2 - Idaho Preferred

Idaho
®
Preferred
Promoting the Quality, Diversity and
Availability of Idaho Food and
Agriculture Products
Membership Report
Category
Current Membership
§  Food and Wine/Beer Producers
§  Nursery
§  Grocery Retailers/Distributors
130
27
36
§ 
Farmers’ Markets
39
§ 
Restaurants
27
§ 
Supporting Organizations
18
TOTAL MEMBERSHIP
277
Food and W ine
Producers
Nursery
Grocery
Retailers/Distributors
Farmers Markets
Restaurants
Supporting
Organizations
Annual Membership Survey:
Top Five Most Beneficial Programs/Events § 
§ 
§ 
§ 
§ 
Retail Promo,ons Consumer Events Idaho Preferred logo usage Trade Shows Mee,ngs with poten,al buyers/customers Most Beneficial Adver:sing/PR •  Website •  Online (Facebook, Takeover Ads) •  TV adver,sing Increased sales? •  Yes: 50% (Answers ranged from 5% -­‐ 60%) •  Unsure: 45% •  No: 5% Media Goals
•  High Awareness: Drive consumer awareness of local
products and Idaho Preferred
•  High Engagement: Motivate consumers to buy local
•  Messaging: “Local” “Fresh” and “Supporting the local
economy”
2014 Media Strategies
•  Target: Women 25-54
•  Timing: Primarily two main times of year
–  Spring/Summer: Nursery & Forestry
–  Fall: What’s in Season
•  Focus on two Visual Mediums:
–  TV- best medium for building awareness
–  Online: best medium for consumer engagement and driving traffic
to new website
•  Markets: Exposure across the state
4
2014 Media Plan
5
Advertising Facts
% of Time Spent in media by Consumers!
% of Average National Ad Spending!
Opportunity!
43%!
42%!
26%!
23%!
22%!
14%!
12%!
10%!
6%!
3%!
PRINT!
RADIO!
Source: 2012, eMarketer D11 Conference by KPCB!
6
TV!
INTERNET!
MOBILE!
KTVB.com Online Takeover Ads
• 
• 
• 
• 
• 
7
High impact
Takeover ads ran 3 days on KTVB.com home page
Exclusive to Idaho Preferred on those days
25,000+ impressions per day
Each day featured different retail partner to tie in to retail
promotions
On-Line Nursery Take-Over Ad
•  KTVB.Com
•  Two insertions, May 1 and May 12
On-Line Advertising Facebook
•  Facebook and Instagram pages
•  Nursery, Forest Products, fall
harvest and holiday Facebook Ads
•  December web visits up 84% from Dec. 2013
•  Like us on Facebook!
•  Follow us on Instagram!
Online Ads – Holiday Facebook Ads
*
*Average Click Through Rate: .1 – 1%
Online Ads – Google Adwords
2 weeks Nursery in May
9 weeks What’s Fresh July-September
2 weeks Holiday
GOOGLE ADWORDS – TOP 10
Industry Average Click Through rate
Online Campaign Results:
>  Spent
$19,900 in ads
>  21,605
>  2
website visits
million ad impressions
>  15,409
>  0.8%
clicks
CTR (industry average 0.1 - 1%)
>  Nursery
0.3%
>  Forestry
0.8%
>  What’s
In Season 1.3%
>  Holiday
1.7%
Website Results:
>  Large
traffic increases during campaigns
>  Nursery
>  What’s
+34% (May)
In Season +15% (September)
>  Holiday
+84%(December)
NEW Idaho Preferred
Website
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
Take the Local Pledge
Consumer Newsletter
Seasonal Availability Chart
Direct Link to Blog and
Facebook
Calendar of Events
Easy navigation
Google maps driven farmer
finder
Easier Search function
Links to all Idaho Preferred
member websites
Member profiles
Search by product type or area
Mobile Version of Idaho Preferred Website
2013 - 21% of all traffic to website on mobile
2014 - 31% of all traffic to website on mobile
“Take the Local
Pledge”
Newsletter
•  Consumers sign up at
website
•  All members receive
automatically
•  Currently sent monthly
to over 500 recipients
E-Newsletter
>  E-newsletters
>  Open
>  Click
sent each month to 500+ subscribers
rates 29-36%; Industry average 15%-20%
rates 9-25%; Industry average 1%-5%
Local Goodness Blog
•  Written monthly depending on seasonal
content.
