Table of Contents

Project Team : Caley Wilson, Dan

Mathews, Jace Gregory,
Joshua Garlick, and Steven Tate

Page 1

Situation Analysis .... Page 3

Goals and Objectives ....... Page 5

Target Audiences ... Page 7

Key Messages ...... Page 9

Positioning ..... Page 11

Challenges ..... Page 13

Communication Vehicles ... Page 15

Research Methods ...... Page 17

Time Chart .... Page 23

Strategies and Tactics ..... Page 25

Budget ........ Page 27

Evaluation Plan .... Page 29

Advertising Plan ... Page 31

Events Plan .. Page 33

Page 2

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.

Page 3

Soda Vine is a small soda and dessert

restaurant fashioned in a 50s theme located
in the heart of Rexburg, Idaho. The restaurant 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 Custard, and other ice cream parlors. The challenge is to differentiate Soda Vine from other similar and well established competitors.
Robyn Eastin, the owner of Soda Vine,
has propelled her business forward by establishing a family friendly environment and by
ensuring the quality of her products. Marketing/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 Facebook page and a website, sodavinePage 4
idaho.com.

Goals and
Objectives
Our overall goal is to use social media marketing to reach our target audience of local
families, students, and young adults, to generate
positive reviews and customer loyalty and to establish 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 unaware of what Soda Vine has to offer. In order
to plan how to increase awareness, positive reviews, and customer loyalty, we met with the
official Marketing Specialist, Valerie Smith.

Page 5

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%

Success

Social Media

We want to diversify the types of social media that are

being used by soda Vine. We understand that Soda Vine currently 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 promoting the use of Yelp, Urbanspoon, YouTube, Pinterest, FourSquare 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
Page 6
owners. We aim for an increase of 20 attendees on
average by the first quarter.

Target Audience

Local families and residents:

They are here year round and
will provide stability for Soda
Vine. We want to focus on establishing traditions for locals
involving Soda Vine.
Students:
Students will provide a large
amount of profit once the image
of Soda Vine has been more permanently established

Page 7

Page 8

Key messages

By raising awareness and community involvement, 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 family 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 continue.

We want to further awareness and share

memorable experiences with the community
through promotional items such as social media,
events, and merchandise.

Page 9

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.

Page 10

Positioning

Page 11

The gas station across the street and

Neilsons Custard just down the block provide soft drinks and ice cream at a reasonable price, but Soda Vine is unique because of
its home-made style refreshments and its retro environment.
Soda Vine is a fun experience, and the diverse 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.

Page 12

Challenges

Page 13

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.
Page 14

Communication
Vehicles

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

Page 15

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

T-shirts

License Plate Covers

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

Specialty Cups

Social Media Diversity

Report Card Specials

Rock the Jukebox for a

needy family

Magnets

Page 16

Research Methods
We produced and conducted a survey to the students 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 citizens that are here constantly, so we conducted research to see how many locals actually attended Soda 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 locals.
Page 17

1. What gender are you?

2. How old are you?

3. Are you married?

Page 18

4. Have you heard of Soda Vine?

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

6. Have you ever been to Soda Vine?

Page 19

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?

Page 20

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?

Page 21

3. Prices attract me towards casual restaurants.

14. How often do you drink sodas?

15. Do you think location matters for businesses?

Page 22

Time Chart

Page 23

Social Media:
Facebook (Once a day) / Instagram (2-3xs a
week) / Twitter (3-5xs a day)
Door hangers (once a month / once a semester - 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)

Page 24

Strategies and
Tactics
Strategy
Spread Awareness throughout Community

Page 25

Tactics

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
Diversify Social Media

Radio Broadcasting

Tactics

Create and maintain accounts

on Twitter, Facebook, FourSquare, Urbanspoon, LinkedIn,
Pinterest, Instagram, Yelp, and
Youtube

Hire marketing intern to maintain social media on daily basis

Create 30 second audio commercial 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.

Page 26

Budget
Item

Estimated Cost Actual Cost

The Wall: Felt

$155.00
back drop, polaroid
prints, polaroid
camera

$155.00

Cardboard cutout $35.00

of Elvis

$35.00

Air dancer

$90.00

$90

200 Magnets

$31.92

$31.92

T-shirts

$466.00

$466

Total

$777.92

$777.92

Page 27

Charge Number(s) Unit Number(s)

Groups of ten only

One picture per group of

ten

Free Selfie

opportunity

N/A

Free with drink of

the month

200

$8.00 per t-shirt

25

Page 28

Evaluation Plan

Page 29

Use social media intern to be a spotter.

(Calculate genders, ages, groups, food ordered 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 neighborhoods and apartment complexes (every 4
months)
Our Questionnaire / survey was part of
the pre-implementation process
Produce receipt surveys / How are we doing? feedback

Page 30

Advertising Plan

Page 31

 Media mix- Our plan uses mostly social media

along with merchandise to increase awareness
and involvement
Advertising Placement- Our advertising plan involves having Soda Vine materials on door hangers, refillable cups, photo opportunities and tshirts so that the customers do most of the advertising

Reach- Overall reach would be Eastern Idaho,

but more specifically the Rexburg area and Madison County
Frequency-Our campaign has a high volume frequency. The social media efforts would be ongoing and daily. We want our audiences to look
forward to events and specials on a regular and
consistent basis

Audience- Local families (parents and grandparents with children)

- students (college, high school, culinary arts students, study groups using the wifi)
Ad specifications- See Examples
Page 32

Events Plan

Family Fun Day:

face painting, hay rides,
bounce houses, and games

Page 33

Events are the perfect way to expand business 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 everything 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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