1

Together with our frequent collaborator, Statler Nagle, we have spent nearly two decades perfecting the art of industry/ member marketing programs

• The journey of direct discovery has included:

Adult Vaccines

2

Create & Lead Industry Campaign

The campaign began planning in 2012 and launched in February 2013.

In May 2014, the Public Relations Society of New York (PRSA - NY) named Cans Get You Cooking as the 2014 Integrated Communications Program of the Year in the Consumer Products & Services category at their annual Big Apple Awards.

The campaign was selected from among nearly 1,000 entries in all categories, and four top–notch finalists in our category from Procter & Gamble and Sherwin Williams.

Cans Get You Cooking is an industry marketing campaign.Prime was instrumental in the creation and operation of the campaign for the Can Manufacturers Institute.

Prime co-lead the initial assessment, campaign plan and ROI projection work. Once begun, our roles have included all sales efforts to engage Brand’s and Retailer’s support and adoption of the campaign while enhancing their own sales efforts. Over four dozen brands and retailers have become campaign partners as a result of our sales efforts.

We are also responsible for measuring the results of the campaign.

3

Online Presence

Social Media

Nutrition Outreach

Cross-Platform Paid Media

Earned Media

CONSUMER OUTREACH BRAND PARTNERSHIPS

More than 20 retailers promoted

National Canned Food Month

in February 2015

RETAIL PARTNERSHIPS

+ indirect brand

engagement via retail events =

80% industry volume

Direct Brand

Support

40%

4

ROI Model Informs Decision-Making

• Analytics expertise allows interactive ROI modeling for Funders and Association to optimize marketing and program mix

$10.28

$8.86

$8.23

$7.86

Funder Breakeven: $7.15

Incremental Salesper Campaign $

5654

5941

CO

NS

UM

ER

MA

RK

ET

ING

TRADE PROMOTION

7327

6337

PULL

PUSH

5

Industry Program Measurement & Evaluation

• Prime has provided Measurement and Evaluation services since our founding in 1996. This is a core expertise and practice area of the firm.

• Assignments have included industry marketing campaigns, specific program initiatives as well as individual company sales & marketing business trends, scorecards and evaluations.

• Evaluation services are customized after an initial assessment and are based on client needs and internal resources available.

Scorecard

State of the Industry

Business Trends

Annual Measurement

Industry

Topl

ine

Performance Focus & OutlookCampaign

Leve

l of G

ranu

larit

yD

etai

led

Full-range of Insights & Analytics

TEAMTOOLS

LAYE

RSHolisticProgram Bus ResultsTactical Diagnostics

Business StatisticsCustomer Surveys

Econometric Modeling

Program Measurement & Evaluation Services

Internal

Mixed

External