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FY2019 Program Evaluation For review August 15, 2019
Page 1
FY 2019 Program Evaluation
Evaluation of FY2019 Marketing Plan Goals
FY 2019 Core Priorities, Tactics and Goals
I. Support the mission and vision of the beef industry long range plan. Priority A: Capitalize on Wyoming’s ranching culture and heritage to improve the image of
the beef community among millennial parents and key thought leaders.
1. Reach 100,000 Japanese consumers through a U.S. Red Meat Market Development
Partnership with the U.S. Meat Export Federation.
Results: Utilizing WBC funds, the USMEF worked with multiple national supermarket
groups and regional chains to expand the range, grade, and variety of meats offered at
retail in Japan. USMEF advanced further segment growth with the introduction of value-
added/branded programs and a more customized approach, involving company-specific
education promotion and public relations. Tactics included point of sale marketing
activities and advertising, tasting demonstrations and integrated merchandising concepts
including expansion of the “pound steak” trend. Promotion efforts resulted in an
incremental 399 metric tons of US beef sold throughout several hundred Japanese retail
chains. More details can be found in the full report which is attached to this document as
Attachment A.
2. Reach 200,000 Taiwanese consumers through a U.S. Red Meat Market Development
Partnership with U.S. Meat Export Federation utilizing matching funds from ENDOW,
(Economically Needed Diversification Options for Wyoming).
Results: WBC funds were utilized to support USMEF’s ongoing branding of US beef’s
image of quality and its association with Taiwan’s increasingly prevalent “steak culture.”
Through educational gatherings, public relations activities and promotions such as the
second annual “US Steak Month” USMEF hosted dozens of steakhouse operating and
chefs for a seminar to introduce the great cattle producing state of Wyoming and
FY2019 Program Evaluation For review August 15, 2019
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affordable value cuts like tri tip and chuck eye which were featured during Steak Month.
A product showcase session was offered to several major importers allowing for valuable
business connections to be made. The 2019 Steak Month was launched with a press
conference for more than 20 journalists and was covered by 35 different print and online
media sources. A total of 39 steakhouse brands, consisting of 62 restaurants participated
in Steak Month which featured Wyoming beef imagery and put the face of Wyoming on
beef production for the Taiwanese consumer. Participating restaurants reported their US
beef sales increased an average of 10 percent during the promotion period. Moreover,
communications surrounding the activities generated tremendous publicity and reach
including 300,000 social media impressions, 43,000 engagements and 318,000 video
views. Additionally, the social media coverage was picked up by two major local
newspaper outlets, one radio live broadcast and a television spot. More details can be
found in the full report which is attached to this document as Attachment B.
3. Utilize wybeef.com and social media to share Wyoming ranching stories with millennial
parents and thought leaders across the globe. Increase website traffic by five percent.
Results: Website traffic is measured in sessions and pageviews. Pageviews are triggered
when a page is requested by a browser and signifies the total number of pages viewed
including repeat views of a single page. In fiscal 2019, wybeef.com pageviews increased
2.43 percent. Sessions are specific visits to the site where the visitor spends time on the
site and returns again; this is where engagement happens. Visitor sessions to wybeef.com
during fiscal year 2019 increased one percent above 2018 and the number of pages viewed
per session increased 1.48 percent. As you can see in Figure 1, traffic decreased following
the paid Google search campaign conducted September through November and the site re-
launch which occurred January, 2019. Interestingly, we did not lose viewers, rather a
shift occurred in the popularity of the “Meet Our Ranchers” page, now called “Wyoming
Stories” to the recipes page which became more eye appealing and user-friendly in the re-
launch. Additionally, this shift can be attributed to the fact that no new content was added
to the “Wyoming Stories” page in 2019. “Recipes” garnered nearly 28 percent of website
activity with “Wyoming Stories” following closely at 25 percent. Other web activity was
FY2019 Program Evaluation For review August 15, 2019
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divided among nutrition, cooking, information about the WBC and the pages with
information for producers about the checkoff.
Figure 1.
A deeper dive into social and traditional media and website statistics can be seen in Attachment E.
Additional programs:
• WBC partnered with the University of Wyoming Department of Agriculture and
Natural Resources to host two days of beef education in the Western Experience area of
Frontier Park during the 2018 Cheyenne Frontier Days. Conversations and meaningful
interactions (engagements) took place with 135 CFD attendees and 37 completed a pre-
post survey showing an increase in positive feelings about the beef industry as well as
increased knowledge about cattle breeds and types; cattle feeding and nutrition; beef cuts.
FY2019 Program Evaluation For review August 15, 2019
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• The Wyoming Beef Council provided beef sticks and beef summer sausage packages to
the Friday Food Bag Foundation for the spring packaging of food bags for low income or
reduced lunch program students in Laramie County. Wyoming's First Lady, Jennie
Gordon and Governor Mark Gordon assisted in packing the bags as part of the First Lady's
initiative to reduce childhood hunger. Nine hundred bags were packed, loaded and
delivered, each containing a beef stick or summer sausage with the Wyoming Beef
Council label affixed. Attention was drawn to the event through Facebook with an
audience reach of 1,797 garnering 283 engagements. The press release was featured in the
Cheyenne newspaper, the Weston County Gazette and the Wyoming Livestock Roundup
with a combined reach of 18,100. Engagement numbers include the 900 bags, 283
Facebook engagements and 32 volunteers who assisted in packing the bags.
• WBC provided recipes and flexible cutting mats to participants of the Wyoming FSA
County Office Employee Association. The 5K/10K virtual cattle drive (run) was
advertised to 45 FSA County employees as a May, Beef Month activity and provided PR
exposure to wybeef.com and the Beef. It’s What’s For Dinner website.
Priority B: Entice millennial parents to cook beef and share recipes by providing recipes
that showcase Wyoming’s culture and heritage.
4. Through financial investment in the Federation of State Beef Councils the WBC will
support the industry in its effort to develop convenient beef recipes and share them with
millennial parents through beefitswhatsfordinner.com and social media outlets.
Results: Refer to Attachment C: 2019 Federation Services Summary. In addition, these
results along with data from projects conducted with national checkoff dollars will be
shared in the annual report of the Federation of State Beef Councils and the Cattlemen’s
Beef Board Annual Program Evaluation. These documents will be available at the 2020
Cattle Industry Convention.
5. The WBC will establish a YouTube channel to feature quick and easy recipes prepared by
a Wyoming Culinary School graduate, nutrition and wellness tips from a Wyoming
registered dietitian, and other Wyoming specific beef promotion campaigns including the
current “Powered by Beef” Wyoming video series.
FY2019 Program Evaluation For review August 15, 2019
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Results: The Wyoming Beef Council YouTube channel housed nineteen videos created
“Homegrown Recipe” campaign utilized YouTube video ads and Google Search Ads
running a variety of recipe videos including the Homestyle by Kylie recipe spots. In total,
video advertising generated more than 210,000 video views throughout FY 2019.
