Tranquility

Trend Forecasting and Marketing Strategy

Studio Vision was approached with the challenge of predicting an upcoming food trend for 2023, and designing a food truck to meet that need. This concept combines ingredients you can trust with the health benefits of the Cannabidol extract to combine the two markets into one experience-focused food truck. Our truck, "Tranquility" would be transparent about our ingredients, the effects of CBD, and our ingredient sourcing, to prove our dedication to the informed consumer.

Opportunity: Changing stigmas around the CBD compound and the growth of health consciousness present an opportunity to bridge these two markets.
Solution: Design a strategy for a food truck launch which incorporates the health benefitting effects of the CBD compound with pure ingredients.
Project Length: 15 Weeks
My Role: Market Research, Strategy, Production Coordination
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Objectives:

Spread awareness on the positive effects and health benefits of consuming CBD
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Educate our audience on the difference between the compounds THC and CBD
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Promote our product and normalize CBD use for lifestyle and personal wellness and health
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Our surveys gave us valuable insights to shape our campaign.

We needed to see if people were actually interested in consuming CBD in foods or drinks. We found that after people were more knowledgeable about the effects of CBD, they were more open to the idea of consuming it.

Marketing Plan

Our launch campaign was centered around building anticipation for the opening of Tranquility and maintaining excitement by attending Los Angeles events such as flea and vintage markets. Utilizing a 3 phase roll-out, we established a cadence of sustained engagement with our target market across digital and traditional media, and brand activations. As the project manager, I ensured the media plan was attainable, resources were properly allocated, and the scope of work could be achieved within the $50,000 budget. I ultimately organized and presented the campaign into the below phased plan.

A focus on Influencer Marketing on Instagram.

We will connect with locals to the Los Angeles region to recommend our products, using Instagram as our main social platform. For our launch, we also plan to collaborate with Martha Stewart, who is both a well known cooking TV star, and a CBD advocate.
By making it clear what our products do to the body through information posted on our truck’s exterior, as well as online, we hope to attract people interested in taking a break from the stresses around them.

The Team

Angie
Boonsiri

Researcher, Marketing and Event planning

Kathryn Johnston

Researcher, Marketing and Project Management

Hayley
Kirk

Researcher, Brand Strategist and Marketer

Jennifer Villagomez

Researcher, Trend and Consumer Analysis, Surveyor