EDITORIAL CALENDAR: Develop an 1 editorial calendar for FY24 consumer and corporate media outreach to guide earned efforts. Deliverable editorial calendar, including media verticals and tiers, by August 31, 2023.

MEDIA MATRIX: Create a media matrix definining key verticals and top targets for FY24 media moments and outreach. Deliver by August 31, 2023.

SUPER GOOD RALLY PR STRATEGY: Develop PR strategy and cadence for Breast Cancer Awareness program, to include: Susan G. Komen partnership and marketing campaign, Cure Bowl sponsorship, and overarching cause marketing key messaging. Deliver PR strategy and cadence by September 30, 2023.

SHOPPER PR SUPPORT - CFP: Announce shopper marketing CFP partnership with a press release, generating 200 media impressions and 4 produce trade stories. Score: 50% for  200M media impressions and 50% for 4 produce trade media stories.

COLLEGE FOOTBALL /AVOCADO SURVEY: Partner with R&A team to develop a Quantilope survey related to college football to drive connection between and interest in avocados and college football. Leverage survey for media outreach in OND. Deliverables: present survey and develop strategy for media pitch to leverage for outreach.

FOODSERVICE PR SUPPORT - LA GALAXY LAUNCH: Raise awareness for new Avo Eats concessions at LA Galaxy by securing 10 top tier media stories stemming from the suite night/launch media outreach. Secure 15 media/influencer guests for suite night. Goal of 250M media impressions. Score: 40% placements, 30% impressions, 30% attendance

SUPER GOOD RALLY MEDIA COVERAGE: Generate 1B media impressions (pending spokesperson/strategy). during OND time period. 90% of coverage to include priority key messages, visual assets, and/or links. (70% would be on impressions and 30% on key message)

SUPER GOOD RALLY MEDIA COVERAGE: Secure 10 media placements in target outlets. 90% of coverage to include priority key messages, visual assets, and/or links. (70% would be on placements and 30% on key message)

FOODSERVICE PR SUPPORT - NRA/GUAC HEAVEN: Drive coverage for AFM foodservice by securing 4 top target trade stories stemming from the NRA Guac Heaven activation. Coordinate 4 on-site interviews with target editors in attendance. 

EDITORIAL CALENDAR: Based on editorial calendar, conduct a min of 4 consumer and/or corporate media outreach to guide earned efforts beyond tentpoles. Deliverable 4 earned placements featuring AFM and positive brand messaging. (Looking for quality stories in different moments, in media verticals defined in the media matrix in the ed calendar) 

SPRINKLES: Publicize AFM/Sprinkles cupcake collaboration with 10 earned media headlines in top tier outlets; 20-25 media/influencer attendees for the LA event at the Sprinkles flagship store; 650M total media impressions; and 15 social posts tagging Avocados From Mexico from event, media drops and outreach. Numeric Score: 30% impressions, 40% earned headlines, 20% attendees, 10% social posts. 

TALENT STRATEGY: In partnership with the brand team, create a talent strategy for AFM including criteria and talent integration best practices. 

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PATI JINICH: Manage partnership with Pati Jinich, leveraging 2 service days for PR appearances (most likely Oct/Nov).

SUPER BOWL PR CADENCE: Lead strategic communications planning for Super Bowl. Develop storytelling cadence and PR Strategy. Deliverables: cadence+ strategy.

SHOPPER PR SUPPORT - SUPER BOWL: Drive coverage for shopper Super Bowl marketing program with a press release generating and 300M impressions. Secure 10 earned top target media placements with key messaging and visuals. Score: 50% impressions, 50% placements.

TALENT MEDIA EVENT: Host a media event with Super Bowl talent Jesse Palmer. Secure 25 top target media attendees and 25 earned AFM/asset mentions in top tier outlets. Score: 80% earned mentions/placements and 20% media attendees.

TALENT SMT: Execute an SMT with Jesse Palmer, securing 20 interviews and 750M impressions. Score: 80% impressions, 20% interviews

BETTER BOWL PR IMPRESSIONS: Generate 1B total impressions for AFM Super Bowl program including, press release, MAT release, photo seeding and earned coverage.

CINCO PR STRATEGY: Develop a PR strategy to make Avocados From Mexico the official food of Cinco.

SHOPPER MARKETING SUPPORT - CINCO: Drive awareness for Cinco shopper marketing program with press release and earned media outreach. Generate 250M impressions and 10 placements from press release and 5 earned media placements in target trade outlets. Numeric score: 30% impressions, 30% placements, 40% earned trade stories

SUPERGOOD FARMACIA STRATEGY: Develop PR strategy to build consumer connection between AFM and health/wellness benefits of avocados.

SUPERGOOD FARMACIA EVENT: Activate a pop up experience highlighting all the H&W benefits of avocados. Secure 20-25 media guests and conduct 3 on-site interviews in top tier outlets. (numeric - 20-25 guests, 3 interviews in March) (Score: 50% on the guests and 50% on the interviews)

SUPERGOOD FARMACIA PLACEMENTS: Secure 25 placements in top target consumer outlets. 90% of placements to include H&W key messaging. (numeric 25 placements - top tier media defined in media matriz/and following tab) Score: 70% on the placements and 30% on the messaging

SUPERGOOD FARMACIA MEDIA IMPRESSIONS: Generate 1B media impressions from the PR activation. 90% of stories to include H&W key messaging. 

