soda vine- final draft

8/9/2019 Soda Vine- Final Draft

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Soda Vine

Gerald Bregg

Rachael BrooksCarly McDermott

Rand Ramussen

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Table of Contents• History • Situational Analysis

• Goals and Objectives• arget Audiences: Primary, Secondary,

ertiary • Positioning• Key Messages

• Challenges• Communication Vehicles• Marketing Plans• Events Recommendations• Strategies and actics• Budget• Research Methods


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Soda Vined Opened June 6th, 2014


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Robin interacting with customers


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History Soda Vine opened June 6, 2014, onounder Robyn Eastin’s birthday.She attended many local city councilmeetings in order to become aquaintedwith local business owners.

She knew that Soda Vine’sbuilding was previously an oldmedicine shop with a drive-thruattachment. Her husband retired twoyears ago rom work which scaredRobyn because she eared or their

uture. She began to brainstorm ideas and wrote down 20 reasons why she wantedto begin this business.Robyn has a Bachelor’s degree rom BYU in Family and Consumer Science. She

teaches at Madison High School in the Culinary Arts department where she’s beenteaching or 25 years. Te theme or Soda Vine came to Robyn becauseshe thought about her growing up years in Newdale, Idaho and going toJohnson Drug and Sally’s Drive-Inn.

She wanted to create a business or her culinary art students atMadison High School where they could market their products(Bobcat Bakery) and sell them to her and she, in turn wouldsell them at Soda Vine to help cover their expenses. Te name

“Soda Vine” came afer brainstorming with Robyn’s

amily while out on the lake. She’d ofen say “this isso divine.”


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Customers enjoying time together.


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Te current situation with Soda Vine’s public awareness reflects much along the same lines as theresults received rom question three o our survey. Te results concluded that only 10 students outo 39 have heard o Soda Vine beore. Tese numbers and participant’s responses were taken roma simple random sample o 400 total students. From these same respondents, the number one

reason or them not having visited Soda Vine was no previous knowledge.

Strengths-- Provides requent customers with rewards program, promotes specials through TeDealio, bakes and sells homemade treats, has history behind names o products on menu, owner,Robyn has 35 years experience in the culinary arts field.

Weaknesses-- Faded sign, location, competition with Great Scott’s and Mavericks prices, publicawareness, BYU-Idaho track system with students not in Rexburg year round, building needs tostand out more, need more involvement with social media platorms, not enough seating inside,limited selection o items.

Opportunities-- Fundraiser events or Robyn’s Culinary Arts students, sponsor localevents around town to promote and help raise awareness or Soda Vine,

Treats-- Local competitors, poor customer satisaction, spread o bad reputation,and high prices o items.

Owner’s Goals-- Robyn Eastin would like to help her grandchildren witha job, local students with a job, have a cabin in Island Park, Montana,

and be able to retire early with her husband.

Situational Analysis


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Goals and Objectives

Te winter hot cocoa flavors at Soda Vine


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1. o raise awareness and help Soda Vine gain public and local recognition in the community o Rexburg withBYU- I students being our primary target, ollowed by high school students. We plan to access this inormation via an email questionnaire created by Qualtrics. Tis survey will be sent to 400 randomly selected students hereon Brigham Young University-Idaho’s campus out o the 16,193 students currently enrolled or Fall semester oncampus. We plan to receive approval through the Institutional Review Board (IRB) which is run by the office oInstitutional Research and Assessment. Upon receiving approval, the survey will be submitted to the students’emails provided by the IRB.

2. We will create an in store survey to give customers that visit Soda Vine the opportunity to provide theemployees and Robyn with their eedback and overall in store experience. We will create this questionnairewith only our to five questions to help keep the participant engaged and realize we value their time. Tesesurveys will be lef out on each table within the Soda Vine restaurant or attached to each product purchased byconsumers with a sticker to fill out and leave in a drop box as they exit the business.

3. We plan to organize an in-store campout as a group to observe those who visit Soda Vine during certainhours o the day and collect data rom the different observations made within the time rame. We plan to attach

tables and figures with a title, key, and description to explain our findings.

4.Have Soda Vine create an Instagram account to allow their customers, ollowers, and potential

customers to get involved socially through another source o media and communication.Aferwards, organize time to talk with Robyn and Valorie Smith.

5. Have Soda Vine manager Robyn talk with the Dealio, locally here in Rexburg toadvertise and publicize discounts and specials on their products to attract morebusiness.

6. Have Robyn revise and continually update Soda Vine’s social medianetwork accounts-(Facebook, Instagram) and website weekly. Helpto trigger and pull/draw customers and viewers o her social eeds

into her business. Also help them to eel inclined to share withriends and roommates.

