Flightpath leads the digital marketing efforts for Goya Foods, working with several agencies to create a successful digital marketing campaign. 2013 saw significant successes for Goya. Find out more in this slide deck, presented at BDI in New York by Flightpath President Jon Fox.

1. Sharing Food &Culture
Through Digital Channels
Jon Fox – Flightpath
@jonfox1
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2. 2

3. Founded in 1994
Constantly
Evolving Skill Set
Emotional Currency is
Central to Our Work
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4. AUDIENCE
Women, 25-49, who are responsible for making
food choices (cooking & shopping) in their homes
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5. OBJECTIVES
 Increase awareness among General Market
 Stay top of mind amongst Acculturated Latinas,
and create engagement with our brand
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6. AGENCY PARTNERS

7. WEBSITE
PROMOTIONS
& COUPONS
PPC/DISPLAY
EMAIL
MARKETING
SOCIAL
MEDIA
TRADITIONAL/
PUBLIC RELATIONS
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9. BUILDING AN ACCOUNT
MANAGEMENT
PRACTICE
 Times have changed
 Need for guidance and direction in a rapidly
changing digital marketplace
 Blend deep digital marketing expertise and
expertise in key client industries
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10. 10

11. BUILDING AN ACCOUNT
MANAGEMENT
PRACTICE
 Times have changed
 Need for guidance and direction in a rapidly
changing digital marketplace
 Blend deep digital marketing expertise and
expertise in key client industries
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12. 12

13. TRAFFIC SOURCES Q3 2013
2%
10%
Organic Search
Direct Traffic
13%
Referring Sites
51%
Email
Paid Search
24%
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14. ORGANIC SEARCH
Less dependent on branded keyword traffic
VISITOR SHARE
Keyword Type
2009
2013
Brand
72%
40%
Generic
28%
60%
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16. BEFORE
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17. AFTER
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18. ACCOUNT MANAGEMENT:
KEY TASKS
 Oversee account/project activities; adhering to internal and client deadlines
 Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting
notes
 were client at first of
―WeDay-to-dayshy contact; leading calls with the client.
 Client engagement expectations:
being directly involved
• Client calls returned within 2 hours
in social media.‖
• Emails responded to within 4 hours
JOSEPH PEREZ,
Meeting notes within 3 hours of
SENIOR•VICE PRESIDENT OF GOYA FOODS meetings
• Client follow-up no later than 5 days after receipt of content for review
 Keep up-to-date on industry and consumer trends for application to client strategies and
programming efforts
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19. ACCOUNT MANAGEMENT:
KEY TASKS
We were of the thinking that to internal and client deadlines
Oversee account/project activities; adhering
social media wasn’t the right
 Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting
notes
medium to reach our target
 Day-to-day client contact; leading calls with the client.
audience, but on the contrary,
 Client engagement expectations:
food •and recipes are some
Client calls returned within 2 hours
very •popular topics of 4 hours
Emails responded to within
• Meeting notes within 3 hours of meetings
conversation in social media.‖
• Client follow-up no later than 5 days after receipt of content for review
JOSEPH PEREZ,
 Keep up-to-date on industry and
SENIOR VICE PRESIDENT OF GOYA FOODS consumer trends for application to client strategies and
programming efforts
19

20. ACCOUNT MANAGEMENT:
KEY TASKS
 Oversee account/project activities; adhering to internal and client deadlines
―And so we came to estimates, proposals, memos, timelines, agendas, meeting
 Draft client-facing materials:
notes
realize that we need to be
 Day-to-day client contact; leading calls
there—helping people findwith the client.
 Client engagement expectations:
the food recipes and
• Client calls returned within 2 hours
solutions they're looking
• Emails responded to within 4 hours
for.‖• Meeting notes within 3 hours of meetings
JOSEPH PEREZ,
Client follow-up no later than 5
SENIOR•VICE PRESIDENT OF GOYA FOODS days after receipt of content for review
 Keep up-to-date on industry and consumer trends for application to client strategies and
programming efforts
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22. GOYA FACEBOOK DEMOS
Majority of fans are females ages 25-44 | Over 85% of fans use Facebook in English

23. MOST
ENGAGING
FACEBOOKP
OSTS

24. MOST
ENGAGING
FACEBOOKP
OSTS

25. MOST
ENGAGING
FACEBOOKP
OSTS

30. 1% 1% 1%
4%
TOP
REFERRING
SOCIAL
NETWORKS:
2013 Q3
34%
59%
Facebook
Pinterest
Blogger
Yahoo! Answers
reddit
Twitter

31. THANK YOU
JON FOX – @JONFOX1 – JFOX@FLIGHTPATH.COM
WWW.FLIGHTPATH.COM 212-674-5600
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