Table of Contents

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Project Team : Caley Wilson, Dan Mathews, Jace Gregory,

Joshua Garlick, and Steven Tate

Situation Analysis ....

Goals and Objectives .......

Target Audiences ...

Key Messages ......

Positioning .....

Challenges .....

Communication Vehicles ...

Research Methods ......

Time Chart ....

Strategies and Tactics .....

Budget ........

Evaluation Plan ....

Advertising Plan ...

Events Plan ..

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Situation Analysis

The business has the potential of becoming more prominent and popular in the community as the number of followers increase and

as Soda Vine develops a unique and lasting reputation among those who have visited.

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Soda Vine is a small soda and dessert restaurant fashioned in a 50s theme located in the heart of Rexburg, Idaho. The restau-rant sells various delectable treats from butterbeer and Italian ice to pretzel bites and frosted sugar cookies. The menu is unique because of its home-made style treats and its wide variety of specialty drinks and flavors, but it faces hefty competition in the dessert niche. Local competitors include Great Scotts, Maverick, Kiwi Loco, Nielsens Cus-tard, and other ice cream parlors. The chal-lenge is to differentiate Soda Vine from oth-er similar and well established competitors.

Robyn Eastin, the owner of Soda Vine, has propelled her business forward by estab-lishing a family friendly environment and by ensuring the quality of her products. Mar-keting/PR specialist, Valerie Smith, has been working hard to increase awareness and to spread the word about Soda Vine. They are currently working on creating Twitter and Instagram accounts while operating a Face-book page and a website, sodavine-idaho.com. Page 4

Goals and Objectives

Our overall goal is to use social media mar-keting to reach our target audience of local families, students, and young adults, to generate positive reviews and customer loyalty and to es-tablish a brand that is set apart from other restaurants in the area.

We recognize that the number of followers is small and that many Rexburg locals are un-aware of what Soda Vine has to offer. In order to plan how to increase awareness, positive re-views, and customer loyalty, we met with the official Marketing Specialist, Valerie Smith.

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We want to diversify the types of social media that are being used by soda Vine. We understand that Soda Vine cur-rently has a its own website, a Facebook page, an Instagram account and is looking into twitter and other social media sites. We want to see soda vine diversify even more by pro-moting the use of Yelp, Urbanspoon, YouTube, Pinterest, Four-Square and LinkedIn, in order to attract more audiences to Soda Vine. With every new site we expect a 10% increase in activity.

We plan to start themed nights and meal calendar that can be shared through social media, advertising free cooking lessons and specials for date nights, family nights, etc. By creating a community event people will become more aware of the store, more fond of the food, and more loyal to the owners. We aim for an increase of 20 attendees on average by the first quarter.

Social Media

Success

Within the first business quarter:

Increase awareness and participation within the social media community by 10% per site

Increase the number of customers that enter on a weekly basis by 15%

Increase community participation by 9%

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Target Audience

Local families and residents: They are here year round and will provide stability for Soda Vine. We want to focus on es-tablishing traditions for locals involving Soda Vine. Students: Students will provide a large amount of profit once the image of Soda Vine has been more per-manently established

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Key messages

By raising awareness and community involve-ment, Soda Vine will become a tradition in the lives of locals and passer bys. Soda Vine will be the place to go after concerts and baseball games, on birthdays and holidays, or during fami-ly nights and couple dates. We want the old tradition of sitting at the bar and sharing shakes to be a tradition that those in Rexburg and even those driving by cant resist to contin-ue.

We want to further awareness and share memorable experiences with the community through promotional items such as social media, events, and merchandise.

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1. Share a treat with family and friends

2. Soda Vine: The Classy Way to Spend Your Time

3. Soda Vine: The Perfect Place to Spend a Dime (Inexpensive and fun)

4. Soda Vine: Mix Up Your Life

5. The Beginning of a Old Tradition.

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Positioning

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The gas station across the street and Neilsons Custard just down the block pro-vide soft drinks and ice cream at a reasona-ble price, but Soda Vine is unique because of its home-made style refreshments and its ret-ro environment. Soda Vine is a fun experience, and the di-verse selection of products makes every visit unique and exciting. Soda Vine is for those who love the quality of home cooking but have a sweet tooth that cant be satisfied at home. Escape the world of soft serve and soda machines, and indulge in a delicious homemade adventure.

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Challenges

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Soda Vine has a lot of competitors in Rexburg with similar menu options and low prices.

Because it is a new business, visitors will be quick to condemn it if customer service is at all questionable or if any of the food does not meet their expectations.

Word of mouth spreads quickly and some inaccurate information about the business and its products has been spread around.

Some people want to go somewhere for a meal and they dont think that Soda Vine has food that qualifies as a meal.

Initial costs of creating and maintaining a standing in the community can be costly. There is a lot of expense, time and effort that must be dedicated to those initial costs, otherwise the restaurant might not get up off the ground.

