FY2019 Program Evaluation For review August 15, 2019 Page 1 FY 2019 Program Evaluation Evaluation of FY2019 Marketing Plan Goals FY 2019 Core Priorities, Tactics and Goals I. Support the mission and vision of the beef industry long range plan. Priority A: Capitalize on Wyoming’s ranching culture and heritage to improve the image of the beef community among millennial parents and key thought leaders. 1. Reach 100,000 Japanese consumers through a U.S. Red Meat Market Development Partnership with the U.S. Meat Export Federation. Results: Utilizing WBC funds, the USMEF worked with multiple national supermarket groups and regional chains to expand the range, grade, and variety of meats offered at retail in Japan. USMEF advanced further segment growth with the introduction of value- added/branded programs and a more customized approach, involving company-specific education promotion and public relations. Tactics included point of sale marketing activities and advertising, tasting demonstrations and integrated merchandising concepts including expansion of the “pound steak” trend. Promotion efforts resulted in an incremental 399 metric tons of US beef sold throughout several hundred Japanese retail chains. More details can be found in the full report which is attached to this document as Attachment A. 2. Reach 200,000 Taiwanese consumers through a U.S. Red Meat Market Development Partnership with U.S. Meat Export Federation utilizing matching funds from ENDOW, (Economically Needed Diversification Options for Wyoming). Results: WBC funds were utilized to support USMEF’s ongoing branding of US beef’s image of quality and its association with Taiwan’s increasingly prevalent “steak culture.” Through educational gatherings, public relations activities and promotions such as the second annual “US Steak Month” USMEF hosted dozens of steakhouse operating and chefs for a seminar to introduce the great cattle producing state of Wyoming and
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FY2019 Program Evaluation For review August 15, 2019
Page 1
FY 2019 Program Evaluation
Evaluation of FY2019 Marketing Plan Goals
FY 2019 Core Priorities, Tactics and Goals
I. Support the mission and vision of the beef industry long range plan. Priority A: Capitalize on Wyoming’s ranching culture and heritage to improve the image of
the beef community among millennial parents and key thought leaders.
1. Reach 100,000 Japanese consumers through a U.S. Red Meat Market Development
Partnership with the U.S. Meat Export Federation.
Results: Utilizing WBC funds, the USMEF worked with multiple national supermarket
groups and regional chains to expand the range, grade, and variety of meats offered at
retail in Japan. USMEF advanced further segment growth with the introduction of value-
added/branded programs and a more customized approach, involving company-specific
education promotion and public relations. Tactics included point of sale marketing
activities and advertising, tasting demonstrations and integrated merchandising concepts
including expansion of the “pound steak” trend. Promotion efforts resulted in an
incremental 399 metric tons of US beef sold throughout several hundred Japanese retail
chains. More details can be found in the full report which is attached to this document as
Attachment A.
2. Reach 200,000 Taiwanese consumers through a U.S. Red Meat Market Development
Partnership with U.S. Meat Export Federation utilizing matching funds from ENDOW,
(Economically Needed Diversification Options for Wyoming).
Results: WBC funds were utilized to support USMEF’s ongoing branding of US beef’s
image of quality and its association with Taiwan’s increasingly prevalent “steak culture.”
Through educational gatherings, public relations activities and promotions such as the
second annual “US Steak Month” USMEF hosted dozens of steakhouse operating and
chefs for a seminar to introduce the great cattle producing state of Wyoming and
FY2019 Program Evaluation For review August 15, 2019
Page 2
affordable value cuts like tri tip and chuck eye which were featured during Steak Month.
A product showcase session was offered to several major importers allowing for valuable
business connections to be made. The 2019 Steak Month was launched with a press
conference for more than 20 journalists and was covered by 35 different print and online
media sources. A total of 39 steakhouse brands, consisting of 62 restaurants participated
in Steak Month which featured Wyoming beef imagery and put the face of Wyoming on
beef production for the Taiwanese consumer. Participating restaurants reported their US
beef sales increased an average of 10 percent during the promotion period. Moreover,
communications surrounding the activities generated tremendous publicity and reach
including 300,000 social media impressions, 43,000 engagements and 318,000 video
views. Additionally, the social media coverage was picked up by two major local
newspaper outlets, one radio live broadcast and a television spot. More details can be
found in the full report which is attached to this document as Attachment B.
3. Utilize wybeef.com and social media to share Wyoming ranching stories with millennial
parents and thought leaders across the globe. Increase website traffic by five percent.
