Slow Food Madison - PR Proposal

J
Public Relations
&
J
| Slow Food Madison | Public Relations Plan | Spring/Summer 2011
&
Table of Contents
Executive Summary | 3
Opportunity Statement Situation Analysis Overall PR Goal Campaign Theme Key Messages
Appendix 1 | Business Situation Analysis | 38

Company Review Current Publics Review Slow Food Marketing Analysis Past Partnerships SWOT Analysis Appendix 2 | Media & Social Media Tools | 47 Media Relations Policy Social Media Policy Online Newsroom
Messages and Themes | 6 Channel Strategy | 7
Media Channels Non-media Channels Interactive Media Channels Primary | Madisons 25-34 Population Volunteers Potential Network Partners Media Internal Communication
Appendix 3 | Press Materials | 55
Target Audiences | 10
Pitch Letter and Corresponding News Release Email News Release Slow Food Madison Media Coverage Slow Food Madison Social Media Coverage Slow Food Madison Social Media Mentions Research Resorces
Appendix 4 | Research Materials | 62
Other Tactics | 24
Social Media Tactics and Tools Conflict Managemen t | 27 Issues Identification Communications Plan
Budget | Timeline Summary | 33 Evaluation Summary | 35 Slow Food Madison | Public Relations Plan | Stop, Drop & Slow 2011
J
&
J Executive S u m m a r y
Opportunity Statement
Madison has an existing network of organizations and resources that focus on local food and coincide with the values and mission of Slow Food Madison. Although it has existed as an organization for over a decade, Slow Food Madison still faces some challenges in integrating with this community and reaching out to its key publics. Minimal funding and a small base of active members have stunted SFMs programming. Additionally, communication both within the organization and to its external stakeholders has been limited. Together these factors have limited the publics awareness of Slow Food Madison and, consequently, the organizations ability to execute the goals of the larger Slow Food movement. Slow Food Madison has the opportunity to execute a public relations plan that will establish an identity and a brand for the organization within Madisons local food community.
Situation Analysis
Slow Food is about taking the time to stop and think about the food you are eating. Its about honoring the places where the food comes from and its traditions. Its about enhancing relationships with the people close to you, and those you may not even know. Slow Food is more than a movement; its a community and a way of life. While Slow Food does stress the importance and suggests that eating locally grown products is better for the environment and health, its not the movements sole purpose. The slow food movement aims to slow down the processes in which people purchase, prepare, and consume food. This could mean establishing home-cooked family dinners two to three times a week instead of eating out. Our attitudes toward food and the preparation of food should be enjoyed and remembered, not rushed and forgotten. In our very own Wisconsin, we have the privilege of being at the heart of an active farming community able to supply our grocery stores with delicious locally grown and produced products.
Slow Food Madison | Public Relations Plan | Stop, Drop & Slow 2011
J
&
J
This year marks the 12th anniversary of the creation of Slow Food Madison. In 1999, the same year the international Slow Food Movement came to the United States, two local Madison women used their passion for preserving, experiencing and enjoying the culinary traditions of Wisconsin to start up one of the first chapters of Slow Food USA 13. Since Tami Lax and Leah Caplan started SFM, the organization has changed its leadership quite often and is currently working to establish a more structured internal organization and communication. A board of advisors, elected in March 2010, currently runs SFM. This year the meeting is planned to take place in May. The nonprofit organization currently has around 100 paid members and more than 500 contacts on their mailing list. With a website that is in the process of being updated, members have limited access to information about the organization and upcoming events through e-mail, Facebook and a link to SFMs calendar. While the organization has been able to maintain at least 20 paid members, as required by SFUSA, the trends of slow food and buying local are currently growing in Madison and could help to increase membership and spark interest among new demographics. Similar organizations such as REAP Food Group, the Madison Area CSA Coalition (MACSAC), Madison Originals, and the Dane County Farmers Market, are slightly larger in size and appear to be more well-known in the Madison community. Membership for the SFM chapter is processed solely by SFUSA, which makes it important for SFM to strengthen its communication with current and potential members about the Slow Food movement. From talking with members of the leadership board, current SFM events tend to bring in anywhere from 10 to 50 guests, and not all are members. SFM hopes to reach out to younger crowds and empower its current members to become even more active, however SFM is struggling make its name and mission known. As a nonprofit organization, SFM has limited funding resources and must hold fundraising events to break even. Advertising and marketing for events cost both time and money, which are precious to SFM. From our research it is clear that enjoying food, buying local, and supporting local agriculture are important within the Madison community and could help SFM advocate for its cause of preserving and honoring local culinary traditions. As we continue to build a public relations plan, we will conduct a community-based survey. Asking detailed questions of current food purchasing habits and attitudes toward local agriculture may help define a more targeted approach to achieving these goals. Additionally, our survey will attempt to collect as much information as possible about
J
&
J
the current knowledge and opinions of both the international Slow Food movement and Madisons local chapter, The nonprofit is stuck in a communications rut and needs assistance. If this situation is not acknowledged, SFM may lose membership and will continue to take a back seat to other initiatives in the area. We see the potential that SFM has to make an impact in Madison. With media relations guidance, structured internal organization and communication, and creative and unique planning, J&J Public Relations can help Slow Food Madison.
Overall Public Relations Plan Goal