•  Focus on What’s in
Season, Producer
spotlights, holiday ideas
with local products, etc.
•  Past issues archived
•  Linked to FB posts
2015 Website Plans
•  2015 Website Plans
•  Consumers want
recipes
•  Create categories
•  Featured recipes
•  Add photos to recipe
pages
•  Ability to add more
detail
Facebook “Like” Campaign
• 
• 
• 
• 
• 
• 
1 week campaign
$50 budget + prize
338 New Likes (25% increase)
719 clicks
13,110 impressions
Now at 1861 likes
TV Advertising
•  Markets: Boise, Twin Falls, Idaho Falls,
Lewiston, Coeur d’Alene
•  Stations:
–  ABC, CBS, NBC, Fox
•  Premiere Programming Examples
–  20/20, Dancing with the Stars, CSI, 48 Hours, Law & Order,
Bones, Castle, Modern Family, Chicago Fire, New Girl and
Castle
•  Schedule
–  5 weeks of TV in August & September
–  Concentrate investment to achieve appropriate reach &
frequency levels when on air
22
Specialty Crop Ad
Retail Programs
•  Promo:onal materials Bins, Signage, call-­‐out cards, rails strips, etc. •  Retail Par:cipants Walmart Associated Food Stores Paul’s Markets Rosauer’s Albertsons Whole Foods Boise and Moscow Co-­‐ops Swensen’s
Farmers Markets Ridley’s •  Retail Seminar for members included Walmart, Albertsons, Whole Foods and the Boise Co-­‐op •  Associated Foods Show in Salt Lake City Retail Partnerships - Albertsons
Store displays and demos the week the ad appeared
using POS materials provided by Idaho Preferred
Print ad featuring photos of
three producers and Idaho
Preferred logos throughout
Wine banners ordered by some stores
Retail Partnerships – Paul’s Markets
Print ad,
in-store
display
contest
with
custom
POS and
produce
sampling
Retail Partnerships - Walmart
2’x3’ company specific signs
vary by store depending on
what each store stocks
Idaho Preferred beer
and wine signage in all
Idaho stores
Idaho brand cheese
introduced in 2012 –
now selling nearly 2
million pounds per year
in all Idaho stores.
Retail bins provided to all stores in 2013
Retail - Nursery
•  Nursery Center Grand Opening
•  Planting promotion in
conjunction with Magic Dirt and
Olsen Greenhouse
•  INLA Show
•  Moss Greenhouse TV
2015 Retail Ideas
•  Idaho Preferred Retail Road-show Sampling
events
•  Increase in-store demos
•  Permanent Retail Display Test
•  Assist new Canyon County Co-Op
•  New Nursery POS
•  Forest Product retail promotion with Home Depot
•  Other ideas/requests??
Foodservice Trends – Annual survey of 1600 Chefs
Foodservice Programs
Foodservice Events •  Farm tour for 50 chefs in August •  Hop/Brewery Tour in September Chef E-­‐NewsleHers •  What’s Fresh •  Producer Spotlight •  Upcoming events Boise ACF Chef Mee:ngs •  20-­‐30 chefs and culinary students/mee,ng •  Introduce producers at mee,ngs •  Sponsor Chef Knowledge Bowl Distributor Partnerships •  Sales Promotions
•  Trade Shows
2015 Foodservice Plans
• 
• 
• 
• 
• 
Downtown Menu Promotion
Restaurant Walk-About
Chef Tours
Restaurant/Chef of the Month
Other ideas?
Other Idaho Preferred programs include:
•  Consumer Promotions
•  Forest Products Print & FB
•  Farm to School
2 Produce
promotions
with St.
Alphonsus
employee
wellness
program
Forestry print ad co-op
with Idaho Forest
Products Commission
Dee Sarton, Channel 7
at Healthy Harvest
Event at Boise
elementary school
Events for 2015
• 
• 
• 
• 
• 
Festival at Sandpoint
Savor Idaho Chef Demonstrations
Cattlemen in the City
Farm tour for Consumers
Media Tour in conjunction with
industry partners
•  Continue Idaho Preferred Month
•  Membership Development
•  Other ideas/suggestions?
