Kylie Trail Director of Brand Management
Now that I am six months into my role, I am excited to say we are getting the ball rolling on a few original goals I had set for the KBC brand. If you look at most well-known brands, they will possess a few key attributes such as a strong recognizable voice, high visibility, and lots of consistency. Over the last six months I have been managing all of the great things our promotional efforts have in place but to take it to the next level and align with our ultimate goal of building consumer awareness of the benefits of beef and the connection that our industry has to the Commonwealth, KBC is now investing in a few exciting opportunities to increase the effectiveness and efficiency of our brand. The first one is adding a strong recognizable voice... Tom Leach. Whether a wildcat fan or not, every Kentuckian recognizes Tom's iconic voice and as a huge advocate of our industry he is the perfect fit to be our voice of Kentucky Beef. We will be using his voice overs for radio and television commercials. Our second opportunity is to increase visibility and efficiency, creating lots of promotional ROI. It is the KBC Beef Bus, a Ford Transit Medium Roof Van, logoed up and ready to hit the road. This van will come complete with an awning and audio system for all of our tabling outdoor event needs, and the interior will be equipped with a triple basin wash station, refrigerator, and prep station as well as a promotional materials cabinet. This bus will serve our whole team well in many different capacities including but not limited to producer and consumer outdoor events, TV filming's, school group activities, and samplings. Both of these opportunities are exciting ways to help build the Kentucky Beef brand. In addition to those opportunities, I wanted to make sure this push came full circle as our consumers want to hear our beef stories now more than ever. Our May is Beef Month Campaign will be centered around telling your Kentucky Beef Story using #KYBeefStory on Facebook and Instagram. We will also be hosting Chandler Mulvaney, NCBA Director of Grassroots Advocacy & Spokesperson Development, for two Beef Advocacy Summits in the month of May! The first one will be May 19th geared towards all the tools needed to share our beef stories and the second one will be May 21st geared toward youth wanting to learn how they too can be beef advocates. 54 • Cow Country • April
May 19th at The Yards @ Blue Grass Stockyards we will be holding the Kentucky Beef Advocacy Summit. May 20th at The Yards @ Blue Grass Stockyards we will be holding a Youth Advocate Summit. Find more information and RSVP at kybeef.com
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