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Digital Marketing Strategy

VICTORIA STREET FOOD APP

T.Nine Media | Victoria, B.C.

TABLE OF CONTENTS
LETS STEP IT UP

2 MAJOR OPPORTUNITIES

COMPARE IF YOU DARE

AUDIENCE

SOCIAL MEDIA

SOLUTIONS

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SPOKESPEOPLE

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TIMELINE

16

3 MONTH STRATEGIC PLAN

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MEASUREMENT OF SUCCESS

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WORKS CITED

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LETS STEP IT UP
Victoria Street Food App (VSFA) is a great tool for locals in Victoria, B.C. who are looking
for the tastiest food trucks in town. Its ability to provide consumers with GPS coordinates,
business hours and food ratings make it an essential app for the social foodie. The city of
Victoria caught on to the food truck trend in 2013 (Wilson, 2013) and within a year, 26
trucks were parked around the city. Victoria has seen an increase in the popularity of
food trucks and with a few key changes to VSFA, this advancement in demand could
exceed its growth and prosper. Currently, the app and website host little to no visual
content, and the social channels are not controlling or adding to conversation, nor are
they driving consumers to download the app.

WHERE TO START
To become the driver of the street food conversation in Victoria, through this digital
marketing strategy, VSFA will undergo a full social media audit of all running channels,
have a complete analysis of the food truck market, and will identify a specific target
market right here in Victoria. With the following re-branding ideas and social media
strategy, VSFA will soon be making Victorias locals drool.

THERE ARE
2 MAJOR
OPPORTUNITIES
FOR SUCCESS
1.! MAKE PEOPLE HUNGRY
Are you craving a burger?

GOOD, Its working. By

increasing the visuals on all on social media channels,

VSFA will be creating a buzzing online conversation
using the food and personalities of local street food
vendors. By involving participating trucks, this digital
marketing strategy will allow VSFA to create video and
photo content as well as curate content street food
vendors and their consumers create daily!

2.! MAKE PEOPLE NOTICE

This strategy will take VSFAs social media channels and work to optimize them using
strategic solutions. These strategies will help VSFA create and curate content that
highlights the apps best features, engages consumers and creates a conversation
revolving around VSFA.

COMPARE IF YOU DARE

(Twitter, 2016)

Looking at VSFAs competitors, a great deal can be understood about the market and
learn from example. One of the most successful apps that assist in locating food is
Urbanspoon, now called Zomato. Urbanspoon started as a restaurant information and
recommendation service in 2006 (Duryee,2015). Now the application, which is available
for all smartphones, has a menu system that provides a thorough and streamlined listing
of restaurants. It has search, maps, descriptions, reviews, and menus (Duryee, 2015).
A successful restaurant-locating app such as Zomato demonstrates how people are
accessing information about eateries and dining businesses. As brick and mortar
establishments do not have the ability to move their daily locations, Zomato is not in direct
competition with VSFA. However, there are many ways VSFA can learn from Zomatos
effective and popular campaign.

VISUAL & EMOTIONAL APPEAL

Zomato uses eye-catching images of food on its website and social media platforms. It
utilizes the colour theory with the red and orange doughnuts. The warm tones of red,
yellow and orange help to stimulate appetite with their viewers.
By using Zomato as an example, VSFA can implement this visual strategy and make users
hungry. By increasing the visually appealing imagery on VSFAs social platforms, users will
be more inclined to visit street vendors and, in turn, use VSFA.

SOCIAL MEDIA
Zomato is a strong industry leader when it come to the use of social media. By looking at
its Twitter account it can be seen that it has made over 12,300 tweets and has over
200,000 followers (Twitter, 2016).

With daily posts around meal times, it utilizes peek

audience hours to engage with a hungry crowd. Zomato posts use striking visual images
and use humor to engage and start the
chatter amongst its followers.
By taking note of the building blocks
Zomato used to form its successful
business, VSFA can learn and look to
apply examples to its digital marketing
strategy.

(Twitter, 2016)

AUDIENCE
According to the research conducted by the Pew Research Center, the key
demographic that VSFA should be appealing to is males ages 18 to 29. Of those who eat
out, at least, weekly, men in this bracket make up 71 per cent. Additionally, according to
a social media audit conducted through Keyhole, 100 per cent of the posts made about
VSFA are done so by males.

(Keyhole, 2016)
(Pew, 2006)

MEET TATE!
Tate Porter is a persona developed to guide VSFAs branding and ensure that each
decision made by VSFA is made with Tate in mind. Based on the research aiming to define
this demographic, VSFA should make efforts to create content that appeals to Tate and
his interests. Because Tate is popular on his social media channels and is a Victoria native,
VSFA should work to improve its presence on social and should also work to become
relevant locally. Tate is also confidently familiar with the lingo and voice used on social
media channels which is why paying attention to the conversation happening on social
media platforms is important.

