Communications & Marketing Update Summer 2012. Outdoor sessions promo XXX.
2012 Marketing Communications Program Marketing Communications Committee Meeting Feb. 16, 2012.
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Transcript of 2012 Marketing Communications Program Marketing Communications Committee Meeting Feb. 16, 2012.
The Goal
Keep turkey in the minds of all audiences and increase turkey use by providing consistent and positive messages, education materials and industry information that promote and protect the turkey industry.
The Strategy
Promote turkey’s attributes with a strong emphasis on its nutrient-rich profile while educating about good food safety practices in the home.
Ground Turkey Plan
Work to promote the versatility of ground turkey while demonstrating important at-home food safety practices.
Ground Turkey Plan
Chef Spokesperson: Mark Bucher, Founder of The Burger Joint What is The Burger Joint?
20 locations in 9 states + D.C. Turkey Burger on the Menu – “impossibly flavorful”
Ground Turkey Plan
Spokesperson: Average Betty Who is Average Betty? Sara O’Donnell
Food loverBloggerRecipe authorVideo producer
> 3 million views on YouTube
Traditional Media Tactics
Multimedia News Release with Mark Bucher Goal: Reach audience of 220 million
Multimedia News Release with Average Betty through BusinessWire
Goal: 650 link clicks, 660 release views and 7,000 headline impression (based on ‘09 Vlogger Release)
Satellite Media Tour with Mark Bucher Goal: 20 interviews
Social Media Tactics
YouTube Video: Average Betty Track success based on similar videos on turkey channel.
Photo Contest Fans/Followers submit turkey plate shots Prizes (members coupons, etc.)
Social Media Goals
Facebook and TwitterTrack where Facebook and Twitter rank as top referring sites to EatTurkey.com. Increase # of Facebook fans by 25%: 775 to 970 fans Increase # of Twitter followers by 300: 1,295 to 1,600 followers
Nutrition
AMS/FNS Partnership Work to get more turkey products on the government’s feeding program Quarterly conference calls
Nutrition
Society for Nutrition Education and Behavior Meeting: Attend
July 14-17, 2012, Washington, D.C.
FoodserviceFoodservice PR: Promote menu applications and food photography – emphasis on QSR Magazine and ground turkey U.S. Personal Chefs Assoc.: Aug. 3-5, D.C. IFEC Conference: Nov. 5-8, Nashville T.O.M. Award
Discuss: timeline for entries Food Photography (10 plate shots)
BudgetMyPlate Strategic Partnership: $20,000Society for Nutrition Education: $340IFEC: $10,000T.O.M. Award: $400Food Photography: $10,000Chef: $10,000Average Betty: $2,000Multimedia News Release: $25,000BusinessWire: $1,000Satellite Media Tour: $25,000Photo Contest: N/AWeb Update and Maintenance: $50,000Marketplace Survey: $1,000Consumer Research?: $12,000
Total: $166,740