FY 2019 Program Evaluation - Wyoming Beef Council€¦ · Page 1 FY 2019 Program Evaluation...

FY2019 Program Evaluation For review August 15, 2019

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


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


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.


• 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.


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


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.






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.


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.


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.






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.


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


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.


• 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

likely will not occur by January 2020.

ADDITIONAL RESPONSIBILITIES—Collections Compliance

22. Maintain an inter-agency agreement with Wyoming Livestock Board, brand division, to ensure

continued beef checkoff collection.

Results: The agreement, renewed April 2016 continues to be in effect.

23. Conduct a fiscal year audit with McGee, Hearne & Paiz, LLP according to CBB and State of

Wyoming standards and requirements.

Results: The audit was completed without findings and was presented to the board and the

CBB by the statutorily specified deadline.

24. Provide all documentation and cooperation required by the Cattlemen’s Beef Board during the

fiscal year to fulfill the role of a qualified state beef council

Results: As confirmed by Dean Oyster, CBB Compliance Manager in an E-mail dated

November 6, 2018, WBC is in full compliance for FY 2018.

25. Process and return state of origin money to originating states.


Results: State of Origin funds in the amount of $21,164 were disbursed to other states for

cattle sold in Wyoming within 30 days of leaving their state of origin; this was an

expenditure of 2 percent of revenue. State of Origin receipts for fiscal year 2018 totaled

$129,066, equating to 12 percent of revenue.

ADDITIONAL RESPONSIBILITIES—Administration

26. WBC staff will provide administrative support services to all program areas and projects

approved by the WBC members.

Results: All administrative support services to program areas and projects were provided

by WBC staff, Ann Wittmann, WBC executive director (full time) and WBC program

director Kosha Olsen (half-time). Wages, taxes and insurance expense for WBC staff

totaled: $147,287 for FY 2019. The executive director worked 169 additional hours in

fiscal year 2019, or roughly the equivalent of 21 days.

27. WBC staff will reimburse travel expenses for WBC members who travel to conduct Council

business. Vouchers will be completed by WBC staff within 5 days of having received the

necessary documentation and receipts from the member who traveled.

Results: All requested travel reimbursements were submitted to the Wyoming Department of

Agriculture for payment within 5 days of receipt of the signed voucher.

28. WBC Executive Director will conduct new member training and review fiduciary

responsibility and liability of board members annually.

Results: New board member training was conducted August 15, 2019 in Douglas, WY.

Newly appointed member JW Rankin attended. Leslie Hendry and Lacee Sims also

attended all or part of the training. Fiduciary responsibility and liability of board member

training was conducted by legal consult Abigail Boudewyns from the office of the

Wyoming Attorney General at the October 26, 2019 meeting in Riverton.

29. WBC will evaluate all programs according to the goals set in the FY2019 Marketing Plan.

Results: This document is the formal written evaluation of all programs based on the goals

set in the FY 2019 Marketing Plan.

Additional administrative activities • Chapter 2 Rules were added establishing Uniform Procedures, Fees, Costs, and Charges for

inspecting, Copying, and Producing Public Records.

USMEF ACTIVITY REPORT TO

THE WYOMING BEEF COUNCIL

U.S. Beef Market Development Activities in Japan

May 2019

The USMEF activities described in this report were funded by the

WYOMING BEEF COUNCIL

Attachment A to FY2019 WBC Program Evaluation DocumentPage 1 of 4

ATTACHMENT A

Wyoming Beef Council Activity Update

This report summarizes market development activities conducted by the U.S. Meat Export

Federation to date in FY2019 in Japan on behalf of the U.S. beef industry and its partner, the

Wyoming Beef Council (WBC). USMEF would like to acknowledge and thank the WBC for its

financial and personnel assistance in implementing these projects.

JAPAN

U.S. beef exports to leading market Japan in 2018 were up 7% year-over-year in volume (330,559

mt) and 10% in value ($2.07 billion). Nonetheless, market access to Japan remained a major

concern for the U.S. beef industry, as key competitors were joining Australia in benefiting from

an 11-percentage point tariff advantage through the Comprehensive and Progressive Agreement

for Trans-Pacific Partnership (CPTPP). U.S. beef remained subject to the 38.5% tariff rate and

Japan’s quarterly safeguard mechanisms.

