Gold & Silver Plate2015

Chair: Rod Hepponstall Vice Chair: Bob Sherwood

“Providing our Member Community and industry partners the opportunity to enhance the consumer’s enjoyment of the foodservice choice”

IFMA Vision

“Enabling our Member Community to focus on critical issues affecting their businesses and the industry”

IFMA Mission

Consumers

Operators

Enable Members & Industry

IFMA 2020 Strategic Plan

Enhance Value of Foodservice Choice

New, Deep Understanding of Consumer: Occasions & Eater Types

Co-create Value with Operators:

Route to Consumers

Develop New Insights & Best Practices Supporting Co-creation

Champion Insights &

Best Practices

IFMA 2020 Strategic Imperatives

Enhance Value

of Consumer Foodservice Choice

Consumers

Operators

Members

Focus Supporting Initiatives

Create New Consumer-Driven View of Foodservice

Create Actionable Insights & Best PracticesCo-Create Value

with Operators Through Demand-Creationand Supply-Chain

Improvement Efforts

Enable Members to Excel Given the New Basis of Competition

Drive Learnings through Connectivity Forums

-Presidents Conference-COEX-Marketing & Sales

Leaders Forum-Gold & Silver Plate- Fundamentals

-Strategic Issues Series-Operator Forums-Small/Mid Size Business-Website

-Foodservice Landscape-Foodservice Insights Library-Consumer Planning Program-Washington Insights-SCORE-Center of Excellence-GS1

-28 Occasions-4 Eater Types

Operator Collaboration-Chains-Collaboration Model-Activation Support

Operator Collaboration-Ind.-Foodservice Category Mgt.-Digital Marketplace

Educational Foundation-Scholarships-GSP Society

Center of InsightsInsights that drive

strategy & execution

Center of Best PracticesProven foodservice

best practices

Center of ConnectivityConnect to share, learn

and execute

Consumer Planning ProgramC – P. Gere VC – D. Rizley

Foodservice FundamentalsC – J. Flood VC – E. Hetrick

Small/Midsize BusinessC – B. McClellan VC – K. Schartner

Category ManagementC – B. Shanley VC – K. Jackson

GS1C – L. Oberkfell

SCOREC – R. Ferranti

Educational FoundationC – K. Schartner VC – J. Flood

Operator Collaboration ModelC – J. Bybel VC – B. McClellan

Gold & Silver PlateC – R. Hepponstall VC – B. Sherwood

Presidents ConferenceC – P. Miele VC – S. Marshall

COEXC – M. Cannon VC – D. Rizley

Navy ForumC – F. Graves VC- J. Halpern

Marketing & Sales Leaders Forum C – P. Gere VC – K. Schartner

Center of ExcellenceC – R. Ferranti VC – J. Bybel

Centers of Excellence2015 COMMITTEE LEADERSHIP

Washington InsightsC – N. Laackman VC – V. Mulder

MembershipC – B. McClellanC – M. Simmonds

BOARDLEADERSHIP

AuditC – K. Delahunt

VC – D. Davis

CompensationC – R. Ferranti VC – J. Bybel

AwardsC – J. Bybel

VC – K. Delahunt

Strategic PlanC – R. Ferranti

GovernanceC – R. FerrantiVC – J. Bybel

Digital MarketplaceC – R. Hepponstall VC – J. Flood

Strategic Issues SeriesC – R. Kirkpatrick V. TBD

Tom Ruskowski Red Diamond

Kathleen Schartner Farmer Brothers

Matt Schimpf Nestle Professional

Ben Shanley Coca-Cola

Herb Sprinkel Lamb Weston

Malcolm Simmonds J.R. Simplot

Kevin Toale Georgia Pacific

Mike Villano Basic American Foods

John Lehmann IFMA Liaison

Gold & Silver Plate

Committee:

Rod Hepponstall C Lamb Weston/ConAgra

Bob Sherwood VC Ecolab

Jeff Baker Hormel Foods

Peter Cokinos Grecian Delight

Dick Hynes Hobart Corporation

James Kennedy P&G

Bill McClellan Dawn Foods

Herb Ring The Hershey Co.

General Committee Responsibilities

• Refine “Objective,” “Positioning Statement,” Strategies,” “Goals” and “Tactics”

• Commit to “Financial Goals”

• Gain agreement with Executive Committee

• Support execution

• Make “best efforts” to attend all committee meetings/calls. If unable, inform committee chair

• Attend events and participate in program

• Keep best interests of Membership in mind

• Conduct post analysis and provide recommendations for improvement

Gold & Silver Plate

Context:• Longest running and most respected foodservice awards program• 61st year• Nomination process builds segment relationships• Nomination process is a year long effort• Should be a part of Members segment go-to-market plans• Reinvented in 2011. Shorter program. Fun. “Party at the Pier” • Open to entire industry • Silver Plate Class announced at preceding COEX by prior year’s

Gold Plate winner

Gold & Silver Plate

(point of differentiation)

Objective:

To recognize outstanding operators through the nomination process and gala awards banquet of the foodservice industry’s most prestigious award, thus allowing members the ability to strengthen segment operator relationships. Reinforces Member’s/IFMA’s industry leadership position.

