1. IOWA ACADEMY OF NUTRITION AND DIETETICS AAF Proposal 8.7.13

2. HOW AAF CAN HELP 1. Upon approval of the proposal, AAF would organize a team of volunteers based on the Iowa Academy of Nutrition and Dietetics’ needs. This team would include account managers, designers, copywriters, media buyers and public relations experts 2. The team would outline the objectives, tactics and create an overall campaign theme. Concepts and tactics would be presented to the Academy for approvals. All tactics within this proposal would be based around the approved theme to ensure a consistent look/feel 3. The volunteers would work with printers, media buyers etc to negotiate public service donations

3. OBJECTIVES 1. Create an awareness campaign that promotes the Iowa Academy of Nutrition and Dietetics as food and nutrition experts 2. Develop marketing collateral that promotes how Iowa Academy of Nutrition and Dietetics can improve the health of Iowans 3. Strengthen members and prospective members view’s of Iowa Academy of Nutrition and Dietetics as a key to professional success

4. Create an awareness campaign that promotes the Iowa Academy of Nutrition and Dietetics as food and nutrition experts Public Tactics: General Awareness Campaign Utilize the mass reach of billboards, radio, and cable TV across the state of Iowa, targeting a couple major cities and rural areas Create personalized pitches targeting healthy living blogs (Iowa Girl Eats, etc) Pitch news-worthy stories to local newspapers and publications

5. Provider Tactics: General Awareness Campaign Promote the Iowa Academy Nutrition and Dietetics in targeted health provider magazines such as the Iowa Board of Nursing, Live Well, Iowa Academy of Family Physicians etc) Create an awareness campaign that promotes the Iowa Academy of Nutrition and Dietetics as food and nutrition experts

6. Public Tactics Create a press kit to mail or email out to editors Create a press page on eatrightiowa.org for editors to easily find helpful documents and information Develop marketing collateral that promotes how Iowa Academy of Nutrition and Dietetics can improve the health of Iowans

7. Provider Tactics Create a collateral piece promoting a study or survey regarding the current state of health in Iowa. The study could be given to coroporate HR departments or legislators. AAF would work with a research partner to get quantitative results Develop a kit with a one page fact sheet and brochure that members can provide to legislators, insurance companies and corporate HR departments Develop marketing collateral that promotes how Iowa Academy of Nutrition and Dietetics can improve the health of Iowans

8. Tactics Host a webinar for members to guide them on how to effectively communicate with legislators, insurance companies and corporate HR departments Arm members with the same kit given to legislators that they can use in the field as self-promotion and create sense of advocacy Create promotional items for mass appeal that members can hand out at events Strengthen members and prospective members view’s of Iowa Academy of Nutrition and Dietetics as a key to professional success

9. Number of stories picked up from press releases/kits and blogs Measurement of media reach Use of collateral materials METRICS

10. BUDGET 1. The proposed budget dollars would be invested in the club and would cover time and out of pockets to produce all materials listed within the proposal. 2. For $25,000 - $30,000 Iowa Academy of Nutrition and Dietetics would get 3x the value in return- approximately $75,000 worth of donated media

11. THANK YOU