Keg Grove

Brewing Company

Prepared by:

Dani Lamb, Sabrina Spadoni, Salma Vera,

Mackenzie Mishka, & Charlie Allen
Keg Grove Brewing Company
Management Team
DSMC Public Relations Agency

April 2, 2021
Table of Contents

Page
Executive Summary 3
Introductory Summary 3
1.0 Organization Background 4
1.1 Business definition 4
1.2 Vision/ Mission 4
1.3 Organization Structure 4
1.4 History & Culture 4
2.0 Situation Analysis 6
2.1 Definition & Scope of Situation 6
2.2 Stakeholders Effected 6
2.3 Competition 7
2.4 SWOT Analysis 8
2.5 Market Position 9
3.0 Plan 10
3.1 Objectives, Strategies & Tactics 10
3.2 Critical Success Factors 13
3.3 Key Performance Indicators 14
3.4 Budget & Resource Allocations 15
3.5 Timeline 15
3.6 Evaluation Method & Anticipated Results 16
Appendices 17
A. Budget 17
B. Timeline 18
C. Trail Map 19
References 20

Page 2 of 21
Executive Summary

The Keg Grove Brewing Company is a community-based brewing company. The brewery and
taproom are located in Bloomington, IL adjacent to Constitution Trail. The goal of our plan is to
create a more streamlined and interactive social media, in turn gaining more of their desired target
audience.
This document is a proposed plan for the 2021-2022 fiscal year to increase annual revenue and
improve internal and external communication throughout Keg Grove Brewing Company. The
proposed plan was done from extensive research and meetings with the brewery to help further
explain what steps need to be taken in order to achieve the goals of the company.

This plan was created after carefully looking at the current operations and management for Keg
Grove. These objectives were set in place to help management achieve their goals. A series of six
objectives have been put in place to help Keg Grove expand their business. The objectives for this
plan include:

To develop and implement a budget by 100% by the ownership by July 2021.

To increase knowledge of owners on budget implementation by 100% by June 2022.

To increase awareness among families who utilize the trail about Keg Grove’s location by 20%
by June 2022

To increase positive attitudes among people with children in the community towards a family
friendly environment at Keg Grove by 20% by June 2022

To increase awareness and positive attitudes of Keg Grove beer by craft beer drinkers outside of
the BloNo area by 30% by June 2022.

Rebrand Keg Grove social media to achieve a 10% increase in current followers that follow other
breweries and bars in the BloNo area among men aged 34-44 by August 2021.

In order to have a successful plan, each of these objectives must be achieved by June 2022. It is
important to keep track of these objectives to make sure the timeline is being followed and ensure
the brewery is on the right path to success. The improvement of internal issues, such as budgeting
and capitalizing on their location are key factors to help the brewery achieve success. With the
improvement of KGBC’s social media presence it will bring more attention to the company. The
previously listed objectives all lead to the final goal of more people knowing and going to Keg
Grove Brewing Company. Which in turn will lead to Keg Grove becoming more well known
outside of the BloNo area.

Page 3 of 21
1.0 Organization Background

This section provides an inside look at who Keg Grove is as an organization. This covers the
business definition, mission statement, organization structure and history of Keg Grove Brewery.

1.1 Business Definition

Keg Grove Brewing Company has been serving craft beer in the Bloomington-Normal
area since the summer of 2018. The company started as a hobby for the owners, Jeff
Mroz and Tyler Cox, and eventually turned into a brewery and spin off taproom. In total,
they employ six part-time servers and bartenders, two-part time brewers, and one full-
time employee that runs the day-to-day operations. The owners and employees reside in
Bloomington-Normal as a testament to the community. Keg Grove Brewing Company
derives its name from the original name of Bloomington-Normal, Keg Grove, to pay
homage to the area they love so much. The company has 12 beers on tap, five canned
beers, a growler club, as well as four and six packs to go.

