1. ______________________IFMA Strategic Initiatives
Presidents Conference
Objective:
Create a conference that provides Senior Leaders/Management relevant and
actionable strategies in a connectivity forum with senior distributor and
operator personnel to build business.
Positioning Statement:
For members Presidents/Senior Leadership wanting critical
market insight and top-to-top interaction with senior foodservice
channel partners, the “by-invitation” Presidents Conference provides
them with relevant, actionable and strategic information in a unique
top-to-top, open learning environment.
(target)
(need)
(point of differentiation)

2. ______________________IFMA Strategic Initiatives
Presidents Conference
Goals:
Attendance Revenue $ 676M
Sponsorship Revenue $ 440M
Distributor Attendance (+TBD)
Operator Attendance (+TBD)
 Broker (+TBD)
 Total Attendance (+TBD)
Strategies:
Be the foodservice industries premier strategic learning forum
Provide unique-to-foodservice insights and best practices vs. “off-the-shelf”
Create a uniquely intimate, collaborative environment for top-to-top interaction
Build off 2012 focus on insights into channel partner relationships by delivering best
practices on various types
Build off IFMA’s Foodservice 2020 initiative, incorporating BOD strategic planning
initiative occurring March-July
In addition to being the forum “Where Leaders Meet,” attract future leaders

3. ______________________IFMA Strategic Initiatives
Presidents Conference
Committee Members:
Jim Clough Schwan's Chair
Joe Bybel McCain Vice Chair
Kristin Bird Hillshire Brands
Beau Bronsky Ultra Thin
Mike Cannon Surlean Foods
Peter Cokinos Grecian Delight
Kevin Delahunt Sargento
Bob Elliot Nestle Professional
Larry Gertsakis Nestle Professional
Dave Hood The Cakerie
Brian Huff Kellogg’s
Lisa Kermizis-Abraham Bigelow
Kenya Klabzuba Par-Way Tryson
Bryan Koster Barilla America, Inc.
Tim Levenda PACTIV, LLC
Herb Ring Hershey
Gary Schachter Bay Valley Foods
Kathleen Schartner National Beverage.
Matt Schiering Sani Professional
Tom Schuneman Michael Foods, Inc
Jim Schywstell Pinnacle Foods Group
Jon Shafer Paramount Farms
David Stoneburner Ruiz Foods
Barbara Powell Azar Nut
Mike Villano Basic American Foods
Dave Whittier Kemps
IFDA Member TBD
John Lehmann IFMA Liaison

4. ______________________IFMA Strategic Initiatives
Presidents Conference
Action Plan
Establish Committee
Who When Done
Select Chair and Vice Chair IFMA w/o 1/1 w/o 1/1
Identify prospective committee members IFMA w/o 1/28 w/o 2/1
Review prospective committee members and preliminary deck with Chair &
Vice Chair
IFMA w/o 1/28 w/o 2/1
Internal review for strategic alignment IFMA w/o 2/4 w/o 2/4
Chair invites prospective committee members (as they agree let them know
when first conference call is)
JC w/o 2/4 w/o 2/4
Finalize committee JC w/o 2/11 w/o 2/18
Coordinate first committee meeting and send out preliminary deck (preread) JC w/o 2/18 w/o 2/11
Hold first committee meeting review deck, set subcommittees and calls Committee w/o 2/25 w/o 2/18

5. ______________________IFMA Strategic Initiatives
Presidents Conference
Develop Theme Content
Who When Done
Ideation session (first conference call) Committee w/o 2/25 w/o 2/18
Evaluation, selection and preliminary draft
Committee
w/o 4/15 w/o 3/18
Action Plan (cont.)
Build Out Content
Who When Done
Identify speakers, panelists and moderators Committee w/o 4/15 w/o
Create agenda from base content Committee w/o 5/13 w/o
Specify room setup, F&B and AV requirements Committee w/o 8/1 w/o

6. ______________________IFMA Strategic Initiatives
Presidents Conference
Finalize Content
Who When Done
Secure speakers, panelists and moderators Committee w/o 4/29
Develop flow document IFMA w/o 8/1
Set and execute prep schedule for speakers, panelists and moderators IFMA w/o 10/1
Secure PPT’s, videos, etc. IFMA w/o 10/1
Conduct rehearsals IFMA 11-3/4
Action Plan (cont.)

7. ______________________IFMA Strategic Initiatives
Presidents Conference
Achieve Attendance
Who When Done
Develop Communication plan, including all electronic, printed , web and
personal communications outlined
IFMA w/o 2/15 w/o 2/15
Draft creative brief for overall conference IFMA w/o 4/1 w/o 4/1
Save the date email-Target All IFMA w/o 4/15 w/o
Website update including call for nominations IFMA w/o 4/18 w/o 4/18
Define targets Committee w/o 5/13 w/o
Synchronize with content development IFMA Ongoing
Monitor and report status of communications plan and registrations IFMA Ongoing
Self Mailer w/conference highlights/ Registration Opens IFMA w/o 6/15 w/o
Second Mailer-Target All IFMA w/o 7/8
Member out-reach IFMA w/o 7/22
Follow-up calls by committee to operators that received invitations Committee w/o 8/12
Committee calls to members Committee w/o 8/12
Mail Program Brochure IFMA w/o 8/19
Drive Registrations through IFMA emails & social media IFMA w/o 9/9
Action Plan (cont.)

8. ______________________IFMA Strategic Initiatives
Presidents Conference
Achieve Sponsorships
Who When Done
Determine Sponsorship opportunities TD,JL w/o 5/6 w/o 5/6
Communicate opportunities for FROR for last year’s Sponsors TD, CL w/o 5/13 w/o 5/13
Sponsorship Sell Sheet sent out TD, FM w/o 5/27 w/o
Submit final draft to Marketing and Event Management TD w/o 8/24 w/o
Evaluate Performance
Who When Done
Prepare Post Conference Surveys JL w/o 8/30
Prepare conference survey results JL w/o
11/12
Committee evaluation (Post conference call) Committee w/o
11/19
Action Plan (cont.)

9. ______________________IFMA Strategic Initiatives
Presidents Conference
Sales Communication Plan
Who When Done
Include Sponsorship Brochure in Board of Directors Meeting Book (July
Mtg)
TD, JJ w/o 6/? w/o
Prepare conference survey results JL w/o
11/12
Committee evaluation (Post conference call) Committee w/o
11/19
Sales Communication Plan

10. ______________________IFMA Strategic Initiatives
Presidents Conference
Sales Communication Plan
Who When Done
Include Sponsorship Brochure in Board of Directors Meeting Book (July
Mtg)
TD, JJ w/o 6/? w/o
Prepare conference survey results JL w/o
11/12
Committee evaluation (Post conference call) Committee w/o
11/19
Sales Communication Plan