The

Gang

SodaVine - not just soda

Charlie Cottrell, 23, hails from Northern Utah. Hobbies include anything
outdoors from whitewater kayaking to backpacking on snowshoes in sub-zero weather to simply watching the stars on a blanket. If one cant find him on
the basketball or tennis courts they will probably find Charlie spending quality time with his family and friends. A junior at BYU-Idaho studying Public
Relations Charlie wants to do PR for a professional athletic team.
Steven Card, 23, from Oregon, loves new adventures. Whether it be SCUBA
diving the Great Barrier Reef in Australia or hiking the Grand Canyon he always seeks a thrill. In his spare time Steven likes to travel, watch Jeopardy, and
spend time with friends and family. He is currently a Public Relations student
at BYU-Idaho.

Zoe Gibson, 20 years old from Seattle Washington. Enjoys playing sports- especially football (Seahawks of course) and basketball. Dreams of relaxing on
the beach in Aruba and cruising the Grecian Islands. Could watch princess
diaries and Cinderella story every day with friends. Enjoys hanging out with
her family, mainly her 3 nephews. Presently a Communications major at
BYU-I with an emphasis in PR.
Loryn Paul was born and raised in Las Vegas, Nevada. When shes not dancing shes either being an expert in the kitchen, making a music video with her
siblings, having her fourth days run to Yogurtland, or enjoying her family.She loves traveling and hopes to one day work in a foreign country as a
Public Relations speicalist.

Table of
Contents

SodaVine - not just soda

Situational
Analysis.......................page
Positioning..........................................page
Key
Messages.................................page
Target
Audience.............................page
Research
Methods..........................page
Challenges..........................................page
Goals
and
Objectives..................page
Commmunication
Vehicles.............page
Events
and
Plans.........................page
Other Items.......................................page
Strategies and Tactics.....................page
Budget.................................................page
Evaluation Plan..................................page
Appendix..............................................page

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Situation
Analysis

SodaVine - not just soda

SodaVine opened in July of 2013 and is located on 2nd west in Rexburg, Idaho. The store
offers a comfortable 50s diner feel where a variety of drinks and snacks can be enjoyed.
SodaVine struggles with awareness, but are working on solving the issue. In October they
had around 600 followers on Facebook and have increased that number to 817 in about a
month. They have recently updated their website to make it easier to navigate and have the
same feel as their restaurant. Another problem that SodaVine has had is the appearance of
their store, they have recently received a new sign, which will help improve their image. A
recent survey of BYU-Idaho students found that 71% knew what SodaVine was and out of
those who did, 55% had visited. The main goal is to increase awareness of SodaVine and
help them get more business for the store.

Positioning

SodaVine - not just soda

Through surveys it was found that 46% of people think SodaVine only sells Soda. This fact
makes them seek other stores with more options. The perception of people will be changed
by showing them that SodaVine does not only sell Sodas but a wide variety of other products.

Key
Messages

SodaVine - not just soda

Target
Audience

SodaVine - not just soda

1. SodaVine, more than just Soda.

2. SodaVine provides a large range of drinks and goodies for customers to enjoy.
3. SodaVine provides a fun and enjoyable atmosphere for students to
get away from their busy lives.
4. SodaVine is conveniently located close to BYU-Idaho.
5. For your ease SodaVine has a drive thru window.

The student population is one, if not the biggest, group of people in the Rexburg area.
There are around 14,000 students every semester in the Rexburg area. Yes, students will
cycle through eventually but not before they come with their younger friends to SodaVine.
A process will be implemented where going to SodaVine is the normal thing to do and
many will go and keep going.

Families are always a great option. Once a family finds a spot they like they are fiercely
loyal. Specifically young families would be the best.

Research
Methods

SodaVine - not just soda

Challenges

SodaVine - not just soda

A survey was conducted to see what BYU-Idaho students know about SodaVine. There
were 101 students who responded. Of the 101 responses 71% had responded that they had
heard of SodaVine. Of that 71%, however, only 55% of survey takers said that they had
actually visited SodaVine. When asked to give a reason why they had never been to SodaVine 45% responded that they did not like soda.
Once people attend SodaVine they generally have a good experience. Of those who had
visited SodaVine the vast majority replied that they would not only return but recommend
SodaVine to a friend.

The Challenges associated with this are as follows:

1. Location. For those students without vehicles its hard to get there especially in winter.
2. Price. Local competitors offer similar drinks for a lower price.
3. Outside appearance. The building is a bland white and blends in with surrounding
buildings.
4. Competition. There are a lot of similar establishments in Rexburg.
5. Consistent customers. Each semester students come and go from the school making it
hard to get dedicated members.

