california olive committee 2015 public relations program recommendations
TRANSCRIPT
California Olive Committee2015 Public Relations
Program Recommendations
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Here’s What We Heard From You
• Continue momentum in the school service space
• Don’t abandon what’s been built in the social space and continue talking to consumers
• Find a way to tell a health/nutrition message
• Provide a menu of options to pick and choose
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
2014
Strategic Partnershi
ps
Blogger Conferenc
e
Snacking Program
Test Kitchen
Takeover
Seasonal News
Bureau
Digital/Social Media
Industry Relations
School Service Program
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Objective
Educate current and future consumers about the benefits and usage of California Ripe
Olives and leverage the health and heritage aspects of
California Ripe Olives to drive and increase consumption.
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Strategies
• Play where we have the opportunity to win
• Create a nutrition story• Leverage key influencers to
take our message to decision makers
• Continue talking to consumers through social media
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
2014
Strategic Partnershi
ps
Blogger Conferenc
e
Snacking Program
Test Kitchen
Takeover
Seasonal News
Bureau
Digital/Social Media
Industry Relations
School Service Program
2015
School Service Market
Consumer News
Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
School Service Program Goals
• Continue momentum in school service space after CIA ideation event
• Work to get California Ripe Olives on the USDA Buy List
• Gain acceptance of California Ripe Olives as a sodium reduction option
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
School Service
California Ripe Olives in Schools
Easy as 1 - 2 - 3
+ +
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Easy as 1 - 2 - 3
+ +
umami
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
School Service
Culinary Ambassad
ors
Asset Developme
nt
Strategic Partnership
s
Classroom Activation ++
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Culinary Ambassadors
Bethany MarkeeChefSchool “Lunch Lady”Industry Advocate
Garrett BerdanDietitianRecipe DeveloperIndustry Leader
Proposed Role with COCParticipating at Industry EventsRecipe Concept Development
Proposed Role with COCParticipating at Industry EventsRecipe DevelopmentNutrition Analysis and Messaging
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Asset Development
• Recipes with nutritional analysis• Photography• Color brochure• Branded collateral for events,
social media giveaways• Custom 1-2-3 label and cans for
use at events• Enhanced kids’ section on COC
website
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Take Your Message on the Road and Into the Classroom
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Culinary Institute of America
One of Two Sponsor Demos
Showcase Nine Dishes Made from
One Base
Sponsor and
Participate in 2015 Annual
Conference
Featured ingredient in hands-on
culinary breakout
sessions and student taste
test panel
Two Featured Dishes in Opening Reception
Prominent signage throughout conference, opportunities to sample and share new collateral
PLUS: Invitation to CIA National
School Nutrition Advisory Council Meeting
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
School Nutrition Association
Paid and Earned Opportunities
Aug. Issue Editorial Focus:
“Foundation” Ingredients
One of Six Culinary Demos
Highlight Nine Dishes Made from
One Base
Exhibit, Sample and Share New Collateral
Participate in 2015 Annual
Conference
In-Market Media
Utilize Garrett Berdan in SLC
broadcast
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Classroom ActivationPartner with California’s Ag in the Classroom program
Ad in What’s Growin On? Newspaper Supplement:• Reaches 1-2 million
readers annually • Included in top
California daily newspapers: Sacramento Bee, Fresno Bee, Southern California dailies
• Ad to also live on California Ag in the Classroom website and CalOlive.org
California Olive Fact Sheet • Promoted to every
school in California for curriculum inclusion
• Included in packet with other CA Commodities and provided to 150-200 new teachers weekly
• Lives on California Ag in the Classroom website and CalOlive.org
Classroom Sampling • Direct
engagement with 500+ California teachers to do in-classroom tastings
• Possible inclusion of farmers in the classroom
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
CONSUMER NEWS BUREAU
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
California Ripe Olive News Bureau
Q1 Q2 Q3 Q4
The Hot New Diet that is
Actually More than 20 Years
Old
Easy as 1-2-3 9 Ways to Stuff an Olive
Friendsgiving
Distribute release to print and online news sites focused on the benefits of the Mediterranean Diet and how olives are a big part of it
Produce and distribute full-page color feature that utilizes recipes and photography from school service program
Write and distribute listicle to online news sites focusing on multiple ways to stuff an olive
Produce and distribute full-page color Friendsgiving feature with California Ripe Olives featured in multiple applications
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
CONSUMER NUTRITION OUTREACH
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
RD ENGAGEMENT
Exhibit and sample at
nation’s top dietitian
conference
Establish key nutrition messages
Engage with online nutrition
