SOCIAL MEDIA MARKETING

PLAN SANDWICHED IN A TRUCK

2017

EDGCOMB, ROBERT S.

COMSTRAT 563 – WASHINGTON STATE UNIVERSITY

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Sandwiched in a Truck Social Media Marketing Plan

Table of Contents Executive Summary ................................................................................................................................................................. 2

Overview ................................................................................................................................................................................. 3

Social Media Presence ............................................................................................................................................................ 4

First 10 Tweets .................................................................................................................................................................... 4

SWOT Analysis ......................................................................................................................................................................... 6

Competitive Analysis ............................................................................................................................................................... 8

Target Market ......................................................................................................................................................................... 9

Goals ..................................................................................................................................................................................... 10

Strategies .............................................................................................................................................................................. 10

Implementation .................................................................................................................................................................... 11

Monitoring and Tuning ......................................................................................................................................................... 12

Budget and ROI ..................................................................................................................................................................... 13

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Executive Summary

Sandwiched in a Truck is a new food truck that features some of the freshest and tastiest sandwiches offered in the

Central Florida area. Stationed primarily in DeLand and the nearby beach towns of Daytona and New Smyrna,

Sandwiched in a Truck is owned and operated by the Edgcomb family. Jumping into the upward trend of food trucks,

Sandwiched in a Truck offers a variety of sandwiches to meet any person’s cravings.

One of the primary purposes of this plan is to identify ways to utilize social media to not only build and maintain brand

recognition and awareness, but to increase business, build lasting relationships with customers and showcase the

wonderful products that Sandwiched in a Truck offers. Since social media is a new tool for the business, the goals and

strategies implemented are base-level, but are still a focal point for the execution of this plan. Thorough research has

been done to identify these areas and how to implement and monitor them. A SWOT Analysis and Competitive Analysis

have been conducted to determine the best opportunities that Sandwiched in a Truck has, but also what it’s biggest

competitors are doing.

Social media goals for Sandwiched in a Truck are as follows:

Increase Twitter followers and Facebook likes

Boost brand awareness and recognition

Increase Sales

Start hashtag campaign to improve followers/likes

Increase catering business through social media

Begin Instagram and Snapchat accounts to connect with younger customers

In addition to the goals that have been set, strategies are in place to ensure these goals are met. Those include listening,

engaging and connecting. Further in the plan, there are steps for how the plan will be monitored, and how often it will

be monitored.

With a small business, hiring a social media manager is not always the first option. However, the desired outcome is that

this plan and its details will lead to increased business and profits, which will then allow the operators of Sandwiched in

a Truck to truly develop more extensive and specific social media content. The ultimate goal is to provide the consumers

with best content, and this social media marketing plan is going to lead Sandwiched in a Truck to that.

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Overview

While it seems that the food truck industry is one that has recently blossomed, customers getting food from a truck goes

back a long time. Dating back to the Civil War era, Chuck wagons would follow trail-driving cowpokes on the trail, serving

breakfast, lunch and dinner for the hungry men. The wagons were designed specifically for cooking, and had separate

areas for cleaning the pots.

Fast forward in time, ice cream trucks were the first to take their products to the streets, and they remain – in scarce

amounts – on the streets today. That brought us to the food trucks, which have spiked since the early 2000s. Festivals

were even created to celebrated food trucks all around the nation. In 2011, Zagat, a website dedicated to restaurant

reviews, added a new category to its website: food trucks.

Food trucks have become a good source of food for consumers, as street food is eaten by 2.5 billion people each day.

Sandwiched in a Truck, which specializes in sandwiches. With this marketing booming, and consumers looking for a

delicious and affordable option that’s different from the normal “chain” restaurants, Sandwiched in a Truck can

capitalize on this niche market.

After conducting a survey with three names, Sandwiched in a Truck was picked as the favorite. When asked to rank the

choices, Sandwiched in a Truck garnered an average rank of 1.44. Furthermore, the researched show that nearly 86

percent of respondents thought the name was associated with food, and that the product was sandwiches – the

numbers were substantially better than the other two options.

Social media can be used to build and engage a customer base. Located in smaller communities like DeLand, Daytona

Beach and New Smyrna Beach, it’s important to establish and maintain a following on both Twitter and Facebook to

boost business. Locals and tourists can be engaged on social media, especially those who are headed to the beach.

Sandwiched in a Truck spends time in beach and college towns, opening the door for a different twist on a childhood

favorite meal.

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Social Media Presence

As a new company, Sandwiched in a Truck is still establishing its brand with its customers. One way to increase our

following and customer base is to establish and maintain a presence on Facebook and Twitter. These two social media

channels are the most effective to reaching the largest group of customers –1.23 billion users at the end of the 2014 on

Facebook and 320 million users on Twitter (2016).

