The Tomato Food Truck

Content Strategy Planner

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Core Goals


  1. Establish the company as a local, organic fast food specialist.
  2. Grow customer base organically with referrals and outreach.
  3. Become an industry leader in promoting local, organic ingredients.

Key Performance Indicators (KPIs)


  1. Grow Instagram, Twitter, and Facebook following by 30% per month.
  2. Reach 15 shares per coupon special.
  3. Increase new blog views by 25% per month.

Target Audience


  1. Frank the Foodie: This customer LOVES everything about food. His social channels are stocked with food photos from every restaurant he visits.
  2. Hannah the Houstonian: Tina is really into organically sourced foods. She loves her city and everything local.
  3. Sasha the Student: This young customer is tech-savvy, loves good food on a budget and knows all the up-and-coming restaurants in Houston.

Keywords


  1. Chef Tony Montana
  2. The Tomato Food Truck
  3. Food Truck Thursdays
  4. Italian Catering
  5. Houston Food Trucks
  6. Houston Organic
  7. Organic Food

Content Type


  1. Photos of the truck's daily location.
  2. Photos of food on the menu and happy customers.
  3. Shared content from customers using #TomatoTuesdays, #HoustonsTomatoTruck, #TomatoMadness, etc.
  4. Coupons/Daily Deals (graphic).
  5. Videos of the kitchen, how-to make our favorites.
  6. How-to guides: Using essential Italian ingredients.
  7. Guest Posts from Farmers and Partnerships w/ other Chefs.
  8. Travel Pieces: all things Texas, Italy 

Frequency Calendar


We'll be sharing on social several times daily. The blog will be updated with high-quality articles about the 

food truck industry, organic and local ingredients and Italian cooking twice a month.

January

Houston's Food Truck Scene


  • Social:

    • Daily Specials 

    • Houston Food Truck event updates and our weekend pop-up locations.

    • Shared posts from our favorite local food trucks.

    • #TomatoTuesdays: Shared posts from the community

  • Blog Topics:

    • Up-and-coming local food trucks.

    • The 10 best annual Houston Food Truck events.

    • (Feature article) Highlight how The Tomato Food Truck works with local growers.

February

Basil, Basil, Basil


  • Social:

    • Daily Specials - especially promoting the February weekend #BasilBrunch campaign.

    • Daily tips on using basil in diverse dishes and the history of the herb. 

    • #BasilBrunch: Shared customer posts from the community.

  • Blog Topics:

    • How-to use basil.

    • History of basil and Italian cooking.

    • (Feature article) The Tomato Food Truck's Special Ingredient: Basil.

March

March Madness


  • Social:

    • #TomatoMadness campaign to align daily specials with college. basketball's March Madness bracket.

    • #TomatoMadness video short. Our logo as the all-star basketball.

    • #TomatoMadness: Shared customer posts from the community.

  • Blog topics:

    • Tips for eating healthy on a budget.

    • History of Houston Basketball (local history piece). 

April

Pizza 4


  • Social:

    • Specials - promoting daily pizzas, all about organic, healthy ingredients.

    • Daily tips on switching ingredients in a 'regular' pizza for a healthier substitute.

    • #Pizza4All: Shared customer posts from the community.

  • Blog Topics:

    • How-to make the most delicious, healthy pizza.

    • History of pizza, where did it get the unhealthy rep?

    • (Feature article) The Tomato Food Truck's Special Ingredient.

May

Texas Food Truck Month


  • Social:

    • Daily Specials - campaign in partnership with other food trucks, promoting the industry and sharing deals.

    • Daily feature: Texas Food Trucks we love. 

    • #TexasFoodTruckMonth: Shared customer posts from the community

  • Blog Topics:

    • History of Food Trucks in Texas and how the industry has evolved.

    • (Feature article) The Tomato Food Truck's Collab w/ Garden Greens: A Food Truck Partnership Story.

June

Food Truck Technology


  • Social:

    • Daily Specials - especially deals for using our new app (scheduled to release at end of May) .

    • Promotions about our new app.

    • #TomatoFoodTruck: Shared customer posts from the community.

  • Blog Topics:

    • Top 10 Food Apps.

    • How technology has evolved in the food world.

    • (Feature article) Highlight the Tomato Truck App with delivery available and pre-ordering for on-site locations.

Publishing Procedures


All content should align with these checkpoints before being published so that we stay on-brand:

  • Social posts should be under 250 characters, keeping the tone hip, witty and informative.
  • Blogs should include a direct and compelling title which should match the URL. 
  • End all social and blog posts with a call-to-action (Come eat!). 
  • Assign Alt Text to any images inserted in posts for optimized SEO.
  • Optimize social share language and images accordingly.
  • Write a compelling meta description and title.
  • Attach related keywords mentioned in the section above.

Distribution Channels


Our customers are young, fun and live on the internet, meaning we should too! Keep in mind different customer segments are on different channels. 

  • Social Media: Facebook, Twitter, Instagram
  • Blog
  • Newsletters
  • Traditional PR
  • Influencers (high-clout 'Frank the Foodies')

Trends & Analytics


Looking at our monthly trends, we can decide how to further optimize our content:

  • From December to January, our social channel following grew by 80%, well over our 75 new followers per month.
  • Our coupons averaged 13 shares last month.
  • Instagram shares have increased by 50%, while Facebook and Twitter both have a 15% decline. 
  • Blog views increased by 23%, with the read-through rate falling 2% from last month.

Optimizations & Action Items


Here are some things we can optimize as we continue to grow our content marketing efforts:

  • Change the copy structure/outline to align with where specific segments of our target audience are accessing us online
  • Create more interactive graphics (i.e. gifs, memes)
  • Play with call-to-action language to fit specific target audience on each channel
  • Improve usability of app with feedback from initial launch

Hours & Locations


Monday through Friday

Lunch: 12-4pm @ Memorial Park

Dinner: 5-8pm @ Herman Brown Park

Weekends

Brunch: 11-3pm @ weekly pop-ups

Events and other locations TBA

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