1. Measuring Results Other Research Completed

2. Readex Study Results Summary FY ’10 Beef, Dairy & Auction Market Targets 2 studies, both in Hoard’s Dairyman. Scores slightly below average, but given the smaller size of our ad, scores are strong. 2 studies, Beef Today & BEEF. Scores above average in all categories. 1 study, High Plains Journal. Scores above average in all categories.

3. Beef Publication Readex Results FY ‘10 Ads in both publication’s Readex studies performed very well, with our ads scoring above the average in most categories Our Page 4/C ad in Beef Today was measured with 48 other ads Notably, our ad was the #1 top scoring ad in the Found Useful category Our Page 4/C ad in BEEF was measured with 31 other ads Also notable, our ad was the #5 top scoring ad in the Read category and the #3 top scoring ad in the Found Useful category

4. Dairy Publication Readex Results FY ‘10 Our ad scores were slightly below average in both Hoard’s Dairyman Readex studies compared to all ads in each issue In the Oct issue our ½ page 4/C ad was measured with 29 other ads, 26 of which were larger than our ad In the March issue our ½ Page 4/C ad was measured with 21 other ads, 18 of which were larger than our ad Given this fact, we are pleased with our ½ Page ad scores When our ½ Page scores are compared only with other same size ½ page ad scores over the last 7 Readex studies conducted by Hoard’s, our scores are actually above that average in the Saw and Read categories, and just 1% below average in the Found Useful category

5. Auction Market Target Ad FY ‘10 Our ad in High Plains Journal was strategically placed within the Livestock Section and on the page that listed the dates of upcoming auctions Our ad size was a ¼ tabloid black and white ad, the smallest studied ad in this Readex study Our ad was measured with 16 other ads in the issue Our ad scored above average in all categories Notably, our ad was the #2 top scoring ad in the Read category

6. FY ‘10 BEEF E-Blast Summary Producer feedback E-blasts focus on topics producers can respond to via a survey or question Respondents were eligible for a prize drawing Content included many links to landing pages on MyBeefCheckoff.com Sign up for My Beef Checkoff monthly e-newsletter, producer testimonials, state beef council links The quarterly e-blasts to BEEF’s opt-in subscriber base were each followed by purchased impressions on the BEEF website corresponding to the topic of the prior e-blast Results for 3 e-blasts 12,315 e-newsletters opened 1,204 clicks on the survey link 1,819 clicks on all links included in the e- newsletters 14.8% average click-through percentage on all links

7. FY ‘10 Vance Quiz Summary Producer Education Quizzes are quarterly and designed to educate beef and dairy producers about the Beef Checkoff Quiz links are placed on these websites and E-newsletters: Cattlenetwork.comDairyHerd.com Drovers.comDairy Alert Drovers Alert Producers find answers to quiz questions via links to landing pages on MyBeefCheckoff.com Producers can also opt-in to subscribe to the beef or dairy version e-newsletter My Beef Checkoff News Results 340,000 beef & dairy producer impressions 639 respondents to quizzes – 53% beef; 47% dairy 455 new My Beef Checkoff News opt-in subscribers – 60% beef; 27% dairy; 12% both 70% of quiz respondents also signed up for the beef or dairy version e-newsletter

8. Electronic Metrics Overview The focus for paid electronic ads on livestock websites and in E-newsletters is to feature beef & dairy producer testimonials with the same look as our print advertising Throughout the year quizzes, surveys and program-area messages are also featured – Ads are updated frequently throughout the year to keep messaging fresh in order to drive traffic to the website Following are metrics for paid website and e-newsletter advertising for the period October ‘09 – May ‘10. – Metrics will be updated at the end of the fiscal year

9. Website Metrics Oct ‘09 – May ‘10 Ads are placed on livestock publication & association websites including BEEF, Cattlenetwork, High Plains Journal, Successful Farming, Progressive Farmer, Hoard’s Dairyman And on internet auction websites Cattle USA & DV Auctions 1.8 million impressions - views of pages that included our ad 3,500 ad clicks - website users who clicked on our ad & were directed to a page on MyBeefCheckoff.com Ad click-through percentage is 0.19% - well above the industry average of 0.11%

