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2012 Marketing Communications Program Marketing Communications Committee Meeting Feb. 16, 2012

2012 Marketing Communications Program Marketing Communications Committee Meeting Feb. 16, 2012. The Goal.

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2012 Marketing Communications Program Marketing Communications Committee Meeting Feb. 16, 2012

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  1. 2012 Marketing Communications Program Marketing Communications Committee Meeting Feb. 16, 2012

  2. 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.

  3. 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.

  4. Ground Turkey Plan Work to promote the versatility of ground turkey while demonstrating important at-home food safety practices.

  5. 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”

  6. Ground Turkey Plan Spokesperson: Average Betty Who is Average Betty? Sara O’Donnell Food lover Blogger Recipe author Video producer  > 3 million views on YouTube

  7. 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

  8. 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.)

  9. Social Media Goals Facebook and Twitter Track 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

  10. Nutrition MyPlate Strategic Partnership Communicate turkey’s nutrient-rich profile

  11. Nutrition AMS/FNS Partnership Work to get more turkey products on the government’s feeding program Quarterly conference calls

  12. Nutrition Society for Nutrition Education and Behavior Meeting: Attend July 14-17, 2012, Washington, D.C.

  13. Foodservice Foodservice 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)

  14. Interactive Upgrade EatTurkey.com Launch by November 2012 Continue to measure web traffic

  15. Research Update Marketplace Survey (July 2012) Potential Consumer Research?

  16. Budget MyPlate Strategic Partnership: $20,000 Society for Nutrition Education: $340 IFEC: $10,000 T.O.M. Award: $400 Food Photography: $10,000 Chef: $10,000 Average Betty: $2,000 Multimedia News Release: $25,000 BusinessWire: $1,000 Satellite Media Tour: $25,000 Photo Contest: N/A Web Update and Maintenance: $50,000 Marketplace Survey: $1,000 Consumer Research?: $12,000 Total: $166,740

  17. Questions?

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