2. Overview
• Introduction: About The Butin Group
• Branding:
Our Expertise
How We Would Work Together
Q&A
• Public Relations:
Our Expertise
Taking WFF to the Next Level
Q&A
3. About The Butin Group
• We’re a full service marketing communications and PR
agency
• Specialties:
Food & Beverage
Travel & Leisure
Lifestyle & Consumer Brands
• Expertise:
Branding Strategy
Content Strategy
Interactive Media
Reputation and Perception Management
Influencer and Media Relations
Crisis Communications
4. A Distinguished Difference
What sets us apart?
100% female owned business
Proven foodservice expertise
Clear and measurable results
Reasonable rates
Limited partnerships
6. Your Team
Mary Butin Phil Tardif Jeff Ashby Mary Eva Tredway Catherine Denham
Katie Williamson Kari Nagel Patrick &
Steffi Berry
Leslie CrewsAmanda Fortune
8. The Problem:
• People consume far more beef, chicken and pork than the
#1 selling seafood in America – Shrimp
• Newly formed Shrimp Council needed a brand and an
integrated marketing strategy to spur sales
Our Solution:
• Created comprehensive brand identity package
• Educated consumers re: shrimp benefits
• Dispelled price/cholesterol myths
INNOVATION: The Shrimp Council
9. Results:
• Overall consumption per-capita has gone up
• We’ve raised awareness through 4 year national public
relations and social media campaign
• Large national brands have sought to co-brand with
shrimp to drive sales
INNOVATION: The Shrimp Council
10. The Problem:
• Georgia is investing $300 million in a state-of-art ocean-front
convention center, beach village and flagship hotels on Jekyll
Island to drive state tourism.
• Current brand needs to be repositioned to overcome perception
that island is a dated, run-down state park with little-to-no
amenities or offerings.
Our Solution:
• Execute integrated “Revitalization” branding campaign to
showcase all new offerings available on Jekyll island
• Create inspiring tag line and promotion “Take Me There!”
REPOSITIONING: Jekyll Island
11. Results:
• More than 200 meetings booked through 2016 ($40 million in
revenue for local economy)
• National news influencers have visited and spotlighted Jekyll as
a premier destination
• Tide of public opinion beginning to shift
REPOSITIONING: Jekyll Island
12. The Problem:
• Client established a brand mark based on two wine labels.
• No umbrella brand mark existed to allow for line extensions
Our Solution:
• Create umbrella brand platform to encompass two successful
products, yet allow for continued growth.
EXPANSION: Good Girl/Wild Girl
13. Results:
• Successful branding drove significant distribution with key
customers
• Brand experienced 233% sales growth in one year
EXPANSION: Good Girl/Wild Girl
15. What We Heard: YOUR GOALS
Recognition as the Premier and “Must
Join” leadership development authority
serving the foodservice industry
Participation of 100,000 active
members by 2020
18. OUR PROCESS FOR GARNERING INSIGHTS
Partner with
corporate
psychologist
Engage in
discussions
(members
& potential
members)
Actively
listen
Seed and
reinforce
WFF
value
Review
existing
data and
insights
19. CREATE
• Leveraging insights, fashion two compelling marks/images
• Test them against each other in a controlled environment
• Determine direction
20. ACT
• Build brand identity, including:
• Final logo design
• Colors
• Tagline
• Positioning Statement
• Brand Promise
• Reasons to Believe
• Key Messages
• Naming convention for Portfolio of Leadership
Development Products and Tools by leadership
levels
• Organization Name (in consideration)
• Begin implementing campaign
24. WHY WE LOVE PR
Public Relations
“Part of the reason why PR is so cost-effective is because it cuts to the
heart of the matter. It is targeted at those whose opinions command
respect, and that respect underpins the credibility of the message.”
-- Mandy de Wall, Public Relations News
Social Media
“How can you squander even one more day not taking advantage of
the greatest shifts of our generation? How dare you settle for less
when the world has made it so easy for you to be remarkable?”
– Seth Godin, Seth’s Blog
26. The Problem:
SeaPak had a strong shrimp heritage and excellent taste profile,
but little-to-no consumer awareness or brand recognition. In
2005, it needed to increase distribution and market share.
The Solution:
Created an integrated, multi-channel communications and content
strategy to build recognition, engagement and loyalty
BRAND: SeaPak Shrimp & Seafood Co.
27. Results:
• Eight years later, brand is current category leader for frozen,
specialty shrimp
• Consumer awareness has increased exponentially due to
continuous national exposure and endorsements
• Successful social media integration:
• First frozen seafood brand on Facebook; 87,000 engaged
fans sharing insights and buying our products
BRAND: SeaPak Shrimp & Seafood Co.
