Regional Marketing Initiative

COLLABORATIVE PARTNERSHIP PROGRAM

2017

Developed and Administered by:

V - 13/04/2017

Introduction

The Beef Farmers of Ontario (BFO) Marketing and Promotions Committee was established in 2014 by the BFO Board of Directors to assist the board by providing guidance and recommendations for the planning and implementation of provincial marketing and promotional activities in support of the programs, campaigns and activities of BFO.

The Marketing and Promotions Committee consists of four to five members of the BFO board who are elected annually, and the Committee is chaired by a director elected by the Committee.

Background

In 2016, the BFO Board of Directors approved a three-year strategy and allocated funding for a new Regional Marketing Initiative (RMI) which will conclude on December 31, 2019.

Consultations with the BFO Board and Advisory Council throughout 2015/16 indicated support for BFO to develop a Regional Marketing Initiative for Ontario produced beef.

The strategy was developed through discussions with key industry partners, organizations, government agencies and non-governmental organizations (NGOs) to ensure alignment and enhance collaborative efforts across many sectors.

The strategy will focus on three objectives, which will provide direct benefits to Ontario beef farmers and a tangible return on their current check-off investment.

BFO Strategic Objectives

1. Increase market penetration for Ontario beef brands

2. Maximize value of Ontario beef products

3. Enhance consumer confidence in the Ontario beef industry

Through the Collaborative Partnership Program (CPP), a cost shared investment will be offered to projects that align with BFO's strategic objectives. The goal of the CPP is to stimulate industry alignment, and encourage collaboration with industry partners, organizations and NGOs to enhance the overall impact of the Regional Marketing Initiative.

Collaborative Partnership Program

A. Guiding Principles

The Marketing and Promotions Committee will consider funding appropriate projects with industry partners who demonstrate an alignment with the strategic objectives identified in BFO's Regional Marketing Initiative. The overarching principle shall be to provide a tangible return on check-off funded projects to Ontario beef farmers.

B. Objectives

The CPP will support collaboration across all sectors of the beef industry with a regionally focused cost sharing investment process that will support the achievement of mutually beneficial objectives of all project partners.

C. Program Priorities

  • Should complement, not duplicate other marketing/support programs.
  • Focus on innovation and future growth rather than support normal commercial

operating costs.

  • Ensure a consistent and positive marketing approach is used that supports all Ontario

beef and cattle production methods.

  • Ensure all marketing claims are accurate, credible and verifiable by third party sources.
  • Foster collaboration with industry partners and organizations.
  • Leverage existing marketing efforts where possible.

D. Eligibility of Applicants

  • Beef farmers, processors, retailers, distributors, industry associations, NGOs and other supply chain partners who share a direct alignment with BFO's strategic objectives identified in the Regional Marketing Initiative.

E. Eligibility of Projects

Factors that impact project approvals will be based on:

  • Applicant’s ability to ensure alignment with Ontario beef brand criteria (as defined by

BFO).

  • Evidence of a strong Ontario value chain relationship.
  • Minimum 25% partner investment of approved project costs (In-kind contributions are eligible as partner investment only for non-profit organizations).
  • Funding requests above 50 per cent of total costs must demonstrate how the project is innovative to receive up to 75 per cent funding of total eligible costs.
  • Demonstrated ability of project partner to execute project as approved.
  • Presentation of a valid, strategically sound project/business concept.
  • Clearly defined project outcomes and objective performance measures.
  • Provide long-term benefits to Ontario's beef industry.
  • Provide a positive return on check-off investment.

F. Application Process

  1. Applicants must complete an application form and submit it to BFO's RMI Project Manager.
  1. BFO's Marketing and Promotions Committee will review the application to ensure the project is consistent with the guiding principles, objectives and program priorities of the Collaborative Partnership Program.
  • If acceptable, a notification of project approval and process for reporting and performance measurements will be sent to the applicant.
  • If unacceptable, BFO's RMI Project Manager will inform the applicant. The applicant may have the opportunity to revise the submission as suggested by BFO and resubmit, if applicable.

G. Applicant Information

Please read carefully before completing the attached application form. The following information is required for all CPP applications:

  1. Applicant Background
  2. Background information to demonstrate applicant’s ability to successfully carry

out the project.

  • Company/organization background information, history and current operations.
  1. Project Description
  2. Details of the project and activities.
  3. Description of the critical success factors:
  4. Ontario beef supplier/processor partnership
  5. Target market segment of where the project will be executed
  6. Long-term impact of project to applicant’s business
  1. Project Budget
  • Provide estimate of total project cost.
  • List all eligible expenditures by project activity.
  • Identify additional funding sources (if applicable).
  1. Expected Project Results and Measures
  2. Provide clearly defined outcomes, expected project results and measures.

Eligible project costs could include, but are not limited to:

  • Brand development including logo design, creative work, and printing of advertising or

point of sale (POS) materials.

  • Marketing expenses related to product/brand promotion.
  • Research projects which align with project specific outcomes.
  • External service provider fees for project specific required activities.
  • Advertising costs such as local/regional radio, newspapers, flyers/inserts, social media.
  • Costs associated with processing and packaging development for new products.
  • Marketing costs related to buyer presentations, product demonstrations, and

Communications materials.