For Slow Food Madison to have a unique and active presence in Madisons local food movement.
J
&
Messages a n d T h e m e s
Campaign Theme
Stop, Drop and Slow.
top, D r
J
Its slow. Its food. Its Madison.
op op
& &
slo
Because the overall goal of the campaign is to establish a brand for Slow Food Madison, the following theme will be used in campaign materials and after the campaign has ended to represent Slow Food Madison:
Key Messages
Enjoy and share the pleasures of good food and shared meals as a community. Discover the benefits of clean food thats good for your body and good for our environment. Celebrate Wisconsins unique culture of food and drink.
J
&
J Channel S t r a t e g y
Media Channels
N e w s p a pers D e s p i t e their declining circulation, newspapers still serve as an import a n t i n f o r m a t i o n s o u rc e f o r m o re h i g h l y e ducated audiences, which coincides with SFMs target audienc e s 1 . T h e i r p a s s - a l o n g f a c t o r a l s o m a k es them an attractive medium. Since newspapers are also be t t e r t o p ro m o t e a c a l l t o a c t i o n 1 , u s i n g t h em to announce SFMs activities and events is ideal. M a g a z i n es M a g a z i n es target specific audiences, which makes them ideal for an o r g a n i z a t i o n l i k e S F M t o u s e t o re a c h re aders with specific interests related to the organization. Maga z i n e s s u c h a s M a d i s o n M a g a z i n e a n d E d i b le Madison would allow SFM to communicate with an audienc e t h e y k n o w i s i n t e re s t e d i n t h e i r issues.
Non-media Channels
Meetings E s t a b l i s h ing consistent meeting schedules will allow Slow Food Madis o n t o b u i l d a n i n f r a s t r u c t u re i n t o i t s relationships with different target audiences. Meetings are valu a b l e b e c a u s e e a c h p a r t y h a s c o m m i t t ed its time to share insights and gain information. Because of t h e s e a d v a n t a g e s , t h i s c h a n n e l c a n b e a pplied to the various audiences SFM will be working with. S p e c i a l Events E v e n t s a re another way for Slow Food Madison to reach all of its vario u s a u d i e n c e s . T h e y g a t h e r c a p t i v e audiences where messages of the Stop, Drop and Slow campa i g n c a n b e s h a re d . T h e y c a n s e r v e m u ltiple purposes depending on the audience and also allow for c re a t i v e e x p re s s i o n t h a t h i g h l i g h t /illustrate SFMs unique brand.
J
&
J
I n - P e r s o n Communication T h i s w i l l allow Slow Food Madison to communicate in a more intimate w a y w i t h p o t e n t i a l m e m b e r s , v o l u n t e e rs or partner organizations and receive and respond to feedba c k f ro m s p e c i f i c a u d i e n c e s . L o c a l c o mmunity groups and organizations allows for direct, one-on-o n e c o m m u n i c a t i o n w i t h s p e c i f i c a u d i e n c e s and feedback based on the interests of these groups. G r a s s ro ots Marketing M a r k e t i n g through grassroots efforts will allow Slow Food Madison to c o m m u n i c a t e t h e m e s s a g e o f t h e i r c a mpaign at a broad scale. Audiences who may be interested in S F M s m i s s i o n b u t n o t h e a r a b o u t t h e organization through other means will lear n about SFM and h a v e t h e o p p o r t u n i t y t o b e c o m e a m e m b er or volunteer. N e w s l e t t ers N e w s l e t t ers will allow Slow Food Madison to communicate key messag e s , n e w s a n d u p d a t e s t o i t s t a r g e t a udiences on a periodic basis.
I n t e r a c t i v e M e d i a C h a nnels
Email I n a d i g i t al age, email communication is a direct way to communicate w i t h e s t a b l i s h e d m e m b e r s a l re a d y part of Slow Food Madisons database. Additionally, these mes s a g e s a re e a s i l y s h a re d b e t w e e n members and their f riends who might become interested. The s e m e s s a g e s a re s h o r t a n d e a s i l y d i gested in limited peri ods of time. Blog E s t a b l i s h ing an organization blog is an easy way to document and rec a p re c e n t e ff o r t s i n a d d i t i o n t o p ro v i d i n g followers with useful information. A recent eMarketer press re l e a s e s u g g e s t s a n i n c re a s i n g i n t e re s t i n blog readers and the growing comfort level of using blogs a s a n e w s s o u rc e 6 . T h e p re s s re l e a s e e stimates blog readership to rise to nearly 60 percent of the In t e r n e t p o p u l a t i o n b y 2 0 1 4 .
Slow Food Madison | Public Relations Plan | Spring/Summer 2011
J
&
J
We b s i t e A t re n d y, clean and user-friendly web site is a must for almost any org a n i z a t i o n t o d a y. A w e b s i t e i s a c o m m unication tool and online face for information about an organiz a t i o n s i n i t i a t i v e s , e v e n t s a n d c o n t a c t i nformation. An eye-catching and working web site could help S F M i n c re a s e a w a re n e s s o f t h e o r g a n i z a tion through increased search engine traffic. S o c i a l M edia A c ro s s t he board social media networks are a great way to establish a m o re p e r s o n a l c o n n e c t i o n w i t h c u r rent and potential members. Communication is interactive and i s c o n t r i b u t e d b y b o t h p a r t i e s . A d d i t i o n ally, social media is a fast and easy way to broadcast short m e s s a g e s o f u p c o m i n g e v e n t s o r p l a n c h a nges.
J
&
J Target Aud i e n c e s
P r i m a r y Ta rg e t | M a d i s ons 25-34 Population
Young adults between the ages of 25 and 34 make up the largest proportion of the population surrounding downtown Madison 15. They are an ideal group for Slow Food Madison to target as new members because of their higher disposable income and the similar attitudes they share with some of SFMs current members. Research shows that this group is willing to pay extra for quality products that are environmentally friendly and they enjoy cooking for leisure, two traits that put them in line with what Slow Food Madison is about 16. Unfortunately, their busy, work-centered lifestyles also affect their food habits. Theyre more likely to spend money on food away from home or buy fast food to stay within their budgets 16. They may not know about SFM specifically, but they are likely to belong to an environmentalist organization. This group is likely to be single or married without children, work full time and have a college degree or higher. Slow Food Madison should reach out to this large portion of Madisons population and work to overcome its food-related obstacles in order to create a new cohort of SFM members. Objective | To increase mailing list subscriptions among the 25-34 Madison population by 100 during the campaign timeline. Strategy | Since one of the key messages in Slow Food Madisons campaign is to enjoy food as a community, events that bring this group together are essential to the plan. These events should be the core of the plan and the height of its creativity the things that audiences remember most about Stop, Drop and Slow.
10
J
&
J
Activities and Tactics Campaign launch event Stop, Drop and Slow on the Square For this event, Slow Food Madison will partner with the Dane County Farmers Market to stand on the Capitol Square and hand out promotional materials on the first day of the outdoor farmers market on Saturday, April 16th. Volunteers in Stop, Drop and Slow t-shirts will be standing on the corners of the capitol handing out Stop, Drop and Slow stickers, holding clipboards for people to sign up for the mailing list, and handing out quarter fliers. The fliers will explain who Slow Food Madison is and detail the campaigns events for the first month. Links will show audiences how to find out more information on the campaigns web page and Facebook page. Slow Food Madison will also have a booth at the Capitol Square that day where visitors can find out more information about Slow Food Madison or sign up to receive volunteer emails. SFM will announce the event one week prior on its Facebook page to generate interest for the launch. SFM will also use its Twitter campaign handle to start a discussion the Wednesday before the event. They will use the hashtag #stopdropslowWI, asking How do you stop, drop & slow? A partnership with the Dane County Farmers Market will allow SFMs campaign web page to be linked to the DCFM page and vice versa, allowing for even more traffic to SFMs page. SFM will send news releases and media kits to its media contacts prior to the event. Spring seed workshop As the first of three monthly events for the campaign, the spring seed workshop will bring people together to educate them on how to grow their own vegetables, providing them with seeds to take home with them, and allow time for socializing as well. Cost to get into the event will be $15 for nonmembers and $10 for members. A short introduction by Slow Food Madison leaders will briefly discuss the organization, its main goals, and information about the Slow Food movement. Attendees will hear tips on how to grow their vegetables and more general tips about gardening at home. This event will be aimed for beginners who have never gardened or have limited gardening experience. Local, trusted experts on gardening from Troy Community Gardens will provide advice as well as information on how home gardening can be a cost effective way to eat more fresh produce.
11
J
&
J
This event will take place at Graze, a Madison restaurant that serves local ingredients, on Wednesday, April 27. Owner Traci Miller will offer attendees recipe ideas for the vegetables they will grow from their seeds. A volunteer email sign-up sheet will be available for attendees; a sign-up sheet for the regular mailing list will be available as well. Media contacts will be sent a media advisory prior to this event. It will also be publicized on the web page calendar, Facebook and Twitter to generate awareness and interest. Spring cooking workshop This is the second of the three monthly events that will take place during the campaign. This workshop will take place one month after the first, on Wednesday, May 25. Cost to get into the event will be $15 for nonmembers and $10 for members. Attendees will come to LEtoile restaurant in Madison, where Chef Tory Miller will show how to prepare three quick, healthy meals with the same fresh ingredients. They will go home with all three recipes as well as healthy-cooking tips for summer. A short introduction by Slow Food Madison leaders will briefly discuss the organization, its main goals, and information about the Slow Food movement. The event will also be listed on the web page calendar and announced via Facebook and Twitter. Volunteer email and mailing list sign-up sheets will again be available for attendees if they wish to sign up. Members of the media will receive media advisories prior to this event. Summer solstice farm walk For this last monthly event in the campaign, Slow Food Madison will partner with the Blue Moon Community Farm in Stoughton, WI. This will take place on Wednesday, June 22 at the participating farm and will celebrate the summer solstice. Cost to get into the event will be $15 for nonmembers and $10 for members. The event will be announced on the campaign web page, the Facebook campaign page and Twitter for two weeks prior to generate interest for the event. Another short introduction by Slow Food Madison leaders will briefly discuss the organization, its main goals, and information about the Slow Food movement. On the farm, the owner(s) will do a walking tour of the farm, discussing during the walk the reasons for his/her interests in sustainable agriculture, how he/she is involved in the local food system, and tips for
12
J
&
J
attendees on how to take part in that system or be producers of their own. The event is designed to be practical and educational, offering attendees direct advice about things they can do to take part in the local food system and information about its importance. Attendees will have the chance to sign up for the mailing list and/or volunteer email lists at the conclusion of the event. Media contacts will be sent a media advisory before the event takes place. Final campaign event: dinner Stop, Drop and Eat Slow on the Farm This event will conclude the first annual Stop, Drop and Slow campaign and will take place on the Blue Moon Community Farm in Stoughton, WI. It will take place on the evening of Thursday, July 14. The cost for this event will be a little higher because of the meal provided. It will cost $50 for nonmembers and $40 for members. The dinner will be announced on the web page, Facebook page and Twitter page to encourage people to attend. A link to the farmers web site on SFMs campaign web page will provide audiences with more information about the farm. Attendees will hear an introduction from Slow Food Madison leaders about the organization and its mission, followed by time for socializing as volunteers prepare the meal. Chef Tory Miller, executive chef and co-owner of Graze and LEtoile restaurants in Madison, will plan the meal and lead the cooking and preparation. After the meal, attendees will have a choice of board games, card games and lawn games to play to make it a slow evening. The book How do you Stop, Drop and Slow? will be available for purchase for $3.00 for the first time at the dinner. Attendees will have the chance to sign up for the mailing list and/or volunteer email lists at the conclusion of the event. Local media will be sent a news release in advance of the event and a media kit the day of, including the news release for the event, a fact sheet and backgrounder about Slow Food Madison, and photographs (if available) or photo opportunities.
13
J
&
J
Eat Slow, Drink Slower happy hours Similar to the SLUR events that Slow Food Madison holds now, the Eat Slow, Drink Slower happy hours will happen once a month in a different sponsored venue each time. The cost for the event will be free; this will be a time for audiences to simply socialize and get together as a group. At the beginning of the evening, a Slow Food Madison leader will give a brief description of the organization, emphasizing the other campaign events and the chance to visit the web page and Facebook page. Media advisories will be sent to local print media outlets to ensure that these events are published in their calendars. Attendees will have the chance to sign up for the email list or the volunteer mailing list throughout each happy hour event. Strategy 2 | This population is likely to share information they find interesting with their friends and peer networks. An increased presence in social media could increase direct interaction and communication with this audience. These networks are inexpensive, easy to manage and widely used among this new consumer group. Connecting and challenging this demographic to keep up with our campaign will encourage them to pass our messages on. Activities & Tactics How do you Stop, Drop and Slow? Throughout the campaign, Slow Food Madison will ask Facebook friends, Twitter followers and visitors to the blog, How do you Stop, Drop and Slow? The question may be framed specifically for spring and summer holidays such as Mothers Day, Memorial Day Weekend and the July 4th. SFM will ask friends and followers for recipes, tips, photos and stories about how they Stop, Drop and Slow. The resulting compilation will be published in a book of advice on how to Stop, Drop and Slow at the end of the campaign. Attendees of the final dinner will each receive a copy of the book, and additional copies will be available for purchase. The book is designed to give audiences ideas of how to slow down their lives and reconnect with their food. Having a book of tips from fellow Slow Fooders will show them how easy it is to incorporate small things into their life that allow them to Slow Down.
14
J
&
J
Facebook Contest | Slow Down your Recipe We will hold bi-weekly Facebook photo contests for Slow Food Madison followers to upload pictures of food they have prepared within the given categories. These categories will include breakfast, lunch and dinner. Photographs will be uploaded to our public album on Flickr and participants should then post a link on the wall of our Facebook campaign page. The category will be posted at noon on Sunday, and the contest will continue until the following Saturday at noon. Votes will be counted and a winner will be announced during the off week. Additional guidelines: All food must be prepared by the owner of the photo, any photos found not to be originally produced will be disqualified. Photos should include a list of ingredients as a caption so that other users can try to replicate the delicious dishes displayed. Once photos have been uploaded, winners will be based on the number of total likes for each photo in each category. Winners from each category will receive a personal invitation to attend the campaigns closing dinner, Stop, Drop and Eat Slow on the Farm.
