Request for fy 2014



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AUTHORIZATION REQUEST FOR FY 2014




CBB Budget Category: PROMOTION

Name of Contractor: National Cattlemen’s Beef Association



  1. OVERVIEW




  1. AR Description: The following AR summarizes Strategies and Tactic supporting the Promotion CBB Budget Category. Each area of focus includes an introduction that provides a detailed description of the plan of work to be completed, the measurable objectives to be achieved and the supporting tactic(s). Specifically, this AR includes detail in the following area of focus:




Domestic Consumer Preference

Digital Advertising

Note that there are indicators throughout this AR identifying where primary and secondary tactical focus will take place. The following key will introduce each tactic with black indicating primary area(s) focus and gray indicating secondary area(s) of focus. For example:




Secondary focus

Primary focus



Safety

Nutrition

Convenience

Taste

Value

Image

Freedom

To maximize efficiency this plan is highly integrated across program areas allowing for synergy and leverage of resources and expertise.


B. Costs Requested from this AR:



Source of Funding

Total

Direct Costs

Est.

Implementation*

Beef Board/BPOC

$7,306,100

$6,767,770

$538,330

Federation of SBCs (FSBCs)

$1,111,980

$1,032,230

$79,750

Other Sources (describe)







Total Funds Requested

$ 8,418,080

$ 7,800,000

$ 618,080

*NOTE: This represents NCBA’s estimated implementation to complete this AR.
C. Start date: October 1, 2013 Completion date: September 30, 2014



II. PLANNING INFORMATION FOR THIS AR




  1. Long Range Plan Core Strategies/ Demand Drivers Addressed by This AR:

    1. Improve domestic consumer preference for beef

      1. Nutrition & Health

      2. Convenience

      3. Taste

      4. Value

    2. Strengthen the image of beef and the beef industry




  1. Committee(s) recommendations for work plans funded by this AR:

All Committees and Subcommittees who reviewed activities in this AR recommended them for funding by the Beef Promotion Operating Committee. These included:

    1. Domestic Consumer Preference (including Subcommittees)

    2. Beef’s Image


III. PROGRAM INFORMATION FOR THIS AR




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


Strategy 1 Proposed Cost: $8,418,080 (Direct Cost + Estimated Implementation)
Direct to Consumer Marketing

Completion Date: September 30, 2014
The Consumer Advertising program is being reinvented based on producer leadership feedback to elevate social media tactics and reach the Older Millennial. We are building a new Digital Advertising platform. This Digital Advertising platform is beef’s Visibility Engine, primarily using a mix of digital and social media tools to deliver a guaranteed beef message reaching the Older Millennial. Here is the pathway being used to evolve the “Advertising” program, coupled with integrated communications expertise and instinct, marketplace intelligence and market research.
Phase One: Evaluate the Audience. This first phase is to evaluate the target audience, what moves them to choose beef and why. In particular, we will evaluate the Older Millennial parent (ages 20-34) and geographic mix we should add to our approach. In Digital, we can be very specific in targeting (known as geo-targeting), and we want to take advantage of the paid media targeting tools that may be valuable to beef. We are working closely with Market Research and marketplace dialogue about Millennial needs, etc.
Phase Two: Develop a Paid Media Strategic Approach that Works Best for Beef. Nutrition, taste, price, easy to make, simple, fast, sustainable, good for the earth, doing the right thing, etc. The reality is there are many stories we can tell for beef. Some move consumers to choose beef; other stories lead them to feel better about where beef comes from. Working together with Market Research, we will establish a paid media strategic approach that includes thorough analysis of the content engines for beef, and finds the best balance of what matters most to the consumer and to the producer. Based on this analysis, we’ll work closely with Beef Content Development to develop an integrated Content Engine. Some messages are better delivered by beef, and others are better delivered by a third-party advocate/influencer and we’ll evaluate this part of the communications equation as well. And, in this program, we’ll tap into paid media to deliver a mix of messages about beef and the benefits of choosing beef. We’ll also incorporate and give visibility to “hot button” beef production topics when it’s appropriate, targeting a specific sub-set of the consumer target who care about these issues.

Phase Three: Develop the Optimal Media Mix for Beef’s Visibility Engine.

Paid media allows the beef checkoff to deliver a very specific, concrete message to a target audience. We’ll continue to build creative content for those storytelling zones that are best told by beef; and build out a paid media tactical approach that delivers visibility and traction for content that is best delivered by an advocate/influencer. Some tactics (like Search) may be employed year-round, while some tactics (like content amplification) will be employed when opportunities or needs arise. For example, when a blogger writes a positive piece (regardless of beef angle), we suggest tapping into a content amplification paid media strategy to increase visibility of these messages and reach the Older Millennial where they are online.
In a nutshell, what sets this program apart is that it:

  1. Prompts a two-way dialogue through social media visibility and engagement

  2. Guarantees that your voice gets to the consumer who matters the most to beef

  3. Influences the right people with the right message at the right time



Measurable objectives:

  • Using the paid media targeting mechanism, make sure beef gets visibility for its hard-earned research and relevant solutions that America’s farmers and ranchers bring to the target consumer today. This will be measured by establishing an integrated digital media footprint (in coordination with Consumer Influencer program). This digital media footprint would incorporate such measures as:  

  • More than 110 million impressions/exposures through digital banner ads and online partnerships (e.g., AllRecipes.com, FoodNetwork.com, etc.)

  • More than 20 million impressions/exposures of the online video commercials through online video sites such as hulu.com.




  • Use the geo-targeting digital capabilities and core target audience of Older Millennial parents (ages 20-34) to deliver a targeted, guaranteed beef message. Report tracking through a quarterly update showing message penetration within the core target in key markets. This will be measured through reach and frequency analytics. 




