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

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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

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

Cattlemen’s Beef BoardProducer Communications

Progress Report

January 2009

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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

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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

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Getting To Know Your Checkoff

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FY’09 Media PlanMonth> 10 11 12 1 2 3 4 5 6 7 8 9

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

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MyBeefCheckoff.com• MyBeefCheckoff.com

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

efforts

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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!

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Getting To Know The CheckoffInformation delivered through MyBeefCheckoff.com

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Getting To Know The CheckoffInformation delivered through MyBeefCheckoff.com

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Public Newsletters

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Leadership Newsletters

Trade Media Update

Discussions

Questions?