Volunteers
To execute their events successfully and function as an organization, Slow Food Madison relies heavily on volunteers. While member volunteers may be ideal, recruiting Madison citizens to volunteer who may not know about SFM gives the organization another way to reach potential members. More than 60 percent of Dane County residents said they volunteer a portion of their time to volunteer work, and more than 80 percent said they are concerned about peoples access to food for a healthy lifestyle 16. The interest in Slow Food Madisons mission exists in the region; the organization needs to connect with those willing to give their time to a cause they believe in in order to expand its reach in the community. Objective | To increase the number of volunteers by 50 during the campaign timeline.
15
J
&
J
Strategy 1 | Audiences first need to know what opportunities exist in order to get involved. Generating awareness of volunteer needs on a regular basis among those expressing interest in Slow Food Madison is important to executing this objective. Activities & Tactics Sign-up sheets at every event At every event in the campaign, audiences will have the chance to sign up for the volunteer email list and be encouraged to visit the campaign web page to learn about volunteer opportunities. Monthly e-newsletter A monthly e-newsletter sent out regularly to volunteers will keep them updated on opportunities that are available and whats been happening, allowing for a sense of community. This newsletter should recap recent events where volunteers helped out, emphasizing how they made a difference in the execution of the event. Some short quotes from volunteers about the events they took part in will also be included. A calendar of upcoming volunteer opportunities will also be provided. This will also be available on the campaign web page so those not subscribed to the volunteer email list can have access to it as well. Finally, each newsletter should include a few tips on how to live slow, emphasizing the key messages of the Stop, Drop and Slow campaign. In-person communication visits Slow Food Madison leaders and volunteers will partner with other groups and organizations to visit and encourage the groups to get involved as volunteers with SFM. This could include parents on a PTA board, mothers groups, or other nonprofit organizations. Visits will be scheduled as needed, but SFM will plan to make at least one visit each month. Groups will hear an explanation of who Slow Food Madison is, what they do, and what their mission and values are. Here, speakers will communicate the key messages of the organization. Afterward, audiences will have the chance to sign up for the volunteer mailing list and will be encouraged to visit the SFM web page or Facebook page for more information.
16
J
&
J
Monthly Meetings Each meeting will discus upcoming events for the next month and ask those interested to sign up as either volunteer leaders (2-4 per event) or regular volunteers Volunteer leaders will report to SFM leaders and communicate the roles and duties of each volunteer at their scheduled event. Leaders will also be in charge of checking guests in and making sure the event area is left clean. Meetings will also provide education and training for documenting each events attendance and success Madison community members who have signed up for our volunteer mailing list will receive monthly e-mails with a calendar or upcoming events and a time/location for the next meeting Volunteers do not need to be a member of Slow Food Madison; however, it is strongly encouraged Volunteer feature on the blog Each month, a volunteer who recently helped out at an event will be asked to write a blog post communicating his/her experience with the Slow Food Madison community. This public recognition of SFMs volunteers will show others what they may gain from volunteering and encourage them to get involved. It will also acknowledge the hard work volunteers put into all of SFMs events to help them run smoothly. Strategy 2 | Slow Food Madison should learn more about volunteers and how they might want to get involved. Doing this will allow SFM to create volunteer opportunities that people are excited about. Activities & Tactics Survey of current volunteer email list subscribers To create volunteer opportunities that people are interested in, a survey will be sent to those subscribing to the volunteer email list. This survey will ask questions about what they enjoy doing as a volunteer, what types of skills they have to apply to a volunteer position or which volunteer opportunities sound the most appealing to them. The survey will be sent out in the second week of May; this will allow for new audiences to sign up for the volunteer list since the start of the campaign but will also leave enough time for SFM to alter their volunteer opportunities as needed for the remainder.
17
J
&
J
Potential Network Partners
Madison has a large network of food-related organizations that SFM has partnered with on occasion, but informally. Groups such as the Dane County Farmers Market, REAP Food Group and the Madison Area CSA Coalition (MACSAC) are nonprofit organizations that have values similar to SFM, such as encouraging people to learn about where their food comes from. They represent only a small portion of the community involved in Madisons local food movement, which also includes restaurants, businesses and farmers. These groups contribute to a network of partnerships and resources that Slow Food Madison could both benefit from and contribute to if a more formal relationship existed. Objective | To create formal collaborations with other nonprofit organizations that will sustain SFMs programming efforts in the future. Strategy | Building these partnerships will necessitate regular dialogue initiated by SFM to inform other organizations about what they are doing. This will also give SFM the opportunity to receive feedback from these groups and exchange ideas for events and programming. Activities & Tactics Seasonal meetings Slow Food Madison will coordinate four annual meetings with potential network partners to engage in discussion and calendar building of co-sponsored events for the upcoming year to continue the events started during the Stop, Drop and Slow campaign. The first of these meetings will take be held at the start of the spring season following the opening of the Dane County Farmers Market. All meetings will be a potluck meal focused on sharing new recipes produced with locally grown food that is currently in season. Reminders of each meeting will be sent via e-mail and will link to a Google calendar where organizations will be asked to RSVP and post the dish they plan to bring. Additionally, each organization should bring copies of the recipe and a volunteer photographer will take photos to add to our Stop, Drop and Slow Cookbook. (Will be available in July)
18
J
&
J
Media
The local print and broadcast media in Madison are the publics way of finding out whats happening in their community, and establishing a working relationship with these outlets is essential for Slow Food Madison to gain the publicity it wants and needs. Because of its limited exposure in the media, knowledge of SFM at publications such as the Wisconsin State Journal, the Cap Times or the Isthmus is likely minimal. Other media outlets, such as Madison Magazine or Wisconsin Public Radio, may not have any knowledge of the organization. Creating and maintaining connections with those outlets will allow SFM to proactively contribute to its identity in the community. Objective | To build relationships with local print and broadcast media reporters to increase the likelihood of media coverage of SFM events. Strategy | Providing members of the media with well-prepared, consistent documents and information will give them what they need to cover Slow Food Madison and keep them updated on the organizations activities. Additionally, being consistent in its communication will help Slow Food Madisons brand develop a level of reliability. Activities & Tactics Journalist film-screening event Slow Food Madison will host a film-screening event with local media reporters to familiarize them with the organization as the Stop, Drop and Slur campaign begins. Reporters will watch a food-related documentary (yet to be determined by SFM), followed by a short presentation by Slow Food Madison leaders and time for socializing. This event will occur at 6:30 pm on Thursday, April 21, within the first week of the Stop, Drop and Slow campaign launch. Slow Food Madison will partner with the Wisconsin Union Theater to show the film. All journalists on the media contact list will receive a media advisory inviting them to the film screening. This event will allow SFM to get to know Madisons local reporters their specialties, interests, and preferences. Slow Food Madison will also have the opportunity to share some knowledge about their mission and values
19
JJ
& &
JJ
through both the chosen movie and through the information shared with the reporters, which will include key messages and campaign events. Media contact list A database of local media contacts will list their publications, specialties and contact information so media materials can be sent as efficiently as possible. Newspapers that will be included are the Wisconsin State Journal, Capital Times and Isthmus. These are outlets where Slow Food Madison has been covered in the past and can build upon existing (if weak) relationships with reporters. Magazines to be included are Madison Magazine, Edible Madison and Natural Awakenings. These are magazines that have audiences similar to SFMs target audience; the latter two also have special interests that coincide with SFMs interest in local, sustainable foods. News releases Slow Food Madison will send out news releases for the larger events in the Stop, Drop and Slow campaign, including Stop, Drop and Slow on the Square the campaign launch event, and Stop, Drop and Eat Slow on the farm the final campaign event. News releases will communicate as many of the campaigns key messages as possible through quotes and information provided by Slow Food Madison sources. These releases will be developed based on each events publicity form; however, each release will be tailored to the needs of each news outlet and reporter. News releases should follow the appropriate standard format indicated in Slow Food Madisons media relations policy depending on how they will be distributed. These may be sent out in either print format or electronically. Media advisories During the Stop, Drop and Slow campaign, media advisories will be sent for the following events: the journalist film screening, the seed workshop, the cooking workshop, and the summer farm walk. Unlike news releases, media advisories will be short and concise, only listing the most pertinent information about an event. Media advisories will be created for each event based on that events publicity form and sent to news
20
J
&
J J
outlets in the media contact list. This will be done no later than one week prior to an event. Each media advisory will follow the appropriate standard format indicated in Slow Food Madisons media relations policy. Because these media advisories may be sent out either in print or electronically, each one must be tailored to its specific medium. Media kits Slow Food Madison will send media kits to journalists for the following events during the Stop, Drop and Slow campaign: Stop, Drop and Slow on the Square the campaign launch event, and Stop, Drop and Eat Slow on the farm the final campaign event. Media kits will include the news release for the event, a fact sheet and backgrounder about Slow Food Madison, and photographs (if available) or photo opportunities. To save on costs, media kits will be sent out electronically during the campaign and will be available on the campaign web sites online newsroom. Online newsroom As part of the Stop, Drop and Slow campaign web site, the online newsroom will provide reporters with a quick and easy way to see what news content Slow Food Madison is generating. Access to press releases, a multimedia gallery, and live feeds of the campaigns Facebook, Twitter and Flickr pages allow reporters to see up-to-date information about the campaign as well. Publicity form This form will be completed for every event Slow Food Madison hosts. It is designed to capture all the information about an event so that, when news releases and media advisories must be tailored to the specific news outlet and/or reporters, SFM will have a single source of information to turn to. Information on the form will include: event name, event description, main audience, location, date, time, partners, purpose of event, attendance, and comments. Creating these forms for events will also serve as a useful record for SFM when evaluating events in the future.
21
J
&
J
Internal Communication
Although Slow Food Madison has a small infrastructure, communication within that structure is vital. The board members of SFM know the organization better than any other group, and effective communication among t hem will impact how they communicate with their members and other publics. An improvement in those first lines of communication will show itself through the rest of Slow Food Madisons efforts. Objective | To work with SFM leaders to improve internal communication and organization structure. Strategy | Guidelines, along with the communication of those guidelines, will help Slow Food Madisons leaders operate the organization more consistently and effectively. Activities & Tactics Media Training Before a member or leader of the organization is able to become an admin for posting content to Facebook, Twitter or Blog, he or she must review a series of pre-sourced informational videos These videos will be available through the organizations private group page on Facebook. Each video will convey the basics for managing, editing and communicating via different social networks. For staff working with the Stop, Drop and Slow campaign educational videos will be available for Twitter, Facebook and blogs.
Upload this to Facebook
22
J
&
J
Private Group Page on Facebook for Internal Communication (similar to an intranet) Slow Food Madison already hosts its own Facebook page and the cost is Share pictures, news, and free. documents Using Facebook would also help the organizations leaders become more comfortable with the medium and would increase the number of people contributing to this and other social media outlets. The private group function on Facebook allows users to post information that will not be visible to all Facebook users. Other tools will allow leaders of the organization to post questions and gain responses, as well as, create internal events such as meetings. As a less formal platform, leaders of SFM will increase communication between each other to create a stronger leadership for the organization.
Create Events Private Chat
23
J
&
Social Media Tactics and Tools
Stop, Drop and Slow web page Slow Food Madison will create a web site, www. Follow the News pre s s re le ase s wh at pe ople a re s ay i ng StopDropSlowWisco.com, to act as a central site for all information relevant to the campaign. The web site will be uniquely designed as a tool for campaign followers and those interested in learning more. Sub-pages of the campaign website include: 1. About 2. Get involved 3. News 4. Blog mul t ime di a g a l le r y 5. Links 6. Gallery All sub-pages will share a similar design to the homepage with only the three main images in the banner rotating between pages. These images have already been copyrighted for the use of Slow Food Madison. The campaign web site will include links to all relevant campaign profiles and general Slow Food Madison profiles. We also plan to include a list of valuable resources for our viewers to learn more about Slow Food and other local opportunities to become more involved in the movement. The News Section will include RSS feeds of news publications and multimedia components mentioning the Stop, Drop and Slow Campaign. There will also be Facebook, Twitter and Flickr feeds so audiences can navigate easily among the different social media networks. Throughout the duration of the three-month campaign we intend to have the Dane County Farmers Market
donate now
Slow Food Madison stops traffic at the Dane County Farmers Market on Saturday Slow Food makes its way to the capitol - healthy eating for a healthy lifestyle
acebook read more... read Slow Food Madison to release more... its locally infused cookbook this month lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum witter lorem ipsum lorem ipsum lorem ipsum flickr ipsum lorem ipsum lorem ipsum lorem um lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum um lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum orem ipsum lorem ipsum lorem ipsum lorem
w slo
St o p
J Other Tac t i c s
,D
p& rouniting the taste buds of Madison Foodies

