2017 December Board Book

Cause Marketing – Seals for Good Campaign • Hurricane Donation A press release “California Dairy Community Sends 70,000 Pounds of Food Aid to Areas Affected by Harvey and Irma” was distributed nationally to communicate the commitment from the California dairy community to support families in need who were affected by hurricanes in Texas and Florida. The press release generated 21.4 million impressions and conversation in the dairy industry including media placements on Capital Public Radio, Dairy Radio Now, Dairy Business and Holstein World. • Social Media Campaign California dairy farm families launched the Seals for Good social media challenge, which will provide milk to families and children struggling with hunger in areas affected by hurricanes Harvey and Irma and the California wildfires. Consumers are encouraged to take a photo of the Real California Milk seal and post to their social media channels using the hashtag #sealsforgood. For each qualifying post, $5 or 1 gallon of milk will be donated to the Great American Milk Drive (up to $30,000 total) through Feeding America. The campaign runs through December 31. A press release “California Dairy Families Kick Off #SealsForGood Milk Drive to Support Families in Need” kicked off the campaign and generated 21.4 million impressions. A second release, announcing the expansion to California, was distributed at the end of October – results are pending. FOOD SAFETY & SUSTAINABILITY ______________________________________________________________________________ Importance • Support consumer trust by sharing authentic food and farming stories with California dairy producers as storytellers • Gather and incorporate sustainability facts and insights to support California as the gold standard • Ensure CMAB is prepared in the event of an issue in domestic and international business markets Dairy Leadership & Integration • California Dairy Farmers Social Team CMAB amplified social media posts on Real California Milk channels and made weekly content recommendations to the farmer team members to encourage positive conversation about California dairy in their social communities. A training and onboarding session for the four existing and five new social team members was hosted in Tracy and included an overview on social media, best practices, personalized feedback and Q&A sessions.

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