F2S in the Classroom
Resources from ISDA/ISDE
•  Incredible Edible Idaho posters
•  My Idaho Plate
•  Curriculum – Set of 10 that meet
Common Core Standards
•  Powerpoint with
teacher script
•  Student activity
sheets
•  Take-home
Component
•  Poster
•  Pre-post
evaluations
USDA Farm to School Census – Idaho
USDA Farm to School Census – Idaho
USDA Farm to School Census – Idaho
?
USDA Farm to School Census – Idaho
15%
Farm to School Initiatives
National Farm to School Tour
•  Trout to Schools
•  Buffalo to Schools
USDA Farm to School
Conference and Events Grant
•  One producer seminar
February 6, 2015 - Nampa
•  3 Regional seminars in
Summer 2015
•  Statewide Farm to School
Advisory Committee
Consumer Research
Awareness of Idaho Preferred name/logo
Have you heard or seen any advertising messages using the phrase Idaho Preferred or seen its
logo featuring a blue oval with a yellow sunrise behind the mountains?.
100% 90% Percentage of Respondents 80% 66% 70% 60% 50% 52% 50% 41% 40% 30% 32% 20% 10% 0% 2007 2008 2010 2012 2014 Regional Awareness of Idaho Preferred
100% 90% 69% Percentage of Respondents 80% 66% 63% 70% 49% 60% 50% 40% 47% 35% 33% 29% 30% 20% 10% 2% 4% 1% 2% 0% Northern Southcentral Yes Southeastern No DK Southwest What does Idaho Preferred mean?
Category
Frequency
Grown/raised in Idaho
127
Manufactured/made in Idaho
76
Idaho consumers prefer these products
43
Buy local or buy Idaho
41
Both grown/raised and manufactured/made in Idaho
38
Associated with Idaho/ties to Idaho
23
Supporting Idaho companies/ buy foods in ID
15
Specific crops
13
Advertising slogan
12
Quality brand/brand name
10
It is local and it's healthy for you to eat
7
Natural/Organic
2
It's preferred by an Idaho food committee/approved
1
Grown in Idaho and Preferred by consumers
1
Miscellaneous
14
Could not provide an answer/Does not mean anything
152
TOTAL
575
New question in 2014
Percent
22.2%
13.3%
7.4%
7.2%
6.6%
4.1%
2.5%
2.2%
2.0%
1.7%
1.2%
0.4%
0.1%
0.1%
2.4%
26.6%
100.0%
Research - Where is the message being seen?
“Where have you seen or heard the Idaho Preferred message or logo?”
100% 90% Percentage of Respondents 80% 70% 60% 50% 40% 30% 20% 10% 0% Grocery store Farmer's market 2007 Restaurant 2008 2010 Food label 2012 2014 Media Other Research – Has the TV Ad been seen?
“Have you seen any advertising on TV?”
100% 90% Percentage of Respondents 80% 65% 63% 70% 60% 57% 50% 42% 32% 40% 31% 30% 20% 10% 2% 3% 6% 0% Yes No 2010 2012 2014 Don’t know Research - Amount of local food purchased?
“On average, would you say you are buying more, about the same, or less local
products than you used to?”
100% 90% Percentage of Respondents 80% 69% 70% 57% 55% 56% 60% 50% 40% 35% 30% 20% 30% 27% 19% 13% 12% 12% 6% 10% 0% 0% More About the same 2008 2010 Less 2012 2014 3% 3% 2% Don't know Where do you make majority of food purchases?
100% 90% Percentage of Responents 80% 70% 60% 50% 48% 40% 40% 30% 20% 8% 10% 2% 1% 1% Other Don't know 0% Large chain grocery store Bulk grocery Locally owned or Farmer’s market supplier regional grocery or food stand store New question in 2014
Research – Where are local foods purchased?
“Where do you typically make local food purchases?” – New Question in 2012
100% 90% Percentage of Respondents 80% 70% 2012 70% 2014 66% 60% 50% 50% 50% 40% 30% 20% 10% 1% 4% 3% 5% 8% 4% 0% Retail/grocery Farmers’ markets/farm stands Restaurants Do not purchase Other Research - Types of local food purchased?
“What local products would you say you are buying more of?”
100% 94% 83% 79% Percentage of Respondents 90% 80% 70% 60% 41% 50% 40% 23% 30% 20% 10% 11% 12% 4% 7% 6% 17% 14% 7% 6% 0% 2010 2012 18% 2014 2% Research - Reasons for buying more local?
