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2012 Alabama Beef Checkoff Marketing Plan 1. Consumer Marketing & Advertising…….……Page 2 A. B. C. D. E.

Special Consumer Events Beef Education Consumer Advertising Retail Channel Marketing Foodservice Channel Marketing

2. Industry Information………………………………...Page 10 F. G. H. I.

Public Relations Industry Communications Issues Management Producer Communications

3. Quality…………………………………………….……….Page 18 J. Beef Quality Assurance K. Beef Quality Research

4. Producer Education…………………………..………Page 19 L. Production Programs M. On-Farm Youth Programs N. Production Research

5. Checkoff Support…………………….….….…………Page 22 O. National Program Support P. Collections & Compliance Q. Administration


Welcome,

We are pleased that you have received a copy of the 2013 State Checkoff Marketing Plan. This plan was developed by cattle producers in a series of meetings and the document details each strategy and action item where checkoff dollars will be funding this year. Producers at the national level worked last year through a series of committees to first research consumer trends and concerns about beef. Then, they met to develop priorities and programs that would address these consumer concerns resulting in stronger beef demand. A joint committee of twenty producers from the Federation of State Beef Councils and the Cattlemen’s Beef Board met and approved each program request. Later, in October, we participated in a three-day workshop where the new checkoff programs were rolled out. In November, a group of producers and advisors met to determine which programs could best be implemented in Alabama. In addition, a committee worked on programs that could also be funded only by the state checkoff to enhance profitability for our cattlemen. Next, the ACA Executive Committee and finally the Board approved a checkoff budget to fund these programs. I invite you to look through this marketing plan and see the numerous programs that your state and national checkoff dollars are funding this year. As a cattle producer, I am pleased to be a part of this effort that is so vital to our ability to produce cattle and sell beef. Thank you for supporting this program. Please call if you have questions or suggestions on how best to promote our product – beef.

Best wishes,

Donna Jo Curtis

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1. Consumer Marketing & Advertising Objective A. Special Consumer Events: Supply consumers with information about beef information and beef’s role in a healthy diet during public events. Strategy #1: Encourage and teach high school students to cook with beef by hosting the Jr. /Sr. High Beef Cook-off. Action Step 1:

Work with Alabama CattleWomen’s Association to host a state beef cook-off at the Alabama Cattlemen’s Association building.

Action Step 2:

Educate and train 20 County cook-off chairmen how to conduct a county cook-off to increase participation at state contest.

Action Step 3:

Partner with the county cattlemen’s chapters and other groups such as Alabama Farmers Federation and Alabama Cooperative Extension System to educate about support needed in counties that do not have a CattleWomen’s chapter.

Action Step 4:

Partner with State Dept. of Education to help promote State Beef Cookoff contest to all Family and Consumer Science (FACS) teachers as a way to increase participation.

Action Step 5:

Utilize collegiate cattlemen’s chapter at Auburn University to assist with state cook-off program .

Strategy #2: Spread beef’s healthy message to the athletic community by assembling spokespeople and sponsoring running events to promote beef. Action Step 1:

Be a sponsor of a major running event and host a “Beef Tent” at postevent celebration to hand out beef samples to athletes and educate them about beef’s healthy attributes.

Action Step 2:

Participate in other major sporting events in Montgomery to promote beef's good nutrition to athletes.

Strategy #3: Conduct “Alabama’s Best Steak” competition to increase beef demand at independent restaurants and gain positive media exposure about beef. Action Step 1:

Create an online survey for consumers to use to vote for their favorite restaurant during the contest.

Action Step 2:

Use 3 foodservice companies like Sysco, that supply restaurants in Alabama, to get more restaurants involved in the contest.

Action Step 3:

Produce a poster for restaurants to use to promote the “Alabama’s Best Steak” contest.

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Action Step 4:

Get a testimonial interview from each restaurant placed in the “Top 5” with Randall Weiseman to talk about the contest and how beef is a great component of their restaurant’s menu.

Action Step 5:

Utilize county cattlemen leaders to present plaques and make award presentation in the area of each Top 5 restaurant to gain media exposure for the restaurants.

Action Step 6:

Purchase an online advertising buy with a statewide news source as a way to promote the contest and drive consumers to the survey.

Action Step 7:

Send to each nominated restaurant a notification packet to educate and promote the contest to restaurants.

Action Step 8:

Use the winning restaurant to market and promote a “Beef It’s What’s For Dinner” recipe on their menu for 3 months following the contest.

Action Step 9:

Conduct an awards presentation and media event at the winning restaurant.

Strategy #4: Put a face on the cattlemen by reading about beef cattle in elementary school classrooms during October Beef Month. Action Step 1:

Purchase 200 reading books for K-2 grades and 100 reading books 3-4 grades that have a cattle storyline and distribute to cattlemen and cattlewomen throughout the state of Alabama.

Action Step 2:

Purchase materials for each county that participates to provide to classrooms about the cattle industry (coloring books, stickers, bookmarks, etc.).

Action Step 3:

Promote and educate county cattlemen/cattlewomen leaders by holding an informational session about the reading to school children program at ACA annual convention.

Strategy #5: Sponsor a Cowboy Cook-off during the SLE Rodeo as a way to promote and educate consumers about beef. Action Step 1:

Partner with SLE Rodeo to conduct a Cowboy Cook-off during SLE Rodeo week.

Action Step 2:

Publicize the event with SMI Advertising to get 20 local business teams to enter into the contest.

