foodservice & hospitality industry marketing planner
TRANSCRIPT
CONNECTIONS • SOLUTIONS • DYNAMIC LEADER • INNOVATION
wirestaurant.org608.270.9950
M A R K E T I N G P L A N N E RF O O D S E R V I C E & H O S P I T A L I T Y I N D U S T R Y
Membership in Wisconsin Restaurant Association…Brand new benefits!When you’re a member of WRA, you’re communicating to food and beverage professionals that you care about the restaurant and hospitality industry.
WRA represents every size and style of foodservice establishment in Wisconsin. As a supplier member, you’ll improve your reach to potential prospects, build stronger relationships in the industry, enhance your image and instantly access key business resources.
Membership tiers are structured as sales and marketing packages that you can choose from that fit your company’s business goals as well as budget. Membership tiers range from $570 - $5,000 for an annual investment.
In addition to supporting an organization that is helping shape the future of our industry, we also have built benefits that help you make business connections with food and beverage operators as well as build brand recognition in Wisconsin.
For more information: Alex [email protected] Solutions
Our goal is to bring suppliers and restaurateurs together to develop strong business relationships
ConnectionsExpand your reach and put your brand in front of thousands of our dedicated members
Dynamic LeaderPartner with an organization that’s focused on seeing the industry succeed
InnovationUse our creative advertising opportunities to do business in a virtual market
WRA Restaurant Member Update Mailing$650 + insert for WRA supplier members$750 + insert for non-members
Provide an insert that will be included with WRA’s annual “update” mailing sent to all of its restaurant members. Every year the Wisconsin Restaurant Association sends to its members important business operation updates and information on new government regulations to ensure that they stay in compliance with various state and federal rules. Include your company information in a mailing that’s looked to as a necessary part of their operational needs.
• Provide an insert to be included in this annual mailing
• Limited to four suppliers max
• Sent by USPS in the first quarter of the year
• Sent to 1,300+ primary restaurant members that overseearound 7,000 locations throughout Wisconsin
Member Welcome Package$650 + item for WRA supplier members$750 + item for non-members
Include your product sample or other branded item in WRA’s new member swag bag. These bags will be personally handed out to restaurant owners by WRA staff when welcoming them on as new members. Three membership engagement representatives are actively selling new members across the state all year long.
• Minimum (4) participating companies
• Approximately 300 restaurant members onboard as newmembers within a 12 month period
• Each company can supply up to (2) items
• Commitment runs a full 12 months
For more information: Dawn Faris • 608.216.2834 • [email protected]
Custom eblastsOpportunities range from $750 - $1,150
Reach your target customer directly with customized emails sent directly to foodservice operators in the Wisconsin and Midwest market. You create the message and the Wisconsin Restaurant Association will deploy your HTML eblast to its carefully maintained list of key contacts that own and operate businesses in our market.
• Custom subject line up to 60 characters (including spaces)
• 2 test emails prior to send
• Include logos, photos and weblinks
• Client customized HTML creative as per the provided WRAemail guidelines or high res image with one URL: 600 pxwide x 600 px tall
• Deadline: 10 days prior to desired deployment date
Audiences to Choose From:q Option A:
Wisconsin Restaurant Association Restaurant Members
$750 for WRA supplier members$950 for non-members• Membership list of approximately 2,110+ restaurateurs
that own or operate over 7,000 businesses.
• Email list is cleaned daily as it’s the primary way that wecommunicate with our members
q Option B: Wisconsin Restaurant Association Members + Other Active Prospects
$950 for WRA supplier members$1,150 for non-members • An audience of over 18,000 foodservice & hospitality
owners, managers and other industry professionals
• This audience includes a wide-ranging group of businessesthat have attended events like the Midwest FoodserviceExpo in recent years. SAMPLE
For more information: Amy Nitschke • 608.216.2809 • [email protected]
Weekly Enewsletter“Your Weekly Special” is an e-newsletter delivered to the inboxes of Wisconsin Restaurant Association members every Wednesday. Content is unique to the Wisconsin foodservice market, all developed and designed to create a seamless experience for the readers to easily consume all of the latest news, trends and information.