Goals and
Objectives

SodaVine - not just soda

Communication
Vehicles

SodaVine - not just soda

Social Media Goals:

-Have as much interaction with followers as possible including liking and com-

menting on their posts that include SodaVine.

-Facebook:
-Facebook insights
-Post 1 a day


-Instagram
-Post 3 times a week
-Twitter
-Tweet 5-10 times per-day

-One strategy is to include hashtags in your username or profile description. By
placing a hashtag preceding your username, every single photo you post will


automatically include that hashtag.


*Posts can include things like deals, memes, quotes, and photos of drinks, food,
customers, employees, the building.
Drive Thru Goal:
-Cars all the way to the street in the drive through

-20 cars per day
Company and product awareness:

-Increase the awareness of other drinks. i.e. Hot Chocolate, Steamers, not

just sodas.
Increase Income 40-45%

College students are constantly on their phones and social media, making social media
sites the focus of how to communicate with the audience. SodaVine already has a Facebook page, but their posts arent as regular or as interactive as they should be. It is recommended that SodaVine create a twitter account because this site allows them to have a
more frequent connection with their customers. By increasing their presence in the social
media world SodaVine will be able to connect with their audience in ways that they could
not have previously.

Events
and Plans

SodaVine - not just soda

Other
Items

SodaVine - not just soda

The Mob will be hosting events for the SodaVine at the end of the Winter semester and all
of spring semester. With 1,000+ followers they generate lots of publicity and bring a good
amount of people to their events. This event will be held in the parking lot behind SodaVine. They will have a dance party coupled with several booths and minute to win it games
and other activities.
Friday night game night is something to be implemented even more! Using social media
like crazy publicizing that it happens is the best first step to take. Making sure there are a
lot of options are also very important.
Family Home Evening night. Once a month SodaVine can invite students and local families out to enjoy a fun night with great drinks. To draw people to this event SodaVine can
have a promotion of getting discounts for every group with more than 10 people.

1. Work with employees to make the time from order to delivery quicker.
2. One monday a month give a discount for FHE groups. (groups larger than 10 people)
3. Free popcorn for friday-night game night.
4. Opening social through the Mob.
5. Participate in Hemming village, Rexburg Unplugged.

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Strategies
and Tactics

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SodaVine - not just soda

Budget

SodaVine - not just soda

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Evaluation
Plan

SodaVine - not just soda

One of the most important things a company can do is to track how far they have come.
For every company it will vary for how often this will happen, but once a month tends
to be a good amount of time to gather data and see what is working and what needs to
change. Some things that might be worth tracking are social media sites, website, what
drinks are the best sellers, how many people are visiting each month, what the average
time people are waiting for their drinks and what promotions tend to get the attention
wanted. Social media sites have made it easier on users by having insights built right into
the page. To keep track of the website it would be highly advised to get Google Analytics,
so that SodaVine can track exactly who is visiting their site and for how long. After figuring out the numbers of each of these items the most important part of the evaluation plan
is to set goals for the next period of time. The main goal now is to increase the awareness;
focusing on how many followers are on social media sites and how many people are coming through the door would be great measurements for this.

Appendix

SodaVine - not just soda

Survey Questions:
1. Have you ever heard of SodaVine?
2. Have you ever been to SodaVine?
For those who HAVE heard of SodaVine and HAVE been:
1. How did you hear about SodaVine?

a. Friend

b. Social Media

c. Just Drove By

d. Flyer/Discount Card

e. Other
2. How likely are you to revisit SodaVine? (1=Not Likely, 5=Very Likely)
3. What did you like most about SodaVine?

a. Theme of Interior/Atmosphere

b. Drink Selection

c. Food Selection

d. Staff & Customer Service

e. Price

f. Other

g. I Did Not Like Anything About SodaVine
4. Please Rate the Following (1=Horrible, 5=Amazing)

a. Interior Atmosphere

b. Exterior Atmosphere
5. How Likely Are You To Recommend SodaVine to a friend?

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For those who HAVE heard of SodaVine but HAVE NOT been:
1. How did you hear about SodaVine?

a. Friend

b. Social Media

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Appendix

SodaVine - not just soda

c. Just Drove By
d. Flyer/Discount Card
e. Other

2. Why have you never been?

3. How far are you willing to travel?

a. 0-1 mile

b. 2-3 miles

c. 4+ miles

For those who have NOT heard of SodaVine
1. What places do you currently visit for Food and Drink?

a. Fast Food

b. Nielsens Frozen Custard

c. Sit Down Restaurant

d. Kiwi Loco

e. Other
2. How far are you willing to travel?

a. 0-1 mile

b. 2-3 miles

c. 4+ miles

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