Chairman Jeanne Harland Called the Meeting to Order at 1:33 P.M

DRAFT MINUTES Joint Producer Communications Working Group Meeting Hyatt Regency – Denver, Colorado Aug. 2, 2014

1. Call to Order/Welcome Chairman Jeanne Harland called the meeting to order at 1:33 p.m.

a. Introductions Harland requested introductions of committee members and staff.

Members Present  Jeanne Harland, Chairman, CBB  Larry Jones, Vice Chairman, Federation  Brenda Black, CBB  Chuck Kiker, CBB  Dianne Kirkbride, Federation  Genevieve Lyons, CBB  Mike McCormick, CBB  Laurie Munns, CBB  Garry Wiley, Federation

Members Absent  Buck Wehrbein, Federation  Jayson Beyer, Federation  Kristin Larson, Federation

Guests Present  Randy Geiger, CBB  Anne Anderson, CBB  Al Davis, CBB  Jana Malot, CBB  Richard Winter, CBB  Lloyd DeRuyter, CBB  Jimmy Maxey, CBB  Katherine Ayers, CBB staff  Stacy McClintock, CBB  Courtney Kalous, CBB staff  Sarah Childs, CBB  Nancy Jo Bateman, North Dakota Beef Commission  Charlotte Coates, CBB staff  Paula Waggoner, Colorado  Danni Beer, CBB  Jennie Hodgen, Merck  Brittany Hurst, Idaho Cattle Association  Steven Mafrige, CBB  Lynn Keetch, CBB  Ryan Goodman, Montana Stockgrowers  Alan Adams, Illinois Beef Association  Larry Cunningham, CBB  Tim Pennell, CBB

Producer Communications Staff Present  Lynn Heinze, staff liaison to working group;  Diane Henderson, CBB communications manager  Producer communications contractor: Melissa Slagle  McCormick Company representatives: Suzi Sutton-Vermeulen, Renee Lloyd  USDA – Angie Snyder

b. Approve Agenda Brenda Black moved and Dianne Kirkbride seconded to approve the agenda, as presented. Motion passed unanimously.

c. Approve Minutes Mike McCormick moved and Laurie Munns seconded to approve the minutes of the Feb. 19, 2014 webinar as presented. Motion passed unanimously.

d. Task Ahead of Us Harland explained that the desired outcome of today’s meeting is to recommend a producer communications authorization request for fiscal 2015. Harland reviewed PCWG priorities.

2. Producer Communications Authorization Request (AR) Overview/Descriptions

a. Overview Staff liaison Lynn Heinze reviewed the producer communication Critical Success Factors

b. Desired Outcomes Heinze reviewed evaluation metrics derived from the Producer Attitude Survey and other monitoring tools.

c. Scoring this AR Chairman Harland reviewed with PCWG members the new committee scoring process for program proposals, noting use of variously colored score cards for the various tactics, and defined the order of business.

d. Tactic 5A – National Communications Heinze presented Tactic 5A of Authorization Request 1517-PC for producer communications: This tactic comprises development and implementation of a national communications program that delivers a continuous flow of information. This includes paid media – online, in print, and in various venues nationwide. He reminded Working Group members of the new 2014 producer-communications theme, “Did You Know…?” and explained that paid media is coordinated very closely with earned media – so that messages are consistent and reinforcing.

Harland asked Working Group members to use their score card and note score on tactic 5A, which they then turned in to Trade Media Manager Melissa Sandfort for recording. e. Tactic 5B – Information Conduits Heinze explained the goal of efforts here is to provide information about and results of beef checkoff investments to Individuals, auction-market operators and producer organizations motivated to serve as conduits of checkoff information. This tactic includes producer tradeshows.

Harland asked Working Group members to use their score card and note score on tactic 5B, which they then turned in to Melissa for recording. f. Tactic 5C – State Partnerships Heinze explained efforts by the producer communications team to work closely with state beef councils so that the checkoff delivers consistent, cohesive communications to checkoff investors – from all levels. Key to this process, he said, is provision of producer- communications opportunities and tools for state beef councils to help them accomplish their in-state producer messaging.

