May11,2011

Marke,ngTeamPresenta,on

Agenda:

•Trademark

•I’mIn–MacroPerspec4ve

•I’mIn–Marke4ngCampaign

• Launch,Grow,ExpandStrategy

• Budget

oScenario1–ValueBudget

oScenario2–Mid‐TierBudget

oScenario3–MaxBudget

TheBigQues,ons:

• WhatisI’m In?Howdowewantitdefined?• What’sthegoal?Isitmeasurable?• WhatarethekeymessagesofI’m In?• Whatisthesimplifiedmessagein10wordsorless?• Whatistheexpectedlifecycleofthebrand?• Whoarethetargetaudiencesbypriority?• Whatistheproduct?• Whatarethebrandstandardsandwhokeepsthem?• What’sthedecision/approvalprocess?• Whoisexecu,ngthemedia?• Whatisthetargetbudgetforthecampaign?• Whopaysandhow?

TheBigQues,ons:

• WhatisI’m In?Howdowewantitdefined?

• Abrand;specificallyusedinconjunc,onwiththeLAUSDfoodserviceprogram

WhatisaBrand?

Companiesandproductshaveskillsets,casecounts,nutri,onalspecifica,ons,featuresandbenefits,theyliveinpeople’sheads.

Brandshaveacharacter,personalityandastyle,theyliveintheirhearts.Effec,vebrandposi,onsareexpressedthroughemo,onala[ributesnotfeaturesandbenefitdescrip,ons.

Brandingonlytakesplaceinthemindofthetargetaudiences.Alogoandamarke,ngposi,ononapieceofpaperisjustthestartofabrand.

WhatisaBrand?

Inordertocreatethe“I’mIn”brandweneedtogainthecustomerspointofviewandusethatknowledgeandinsighttodifferen,ateandaddvalue.

“I’mIn”isabigidea…nowweneedtomakeaconnec,on.

• WhatisI’m In?Howdowewantitdefined?

• Achangeofa_tude!Thenachangeinbehavior.

• Students/parents/communitygroupsaccep,ngtheirroleandresponsibili,esforhealthiermeals

• All‐inclusive,suppor,ngLAUSDisitsini,a,vetoprovidehealthiermeals,truancy,obesity,etc.

TheBigQues,ons:

• What’sthegoal?Isitmeasurable?

• Changethepercep,onofthefoodprogram• Currentlythoughtofascountyfoodandlowquality• Canbeaccomplishedthroughpreandposta_tudinalsurveys

• ADPgivesusameasurableresult• 5%annualincreaseinADP

TheBigQues,ons:

• WhatarethekeymessagesofI’m In?

• Be[ernutri,on.Whatdoesthatmeanforyou?• Studentswillrespondtotaste,flavor,color,etc–won’tmakedecisionsbynutri,on–“I’mIn”becauseIlikeit–Isimplyliketheproduct,tastesgood(Thereasonwillrarelybebecauseit’smorenutri,ous).• ChangeimageofLAFood–fullmenumakeover• Mo,vate/Accelerate/Graduate

TheBigQues,ons:

• WhatarethekeymessagesofI’m In?

•  Ifyouachievethesethings,thenkidswillbemoremo,vated,thusbe[eracademicperformance.Be#erFuel=Be#erPerformance• Personalresponsibility• LAUSDmakesitpossibleandtheycare•  I’mInitformycommunity,myschools,theyouth–BiggerthanjustLA–greatercause,greatergood,lookingtofuture

TheBigQues,ons:

• Whatisthesimplifiedmessagein10wordsorless?

Be[erfoodchoicesleadtobe[erstudents.Areyouin?

TheBigQues,ons:

• Whatistheexpectedlifecycleofthebrand?

• Brands,evenestablishedones,gothroughlifecycles• Weareproposingathree‐phasecycle;Launch,GrowandExpand• Allbrandac,vi,eswillbebuilttosucceedintothe2014‐2015calendaryearandbeyond

TheBigQues,ons:

• Whoarethetargetaudiencesbypriority?

