Joint Producer Communications Committee

August 3, 2011

Orlando

2

Cattlemen’s Beef BoardProducer 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)

WisconsinDoug & 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)

MichiganKen 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 effortFarm 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 advertisingLinks 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 CommunicationsLeadership 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.comhas 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 deliveredFY ’10 135,154 items deliveredFY ’11 YTD 160,359 items deliveredEst 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 toCBB members

• Talking points through Checking in on theCheckoff, 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• E-mailed 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 PlanMonth> 10 11 12 1 2 3 4 5 6 7 8 9

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 VNRsAnswered every inquiry, every day

Added >5,000 friends, fans, followers

Shows BQA Schedule

27

Questions, Discussion