Action Step 3:

Create a flyer/poster to publicize the event for SLE Rodeo members to use at the local level to increase number of teams to 20 teams.

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Action Step 4:

Contact all television stations in Montgomery to assemble a team for the Cowboy Cook-off in order to increase media attention around the event.

Action Step 5:

Utilize AU Collegiate Cattlemen to conduct a “BBQ Boot Camp” during the Cowboy Cook-off for consumers to learn about beef marinades, cuts, and recipes.

Action Step 6:

Partner with FCCLA to have 10 student helpers during the Cowboy Cookoff.

Strategy #6: Participate in other consumer events around Alabama as a way to promote beef to various consumer groups. Action Step 1:

Work with local cattlemen/cattlewomen to have a beef display or presence at the Alabama Peanut Festival and Alabama National Fair providing materials and recipes to consumers.

Action Step 2:

Purchase beef brochures from NCBA or have printed locally to distribute or printed locally at consumer events and through mailings.

Action Step 3:

Purchase and distribute beef materials and posters/banners to county cattlemen & cattlewomen chapters for use in their county fairs and local consumer events during October Beef Month.

Action Step 4:

Host a luncheon of the “Distinguished Young Women of Alabama” allowing the opportunity to showcase new beef products to an influential group of young thought leaders.

Action Step 5:

Appear on 10 television news stations during the year to promote beef recipes and cooking tips to viewership.

Action Step 6:

Partner with Auburn University to support Ag Discovery Day to promote beef safety and nutrition to over 500 consumers.

Action Step 7:

Purchase a new display to use at consumer events and trade shows to display beef’s healthy role in the diet.

Action Step 8:

Purchase new technology for displays at consumer events and trade shows to interactively involve consumers about beef cuts, recipes and nutrition.

Action Step 9:

Purchase 2 outdoor “Beef It’s What’s For Dinner” flags to use at outdoor consumer events.

Action Step 10:

Partner with Western Supermarkets to exhibit at the Birmingham Home and Garden Show/Western Supermarkets Food Expo in February to over 15,000 consumers about beef cuts, recipes and nutrition.

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Action Step 11:

Partner with Western Supermarkets to have a stage demonstration at the Birmingham Home and Garden Show to educate 100 consumers about lean beef cuts.

Action Step 12:

Partner with a health organization to host a “Beef Day” in Montgomery during October Beef Month to increase positive media exposure for beef.

Strategy #7: Use the communication tools of social networking to target individual consumers with a positive beef message. Action Step 1:

Post weekly updates to the ACA Facebook page to include positive information about beef.

Action Step 2:

Utilize five 3rd person influencers (athletes, doctors, chefs) to write blogs creating a positive image about beef nutrition and healthiness to target millennials.

Action Step 3:

Add content to our blog by using advertising media videos provided by NCBA to promote beef as a safe and nutritious product.

Action Step 4:

Educate consumers about the different internet resources available to them through handouts, emails, websites, and social media.

Action Step 5:

Contract with 2 food bloggers to deliver a positive beef message and cooking tips to a large blog viewership.

Action Step 6:

Use NCBA Pinterest page as a way to promote beef recipes to consumers that follow Alabama Cattlemen on Pinterest.

Action Step 7:

Write a beef consumer blog post every month to highlight a beef recipe and a positive beef fact.

Action Step 8:

Use ACA YouTube page to create and share 12 “beef tip” videos to educate consumers.

Action Step 9:

Use social media and smart phone technology to increase exposure about new beefitswhatsfordinner.com tools to the Millennial consumer generation.

Special Consumer Events Total

National $57,000

State $93,000

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Total $150,000


Objective B. Beef Education: Work with influencers around Alabama to educate about beef production and the benefits of beef in a healthy diet to increase knowledge about the product and how it is raised. Strategy 8: Identify and train volunteers to serve as beef instructors for the BEEF 101 program at the regional and county level. Action Step 1:

Identify and extensively train 10 volunteer leaders to serve as BEEF 101 coaches for county education programs.

Action Step 2:

Utilize WEBEX and webinars to do online continuing education once a quarter with volunteer BEEF 101 coaches.

Strategy #9: Utilize the BEEF 101 checkoff education program as the primary beef education tool for key influencer groups to highlight the “Pasture to Plate” beef story. Action Step 1:

Create a beef program online survey to use with influencer groups as a way to judge the overall perception of beef before and after the beef program.

Action Step 2:

Implement 4 regional BEEF 101 programs throughout the state and invite FACS teachers and students to each location.

Action Step 3:

Identify 10 key influencers in Alabama to teach the “Pasture to Plate” story to serve as contributors to beef’s positive image.

Action Step 4:

Work with Auburn University in developing a cattle harvest video at the Meats Laboratory to use for BEEF 101 programs.

Action Step 5:

Have a farm tour for 4 culinary schools to share the facts about animal production on the farm.

Action Step 6:

Have a farm tour for Alabama Dietetic Association members to share the facts about animal production on the farm.

Action Step 7:

Purchase and distribute materials about beef production to use with farm tour attendees.

Action Step 8:

Host programs for 4 culinary schools in Alabama at Auburn University Meats Lab to educate students about beef processing.

Action Step 9:

Provide beef cuts charts to 5 culinary schools in Alabama for use in the classroom.

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Strategy #10: Partner with leaders from Alabama Dept. of Education to provide information, training programs, and materials about beef to targeted teacher groups Action Step 1:

Participate in a general session at the FACS summer conference in Birmingham to educate teachers about availability of BEEF 101 programs for their students and beef teaching materials.

