Idaho Preferred® 2017 Annual Meeting

Idaho Preferred® is a program of the Idaho State Department of Agriculture

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Survey Results:

Why did you join Idaho Preferred? • Contacts with retailers • Marketing Assistance • Use of Logo

Programs of most value: • Meetings with potential buyers • Use of Idaho Preferred logo • Retail Promotions • Personal consultations to identify

potential customers

What advertising/PR tools are most beneficial • Idaho Preferred website • Social Media • Digital ads • PR Events

Has participation in Idaho Preferred increased your sales? • Yes – 55.6% • No – 18.5% • Don’t Know 26%

What is the Difference between Idaho Preferred and Buy Idaho?

• Idaho Preferred only applies to food and agriculture products, which in addition to foods and beverages, also includes nursery and forest products, pet foods, compost, etc.

• All items must have “roots” in Idaho – must have some percentage of inputs that are produced in Idaho.

• Qualifying criteria very specific and unique to type of product (i.e. rules for beef different from lamb due to production cycle/age at harvest, etc.)

• Very fortunate to have two different organizations because some food companies can not qualify for Idaho Preferred (i.e. coffee roasters, nut companies) but they are still great Idaho businesses that can be represented by Buy Idaho.

Membership Services

Value-Added Membership Services • Use of Idaho Preferred logo

• Member page on Idaho Preferred website – Google Maps location of business – Links to your website and social media accounts

• Company/product mentions in monthly newsletter, blog posts, social media

• Marketing and event support

• Event opportunities

Value-Added Membership Services • Recipe features

– Our recipe page is one of the most visited pages on the Idaho Preferred website.

• Training / Promotions – Retail seminar – Social media workshop – Trade shows – Direct sales

Digital Marketing

Website Updates • Revamped recipe page

• Breakfast category • Producer links • Share buttons

• Printable pages – Recipes – Members

• SEO content on product pages

• Updated mobile site

Recipe Pages

Blog • Features

– Newsworthy events – Seasonal products – Links to producer pages – Restaurant of the Month

Newsletter • 1,200+ recipients • Quality content

– What’s in Season – Seasonal Recipes – Local Events – Restaurant of the Month

• Most popular links clicked: – Instagram – Facebook

Social Media Facebook • Instagram • Twitter • Pinterest

Facebook • 5,500+ Followers!

• Organic posts – News – Events – Recipes – Seasonal products – Member post shares

• Boosted posts

Boosted Post

Instagram • 1,200+ Followers

• Organic posts

Twitter • New for 2016

• Growing audience

• Posts – Industry News – Recipes

Pinterest • New for 2016

• Recipe focus

Consumer Events

Foodfort • New event at the

Treefort Music Fest – Over 16,000 people

• 3-day event: Tastes + Talks

• 10 local restaurants

• 25 Idaho producers

• Planned for 2017

Farmers’ Markets • Boise Farmers Market

– ID Preferred booth – Promoted members

• Albertsons Farmers Market

Farmers Market Training • Market Manager, Staff & Volunteer Trainings

– Nampa: February 24, 1:00-5:00pm – Coeur d’Alene: March 17, 1:00-5:00pm – Idaho Falls: April 17, 1:00-5:00pm

• Vendor Trainings – Caldwell: February 25, 9:00am-2:00pm – Coeur d’Alene: March 18, 10:00am-3:00pm – Idaho Falls: April 18, 10:00am-3:00pm

• To register visit: www.IdahoFMA.org/2017trainings

Cooking Classes • St. Alphonsus

• FSA

• WIC Program Coordinators

Idaho Preferred Month • Schweitzer Fall Fest,

Sandpoint

• In-store demos, state-wide

• Bell ringer at Capital City Public Market

• Boise Farmers Market

• Media Tours

Success Stories

Share Your Success • Send us your testimonials and

stories of success to be posted on the Idaho Preferred website!

