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Soda Vine

Gerald Bregg
Rachael Brooks
Carly McDermott
Rand Ramussen

Table of Contents
History
Situational Analysis
Goals and Objectives
Target Audiences: Primary, Secondary,
Tertiary
Positioning
Key Messages
Challenges
Communication Vehicles
Marketing Plans
Events Recommendations
Strategies and Tactics
Budget
Research Methods

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Soda Vined Opened June 6th, 2014

Robin interacting with customers

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History
Soda Vine opened June 6, 2014, on
founder Robyn Eastins birthday.
She attended many local city council
meetings in order to become aquainted
with local business owners.

She knew that Soda Vines
building was previously an old
medicine shop with a drive-thru
attachment. Her husband retired two
years ago from work which scared
Robyn because she feared for their
future. She began to brainstorm ideas and wrote down 20 reasons why she wanted
to begin this business.
Robyn has a Bachelors degree from BYU in Family and Consumer Science. She
teaches at Madison High School in the Culinary Arts department where shes been
teaching for 25 years. The theme for Soda Vine came to Robyn because
she thought about her growing up years in Newdale, Idaho and going to
Johnson Drug and Sallys Drive-Inn.
She wanted to create a business for her culinary art students at
Madison High School where they could market their products
(Bobcat Bakery) and sell them to her and she, in turn would
sell them at Soda Vine to help cover their expenses. The name
Soda Vine came after brainstorming with Robyns
family while out on the lake. Shed often say this is
so divine.

Customers enjoying time together.

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Situational Analysis
The current situation with Soda Vines public awareness reflects much along the same lines as the
results received from question three of our survey. The results concluded that only 10 students out
of 39 have heard of Soda Vine before. These numbers and participants responses were taken from
a simple random sample of 400 total students. From these same respondents, the number one
reason for them not having visited Soda Vine was no previous knowledge.
Strengths-- Provides frequent customers with rewards program, promotes specials through The
Dealio, bakes and sells homemade treats, has history behind names of products on menu, owner,
Robyn has 35 years experience in the culinary arts field.
Weaknesses-- Faded sign, location, competition with Great Scotts and Mavericks prices, public
awareness, BYU-Idaho track system with students not in Rexburg year round, building needs to
stand out more, need more involvement with social media platforms, not enough seating inside,
limited selection of items.
Opportunities-- Fundraiser events for Robyns Culinary Arts students, sponsor local
events around town to promote and help raise awareness for Soda Vine,
Threats-- Local competitors, poor customer satisfaction, spread of bad reputation,
and high prices of items.
Owners Goals-- Robyn Eastin would like to help her grandchildren with
a job, local students with a job, have a cabin in Island Park, Montana,
and be able to retire early with her husband.

Goals and Objectives

The winter hot cocoa flavors at Soda Vine

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1. To raise awareness and help Soda Vine gain public and local recognition in the community of Rexburg with
BYU- I students being our primary target, followed by high school students. We plan to access this information
via an email questionnaire created by Qualtrics. This survey will be sent to 400 randomly selected students here
on Brigham Young University-Idahos campus out of the 16,193 students currently enrolled for Fall semester on
campus. We plan to receive approval through the Institutional Review Board (IRB) which is run by the office of
Institutional 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 the

employees and Robyn with their feedback and overall in store experience. We will create this questionnaire
with only four to five questions to help keep the participant engaged and realize we value their time. These
surveys will be left out on each table within the Soda Vine restaurant or attached to each product purchased by
consumers 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 certain

hours of the day and collect data from the different observations made within the time frame. 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, followers, and potential

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

5. Have Soda Vine manager Robyn talk with the Dealio, locally here in Rexburg to

advertise and publicize discounts and specials on their products to attract more
business.

6. Have Robyn revise and continually update Soda Vines social media

network accounts-(Facebook, Instagram) and website weekly. Help

to trigger and pull/draw customers and viewers of her social feeds
into her business. Also help them to feel inclined to share with
friends and roommates.

7. Organize events within Soda Vine that will help

bring business inside. Plan activities like a theme night,

car wash, classic movie night, or game night within the
business and send out pubilicity through her culinary
arts students.

Meet Hannah
Hannah is 20 years old, she is a junior at BYU-Idaho. She is studying advertising and enjoys her
drama and performing art classes. She works part time at the Vans Shoe Store. She likes hanging out
with her friends and roommates at Soda Vine for FHE, girls night outs, and dates on the weekend.
She says she loves the social atmosphere, fun enviornment, and delicious treats and mixed sodas that
Soda Vines menu offers.