6. Through a three-month Google search and YouTube advertising campaign, the WBC will
increase website visits by 13,000 clicks and double the number of monthly wybeef.com
users which currently averages 2,000 per month.
Results: The “Homegrown Recipe” campaign utilized YouTube video ads and Google
Search Ads running a variety of recipe videos including the Homestyle by Kylie recipe
spots. In total, video advertising generated 210,718 video views (engagement) and
603,304 video impressions at the exceptionally low a cost per video view of $.03. The
entire campaign averaged a 34.9 percent video view rate, meaning that 3 in 10 viewers
chose to watch at least 30 seconds of the video they were served (all videos were 30
seconds or less in length). The Google Search advertising generated 2,864 clicks to
wybeef.com. The cost per click was $0.44, one cent less per click than anticipated. More
detailed results can be found in Attachment D.
7. Through a beef-surplus state partnership coordinated by the Federation of State Beef
Councils, called the Top 5 States Media Campaign the WBC will increase traffic to the
“Beef. It’s What’s for Dinner” (BIWFD) website and BIWFD YouTube channel by
purchasing search terms in markets of the top 5 most populated states in the US. (CA, FL,
IL, NY and PA). Google and Bing advertising will deliver 2 million impressions, and
more than 100,000 pageviews to beefitswhatsfordinner.com. YouTube video ads will
deliver 5 million impressions, and 1.2 million video views.
Results: The Top 5 State Media Campaign, which ran from May through September,
2018 had a budget of $101,000, $5,000 of which came from the Wyoming Beef Council.
The five states that this campaign covered (California, Illinois, New York, Pennsylvania
and Florida) boast a total population of 100+ million consumers, representing nearly a
third of the U.S. population. For the YouTube portion of this campaign, a variety of
“Rethink the Ranch” and “Nicely Done” videos were promoted. For the Google Search
Advertising portion of the campaign, topics that revolved around highly popular consumer
FY2019 Program Evaluation For review August 15, 2019
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search queries, including Ground Beef Recipes, Meatloaf Recipes and Summer
Time/Grilling Recipes were used. The YouTube advertising portion of this campaign
generated over 4.8 million video views at a cost per video of two cents, compared to three
cents in 2017. This savings allowed the campaign to generate roughly a third more video
views per dollar spent. The Google Search campaign generated 814,659 impressions,
resulting in 77,329 clicks to the Beef. It’s What’s For Dinner. website. This year’s cost per
click of $0.22 was significantly lower than last year’s campaign ($0.40). By stretching the
ad dollar further, this cost-efficiency allowed the campaign to drive approximately 45%
more consumers to the website.
8. By engaging county CattleWomen groups through Grassroots funding, the WBC will
reach 200 millennial parents in Wyoming communities with positive beef nutrition
messages, compelling beef production information and quick and easy recipes.
Results: Campbell County CattleWomen utilized Grassroots funding to provide beef to
for a high school culinary arts class. Thirty eight future chefs and cooks learned about
beef cuts and cookery during two class periods.
Priority C: Proactively educate influencers and apprise beef producers about environmentally,
socially and economically sustainable beef production practices.
9. Through financial investment in the Federation of State Beef Councils, the WBC will
support the industry in its effort to define, promote and educate consumers about
environmentally, socially and economically sustainable beef production practices.
Results: Refer to Attachment C: 2019 Federation Services Summary. In addition, these
results along with data from projects conducted with national checkoff dollars will be
shared in the annual report of the Federation of State Beef Councils and the Cattlemen’s
Beef Board Annual Program Evaluation. These documents will be available at the 2020
Cattle Industry Convention.
10. Through participation in Wyoming Agriculture in the Classroom’s University of
Wyoming Seminar for education students, the WBC will share information with 15 future
educational influencers on environmentally, socially and economically sustainable beef
production practices.
FY2019 Program Evaluation For review August 15, 2019
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Results: Due to changes made by the U.W. Department of Education, Wyoming Ag in the
Classroom was unable to conduct the seminar during FY 2019. Funds were not expended
and WAIC staff is working to get back on the agenda in FY 2020.
11. Through collaboration among participants in the Wyoming Stewardship Project (WSP),
WBC will ensure that 30 Wyoming educators will be armed with facts about
environmentally socially and economically sustainable beef production practices to ensure
fact and science based curriculum units are available to Wyoming educators. Long term,
use of units developed through this project will support students’ ability to make informed
decisions for the state of Wyoming as adults. Beef production is specifically addressed in
third grade lessons but the information gained is expanded upon in lessons for grades four
and five.
Results: Twenty six educators, three education consultants and multiple staff from the
Wyoming Department of Education attended the 2018 WSP summer work week to put the
finishing touches on the WSP lessons. Lessons became available on the WAIC website as
a free resource for educators in November 2018.
Additional Projects:
The Wyoming Beef Council brought Dr. Sara Place, Senior Director of Sustainable Beef
Production Research at the National Cattlemen’s Beef Association to speak to members of
the Wyoming Academy of Dietetics and Nutrition during their annual conference. The
conference was held in Sheridan and only 14 members were present for the hour-long
presentation titled "No Food Fights; a courteous discourse making a case for sustainable
agricultural co-existence.” Dr. Place’s presentation was met with much appreciation and
engagement. Questions following the presentation were probing, well thought out and the
answers were well received. Comments following the presentation showed that the
audience was interested, engaged and attendees felt the content provided quality
information to address questions and concerns presented by clients.
FY2019 Program Evaluation For review August 15, 2019
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Priority D: Educate health and nutrition influencers about the nutritional benefits of beef.
12. Through financial investment in the Federation of State Beef Councils, the WBC will
support the industry in its effort to identify health influencers and share research and
science based facts about the nutritional value of beef.
Results: Refer to Attachment C: 2019 Federation Services Summary. In addition, these
results along with data from projects conducted with national checkoff dollars will be
shared in the annual report of the Federation of State Beef Councils and the Cattlemen’s
Beef Board Annual Program Evaluation. These documents will be available at the 2020
Cattle Industry Convention.
13. WBC will reach 100 health professional influencers through partnership or interaction
with the Wyoming Academy of Nutrition and Dietetics, Wyoming Diabetes Management,
Wyoming Department of Health, Wyoming School Nurses Association, Wyoming
Department of Education, Women Infants and Children, UW County Extension Service
and Wyoming Cancer Control Consortium.
Results:
• Wittmann presented a program called “Re-think the Ranch” to 32 members of
Wyoming’s Association of Nutrition & Food Service Professionals at the group’s annual
conference in Casper. The presentation incorporates survey questions about beef
production knowledge and then addresses the questions with science-based answers. The
final survey question showed 100 percent of attendees learned something positive about
the beef industry that they did not know before the presentation.
• Wittmann presented a session titled: “Fuel Better,” a 30-minute session discussing
essential and non-essential amino acids as well as complete vs incomplete proteins to 82
members of Wyoming’s Association for Health, PE, Recreation and Dance (WAHPERD).
