ACF AZ Marketing Plan

Mis­sion State­ment
Our goal is to pro­vide indus­try knowl­edge, resources, and fel­low­ship to our mem­bers and our com­mu­nity. Focus­ing on indus­try trends and tech­niques, Chefs Move to Chefs, Child Nutri­tion, Culi­nary Edu­ca­tion, com­mu­nity ser­vice con­tri­bu­tions and mem­ber sup­port, we are a resource to food ser­vice pro­fes­sion­als of all ages in all seg­ments of food service.

Chap­ter Offi­cers
Pres­i­dent Chef Carl­ton Brooks CEPC, CCE, ACE
Vice Pres­i­dent Chef Juan Mar­tinez CEC, CCE, ACE
Trea­surer Chef Frank Houri­han CEC
Sec­re­tary Chef Renae Han­num
Sergeant of Arms Chef Robert DeSan­tis CEC
Elected Board Mem­bers
Chef Robert DeSan­tis CEC
Chef Brian Dra­gos CEC, CCE, AAC
Chef Francine Marz CEC
Chef Dieter Preiser CEC, AAC
Chef Nancy Hushek

Appointed and Com­mit­tee Chairs

By-Laws– Chef Stan Rein­hold CEC
Edu­ca­tion Chair– Chef Glenn Humphrey CEC
Cer­ti­fi­ca­tion Chair– Chef Philip Sayre CEC, CCE, WCC, CPI, ACE
Junior Mem­ber– Chair Chef Francine Marz CEC
Com­pe­ti­tion Chair– Chef Niels Knud­son CEC, ACE
Mem­ber­ship Chair–
Fundrais­ing Chair– Chef Juan Mar­tinez CEC, CCE, ACE
Nom­i­na­tions and Elec­tions Chair– Chef Dieter Preiser

Jill Smith CC
Chef Rene Jacobus AAC
Chef Eric Laqua AAC

2012 ACF AZ Objectives

Culi­nary Edu­ca­tion
– con­tin­ued sup­port of culi­nary edu­ca­tion from all aspects of our indus­try and for all ages through knowl­edge shar­ing, net­work­ing, com­pe­ti­tions, men­tor­ing and fundraising,

Child Nutri­tion
– sup­port the ini­tia­tives set by the by our gov­ern­ment and our state through knowl­edge shar­ing with the Chefs Move to School efforts and National School Lunch program.

Com­mu­nity Devel­op­ment
– sup­port­ing orga­ni­za­tions such as The 3000 Club through fundrais­ing, vol­un­teer­ing and gen­eral sup­port to our com­mu­nity with Mar­ket on the Move, the Starlight Children’s Foun­da­tion as a resource for their monthly Great Escapes and in gen­eral, con­nect­ing vol­un­teers with com­mu­nity devel­op­ment events.

Mys­tery Bas­ket Mon­day Chefs Com­pe­ti­tion
– quar­terly com­pe­ti­tions allow us to con­nect chefs with food, equip­ment and each other. he 3000 Club, spon­sor­ships and what­ever else we develop. Four portable Com­pe­ti­tion Kits avail­able for use by the ACF AZ, ACF SAZ and The 3000 Club.

Top10 Menu Trends–
– are the top menu trends from the Chefs Sur­vey: What’s Hot in 2012 with the National Restau­rant Asso­ci­a­tion and the Amer­i­can Culi­nary Fed­er­a­tion. At the local level we are tak­ing a 360 degree per­spec­tive of these trends build­ing a knowl­edge resource and com­mu­nity sup­port. These trends are chang­ing the land­scape of food ser­vice, with com­mu­ni­ca­tion through col­lab­o­ra­tion we are able to sur­face infor­ma­tion what is hap­pen­ing in our market.