Despite the duty disadvantage and the negative effects of pulling out of the TPP, U.S. beef has still

excelled in Japan, its top volume and value market. USMEF has implemented an aggressive and

proactive strategy to maintain and expand market share, especially where U.S. beef maintained a

tremendous supply and pricing advantage when it comes to chilled product. These efforts have

continued at a fevered pace as competitors adopt a similar approach to the market. For example,

soon after USMEF’s “Urban Barbecue” promotions began, Australia’s beef industry began a

similar barbecue themed campaign, touting its beef as healthy and nutritious in retail promotions

that paralleled USMEF efforts. Canada also doubled down, promoting the “clean nature” and

“healthy/safe” aspects of its beef in Japan’s foodservice and retail sectors.

For U.S. beef, differentiation beyond price has been equally important as Japanese companies

continued to seek further options to enhance their competitive edge, be it through upgraded quality,

value-added servicing or unique product assortments and branding programs. USMEF is

leveraging U.S. beef’s solid reputation for quality and supply reliability as it works with Japanese

retailers and foodservice establishments to add more U.S. beef cuts and execute cutting edge

merchandising and menuing strategies. Another key factor in sustaining U.S. beef’s outstanding

performance has been USMEF’s concentration on initiatives that would “move the meat.” This is

coinciding with Japan’s ongoing consumer driven “meat boom” which has prompted restaurants

and retailers to focus on developing new dishes and products to capture trending demand. With a

goal of increasing the volume of U.S. beef sold to end consumers in Japan, USMEF’s cut

innovation, a thick 16-ounce piece of U.S. beef dubbed the “pound steak,” is a major departure

from the 6- to 8-ounce cuts normally sold in Japan. USMEF has been highly successful in its push

to establish this unique item as another consumer food trend in Japan. The ongoing integration of

U.S. beef’s quality imaging campaign, “American Beef, For You,” with these tactics is reinforcing

customer loyalty in all sectors.

At the retail level, USMEF has worked with individual national supermarket groups and regional

chains to expand the range, grades, and variety of meats offered by these accounts. USMEF

advanced further segment growth through these important retailers with the introduction of value-

added/branded programs and a more customized approach, involving company-specific education,

promotion and PR. With WBC support, the following point of sale marketing activities and tasting


demonstrations were deployed to support strategic retail targets as they integrated multiple

merchandising concepts, including the “pound steak,” and expanded the overall range of U.S. beef

cuts promoted to consumers:

• Aeon Group, the largest retail chain in Japan, has

remained a strong customer of U.S. beef and high-

volume seller. In January, Aeon conducted a

nationwide American Beef Fair, highlighting U.S.

chuck eye roll, chuck tail flap, short plate and tongue

for yakiniku. In addition to newspaper

advertisements that featured these cuts, USMEF

supported this important retail partner with a tasting

demonstrations, and individual seasoning packets

for steak packaged with the cuts. Aeon sold 150 mt

of U.S. beef products during the period.

• Daiei’s 177 outlets across the Tokyo and Osaka

suburban areas have continuously featured USDA

Prime chuck eye roll since they added the cut to their

range that had previously included U.S. chuck short

rib and short plate for yakiniku in the chain’s regular

program. In 2018, Daiei expanded their assortment to

include U.S. inside and outside round, tongue and

intestine. In February, USMEF supported Daiei’s

USDA prime beef line with a promotion involving

tasting demonstrations and a newspaper insertion.

During the period, Daiei sold 81 mt of U.S. beef.

• Max Valu Kyushu, a leading local supermarket chain

in the region, regularly conducts a special biannual

sales promotion called “Max Day.” For this February

2019 event, the company featured U.S. beef products,

including chuck eye roll and short plate with

accompanying recipes and menu suggestions for

barbeque and yakiniku applications. USMEF

supported the day’s tasting demonstration, newspaper

insertion and TV commercial, which helped drive U.S.

beef sales up 6% from a year earlier to 117 mt. The

director of Max Valu Kyushu expressed appreciation to

USMEF and confirmed the company’s plans for

promotions featuring U.S. beef later in the year.

• Izumi is a regional supermarket chain with 110 outlets in the

Chugoku and Shikoku areas of Japan. The chain’s American

Beef Fair in February promoted U.S. chuck eye roll, prime

top blade muscle and marinated hanging tender, all of which

received top billing during the period with support from

USMEF with point of sale tasting demonstrations. The

outlet’s participating in the event sold 51 mt of U.S. beef

during the period.


Aeon owns 2,166 supermarkets in Japan, although not all participated in the American Beef Fair.

Max Valu is a subsidiary of Aeon Group.