• Sent to approximately 2,100 unique email addresses of operators thatrepresent over 7,000 locations throughout the state
• Deploy numbers will constantly change with membership renewals andnew sign ups
• All are restaurant members of the Wisconsin Restaurant Association
Billboard Banner 650x90
Skyscraper160x600
(not actual size)
SAMPLE PLACEMENTS
Options & Rates: All rates are for a four week run; ad must remain the same for all 4 issues
Member Rate / Non-MemberBillboard Banner 650 x 90
Premier positioning immediately below the masthead. The billboard ad is one of the first things readers see when they open the newsletter
$300 / $600
Skyscraper 160 x 600
Vertical banner placed in the right column
$190 / $380
Editorial Ad Image 400x400 40-characterheadline and 200character count
This highly visible news section is ideal for promoting your brand and highlighting valuable resources. You write the copy and we drop it in as an article within the newsletter
$300 / $600
For more information: Amy Nitschke • 608.216.2809 • [email protected]
4 Week Promo Package $1,250 for WRA supplier members$1,750 for non-members• Billboard ad in “Your Weekly Special”, an eNewsletter
sent every Wednesday to an audience of 2,100+ WRArestaurant members(ad will run in 4 consecutive issues)
• One custom eblast sent to past Expo attendees and WRAmembers with an audience of other 18,000 foodserviceindustry professionals
• 2 Instagram posts on both of WRA’s pages
• 2 Facebook posts on both of WRA’s pages
Custom Intro Video$1,250 for WRA Supplier Members $1,450 for non-members
With face to face business introductions a challenge these days, we’ve developed a video introduction package that helps you make personal connections virtually with foodservice operators. It’s an open canvas in regards to what you can focus on. It could be a company introduction. You could share some tips. Or you could highlight specific products or services.
• 60-90 second supplier intro video
• One video/week placed in WRA’s weekly enewsletter for onemonth. Newsletter is sent to 2,100+ foodservice operators
• Advertiser produced; Videos can be different or re-run.
• Videos posted to WRA’s social channels
• Placed on dedicated page at www.wirestaurant.org forsix months
• Tips provided by WRA on how to shoot a successfulpromo video
For more information: Amy Nitschke • 608.216.2809 • [email protected]
WR Special Digital EditionTech Playbook
Opportunities include:• Resources for restaurateurs navigating the technosphere
• Advertisements for software and tech solutions for restaurants
• Thought leadership articles offered by tech partners of the industry
*WRA Supplier Member Only Opportunity
Does your company offer technology or software solutions to problems that restaurateurs face?
This Special Edition will be actively distributed to 18,000+ industry professionals.
Audience & Format
• Deployed by email to over 18,000 Wisconsin Restaurant Associationrestaurant members and non-members that have participated in past WRAprograms
• Recipients are primarily located in Wisconsin with some doing business insurrounding states like Illinois and Minnesota
• Hosted as a download on WRA’s website
• Promoted and linked to from all of WRA’s social channels
SUPPLIER RESOURCE FOR RESTAURANTSWRA Supplier Members with Software, Technology and Social Media related products or services receive a free business listing upon completion of form.
• Company Name
• Contact info with active links, email and phone
• Overview of product or services
• Option to upgrade listing with company logo
ADVERTISEMENTThis opportunity lets you sell the benefits of your company or a specific product or service. Choose from half-page and full page ad options.
Continued on next page
Special Digital Edition Software, Technology, and Social Media Solutions for
rapidly changing landscapes in the hospitality industry
THOUGHT LEADERSHIP ARTICLE AUTHORED BY YOUThis unique opportunity lets your company be seen as a content provider on some of the most cutting edge products and services in this space.
As an author of an article that focuses on what operators can do in their businesses to help grow exposure, streamline online ordering and customer loyalty or hone in on critical data to improve procedures, your topic-based approach will provide learning points and demonstrate your expertise and ability to be a great supplier partner.
Topic Ideas Could Include…
• Contactless payment
• POS
• Social media Management
• Customer Loyalty
• Gamification
• Mobile Apps
• Online ordering
• Online Reservations
• Security Systems
• Scheduling apps and software
• Training apps and software
• Inventory Management
• Financial apps and software
Article Requirements
• Supplier writes content and submits by Word doc.
