AUTHORIZATION REQUEST FOR FY 2017

Transcription

1 AUTHORIZATION REQUEST FOR FY 2017 CBB Budget Category: Promotion Name of Contractor: End Date: September 30, 2018 I. OVERVIEW National Cattlemen s Beef Association A. AR Description: The following AR summarizes Strategies and Tactics supporting the CBB Promotion Budget Category. Each area provides detailed tactical information describing the breadth and depth of work being recommended. B. Costs for this AR: Source of Funding Direct Costs Implementation Total Beef Board/BPOC $ 6,938,152 $ 901,094 $ 7,839,246 Federation of SBCs (FSBCs) $ 1,299,069 $ 154,106 $ 1,453,175 Other Potential Sources (describe) Total Cost $ 8,237,221 $ 1,055,200 $ 9,292,421 C. Start date: October 1, 2016 II. PLANNING INFORMATION FOR THIS AR A. Long Range Plan Core Strategies Addressed by This AR: a. Grow Consumer Trust in Beef and Beef Production b. Promote and Strengthen Beef s Value Proposition B. Committee(s) recommendations for work plan funded by this AR: All Committees reviewing activities in this AR provided tactic scoring and feedback. Summer Conference NCBA FY2017 Promotion Tactics AR Tactic Consumer Nutrition and Innovation Trust Health 1701-P 1A P 1B Safety NCBA 1701-P Page 1

2 D. Digital properties and target audience(s) addressed by this AR: Domestic Consumer, Influencer and/or Checkoff Payer target audiences: BeefItsWhatsForDinner.com BeefNutrition.org BeefFoodservice.com BeefRetail.org FactsAboutBeef.com FoodDialogues.com BeefResearch.org Twitter Twitter Twitter Twitter handle Beef. It s What s For Dinner. Facebook U.S. Farmers and Ranchers Alliance Facebook BeefFacts Instagram account BeefItsWhatsForDinner Instagram account BeefFacts YouTube channel Beef. It s What s For Dinner. YouTube channel Beef. It s What s For Dinner. Pinterest page Beef. It s What s For Dinner. Google+ page Beef So Simple Beef Insights Retail Beef Blast FootAndMouthDiseaseInfo.org BSEInfo.org ExploreBeef.org School-Wellness.org Beef.widencollective.com Influencer and Checkoff Payer target audiences: BQA.org BeefResearch.org/BeefIssuesQuarterly National Beef Quality Assurance Facebook Twitter handle National BQA YouTube channel Extranet for State Partners Checkoff Payer target audience: MastersofBeefAdvocacy.aspx NCBA 1701-P Page 2

3 Domestic Consumer and Checkoff Payer target audiences: MBA Private Facebook Group *Note that a number of these website properties are currently being consolidated as part of the FY16 Promotion and Industry Information Authorization Requests, but as this consolidation happens we will continue to transition and update content. Please see the Checkoff Digital Ecosystem visual for further reference (next year s visual will illustrate the completed consolidation). III. PROGRAM INFORMATION FOR THIS AR NOTE: All tactics in this AR contribute expertise to other checkoff programs, state partners and/or global industry influencers/stakeholders. In particular, these tactics provide ongoing counsel and support for the state national beef council partnership to ensure synergy across programs at the national and state level. 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 and/or education in addition to disseminating knowledge and funds in this AR may be used to implement current and previously funded ARs. To accomplish this, it may be necessary for the checkoff to fund international travel to or from the U.S. A. Committee Name (s): Consumer Trust, Nutrition and Health, Innovation Proposed Cost 1 : $7,839,246-BPOC ($9,292,421-total) Tactic 1A: Beef. It s What s For Dinner. Marketing Export Growth Protect and Enhance Consumer Trust Beef s Value For more than 25 years, NCBA, on behalf of the beef checkoff, has managed the Beef. It s What s For Dinner. brand and continues to educate consumers and inspire them to purchase, prepare and enjoy beef. The success and effectiveness of the beef checkoff s number one brand heavily depends on its ability to evolve and stay relevant for the ever-changing, and always connected, consumer the Older Millennial Parent. From checkoff market research, we learned Millennial parents are foremost focused on creating meals their families will enjoy. However, because of its perceived health and convenience benefits, parents prefer to serve chicken to their children rather than beef by a wide margin, 74 percent to 18 percent. Unfortunately, beef has a perception problem. It s seen as an unhealthier meat compared to chicken. 1 Proposed Cost includes Beef Board/BPOC, direct plus implementation. Amount in parenthesis includes total cost, direct plus implementation, for all funding sources. NCBA 1701-P Page 3

