taproots. | Marketing Plan | 2020 by Business of Art + Design

BOAD 2 5 4 02

MARKE TING PL AN

RINGLING COLLEGE OF ART AND DESIGN MARILYN GARMAN

SOPHIE SCHÖNBACH TEKL A KHANTADZE

taproots.

Marketing plan for taproots. A food truck and brand concept by Sophie Schönbach & Tekla Khantadze.

table of contents. 6

INTRODUCTION. challenge. objectives. research methodology.

RESEARCH OUTCOMES. secondary research. primary research.

THE CONCEPT. our brand. menu and pricing.

12 SWOT. strengths. weaknesses. opportunities. threats.

14 COMPETITOR ANALYSIS. brand positioning.

15 COMMUNICATIONS PLAN. campaign goals. tone and message. target market. financial return on investment.

23 ROUTE. media objectives. the customer’s storyline & elements. press release. social media. media timeline. budget breakdown. media return on investment.

43 CONCLUSION. 44 BIBLIOGRAPHY & LIST OF FIGURES.

introduction. challenge. The ask for this project was to respond to an RFP by an investor prepared to greenlight a food truck concept and retain the agency to further develop it into a bigger enterprise.

objectives. 1. Conduct primary and secondary research assessing the industry environment and deduce insights to inform the brand positioning. 2. Develop a food truck concept and brand identity, aligned with the optimum DMA and chosen target segments. 3. Construct a media plan that maximizes effectiveness and efficiency with the given budget.

research methodology. In order to gain valuable insights into the food truck industry, we conducted three separate methods of research to cover a wider scope and ensure the credibility of our findings. As we are currently in a very unpredictable set of circumstances due to the global pandemic, it is worth noting that the primary research conducted was bound to the constraints of social distancing to prevent the spread of the virus.

Environmental scan using various primary and secondary sources. Secondary research was conducted to discover the optimum DMA and audience for a food truck. General industry trends were analyzed to provide context for the creation of a food truck in the current socio-cultural environment. A wide variety of food trucks within our optimum DMA were explored to gain an accurate understanding of the specific industry climate within our target location. Primary research was conducted to develop a relevant pricing strategy in regards to our location and audience. 3 Industry Professional Interviews with local Florida based food truck owners. A series of relevant questions were sent via email to DMA specific food truck owners, ranging from their most successful marketing campaigns, to their faster-growing demographics. As the interviews were inevitably conducted through email, our responses were concise and to the point, the written medium allowing interviewees to be direct and provide only relevant information. Among the three interviews were HipPOPs, a handcrafted gelato bar, Veza Sur, a Latin American inspired truck, and Spiceboys, a Mediterranean cuisine focused truck. 6 Street Style Interviews with potential food truck customers. As the current situation does not permit face to face interaction, our “street” interviews were conducted remotely. A document with our questions and brand concept was sent to our interview subjects, and videos with their responses were returned back to us. This format of primary research was a first, but rather interesting to explore as it is a direct result of unprecedented events. The interview mainly informed our design choices and supported our chosen food menu.

research outcomes. our insights. From our multiple research methods we were able to deduce three important insights to inform our brand concept and marketing strategies moving forward.

the importance of this factor when it comes to food trucks. Lastly, HipHOPs made it clear that the “handcrafted” aspect of their truck, as well as their “high-quality ingredients” is what makes them a customer favorite. In addition to this, Emily, a 22-year-old from Nashville, stated that a unique menu is one of her favorite aspects of a food truck.

Word of mouth is key. This told us that we needed our marketing to get people talking, sharing, and spreading the word organically, whether that be through digital or physical interactions. This insight is supported through our industry professional interviews, where the owner of HipPOPs handcrafted gelato bar highlighted “word of mouth and social” as the most important form of advertising for their brand. In addition to this, Veza Sur Bar stated that “word of mouth and repeat clientele” were the two factors that made their most successful promotional campaign work well. Ellie, a 20-yearold from Massachusetts, also mentioned in our street interviews that the sense of adventure with people that you like is one of her favorite aspects of the entire food truck experience, highlighting the importance of the social factor. Quality matters. Through our interviews we also discovered that customers value a high quality and are willing to pay higher prices for it. For example, Spiceboys noted that their most popular demographic is “people with a little bit of disposable income” as well as “foodies” and the “health-oriented”, suggesting that the quality of food is valued and will be appreciated even with a higher price level. They also noted that the “quality of ingredients” is a highly important factor when determining the most profitable pricing without sacrificing customer satisfaction. Veza Sur stated that their aim is to “provide a sense of value to the customer without sacrificing quality” further underlining

People want personalization. Our final insight is key - the modern-day consumer wants a hands-on experience that allows for the seamless integration of their own creativity with the food truck’s given options. They want to create, customize, personalize, and become the last step in the process of making the food they are eating. This is especially clear with HipHOPs, who said that their average customer is “someone who loves dessert and having an interactive experience. Being able to make their own treat, a “Masterpiece” if you will.” This shows how integral the customer’s creative experience is to the inherent nature of their food truck. As Kat, a 20-year-old student from Sarasota stated in our street interviews, “being interactive with your customers is important.” Modern concepts should be paired with modern design. From our street interviews it was evident that a clean design would be the most successful for our particular truck concept. As some interviewees pointed out, it extends the new and modern feel, and gives the truck a professional and sophisticated look as well.

