Request for fy 2015



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AR #1508-CI

AUTHORIZATION REQUEST FOR FY 2015


CBB Budget Category: Consumer Information

Name of Contractor: Meat Import Council of America (MICA)


Name of Organizations Subcontracting: Pennsylvania Beef Council through the Northeast Beef Promotion Initiative (NEBPI)
  1. OVERVIEW




  1. AR Description:

The NEBPI will focus on filling the resource gap and extending the national program in the areas of enhancing the domestic consumer preference for beef and beef’s image in the region where over 23% of the total American population lives, works, shops and dines and only 2.4% of national checkoff dollars are collected. This work plan supports the vision and mission of the Beef Industry Long Range Plan by reaching the millennial audience and focusing on the essential demand drivers of taste, value, health and nutrition, all the while seeking to enhance the industry’s transparency and consumer trust.
B. Costs for this AR:


Source of Funding

Total

Direct Costs

Implementation

Beef Board/BPOC

$ 350,800

$ 197,000

$ 153,800

Federation of SBCs (FSBCs)

$

$

$

Other Potential Sources (South Dakota Beef Industry Council)

$ 50,000

$ 29,000

$ 21,000

Total Cost

$ 400,800

$ 226,000

$ 174,800


C. Start date: October 1, 2014 Completion date: September 30, 2015


II. PLANNING INFORMATION FOR THIS AR




  1. Long Range Plan Core Strategies/Demand Drivers Addressed by This AR: Improve Domestic Consumer Preference for Beef (Taste, Convenience, Value, Health & Nutrition) and Strengthen the Image of Beef and the Beef Industry.




  1. Committee(s) recommendations for work plan funded by this AR: Domestic Consumer Preference Committee, (Taste, Convenience, Value, Health & Nutrition subcommittees) and Beef’s Image Committee


III. PROGRAM INFORMATION FOR THIS AR




  1. Long Range Plan Core Strategy 1: Domestic Consumer Preference for Beef


Strategy 1 Proposed Cost1: $400,800
Specific Tactic Information:

Influencer Outreach and Consumer Education-

The emphasis of the Influencer Outreach and Education program will be to earn trust and build advocates for beef in the Northeast region by leveraging the nationally developed resources, tools and online content to the influencers that have the largest impact on our target audience of older Millennial parents(20-34 years old). By identifying and pursuing meaningful relationship with consumer influencers and channel influencers, we will expand our advocates for beef to improve overall perception and recommendation of beef and ultimately increase purchase and consumption of beef.


Tactic 1A: Consumer Influencers-

Establish a targeted, strategic approach for developing health professional relationships including the region’s leading credentialed fitness, medical, and health professionals, who are both visible online and in their health communities. Emphasis to target those which are specifically influential towards older Millennial parents.


Engagement with this targeted group of consumer influencers, will begin after research has been gathered about their online habits and outreach towards the Millennial parent. Influencers will be rated based upon their reach as a key opinion leader, which will include their online presence and size of followers that fall within our targeted audience outreach. We will seek to target those which have a large established online presence and those who are already using messaging, which beef will compliment. Targeting these top influencers will help deliver the right message, at the right time, to the right audience.
This program will give leaders in the nutrition influencer community the user-friendly tools and resources needed to have confidence in recommending and choosing beef. Efforts towards this goal will include sharing the latest research, recipe inspiration, or providing expertise at in-person opportunities. Utilize nutrition based research, through these efforts, as basis for all discussion surrounding the case that beef improves the optimal diet for health. Encourage consumer influencers to proactively advocate for beef and the beef industry. To further build relationships, trust and motivation; develop engaging and meaningful beef immersion experiences to compel thought leaders to recommend beef due to its taste, nutrient density and image of beef and the beef industry.





Measurable objectives:

  • Leverage nationally-developed resources to these influencers and strengthen relationships through in-person meetings and professional conferences. Exhibit and/or attend a minimum of 4 key influencer groups’ annual meeting. Will measure change in perception of beef and beef industry with onsite event surveys. Maintain beef favorability rating above or at 70%.

  • Through online outreach efforts (e-newsletter publications, social media, etc.) encourage preference and recommendations for beef. Measure engagement with the e-newsletter by maintaining or increasing the ‘Open-Rate’ of 20%, which is the industry average.

  • Create motivating and engaging educational experiences for targeted consumer influencers with a goal of 2 experiences, reaching 10-20 attendees at each experience. Conduct pre-post surveys to measure change in perception of beef related to these experiences. Increase the positive opinion rating of beef an average of one bucket level compared to the pre-survey.

  • Develop measurement criteria to determine influencers’ perceptions about beef and how they share beef messaging before and after an educational opportunity or experience. For FY2015, metrics may include pre- and post-surveys, and type and tone of beef content shared, and will provide a benchmark for future engagement opportunities with influencers.