and those who love to eat
search our site...
about
get involved
news
blog
links
gallery
Slow Food Madisons annual farm read more... dinner to build longer table Side Dishes: Eat Slow, Drink Slow a Slow Food Madison Slur for read more... young singles
um lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lore
lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem i
um lorem ipsum lorem ipsum
read more...
Site Map | Slow Food Madison 2011 | Contact
24
J
&
J
website link to our campaign site as well as other organizations and publications. The contact page will include information for both media contacts as well as organization members/ volunteers. Links will take viewers to their preferred email application and allow for communication with SFM leaders. (Please note: two new email accounts will be created for use during the campaign: sdsinfo@ slowfoodmadison.com and sdsmedia@slowfoodmadison.com) A contacts page will also give viewers information to get in touch with Slow Food Madison if they want more information. The Get Involved section will display a form feed where viewers can enter personal and contact information to receive a weekly newsletter from Slow Food Madison that will include information about the campaign efforts. ( A weekly newsletter is currently being sent to SFMs email contact list). This page will also include feed of upcoming events and links to SFMs Google Calendar that is currently in use. Information will appear about time, date and location. A contact for each event will also be established to answer any potential questions. The Gallery section will continuously be updated with photos that have been taken by either SFM board members or that have been sent to one of our campaign email accounts. A note to viewers encouraging them to send photos of themselves or others attending events will be displayed on the page. Campaign E-mail Accounts To improve organization throughout the campaign, two new email accounts will be created. For general inquiries and photo submissions will be sent to sdsinfo@slowfoodmadison.com Media inquiries will be sent to sdsmedia@slowfoodmadison.com Multiple e-mail accounts are generally included when purchasing a new domain from hosting sites such as GoDaddy.com. Stop, Drop and Slow Facebook page Slow Food Madison will create an additional group page to promote and inform users of its Stop, Drop and Slow campaign. By creating a direct link from the original Facebook page we intend to attract both current followers and new followers to like the campaign page. Doing this will give SFM a place to maintain a continuous flow of direct dialogue and interaction with followers about the campaigns activities and encouraging them to attend.
25
J
&
J
The campaign page will post daily content that is in accordance with the preapproved content calendar. The calendar includes generated content that strategically communicates the core messages of the campaign, promotion of campaign events, and useful information for followers (i.e. recipes, links to sourced news, etc.) Slow Food Madison will also use the Facebook page for the campaign as a promotion for a weekly photo recipe contest. Slow Food Madison and Stop, Drop and Slow Twitter Accounts Slow Food Madison will create two Twitter handles to become an active contributor to the fast-paced and widely used Twittersphere. The handle @MadSlowFood, will be created as profile for the organization overall. Additionally, @StopDropSlowWI will be created as a profile to promote upcoming events and contest information for the organizations Stop, Drop and Slow campaign. The Stop, Drop and Slow handle will create tweets according to the content calendar. Because of the limited character length, tweets will vary between individual, 140-character messages and links back to the campaign Facebook page and/or web page and vice versa. Similar to the content for Slow Food Madisons other social network platforms, those posting and/ or updating these profiles will follow the content set in preapproved content by the organizations leaders. (please see Content Calender Creation for more informtation) The Slow Food Madison handle will tweet both those messages geared toward the campaign as well as links to information the organization is posting on its Facebook page. Content calendar Slow Food Madison will source and create content for social media platforms at least one month prior to the dated post so board members can approve the material. Platforms included are the organizations Twitter page, Facebook page and online blog. Content will include information about campaign events, posts that promote the campaigns key messages, and any other topics relevant to the campaign. This tool will allow Slow Food Madison to prepare and protect itself from potential mistakes or lulls in social media efforts.
26
J
&
J
Conflict Management
Issues Identification 1 | Recall of locally grown food The possibility of a recall of any food locally grown in Wisconsin would have major implications for Slow Food Madison. This event would be most likely to occur in the spring, summer or fall months when fresh local produce is widely available at grocery stores, farmers markets and through Community Supported Agriculture (CSA) shares. It could also be possible year-round if the recall involved meat, dairy, poultry or eggs. The number of variables in an event like this the product involved, the number of food producers in Wisconsin, the potential causes of a recall and the localized population it could affect are what make it a smoldering issue for Slow Food Madison. A major recall would affect all consumers of Wisconsin-grown food products, which would include members, volunteers and followers of Slow Food Madison. This audience would have questions about the issue and want to hear from a trusted source about steps to take. Another affected audience would be SFMs partners, especially local farmers. Those who grow or raise the same product that has been recalled would have to clarify whether theirs was safe to consume and reassure the public of that fact. Finally, the media would be a critical audience in this type of issue. Members of the local news media would be responsible for reporting accurate information to the public about the recall. This issue should be placed in the amber zone on the Issues Management grid. Because of the relatively safe and straightforward farming practices used by those who sell their food locally, the crisis probability factor is low. However, the crisis impact value is high because a food recall in Wisconsin would affect a very concentrated population. Although Slow Food Madison wouldnt have a direct role in an event like this, their support for locally grown foods would necessitate communication between the organization and its audiences to provide accurate and trustworthy information about the situation.
27
J
&
J
2 | Slow Food USA or other Slow Food chapter caught in a crisis In a situation where another Slow Food group is caught in a crisis, Slow Food Madison would be directly affected by the affiliated name. An event like this would likely occur alongside another large-scale event that Slow Food is invested in, such as one of their programs or a political campaign where the Slow Food group is endorsing a candidate. This should be considered a smoldering issue for SFM because of the large number of Slow Food groups that exist at the local, regional and national levels all over the United States and at the international level as well. One group that would be affected in this situation is paying members. If they hear about misbehavior from another Slow Food group, they may be questioning where their membership fees are going and whether they want to monetarily support the entire organization. This could also be true for volunteers; they may not want to give their time to an organization that acts in unethical or illegal ways (depending on the specific situation). Partner organizations may also come to a similar conclusion. They might decide they dont want to have a public partnership with an organization like Slow Food. Finally, the local media would be interested in hearing from Slow Food Madison about their role in the situation, and SFM would need a clear message to send to the public about their involvement or non-involvement. This type of crisis should be placed in the red zone on the Issues Management grid. The crisis probability factor is high because so many Slow Food groups exist at varying independence levels. Slow Food Madison is part of a network that has more than 170 local chapters in the US and more than 150 organizations around the world. The crisis impact value is also high because of the direct association that the public would make between Slow Food Madison and another Slow Food group that becomes involved in a crisis. Slow Food is built on values and a lifestyle that are shared by a community of people, and a crisis within one group could harm or destroy the work that other groups have done to build the Slow Food community. Slow Food Madisons most important responsibility in this situation would be to distinguish itself from the group involved in the crisis and ensure its audiences that it was not involved. 3 | Local farmer caught in inhumane and/or unsustainable actions A situation where a local farmer is discovered to be acting in a way thats contrary to the image he/she has put forward to the public could occur at varying degrees of seriousness. The public may find out that the farmer has been using chemicals on his organic produce; he may be caught mistreating his animals or feeding them
28
J
&
J
antibiotics. He may make specific claims about his products that turn out to be false. This would most likely involve Slow Food Madison if the farmer is located in Dane County or southwest Wisconsin, especially if he/she sells at the Dane County Farmers Market. This is a smoldering issue for SFM because the advocacy role the organization takes on to support local farmers and sustainable farm practices would be compromised. Members of Slow Food Madison and the general public would want clarification of and an explanation for the farmers actions, and the media would be looking for the same thing. Slow Food Madisons partners who are farmers would also become involved, since a questioning of all local farm practices would likely come up. The green zone of the Issues Management grid is an appropriate place for this type of issue. The crisis probability factor is low because of, again, the relatively straightforward practices of Wisconsins local farmers. The crisis impact value is also low. Although Slow Food Madisons support and other local farmers may be questioned, the large community of farmers around Madison would likely come together to respond with the message that the farmers behavior is not acceptable. Slow Food Madison would not face much of a challenge to stand with the larger network of local farms and support honest farm practices. 4 | Legislation that negatively impacts local farms This type of issue would most likely involve legislation in the state of Wisconsin that affects the way local farms operate; anything that lumps larger-scale farming operations with smaller farms would likely have an impact. Because interests often clash between these two entities, this situation would probably arise where a specific issue is at stake regulations on the use of runoff water, for example. This is a smoldering issue for Slow Food Madison because statewide legislation could have a large impact on the accessibility of the publics food sources, and that accessibility is one of the vital issues SFM stands for. One of the key audiences affected by this issue would be the public, including SFMs members, volunteers, followers and their family and friends. This audience would likely want to have their voices heard during the legislative process, and Slow Food Madison could act as an information source on how to do that. The media would also be covering the issue and trying to represent both sides; Slow Food Madison would have the opportunity to voice its opinion and represent the organization and the values they support. Finally, partners who are farmers could be directly affected by the legislation and would likely need as many voices as possible advocating for them.
29
J
&
J
This issue should be placed in the red zone on the Issues Management grid. The crisis probability factor is high because of the volatility that exists within state government and the clashing interests of large and small farms. The crisis impact value is also high because of the various populations this legislation would affect. Slow Food Madison supports both the local farmers who grow food and the consumers who purchase it, and the organization would have to face an issue like this in a way that advocates for all those involved. Communications Plan Crisis | outbreak of E. coli in local farmers spinach Slow Food Madison is facing a crisis that involves a recall of spinach from a Dane County farm. Slow Food Madison has partnered with the farmers for events in the past and has a good working relationship with them (a husband and wife team). Officials have confirmed that the spinach is tainted with E. coli, and 10 cases of illness have been reported and confirmed as related. The farm sells its produce at the Dane County Farmers Market, and the number of people who purchased spinach from the farms booth when the tainted spinach was available is not clear. Because of the potentially serious health risk to which an unidentified public has been exposed, this event should be considered a crisis. Crisis Management Team and Spokesperson The crisis management team will consist of two public relations agents from Slow Food Madisons public relations agency; a support person from the SFM Board of Directors; and the SFM board member who has been designated the organizations spokesperson. The public relations professionals bring crisis management experience to the team and will act as overall managers of SFMs communications. The support person will be someone who is familiar with SFMs communication channels to its various audiences and will distribute communication materials as directed by the public relations agents. Finally, the spokesperson is the name and face that the public associates with the organization. For this reason, the spokesperson will represent Slow Food Madison in all of the organizations interactions with the media. For this crisis, a spokesperson from Slow Food Madison is the most appropriate fit. The farmers involved in the crisis have likely met this person, and members of SFM are also likely to have seen or heard from the spokesperson before. In other words, the audiences involved will trust the information coming from a source theyre familiar with. Because the spokesperson will be relaying general information among groups and will not need to have technical knowledge of the issue, a representative from Slow Food Madison is ideal.
30
J
&
J
Communication Centers Because Slow Food Madison does not have a central office, the crisis management team will set up its emergency operations center in public areas with available communication channels, such as wireless internet. This could take place in a location with separated meeting areas, such as the University of Wisconsins Union South or a Panera Bread. The media information center will also be located in this public space, but SFM will also create a virtual media information center. Slow Food Madison will set up an emergency page within their online newsroom where members of the news media can go to find information on who to contact, how to contact them and where to go if they want to meet in person.
Segmented Communications Strategy

