Team Meeting Notes

Date | time Jan 19th ,2023 [Date | time]Location

Meeting Notes

Agenda Item

TOPIC	NOTES
Background
Competitor
The Audience
Challenge & opportunity
Finacial Data
Contact Info

Other Information

Start/Getting information (Tate)

· What is the goal for the year (what are you trying to accomplish) 

Pivot to make them more digitally focused, marketing publication, create Impact on the market.

Increase the size of the audience.

· Likewise, what makes you stand out from your competitors? 

Sustainability is a pro and a con. Consumer demand is more sustainable

Their competitors engage in pay-to-play, meaning that they pay a lot of money to promote their things. They spend a lot to attract many organizations.

They really focus on putting Canada on the plate.

Encourage innovative looks in Canada (focusing on Canada), but it puts them at a slight disadvantage because they are not global.

· What would you say are the weak point in your company

Focus on Canada

For example, if an American company reaches out some Canadian companies might get mad, and it may be harder to run ads as they do not have other countries' experience

· What did consumers like about the paper magazine that could be implemented into the online parts

Being able to hold it and visuals

Age range and demographic

45+ in management/sales

Males dominate industry

Wants to target younger groups, more food industries/audiences that could be interested in it, such as innovation startups, etc.….

What paper magazines catch that digital does not

· Someone seeing the print advertisements helps grab their audience's attention and gets more engagement.

· People who read them used to enjoy them

· Special publication to bridge the gap

· Sustain spoke to GFS, Sysco, they were not ready to distribute sustains own info

Asking more in-depth questions: (Stephen)

· Can you give us a rundown of your current target market and your target customer profile?  * Focus on business and concerned citizens. Businesses like restaurants, chefs, government, food, and safety, 15% of a concerned citizens.

Majority of the people above is from Canada, but they also have some from the USA, but it is ridiculously small

Developing trades with Austria, wants to ‘try’ making sure showcasing Canada when possible while also going international

· Is there currently an audience outside of Canada?

· In the past what are some of the promotional tactics used to advertise Sustain? 

15k was a great audience number, but the cost to get there was not right (meaning it cost too much). There are digital methods to reach better people and spend a lot less compared to paper advertisements like postcards.

· In your company, who are the decision-makers and executioners? And who makes the calls? 

It was a whole company decision, seeing everything get returned made it very swift

They are bad at their digital marketing, but are aware of it

They need a better value proposition for everything to work together and nail it down. Ex. Wanting to reduce waste,

Concluding questions: (Maybe Ryan)

· Are there any specific areas you would like us to focus on more so than others 

No, because she wants us to lean into the project as a passion project for us and not just hers. She give us thought starters and wants us to produce ideas and be able to bring our own perspectives to help guide them in the right direction.

· Is there anything you would like to tell us for notes or for references sake?

Just read the about section

In term of working with her, she is happy to use the QnA and anything that makes sense

If we need to book more time, then book more time. This allows us to get a better idea of the project. We can ask as much as we like.

Based on the possible ideas for the next 3 years ( Aya )

· She allows us to pick everything from each of the ideas, but it is better to focus our ideas on one section as we can go more in depth with the answers, we produce (actionable plan).

· Define the map before the boundaries. We should brainstorm which idea makes the most sense for our group's capabilities

Ads and promo

· 30k-50k trade publications do not typically spend a lot of money on advertising, but they need to

· Production costs are about 7k when they put out an issue. This is everything included host, layout, photo licensing, writers, etc.… (digital production costs)

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