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Media Interview Trainings
CMAB hosted two full-day media trainings, for leadership classes at California Dairies
Inc. and Western United Dairymen. The trainings consisted of an introduction to the
media landscape, a 101 on how to speak with the media, a CMAB overview and
messaging rundown, and on-camera question-and-answer sessions with personalized
feedback for each participant.
Sustainability
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CMAB worked with Dairy Cares and CDQAP to identify the best ways to benchmark
practices that will show the California Dairy industry is a leader in sustainability.
Dairy Security & Reputation
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International Table Top Exercise
CMAB convened representatives from target international business regions to discuss the
proper protocols for handling a crisis or issue, including an overview of the issues
handbook, working through a potential scenario and a question-and-answer session for
participants.
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Daily Monitoring & Social Listening
CMAB monitored traditional and social media on a daily basis, tracking Real California
Milk proactive coverage, dairy and food industry trends, and issues (food safety,
environmental, animal care, drought, etc). The team provided an analysis and POV on
impacts pertaining to the California dairy industry, in addition to recommendations for
amplifying stories on Real California Milk owned social channels.
FOOD & CULINARY: CONSUMER
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Importance
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Support business growth priorities by promoting consumption of butter and Hispanic
style dairy products
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Support national initiatives around June Dairy Month and World Milk Day
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Leverage health professional experts to educate peers and consumers about the
healthfulness of dairy foods
Expand Ethnic Foods: Hispanic Dairy
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Instagram Campaign
CMAB partnered with social media influencers to create posts on Instagram featuring
their favorite ways to use Real California Hispanic style dairy products in recipes. The
campaign generated 37 posts garnering 448,900 impressions and over 13,000
engagements (likes and comments).
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Twitter Party
CMAB partnered with lifestyle influencers Resourceful Mommy and A Southern Fairy
Tale to host a party on Twitter attended by 164 participants, generating 46.47 million