Net­work­ing
– is one of the best ways to build your busi­ness and your per­sonal net­work. Through engage­ment, rela­tion­ships develop that last a life time. From all aspects of food ser­vice we invite every­one to par­tic­i­pate and offer­ing many dif­fer­ent ways to event involved. Our goal is to pro­vide oppor­tu­nity for com­radery, knowl­edge shar­ing and sup­port of community.

Sub Com­mit­tees

• Steer­ing Com­mit­tee
–reflects a group of indi­vid­u­als com­mit­ted to sup­port­ing the goals of the orga­ni­za­tion, the board and our sub­com­mit­tees to help us reach our goals. The Steer­ing Com­mit­tee meets the Thurs­day before the ACF AZ Monthly Meet­ing which meets on the first busi­ness Mon­day of the month at 5th & Wine, 7051 East 5th Ave Scotts­dale, 4–6 PM. 15 member’s max­i­mum rep­re­sent­ing dif­fer­ent per­spec­tives of our indus­try, all ACF AZ mem­bers with a core struc­ture of communication.

Com­mit­tee Chair: Madonna Kash

• Stu­dent Chefs Asso­ci­a­tion
–sup­port­ing our stu­dent chef’s com­mu­nity and struc­tured in a sim­i­lar struc­ture at the ACF AZ. They have their own board mem­bers that have taken on the com­mit­ment of grow­ing their asso­ci­a­tion with the guid­ance of the ACF AZ hold­ing their own monthly meet­ings, fundrais­ing events sup­port­ing their association.

Com­mit­tee Chair: Chef Francine Marz CEC

• Chefs Move to School
–designed to help sup­port and imple­ment the ini­tia­tives set by the first Lady Michelle Obama and the State of Ari­zona, work­ing together to help sup­port our com­mu­nity through culi­nary knowl­edge shar­ing. Through a culi­nary boot­camp approach, chefs will learn more about how they can bet­ter sup­port their com­mu­ni­ties and learn more about school food ser­vice. We are also devel­op­ing online resources to extend our efforts

Com­mit­tee Chair: Chef Brian Dra­gos CEC, CCE , AAC

• Edu­ca­tion Com­mit­tee
–with thou­sands of chefs com­pet­ing in the job mar­ket, it is essen­tial to prove culi­nary com­pe­tency. Cer­ti­fi­ca­tion through the Amer­i­can Culi­nary Fed­er­a­tion demon­strates skill, knowl­edge and pro­fes­sion­al­ism to the food ser­vice industry.

Com­mit­tee Chair: Chef Glenn Humphrey CEC

• Cer­ti­fi­ca­tion Com­mit­tee
– to main­tain ACF cer­ti­fi­ca­tion, chefs are required to earn a min­i­mum of 80 con­tin­u­ing edu­ca­tion hours (CEHs) dur­ing the five-year cer­ti­fi­ca­tion period. CEHs are expe­ri­ences that assist in the devel­op­ment or enhance­ment of the knowl­edge and skills directly related to the individual’s pro­fes­sional occupation.

Com­mit­tee Chair: Chef Philip Sayre CEC, CCE, WCC, CPI, ACE

• Com­pe­ti­tion Com­mit­tee
– the pur­pose of com­pe­ti­tions is to pro­mote growth in the culi­nary pro­fes­sion as well as devel­op­ment of prac­ti­cal skills and cre­ativ­ity while pro­vid­ing rewards of recog­ni­tion. By enter­ing an A.C.F. approved com­pe­ti­tion you are ensured of a nation­wide stan­dard and cri­te­ria. This helps nur­ture the growth of a par­tic­i­pant and pro­vides an exam­ple and inspi­ra­tion for the young per­fect­ing their craft.

Com­mit­tee Chair: Niels Knud­sen CEC, ACE

• Child Nutri­tion Com­mit­tee
–focused on sup­port­ing the efforts of our school lunch pro­grams set forth by our gov­ern­ment and our state through knowl­edge shar­ing with the Chefs Move to School efforts and USDA Foods.

