October 2016
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Welcome New Members
ASSOCIATE
Patricia Nyikos
Nyikos Associates

Amanda Nyikos
Nyikos Associates

CORPORATE


EDUCATION PROVIDER
Correction
Our apologies to Emalee Berry whose name was misspelled in the September issue of the Direct Connection.  Emalee is a consultant with Camacho Associates and is a new Associate Member of FCSI. Welcome Emalee!
2017 Sponsorship Opportunities
FCSI-TA Corporate members, are you looking to increase your exposure in the coming year? From sponsoring the Symposium to this newsletter, and even a Latin America Conference in 2017, there are multiple opportunities to network with and talk to FCSI Consultants. 
Save the Date
New York, NY
November 13-15
FCSI is presenting and exhibiting

St Georges Golf and Country Club in Toronto
December 8 at 6:30pm

Solutions 5 Conference
Redmond, Washington
January 20, 2017

FCSI TA Symposium
Orlando, Florida prior to the NAFEM Show
February 7-8, 2017
Opening Party
Tuesday, February 7
Education & Networking
Wednesday, February 8


Orlando, Florida
February 9-11, 2017

MARKETING: HOW MUCH IS ENOUGH?
Ken Schwartz, FCSI
What is the best approach to marketing your brand? That question should lead to the next question. What is your brand? Most people think they know what their brand is in terms of the products or services they offer until they are asked to describe their brand. So, describe your brand to yourself and to your colleagues and have them do the same for you. It is not so easy. If you stumble when attempting to describe your brand to yourself then imagine how that message is now being conveyed through your current marketing effort!

Marketing approach, marketing vehicles, marketing opportunities change constantly almost daily. Therefore, what worked a day ago, a year ago, or several years ago, probably will not be effective tomorrow. So, what is the right answer? We all are aware of the impact of social media. But how does our participation in social media really help promote our brand and how can our efforts be converted to actual profit generating business? My social media friends will cringe, but how much is enough? Search engine optimization, targeted content are terms we all have heard, but how do we effectively and efficiently define, market and convey our brand? Furthermore, it is important to target the right audience versus taking a global online shotgun approach, which does provide traffic and interest, but is it really being viewed by the right audience/person?

So where do you start? Create a marketing plan which includes who are we, what do we do, where do we want to tell our story, who do we need to know about us, what is our marketing budget, and what is our market schedule. An investment in marketing is long term. In most cases, it is difficult to calculate a return on this investment; however, developing the right tools to convey your brand will have long term benefits.
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Tampa Magazine  approached Ken to highlight him and his business. You can check  out the article here -  Kitchen Wizard: Ken Schwartz and the Magic Behind Creating Destination Dining
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If you have been featured in an article, authored an article or other piece, let us share it here! Contact Kimberly
MEMBERSHIP RENEWAL - CONTINUE THE JOURNEY WITH US IN 2017

It's that time again!  Be sure to check your inbox next week for your FCSI membership renewal statement.
The Americas Board of Trustees is excited to announce no dues increase for 2017.
Renew before the end of the year to be entered in to a drawing for a Visa gift card and other awesome prizes! 

We look forward to continuing to serve you in 2017.
2017 SOLUTIONS 5 CONFERENCE
Food...the Next Generation
Friday, January 20, 2017 ~  The Microsoft Campus ~  Redmond, WA

The Solutions 5 Conference (formally Solutions 3) is brought to you by ACFSA (Association of Correctional Food Service Affiliates), AHF (The Association for Healthcare Foodservice), FCSI (Foodservice Consultants Society International), NACAS (National Association of College Auxiliary Services & SHFM (The Society for Hospitality & Foodservice Management).
 
Details will be shared as they are confirmed. Looking forward to seeing you there as we explore the next generation of food in our industries as it relates to generational trends, technology, wellness, food waste & feeding the world!


  2017 FCSI-TA SYMPOSIUM
Join us prior to the NAFEM Show as we explore how to break a few bad habits (we all have 'em) and break through!   We will kick things off at a private party at SeaWorld followed by a full day of education that will focus on breaking bad business habits and offer new ways to approach eery day practices. 

About the Symposium 
We've set the bar pretty high! Feedback from our past three events has indicated that attendees are thrilled with the  education sessions being offered by FCSI-TA.  The Symposium will be no different, and in fact, we may have outdone ourselves!  

The education program will include  former FBI kidnapping negotiator, Chris Voss, who will share counter-intuitive communication skills for success, sessions on how to get higher fees for your services and how to improve your proposal writing process, updates on AIA contracts, trends in senior living foodservice programs, an overview of apps and technology tips to increase productivity, a crash course in how to navigate the NAFEM Show exhibit floor, and a look into the future of foodservice with  Demography and Generational Marketing futurist, Ken Gronbach.

