2015 Marketing & Sales Leaders Forum Committee Plan
- 1. Marketing & Sales Leaders Forum 2015 Chair: Paul Gere Vice Chair: Kathleen Schartner
- 2. “Providing our Member Community and industry partners the opportunity to enhance the consumer’s enjoyment of the foodservice choice” IFMA Vision
- 3. “Enabling our Member Community to focus on critical issues affecting their businesses and the industry” IFMA Mission
- 4. Consumers Operators Enable Members & Industry IFMA 2020 Strategic Plan Enhance Value of Foodservice Choice New, 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
- 5. 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 Practices Co-Create Value with Operators Through Demand-Creation and 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
- 6. Center of Insights Insights that drive strategy & execution Center of Best Practices Proven foodservice best practices Center of Connectivity Connect to share, learn and execute Consumer Planning Program C – P. Gere VC – D. Rizley Foodservice Fundamentals C – J. Flood VC – E. Hetrick Small/Midsize Business C – B. McClellan VC – K. Schartner Category Management C – B. Shanley VC – K. Jackson GS1 C – L. Oberkfell SCORE C – R. Ferranti Educational Foundation C – K. Schartner VC – J. Flood Operator Collaboration Model C – J. Bybel VC – B. McClellan Gold & Silver Plate C – R. Hepponstall VC – B. Sherwood Presidents Conference C – P. Miele VC – S. Marshall COEX C – M. Cannon VC – D. Rizley Navy Forum C – F. Graves VC- J. Halpern Marketing & Sales Leaders Forum C – P. Gere VC – K. Schartner Center of Excellence C – R. Ferranti VC – J. Bybel Centers of Excellence 2015 COMMITTEE LEADERSHIP Washington Insights C – N. Laackman VC – V. Mulder Membership C – B. McClellan C – M. Simmonds BOARD LEADERSHIP Audit C – K. Delahunt VC – D. Davis Compensation C – R. Ferranti VC – J. Bybel Awards C – J. Bybel VC – K. Delahunt Strategic Plan C – R. Ferranti Governance C – R. Ferranti VC – J. Bybel Digital Marketplace C – R. Hepponstall VC – J. Flood Strategic Issues Series C – R. Kirkpatrick V. TBD
- 7. 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
- 8. 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
- 9. 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
- 10. 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
- 11. 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
- 12. 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
- 13. 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
- 14. 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
- 15. 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