Project Objective:

The primary objective of this Cooperative Placement Project is to equip the student with practical marketing skills and experience in developing tailored marketing plans and materials for diverse liquor producers, ranging from basic materials like sell sheets and social media ads to advanced promotional strategies. This project aims to enable the student to adapt to varying brand needs, while gaining a comprehensive understanding of trade marketing, including the submission process to liquor boards, thus preparing them for a successful career in marketing within the liquor industry.

Project Goals:

• Develop effective marketing plans and materials tailored to the specific needs of various producers and brands.
• Enhance marketing skills, including creating sell sheets, shelf talkers, presentation decks, and social media ads.
• Explore advanced promotional strategies for more established brands.
• Gain insights into trade marketing and its relevance in the liquor industry.

Project Components:

Orientation and Industry Overview (4 hours)

• Introduction to the liquor industry and its marketing landscape.
• Overview of the project goals and expectations.

Producer and Brand Assessment (8 hours)

• Research and analyze the different producers and their brands.
• Identify unique selling points, target demographics, and market positioning.
• Develop a clear understanding of each brand's resources and marketing needs.

Basic Marketing Plan Development (12 hours)

• Create basic marketing plans for each producer, focusing on the core elements:
• Sell sheets.
• Shelf talkers.
• Presentation decks.
• Social media ad strategies.
• Customize these materials according to the brand's unique features and target audience.

Advanced Brand Promotion (16 hours)

• Identify more advanced promotional opportunities for well-established brands:
• Generate creative ideas for additional promotional materials.
• Explore trade marketing strategies, including understanding merchandising grids.
• Learn how to make submissions to various liquor boards for approvals and permits.

Material Design and Creation (20 hours)

• Design and develop the marketing materials based on the plans created in previous stages.
• Collaborate with producers to ensure materials reflect their brand identity and marketing goals.
• Iterate and refine the materials as needed.

Material Testing and Feedback (8 hours)

• Test the materials with focus groups or target consumers to gather feedback.
• Analyze feedback and make necessary revisions.

Presentation and Reporting (8 hours)

• Prepare a comprehensive presentation for each producer, showcasing the marketing plans and materials.
• Report on the project's progress, findings, and outcomes.
• Provide recommendations for future marketing efforts.

Project Evaluation (4 hours)

• Reflect on the project's achievements and challenges.
• Evaluate the effectiveness of the marketing materials and plans.
• Gather feedback from producers for further improvements.

Additional Considerations:

• Encourage critical thinking and creativity when developing marketing strategies.
• Emphasize the importance of aligning marketing plans with the unique attributes of each brand.
• Promote teamwork and effective communication when working with different producers.
• Keep producers involved throughout the process to ensure their vision is accurately represented.

This project outline provides a structured plan for cooperative placement students to gain practical experience in marketing, catering to the diverse needs of various liquor producers and brands while also addressing advanced promotional strategies and trade marketing.

The business will support the coop student by assigning a mentor, providing access to resources and training, fostering a collaborative environment, offering feedback and evaluations, and involving the student in real-world projects. They will have flexibility to explore creative solutions, maintain clear communication channels, and connect with industry professionals. The business will discuss the student's career goals and offer recognition for their contributions. This comprehensive support will ensure the student's success, skill development, and a positive learning experience.