Gotta Gogo

Meals

Jainie Winter, Kyle Wilson, Katherine Lavelle. Laura

Zitko

Contents
Introduction

Research

Key Findings

Publics

Goal, Objectives, & Key Messages

Strategy & Tactics

Timeline & Budget

Evaluation

Appendices

9-13

Introduction
Gotta Gogo Meals is a regional food truck serving breakfast and lunch foods at a low
cost. Recently, Gotta Gogo Meals has joined with Miami University to create a new
dining option on and off campus. The food trucks will appear at five locations this
coming spring. This business will meet the needs of students looking for healthy food
options on the go, and priced less than five dollars. Gotta Gogo Meals will be operated
on a cash or credit basis and will not accept Miami University Meal Plans. This service
will be opening on April 1st, 2014. The Gotta Gogo Meals campaign will focus on three
specific categories. We will first focus on the publics awareness and reception
concerning the Gotta Gogo Meal truck service. Secondly, we will look at the retention
of our product and the behavioral change associated with it. Finally, it is our goal to
shape a positive outlook and opinion surrounding the launch of the Gotta Gogo Meal
truck service. This book outlines a six month time period and includes the necessary
information to make a successful launch.

Research
Qualitative

Primary
o 3 Focus Groups
-One with undergraduate students who are living on campus, and another
with undergraduate and graduate students who are living off campus, finally
another with facility members.
-Goal of providing a wide range of opinions and attitudes regarding the idea
of the food truck service.
- Testing within the focus groups to gage the audiences reception of the food
trucks.

Quantitative

Primary
o E-mail surveys
-We are going to send out an online survey to Miami University undergraduate
students on the student list serve.
-Results will show the publics preferences, concerns, and spending habits
regarding the idea of an on campus food truck service.
o One-On-One interviews
-Take place with students and staff at different populated campus locations.
- Occur during the hours the food trucks would be parked on campus (9am3pm on weekdays, and 10am-3pm and 10pm-2am weekends)
-Free samples handed out to draw the students in. As a follow up they will be
asked a few questions regarding the food and opinions on the new meal trucks
location, times of service and general interest.
- This provides a basis of current thinking regarding the food truck product and
exposure for the launch of the food truck

Secondary
o Archival research
-Provides statistics for baseline data such as the number of undergraduate
students at Miami University.
o Online databases
-Research other University food truck services around the country to use as
background information. We will then take the successes and failures of theses
launches, and implement them into our plan.

Key
Findings

Focus Groups
o Mostly on campus undergraduate students and professors were interested in
Gotta Gogo food truck service.
o Most frequented dining halls were Bell Tower and Shriver.
o Freshness of food truck product was a concern
o Discount coupons for product in newspapers would be effective

E-mail surveys
o Social media sites are a good way to reach publics.
o Majority of responses showed that affordability was a key concern for product
o Best media for message exposure would be social media and the student
newspaper
o Health-conscious eating is a large concern
o Interest in having late night weekend hours, as well as weekly lunch and
breakfast hours.

One-On-One Interview
o Product tasted very good
o Would consider buying food from the truck in the future
o Prefer to get updates from Twitter or a social media site like Facebook, rather
than emails.
o Most student food is bought at dining halls using a meal plan.

Online Research
o 15,000 undergraduate students at Miami University.
o 5,000 staff members

Publics

Primary
o Miami University undergraduate students
Based on our research, undergraduate students are those most interested in
the Gotta Gogo food truck.
Knowing that these students want to get the most for there money, as well as
quick nutritious meals we will tailor our message to their needs.
This demographic pays close attention to the opinions of their peers.

Secondary
o

Miami University graduate students, dean of students, professors, and dorm staff
Healthy eating on the go is important to these publics.
Our research shows that consumers spend a lot of time on campus, and do
not have a meal plan.
With this in mind, we recognize that our message will reach a large
percentage these consumers who are looking for a quick and cheap food
option.
We will emphasize the quick and cheep aspect of the Gotta Gogo meal
truck with these consumers.

Goal, Objectives & Key Messages

Goal
Our goal is to increase awareness of Gotta Gogo Meals, while emphasizing its low-cost and
nutritional benefits to Miami University students and staff.

Objectives

To increase Gotta Gogo Meals awareness to MU students and staff by 70-80% by the
end of the campaigns first three months.

Key Messages

Primary
o Provides quick and reliable food alternatives when other dining locations are
unavailable
Gotta Gogo Meals is a meal truck that will be offering a variety of food
and drink to the Miami University student body and staff
Secondary
o Students on the go
Gotta Gogo Meals provides a wide variety of quality food at a low cost to
students on the go
Intervening
o Miami Student, social media, and hockey games
The first twenty-five students at each of the five trucks will receive a free
drink and sandwich of their choice.

Strategy & Tactics

Strategy
Introduce the Miami University student body and staff about Gotta Gogo Meals by a variety
of communication platforms.

