Request for fy 2015



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AR#1502-P

AUTHORIZATION REQUEST FOR FY 2015




CBB Budget Category: PROMOTION

Name of Contractor: National Cattlemen’s Beef Association



  1. OVERVIEW




  1. AR Description: The following AR summarizes Strategies and Tactic(s) 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) of 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

$7,443,473

$6,867,647

$575,826

Federation of SBCs (FSBCs)

$1,010,527

$932,353

$78,174

Other Sources (describe)







Total Funds Requested

$ 8,454,000

$ 7,800,000

$ 654,000

*NOTE: This represents NCBA’s estimated implementation to complete this AR.
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:

    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 this AR:

All Committees and Subcommittees reviewing activities in this AR will provide tactic scoring and feedback. These included:

    1. Domestic Consumer Preference (including Subcommittees)


III. PROGRAM INFORMATION FOR THIS AR




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


Strategy 1 Proposed Cost: $8,454,000 (Direct Cost + Estimated Implementation)
Direct to Consumer Marketing

Completion Date: September 30, 2015

For more than 25 years, the “Beef. It’s What’s for Dinner.” brand has given consumers more reasons to choose beef. In FY14, the Consumer Advertising program was reinvented based on producer leadership feedback to elevate digital marketing tactics to reach the Millennial consumer. We have now built a new Digital Advertising platform that is delivering significant results and reaching this new consumer target in surprising and engaging ways. In FY15, we propose building on this a digital program that reaches and engages the Older Millennial Parent (ages 20-34) and those going through similar lifestages (e.g., digitally connected parents with kids). Based on market research findings, we will launch an integrated communications platform based on beef’s nutritional pay-off. All of this messaging will sync up with what we are communicating in the national Consumer Content and Engagement engine.
The goal of the “Beef. It’s What’s for Dinner.” digital advertising program is to be where the consumers are, ensuring beef’s visibility in the marketplace.
In collaboration with other beef checkoff programs, the Direct to Consumer Marketing Program will:

  • Build the case that beef improves health and wellness.

  • Illustrate that beef fulfills the desire for a better food and health experience.

  • Increase acceptance and accessibility for beef’s role in improving health and wellness.

  • Enhance abilities in beef selection and preparation to improve confidence and success of consumers/chefs/influencers.

  • Make beef simpler and faster.

  • Reassure consumers they can fully enjoy beef eating experiences any day.

  • Capitalize on beef's variety and versatility through inspiring creative solutions.

  • Develop strategies that clarify the variety and benefits of beef in order to maintain trust and confidence in beef.



What sets this program apart is that it:

  • Guarantees that your voice gets to consumers who matter the most to beef.



Measurable objectives:

  • Maintain or improve perceptions about beef among consumers who visit BeefItsWhatsForDinner.com in collaboration with the Consumer Influencer program.

  • Through paid media, increase beef’s online visibility and reach by encouraging more than one million consumers to visit BeefItsWhatsForDinner.com in FY15. 

  • Generate consumer engagement and involvement with beef checkoff-funded digital advertising campaign efforts. Specifically, increase beef recipe dissemination from the FY14 benchmark because getting the triple-tested beef recipes in the hands of consumers leads to more positive beef eating experiences.

  • Demonstrate beef’s digital presence and visibility among Older Millennial parents (ages 20-34) by developing and building upon a national integrated digital media ecosystem. The program will evaluate these metrics to inform data-driven decisions on a regular basis.

  • Create an integrated measurement system that combines reach and engagement metrics to better understand, track and evaluate meaningful program outcomes when it comes to beef’s visibility and, more importantly, prompting a consumer to take an action.

This program and its tactics contribute expertise to other checkoff programs, state partners and/or global industry influencers/stakeholders. Given this expertise, attending and traveling to/from key influencer/stakeholder/partner meetings may be required to provide or gain more strategic guidance, training, briefings, education in addition to disseminating knowledge. To accomplish this, it may be necessary for the checkoff to fund international travel to or from the U.S.


