wff presentation final final

BrandingCommunicationsPR

PRESENTED BY THE BUTIN GROUP© 2013 The Butin Group. All rights reserved.Confidential and proprietary.

Overview• Introduction: About The Butin Group

• Branding:Our ExpertiseHow We Would Work TogetherQ&A

• Public Relations: Our ExpertiseTaking WFF to the Next LevelQ&A

About The Butin Group• We’re a full service marketing communications and PR agency

• Specialties:Food & BeverageTravel & LeisureLifestyle & Consumer Brands

• Expertise:Branding StrategyContent Strategy Interactive Media Reputation and Perception Management Influencer and Media RelationsCrisis Communications

A Distinguished DifferenceWhat sets us apart?

100% female owned businessProven foodservice expertiseClear and measurable resultsReasonable ratesLimited partnerships

Relevant Experience

Your Team

Mary Butin Phil Tardif Jeff Ashby Mary Eva Tredway Catherine Denham

Katie Williamson Kari Nagel Patrick & Steffi Berry

Leslie CrewsAmanda Fortune

INNOVATION ● REPOSITIONING ● EXPANSION

BRAND EXPERIENCE

The Problem:

• People consume far more beef, chicken and pork than the #1 selling seafood in America – Shrimp

• Newly formed Shrimp Council needed a brand and an integrated marketing strategy to spur sales

Our Solution:

• Created comprehensive brand identity package

• Educated consumers re: shrimp benefits

• Dispelled price/cholesterol myths

INNOVATION: The Shrimp Council

Results:

• Overall consumption per-capita has gone up

• We’ve raised awareness through 4 year national public relations and social media campaign

• Large national brands have sought to co-brand with shrimp to drive sales

INNOVATION: The Shrimp Council

The Problem:

• Georgia is investing $300 million in a state-of-art ocean-front convention center, beach village and flagship hotels on Jekyll Island to drive state tourism.

• Current brand needs to be repositioned to overcome perception that island is a dated, run-down state park with little-to-no amenities or offerings.

Our Solution:

• Execute integrated “Revitalization” branding campaign to showcase all new offerings available on Jekyll island

• Create inspiring tag line and promotion “Take Me There!”

REPOSITIONING: Jekyll Island

Results:

• More than 200 meetings booked through 2016 ($40 million in revenue for local economy)

• National news influencers have visited and spotlighted Jekyll as a premier destination

• Tide of public opinion beginning to shift

REPOSITIONING: Jekyll Island

The Problem: • Client established a brand mark based on two wine labels.• No umbrella brand mark existed to allow for line extensions

Our Solution:

• Create umbrella brand platform to encompass two successful products, yet allow for continued growth.

EXPANSION: Good Girl/Wild Girl

Results:

• Successful branding drove significant distribution with key customers

• Brand experienced 233% sales growth in one year

EXPANSION: Good Girl/Wild Girl

BRANDING PROCESSHOW WE WILL WORK TOGETHER

UNDERSTAND ● CREATE ● ACT

What We Heard: YOUR GOALS

Recognition as the Premier and “Must Join” leadership development authority

serving the foodservice industry

Participation of 100,000 active members by 2020

UNDERSTANDThe intersection of

knowledge is the key to

unlocking the fullest

brand potential for

WFF

Purpose Perceptions

Opportunities

UNDERSTAND

Purpose

Perception

Opportunities

Clarity of purpose (expectations) How you’re perceived (perception) What your opportunities are competition)

Complete understanding of brand potential

OUR PROCESS FOR GARNERING INSIGHTS

Partner with corporate

psychologist

Engage in discussions(members & potential members)

Actively listen

Seed and reinforce

WFF value

Review existing data and insights

CREATE• Leveraging insights, fashion two compelling marks/images

• Test them against each other in a controlled environment

• Determine direction

ACT• Build brand identity, including: • Final logo design• Colors• Tagline• Positioning Statement• Brand Promise• Reasons to Believe• Key Messages• Naming convention for Portfolio of Leadership

Development Products and Tools by leadership levels

• Organization Name (in consideration)

• Begin implementing campaign

BRANDING QUESTIONS?