Action Step 2:

Provide information in the FACS quarterly newsletter that reaches over 500 FACS teachers & 133 Career Tech. teachers. (Cook-off information, recipes, nutrition information, food safety information, etc.).

Action Step 3:

Provide information in the ED-Notes newsletter (monthly) to entire Alabama Board of Education employees. (cook-off, recipes, nutrition, food safety)

Action Step 4:

Maintain links of education materials on Bamabeef.org for teachers to be able to locate and download educational materials.

Action Step 5:

Participate in two webinars to over 500 FACS teachers (grades 7-12) to provide educational information for each cluster areas: Human Services, Hospitality & Tourism, and Education & Training.

Strategy #11: Provide resources, speakers, and materials detailing beef’s role in a healthy diet to health influencers around Alabama. Action Step 1:

Sponsor a speaker at the Alabama Dietetic Association Convention to speak to over 250 dietitians about the nutrition of beef.

Action Step 2:

Host 3 “Lunch and Learn” programs at the ACA building to teach influencer groups (dietitians, nurses, school lunchroom program) about beef’s role in a healthy diet.

Action Step 3:

Maintain email-list and provide for nutrition and health professionals in Alabama to distribute updates about beef nutrition information.

Total Beef Education

National $23,000

State $29,000

Total $52,000

Objective C. Consumer Advertising: Expand the impact of the national “BEEF. It’s What’s For Dinner” advertising campaign to consumers in Alabama. Strategy #12: Expand the reach of the national “Beef. It’s What’s For Dinner” online advertising in Alabama. Action Step 1:

Partner with independent retailer to match funds for an online advertising campaign during the “Summer Grilling Season”.

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Action Step 2:

Purchase statewide online advertising buy to promote beef during October Beef Month.

Action Step 3:

Purchase online advertising with Facebook during Summer Grilling Season to promote grilling recipes to Facebook users in Alabama.

Strategy #13: Expand the reach of the national “Beef. It’s What’s For Dinner” and “I Heart Beef” print advertising campaign in Alabama by using selected consumer print media outlets. Action Step 1:

Purchase one statewide billboard campaign in major Alabama markets to promote “Lean Beef Profile Cuts” in Alabama.

Action Step 2:

Partner with individual cattlemen and supply 20 BIWFD signs for cattle farms in Alabama that run along major highways and interstates to promote the product to passsersby.

Action Step 3:

Place National Beef ads in programs during special events like rodeos, fairs and festivals.

Strategy #14: Expand the National “Beef. It’s What’s For Dinner” and "I Heart Beef" campaigns by providing consumers with nationally produced promotional items. Action Step 1:

Purchase “I Heart Beef” car magnets for cattlemen to place on their vehicles.

Action Step 2:

Purchase and distribute 300 posters for local consumer’s events to distribute throughout the year to county chapters, fairs, etc.

Action Step 3:

Provide "I Heart Beef" stickers at consumer events and for promotional programs.

Action Step 4:

Purchase BIWFD meat thermometers to disperse at beef promotion events in the state.

Total Consumer Advertising

National $17,000

State $45,000

Total $62,000

Objective D. Retail Channel Marketing: Work with Alabama retailers to increase beef sales by providing retailers with National educational materials and training retail workers to provide positive messages about beef to consumers. Strategy #15: Implement promotional campaigns developed by National to independent retailers in Alabama as a way to increase beef sales across the state. Action Step 1:

Partner with Alabama Grocer’s Association to utilize an email list to send national promotion news to their membership list.

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Action Step 2:

Communicate with NCBA’s regional retail manager concerning regional and national supermarket chains participation in checkoff programs.

Action Step 3:

Provide independent retailers with P.O.S. marketing items from NCBA to be used in meat case at supermarkets.

Action Step 4:

Purchase 1000 promotional posters to distribute to independent retailers for use in store during seasonal campaigns.

Action Step 5:

Work with NCBA to develop and purchase Quick Response (QR) codes to implement on meat package labels in 60 Belle Foods in Alabama.

Strategy #16: Supply retailers in Alabama with materials developed by NCBA to help train retail workers to provide the correct message about beef when asked by consumers. Action Step 1:

Conduct 2 “Talking to the Consumer” programs for two retail supermarket chains at the ACA building to educate about new beef cuts, safety, and ways to communicate with the customer.

Action Step 2:

Visit supermarket meat merchandisers twice a year to recruit participation in seasonal beef enhancement and promotion programs.

Action Step 3:

Conduct a “Summer Sales Competition” with Western Supermarkets meat markets to increase beef tonnage, food safety and marketing materials in all 8 stores.

Total Retail Channel Marketing

National $12,000

State $15,000

Total $27,000

Objective E. Foodservice Channel Marketing: Work with Alabama retailers to increase beef sales by providing them with National educational materials and training to deliver positive messages about beef to consumers Strategy #17: Increase the knowledge of beef production and beef markets by providing materials and programs for foodservice distributors in Alabama. Action Step 1:

Host 2 "BEEF 101" class for foodservice companies as a training tool for new employees about basic beef processing at the AU Meats Lab.

Action Step 2:

Provide ACA staff person to serve as a resource to assist in the development of locally grown/freezer beef programs and producers in Alabama.

Action Step 3:

Use NCBA “Sticky Drives” to promote newly updated Beef University to 3 foodservice partners in Alabama.