•  Students•  Parents•  Foodservicestaff•  LAUSDteachersandstaff•  TheSchoolBoard/Administra,on•  Communitygroupsandthoughtleaders•  SNAmembers•  USDA•  Categoricalsuppliers

TheBigQues,ons:

• Whatistheproduct?

•  Mostexci,ng,schoolprograminthestate(beyondfoodservice)first,andtheninthecountrysecond

•  Howdowesellintocelebri,esforendorsements:LAisthemosthealthy,greattas,ngmealprogramintheState–exci,ngnewschoolmenuthatbalancesgreatflavorwithgreatnutri4on

•  I’mIntogivingkidsthebestpossiblechanceatsuccess,andLASchoolshelptodothisbyprovidingx,yandz.

•  Students/Parents—Community/Gov’t–Tryingtowinthestomachsofthestudents–andtryingtowinhearts&mindsofothergroupslikeParent’s,Teachers,CommunityandGov’t–Industry,media

TheBigQues,ons:

• Whatarethebrandstandardsandwhokeepsthem?

• Weneedtoputtogetherbrandstandardstokeepthecrea,veincheckandconsistent• LAUSD/Manufacturersdeterminebrandstandards–butLAUSDistheholderofthestandards–enforcingthestandards• Esrockcanbethebrandchampion

TheBigQues,ons:

AlookattheLogo:

• Whatisthetargetbudgetforthecampaign?

TheBigQues,ons:

Nikespendsapproximately1.7billiondollarsayearonadver,sing

BrandingComesAtAPrice

Evenwithprobonocelebrityendorsements,theCaliforniaTourismBoardspends7.3millionannuallyonadver,sing

• Whatisthetargetbudgetforthecampaign?

• $2mm,$1mm,$500k• Whopaysandhow?

TheBigQues,ons:

LAUNCH:IDEASFORDISCUSSION

IMMEDIATE(Before2010/2011schoolyearisout):

•  Logodevelopmentandbrandstandards•  Formalizedpresenta,onfortheSchoolBoardandcommunityleaders(tobehostedatanL.A.cafeteria)

•  Parentle[er•  Micrositelandingpageteasingwhat'scoming.Includeacountdownun,lthenextmenuofficiallytakesplace.

•  "Teaser"signageincafeterias

ANCShow2011• Updatesession;“I’mIn”introduc,on• Visibilityatcategoricalsupplierbooths• “I’mIn”twi[erfeed• “I’mIn”video• FullPRini,a,ve• SNArecogni,on

Crea4veElements:•Createajinglewithafunky,contemporaryurbanbeat.Tobeusedonvideos,webpromo,ons,radio,etc.Lyricswouldinclude“I’MIN”.

•10‐15sec.radiospotfeaturingcelebri,es(teaser)•15sec.TVspotfeaturingcelebri,es(teaser)•Outdoorsignage‐teasers

MallkiosksEscalatorsMovietheater(beforethetrailers)Interac,ve/guerillamarke,ng‐bussta,onsandpublictransitJumbotronatspor,ngevents

SocialMedia:Twi[er,Facebook,Foursquare:“FollowusonTwi[ertoseewhichcelebsare“IN”forthecomingyear."Postswillbemade,teasingwhothecelebsmightbe,anewcelebisrevealedeveryweek/everyotherweekduringthesummer.

TasteTestPreview:NewmanCenter/Malltastetestevents(samplingoffoodbeingservedatschool)

‐Adver,seatkiosks,escalators,movietrailers,bussta,ons‐Twi[erandFacebookhype

CafeteriaMake‐Over:•Bring“I’mIn”tolife•Lookforwaystomakecafeteriasmorestudentfriendly•Considerreachingouttolocalandna,onalshows(RestaurantMakeover)

SEPTEMBER2011—beforenewmenulaunch:

•PRKickOffEvent‐"Fes,val"atanL.A.school/schools‐Sampling‐Music‐Celebrityguestspeakers‐Games

•Launchmicrosite‐Nutri,ondata‐Truancy,e‐in‐Celebri,esthatare"in"‐Menu(whereitwas,whereitistoday)‐Videos/Song(jingle)‐ringtonedownload‐Contestannouncement,rules,details‐Educa,on‐wheredoesgoodfoodcomefrom‐Parentcomponent/links‐Gamesgearedateachstudentagegroup‐Kids(see"Cu,esCitrus.com")‐Tweens(seeReese'sPuffssite)‐Teens(see"Truth"videosandgames)

