Wff presentation final final

Editor's Notes

• #4: Tell you the elevator speech about us….
• #5: Im passionate about this projectMy company is passionate about thisAnd we’re excited to be here! We want this!We know the food service industryWe show resultsI was the first female intern with the Coca-Cola Company; Summer of New Coke/Old CokeTop 100 fastest growing businesses #12 among 800 nominated…
• #6: A lot of experience in the food and hospitality industries
• #7: ½ of our team has more than 20 years experience
• #8: I’m going to share three different examples of the type of branding projects we’ve been invoved with.You may be entering a brand change….it could be a complete reengineering of your brand, or it may be an expansion or reposition….I’m going to share 3 examples of the types of brand work we’ve been involved with:
• #9: Other innovation marks?We’ve created many campaign marks (summer of shrimp fire it up, shrimp and pasta party, Georgia Theatre Company Grand Opening – and we’ve influenced the strategy for other brand marks; like Taste of the Coast, Smarter Seafood
• #10: Just invited us to repeat the model for a newly formed National Salmon Council
• #16: WE START WITH LISTENING!!!!
• #18: Right now you have a purpose: Advance women leaders in the food service industry. You’ve been doing this really well for 25 years!Purpose:I’m sure you’ve already been asking these questions, and to help you, we would need to try and understand as well? Is your purpose “to advance women leaders in Foodservice” still relevant to your partners? Is this important to the success of their business? Because we want to be filling a need that is important to them, and to the industry. What makes them write the check and send their talent to WFF for training? Do they think your purpose is too narrow? Do they see a need to continue advancing women leaders, or all leaders? What will drive forward their company, and the entire industry, by 2020Perception:Is the work you are doing and the training opportunities still meaningful to your members? Because we want them ADVANCE in their CAREERS….so we want to be training them them in a way that is helpful, meaningful and relevant to where they are, and offering tools that they will really useIs your value proposition too narrow? Examine your opportunities:Do your partner organizations and potential partner organizations have new needs relating to training leaders? Is the an opportunity for WFF to help? Do your members have a new way they need to be reached and trained? We’re women…we’re always changing! And in today’s market climate, they ways we gather our information has dramatically changed in the past 10 years. We did our own mini audit…and that information informed one of our “big ideas” for you!Is anyone else filling the need that your partners or members are asking for? Is there room for WFF to help? Because you want to do whatever it takes to advance leaders – and we want to gain insights around your female point of difference. Is this why partners are writing checks and members joining your organization. Or is it because you are great at umbrella leadership training in the foodservice industry?And while we’re at it…we would want to try to understand: is your current brand mark a congruent expression of your identify? Does it represent who you are and why you exist?
• #19: First we need to understand any data or insights that already exist. We pulled your survey of survey monkey, and seeing the results to that willReally drive some great debate and discussions.It’s possible we might want to help you gain a few more insights, because this is a HUGE decision. We have a process for doing this that is quick, smart,realiable, and actually fairly sophisticated. It’s important that we get the insights right, and ask the right questions, because this is the foundation that will define your brand. Once we have clarity – we’re ready to go, and really utilize all marketing and PR touchpoints to help you reach your goals! 100,000 members by 2020!This brand building process is like our map, to ensure we’re headed in the right direction to reach the destination – 100,000 members by 2020! Highly engaged partner organizations! AND….really making a difference!
• #20: This is the fun part – bring all of our insights to life…we get creative…Amanda – 20 years of digital strategy and branding
• #24: WDrivesuccess for our clients!Once the branding is done – and we have clarity around what we’re selling – this is when the magic can happen with PR!Protect and grow reputationGrow loyalty and interactionEngage with thought leaders and opinion leaders whose endorsements command respect!
• #31: They tore down one most historic hotels in country – visted by kings, queens, and presidents. They did it because it was old, and couldn’t achieve five star status.They rebuilt a beautiful new one – but they need us to overcome negative perception , secure accolades, and drive visitation
• #39: Use current conversation platforms for WFF’s SmartBrief, adding Words of Wisdom (highly shareable inspirational and motivational quotes) and 25 Faces as tie-in to anniversary
• #40: Use current conversation platforms for WFF’s SmartBrief, adding Words of Wisdom (highly shareable inspirational and motivational quotes) and 25 Faces as tie-in to anniversary
• #41: I’d like to walk you through a few examples of how we envision aligning core pieces of content and threading these pieces of content through all communication platforms, including those inherently social platforms, with the goal being to drive conversation and dialog with and among your constituencies. As evidenced by our research, you have a good history of knowing where to find good content. Our opportunity is to encourage dialog to help further the conversation. Our recommended strategy is a way to bring to life in a strategic, measurable fashion, the authentic, valuable and relevant pieces of content you are already sharing with your members. You have the pieces of puzzle, starting with the content and the various channels. You just need the puzzle top, the guide to fitting each piece of the puzzle together perfectly to complete the picture.
• #42: Credible industry resource that you want to be a part of
• #43: Next, we want to engage your social media following in conversations about this content. We recommend taking this content to Facebook in the form of a short status post including a link to the article. Note the tag of NRA - publicize strategic partnership with widely recognized and respected industry leader to leverage NRA’s depth of industry penetration. Becoming mouthpiece for NRA, reverse philosophy share content _________________Faceboook status post tagging @NRA and linking to “Marketing to Millennials” article on NRA website
• #44: Note the incorporation of the hashtag to “categorize” the content, aligning information from WFF and NRA with other conversations that may be trending on Twitter about millennials. Tweet link to NRA article, “Marketing to Your Millennial Audience”
• #45: Now that we’ve started the conversation about marketing to millennials, we’ve whet the appetite of our followers for more, particularly thoughts about marketing to millennials from an accomplished woman in the foodservice industry. Enter Julie Washington who we invite to share her expertise on this topic by explaining how Jamba Juice is paving its way to becoming the millennial brand. We’re telling the story of marketing to millennials by weaving together pieces of content to inspire conversation among your constituencies. Note the theme that we’re propelling across every touch point that you have. Message is tailored to the platform – note the tone of voice differencies
• #46: Tease Washington’s Innovation & Strategy “Letters” post in WFF SmartBrief
• #47: Take the conversation to your LinkedIn followers with a Recent Update sharing an eye-opening statistic about the millennial population, encouraging dialog.LinkedIn Recent Update to encourage dialog about millennials and GenY’s obsession with smoothies and the on-trend, in-demand Jamba Juice brand
• #48: Facebook status update to spark engagement and give shout-out to WFF partner organization
• #50: Slide 32In this example, you’ll note that our core content launch point is a Developing Leaders post on “Letters.” We invite Charlotte Oades to write a post about The Coca-Cola Company’s 5by20 initiative to empower 5 million women by 2020
• #51: Tweet link to “Letters” and add hashtag to categorize the conversationTweet link to Oades’ blog post on “Letters”
• #52: LinkedIn Recent Update further weaving the conversation into the social sphereOades’ post is shared via direct link in a Recent Update to LinkedIn followers. Post is teased with stat about women reinvesting income in three key areas of food, education and healthcare
• #53: Tweet a fun fact and give some love via link back to partner organization Coca-Cola’s important initiative
• #54: Facebook status update “Words of Wisdom” quote card with tag of WFF partner organization
• #55: I’M Mary Eva Tredway – I have 25 years experience keeping my clients top of mind and activation plan to keep WFF “top of mind” with partners, members, news media and key stakeholders of experience – national spotlight; I leverage relationships