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California Olive Committee California Olive Committee

California Olive Committee - PowerPoint Presentation

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California Olive Committee - PPT Presentation

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

california management school industry management california industry school social program media counsel service classroom consumer account online healthy olives

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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 chooseSlide3
Slide4

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 mediaSlide6
Slide7

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