Promotion and Producer Communications

A lot of times when we think about ‘promotion,’ we think specifially about advertisements. And while advertising is a major component of the Beef Checkoff Program’s “promotion” efforts — in effect, the ‘voice’ of the beef industry – there is much much more to that arena. Up most recently here at the Beef Promotion Operating Committee meeting in Denver are proposals for FY09 checkoff-funded ‘promotion’ programs in the areas of consumer advertising; foodservice marketing; retail marketing; veal promotion; new product and culinary initiatives; and the National Beef Cook-Off.

Specifically, the Meat Importers Council of America (MICA) is presenting proposals for two promotion projects that seek a total of $330,000 in funding from the Cattlemen’s Beef Board; the National Cattlemen’s Beef Association is presenting five promotion proposals seeking a combined $14.87 million; and the American National Cattlewomen are presenting one promotion program that would cost $850,000.

Also up for presenting this afternoon are proposals for checkoff funding in producer communications. In this area, the Beef Board communications staff, in cooperation with the National Livestock Producers Association, is requesting a total of $2.16 million for an integrated proposal aimed at sharing with producers and importers nationwide the results of their checkoff investments.

Promotion and producer communication projects presented to the Operating Committee for checkoff funding consideration are as follows:

PROMOTION:

• Northeast and N. Virginia Retail Marketing; MICA – $250,000: This proposal would fund retail marketing initiatives in the Northeast, where more than 70 million consumers shop for their food at local grocery stores. Tactics included in this proposal include making new retail contacts for beef; coordinating retail channel initiatives including beef training camps, Beef Value Cuts, nutrition labeling issues, and the Beef Backer Award program; and seasonsal promotions with four to six regional retail chains.
• Northeast and N. Virginia Foodservice; MICA – $80,000: This request for Beef Board funding addresses identification and implementation of partnership promotions with foodservice chains and institutions in the Northeast to leverage the checkoff dollar and get more beef on more menus.
• Consumer Advertising; NCBA – $9,073,000: Under this proposal are plans for consumer advertising aimed at reinforcing consumers’ positive attitudes toward beef, at the same time making them feel good about its nutritional properties. This includes a national campaign with print, radio and online media.
• Foodservice Marketing; NCBA - $1,495,300: Covered in this proposal is foodservice channel advertising, as well as publicity/public relations, education and information, and partnership proposals with foodservice chains nationally. The goal here is to increase beef’s brand positioning in the foodservice arena. 
• Retail Marketing; NCBA - $2,538,600: Retail beef promotions are at the center of this project proposal, aimed at increasing demand for beef at the retail level. This includes a holiday roast promotion, the checkoff’s Summer Grilling Program, a fall tailgating promotion in partnership with Kraft A.1, Anheuser Busch and Sutter Home, and a variety of other promotions and partnerships. 
• Veal Marketing and Communications; NCBA – $595,600: This proposal aims to build demand for veal through a variety of efforts centering on the Veal Go-To-Market Strategy. The goal is to stimulate retail sales activity in high-volume markets with retailes and veal packer/processors while continuing to provide veal menu ideas to targeted chains. 
• New Product and Culinary Initiatives; NCBA – $913,900: This project would fund work with manufacturing partners to develop, refine, commercialize and promote new youth and convenience beeef product concepts developed in FY07 and FY08 for foodservice and retail channels. It would also invest in providing two new round cuts to the market and continue exploration and testing of cuts from this part of the carcass. Other areas coveren through this proposal would be the program development and execution that takes place at the checkoff-funded Beef and Veal Culinary Center, including recipe testing and development and other beef-showcasing projects.
• National Beef Cook-Off; ANCW & NCBA - $850,000: The goal of this renowned Cook-Off funded by the Beef Checkoff Program is to promote consumption of beef by featuring strategic recipe categories that are appealing to health-concious beef-eating Americans and that bring marketable beef recipes to the fore. ANCW would manage this program, in conjunction with representatives of the Culinary Center.

PRODUCER COMMUNICATIONS:

• Producer Communications; CBB – $2,160,000: This project aims to keep beef producers and importers informed about the results of their checkoff investments. Among regional and national communications tools that would be funded through this proposal are paid media (print, television, online and some radio in cooperation with state beef councils), as well as earned media via press releases and event sponsorships with key ag communicators; and a variety of direct communications with CBB members, state beef councils, other producers and importers. It also calls for development of information conduits through projects with livestock marketing facilities and other producer groups, including use of the Beefmobile at very targeted events. Finally, it includes $320,000 to create and maintain a seamless partnership with state producer communication efforts via provision of a “state toolkit” and brochures, and a pilot “share” program to help state beef council accomplish select producer communications in their states or regions.