Valley Delicious PRESENTATION ONLY
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Transcript of Valley Delicious PRESENTATION ONLY
ANNOUNCING THE MOST DELICIOUS
BUY LOCAL INITIATIVE CALIFORNIA’S
CENTRAL VALLEY HAS EVER TASTED
ppowered by
THE CENTRAL VALLEY HAS
A LOT TO BRAG ABOUT
The New York Times exclaims, “California’s Central
Valley is our greatest food resource.
They are talking about our home, the Central Valley,
and one of the most productive agricultural regions
on the planet. That’s right, we said it too.
Fresno County and Tulare County are the leading
agricultural counties in the entire nation with over 350
crops grown in each. But our agricultural acumen
doesn’t stop there. We could go on and on. And we
will.
But does our community know and appreciate all the
green greatness that surrounds us? They will.
Photograph by Vincent Laforet for The New York Times, Harvesting tomatoes
at the Farming D Ranch in Five Points, Calif.
OUR TELEVISION STATIONS ARE
AWARD-WINNING CHEERLEADERS
FOR OUR COMMUNITY
Sure. We are proud of our community. And we’ve
won many awards in our tireless quest of news
excellence and touting the Valley.
Like the Emmy Award KSEE24 won for our We
Are Fresno Campaign which highlight’s the
people, places and events that make California's
Central Valley a uniquely fantastic place to live.
The Emmy was just one of the awards that We
Are Fresno efforts netted.
CBS47 News has won its share of Emmys too for
excellence in journalism.
Together we’re poised to launch ‘Valley Delicious.’
Multi Award Winning,
Community Leading Initiative
with Massive Recognition and
Public Support
What is ‘Valley Delicious?’
‘Valley Delicious’ is a full assault on promoting everything Local
farm to fork in the Central Valley. It starts with Local farmers,
the Local fruits, vegetables, nuts, wine they produce. Then we
move closer to your dinner table as we feature Local
restaurants, Local recipes and Local grocery stores.
This is an Image Campaign for the Central Valley and also
Action Campaign as we use significant media resources to
educate Central Valley viewers, conjure their pride and urge
them to Buy Local.
Everything Local. Everything Delicious. Valley Delicious.
* Statistical evidence provided by the City of Fresno
Every dollar
spent at a local
business will
re-circulate at
least
Support Local Jobs. Create a Stronger Community. Give Back.
Valley Delicious Campaign?
Of every dollar
you spend will
stay here in the
Central Valley!773¢
Times!
The Impact of the
1. Easy Recipes
2. Healthy Recipes
3. Reasonable Priced Groceries
4. Tasty for Children and Adults
Valley Delicious Will Give
Central Valley Women
What they REALLY Want
Women 25+
Consumers are
the Demo Target
Valley Delicious will Connect
Farmers & Chefs with
Restaurants & Consumers This campaign will thrive in the nexus between
Valley farmer, their products, Local restaurants
and Local consumers.
Connect.
Engage.
Activate.
Consumers
Farmers
Grocers
Restaurants
KSEE24’s all NEW! Central Valley Today is dedicating a large portion of the show each week to
showcase everything Valley Delicious.
Positioned between the Queen Latifah Show and Dr. Phil, the NEW! Central Valley Today is a
lifestyle program for women hosted by women. And now, it’s in high definition.
Research shows the viewership at 3pm are women 25 and older with families and a need for
meals on tight timeline, meals on a tight budget and new ideas for recipes for entertaining during
special events. Valley Delicious on Central Valley Today will fill that need.
The recipe for success is simple: Start on the Farm, Move into the Kitchen, Enjoy watching Local
Restaurant Chefs prepare a meal with Local foods, Pair with a Local Wine or Beer, Share All Content
liberally on YourCentralValley.com and KSEE24 Social Media, Facebook, Twitter & Pinterest.
CBS47 Eyewitness News is investing valuable airtime and resources each week to educate Central
Valley viewers about everything Valley Delicious.
Research shows that 92% of Central Valley Women viewers watch local news and CBS47 will
deliver news segments about local farmers, locally produced products, local restaurants and chefs
and local grocery stores.
As Valley Delicious connects the dots between local pride and valley dinner tables, CBS47
Eyewitness News will showcase these stories during AM news and the Central Valley’s only 7pm
newscast.
Massive Resources Invested
� POWERFUL PROMOTION- A powerful promotional schedule on two TV Stations will get
Central Valley viewers excited about the Valley Delicious campaign.
� NEWS- Weekly News Segments will air in CBS47 Eyewitness News in the morning and
evening each week featuring your product.
� FEATURE STORIES- You will also be featured in the all NEW! KSEE24 Central Valley
Today. Segments will feature farmers, products, restaurants and grocery stores. Each
segment ends in the kitchen as we illustrate Valley Delicious and drive viewers to buy
product.
� DIGITAL- All content will be repurposed to station social media for maximum exposure,
including CBS47 Eyewitness News Facebook & Twitter and to KSEE24’s Central Valley
Today social media like Facebook and Pinterest.
� INTERNET- A special microsite will be created at the popular website YourCentralValley.com
to store all of the video, recipes and more with links to learn more about your products.
� COMMERCIALS -You will also receive a schedule of :30 commercials professionally
designed to market your product to targeted consumers.
The Time It Takes to
Make Your Marketing Work
13 weeks creates
Market Awareness
26 weeks generate
Market Recognition
52 weeks promotes total
Market Dominance
“The average American over the age of 2 spends more “The average American over the age of 2 spends more “The average American over the age of 2 spends more “The average American over the age of 2 spends more than 34 hours a week watching live television than 34 hours a week watching live television than 34 hours a week watching live television than 34 hours a week watching live television ———— plus plus plus plus another three to six hours watching taped programs.”another three to six hours watching taped programs.”another three to six hours watching taped programs.”another three to six hours watching taped programs.”
*Source: New York Daily News 9/19/12
Saturate Your
Audience
Penetrate Consumers
“Top of Mind”
Dominate Target
Market