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ASMI Annual Report_2014

Target #4: Continue to Target #5: Continue the Public generate target consumer Relations Campaign supporting awareness via Consumer PR core U.S. marketing programs. and Advertising campaigns. Continue the campaign that generates awareness, positive Methodology: Alaska Seafood Marketing Institute; Schiedermayer & Associates messaging, and education among challenges: the target audience that Alaskanalysis of results and a ASMI will continue to focus on trying to increase seafood is a delicious, wild and consumer awareness by use of various methods sustainable choice. of media communication that includes broadcast, print and online media and advertising. Methodology: Alaska Seafood Marketing Institute; Schiedermayer & Associates FY 2013 funding was $2.8 million for both Pr and Adver- tising components ($1 million for Pr, and $1.8 million for analysis of results and challenges: advertising). In FY 2014, the consumer public relations budget was reduced to $800,000, and the allocation of The resources allocated to the Public Relations Campaign are labor and expenses was also shifted heavily in favor of currently designated to achieve maximum media exposure and more events and sponsorship opportunities. We estimate audience impressions for the current fiscal year to reflect value for Alaska Seafood. this reduction by coming in around 296 million. In addi- The goal is to continue to reach the target audience with the key Alaska tion, advertising funds will reflect FY 2013 levels, and we Seafood messages - delicious, wild and sustainable - delivered via expect advertising impressions to be near 97 million. This traditional and nontraditional digital media and education. Through public will result in a total of approximately 400 million projected relations efforts in FY2013, key messages were delivered touS consumers, consumer impressions for FY 2014. Note: FY 2013 saw resulting in more than 526 million consumer impressions with a media higher than anticipated impression results due to a single value worth over $18 million dollars. Additionally, the advertising portion of extraordinary hit. the campaign resulted in over 96 million consumer impressions. Alaska Seafood Marketing Institute 2014 Annual Report 23


ASMI Annual Report_2014
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