Results: Website traffic is measured in sessions and pageviews. Pageviews are triggered
when a page is requested by a browser and signifies the total number of pages viewed
including repeat views of a single page. In fiscal 2019, wybeef.com pageviews increased
2.43 percent. Sessions are specific visits to the site where the visitor spends time on the
site and returns again; this is where engagement happens. Visitor sessions to wybeef.com
during fiscal year 2019 increased one percent above 2018 and the number of pages viewed
per session increased 1.48 percent. As you can see in Figure 1, traffic decreased following
the paid Google search campaign conducted September through November and the site re-
launch which occurred January, 2019. Interestingly, we did not lose viewers, rather a
shift occurred in the popularity of the “Meet Our Ranchers” page, now called “Wyoming
Stories” to the recipes page which became more eye appealing and user-friendly in the re-
launch. Additionally, this shift can be attributed to the fact that no new content was added
to the “Wyoming Stories” page in 2019. “Recipes” garnered nearly 28 percent of website
activity with “Wyoming Stories” following closely at 25 percent. Other web activity was
FY2019 Program Evaluation For review August 15, 2019
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divided among nutrition, cooking, information about the WBC and the pages with
information for producers about the checkoff.
Figure 1.
A deeper dive into social and traditional media and website statistics can be seen in Attachment E.
Additional programs:
• WBC partnered with the University of Wyoming Department of Agriculture and
Natural Resources to host two days of beef education in the Western Experience area of
Frontier Park during the 2018 Cheyenne Frontier Days. Conversations and meaningful
interactions (engagements) took place with 135 CFD attendees and 37 completed a pre-
post survey showing an increase in positive feelings about the beef industry as well as
increased knowledge about cattle breeds and types; cattle feeding and nutrition; beef cuts.
FY2019 Program Evaluation For review August 15, 2019
Page 4
• The Wyoming Beef Council provided beef sticks and beef summer sausage packages to
the Friday Food Bag Foundation for the spring packaging of food bags for low income or
reduced lunch program students in Laramie County. Wyoming's First Lady, Jennie
Gordon and Governor Mark Gordon assisted in packing the bags as part of the First Lady's
initiative to reduce childhood hunger. Nine hundred bags were packed, loaded and
delivered, each containing a beef stick or summer sausage with the Wyoming Beef
Council label affixed. Attention was drawn to the event through Facebook with an
audience reach of 1,797 garnering 283 engagements. The press release was featured in the
Cheyenne newspaper, the Weston County Gazette and the Wyoming Livestock Roundup
with a combined reach of 18,100. Engagement numbers include the 900 bags, 283
Facebook engagements and 32 volunteers who assisted in packing the bags.
• WBC provided recipes and flexible cutting mats to participants of the Wyoming FSA
County Office Employee Association. The 5K/10K virtual cattle drive (run) was
advertised to 45 FSA County employees as a May, Beef Month activity and provided PR
exposure to wybeef.com and the Beef. It’s What’s For Dinner website.
Priority B: Entice millennial parents to cook beef and share recipes by providing recipes
that showcase Wyoming’s culture and heritage.
4. Through financial investment in the Federation of State Beef Councils the WBC will
support the industry in its effort to develop convenient beef recipes and share them with
millennial parents through beefitswhatsfordinner.com and social media outlets.
Results: Refer to Attachment C: 2019 Federation Services Summary. In addition, these
results along with data from projects conducted with national checkoff dollars will be
shared in the annual report of the Federation of State Beef Councils and the Cattlemen’s
Beef Board Annual Program Evaluation. These documents will be available at the 2020
Cattle Industry Convention.
5. The WBC will establish a YouTube channel to feature quick and easy recipes prepared by
a Wyoming Culinary School graduate, nutrition and wellness tips from a Wyoming
registered dietitian, and other Wyoming specific beef promotion campaigns including the
current “Powered by Beef” Wyoming video series.
FY2019 Program Evaluation For review August 15, 2019
Page 5
Results: The Wyoming Beef Council YouTube channel housed nineteen videos created
“Homegrown Recipe” campaign utilized YouTube video ads and Google Search Ads
running a variety of recipe videos including the Homestyle by Kylie recipe spots. In total,
video advertising generated more than 210,000 video views throughout FY 2019.
6. Through a three-month Google search and YouTube advertising campaign, the WBC will
increase website visits by 13,000 clicks and double the number of monthly wybeef.com
users which currently averages 2,000 per month.
