2015 Marketing & Sales Leaders Forum Committee Plan

Marketing & Sales Leaders Forum2015

Chair: Paul GereVice Chair: Kathleen Schartner

“Providing our Member Community and industry partners the opportunity to enhance the consumer’s enjoyment of the foodservice choice”

IFMA Vision

“Enabling our Member Community to focus on critical issues affecting their businesses and the industry”

IFMA Mission

Consumers

Operators

Enable Members & Industry

IFMA 2020 Strategic Plan

Enhance Value of

Foodservice ChoiceNew, Deep Understanding of

Consumer: Occasions & Eater Types

Co-create Value with

Operators:

Route to Consumers

Develop New

Insights & Best Practices

Supporting Co-creation

Champion

Insights &

Best

Practices

IFMA 2020 Strategic Imperatives

Enhance Value

of Consumer Foodservice Choice

Consumers

Operators

Members

Focus Supporting Initiatives

Create New Consumer-Driven View of Foodservice

Create Actionable Insights & Best PracticesCo-Create Value

with Operators Through Demand-Creationand Supply-Chain

Improvement Efforts

Enable Members to Excel Given the New Basis of Competition

Drive Learnings through Connectivity Forums-Presidents Conference-COEX-Marketing & Sales

Leaders Forum-Gold & Silver Plate-Fundamentals

-Strategic Issues Series-Small/Mid Size Business-Website

-Foodservice Landscape-Foodservice Insights Library-Consumer Planning Program-Washington Insights-SCORE-Center of Excellence-GS1

-28 Occasions-4 Eater Types

Operator Collaboration-Chains-Collaboration Model-Activation Support

Operator Collaboration-Ind.-Foodservice Category Mgt.-Digital Marketplace

Educational Foundation-Scholarships-GSP Society

Center of InsightsInsights that drive

strategy & execution

Center of Best PracticesProven foodservice

best practices

Center of ConnectivityConnect to share, learn

and execute

Consumer Planning ProgramC – P. Gere VC – D. Rizley

Foodservice FundamentalsC – J. Flood VC – E. Hetrick

Small/Midsize BusinessC – B. McClellan VC – K. Schartner

Category ManagementC – B. Shanley VC – K. Jackson

GS1C – L. Oberkfell

SCOREC – R. Ferranti

Educational FoundationC – K. Schartner VC – J. Flood

Operator Collaboration ModelC – J. Bybel VC – B. McClellan

Gold & Silver PlateC – R. Hepponstall VC – B. Sherwood

Presidents ConferenceC – P. Miele VC – S. Marshall

COEXC – M. Cannon VC – D. Rizley

Navy ForumC – F. Graves VC- J. Halpern

Marketing & Sales Leaders ForumC – P. Gere VC – K. Schartner

Center of ExcellenceC – R. Ferranti VC – J. Bybel

Centers of Excellence2015 COMMITTEE LEADERSHIP

Washington InsightsC – N. Laackman VC – V. Mulder

MembershipC – B. McClellanC – M. Simmonds

BOARDLEADERSHIP

AuditC – K. Delahunt

VC – D. Davis

CompensationC – R. Ferranti VC – J. Bybel

AwardsC – J. Bybel

VC – K. Delahunt

Strategic PlanC – R. Ferranti

GovernanceC – R. FerrantiVC – J. Bybel

Digital MarketplaceC – R. Hepponstall VC – J. Flood

Strategic Issues SeriesC – R. Kirkpatrick V. TBD

Committee Members:

Paul Gere C McCain Foods USA

Kathleen Schartner VC Farmer Brothers

Arliene Bird Ecolab

Leslie Chase Tyson

Bill Fischer Fischer Paper Products

Sherri Hager CSM Bakery Solutions

Josh Halpern Anheuser-Busch

Mike Holzworth Hospitality Mints

Deborah Jackson PepsiCo

Kevin Jackson JM Smucker Company

Jon Kiefer McCain Foods USA

Jennifer McDavid Tyson

Todd Montazzoli Nestle Professional

Steve Nemeth Southeastern Mills

Tom Rupkey ConAgra Foods

Cory Sexson FoodHandler

Alan T. Sterling Wayne Farms LLC

Hugh Sullins Epi Breads

Kevin Toale Georgia Pacific

Scott Tomes Bongards Creameries

Monique Vetri JR Simplot

Ben Wexler Whitewave

Steve Wood Kraft

John Lehmann IFMA Liaison

Marketing & Sales Leaders Forum

General Committee Responsibilities

• Refine “Objective,” “Positioning Statement,” Strategies,” “Goals” and “Tactics”

