2025 May Board Book

Q1 2025 KEY LEARNINGS + RECOMMENDATIONS

Being responsive to a media request quickly built an editor relationship, leading to two additional stories, generating increased visibility for Real California Milk and dairy foods.

• Maintain relationships with expert spokespeople that can be tapped for quick turn media requests. • Expand roster of spokespeople to leverage additional opportunities for California dairy foods and farming.

• Use farmers for storytelling: seeing the origins of dairy foods and transparency resonates with media. • Continue to share fitness/athletic content with data and busting myths which helps strengthen story appeal. • For events, add interactive elements for a more memorable experience.

Sports performance education led by elite athlete trainer Jessica Isaacs and Lemos family farmers generated strong media interest.

LinkedIn paid amplification of USA Today article on dairy for seasonal and lifelong fitness, as well as TEDx sustainability video, generated the highest engagement rate.

• Utilize visually appealing content and/or content with high name recognition, which outperforms other content. • Post more on LinkedIn platform, which delivers a high engagement rate and quality audience.

Confidential - Not for Public Consumption or Distribution