1.2 Vision/Mission

Keg Grove’s motto “Community first, Beer first,” consolidates the two things that drive
Keg Grove's passion for crafting delicious beer and the community they are creating it
for.

1.3 Organization Structure

Keg Grove Brewing Company has a total of 10 employees. On the brewing/production

side there are two part time employees, while on the taproom side there are six part time
staff and one full time staff member. At Keg Grove there is an Owner-Operator, who
holds the largest percentage of ownership, handles beer recipe design and financials.
There is a second Owner-Operator, who oversees day-to-day brew operations and handles
all graphic design, and there is a Director of Sales, who is not involved in day-to-day
taproom or brewing but does handle all distribution sales and logistics. In addition, Keg
Grove has a Director of Taproom Operations that handles all day-to-day operations and
social media accounts. Below is a list of the full-time employees.

• Director of Taproom Operations: Lacey Fischer

• Owner-Operator: Jeff Mroz
• Owner-Operator: Tyler Cox
• Director of Sales: Jeff Knauf

1.4 History & Culture

In 2008, Keg Grove owners Jeff Mroz and Tyler Cox started brewing beer together in
Jeff’s garage. This weekend hobby would soon grow into a fully functioning brewery. In

Page 4 of 21
2015, owners Jeff, Tyler and a few others started building the Keg Grove Brewing
Company (KGBC) from the ground up. It took three years of business planning and
building, but Keg Grove finally opened on June 1, 2018.

In the first two years of business, KGBC had surpassed all of the financial and strategic
goals they had set in the original business plan by integrating with the community and
brewing good beer. Keg Grove was able to expand their self-distribution to an hour’s
radius of Bloomington-Normal and installed larger brew tanks in March 2020. A canning
line was added in September of 2020 to further increase Keg Grove’s production and to
give a better variety of canned products for in-house consumption and distribution.

Keg Grove puts community and friendliness first. They work to create a culture of
relaxation on their outdoor patio and inside their taproom. They are open Wednesday-
Sunday during the winter and seven days a week during the summer and have kept their
patio open during the COVID-19 pandemic (when inside dining was restricted). Their
employees pride themselves on being a family friendly and relaxed environment. Even
though the brewery is mainly for adults, they serve soda and snacks to kids. In addition,
the employees actively seek to educate their customers about craft beer by June 2022.

Community outreach is very important to Keg Grove. The brewery occasionally has
different food trucks, which allows for more revenue and traffic to be brought in. This is
beneficial for the community because one of the food trucks is from Bloomington. This
helps Keg Grove to be more involved and partners with local restaurants, one being
Smoking Grill. They are also quick to sponsor events and donate to local charities.
“Community First, Beer First,” is their motto. Most of their promotions often give local
nonprofits a portion of their profits sold. A few nonprofits Keg Grove works with are
Boys and Girls Club of Bloomington-Normal as well as Child Protection Network. Keg
Grove offers these nonprofit organizations meal deals where they work with local
restaurants, like Luca Grill, and sell pizza and drinks which then profits back into the
organizations. Keg Grove recently offered a promotion that was a beer and girl scout
cookies, in this promotion the profit was donated to Girl Scouts. The brewery also is
known for donating beer and having a fundraiser for the zoo called “Brews at the Zoo”.

Page 5 of 21
2.0. Situation Analysis
Keg Grove upcoming local business that is preserving through the pandemic. The organization
needs to develop a budget as well as continue to market to families. This is important because it
will help Keg Grove to bring in more customers and improve business. Keg Grove focusing on
creating a strong budget will help them to track their financial situation. It is necessary for an
organization to track how much they spend as well as their income.

2.1 Definition & Scope of Situation

Keg Grove is a major brewing company located in Bloomington-Normal, Illinois. Keg

Grove sets itself apart from the other four breweries located in town by focusing on its
community and crafting a staple beer for its people. Keg Grove loves its community so
much that they even named themselves after it. Legend has it that back then, the
Bloomington-Normal area was known as Keg Grove.