the concept. our brand. Taproots. is an all-vegan, all-natural, health-based food truck providing bold flavor combination possibilities that takes into account the backstory behind the cultivation of its ingredients. Our vision statement employs wise words from the Dalai Lama “The roots of all goodness lie in the soil of appreciation for goodness.” We want to bring you all the earth has to offer in one basket combining risky flavors and simple ingredients. Our brand values are simple, honest, sustainable, home-made, healthy, in touch with yourself and mother earth, barefoot, natural, clean, healing, and sophisticated. Our tone follows through with these values, and is genuine, raw, intellectual, down-to-earth, bare, and honest. We want to express the authenticity of our goals and brand values through everything that we put out. While staying trendy enough to be trustworthy in this modern online society, we will also ensure to not stray too far into the land of viral internet culture and stay true to our simple, yet educational brand. Our message is that organic, raw, unprocessed, and honest food helps bring back our attention to the complex simplicity of the earth and its fruits, which we often forget to appreciate. Enjoying moments like this with a group of likeminded people helps to cultivate a nurturing community that fosters creative development and deeprooted connections - something that can be an incredible support system in anyone’s life. Our logo is clean, calm, safe, yet intriguing. It opens up the idea of creation and combination through its visual language and symbolism, aligning with the spirit of our truck menu as well. Our truck is as raw and stripped down as possible. The all-around metal exterior creates the feeling of an old-fashioned truck, while the clean design brings back the modern experimental aspect. Our

truck uses posters and magnets to allow for customization of the information displayed, which brings back the element of creativity and individuality once again. The outside of the truck also features a variety of individual ingredient highlights providing customers with information about the food they are eating. Some of the exotic ingredients we use might not be familiar to everyone, and reading an interesting blurb about them is a nice way to spice up the waiting time.

menu & pricing. Taproots. aimed at the higher end of the pricing scale, but made sure to stay authentic and honest to align with our brand values. This resulted in the following prices: $14 for a standard basket, with an addition of $1 for an extra root, $8 for a snack plate, $7 for Kombucha, $5 for Iced Tea, and $4 for water.

root vegetables such as yuka, beetroot, or rutabaga. Next, add a sauce of choice, and continue layering the rest of the sections to add flavor and exotic tastes to your unique basket.

Let’s take a look at what exactly we mean with each of these menu items. The first menu shown here contains our Original Baskets, which are creatively constructed by our chefs, the Snacks, including Root Chips & Dip as well as Sweet Potato Fries, and the Drinks. For drinks, we ensure to maintain our health focus by offering a variety of home-brewed Kombuchas and Iced Teas, as well as sparkling and still water. In our second menu creativity really starts to take root. Here, you can layer your own basket by choosing an ingredient from each layer of the plant. First, select a grain from the soil layer, this includes options such as quinoa, buckwheat, and couscous. Next, choose the star of your dish with our choices of

swot. The following analysis explores the truck’s strengths and weaknesses internal to our brand based on controllable aspects which are then balanced with the opportunities that the current market provides as well as aspects that potentially endanger the brand’s existence and development.

strengths. The truck’s menu is versatile. All major diets and tastes can be met. Without making it one of its goals, the menu is 100% vegan, therefore dairy- and meat-free and offers multiple glutenfree and allergy-free options in addition. Dishes are very flexible and can be customized with a minimum of six different choices. If the options are too overwhelming or unknown, pre-made combinations can help first-time customers stay comfortable. Food items are healthy and low in calories. Half of the individuals that choose healthier food options state the attempt to lose weight as the main reason that supports their choice (“Healthy Dining Trends, US, March 2020”). This reason is a rather personal matter and barely publicly discussed. Taproots. is a truck that offers through and through healthy options without trying. Its subtlety suggests other reasons and allows the customer to comfortably make their choice without screaming weight-loss. Taproots. as a concept is simple and individual. It can be understood by all members of society while managing to let the customer stand out and be unique. It fits the current trend to style businesses through a green lens and gives back to exploited communities. As globalization increases, so does traveling and the excitement generated around it. The truck experience allows the customer to get a taste of that upper-class lifestyle, trying to become a world traveler. Its design is quick and flexible. Not only are posters and information rapidly exchangeable on the outside of the truck to adapt to new information and diversification, but seating arrangements can be quickly installed. Pallet sofas and crate tables are not just modern but can adapt to various

environments, allowing taproots. to increase customer comfort wherever we are. As the truck has a cause, it has a history. Its set goals aim to better communities and the people that live in it. These aspects do not have to be improvised for the purpose of marketing and ensure the truck’s authenticity and honesty. Individuals are drawn to listen and pay immediate attention.

weaknesses. Veganism carries its stereotypes. Even though its dietary benefits are not openly announced, the truck’s association with this food trend can work against it. Taproots. meals are not classical comfort food. While its risky nature is enticing, it can scare a customer away. The truck’s design is simple, clean, and sleek. While it is highly on-brand, its volume is not as loud and attention-generating as a colorful jungle design, as an example. Other than standing by itself, it has the possibility to be overlooked in the bold design world of other food trucks.

