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Cook-off event plan

November 2017

Deema AldakheelSuffolk University

Cook-off event plan DEEMA ALDAKHEEL

Table of Contents

Executive Summary……………………………………………………..…………. 2

Objectives…………………………………………………….….….……….……… 3

Target Audiences…………………………………………………….….…….…... 3

Messages……………………………………………………………….………......... 4

Event Strategy………………………………………………………………………. 4

Event Program…………………………………………………………….…........... 4

Operational Plan………………………………………………………………......... 5

Publicity Plan………...…………………………………...…………………………. 8

Timeline…………………….………………………………………………………… 9

Calendars……………………………………………….…………………………… 12

Proposed Budget Options…………………………………………...…….…………. 15

Event Evaluation Plan……………………………….………………….……............ 20

Works Cited….…………………………………………………….……….………… 22

Appendices….…………………………………………………….……….………… 24

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Executive Summary Research has demonstrated the need for developing Pig Rock’s brand awareness since not many people know about the company and it has a growth potential in the market. To help build the company’s brand awareness, a cook-off will be held as a promotional event. This document provides a detailed event plan for the cook-off event. The event should attract a specific audience that could become possible consumers of Pig Rock’s sausages. It also aims to generate media and press coverage while also increasing the number of followers in Pig Rock’s social media pages. After the event, the attendees and participants will gain knowledge of the Pig Rock brand and hopefully become loyal customers of it. The company’s primary messages should get across the audience, and that message should emphasize Pig Rock’s high-quality ingredients, their lack of additives and preservatives, and that its sausages are restaurant quality. The event’s promotional activities will include outreach to journalists, chefs, and industry leaders as well as advertising in food publications. Detailed operational plans, timelines, calendars, and evaluation metrics are also given within the plan. If the event was successful, there should be an increase in the sales of Pig Rock’s sausages which will lead to an increase in profits. Those profits will help Pig Rock to continue to grow and further develop its brand name.

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Objectives Have at least three chefs (other than the judges), industry leaders, social media

influencers, journalists, and food bloggers attend the event as well as 30 members of the general public.

Gain media coverage and reviews on the event by at least five publications or websites. Get a 5% increase in Pig Rock’s social media followers

Other than the objective above, the primary goal of this event is to increase brand awareness, which will lead to a subsequent increase in sales. Even though Pig Rock is not a new company, its brand still needs more growth, so creating a promotional event will be beneficial. With the increase in the brand’s awareness and a demonstrated liking by the general public, more distributors, retail, or wholesale buyers would want to buy the sausages and become regular buyers of it.

Having a cook-off can be considered as an educational event as it not only teaches the event’s attendees and viewers about the brand but also teaches the attendees creative sausage recipes. As people learn about the brand, they will be more likely to follow it on social media, which will be beneficial to Pig Rock. This event will also be useful in continuing the brand’s community relations, as it creates a community event that will entertain the public, while also promoting the brand.

Target Audience Middle class and upper-middle-class families that has a family member that cooks Non: Muslims, Jews, Buddhists, or Hindus Non- vegetarians Young individuals that cook

People from the aforementioned religious groups were excluded because their religion prohibits them from eating pork and all of pig rock’s sausages contain pork. People that are vegetarians should be excluded as well since they don’t eat any meat products. When it comes to the type of families to target, middle and high-class families would be ideal since they can afford the sausages. Both men and women will be included. Targeting women will be useful because they tend to influence a household’s purchase decisions and they are the ones that tend to cook their family’s meals. However, nowadays family roles have shifted, and men can also be targeted. Men also tend to enjoy grilling activities, especially during

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the sports season and the summer. As my market research revealed, sausages are consumed a lot through grilling activities. Young individuals that cook can also be targeted as sausages tend to be eaten at social events, which is something the young people tend to have a lot of. The fact that sausages can be cooked easily and quickly makes it convenient for young many young people's fast lifestyle. People that don’t cook should be excluded since Pig Rock’s sausages need to be cooked.

Messages Tired of only finding bland sausages with unhealthy additives and preservatives? Can’t find sausages with fresh, high-quality ingredients? Pig Rock is the solution.

Pig Rock’s Boston produced restaurant-quality sausages is chef inspired and has natural ingredients with no additives or preservatives.

Add this phrase to attract the chefs, Industry leaders, bloggers, and influencers:Get the chance to network with other chefs, industry leaders, bloggers, and influencers through Pig Rock’s cook-off event.

To attract the general public, add this phrase: Come learn about Pig Rock through a cook-off event that supports local talents.

Event Strategy This event will primarily be composed of a cooking competition that Pig Rock will

organize. The competition’s participants will be culinary students of Greater Boston. The event will be held live and will also be live streamed online for the people that can’t attend the event or are just interested in seeing it. The event’s attendees will include industry leaders such as chefs, restaurant owners, food bloggers, and social media influencers. It will also feature people from the general public.

Event Program The event will be held on May 17, 2018, and it will start with a speech given by Chef Art Welch where he will introduce himself and his brand. Then the chefs that will participate in the competition will introduce themselves, which school they go to, the year they’re in, what got them interested in the culinary world, and what their future aspirations are. Then, there will be a short minute musical performance followed by the cooking competition. Then, the judges get to taste the meals cooked. After the tastings, the judges decide what the best dish is, and people get time to vote on their phones on the best demonstration. Then people get half an hour to interact with others, whether it is for networking or socializing purposes. Later the winner is announced,

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and Chef Art Welch gives a closing speech, after giving out the prize and a gift to the judges and performers as a token of appreciation.

The winners will be announced night right after the cooking competition as a way to encourage the people to interact with each other while waiting for the results. The people that don’t stay for the socializing and networking part will be very likely to check one of Pig Rock’s social media pages to check who the winner is, and this would make them more likely to follow the page that they check. As to the guests being asked to vote on their phones, it should happen through Instagram's polling service, and this would entail having the event’s attendees go to Pig Rock’s event page, making them more likely to follow the page.

Sample Event Program (look at Appendix B for Sample Program)6:00- 6:20 – Introduction and Speeches 6:20- 6:30 – Musical Performance 6:30 -7:00 – Cooking Competition 7:00-7:30 – Tasting and judging 7:30- 8:00 - Networking and Socializing Time 8:00- Winner announced/ Closing Speech

When it comes to the cooking competition, the number of participants can be determined by the Chef based on the number of people that applied and the quality of their meals. When applying for the competition, the competitors should provide a recipe for their meal as well as a picture of it to help in the selection process. The ideal number of participants is two, but the competitors can be a maximum of four.

Having too many competitors would bore the audiences since each competitor will have to do a live demonstration of their cooking. During the demo, they would have to explain to the viewers what they’re doing; this way it becomes like a free cooking demo for the audiences. Every participant must be given a minimum of 15 minutes for the demonstration. If four participants were chosen, this would mean that the demonstration would become an hour long and the event schedule has to be edited accordingly.

Operational Plan I believe that having this event during the summer would be appropriate since the

summer marks the start of the grilling season, where sausages are highly consumed. For the operational plan, I decided to divide the event’s tasks into four categories. For each group, there should be at least one employee in charge. Since the company’s existing employees are not specialized, it might be necessary to hire new employees to assume the four main tasks of the events or hire an event planner if the company’s employees are not qualified for them or are unwilling to work on the event. Students that have previously taken relevant event planning

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classes can be hired as interns for college credits to assume these roles. The four categories are Room Manager, Competition and Entertainment Manager, Finance and Legal Manager, and the Marketing Manager.

Note: each title is written in different colors for coding purposes that will be used in the event’s timeline.

Room ManagerThe Room Manager deals with the room’s setup and requirements. His/her tasks include

communicating with the chosen venue’s facility personnel, contacting the various companies that will provide the needed equipment or services that aren't offered by the site, figuring out what the most suitable companies are, following up with them, and supervising them during the event and setup and teardown. If the venue doesn’t provide a set-up, tear-down, and cleaning crew, the person should contact the Finance and Legal Manager to hire temporary employees for it.

The event’s AV and technology needs also fall under this person’s responsibilities. The person must make sure that the event has the required microphones, speakers, recording camera/s, regular camera/s, and screens. The person must hire a professional to livestream the event and project the happenings on the screens and hire a professional photographer as well. In addition to that, the person must ensure the provision of the chairs and tables for the event as well as their set-up to meet a planned layout. (Look at Appendix F for sample layouts) When working with the Finance and Legal Manager in choosing the venue, all of the following questions must considered: Does the venue have enough space for all of the event’s components or would there be a need to get an additional or bigger room? Does it have AV capabilities like microphones and speakers? Does it have screens and an already set up kitchen for the cooking demonstration? Does it have a set-up and clean-up crew? Does it provide tables, chair, and linens? Does it have nearby parking?

