Slow Food Madison | PR Proposal

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Public Relations

Public Relations Plan | Spring/Summer 2011

| Slow Food Madison |

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Slow Food Madison | Public Relations Plan | Stop, Drop & Slow 2011

Table of ContentsExecutive Summary | 3

Opportunity StatementSituation AnalysisOverall PR Goal

Messages and Themes | 6Campaign ThemeKey Messages

Channel Strategy | 7Media ChannelsNon-media ChannelsInteractive Media Channels

Target Audiences | 10Primary | Madison’s 25-34 PopulationVolunteersPotential Network PartnersMediaInternal Communication

Other Tactics | 24Social Media Tactics and Tools

Conflict Management | 27Issues IdentificationCommunications Plan

Budget | Timeline Summary | 33Evaluation Summary | 35

Appendix 1 | Business Situation Analysis | 38Company ReviewCurrent Publics ReviewSlow Food Marketing AnalysisPast PartnershipsSWOT Analysis

Appendix 2 | Media & Social Media Tools | 47Media Relations Policy

Social Media PolicyOnline Newsroom

Appendix 3 | Press Materials | 55Pitch Letter and Corresponding News ReleaseEmail News Release

Appendix 4 | Research Materials | 62Slow Food Madison Media CoverageSlow Food Madison Social Media CoverageSlow Food Madison Social Media MentionsResearch Resorces

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Execut ive SummaryOpportunity Statement

Madison has an existing network of organizations and resources that focus on local food and coincide with the values and mission of Slow Food Madison. Although it has existed as an organization for over a decade, Slow Food Madison still faces some challenges in integrating with this community and reaching out to its key publics. Minimal funding and a small base of active members have stunted SFM’s programming. Additionally, communication both within the organization and to its external stakeholders has been limited. Together these factors have limited the public’s awareness of Slow Food Madison and, consequently, the organization’s ability to execute the goals of the larger Slow Food movement. Slow Food Madison has the opportunity to execute a public relations plan that will establish an identity and a brand for the organization within Madison’s local food community.

Situation Analysis

Slow Food is about taking the time to stop and think about the food you are eating. It’s about honoring the places where the food comes from and its traditions. It’s about enhancing relationships with the people close to you, and those you may not even know. Slow Food is more than a movement; it’s a community and a way of life.

While Slow Food does stress the importance and suggests that eating locally grown products is better for the environment and health, it’s not the movement’s sole purpose. The slow food movement aims to slow down the processes in which people purchase, prepare, and consume food. This could mean establishing home-cooked family dinners two to three times a week instead of eating out. Our attitudes toward food and the preparation of food should be enjoyed and remembered, not rushed and forgotten.

In our very own Wisconsin, we have the privilege of being at the heart of an active farming community able to supply our grocery stores with delicious locally grown and produced products.

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This year marks the 12th anniversary of the creation of Slow Food Madison. In 1999, the same year the international Slow Food Movement came to the United States, two local Madison women used their passion for preserving, experiencing and enjoying the culinary traditions of Wisconsin to start up one of the first chapters of Slow Food USA13. Since Tami Lax and Leah Caplan started SFM, the organization has changed its leadership quite often and is currently working to establish a more structured internal organization and communication. A board of advisors, elected in March 2010, currently runs SFM. This year the meeting is planned to take place in May.

The nonprofit organization currently has around 100 paid members and more than 500 contacts on their mailing list. With a website that is in the process of being updated, members have limited access to information about the organization and upcoming events through e-mail, Facebook and a link to SFM’s calendar. While the organization has been able to maintain at least 20 paid members, as required by SFUSA, the trends of slow food and buying local are currently growing in Madison and could help to increase membership and spark interest among new demographics. Similar organizations such as REAP Food Group, the Madison Area CSA Coalition (MACSAC), Madison Originals, and the Dane County Farmers’ Market, are slightly larger in size and appear to be more well-known in the Madison community.

Membership for the SFM chapter is processed solely by SFUSA, which makes it important for SFM to strengthen its communication with current and potential members about the Slow Food movement. From talking with members of the leadership board, current SFM events tend to bring in anywhere from 10 to 50 guests, and not all are members. SFM hopes to reach out to younger crowds and empower its current members to become even more active, however SFM is struggling make its name and mission known.

As a nonprofit organization, SFM has limited funding resources and must hold fundraising events to break even. Advertising and marketing for events cost both time and money, which are precious to SFM. From our research it is clear that enjoying food, buying local, and supporting local agriculture are important within the Madison community and could help SFM advocate for its cause of preserving and honoring local culinary traditions. As we continue to build a public relations plan, we will conduct a community-based survey. Asking detailed questions of current food purchasing habits and attitudes toward local agriculture may help define a more targeted approach to achieving these goals. Additionally, our survey will attempt to collect as much information as possible about

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the current knowledge and opinions of both the international Slow Food movement and Madison’s local chapter,The nonprofit is stuck in a communications rut and needs assistance. If this situation is not acknowledged, SFM may lose membership and will continue to take a back seat to other initiatives in the area. We see the potential that SFM has to make an impact in Madison. With media relations guidance, structured internal organization and communication, and creative and unique planning, J&J Public Relations can help Slow Food Madison.

Overall Public Relations Plan Goal

For Slow Food Madison to have a unique and active presence in Madison’s local food movement.

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Messages and ThemesCampaign Theme

Stop, Drop and Slow.

Because the overall goal of the campaign is to establish a brand for Slow Food Madison, the following theme will be used in campaign materials and after the campaign has ended to represent Slow Food Madison:

It’s slow.It’s food.It’s Madison.

Key Messages

• Enjoy and share the pleasures of good food and shared meals as a community.• Discover the benefits of clean food that’s good for your body and good for our environment.• Celebrate Wisconsin’s unique culture of food and drink.

Stop, Drop &

s l o w

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Channel StrategyMedia Channels

NewspapersDespite the i r decl in ing c i rcu lat ion, newspapers st i l l serve as an important in format ion source for more h ighly educated audiences, which coinc ides with SFM’s target audiences1. Thei r pass-a long factor a lso makes them an att ract ive medium. Since newspapers are a lso better to promote a ca l l to act ion1, us ing them to announce SFM’s act iv i t ies and events is ideal .

MagazinesMagazines target speci f ic audiences, which makes them ideal for an organizat ion l ike SFM to use to reach readers wi th speci f ic interests re lated to the organizat ion. Magazines such as Madison Magazine and Edib le Madison would a l low SFM to communicate wi th an audience they know is interested in the i r issues.

Non-media Channels

Meet ingsEstabl ish ing consistent meet ing schedules wi l l a l low Slow Food Madison to bui ld an inf rastructure into i ts re lat ionships with d i fferent target audiences. Meet ings are va luable because each party has committed i ts t ime to share ins ights and gain in format ion. Because of these advantages, th is channel can be appl ied to the var ious audiences SFM wi l l be work ing with.

Specia l EventsEvents are another way for S low Food Madison to reach a l l of i ts var ious audiences. They gather capt ive audiences where messages of the Stop, Drop and Slow campaign can be shared. They can serve mult ip le purposes depending on the audience and a lso a l low for creat ive express ion that h ighl ight/ i l lustrate SFM’s unique brand.

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Slow Food Madison | Public Relations Plan | Spring/Summer 20118

In-Person Communicat ionThis wi l l a l low Slow Food Madison to communicate in a more int imate way with potent ia l members, vo lunteers or partner organizat ions and receive and respond to feedback f rom speci f ic audiences.

Local community groups and organizat ions a l lows for d i rect , one-on-one communicat ion with speci f ic audiences and feedback based on the interests of these groups.

Grassroots Market ingMarket ing through grassroots efforts wi l l a l low Slow Food Madison to communicate the message of the i r campaign at a broad scale. Audiences who may be interested in SFM’s miss ion but not hear about the organizat ion through other means wi l l learn about SFM and have the opportuni ty to become a member or vo lunteer.

NewslettersNewsletters wi l l a l low Slow Food Madison to communicate key messages, news and updates to i ts target audiences on a per iodic basis.

Interactive Media Channels

Emai lIn a d ig i ta l age, emai l communicat ion is a d i rect way to communicate wi th establ ished members a l ready part of S low Food Madison’s database. Addi t ional ly, these messages are eas i ly shared between members and the i r f r iends who might become interested. These messages are short and easi ly d igested in l imi ted per iods of t ime.

Blog Establ ish ing an organizat ion b log is an easy way to document and recap recent efforts in addi t ion to prov id ing fo l lowers wi th usefu l in format ion. A recent eMarketer press re lease suggests an increasing interest in b log readers and the growing comfort leve l of us ing b logs as a news source6. The press re lease est imates b log readership to r ise to near ly 60 percent of the Internet populat ion by 2014.

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Web s i teA trendy, c lean and user- f r iendly web s i te is a must for a lmost any organizat ion today. A web s i te is a communicat ion tool and onl ine face for in format ion about an organizat ion’s in i t iat ives, events and contact in format ion. An eye-catching and work ing web s i te could help SFM increase awareness of the organizat ion through increased search engine t raff ic .

Socia l MediaAcross the board socia l media networks are a great way to establ ish a more personal connect ion with current and potent ia l members. Communicat ion is interact ive and is contr ibuted by both part ies. Addi t ional ly, socia l media is a fast and easy way to broadcast short messages of upcoming events or p lan changes.

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Target AudiencesPrimary Target | Madison’s 25-34 Population

Young adults between the ages of 25 and 34 make up the largest proportion of the population surrounding downtown Madison15. They are an ideal group for Slow Food Madison to target as new members because of their higher disposable income and the similar attitudes they share with some of SFM’s current members. Research shows that this group is willing to pay extra for quality products that are environmentally friendly and they enjoy cooking for leisure, two traits that put them in line with what Slow Food Madison is about16. Unfortunately, their busy, work-centered lifestyles also affect their food habits. They’re more likely to spend money on food away from home or buy fast food to stay within their budgets16. They may not know about SFM specifically, but they are likely to belong to an environmentalist organization. This group is likely to be single or married without children, work full time and have a college degree or higher. Slow Food Madison should reach out to this large portion of Madison’s population and work to overcome its food-related obstacles in order to create a new cohort of SFM members.

Objective | To increase mailing list subscriptions among the 25-34 Madison population by 100 during the campaign timeline.

Strategy | Since one of the key messages in Slow Food Madison’s campaign is to enjoy food as a community, events that bring this group together are essential to the plan. These events should be the core of the plan and the height of its creativity – the things that audiences remember most about Stop, Drop and Slow.

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Activities and Tactics

Campaign launch event – Stop, Drop and Slow on the Square• For this event, Slow Food Madison will partner with the Dane County Farmer’s Market to stand on the

Capitol Square and hand out promotional materials on the first day of the outdoor farmer’s market on Saturday, April 16th.

• Volunteers in “Stop, Drop and Slow” t-shirts will be standing on the corners of the capitol handing out “Stop, Drop and Slow” stickers, holding clipboards for people to sign up for the mailing list, and handing out quarter fliers.

• The fliers will explain who Slow Food Madison is and detail the campaign’s events for the first month. Links will show audiences how to find out more information on the campaign’s web page and Facebook page.

• Slow Food Madison will also have a booth at the Capitol Square that day where visitors can find out more information about Slow Food Madison or sign up to receive volunteer emails.

• SFM will announce the event one week prior on its Facebook page to generate interest for the launch. SFM will also use its Twitter campaign handle to start a discussion the Wednesday before the event. They will use the hashtag #stopdropslowWI, asking “How do you stop, drop & slow?” A partnership with the Dane County Farmer’s Market will allow SFM’s campaign web page to be linked to the DCFM page and vice versa, allowing for even more traffic to SFM’s page.

• SFM will send news releases and media kits to its media contacts prior to the event.

Spring seed workshop• As the first of three monthly events for the campaign, the spring seed workshop will bring people together

to educate them on how to grow their own vegetables, providing them with seeds to take home with them, and allow time for socializing as well.

• Cost to get into the event will be $15 for nonmembers and $10 for members.• A short introduction by Slow Food Madison leaders will briefly discuss the organization, its main goals, and

information about the Slow Food movement.• Attendees will hear tips on how to grow their vegetables and more general tips about gardening at home.

This event will be aimed for beginners who have never gardened or have limited gardening experience.• Local, trusted experts on gardening from Troy Community Gardens will provide advice as well as

information on how home gardening can be a cost effective way to eat more fresh produce.

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• This event will take place at Graze, a Madison restaurant that serves local ingredients, on Wednesday, April 27. Owner Traci Miller will offer attendees recipe ideas for the vegetables they will grow from their seeds.

