2018 May Board Book

COMMUNICATION SERVICES Q1 2018

Public relations activities in Q1 focused on supporting CMAB functional business priorities and delivering its key messages that differentiated California dairy among consumers and health professionals. ______________________________________________________________________________ HISPANIC DAIRY PROMOTION: TEXAS REGIONAL & NATIONAL PR CMAB Functional Priority Expand Ethnic Foods Business Development Focus Hispanic dairy products Key Messages Delivered California is the leading producer of Hispanic cheese and dairy products Look for the Real California Milk seal California dairy means real food from real people Results 107.2M Impressions Lifestyle Segments in Top 2 Texas TV Markets Result: 4 Broadcast and Online Segments/1.2M Impressions Lifestyle expert Parker Wallace featured Hispanic-style dairy products in broadcast segments that aired in Houston and Dallas. Parker shared ways to swap Hispanic-style dairy in everyday recipes, while sharing a call-to-action to look for the Real California Milk seal at retail and information about California dairy farm families. Micro-Influencer Social Campaign Result: 50 Posts (32 Texas Based + 18 National, value-add to CMAB)/667.2K Impressions Additional Content Visibility: Posted on Real California Milk Instagram channel California dairy products received support from influential voices in Texas and nationally. Social media influencers inspired consumers to experiment with Hispanic-style dairy products in everyday dishes. Influencers photographed and posted about a favorite recipe that was remixed with a Real California Milk Hispanic-style dairy product. National Infographic Release Result: 469 Placements/32.9M Impressions Additional Content Visibility: Featured on TV segment in Texas, posted on RCM website A “Recipe Remix Beginner’s Guide to Hispanic-Style Dairy Products” infographic was created and distributed nationally. The piece provided usage ideas for the most widely available Hispanic-style dairy products, incorporated California as No. 1 producer messaging and included a call-to-action to look for the Real California Milk seal with the new Product Locator Tool.