PUBLIC RELATIONSEXAMPLES OF EXPERTISE

Protect and enhance

reputations

We LOVE PR!

Grow loyalty and interaction

Engagewith thought

leaders+ +

WHY WE LOVE PR

Public Relations

“Part of the reason why PR is so cost-effective is because it cuts to the heart of the matter. It is targeted at those whose opinions command respect, and that respect underpins the credibility of the message.” -- Mandy de Wall, Public Relations News

Social Media

“How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?” – Seth Godin, Seth’s Blog

PUBLIC RELATIONSEXAMPLES OF EXPERTISE

The Problem:

SeaPak had a strong shrimp heritage and excellent taste profile, but little-to-no consumer awareness or brand recognition. In 2005, it needed to increase distribution and market share.

The Solution:

Created an integrated, multi-channel communications and content strategy to build recognition, engagement and loyalty

BRAND: SeaPak Shrimp & Seafood Co.

Results:

• Eight years later, brand is current category leader for frozen, specialty shrimp

• Consumer awareness has increased exponentially due to continuous national exposure and endorsements

• Successful social media integration:• First frozen seafood brand on Facebook; 87,000 engaged

fans sharing insights and buying our products

BRAND: SeaPak Shrimp & Seafood Co.

The Need:

Leverage local PGA Tour Event to position the Golden Isles as the premier golf and tourist destination in America

Our Solution:

• Use Golf opinion leaders to support our message: Create Golden Isles “Dream Team”

• Spotlight our beautiful area visually: Provide free and unrestricted video to Golf Channel (become their solution)

• Ask Davis Love, Ryder Cup Captain, to share why he “lives and plays in Golden Isles”

EVENT: The McGladrey Classic

EVENT: The McGladrey ClassicResults:

• Recognized as a premier golf destination by NYT and USA Today

• Secured participation of 6 celebrities in the Pro-Am, resulting in more than 1.4 million Twitter impressions

• Golf Channel chatter about the Golden Isles • 10 minutes; more than a $200k value

Tim RosaforteGolf World

Gary Williams Jim CantoriGolf Channel Weather Channel

DESTINATION: Sea IslandThe Problem:

• One of the most historic hotels in country – visited by kings, queens and presidents, was torn down. They did it because it was build pre-depression and it couldn’t meet five star standards.

• They needed an agency to help overcome strong negative perceptions, secure positive accolades, and drive visitation

Our Solution:

• Issued pipeline of stories spotlighting “re-birth of an icon”

• Secured stamp of approval and exclusive coverage from premier global authority on design and interiors:

Architectural Digest

DESTINATION: Sea IslandResults:

• Resort achieved 5-Star status

• Secured strategic seven page PR spread in Architectural Digest ($600K value)

• Increased occupancy levels in the new hotel

• Secured endorsements from elite luxury travel media

PR IDEATIONTAKING WFF TO THE NEXT LEVEL

Our WFF PR Approach

Top of MindInitiatives

25th

Anniversary

Content Strategy

Content Strategy

Leadership Development

Competence

Content Connections

Conversations

• Build on the success of the established three C’s by adding a new one – CONVERSATIONS!

• Positions WFF as the true industry thought leader by driving debates and conversation and compelling others to join the discussion

Perception

• Demonstrates WFF’s authority as the conversation leader for the 2nd largest private industry employer in the U.S.

Reputation

• Sparks awareness and debate at every level – driving notoriety for WFF as the “conversation starter”; giving partners something to discuss internally

Awareness

Why a New “C”?

Reputation Perception

Awareness

Conversations

Become a conversation leader in the foodservice industry by:

o Generating content that’s conversation worthy

o Participating in existing conversations about industry trends and topics

o Showcasing WFF as the largest leadership development organization serving the foodservice industry

Content Strategy: How?