Com­mit­tee Chair: Danielle Daugherty

• Fundrais­ing Com­mit­tee
– as the ACF AZ and the ACF SAZ are non­prof­its, fundrais­ing is essen­tial to sup­port our goals as an orga­ni­za­tion. We are cur­rently work­ing on fundrais­ing with The 3000 Club to ben­e­fit both orga­ni­za­tions for com­pe­ti­tion kits, schol­ar­ships and in gen­eral, sup­port­ing the organization.

Com­mit­tee Chair: Chef Juan Mar­tinez CEC, CCE, ACE

• Mem­ber­ship Com­mit­tee
– designed to focus on our guest expe­ri­ence and grow­ing our orga­ni­za­tion through guest and mem­ber inter­ac­tion, eval­u­at­ing our monthly meet­ings and grow­ing our busi­ness directory.

Com­mit­tee Chair:

• Media Com­mit­tee
–is designed to help us main­tain our best mar­ket­ing efforts of the ACF AZ with the sup­port of Food­Ser­vice Geeks, Restau­ra­teur of Ari­zona, Restau­rant News of the Rock­ies. We are build­ing a stronger voice in our community.

Com­mit­tee Chair: Madonna Kash

• Mys­tery Bas­ket Com­pe­ti­tion
–quar­terly com­pe­ti­tions allow us to con­nect chefs with food, equip­ment and each other. With a struc­ture much like Chopped, this pro­vides a fun ele­ment for our chef com­mu­nity. We are actively seek­ing fundrais­ing oppor­tu­ni­ties to cover the costs of four portable Com­pe­ti­tion Kits that will allow our asso­ci­a­tions the free­dom of mobil­ity to sup­port com­mu­nity and events. The com­pe­ti­tion kits are equip­ment and prod­uct avail­able for use by the ACF AZ, ACF SAZ and The 3000 Club.

Com­mit­tee Chair: Chef Jes­sica Obie CC

Monthly Meet­ings
Meet­ing held the first busi­ness Mon­day of the month, open to all to attend at no charge
• Com­mu­nity Table; prod­uct dis­play and com­mu­ni­ca­tion infor­ma­tion
• Sign-in Table
• Prod­uct Demon­stra­tion
• Culi­nary Com­pe­ti­tion
• Food Sam­pling
• Draw­ings and Prizes
• Host a meet­ing
• Spon­sor a meet­ing
• Prod­uct Dona­tion
• Sponsor

Com­mu­nity Table– Bring busi­ness cards for the net­work­ing and for our binder, point of sale mate­ri­als, culi­nary infor­ma­tion, sam­ples, event fly­ers or gen­eral infor­ma­tion to leave for the dura­tion of the meeting.

Busi­ness Card Draw­ing
Bring a gift(s) for our busi­ness card draw­ing and in exchange for that you or your com­pany is rec­og­nized in the meet­ing and given an oppor­tu­nity to talk about 1minute. No require­ments on the value of the gift.

To achieve our goals and for the orga­ni­za­tion to thrive, we need sup­port through spon­sor­ships and par­tic­i­pa­tion. As we are com­mu­nity based, we courage feed­back, solu­tions and sug­ges­tions to con­tin­u­ally sup­port these goals.

Gold—$5,000 per year

Adver­tis­ing and Pro­mo­tion
• Promi­nent place­ment of logo on ACF AZ Mys­tery Bas­ket Com­pe­ti­tion chef jack­ets
o Our quar­terly com­pe­ti­tions are a fun inter­ac­tive way to bring value to our mem­ber­ship and for our competitor’s pres­tige. Each par­tic­i­pant to receive a chef’s jacket with the ACF AZ logo and our sponsor’s logo.

• List­ing and logo to appear on the ACF AZ and ACF SAZ Web site with a rec­i­p­ro­cal link
o Mar­ket­ing oppor­tu­nity to expose your brand; rec­i­p­ro­cal link ven­dor preference.

