Group Bio

A 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 Analysis
S.W.O.T.
Goals and Objectives
Target Audience
Positioning Statement
Key Messages
Challenges
Communication Vehicles
Research Methods
Strategies and Tactics
Media Kit
Budget
Evaluation Plan
Time Chart
Advertising Plan
Event Plan
Appendix

2
3
4
5
6
7
8
9
10
11
12
13
14-15
16
17
18
19-20

1 SodaVine

SodaVine 2

Situational Analysis
The 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 1825, 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.

3 SodaVine

S.W.O.T
Strengths
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.

Weaknesses
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.

Opportunities
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.

63% of

students have
never visited
SodaVine
(Appendix 1)

Threats
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.

SodaVine 4

Goals and Objectives

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.

5 SodaVine

Target Audience
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.

SodaVine 6

Positioning Statement
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)

7 SodaVine

Key Messages
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.

SodaVine 8

Challenges
Increase awareness within one definite target audience
while 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)

9 SodaVine

Communication Vehicles
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

Word of Mouth
Pass out fliers at the
beginning of each semester

63% of students

learn about new

stores from friends
(Appendix 1)

SodaVine 10

Research Methods

Student Survey
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

Develop a Plan From the Survey

89% of students
enjoy flavored
sodas/drinks
(Appendix 1)

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

11 SodaVine

Strategies and Tactics

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 Seasonal Products

Cater to each holiday
Cater to weather

Advertise Free Wifi

Include in advertisements
Make a new sign for the windows

SodaVine 12

Media Kit
Will Include:
Contact information
for Robyn and her
Husband
Contact information
for Valerie Smith
(advertising/media
coordinator)
Address and phone
number of SodaVine

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

13 SodaVine

Budget
Here is a breakdown of the current
budget 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)

SodaVine 14

Evaluation Plan
Student Survey
Questions:

1. Are you male or female?

Male
Female
2. Are you between the ages of 17 to 25?
Yes
No
3. Have you ever visited SodaVine? (If no Skip to question 16)
Yes
No
For 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
5. My experience at SodaVine was a good one.
Strongly Disagree

Disagree neutral
strongly agree

6. I enjoyed the products offered at SodaVine.
Strongly Disagree

Disagree neutral
strongly agree

agree

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
strongly agree

agree

9. I would bring my friends to SodaVine.

Strongly Disagree

Disagree neutral
strongly agree

agree

10. I would bring a large group to SodaVine.

Strongly Disagree

Disagree neutral
strongly agree

agree

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

15 SodaVine

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

No
17. The longest I am willing to travel for a restaurant is:
1-2 miles 3-5 miles 6-10 miles 11-25 miles
18. Do you enjoy flavored sodas or creative drinks?
Yes

No
19. 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 Sunday
21. What keeps you coming back to your favorite restaurants?
The Food The Atmosphere My friends Continence Other
22. 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

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

SodaVine 16

Time Chart
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)

17 SodaVine

Advertising Plan
Media Mix
Facebook, Instagram, Pinterest, Google+, Twitter, Tumblr
Word of mouth

Advertising Placement
Door-to-door ads

Reach
Rigby
Rexburg

St. Anthony
Sugar City/Salem

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

Audience
College/High school students
Families

Rates
$300-400 a month

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

84% of students
go out to eat on
Fridays
(apendix 1)

SodaVine 18

Event Plan
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:

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

Drive in Movie Night

Pick a date
Summer or early Fall
Use Soda Vines back lot
Put up large white sheet or rent/buy projector screens
Prices range from $40-$200
Rent 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)

19 SodaVine

Appendix
1. Are you male or female?
2. Are you between the ages of 17 to 25?
3. Have you ever visited SodaVine?
#
Answer
#
Answer
#
Answer

Response %

Response %

Response %
1
Male
1 Yes
1 Yes
5 21%
23 96%
9 38%
2
Female
2 No
2 No
19 79%
1 4%
15 63%
Total 24
100% Total 24
100%
Total 24
100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.79
Variance 0.17
Standard Deviation
Total Responses

0.41
24

Statistic Value
Min Value 1
Max Value 2
Mean 1.04
Variance 0.04
Standard Deviation
Total Responses

Statistic Value
Min Value 1
Max Value 2
Mean 1.63
Variance 0.24
Standard Deviation
Total Responses

