Lessons from Lombardi Lessons from Lombardi Orlando 2013: Vince Lombardi and Chris Heina

Objective To educate the membership about the sequence of events and decision making process of the 50 th year

marketing initiatives.

• ObjectiveTo educate membership about the sequence of events and decision making process of the 50th year marketing initiatives.

Objective To educate the membership about the sequence of events and decision making process of the 50 th year

marketing initiatives.

Greensboro, NC 2012

Use our collective financial power to communicate through advertising during the 50th anniversary year.

Educate members of the value of CFESA through multiple channels

Expand membership while increasing overall quality of service provider

Use the diverse service network to recruit, grow and strengthen overall membership

Identify and communicate industry trends broadly

"Individual commitment to a group effort - that is what makes a team work, a company work, a society work, a civilization work."

”There's only one way to succeed in anything, and that is to give it everything. I do, and I demand that my players do."

”There's only one way to succeed in anything, and that is to give it everything. I do, and I demand that my players do."

Marketing Committee Meeting - Colorado Springs 2012

Altered the Committee Mission Statement to read: "To promote the image and awareness of CFESA and its membership” Campaign and outreach to internal membership, potential

members, foodservice community and end users Testimonials Update and improve the website Branding Improve our image at trade shows Charitable effort in conjunction with RFMA - CFESA Cares

Board of Directors Meeting

Agree to investigate campaign, testimonials, website, and branding initiatives

Agree to allocate $10,000 in conjunction with RFMA GivesAgree to investigate the purchase of a building with training

facilityRelevance Strong push for 50th Anniversary

” Having the capacity to lead is not enough. The leader must be willing to use it."

Solicited proposals from 4 website design and marketing firms;

Content and message Message and brand to drive web content. WOW! Brands

” Confidence is contagious and so is lack of confidence, and a customer will recognize both”

"They call it coaching but it is teaching. You do not just tell them... you show them the reasons."

Pride in the Patch

We’re only as strong as our weakest link Raise the bar within the Association Elevate expectations within your own organization Explain to your employees that it's a privilege and honor to be a CFESA member company Certify all technicians and become a CFESA certified

company Example of current marketing message (FE&S, FER)

Magazine

“I would say that the quality of each man's life is the full measure of that man's commitment of excellence and victory - whether it be football, whether it be

business, whether it be politics or government or what have you."

WOW! Brands at the Conference Interviews and testimonials of: CFESA Manufacturing Members CFESA Members CFESA EGS Trainers

Highlighting these testimonials on the CFESA home page

“I would say that the quality of each man's life is the full measure of that man's commitment of excellence and victory - whether it be football, whether it be

business, whether it be politics or government or what have you."

Overview of CFESA Story Board (preliminary) 4 Main Buckets 50th Anniversary Certified Technicians Patch Pride Join CFESA

Internal subpages

Simplified site map

"Teams do not go physically flat, they go mentally stale"

Following website launch, 90-day plan:Social Media Marketing (30, 60, 90 day plan)Search Engine Optimization (30, 60, 90 day plan)

"It is and has always been an American zeal to be first in everything we do,

and to win..."

2013 Raise the bar within your own organizations and encourage

your peers to do the same Aggressive marketing campaign for new membership Aggressive marketing campaign to reaffirm our relevance

to manufacturers, dealers, reps, consultants, and end users 50th Anniversary ad-hoc committee for New Orleans, Fall

2013

Questions?

"The harder you work, the harder it is to surrender. Success demands singleness of purpose."

Questions?

"The harder you work, the harder it is to surrender. Success demands singleness of purpose."