Transcript Lisa Kelly, MPH, RD - United Soybean Board

Lisa Kelly, MPH, RD
Senior Vice President
Vicki Nesper
Vice President
Who We Are
• Leading global communications firm ―
100 markets and 2,800 staff
• Specialized experience in food &
beverage and consumer nutrition
• Strong network of the most important
food and nutrition influencers
• Expert in developing and shaping a
compelling narrative ― opinion
research, reputation management and
engaging influencers, media and
consumers
• Drive marketing communications for
top consumer brands throughout
network
• Social media innovators
MSLGROUP is the Publicis Groupe’s flagship
public relations, branding, social media and
events network.
20 Years of History With USB
• Goal is to maximize grower profit by increasing the use of
soybean components in the food supply – both oil and protein
• Dedicated team of 12+ to advancing soybean utilization in
food
• We do this through several connected activities:
• Direct marketing to the food industry (primarily for commodity
and enhanced trait soybean oils);
• Expansion of the “health halo” with health influencers (starting
with soy protein, and broadening it to oil);
• Providing customers (industry buyers such as chefs and
manufacturers as well as end-users) and influencers with the
resources they need to recommend and purchase soy;
• And removing market barriers such as concerns about
biotechnology, sustainability or soy health effects that could
harm market share if left unchecked
Food Influencer Network
Food Company
Meetings
Food Media
Relationships
Deep Ties to
Food Bloggers
Nutrition
Promotion to
Allied Health
Professionals
Food Industry & Influencer Conferences
Culinary Development
• Full test kitchen and research
facility on-site
• Food trend identification and
analysis
• Food concept development
• Testing and sensory evaluation
• Food sampling management
• Cooking demonstrations
• Tradeshow representation
• Recipe contest management
JOY BLAKESLEE, RD
Culinary Center Director
UNITED SOYBEAN BOARD
AND QUALISOY
Our Target Audiences are Vast
• Health professionals
• Registered dietitians
• Nurse practitioners
• Physician assistants
• Food and beverage industry and
food scientists
• Foodservice industry and culinary
professionals
• Trade and consumer media
• Consumers
We Navigate Path to Purchase
Public
Affairs
•
•
•
•
• AHA INAP
• Nutrition
symposia
• Dietary
•
Guidelines
• Industry
•
alliances
Influencer
Advocacy
Public
Awareness
Product
Launch
Trait specs
R&D support
•
Marketing
trends
Foodservice •
promos
Retailer
•
partnerships
Practical
Motivation
•
•
•
News stories:
TV, radio, Print •
& online
Trade
•
advertising/
editorial
Marketing
•
brochures
Digital content
& traffic drivers
Tradeshows
•
Conference
•
sessions
Biotech
•
education
Technical
literature on
benefits/ safety
Digital
resources:
Web, enews,
podcasts
Patient room
exam posters
Recipes
Mobile site for
shoppers
Sustainability
guide
We employ a
mix of new &
proven marketing
activities
Award-Winning Marketing Program
Year-after-year,
USB’s program receives
top national &
international awards