• WRA will design the layout of publication and determine placements
• Must be educational and utilize the “soft selling” approach
• Article can contain company logo, pictures, positioning statement and contact info
Opportunities and PricesWRA Supplier Member Rate
Logo Upgrade Next to Company Listing $100
Half Page Ad $395
One Full Page Ad $650
One Full Page Article $900
Two Page Article $1,600
Three Page Article $2,300
*We highly suggest that multi-page articles have heavy imagery to help storytellthrough visual example.
For more information: Alex Liautaud • 608.216.2821 • [email protected]
Restaurant Insights Summit: A regular webinar training series The Restaurant Insights Summit is a WRA membership benefit that provides foodservice and hospitality professionals with fresh perspectives and practical skills on trending topics. Aligning your company with this training series positions you as an industry expert, allowing you to connect with prospects who are actively looking for education on a key topic or solution to a challenge. Each webinar focuses on different topics that fall under the following business areas: leadership, workforce, marketing, innovation and technology. The current COVID health crisis has added another focus to topics that are geared towards helping operators get through this challenging business climate. Whether it’s having a positive mindset, innovative outdoor dining ideas, successful take-out programs, new sanitation practices, or anything else in-between.
RIS is open to WRA members only and is held the first and third Wednesday of every month at 2 pm. Pre-registration is required for live sessions.
Suppliers can get involved with RIS by becoming a webinar presenter or by sponsorship of a webinar(s).
Presentation Criteria
• Your content must be informative, factual and non-salesy.
• No outright selling or comparison of products and services.
• Topic must fit the needs of our audience.
• Concept must be submitted in advance and approved by Amy Nitschke at [email protected]
WEBINAR PRESENTER
WEBINAR SPONSOR (multiple sponsors allowed)
Single Session: $2,000 Three Sessions: $5,000
Single Session: $950 Three Sessions: $2,300
Six Sessions: $4,000
Logo on event promotions to drive registration (includes thousands of emails) X XLogo on RIS webpage X XLogo on registration confirmations X XCall out in Weekly eNewsletter promo X XLogo visible during the webinar on the WRA moderator’s green screen X
WRA staff introduces the session and thanks all sponsors and presenters X XOngoing engagement via on-demand play that is posted on WRA’s website in the “members only” section
X X
Small segments of the webinar (under two minutes) are posted to social with the presenter and sponsors tagged
X X
Logo in thank you email post-event X XLead presenter or co-presenter (IDEA: ask a restaurateur/customer to co-present with you to bring in the user angle)
X
Name of presenting company published in promotions X
WRA provides turnkey end-to-end program management using Zoom with pre-event prep
X
Option to have logo on corner of each slide or company sign in background X
Webinar topic is introduced by the presenter with a 60-second company “plug” X
List of registrants and their contact information provided post-event X
For more information: Amy Nitschke • 608.216.2809 • [email protected]
Monthly “Foodservice Forum” Advertorial eSeries $1,900 for WRA Supplier Members$2,100 for non members
This unique opportunity is for industry suppliers to share their expertise with foodservice operators throughout the state. This is an excellent opportunity to position your company as a go-to resource by keeping our members on top of trends, consumer behaviors, innovations, business-building ideas and other things that are relevant to the times.
Buyers want to connect with suppliers that they believe are there to help them succeed. This topic-based e-newsletter will provide learning points on things that are impacting the foodservice world. With your company authoring the content that goes into each newsletter edition, you get to demonstrate your expertise and ability to be a great supplier partner.
This Series will be distributed as an eblast, designed to be strictly educational in nature to keep readers interested. Your content will be placed in a templated email that carries the “Foodservice Forum” banner. Your content must be informative, factual and non-salesy.
What’s Included:
• Content authored by you.
• Two emails in the month giving info of value on a specific subject; eachemail should contain different content around the same subject matter. Series topics could be things like: Improving your social media presence, to go menus that help your bottom line, food safety tips, menu add-onsthat help upsell, etc.
• Only one company permitted per month.
• Email deployed to restaurant members of the WRA; approximately 2,110buyers that own or operate over 7,000 businesses.
