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United Soybean Board Brand Summit

United Soybean Board Brand Summit. October 29, 2012. Who we are.

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United Soybean Board Brand Summit

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  1. United Soybean BoardBrand Summit October 29, 2012

  2. Who we are Charleston|Orwig is based in Hartland, Wisconsin, and is a full-service communications consultant, providing integrated marketing and reputation management to food system clients—from agriculture through processing and distribution to the point of retail.

  3. Audiences • Soybean quality communications • Farmers in 5 upper Midwest states • Selected processors • Sustainability tour • Food company executives • Feed marketing program • Top tier nutritionists and feed formulators–swine and poultry

  4. C|O’s role for the checkoff • Marketing communications for checkoff-funded programs: • Soybean quality program • Funded in 2010 – 2011 • Integrated marketing communications program including advertising, direct mail, public relations and collateral materials • Sustainability tour program • Tour took place in May 2012 • Participants visited soybean farms in Illinois, Iowa and Nebraska • Feed marketing program • Funded in 2011 – 2012 • Includes print and online advertising, editorial placements and support materials

  5. Work examples Sustainability Tour: U.S. Soybean Road Trip Participating companies included Kraft, Kellogg’s, Unilever and Sodexo

  6. Work examples Feed Marketing Program

  7. C|O representation • John Osthus, Account Supervisor • United Soybean Board • Illinois Soybean Association

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