AUTHORIZATION REQUEST FOR FY 2018

Transcription

1 AUTHORIZATION REQUEST FOR FY 2018 CBB Budget Category: Promotions Name of Contractor: North American Meat Institute Name of Organizations Subcontracting: End Date: September 30, 2018 AR #1801 P I. OVERVIEW A. AR Description: This processed beef promotion FY 2018 Authorization Request is a new first year proposal that offers a comprehensive campaign to address challenges and highlight the positive attributes of processed beef products with an emphasis on the choices available in the marketplace. We will directly communicate with consumers and channel marketers to position processed beef products favorably, as a nutritious part of a wellbalanced diet that supports an active lifestyle. In addition, we will also reinforce that processed beef items are safe, wholesome and sustainable. Why a Processed Beef Authorization Request: Process meat category represents 30 billion dollars in sales. Beef has approximately 11% of the processed meat category. Poultry is leading new product innovation. Opportunity for beef to increase share and better returns for producers. Processed beef products win in flavor, convenience and safety. Other proteins like poultry are currently leading the category with new innovations. Through this AR, there is an opportunity for beef to increase its market share of the category. Innovation is driving new products into this category like snack sticks, meat bars, combo meat and other protein snacks and more. All meat is processed to varying degrees. This can include any meat product produced via the physical or biochemical transformation of meat from its native form (i.e. carcass, wholesale cut) into a final or finished product deemed desirable by consumers. For this purpose, the following definition of further processed, as defined by the American Meat Science Association Meat Science Lexicon, will serve as the definition of processed meat. Further Processing: Any process where meat products undergo a transformation, beyond minimal processing, containing approved ingredients, and may be subjected to a preservation or processing step(s) through the application of salting, curing, fermentation, thermal processing (smoking and/or cooking), batter/breading, or other processes to enhance sensory, quality, and safety attributes. These products may include ready-to-cook and ready-to-eat products. 1

2 Processed beef products can fit easily into healthy meals. Processed beef items include, but are not limited to, corned beef, beef jerky, pastrami, beef bacon, lunch meats, hot dogs, and fully cooked beef based foods like meatballs and sausage. B. Costs for this AR: Source of Funding Direct Costs Implementation Total Beef Board/BPOC $ 700,000 $ 150,000 $ 850,000 Federation of SBCs (FSBCs) $ $ $ Other Potential Sources (describe) $ $ $ Total Cost $ 700,000 $ 150,000 $ 850,000 C. Start date: October 1, 2017 II. PLANNING INFORMATION FOR THIS AR A. Long Range Plan Core Strategies Addressed by This AR: Promote and Strengthen Beef s Value Proposition Grow Consumer Trust in Beef and Beef Production All activities conducted under this authorization request will support the beef industry long range plan. Specifically, we will promote and strengthen beef s value proposition by communicating to consumers, influencers and key opinion leaders the value of processed beef s nutrition and health benefits, safety and sustainability. We will also revolutionize marketing to present processed beef as a convenient and nutritious staple of a healthy on-the-go lifestyle. Today s consumers along with the marketplace are dramatically different than just ten years ago. The beef industry needs to seek out new ways to directly connect with consumers in meaningful ways that give them permission to consume the products they enjoy. We will grow consumer trust in beef and beef production by improving processed beef s position in the marketplace by engaging advocates and other key opinion leaders in the processed beef discussion and reaching their constituencies through them. This strategy will greatly enhance our ability to reach and engage with the target demographics. Food safety continues to be a major driver for today s consumers and processed beef products have an excellent safety record. B. Committee(s) recommendations for work plan funded by this AR: 2

3 C. Digital properties and target audience(s) addressed by this AR: Social: Facebook, Twitter, YouTube, Pinterest, Instagram Audience: Millennials and Millennial Parents Promotional web page dedicated to launching this campaign and share links to all checkoff funded websites and industry partners. E-newsletter: The collection of a database will provide opportunities to generate a monthly e-newsletter III. PROGRAM INFORMATION FOR THIS AR A. Committee Name: Consumer Trust Specific Tactic Information: Tactic 1A: Consumer Outreach Export Growth Protect & Enhance Consumer Trust Beef s Value The goal of this tactic is to delve deeply into consumer attitudes towards processed meat. There are many misconceptions about the nutritional aspects of eating processed meat products. Today s processed meat products are much healthier and fit into the busy lives of on-the-go Millennials and Millennial parents. Nutrition, Safety, Convenience and Flavor are all key drivers for today s consumers. Processed meat products win in each of these key drivers, except for Nutrition. Innovation is creating healthier options for processed beef, which will significantly help reposition processed beef as a healthy and portable protein choice. Protein snacks are showing up everywhere, helping to drive the overall category. Connecting with our target consumers with a message of convenience, nutrition, safety and taste will create more demand for processed beef. NAMI will utilize existing research to support a fact based scientific position that will provide content for our communication tactic, including infographics and other consumer communications. Connecting directly with consumers at active lifestyle events will provide one-to-one opportunities to gauge consumer perceptions, and overturn some of the misperceptions about nutrition in the processed beef category. Processed beef products provide the protein that active people want, along with the convenience and portability when dining at home isn t an option. Leveraging Social Media s strength s, we will connect and communicate directly with our target consumers and provide a positive message of how processed beef products fit into a busy lifestyle. Consumers want permission to eat processed beef products, and influencing our target demographic on social media will be key to our success. You Tube videos have become very popular and dominate with Millennials: Whether consumers are looking for a flatbread recipe or watching their favorite foodie celebrity, food is thriving on YouTube. New research from Millward Brown Digital, Firefly, and Google delves into how YouTube is fueling the foodie fan 3

