Cattlemen’s Beef BoardProducer Communications
Progress Report
January 2009
2
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
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
4
Getting To Know Your Checkoff
5
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
6
MyBeefCheckoff.com• MyBeefCheckoff.com
is ‘linked’ directly to and supports all other communication efforts:– Paid advertising– Direct communications– Trade media– Trade show, online
efforts
7
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!
8
Getting To Know The CheckoffInformation delivered through MyBeefCheckoff.com
9
Getting To Know The CheckoffInformation delivered through MyBeefCheckoff.com
10
Public Newsletters
11
Leadership Newsletters
Trade Media Update
Discussions
Questions?