Facebook will be used to create and share events that we will be attending, such as Eat in the Street in DeLand and other

events in the beach cities (Daytona and New Smyrna). Facebook will also be utilized to promote new and specialty

products, post surveys for customers to provide feedback on potential new items and other important updates.

Twitter will be used to offer promotions, showcase our products and location, and engage in a more impactful way with

our customers. In addition, we are working on multiple hashtags that can be used, and we will retweet them. The

hashtag campaign is a way for customers to share their favorite menu item, pictures of what they are eating, and

respond to other questions that we post throughout the week.

We will encourage Twitter and Facebook followers to post a positive review on websites like Yelp and Zagat so we can

build brand awareness and recognition. The more positive/neutral feedback out there about Sandwiched in a Truck’s

products, the better opportunity to increase business.

Since Twitter and Facebook are just now up and running, the goal is to establish a profile with GoodEats to strengthen

the foundation of our brand. The future also holds an opportunity to use both SnapChat and Instagram. This is another

option for Sandwiched in a Truck to post pictures about products and promotional opportunities. Also, the younger

generations are on these two social media channels, so reaching a customer base that way goes a long way to increasing

our business and generating a younger-demographic’s business.

First 10 Tweets

Tweet Picture (if included)

Want delicious sandwiches fresh off a truck? We have those

and so much more! Here’s a link to our website

robertedgcomb.wixsite.com/sandwichedinatruck

N/A

We are in #DaytonaBeach today! Find us near the beach for

some delicious sandwiches. All regular sandwich items are $1

off the menu price.

N/A

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It’s Thursday, which means we have our specialty item of the

week: all this month enjoy a delicious brisket sandwich for $10

Looking for delicious sandwiches on this beautiful Saturday

morning? We will be at #eatinthestreet this weekend in

DeLand. #yummyinmytummy

N/A

It’s Sunday, which means we are off today. But, to leave you

hungry for more, here is a picture of our delicious Ham and

Cheese sandwich.

We are back from vacation, and are moving to our new

“weekday” location tomorrow: #newsmyrnabeach. Come find

us for a delicious sandwich.

N/A

We are here! First 10 customers will get $2 off any sandwich!

#welovesandwiches #yummyinmytummy

N/A

Great day at the beach today! We love all of our customers and

look forward to seeing everyone in DeLand tomorrow.

There’s @MajorLeagueLacrosse today at Spec Martin in

DeLand. Find us for some delicious food before today’s game.

(this is meant to be a GIF/animated image)

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Don’t have time to make it to the beach for a delicious

sandwich? Don’t worry, we also cater! #yummyinmytummy

https://robertedgcomb.wixsite.com/sandwichedtruck/catering-

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N/A

SWOT Analysis

Strengths

The food is made fresh daily

We buy local, fresh ingredients daily (meat,

cheese, bread, vegetables)

We have flexibility and mobility — can move to

multiple locations throughout Central Florida

Good Customer Service

Competitive Prices

Huge potential for social media growth, as the

accounts are now just being utilized. Use it to

connect with communities/customers.

Weaknesses

It’s a specialty food item, and/or restaurant.

Although in a small community, hard to build

customer base if always moving from event-to-

event.

It’s a new food truck

Sandwiches aren’t as appealing as other food

trucks.

Menu is limited

Getting Social Media off the ground can be a

struggle

Two-person team; don’t have attention to focus

on social media as much as it is needed.

Opportunities

Lots of events in DeLand in Central Florida;

opportunities to raise brand awareness and

recognition.

Variety of food can reach many customers

Food Trucks are popular trend right now.

People want something different, instead of a

chain.

Threats

Gas prices fluctuating

Dependent on the health of the economy

Truck will require maintenance

If weather is bad, people aren’t out looking for

food trucks.

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Four college campuses within driving distance

(Stetson, Bethune-Cookman, UCF and Embry-

Riddle); Can show up to tailgate/sporting events

and sell products.

Customer loyalty program — working in smaller

communities can keep customers coming back.

Can make social media what we want it. Since we

aren’t an established brand, Sandwiched in a

Truck can be creative in the content/information

that is posted.

Beach communities, during the summer, are an

untapped market.

Social Media Cards – get customers to follow and

like our pages, present rewards.

Food trucks are a popular trend, so many people

are jumping into the business; potential for

competitor having similar product/menu.

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Competitive Analysis

Pastrami Project Treehouse Truck

OVERVIEW: A food truck that focuses on serving

sandwiches that feature pastrami, corned beef, salami

and turkey. They offer “slow” food, and give people a

taste of their youth.

