AMERICAN DIABETES ASSOCIATION: Develop a PR strategy including storytelling cadence to support the ADA Partnership (10%). Secure 1B impressions (60%) and 5 top tier media placements (30%) in target outlets. 

GM GOOD FATS: Increase good fats unaided awareness among non-Hispanics from 62.5% to 62.9%. (source: CMT)

MADE IN MEXICO MEDIA/INFLUENCER TRIP: Host media and influencer trip to Mexico highlighting key corporate storytelling pillars including sustainability. Secure 2 traditional media guests and 2 influencer media guests to attend (40%), resulting in resulting in 2 feature stories and 2 social features (50%). Create sizzle reel and share on AFM social and LinkedIn (10%).

EXECUTIVE THOUGHT LEADERSHIP - ALVARO: Refresh LinkedIn and Instagram strategy in partnership with BrandMe. Test period from September 2025- February 2026.

LinkedIn annual goals (60%): Increase followers 13% from 9,334 to 10,500 (40%); increase impressions 25% from 266,110 baseline (40%); and grow engagement 30% from 10,023 baseline (20%).

Instagram annual goals (40%): increase profile views (30%); increase video views (40%); and grow follower base (30%).

AFM THOUGHT LEADERSHIP MEDIA INTERVIEWS: Secure 3 interviews with national reach (70%) and 1 local DFW feature (30%)  highlighting corporate storytelling pillars (Innovation, Category Leadership, etc.) 

INDUSTRY COMMUNICATION: Lead the binnational communication committee in coordination with APEAM, including ongoing meetings, and hold quarterly meetings. 

SUPER BOWL PR IMPRESSIONS: Generate 3.5B total impressions for AFM Super Bowl program

SUPER BOWL PR PLACEMENTS: Generate 50 headlines and feature stories across all media (50%), and 25 placements in agreed upon tier one media (including shopper, marketing and consumer publications) (50%) for Super Bowl consumer PR campaign. 

PAID MEDIA STRATEGY: Partner with Ro2 to create a paid media strategy for Avocado Institute. KPIs awareness and traffic, platforms LinkedIn and Search. MEDIA OBJECTIVES TBD/INPUT SEP 2-4 (aligned with Brand's AMBO window for updated metrics). *Date objective for now.

AVO INSTITUTE EDITORIAL CALENDAR: Create an editorial calendar, aligned to our content pillars and sustainability strategy, by September 7, 2025. 

AVO INSTITUTE CONTENT: Publish one new piece of content to the site each quarter (4 total) and conduct quarterly site content audits/updates.

AVOHIGHLIGHTS: Distribute 4 quarterly newsletters with Avocado Institute news. Increase open rate to 40% and click-through rate to 4% average with engaging content.

LINKEDIN: Develop LinkedIn strategy for Avocado Institute and launch LinkedIn page by September 30, 2025 (30%). Grow followers by 500 and average engagement rate of 10% (70%).

*Please note that after conversations with BrandMe, Ro2 and media team, lower the goal to 500 followers which is agressive considering Avo Institute is not a person, company or brand.

NEW WEBSITE: Present a proposal for new Avo Institute Website and new functionality by planning and include final quotes in new FY27 budget.

EDITORIAL PARTNERSHIP: To amplify Avo Institute credibility and visibility, partner with Nativo to syndicate content, generating 3 million impressions (50%) and 3 key media placements based on the agreed upon potential media partners (50%).

*We need to align: Nativo is a good platform that gives us access to top tier media platforms, but not guaranteed.

SUSTAINABILITY CONTENT SERIES: Develop 2 impact stories in partnership with APEAM to highlight the Path to Sustainability in action and report on milestones (50%). Share on Avocado Institute and support with paid media (50%).  MEDIA METRICS TBD/INPUT BY THE SEP 2-4 WINDOW. Date base for now.

SUSTAINABILITY COMMUNICATIONS MEDIA PLACEMENTS: Secure 2 exclusive stories in target outlets (50%) and 250 million impressions (50%) for sustainability progress updates including Forest Conservation Agreement/Program, Land Use Study, Water & Biodiversity Strategy, and other sustainability milestones.

CINCO PR STRATEGY: Create a Cinco PR strategy to drive buzz and excitement leading up to Cinco, delivered by November 15, 2025. 

CINCO MEDIA PLACEMENTS: Generate 15 earned media placements in target media* amplifying the Cinco campaign.

CINCO PR IMPRESSIONS: Deliver 750MM impressions in media coverage (impressions conditioned to having a consumer PR moment as part of the campaign; to be adjusted if we have budget cuts that only allow PR to support shopper campaign).

Champion the Female Leadership Initiative, including development of an annual plan by August 30, 2025, and execution of 3 programs including annual offsite event.

GM BRAND AWARENESS: Increase AFM unaided brand awareness among non-Hispanics from 28.6% to 31.8%. (source: CMT)

GM BRAND PREFERENCE: Increase AFM brand preference among non-Hispanics from 47.2% to 49.1%. (source: CMT)

WHITE SPACE BRIEF: Reframe White Space opportunity and strategy and brief potential new partner to activate White Space ownable opportunity (i.e. National Avo Toast Day). Brief by January 30, 2025 and activate Feb-Jun 2026. 

Avocado Toast Day PR: Create an earned-first moment centering on Avocado Toast Day/anniversary of Avocado Toast, an avo-centric occasion that doesn't currently exist, to reinforce the brand's connection to culture and the beloved dish. Goal to secure 350 million impressions (50%; small budget/new partner) and 4 top tier consumer media placements (50%). Timing TBD; New Year's, March H&W, or late spring/early summer 2026. Goal to be updated pending activation plan/partner.