• Your Advertorial eSeries will be archived with others on WRA’s websitefor up to 12 months
• Positioning statement for your company with links and contactinfo included
• Logos and photos of your choice included within emails
• Provide copy via Word doc and WRA will design SAMPLE NEWSLETTER 2 deployed within
a month
For more information: Dawn Faris • 608.216.2834 • [email protected]
“Ready to Serve Safely” Public Awareness Campaign Sponsorship Options Launching November 2020
The impact of COVID-19 on our state’s foodservice industry has been devastating. In a recent survey conducted by the National Restaurant Association, more than a third of Wisconsin restaurants are unlikely to still be in business six months from now if business conditions continue at current levels. Because the survival of thousands of Wisconsin restaurants is at stake, the WRA is launching a statewide “Ready to Serve Safely” marketing campaign to:
➞ Rally public support for restaurants
➞ Increase customer confidence in dining out at restaurants
➞ Grow the number of diners going to restaurants for dine in, carry-out, delivery and curbside experiences
A key component of the campaign is to promote restaurants who pledge to follow “Ready to Serve Safely” commitment criteria, specifically adhering to FDA and CDC guidelines and Wisconsin and local health department mandates. If Wisconsin restaurants are to survive the coming months, particularly when COVID cases are expected to increase, the public needs to feel confident that restaurants have taken extensive precautions to keep customers and employees safe.
Marketing efforts will focus on statewide Google display and paid social media advertising, a television public service announcement, earned media placements, stakeholder communications and WRA channels such as website, email, newsletters and social media pages.
Amount Sponsorship BenefitsPlatinum $25,000 • First tier prominent placement for logo on the “Ready to Serve Safely” website landing page
• Large logo featured in Restaurant Campaign toolkit• Large logo featured on campaign posters for restaurant display• Large logo featured in campaign emails• Large logo featured on Participating Restaurant Listing on website
Gold $20,000 • Second tier placement for logo on the “Ready to Serve Safely” website landing page• Logo featured in Restaurant Campaign toolkit• Logo featured in campaign emails• Logo featured on Participating Restaurant Listing on website
Silver $10,000 • Third tier placement for logo on the “Ready to Serve Safely” website landing page• Small logo featured in Restaurant Campaign toolkit• Small logo featured on Participating Restaurant Listing on website
Bronze $5,000 • Fourth tier placement for logo on the “Ready to Serve Safely” website landing page• Small logo featured on Participating Restaurant Listing on website
For more information: Connie Fedor • 608.216.2823 • [email protected]
Virtual ProStart Career & Industry Expo Sponsorship OptionsCOVID-19 has drastically changed our society, including how teachers deliver instruction and how students learn material. Amidst all the uncertainty, one thing is clear. Students deserve creative and accessible solutions for learning during this unprecedented and challenging environment.
The weekly Virtual ProStart Expo Learning Series is a unique and impactful way to give students opportunities to connect with hospitality industry professionals, explore diverse career paths and learn skills from top experts. It’s fun, it’s educational and it’s interactive. Even better? Videos and zoom sessions are accessible from home or in the classroom – live or on demand.
The virtual learning series is modeled after the popular ProStart Career & Industry Expos. Students and teachers who participated in the day-long experience had this to say…
“I didn’t realize how many different careers there are in the food industry!”
“I liked hearing the panelists talk about how they got to where they are now.”
“The Expo experience is well linked to academic career planning requirements.”
Each month (from Sep 2020 – May 2021) we release the calendar for 4-5 LIVE and on-demand videos featuring the following sessions: Industry Icon Interviews w/ local and national Culinary & Hospitality celebrities, Career Spotlight Series showcasing the array of careers in our industry, Culinary Demonstrations with top chefs, Behind-the-Scenes Venue Tours, Tips from HR Experts, as well as Spotlight Educational Series.
How Can You Help?
We’re seeking sponsors to help offset the cost of the series. Sponsoring companies will receive recognition in marketing materials, social media, during sessions, on presentation slides and event communications.
Amount Sponsorship BenefitsSession Sponsor
$500 • One Virtual session hosted by company• Company can select topic, date, and time
• Logo on session slides• Logo on pre-session email• One social media post highlighting session• Opportunity to connect with 90+ Wisconsin middle & high schools
For more information: Alex Vernon • 608.216.2802 • [email protected]
ProStart Skills Challenge SponsorshipWe know teens have talent! And now, there’s a fun opportunity for high school students to show off those skills and put their knowledge to the test! The Wisconsin Restaurant Association Education Foundation is hosting our first-ever at home ProStart Skills Challenge, a series of 10 interactive mini competitions focusing on core culinary skills & hospitality management concepts. At stake are cool prizes and bragging rights for the winners!