“What are your reasons for buying more local products?”
100% 90% Percentage of Respondents 80% 70% 60% 50% 40% 30% 20% 10% 0% Fresher BeHer quality Healthier 2008 Safer 2010 Support local farmers 2012 Price 2014 Availability Suited to climate Other Research – Are consumers willing to pay more?
“Would you be willing to pay more for items identified as being produced or grown in
Idaho than you would for comparable products that are either unlabeled or identified as
being produced in another state or country”
100% 90% Percentage of Respondents 80% 70% 71% 61% 61% 64% 60% 50% 39% 40% 34% 32% 26% 30% 20% 10% 0% 0% Yes No 2008 2010 2012 3% 5% Don’t know 2014 3% Research – How much more are willing to pay?
“How much more would you be willing to pay for products locally grown or produced in Idaho?”
100% 90% Percentage of Respondents 80% 70% 60% 50% 40% 30% 20% 10% 0% Less than 10% 10% to 14% 15% to 19% 2008 2010 20% to 24% 2012 2014 25% or more Don't know 2015 Media Plan
Mona Teffeteller
Drake Cooper
The Idaho Preferred® Program
Promoting the quality, diversity and availability of Idaho food
and agriculture products through advertising, channel
marketing, consumer information and education programs.
Thank You! 2015 PLAN
JANUARY 28, 2015
AGENDA
1
MEDIA TRENDS
2
2015 PLAN
MEDIA TRENDS
TV
Is TV viewership increasing?
Do big televised events still matter?
Yes, audiences are stable
Do younger consumers watch
less TV?
Yes, about 40% less
18 – 34: 25 hrs/wk (ave)
35 – 64: 38 hrs/wk (ave)
2015 Golden Globes
19.3 million viewers
Same as 2013
*eMarketer
*Nielsen 2014
TV
Are younger consumers less connected to TV?
Yes, but not by much yet
*eMarketer
ONLINE Consumers now spending more time on digital than watching TV
ONLINE VIDEO
Should online video be part of advertising media plans?
Yes, daily online video watching is at least 20 minutes/day
*Nielsen
FACEBOOK
How much are people using
Facebook today?
On average, Facebook members
check the site
Has growth slowed yet?
Not really, total Facebook users now total 1.4 billion
14x per day
and spend a total of
33 minutes every day
reading, watching, and
engaging
*Facebook
*Statista
RADIO
Do people still listen to radio?
Yes, but their listening dropped
by one third in six years
Is online radio increasing?
Yes, it is now large enough to be
“mainstream”
*Statista
Yet this is a non-visual medium and therefore not the best fit for Idaho Preferred
NEWSPAPER
What’s the core issue with the decline
in newspaper advertising?
Decline in readership
Is there still value in news?
Yes, readership of paper dropped 35% since
1990, but 1/3 of people still get daily news
from digital sites
*Pew Research Center
*Newspaper Assoc. of America
WHAT IT ALL MEANS
1
Invest in media where people are viewing and engaged
2
Media plans should have both high reach mediums and high involvement
mediums working together
3
If the ad isn’t compelling and relevant, then the media choices don’t really matter
2015 PLAN
MEDIA
OBJECTIVES
>  Raise
awareness
>  Engage
and influence people in Idaho to buy local
RECOMMENDATIONS
>  Our
funds are limited; choose media wisely.
>  Where
will consumer see us and engage with us? Let
strategy and trends guide us.
>  Focus
efforts on categories where consumers can tell it’s
from Idaho; move away from current forestry efforts.
RECOMMENDATIONS
>  Continue
>  Invest
> 
with TV advertising = awareness
in more online advertising = engagement
Most cost effective medium; reaches entire state; measurable
>  What
type of online advertising?
> 
Facebook and Google Ads
> 
Invest in Native Advertising with the Idaho Statesman
> 
Add YouTube: reaches more US adults 18-34 than any cable network
> 
Include/test online ads with programmatic targeting
TARGET AUDIENCE
>  Women
> 
More targeted and helps in efficiency of media buy
>  Adults
> 
25-54 for TV advertising
25-54 for Online
More broad; online advertising inherently cost effective
NEW IDEA #1
NEW :15 VIDEOS/ ADS
NEW :15 VIDEOS/ ADS
>  Produce
>  Spend
new :15 videos for TV and online advertising
less on TV media while achieving comparable if
not higher impressions, with similar reach & frequency
>  Member
investment and partnership opportunities – will
share more details
“FRESH BITE” :15 CONCEPT
> 
Simple :15 awareness driven spots produced in a similar way.
