COEX2015

Chair: Mike Cannon Vice Chair: David Rizley

7.9.14

Objective:

Carry on the growth of the COEX brand through continued improvement of content that is both relevant and actionable…“By Operators for Operators”

Drive operator attendance

Positioning Statement:

For chain operators, seeking business building insights and

personal connections with leading manufacturers, COEX is the

highest value forum in the industry

(target) (need)

(point of differentiation)

COEX

Nelson Griffin Red Lobster Co-ChairCarl Howard Fazoli’s Co-ChairLynne Wildman Logan's Roadhouse Co-Chair Charity Anderson Logan’s RoadhouseMark Avery Applebee'sDonette Beattie Culver’s Steve Brooks Tumbleweed GrillKeith Brunell Maggiano’sLane Cardwell Cardwell HospitalityKasey Christensen Arctic Circle RestaurantsRich Dillon Dillon’s KC BBQ RestaurantsGlenn Douglas Noodles & CompanyDan Drummond Bar LouieJohn Fitchett Zinga Frozen YogurtPhil Friedman SalsaritaSteven Grover The Steak 'n Shake

Susan Harrison Capriotti’s Sandwich ShopStephanie Hoppe Red RobinJohn Inwright WQSCCJeffery Jablow Cheeburger CheeburgerBarbara Kaiwi Hard Rock International Brian Kolodziej Chic-fil-AKerry Kramp Sizzler USA Inc.Don Laskey Which Wich Kyle Lindelof Brinker InternationalPaul Mangiamele Bennigan’sMatt Riddleberger Firehouse of AmericaRachel Rushing Dave & Buster'sTom Scalese East Coast Wings & GrillLon Southerland Marriott InternationalShawn Taher Taher Inc.Scott Taylor Last In ConceptsPatrick Walls Capriotti's Sandwich Shop

Operator Committee Members

COEX

Mike Cannon Surlean Chair

David Rizley SCA Tissue Vice Chair

Laura Chute Custom Culinary Inc.

Diana Duddy Sweet Street Desserts

Linda DiGalbo Unilever

Elisa Guisti Maple Leaf Frozen Bakery

Mike Hamblin Advantage Waypoint

Greg Hickey The Original Cakerie

Jon Holt Neil Jones Food Company

Karl Kaufman Jennie- O Turkey Store

Brad Kirk Lyons Magnus

Kevin Kuhn Southeastern Mills, Inc.

Stephanie Lind Kerry Ingredients and Flavours

Jeff Pierce Kagome

Michael Rosser Dole

Mike Rutt North Dakota Pasta Growers

Mike Sokol Sargento

Mark Taylor Fischer Paper Products

John Lehmann IFMA Liaison

COEXIFMA Committee Members

Goals: • Attendance Revenue: $ +%

• Sponsorship Revenue: $ +%

• Distributor Attendance: +%

• Operator Attendance: 100

• Broker Attendance: +%

• Total Paid Attendance: +%

Strategies: • Establish committee to set direction and support execution

• Build off 2014 program and “Foodservice 2020 Strategic Imperatives.” Evidence progress on industry-wide initiatives

• Build and execute integrated marketing plan

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

• Assess results. Provide recommendation for 2016 program

COEX

Strategy: Establish committee to set direction and support execution

Who When Done

Select Chair and Vice Chair IFMA w/o 4/2 w/o 4/2

Internal review for strategic alignment IFMA w/o 7/1 w/o 7/1

Identify prospective committee members IFMA w/o 5/20

w/o 5/20

Review prospective committee members and preliminary deck with Chair

IFMA w/o 6/30

w/o 6/30

Chair invites prospective committee members MC w/o 6/16

w/o 6/16

Finalize committee JL w/o 6/23

w/o 6/23

Coordinate first committee meeting and send out preliminary deck (preread)

JL w/o 6/23

w/o 6/23

Hold first committee meeting Review deck, set subcommittees and calls

IFMA Members

w/o 6/30

w/o 6/30

Tactics

COEX

Strategy: Build off 2013 program and “Foodservice 2020 imperatives.” Evidence progress on industry-wide initiatives

Who When Done

Ideation session-Key Issues & Opportunities Committee

w/o 7/28

w/o

Draft agenda Committee

w/o 8/18

w/o

Identify speakers, panelists and moderators Committee

w/o 8/25

w/o

Create agenda from base content Committee

w/o 9/8 w/o

Develop flow document Committee

w/o10/6 w/o

Specify room setup, F&B and AV requirements Committee

w/o 10/6

w/o

Finalize agenda IFMA w/o 10/27

Set and execute prep schedule for speakers, panelists and moderators

IFMA w/o 1/12

Secure PPT’s, videos, etc. IFMA w/o 2/9

Finalize Scripts IFMA w/o 2/9

Conduct rehearsals IFMA 3- 1&2

Tactics

COEX

TacticsStrategy: Build and execute integrated marketing plan

Who When Done

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

IFMA w/o 7/7 w/o

Draft creative brief for overall conference w/agency IFMA w/o 8/18 w/o

Synchronize with content development IFMA Ongoing Ongoing

Save the date email-Target All IFMA w/o 8/18 w/o

Website update including call for nominations IFMA w/o 8/18 w/o

Define targets Committee

w/o 11/17

w/o

Email w/conference highlights/ Registration Opens IFMA w/o 11/10

w/o

Monitor and report status of communications plan and registrations

IFMA Ongoing w/o

Conference highlight Mailer IFMA w/o 11/10

w/o

Follow-up calls by committee to operators that received invitations Committee

w/o 11/17

w/o

IFMA & Committee calls to members IFMA & Committee

w/o 11/17

w/o

Program mailer IFMA w/o 12/8 w/o

COEX

Strategy: Build and execute integrated marketing plan-Sponsorships

Who When Done

Determine Sponsorship opportunities TD,JL w/o 8/19

w/o

Communicate opportunities for FROR for last year’s Sponsors TD, CL w/o 9/8 w/o

Sponsorship Sell Sheet sent out TD, FM w/o 9/15

w/o

Submit Final List to Marketing and Event Management TD w/o 12/8

w/o

Tactics

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

Have member of PC committee make mention of conference on other calls

Who When Done

Have member of other committees make mention on PC calls Ongoing

w/o

IFMA make ‘call outs’ of ‘significant’ events on calls Ongoing

w/o

IFMA include connectivity materials with meeting agenda/reminder

Ongoing

w/o

Ongoing

w/o

COEX

TacticsStrategy: Assess results

Who When Done

Complete post conference survey JL,TS w/o 10/20

w/o

Prepare conference survey results Committee

w/o 11/17

w/o

Committee evaluation (Post conference call) & 2015 recommendations

Committee

w/o 12/1

w/o

IFMA internal review IFMA w/o 12/1

COEX