Media, Retail & Foodservice

Media Tour Collaborations: North Idaho: June 22-24 8 Journalists

Southern Idaho: Sept 20-22 8 Journalists

100+ articles 40,000+ consumers reached

Retail Programs: • Custom signage • Produce Bins • In-Store Demos • Member Training

Retail Partners: • Albertsons • Atkinsons • Boise Co-Op • Broulims • Farmers

Markets

• Farm Stands • Rosauers • Swensons • Walmart • Winco

Foodservice Distributor Partnerships

Food Shows Sales Promotions

Vendor Introductions

Chef Events:

3rd Annual ACF Knowledge Bowl MV Tour

Farm to School: Education and Marketing Materials

Foodservice Staff Training at Idaho School Foodservice Association Summer Conference

National Farm to School Month in Idaho National Theme: One Small Step

Idaho: Four Weekly Food/Activity Themes Monthly Newsletters Statewide Activities

Apple – Crunch Dairy – Dunk Potato – Smash Trout - Splash

Menu, recipe and activity ideas

2016 Advertising Review

2016 Advertising Calendar

TV details • Purchased broadcast TV in Boise, Twin Falls, Idaho Falls/Pocatello,

Lewiston. Purchased Coeur d’Alene cable TV

• July 25 – September 25

• 1,940 total spots (non-Olymics)

• Program distribution • 6am – 9am 20% • 9am – 5pm 15% • 5pm – 630pm 20% • 7pm – 10pm 30% (i.e. 60 Minutes, Dancing with the Starts, NCIS, Big Bang, Emmy’s) • 10pm - 11pm 15%

TV details • Purchased Olympics in Boise, Twin Falls, Idaho Falls/Pocatello

• August 5 – August 21, total 182 spots

• Program Distribution • Primetime Coverage 15% • Late Night Coverage 15% • Weekend Coverage 20% • Morning News 10% • Daytime Coverage 15% • Olympic Late News 15% • Olympic Zone 10%

Facebook

Google Ads

Google Ads

2016 Advertising Delivery

Consumer Market Research Review

2016 Take-aways

• Gross Impressions purchased in 2016 were up compared to 2015 but ad recall decreased.

• 2016 was an election year.

• Summer Olympics was purchased, at a higher cost than regular programming.

• We purchased fewer spots = fewer bonus spots.

• TV costs are on the rise. Our advertising budget is not.

• Increased logo recognition on food items in retail is strong brand awareness.

Research: Have you seen any advertising for Idaho Preferred on TV?

Research: Where have you seen or heard this message or logo?

Comparison Benchmarks • Advertising recall for Idaho resources commission: 32%.

Source: Moore Information Opinion Research – 2016 Brand Study.

• Advertising recall for Idaho agriculture/food commission was 39%.

Source: GS Strategy Group – 2013 Brand Research

• Advertising recall for the state agency was 42%. Source: Strategic Intelligence - 2012 Brand Research

• Name recall for county agency was 64% (after 30 years of advertising and promotion). Source: Living Research – 2014 Brand Study

Media Budgets • Over the last 4 years our

total media and TV budgets have been declining, hitting a low point in 2015 then ticking up slightly in 2016.

• Meanwhile TV costs, in general, continue to rise over the years.

Bonus Spots • Total number of TV spots

have varied each year primarily because we get less bonus spots during political years (2012, 2014, 2016).

• In addition, KTVB changed their bonus policy in mid-Sept 2013 from 1:1 bonus to 3:1, impacting 2014 and beyond.

2017 Advertising

Audience Behavior

Key Insights • National and local research supports men playing an increased role as

primary shopper. We suggest moving toward an Adults 25-54 demographic with a female skew, in lieu of straight female target.

• Second Shopping habits are different across generations and genders.

• Opportunity to gain share with loyal “local shoppers”.

• Broadcast TV is still a viable medium for brand awareness across multiple age groups.

• Digital media continues to gain market share but streaming is limited outside Boise DMA.

• Facebook leads social media usage.

• In 2017 metrics changes from awareness to sales growth.