Results: The “Homegrown Recipe” campaign utilized YouTube video ads and Google
Search Ads running a variety of recipe videos including the Homestyle by Kylie recipe
spots. In total, video advertising generated 210,718 video views (engagement) and
603,304 video impressions at the exceptionally low a cost per video view of $.03. The
entire campaign averaged a 34.9 percent video view rate, meaning that 3 in 10 viewers
chose to watch at least 30 seconds of the video they were served (all videos were 30
seconds or less in length). The Google Search advertising generated 2,864 clicks to
wybeef.com. The cost per click was $0.44, one cent less per click than anticipated. More
detailed results can be found in Attachment D.
7. Through a beef-surplus state partnership coordinated by the Federation of State Beef
Councils, called the Top 5 States Media Campaign the WBC will increase traffic to the
“Beef. It’s What’s for Dinner” (BIWFD) website and BIWFD YouTube channel by
purchasing search terms in markets of the top 5 most populated states in the US. (CA, FL,
IL, NY and PA). Google and Bing advertising will deliver 2 million impressions, and
more than 100,000 pageviews to beefitswhatsfordinner.com. YouTube video ads will
deliver 5 million impressions, and 1.2 million video views.
Results: The Top 5 State Media Campaign, which ran from May through September,
2018 had a budget of $101,000, $5,000 of which came from the Wyoming Beef Council.
The five states that this campaign covered (California, Illinois, New York, Pennsylvania
and Florida) boast a total population of 100+ million consumers, representing nearly a
third of the U.S. population. For the YouTube portion of this campaign, a variety of
“Rethink the Ranch” and “Nicely Done” videos were promoted. For the Google Search
Advertising portion of the campaign, topics that revolved around highly popular consumer
FY2019 Program Evaluation For review August 15, 2019
Page 6
search queries, including Ground Beef Recipes, Meatloaf Recipes and Summer
Time/Grilling Recipes were used. The YouTube advertising portion of this campaign
generated over 4.8 million video views at a cost per video of two cents, compared to three
cents in 2017. This savings allowed the campaign to generate roughly a third more video
views per dollar spent. The Google Search campaign generated 814,659 impressions,
resulting in 77,329 clicks to the Beef. It’s What’s For Dinner. website. This year’s cost per
click of $0.22 was significantly lower than last year’s campaign ($0.40). By stretching the
ad dollar further, this cost-efficiency allowed the campaign to drive approximately 45%
more consumers to the website.
8. By engaging county CattleWomen groups through Grassroots funding, the WBC will
reach 200 millennial parents in Wyoming communities with positive beef nutrition
messages, compelling beef production information and quick and easy recipes.
Results: Campbell County CattleWomen utilized Grassroots funding to provide beef to
for a high school culinary arts class. Thirty eight future chefs and cooks learned about
beef cuts and cookery during two class periods.
Priority C: Proactively educate influencers and apprise beef producers about environmentally,
socially and economically sustainable beef production practices.
9. Through financial investment in the Federation of State Beef Councils, the WBC will
support the industry in its effort to define, promote and educate consumers about
environmentally, socially and economically sustainable beef production practices.
Results: Refer to Attachment C: 2019 Federation Services Summary. In addition, these
results along with data from projects conducted with national checkoff dollars will be
shared in the annual report of the Federation of State Beef Councils and the Cattlemen’s
Beef Board Annual Program Evaluation. These documents will be available at the 2020
Cattle Industry Convention.
10. Through participation in Wyoming Agriculture in the Classroom’s University of
Wyoming Seminar for education students, the WBC will share information with 15 future
educational influencers on environmentally, socially and economically sustainable beef
production practices.
FY2019 Program Evaluation For review August 15, 2019
Page 7
Results: Due to changes made by the U.W. Department of Education, Wyoming Ag in the
Classroom was unable to conduct the seminar during FY 2019. Funds were not expended
and WAIC staff is working to get back on the agenda in FY 2020.
11. Through collaboration among participants in the Wyoming Stewardship Project (WSP),
WBC will ensure that 30 Wyoming educators will be armed with facts about
environmentally socially and economically sustainable beef production practices to ensure
fact and science based curriculum units are available to Wyoming educators. Long term,
use of units developed through this project will support students’ ability to make informed
decisions for the state of Wyoming as adults. Beef production is specifically addressed in
third grade lessons but the information gained is expanded upon in lessons for grades four
and five.