The cost of having the things mentioned above must be considered and whether or not they would be part of the room’s charge. If they come at an additional cost, outsourcing can become possible if it is cheaper or of better quality. The person should check with the Finance and Legal Manager if there any contractual constraints placed by the venue since it might not allow the use of equipment and services from an outside source. Whether or not the venue is unionized is something else that must also be considered.

When dealing with the room’s layout, the following questions must be asked: How many people does the room fit? Will that number meet our event goal for the number of attendees? Will the room’s layout affect that number? How will the chairs be arranged? Where will the performances and speeches happen? Where will the judges sit? Will they need a table? Where will the networking and socializing area be? If the venue does not have already built-in kitchen, where should the one that will be built be placed?

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Competition & Entertainment ManagerThis manager must deal with all aspects of the competition and find the musician/s for

the performance. The person or band that will be performing will be chosen from the musicians in the area in different music schools or programs. Another area of responsibility for this manager will be looking through submissions and applications and selecting the best ones. After choosing the most appropriate students, the person must contact them and make sure that all of their needs are met. For this part, the person should collaborate with the Finance and Legal Manager to come up with contractual agreements that would please both parties. This person will also select the judges for the competition, and Chef Welch should assist in the selection process due to his expertise and connections. The person in charge of this category must also identify the requirements for eligible recipes and the general rules of the competition. Ideally, the recipes submitted by the competitors should promote the sausage as an entree since it is one of chef Welch’s goals behind the brand. The manager should also establish and communicate safety rules to the chosen competitors.

When it comes to the competitors, many culinary students would be motivated to join the competition since it will provide them with a valuable thing to add to their resume. As a further incentive, the winner should be given a prize; the ideal prize would be a financial reward. If there were any sponsors or partners selected for the event, they could also contribute to the prize. To make the prize more appealing, the money should be presented as large checks. The prize can also be or include a decent amount of Pig Rock’s sausages, as seen from the market research, one competitor held a cooking competition, and their prize was a year’s worth of sausages. The winner can also be presented with a trophy if large checks weren’t provided. Providing the winner with a visually appealing prize such as a check or trophy will be useful for the pictures that could be used by the media and the company’s social media profiles.

Finance and Legal Manager This person will work with the other two managers to provide them with the needed

finances and to ensure that they don’t go over budget. The person must also work with them to ensure that no laws are being broken such as copyright laws when it comes to the marketing and promotional ads. The manager will also be in charge of negotiating the venue’s and other service provider’s contracts, setting up contracts for the competitors and musical performers, and making sure that all of those contractual agreements are met. He/she will deal with the union workers if the venue is unionized and must ensure that the other managers don’t interfere with the setup functions that the union workers, if any, are responsible for. The person will also meet with the room manager to make sure that he/she knows what the venue must provide them when it comes to the technology and AV capabilities as well as other things such as chairs and tables. Another

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thing that this person must set up is insurance, as many venues require it and it is also beneficial for Pig Rock in case of unexpected happenings.

Other responsibilities for this manager would include finding an employee for the registration table that will be placed by the venue’s entrance as well employees for the sales table. The sales table is a table that will be placed in the networking area, and it will have Pig Rock sausages on sale. The person will also be responsible for finding and communicating with possible sponsors or partners.

Marketing Manager This manager will be in charge of the event’s marketing and promotion efforts as well as

the event’s design elements. He/she will be responsible for all of the event marketing and promotional materials such as posters and flyers; this would entail creating a logo for the event and a possible tagline or slogan. Other than the event’s main poster, this manager should create the posters that will be put around campuses to recruit the students for the competition and performance. He/she will then provide the competition and entertainment management with the posters. The manager should also create the media content and posts and then send them out. Another responsibility that this manager would have is the outreach to chefs, industry leaders, influencers, food bloggers, journalists, and publishers of food and farmer’s market publications. He/she should contact the people that manage relevant social media pages as well as food bloggers such as people that post recipes and reviews of restaurants and food products. These people should not be paid to ensure the credibility of any subsequent coverage. However, one useful website to pay to promote the event would be BostonChefs.com, as it would attract famous chefs and industry leaders. I also believe that specifically reaching out to the people in charge of Boston Public Market’s publications would be beneficial since the people that like the Boston Public Market’s products tend to care about high-quality products, making them the ideal targets for the event.

Publicity Plan Other than announcing the event to two different culinary schools and using their

campuses for posting flyers and posters, directly contacting the professors and program directors of the schools and posting on the school’s social media pages will be useful.

Publicize the event in food and farmer’s market publications and websites; this would enable the company to attract people that are genuinely interested in and know about high-quality foods. The ideal choice for this category would be the Boston Public Market.

Advertise for the event in Bostonchefs.com

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Advertise on Pig Rock’s social media – create posters, videos, and hashtags for the event. Use Facebook’s advertisement option as well; this option is beneficial as it attracts a lot of people to your page and it does not impose a specific amount of money for the advertising.

Advertise on other relevant media pages such as the pages of food bloggers such as pages that cover food events, pages that contain food recipes, and pages that contain food product reviews.

Use word of mouth promotion and networking to market for the event- this would necessitate the chef to use his contacts to promote the event. These connections can include chefs, celebrities, and restaurant owners. It would also entail the chef visiting various food festivals and events to promote Pig Rock’s event and the brand in general.

The participants in the event (the competitors, musician/s, and judges) can be asked to promote for the event as well

Journalists that write about food and entertainment should be contacted to write about the event and possibly review the event later on.

Public influencers in Boston can also be contacted directly and invited to the event. If social media influencers attend the event, they are likely to cover it on their social media pages. If some other famous people came, it will generate a buzz and will likely impress the people and journalists that would cover the event, and they would probably include it as part of their coverage or reporting.

Marketing through Bostonchefs.com Bostonchefs.com is “a marketing platform that connects chefs, diners, and brands through a shared passion for food and drink.” (Bostonchefs.com/advertise). Almost thirty percent of their audiences have a high household income (over $100K/ year). Their audiences are young, and their median age is 36. They have more women followers (63%). The website’s reach is very high, as they reach 40,000 people per month through their newsletter. They also have many followers on social media (16,000 on Twitter and 90000 on Facebook). More than 50% of the website’s subscribers or audiences reported that they share their culinary experiences with others. Two-thirds of them reported that they “experiment with cooking at home” (Bostonchefs.com/advertise). The characteristics of the audience mentioned above fit the event’s target audiences, so advertising through them would be ideal.

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Timeline

December Start contacting venues & check room availabilities Contact possible sponsors or possible partners for the event

Two weeks later: Follow up on possible sponsors and/or partners

January Check out the venues in person Negotiate venue contracts Finalize sponsors and/or partners Pay venue deposit Reach out to different culinary and music schools and programs Reach out to possible judges Create marketing materials (logo for event & posters) Create social media marketing plan

February Get bids from different tech companies Allocate budgets Meet up with partners and sponsors to discuss event plan Spread flyers in colleges both culinary schools and music schools Finalize judges’ choice Start posting about event on social media Reach out to social media influencers and food bloggers Reach out to food & farmer’s market publications & websites Reach out to Boston Chefs.com & The Boston Public Market Create FB page for the event, have an RVSP link as a call to action Announce sponsors and judges on social media and incorporate them into

marketing materials

March Pick the most suitable bid for Tech company Deadline for accepting recipes from students in the middle of the month Start processing the competitor’s recipes and profile Start processing the musicians’ applications Continue social media posts & promotion (do it a twice a week, every

week until the day of the event)

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April Continue social media posts twice a week every week Follow up with sponsors Follow up with judges (reminder + confirmation) Announce the chosen competitors & musician/s Incorporate the competitors and musician/s into the marketing materials Post event’s poster on the Boston Public Market’s publications and website Finalize and post the AD at Bostonchefs.com Contact journalists that write about food and entertainment Contact the food bloggers & social media influencers again Chef Welch should personally invite the Chefs that he knows Create survey for the evaluation Follow up with Tech company Purchase ingredients listed by students Follow up with students

May Two weeks before the event Send an email reminder to the people that RSVP'D to the event Continue social media posts

One week before the event Follow up with judges and performer/s Make sure that all of the required ingredients and cooking materials are

available Hours before the event

Create room set-up Test AV & Tech equipment Send final event email reminders (include event’s location and time) Post updates on social media that could also act as reminders -(ex:

give a glimpse of the room’s layout, a picture of the schedule, or the ingredients )

Right after the event Supervise tear-down and clean-up

A day after the event Send out evaluations and thank-you notes Post pictures and other social media content

A week after the event Analyze the evaluations Report & evaluate the event with employees

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Calendars

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Proposed Budget

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It is essential for every event to have a revenue stream. In this case it will be through Pig Rock’s revenues and Chef Art Welch. The revenue can come also come through sponsorship, partnerships, product sales, and registration or ticket fees.

