2019 March Board Book

COMMUNICATION SERVICES Public relations activities in Q4 2018 focused on supporting CMAB functional business priorities and delivering key messages to differentiate California dairy among consumers and health professionals. ________________________________________________________________________ Drive consumer demand for CA Dairy in select regions of the U.S CMAB Functional Priority Increase Value of the Seal/Activate the Seal Activation

Regional Business Development Promotions: • Back to School/Healthy Snacking – Real Food, Real Snacks • Holi-Dairy – Savor the Season California is a source for quality, sustainable dairy foods. Importance of California dairy industry to state economy [in CA] Look for the Real California Milk seal California dairy means real food from real people

Key Messages Delivered

“Real Food, Real Snacks” Campaign Results: 183 placements/20.3M impressions

The healthy snacking with California dairy campaign launched in mid-September with a consumer survey about snacking preferences, content partnerships with California fitness and lifestyle influencers and a micro-influencer campaign through Linqia, which ran primarily throughout October. “Savor the Season” Holi-Dairy Campaign Results: 914 placements/30.7M impressions – 25 posts/235k influencer impressions Fourth quarter focused on holiday entertaining with California dairy tapping into the “grazing table” trend. A national release outlining stress-free holiday entertaining tips was shared on the news wire and a micro influencer campaign tapped into regional (Southeast) social media influencers to share usages ideas and messages about California dairy products. Key Messages Delivered California milk and dairy products are a healthy, tasty way to get essential vitamins and minerals California dairy is a healthy source of protein Dairy fits into modern diets, healthy eating plans Look for the Real California Milk seal Health Professionals: Health Expert Social Media Content Results: 12 posts/398k Impressions (to date, 2018) During the 4 th quarter, Nurse Barb Dehn continued sharing the health benefits of dairy foods with her followers, including recommendations on the introduction of yogurt, CMAB Functional Priority Reframe the Dairy Health Story Activation Influence the Influencers