influencers
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
DIGITAL/SOCIAL MEDIA
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Digital: Ongoing Website Management
• Continue to utilize CalOlive.org as a hub for consumers and industry members
• Ongoing updates to include new recipes and content
• Revamp of “Cooking for Kids” section to include newly developed assets
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Social: Maintenance and Growth of Social Media Properties
• Continue to engage consumers on Facebook, Pinterest and Twitter
• Post multiple pieces of content per week across all social channels
• Grow fan base • Engage followers through seasonal promotions
and giveaways • Utilize blogger partnerships to drive new fans to
the page
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Social: Bloggers as Content Creators
• Activate multiple blogger activations in 2015 to produce new content and consumer engagement
• Leverage blogger content to drive awareness and traffic to California Ripe Olives social properties including social promotions running at the same time
• Utilize assets created beyond promotion
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Social: Quarterly Blogger Activation
Q1 Q2 Q3 Q4
Flavors of the Mediterranean
Easy as 1-2-3 Just Stuff It! Friendsgiving
Create and share recipes featuring Mediterranean flavors with a nod toward the Mediterranean Diet
Share concept with bloggers and invite them to share their favorite black ripe olive/ tomato/garlic creations
Complement news bureau with a blogger campaign focused on stuffed olives
Ask bloggers to create and share Friendsgiving recipes using California Ripe Olives
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
INDUSTRY RELATIONS
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Industry Relations
• Industry newsletters• Strategic counsel
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
MEASUREMENT
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Measurement
2015: ESTABLISH BASELINE
2016: GATHER DATA
2017: GATHER DATA & ANALYZE FINDINGS
• Comprehensive three-year California Ripe Olives Usage & Attitude Study
• Survey 1,000 consumers and 100 school service professionals to achieve representative sample of data
• Professional research team will craft survey to achieve meaningful findings
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
BUDGET
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Budget
$800,000
School Service Program Culinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom
Consumer News Bureau Quarterly online and print releases
Consumer Nutrition Program
RD in-person engagement and online program
Digital/Social Media Website management, Facebook/Twitter/Pinterest management, quarterly blogger programs
Industry Relations Industry newsletters, ongoing counsel
Measurement Year one of usage and attitude study
Account Management Daily account management and counsel
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Budget
$600,000
School Service Program Culinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom
Consumer News Bureau Quarterly Two online and print releases
Consumer Nutrition Program
RD in-person engagement and online program
Digital/Social Media Website management, Facebook/Twitter/Pinterest management, quarterly two blogger programs
Industry Relations Industry newsletters, ongoing counsel
Measurement Year one of usage and attitude study
Account Management Daily account management and counsel
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Budget
$400,000
School Service Program Culinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom
Consumer News Bureau Quarterly Two online and print releases
Consumer Nutrition Program RD in-person engagement and online program
Digital/Social Media Website management, Facebook/Twitter/Pinterest management, quarterly two one blogger program
Industry Relations Industry newsletters, ongoing counsel
Measurement Year one of usage and attitude study
Account Management Daily account management and counsel
Introduction
2014 Overview
Objective
Strategies
2015 Program
School Service
Consumer News Bureau
Consumer Nutrition Program
Digital/Social Media
Industry Relations
Measurement
Budget
Budget$800,000 $600,000 $400,000
School ServiceCulinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom
School ServiceCulinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom
School ServiceCulinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids
Consumer News BureauFour online and print releases
Consumer News BureauTwo online and print releases
Consumer Nutrition ProgramRD in-person engagement and online program
Digital/Social MediaWebsite management, Facebook/Twitter/Pinterest management, four blogger programs
Digital/Social MediaWebsite management, Facebook/Twitter/Pinterest management, two blogger programs
Digital/Social MediaWebsite management, Facebook/Twitter/Pinterest management, one blogger program
Industry RelationsIndustry newsletters, ongoing counsel
Industry RelationsIndustry newsletters, ongoing counsel
Industry RelationsIndustry newsletters, ongoing counsel
MeasurementYear one of usage and attitude study
MeasurementYear one of usage and attitude study
MeasurementYear one of usage and attitude study
Account ManagementDaily account management and counsel
Account ManagementDaily account management and counsel
Account ManagementDaily account management and counsel
California Olive Committee2015 Public Relations
Program Recommendations