0.20
24

0.49
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
Mean
1 I live within___ of SodaVine.
6 1 0 0 7
1.14
Statistic
I live within___ of SodaVine.
Min Value 1
Max Value 2
Mean 1.14
Variance 0.14
Standard Deviation
0.38
Total Responses
7
5. For the following questions mark which closest applies to you:
#
Question Strongly Disagree
Disagree Neither disagree or agree Agree
Total Responses
Mean
1
My experience at SodaVine was a good one.
0
0
0
7 4.43
2
I enjoyed the products offered at SodaVine.
0
0
0
7 4.29
3
I found the menu at SodaVine interesting and varied.
0
0
4 7 4.43
4
SodaVine is a unique and creative concept.
0
0
1
7 4.29
5
I would bring my friends to SodaVine. 0
0
0
4
4.43

Strongly Agree
4

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.
creative concept.
I would bring my friends to SodaVine.
Min Value
4 4 3 3 4
Max Value
5 5 5 5 5
Mean
4.43 4.29 4.43 4.29 4.43
Variance
0.29 0.24 0.62 0.57 0.29
Standard Deviation 0.53 0.49 0.79 0.76 0.53
Total Responses 7 7 7 7 7
6. For the following questions mark which closest applies to you:
#
Question
Strongly Disagree
Disagree
Neither Agree nor Disagree Agree
Strongly Agree Total
Responses Mean
1
I would bring a large group to SodaVine.
0
1
0
4
2
7
4.00
2 SodaVine is easy to find.
0 1 1 4 1 7 3.71
3
SodaVines outer appearance matches the quality of its products.
0
2
2
1
2 7 3.43
4
There are many people who know about SodaVine.
0
1
3
2
1
7 3.43
5
I would continue to come back to SodaVine. 0
0
1
3
3
7
4.29
6 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 6
Min Value
2 2 2 2 3 3
Max Value
5 5 5 5 5 5
Mean
4.00 3.71 3.43 3.43 4.29 4.33
Variance
1.00 0.90 1.62 0.95 0.57 1.33
Standard Deviation 1.00 0.95 1.27 0.98 0.76 1.15
Total Responses 7 7 7 7 7 3

SodaVine is a unique and

SodaVine 20

Appendix
7. Do you enjoy vintage style restaurants? 8. The longest I am willing to travel for a
restaurant is:
#
Answer

Response %
#
Answer
Min Value Max
Value
Average Value
1 Yes
18 95%
Standard Deviation
Responses
1
Miles 1.00
2 No
1 5%
45.00 18.00 13.10 19
Total 19
100%

9. Do you enjoy flavored sodas or creative

drinks?
#
Answer

Response %
1 Yes
17 89%
2 No
2 11%
Total 19

Statistic Value
Min Value 1
Max Value 2
Mean 1.05
Variance 0.05
Standard Deviation

100%

0.23

Total Responses

19

11. What days do you usually go out to eat? 12. What keeps you coming back to your favorite restaurants?
#
Answer
#
Answer

Response %

Response %
1
Monday
1
The Food
0 0%
12 63%
2
Tuesday
2
The Atmosphere
0 0%
4 21%
3
Wednesday
3
My friends
1 5%
2 11%
4
Thursday
4
Contents
1 5%
1 5%
5
Friday
5
Other
16 84%
0 0%
6
Saturday
Total 19
100%
1 5%
7
Sunday
Total 19
100% 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
Mean
1 Strongly Disagree
1 1 1 3 2.00
15. Do you often use special promotions seen on social
2 Disagree
2 0 1 3 1.67
media? 1-not very likely, 5 very likely
3 Neither Agree nor Disagree 2 2 2 6 2.00
#
Answer
4 Agree
6 4 4 14 1.86

Response %
5 Strongly Agree 3 1 5 9 2.22
0 0
2 11%
14. What types of social media do you use the most? Put in order of most used,
1 1
# Answer
1 2 3 4 5 Total Responses
0 0%
1 Twitter
1 1 2 6 8 18
2 2
2 Facebook
13 5 0 0 0 18
2 11%
3 Instagram
3 8 3 3 1 18
3 3
4 Pinterest
0 3 10 4 1 18
4 22%
5 Other
1 1 3 5 8 18
4 4
1 6%
Total
18 18 18 18 18 5 5
16. What kinds of things do you follow on social media besides friends/family?
2 11%
#
Answer
6 6

Response %
0 0%
1
Local Business
7 7
11 58%
2
Corporations
2 11%
1 5%
8 8
3
Celebrities
2 11%
3 16%
9 9
4
Other
0 0%
4 21%
10 10
Total 19
100%
3 17%
17. Would you be interested in deals for local businesses on social media? 1-not very likely, 5-very likely
Total 18
100%
#
Answer
Min Value Max Value Average Value
Standard Deviation
Responses
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%

Level of Interest 1.00 5.00 3.17 1.62 18