Item/ Service Estimated Cost

Room Rental Cost Prices not provided on website- negotiable Try to avoid rack rates*

Variable

Audio- Visual Needs Get a venue that provides microphones and speakers $0

Tables & chairs & design elements

Get a venue that provides the tables, linens, and chairs and employees that would help with setup and clean-up

$0

Competition’s Prize Prize$300

Large Check Printing Cost Paper on Foam Core Board 22’’*44’’(Megaprint.com)

$54

Total: $354

Cooking Ingredients & Equipment

Each competitor will get $100 for both the cooking ingredients and equipment

$200

Marketing & Promotion (Printing costs)

750 Flyers to hang on walls on campuses ($0.09*750) (bestvaluecopy.com)

$67.5

17 Foam Board Poster 18’’*24’’ ($20 *17) (print radiant.com) Posters for four schools: two cooking schools & two music schools and four posters in each school & one poster by the entrance of the event= 17

$340

2 Custom logo table runners 2’’*5.67’’ ($27*2) (bannerbuzz.com)

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$54

To lessen the cost there could be just two or one poster posted in each school in the most frequently visited building

2 Banners( $68.70*2) (megaprint.com) $137.4

Total: $598.9

Tech Needs Videographer for 2 hours(for screen-display) (thumbtack.com) $785

2 Screens ($225* 2) (mrbigevetrentals.com) $450

Photographer ($110*2) (thumbtack.com)$220

Total : $ 1,065.5

Trophies 3 Arrowhead Jade Glass Award ($33.55*3) (Awards unlimited.com)

2 trophies for the judges and one for musician/s$100.65

Employee wages (overtime on the day of the event)

Employee 1: Sign-up table & Greeter($16.50 *2) (hourly increased to overtime rate)

$33Employee 2: Room manager($16.50*3) (one additional hour for setup and teardown)

$49.5Employee 3: Sales employee(sells the sausages during the event, after the cook-off)

$16.50Employee 4: Competition and entertainment manager (he should be present during the event to assist and coordinate with the judges, competitors, and entertainer/s)

$33

Total: $82.50

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*A rack rate is the advertised price of a venue; however, it is the highest charge and the price can be lowered through negotiation.

Within the table, the cost of hiring only three employees during the event is estimated; however, it might be necessary to include an event planner’s fee as well as the cost of hiring part-time or temporary employees. Hiring a graphic designer might also be required, and the price for that is also negotiable. The cost of office supplies that will be needed during the event planning process should also be calculated. After coming up with the total estimated budget, it is useful to have emergency funds in case of cost overages or other unexpected happenings. Proposed Venues:

I believe that the perfect place for holding the event would be The KITCHEN, which is partnered with and located at the Boston Public Market. The KITCHEN offers venues for private and corporate events and usually has cooking classes throughout the year. It is run by a team of trustees and already has a team of volunteers that can be utilized for the event. In its website, the kitchen describes itself as a “community gathering place” that offers “hands-on classes and educational experiences that celebrate the farmers and artisans of this region.” It also states that it “promotes cooking as an essential cornerstone of a sustainable food system.” To book a room in the venue, the following email can be contacted: [email protected]. Within their website, the KITCHEN states that it offers the following:

Demos and tastings with local, seasonal ingredients Hands-on classes showcasing different flavors and recipes with chef instruction Experiences celebrating wine, beer, and cocktails Workshops on various cooking styles and cultures Health and wellness programs

Even though a cook-off isn’t stated as an activity that is done there, the cook-off incorporates some elements of the things listed above. As the event will provide demos and tastings and it will also feature a showcase of recipes with chef instruction. As to experiences with alcohol, the event could incorporate alcoholic beverages into the tasting experience.

No details on the price of renting the suggested venue are given. However, if the price turned out to be expensive, Pig Rock should partner with another company that needs to create a marketing event since I believe that the venue is very suitable for the event.

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Other Possible Venue Location: Action Kitchen at the Seaport Hotel The Action Kitchen provides a fireplace, dining room, and conference room. The venue also includes a “flat-screen video wall with live feed and recording AV capabilities,” and a “state-of-the-art demonstration kitchen with four distinct stations, including a Molteni range” (seaportboston.com) The maximum capacity for a reception is 60 people if the event was held in a reception style. This would limit the number of people; however, the event’s live-streaming could make up for it.

The fact that the room is already equipped with a screen and has AV capabilities is useful as it would eliminate the need for hiring an outside company to provide them. The Kitchen is usually used for many corporate events where the attendees get to cook their meal with guidance from a team of professionals as well as the Seaport's Executive Chef Richard Rayment and Aura Chef Robert Tobin. For this event, the cooking will be limited to the competitors, and the chefs mentioned above can be the judges.

The conference room can be used for the networking and socializing part of the event while the dining room can be used if the event's sponsors or partner were to provide full-meals.

Entertainment: To lower the cost of the event, the musical performance can be performed by any talented

musician. New up and coming music performers from music schools in the Boston area, such as Berkley, can be asked to volunteer for the entertainment part of the event. This would show support to the new musical talents in the region and provide them with recognition for no charge other than the performance.

To book the venue the Seaport sales department can be contacted at 617-385-4212 or emailed at [email protected]

Competition: When it comes to determining the cost of the competition, the cost of the ingredients used

by the competitors can depend on the type of recipes that the competitors submit and the allocated amounts can vary depending on each recipe submitted. However, according to culinary students, $50 would be more than enough for a sausage recipe. Getting sponsors to pay for the cooking equipment would be ideal.

Food:

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According to socialtable.com, food and drink components are “often one of the largest, if not the largest, expenses for events.” Other than the cost, cooking and serving food at events also entails meeting health regulations. Many events now have shrinking budgets, so the website suggests giving the event’s attendees vouchers for surrounding restaurants to be cost-effective. I believe that getting a sponsor to provide the food and beverages would even better a better idea; that way, the event planner wouldn’t have to worry about the food and drink costs as well as city permit guidelines and regulations. Some hotel venues don’t allow food from outside vendors, so if it is essential to check with them before getting sponsors for the food and beverages. For this event, it is ideal to have Hors d'oeuvre since they wouldn’t require plates and tables. They would also be easier to clean. When it comes to food, no recipe samples will be provided by Pig Rock to the audience due to the high cost that this would incur. Not only will it be costly to cook the meals, but things such as the servers’ labor fees and tax fees as well as the service/gratuity fees will add to the event’s cost. After the cooking competition, Chef Welch should encourage the audience to try out the competition’s recipes at home; this would motivate them to buy the sausages on sale and to check out the recipes posted on the company’s social media pages. When people purchase the sausages, the company will benefit from the revenue that could offset the event’s cost, and when the people check any of the company’s social media pages for the recipes, they are more likely to follow it.

Another possible option for the food is to have an outside food vendor sell food in the event; however, it is not easy to achieve that due to the venue’s size. If the event were to be held at the Seaport Hotel, the guests could be encouraged to go to the hotel's restaurant after the event to have a full meal there or their coffee shop. While negotiating the venue’s contract, a discount given at the hotel’s restaurant or coffee shop to the event’s attendees can be discussed.

Sponsorship:An ideal company to receive sponsorship from is a cooking ware company as it can

provide free cooking equipment to use in the competition. The company can also offer a set of cooking ware as a gift for the winners. In exchange, Pig Rock can include the company’s logo on all of their promotional materials and the event program and other design elements; they could also print the logos on an apron that the competitors would wear.

Receiving sponsorship from food, snack, or drink companies would also be ideal as they can provide in-kind contributions to be enjoyed by the event’s attendees during or after the event. One of those companies could also offer a gift card as part of the competition’s prize. To go beyond sponsorship, the aforementioned companies can partner with Pig Rock in the whole event. Any food or drinks company, especially ones that are trying to establish its brand name in

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the Boston area by creating a promotional event can form a partnership with Pig Rock and use their established event plan. If a partner was found, the event’s cost could be split between Pig Rock and the partner.

Event Evaluation Plan The success of the event can be measured in various ways. The most critical factor is checking whether or not the three main event objectives were met. The number of the event’s attendees should be measured to see if it achieved the stated goal. The same thing is applicable in the percentage increase in the number of social media followers and the number of news coverage. If the attendees' number exceeds the expected attendee numbers, then that reveals that the event was a great success. The same thing applies to the other two goals. If the number was below, then the event failed.