• Use of ACF AZ and ACF SAZ logo’s for mar­ket­ing pur­poses, col­lat­eral and adver­tis­ing
o Show your sup­port and develop ways to show your support

• Three text adver­tise­ments with logo in the ACF AZ & Food­Ser­vice Geeks newslet­ter
o Expand your mar­ket­ing efforts and mar­ket your business

• One-time use of ACF AZ mem­ber mail­ing list per year (e-mail addresses not included)
o Over 800 email address within our data base and growing

• Spon­sor Mys­tery Bas­ket Mon­day, MBM culi­nary com­pe­ti­tions, one quar­ter
o Show prod­ucts and equip­ment; develop a com­pe­ti­tion to sup­port your goals

• ACF AZ and ACF SAZ Com­mu­nity Table col­lat­eral shar­ing, pri­or­ity place­ment
o The Com­mu­nity Table that brings infor­ma­tion about com­pa­nies, prod­ucts, ser­vices and peo­ple to together. No one likes to be sold too yet every­one likes to shop. This cre­ates a com­fort­able non-selling approach to the meet­ings con­nect­ing atten­dees with information.

• Food sam­pling at monthly meet­ings
o Bring prod­uct to meet­ings for sam­ple, prod­uct aware­ness and feedback.

• Two recipe devel­op­ment con­test with our mem­bers
o Have a prod­uct and look­ing for recipe ideas or a way to build some prod­uct buzz? Let’s build an oppor­tu­nity to give them some­thing to talk about.

● Arti­cle author­ship with FoodServiceGeeks.com; repur­posed through social mar­ket­ing, once a month
○ Use the power of online group mar­ket­ing to expand your reach and con­vey your mes­sage. Expand your reach in the social space.

● New prod­uct fea­ture mar­ket­ing, ACF AZ, ACF SAZ and FoodServiceGeeks.com, repur­posed through social mar­ket­ing, once a month
○ Have a new prod­uct to share? Share it here; let’s give them some­thing to talk about.

● Two 30 day W:300px H:220px ban­ner adver­tise­ment, Food­Ser­vice Geeks
○ Build excite­ment, aware­ness, mar­ket rebates and what­ever mar­ket­ing efforts would you that fit your mar­ket­ing goals.

Gold—$5,000 per year

● Two E-Learning 20 page tuto­ri­als with mar­ket­ing sup­port
○ Take the meet­ing online and expand your reach and rela­tion­ships with your cus­tomers with KP Cur­ricu­lum. A con­trolled learn­ing envi­ron­ment con­tribut­ing con­tent pri­vate or pub­lic with a tar­geted approach.
● Four ACF AZ Mem­ber­ships
○ Spon­sor four chefs for mem­ber­ships, $900.00 value
● Four ACF SAZ Mem­ber­ships
○ Spon­sor four stu­dent chefs for mem­ber­ships, $420.00 value
● Monthly Meet­ing recog­ni­tion
○ Through the com­mu­nity table and par­tic­i­pa­tion, we will rec­og­nize those that sup­port the asso­ci­a­tions.
● One appoint­ment board mem­ber
○ Help us shape the future with interaction.

Silver—$2,500 per year

Adver­tis­ing and Pro­mo­tion
• Promi­nent place­ment of logo on ACF AZ Mys­tery Bas­ket Com­pe­ti­tion chef jack­ets
o Our quar­terly com­pe­ti­tions are a fun inter­ac­tive way to bring value to our mem­ber­ship and for our competitor’s pres­tige. Each par­tic­i­pant to receive a chef’s jacket with the ACF AZ logo and our sponsor’s logo.

• List­ing and logo to appear on the ACF AZ and ACF SAZ Web site with a rec­i­p­ro­cal link
o Mar­ket­ing oppor­tu­nity to expose your brand; rec­i­p­ro­cal link ven­dor preference.

