2018 September Board Book

“virtual farm tour” that we can leverage for website content and consumer outreach. All content will be created to meet National Science Standards and will be available on the PLANT Foundation’s farmacademy.tv website, YouTube, and other education-based video platforms. Health Influencers: Elementary Students – Fuel Up to Play 60 The CMAB partnered with Dairy Council of California to provide healthy eating messages to female high school athletes from the Bay Area at the T.H.I.N.K. Gold event with the San Francisco 49ers in mid-May. Activation of the Fuel Up to Play 60 (FUTP 60) program has transitioned to national under the oversight of Alyssa McClelland who will be working with the Los Angeles Chargers and Rams, and San Francisco 49ers on an abbreviated implementation plan.

Activate the Seal/Position CA as Essential FS Partner

CMAB Functional Priority

Foodservice PR and Advertising

Activation

Innovative chefs use Real California dairy products California is the leading producer of Hispanic cheese and dairy products

Key Messages Delivered:

REAL Makers Campaign Results: 33 Digital & 8 Print Insertions/1.56M Advertising Impressions

CMAB continued its 2018 media campaign, which effectively reaches existing target and enters the non-commercial segment with a creative rotation was maintained to distribute impressions among all REAL Makers ads. Our print and digital media buy drove 95% of all traffic to the Foodservice section of RCM.com (up from 90% in Q1) and total site visits increased approximately 35% from Q1 2018 with recipe resources leading content engagement.

Establish California as the undisputed leader in sustainability

CMAB Functional Priority

Benchmark Sustainability Milestones

Activation

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

Key Messages Delivered

California Dairy Sustainability Summit The CMAB will participate as a presenting sponsor in the first inaugural California Dairy Sustainability Summit, which will be held November 27-28 th in Sacramento. The event, organized by Dairy CARES, will showcase the leadership of the California dairy industry to a variety of audiences.

Activate the Real California Milk Seal/Ongoing Communication of CA Dairy Story California dairy means real food from real people Look for the Real California Milk seal 99% of California dairies are family owned

CMAB Functional Priority:

Key Messages Delivered: