2023 September Board Book

This summer, we are building the Spanish-translated pages of the Cheese and More landing pages, developing a destination on the website that educates our U.S.-based Hispanic consumers and drives awareness about different pairings with cheese. Investing in a Sustainable Future: Latest CDRF Sustainability Research We have officially kicked off our Sustainability research project in partnership with the California Dairy Research Foundation. This project launched in July and is scheduled to wrap-up at the end of October. And as a reminder, this research will shed new light on what resonates best with consumers when it comes to Sustainability in the dairy industry so we can better incorporate that messaging into our own marketing and communications. The research project is being conducted with the help of an outside research agency called Hall & Partners as well as our creative agency, Deutsch LA, and PR agency, Ketchum. Learnings will not only benefit our CMAB marketing team and advertising partners, but will be shared amongst key business stakeholders, including our producers and brand partners. Search Engine Marketing In 2023, we’re continuing to focus on optimizing toward the most cost-efficient keywords, maintaining 80%–90% Branded SOV, updating the campaign based on Google’s latest changes, incorporating Spanish-language keywords and search ads. Non-brand campaigns continue to be geo-targeted to California only, while brand campaigns run nationally.

Additionally, given past success, we’re continuing to run the Dairy Mythbusting campaign while also building out small campaigns around dairy holidays throughout the year.

Lastly, to ensure we are not duplicating efforts across brands, we will continue meeting with MilkPEP, DMI, and CA Milk Processor Board to discuss and align on search teams several times throughout the year.

2023 Paid Search:

Impressions

Clicks

CTR

1,633,129

141,921

8.69%