Keg Grove brews new beer inspired by holidays or awareness months, for example, the
month of March is Women’s History Month and Keg Grove brewed a beer called “I’m
the One’ dedicated to women. The women within the staffing of Keg Grove got together
and created this beer for their customers.

Keg Grove is currently open for both indoor seating and outdoors on the patio. Although,
when visiting, COVID-19 guidelines are to be followed such as; having only ten guests
per table and masks are required when you are not at your table. Keg Grove has a
selection of cans, drafts, bottles, and to-go beers. There are 12 different kinds of tap
beers, 6 single beer cans, and 6 on deck beers available to customers, and due to high
demand for these products, they are no longer taking delivery orders.

Although Keg Grove is an outstanding brewery that cares about making its community
happy, it is also one of the two breweries in Bloomington-Normal that does not sell food.
Keg Grove could potentially gain more customers if they sold food at their location.

2.2 Stakeholders Effected

Multiple stakeholders are reliant on Keg Grove Brewing Company remaining a presence
in the Bloomington-Normal community. External stakeholders include craft beer
drinkers, AA groups, and general members of the community. Keg Grove makes in house
craft beers for their customers. Current customers want a beer that is different from big
name breweries like Miller Lite or Corona, and Keg Grove provides a place for adults to
expand their palate. Alcoholics-Anonymous is another stakeholder that has an interest in
a local brewery. Their concern is that another establishment dedicated to drinking is in a
community already flush with bars and college students. General members of the
community might also express a similar concern, but others may focus on the business

Page 6 of 21
side of having a brewery. Keg Grove’s operation provides a good source of tax revenue
as well as employing members of the community. With many small businesses already
closed because of Covid-19, Keg Grove is a small business that has had to alter their
plans, but not give up on their motto of putting the community first. Internal stakeholders
are the ten employees employed by Keg Grove. Keg Grove has remained safely open
during the pandemic to provide wages to their employees, without sacrificing the health
of any stakeholders.

2.3 Competition

Keg Grove is one of four major breweries in Bloomington-Normal. Each brewery has its
own uniqueness with different types of a beer and food. Keg Grove’s focus on
community and staple beers sets them apart from the other breweries, but there is major
competition in town. Destihl, Lil Beaver Brewery, and White Oak Brewery are the major
competitors for Keg Grove. Keg Grove is one of two breweries in town that do not sell
hot food out of their own kitchen, simply because they don’t have one. Lil Beaver just
opened their kitchen, and Destihl already has a brewing site with a kitchen as well as a
fully functional restaurant. This causes competition for Keg Grove because of them
having more food options, which allows for more customers to come for sit down meals
rather than when going to Keg Grove for a drink and finger foods.

Destihl: Destihl restaurant and brewery has two locations in Bloomington-Normal. They
have their fully functional restaurant that sells their beer on tap. They also have a separate
brewery that customers can tour, and their beer hall right next to the brewery where
customers can enjoy their beer on tap and order food. The beer hall also has a fully
functional kitchen. Destihl also cans beer and distributes to stores all around central
Illinois. They are best known for their sour beers. Destihl’s brewery is a direct competitor
of Keg Grove, due to their fully functional restaurant, more seating, and overall, more
resources to brew more beer quicker.

Lil Beaver Brewery: Lil Beaver Brewery is located in Bloomington and brews their own
draft beer, known for unique flavors. Lil Beaver is one of the most direct competitors of
Keg Grove as they usually attract the same type of demographic. Lil Beaver recently
renovated their outdoor patio and added a kitchen with a high-end chef from the BloNo
community. Lil Beaver also cans their products as well, but Keg Grove seems to have a
better and larger distributing presence across central Illinois.