AFTERMENUISLAUNCHEDANDTHROUGHFALL/WINTER:

•Funac,vi,esinthelunchroom‐games,music•Newpackaging•Posters,banners,etc.•PSA's‐drivetomicrosite,Facebook,Twi[er,YouTube•Postmenuonlineandgivestudentsanopportunitytogivetheirfeedback•Dailycontestswithprizes‐nutri,oneduca,onfocused•Scholarshipopportuni,es

Socialmediaexpansion•Twi[er/Facebook/YouTube•Set“community”goals•Constantupdates•Seekwaysfor“I’mIn”togoviral•Challengestudents/studentgroupstodrive“I’mIn”

GROW:IDEASFORDISCUSSION

FORSTUDENTS:

"I'mIn”Pledge•StudentspledgeonFacebookormicrositethattheyare"In"bymakingastatementofwhythey'rein.

•Custom"I'mIn"braceletsforallpar,cipants•Foryoungerstudents‐acoloring/drawingcontest(hanginschool/cafeteria)

•Schoolswiththemostpledgesgetaprize‐celebrityappearance,sportsequipment,etc.

"I'mIn"s4cker•Createacustoms,cker(seeChiquita)online•Celebri,eshaves,ckers,too•Uses,ckers/designsonfoodpackaging

GROW:IDEASFORDISCUSSION

FORSTUDENTS:Par4cipa4onRewards•Receiverewardsforea,ngreimbursablemeals•PunchcardorstudentIDswipesystems•Rewardsbehaviorofea,nghealthiermeals;whiledrivingADP(keyforolderstudents)

•Prizesmightinclude:,cketstoanL.A.GalaxyorDodgersgameandscratchoff,ckets‐instantprizes

•Perfectschoola[endancepluslunchpar,cipa,onleadstomorerewards

StudentFitnessChallenge•"Getfit"‐celebritytraining•Tienutri,ontostudentwellness•Haveschoolscompeteagainsteachotherthroughoutthedistrict•Tieinto“Let’sMove”

GROW:IDEASFORDISCUSSION

"Streetfood"/suppedupstreetfoodtruck•GetWestCoastCustomstocreatea"foodtruck"(similartoatradi,onalstreetfoodvendor)‐setupatmallsandintheschoolparkinglot

•IncorporateTwi[er‐"WestCoastCustomsfoodtruckwillbeat..."•Indicatethesamegreatfoodisbeingservedinthecafeteria;plusofferfullyreimbursablemeal

OngoingCelebrityAppearances•Schoolswithhighestpar,cipa,onlevelsforthemonthgeta"lunchwithacelebrity"reward

•Lunchconcerts•“I’mIn”peprallywithguestappearances

GROW:IDEASFORDISCUSSIONVideoContestStudentsrecordthemselvesdoing/saying"I'mIn"andshowingwhy.Uploadtomicrosite.A1‐minutevideowillbecreatedshowcasing25randomstudents.Ofthechosen,they’llwinalunchdatewiththecelebrity

•U,lizeL.A.U.S.D.'sTVsta,on/equipment•Encourageteacherstou,lizethisasaclassroomproject•UploadtoYouTube•Top25willbeinthevideo,winalunchdatewithacelebrity•U,lizeL.A.'sTVsta,on/equipment•(Gotomicrositetofindoutmore)

FORCOMMUNITY/PARENTS:

FamilyMealNight•Openhouse;foodservedperiodically(monthly)•Encouragesfamiliestoeattogether•Allowsparentstoshowtheirchildrenthattheytooare“in”•Helpsgaincommunitysupportfortheprogram

RecipeContest•CommunityFood•Involvelocalrestaurants(notjustchefs)andindividuals•Judgedbylocalchefs,celebri,esandstudents•UsedasLTO’s•Workinconjunc,onwithcategoricalsuppliers(alaIronChef)

Sta4s4calProgressUpdates•Viapublicadver,sement;Billboard,TV,radio,etc.•Setupasystemwheretheen,recommunitycanshareinthesuccess.Letthemknowwhatwe’retrackingandwhentheywillreceiveupdates.

