Project and Production Manager
PLANT TRUCK
MARKETING AND ADVERTISING DEVELOPMENT FOR THE FUTURE OF VEGAN CUISINE
PROJECT TYPE
Marketing research and comprehensive plan for new business concept
DURATION
15 Weeks | Spring 2021
DELIVERABLES
19 page “Plant Truck” Research Report
8:18 minute “Plant Truck” Research Presentation
36 page “Plant Truck” Marketing Campaign Plan
3:33 minute “Plant Truck” Marketing Campaign Pitch
TEAM
Erinn Gilmore: researcher, writer, designer
Gabriela Williams: researcher, writer, designer
Hannah Mayes: researcher, writer, designer
THE PROJECT
Plant Truck is a conceptual vegan and plant-based food truck focused on Southwestern culinary tastes. The project includes the development of the brand with a target market and the construction of a comprehensive and actionable marketing campaign plan for the business’s first launch.
THE GOAL
The initial goal of this project was to create a conceptual food truck brand and marketing plan based on data-backed information, viability, and potential for expansion. Our hypothetical budget was $50,000.00.
COMPONENTS
Customer development, environment scanning, marketing design, product-market fit, budgeting
THE PROCESS
Identifying Potential
Our team began tackling the goal by researching current and upcoming food-based trends. We saw promise in the growing vegan and plant-based category and constructed an eighteen question online survey to gain more insight. We discovered that individuals who eat vegan and plant-based food were often young adults who valued healthy, affordable, and environmentally sustainable options.
Understanding the Consumer
Our analyses and earlier research also allowed the team to step into the shoes of the consumer. To guarantee that our brand would reach the desired consumers, we identified a distinct target market and constructed a media mix and communication channels to effectively contact and resonate with the audience.
Presenting the Concept
To format our campaign plan into digestible format, our team created a comprehensive, visually appealing document as well as a business launch campaign pitch that described our brand’s purpose, viability, and potential for expansion within the food truck industry.
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Word Cloud created by designer Gabriela Williams
Understanding the Environment
From our findings, our team developed the Southwestern plant-based food truck brand “Plant Truck.” To determine market position, we conducted analyses regarding both the competitors and industry conditions. These analyses helped shape key elements of our project, such as selected location, pricing strategy, vision, brand values, and visual brand identity.
Organization and Planning
In addition to our marketing elements, our team also created a one-year media plan that included launch dates and measurable key performance indicators. Finally, we included a comprehensive breakdown of how funds within our given budget would be allocated.
Plant Truck Menu created by designer Gabriela Williams
Color Palette Image created by designer Hannah Mayes
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Marketing Budget Expenses created by designer Gabriela Williams
THE TAKEAWAYS
Balancing Project Demands
Since the project involved the handling and organization of a multitude of files across several team members, it served to help me understand the importance of establishing a clear and effective organization method within team dynamics and situations.
Consumer-Focused Design
I noticed how the design and presentation of the brand was being guided by the research and investigations into our target market. To put it simply, the more we understood about our consumers, the better we understood our own Plant Truck brand.
Adapting the Team
During the project, our team had to act quickly to effectively integrate a third member into the team. This instance demonstrated how project management must be flexible to adapt to unforeseen changes.
CLASS
Principles of Marketing
TOOLS
Google Slides
Google Docs
Google Forms
Google Sheets
Adobe Illustrator
Adobe Premiere
ADDITIONAL CREDITS
Marina D Facebook Mockup Base: https://marinad.com.ar/free-facebook-post-mockup-psd-2018/