4 culture, with insights into the audiences who devour food videos. They're tuning in to watch videos that inspire, educate, or entertain. To better understand what's driving this growth in food content on YouTube, we worked with Millward Brown Digital and Firefly to analyze YouTube data and survey consumers about their viewing patterns. We found that while nearly half of all adults watch food videos on YouTube, millennials (ages 18 to 34) view the most food content, watching 30% more food content on YouTube, on average, then other demographics. According to a report published by Think With Google. Our efforts will include creating an online presence dedicated to processed beef and how it fits into an active and healthy lifestyle. Promotional web pages along with social media platforms will be created. A social media consumer campaign will be used to launch the program and drive reach and engagement. Measurable objectives: o Reach goal: 1,120,000 o Engagement goal: 16,000 o Voice/KOL goal: 10 Develop one (1) Infographic to position processed beef products as healthy choices and to counteract the current negative perceptions Participate/sponsor two (2) active lifestyle events in large metropolitan cities targeted to reach 20,000 30,000 consumers during the two events. Conduct consumer intercepts to gauge consumer attitudes toward processed beef and distribute our science/fact based infographics. A minimum of 150 intercepts will be achieved during two events. Implement four (4) social media based blogger/influencer programs to engage consumers and promote consumption of processed beef products. Reach a minimum of 30,000 blogger followers and engage at a 20% rate per blogger. Create four (4) fun and engaging YouTube style videos showcasing healthier beef snack product categories. Develop one (1) consumer focused promotional web page as a communication device for all newly created content. Develop four (4) social media pages for information and promotional updates. Deliver one (1) social media campaign using a consumer promotion to engage consumers (achieve 1mm media impressions). Tactic 1B: Health and Nutrition Export Growth Protect & Enhance Consumer Trust Beef s Value Educating nutritionists and RD s about the processed beef category, and the significant improvements being made in creating healthier options is key. A fact-based approach to 4

5 comparing processed beef products to other common consumable products will highlight the many benefits of processed beef. Processed beef companies are listening to what consumers want and are responding with new formulations creating healthier processed beef products. As the consumer trend toward active healthy lifestyles continues, we will create a research summary document about the need for more protein to prevent age related muscle loss. Measurable objectives: o Reach goal: 550,000 o Engagement goal: 5,000 o Voice/KOL goal: 50 Create materials that highlight low and reduced sodium options. Develop one visual/infographic that will compare healthy processed beef products vs. other common consumable products Send quarterly press releases to media outlets reaching Millennials and Millennial parents. Provide nutritional information to ten (10) key RD s and nutritionists Tactic 1C: Key Opinion Leader Outreach Export Growth Protect & Enhance Consumer Trust Beef s Value Focus on countering critics to shift the conversation around processed beef products. Processed beef (and all processed meat products) are sharply criticized by groups like IARC, WCRF and more. Animal rights groups like PCRM use processed meat nutrition as a proxy for animal rights agenda. The beef industry must counter claims and set the record straight! Creating processed beef advocates and key opinion leaders and arming them with accurate information on the safety record, nutritional facts and convenience of processed beef products will provide an alternative narrative more favorable to the beef industry. Measurable objectives: o Reach goal: 500,000 o Engagement goal: 50,000 o Voice/KOL goal: 7,500 Create and deliver press release articles through blogs, traditional PR outlets, millennial publications. (quarterly) to health experts quarterly. Deliver one hundred (100) meat snack baskets to bloggers, supermarket RD s and media. Host a New York City launch event featuring experts like Dr. Nathan Bryan and Dr. Jeff Sindelar, showcasing how products are made, and why they are safe and nutritious. 5

