RM Cookbook

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

C

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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10

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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