COEX2015

Chair: Mike Cannon Vice Chair: David Rizley

“Providing our Member Community and industry partners the opportunity to enhance the consumer’s enjoyment of the foodservice choice”

IFMA Vision

“Enabling our Member Community to focus on critical issues affecting their businesses and the industry”

IFMA Mission

IFMA 2020 Strategic Imperatives

Enhance Value

of Consumer Foodservice Choice

Consumers

Operators

Members

Focus Supporting Initiatives

Create New Consumer-Driven View of Foodservice Landscape

Create Actionable Insights & Best PracticesCo-Create Value with Operators Through

Demand-Creationand Supply-Chain

Improvement Efforts

Enable Members to Excel Given the New Basis of Competition

Drive Learnings through Connectivity Forums-Presidents Conference-COEX-Marketing & Sales Leaders Forum-Gold & Silver Plate- Fundamentals

-Operator Forums-Strategic Issues Series-Small/Mid Size Business-Washington Insights-Website

-Consumer Planning Program-Operator Collaboration Model-Foodservice Category management-Foodservice Navigator-Performance Benchmarking-GS-1

-Foodservice Landscape-Foodservice Insights Library

-Industry Adoption Plan Champion Industry-Wide Effort to Improve Consumer Choice

Center of Insights

Insights that drive strategy & execution

Center of Best Practices

Proven foodservicebest practices

Center of Connectivity

Connect to share, learnand executeConsumer Planning Program

C - S. Marshall VC – P. Gere

Performance BenchmarkingC – B. Shanley VC - TBD

Small/Midsize BusinessC - M. Cannon VC - B.

McClellan

FSnavigatorC - D. Davis VC - R. Kirkpatrick

FS New View of IndustryC - D. Allison VC - R.

Hepponstall

Category ManagementC – R. Ferranti VC – J. Bybel

GS1C - B. Shanley VC - L. Oberkfell

Center of Innovation ExcellenceC - TBD VC - TBD

SCOREC - L. Kimura

Educational FoundationC – K. Schartner VC - J. Flood

Operator Collaboration ModelC - K. Delahunt VC - D. Davis

Gold & Silver PlateC - F. Graves VC – R. Hepponstall

Presidents ConferenceC – J. Bybel VC – P. Miele

COEXC - M. Cannon VC - D. Rizley

Operator ForumsC - K. Schartner VC – TBD

Marketing & Sales Leaders Forum C - TBD VC –

P. Gere

Strategic Issues SeriesC - J. Green

Foodservice FundamentalsC – J. Green

Centers of Excellence2014 COMMITTEE LEADERSHIP

Washington InsightsC - B. McClellan VC – TBD

MembershipC – TBD

VC – TBD

BOARDLEADERSHI

P

AuditC – B. Shanley

VC – K. Delahunt

Compensation

C – L. KimuraVC – R. Ferranti

AwardsC – R. Ferranti

VC – TBD

Strategic Plan

C – L. Kimura

GovernanceC – L. Kimura

VC – R. Ferranti

Objective:

Carry on the growth of the COEX brand through continued improvement of content that is both relevant and actionable…“By Operators for Operators”

Drive operator attendance

Positioning Statement:

For chain operators, seeking business building insights and

personal connections with leading manufacturers, COEX is the

highest value forum in the industry

(target) (need)

(point of differentiation)

COEX

Nelson Griffin Red Lobster Co-ChairCarl Howard Fazoli’s Co-ChairLynne Wildman Logan's Roadhouse Co-Chair Charity Anderson Logan’s RoadhouseMark Avery Applebee'sDonette Beattie Culver’s Steve Brooks Tumbleweed GrillKeith Brunell Maggiano’sLane Cardwell Cardwell HospitalityKasey Christensen Arctic Circle RestaurantsRich Dillon Dillon’s KC BBQ RestaurantsGlenn Douglas Noodles & CompanyDan Drummond Bar LouieJohn Fitchett Zinga Frozen YogurtPhil Friedman Salsarita

Steven Grover The Steak 'n ShakeSusan Harrison Capriotti’s Sandwich ShopStephanie Hoppe Red RobinJohn Inwright WQSCCJeffery Jablow Cheeburger CheeburgerBarbara Kaiwi Hard Rock International Brian Kolodziej Chic-fil-AKerry Kramp Sizzler USA Inc.Don Laskey Which Wich Kyle Lindelof Brinker InternationalPaul Mangiamele Bennigan’sMatt Riddleberger Firehouse of AmericaRachel Rushing Dave & Buster'sTom Scalese East Coast Wings & GrillScott Taylor Last In ConceptsPatrick Walls Capriotti's Sandwich Shop

Operator Committee Members

COEX

Mike Cannon Surlean Chair

David Rizley SCA Tissue Vice Chair

Laura Chute Custom Culinary Inc.

