FY21 R 1 Revise vised Pr Prop opose osed Bu Budget get - PowerPoint PPT Presentation

FY21 R 1 Revise vised Pr Prop opose osed Bu Budget get Alaska Seafood Marketing Institute Domestic Marketing Team September 3, 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): $259, $259,000 000 (↓$17,500 ) ) Salary and benefits funding determined by fiscal. Salary, Benefits and Travel 50% Marketing Director (Megan Rider) 100% Marketing Coordinator (Sarah Cannard) 50% Marketing Coordinator (Leah Krafft) Decreased due to travel funds. 4

Foodser ervice M e Marketi eting O g Operati tion ons _______________________________________ ____________________________________ Mark rketing O Opera rations: : $1 $192, 92,500 500 (↓$22,500 recomm mmende ded) d) Contract and Travel Expenses 100% Distributor Promotions/National Accounts (Jann Dickerson) 33% Marketing Consultant (Tricia Sanguinetti) Slight decrease due to travel funds. 5

Foodser ervice O e Operator P or Promoti otion ons _______________________________________ ____________________________________ Operat ator P Promo motio ions: : $275,000 (no no c chang nge 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 (no c change r 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. 7

Foods Foodservice e Trades adeshow hows and and Conf onfer erence ces _______________________________________ ____________________________________ Trade de Sh Shows an and d Co Conferences:$30, 30,00 000 (↓ $170,000 recommended) Building relationships throughout the trade, developing new contacts, strengthening existing trade relationships, and learning about new trends. Decrease reflects cancellations of tradeshows and conferences, however, we plan to attend 1-2 valuable virtual shows such as MEG and Flavor Experience. 8

Trad ade Suppo Support _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Trad ade S Suppo port: $595, $595,000 000 (↑ $210,500 recomme mmende ded) d) Recipe development, webinars, virtual opportunities, photography, website content, Seafood University, 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

Carryover r Funds nds - $271 71,615 _______________________________________ Rese serve 100% for rai ainy day fun und wit with the e optio ion of reass eassessi ssing g in Ja January. 11

Ret etail il 12

Budget B get Breakd kdow own _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 13

Retai ail Pr Program O Ope perations ns _______________________________________ ____________________________________ Program O am Operat atio ions: s: $259, $259,000 000 (↓ $17,500) ( Salary & benefits funding determined by fiscal) Salary, Benefits and Travel 50% Domestic Marketing Director (Megan Rider) 100% Retail Marketing Coordinator (Emily Gisler) 50% Marketing Coordinator (Leah Krafft) Decrease due to travel funds. 14

Marketi eting O g Operati tion ons _______________________________________ ____________________________________ Mark rketing O Opera rations: $ : $211,000 000 (↓ $1 $15, 5,000 000) Contract and Travel Expenses 100% Retail Marketing Representative (Mark Jones) 33% Marketing Consultant (Tricia Sanguinetti) Slight decrease is a result of travel funds. 15

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: $395, $395,000 000 (↑ $ 126, 126,000 r 000 reco ecommended) Alaska Seafood coupons and co-op coupon promotions are funded in this category, as well as ecommerce shoppable recipes. Increase reflects expansion into other consumer facing virtual opportunities such as Serious Eats, third party grocery delivery (Amazon Fresh, Shipt), Ibotta, and more. 16

Retail T Trade P e Promoti otion ons _______________________________________ ____________________________________ Retail Trade Promotions: $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. 17

Retai ail T Trad ade Sho Shows and C and Confe nference ces _______________________________________ ____________________________________ Trade S Shows a and Confere rences: : $30, $30,000 000 (↓ $116,000) Building relationships throughout the trade, developing new contacts, strengthening existing trade relationships, and learning about new trends. Decrease reflects cancellations of tradeshows and conferences, however, we plan to attend 1-2 valuable virtual shows such as the RDBA targeting retail dieticians. 18

Trad ade Suppo Support _______________________________________ ____________________________________ Retail ail T Trad ade S Suppo port $3 $316, 6,500 500 ( ↑$18,000 recomme mmended) 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 for assets such as QR codes, Seafood University, Functional Nutrition recipes. 19

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. 20

Carryove ver F Fun unds s - $298,0 $298,071 _______________________________________ ____________________________________ Allocate 70% in FY21 - $208, 208,649 49 Alloc llocate 3 0% in FY22 - $89, 89,42 420 21

Propo posal sal for Carryover Funds: ds: _______________________________________ ____________________________________ 22

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Thank Thank You! u! 29