2. IFMA Vision
“Providing our Member Community
and industry partners the
opportunity to enhance the
consumer’s enjoyment of the
foodservice choice”
3. IFMA Mission
“Enabling our Member Community to
focus on critical issues affecting their
businesses and the industry”
4. IFMA 2020 Strategic Imperatives
Enhance
Value
of Consumer
Foodservice Choice
Consumers
Operators
Members
Focus Supporting Initiatives
Create New Consumer-Driven View of Foodservice Landscape
‐Foodservice Landscape
‐Foodservice Insights Library
Champion Industry-Wide Effort to Improve Consumer Choice
Co-Create Value Create Actionable Insights & Best Practices
with Operators Through
Demand-Creation
and Supply-Chain
Improvement Efforts
Enable Members to Excel
Given the New Basis of Competition
‐Consumer Planning Program
‐Operator Collaboration Model
‐Foodservice Category management
‐Foodservice Navigator
‐Performance Benchmarking
‐GS‐1
Drive Learnings through Connectivity Forums
‐Presidents Conference
‐COEX
‐Marketing & Sales
Leaders Forum
‐Gold & Silver Plate
‐ Fundamentals
‐Operator Forums
‐Strategic Issues Series
‐Small/Mid Size Business
‐Washington Insights
‐Website
‐Industry Adoption Plan
5. 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 - S. Marshall VC – P. Gere
FSnavigator
C - D. Davis VC - R. Kirkpatrick
FS New View of Industry
C - D. Allison VC - R. Hepponstall
Performance Benchmarking
C – B. Shanley VC - TBD
Small/Midsize Business
C - M. Cannon VC - B. McClellan
Category Management
C – R. Ferranti VC – TBD
Center of Innovation Excellence
C - TBD VC - TBD
Educational Foundation
C – K. Schartner VC - J. Flood
GS1
C - B. Shanley VC - L. Oberkfell
Operator Collaboration Model
C - K. Delahunt VC - D. Davis
SCORE
C - L. Kimura
COEX
C - M. Cannon VC - D. Rizley
Foodservice Fundamentals
C – J. Green
Gold & Silver Plate
C - F. Graves VC – R. Hepponstall
Marketing & Sales Leaders Forum
C - TBD VC – P. Gere
Operator Forums
C - K. Schartner VC – TBD
Presidents Conference
C – J. Bybel VC – P. Miele
Strategic Issues Series
C - J. Green
Centers of Excellence
2014 COMMITTEE LEADERSHIP
Washington Insights
C - B. McClellan VC – TBD
Membership
C – TBD
VC – TBD
BOARD
LEADERSHIP
Audit
C – B. Shanley
VC – K. Delahunt
Compensation
C – L. Kimura
VC – R. Ferranti
Awards
C – R. Ferranti
VC – TBD
Strategic Plan
C – L. Kimura
Governance
C – L. Kimura
VC – R. Ferranti
6. 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
(target)
market insight and top-to-top interaction with senior foodservice
(need)
channel partners, the “by-invitation” Presidents Conference provides
them with relevant, actionable and strategic information in a unique
top-to-top, open learning environment.
