These questions needs to be done with the help of case study below:

On-Message Is More Than Words

In the increasingly competitive space of craft beer, there is often little means of differentiation besides the story told by its players. This story, a combination of what physically makes one brand different from the next and an actual personality attached to it, becomes crucial as a company attempts to first hook a prospective customer. The remaining chapters of this book are devoted to how that story is told from the Side Launch playbook. This chapter, however, implores marketers to coordinate a singular message through the growing number of tools that are used to tell the story.

Side Launch Brewing Company

Marketing communications, or integrated marketing communications (IMC), is a concept that borrows from the political campaign lesson of being on-message. No matter where the story is told, no matter how it may be viewed or heard, no matter who is telling the storyeverything must be on-message. What is the Side Launch message?

• "Quality," proclaims Chuck Galea, VP Sales and Marketing.
• "Approachable and drinkable," states Garnet Pratt, founder.
• "Accessible and consistent," asserts Michael Hancock, brewer.
• "Passion," concludes Lily Findlay, Territory Manager.
• "Authentic," states Dave Sands, VP Operations.

While no two Side Launch people might use the same words to describe the value proposition that must be communicated, it comes through in something less tangiblea feeling or attitude that is somehow released when the tab is popped on top of a can, or a tap handle is pulled by a bartender. "When we decided that we were going to start a brewery in Collingwood, the name 'Side Launch' just seemed perfect," recalls Garnet. The name comes from a legendary practice of how the shipbuilders of Collingwood, sadly removed from the economy years ago, would launch newly christened ships into the waters of Georgian Bay in Lake Huronsideways. The massive and sudden displacement of water caused by the mammoth ships plunging sideways into the lake became a spectacle attracting visitors from far and near. "We were all enamoured with the celebratory nature of the side launch," Michael recalls. "It spoke of workmanship, people, gathering, and communityall values we wanted to come from each pour," added Garnet.

In the Side Launch Brewing Company world, integrated marketing communications is not even a conscious strategy. It breathes throughevery pore of the operation. The front desk, reception area, and retail area are literally part of the brewery. You see, smell, hear the experience of beer being made whether you come for a meeting, for a job interview, or to pick up a few cans of your favourite brew. The actual "desk" itself is a bar built of beautifully restored 40-foot Douglas fir logs reclaimed from the shipyards from which the brewery got its name. The logo is on all the packaging, carefully thought through to convey the emotion. The bold and empowered Canadian-made ship icon, of course, also graces every piece of swag (proudly worn by every employee and clearly visible to the world that visits). Its attitude bleeds through all advertising, social media post, sales calls, or any of the multiple events in which Side Launch participates. It is presented iconicallyeverywhere, communicating the values, the promise, the celebration of Side Launch.

1. Besides a commitment to making high-quality beer, what other words could be used in an IMC campaign for Side Launch?
2. Go online and identify IMC tools currently being used by Side Launch.
3. Given the young age of Side Launch as a brewery, and some of its beer products specifically, what is the most logical strategy for it to use in its marketing communications?