GROVE WINERY

NC FOOD RODEO

___________________________________________________________________________________________________________________________________

MEET THE TEAM

Allison Conway

Abbey Hay

Dylan Williamson

Natalia Janowicz

Strategic Planning Manager

Tactical/Media Planning Manager

Research Director

Creative Director

451 Marketing, 600VOLT

TDL-London, McGarryBowen

Design Comfort

Junior Tennis Champion Center

AGENDA

Client Goals

Tactics

Primary Research: Key Findings

Timeline

Campaign Goals

Budget

Target Audience

Measurement

Creative Campaign

Addendum

Strategy

CLIENT GOALS

Increase general
attendance

Attract millennial
generation

Promote Grove
Winery and NC
Food Rodeo

PRIMARY RESEARCH: KEY FINDINGS

1. Creating a cohesive voice and look across all social media platforms is key
to building brand awareness
a. This includes having all the same profile pictures, color schemes, and
customer engagement
b. Relevance to current events such as holidays or sports may draw in
consumers on a personal level
2. Periodically posting content on social media leading up to an events
launch will spark curiosity among consumers about the event, increase
consumer engagement, and increase general awareness about the event.
a. Furthermore, by producing video posts or image posts after the
event followers will be reminded of the positive experience.
3. Consumer engagement is EVERYTHING
a. Retweeting, responding to comments, and replying to tweets are
important in building relationships and brand loyalty with consumers.
b. Regularly engaging followers by contests or hashtags are helpful in the
effort to keep them coming back.
c. Customer engagement increases word of mouth recommendations,
which is a powerful tool to earn new customers.
4. Online event logistics is convenient for consumers and assists in
maintaining consumer interest.
a. Offering the ability to purchase tickets online is often more
convenient for consumers and allows for a gauge of participation for
the events host. It also allows for a release date, which builds
anticipation and keeps people involved with the event.
5. Effectively utilizing a diverse array of tactics is key for a continuously
successful food truck festival.
a. Offering a variety of activities and attractions suitable for the entire
family, such as inflatable bouncy castles, inflatable obstacle course,
corn-hole, stunt performers, artists (eg. graffiti), various live music
performances, etc., is the cornerstone for successful food truck
festivals.

I. A variety of attractions and activities keeps attendees engaged

throughout the event and promotes its general appeal.
b. Donating a portion of proceeds to a sponsored local charity provides
support to the community while promoting an altruistic brand image.
I. Consumers are more likely to make a purchase if they know
its supporting a beneficial cause.
II. Partnering with a charity will not only reflect positively to
followers, but will increase brand loyalty.
c. A competition among food trucks increases consumer engagement
and promotes the trucks themselves.
d. Inviting local artisans or merchants to vend at the event increases the
diversity of vendors -- and thus product offerings -- and helps
support local businesses.
e. Hiring a third party to professionally photograph or video the event
boosts brand image and increases brand awareness (also applies to
the vendors as well).
I. The content can then be posted on the companys social
media accounts.
f. Utilizing a variety of social media platforms is vital to reaching
consumers, building a brand image, and spreading brand awareness.
I. This primarily includes Facebook, Twitter, and Instagram.
g. A smartphone app that allows users to browse both food truck
menus and alcoholic offerings, post their favorite photographs, or
view details about the event, including an activity list, schedule, and
map, would provide convenience for attendees, increase consumer
engagement, and build further awareness about the event and brand.
h. A VIP package that offers early entry, a secluded dining/lounge area,
and an all-you-care-to-drink plan is effective at reaching those who
are willing to pay a premium for greater convenience and comfort.

CAMPAIGN GOALS
1. Increase awareness of Grove Winery and the NC Food Rodeo among all target
audiences (millennials, families, local residents)
2. Establish Grove Winery and NC Food Rodeo as not only a family-friendly place, but
also a trendy event for millennials
3. Position NC Food Rodeo as a premier food truck festival in the region
4. Increase overall attendance of NC Food Rodeo among the target audiences

TARGET AUDIENCE

The foodie millennial who is

interested in new experiences and
sharing it with others, whether it be on
social media or in person.