Results: Twenty six educators, three education consultants and multiple staff from the
Wyoming Department of Education attended the 2018 WSP summer work week to put the
finishing touches on the WSP lessons. Lessons became available on the WAIC website as
a free resource for educators in November 2018.
Additional Projects:
The Wyoming Beef Council brought Dr. Sara Place, Senior Director of Sustainable Beef
Production Research at the National Cattlemen’s Beef Association to speak to members of
the Wyoming Academy of Dietetics and Nutrition during their annual conference. The
conference was held in Sheridan and only 14 members were present for the hour-long
presentation titled "No Food Fights; a courteous discourse making a case for sustainable
agricultural co-existence.” Dr. Place’s presentation was met with much appreciation and
engagement. Questions following the presentation were probing, well thought out and the
answers were well received. Comments following the presentation showed that the
audience was interested, engaged and attendees felt the content provided quality
information to address questions and concerns presented by clients.
FY2019 Program Evaluation For review August 15, 2019
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Priority D: Educate health and nutrition influencers about the nutritional benefits of beef.
12. Through financial investment in the Federation of State Beef Councils, the WBC will
support the industry in its effort to identify health influencers and share research and
science based facts about the nutritional value of beef.
Results: Refer to Attachment C: 2019 Federation Services Summary. In addition, these
results along with data from projects conducted with national checkoff dollars will be
shared in the annual report of the Federation of State Beef Councils and the Cattlemen’s
Beef Board Annual Program Evaluation. These documents will be available at the 2020
Cattle Industry Convention.
13. WBC will reach 100 health professional influencers through partnership or interaction
with the Wyoming Academy of Nutrition and Dietetics, Wyoming Diabetes Management,
Wyoming Department of Health, Wyoming School Nurses Association, Wyoming
Department of Education, Women Infants and Children, UW County Extension Service
and Wyoming Cancer Control Consortium.
Results:
• Wittmann presented a program called “Re-think the Ranch” to 32 members of
Wyoming’s Association of Nutrition & Food Service Professionals at the group’s annual
conference in Casper. The presentation incorporates survey questions about beef
production knowledge and then addresses the questions with science-based answers. The
final survey question showed 100 percent of attendees learned something positive about
the beef industry that they did not know before the presentation.
• Wittmann presented a session titled: “Fuel Better,” a 30-minute session discussing
essential and non-essential amino acids as well as complete vs incomplete proteins to 82
members of Wyoming’s Association for Health, PE, Recreation and Dance (WAHPERD).
Fifty evaluations were received following the session, with 49 being positive regarding the
value of the information and content of the presentation. The one negative response asked
for a deeper dive into the research.
FY2019 Program Evaluation For review August 15, 2019
Page 9
II. Increase understanding of and support for the beef checkoff. Priority E: Increase percentage of Wyoming beef producers who feel informed about the
checkoff to 80%.
14. WBC will reach 41,000 Wyoming residents eleven times with monthly half-page
advertisements in WREN, the Wyoming Rural Electric News publication. Advertisements
will introduce ranchers featured on wybeef.com in keeping with the rural theme of the
magazine paired with soft-sell messages about how the WBC is reaching consumers.
Results: Six half-page full-color ads were published in eleven editions of WREN.
Distribution of the publication was all featured key activities of the Wyoming Beef Council
and beef promotion related activities. Readership of the 41,000 subscriptions is claimed to
be 119,000.
15. WBC will reach 5,400 cattlemen twelve times with information about the use of beef
checkoff dollars through quarter-page, two-color ads in the Wyoming Livestock Roundup.
Results: Four full-color beef checkoff ads were developed and included in twelve issues of
the Wyoming Livestock Roundup. Circulation of the Wyoming Livestock Roundup
throughout 2017 was 5,600.
16. WBC will reach 13,444 Wyoming Farm Bureau members ten times with information about
the beef checkoff through quarter-page, two-color ads in Wyoming Agriculture, a
publication of the Wyoming Farm Bureau Federation.
Results: Six full-color beef checkoff ads were developed and included in twelve issues of
Wyoming Farm Bureau’s Wyoming Agriculture publication. The publication is sent to a
distribution list of 13,444. Print quality of the color ads was inconsistent so FY 2020 ads
will be designed and printed in black and white.
17. WBC will produce an online annual checkoff report and call attention to it through contract
advertising and media relations. Printed copies will be inserted into the Wyoming
Livestock Roundup with additional copies available for trade show distribution.