Diana Duddy Sweet Street Desserts

Elisa Guisti Maple Leaf Frozen Bakery

Mike Hamblin Advantage Waypoint

Greg Hickey The Original Cakerie

Jon Holt Neil Jones Food Company

Brad Kirk Lyons Magnus

Kevin Kuhn Southeastern Mills, Inc.

Stephanie Lind Kerry Ingredients and Flavours

Jeff Pierce Kagome

Michael Rosser Dole

Mike Rutt North Dakota Pasta Growers

Mike Sokol Sargento

Mark Taylor Fischer Paper Products

John Lehmann IFMA Liaison

COEXIFMA Committee Members

Goals: • Attendance Revenue: $ +%

• Sponsorship Revenue: $ +%

• Distributor Attendance: +%

• Operator Attendance: 100

• Broker Attendance: +%

• Total Paid Attendance: +%

Strategies: • Establish committee to set direction and support execution

• Build off 2014 program and “Foodservice 2020 Strategic Imperatives.” Evidence progress on industry-wide initiatives

• Build and execute integrated marketing plan

• Link to OCM/FCM, CPP, FSN, New View and all IFMA Connectivity forums

• Assess results. Provide recommendation for 2016 program

COEX

Strategy: Establish committee to set direction and support execution

Who When Done

Select Chair and Vice Chair IFMA w/o 4/2 w/o 4/2

Internal review for strategic alignment IFMA w/o 7/1 w/o

Identify prospective committee members IFMA w/o 5/20

w/o 5/20

Review prospective committee members and preliminary deck with Chair

IFMA w/o 6/30

w/o

Chair invites prospective committee members MS w/o 6/16

w/o 6/16

Finalize committee MS w/o 6/23

w/o 6/23

Coordinate first committee meeting and send out preliminary deck (preread)

MS w/o 6/23

w/o 6/23

Hold first committee meeting Review deck, set subcommittees and calls

IFMA Members

w/o 6/30

w/o 6/30

Tactics

COEX

Strategy: Build off 2013 program and “Foodservice 2020 imperatives.” Evidence progress on industry-wide initiatives

Who When Done

Ideation session-Key Issues & Opportunities Committee

w/o 7/28

w/o

Draft agenda Committee

w/o 8/18

w/o

Identify speakers, panelists and moderators Committee

w/o 8/25

w/o

Create agenda from base content Committee

w/o 9/8 w/o

Develop flow document Committee

w/o10/6 w/o

Specify room setup, F&B and AV requirements Committee

w/o 10/6

w/o

Finalize agenda IFMA w/o 10/27

Set and execute prep schedule for speakers, panelists and moderators

IFMA w/o 1/12

Secure PPT’s, videos, etc. IFMA w/o 2/9

Finalize Scripts IFMA w/o 2/9

Conduct rehearsals IFMA 3- 1&2

Tactics

COEX

TacticsStrategy: Build and execute integrated marketing plan

Who When Done

Develop Communication plan, including all electronic, printed , web and personal communications outlined

IFMA w/o 7/7 w/o

Draft creative brief for overall conference w/agency IFMA w/o 8/18 w/o

Synchronize with content development IFMA Ongoing Ongoing

Save the date email-Target All IFMA w/o 8/18 w/o

Website update including call for nominations IFMA w/o 8/18 w/o

Define targets Committee

w/o 11/17

w/o

Email w/conference highlights/ Registration Opens IFMA w/o 11/10

w/o

Monitor and report status of communications plan and registrations

IFMA Ongoing w/o

Conference highlight Mailer IFMA w/o 11/10

w/o

Follow-up calls by committee to operators that received invitations Committee

w/o 11/17

w/o

IFMA & Committee calls to members IFMA & Committee

w/o 11/17

w/o

Program mailer IFMA w/o 12/8 w/o

COEX

Strategy: Build and execute integrated marketing plan-Sponsorships

Who When Done

Determine Sponsorship opportunities TD,JL w/o 8/19

w/o

Communicate opportunities for FROR for last year’s Sponsors TD, CL w/o 9/8 w/o

Sponsorship Sell Sheet sent out TD, FM w/o 9/15

w/o

Submit Final List to Marketing and Event Management TD w/o 12/8

w/o

Tactics

TacticsStrategy: Link to OCM/FCM, CPP, FSN, New View and all IFMA Connectivity forums

Have member of PC committee make mention of conference on other calls

Who When Done

Have member of other committees make mention on PC calls Ongoing

w/o

IFMA make ‘call outs’ of ‘significant’ events on calls Ongoing

w/o

IFMA include connectivity materials with meeting agenda/reminder

Ongoing

w/o

Ongoing

w/o

COEX

TacticsStrategy: Assess results

Who When Done

Complete post conference survey JL/TS w/o 10/20

w/o

Prepare conference survey results Committee

w/o 11/17

w/o

Committee evaluation (Post conference call) & 2015 recommendations

Committee

w/o 12/1

w/o

IFMA internal review IFMA w/o 12/1

COEX