2015 Public Relations Program Recommendations Heres What We Heard F rom You Continue momentum in the school service space Dont abandon whats been built in the social space and continue talking to consumers ID: 551578
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Slide1
California Olive Committee
2015 Public Relations Program RecommendationsSlide2
Here’s What We Heard
From YouContinue momentum in the school service space
Don’t abandon what’s been built in the social space and continue talking to consumersFind a way to tell a health/nutrition messageProvide a menu of options to pick and chooseSlide3Slide4
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.Slide5
Strategies
Play where we have the opportunity to winCreate a nutrition storyLeverage key influencers to take our message to decision makers
Continue talking to consumers through social mediaSlide6Slide7
School Service Program Goals
Continue momentum in school service space after CIA ideation eventWork to get California Ripe Olives on the USDA Buy ListGain acceptance of California Ripe Olives as a sodium reduction optionSlide8
School Service
California Ripe Olives in SchoolsEasy as
1 - 2 - 3
+
+Slide9
Easy as
1 - 2 - 3
+
+
umamiSlide10
School Service
+
+Slide11
Culinary Ambassadors
Bethany Markee
Chef
School “Lunch Lady”
Industry Advocate
Garrett Berdan
Dietitian
Recipe Developer
Industry Leader
Proposed Role with COC
Participating at Industry Events
Recipe Concept Development
Proposed Role with COC
Participating at Industry Events
Recipe Development
Nutrition Analysis and MessagingSlide12
Asset Development
Recipes with nutritional analysisPhotographyColor brochure
Branded collateral for events, social media giveawaysCustom 1-2-3 label and cans for use at eventsEnhanced kids’ section on COC websiteSlide13
Take Your Message on the Road and Into the ClassroomSlide14
Culinary Institute of America
One of Two Sponsor Demos
Showcase Nine
D
ishes
M
ade from One
B
ase
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 MeetingSlide15
School Nutrition Association
Paid and Earned Opportunities
Aug. Issue Editorial Focus:
“Foundation” Ingredients
One of Six Culinary Demos
Highlight Nine
D
ishes
M
ade from One
B
ase
Exhibit, Sample and Share New Collateral
Participate in 2015 Annual Conference
In-Market Media
Utilize Garrett
Berdan
in SLC broadcastSlide16
Classroom Activation
Partner 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 classroomSlide17
CONSUMER NEWS BUREAUSlide18
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
Friends
giving
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 applicationsSlide19
CONSUMER NUTRITION OUTREACHSlide20
RD ENGAGEMENT
Exhibit and sample at nation’s top dietitian conference
Establish key nutrition messages
Engage with online nutrition influencersSlide21
DIGITAL/SOCIAL MEDIASlide22
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 Slide23
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 Slide24
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 promotionSlide25
Social:
Quarterly Blogger Activation
Q1
Q2
Q3
Q4
Flavors of the Mediterranean
Easy
as
1-2-3
Just Stuff It!
Friends
giving
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 OlivesSlide26
INDUSTRY RELATIONSSlide27
Industry Relations
Industry newslettersStrategic counselSlide28
MEASUREMENTSlide29
Measurement
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 Slide30
BUDGETSlide31
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 counselSlide32
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 counselSlide33
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 counselSlide34
Budget
$800,000
$600,000
$400,000
School
Service
Culinary
Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom
School
Service
Culinary
Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom
School
Service
Culinary
Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids
Consumer News
Bureau
Four
online and print releases
Consumer News
Bureau
Two online and print releases
Consumer Nutrition Program
RD in-person engagement
and online program
Digital
/Social Media
Website management, Facebook/Twitter/Pinterest
management, four blogger programs
Digital
/Social Media
Website management, Facebook/Twitter/Pinterest
management, two blogger programs
Digital
/Social Media
Website management, Facebook/Twitter/Pinterest
management, one blogger program
Industry Relations
Industry
newsletters, ongoing counsel
Industry Relations
Industry
newsletters, ongoing counsel
Industry Relations
Industry
newsletters, ongoing counsel
Measurement
Year one of usage and attitude study
Measurement
Year one of usage and attitude study
Measurement
Year one of usage and attitude study
Account Management
Daily
account management and counsel
Account Management
Daily
account management and counsel
Account Management
Daily
account management and counselSlide35
California Olive Committee
2015 Public Relations Program Recommendations