Making the Shift to Digital
The checkoff’s journey from an extensive print and radio consumer-marketing campaign to an integrated digital campaign in 2014 has begun with a data-centered approach focused on “micro-“ or “geo-targeting.” This technology allows us to deliver, for example, a relevant beef solution to millennial moms in a particular geographic region who are actively looking for quick and simple weeknight meals. Promotions are taking on a variety of digital forms, including search engine optimization, Facebook advertising, display advertising and other emerging online tools. Through this process, the checkoff is working to deepen interactions and engagement with this critical consumer target – driving them to the checkoff’s existing resources, like Beef. It’s What’s for Dinner website, Facebook, Twitter, YouTube and Pinterest properties to access the specific information they need at the exact moment that they need the information.