Results: The FY2018 WBC Annual Report was completed, posted on the website and
announced to producers December 2018. The report was also included in the Winter
Cattlemen’s Edition of the Wyoming Livestock Roundup. Distribution through the
FY2019 Program Evaluation For review August 15, 2019
Page 10
publication reached 5,600 households. Additionally, 250 copies of the report were
distributed to WSGA members in the registration packet of the winter convention.
18. WBC staff will produce and e-mail a minimum of ten informational e-newsletters to inform
cattlemen about beef checkoff programs.
Results: Twelve “Raising the Steaks” producer newsletters were e-mailed during fiscal
2019. As of July 1, 2019, the subscriber list exceeded 800 names, nearly 200 more than
one year prior. Engagement by the members of the list is consistent with the average of 24
percent for agriculture and food related newsletters.
19. WBC will reach cattlemen and consumers alike with 60 thirty-second catchy innovative
nationally-produced radio ads aired on 21 Northern Broadcasting stations.
Results: Four radio ads were rotated throughout the 26-week advertising flight. Ads were
aired a minimum of three times each week to 186,700 adults aged 18 and older. Spots aired
within Northern Ag Network programming to reach producer target.
Additional programs:
• Wittmann presented a checkoff information session at the Marsh-Ellis ranch family
meeting where 22 family members from on and off the ranch participated in an interactive
session designed to explain challenges the industry is facing with consumer perceptions
and what the beef checkoff is doing to answer the concerns.
• A one-quarter page advertisement was placed in the fall edition of Wyoming Ag News,
distribution numbers are vague but reported to be several thousand with incremental
online views.
• Wittmann attended the WSGA Winter Roundup and introduced 200 WSGA members
and conference attendees to “Chuck Knows Beef.” She also gave a FY18 program
summary and preview of the upcoming FY18 annual report to 16 producers who attended
the WSGA Marketing Committee meeting.
• Wittmann attended the Summer Wyoming CattleWomen meeting and shared
information about current and planned checkoff projects with 16 CattleWomen. Potential
partnerships to increase beef demand among health influencers and the target of older
millennial parents were discussed.
FY2019 Program Evaluation For review August 15, 2019
Page 11
• Wittmann talked about current beef promotion activities with 6 members of the
Laramie County Stock Growers in Cheyenne.
• Wittmann spoke to 24 attendees of the Marketing Committee meeting held during the
WSGA Summer Business Meeting in Gillette. Wittmann reported on projects recently
completed and planning underway for FY 2020.
Priority F: Increase approval rating of the beef checkoff in Wyoming to 75%.
20. Through public relations and visible presence the WBC will strive to display transparency
and accountability to checkoff investors.
Results: All news releases, meeting information and newsletters were made available to
producers online. Accountability and transparency will be officially evaluated at the next
heavy up of the national producer attitude survey.
21. WBC will measure how informed Wyoming producers feel about the checkoff and the
resulting checkoff approval rating by participating in a heavy-up of the national producer
attitude survey conducted annually by the Cattlemen’s Beef Board January 2020.
Results: Arrangements will be made to heavy-up on the national producer attitude survey
when a new survey protocol has been established by the Cattlemen’s Beef Board. This
https://valuesheets.ncba.org/value-sheets/wyoming Attachment C, page 1 of 5
Wyoming2019 Federation Services Summary
Providing Service to State Beef CouncilsIn addition to the nearly $5 million invested to supplement the integrated state/national plan, Federation investments provide services for SBCs and to support the governance of the Federation.
As of June 2019, the Federation has completed Fiscal Year 2018 and is three quarters of the way through 2019.
State ServicesThe State Services department at NCBA provides the following services to SBCs:
Nutrition Seminar Program
A program which provides credentialed speakers at state nutrition influencer meetings. The Federation pays speaker honorarium and travel costs.
Wyoming did not utilize this program this year.
Extranet
An internal website to access materials needed to extend programs, including talking points on toughissues and details about national programs.
WranglerAn online resource sharing tool for high-resolution photos, videos, etc.
Monday MemoA weekly electronic newsletter highlighting state and NCBA news.
Partnerships in Action Conference
A multi-day conference for staff to work together in extending a unified, national, demand-building plan.
7/25/2019 Wyoming
https://valuesheets.ncba.org/value-sheets/wyoming Attachment C, page 2 of 5
Kosha Olsen and Ann Wittmann attended in October 2018.
