The document summarizes plans for the 2015 COEX conference. It provides details on the conference chair and committee members, as well as goals and strategies to drive attendance and sponsorship revenue. Key strategies include establishing a committee to set direction, building on previous programs and industry initiatives, executing an integrated marketing plan, linking to other forums, and assessing post-conference results to provide recommendations.

1. COEX
2015
Chair: Mike Cannon
Vice Chair: David Rizley
7.9.14

2. 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
(target) (need)
(point of differentiation)
COEX

3. Nelson Griffin Red Lobster Co-Chair
Carl Howard Fazoli’s Co-Chair
Lynne Wildman Logan's Roadhouse Co-Chair
Charity Anderson Logan’s Roadhouse
Mark Avery Applebee's
Donette Beattie Culver’s
Steve Brooks Tumbleweed Grill
Keith Brunell Maggiano’s
Lane Cardwell Cardwell Hospitality
Kasey Christensen Arctic Circle Restaurants
Rich Dillon Dillon’s KC BBQ Restaurants
Glenn Douglas Noodles & Company
Dan Drummond Bar Louie
John Fitchett Zinga Frozen Yogurt
Phil Friedman Salsarita
Steven Grover The Steak 'n Shake
Susan Harrison Capriotti’s Sandwich Shop
Stephanie Hoppe Red Robin
John Inwright WQSCC
Jeffery Jablow Cheeburger Cheeburger
Barbara Kaiwi Hard Rock International
Brian Kolodziej Chic-fil-A
Kerry Kramp Sizzler USA Inc.
Don Laskey Which Wich
Kyle Lindelof Brinker International
Paul Mangiamele Bennigan’s
Matt Riddleberger Firehouse of America
Rachel Rushing Dave & Buster's
Tom Scalese East Coast Wings & Grill
Lon Southerland Marriott International
Shawn Taher Taher Inc.
Scott Taylor Last In Concepts
Patrick Walls Capriotti's Sandwich Shop
Operator Committee Members
COEX

4. Mike Cannon Surlean Chair
David Rizley SCA Tissue Vice Chair
Laura Chute Custom Culinary Inc.
Diana Duddy Sweet Street Desserts
Linda DiGalbo Unilever
Elisa Guisti Maple Leaf Frozen Bakery
Mike Hamblin Advantage Waypoint
Greg Hickey The Original Cakerie
Jon Holt Neil Jones Food Company
Karl Kaufman Jennie- O Turkey Store
Brad Kirk Lyons Magnus
Kevin Kuhn Southeastern Mills, Inc.
Stephanie Lind Kerry Ingredients and Flavours
Jeff PierceKagome
Michael Rosser Dole
Mike Rutt North Dakota Pasta Growers
Mike Sokol Sargento
Mark Taylor Fischer Paper Products
John Lehmann IFMA Liaison
COEX
IFMA Committee Members

5. Goals:
•Attendance Revenue: $ +%
•Sponsorship Revenue: $ +%
•Distributor Attendance: +%
•Operator Attendance: 100
• Broker Attendance: +%
•Total Paid Attendance: +%
Strategies:
•Establish committee to set direction and support execution
•Build off 2014 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 2016 program
COEX

6. Strategy: Establish committee to set direction and support execution
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 7/1 w/o 7/1
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
6/30
w/o
6/30
Chair invites prospective committee members MC w/o
6/16
w/o
6/16
Finalize committee JL w/o
6/23
w/o
6/23
Coordinate first committee meeting and send out preliminary deck
(preread)
JL w/o
6/23
w/o
6/23
Hold first committee meeting Review deck, set subcommittees and calls IFMA
Members
w/o
6/30
w/o
6/30
Tactics
COEX

7. Strategy: Build off 2013 program and “Foodservice 2020 imperatives.” Evidence progress on
industry-wide initiatives
Who When Done
Ideation session-Key Issues & Opportunities Committe
e
w/o 7/28 w/o
Draft agenda
Committe
e
w/o 8/18 w/o
Identify speakers, panelists and moderators Committee w/o 8/25 w/o
Create agenda from base content Committee w/o 9/8 w/o
Develop flow document Committee w/o10/6 w/o
Specify room setup, F&B and AV requirements Committee w/o 10/6 w/o
Finalize agenda IFMA w/o
10/27
Set and execute prep schedule for speakers, panelists and moderators IFMA w/o 1/12
Secure PPT’s, videos, etc. IFMA w/o 2/9
Finalize Scripts IFMA w/o 2/9
Conduct rehearsals IFMA 3- 1&2
Tactics
COEX

8. 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 7/7 w/o
Draft creative brief for overall conference w/agency IFMA w/o 8/18 w/o
Synchronize with content development IFMA Ongoing Ongoin
g
Save the date email-Target All IFMA w/o 8/18 w/o
Website update including call for nominations IFMA w/o 8/18 w/o
Define targets Committee w/o 11/17 w/o
Email w/conference highlights/ Registration Opens IFMA w/o 11/10 w/o
Monitor and report status of communications plan and registrations IFMA Ongoing w/o
Conference highlight Mailer IFMA w/o 11/10 w/o
Follow-up calls by committee to operators that received invitations Committee w/o 11/17 w/o
IFMA & Committee calls to members IFMA &
Committee
w/o 11/17 w/o
Program mailer IFMA w/o 12/8 w/o
COEX

9. Strategy: Build and execute integrated marketing plan-Sponsorships
Who When Done
Determine Sponsorship opportunities TD,JL w/o 8/19 w/o
Communicate opportunities for FROR for last year’s Sponsors TD, CL w/o 9/8 w/o
Sponsorship Sell Sheet sent out TD, FM w/o 9/15 w/o
Submit Final List to Marketing and Event Management TD w/o 12/8 w/o
Tactics
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 w/o
IFMA make ‘call outs’ of ‘significant’ events on calls Ongoing w/o
IFMA include connectivity materials with meeting agenda/reminder Ongoing w/o
Ongoing w/o
COEX

10. Tactics
Strategy: Assess results
Who When Done
Complete post conference survey JL,TS w/o
10/20
w/o
Prepare conference survey results Committee w/o
11/17
w/o
Committee evaluation (Post conference call) & 2015 recommendations Committee w/o 12/1 w/o
IFMA internal review IFMA w/o 12/1
COEX