• Commit to “Financial Goals”

• Gain agreement with Executive Committee

• Support execution

• Make “best efforts” to attend all committee meetings/calls. If unable, inform committee chair

• Attend events and participate in program

• Keep best interests of Membership in mind

• Conduct post analysis and provide recommendations for improvement

Context:• Only Insights & Best Practices Program for Foodservice Sales &

Marketing professionals• Forum that showcases IFMA’s Insights & Best Practices work• Should be a part of Members go-to-market plans• Re-vamped in 2011 • Most value attained when members send both their sales &

marketing teams• Program rotates every year to a different IFMA member location

Marketing & Sales Leaders Forum

Objective:

Create a conference that supports business planning and execution by providing critical and relevant “Market Insights” and “Best Practices.”

Positioning Statement:

For sales and marketing leaders who drive business planning and

execution, the Marketing & Sales Leaders Forum is an event that

combines Market Insights and Best Practices to enable winning

strategies, plans and execution.

(target)

(need)

(point of differentiation)

Marketing & Sales Leaders Forum

Goals:

• Attendance Revenue: $210M

• Sponsorship Revenue: $25M

• Paid Attendance: 185

Strategies:

• Establish committee to set direction and support execution. Link IFMA’s internal processes and resources.

• Build and execute integrated marketing plan. Focus on content and speakers

• Link to OCM, FCM, CPP, FS 2020, Connectivity forums

Marketing & Sales Leaders Forum

Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes and resources

Marketing & Sales Leaders Forum

Tactics

Who When Done

Select Chair & Vice Chair JG/JL w/o 12/15 w/o 12/15

Identify and invite prospective committee members JL/TD/CL w/o 1/15 w/o 1/15

Review Committee members and preliminary deck with Chair & Vice Chair

JL w/o 1/15 w/o 1/15

Coordinate first committee meeting and drive committee members to website for deck review

JL w/o 1/15 w/o 1/15

Hold first committee meeting, review deck, and set calls JL w/o 1/20 w/o 3/16

Content ideation session Committee w/o 1/20 w/o 4/13

Evaluation, selection and preliminary draft of content Committee w/o 3/10 w/o 4/13

Create agenda from base content Committee w/o 3/24 w/o 4/13

Identify speakers, panelists and moderators Committee w/o 6/2 w/o

Specify Room Setup, F&B and AV requirements IFMA w/o 7/7 w/o

Marketing & Sales Leaders Forum

Tactics

Who When Done

Develop flow document IFMA w/o 6/2 w/o

Secure PPT’s, videos, etc. IFMA w/o 7/21

Finalize PPTs, videos, etc. IFMA w/o 7/28

Set and execute prep schedule for speakers, panelists and moderators

IFMA w/o 6/30 w/o

Conduct rehearsals w/o 8/4

Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes and resources

Marketing & Sales Leaders Forum

Tactics

Who When Done

Prepare Post Conference Surveys JL/TS w/o 7/22

Prepare conference survey results JL w/o 8/26

Committee evaluation (Post conference call) Committee w/o 9/9

Space for additional Content

Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes and resources

Marketing & Sales Leaders Forum

Tactics

Who When Done

Develop communication plan, including all electronic, printed, web and personal communications outlined

IFMA w/o 1/06 w/o 1/06

Draft creative brief for overall conference IFMA w/o 3/9 w/o 4/13

Save the date announcement postcard or email IFMA w/o 4/20 w/o

Synchronize with content development IFMA Ongoing

Monitor and report status of communications plan and registrations IFMA w/o 6/22 w/o

Self mailer w/conference highlights IFMA w/o 7/6 w/o

Committee member outreach to those not registered Committee w/o 6/1 w/o

Determine sponsorship opportunities IFMA w/o 5/4 w/o

Sponsorship one pager for limited distribution IFMA w/o 6/1 w/o

Finalize sponsors IFMA w/o 6/29 w/o

Strategy: Build and execute integrated marketing plan. Focus on content and speakers