Fifty evaluations were received following the session, with 49 being positive regarding the
value of the information and content of the presentation. The one negative response asked
for a deeper dive into the research.
FY2019 Program Evaluation For review August 15, 2019
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II. Increase understanding of and support for the beef checkoff. Priority E: Increase percentage of Wyoming beef producers who feel informed about the
checkoff to 80%.
14. WBC will reach 41,000 Wyoming residents eleven times with monthly half-page
advertisements in WREN, the Wyoming Rural Electric News publication. Advertisements
will introduce ranchers featured on wybeef.com in keeping with the rural theme of the
magazine paired with soft-sell messages about how the WBC is reaching consumers.
Results: Six half-page full-color ads were published in eleven editions of WREN.
Distribution of the publication was all featured key activities of the Wyoming Beef Council
and beef promotion related activities. Readership of the 41,000 subscriptions is claimed to
be 119,000.
15. WBC will reach 5,400 cattlemen twelve times with information about the use of beef
checkoff dollars through quarter-page, two-color ads in the Wyoming Livestock Roundup.
Results: Four full-color beef checkoff ads were developed and included in twelve issues of
the Wyoming Livestock Roundup. Circulation of the Wyoming Livestock Roundup
throughout 2017 was 5,600.
16. WBC will reach 13,444 Wyoming Farm Bureau members ten times with information about
the beef checkoff through quarter-page, two-color ads in Wyoming Agriculture, a
publication of the Wyoming Farm Bureau Federation.
Results: Six full-color beef checkoff ads were developed and included in twelve issues of
Wyoming Farm Bureau’s Wyoming Agriculture publication. The publication is sent to a
distribution list of 13,444. Print quality of the color ads was inconsistent so FY 2020 ads
will be designed and printed in black and white.
17. WBC will produce an online annual checkoff report and call attention to it through contract
advertising and media relations. Printed copies will be inserted into the Wyoming
Livestock Roundup with additional copies available for trade show distribution.
Results: The FY2018 WBC Annual Report was completed, posted on the website and
announced to producers December 2018. The report was also included in the Winter
Cattlemen’s Edition of the Wyoming Livestock Roundup. Distribution through the
FY2019 Program Evaluation For review August 15, 2019
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publication reached 5,600 households. Additionally, 250 copies of the report were
distributed to WSGA members in the registration packet of the winter convention.
18. WBC staff will produce and e-mail a minimum of ten informational e-newsletters to inform
cattlemen about beef checkoff programs.
Results: Twelve “Raising the Steaks” producer newsletters were e-mailed during fiscal
2019. As of July 1, 2019, the subscriber list exceeded 800 names, nearly 200 more than
one year prior. Engagement by the members of the list is consistent with the average of 24
percent for agriculture and food related newsletters.
19. WBC will reach cattlemen and consumers alike with 60 thirty-second catchy innovative
nationally-produced radio ads aired on 21 Northern Broadcasting stations.
Results: Four radio ads were rotated throughout the 26-week advertising flight. Ads were
aired a minimum of three times each week to 186,700 adults aged 18 and older. Spots aired
within Northern Ag Network programming to reach producer target.
Additional programs:
• Wittmann presented a checkoff information session at the Marsh-Ellis ranch family
meeting where 22 family members from on and off the ranch participated in an interactive
session designed to explain challenges the industry is facing with consumer perceptions
and what the beef checkoff is doing to answer the concerns.
• A one-quarter page advertisement was placed in the fall edition of Wyoming Ag News,
distribution numbers are vague but reported to be several thousand with incremental
online views.
• Wittmann attended the WSGA Winter Roundup and introduced 200 WSGA members
and conference attendees to “Chuck Knows Beef.” She also gave a FY18 program
summary and preview of the upcoming FY18 annual report to 16 producers who attended
the WSGA Marketing Committee meeting.
• Wittmann attended the Summer Wyoming CattleWomen meeting and shared
information about current and planned checkoff projects with 16 CattleWomen. Potential
partnerships to increase beef demand among health influencers and the target of older
millennial parents were discussed.
FY2019 Program Evaluation For review August 15, 2019
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• Wittmann talked about current beef promotion activities with 6 members of the
Laramie County Stock Growers in Cheyenne.
• Wittmann spoke to 24 attendees of the Marketing Committee meeting held during the
WSGA Summer Business Meeting in Gillette. Wittmann reported on projects recently
completed and planning underway for FY 2020.
Priority F: Increase approval rating of the beef checkoff in Wyoming to 75%.
20. Through public relations and visible presence the WBC will strive to display transparency
and accountability to checkoff investors.
Results: All news releases, meeting information and newsletters were made available to
producers online. Accountability and transparency will be officially evaluated at the next
heavy up of the national producer attitude survey.
21. WBC will measure how informed Wyoming producers feel about the checkoff and the
resulting checkoff approval rating by participating in a heavy-up of the national producer
attitude survey conducted annually by the Cattlemen’s Beef Board January 2020.
Results: Arrangements will be made to heavy-up on the national producer attitude survey
when a new survey protocol has been established by the Cattlemen’s Beef Board. This
likely will not occur by January 2020.
ADDITIONAL RESPONSIBILITIES—Collections Compliance
22. Maintain an inter-agency agreement with Wyoming Livestock Board, brand division, to ensure
continued beef checkoff collection.
Results: The agreement, renewed April 2016 continues to be in effect.
23. Conduct a fiscal year audit with McGee, Hearne & Paiz, LLP according to CBB and State of
Wyoming standards and requirements.
Results: The audit was completed without findings and was presented to the board and the
CBB by the statutorily specified deadline.
24. Provide all documentation and cooperation required by the Cattlemen’s Beef Board during the
fiscal year to fulfill the role of a qualified state beef council
Results: As confirmed by Dean Oyster, CBB Compliance Manager in an E-mail dated
November 6, 2018, WBC is in full compliance for FY 2018.
25. Process and return state of origin money to originating states.
FY2019 Program Evaluation For review August 15, 2019
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Results: State of Origin funds in the amount of $21,164 were disbursed to other states for
cattle sold in Wyoming within 30 days of leaving their state of origin; this was an
expenditure of 2 percent of revenue. State of Origin receipts for fiscal year 2018 totaled
$129,066, equating to 12 percent of revenue.
ADDITIONAL RESPONSIBILITIES—Administration
26. WBC staff will provide administrative support services to all program areas and projects
approved by the WBC members.
Results: All administrative support services to program areas and projects were provided
by WBC staff, Ann Wittmann, WBC executive director (full time) and WBC program
director Kosha Olsen (half-time). Wages, taxes and insurance expense for WBC staff
totaled: $147,287 for FY 2019. The executive director worked 169 additional hours in
fiscal year 2019, or roughly the equivalent of 21 days.
27. WBC staff will reimburse travel expenses for WBC members who travel to conduct Council
business. Vouchers will be completed by WBC staff within 5 days of having received the
necessary documentation and receipts from the member who traveled.