• Use of ACF AZ and ACF SAZ logo’s for mar­ket­ing pur­poses, col­lat­eral and adver­tis­ing
o Show your sup­port and develop ways to show your support

• Two text adver­tise­ments with logo in the ACF AZ & Food­Ser­vice Geeks newslet­ter
o Expand your mar­ket­ing efforts and mar­ket your business

• One-time use of ACF AZ mem­ber mail­ing list per year (e-mail addresses not included)
o Over 800 email address within our data base and growing

• ACF AZ and ACF SAZ Com­mu­nity Table col­lat­eral shar­ing, pri­or­ity place­ment
o The Com­mu­nity Table that brings infor­ma­tion about com­pa­nies, prod­ucts, ser­vices and peo­ple to together. No one likes to be sold too yet every­one likes to shop. This cre­ates a com­fort­able non-selling approach to the meet­ings con­nect­ing atten­dees with information.

• Food sam­pling at monthly meet­ings
o Bring prod­uct to meet­ings for sam­ple, prod­uct aware­ness and feedback.

• Two recipe devel­op­ment con­test with our mem­bers
o Have a prod­uct and look­ing for recipe ideas or a way to build some prod­uct buzz? Let’s build an oppor­tu­nity to give them some­thing to talk about.

• Silver—$2,500 per year

● New prod­uct fea­ture mar­ket­ing, ACF AZ, ACF SAZ and FoodServiceGeeks.com, repur­posed through social mar­ket­ing, once a month
○ Have a new prod­uct to share? Share it here; let’s give them some­thing to talk about.

● One 30 day W:300px H:220px ban­ner adver­tise­ment, Food­Ser­vice Geeks
○ Build excite­ment, aware­ness, mar­ket rebates and what­ever mar­ket­ing efforts would you that fit your mar­ket­ing goals.

● One E-Learning 20 page tuto­ri­als with mar­ket­ing sup­port
○ Take the meet­ing online and expand your reach and rela­tion­ships with your cus­tomers with KP Cur­ricu­lum. A con­trolled learn­ing envi­ron­ment con­tribut­ing con­tent pri­vate or pub­lic with a tar­geted approach.
●
● Three ACF AZ Mem­ber­ships
○ Spon­sor four chefs for mem­ber­ships, $675.00 value

● Three ACF SAZ Mem­ber­ships
○ Spon­sor four stu­dent chefs for mem­ber­ships, $315.00 value

● Monthly Meet­ing recog­ni­tion
○ Through the com­mu­nity table and par­tic­i­pa­tion, we will rec­og­nize those that sup­port the associations.

Bronze—$1,500 per year

Adver­tis­ing and Promotion

• List­ing and logo to appear on the ACF AZ and ACF SAZ Web site with a rec­i­p­ro­cal link
o Mar­ket­ing oppor­tu­nity to expose your brand; rec­i­p­ro­cal link ven­dor preference.

• Use of ACF AZ and ACF SAZ logo’s for mar­ket­ing pur­poses, col­lat­eral and adver­tis­ing
o Show your sup­port and develop ways to show your support

• One text adver­tise­ments with logo in the ACF AZ & Food­Ser­vice Geeks newslet­ter
o Expand your mar­ket­ing efforts and mar­ket your business

• ACF AZ and ACF SAZ Com­mu­nity Table col­lat­eral shar­ing, pri­or­ity place­ment
o The Com­mu­nity Table that brings infor­ma­tion about com­pa­nies, prod­ucts, ser­vices and peo­ple to together. No one likes to be sold too yet every­one likes to shop. This cre­ates a com­fort­able non-selling approach to the meet­ings con­nect­ing atten­dees with information.

• Food sam­pling at monthly meet­ings
o Bring prod­uct to meet­ings for sam­ple, prod­uct aware­ness and feedback.

Bronze—$1,500 per year

• Two recipe devel­op­ment con­test with our mem­bers
o Have a prod­uct and look­ing for recipe ideas or a way to build some prod­uct buzz? Let’s build an oppor­tu­nity to give them some­thing to talk about.

