The public corporation that promotes Alaskan seafood globally wants a firm to evaluate its international marketing efforts and gauge the global perception among consumers and the food industry of its products.
The Alaska Seafood Marketing Institute, which spends $8M on PR, advertising and marketing out of a $21.3M annual budget, released an RFP on April 19 for the assignment, which covers several international markets in Europe, Scandinavia, Asia and South America.
A key challenge the state's fishery faces is aquaculture and the perception that farmed seafood is preferable to previously frozen or frozen wild Alaska seafood. The state also works to fight perceptions of overfishing, despite strict sustainability policies and other regulations.
The state uses Trade PR, buyer's education programs, foodservice promotions and chef training seminars, among other marketing efforts. It wants a firm to conduct surveys among consumers, the seafood industry, and the HRI – hotel, restaurant industry .Those results will be analyzed and presented to the ASMI board annually in Juneau.
Proposals are due June 7. View the RFP (PDF).
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