September 2017 Board Book

• Media Interview Trainings CMAB hosted two full-day media trainings, for leadership classes at California Dairies Inc. and Western United Dairymen. The trainings consisted of an introduction to the media landscape, a 101 on how to speak with the media, a CMAB overview and messaging rundown, and on-camera question-and-answer sessions with personalized feedback for each participant. Sustainability • CMAB worked with Dairy Cares and CDQAP to identify the best ways to benchmark practices that will show the California Dairy industry is a leader in sustainability. Dairy Security & Reputation • International Table Top Exercise CMAB convened representatives from target international business regions to discuss the proper protocols for handling a crisis or issue, including an overview of the issues handbook, working through a potential scenario and a question-and-answer session for participants. • Daily Monitoring & Social Listening CMAB monitored traditional and social media on a daily basis, tracking Real California Milk proactive coverage, dairy and food industry trends, and issues (food safety, environmental, animal care, drought, etc). The team provided an analysis and POV on impacts pertaining to the California dairy industry, in addition to recommendations for amplifying stories on Real California Milk owned social channels. FOOD & CULINARY: CONSUMER ______________________________________________________________________________ Importance • Support business growth priorities by promoting consumption of butter and Hispanic style dairy products • Support national initiatives around June Dairy Month and World Milk Day • Leverage health professional experts to educate peers and consumers about the healthfulness of dairy foods Expand Ethnic Foods: Hispanic Dairy • Instagram Campaign CMAB partnered with social media influencers to create posts on Instagram featuring their favorite ways to use Real California Hispanic style dairy products in recipes. The campaign generated 37 posts garnering 448,900 impressions and over 13,000 engagements (likes and comments). • Twitter Party CMAB partnered with lifestyle influencers Resourceful Mommy and A Southern Fairy Tale to host a party on Twitter attended by 164 participants, generating 46.47 million