• A volunteer email sign-up sheet will be available for attendees; a sign-up sheet for the regular mailing list will be available as well.

• Media contacts will be sent a media advisory prior to this event. It will also be publicized on the web page calendar, Facebook and Twitter to generate awareness and interest.

Spring cooking workshop• This is the second of the three monthly events that will take place during the campaign. This workshop will

take place one month after the first, on Wednesday, May 25.• Cost to get into the event will be $15 for nonmembers and $10 for members.• Attendees will come to L’Etoile restaurant in Madison, where Chef Tory Miller will show how to prepare three

quick, healthy meals with the same fresh ingredients. They will go home with all three recipes as well as healthy-cooking tips for summer.

• A short introduction by Slow Food Madison leaders will briefly discuss the organization, its main goals, and information about the Slow Food movement.

• The event will also be listed on the web page calendar and announced via Facebook and Twitter. Volunteer email and mailing list sign-up sheets will again be available for attendees if they wish to sign up.

• Members of the media will receive media advisories prior to this event. Summer solstice farm walk• For this last monthly event in the campaign, Slow Food Madison will partner with the Blue Moon Community

Farm in Stoughton, WI. This will take place on Wednesday, June 22 at the participating farm and will celebrate the summer solstice.

• Cost to get into the event will be $15 for nonmembers and $10 for members.• The event will be announced on the campaign web page, the Facebook campaign page and Twitter for two

weeks prior to generate interest for the event. • Another short introduction by Slow Food Madison leaders will briefly discuss the organization, its main

goals, and information about the Slow Food movement.• On the farm, the owner(s) will do a “walking tour” of the farm, discussing during the walk the reasons for

his/her interests in sustainable agriculture, how he/she is involved in the local food system, and tips for

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attendees on how to take part in that system or be producers of their own. The event is designed to be practical and educational, offering attendees direct advice about things they can do to take part in the local food system and information about its importance.

• Attendees will have the chance to sign up for the mailing list and/or volunteer email lists at the conclusion of the event.

• Media contacts will be sent a media advisory before the event takes place.

Final campaign event: dinner – Stop, Drop and “Eat” Slow on the Farm• This event will conclude the first annual Stop, Drop and Slow campaign and will take place on the Blue

Moon Community Farm in Stoughton, WI. It will take place on the evening of Thursday, July 14.• The cost for this event will be a little higher because of the meal provided. It will cost $50 for nonmembers

and $40 for members.• The dinner will be announced on the web page, Facebook page and Twitter page to encourage people

to attend. A link to the farmer’s web site on SFM’s campaign web page will provide audiences with more information about the farm.

• Attendees will hear an introduction from Slow Food Madison leaders about the organization and its mission, followed by time for socializing as volunteers prepare the meal. Chef Tory Miller, executive chef and co-owner of Graze and L’Etoile restaurants in Madison, will plan the meal and lead the cooking and preparation.

• After the meal, attendees will have a choice of board games, card games and lawn games to play to make it a slow evening.

• The book “How do you Stop, Drop and Slow?” will be available for purchase for $3.00 for the first time at the dinner.

• Attendees will have the chance to sign up for the mailing list and/or volunteer email lists at the conclusion of the event.

• Local media will be sent a news release in advance of the event and a media kit the day of, including the news release for the event, a fact sheet and backgrounder about Slow Food Madison, and photographs (if available) or photo opportunities.

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Eat Slow, Drink Slower happy hours• Similar to the SLUR events that Slow Food Madison holds now, the Eat Slow, Drink Slower happy hours will

happen once a month in a different sponsored venue each time.• The cost for the event will be free; this will be a time for audiences to simply socialize and get together as a

group.• At the beginning of the evening, a Slow Food Madison leader will give a brief description of the organization,

emphasizing the other campaign events and the chance to visit the web page and Facebook page.• Media advisories will be sent to local print media outlets to ensure that these events are published in their

calendars.• Attendees will have the chance to sign up for the email list or the volunteer mailing list throughout each happy

hour event.

Strategy 2 | This population is likely to share information they find interesting with their friends and peer networks. An increased presence in social media could increase direct interaction and communication with this audience. These networks are inexpensive, easy to manage and widely used among this new consumer group. Connecting and challenging this demographic to keep up with our campaign will encourage them to pass our messages on.

Activities & Tactics

How do you Stop, Drop and Slow?• Throughout the campaign, Slow Food Madison will ask Facebook friends, Twitter followers and visitors

to the blog, “How do you Stop, Drop and Slow?” The question may be framed specifically for spring and summer holidays such as Mother’s Day, Memorial Day Weekend and the July 4th.

• SFM will ask friends and followers for recipes, tips, photos and stories about how they Stop, Drop and Slow. The resulting compilation will be published in a book of advice on how to Stop, Drop and Slow at the end of the campaign. Attendees of the final dinner will each receive a copy of the book, and additional copies will be available for purchase.

• The book is designed to give audiences ideas of how to slow down their lives and reconnect with their food. Having a book of tips from fellow Slow Food’ers will show them how easy it is to incorporate small things into their life that allow them to Slow Down.

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Facebook Contest | Slow Down your Recipe • We will hold bi-weekly Facebook photo contests for Slow Food Madison followers to upload pictures of

food they have prepared within the given categories. These categories will include breakfast, lunch and dinner. Photographs will be uploaded to our public album on Flickr and participants should then post a link on the wall of our Facebook campaign page. The category will be posted at noon on Sunday, and the contest will continue until the following Saturday at noon. Votes will be counted and a winner will be announced during the off week.

• Additional guidelines: • All food must be prepared by the owner of the photo, any photos found not to be originally produced

will be disqualified. • Photos should include a list of ingredients as a caption so that other users can try to replicate the

delicious dishes displayed. • Once photos have been uploaded, winners will be based on the number of total likes for each photo in

each category. • Winners from each category will receive a personal invitation to attend the campaign’s closing dinner,

Stop, Drop and Eat Slow on the Farm.

Volunteers

To execute their events successfully and function as an organization, Slow Food Madison relies heavily on volunteers. While member volunteers may be ideal, recruiting Madison citizens to volunteer who may not know about SFM gives the organization another way to reach potential members. More than 60 percent of Dane County residents said they volunteer a portion of their time to volunteer work, and more than 80 percent said they are concerned about people’s access to food for a healthy lifestyle16. The interest in Slow Food Madison’s mission exists in the region; the organization needs to connect with those willing to give their time to a cause they believe in in order to expand its reach in the community.

Objective | To increase the number of volunteers by 50 during the campaign timeline.

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Strategy 1 | Audiences first need to know what opportunities exist in order to get involved. Generating awareness of volunteer needs on a regular basis among those expressing interest in Slow Food Madison is important to executing this objective.


Sign-up sheets at every event• At every event in the campaign, audiences will have the chance to sign up for the volunteer email list and

be encouraged to visit the campaign web page to learn about volunteer opportunities. Monthly e-newsletter• A monthly e-newsletter sent out regularly to volunteers will keep them updated on opportunities that are

available and what’s been happening, allowing for a sense of community.• This newsletter should recap recent events where volunteers helped out, emphasizing how they made a

difference in the execution of the event. Some short quotes from volunteers about the events they took part in will also be included.

• A calendar of upcoming volunteer opportunities will also be provided. This will also be available on the campaign web page so those not subscribed to the volunteer email list can have access to it as well.

• Finally, each newsletter should include a few tips on how to live slow, emphasizing the key messages of the Stop, Drop and Slow campaign.

In-person communication visits• Slow Food Madison leaders and volunteers will partner with other groups and organizations to visit and

encourage the groups to get involved as volunteers with SFM. This could include parents on a PTA board, mothers groups, or other nonprofit organizations.

• Visits will be scheduled as needed, but SFM will plan to make at least one visit each month.• Groups will hear an explanation of who Slow Food Madison is, what they do, and what their mission and

values are. Here, speakers will communicate the key messages of the organization.• Afterward, audiences will have the chance to sign up for the volunteer mailing list and will be encouraged to

visit the SFM web page or Facebook page for more information.

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Monthly Meetings• Each meeting will discus upcoming events for the next month and ask those interested to sign up as either

volunteer leaders (2-4 per event) or regular volunteers• Volunteer leaders will report to SFM leaders and communicate the roles and duties of each volunteer at

their scheduled event. Leaders will also be in charge of checking guests in and making sure the event area is left clean.

• Meetings will also provide education and training for documenting each event’s attendance and success• Madison community members who have signed up for our volunteer mailing list will receive monthly e-mails

with a calendar or upcoming events and a time/location for the next meeting• Volunteers do not need to be a member of Slow Food Madison; however, it is strongly encouraged

Volunteer feature on the blog• Each month, a volunteer who recently helped out at an event will be asked to write a blog post

communicating his/her experience with the Slow Food Madison community.• This public recognition of SFM’s volunteers will show others what they may gain from volunteering and

encourage them to get involved. It will also acknowledge the hard work volunteers put into all of SFM’s events to help them run smoothly.

Strategy 2 | Slow Food Madison should learn more about volunteers and how they might want to get involved. Doing this will allow SFM to create volunteer opportunities that people are excited about.


Survey of current volunteer email list subscribers• To create volunteer opportunities that people are interested in, a survey will be sent to those subscribing

to the volunteer email list. This survey will ask questions about what they enjoy doing as a volunteer, what types of skills they have to apply to a volunteer position or which volunteer opportunities sound the most appealing to them.

• The survey will be sent out in the second week of May; this will allow for new audiences to sign up for the volunteer list since the start of the campaign but will also leave enough time for SFM to alter their volunteer opportunities as needed for the remainder.

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Potential Network Partners

Madison has a large network of food-related organizations that SFM has partnered with on occasion, but informally. Groups such as the Dane County Farmers’ Market, REAP Food Group and the Madison Area CSA Coalition (MACSAC) are nonprofit organizations that have values similar to SFM, such as encouraging people to learn about where their food comes from. They represent only a small portion of the community involved in Madison’s local food movement, which also includes restaurants, businesses and farmers. These groups contribute to a network of partnerships and resources that Slow Food Madison could both benefit from and contribute to if a more formal relationship existed.

Objective | To create formal collaborations with other nonprofit organizations that will sustain SFM’s programming efforts in the future.

Strategy | Building these partnerships will necessitate regular dialogue initiated by SFM to inform other organizations about what they are doing. This will also give SFM the opportunity to receive feedback from these groups and exchange ideas for events and programming.


Seasonal meetings• Slow Food Madison will coordinate four annual meetings with potential network partners to engage in

discussion and calendar building of co-sponsored events for the upcoming year to continue the events started during the Stop, Drop and Slow campaign.

• The first of these meetings will take be held at the start of the spring season following the opening of the Dane County Farmer’s Market.

• All meetings will be a potluck meal focused on sharing new recipes produced with locally grown food that is currently in season.

• Reminders of each meeting will be sent via e-mail and will link to a Google calendar where organizations will be asked to RSVP and post the dish they plan to bring.

• Additionally, each organization should bring copies of the recipe and a volunteer photographer will take photos to add to our Stop, Drop and Slow Cookbook. (Will be available in July)

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Media

The local print and broadcast media in Madison are the public’s way of finding out what’s happening in their community, and establishing a working relationship with these outlets is essential for Slow Food Madison to gain the publicity it wants and needs. Because of its limited exposure in the media, knowledge of SFM at publications such as the Wisconsin State Journal, the Cap Times or the Isthmus is likely minimal. Other media outlets, such as Madison Magazine or Wisconsin Public Radio, may not have any knowledge of the organization. Creating and maintaining connections with those outlets will allow SFM to proactively contribute to its identity in the community.

Objective | To build relationships with local print and broadcast media reporters to increase the likelihood of media coverage of SFM events.

Strategy | Providing members of the media with well-prepared, consistent documents and information will give them what they need to cover Slow Food Madison and keep them updated on the organization’s activities. Additionally, being consistent in its communication will help Slow Food Madison’s brand develop a level of reliability.


Journalist film-screening event• Slow Food Madison will host a film-screening event with local media reporters to familiarize them with the

organization as the Stop, Drop and Slur campaign begins. Reporters will watch a food-related documentary (yet to be determined by SFM), followed by a short presentation by Slow Food Madison leaders and time for socializing.

• This event will occur at 6:30 pm on Thursday, April 21, within the first week of the Stop, Drop and Slow campaign launch. Slow Food Madison will partner with the Wisconsin Union Theater to show the film.

