2014 INMA Awards SubmissionProject Summary

Gastropost The process

IngredientsSay CheeseBacon vs. Everything Else

StylesGrill SomethingEat Like a Canadian

Emotional(Not) Guilty PleasuresTaste Something New

People value a shared experience.

• Contributions through mobile makes it easy to do anywhere

• Members share using their existing tools and to their existing networks

• Our missions encourage people to get together with friends in real life

1.

2.

Gastropost The process

3.

#gastropost

and in the newspaper.

Once you've completed a mission, share your experience. Completed missions will be shared online and in the newspaper.

Gastropost Alberta launched in Edmonton on October 28, 2013 and in Calgary on November 18, 2013.

Alberta Edmonton Journal and Calgary Herald

Inspiring Gastroposters to tell the Alberta food story by truly bringing together the people who produce it and the people who eat it.

Gastropost exists not just as a print product or website – It’s something our members are doing in their lives and sharing with their friends.

www.edmonton.gastropost.comwww.calgary.gastropost.com

Alberta Edmonton Journal and Calgary Herald

Funding was secured from industry groups and a grocer to become mission partners for Gastropost Alberta.

Total Project Revenue in

Alberta: $750,000**Another $250,000 potential for year 2

We felt their was an opportunity to bring on local partners to strengthen the Alberta connection to food.

Partners

Taste Alberta is the Gastropost Alberta Mission Inspiration partner, educating readers about local products/producers every week.

The partnership with Taste Alberta has given us access to their partners in the Alberta agriculture industry.

Partners

Save-On-Foods is the Gastropost Mission Perk partner, providing readers with a perk to increase local product sales.

A Community Manager was hired to manage the project and community in Edmonton and Calgary. The Community Manager is focused on Alberta and deals directly with our partners and members.

Our partners were invited to join an Advisory Board focused on providing our members with Alberta-focused missions and inspirations.

Partner Exposure

Website

Logos

Member Emails

Logos

Weekly Print Pages

Monthly Taste Alberta Editorial Stories

Once a month a full page is dedicated to Taste Alberta and telling the Alberta food story. Subject matter is aligned with the Gastropost mission of the week. Save-On-Foods receives dedicated advertising space on each page.

Connecting with and Growing

our Members

Connecting with

Gastropost

Members

Direct outreach - twice per week to all members by email.

Dedicated Website - Photos are collected from all social media channels and reposted.

www.edmonton.gastropost.comwww.calgary.gastropost.com

Social Media - Notifications and sharing

Gastropost Edmonton – Twitterwww.twitter.com/gastropostYEG 968 followers – Jan. 17, 2014

Social Media - Notifications and sharing

Gastropost Calgary – Twitterwww.twitter.com/gastropostYYC 299 followers – Jan. 17, 2014

Gastropost Edmonton/Calgary – Instagramwww.instagram.com/gastropostYEGwww.instagram.com/gastropostYYC

Social Media - Notifications and sharing

Social Media - Notifications and sharing

Tumblr Pages

Social Media - Direct invitations

Printed Product - The favorite photos of the week are printed in a weekly two-page spread in the Edmonton Journal and Calgary Herald.

Editorial and Promotional Support

Blog – edmontonjournal.com – October 23, 2013

http://blogs.edmontonjournal.com/2013/10/22/gastropost-edmonton-launches-we-care-what-you-ate-for-dinner/

Drop-down Menu

Front page – Edmonton Journal – October 28, 2013

Skybox – edmontonjournal.com – October 30, 2013

Front page – Calgary Herald – November 27, 2013

Events

Christmas in November – November 1 – 11, 2013Jasper Park Lodge, Jasper, Alberta

Christmas in November at Jasper Park Lodge is a 10-day celebration of food and the Christmas season.

Guests register for 3 or 4 day packages and attend session put on by chefs, decorating experts and food personalities. Over the course of the 11 days, over 1,500 people attended the event.

The Edmonton Journal/Calgary Herald created a Media Hub, where guests were invited to learn more about social media and, in particular, the new Gastropost project.

Overall exposure was achieved and 180 new members to Gastropost signed up at the booth.

Engaging Social Influencers

and

Measuring Engagement

Interviewed by Mack D. Male, most influential online Edmontonian, top Tweeter, Top Blogger, on Edmonton Food Council, very active in the food scene – Dec. 2, 2013

http://blog.mastermaq.ca/2013/12/02/media-monday-edmonton-gastropost-alberta-the-future-of-newspapers/

Twitter - Mack D. Male has over 16,000 followers on Twitter.

Interviewed by Linda Hoang, local Edmonton blogger – Nov. 27, 2013

http://linda-hoang.com/social-media-spotlight-gastropost-edmonton-connects-food-lovers-cares-what-you-ate-for-dinner/

Twitter – Linda Hoang has over 6,300 followers on Twitter.

Interviewed on ‘The Unknown Network’ (Edmonton’s #1 podcast) – Dec. 4, 2013

http://theunknownstudio.ca/2013/12/gastro-speak-with-brittney-le-blanc-s05e02/

Twitter – Adam Rozenhart has over 5,400 followers on Twitter.

Measuring Engagement

Infomart – Benchmark Report – Jul.–Oct. 2013

During the analysis period, Taste Alberta and Alberta foods garnered 137 hits and 1,525 mentions on traditional and social media platforms.

Tonality of coverage was largely favorable on both platforms, as positive and neutral mentions dominated coverage (95% traditional, 90% social).

On social media, voices from the local food industry were instrumental in driving Twitter volume for all food brands. Restaurants, retailers and local food supporters in particular were all key influencers in the social conversation.

Measuring Engagement

Social reach: To demonstrate the value of a single tweet, below is a sample of the influence of several accounts during the period between Nov 18 to Dec 23. We’ve included the two Gastropost twitter accounts, two key influencers (@eatmywords, Edmonton Journal Food Editor and @lindork, a food blogger), and an industry account. Each of the tweets and retweets are linked to Gastropost.

Statistics are measured by measure.ly.

Program Measurements/

Results

Edmonton

Members to Dec. 23: 993

E-mail open rate: 55%

Engaged users during period: 22%

Percentage of posts #tasteab: 19%

Program Measurements

Calgary

Members to Dec. 23: 509

E-mail open rate: 65%

Engaged users during period: 44%

Percentage of posts #tasteab: 16%

Program Measurements

Engaged Members

Of the almost 3,000 photos that have been collected on the Gastropost website, the majority of them have been posted via Instagram.

Edmonton Calgary

81%

1%

9%

N/A

3%

11%

86%

9%

Instagram

gastropost.com

Twitter

Tumblr

Program Measurements – Understanding our Members

Examples of Insights:

Organic Growth: Of the first 722 Gastropost members, 200 (27%) came direct via our website as opposed to our invitation method. • This propensity to sign up organically leads us to believe that methods

to increase social sharing to drive more awareness would be effective.

Albertans love to bake. Baking has had a strong presence in our missions.• This helps us to plan future missions with more inspirations or coupons

directed to baking.

60% of missions were done from home versus 40% dining out (month 2).• This number has increased from a 55%/45% ratio in the first month.

In Calgary, oysters are making an unusually high number of appearances in our posts. • This is a trend to watch for in the future and incorporate in to future

missions.

There also seems to be a trend of “hotpot” restaurants opening up in both Calgary and Edmonton. • We’ll take advantage of this insight with a mission in February 2014.

Thank you