FY21 1 Pr Prop opose osed Bu Budget get Alaska Seafood - PowerPoint PPT Presentation

FY21 1 Pr Prop opose osed Bu Budget get Alaska Seafood Marketing Institute Domestic Marketing Team May 5, 2020 1

Food oodse servic ice 2

Budget B get Breakd kdow own _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 3

Foodser ervice P e Progr gram O Operati tion ons _______________________________________ ____________________________________ Program am Operat atio ions ( s (St Staf aff): $2 $277, 7,000 000 (↓$24,000 ) ) Salary and benefits funding determined by ASMI Fiscal Salary, Benefits and Travel 50% Marketing Director (Megan Rider) 100% Marketing Coordinator (Sarah Cannard) 50% Assistant Marketing Coordinator (Leah Krafft) Decreased as Domestic gave up one PCN to Communications. 4

Foodser ervice M e Marketi eting O g Operati tion ons _______________________________________ ____________________________________ Mark rketing O Opera rations: $ : $215, 5,000 000 (↓$50,000 recomm mmende ded) d) Contract and Travel Expenses 100% Distributor Promotions/National Accounts 33% Marketing Consultant (Tricia Sanguinetti) Slight decrease reflects RFP. 5

Foodser ervice O e Operator P or Promoti otion ons _______________________________________ ____________________________________ Operat ator P Promo motio ions: : $2 $275, 75,000 000 (↓ $42, $42,000 000 recomm mmende ded) d) Custom promotions with 16,000+ units across the country 6

Distri tributor or P Promoti otion ons _______________________________________ ____________________________________ Dist strib ibutor P Promo motions: s: $250, $250,000 000 ( ↓ $85, $85,000 000 recomm mmende ded) d) Domestic has been successful partnering with broadline and specialty distributors selling to chain accounts, foodservice management, and independent operators. Current estimate 5M pounds moved during ASMI promotions this fiscal year. New par artnerships include: • US Foods divisions • Gordon Foodservice Canada • Harbor Foodservice 7

Foods Foodservice e Trades adeshow hows and and Conf onfer erence ces _______________________________________ ____________________________________ Trade S Shows a and Confere rences: : $200,000 $200, 000 (↑ $6, $6,000 00 recomme mmende ded) d) Building relationships throughout the trade, developing new contacts, strengthening existing trade relationships, and learning about new trends. New tradeshows and conferences ASMI is attending: • Flavor Forays • Hot Luck 8

Trad ade Suppo Support _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Trad ade S Suppo port: $38 $384, 4,500 500 (↑$172,500 recomm mmende ded) d) Recipe development, photography, website content, culinary training programs, research, sample seafood products, and all print collaterals. 9

Foodser ervice T e Trade A e Adver erti tising _______________________________________ ____________________________________ Trade A Adver ertising: $1 $145, 45,00 000 (no c change r recomm mmende ded) d) Domestic does a combination of print and digital advertising with Plate, Flavor in the Menu/Seafood in the Menu, CIA Smartbrief and Hotel Smartbrief. 10

Ret etail il 11

Budget B get Breakd kdow own _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 12

Retai ail Pr Program O Ope perations ns _______________________________________ ____________________________________ Program O am Operat atio ions: s: $2 $277, 7,000 000 (↓ $2 $24, 4,000) 000) ( Salary & benefits funding determined by ASMI fiscal) Salary, Benefits and Travel 50% Domestic Marketing Director (Megan Rider) 100% Retail Marketing Coordinator (Emily Gisler) 50% Assistant Marketing Coordinator (Leah Krafft) Decrease due to loss of fifth PCN. 13

Marketi eting O g Operati tion ons _______________________________________ ____________________________________ Marketing Op Oper erations: $22 $221,000 000 (No c change r recommended) Contract and Travel Expenses 100% Retail Marketing Representative (Mark Jones) 33% Marketing Consultant (Tricia Sanguinetti) 14

Speci Special Pr Proj ojec ects and and Co-op op Pr Prom omot otion ons _______________________________________ ____________________________________ Spe Special Pr Projects an and d Co Co-op p Promo motio ions: s: $269, $269,000 000 (↓ $9 $97, 7,000 r 000 reco ecommended) Alaska Seafood coupons and co-op coupon promotions are funded in this category, as well as ecommerce shoppable recipes. Decrease reflects established relationships with platforms such as Ibotta and Fexy and able to better leverage agreements. 15

Retail T Trade P e Promoti otion ons _______________________________________ ____________________________________ Retail ail T Trad ade P Promo motio ions: s: $ $375,000 (no c change r recomm mmende ded) d) In-store promotions, demos, merchandising contests, and custom point-of-sale materials. We are enjoying increased participation from retailers in the United States and Canada. New pa partner erships: Fred M Fr Meyer 16

Retai ail T Trad ade Sho Shows and C and Confe nference ces _______________________________________ ____________________________________ Trade S Shows a and Confere rences: : $1 $146, 46,000 000 (no c change r recomm mmende ded) d) Building relationships throughout the trade, developing new contacts, strengthening existing trade relationships, and learning about new trends. 17

Trad ade Suppo Support _______________________________________ ____________________________________ Retail ail T Trad ade S Suppo port $32 $321,000 000 ( ↑$121,000 recomm mmende ded) d) Funding for the digital asset library, recipe development, photography/video production, research, POS development and reprints, storage/fulfillment costs, website updates, and product for display and PR events. Increase due to growing demand for POS materials from retailers. 18

Retail T Trade A e Adver erti tising g _______________________________________ ____________________________________ Retail ail T Trad ade A Advertisi ising $ $160,000 (No c change r recommended) Domestic will devote funds to both digital and print media to include Progressive Grocer, FMI Daily Lead, Smartbrief, Grocery Business, and others. 19

Thank Thank You! u! 20