents and safari shape treats for the children. The seasonal Ellensburg Farmers

Market would also be a great place to have a booth set up every weekend with samples of

beer for adults and various safari related activities for children. All of these opportunities

would be a great for the brewery because they’re local to Washington and supportive of

their local community.