Measuring ResultsOther Research Completed

Readex Study Results Summary FY ’10Beef, Dairy & Auction Market Targets

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.

Beef Publication Readex Results FY ‘10

• Ads in both publication’s Readex studies performed very well, with our ads scoring above the average in most categories

• Our Page 4/C ad in Beef Today was measured with 48 other ads

• Notably, our ad was the #1 top scoring ad in the Found Useful category

• Our Page 4/C ad in BEEF wasmeasured with 31 other ads

• Also notable, our ad was the #5top scoring ad in the Readcategory and the #3 top scoringad in the Found Useful category

Dairy Publication Readex Results FY ‘10 • Our ad scores were slightly below average in both Hoard’s Dairyman Readex studies compared to all ads in each issue

• In the Oct issue our ½ page 4/C ad was measured with 29 other ads, 26 of which were larger than our ad• In the March issue our ½ Page 4/C ad was measured with 21 other ads, 18 of which were larger than our ad• Given this fact, we are pleased with our ½ Page ad scores

• When our ½ Page scores are compared only with other same size ½ page ad scores over the last 7 Readex studies conducted by Hoard’s, our scores are actually above that average in the Saw and Read categories, and just 1% below average in the Found Useful category

Auction Market Target Ad FY ‘10• Our ad in High Plains Journal was strategically placed within the Livestock Section and on the page that listed the dates of upcoming auctions

• Our ad size was a ¼ tabloidblack and white ad, the smallest studied ad in thisReadex study

• Our ad was measured with 16 other ads in theissue

• Our ad scored above averagein all categories

• Notably, our ad was the #2top scoring ad in the Readcategory

FY ‘10 BEEF E-Blast Summary Producer feedback• E-blasts focus on topics producers can respond to via a survey or question

• Respondents were eligible for a prize drawing • Content included many links to landing pages on MyBeefCheckoff.com

• Sign up for My Beef Checkoff monthly e-newsletter, producer testimonials, state beef council links

• The quarterly e-blasts to BEEF’s opt-in subscriber base were each followed by purchased impressions on the BEEF website corresponding to the topic of the prior e-blast• Results for 3 e-blasts

• 12,315 e-newsletters opened• 1,204 clicks on the survey link • 1,819 clicks on all links included in the e-newsletters • 14.8% average click-through percentage on all links

FY ‘10 Vance Quiz Summary

Producer Education•Quizzes are quarterly and designed to educate beef and dairy producers about the Beef Checkoff• Quiz links are placed on these websites and E-newsletters:

Cattlenetwork.com DairyHerd.comDrovers.com Dairy AlertDrovers Alert

• Producers find answers to quiz questions via links to landing pages on MyBeefCheckoff.com• Producers can also opt-in to subscribe to the beef or dairy version e-newsletter My Beef Checkoff News• Results

• 340,000 beef & dairy producer impressions• 639 respondents to quizzes –

• 53% beef; 47% dairy• 455 new My Beef Checkoff News opt-in subscribers –

• 60% beef; 27% dairy; 12% both• 70% of quiz respondents also signed up for the beef or dairy version e-newsletter

Electronic Metrics Overview

• The focus for paid electronic ads on livestock websites and in E-newsletters is to feature beef & dairy producer testimonials with the same look as our print advertising

• Throughout the year quizzes, surveys and program-area messages are also featured – Ads are updated frequently throughout the year to keep

messaging fresh in order to drive traffic to the website

• Following are metrics for paid website and e-newsletter advertising for the period October ‘09 – May ‘10. – Metrics will be updated at the end of the fiscal year

Website Metrics Oct ‘09 – May ‘10• Ads are placed on livestock publication & association websitesincluding BEEF, Cattlenetwork,High Plains Journal, Successful Farming, Progressive Farmer, Hoard’s Dairyman• And on internet auction websites Cattle USA & DV Auctions• 1.8 million impressions - views of pages that included our ad• 3,500 ad clicks -website users who clicked on our ad & were directed to a page on MyBeefCheckoff.com• Ad click-through percentage is 0.19% - well above the industry average of 0.11%

E-newsletter Metrics Oct ‘09 – May ‘10

• Ads are placed in newsletters with content written for and distributed to livestock producers

• Beef Today’s Cattle Drive, Progressive Farmer’s CattleLink, Dairy Today eUpdate, Dairy Herd Management’s Dairy Alert

• Ads have been included in 235,000 opened newsletters

• 539 ad clicks – newsletter recipients who clicked on our ad & were directed to a page on MyBeefCheckoff.com

• Ad click-through percentage is 0.23% - well above the industry average of 0.11%

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USFR Pre/Post Surveys: Purpose

• Benchmark awareness of and perceptions about the beef checkoff before ads began running during Baxter Black’s “Out There” program on U.S. Farm Report

• Benchmark awareness of and perceptions about the beef checkoff after ad schedule during Baxter Black’s “Out There” program on U.S. Farm Report was completed

• Contribute to ongoing benchmarking of key questions from Producer Attitude Survey

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RESULTS

Awareness of TV show, Baxter Black’s “Out There”

0% 20% 40% 60% 80% 100%

Dairy

Beef

Dairy

Beef

Never

Every few months

At least monthly

At least weekly

Beef: n = 123, 107Dairy: n = 83, 63

Do you watch U.S. Farm Report?