Results: All requested travel reimbursements were submitted to the Wyoming Department of
Agriculture for payment within 5 days of receipt of the signed voucher.
28. WBC Executive Director will conduct new member training and review fiduciary
responsibility and liability of board members annually.
Results: New board member training was conducted August 15, 2019 in Douglas, WY.
Newly appointed member JW Rankin attended. Leslie Hendry and Lacee Sims also
attended all or part of the training. Fiduciary responsibility and liability of board member
training was conducted by legal consult Abigail Boudewyns from the office of the
Wyoming Attorney General at the October 26, 2019 meeting in Riverton.
29. WBC will evaluate all programs according to the goals set in the FY2019 Marketing Plan.
Results: This document is the formal written evaluation of all programs based on the goals
set in the FY 2019 Marketing Plan.
Additional administrative activities • Chapter 2 Rules were added establishing Uniform Procedures, Fees, Costs, and Charges for
inspecting, Copying, and Producing Public Records.
USMEF ACTIVITY REPORT TO
THE WYOMING BEEF COUNCIL
U.S. Beef Market Development Activities in Japan
May 2019
The USMEF activities described in this report were funded by the
WYOMING BEEF COUNCIL
Attachment A to FY2019 WBC Program Evaluation DocumentPage 1 of 4
ATTACHMENT A
Wyoming Beef Council Activity Update
This report summarizes market development activities conducted by the U.S. Meat Export
Federation to date in FY2019 in Japan on behalf of the U.S. beef industry and its partner, the
Wyoming Beef Council (WBC). USMEF would like to acknowledge and thank the WBC for its
financial and personnel assistance in implementing these projects.
JAPAN
U.S. beef exports to leading market Japan in 2018 were up 7% year-over-year in volume (330,559
mt) and 10% in value ($2.07 billion). Nonetheless, market access to Japan remained a major
concern for the U.S. beef industry, as key competitors were joining Australia in benefiting from
an 11-percentage point tariff advantage through the Comprehensive and Progressive Agreement
for Trans-Pacific Partnership (CPTPP). U.S. beef remained subject to the 38.5% tariff rate and
Japan’s quarterly safeguard mechanisms.
Despite the duty disadvantage and the negative effects of pulling out of the TPP, U.S. beef has still
excelled in Japan, its top volume and value market. USMEF has implemented an aggressive and
proactive strategy to maintain and expand market share, especially where U.S. beef maintained a
tremendous supply and pricing advantage when it comes to chilled product. These efforts have
continued at a fevered pace as competitors adopt a similar approach to the market. For example,
soon after USMEF’s “Urban Barbecue” promotions began, Australia’s beef industry began a
similar barbecue themed campaign, touting its beef as healthy and nutritious in retail promotions
that paralleled USMEF efforts. Canada also doubled down, promoting the “clean nature” and
“healthy/safe” aspects of its beef in Japan’s foodservice and retail sectors.
For U.S. beef, differentiation beyond price has been equally important as Japanese companies
continued to seek further options to enhance their competitive edge, be it through upgraded quality,
value-added servicing or unique product assortments and branding programs. USMEF is
leveraging U.S. beef’s solid reputation for quality and supply reliability as it works with Japanese
retailers and foodservice establishments to add more U.S. beef cuts and execute cutting edge
merchandising and menuing strategies. Another key factor in sustaining U.S. beef’s outstanding
performance has been USMEF’s concentration on initiatives that would “move the meat.” This is
coinciding with Japan’s ongoing consumer driven “meat boom” which has prompted restaurants
and retailers to focus on developing new dishes and products to capture trending demand. With a
goal of increasing the volume of U.S. beef sold to end consumers in Japan, USMEF’s cut
innovation, a thick 16-ounce piece of U.S. beef dubbed the “pound steak,” is a major departure
from the 6- to 8-ounce cuts normally sold in Japan. USMEF has been highly successful in its push
to establish this unique item as another consumer food trend in Japan. The ongoing integration of
U.S. beef’s quality imaging campaign, “American Beef, For You,” with these tactics is reinforcing
customer loyalty in all sectors.
At the retail level, USMEF has worked with individual national supermarket groups and regional
chains to expand the range, grades, and variety of meats offered by these accounts. USMEF
advanced further segment growth through these important retailers with the introduction of value-
added/branded programs and a more customized approach, involving company-specific education,
promotion and PR. With WBC support, the following point of sale marketing activities and tasting
Attachment A to FY2019 WBC Program Evaluation DocumentPage 2 of 5
demonstrations were deployed to support strategic retail targets as they integrated multiple
merchandising concepts, including the “pound steak,” and expanded the overall range of U.S. beef
cuts promoted to consumers:
• Aeon Group, the largest retail chain in Japan, has
remained a strong customer of U.S. beef and high-
volume seller. In January, Aeon conducted a
nationwide American Beef Fair, highlighting U.S.
chuck eye roll, chuck tail flap, short plate and tongue
for yakiniku. In addition to newspaper
advertisements that featured these cuts, USMEF
supported this important retail partner with a tasting
demonstrations, and individual seasoning packets
for steak packaged with the cuts. Aeon sold 150 mt
of U.S. beef products during the period.
• Daiei’s 177 outlets across the Tokyo and Osaka
suburban areas have continuously featured USDA
Prime chuck eye roll since they added the cut to their
range that had previously included U.S. chuck short
rib and short plate for yakiniku in the chain’s regular
program. In 2018, Daiei expanded their assortment to
include U.S. inside and outside round, tongue and
intestine. In February, USMEF supported Daiei’s
USDA prime beef line with a promotion involving
tasting demonstrations and a newspaper insertion.
During the period, Daiei sold 81 mt of U.S. beef.
• Max Valu Kyushu, a leading local supermarket chain
in the region, regularly conducts a special biannual
sales promotion called “Max Day.” For this February
2019 event, the company featured U.S. beef products,
including chuck eye roll and short plate with
accompanying recipes and menu suggestions for
barbeque and yakiniku applications. USMEF
supported the day’s tasting demonstration, newspaper
insertion and TV commercial, which helped drive U.S.
beef sales up 6% from a year earlier to 117 mt. The
director of Max Valu Kyushu expressed appreciation to
USMEF and confirmed the company’s plans for
promotions featuring U.S. beef later in the year.
• Izumi is a regional supermarket chain with 110 outlets in the
Chugoku and Shikoku areas of Japan. The chain’s American
Beef Fair in February promoted U.S. chuck eye roll, prime
top blade muscle and marinated hanging tender, all of which
received top billing during the period with support from
USMEF with point of sale tasting demonstrations. The
outlet’s participating in the event sold 51 mt of U.S. beef
during the period.
Attachment A to FY2019 WBC Program Evaluation DocumentPage 3 of 5
Aeon owns 2,166 supermarkets in Japan, although not all participated in the American Beef Fair.
Max Valu is a subsidiary of Aeon Group.