SOCIAL MEDIA
TWITTER & INSTAGRAM
After conducting a social media audit through Netlytic as well as Keyhole, it is clear that
both Twitter and Instagram accounts for VSFA need some improvements.
Instagram, the food lovers social platform, is crucial for VSFA. Currently, VSFAs Instagram
account has garnered 313 followers through only 13 original posts. This could improve
exponentially by interacting other influencers considering the Street Food App account
is only following 13 other accounts. For example, @oldschooldonuts has nearly 3,500
followers that could be interacted with to improve social media exposure. Another
interesting fact about VSFAs current presence on social is that 81.6 per cent of shared
posts are coming from its own original content. This means that because people notice
original posts, VSFA should aim to post more content to keep up with follower demands.
Pictures uploaded by VSFA do not currently feature food, which should be changed.
Posts should be made twice daily, once at breakfast and once at dinner; peak hours for
to elicit hunger. Additionally, these posts should most certainly feature affiliated food
trucks food.
VSFA currently has 1,191 followers on Twitter with 8,815 likes and over 14,000 tweets. This is
a fantastic starting point. In order to increase and maintain these numbers, VSFA should
look toward Zomato and increase dynamic content. Tweets featured by VSFA presently
are simple updates on what trucks are open. Although this is ideal, by retweeting other
influencers and other content, VSFA can prove to its audience that it wants to join the
conversation.

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SNAPCHAT
Snapchat is a popular video messaging application that was created by three students
during their time at Stanford University in 2011. As of November 2015, Snapchats users
were viewing 6 billion photos and videos per day, which was a large increase from 2
billion reported views per day in May 2015 (Matney, 2015). As of January 2016, Snapchat
users collectively view more than 7 billion photos and videos per day (Oreskovic, 2016).
Due to Snapchats continuingly increasing user base, it places Snapchat as an extremely
useful tool for business to target a younger audience as Snapchats user average age
ranges from 13 to 23 years old (Matney, 2015.) VSFA can make use of this application to
assist in facilitating online communication by creating a geofilter that can be used within
the geofence of Victoria area to encourage consumers of street food to participate in
Snapchatting their friends, and VSFA directly on the Snapchat platform. A geofilter is a
graphic that can be placed over a photograph or video captured using Snapchat within
a certain geographical location, known as a geofence (Malone Kircher, 2015).
Unfortunately, due to Snapchats strict geofilter creation guidelines, VSFA cannot use a
business logo, a hashtag, or use the platform for strictly business promotion (Snapchat,
NA). However, this plan would implement the creation of a generic design that pertains
to street food in Victoria, and will advertise the geofilter through social channels and
VSFAs website, along with VSFAs Snapchat information.

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SOLUTIONS
RE-BRANDING
A companys logo anchors the companys brand, as it is the most visible manifestation,
and an important part of any marketing strategy. A logo redesign assists in the overarching social media strategy as a branding tool to create awareness around the
company (Gillikin, n.d.).
The current website logo does not adequately represent the company through imagery.
90 per cent of information transmitted to the brain is visual, and those images are
processed 60,000 times faster than text (Sibley, 2012). Therefore, a logo redesign that uses
imagery and stands in the foreground and gives the audience a foresight to what the
company is about would be highly beneficial to the VSFA brand.

Suggested logo redesign

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APP ICON
The imagery used adequately represents the company at
first glance. The cutlery is a universal symbol for food, and the
truck represents the nature of the food. The banner in the
foreground is angular, which represents speed, and in the
case of VSFA, the speed of service (Gillikin, n.d.). The iOS and
Android application suggested redesign continues the use of
the food truck image, but includes a location pin graphic
which represents VSFAs service; location information of food
trucks and street food. Logo effectiveness comes from
repetition (Gillikin, n.d.). Therefore, this plan suggests

Suggested smartphone app

icon

implementing a business decal which businesses will be encouraged to display on their

food trucks to create awareness of VSFAs service, which will assist in placing VSFA as an
online facilitator of communication across street food culture.

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BUSINESS DECAL/STICKERS

Suggested designs for business decals

Grey is associated with sophistication, formality, maturity, and responsibility, which stands
to showcase the professionalism of the company (Jacob, n.d.). While the colour orange
represents enthusiasm, fascination, happiness, creativity, determination, attraction,
encouragement, and most importantly, stimulation (Color Wheel Pro, n.d.). Orange
stimulates mental activity and increases oxygen supply to the brain. It also stimulates
appetite, therefore increasing the audiences cravings for food (Color Wheel Pro, n.d.).
It is also a high visibility colour, which stands out on any platform, especially against social
media colourations, which are mostly shades of blue.

