Published on February 3, 2014
Marketing & Sales Leaders Forum 2014 Chair: Connie Fuller Vice Chair: Marc Jennings
IFMA Vision “Providing our Member Community and industry partners the opportunity to enhance the consumer’s enjoyment of the foodservice choice”
IFMA Mission “Enabling our Member Community to focus on critical issues affecting their businesses and the industry”
IFMA 2020 Strategic Imperatives Focus Supporting Initiatives Enhance Create New Consumer-Driven View of Foodservice Landscape -Foodservice Landscape Value Consumers -Foodservice Insights Library of Consumer Champion Industry-Wide Effort to Improve Consumer Choice -Industry Adoption Plan Foodservice Choice Operators Members Co-Create Value with Operators Through Demand-Creation and Supply-Chain Improvement Efforts Create Actionable Insights & Best Practices Enable Members to Excel Given the New Basis of Competition -Consumer Planning Program -Operator Collaboration Model -Foodservice Category management -Foodservice Navigator -Performance Benchmarking -GS-1 Drive Learnings through Connectivity Forums -Presidents Conference -COEX -Marketing & Sales Leaders Forum -Gold & Silver Plate - Fundamentals -Operator Forums -Strategic Issues Series -Small/Mid Size Business -Washington Insights -Website
Centers of Excellence 2014 COMMITTEE LEADERSHIP Center of Insights Center of Best Practices Center of Connectivity Insights that drive strategy & execution Proven foodservice best practices Connect to share, learn and execute Consumer Planning Program C - S. Marshall VC - K. Miller Category Management C – R. Ferranti VC – T. Splane COEX C - M. Simmonds VC - M. Cannon FSnavigator C - D. Davis VC - R. Kirkpatrick Center of Innovation Excellence C - K. Miller VC - TBD Foodservice Fundamentals C - D. Gerchar FS New View of Industry C - D. Allison VC - R. Hepponstall Educational Foundation C - M. Jennings VC - J. Flood Gold & Silver Plate C - F. Graves VC – R. Hepponstall Performance Benchmarking C – B. Shanley VC - TBD GS1 C - B. Shanley VC - L. Oberkfell Marketing & Sales Leaders Forum C - C. Fuller VC – M. Jennings Small/Midsize Business C - M. Cannon VC - B. McClellan Operator Collaboration Model C - K. Delahunt VC - J. Bybel Washington Insights C - B. McClellan VC – K. Miller SCORE C - L. Kimura Operator Forums C - K. Schartner VC – L. Will Presidents Conference C - J. Bybel VC – P. Miele Strategic Issues Series C - J. Green
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
Marketing & Sales Leaders Forum Committee Members: Connie Fuller B & G Foods Chair Kevin Toale Georgia Pacific Marc Jennings Cargill Vice-Chair Amy Fattori Grecian Delight Kim McGraw B & G Foods Jeff Pierce Kagome Scott Tomes Bongards Creameries Ben Wexler Kellogg’s Lindsey Rodriguez Bunge Oils Michael Alexander King & Prince Richard Schon Bunge Oils Jason Dumo C.H. Guenther Hugh Sullins Epi Breads Laura Pape Kraft Sara Ryan Nestle Cory Sexson FoodHandler Robert Wangerien Norbest Beth Dahlke FoodHandler Jennifer McDavid Sara Lee Kevin Toale Georgia Pacific Alan Sterling Wayne Farms John Lehmann IFMA Liaison
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 (target) planning and execution, the Marketing & Sales Leaders Forum is an event that (need) combinesofMarket Insights and Best Practices to enable (point differentiation) winning
Goals: Marketing & Sales Leaders Forum • Attendance Revenue: $187M • Sponsorship Revenue: $20M • Paid Attendance: 170 Strategies: • Establish committee to set direction and support execution • Build and execute integrated marketing plan • Link to OCM/FCM, CPP, FSN, New View and all IFMA Connectivity forums
Marketing & Sales Leaders Forum Tactics Strategy: Establish Committee to set direction and support execution Who When Done Select Chair & Vice Chair IFMA Dec 2013 Dec 2013 Identify and invite prospective committee members IFMA Jan 2014 Jan 2014 Review Committee members an and preliminary deck with Chair & Vice Chair IFMA CF/MJ Jan 2014 Jan 2014 Coordinate first committee meeting and drive committee members to website for deck review IFMA Jan 2014 Jan 2014 Hold first committee meeting, review deck, and set calls IFMA Jan 24
Marketing & Sales Leaders Forum Tactics Strategy: Establish Committee to set direction and support execution (cont.) Who When Ideation session Committee Jan 24 Evaluation, selection and preliminary draft Committee Create agenda from base content Committee Identify speakers, panelists and moderators Committee Secure speakers, panelists and moderators Committee /IFMA Specify Room Setup, F&B and AV requirements IFMA Develop flow document IFMA Secure PPT’s, videos, etc. IFMA Finalize PPTs, videos, etc. IFMA Set and execute prep schedule for speakers, panelists and moderators IFMA Conduct rehearsals Done
Marketing & Sales Leaders Forum Tactics Strategy: Establish Committee to set direction and support execution (cont.) Who When Prepare Post Conference Surveys IFMA w/o 7/22 Prepare conference survey results IFMA w/o 8/26 Committee w/o 9/9 Committee evaluation (Post conference call) Done
Marketing & Sales Leaders Forum Tactics Strategy: Build and execute integrated marketing plan Who Develop communication plan, including all electronic, printed, web and personal communications outlined IFMA Draft creative brief for overall conference IFMA Save the date announcement postcard or email IFMA Synchronize with content development IFMA Monitor and report status of communications plan and registrations IFMA Self mailer w/conference highlights IFMA Committee member outreach to those not registered Committee Determine sponsorship opportunities IFMA Sponsorship one pager for limited distribution IFMA Finalize sponsors IFMA When Done
Marketing & Sales Leaders Forum Financials ($000): 2013 Actual $200 Revenue Sponsorships Attendance Direct Expenses Operating Margin* 2014 Budget $207 2014 Actual $TBD $ 20 $ 20 $ TBD $ 180 $ 187 $ TBD $101 $ 106 $TBD $TBD $110 $ 90 *Does not include G&A Overheads
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IFMA MSLF Press Release Page 2 of 2 2014 MSLF Conference Overview: The MSLF conference is attended by foodservice business unit leaders, sales and marketing
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