OVERVIEW: A truck that focuses on serving American

food, such as burgers and cheesesteaks.

Social Media Presence: The Pastrami Project, which

opened in 2012, maintains a very steady presence on

Facebook and Twitter. A majority of what they post on

both social media channels are their schedules for each

day, where they are going to be, and how long they will

be there.

Social Media Presence: The Treehouse Truck has a

Facebook account that is managed and maintained

consistently. They post a variety of photos and gifs, and

are very engaging with their customers. They also post

their schedule every week of where they are going to be.

Treehouse Truck adds value by making it personal,

showcasing their pets and their family. It’s not just a

business, but it is more a relationship with the customers.

Additional value: Purchases and uses local ingredients

and works with local suppliers. Food is handmade in small

batches, and contains no artificial preservatives.

Additional value: The TreeHouse Truck offers catering,

and has the mobility to go to and from many locations in

the Central Florida area.

Details: Sandwiches included lox, pastrami, corned beef

and turkey. Variety of cheeses are used. Side dishes

include salad, pickles and chips. The menu features a

couple of desserts, and they serve drinks (water, soda

products, tea).

Details: There are three different cheesesteaks, and are

of different variety. There are a variety of meats, cheeses

and veggies used on the burgers. Specialty burgers incude

one with Krispy Kreme donuts, and another with peanut

butter and jelly. Desserts include deep-fried Oreos.

Cost:

Sides are $1; Sandwiches range from $8-9; other add-ons

range between $1-3. Desserts are $2-4.

Cost:

Burgers range from $9-12; Cheesesteaks are each $9.

Deep-fried Oreos are $4

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Target Market

Sandwiched in a Truck is selling a specialty item – sandwiches. Therefore, we have to be diligent about reaching the

highest number of customers within our target market. While the market could be considered “anyone that loves a good

sandwich,” we must dive deeper than that. Sandwiched in a Truck believes its target market can be focused on three

“user personas” that are unique, but fit the area of what customer we are tailoring.

Persona 1 – College Student

Age: 18-25

Gender: Male/Female

Target: Looking for cheap, unique food options to save money. In addition, looking for heavier food to consume in the

event of alcohol consumption (those students who are of age). Setting up the truck in college towns such as DeLand

(Stetson) and Daytona Beach (Bethune-Cookman and Embry-Riddle), Sandwiched in a Truck has an opportunity to cater

to students who are attending an athletic event.

Persona 2 – Dad/Family

Age: 25-40

Gender: Male

Target: Looking to provide his family options to eat at an affordable price. Food that can be eaten with hands, so the kids

aren’t having to walk and eat with a fork. There are healthier options included, such as a grilled chicken sandwich.

Options aplenty for the whole family, and won’t break the bank. Sandwiched in a Truck spends time on the beach, so

therefore will come across families throughout the day. In addition, we visit events in downtown New Smyrna and

DeLand, and can provide a unique dining option for those customers.

Persona 3 – Traveler

Age: Varies

Gender: Male/Female

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Target: Somebody who goes event-to-event, city-to-city, looking to consume different food items. This food truck

provides a complete menu that appeals to the taste buds of many who are always looking for the next best thing.

Attending the Food Truck Bazaar or Eat in the Street really opens up to this customer. This group is looking for

something different, something that is set apart from the rest. Being set up at the beach also opens the door for a

traveler, as the beach towns are often visited by people who have no affiliation with the area. There are times when

travelers are trying to save money as they go, and our affordable prices can do that for them.

Goals

As a small business that has just begun the use of social media in its business plan, there are a number of goals that are

presented to Sandwich in a Truck that can help its business, and social media presence, grow.

1. Increase Twitter followers and Facebook likes

2. Boost brand awareness and recognition

3. Increase Sales

4. Start hashtag campaign to improve followers/likes

5. Increase catering business through social media

6. Begin Instagram and Snapchat accounts to connect with younger customers

Strategies

Sandwiched in a Truck is a small-business owned by a husband and wife. Therefore, we are relying on the help of our

followers to spread the word. Because we are so dependent on our customers, we are going to deploy a three-prong

approach when it comes to our strategies. In addition to providing high-quality food and excellent customer service, we

want to be build relationships with our customers and continue to grow and develop our brand.

Listening – We are going to listen to what customers are saying about us on social media sites, and are going to pay

attention to what is being said on sites like Zagat and Yelp. If our customers are fond of a particular product, we want to

be sure to try and feature or promote that more than we normally do. We are also paying attention to what is being said

about our competitors, and how we can match up with them.

