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The Time is Right • Unlike other commodity boards and branded products with significant budgets, NTF is spending approximately $3 million on a national level to promote Turkey. The Perfect Protein™. • The key to success of this awareness campaign is to leverage the current healthy lifestyle and low carb trends with the Perfect Protein campaign, while maximizing reach through member involvement, and public relations with strong media outreach. Leveraging Federation Efforts For Maximum Effect Advertising Turkey Federation Public Relations Campaign Reach and Weight Umbrella Efforts Web Site $3M Incorporate “Perfect Protein” Message in Communications Member Companies Utilize “Perfect Protein” Icon on Pack and in Initiatives Communications Drive Consumers to Website Recipes, Own or Federation’s Goal – Communications Plan • Develop a communication marketing program that will result in having turkey products included more consistently in the meal rotations of U.S. households. Strategy • Position turkey as the high protein, low saturated fat alternative to other meats. – Include a low carbohydrate message • Capitalize on the current market environment of weight loss and healthy eating such as high protein diets. • Position turkey products as an additional dinner option. Target Audience • Primary: Women, health-conscious, 45-64 years of age, HHI $75,000 plus, with or without children. • Secondary: Women, health-conscious, 35-64 years of age, HHI $50,000 plus. Media Objective • Drive awareness among key prospects in order to increase trial and sales. • Seek media vehicles that will best deliver the campaign message. Media Target • Print plans are developed using a qualitative MRI-based target – the Perfect Protein target (PPT) – Women who are most likely to consider turkey as an everyday option. – HH’s that already purchase chicken, turkey, and other meats, including lean beef, veal, lamb and pork. Other high protein, low saturated fat options. – Have a healthy lifestyle, consisting of dieting for maintaining weight or cholesterol level, reading labels and/or buying healthy, nutritional foods. Committee & MediaCom Recommendation Women’s Lifestyle Epicurean Shelter Health General Editorial Family/Parenthood Frequency • 3 insertions per publication between July 2004 and October 2004 for a total of 28 insertions – 81/5.6/453/65 Cume Reach/Frequency/GRPs/3+ of the Perfect Protein target – 78/4.4/346/57 Avg 13Wk Reach/Frequency/GRPs/3+ of the Perfect Protein target – 58/2.0/118/18 Avg 4Wk Reach/Frequency/GRPs/3+ of the Perfect Protein target – *Not including 2 insertions of Cottage Living 100% Print Recommendation • This print plan satisfies the committee’s request to reach 50% of the target audience more than 3 times in a 13 week period. National Turkey Federation Positioning Chart Publication Date Positioning Cooking Light July RHP, opposite full edit, within "Food Well", at least 6-8 pages of competitive separation August RHP, opposite full edit, within "Food Well", at least 6-8 pages of competitive separation September RHP, opposite full edit, within "Food Well", at least 6-8 pages of competitive separation Better Homes and Gardens August Opposite full edit, within "Good Taste" (pre-well feature w/food news,trends and notes for people who cook) September Opposite full edit, either "Food" or "Health/Fitness" editorial. October Opposite full edit, either "Food" or "Health/Fitness" editorial. Reader's Digest July 1st 20% of book, will seek most appropriate editorial "health/food" August Within "RD Living Food" editorial September 1st 33% of book, within "My Planet", "Only in America", or "You Said It". People July 19th RHP, first half of book, opposite full editorial August 9th RHP, Cover Story, opposite full editorial August 30th First half, opposite full editorial. Good Housekeeping August Opposite Joy Behar's Getting Personal Column September Opposite full edit, within "fitness/diet" editorial October Opposite full edit, within either "Rush Hour" or "The Perfect……." Southern Living July RHP, opposite full edit, within "Summer Entertaining" August 1st ad within "Food and Hospitality" September 2nd ad within "Food and Hospitality" Prevention August First section of magazine, within "You Asked Us……." September RHP, opposite "Make It Quick" recipe in the Food and Nutrition section October First section of magazine, within "You Asked Us……." Weight Watchers September/October First 20% of book or within regular food features Bon Appetit August RHP, opposite adjacent advertorial, 1 of the 3 insertions will be guaranteed first food advertiser in section September RHP, opposite adjacent advertorial, 1 of the 3 insertions will be guaranteed first food advertiser in section October RHP, opposite adjacent advertorial, 1 of the 3 insertions will be guaranteed first food advertiser in section Parents August 1st 33% or Food (RHP unless LHP is more far forward in the section), opposite full edit September 1st 33% or Food (RHP unless LHP is more far forward in the section), opposite full edit October 1st 33% or Food (RHP unless LHP is more far forward in the section), opposite full edit Merchandising Opportunities • Added value opportunities in ten publications included: – E-Blasts to subscriber lists – Newsletter sponsorships – Reprints – Web listings and features – Advertorials Bon Appetit Advertorial in August Parents Subscriber E-Blast in August Public Relations • The healthy lifestyle environment and low-carb revolution is in full force. We have an opportunity to leverage turkey’s high-protein, low-fat benefits into a dialog where it has essentially been absent. • Public relations activities with strong media outreach will lay a platform and create broad reach for the Perfect Protein message. • It allows for increased reach within the target market as well as extended reach to a broader market and to other key influencers. Timing is Right – U.S. Media Coverage of Low Carb Diets 3500 3074 3000 2500 2000 1500 1278 1000 422 478 599 500 114 244 277 115 0 Jan - Apr - Jul - Oct - Jan - Apr - Jul - Oct - Jan - Mar Jun Sep Dec Mar Jun Sep Dec Mar 2002 2002 2002 2002 2003 2003 2003 2003 2004 Public Relations Objectives • Bring turkey’s high-protein, low-fat benefits into the low carbohydrate conversation. • Build awareness for turkey’s nutritional benefits among a broader target audience including women 25-64 and key influencer audiences. Public Relations Strategies • Employ aggressive media outreach activities across a broad range of print, broadcast, radio and online vehicles in a three-phased approach. • Use a combination of press releases, b-roll, business, lifestyle, food and recipe pitches. • Identify high-potential print and electronic targets among general news/consumer outlets. • Newspapers, general interest magazines, general broadcast and electronic channels • Identify outlets that address special interest segments. • Women, families, fitness, health, parenting Public Relations Phase One – Preparation - Complete • Prepare operational plan to successfully and efficiently launch the campaign, including: • Message Development • Pitch Development • Feature/Advertorial Brainstorming and research with pubs from Media buy • Press Kit Content • Spokesperson Roster for identified pitches and outlets • Media List Development • B-roll Development • Media kits on Web site Public Relations Phase Two – Introduction- In Process • Launch a broad-based, news-oriented campaign linked to the low- carb lifestyle and the message that turkey is the Perfect Protein. • Sample Media Targets • US1 news line for broad-based wire releases • 2,000 newspapers, magazines, news lines and broadcast networks across 50 states. • Media Relations’ Targets • Top 20 newspapers (total circ of 12 million plus) • Top 20 DMA markets for broadcast • National morning shows – The Early Show(CBS), Good Morning America(ABC), Today(NBC), Fox & Friends(FOX). • Top 20 magazines Public Relations Phase Two – Introduction- In Process Week 1 Week 2 Week 3 Week 4 Launch ODC E-mail Recipe release research recipe database B-roll uplink release capability release, release high-protein Perfect Dieting to a New Food Not just for protein pitch T to lifestyle Fight to food turkey day to lifestyle targets targets anymore to and food food targets Turkey Perfect elbows its Party way to the Protein to table to food targets business Public Relations Phase Three - Extension • Extend pitch and release messages towards healthy lifestyle stories and turkey as a mainstream dinner choice while sustaining the Perfect Protein message. • Continue news and feature oriented outreach to targeted press based on news cycle. • News related Wire releases 1-2 x per month • Newspaper outreach on regular basis • Editorial calendar driven approach for magazines • Begin to integrate lifestyle stories that will meet broader lifestyle issues and concerns across print and broadcast. • Integrate specialized themes and seasonal pitches as appropriate. Public Relations Phase Three – Extension Cont. • Additional Sample Media Targets: • Lifestyle, food, business freelancers and syndicates • Women’s Magazines • Cosmo, First, Ladies Home Journal, O, Real Simple, Redbook, Self, Women’s World, Woman’s Day, Working Women (combined circ of 20.7 million plus) • Woman/Family Magazines • Child, Exceptional Parent, Family Digest, Healthy Kids, Parenting, Parents, Working Mother (combined circ of 9.2 million plus) Public Relations Phase Three – Extension Cont. • Additional Sample Media Targets: • Health/Fitness Magazines • Better Nutrition, Consumer Report on Health, Fit, Fitness, Health, Prevention, Remedies, Shape, Today’s Health, American Fitness, Personal Fitness Professional (combined circ of 11.6 million plus) • General Interest Magazines • Consumer’s Digest, Newsweek, Reader’s Digest, USA Today Magazine (combined circ of 14 million plus) • Epicurean Magazines • Bon Appetit, Cooking Light (combined circ of 2.9 million) • Food shows Current Exposure • A press release was sent to trade publications announcing the new positioning and tag line, Turkey. The Perfect Protein™. • Fourteen publications (meat and poultry, foodservice, retail and public relations trade) have written about the tagline. Web Marketing • Getting consumers to think about eating more turkey is just the beginning! • Consumers need to know: – how to find turkey in the supermarket – what products fit their needs – basic cooking techniques, beyond recipes, needed for all turkey products and parts – how to fit turkey into their lifestyle and diet • EatTurkey.com has gone through significant changes in order to become the information headquarters for the Perfect Protein campaign. New Home Page Incorporates the Perfect Protein Message Consumer Area – Healthy Eating, Recipes, Seasonal, Turkey Basics New Consumer Recipe Email Measurement Pre-Post Advertising Awareness • ODC has been commissioned to conduct 300 subscriber interviews in each wave for a total of 600 interviews. They largely focus on the following: – Awareness of advertisements, both unaided and aided – Attitudes and awareness toward turkey, including knowledge of the health benefits – Knowledge of the specific information conveyed in the advertisements – Purchase intent – Demographic information and frequency with which they read the magazines Pre-Post Advertising Awareness • Subscriber Interviews – Interview a list of subscribers to the magazines containing the ads. – Best opportunity to measure the effectiveness of the advertising in changing behavior. Pre-Post Advertising Awareness • Omnibus Survey – 900 U.S. residents (male & female) across the country • How likely are you to eat turkey as part of your lunch in the next week? • How likely are you to eat turkey as part of your dinner in the next week? • Is turkey much higher in protein than other meats or lower? Subscriber Results & Expected Lift • In judging the overall success of the advertising campaign it is important to review the full set of questions, and not rely too heavily on any one particular result. • Therefore, ODC, D&P and the research subcommittee have agreed upon the following survey questions to monitor results. I am going to ask you some questions about various foods. Please tell me how often you eat each of the following foods for lunch, whether at home, in a restaurant, or in another location: Turkey Pre Combined Very Successful Successful Post 3 or more times per week 15% 39% 42% 40-41% Once or twice per week 24% Margin of Error: 5% Please tell me how often you eat each of the following foods for dinner, whether at home, in a restaurant or in another location: Turkey Pre Combined Post-Very Successful Successful 3 or more times per week 4% 18% 21% 19-20% Once or twice per week 14% Margin of Error: 4% Have you read, heard, or seen any advertisements recently promoting turkey in general, as opposed to any particular brand of turkey? Pre Post-Very Successful Successful Yes 7% 15-17% 10-14% Margin of Error: 3% Now, please rate the amount of protein typically in each type of meat, on a scale of one to ten, where one represents very low in protein and ten represents very high in protein: Mean Pre Post Turkey 7.12 7.50 Chicken 7.28 Beef 7.75 Pork 7.09 Margin of Error: .51% Thinking specifically about turkey and turkey products, how likely are you to eat turkey as part of your lunch at some time in the next week, whether at home or in a restaurant? Pre Post Very likely 33% 37%-38% Somewhat likely 29% Pre Combined Post Very likely 33% 62% 67% Somewhat likely 29% Margin of Error: 5% How likely are you to eat turkey as part of your dinner at some time in the next week, whether at home or in a restaurant? Pre Post Very likely 14% 18%-19% Somewhat likely 20% Pre Combined Post Very likely 14% 34% 38%-39% Somewhat likely 20% Margin of Error: 4% Do you recall seeing advertisements in any magazines promoting turkey as “the perfect protein”? Pre Post-Very Successful Somewhat Successful Successful Yes 7% 20% 15-19% 11%-14% Margin of Error: 3% Omnibus Results & Expected Lift • How likely are you to eat turkey as part of your lunch in the next week? (Margin of error: 4%) Pre Post Very Likely 37% 40% Somewhat Likely 22% 25% • How likely are you to eat turkey as part of your dinner in the next week? (Margin of error: 4%; Table 1 & 2 combined: 2%) Pre Post Very Likely 33% 36% Somewhat Likely 21% 24% Omnibus Results & Expected Lift • Is turkey much higher in protein than other meats or lower? (Margin of error: 2% - percent that said turkey is higher) Pre Combined Success Much Higher 5% 17% 20% Somewhat Higher 12% How Likely Are You To Purchase Turkey From the Store To Have/Serve For XXXX In the Next Month? More Protein Keep Your Your Body Less Fat Protein Promise Can’t Do Better Before After Before After Before After Ad Ad Ad Ad Ad Ad (n = ) 100 (150) (150) (150) (150) (150) (150) 10% 9% 5% P 75 56 61 52 57 57 60 E R 50 C E 25 N LUNCH T 0 Lunch Percentage Point Change +5% +5% +3% 100 P E 75 19% 57 12% 55 19% 57 R 50 48 49 48 C E N 25 DINNER T 0 Dinner Percentage Point Change +9% +6% +9% Total Percentage Point Change +14% +11% +12% Measurement • Web – Track and analyze month web statistics, include recipes, featured pages, and general site traffic. • Public Relations – Based on our original 9 month proposed program we anticipated that we would reach 25 mm adult women age 25 - 64 and a substantially broader general audience. – The current campaign is scheduled for 7 months (June through December), therefore we anticipate a reach of 15-20 mm. – We'll evaluate our efforts using monitoring services to capture our print, broadcast and online placements, pulling audience demographic information from individual vehicle media kits as required. Investment Media $2,265,900 Public Relations $279,420 - Phase 1 = $63,490 - Phase 2 = $56,990 - *Phase 3 = $105,960 - $185,430 Interactive $50,000 Creative $45,000 - Icon Development = $25,000 - Ad Creation = $20,000 *Research $26,400 Account Services $105,250 - Day to day interaction and planning = $101,250 - Travel = $2,500 to $4,000 TOTAL $2,745,570 *Larger amount includes program extended Nov. - Dec. 2004 Turkey. The Perfect Protein™ Member Programs Member Participation • Jennie-O Turkey Store incorporated new positioning into the exhibit at IDDBA. • Honeysuckle White and Willow Brook promote turkey as a high protein, low fat option on web site and materials. • Norbest included the icon on their home page, along with a feature article touting the message of the campaign. The company is also including the icon on all communication pieces and in their print advertising. • Perdue Farms included information in a sales pieces and campaign graphic information on their Web site. State Association Participation • California - Sate Ambassador, newsletter article • Indiana - State Ambassador • Iowa Turkey - State Ambassador, newsletter article, promotional items for Bon Appetit Promotion, radio spot • Minnesota - State Ambassador, logo used in billboard advertisements • Nebraska - State Ambassador, logo used on mug presented to governor in June • South Carolina - Newsletter article • South Dakota - Billboard with campaign advertisement • Virginia - State Ambassador, newsletter article Iowa Turkey Federation Radio Spot What’s Next?
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