CO COMMUNIC MMUNICATIONS TIONS ASMI ALL HANDS UPDATE October 8, 2019 1
PROGRAM OBJECTIVES _______________________________________ Increase positive Management of Support all ASMI awareness of U.S. public programs and ASMI and the relations program departments Alaska Seafood (Edelman) brand 2 2
OBJECTIVE: SUPPORT ASMI PROGRAMS _______________________________________ • Manage ASMI photo and video collections • Increase positive awareness of ASMI and the Alaska Seafood brand • Management of U.S. public relations program • Develop collateral with other programs • Crisis monitoring & messaging • Serve as ASMI’s spokesperson New digit gital asset t manageme ment nt platf tform rm 3
NETX: Digital Asset Management _______________________________________ 4
OBJECTIVE: SUPPORT ASMI PROGRAMS • Manage ASMI photo _______________________________________ New Phot oto o and Video o Assets sets and video collections New assets from Alaska photographers and videographers. • Increase positive awareness of ASMI and the Alaska Seafood brand • Management of U.S. public relations program • Develop collateral with other programs • Crisis monitoring & messaging • Serve as ASMI’s spokesperson The Alaska Commercial Fishing Photo Contest brought in 5 over 400 400 images to add to ASMI’s asset collection.
STAKE AKEHOLDER OUTRE HOLDER OUTREACH CH 6
Ob Objectiv ective: e: Increase crease Awareness areness Amo mong ng Key Aud udience iences ALASKANS 7
FL FLEET & INDU EET & INDUSTRY TRY OU OUTREA TREACH CH 20 20,00 ,000 440 40 Whee Wh eel W l Wat atch Ala lask ska a Fisherman herman Amb mbas assador sadors Newsletters Mailed 2,5 2,500 00 45K 45K Monthly Ma Mark rketing ting Avg. Monthly Views for National Up Updat date e Subscribers Fisherman Northern Lights 8
ASMI NEWS & UPDATES FACEBOOK PAGE _______________________________________ 9 9
FLEET/INDUSTRY/COMMUNIT Y EVENTS _______________________________________ • Alask ska Fede derat ration ion of Nativ tives PHOTOs: • Pa Pacif cific ic Marin ine Expo po • Kodiak diak ComFish ish • Juneau neau Mari ritime time Festi stival • Brist stol l Bay Fish h Expo po • SWAMC • Southe utheast ast Conf nferen rence ce 10
STAKEHOLDER OUTREACH _______________________________________ REACHING: ALASKANS + INDUSTRY + VISITORS ANCHORAGE AIRPORT VIDEOS 11
FY1 FY19 SP 9 SPON ONSORSHIPS SORSHIPS & A & ADV DVER ERTISING TISING Spon onsor sorsh ships ips Adv dver erti tisi sing ng • Alaska Fish Radio • Pacific Marine Expo • Alaska Federation of Natives Convention • Ted Stevens Anchorage Intl. Airport • Young Fishermen’s Expo • Southeast Conference • Pacific Fishing • Southwest Alaska Municipal Conference • National Fisherman • Alaska Municipal Conference • NFI Membership Directory • Kodiak • Fishermen’s News • AFDF Symphony of Seafood • Edible Alaska Magazine • Beans Cafe “Toast To The Coast” Fundraiser • Alaska SeaLife Center Marine Gala • International Food Bloggers Conference • More… 12
IFBC 2019 _______________________________________ • “ All of the receptions were outstanding in terms of food quality and presenting Alask ska a seaf afoo ood , which is really unique and deserves a lot of attention from the food world.” - IFBC 2019 Attendee 13
GOVERNMENT LEADERSHIP _______________________________________ Le Legisl slati tive Outreach reach “XYX” • Annual Report • Economic Impact One-Pager • House Fisheries: Economic Value Report • Invitations to Participate in ASMI Activities Symphony of Seafood Coming ng Soon on! 2019 Economic Value of Alaska’s Seafood Industry 14
TELL TELLING THE S ING THE STORY ORY 15
? AD ADDI DING NG TO THE O THE TEAM TEAM 16
ASMI ALL HANDS EDELMAN UPDATE PR, Social & Digital October 8, 2019 17
OUR OBJECTIVE _______________________________________ Drive awareness and consideration for Alaska seafood amongst consumer, foodservice and retail audiences . 18
Program Highlights • Feature story placement continued year- round as a result of FAM trips. 70+ 98% 117 • Influencer and RD programs generated Key in-person YOY increase Influencer Posts, strong content, message pull-through interactions with in uses of against goal of 20 and long-term advocates — media targets #AskForAlaska influencers continued to call out Alaska Seafood beyond contractual obligations. 3 993M 2 • Events and in-person touchpoints led to new relationships, social and editorial Successful media Earned media Year-long events/trips coverage . impressions from programs with yielding positive 150+ placements highly engaged • Paid strategy shifts resulted in a significant media feedback bloggers and RDs increase in clicks to content , which can ultimately drive purchase consideration. 19