Segment

Key messages
Which farms produce was affected
Media
Timing
Spokesperson
SFM Spokesperson
SFM Members, Who may be at risk Symptoms of E. Coli Volunteers & Precautions to take Followers

Email Immediately Social media outlets
Links to official sources Information about cross-contamination How to reassre the public of your produces safety Precautions in farming practices Email Personal Calls Immediately SFM Spokesperson
Local Partners
31
J
&
J
Media Questions How can consumers know whether or not its safe to buy produce from the Dane County Farmers Market? This is the first recall the Dane County Farmers Market has had in its over 30-year history. So while this is a serious situation and it needs to be treated in that way, Madison citizens can trust that Dane County farmers use healthy and safe farming practices. How will other local farmers know if their produce is at risk for an outbreak? Officials have stated that produce sold at the farmers market on the same dates as the tainted produce is not at risk. Only the spinach sold by the involved farm should be avoided. Officials have also not yet determined the cause of the outbreak. When the cause is discovered, farmers can compare their own farms circumstances to determine if they may be at risk. How does this outbreak make expensive produce from small farms any safer or more healthy than produce available at the grocery store? Locally-grown, organic produce is nutritious, better-tasting and more sustainable for our environment, and again, this is the first time the Dane County Farmers Market has had to issue a recall in its decadeslong history. Consumers should follow the guidelines issued by officials to avoid the situation at hand, but they should also keep in mind the clean history of the Farmers Market. Even when the recall is announced to be over, how can consumers know that the produce is safe to buy again? Officials have extensive training with food recall situations and will not cancel the recall until they are certain no further health risks exist. Consumers should follow official guidelines. Will this recall result in stronger regulation of vendors at the Farmers Market? When all the facts related to the current situation are uncovered, those in charge of the Dane County Farmers Market will announce any steps they decide to take. We dont have the information to discuss any more details at this time.
32
J
&
J Budget | T i m e l i n e S u m m a r y
Estimated Budget for Stop, Drop & Eat Slow on the Farm Dinner
Agency Staff General Manager Account Executive Assistant Account Exec. Secretary Subtotals Rate/Hour 175.00 85.00 75.00 50.00 Hours 1 8 8 4 21 Total Estimate 175.00 680.00 600.00 200.00 1,655.00
Out-of-Pocket Expenses
Food Executive Chef Security Dishes/Paper Goods Equipment Rentals Productions of Tickets and Menus (layout and design, 2 half sheets, color) Photography (one day) Production of Book (30 pages, color, bound) Thank-You Notes Press Materials Supplies and Cooking Equipment Subtotal Donated* Volunteer 175.00 250.00 300.00 200.00 Volunteer 3,000.00 25.00 25.00 Provided 3,975.00
Total
*Additional food purchases will be added to the total out-of-pocket expenses one week prior to the event
5, 630.00
33
J
&
J
Stop, Drop & Eat Slow on the Farm Dinner | Timeline
April 4 - 6 April 19 May 30
Call Blue Moon Community Farm to go over logistics for the dinner & summer farm walk on June 22 have information ready for campaign launch fliers on April 16 Pitch story/send news release Plan dinner menu, confirm equipment needs with chef Tory Miller Organize volunteer roles
May31-June 2 Solicit donations of local food from area farmers/grocers June 2 June 10 June 14 June 16 June 20-July 1 July 5 July 5 - 8 July 7 July 8 July 9 July 10 July 13 July 14
Send announcement to volunteer communication channels to recruit volunteers Write pitch letter, news release and email news release Put together media kits (electronic) news release, fact sheet & photo op Set up online ticket payment Send media kits to local newspapers Announce event on social media outlets Facebook, Twitter, and campaign web page Post reminders three times weekly on social media outlets Collect & organize content for How you Stop, Drop and Slow book; produce book, tickets, menus and thank-you notes; find printer for all Print all paper materials Secure supplies cooking equipment, tables, chairs, tablecloths, flatware, silverware, centerpieces, other decorations, games Host volunteer training event Solicit volunteer securty personnel Get rough attendance total from ticket sales Pick up donated food from local sources Shop locally for remaining ingredients, beverages *cost will be added to total out-of-pocket expenses Set up for event, include alternate space in case of weather Make sure everything is ready for guests 2 hours before the event start
34
J
&
J Evaluation S u m m a r y
Evaluation of this plan is provided for in two ways. First, short-term progress tracking includes a weekly report focused on each objective to show how progress toward achievement is to be monitored. Second, a longer-term assessment of outcomes explains how the desired outcome for each objective is to be assessed or measured.
Consolidated Weekly Progress Tracking Report

Objective Objective No. 1 Activity On Schedule On Target On Budget Behind Schedule Off Target Over Budget Completed
Madisons 25-34 Population
Launch on the Square Seed Workshop Cooking Workshop Farm Walk Final Dinner Happy Hours Blog Facebook Contest
Objective No. 2
Volunteers
Sign-up Sheets Newsletter Visits
35
J
&
J
Meetings Blog Features Surveys
Objective No. 3
Potential New Partners
Meetings Online Communication
Objective No. 4
Media
Film Event Contact List News Releases Media Advisories Media Kits Online Newsroom Publicity Form
Objective No. 5
SFM Leadrs and Members
Media Training Internal Facebook
Long Term Assessment

