Minnesota Food Engagement Campaign Overview > SB52 Cuisine Committee 3-2017
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Transcript of Minnesota Food Engagement Campaign Overview > SB52 Cuisine Committee 3-2017
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Minnesota Food Community EngagementCuisine Committee > “sharing the Minnesota food story”
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Leadership 52 Committee Leaders
SARA BROHL MEGAN SPEAS
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New SB52 HOSPITALITY CONNECTION
REECE ANDERSON
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SB 52 BUSINESS CONNECThttp://www.mnsuperbowl.com/business-connect
Certify/VerifyTo certify/verify with the Business Connect program, businesses must provide proof with one and/or more of the certification bodies below. Please click on the link to initiate application for certification/verification:•TG/ED – MN State Targeted Group Business Program (MN Dept. of Administration)•CERT Central Certification Program (City of St. Paul, Minneapolis & Hennepin County)•DBE – Disadvantaged Business Enterprise Program (Federal- through the Minnesota Unified Certification Program)•National Gay & Lesbian Chamber of Commerce (nglcc.org)•VOSB - Veteran Owned Small Business (federal verification program)•NCMSDC - North Central Minority Supplier Development Council•WBENC - Women’s Business Enterprise National Council•NGLCC – National Gay and Lesbian Chamber of Commerce certification program
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SB 52 Cuisine Committee Charter
Objective > “Sharing the Minnesota Food Story”Leverage the limelight of Super Bowl 52 to tell the Minnesota Food Story while enhancing community participation in the Super Bowl.
Committee Members > Your Participation Each member chooses a Tactical Focus Area to participate in our phased development approach
Strategies > Tactical Focus AreasRegional Food + Cuisine Community Engagement + Super Bowl EvangelismFood + Cuisine-centric Social Engagement CampaignSB 52 Event Activation + Cuisine Community Events
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SB 52 Cuisine Committee LEGACY
Outcome > “Sharing the Minnesota Food Story”An integrated owned media channel network displaying the best of the region in relevant, consumable, media-ready content vignettes on Facebook, Twitter, Instagram and Pinterest.
Outcome > Community Engagement + Communication > Food + CuisineAs the primary food and cuisine community outreach effort, our committee will have provided relevant and tactical communication to the community for them to participate in numerous ways in the excitement and opportunity of SB52.
Outcome > Regional Hospitality + Media SupportOur Food + Cuisine Guides will spotlight the best and the unique in our region providing a fresh view of the breadth of our regional food and cuisine talent and experiences.
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Strategy Overview > Tactical Focus 1Regional Food + Cuisine Community Engagement + Super Bowl Evangelism
SB 52 Cuisine Committee Charter
Tactic 1 > Creating the Big Game Food Guide
Tactic 2 > Developing and Executing Food Guide Distribution Strategy
Tactic 3 > Serving as Food Guide/Community Ambassadors at Key Market Entry Points throughout Super Bowl Week
***Estimated Hours 8-10 hours/month
***Additional Volunteers will be needed to be developed to support this sub-team’s efforts
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Strategy Overview > Tactical Focus 2Food + Cuisine-centric Social Engagement Campaign
SB 52 Cuisine Committee Charter
Tactic 1 > Creating and executing the Minnesota Food Social Engagement Campaign on Facebook, Twitter, Instagram, and Pinterest
Tactic 2 > Collecting Social Campaign Assets from Regional Food and Cuisine Resources
Tactic 3 > Providing Social Media Campaign support during SB 52 30 Day Count Down Conversation
***Additional Volunteers will be needed to be developed to support this sub-team’s efforts
***Estimated Hours 8-10 hours/month
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Strategy Overview > Tactical Focus 3 SB 52 Event Activation + Cuisine Community Events
SB 52 Cuisine Committee Charter
Tactic 1 > Staging and Hosting Cuisine + Food Community Engagement Events
Tactic 2 > Developing and Coordinating Food and Beverage Samples and related for SB52 Media Row +
Tactic 3 > Serving as Food Guide/Community Ambassadors at Key Food + Cuisine Community Touch Points throughout Super Bowl Week
***Additional Volunteers will be needed to be developed to support this sub-team’s efforts
***Estimated Hours 8-10 hours/month
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Phased DevelopmentThree distinct phases for each tactical sub-team
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1 > Community Engagement Sub-teamPlan May Event
2 > Social Engagement Sub-team Launch Social Content Strategy on Minnesota Food Channels
3 > Minnesota Food Guide Sub-team
DEVELOPMENT PHASE 1 > now through q2 2017Select Your Sub-team focus… and your level
***Sub-teams will meet on their own and report on progress to L52 Committee Leads and Full Committee in May, July, September, November and January.