With “pound steak” in Japan
increasingly associated with U.S.
product, and, given its ongoing success
with foodservice and retailer buyers,
USMEF also utilized WBC funds to
continue its active promotion and
development of this category with more
comprehensive education for the end
consumer. In January, USMEF teamed
up with ESSE, a popular lifestyle
magazine for housewives to feature
U.S. beef “pound steak” as a headliner
for Valentine’s Day dinner. USMEF
carried paid publicity with a two-page, full-colored article introducing how to prepare the special
U.S. cut and pairing it with a side dish and dessert, with Ms. Rika Yukimasa, a well-known cooking
instructor, providing cooking tips and explaining U.S. beef’s unique attributes.
As a tie-in with the ESSE publicity,
USMEF conducted an American
beef cooking event for 50 lucky
readers of the magazine, selected
from a pool of applications. The
presentation included an overview
of the U.S. production system
which was highlighted through a
series of slides showcasing
Wyoming producers and their
ranches. Ms. Yukimasa followed
with a cooking demonstration of
U.S. pound steak, Nicoise-style
salad and chocolate mousse.
Participants eagerly listened to the information and enjoyed tasting the American beef dinner
course, with all echoing favorable comments about their experience, for example:
• “I’ve always failed and overcooked steaks but feel like preparing American beef thick cut steak
with these new cooking tips.”
• “I have a vague image on American beef by mass production, and today’s presentation changed
it by knowing real cowboys are carefully raising cattle. I’d like to purchase American beef by
myself.”
2019 U.S. Beef Export Update
Beef exports to Japan were moderately lower than a year ago in March, but still finished the first
quarter 2% above last year’s pace in volume (74,147 mt) and 5% higher in value ($480.4
million). This was fueled by growth in variety meat exports, with the U.S. shipping more tongues
and skirt meat to Japan. U.S. beef faces a widening tariff disadvantage in Japan compared to
imports from Australia, Canada, New Zealand and Mexico, and the latest tariff reduction for
these countries didn’t take effect until April 1. U.S. beef cuts are still subject to a 38.5% tariff in
Attachment A to FY2019 WBC Program Evaluation DocumentPage 4 of 5
Japan while other competitors’ rates are nearly one-third lower at 26.6%. This situation
underscores the urgency of the U.S.-Japan trade negotiations, which must progress quickly if the
U.S. is going to continue to have success in the leading value market for U.S. beef. Japan’s
tariffs on beef variety meat are lower, but U.S. shipments are subject to a duty of 12.8% while
competitors pay less than half that rate.
FUNDING SUMMARY
Funding Summary
Wyoming Beef Council $25,000
USMEF Contribution $71,721
Third Party Contributions $54,201
TOTAL PROGRAM IMPACT $150,913
USMEF activities described in this report are funded through the Beef Checkoff
Program as well as various USDA market development programs and the national and
state soybean and corn checkoff programs.
Attachment A to FY2019 WBC Program Evaluation DocumentPage 5 of 5
USMEF ACTIVITY REPORT TO
THE WYOMING BEEF COUNCIL
U.S. Beef Market Development Activities in Taiwan
May 2019
The USMEF activities described in this report were funded by the
WYOMING BEEF COUNCIL
Attachment B to FY2019 Program Evaluation DocumentPage 1 of 4
ATTACHMENT B
Wyoming Beef Council Activity Update
This report summarizes market development activities conducted by the U.S. Meat Export
Federation to date in FY2019 in Taiwan on behalf of the U.S. beef industry and its partner, the
Wyoming Beef Council (WBC). USMEF would like to acknowledge and thank the WBC for its
financial and personnel assistance in implementing these projects.
TAIWAN
Taiwan’s demand for U.S. beef continued to surge in 2018, with exports increasing 33% in volume
(59,694 mt) and 34% in value ($550 million) from the previous records set in 2017. Export value
to Taiwan has doubled over the past five years, setting six consecutive records, and U.S. beef holds
more than 75% of Taiwan’s chilled beef market – the largest share of any Asian destination.
USMEF has worked closely with all parties involved in the U.S. beef supply chain in Taiwan to
expand their familiarity and comfort in utilizing U.S. beef as a key strategy to maintain
competitiveness in this dynamic and growing market. Taiwanese consumers have two primary
associations when it comes to U.S. beef: grain-fed deliciousness and versatility. U.S. beef steak
addresses both of those qualities, a major advantage since steak has become very popular with
consumers in Taiwan.
Promoting U.S. beef tri tip as an affordable steak cut in the market and working to increase U.S.
beef sales for the country’s foodservice operators, USMEF organized a “Steaklicious U.S. Beef
Steak Month” in 2018. The campaign, the first steak-themed promotion for USMEF in Taiwan,
involved restaurants in Taipei City, New Taipei City and Taichung City. To reach a wider audience
and deliver more tailored messages about U.S. beef and, specifically, U.S. beef steak, USMEF
cooperated with more than 40 foodservice brands classified into four categories separated by price
range and brand type. Participating foodservice operators surveyed after the event overwhelmingly
believed it strengthened the image of U.S. beef. It also won over
Taiwan’s steak lovers. The managers of the participating
restaurants believe the event played an important role and
helped influence customers to choose the U.S. beef steak items
on their menus, as all saw their sales of steaks grow two to three
times during the promotion.
In 2019, WBC funds supported USMEF’s ongoing branding of
U.S. beef’s image of quality and its association with the
country’s increasingly prevalent “steak-culture” through
educational gatherings, public relations activities and
promotions as part of the second annual “U.S. Steak
Month,” March 27-April 26, 2019. USMEF hosted
dozens of steakhouse operators and chefs for a seminar
on Dec. 13, 2018 to introduce the 2019 theme
highlighting the great cattle producing state of Wyoming
and various U.S. steak cuts, including affordable value
cuts like tri tip and chuck ribeye that it would feature
during the month. Several major U.S. beef importers
Attachment B to FY2019 Program Evaluation DocumentPage 2 of 4
were also invited to participate in a product
showcase session where foodservice participants
were able to make valuable business contacts and
secure important supply connections.
The 2019 U.S. Steak Month officially kicked off
with a press conference on March 27 at the Regent
Hotel Taipei. More than 20 journalists attended the Wyoming-themed event. Since it coincided
with Children’s Day in Taiwan, USMEF also invited several families and their little cowboys and
cowgirls to join in the celebration. Chris Frederick, Agricultural Trade Office Director in the
American Institute in Taiwan, and Cleo Fu, Agricultural Marketing Specialist, were also on hand
to share opening remarks. Coverage of the press conference was carried by 35 different print and
online media sources.