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Total Foodservice

Action Step 4:

Schedule desk side visits with foodservice companies to go over national promotions twice a year.

Action Step 5:

Conduct a foodservice sales promotion with Sysco Foodservice during October Beef Month to increase sales and tonnage of beef in the state.

Action Step 6:

Conduct a foodservice sales promotion during the spring to increase sales and tonnage of beef in the state during the slow sales season.

Action Step 7:

Partner with an Alabama restaurant chain to conduct an incentive promotion in the restaurants to increase customers and sales of beef.

Channel Marketing

National $13,000

State $13,000

Total $26,000

2. Industry Information Objective F. Public Relations: Serve as the voice of the state’s beef cattle industry delivering positive messages about cattle production. Strategy #18: Media: Increase the number of positive beef impressions in Alabama media. Action Step 1:

Serve as the spokesperson for the state’s cattle and beef industry by providing information and responding to radio, print media and television reporter’s calls.

Action Step 2:

Utilize major cattle/beef events as opportunities to get positive cattle/beef stories in the media, including social media.

Action Step 3:

Prepare and send news releases of upcoming cattle industry events and responses to hot topics to state and local print, radio, and TV media sources on a regular basis.

Action Step 4:

Co-sponsor with the SLE in February with the Rodeo Media Kickoff Luncheon for 50 members of the media, providing positive beef industry information.

Action Step 5:

Host a major media event in the Tennessee Valley area where cattle leaders can meet and get to know members of the media.

Action Step 6:

Assist the Alabama LMA and Montgomery Stockyards in publicizing the World Championship Auctioneer Contest to be held in Montgomery in June.

Action Step 7:

Work with the ACWA in publicizing their major beef promotion events.

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Strategy #19: Develop ways to get the Millennial segment involved in learning and using positive messages about beef and cattle production. Action Step 1:

Provide a PowerPoint presentation with extensive directions for use by county level volunteers in schools and civic club talks on beef cattle production in Alabama for a consistent, simple message.

Action Step 2:

Work with the Collegiate ACA/ACWA chapter providing materials and training and encourage them to complete the MBA program.

Action Step 3:

Use social media – Facebook®, Twitter®, and YouTube® as a forum where young farmers can talk to consumers.

Action Step 4:

Host a function at the ACA Convention for the millennial crowd and AJCA Alumni.

Action Step 5:

Maintain a list of contact information for past scholarship winners and AJCA officers encouraging their support and involvement.

Action Step 6:

Create a Young Cattlemen’s leadership program that will consist of a series of 5-6 meetings that are dispersed throughout the state.

Action Step 7:

Partner with the Alabama Cattlemen’s Association and its network of county leaders across the state to connect young people with mentorship opportunities alongside interested cattlemen.

Strategy #20: Take advantage of the thousands of fourth graders from across the state traveling to Montgomery to tour the nearby State Capitol and State Archives by making The MOOseum apart of the trip to learn about beef cattle production. Action Step 1:

Partner with the Alabama Cattlemen’s Foundation in upgrading The MOOseum to enhance the beef production story.

Action Step 2:

Utilize technology to strengthen the cattle production story by having videos of cattle farmers talking to the students about taking care of their animals, describing what cattle eat and are raised.

Action Step 3:

Simplify and strengthen the positive beef message targeting 4th graders in the kitchen area and include grilling steaks and burgers on the patio.

Action Step 4:

Redo the “Wow the Cow” coproducts exhibit.

Action Step 5:

Update the marketing materials for The MOOseum and provide a lesson plan for the teachers on the cattle production and beef’s role in healthy diets.

Action Step 6:

Work with the State Capitol, Archives and History tour directors and tour bus companies in driving more traffic to The MOOseum.

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Action Step 7: Promote MOOseum through the board/ACA members and network with 4th grade teachers through e-newsletters. Action Step 8:

Encourage county chapters to promote The MOOseum to local schools and assist county schools in making the trek to Montgomery.

Action Step 9:

Purchase additional materials for The MOOseum kitchen for children to use in learning about the positive aspects of beef in their diet.

Strategy #21: Social Networking: Use the communication tools of social networking to target individual consumers with a positive cattle industry/production message. Action Step 1:

Post regular updates to the ACA Facebook page to include positive information about beef and the beef cattle industry.

Action Step 2:

Utilize social network posts, blogs, and web diaries to send a positive beef message to consumers.

Action Step 3:

Increase use of Facebook, Twitter, YouTube and network with people already online.

Action Step 4:

Develop policy of purpose of ACA Facebook page with the possibility of creating separate pages for members, farmers, etc.

Action Step 5:

Recruit three MBA graduates to link their blogs and other social media sites to www.bamabeef.org.

Strategy #22: Promote the fact that cattle farmers care for their animals and are good stewards of the land and environment. Action Step 1:

Coordinate the timing of posting on social media positive stories about cattle farmers caring for their animals and land to maximize impact.

Action Step 2:

Produce 8 "Producer Profile" videos highlighting cattlemen in Alabama and post them on the Bama Beef Blog.

Action Step 3:

Support and have a presence at Auburn University's College of Agriculture Roundup.

Action Step 4:

Upgrade ACA Exhibit to use latest technology to show farmers caring for their animals and land.

Action Step 5:

Work with AL LMA and AL Farmers Federation in getting Ag Commissioner to develop an animal investigation unit for theft and animal cruelty cases and developing a “Clearing House� for missing cattle.

