1. ______________________IFMA Strategic Initiatives
1
______________________IFMA Strategic Initiatives
Objective:
Carry on the growth of the COEX brand through continued
improvement of content that is both relevant and
actionable…“By Operators for Operators”
Drive operator attendance
Positioning Statement:
For chain operators, seeking business building insights and
personal connections with leading manufacturers, COEX is the
highest value forum in the industry
COEX
(target) (need)
(point of differentiation)

2. ______________________IFMA Strategic Initiatives
COEX
Goals:
Attendance Revenue $ TBD
Sponsorship Revenue $ TBD
Operating Margin $ TBD
Operator Attendance TBD
Strategies:
 Build off 2013 program/content:
For operators, be the premier source for Insights and Best
Practices
 Create more connectivity opportunities for members
 Increase operator involvement/number of operators on committee
 Increase member understanding of value of nominations
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7/9/2013

3. ______________________IFMA Strategic Initiatives
COEX
______________________IFMA Strategic Initiatives
COEX
Committee Members:
Malcolm Simmonds J.R. Simplot Co Chair
John Hans Heinz Vice Chair
Rodney Biggs Horizon Food Group
Dave Booher Dow Agro Sciences
Laura Chute Custom Culinary Inc.
Linda DiGalbo Unilever
Diana Duddy Sweet Street Desserts
Anthony Ferris Kerry Ingredients & Flavours
Jon Holt Neil Jones Food Company
Karl Kaufman Jennie- O Turkey Store
Brad Kirk Lyons Magnus
Kevin Kuhn Southeastern Mills, Inc.
Michael Rosser Dole
Forrest Senter Whole Harvest Foods
Mike Sokol Sargento
Greg Stiff The J.M. Smucker Company
Jared Umsted Kerry Ingredients and Flavours
John Lehmann IFMA Liaison

4. ______________________IFMA Strategic Initiatives
COEX
______________________IFMA Strategic Initiatives
COEX
Operator Committee Members:
Mark Avery Applebee’s
Donette Beattie Culvers Franchising System Inc.
Kevin Bechtel Shari's
Steve Brooks Tumbleweed Grill
Lane Cardwell Ruby Tuesday
Kasey Christensen Arctic Circle Restaurants Inc.
Phil Costner Mimi’s Cafe
John Fitchett Zinga Frozen Yogurt
Pete Fowler Zinga Frozen Yogurt
Stan Frankenthaler Dunkin Donuts
Phil Friedman Salsarita
Stephanie Gamble Zaxby's Franchising, Inc.
Steven Grover The Steak 'n Shake Company
Terry Hamblen Bennigans
Jeffery Jablow Cheeburger Cheeburger
Barbara Kaiwi Hard Rock International
Cathy Kinzer Olga's Kitchen
Kerry Kramp Sizzler USA Inc.
Don Laskey Which Wich Superior Sandwiches
Richard Pineda El Pollo Loco
Matthew Riddleberger Firehouse of America, LLC
Matthew Runkle Bojangles' Restaurants
Rachel Rushing Dave & Buster's
Mike Salem Del Taco LLC
Jose Sio Margaritaville Management Group
Shawn Taher Taher, Inc.
Scott Taylor Last In Concepts
Shelly Thobe Wendy's
Patrick Walls Capriotti's Sandwich Shop, Inc.
Lynne Wildman Logan's Roadhouse
John Lehmann IFMA Liaison

5. ______________________IFMA Strategic Initiatives
COEX
Establish Committee
Who When Done
Select Chair and Vice Chair IFMA w/o 4/2 w/o 4/2
Internal review for strategic alignment IFMA w/o 7/30 w/o 7/30
Identify prospective committee members IFMA w/o 5/20 w/o 5/20
Review prospective committee members and preliminary deck with Chair IFMA w/o 6/3 w/o 6/3
Chair invites prospective committee members MS w/o 6/3 w/o 6/3
Finalize committee MS w/o 6/24 w/o
Coordinate first committee meeting and send out preliminary deck (preread) MS w/o 6/24 w/o
Hold first committee meeting Review deck, set subcommittees and calls IFMA
Members
w/o 7/8 w/o
Action Plan (cont.)

6. ______________________IFMA Strategic Initiatives
COEX
Develop Theme Content
Who When Done
Ideation session Committee w/o 7/30 w/o
Evaluation, selection and preliminary draft Committee w/o 8/15
67/9/2013
Action Plan (cont.)
Build Out Content
Who When
Create agenda from base content Committee w/o 8/26
Identify speakers, panelists and moderators Committee w/o 9/10
Specify room setup, F&B and AV requirements Committee w/o 10/1

7. ______________________IFMA Strategic Initiatives
COEX
Finalize Content
Who When Done
Secure speakers, panelists and moderators IFMA w/o 9/10
Develop flow document IFMA w/o 10/15
Set and execute prep schedule for speakers, panelists and moderators IFMA w/o 1/9
Secure PPT’s, videos, etc. IFMA w/o 1/30
Conduct rehearsals IFMA 3/4-5
Action Plan (cont.)

8. ______________________IFMA Strategic Initiatives
COEX
Achieve Attendance
Who When Done
Preliminary Communication plan, including all electronic, printed , web
and personal communications outlined
IFMA w/o 7/8 6/24
Define targets Committee w/o
Draft creative brief for overall conference IFMA w/o 8/20
Save the date announcement IFMA w/o 8/19
Finalize Communication plan IFMA w/o 9/30
Call for Registration Email IFMA w/o 11/7
Online ads (TBD) IFMA w/o 1/6
Mailed Brochure IFMA w/o 1/6
Member outreach IFMA w/o 1/6
Synchronize with content development IFMA Ongoing
Monitor and report status of communications plan and registrations IFMA Ongoing
Committee calls to members Committee w/o 10/3
Regular Email reminders to registrants IFMA w/o 12/5
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7/9/2013
Action Plan (cont.)

9. ______________________IFMA Strategic Initiatives
COEX
Achieve Sponsorships
Who When Done
Determine Sponsorship opportunities TD,JL w/o 8/19
Communicate opportunities for FROR for last year’s Sponsors TD, CL w/o 9/9
Sponsorship Materials sent out to full membership TD, FM w/o 9/16
Evaluate Performance
Who When Done
Prepare post-conference Surveys JL,TS w/o
12/12
Prepare conference survey results JL,TS w/o 3/11
Committee evaluation (Post conference call) Committee w/o 3/11
Action Plan (cont.)

10. ______________________IFMA Strategic Initiatives
COEX
*Does not include G&A Overheads
10
7/9/2013
2013 Actual 2014 Budget 2014 Actual
Revenue $ 980 $TBD
Sponsorships $417 $ TBD
Attendance $563 $ TBD
Direct
Expenses
$ 411 $ TBD
Operating
Margin*
$ 569 $ TBD
Financials ($000)