6 Create partnerships with ten (10) active lifestyle bloggers who have a minimum reach of 20,000 each. AR #1801 P Tactic 1D: Channel Marketer Outreach Export Growth Protect & Enhance Consumer Trust Beef s Value Supermarkets and convenience stores account for approximately 82% of sales. The goal of this tactic is to create awareness of how processed beef products have changed and fit into today s consumer s lifestyle. Retailers are listening and watching consumer trends changing, and want to be on the forefront of the latest product innovations. Working directly with channel decision makers, we will provide promotional support through educational materials focusing on nutrition, safety, flavor, convenience and sustainability. NAMI s membership has over 200 manufacturers of processed beef products. This network of companies will be key in creating a total go-to-market approach of delivering fact based messaging to the merchandising decision makers. Attending a supermarket trade show promoting the NEW processed beef story, will allow for one-on-one engagement with key decision makers and influencers. Building strong relationships leads to greater opportunities to get more processed beef products on the retail shelves. Measurable objectives: o Reach goal: 1,355,000 o Engagement goal: 450,050 o Voice/KOL goal: 1221 Provide one (1) Infographic to 10 (ten) supermarket RD s along with other health/science based materials. Develop marketing and merchandising collateral for 10 (ten) supermarket buyers/category managers. Attend a supermarket/retail trade show to promote processed beef products and conduct fifty (50) surveys to gauge current perceptions. Create one (1) retail consumer promotion supported by digital and traditional media reaching a minimum of 1,000 participating retail locations. 6

7 IV. DETAILED BUDGET SUMMARY AR #1801 P Beef Board/BPOC Funding Request: Strategy & Tactic Program Manager Completion Date Direct Implementation Total Committee Name: Consumer Trust Tactic 1A: Consumer Outreach Bill Sessions 09/30/2018 $ 285,850 $ 67,000 $ 352,850 Tactic 1B: Health & Nutrition Bill Sessions 09/30/2018 $ 94,000 $ 18,800 $ 112,800 Tactic 1C: Key Opinion Leader Outreach Bill Sessions 09/30/2018 $ 180,000 $ 36,000 $ 216,000 Tactic 1D: Channel Marketer Outreach Bill Sessions 09/30/2018 $ 140,150 $ 28,200 $ 168,350 Totals $ 700,000 $ 150,000 $ 850,000 AR Totals $ 700,000 $ 150,000 $ 850,000 Other Potential Funding Source(s): (Informational only) Strategy & Tactic Funding Source Completion Date Direct Implementation Total Committee Name: Consumer Trust $ $ $ Tactic 1A: Consumer Outreach N/A $ $ $ Tactic 1B: Health & Nutrition N/A $ $ $ Tactic 1C: Key Opinion Leader Outreach N/A $ $ $ Tactic 1D: Channel Marketer Outreach N/A $ $ $ AR Totals N/A $ $ $ Total Cost Summary for All Funding Sources: (Informational only) Strategy & Tactic Funding Source(s) Completion Date Direct Implementation Total Committee Name: Consumer Trust All 09/30/2018 Tactic 1A: Consumer Outreach All 09/30/2018 $ 285,850 $ 67,000 $ 352,850 Tactic 1B: Health & Nutrition All 09/30/2018 $ 94,000 $ 18,800 $ 112,800 Tactic 1C: Key Opinion Leader Outreach All 09/30/2018 $ 180,000 $ 36,000 $ 216,000 Tactic 1D: Channel Marketer Outreach All 09/30/2018 $ 140,150 $ 28,200 $ 168,350 AR Totals All $ 700,000 $ 150,000 $ 850,000 V. SUPPLEMENTAL INFORMATION 7

8 A. Will all of the work detailed in this AR be completed by the end of the fiscal year? If not, please provide an explanation. Yes B. Changes from FY 2017 Approved AR: This is a first-year AR C. Subcontractor information (agencies, etc.): Name of proposed subcontractor: Streetmarc Advertising & Promotions LLC. Will all work with subcontractors be competitively bid? If not, why not? No. The subcontractor has assisted with other checkoff-funded programs and has a proven track record of achieving positive outcomes. D. Identify any relationships between this AR and projects previously funded by the Operating Committee: This is a new, first year AR with no previous funding. E. Summary of Prior Year AR Budgets and Expenses: First-year AR FY 2017 Approved Budgets AR Name/ # N/A CBB/BPOC FSBCs Other Source(s) Total Direct Cost Impl. Total AR Totals AR Name/# N/A AR Totals CBB/BPOC FSBCs FY 2017 Actual Expenses (through May 30, 2017) Other Source(s) Total Direct Cost Impl. Total F. Historical Summary of Budgets and Expenses: (includes all funding sources listed in original AR) AR Name / # N/A Total Approved Budgets Total Actual Expenses FY 2016 FY 2015 FY 2014 FY 2016 FY 2015 FY 2014 AR Totals 8