Marketing, Promotion and

Research Program Performance Update 02/7/13

2012-2013 Plan

Goal: Increase Pecan Consumption

Strategies

•Conduct research that

supports the health benefits of

Pecans.

•Encourage consumers to

integrate pecans into their

diets and lifestyles.

•Encourage culinary

professionals to include pecans

in their recipe/new product

development.

Results/Measurements

•Progress towards a two-year

research initiative (Tufts).

•Increased consumer impressions.

•Increased consumer engagement.

•Increased sales.

2012-2013 Plan Activities

• Research

• Social Media • Digital Media Campaign

• AHA Certification

• Conference Attendance

• Website Reprogramming Initiative

• Trade and Collateral Materials Refresh

• Foreign Trade Mission Support

• Fundraising

Research Update

The Effect of Pecans on Biomarkers of Risk for Cardiovascular Disease & Diabetes:

A Controlled Feeding Trial in Overweight/Obese Adults with Central Adiposity

2013 2014 2015

Contract Initiated March

Study Protocol Submitted April

Protocol and Study Finalized August

Recruitment July

Initiation of Protocol July

Completion of Clinical Trial September

Data Analysis Completion March

Final Report March

Social Media

Currently we have 11,389 fans with 24% engagement • vs. Diamond Nuts: 9,472/0.6% • vs. California Walnuts: 7,685/23%

STATS •Avg. 194 new fans per day •Cost Per Acquisition:

•$0.60 in Dec / $0.20 in Jan

•Highest Fan City: Birmingham, AL •Primary Demographic: W45-54

•85% of the Facebook fan base are women •15% are men

•Visitors mainly via mobile devices

18-

24,

2%

25-

34,

2%

35-

44,

4%

45-

54,

4%

55-

64,

3%

65+,

1%

Social Media

Legend

.5% - 2.25%

2.25% - 4.5%

4.5% - 6.75%

6.75% - 9%

9% - 11.25%

11.25% -13.5%

13.5% - 17.5%

Social Media

Pinterest • Launched on Dec. 1st • Over 81 followers • Integrated Facebook

promotion

Twitter • Launched on Feb. 1st Blogger Outreach • Healthy Holiday Cooking

Tips for Pecan Pie • Reposted by 5 top cooking

blogs • 82,968 estimated

impressions 110

pins 54

repins

35 likes

Digital Media

NPSA November Media Tour- • Promoting the Nutritional Benefits of Pecans for Men • 1,200,000 viewers

Support

• NPSA currently undergoing AHA Renewal -7 companies in application process • Research Chefs Association Culinology Expo. -March 6-9 -NPSA will be at booth #224p • Southeastern Pecan Growers Convention -February 22-23 • Western Pecan Growers Conference -March 3-5 • Perfect Performance Brochure

• Fundraising

Activity Timeline Oct Nov Dec Jan Feb Mar Apr May Jun Jul

ACTION

Research

Tufts

INC

Marketing-Social

Website Updates

Facebook Launch

Facebook Ads

Pinterest Launch

Twitter Launch

Blogger Outreach/Tips

Marketing -Digital Media/PR

AHA

Journalist Outreach -Print

Journalist Outreach -Broadcast

Ingredients Initiative

Trade Shows

SE Pecan Growers Assn

Western Pecan Growers

Trade Media Outreach

Fundraising

Marketing Materials Update

Quarterly Member Update

Thank You for your support!