Do you recall watching Baxter Black’s “Out There” program during the U.S. Farm Report?

Pre

Post

Percent of respondents

Pre

Post

Beef: n = 158, 145Dairy: n = 120, 89

0% 20% 40% 60% 80% 100%

Dairy

Beef

Dairy

Beef

No

Not sure

Yes

13

RESULTS

Recall hearing about beef checkoff during program

0% 20% 40% 60% 80% 100%

Dairy

Beef

Dairy

Beef

No

Not sure

Yes

Beef: n = 57, 58Dairy: n = 34, 29

Do you recall hearing about the Beef Checkoff Program during Baxter Black’s “Out There” program?

Pre

Post

Percent of respondents

14

RESULTS

MyBeefCheckoff.com

0% 20% 40% 60% 80% 100%

Dairy

Beef

Dairy

Beef

No

Not sure

Yes

Beef: n = 158, 46Dairy: n = 120, 46

Have you ever heard of a Web site called “MyBeefCheckoff.com”?

When looking for information about the Beef Checkoff Program, have you visited MyBeefCheckoff.com?

Pre

Post

Percent of respondents

Pre

Post

Beef: n = 158, 143Dairy: n = 120, 88

0% 20% 40% 60% 80% 100%

Dairy

Beef

Dairy

Beef

No

Not sure

Yes

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USFR Conclusions• ¾ of respondents watch U.S. Farm Report at least monthly

– Increase in producers recalling Baxter Black’s “Out There” program (beef: 24% → 41%; dairy: 23% → 25%)

– More beef producers recall hearing about the checkoff during the program • “yes” 25% → 32%; “no” 32% → 12%

• Little change among dairy producers

• Significantly more producers have heard of MyBeefCheckoff.com– Dairy: almost doubled (28% → 52%); beef: 20% → 32%– About ¼ of respondents have visited the Web site for checkoff information

• Ratings for all checkoff parameters were similar or down slightly in June 2010 vs. September 2009

– Beef producers gave better approval ratings than dairy producers– Statement creating the most neutral/uncertain response is “beef checkoff

program is well-managed”– Many things, including advertisements on the “Out There” show, contribute

to producer attitudes toward the checkoff

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Ad Testing Survey: Purpose

Understand perspectives about three new versions of MyBeefCheckoff Can ad– Stopping power

– Message communication

– Likeability

– Planned action

– Ranking of preference

– Suggestions for improvement

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Ads Tested

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RESULTS

Main Message In your opinion, what is the main message of this ad?

Ad A: n = 57 beefAd B: n = 65 beefAd C: n = 69 beef

0 20 40 60 80 100

Negative

Not sure/don'tknow

Positive: othermessages

Positive:messages from ad

Ad C Ad B Ad A

Percent of respondents

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Conclusions, Next StepsTHE NEXT AD

• Start with Ad C

• Retain– Large photo that includes “context” to ensure clear understanding of

situation

– Headline content that includes benefit

– “Real people” – photo, signature, testimony, callout at bottom

– Easy-to-follow ad flow

• Adjust– No script type in headline long lines of copy

– Shorten ad text

– Ensure body-copy type size is large enough

– Avoid “beef eaters” in headlines

21

QSBC Survey: Purpose• Understand use and value of CBB-provided services

– MyBeefCheckoff.com• QSBC toolkit

– National and custom advertising – News releases– E-newsletters– Webinars

• Learn about QSBC approaches to producer-communications– Resources allocated– Activities

• Most-effective/least-successful initiatives

• Invite suggestions for improvement• Benchmark, then track perspectives

22

Survey design, response

• Methodology, timing– Online survey– Data collected in June 2009, June 2010– Anonymous responses

• Respondents– Targeted QSBC

executives– 2009: 28 (62%)– 2010: 32 (71%)

2009, 2010

2010

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MyBeefCheckoff.comMore QSBC Execs are familiar with MyBeefCheckoff.com (52% → 75%)

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MyBeefCheckoff.com

• Most agree staff should be listed on site (’10)

