NEW! Chef Robert Mayberry Mushroom and Vegetable Enchiladas Case Study 

College and University Advertising Overview, How-To and Schedule

To further support the industry's focus on the college and university segment, the Council launched a nine month advertising campaign targeting college and university foodservice directors and chefs. This campaign will allow the Council to reach virtually 100% of the college and university audience via Food Management and FoodService Director, which are two of the top non-commercial foodservice publications for this audience. A versatility brochure showcasing how mushrooms can be the hardest working item on a chef’s menu, will be inserted into these publications, and it will be sent exclusively to subscribers that work at a college or university. To kick off the campaign, the brochure was included in the April issues of Food Management and FoodService Director; it will be included in three additional issues of Food Management and four additional issues of FoodService Director throughout the year.

Digital advertising will supplement the versatility brochure to increase our reach to the college and university audience, and it will run via the online editions of both publications, with focused messages that complement the brochure. Every digital ad for Food Management will reach college and university subscribers only. The digital ads for FoodService Director will reach college and university subscribers, plus additional contacts through their Wellness Watch and Connections e-newsletters. Food Management will distribute seven digital ads this year, while FoodService Director will distribute 10 digital ads throughout the year.Digital advertising will also run from April through December via the online editions of both publications, with strong, focused messages that support the advertorial/brochure.

 The advertorial/brochure is not just being used as an advertising message, but as a way to get the piece into everyone's hands. It is also available to industry members as an additional selling piece with customers.

 How to Use the Advertorial/Brochure

-          To order copies of the brochure, contact the Council at (408) 432-7210 or Cheryl@mushroomcouncil.org

-          Distribute the brochure to your foodservice customers

-          Follow up with your contacts after distribution to answer questions, brainstorm new mushroom recipe ideas and build on your relationship

-          Let your C&U contacts know to look for the advertorial/brochure in the print editions, as well as additional Council messaging via digital content (see schedule below for details)

 

Advertising Schedule

2011

Jan

Feb

March

April

May

June

July

Aug

Sept National Mushroom Month

Oct

Nov

Dec

FoodService Director

Advertorial/Brochure C&U Impressions: 18,750

X

X

X

X

Advertorial/Brochure –  Special Insertion C&U Impressions: 18,750

X

C&U Newsletter Reach: 2,800

X

X

X

X

X

X

Wellness Watch Reach: 22,645

X

X

X

Connections E-Newsletter Reach: 22,791

X

Food Management

Advertorial/Brochure C&U Impressions: 20,000

X

X

X

X

Recipe Card Box Reach: 21,150

X

E-Blasts Reach: 23,000

X

X

X

E-Postcards Reach: 23,000

X

X

X