• All journalists on the media contact list will receive a media advisory inviting them to the film screening. This event will allow SFM to get to know Madison’s local reporters – their specialties, interests, and preferences. Slow Food Madison will also have the opportunity to share some knowledge about their mission and values

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through both the chosen movie and through the information shared with the reporters, which will include key messages and campaign events.

Media contact list• A database of local media contacts will list their publications, specialties and contact information so media

materials can be sent as efficiently as possible.• Newspapers that will be included are the Wisconsin State Journal, Capital Times and Isthmus. These

are outlets where Slow Food Madison has been covered in the past and can build upon existing (if weak) relationships with reporters.

• Magazines to be included are Madison Magazine, Edible Madison and Natural Awakenings. These are magazines that have audiences similar to SFM’s target audience; the latter two also have special interests that coincide with SFM’s interest in local, sustainable foods.

News releases• Slow Food Madison will send out news releases for the larger events in the Stop, Drop and Slow campaign,

including Stop, Drop and Slow on the Square – the campaign launch event, and Stop, Drop and Eat Slow on the farm – the final campaign event.

• News releases will communicate as many of the campaign’s key messages as possible through quotes and information provided by Slow Food Madison sources.

• These releases will be developed based on each event’s publicity form; however, each release will be tailored to the needs of each news outlet and reporter.

• News releases should follow the appropriate standard format indicated in Slow Food Madison’s media relations policy depending on how they will be distributed. These may be sent out in either print format or electronically.

Media advisories• During the Stop, Drop and Slow campaign, media advisories will be sent for the following events: the

journalist film screening, the seed workshop, the cooking workshop, and the summer farm walk.• Unlike news releases, media advisories will be short and concise, only listing the most pertinent information

about an event.• Media advisories will be created for each event based on that event’s publicity form and sent to news

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outlets in the media contact list. This will be done no later than one week prior to an event.• Each media advisory will follow the appropriate standard format indicated in Slow Food Madison’s media

relations policy. Because these media advisories may be sent out either in print or electronically, each one must be tailored to its specific medium.

Media kits• Slow Food Madison will send media kits to journalists for the following events during the Stop, Drop and

Slow campaign: Stop, Drop and Slow on the Square – the campaign launch event, and Stop, Drop and Eat Slow on the farm – the final campaign event.

• Media kits will include the news release for the event, a fact sheet and backgrounder about Slow Food Madison, and photographs (if available) or photo opportunities.

• To save on costs, media kits will be sent out electronically during the campaign and will be available on the campaign web site’s online newsroom.

Online newsroom• As part of the Stop, Drop and Slow campaign web site, the online newsroom will provide reporters with a

quick and easy way to see what news content Slow Food Madison is generating. • Access to press releases, a multimedia gallery, and live feeds of the campaign’s Facebook, Twitter and

Flickr pages allow reporters to see up-to-date information about the campaign as well.

Publicity form• This form will be completed for every event Slow Food Madison hosts. It is designed to capture all the

information about an event so that, when news releases and media advisories must be tailored to the specific news outlet and/or reporters, SFM will have a single source of information to turn to.

• Information on the form will include: event name, event description, main audience, location, date, time, partners, purpose of event, attendance, and comments.

• Creating these forms for events will also serve as a useful record for SFM when evaluating events in the future.

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Internal Communication

Although Slow Food Madison has a small infrastructure, communication within that structure is vital. The board members of SFM know the organization better than any other group, and effective communication among t hem will impact how they communicate with their members and other publics. An improvement in those first lines of communication will show itself through the rest of Slow Food Madison’s efforts.

Objective | To work with SFM leaders to improve internal communication and organization structure.

Strategy | Guidelines, along with the communication of those guidelines, will help Slow Food Madison’s leaders operate the organization more consistently and effectively.


Media Training• Before a member or leader of the organization is

able to become an admin for posting content to Facebook, Twitter or Blog, he or she must review a series of pre-sourced informational videos

• These videos will be available through the organization’s private group page on Facebook.

• Each video will convey the basics for managing, editing and communicating via different social networks. For staff working with the Stop, Drop and Slow campaign educational videos will be available for Twitter, Facebook and blogs.

Upload this to Facebook

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Private Group Page on Facebook for Internal Communication (similar to an intranet)• Slow Food Madison already hosts its own Facebook page and the cost is

free. • Using Facebook would also help the organization’s

leaders become more comfortable with the medium and would increase the number of people contributing to this and other social media outlets.

• The private group function on Facebook allows users to post information that will not be visible to all Facebook users.

• Other tools will allow leaders of the organization to post questions and gain responses, as well as, create internal events such as meetings.

As a less formal platform, leaders of SFM will increase communication between each other to create a stronger leadership for the organization. Private

Chat

Create Events

Share pictures, news, and documents

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Other Tact icsSocial Media Tactics and Tools

Stop, Drop and Slow web page• Slow Food Madison will create a web site, www.

StopDropSlowWisco.com, to act as a central site for all information relevant to the campaign.

• The web site will be uniquely designed as a tool for campaign followers and those interested in learning more. Sub-pages of the campaign website include:1. About 2. Get involved3. News 4. Blog5. Links6. Gallery

• All sub-pages will share a similar design to the homepage with only the three main images in the banner rotating between pages. These images have already been copyrighted for the use of Slow Food Madison.

• The campaign web site will include links to all relevant campaign profiles and general Slow Food Madison profiles. We also plan to include a list of valuable resources for our viewers to learn more about Slow Food and other local opportunities to become more involved in the movement.

• The News Section will include RSS feeds of news publications and multimedia components mentioning the Stop, Drop and Slow Campaign.• There will also be Facebook, Twitter and Flickr feeds so audiences can navigate easily among the

different social media networks.• Throughout the duration of the three-month campaign we intend to have the Dane County Farmer’s Market

about get involved news blog links gallery

• SlowFoodMadison“stops”trafficattheDaneCountyFarmer’sMarketonSaturday

• SlowFoodmakesitswaytothecapitol-healthyeatingforahealthylifestyle

• SlowFoodMadisontoreleaseitslocallyinfusedcookbookthismonth

• SlowFoodMadison’sannualfarmdinnertobuildlongertable

• SideDishes:EatSlow,DrinkSlowaSlowFoodMadisonSlurforyoungsingles

pre s s re le ase s what pe op le are say ing

FollowtheNews

mul t imedia ga l le r y

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website link to our campaign site as well as other organizations and publications.• The contact page will include information for both media contacts as well as organization members/

volunteers. Links will take viewers to their preferred email application and allow for communication with SFM leaders. (Please note: two new email accounts will be created for use during the campaign: [email protected] and [email protected])• A contacts page will also give viewers information to get in touch with Slow Food Madison if they want

more information. • The Get Involved section will display a form feed where viewers can enter personal and contact information

to receive a weekly newsletter from Slow Food Madison that will include information about the campaign efforts. ( A weekly newsletter is currently being sent to SFM’s email contact list).• This page will also include feed of upcoming events and links to SFM’s Google Calendar that is

currently in use. Information will appear about time, date and location. A contact for each event will also be established to answer any potential questions.

• The Gallery section will continuously be updated with photos that have been taken by either SFM board members or that have been sent to one of our campaign email accounts. A note to viewers encouraging them to send photos of themselves or others attending events will be displayed on the page.

Campaign E-mail Accounts • To improve organization throughout the campaign, two new email accounts will be created.

• For general inquiries and photo submissions will be sent to [email protected]• Media inquiries will be sent to [email protected]

• Multiple e-mail accounts are generally included when purchasing a new domain from hosting sites such as GoDaddy.com.

Stop, Drop and Slow Facebook page• Slow Food Madison will create an additional group page to promote and inform users of its Stop, Drop and

Slow campaign. By creating a direct link from the original Facebook page we intend to attract both current followers and new followers to ‘like’ the campaign page.

• Doing this will give SFM a place to maintain a continuous flow of direct dialogue and interaction with followers about the campaign’s activities and encouraging them to attend.

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• The campaign page will post daily content that is in accordance with the preapproved content calendar. The calendar includes generated content that strategically communicates the core messages of the campaign, promotion of campaign events, and useful information for followers (i.e. recipes, links to sourced news, etc.)

• Slow Food Madison will also use the Facebook page for the campaign as a promotion for a weekly photo recipe contest.

Slow Food Madison and Stop, Drop and Slow Twitter Accounts• Slow Food Madison will create two Twitter handles to become an active contributor to the fast-paced and

widely used Twittersphere.• The handle @MadSlowFood, will be created as profile for the organization overall. Additionally,

@StopDropSlowWI will be created as a profile to promote upcoming events and contest information for the organization’s Stop, Drop and Slow campaign. • The Stop, Drop and Slow handle will create tweets according to the content calendar. Because of

the limited character length, tweets will vary between individual, 140-character messages and links back to the campaign Facebook page and/or web page and vice versa.

• Similar to the content for Slow Food Madison’s other social network platforms, those posting and/or updating these profiles will follow the content set in preapproved content by the organization’s leaders. (please see Content Calender Creation for more informtation)

• The Slow Food Madison handle will tweet both those messages geared toward the campaign as well as links to information the organization is posting on its Facebook page.

Content calendar• Slow Food Madison will source and create content for social media platforms at least one month prior to

the dated post so board members can approve the material. • Platforms included are the organization’s Twitter page, Facebook page and online blog.• Content will include information about campaign events, posts that promote the campaign’s key

messages, and any other topics relevant to the campaign.• This tool will allow Slow Food Madison to prepare and protect itself from potential mistakes or lulls in

social media efforts.

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Confl ict Management

Issues Identification

1 | Recall of locally grown foodThe possibility of a recall of any food locally grown in Wisconsin would have major implications for Slow Food Madison. This event would be most likely to occur in the spring, summer or fall months when fresh local produce is widely available at grocery stores, farmers’ markets and through Community Supported Agriculture (CSA) shares. It could also be possible year-round if the recall involved meat, dairy, poultry or eggs. The number of variables in an event like this – the product involved, the number of food producers in Wisconsin, the potential causes of a recall – and the localized population it could affect are what make it a smoldering issue for Slow Food Madison.

A major recall would affect all consumers of Wisconsin-grown food products, which would include members, volunteers and followers of Slow Food Madison. This audience would have questions about the issue and want to hear from a trusted source about steps to take. Another affected audience would be SFM’s partners, especially local farmers. Those who grow or raise the same product that has been recalled would have to clarify whether theirs was safe to consume and reassure the public of that fact. Finally, the media would be a critical audience in this type of issue. Members of the local news media would be responsible for reporting accurate information to the public about the recall.

This issue should be placed in the amber zone on the Issues Management grid. Because of the relatively safe and straightforward farming practices used by those who sell their food locally, the crisis probability factor is low. However, the crisis impact value is high because a food recall in Wisconsin would affect a very concentrated population. Although Slow Food Madison wouldn’t have a direct role in an event like this, their support for locally grown foods would necessitate communication between the organization and its audiences to provide accurate and trustworthy information about the situation.

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2 | Slow Food USA or other Slow Food chapter caught in a crisisIn a situation where another Slow Food group is caught in a crisis, Slow Food Madison would be directly affected by the affiliated name. An event like this would likely occur alongside another large-scale event that Slow Food is invested in, such as one of their programs or a political campaign where the Slow Food group is endorsing a candidate. This should be considered a smoldering issue for SFM because of the large number of Slow Food groups that exist at the local, regional and national levels all over the United States and at the international level as well.

One group that would be affected in this situation is paying members. If they hear about misbehavior from another Slow Food group, they may be questioning where their membership fees are going and whether they want to monetarily support the entire organization. This could also be true for volunteers; they may not want to give their time to an organization that acts in unethical or illegal ways (depending on the specific situation). Partner organizations may also come to a similar conclusion. They might decide they don’t want to have a public partnership with an organization like Slow Food. Finally, the local media would be interested in hearing from Slow Food Madison about their role in the situation, and SFM would need a clear message to send to the public about their involvement or non-involvement.

This type of crisis should be placed in the red zone on the Issues Management grid. The crisis probability factor is high because so many Slow Food groups exist at varying independence levels. Slow Food Madison is part of a network that has more than 170 local chapters in the US and more than 150 organizations around the world. The crisis impact value is also high because of the direct association that the public would make between Slow Food Madison and another Slow Food group that becomes involved in a crisis. Slow Food is built on values and a lifestyle that are shared by a community of people, and a crisis within one group could harm or destroy the work that other groups have done to build the Slow Food community. Slow Food Madison’s most important responsibility in this situation would be to distinguish itself from the group involved in the crisis and ensure its audiences that it was not involved.

