2015 Gold & Silver Plate Committee Plan

1. Gold & Silver Plate
2015
Chair: Rod Hepponstall
Vice Chair: Bob Sherwood

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

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

4. Consumers
Operators
Enable Members & Industry
IFMA 2020 Strategic Plan
Enhance Value of
Foodservice Choice
New, Deep Understanding of Consumer:
Occasions & Eater Types
Co-create Value with
Operators:
Route to Consumers
Develop New
Insights & Best Practices
Supporting Co-creation
Champion
Insights &
Best
Practices

5. IFMA 2020 Strategic Imperatives
Enhance
Value
of Consumer
Foodservice Choice
Consumers
Operators
Members
Focus Supporting Initiatives
 Create New Consumer-Driven View of Foodservice
 Create Actionable Insights & Best Practices
Co-Create Value
with Operators Through
Demand-Creation
and 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
-Strategic Issues Series
-Operator Forums
-Small/Mid Size Business
-Website
-Foodservice Landscape
-Foodservice Insights Library
-Consumer Planning Program
-Washington Insights
-SCORE
-Center of Excellence
-GS1
-28 Occasions
-4 Eater Types
Operator Collaboration-Chains
-Collaboration Model
-Activation Support
Operator Collaboration-Ind.
-Foodservice Category Mgt.
-Digital Marketplace
Educational Foundation
-Scholarships
-GSP Society

6. Center of Insights
Insights that drive
strategy & execution
Center of Best Practices
Proven foodservice
best practices
Center of Connectivity
Connect to share, learn
and execute
Consumer Planning Program
C – P. Gere VC – D. Rizley
Foodservice Fundamentals
C – J. Flood VC – E. Hetrick
Small/Midsize Business
C – B. McClellan VC – K. Schartner
Category Management
C – B. Shanley VC – K. Jackson
GS1
C – L. Oberkfell
SCORE
C – R. Ferranti
Educational Foundation
C – K. Schartner VC – J. Flood
Operator Collaboration Model
C – J. Bybel VC – B. McClellan
Gold & Silver Plate
C – R. Hepponstall VC – B. Sherwood
Presidents Conference
C – P. Miele VC – S. Marshall
COEX
C – M. Cannon VC – D. Rizley
Navy Forum
C – F. Graves VC- J. Halpern
Marketing & Sales Leaders Forum
C – P. Gere VC – K. Schartner
Center of Excellence
C – R. Ferranti VC – J. Bybel
Centers of Excellence
2015 COMMITTEE LEADERSHIP
Washington Insights
C – N. Laackman VC – V. Mulder
Membership
C – B. McClellan
C – M. Simmonds
BOARD
LEADERSHIP
Audit
C – K. Delahunt
VC – D. Davis
Compensation
C – R. Ferranti
VC – J. Bybel
Awards
C – J. Bybel
VC – K. Delahunt
Strategic Plan
C – R. Ferranti
Governance
C – R. Ferranti
VC – J. Bybel
Digital Marketplace
C – R. Hepponstall VC – J. Flood
Strategic Issues Series
C – R. Kirkpatrick V. TBD

7. Tom Ruskowski Red Diamond
Kathleen Schartner Farmer Brothers
Matt Schimpf Nestle Professional
Ben Shanley Coca-Cola
Herb Sprinkel Lamb Weston
Malcolm Simmonds J.R. Simplot
Kevin Toale Georgia Pacific
Mike Villano Basic American Foods
John Lehmann IFMA Liaison
Gold & Silver Plate
Committee:
Rod Hepponstall C Lamb Weston/ConAgra
Bob Sherwood VC Ecolab
Jeff Baker Hormel Foods
Peter Cokinos Grecian Delight
Dick Hynes Hobart Corporation
James Kennedy P&G
Bill McClellan Dawn Foods
Herb Ring The Hershey Co.

8. General Committee Responsibilities
• Refine “Objective,” “Positioning Statement,” Strategies,”
“Goals” and “Tactics”
• Commit to “Financial Goals”
• Gain agreement with Executive Committee
• Support execution
• Make “best efforts” to attend all committee meetings/calls. If
unable, inform committee chair
• Attend events and participate in program
• Keep best interests of Membership in mind
• Conduct post analysis and provide recommendations for
improvement

9. Gold & Silver Plate
Context:
• Longest running and most respected foodservice awards program
• 61st year
• Nomination process builds segment relationships
• Nomination process is a year long effort
• Should be a part of Members segment go-to-market plans
• Reinvented in 2011. Shorter program. Fun. “Party at the Pier”
• Open to entire industry
• Silver Plate Class announced at preceding COEX by prior year’s
Gold Plate winner

10. Gold & Silver Plate
(point of differentiation)
Objective:
To recognize outstanding operators through the nomination process
and gala awards banquet of the foodservice industry’s most
prestigious award, thus allowing members the ability to strengthen
segment operator relationships. Reinforces Member’s/IFMA’s
industry leadership position.
Positioning Statement:
For Members wanting to build segment relationships and reinforce
industry leadership position, Gold & Silver Plate is a one-of-a- kind
process (from nomination to award) to target and grow relationships
their companies.
(target) (need)

