Group BioA senior attending BYU-Idaho majoring in communication with an emphasis in public relations. Currently holds a position as assistant editor for the campus section of the Scroll, BYU-Idahos school newspaper. Enjoys writing and hopes to write for a magazine someday. Born and raised in sunny San Diego California, enjoys anything related to the beach and outdoors. Also is a lover of old movies and all things vintage, and loves to travel. Served a mission in the Pocatello, Idaho mission Spanish speaking and hopes to be able to travel to all Spanish-speaking countries around the world someday. Recently engaged, she looks forward to marrying her eternal companion in April of 2015.

Traveled from his hometown, Kissimmee Florida, to Rexburg in order to study communications at Brigham Young University-Idaho. Loves photography, and currently works as the Photo Editor for the Scroll newspaper at BYUI. Studied American Sign Language in high school, and was called to serve as an ASL missionary in Tucson Arizona (2010-2012). Enjoys ballroom dancing, web design, and studying interpersonal communication. Is a Marvel comic book fan, and hopes to one day to work for Disney/Marvel doing marketing. Will be graduating with a BA in communication the spring of 2015.

Cortney Agren is a communication major with an emphasis in public relations. She enjoys laughing, as well as making a big deal about being a red head. Being from a small town in Minnesota, Hanley Falls to be exact, she understands the important role that public relations can actually play. Cortney is also a champion of Netflix marathons. She continues to gain energy from talking and getting to know individuals stories. Writing behind her blogs, If Heels Could Talk and BusyLittleSecret, has helped her continue to work on her voice as a writer. Recently married, Cortney continues to work on her happily ever after.

Jenna is a Jersey girl here at BYU-Idaho as a visual communication major and a horticulture minor. She loves anything creative and loves to laugh. Currently is the Web-cast Manager of sports broadcasting for the Activities office at BYU-Idaho. Enjoys volunteer work and service. She loves being in leadership positions where she is able to teach and inspire! Adamant about having a strong sense of fashion and teaching others about having self confidence and loving who they are and what they do!

Table of Contents

Situation AnalysisS.W.O.T. Goals and ObjectivesTarget AudiencePositioning StatementKey Messages ChallengesCommunication Vehicles Research MethodsStrategies and TacticsMedia KitBudget Evaluation PlanTime ChartAdvertising PlanEvent PlanAppendix

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19-20

1 SodaVine

Situational AnalysisThe situation that Soda Vine is facing at this point is being able to approve awareness and getting the word out to different publics of Rexburg; principally BYU-Idaho, as well as local members of the Rexburg community. There are also external problems such as a faded sign, and a location. We believe these could be interfering with attracting customers to Soda Vine.

At this time, most of the BYU-Idaho students are not aware of the store and the products it offers. Local community members also arent as familiar with the location. Both of those issues result in fewer patrons being attained.

BYU-Idaho students are primarily between the ages of 18-25, with both single and married students. Most students, in general, have times of the year when they are not on campus, primarily from July until September. The local members of the community, who are more constant, are usually young families or retired age. These locals are not as familiar with the location of Soda Vine because the building, where it now resides, was vacant for a long period of time.

One of the principal goals of Robyn, and Soda Vine, is to help the students and community members become more aware of Soda Vine. An important part of achieving that goal is showing the community what it has to offer, and promote continued consumption and enjoyment if their products, for example the variety of Sodas, Gelatos, Pretzels, and cookies. Another goal is to improve visibility of the stores sign (and possibly a new logo design,) to help Soda Vine stand out from the buildings that surround the store.

SodaVine 2

S.W.O.T

One of SodaVines strengths is its menu and environment. The variety of flavored sodas, hot drinks, and specialty drinks help customers to want to return again. The names of the drinks also resonate with the vintage style environment and adds a personal touch by having them be named after the owners family members. Another strength is the theme of SodaVine. Based on the survey of BYU-Idaho students, a majority said they enjoyed vintage style restaurants. The location on a main street has also proved to be a strength. The location on a main street creates a lot of visibility. The fact that this location has a drive-through also adds a great touch to this establishment. This creates a great environment for those customers who drive by and want to grab a drink quickly.