Orientation
A multi-day orientation for new SBC directors and staff to learn about checkoff programs and theFederation (an investment of $500-$1,000 per attendee).
JW Rankin attended in April 2019.
Webinars
Held at least monthly covering the latest information in checkoff program areas and market trends.
Survey MonkeySBCs are encouraged to utilize the State Service's SurveyMonkey subscription and work with StateServices to create their surveys. The cost of SurveyMonkey is $300/year, but free for SBCs.
Wyoming did not utilize this service this year.
Customer ServiceThe Customer Service department at NCBA provides a central point for SBCs to order items toenhance state and national programs, such as recipes and educational brochures. The online storeoffers materials 24/7.
Between June 2018 and May 2019 your state made 6 Beef Store orders. SBCs made atotal of 463 orders, making your state 1.3% of the total orders.
The Design Services, Customer Service and Science, Culinary & Outreach teamscoordinated the creation and ordering of 50,000 Nourish Your Heart Recipes cards -your state ordered 200.
The Design Services, Customer Service and Science, Culinary & Outreach teamscoordinated the creation and ordering of 7,335 Strength: The Field Manuals(https://www.beefitswhatsfordinner.com/nutrition/strength/strength-field-manual) -your state ordered 150.
https://valuesheets.ncba.org/value-sheets/wyoming Attachment C, page 3 of 5
The Design Services, Customer Service and Science, Culinary & Outreach teamscoordinated the creation and ordering of 36,300 AHA Recipe Cards - your state ordered250.
Design ServicesThe Design Services department at NCBA is a full-service, in-house, design agency. SBCs can requestprojects as simple as a business card design to as complicated as a nutrition education brochure foruse at a state dietetic association meeting.
NCBA also provides large format printing for SBCs (on a fee basis) for anything from a single 20”x 30” poster mounted on foam core to a large vinyl display banner to use at local trade shows.NCBA also has a video production division which provides pre-production (planning, script writing,consultation) and post-production (video editing, animations, color correction) services to supportlocal programs with national-quality video.
Between June 2018 and May 2019 your state submitted 2 Design Services Help Desktickets. SBCs made a total of 361 orders, making your state <1% of the total orders.
Your state’s Annual Report was produced by the Federation Services team last year.
Information Technology (IT)The Information Technology (IT) department at NCBA provides assistance by creating and hostingwebsites, hosting email service, providing technical support and consultation for all areas of technologyand shared savings on conference call/webinar service.
Between June 2018 and May 2019 your state submitted 6 IT Help Desk tickets. SBCsmade a total of 1094 orders, making your state 1% of the total orders.
The Wyoming Beef Council website (https://www.wybeef.com/) was redesigned thisyear.
https://valuesheets.ncba.org/value-sheets/wyoming Attachment C, page 4 of 5
NCBA State CommunicationsNCBA State Communications provides assistance in writing news releases, articles for publications,content for the internet and social media, audio for broadcast, brochure copy and othercommunications tools. It creates the Federation page in National Cattlemen newspaper, which reachesmore than 30,000 producers monthly, produces the Federation Annual Report(https://www.ncba.org/federationannualreport.aspx) in Directions magazine, and helps SBCsdevelop copy for their own annual reports.
SBC Travel GrantThe SBC Travel Grant is a fund established by the Colorado Beef Council, but managed by StateServices, which provides funds for staff from small SBCs to travel to national meetings.
Wyoming did not utilize this service this year.
Governance and Leadership DevelopmentThe Governance and Leadership Development team at NCBA provides opportunities for staff andvolunteer leaders to develop their leadership skills at the annual Professional Development Workshopand Richard McDonald Leadership Institute.
Ann Wittmann attended the 2018 Professional Development Workshop.
No one attended the 2018 Richard McDonald Leadership Institute.
NCBA Science, Culinary & OutreachThe NCBA Science, Culinary & Outreach team will review state research projects, providing a scientificperspective on the project and ensuring coordination (and not duplication) of research effortshappening at the state and national level.
https://valuesheets.ncba.org/value-sheets/wyoming Attachment C, page 5 of 5
The Culinary Innovations Team provides recipes and cut images to use in print and digital media.States also have access to the Culinary team for state events.
Human ResourcesThe Human Resources team provides consulting services.
Wyoming did not utilize this service this year.
