2018 December Board Book

COMMUNICATION SERVICES

Public relations activities in Q3 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

Increase Value of the Seal/Activate the Seal

CMAB Functional Priority

Regional Business Development Promotion: June Dairy Month 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

Activation

Key Messages Delivered

“Real Food, Real Snacks” Campaign 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. Results will be reported in the Q4 dashboard in the March Board Book.

Reframe the Dairy Health Story

CMAB Functional Priority

Influence the Influencers

Activation

California milk and dairy products are a healthy, tasty way to get essential vitamins and minerals

Key Messages Delivered

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: 9 posts/303k Impressions (to date, Jan-Sept)

During the 3 rd quarter, Nurse Barb Dehn shared the health benefits of dairy foods with her followers, including recommendations on the introduction of yogurt, cheese and whole milk into toddler diets and research about the importance of quality protein and exercise for healthy aging. In September, Nurse Barb also presented to a group of over 125 nurse practitioners at the 2018 National Conference for Nurse Practitioners in Anaheim.

Health Influencers: Social Media Influencers Results: 43 posts/2.8M impressions (to date, Jan-Sept)

CMAB continued its partnership with social media influencer, Run-Eat-Repeat and added content from Diet Assassinista to our ongoing content series showcasing how dairy fits within an active, healthy and balanced lifestyle.