4 Although they don t feel guilty about eating beef, Older Millennial Parents appear to need more than permission, they need a solid reason and the emotional inspiration to consider eating more beef. This tactic is the starting place for how we ll deliver on what matters most to consumers, addressing their needs, and giving them the reason and inspiration to choose beef more often. This tactic includes the Beef. It s What s For Dinner. marketing campaign titled Families in Motion, which is the executional approach for bringing Beef. It s What s For Dinner. brand positioning to life in a relevant and impactful way. We ll also extend nutrition research learnings and develop/evolve tools and other resources in creative ways (BeefItsWhatsForDinner.com, Protein Challenge, outreach, infographics, news releases, content partnerships with recipe, fitness and nutrition websites who elevate the profile of beef through their own credibility such as Food52 or Tastemade, and more). The beef Application Program Interface (API), a website data sharing platform, provides recipes, nutritionals and cut information to internal and external partners like MyFitnessPal and retailers. Using the beef API, industry partners and State Beef Councils can easily access checkoff-funded content and further extend the information in a seamless way. The API also has measurement capabilities to track the additional reach checkoff content receives through users engagement. An integral part of this tactic is the state/national collaboration and partnership. We will provide a State Beef Council professional development workshop, weekly Monday Memo updates, quarterly webinars, access via the Digital Asset Management system to Beef. It s What s For Dinner. marketing resources as well as ongoing counsel and support for program integration and extension. Measurable Objectives: Reach: 420 million estimated goal Engagement: 6 million estimated goal KOL Amplification: 1,100 estimated goal Meet or exceed industry standards for content assets (infographics, outreach, content partnerships) used to reach and engage consumers. Metrics can include unique reach, total engagement, and total subscribers. Create visibility for beef by reaching at least 40 million impressions on partner websites with Beef. It s What s For Dinner. information. Encourage five food, health/wellness, and/or supply chain industry stakeholders to adopt and secure the Beef Checkoff API. Increase reach and engagement compared to FY2016 benchmark (visits, visitors, page views) for BeefItsWhatsForDinner.com and its targeted audiences and track, analyze and optimize performance year-over-year. Proposed Cost 1 : $4,844,488-BPOC ($5,673,000-total) NCBA 1701-P Page 4

5 Tactic 1B: Social Media and Digital Advertising Export Growth Protect and Enhance Consumer Trust Beef s Value Social media is now the top Internet activity. According to a Business Insider report, Americans spend more time on social media than any other major Internet activity, including . That same report also found that nearly 60% of that social media time is spent on smartphones and tablets, not on desktop computers. For the Older Millennial Parent, being always connected and using multiple screens is not a hobby, it s a part of their lifestyle. As social media communities continue to grow in importance, protecting the checkoff s online presence and participating in two-way, relevant conversations is becoming one of the only ways to engage consumers and deliver beef education and inspiration wherever they are. And if consumers aren t going to social media to find the beef information they seek, they re still getting the answers to those questions online. According to Nielsen Research, there are more than 5.5 million food-related Google searches conducted by Millennials every day. In order to elevate beef recipes, nutritional benefits, preparation tips and meal solutions, the checkoff s digital advertising ensures we reach consumers and lead them to choose beef more often. NCBA, on behalf of the beef checkoff, will continue to manage the checkoff s Beef. It s What s For Dinner. social media properties (Facebook 937,000+ fans, Twitter 18,700+ followers, Pinterest 3,200+ followers, YouTube 8.1 million+ views, Instagram 340+ followers), Telecontext technology specifically built for the checkoff to deliver highly relevant and real-time messaging to consumers, and all the creative digital advertising assets that help bring the new Beef. It s What s For Dinner. campaign Families in Motion to life online (via banner ads, online video commercials, search, digital partnerships such as Allrecipes.com, mobile and site sponsorships). This tactic taps into digital analytics in order to engage with the right audience, at the right time with the right message. Evaluating the analytics throughout the year also ensure these efforts are optimized in real-time to build upon success. As part of the state/national partnership, this tactic provides State Beef Councils with creative assets (banner ads, online video commercials), counsel and how-tos on executing online advertising, digital media buy packages and on a quarterly basis delivers Beef. It s What s For Dinner. digital results, and a social media editorial calendar with imagery. Measurable Objectives: Reach: 285 million estimated goal Engagement: 4.2 million estimated goal KOL Amplification: 720 estimated goal NCBA 1701-P Page 5

