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Joint Producer Communications Committee

Joint Producer Communications Committee. August 3, 2011 Orlando. Cattlemen’s Beef Board Producer Communications Progress Report. August 2011. JPCC Priorities.

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Joint Producer Communications Committee

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  1. Joint Producer Communications Committee August 3, 2011 Orlando

  2. Cattlemen’s Beef BoardProducer CommunicationsProgress Report August 2011

  3. 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

  4. 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 togetherseamlessly to deliver consistent, cohesive communications to checkoff investors and stakeholders

  5. 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

  6. Get To Know Your Checkoff

  7. CBB Producer Testimonials Wisconsin Doug & Linda Hodorff (dairy) Chirs Landwehr (veal) Pat Kilsdonk (veal) Larry Schnell (auction market) Michigan Ken Nobis (dairy) Dan Javor (dairy) Dan Hinman (feeder) Gary & Donna Sharp (dairy/beef) Jurian Bartelse (veal) Dave Petty (cow-calf) Jeff Clausen (feeder) Lucy Rechel (feeder) Linda & Doug Hodorff (dairy) Pennsylvania Phoebe Bitler (dairy) Joyce Bupp (dairy) John Ligo (dairy/beef) Ray Krones (veal) O.D. Cope (cow-calf) Luke Woelber (dairy) Robert Fountain (cow-calf) California Jim Warren (auction market) Brad Scott (dairy) Ted Greidanus (calf raiser) Donnell Brown (seedstock) Roger Butler (dairy/beef) Completed interviews In-progress interviews

  8. 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

  9. 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 effort Farm Progress online module

  10. Conduits • Direct advertising • Direct communication • Targeted face-to-face, teaching opportunities • With states, leverage access, relationships • Seek innovation • Trade shows, sponsorships

  11. Getting To Know Your Checkoff • Innovative auction market effort • Online feature • Video advertising • Links lead to custom landing pages

  12. 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)

  13. 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

  14. 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

  15. Direct Communications Leadership 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

  16. 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)

  17. 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

  18. Getting To Know The Checkoff Through information delivered by MyBeefCheckoff.com Industry averages FY ‘09 79,690 items delivered FY ’10 135,154 items delivered FY ’11 YTD 160,359 items delivered Est FY’11 ~214,000 items delivered

  19. Extending MBC News Further • Repurposing content: • Custom newsletters • Rebroadcasts through other media • RSS feeds • Adds another 50,000 subscribers

  20. 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

  21. Free Stuff For States • Two brochures: • Understanding • Investment • Series of brochure-stuffer-newsletters: • Foreign marketing • BQA • Influencers • Safety • Promotion • Brochure holders • Also provided directlyto livestock markets

  22. 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)

  23. 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

  24. State Partnerships • Extend national ad efforts • Target states/regions • Value-added features • Customization • Improved communication

  25. FY’11 Communications Plan Deliver >25 m impressions >270,000 pages viewed during >110,000 visits, ↑22% Delivered >214,000 pieces of mail Added >5,000 friends, fans, followers Placed >5,000 articles; air >600 VNRs Answered every inquiry, every day Shows BQA Schedule

  26. Questions, Discussion

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