– 71% do this (’09)

• Half agree board members should be listed (’10)

– 46% do this (’09)

• Suggested improvements (’10)

– Regular updates *

– Improve search capabilities *

– Section w/ current media-promotion activities

– All-inclusive PowerPoint; quality & substance of messaging *

* Done

25

QSBC ToolkitHalf use toolkit at least monthly, sometimes weekly or more often (20% never use)

• Majority find these areas useful– Presentations– Ads, logos, ready-to-use files– Current forms, policies, bylaws,

compliance information

• TV ads important for 20%; unimportant for 40%

• Early use of new tools– Majority have neutral/no opinion– Newsreader to update QSBC

site: 23% agree it’s easy– State version of My Beef

Checkoff News: 14% will use; 38% will not

– Producer-communications blog: 7% find helpful; 30% do not

26

Paid advertising More using national ad resources (57% → 72%)• Will continue / might start using (68% → 88%)

27

Media outreach

28

E-newsletters• Most receive Checking In On The Checkoff (97% → 94%); Beef Board Update (77% → 84%); MyBeefCheckoff News (61% → 74%)

• 1/3 know how to change subscription preferences electronically

29

Beef Board UpdateSuggested improvements

• Candid, consistent communication after meetings– Increase awareness– Reduce surprises

• Less political messaging; more focus on existing firewalls

• E-mail information vs. signups/passwords

• More timely, newsworthy info

• Make more creative, interesting

30

Webinars• 81% have viewed live/recorded webinars• 40% consider webinars extremely helpful• 42% prefer quarterly Webinars

– High marks also for bimonthly, as-needed frequency

Suggested topics– Using website tools

– What QSBCs are doing successfully

– Maximizing producer communications (PC) on a limited budget

– Incorporating PC and compliance, using messages that don’t offend

– Current checkoff projects, expenditures

– Communicating survey data re. consumer preferences

– Annual-report production and support

31

Amount of information

32

QSBC dedicated PC staffFull-time equivalent (FTE)

2009-10 FY

2008-09 FY

33

• Trade public relations (84%)

• Auction-market presence (81%)

• Meetings about the checkoff (69%)

• Sponsorships (66%)

• Paid advertising (63%)

• Other (31%)– Exhibits at trade shows, beef sales– Consumer radio ads– Direct mailings, e-updates– Annual report in trade pubs– Outreach to market operators– Monthly articles

State PC Activities

34n = 23, 22

• Annual beef educational conference• Producer meetings• Consumer radio spots during drive times• Dairy BQA meeting w/ Dr. Gary Smith• Bullet points for 1-on-1’s at producer meetings• Ads on ag radio and producer publications• Producer-panel discussing checkoff programs• Guest speakers from national checkoff• Newspaper column personalizing state activity• BQA program involving youth• Direct mail re. checkoff & private-treaty sales• Regular auction-barn visits to create relationship• Teaching producers to prepare value cuts for meetings• Newsletters• Adding checkoff slides to ongoing presentations• Biweekly 4-minute radio spots• MyBeefCheckoff Web site and messaging

‘Most effective’ state activities

35

‘Least effective’ state activities

n = 23, 22

• Farm Days presence• Event sponsorships• Trade shows• Annual report: high cost, low readership• Display at dairy meetings• Printed materials: we must provide, but few read• Meetings about the checkoff• Magazine ads: passive, expensive• Radio ads, sponsorships of traffic & weather• Stand-alone, checkoff-specific meetings• Newsletters (expensive)• E-mails: invalid addresses, need catchy subjects• Beefmobile: effective, but small reach• Buyer cards: good to help auctions, but not for P.C.• Livestock market meetings• Direct mail

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Suggested national changes• Non-glossy, b/w, quick-read messages to print as enclosures to remitters• Share P.C. messages at BQA and other programs *• Continue providing bullet-point facts – not editorial – about checkoff programs *• Directly provide information to collection points, extension for dissemination *• Give QSBCs easy-to-access information; don’t make me look for things *• Continuing ad presence re. checkoff benefits; most don’t spend time at computers * • Provide list of e-newsletters, news releases & intended audiences monthly *• Spend less on producer communications and more on programs that sell beef• Target all producers; not just those in small-checkoff-revenue states *• Use grassroots efforts rather than all social media; many producers don’t use social media• Scaled-down version of annual report in brochure format• More pieces to tell checkoff stories and successes *• Way to cut/paste items from Importer Checkoff Newsletter for producer letter• Home page: feature brief, multiple bullet points with key takeaways re. activities• Continue documenting checkoff’s ROI to industry through clear messages *

* Done

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Questions, Discussion