opportunities. During a global pandemic, such as COVID-19, the truck has the ability to flexibly serve food in various places, matching the governmental rules put in place to protect communities. Its characteristics allow food to be served in isolation complying with licensing obligations. Seasons can determine produce’s accessibility throughout the year. As the truck follows a

minimalist mindset, items can be easily replaced and further increase the truck’s green foot. Its vegan menu has a low carbon footprint. It, therefore, walks towards future legal stipulations that aim to increase a business’ emission. Big cities, such as Miami, that already struggle with air pollution, are soon to be more limiting towards the operational standards of companies in the city. As the truck does not serve culturally-specific food, it’s values and overall concept is internationally translatable. The reasons that ensure its success on US American soil are just as effective in South America or Europe, mentioning examples. One of the truck’s big focuses is the interactive arts. This interest is not based on a trend and has the ability to grow over the years. There will always be a nurturing creativity in every community that the brand can collaborate with. One of the truck’s foundational principles is collaboration. This can be seen in our main marketing campaigns as they focus on co-branding. As the collaborative aspects are part of taproots. first impression, it sets a potential restaurant chain up for even bigger success. The brand is approachable and inviting, writing the ground rules for big future hand-in-hand collaborations. We all know that if you want to go far, you have to go together. The menu’s flexibility allows for seasonal specialties to accommodate not just a changing climate but beloved holidays as well as special demographics such as kids. Themed menus provide variety and additional fun, making this truck even more adaptable to its environment. As the truck is balanced on the peculiar equation of simple, and affordable ingredients and a magical outcome, it is set up for business to business marketing and

selling. Organizations such as kindergartens or schools that feed off healthy but affordable meals, portray the perfect partner for future B2B business opportunities. The truck’s specification allows for a smooth vertical integration. The brand can use its expertise to take over the supply chain and farm the produce itself. An additional taproots. branch can focus on supplying retailers such as Whole Foods with special ingredients. Farms connected to future restaurants can provide a unique customer experience. Visiting kids can pet goats and llamas and adults gain even further insights into the sourcing and production of the food they are ingesting. As the truck offers home-brewed teas that center around new flavor combinations, it provides the opportunity to turn into another taproots. branch selling beverages that expand the market. As taproots. brings risky flavor explosions to the customer, new recipes are paired with the demand allowing for taproots.’ own cookbook. This is part of the brand’s journey that focuses on popularizing outsider produce and turning taproots.’ dishes mainstream.

threats. Its extraordinary ingredients can have seasonally blocked imports. Governmental measurements such as tariffs can make certain ingredients inaccessible. Wynwood events in regards to urbanization often exclude food trucks via policy and turn the food truck competition into an unfair game. Cultural appropriation can be misinterpreted by some into our truck, turning the conversation into a sensitive and uncontrollable narrative.

competitor analysis. Taroots. is a food truck operating in Southern Florida. Most of its time, it operates around various festivals and events in Wynwood and Downtown Miami. Overall, an estimated 200 trucks are currently circling through that geographical vicinity (Doss). This informs us that food trucks are a well-established trend in Miami and a proven concept. Customers are generally familiar with the phenomena and welcome it with open arms. However, this high concentration means high competition. Event participations and features as well as collaborations with facilities such as hotels need to be fought for. The scene is no niche market that taproots. can exploit. What is a niche market though is the food and experience that the brand has to offer. It is a refreshing and forward-thinking truck that carries customers out of the overly saturated life they have been experiencing. Its approach changes the conversation about food and how such a resource is approached in general. Therefore, taproots. feeds a niche of a well-established market segment and stands out between comfort food such as burgers and pizza, and culturally determined food such as Vietnamese egg rolls and tacos. Analyzing the truck’s future media presence, it is important to note the company called “Taproot Kitchen”, which can be found within the first few google results (Taproot - Catering with a Unique Approach and Unique Ingredients). This is a venture that focuses on B2B, located in Pennsylvania, and stands out as it employs adults with autism and intellectual disabilities. Due to its individual characteristics it does not portray a competition in any way. In conclusion we can say that taproots. as a concept is unique and has ever been done before.

brand positioning. Our brand is positioned to fit within the existing food truck market of Miami, while also standing out enough to combat the downside of a wellsaturated industry. Considering that food trucks are a tried and true trend in our DMA, it is vital to bring in a new concept that excites the market once again about a previously established movement. Having said this, taproots. is positioned within the popular niche of international cuisine within Wynwood, however, differentiates itself with the blend of its multiple inspiring cultures, rather than the traditional foreign-inspired cuisines offered, such as Latin American. In addition to this, taproots. is heavily health-oriented as that is a fast-growing trend currently, and has a huge and incredibly dedicated market.

communication plan. campaign goals.

influencers within the cooking category that stand for similar values as we do, with the agreement of content created around the contents of the box. The wide reach of such a campaign will create an intense social buzz captivating viewers by our brand.

Educate. The first focal point of our campaign is to spread information educating our audience and elevating their understanding of topics such as food, culture, art, and the earth. Every piece of media and content released will have an intellectual backbone built on developing the viewer’s skillset or global knowledge. The main campaign aligning with this goal is the partnership with National Geographic culminating in the Route to Roots photo series. Each one of our six roots will have a photo series and story attached to it which will be released on both the National Geographic website as well as the print issues. They will also be featured on our website and social media platforms. This personal interaction with farming communities around the world allows the audience to learn something new about the origins and journey of the simple foods they eat on a daily basis. Captivate. The next focal point is to create a deep desire to get involved with our brand. The ways in which we interact with the community will use all of the modern-day advantages of social media virality to showcase what our brand stands for and entice our audiences to participate.

Stimulate. Our final focal point is to nurture a cultural catalyst that lives to not only become a place to fuel your body, but to fuel your soul as well. Our truck will cater to humans’ inherent desire for socialization with arts and culture events that bring communities together to enjoy each other’s company in a simple, stripped-down way. The main campaign aligning with this goal is the public art-making collaboration with Bryce McCloud of Isle of Printing. The collaboration will feature art-making stations armed with rubber stamps of geometric shapes that will allow participants to create abstract artworks of any of the ingredients featured in our truck. The artist will then turn in their original artwork for a premade print of an ingredient made by in-house individuals such as the food truck owner or chef. This collaborative give and take public art event will encourage the development of a bustling group of people stimulating local arts and culture through our food truck.

