2018 May Board Book

PR Results: January – March 2018

Traditional & Social Media Coverage

Consumer Print/Online 61 M

Foodservice Print/Online 166 K

Social 4,145 Posts 67 M

Approach Public relations activities during Q1 supported the following CMAB functional priorities:

Total Media Coverage: 128.4 M Impressions

Dairy Farmers Social Team 165 Posts 169 K

Expand Ethnic Foods Hispanic-Style Dairy Promotion • Lifestyle TV Segments • Micro-Influencer Social Campaign • National Infographic Release • National Social Network Twitter Party

TV/Radio 2 Appearances 61 K

• Foodservice Media Outreach Win with Healthy Snacking & Reframe the Dairy Health Story • Nurse Practitioner Education Conference Session • Social Media Content Activate the Real California Milk Seal • All of the above, plus: • Great American Milk Drive Media Outreach • Land O’Lakes Farm Bowl Local Media Outreach

Key Media Coverage Takeaways

• The top performing campaign promoted Hispanic-style dairy products in Texas and nationally, generating 107.2M impressions and helping provide full- surround communication for the Q1 Business Development initiative. • Hispanic-style dairy product recipe remix tips inspired new usage ideas with CMAB’s primary target audience via a Twitter event. • Most content was used multiple times to increase visibility and maximize CMAB costs. • A call-to-action to “look for the Real California Milk seal” was promoted in all consumer campaigns.

• California Dairy Social Team Posts • California Dairy Industry Leadership • Issues Preparedness & Response