ASMI INTERNATIONAL FY21 BUDGET PROPOSAL Presented to: ASMI Board of Directors Presented by: Hannah Lindoff Senior Director of Global Marketing & Strategy May 5, 2020
FUNDING SOURCES : MAP = Market Access Program, annual grant award from the Foreign Agricultural Service (FAS) $4,453,652 ATP = Agricultural Trade Promotion Program, one-time surge in funding ~$7.5 million, awarded by FAS in response to the China-US trade dispute $1,540,000 Match = SDPR (assessment) and contributions for specific events $2,495,000 (MAP & ATP match) Total Budget: $8,488,652
BUDGET STRATEGIC OVERVIEW Submitted request for ATP extension through June 30, 2024 FY 21 shows a decrease in ATP funding of -$782,000 MAP decreased -$63,000…..TBD Match (SDPR) decreased -$110,000 Total $955,000 cut The accounting position was removed from our personal services budget, neutralizing much of the match loss this year ATP continues to fund ASMI-wide projects, the Tech program, Coms and the Sustainability program China program greatly reduced Reductions across the board other than SE Asia and SEU Some cuts to ATP reflect projects that will have been completed ATP will roll over DUE TO COVID-19, UNSPENT MAP $ WILL ALSO ROLL OVER- AMOUNT TBD
UPCOMING EVENTS Next Generation Trade Mission - SIAL – Shanghai Seattle, Kodiak May 13-15 February 7-12 APAS – São Paulo Peru Outbound Trade Mission - Peru May 18-21 March 2-6 Thaifex Anuga – Bangkok Seafood Expo North America – Boston* March 15-17 May 26-30 *SE Asia inbound buyers mission put on by the US Seafood GBI Thailand Outbound Trade Mission - Thailand FHA Food & Beverage Show - Singapore May 31 – June 4 March 31 – April 3 Culinary Retreat – Cordova Seafood Expo Global – Brussels (for the June 7-11 last time!) April 21-23
PROPOSED BUDGET REVISION TIMELINE YOU ARE HERE April 21 May 5 Juneish June 30 Mid Aug. Mid Aug. Late Aug. Fall 2020 Julyish
ASMI INTERNATIONAL PROGRAM Japan $1,416,499 to $1,196,260 2021 budget: $8,488,652 (-10%) SEU • $812,683 to $1,172,270 4% 4% $10,000,000 14% NEU 4% $1,240,058 to $1,153,142 4% 3% 15% China 5% 7% $1,304,113 to $989,461 $8,000,000 7% ASMI Prog. Ops 8% 14% $1,019,961 to $924,500 8% 8% WEU $6,000,000 $1,143,080 to $705,202 CEU 13% $764,876 to $699,876 12% $4,000,000 8% South America 14% $636,992 to $593,824 14% 11% EEU $2,000,000 $437,934 to $372,200 11% 12% SE Asia $329,000 to $351,917 $- MATCH MAP MATCH ATP TOTAL Global (MAP) (ATP) BUDGET $359,700 to $330,000 2020 2021
ASMI HQ $20,000 , 2% 2% 2021 budget: $924,500 (-9%) 9% • $84,500 , 2% 9% Personal Services down - 8% • 11% 13% 10% $97,000 , 11% All other line items remain • 10% the same $100,000 , 11% 11% $623,000 , 70% 67% 67% $1,000,000 Personal Services $800,000 $600,000 Staff Travel $400,000 Consolidated Program Expenses $200,000 $- Product/Marketing /Goodwill Materials MATCH MAP MATCH ATP TOTAL (MAP) (ATP) BUDGET Trade marks 2020 2021
ASMI GLOBAL 7% Sustainability Technical Events 11% 2021 budget: $330,000 (-9.5%) • Global Evaluation Grant Required Evaluations • 35% 32% Sustainability budget -$20,000 ATP, 57% • 58% Trade show or in-bound +$5,000 match mission Revolving trade show or mission • -$14,700 match $25,000.00 , 7% $400,000 $350,000 $300,000 $250,000 $200,000 $115,000.00 , $150,000 35% $190,000.00 , $100,000 58% $50,000 $- MATCH MAP MATCH ATP TOTAL (MAP) (ATP) BUDGET 2020 2021
Retail Merchandising $22,461 , 3% CHINA $15,000 , 2% Trade Shows $45,000 , 5% Consumer Trade HRI 2021 budget: $989,461 (-25%) • Trade PR/Advertising 11% Trade – 5% decrease • 12% $160,000 , 18% $52,000 Consumer PR , 6% 30% 36% HRI – 6% increase • Website Eliminated for 2021: • $59,000 , 7% Foodservice Promotions E-Learning Platform • $115,000 , 13% 58% Ready-to-cook/eat Meal • 53% $90,000 , 10% Chef Seminars Promotion LED Billboards • Training School Program $1,400,000 $106,000 , 12% Chef Competition $100,000 , 12% $1,200,000 2020 Trade Seminars 2.0 $1,000,000 $105,000 , 12% $800,000 Offline-to-Online Product Showcase Promotion $600,000 $400,000 Proportionate Budget Percentage Change $200,000 -4% Retail Merchandising 2% $- 2% MATCH MAP MATCH ATP TOTAL Training School Program 2% (MAP) (ATP) BUDGET 3% Trade Shows 4%
E-learning App WeChat -over a billion monthly users Weibo The goal is 1 billion exposures and 80,000 clicks on Weibo and 120,000 clicks on WeChat. 200,000 clicks total.