•Testscores,truancyandbeyond

FORCOMMUNITY/PARENTS:

SocialMedia•ProgressionbeyondFacebookandTwi[er•GrouponandFoursquare•Seekmoreopportuni,estoinvolvethecommunity

OngoingMessaging•Billboards:sta,candmobile•In‐classroommessaging•PSA’s(in‐schoolandcommunitywide)•Communitybusinessmessaging(banks,churches,etc.)•Reportcards(insidethereportcard;here’swhatyourstudentate)•Weeklyfoodblog

EXPAND:IDEASFORDISCUSSION

PRKittootherdistrictsinthecountry•ShowwhatisbeingaccomplishedatL.A.U.S.D.andhow•Videodocumenta,onthroughoutL.A.programtoshowcasesuccess•TargetNewYork,Chicagoandothers•Considerregionalexpansion

SeekNa4onalCoverage•FoodNetwork,CookingChannel,MythBusters,WallStreetJournal,etc.•Capturerecogni,onwellbeyondtheDistrict•Getthem“behindthescenes”•Reportprogresstomainstreammedia

EXPAND:IDEASFORDISCUSSION

2012ANCShow•Presentfullcasestudy•Videotouroftheopera,onatLAUSD•Taketheroleofconsultant

I’mIn:V2.0•Refreshandreviseallpromo,ons•Lockinnewcelebrityendorsements•Buildonthemomentum•Awards/recogni,onofwinnersfrom2011

MediaDiscussion

LAUSDMediaFacts/TargetsLAUSDFacts:

1,065K‐12Schools 678,411K‐12enrollment

73%Hispanic• 11%Black/9%Caucasian/4%Asian/3%other

Targets:Primary:

K‐12Students ElementarySchool 50%

MiddleSchool 22%

SeniorHighSchool 28% Parents(AD25‐49)

Secondary: SchoolAdmin–SchoolFoodservicePersonnel SchoolAdministra,onOfficials PTO/PTAGroups LosAngelesGovernment/BusinessCommunity‐Banks,Churches,etc. LosAngelesMedia–TV/Radio/Print/ElectronicMedia

Na,onalMedia–FoodNetwork/CookingChannel/WSJ/MythBusters Na,onalFoodserviceManufacturingIndustry

PaidMedia

EarnedMedia

OwnedMedia

OutofHomeBillboards(sta,c&mobile)TransitShoppingMalls

MovieTheater

Interac4ve/GuerillaMarke4ng

Emedia–Targetedeblasts/newsle[ers/banners

SocialMedia–Facebookads

TradeMedia&Shows

PR/CustomPublishing

InSchoolTVNetwork

CommunityWebinars/Podcasts

SocialMedia–Blogs/Twi[er/YouTube

LAUSDSpeakingOpportuni4es

CommunityEvents

PSA’sTV/Radio/OOH/Emedia/Print

Opportunis4cEditorial

CommunityPar4cipa4on

LocalSNAsupportopportuni4es

LAUSDMediaLandscape

BILLBOARDS–Oct‐Dec,2011•  300Jr.Posters–HispanicZipCodeCoverage–70%coverageofHispanicLAmarketplace

•  50CityLightsIlluminatedDisplaysinhighprofileloca,onstarge,ngL.A.BusinessCommunityandGovernment–25%CoverageofGeneralMarket

•  15PremiumBulle,nsinhightrafficarteries–10%CoverageofGeneralMarket

90dayslead,me$600.0

MOBILEBILLBOARDS–Oct‐Dec,2011• 10’X22’double‐sidedadspace• OnlineLIVEGPStrackingsystem• Includesdriver,gas,mileagecost,8hrs/day• 40selectedschools/weekspreadover90days‐480schools

90dayslead,meGuaranteed3,000,000impressions$100.0

PaidMedia/OutOfHome

SHOPPINGMALLS–Oct‐Dec,2011• 2SidedescalatorSides–17Malls*• 30BacklitMallDisplays–17Malls*

