The Opportunity

San Diego real estate development and management company H.G. Fenton developed the region’s first and only turnkey facility for aspiring craft brewers as a product offering in their commercial portfolio. We used our craft brewing branding, web development and PR agency skills to develop a robust brand and successful launch. The H.G. Fenton product solved the three main problems  preventing potential brewing entrepreneurs from successfully launching their own operation:

  • Huge upfront capital investment
  • Long timeline to profitability
  • A level of risk most investors shy away from

The product’s approach dramatically reduces the risk of doing business by contributing the necessary space and equipment at an affordable rate, saving time and money and allowing brewers to produce, serve and sell – fast. H.G. Fenton knew every great idea needs a great identity and sought a savvy way to market the product. Additionally, although the idea is innovative with mainstream appeal, the product aimed to serve a very geographically specific target audience. The product required a hyper-targeted strategy to raise the profile of the project and drive qualified applications for the space in advance of their launch.

The Solution

(W)right On Communications branded the product as Brewery Igniter, crafting the name and visual identity to grab attention quickly while also differentiating the project’s key benefits to avoid market confusion. The final brand was developed to strategically make the emotional appeal of turning their passion into profits to the target audience. (W)right On’s design and Web experts conveyed the brand identity consistently across collateral such as an infographic and marketing materials, a cutting-edge HTML5 webpage and social media channels to quickly and effectively engage the target audience. With these tools in place, the agency’s communications strategists produced and implemented a PR program targeting influencers in the space that led to engaging social media events and unanimously positive traditional editorial coverage in the target region’s most powerful publications.

The Results

  • Enabled the client to lease all units by the time they were ready for occupants
  • Over 50,000 podcast impressions
  • Editorial coverage reaching over 450,000 readers
  • Digital coverage reaching over 5 million unique visitors