The main campaign aligning with this goal is the collaboration with Misfits Market on a special themed box around root vegetables called The Maverick. This box will contain a variety of vegetables and fruits including all of the roots we feature in our menu in a way that aligns with Misfits’ brand as well. It will be sent out to

tone & message. tone. The overall tone of our campaign is genuine, raw, intellectual, down-to-earth, bare, and honest. We want to express the authenticity of our goals and brand values through everything that we put out. The language used will be consistent in its verbiage catering to an audience of people who enjoy reading, learning, and discovering new things. While staying trendy enough to be trustworthy in this modern online society, we will also ensure to not stray too far into the land of viral internet culture and stay true to our simple and educational brand strategy. We will not treat our audience as if they need all the bells and whistles to listen to our message, but rather our information itself will do that for us, also attracting our exact target audience of educated professionals that enjoy the intake of such information. We say what we are and we are what we say, no more, no less.

message. Our message to the world is that we all need to step away from the highly decorated and processed lives that we often are forced to lead in this modern-day and age, and take a moment to enjoy things at their base level. Organic, raw, unprocessed, and honest food helps to bring back our attention to the complex simplicity of the earth and its fruits, which we often forget to appreciate. Enjoying moments like this with a group of likeminded people helps to cultivate that nurturing community that fosters creative development and deep-rooted connections, something that can be an incredible support system in anyone’s life. We want to communicate this universally applicable idea through our brand identity and subsequent campaigns.

target persona 1. the alternative aesthete. 21 - 38 years old pursuing an undergraduate or graduate degree within the art world. They have an eye for good design and take pride in engaging with brands that they find aesthetically pleasing. The Aesthete is a snob, but they are slowly changing their ways as they notice the world change around them towards this direction too. They like taking risks with just about anything, and have the money to do it too. ESRI LifeMode 3C: Trendsetters. Households: 1,319,400 Average Household Size: 2.12 Median Age: 36.3 Median Household Income: $63,100 Average Household Budget Index for Food: 112 Wealth Index: 71 Socioeconomic Status: 125 (Esri Demographics.). Demographic Traits. Live life to its fullest potential, spending disposable income on entertainment and city living. Dressed to impress with trendy and up to date fashion choices. Spend weeknights and weekends discovering local art and culture or dining out. Often take spontaneous vacations, documented on their Facebook pages. Well paid and have little financial responsibility, more spenders than savers. Socially and environmentally conscious, willing to pay more for products that support their causes. They are attentive to good health and nutrition. Use the Internet to keep up with the latest styles and trends and shop around for good deals. Up-to-date on technology, they explore and exploit all the features of their smartphones (Esri Demographics.).

Cindy Caulfield, 34 Currently pursuing a Master of Arts degree in Design and Media Management from Miami International University of Art and Design. She lives in a rented apartment with her close friend in downtown Miami. She enjoys visiting her local coffee shop nearby on her way to classes as she doesn’t mind spending the extra money for good service. Cindy loves art festivals and gallery openings, often exhibiting her own artwork at shows. She is fully immersed in the art scene of Miami, and is excited to network at any worthwhile event that goes on. A balanced diet is important to her, so she shops at premium grocery stores.

target persona 2. the willing wealthy. 40 - 56 years old living in the suburbs, maintaining an active lifestyle, engaging with the local community. They have a large amount of disposable income, and they spend it to support the arts and culture bubbling in their vicinity. They love to participate in cultural events, and often spend a lot of money on fine art, good food, and once in a lifetime experiences. ESRI LifeMode 1D: Savvy Suburbanites. Households: 3,664,200 Average Household Size: 2.85 Median Age: 45.1 Median Household Income: $108,700 Average Household Budget Index for Food: 152 Wealth Index: 200 Socioeconomic Status Index: 168 (Esri Demographics.). Demographic Traits. Well educated, well-read, and well-capitalized. Enjoy good food and wine, plus the amenities of the city’s cultural events. Well-connected consumers that appreciate technology and make liberal use of it for everything from shopping and banking to staying current and communicating. Informed shoppers that do their research prior to purchasing and focus on quality. Gardening and home remodeling are priorities. Foodies: They like to cook and prefer natural or organic products. Physically fit, residents actively pursue a number of sports, from skiing to golf, and invest heavily in sports gear and exercise equipment (Esri Demographics.).

Michael Babbin, 50 Financial Manager for Carnival Cruise Lines Miami Michael owns his single-family home where he lives with his husband. His college student son visits for the holidays, but mostly they are on their own. His favorite sport is golfing, and he invests heavily in his sporting equipment, often organizing golfing outings with his close-knit circle. Michael’s husband loves to cook, so he is always on the lookout for interesting recipes for him as he likes to encourage his hobbies as well. A big spender on fine arts, he often goes to art shows to buy.

target persona 3. the hip homemakers. 30 - 45-year-old young families. They mostly stick to their established routines, but when they do try new things, it’s always the most hip new trends. They want the best for their family, but still leave enough room for themselves to have fun on their own. Their urge to explore and have adventures lingers from the years before they started a family, and they still engage in such activities. ESRI LifeMode 2A: Urban Chic. Households: 1,635,200 Average Household Size: 2.39 Median Age: 38.2 Median Household Income: $109,400 Average Household Budget Index for Food: 176 Wealth Index: 192 Socioeconomic Status: 170 (Esri Demographics.). Demographic Traits. Professionals that live a sophisticated, exclusive lifestyle. Busy, well-connected, and well-educated consumers. Avid book readers of both digital and audio formats. Environmentally active and aware, residents actively recycle and maintain a “green” lifestyle. Well educated, more than 65% of residents hold a bachelor’s degree or higher. Found in the suburban periphery of large metropolitan areas on the California coast and the East Coast. Shop at Trader Joe’s, Costco, or Whole Foods. Eat organic foods. Embrace city life by visiting museums, art galleries, and movie theaters for a night out. In their downtime they enjoy activities such as skiing, yoga, hiking, and tennis (Esri Demographics.).

