2010 fall italian/columbus day retailer opportunity concepts and designs in this proposal are the...
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2010 Fall Italian/Columbus Day Retailer Opportunity
Concepts and designs in this proposal are the property of Streetmarc Advertising and Marketing LLC
Italian/Columbus Day Promotion
Opportunity:
Italian cuisine is the #1 choice of American consumers and it’s the reason why so many Italian festivals, fairs, parades and other events are celebrated, particularly during the months of September and October. The highlight of this time frame is Columbus Day, a celebration that attracts not only Italian-Americans but many other consumers who enjoy the Italian culture and cuisine
Strategy:
Leverage the interest in all things Italian by promoting classic, delicious Italian veal dishes via an integrated campaign with a range of media, in-store elements and event presence
Position veal as the official dish of Italian/Columbus Day celebrations (as turkey is to Thanksgiving) and encourage home cooks to celebrate the holiday by making veal dishes for friends and family
Provide our retail partners with proven marketing tools to help promote the celebration and drive sales of veal
Promotion Elements
This promotion will feature a range of proven tactics to increase awareness,capture attention and drive traffic and sales at grocery stores
TV Commercials- will generate awareness for veal and motivate consumers to prepare veal dishes at home
Presence on local TV and other websites – program will be on the promotion page of TV and partner websites, plus other consumer and food websites
Consumer promotion – an exciting sweepstakes prize to attract attention
Corner Recipe Labels– corner recipe labels feature a veal recipe and sweepstakes information
VealMadeEasy.com goes Italian – website will feature custom content, recipes, sweepstakes entry and partner product/brand content integration
Press mentions, E-Newsletter, social media – press releases sent to consumer and trade publications; newsletter with recipes and coupon; viral campaign to generate word of mouth
Columbus Day event presence – signage, sampling and other activities TBD
Promotion Detail
Media Campaign
TV and Other Media advertising: TV spots will air in top markets with
large Italian population/influence and Italian festivals/Columbus Day celebrations: New York City, Boston/New England, Philadelphia, Washington D.C. and more
Banner ads on selected consumer food and promotion sitesTotal TV-Online impressions:15,000,000+
Consumer Sweepstakes: Grand Prize-Trip To Italy
− Runner up prizes including cookware and free grocery gift cards
TRIP TO ITALY
Retail Support
Retail Support Materials:
FREE corner recipe labels feature a delicious and easy veal recipe
Columbus Day art available for retailer ads
Customized ad slicks for your chain
Customized ad slicks
On-Pack recipe labels
VealMadeEasy.comWebsite
Website
VealMadeEasy.com will be the destination for home cooks looking for Italian/Columbus Day ideas, recipes, meal suggestions, and product information
Website also features the Sweepstakes entry page, and includes opt-in box for e-newsletter
Press Releases, E-Newsletter
Product mention in press releases, blogs, plus E-Newsletter to 10,000 consumers
PR, E-Blast and Social Media
Press releases to trade and consumer media, both print and online
E-Newsletter/E-Blast sent to 10,000 opt-in consumers with recipe, partner offer (coupon, rebate) and links to websites
Social media to generate word of mouth interest in recipes and to drive traffic to site for sweepstakes entry
Event PresenceNew York City
NYC Columbus Day EventThe largest in the worlddrawing over 1 million spectators
Presence on site at eventRecipe cards handed outVeal sampling
Other Italian Events
TBD
Retailer Participation
You will receive:
• Free On-Pack Recipe Labels: Each store receives one roll of corner or rectangle recipe labels (500 per roll)
• Free ad slicks: Columbus Day art, recipe information and product shots available for your ads
• Website Feature: Your website linked from the Veal Made Easy website
• Consumer offer: You can advertise the Trip To Italy Sweepstakes contest in your ads
• Sales increase: This promotion will help drive sales of veal during the promotional period
Partner Participation
Here’s what we ask from you:
• Feature ad: Run an ad for veal during the promotional period, September 15 - October 15 including The Beef Checkoff logo
• On-Pack Recipe Label: Place recipe labels on veal during the promotion period
• Link from your website: Provide link to Veal Made Easy website• Sales data: Provide the NCBA with sales data during the
promotional period. This data is kept strictly confidential for internal use only
Summary
The 2010 Italian/Columbus Day Promotion will:
Motivate home cooks to prepare Italian-style meals with veal and your product
Generate a high level of consumer excitement via the sweepstakes, media, online and event presence
Deliver mass media exposure for veal Drive traffic and sales at grocery stores nationwide Offer a portfolio of customizable marketing and merchandising
materials Lay the groundwork for an annual promotion that will grow each year
and make veal the official dish of Columbus Day Promotion runs September 15 - October 15, 2010
Columbus Day is October 11, 2010
Sign up by May 31, 2010 (Free Recipe Labels are limited and offered on a first come, first served basis)
Contact Info
Streetmarc Advertising
& Marketing
Chris Marcocci15 Franklin Street
Westport, CT 06880
Phone: 203.341.8527
National Cattleman’s Beef Association
Allison Wenther, M.S.
Manager, Channel Marketing
(717) 449-9102 Cell