Personifying the Great Westerville Food Truck Festival is a task that comes fairly easy. With core elements such as charity and a passion for food, the festival itself embodies those principles associated with someone who is more than willing to give back to a community in which they call home. Transitioning these elements into a person was easy, and, thus, Wes was born.
Our team envisioned Wes to be about 25 years old, and new to the Athens area, although he is originally from the suburbs of Columbus. By “new to the Athens area”, our team meant that Wes, much like the food truck festival itself, hasn’t been around the area for long, but is wanting to make some connections and cement his place his place in the community. Wes, much like the social presence of the Great Westerville Food Truck Festival, took to his only means of social network communications- Facebook- and posted a call-to-action issuing an invitation to members of the Athens community to join him on his volunteering venture to the local food bank, which is akin to the Great Westerville Food Truck Festival in terms of its giving nature, as well its relations to food. Our team decided that Wes would be the type of person who would enjoy giving back, but also enjoyed the pleasures of local food, and would thusly invite his newfound volunteering group of friends out to one of his favorite food trucks of the area after their volunteering stint.
Some challenges our team faced with this quickfire were the characteristics of those consumers in which Wes was looking for. Because the Great Westerville Food Truck Festivals caters to all, there was not a great distinction to be found among the consumers, spare their passion for good food. Since the food truck festival, however, is a philanthropic event at its core, we chose to have that same principle embodied by Wes, who also sought out that same ideal from within his Facebook post.
Our team felt that this quickfire would aid in our campaign planning by identifying those who we should target over the social media channels in which we plan to use. Since we identified that attendees of the Great Westerville Food Truck Festival were fans of food and of the giving nature of the event, we can use those same topics within social media posts to incur greater engagement with those posts thereof.
Designing a campaign around March Madness, with our client being a food truck festival, was a task that seemed to be easier said than done. When the dust cleared, however, one thing stood out to our team, which was the conception of the bracket.
The bracket is an integral part of the March Madness craze. Each March, hundreds of thousands of people construct brackets of their favorite basketball teams competing in the NCAA bracket-style tournament. How can we bridge the bracket-style of a basketball tournament to that of a food truck festival? Easy- we let our consumers construct their own bracket through their social media engagements!
We constructed a bracket consisting of 16 iconic food trucks (although currently replaced by filler names) of the Great Westerville Food Truck Festival, and would have a face-off every other day during the month of March to determine which food truck was the most loved by our fans.
The voting process is simple. Each day, a face-off between two fan-favorite food trucks would be posted on our Instagram. Each image posted would feature two distinct food trucks, with instructions to vote for one by “liking” the image, and to vote for the other by “commenting” on the image. This voting process is one of the reasons why Instagram was chosen, as was the fact that Instagram is a social media channel that is constantly in the face of our consumers. This promotes consumer engagement through low-effort interactions.
Cast your likes and comments today!
By Jonathan Camargo, Abbey Saddler, and Mackenzie Holden
How do you tie in St. Patrick’s Day, an annual holiday that takes place in March, with the Great Westerville Food Truck Fest, an annual event that takes place in September? Simple- you meet them halfway.
Since St. Patrick’s Day is almost exactly six months prior to the festival, it’s a great time to go ahead and start getting consumers primed to the idea of being surrounded by more food trucks than they can count. We decided to issue a call-to-action to our consumers (who are leisurely enjoying their holiday sipping on green beer) to reply in the comments with a picture of their favorite food truck delights from years gone past in exchange for a feature on the event’s Facebook page. At the end of the day, the respondent behind the featured post with the most shares would be afforded the opportunity to have a meet-and-greet with Governor Kasich and get free food when fest-time comes around.
We decided to go with a meet-and-greet with Governor Kasich because of his ties to the Westerville area, as well as his stature as a political figure within the state of Ohio.
The campaign’s ties to St. Patrick’s Day stem from the word-choice used, as well as the fact that this would be a one-day long affair. At the end of 24 hours from the original post, the contest would be closed, and the St. Patrick’s Day victor would be crowned.
Mock-ups, in order: