Cattlemen’s Beef Board Producer Communications Progress Report July 2009.

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Presentation transcript:

Cattlemen’s Beef Board Producer Communications Progress Report July 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 Direct Communications Audience: –Predominantly CBB members, Federation directors, other producer spokespeople and all checkoff staff Objectives: –Leverage, enhance paid advertising –Grow understanding about checkoff –Introduce checkoff leaders, decision-makers –Communicate administrative news –Keep spokespeople updated

5 Trade Media Audience: –Editors, broadcasters and electronic media contributors whose audiences includes beef and dairy producers Objectives: –Leverage, enhance paid advertising –Grow understanding of the checkoff –Introduce checkoff leaders, decision-makers

6 Paid Media Audience: –Producers who pay the checkoff Objectives: –Encourage producers to talk about checkoff –Deliver direct, unfiltered messages –Engage, encourage producers to get to know their programs –Leverage, enhance other communications –Grow understanding of the checkoff

7 FY’09 Media Plan Month> 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

8 Direct Communications Leadership reports, updates, support: –Newsletters Beef Board Update Former Board Update Checking In On The Checkoff Importer News –Presentation resources, customization Leadership presentations, speeches Meeting and convention scripts, slides Topical talking points

9 Direct Communications State support: –Customized editions of MyBeefCheckoff News –News feeders (RSS) –Presentation resources –SHARE support –Copies of all updates to CBB members –Talking points through Checking in on the Checkoff and topical points

10 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

Trade Media Update

12 Trade Media Update Press/audio releases for FY09: 74 One-on-one with media to pitch story ideas or fulfill requests DairyLine interviews Feature articles (Farm Bureau, others) Beef Briefs

13 Trade Media Update Newsfeed for state beef councils Summer/winter convention media room MBA program support: –Worked with Daren Williams to develop the checkoff MBA course –MBA podcast with BEEF; extensive MBA coverage; Farm Progress editorial adjacency Cattlenetwork monthly articles Checkoff in the News Media training (new board members, EC)

14 MyBeefCheckoff.com MyBeefCheckoff.com, this fiscal year has had: –43,750 unique visitors –Viewing 176,175 pages –During 62,400 visits And, it also delivered 60,000 pieces of mail!

15 Getting To Know The Checkoff Information delivered through MyBeefCheckoff.com

16 Getting To Know The Checkoff Information delivered through MyBeefCheckoff.com Oct. 1, 2008-June 30, 2009

17 Trade Shows Transparent, face-to-face contact: –AFBF, NCBA, R-CALF, LMA, NFU, NAMA, NAFB, World Dairy Expo, World Ag Expo, Dairy Farmers of America, Elite Dairy, Ag Media Summit, NMPF/DMI/UDIA Expanded trade show opportunities with state beef councils (Farm Progress, Empire Farm Days)

18 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

19 Getting To Know Your Checkoff

New Initiatives State support, engagement, and social media

21 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

22 Engagement Pilots BEEF E-Blast challenge: What would you like to know about your beef checkoff?E-Blast –Identify up to four beef checkoff programs –New product; health/nutrition; BQA; consumer advertising –183 subscribed to MBC Newsletters Drover’s quiz: –Through CattleNetwork.com, Drovers.com and DairyHerd.com Web sitesCattleNetwork.comDrovers.com DairyHerd.com –Find answers on MyBeefCheckoff.com

23 Social Media: A Tool For Us? No doubt it’s where the people are: –Fastest growing use of the Internet –75% of U.S. online population using social technologies –About half read blogs at least monthly –Facebook: 300 million active users (70 million in U.S.) –MySpace: 125 million (70 million U.S.) –Twitter: 14 million visitors, 6 million users –Not just kids: fastest growth –Linked In: 41 million (all Fortune 500 represented) And it’s free!

24 Social Media Objectives Develop opportunities to engage beef and dairy producers in online conversations regarding beef checkoff investments and outcomes Leverage opportunities that –work seamlessly with QSBCs –utilize other producer organizations as conduits –build trust in CBB as the manager of beef checkoff funds Audiences : –Producers, leadership, QSBC, influencers

25 Why use social media? Communication success depends on the ability to connect your audience with your message Convenient, efficient, personal 1:1 conversations Personal connections make people more likely to –alert you to problems –forgive mistakes –buy your products/believe your messages –speak on your behalf –become loyalists/advocates/evangelicals

Questions, Discussion