10. E-newsletter Metrics Oct ‘09 – May ‘10 Ads are placed in newsletters with content written for and distributed to livestock producers Beef Today’s Cattle Drive, Progressive Farmer’s CattleLink, Dairy Today eUpdate, Dairy Herd Management’s Dairy Alert Ads have been included in 235,000 opened newsletters 539 ad clicks – newsletter recipients who clicked on our ad & were directed to a page on MyBeefCheckoff.com Ad click-through percentage is 0.23% - well above the industry average of 0.11%

11. 11 USFR Pre/Post Surveys: Purpose Benchmark awareness of and perceptions about the beef checkoff before ads began running during Baxter Black’s “Out There” program on U.S. Farm Report Benchmark awareness of and perceptions about the beef checkoff after ad schedule during Baxter Black’s “Out There” program on U.S. Farm Report was completed Contribute to ongoing benchmarking of key questions from Producer Attitude Survey

12. 12 RESULTS Awareness of TV show, Baxter Black’s “Out There” Beef: n = 123, 107 Dairy: n = 83, 63 Do you watch U.S. Farm Report? Do you recall watching Baxter Black’s “Out There” program during the U.S. Farm Report? Pre Post Percent of respondents Pre Post Beef: n = 158, 145 Dairy: n = 120, 89

13. 13 RESULTS Recall hearing about beef checkoff during program Beef: n = 57, 58 Dairy: n = 34, 29 Do you recall hearing about the Beef Checkoff Program during Baxter Black’s “Out There” program? Pre Post Percent of respondents

14. 14 RESULTS MyBeefCheckoff.com Beef: n = 158, 46 Dairy: n = 120, 46 Have you ever heard of a Web site called “MyBeefCheckoff.com”? When looking for information about the Beef Checkoff Program, have you visited MyBeefCheckoff.com? Pre Post Percent of respondents Pre Post Beef: n = 158, 143 Dairy: n = 120, 88

15. 15 USFR Conclusions ¾ of respondents watch U.S. Farm Report at least monthly –Increase in producers recalling Baxter Black’s “Out There” program (beef: 24% → 41%; dairy: 23% → 25%) –More beef producers recall hearing about the checkoff during the program “yes” 25% → 32%; “no” 32% → 12% Little change among dairy producers Significantly more producers have heard of MyBeefCheckoff.com –Dairy: almost doubled (28% → 52%); beef: 20% → 32% –About ¼ of respondents have visited the Web site for checkoff information Ratings for all checkoff parameters were similar or down slightly in June 2010 vs. September 2009 –Beef producers gave better approval ratings than dairy producers –Statement creating the most neutral/uncertain response is “beef checkoff program is well-managed” –Many things, including advertisements on the “Out There” show, contribute to producer attitudes toward the checkoff

16. 16 Ad Testing Survey: Purpose Understand perspectives about three new versions of MyBeefCheckoff Can ad –Stopping power –Message communication –Likeability –Planned action –Ranking of preference –Suggestions for improvement

17. 17 Ads Tested

18. 18 RESULTS Main Message In your opinion, what is the main message of this ad? Ad A: n = 57 beef Ad B: n = 65 beef Ad C: n = 69 beef Percent of respondents

19. 19 Conclusions, Next Steps THE NEXT AD Start with Ad C Retain –Large photo that includes “context” to ensure clear understanding of situation –Headline content that includes benefit –“Real people” – photo, signature, testimony, callout at bottom –Easy-to-follow ad flow Adjust –No script type in headline long lines of copy –Shorten ad text –Ensure body-copy type size is large enough –Avoid “beef eaters” in headlines

21. 21 QSBC Survey: Purpose Understand use and value of CBB-provided services –MyBeefCheckoff.com QSBC toolkit –National and custom advertising –News releases –E-newsletters –Webinars Learn about QSBC approaches to producer-communications –Resources allocated –Activities Most-effective/least-successful initiatives Invite suggestions for improvement Benchmark, then track perspectives

22. 22 Survey design, response Methodology, timing –Online survey –Data collected in June 2009, June 2010 –Anonymous responses Respondents –Targeted QSBC executives –2009: 28 (62%) –2010: 32 (71%) 2009, 2010 2010

23. 23 MyBeefCheckoff.com More QSBC Execs are familiar with MyBeefCheckoff.com (52% → 75%)

24. 24 MyBeefCheckoff.com Most agree staff should be listed on site (’10) –71% do this (’09) Half agree board members should be listed (’10) –46% do this (’09) Suggested improvements (’10) –Regular updates * –Improve search capabilities * –Section w/ current media- promotion activities –All-inclusive PowerPoint; quality & substance of messaging * * Done