11. Goals:
• Attendance Revenue:$ 160M
• Sponsorship Revenue:$ 255M
• PaidAttendance: 530
Strategies:
• Establish committee to set direction, create plan and support
execution. Link IFMA’s internal processes and resources
• Execute nomination process
• Build and execute integrated marketing plan. Focus on table
sales
• Link to OCM, FCM,CPP, FS2020, and Connectivity forums
Gold & Silver Plate

12. Gold & Silver Plate
Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes
and resources
Tactics
Who When Done
Internal review for strategic alignment IFMA w/o 7/30 w/o 7/30
Secure Chair and Vice Chair JL/JG w/o 7/30 w/o 7/30
Review and update committee plan with Chair and Vice Chair JL w/o 3/9
Identify/recruit committee members. Tony and Cheron supports. JL/TD/CL w/o 7/30 w/o 7/30
Coordinate first committee meeting and send out committee plan and agenda
as pre-read
IFMA w/o 3/18 w/o
Hold first committee meeting. Review committee plan & ideation session IFMA/
Committee
w/o 3/9 w/o
Registration open JL/CC/ED Jan 18 Jan 18
Draft to committee IFMA w/o 4/9 w/o
Identify Master of Ceremonies Committee
/JL
w/o 11/1 w/o
Make any program necessary program changes JL/CC w/o 3/25 w/o
Evaluate and finalize agenda Committee w/o 4/1 w/o
Specify room setup, F&B andAV requirements CC/JL w/o 4/15 w/o

13. Gold & Silver Plate
Strategy: Establish committee and set direction, create plan and support execution. Link IFMA’s internal processes
and resources
Tactics (Continued)
Who When Done
Secure Master of Ceremonies JL w/o 12/1 w/o
Develop flow document JL w/o 4/15 w/o
Rough script sent to Master of Ceremonies and other speakers JL/TS w/o 4/29 w/o
Set and execute prep schedule Master of Ceremonies and others JL/TS w/o 5/1 w/o
Silver Plate Winner‘s and Event Videos Delivered PS/JL 5/8 w/o
Conduct rehearsals JL 5/18 5/

14. Gold & Silver Plate
Strategy: Execute nomination process
Tactics
Who When Done
Prepare nomination materials JL/TS w/o 4/14 w/o 4/14
Open Nominations JL/CC/ED w/o 6/2 w/o 6/2
Personal email to prior year nominators JL w/o 6/2 w/o 6/2
Execute marketing plan in concert with GSP plan PS/MK Ongoing Ongoing
Nominations close IFMA Nov. 30 Nov. 3
Prepare and send out nominations to pre-screening jury JL w/o 12/8 w/o 12/8
Prepare and send out final nominees to selection jury JL w/o 1/26 w/o 1/26
Assemble jury and select Silver Plate winners and secret ballot Gold Plate
winner
JL Feb. 4 Feb. 4
Notify winners, collect information and relay information to all parties
needed.
JL/CC/PS w/o 2/9 w/o 2/9
Silver Plate Class announced by prior year Gold Plate at COEX at the end of
the Tuesday morning session. Press release on wire
JL/PS/MK Mar. 3 Mar. 3

15. Gold & Silver Plate
Strategy: Build and execute integrated marketing plan. Focus on table sales
Tactics
Who When Done
Define targets JL/CL/TD 12/9 12/9
Draft creative brief for overall conference PS/JL/
Agency
w/o 1/3 w/o 1/3
Develop Communication plan, including all electronic, printed , web and
personal communications outlined
PS/MK w/o 2/25 w/o 12/19
Drive registration through IFMA emails and social media PS/MK w/o 3/18 Ongoing
Synchronize with content development JL/CC Ongoing
Monitor and report status of communications plan and registrations PS/MK/JL Ongoing
Save the date announcement (Electronic) PS/MK w/o 3/16 w/o 3/5
Mail Brochure to Members & Operators PS/MK w/o 3/9 w/o
Follow-up calls by committee to operators that received invitations Committee w/o 4/8 w/o
Member out reach CL/PS/MK w/o 4/8 w/o
Committee calls to members Committee w/o 4/8 w/o
Drive registration through IFMA emails and social media PS/MK w/o 3/18 w/o
NRN ad IFMA w/o 4/15

16. Gold & Silver Plate
Strategy: Link to OCM, FCM,CPP, FS 2020 and Connectivity forums
Tactics
Who When Done
If a Gold or Silver Plate winner is high-profile recruit them to speak at other IFMA
forums
JL Ongoing
Have prior year’s Gold Plate winner announce new class at COEX JL Mar. 3 Mar. 3
Bring back past Gold or Silver Plate winners to host the celebration/dinner JL 10/1
Head table introductions include other committee leadership positions JL
Cross-promotion of events and products in sponsor loop MK