Our Strategic Recommendations for PR at Publix

JS VALUES

WE TELL THE TRUTH.

WE WORK HARD.

WE RESPECT EACH OTHER.

WE WORK TOGETHER AS A TEAM.

WE ARE OF THE HIGHEST INTEGRITY.

WE HAVE FUN.

WE ALWAYS LOOK FOR A BETTER WAY.

OUR AIM IS EXCELLENCE. PROMISE Our Brand, Activated OUR AGENCY PRESENCE SEATTLE

NEW YORK QUAD CITIES, IA DETROIT

SAN FRANCISCO

NASHVILLE

LOS ANGELES SPARTANBURG, SC ATLANTA ATHENS, GA SAVANNAH, GA DALLAS

HOUSTON SOME OF OUR CLIENT FAMILY FUNDAMENTALS OF PUBLIC RELATIONS MEDIA RELATIONS | CRISIS COMMUNICATIONS COMMUNITY RELATIONS | SPEAKERS BUREAU DEVELOPMENT SPEAKER AND MEDIA COACHING | SOCIAL MEDIA INFLUENCER RELATIONS | EVENTS MEASUREMENT AND ANALYTICS | VIDEO STORYTELLING

ADDITIONAL SERVICES DIGITAL STRATEGY | EMAIL MARKETING CONTENT MARKETING | WEB DEVELOPMENT PROMISE PURPOSE PROACTIVE PROTECT PARTNERSHIP PURPOSE CORE INSIGHT

BUILD EMBRACE THE BASE THE NEW THE PESO PRINCIPLE

Display Search Paid Social Lead Gen Content Amplification Websites Custom Portals Mobile Apps Content Video Word of Mouth Media Relations Blogger / Influencer Relations Digital PR Reviews & Testimonials

Social Media Platforms Partnerships/Sponsorships Co-Branding Opportunities Online Reputation Management Influencer Engagement THE CHICKEN WIRE THE CHICKEN WIRE PROACTIVE OUR PROACTIVE RECOMMENDATIONS

Integrate, distribute and amplify content surrounding core narratives

Leverage national and trade media relationships

Utilize process and create annual plan for sustained coverage and ongoing measurement

Stay nimble, capitalize on trends and inflection points, deploy more experts and personalities OUR APPROACH

1. RESEARCH 2. STRATEGY 3. OBJECTIVE SETTING a. identify KPIs and benchmarks 4. STORYMINING 5. CONTENT DEVELOPMENT 6. CONTENT DEPLOYMENT a. media pitching b. social posts c. web/blog/newsroom d. influencer outreach e. amplification 7. ANALYSIS 8. INSIGHTS AND RECOMMENDATIONS 9. OPTIMIZATION repeat OUR APPROACH - WHAT MAKES A GOOD STORY SUPERMARKET TRENDS

Total food spending increased 3.7% annually from 1991 to 2014, but sales among food retailers rose just 2.2% annually in that period.

Spending on food away from home reached $821 billion in 2017, compared with $818 billion on food eaten in the home.

Currently, online grocery sales account for around 5% of the market. Most retail analysts predict that online grocery sales will increase to 20% or more by 2025. THE GO-FORWARD

Introduce Publix to food and retail reporters who are consistently NOW writing stories about the things you’re already doing

Leverage status as one of the best places to work, SOON year in and year out

With GreenWise Market, tap into the trend of grocery stores BUILD becoming purveyors of healthy, local foods, social hubs STRATEGY FOR YEAR-ROUND COVERAGE

FOOD PEOPLE COMMUNITY EXAMPLE OF YEAR-ROUND CALENDAR

ASPECTS JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

FOOD

Food and Product Trends New Year, New Foods Farm Fresh Summer Superfoods Harvest Season Season’s Eating

Food Sourcing / Partners / Farmers (specifics to be established in the final plan)

Organics / Naturals (specifics to be established in the final plan)

Grocery Store of the Future Delivery Check-out Tech Evolution of Buying Behavior Retail and Digital Innovations

PEOPLE

What’s New 2019: Lighten Up w/Produce The Butcher, The Baker… What’s Trending in Wedding Cakes Harvesting with our Produce Mgr / Holiday Food Harmful butcher, baker and deli Mgr / Ntl Pie Chmpship Recycling with the Pharmacist to Pets

Local Profiles Mr. George Gold Coin

Executive Positioning (specifics to be established in the final plan)

COMMUNITY

Publix Serves / Local Giving (specifics to be established in the final plan) Feeding America

Food Conservation / Recycling 2019 Pledge Earth Day Water BTS Recycling Holiday Conservation Waste New Market / Concept Grand (specifics to be established in the final plan) 1 Openings FEEDING AMERICA CAMPAIGN