Tactics

Set up and Instagram account

Get followers to like pictures, and to refer friends to follow @GottaGogoMeals
Notify followers on specials, deals and locations
Spread information about Gotta Gogo food
Show images of what is offered from the food truck
Set up Twitter account
Get as many followers to follow and tweet about Gotta Gogo food
Get people to re-tweet and favorite tweets about Gotta Gogo
Provide information about the company and what is popular on the menu
Post a flyer/Give out flyers
Provides an image of the logo and an account to follow
States the grand opening
Explains the offer for the first 25 customers
States the different locations one of the five trucks may be
Gives dates and hours of service of the truck
Article in The Miami Student
Provide information for when Gotta Gogo is opening
Explain what Gotta Gogo Meal Truck is, the background of the company
Explain the options that will be offered
Offer deals to the first 25 customers
Provide information with possible locations of the truck
Give out the Instagram and Twitter information
Reach the undergraduate population of Miami University
Announcement at Miami University Hockey Games
Explain the background of the food truck and what it is, explaining it is a new dining
option
Provide information about the service of the truck
Give customers a sense of the price range
Offer deal for the first 25 customers
Give the opening date
Sheet banner
Sheet banner with logo and opening date will be displayed at three different
locations including the Armstrong Student Center, The Hub, and the Rec Center.
Gotta Gogo Meals Website
Explanation of the Gotta Gogo Meal trucks and what they will have to offer
Miami University; as well as location, sample menu and contact information. The
website will be visually appealing and have pictures of the meal truck food to

Timeline & Budget

Timeline
January 2014
January 1st: Begin with tactics and research archives. Twitter account will be
created and we will follow all Miami University affiliated accounts and
follow students that follow those
January 22nd: The launch of Gotta Gogo Meal truck website. The website will
consist of meal options, truck locations, and contact information.
February 2014
February 28th: Announcement at Miami University at 7:35 pm
March 2014
Article submitted to the Miami Student in March 2014 edition
March 1st: Instagram account will be created and we will follow all Miami
University affiliated accounts along with Miami University students who
actively follow those accounts.
March 1st: Announcement at the Miami University Hockey game at 7:05 pm
March 8th: Post out first photo of a food item served from the Gotta Gogo Meal
truck
March 12th: The second photo will be posted, this time of the truck so customers
know what to look out for and the three sheet banners will be placed
on campus. (The Hub, the Rec Center, and the Armstrong Student
Center).
March 15th: Photo posted of a breakfast meal and 700 flyers will be printed in color
March 16th: 100 flyers will be distributed to the Hub, King Library, Slant walk and
dining halls
March 19th: Photo posted of the location of the truck at Goggin
March 22nd: Photo posted of the location of the truck outside of farmer
March 26th:Photo posted of the menu
March 29th:Photo posted of a lunch sandwich offered
April 2014
April 1st: Grand opening of Gotta Gogo Meal Truck service

Budget
Beginning amount: $3,000.00

Tactics:
Flyers (700): $175
Research:
25 free meal/drink giveaways: $750.00
Focus groups (3): $200.00
7 students hired at $7.95/hr to distribute flyers: $55.56
One-on-one interviews:
Article in The Miami Student: $50.00
$500.00
2 individuals hired at $100 each to update Twitter &
Instagram: $200
Total cost of campaign: $2,730.56
Article in The Miami Student: $200
Remaining: $269.44
3 sheet banners located on campus: $600

Evaluation
Evaluation for our Gotta Gogo Meals campaign will focus on three specific categories:
The publics awareness and reception of our campaign.
The retention of our product and the behavioral change with it.
The opinions and attitude surrounding the launch of Gotta Gogo Meal truck.

Results
Social Media
We will scan through social media sites such as Twitter, Instagram, and Facebook to
look for relevant postings regarding Gotta Gogo Meals. These postings will help us
gage our publics opinions and concerns dealing with the launch of Gotta Gogo
Meals.
o Twitter
We gained 700 followers in the 4-month time between launching our
account. We followed a total of 1,000 Miami University students.
As a whole, we received 300 favorites from 14 of our Tweets. We also
obtained 75 re-tweets, and 50 replies.
o Integra
In the one month time span we gained 200 followers and received a total
of 35 likes on the 8 pictures we posted. 5 of the pictures were of the first
five locations, one was the flier, one was the menu and one was a photo
of our food options.
o Website
Count hits
Feedback, comments, negative/positive
Promotions
Flyer
o By handing out the flyer we were able to successfully inform the Miami Student
body and staff that Gotta Gogo Meals was opening on campus.
Article
o We asked the first 25 students at each truck on opening day if they read our
article in the March 2014 edition of the Miami Student and 10 said no, but 15
said yes
Announcement
o The crowd seemed excited and curious about the announcement made at the
game
o There was chatter amongst the students
Sheet Banner
o It was put up in places on campus that had the heaviest traffic of students per
day.
Focus groups
We will measure feedback by comparing opinions we received from focus groups pre
launch of Gotta Gogo Meal trucks, and the responses we received post launch.
Calculate sales
Measure the statistics for each key public to see if we met our key objectives

Appendices
Appendix A: Logo

Appendix B: Website

Appendix B: Flyer

Appendix C: Miami Student

Appendix D: Announcements

Appendix E: Twitter

Appendix F: Instagram

Appendix G: Banner