7. Organize events within Soda Vine that will helpbring business inside. Plan activities like a theme night,car wash, classic movie night, or game night within thebusiness and send out pubilicity through her culinary

art’s students.


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Meet HannahHannah is 20 years old, she is a junior at BYU-Idaho. She is studying advertising and enjoys herdrama and perorming art classes. She works part time at the Vans Shoe Store. She likes hanging outwith her riends and roommates at Soda Vine or FHE, girls night outs, and dates on the weekend.She says she loves the social atmosphere, un enviornment, and delicious treats and mixed sodas thatSoda Vine’s menu offers.

Hannah spending timeat a shop in Seattle


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Primary Audience College Students: Tere were 14,169 ull-time “day” students attending BYU-Idaho during the Fall

2014 Semester according to the official BYU-Idaho enrollment summary. College students are Soda

Vine’s main target audience. BYU-I students make up a large portion o the 26,000 people who live in

the Rexburg area. College students are the target audience because the college market is geographically

stable. Te college demographic consists mainly o students ages 18-26 so it is remarkably age stable.

Marketing to college students is cost-effective because they respond more avorably to grassroots

messages like social media, word o mouth and fliers rather than flashy and expensive ads. Lastly, college

students eventually become educated, brand-loyal consumers who will share their love o the products o

Soda Vine with their riends, amilies, and neighbors. Students are also highly influenced by deals, social

media, social events, and great service.

Customers on a first date at Soda Vine.


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Meet ThomasTomas is 17 years old and a senior . He is a current customer at Soda Vine and likes to come

here because o the un atmosphere. He thinks that Soda Vine is a great place to bring dates

because it is affordable, un, and has amazing treats, drinks, and ood. He says it’s a un placeto hang out with riends, and do homework with the ree Wi-Fi.

Tomas as thehomecoming prince at hishighschool


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Secondary Audience High School Students: Te high school students in the Rexburg area are also an important target

audience. During the high school years, students become more interested hanging out with their

rieneds; thus contributing to their indepence and reedom. Tese are also the years that students

usually get their first job and earn spending money. High school students are an important audience

because, unlike college students who have a high turn-over rate, high school students are here year

round and or longer durations o time. Tey also are able to introduce the product to their amilies;

thus creating lie-long loyal customers.

Customers enjoying spending timetogether at Soda Vine


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Meet DaveDave has lived in Rexburg or over 35 years. He has 4 children who have all grown up but still continue

to visit bringing the grandkids. When his grandchildren are around he looks or un things to do

with them. He ofen takes them out or sweet treats. He says he likes Soda Vine because o the retro

envirnonment and delicious ood and drinks. He says he’s excited or some o the new and upcoming

ideas that are orthcoming.

Dave in his officeat work


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Tertiary Audience Community Members: General community members make up a large part o Soda Vines target

audience. Community members and amilies are interested in spending time together and doing

un activities. Tey usually have enough money to eat out or share a drink together. Specific

community groups such as book clubs or service organizations can and should be targeted.

Community members are an important target audience because unlike High School and College

Students Community members will stay in the area more permanently and can become highly loyal

customers.

A cozy couch located in Soda Vine


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Positioning From the eedback we received through a simple random survey o 400 students, we were able to

recognize that students recognition and personal awareness o Soda Vine’s new business was quite

surprising. Te results concluded that many students were unaware o the business’s existence and

location because the outside appearance with the colors o the building and the sign, which don’t quite

stand out to help capture attention. Students made mention, that social media awareness with TeDealio, Facebook, witter and local ads and events would’ve helped them be more involved with Soda

Vine. Surprisingly, Soda Vine has more public awareness then Snoasis, which is owned by Robyn.

Kiwi Loco received the most recognition due to the act that they have a company car driven around

town by employees to promote business. Tey send out many weekly coupons through Te Dealio.

Many apartment complexes within Rexburg have resident discounts at Kiwi Loco or living at a certain

complex. Kiwi Loco has an afer devotional special every uesday. Kiwi Loco also delivers to their

customers apartment.

Soda Vine is a soda shop, but with a twist. Yes, they do indeed sell soda drinks. But

there is so much more. Tey have cookies, brownies, and pretzels that are all home

baked by Robyn’s culinary art students. Tey have Butter Beer, i you’re a an o Harry

Potter. Tey sell custards, Italian ice, and milk shakes and many more

delicious treats. Te business has a retro, classic theme

that sets it apart rom a normal service station or ice cream parlor. Te

music, checkered flooring and urniture is sure to help provide

a warm, riendly environment ull o un.