The family that is always looking for a

new, engaging event thats fun for the
whole family.

CREATIVE CAMPAIGN

Everyone loves food. Not only does food bring people together, but its also the one thing everyone has in
common. Food trucks in particular have allowed people to share so many of the same special memories,
whether it be with family or with friends. In order to gain interest in the NC Food Rodeo, we need to
remember what brings people together. By drawing from this underlying desire for new experiences and a
general adoration for food, the campaign will expand on the pre-existing components of the NC Food Rodeo
event. Since the Grove Winery and NC Food Rodeo target a wide audience, we think there is a huge
opportunity to target foodies. By creating the campaign For the Love of Food, food will continue to bring
people together.

CREATIVE CAMPAIGN

FOR THE LOVE OF FOOD

STRATEGY

HIGHLIGHT THE

POSITION THE EVENT AS A

TOGETHERNESS AND

PLACE FOR EXPLORATION

SOCIALIZATION ASPECT

AND ESCAPE WITHIN THE

OF THE NC FOOD RODEO

LOCAL AREA

BRING PEOPLE TOGETHER

PRESENT THE

ENCOURAGE SHARING

OPPORTUNITY FOR

EXPERIENCES WITH FRIENDS

FOODIES TO

AND FAMILY BY PROMOTING

EXPERIENCE NEW CUISINE

UNIQUE FOODS

TACTICS

SOCIAL MEDIA: CREATE AND MAINTAIN INSTAGRAM

By creating an Instagram account specific to the NC Food Rodeo, Grove Winery will identify more with the millennial generation.
Because of this generations love of food and sharing experiences with others, Instagram will be the ideal platform to promote the NC
Food Rodeo event.

TACTICS

SOCIAL MEDIA CAMPAIGN: #DIGIN

This campaign will play off of the already famous Humans of New York concept by photographing food as well as NC Food
Rodeo attendees and ultimately capturing their backgrounds and personal stories. Through this campaign, the food rodeo will
visually express the personal connection that people feel towards unique food, especially millennials. The exciting and new
experience of trying different foods will be personified through various social media posts on Instagram and Facebook.
In order to create compelling-food related stories, there will need to be a professional photographer at the event taking
pictures of randomly selected people. This is necessary because it will more accurately capture the spontaneity of the moment,
however he/she will be provided with questions to spark the photograph series. The stories will be written as the caption of
the social media post, followed by the hashtag #DigIn which will provide cohesiveness to the campaign.
By using the hashtag #DigIn, people will be able to find the NC Food Rodeo account more easily due to its connection with
food.

See the addendum for a sample Instagram and Facebook post.

TACTICS

ADVERTISEMENT: FOOD/WINE/MUSIC FLYER

The creation and distribution of both print and digital flyers will spread general awareness about the campaign and the NC Food
Rodeo. The flyers will be displayed and placed in strategic, high-foot-traffic areas in nearby towns and college campuses. The attached
vouchers will incentivize consumers to attend the NC Food Rodeo, and provide a measurable outcome of participation via the
number of vouchers exchanged.

TACTICS

ADVERTISEMENT: FOOD DRIVE

This advertisement will focus on a specific canned food drive that will happen every September during Hunger Action
Month (Feeding America). The idea for the canned food drive is that every can of food that is brought to the NC Food
Rodeo, people will earn a specific discount such as $5 off a bottle of wine. By providing a flyer, digitally and printed, regarding
a charitable event, Millennials will be intrigued to help an important cause especially in return for a discount and fun
experience. Our research has shown that Millennials are more interested in businesses if they work closely with charities or
give back to the community in general.
Our strategy revolves around bringing people together using food because everyone loves food. Supporting local charities
by donating food to the community ultimately will bring people together. We hope this charitable action will reflect the idea
of For the Love of Food because food is what we all enjoy as one community.