Strategic PlanningThe Federation provides Strategic Planning workshops and checkoff program updates. These one- ortwo-day workshops, conducted with SBC boards of directors, address the Beef Industry Long RangePlan (LRP) and Beef Demand Drivers. They are designed to assist state councils in prioritizing theirprojects and identifying ways to align with the industry LRP.
Wyoming did not utilize this service this year.
Other State Beef Council ServicesOther value points.
In May 2019 Barry Strand conducted a Beef and Wine Presentation for Dietitians.
Governing the FederationInvestments support the governance structure for the Federation, such as the Federation Division ofthe NCBA board of directors, the Federation Executive Committee(https://www.ncba.org/federation.aspx) and the Federation officers. Maintaining a strong,independent Federation is part of the Federation Charter. Federation funds allow this governing body tohave a voice for the state share of the beef checkoff.
Attachment D to FY2019 Program Evaluation Document Page 1 of 5
Wyoming Beef Council Homegrown Recipe Ad Campaign Final Campaign Report Campaign Dates: 9/10/2018 – 11/30/2018
The Wyoming Beef Council’s Homegrown Recipe campaign utilized YouTube Video Ads and Google Search Ads. The campaign ran a variety of recipe videos, including the Homestyle with Kylie recipe spots. The campaign also ran Google Search ads for recipes on WyBeef.com. The campaign had a total budget of $8,000 with $6,750 dedicated to YouTube and $1,250 allocated to Google Search. The campaign was in-market from September 10 to November 30, 2018.
YouTube Campaign Overview
• In total, the video advertising campaign generated 210,718 video views and 603,304video impressions
o Video views are defined as the number of consumers who viewed the entirevideo or at least watched :30 seconds.
o Impressions are the number of consumers exposed to the spots.
• The videos during this campaign recorded a cost per video view of $0.03.o This cost is exceptionally low, allowing the campaign to stretch its budget and
capture a significantly strong number of total video views.
• The entire campaign averaged a 34.94% video view rate, meaning that over 3 in tenviewers chose to watch at least 30 seconds of the video that they were served.
• The entire $6,750 budget was spent during this timeframe.
Google Search Campaign Overview
• In total, the Google Search advertising campaign generated 2,864 clicks toWybeef.com.
• The campaign averaged an average Cost Per Click of $0.44.
o This was just able to beat our goal of $0.45 cost per click.
• The entire $1,250 budget was spent during the timeframe.
Attachment D
Attachment D to FY2019 Program Evaluation Document Page 2 of 5
Video Performance Breakdown
Here’s how each video breaks down in terms of number of completed views and view rate (% of consumers who were exposed to the spot and chose to watch the entire video).
Beef Style Sushi
Views: 42,819
View Rate: 23.24%
Beef Stroganoff
Views: 29,080 View Rate: 34.70%
Beef and Barely Soup Views: 28,630
View Rate: 56.13%
Beer Pretzel Dogs
Views: 26,424 View Rate: 26.43%
Beef Gyros Views: 19,699
View Rate: 59.20%
French Dip Sliders Views: 16,686
View Rate: 45.79%
Attachment D to FY2019 Program Evaluation Document Page 3 of 5
Sheet Pan Steak Veggies Views: 15,992
View Rate: 48.66%
Beef and Veggie Soup
Views: 12,718
View Rate: 39.19%
Cider Stew
Views: 8,402
View Rate: 32.79%
Taco Breakfast Cups
Views: 5,443 View Rate: 35.95%
Beef Breakfast Bowl
Views: 4,825
View Rate: 58.63%
Attachment D to FY2019 Program Evaluation Document Page 4 of 5
Device Breakdown
The majority of users watched the video ads on their mobile device (38%) followed by computers (30%). Tablets accounted for 21% of views followed by TV Screens at 11%. TV Screen views are where users can watch YouTube through a connected TV.
Search Campaign Breakdown
Top Ad Groups
The campaign was set up to feature each recipe in its own ad group to make the ad most relevant to the search term. These top ad groups represent the most searched for recipes that are featured on WyBeef.com.
- Recipeso 57,803 impressionso 1,102 clicks
- Meatloafo 5,698 impressionso 829 clicks
- Chilio 2,596 impressionso 190 clicks
- Stroganoff
Mobile Phones 38%
Computers 30%
Tablets 21%
TV Screens 11%
Views
Attachment D to FY2019 Program Evaluation Document Page 5 of 5
o 2,008 impressionso 320 clicks
- Mac and Cheeseo 1,049 impressionso 68 clicks
Device Breakdown
The majority of clicks to the recipes on WyBeef.com (74%) came from users on a mobile device followed by tablets (16%) and computers (10%).