There is a maximum of $50,000 of BFO funding per approved project. On a case-by-case basis, the Committee may determine that applicants may be eligible for a higher cost share amount based on the potential impact of the project.

Funding may be awarded at the full amount requested or at a reduced amount based on funds available or BFO’s assessment of the project

All materials and content generated through CPP funding must be submitted for BFO review and approval prior to final production and reimbursement. Failure to do so could result in expenses being ineligible for reimbursement.

Ineligible project costs include, but are not limited to:

  • Capital cost of equipment, land, buildings or roads
  • Working capital
  • Normal business operating expenses (including wages, travel, gratuities)
  • HST or other taxes
  • Product subsidies, cost of samples, ingredients or supplies for samples
  • Cash sales incentives or rebates
  • Listing fees

APPLICATION FORM - BFO Collaborative Partnership Program

Office Use Only

Application No.Date:

A. APPLICANT INFORMATION

Name of Applicant:
Address: / Phone:
Fax:
Company Website:
Project Leader
Name:
Position:
Phone:
Email:
Name(s) of project specific partners or affiliations:
Applicant Background
Provide background information to demonstrate applicant’s ability to successfully carry out the project, list all project team members and applicable experiences related to the project.
Provide company specific background information, history and current operations.

B. PROJECT INFORMATION

1. Overview of Project
  • Provide a detailed overview of the project (Maximum 150 words, use attachment if necessary)
  • Identify how the following critical success factors for the project will be met:
  • Describe the Ontario beef supplier/processor partnership
  • How is this project/product unique and differentiated in the market
  • Target market segment for where the project will be executed. List all pertinent partners in each segment and how they will contribute to the project’s success
  • Long-term impact of project to applicant’s business

2. Alignment
  • Provide direct rational how the project aligns with at least one (1) of the three (3)
strategic priorities of the BFO Regional Marketing Initiative
1. Increase market penetration for Ontario beef brands
2. Maximize value of Ontario beef products
3. Enhance consumer confidence in the Ontario beef industry
  • Provide information on how the beef products marketed through this program meet the definition of Ontario Beef
  • Provide the process for verifying all product claims related to product attributes and unique product positioning. Third party verifications may be required for all claims related to but limited to, cattle production, cattle breeds, health/nutrition, animal health/welfare and environmental related claims.

3. Project Start Date:
4. Estimated Completion Date:

C. PROJECT BUDGET

Total Estimated Project Cost: $
Activity # / Full project budgeting information is required. Please include details and related costs for each project activity.
Activity Description / Cost
1
2
3
4
5
6
7
8
9
10
11
12
ADDITIONAL FUNDING SOURCES
Have you requested, are you eligible for, or do you anticipate any other financial assistance specific to this project?
No _____
Yes_____
Failure to disclose all current funding or possible funding sources may result in the termination of the application or agreement.
Additional Sources of Funding / Funding Amount
If additional sources of funding have been identified, please give a detailed description on how the funds will be used.

D. PROJECT RESULTS

1. Results
Describe the tangible results and expected outcomes of the project.
2. Measures
Describe the objective measures that you will provide to validate the results described. Examples include sales volume generated by project, sales increases generated by project etc.
3. Overall Impact of Project

E. Declaration by Applicant

Contract requirements for the program will include:

  • All materials produced with CPP funding will include at least one of the following , the official “Ontario Beef” logo provided by BFO, or the following statement “Produced in partnership with the Beef Farmers of Ontario”
  • 15 per cent holdback of reimbursement until a final report has been submitted.
  • Applicants must disclose all proposed sources of funding for the proposed
  • project, including, but not limited to, sources and amounts from the private sector and/or government
  • All materials produced with CPP funding will require BFO review and written approval prior to production. Failure to provide could exclude materials for reimbursement.
  • Upon project completion, applicant will complete the Reimbursement Summary Spreadsheet provided by BFO, funds will be reimbursed on actual project activity expenditures as approved with supporting proof of payment.
  • Upon completion, applicant will complete a project report provided by BFO
  • Applicants will be required to maintain comprehensive general liability insurance, where applicable.
  • Any information provided in the application will be kept confidential. Information provided on the application form and in the application process will be governed by Personal Information Protection and Electronic Documents Act.
  • Applicants who provide false or misleading information under this program forgo all rights to any benefit from this program, are liable to repay any or all program payments received and may be subject to prosecution.
  • The applicant acknowledges that BFO, their directors and/or staff, and all members of Marketing and Promotions Committee are not liable to the applicant, the applicant’s heirs, administrators and assigns for the personal injury, property damage, injury, claim or loss whatsoever arising out of this program and the applicant’s participation in it.
  • The applicant acknowledges that BFO reserves the right to reject, or discontinue funding or participation in the Collaborative Partnership Program for reasons satisfactory to the BFO, without notice, and without penalty to either party.

THE APPLICANT HEREBY AGREES, that the information given in the supporting documentation is complete and correct and I have the authority to sign this document. I understand that giving false or misleading information is an offence under the criminal code.

Name: Signature:

Position: Date Signed:

This form must be received electronically.

Collaborative Partnership Program

c/o Beef Farmers of Ontario

130 Malcolm Road

Guelph, Ontario N1K 1B1

Phone: 519.824.0334 Fax: 519.824.9101 E-mail:

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