Proposed PC Plan Of Work For 2011

2 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.

3 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

4 Tactic 1A: Communications Integrate paid media with earned media opportunities/value-adds Leverage MyBeefCheckoff.com Reach producers when and where they are seeking business information, using a mix of proven media Bring consistency – strategic, year around Maximize effectiveness Continue to seek measurability Get the most out of your investment Tactic 1A: $820,000

5 Getting To Know Your Checkoff

6 Tactic 1B: Conduits Integrate paid media with direct contact with producers, importers Leverage auction alternatives – the point of sale and an important ‘teaching opportunity’ Maintain appropriate national sponsorships, presence at key industry trade shows Work with states to leverage ‘local’ auction, organizational opportunities Tactic 1B: $230,000

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

8 Getting To Know Your Checkoff Extend innovative auction market efforts Online features Video/online ads Leading to custom landing pages

9 Tactic 1C: State Partnerships State toolkit offers variety of materials, added value, Webinars and ad resources –State ad customization Access to, support on MyBeefCheckoff.com –Customized e-newsletters –News feeder to keep Web presence fresh –Social networking and other new opportunities Funding set aside specifically for state/regional paid media emphasizing value-added extensions in earned, co-op opportunities Tactic 1C: $320,000

10 Getting To Know Your Checkoff Extend ad efforts Target states/regions Value-added features Customization Improved communication

11 Tactic 1D: Attitude Research ‘Winter’ survey: longer, focuses on ‘basics’ and longer-term attitude tracking ‘Summer’ survey: focuses on program priorities, issues Allow/encourage state heavy-up Additionally, seek ‘research opportunities’ with media partners, others Tactic 1D: $80,000

12 FY‘11 Estimated Budget TacticBudgetChange 1A:Communications: paid media, earned media, MBC.com $820,000$38,000 1B:Conduits: paid media, direct communications, livestock market resources/support, trade shows 230,00010,000 1C:State: MBC access/online support, state-regional paid/earned media 320,00060,000 1D:Producer attitude research80,0000 Implementation350,0000 Total$1,800,000$108,000

Questions, Discussion