Knowing the number of people that RSVP to the event is also somewhat useful because even if the person doesn’t attend, he/she would still be exposed to the Pig Rock brand name. While in the later stages of the planning process, after announcing and marketing for the event, if the RVSP number is low, then this should act as a sign that the marketing and publicity efforts should be improved.

The events’ main goal was not to generate profit, so a financial ROI shouldn’t be calculated. Having an evaluation form is an excellent way of measuring the event’s external ROI, which relies on the participants and attendees’ feelings and actions. A survey can be administered at the end of the event; it can be posted on the company’s social media pages or sent to the emails of the people that RSVP'd online. To be able to tell whether or not subsequent sausage sales are due to the event, people can be asked about their purchase decision in the cash registers of the places that sell Pig Rock's sausages. For the online sausage purchases, a pop-up survey can be administering at the seller's website, whereby the customer is asked if this purchase is a result of the event or the publicity generated by it.

Tracking the comments on the company and the event specifically on social media is another way of measuring the event’s success. To help in doing so, a hashtag can be created by the event planners and then the clients should be encouraged to use it during or after the event. When customers comment on the event and the brand on their own social media pages, it acts as another form of promotion for the company for anyone that didn’t know about it. If the event was able to generate the reactions mentioned above, then it could be marked as a successful event. Below is a list of questions provided by eventmanagerblog.com that can help in the evaluation.

1. What were our original event objectives?2. Did we meet them?

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3. Were there any problems encountered as we tried to meet our event objectives? (think registration or tech issues, budgetary constraints, revenue goals, marketing performance, food & beverage issues, and general attendee engagement) If so, what were they?

4. Did those problems get solved? How? Was the provided solution effective?5. Was your individual role in the event production process clear to you from the

outset?6. Did you find that the information you needed to do your job was readily available to

you?7. What were some triumphs at our event? Who or what was responsible for them?

How can we replicate that success in the future?8. How effective and efficient was our registration process?9. How did we utilize technology at this event? Was the tech we used easy to

implement and analyze?10. What would you like to see happen at similar events in the future?

Work Cited

2017 Average Event Photographer Cost (with Price Factors). (n.d.). Retrieved November 15, 2017, from https://www.thumbtack.com/p/photographer-prices

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Action Kitchen. (n.d.). Retrieved November 15, 2017, from https://www.seaportboston.com/meetings-events/event-venues/event-private-dining-rooms/action-kitchen.aspx#gref

Advertise With Us- Boston Chefs. (n.d.). Retrieved November 15, 2017, from https://www.bostonchefs.com/advertise/

Banner Printing. (n.d.). Retrieved November 15, 2017, from https://www.uprinting.com/banner-printing.html?iv=__iv_p_1_a_55813521_g_25578877401_c_193013807654_k_banners_m_p_w_aud-94796300721%3Akwd-19773723_n_g_d_c_v__l__t__r_1t4_x__y__f__o__z__i__j__s__e__h_9001974_ii__vi__&k_clickid=_kenshoo_clickid_&campaignid=55813521&adgroupid=25578877401&adid=193013807654&gclid=EAIaIQobChMI3YCsqOy81wIVnbjACh3bVgk0EAAYBCAAEgLZqfD_BwE

Big Checks | Large Presentation Checks . (n.d.). Retrieved November 15, 2017, from https://www.megaprint.com/large-checks.php

Customized Table Runners for Trade Shows. (n.d.). Retrieved November 15, 2017, from https://www.bannerbuzz.com/customized-table-runners.html?utm_source=Google&utm_medium=cpc&gclid=CjwKCAiAxarQBRAmEiwA6YcGKEvjtgBL78KSDr5rLD-2XPx8sIGny4KYPhBU-8V9t3KPFFj8IwE3OBoCeRsQAvD_BwE

Flyer Printing. (n.d.). Retrieved November 15, 2017, from http://www.bestvaluecopy.com/site/flyer-printing#.Wgo9UVuPKUm

Foam Board. (n.d.). Retrieved November 15, 2017, from http://www.printradiant.com/Content/Foam_Boards.aspx?c=17

Jade Glass Awards . (n.d.). Retrieved November 15, 2017, from http://awardsunlimitedonline.securedwebpages.net/awards/jade-glass-awards/yg8PwDhkDt20r1/

Luppino-Esposito, A. (2017, August 26). The Role of Food and Beverage in Meetings and Events. Retrieved November 15, 2017, from https://www.socialtables.com/blog/catering/role-food-and-beverage/

Rules and regulations for public events. (2017, March 03). Retrieved November 15, 2017, from https://www.boston.gov/departments/tourism-sports-and-entertainment/rules-and-regulations-public-events

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Smith, B. (2017, June 12). 10 Critical Questions for a Successful Event Debrief. Retrieved November 15, 2017, from http://www.eventmanagerblog.com/how-to-debrief-your-event

The 10 Best Videographers in Boston, MA (with Free Estimates). (n.d.). Retrieved November 15, 2017, from https://www.thumbtack.com/ma/boston/videographers/

Appendices

Appendix A: Market Research Appendix B: Sample ProgramAppendix C: Sample LogosAppendix D: Sample BannersAppendix E: Trophy Picture

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Appendix F: Sample Layouts

Appendix A: Market Research

Market Research for Pig Rock Sausages

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A research report on sausages, sausage statistics, Pig Rock, its competitors, marketing techniques, and event marketing

October 2016

Created by: Deema Aldakheel

Pig Rock Sausages

Pig Rock is a company that was filed as a Domestic Limited Liability Company (LLC) on October 20, 2014. Its registered location is 52 Dyer Avenue, Milton, MA 02186. On

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Facebook, their given location is135 Newmarket Sq., Boston, MA 02118 and their phone number is (781) 285-5902. The company has 5 registered employees and their annual revenue is $203,050.

Pig rock is a company that produces sausages that have chef & restaurant made quality. Below is the standard caption that Pig Rock uses to describe itself. The caption is used on its Facebook page and Chef Art Welch’s Limekiln’s page. It is also used through their event marketing when creating events with other companies.

Pig Rock Sausages is the brainchild of longtime Boston chef Art Welch. After months of sampling various sausages for the restaurants he runs, Art felt there was a need in the restaurant market for a quality sausage that would satisfy not only diners but chefs as well. Sixteen months after the idea was sparked, Art fired up the grinder and the first batch of Pig Rock Sausages was made.The focus of Pig Rock Sausages is using fresh, quality ingredients to produce the highest quality line of sausages. There are no additives or preservatives. What is on our label is what is in our sausages.Pig Rock Sausages offers a growing line of gourmet sausages as well as the classic Sweet & Hot Italian. Current flavors include Chicken & Maple, Turkey & Cranberry (think Thanksgiving in a sausage), Bratwurst, Chipotle Chicken & Lime, Sweet & Hot Italian, Breakfast, Mexican Chorizo, Chicken & Apple and Merguez.

A lot can be learned through the caption; to begin with, you learn that the sausages company belongs to an already established Chef in Boston. The company’s origin story also becomes evident, as the brand becomes inspired by the chef’s realization of the lack of high quality sausages that would please everyone. The target market for the company also becomes evident through the caption, as it is not only intended for general consumption by the public, but restaurateurs and chefs as well. The company’s sausages qualities are highlighted within the caption. These qualities are: “fresh, quality ingredients” and “no additives and preservatives”. This clarifies the sausage’s differentiation from other sausage companies, as many sausages that are out there in the market don’t have the same qualities. The fact that the company has a growing line of sausages is another thing to market. In addition to that, the sausages are locally made, and that is another unique method for the company to stand out against the other competitors in the market. In the company’s brochure, they also stated that they have “cleaner casings with fewer whiskers resulting in less “chew” to the casing” and that allows “the focus to be on the sausage, not the casing”

Pig Rock’s sausages are mostly sold in Milton. They are available in Eagle Farms at Milton, Kennelly Meats at The Milton Marketplace, and Thatcher Farm Dairy at Milton. They are also sold in Lexington at Wilson Farm. Most of the company’s event marketing efforts happens in those two cities.

Chef Art Welch

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When you look up the chef, the first thing that you would get is his LinkedIn page that doesn't have an actual picture of him. Instead of having his face in the profile picture, he posted a picture of his logo and some of the letters are cut out. The cover picture shows a simple picture of sausages in a grill. The picture doesn’t reveal originality. It shows no differentiation from other sausages and doesn’t identify the brand. Even though having a Linkdeln page that belongs to the brand specifically could be useful, it does not mean that the chef himself should not have his own Facebook page. However, the fact that the Chef linked his name with the brand is a positive step, as consumers tend to favor brands that are professionally made and have a personal touch in their marketing effort.