White Oak Brewery: White Oak Brewery is a direct competitor of Keg Grove’s located in
Bloomington. They brew their own beer, distribute some, and just recently renovated
their taproom and seating area. Similar to Keg Grove, White Oak does not sell food. In
addition, White Oak seems to have regular, repeating customers that come to their

Page 7 of 21
taproom. Keg Grove welcomes regulars but also sees a lot of new customers and new
business, especially during the summer.

We currently view Destihl as presenting the most threat to KGBC, followed by Lil Beaver and
White Oak respectively.

2.4 SWOT Analysis

Aspects Implications Possible Actions

Strengths A variety of craft Well-made products Continue to develop new
beers. bring customers in. flavors.
Open indoors and People uncomfortable Expand outdoor seating to
outdoors. dining indoors during allow more customers
COVID-19 can especially in the spring and
experience it outside on summer months.
the patio.
Welcoming Easy to order/no Offer tours/experience to
atmosphere. judgment if you don’t customers for them to learn
know about more about the beer making
beer/friendly. process.
Care about Well known in the Start a local foundation.
community/donate a community because they
lot to local seek out opportunities to
organizations. donate and be involved
in.
Weaknesses Not open 7 days a Loss of sales and people Change hours to help
week. will look somewhere increase sales opportunities.
else, possibly Destihl or
the other breweries
nearby.
No kitchen. Does not bring in as Work with local restaurants
many customers as they to bring food trucks to
could. KGBC.
Don’t have the Just able to can beer at a Create more ways and places
largest distributing faster rate, so catching to distribute their canned
in town. up with Destihl on the beer.
production side.
Opportunities Being in college Being in a college town Can market to a larger
town/location. and in the middle of population of people 21+
Bloomington allows for due to being located between
close proximity to two college campuses and
people who drink beer. on Constitution Trail.
COVID-19 vaccine COVID-19 goes away, Have a plan to have a large
is now being made they can welcome more event when restrictions are
available to all. customers while feeling lifted (see tactics.)
safe.

Page 8 of 21
 Promote Helps increase sales. Social media campaign.
karaoke/fun games
to attract more
people.
Threats Competition with May be difficult to keep Expand selling products to
larger breweries in up with larger known other stores rather than just
town. companies. local.
Actual location Customers essentially A sign on Empire Street.
hidden from main have to be looking to go
road. there, most won’t just
pass it and decide to
stop.

2.5 Market Position

Keg Grove is a small brewery in Bloomington-Normal that is trying to expand into a

more well-known brewery amongst people in and out of Bloomington-Normal. It is
located between both college campuses, Illinois State University and Illinois Wesleyan
University. Keg Grove provides an atmosphere that is welcoming to all ages. The goal for
Keg Grove is to bring in more 21+ people while still maintaining a family friendly
atmosphere. This would set Keg Grove apart from their competition because there would
be drinks for those who are of age, while still offering those who are underage a good
time. This would achieve Keg Grove’s goal of reaching more families, which is their
intended target audience. The patio area has been updated and renovated for the new
season of beer drinkers to come and enjoy their signature beer. What makes Keg Grove
stand out is the variety of food trucks brought to the restaurant, which offers different
foods for people to try.

Keg Grove is known for their care and consideration of the community. Their motto
states “Beer First. Community First.” The owners are all locals of the Bloomington-
Normal community, which provides Keg Grove a homey feel to the atmosphere. This
homey feel is beneficial because it can help to draw in more locals to Keg Grove.

Page 9 of 21
3.0 Plan

Below is the plan provided the specific objectives, strategies, and tactics for Keg Grove. The
following section goes into detail about how the organization can develop a budget, increase
knowledge on budgeting, increasing awareness and other important objectives. The conclusion
includes KPIs that will help measure a path to success.

3.1 Objectives, Strategies, and Tactics

Objectives Strategies Tactics

1. To develop and implement a budget by Manager/Owner Buy a training course
100% by the ownership by July 2021. training. through Pryor Learning.

(Rationale: There is no current budget Owner and management

work through the course
together until completion.
Benchmark: Since there is no budget,
budget development and implementation Become familiar with entry
are at 0%.) level accounting.

