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BrandingCommunicationsPR
PRESENTED BY THE BUTIN GROUP© 2013 The Butin Group. All rights reserved.Confidential and proprietary.
Overview• Introduction: About The Butin Group
• Branding:Our ExpertiseHow We Would Work TogetherQ&A
• Public Relations: Our ExpertiseTaking WFF to the Next LevelQ&A
About The Butin Group• We’re a full service marketing communications and PR agency
• Specialties:Food & BeverageTravel & LeisureLifestyle & Consumer Brands
• Expertise:Branding StrategyContent Strategy Interactive Media Reputation and Perception Management Influencer and Media RelationsCrisis Communications
A Distinguished DifferenceWhat sets us apart?
100% female owned businessProven foodservice expertiseClear and measurable resultsReasonable ratesLimited partnerships
Your Team
Mary Butin Phil Tardif Jeff Ashby Mary Eva Tredway Catherine Denham
Katie Williamson Kari Nagel Patrick & Steffi Berry
Leslie CrewsAmanda Fortune
INNOVATION ● REPOSITIONING ● EXPANSION
BRAND EXPERIENCE
The Problem:
• People consume far more beef, chicken and pork than the #1 selling seafood in America – Shrimp
• Newly formed Shrimp Council needed a brand and an integrated marketing strategy to spur sales
Our Solution:
• Created comprehensive brand identity package
• Educated consumers re: shrimp benefits
• Dispelled price/cholesterol myths
INNOVATION: The Shrimp Council
Results:
• Overall consumption per-capita has gone up
• We’ve raised awareness through 4 year national public relations and social media campaign
• Large national brands have sought to co-brand with shrimp to drive sales
INNOVATION: The Shrimp Council
The Problem:
• Georgia is investing $300 million in a state-of-art ocean-front convention center, beach village and flagship hotels on Jekyll Island to drive state tourism.
• Current brand needs to be repositioned to overcome perception that island is a dated, run-down state park with little-to-no amenities or offerings.
Our Solution:
• Execute integrated “Revitalization” branding campaign to showcase all new offerings available on Jekyll island
• Create inspiring tag line and promotion “Take Me There!”
REPOSITIONING: Jekyll Island
Results:
• More than 200 meetings booked through 2016 ($40 million in revenue for local economy)
• National news influencers have visited and spotlighted Jekyll as a premier destination
• Tide of public opinion beginning to shift
REPOSITIONING: Jekyll Island
The Problem: • Client established a brand mark based on two wine labels.• No umbrella brand mark existed to allow for line extensions
Our Solution:
• Create umbrella brand platform to encompass two successful products, yet allow for continued growth.
EXPANSION: Good Girl/Wild Girl
Results:
• Successful branding drove significant distribution with key customers
• Brand experienced 233% sales growth in one year
EXPANSION: Good Girl/Wild Girl
BRANDING PROCESSHOW WE WILL WORK TOGETHER
UNDERSTAND ● CREATE ● ACT
What We Heard: YOUR GOALS
Recognition as the Premier and “Must Join” leadership development authority
serving the foodservice industry
Participation of 100,000 active members by 2020
UNDERSTANDThe intersection of
knowledge is the key to
unlocking the fullest
brand potential for
WFF
Purpose Perceptions
Opportunities
UNDERSTAND
Purpose
Perception
Opportunities
Clarity of purpose (expectations) How you’re perceived (perception) What your opportunities are competition)
Complete understanding of brand potential
OUR PROCESS FOR GARNERING INSIGHTS
Partner with corporate
psychologist
Engage in discussions(members & potential members)
Actively listen
Seed and reinforce
WFF value
Review existing data and insights
CREATE• Leveraging insights, fashion two compelling marks/images
• Test them against each other in a controlled environment
• Determine direction
ACT• Build brand identity, including: • Final logo design• Colors• Tagline• Positioning Statement• Brand Promise• Reasons to Believe• Key Messages• Naming convention for Portfolio of Leadership
Development Products and Tools by leadership levels
• Organization Name (in consideration)
• Begin implementing campaign
BRANDING QUESTIONS?