CONTENT DEVELOPMENT: Work with APEAM's Sustainability/Social Responsibility department to develop content for Avocado Institute. Develop 3 new posts for Avo Institute Newsroom. Deliverable: 3 posts by June 2024. One of these post can be Sustainability Objective #4 - the announcement of environmental actionable commitment for the Mexican Avo Industry.

EDITORIAL PARTNERSHIP: Execute Triple Pundit sponsored content highlighting (1) water and (1) forest conservation. With this editorial partnership, as a controlled tactic, we will get 2.6M site visitors (including 5,000-10,000 page views) per moment, per their benchmark. We will conduct further media outreach to get 3M impressions each pulse.

WATER CONSERVATION: Support proactive water conservation story (pending Waterfootprint study) with multimedia content and editorial outreach. Generate 5 earned placements in top target outlets and 500M impressions with 90% of coverage including key messaging and linking to Avocado Institute. Score: 30% impressions, 30% key messages, 40% placements. 

*Story depending on the water footprint study developed by TEC & APEAM.

FOREST CONSERVATION: Raise awareness for forest conservation/resforestation efforts with multimedia content and editorial outreach leveraging seed planting mailer campaign. Timing: Earth Day. Generate 5 placements and 500M impressions with 90% of coverage including key messaging and linking to Avocado Institute. Score: 30% impressions, 30% key messages, 40% placements.

POLLINATION FRAMEWORK : Partner with Pollination to expand sustainability framework to actionable environmental commitments. Coordinate industry workshop to work on: three long-term environmental commitments for the industry, one for this fiscal year. Deliverable is one environmental commitment + roadmap by June.

POLLINATION COMMUNICATION: Based on the actionable commitments reached in the sustainability workshop, develop a communication strategy for the Industry's commitment and post on Avo Institute's Newsroom. Develop the storytelling strategy for the commitments. 

HISPANIC HERITAGE MONTH CULINARY GRANT PROGRAM LAUNCH EVENT: Host a launch event at AvoLab celebrating the culinary grant program. Secure 20 media/partner guests and 3 interviews for Alvaro with target media. (numeric - 20 attendees and 3 interviews in Sept) Score: 50% on attendees and 50% on interviews

HISPANIC HERITAGE MONTH CULINARY GRANT PROGRAM PR: In partnership with Hispanic Star, launch AFM-branded cause marketing culinary grant program during Hispanic Heritage Month. Generate 250M media impressions and 5 media placements in target media.  (numeric - 250M impressions, 5 placements, in Sept and Oct)

HISPANIC STAR PARTNERSHIP: Execute partnership with Hispanic Star that includes sponsorship of Hispanic Heritage Month opening ceremony, Hispanic Leadership Summit, and Hispanic Promise Summit; and coordination of all projects with Hispanic Star. AFM to participate in one executive speaking opportunity.

AIMM: Manage partnership with AIMM, ensuring AFM visibility, networking and partnership benefits. Attend one all-member meeting. 

10TH ANNIVERSARY PR STRATEGY: Develop a 10th anniversary PR strategy for AFM, balancing news between MHAIA/AFM anniversaries, industry thought leadership, conferences, and AvoLab launch. Deliverables include strategy/cadence (1) and messaging/AFM impacts (1). 

AVO LAB LAUNCH EVENT: Host a launch event for the new AvoLab with Pati Jinich, securing 10 media guests from target outlets. Goal of 3 media interviews/meet and greets with Alvaro. (numeric - 10 guests, 3 interviews in Oct) Score: 50% on attendees and 50% on interviews

IFPA SHOPPER PR SUPPORT: Host media event during IFPA to share shopper thought leadership and news. Goal of 5 on-site trade interviews/meet and greets with AFM executives, and 3 earned placements mentioning AFM. (numeric - 5 interviews and 3 earned placements in Oct) Score: 50% on interviews and 50% on placements

THOUGHT LEADERSHIP: Develop thought leadership program for Alvaro (LinkedIn/content), resulting in 8 interviews/speaking opportunities and 16 drafted posts for LinkedIn. Numeric - 1 for strategy, 2 quarterly opps Sept/Dec/Feb/April, 16 LinkedIn posts, reported in June.

AWARDS: Create awards strategy for AFM, with the goal to nominate AFM and/or executives for 8 awards. 

AVOHIGHLIGHTS: Lead distribution of AvoHighlights newsletter, delivering four (quarterly) newsletters with corporate content. Grow distribution list by 20%. Deliverables: four quarterly newsletters Sept, Dec, March, June + 1 for increasing distribution list.

CORPORATE SUITE NIGHTS: Manage 2 media/corporate VIP suite nights at AAC, securing 4 media/corporate attendees per event (8 total). *Depending on the ability/availability to choose dates that are relevant for media. *Pending date selection.

BIG WINS: In coordination with Big Wins taskforce, manage video and script project. Deliver video by end of August 2023.

ANNUAL REPORT: Lead the development  of FY23 Annual Report. Deliver report by Sept. board meeting.

CRISIS MANAGEMENT: Lead ongoing reputation scans;  crisis committee, protocol updates, and Avocado Advocate. Hold 4 crisis committee meetings and update protocol quarterly. Develop and distribute Avo Advocate and issues communications as needed. Numeric - deliveries are crisis committee quarterly meetings and protocol updates.

FLI: Lead the Femaile Leadership Initiative, including programming and annual offsite event.