2015 Presidents Conference Committee Plan

1. Presidents Conference
2015
Chair: Perry Miele
Vice Chair: Simon Marshall

2. “Providing our Member Community
and industry partners the opportunity
to enhance the consumer’s enjoyment
of the foodservice choice”
IFMA Vision

3. “Enabling our Member Community to
focus on critical issues affecting their
businesses and the industry”
IFMA Mission

4. ConsumersConsumersConsumersConsumers
OperatorsOperatorsOperatorsOperators
Enable Members & IndustryEnable Members & IndustryEnable Members & IndustryEnable Members & Industry
IFMA 2020 Strategic Plan
Enhance Value of
Foodservice Choice
New, Deep Understanding of
Consumer: Occasions & Eater Types
Co-create Value with
Operators:
Route to Consumers
Develop New
Insights & Best Practices
Supporting Co-creation
Champion
nsights &
Best
Practices

5. IFMA 2020 Strategic Imperatives
Enhance
Value
of Consumer
Foodservice Choice
Consumers
Operators
Members
Focus Supporting Initiatives
 Create New Consumer-Driven View of Foodservice
 Create Actionable Insights & Best Practices
Co-Create Value
with Operators Through
Demand-Creation
and Supply-Chain
Improvement Efforts
Enable Members to Excel
Given the New Basis of Competition
 Drive Learnings through Connectivity Forums
-Presidents
Conference
-COEX
-Marketing & Sales
Leaders Forum
-Gold & Silver Plate
- Fundamentals
-Strategic Issues
Series
-Operator Forums
-Small/Mid Size
Business
-Website
-Foodservice Landscape
-Foodservice Insights
Library
-Consumer Planning
Program
-Washington Insights
-SCORE
-Center of Excellence
-GS1
-28 Occasions
-4 Eater Types
Operator Collaboration-
Chains
-Collaboration Model
-Activation Support
Operator Collaboration-
Ind.
-Foodservice Category
Mgt.
-Digital Marketplace
Educational Foundation
-Scholarships
-GSP Society

6. 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 – P. Gere VC – D. Rizley
Foodservice Fundamentals
C – J. Flood VC – E. Hetrick
Small/Midsize Business
C – B. McClellan VC – K. Schartner
Category Management
C – B. Shanley VC – K. Jackson
GS1
C – L. Oberkfell
SCORE
C – R. Ferranti
Educational Foundation
C – K. Schartner VC – J. Flood
Operator Collaboration Model
C – J. Bybel VC – B. McClellan
Gold & Silver Plate
C – R. Hepponstall VC – B. Sherwood
Presidents Conference
C – P. Miele VC – S. Marshall
COEX
C – M. Cannon VC – D. Rizley
Navy Forum
C – F. Graves VC- J. Halpern
Marketing & Sales Leaders Forum
C – P. Gere VC – K. Schartner
Center of Excellence
C – R. Ferranti VC – J. Bybel
Centers of Excellence
2015 COMMITTEE LEADERSHIP
Washington Insights
C – N. Laackman VC – V. Mulder
Membership
C – B. McClellan
C – M. Simmonds
BOARD
LEADERSHIP
Audit
C – K. Delahunt
VC – D. Davis
Compensation
C – R. Ferranti
VC – J. Bybel
Awards
C – J. Bybel
VC – K. Delahunt
Strategic Plan
C – R. Ferranti
Governance
C – R. Ferranti
VC – J. Bybel
Digital Marketplace
C – R. Hepponstall VC – J. Flood
Strategic Issues Series
C – M. Schwartz VC – R. Kirkpatrick

7. ommittee Members:
rry Miele C Nestle Professional NA
mon Marshall VC Unilever Food Solutions
stin Bird Tyson
anna Brady Hormel Foodsales
ke Cannon Surlean Foods
ter Cokinos Grecian Delight
an D'Amico CSM Bakery Solutions
vin Delahunt Sargento
rc Desmarais Idahoan
m Bell Wayne Farms
b Elliot Nestle
h Fischer Fischer Paper Products
rry Gertsakis Nestle Professional
Lisa Kermizis-Abraham Bigelow Tea/IMS
Kenya Klabzuba Par-Way Tryson
Bill McCullough Ventura Foods
Sandy Romoser PepsiCo Foodservice
Herb Ring Hershey
David Rizley SCA Tissue
Michael Rutt Dakota Growers Pasta Co.
Kathleen Schartner Farmer Brothers
Jim Schywstell Pinnacle Foods Group
Malcolm Simmonds JR Simplot
David Stoneburner Ruiz Foods
Mike Villano Basic American Foods
IFDA Member TBD
John Lehmann IFMA Liaison
Presidents Conference

8. General Committee Responsibilities
•Refine “Objective,” “Positioning Statement,” Strategies,”
“Goals” and “Tactics”
•Commit to “Financial Goals”
•Gain agreement with Executive Committee
•Support execution
•Make “best efforts” to attend all committee meetings/calls. If
unable, inform committee chair
•Attend events and participate in program
•Keep best interests of Membership in mind
•Conduct post analysis and provide recommendations for
improvement