With “pound steak” in Japan

increasingly associated with U.S.

product, and, given its ongoing success

with foodservice and retailer buyers,

USMEF also utilized WBC funds to

continue its active promotion and

development of this category with more

comprehensive education for the end

consumer. In January, USMEF teamed

up with ESSE, a popular lifestyle

magazine for housewives to feature

U.S. beef “pound steak” as a headliner

for Valentine’s Day dinner. USMEF

carried paid publicity with a two-page, full-colored article introducing how to prepare the special

U.S. cut and pairing it with a side dish and dessert, with Ms. Rika Yukimasa, a well-known cooking

instructor, providing cooking tips and explaining U.S. beef’s unique attributes.

As a tie-in with the ESSE publicity,

USMEF conducted an American

beef cooking event for 50 lucky

readers of the magazine, selected

from a pool of applications. The

presentation included an overview

of the U.S. production system

which was highlighted through a

series of slides showcasing

Wyoming producers and their

ranches. Ms. Yukimasa followed

with a cooking demonstration of

U.S. pound steak, Nicoise-style

salad and chocolate mousse.

Participants eagerly listened to the information and enjoyed tasting the American beef dinner

course, with all echoing favorable comments about their experience, for example:

• “I’ve always failed and overcooked steaks but feel like preparing American beef thick cut steak

with these new cooking tips.”

• “I have a vague image on American beef by mass production, and today’s presentation changed

it by knowing real cowboys are carefully raising cattle. I’d like to purchase American beef by

myself.”

2019 U.S. Beef Export Update

Beef exports to Japan were moderately lower than a year ago in March, but still finished the first

quarter 2% above last year’s pace in volume (74,147 mt) and 5% higher in value ($480.4

million). This was fueled by growth in variety meat exports, with the U.S. shipping more tongues

and skirt meat to Japan. U.S. beef faces a widening tariff disadvantage in Japan compared to

imports from Australia, Canada, New Zealand and Mexico, and the latest tariff reduction for

these countries didn’t take effect until April 1. U.S. beef cuts are still subject to a 38.5% tariff in


Japan while other competitors’ rates are nearly one-third lower at 26.6%. This situation

underscores the urgency of the U.S.-Japan trade negotiations, which must progress quickly if the

U.S. is going to continue to have success in the leading value market for U.S. beef. Japan’s

tariffs on beef variety meat are lower, but U.S. shipments are subject to a duty of 12.8% while

competitors pay less than half that rate.

FUNDING SUMMARY

Funding Summary

Wyoming Beef Council $25,000

USMEF Contribution $71,721

Third Party Contributions $54,201

TOTAL PROGRAM IMPACT $150,913

USMEF activities described in this report are funded through the Beef Checkoff

Program as well as various USDA market development programs and the national and

state soybean and corn checkoff programs.


USMEF ACTIVITY REPORT TO

THE WYOMING BEEF COUNCIL

U.S. Beef Market Development Activities in Taiwan

May 2019

The USMEF activities described in this report were funded by the

WYOMING BEEF COUNCIL

Attachment B to FY2019 Program Evaluation DocumentPage 1 of 4

ATTACHMENT B

Wyoming Beef Council Activity Update

This report summarizes market development activities conducted by the U.S. Meat Export

Federation to date in FY2019 in Taiwan on behalf of the U.S. beef industry and its partner, the

Wyoming Beef Council (WBC). USMEF would like to acknowledge and thank the WBC for its

financial and personnel assistance in implementing these projects.

TAIWAN

Taiwan’s demand for U.S. beef continued to surge in 2018, with exports increasing 33% in volume

(59,694 mt) and 34% in value ($550 million) from the previous records set in 2017. Export value

to Taiwan has doubled over the past five years, setting six consecutive records, and U.S. beef holds

more than 75% of Taiwan’s chilled beef market – the largest share of any Asian destination.

USMEF has worked closely with all parties involved in the U.S. beef supply chain in Taiwan to

expand their familiarity and comfort in utilizing U.S. beef as a key strategy to maintain

competitiveness in this dynamic and growing market. Taiwanese consumers have two primary

associations when it comes to U.S. beef: grain-fed deliciousness and versatility. U.S. beef steak

addresses both of those qualities, a major advantage since steak has become very popular with

consumers in Taiwan.

Promoting U.S. beef tri tip as an affordable steak cut in the market and working to increase U.S.

beef sales for the country’s foodservice operators, USMEF organized a “Steaklicious U.S. Beef

Steak Month” in 2018. The campaign, the first steak-themed promotion for USMEF in Taiwan,

involved restaurants in Taipei City, New Taipei City and Taichung City. To reach a wider audience

and deliver more tailored messages about U.S. beef and, specifically, U.S. beef steak, USMEF

cooperated with more than 40 foodservice brands classified into four categories separated by price

range and brand type. Participating foodservice operators surveyed after the event overwhelmingly

believed it strengthened the image of U.S. beef. It also won over

Taiwan’s steak lovers. The managers of the participating

restaurants believe the event played an important role and

helped influence customers to choose the U.S. beef steak items

on their menus, as all saw their sales of steaks grow two to three

times during the promotion.

