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Joint Producer Communications Committee

Joint Producer Communications Committee. July 31, 2010 Denver. Cattlemen’s Beef Board Producer Communications Progress Report. July 2010. JPCC Priorities.

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Joint Producer Communications Committee

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  1. Joint Producer Communications Committee July 31, 2010 Denver

  2. Cattlemen’s Beef BoardProducer CommunicationsProgress Report July 2010

  3. 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

  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, 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. Getting To Know Your Checkoff

  7. Getting To Know Your Checkoff • Innovative auction market effort • Online feature • Video advertising • Lead to custom landing pages

  8. FY’10 Media Plan Deliver 25.8 m impressions

  9. Paid Media Results 2 studies, both in Hoard’s Dairyman. Scores slightly below average, but given the smaller size of our ad, scores are strong. 2 studies, Beef Today & BEEF. Scores above average in all categories. 1 study, High Plains Journal. Scores above average in all categories.

  10. Earned Media Update • Three quarterly webinars • Since Oct. 1, 2009 – 97 press releases, audio releases and Beef Briefs e-newsletters distributed to media • Responding to daily media requests, 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)

  11. Earned Media Update • 2010 media survey (see highlights handout) • March 2010 Farm Bureau article by Robert Fountain • BEEF. The REAL story is YOUR story. • Video news release packages • WDX AgriTalk sponsorship with BQA • Empire Farm Days sponsorship with NYBIC • Tradeshows • Updating social media sites

  12. Earned Media Benchmarks • FY09 Meltwater: 4,940 news “hits” from selected publications. TV tracking: 600 video release airings • Editors and broadcasters who find the information in CBB releases to be timely and useful (6/10 media survey; 56% of broadcasters; 50% of editors). • Media e-mail open rate: 66% • Media e-mail click-through rate: 16%

  13. Earned Media Brochure Benchmarks • Get To Know Your Beef Checkoff … foreign marketing edition (to date): 18 states ordering (and CBB); 22,000 copies requested • Understanding Your Beef Checkoff brochure: 18 states ordering (and CBB); 32,250 copies requested (each sent brochure holders) • Beef. The REAL Story Is YOUR Story: 24 states ordering (and CBB, State Services, Issues Management and MBA program); 16,000 copies ordered (powerpoint created, posted in toolkit)

  14. Direct Communications Leadership reports, updates, support: Newsletters • Beef Board Update (daily, monthly) • Former Board Update (quarterly) • Checking In On The Checkoff (weekly) • Importer News (bimonthly) Presentation resources, Customization • Leadership presentations, speeches • Meeting and convention scripts, slides • Topical talking points

  15. 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 • “Hometowners”

  16. Direct Communications • State support: • State PC Blog • Presentation resources • SHARE support • Copies of all Updates to CBB members • Talking points through Checking in on the Checkoff and topical points • Newsfeeds, state-specific newsletters

  17. MyBeefCheckoff.com MyBeefCheckoff.comin FY09 had: • 47,816 unique visitors • Viewing 178,071 pages • And, it also delivered 79,690 pieces of mail!

  18. MyBeefCheckoff.com So far, in FY10, MyBeefCheckoff.comhas had: • 49,558 unique visitors • Viewing 191,254 pages • And, it also delivered 101,330 pieces of mail!

  19. MyBeefCheckoff.com • Looking at it another way,year-to-date: • Visits – up 46% • Page views – up 43% • Newsletters delivered – up 27% and, they’re being read

  20. Getting To Know The Checkoff Through information delivered by MyBeefCheckoff.com Oct. ’08 - Sept ‘09 79,690 Items delivered Oct. ’09 - June ‘10 101,330 Items delivered

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

  22. 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

  23. Questions, Discussion

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