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WEBSITE

A well-designed website is key to any business branding, marketing, or social strategy.

This plan also implements a redesigned website pertaining to the new suggested
branding colours and creating a more dynamic experience for the audience. 41 per
cent of people say a website design is number one criterion concerning the credibility of
a company (Sibley, 2012). Currently, streetfoodapp.com does not utilize enough imagery
considering that a food business can increase awareness and consumers through
advertising their food through photographs. Therefore, this plan includes varied images
in its design, that will eventually be user generated, and will showcase street food in
Victoria.

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#FOODTRUCKFRIDAY
This promotion is a weekly feature that selects a food truck that will run the VSFAs
Snapchat for their featured week. This gives app users a chance to get to know each
trucks unique menu, staff, and brand. By highlighting a different food truck every week,
it will demonstrate the commitment that VSFA has in giving back to the community of
supporting food trucks.

SPOKESPEOPLE
A suggested plan is to organize a monthly Victoria business card draw. Local businesses
can enter at any affiliated food truck by placing their business card in the Victoria food
truck bins at all participating food truck locations. Once a month a card will be drawn
and the selected business will be rewarded a free lunch from their choice of food trucks.
This will be done to encourage VSFAs use locally, and show support for local businesses.
Moreover, gaining exposure to local spokespeople, links, referrals and buzz is a significant
way to enhance VSFAs popularity and market position.

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TIMELINE
By implementing a 3-month strategic plan, goals can be assessed to be reached as soon
as possible. The following 3-month plan has been outlined using extensive research to
ensure strategic success.

3 MONTH STRATEGIC PLAN

Week 1 - 2

Social Media Audit

Food Truck Photos

Scheduled

Week 3 - 4

Social Media
strategy approved

Week 12

Analysis and report of plans success delivered

Re-branding idea
pitched

Twitter, Snapchat +
Re-Branding Approval
Instagram up and
running
Week 5 - 6
Social Media plan
#FoodTruckFriday
RE-BRAND LAUNCH
implemented
featured on Instagram
6 #FoodTruckFriday + Twitter daily.
features selected
Truck also runs
Snapchat featured
week
Week 6 12 2x Instagram scheduled for lunch + dinner time daily
4x Twitter Posts scheduled daily

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MEASUREMENT OF SUCCESS
T.Nine Media prides itself on its successful strategies and dedication to achieving the best
results. T.Nines experience as individuals, and as a team, it provides its clients with the
best tactics to tackle the digital world. To measure success, Hootsuite analytics, Google
Analytics and Netlytic will be utilized to produce the results of this campaign, as well as
measure account followers and likes to be certain that growth has happened. T.Nine
Media is confident that with this strategic digital marketing plan it can make VSFA an
essential app for all Victoria locals looking for great street food. For more information
about T.Nine Media and its experience please visit www.tninemedia.ca.
We look forward to working with you!

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WORKS CITED
Wilson, C. (2013, May 2013). Times Colonist. Retrieved February 28, 2016, from
www.timescolonist.com: http://www.timescolonist.com/business/food-trucktrend-pulls-into-victoria-1.307171
Color Wheel Pro. (n.d.). Color Meaning. Retrieved from: http://www.color-wheelpro.com/color-meaning.html
Gillikin, J. (n.d.). Importance of Logos in Business. Retrieved from:
http://smallbusiness.chron.com/importance-logos-business-577.html
Jacob. (n.d.). Grey Color Meaning The Color Gray. Retrieved from: http://www.colormeanings.com/gray-color-meaning-the-color-gray/
Malone Kircher, M. (2015). How to make your own version of those awesome Shapchat
location filters. Retrieved from: http://www.techinsider.io/how-to-create-andsubmit-your-own-snapchat-geofilter-2015-9
Matney, L. (2015). Snapchat Reaches 6 Billion daily Videos Views, Tripling From 2 Billion In
May. Retrieved from: http://techcrunch.com/2015/11/09/snapchat-reaches-6billion-daily-videos-views-tripling-from-2-billion-in-may/
Oreskovic, A. (2016). Snatchat users watch 7 billion videos every day, and its almost
caught Facebook. Retrieved from: http://www.businessinsider.com/snapchatusers-watch-7-billion-videos-every-day-2016-1
Porter, J. (2003). Testing the Three-Click Rule. Retrieved from:
https://articles.uie.com/three_click_rule/
Shapchat. (NA). Geofilter Submission Guidelines. Retrieved from:
https://support.snapchat.com/a/geofilter-guidelines
Sibley, A. (2012). 19 Reasons You Should Include Visual Content in Your Marketing
[Data]. Retrieved from: http://blog.hubspot.com/blog/tabid/6307/bid/33423/19Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx

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