Alex and Kate Maloney, 38 and 40 Architect and Interior Designer based in Miami. Alex and Kate own their single-family home near downtown Miami, where they commute to work. They often work on the same projects together and live a very interconnected life. They have two kids, 1 and 5 years old, who they often leave for the babysitter to take care of. However, due to this, they spend a lot of quality time with their kids when they are not working, making the most of it. Because of this, they enjoy family-friendly events around the city that they can take the kids with them to.

return on investment. financial. This section discusses the return on investment (ROI) of the food truck taproots.. In itself, it is a financial measurement targeting profitability. In simple words, it compares the gain of the investment relative to its cost and is a rough estimate letting us know what to expect. To increase its usage, we are additionally providing timeframes as context. As it is an estimation on the future performance, here are the assumptions that these calculations are based on: (1) Monthly operating expenses include commissary ($1000), gasoline ($600) to run the truck as well as cook, internet ($35), food handling permits, and registrations ($400) as well as insurance and maintenance of the truck ($500)(Elkins). This adds up to a total monthly operating cost of $2 535. (2) Varying costs per month include event tickets, parking tickets, and emergencies that can be estimated to about $1000 per month. (3) Product inventories that include paper towels, reusable cutlery, hairnets, gloves and many more can be estimated to about $200 per month (Elkins). (4) To provide four customers with an average taproots. purchase of $19 ($14 basket + $5 iced tea), the ingredients add up to $10.41 in total and consist of rice ($0.71/1pound), yucca ($1.72/2pounds), turmeric ($0.19/10gram), chia seeds ($0.85/ 0.5 pounds), pomegranate ($3/ 8 ounces of seeds), organic watercress ($1.76), oils + herbs + spices ($0.5), organic lemons ($0.91/0.5 pounds), and organic ginger ($0.77/100grams) (foodcoop; Conway; Daily; “Chia Seeds Price”) . This is an average meal as it includes lowerpriced items such as rice as well as higher-priced

items such as pomegranate and turmeric. The overall fairly low ingredients costs are deriving from the fact that the menu is vegan and consists mainly of healthy produce and grains. (5) The truck can serve a maximum of 20 customers per hour when assuming that one meal preparation takes 3 minutes. As all layers of the basket can be precooked, this serving time is realistic. On the day of an event, on average the food truck operates for 8 hours in total, for example from 12 pm noon to 8 pm in the evening. In total, taproots. has three highly busy and maximum capacity days per week. This assumption balances out weeks in which taproots. engages in five less busy days a week, as an example. In total, taproots. serves 1920 (20 x 8 x 3 x 4) monthly customers. For this estimation, we are acting on the assumption of 2000 monthly customers. These five assumptions allow us to accurately estimate taproots. future performance in three different time frames. 1 ROI Month 4 determines the return on investment during the first four months in which $50 000 is invested into the trucks set up and marketing and the truck is running for three days during Art Basel and one month in total. 2 ROI Month 12 determines the return on investment during months 4 - 12 in which an additional $50 000 is invested in marketing and the truck is up and running for 8 months. 3 ROI Month 28 determines the return on investment during months 12 - 28 in which the truck is up and running for 16 more months.

Figure 1: Return on Investment in % with checkpoints at 4, 12, and 28 months

As stated above, ROI is a metric indicating the estimated financial performance of a business. As the first four months focus on marketing and setting up taproots. as a well-known food truck in the Miami community, the numbers are expectedly red. The truck loses 35% of its initial investment. To continue the marketing, we are suggesting an additional investment of $50 000 for the following 8 months and a further investment of $50 000 for the ensuing 16 months. That means that the investment stays the same whereas the time it covers doubles every time. Under this assumption the calculations show that after only nine months of the truck operating, it gains 89% of its initial investment and the numbers are not just in the black, but delightfully high. This means that a year into the overall project, the truck not just equals out the initial investment, but also has a profit of almost the same value. The last ROI shows that after only 2 years of operating as a truck, taproots. generates 1.5 times its investment. It is important to note that these numbers are not isolated. This means that they include every single investment ever made and already account for the initial loss of the first 4 months. However, ultimately it is to keep in mind, that these estimations run on the assumption that the truck is constantly operating, at its maximum performance, and without any disruptions or breaks. It is to say that even if its long-term performance falls lower than expected, the return on the investment is still exceptionally positive.

route. media objectives. It is to note that the media objectives follow directly the campaign goals in regards to the targeted customer segment. Taproots.’ media performance can be additionally specified in the following three objectives. 1. Educate our peers and customers through digestible and entertaining facts, findings, histories, and opinions as we view our place in the world as a give and take. 2. Entertain viewers with sophisticated content and ambiguous, challenging, and thoughtprovoking ideas in order to engage in an intellectual dialogue. 3. Inspire communities by sharing insights and perspectives of foreign cultures to fight discrimination and better our understanding of others.

the customer’s storyline. This segment features a detailed description of the marketing experience for our potential customer J. Our story, which follows a plant’s development from the seed to its fruition, highlights in what ways our strategy transforms any by-stander to a loyal member and advocate for the brand. It is shared from J’s perspective and completed with so-called elements. These elements are in-depth descriptions of our numerous collaborations and individuals campaigns and how such support the story that every customer is a part of.