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Action Step 6:

Update "The MOOseum" to increase emphasis on "Cattlemen Care" issues.

Action Step 7:

Produce a PowerPoint presentation on cattle industry facts and production, make available to farmers to use for civic club talks.

Action Step 8:

Partner with Natural Resources Conservation Services (NRCS) and the Alabama Department of Agriculture to recognize the Alabama Environmental Stewardship Award on Earth Day as part of the Environmental Stewardship Awards Program.

Action Step 9.:

Work with AL Farm Animal Care and Well Being Coalition to provide Minimum Care Standards for Beef Cattle to the State Veterinarian using subjective language.

Total Public Relations

National $20,000

State $80,000

Total $100,000

Objective G. Industry Communications: Increase the number of positive messages for the beef cattle industry by having more producers and industry leaders equipped to serve as spokespersons. Strategy #23: Increase the number of county chapters that get positive cattle production stories in local papers. Action Step 1:

Provide all county presidents with a sheet on tips for getting the local newspaper more involved in covering cattle events in the county.

Action Step 2:

Get each county chapter to assign someone as the PR person with responsibility for getting media coverage of local beef cattle events and to send information to the Alabama Cattleman .

Action Step 3:

Encourage county chapters to involve the local news media at events such as annual meetings, scholarship presentations, & beef cattle field days.

Action Step 4:

Hold a workshop at the convention or following the spring board meeting for county chapters to learn how to increase the number of news stories focusing on local news, cattlemen, or county chapter activities.

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Strategy #24: Train farmers and third party friends on how to speak to the media and consumers about the cattle industry. Action Step 1:

Hold a spokesperson training session for MBA graduates, state cattlemen leaders, auction market operators and key members of the Dept. of Ag staff.

Action Step 2:

Provide state and county leaders with the basic points on what to do when the media calls.

Action Step 3:

Post talking points on current issues on the “Board Member Page Only”.

Action Step 4:

Maintain a list of cattle farmers, who have received spokesperson training, divided by the major media markets.

Total Industry Communications

National $2,000

State $13,000

Total $15,000

Objective H. Issues Management: Be ready to respond quickly and accurately to the media when a negative story appears and a disease or food safety outbreak occurs. Strategy #25: Maintain and Update the state Issues Management team. Action Step 1:

Host a luncheon for a statewide Food Safety Coalition and discuss potential threats and define responsibilities.

Action Step 2:

Update the list of key individuals who are on the Beef Issues Management Team keeping email addresses and cell phone numbers current.

Action Step 3:

Provide a staff person contact for the Beef Issues Management Team.

Action Step 4:

Activate the Team when a crisis arises.

Strategy #26: Monitor the Media (including Social) for Unfavorable Stories on beef and stay abreast of potentially damaging issues that could impact consumers’ confidence in beef. Action Step 1:

Use Google Alert and other methods for monitoring stories about cattle production and beef.

Action Step 2:

Regularly monitor NCBA’s Beef Issues report and keep them on file.

Action Step 3:

Attend meetings on potential food safety problems and cattle diseases.

Action Step 4:

Maintain a file of talking points on potential negative issues and archive on “Board Members Only” page.

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Action Step 5:

Encourage county leaders to report any negative Letters to the Editor or other news stories to the state office.

Action Step 6:

Utilize NCBA’s Issues Management staff to develop plan to respond to these negative stories and then respond on a timely basis.

Strategy #27: Be prepared to counter media stories and statements that portray raising cattle and beef consumption in a negative way. Action Step 1:

Have a well laid out plan in place on handling negative media stories including social media reports.

Action Step 2:

Keep talking points ready for use on a wide array of potential issues.

Action Step 3:

Increase number of MBA graduates to 100 during 2013 by encouraging the Auburn Beef Production Class, AU ACA/ACWA Collegiate Chapter, AU Block and Bridle Club and AgriScience students/FFA to participate.

Action Step 4:

Maintain a file of MBA graduates and post in the Alabama Cattleman at least annually.

Action Step 5:

Distribute 500 copies of the “Your Guide to Having a Beef Conversation” booklets to ACA & ACWA state officers, county leaders, AU Collegiate Cattlemen and CattleWomen, auction market owners, 20-40 leaders, AJCA directors, Extension Beef Team and REA’s and other thought leaders.

Action Step 6:

Publish an article in the Alabama Cattleman on potential issues and related facts as well as what to do in response to negative stories, listing sources of information.

Action Step 7:

Maintain a Fact Sheet file on the “top five” issues coupled with responses for top five on the “Board Members Only” page.

Action Step 8:

Place a link to NCBA’s “Facts About Beef” on the front page of www.bamabeef.org.

Total Issues Management

National $20,000

State $26,000

15

Total $46,000


Objective I. Producer Communications: Keep cattle producers informed about how their checkoff dollars are being spent. Strategy #28: Increase awareness of the mybeefcheckoff.com website and educate producers on how checkoff dollars are spent. Action Step 1:

Have local leaders visit auction markets encouraging the use of Mybeefcheckoff.com for information on checkoff programs and leaving behind posters and checkoff materials.

Action Step 2:

Send out article to the Ag media encouraging farmers to go to Mybeefcheckoff.com for information on checkoff programs.

Action Step 3:

Work with the Cattlemen's Beef Board to send Mybeefcheckoff.com updates to leaders serving on the ACA Board, the ALFA Beef Committee, and the AL LMA officers.