After further research on the chef himself, it becomes evident that the chef is known in the Fenway area and that he runs several restaurants. One way that was noticeable was through a webpage that asked him his opinion of a new menu addition to a restaurant in Fenway. A review of a bread pudding that he cooks for a restaurant in Boston is given. The review was written in 1997 and it stated that it is the best bread pudding in the city. This reveals that the chef is very good in his craft and has been so for a really long time. The chef cooked for the Lansdowne Pub more than once and that was noticeable through various events where he cooked for them. These events can be found within the search results that came after looking his name up. An example of one of those events is a Samuel Adams beer event that the Lansdowne had. Another example of an event that he cooked for was the Wormtown Brewery’s Beer Dinner at Worcester. This reveals that the chef is well-known throughout the state as well. Chef Welch is considered a celebrity chef in Boston and that was revealed when he was included in a foodie event which had an article written about it on Grub Street on September 2009.

Throughout my research, I was not able to find a clear biography of the chef that states all of the restaurants that he manages and cooks for. None of the chef’s images can be found in the google image search results as well. There is another chef with the same family name as him, Tristan Welch, and he showed up in the first page of the results. This adds confusion to the search process. The family name Welch is a big family name, so that added to the confusion results since there many other non-related results.

Sausages

BACKGROUND A sausage is an old food product that was mentioned way back in The Odyssey by Homer. It was said to be one of the favorite foods of the Greek Dictionary.com defines sausages as: “minced pork, beef, or other meats, often combined, together with various added ingredients and seasonings, usually stuffed into a prepared intestine or other casing and often made in links.”Sausages are usually made of ground meat that is mixed with fats or fruits, seasonings, as well as preservatives and/or fillers. They may also include binders and extenders such as wheat flour and non-fat dry milk. During the production process, meat proteins can form a film that coagulates during heating. After producing a sausage, they are usually sold in casings; however, fresh sausages can be sold in loose like any ground meat or as patties. Sausages may also contain a small percentage of water.

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According to the National Hot Dog and Sausage Council, sausages are a necessary staple of diets around the world. Within the US, it remains important in gatherings and celebrations since grilling is a common part of the culture. The sports culture also makes sausages important, as many people eat sausages around the time of or during sports games such as baseball and American football. Centuries ago, sausages developed through a salt-drying preservation technique. Not only does the salt add flavor to the sausages, it is also an essential functional part since it assists in the emulsifying capacity of meat proteins and aids in water binding. Nowadays, sausages can be considered as a form of culinary art at times.

Other than its great taste, sausages are loved due to their convenience as they can be made quickly and easily and the variety that they provide. The three main type of sausages can be fresh, cooked, or cured. Sausages can also be smoked. Around the world, sausages have different names, as they’re is called Bratwurst in Germany, Chorizo in Mexico, Boerewor in South Africa, Salami in Italy, and Lop Chong in China, and the list goes on. Some of those names are based on the specific place where the sausage originated.

The three basic ways of making sausages, fresh, cooked, and dry, are defined below. Smoked sausages are defined as well. It is not a type of sausage, rather a technique that is used while creating sausages.

FRESH SAUSAGES Fresh sausage is made from uncooked, uncured or unpreserved meats; therefore, they must be refrigerated of frozen at all times since the meats can be chopped, ground, or even pureed. Fresh sausages are not made from meat by-products such as kidneys and livers. When preparing them, they must be fully cooked. This form of sausage is very versatile and easy to make.

COOKED/ PRECOOKED SAUSAGES Pre-cooked Sausages are cooked sausages that tend to be made with smooth and pureed fillings. The sausage is cooked after filling it into the casing, and at times the fillings are partially cooked before placing them into the casing. Although it isn't really necessary to fully cook a pre-cooked sausage, it is recommended to heat it up to bring out its flavor. While heating it up, grilling it is one option. Other options are broiling or pan-searing. It can be cut to be served in dishes. This type of sausage is convenient for whoever wants a meal that is quick to make. It usually comes as patties or links.

DRY SAUSAGESDry sausages are usually more meat concentrated and can be made of different types of ground meats including mixed meats. They are often smoked, can be cooked, and are usually ready to eat. Dry sausages are seasoned with spices and mixed with curing ingredients (preserving ingredients), after being packed into a casing they are left in a controlled and continuous air-drying process where salt is added for preservation purposes as well. When being left to dry, they go through a fermentation process that leads to the development of a tangy flavor.

SMOKED SAUSAGES

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Both cooked and uncooked sausages can be smoked. Smoked sausages are made by hanging them in a smoke house or in a smoker. Smoke houses use a cool fire to slowly burn the sausage, which leads to the production of an ample amount of smoke; that not only cooks the sausage but also preserves it and ads flavor to it as well. When serving the sausage, it can be eaten as is while others heat it up. Some cut it up to use in other dishes. Just like the pre-cooked sausages, smoked sausages are an essential part of sandwich places and deli-counters.

Making sausages is a traditional way of preserving meats. It is believed to be a good way to serve the notorious parts of meats that don’t look good served as is. Sausages are sometimes labeled as processed meats; that case is true with some brands but it’s not applicable to all sausage types. The problem of the processed sausages is not the meats itself, but the additives that are added later on.

There are many types of sausages such as blood and tongue sausages, the origin of that type is unknown. Those sausages can combine lamb, actual blood, tongue, gelatin producing materials, and pork snouts. In France, people use intestines and stomach to create a traditional sausage known as the Andouille, they are usually smoked. Traditionally, Andouilles are usually heavily seasoned. They are either eaten as is or with a bun and are served fresh or precooked. In Italy, their sausages are cooked and smoked. They can be served in various formats such as rings, slices, or rolls that come in different diameters. Their sausages are usually made of cured beef and pork that is finely ground and have seasonings added to them.

When it comes to Italian sausages, there are many types; however, most of them are not like the ones that are commonly referred to as Italian sausages in the US. The ones that are marketed as Italian in the US are usually hot and sweet. Some areas in the US provide mild sausages instead of having very spicy ones. Both types are mostly the same except for the red pepper flakes that are added to the spice mix. They can be fresh, cooked or dry.

In the US sausages are usually made of pork, garlic, pepper, onions, and seasonings. They are also usually associated with Cajun cooking and are coarse-grained and smoked. Within the US market, Chorizo, Bratwurst, and Kielbasa are common sausage flavors, as well as Italian Sausages. Kielbasas are Polish sausages and they're highly seasoned with garlic. They're cooked and smoked and are made of coarsely ground lean pork and beef is added to it as well. Chorizos, are usually highly spiced and are made from meat that is coarsely cut and smoked. Sometimes, Chorizos are just used as a term to refer to any Spanish style sausages. They are usually fresh, cooked or dry/semi-dry. Pork or a pork and veal mixture is used to create the German Bratwurst. This type of sausage is made in links and is also highly seasoned. Pepper, sage, and nutmeg are added to give this type of sausage its unique flavor. It is available fresh and fully cooked and is also smoked.

Sausage Data & Statistics

SAUSAGE CONSUMPTION IN THE U.S

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On September 2016, a poll created for the National Hot Dog and Sausage Council (NHDSC) by the Harris Poll revealed that most Americans favor sausages. Eighty-five percent of the survey’s respondents claimed that they enjoy eating sausages. In terms of the sexes, 93% were men, while 85% were women. As for the type of sausages that were preferred, Italian and patties were tied at 20% each. Breakfast links received 15%, while Bratwurst got %12.

The aforementioned preferences were not set across the US. For instance, 33% of people from the Northwest revealed that Italian sausages are their favorite. While 26% of people from the Southwest revealed that they enjoyed breakfast sausages the most. As to people from the Midwest, 19% of them revealed that they prefer Bratwurst. In terms of states in the U.S, the top three consumers of sausages were Los Angeles ($110 million), followed by New York ($102 million), and then Chicago ($83.6 million).

Data revealed that there was a 0.9 increase in the sales of sausages when compared to the previous year. More than $3.75 billion was spent on sausages that year. A large part of those sales were ham sales as well as breakfast sausages. For that category, sales went up to 2.1% at 581.3 million.

https://www.statista.com/statistics/282454/us-households-consumption-of-sausages-trend/

There are some very clear unprecedented sales for sausages in the US market, which is helped by the constant addition of flavors. The popularity of high protein foods is a trend that helps in that growth as well as people’s interest in organic or natural products. Many companies responded to that by offering more health alternatives. When it comes to restaurants, there is a steady growth in sausage consumption. That growth was prevalent within multiple menu categories at top 500 restaurant chains. Menurama reported that in a survey of 115 menus, sausages feature in 1,415 dishes.

The graph displayed above reveals data from Statista that show the number of sausage consumption in the US, the graph also shows how it is predicted, based on past figures, that 260.49 million Americans will consume sausages in the year 2020, which is an increase from the current consumption marked at 251.1 million. There is a very noticeable steady rise of sausage sales from 2011, as it started from 231.88 million.

