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About Powell Tate• Leading communications and public
affairs firm in Washington, D.C.• Professionals drawn from politics,
advocacy groups, media, corporate sector and government
• Track record for building award- winning campaigns that engage and mobilize advocates on critical issues, public policy and regulation
• In-house market research, advocacy advertising, graphic design and interactive capabilities
• Part of Weber Shandwick, one of the world’s largest and most-respected communications firms
Issue Expertise
CSR, Education, NGOs
Crisis & Litigation Communications
Defense & Homeland Security
Energy / Environment
Financial Services / Insurance
Food & Agriculture
Foreign Policy & International
Health Care
Our RootsLegislative: Senators Kennedy, Baucus, McCain, Daschle, Moynihan, Murkowski, Chafee, Durbin, Biden, Allard, Harkin, Graham, Inouye, Hatch, Sarbanes, Representatives Conyers, Gephardt, Michaud; Senate Armed Services Committee, Senate Permanent Subcommittee on Investigations, Senate Iran-Contra investigating committee; House Democratic Caucus
Executive:Communications Director for President Bush, Press secretary to President Carter, press secretary to Nancy Reagan, press secretary to Vice President Bush, U.S. Department of Agriculture, U.S. Trade Representative, U.S. Department of Labor, U.S. Department of Defense, U.S. Department of Housing and Urban Development, Economic Policy Council, White House Office of Private Sector Initiatives
Advocacy: U.S. Conference of Mayors, Women’s Campaign Fund, International Republican Institute, National Governors Association, American Council on Education, National Democratic Institute for International Affairs, American Public Power Association, American Israel Public Affairs Committee, Independent Insurance Agents of America, National Association for Public Interest Law
Political: McCain, Kerry, Dole/Kemp, Bush/Cheney, Reagan/Bush, Carter/Mondale, Bradley, Gramm, Ferraro, Clinton/Gore, Bush/Quayle, Kennedy, Dornan, Republican National Committee, Democratic National Committee, National Republican Senatorial Committee
We are the firm that…
Helps the Council on Biotechnology Information communicate with key decision makers and opinion leaders about the role of biotech in providing nutrient- rich food in the United States and around the world to
Works with the Medical Imaging Technology Alliance (MITA) to prevent Medicare cuts for medical imaging through an ongoing campaign that includes developing partnerships, conducting frequent outreach to Capitol Hill, and comprehensive media outreach.
Conducts events and media outreach for the FDIC to increase awareness of federal deposit insurance and the security it provides for Americans and the banking system; elevated profile of Chairwoman Sheila Bair as an important spokeswoman during current economic climate
Manages communications surrounding public policy and regulatory issues for MasterCard Worldwide
Conducts outreach for Medicare’s healthcare quality initiatives and managed crisis communications for policies surrounding durable medical equipment reimbursement
The Lean Plate Club Experiment
The Washington Post2001-2008
Tools, Successful Losers, E-mail sign-up, Web chat
Lean Plate Club Widgets
• Free• Downloadable to
desktop or laptop• Updated weekly• Easy access
Lean Plate Club Philosophy
• Positive approach• Banned the word
“don’t”• Delivered news based
on the latest science • Small steps add up to
big rewards• Offered simple
messages
• 6 million weekly circulation in newspapers
• Nearly 300,000 e-mail newsletter subscribers
• Popular weekly Web chat
Changing Media Landscape
19
Pew Center for People and the Press
21
Continued Decline
• Rocky Mountain News• San Francisco Chronicle• Four newspaper owners filed for
bankruptcy protection (Tribune Company, Star Tribune, Philadelphia Inquirer and the Philadelphia Daily News, New Haven Register)
Offline Online
• media
relations
• events
• advertising
• spokespeopl
• social media
• blog-o-
sphere
• web site
• widgets
INLINE
24
media relations
Events
advertising
spokespeople
social media
blog‐o‐sphere
web site
widgets
online media
Media want to be “inline” too
BlogosphereMainstream Media
25
Food and Beverage Trends
Source: 2008 Supermarket Guru Consumer Panel
Families changing behavior based on economy.
What are you doing MORE of as a result of
the economy?
Focusing on what is most important.
Source: Allen & Gerritson, 2008
Changes moms have made this year
Health
Nearly everyone makes some
effort to eat healthfully.
Source: FMI Shopping for Health 2008
% distribution of principal shoppers by effort they put into trying to eat a
healthy diet
Washington Nutrition Landscape
2009 Nutrition Projections
•Institute of Medicine standards for
school meals
•
Reauthorization of Child Nutrition
Act
•National bill for menu labeling
2010 Dietary Guidelines
• Congressionally mandated
• 18-month process
• Expert members
• Expected delivery fall, 2010
2010 Dietary Guidelines
Increased emphasis on plant- based foods…type or quality of protein and vegetable choices
Nuts and legumes may be separated from meat, fish and poultry
White potatoes and white bread may be placed in new starchy vegetable categorySodium under fireFocus on healthier fats
Attention to shortfall nutrients…calcium, potassium, magnesium (vitamin D for special groups)
Better beverage choices… how to reverse the decline of milk and cut consumption of sweetened drinks
Food vs. liquid calories…metabolized differently?