28. The Need:
Leverage local PGA Tour Event to position the Golden Isles as the
premier golf and tourist destination in America
Our Solution:
• Use Golf opinion leaders to support our message: Create Golden
Isles “Dream Team”
• Spotlight our beautiful area visually: Provide free and
unrestricted video to Golf Channel (become their solution)
• Ask Davis Love, Ryder Cup Captain, to share why he “lives and
plays in Golden Isles”
EVENT: The McGladrey Classic
29. EVENT: The McGladrey Classic
Results:
• Recognized as a premier golf destination by NYT and USA Today
• Secured participation of 6 celebrities in the Pro-Am, resulting in
more than 1.4 million Twitter impressions
• Golf Channel chatter about the Golden Isles
• 10 minutes; more than a $200k value
Tim Rosaforte
Golf World
Gary Williams Jim Cantori
Golf Channel Weather Channel
30. DESTINATION: Sea Island
The Problem:
• One of the most historic hotels in country – visited by kings,
queens and presidents, was torn down. They did it because it
was build pre-depression and it couldn’t meet five star
standards.
• They needed an agency to help overcome strong negative
perceptions, secure positive accolades, and drive visitation
Our Solution:
• Issued pipeline of stories spotlighting “re-birth of an icon”
• Secured stamp of approval and exclusive coverage from premier
global authority on design and interiors:
Architectural Digest
31. DESTINATION: Sea Island
Results:
• Resort achieved 5-Star status
• Secured strategic seven page PR spread in Architectural Digest
($600K value)
• Increased occupancy levels in the new hotel
• Secured endorsements from elite luxury travel media
35. • Positions WFF as the true industry thought
leader by driving debates and conversation
and compelling others to join the discussion
Perception
• Demonstrates WFF’s authority as the
conversation leader for the 2nd largest private
industry employer in the U.S.
Reputation
• Sparks awareness and debate at every level –
driving notoriety for WFF as the
“conversation starter”; giving partners
something to discuss internally
Awareness
Why a New “C”?
Reputation Perception
Awareness
Conversations
36. Become a conversation leader in the
foodservice industry by:
o Generating content that’s conversation
worthy
o Participating in existing conversations
about industry trends and topics
o Showcasing WFF as the largest leadership
development organization serving the
foodservice industry
Content Strategy: How?
37. Advancing Women Leaders Blog
Modify existing blog as the core content portal
to host information and perspectives
that positionS WFF as
the premier leadership development resource
serving the foodservice industry –
through highly shareable, shorter, quicker reads
41. Participate in the
Conversation:
Marketing to Millennials
The Millennial
Generation
• The largest and
most influential
generation since
the Boomers
• Number more than
80 million
42. Supporting Touch Point:
@National Restaurant Association sounds off on
marketing to millennials: confident, optimistic, self-
expressive multi-taskers raised on cell phones and the
web with significant spending power. http://bit.ly.125
Participate in the
Conversation:
Marketing to Millennials
43. Participate in the
Conversation:
How to reach the largest and most influential audience
since the boomers. #millennial @WeRRestaurants
http://bit.ly.125
Supporting Touch Point:
Marketing to Millennials
44. Participate in the
Conversation:
Marketing to Millennials
Supporting Touch Point:
Jamba Juice SVP & CMO Julie
Washington pens Innovation &
Strategy post about how Jamba
Juice is paving its way to
becoming the millennial brand.
Post cites stats shared in NRA
article, “Generation Now:
Marketing to Your Millennial
Audience.”
45. Supporting Touch Point:
How Jamba Juice Became “It” Brand Among Millennials
Jamba Juice SVP & CMO Julie Washington shares how the leading restaurant retailer of
better-for-you food and beverage offerings is well on its way to becoming the
quintessential Millennial brand. [link to “Letters”]
Participate in the
Conversation:
Marketing to Millennials
46. Supporting Touch Point:
Forty percent of all 18-24-year-olds, a core segment of the
Marketing to Millennials
millennial population, savored a
smoothie during the past
month. Are smoothies a key
ingredient to your organization’s
success?
Participate in the
Conversation:
47. @Jamba Juice Product Preference: Do you go bananas for
berries or kookoo for carrots?
Supporting Touch Point:
Marketing to Millennials
Participate in the
Conversation:
Orange Carrot
KarmaBanana BerryVS.
49. Empowering Entrepreneurs
Charlotte Oades, Global Director of Women’s
Economic Empowerment, The Coca-Cola
Company, writes Developing Leaders post about
Coke’s 5by20 initiative to empower 5 million new
women entrepreneurs by 2020.
