Lisa Kelly, MPH, RD Senior Vice President Vicki Nesper Vice President.
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Transcript of Lisa Kelly, MPH, RD Senior Vice President Vicki Nesper Vice President.
Lisa Kelly, MPH, RDSenior Vice President
Vicki NesperVice President
Who We Are• Leading global communications firm ― 100 markets and 2,800 staff
• Specialized experience in food & beverage and consumer nutrition• Strong network of the most
important food and nutrition influencers
• Expert in developing and shaping a compelling narrative ― opinion research, reputation management and engaging influencers, media and consumers
• Drive marketing communications for top consumer brands throughout network
• Social media innovators MSLGROUP is the Publicis Groupe’s flagship public relations, branding, social media and
events network.
20 Years of History With USB
• Goal is to maximize grower profit by increasing the use of soybean components in the food supply – both oil and protein
• Dedicated team of 12+ to advancing soybean utilization in food
• We do this through several connected activities: • Direct marketing to the food industry (primarily for
commodity and enhanced trait soybean oils); • Expansion of the “health halo” with health influencers
(starting with soy protein, and broadening it to oil); • Providing customers (industry buyers such as chefs and
manufacturers as well as end-users) and influencers with the resources they need to recommend and purchase soy;
• And removing market barriers such as concerns about biotechnology, sustainability or soy health effects that could harm market share if left unchecked
Food Influencer NetworkFood Company
Meetings
Food Industry & Influencer Conferences
Food Media Relationships
Deep Ties to Food Bloggers
Nutrition Promotion to Allied Health Professionals
Culinary Development
• Full test kitchen and research facility on-site
• Food trend identification and analysis
• Food concept development• Testing and sensory
evaluation• Food sampling
management• Cooking demonstrations• Tradeshow representation• Recipe contest
management
JOY BLAKESLEE, RDCulinary Center Director
UNITED SOYBEAN BOARD AND QUALISOY
Our Target Audiences are Vast
• Health professionals• Registered dietitians• Nurse practitioners• Physician assistants
• Food and beverage industry and food scientists
• Foodservice industry and culinary professionals
• Trade and consumer media• Consumers
We Navigate Path to Purchase
• AHA INAP• Nutrition
symposia• Dietary
Guidelines• Industry
alliances
• News stories: TV, radio, Print & online
• Trade advertising/ editorial
• Marketing brochures
• Digital content & traffic drivers
• Patient room exam posters
• Recipes• Mobile site for
shoppers• Sustainability
guide
• Tradeshows• Conference
sessions• Biotech
education• Technical
literature on benefits/ safety
• Digital resources: Web, enews, podcasts
Public Affairs
PublicAwareness
Influencer Advocacy
Practical Motivation
We employ a mix of new &
proven marketing activities
ProductLaunch
• Trait specs• R&D support• Marketing
trends• Foodservice
promos• Retailer
partnerships
Award-Winning Marketing Program
Year-after-year,USB’s program receives
top national & international awards