RE: Proposed FY2019 Communications and Domestic Consumer Public Relations Program Budgets

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1 T: ASMI Cmmunicatins Cmmittee Date: April 18, 2018 Frm: Jeremy Wdrw, Cmmunicatins Directr RE: Prpsed FY2019 Cmmunicatins and Dmestic Cnsumer Public Relatins Prgram Budgets The fllwing is a summary f the prpsed Cmmunicatins and Dmestic Cnsumer Public Relatins prgram budget fr FY19 with requested reductins. Cmmunicatins Mre than just Alaska PR and gvernment relatins, all f ASMI s prgrams rely n the cmmunicatins prgram in a number f ways. The cntent generated is used thrughut scial media platfrms, digital and print advertising, pint f sale cllateral and partnered prmtins in every prgram cuntry t prmte the Alaska Seafd brand and build cnsumer preference. Key FY 19 Cmmunicatins Budget Changes Staff has prpsed a $60,000 decrease (6.7%) Persnnel line increased t reflect the secnd full year f staffing allcated t the cmmunicatins prgram Cmparisn f FY17, FY18 & FY19 Cmmunicatins Prgram Budgets Cmmunicatins Prgram FY17 Budget FY18 Budget FY19 Staff Prpsed Persnnel $ 150,000 $245,000 $250,000 Travel $ 35,000 $35,000 $35,000 Cnference and Event Spnsrships $ 160,000 $ 150,000 $140,000 Advertising and Prmtins $ 160,000 $ 150,000 $110,000 Stck Pht and Vide $ 80,000 $ 70,000 $60,000 Printing and Materials $ 55,000 $ 55,000 $55,000 Dmestic Cnsumer PR Supprt $ - $ - $ - Cntract Labr Supprt $ 200,000 $ 195,000 $190,000 Media Tur Expenses $ - $ - $ - TOTALS $ 840,000 $ 900,000 $840,000 1

2 Cmmunicatins Prgram Budget Summary and Activity Overview FY19 STAFF PROPOSED COMMUNICATIONS PROGRAM BUDGET Dmestic Cnsumer PR Supprt 0% Cntract Labr Supprt 23% Persnnel 30% Media Tur Expenses 0% Printing and Materials 6% Stck Pht and Vide 7% Travel 4% Advertising and Prmtins 13% Cnference and Event Spnsrships 17% Activity Cde/Budget Sectin Overview: PROGRAM OPERATIONS Ttal Budget $285,000, 34% f ttal budget Persnnel Services: $250,000 Increased 2% Funds ne full-time directr and ne full-time Cmmunicatins and Marketing Specialist. The Cmmunicatin Prgram nce funded 1/2 and 2/3 respectively as bth psitins previusly shared funding frm the internatinal prgram. The Cmmunicatins Prgram began fulling funding bth psitins in FY18. Travel: $35,000 n reductin frm FY18 includes all staff travel fr the directr and any supprt staff wrking n a cmmunicatins prgram prject CONFERENCES AND EVENT SPONSORSHIPS Ttal Budget $140,000, 17% f ttal (7% reductin frm FY18) Trade Shws, Cnferences and Events: ASMI will spnsr and participate at a number f reginal and statewide cnferences. The prpsed reductin will cntinue t result in reduced spnsrship levels f sme events such as the AFN and the Symphny f Seafd and the eliminatin f participatin in cnferences that are nt seafd industry r Alaska fd fcused. Sample f events that ASMI will participate in include: Pacific Marine Exp in Seattle CmFish in Kdiak 2

3 Alaska Federatin f Natives cnference Alaska Marine Gala fundraiser fr the Seward SeaLife Center Alaska State Fair Seafd Thrwdwn Juneau Maritime Festival Alaska Fd Plicy Cnference Fish t Schls Cnference FLEET, SEAFOOD INDUSTRY, AND IN-STATE ADVERTISING, AND PROMOTIONS Ttal Budget $110,000 13% f ttal (27% reductin frm FY18) This includes underwriting spnsrship f Alaska Fisheries Reprt, Alaska Fish Radi and ther public radi spnsrships. Advertising: The cmmunicatins prgram will reduce advertising and cntinue t fcus n fishing industry publicatins such as: Natinal Fisherman Pacific Fishing Fishermen s News The Eat Alaska prmtin will cntinue at a reduced level wrking with Alaska Grwn and lcal Alaska chefs t prmte seafd and lcally grwn prduce in farmer s markets, retailers and lcal restaurants. ALASKA STOCK PHOTO, VIDEO, AND PROFILES Ttal Budget $60,000, 7% f ttal budget (14% reductin frm FY18) This categry includes phtgrapher and videgrapher cntracting as well as usage agreements t expand the available library f phts available fr all prgrams and members. These phts will include sme pictures f specific harvest methds nt already n file as well as scenery, species, and peple shts. PRINTING, MATERIALS, AND SWAG Ttal Budget $55,000, 6% f ttal budget (same as FY18) Printing f recipe cards and bks, branded materials, and clthing fr events and prmtinal pprtunities. DOMESTIC CONSUMER PUBLIC RELATIONS SUPPORT Ttal Budget $, 0% f ttal budget (same as FY18) This item was put int the budget t take advantage f PR pprtunities that cme up thrughut the year such as Satellite Media Turs, Paid Cntent Advertising, media prductin expenses, and seafd rders fr media t use in pht spreads as pitching effrts shw success. This was eliminated frm the cmmunicatins prgram budget in FY17 and remains at $0. 3

