1410-CI

AUTHORIZATION REQUEST FOR FY 2014

CBB Budget Category: CONSUMER INFORMATION

Name of Contractor: National Cattlemen’s Beef Association

I.OVERVIEW
  1. AR Description: The following AR summarizes Strategies and Tactic supporting the Consumer Information 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 areas of focus:

Domestic Consumer Preference / Beef’s Image
Consumer Influencers / Industry Influencers
Channel Influencers / Freedom to Operate
Producer Influencers (BQA)

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:

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 / $ 9,919,997 / $ 6,077,637 / $ 3,842,360
Federation of SBCs (FSBCs) / $ 1,469,583 / $ 900,363 / $ 569,220
Other Sources (describe)
Total Funds Requested / $ 11,389,580 / $ 6,978,000 / $ 4,411,580

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

C.Start date: October 1, 2013Completion date: September 30, 2014

II.PLANNING INFORMATION FOR THIS AR
  1. Long Range Plan Core Strategies/ Demand Drivers Addressed by This AR:
  2. Improve domestic consumer preference for beef
  3. Safety
  4. Nutrition & Health
  5. Convenience
  6. Taste
  7. Value
  8. Strengthen the image of beef and the beef industry
  9. Protect and enhance our freedom to operate
  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
  3. Freedom to Operate
III.PROGRAM INFORMATION FOR THIS AR
  1. Long Range Plan Core Strategy 1:Domestic Consumer Preference for Beef

Strategy 1 Proposed Cost: $8,142,350(Direct Cost + Estimated Implementation)

Consumer Influencers –Completion Date: September 30, 2014

The Consumer Influencer program generates advocates for beef through shareable, compelling content and by earning trust. That trust comes from substance (translation of current and emerging research, relevant culinary applications and trends), change-making experiences (like Live Well) to create a meaningful connection that delivers on results for beef. This program starts the conversation and introduces beef to a new world of advocates.

Historically, the ‘influencer’ program has been known to focus on registered dietitians (RDs), however this year’s program continues to evolve and zero in on the voices that matter most to the Older Millennial Parent (age 20-34). Following a thorough assessment of influencers in FY13, this program develops thoughtful content, partnerships with food sites, parenting bloggers who write about weeknight meal solutions, national food and nutrition media, the nation’s leading medical, health and fitness professionals and more. The program includes two critical and integrated elements: a Content Engine and an Advocacy Engine. The Content Engine supports creation of valued substance, knowing what the audience needs, while the Advocacy Engine puts this information into action and develops change-making experiences.

The emphasis of the program is to help advocates and consumers have confidence in recommending and choosing beef. We build user-friendly tools and resources and put them in the right hands, whether that is through recipe sharing, translating the latest nutrition research, providing infographics or providing in-person access tocutting-edge expertise. Our end goal is to improve perceptions of beef overall and increase confidence for recommending and purchasing beef more frequently.In FY 2014, we intend to develop a “digital presence” approach, primarily focused on social media, and rich shareable content that engages the Older Millennial to experience beef. We will create an educational and experiential interaction for the Older Millennial, where they are online, and at events they attend. We know that word of mouth is highly critical information for the Older Millennial, so a solid base of content generation and advocacy building will support this channel. The program will build out a visual storytelling component with photos and video along with relevant storylines and realistic meal ideas for the Older Millennia’s lifestyle. We will center efforts on developing beef immersion experiences to compel thought leaders to recommend beef, knowing it is good for themand delicious. We will also empower and engage State Beef Councils to serve as change agents with this new thought leader target.

In a nutshell, what sets this program apart is that it:

  • Develops the core story for beef, and reasons why it’s worth it.
  • Puts research and context in the hands of those who influence the Older Millennial.
  • Serves as the proactive content and advocacy engine for provoking new thinking about beef.
  • Continues to be a critical component to grounding the influencer and consumer on the benefits of beef’s nutrients such as zinc, iron, protein and B-vitamins.

Measurable objectives:

  • Encourage consumer influencers to proactively advocate for beef, in both how it’s raised and the product itself. Track and assess changes in target perceptions, across relevant attitudinal measures by building upon the integrated dashboard tool (covering 9 measurements) developed in FY13. We will provide case studies for added perspective and build a more extensive measurement dashboard for credentialed nutrition communicatorsby end of fiscal FY14.
  • Increase the digital footprint for beef (Share of protein voice, relative to chicken and pork, online). This will be achieved through the rich sharable content and engaging experiences with influencers who will extend that content.Use the digital metrics collected in FY13 as the baseline.
  • Create advocacy and motivating experiences to help encourage recommendations for beef.We will measure change in recommendation attitudes with pre-post surveys around these experiences.
  • Continue to develop and evolve “owned” content and encourage “earned” messaging (i.e., impressions and quality of online conversations and coverage).