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Key MessagesSoda Vine is dedicated to helping their customers enjoy the simple things in lie; happy people and

sweet treats! Soda Vine strives to build and provide a place o learning, sharing and community - A

place to get away rom the everyday worries and to bask in the sights and smells o a sugar-laced

heaven, a land o milk and honey.

Catchprashes

• “Have a SodaVine day!”

• “Your hometown stop or drinks, snacks, and a smile”

• A Soda Shop with a wist

• A blast rom the past, with a delicious twist


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ChallengesAs a new business, Soda Vine is not as well known as other hangout spots in Rexburg. Only 10 o 49

participants in the BYU-Idaho questionaire have heard o Soda Vine. Tere has not been many opportunity or

publicity so most people do not know o it’s existence. Most people go outside Rexburg or entertainment and

do not think that there are enough entertainment opportunities.

Soda Vine’s location is a little obscure. It is located off campus and is about the same distance away as Cocoa

Bean and Sammy’s but in a different direction.

“Soda Vine” implies that it just sells soda and other chilled drinks, not enough know about its soup

and steamers menu or warmer options during the Winter months.

People are only willing to spend on average $2 - $3 on a specilized soda which presented

the problem that some individuals think Soda Vine’s drinks are overpriced. Commetitors

such as Great Scotts and Mavricks have a 42 ouce soda or $1.29 which presents a

competitive market or Soda Vine.


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Soda Vine Soda


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Communication Vehicles• In-store-survey o 100 printed copies made available or eedback purposes o current customers.

• Te Dealio to help poll and announce via message database specials and deals at Soda Vine toincrease business.

• Social media including Facebook, Instagram witter and sodavineidaho.com, to help gain andattract audience’s attention rom a variety o channels.

CouponsSocial Media competitions

EventsDeals

• Newspaper articles written through the standard

journal. Below in the “Media Kit” is attached exampleso what should be included in a media kit.

An image in Soda Vine to representthe 50’s theme


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Research Methodsand ResultsTe purpose o our Soda Vine survey was mainly targeted towards our primary audience, thecollege students here at BYU-I. We wanted to get a better understanding o their knowledge and

awareness o Soda Vine and what their thoughts were. We wanted to know what suggestions couldbe changed to bring more awareness to the business or greater local recognition, and help provideus eedback with how Soda Vine could increase their business among the college students.


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Offer more than soda and promote what you offer more.

Have fliers since its newer in town and have maybe specials and hand out fliers or that or have a Facebook pageI find that that works best to have a Facebook page people can like and put deals or specials on there I think thatgets most students attention cause we are all so connected to social media especially Facebook.

GE OU HERE MORE. Be on social media!! (Facebook and Instagram especially) Hand out flyers on campusBe actively engaged and up to date on what the students look or and want. HAVE PARIES. I talk to so manypeople about Soda Vine and they don’t know what it is. Te good news is, your location is decently close- sostudents who have to walk- can easily get there. However, I think in the winter, with snow and everything,

location will be an issue. Maybe make Soda Vine more visible. (lights, enter signs) I almost always miss the turninto the parking lot, because you just can’t see it that well. Other than that, they’re doing a really great job. Teymake me happy. :)

More fliers, more special deals.

Do weekly specials and maybe have a contest to make a “new soda” or the menu!

Have a darker colored sign, and color theme inside. Not have oggy ront windows, and better seatingin restaurant.

Get more flavor combination options.

Offer promotions and special deals

Plenty o advertising. Most o all, riendly service towards students.

I have no idea what it even is. So I would suggest flyers and putting stuff upmaybe at the school and getting people to know what’s going on.coupons or fliers like kiwi locoMaybe they could use coupons/fliers/events to increase ‘word o

mouth,’ so more people find out about it?

Make a Facebook page and tell people to like it and have anopening party something like. Have student deals andsuch.

Put advertising on BYU-I campus. Get a text alertsystem set up or deals or people who visit.Advertise at Broulims. Have a party that iswell advertised and make it a loud one.

Suggestions to increase business at Soda Vine fromBYU-IStudents


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Have all different kinds o drinks not just Sodas. Not a lot o people drink sodas but would still like aspecialty drink. Boba Smoothies would be top notch. I’ve been craving one ever since I got here and I woulddo anything to have some boba.

Fixing the sign out ront to make it more attractive. Making the inside a place to hang out

But I would try to market the product more than the business because thats all we care about, and honestlytheir store looks overwhelming rom the road which is a major reason I havent been becuase it doesnt lookappealing. And i love italian soda and mixed drink places.