  • Proposed cost*: $61,250


Tactic 1B: Channel Influencers-

With the goal to position beef as the most valuable protein on the menu and in the meat case in the Northeast region, this tactic will seek to refine our focus of identifying and building relationships with channel partners who can drive long-term demand for beef. Target deeper, more meaningful relationships with select channel influencers, to ultimately reach our end consumers and consumer influencers in a way that will strengthen beef’s demand. Leverage the nationally developed Target Assessment Guide to strategically identify mutually beneficial partners who are willing to engage and who can ultimately make the greatest impact on improving demand for beef.


Retailer account-specific customized promotional and marketing support will be offered as opportunities become available to increase beef’s presence in the meat case. Promotional efforts will target the support of new beef cuts and applications, portion size, ease of preparation and health attributes. We will extend and leverage the nationally developed checkoff websites, visual infographics, facts sheets, consumer research and market intelligence data, merchandising and marketing programs and channel training programs to enhance beef’s demand to their shoppers and patrons. When appropriate, strategically developed social media campaigns will be utilized to engage Millennials online as well as in the meat case or on the menu.




Measurable objectives:

  • Leverage nationally-developed resources and strengthen relationships through in-person meetings, online outreach (e-news updates, social media, etc.) and professional conferences. Achieve a 4 out of 5 on year-end checkoff value survey, distributed to channel partner.

  • Measure online engagement with the e-newsletter by maintaining or increasing the ‘Open-Rate’ of 20%, which is the industry average.

  • Achieve a 25% increase compared to year prior in unique visitors to the NEBPI website, which continues to serve as a regional influencer landing page for checkoff funded tools and resources.

  • Create informative and engaging educational experiences for targeted channel influencers. Goal of 2-4 experiences, reaching 10-20 attendees at each experience. Pre-post surveys will be conducted to measure change in perception of beef and the industry related to these experiences. Increase the opinion rating of beef an average of one level compared, to the pre-survey.

  • Create and implement a measurement tool to track channel influencers’ perceptions of beef after interactions, experiences and educational opportunities. A benchmark will be established in FY 2015 to gauge future progress and programming in order to improve beef perceptions among channel influencers.




  • Proposed cost*:$148,750


Tactic 1C: Consumer Events-

This tactic will target two specific types of consumers which are well poised to include beef in their diet. The first being, older Millennial, meal-time decision makers at cooking and entertaining expos. Events will highlight beef’s taste, as well as enhance consumer knowledge and understanding of beef’s flavor profile. Additionally, this tactic will reach health-conscious, active Millennials through large sports related, consumer expos. Attendees will be supplied with beef’s nutrient density information, recipes and beef-related give-a-ways. Consumer outreach will focus on bringing together the concepts of enjoying beef eating experiences, including beef in healthful eating occasions and build trust and confidence in how beef is raised.


Research* indicates this audience enjoys the art of cooking, but lack the skills to do so. They are interested in easy beef recipes and are very health focused when feeding themselves and their young families. Therefore, efforts surrounding these metropolitan events will capitalize on current food trends millennial parents seek. We will identify the best tools to relay these beef-centered messages, aiming to serve as a relevant and trustworthy source to communicate the right information about beef to this target audience. When appropriate, strategically developed social media campaigns will be utilized to engage Millennials online, as well as at the event. Efforts will make use of nationally developed sharable, digital content via these established social media channels throughout the year.
Activities and promotion surrounding both food and fitness events will be conducted by enlisting the help of primarily millennial volunteers, within the beef industry, to engage with our target audience and execute activities outlined in this AR. Recruitments for this program will consist of state beef ambassadors, members of Team BEEF, university Ag organizations, MBA graduates, industry partners, etc. By utilizing millennial volunteers, we will engage the best advocates to proactively tell the beef story. Millennial* parents will easily relate to and trust another like-minded individual when engaging in a discussion about beef. This will create positive and open dialogue through these face-to-face and peer-to-peer interactions. We will leverage the efforts of millennial volunteers as first-party spokespersons’ regarding the positive attributes of beef. 
This tactic will also support the increased reach and visibility of online beef checkoff content, housed on the BIWFD online platforms to older Millennial parents in the Northeast region. Through checkoff research**, we know that Millennial parents often turn to online resources or mobile sites to gather information while they are both away from and at home. We will leverage the insight gained from National Cattlemen’s Beef Association, a contractor to the beef checkoff, to determine the most effective platform and strategic direction to target in order to communicate to the right audience with the right message at the right time.
*Millennial target statements are supported in the following research;1Understanding Millennial Moms and Dads WebEx, Mintel, October 2012 2Millennial Generation and Beef, Conversion, December 2011 32011 MRI Double base 4Millennial Parents and Beef, Conversion, January 2013 5Consumption Patterns of In-Home Beef, NPD, December 2012

**Millennial Generation and Beef, December 2011; Millennial Generation and Beef, December 2012; Millennial Parents and Beef, December 2012; all funded by The Beef Checkoff.

