2018 March Board Book

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Issues Handbook CMAB added new escalation and social media protocols, new members of the California Dairy Communicators group, new scenarios, and updated messaging. Updates were also made to the mobile RepProtect app.

Dairy Security & Reputation • Issues Management

CMAB supported California Dairy Communicators around activities.

• Daily Monitoring & Social Listening

CMAB monitored traditional and social media daily, tracking Real California Milk proactive coverage, dairy and food industry trends, and issues. The team provided an analysis and POV on impacts pertaining to the California dairy industry, in addition to recommendations for amplifying positive stories on CMAB owned social channels.

FOOD & CULINARY: CONSUMER ______________________________________________________________________________

Importance • Support CMAB’s business priority around marginalizing margarine with PR initiatives to promote Real California butter • Provide opportunity for California dairy processor engagement with consumers through a Twitter event • Extend CMAB’s communication investment by leveraging PR and agency resources to co-promote assets • Help activate the Real California Milk seal by promoting California dairy farm families’ commitment to supporting communities in need via Seals for Good Holiday Campaign CMAB implemented several tactics to promote butter and other dairy products during the holidays • Multi-Media News Release : “6 Ways to Elevate Family-Favorite Holiday Recipes Using Kitchen Staples” Consumers received holiday inspiration for modern twists on seasonal classics and easy ways to incorporate Real California dairy foods into appetizers, cocktails and festive décor. The campaign generated more than 29.8 million impressions. Media Coverage CMAB leveraged the Real California Milk Cheese Yule Log video in the digital campaign created by Deutsch with proactive media outreach. The Cheese Yule Log was featured in articles on popular national sites FoodandWine.com and Delish.com , which were also shared on the publications’ Twitter accounts, reaching a total of 13 million impressions. •