Mobile Phone 74%
Tablet 16%
Computer 10%
Clicks
ATTACHMENT E
Date Sent Title # Sent Opt outs % Open % Click-throughs
Forwards Google Alerts
Print Mentions MEDIA REACHCIRCULATIONJust newspaper
5/6/2019 Top 5 Grilling Tips for Natnl BBQ Month 794 1 25% 1% 0 Y Gillette News Record 6,500 6,500
5/29/2019 WBC to meet Conference Call June 11 201 0 34% 0% 0 N WY Livestock Roundup 5,600 5,600
6/20/2019 WBC Selects Directors to USMEF 240 1 29% 2% 0 Y Powell Tribune, Cody Enterprise 3.900 + 6,600 10,500
Media Reach Summary Fiscal Year 2019, July 1, 2018 through June 30, 2019
ATTACHMENT E
l Press Releases : 18 9452 27% Impressions 181,592
Producer Newsletter 616 1 26% 2% 0
7/18/2018 July 2018 Raising the Steaks 680 0 25% 0% 0
8/28/2018 August 2018 Raising the Steaks 680 0 25% 0% 0
9/19/2019 September 2018 Raising the Steaks 678 0 24% 2% 0
10/17/2018 October 2018 Raising the Steaks 569 0 22% 1% 0
11/5/2018 November 2018 Raising the Steaks 569 0 29% 1% 0
12/11/2018 December 2018 Raising the Steaks 570 0 23% 0% 0
1/8/2019 January 2019 Raising the Steaks 566 0 21% 1% 0
2/21/2019 February 2019 Raising the Steaks 754 1 25% 1% 0
3/21/2019 March 2019 Raising the Steaks 753 1 26% 1% 0
4/11/2019 April 2019 Raising the Steaks 742 0 24% 0% 0
5/13/2019 May 2019 Raising the Steaks 921 2 24% 2% 0
6/10/2019 June 2019 Raising the Steaks 878 1 18% 1% 0
Total Raising the Steaks Producer Newsletter: 12 24.00% 1.00%
Attachment E, page 2 of 7
Hard Media Analytics
DATE OTHER MEDIA MENTIONS Web MEDIA REACHCIRCULAT TOTAL REACH
7/20/2018 UW Provides Western Experience at Cheyenne Frontier Days (WBC was sponsor-participant for beef days) UW website, Torrington Telegram 11,000 11,0008/9/2018 Dave True mentioned as past member of WBC Glenrock Independent Douglas Budget 09/1/2018 WY Beef Iniaitive-Beef to Taiwan (WBC not specifically mentioned) Greybull Standard, Uinta County Herald, Bridger Valley Pioneer 0 0
Oct-18 Paid and unpaid mentions of ICOW convention with Wittmann as attendingLingle Guide, Glenrock Independent, Torrington Telegram, WLR Roundup, Rock Springs Rocket Miner, Lusk Herald, Douglas Budget 0
11/10/2018 Montana Beef Council-forms required for funds to stay in MT WY Livestock Roundup 5,600 5,60011/10/2018 Schedule of events for WSGA Winter Roundup-includes Wittmann presentation of Chuck WY Livestock Roundup 5,600 5,60012/1/2018 Article about WYSGA winter meeting--Wittmann will introduce Chuck WY Livestock Roundup 5,600 5,60012/29/2018 Summary of Chuck presentation from WSGA conference WY Livestock Roundup 5,600 5,6003/21/2019 Reference to WBC by Spencer Ellis in National Ag Day feature Lovell Chronicle 2,080 2,0804/6/2019 Commodity boards are interim topic for Joint Ag & Natural Resource Committee WY Livestock Roundup 5,600 5,6006/22/2019 OP Ed piece in WY Livestock Roundup: WBC feature on Jennie Gordon w/b featured nationally WY Livestock Roundup 5,600 5,600
46,680 46,680
Fiscal Year 2019 - July 1, 2018 through June 30, 2019
Attachment E, page 3 of 7
WYBEEF.com Activity/Engagement FY2019
Month Page Views SessionsJul 1,426 771 Aug 1,666 874 Sept 2,539 1,399 Oct 3,811 2,544 Nov 3,747 2,248 Dec 1,673 688 Jan 1,208 531 Feb 804 512 Mar 930 472 Apr 757 371 May 888 551 Jun 553 376