Hannah spending time

at a shop in Seattle

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Primary Audience
College Students: There were 14,169 full-time day students attending BYU-Idaho during the Fall
2014 Semester according to the official BYU-Idaho enrollment summary. College students are Soda
Vines main target audience. BYU-I students make up a large portion of the 26,000 people who live in
the Rexburg area. College students are the target audience because the college market is geographically
stable. The college demographic consists mainly of students ages 18-26 so it is remarkably age stable.
Marketing to college students is cost-effective because they respond more favorably to grassroots
messages like social media, word of mouth and fliers rather than flashy and expensive ads. Lastly, college
students eventually become educated, brand-loyal consumers who will share their love of the products of
Soda Vine with their friends, families, and neighbors. Students are also highly influenced by deals, social
media, social events, and great service.

Customers on a first date at Soda Vine.

Meet Thomas
Thomas is 17 years old and a senior . He is a current customer at Soda Vine and likes to come
here because of the fun atmosphere. He thinks that Soda Vine is a great place to bring dates
because it is affordable, fun, and has amazing treats, drinks, and food. He says its a fun place
to hang out with friends, and do homework with the free Wi-Fi.

Thomas as the
homecoming prince at his
highschool

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Secondary Audience
High School Students: The 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
frieneds; thus contributing to their indepence and freedom. These 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 for longer durations of time. They also are able to introduce the product to their families;
thus creating life-long loyal customers.

Customers enjoying spending time

together at Soda Vine

Meet Dave
Dave has lived in Rexburg for 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 for fun things to do
with them. He often takes them out for sweet treats. He says he likes Soda Vine because of the retro
envirnonment and delicious food and drinks. He says hes excited for some of the new and upcoming
ideas that are forthcoming.

Dave in his office

at work

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Tertiary Audience
Community Members: General community members make up a large part of Soda Vines target
audience. Community members and families are interested in spending time together and doing
fun activities. They 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 feedback we received through a simple random survey of 400 students, we were able to
recognize that students recognition and personal awareness of Soda Vines new business was quite
surprising. The results concluded that many students were unaware of the businesss existence and
location because the outside appearance with the colors of the building and the sign, which dont quite
stand out to help capture attention. Students made mention, that social media awareness with The
Dealio, Facebook, Twitter and local ads and events wouldve 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 fact that they have a company car driven around
town by employees to promote business. They send out many weekly coupons through The Dealio.
Many apartment complexes within Rexburg have resident discounts at Kiwi Loco for living at a certain
complex. Kiwi Loco has an after devotional special every Tuesday. 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. They have cookies, brownies, and pretzels that are all home
baked by Robyns culinary art students. They have Butter Beer, if youre a fan of Harry
Potter. They sell custards, Italian ice, and milk shakes and many more
delicious treats. The business has a retro, classic theme
that sets it apart from a normal service station or ice cream parlor. The
music, checkered flooring and furniture is sure to help provide
a warm, friendly environment full of fun.

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Key Messages
Soda Vine is dedicated to helping their customers enjoy the simple things in life; happy people and
sweet treats! Soda Vine strives to build and provide a place of learning, sharing and community - A
place to get away from the everyday worries and to bask in the sights and smells of a sugar-laced
heaven, a land of milk and honey.
Catchprashes
Have a SodaVine day!
Your hometown stop for drinks, snacks, and a smile

A Soda Shop with a Twist

A blast from the past, with a delicious twist

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Challenges
As a new business, Soda Vine is not as well known as other hangout spots in Rexburg. Only 10 of 49
participants in the BYU-Idaho questionaire have heard of Soda Vine. There has not been many opportunity for
publicity so most people do not know of its existence. Most people go outside Rexburg for entertainment and
do not think that there are enough entertainment opportunities.
Soda Vines location is a little obscure. It is located off campus and is about the same distance away as Cocoa
Bean and Sammys 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 for 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 Vines drinks are overpriced. Commetitors
such as Great Scotts and Mavricks have a 42 ouce soda for $1.29 which presents a
competitive market for Soda Vine.

Soda Vine Soda

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Communication Vehicles
In-store-survey of 100 printed copies made available for feedback purposes of current customers.

The Dealio to help poll and announce via message database specials and deals at Soda Vine to
increase business.

Social media including Facebook, Instagram Twitter and sodavineidaho.com, to help gain and
attract audiences attention from a variety of channels.
Coupons

Social Media competitions
Events
Deals
Newspaper articles written through the standard
journal. Below in the Media Kit is attached examples
of what should be included in a media kit.

