Transcript Joint Producer Communications Committee

Joint Producer
Communications
Committee
July 31, 2010
Denver
2
Cattlemen’s Beef Board
Producer Communications
Progress Report
July 2010
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
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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
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Paid Media
• Advertising in publications, 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
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Getting To Know Your Checkoff
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Getting To Know Your Checkoff
Innovative auction market effort
• Online feature
• Video advertising
Lead to custom landing pages
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FY’10 Media Plan
Month>
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Beef – print
Beef – interactive
Dairy – print
Dairy – interactive
Dairy – radio
Veal – print
Auction ads
Auction - interactive
Television
AFBF – interactive
QSBC SHARE
MyBeefCheckoff.com
MBC e-newsletters
Social media
Earned media
Direct communication
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Paid Media Results
Dairy Publication
Readex Average Scores
Beef Publications
Readex Average Scores
21%
24%
Found Useful
Found Useful
34%
40%
Read Half or More
CBB Score
21%
33%
30%
Read Any
Issue Avg.
0%
20%
40%
Hoard's Dairyman Oct 25 '09 & March 25 '10
60%
CBB Score
Issue Avg.
58%
65%
Remember Seeing
37%
75%
73%
Saw
80% 100%
0%
20%
40%
Beef Today Mid-Feb & BEEF April '10
2 studies, both in Hoard’s Dairyman. Scores slightly
below average, but given the smaller size of our ad,
scores are strong.
60%
80%
100%
2 studies, Beef Today & BEEF. Scores above average in
all categories.
Auction Market Target
Readex Score
28%
26%
Found Useful
Read Any
29%
40%
CBB Score
Issue Avg.
69%
68%
Saw
0%
20%
High Plains Journal Feb 15 '10
40%
60%
80%
100%
1 study, High Plains Journal. Scores above average in all categories.
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Earned Media Update
• Three quarterly webinars
• Since Oct. 1, 2009 – 97 press releases, audio
releases and Beef Briefs e-newsletters distributed to
media
• Responding to daily media requests, 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)
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Earned Media Update
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2010 media survey (see highlights handout)
March 2010 Farm Bureau article by Robert Fountain
BEEF. The REAL story is YOUR story.
Video news release packages
WDX AgriTalk sponsorship with BQA
Empire Farm Days sponsorship with NYBIC
Tradeshows
Updating social media sites
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Earned Media Benchmarks
• FY09 Meltwater: 4,940 news “hits” from selected
publications. TV tracking: 600 video release
airings
• Editors and broadcasters who find the
information in CBB releases to be timely and
useful (6/10 media survey; 56% of broadcasters;
50% of editors).
• Media e-mail open rate: 66%
• Media e-mail click-through rate: 16%
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Earned Media Brochure
Benchmarks
• Get To Know Your Beef Checkoff … foreign marketing
edition (to date): 18 states ordering (and CBB); 22,000
copies requested
• Understanding Your Beef Checkoff brochure: 18 states
ordering (and CBB); 32,250 copies requested (each sent
brochure holders)
• Beef. The REAL Story Is YOUR Story: 24 states
ordering (and CBB, State Services, Issues Management
and MBA program); 16,000 copies ordered (powerpoint
created, posted in toolkit)
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Direct Communications
Leadership reports, updates, support:
Newsletters
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•
•
•
Beef Board Update (daily, monthly)
Former Board Update (quarterly)
Checking In On The Checkoff (weekly)
Importer News (bimonthly)
Presentation resources,
Customization
• Leadership presentations, speeches
• Meeting and convention scripts, slides
• Topical talking points
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Direct Communications
‘Public’ information:
MyBeefCheckoff.com
Customized landing pages
MyBeefCheckoff Newsletters
Beef Board Annual Report
Response to inquiries
(electronic, phone, mail)
Producer leadership bios,
photos
“Hometowners”
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Direct Communications
• State support:
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–
–
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State PC Blog
Presentation resources
SHARE support
Copies of all Updates to CBB
members
– Talking points through
Checking in on the Checkoff
and topical points
– Newsfeeds, state-specific
newsletters
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MyBeefCheckoff.com
MyBeefCheckoff.com
in FY09 had:
– 47,816 unique visitors
– Viewing 178,071
pages
• And, it also delivered
79,690 pieces of mail!
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MyBeefCheckoff.com
So far, in FY10,
MyBeefCheckoff.com
has had:
– 49,558 unique visitors
– Viewing 191,254
pages
• And, it also delivered
101,330 pieces of mail!
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MyBeefCheckoff.com
• Looking at it another way,
year-to-date:
–Visits – up 46%
–Page views – up 43%
–Newsletters delivered – up 27%
and, they’re being read
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Getting To Know The Checkoff
Through information delivered
by MyBeefCheckoff.com
Oct. ’08 - Sept ‘09 79,690 Items delivered
Oct. ’09 - June ‘10 101,330 Items delivered
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Trade Shows
• Transparent, face-to-face contact:
– AFBF, NCBA, R-CALF, LMA, NFU, NAMA,
NAFB, World Dairy Expo, Dairy Farmers of
America, Ag Media Summit, NMPF/DMI/UDIA
• Expanded trade show opportunities with
state beef councils (Empire Farm Days)
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State Support
• Ad resources: continuous updates of print,
broadcast ad materials
• Presentations: array of presentations,
state and standard templates
• Newsfeed: automatically feed checkoff
news headlines directly to state sites (RSS
feed technology)
• Customized state versions of beef, dairy
editions of MyBeefCheckoff newsletters
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Questions, Discussion
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