2018 September Board Book

2018 Digital Media Plan: Our aim for this year’s digital media is to fit California dairy into the “Lifestyle Balancer’s” purchase decision process. We will do this by buying digital video partnerships that extend viewership of our TV spots beyond traditional TV, by reaching consumers as they shop, and by demo-targeting Hispanic consumers via targeted digital placements. Another change for this year is that we will still have a layer of nationally targeted media, but will also focus on key local markets, which are strategically aligned with our business development efforts. Digital media partners Shopkick and Ibotta have already started, but the majority of our media weight will run from September through the end of the year. We will present the details of these digital media efforts at the September board meeting. Social Content: We tailored our social content strategy to align with CMAB’s quarterly messaging objectives. During Q1, we promoted mostly breakfast-focused recipes. For Q2, we shifted our food focus to Hispanic dairy recipes. We also created a separate social campaign targeted to Texas, promoting Hispanic dairy and drove traffic to the new Product Locator tool on the website. Along with our food content, we continually promote farmer content as well as community/PR content. Below are some of the content series that have run continuously throughout the year. • Recipe videos (Tastemade and Cooking Panda) • CA Dairy Stories • Better With Cheese • Monday Melt

CA Dairy Stories:

Monday Melt: