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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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