The Gold & Silver Plate event recognizes outstanding foodservice operators through award nominations and a gala banquet. The event allows members to build relationships with segment operators. Goals for the event include generating $184M in attendance revenue, $221M in sponsorship revenue, breaking even on operating margin, and achieving 550 paid attendees. A committee oversees the event planning including finalizing the theme, agenda, and securing a master of ceremonies to achieve these financial and attendance goals.

1. ______________________IFMA Strategic Initiatives
Gold & Silver Plate
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.
Positioning Statement:
For Members wanting to build segment relationships and business, by
recognizing outstanding foodservice operators through the industry’s
premier awards program, Gold & Silver Plate is the premier Industry
recognition event than enables you to target and grow relationships.
(target) (need)
(point of differentiation)

2. Goals:
Attendance Revenue $184M
Sponsorship Revenue $221M
Operating Margin <Break Even>
Paid Attendance 550
Strategies:
 Build off 2012 improvements: pre and post events, MC, venue,
duration and agenda
 Continue to improve F&B and flow/AV
 Demonstrate value of nominations process and program to
segment strategies
 Focus on table sales
______________________IFMA Strategic Initiatives
Gold & Silver Plate

3. ______________________IFMA Strategic Initiatives
Gold & Silver Plate
Committee Members:
Marc Jennings Cargill Chair
Frank Graves Starbucks Vice Chair
Deanna Brady Hormel
John Blute Kraft
Greg Grout Thirs-Tea
Michael Hickey Ecolab
Brian Huff Kellogg's
Dick Hynes Hobart Corporation
Loren Kimura Basic American Foods
Kimberly A. Lehouiller Nestle
Professional
Bill McClellan Dawn Foods
Ben Shanley Coca-Cola
Kathleen Schartner Shasta Foodservice
Alfredo Ortiz CSM
Ken Smith Georgia Pacific
John Lehmann—IFMA Liaison

4. ______________________IFMA Strategic Initiatives
Gold & Silver Plate
Establish Committee and Recruit Members
Who When Done
Internal review for strategic alignment IFMA w/o 7/30 w/o 7/30
Select and secure Chair and Vice Chair IFMA w/o 7/30 w/o 7/30
Identify prospective new committee members. Tony supports. IFMA w/o 7/30 w/o 7/30
Review prospective committee members and preliminary deck with Chair IFMA/Chair w/o 8/13 w/o 8/13
Invite and secure prior and new committee members Chair w/o 2/11 w/o 2/11
Coordinate first committee meeting and send out preliminary deck (pre-
read) and agenda
IFMA w/o 3/18 w/o 3/18
Hold first committee meeting with Members, Review deck, and rough
timeline.
w/o 3/25 w/o 3/25
Action Plan (cont.)

5. ______________________IFMA Strategic Initiatives
Gold & Silver Plate
Develop Theme and Base Content
Who When Done
Ideation session IFMA/Committee
w/o 3/11 w/o 3/25
Draft to committee IFMA w/o 4/9 w/o 4/9
Evaluate and finalize Theme and Base Content IFMA w/o 4/9 w/o 4/9
Action Plan (cont.)

6. ______________________IFMA Strategic Initiatives
Gold & Silver Plate
Build Out Content
Who When Done
Identify Master of Ceremonies Committee w/o 11/1 w/o 11/1
Create draft agenda from base content IFMA w/o 3/25 w/o 3/25
Evaluate and finalize agenda Committee w/o 4/1 w/o 4/1
Specify room setup, F&B and AV requirements Committee w/o 4/15 w/o 4/15
Finalize Content
Who When Done
Secure Master of Ceremonies Committee w/o 12/1 w/o 12/1
Develop flow document IFMA w/o 4/15 w/o 4/1
Rough script sent to Master of Ceremonies IFMA w/o 4/29 w/o 4/8
Set and execute prep schedule Master of Ceremonies and others IFMA w/o 5/1 w/o
Secure Silver Plate Winner Videos IFMA w/o 5/10 w/o
Conduct rehearsals IFMA 5/20 w/o
Action Plan (cont.)

7. ______________________IFMA Strategic Initiatives
Gold & Silver Plate
Achieve Attendance
Who When Done
Define targets IFMA 12/9 12/9
Draft creative brief for overall conference IFMA w/o 1/3 w/o 1/3
Develop Communication plan, including all electronic, printed , web and
personal communications outlined
IFMA w/o 2/25 w/o 12/19
Member out reach IFMA w/o 3/25 w/o 3/25
Synchronize with content development IFMA Ongoing
Monitor and report status of communications plan and registrations IFMA Ongoing
Save the date announcement (Electronic) IFMA w/o 3/5 w/o 3/5
Mail Brochure to Members & Operators IFMA w/o TBD w/o
Follow-up calls by committee to operators that received invitations Committee w/o TBD w/o
Committee calls to members Committee w/o 4/8 w/o
Drive registration through IFMA emails and social media IFMA w/o 3/18 w/o 3/18
NRN ad IFMA TBD
Action Plan (cont.)

8. ______________________IFMA Strategic Initiatives
Gold & Silver Plate
Achieve Sponsorships
Who When Done
Determine Sponsorship opportunities TD,JL w/o 2/18 w/o 2/18
Communicate opportunities for FROR for last year’s Sponsors TD, CL w/o 2/25 w/o 2/25
Sponsorship Materials sent out TD, FM w/o 3/11 w/o 3/11
Post Conference
Who When Done
Survey participants immediately following conference JL,TS w/o 5/27 w/o
Review results internally and with committee JL,TS w/o 6/24 w/o
Thank you letter from Chairman of the Board to Chair, Vice Chair and
committee members
Committee w/o 5/27 w/o
Action Plan (cont.)

9. ______________________IFMA Strategic Initiatives
Gold & Silver Plate
2012 Actual 2013 Budget 2013 Actual
Revenue $323 $382 $TBD
Sponsorships $ 195 $ 221 $
Attendance $ 128 $ 184 $
Direct
Expenses
$410 $405 $TBD
Operating
Margin*
$ (87) $ 0 $TBD
Financials ($000):
*Does not include G&A Overheads