Some of SodaVines weaknesses have to do with the fact that it is still a relatively new business, as well as that its awareness is still minimal. Soda Vine is still not as well known amongst both the community members and BYU-Idaho students. One of the main weaknesses is the SodaVine sign that is outside the restaurant because the sign is worn out which decreases its visibility. Another weakness is that the outside of the building does not match the interior of the restaurant, which is vibrant with a vintage theme. The outside of the building blends too much with the two buildings that surround it making it difficult to distinguish it as a restaurant. One more weakness is the companys website. It has improved a lot within the last couple months but there are certain things that need to be improved, such as more pictures of the menu options, spelling corrections, correction of content, and easier interaction for those visiting the site.

SodaVine has many great opportunities that it is taking part of currently and there are many more that could be done in the future to increase customers and revenue. A great opportunity that SodaVine is taking advantage of currently is their use of The Delio, which features local businesses and offers discounts and incentives. They also offer their own incentives such as seasonal drinks and food that they offer, an exmple being warmer drinks in the colder months. Some opportunities they could take advantage of is a more active role in social media and community events.

Some threats that SodaVine faces at this time is first competition from other restaurants and stores that offered flavored drinks and milkshakes. The stores that offer the most competition are Nielsens, Great Scotts, and Shakeout. Another threat is the fact that there are certain months or weeks of the year in which the student population decreases significantly, which greatly effects business and sales.

63% of students have never visited

SodaVine(Appendix 1)

Strengths

Weaknesses

Opportunities

Threats

3 SodaVine

Goals and Objectives

SodaVine 4

1. Provide a fun, clean atmosphere with excellent products for customers in the Rexburg Community.

2. Provide work for college and high school students

3. Increase income by 40-45%

4. Increase number of cars through drive-thru until a constant flow

5. Increase walk in traffic during hours of 11-4

6. Increase awareness by 50%

7. Send out monthly gift/package to community member of a simple treat to make their day,So Divine.

Target Audience

5 SodaVine

Being in a college town, one of the main audiences for Soda Vine is definitely college students. However, because of the culture of the surrounding school town, Rexburg, Idaho, the students are both single and married which practically creates two different student audiences. The internal target audiences based on hiring are local high school kids and college students. The single student audience could be more easily reached through events such as dance parties, and both married and single students could be reached through date night specials.

Another audience for Soda Vine is the locals of the town of Rexburg as well as the owners home town of Sugar City Idaho. Locals are a good audience because the local university has trimesters. This means that every four months a new PR plan must begin to heighten awareness. However, locals typically stay for years and become devoted to local places that they enjoy.

Positioning Statement

SodaVine 6

Our group would like to position SodaVine as the fun, fast and friendly place where students and community members can come to hang out and purchase food.

95% of students enjoy vintage style

restaurants(Appendix 1)

Key Messages

7 SodaVine

Have a so divine day! (Soda Vine) A place where you will enjoy great food, great music, and great people Establish the modern-retro feel All ages are welcome. Continue to provide students, college or high school, with opportunities to earn money and learn responsibility.

Challenges

SodaVine 8

Increase awareness within one definite target audiencewhile still appealing to others in the community. Keep spending money to a minimum while keeping the

integrity of the company.

Find a cheap and reasonable way to increase drive-thru and walk-in.

Increase social media presence, and continue to improve website.

On average most students had a

good experience at SodaVine

(Appendix 1)

Communication Vehicles

9 SodaVine

Social Media Twitter, Facebook, Instgram, Tumblr: post daily

pictures of products, invitations to come that day, and upcoming events

Pinterest: upload images and descriptions of each item on the menu

Google+: ask customers to post reviews

BYUI Career Fair Set up booth for advertising Hire content manager intern Offer free samples

63% of students learn about new

stores from friends(Appendix 1)

Word of Mouth Pass out fliers at the

beginning of each semester

Research Methods

Need to ask Robin the specific things that she would like to know

Survey will be well thought out Submit survey to students randomly Through the survey find out what needs to be

improved Find out ways to improve attendance throughout

the week

Student Survey

Develop a plan from the results of the survey Find out how to better inform the community and

students Find out the best way to get people in on the

slower nights Find out what draws people to certain places and

apply that information to Sodavine. Decide a target audience from the survey

Develop a Plan From the Survey

89% of students enjoy flavored sodas/drinks

(Appendix 1)