Advancing Women Leaders Blog

Modify existing blog as the core content portal to host information and perspectives

that positionS WFF as the premier leadership development resource

serving the foodservice industry –

through highly shareable, shorter, quicker reads

Our Inspiration

Advancing Women Leaders Blog

The Leading Edge

Developing Leaders

Organizational Readiness

Innovation & Strategy

Words of Wisdom

25 Faces

Participate in

Conversations

Participate in the Conversation:Marketing to Millennials

The Millennial Generation

• The largest and most influential generation since the Boomers

• Number more than 80 million

Supporting Touch Point:

@National Restaurant Association sounds off on marketing to millennials: confident, optimistic, self-expressive multi-taskers raised on cell phones and the web with significant spending power. http://bit.ly.125

Participate in the Conversation:Marketing to Millennials

Participate in the Conversation:

How to reach the largest and most influential audience since the boomers. #millennial @WeRRestaurants http://bit.ly.125

Supporting Touch Point:

Marketing to Millennials

Participate in the Conversation:Marketing to Millennials

Supporting Touch Point:

Jamba Juice SVP & CMO Julie Washington pens Innovation & Strategy post about how Jamba Juice is paving its way to becoming the millennial brand. Post cites stats shared in NRA article, “Generation Now: Marketing to Your Millennial Audience.”

Supporting Touch Point:

How Jamba Juice Became “It” Brand Among MillennialsJamba Juice SVP & CMO Julie Washington shares how the leading restaurant retailer of better-for-you food and beverage offerings is well on its way to becoming the quintessential Millennial brand. [link to “Letters”]

Participate in the Conversation:Marketing to Millennials

Supporting Touch Point:

Forty percent of all 18-24-year-olds, a core segment of the

Marketing to Millennials

millennial population, savored a smoothie during the past month. Are smoothies a key ingredient to your organization’s success?

Participate in the Conversation:

@Jamba Juice Product Preference: Do you go bananas for berries or kookoo for carrots?

Supporting Touch Point:

Marketing to Millennials

Participate in the Conversation:

Orange Carrot KarmaBanana

BerryVS.

Generate Conversation:

Empowering Entrepreneurs

Empowering Entrepreneurs

Charlotte Oades, Global Director of Women’s Economic Empowerment, The Coca-Cola Company, writes Developing Leaders post about Coke’s 5by20 initiative to empower 5 million new women entrepreneurs by 2020.

Generate Conversation:

Supporting Touch Point:

@Coca-ColaCo Oades explains #5by20 #DevelopingLeaders [link to Oades post on “Letters”]

Empowering Entrepreneurs

Generate Conversation:

Supporting Touch Point:

Studies show that women are much more likely to reinvest their income

Empowering Entrepreneurs

on food, education and healthcare for their children and their families. The Coca-Cola Company’s Charlotte Oades speaks out about Coke’s 5by20 initiative to empower women. [link back to Letters]

Generate Conversation:

Supporting Touch Point:

#FunFact: Women control $20 trillion in spending worldwide, representing an economic impact larger than the U.S., China and India combined. #5by20 @Coca-ColaCo http://bit.ly.125

Empowering Entrepreneurs

Generate Conversation:

Words of Wisdom from Muhtar Kent, Chairman and CEO, @The Coca-Cola Company

Supporting Touch Point:

Empowering Entrepreneurs

Words of Wisdom from Muhtar Kent, Chairman and CEO, @The Coca-Cola Company

Words of Wisdom“Working with and investing

in women is one of the most powerful ways to spur sustainable economic growth and development.” - Muhtar Kent, Chairman and CEO of The Coca-Cola Company

Generate Conversation:

Top of Mind ApproachCreate 16-month communications strategy

• Promote WFF “news bureau” – tell share your stories!

• Identify story opportunities via editorial calendar research

• Offer WFF leaders and members as industry spokespeople and “conversation starters” at prominent leadership conferences, in news media and at special events

• Consider national media tours to discuss business challenges and women leadership in America; sponsored by WFF

25th Anniversary Contest

25 Faces for 25 Years• Celebrate the heritage of WFF by recognizing 25 exemplary leaders,

from any level within an organization

Functionality• Create a micro-site where members or non-members can nominate

a leader of their choice

Incentive• Each of the 25 winners and their nominators will be honored at a

private, high-end networking event, featured by WFF and publicized to media

PUBLIC RELATIONS QUESTIONS?