A total of 39 steakhouse brands (62 restaurants) across Taiwan
participated in this year’s U.S. Steak Month, all of which had already
committed to utilizing 50% or more U.S. beef in the beef products they
sold. The campaign was promoted through an integrated social media and
digital marketing strategy that included dedicated space on the popular
Line messenger app complete with event details such as a list of
participating steakhouses and an introduction of popular and new U.S.
steak cuts, as well as online advertisements and incentives for user-
generated content. Consumers were also encouraged to visit USMEF
Taiwan’s Facebook page and the “eatfans” page to share posts about their
experience with U.S. beef during the month. Ultimately, participating
restaurants reported their U.S. beef sales increased an average of 10%
during the promotion period. Moreover, USMEF’s communications
activities generated tremendous publicity and reach—the total media PR
value of which was $1.2 million, an ROI of 10.31 times the actual PR
budget—per the following:
• U.S. Steak Month promoted on Line messenger app
o 8,303 Line friends in total during the event period
o 24,000 times interacts in total
o 159 posts of user-generated-content (UGC)
• U.S. Steak Month promoted on Facebook
o 285,743 times reaches in total
Attachment B to FY2019 Program Evaluation DocumentPage 3 of 4
o 19,013 times interacts in total
• Other Media Channels
o Key Opinion Leaders (KOL) co-op on YouTube—10 videos were shared. The
KOLs introduced the event, steakhouses, and different cuts they recommend
followers to try through their own words and style. The videos combined had more
than 318,000 views.
o Coverage from two major local newspaper outlets; one radio live broadcast and one
TV spot.
o https://www.facebook.com/eatfans/videos/388142245106624/): 35 shares.
2018 U.S. Beef Export Update
Through the first quarter of 2018, Exports to Taiwan were 3% above last year’s record pace at
13,487 mt, though value slipped 7% to $117.8 million. U.S. beef continues to dominate Taiwan’s
chilled beef market with 75% market share.
FUNDING SUMMARY
Funding Summary
Wyoming Beef Council $50,000
USMEF Contribution $107,921
Third Party Contributions $39,900
TOTAL PROGRAM IMPACT $197,821
USMEF activities described in this report are funded through the Beef Checkoff
Program as well as various USDA market development programs and the national and
state soybean and corn checkoff programs.
Attachment B to FY2019 Program Evaluation DocumentPage 4 of 4
Attachment C
https://valuesheets.ncba.org/value-sheets/wyoming Attachment C, page 1 of 5
Wyoming2019 Federation Services Summary
Providing Service to State Beef CouncilsIn addition to the nearly $5 million invested to supplement the integrated state/national plan, Federation investments provide services for SBCs and to support the governance of the Federation.
As of June 2019, the Federation has completed Fiscal Year 2018 and is three quarters of the way through 2019.
State ServicesThe State Services department at NCBA provides the following services to SBCs:
Nutrition Seminar Program
A program which provides credentialed speakers at state nutrition influencer meetings. The Federation pays speaker honorarium and travel costs.
Wyoming did not utilize this program this year.
Extranet
An internal website to access materials needed to extend programs, including talking points on toughissues and details about national programs.
WranglerAn online resource sharing tool for high-resolution photos, videos, etc.
Monday MemoA weekly electronic newsletter highlighting state and NCBA news.
Partnerships in Action Conference
A multi-day conference for staff to work together in extending a unified, national, demand-building plan.
7/25/2019 Wyoming
https://valuesheets.ncba.org/value-sheets/wyoming Attachment C, page 2 of 5
Kosha Olsen and Ann Wittmann attended in October 2018.
Orientation
A multi-day orientation for new SBC directors and staff to learn about checkoff programs and theFederation (an investment of $500-$1,000 per attendee).
JW Rankin attended in April 2019.
Webinars
Held at least monthly covering the latest information in checkoff program areas and market trends.
Survey MonkeySBCs are encouraged to utilize the State Service's SurveyMonkey subscription and work with StateServices to create their surveys. The cost of SurveyMonkey is $300/year, but free for SBCs.
Wyoming did not utilize this service this year.
Customer ServiceThe Customer Service department at NCBA provides a central point for SBCs to order items toenhance state and national programs, such as recipes and educational brochures. The online storeoffers materials 24/7.
Between June 2018 and May 2019 your state made 6 Beef Store orders. SBCs made atotal of 463 orders, making your state 1.3% of the total orders.
The Design Services, Customer Service and Science, Culinary & Outreach teamscoordinated the creation and ordering of 50,000 Nourish Your Heart Recipes cards -your state ordered 200.
The Design Services, Customer Service and Science, Culinary & Outreach teamscoordinated the creation and ordering of 7,335 Strength: The Field Manuals(https://www.beefitswhatsfordinner.com/nutrition/strength/strength-field-manual) -your state ordered 150.
7/25/2019 Wyoming
https://valuesheets.ncba.org/value-sheets/wyoming Attachment C, page 3 of 5
The Design Services, Customer Service and Science, Culinary & Outreach teamscoordinated the creation and ordering of 36,300 AHA Recipe Cards - your state ordered250.
Design ServicesThe Design Services department at NCBA is a full-service, in-house, design agency. SBCs can requestprojects as simple as a business card design to as complicated as a nutrition education brochure foruse at a state dietetic association meeting.
NCBA also provides large format printing for SBCs (on a fee basis) for anything from a single 20”x 30” poster mounted on foam core to a large vinyl display banner to use at local trade shows.NCBA also has a video production division which provides pre-production (planning, script writing,consultation) and post-production (video editing, animations, color correction) services to supportlocal programs with national-quality video.
Between June 2018 and May 2019 your state submitted 2 Design Services Help Desktickets. SBCs made a total of 361 orders, making your state <1% of the total orders.
Your state’s Annual Report was produced by the Federation Services team last year.
Information Technology (IT)The Information Technology (IT) department at NCBA provides assistance by creating and hostingwebsites, hosting email service, providing technical support and consultation for all areas of technologyand shared savings on conference call/webinar service.
Between June 2018 and May 2019 your state submitted 6 IT Help Desk tickets. SBCsmade a total of 1094 orders, making your state 1% of the total orders.
The Wyoming Beef Council website (https://www.wybeef.com/) was redesigned thisyear.
7/25/2019 Wyoming
https://valuesheets.ncba.org/value-sheets/wyoming Attachment C, page 4 of 5
NCBA State CommunicationsNCBA State Communications provides assistance in writing news releases, articles for publications,content for the internet and social media, audio for broadcast, brochure copy and othercommunications tools. It creates the Federation page in National Cattlemen newspaper, which reachesmore than 30,000 producers monthly, produces the Federation Annual Report(https://www.ncba.org/federationannualreport.aspx) in Directions magazine, and helps SBCsdevelop copy for their own annual reports.
SBC Travel GrantThe SBC Travel Grant is a fund established by the Colorado Beef Council, but managed by StateServices, which provides funds for staff from small SBCs to travel to national meetings.
Wyoming did not utilize this service this year.
Governance and Leadership DevelopmentThe Governance and Leadership Development team at NCBA provides opportunities for staff andvolunteer leaders to develop their leadership skills at the annual Professional Development Workshopand Richard McDonald Leadership Institute.
Ann Wittmann attended the 2018 Professional Development Workshop.
No one attended the 2018 Richard McDonald Leadership Institute.