Become familiar with excel

Manager/Owner for budgets.
engagement.
Have detailed knowledge
of bank accounts.

Having a budget will allow

you to track donations and
write them off on taxes.

Measuring sales from

Measurement strategy
distribution and taproom
and subtracting expenses to
measure profit.

2. To increase knowledge of owners on Maintenance strategy Bi-monthly budget

budget implementation by 100% by June to keep up with meetings to keep on track
2022. budget. with the budget.

(Rationale: Budget needs implementation Each meeting includes 20

strategy throughout the fiscal year. minutes of additional
Learning strategy. budget training.
Benchmark: No current budget, so
implementation is at 0%.)

3. To increase awareness among families Social media strategy. Scheduled posts on

Page 10 of 21
 who utilize the trail about Keg Grove’s Facebook highlighting the
location by 20% by June 2022. constitution trail and
upcoming events for kids.
(Rationale: Keg Grove is in close
proximity to the trail and currently they do Social media schedule, post
development, influencer
not capitalize on that opportunity.
identification.

Benchmark: Average trail passes per day Over The Edge event - an
on Keg Grove route average 869-882 Event strategy. event in the summer in
(number of passes per counter each day); uptown - could connect
Estimated 60% of passes involve family with riding bikes/walking
members.) down Constitution Trail
and having activities along
the way until you hit Keg
Grove.

“Bike Crawl” - stopping at

different places/businesses
along the trail; incentives
for stopping, etc. If you go
to each shop, you get a
punch card; if you get all
the punches you can get a
free beer at Keg Grove.

Increase awareness of .2 miles sign towards Keg

proximity on the trail. Grove on the trail - contact
city but KG pays for it.
4. To increase positive attitudes among Increase attendance of Provide kids food options
people with children in the community families with young via food trucks and other
towards a family friendly environment at children. snack items.
Keg Grove by 20% by June 2022.
Create kiddy drinks for
(Rationale: currently half of all customers Engagement strategy. kids with no alcohol.
would not bring their children to Keg
Make your own root beer
Grove.
for kids.
Special event strategy.
Benchmark: 44% of survey participants First Friday of every month
said they would not bring their children to is “Kids Night” where they
a brewery, meaning 56% would.) bring out activities.

Bring in activities for kids

To increase awareness and positive
attitudes of Keg Grove beer by craft beer
including Gingerbread
House play area and Iron
Coyote obstacle course.
Distribution Strategy. Expand distribution from
100 miles to IL state-wide.

Page 11 of 21
 drinkers outside of the BloNo area by 30%
by June 2022. Partnership strategy. Partner with Chicago and
other breweries to build
(Rationale: Keg Grove’s distribution and relationships in different
awareness goals surround being able to get communities across IL
Keg Grove beer further than their current including Elmhurst
100-mile radius. Brewing Company,
Revolution Brewing Co &
Benchmark: In Illinois, craft beer drinkers Sketchbook Brewery.
21+ consume 1.2 gallons of craft beer per
year.) Social media strategy. Targeted Facebook &
Instagram ads to other parts
of Chicago because of the
large population.

Advertising strategy. Create a Social media

schedule.

Radio ad on WGN.

6. Rebrand Keg Grove social media to
achieve a 10% increase in current followers
that follow other breweries and bars in the
BloNo area among men aged 34-44 by
August 2021.
(Rationale: Men are the higher consumers
of craft beer, but they do use social media
as much as women do.
Benchmark: Current Facebook likes: 6,608
with 13% or 859 men aged 34-44. Current
Instagram follows: 3,036. No current
TikTok.)
Social media strategy. Create a social media
content calendar including
engaging posts.
Growler contest - share and
like our page for your
chance to win a growler of
your choice.
Instagram interactive
stories utilizing polls and
questions.
Gear different content
towards their social media
accounts.

