FLORIDA DEPARTMENT OF CITRUS. Communicating About Citrus in a Changing World presented to the International Citrus and Beverage Conference

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Dwight Dixon
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1 FLORIDA DEPARTMENT OF CITRUS Communicating About Citrus in a Changing World presented to the International Citrus and Beverage Conference David Steele September 18, 2015

2 PREVIEW The context The audience The content The tactics The results

3 FLORIDA DEPARTMENT OF CITRUS THE CONTEXT

4 MISSION To maximize consumer demand for Florida citrus products to ensure the sustainability and economic well-being of the Florida citrus grower, the citrus industry, and the state of Florida.

6 Gallons per capita Price per Gallon Orange Juice Demand Trends FL Production Per Capita Pres Cons Per Capita Average OJ Retail Price

7 Florida Orange Utilization Item f 15STD million boxes Fresh FCOJ COJ Non- Certified Other TOTAL Source: Florida Citrus Outlook Update Season, Working Paper

8 FLORIDA DEPARTMENT OF CITRUS THE AUDIENCE

9 Refined Targets Millennials & Moms (note: MM s 25% more likely to be heavy OJ drinkers) Also: everybody with a pulse

10 Millennial shopping dynamics 1 in 3 M s say they use blogs as a top media source before making a purchase Only 1 in 100 said that a compelling ad would make them trust a brand more M s are influenced by celebrities more so than any other generation M s don t trust traditional media and advertising and are looking for the opinions of their friends (37%), parents (36%) and online experts (17%) before making purchases Sources: Forbes and Elite Daily (Jan. 2015), JWT Intelligence Trends in Food (Feb. 2012), Pew Research Center

11 More Millennial shopping dynamics 62% of M s say that if a brand engages with them on social networks, they are more likely to become a loyal customer 43% say that Facebook is the social network that most influences their spending habits, followed by Instagram (22%) and Pinterest (12%) A quality product and good customer service are strong influencers for M s M s wish they knew more about how the food they eat is produced and like when commercials take them behind the scenes Sources: Forbes and Elite Daily (Jan. 2015), JWT Intelligence Trends in Food (Feb. 2012), Pew Research Center

12 FLORIDA DEPARTMENT OF CITRUS THE CONTENT

13 Refocused Messaging: Three Pillars Origin ( Florida-ness ) Nutrition (per mandate from brands) Position (value = premium )

14 SRD structure Scientific Research Proactive Science (80%) Reactive Service (20%) Substantiate the Florida difference (30%) Support ongoing industry research (30%) Support medical research (20%) Constituent Requests Standards compliance Adulteration testing

15 SRD structure Medical Research Nutrition and Health Clinical Epidemiological and metaanalysis In Vitro and Analytical

16 FLORIDA DEPARTMENT OF CITRUS THE TACTICS

17 Focus: PR & branding Brand development ( Florida OJ ) Amazing Inside Amazing 5 Captain Citrus Welcome centers Asset development Stories Infographics Video Issues Management Origin Nutrition Position

18 Branding

23 Captain Citrus animation

25 and now part of pop culture.

30 Pediatrician s Toolkit

31 Pediatrician s Toolkit

32 Pediatrician s Toolkit

33 Pediatrician s Toolkit

34 Pediatrician s Toolkit

35 Pediatrician s Toolkit

36 Pediatrician s Toolkit

37 Welcome Centers

39 #OJselfie

40 FLORIDA DEPARTMENT OF CITRUS THE RESULTS

41 Earned Impressions (in millions)

42 There s Amazing Inside the internet 125+ MM impressions 4.6x industry average CTR 35% engagement 350K site visitors

43 From a brand partner I think you all have done a great job of adjusting to the decreasing budgets that you face, as well as building a plan that is complementary to brands communication plans.

44 From a brand partner [We] like the continuity from [this] year to [next] year. Why reinvent something that makes sense and is just beginning to deliver?

45 SOME BOTTOM-LINE REALITIES OJ is still America s favorite fruit juice Florida growers will still produce amazing fruit The big OJ brands have endorsed the FDOC s focus on PR & marketing The Florida grower needs us to help preserve the value of Florida fruit

46 FLORIDA DEPARTMENT OF CITRUS Thank you! FloridaCitrus.org

48 FLORIDA DEPARTMENT OF CITRUS Case Study

49 The Sunscreen Study Publication (June 29, 2015) Staff/agency assessment Monitoring Responses (if necessary)

52 On NBC it's far too soon to recommend any broad changes to grapefruit or orange consumption. Until conclusive data are available, we should continue to be cautious about protecting our skin from sun exposure." - Dr. Gary Schwartz of the American Society of Clinical Oncology (which publishes the journal)

53 In the Washington Post "The number of cases is small and the citrus risks are not cleanly dose-related. I d worry much more about alcohol and cigarettes. - Marion Nestle, professor of nutrition, food studies, and public health at New York University

54 On CBS "I don't think the general public should make any changes based on this study. You should still have a wide variety of fruits and vegetables in your diet. - Dr. Marianne Berwick, professor of dermatology at the University of New Mexico

55 The Sunscreen Study June 29 July 1 July 3 July 5 July 7 July 9 July 11 July 13 July 15 July 17 July 19 July 21 July 23 July 25 July 27 July 29

56 The bottom line High alert Tight integration: staff, agency, industry Careful monitoring Don t panic Always wear sunscreen

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