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together
Press’s Annual Client Focus Group
go-it-alone,” President Dave Moore explained. “We nd it to be an extremely valuable source of information, and our clients tend to have fun with the process, too. This is the seventh year, and they keep coming back.”
The focus group begins with a detailed presentation of the prior year’s Innovation Plan and completed projects, many of them born from the previous year’s Focus Group. Under the supervision of a professional facilitator, the group discusses their wishes and hopes, successes, challenges, and pain points. Ideas for solutions arise and are meticulously recorded by the VP team. At the conclusion, all participants vote on their top project priorities, information that VP uses to develop the next Innovation Plan.
No idea is too big or small; some projects span several years, and clients serve as project “champions” and help fund the development of larger projects. 
● Culinary programs are a big deal to these foodservice marketing professionals. Participants toured student classrooms and kitchen facilities at the Great Lakes Culinary Institute of Northwestern Michigan College.
● After the tour, the group convened downstairs for dinner with a view of the water. Matt Kenny, a VP account executive, and Josh Haines of Foster Farms share a conversation while waiting for the first course.
● The five-course meal, complete with local wine pairings, was served by students at the local culinary institute. The third course was a sweet corn and ricotta agnolotti topped with crispy mushrooms.
● After dinner, the group took a sunset cruise
on West Grand Traverse Bay aboard the Nauti-Cat, a sailing catamaran. A few kiteboarders were out on the bay, too, taking advantage of the
optimal windy conditions.
● Bonnie Alfonso of
Alfie Embroidery and Dave Moore, VP president. Alfie Embroidery serves VP and several of its clients.
● Members of the VP team pose with Elizabeth Hennell of Smucker’s on the deck
of the Nauti-Cat.
Fall 2014 • Traverse City Marketing Times 23
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