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3 Critical Success Factors Producers, importers trust that the beef checkoff is well-managed and they feel a sense of ownership in the checkoff Auction-market operators and producer organizations are motivated to serve as conduits of checkoff information CBB and state beef councils work together seamlessly to deliver consistent, cohesive communications to checkoff investors and stakeholders
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Cattlemen’s Beef BoardProducer Communications
Progress Report
January 2009
2
JPCC Priorities• Highlight checkoff efforts on nutrition, safety,
research, promotion, and international marketing; increase understanding of how checkoff works
• 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
• Auction-market operators and producer organizations are motivated to serve as conduits of checkoff information
• CBB and state beef councils work together seamlessly to deliver consistent, cohesive communications to checkoff investors and stakeholders
4
Getting To Know Your Checkoff
5
FY’09 Media PlanMonth> 10 11 12 1 2 3 4 5 6 7 8 9
Beef – print
Beef – interactive
Dairy – print
Dairy – interactive
Veal
Auction ads
Auction - interactive
Television
AFBF – interactive
QSBC SHARE
MyBeefCheckoff.com
MBC e-newsletters
Earned media
Direct Communication
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MyBeefCheckoff.com• MyBeefCheckoff.com
is ‘linked’ directly to and supports all other communication efforts:– Paid advertising– Direct communications– Trade media– Trade show, online
efforts
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MyBeefCheckoff.com• MyBeefCheckoff.com,
in its first six months had:– 19,500 unique visitors– From 650 different
sources– Viewing 86,500 pages– During 29,200 visits
• And, it also delivered 32,000 pieces of mail!
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Getting To Know The CheckoffInformation delivered through MyBeefCheckoff.com
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Getting To Know The CheckoffInformation delivered through MyBeefCheckoff.com
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Public Newsletters
11
Leadership Newsletters
Trade Media Update
Discussions
Questions?