(point of differentiation)
7. Goals:
Presidents Conference
• Attendance Revenue: $ +7%
• Sponsorship Revenue: $ +1%
• Distributor Attendance: +5%
• Operator Attendance: 100
• Broker Attendance: +5%
• Total Paid Attendance: +6%
Strategies:
• Establish committee to set direction and support execution
• Build off 2013 program and “Foodservice 2020 Strategic Imperatives.” Evidence progress on
industry-wide initiatives
• Build and execute integrated marketing plan
• Link to OCM/FCM, CPP, FSN, New View and all IFMA Connectivity forums
• Assess results. Provide recommendation for 2015 program
8. Presidents Conference
Committee Members:
Joe Bybel Ventura Foods Chair
Perry Miele Nestle Vice Chair
Jennifer Bestafka Keurig Green Mountain
Deanna Brady Hormel
Mike Cannon Surlean Foods
Peter Cokinos Grecian Delight
Kevin Delahunt Sargento
Marc Desmarais Idahoan
Bob Elliot Nestle Professional
John Flood Wayne Farms
Larry Gertsakis Nestle Professional
Lisa Kermizis-Abraham Bigelow Tea
Kenya Klabzuba Par-Way Tryson
Bill McCullough Ventura
Barbara Powell Azar Nut
Herb Ring Hershey
David Rizley SCATissue
Michael Rutt Dakota Growers Pasta
Kathleen Schartner Farmer Brothers
Jim Schywstell Pinnacle Foods Group
Malcolm Simmonds Simplot
David StoneburnerRuiz Foods
Mike Villano Basic American Foods
Bill Day (IFDA Co-chair) Sysco
John Lehmann IFMA Liaison
9. Tactics
Presidents Conference
Strategy: Establish committee to set direction and support execution
Who When Done
Select Chair and Vice Chair IFMA w/o 1/6 w/o 2/1
Identify prospective committee members IFMA w/o 1/27 w/o 2/10
Review prospective committee members and preliminary deck with Chair & Vice
IFMA w/o 2/10 w/o 3/17
Chair
Internal review for strategic alignment IFMA w/o 2/3 w/o 2/3
Chair invites prospective committee members (as they agree let them know when
JL w/o 2/4 w/o 2/4
first conference call is)
Finalize committee JL w/o 2/11 w/o 2/24
Coordinate first committee meeting and send out preliminary deck (preread) JL w/o 2/18 w/o 2/11
Hold first committee meetings to review and finalize deck, and set calls Committee w/o 2/25 w/o 3/27
10. Tactics Presidents Conference
Strategy: Build off 2013 program and “Foodservice 2020 imperatives.” Evidence progress on industry-wide
initiatives
Who When Done
Ideation session-Key Issues & Opportunities Committee w/o 2/25 w/o 3/28
Draft agenda
Committee
w/o 4/15 w/o 3/18
Identify speakers, panelists and moderators Committee w/o 5/5 w/o 9/8
Create agenda from base content Committee w/o 5/12 w/o 6/9
Develop flow document Committee w/o 7/14 w/o 8/4
Specify room setup, F&B and AV requirements Committee w/o 9/29
Finalize agenda IFMA w/o 9/29
Set and execute prep schedule for speakers, panelists and moderators IFMA w/o 9/29
Secure PPT’s, videos, etc. IFMA w/o 9/29
Finalize Scripts IFMA w/o 9/29
Conduct rehearsals IFMA 11-3/4
11. Tactics
Strategy: Build and execute integrated marketing plan
Who When Done
Develop Communication plan, including all electronic, printed , web and personal
communications outlined
IFMA w/o 2/15 w/o 6/1
Draft creative brief for overall conference w/agency IFMA w/o 4/1 w/o 6/23
Synchronize with content development IFMA Ongoing Ongoing
Save the date email-Target All IFMA w/o 4/15 w/o 6/23
Website update including call for nominations IFMA w/o 4/18 w/o 6/23
Define targets Committee w/o 6/16 w/o 6/16
Email w/conference highlights/ Registration Opens IFMA w/o 6/16 w/o 6/23
Monitor and report status of communications plan and registrations IFMA Ongoing Ongoing
Conference highlight Mailer IFMA w/o 9/22 w/o 9/22
Follow-up calls by committee to operators that received invitations Committee w/o 9/29
IFMA & Committee calls to members IFMA &
Committee
w/o 8/12 w/o 8/12
Presidents Conference
12. Tactics
Presidents Conference
Strategy: Build and execute integrated marketing plan-Sponsorships
Who When Done
Determine Sponsorship opportunities TD,JL w/o 5/5 w/o 6/2
Communicate opportunities for FROR for last year’s Sponsors TD, CL w/o 5/19 w/o 6/9
Sponsorship Sell Sheet sent out TD, FM w/o 5/26 w/o 6/23
Submit Final List to Marketing and Event Management TD w/o 8/22 w/o 9/15
Tactics
Strategy: Link to OCM/FCM, CPP, FSN, New View and all IFMA Connectivity forums
Have member of PC committee make mention of conference on other calls Who When Done
Have member of other committees make mention on PC calls Ongoing Ongoing
IFMA make ‘call outs’ of ‘significant’ events on calls Ongoing Ongoing
IFMA include connectivity materials with meeting agenda/reminder Ongoing Ongoing
