Presenter's Material
Marketing Panel Overview
During this session, Melissa McAllister summarized the key findings/deliberations of the Marketing Panel meeting, which took place on Wednesday, October 5th. The Marketing Panel meeting was attended by many top marketing executives from the United States tea industry as well as several foreign countries. The primary goal of this session was to share the successful results of the Tea Council's current public relations program; to review the business plan for 2006-2007; and to help participants understand the rationale behind the U.S. approach to marketing tea & health. Participants explored additional strategies that may help increase the momentum of the campaign and consider how members may best apply some of the Tea Council's strategies to their own marketing efforts.
Melissa McAllister is a vice president/account director at Pollock Communications where she counsels clients in the strategic development and implementation of marketing and nutrition education campaigns targeted to a variety of consumer and health professional audiences. Since joining Pollock Communications in 1997, Melissa has managed publicity and health professional education programs for the Tea Council and has overseen two International Scientific Symposia on the role of tea in the diet with partnership support from key research and governmental organizations. In addition to her work with the Tea Council, Melissa has also executed nutrition education campaigns for a broad variety of food products ranging from orange juice and rice to chocolate.