MINNEBAR Minnesota Food Influencer Campaign Launch 3-17

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Minnesota Food INFLUENCER STRATEGYCuisine Committee > “sharing the Minnesota food story”

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WENDY MEADLEY

Social Wendy

Social + Digital Plumbing Expertise

2 Big Civic Projects

- Expo 2023

- Minnesota Food Influencer Campaign

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The TeamOur premiere group of foodie volunteers setting the table for the big game in 2018

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Committee CO-CHAIRS

ANDREW ZIMMERN WENDY MEADLEY@andrewzimmern @SOCIALWENDY

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Leadership 52 Committee Leaders

SARA BROHL MEGAN SPEASSarabrohl meganspeas

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SB52 HOSPITALITY LEAD

REECE ANDERSON

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The Big Game Sphere of Influence

AREAS OF RESPONSIBILITY

Cuisine Committee > Minnesota food CURATORS NFL

Operational SubteamS

FOOD COMMUNITY PROMOTION

FOOD GUIDE DEVELOPMENT +

DISTRIBTION

Food community engagement

SB52 HOST COMMITTEE INTERFACE

MEDIA SUPPORT> Content

contribution

Cuisine committee > Our contribution

CUISINE COMMITTEE

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Minnesota FOOD INfluencersAre you interested in joining the effort?

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CUISINE COMMITTEE > INFLUENCER CAMPAIGN SUBTEAMs

FOOD GUIDE > DESIGN + DEVELOPMENT

SOCIAL > ENGAGEMENT CAMPAIGN

SPECIAL EVENTS > MEDIA ROW+

3 ways to plaY

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SB 52 Cuisine Committee Charter

Objective > “Sharing the Minnesota Food Story”Leverage the limelight of Super Bowl 52 to tell the Minnesota Food Story while enhancing community participation in the Super Bowl.

Committee Members > Your Participation Each member chooses a Tactical Focus Area to participate in our phased development approach

Strategies > Tactical Focus AreasRegional Food + Cuisine Community Engagement + Super Bowl EvangelismFood + Cuisine-centric Social Engagement CampaignSB 52 Event Activation + Cuisine Community Events

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SB 52 Cuisine Committee LEGACY

Outcome > “Sharing the Minnesota Food Story”An integrated owned media channel network displaying the best of the region in relevant, consumable, media-ready content vignettes on Facebook, Twitter, Instagram and Pinterest.

Outcome > Community Engagement + Communication > Food + CuisineAs the primary food and cuisine community outreach effort, our committee will have provided relevant and tactical communication to the community for them to participate in numerous ways in the excitement and opportunity of SB52.

Outcome > Regional Hospitality + Media SupportOur Food + Cuisine Guides will spotlight the best and the unique in our region providing a fresh view of the breadth of our regional food and cuisine talent and experiences.

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Strategy Overview > Tactical Focus 1Regional Food + Cuisine Community Engagement + Super Bowl Evangelism


Tactic 1 > Creating the Big Game Food Guide

Tactic 2 > Developing and Executing Food Guide Distribution Strategy

Tactic 3 > Serving as Food Guide/Community Ambassadors at Key Market Entry Points throughout Super Bowl Week

***Estimated Hours 8-10 hours/month

***Additional Volunteers will be needed to be developed to support this sub-team’s efforts

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Strategy Overview > Tactical Focus 2Food + Cuisine-centric Social Engagement Campaign


Tactic 1 > Creating and executing the Minnesota Food Social Engagement Campaign on Facebook, Twitter, Instagram, and Pinterest

Tactic 2 > Collecting Social Campaign Assets from Regional Food and Cuisine Resources

Tactic 3 > Providing Social Media Campaign support during SB 52 30 Day Count Down Conversation



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Strategy Overview > Tactical Focus 3 SB 52 Event Activation + Cuisine Community Events


Tactic 1 > Staging and Hosting Cuisine + Food Community Engagement Events

Tactic 2 > Developing and Coordinating Food and Beverage Samples and related for SB52 Media Row +