Target Demographic For Grocery Shoppers Should Include Men

Men Plan Less And May Be More Influenced By In-Store Signage

Millennials Are More Likely To Shop Based on Recipes

Opportunity To Grow Market By Educating Consumers On Reasons To Buy Local

Media Usage

Adults 25-34 Still Average More Than 20 Hours Traditional TV Per Week

TV Viewing Is Trending Down Among Millennials But Is Still Nearly Double Streaming

Hulu Streaming in Idaho is low

CPM averages: Hulu $48.50, Boise TV $32.74, Twin Falls TV $58.03 & Idaho Falls TV $36.44

Facebook Leads Internet Usage

Advertising Calendar

Advertising Calendar Option 1

Option 2: KBOI/CBS Partnership

Option 2 KBOI/CBS Summary • April through December, 2017.

• Partners include Idaho Preferred, Grocer and Commissions.

• One 30-minute special about Idaho Agriculture airs 3 times in key dayparts on KBOI.

• KBOI produces a minimum of 9 PSA’s with Idaho Preferred, commissions and grocery sponsor. Each commission runs one month, April - December, 2017. PSA’s will air a minimum of 80X per month. Id Preferred runs one month – September.

• 2 million + on-line impressions with sponsor ID’s.

• Sponsor page on KBOI website with printable recipes and link to Idaho Preferred website.

• 9 appearances on Idaho Living. Cooking segment utilizing sponsors product each month.

• Monthly news feature on KBOI 2 News - Still awaiting confirmation.

• FFA Student of the Month on KBOI 2 News.

Option 3: TV Co-op

Option 3 TV Co-op Summary

• Stretches TV dollars.

• Idaho Preferred and Co-op Partner split :30 units.

• Additional TV weight can be purchased.

• Idaho Preferred and Co-op Partner each receive additional spots (cost of a :15 is approximately 65% of a :30).

• Opportunity to improve recall with :30 units

Option 4: KBOI/CBS and TV Co-op

2017 Retail Road Show City Date 2017

CDA August 31 Moscow Sept 1 Lewiston Sept 2 McCall Sept 7 Weiser/Payette Sept 8 Emmett Sept 9 Caldwell Sept 14 Nampa Sept 15 Meridian Sept 16 Eagle Sept 16 Boise Sept 17 Mtn Home Sept 21 Twin Falls Sept 22 Sun Valley Sept 23 Pocatello Sept 28 Idaho Falls Sept 29 Rexburg Sept 30

Special Pricing

Radio Remotes

Farmers on hand

In-store demos

Thank you

Idaho Preferred® is a program of the Idaho State Department of Agriculture

Idaho Preferred®MembershipSurvey Results:What is the Difference between Idaho Preferred and Buy Idaho?Membership ServicesValue-Added Membership ServicesValue-Added Membership ServicesDigital MarketingWebsite UpdatesRecipe PagesBlogNewsletterSocial MediaFacebookInstagramTwitterPinterestConsumer EventsFoodfortFarmers’ MarketsFarmers Market TrainingCooking ClassesIdaho Preferred MonthSuccess StoriesShare Your SuccessMedia, Retail & FoodserviceSlide Number 27Slide Number 28Slide Number 29Slide Number 30Slide Number 31Slide Number 32Slide Number 332016 Advertising Review2016 Advertising CalendarTV detailsTV detailsSlide Number 38Slide Number 39Slide Number 402016 Advertising DeliveryConsumer Market Research Review2016 Take-awaysResearch: Have you seen any advertising for Idaho Preferred on TV?Research: Where have you seen or heard this message or logo?Comparison BenchmarksMedia BudgetsBonus Spots2017 AdvertisingAudience BehaviorKey InsightsSlide Number 52Slide Number 53Slide Number 54Slide Number 55Media UsageSlide Number 57Slide Number 58Slide Number 59Slide Number 60Advertising CalendarAdvertising Calendar Option 1Option 2: KBOI/CBS PartnershipOption 2 KBOI/CBS SummaryOption 3: TV Co-op Option 3 TV Co-op SummaryOption 4: KBOI/CBS and TV Co-op Slide Number 68Thank you