Home Revenue Online & Social Media Consumer Advertising Consumer PR Foodservice Retail Research KEY PERFORMANCE INDICATORS – thru May 2014 (Updated 5/12/14) 1.5 Million Circulation Positive direct CAC trade press circulation thru April 2014 54 Foodservice PR Placements 3.7 millions impressions have been secured through April 2014 256,448 Facebook Fans 1.98 MM Facebook Impressions in April Nearly 20,000 visits to new CAC blog 289 Million Consumer/Nutrition PR Impressions Media coverage secured with print, broadcast and online media outlets through April 2014 65 Million Consumer Advertising Impressions 65 million impressions have been secured through April 2014 $1.09 Average Selling Price Category Average Selling Price per Unit for the 4-weeks ending March 23, 2014
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Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
KEY PERFORMANCE INDICATORS – thru May 2014 (Updated 5/12/14)
1.5 Million Circulation
Positive direct CAC trade press circulation thru April 2014
54 Foodservice PR Placements
3.7 millions impressions have been secured through
April 2014
256,448 Facebook Fans
1.98 MM Facebook Impressions in April
Nearly 20,000 visits to new CAC blog
289 Million Consumer/Nutrition PR
Impressions Media coverage secured with
print, broadcast and online media outlets through April
Avg. Selling Price/Unit $0.97 $1.08 +11.7% *Data for final week of the Non-CA Season is not yet available. Prior Non-Season has been adjusted accordingly.
REVENUE – Retail Sales and Volume
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
Off Season
Oct 2013 – Mar 2014
Avg. Retail Price $1.08
California “Season”
Apr – Sep 2013
Avg. Retail Price $1.05
REVENUE – Retail Prices
California “Season”
Apr 2014
Avg. Retail Price NA
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
CONSUMER ADVERTISING – 65 million impressions achieved through America’s Test Kitchen sponsorship and radio ads highlighting the location where California Avocados are grown
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
CONSUMER PUBLIC RELATIONS – News Bureau • Fulfilled ongoing reactive requests by media covering California Avocados • Developed and distributed season opener press release featuring California
Avocado recipes created by Registered Dietitian Ambassador Katie Ferraro, MPH, RD, CDE
• Developed all recipes and corresponding photography for media efforts for the upcoming season
Katie Ferraro, MPH, RD, CDE
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
CONSUMER PUBLIC RELATIONS – News Bureau • Blogger Ambassadors developed their first monthly California Avocado recipe
posts on their blogs for the season • Ambassadors include: Kristen Doyle, Dine and Dish; Dara Michalski, Cookin’
Canuck; Rachael Matthews, A Southern Fairy Tale; Shawn Syphus, I Wash You Dry; Sarah O’Donnell, Average Betty; and Diane, Created by Diane
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
Nutrition Communications – News Bureau • Registered Dietitian Ambassadors began their seasonal media
efforts around the nutritional benefits of California Avocados • Both Michelle Dudash, RDN and Katie Ferraro, MPH, RD, CDE
hosted broadcast segments in Phoenix and San Diego respectively
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
Nutrition Communications – California Dietetic Association • CAC hosted a booth at the California Dietetic Association annual
meeting • Promoted nutritional benefits of California Avocados to more
than 700 Registered Dietitians through one-on-one education, distribution of materials and product sampling
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
CONSUMER PUBLIC RELATIONS – Impressions
*This is a comprehensive total of all PR-related coverage from November 1, 2013 – April 30, 2014. It includes print, broadcast and online coverage, as well as program extension coverage (such as social media posts from our Artisan Chefs, R.D. Ambassadors etc.), year-to-date, and therefore is higher than traditional media impressions
• Total consumer impressions secured to date: 289,878,254
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
Mobile site • # of Visits: 14,005 (24% increase MoM) • Page Views/Visit: 1.68 (6.9% decrease YoY) • Time on site: 1:00 (22% decrease MoM)
Social Media • Facebook
− Total fans: 256,448 (2.6% increase MoM) − Impressions: 1.98 MM (94% increase MoM) − New likes: 6,757 (79% increase MoM)
Consumer Website • # of Visits: 83,072 (10% increase MoM) • Page Views/Visit: 2.2 (6.8% decrease MoM) • Time on site: 1:54 (7.6% decrease MoM) • Total Page Views: 184,020 (3% increase MoM) • Unique Visitors: 62,164 (45% increase MoM)
Consumer Blog • # of Visits: 19,915 (72% increase MoM) • Page Views/Visit: 2.1 (13% decrease MoM) • Time on site: 1:51 (24% decrease MoM) • Total Subscriptions: 324 (37% increase MoM)
Email • # of Subscribers added: 964 • Average Open Rate: 24% • Click through rate: 13.5% • Top clicked content: Spring into California
Avocado Season (CAC’s season opening recipe campaign)
*Note: YoY – Year over Year / MoM – Month over Month – Due to extensive advertising by other associations, visits and page views were effected. Very positive growth in mobile and social media show robust engagement on other platforms
Win(s) of the month: • Visits to The Scoop Blog are up 72% MoM (nearly 20k) • Facebook impressions topped 1.98 Million!
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RETAIL – Retail Meetings through April Corporate Accounts
CAC co-sponsored the FPFC luncheon at the Sheraton Cerritos on Wednesday, April 23. CAC spear-headed the Fresh Snack Challenge for Kids in an interactive challenge with the audience, creating fun, kid-appealing snacks using the sponsors products: a California Avocado, one Tasti-Lee Tomato, Bolthouse Baby Carrots and Frieda’s Purple Snow Peas.
The snack challenge was held in conjunction with Produce Marketing Association’s (PMA) President Cathy Burns keynote presentation where she spoke about the Eat Brighter program; PMA’s partnership with Sesame Street and plans to increase consumption of fresh fruits and vegetables to children.
Fresh Produce & Floral Council (FPFC) – Southern California
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RETAIL – Trade Public Relations Coverage • Total FY 2013-14 Year-to-Date More than 1.5 million direct CAC trade press
circulation
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RETAIL – Trade Public Relations Coverage Season Opener and Snacking Initiatives Received Excellent Pick-Up
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RETAIL – SRD and Retail Communications Produce for Better Health 2014 Annual Conference Twenty-four supermarket dietitians attended the Produce for Better Health’s Annual Conference in Scottsdale last month to discuss consumer trends and interests around nutrition and eating habits. This three-day event provided the opportunity to reach SRDs and influencers in group and one-on-one setting to meet, network and brainstorm ideas to promote California Avocados through the SRDs and their ongoing connections with consumers.
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
Three print ads are running in Restaurant Hospitality, Food Management and Plate magazines.
Upscale
Jeff Rossman & The Martins Locavore
Casual Chain
Denny’s & The Lyalls Breakfast
Contract Feeder
Sodexo & Gordon Kimball Quality/Mindful
FOODSERVICE – Advertising
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
FOODSERVICE – Public Relations Coverage • Number of placements in foodservice editorial from November ’13 – April ’14
− 54 placements (3,686,042 impressions)
Editorial
PR Online
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
FOODSERVICE – Chain Promotion Coverage
2014 Chains Contacted: 57 2014 Chain Promotions in Negotiation: 21