Ana Ambrosi Dashboard

Project Goals

Project Goals
BEYOND TENTPOLES
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Editorial Calendar + 0

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 with media tiers and verticals +

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

SuperGood Rally PR Strategy +

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.

CFP shopper partnership PR support + i100

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 +

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.

LA Galaxy Launch PR support + i100

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

SuperGood Rally Media Coverage + i100

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)

SuperGood Rally media placements + i100

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)

NRA Foodservice PR + 4

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: Placements + 1 1 1 1 i1

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) 

Project Goals
CULTURE
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Sprinkles Partnership: National Avocado Day + i100 0

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. 

AFM Talent Strategy +

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

6/10 test +

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Pati Jinich Partnership + 1 1

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

Project Goals
SUPER BOWL
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Super Bowl PR Cadence and Strategy + 0

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

Shopper SB PR Support + i100

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.

SB Talent Media Event + i100

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 + i100

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

SB Better Bowl Impressions + 427,000,000 1,000,000,000

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

Project Goals
CINCO
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Cinco PR Strategy + 0

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

Cinco Shopper PR Support + i100

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

Project Goals
H&W PR
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
SuperGood Farmacia Strategy + 0

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

SuperGood Farmacia Event + i100

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 + i100

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 impressions + 1,000,000,000

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

Project Goals
AVOCADO INSTITUTE
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Avo Institute Content Development + 1 1 1 1 0

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.

Avo Institute Ed Partnership + 3,000,000 i3,000,000

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.

Project Goals
SUSTAINTABILITY
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Water Conservation Storytelling + i100 0

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 Story + i100

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: Sustainability Framework +

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: Sustainability Framework Communication +

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. 

Project Goals
HISPANIC PR
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
HISPANIC HERITAGE MONTH CULINARY GRANT PROGRAM LAUNCH EVENT + i100 0

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 PR Program: Coverage + i100

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 +

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 membership +

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

Project Goals
CORPORATE COMMUNICATIONS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
10th Anniversary PR Strategy + 0 i1 0

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 + i100

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 PR + i100

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 + 1 2 1 2 2 2 i16

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 Nominations + 1 3 1 1 1 1 1 1

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

Avohighlights Newsletter + 1 1 1 i2

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 + 4 i4

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.

Project Goals
BASE BUSINESS COMM
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
FY23 Big Wins video + 0

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

FY23 Annual Report +

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

Crisis Management: Crisis Committee and Protocol + 0 1 1 1 1 i1

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.

Female Leadership Initiative +

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

BHAG Goals

Project Goals
6/10 BHAG test
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24
test BHAG objective 6/10 +

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