Program D: Marketing

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Program D: Marketing

Program Authorization: R.S. 56:280.1, et seq.

PROGRAM DESCRIPTION

The goal of the Marketing Program is to increase the contribution of the commercial seafood industry to the economy of the state. The mission of the Marketing Program is to broaden the consumer base for the industry's products, to sustain the levels of production and values for these products and to further value-added processing in the state. This program conducts market surveys, advertises products, participates in trade shows, informs commercial fishermen with a newsletter and counsels processor on health and safety issues. There is one activity in this program, Marketing.

OBJECTIVES AND PERFORMANCE INDICATORS

1. The Seafood Promotion Marketing Program will make available 650 new trade contacts to seafood suppliers during the next fiscal year.

1 The number of trade leads taken has decreased due to fewer trade shows in the seafood industry.

2 Dollar Value is based on a survey of Louisiana processors who reported sales from leads received from the Louisiana Seafood Promotion Board.

3 '97-'98 dollar values were higher due to an aggressive campaign in Asian markets made possible by funds from an EDA federal grant to the LSPMB.

2. The Seafood Promotion Marketing Program, during FY 1998-'99, plans to distribute consumer information and educational materials to 15,000 newspapers and television stations nationwide about the benefits and risks associated with the consumption of seafood.

1 Published news releases are written by LSPMB office and sent through news services to newspapers nationwide. They are re-released periodically throughout the year.

2 Website became operational in the 1997-'98 budget year.

RESOURCE ALLOCATION FOR THE PROGRAM

SOURCE OF FUNDING

This program is funded with Statutory Dedications from the Seafood Promotion and Marketing Fund, and the Oyster Development Fund (Per R.S.39:32B.(8), see table below for a listing of expenditures out of each statutory dedicated fund).

ANALYSIS OF RECOMMENDATION

GENERAL FUND	TOTAL	T.O.	DESCRIPTION

$0	$557,818	4	ACT 18 FISCAL YEAR 1997-1998

			BA-7 TRANSACTIONS:
$0	($50,000)	0	Approved BA-7 for Transferring Alligator Resource Means of Financing to the Office of Wildlife as a technical adjustment to place funding in the proper Office
$0	$138,887	0	Approved BA-7 for International Marketing
$0	$50,000	0	Approved BA-7 for National Marketing
$0	$9,000	0	Approved BA-7 for Recreational Fishing Guides Board

$0	$705,705	4	EXISTING OPERATING BUDGET - December 10, 1997

$0	$34,000	0	Equipment/Major Repairs Adjustment(s) (Replacement +$34,000)
$0	$11,607	0	Annualization of 1997 -'98 Merit Pay Adjustment(s)
$0	$1,893	0	1998 -'99 Merit Pay Adjustment(s)
$0	($920)	0	Retirement Rate Adjustment(s)
$0	($9,000)	0	Transfer of La. Recreational Fishing Guide Board to the Administration program

$0	$743,285	4	GRAND TOTAL RECOMMENDED

$0	$37,580	0	DIFFERENCE (TOTAL RECOMMENDATION AND EXISTING OPERATING BUDGET)

The total means of financing for this program is recommended at 105.0% of the existing operating budget. It represents 98.6% of the total request ($754,159) for this program.

PROFESSIONAL SERVICES

$42,251		Public relations and advertising to promote Louisiana seafood
$150,000		Oyster Development Board to promote the oyster industry by identifying new domestic and foreign markets

$192,251		TOTAL PROFESSIONAL SERVICES

OTHER CHARGES

$15,000		Catering services and chef's fees for seafood promotional displays
$32,299		Catering services and chef's fees for international seafood promotional displays

$47,299		TOTAL OTHER CHARGES

ACQUISITIONS AND MAJOR REPAIRS

$34,000		Replacement of obsolete office computers and associated business equipment

$34,000		TOTAL ACQUISITIONS AND MAJOR REPAIRS

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