Living here in Rexburg, you have to be willing to ork out some money or good quality advertising andappeal, otherwise it seems that you’ll be labeled with other short lasted businesses around here. Presentyoursel well, and the people will think you’re classy. Tat’s my opinion, but I hope it helps.

Discounted soda offers or first timers.

Advertise and have loyalty cards and special offers such as date night or happy hour.


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Sit-in ResultsAs a group we began to brainstorm ideas in which we could better get to know the demographics oour target audiences. Around this same time period, there had been much emphasis expressed in ourclass about surveys and their importance. We decided on a time and day in which Soda Vine wouldreceive the most busy. We showed up as i we were normal customers and observed those around us.aking notes and statistics o customers coming in and those who were leaving. We looked or age,gender, items purchased, group size, etc. All with the purpose and intentions to better get an up closeand personal look at the demographics we were dealing with or this campaign.


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Customer arrival time on Saturday night at Soda Vine


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Marketing Plans

Website:• Update the website so it is more relevant to the company

• Add the Specialty Soda names and meanings behind the names• Make it easily accessible• Have links to Facebook page, witter, and Instagram at the top o the page instead o the

bottom.• Have Employee inormation - like who is working and what they like about Soda Vine.

Interactive Competitions:• Have a “create your own” Soda drink competition• Will help get the community involved• Name the drinks afer the person who created it

New Architecture Outside the Building• Change the color or style o your building to help it stand out.• Awning outside the building with seating below during summer months.• Heat lamp or when the weather gets cooler but customers still want to sit outside.

Discounts:

• Happy Hour: Have a time in the afernoon where cookies, soups

and breads or other selected items are $1 off.•Post Devotional Deal, afer devotional, or an hour, drinksare 15% off.

•Punch card or customers where they buy 9 items and getthe 10th item ree.


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Event Recommendations

Human Checkers: Use the checkerboard printed floor as a giant checkerboard and have people be the checkers dressed in either black or white. Have them take

their positions on the board and each team decides which piece will be moved. Te

rules o checkers apply, jumping o pieces is done in a “Leap Frog” ashion.

Tis activity would be un, unique and also a great PR move because lots o

social media could be implemented with the hashtag #humancheckers and

#sodavine.

Bingo: One Tursday morning every month have a day oBingo or the senior citizens in the community. Invite

residence rom the senior center next door and others

in the community and have a morning o Bingo. Tis

event would serve to expand the audience

o Soda Vine and be unique rom other

companies in the Rexburg area.


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Car Wash Fund Rauser: We think that a car wash would be a good idea becauseit would be a great way to build notice or the community and we would want the High School

students to be the ones washing the cars. Te unds rom the wash would go to the high school with

a cut being given to Soda Vine. While the drivers are waiting or their cars to be cleaned they can

wait inside Soda Vine while enjoying a drink.

Car Show: We think that a good way to attract the community would be a call to gather allwho have a classic car. o have Soda Vine as host at a classic car show would go hand-in-hand with

the theme o the restaurant and get the name out there as a community oriented attraction.

Theme Night: Te planned and organized theme nights held at Soda Vine, will beannounced on our Facebook page and user riendly website at sodavineidaho.com. Trough

these resource listed above, they will better help you and many others to help

stay connected with our upcoming, planned events. Also in stores will be havingfliers and posters posted to advertise and help bring customer awareness to

these theme nights. An example o a theme night could be with our

amous Butter Beer drink. Customers can come dressed up as Harry

Potter characters.

Block Party:A community event hosted by Soda Vine. that could offer discount prices on menu

items during the party. Tis will raise community awareness o Soda Vine and show its ability

as a community hang-out spot.


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An employee pouring soup or a customer.


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Strategies and Tactics

Strategy actic

Story In Standard Journal and Scroll Feature Story about the rise and idea that isSoda Vine. Call the Standard Journal to getreporter. Scroll?

Fliers Placed on street poles on main street, 2 Westand 2 East. Te busiest streets in Rexburg.

Big Bash Start o Summer Bash. June 21st. Tis couldcoincide with the Block Party

Hal-time Announcements Advertise Soda Vine at High School SportingEvents during halfime.

Te Dealio Consistent weets and deals to Te Dealioto be orwarded to those who are on thereception end o Te Dealio


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Customers o Soda Vine


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Budget


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Media KitIncluded:

Fact Sheet

In-Store Survey

Two example press releases

Fact Sheet

• Soda Vine opened June 6th, 2013

• Robin Easton is a teacher at Madison High in the culinary arts department

• Robin Easton also owns Snoasis on Main Street in Rexburg.

• Te name of the Soda Vine drinks reect family names and songs from the 50’s-60’s era

• Te shop provide more than 20 dierent types of sodas

• Robin came up with the same for Soda Vine by combining the words:“soda” and the word “divine.”