Generate Conversation:
50. Supporting Touch Point:
@Coca-ColaCo Oades explains #5by20
#DevelopingLeaders [link to Oades post on
“Letters”]
Empowering Entrepreneurs
Generate Conversation:
51. Supporting Touch Point:
Studies show that women are much more likely to reinvest their income
Empowering Entrepreneurs
on food, education and healthcare for their
children and their families. The Coca-Cola
Company’s Charlotte Oades speaks out about
Coke’s 5by20 initiative to empower women.
[link back to Letters]
Generate Conversation:
52. Supporting Touch Point:
#FunFact: Women control $20 trillion in spending
worldwide, representing an economic impact larger than the
U.S., China and India combined. #5by20 @Coca-ColaCo
http://bit.ly.125
Empowering Entrepreneurs
Generate Conversation:
53. Words of Wisdom from Muhtar Kent, Chairman and CEO,
@The Coca-Cola Company
Supporting Touch Point:
Empowering Entrepreneurs
Words of Wisdom from Muhtar Kent, Chairman and CEO,
@The Coca-Cola Company
Words of Wisdom
“Working with and investing in women is one
of the most powerful ways to spur sustainable
economic growth and development.”
- Muhtar Kent, Chairman and CEO of The Coca-Cola
Company
Generate Conversation:
54. Top of Mind Approach
Create 16-month communications strategy
• Promote WFF “news bureau” – tell share your stories!
• Identify story opportunities via editorial calendar research
• Offer WFF leaders and members as industry spokespeople and
“conversation starters” at prominent leadership conferences, in
news media and at special events
• Consider national media tours to discuss business challenges
and women leadership in America; sponsored by WFF
55. 25th Anniversary Contest
25 Faces for 25 Years
• Celebrate the heritage of WFF by recognizing 25 exemplary leaders,
from any level within an organization
Functionality
• Create a micro-site where members or non-members can nominate
a leader of their choice
Incentive
• Each of the 25 winners and their nominators will be honored at a
private, high-end networking event, featured by WFF and publicized
to media
Im passionate about this projectMy company is passionate about thisAnd we’re excited to be here! We want this!We know the food service industryWe show resultsI was the first female intern with the Coca-Cola Company; Summer of New Coke/Old CokeTop 100 fastest growing businesses #12 among 800 nominated…
A lot of experience in the food and hospitality industries
½ of our team has more than 20 years experience
I’m going to share three different examples of the type of branding projects we’ve been invoved with.You may be entering a brand change….it could be a complete reengineering of your brand, or it may be an expansion or reposition….I’m going to share 3 examples of the types of brand work we’ve been involved with:
Other innovation marks?We’ve created many campaign marks (summer of shrimp fire it up, shrimp and pasta party, Georgia Theatre Company Grand Opening – and we’ve influenced the strategy for other brand marks; like Taste of the Coast, Smarter Seafood
Just invited us to repeat the model for a newly formed National Salmon Council
WE START WITH LISTENING!!!!
Right now you have a purpose: Advance women leaders in the food service industry. You’ve been doing this really well for 25 years!Purpose:I’m sure you’ve already been asking these questions, and to help you, we would need to try and understand as well? Is your purpose “to advance women leaders in Foodservice” still relevant to your partners? Is this important to the success of their business? Because we want to be filling a need that is important to them, and to the industry. What makes them write the check and send their talent to WFF for training? Do they think your purpose is too narrow? Do they see a need to continue advancing women leaders, or all leaders? What will drive forward their company, and the entire industry, by 2020Perception:Is the work you are doing and the training opportunities still meaningful to your members? Because we want them ADVANCE in their CAREERS….so we want to be training them them in a way that is helpful, meaningful and relevant to where they are, and offering tools that they will really useIs your value proposition too narrow? Examine your opportunities:Do your partner organizations and potential partner organizations have new needs relating to training leaders? Is the an opportunity for WFF to help? Do your members have a new way they need to be reached and trained? We’re women…we’re always changing! And in today’s market climate, they ways we gather our information has dramatically changed in the past 10 years. We did our own mini audit…and that information informed one of our “big ideas” for you!Is anyone else filling the need that your partners or members are asking for? Is there room for WFF to help? Because you want to do whatever it takes to advance leaders – and we want to gain insights around your female point of difference. Is this why partners are writing checks and members joining your organization. Or is it because you are great at umbrella leadership training in the foodservice industry?And while we’re at it…we would want to try to understand: is your current brand mark a congruent expression of your identify? Does it represent who you are and why you exist?