SEEDS. J is drowning in the fast-paced digital environment characteristic of a busy life in the city. The impersonal interactions and withered consumption patterns that they are used to are getting unbearable, and they are becoming an empty shell of what could be. Currently, the only solution that balances their highly active lifestyle consists of processed foods that have been sucked dry of their natural nutrient bearing properties. They decide it is time to open up their senses, beginning their search for something new. Elements. National Geographic Photography Collaboration in the style of NatGeo’s out of Eden (Salopek): taproots. partners with National Geographic over the course of three and half months in order to create a journalistic endeavor combined with documentary photography exploring the original places of cultivation of taproots.’ six primary root ingredients. Articles including photographs, an interview from a local farmer, and a personal journal entry from the traveling Nat Geo employee are published once every two weeks on Nat Geo’s as well as taproots.’ website. The journalist is accompanied by a taproots. ambassador to ensure its effects on brand awareness. Releases are supported on social media, both Nat Geo and taproots. Instagram accounts with graphic and informational posts/stories offering sneak peeks. Additionally, one special edition magazine is launched by Nat Geo. $1 per sold magazine is donated to the root communities. Launching of taproots.’ website and social media accounts (IG, FB, Twitter). Create buzz via celebrity shout outs and reposts/retweets. This includes sponsored posts by taproots. on all social media platforms.

Local Miami Food, Arts, and Culture Magazines feature Raising Awareness/Story on taproots. : Magazines include Sensi Magazine, Miami Curated, Miami Herald, and Artburst Miami. Interviews in such local magazines outline our brand identity and mission, including information about our launch dates as well as the Nat Geo campaign. SWELLING. Not only is J unfulfilled with the current food options available to them, but they have also realized that they are being held back from doing more to give back to their community by a lack of awareness and availability of such opportunities. J also feels this disconnect from the local community manifesting itself as a hunger for more meaningful activities to engage with their friends in, and possibly get to know new people with as well. They often take part in local arts and culture festivals but want to discover a deeper connection towards what the Earth has to offer on a more fundamental level, stepping away from the sometimes overwhelming hum of a modern society. Not only are they itching for exciting food, but also for a catalyst for meaningful social interaction. Elements. Misfits Market Collaboration Themed Boxes Called The Maverick: Misfits Market is an organic produce subscription service that currently offers The Mischief and The Madness as two types of subscription boxes (“Ugly and Imperfect Produce, Delivered to your Door”). The Maverick is a fitted feature box offered to all customers and is filled with different types of roots as its main ingredients. Other than the usual boxes, it includes taproots. recipes allowing customers to explore and experiment with roots. The box is sent to culinary influencers that focus on unconventional cooking and food. An example is @deadhungry, who is currently featured on Dazed, and Solha ElWaylly from the BA Test Kitchen. Food bloggers are included in this PR package, as the demographic for their recipe posts is unique.

Interactive Street Poster Campaign: Every featured root has its own on-brand poster. Six versions exist per root and are randomly placed around Wynwood/Downtown Miami. Each poster has a unique QR code which, when scanned with a mobile device, opens the taproots. App with its unique “challenge” feature. The goal is to find as many posters per category as possible. If an individual fulfills the challenge, they have the chance to receive a Misfits Market The Maverick example box and a Nat Geo on-brand sweater as well as an IG shoutout. Social Media Quiz Campaign: To build social media engagement, a Buzzfeed quiz is released as well as an Instagram filter that goes along with it, telling the quiz-taker what type of root they are. Over-the-head quizzes appear on an individual’s stories that follow the Ig account that created it. In this case that would be Buzzfeed as well as taproots. . These interactive filters allow individuals to share even more facts about themselves and are currently a no-cost trend (Olafson). FebRootary Illustration Challenge: Release an Inktober-Esque art challenge on social media with a specific theme each day. This wellestablished trend allows individuals to draw, sketch and illustrate a provided on-theme term every day for a month. This challenge has a unique hashtag tied to it, and each day of the month, the taproots. Instagram will feature one artist submission. Taproots. Podcast: the truck publishes its own edition of six on-theme podcasts to download on iTunes, Spotify, and our website. Every episode features an invited guest speaker and addresses various issues regarding the culinary arts, health as well as climate change and community growth. BREAKING THROUGH. The taproots. food truck begins to pop up all around J’s physical and digital environment,

and it is exactly what they had envisioned without even knowing it. The idea of a food truck that allows for the customization of a unique flavor experience, all with ethically sourced and sustainable ingredients sounds incredibly intriguing to them. J is paying attention and listening to what this brand has to say, while the desire to get involved has taken root and is starting to grow. However, there are some uncertainties and they want to find out more information, which, through Taproots.’ own efforts, comes easily toward their direction. Elements. National Geographic Feature Photography Exhibition Opening called Route to Roots: It shows the finished storyline of the Nat Geo collaboration at the Center for Visual Communication during Art Basel Miami Beach. The reception is accompanied by the taproots. premiere which includes the grand opening of the food truck with its full menu. There are opportunities for interaction, both physical and digital, all around the food truck’s vicinity. As this is at one of the largest arts and culture festivals in the world, a public art activity will be available for participation in connection with the food truck. Taproots. will informally collaborate with Noveltea, selling alcoholic- infused teas to incentivize customers to stay within the area as everything they need is provided. The food trucks will be positioned in such a way that the area in between them can be used to provide seating and hangouts for the crowds, further encouraging them to stay. The second day of Art Basel includes a public art station featuring Bryce McCloud from Isle of Printing. There will be 6 premade prints available of each of our featured roots that participants can exchange for an artwork that they make at one of the “vegetable-stamp” stations. There will be 12 artworks chosen from that day and later made into a calendar for future sale on our website and during future events. Social Media Coverage: As the event occurs, stories and posts will be made in real-time to showcase the interesting happenings to people