Objective No.1 To increase mailing list subscriptions among the 25-34 Madison population by 100 people during the campaign timeline Assessment | Success in achieving this objective will be determined by measuring the increase in SFMs mailing list subscriptions by 100 people from the 25-34 Madison population at the end of the three-month campaign.
36
J
&
J
Objective No. 2 To increase the number of volunteers by 50 people during the campaign timeline Assessment | Success in achieving this objective will be determined by measuring an increase in the number of registered volunteers by 50 people at the end of the three-month campaign indicating an increase in community involvement with SFM. Objective No. 3 To create formal collaborations with other nonprofit organizations that will sustain SFMs programming efforts in the future. Assessment | Success in achieving this objective will be determined, informally, based on communication and feedback of willingness from other nonprofit organizations to co-sponsor events and initiatives with SFM both during and after the campaign. Objective No. 4 To build relationships with local print and broadcast media reporters to increase the likelihood of media coverage of SFM events Assessment | Success in achieving this objective will be determined by monitoring and documenting media mentions indicating an increase in media coverage for SFM events and topics related to the Stop, Drop and Slow campaign and the slow food movement. Objective No. 5 To work with SFM leaders to improve internal communication and organization structure Assessment | Success in this objective will be determined, informally, by evaluation surveys completed by SFM leaders and members indicating a better understanding of the organizations goals, initiatives, programming and messages. By achieving the desired outcome for each of the plans objectives we will accomplish the goal: for Slow Food Madison to have a unique and active presence in Madions local food movement.
37
J
&
J | Appendi x 1 |
Business Situation Analysis
Company Review Carlo Petrini founded the Slow Food Movement in 1986 as a protest to the opening of a McDonalds near the Spanish Steps in Rome, Italy 3. Petrini saw the McDonalds as a death to Italian cuisine. The movement continued to expand, and in 1999 Slow Food USA was founded in Brooklyn, New York. That same year, Tami Lax, owner of Harvest and the Old Fashioned, and chef Leah Caplan founded the Madison convivium, or chapter, of the International Slow Food Movement 2. As one of the first chapters in the country, Lax and Caplan were passionate about experiencing and preserving Wisconsins culinary traditions 2. Eventually, 70,000 members joined the Slow Food Movement in Europe and more than 35 countries became involved. The mission was to renew interest in slow cooking and the enjoyment of regional cuisine. Specific to the Madison chapter was its focus on artisan cheeses, sausage, and local beer and wine makers. Additionally, SFM aimed to highlight the importance of American Indian foods. This includes foods grown on locally owned or organic farms as well as Wisconsins wild edibles 2. SFM founder Leah Caplan believed that people would enjoy and benefit from a local chapter of the Slow Food Movement. Shortly after the chapter was started Caplan said, People take a lot of pride in our local heritage and want to preserve it. The time is right to create a group whose main focus is on the pleasure of preparing and eating food 2. These ideals and passions remain consistent with the organizations mission today: As a chapter of Slow Food USA, Slow Food Madison strives to bring people together to enjoy the pleasures of life while promoting and sustaining the producers of good, clean and fair food and beverages within southern Wisconsin 11. As a local chapter of the nonprofit organization Slow Food USA, SFMs primary source of funding comes from the people who attend local events 6. The organization has some money stored in accounts but overall does not have a large budget to work with. SFM seeks volunteers for help and uses time and resources from current
38
J
&
J
members involved with the chapter 6. Currently SFM has approximately 100 dues-paid members and a mailing list of more than 500 people. A chapter must maintain a minimum of 20 active dues-paid members after its first year and once approved by SFUSA, the chapter can receive a percentage of membership dues based on its current dues-paid members 13. Despite SFMs 100 paid members, events tend to attract between 10-50 people depending on the type 3. Events range from farm visits followed by potlucks, visits to artisan cheese-makers, themed dinners and cooking demonstrations (Wisconsin State Journal 10/9/2009). The form of communication for SFM is e-mail updates to its mailing list members. Due to a small budget, SFM engages in very little, if any, types of formal advertising. Additionally, the nonprofits website, www.slowfoodmadison.org, is currently being updated, thus offering minimal information. Viewers can click links to contact the organization, find them on Facebook and to sign up for their mailing list. In the upper right corner is a feed feature upcoming events and links to a Google calendar. SFM has an active Facebook account with 383 members and is updated periodically with information on events, current news, etc. Slow Food USAs Facebook page has a total of 63,673 members 19, and users on both pages interact with content posted by liking and adding personal comments. Presently, SFM solely uses Facebook as a social networking tool. Apart from its ties to the world of social media, the Slow Food Movement is establishing itself as an alternative to environmentalist initiatives. Back in 1986 when Petrini protested the building of a McDonalds in Piazza Di Spagna 14, only two CSA programs existed. Today there are thousands. Slow Food Madison is a local advocate for both the national and international movement. Current Public Reviews Current Members Although they dont have any formal means of evaluating their member base, board members at Slow Food Madison estimated that their current members make up a mixed-gender population between the ages of 40 and 50. A similar demographic segment those between the ages of 45 and 54 make up 14 percent of a 170 square-mile area surrounding downtown Madison, an area where many of Slow Food Madisons members are likely to reside15. This is the third largest age group in the area behind the young adult populations aged 25-34 and 20-2415.
39
J
&
J
As an older cohort, the 45-54 population have higher household incomes and have either bachelors or more advanced degrees 15. Research shows that current Slow Food Madison members are just as likely to be married, divorced or separated; they also work full-time, part-time or as homemakers 16. Households headed by those 45-54 spend the most on food at home, which sets them up as a prime audience for Slow Foods mission 15. They are also more likely to belong to environmentalist organizations and garden in their free time 15. And while research shows they are busy workaholics who dont have time to prepare healthy meals, they enjoy cooking for leisure, which also likely attracts them to Slow Food Madison (Simmons). The organization, however, has expressed an interest attracting a younger demographic. Those between the ages of 25 and 34 make up a larger proportion of the population in the 170 square miles surrounding downtown, and many of their attitudes are already in tune with Slow Food Madisons mission. Reaching out to them gives the organization a good opportunity to build membership. Media Our search of local media outlets has shown minimal coverage of Slow Food Madison and its events. The organization received a good amount of publicity in print media in the years following its creation in 1999 but has faded from the local media since then. More recent coverage of events in which SFM is partnered with restaurants or other organizations begs the question of which entity contacted the media for the publicity. If an established relationship exists between Slow Food Madison and the media, it is not clearly conveyed. Partner Organizations Slow Food Madison has partnered with various organizations for events in the past, including cooking breakfast at the Dane County Farmers Market during the winter and helping with REAP Food Groups Food for Thought festival 6.These organizations, as well as the Madison Area CSA Coalition (MACSAC) are nonprofits that, like Slow Food Madison, are interested in promoting and sustaining local food movements. No formal relationships exist between SFM and these groups, although they are well-established in the community and are part of a vast network of like-minded organizations.
40
J
&
J
Slow Food Madison Marketing Analysis
Media Relations Monitoring Slow Food Madison has minimal media relations activities that are evident. According to one board member (2), SFM often relies on the publicity efforts of other organizations and businesses with whom they do joint events. Consequently, coverage of the organization has consisted mostly of event announcements in the Wisconsin State Journal and the Capital Times 3. Some features have also appeared in the last five years, the most recent of which is a profile of Genya Erling, an SFM board member and founder of Slow Food UW-Madison, published in March 2011 in Edible Madison magazine 4. However, its unknown how these stories reached the media because of SFMs unclear media relations policy. Coverage of SFM began to pick up in 2005, six years after the organizations creation, and peaked in 2009 with a combination of event announcements, features and mentions in stories unrelated to SFM*. However, the organization had no media coverage in 2010. This could be because SFM created its Facebook page that year, which a board member said has been their main channel for communicating with the public 2. Slow Food Madison has had some coverage so far in 2011, but a look at the activity on their Facebook page makes it clear the organization is relying on their social media efforts for most of their publicity. Finally, SFM has a limited public voice for the media to access because of their temporary lack of a web site. Their Facebook page is the only public source of knowledge about the organization that the media can go to. Slow Food Madison has the potential to increase the effectiveness of their media relations activities. Coverage of events in the Wisconsin State Journal and the Capital Times, which are both owned by Capital Newspapers and operate online at Madison.com, is a good starting point since the web site generates 431,000 unique monthly visitors 5.
*Please see Appendix 2 for a complete list of stories
41
J
&
J
Because their coverage in features and longer pieces is limited, SFM should also be sure to emphasize the organizations key messages in those stories. A sampling of some of the articles that have featured SFM in the past shows that the organization typically discusses at least two of the four key messages listed above. The most commonly referenced message is the importance of preserving Wisconsins (or other) local food heritage. This is mentioned in the Edible Madison story featuring Genya Erling when she is characterized as being investedin the future of Wisconsins food system 4. The author also discusses Slow Food USAs Ark of Taste program, which catalogs and promotes traditional produce and livestock in hopes of saving dwindling varieties from extinction 4. In a 2009 Wisconsin State Journal story about SFMs Celebrate Autumn dinner, the author describes Slow Food Madison as an organization that aims to reconnect people with the origins and heritage of their food 9. Other parts of these stories also emphasize the value SFM places on the pleasures of food, especially when its shared. In a 2006 Capital Times story, one SFM member describes a particular program as aiming to recapture some of the food memories, something that reminds you of the tomato you once ate at your grandmothers 10. While key messages could be more explicit and included more often in these stories, the excerpts above show how SFM can effectively further its key messages through its communication with the media. To further develop the advantages of this media coverage, the Slow Food Madison should be more proactive about connecting with the media. A formal media relations plan would allow SFM to take control of their media exposure, rather than relying on partnering organizations for publicity. To supplement that plan, a media relations policy would give SFM a framework for the organization to follow in its media efforts; it would also allow for consistent internal communication regarding any activity with the media.
42
J
&
J
Social Media Monitoring
Slow Food Madison is currently using Facebook and email to connect with its members. While the organizations web site is under construction, their temporary landing page provides contact information, links to other Slow Food organizations, and a Google calendar of events. However, because of the web sites construction, we were unable to determine the sites online audience and accurately evaluate SFMs web site content. Even though SFMs web site may not be fully established, in early March of 2010 Slow Food Madison created its own Facebook page. The group posts information about current news topics and upcoming events. At the beginning of March of this year we began observing Slow Food Madisons Facebook presence using Swix, an online monitoring tool 7. Over a 20-day period SFMs Facebook page has increased its audience by 32 additional members, making a total of 379 followers. While some followers interact with the page by commenting and liking posts, Slow Food Madison generates most of the pages content (see the appendix for detailed documentation of SFMs monitored Facebook content). Facebook was the only social media network that Swix picked up and monitored. Notably, Slow Food Wisconsin Southeast (Slow Food WiSE) has a Facebook network of 442 individuals, a Twitter account with 835 followers and a fully developed web site. SFM can achieve this same online presence through the implementation of a welldeveloped social media plan.
43
J
&
J
SFM also sends out emails with information similar to its posted content as well as opportunities to become more involved. The interface of the emails match the current landing page of the organizations underconstruction web site. The messages are clear to understand and easy to read and help guide the recipient to the necessary resources and links. We also used SocialMention.com to better define the perception of SFM across social media networks. In total we only found 86 mentions. However, none of the varying blog posts, tweets, and Flickr images negatively discussed SFM (see the appendix for a detailed documentation of these mentions). As a smaller nonprofit organization, SFM has started to build up its social media presence using a limited number of social media platforms. The ability to leverage these networks will create more effective communication between the organizations leaders and its members. However, tools such as Twitter and LinkedIn could help increase the organizations presence within the Madison community. Similar to Facebook, these tools are free and generally easy to use and manage, but they do require constant attention and monitoring. SFM will need to establish a team of individuals in charge of developing content calendars for all social media platforms. However, it is important to have a strategic plan to ensure that all social media networks share similar content and overall tone. Because this campaign focuses on developing SFMs brand and image, a consistent voice to the public is key. While it may be easiest for one person to manage all of the organizations social content, this may not be realistic for a small nonprofit organization. Instead, we suggest bringing on an intern or team of interns to moderate and update social content. Developing a social media policy will also create a consistent understanding of what is expected in SFMs social media efforts.
Past Partnerships
Organizations and initiatives similar to Slow Food Madison have a strong presence within the Madison community. We have identified the following organizations: REAP Food Group Madison Area CSA Coalition Each of these organizations advocates for issues and programs similar to SFM but vary in their goals. Read below for more specifics about each organization.
44
J
&
J
REAP Food Group REAP (Research Education Action and Policy) Food Group is a nonprofit organization that was founded in 1998 12. According to their website, it has a mission to rebuild a regional food system that is healthful, just, and both environmentally and economically sustainable 12. REAP is also committed to its eight fundraising programs that further its causes. A board of several directors, in addition to staff members overseeing specific operations, runs the organization 12. REAPs core projects range from the annual Food For Thought Festival held downtown to their efforts to promote local food with Buy Fresh, Buy Local. Each of these programs brings a local aspect to the minds of their members while also reinforcing the organizations core values. Madison Area CSA Coalition The Madison Area Community Supported Agriculture Coalition (MACSAC) established its mission in the fall of 1992, according to its web site 20. Founders of the initiative saw the philosophy, spirit, and practicalities of CSA a natural fit for a progressive-leaning Madison. A dedicated board comprised of farmers and local activists in addition to three employees manning the office runs the organization. Main tasks include: creating a bimonthly newsletter as well as coordinating annual events. Overall, MACSASC strives to initiate cooperation among farms in Madison to promote and advance local, community-based food systems. Throughout the 19 years MACSAC has been serving the community, over 60 farms have at one point or another joined the coalition. Currently 48 farms make up the association. While the price of large CSA shares has increased from $375 in 1993 to $550 today, over 9000 shares have been sold in the Madison area. By purchasing a share from CSA families are provided with locally produced and grown groceries on a regular basis. Food is provided by the variety of farms involved with the coalition and gives families the opportunity to sample food from their local farms 20.
45
J
&
J
SWOT Analysis
Strengths
Support of a national organization Large informal network (as measured by mailing list)
Weakneses
Lack of consistent programming Small number of active members Limited funding Lack of internal communication and structure Small volunteer base
Opportunities
Growing support for local food movement Developing partnerships with established organizations Tapping into new consumer publics
Threats
Busy lifestyles and work schedules of primary public Perceived as an elitist movement
46
J
&
J | Appendi x 2 |
Media Relations and Social Media Tools
As a non-profit organization, the publicity Slow Food Madison gains from earned media coverage as a result of our public relations efforts is invaluable. We encourage all those affiliated with the organization to follow the guidelines outlined in our Media Relations Policy. Doing so will assure that we actively manage the public conversation surrounding Slow Food Madison. Slow Food Madison Spokesperson To ensure that Slow Food Madison is represented in the public with a consistent voice and message, one member of the Board of Directors will be named as SFMs spokesperson for all media inquiries. This person will receive some media training for the most effective communication of our organizations key messages and to establish a professional and credible public image. Responding to the Media Media requests that SFM board members, members or volunteers receive for information or comments about the organization should be forwarded on to the spokesperson. The spokesperson will either respond to the inquiry him/ herself or forward the request on to the appropriate person. If a board member, member or volunteer is authorized by the spokesperson to respond to a reporters request, he or she may do so immediately or ask for some time to get back to the reporter. If this is the case, however, please be aware of the deadlines that reporters often work under. Its okay to ask a reporter what his/her deadline is. Representing Slow Food Madison When communicating with the media or participating in an event where the media are present, remember that you represent Slow Food Madison as an organization. Please keep this in mind and treat all members of the media with courtesy and respect. Much of the perception of Slow Food Madison as an organization will come from the actions of its members.
47
J
&
J
Event publicity To guarantee complete and timely announcements of all Slow Food Madisons activities, each event should have a completed publicity form as soon as the details of that event are confirmed. When the form has all the pertinent information, it should be given to the spokesperson no later than four weeks before the date of the event. Materials Sent to the Media All materials prepared by Slow Food Madison to be sent to the media, such as news releases and media advisories, should be approved by the organization spokesperson before being sent out. They should follow the formats provided for publicity tools depending on whether they are being sent out in print or electronically. All news releases should end with the following statement: Slow Food Madison, one of hundreds of local chapters of the national non-profit organization Slow Food USA, gathers Madison citizens together with various events and programs, encouraging them to enjoy the pleasures of good food and shared meals, discover the benefits of clean food, and celebrate Wisconsins unique culture of food and drink.
48
J
&
J
Social Media Policy 11, 12
As one of 225 local chapters of Slow Food USA, these new media tools amplify our voice and help us share our goals and messages within our community 13. While social networks such as Facebook and Twitter are great for interacting and communicating with community members, it is important to follow our Online Social Media Guidelines for both personal accounts and those on the behalf of our organization. We strongly encourage our employees and group members to post and comment via social media following our Online Social Media Guidelines as we work to increase awareness and knowledge of Slow Food Madison within the community. Our Goals Slow Food Madison is a non-profit organization that aims to educate and act as a resource for the local Madison community on the goals and practices of slow food. All employees should know the organizations core values and messages as a basis for all content that is published via social media. To enjoy and share the pleasures of good food and shared meals. To discover the benefits of clean food that is good for your body and good for our environment. To celebrate Wisconsins unique culture of food and drink. Online Social Media Guidelines Organization Commitments 4 1. Transparency in all social media outlets. Slow Food Madison will not tolerate any content posted or published that intends to mislead followers and control conversation. It must be known to all users that the organization will be and is authorized to monitor and track its online presence. Slow Food Madison also requires all bloggers and social media influencers to disclose this to their readers. 2. Protection of members privacy. Any information that is personally identifiable (PII) that is collected either online, in person or any other collection method is not be shared via social media (including email and instant messaging communication).
49
J
&
J
3. Respect of copyrights, trademarks, rights of publicity, including user-generated content. All information posted to any of Slow Food Madisons social outlets not created solely by the influencer must provide readers and followers with the appropriate link to where the information is sited (this includes all news articles, YouTube videos, photographs, etc.) 4. Responsibility of our technology. Slow Food Madison will not direct or include any websites that use excessive tracking software, adware, malware, or spyware. Slow Food Madison understands and respects the personal identity of its followers and users. 5. Application of the best online practices. Slow Food Madison will utilize social media to listen and engage with the online community in compliance with these regulations. As needed, our Online Social Media Guidelines will be updated to reflect the latest standards of online behavior. Expectations for Online Influencers 1. Be trained in the social media of influence. All employees who wish to access the organizations social media accounts must complete an online tutorial for the particular network. A member of the board will then verify training and provide the individual with the proper login information. 2. Follow our Code of Ethics and Organization Policies. When utilizing the online profiles of Slow Food Madison, you are a representative for the organization and must act with honesty and integrity. Once content has been posted it is visible to all of our followers, readers and users of the specific platform. 3. Stay in coordination with content approved in the content calendars. Prior to posting and updating the online profiles of Slow Food Madison, influencers will be provided with a content calendar. These calendars are approved by Slow Food Madison board members in advance and include information for postings on a daily basis. It is critical to at minimal follow the calendar, yet additional posts that follow the Online Social Media Guidelines are strongly encouraged. 4. Maintain a record of postings and online communication. As a growing organization it is critical to monitor and gage the tone of the social discussion for Slow Food Madison. We understand that online conversations are often immediate, however, it is important to document them when officially representing an
50
J
&
J
organization. Since online organization statements can be held to the same legal standards of traditional media communications it is imperative to maintain a document of records. Please send a copy of all records to the chapter leader on a weekly basis. 5. When unsure, no disclosure. Each individual is responsible for his or her own words and actions whenever and wherever they are. Before posting make sure all content is entirely accurate and is not misleading or reveals private information of the organization. Use your personal common sense. If a situation should arise where you are unsure how to respond, please alert the chapter leader and wait for his or her response before continuing. 6. What is local may go global. Just because you are posting content in Madison, WI does not mean that the content you have posted will stay within city boundaries. Be sure to use common sense ad maintain a world view when you are initiating and partaking in online conversations. 7. Once its posted, its permanent. Mistakes can happen, but once something has been published online it becomes part of a permanent record, even if removed, deleted or made anonymous. Before posting be sure to proofread and double, even triple, check all links. 8. Be there first. If by accident you make or notice the organization has made a mistake, be the first to make the correction and showcase that you have done so. Enforcement Those who are in violation of our social media policy may be subject certain disciplinary actions, up to and including termination.
51
J
&
St o p
D ro p &
w lo s
uniting the taste buds of Madison Foodies and those who love to eat
C a m paign We b s i te
search our site...
about
get involved
news
blog
links
gallery
About Stop, Drop and Slow