TikTok account – Videos

on how they make their
beer.

Page 12 of 21
3.2 Critical Success Factors

Objectives Opportunities Barriers Environment Resources

To develop and Ability to keep Staff not Effects an Use of Excel for
implement a track of their knowledgeable employee's budgets.
budget by 100% monetary about creating ability to run the
by the ownership spending and and business. Employee/owner
by July 2021. profits. implementing ability to create
budgets. budget.
Eliminate
unnecessary Consistent bi-
spending and monthly budget
increase profits. updates.
To increase Ability to Training for Training for Training class for
knowledge of implement a budgets or hiring budgets or hiring budget
owners on budget budget with someone to do it someone to do it development and
implementation correct advice can be expensive can be expensive implementation.
by 100% by June and training. and time and time
2022. consuming. consuming. Use of Excel for
budgets.
To increase Attract more Trail is Customer Signage.
awareness customers from maintained by convenience.
among families foot/bike traffic the city, would Additional bike
on trails. have to get More community racks.
who utilize the
approval for engagement from
trail about Keg Community events. both customers Approval from city
Grove’s location events utilizing and employees. for trail events.
by 20% by June trail.
2022.

To increase Increase the Kids can’t drink Additional place Coloring

positive attitudes amount of beer. community activities/books.
among people product being parents can be
sold. From survey with their kids. Kiddy cocktail
with children in
results, we found mix/drinks.
the community Increase some adults both
towards a family opportunities for with and without Bringing other
friendly families to go kids want to have businesses out for
environment at out. an adult drinking kid’s activities
Keg Grove by environment. (Gingerbread
20% by June House, Iron
Coyote etc.)
2022.
Food trucks/kid
food.

To increase Increase brand Increase cost of Allows Cost of

awareness and name awareness distribution. customers from distribution/adverti

Page 13 of 21
 positive attitudes in Illinois for all over IL to buy sing/canning.
of Keg Grove KGBC. Increase cost of Keg Grove beer.
beer by craft beer advertising.
drinkers outside Increase Employ more 2 additional
of the BloNo area distribution sales. people for employees for
by 30% by June distribution. distribution.
2022.

Rebrand Keg Increase social Increase Effects employee Social media

Grove social media awareness employee time time. manager
media to achieve in BloNo of needed to (Hootsuite.)
a 10% increase in KGBC. streamline social Effect’s customer
current followers media. and community Products for
that follow other TikTok allows view of giveaways.
breweries and for different Learning how to organization.
bars in the BloNo platforms to create a social Social media
area among men share beer media calendar. calendar.
aged 34-44 by making videos.
August 2021. Learn how to
Social media properly use the
calendar allows platforms to
for consistent reach target
social media audiences.
campaigns.

3.5 Key Performance Indicators (KPIs)

Objective: To develop and implement a budget by 100% by the ownership by July 2021.
• Benchmark: No current budget (0%)
o KPI: 100% Increase in budget implementation over one month.
o Evaluation: Will the budget be implemented?

Objective: To increase knowledge of budget processes by 100% by June 2022.

• Benchmark: No current knowledge (0%)
o KPI: Increase knowledge of budget processes by 8.3% monthly until June 2022.
o Evaluation: Re-evaluate budget and monetary spending after budget
implementation training.

Objective: To increase awareness among families who utilize the trail about Keg Grove’s location
by 20% by June 2022
• Benchmark: Average trail passes per day on Keg Grove route average 869-882 (number
of passes per counter each day); Estimated 60% of passes involve family members.

Page 14 of 21
 o KPI: Marketing and events on the constitution trail should increase by 1.6% each
month from June 2021 through June 2022, increasing the trail passes on days of
events by 173 passes per event.
o Evaluation: After marketing and events, determine if there is more foot/bike
traffic coming from the trail by counting number of bikes on bike racks or
conducting exit surveys

Objective: To increase positive attitudes among people with children in the community towards a
family friendly environment at Keg Grove by 20% by June 2022
• Benchmark: 44% of survey participants said they would not bring their children to a
brewery, meaning 56% would.
o KPI: Increase positive attitudes by 1.6% each month from June 2021 to June
2022.
o Evaluation: Re-distribute survey to stakeholders to increase to 76%.