Positioning Statement:

For Members wanting to build segment relationships and reinforce

industry leadership position, Gold & Silver Plate is a one-of-a- kind

process (from nomination to award) to target and grow relationships

their companies.

(target) (need)

Goals:

• Attendance Revenue: $ 160M

• Sponsorship Revenue: $ 255M

• Paid Attendance: 530

Strategies:• Establish committee to set direction, create plan and support

execution. Link IFMA’s internal processes and resources• Execute nomination process• Build and execute integrated marketing plan. Focus on table

sales• Link to OCM, FCM, CPP, FS 2020, and Connectivity forums

Gold & Silver Plate

Gold & Silver PlateStrategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes and resources

Tactics

Who When Done

Internal review for strategic alignment IFMA w/o 7/30 w/o 7/30

Secure Chair and Vice Chair JL/JG w/o 7/30 w/o 7/30

Review and update committee plan with Chair and Vice Chair JL w/o 3/9

Identify/recruit committee members. Tony and Cheron supports. JL/TD/CL w/o 7/30 w/o 7/30

Coordinate first committee meeting and send out committee plan and agendaas pre-read

IFMA w/o 3/18 w/o

Hold first committee meeting. Review committee plan & ideation session IFMA/ Committee

w/o 3/9 w/o

Registration open JL/CC/ED Jan 18 Jan 18

Draft to committee IFMA w/o 4/9 w/o

Identify Master of Ceremonies Committee/JL

w/o 11/1 w/o

Make any program necessary program changes JL/CC w/o 3/25 w/o

Evaluate and finalize agenda Committee w/o 4/1 w/o

Specify room setup, F&B and AV requirements CC/JL w/o 4/15 w/o

Gold & Silver PlateStrategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes and resources

Tactics (Continued)

Who When Done

Secure Master of Ceremonies JL w/o 12/1 w/o

Develop flow document JL w/o 4/15 w/o

Rough script sent to Master of Ceremonies and other speakers JL/TS w/o 4/29 w/o

Set and execute prep schedule Master of Ceremonies and others JL/TS w/o 5/1 w/o

Silver Plate Winner‘s and Event Videos Delivered PS/JL 5/8 w/o

Conduct rehearsals JL 5/18 5/

Gold & Silver PlateStrategy: Execute nomination process

Tactics

Who When Done

Prepare nomination materials JL/TS w/o 4/14 w/o 4/14

Open Nominations JL/CC/ED w/o 6/2 w/o 6/2

Personal email to prior year nominators JL w/o 6/2 w/o 6/2

Execute marketing plan in concert with GSP plan PS/MK Ongoing Ongoing

Nominations close IFMA Nov. 30 Nov. 3

Prepare and send out nominations to pre-screening jury JL w/o 12/8 w/o 12/8

Prepare and send out final nominees to selection jury JL w/o 1/26 w/o 1/26

Assemble jury and select Silver Plate winners and secret ballot Gold Plate winner

JL Feb. 4 Feb. 4

Notify winners, collect information and relay information to all parties needed.

JL/CC/PS w/o 2/9 w/o 2/9

Silver Plate Class announced by prior year Gold Plate at COEX at the end of the Tuesday morning session. Press release on wire

JL/PS/MK Mar. 3 Mar. 3

Gold & Silver PlateStrategy: Build and execute integrated marketing plan. Focus on table sales

Tactics

Who When Done

Define targets JL/CL/TD 12/9 12/9

Draft creative brief for overall conference PS/JL/ Agency

w/o 1/3 w/o 1/3

Develop Communication plan, including all electronic, printed , web and personal communications outlined

PS/MK w/o 2/25 w/o 12/19

Drive registration through IFMA emails and social media PS/MK w/o 3/18 Ongoing

Synchronize with content development JL/CC Ongoing

Monitor and report status of communications plan and registrations PS/MK/JL Ongoing

Save the date announcement (Electronic) PS/MK w/o 3/16 w/o 3/5

Mail Brochure to Members & Operators PS/MK w/o 3/9 w/o

Follow-up calls by committee to operators that received invitations Committee w/o 4/8 w/o

Member out reach CL/PS/MK w/o 4/8 w/o

Committee calls to members Committee w/o 4/8 w/o

Drive registration through IFMA emails and social media PS/MK w/o 3/18 w/o

NRN ad IFMA w/o 4/15

Gold & Silver Plate

Strategy: Link to OCM, FCM,CPP, FS 2020 and Connectivity forums

Tactics

Who When Done

If a Gold or Silver Plate winner is high-profile recruit them to speak at other IFMAforums

JL Ongoing

Have prior year’s Gold Plate winner announce new class at COEX JL Mar. 3 Mar. 3

Bring back past Gold or Silver Plate winners to host the celebration/dinner JL 10/1

Head table introductions include other committee leadership positions JL

Cross-promotion of events and products in sponsor loop MK