6 Generate more than one million social media engagements (shares, re-pins, comments) through Beef. It s What s For Dinner. social media platforms. Increase beef s online reach through securing more than two million visits to BeefItsWhatsForDinner.com via search, social, banner ads, mobile and site sponsorships. Maintain beef recipe dissemination of more than 1,150,000 recipe views, because getting the triple-tested beef recipes in the hands of consumers leads to consumers choosing beef more often (increased purchase intent). Ensure that a majority of State Beef Councils tap into the national checkoff-created advertising tools in order to further build upon the integrated and targeted national state advertising partnership. Proposed Cost 1 : $2,994,758-BPOC ($3,619,421-total) IV. DETAILED BUDGET SUMMARY Beef Board/BPOC Funding Request: Committee and Tactic Program Manager Completion Date Direct Impl. Total Consumer Trust Committee Tactic 1A: Beef. It s What s For Dinner. Marketing Tactic 1B: Social Media and Digital Advertising Meredith Stevens Meredith Stevens 9/30/2018 $4,209,999 $ 634,489 $4,844,488 9/30/2018 $2,728,153 $ 266,605 $ 2,994,758 AR Totals Promotion $6,938,152 $ 901,094 $7,839,246 Other Potential Funding Source(s): (Informational only) Committee and Tactic Other Source Completion Date Direct Impl. Total Consumer Trust Committee Tactic 1A: Beef. It s What s For Dinner. Marketing Tactic 1B: Social Media and Digital Advertising FSBC 9/30/2018 $720,001 $108,511 $828,512 FSBC 9/30/2018 $579,068 $45,595 $624,663 AR Totals Promotion $1,299,069 $154,106 $1,453,175 NCBA 1701-P Page 6

7 Total Cost Summary for All Funding Sources: (Informational only) Committee and Tactic Program Manager Completion Date Direct Impl. Total Consumer Trust Committee Tactic 1A: Beef. It s What s For Dinner. Marketing Tactic 1B: Social Media and Digital Advertising Meredith Stevens Meredith Stevens 9/30/2018 $4,930,000 $ 743,000 $5,673,000 9/30/2018 $3,307,221 $ 312,200 $ 3,619,421 AR Totals Promotion $8,237,221 $1,055,200 $9,292,421 V. SUPPLEMENTAL INFORMATION A. Will all of the work detailed in this AR be completed by the end of the fiscal year? No. All work will be completed by end of fiscal year This will include certain seasonal efforts that cross over FY2017 like back-to-school or tailgating promotions. B. Changes from FY 2016 Approved AR: Launching this year will be the updated beef brand Families in Motion. The Digital Advertising, Consumer Influencer, Retail/Foodservice Influencer and Issues Reputation Management teams will work seamlessly to reach intended audiences and provide an integrated online guidance for State Beef Councils and other partners. The Consumer Advertising program transitioned to a digital advertising focus in FY14. The program continues to focus on digital and social media (lessening print elements) to help build more awareness and positive perceptions about beef, targeting Older Millennial Parents. C. Subcontractor information (agencies, etc.): Name of proposed subcontractor: R/GA Chicago, Ketchum, Foodminds Will all work with subcontractors be competitively bid? If not, why not? The beef checkoff s 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. R/GA Chicago is the beef industry s strategic partner and the checkoff s Digital Advertising 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 Communications and Influencer programming. The contracts were competitively bid and Ketchum and Foodminds were determined based on their strong relationships and expertise. NCBA 1701-P Page 7

8 Contract and fees are also reviewed every year. 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: NCBA has been directing the Beef. It s What s For Dinner. advertising campaign for more than 25 years on behalf of the beef checkoff. Creative materials produced within the Promotion AR are also leveraged by other contractors, national program outreach areas as well as the majority of State Beef Councils. E. Summary of Prior Year AR Budgets and Expenses: 1601-P / Promotion FY 2016 Approved Budgets CBB/BPOC FSBCs Total Direct Cost Impl. Total AR Totals $ 8,471,231 $ 1,471,769 $ 9,943,000 $ 8,895,000 $ 1,048,000 $ 9,943, P / Promotion FY 2016 Actual Expenses (through April 30, 2016) CBB/BPOC FSBCs Total Direct Cost Impl. Total AR Totals $ 2,468,913 $ 429,418 $ 2,898,331 $ 2,439,220 $ 459,111 $ 2,898,331 D. Historical Summary of Budgets and Expenses: (includes all funding sources listed in original AR) Promotion AR Total Approved Budgets Total Actual Expenses FY2015 FY2014 FY2013 FY2015 FY2014 FY2013 $ 8,454,000 $ 7,800,000 $ 14,222,113 $ 8,344,893 $ 7,671,893 $ 13,444,736 NCBA 1701-P Page 8