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Project Elements
Soyfoods Month Website
Public Relations Campaign
Social Media Campaign
SCAN ADA Practice Group Outreach
SmartBrief for Nutritionist Advertising Campaign
FMI dailyLead for Retailers Advertising Campaign
Family Features Mat Release
Retailer Promotional Kit
Soyfoods Month Website
3,127 visits to soyfoodsmonth.org
274% increase from April 2011 and 371% increase from March 2012.
7,540 page views on soyfoodsmonth.org
246% increase from April 2011 and 317% increase from March 2012
Homepage (1,363), Soy and Performance (1,316), Recipes (1,169), Products (280), Dietary Guidelines (230), Shopping for Soy (219)
Over 60 retailer kits requested
Public Relations Campaign
Kohnstamm Communications
Current ROI (based on traditional media relations budget): 18:1
Estimate Ad Value: $897,815
Estimated Overall Impressions: 29.3 million
Big Wins
Print: Family Circle – National Soyfoods Month and Wildwood were featured in the April Food News section.
Print: Self Magazine – MorningStar Farm Grillers Original was named a winner of the 2012 Self Healthy Food Awards and will appear in the June issue.
Print: Fitness Magazine – The Eat Right news section featured tofu as a power snack.
Print: Health Magazine – The April grocery challenge featured favorite tofu recipes from three celebrity chefs.
Print: Vegetarian Times – Wildwood was nominated in two categories for the 2012 Vegetarian Times Foodie Awards.
Public Relations Campaign
More
Big Wins
Online: The Huffington Post - Soyfoods were recommended in a story about foods that naturally lower blood pressure.
Online: ABC News - Soyfoods were featured in a heart-healthy snacks round-up in the Health Section.
Online: Health Magazine Online – A feature about everything you need to know about soy ran and then was picked up by MSN Health and KTVQ-TV Online.
Online: Women’s Health Magazine – The Healthy Dish blog featured National Soyfoods Month.
Online: Shape Online Magazine – A story on five new, creative ways to enjoy soy was featured
Online: Shape Online Magazine – WholeSoy & Co. was featured in a yogurt round-up.
Short lead: The Miami Herald – Soyfoods Month and the benefits of soyfoods were featured in the Chew On This column.
Short lead: The Star Tribune – Edamame was featured as a stand-out vegetable option in the Taste section.
Public Relations Campaign
Blogger Partnerships/Giveaways
Appetite for Health (circ. 100.000) - 4/13/2012
Averie Cooks (circ. 58,260) - 4/10/2012
Nicole’s Nickels (circ. 28,788) - 4/2/2012
The Nutrition Twins (circ. 16,235) - 4/6/2012
Skinnybits (circ. 10,777) - 4/7/2012
Leslie Loves Veggies (circ. 10,215) - 3/19/2012
The campaign focus was on growing our fan base, implementing an ad campaign and utilizing blogger giveaways to drive traffic to the SANA Facebook page.
Community grew substantially to a total of 2,644 likes – 10 times the number of likes from February.
Engagement with fans increased from 192 in March to 3,974 in April.
This year we implemented SANA’s first Facebook advertising campaign.
Using a $1,000 budget, the ads harnessed the power of appetizing pictures to target Facebook users with a variety of interests.
The advertising campaign generated more than 1,900 new connections (“Likes”) for SANA’s Facebook page, which equates to approximately $0.52 per fan.
The ad that performed the best based on number of new connections and click through rate targeted the following interests:
The graph provides a rough overview of the clicks our ads received (blue) and the new fans our ads generated (green) throughout the month of April.
Sponsored Feature Additional Elements
Over 34,000 subscribers
2 standard banner ads and 2 text/logo ads during the month of October
Total opens: 11,830
Click-throughs: 878 Meeting Performance Goals with
Soyfoods. (107)
Soy is safe for breast cancer. (93)
Soyfoods Month Website (91)
Simply Soyfoods Recipe Book (68)
SmartBrief for Nutritionist
During the month of April ran: 8 text/logo ads and 1 leaderboard ad
Average reach: 34,070
Click-throughs: 280; 37
Titles: Clinical Dietitians, Clinical Nutritionist, Dietitian, MD, Research Nurse, RD, Nurse Practitioners
October Campaign April Campaign
Ran 3 banner ads during month of April
Average reach: 45,843
Click-throughs: 158
Titles: Consultant, President, Chairman/CEO, Senior Executive, Marketing Manager, Sales Representative, Category Manager
2 standard banner ads and 2 text/logo ads during the month of October
Average reach: 62,740
Click-throughs: 153
Titles: President, Account Executive, Account Manager, Owner, Sales Representative
FMI dailyLead for Retailers
Family Features Mat Release
Ad Equivalency:$50,077
Project Cost: $3,750
57 orders (circ. 1,515,855)
33 tear sheet placements (circ. 986,953)
48% were on front page
55% were full color
299 online placements
209 newswire placements
Retailer Outreach
Over 1,500 stores/nutritional professionals received Soyfoods Month promotional kits
Over 60 kits were requested from Soyfoods Month website
Opportunities for 2013
Reach out to retailers early to solidify more participation throughout a chain
Expand outreach to & educational materials available for health influencers
Increase engagement through social media campaigns
Track retailer participation and build relationships
Engage a spokesperson
Build off of marketplace knowledge
Increase support from SANA members
2013 Campaign Messaging
Farm to Fork messaging will address the growing consumers’ desire to better understand the source of their foods and will feature how soybeans are grown, the farmers growing the soybeans, and the sustainability of soy, while promoting soyfoods as an everyday option for every meal.
New Program Elements
(depending on funding
availability)
Outreach & Partnerships with Retailers:
Partner with at least five national food retail chains and engagement of thousands of smaller, independent food retailers.
Distribute in-store promotional kit containing recipe books, signage, formatted news articles, and sample social media posts.
Engagement & Education among Health and Nutrition Professionals:
Distribute nutrition influencer education kit to dietitians, nutritionists, and any other health influencer.
Target nurse practitioners with a communications piece that corrects common misconceptions about soyfoods with relevant research.
Increase Awareness among Consumers:
Spokesperson Rebecca Scritchfield, MA, RD, LD
Participate in a satellite media tour which will exclusively promote top-tier sponsors’ products, depending on sponsorships obtained.
Send creative sample product baskets to editors and top influencers that highlight partner products and celebrate Soyfoods Month.
Expand website to include a Partner Spotlight section.
Platinum $37,500
Gold $30,000
Silver $15,000
Bronze $5,000
Sponsorship Levels Sponsorship Notes
Signed commitment forms are due June 15, 2012.
Custom or multi-year payment plans are available upon request.
Platinum commitment includes promotion of product in National Soyfoods Month Satellite Media Tour and is exclusive to first three companies to commit at this level.