First we need to understand any data or insights that already exist. We pulled your survey of survey monkey, and seeing the results to that willReally drive some great debate and discussions.It’s possible we might want to help you gain a few more insights, because this is a HUGE decision. We have a process for doing this that is quick, smart,realiable, and actually fairly sophisticated. It’s important that we get the insights right, and ask the right questions, because this is the foundation that will define your brand. Once we have clarity – we’re ready to go, and really utilize all marketing and PR touchpoints to help you reach your goals! 100,000 members by 2020!This brand building process is like our map, to ensure we’re headed in the right direction to reach the destination – 100,000 members by 2020! Highly engaged partner organizations! AND….really making a difference!
This is the fun part – bring all of our insights to life…we get creative…Amanda – 20 years of digital strategy and branding
WDrivesuccess for our clients!Once the branding is done – and we have clarity around what we’re selling – this is when the magic can happen with PR!Protect and grow reputationGrow loyalty and interactionEngage with thought leaders and opinion leaders whose endorsements command respect!
They tore down one most historic hotels in country – visted by kings, queens, and presidents. They did it because it was old, and couldn’t achieve five star status.They rebuilt a beautiful new one – but they need us to overcome negative perception , secure accolades, and drive visitation
Use current conversation platforms for WFF’s SmartBrief, adding Words of Wisdom (highly shareable inspirational and motivational quotes) and 25 Faces as tie-in to anniversary
Use current conversation platforms for WFF’s SmartBrief, adding Words of Wisdom (highly shareable inspirational and motivational quotes) and 25 Faces as tie-in to anniversary
I’d like to walk you through a few examples of how we envision aligning core pieces of content and threading these pieces of content through all communication platforms, including those inherently social platforms, with the goal being to drive conversation and dialog with and among your constituencies. As evidenced by our research, you have a good history of knowing where to find good content. Our opportunity is to encourage dialog to help further the conversation. Our recommended strategy is a way to bring to life in a strategic, measurable fashion, the authentic, valuable and relevant pieces of content you are already sharing with your members. You have the pieces of puzzle, starting with the content and the various channels. You just need the puzzle top, the guide to fitting each piece of the puzzle together perfectly to complete the picture.
Credible industry resource that you want to be a part of
Next, we want to engage your social media following in conversations about this content. We recommend taking this content to Facebook in the form of a short status post including a link to the article. Note the tag of NRA - publicize strategic partnership with widely recognized and respected industry leader to leverage NRA’s depth of industry penetration. Becoming mouthpiece for NRA, reverse philosophy share content _________________Faceboook status post tagging @NRA and linking to “Marketing to Millennials” article on NRA website
Note the incorporation of the hashtag to “categorize” the content, aligning information from WFF and NRA with other conversations that may be trending on Twitter about millennials. Tweet link to NRA article, “Marketing to Your Millennial Audience”
Now that we’ve started the conversation about marketing to millennials, we’ve whet the appetite of our followers for more, particularly thoughts about marketing to millennials from an accomplished woman in the foodservice industry. Enter Julie Washington who we invite to share her expertise on this topic by explaining how Jamba Juice is paving its way to becoming the millennial brand. We’re telling the story of marketing to millennials by weaving together pieces of content to inspire conversation among your constituencies. Note the theme that we’re propelling across every touch point that you have. Message is tailored to the platform – note the tone of voice differencies
Tease Washington’s Innovation & Strategy “Letters” post in WFF SmartBrief
Take the conversation to your LinkedIn followers with a Recent Update sharing an eye-opening statistic about the millennial population, encouraging dialog.LinkedIn Recent Update to encourage dialog about millennials and GenY’s obsession with smoothies and the on-trend, in-demand Jamba Juice brand
Facebook status update to spark engagement and give shout-out to WFF partner organization
Slide 32In this example, you’ll note that our core content launch point is a Developing Leaders post on “Letters.” We invite Charlotte Oades to write a post about The Coca-Cola Company’s 5by20 initiative to empower 5 million women by 2020
Tweet link to “Letters” and add hashtag to categorize the conversationTweet link to Oades’ blog post on “Letters”
LinkedIn Recent Update further weaving the conversation into the social sphereOades’ post is shared via direct link in a Recent Update to LinkedIn followers. Post is teased with stat about women reinvesting income in three key areas of food, education and healthcare
Tweet a fun fact and give some love via link back to partner organization Coca-Cola’s important initiative
Facebook status update “Words of Wisdom” quote card with tag of WFF partner organization
I’M Mary Eva Tredway – I have 25 years experience keeping my clients top of mind and activation plan to keep WFF “top of mind” with partners, members, news media and key stakeholders of experience – national spotlight; I leverage relationships