TACTICS

VIDEO ADVERTISEMENT: NC FOOD RODEO

PROMOTIONAL VIDEO
A promotional video for the NC Food Rodeo published and shared on all social media accounts will effectively showcase the
event, highlighting its diversity of activities and food. The video allows for viewers to see the fun, social connectivity, and deliciouslooking food that attendees are experiencing, which instills a desire in the audience to similarly experience what the NC Food
Rodeo has to offer. The video also provides a measurable outcome via number of interactions, including views, likes, comments,
and shares, all of which are natively tracked on each respective social media platform. This tactic will grab the attention of the
millennial target audience and help bring in students from the area coming back each month.

TACTICS

EVENT PERFORMANCE
Bringing in local talent will increase the awareness, the attendance, and the loyalty of the food rodeo. Whether it be an
Elon Student band, or just a local band, it can bring Grove Winery into the community. Elon student band have a
following on campus and if an Elon band played at the NC Food Truck Rodeo, their friends and followers would rally
behind and attend the event. This would bring in new customers, as well as engage Grove Winery into the community.

TACTICS

SOCIAL MEDIA: SNAPCHAT GEOFILTER

This advertisement will provide personality to the event by allowing people to share where they are with their Snapchat followers. Millennials
are attracted to this sense of sharing everything with others, especially when it comes to food and music. This mobile app feature will be of
interest to this demographic and will hopefully intrigue others to check out the event as well.
This Snapchat Geofilter is suggested to be used every NC Food Rodeo Sunday and even more frequently if the results prove to be a
success.

CREATE NC FOOD TRUCK

RODEO INSTAGRAM ACCOUNT
CREATE GEOTAG

HIRE LOCAL BAND

TIMELINE

FEBRUARY
DISTRIBUTE FLYER

IMPLEMENT DIG IN CAMPAIGN

ON INSTAGRAM -include Marchs
Rodeo venders

MARCH

CREATE PROMOTIONAL VIDEO AT

FIRST EVENT
DISTRIBUTE PROMOTIONAL VIDEO
ON FACEBOOK

HIRE LOCAL BAND

APRIL

CONTINUE DIG IN CAMPAIGN

-include Aprils rodeo venders

HIRE LOCAL BAND

MAY

CONTINUE DIG IN CAMPAIGN

-include Mays rodeo venders

JUNE

CONTINUE DIG IN CAMPAIGN

-include Junes rodeo venders

HIRE LOCAL BAND

TIMELINE

HIRE LOCAL BAND

JULY

CONTINUE DIG IN CAMPAIGN

-include Julys rodeo venders

HIRE LOCAL BAND

AUGUST

CONTINUE DIG IN CAMPAIGN

-include Augusts rodeo venders

HIRE LOCAL BAND

IMPLEMENT FOOD DRIVE CAMPAIGN
FOR HUNGER AWARENESS MONTH

SEPTEMBER

CONTINUE DIG IN CAMPAIGN

-include Septembers rodeo venders

HIRE LOCAL BAND

OCTOBER

CONTINUE DIG IN CAMPAIGN

-include Octobers rodeo venders

HIRE LOCAL BAND

NOVEMBER

CONTINUE DIG IN CAMPAIGN

-include Novembers rodeo venders

BUDGET

MEASUREMENT

ADDENDUM
INCLUDES:

Sample social media posts (Instagram, Snapchat)

Promotional video screenshot

Elon bands/performers

Advertisement - Flyer

SOCIAL MEDIA: SAMPLE INSTAGRAM POSTS

SOCIAL MEDIA CAMPAIGN: #DIGIN

SOCIAL MEDIA: SAMPLE SNAPCHAT GEOFILTER

PROMOTIONAL VIDEO: SCREENSHOT

MUSIC: ELON BAND/PERFORMERS

ADVERTISEMENT: FLYER (DIGITAL AND PRINT)

Food Truck Festival

HOSTED BY THE GROVE WINERY & VINEYARDS

w
w Sunday,
w

Food
Sweet N Savory
Express
Camel City
Grill
Heavenly
Smoke

th w
w

March 12

Music
Headliner
Supporting
Artist

Wine
Nebbiolo
(2012)
Cabernet Sauvignon
(2012)
Viognire
(2013)

7360 Brooks Bridge Road

Gibsonville, NC 27249
www.grovewinery.com/NCFoodRodeo
Mention this flyer for a $5 voucher to a food truck of your choice!