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FY12 Marketing Calendar

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FY12 Marketing Plans

July 7, 2011

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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

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Positioning

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The Target Consumer

Consumer Decision Stages

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?

Consumer Questions:

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?

Media Strategy

AWARENESS/FAMILIARITY

PURCHASE

SHOP

Drive Awareness and Education: TV, Radio, PR, Print, Online, Social Media, Website

Considered Media

Drive Awareness/Consideration: Website, FSI, Promotions, Online Couponing

Drive Trial and Purchase: In-store, Sampling

Drive Repeat Purchase: Product Performance, In-Pack Incentives, Email, Website, Community

Drive Education and Usage: Website, Meal Solution Partners, Recipes

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Analysis 2011Strengths1. Ability to provide more variety in the

seafood case versus competition2. High quality-control standards and

process3. Environmentally conscious: Certified

by BAP, ACC, Marine Stewardship Council

4. Ability to react quickly to source and fulfill retailer and/or consumer needs

Opportunities1. Growing focus from retailers on

sustainability2. Increased dietary guidelines for

seafood consumption3. Expansion of Sea Best offerings

within existing retailers4. No national brand in bagged

unbreaded, uncoated offerings

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Continued analysis

Strengths1. Ability to provide more variety in the

seafood case versus competition2. High quality-control standards and

process3. Environmentally conscious: Certified

by BAP, ACC, Marine Stewardship Council

4. Ability to react quickly to source and fulfill retailer and/or consumer needs

Leveraging Strengths1. Core communication message focuses

on variety2. Be prepared for social media

questions on quality control3. Social media and Seabest.com

communication reinforces commitment to environment

4. Launch new, on-trend products with PR and marketing support

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Continued analysis

Opportunities1. Growing focus from retailers on

sustainability2. Increased dietary guidelines for

seafood consumption3. Expansion of Sea Best offerings within

existing retailers4. No national brand in bagged

unbreaded, uncoated offerings

Leveraging Opportunities1. Highlight sustainable options in sales

materials and during sell-in2. Core communication, especially in

social media, reinforces seafood as part of a healthy diet

3. Sales materials highlight variety of Sea Best offerings and importance of bagged to the category; in addition, leverage marketing to expand offerings

4. Leverage BSF expertise in marketing materials; communication tone, message and professional design identifies Sea Best as a national brand

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Marketing Plan Detail

June – August 2011Objective: • 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:• 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

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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:• 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

• 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

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November - December 2011Objective: • 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:• 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

• 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

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January 2012Objective: • 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: • 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

• 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

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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:• 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

• 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

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March 2012Objective: • 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:• 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

• 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

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April – May 2011Objective: • 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:• 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

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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

Account-Specific Programs

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Seabest.com

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

INTRO

VIDEO

NEW CONTENT: TIPS/IDEAS/EDUCATION

RECIPE

RECIPE

RECIPE

RECIPE

Landing Page Wireframe

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:

Trade Advertising

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June Starting August