SodaVine 10

Strategies and Tactics

11 SodaVine

Social Media Run by an employee (content manager) whose primary

responsibility is to run all social media accounts and update blog

Post menu items daily/weekly Post special events and deals Update all social media (except blog) at least 3 times a week

Date/Family Night Offer family night discounts on Monday Offer date night discounts on Friday

Improve Outside Appearance

Paint building Change sign

Advertise Free Wifi

Include in advertisements Make a new sign for the windows

Advertise Seasonal Products

Cater to each holiday Cater to weather

Media Kit

SodaVine 12

Will Include:

Most students live within 1 to 2 miles of SodaVine

(Appendix 1)

Menu with all drink and food items, possibly pictures of all items

Pictures of the interior and exterior of the restaurant

Video tour

Contact information for Robyn and her Husband

Contact information for Valerie Smith (advertising/media coordinator)

Address and phone number of SodaVine

Budget

13 SodaVine

Here is a breakdown of the currentbudget and what is being spent where.

Current Budget: $300 to $400 per month

Breakdown of current budget: The Delio ($75 for a promotion every other week) 100 handouts and hangers every BYU-Idaho semester ($200)

We believe in keeping the current expenses because they are benefiting SodaVine. We also believe there are some things that could be added to the budget in order to help promote SodaVine in the target audience.

Street dance once a semester Prices range from $550-$1300

Renting a projector screen for a movie night during Spring(April to July) and Fall (Sept to Dec) semesters Once a semester (Prices range from $40-$200)

Booth at the BYU-Idaho Career Fair Winter (Jan-Mar) and Spring (April-July) semesters Prices vary for booth

Most students would bring their

friends to SodaVine(Appendix 1)

Evaluation Plan

5. My experience at SodaVine was a good one.Strongly Disagree Disagree neutral agree strongly agree 6. I enjoyed the products offered at SodaVine.Strongly Disagree Disagree neutral agree strongly agree

7. I found the menu at SodaVine interesting and varied.Strongly Disagree Disagree neutral agree strongly agree

8. SodaVine is a unique and creative concept.Strongly Disagree Disagree neutral agree strongly agree

9. I would bring my friends to SodaVine.Strongly Disagree Disagree neutral agree strongly agree

10. I would bring a large group to SodaVine.Strongly Disagree Disagree neutral agree strongly agree

1. Are you male or female?Male Female2. Are you between the ages of 17 to 25?Yes No3. Have you ever visited SodaVine? (If no Skip to question 16)Yes NoFor the following questions mark which closest applies to you:4. I live within _______ of SodaVine.1-2 miles 3-5 miles 6-10 miles 11-25 miles

11. SodaVine is easy to find.Strongly Disagree Disagree neutral agree strongly agree 12. SodaVines outer appearance matches the quality of its products.Strongly Disagree Disagree neutral agree strongly agree 13. There are many people who know about SodaVine.Strongly Disagree Disagree neutral agree strongly agree 14. I would continue to come back to SodaVine.Strongly Disagree Disagree neutral agree strongly agree

Student Survey Questions:

SodaVine 14

Evaluation Plan Cont.

15. The prices are reasonable at SodaVine.Strongly Disagree Disagree neutral agree strongly agree 16. Do you enjoy vintage style restaurants?Yes No17. The longest I am willing to travel for a restaurant is:1-2 miles 3-5 miles 6-10 miles 11-25 miles18. Do you enjoy flavored sodas or creative drinks?Yes No19. How do you hear about new stores/ restaurants?Friends News Advertisements Social Media Friends Other 20. What days do you usually go out to eat?Monday Tuesday Wednesday Thursday Friday Saturday Sunday21. What keeps you coming back to your favorite restaurants?The Food The Atmosphere My friends Continence Other22. A restaurants appearance is important to you.Strongly Disagree Disagree neutral agree strongly agree 23. A restaurants interior appearance is important to you.Strongly Disagree Disagree neutral agree strongly agree 24. If my friends frequent a restaurant, I am more likely to visit it.Strongly Disagree Disagree neutral agree strongly agree 25. What types of social media do you use? Circle all applicable.Twitter Facebook Instagram Pinterest Other_____________ 26. Do you often use special promotions seen on social media? 1-not very likely, 5 very likely 1 3 5 27. What kinds of things do you follow on social media besides friends/family? Circle all applicable. Local Business Corporations Celebrities Other______________ 28. Would you be interested in deals for local businesses on social media? 1-not very likely, 5-very likely 1 2 3 4 5