Measurable Objectives:

  • Exhibit, sponsor and/or participate in 2-3 large metropolitan events, focusing on face-to-face engagement with millennial volunteers.(FY 2014 Metropolitan Event Attendance: Boston Marathon, 110,000; Atlantic City Food & Wine Festival, 14,000; Marine Corps Marathon, 100,000)

  • Maintain the consumer’s favorable rating of beef above 76% as measured by an onsite questionnaire and demonstrate positive changes in favorability toward beef, among target audiences.

  • Use digital metrics collected in FY 2015 as a baseline for growth in subsequent years.




  • Proposed Cost: $190,800


IV. DETAILED BUDGET SUMMARY


Beef Board/BPOC Funding Request:


Strategy & Tactic

Program

Manager

Completion

Date

Direct

Implementation (reference AR if costs not included in this AR)

Total

Strategy 1: Domestic Consumer Preference for Beef




Tactic 1A: Consumer Influencers

Laurie Bryant

9/30/15

$35,000

$26,250

$61,250

Tactic 1B: Channel Influencers

Laurie Bryant

9/30/15

$73,400

$55,350

$128,750

Tactic 1C: Consumer Events

Laurie Bryant

9/30/15

$88,600

$72,200

$160,800

Totals - Strategy 1







$197,000

$153,800

$350,800

AR Totals







$197,000

$153,800

$350,800

Other Potential Funding Source(s):(Informational only)


Strategy & Tactic

Funding Source

Completion

Date

Direct

Implementation (reference AR if costs not included in this AR)

Total

Strategy 1: Domestic Consumer Preference for Beef



Tactic 1A: Consumer Influencers

N/A

N/A

N/A

N/A

N/A

Tactic 1B: Channel Influencers

South Dakota Beef Industry Council

9/30/15

$11,600

$8,400

$20,000

Tactic 1C: Consumer Events

South Dakota Beef Industry Council

9/30/15

$17,400

$12,600

$30,000

Totals - Strategy 1







$29,000

$21,000

$50,000

AR Totals







$29,000

$21,000

$50,000



Total Cost Summary for All Funding Sources:(Informational only)


Strategy & Tactic

Funding Source(s)

Completion

Date

Direct

Implementation (reference AR if costs not included in this AR)

Total

Strategy 1: Domestic Consumer Preference for Beef

All













Tactic 1A: Consumer Influencers

All

9/30/15

$35,000

$26,250

$61,250

Tactic 1B: Channel Influencers

All

9/30/15

$85,000

$63,750

$148,750

Tactic 1C: Consumer Events

All

9/30/15

$106,000

$84,800

$190,800

Totals - Strategy 1

All




$226,000

$174,800

$400,800

AR Totals

All




$226,000

$174,800

$400,800



V. Supplemental Information


  1. Will all of the work detailed in this AR be completed by the end of the fiscal year? If not, please provide an explanation. Yes


B. Changes from FY 2014 Approved AR:


  • Eliminate the MICA Promotions Authorization Request due to the focus shift away from broad, short-term retail and foodservice promotional activity and more toward relationship building through education and engagement of consumer and channel influencers.

  • Greater emphasis on strategically targeting accounts, influencers, education and training.

  • Increased focus on supporting partnerships’ to successfully reach millennial consumers.


C. Subcontractor information (agencies, etc.): Streetmarc Advertising, Marketing & Promotions, LLC., Gold Standard PR and Adena, Public Relations & Event Planning, R/GA Advertising, through the National Cattlemen’s Beef Association, a contractor to the beef checkoff..


  • Name of proposed subcontractor: Pennsylvania Beef Council

  • Will all work with subcontractors be competitively bid? If not, why not? No, the Initiative will utilize Pennsylvania Beef Council resources


D. Identify any relationships between this AR and projects previously funded by the Operating Committee: MICA Promotions 1402-P
E. Summary of Prior Year AR Budgets and Expenses:

Strategy

&

Tactic

FY 2014 Approved Budgets

CBB/BPOC

FSBCs

Other Source:

South Dakota Beef Industry Council(SDBIC)



Total

Direct Cost

CBB

Impl. CBB

(reference AR if costs not included in this AR)

Total

CBB Excluding SDBIC

Strategy 1: Improve Domestic Consumer Preference for Beef

 



















