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.

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.

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

 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)

 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) 

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: Support ongoing reputation scans;  crisis committee, protocol updates, and Avocado Advocate. Assist with 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.

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

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. 

Manage partnership with Latino Leaders, including AFM assets/messaging in editorial content and newsletters including:

July/Aug Most Influential Latinos issue

Sept/Oct Hispanic Heritage Celebration issue

March Most Influential Latinas issue

6 newsletters Jan-June

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. 

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

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

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

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.

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.

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.

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

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)

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.

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.

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.

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. Support 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. 

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). 

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

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

Leverage IFEC as an opportunity to meet and pitch target trade editors and share upcoming foodservice news; target 10 media meet and greet/desksides.

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.

Manage AFM corporate events including St. Jude's sponsorship and USMCOC guac carts at Cinco and Dia de los Muertos celebrations. 

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