Tactic 1A: Consumer Education (Content Engine)

  • Help provide a singular rallying point for beef through message mapping, pitches, and overarching content strategy.
  • Generate engaging content that proactively gives advocates what they need to communicate the benefits of beef.
  • Create shareable content and visuals like infographics, fact sheets (containing research outcomes), story pitches/angles, photography and toolkits that engage the Older Millennial. These materials serve as important resources for State Beef Councils to extend locally.
  • Create good news for beef in the nation’s leading parenting, food and nutrition blogs, websites, magazines and fuel the positive beef conversation in social media.
  • In collaboration with Nutrition Research, creatively translate the existing body of evidence and new key research outcomes (such as publications resulting from the Protein Summit) and help provide relevant connection to the Older Millennial whenever possible. This includes outreach to increase coverage/social conversations around recent and emerging beef nutrition research, reinforcing beef’s nutrients and their importance to a healthy diet.
  • Continue to develop the content foundation to BeefItsWhatsForDinner.com, BeefNutrition.org and corresponding social media properties.
  • Tap into crowd-sourcing (working with Market Research) to facilitate a genuine dialogue and better understand Millennials’ needs and who they trust for information.
  • Evaluate and form strategic, integrated partnerships and mobilize across a paid/owned/earned model.
  • Continue to use the integrated measurement system (which includes traditional and online media) to evaluate programming outcomes and progress.
  • Proposed cost: $1,165,940(Direct Cost + Estimated Implementation)

Tactic 1B: Consumer Influencer Engagement (Advocacy Engine)

  • Establish an introduction strategy and approach for new health professional targets including the nation’s leading fitness professionals and targeted physicians who are visible online and communicating actively in their community.
  • Continue to identify credentialed health and nutrition communicators who are important to millennial parents (fitness professionals, RDs and physicians who are reachable and have a significant online presence) and connect with them while maintaining focus on relationships initiated with fitness and health communicators in FY13.
  • Continue building strong relationships with media and bloggers who provide weeknight mealtime solutions with beef education and relevant resources that meet the Older Millennial needs.
  • Identifynutrition, parenting and food thought leaders to serve as program advisors, tapping them for insights and outreach.
  • Focus on e-publication opportunities, pitch and place proactive media stories in consumer media outlets targeting Older Millennials like the online and social arms (blogs, Facebook pages, websites, etc.) of publications such as Self, Shape, Men’s Fitness, Cooking Light, Real Simple and Everyday with Rachael Ray.
  • Develop motivating, meaningful experiences (may take place in conjunction with professional conferences where influential physicians, fitness professionals and nutrition experts gather) to compel credentialed health and nutrition communicators to recommend beef, knowing it is nutritious and delicious. These in-person experiences are critical to building relationships, gaining trust and motivating advocacy.
  • Tap into bigger, break-through experiences (like Self Workout in the Park) where beef provides a surprising, memorable a-ha moment for consumers. Continue the pipeline of content throughout the year.
  • Develop an nutrition, parenting and food influencer strategy for the convergence between nutrition and sustainability in collaboration with research and issues management teams.
  • Increase velocity of sharing by elevating content engine wins via social media and influencers – Pinterest, retweets, blogger posts, posts on Facebook page, etc. to further elevate good traditional news and fuel the conversation in social media.
  • Build upon successful process and tools for creating and maintaining consistent, ongoing interaction with nutrition, parenting and food influencers including in-person briefings or personalized “virtual” visits to help provide support, tools and resources.
  • Empower and engage State Beef Councils and others to serve as change agents with this new health professional target.
  • Continue to assess the best opportunities to reach and mobilize audiences through membership organizations, exhibiting at tradeshows, presenting at professional conferences, editorial in trade publications and more.
  • Create a measurement system to track and evaluate the impact/reach of nutrition communicator engagement.
  • Proposed cost: $2,351,800(Direct Cost + Estimated Implementation)

Supplemental Information – CONSUMER INFLUENCERS

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

Yes, all work will be complete by the end of the fiscal year.

B. Changes from FY 2013 Approved Program:

This program has been traditionally called Public Relations and Nutrition Influencer. We have integrated these efforts and built two foundations: a Content Engine, and an Advocacy Engine. We have designed all content for consumers or influencers (whether visual or written) to be centered in Tactic 1A. Then, in Tactic 1B, you’ll find all consumer influencer outreach efforts. These ‘influencers’ include the nation’s leading reporters, bloggers, medical, fitness or nutritionprofessionals. We have put several measures in place to ensure we’re reaching those who most influence the way Millennials think. And, we’ve built in a social media focus based on producer direction and knowing it’s such a valued tool for beef. We have re-thought the RD focus, and have built in an important introduction strategy and immersion experiences that are focused on changing the way advocates think about beef.

C. Subcontractor information (agencies, etc.):

FUSE (a “fuse” of Ketchum and Foodminds, two agencies that have supported the beef checkoff for many years) was chosen as the principal agency to work on the Beef Content Development and Consumer Influencer Engagement and Educational Outreach areas in October 2012. The contract was competitively bid and FUSE was chosen based on their strong relationships and expertise. The agency will be reviewed annually and must meet or exceed expectations to continue work. Nutritionists and consultants/contractors based on expertise

D. Identify any relationships between this WP and projects previously funded by the Operating Committee:

Public Relations and Influencer tactics included in this Authorization Request build upon and complement projects funded by the Operating Committee since 1986.

