The document outlines the strategic plan and tactics for COEX 2015, an IFMA conference. The plan aims to increase attendance revenue and sponsorship revenue through establishing a committee to provide direction, building on past programs and industry initiatives, developing an integrated marketing plan, linking to other IFMA forums, and assessing results to improve future conferences. Key strategies include setting the agenda to showcase progress on industry initiatives, an targeted communications to operators and members.

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

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. IFMA 2020 Strategic Imperatives
Enhance Value of Consumer Foodservice Choice
Consumers
Operators
Members
Focus
Supporting Initiatives

Create New Consumer-Driven View of Foodservice Landscape

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
-Operator Forums -Strategic Issues Series -Small/Mid Size Business -Washington Insights -Website
-Consumer Planning Program -Operator Collaboration Model -Foodservice Category management -Foodservice Navigator -Performance Benchmarking -GS-1
-Foodservice Landscape -Foodservice Insights Library
-Industry Adoption Plan

Champion Industry-Wide Effort to Improve Consumer Choice

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
Performance Benchmarking C – B. Shanley VC - TBD
Small/Midsize Business C - M. Cannon VC - B. McClellan
FSnavigator C - D. Davis VC - R. Kirkpatrick
FS New View of Industry C - D. Allison VC - R. Hepponstall
Category Management C – R. Ferranti VC – J. Byble
GS1 C - B. Shanley VC - L. Oberkfell
Center of Innovation Excellence C - TBD VC - TBD
SCORE C - L. Kimura
Educational Foundation C – K. Schartner VC - J. Flood
Operator Collaboration Model C - K. Delahunt VC - D. Davis
Gold & Silver Plate C - F. Graves VC – R. Hepponstall
Presidents Conference C – J. Bybel VC – P. Miele
COEX C - M. Cannon VC - D. Rizley
Operator Forums C - K. Schartner VC – TBD
Marketing & Sales Leaders Forum C - TBD VC – P. Gere
Strategic Issues Series C - J. Green
Foodservice Fundamentals 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. 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

7. 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 American Blue Ribbon H. Shawn Taher Taher Company Scott Taylor Walk-On’s Enterprises Patrick Walls Capriotti's Sandwich Shop John Lehmann IFMA Liaison
Operator Committee Members
COEX

8. Mike Cannon Surlean Chair David Rizley SCA Tissue Vice Chair Laura Chute Custom Culinary Inc. Linda Digalbo Unilever Foodsolutions Diana Duddy Sweet Street Desserts 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 Stores
Brad Kirk Lyons Magnus Kevin Kuhn Southeastern Mills, Inc. Stephanie Lind Kerry Ingredients and Flavours Jeff Pierce Kagome Michael Rosser Dole Mike Rutt North Dakota Pasta Growers Fran Schefer Georgia Pacific Mike Sokol Sargento Mark Taylor Fischer Paper Products John Lehmann IFMA Liaison
COEX
IFMA Committee Members

9. 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

10. 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 7/1
Chair invites prospective committee members
MS
w/o 6/16
w/o 6/16
Finalize committee
MS
w/o 6/23
w/o 6/23
Coordinate first committee meeting and send out preliminary deck (preread)
MS
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

11. 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 7/28
w/o 7/28
Draft agenda
Committee
w/o 8/18
w/o 9/15
Identify speakers, panelists and moderators
Committee
w/o 8/25
w/o 9/29
Create agenda from base content
Committee
w/o 9/8
w/o 9/29
Develop flow document
Committee
w/o10/6
w/o10/13
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

12. 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 7/7
Draft creative brief for overall conference w/agency
IFMA
w/o 9/15
w/o 9/15
Synchronize with content development
IFMA
Ongoing
Ongoing
Save the date email-Target All
IFMA
w/o 9/15
w/o10/20
Website update including call for nominations
IFMA
w/o 8/18
w/o 8/18
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
Ongoing
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

13. Strategy: Build and execute integrated marketing plan-Sponsorships
Who
When
Done
Determine Sponsorship opportunities
TD,JL
w/o 9/15
w/o 10/6
Communicate opportunities for FROR for last year’s Sponsors
TD, CL
w/o 9/22
w/o 11/3
Sponsorship Sell Sheet sent out
TD, FM
w/o 9/22
w/o 11/3
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

14. Tactics
Strategy: Assess results
Who
When
Done
Complete post conference survey
JL/TS
w/o 1/13
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