Earned Media Coverage (OCT 2018-SEPT 2019) 993M i mpressions from 150+ placements and additional social amplification 21% of coverage secured through an 5.86B+ i mpressions event or interview from 1,752+ placements earned since FY15 (FEB 2015-Oct 2019) (JUL 2018-JUN 2019) 874.9M+ impressions earned in FY19 20
Social/Digital Storytelling September 2018 – August 2019 A revamped social media targeting strategy with behavioral research more effectively influenced consumers to ask for Alaska with our social content. 2.8M 151K 1.1K Paid impressions Engagements from Uses of on Facebook and 709+ owned posts #AskForAlaska Instagram 50K 5X 2K+ Clicks to Alaska Higher per-month New Instagram Seafood on-site volume of clicks to followers content Alaska Seafood site 21
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Media Events & Test Kitchen Visits Multi-Course Dinner at Norah | Los Angeles • Showcased all species • 11 media and influencers • 20K+ engagements via real time social coverage Spring Brunch Event & Media Tour | New York City • Partnered with James Beard Award nominated chef Carlyle Watt of Anchorage's Fire Island Bakery • 39 media, RDs and influencers • 33k+ engagements via real-time social coverage • 69M+ earned media impressions • Media Interviews, Demos & Test Kitchen Visits with VICE Munchies, Bon Appétit and Heritage Radio 23
FAM Trip – Naknek & King Salmon June 2019 Immersing media in all things Alaska Seafood, from sea to table • Six U.S. based food and nutrition media from top tier outlets including: • Activities: Sustainability education with ADF&G and visiting fish counting weirs, boating Bristol Bay to see setnet sites with fisherman and industry members, touring a processing facility in Bristol Bay, hands-on cooking opportunities and demos featuring wide variety of species Results: Total Social Social Media Podcast 38 4,601 1 Posts Engagements Episode 4 Online articles / Instagram Potential 124 5.9M Stories Reach blog posts
Influencer Programs October 2018 – June 2019 Asian Grilled Strategy: Alaska Salmon Kabobs Partnered with a strategic group of national food influencers (bloggers) Total Potential Reach: 71K and RDs Keri Glassman of Nutritious Life and Rachael DeVaux of Rachel’s Engagements: 2K Good Eats to promote Alaska seafood during key moments. • October – National Seafood Month Alaska Homemade • January/February – New Year, Health and Nutrition Smoked Salmon Dip • March/April – Lenten Promotion Total Potential Reach: 282K • May/June – Summer Grilling/Entertaining Engagements: 1.7K Results: Thai Baked Halibut With Coconut Rice 7 Influencer 134 Pieces of Partners Social Content Total Potential Reach: 431K Engagements: 1.7K Potential Social Media 9M 25K Reach Engagements 25
National Seafood Month October NATIONAL SEAFOOD MONTH With consumers growing interest in where their food comes from and how it’s brought from sea to table, leverage National Seafood Month and Alaska Day to tell our origin story, highlighting the people and places that make Alaska great. • Spotlighting Alaska’s roots : Leverage authentic voices, like fisherman, in storytelling to connect consumers and National media outreach with Regional media outreach trade audiences to connect consumers to the Alaska promotion of crab season, offering in-studio demos with Commercial Fishing Day and ASMI Chef Alliance partners Seafood brand. fisherman spotlights • Engaging on social : Profile authentic voices and leverage compelling facts and stats through content on social channels. • Face-to-face connections & education : Continue to build and foster relationships with key health, RD and trade Kick off yearlong blogger Build and foster relationships programming, engaging 3-5 through 1:1s at FNCE and contacts through 1:1 meetings and engagements at FNCE influencers to post about IFEC and IFEC – educating them on all things Alaska seafood. National Seafood Month 26
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