3 | Local farmer caught in inhumane and/or unsustainable actionsA situation where a local farmer is discovered to be acting in a way that’s contrary to the image he/she has put forward to the public could occur at varying degrees of seriousness. The public may find out that the farmer has been using chemicals on his “organic” produce; he may be caught mistreating his animals or feeding them

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antibiotics. He may make specific claims about his products that turn out to be false. This would most likely involve Slow Food Madison if the farmer is located in Dane County or southwest Wisconsin, especially if he/she sells at the Dane County Farmers’ Market. This is a smoldering issue for SFM because the advocacy role the organization takes on to support local farmers and sustainable farm practices would be compromised.

Members of Slow Food Madison and the general public would want clarification of and an explanation for the farmer’s actions, and the media would be looking for the same thing. Slow Food Madison’s partners who are farmers would also become involved, since a questioning of all local farm practices would likely come up.

The green zone of the Issues Management grid is an appropriate place for this type of issue. The crisis probability factor is low because of, again, the relatively straightforward practices of Wisconsin’s local farmers. The crisis impact value is also low. Although Slow Food Madison’s support and other local farmers may be questioned, the large community of farmers around Madison would likely come together to respond with the message that the farmer’s behavior is not acceptable. Slow Food Madison would not face much of a challenge to stand with the larger network of local farms and support honest farm practices.

4 | Legislation that negatively impacts local farmsThis type of issue would most likely involve legislation in the state of Wisconsin that affects the way local farms operate; anything that lumps larger-scale farming operations with smaller farms would likely have an impact. Because interests often clash between these two entities, this situation would probably arise where a specific issue is at stake – regulations on the use of runoff water, for example. This is a smoldering issue for Slow Food Madison because statewide legislation could have a large impact on the accessibility of the public’s food sources, and that accessibility is one of the vital issues SFM stands for.

One of the key audiences affected by this issue would be the public, including SFM’s members, volunteers, followers and their family and friends. This audience would likely want to have their voices heard during the legislative process, and Slow Food Madison could act as an information source on how to do that. The media would also be covering the issue and trying to represent both sides; Slow Food Madison would have the opportunity to voice its opinion and represent the organization and the values they support. Finally, partners who are farmers could be directly affected by the legislation and would likely need as many voices as possible advocating for them.

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This issue should be placed in the red zone on the Issues Management grid. The crisis probability factor is high because of the volatility that exists within state government and the clashing interests of large and small farms. The crisis impact value is also high because of the various populations this legislation would affect. Slow Food Madison supports both the local farmers who grow food and the consumers who purchase it, and the organization would have to face an issue like this in a way that advocates for all those involved.

Communications Plan

Crisis | outbreak of E. coli in local farmer’s spinachSlow Food Madison is facing a crisis that involves a recall of spinach from a Dane County farm. Slow Food Madison has partnered with the farmers for events in the past and has a good working relationship with them (a husband and wife team). Officials have confirmed that the spinach is tainted with E. coli, and 10 cases of illness have been reported and confirmed as related. The farm sells its produce at the Dane County Farmers’ Market, and the number of people who purchased spinach from the farm’s booth when the tainted spinach was available is not clear. Because of the potentially serious health risk to which an unidentified public has been exposed, this event should be considered a crisis.

Crisis Management Team and SpokespersonThe crisis management team will consist of two public relations agents from Slow Food Madison’s public relations agency; a support person from the SFM Board of Directors; and the SFM board member who has been designated the organization’s spokesperson. The public relations professionals bring crisis management experience to the team and will act as overall managers of SFM’s communications. The support person will be someone who is familiar with SFM’s communication channels to its various audiences and will distribute communication materials as directed by the public relations agents. Finally, the spokesperson is the name and face that the public associates with the organization. For this reason, the spokesperson will represent Slow Food Madison in all of the organization’s interactions with the media.

For this crisis, a spokesperson from Slow Food Madison is the most appropriate fit. The farmers involved in the crisis have likely met this person, and members of SFM are also likely to have seen or heard from the spokesperson before. In other words, the audiences involved will trust the information coming from a source they’re familiar with. Because the spokesperson will be relaying general information among groups and will not need to have technical knowledge of the issue, a representative from Slow Food Madison is ideal.

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Communication CentersBecause Slow Food Madison does not have a central office, the crisis management team will set up its emergency operations center in public areas with available communication channels, such as wireless internet. This could take place in a location with separated meeting areas, such as the University of Wisconsin’s Union South or a Panera Bread. The media information center will also be located in this public space, but SFM will also create a virtual media information center. Slow Food Madison will set up an emergency page within their online newsroom where members of the news media can go to find information on who to contact, how to contact them and where to go if they want to meet in person.

Segmented Communicat ions St rategy

Segment Key messages Media Timing Spokesperson

SFM Members, Volunteers & Followers

• Which farm’s produce was affected• Who may be at risk• Symptoms of E. Coli• Precautions to take• Linkstoofficialsources

• Email• Social media outlets

Immediately SFM Spokesperson

Local Partners

• Information about cross-contamination• How to reassre the public of your

produce’s safety• Precautions in farming practices

• Email• Personal Calls

Immediately SFM Spokesperson

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Media Questions

• How can consumers know whether or not it’s safe to buy produce from the Dane County Farmers’ Market?• This is the first recall the Dane County Farmers’ Market has had in its over 30-year history. So while this

is a serious situation and it needs to be treated in that way, Madison citizens can trust that Dane County farmers use healthy and safe farming practices.

• How will other local farmers know if their produce is at risk for an outbreak?• Officials have stated that produce sold at the farmers’ market on the same dates as the tainted produce

is not at risk. Only the spinach sold by the involved farm should be avoided. Officials have also not yet determined the cause of the outbreak. When the cause is discovered, farmers can compare their own farm’s circumstances to determine if they may be at risk.

• How does this outbreak make expensive produce from small farms any safer or more healthy than produce available at the grocery store?• Locally-grown, organic produce is nutritious, better-tasting and more sustainable for our environment,

and again, this is the first time the Dane County Farmers’ Market has had to issue a recall in its decades-long history. Consumers should follow the guidelines issued by officials to avoid the situation at hand, but they should also keep in mind the clean history of the Farmers’ Market.

• Even when the recall is announced to be over, how can consumers know that the produce is safe to buy again?• Officials have extensive training with food recall situations and will not cancel the recall until they are

certain no further health risks exist. Consumers should follow official guidelines.• Will this recall result in stronger regulation of vendors at the Farmers’ Market?

• When all the facts related to the current situation are uncovered, those in charge of the Dane County Farmers’ Market will announce any steps they decide to take. We don’t have the information to discuss any more details at this time.

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Budget | T imel ine SummaryEstimated Budget for Stop, Drop & Eat Slow on the Farm Dinner

Agency Staff Rate/Hour Hours Total Estimate

General Manager 175.00 1 175.00

Account Executive 85.00 8 680.00

Assistant Account Exec. 75.00 8 600.00

Secretary 50.00 4 200.00

Subtotals 21 1,655.00

Out-of-Pocket ExpensesFood Donated*

Executive Chef Volunteer

Security 175.00

Dishes/Paper Goods 250.00

Equipment Rentals 300.00

Productions of Tickets and Menus (layout and design, 2 half sheets, color) 200.00

Photography (one day) Volunteer

Production of Book (30 pages, color, bound) 3,000.00

Thank-You Notes 25.00

Press Materials 25.00

Supplies and Cooking Equipment Provided

Subtotal 3,975.00

Total 5, 630.00*Additional food purchases will be added to the total out-of-pocket expenses one week prior to the event

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Stop, Drop & Eat Slow on the Farm Dinner | Timeline

April 4 - 6 • Call Blue Moon Community Farm to go over logistics for the dinner & summer farm walk on June 22 – have information readyforcampaignlaunchfliersonApril16

April 19 • Pitch story/send news release

May 30 • Plandinnermenu,confirmequipmentneedswithchefToryMiller• Organize volunteer roles

May31-June 2 • Solicit donations of local food from area farmers/grocers

June 2 • Send announcement to volunteer communication channels to recruit volunteers

June 10• Write pitch letter, news release and email news release• Put together media kits (electronic) – news release, fact sheet & photo op• Set up online ticket payment

June 14 • Send media kits to local newspapers• Announce event on social media outlets – Facebook, Twitter, and campaign web page

June 16 • Post reminders three times weekly on social media outlets

June 20-July 1 • Collect & organize content for “How you Stop, Drop and Slow” book; produce book, tickets, menus and thank-you notes; findprinterforall

July 5 • Print all paper materials

July 5 - 8 • Securesupplies–cookingequipment,tables,chairs,tablecloths,flatware,silverware,centerpieces,otherdecorations,games

July 7 • Host volunteer training event• Solicit volunteer securty personnel

July 8 • Get rough attendance total from ticket sales

July 9 • Pick up donated food from local sources

July 10 • Shop locally for remaining ingredients, beverages *cost will be added to total out-of-pocket expenses

July 13 • Set up for event, include alternate space in case of weather

July 14 • Make sure everything is ready for guests 2 hours before the event start

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Evaluat ion SummaryEvaluation of this plan is provided for in two ways. First, short-term progress tracking includes a weekly report focused on each objective to show how progress toward achievement is to be monitored. Second, a longer-term assessment of outcomes explains how the desired outcome for each objective is to be assessed or measured.

Consolidated Weekly Progress Tracking Report

Objective ActivityOn Schedule

On TargetOn Budget

Behind ScheduleOff Target

Over BudgetCompleted

Objective No. 1Madison’s 25-34 Popu-lation

Launch on the Square

Seed Workshop

Cooking Workshop

Farm Walk

Final Dinner

Happy Hours

Blog

Facebook Contest

Objective No. 2Volunteers

Sign-up Sheets

Newsletter

Visits

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Meetings

Blog Features

Surveys

Objective No. 3Potential New Partners

Meetings

Online Communication

Objective No. 4Media

Film Event

Contact List

News Releases

Media Advisories

Media Kits

Online Newsroom

Publicity Form

Objective No. 5SFM Leadrs and Mem-bers

Media Training

Internal Facebook

Long Term Assessment

Objective No.1To increase mailing list subscriptions among the 25-34 Madison population by 100 people during the campaign timelineAssessment | Success in achieving this objective will be determined by measuring the increase in SFM’s mailing list subscriptions by 100 people from the 25-34 Madison population at the end of the three-month campaign.

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Objective No. 2 To increase the number of volunteers by 50 people during the campaign timelineAssessment | Success in achieving this objective will be determined by measuring an increase in the number of registered volunteers by 50 people at the end of the three-month campaign indicating an increase in community involvement with SFM.

Objective No. 3To create formal collaborations with other nonprofit organizations that will sustain SFM’s programming efforts in the future.Assessment | Success in achieving this objective will be determined, informally, based on communication and feedback of willingness from other nonprofit organizations to co-sponsor events and initiatives with SFM both during and after the campaign.

Objective No. 4To build relationships with local print and broadcast media reporters to increase the likelihood of media coverage of SFM eventsAssessment | Success in achieving this objective will be determined by monitoring and documenting media mentions indicating an increase in media coverage for SFM events and topics related to the Stop, Drop and Slow campaign and the slow food movement.

Objective No. 5To work with SFM leaders to improve internal communication and organization structureAssessment | Success in this objective will be determined, informally, by evaluation surveys completed by SFM leaders and members indicating a better understanding of the organization’s goals, initiatives, programming and messages.

By achieving the desired outcome for each of the plan’s objectives we will accomplish the goal: for Slow Food Madison to have a unique and active presence in Madion’s local food movement.

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| Appendix 1 | Business Situation Analysis

Company Review

Carlo Petrini founded the Slow Food Movement in 1986 as a protest to the opening of a McDonald’s near the Spanish Steps in Rome, Italy3. Petrini saw the McDonald’s as a “death to Italian cuisine.” The movement continued to expand, and in 1999 Slow Food USA was founded in Brooklyn, New York. That same year, Tami Lax, owner of Harvest and the Old Fashioned, and chef Leah Caplan founded the Madison convivium, or chapter, of the International Slow Food Movement2. As one of the first chapters in the country, Lax and Caplan were “passionate about experiencing and preserving Wisconsin’s culinary traditions”2. Eventually, 70,000 members joined the Slow Food Movement in Europe and more than 35 countries became involved. The mission was to renew interest in slow cooking and the enjoyment of regional cuisine.