25. 25 QSBC Toolkit Half use toolkit at least monthly, sometimes weekly or more often (20% never use) Majority find these areas useful –Presentations –Ads, logos, ready-to-use files –Current forms, policies, bylaws, compliance information TV ads important for 20%; unimportant for 40% Early use of new tools –Majority have neutral/no opinion –Newsreader to update QSBC site: 23% agree it’s easy –State version of My Beef Checkoff News: 14% will use; 38% will not –Producer-communications blog: 7% find helpful; 30% do not

26. 26 Paid advertising More using national ad resources (57% → 72%) Will continue / might start using (68% → 88%)

27. 27 Media outreach

28. 28 E-newsletters Most receive Checking In On The Checkoff (97% → 94%) ; Beef Board Update (77% → 84%); MyBeefCheckoff News (61% → 74%) 1/3 know how to change subscription preferences electronically

29. 29 Beef Board Update Suggested improvements Candid, consistent communication after meetings –Increase awareness –Reduce surprises Less political messaging; more focus on existing firewalls E-mail information vs. signups/passwords More timely, newsworthy info Make more creative, interesting

30. 30 Webinars 81% have viewed live/recorded webinars 40% consider webinars extremely helpful 42% prefer quarterly Webinars – High marks also for bimonthly, as-needed frequency Suggested topics –Using website tools –What QSBCs are doing successfully –Maximizing producer communications (PC) on a limited budget –Incorporating PC and compliance, using messages that don’t offend –Current checkoff projects, expenditures –Communicating survey data re. consumer preferences –Annual-report production and support

31. 31 Amount of information

32. 32 QSBC dedicated PC staff Full-time equivalent (FTE) 2009-10 FY 2008-09 FY

33. 33 Trade public relations (84%) Auction-market presence (81%) Meetings about the checkoff (69%) Sponsorships (66%) Paid advertising (63%) Other (31%) –Exhibits at trade shows, beef sales –Consumer radio ads –Direct mailings, e-updates –Annual report in trade pubs –Outreach to market operators –Monthly articles State PC Activities

34. 34 n = 23, 22 Annual beef educational conference Producer meetings Consumer radio spots during drive times Dairy BQA meeting w/ Dr. Gary Smith Bullet points for 1-on-1’s at producer meetings Ads on ag radio and producer publications Producer-panel discussing checkoff programs Guest speakers from national checkoff Newspaper column personalizing state activity BQA program involving youth Direct mail re. checkoff & private-treaty sales Regular auction-barn visits to create relationship Teaching producers to prepare value cuts for meetings Newsletters Adding checkoff slides to ongoing presentations Biweekly 4-minute radio spots MyBeefCheckoff Web site and messaging ‘Most effective’ state activities

35. 35 ‘Least effective’ state activities n = 23, 22 Farm Days presence Event sponsorships Trade shows Annual report: high cost, low readership Display at dairy meetings Printed materials: we must provide, but few read Meetings about the checkoff Magazine ads: passive, expensive Radio ads, sponsorships of traffic & weather Stand-alone, checkoff-specific meetings Newsletters (expensive) E-mails: invalid addresses, need catchy subjects Beefmobile: effective, but small reach Buyer cards: good to help auctions, but not for P.C. Livestock market meetings Direct mail

36. 36 Suggested national changes Non-glossy, b/w, quick-read messages to print as enclosures to remitters Share P.C. messages at BQA and other programs * Continue providing bullet-point facts – not editorial – about checkoff programs * Directly provide information to collection points, extension for dissemination * Give QSBCs easy-to-access information; don’t make me look for things * Continuing ad presence re. checkoff benefits; most don’t spend time at computers * Provide list of e-newsletters, news releases & intended audiences monthly * Spend less on producer communications and more on programs that sell beef Target all producers; not just those in small-checkoff-revenue states * Use grassroots efforts rather than all social media; many producers don’t use social media Scaled-down version of annual report in brochure format More pieces to tell checkoff stories and successes * Way to cut/paste items from Importer Checkoff Newsletter for producer letter Home page: feature brief, multiple bullet points with key takeaways re. activities Continue documenting checkoff’s ROI to industry through clear messages * * Done

37. 37 Questions, Discussion