Tactic 1A: Influencer Education

$66,468







$66,468

$40,989

$25,479

$66,468

Tactic 1B: Health Events

$58,853




$15,000

$73,853

$31,000

$27,853

$58,853

Tactic 1C: Consumer Events

$29,312




$15,000

$44,312

$15,000

$14,312

$29,312

Strategy 1: Promotions*

$127,936




$5,000

$132,936

$85,000

$42,936

$127,936

Strategy 1: Improve Domestic Consumer Preference for Beef






















Totals - Strategy 1

$282,569




$35,000

$317,569

$171,989

$110,580

$282,569

Strategy 2: Strengthen The Image of Beef and the Beef Industry






















Tactic 2A: Transparency

$26,998







$26,998

$15,000

$11,998

$26,998

Tactic 2B: Campus Engagement

$17,998







$17,998

$10,000

$7,998

$17,998

Strategy 2: Promotions**

$39,439




$15,000

$54,439

$15,000

$24,439

$39,439

Strategy 2: Strengthen The Image of Beef and the Beef Industry






















Totals - Strategy 2

$84,435




$15,000

$99,435

$40,000

$44,435

$84,435

AR Totals

$367,004




$50,000

$417,004

$211,989

$155,015

$367,004***

*Strategy 1: Promotions, accounts for all FY 2014 AR tactics within the MICA Promotions AR; Tactic 1A; Channel Education, Tactic 1B; Channel Communications, Tactic 1C; Channel Promotion.

**Strategy 2: Promotions, accounts for all FY 2014 AR tactics within the MICA Promotions AR, Tactic 2A; Transparency.

***MICA Promotion and Consumer Information AR Budgets for FY 2014 were approved at $417,004. This AR total is only representative of approved funds received from CBB.


Strategy

&

Tactic

FY 2014 Actual Expenses (through May 30, 2014)

CBB/BPOC

FSBCs

Other Source:

South Dakota Beef Industry Council(SDBIC)



Total

Direct Cost

CBB

Impl.CBB(reference AR if costs not included in this AR)

Total

CBB Excluding SDBIC

Strategy 1: Improve Domestic Consumer Preference for Beef

 



















Tactic 1A: Influencer Education

$31,404.16







$31,404.16

$16,254.06

$15,150.10

$31,404.16

Tactic 1B: Health Events

$21,087.76




$13,378.69

$34,466.45

$14,853.46

$6,234.30

$21,087.76

Tactic 1C: Consumer Events

$5,538.58




$14,677.75

$20,216.33

$767.45

$4771.13

$5,538.58

Strategy 1: Promotions*

$93,228.73




$1,404.57

$94,633.30

$53,797.76

$39,430.97

$93,228.73

Totals - Strategy 1

$151,259.23




$29,461.01

$180,720.24

$85,672.73

$65,586.50

$151,259.23

Strategy 2: Beef’s Image






















Tactic 2A: Transparency

$7,534.59







$7,534.59

$1,858.49

$5676.10

$7,534.59

Tactic 2B: Campus Engagement

$8,023.46







$8,023.46

$4,593.31

$3430.15

$8,023.46

Strategy 2: Promotions**

$16,735.37




$7,863.70

$24,599.07

$7,095.16

$9640.21

$16,735.37

Totals - Strategy 2

$32,293.42




$7,863.70

$40,157.12

$13,546.96

$18,746.46

$32,293.42

AR Totals

$183,552.65




$37,324.71

$220,877.36

$99,219.69

$84,332.96

$183,552.65***

*Strategy 1: Promotions, accounts for all FY 2014 Actual Expenses for AR tactics within the MICA Promotions AR; Tactic 1A; Channel Education, Tactic 1B; Channel Communications, Tactic 1C; Channel Promotion.

**Strategy 2: Promotions, accounts for all FY 2014 Actual Expenses for AR tactics within the MICA Promotions AR, Tactic 2A; Transparency.



***MICA Promotion and Consumer Information AR current budgets for FY 2014. This AR total is only representative of approved funds received from CBB.
F. Historical Summary of Budgets and Expenses: (includes all funding sources listed in original AR)

Strategy

&

Tactic

Total Approved Budgets

Total Actual Expenses

FY 2013

FY 2012

FY 2011

FY 2013

FY 2012

FY 2011

Strategy 1: MICA Consumer Information

$160,000

$160,000

$160,000

$144,854

$129,368

$148,132

Strategy 1: MICA Promotions(Former Retail and Foodservice AR’s)

$315,000

$315,000

$315,000

$302,523

$289,641

$312,403

AR Totals

$475,000

$475,000

$475,000

$447,377

$419,009

$460,535




1Proposed Cost includes Beef Board/BPOC plus Federation and Other Sources.



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