Strategy #29: Utilize Ag industry media to inform AL producers about checkoff programs funded with their dollars. Action Step 1:

Run checkoff producer communication ads in the Alabama Cattleman quarterly.

Action Step 2:

Expand the number of cattle producer email addresses on file to 5,000 and send out checkoff program updates at least quarterly.

Action Step 3:

Provide checkoff information to producers via the Southeast AgNet radio program, partnering with CBB.

Action Step 4:

Prepare an annual report on the beef checkoff including information on the state and national programs, publish in the Alabama Cattleman and provide copies at producer meetings and to stockyards.

Action Step 5:

Inform cattle producers about the beef checkoff program by providing information in the special July issue of the Alabama Cattleman which will be sent to over 16,000 producers.

Strategy #30: Collection Points: Work with auction markets and other collection points to increase awareness of beef checkoff programs. Action Step 1:

Promote use of www.mybeefcheckoff.com as a source of information on the beef checkoff programs.

Action Step 2:

Provide stock checkoff buyers cards to stockyards upon request at no cost for first 1,000 and include on card "provided by checkoff funds".

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Action Step 3:

Send materials to auction markets and collection points regarding checkoff programs and accomplishments at least quarterly.

Action Step 4:

Keep auction markets operators informed about the beef checkoff with frequent correspondence; provide a speaker and sponsor the meal for the Alabama Livestock Markets Association's summer workshop.

Action Step 5:

Have producer leaders get checkoff posters, brochures and other materials at each board meeting to delivery to each stockyard and major order buyer in their area.

Action Step 6:

Send 50 -150 copies of the July Issue of the Alabama Cattleman to each auction market and 10-20 copies to AFC stores, Tractor Supply, etc.

Strategy #31: Keep producers informed about programs funded with their checkoff dollars by speaking to producers at meetings and other gatherings. Action Step 1:

Attend and update members on beef checkoff activities at approximately 30 county chapter annual meetings and other producer gathering.

Action Step 2:

Provide industry leaders and Auburn University beef cattle faculty, including CEC’s and REA’s, with checkoff updates and talking points at least quarterly.

Action Step 3:

Update ACA directors at regular scheduled board meetings about the checkoff programs.

Action Step 4:

Work with CBB to send ACA Board of Directors and other industry leader’s information about the beef checkoff programs by promoting mybeefcheckoff.org.

Action Step 5:

Sponsor a meal or learning session at the Reciprocal Meats Conference which will be hosted by Auburn University in 2013.

Total Producer Communications

National $29,000

State $43,000

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Total $72,000


3. Quality Objective J. Beef Quality Assurance: Expand the reach of the national Beef Quality Assurance (BQA) program to improve the quality and consistency of beef produced in Alabama. Strategy #32: Increase the awareness of the humane handling of cattle among the auction markets and order buyers. Work with Auburn University and the Alabama Cooperative Extension Action Step 1: System to offer every auction market and major order buyer a third party audit of their employees' handling practices of animals.

Action Step 2:

Work with Auburn University and the Alabama Cooperative Extension System to offer every auction market and major order buyer a private training session for their employees on the humane animal handling techniques.

Strategy #33: Increase the number of BQA certified cattlemen in Alabama and help promote that list of cattlemen to cattle buyers. Action Step 1:

Advertise and promote the online BQA training resource animalcaretraining.org

Action Step 2:

Work with Auburn University and the Alabama Cooperative Extension System to offer every auction market and major order buyer the opportunity to host a cattle producer workshop on the proper management of cull cows as well as educational session on getting certified BQA.

Action Step 3:

Establish a state BQA committee of cattlemen to plan further efforts to boost number of BQA certified cattlemen.

Action Step 4:

Send Alabama’s state BQA Coordinator and ACA leader to the National BQA State Coordinators Annual Meeting.

Total Beef Quality Assurance

National $8,000

State $14,000

Total $22,000

Objective K. Beef Quality Research: Support beef quality research at Auburn University in cooperation with a cattlemen’s research panel. Strategy #34: Fund research projects using national checkoff funds to improve beef quality & safety. Action Step 1:

Participate in NCBA’s Research committee and stay abreast of beef research needs.

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Action Step 2:

Fund a meats science graduate student at Auburn University to work under Christy Bratcher, Ph.D, in beef quality or safety. Specific research projects to be determined by the Cattlemen’s Research Task Force. National $11,000

Total Beef Product Research

State $3,000

Total $14,000

4. Producer Education Objective L. Production Programs: Provide educational opportunities for cattlemen to help them meet the challenges they face in producing beef in Alabama. Strategy #35: Publish and provide materials on a monthly basis highlighting the cost and value of methods and practices that cattlemen can use in the production sector. Action Step 1:

Develop a series of 12 articles to be published in the Alabama Cattleman that focus on addressing production costs, growing feeds on the farm, rebuilding herds, etc.

Action Step 2:

Archive and link educational articles on bamabeef.org.

Action Step 3:

Partner with the Southeastern Livestock Network and Auburn University to educate cattlemen on Source & Age Verification programs.

Action Step 4:

Educate producers on the Alabama Animal Identification program through the State Veterinarian's office by meetings and articles in the Alabama Cattleman .

Action Step 5:

Partner with Alabama BCIA to purchase and distribute extra copies of the IRM Red Book to cattlemen in Alabama.

Strategy #36: Host meetings, field days, and other events that provide learning opportunities for cattlemen. Action Step 1:

Partner with the Alabama Cooperative Extension System to promote the 2013 Alabama Forage Conference.

