California Olive Committee 2015 Public Relations Program Recommendations

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Here’s What We Heard From You Continue momentum in the school service space Don’t abandon what’s been built in the social space and continue talking to consumers Find a way to tell a health/nutrition message Provide a menu of options to pick and choose

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget 2014 Strategic Partnerships Blogger Conference Snacking Program Test Kitchen Takeover Seasonal News Bureau Digital/Social Media Industry Relations School Service Program

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Objective Educate current and future consumers about the benefits and usage of California Ripe Olives and leverage the health and heritage aspects of California Ripe Olives to drive and increase consumption.

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Strategies Play where we have the opportunity to win Create a nutrition story Leverage key influencers to take our message to decision makers Continue talking to consumers through social media

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget 2014 Strategic Partnerships Blogger Conference Snacking Program Test Kitchen Takeover Seasonal News Bureau Digital/Social Media Industry Relations School Service Program 2015 School Service Market Consumer News Bureau Consumer Nutrition Program Digital/Social Media Industry Relations

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget School Service Program Goals Continue momentum in school service space after CIA ideation event Work to get California Ripe Olives on the USDA Buy List Gain acceptance of California Ripe Olives as a sodium reduction option

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget School Service California Ripe Olives in Schools Easy as

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Easy as umami

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget School Service Culinary Ambassadors Asset Development Strategic Partnerships Classroom Activation ++

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Culinary Ambassadors Bethany Markee Chef School “Lunch Lady” Industry Advocate Garrett Berdan Dietitian Recipe Developer Industry Leader Proposed Role with COC Participating at Industry Events Recipe Concept Development Proposed Role with COC Participating at Industry Events Recipe Development Nutrition Analysis and Messaging

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Asset Development Recipes with nutritional analysis Photography Color brochure Branded collateral for events, social media giveaways Custom label and cans for use at events Enhanced kids’ section on COC website

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Take Your Message on the Road and Into the Classroom

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Culinary Institute of America One of Two Sponsor Demos Showcase Nine Dishes Made from One Base Sponsor and Participate in 2015 Annual Conference Featured ingredient in hands-on culinary breakout sessions and student taste test panel Two Featured Dishes in Opening Reception Prominent signage throughout conference, opportunities to sample and share new collateral PLUS: Invitation to CIA National School Nutrition Advisory Council Meeting

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget School Nutrition Association Paid and Earned Opportunities Aug. Issue Editorial Focus: “Foundation” Ingredients One of Six Culinary Demos Highlight Nine Dishes Made from One Base Exhibit, Sample and Share New Collateral Participate in 2015 Annual Conference In-Market Media Utilize Garrett Berdan in SLC broadcast

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Classroom Activation Partner with California’s Ag in the Classroom program Ad in What’s Growin On? Newspaper Supplement: Reaches 1-2 million readers annually Included in top California daily newspapers: Sacramento Bee, Fresno Bee, Southern California dailies Ad to also live on California Ag in the Classroom website and CalOlive.org California Olive Fact Sheet Promoted to every school in California for curriculum inclusion Included in packet with other CA Commodities and provided to new teachers weekly Lives on California Ag in the Classroom website and CalOlive.org Classroom Sampling Direct engagement with 500+ California teachers to do in- classroom tastings Possible inclusion of farmers in the classroom

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget CONSUMER NEWS BUREAU

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget California Ripe Olive News Bureau Q1Q2Q3Q4 The Hot New Diet that is Actually More than 20 Years Old Easy as Ways to Stuff an Olive Friendsgiving Distribute release to print and online news sites focused on the benefits of the Mediterranean Diet and how olives are a big part of it Produce and distribute full- page color feature that utilizes recipes and photography from school service program Write and distribute listicle to online news sites focusing on multiple ways to stuff an olive Produce and distribute full- page color Friendsgiving feature with California Ripe Olives featured in multiple applications

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget CONSUMER NUTRITION OUTREACH

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget RD ENGAGEMENT Exhibit and sample at nation’s top dietitian conference Establish key nutrition messages Engage with online nutrition influencers