9. Presidents Conference
Context:
•Started as IFMA’s Annual Meeting in 1952
•61 years old
•Has become “THE”Top-to-Top Meeting for Foodservice Leaders
•Delivery vehicle for ground breaking insights and best practices
•Should be a part of Members annual plans
• In 2008 began conference partnership with IFDA and Distributor
awards
•In 2013 began “State of Industry” report.
•Operator focus becoming more important
•Evaluating relationship with NRA

10. 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)
Presidents Conference

11. Goals:
•Attendance Revenue: $ 695M
•Sponsorship Revenue: $ 540M
•Distributor Attendance: TBD
•Operator Attendance: TBD
• Broker Attendance: TBD
•Total Paid Attendance: TBD
Strategies:
•Establish committee to set direction and support execution. Link IFMA’s internal processes
and resources.
•Build and execute integrated marketing plan. Focus on content and speakers
•Link to OCM, FCM, CPP, FS 2020, Connectivity forums
Presidents Conference

12. Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal
processes and resources
Tactics
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 1/27
Review prospective committee members and preliminary deck with Chair & Vice
Chair
IFMA w/o 2/10 w/o 2/10
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
first conference call is)
JL w/o 2/4 w/o 2/4
Finalize committee JL w/o 2/11 w/o 2/11
Coordinate first committee meeting JL w/o 2/18 w/o 2/18
Presidents Conference

13. Tactics
Who When Done
Ideation session-Key Issues & Opportunities (First Committee call) Committee w/o 3/9 w/o
Draft agenda review with committee Committee w/o 3/23 w/o
Identify speakers, panelists and moderators Committee April CC w/o
Create agenda from base content Committee w/o 4/13 w/o
All registration materials due to Eric (Agenda, summary page, hotel, activities
info)
JL/CC
5-5 w/o
Registration Open CC/ED/JL 6-4
Sponsorship update to Committee CL June CC
Develop flow document JL w/o 7/14 w/o
Speaker presentation outlines due JL 7/13
All Sponsorship Material Due CL 8-3
First drafts of presentations due JL w/o 8/3 w/o
Presidents Conference
Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal
processes and resources

14. Tactics Who When Done
Finalize agenda IFMA w/o 8/17 w/o
Hotel and activities report-out/update CL Aug CC
Set and execute prep schedule for speakers, panelists and moderators IFMA w/o 9/29 w/o
Final PPT’s, videos, etc. due IFMA w/o 9/29 w/o
Finalize Scripts IFMA w/o 9/29 w/o
Conduct rehearsals IFMA 11-3/4
Complete post conference survey JL/TS w/o 10/6 w/o
Prepare conference survey results
Committee
w/o
11/17
w/o
Committee evaluation (Post conference call) & 2015 recommendations
Committee
w/o
11/17
w/o
IFMA internal review
IFMA
w/o
11/17
w/o
Presidents Conference
Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal
processes and resources

15. Tactics
Who When Done
Develop Communication plan, including all electronic, printed , web and personal
communications outlined
IFMA w/o
12/13
w/o
12/13
Soft communications plan begins PS, MK w/o 3/2
Draft creative brief for overall conference w/agency PS/JL w/o 4/1 w/o
Soft communications plan begins PS, MK w/o 3/2
Save the date email-Target All IFMA w/o 4/13 w/o
Website update including call for nominations IFMA w/o 4/13 w/o
Determine Sponsorship opportunities/create brochure TD,PS w/o 5/5 w/o
Communicate opportunities for FROR for last year’s Sponsors TD, CL w/o 5/19 w/o
Registration Opens IFMA June 4 w/o
Email w/conference highlights/social media IFMA w/o 6/4 w/o
Monitor and report status of communications plan and registrations PS June CC
Call for registration/distributor nominations-link to website PS/MK w/o 6/29
Presidents Conference
Strategy: Build and execute integrated marketing plan. Focus on content and speakers.

16. Tactics
Who When Done
Communicate opportunities for FROR for last year’s Sponsors TD, CL w/o 5/19 w/o
Sponsorship Sell Sheet sent out TD, FM w/o 5/26 w/o
Sponsorship opportunity report out TD, May CC w/o
Advocate emails PS/MK w/o 7/27
Digital ads begin/ Print ad drops/CTA mailer PS/FM w/o 8/3
IFMA & Committee calls to members IFMA &
Committee
w/o 8/12 w/o
Submit Final List to Marketing and Event Management TD w/o 8/22 w/o
Conference highlight Mailer IFMA w/o 9/22 w/o
Follow-up calls by committee to operators that received invitations Committee w/o 9/29 w/o
Strategy: Build and execute integrated marketing plan. Focus on content and speakers
Presidents Conference

17. Tactics
For additional plans Who When Done
Tactics
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
Strategy: Build and execute integrated marketing plan. Focus on content and speakers
Presidents Conference
Strategy: Link to OCM, FCM, CPP, FS 2020 and Connectivity Forums