Deliver a storytelling strategy, including cadence and media strategy, to drive Big Game news kicking off with shopper excitement well ahead of game day (strategy delivered by September 30, 2024).

Drive coverage in produce trades and key media, securing 10 earned top target media* placements with key messaging and branded visuals and 450M impressions for shopper Super Bowl program. (70% impressions 30% placements). *Target media defined in Editorial Calendar/Media Matrix.

Generate 3B total impressions (20% lift from FY24/No ad) for AFM Super Bowl program.

Generate 35 headlines and feature stories (50%), and 25 top target media placements (marketing + consumer media verticals) (50%) for Super Bowl consumer PR campaign. 

Drive awareness to the SGK Shopper program by generating 225M impressions (vs 213M YOY).

Secured 5 earned placements in target outlets* (vs 4 YOY).

Partner with Defined Dish (macro influencer) to co-host an avo-centric dinner at AvoLab for local influencers with a goal of generating added value content from attendees. Results to be measured: 1) Secure 5 social posts from attending influencers featuring AFM (20%) and 2) Secure 2 interview opportunities for Alex to share AFM H&W messaging with target outlets (80%). 

Develop a PR strategy to support the American Heart Association Partnership during National Nutrition Month. Secure 500M impressions (70%) and 10 earned media placements (30%) in target outlets featuring AFM H&W messaging. 

Increase good fats unaided awareness GM from 59% to 62% on Spring Brand Tracker (Updated to CMT numbers vs. H+P).

Develop an 1 editorial calendar for FY25 consumer and corporate media outreach to guide earned efforts. Deliverable editorial calendar, including media verticals and tiers*, by August 31, 2024. 

Develop an Economic Report PR strategy to maximize news value, including business media advance along with a media preview, press release and media outreach. Deliver strategy by August 31, 2024 (10%).  Amplify news/coverage by delivering 850MM impressions for economic report news (60%). Secure 12 earned placements in Tier 1 outlets* (business and trade) covering economic report news (30%).

Launch new title and curated collection of Pati's recipes. Distribute a press release announcing new title, generating 250M impressions (60%; 200M benchmark) . Secure 5 earned media placements in target outlets (40%). 

Continue thought leadership program for Alvaro that includes two LinkedIn posts per month (total 24 posts, 20%). Secure 4 total strategic interviews/profiles/bylines outside of tentpoles that result in coverage (1 per quarter, 50%) and 2 speaking engagements (30%).

Coordinate bi-annual trade media junkets with initial discovery session to inform narrative/storytelling pillars to brief priority foodservice, retail and produce outlets on upcoming AFM programs, resulting in 3 top tier placements per session (6 total).

Coordinate a messaging review session with Chef Pati and secure 2 interviews in target outlets featuring Chef Pati as AFM's Avocado Culinary Officer (annual goal, outside of launch of recipe collection).

Lead ongoing reputation scans, crisis committee, and crisis communications as needed. Hold 4 crisis committee meetings and update crisis protocol quarterly (60%). Deliver an assessment of reputational impact of the June 2024 USDA workplan suspension, identifying key themes in resulting coverage, and a plan to address with ongoing reactive and proactive communications (delivered by August 2024). (40%)

Leverage IFPA and NRA to reinforce corporate storytelling, thought leadership and media relations with key trades*. Results to include 3 top target trade media* placements per show.

In partnership with Empowered produce the Corporate Documentary (5-6min), securing 100 airings (per Empowered benchmark) and the Commercial PSA (1min) - to be launched in National Guacamole Day (September 15) - securing airing on national network. Reporting 30% for the co-creation of the corporate documentary and corporate commercial; 70% for the launch and the airings (100 per Empowered benchmark).

Create an editorial calendar, aligned to our content pillars and sustainability strategy, by August 31, 2024. 

Publish remaining two Triple Pundit articles and report on series performance by Dec. 31, 2024.

To amplify Avo Institute credibility and visibility, activate an editorial partnership with a reputable sustainability-focused media outlet, timed to Earth Month 2025. Develop a paid media strategy to support on AFM channels and present it for approval by December 2024. 

Publish one new piece of content to the site each quarter (4 total) and support with paid media strategy for other platforms. Schedule content updates quarterly. 

Re-brand newsletter for Avo Insitute industry news (audience) and deliver 4 quarterly newsletters (design, development + distribution). 

Develop a communication strategy and plan to announce the industry's sustainability vision and commitments by December 30, 2024. Leverage Avocado Insitute as a platform to launch announcement. 

Finalize sustainability strategic framework, in partnership with Pollination/or another vendor. Deliverables: strategic framework and roadmap for implementation by March 30, 2024. 

Secure 25 earned placements in target media*(business, trade and sustainability).

Drive news coverage and visibility for the industry's sustainability strategy and commitments, generating 1B impressions.  

Participate in the HAB Sustainability Advisory ongoing meetings to align with industry stakeholders on messaging and projects for the avocado industry in the U.S., representing Mexico. Submit recap report by June 30, 2025. 

Lead and coordinate Sustainability Taskforce to deliver priority actions and road map for the sustainability strategy. Bi-monthly meetings (6).

Collaborate with the Brand + Shopper teams to develop an overall company Partnerships strategy, with playbook and guidelines, by December 31, 2024.

Amplify CFP partnership with an a press release delivering 6 earned placements in target media*.

Generate 250M impressions through media coverage of the partnership (vs 219M YOY).

Generate 600MM impressions for Pop-Guac recipe + partnership launch (80% of score).

Drive 25% share of voice from the Avocado Day news cycle (20% of score) (v 17% SOV from Sprinkles FY24).

Secure 5 feature stories (25% of score) and 20 earned media placements covering AFM and the Pop-Guac recipe (75% of score). 

Present PR strategy + plan aligned with the company strategy for Cinco (being developed), create a Cinco PR strategy to drive buzz and excitement leading up to Cinco, delivered by November 15, 2024. 

Generate 20 earned media placements in target media* amplifying the Cinco campaign 

Deliver 750MM impressions in media coverage. 

Develop the Big Wins document in coordination with taskforce and use it as a base/foundation for the Annual report. Deliver Spanish presentation of AFM Big Wins to send to Mexico by end of August. 

Lead the development of FY24 Annual Report. Deliver report by Sept. board meeting (development, approval, translation and printing).

Lead the Female Leadership Initiative, including programming and annual offsite event. Report end of fiscal year.

Increase unaided brand awareness in the GM from 22% to 25% (Updated to CMT numbers vs. H+P).

Increase Brand Preference GM from 44% to 46% (Updated to CMT numbers vs. H+P)