Tactic 1A: Digital Advertising

Safety

Nutrition

Convenience

Taste

Image

Freedom

Value

Think Big for Beef

We believe in thinking big for beef. 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. Through digital advertising, we are introducing beef to the new consumer target, showing them they don’t have to sacrifice taste or nutrition for convenience. Discovering how and where these trade-offs take place led us to engage consumers during their moments of meal planning, inspiration and decision-making.
In FY15, we will take this moment forward by initiating disciplined special projects to encourage break-through thinking for beef among consumers. A few examples of projects that we anticipate initiating next year include launching a new branding platform for beef based on consumer target insights and beef’s nutritional pay-off, building a paid media strategy that puts beef at the fingertips of consumers through Mobile, and initiating a long-term website data sharing platform that provides partners with access to checkoff content in a seamless way with the potential to measure usage from all sources tapping into checkoff data.
Geo-targeting

In addition to blanketing the entire United States, the national checkoff advertising campaign will also “heavy up” and place more media emphasis on Older Millennial parents in high-population areas to concentrate beef messages and efforts. Markets under consideration include focusing in on Top 20 U.S. media markets with high population areas, which consists of more than 115 million consumers. These markets may include: New York City, Los Angeles, Chicago, Dallas, Philadelphia, Houston, Washington D.C., Atlanta and Boston. Through digital, we can also take targeting to a granular level, centered on types of technology used, where a consumer is searching for information, keywords, and topics of interest in addition to very specific geographic and demographic precision.

Emerging Media

The vast majority of U.S. moms (80%) use their smartphone to help inform their grocery shopping trip, including using it while in-store to compare prices, look up recipes and research products, according to Placed Insights, “Moms in the Grocery Aisle,” January 2014. We will collaborate with the Retail/Foodservice Program to conduct a potential pilot with a consumer-focused mobile app to offer beef recipes at the supermarket case, enhance in-store displays, and tap into geo-fencing and iBeacon technology.


Search

Search allows the checkoff to answer the questions consumers have about beef while using search engines like Google. It is extremely cost-effective because it is conducted on a pay-per-click basis. This search campaign provides year-round visibility for beef. In fact, Search Advertising has delivered more than 330,000 consumers to the “Beef. It’s What’s For Dinner.” website to date (June 2014).


Paid Facebook and Twitter Advertising

In collaboration with the Consumer Influencer program, we will continue to expand a paid social media strategy that incorporates geo-tracking and continues to build our engagement with the 864,000+ consumer base tied to the “Beef. It’s What’s for Dinner.” Facebook page, @Beef Twitter handle, “Beef. It’s What’s For Dinner.” Pinterest page and other Beef social media tools. With continued promotional support, the “Beef. It’s What’s For Dinner.” Facebook page is expected to pass one million total fans in FY15.


Please note that the community management and two-way dialogue/engagement for these tools takes place in the Consumer Influencer tactic.
TeleContext

Seventy-five percent of Americans watch television with a mobile device in-hand, also known as the Second Screen movement. TeleContext is a new state-of-the-art technology that leverages existing television closed captioning data to identify and deliver highly relevant and real-time social media messaging to consumers. This first of its kind technology was specifically built for the Beef Checkoff. TeleContext alerts a community manager when a relevant conversation about beef (or another protein) is taking place on a TV show and then the community manager can immediately share beef information with an engaged community on Twitter. Since its launch in early summer FY14, users, are 1,038% more likely to retweet and 659% more likely to follow the @Beef handle upon seeing promoted TeleContext tweets. This ground-breaking technology is one example of how to take beef checkoff information to the next level and engage this digitally savvy consumer.


Banner Ads

Similar to a print ad model, these “Beef. It’s What’s for Dinner.” banner ads provide the beef brand visibility and traction. You might find these banner ads on the top, side or bottom of a website where the target consumer is actively seeking information. For example, the FY14 Beef Checkoff campaign to date (June 2014) has generated more than 500,000 page views on the “Beef. It’s What’s For Dinner.” website, working to get consumers the beef information they need, when they need it.


