Page 27

ASMI Annual Report_2014

section v asMi’s role asMi strategies and tactics ASMI is a public-private partnership With hands-on guidance from its seafood industry board of directors and input from dozens between the State of Alaska and the of industry experts serving on operational and advisory committees, ASMI applies a range of Alaska seafood industry established strategies and tactics tailored to fit specific market segments in theu.S. and overseas. These to foster economic development of a strategies and tactics enable Alaska’s seafood promotion arm to conduct effective consumer renewable natural resource. ASMI is retail and foodservice promotions, public relations activities, media campaigns, and technical playing a key role in the repositioning of education, all designed to increase the value of Alaska’s seafood resources and build brand Alaska’s seafood industry as a competitive equity. market-driven food production industry. Its work to boost the value of Alaska’s In theu.S. and international markets, ASMI: seafood product portfolio is accomplished conducts consumer campaigns to strengthen demand for wild and natural Alaska through partnerships with retail grocers, Seafood, stimulate sales and increases economic value of Alaska seafood foodservice distributors, restaurant executes advertising and public relations campaigns to boost usage of all key commercial chains, foodservice operators, universities, species of Alaska Seafood culinary schools, and the media. It performs outreach at expositions and trade shows conducts consumer campaigns, public works with broadline foodservice distributors to maximize Alaska Seafood penetration relations and advertising activities, and customizes promotion methods with retailers and foodservice operators to build on aligns with industry efforts for maximum strong brand equity to differentiate Alaska Seafood from the competition effectiveness. ASMI also functions as a partners with restaurant chains to increase the number of restaurants featuring Alaska brand manager of the Alaska Seafood Seafood as a branded menu item family of brands. conducts media tours and media outreach to secure positive publicity for Alaska’s seafood products and the Alaska seafood industry Alaska Seafood Marketing Institute 2014 Annual Report 25


ASMI Annual Report_2014
To see the actual publication please follow the link above