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https://www.statista.com/statistics/282454/us-households-consumption-of-sausages-trend/


There are seasons were sausages are consumed more. The summer is one of those seasons, as dinner sausages’ sales peak during that time. The dollar sales of those sausages account for almost a third of annual sausage sales. Sausages are highly consumed during Memorial Day Weekend and Labor Day Weekend. As for breakfast sausages, their sales are usually higher from November to January, which are the holiday months. Before that, National Sausage month takes place during October. So, sausage sales in general could happen as well, for whoever is aware of the occasion.

FAMILY DEMOGRAPHICS

Dinner sausages were common amongst families of all income levels. However, it was revealed that low income families consume the most breakfast sausage. In terms of family size and age larger and younger families tended to eat most of both breakfast and dinner sausages. The consumption of senior citizens was leveled-off. When it comes to refrigerated packed meat products, consumers with large households and older children in the south and Midwest were the highest consumers.

There are people that don’t cook or can’t eat sausages include people such as vegetarians and the ones that can’t eat it due to religious or health reasons. An example of that is Muslims and Jews that can't eat pork or Hindus that can’t eat meat. So these types of people are usually excluded when considering sausage marketing.

SAUSAGE CONSUMPTION IN BALLPARKS

When it comes to sausage consumption in ballparks, the Boston Red Sox consumed 327,500 sausages in 2016. They were ranked the third place in the U.S, after the San Francisco Giants, which consumed 475,000 sausages and the St. Louis Cardinals, which consumed 400,000 sausages. In total, more than 4.3 million sausages were consumed by baseball fans in the U.S.

Marketing Techniques

Below is a list of marketing techniques that companies use to market for their brand. Knowing them would be useful when looking for a marketing technique for Pig Rock itself. It will also be useful if Pig Rock were to compare their current marketing efforts to the marketing efforts of their competitors.

Supporting a Cause or Charity: Having events or promotions that support a causes or charity is a common thing that companies hold. It acts as an indirect way to market for the company, while also benefiting a cause or charity as part of the events funds goes to it.

Event Sponsorship: It is when a company provides support, usually financial, in return for the right to display a brand name, logo or advertising message. It also promotes a company’s corporate social responsibility. Through sponsorships a brand is aligned with an event or other company in general in order to exploit the associative and commercial potential created by the

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alignment. This would help meet specific brand objectives that positively improve a brand image.

Press Conferences/ Releases: Holding a press conferences can be considered somewhat of a marketing event as well. Even though this event’s primary purpose is to inform shareholders and publics about the company’s current state, it can help launch new products or marketing campaigns and promotions. When the media reports the press conference or writes a press release, the report itself is considered a form of marketing. Although press releases are not necessarily published by the company, a company can reach out to news companies and agencies to report new things in the company that would promote the brand name in the process. That form of request is not easy to achieve, but it is great for a company if it was because at most times it is a free form of advertising for the company.

Virtual events: Having virtual or hybrid events are other event options. A virtual event is an event that connects a group of people in one virtual environment through the use of the internet and computer technology. The event does not require physical attendance, tends to be highly interactive, and resemble real life events. A hybrid event combines elements of both a virtual and real-life event, it allows people in a live event and the ones that are present online to be able to be part of the event at the same time.

Contests: According to the website Chron, contests are frequently used promotional strategies and provide a useful way of getting a brand image out in the public without the need for people to make a purchase. They stated that contests put the name and logo of a brand out to the public.

Festivals: Participating in festivals is a good way to introduce your company to the community and makes people more aware of it. It is also a good way to reach certain demographics since festivals tend to have certain themes that attracts a certain group of people.

Field Marketing/ Brand Specific Event: Field marketing entails the organization creating an event that is exclusive for the organization. This type of event is useful as it attracts the company’s customers and makes the sole focus of the event on them, leaving the audience with no other companies to distract them. Despite its benefits, this event puts pressure on the organizations to ensure the customer’s attendance. However, that pressure can be taken away from the company by hiring an outside company to help drive traffic to the event. It was shown in a market survey that was conducted by Convene meetings this year that companies outsource various event related services and that 21% outsource marketing and promotion. Geographic targeting is also recommended to ensure the success of a field event. Filed events tends to attract more locals, unlike trade events, which could attract people from different places around the globe and state.

A company creating its own event can help the company to get into contact with key customers. One example of a brand specific event is having a product launch event. During events, giving branded promotional gifts is useful as it acts as a long lasting way for promoting the brand to everyone that sees the gift later on but doesn't know about the company. It also reminds the person that is using or seeing the gift after the event about the company and its products. A customer appreciation event is also another form of a brand specific event. Having workshops

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and seminars is also another useful way to indirectly market for a brand as well as summits and roundtables.Even though a company creating its own event is a good idea, partnering up with other companies to create one event is a good marketing technique as well. Through that, the event planning pressure and resources are shared. Less money could be spent on the event if the costs were split. When it comes to the event’s promotion, the other company could help and it could attract customers that are loyal to their brand but become loyal to the other company’s brand as well. The events could end up being more entertaining as well, as the company could provide entertainment ideas and more things to do and/or serve.

Trade Shows/ Events: Trade shows are exhibitions where companies can present and demonstrate their products. Having a professional presentation during those shows is essential, for instance having a well-organized and professional looking display is important. This type of event is useful when promoting to other companies; however, it could be more challenging to attract people since there any many other options and vendors available. Some people view that as an advantage since the ability to see all of the options available in one location is ideal. However, for a company, it puts extra pressure on them to perform better or try to stand out from the other vendors, especially the ones offering the same product or service. Within trade shows point-of-sale promotion can be applied. Even though it is a strategy that promotes convenience and impulse buying. Having someone buy a product or service out of convenience can lead to them brand switching or becoming new consumers of the product that are brand loyal.

Customer Loyalty Programs: A customer loyalty program is a program where customers receive benefits from being members of a program which they usually have to pay a small fee for. The benefits can include discounts that only they receive and access to some services or products first. Another example of a customer loyalty program is push cards. Through it, customers receive a free thing after a certain number of purchases. This can be administered through a card that gets punched or stamped every time a customer makes a purchase.

Networking: It is another method that a company can advertise its products and/or services. Networking is beneficial because if people interact with the company owner, not only will they be likely to use the company, they are also likely to refer it to other people as well. Within company events, networking can easily happen. It usually a cost effective way of marketing for a company. When participating in a networking event, having a business card is useful. It is encouraged for business owners to always have a business card with them since a networking opportunity can come unplanned.

Direct Mail: Post cards are usually sent through direct mail; however, brochures and flyers can also be sent through it. In order for this technique to be effective, the mailing list must be chosen carefully in order to reach the appropriate target audience. Using the same mailing lists of

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the organizations that the company belongs to can be useful. All of the aforementioned events can be used to market food companies.

Marketing Efforts Analysis

COMPETING SAUSAGE BRANDS

There are many sausage brands that can be considered as competition for the company. For this report, I chose three brands: Aidell’s, Johnsonville, and Alfresco. All of these three brands were sold in 3 out of the 4 supermarkets or grocery stores that I looked into. Alfresco is a chicken based sausage company that has competitive advantage because people that can’t eat pork for religious reasons or don’t like eating unhealthy things, pork, beef, or any other fat filled sausage would use their sausages instead since they are marketed as the healthy alternative to other sausages. As for Aidell’s, I picked it because its origin story resembles that of Pig Rock since it started through a chef’s dissatisfaction within the existing sausage market. Johnsonville was a brand that stood out during my market research because it was sold in many supermarkets and it had the longest list of flavors.

PIG ROCK’S MARKETING & PROMOTIONCompared to its other competitors, Pig Rock is considerably a new company. The

company’s promotional efforts include social media posts, creating an event in Loretta’s Last Call, and grilling and providing free samples in the places where the sausages are sold (ex. Wilsons Farm). In addition to that, the company participated in Thatcher’s Farm in Milton twice. In fact, their first marketing event took place there and it was a healthy event. One blog called “Eating &…” wrote about the company. A blogpost and review was also written about them in Katsblog and the sausages ended up being sold online there as well. Pig Rock also sponsored the Milton Little League as another promotional effort.

In the event that they created in Loretta’s Last Call, they partnered with Harpoon brewery and had a special sausage menu. Within the event, give ways and gift cards were given. A summer Pig Rock package was created. The entertainment included live bluegrass music and a horseshoe competition. Below is a sample picture of the event’s poster. The event’s name was creative and the poster was well-designed.

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When looking at the way that Pig Rock advertised many of their promotional efforts through social media, it becomes evident that many improvements in picture quality and design is needed. Many of the pictures posted on their FB page were dull, repetitive, and unclear.