Channel Influencers – Completion Date: September 30, 2104

While consumer demand for beef is strong, competition from less-expensive proteins like pork and poultry as well as vegetarian/ plant-based protein options remains fierce. In order to help drive beef demand, channel engagement enables a broader reach of checkoff resources to those directly able to connect consumers with beef and influence purchase behavior. With a unique and direct understanding for the key motivators and obstacles facing channel partners in today’s marketplace, this program works to support retail and foodservice operators abilities to adjust practices to target evolving consumer preferences. The goal is to continue to position beef as the most valuable protein player on the menu and in the meat case, to protect share and help drive innovation and volume sales.

This channel influencer strategy, also known as business-to-business marketing, provides a level of leadership to coordinate strategic insights for all beef purveyors. It leverages long-standing relationships with leading retail and foodservice chains to efficiently reach the end consumer and those tasked with bridging the gaps on core beef brand attributes and limiters. It puts checkoff resources, from research to marketing tools, directly in the hands of those who sell beef to consumers, including millennials. Success requires a balanced mix of programs that reach channel influencers wherever they may be – and targeting them with relevant campaigns, content, market insights and messaging at every step of the way.

With a refined focus in 2014, we advocate for the use of checkoff dollars where they can be the most effective in leveraging channel relationships to build long-term demand, and not duplicate short-term promotional activity initiated by branded beef companies, suppliers and consumer packaged goods companies. Therefore, we will work to address the following objectives:

  • Expand the placement, overall use and visibility of beef in each channel.
  • Develop and introduce new beef innovations, techniques and culinary ideas targeting hot-growth segments where beef can have the most impact, such as prepared foods in retail and fast casual and upscale casual foodservice operations.
  • Serve as a strategic partner for the retail and foodservice partners motivated to position beef as an essential element of their consumer marketing efforts.
  • Arm partners with valuable insights on the in-store, digital and social marketing platforms most effective for promoting beef to targeted demographics.

Measurable objectives

  • Create and implement a mechanism to assess and track channel influencers. A benchmark will be established in FY 2104 to gauge future progress.
  • Create an informative and inspiring education experience for targeted channel influencers. Gather ongoing feedback to determine value and to support continuous improvement efforts. Pre-post surveys will be conducted to measure change in attitudes related to these experiences.
  • Reach 75% of the channel influencer target with positive beef messages on a monthly basis through a mix of paid, earned and owned media. The effectiveness of each type of media effort will be measured based on industry standard Key Performance Indicators (KPIs) – i.e. secured account leads, media impressions, click-through rates, etc.

Tactic 1C: Retail/FoodserviceEducation (Channel Content Engine)

The channel content engine is constantlyworking to strengthenbeef’s among the businesses that sell beef to consumers. This strategic content development platform is the only guaranteed voice in the marketplace that is working to proactively address operator concerns on beef’s value amid higher prices and tightening supplies that are threatening beef’s share on the menu and in the meat case. In addition, communications activity extends timely market intelligence and checkoff research such as sustainability and better-for-you beef options to support partner efforts to capitalize on consumer purchase behaviors, and strengthen beef’s visibility in key growth segments that hold the most promise for driving volume sales.

Through an integrated mix of communications tools, this effort will increase channel partners awareness of core beef issues and opportunities to increase sales through all checkoff-funded marketing resources. Specific efforts to educate channel influencers and generate leads for engagement include:

  • Paid media:
  • Continue to inspire and educate foodservice professionals via the award-winning BEEFlexible foodservice trade advertising campaign
  • Explore paid content partnerships to help operators connect Older Millennials to Millennial farmers and ranchers, and elevate the shared values of the beef community
  • Earned media:
  • Tell beef’s good news story in retail and foodservice trade publications by developing media pitches, bylined articles and press releases that promote beef’s brand attribute and advocates.
  • Connect channel media with beef industry subject matter experts and resources to accurately report on beef trends, sales and marketing opportunities
  • Owned Media:
  • Generate engaging content that proactively gives channel advocates what they need to communicate the benefits of beef.
  • Continue to develop the content foundation to BeefRetail.org, BeefFoodservice.com, Retail Beef Blast and other direct channel communication tools
  • Create shareable content and visuals like infographics, fact sheets, consumer-targeted web copy, cutting demonstrations, photography and toolkits that retail shopper marketing teams can leverage to engage the Older Millennial.
  • Inspire retail and foodservice chefs and menu decision makers with forward-thinking, on-trend beef recipes and inspirations
  • Proposed cost: $1,704,350(Direct Cost + Estimated Implementation)

Tactic 1D: Retail/Foodservice Influencer Engagement (Channel Advocacy Engine)