Specific to the Madison chapter was its focus on artisan cheeses, sausage, and local beer and wine makers. Additionally, SFM aimed to highlight the importance of American Indian foods. This includes foods grown on locally owned or organic farms as well as Wisconsin’s wild edibles2. SFM founder Leah Caplan believed that people would enjoy and benefit from a local chapter of the Slow Food Movement. Shortly after the chapter was started Caplan said, “People take a lot of pride in our local heritage and want to preserve it. The time is right to create a group whose main focus is on the pleasure of preparing and eating food”2. These ideals and passions remain consistent with the organization’s mission today: As a chapter of Slow Food USA, Slow Food Madison strives to bring people together to enjoy the pleasures of life while promoting and sustaining the producers of good, clean and fair food and beverages within southern Wisconsin11.

As a local chapter of the nonprofit organization Slow Food USA, SFM’s primary source of funding comes from the people who attend local events6. The organization has some money stored in accounts but overall does not have a large budget to work with. SFM seeks volunteers for help and uses time and resources from current

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members involved with the chapter6. Currently SFM has approximately 100 dues-paid members and a mailing list of more than 500 people. A chapter must maintain a minimum of 20 active dues-paid members after its first year and once approved by SFUSA, the chapter can receive a percentage of membership dues based on its current dues-paid members13.

Despite SFM’s 100 paid members, events tend to attract between 10-50 people depending on the type3. Events range from farm visits followed by potlucks, visits to artisan cheese-makers, themed dinners and cooking demonstrations (Wisconsin State Journal 10/9/2009). The form of communication for SFM is e-mail updates to its mailing list members. Due to a small budget, SFM engages in very little, if any, types of formal advertising. Additionally, the nonprofit’s website, www.slowfoodmadison.org, is currently being updated, thus offering minimal information. Viewers can click links to contact the organization, find them on Facebook and to sign up for their mailing list. In the upper right corner is a feed feature upcoming events and links to a Google calendar.

SFM has an active Facebook account with 383 members and is updated periodically with information on events, current news, etc. Slow Food USA’s Facebook page has a total of 63,673 members19, and users on both pages interact with content posted by liking and adding personal comments. Presently, SFM solely uses Facebook as a social networking tool.

Apart from its ties to the world of social media, the Slow Food Movement is establishing itself as an alternative to environmentalist initiatives. Back in 1986 when Petrini protested the building of a McDonald’s in Piazza Di Spagna14, only two CSA programs existed. Today there are thousands. Slow Food Madison is a local advocate for both the national and international movement.

Current Public Reviews

Current MembersAlthough they don’t have any formal means of evaluating their member base, board members at Slow Food Madison estimated that their current members make up a mixed-gender population between the ages of 40 and 50. A similar demographic segment — those between the ages of 45 and 54 — make up 14 percent of a 170 square-mile area surrounding downtown Madison, an area where many of Slow Food Madison’s members are likely to reside15. This is the third largest age group in the area behind the young adult populations aged 25-34 and 20-2415.

As an older cohort, the 45-54 population have higher household incomes and have either bachelor’s or more advanced degrees15. Research shows that current Slow Food Madison members are just as likely to be married, divorced or separated; they also work full-time, part-time or as homemakers16. Households headed by those 45-54 spend the most on food at home, which sets them up as a prime audience for Slow Food’s mission15. They are also more likely to belong to environmentalist organizations and garden in their free time15. And while research shows they are busy workaholics who don’t have time to prepare healthy meals, they enjoy cooking for leisure, which also likely attracts them to Slow Food Madison (Simmons).

The organization, however, has expressed an interest attracting a younger demographic. Those between the ages of 25 and 34 make up a larger proportion of the population in the 170 square miles surrounding downtown, and many of their attitudes are already in tune with Slow Food Madison’s mission. Reaching out to them gives the organization a good opportunity to build membership.

MediaOur search of local media outlets has shown minimal coverage of Slow Food Madison and its events. The organization received a good amount of publicity in print media in the years following its creation in 1999 but has faded from the local media since then. More recent coverage of events in which SFM is partnered with restaurants or other organizations begs the question of which entity contacted the media for the publicity. If an established relationship exists between Slow Food Madison and the media, it is not clearly conveyed.

Partner OrganizationsSlow Food Madison has partnered with various organizations for events in the past, including cooking breakfast at the Dane County Farmers’ Market during the winter and helping with REAP Food Group’s Food for Thought festival6.These organizations, as well as the Madison Area CSA Coalition (MACSAC) are nonprofits that, like Slow Food Madison, are interested in promoting and sustaining local food movements. No formal relationships exist between SFM and these groups, although they are well-established in the community and are part of a vast network of like-minded organizations.

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Slow Food Madison Marketing Analysis

Media Relations Monitoring

Slow Food Madison has minimal media relations activities that are evident. According to one board member (2), SFM often relies on the publicity efforts of other organizations and businesses with whom they do joint events. Consequently, coverage of the organization has consisted mostly of event announcements in the Wisconsin State Journal and the Capital Times3.

Some features have also appeared in the last five years, the most recent of which is a profile of Genya Erling, an SFM board member and founder of Slow Food UW-Madison, published in March 2011 in Edible Madison magazine4. However, it’s unknown how these stories reached the media because of SFM’s unclear media relations policy.

Coverage of SFM began to pick up in 2005, six years after the organization’s creation, and peaked in 2009 with a combination of event announcements, features and mentions in stories unrelated to SFM*. However, the organization had no media coverage in 2010. This could be because SFM created its Facebook page that year, which a board member said has been their main channel for communicating with the public2. Slow Food Madison has had some coverage so far in 2011, but a look at the activity on their Facebook page makes it clear the organization is relying on their social media efforts for most of their publicity.

Finally, SFM has a limited public voice for the media to access because of their temporary lack of a web site. Their Facebook page is the only public source of knowledge about the organization that the media can go to.

Slow Food Madison has the potential to increase the effectiveness of their media relations activities. Coverage of events in the Wisconsin State Journal and the Capital Times, which are both owned by Capital Newspapers and operate online at Madison.com, is a good starting point since the web site generates 431,000 unique monthly visitors5.

*Please see Appendix 2 for a complete list of stories

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Because their coverage in features and longer pieces is limited, SFM should also be sure to emphasize the organization’s key messages in those stories. A sampling of some of the articles that have featured SFM in the past shows that the organization typically discusses at least two of the four key messages listed above. The most commonly referenced message is the importance of preserving Wisconsin’s (or other) local food heritage. This is mentioned in the Edible Madison story featuring Genya Erling when she is characterized as being “invested…in the future of Wisconsin’s food system”4. The author also discusses Slow Food USA’s Ark of Taste program, which “catalogs and promotes traditional produce and livestock in hopes of saving dwindling varieties from extinction”4. In a 2009 Wisconsin State Journal story about SFM’s Celebrate Autumn dinner, the author describes Slow Food Madison as “an organization that aims to reconnect people with the origins and heritage of their food”9.

Other parts of these stories also emphasize the value SFM places on the pleasures of food, especially when it’s shared. In a 2006 Capital Times story, one SFM member describes a particular program as aiming to “recapture some of the food memories, something that reminds you of the tomato you once ate at your grandmothers”10. While key messages could be more explicit and included more often in these stories, the excerpts above show how SFM can effectively further its key messages through its communication with the media.

To further develop the advantages of this media coverage, the Slow Food Madison should be more proactive about connecting with the media. A formal media relations plan would allow SFM to take control of their media exposure, rather than relying on partnering organizations for publicity. To supplement that plan, a media relations policy would give SFM a framework for the organization to follow in its media efforts; it would also allow for consistent internal communication regarding any activity with the media.

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Social Media Monitoring

Slow Food Madison is currently using Facebook and email to connect with its members. While the organization’s web site is under construction, their temporary landing page provides contact information, links to other Slow Food organizations, and a Google calendar of events. However, because of the web site’s construction, we were unable to determine the site’s online audience and accurately evaluate SFM’s web site content.

Even though SFM’s web site may not be fully established, in early March of 2010 Slow Food Madison created its own Facebook page. The group posts information about current news topics and upcoming events. At the beginning of March of this year we began observing Slow Food Madison’s Facebook presence using Swix, an online monitoring tool7. Over a 20-day period SFM’s Facebook page has increased its audience by 32 additional members, making a total of 379 followers. While some followers interact with the page by commenting and “liking” posts, Slow Food Madison generates most of the page’s content (see the appendix for detailed documentation of SFM’s monitored Facebook content).

Facebook was the only social media network that Swix picked up and monitored. Notably, Slow Food Wisconsin Southeast (Slow Food WiSE) has a Facebook network of 442 individuals, a Twitter account with 835 followers and a fully developed web site. SFM can achieve this same online presence through the implementation of a well-developed social media plan.

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SFM also sends out emails with information similar to its posted content as well as opportunities to become more involved. The interface of the emails match the current landing page of the organization’s under-construction web site. The messages are clear to understand and easy to read and help guide the recipient to the necessary resources and links.

We also used SocialMention.com to better define the perception of SFM across social media networks. In total we only found 86 mentions. However, none of the varying blog posts, tweets, and Flickr images negatively discussed SFM (see the appendix for a detailed documentation of these mentions).

As a smaller nonprofit organization, SFM has started to build up its social media presence using a limited number of social media platforms. The ability to leverage these networks will create more effective communication between the organization’s leaders and its members. However, tools such as Twitter and LinkedIn could help increase the organization’s presence within the Madison community. Similar to Facebook, these tools are free and generally easy to use and manage, but they do require constant attention and monitoring. SFM will need to establish a team of individuals in charge of developing content calendars for all social media platforms.

However, it is important to have a strategic plan to ensure that all social media networks share similar content and overall tone. Because this campaign focuses on developing SFM’s brand and image, a consistent voice to the public is key. While it may be easiest for one person to manage all of the organization’s social content, this may not be realistic for a small nonprofit organization. Instead, we suggest bringing on an intern or team of interns to moderate and update social content. Developing a social media policy will also create a consistent understanding of what is expected in SFM’s social media efforts.

Past Partnerships

Organizations and initiatives similar to Slow Food Madison have a strong presence within the Madison community. We have identified the following organizations:

• REAP Food Group• Madison Area CSA Coalition

Each of these organizations advocates for issues and programs similar to SFM but vary in their goals. Read below for more specifics about each organization.

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REAP Food GroupREAP (Research Education Action and Policy) Food Group is a nonprofit organization that was founded in 199812. According to their website, it has a mission to rebuild a “regional food system that is healthful, just, and both environmentally and economically sustainable”12. REAP is also committed to its eight fundraising programs that further its causes. A board of several directors, in addition to staff members overseeing specific operations, runs the organization12. REAP’s core projects range from the annual Food For Thought Festival held downtown to their efforts to promote local food with Buy Fresh, Buy Local. Each of these programs brings a local aspect to the minds of their members while also reinforcing the organization’s core values.

Madison Area CSA CoalitionThe Madison Area Community Supported Agriculture Coalition (MACSAC) established its mission in the fall of 1992, according to its web site20. Founders of the initiative saw “the philosophy, spirit, and practicalities of CSA… a natural fit for a progressive-leaning Madison.” A dedicated board comprised of farmers and local activists in addition to three employees manning the office runs the organization. Main tasks include: creating a bimonthly newsletter as well as coordinating annual events. Overall, MACSASC strives to initiate cooperation among farms in Madison to promote and advance local, community-based food systems. Throughout the 19 years MACSAC has been serving the community, over 60 farms have at one point or another joined the coalition. Currently 48 farms make up the association. While the price of large CSA shares has increased from $375 in 1993 to $550 today, over 9000 shares have been sold in the Madison area. By purchasing a share from CSA families are provided with locally produced and grown groceries on a regular basis. Food is provided by the variety of farms involved with the coalition and gives families the opportunity to sample food from their local farms20.

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SWOT Analysis

Strengths Weakneses Opportunities Threats• Support of a national

organization• Large informal network (as

measured by mailing list)

• Lack of consistent programming

• Small number of active members

• Limited funding• Lack of internal

communication and structure

• Small volunteer base

• Growing support for local food movement

• Developing partnerships with established organizations

• Tapping into new consumer publics

• Busy lifestyles and work schedules of primary public

• Perceived as an “elitist movement”

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| Appendix 2 |Media Relations and Social Media Tools

As a non-profit organization, the publicity Slow Food Madison gains from earned media coverage as a result of our public relations efforts is invaluable. We encourage all those affiliated with the organization to follow the guidelines outlined in our Media Relations Policy. Doing so will assure that we actively manage the public conversation surrounding Slow Food Madison.

Slow Food Madison SpokespersonTo ensure that Slow Food Madison is represented in the public with a consistent voice and message, one member of the Board of Directors will be named as SFM’s spokesperson for all media inquiries. This person will receive some media training for the most effective communication of our organization’s key messages and to establish a professional and credible public image.