NCBA Science, Culinary & OutreachThe NCBA Science, Culinary & Outreach team will review state research projects, providing a scientificperspective on the project and ensuring coordination (and not duplication) of research effortshappening at the state and national level.
Culinary Innovations Team
7/25/2019 Wyoming
https://valuesheets.ncba.org/value-sheets/wyoming Attachment C, page 5 of 5
The Culinary Innovations Team provides recipes and cut images to use in print and digital media.States also have access to the Culinary team for state events.
Human ResourcesThe Human Resources team provides consulting services.
Wyoming did not utilize this service this year.
Strategic PlanningThe Federation provides Strategic Planning workshops and checkoff program updates. These one- ortwo-day workshops, conducted with SBC boards of directors, address the Beef Industry Long RangePlan (LRP) and Beef Demand Drivers. They are designed to assist state councils in prioritizing theirprojects and identifying ways to align with the industry LRP.
Wyoming did not utilize this service this year.
Other State Beef Council ServicesOther value points.
In May 2019 Barry Strand conducted a Beef and Wine Presentation for Dietitians.
Governing the FederationInvestments support the governance structure for the Federation, such as the Federation Division ofthe NCBA board of directors, the Federation Executive Committee(https://www.ncba.org/federation.aspx) and the Federation officers. Maintaining a strong,independent Federation is part of the Federation Charter. Federation funds allow this governing body tohave a voice for the state share of the beef checkoff.
Attachment D to FY2019 Program Evaluation Document Page 1 of 5
Wyoming Beef Council Homegrown Recipe Ad Campaign Final Campaign Report Campaign Dates: 9/10/2018 – 11/30/2018
The Wyoming Beef Council’s Homegrown Recipe campaign utilized YouTube Video Ads and Google Search Ads. The campaign ran a variety of recipe videos, including the Homestyle with Kylie recipe spots. The campaign also ran Google Search ads for recipes on WyBeef.com. The campaign had a total budget of $8,000 with $6,750 dedicated to YouTube and $1,250 allocated to Google Search. The campaign was in-market from September 10 to November 30, 2018.
YouTube Campaign Overview
• In total, the video advertising campaign generated 210,718 video views and 603,304video impressions
o Video views are defined as the number of consumers who viewed the entirevideo or at least watched :30 seconds.
o Impressions are the number of consumers exposed to the spots.
• The videos during this campaign recorded a cost per video view of $0.03.o This cost is exceptionally low, allowing the campaign to stretch its budget and
capture a significantly strong number of total video views.
• The entire campaign averaged a 34.94% video view rate, meaning that over 3 in tenviewers chose to watch at least 30 seconds of the video that they were served.
• The entire $6,750 budget was spent during this timeframe.
Google Search Campaign Overview
• In total, the Google Search advertising campaign generated 2,864 clicks toWybeef.com.
• The campaign averaged an average Cost Per Click of $0.44.
o This was just able to beat our goal of $0.45 cost per click.
• The entire $1,250 budget was spent during the timeframe.
Attachment D
Attachment D to FY2019 Program Evaluation Document Page 2 of 5
Video Performance Breakdown
Here’s how each video breaks down in terms of number of completed views and view rate (% of consumers who were exposed to the spot and chose to watch the entire video).
Beef Style Sushi
Views: 42,819
View Rate: 23.24%
Beef Stroganoff
Views: 29,080 View Rate: 34.70%
Beef and Barely Soup Views: 28,630
View Rate: 56.13%
Beer Pretzel Dogs
Views: 26,424 View Rate: 26.43%
Beef Gyros Views: 19,699
View Rate: 59.20%
French Dip Sliders Views: 16,686
View Rate: 45.79%
Attachment D to FY2019 Program Evaluation Document Page 3 of 5
Sheet Pan Steak Veggies Views: 15,992
View Rate: 48.66%
Beef and Veggie Soup
Views: 12,718
View Rate: 39.19%
Cider Stew
Views: 8,402
View Rate: 32.79%
Taco Breakfast Cups
Views: 5,443 View Rate: 35.95%
Beef Breakfast Bowl
Views: 4,825
View Rate: 58.63%
Attachment D to FY2019 Program Evaluation Document Page 4 of 5
Device Breakdown
The majority of users watched the video ads on their mobile device (38%) followed by computers (30%). Tablets accounted for 21% of views followed by TV Screens at 11%. TV Screen views are where users can watch YouTube through a connected TV.
Search Campaign Breakdown
Top Ad Groups
The campaign was set up to feature each recipe in its own ad group to make the ad most relevant to the search term. These top ad groups represent the most searched for recipes that are featured on WyBeef.com.
- Recipeso 57,803 impressionso 1,102 clicks
- Meatloafo 5,698 impressionso 829 clicks
- Chilio 2,596 impressionso 190 clicks
- Stroganoff
Mobile Phones 38%
Computers 30%
Tablets 21%
TV Screens 11%
Views
Attachment D to FY2019 Program Evaluation Document Page 5 of 5
o 2,008 impressionso 320 clicks
- Mac and Cheeseo 1,049 impressionso 68 clicks
Device Breakdown
The majority of clicks to the recipes on WyBeef.com (74%) came from users on a mobile device followed by tablets (16%) and computers (10%).
