Blog Post

Telling the Story of Anheuser Busch’s Investment in Colorado Communities

Evaluating the impact of journalism and communications
January 14, 2019

Telling the Story of Anheuser Busch’s Investment
in Colorado Communities

Challenge:

In 2015, the brewing landscape in Colorado was fluid and uncertain. Despite its proud history as a major fixture in the Centennial State, Anheuser-Busch’s positive local impact and significant local investments were underappreciated.

Our objective was to raise the profile and enhance the reputation of Anheuser-Busch in Colorado, demonstrating to policymakers and opinion leaders its positive impact, including its substantial Colorado workforce, sustained economic and community investments, constant innovation and commitment to environmental stewardship.

Approach:

SE2 developed a content strategy that offered a local take on national Anheuser-Busch initiatives while highlighting Colorado-specific stories about its economic impact, environmental breakthroughs and support for the state’s entire beer industry. Our target audience included Colorado elected officials, community and business leaders, and members of the media.

We promoted these messages through social, owned and earned media channels, and hosted and events to engage both key influencers and the broader community.

Results:

Over three years, we launched and grew the Anheuser-Busch Colorado Facebook and Twitter channels and an e-newsletter, positively engaged the Governor and other state officials, highlighted the company’s statewide community benefits, and watched the political climate shift from challenging to much more positive.

We acquired more than 3,900 engaged social media followers, maintained an average e-newsletter open rate of 37.7% (greatly exceeding industry standards), and reached many millions locally and nationally through online, TV, radio and print placements. Additionally, we secured multiple media interviews for key team members. Events were attended by various state and local officials, garnering coverage from USA Today, The Denver Post, and Denver’s TV network affiliates, among many other media outlets.

Most importantly, the outreach delivered key proof points and compelling stories about Anheuser-Busch’s history and impact in Colorado, brewing good will across the state.

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In 2015, the brewing landscape in Colorado was fluid and uncertain. Despite its proud history as a major fixture in the Centennial State, Anheuser-Busch’s positive local impact and significant local investments were underappreciated.

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