These virtual mini competitions will feature a variety of challenges and formats, including videos, photos and print. Challenges will run January through May and are free for schools.
Contests Planned
Culinary: TikTok Cook-Off • Know Your Knife Cuts? • Themed Recipe Submission Competitions • Plate it Up: Plating Design Challenge • Serve It Up Safely Trivia Contest
Management: Knowledge Bowl • Master the Menu Design Contest • Introduce Yourself Challenge • Snapchat Filter Showdown
How You Can Get Involved
To help offset the cost of the challenges, we’re offering exclusive sponsorship opportunities for individual contests. Ideally, your business would be matched with a contest that aligns with your core service/mission. It’s a great way to promote what you do AND reach 6,000+ Wisconsin students and future leaders of the industry.
Amount Sponsorship BenefitsSession Sponsor
$1,000 • Recognition as individual contest sponsor• Promoted in contest email to teachers• Promoted on website• Promoted in contest flyer• Promoted in social media posts• Opportunity to judge submissions for that contest• Opportunity to provide branded prize/giveaway to winner(s)
Note: The ProStart Skills Challenge is replacing the 2021 ProStart Invitational due to COVID-19 restrictions and the transition to remote learning for the 2020-21 school year.
For more information: Alex Vernon • 608.216.2802 • [email protected]
WRA Supplier Member Rate Non Member RateRestaurant Member Update Mailing q $650 q $750Member Welcome Package q $650 q $750Custom EblastIdeal Deploy Date: ____________________
q Option A: $750 q Option B: $950
q Option A: $950 q Option B: $1,150
Weekly Enewsletter q Billboard: $300 q Skyscraper: $190 q Editorial Ad: $300
q Billboard: $600 q Skyscraper: $380 q Editorial Ad: $600
Custom Intro Video q $1,250 q $1,4504 Week Promo Package q $1,250 q $1,750Tech Specific Products & Services (Must be a WRA supplier member)
q Logo Upgrade: $100 q Half Page Ad: $395 q One Full Page Ad: $650 q One Full Page Article: $900 q Two Page Article: $1,600 q Three Page Article: $2,300
N/A
RIS Webinar Presenter q Single Session: $2,000 q Three Sessions: $5,000
q Single Session: $2,000 q Three Sessions: $5,000
RIS Webinar Sponsor q Single Session: $950 q Three Sessions: $2,300 q Six Sessions: $4,000
q Single Session: $950 q Three Sessions: $2,300 q Six Sessions: $4,000
Monthly “Foodservice Forum” eSeries q $1,900 q $2,100Ready to Serve Safely Sponsor q Platinum: $25,000
q Gold: $20,000 q Silver: $10,000 q Bronze: $5,000
q Platinum: $25,000 q Gold: $20,000 q Silver: $10,000 q Bronze: $5,000
ProStart Career & Industry Expo Sponsor q $500 q $500ProStart Skills Challenge Sponsor q $1,000 q $1,000
Return to: Dawn Faris • [email protected]
Agreement Please check the boxes below for the opportunities that you’d like to commit to:
INFORMATION
Company: __________________________________________________________________
Contact Person: ____________________________________________________________
Address: ____________________________________________________________________
City/State/Zip:______________________________________________________________
Telephone: ( ) _________________________________________________________
Email Address: _____________________________________________________________
Web Address: _______________________________________________________________
Date Submitted: ____________________________________________________________
PAYMENT
Charge $ _______________________________________ to my: ■■ Visa ■■ MC ■■ Am Ex ■ ■ Disc
Credit Card # _____________________________________________________________________________________________
Name on Card ____________________________________________________________________________________________CVC# _____________
Exp. Date __________________________________ Phone ( )_________________________________________
Billing Address if different from above:
Address: _____________________________________________________________________________________________________
City/State/Zip:____________________________________________________________________________________________
-OR- ■■ Send Invoice for $ _________________________________________________________________________
I understand that this is a non-refundable agreement unless WRA should see a need to cancel. If WRA must cancel for any reason, the money received, minus any deliverables that was already extended to the advertiser, will be returned within 30 days.