4 CONTRACT LABOR SUPPORT Ttal Budget $190,000, 23% f ttal budget (2.5% reductin frm FY18) Smetimes called prgram peratins by ther ASMI prgrams, this cntract labr supprt and expenses fr in-state PR wrk, dmestic PR crdinatin, internatinal prgram crdinatin, graphic design, event planning, and special prjects. This cntract labr supprt has helped tremendusly t prvide cnsistent in-state cmmunicatins during the past year. A similar level f supprt is anticipated fr FY19. MEDIA TOUR EXPENSES Ttal Budget $0, 0% f ttal budget (same as FY18) This budget line cvered expenses fr the Alaska prtin f media turs and special press pprtunities. The cmmunicatins budget n lnger pays fr dmestic cnsumer PR media turs. 4

5 FY 19 Dmestic Cnsumer PR Budget Overview The ASMI team has recmmended a 3% reductin frm the Dmestic Cnsumer PR prgram fr FY 19 reducing frm $1,000,000 t $970,000. Based n the success f FY 17 and FY18 plans, we recmmend the same fee t ensure cntinued success and results - $60,000/mnth retainer inclusive f scial media management. The $30k reductin will cme frm expenses bringing the ttal t $250,000 fr expenses in FY19. Changes in Planned OOP breakdwn include: Decreased budget fr digital/scial/vide prgrams Remval f $8k fr Research study Decreased budget fr seafd fr media Slight update t events/spnsrship t increase budget fr Spring NYC event Cmparisn f FY 16, FY 17, FY 18, FY 19 Dmestic Cnsumer Public Relatins Prgram Budgets: Dmestic Cnsumer PR Prgram FY 16 Budget FY 17 Budget FY 18 Budget FY 19 Prpsed Budget Prgram Operatins: Mnthly Cnsumer PR and Scial Digital Retainer $828,000 $720,000 $720,000 $720,000 Press materials and Media Assets $26,000 $8,000 $10,000 $10,000 Paid Digital Prgrams $15,000 $75,000 $100,000 $80,000 Research Study $8,000 $8,000 Misc. Events and Spnsrship $3,000 $40,000 $32,000 $30,000 Spring New Yrk City Media Event $30,000 $50,000 $48,000 $50,000 Summer FAM trip $73,000 $75,000 $60,000 $60,000 Staff Travel $10,000 $10,000 $12,000 $12,000 Sample Prduct and misc. pprtunities $7,000 $22,000 $10,000 $8,000 TOTALS $1,000,000 $1,000,000 $1,000,000 $970,000 Prgram Operatins (fees): Ttal budget $720,000, 74% f ttal (same year ver year) Mnthly Cnsumer PR and Scial Digital Retainer $60k mnth Average 500 hurs per mnth fr planning, strategy, media relatins, event executin, cllateral develpment, scial media develpment and managing f all scial channels **Als includes cnsumer PR and scial supprt f retail and fd service prgrams, as well as mnthly scial editrial calendar fr retail teams. Prgram Expenses: Press Materials and Media Assets: Ttal budget $10,000, same as FY18 Includes wire distributin f FIVE standard press releases instead f fur t ensure awareness fr all harvest seasns, plus natinal seafd mnth and Alaska Wild Salmn Day; Edelman will leverage assets and materials created by ASMI (e.g. technical guides, retail recipe leaflets, new recipes and phts, etc.) 5

6 Paid Digital Prgrams: Ttal budget $80,000, 8% f ttal (slight decrease frm FY18) Blgger/influencer prgrams Paid scial amplificatin, Facebk prmtins, vide prmtin Snapchat filters t reach yunger audiences Research/Analytics: Ttal budget $00, (remved fr FY19) Remved research/analytics. ASMI cnsumer research was cvered by ASMI Dmestic Marketing Prgram Misc Events/Spnsrships: Ttal budget $30,000, 3.1% f ttal (slight decrease frm FY18 based n actuals) Recmmend event pegged t Natinal Seafd Mnth with emphasis n wild Ptential ASMI presence at ther cnsumer facing, media driven events Spring NYC Media Event/Visit: Ttal budget $50,000, nearly 5.2% f ttal (slight increase based n actuals f FY18 event) Event csts include venue, fd & beverage, gift bags, fd, chef travel and stipend as needed FAM Trip 2019: Ttal budget $60,000, 6.2% f ttal (same frm FY18 based n actuals) Travel csts fr media attendees (flight and htel) Cllateral fr distributin n site Ldge csts Edelman Travel: Ttal budget $12,000, 1.2% f ttal (same as FY18 t allw fr attendance at Bard meeting) All Hands (Octber) ne staffer Fall Event tw staffers Spring NYC media event tw staffers Spring bard meeting ne staffer FAM trip (Summer) ne staffer Misc. Media Opprtunities: Decreased due t actual requests Ttal budget $8,000, (slight decrease frm FY18) Fish fr media develping stries 6