2012 Marketing Communications Program

Marketing Communications Committee MeetingFeb. 16, 2012

The Goal

Keep turkey in the minds of all audiences and increase turkey use by providing consistent and positive messages, education materials and industry information that promote and protect the turkey industry.

The Strategy

Promote turkey’s attributes with a strong emphasis on its nutrient-rich profile while educating about good food safety practices in the home.

Ground Turkey Plan

Work to promote the versatility of ground turkey while demonstrating important at-home food safety practices.

Ground Turkey Plan

Chef Spokesperson: Mark Bucher, Founder of The Burger Joint What is The Burger Joint?

20 locations in 9 states + D.C. Turkey Burger on the Menu – “impossibly flavorful”

Ground Turkey Plan

Spokesperson: Average Betty Who is Average Betty? Sara O’Donnell

Food loverBloggerRecipe authorVideo producer 

> 3 million views on YouTube

Traditional Media Tactics

Multimedia News Release with Mark Bucher Goal: Reach audience of 220 million

Multimedia News Release with Average Betty through BusinessWire

Goal: 650 link clicks, 660 release views and 7,000 headline impression (based on ‘09 Vlogger Release)

Satellite Media Tour with Mark Bucher Goal: 20 interviews

Social Media Tactics

YouTube Video: Average Betty Track success based on similar videos on turkey channel.

Photo Contest Fans/Followers submit turkey plate shots Prizes (members coupons, etc.)

Social Media Goals

Facebook and TwitterTrack where Facebook and Twitter rank as top referring sites to EatTurkey.com. Increase # of Facebook fans by 25%: 775 to 970 fans Increase # of Twitter followers by 300: 1,295 to 1,600 followers

Nutrition

MyPlate Strategic Partnership Communicate turkey’s nutrient-rich profile

Nutrition

AMS/FNS Partnership Work to get more turkey products on the government’s feeding program Quarterly conference calls

Nutrition

Society for Nutrition Education and Behavior Meeting: Attend

July 14-17, 2012, Washington, D.C.

FoodserviceFoodservice PR: Promote menu applications and food photography – emphasis on QSR Magazine and ground turkey U.S. Personal Chefs Assoc.: Aug. 3-5, D.C. IFEC Conference: Nov. 5-8, Nashville T.O.M. Award

Discuss: timeline for entries Food Photography (10 plate shots)

Interactive

Upgrade EatTurkey.com Launch by November 2012 Continue to measure web traffic

Research

Update Marketplace Survey (July 2012) Potential Consumer Research?

BudgetMyPlate Strategic Partnership: $20,000Society for Nutrition Education: $340IFEC: $10,000T.O.M. Award: $400Food Photography: $10,000Chef: $10,000Average Betty: $2,000Multimedia News Release: $25,000BusinessWire: $1,000Satellite Media Tour: $25,000Photo Contest: N/AWeb Update and Maintenance: $50,000Marketplace Survey: $1,000Consumer Research?: $12,000

Total: $166,740

Questions?