Responding to the MediaMedia requests that SFM board members, members or volunteers receive for information or comments about the organization should be forwarded on to the spokesperson. The spokesperson will either respond to the inquiry him/herself or forward the request on to the appropriate person.

If a board member, member or volunteer is authorized by the spokesperson to respond to a reporter’s request, he or she may do so immediately or ask for some time to get back to the reporter. If this is the case, however, please be aware of the deadlines that reporters often work under. It’s okay to ask a reporter what his/her deadline is.

Representing Slow Food Madison When communicating with the media or participating in an event where the media are present, remember that you represent Slow Food Madison as an organization. Please keep this in mind and treat all members of the media with courtesy and respect. Much of the perception of Slow Food Madison as an organization will come from the actions of its members.

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Event publicityTo guarantee complete and timely announcements of all Slow Food Madison’s activities, each event should have a completed publicity form as soon as the details of that event are confirmed. When the form has all the pertinent information, it should be given to the spokesperson no later than four weeks before the date of the event.

Materials Sent to the MediaAll materials prepared by Slow Food Madison to be sent to the media, such as news releases and media advisories, should be approved by the organization spokesperson before being sent out. They should follow the formats provided for publicity tools depending on whether they are being sent out in print or electronically.

All news releases should end with the following statement:“Slow Food Madison, one of hundreds of local chapters of the national non-profit organization Slow Food USA, gathers Madison citizens together with various events and programs, encouraging them to enjoy the pleasures of good food and shared meals, discover the benefits of clean food, and celebrate Wisconsin’s unique culture of food and drink.”

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Social Media Policy11, 12

As one of 225 local chapters of Slow Food USA, these new media tools amplify our voice and help us share our goals and messages within our community13. While social networks such as Facebook and Twitter are great for interacting and communicating with community members, it is important to follow our Online Social Media Guidelines for both personal accounts and those on the behalf of our organization. We strongly encourage our employees and group members to post and comment via social media following our Online Social Media Guidelines as we work to increase awareness and knowledge of Slow Food Madison within the community.

Our GoalsSlow Food Madison is a non-profit organization that aims to educate and act as a resource for the local Madison community on the goals and practices of slow food. All employees should know the organization’s core values and messages as a basis for all content that is published via social media.

• To enjoy and share the pleasures of good food and shared meals.• To discover the benefits of clean food that is good for your body and good for our environment.• To celebrate Wisconsin’s unique culture of food and drink.

Online Social Media Guidelines

Organization Commitments4

1. Transparency in all social media outlets. Slow Food Madison will not tolerate any content posted or published that intends to mislead followers and control conversation. It must be known to all users that the organization will be and is authorized to monitor and track its online presence. Slow Food Madison also requires all bloggers and social media influencers to disclose this to their readers.

2. Protection of member’s privacy. Any information that is personally identifiable (PII) that is collected either online, in person or any other collection method is not be shared via social media (including email and instant messaging communication).

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3. Respect of copyrights, trademarks, rights of publicity, including user-generated content. All information posted to any of Slow Food Madison’s social outlets not created solely by the influencer must provide readers and followers with the appropriate link to where the information is sited (this includes all news articles, YouTube videos, photographs, etc.)

4. Responsibility of our technology. Slow Food Madison will not direct or include any websites that use excessive tracking software, adware, malware, or spyware. Slow Food Madison understands and respects the personal identity of its followers and users.

5. Application of the best online practices. Slow Food Madison will utilize social media to listen and engage with the online community in compliance with these regulations. As needed, our Online Social Media Guidelines will be updated to reflect the latest standards of online behavior.

Expectations for Online Influencers1. Be trained in the social media of influence. All employees who wish to access the organization’s social media accounts must complete an online tutorial for the particular network. A member of the board will then verify training and provide the individual with the proper login information.

2. Follow our Code of Ethics and Organization Policies. When utilizing the online profiles of Slow Food Madison, you are a representative for the organization and must act with honesty and integrity. Once content has been posted it is visible to all of our followers, readers and users of the specific platform.

3. Stay in coordination with content approved in the content calendars. Prior to posting and updating the online profiles of Slow Food Madison, influencers will be provided with a content calendar. These calendars are approved by Slow Food Madison board members in advance and include information for postings on a daily basis. It is critical to at minimal follow the calendar, yet additional posts that follow the Online Social Media Guidelines are strongly encouraged.

4. Maintain a record of postings and online communication. As a growing organization it is critical to monitor and gage the tone of the social discussion for Slow Food Madison. We understand that online conversations are often immediate, however, it is important to document them when officially representing an

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organization. Since online organization statements can be held to the same legal standards of traditional media communications it is imperative to maintain a document of records. Please send a copy of all records to the chapter leader on a weekly basis.

5. When unsure, no disclosure. Each individual is responsible for his or her own words and actions whenever and wherever they are. Before posting make sure all content is entirely accurate and is not misleading or reveals private information of the organization. Use your personal common sense. If a situation should arise where you are unsure how to respond, please alert the chapter leader and wait for his or her response before continuing.

6. What is local may go global. Just because you are posting content in Madison, WI does not mean that the content you have posted will stay within city boundaries. Be sure to use common sense ad maintain a “world view” when you are initiating and partaking in online conversations.

7. Once it’s posted, it’s permanent. Mistakes can happen, but once something has been published online it becomes part of a permanent record, even if removed, deleted or made anonymous. Before posting be sure to proofread and double, even triple, check all links.

8. Be there first. If by accident you make or notice the organization has made a mistake, be the first to make the correction and showcase that you have done so.

EnforcementThose who are in violation of our social media policy may be subject certain disciplinary actions, up to and including termination.

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| Appendix 3 |Pitch Letter

News Release

Email News Release

Slow Food Madison Fact Sheet

Stop, Drop & Slow Campaign Websites

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Apri l 19, 2011

Linda Falkenste in, Features and Supplements Edi torIsthmus | The Dai ly Page101 King StreetMadison, WI 53703

Dear Mrs. Fa lkenste in:

Close your eyes and imagine yoursel f outdoors re lax ing under a moonl i t sky, as the aroma of roast ing herbs sweeps beneath your nose. Imagine a d in ing room with the scenery of the great W isconsin outdoors and a cr isp whi te tablec loth beneath a beaut i fu l bouquet of f reshly p icked tu l ips and g l immer ing candles. Imagine your taste buds indulg ing in a decadent four-course meal and savor ing every b i te. Imagine the royal t reatment.

Our local nonprof i t , S low Food Madison (SFM), is prepar ing to make th is daydream a rea l i ty, here in our very own Madison, WI. SFM recent ly launched the Stop, Drop and Slow campaign to educate the Madison community about Slow Food and i ts benef i ts .

For your readers interested in t ry ing something d i fferent, SFM has created the per fect affa i r. The abi l i ty to Stop, Drop and Eat Slow on the farm is scheduled to take p lace th is Ju ly at the Blue Moon Community Farm. S ince the weather wi l l be warm and del ic ious food wi l l be in season, readers wi l l have the per fect opportuni ty to t reat themselves to a n ight of the best food Madison has to offer.

We are g iv ing away s ix pai rs of t ickets to our lucky onl ine rec ipe contest winners and more than 60 t ickets wi l l be avai lable for purchase. We plan to create the longest outdoor d in ing room table that Madison has ever seen. The best t ime to reach me about more deta i ls for the farm dinner is f rom 8 a.m. to 4 p.m. weekdays at S low Food Madison at 123.456.7891. You can a lso reach me on my cel l phone at 098.765.4321. I wi l l be in touch with in a few days to check in and ask i f you need any other in format ion. Thank you for your t ime.

Regards,

Jess ica Jordani

Director, Publ ic Relat ions

SLOW FOOD MADISON1234 Univers i ty Avenue

Madison, WI 53703 For More Informat ion:

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For More InformationJessica Jordani

Director, Publ ic Relat ionsSlow Food Madison

123.456.7890j [email protected]

Apri l 19, 2011

For Immediate Release

Slow Food Madison Inv i tes Guests To Dine Beneath The Moon

Madison, WI – Apri l 19, 2011– On July 14, Slow Food Madison inv i tes you to t reat your taste buds to one of the f inest meals you wi l l ever taste, wi thout the f ive-star dress code. Blue Moon Community Farm in Stoughton, WI wi l l open i ts gates as the sun starts to set to k ickoff the Stop, Drop and Eat Slow farm din ing exper ience.

The dinner wi l l be a ce lebrat ion of local food, good company, and the re lease of S low Food Madison’s community-bui l t rec ipe book How You Stop, Drop and Slow. Al l d inner at tendees wi l l receive one copy of the cookbook. Addi t ional copies wi l l be avai lable for purchase and a l l proceeds wi l l be donated to a local Madison Food Shel f .

Guests wi l l get to exper ience the br i l l iant cu l inary expert ise f rom Chef Tory Mi l ler, of Graze and L’Eto i le . Named Madison Magazine’s Chef of the Year for two years in a row, Mi l ler has volunteered h is t ime to create a four-course meal of local ly farmed ingredients to sat is fy the stomachs of 100 lucky d iners.

T ickets wi l l be avai lable for purchase onl ine at www.stopdropslowwisco.com and at a l l S low Food Madison events start ing in June. T icket pr ices are st i l l to-be-determined and wi l l d i f fer s l ight ly for S low Food Madison members and non-members. Interested in learn ing more about Slow Food Madison or becoming a member? V is i t www.s lowfoodmadison.org for more informat ion about jo in ing our local chapter.

The Blue Moon Community Farm is one hal f hour southeast of Madison and is known for i ts f resh, h igh-qual i ty produce. Owned by Kr isten Kordet and managed by a smal l staff , B lue Moon Community Farm is a member of the Madison Area CSA Coal i t ion (MACSAC) and a l lows MACSAC members to p ick f i rsthand f rom thei r 40 d i fferent vegetables. For more informat ion and di rect ions to the farm, p lease v is i t www.bluemooncommunity farm.com.

About Slow Food Madison

Slow Food Madison, one of hundreds of local chapters of the nat ional non-prof i t organizat ion Slow Food USA, gathers Madison c i t izens together wi th var ious events and programs, encouraging them to enjoy the p leasures of good food and shared meals, d iscover the benef i ts of c lean food, and celebrate W isconsin’s unique cul ture of food and dr ink.

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To: L inda Falkenste inSubject Line: F ive-Star Din ing -- W ith W isconsin’s Dai ry Cows?

Spice up your Thursday n ight menu and leave s lav ing in the k i tchen for another day. Only Ju ly 14, Slow Food Madison inv i tes you to “Stop, Drop and Eat Slow”, whi le enjoy ing beaut i fu l scenery, company, and delectable food prepared by Madison Chef of the Year Tory Mi l ler. The Blue Moon Community farm, located th i r ty minutes southeast of Madison wi l l t ransform the great outdoors to an e legant d in ing exper ience without the dress code. Come comfortable and don’t worry about miss ing your reservat ion. We’re in no rush.

The Stop, Drop and Eat Slow outdoor d in ing exper ience wi l l be a ce lebrat ion of local food and company, as wel l as, the re lease of S low Food Madison’s f i rst community-bui l t cookbook. Al l at tendees wi l l receive one copy of How You Stop, Drop and Slow. Addi t ional copies wi l l be avai lable for purchase and a l l proceeds wi l l be donated to a local Madison Food Shel f .

T ickets wi l l be avai lable for purchase onl ine at www.stopdropslowwisco.com and at a l l S low Food Madison events start ing in June. T icket pr ices are st i l l to-be-determined and wi l l d i f fer s l ight ly for S low Food Madison members and non-members. Interested in learn ing more about Slow Food Madison or becoming member? V is i t www.s lowfoodmadison.org for more informat ion about jo in ing our local chapter.

The Blue Moon Community Farm is one hal f hour southeast of Madison and known for i ts f resh, h igh-qual i ty produce. Owned by Kr isten Kordet and managed by a smal l staff , B lue Moon Community Farm is a member of the Madison Area CSA Coal i t ion (MACSAC) and a l lows MACSAC members to p ick f i rsthand f rom thei r 40 d i fferent vegetables. For more informat ion and di rect ions to the farm, p lease v is i t www.bluemooncommunity farm.com.

About Slow Food Madison

Slow Food Madison, one of hundreds of local chapters of the nat ional non-prof i t organizat ion Slow Food USA, gathers Madison c i t izens together wi th var ious events and programs, encouraging them to enjoy the p leasures of good food and

shared meals, d iscover the benef i ts of c lean food, and celebrate W isconsin’s unique cul ture of food and dr ink.

