Building Beef Demand through Public Relations

1
Building Beef Demand through Public Relations

• 2009 Cattle Industry Annual Convention
• Joint Public Relations Subcommittee
• January 30, 2009

2
2008 Consumer Outreach Recap

• Safe and Savory program achieved over 140 million
  impressions nationwide

New York City Media Tour
Publix Retail Partnership
Womans Day Online Giveaway
3
2009 Program Direction

• Top-tier media outreach to tell the story of the
  checkoffs investment in safety
• Potential partnership with Healthy Beef Cookbook
  author Richard Chamberlain
• Educational outreach to consumer influencer orgs
  like AARP, American Public Health Association
• Expanded tools for retail and state partners

Chef Richard Chamberlain
4
Brand Enhancement/Protein Media Outreach
Seattle Protein Summit
Interesting information that Ive been reading
for the past two years but no conference has
presented. Awesome event! -Protein Summit
attendee
SBC Relationship-Building Workshop Protein
Toolkit
5
447 millionmedia impressions in FY 2008
6
Nutrient Rich Foods Coalition

33 million media impressions in 2008
7
More than 100 applicants in more than 20 states!
Launching this month!
8
Recap A Beef Short Course Continuous
Relationship Building
9
Resulting Coverage A Beef Short CourseOctober
2008 Gourmet Magazine and Gourmet.com
10
Media OutreachBest in Class Coverage
11
Culinary Influencer Relationship BuildingLes
Dames dEscoffier International 2008 Annual
Conference
12
Online ProgramsRedesign of BeefItsWhatsForDinner.
com

• Vibrant, fresh design to align with brand
  enhancement
• Updated search functionality
• Shareable, interactive experience
• Increasing Web traffic and frequency

13
Online ProgramsWeb 2.0 Community Tools
E-mail Newsletter
Recipe Rating Reviews
How-To Videos
Prime Posts - Beef Blogs
Personalized Grocery Lists