Program Update 1517-PC Helping Producers Get To Know Their Checkoff 1
Most Producers Find Information Do You Actively Seek Information About The Checkoff? Actively seek Both Don't Know Found while looking for industry information Refused 2
Your PC Arenas Paid: Advertising traditional, online, digital E-blasts, newsletters (NLs) Owned: Board, Federation, state updates Public beef, dairy newsletters State newsletters, website widgets Earned media: Releases, other materials picked up by traditional and electronic media Social (shared): Facebook, Twitter, YouTube Social Earned Media Paid Ads MBC.com State NLs, RSS Paid E-blasts, NLs Updates, NLs 3
MyBeefCheckoff.com - Keystone FY14 Results: 81,460 sessions 57,080 Visitors 222,944 Page views FY15 Q1-Q2 Results: 78,099 sessions 28% 55,096 Visitors 27% 186,572 Page views 15% Mobile Responsive = Mobile Access 774% 4
Paid Media 5
Paid Media Delivers a cohesive, consistent, unfiltered message through more than 60 traditional and digital venues where investors tell us they go for information about their industry In FY14, this effort generated about 20 million impressions In FY15, we are holding the line and expecting to generate about 20.5 million impressions. A growing number of these impressions are shifting to digital venues 6
Checkoff Readex Results FY 15 At or above average scores: Beef 5 studies Remember Seeing / Attention-Getting 4 out of 5 Read Half or More / Believability 5 out of 5 Found Useful/Info Value 3 out of 5 Dairy 2 studies Remember Seeing 0 out of 2 Read Half or More 0 out of 2 Found Useful 1 out of 2 Auction (HPJ) 2 studies Remember Seeing 2 out of 2 Read Half or More 2 out of 2 Found Useful 1 out of 2 Found Useful Read Half or More Remember Seeing Found Useful Read Half or More Remember Seeing Found Useful Read Half or More Remember Seeing Information Value Believability Attention-Getting Information Value Believability Attention-Getting Found Useful Read Half or More Remember Seeing Found Useful Read Half or More Remember Seeing Found Useful Read Half or More Remember Seeing Found Useful Read Half or More Remember Seeing Cattlemen's Beef Board FY '15 Print Ads Readex Results BEEF Jan '15 Beef Today mid-feb '15* Successful Farming Oct '14 0% 20% 40% 60% 80% 100% 120% CBB Score Issue Avg. Progressive Farmer* CattleLink Oct '14 Hoard's Dairyman March 25 '15* Hoard's Dairyman Oct '14* High Plains Journal Feb '15 High Plains Journal Oct '14 Progressive Farmer * CattleLink mid-feb '15 *Issues with CBB & BQA ads
Earned Media 8
Earned Media 450+ Media self-maintain MBC.com mailing list: In FY14, we distributed 103,436 items to these influencers and maintained 49% open and 46% click-thru rates Industry benchmarks: 22.5% open;.5% click-thru First six months of FY15, we have distributed 49,929 items with 43%* open and 14%* click-thru rates This earned media effort resulted in 6,263 placements in FY14 and 3,479 placements for first half of FY15 * Q2-Q3 only; engagement data corrupted during Q1 9
Direct Communications 1010
Direct Communications 725 CBB, Federation committee members, QSBC boards/staff: In FY14, we distributed 55,735 items and maintained 74% open and 29% click-thru rates During FY15 Q1-Q3, we have distributed 61,421 items with a 62%* open and 25%* click-thru rates 10,526 investors subscribe to MyBeefCheckoff newsletters: During FY15 Q1-Q3, we distributed 127,277 items and maintained 24% open and 6% click-thru rates First six months of FY15, we have distributed 90,549 items with a 28%* open and 4%* click-thru rates 1111
Social Media FY14 FY 15 Q1-Q3 Facebook Followers 7,621 10,807 Reach 259,411 639,071 Engagement 65,955 224,055 Twitter Followers 5,887 7,448 Reach 472,569 2,167,185 Engagement 1,754 1,489 YouTube Followers 124 144 Reach 4,527 5,674 Engagement 64 86 1212
Rev it up Challenge 4x4 Donated by Yamaha 1313
Contest Goals & Success Metrics Increase awareness of Beef Checkoff Program results, including ROI Paid & Earned media placements: 6.9 million (Goal: 8.8 million impressions) Boosted Facebook posts: 86,610 reach (Goal: 47,000 120,000, based on $250 ad spend) Facebook weekly organic reach: average of 145,180/week and 4.4 million impressions (Goal: 30,000 45,000/week and 2 million Impressions) Increase Facebook likes through sharing and participation Facebook page likes: 1,860 (Goal: 500) Increase traffic and engagement through My Beef Checkoff Facebook page Entries: 99 (Goal: 100 150) Votes: 5,309 (Goal: 1,000 1,250) Engagement with posts: 1,337 likes, 100 comments, 327 shares (Goal: 1,000 likes, 60 comments and 250 shares) Increase referral traffic to MyBeefCheckoff.com Visits to contest landing page: 555 page views / 472 unique page views (Goal: 350 500) Pages per visit: 2.28 (Goal: 1 2 pages) Time spent on site: 2 minutes (Goal: 1 2 minutes) 1414
State Support 1515
State Support State board and staff communications Weekly program updates, releases, Checking In to 500+ state board members and staff, and About 100 Federation board members serving on checkoff committees Custom newsletters 12 states, about 5,000 subscribers Widget/news feeders 14 states, generates about 10% of use Custom materials design 28 states, 60+ projects 1616
Overall Result? June 15 Producer Attitude Study found: 76% of producers support the checkoff Trust 68% of producers believe the checkoff is being managed well 81% of producers believe the checkoff helps build demand Ownership 71% of producers believe the checkoff represents their interests 71% of producers believe the checkoff contributes to their operation 1717
Questions? 1818