1. Gold & Silver Plate
2014
Chair: Frank Graves
Vice Chair: Rod Hepponstall

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

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

4. IFMA 2020 Strategic Imperatives
Focus
Supporting Initiatives
Enhance  Create New Consumer-Driven View of Foodservice Landscape
-Foodservice Landscape
Value
Consumers
-Foodservice Insights Library
of Consumer
 Champion Industry-Wide Effort to Improve Consumer Choice
-Industry Adoption Plan
Foodservice Choice
Operators
Members
Co-Create Value
with Operators Through
Demand-Creation
and Supply-Chain
Improvement Efforts
 Create Actionable Insights & Best Practices
Enable Members to Excel
Given the New Basis of Competition
-Consumer Planning Program
-Operator Collaboration Model
-Foodservice Category management
-Foodservice Navigator
-Performance Benchmarking
-GS-1
 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

5. Centers of Excellence
2014 COMMITTEE LEADERSHIP
Center of Insights
Center of Best Practices
Center of Connectivity
Consumer Planning Program
C - S. Marshall VC - K. Miller
Category Management
C – R. Ferranti VC – T. Splane
COEX
C - M. Simmonds VC - M. Cannon
FSnavigator
C - D. Davis VC - R. Kirkpatrick
Center of Innovation Excellence
C - K. Miller VC - TBD
Foodservice Fundamentals
C - D. Gerchar
FS New View of Industry
C - D. Allison VC - R. Hepponstall
Educational Foundation
C - M. Jennings VC - J. Flood
Gold & Silver Plate
C - F. Graves VC – R. Hepponstall
Performance Benchmarking
C – B. Shanley VC - TBD
GS1
C - B. Shanley VC - L. Oberkfell
Marketing & Sales Leaders Forum
C - C. Fuller VC – M. Jennings
Small/Midsize Business
C - M. Cannon VC - B. McClellan
Operator Collaboration Model
C - K. Delahunt VC - J. Bybel
Washington Insights
C - B. McClellan VC – K. Miller
SCORE
C - L. Kimura
Insights that drive
strategy & execution
Proven foodservice
best practices
Connect to share, learn
and execute
Operator Forums
C - K. Schartner VC – L. Will
Presidents Conference
C - J. Bybel VC – P. Miele
Strategic Issues Series
C - J. Green

6. General Committee Responsibilities
• Refine “Objective,” “Positioning Statement,” Strategies,”
and “Tactics”
“Goals”
• 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

7. Gold & Silver Plate
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.
Positioning Statement:
For Members wanting to build segment relationships and business,
(target)
(need)
by recognizing outstanding foodservice operators through the
industry’s premier awards program, Gold & Silver Plate is a one-of-akind process (from nomination to award) to target and grow
relationships.
(point of differentiation)

8. Goals:
Gold & Silver Plate
• Attendance Revenue: $150M
• Sponsorship Revenue: $260M
• Paid Attendance: 510
Strategies:
• Establish committee to set direction and support execution
• Build and execute integrated marketing plan
• Focus on table sales
•
Link to OCM/FCM, CPP, FSN, New View and all IFMA
Connectivity forums

9. Gold & Silver Plate
Tactics
Strategy: Establish committee to set direction and support execution
Who
When
Field annual base study, making it available digitally and present it at
winter CPP meeting
DS
Jan 2014
Field 4 deep dive studies annually, making them available at winter and
summer CPP meetings
DS
Jan 2014
Aug 2014
Produce 10 micro reports annually, making them available at winter
and summer CPP meetings
DS
Jan 2014
Aug 2014
Allow custom questions off of base and deep dive studies
DS
Ongoing
Offer prior years studies
DS
Ongoing
Provide Landscape and Library
IFMA
Ongoing
Offer complimentary registrations to MSLF and FF
IFMA
Ongoing
Conduct winter and summer CPP meetings
IFMA
Jan/Aug
Promote Members to operators and provide referrals
IFMA
Ongoing
DS
Ongoing
IFMA
Ongoing
Offer discounts for DS Pulse service
Provide activation best practice from other efforts with
consumers/operators, distributors, internal teams and planning
Done

