PRODUCER COMMUNICATIONS
Checkoff programs funded through the “producer communications” budget category
focus on communicating to beef producers and importers who invest in the checkoff
program the results of their investments. This includes a national advertising campaign and
paid media efforts, as well as direct communications with checkoff leadership, state beef
councils, livestock markets and other industry partners.
Making Checkoff Info Easier to Find
A new MyBeefCheckoff.com provides an easy to navigate selection of checkoff
resources and program results. The new site also has a new “Meeting Center”
that provides checkoff meeting and committee materials and information all in one
place. The website remake modernizes and simplifies organization of materials and
makes everything accessible. In addition, it is “responsive,” which means it views
the same on all electronic devices, from computer to tablet to smartphone.
Breaking Through with Checkoff Messages
The FY 2014 “Did You Know?” producer-communications ad
campaign proved very effective in ag publications. For example, an
ad featuring CBB Chairman Kim Brackett in BEEF magazine was No.
1 in the entire edition measured for “read half or more” and No. 2 for
“remember seeing.” Subsequent additions to the campaign continued
to perform well and included print, online and video testimonials
from cow-calf producers Troy and Stacy Hadrick, stocker and feedlot
operator Roger Clift and cow-calf producer Dawn Caldwell, as well as
a new “Did You Know?” video commercial.
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“Our beef checkoff has invested in market research
to better understand millennials — those consumers
between the ages of 20 and 34 and now the largest
generation. Most millennials gather their information
through their smartphones or tablets, so our beef
checkoff promotion efforts are adjusting to engage this
generation of beef eaters.”
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Extending ROI Messages
To share the positive messages of the checkoff’s Return on Investment
study in 2014, the checkoff developed a comprehensive landing page,
“Measuring Value of Checkoff Programs,” populated with dozens of print,
trade show, and social-media materials that show the results from every
angle. The producer-communications team also customized ROI materials,
by request, for more than a dozen state beef councils. In August alone,
the campaign led to 486 media reports, 639 tweets, 186 Facebook posts,
484,000 TV viewers, 732,552 ad impressions, and 8,700 website visits that
garnered 27,000 page views.
14
While you and Kim are managing your operations,
your checkoff is reaching this technology-savvy
generation of consumers through all types of social
and online media.
Cow-calf producer
Getting Social With Investors
A growing number of checkoff investors are engaging in important
checkoff conversations on the My Beef Checkoff Facebook page and
through the My Beef Checkoff Twitter handle. The two platforms have
a combined following of more than 14,000 individuals and tremendous
engagement, with a combined monthly reach of about 80,000 people.
DID
YOU
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I talk with millennials on Facebook
about beef’s benefits?
5/13/14 4:18 PM
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