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“Providing our Member Community and industry partners the opportunity to enhance the consumer’s enjoyment of the foodservice choice”
IFMA Vision
“Enabling our Member Community to focus on critical issues affecting their businesses and the industry”
IFMA Mission
Consumers
Operators
Enable Members & Industry
IFMA 2020 Strategic Plan
Enhance Value of
Foodservice ChoiceNew, Deep Understanding of
Consumer: Occasions & Eater Types
Co-create Value with
Operators:
Route to Consumers
Develop New
Insights & Best Practices
Supporting Co-creation
Champion
Insights &
Best
Practices
IFMA 2020 Strategic Imperatives
Enhance Value
of Consumer Foodservice Choice
Consumers
Operators
Members
Focus Supporting Initiatives
Create New Consumer-Driven View of Foodservice
Create Actionable Insights & Best PracticesCo-Create Value
with Operators Through Demand-Creationand Supply-Chain
Improvement Efforts
Enable Members to Excel Given the New Basis of Competition
Drive Learnings through Connectivity Forums-Presidents Conference-COEX-Marketing & Sales
Leaders Forum-Gold & Silver Plate-Fundamentals
-Strategic Issues Series-Small/Mid Size Business-Website
-Foodservice Landscape-Foodservice Insights Library-Consumer Planning Program-Washington Insights-SCORE-Center of Excellence-GS1
-28 Occasions-4 Eater Types
Operator Collaboration-Chains-Collaboration Model-Activation Support
Operator Collaboration-Ind.-Foodservice Category Mgt.-Digital Marketplace
Educational Foundation-Scholarships-GSP Society
Center of InsightsInsights that drive
strategy & execution
Center of Best PracticesProven foodservice
best practices
Center of ConnectivityConnect to share, learn
and execute
Consumer Planning ProgramC – P. Gere VC – D. Rizley
Foodservice FundamentalsC – J. Flood VC – E. Hetrick
Small/Midsize BusinessC – B. McClellan VC – K. Schartner
Category ManagementC – B. Shanley VC – K. Jackson
GS1C – L. Oberkfell
SCOREC – R. Ferranti
Educational FoundationC – K. Schartner VC – J. Flood
Operator Collaboration ModelC – J. Bybel VC – B. McClellan
Gold & Silver PlateC – R. Hepponstall VC – B. Sherwood
Presidents ConferenceC – P. Miele VC – S. Marshall
COEXC – M. Cannon VC – D. Rizley
Navy ForumC – F. Graves VC- J. Halpern
Marketing & Sales Leaders ForumC – P. Gere VC – K. Schartner
Center of ExcellenceC – R. Ferranti VC – J. Bybel
Centers of Excellence2015 COMMITTEE LEADERSHIP
Washington InsightsC – N. Laackman VC – V. Mulder
MembershipC – B. McClellanC – M. Simmonds
BOARDLEADERSHIP
AuditC – K. Delahunt
VC – D. Davis
CompensationC – R. Ferranti VC – J. Bybel
AwardsC – J. Bybel
VC – K. Delahunt
Strategic PlanC – R. Ferranti
GovernanceC – R. FerrantiVC – J. Bybel
Digital MarketplaceC – R. Hepponstall VC – J. Flood
Strategic Issues SeriesC – R. Kirkpatrick V. TBD
Committee Members:
Paul Gere C McCain Foods USA
Kathleen Schartner VC Farmer Brothers
Arliene Bird Ecolab
Leslie Chase Tyson
Bill Fischer Fischer Paper Products
Sherri Hager CSM Bakery Solutions
Josh Halpern Anheuser-Busch
Mike Holzworth Hospitality Mints
Deborah Jackson PepsiCo
Kevin Jackson JM Smucker Company
Jon Kiefer McCain Foods USA
Jennifer McDavid Tyson
Todd Montazzoli Nestle Professional
Steve Nemeth Southeastern Mills
Tom Rupkey ConAgra Foods
Cory Sexson FoodHandler
Alan T. Sterling Wayne Farms LLC
Hugh Sullins Epi Breads
Kevin Toale Georgia Pacific
Scott Tomes Bongards Creameries
Monique Vetri JR Simplot
Ben Wexler Whitewave
Steve Wood Kraft
John Lehmann IFMA Liaison
Marketing & Sales Leaders Forum
General Committee Responsibilities
• Refine “Objective,” “Positioning Statement,” Strategies,” “Goals” and “Tactics”
• Commit to “Financial Goals”
• Gain agreement with Executive Committee
• Support execution
• Make “best efforts” to attend all committee meetings/calls. If unable, inform committee chair
• Attend events and participate in program
• Keep best interests of Membership in mind
• Conduct post analysis and provide recommendations for improvement
Context:• Only Insights & Best Practices Program for Foodservice Sales &
Marketing professionals• Forum that showcases IFMA’s Insights & Best Practices work• Should be a part of Members go-to-market plans• Re-vamped in 2011 • Most value attained when members send both their sales &
marketing teams• Program rotates every year to a different IFMA member location
Marketing & Sales Leaders Forum
Objective:
Create a conference that supports business planning and execution by providing critical and relevant “Market Insights” and “Best Practices.”
