2012 Marketing Communications Program Marketing Communications Committee Meeting Feb. 16, 2012

The Goal  Keep turkey in the minds of all audiences and increase turkey use by providing consistent and positive messages, education materials and industry information that promote and protect the turkey industry.

The Strategy  Promote turkey’s attributes with a strong emphasis on its nutrient-rich profile while educating about good food safety practices in the home.

Ground Turkey Plan  Work to promote the versatility of ground turkey while demonstrating important at-home food safety practices.

Ground Turkey Plan  Chef Spokesperson: Mark Bucher, Founder of The Burger Joint  What is The Burger Joint?  20 locations in 9 states + D.C.  Turkey Burger on the Menu – “impossibly flavorful”

Ground Turkey Plan  Spokesperson: Average Betty  Who is Average Betty?  Sara O’Donnell  Food lover  Blogger  Recipe author  Video producer > 3 million views on YouTube

Traditional Media Tactics  Multimedia News Release with Mark Bucher  Goal: Reach audience of 220 million  Multimedia News Release with Average Betty through BusinessWire  Goal: 650 link clicks, 660 release views and 7,000 headline impression (based on ‘09 Vlogger Release)  Satellite Media Tour with Mark Bucher  Goal: 20 interviews

Social Media Tactics  YouTube Video: Average Betty  Track success based on similar videos on turkey channel.  Photo Contest  Fans/Followers submit turkey plate shots  Prizes (members coupons, etc.)

Social Media Goals  Facebook and Twitter  Track where Facebook and Twitter rank as top referring sites to EatTurkey.com.  Increase # of Facebook fans by 25%: 775 to 970 fans  Increase # of Twitter followers by 300: 1,295 to 1,600 followers

Nutrition  MyPlate Strategic Partnership  Communicate turkey’s nutrient-rich profile

Nutrition  AMS/FNS Partnership  Work to get more turkey products on the government’s feeding program  Quarterly conference calls

Nutrition  Society for Nutrition Education and Behavior Meeting: Attend  July 14-17, 2012, Washington, D.C.

Foodservice  Foodservice PR: Promote menu applications and food photography – emphasis on QSR Magazine and ground turkey  U.S. Personal Chefs Assoc.: Aug. 3-5, D.C.  IFEC Conference: Nov. 5-8, Nashville  T.O.M. Award  Discuss: timeline for entries  Food Photography (10 plate shots)

Interactive  Upgrade EatTurkey.com  Launch by November 2012  Continue to measure web traffic

Research  Update Marketplace Survey (July 2012)  Potential Consumer Research?

Budget  MyPlate Strategic Partnership: $20,000  Society for Nutrition Education: $340  IFEC: $10,000  T.O.M. Award: $400  Food Photography: $10,000  Chef: $10,000  Average Betty: $2,000  Multimedia News Release: $25,000  BusinessWire: $1,000  Satellite Media Tour: $25,000  Photo Contest: N/A  Web Update and Maintenance: $50,000  Marketplace Survey: $1,000  Consumer Research?: $12,000 Total: $166,740

Questions?