An image in Soda Vine to represent

the 50s theme

Research Methods
and Results
The purpose of our Soda Vine survey was mainly targeted towards our primary audience, the
college students here at BYU-I. We wanted to get a better understanding of their knowledge and
awareness of Soda Vine and what their thoughts were. We wanted to know what suggestions could
be changed to bring more awareness to the business for greater local recognition, and help provide
us feedback with how Soda Vine could increase their business among the college students.

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Suggestions to increase business at Soda Vine from

BYU-IStudents
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 for that or have a Facebook page
I find that that works best to have a Facebook page people can like and put deals or specials on there I think that
gets most students attention cause we are all so connected to social media especially Facebook.
GET OUT THERE MORE. Be on social media!! (Facebook and Instagram especially) Hand out flyers on campus.
Be actively engaged and up to date on what the students look for and want. HAVE PARTIES. I talk to so many
people about Soda Vine and they dont know what it is. The good news is, your location is decently close- so
students 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 turn
into the parking lot, because you just cant see it that well. Other than that, theyre doing a really great job. They
make me happy. :)
More fliers, more special deals.
Do weekly specials and maybe have a contest to make a new soda for the menu!
Have a darker colored sign, and color theme inside. Not have foggy front windows, and better seating
in restaurant.
Get more flavor combination options.
Offer promotions and special deals
Plenty of advertising. Most of all, friendly service towards students.
I have no idea what it even is. So I would suggest flyers and putting stuff up
maybe at the school and getting people to know whats going on.
coupons or fliers like kiwi loco
Maybe they could use coupons/fliers/events to increase word of
mouth, so more people find out about it?
Make a Facebook page and tell people to like it and have an
opening party something like. Have student deals and
such.
Put advertising on BYU-I campus. Get a text alert
system set up for deals for people who visit.
Advertise at Broulims. Have a party that is
well advertised and make it a loud one.

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Have all different kinds of drinks not just Sodas. Not a lot of people drink sodas but would still like a
specialty drink. Boba Smoothies would be top notch. Ive been craving one ever since I got here and I would
do anything to have some boba.
Fixing the sign out front 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 honestly
their store looks overwhelming from the road which is a major reason I havent been becuase it doesnt look
appealing. And i love italian soda and mixed drink places.
Living here in Rexburg, you have to be willing to fork out some money for good quality advertising and
appeal, otherwise it seems that youll be labeled with other short lasted businesses around here. Present
yourself well, and the people will think youre classy. Thats my opinion, but I hope it helps.
Discounted soda offers for first timers.
Advertise and have loyalty cards and special offers such as date night or happy hour.

Sit-in Results
As a group we began to brainstorm ideas in which we could better get to know the demographics of
our target audiences. Around this same time period, there had been much emphasis expressed in our
class about surveys and their importance. We decided on a time and day in which Soda Vine would
receive the most busy. We showed up as if we were normal customers and observed those around us.
Taking notes and statistics of customers coming in and those who were leaving. We looked for age,
gender, items purchased, group size, etc. All with the purpose and intentions to better get an up close
and personal look at the demographics we were dealing with for 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, Twitter, and Instagram at the top of the page instead of the
bottom.
Have Employee information - 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 after the person who created it
New Architecture Outside the Building
Change the color or style of your building to help it stand out.
Awning outside the building with seating below during summer months.
Heat lamp for when the weather gets cooler but customers still want to sit outside.
Discounts:

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

and breads or other selected items are $1 off.

Post Devotional Deal, after devotional, for an hour, drinks
are 15% off.
Punch card for customers where they buy 9 items and get
the 10th item free.

Event Recommendations

Human Checkers: Use the checkerboard printed floor as a giant checker

board 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. The
rules of checkers apply, jumping of pieces is done in a Leap Frog fashion.
This activity would be fun, unique and also a great PR move because lots of
social media could be implemented with the hashtag #humancheckers and
#sodavine.

Bingo: One Thursday morning every month have a day of

Bingo for the senior citizens in the community. Invite
residence from the senior center next door and others
in the community and have a morning of Bingo. This
event would serve to expand the audience
of Soda Vine and be unique from 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 because
it would be a great way to build notice for the community and we would want the High School
students to be the ones washing the cars. The funds from the wash would go to the high school with
a cut being given to Soda Vine. While the drivers are waiting for 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 all
who have a classic car. To have Soda Vine as host at a classic car show would go hand-in-hand with
the theme of the restaurant and get the name out there as a community oriented attraction.

