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Joint Producer Communications Committee. July 31, 2010 Denver. Cattlemen’s Beef Board Producer Communications Progress Report. July 2010. JPCC Priorities. - PowerPoint PPT Presentation
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Joint Producer Communications Committee
July 31, 2010
Denver
2
Cattlemen’s Beef BoardProducer Communications
Progress Report
July 2010
4
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
5
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 together seamlessly to deliver consistent, cohesive communications to checkoff investors and stakeholders
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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
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Getting To Know Your Checkoff
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Getting To Know Your Checkoff
Innovative auction market effort•Online feature•Video advertisingLead to custom landing pages
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FY’10 Media PlanMonth> 10 11 12 1 2 3 4 5 6 7 8 9
Beef – print
Beef – interactive
Dairy – print
Dairy – interactive
Dairy – radio
Veal – print
Auction ads
Auction - interactive
Television
AFBF – interactive
QSBC SHARE
MyBeefCheckoff.com
MBC e-newsletters
Social media
Earned media
Direct communication
Deliver 25.8 m
impressions
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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.
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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)
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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
13
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%
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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)
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Direct CommunicationsLeadership 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
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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”
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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
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MyBeefCheckoff.com
MyBeefCheckoff.comin FY09 had:
– 47,816 unique visitors
– Viewing 178,071 pages
•And, it also delivered 79,690 pieces of mail!
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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!
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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
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Getting To Know The CheckoffThrough information delivered by MyBeefCheckoff.com
Oct. ’08 - Sept ‘09 79,690 Items deliveredOct. ’09 - June ‘10 101,330 Items delivered
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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)
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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
24
Questions, Discussion