1. Cattlemen’s Beef Board Producer Communications Progress Report January 2009

2. 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. 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. 4 Getting To Know Your Checkoff

5. 5 FY’09 Media Plan Month>101112123456789 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

6. 6 MyBeefCheckoff.com MyBeefCheckoff.com is ‘linked’ directly to and supports all other communication efforts: –Paid advertising –Direct communications –Trade media –Trade show, online efforts

7. 7 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!

8. 8 Getting To Know The Checkoff Information delivered through MyBeefCheckoff.com

9. 9 Getting To Know The Checkoff Information delivered through MyBeefCheckoff.com

10. 10 Public Newsletters

11. 11 Leadership Newsletters

12. Trade Media Update

13. Discussions Questions?