who can not directly partake. At the end of the event on the third day, there will be a ceremony crowning the customer’s favorite root. It is an informal show that will end with a themed song fitting the chosen root and the audience will be encouraged to dance. GROWTH. The first time J saw taproots. they stuck to the Original baskets. They had never heard of some of these ingredients before. Later on as they saw the truck at another festival, they had looked up what it all was about and now they were ready to fully commit. They told all their friends about these amazing combinations and flavors unknown to mankind. They got excited about what the truck stands for and started seeking more information on different cultures and ways to care about communities and the earth they live on. As they participated in installations and workshops organized by the truck, it almost became like a friend that always knew how to do things properly and thought through. Elements. Educate the Community: A long term marketing goal is to consistently be an active member of the community and get involved in any possible educational interviews, documentaries, photo series, or art exhibitions locally. A possible target for this is to be interviewed as experts in the food industry in a Netflix series such as Rotten. Taproots. constantly seeks to better the world by participating in annual festivals and other events around Southern Florida. FRUIT. J was convinced that others needed to know about the same approach that broke their cycle. They shared all they learned, the feeling that it is ok to be in the dark and that risk-taking is a big part of walking far. They also shared that simple and truly healthy food is everywhere when you expand your

view and see all the earth has to offer. If we can search the globe for earth’s most wonderful places, why not look for the most magnificent ingredients. Elements. Membership/Rewards Card System: A card is given out to customers for free where they can get a free item from the menu each time you buy from the truck 10 times. This cultivates a loyal customer base that supports the brand long term. Achievements are constantly published on taproots.’ website which also adapts to eventcontent and marketing videos. These are then published on IGTV and Taproots. website in a timely manner.

taproots. For Immediate Release 02/20/21 05:37 AM

Sophie Schönbach & Tekla Khantadze taproots. taproots@gmail.com

taproots. Food Truck Grand Opening at Art Basel Miami Beach 2021 Try New Bold and Healthy Flavors from taproots. at Art Basel Miami Beach in March Miami, FL - Taproots. food truck will have its grand opening at Art Basel Miami Beach on March 17-20, featuring personalized healthy vegan food based on bold and risky flavors. taproots. will be parked outside of the National Geographic Route to Roots photography exhibition at the Center for Visual Communication on 541 NW 27th Street each day. Come to taproots. for an unforgettable flavor experience of your own creation, as well as an artful and educational journey from the birthplace of our simple ingredients to your palate. Layer your basket with our exotic choices of ingredients, or choose one of our originals, and enjoy an enriched experience with like-minded individuals at the cultural melting pot that is Art Basel. As you enjoy your exciting creation, meander into the National Geographic gallery behind us to see personal recounts of the very places from which the food you are currently eating comes from. Follow the grounding journey from northeastern India, over the Middle East into northern Europe, western Africa, and through Mexico into Peru. Our owner joined the photographer to learn exactly where and how our six main ingredients are cultivated. Give back to those communities by purchasing a photobook containing all of the images from the collection, as well as interviews and stories from the farmers that build their livelihoods harvesting these simple yet rejuvenating ingredients. On March 18th, make sure to stop by to take part in a public art experience brought to you by taproots. in partnership with Bryce McCloud from Isle of Printing. This Nashville based printmaking genius will guide you through the process of making an original print using a set of simple geometric stamps. Create your own abstract print of any of our ingredients for a premade letterpress print as well as the chance to be featured in our limited edition Root Calendar. Join us on the last day of the festival to witness the crowning of our Root of the Year, chosen by our wonderful patrons as the customer favorite root vegetable. About taproots. - taproots. is an all-vegan, all-natural, health-based food truck providing bold and risky flavor combination possibilities. Join our vibrant community in the catalyst of arts and culture at Art Basel for an honest experience of food that takes into account the backstory behind the cultivation of its ingredients. Learn, create, blossom, and give back to communities in need at taproots. ###

social media. Taproots. actively engages with the community on four separate but highly interlinked social media platforms. Besides taproots.’ website as well as its app which are accessible via a smart device, taproots. main focus lies on Instagram. To ensure the brand’s authenticity, all platforms link to the website as a social media presence’ backbone.

@yesjulz 618k Miami entrepreneur and SnapChat star.

Instagram. The truck’s own Instagram account alternates weekly with educational and cooking-related content. Posts feature recipes and kitchen tips, fun and digestible trivia, as well as the truck’s DIY production development. Stories are posted weekly hosted by the food truck owners and operators. IG additionally posts event-related content and is used as an “announcement board” to reposts NatGeo’s photojournalism progress. Its overall style and tone is kind and informative. Taproots.’ IG presence is boosted via influencers that advocate as well as recommend the brand and explain its place in the world. The most profitable investment is to collaborate with microinfluencers, individuals that have less than 30 000 followers (Pusztai). These accounts provide the most loyal and engaging following leading to the highest yield. Overall, taproots. engages in two big (more than 500 000 following), five medium (under 500 000 following), and twenty microinfluencer. Collaborations are based on monetary incentives as well as PR boxes featuring NatGeo content and coupons. Influencers are based on the themes and types of content they generate as well as their location. As taproots. is not yet a national or international restaurant chain, Miami locals are the brand’s most attractive influencers. This directly feeds into our first research insight, feeding the word of mouth. The following is a selection of chosen influencers:

@karolinakurkova 789k She is a model, mom and entrepreneur.

