Gold & Silver Plate 2014

Chair: Frank Graves Vice Chair: Rod Hepponstall

“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

IFMA 2020 Strategic Imperatives

Enhance Value

of Consumer Foodservice Choice

Consumers

Operators

Members

Focus Supporting Initiatives

Create New Consumer-Driven View of Foodservice Landscape

Create Actionable Insights & Best Practices Co-Create Value with Operators Through

Demand-Creation and 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

-Operator Forums -Strategic Issues Series -Small/Mid Size Business -Washington Insights -Website

-Consumer Planning Program -Operator Collaboration Model -Foodservice Category management -Foodservice Navigator -Performance Benchmarking -GS-1

-Foodservice Landscape -Foodservice Insights Library

-Industry Adoption Plan Champion Industry-Wide Effort to Improve Consumer Choice

Center of Insights Insights that drive

strategy & execution

Center of Best Practices Proven foodservice

best practices

Center of Connectivity Connect to share, learn

and execute

Consumer Planning Program C - S. Marshall VC - K. Miller

Performance Benchmarking C – B. Shanley VC - TBD

Small/Midsize Business C - M. Cannon VC - B. McClellan

FSnavigator C - D. Davis VC - R. Kirkpatrick

FS New View of Industry C - D. Allison VC - R. Hepponstall

Category Management C – R. Ferranti VC – T. Splane

GS1 C - B. Shanley VC - L. Oberkfell

Center of Innovation Excellence C - K. Miller VC - TBD

SCORE C - L. Kimura

Educational Foundation C - M. Jennings VC - J. Flood

Operator Collaboration Model C - K. Delahunt VC - J. Bybel

Gold & Silver Plate C - F. Graves VC – R. Hepponstall

Presidents Conference C - J. Bybel VC – P. Miele

COEX C - M. Simmonds VC - M. Cannon

Operator Forums C - K. Schartner VC – L. Will

Marketing & Sales Leaders Forum C - C. Fuller VC – M. Jennings

Strategic Issues Series C - J. Green

Foodservice Fundamentals C - D. Gerchar

Centers of Excellence 2014 COMMITTEE LEADERSHIP

Washington Insights C - B. McClellan VC – K. Miller

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

Gold & Silver Plate

(point of differentiation)

Objective:

To recognize outstanding operators through the nomination process and gala awards banquet of the foodservice industry’s most prestigious award. Thus allowing members the ability to strengthen segment operator relationships.

Positioning Statement:

For Members wanting to build segment relationships and business,

by recognizing outstanding foodservice operators through the

industry’s premier awards program, Gold & Silver Plate is a one-of-a-

kind process (from nomination to award) to target and grow

relationships.

(need) (target)

Goals:

• Attendance Revenue: $150M

• Sponsorship Revenue: $260M

• Paid Attendance: 510

Strategies:

• Establish committee to set direction and support execution

• Build and execute integrated marketing plan

• Focus on table sales

• Link to OCM/FCM, CPP, FSN, New View and all IFMA Connectivity forums

Gold & Silver Plate

Tactics Strategy: Establish committee to set direction and support execution

Who When Done

Field annual base study, making it available digitally and present it at winter CPP meeting

DS Jan 2014

Field 4 deep dive studies annually, making them available at winter and summer CPP meetings

DS Jan 2014 Aug 2014

Produce 10 micro reports annually, making them available at winter and summer CPP meetings

DS Jan 2014 Aug 2014

Allow custom questions off of base and deep dive studies DS Ongoing

Offer prior years studies DS Ongoing

Provide Landscape and Library IFMA Ongoing

Offer complimentary registrations to MSLF and FF IFMA Ongoing

Conduct winter and summer CPP meetings IFMA Jan/Aug

Promote Members to operators and provide referrals IFMA Ongoing

Offer discounts for DS Pulse service DS Ongoing

Provide activation best practice from other efforts with consumers/operators, distributors, internal teams and planning

IFMA Ongoing

Gold & Silver Plate

Tactics Gold & Silver Plate

Strategy: Focus on and sell ____ tables

Who When Done

______________________IFMA Strategic Initiatives

Gold & Silver Plate

Establish Committee and Recruit Members Who When Done

Internal review for strategic alignment IFMA w/o 7/30 w/o 7/30

Select and secure Chair and Vice Chair IFMA w/o 7/30 w/o 7/30

Identify prospective new committee members. Tony supports. IFMA w/o 7/30 w/o 7/30

Review prospective committee members and preliminary deck with Chair IFMA/Chair w/o 8/13 w/o 8/13

Invite and secure prior and new committee members Chair w/o 2/11 w/o 2/11

Coordinate first committee meeting and send out preliminary deck (pre-read) and agenda

IFMA

w/o 3/18 w/o 3/18

Hold first committee meeting with Members, Review deck, and rough timeline.

w/o 3/25 w/o 3/25

Action Plan (cont.)

______________________IFMA Strategic Initiatives

Gold & Silver Plate

Develop Theme and Base Content Who When Done

Ideation session IFMA/Committee w/o 3/11 w/o 3/25

Draft to committee IFMA w/o 4/9 w/o 3/25

Evaluate and finalize Theme and Base Content IFMA w/o 4/9 w/o 3/25

Action Plan (cont.)

______________________IFMA Strategic Initiatives

Gold & Silver Plate Build Out Content

Who When Done Identify Master of Ceremonies Committee w/o 11/1 w/o 11/1

Create draft agenda from base content IFMA w/o 3/25 w/o 3/25

Evaluate and finalize agenda Committee w/o 4/1 w/o 4/1

Specify room setup, F&B and AV requirements Committee w/o 4/15 w/o

Finalize Content Who When Done

Secure Master of Ceremonies Committee w/o 12/1 w/o 12/1

Develop flow document IFMA w/o 4/15 w/o

Rough script sent to Master of Ceremonies IFMA w/o 4/29 w/o

Set and execute prep schedule Master of Ceremonies and others IFMA w/o 5/1 w/o

Secure Silver Plate Winner Videos IFMA w/o 5/10 w/o

Conduct rehearsals IFMA 5/20 5/

Action Plan (cont.)

______________________IFMA Strategic Initiatives

Gold & Silver Plate Achieve Attendance

Who When Done Define targets IFMA 12/9 12/9

Draft creative brief for overall conference IFMA w/o 1/3 w/o 1/3

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

IFMA w/o 2/25 w/o 12/19

Member out reach IFMA w/o 4/8 w/o

Synchronize with content development IFMA Ongoing

Monitor and report status of communications plan and registrations IFMA Ongoing

Save the date announcement (Electronic) IFMA w/o 3/5 w/o 3/5

Mail Brochure to Members & Operators IFMA w/o TBD w/o

Follow-up calls by committee to operators that received invitations Committee w/o TBD w/o

Committee calls to members Committee w/o 4/8 w/o

Drive registration through IFMA emails and social media IFMA w/o 3/18 w/o

NRN ad IFMA w/o 4/15

Action Plan (cont.)

Financials ($000):

Gold & Silver Plate

2013 Actual 2014 Budget 2014 Actual Revenue $394 $410 $TBD

Sponsorships $ 249 $ 260 $ TBD

Attendance $ 145 $ 150 $ TBD

Direct Expenses $363 $373 $TBD Operating Margin* $ 31 $ 37 $TBD

*Does not include G&A Overheads