Registration Details                             Sleeping Rooms

Opening Party - SeaWorld
February 7, 2017, 6:00-9:00 pm 
Enjoy unlimited rides on the brand new Mako roller coaster

We look forward to seeing you in Orlando! 
THE NAFEM SHOW  
Free Badge and a $500 Scholarship for Consultants
When registering for the NAFEM Show, select 'Buyer' rather than 'Supplier'.  When prompted, indicate if you are a KES or MAS consultant. Prior to check out you will be prompted for a code - enter FCSI17 to ensure your complimentary badge.
 
You may be eligible for a $500 scholarship!  Continue the registration process to apply.
 
NOTE: If you are attending the FCSI Symposium February 7 and 8, you do not need to purchase a NAFEM kick-off party ticket for Wednesday evening - Consultants attending the Symposium will receive a complimentary ticket to the NAFEM kick-off party upon check in for the FCSI program.
THANK YOU TO OUR SYMPOSIUM SPONSORS TO DATE

Platinum
                              
                      

Gold
                            
Silver

Channel Manufacturing                            Eloma North America
Follett Corporation                                  Gaylord Industries

Corporate Members
Don't miss the opportunity to sponsor the Symposium!  Learn more about sponsorship   here .
FCSI SHOWCASING MEMBERS AT HX SHOW
November 13-15 - New York, NY


Be sure to stop by the FCSI TA booth at the HX show or sit in on one of our education sessions:

FCSI members receive complimentary admission to HX 
Use promo code FCSI16 when you register.

Foodservice Pioneering Concept Winner
Foodservice design and consulting firm, FOODESIGN Associates, of Charlotte, NC, has been selected by an industry panel of judges as the winner of the 2016 Foodservice Pioneering Concept competition sponsored by HX: The Hotel Experience. Full Release

The winning concept, "ReFresh-Eatery and Market", provides a fresh, healthy made-to-order alternative to fast food options typically found in a food court or public space, and uses the latest technology through cooking, iPad and mobile-app ordering. The concept provides a retail component for take home, along with a made-to-order quick-service for customers who want to dine at the location. Learn more about ReFresh  here.

FCSI-TA's WEBTV SHOW

The first WebTV series of its kind, BUILT., allows FCSI The Americas consultants the opportunity to offer viewers tricks of the trade and the best brand consultant advice - knowledge every innovative leader craves, all in bite-sized, entertaining pieces.

FCSI TA SOUTHEAST CHAPTER HOLDS NETWORKING RECEPTION
The Southeast Chapter of FCSI TA got together at the Hilton Atlanta Downtown hotel on Wednesday, September 28  for a chapter meeting. During the meeting they discussed lessons learned from planning a larger event this year, future goals, as well as how to encourage participation in this still growing chapter. A few of the consultant members also had the opportunity to stay on in Atlanta for a two-day training session offered by Unified Brands. Thank you to everyone who was able to make it out and to Unified Brands for helping to create a spectacular event.

Southeast Chapter Contacts
Chapter Co-leader:  Jennifer Murphy , Street Collaborative
Chapter Co-leader:  Anja Kuechenmeister , Camacho Associates
CHAPTER CORNER
Check out what's happening in your chapter!
Contact your chapter leader if you are interested in getting involved.

Chapter Leader:  John Radchenko, FCSI (PP) , Van Velzen + Radchenko Design Assoc.

UPCOMING EVENT: The next function for the Canadian Chapter will be their Annual Christmas Cocktail evening on Thursday,  December 8 at 6:30pm at  St Georges Golf and Country Club in Toronto. For more information, contact Cathy Sommers.

Chapter Co-leader:  Peg Galie , S20 Consultants
Chapter Co-leader:  Trish Jass , Rippe Associates

LEADER NOMINATIONS: UMW Chapter Leader nominations are being accepted through November 2nd.  Contact current Chapter Leaders, Peg Galie or Trish Jass for information about roles and responsibilities or to submit a nomination.
 
Chapter Leader:  Ed Arons, FCSI , Colburn & Guyette Consulting Partners, Inc.
 
Chapter Leader:  Jill Bierman, FCSI JBK Consulting & Design, Inc.

Chapter Leader:  Gina Brinegar , Webb Foodservice Design

Chapter Leader:  Kelly Marinick, Hoshizaki America

Chapter Co-leader:  Jennifer Murphy , Street Collaborative
Chapter Co-leader:  Anja Kuechenmeister , Camacho Associates

Chapter Co-leader:  Juan Matamoros, FCSI, Gastrotec
Chapter Co-leader: Sergio FrotaSF Frota Consultoria
A SPECIAL THANKS TO OUR 2016 
DIRECT CONNECTION SPONSORS