> 
Think apple on tree, apple to basket, to store, being sliced, finish with
apple pie. Idaho Preferred logo in frame entire time.
YOUTUBE ADS :15 VIDEO ADS
WHY :15 ADS?
>  We
can stretch the budget further, less expensive
>  Achieve
comparable if not higher impressions while
spending less
>  40%
of all ads on air industry wide are :15s
>  Note:
TV programming could be impacted, hard to get fall
premieres (can be bumped out by :30s)
HOW WOULD IT WORK?
>  :15
spots rotate on air during two week intervals
>  Spring:
>  Late
Feature nursery for two weeks, pending partnership
July: Feature early season fruit ads for two weeks
>  Mid/Late August:
>  Sept:
Feature veggies ads for two weeks
Feature late season fruit ads for two weeks
COST
>  Media
cost: $30,000 for each two week interval
> 
Idaho Preferred invests $75,000-$87,000 total
> 
If partners invest we can increase media weight or weeks on air
> 
Partners can take advantage of the opportunity to promote their
products or a specific commodity; Idaho Preferred shares cost
>  Production
> 
cost: $4,000 per video/ad
Partners can highlight their product by investing; Idaho Preferred
shares cost
NEW IDEA #2
NATIVE ADVERTISING
NATIVE ADVERTISING
What is Native Advertising?
>  A new
>  Pay
and emerging type of online advertising
for the editorial space and story written by journalist
>  Unlike
typical ads, native ads are not disruptive; they blend in with
content and look like a news story
>  Idaho
Statesman is launching on their home page in Feb.
NATIVE ADVERTISING
How does it work?
>  Journalist
>  We
writes story with his/her tone and voice
request certain information be included, submit photos and
videos for the detailed story page, and we review final story
>  Web
>  We
links from IdahoStatesman.com to our sites
own the final story and content
NATIVE ADVERTISING
Why do it?
>  More
engaging format
>  Higher
>  We
click rate (10-15x higher)
can tell a story; opportunity to tell about our products but also
the producers behind the products
NATIVE ADVERTISING
How much does the media cost?
>  Media
cost $2,500 for 100,000 impressions ($25 CPM) with
IdahoStatesman
>  Live
for 5 days on IdahoStatesman.com home page
>  Rotates
with one other native advertiser each day
>  Comparable
to cost of home page slider ads but expect higher
click rate and will be on site longer (5 days)
NATIVE ADVERTISING
What about production costs?
>  Videos
and photos on story detail page will drive engagement
>  Production
cost $5,000 per video
SCENARIOS
2014 Summary
>  TV
Media: $100,000 in :30 spots
>  Online
Media: $20,000
>  Production
Costs: $0
>  Impressions:
> 
4,530,000 total
2,530,000 TV and 2,000,000 online
>  Spots/market:
>  93
600
Reach; 12 Frequency
2015 Scenario 1
>  TV
Media: $87,500 in :15 spots
>  Online
> 
Media: $27,500
FB, Google, YouTube
>  Production
Costs: $15,000 (one time cost)
>  Impressions:
> 
5,360,000 total
2,860,000 TV and 2,500,000 online
>  Spots/market:
>  93
678
Reach; 14 Frequency
2015 Scenario 2
>  TV
Media: $75,000 in :15 spots
>  Online
> 
Media: $25,000
$18,000 native advertising; $7,000 online FB & search
>  Production
Costs: $30,000 (one time cost)
>  Impressions:
> 
5,567,000 total
2,467,000 TV and 3,100,000 online
>  Spots/market:
>  93
585
Reach; 10 Frequency
BRANDING
LOGO REFRESH
>  All
logos need updating to stay relevant
>  View
this as a refresh, not a rebrand
>  Make
it more contemporary
>  Explore
new taglines
>  Members
don’t have to use right away; soft transition
LOGO REFRESH EXAMPLES
QUESTIONS?
MONA TEFFETELLER
Group Account Director
P: 208.861.9175
E: [email protected]
416 S. 8th St. | Boise, ID 83702 | 208.342.0925
6363 7th Ave. So. | Seattle, WA 98108 | 206.972.4200