AIDELL’S MARKETING & PROMOTION

Introduction: The company was established in 1983 by Chef Bruce Aidell, a chef that “couldn't find

the flavors he wanted in a sausage” (Aidell’s.com, Our Story). Aidell was inspired by a French sausage that used apples and pheasant, a type of bird, in the creation of his first sausage which was a hand-made chicken and apple sausage. After creating the sausage recipe, he started selling them door-to-door and to restaurants in Brookline, California. That area of California was famously known for being the Gourmet Ghetto district of California. Aidell’s sausages were all made in small batches and claimed to use the finest, all natural ingredients. Eventually the sausages become famous to the point that he started selling them directly to grocers and people in local farmer’s markets. The company is now running as a continuation of the chef’s legacy; the chef became the first person to introduce Chicken based sausages to America. In addition to sausages, the company now sells meatballs and burgers

Aidell’s sausages today has many unique flavors. With that, the company created a cookbook that compromises a collection of their recipes, and the book can also be purchased. Someone reading the book or buying it, and liking the recipes would probably make them a loyal customer. Just the news of publishing the book can also act as a marketing effort.

To help the company portray the image that they want to be associated with them, which is hand-crafted products, commitment to exceptional quality, and extraordinary taste, the company hired Story House creative, a copy writing and branding firm in San Francisco. The company helped them with their website’s development, packaging, newsletters, and other projects. Aidell’s website ended up being very well-designed and interesting. They also have

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http://s.com/


good social media pages with high quality pictures, videos, and recipes. Hiring an external marketing company to help improve digital content and presence as well as other efforts is one way that a company can boost their general marketing and promotions.

Publix, a place where Aidell’s are sold, once had an in-store promotion for the sausage. Through the promotion, customers got to save almost $2 or $4. This was one smart promotional technique that was done for the company’s product through the retailer selling it but ultimately, it benefits the company whenever a customer ends up buying an Aidell’s sausage because of the offer and ends up liking it. Another way the company promoted itself was through the chef’s participation in a talk for Startup Grind, which was powered by Google for Entrepreneurs.

An online media brand that writes food reviews wrote an article about Aidell’s sausages. The article’s title was “The Most Interesting Sausage in the World” and it features Aidell’s sausage story. The article stated that Bruce Aidell won titles such as the “sausage king” and the “sausage master”. Due to his first sausage creation, Aidell’s has a poultry focus and it created many chicken-based creations. The aforementioned article can be considered as a form of marketing for the company. Even though that marketing technique isn’t primarily created by the company itself, maintaining press relations can help companies receive that form of marketing or promotion.

ALFRESCO’S MARKETING & PROMOTION

Introduction:Alfresco is a chicken sausage company which is marketed as the healthy alternative to

beef sausages. They claim to use fresh products that are fully cooked. They also sell chicken based burgers, meatballs, and turkey breast. Despite being healthy sausages, they market their sausages as flavorful and delicious. That was supported through a review that was written about it online, the review was written by someone that was given free sample, which is a promotional technique that many companies use.

The website The Scene, Nashville, featured that product review in their food and drink section. The author that received a free sample stated the following in her review: “another easy all-natural option that offers 14 varieties of chicken sausages with 70 percent less fat than pork sausage, without nitrates, preservatives and artificial ingredients”. This comment introduced the company to the readers and then the author writes about the good characteristics of their sausages, thus making the article a form of promotion. I believe that having the review was useful as customers tend to find customer testimonials more reliable than company claims, since the company could falsely market something just to ensure profit.

The company has a good social media presence, with an Instagram page that has 4,428 followers and 583 posts. As to their Facebook page, they have 279,415 followers. The post on their social media pages are very colorful and well-designed. Just like the other sausage companies are examined, they have recipes on their website. Through their Instagram caption a new competition or audience targeted activity that ultimately markets for the product becomes evident. It is called the #Chickenswapchallenge and it encourages people to swap chicken for their sausages in their cooking and to share pictures of their recipes on social media.

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One technique that the company used as a promotional effort was using a social cause, Breast Cancer, to promote for their brand. The following promotion is going on right now, during the month of October. The picture advertised for the promotion in a very creative way.

For the great cancer initiative, they partnered with the Ellie Fund, which is an organization that funds cancer care. The company helped the organization by donating over 3,000 meals to families facing treatment. The organization was also part of a walk that supports the cause. The walk was known as the American Cancer Society’s Making Strides of Boston Walk and Alfresco sponsored it. The organization also stated the following through their

website: “Annually al fresco donates over $35,000 to support breast cancer research and patients undergoing breast cancer treatment.” The organization’s logo on their social media pages also has the Pink Ribbon on the top corner of the logo. The fact that the company has a specific tab for promotions in their website reveals that promotions is a thing that they value and probably have on a regular basis. Below is picture of a poster that was displayed on their website.

Through the poster, it becomes evident that the company used competitions as a promotional strategy as well as social media. On the top of the web page there are small social media tabs that customers could use to save the picture or poster on Pinterest, like it on FB, or event tweet about it. This was a smart addition as customer’s involvement on social media can act as a free promotional technique for the company. Another similar competition that they had partnered with minute maid, as the customers were asked to create a food recipe that uses both company’s products as part of the competition.

JOHNSONVILE’S MARKETING & PROMOTION

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Introduction:

Johnsonville is the world’s top sausage manufacturer and their annual sales generate almost one billion US dollars. It is a family owned business and they now sell sauces, chicken breast, meatballs, a small griller, and brats. The website South China Morning Post wrote an article about them “setting global innovation standards” and being a leader in food science. This shows how they have a favorable reputation in places outside the U.S. Cision PR newswire wrote a press release about them in the past as well as many other websites such as BizTimes, the Milwaukee Business News, where they reported on the company expanding their headquarters. Other companies, organizations, or websites announcing news related to your company is yet another marketing technique.

Johnsonville has a yearly sausage festival that they advertised for through a Facebook page. The festivals were held this year on the ninth of July from 6-12 and it featured more than one musical performance. Having a festival with performances is like having a customer appreciation event, as the people that love the brand go to enjoy themselves through an event that the company created.

Another example of a festival that they had was the Johnsonville World’s Largest Brat Festival, on the page where they advertised for that on their website, they had a number that stated the number of people that they served in the previous year and how they aspired to beat the number through the festival. This event was held on Memorial Day weekend for the whole weekend as well as Monday and for a really long time, which is from 10 am to 9pm. This was a great technique as it allows everyone to visit based on whichever time suits them. The event basically measures the length of brats based on the consumer number within the year, and the event’s name is inspired from that. Pictures of the event were given through the website, and they were professional and diverse. Many things took place through the event such as having a climbing wall, huge slides, more than 80 bands performing, amusement rides, grilling, celebrity cashers, and free entertainment. The event helped charities raise$2.5 million ever since it was introduced in 1995.

Another marketing technique that they have is using a huge truck with an attractive design that includes their logo go on an annual tour. The truck has been going on tour every year ever since 1955 and the tradition started as a way to celebrate their 50th anniversary. The truck advertises for their grill known as “The Big Taste Grill”. This marketing effort was revealed through a PR newswire reported the start on the company’s 18th tour on 2012. The tour continues till this day and it also promotes social causes. For instance, the money that they raised at one point was used to feed families in Burma. Everyone that sees the huge, noticeable truck on the road would become aware of the company and the grill.

The company has a website with a news section that advertises their promos and special events and it includes recipes as well, this is a good way to attract consumers by making them come back to check their news and new recipes. In addition to that, the company used Sponsorship as a promotional technique. For instance, they served as a title sponsor for NASCAR Xfinity series on March this year.

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The company also used customer testimonials within their website. They have an enthusiast club that people can sign up for. It is interactive and allows people to meet other people. It also allows other people to share their own recipes. The company also use tailgating within their website and social media page a lot, as they provide tips for it such as grill cleaning tips.

Within their website, they also have a tab called the Johnsonville way and it has a message from the owner, his picture, and other statements given by him. Within that tab there is a behind the scenes section and a link to their blog. The Johnsonville Way turns out to be a campaign that they created and they incorporated the brand’s customers within it. As part of the campaign, they created a competition where their customers get to create advertisements for the company. The links for the winning ads were all featured within the page. Each video includes an interview with the ad’s creator. All of the ads ended up being diverse, funny, and creative that even a person that isn’t interested in sausages would want to watch it. This marketing technique was very successful that Ad Week, a weekly American advertising trade publication, reported on it.

