Joint Producer Communications Committee August 3, 2011 Orlando

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Cattlemen’s Beef Board Producer Communications Progress Report August 2011

4 JPCC Priorities Highlight checkoff efforts on nutrition, safety, research, promotion, and international marketing; increase understanding of how checkoff works and the requirement that all producers comply.* While continuing to inform producers who are knowledgeable about the checkoff, target less informed groups of beef, dairy and veal producers and increase understanding of how checkoff works; explain how the checkoff benefits them and their role as stakeholders through a variety of delivery methods. *2/11 addition

5 Critical Success Factors Producers, importers trust that the beef checkoff is well-managed and they feel a sense of ownership in the checkoff through: –A national communications program that delivers continuous flow of relevant information –Auction-market operators and producer organizations motivated to serve as conduits of checkoff information –CBB and state beef councils working together seamlessly to deliver consistent, cohesive communications to checkoff investors and stakeholders

6 Paid Media Advertising in publications, radio, online resources and other media that beef and dairy producers rely on for information about their industry Transparent, consistent Producers talking about their checkoff Based on annual RFP process

7 Get To Know Your Checkoff

8 Donnell Brown (seedstock) Robert Fountain (cow-calf) Dave Petty (cow-calf) Jeff Clausen (feeder) Gary & Donna Sharp (dairy/beef) Larry Schnell (auction market) Wisconsin Doug & Linda Hodorff (dairy) Chirs Landwehr (veal) Pat Kilsdonk (veal) California Jim Warren (auction market) Brad Scott (dairy) Ted Greidanus (calf raiser) Lucy Rechel (feeder) Luke Woelber (dairy) Michigan Ken Nobis (dairy) Dan Javor (dairy) Pennsylvania Phoebe Bitler (dairy) Joyce Bupp (dairy) John Ligo (dairy/beef) Jurian Bartelse (veal) O.D. Cope (cow-calf) Ray Krones (veal) Roger Butler (dairy/beef) Dan Hinman (feeder) Linda & Doug Hodorff (dairy) CBB Producer Testimonials Completed interviews In-progress interviews

9 Regional Ad Pilots In FY’11, we have ‘filled in’ national coverage with: –NE and SE multimedia supplemental buys to add radio (ads, billboards), print, online and interviews –Western print, online buy –Additional regional focus, interest and coordination in national program –Emphasize key messages regionally

10 BQA/PC Advertising Partnership In FY’11, BQA and PC shared an expanded schedule, a coordinated design/theme, added a local/regional focus when appropriate, built in BQA metrics States, BQA report results have ‘far exceeded expectations; will increase effort Farm Progress online module

11 Conduits Direct advertising Direct communication Targeted face-to-face, teaching opportunities With states, leverage access, relationships Seek innovation Trade shows, sponsorships

12 Getting To Know Your Checkoff Innovative auction market effort Online feature Video advertising Links lead to custom landing pages

13 Trade Shows Transparent, face-to-face contact: –World Dairy Expo, AFBF, NCBA, NFU, NAMA, LMA, Dairy Farmers of America, Ag Media Summit, R-CALF, NAFB, NMPF/DMI/UDIA Expanded trade show opportunities with state beef councils (Empire Farm Days)

14 Earned Media Three quarterly webinars On track to deliver more than 125 mailings to media, yielding 5,000 YTD media placements Responding to story and interview requests Monthly MBC e-newsletters, beef and dairy versions Monthly Cattlenetwork interview Bi-weekly Dairyline radio interview (producers and state beef council staff) Coordinating producer interviews in support of regional paid media pilots

15 Earned Media 2011 media survey (more results later) BEEF. The REAL story is YOUR story. Video news release packages Dairyline sponsorship Empire Farm Days sponsorship with NYBIC Tradeshows Updating social media sites

16 Direct Communications Leadership reports, updates, support: Newsletters Beef Board Update (current) Former Board Update (quarterly) Checking In On The Checkoff (weekly) Importer News (bimonthly) Presentation resources Leadership presentations, speeches Meeting, convention scripts/slides Topical talking points

17 Direct Communications ‘Public’ information : MyBeefCheckoff.com Customized landing pages MyBeefCheckoff Newsletters Beef Board Annual Report Producer leadership bios, photos “Hometowners” Response to inquiries –(electronic, phone, mail)

18 MyBeefCheckoff.com In FY’11, MBC.com has had: –55,419 unique visitors, ↑18% –Viewing 204,924 pages, ↑14% –In 82, 673 visits, ↑22% It also delivered 160,359 pieces of mail, ↑58% Site makeover will be completed in FY’11

19 Getting To Know The Checkoff FY ‘09 79,690 items delivered FY ’10 135,154 items delivered FY ’11 YTD 160,359 items delivered Est FY’11 ~214,000 items delivered Through information delivered by MyBeefCheckoff.com Industry averages

20 Repurposing content: –Custom newsletters –Rebroadcasts through other media –RSS feeds –Adds another 50,000 subscribers Extending MBC News Further

21 State Support New State Toolkit Presentation resources Copies of all Updates to CBB members Talking points through Checking in on the Checkoff, topical points Newsfeeds, state- *2/11 addition specific newsletters

22 Free Stuff For States Two brochures: Understanding Investment Series of brochure- stuffer-newsletters: Foreign marketing BQA Influencers Safety Promotion Brochure holders Also provided directly to livestock markets

23 Brochure Results Get To Know Your Beef Checkoff … brochure/stuffer: 22 states ordering (and CBB); more than 200,000 copies of five editions requested Understanding Your Beef Checkoff brochure: 18 states ordering (and CBB); 32,250 copies requested (each sent brochure holders)

24 Free Stuff For States State-specific e-newsletter: Your masthead Your optional content National checkoff news ed monthly Your cost: staff time for your content News reader: Your design National checkoff news delivered daily Your cost: installing widget

25 State Partnerships Extend national ad efforts Target states/regions Value-added features Customization Improved communication

26 FY’11 Communications Plan Month> Beef print Beef interactive Dairy print Dairy interactive Dairy radio Veal print Auction ads Auction interactive Television AFBF interactive Regional print/radio MyBeefCheckoff.com MBC e-newsletters Social media Earned media Direct communication Deliver >25 m impressions >270,000 pages viewed during >110,000 visits, ↑22% Delivered >214,000 pieces of mail Placed >5,000 articles; air >600 VNRs Answered every inquiry, every day Added >5,000 friends, fans, followers Shows BQA Schedule

27 Questions, Discussion