Vice Chairman Larry Jones said that he wants to make sure that this national producer- communications program does not duplicate services of state beef councils and that it positions the national team to work with states to assure this. Heinze explained that coordination with state has been the goal and would continue to be.

Working Group Member Laurie Munns asked if most states are using communications tools created at the national level on their websites. Heinze explained that each state does things differently, with some providing their own producer communications materials, some linking their producers directly to MyBeefCheckoff.com, and others having only consumer websites or ones that are not well-defined for producer messages. In any case, he said, we provide all of the information to all states, and some use it while others don’t.

Harland asked Working Group members to use their score card and note score on tactic 5C, which they then turned in to Melissa for recording. g. Tactic 5D – Producer Attitude Research Heinze explained that this tactic is all about understanding checkoff investors via a producer attitude survey. He reminded the Working Group that it had recommended not doing the summer survey this year and that the team followed that recommendation and instead added some extra survey work with media partners, at little to no additional cost. Heinze suggested that it might be advisable to do the summer survey at least every other year. Last year, for example, we used the summer survey to pin down why those not supporting the checkoff did not support it, and it would be good to do a check-in with them after our responsive messages have been in place for more than a year by next summer’s survey. Working Group Member Chuck Kiker asked about the AR funding request being higher in 2015 than what the Operating Committee approved for the current fiscal year. He suggested that, given the current strong prices and positive mood of producers, this might be a good year not to do the survey. Heinze explained that it is an important tool in reviewing to be certain that the things we are doing are effective – and make adjustments accordingly. In addition, the original goal for the summer survey in 2014, before deciding not to complete it, was to determine what specific messaging might be needed on a regional basis through the national program, and that still needs to be done.

Munns asked where the money set aside for the summer survey was used instead. Heinze explained that it went to ad testing and the redesign of the website, set to launch this summer.

Harland asked Working Group members to use their score card and note score on tactic 5D, which they then turned in to Melissa for recording.

While Heinze and Sandfort calculated votes on each tactic, Chairman Harland pointed out that there was additional survey information and metrics at each member’s seat to review.

3. Discussion of Producer Communications 2015 Authorization Request

a. Chairman Harland reported that all tactics in the Producer Communications Authorization Request for FY15 received unanimous scores of 5 – the highest score possible – across the board.

Harland opened up to questions full room. Seeing no questions, she asked if anyone had additional comments they wanted to submit to the Operating Committee.

Working Group Member Brenda Black said she thought the group should let the Operating Committee know that the Working Group was impressed that staff listened to our requests for changes or improvements in the AR and responded to create what we think truly resonates with producers. She told staff that it was “great that we got to vote on ad choices (for the new campaign in FY14) and then you went with what resonated with us, and that needs to be commended as proof that you are doing your job.” She said that she believes that positive feedback needs to be shared with the Operating Committee where it is deserved.

Working Group Member Mike McCormick suggested that the Working Group let the Operating Committee know that this AR closely matched the Working Group’s priorities, and that “deserves recognition.”

Vice Chairman Jones reiterated that staff must be diligent, in Tactic 5C – State Partnerships – that it not duplicate efforts of state beef councils.

Vice Chairman Jones also suggested that the Working Group “put in a plug for the new website, which will lead to better communications among all producers” in its comments to the Operating Committee. Munns and Black agreed. After brief discussions about the new scoring process, Harland confirmed, by consensus, that the Working Group also would report that the system “allowed us to complete work efficiently and provided for ample and focused discussion.”

b. Harland sought a final consensus vote on the final scores and comments for each tactic, as discussed. Black moved, with a second from Kiker, to advance the scores and comments to the Operating Committee and point out that all votes were unanimous.

4. Adjourn Chuck Kiker moved, and Mike McCormick seconded, that the meeting be adjourned, and Chairman Harland adjourned the meeting at 3:04 p.m.