2018 September Board Book

TOP 3 FUNCTIONAL PRIORITIES DETAILED REPORT

Activate the Seal Q2 2018

KEY INSIGHTS Media release distributions, timed for June Dairy Month, drove the highest amount of Real California Milk seal awareness, while health partners generated high quality content that hit multiple functional priorities. Trainings and support helped California’s dairy industry protect its business.

TOPLINE RESULTS

90% Message Delivery

3 Trainings

935 Stories/Mentions

51.9 M Impressions

Conversation training, Dairy Social Team, animal activist support

TOP 3 MESSAGES* Ranked by overall impressions

TOP 3 TACTICAL ACTIVATIONS Ranked by overall impressions

1. LOOK FOR THE RCM SEAL 51.8 M Impressions

1. CHEESE BOARD MIX & MATCH 30.8 M Impressions Infographic distributed nationally

1. TACTIC XX metric

4. ACTIVATION XX impressions XX mentions 5. ACTIVATION XX impressions XX mentions 3. HEALTH PARTNER CONTENT 1.1 M impressions Fitness influencer & Nurse Barb monthly content 2. TACTIC XX metric 3. TACTIC XX metric 2. GOVERNOR’S PROCLAMATION 20 M Impressions Press release distributed in CA

2. REAL FOOD 51.5 M Impressions

2. TACTIC XX metric

3. REAL PEOPLE, FAMILY OWNED 20.3 M Impressions

3. TACTIC XX metric

*Total impressions exceed the topline number due to stories/mentions including more than one message