Objective: To increase awareness and positive attitudes of Keg Grove beer by craft beer drinkers
outside of the BloNo area by 30% by June 2022.
• Benchmark: In Illinois, craft beer drinkers 21+ consume 1.2 gallons of craft beer per year
o KPI: Increase and measure distribution sales among craft beer drinkers of the
greater Illinois residents by 2.5% monthly until June 2022.
o Evaluation: Analyze distribution profit data of sales outside BloNo.

Objective: Rebrand Keg Grove social media to achieve a 10% increase in current followers that
follow other breweries and bars in the BloNo area among men aged 34-44 by August 2021.
• Benchmark: Current Facebook likes: 6,608 with 13% or 859 men aged 34-44. Current
Instagram follows: 3,036. No current TikTok.
o KPI: Increase of men aged 34-44 following Facebook by 28 followers each
month. Increase of 400 total Facebook likes each month; should finish with 7,268
likes. Instagram should increase 101 followers each month to be at 3,339
followers. TikTok account created.
o Evaluation: Look at numbers through August to see growth.

3.6 Budget & Resource Allocations

The budget for this plan includes KGBC’s taproom sales for 2020 and expenses related to our
strategic plan. KGBC did not have a business budget, so we were unable to determine net profit
and distribution sales. The total expense for this strategic plan is $1,515.04

3.7 Timeline (beginning with the proposal’s acceptance/approval)

The purpose of the timeline provided is to help Keg Grove make sure that all milestones are
completed by a specific deadline. This timeline helps management by instructing them when
things should be completed.

Page 15 of 21
3.8 Evaluation Method & Anticipated Results
To evaluate the strategic plan, measurements must be taken throughout the year the plan is
implemented. Evaluation measurements include- social media follower accounts, evaluations of
new budget, tracking sales and foot traffic from Constitution Trail, tracking people and children
at the taproom, and analyzing distribution profit data.

Objective: To develop and implement a budget by 100% by the ownership by July 2021.
• If the ability to track revenue and expenses, help save and track money, and know how
much money is being saved each month by implementing a budget, the objective has
been successfully met.
• If it’s unsuccessful, look for outside resources as to why the budget hasn’t worked and
how KGBC can move forward.

Objective: To increase knowledge of owners on budget implementation by 100% by June 2022.

• If the budget is developed and implemented to further track spending and decrease
unnecessary items with monthly budget meetings over the course of a year, this objective
has been met.
• If it’s unsuccessful, consider hiring a budget consultant to implement and track the
budget.

Objective: To increase awareness among families who utilize the trail about Keg Grove’s location
by 20% by June 2022
• If Keg Grove increases foot and bike traffic based on their location on the constitution
trail by 173 passes per event, this objective will be met.
• If it’s unsuccessful, adjust events and promotions for the trail.

Objective: To increase positive attitudes among people with children in the community towards a
family friendly environment at Keg Grove by 20% by June 2022
• If more families with younger children come to the taproom and 76% of people surveyed
will mark KGBC as a family-friendly environment, the objective will be met.
• If it’s unsuccessful, re-evaluate activities and promotions geared towards kids.

Objective: To increase awareness and positive attitudes of Keg Grove beer by craft beer drinkers
outside of the BloNo area by 30% by June 2022.
• If Keg Grove increases distribution sales and awareness across the state of Illinois among
craft beer drinkers, this objective will be met.
• If it’s unsuccessful, continue to build relationships with communities outside of BloNo.

