This document outlines the plans for the 2014 Presidents Conference organized by the International Foodservice Manufacturers Association (IFMA). The conference will be chaired by Joe Bybel and Perry Miele and aims to provide senior foodservice industry leaders with relevant strategies and opportunities to connect with operators and distributors. Key strategies include building upon the 2013 program, linking the conference to other IFMA connectivity forums, developing an integrated marketing plan, and assessing results to inform the 2015 conference.

1. Presidents Conference
2014
Chair: Joe Bybel
Vice Chair: Perry Miele

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 – TBD
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:
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

7. Goals:
•
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
Presidents Conference

8. 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 SCA Tissue
Michael Rutt Dakota Growers Pasta
Kathleen Schartner Farmer Brothers
Jim Schywstell Pinnacle Foods Group
Malcolm Simmonds Simplot
David Stoneburner Ruiz Foods
Mike Villano Basic American Foods
Bill Day (IFDA Co-chair) Sysco
John Lehmann IFMA Liaison
Presidents Conference

9. 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 Chair
IFMA
w/o 2/10
w/o 3/17
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 2/24
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
Tactics
Presidents Conference

10. 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
w/o 9/29
Finalize agenda
IFMA
w/o 9/29
w/o 9/29
Set and execute prep schedule for speakers, panelists and moderators
IFMA
w/o 9/29
w/o 9/29
Secure PPT’s, videos, etc.
IFMA
w/o 9/29
w/o 9/29
Finalize Scripts
IFMA
w/o 9/29
Conduct rehearsals
IFMA
11-3/4
Tactics
Presidents Conference

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
w/o 9/22
IFMA & Committee calls to members
IFMA & Committee
w/o 8/12
w/o 8/12
Presidents Conference

12. 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
Presidents Conference
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

13. Tactics
Strategy: Assess results
Who
When
Done
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
Presidents Conference