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Producer Communications

Breaking Through with Checkoff Messages

The new FY 2014 “Did You Know?” producer-communications ad campaign is breaking through and showing strong effectiveness in ag publications. For example, a January 2014 ad featuring CBB Chairman Kim Brackett surpassed the average for all ads in BEEF magazine in “remember seeing,” “read half or more” and “found useful.”  In fact, it was No. 1 in the entire magazine for “read half or more” and No. 2 for “remember seeing,” and the “found useful” score for the checkoff ad was 4 percent above the average. The latest addition to the campaign is a print ad featuring cow-calf a testimonial from cow-calf producers Troy and Stacy Hadrick about the checkoff’s Masters of Beef Advocacy program , and a new “Did You Know?” video commercial  launched last week.

Engaging Auction Markets in the Checkoff

A state/national partnership forged a tremendous opportunity for checkoff leaders to speak face-to-face with auction-market owners at the Livestock Marketing Association’s recent convention in Des Moines, Iowa. National staff collaborated with the Iowa Beef Industry Council (IBIC) to sponsor a double-wide tradeshow booth, where checkoff staff, CBB officers and CBB Member Dean Black of Iowa talked about checkoff programs, beef demand, and more. CBB Chairman Kim Brackett also spoke during the LMA leadership luncheon, thanking auction-market owners for collecting checkoff dollars and highlighting some recent checkoff wins, including digital marketing and beef exports. The IBIC managed the checkoff booth and sponsored a dinner during the event, and the national checkoff again sponsored a message on the LMA auctioneer champion’s truck.


For additional information, check out these sites:

This site, at either www.beefboard.org or www.MyBeefCheckoff.com is the official site of the Cattlemen’s Beef Promotion and Research Board, offering information about the Beef Board, checkoff programs, and compliance with the national Beef Promotion Act and Order, as well as financial information about the Beef Board.
 
U.S. Department of Agriculture’s oversight role in the Beef Checkoff Program is explained at www.ams.usda.gov. This includes USDA media releases and market research regarding the checkoff, as well as the U.S. Secretary of Agriculture appointments to the Beef Board.
 
The decision-making process, the discussions and recommendations made during Beef Board and other checkoff-related meetings and conferences are chronicled at www.beefboardmeeting.com to assure a transparent process open to producers who pay into the checkoff.

Your checkoff on air or in print

Maybe you've heard about the checkoff on agricultural television or a local radio station, or read about the checkoff in your favorite industry publication. Here are examples:

Producer Communications - Archive



Producer communications is both a requirement of the order and what most producers want. This program area is designed to provide information to producers about how their checkoff dollars are invested, and the results of these investments. This includes the Beef Board annual report, informational advertising in print, on radio and on television, e-mail communications, coordination with beef and dairy industry media, direct communications with producers, and semiannual surveys of producers about what they want from their checkoff.



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