Tactic 3 > Serving as Food Guide/Community Ambassadors at Key Food + Cuisine Community Touch Points throughout Super Bowl Week



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Phased DevelopmentThree distinct phases for each tactical sub-team

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DEVELOPMENT PHASES OVERVIEWHigh-level view of Sub-team planned effort

Sub-team Phase 1 Phase 2 Phase 3

Leadership 52 Co-leads Create Strategy Framework + Coordinate Sub-teams

Lead Sub-teams effort Lead Sub-teams effort

[FG] Minnesota Food Guide Engagement

Co-lead Community OutreachFood Guide Design + Development

Food Guide Design + Development

Food Guide Distribution + Community Ambassadors at Key SB52 Market Entry Touch Points

[SE] Social Engagement Launch Social Content Strategy on Minnesota Food Channels

Continue Digital Engagement Build

Providing Social Media Campaign support during SB 52 Count Down Conversation

[CE] Community Engagement

Co-lead Community Outreach May Event Plan + Execute

Other Community Outreach + Promotional Events as needed

Media Row Support

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SOCIAL ENGAGEMENTOWNED MEDIA CHANNEL NETWORK + SAMPLE PARTICIPANT

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SOCIAL CHANNELS OVERVIEWHigh-level view of Owned Media Channels

CHANNEL > PROFILE CONTENT REQUEST TACTICS CAMPAIGN

Photos, Video, Short Description, Directional Link

Photo Album, Video, Search Optimized Post with directional link

7 Features Weekly through SB52


Twitter Stories, Video, Search Optimized Post with directional link

7 Features Weekly through SB52


Instagram Stories, Video, Search Optimized Post with directional link

7 Instagram Posts/Stories Weekly through SB52


Pinboard Feature with Search Optimized Pin Collection

7 Pinboard Collections Weekly through SB52

Restaurant/Establishment Photo, Featured item, Short Description, Address, Phone, Link, Reservation options

Featured Restaurants, Specialty Venues + Cuisine Experiences

Minnesota Food Guide will be distributed digitally throughout SB52 Promotional Campaign

Facebook

Twitter

Instagram

Pinterest

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T Rex Cookies

SOCIAL STRATEGY OVERVIEWMinnesota Food Content Strategy > Sample Participant

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https://trexcookie.com/3338 University Ave. SE Minneapolis, MN 55414

Open Monday-Saturday 7am-7pm > Closed Sundays

Tina

Rex

ing

Prof

essio

nal C

ookie

Enth

usia

st

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MN Food Personality

MN Food Directional URL

MN Food Brand Logo

MN Food Venue or Experience

MN Food Menu Product Feature

MN Food Physical [email protected]

T-Rex Cookie Cafe offers a rotating variety of 1/2 lb cookies, locally roasted coffee and a variety of house-made sandwiches and salads.

T-Rex Cookies has grown from a farmers market table to a full service café and coffee bar on University Avenue. Her signature giant cookies range from ½ pound to 5 pounds each. The cookies have been named one of the best cookies in America from Good Morning America and can be found on many other “best of” lists.

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SB 52 Cuisine committee Contacts

Co-chairsAndrew Zimmern

Wendy Meadley

LEADERSHIP 52 Co-LEADSSARA BROHL

MEGAN SPEAS

SUB-TEAM LEADSCommunity Engagement > TBD

Social Engagement > Jerrod Sumner

MINNESOTA Food GUIDE > Sue Zelickson

SB 52 HOST COMMITTEE CONTACTSDana nelson

Reece Anderson

COMMITTEE MADONNA CARR

ERIC DAYTON

JULIE DRAKE

MICHAEL FANUELE

KATHY KANTOS

Tessa leung

MARCY LITTLE

Aaron mack

Adam platt

TAMARA SPUDE

CINDY TIMMERMAN

Vince tracy

Brian turner

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Branded Influencer CamPaign promoting Minnesota’s Food Industry

MINNEBAR Minnesota Food Influencer Campaign Launch 3-17

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