o u r mis s io n
donate now
lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem
o u r proje c ts

lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum
up c omi ng e ve n ts
lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum loremrem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lolorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem
52
J
&
St o p
D ro p &
R e gi st e r On l i n e
sl
ow
search our site...
about
get involved
news
blog
links
gallery
Join our efforts

Get a weekly update from Slow Food Madison
Name
Type Here...
donate now
See whats coming up in APRIL
E-mail
Type Here...
Gender
Age
...
Interested In: (click all that apply) Attending our events Becoming a volunteer Joining Slow Food Madison Receiving more information Sponsoring an event
submit
53
J
&
St o p
D ro p & ,
O n line Ne w s ro o m
sl
ow
search our site...
about
get involved
news
blog
links
gallery
Follow the News

pre s s re le ase s
Slow Food Madison stops traffic at the Dane County Farmers Market on Saturday Slow Food makes its way to the capitol - healthy eating for a healthy lifestyle
donate now
wh at pe ople a re s ay i ng
lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem acebook ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum um lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem witter ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum um lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum flickr
read more...
ipsum lorem ipsum lorem ipsum lorem
read more...
Slow Food Madison to release its locally infused cookbook this month Slow Food Madisons annual farm dinner to build longer table
orem ipsum lorem ipsum lorem ipsum lorem
read more...
um lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lore
read more...
Side Dishes: Eat Slow, Drink Slow a Slow Food Madison Slur for young singles
read more...
lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem ipsum lorem i
mul t ime di a g a l le r y
54
J
&
J | Appendi x 3 |
Pitch Letter News Release Email News Release S l o w F o o d M a d i s o n F a ct Sheet S t o p , D ro p & S l o w C a mpaign Websites 55
April 19, 2011 Linda Falkenstein, Features and Su pplements Editor Isthmus | The Daily Page 101 King Street Madison, WI 53703 Dear Mrs. Falkenstein: Close your eyes and imagine yourself outdoors relaxing under a moonlit sky, as the aroma of roasting herbs sweeps beneath your nose. Imagine a dining room with the scenery of the great W isconsin outdoors and a crisp white tablecloth beneath a beautiful bouquet of fres hly picked tulips and glimmering candles. Imagin e your taste buds indulging in a decadent four-course meal and savoring every bite. Imagine the royal treatment. Our local nonprofit, Slow Food Madison (SFM), is preparing to make this daydream a reality, here in our very own Madison, WI. SFM recently launched the Stop, Drop and Slow campaign to educate the Madison community about Slow Food and its benefits. For your readers interested in trying something different, SFM has created the perfe ct affair. The ability to Stop, Drop and Eat Slow on the farm is scheduled to take place this July at the Blue Moon Community Farm. Since the weather will be warm and delicious food will be in season, readers will have the perfect opportunity to treat themselves to a night of the best food Madison has to offer. We are giving away six pairs of tickets to our lucky online recipe contest winners and more than 60 tickets will be available for purchase. We plan to create the longest outdoor dining room table that Madison has ever seen. The best time to reach me about more details for the farm dinner is from 8 a.m. to 4 p.m. weekdays at Slow Food Madison at 123.456.7891. You can also reach me on my cell phone at 098.765.4321. I will be in touch within a few days to check in and ask if you need any other information. Thank you for your time. Regards, Jessica Jordani Director, Public Relations
St
, D ro p op
slow
1234 University Avenue Madison, WI 53703 For More Information:
SLOW FOOD MADISON
&
56
For More Information Jessica Jordani Director, Public Relations Slow Food Madison 123.456.7890 jjordani@slowfoodmadison.org April 19, 2011 For Immediate Release Slow Food Madison Invites Guests To Dine Beneath The Moon Madison, WI April 19, 2011 On July 14, Slow Food Madison invites you to treat your taste buds to one of the finest meals you will ever taste, without the five-star dress code. Blue Moon Community Farm in Stoughton, WI will open its gates as the sun starts to set to kickoff the Stop, Drop and Eat Slow farm dining experience. The dinner will be a celebration of local food, good company, and the release of Slow Food Madisons community-built recipe book How You Stop, Drop and Slow. All dinner attendees will receive one copy of the cookbook. Additional copies will be available for purchase and all proceeds will be donated to a local Madison Food Shelf. Guests will get to experience the brilliant culinary expertise from Chef Tory Miller, of Graze and LEtoile. Named Madison Magazines Chef of the Year for two years in a row, Miller has volunteered his time to create a four-course meal of locally farmed ingredients to satisfy the stomachs of 100 lucky diners. T ickets will be available for purchase online at www.stopdropslowwisco.com and at all Slow Food Madison events starting in June. T icket prices are still to-be-determined and will differ slightly for Slow Food Madison members and non-members. Interested in lear ning more about Slow Food Madison or becoming a member? V isit www.slowfoodmadison.org for more information about joining our local chapter. The Blue Moon Community Farm is one half hour southeast of Madison and is known for its fresh, high-quality produce. Owned by Kristen Kordet and managed by a small staff, Blue Moon Community Farm is a member of the Madison Area CSA Coalit ion (MACSAC) and allows MACSAC members to pick firsthand from their 40 different vegetables. For more information and directions to the farm, please visit www.bluemooncommunityfarm.com. About Slow Food Madison Slow Food Madison, one of hundreds of local chapters of the national non-profit organization Slow Food USA, gathers Madison citizens together with various events and programs, encouraging them to enjoy the pleasures of good food and shared meals, discover the benefits of clean food, and celebrate W isconsins unique culture of food and drink.
St
, D ro p op
slow
&
57
To: Linda Falkenstein Subject Line: Five-Star Dining -- W ith W isconsins Dairy Cows? Spice up your Thursday night menu and leave slaving in the kitchen for another day. Only July 14, Slow Food Madison invites you to Stop, Drop and Eat Slow, while enjoying beautiful scenery, company, and delectable food prepared by Madison Chef of the Year Tory Miller. The Blue Moon Community farm, located thirty minutes southeast of Madison will transform the great outdoors to an elegant dining experience without the dress code. Come comfortable and dont worry about missing your reservation. Were in no rush. The Stop, Drop and Eat Slow outdoor dining experience will be a celebration of local food and company, as well as, the release of Slow Food Madisons first community-built cookbook. All attendees will receive one copy of How You Stop, Drop and Slow. Additional copies will be available for purchase and all proceeds will be donated to a local Madison Food Shelf. T ickets will be available for purchase online at www.stopdropslowwisco.com and at all Slow Food Madison events starting in June. T icket prices are still to-be-determined and will differ slightly for Slow Food Madison members and non-members. Interested in lear ning more about Slow Food Madison or becoming member? V isit www.slowfoodmadison.org for more information about joining our local chapter. The Blue Moon Community Farm is one half hour southeast of Madison and known for its fresh, high-quality produce. Owned by Kristen Kordet and managed by a small staff, Blue Moon Community Farm is a member of the Madison Area CSA Coalit ion (MACSAC) and allows MACSAC members to pick firsthand from their 40 different vegetables. For more information and directions to the farm, please visit www.bluemooncommunityfarm.com. About Slow Food Madison Slow Food Madison, one of hundreds of local chapters of the national non-profit organization Slow Food USA, gathers Madison citizens together with various events and programs, encouraging them to enjoy the pleasures of good food and shared meals, discover the benefits of clean food, and celebrate W isconsins unique culture of food and drink. Regards, Jessica Jordani Jessica Jordani Director, Public Relations Slow Food Madison 123.456.7890 jjordani@sl owfoodmadison.org
St
, D ro p op
slow
& &
58
J
&
J
S l o w F o o d M a d i s o n F a ct Sheet
Our mission The slow food movement aims to slow down the processes in which people purchase, prepare and consume food. As an organization, Slow Food Madison e ncourages its members to do this in three ways: Enjoy and share the pleasures of good food and shared meals as a community. Discover the benefits of clean food thats good for your body and good for our environment. Celebrate W isconsins unique culture of food and drink. Who we are W ith about 100 members, Slow Food Madison is part of a worldwide network that works to reconnect people with their food. It is one of more than 170 local chapters of the nonprofit organization Slow Food USA, which supports the goals of the slow food movement throughout North America. Slow Food USA is also part of Slow Food Inter national. This global organization is active in more than 150 countries and has more than 100,000 members. What we do Slow Food Madison hosts programs and events in and around Madison that embody the values of the slow food movement. These include monthly happy hours, workshops, farm visits and more. Most events are free and open to the public. Slow Food Madison also supports the efforts of larger programs held by Slow Food USA. History Carlo Petrini began Slow Food in 1989 in Rome, Italy as a protest against the opening of a McDonalds near the Spanish Steps. He was concer ned that the fast pace of life today, including fast food, was threatening to destroy his home countrys food culture. Slow Food came to the United States in 1999, and Slow Food Madison was started that same year by Tami Lax and Leah Caplan. Today, the movement is active on six continents.
59
J
&
J
S o c i a l M e d i a P o s t s f o r Recipe Contest
Facebook Calling ALL Foodies!! The Slow Down Your Recipe Contest is finally here! Every other Sunday we will post the weeklong theme and anxiously wait to replicate your delicious recipes and set your mouthwatering photos as our desktop backgrounds. Each week we will choose a new winner based on the number of likes your posting gar ners. W inners will be given a pair of tickets to attend our Stop, Drop, and Eat Slow farm dinner on July 14. Since all of us at SFM agree that breakfast is our favorite meal, this weeks theme is: The Incredible, Edible and Versatile Egg Your best egg recipes! So everyone get cracking and let the cooking begin! Read the rules and guidelines here Twitter #Madison #Foodies the recipe cont est is on! Post ur best #Egg recipes 2 #W in! @StopDropSlowWI Rules> http://bit.ly/ jIFg6r #slowfood #breakfast Blog Stop, Drop and Slow Down your BEST Recipes [contest] Calling ALL Foodies!! The Slow Down Your Recipe Contest is finally here! Every other Sunday we will post the weeklong theme and anxiously wait to replicate your delicious recipes and set your mouthwatering photos as our desktop backgrounds. Each week we will choose a new winner based on the number of likes your posting gar ners. W inners will be given personal invitation for two to attend our Stop, Drop, and Eat Slow on the Farm Dinner in July. Since all of us at SFM agree that breakfast is our favorite meal, this weeks theme is: The Incredible, Edible and Versatile Egg Your best egg recipes! So everyone get cracking and let the cooking begin! Rules and Guidelines All entries must be submitted by 11:59 p.m. on the Saturday of each posting week. Posts submitted after this time wil l not be eligible. All entries must live within the Madison area, as this is a competition for Slow Food Madison. All entries must first be posted to the public photo album on Flickr with the recipe as the caption. The owner of the photo must prepare his or her own entry. Any entries found to be copyrighted will result in disqualification. All photos should include a list of ingredients as a caption so other users can try your delicious dishes. All winners will be announc ed during the off week of the contest. W inners each week will be determined by the number of total likes for your post for the weekly category. A total of six winners will receive personal invitations for two to attend the Stop, Drop and Eat Slow farm dinner on July 14. Have fun and show everyone the delectable food you can create in your kitchen! Click Here to upload your photos to our Flickr album Tags: Contest, Slow Food, Madison, Breakfast, Eggs, Recipe
acebook
witter
log
60
J
&
J
S o c i a l M e d i a P o s t s f o r Recipe Contest
C a m p a i gn web page w w w. S t o pDropSlowW isco.com F a c e b o ok w w w. f a c ebook.com/SlowFoodMadison w w w. f a c ebook.com/StopDropSlowWI Tw i t t e r w w w. t w i tter.com/MadSlowFood w w w. t w i tter.com/StopDropSlowWI Blog w w w. S t o pDropSlowW isco.com/blog
61
J
&
J | Appendi x 4 |
Research Material
Slow Food Madison Media Coverage Stories from LexisNexis Academic search for Slow Food Madison 2011 1.14.11 Side Dishes Slow food making breakfast (WSJ) event announcement Spring 2011 In the kitchen with Genya Erling (Edible Madison) Board member profile 2009 1.30.09 Side Dishes Market breakfast (WSJ) event announcement 2.6.09 Side Dishes Market breakfast (WSJ) event announcement 2.9.09 Galileos Birthday Wine-Tasting Benefit (State News Service) event co-host announcement 9.18.09 Side Dishes Buying locally (WSJ) event announcement 10.9.09 Warming up to slow food; Madison group celebrates autumn with a meal cooked in a pit for 110 guests (WSJ) Chris Martell, event feature
62
J
&
J
12.10.09 Chef finds role as chief food officer; Leah Caplan, a chef and former culinary school proprietor, has joined the staff at Metcalfes (WSJ) mention 2008 1.2.08 Food Stuffs Slow food event (WSJ) event announcement 1.4.08 Culinary Clips Eat slowly (CT) Mary Bergin event announcement 9.26.08 Side Dishes Slow food (WSJ) event announcement 2007 1.15.07 Different labels, but same aims (CT) Mary Bergin mention 1.15.07 Order to go; state is ramping up efforts to promote culinary tourism (CT) Mary Bergin mention 2.25.07 Know your Madisonian: Susan Streich Boldt (WSJ) Susan Lampert Smith member profile 9.5.07 Food Stuffs RAFT picnic set (WSJ) event co-host announcement 9.12.07 Food events aim to educate (WSJ) Chris Martell event co-host announcement
63
J
&
J
2006 4 . 2 7 . 0 6 Seed to supper: a home-grown project (CT) Lynn Welch p ro g r a m feature 2005 2 . 1 1 . 0 5 Three courses served for slow food benefit (WSJ) e v e n t a n nouncement 5 . 3 . 0 5 Culinary group sets e vents (WSJ) m e e t i n g co-host announcement 5 . 3 1 . 0 5 Chew event Wednesday (CT) m e e t i n g co-host announcement 2002 9 . 1 8 . 0 2 Upcoming Food for Thought festivals message: eat locally ( C T ) S u s a n S t re i c h B o l d t m e m b e r editorial 2000 1 . 1 9 . 0 0 Two extremes of ma lnutrition (CT) editorial 1999 1 0 . 2 5 . 9 9 Dont gobble!; Group urges people to take time to taste the i r f o o d ( C T ) D e b r a C a r r- E l s i n g o r g a n i z a tion profile
64
J
&
J
S l o w F o od Madison Monitored Facebook Content Analysis