15 SodaVine

Time Chart

SodaVine 16

Begin working with BYU-Idaho to set up a content manager internship for the start of next year

Career Fair on Feb 19th, 2015 (By Feb 1st, booth needs to be planned out for

the Career Fair) Social media needs to begin right away Have a sock-hop/party winter semester (Jan-Mar)

Advertising Plan

17 SodaVine

Media Mix

Advertising Placement

Reach

Frequency

Audience

Rates

Pertinent deadlines

Facebook, Instagram, Pinterest, Google+, Twitter, Tumblr Word of mouth

Door-to-door ads

Social media, 3-5 times a week Door-to-door ads, beginning of each semester

College/High school students Families

$300-400 a month

Feb 1st, 2015 Career Fair booth needs to be planned Feb 19th, 2015 BYUI Career Fair

Rigby Rexburg

St. Anthony Sugar City/Salem

84% of students go out to eat on

Fridays(apendix 1)

Event Plan

SodaVine 18

We have come to the conclusion after discussing with Robyn, that a street dance would be a really good option. We also came up with a drive in movie night. The plans would be executed with these few ideas:

Pick a date Summer or early FallPick a place Soda Vines back lotHire a DJ Prices range from $550-$1300Get word out Have employees bring card directly to apartment complexes Update Facebook, Twitter, and Instagram with details of the eventMake theme Greasers, Poodle Skirts, etc. Offer deals on drink during event Buy two, get one free, offer deals for best dressed, etc.

Street Dance

Pick a date Summer or early FallUse Soda Vines back lot Put up large white sheet or rent/buy projector screens Prices range from $40-$200Rent projector Prices range from $60-$200 Offer free popcorn and deals on drinks or snacks. Get word out Facebook, Twitter, Instagram Bring cards directly to apartments (1 per apartment)

Drive in Movie Night

Appendix

19 SodaVine

1. Are you male or female?# Answer Response %1 Male 5 21%2 Female 19 79% Total 24 100%

Statistic ValueMin Value 1Max Value 2Mean 1.79Variance 0.17Standard Deviation 0.41Total Responses 24

6. For the following questions mark which closest applies to you:# Question Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree Total Responses Mean1 I would bring a large group to SodaVine. 0 1 0 4 2 7 4.002 SodaVine is easy to find. 0 1 1 4 1 7 3.713 SodaVines outer appearance matches the quality of its products. 0 2 2 1 2 7 3.434 There are many people who know about SodaVine. 0 1 3 2 1 7 3.435 I would continue to come back to SodaVine. 0 0 1 3 3 7 4.296 Click to write Statement 6 0 0 1 0 2 3 4.33

Statistic I would bring a large group to SodaVine. SodaVine is easy to find. SodaVines outer appearance matches the quality of its products. There are many people who know about SodaVine. I would continue to come back to SodaVine. Click to write Statement 6Min Value 2 2 2 2 3 3Max Value 5 5 5 5 5 5Mean 4.00 3.71 3.43 3.43 4.29 4.33Variance 1.00 0.90 1.62 0.95 0.57 1.33Standard Deviation 1.00 0.95 1.27 0.98 0.76 1.15Total Responses 7 7 7 7 7 3

2. Are you between the ages of 17 to 25?# Answer Response %1 Yes 23 96%2 No 1 4% Total 24 100%

Statistic ValueMin Value 1Max Value 2Mean 1.04Variance 0.04Standard Deviation 0.20Total Responses 24

3. Have you ever visited SodaVine?# Answer Response %1 Yes 9 38%2 No 15 63% Total 24 100%

Statistic ValueMin Value 1Max Value 2Mean 1.63Variance 0.24Standard Deviation 0.49Total Responses 24

4. For the following questions mark which closest applies to you: # Question 1-2 Miles 3-5 miles 6-10 miles 11-25 miles Total Responses Mean1 I live within___ of SodaVine. 6 1 0 0 7 1.14