Strategic Advertising Partners

As part of an integrated digital advertising mix, direct-to-consumer content partnerships help provide visibility and exposure to beef content online where consumers are already visiting and seeking information on a variety of topics. In FY14, we found great success working with a number of strategic advertising partners including AllRecipes, Food Network, MyRecipes and Men’s Fitness. We will evaluate and select content partnerships with websites such as BuzzFeed or FoodBeast and mobile apps like Ibotta to continue to promote beef to consumers through the digital resources they use regularly. These partnerships can include embedded content and recipes into their site with the opportunity to redirect consumer traffic to “Beef. It’s What’s for Dinner.” digital properties.



Video

Educating consumers through video on the simplicity and ease that beef provides has been very successful in FY14, with more than 1.5 million video views to date as of June 2014. With these learnings, this program will further evolve this storytelling moment for beef by showcasing beef in its best possible light. These videos work by helping consumers better understand proper preparation and cooking techniques, ensuring a great beef eating experience each and every time.



Influencer Amplification

As the Consumer Influencer program identifies and encourages influencer advocates to be a voice for beef, this program is developing a system to elevate these voices through paid media. For example, when a blogger writes a positive piece, 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. Some examples of paid media may include Google Search, Facebook advertising, Outbrain, etc. Please note we are currently exploring FTC guidance on transparency as this is a new tactical frontier for brands online.


Radio Creative and Music

The program will continue to provide a compelling state/national beef marketing platform by developing radio creative assets for use nationally and among State Beef Councils. Specifically, State Beef Councils rely on the development of these radio creative assets, which this program develops in addition to negotiating and managing the national contract for Aaron Copland’s Rodeo music.


Formalize State Beef Council Support

State Beef Councils are the lifeblood of the state/national partnership. Recognizing this critical role, we propose developing a much more functional support system to line up programming strategy and execution. For example, nearly a dozen State Beef Councils took advantage of Digital Labs in FY14 to better understand how to evaluate online success and make data-driven programming decisions. We would like to extend these Digital Labs to more State Beef Councils in addition to providing expertise on geo-targeted digital advertising campaigns and measurement analysis. This support system also includes an annual State Beef Council professional development workshop to share strategy and provide hands-on training, quarterly webinars to share the latest national programming with suggestions on state partner extension opportunities and a Consumer Communications State Beef Council Sounding Board.


Measurement Matters

Given the new digital advertising emphasis this year, we took sizable steps to make sure we were considering measurement and data through every part of the checkoff’s Digital Advertising program. In particular, we are evaluating the relationship between reach and engagement. We have several measures in place to ensure we’re reaching those who have the most influence over the way Millennials think. The advertising campaign will tap into digital analytics, ensuring visibility of compelling and shareable beef content 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. This next fiscal year will establish a baseline using this new integrated measurement system, which incorporates metrics that measure exposure, engagement, influence, impact and advocacy. We will also continue to evaluate programming outcomes and progress on a regular basis.



  • Proposed cost: $8,454,000 (Direct Cost + Estimated Implementation)

IV. DETAILED BUDGET SUMMARIES


Beef Board/BPOC Funding Request:


Summary by Strategy & Tactic

Program

Completion

Total

Est.

Total

Manager

Date

Direct Cost

Impl.

 

Strategy 1: Domestic Consumer Preference

Tactic 1A: Digital Advertising

Michele Murray

09/30/15

$ 6,867,647

$ 575,826

$ 7,443,473

Totals - Strategy 1

 

 

$ 6,867,647

$ 575,826

$ 7,443,473

AR Totals Promotions

 

 

$ 6,867,647

$ 575,826

$ 7,443,473


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


Summary by Strategy & Tactic

Funding

Completion

Total

Est.

Total

Source

Date

Direct Cost

Impl.