  • This Direct to Consumer Marketing effort will increase beef content visibility and engagement through two facets:

  1. Measure increases in traffic to and engagement in “Owned” social and online properties such as BeefitsWhatsForDinner.com, “Beef. It’s What’s For Dinner.” Facebook page, YouTube channel, @BeefForDinner Twitter handle, and the “Beef. It’s What’s For Dinner.” Pinterest page.  We will measure engagement through such actions as likes, comments, shares, re-pins and re-tweets.

  2. Paid media programming such as content amplification, Search Engine Optimization, integrated partnerships, Mobile strategy and tactical engagement, creative development and tracking systems will be employed and evaluated to assess program high-points and learnings. We will set benchmarks in FY2014 for future measures of improvement.


Tactic 1A: Digital Advertising

Safety

Nutrition

Convenience

Taste

Value

Image

Freedom


  • Create a very targeted campaign focus, narrowing in on Older Millennial parents in high-population centers to concentrate beef messages and efforts. Markets under consideration include focusing in on Top 20 U.S. media markets with high population centers, which consists of 115 million consumers. These markets may include: New York City, Los Angeles, Chicago, Dallas, Philadelphia, Houston, Washington D.C., Atlanta and Boston.

  • Ensure visibility of compelling and shareable beef content (nutrition/health, quick and easy, sustainability, how beef is produced, taste, convenience, value of beef, etc.) through an optimal advertising digital plan that engages the Target Consumer and incorporates Mobile, Paid Social, Search, Display, Online Video and other partners/technologies to be determined.

  • With the significant growth and opportunity tied to Mobile, build a paid media strategy that puts beef at the fingertips of consumers through this technology.

  • Develop a paid social media strategy that incorporates geo-tracking and continues to build our engagement with the 767,000+ consumer base tied to “Beef. It’s What’s for Dinner.” Facebook page, @BeefForDinner Twitter handle, and the newly launched “Beef. It’s What’s For Dinner.” Pinterest page.

  • Leverage the content and responsive design of BeefItsWhatsForDinner.com (now tablet and mobile friendly) through integrated partnership with other recipe sites, search engine optimization, online videos, and display ads.

  • Amplify the “beef experience,” extend the influencer advocate voice for beef and integrate content through paid online advertising.

  • Develop and activate a paid media approach to “hot button” issues.

  • Conduct search campaign year-round.

  • Continue to provide a compelling state/national beef marketing platform by developing limited print creative assets for use nationally and among State Beef Councils. Specifically, State Beef Councils rely on the development of these print creative assets for individual marketing efforts.

  • Evaluate and determine a measurement system to track programming progress and outcomes.

  • Proposed cost: $8,418,080 (Direct Cost + Estimated Implementation)



Supplemental Information – DIRECT TO CONSUMER MARKETING


  1. Will all of the work detailed in this WP be completed by the end of the fiscal year? Yes.


B. Changes from FY 2013 Approved Program: The Consumer Advertising program transitioning to a digital advertising focus. The program is focusing on digital and social (lessening print elements) to help build more awareness and positive perceptions about beef, targeting the older Millennial. While the program is being built with a digital focus, we are committed to providing limited print assets to preserve beef brand equity and meet state beef council needs. We will be working with a new agency partner to explore and identify the optimal digital approach for beef. The program will now build in a content amplification program that elevates advocate voices for beef, and infuses more online tactical elements like search and a mobile strategy.
C. Subcontractor information (agencies, etc.): Given the anticipated shift in the overall advertising media mix (from Print-focused to Digital/Online Advertising-focused), a new advertising agency for The Beef Checkoff is being evaluated for FY14. The new agency’s expertise will center on reaching the older Millennial consumers through digital media with appropriate online content.  An agency review team that consists of NCBA staff, State Beef Council executives and producer leadership is currently exploring the right agency for this assignment. The new agency will be identified and in place prior to the start of FY14. 
D. Identify any relationships between this WP and projects previously funded by the Operating Committee: Previous consumer advertising programs. Creative materials produced by the Consumer Advertising AR are also leveraged by other national program outreach areas, other subcontractors as well as the majority of State Beef Councils.


IV. DETAILED BUDGET SUMMARIES




Summary by Strategy & Tactic

Program

Manager

Completion

Date

Total FY

2014 Budget (Direct + Estimated Implementation)

Total

Direct Cost

Direct Cost by Funding Source

Est.

Impl.

CBB/BPOC

FSBCs

Other

Strategy 1: Domestic Consumer Preference 

Tactic 1A: Digital Advertising

Michele Murray

9/30/2014

$8,418,080

$7,800,000

$ 6,767,770

$1,032,230




$618,080

Totals - Strategy 1

$8,418,080

$7,800,000

$ 6,767,770

$1,032,230




$618,080

AR Totals

$8,418,080

$7,800,000

$ 6,767,770

$1,032,230




$618,080

NOTE: New Product/Culinary and most of Channel Marketing are now in Consumer Information.


E. Summary of Prior Year AR Budgets and Expenses: PROMOTION

PROMOTION

FY 2013 Approved Budgets

FY 2013 Actual Expenses

(NCBA’s as of 5/31/13)

CBB/BPOC

FSBCs

Direct Cost

Total

CBB/BPOC

FSBCs

Total

Impl.

AR Totals

$ 12,211,269

$2,010,844

$14,222,113

$14,222,113

$5,088,057

$838,306

$5,926,363

$3,061,995


F. Historical Summary of Budgets and Expenses: PROMOTION

PROMOTION

Total Approved Budgets

Total Actual Expenses

FY 2012

FY 2011

FY 2010

FY 2012

FY 2011

FY 2010

AR Totals

$ 15,653,000

$15,643,092

$16,281,347

$ 15,277,800

$ 15,063,573

$ 15,856,974




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