After documenting the content of Slow Food Madisons Facebook page for over one year a few things are evident. SFM generates a majority of the postings and there is very little interaction between SFM and those who like the organizations page. A total of six postings are from other users and only a handful of posts showcase discussions between SFM and users. W ith the implementation of a more focused and interactive social media plan we hope to increase the interaction and content generated by users on SFMs Facebook Page. Sample of Facebook Content Extracted from Page Slow Food Madison: The next SLUR happy hour will be on Feb 23rd at Graze. Hope to see you there! January 28 at 2:26pm Like Elizabeth Haight likes this. Slow Food Madison: Bad news. U.S. Approves Planting of Genetically Modified Alfalfa www.nytimes.com The agriculture secretary pulled back from a proposal that would have restricted the growing of genetically engineered alfalfa to protect organic farmers. January 27 at 8:04pm Like Share Pam Malone: My heart is breaking. How long before W isconsin Organic Farms are affected? January 28 at 1:03am Like Slow Food Madison: http://action.foodandwaterwatch.org/p/dia/action/public/?action_KEY=5667 January 28 at 11:37am Like Slow Food Madison: Sorry to hear this, but his upcoming blog sounds like it will be right up Slow Foods alley! The Minimalist Makes His Exit www.nytimes.com After more than 13 years, this week marks the end of the weekly Minimalist column from the pages of the Dining section. January 26 at 1:21pm Like Sh are Slow Food Madison: Great tur nout for the Slur last night! Looking forward to the next one. January 26 at 12:12pm Like
65
J
&
J
Slow Food Madison: Come to the January SLUR Happy Hour! Tues, Jan 25th from 5:30-7:00 (or later). There is no cost and no program, just sociali zing with your fellow Slow Foodies. You dont even need to be a member! Located at Merchant in downtown Madison. www.merchantmadison.com Merchant | Craft Cocktails W ine Food & Grocery www.merchantmadison.com This space screamed to be a restaurant, says Merchant co-owner Joshua Berkson. Previously office space, empty since Extra Bold Portfolio school folded, the spare, square, open room at 121 S. Pinckney is now a cafe/restaurant/cocktail bar/ urban grocery. Opening today, Merchant January 18 at 4:48pm Like Sh are 3 people like this. Slow Food Madison: No charge to attend, but, of course, it is a cash bar. Hope to see some of you there! January 25 at 10:38am Like Slow Food Madison: We served over 400 very satisfied people at the W inter Market Breakfast yesterday. Huge thanks especially to Bert Beversluis for developing the recipes and figuring out how to make them work for hundreds of portions and Matt Smith for procuring the food and his inval uable help in the kitchen! Thanks also to all the volunteers who made this potentially chaotic mor ning run smoothly! January 16 at 11:51am Like 3 people like this. Slow Food Madison: Some pictures of the workshop this week with Bill Peterson of W isconsin Cutlery. Thanks for coming, and thanks Bill, it was great! Knife workshop @ W isconsin Cutlery - a set on Flickr www.flickr.com January 15 at 2:10pm Like Sh are Traci Nathans-Kelly likes this. Slow Food Madison: Photos of our Saturday breakfast volunteers have called in sick, can anyone fill in from 9:30 to 11:30 at the Senior Center Taste of the market Breakfast? Volunteers get a free meal! Email us at volunteering@slowfoodmadison.org January 14 at 9:51am Like
66
J
&
J
Slow Food Madison: We could still use a few more volunteers for this Saturdays Dane County Farmers Market breakfast. Come join us and other volunteers cook and serve several hundred meals of fresh-cooked local produce. Email us at volunteering@ slowfoodmadison.org if you can come for some or all of the mor ning. January 12 at 11:54am Like Slow Food Madison: Not sure this got out: Slow Food M adison and W isconsin Cutlery are hosting a workshop about knives this Wednesday. Its free, and all are welcome, but reservations are required because space is limited. Hope to see you there! Knife Workshop Location: W isconsin Cutlery T ime: 5:30PM Wednesday, January 12th January 9 at 5:45pm Like Share Slow Food Madison: President Obama signed the Food Safety Moder nization Act today! January 4 at 9:03pm Like 4 people like this. Slow Food Madison: Great stuff from Mark Bittman on sustainable eating... you have to cook! Sustainable Food - Three Recipes by Mark Bittman www.nytimes.com Three basic recipes to help change the way we eat and live. January 3 at 10:20am Like Share Slow Food Madison: Congratulations to Pleasant Ridge Reserve cheese for their mention in Saveur magazine and the Today Show!!! TODAY Show V ideo Player today.msnbc.msn.com
67
J
&
J
S l o w F o od Madison Social Media Mentions
Blogs Giraffiti | Urban Arts and Agriculture Author is leading a project with Slow Food Madison to sponsor a garden in Dakar Slow Food Foundation for Biodiversity started the 1000 gardens in Africa project at the 2010 Terre Madre Gathering Wants to organize a trip to work there as soon as December/January 2011/2012 http://giraffiti.wordpress.com/2011/02/24/the-beginnings-of-the-projec t/ Simple Good and Tasty | Blog Madison Celebrates Local and Sustainable Food on the Square Originally taken from Out and About, which was posted on Ocober 6, 2010 by Kathe Radtke Discussion REAPs annual Food for Though Festival on the square and mentioned Slow Food Madison hosting its own booth. This years festival also featured booths from some of Madisons best sustainable food resources, such as Madison Area Community Supported Agriculture Coalition (MACSAC), Dane County Food Council, Friends of Dane County Farmers Market, Local Dirt, and Slow Food Madison. There were plenty of books to browse, delicious local food samples to savor, and knowledgeable foodies with which to talk. http://simplegoodandtasty.com/2010/09/29/madison-celebrates-local-and-sustainable-food-on-the-square Slow Food UWs Blog Mentioned April 15, 2010 by mnanderson Family Dinner Nigh with Slow Food Madison, the blog shared a post about the upcoming Family Dinner night to encourage members of Slow Food UW to RSVP and attend the event. For those who are unaware of our early days, Slow Food Madison helped to get us off the ground when we were founded a few years ago. On April 19, lets repay the favo r by welcoming them into our kitchen and by enjoying the bounty of food that they are preparing for us. SF Madison will be bringing a team of highly skilled chefs, so we guarantee that it will be a spectacular meal. Come to celebrate our roots, and to enjoy good, cle an, and fair food! Slow Food Madison was founded back in 1999, the same year as Slow Food USA, making it one of the earliest chapters in the country. We offer the community a variety of events from farm visits to restaurant dinners to small how-to workshops. Non-members are welcome to join SF Madison for events and lear n more about our commitment to Good (Delicious food created with care from healthy plants and animals), Clean (nutritious food that is as good for the planet as it is for our bodies. Grown and harvested with methods that have a positive impact on our local ecosystems and promote biodiversity) and Fair (Food that is accessible to all, regardless of income, and produced by people who are treated with dignity and are justly compensated for their labor). http://slowfooduw.wordpress.com/2010/04/15/family-dinner-night-with-slow-food-madison/
68
J
&
J
Links Just Coffee Cooperative Bottom left Side of Page under the websites link s Slow Food Madison is listed as well as, Youngs America, SNYC/R TMS, Just Coffee Denmark, Democracy now, Marc Maron WTF, WOR T, MACSAC, CALA, Coop America, BUILD, Insomnia Radio, BEEHIVE COLLECTIVE, MadWorC htt p://www.justcoffee.coop/ W iscon sin Cheese Talk Website Bottom Right of Page unde r, W isconsin Food Resources Also listed: Department of Agriculture, Slow Food Madison South East, UW-Madison Center for Integrated Agriculture Systems htt p://wisconsincheesetalk.com/ Websites Book review, W ineries of W isconsin and Minnesota Qu otes a slow food madison member, Susan Streich-Boldt W ineries of W isconsin and Minnesota invites you to savor a taste of the local landscape and celebrate the rural essence of these unique regional wines. As a practical guide it offers tips on how and where to enjoy norther n wines; as a historical reference it explains the geological, botanical, and cultural challenges dedicated, local artisan producers faced when establishing their vineyards. htt p://kindle-book-reviews. com/history/wineries-of-wisconsin-and-minnesota Posted by KindleReviews on January 27, 2011 Link to Side Dishes Article of Sl ow Food Madison and REAP hosting breakfast htt p://pizzapartyadomicilio.com/2011/01/side-dishes-slow-food-madison-to-serve-breakfast-and-reap-to-hostmadison-com.html February, 15, 2011 Side Dishes Reposted on Fair Trade Chocolate website htt p://tradechocolate.com/?p=84 Posted Janary 15, 2011 The Daily Page | Slow Food Madison to sponsor Taste of the Market Breakfast Posted by Isthmus staff on Monday January 10th, 2011 at 5pm Saturday, January 15 On e of the most popular elements of the winter Dane County Farmers Market is the weekly Taste of the Market breakfast. This weeks mea l will be made by the Slow Food Madison chapter. On the menu: spinach, mushroom and parmesan frittata; roas ted garlic and herb root veggies including multi-colored potatoes, tur nips, parsnips and carrots; fresh salad with micro greens and other mixed fresh greens and topped with carrot coins and beauty heart radishes; maple-glazed bacon; and a dollop of apple sauce. All from local p urveyors, of course. Need we say yum? Madison Senior Center, 330 W. Mifflin St., 8 a.m.-noon, $7.50. Call 455-1999 for more info.
69
J
&
J
Twitter RecipePrincess RPs Cooking Update: Side dishes: Slow Food Madison to serve breakfast and REAP to host member ... http://bit. ly/idt8e2 #food #recipes #cook Tweeted 8:01 am on January 15th 2011 via twitterfeed About RecipePrincess Name: Lisa Chab-Sims Location Nashville, TN 6,969 Followers and following 7,663 Tweets 175,662 Fickr Mad City Bastard has multiple photos from one of his albums Friend Feed Alex Amith posted on April 15, 2010 a message about Family Dinner Night Family Dinner Night with Slow Food Madison Slow Food UW: Monday, April 19, 2010. Dinner: 6:30 Cooking: 4:00-6:3... http://slowfood.click123.net/family-... Alex Amith posted on February 9, 2010 about gest chefs for Saturdays DCFM Slow Food Madison will be the guest chefs for Saturdays DCFM : The next W inter Dane County Farmers Market .. http://slowfood.click123.net/slow-fo...
70
J
&
J
R e s e a rc h R e s o u rc e s
A s s i g n ment One Resources
1.Bentley, B. A. (2010). Our Kids Deserve Real Food at School. Retrieved from Socialmoms.com 2.Carr-Elsing, D. (1999, October 25). Dont Gobble! Group Urges People to Make T ime to Taste Their Food. Capitol T imes. Retrieved from http://host.madison.com/ct/ 3.Farin, L. Personal communication. February 20, 2011 4.Farin, L. Personal communication. February 21, 2011 5.Fionn-Bowman, R. (2011, February 16). Can The Slow Food Movement Save Environmentalists? Retrieved from http:// blogs.creativeloafing.com/theclog/2011/02/16/can-the-slow-food-movement-save-environmentalists/ 6.Henry, A. personal communication. February 16, 2011. 7.Henry, A. Personal communication. February 20, 2011 8.Lewis, A. B. (2008). Regional Quality of Life Indicators Survey. Retrieved from http://www.thrivehere.org 9.Mantell, C. (2010, October 9). Warming up to Slow Food. W isconsin State Jour nal. Retrieved from http://host.madison. com/entertainment/dining/article_f5828195-dcda-59c5-aced-4f8aaa20befc.html 10. Niman, N. H. (2011). Defending Foodies: A Rancher Takes a bite out of B.R. Meyers. The Atlantic. Retrieved from http://www.theatlantic.com/food/archive/2011/02/defending-foodies-a-rancher-takes-a-bite-out-of-br-myers/71416/ 11. No Author. (2011). Slow Food Madison Facebook Page. Retrieved from http://www.facebook.com 12. No Author. (2009). REAP Food Group. Retrieved from http://www.reapfoodgroup.org 13. No Author (2010). Slow Food USA. Retrieved from slowfoodusa.org 14. Popham, P. (2009). Carlo Petrini: The Slow Food gourmet who started a revolution. The Independent. Retrieved from http://www.independent.co.uk 15. R yan, B. and Kures, M. (2007). Downtown Madison Market Analysis. Retrieved from http://www.uwex.edu/ces/cced/ downtowns/Madison/MadisonDowntown.cfm 16. Simmons Market Research Bureau. (2007). Simmons Choices 3 [computer software]. New York: Simmons Market Research Bureau. 17. Walsh, B. (2011). Foodies Can Eclipse (and Save) The Green Movement. T ime. Retrieved from http://www.time.com/ time/health/article/0,8599,2049255,00.html 18. White, B. (2008, September 2). Slow Food Festival. Wall Street Jour nal (Easter n Edition), p. 0. Retrieved February 20, 2011, from ABI/INFORM Global. (Document ID: 1546605281) 19. No Author. (2011). Slow Food USA Facebook Page. Retrieved from http://www.facebook.com 20. Hendrickson, J. (n.d.). History of MACSAC. Retrieved from http:www.csacoalition.org.
71
J
&
J
A s s i g n ment Two Resources
1. Bobbitt, R. & Sullivan, R. (2004). Planning: Goals and Objectives, Messages and Themes, Channels and Strategies. Developing the Public Relations Campaign: A Team-Based Approach. 2. Henry, A. Personal communication. March 25, 2011. 3. (2011). Lexis Nexis search 4. Gloss, S. (2011). In the Kitchen with Genya Erling. Edible Madison. Retrieved from http://www.ediblecommunities.com/ madison/spring-2011/in-the-kitchen-with-genya-erling.htm 5. CisionPoint data (2011). CisionP oint [web software]. Chicago: Cision. 6. Fredrick sen, C. (2010). Is Blogging a Mainstream Media Channel? Retrieved from http://www.emarketer.com/ PressRelease.aspx?R=1007945 7. SWIX (2010). Retrieved from www.swixapp.com 9. Martell, C. (2009). Warming Up t o Slow Food. W isconsin State Jour nal. Retrieved from http://host.madison.com/ entertainment/dining/article_f5828195-dcda-59c5-aced-4f8aaa20befc.html 10. Welch, L. (2006). Seed to Supper: a Homegrown Project. Capital T imes. Retrieved from Lexis Nexis database at http:// www.lexisnexis.com.ezproxy.library.wisc.edu/hottopics/lnacademic/ 11. No Author. (2009). Inter national Federation of Red Cross and Red Crescent Societies: Social Media Guidelines for IFRC staff. Retrieved from: http://sm4good.com/wp-content/uploads/2009/11/Red-Cross-Red-Crescent-SocialMedia-Guidelines. pdf 12. No Author. (2009). Walker Art Center Blog Guidelines. Retrieved from: http://newmedia.walkerart.org/nmiwiki/pmwiki. php/Main/WalkerBlogGuidelines 13. Madan, J. (2011). Preserving biodiversity, promoting local foods: An interview w ith Slow Food-USAs Gordon Jenkins. Retrieved from http://www.energybulletin.net/stories/2011-03-21/preserving-biodiversity-promoting-local-foods-interviewslow-food-usas-gordon-je 14. No Author. (2009). The Coca-Cola Company: Online Social Media Principles. Retrieved from http://www.viralblog.com/ wp-content/uploads/2010/01/TCCC-Online-Social-Media-Principles-12-2009.pdf
72
J
Public Relations
&
J
| Slow Food Madison |

Slow Food Madison - PR Proposal

Enviado por

Dados do documento

Título original

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

Slow Food Madison - PR Proposal

Enviado por

Direitos autorais:

Formatos disponíveis

J

Appendix 1 | Business Situation Analysis | 38

Messages and Themes | 6 Channel Strategy | 7

Appendix 3 | Press Materials | 55

Appendix 4 | Research Materials | 62

Overall Public Relations Plan Goal

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Social Media Tactics and Tools

p& rouniting the taste buds of Madison Foodies

search our site...

um lorem ipsum lorem ipsum

Site Map | Slow Food Madison 2011 | Contact

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Segmented Communications Strategy

Email Immediately Social media outlets

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Consolidated Weekly Progress Tracking Report

Madisons 25-34 Population

Sign-up Sheets Newsletter Visits

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Potential New Partners

Meetings Online Communication

SFM Leadrs and Members

Media Training Internal Facebook

Long Term Assessment

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011

Slow Food Madison | Public Relations Plan | Spring/Summer 2011