Action Step 2:

Promote the Alabama beef industry by showcasing Alabama feeder cattle with a booth partnering with the Southeastern Livestock Network, LLC, at the National Cattle Industry Convention and Trade Show in Tampa, FL.

Action Step 3:

Attend Sustainability Research Summit in Denver, CO and report findings in the Alabama Cattleman .

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Action Step 4:

Incorporate educational messages highlighting the importance of economics and financial recordkeeping on a beef cattle operation by sponsoring Cattlemen's College at the 2013 ACA Convention.

Action Step 5:

Cosponsor at least one young cattle farmer to represent Alabama at the NCBA Young Cattlemen’s Tour.

Total Production Programs

National $0

State $28,000

Total $28,000

Objective M. On-Farm Youth Programs: Provide educational opportunities for young people involved in the cattle industry. Strategy #37: Host and sponsor events targeted at young people in Alabama to bolster and encourage their involvement in the beef industry. Action Step 1:

Host four regionally located, hands-on beef field days for high school AgriScience students, 4-H clubs and county AJCA chapters - teaching animal handling, health principles, marketing, nutrition, hauling, and showing; provide break-out sessions for volunteer leaders and advisors.

Action Step 2:

Provide teaching materials to cattlemen for use in Alabama schools when making presentations to science or math classrooms on technologies used in the beef industry.

Action Step 3:

Partner with the Farm Service Agency and other lenders to host a Junior Cattlemen’s Marketing Q&A session that focuses on FSA youth loans during the 2013 ACA Convention in Birmingham.

Action Step 4:

Provide learning opportunities for Alabama youth by supporting the 10 educational contests held during the statewide Alabama Junior Cattlemen’s Association Round-Up.

Action Step 5:

Teach youth about the beef carcass, retail beef cuts, beef cooking methods, and live animal evaluation by sponsoring BEEF U in April of 2013 with involvement from ACA staff.

Action Step 6:

Utilize AJCA directors and Collegiate Cattlemen/Cattlewomen as mentors at the 2013 AJCA roundup.

Action Step 7:

Sponsor the “Relentless Excellence” Livestock Judging Camp for members of 4-H, FFA, and AJCA to be held in Auburn.

Action Step 8:

Increase participation in upcoming junior cattlemen events by advertising entry information online through Facebook and Twitter.

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Action Step 9:

Sponsor and/or support statewide events and shows that target Alabama Jr. Cattlemen members, such as the AGR Christmas Classic and Collegiate FFA Winter Classic.

Action Step 10:

Connect with AJCA members, volunteer leaders, and supporters through a quarterly newsletter mail out.

Action Step 11:

Partner with the Alabama CattleWomen's Association to have a Beef Ambassador competition.

Strategy #38: Partner with existing organizations to provide opportunities for youth within the beef industry. Action Step 1:

Partner with Auburn University’s College of Agriculture to sponsor the 2013 spring judging clinics.

Action Step 2:

Educate youth about the beef cattle industry by sponsoring and developing a program with Alabama 4-H that will send Beef Production and Meat Science state winners to National 4-H Congress.

Action Step 3:

Support the state winning 4-H Livestock and Meats Judging teams as well as the winning FFA Livestock Judging team to attend national contests.

Action Step 4:

Partner with the Alabama Cattlemen’s Association to staff a Summer Youth Activities student intern position.

Action Step 5:

Partner with Auburn University’s Animal Science Outreach department to offer a 3-tiered Jr. Cattlemen Leadership Program.

Action Step 6:

Educate youth about Alabama’s beef cattle industry at the 2013 Alabama FFA Convention with a trade show exhibit.

Action Step 7:

Host a roundtable discussion for AgriScience teachers at their summer conference to discuss cattle handling and cattle production.

Action Step 8:

Purchase and distribute cattle production materials for AgriScience Departments to disperse at their Regional meeting in August.

Action Step 9:

Partner with the Alabama CattleWomen's Association to send the Beef Ambassador winner to the National Contest.

Total On-Farm Youth Programs

National $2,000

State $51,000

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Total $53,000


Objective N. Production Research: Support production beef cattle research at Auburn University focusing on forages, herd health, reproduction, feeding, and genetics in cooperation with a cattlemen’s research panel. Strategy #39: Fund research projects using state checkoff funds to add profitability to cattle producers in Alabama. Action Step 1:

Total Production Research

Projects to be determined after meeting of Cattlemen's Research Panel (up to $20K). National $0

State $20,000

Total $20,000

5. Checkoff Support Objective O. National Program Support: Provide funds for support of the development and implementation of national and foreign beef promotion, information, education, and research programs. Strategy #40: Fund national programs through the National Cattlemen’s Beef Association, Meat Export Federation and the Cattlemen’s Beef Board to help improve beef demand. Action Step 1:

Support the national checkoff program by sending the Federation of State Beef Councils monies from both the national and state beef checkoff to meet requirements for two board seats.

Action Step 2:

Send monies collected from the national checkoff funds to other states as required by the State-of-Origin Act and Order. The SE states maintain the agreement of auction markets where all dollars collected stay with the state where the yard is located.

Action Step 3:

Support the USMEF's efforts in prompting beef in global markets by becoming a member with a contribution of at least $8,600.

