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?