Samuel Adams Brewing the American Dream Advances Small Businesses – Case
Challenge
Create and activate a focused national social impact campaign to reinforce the Samuel Adams brand story, increase drinker and partner affinity, and drive employee engagement.
Select Activities
- Program development
- Strategic planning
- Leadership positioning
- Naming + messaging
- Impact storytelling
- Skills-based volunteerism
- Public-private partnerships
- Cause marketing
- Public relations
- Event planning + execution
- Grantmaking
- Government affairs
- Measurement + evaluation
Select Activities
- Program development
- Strategic planning
- Leadership positioning
- Naming + messaging
- Impact storytelling
- Skills-based volunteerism
- Public-private partnerships
- Cause marketing
- Public relations
- Event planning + execution
- Grantmaking
- Government affairs
- Measurement + evaluation
Overview
When Jim Koch founded Samuel Adams in his kitchen in 1984, he ignited a craft-beer revolution. Knowing how challenging it had been for him to build his business, Jim wanted to find a way to help other entrepreneurs take their best shot too. Building upon this vision, the Samuel Adams Brewing the American Dream (BTAD) program champions the ideas and dreams of small business owners who are pursuing their passion in the food and beverage, hospitality, and craft brewing industries. By providing capital, business coaching and access to networks, Samuel Adams rallies its employees, drinkers, business partners, local communities and government officials to help people get ahead.
From its launch in 2008, this program has become a core part of the Samuel Adams brand experience. Today, Founder Jim Koch is considered a national champion for lower and moderate-income small business owners and the company has received numerous awards including the prestigious Committee Encouraging Corporate Philanthropy (CECP) Founder’s Award for Excellence and an Engaged for Good Gold Halo Award. Since its inception, BTAD has made loans totaling over $100 million to support more than 4,200 small businesses and has provided coaching to close to 14,000 entrepreneurs. These loans have helped to preserve or create more than 11,0000 jobs in small businesses across America, supporting Jim’s vision to fuel the American Dream.
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