AverageMallmonthlytraffic:1,249,764Totalmonthly17Mallimpressions:17,496,7053monthtotalimpressions:52,490,11590dayslead,me$106.0

*Orange,Burbank,Torrance,EagleRock,L.A.,Riverside,Glendale,SanBernadino,Lakewood,Cerritos,Montclair,Montebello,MorenoValley,Northridge,Ontario,Ventura,PanoramaCity,Downey,CA

GUERILLAMARKETING–Oct‐Dec,2011• WallArtinselectedzips• GroundGreenGraffi,(reversepressurewash)• TransitsandSheltersselectzips• WildPos,ngsinselectzips

Projected3monthimpressions:28,760,250120dayslead,me$300.0

PaidMedia/OutOfHome

FACEBOOK–Oct‐Dec,2011• Create“I’mIn”FacebookPage• TheFacebookPage’sInsightstoolwillincludenewdataonFans’engagementwithpostsfromtheLAUSDPage.You’llbeabletoseehowmanycommentsFansmakeonyourposts,andyou’llalsobeabletotrackhowmanyFacebookusersstartandstopviewingyourpostsinNewsFeed.• Setthedailybudgetyouarecomfortablewith• Adjustyourdailybudgetatany,me• Choosetopayonlywhenpeopleclick(CPC)orseeyourad(CPM)

60dayslead,meProjectedaudienceTBDuponfinalnego4a4ons(projectedini,alCPCbudgetbasedonaverageof$1.25/PCgenera,nganini,al40,000click…budgetcanbeadjusted+/‐dependinguponresponse.)$50.00

LAUSDPaidMedia

MOVIETHEATERS–Oct‐Dec,2011•  85%ofallHispanicsand68%ofallAfricanAmericansgotothemovies(NRG,AmericanMoviegoing2009)

•  Preshowvs.BlankScreen:8to1preferseeingapreshowvs.blankscreen(LiebermanResearchGroup,2006‐2009)

•  3outof4moviegoerspaya[en,ontopreshowsatthemovies(2009OTXResearch,TheMoviegoingeXperience)

•  :30secCinemaSpotsover14weeks(9/30‐1/5/12)withinallScreenvisiontheatersina10milezipmatchLADMAthruallG,PGandPG13ratedfilms34theaterson298screens

•  Cinemaslidesover12weeks(10/7‐12/29/11)withinallScreenvisiontheatersina10milezipmatchLADMAthruallG,PGandPG13ratedfilms 27theaterson229screens

90daylead,meGuaranteed5,000,000admissionsover14weeks$400.0

LAUSDPaidMedia

LAUSDPaidMedia

–Oct‐Dec,2011

• LAUSDtousestatustonego,atePublicServiceAnnouncementprogramswiththeLosAngelesmedia:Print,TV,Radio,OOHandEmedia.

• LAUSDtoaggressivelypursuethroughinternalPRDepartment,editorialopportuni,eswithallrelevantmediaoutlets,bothlocalandna,onal.

• LAUSDpersonneltopar,cipateinlocalcommunitymee,ngs,events,streetfares,churchgatherings,etc.topromotethe“I’mIn”Program.

• LAUSDpersonneltoworkinconjunc,onwiththelocalLosAngelesSchoolNutri,onAssocia,onBoard,CaliforniaSchoolHealthCenters,Children’sHospitalofLosAngelesandotherlocalassocia,onsinordertoreachouttotheirindividualmembersandaffiliatespromo,ngthe“I’mIn”Program.

Cost:$0

LAUSDEarnedMedia

–Oct‐Dec,2011

•  LAUSDtousePRDepartmenttokeepasteadyfeedofprogramlaunchnewstothelocalaswellasna,onalmedia.

•  LAUSDtoreinforce“I’mIn”messagingandprogramsthroughtheLAUSDIn‐SchoolTVNetwork.

•  LAUSDtoac,velyuseBlogs,Twi[er,YouTubeandFacebooktopromotethe“I’mIn”Launch

•  LAUSDtoprovideSpeakerstoallvenuesofLosAngelesfunc,onsthat,eintoanyK12reference.

Cost:$0

LAUSDOwnedMedia

Budget