JAPAN Retail Merchandising Consumer Trade HRI 2021 budget: $1,196,260 (-16%) • Consumer PR 11% 6% of the budget decrease is 25% • 13% 18% $15,000 , 2% from: $12,500 , 2% Foodservice $25,000 , 3% Promotions ASMI Roe Product Promotions • $30,000 , 4% Trade Shows ASMI Video Assets • $35,000 , 4% Largest hit is Consumer • 69% Consumer Promotions Demographic Outreach 64% Largest increase is Consumer • $45,000 , 6% Video Assets $290,000 , 37% Promotions $55,000 , 7% Trade PR/Advertising $1,500,000 $58,760 , 7% 2020 2021 Digital Creative Trends $1,250,000 $1,000,000 Roe Product $90,000 , 12% $750,000 Promotions $124,000 , 16% $500,000 Consumer $250,000 Demographic Outreach $- Website MATCH MAP MATCH ATP TOTAL (MAP) (ATP) BUDGET
NORTHERN EUROPE 16% 2021 budget: $1,153,142 17% • (-3%) 41% Retail $40,791 , 5% 49% Digital Creative Trends is Merchandising • $7,000 , 1% now Digital Assets Digital Assets $50,067 , 6% 35% 42% Consumer PR $1,400,000 $1,200,000 Consumer Trade HRI 2020 $80,500 , 9% Foodservice $1,000,000 $255,534 , 29% Promotions $800,000 $600,000 Consumer $100,000 , 11% Advertising $400,000 $200,000 Trade $- PR/Advertising $210,000 , 23% $147,250 , 16% MATCH MAP MATCH ATP TOTAL (MAP) (ATP) BUDGET Foodservice PR/Advertising Proportional Budget Percentage Change Website Digital Assets 7% Retail Merchandising 2% Consumer Advertising -1% Foodservice PR/Advertising -1% Consumer PR -1% Digital Creative Trends -8%
NORTHERN EUROPE 2021 budget • without Digital Retail Merchandising $7,000 , 1% Assets $40,791 Consumer PR , 6% $943,142 • $50,067 , 7% Foodservice Promotions Consumer Advertising $255,534 , 37% $80,500 , 12% Trade PR/Advertising Foodservice $100,000 , 15% PR/Advertising Website $147,250 , 22%
Retail Merchandising WESTERN EUROPE $14,000 , 3% $20,000 , 4% Consumer PR $30,000 , 5% 2021 budget: $705,202 (-38%) • Eliminated “Find Your Supplier” $22,000 , 4% Trade PR/Advertising • SEG moved to SEU • Foodservice Promotions $29,622 , 5% $185,000 , 34% Trade Shows $30,000 , 6% $1,400,000 New Media Ambassador $67,000 , 12% $1,200,000 2020 Online Chef Tutorials 2021 $1,000,000 Consumer Trade HRI $77,580 , 14% HRI Trade shows $800,000 $72,000 , 13% 20% 25% Chef Seminars $600,000 12% 14% $400,000 Website $200,000 Proportion Percentage Budget Change Trade Shows -31% $- “Find Your Supplier” System -4% 74% Foodservice Promotions 4% 55% Trade PR/Advertising 4% Consumer PR 5% Retail Merchandising 11%
Retail Merchandising CENTRAL EUROPE Consumer Trade HRI $2,000 , $16,876 , 3% Consumer PR 0% 2021 budget: $699,876 (-7%) • $25,000 , 5% 15% Eliminated Seafood University Trade PR/Advertising 23% • $28,000 , 5% 13% 18% (complete) Foodservice Promotions $30,000 , 6% $153,000 , 29% Trade Shows 69% Online Marketing Tools $45,000 , 9% $1,000,000 62% HRI Trade Shows $800,000 $65,000 , 13% 2020 2021 $80,000 , 15% Chef Seminars $600,000 Website $400,000 $78,000 , 15% Processor Information Kits $200,000 Proportion Budget Percentage Change $- Processor Information Kits -7% Seafood University -5% Online Marketing Tools -1% Retail Merchandising 3%
Influencer Workshop with Friedrichs Influencers checked the raw materials and learned how to identify quality seafood and the differentiation between wild salmon from farmed fish. They worked with the product in Friedrichs’ facility creating their own versions of the traditional smoked sockeye salmon. 66 posts with content about Alaska Seafood and Friedrichs, reached an audience of 34.9 million.
Trade HRI SOUTHERN EUROPE Trade Shows 20% Retail Merchandising 2021 budget: $1,172,270 • 33% (+47%) $11,000 , 2% $25,000 , 4% HRI Trade Shows Trade increase from 67% to $25,000 , 4% • 80% 67% Trade PR $27,000 , 5% $86,000 , 15% Seafood Expo Global – • $28,000 80% Trade Advertising , 5% Barcelona Chef Seminars $1,400,000 $31,000 , 6% $124,000 , 22% Foodservice Promotions $1,200,000 $98,763 , 17% $1,000,000 New Retail Platforms $800,000 Chef/Trade Immersion & E- $116,000 , 20% immersion $600,000 Website $400,000 Proportion Budget Percentage Change $200,000 Trade Shows 28% $- New Retail Platforms -3% Chef/Trade Immersion & E-immersion -4% Trade PR -4% Retail Merchandising -5% HRI Trade Shows -5% 2020 2021
Gastronóma Valencia HRI Trade Show, Valencia November 10-12 Como Como Festival, Barcelona, November 30, 2019 Forum Gastronomic 2019, Barcelona • November 18-20, 2019
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