2018 September Board Book

COMMUNICATION SERVICES

Public relations activities in Q2 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 Look for the Real California Milk seal California dairy means real food from real people

Activation

Key Messages Delivered

Lifestyle Segments in 2 California TV Markets Result: 2 Broadcast and 1 Online Segments/555k impressions Lifestyle experts Parker Wallace and Whitney Bond featured California dairy products in broadcast segments that aired in the San Francisco/Bay Area and San Diego.

Micro-Influencer “Tastes Like Summer” Social Campaign Result: 53 Posts (2.4% engagement rate), 414 comments, 19.3k likes/584.9k Impressions Instagram influencers inspired consumers to experiment with California dairy products and post about their favorite way dairy #tasteslikesummer. “Mix & Match” Cheese Board Infographic Release Result: 464 Placements/30.85M Impressions A “Mix & Match” infographic guide to creative cheese boards was created and distributed nationally. The piece provided usage ideas for creating eight show-stopping cheese boards and included a call-to-action to look for the Real California Milk seal with the new Product Locator Tool.

Regional “June Dairy Month” Release Result: 20M impressions

A release announcing Governor Brown’s declaration of June as “Real California Milk Month” was created and distributed in California. The release highlighted the contribution of California dairy families to the state’s economy and the health of the national.