• A main motivator for opening Soda Vine was to help her culinaryclass learn about business and expand their skills.

• Robin sells her culinary student’s snacks in her shop

• Soda Vine was opened on Robyn’s birthday.

• Every Saturday night rom 6:30-8:30 pm they havegame night.

• Tey just started selling soups


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Soda Vine In-Store Survey

Q1 Rate your overall satisaction in the ollowing areas below: Very satisfied (1) Satisfied (2) Somewhat Satisfied (3) Neutral (4) SomewhatDissatisfied (5) Dissatisfied (6) Very Dissatisfied (7)Atmosphere (1) Customer service (2)

Food/Drink (3)

Q2 How did you hear about us? Mark all that apply Friend/roommate (1) Social media (2)

Walk-in (3) Poster/coupon (4) Curiosity (5)

Q3 Mark the category that applies to you: High school student College student Community member

Senior citizen Visitor

Q4 Are you likely to recommend us to a riend? Yes or no Yes No

Q5 Which age group do you all under? Mark below 12 and under

13-17 years 18-25 years 26-35 years 36 and older


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Press Release ExamplesSODA VINE RELEASES NEW DRINKS ON MENUSoda Vine creates a whole new page o drinks or costumersREXBURG, Idaho —Soda Vine has just announced their release o an entire new page o named drinks ontheir menu at their store in Rexburg.

With popularity increasing, Soda Vine has been in need to expand the variety o their menu and more drinkswith a given pet name has been their response.

“Te popular drinks like our ‘Louie Louie’ and ‘Rockin’ Robyn’ have had customers wanting moreaffectionately named drinks,” said Soda Vine owner Robyn Eastin. “All o the drinks in the restaurant have astory behind the name, and over the course o the next ew days we will be releasing the stories behind ournew drinks.”

Tese new drinks are designed to be in harmony with the warm and un atmosphere patrons are greeted towhen they come in to Soda Vine. Tey urther provide to the 1950-1960’s eel with names like “Sh-boom,”and, “Blue Suede Shoes.” Soda Vine hopes that the new additions to the menu will help in providinggreater un or the customers and Rexburg community.

“As we continue to grow we want to have a wide base that we can build on,” continues Eastin.“While we are trying to prepare or the colder months with our warmer options, weare also keeping in mind what we are named or and want the community to findenjoyment in our products.

Certainly the welcomed new drinks will be a great step orward in SodaVine’s growth.

For more inormation, please contact Gerald Bregg at (619) 234-5667 or byemail at [email protected]

Soda Vine is a local business in Rexburg, Idaho. It was opened inthe summer o 2014 and hopes to provide a warm and enticingatmosphere to the city o Rexburg and to students attendingBYU-Idaho. Soda Vine’s hope is that all its customerswill have a “So Divine Day.”


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SODA VINE RAISES MONEY FOR LOCAL MIDDLE SCHOOLSoda Vine is putting on a car wash or Madison High Middle School

REXBURG, IDAHO – Soda Vine is holding a car wash on July 10, 2015 rom 4:00 to 7:00 p.m. in the SodaVine drive thru to raise money or the Madison High School Culinary Arts Program.

Te car wash costs $5 per car and all proceeds go to help und the Culinary Arts program at Madison. Temoney will go to purchasing the necessary supplies and the Culinary Art program’s annual field trip.

Robyn Eastin, the owner o Soda Vine is also an adjunct teacher at Madison High School and teaches in

the culinary arts department.

“Doing this car wash just seemed like the perect idea,” Eastin said. “Using the shop I just opened to helpmy student raise money or the program I love was just a perect fit.”

At the car wash, the culinary students will also be selling goodies they have baked in class to raise extramoney along with raise awareness o their program and the skills they have learned.

“Beore I took the culinary class I didn’t know how to bake anything, but now I bake cookies andcake all the time and it makes me happy that I’ll have the opportunity to share my talent,” said JadeWilton, a student in the culinary program.

Along with the car wash, Soda Vine has also pledge to give Madison’s culinary program$500 dollars.

“I think its great Soda Vine is getting involved in the community,” said AllenClinton, an employee at the Soda Vine. “We’re a new business so it’ll be goodto get some community recognition.

For more inormation, please contact Rachael Brooks at (509)572-7515 or by email at [email protected].

Soda Vine is a sweet treat shop that opened in June, 2014 inRexburg, Idaho. Te shop has a retro 50’s-60’s theme.Soda Vine sells specializes drinks and some bakedgoods such as cookies and pretzels. Te mission othe store is provide high quality customer service

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soda vine- final draft

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