Theme Night: The planned and organized theme nights held at Soda Vine, will be
announced on our Facebook page and user friendly website at sodavineidaho.com. Through
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 having
fliers and posters posted to advertise and help bring customer awareness to
these theme nights. An example of a theme night could be with our
famous 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. This will raise community
awareness of Soda Vine and show its ability
as a community hang-out spot.

An employee pouring soup for a customer.

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Strategies and Tactics

Strategy
Story In Standard Journal and Scroll
Fliers
Big Bash
Half-time Announcements
The Dealio

Tactic
Feature Story about the rise and idea that is
Soda Vine. Call the Standard Journal to get
reporter. Scroll?
Placed on street poles on main street, 2 West
and 2 East. The busiest streets in Rexburg.
Start of Summer Bash. June 21st. This could
coincide with the Block Party
Advertise Soda Vine at High School Sporting
Events during halftime.
Consistent Tweets and deals to The Dealio
to be forwarded to those who are on the
reception end of The Dealio

Customers of Soda Vine

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Budget

Media Kit
Included:
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.

The name of the Soda Vine drinks reflect family names and songs from the 50s-60s era

The shop provide more than 20 different 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 culinary
class learn about business and expand their skills.

Robin sells her culinary students snacks in her shop

Soda Vine was opened on Robyns birthday.

Every Saturday night from 6:30-8:30 pm they have

game night.

They just started selling soups

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Soda Vine In-Store Survey

Q1 Rate your overall satisfaction in the following areas below:

Very satisfied (1)
Satisfied (2) Somewhat Satisfied (3)
Neutral (4) Somewhat
Dissatisfied (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 friend? Yes or no
Yes
No
Q5 Which age group do you fall under? Mark below

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

Press Release Examples

SODA VINE RELEASES NEW DRINKS ON MENU
Soda Vine creates a whole new page of drinks for costumers
REXBURG, Idaho Soda Vine has just announced their release of an entire new page of named drinks on
their menu at their store in Rexburg.
With popularity increasing, Soda Vine has been in need to expand the variety of their menu and more drinks
with a given pet name has been their response.
The popular drinks like our Louie Louie and Rockin Robyn have had customers wanting more
affectionately named drinks, said Soda Vine owner Robyn Eastin. All of the drinks in the restaurant have a
story behind the name, and over the course of the next few days we will be releasing the stories behind our
new drinks.
These new drinks are designed to be in harmony with the warm and fun atmosphere patrons are greeted to
when they come in to Soda Vine. They further provide to the 1950-1960s feel with names like Sh-boom,
and, Blue Suede Shoes. Soda Vine hopes that the new additions to the menu will help in providing
greater fun for 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 for the colder months with our warmer options, we
are also keeping in mind what we are named for and want the community to find
enjoyment in our products.
Certainly the welcomed new drinks will be a great step forward in Soda
Vines growth.
For more information, please contact Gerald Bregg at (619) 234-5667 or by
email at gbregg@sodavine.com
Soda Vine is a local business in Rexburg, Idaho. It was opened in
the summer of 2014 and hopes to provide a warm and enticing
atmosphere to the city of Rexburg and to students attending
BYU-Idaho. Soda Vines hope is that all its customers
will have a So Divine Day.

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SODA VINE RAISES MONEY FOR LOCAL MIDDLE SCHOOL

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

The car wash costs $5 per car and all proceeds go to help fund the Culinary Arts program at Madison. The
money will go to purchasing the necessary supplies and the Culinary Art programs annual field trip.
Robyn Eastin, the owner of 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 perfect idea, Eastin said. Using the shop I just opened to help
my student raise money for the program I love was just a perfect fit.

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

Before I took the culinary class I didnt know how to bake anything, but now I bake cookies and
cake all the time and it makes me happy that Ill have the opportunity to share my talent, said Jade
Wilton, a student in the culinary program.

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

I think its great Soda Vine is getting involved in the community, said Allen
Clinton, an employee at the Soda Vine. Were a new business so itll be good
to get some community recognition.

For more information, please contact Rachael Brooks at (509)
572-7515 or by email at rbrooks@sodavine.org.

Soda Vine is a sweet treat shop that opened in June, 2014 in
Rexburg, Idaho. The shop has a retro 50s-60s theme.
Soda Vine sells specializes drinks and some baked
goods such as cookies and pretzels. The mission of
the store is provide high quality customer service
and tasty drinks for people to come and enjoy.