Total National Program Support

National $33,000

State $31,600

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Total $64,600


Objective P. Collections & Compliance: Ensure that beef cattle sellers and buyers are complying with the laws and regulations governing the checkoff program. This means collecting and remitting a dollar whenever an animal is sold. Strategy #41: Collection Point Materials: Provide forms and other materials for collecting and remitting the dollar per head to all potential collections points. Action Step 1:

Print and distribute remittance forms and supplies as needed for collection sites.

Action Step 2:

Mail at least one letter to all purebred breeder sales and board sales with compliance information and remittance forms.

Action Step 3:

Keep collection points abreast of compliance issues by communicating with them at least twice annually.

Action Step 4:

Work with the auditors in the State Department of Agriculture to insure that all auction markets collect and remit the state $1.00 checkoff on all cattle sold.

Action Step 5:

Work with the ACA on maintaining a mail list of cattle producers along with e-mail addresses.

Action Step 6:

Continue use of latest BCCS computer software and provide staff for data entry and reports on collection and compliance with the national checkoff program.

Strategy #42: Collection Point Surveillance: Ensure collection points and private treaty sales are complying with the national and state laws and perform audits as needed. Action Step 1:

Place at least two ads for both the National and State program with private treaty remittance forms in the Alabama Cattleman .

Action Step 2:

Increase collections of checkoff dollars from private treaty sales by 10% during 2013 for both the national and state checkoff programs.

Action Step 3:

Contact sites found to be in non-compliance, through letters, telephone calls, and personal visits, conducting audits when necessary.

Action Step 4:

Mail letters with remittance forms to all state purebred breeders advertising production sales in the Alabama Cattleman and other publications on a monthly basis.

Action Step 5:

Monitor stockyard and board sale reports and compare with monthly remittance reports.

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Action Step 6:

Work with the State Department of Agricultures in auditing two order buyers to ensure proper collections of checkoff dollars and the proper use of Non-Producer Status Forms.

Action Step 7:

Mail refunds to producers monthly from the state program.

Action Step 8:

Meet with staff at Department of Ag at least twice annually to go over the state checkoff collections.

Total Collections & Compliance

National $11,000

State $16,000

Total $27,000

Objective Q. Administration: To provide adequate and efficient administrative services to the state beef checkoff program. Strategy #43: Support Services: Work through the Alabama Cattlemen’s Association to provide administration and operations support services for the checkoff program. Action Step 1:

Conduct a year-end audit for the national checkoff program and an every other year-end audit on the state checkoff program using an independent CPA firm.

Action Step 2:

Assemble and provide timely accounting information for management.

Action Step 3:

Report to ACA Executive Committee on compliance issues.

Action Step 4:

Reimburse the Alabama Cattlemen's Association for general administrative expenses to include the costs of miscellaneous supplies and services for the checkoff program not related to other program areas.

Action Step 5:

Reimburse the Southeastern Livestock Exposition building account for rent of office and meeting space, use of the demonstration kitchen, storage space and equipment usage.

Action Step 6:

Reimburse auction markets for their assitance in collecting and remitting checkoff funds to State Department of Agriculture to ACA.

Action Step 7:

Reimburse State Department of Agriculture three (3) percent of the state checkoff for collecting and remitting monies to Alabama Cattlemen's Association.

Total Administration

National $62,000

State $114,000

Total $176,000

Total

National $320,000

State $634,600

Total $954,600

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2013 Marketing Plan Task Force Committee Bea Jai Merriman, Etowah County, Alabama Cattlewomen’s Association Bob Helms, Coffee County, Cattle Producer Cathy Crow, Morgan County, Alabama Cattlewomen’s Association Christy Bratcher, PhD, Auburn University, Dept. of Animal Science Chuck Madaris, Lowndes County, Cattle Producer Clay Kennamer, Jackson County, Cattle Producer Colin Wilson, Jackson County, Cattle Producer David Wilbanks, Limestone County, Cattle Producer Donna Jo Curtis, Limestone County, Cattle Producer Eric Smith, Pickens County, Cattle Producer Erin Smith, Pickens County, Alabama Cattlewomen’s Association Frank Owsley, PhD, Auburn University, Dept. of Animal Science J. Lee Alley, DVM, Montgomery County, Cattle Producer Jason Edmondson, Macon County, Cattle Producer Jim Akin, Lauderdale County, Cattle Producer Jim Martin, Lawrence County, Market Operator Jennifer Adams, Alabama Dept. of Education Jimmy Holliman, Dallas County, Cattle Producer John Starnes, Lee County, Cattle Producer John Westbrook, Dallas County, Cattle Producer Judy Brown, Alabama Dept. of Education Karen Hill, Cullman County, Family and Consumer Science Teacher L.D. Fitzpatrick, Lowndes County, Cattle Producer Leo Hollinger, Wilcox County, Cattle Producer Max Bozeman, Coffee County, Cattle Producer Mike Dee, Pickens County, Cattle Producer Mona Plyler, Tuscaloosa County, Alabama Cattlewomen’s Association Nate Jaeger, Montgomery County, Alabama Farmer’s Federation Phillip Paramore, Alabama Dept. of Education Randa Starnes, DeKalb County, Producer Richard Meadows, Houston County, Cattle Producer Seth Moore, Pickens County, Cattle Producer Tina Hammonds, Lowndes County, Cattle Producer Tyler Ellis, Lowndes County, Cattle Producer Wayne Greene, PhD, Auburn University, Dept. of Animal Science Woody Clark, Covington County, Cattle Producer


WWW.BAMABEEF.ORG


2013 Alabama Checkoff Marketing Plan