 

Strategy 1: Domestic Consumer Preference

Tactic 1A: Digital Advertising

FSBC

09/30/15

$ 932,353

$ 78,174

$ 1,010,527

Totals - Strategy 1

 

 

$ 932,353

$ 78,174

$ 1,010,527

AR Totals Promotions

 

 

$ 932,353

$ 78,174

$ 1,010,527



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


Summary by Strategy & Tactic

Funding

Completion

Total

Est.

Total

Source

Date

Direct Cost

Impl.

 

Strategy 1: Domestic Consumer Preference

Tactic 1A: Digital Advertising

BPOC/FSBC

9/30/15

$ 7,800,000

$ 654,000

$ 8,454,000

Totals - Strategy 1

 

 

$ 7,800,000

$ 654,000

$ 8,454,000

AR Totals Promotions

 

 

$ 7,800,000

$ 654,000

$ 8,454,000



  1. Supplemental Information – DIRECT TO CONSUMER MARKETING




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


B. Changes from FY 2014 Approved Program: The Consumer Advertising program transitioned to a digital advertising focus in FY14. The program is focusing on digital and social media (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.
C. Subcontractor information (agencies, etc.): The checkoff’s new digital advertising agency, R/GA Chicago, was selected based on a highly competitive and thorough evaluation in FY14. Producer leadership, NCBA staff and State Beef Council staff were involved in the advertising agency review process, completed in FY13. The agency was selected given its solid expertise in digital advertising and in reaching the older Millennial target with relevant online content. Moving forward, the agency will be reviewed annually to assure strong performance. Contract and fees are also reviewed every year. R/GA Chicago is the beef industry’s strategic partner and the checkoff’s agency of record. The relationship is ongoing and contractual.
Ketchum and Foodminds, two agencies that have supported the beef checkoff for many years, were chosen as the principal agencies to work with the beef checkoff’s Consumer Influencer program in October 2012. The contracts were competitively bid and Ketchum and Foodminds were chosen based on their beef background, strong relationships and expertise. The agencies are reviewed annually and must meet or exceed expectations to continue work. Nutritionists and consultants will be contracted on an as-needed basis.
D. Identify any relationships between this AR and projects previously funded by the Operating Committee: Previous advertising programs. Creative materials produced by the Digital Advertising AR are also leveraged by other national program outreach areas, other subcontractors as well as the majority of State Beef Councils.
E. Summary of Prior Year AR Budgets and Expenses:


Summary by Strategy & Tactic

FY 2014 Approved Budgets

 

 

 

 

 

 

 

CBB/BPOC

FSBCs

Total

Direct Cost

Impl.

Total

Tactic 1A: Digital Advertising

$ 7,306,100

$ 1,111,980

$ 8,418,080

$ 7,800,000

$ 618,080

$ 8,418,080

 

 

 

 

 

 

 

Totals - Strategy 1

$ 7,306,100

$ 1,111,980

$ 8,418,080

$ 7,800,000

$ 618,080

$ 8,418,080

AR Totals Promotions

$ 7,306,100

$ 1,111,980

$ 8,418,080

$ 7,800,000

$ 618,080

$ 8,418,080



Summary by Strategy & Tactic

 


FY 2014 Actual Expenses (through April 30, 2014)

 

 

 

 

 

 

CBB/BPOC

FSBCs

Total

Direct Cost

Impl.

Total

Tactic 1A: Digital Advertising

$ 3,312,932

$ 505,039

$ 3,817,971

$ 3,484,855

$ 333,116

$ 3,817,971

Totals - Strategy 1

$ 3,312,932

$ 505,039

$ 3,817,971

$ 3,484,855

$ 333,116

$ 3,817,971

AR Totals Promotions

$ 3,312,932

$ 505,039

$ 3,817,971

$ 3,484,855

$ 333,116

$ 3,817,971



F. Historical Summary of Budgets and Expenses: (includes all funding sources listed in original AR)





Total Approved Budgets

Total Actual Expenses (4-30-14)




FY2013

FY2012

FY2011

FY2013

FY2012

FY2011

Promotions

$ 14,222,113

$ 15,653,000

$ 15,643,092

$ 13,444,736

$ 15,277,573

$ 15,063,573

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