Objective: Rebrand Keg Grove social media to achieve a 10% increase in current followers that
follow other breweries and bars in the BloNo area among men aged 34-44 by August 2021
• If KGBC has a larger brand presence online and has the ability to reach and attract more
customers, growing their following by 10%, specifically among men aged 34-44, this
objective will have been met.
• If it’s unsuccessful, continue to use social media to attract customers.

Page 16 of 21
Appendices

A. Budget

Page 17 of 21
B. Timeline
This timeline goes until June 2022, but due to space we can only include photos up to May 7,
2021.

Page 18 of 21
C. Trail Chart.

Page 19 of 21
References

4-Pack premium Cello crayons (125 packs of 4 each = 500 CRAYONS/CASE). (n.d.). from
https://www.pospaper.com/4-pack-premium-cello-crayons-500-
crayons.html?gclid=CjwKCAjw9MuCBhBUEiwAbDZ-
7r61xryByPDWypxvsbS555N8EJcRqrvvDRtQpPh-JBTSQlu-2R0hwRoCMjgQAvD_BwE

Bloomington Illinois demographics data. (n.d.). Retrieved, from

https://www.towncharts.com/Illinois/Demographics/Bloomington-city-IL-Demographics-
data.html

Budget management - a budget management training course. (n.d.). Retrieved from

https://www.pryor.com/training-webinars/budget-management-training/

Bulk activity pad assortment. (n.d.). Retrieved from https://www.orientaltrading.com/bulk-

activity-pad-assortment-a2-
12_3514.fltr?sku=12%2F3514&BP=PS544&ms=search&source=google&cm_mmc=GoogleP
LA-_-1398795105-_-58038647267-_-
12%2F3514&cm_mmca1=OTC%2BPLAs&cm_mmca2=GooglePLAs&cm_mmca3=PS544&c
m_mmca4=FS39&cm_mmca5=Shopping&cm_mmca6=PLAs&cm_mmc10=Shopping&cm_m
mca11=12%2F3514&cm_mmca12=144ct-Bulk-Activity-Pad-
Assortment&gclid=CjwKCAjw9MuCBhBUEiwAbDZ-7mEcDStJwDK9u7RzssHJlks-
Evx_t2lFcIa68nVPxIvYGYjGB8_DhBoCongQAvD_BwE

Face masks: Select screen prints. (n.d.). Retrieved from

https://www.selectscreenprints.com/facemasks

Global Industrial™ Grid Bike Rack. (n.d.). Retrieved from

https://www.globalindustrial.com/p/outdoor-grounds-maintenance/bikes-racks-and-
storage/bike-racks-and-storage/10-bike-double-galvanized-
1?infoParam.campaignId=T9F&gclid=CjwKCAjw9MuCBhBUEiwAbDZ-
7tNC6yHuYVGvI3flGYbp56K4KndXVaL3F-NSzxENCPiUGiWTj6F_7hoCEp4QAvD_BwE

Lua, A. (2020, June 30). Facebook ads cost: The complete guide to the cost of facebook ads.
Retrieved from https://buffer.com/library/facebook-advertising-cost/

Rose Grenadine Fluid Ounce. (n.d.). Retrieved from https://www.amazon.com/Roses-Grenadine-

Fluid-Ounce-Bottle/dp/B07DK5C8QG/ref=asc_df_B07DK5C8QG/?tag=hyprod-
20&linkCode=df0&hvadid=475857992847&hvpos=&hvnetw=g&hvrand=1492412138105833
0721&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9022129&
hvtargid=pla-1190412336657&psc=1

State craft beer sales & production Statistics, 2019. (2020, August 13). Retrieved from
https://www.brewersassociation.org/statistics-and-data/state-craft-beer-stats/?state=IL

Page 20 of 21
WGN- radio advertising costs. (n.d.). Retrieved from https://www.gaebler.com/WGN-AM-IL-
Radio-Advertising-
Costs++20642#:~:text=Radio%20Advertising%20Rate%20for%20WGN,estimated%20ad%20
rate%20is%20%24362.00

Page 21 of 21