Marketing Canadian Lobster to the World

Prepared by Argyle Communications Inc. 2 Introduction: The Power of Generic Marketing

Generic Marketing: What it Achieves Prepared by Argyle Communications Inc. 3 Promote a sector or industry Complement members’ marketing efforts Build awareness of key product attributes Generate demand to drive sales Expand awareness in new markets Respond to industry issues GOAL: Build Long-term Value and Growth

Generic Marketing In Action Prepared by Argyle Communications Inc. 4

Return on Investment: Canadian Beef - 9:1 USA Beef - 5.5:1 Australian Dairy - 3:1 Quebec Strawberries - 6:1 U.S. Potatoes - 5:1 Washington Apples - 7:1 Atlantic Blueberries just increased their levy Prepared by Argyle Communications Inc. 5 Proven Results

Investment quadruples Harvesters – receive approximately 75% of market prices: Price increases compensate for investment Shoreside – Margins increase when prices increase Levy Funding: How You Benefit 6 Harvesters/Fishers Invest $.01/lb 30,000 lb x $.01 = $300 Buyers/Shoreside Match investment $300 x 2= $600 Federal Agri-Funding 1:1 matching $600 x 2 = $1,200

Lobster Council of Canada’s Role From the Report of the Maritime Lobster Panel, November, 2013: “The Panel’s message is that marketing is extremely important, that it works, and that the LCC is well positioned to move ahead with a Generic Marketing and Promotion Initiative, which must be properly guided, supported and financed.” Prepared by Argyle Communications Inc. 7

8 Recommendations: Marketing Canadian Lobster to the World

WHY: Purpose and Rationale Insights from industry research: Processed and Live Products are different – overall message is the same: The best lobster in the world comes from Canada Prepared by Argyle Communications Inc. 9

WHY: Purpose and Rationale Prioritize target audiences and regions (due to amount of money available) Complement industry and provincial promotional programs Develop flexible, customizable tools Focus on education (tell brand story) Prepared by Argyle Communications Inc. 10 How we succeed: Strategic Focus

Goals and Objectives Goals: 1.Position Canadian lobster as the best in the world based on Canadian brand pillars: 2.Establish value based on quality, not just price 3.Increase awareness and demand for Canadian lobster Prepared by Argyle Communications Inc. 11 -Food safety -Sustainability -Traceability -Versatility -Flavour -Quality -Consistency -Wild -Pristine natural environment -Collaborative -Genuine -Independent

Goals and Objectives Objectives: 1.Increase selling prices in market 2.Build target audience awareness and industry adoption of Canadian Lobster brand 3.Increase intent to purchase Canadian lobster 4.Reinforce Canadian lobster quality Prepared by Argyle Communications Inc. 12

WHO: Target Audiences Prepared by Argyle Communications Inc. 13 Harvesters Shore Dealers Processors Live Shippers First Nations Buyers Government Foodservice Chefs/Restaurants Cruise/Casino Grocery/Seafood Retailers Seafood Brokers/Distributors Current consumers of lobster (frequent or occasional users) Some will use it in cooking (live or processed) others will select it at restaurants CONSUMERSTRADEINDUSTRY

WHERE: Target Countries 14 CANADA: Focus on trade and consumer audiences UNITED STATES: Focus on trade audiences only CHINA: Short-term focus on trade audiences; future focus on consumers HONG KONG: Short-term focus on trade audiences; future focus on consumers SOUTH KOREA: Short-term focus on trade audiences; future focus on consumers BELGIUM, FRANCE, GERMANY, UNITED KINGDOM, SPAIN: Focus on trade audiences

WHAT: Strategic Approach Prepared by Argyle Communications Inc. Rally around strategy and promote the Canadian brand Benefit from local experts, feet-on- the-street in key regions Pull marketing Educate with a focus on usage and quality (processed & live) Push marketing Educate about quality and usage Share industry stories (processed & live) Reach and Influence Trade Audiences Reach and Influence Consumer Audiences Partner with Experts in Target Regions Unite Industry Stakeholders 15

HOW: Trade Tactics Website & Search Engine Optimization Food service education programs Special event support materials Chef ambassador programs Trade information materials Inbound missions (e.g. chefs + media) Trade electronic newsletter Webinars Issues preparedness Prepared by Argyle Communications Inc. 16

HOW: Consumer Tactics Website Educational tools (distributed through trade) Social media – phased-in approach Media outreach in select markets Online sales – potential in select markets Prepared by Argyle Communications Inc. 17

HOW: Partner with Experts Consider securing local expert support for program execution in: – North America – China – Hong Kong – South Korea – European Union Prepared by Argyle Communications Inc. 18

HOW: Unite the Industry Showing levy dollars at work through measured results reporting: Annual marketing meeting LCC marketing committee oversight Industry e-newsletter Annual progress report Ongoing program evaluation Five-year sunset provision Prepared by Argyle Communications Inc. 19 INDUSTRY ACTION Your levy at work

WHEN: Year One Timeline Prepared by Argyle Communications Inc. 20 AudiencePush/PullKey Activities TradePushBuild foundational trade materials TradePushOffer inbound mission (chef + media) TradePushBegin foodservice education programs AllN/AIdentify regional marketing partners AllPushIdentify and train chef ambassadors AllPullDevelop and launch website ConsumerPullLaunch select social media platforms ConsumerPullEstablish domestic media outreach plan IndustryN/ADistribute industry updates and reports IndustryN/AEvaluate program results Budget: $1.0 to $1.5 million

WHEN: Year Two Timeline Prepared by Argyle Communications Inc. 21 AudiencePush/PullKey Activities TradePush Build momentum on trade programs TradePush Offer inbound mission (chef + media) TradePush Selectively adapt materials to reach priority geographic markets AllPush Utilize chef ambassadors in trade and consumer programs ConsumerPull Launch additional social media platforms; maintain and grow existing channels ConsumerPull Continue domestic media outreach initiatives IndustryN/A Distribute industry updates and reports IndustryN/A Evaluate program results Budget: $1.5 to $2.0 million

WHEN: Year Three Timeline Prepared by Argyle Communications Inc. 22 AudiencePush/PullKey Activities TradePush Build momentum with trade by expanding programming in select regions TradePush Offer inbound mission (chef + media) TradePush Selectively adapt materials to reach additional priority geographic markets AllPush Utilize chef ambassadors in trade and consumer programs ConsumerPull Launch additional social media platforms; maintain and grow existing channels ConsumerPull Continue domestic media outreach initiatives and expand to select international markets IndustryN/A Distribute industry updates and reports IndustryN/A Evaluate program results Budget: $2.0 to $2.5 million

EVALUATION: Measuring Results Program to be regularly measured and evaluated Price increases (live and processed product) Improved purchase intent Communications effectiveness – Media outcomes (quality and quantity) – Social media outcomes – Reputational outcomes Other pre-determined criteria Prepared by Argyle Communications Inc. 23

The best lobster in the world comes from Canada It is time to share this message with the world by working together and implementing a strategic generic marketing campaign.