Obesity remains a top public health priority
Switch from losing pounds to not gaining
Quality of calories, nutrient density
Manage appetite, boost satiety
Increased attention to physical activity, HHS Physical Activity Guidelines for Americans
Marketing to Kids
Beyond Facebook
and MySpace
Social Networking
Growing Divide• More affluent consumers spend more, not less, time
engaged in media across multiple platforms • 46% of Americans are still “traditionalists” – reply
primarily on newspapers, TV, radio - tend to be less affluent, older
• 15% of Americans say they have a smart phone, such as an iPhone or a Blackberry - 37% say they get news delivered from these devices
Mom as Influencer
Moms as Nutritional Gatekeepers
Social Networks and Webby Moms
• 35 million women—40% of women on the Web—are moms with kids under age 18 at home
• 61% go on the Web “many times per day”• By 2012: 40 million moms expected on the Web
What Do Moms Seek On-line?
• Corporate sites• Services• Portals• Search/Navigation• Retail • Entertainment• E-mail• Directories/Resources• News/Information• Conversation media
Awareness and Concern
What are women worried about?
of women say they have made a
major change in their eating habits.
Source: GfK
Roper
Source: GfK
Roper
Energy, avoiding illness and weight
are main reasons for making a change.% who have changed eating habits
because of the following reasons
Wellness is top reason for
managing food intake.Which one of the following are
reasons you limit what and/or how much you eat?
% of Women
Source: Mintel
Diet Trends, 2008
Women worry about food
safety issues.% who are concerned about the
following in the foods they eat
Source: GfK
Roper
Solving Problems
What are women doing?
of women say they follow a “preventive”
lifestyle.
Fewer women dieting but more
eating “better for you”
foods.
% eating products with label at least once in two
weeks
Source: The NPD Group/National Eating Trends®
2008
Nutrients and foods women
are trying to increase.
% who agree “Which of the following do you make an effort to get enough of in
your diet?”
Source: GfK
Roper
Low fat and
diets beat weight loss diets.
is primary health concern (58%),
followed by cancer (57%) and
tiredness/lack of energy (50%).HealthFocus
International 2007
Mintel
Diet Trends 2008
Pecan Poised Well
Pecans
• Source of healthy fats• Great taste• American product• Science behind you• Well-priced• Convenient
Nearly all families pursue
healthy eating strategies sometimes% distribution of principal shoppers by
frequency with which their family tries to:
Source: FMI Shopping for Health 2008
RegularlyOccasionallyNever
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Eat more meatless meals
Choose lower‐carb foods
Choose healthier options when eating out
Eat more fish/seafood
Cut down portion sizes/second helpings
Limit sugar and sweets
Limit foods with trans‐fats
Choose low‐fat or fat‐free dairy
Buy whole‐grain foods
Eat more fruits and vegetables
Source: 2008 Supermarket Guru Consumer Panel
Families changing behavior
based on economy.
What are you doing MORE of as a result of
the economy?
Lower Income Micro-Segment Spending Growth In Ten Largest Food Categories
Lower Income Food Shopper Micro-Segments % Spending Change in Dollars/1000 HH, 2008 vs 2005
Food Category Category Size ($Mil) HH Age 25-34 HH Age 65+ Hispanic African American HH with Children
Frozen Dinners/Entrees $8,244.5 21.9% 4.6% 10.8% 0.1% 18.3%
Salty Snacks $7,658.7 15.4 15.9 3.1 9.4 8.7
Fresh Bread & Rolls $7,440.2 30.7 6.8 -1.4 4.1 14.8
Cold Cereal $7,289.4 23.3 3.7 9.9 -1.5 13.0
Natural Cheese $6,913.1 33.1 6.5 8.2 -2.8 16.6
Chocolate Candy $5,475.7 40.0 16.6 5.9 21.3 12.6
Soup $4,318.9 24.6 3.6 3.5 0.0 17.9
Cookies $3,985.6 4.1 -0.7 6.0 -7.8 -2.8
Crackers $3,959.9 30.3 3.9 6.8 -3.5 13.6
Ice Cream/Sherbet $3,833.8 9.8 1.5 -13.6 4.7 0.6
Total Food Categories
$175,9 71.916.6 5.6 -0.2 1.2 8.2
Source: Information Resources, Inc, 2008
IPG Emerging Media Lab
Gaming: Not Just for Kids• Obama’s campaign crafted 18 on-line games for
the election• Casual gaming: 44 % women own gaming
console vs. 39 % of men• Women are 74% of casual game purchasers• 2/3 play four times weekly; half play daily• 60% would rather play games than talk on
phone; 50% would rather play games than go to a movie or cook.
• Seniors also playing games
www.sallysquires.com
Thank you!Sally Squires, MS
Powell Tate, the DC office of Weber Shandwick