Another thing that ad week reported on was a sausage themed reality TV show that Johnsonville created in partnership with Droga5; the show was a 3-part series called Sausage Dome. The idea of the show resembled that of competition shows seen on channels such as the Food Network. For the show, the contestants were asked to make recipes using Johnsonville sausages that are game-day appropriate. Each episode would have 3 people and 1 winner. The winner would receive a year’s supply of sausages. In addition to that, the winner’s recipe would be included in Johnsonville’s future campaigns and a recipe book that the company makes. The judging panel is called The Sausage Six and it actually features six type of employees of the company. For instance, one of the judges was a receptionist in the company, another one worked in the sanitation department, while another worked as a smoke house operator.

It then becomes evident that competition is a marketing technique that they use a lot. In 2011, the company created a contest called “No Ordinary Burger!” The contest was open to all residents in the US that were amateur home cooks. It was a cooking competition that had criteria that were judged by panel members. The competition had different recipe categories and a Johnsonville sausage had to be used for it.

Within supermarket, the company used point of purchase displays. They provide coupons at times, as they provided $1 coupons off chicken sausages in the past. The coupon was released by them and not the retailer at which the product was being sold.

Event Marketing for Pig Rock

In the book Advertising and Promotion: An Integrated Marketing Communications Perspective, Event Marketing is defined as “a type of promotion where a company or brand is linked to an event or where a themed activity is developed for the purposes of creating experiences for consumers and promoting a product or service.” (pg. 561) The book also states

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that “marketers often do event marketing by associating their product with some popular activity such as sporting event, concert, fair, or festivals”, and that they can also create their own promotional events.

For the three events that Pig Rock could have, I believe that participating in a trade show or festival could be good options, as well as the company creating its own field marketing event. A marketing event is an essential step for Pig Rock in order for them to increase their brand exposure and awareness. This would ultimately lead to more money for the company that could also be used to improve the business in various ways such as hiring a graphic designer and photographer that would create better content for their social media pages. After examining the company’s social media pages, especially Facebook, it becomes evident that improving the company’s social media content is very much needed. Even though money could be put into that, it would still be a continued marketing effort since better social media content is considered a marketing strategy in itself.

OPTION 1

To participate in a festival is a good way of marketing the company to the community. Different types of people of all ages usually come to these festivals. Since the company is still small, trying to just spread out the Pig Rock name to the public will be good as it could lead to an increase in sales in the places where the sausages are already being sold. With more sales, profits would be generated, allowing the company to hire new machines and buy new equipment in order to develop the company and its selling capacity.

OPTION 2

Since one of Chef Art Welch’s goals is to create a sausage that would attract to professional chefs, participating in a trade show will be useful. Even though a trade show is expensive, it would introduce the brand to chefs, restaurant owners, as well as people that sell in retail such as specialty meat stores and supermarkets. The company could share a table with a company that is already registered. This would be useful for the company, especially financially, since it would lower the price of participation.

OPTION 3

Pig Rock can create its own event, whether it is something that involved partnering with another brand or creating its own event. Since the company already tried an event where they partnered with some other company, the company could diversify its marketing efforts by creating an event. Despite having to diversify their marketing efforts, giving out free sample of the sausages will still be essential as the customers need to know what the sausages tastes like in order for them to become possible consumers of the product.

BEST EVENT CHOICE

After considering 3 event marketing options and analyzing each option, I believe that Pig Rock creating its own event would be the most suitable option because through having its own

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event, the company can reach out to different types of people and tailor the event’s attendees to people that could actually come to the even and become consumers of the company’s products. For instance, through Chef Art’s connections, he could invite other chefs and restaurant owners that he knowns. He can also invite celebrities to attend the event. Many of those people are usually really busy and important people, so having an event that is smaller than a huge public event or industry event would make it more likely for them to attend.

Through the event, having members of the general public would also be possible and useful; however, being able to pick them is more useful as it would allow the company to exclude people that don’t eat pork or any animal meats. This is essential at this point since all of the company’s products use pork within its products.

Currently, Pig Rock’s sausages are only sold in Lexington and Milton. Most of the company’s marketing efforts happens in those two cities, so the company must expand beyond those areas since they are very far for anyone living in other states. With more people from different cities knowing about the brand, they are more likely to purchase the product, especially through the online purchase option.

I believe that in the company’s marketing plan, Boston should be the primary location for the event. In my opinion, Boston is a great starting point because it is the capital of Massachusetts and it has the highest population as well. Many people that don’t live in Boston also tend to visit Boston a lot due to its popularity.

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Bruce Aidells' Complete Sausage Book. (n.d.). Retrieved October 16, 2017, from https://books.google.com/books?id=Gd6G8xb0kCkC&pg=PR15&lpg=PR15&dq=aidells%2Bsausages%2Bin%2Bfestivals&source=bl&ots=_YkQN4eQwN&sig=Qg_W7mYKyQ1dE9E9VIxdaXr_Ehg&hl=en&sa=X&ved=0ahUKEwjisaaQgPLWAhXn5YMKHeqZDL8Q6AEIZzAN#v=onepage&q=aidells%20sausages%20in%20festivals&f=false

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Curing and Smoking Meats for Home Food Preservation Literature Review and Critical Preservation Points. (n.d.). Retrieved October 16, 2017, from https://nchfp.uga.edu/publications/nchfp/lit_rev/cure_smoke_cure.html

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Fresco, A. (2017, October 16). Al fresco all natural Expands Frozen Offerings With Launch Of Two New Fully Cooked Products Lines. Retrieved October 16, 2017, from

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https://www.prnewswire.com/news-releases/al-fresco-all-natural-expands-frozen-offerings-with-launch-of-two-new-fully-cooked-products-lines-275278201.html

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How the Sausage Is Made. (2016, February 01). Retrieved October 16, 2017, from https://www.youtube.com/watch?v=JUpgLEbAROUl-about-sausages%2F

Johnsonville Big Taste Grill Sets Off on 18th Annual Nationwide Tour. (2017, October 16). Retrieved October 16, 2017, from https://www.prnewswire.com/news-releases/johnsonville-big-taste-grill-sets-off-on-18th-annual-nationwide-tour-145789465.html

K. (2017, January 12). Johnsonville Just Made an Amazing Sausage-Themed Reality Show You Need to Watch. Retrieved October 16, 2017, from http://www.adweek.com/brand-marketing/johnsonville-just-made-amazing-sausage-themed-reality-show-you-need-watch-175488/

Johnsonville Sausage upholds American tradition, sets global innovation standards. (2016, March 23). Retrieved October 16, 2017, from http://www.scmp.com/presented/business/topics/usa-report-midwest-edition/article/1918560/johnsonville-sausage-upholds

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Kramer and Kristen, S., & Griffin, K. (2016, May 09). This is how sausage is made. Retrieved October 16, 2017, from http://www.businessinsider.com/how-sausage-is-made-2016-5

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https://www.newyorker.com/humor/daily-shouts/how-the-sausage-is-madeRudell, K. J. (2017, June 19). How the Sausage Is Made. Retrieved October 16, 2017, from

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http://www.thebostoncalendar.com/events/samuel-adams-beer-dinnerSausage & Beer Fest 2017. (2017, July 3). Retrieved October 16, 2017, from

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Appendix B: Sample Program

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https://www.thespruce.com/types-of-sausage-4064593


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The picture shown below can be placed in the back of the program and should could include the names of the event’s sponsors and Pig Rock’s social media platforms. The logos of the sponsors or partners should be incorporated into all of the programs, posters, and flyers. Another option for the back of the program is to include information on the competitors as shown in the sample on the top right side.


Appendix C: Sample Logo

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Before printing the documents, a sample should be checked to ensure that what gets printed looks like the original design. For instance, the color of letters in the cook-off’s logo shown below should not be black. This change happened when the same document was opened through a different computer.

Appendix D: Sample Banner

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The special thanks should include the name and logos of the event sponsors or partners, if any.

I believe that a banner with the company’s logo should also be added on each side of the kitchen.

Appendix E: Trophy Picture

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Appendix F: Sample Layouts

On the left is a picture of a sample layout for the event.

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On the right is a picture of another suggested layout. Having the tables are optional, but not preferable. The judges should preferably have tables to help them during the judging process and to help them stand out from the rest of the attendees; their table could be placed in the back or front. It also doesn’t necessarily need to be placed in the center, but no other table should be placed next to it. Having the chairs in a classroom arrangement makes it possible for everyone to see what is going on.

This layout does not leave space for a musical performance, so having some space between the kitchen and the first row of tables would be ideal. The screens can be used to display the cooking demonstration up close. This will be very useful if there were more rows extending to the end of the room, so that anyone sitting in the back would be able to see the cooking demonstration clearly. There should also be space for the networking and socializing part of the event, so leaving some space in the side of the room would be ideal. Another room can also be used for that part of the evet.

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