Mobile Phone 74%
Tablet 16%
Computer 10%
Clicks
ATTACHMENT E
Date Sent Title # Sent Opt outs % Open % Click-throughs
Forwards Google Alerts
Print Mentions MEDIA REACHCIRCULATIONJust newspaper
TOTAL REACH
Nutrition Publications6/27/2018 Free Webinar: Mediterranean Diet 86 0 35% 3% 0 N None
3/13/2019 Registered Nutritionists Day-We appreciate you 101 0 30% 1% 0 N None
4/11/2019 Webinar recording available-Feeding the future w/o eating the planet 103 0 38% 2% 0 N None
TOTAL Nutrition Outreach 34% 2%
Press Releases
7/11/2018 Governor appoints JW and Lynn 174 0 35% 0% 0 Business Farmer
Torrington Telegram, Powell Tribune, Douglas Budget
11,000 web, 2,400 + 3900 + 4150 print 21,450
8/9/2018 WBC August meeting announcement 420 0 26% 1% 0 Y
8/28/2018 Program Evaluation Document release 203 0 31% 2% 0 Y
10/15/2018 October meeting announcement 419 0 27% 3% 0 Y
10/22/2018 Soups & Stews 217 0 35% 0% 0 N N. WY Daily News (Worland) Weston Co. Gazette, WY Livestock Roundup 2800, 900, 5600 9,300
11/5/2018 WBC Participates in National Campaign 195 0 35% 1% 0 Y WY Livestock Roundup, WY Tribune Eagle (Cheyenne( 5600, 11600 17,200
11/6/2018 WBC Rules 701 0 29% 0% 0 Y Paid notice CST, Unpaid-WY Livestock Roundup
14,496 paid, unpaid 5,600 20,096
12/11/2018 Time to Propose a Roast-Holiday Recipes 194 0 29% 1% 0 YGillette News Record, Sunday edition, N. WY
Daily News (Worland), Bridger Valley Pioneer
6500, 2800, 1500, 10,800
1/7/2019 Website updates 968 0 27% 2% 0 YWeston Co. Gazette, Sublette Examiner, WY Tribune Eagle, Rocket Miner, WY Livestock
Roundup
900, 1850, 11,600, 5500, 5600 25,450
1/10/2019 Petsch reappointed to CBB 811 0 30% 0% 0 Y Casper Star Tribune 14,496 14,496
3/6/2019 WBC to meet in Riverton March 19-20 210 0 22% 1% 0 YLusk Herald, Torrington Telegram, WY
Livestock Roundup, Bridger Valley Pioneer, Republican Rustler
1,300 + 2,400 + 5,600 + 1,500 + 1,000 10,900
3/7/2019 Beefshi 988 1 28% 3% 0 Y WY Livestock Roundup 5,600 5,600
3/27/2019 WBC Stands w/1st Lady against childhood hunger 914 2 25% 1% 0 Y WY Livestock Roundup, WY Tribune Eagle,
Weston Co. Gazette 5,600 + 11.600 +900 18,100
4/8/2019 WBC Plans 2020 Marketing Efforts 825 1 27% 0% 0 Y WY Livestock Roundup 5,600 5,600
4/10/2019 Chuck Knows Beef 978 1 27% 0% 0 Y
5/6/2019 Top 5 Grilling Tips for Natnl BBQ Month 794 1 25% 1% 0 Y Gillette News Record 6,500 6,500
5/29/2019 WBC to meet Conference Call June 11 201 0 34% 0% 0 N WY Livestock Roundup 5,600 5,600
6/20/2019 WBC Selects Directors to USMEF 240 1 29% 2% 0 Y Powell Tribune, Cody Enterprise 3.900 + 6,600 10,500
Media Reach Summary Fiscal Year 2019, July 1, 2018 through June 30, 2019
ATTACHMENT E
l Press Releases : 18 9452 27% Impressions 181,592
Producer Newsletter 616 1 26% 2% 0
7/18/2018 July 2018 Raising the Steaks 680 0 25% 0% 0
8/28/2018 August 2018 Raising the Steaks 680 0 25% 0% 0
9/19/2019 September 2018 Raising the Steaks 678 0 24% 2% 0
10/17/2018 October 2018 Raising the Steaks 569 0 22% 1% 0
11/5/2018 November 2018 Raising the Steaks 569 0 29% 1% 0
12/11/2018 December 2018 Raising the Steaks 570 0 23% 0% 0
1/8/2019 January 2019 Raising the Steaks 566 0 21% 1% 0
2/21/2019 February 2019 Raising the Steaks 754 1 25% 1% 0
3/21/2019 March 2019 Raising the Steaks 753 1 26% 1% 0
4/11/2019 April 2019 Raising the Steaks 742 0 24% 0% 0
5/13/2019 May 2019 Raising the Steaks 921 2 24% 2% 0
6/10/2019 June 2019 Raising the Steaks 878 1 18% 1% 0
Total Raising the Steaks Producer Newsletter: 12 24.00% 1.00%
Attachment E, page 2 of 7
Hard Media Analytics
DATE OTHER MEDIA MENTIONS Web MEDIA REACHCIRCULAT TOTAL REACH
7/20/2018 UW Provides Western Experience at Cheyenne Frontier Days (WBC was sponsor-participant for beef days) UW website, Torrington Telegram 11,000 11,0008/9/2018 Dave True mentioned as past member of WBC Glenrock Independent Douglas Budget 09/1/2018 WY Beef Iniaitive-Beef to Taiwan (WBC not specifically mentioned) Greybull Standard, Uinta County Herald, Bridger Valley Pioneer 0 0
Oct-18 Paid and unpaid mentions of ICOW convention with Wittmann as attendingLingle Guide, Glenrock Independent, Torrington Telegram, WLR Roundup, Rock Springs Rocket Miner, Lusk Herald, Douglas Budget 0
11/10/2018 Montana Beef Council-forms required for funds to stay in MT WY Livestock Roundup 5,600 5,60011/10/2018 Schedule of events for WSGA Winter Roundup-includes Wittmann presentation of Chuck WY Livestock Roundup 5,600 5,60012/1/2018 Article about WYSGA winter meeting--Wittmann will introduce Chuck WY Livestock Roundup 5,600 5,60012/29/2018 Summary of Chuck presentation from WSGA conference WY Livestock Roundup 5,600 5,6003/21/2019 Reference to WBC by Spencer Ellis in National Ag Day feature Lovell Chronicle 2,080 2,0804/6/2019 Commodity boards are interim topic for Joint Ag & Natural Resource Committee WY Livestock Roundup 5,600 5,6006/22/2019 OP Ed piece in WY Livestock Roundup: WBC feature on Jennie Gordon w/b featured nationally WY Livestock Roundup 5,600 5,600
46,680 46,680
Fiscal Year 2019 - July 1, 2018 through June 30, 2019
Attachment E, page 3 of 7
WYBEEF.com Activity/Engagement FY2019
Month Page Views SessionsJul 1,426 771 Aug 1,666 874 Sept 2,539 1,399 Oct 3,811 2,544 Nov 3,747 2,248 Dec 1,673 688 Jan 1,208 531 Feb 804 512 Mar 930 472 Apr 757 371 May 888 551 Jun 553 376
20,002 11,337
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun
FY2019 wybeef.com Activity / Engagement Page Views Sessions
Attachment E, page 4 of 7
Month Impressions Engagement %Jul 9550 670 7%Aug 7761 194 2%Sept 2217 72 3%Oct 5556 232 4%Nov 8310 278 3%Dec 5278 164 3%Jan 5247 128 2%Feb 3691 104 3%Mar 9881 445 5%Apr 4748 121 3%May 8173 201 2%Jun 3973 74 2%FY 2019 74385 2683 4%
Facebook Activity/Engagement FY 2019
0
2000
4000
6000
8000
10000
12000
Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun
FY 2019 WYBeef Facebook Activity
Impressions Engagement
Attachment E, page 5 of 7
Month ViewsJul 40Aug 11Sep 43,100Oct 84,500Nov 73,800Dec 40Jan 19Feb 28Mar 34Apr 9May 5Jun 10
201,596
FY2019 YouTube Analytics
0
10000
20000
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40000
50000
60000
70000
80000
90000
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
FY 2019 YouTube Views
Views
Attachment E, page 6 of 7
Month Engagement % # Followers Engagement #Jul 14.90 235 35Aug 40.00 224 90Sept 24.60 240 59Oct 0.00 246 0Nov 9.60 250 24Dec 0.00 248 0Jan 9.30 247 23Feb 0.00 247 0Mar 0.00 250 0Apr 0.00 250 0May 0.00 254 0Jun 28.30 254 72Annl Avg 10.56 245 303
FY2019: 227 Instagram Posts
FY2019 Instagram Analytics
Attachment E, page 7 of 7