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget DIGITAL/SOCIAL MEDIA

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Digital: Ongoing Website Management Continue to utilize CalOlive.org as a hub for consumers and industry members Ongoing updates to include new recipes and content Revamp of “Cooking for Kids” section to include newly developed assets

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Social: Maintenance and Growth of Social Media Properties Continue to engage consumers on Facebook, Pinterest and Twitter Post multiple pieces of content per week across all social channels Grow fan base Engage followers through seasonal promotions and giveaways Utilize blogger partnerships to drive new fans to the page

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Social: Bloggers as Content Creators Activate multiple blogger activations in 2015 to produce new content and consumer engagement Leverage blogger content to drive awareness and traffic to California Ripe Olives social properties including social promotions running at the same time Utilize assets created beyond promotion

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Social: Quarterly Blogger Activation Q1Q2Q3Q4 Flavors of the Mediterranean Easy as 1-2-3Just Stuff It!Friendsgiving Create and share recipes featuring Mediterranean flavors with a nod toward the Mediterranean Diet Share concept with bloggers and invite them to share their favorite black ripe olive/ tomato/garlic creations Complement news bureau with a blogger campaign focused on stuffed olives Ask bloggers to create and share Friendsgiving recipes using California Ripe Olives

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget INDUSTRY RELATIONS

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Industry Relations Industry newsletters Strategic counsel

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget MEASUREMENT

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget Measurement 2015: ESTABLISH BASELINE2016: GATHER DATA2017: GATHER DATA & ANALYZE FINDINGS Comprehensive three-year California Ripe Olives Usage & Attitude Study Survey 1,000 consumers and 100 school service professionals to achieve representative sample of data Professional research team will craft survey to achieve meaningful findings

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget BUDGET

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget $800,000 School Service ProgramCulinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom Consumer News BureauQuarterly online and print releases Consumer Nutrition ProgramRD in-person engagement and online program Digital/Social MediaWebsite management, Facebook/Twitter/Pinterest management, quarterly blogger programs Industry RelationsIndustry newsletters, ongoing counsel MeasurementYear one of usage and attitude study Account ManagementDaily account management and counsel

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget $600,000 School Service ProgramCulinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom Consumer News BureauQuarterly Two online and print releases Consumer Nutrition ProgramRD in-person engagement and online program Digital/Social MediaWebsite management, Facebook/Twitter/Pinterest management, quarterly two blogger programs Industry RelationsIndustry newsletters, ongoing counsel MeasurementYear one of usage and attitude study Account ManagementDaily account management and counsel

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget $400,000 School Service ProgramCulinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom Consumer News BureauQuarterly Two online and print releases Consumer Nutrition ProgramRD in-person engagement and online program Digital/Social MediaWebsite management, Facebook/Twitter/Pinterest management, quarterly two one blogger program Industry RelationsIndustry newsletters, ongoing counsel MeasurementYear one of usage and attitude study Account ManagementDaily account management and counsel

Introduction 2014 Overview Objective Strategies 2015 Program School Service Consumer News Bureau Consumer Nutrition Program Digital/ Social Media Industry Relations Measurement Budget $800,000$600,000$400,000 School Service Culinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom School Service Culinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids, SNA Conference and Media, Ag in the Classroom School Service Culinary Ambassadors, Asset Development, CIA Healthy Lives/Healthy Kids Consumer News Bureau Four online and print releases Consumer News Bureau Two online and print releases Consumer Nutrition Program RD in-person engagement and online program Digital/Social Media Website management, Facebook/Twitter/Pinterest management, four blogger programs Digital/Social Media Website management, Facebook/Twitter/Pinterest management, two blogger programs Digital/Social Media Website management, Facebook/Twitter/Pinterest management, one blogger program Industry Relations Industry newsletters, ongoing counsel Industry Relations Industry newsletters, ongoing counsel Industry Relations Industry newsletters, ongoing counsel Measurement Year one of usage and attitude study Measurement Year one of usage and attitude study Measurement Year one of usage and attitude study Account Management Daily account management and counsel Account Management Daily account management and counsel Account Management Daily account management and counsel

California Olive Committee 2015 Public Relations Program Recommendations