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Engaging – Sandwiched in a Truck wants to build a rapport with its customers. It is one thing to listen, it is another to

take action. If a customer asks a question on social media, we need to be able to respond in a timely manner. Social

media will also be used to post polls, and get feedback from customers to see what items they like, what they would like

to see on the menu, and any other feedback the customers have to offer.

Connecting – Ultimately, we want to connect with our customers. For those that visit us, we will give them a “social

media” card. This card will direct them to our Facebook, Twitter and website. If a customer follows us or likes our page

while making a purchase, they will be given a $1 discount. Sandwiched in a Truck wants customers to connect our

business with their friends and families, and help us grow and expand.

Implementation

Setting goals and strategies is only the first step in reaching them, as they ultimately require implementation.

Sandwiched in a Truck’s brand is only scratching the surface when it comes to awareness and recognition, and therefore

it has to be very diligent and intentional in how it follows through on these ideas.

In order to increase likes on Facebook and followers on Twitter, it will require a word of mouth process. First, there are

social media cards that can be handed out at each of the locations we visit. These cards will encourage customers to

follow us on Facebook and Twitter, and will get them in the door. In addition, one way to reach our goal of increasing

our social media following is word of mouth. Tell friends and family and anyone that will listen – encourage those we

know and associate with to spread the word of our social media channels. Content may be great, but there needs to be a

good following to make it effective.

Facebook and Twitter can be used to drive business and keep people engaged. Sandwiched in a Truck can post trivia

questions and QR codes that offer special promotions and discounts. This will also boost engagement on social media

sites; it is measurable – we determine how many customers are using QR codes to get discounts or discover more

information. Implementing a hashtag campaign will help build brand awareness and recognition, but it will also engage

our followers.

Facebook can be used for testimonials from customers, especially through the catering business. Sandwiched in a

Truck’s name tells most of the story – sandwiches. However, by further explaining the catering aspect and having

customers share positive experiences will help further drive that business. Another way to utilize Facebook and Twitter

is for Sandwiched in a Truck to post photos of recent catering its done, and showcase that to its followers.

A survey created to determine the best route of social media expansion could be an effective measure. Questions would

include age, gender, how often they use a social media account, and a rank of the accounts the customer uses most.

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Since younger customers might not all be on Twitter and Facebook, a “business card” with a QR code to the survey can

be given to customers who visit the truck to drive them to our social media sites.

Monitoring and Tuning

Sandwiched in a Truck will deploy three types of monitoring – daily, weekly and monthly. There are certain posts,

campaigns and surveys that might require more intensive monitoring, and checking them daily will not be effective.

Daily – Daily monitoring will be focused on the posts that we are making in that respective day. From our schedule

posts, to trivia questions or photos, monitoring these types of daily will allow Sandwiched in a Truck to better evaluate

what it should post in the coming days and weeks. Monitoring daily allows Sandwiched in a Truck to respond to inquiries

and questions in a timely manner.

Weekly – Weekly monitoring will serve two capacities – keeping an eye on posts that are multiple days, such as a

hashtag campaign, and to evaluate the last week’s posts and the activity (new likes/follows). If a particular set of posts

increased engagement, the owners will be able to focus more on those types of posts in the coming weeks as opposed

to some of those that were not as effective.

Monthly – Monthly monitoring will be used to simply check on social media goals and strategies. Is this working for us,

or do processes need to be tweaked? This type of monitoring will be used to help make adjustments to the strategies

and goals, and will be a more intensive level of reflection. Was there a certain product that people posted about more?

Which days did best for engagement in the past month? How can we do better? Doing a more honest evaluation will

help fine tune the effectiveness of Sandwiched in a Truck’s social media campaign.

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Budget and ROI

One of the advantages, and disadvantages, of being a small business is that the work outside of the normal job duties

falls under the owners. That includes social media management. Sandwiched in a Truck is owned and operated by two

individuals, and they spend most of their time focused on the business. Sandwiched in a Truck’s social media accounts

are managed and maintained by the owners. The business should see a return on investment of time due to zero dollars

being instituted into social media marketing. However, in 3-6 months, the owners will evaluate their profits and seek to

hire a Social Media Manager. The implementation of goals and strategies can only be taken so far, and therefore money

must be used to increase this aspect of the business.

Position: Part-Time Social Media Manager

Hourly Rate: Between $20.00 – 30.00/hour

Hours per week: 20-25

Weekly Price Range: $400 – $600/week

Yearly Price Range - $20,800 – $31,200

This person will generate unique, original content and will help to establish and increase the brand awareness. This

person will assist in maintaining and managing the social media accounts and website. They will have skills with graphic

design, design programs and simple HTML and coding skills. On a full-time scale, the hourly rate and hours worked

would be increase, and would put this person in the $50,000-$60,000 range.