I N T R O D U C I N G
Home for Dinner Celebrate family, food and great company in a storytelling charity cookbook with Canada’s top chefs
L ET ’S
GE T
CO O K I N G!
Cookbook Concept The HOME FOR DINNER cookbook will incorporate favourite recipes from the house, elite chefs from across Canada, as well as tell the important stories of community heroes, families, care providers and athletes and celebrities involved with Ronald McDonald House charitable programs. The primary goal of this fundraising initiative is to ensure maximum profitability for the participating Ronald McDonald House chapters through a creative sales & sponsorship program and direct to consumer e-commerce sales.
100% of the proceeds from the sale of each book go directly towards the RMH House.
The Fresh Air team will produce a stunning and engaging cookbook that resonates with audiences, readers and donors.
2
ED ITO R IAL
S E C TI O N S
20%
REGIONAL CONTENT Each participating House will have 32 pages of editorial, plus covers, to custom tailor the book to each regional market.
TOPICS CEO Welcome Message Local Heroes House History Family stories and profiles Staff or volunteer spotlight
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S E C TI O N S
Chefs
rob feenie
OOKS
C
HEN
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SHARED EDITORIAL
Chef Rob Feenie
IN TH
30%
14
E KIT
ED ITO R IAL
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Approximately one-third of the cookbook will feature stories that will resonate with all markets and audiences.
story by john smith
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TOPICS Celebrity (donor) spotlight Master Chef profiles Family meals in the house Heroes profile (i.e. Firefighters in Kitchen) Kids in Kitchen story Medical spotlight and/or Doctor profile
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4
ED ITO R IAL
S E C TI O N S
50%
ORIGINAL RECIPES Nearly half of the book will feature exclusive recipes provided by awardwinning chefs from across the country.
TOPICS
Master Chefs intro (10) 5x recipes from Chefs Protein section Vegetarian section Soups & Salads section Desserts section
5
ED ITO R IAL
&
STO RYLI N E S
Chef Profiles &
EXCLUSIVE RECIPES
6
ED ITO R IAL
&
STO RYLI N E S
Heroes &
HOUSE STORIES
7
ED ITO R IAL
&
STO RYLI N E S
50+
ORIGINAL RECIPES for HEALTHY EATING
8
ED ITO R IAL
&
STO RYLI N E S
Inspiring FAMILY STORIES
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BU S INESS
M O D E L
Production fees includes the following:
E X P E N S E
QUANTITY (5,000) Production Printing
# HOUSES
COST/ HOUSE
$56,500
10
$5,650
$200,544
10
$20,054
TTL COST
TOTAL (per house)
$25,704
EDITORIAL / DESIGN * Layout, design and production. * Management & commissioned writers and photographers. * Licenses for all images and fonts. * Copy editing and style management. * Printing and pre-press. * Food team photography, food prep, styling.
DISTRIBUTION / FULFILLMENT
R E V E N U E
ITEM
* * * * *
M O D E L
Unit
Unit Cost
Total / HOUSE
Turn-key distribution and fulfillment. Direct sales via online sales. Inventory management and reporting. Online branded e-commerce site. Warehousing and distribution of inventory.
SPONSORSHIP & SALES
8
$10,000
$80,000
* RMH client outreach for sponsorship & project partners * Fresh Air client outreach for sponsorship partners.
Corporate Sales
$800
$15
$12,200
CHEF & RECIPES
Pre-sales
1,250
$27.50
$34,375
Direct sales
2,142
$35
$74,970
Sponsorship
TOTAL (per house)
* Outreach to Master Chefs and respective PR agencies. * Management of chef relationships. * Chef recipe acquisition, licensing and contracts.
$201,345
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PRO D U C T ION
P LA N N E R
FUNCTION
DATE
Conference call with all participants
Sept. 7, 2018
Editorial & project brief distributed
Sept. 15, 2018
House deadline for project involvment
Oct. 1, 2018
Sales & sponsorship outreach
Sept. 15 – Dec. 1
Editorial & Production meeting (each house)
Oct. 1 - 15, 2018
Editorial deadline (from each House)
Nov. 15, 2018
Recipe from chefs deadline
Feb. 1, 2019
Photoshoot (FOOD team)
Feb. 15, 2019
Proof 1 (RMH review – each House)
Mar. 15, 2019
Proof 2 (RMH review – each House)
Mar. 22, 2019
Files approved
April 5, 2019
Press upload
April 12, 2019
Publication date
May 1, 2019
About the Publishers:
P R O D U C T I O N S
Fresh Air is a publisher and content production company, specializing in consumer brands with aspirational lifestyle media. Fresh Air has produced over 150 custom publications since 2009, including Harley-Davidson’s HOG Magazine, Inspired Cooking, Indochino Times, S-Magazine, Fit to Ski book, GolfTown Magazine, MatchPoint and Sporting Life Magazine. The publications range in focus from: fashion, cooking, lifestyle, travel, sport, outdoor adventure, business and consumer. In 2016, Fresh Air produced Inspired Cooking, a charitable cookbook for Inspire Health. The book was a smashing success both in terms of sales, fundraising and feedback on the overall product. See: inspiredcooking.ca
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