Background: According to the company’s website, MurphyGoodeWinery.com:
Tim Murphy, Dale Goode and Dave Ready founded Murphy Goode Winery in 1985 in Healdsburg, California. The first varietals released onto the market were Fume Blanc and Chardonnay from Murphy Ranch and Murphy-Goode Vineyard in Sonoma County. David Ready, Jr. was named winemaker in 2001.The vineyard has since then expanded its offerings to Cabernet Sauvignon, Pinot Noir, Pinot Grigio, Claret, Zinfandel and Red Blends.
According to Cyril Penn, Jackson Family Wines bought out Murphy Goode in 2006.
Situation Analysis: Murphy Goode faced a “brand awareness” issue in the era of an emerging generation fluent in the language of technology, according to an article published in the Public Relations Society of America. It wanted to position itself as a lively, lighthearted and charismatic entity while attracting a new target audience, millennials, according to PRSA.
In 2009, Murphy Goode, a relatively high-end label in the wine industry, felt the bitter character of the recession and according to PRSA, “suffered from inadequate distribution.” In an article published in the Tribune describing the effects of the recession on wine, Stephen Rannekleiv, executive director of Food and Agribusiness Research at Rabobank said “sales dropped off a cliff this year , with sales of bottles costing $25 or more of wine dropping 30 percent.” By 2009, pop culture embraced the ideals of an emerging social media reality. Murphy Goode desired to tap into the trend by integrating social media in a campaign titled “A Really Goode Job.” The target audience was also particularly affected by the lagging economy, according to PRSA. According to Pew Research, millennials “have been the hardest hit by the "great recession." The company sought to leverage their affection with technology with the concept of stable employment, as portrayed through the position of “Wine Country Lifestyle Correspondent,” as described by PRSA.
According to PRSA: The campaign started out as a job search for a social media representative who, for six months, would be housed, exposed to various aspects of the culture and winemaking process at Murphy Goode and receive a monthly compensation of $10,000. The “Wine Country Lifestyle Correspondent” would write about his/her experience on various social media platforms to increase brand awareness among the campaign’s target audience. In order to be considered for the position, candidates would have to create a 60 second video and post it on YouTube, explaining why they would be the best fit. Murphy Goode launched the campaign on April 29, 2009.
Target Audience: According to Pew Research Social and Demographic Trends, the millennial generation (people born after 1980) are “confident, self-expressive, liberal, upbeat and open to change.” In an open ended question in a survey conducted by Pew Research in January 2010 that asked various people of different age groups what makes them...