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DEVELOPMENT PHASES OVERVIEWHigh-level view of Sub-team planned effort
Sub-team Phase 1 Phase 2 Phase 3
Leadership 52 Co-leads Create Strategy Framework + Coordinate Sub-teams
Lead Sub-teams effort Lead Sub-teams effort
[FG] Minnesota Food Guide Engagement
Co-lead Community OutreachFood Guide Design + Development
Food Guide Design + Development
Food Guide Distribution + Community Ambassadors at Key SB52 Market Entry Touch Points
[SE] Social Engagement Launch Social Content Strategy on Minnesota Food Channels
Continue Digital Engagement Build
Providing Social Media Campaign support during SB 52 Count Down Conversation
[CE] Community Engagement
Co-lead Community Outreach May Event Plan + Execute
Other Community Outreach + Promotional Events as needed
Media Row Support
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SOCIAL ENGAGEMENTOWNED MEDIA CHANNEL NETWORK + SAMPLE PARTICIPANT
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SOCIAL CHANNELS OVERVIEWHigh-level view of Owned Media Channels
CHANNEL > PROFILE CONTENT REQUEST TACTICS CAMPAIGN
Photos, Video, Short Description, Directional Link
Photo Album, Video, Search Optimized Post with directional link
3-7 Features Weekly through SB52
Photos, Video, Short Description, Directional Link
Twitter Stories, Video, Search Optimized Post with directional link
3-7 Features Weekly through SB52
Photos, Video, Short Description, Directional Link
Instagram Stories, Video, Search Optimized Post with directional link
3-7 Instagram Posts/Stories Weekly through SB52
Photos, Video, Short Description, Directional Link
Pinboard Feature with Search Optimized Pin Collection
3-7 Pinboard Collections Weekly through SB52
Restaurant/Establishment Photo, Featured item, Short Description, Address, Phone, Link, Reservation options
Featured Restaurants, Specialty Venues + Cuisine Experiences
Minnesota Food Guide will be distributed digitally throughout SB52 Promotional Campaign
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T Rex Cookies
SOCIAL STRATEGY OVERVIEWMinnesota Food Content Strategy > Sample Participant
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https://trexcookie.com/3338 University Ave. SE Minneapolis, MN 55414
Open Monday-Saturday 7am-7pm > Closed Sundays
Tina
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ookie
Enth
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MN Food Personality
MN Food Directional URL
MN Food Brand Logo
MN Food Venue or Experience
MN Food Menu Product Feature
MN Food Physical [email protected]
T-Rex Cookie Cafe offers a rotating variety of 1/2 lb cookies, locally roasted coffee and a variety of house-made sandwiches and salads.
T-Rex Cookies has grown from a farmers market table to a full service café and coffee bar on University Avenue. Her signature giant cookies range from ½ pound to 5 pounds each. The cookies have been named one of the best cookies in America from Good Morning America and can be found on many other “best of” lists.
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SB 52 Cuisine committee Contacts
Co-chairsAndrew Zimmern
Wendy Meadley
LEADERSHIP 52 Co-LEADSSARA BROHL
MEGAN SPEAS
SUB-TEAM LEADSCommunity Engagement > TBD
Social Engagement > Jerrod Sumner
MINNESOTA Food GUIDE > Sue Zelickson
SB 52 HOST COMMITTEE CONTACTSDana nelson
Reece Anderson
COMMITTEE MADONNA CARR
ERIC DAYTON
JULIE DRAKE
MICHAEL FANUELE
KATHY KANTOS
Tessa leung
MARCY LITTLE
Aaron mack
Adam platt
TAMARA SPUDE
CINDY TIMMERMAN
Vince tracy
Brian turner