10. Tactics
Gold & Silver Plate
Strategy: Focus on and sell ____ tables
Who
When
Done

11. ______________________IFMA Strategic Initiatives
Gold & Silver Plate
Action Plan (cont.)
Establish Committee and Recruit Members
Who
When
Done
Internal review for strategic alignment
IFMA
w/o 7/30
w/o 7/30
Select and secure Chair and Vice Chair
IFMA
w/o 7/30
w/o 7/30
Identify prospective new committee members. Tony supports.
IFMA
w/o 7/30
w/o 7/30
IFMA/Chair
w/o 8/13
w/o 8/13
Invite and secure prior and new committee members
Chair
w/o 2/11
w/o 2/11
Coordinate first committee meeting and send out preliminary deck (preread) and agenda
IFMA
w/o 3/18
w/o 3/18
w/o 3/25
w/o 3/25
Review prospective committee members and preliminary deck with Chair
Hold first committee meeting with Members, Review deck, and rough
timeline.

12. ______________________IFMA Strategic Initiatives
Gold & Silver Plate
Action Plan (cont.)
Develop Theme and Base Content
Who
When
Done
Ideation session
IFMA/Committee
w/o 3/11
w/o 3/25
Draft to committee
IFMA
w/o 4/9
w/o 3/25
Evaluate and finalize Theme and Base Content
IFMA
w/o 4/9
w/o 3/25

13. ______________________IFMA Strategic Initiatives
Action Plan (cont.)
Gold & Silver Plate
Build Out Content
Who
When
Done
Identify Master of Ceremonies
Committee
w/o 11/1
w/o 11/1
Create draft agenda from base content
IFMA
w/o 3/25
w/o 3/25
Evaluate and finalize agenda
Committee
w/o 4/1
w/o 4/1
Specify room setup, F&B and AV requirements
Committee
w/o 4/15
w/o
Finalize Content
Who
When
Done
Secure Master of Ceremonies
Committee
w/o 12/1
w/o 12/1
Develop flow document
IFMA
w/o 4/15
w/o
Rough script sent to Master of Ceremonies
IFMA
w/o 4/29
w/o
Set and execute prep schedule Master of Ceremonies and others
IFMA
w/o 5/1
w/o
Secure Silver Plate Winner Videos
IFMA
w/o 5/10
w/o
Conduct rehearsals
IFMA
5/20
5/

14. ______________________IFMA Strategic Initiatives
Action Plan (cont.)
Gold & Silver Plate
Achieve Attendance
Who
When
Done
Define targets
IFMA
12/9
12/9
Draft creative brief for overall conference
IFMA
w/o 1/3
w/o 1/3
Develop Communication plan, including all electronic, printed , web and
personal communications outlined
IFMA
w/o 2/25
w/o 12/19
Member out reach
IFMA
w/o 4/8
w/o
Synchronize with content development
IFMA
Ongoing
Monitor and report status of communications plan and registrations
IFMA
Ongoing
Save the date announcement (Electronic)
IFMA
w/o 3/5
w/o 3/5
Mail Brochure to Members & Operators
IFMA
w/o TBD
w/o
Follow-up calls by committee to operators that received invitations
Committee
w/o TBD
w/o
Committee calls to members
Committee
w/o 4/8
w/o
Drive registration through IFMA emails and social media
IFMA
w/o 3/18
w/o
NRN ad
IFMA
w/o 4/15

15. Gold & Silver Plate
Financials ($000):
2013 Actual
$394
Revenue
2014 Budget
$410
2014 Actual
$TBD
Sponsorships
$ 249
$ 260
$ TBD
Attendance
$ 145
$ 150
$ TBD
Direct Expenses
Operating Margin*
$363
$ 31
$373
$ 37
$TBD
$TBD
*Does not include G&A Overheads