PUBLIC RELATIONSEXAMPLES OF EXPERTISE
Protect and enhance
reputations
We LOVE PR!
Grow loyalty and interaction
Engagewith thought
leaders+ +
WHY WE LOVE PR
Public Relations
“Part of the reason why PR is so cost-effective is because it cuts to the heart of the matter. It is targeted at those whose opinions command respect, and that respect underpins the credibility of the message.” -- Mandy de Wall, Public Relations News
Social Media
“How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?” – Seth Godin, Seth’s Blog
PUBLIC RELATIONSEXAMPLES OF EXPERTISE
The Problem:
SeaPak had a strong shrimp heritage and excellent taste profile, but little-to-no consumer awareness or brand recognition. In 2005, it needed to increase distribution and market share.
The Solution:
Created an integrated, multi-channel communications and content strategy to build recognition, engagement and loyalty
BRAND: SeaPak Shrimp & Seafood Co.
Results:
• Eight years later, brand is current category leader for frozen, specialty shrimp
• Consumer awareness has increased exponentially due to continuous national exposure and endorsements
• Successful social media integration:• First frozen seafood brand on Facebook; 87,000 engaged
fans sharing insights and buying our products
BRAND: SeaPak Shrimp & Seafood Co.
The Need:
Leverage local PGA Tour Event to position the Golden Isles as the premier golf and tourist destination in America
Our Solution:
• Use Golf opinion leaders to support our message: Create Golden Isles “Dream Team”
• Spotlight our beautiful area visually: Provide free and unrestricted video to Golf Channel (become their solution)
• Ask Davis Love, Ryder Cup Captain, to share why he “lives and plays in Golden Isles”
EVENT: The McGladrey Classic
EVENT: The McGladrey ClassicResults:
• Recognized as a premier golf destination by NYT and USA Today
• Secured participation of 6 celebrities in the Pro-Am, resulting in more than 1.4 million Twitter impressions
• Golf Channel chatter about the Golden Isles • 10 minutes; more than a $200k value
Tim RosaforteGolf World
Gary Williams Jim CantoriGolf Channel Weather Channel
DESTINATION: Sea IslandThe Problem:
• One of the most historic hotels in country – visited by kings, queens and presidents, was torn down. They did it because it was build pre-depression and it couldn’t meet five star standards.
• They needed an agency to help overcome strong negative perceptions, secure positive accolades, and drive visitation
Our Solution:
• Issued pipeline of stories spotlighting “re-birth of an icon”
• Secured stamp of approval and exclusive coverage from premier global authority on design and interiors:
Architectural Digest
DESTINATION: Sea IslandResults:
• Resort achieved 5-Star status
• Secured strategic seven page PR spread in Architectural Digest ($600K value)
• Increased occupancy levels in the new hotel
• Secured endorsements from elite luxury travel media
PR IDEATIONTAKING WFF TO THE NEXT LEVEL
Our WFF PR Approach
Top of MindInitiatives
25th
Anniversary
Content Strategy
Content Strategy
Leadership Development
Competence
Content Connections
Conversations
• Build on the success of the established three C’s by adding a new one – CONVERSATIONS!
• Positions WFF as the true industry thought leader by driving debates and conversation and compelling others to join the discussion
Perception
• Demonstrates WFF’s authority as the conversation leader for the 2nd largest private industry employer in the U.S.
Reputation
• Sparks awareness and debate at every level – driving notoriety for WFF as the “conversation starter”; giving partners something to discuss internally
Awareness
Why a New “C”?
Reputation Perception
Awareness
Conversations
Become a conversation leader in the foodservice industry by:
o Generating content that’s conversation worthy
o Participating in existing conversations about industry trends and topics
o Showcasing WFF as the largest leadership development organization serving the foodservice industry
Content Strategy: How?
