2015 Marketing & Sales Leaders Forum Committee Plan

1. Marketing & Sales Leaders Forum
2015
Chair: Paul Gere
Vice Chair: Kathleen Schartner

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

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

4. 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

5. 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 Practices
Co-Create Value
with Operators Through
Demand-Creation
and 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
-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

6. Center of Insights
Insights that drive
strategy & execution
Center of Best Practices
Proven foodservice
best practices
Center of Connectivity
Connect to share, learn
and execute
Consumer Planning Program
C – P. Gere VC – D. Rizley
Foodservice Fundamentals
C – J. Flood VC – E. Hetrick
Small/Midsize Business
C – B. McClellan VC – K. Schartner
Category Management
C – B. Shanley VC – K. Jackson
GS1
C – L. Oberkfell
SCORE
C – R. Ferranti
Educational Foundation
C – K. Schartner VC – J. Flood
Operator Collaboration Model
C – J. Bybel VC – B. McClellan
Gold & Silver Plate
C – R. Hepponstall VC – B. Sherwood
Presidents Conference
C – P. Miele VC – S. Marshall
COEX
C – M. Cannon VC – D. Rizley
Navy Forum
C – F. Graves VC- J. Halpern
Marketing & Sales Leaders Forum
C – P. Gere VC – K. Schartner
Center of Excellence
C – R. Ferranti VC – J. Bybel
Centers of Excellence
2015 COMMITTEE LEADERSHIP
Washington Insights
C – N. Laackman VC – V. Mulder
Membership
C – B. McClellan
C – M. Simmonds
BOARD
LEADERSHIP
Audit
C – K. Delahunt
VC – D. Davis
Compensation
C – R. Ferranti
VC – J. Bybel
Awards
C – J. Bybel
VC – K. Delahunt
Strategic Plan
C – R. Ferranti
Governance
C – R. Ferranti
VC – J. Bybel
Digital Marketplace
C – R. Hepponstall VC – J. Flood
Strategic Issues Series
C – R. Kirkpatrick V. TBD

7. Committee Members:
Paul Gere C McCain Foods USA
Kathleen Schartner VC Farmer Brothers
Arliene Bird Ecolab
Leslie Chase Tyson
Bill Fischer Fischer Paper Products
Sherri Hager CSM Bakery Solutions
Josh Halpern Anheuser-Busch
Mike Holzworth Hospitality Mints
Deborah Jackson PepsiCo
Kevin Jackson JM Smucker Company
Jon Kiefer McCain Foods USA
Jennifer McDavid Tyson
Todd Montazzoli Nestle Professional
Steve Nemeth Southeastern Mills
Tom Rupkey ConAgra Foods
Cory Sexson FoodHandler
Alan T. Sterling Wayne Farms LLC
Hugh Sullins Epi Breads
Kevin Toale Georgia Pacific
Scott Tomes Bongards Creameries
Monique Vetri JR Simplot
Ben Wexler Whitewave
Steve Wood Kraft
John Lehmann IFMA Liaison
Marketing & Sales Leaders Forum

8. 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

9. Context:
• Only Insights & Best Practices Program for Foodservice Sales &
Marketing professionals
• Forum that showcases IFMA’s Insights & Best Practices work
• Should be a part of Members go-to-market plans
• Re-vamped in 2011
• Most value attained when members send both their sales &
marketing teams
• Program rotates every year to a different IFMA member location
Marketing & Sales Leaders Forum

10. Objective:
Create a conference that supports business planning and
execution by providing critical and relevant “Market Insights” and
“Best Practices.”
Positioning Statement:
For sales and marketing leaders who drive business planning and
execution, the Marketing & Sales Leaders Forum is an event that
combines Market Insights and Best Practices to enable winning
strategies, plans and execution.
(target)
(need)
(point of differentiation)
Marketing & Sales Leaders Forum

11. Goals:
• Attendance Revenue: $210M
• Sponsorship Revenue: $25M
• Paid Attendance: 185
Strategies:
• Establish committee to set direction and support execution.
Link IFMA’s internal processes and resources.
• Build and execute integrated marketing plan. Focus on
content and speakers
• Link to OCM, FCM, CPP, FS 2020, Connectivity forums
Marketing & Sales Leaders Forum

12. Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes
and resources
Marketing & Sales Leaders Forum
Tactics
Who When Done
Select Chair & Vice Chair JG/JL w/o 12/15 w/o 12/15
Identify and invite prospective committee members JL/TD/CL w/o 1/15 w/o 1/15
Review Committee members and preliminary deck with Chair & Vice
Chair
JL w/o 1/15 w/o 1/15
Coordinate first committee meeting and drive committee members
to website for deck review
JL w/o 1/15 w/o 1/15
Hold first committee meeting, review deck, and set calls JL w/o 1/20 w/o 3/16
Content ideation session Committee w/o 1/20 w/o 4/13
Evaluation, selection and preliminary draft of content Committee w/o 3/10 w/o 4/13
Create agenda from base content Committee w/o 3/24 w/o 4/13
Identify speakers, panelists and moderators Committee w/o 6/2 w/o
Specify Room Setup, F&B and AV requirements IFMA w/o 7/7 w/o

13. Marketing & Sales Leaders Forum
Tactics
Who When Done
Develop flow document IFMA w/o 6/2 w/o
Secure PPT’s, videos, etc. IFMA w/o 7/21
Finalize PPTs, videos, etc. IFMA w/o 7/28
Set and execute prep schedule for speakers, panelists and
moderators
IFMA w/o 6/30 w/o
Conduct rehearsals w/o 8/4
Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes
and resources

14. Marketing & Sales Leaders Forum
Tactics
Who When Done
Prepare Post Conference Surveys JL/TS w/o 7/22
Prepare conference survey results JL w/o 8/26
Committee evaluation (Post conference call) Committee w/o 9/9
Space for additional Content
Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes
and resources

15. Marketing & Sales Leaders Forum
Tactics
Who When Done
Develop communication plan, including all electronic, printed, web
and personal communications outlined
IFMA w/o 1/06 w/o 1/06
Draft creative brief for overall conference IFMA w/o 3/9 w/o 4/13
Save the date announcement postcard or email IFMA w/o 4/20 w/o
Synchronize with content development IFMA Ongoing
Monitor and report status of communications plan and registrations IFMA w/o 6/22 w/o
Self mailer w/conference highlights IFMA w/o 7/6 w/o
Committee member outreach to those not registered Committee w/o 6/1 w/o
Determine sponsorship opportunities IFMA w/o 5/4 w/o
Sponsorship one pager for limited distribution IFMA w/o 6/1 w/o
Finalize sponsors IFMA w/o 6/29 w/o
Strategy: Build and execute integrated marketing plan. Focus on content and speakers