Statistic I live within___ of SodaVine.Min Value 1Max Value 2Mean 1.14Variance 0.14Standard Deviation 0.38Total Responses 7

5. For the following questions mark which closest applies to you:# Question Strongly Disagree Disagree Neither disagree or agree Agree Strongly Agree Total Responses Mean1 My experience at SodaVine was a good one. 0 0 0 4 3 7 4.432 I enjoyed the products offered at SodaVine. 0 0 0 5 2 7 4.293 I found the menu at SodaVine interesting and varied. 0 0 1 2 4 7 4.434 SodaVine is a unique and creative concept. 0 0 1 3 3 7 4.295 I would bring my friends to SodaVine. 0 0 0 4 3 7 4.43

Statistic My experience at SodaVine was a good one. I enjoyed the products offered at SodaVine. I found the menu at SodaVine interesting and varied. SodaVine is a unique and creative concept. I would bring my friends to SodaVine.Min Value 4 4 3 3 4Max Value 5 5 5 5 5Mean 4.43 4.29 4.43 4.29 4.43Variance 0.29 0.24 0.62 0.57 0.29Standard Deviation 0.53 0.49 0.79 0.76 0.53Total Responses 7 7 7 7 7

SodaVine 20

Appendix7. Do you enjoy vintage style restaurants?# Answer Response %1 Yes 18 95%2 No 1 5% Total 19 100%

Statistic ValueMin Value 1Max Value 2Mean 1.05Variance 0.05Standard Deviation 0.23

Total Responses 19

8. The longest I am willing to travel for a restaurant is:# Answer Min Value Max Value Average Value Standard Deviation Responses1 Miles 1.00

45.00 18.00 13.10 19

9. Do you enjoy flavored sodas or creative drinks?# Answer Response %1 Yes 17 89%2 No 2 11% Total 19

100%

10. How do you hear about new stores/ restaurants?# Answer Response %1 Friends 12 63%2 News 0 0%3 Advertisements 3 16%4 Social Media 1 5%5 Friends 2 11%6 Other 1 5%

Total 19 100%

11. What days do you usually go out to eat?# Answer Response %1 Monday 0 0%2 Tuesday 0 0%3 Wednesday 1 5%4 Thursday 1 5%5 Friday 16 84%6 Saturday 1 5%7 Sunday 0 0% Total 19 100%

12. What keeps you coming back to your favorite restaurants?# Answer Response %1 The Food 12 63%2 The Atmosphere 4 21%3 My friends 2 11%4 Contents 1 5%5 Other 0 0%

Total 19 100%

13. Click to write the question text# Question A restaurants appearance is important to you. restaurants interior appearance is important to you. If my friends frequent a restaurant, I am more likely to visit it. Total Responses Mean1 Strongly Disagree 1 1 1 3 2.002 Disagree 2 0 1 3 1.673 Neither Agree nor Disagree 2 2 2 6 2.004 Agree 6 4 4 14 1.865 Strongly Agree 3 1 5 9 2.22

14. What types of social media do you use the most? Put in order of most used,# Answer 1 2 3 4 5 Total Responses1 Twitter 1 1 2 6 8 182 Facebook 13 5 0 0 0 183 Instagram 3 8 3 3 1 184 Pinterest 0 3 10 4 1 185 Other 1 1 3 5 8 18

Total 18 18 18 18 18 -

15. Do you often use special promotions seen on social media? 1-not very likely, 5 very likely# Answer Response %0 0 2 11%1 1 0 0%2 2 2 11%3 3 4 22%4 4 1 6%5 5 2 11%6 6 0 0%7 7 2 11%8 8 2 11%9 9 0 0%10 10 3 17% Total 18 100%

16. What kinds of things do you follow on social media besides friends/family?# Answer Response %1 Local Business 11 58%2 Corporations 1 5%3 Celebrities 3 16%4 Other 4 21% Total 19 100%

17. Would you be interested in deals for local businesses on social media? 1-not very likely, 5-very likely# Answer Min Value Max Value Average Value Standard Deviation Responses

1 Level of Interest 1.00 5.00 3.17 1.62 18