MEDIA RELATIONS

EXCLUSIVE RIDE-ALONG

INFLUENCER RELATIONS

SOCIAL MEDIA CFA SCHOLARSHIPS CASE STUDY HOW TRADE MEDIA PAID ATTENTION AGAIN

Results Maximized return by optimizing media inquiry responses ● 53% increase in placements in trade outlets since 2015 ● 66.9+ million impressions (395% increase) since 2015

Increased media pickup of owned content ● 100% positive/neutral sentiment in 2017 & 2018

Prioritized core themes and deployed experts ● 70% of trade show interviews resulted in coverage (up from 56% in 2015) CASE STUDY MINING DATA FOR MEDIA COVERAGE

Results

2017 Rattiest Cities covered by Jimmy Kimmel Live! and The Daily Show

Generated 3.1 billion impressions over the life of the campaign

More successful every year

Now have inbound inquiries for the lists before they are released OUR APPROACH

1. RESEARCH 2. STRATEGY 3. OBJECTIVE SETTING a. identify KPIs and benchmarks 4. STORYMINING 5. CONTENT DEVELOPMENT 6. CONTENT DEPLOYMENT a. media pitching b. social posts c. web/blog/newsroom d. influencer outreach e. amplification 7. ANALYSIS 8. INSIGHTS AND RECOMMENDATIONS 9. OPTIMIZATION repeat OUR APPROACH

7. ANALYSIS 8. INSIGHTS AND RECOMMENDATIONS 9. OPTIMIZATION

Identify Goal KPIs Benchmarks Extract, Analyze, Report Insights and Recommendations Optimize MEASUREMENT PROTECT OUR PROACTIVE RECOMMENDATIONS

Anticipate and categorize challenges

Determine operational and philosophical position

Create a well-defined team

Prepare and execute cross-functionally FROM BLACK BOX TO GLASS BOX 78% feel it’s important for companies to be transparent 81% feel companies should take a stand to create social change CRISIS TEAM

30 9 24-7-365 CRISIS SPECIALISTS FORMER JOURNALISTS ROTATIONAL ON-CALL

Daily Report’s “Top Legal PR Firm” (six years running)

Launched and lead PROI Americas Crisis Network CRISIS APPROACH

CLARITY AND INTEGRITY - WE TELL THE TRUTH

THE THREE S’s Speed of Response Substance of Message Strength of Spokesperson

IDENTIFY, CATEGORIZE, PLAN, PRACTICE

CONNECTOR

FULL-SERVICE RESOURCE (image TBD - could use one of the team from the website) CRISIS CAPABILITIES

ON-CALL CRISIS ASSESSMENT & RESPONSE VULNERABILITY AUDITS ISSUES MANAGEMENT PLANNING SOCIAL MEDIA STRATEGY & CONTENT ONLINE REPUTATION MANAGEMENT (ORM) CRISIS DRILLS/SIMULATIONS MEDIA & SPEAKER COACHING SOCIAL MEDIA BOOTCAMPS PHOTOGRAPHY AND VIDEOGRAPHY DARK SITE PRODUCTION PRESS CONFERENCE PLANNING & MANAGEMENT MONITORING ANALYTICS CRISIS EXPERIENCE WITH PUBLIX

FOOD BORNE ANIMAL WELFARE ILLNESSES MISHANDLING OF STRAWBERRY FOOD PICKERS UNION WAREHOUSE IRRADIATION SHOOTING MERCURY IN ASSOCIATE SEAFOOD VIOLENT CRIMES CLONING HURRICANE PREP AND RECOVERY PRICE INCREASES DATA BREACH CHEMICAL SPILL TOMATO PICKERS SWINE FLU UNION (CIW) MINIMUM WAGE ADAM PUTNAM CAGE FREE EGGS CASE STUDY ADDRESSING FOOD CHAINS

Results Held a clear, unwavering position

Assessed and planned simultaneously

Formed a cross-functional team

Created a multi-channel response CASE STUDIES

SEPARATING THE BELIEFS OF A PERSON COMMUNICATING THROUGH OUTAGES, FROM THE VALUES OF A BRAND DELAYS, MERGERS AND ACTS OF TERROR PARTNERSHIP CORE TEAM

TRUDY KIM NANCY JOHN SUSIE MELISSA KREMER HARDCASTLE AMAKER TUCKER CHA WILLIAMSON

CRISIS / COACHING / PA TEAM

GLEN BRIAN CHARLES BLAIR ANNE MANNING JACKSON BRODRICK EDWARDS MEEKS LERNER FAIREY PREEMINENCE