Presentation: Elevating Online Awareness for Goya Foods Minting Emotional Currency with an Integrated Digital Media Approach. Presented by: Jon Fox, President, Flightpath The culture of food is meant to be shared, and today’s digital era has enabled Goya to build upon its rich heritage of food, family and culture to reach consumers with stories, recipes and offers that drive product trial and purchase continuity. www.bdionline.com

1. Sharing Food & Culture
Through Digital Channels
"
Jon Fox – Flightpath"
@jonfox1
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3. "
Founded in 1994
Constantly "
Evolving Skill Set
Emotional Currency is
Central to Our Work
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4. AUDIENCE
Women, 25-49, who are responsible for making
food choices (cooking & shopping) in their homes
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5. OBJECTIVES
! Increase awareness among General Market
! Stay top of mind amongst Acculturated Latinas,
and create engagement with our brand
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6. AGENCY PARTNERS
"

7. WEBSITE
PROMOTIONS "
& COUPONS
PPC/DISPLAY
EMAIL "
MARKETING
SOCIAL "
MEDIA
TRADITIONAL/"
PUBLIC RELATIONS
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8. 8

9. BUILDING AN ACCOUNT
MANAGEMENT PRACTICE
! Times have changed
! Need for guidance and direction in a rapidly
changing digital marketplace
! Blend deep digital marketing expertise and
expertise in key client industries
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11. BUILDING AN ACCOUNT
MANAGEMENT PRACTICE
! Times have changed
! Need for guidance and direction in a rapidly
changing digital marketplace
! Blend deep digital marketing expertise and
expertise in key client industries
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12. 12

13. TRAFFIC SOURCES Q3 2013"
"
2%
10%
Organic Search
Direct Traffic
13%
Referring Sites
51%
Email
Paid Search
24%
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14. ORGANIC SEARCH
Less dependent on branded keyword traffic"
VISITOR SHARE!
Keyword Type
2009
2013
Brand
72%
40%
Generic
28%
60%
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15. 15

16. BEFORE
16

17. AFTER
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18. ACCOUNT MANAGEMENT:
KEY TASKS
"
! Oversee account/project activities; adhering to internal and client deadlines
! Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting notes
! Day-to-day client contact; leading calls with the client.
“We Client engagement expectations:
were shy at first of
!
being Client calls returned within 2 hours
directly involved in
•
socialEmails responded to within 4 hours
• media.”
JOSEPH• PEREZ,
Meeting notes within 3 hours of
SENIOR VICE PRESIDENT OF GOYA FOODS
meetings
• Client follow-up no later than 5 days after receipt of content for review
! Keep up-to-date on industry and consumer trends for application to client strategies and
programming efforts
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19. ACCOUNT MANAGEMENT:
KEY TASKS
"
We ! were of the thinking that to internal and client deadlines
Oversee account/project activities; adhering
social media wasn’t the right
! Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting notes
medium to reach our targetwith the client.
! Day-to-day client contact; leading calls
audience, but on the contrary,
! Client engagement expectations:
Client calls returned within 2 hours
food • and recipes are some
• Emails responded to within
very popular topics of 4 hours
• Meeting notes within 3 hours of meetings
conversation in social media.”
• Client follow-up no later than 5 days after receipt of content for review
JOSEPH Keep up-to-date on industry and
! PEREZ,
SENIOR VICE PRESIDENT OF GOYA FOODS
programming efforts
consumer trends for application to client strategies and
19

20. ACCOUNT MANAGEMENT:
KEY TASKS
"
! Oversee account/project activities; adhering to internal and client deadlines
“And so we came toestimates, proposals, memos, timelines, agendas, meeting notes
! Draft client-facing materials: realize
thatDay-to-day clientto be leading calls with the client.
! we need contact; there—
! Client people find the
helping engagement expectations:
• Client calls returned solutions
food recipes and within 2 hours
• Emails responded to within 4 hours
they're looking for.”"
• Meeting notes within 3 hours of meetings
• PEREZ, follow-up no later than 5 days after receipt of content for review
JOSEPH Client
SENIOR VICE PRESIDENT OF GOYA FOODS
! Keep up-to-date on industry and consumer trends for application to client strategies and
programming efforts
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22. GOYA FACEBOOK DEMOS
Majority of fans are females ages 25-44 | Over 85% of fans use Facebook in English

23. MOST
ENGAGING
FACEBOOK
POSTS

24. MOST
ENGAGING
FACEBOOK
POSTS

25. MOST
ENGAGING
FACEBOOK
POSTS

30. 1% 1%1%
4%
TOP
REFERRING
SOCIAL
NETWORKS:
2013 Q3
34%
59%
Facebook
Pinterest
Blogger
Yahoo! Answers
reddit
Twitter

31. THANK YOU
JON FOX – @JONFOX1 – JFOX@FLIGHTPATH.COM"
WWW.FLIGHTPATH.COM 212-674-5600
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