By Porch Light

Fountain Square Brewery

Client: Fountain Square Brewery (FSB) is a craft brewery and tasting room located in the eclectic neighborhood of Fountain Square in Indianapolis, Indiana. The brewery prides itself on bringing science to the art of brewing to consistently create a better tasting beer. They are known for their WorkingMan’s Pilsner, Hop for Teacher Pale Ale, and BackYard Porter.

Challenge/Situation: Fountain Square Brewery was established in 2010 and cultivated a loyal following. Patrons loved the funky taproom, friendly staff, and the WorkingMan’s Pilsner, an award winning beer. In January of 2014, Indianapolis was in the middle of a brewery boom, with a half a dozen establishments on the brink of opening. FSB feared getting lost in a crowded brewery market, and felt they were losing traction by not being as diligent on social media as some of their competitors. Management was focused on expanding the brewery and did not have the time in their busy schedules needed to manage social media and decided to seek outside assistance to build their presence and make them more competitive. FSB had 4,908 twitter followers and 4,290 Facebook fans as of January 2014.

Strategy: Porch Light worked with Fountain Square Brewery management to create a voice, content guidelines, and frequent posting schedule. Posts, content and frequency were refined on a monthly basis to help generate more engagement with fans. It was also important to have contests to encourage likes and followers. For example one of the most successful contests helped the brewery name one of their seasonal beers. The contest had a post reach of 10,300, 635 comments, and 2,400 post clicks.

Result: Fountain Square Brewery has seen a 41% increase in Facebook followers and 78% increase of Twitter followers in the year since Porch Light started managing Fountain Square Brewery’s social media. Fans are more engaged and Fountain Square Brewery has a notable presence on social media.