2018 March Board Book

• CMAB’s 2017 digital media plan was completed in December. The schedule delivered 2.6MM impressions, 823,383 above goal. A total of 12,309 clicks were delivered, representing an above average click-rate of .46% (industry standard is .09%-.16%). • A Print & Digital Advertising Analysis Summary of 2017 performance was completed to evaluate each publication based on established campaign KPIs, including impressions, clicks, cost per click, bounce rate and time on site. The results helped inform 2018 media planning. • The 2018 print and digital media planning was completed with a final schedule expected to deliver 5.4M impressions for the year. The plan was strategically developed to achieve consistent coverage throughout the year with highly-targeted vehicles to not only reach CMAB’s existing target of chefs and menu decision makers, but also reach the non- commercial segment to increase demand for California dairy products. CMAB attended the 2018 International Foodservice Editorial Council conference held in Boulder, Colorado. The team met deskside with key editors in the foodservice segment to secure placement of photography, recipes, insights and interviews for the 2018 calendar year. CMAB was also a Learning Session sponsor, the first sponsor awarded the opportunity to present to the full audience, reaching all conference editors and attendees. REAL Makers Chef Jen Biesty emceed the presentation and guided attendees through a butter tasting, bold butter trends and applications, and sampling of an on-trend butter- washed cocktail.

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