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FY12 Marketing Calendar

FY12 Marketing Calendar. July 7, 2011. FY12 Marketing Plans. Objectives Continue to expand awareness of the Sea Best brand within identified core markets Support and expand distribution in core retailers carrying the Sea Best brand Gain distribution in new retail chains

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FY12 Marketing Calendar

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  1. FY12 Marketing Calendar

  2. July 7, 2011 FY12 Marketing Plans

  3. Objectives • Continue to expand awareness of the Sea Best brand within identified core markets • Support and expand distribution in core retailers carrying the Sea Best brand • Gain distribution in new retail chains • Provide sales materials to Sea Best sales team that will aid in sell-in to retail chains • Add incremental funding as needed to support distribution gains Approach • Concentrate marketing support during primary seafood consumption periods • Focus marketing efforts around core retailers with strong distribution of Sea Best products • Utilize social media and online marketing tools to provide ongoing awareness outside of primary time periods • Optimize spend for online advertising media based on learnings from FY11 • Leverage tie-in partnerships to provide meal solutions and offset costs

  4. Positioning

  5. The Target Consumer

  6. Consumer Decision Stages Consumer Questions: Who am I serving? What do they like? How long do I have? What protein will I use? How should I prepare it? What meals do I want to make? What items do I already have? What coupons do I have? What items are on sale at my retailer? What retailer should I visit? Where do I find the items on my list? What is on sale? Which items are for me and my family? Can I easily prepare these items? How do I prepare this? Where can I find recipes to prepare what I purchased? Does my family like it? What do I serve with it? Did the product meet my expectations? Should I purchase it again? What other items does this brand have? What other ways/times can I use this product?

  7. Media Strategy Considered Media Drive Awareness and Education: TV, Radio, PR, Print, Online, Social Media, Website Drive Awareness/Consideration: Website, FSI, Promotions, Online Couponing AWARENESS/FAMILIARITY Drive Trial and Purchase: In-store, Sampling SHOP Drive Education and Usage: Website, Meal Solution Partners, Recipes PURCHASE Drive Repeat Purchase: Product Performance, In-Pack Incentives, Email, Website, Community

  8. Analysis 2011

  9. Continued analysis

  10. Continued analysis

  11. Marketing Plan Detail

  12. Social Media • Tips and recipes for grilling • “What’s Your Seafood Grilling IQ?” giveaway • Consumers answer a series of questions about grilling seafood, learn their grilling IQ and get entered into a grilling prize pack giveaway • Winner selected at random to receive prize pack (Sea Best coupons and grilling tools) • “About a fish” posts feature ideal fish for grilling • “How do you grill your seafood?” poll • Ongoing seafood education • Seabest.com • Homepage features summer recipes • Promo page features grilling giveaway June – August 2011 Objective: Drive usage of Sea Best bagged products during grilling season Provide ideas and inspiration for grilling seafood from Sea Best, helping establish the brand as a resource Communication Focus: Bagged: Grilling Education and Summer Entertaining Execution Elements:

  13. Half-page FSI (9/18/11) • $0.75 coupon on any Sea Best Product • QR code linking to “Where to Buy” • Online Banner Ads (geotargeted) • Undertone Network • Federated Media Blog Network • Food Network • Public Relations • Blogger Cooking Event* • Invite local area bloggers within Jacksonville to a seafood night event • Chef Brian prepares signature Sea Best recipes and provides free product to blogger attendees • Attendees are asked to share additional tips, product/recipe reviews, and recipe ideas on their blogs • Social Media • “Freeze the Moment” Contest • Consumers upload pictures of their seafood night to Facebook • Fans vote on their favorite image and top 3 win a seafood night prize pack • Tips and recipes for creating seafood night at home • eNewsletter • Recipe ideas, coupon link, promotions • Seabest.com • Homepage features seafood night recipes • Promo page links to Facebook contest September – October 2011Objective: • Drive awareness and usage of Sea Best boxed products, encouraging consumers to use Sea Best seafood to create their own seafood night at home • Place seafood top-of-mind as an exciting alternative to consumers’ current meal routines and help consumers integrate seafood into their family’s diet Communication Focus: Boxed and Bagged: Seafood Night Execution Elements:

  14. Online Banner Ads (geotargeted) • Federated Media Blog Network • Undertone Network • Food Network • Online Network Coupon (geotargeted) • $0.75 coupon on any Sea Best Product • On-Package Coupon • $0.75 coupon • Public Relations • Charitable Volunteer Day • BSF employees volunteer one day at Second Harvest in Jacksonville leading up to the holiday season • In-Store Signage • Shelf Talkers • QR code with recipes • Social Media • “Freeze the Moment” Poll • Consumers are polled on their favorite holiday family traditions • Fans who complete the poll are entered into a holiday party pack drawing • Tips and recipes for creating seafood night at home • Ongoing seafood education • Seabest.com • Homepage features holiday entertaining recipes • Promo page links to Facebook contest • eNewsletter • Recipe ideas, coupon link, promotions November - December 2011 Objective: • Drive awareness and usage of Sea Best products during the holiday • Place Sea Best seafood top-of-mind as a refreshing alternative to the typical holiday food Communication Focus: Boxed and Bagged: Holiday Entertaining Execution Elements:

  15. Full-Page Partner FSI • NatureSweet partnership • $0.75 coupon on any Sea Best product • QR code linking to “Where to Buy” • Social Media • Tips and recipes for healthy eating and seafood preparation cross promoting with NatureSweet • Healthy living poll • Ongoing seafood education • Online Banner Ads (geotargeted) • Undertone Network • Seabest.com • Homepage features Healthy Living recipes • Promo page links to Facebook contest • Crosslink with NatureSweet • eNewsletter • Recipe ideas, coupon link, promotions January 2012 Objective: • Drive awareness and usage of Sea Best products during the new year and pre-Lent season • Provide consumers with ideas on how to use Sea Best products to incorporate healthy eating into their resolutions to eat right Communication Focus: Bagged: Healthy Living Execution Elements:

  16. Full-Page Partner FSI • Possible partners: • Salsas and chutneys • NatureSweet • $0.75 coupon on any Sea Best product • QR code linking to “Where to Buy” • Online Banner Ads (geotargeted) • Federated Media Blog Networks • Undertone Network • Food Network • Public Relations • 2nd Market Blogger Cooking Event* • Low Income Area Seminar • Work with Second Harvest to offer free educational seminar on meal preparation and nutritional benefits of fish • In-Store Signage • Shelf Talk in 1,019 stores • 1 location in front of Sea Best • Social Media • “Top It Off” recipe suggestions, cross promotion with partners • Ongoing seafood education • Seabest.com • Homepage features topping recipes • Promo page links to Facebook contest and partner site • eNewsletter • Recipe ideas, coupon link, promotions February 2012 Objective: • Drive awareness and usage of Sea Best bagged products during the Lent season • Give consumers an easy way to incorporate seafood into their diet as well as provide an exciting alternative for Fish Friday Communication Focus: Bagged: Top It Off: Offer ways to pair fish fillets and salsa, chutney or other toppings that consumers can use for a quick, tasty dish. Execution would include a grid with different fish types and salsas that can be paired with the fish for a complete dish. Execution Elements:

  17. Half-Page FSI • Possible partners: • Louisiana Fish Fry • Bimbo Bakeries • NatureSweet Tomatoes • $0.75 coupon on any Sea Best product • QR code linking to “Where to Buy” • Online Banner Ads (geotargeted) • Federated Media Blog Networks • Undertone Network • Food Network • Public Relations • 3rd Market Blogger Cooking Event* (dependent on success of Jacksonville event) • Charitable Volunteer Day • BSF employees volunteer one day at Second Harvest in Jacksonville • In-Store Signage • 1,019 stores, 1 location in front of Sea Best • Social Media • “Freeze the Moment” Contest • Consumers are asked to share their favorite Fishwich tips on Facebook for a chance to win • Winner receives coupons for free Sea Best and partner product • Fishwich Friday recipes provided each week • Ongoing seafood education • Seabest.com • Homepage features Fishwich recipes • Promo page links to Facebook contest and partner site March 2012 Objective: • Continue to drive usage of Sea Best bagged products during the Lent season • Give consumers more easy ways to incorporate seafood into their diet as well as provide an exciting alternative for Fish Friday Communication Focus: Bagged: Fishwich Fridays: Give consumers new, simple and exciting fish sandwich ideas, incorporating partners for accompanying sandwich toppings and condiments. Execution Elements:

  18. Social Media • Tips and recipes for grilling • “Freeze the Moment” Contest • Consumers upload pictures of their seafood cookout to Facebook • Fans vote on their favorite • Winner receives coupons for free Sea Best and portable grill • “About a fish” posts feature ideal fish for grilling • “How do you season your seafood?” poll • Ongoing seafood education • Seabest.com • Home page features summer recipes • Promo page features grilling giveaway April – May 2011 Objective: • Drive usage of Sea Best bagged products during grilling season • Provide ideas and inspiration for grilling seafood from Sea Best, helping establish the brand as a resource for new grilling ideas Communication Focus: Bagged: Grilling Education and Summer Entertaining Execution Elements:

  19. Account-Specific Programs Objective: • Support retailer-led initiatives to drive awareness and sales of Sea Best product during key time periods Execution Elements: • Ongoing POS • Freezer Door Clings • Develop clings that remind shoppers to incorporate seafood into their diet as part of the new dietary guidelines • Clings will be available throughout the year for sales team to utilize within key accounts (sales team must sell in to the retailer) • Additional Support TBD • Will be reviewed as opportunities arise and evaluated based on need, retailer engagement and volume potential Time Periods Identified for Additional Support: • Holiday • Lent

  20. Seabest.com INTRO Landing Page Wireframe VIDEO NEW CONTENT: TIPS/IDEAS/EDUCATION RECIPE RECIPE RECIPE RECIPE Objectives • Provide ongoing value to visitors that will increase visits and length of time on site • Optimize content to increase organic SEO Execution Elements • Landing Pages • Healthy Eating • Parties/Entertaining • Seafood Night/Kid-Friendly Meals • Quick Meals • 12 New Recipes • Utilize Chef Brian’s recipes • Shoot photography • Content Updates • Updated homepage and promo page based on marketing calendar

  21. Trade Advertising June Starting August Objective: • Drive awareness of Sea Best and Beaver Street Fisheries within the retail seafood industry Execution Elements: • Trade Publication Advertising • Full-page ads in publications targeting retail buyers within the seafood category • Seafood Business • Frozen & Dairy Buyer • Progressive Grocer • RFFR • Timing of ads will align with relevant editorial content and/or upcoming trade shows • RFFR publication will be monitored to evaluate effectiveness and stability Creative:

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