ALASKA SEAFOOD MARKETING INSTITUTE FY20 PROGRAM BUDGET Edelman - - PowerPoint PPT Presentation

ALASKA SEAFOOD MARKETING INSTITUTE

FY20 PROGRAM BUDGET

Edelman Domestic Communications and PR– April 23,2019

FY20 PROGRAM Budget Overview

The ASMI team has recommended the Domestic Consumer PR and Trade PR be combined under Edelman for FY20 at a total budget of $1,030,000.00, an increase of 6.2% from FY19. Based on the success of FY19, recommend:

• $65,000/month retainer – inclusive of domestic

trade PR; social media management at an increase of 8% from FY19 (to ensure continued success and results for Consumer PR and expand to domestic trade PR integration)

• Expenses to remain the same as FY19

($250,000) - inclusive of domestic trade PR

FY20 PROGRAM Budget Highlights

Program Operations (fees): Total budget $780,000 for the year, 75% of total (1% increase of total from last year) Monthly Consumer PR and Social Digital Retainer –$65,000 month

• Average 550 hours per month for planning, strategy, media relations,

event execution, collateral development, social media development and managing of all social channels

• Also includes consumer PR and social support of retail and food service

programs, as well as monthly social editorial calendar for retail teams.

FY20 PROGRAM Budget Highlights

Program Expenses (OOPs): Total budget $250,000 for the year, 24% of total (1% decrease of total from last year)

Press Materials and Media Assets: Total budget $10,000, 1% of total (consistent with FY19)

• Anticipates wire distribution of five press releases to ensure awareness for all harvest seasons,

national seafood month and Alaska Wild Salmon Day; Edelman will leverage assets and materials created by ASMI (e.g. technical guides, retail recipe leaflets, new recipes and photos, etc.) Paid Digital Programs: Total budget $80,000, 8% of total (consistent with FY19)

• Blogger/influencer programs
• Paid social amplification, Facebook promotions, video promotion
• LinkedIn program to reach domestic industry

FY20 PROGRAM Budget Highlights

Misc Events/Sponsorships: Total budget $40,000, 4% of total (slight increase from FY19)

• Support ASMI presence at other consumer facing/domestic events (e.g. EXPO West, FNCE)

Spring NYC Media Event/Visit: Total budget $50,000, 5% of total (consistent with FY19 based on estimates of FY19 event)

• Event costs include venue, food & beverage, gift bags, food, chef travel and stipend as needed

FAM Trip 2019: Total budget $50,000, 5% of total (slight decrease from FY19) – overall costs split with International Program

• Travel costs for media attendees (flight and hotel)
• Collateral for distribution on site
• Lodge costs including transportation, excursions

FY20 PROGRAM Budget Highlights

Edelman Travel: Total budget $12,000, 1% of total (consistent with FY19)

• All Hands (October) – one staffer
• Events/Conferences – one staffer
• Spring NYC media event – two staffers
• Spring board meeting – one staffer
• FAM trip (Summer) – one staffer
• Misc. Media Opportunities: Total budget $8,000, slightly less than 1% of total (consistent with FY19)
• Fish for media developing stories

FY20 PROGRAM Budget Highlights

$780,000.00 Program Operations: Monthly Consumer PR Retainer - $65k/mo 75% $10,000.00 Press Materials Less than 1% $80,000.00 Paid Digital Programs 8% $40,000.00 Events and Sponsorship 4% $50,000.00 NYC Event 5% $50,000.00 FAM Trip 5% $12,000.00 Travel 1% $8,000.00

• Misc. Media

Opportunities Less than 1%

• Communications Program: Collaborating on the creation and usage

strategy for assets, such as new videos and Seafood For All Seasons Calendar refresh to leverage for media storytelling and to share across ASMI social channels

• Domestic Program:
• Having Edelman lead the domestic trade PR efforts allows for

centralization with one team and integrated outreach

• Integration with domestic food service and retail programs to amplify

efforts across social media channels and deliver added value to their partners and programming

Budget Efficiencies and Collaborations

UPCOMING FY20

PROGRAM EVENTS

The FY20 Domestic Program will continue to spread the #AskForAlaska message year round through a variety of touch points using media, influencers and social channels to reach target consumers and domestic trade/industry. Activities slated include*:

• Events (Year-round): Tasting events in NYC and LA and potentially other regions, bringing all species to media and

influencers; conferences like FNCE and Expo West; FAM trip in June 2020

• Nutrition RD Partnership (Year-round):Partnership with a select RD spokesperson to kick off in October (tied to

FNCE/National Seafood Month) continuing with activations during key health/nutrition moments throughout the year

• National Seafood Month (October): Events, media outreach and programs highlighting all Alaska seafood species and

Alaska’s seafood industry

• Ongoing Media Relations/Digital Efforts (Year-round): Storytelling highlighting all Alaska seafood species, recipes,

fisherman, sustainability efforts and more, including Alaska Wild Salmon Day (August 10)

• *Programming to be further developed as Edelman continues FY20 planning with Consumer PR and Domestic teams

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