@arbenitalsmajli 494k Model from Miami.

@miami_foodporn 152k The name says it all.

@jiordyn 321k All about her life in Miami.

@imnotsorrydarling 123k Digital creator/fashion blogger in Miami.

Facebook.

Podcasts.

Taproots. Facebook page is a reliable calendar for all featured events and the platform that most effectively covers the older end of our target demographics. 72% of online seniors aged 50 and above use facebook frequently to not just connect with acquaintances but also to stay informed and entertained (“Facebook by the Numbers: Stats, Demographics & Fun Facts”). Facebook and Instagram are linked. This means that every post on Instagram is mentioned on Facebook as an IG post. Thus, content does not have to be posted twice and additionally does not overload the audience. The following is an example post of taproots.’ Facebook page. The tone and message falls into the overall brand vision and language.

As one of the elements in our customer storyline, it targets the chosen demographics. Six podcasts in total are published weekly on Spotify, iTunes, and taproots.’ website for a free download. These episodes are featured on all platforms mentioned above and hence, effortlessly introduce the fastest growing music streaming services into taproots. social media presence. (Watson)

Twitter. This platform’s main purpose is to present a united social media front. As twitter belongs to the mix, it is essential to share the posts from taproots.’ main platforms and re-tweet statements of individuals that the brand associates itself with. This side tool is used to help control the public narrative and be flexible with its content. Youtube. As taproots. sells food, it is important to show a presence on this platform as food is the fastestgrowing category on it (Food Channels). It allows viewers to get into detail about our recipes and gain insider tips for their kitchen. YouTube allows anyone that seeks it to find entertainment and detailed journeys quickly. Taproots. reaches the community through the Misfits Market collaboration influencers it sponsors. Unboxing videos with influences such as tasty, Binging with Babish, or You Suck at Cooking have the largest audience reach and are effective as its following share a very specific interest that unites. This covers all the experts and “nerds” of the food industry and generates buzz in the individual’s lives that care about food more than the average citizen. The following is an example video shot with one of our chosen influencers.

return on investment. marketing. Calculations. The following calculations use every single media outlet and marketing campaign that we have put in place. The final number is an estimation for the potential reach that all of our individual marketing campaigns can accumulate, and should be taken as such. Some numbers are multiplied by a percentage in order to mitigate the possible inflation of this estimated number and ensure as accurate a prediction as possible. For example, under the social category, the large influencers have been reduced to 40% of their initial reach, while the micro-influencers have been expanded to 60%, as engagement is higher for smaller accounts rather than larger ones. This phenomenon has been taken into consideration throughout the calculations and is reflected in the total impressions as well. Website: Traffic for Google searches including relevant verbiage: 2,400 through keyword search Social: Large Influencer: 700,000 (average for 2) 700,000 * 2 = 1,400,000 1,400,000 * 0.4 = 560,000 Medium Influencer: 250,000 (average for 5) 250,000 * 5 = 1,250,000 1,250,000 * 0.5 = 625,000 Micro Influencer: 65,000 (average for 20) 65,000 * 20 = 1,300,000 1,300,000 * 0.6 = 780,000 FebRootary Illustration Challenge: 17,900,000 posts for Inktober (similar concept) taking fraction (* 0.04) = 790,000 AR Filter & Buzzfeed Quiz: 700,000 (average of 3 trending Buzzfeed quizzes) 100,000 AR Filter Podcast: 10,000 (top 10%)

In Print: Sensi Magazine: Readers: 30,000 Digital Impressions: 4,000,000 * 0.6 = 2,400,000 Miami Curated: Website reach: 1,200 Miami Herald: Reach: 733,900 Artburst Miami: Website Reach: 54 Poster Campaign around Wynwood: Foot traffic: 410,000 per month (* 2 = 820,000 as posters will be up for two months) National Geographic Collaboration: Website traffic: 15,000,000 * 0.3 = 4,500,000 Print subscribers: 3,500,000 Instagram Reach: 500,000 average per post Misfits Market Collaboration: Website Traffic: 104,000 Social Following: 180,000 Collaboration YouTubers: Tasty: 200,000 average views Binging with Babish: 2,000,000 average views Bon Appetit: 3,000,000 average views Epicurious: 1,000,000 average views You Suck At Cooking: 1,500,000 average views Sum of all average views = 7,700,000 Art Basel Event: Visitors: 81,000 Isle of Printing Following: 7,208 Total Impressions: 24,124,762 (Golder), (Martinez), (40 Powerful Podcast Statistics To Tune Into - 2020 Edition.), (Advertising in Sensi Magazine: Sensi Media Group.), (Bladholm), (Audience - Miami Herald Media Company.), (How Will Miami’s Arts Community Survive? Groups Answer Call for Help.), (Gould), (Prosser), (Art Basel.)

Figure 2: Pie chart showing ratio between each campaign category.

Figure 3: Breakdown of Media Timeline

Figure 4: Budget

conclusion.

To offer a conclusive summary of the taproots. marketing plan, not only does it ensure the short-run success of the food truck, but also the opportunity of a brick and mortar style restaurant chain with the potential to be adopted internationally in the long term. The expected success does not just lay in the thoughtfully established and profitable equation between simple, vegan produce and a highly desired and precious outcome, but the fact that taproots. is way more than just a food truck. It is a brand that leads by example, showing the community ways to better the planet we all walk on. Its energy inspires to celebrate nature and the pureness of ingredients that its soil fosters. We do not try to be anything we are not. It all comes from the food we offer, food for the soul with food from the soil.

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