● Two 30 day W:300px H:220px ban­ner adver­tise­ment, Food­Ser­vice Geeks
○ Build excite­ment, aware­ness, mar­ket rebates and what­ever mar­ket­ing efforts would you that fit your mar­ket­ing goals.

● Monthly Meet­ing recog­ni­tion
○ Through the com­mu­nity table and par­tic­i­pa­tion, we will rec­og­nize those that sup­port the associations.

Cobalt—$1,000 per year

Adver­tis­ing and Pro­mo­tion
• List­ing and logo to appear on the ACF AZ and ACF SAZ Web site with a rec­i­p­ro­cal link
o Mar­ket­ing oppor­tu­nity to expose your brand; rec­i­p­ro­cal link ven­dor preference.

• Use of ACF AZ and ACF SAZ logo’s for mar­ket­ing pur­poses, col­lat­eral and adver­tis­ing
o Show your sup­port and develop ways to show your support

• ACF AZ and ACF SAZ Com­mu­nity Table col­lat­eral shar­ing, pri­or­ity place­ment
o The Com­mu­nity Table that brings infor­ma­tion about com­pa­nies, prod­ucts, ser­vices and peo­ple to together. No one likes to be sold too yet every­one likes to shop. This cre­ates a com­fort­able non-selling approach to the meet­ings con­nect­ing atten­dees with information.

● New prod­uct fea­ture mar­ket­ing, ACF AZ, ACF SAZ and FoodServiceGeeks.com, repur­posed through social mar­ket­ing, once a month
○ Have a new prod­uct to share? Share it here; let’s give them some­thing to talk about.

● One ACF AZ Mem­ber­ship
○ Spon­sor four chefs for mem­ber­ships, $225.00 value

● One ACF SAZ Mem­ber­ships
○ Spon­sor four stu­dent chefs for mem­ber­ships, $105.00 value

● Monthly Meet­ing recog­ni­tion
○ Through the com­mu­nity table and par­tic­i­pa­tion, we will rec­og­nize those that sup­port the associations.

Copper—$500 per year

Adver­tis­ing and Pro­mo­tion
• List­ing and logo to appear on the ACF AZ and ACF SAZ Web site with a rec­i­p­ro­cal link
o Mar­ket­ing oppor­tu­nity to expose your brand; rec­i­p­ro­cal link ven­dor preference

• Use of ACF AZ and ACF SAZ logo’s for mar­ket­ing pur­poses, col­lat­eral and adver­tis­ing
o Show your sup­port and develop ways to show your support

• ACF AZ and ACF SAZ Com­mu­nity Table col­lat­eral shar­ing, pri­or­ity place­ment
o The Com­mu­nity Table that brings infor­ma­tion about com­pa­nies, prod­ucts, ser­vices and peo­ple to together. No one likes to be sold too yet every­one likes to shop. This cre­ates a com­fort­able non-selling approach to the meet­ings con­nect­ing atten­dees with information.

• Food sam­pling at monthly meet­ings
o Bring prod­uct to meet­ings for sam­ple, prod­uct aware­ness and feedback.

• Monthly Meet­ing recog­ni­tion
o Through the com­mu­nity table and par­tic­i­pa­tion, we will rec­og­nize those that sup­port the associations.

Ala Carte Menu
• ACF AZ Mem­ber­ships: $225.00
• ACF SAZ Mem­ber­ships: $105.00
• The 3000 Club
o Dona­tion, vol­un­teer, events
• E-Learning*
o Seg­ment spon­sors
 Chefs Move to Schools
 Menu Trends
 Food Ser­vice Mar­ket­ing
o Cus­tom Train­ing Tuto­ri­als
*Quote based on project

• Food­Ser­vice Geeks
o Leader Board Ban­ner ad W:620px x H:65px
o Ban­ner ad W:300px x H:220px
o Arti­cle Mar­ket­ing
o Newslet­ter Mar­ket­ing
o Pay Per Click
o Video* *Quote based on project