Advancing Women Leaders Blog
Modify existing blog as the core content portal to host information and perspectives
that positionS WFF as the premier leadership development resource
serving the foodservice industry –
through highly shareable, shorter, quicker reads
Our Inspiration
Advancing Women Leaders Blog
The Leading Edge
Developing Leaders
Organizational Readiness
Innovation & Strategy
Words of Wisdom
25 Faces
Participate in
Conversations
Participate in the Conversation:Marketing to Millennials
The Millennial Generation
• The largest and most influential generation since the Boomers
• Number more than 80 million
Supporting Touch Point:
@National Restaurant Association sounds off on marketing to millennials: confident, optimistic, self-expressive multi-taskers raised on cell phones and the web with significant spending power. http://bit.ly.125
Participate in the Conversation:Marketing to Millennials
Participate in the Conversation:
How to reach the largest and most influential audience since the boomers. #millennial @WeRRestaurants http://bit.ly.125
Supporting Touch Point:
Marketing to Millennials
Participate in the Conversation:Marketing to Millennials
Supporting Touch Point:
Jamba Juice SVP & CMO Julie Washington pens Innovation & Strategy post about how Jamba Juice is paving its way to becoming the millennial brand. Post cites stats shared in NRA article, “Generation Now: Marketing to Your Millennial Audience.”
Supporting Touch Point:
How Jamba Juice Became “It” Brand Among MillennialsJamba Juice SVP & CMO Julie Washington shares how the leading restaurant retailer of better-for-you food and beverage offerings is well on its way to becoming the quintessential Millennial brand. [link to “Letters”]
Participate in the Conversation:Marketing to Millennials
Supporting Touch Point:
Forty percent of all 18-24-year-olds, a core segment of the
Marketing to Millennials
millennial population, savored a smoothie during the past month. Are smoothies a key ingredient to your organization’s success?
Participate in the Conversation:
@Jamba Juice Product Preference: Do you go bananas for berries or kookoo for carrots?
Supporting Touch Point:
Marketing to Millennials
Participate in the Conversation:
Orange Carrot KarmaBanana
BerryVS.
Generate Conversation:
Empowering Entrepreneurs
Empowering Entrepreneurs
Charlotte Oades, Global Director of Women’s Economic Empowerment, The Coca-Cola Company, writes Developing Leaders post about Coke’s 5by20 initiative to empower 5 million new women entrepreneurs by 2020.
Generate Conversation:
Supporting Touch Point:
@Coca-ColaCo Oades explains #5by20 #DevelopingLeaders [link to Oades post on “Letters”]
Empowering Entrepreneurs
Generate Conversation:
Supporting Touch Point:
Studies show that women are much more likely to reinvest their income
Empowering Entrepreneurs
on food, education and healthcare for their children and their families. The Coca-Cola Company’s Charlotte Oades speaks out about Coke’s 5by20 initiative to empower women. [link back to Letters]
Generate Conversation:
Supporting Touch Point:
#FunFact: Women control $20 trillion in spending worldwide, representing an economic impact larger than the U.S., China and India combined. #5by20 @Coca-ColaCo http://bit.ly.125
Empowering Entrepreneurs
Generate Conversation:
Words of Wisdom from Muhtar Kent, Chairman and CEO, @The Coca-Cola Company
Supporting Touch Point:
Empowering Entrepreneurs
Words of Wisdom from Muhtar Kent, Chairman and CEO, @The Coca-Cola Company
Words of Wisdom“Working with and investing
in women is one of the most powerful ways to spur sustainable economic growth and development.” - Muhtar Kent, Chairman and CEO of The Coca-Cola Company
Generate Conversation:
Top of Mind ApproachCreate 16-month communications strategy
• Promote WFF “news bureau” – tell share your stories!
• Identify story opportunities via editorial calendar research
• Offer WFF leaders and members as industry spokespeople and “conversation starters” at prominent leadership conferences, in news media and at special events
• Consider national media tours to discuss business challenges and women leadership in America; sponsored by WFF
25th Anniversary Contest
25 Faces for 25 Years• Celebrate the heritage of WFF by recognizing 25 exemplary leaders,
from any level within an organization
Functionality• Create a micro-site where members or non-members can nominate
a leader of their choice
Incentive• Each of the 25 winners and their nominators will be honored at a
private, high-end networking event, featured by WFF and publicized to media
PUBLIC RELATIONS QUESTIONS?