Regards,

Jess ica Jordani

Jess ica JordaniDirector, Publ ic Relat ionsSlow Food Madison123.456.7890j [email protected]

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Slow Food Madison Fact Sheet

Our mission

The s low food movement a ims to s low down the processes in which people purchase, prepare and consume food. As an organizat ion, S low Food Madison encourages i ts members to do th is in three ways:

• Enjoy and share the p leasures of good food and shared meals as a community.• Discover the benef i ts of c lean food that’s good for your body and good for our env i ronment.• Celebrate W isconsin’s unique cul ture of food and dr ink.

Who we are

With about 100 members, S low Food Madison is part of a wor ldwide network that works to reconnect people wi th the i r food. I t is one of more than 170 local chapters of the nonprof i t organizat ion Slow Food USA, which supports the goals of the s low food movement throughout North Amer ica. S low Food USA is a lso part of S low Food Internat ional . Th is g lobal organizat ion is act ive in more than 150 countr ies and has more than 100,000 members.

What we do

Slow Food Madison hosts programs and events in and around Madison that embody the va lues of the s low food movement. These inc lude monthly happy hours, workshops, farm v is i ts and more. Most events are f ree and open to the publ ic. S low Food Madison a lso supports the efforts of larger programs held by Slow Food USA.

History

Car lo Petr in i began Slow Food in 1989 in Rome, I ta ly as a protest against the opening of a McDonald’s near the Spanish Steps. He was concerned that the fast pace of l i fe today, inc luding fast food, was threatening to destroy h is home country’s food cul ture. S low Food came to the Uni ted States in 1999, and Slow Food Madison was started that same year by Tami Lax and Leah Caplan. Today, the movement is act ive on s ix cont inents.

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Social Media Posts for Recipe Contest

Facebook Cal l ing ALL Foodies! ! The Slow Down Your Recipe Contest is f ina l ly here! Every other Sunday we wi l l post the weeklong theme and anxiously wai t to repl icate your del ic ious rec ipes and set your mouthwater ing photos as our desktop backgrounds. Each week we wi l l choose a new winner based on the number of l ikes your post ing garners. W inners wi l l be g iven a pai r of t ickets to at tend our Stop, Drop, and Eat Slow farm dinner on July 14. Since a l l of us at SFM agree that breakfast is our favor i te meal , th is week’s theme is: The Incredib le, Edib le and Versat i le Egg – Your best egg rec ipes! So everyone get cracking and let the cooking begin! Read the ru les and guidel ines here…

Twitter#Madison #Foodies the rec ipe contest is on! Post ur best #Egg rec ipes 2 #Win! @StopDropSlowWI Rules> http://b i t . ly/j IFg6r #s lowfood #breakfast

BlogStop, Drop and Slow Down your BEST Recipes – [contest ]Cal l ing ALL Foodies! ! The Slow Down Your Recipe Contest is f ina l ly here! Every other Sunday we wi l l post the weeklong theme and anxiously wai t to repl icate your del ic ious rec ipes and set your mouthwater ing photos as our desktop backgrounds. Each week we wi l l choose a new winner based on the number of l ikes your post ing garners. W inners wi l l be g iven personal inv i tat ion for two to at tend our Stop, Drop, and Eat Slow on the Farm Dinner in Ju ly. S ince a l l of us at SFM agree that breakfast is our favor i te meal , th is week’s theme is: The Incredib le, Edib le and Versat i le Egg – Your best egg rec ipes! So everyone get cracking and let the cooking begin!Rules and Guidel ines

• Al l entr ies must be submit ted by 11:59 p.m. on the Saturday of each post ing week. Posts submit ted af ter th is t ime wi l l not be e l ig ib le.

• Al l entr ies must l ive wi th in the Madison area, as th is is a compet i t ion for S low Food Madison.• Al l entr ies must f i rst be posted to the publ ic photo a lbum on F l ickr wi th the rec ipe as the capt ion. • The owner of the photo must prepare h is or her own entry. Any entr ies found to be copyr ighted wi l l resul t in

d isqual i f icat ion. • Al l photos should inc lude a l is t of ingredients as a capt ion so other users can t ry your del ic ious d ishes.• Al l winners wi l l be announced dur ing the off week of the contest .• Winners each week wi l l be determined by the number of tota l l ikes for your post for the weekly category.• A tota l of s ix winners wi l l receive personal inv i tat ions for two to at tend the Stop, Drop and Eat Slow farm dinner on

July 14. • Have fun and show everyone the delectable food you can create in your k i tchen!

Cl ick Here to upload your photos to our Flickr a lbum…

Tags: Contest , S low Food, Madison, Breakfast , Eggs, Recipe

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Social Media Posts for Recipe Contest

Campaign web pagewww.StopDropSlowWisco.com

Facebookwww.facebook.com/SlowFoodMadisonwww.facebook.com/StopDropSlowWI

Twitterwww.twit ter.com/MadSlowFoodwww.twit ter.com/StopDropSlowWI

Blogwww.StopDropSlowWisco.com/blog



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| Appendix 4 |Research Material

Slow Food Madison Media Coverage

Stories from LexisNexis Academic search for “Slow Food Madison”20111.14.11 Side Dishes “Slow food making breakfast” (WSJ)event announcement

Spring 2011 “In the kitchen with Genya Erling” (Edible Madison)Board member profile

20091.30.09 Side Dishes “Market breakfast” (WSJ)event announcement

2.6.09 Side Dishes “Market breakfast” (WSJ)event announcement

2.9.09 “Galileo’s Birthday Wine-Tasting Benefit” (State News Service) event co-host announcement

9.18.09 Side Dishes “Buying locally” (WSJ)event announcement

10.9.09 “Warming up to slow food; Madison group celebrates autumn with a meal cooked in a pit for 110 guests” (WSJ) Chris Martell, event feature

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12.10.09 “Chef finds role as ‘chief food officer’; Leah Caplan, a chef and former culinary school proprietor, has joined the staff at Metcalfe’s” (WSJ)mention

20081.2.08 Food Stuffs “Slow food event” (WSJ)event announcement

1.4.08 Culinary Clips “Eat slowly” (CT) Mary Berginevent announcement

9.26.08 Side Dishes “Slow food” (WSJ)event announcement

20071.15.07 “Different labels, but same aims” (CT) Mary Berginmention

1.15.07 “Order to go; state is ramping up efforts to promote culinary tourism” (CT) Mary Bergin mention

2.25.07 “Know your Madisonian: Susan Streich Boldt” (WSJ) Susan Lampert Smithmember profile

9.5.07 Food Stuffs “RAFT picnic set” (WSJ)event co-host announcement

9.12.07 “Food events aim to educate” (WSJ) Chris Martellevent co-host announcement



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20064.27.06 “Seed to supper: a home-grown project” (CT) Lynn Welchprogram feature

20052.11.05 “Three courses served for s low food benef i t ” (WSJ)event announcement

5.3.05 “Cul inary group sets events” (WSJ)meet ing co-host announcement

5.31.05 “Chew event Wednesday” (CT)meet ing co-host announcement

20029.18.02 “Upcoming Food for Thought fest iva l ’s message: eat local ly” (CT) Susan Stre ich Boldtmember edi tor ia l

20001.19.00 “Two extremes of malnutr i t ion” (CT)edi tor ia l

199910.25.99 “Don’t gobble! ; Group urges people to take t ime to taste the i r food” (CT) Debra Carr-E ls ingorganizat ion prof i le

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Slow Food Madison Monitored Facebook Content

AnalysisAfter document ing the content of S low Food Madison’s Facebook page for over one year a few th ings are ev ident. SFM generates a major i ty of the post ings and there is very l i t t le interact ion between SFM and those who l ike the organizat ion’s page. A tota l of s ix post ings are f rom other users and only a handfu l of po¬sts showcase discussions between SFM and users. W ith the implementat ion of a more focused and interact ive socia l media p lan we hope to increase the interact ion and content generated by users on SFM’s Facebook Page.

Sample of Facebook Content Extracted f rom PageSlow Food Madison:The next SLUR happy hour wi l l be on Feb 23rd at Graze. Hope to see you there!January 28 at 2:26pm · L ike · El izabeth Haight l ikes this.

Slow Food Madison:Bad news.U.S. Approves Plant ing of Genet ica l ly Modi f ied Al fa l fawww.nyt imes.comThe agr icu l ture secretary pul led back f rom a proposal that would have restr icted the growing of genet ica l ly engineered a l fa l fa to protect organic farmers.January 27 at 8:04pm · Like · · Share

Pam Malone: My heart is breaking. How long before W isconsin Organic Farms are affected?January 28 at 1:03am · L ikeSlow Food Madison: ht tp://act ion. foodandwaterwatch.org/p/dia/act ion/publ ic/?act ion_KEY=5667January 28 at 11:37am · L ike

Slow Food Madison:Sorry to hear th is, but h is upcoming blog sounds l ike i t wi l l be r ight up Slow Food’s a l ley !The Min imal ist Makes His Ex i twww.nyt imes.comAfter more than 13 years, th is week marks the end of the weekly Min imal ist column f rom the pages of the Din ing sect ion.January 26 at 1:21pm · L ike · · Share

Slow Food Madison:Great turnout for the Slur last n ight ! Looking forward to the next one.January 26 at 12:12pm · L ike ·



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Slow Food Madison:Come to the January SLUR Happy Hour! Tues, Jan 25th f rom 5:30-7:00 (or later ) . There is no cost and no program, just socia l iz ing with your fe l low Slow Foodies. You dont even need to be a member! Located at Merchant in downtown Madison. www.merchantmadison.comMerchant | Craf t Cockta i ls – W ine – Food & Grocerywww.merchantmadison.com“This space screamed to be a restaurant,” says Merchant co-owner Joshua Berkson. Prev iously off ice space, empty s ince Extra Bold Port fo l io school fo lded, the spare, square, open room at 121 S. Pinckney is now a cafe/restaurant/cockta i l bar/urban grocery. Opening today, Merchant …January 18 at 4:48pm · L ike · · Share3 people l ike this.

Slow Food Madison: No charge to at tend, but, of course, i t is a cash bar. Hope to see some of you there!January 25 at 10:38am · L ike

Slow Food Madison:We served over 400 very sat is f ied people at the W inter Market Breakfast yesterday. Huge thanks especia l ly to Bert Bevers lu is for developing the rec ipes and f igur ing out how to make them work for hundreds of port ions and Matt Smith for procur ing the food and h is inva luable help in the k i tchen! Thanks a lso to a l l the volunteers who made th is potent ia l ly chaot ic morning run smoothly !January 16 at 11:51am · L ike · 3 people l ike this.

Slow Food Madison:Some pictures of the workshop th is week with Bi l l Peterson of W isconsin Cut lery. Thanks for coming, and thanks Bi l l , i t was great !Kni fe workshop @ Wisconsin Cut lery - a set on F l ickrwww.f l ickr.comJanuary 15 at 2:10pm · L ike · · ShareTraci Nathans-Kelly l ikes this.

Slow Food Madison:Photos of our Saturday breakfast vo lunteers have cal led in s ick, can anyone f i l l in f rom 9:30 to 11:30 at the Senior Center Taste of the market Breakfast? Volunteers get a f ree meal ! Emai l us at vo lunteer [email protected] 14 at 9:51am · L ike ·

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Slow Food Madison:We could st i l l use a few more volunteers for th is Saturday’s Dane County Farmers Market breakfast . Come jo in us and other vo lunteers cook and serve severa l hundred meals of f resh-cooked local produce. Emai l us at vo lunteer [email protected] i f you can come for some or a l l of the morning.January 12 at 11:54am · L ike ·

Slow Food Madison:Not sure th is got out: S low Food Madison and Wisconsin Cut lery are host ing a workshop about kn ives th is Wednesday. I t ’s f ree, and a l l are welcome, but reservat ions are required because space is l imi ted. Hope to see you there!Kni fe WorkshopLocat ion: W isconsin Cut leryT ime: 5:30PM Wednesday, January 12thJanuary 9 at 5:45pm · L ike · · Share

Slow Food Madison:President Obama s igned the Food Safety Modernizat ion Act today!January 4 at 9:03pm · L ike · 4 people l ike this.

