1. NSB’s Consumer Outreach Andy Chvatal Industry Relations

2. The View from the Top We generally divide our consumer outreach between two audiences: – General outreach – Targeted outreach

3. General Outreach Some of our general outreach includes: – Bioproducts – CommonGround – Consumer Videos – Soyfoods

4. The Need for Focus Over time we noticed we had more success when we tied our messaging to specific campaigns, events, target audiences, etc. Why it works: – Targeting influencers allows you to greatly narrow down your message and cost. – More measurable results

5. How We Became More Targeted (and you can too) Surveys and Research!! What consumers want, NOT what you think they want. Create a timeline and stick to it. Narrow down who it is you really want to reach. Get help in finding the best place to reach your target audience. Find partners if and when it makes sense.

6. Beef Month Beef Month Promotion – 15 days, 15 winners – 500 people registered

7. Home and Garden Show - 2012

8. 2013

9. 2014 Video

10. Bus Wrap

12. More Examples New Media Plan Man on the Street Videos and Newspaper Jacket Bus Tours for Influencers, Dieticians, Chefs, Bloggers, Etc. Consumer Research – This research will help drive new ideas, messaging.

13. Your Examples What has/has not worked in your state? What questions do you have? How can we work together?

14. Thank you. Questions?