Positioning Statement:
For sales and marketing leaders who drive business planning and
execution, the Marketing & Sales Leaders Forum is an event that
combines Market Insights and Best Practices to enable winning
strategies, plans and execution.
(target)
(need)
(point of differentiation)
Marketing & Sales Leaders Forum
Goals:
• Attendance Revenue: $210M
• Sponsorship Revenue: $25M
• Paid Attendance: 185
Strategies:
• Establish committee to set direction and support execution. Link IFMA’s internal processes and resources.
• Build and execute integrated marketing plan. Focus on content and speakers
• Link to OCM, FCM, CPP, FS 2020, Connectivity forums
Marketing & Sales Leaders Forum
Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes and resources
Marketing & Sales Leaders Forum
Tactics
Who When Done
Select Chair & Vice Chair JG/JL w/o 12/15 w/o 12/15
Identify and invite prospective committee members JL/TD/CL w/o 1/15 w/o 1/15
Review Committee members and preliminary deck with Chair & Vice Chair
JL w/o 1/15 w/o 1/15
Coordinate first committee meeting and drive committee members to website for deck review
JL w/o 1/15 w/o 1/15
Hold first committee meeting, review deck, and set calls JL w/o 1/20 w/o 3/16
Content ideation session Committee w/o 1/20 w/o 4/13
Evaluation, selection and preliminary draft of content Committee w/o 3/10 w/o 4/13
Create agenda from base content Committee w/o 3/24 w/o 4/13
Identify speakers, panelists and moderators Committee w/o 6/2 w/o
Specify Room Setup, F&B and AV requirements IFMA w/o 7/7 w/o
Marketing & Sales Leaders Forum
Tactics
Who When Done
Develop flow document IFMA w/o 6/2 w/o
Secure PPT’s, videos, etc. IFMA w/o 7/21
Finalize PPTs, videos, etc. IFMA w/o 7/28
Set and execute prep schedule for speakers, panelists and moderators
IFMA w/o 6/30 w/o
Conduct rehearsals w/o 8/4
Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes and resources
Marketing & Sales Leaders Forum
Tactics
Who When Done
Prepare Post Conference Surveys JL/TS w/o 7/22
Prepare conference survey results JL w/o 8/26
Committee evaluation (Post conference call) Committee w/o 9/9
Space for additional Content
Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes and resources
Marketing & Sales Leaders Forum
Tactics
Who When Done
Develop communication plan, including all electronic, printed, web and personal communications outlined
IFMA w/o 1/06 w/o 1/06
Draft creative brief for overall conference IFMA w/o 3/9 w/o 4/13
Save the date announcement postcard or email IFMA w/o 4/20 w/o
Synchronize with content development IFMA Ongoing
Monitor and report status of communications plan and registrations IFMA w/o 6/22 w/o
Self mailer w/conference highlights IFMA w/o 7/6 w/o
Committee member outreach to those not registered Committee w/o 6/1 w/o
Determine sponsorship opportunities IFMA w/o 5/4 w/o
Sponsorship one pager for limited distribution IFMA w/o 6/1 w/o
Finalize sponsors IFMA w/o 6/29 w/o
Strategy: Build and execute integrated marketing plan. Focus on content and speakers