Slow Food Madison:Great stuff f rom Mark Bi t tman on susta inable eat ing. . . you have to cook!Susta inable Food - Three Recipes by Mark Bi t tmanwww.nyt imes.comThree basic rec ipes to help change the way we eat and l ive.January 3 at 10:20am · L ike · · Share

Slow Food Madison:Congratu lat ions to Pleasant Ridge Reserve cheese for the i r ment ion in Saveur magazine and the Today Show!! !TODAY Show Video Playertoday.msnbc.msn.com



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Slow Food Madison Social Media Mentions

Blogs• Giraff i t i | Urban Arts and Agr icu l ture

• Author is leading a pro ject wi th Slow Food Madison to sponsor a garden in Dakar• Slow Food Foundat ion for Biodivers i ty started the 1000 gardens in Afr ica pro ject at the 2010 Terre Madre

Gather ing• Wants to organize a t r ip to work there as soon as December/January 2011/2012

• http://g i raff i t i .wordpress.com/2011/02/24/the-beginnings-of-the-pro ject/• Simple Good and Tasty | B log

• Madison Celebrates Local and Susta inable Food on the Square• Orig ina l ly taken f rom Out and About, which was posted on Ocober 6, 2010 by Kathe Radtke• Discussion REAP’s annual Food for Though Fest iva l on the square and ment ioned Slow Food Madison host ing i ts

own booth.• This year’s fest iva l a lso featured booths f rom some of Madison’s best susta inable food resources, such as

Madison Area Community Supported Agr icu l ture Coal i t ion (MACSAC), Dane County Food Counci l , Fr iends of Dane County Farmers’ Market, Local Di r t , and Slow Food Madison. There were p lenty of books to browse, del ic ious local food samples to savor, and knowledgeable foodies wi th which to ta lk.

• http://s implegoodandtasty.com/2010/09/29/madison-celebrates- local-and-susta inable- food-on-the-square• Slow Food UW’s Blog

• Ment ioned Apr i l 15, 2010 by mnanderson• Fami ly Dinner Nigh with Slow Food Madison, the b log shared a post about the upcoming Fami ly Dinner n ight

to encourage members of S low Food UW to RSVP and attend the event. • For those who are unaware of our “ear ly days,” S low Food Madison helped to get us off the ground when

we were founded a few years ago. On Apr i l 19, let ’s repay the favor by welcoming them into our k i tchen and by enjoy ing the bounty of food that they are prepar ing for us. SF Madison wi l l be br inging a team of h ighly sk i l led chefs, so we guarantee that i t wi l l be a spectacular meal . Come to celebrate our roots, and to enjoy good, c lean, and fa i r food! S low Food Madison was founded back in 1999, the same year as Slow Food USA, making i t one of the ear l iest chapters in the country. We offer the community a var iety of events f rom farm v is i ts to restaurant d inners to smal l how-to workshops. Non-members are welcome to jo in SF Madison for events and learn more about our commitment to Good (Del ic ious food created with care f rom heal thy p lants and animals ) , Clean (nutr i t ious food that is as good for the p lanet as i t is for our bodies. Grown and harvested with methods that have a posi t ive impact on our local ecosystems and promote b iodivers i ty ) and Fai r (Food that is accessib le to a l l , regardless of income, and produced by people who are t reated with d igni ty and are just ly compensated for the i r labor ) .

• http://s lowfooduw.wordpress.com/2010/04/15/fami ly-d inner-n ight-with-s low-food-madison/

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Links• Just Coffee Cooperat ive

• Bottom lef t S ide of Page under the websi te’s l ink s Slow Food Madison is l is ted as wel l as, • Young’s Amer ica, SNYC/RTMS, Just Coffee Denmark, Democracy now, Marc Maron –WTF, WORT, MACSAC,

CALA, Coop Amer ica, BUILD, Insomnia Radio, BEEHIVE COLLECTIVE, MadWorC• http://www.justcoffee.coop/

• Wisconsin Cheese Talk Websi te• Bottom Right of Page under, W isconsin Food Resources

• Also l is ted: Department of Agr icu l ture, S low Food Madison South East, UW-Madison Center for Integrated Agr icu l ture Systems

• http://wisconsincheeseta lk.com/

Websites• Book rev iew, W iner ies of W isconsin and Minnesota

• Quotes a s low food madison member, Susan Stre ich-Boldt• Winer ies of W isconsin and Minnesota inv i tes you to savor a taste of the local landscape and celebrate the rura l

essence of these unique regional wines. As a pract ica l guide i t offers t ips on how and where to enjoy northern wines; as a h istor ica l reference i t expla ins the geologica l , botanica l , and cul tura l chal lenges dedicated, local ar t isan producers faced when establ ish ing the i r v ineyards.”

• http://k indle-book-rev iews.com/history/winer ies-of-wisconsin-and-minnesota• Posted by KindleReviews on January 27, 2011

• Link to Side Dishes Art ic le of S low Food Madison and REAP host ing breakfast• http://p izzapartyadomic i l io.com/2011/01/s ide-dishes-s low-food-madison-to-serve-breakfast-and-reap-to-host-

madison-com.html• February, 15, 2011

• Side Dishes Reposted on Fai r Trade Chocolate websi te• http:// t radechocolate.com/?p=84• Posted Janary 15, 2011

• The Dai ly Page | S low Food Madison to sponsor “Taste of the Market Breakfast”• Posted by Isthmus staff on Monday January 10th, 2011 at 5pm• Saturday, January 15• One of the most popular e lements of the winter Dane County Farmers’ Market is the weekly “Taste of the Market”

breakfast . This week’s meal wi l l be made by the Slow Food Madison chapter. On the menu: spinach, mushroom and parmesan f r i t tata; roasted gar l ic and herb root veggies inc luding mult i -colored potatoes, turn ips, parsnips and carrots; f resh sa lad with micro greens and other mixed f resh greens and topped with carrot coins and beauty heart radishes; maple-glazed bacon; and a dol lop of apple sauce. Al l f rom local purveyors, of course. Need we say yum? Madison Senior Center, 330 W. Mi ff l in St . , 8 a.m.-noon, $7.50. Cal l 455-1999 for more info.



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Twitter• RecipePr incess • RP’s Cooking Update: S ide d ishes: S low Food Madison to serve breakfast and REAP to host member . . . ht tp://b i t .

ly/ idt8e2 #food #recipes #cook• Tweeted 8:01 am on January 15th 2011 v ia twi t ter feed• About RecipePr incess • Name: L isa Chab-Sims• Locat ion Nashvi l le , TN• 6,969 Fol lowers and fo l lowing 7,663• Tweets 175,662

Fickr• Mad City Bastard has mult ip le photos f rom one of h is a lbums

Friend Feed• Alex Amith posted on Apr i l 15, 2010 a message about Fami ly Dinner Night• Fami ly Dinner Night wi th Slow Food Madison « Slow Food UW: Monday, Apr i l 19, 2010. Dinner: 6:30 Cooking:

4:00-6:3. . . ht tp://s lowfood.c l ick123.net/ fami ly- . . .• Alex Amith posted on February 9, 2010 about gest chefs for Saturdays DCFM• Slow Food Madison wi l l be the guest chefs for Saturday’s DCFM …: The next W inter Dane County Farmers’ Market

“ . . ht tp://s lowfood.c l ick123.net/s low-fo. . .

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Research Resources

Assignment One Resources

1.Bent ley, B. A. (2010). Our Kids Deserve Real Food at School . Retr ieved f rom Socia lmoms.com2.Carr-Els ing, D. (1999, October 25) . Don’t Gobble! Group Urges People to Make T ime to Taste Thei r Food. Capi to l T imes. Retr ieved f rom http://host.madison.com/ct/ 3.Far in, L. Personal communicat ion. February 20, 20114.Far in, L. Personal communicat ion. February 21, 20115.F ionn-Bowman, R. (2011, February 16) . Can The Slow Food Movement Save Envi ronmenta l is ts? Retr ieved f rom http://b logs.creat ive loaf ing.com/theclog/2011/02/16/can-the-s low-food-movement-save-envi ronmenta l is ts/6.Henry, A. personal communicat ion. February 16, 2011.7.Henry, A. Personal communicat ion. February 20, 20118.Lewis, A. B. (2008). Regional Qual i ty of L i fe Indicators Survey. Retr ieved f rom http://www.thr ivehere.org9.Mante l l , C. (2010, October 9) . Warming up to Slow Food. W isconsin State Journal . Retr ieved f rom http://host.madison.com/enterta inment/d in ing/art ic le_f5828195-dcda-59c5-aced-4f8aaa20befc.html10. Niman, N. H. (2011). Defending ‘Foodies’ : A Rancher Takes a b i te out of B.R. Meyers. The At lant ic. Retr ieved f rom http://www.theat lant ic.com/food/archive/2011/02/defending-foodies-a-rancher-takes-a-bi te-out-of-br-myers/71416/11. No Author. (2011). S low Food Madison Facebook Page. Retr ieved f rom http://www.facebook.com12. No Author. (2009). REAP Food Group. Retr ieved f rom http://www.reapfoodgroup.org13. No Author (2010). S low Food USA. Retr ieved f rom s lowfoodusa.org14. Popham, P. (2009). Car lo Petr in i : The Slow Food gourmet who started a revolut ion. The Independent. Retr ieved f rom http://www.independent.co.uk15. Ryan, B. and Kures, M. (2007). Downtown Madison Market Analys is. Retr ieved f rom http://www.uwex.edu/ces/cced/downtowns/Madison/MadisonDowntown.cfm16. Simmons Market Research Bureau. (2007). S immons Choices 3 [computer software] . New York: S immons Market Research Bureau.17. Walsh, B. (2011). Foodies Can Ecl ipse (and Save) The Green Movement. T ime. Retr ieved f rom http://www.t ime.com/t ime/heal th/art ic le/0,8599,2049255,00.html18. White, B. (2008, September 2) . S low Food Fest iva l . Wal l Street Journal (Eastern Edi t ion) , p. 0. Retr ieved February 20, 2011, f rom ABI/ INFORM Global . (Document ID: 1546605281)19. No Author. (2011). S low Food USA Facebook Page. Retr ieved f rom http://www.facebook.com20. Hendr ickson, J. (n.d. ) . History of MACSAC. Retr ieved f rom http:www.csacoal i t ion.org.



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Assignment Two Resources

1. Bobbit t , R. & Sul l ivan, R. (2004). P lanning: Goals and Object ives, Messages and Themes, Channels and Strategies. Developing the Publ ic Relat ions Campaign: A Team-Based Approach.2. Henry, A. Personal communicat ion. March 25, 2011.3. (2011). Lex is Nexis search4. Gloss, S. (2011). In the Ki tchen with Genya Er l ing. Edib le Madison. Retr ieved f rom http://www.edib lecommunit ies.com/madison/spr ing-2011/ in-the-k i tchen-with-genya-er l ing.htm5. Cis ionPoint data (2011). Cis ionPoint [web software] . Chicago: Cis ion.6. Fredr icksen, C. (2010). Is Blogging a Mainstream Media Channel? Retr ieved f rom http://www.emarketer.com/PressRelease.aspx?R=10079457. SWIX (2010). Retr ieved f rom www.swixapp.com9. Marte l l , C. (2009). Warming Up to Slow Food. W isconsin State Journal . Retr ieved f rom http://host.madison.com/enterta inment/d in ing/art ic le_f5828195-dcda-59c5-aced-4f8aaa20befc.html10. Welch, L. (2006). Seed to Supper: a Homegrown Project . Capi ta l T imes. Retr ieved f rom Lexis Nexis database at ht tp://www.lex isnexis.com.ezproxy. l ibrary.wisc.edu/hottopics/ lnacademic/11. No Author. (2009). Internat ional Federat ion of Red Cross and Red Crescent Societ ies: Socia l Media Guidel ines for IFRC staff . Retr ieved f rom: http://sm4good.com/wp-content/uploads/2009/11/Red-Cross-Red-Crescent-Socia lMedia-Guidel ines.pdf12. No Author. (2009). Walker Art Center Blog Guidel ines. Retr ieved f rom: http://newmedia.walkerart .org/nmiwik i /pmwik i .php/Main/WalkerBlogGuidel ines13. Madan, J. (2011). Preserv ing b iodivers i ty, promot ing local foods: An interv iew with Slow Food-USA’s Gordon Jenkins. Retr ieved f rom http://www.energybul let in.net/stor ies/2011-03-21/preserv ing-biodivers i ty-promot ing- local- foods- interv iew-s low-food-usa’s-gordon- je14. No Author. (2009). The Coca-Cola Company: Onl ine Socia l Media Pr inc ip les. Retr ieved f rom http://www.v i ra lb log.com/wp-content/uploads/2010/01/TCCC-Onl ine-Socia l-Media-Pr inc ip les-12-2009.pdf

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Public Relations

| Slow Food Madison |

Documents

Slow Food Madison | PR Proposal