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Communication

Vehicles

The wallbring in a group of ten or more and you will be put on the wall

Air Dancerthere is no better way to grab the attention of passers-by than this

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T-shirts

Specialty Cups

Social Media Diversity

Report Card Specials

Rock the Jukebox for a needy family

Magnets

Elvis Selfiesgreat way to get people to post about your restaurant on social media

License Plate Covers

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Research Methods

We produced and conducted a survey to the stu-dents of BYU-Idaho. When we received the results, we were able to adjust certain aspects of our plan and were also able to see what changes needed to be made at Soda Vine. Word of mouth does a lot for a reputation of a company, business or institute. Through our research of talking to random customers or people on the street we were able to gather a general sense of what people do and dont like about Soda Vine. We understand that Soda Vine wants to focus more on the community of Rexburg and the citi-zens that are here constantly, so we conducted re-search to see how many locals actually attended So-da Vine in a weekend.

RESULTS:

Out of 53 people on a Friday night, 13 were locals

Out of 48 people on a Saturday night, 22 were lo-cals.

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1. What gender are you?

2. How old are you?

3. Are you married?

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5. If yes, how did you hear about Soda Vine?

6. Have you ever been to Soda Vine?

4. Have you heard of Soda Vine?

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7. Quality of products attract me towards casual restaurants.

8. How often do you use coupons for casual restaurants?

9. How do you normally arrive at casual restaurants?

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10. How often do you eat at casual restaurants (per week)?

11. What days do you normally eat at casual restaurants? (choose all that apply)

12. How many minutes do you spend in the casual restaurant per visit?

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3. Prices attract me towards casual restaurants.

14. How often do you drink sodas?

15. Do you think location matters for businesses?

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Time Chart

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Social Media: Facebook (Once a day) / Instagram (2-3xs a week) / Twitter (3-5xs a day)

Door hangers (once a month / once a se-mester - deals good till the end of the month)

Holiday events (Weekend / 2-3 days before holiday(s) come) Ex: Cabellas free picture with Santa and Ornament crafts

Age appropriate events (every other month, have a focus on the different age groups so no one group overwhelms the event)

Drink of the Month (One drink featured a month and so on)

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Strategies and

Tactics

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Strategy Tactics

Spread Awareness through-out Community

Create The Wall

Create Elvis Selfies

Place Air Dancer in front of building

Sell T-Shirts

Connect Jukebox with a charity organization

Create Magnets that contain a map showing the location of Soda Vine

Strategy Tactics

Diversify Social Media Create and maintain accounts on Twitter, Facebook, Four-Square, Urbanspoon, LinkedIn, Pinterest, Instagram, Yelp, and Youtube

Hire marketing intern to main-tain social media on daily basis

Radio Broadcasting Create 30 second audio com-mercial for Soda Vine

Contact local radio stations finding prices, time slots, and diversity between stations

Purchase slots that are during profitable listening time for Soda Vine (Weekdays 5-6pm) on various music stations (country, rock, hits, etc.)

Average prices are about $25 for a 30 second advertisement (may vary)

Suggested stations include KTMB, KLIX, KQEO, etc.

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Budget Item Estimated Cost Actual Cost

The Wall: Felt back drop, polaroid prints, polaroid camera

$155.00 $155.00

Cardboard cutout of Elvis

$35.00 $35.00

Air dancer $90.00 $90

200 Magnets $31.92 $31.92

T-shirts $466.00 $466

Total $777.92 $777.92

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Charge Number(s) Unit Number(s)

Groups of ten only One picture per group of ten

Free Selfie

opportunity

1

N/A 1

Free with drink of the month

200

$8.00 per t-shirt 25

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Evaluation Plan

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Use social media intern to be a spotter. (Calculate genders, ages, groups, food or-dered etc for X amount of time to track progress)

Take note on how many people sign up for cards / phone number sign in program

Surveys once a semester / vary questions, length and demographics. Different neigh-borhoods and apartment complexes (every 4 months)

Our Questionnaire / survey was part of the pre-implementation process

Produce receipt surveys / How are we do-ing? feedback

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Advertising Plan

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Media mix- Our plan uses mostly social media along with merchandise to increase awareness and involvement

Advertising Placement- Our advertising plan in-volves having Soda Vine materials on door hang-ers, refillable cups, photo opportunities and t-shirts so that the customers do most of the ad-vertising

Reach- Overall reach would be Eastern Idaho, but more specifically the Rexburg area and Madi-son County

Frequency-Our campaign has a high volume fre-quency. The social media efforts would be ongo-ing and daily. We want our audiences to look forward to events and specials on a regular and consistent basis

Audience- Local families (parents and grand-parents with children)

- students (college, high school, culi-nary arts students, study groups us-ing the wifi)

Ad specifications- See Examples

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Events Plan

Family Fun Day: face painting, hay rides, bounce houses, and games

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Events are the perfect way to expand busi-ness and to promote products. In order for Soda Vine to truly succeed, they need something that catches the attention of the audience. The main and inexpensive way to promote Soda Vine is to attend free farmers markets, or partner up with other businesses like Hemming Village, etc.

Because of our main audience target being families and locals, we think the best idea for an event is a Family Fun Day. You can host a day full of fun and activities for families, students and locals. With the $300 dollar/month budget, Soda Vine can incorporate that money to provide face painting, hay rides, bounce houses, and games. This provides ample opportunity to promote Soda Vine merchandise and offer them as prizes. The only price is an admission fee of $2 for children and $5 for adults for the attendees, with every-thing at the event being included in the price. This will be a way for the community to come see and try the products of Soda Vine and have a so divine day.

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