A P R I L 2 0 1 2

National Soyfoods Month

Project Elements

Soyfoods Month Website

Public Relations Campaign

Social Media Campaign

SCAN ADA Practice Group Outreach

SmartBrief for Nutritionist Advertising Campaign

FMI dailyLead for Retailers Advertising Campaign

Family Features Mat Release

Retailer Promotional Kit

Soyfoods Month Website

3,127 visits to soyfoodsmonth.org

274% increase from April 2011 and 371% increase from March 2012.

7,540 page views on soyfoodsmonth.org

246% increase from April 2011 and 317% increase from March 2012

Homepage (1,363), Soy and Performance (1,316), Recipes (1,169), Products (280), Dietary Guidelines (230), Shopping for Soy (219)

Over 60 retailer kits requested

Public Relations Campaign

Kohnstamm Communications

Current ROI (based on traditional media relations budget): 18:1

Estimate Ad Value: $897,815

Estimated Overall Impressions: 29.3 million

Big Wins

Print: Family Circle – National Soyfoods Month and Wildwood were featured in the April Food News section.

Print: Self Magazine – MorningStar Farm Grillers Original was named a winner of the 2012 Self Healthy Food Awards and will appear in the June issue.

Print: Fitness Magazine – The Eat Right news section featured tofu as a power snack.

Print: Health Magazine – The April grocery challenge featured favorite tofu recipes from three celebrity chefs.

Print: Vegetarian Times – Wildwood was nominated in two categories for the 2012 Vegetarian Times Foodie Awards.

Public Relations Campaign

More

Big Wins

Online: The Huffington Post - Soyfoods were recommended in a story about foods that naturally lower blood pressure.

Online: ABC News - Soyfoods were featured in a heart-healthy snacks round-up in the Health Section.

Online: Health Magazine Online – A feature about everything you need to know about soy ran and then was picked up by MSN Health and KTVQ-TV Online.

Online: Women’s Health Magazine – The Healthy Dish blog featured National Soyfoods Month.

Online: Shape Online Magazine – A story on five new, creative ways to enjoy soy was featured

Online: Shape Online Magazine – WholeSoy & Co. was featured in a yogurt round-up.

Short lead: The Miami Herald – Soyfoods Month and the benefits of soyfoods were featured in the Chew On This column.

Short lead: The Star Tribune – Edamame was featured as a stand-out vegetable option in the Taste section.

Public Relations Campaign

Blogger Partnerships/Giveaways

Appetite for Health (circ. 100.000) - 4/13/2012

Averie Cooks (circ. 58,260) - 4/10/2012

Nicole’s Nickels (circ. 28,788) - 4/2/2012

The Nutrition Twins (circ. 16,235) - 4/6/2012

Skinnybits (circ. 10,777) - 4/7/2012

Leslie Loves Veggies (circ. 10,215) - 3/19/2012

Followers Media Contacts

Engagement on Twitter #SoyfoodsMonth

The campaign focus was on growing our fan base, implementing an ad campaign and utilizing blogger giveaways to drive traffic to the SANA Facebook page.

Community grew substantially to a total of 2,644 likes – 10 times the number of likes from February.

Engagement with fans increased from 192 in March to 3,974 in April.

This year we implemented SANA’s first Facebook advertising campaign.

Using a $1,000 budget, the ads harnessed the power of appetizing pictures to target Facebook users with a variety of interests.

The advertising campaign generated more than 1,900 new connections (“Likes”) for SANA’s Facebook page, which equates to approximately $0.52 per fan.

The ad that performed the best based on number of new connections and click through rate targeted the following interests:

The graph provides a rough overview of the clicks our ads received (blue) and the new fans our ads generated (green) throughout the month of April.

Sponsored Feature Additional Elements

Over 34,000 subscribers

2 standard banner ads and 2 text/logo ads during the month of October

Total opens: 11,830

Click-throughs: 878 Meeting Performance Goals with

Soyfoods. (107)

Soy is safe for breast cancer. (93)

Soyfoods Month Website (91)

Simply Soyfoods Recipe Book (68)

SmartBrief for Nutritionist

During the month of April ran: 8 text/logo ads and 1 leaderboard ad

Average reach: 34,070

Click-throughs: 280; 37

Titles: Clinical Dietitians, Clinical Nutritionist, Dietitian, MD, Research Nurse, RD, Nurse Practitioners

October Campaign April Campaign

Ran 3 banner ads during month of April

Average reach: 45,843

Click-throughs: 158

Titles: Consultant, President, Chairman/CEO, Senior Executive, Marketing Manager, Sales Representative, Category Manager

2 standard banner ads and 2 text/logo ads during the month of October

Average reach: 62,740

Click-throughs: 153

Titles: President, Account Executive, Account Manager, Owner, Sales Representative

FMI dailyLead for Retailers

Family Features Mat Release

Ad Equivalency:$50,077

Project Cost: $3,750

57 orders (circ. 1,515,855)

33 tear sheet placements (circ. 986,953)

48% were on front page

55% were full color

299 online placements

209 newswire placements

Retailer Outreach

Over 1,500 stores/nutritional professionals received Soyfoods Month promotional kits

Over 60 kits were requested from Soyfoods Month website

Opportunities for 2013

Reach out to retailers early to solidify more participation throughout a chain

Expand outreach to & educational materials available for health influencers

Increase engagement through social media campaigns

Track retailer participation and build relationships

Engage a spokesperson

Build off of marketplace knowledge

Increase support from SANA members

2013 Campaign Messaging

Farm to Fork messaging will address the growing consumers’ desire to better understand the source of their foods and will feature how soybeans are grown, the farmers growing the soybeans, and the sustainability of soy, while promoting soyfoods as an everyday option for every meal.

New Program Elements

(depending on funding

availability)

Outreach & Partnerships with Retailers:

Partner with at least five national food retail chains and engagement of thousands of smaller, independent food retailers.

Distribute in-store promotional kit containing recipe books, signage, formatted news articles, and sample social media posts.

Engagement & Education among Health and Nutrition Professionals:

Distribute nutrition influencer education kit to dietitians, nutritionists, and any other health influencer.

Target nurse practitioners with a communications piece that corrects common misconceptions about soyfoods with relevant research.

Increase Awareness among Consumers:

Spokesperson Rebecca Scritchfield, MA, RD, LD

Participate in a satellite media tour which will exclusively promote top-tier sponsors’ products, depending on sponsorships obtained.

Send creative sample product baskets to editors and top influencers that highlight partner products and celebrate Soyfoods Month.

Expand website to include a Partner Spotlight section.

Platinum $37,500

Gold $30,000

Silver $15,000

Bronze $5,000

Sponsorship Levels Sponsorship Notes

Signed commitment forms are due June 15, 2012.

Custom or multi-year payment plans are available upon request.

Platinum commitment includes promotion of product in National Soyfoods Month Satellite Media Tour and is exclusive to first three companies to commit at this level.

Thank you, Sponsors.