In 2019, WBC funds supported USMEF’s ongoing branding of

U.S. beef’s image of quality and its association with the

country’s increasingly prevalent “steak-culture” through

educational gatherings, public relations activities and

promotions as part of the second annual “U.S. Steak

Month,” March 27-April 26, 2019. USMEF hosted

dozens of steakhouse operators and chefs for a seminar

on Dec. 13, 2018 to introduce the 2019 theme

highlighting the great cattle producing state of Wyoming

and various U.S. steak cuts, including affordable value

cuts like tri tip and chuck ribeye that it would feature

during the month. Several major U.S. beef importers


were also invited to participate in a product

showcase session where foodservice participants

were able to make valuable business contacts and

secure important supply connections.

The 2019 U.S. Steak Month officially kicked off

with a press conference on March 27 at the Regent

Hotel Taipei. More than 20 journalists attended the Wyoming-themed event. Since it coincided

with Children’s Day in Taiwan, USMEF also invited several families and their little cowboys and

cowgirls to join in the celebration. Chris Frederick, Agricultural Trade Office Director in the

American Institute in Taiwan, and Cleo Fu, Agricultural Marketing Specialist, were also on hand

to share opening remarks. Coverage of the press conference was carried by 35 different print and

online media sources.

A total of 39 steakhouse brands (62 restaurants) across Taiwan

participated in this year’s U.S. Steak Month, all of which had already

committed to utilizing 50% or more U.S. beef in the beef products they

sold. The campaign was promoted through an integrated social media and

digital marketing strategy that included dedicated space on the popular

Line messenger app complete with event details such as a list of

participating steakhouses and an introduction of popular and new U.S.

steak cuts, as well as online advertisements and incentives for user-

generated content. Consumers were also encouraged to visit USMEF

Taiwan’s Facebook page and the “eatfans” page to share posts about their

experience with U.S. beef during the month. Ultimately, participating

restaurants reported their U.S. beef sales increased an average of 10%

during the promotion period. Moreover, USMEF’s communications

activities generated tremendous publicity and reach—the total media PR

value of which was $1.2 million, an ROI of 10.31 times the actual PR

budget—per the following:

• U.S. Steak Month promoted on Line messenger app

o 8,303 Line friends in total during the event period

o 24,000 times interacts in total

o 159 posts of user-generated-content (UGC)

• U.S. Steak Month promoted on Facebook

o 285,743 times reaches in total


o 19,013 times interacts in total

• Other Media Channels

o Key Opinion Leaders (KOL) co-op on YouTube—10 videos were shared. The

KOLs introduced the event, steakhouses, and different cuts they recommend

followers to try through their own words and style. The videos combined had more

than 318,000 views.

o Coverage from two major local newspaper outlets; one radio live broadcast and one

TV spot.

o https://www.facebook.com/eatfans/videos/388142245106624/): 35 shares.

2018 U.S. Beef Export Update

Through the first quarter of 2018, Exports to Taiwan were 3% above last year’s record pace at

13,487 mt, though value slipped 7% to $117.8 million. U.S. beef continues to dominate Taiwan’s

chilled beef market with 75% market share.

FUNDING SUMMARY

Funding Summary

Wyoming Beef Council $50,000

USMEF Contribution $107,921

Third Party Contributions $39,900

TOTAL PROGRAM IMPACT $197,821

USMEF activities described in this report are funded through the Beef Checkoff

Program as well as various USDA market development programs and the national and

state soybean and corn checkoff programs.


https://www.facebook.com/eatfans/videos/388142245106624/

Attachment C

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


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://www.beefitswhatsfordinner.com/nutrition/strength/strength-field-manual

7/25/2019 Wyoming


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://www.wybeef.com/

7/25/2019 Wyoming


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.


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.

Culinary Innovations Team

https://www.ncba.org/federationannualreport.aspx

7/25/2019 Wyoming


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.


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.


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.

https://www.ncba.org/federation.aspx

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


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


Beef Gyros Views: 19,699

View Rate: 59.20%

French Dip Sliders Views: 16,686

View Rate: 45.79%


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


Beef Breakfast Bowl

Views: 4,825

View Rate: 58.63%


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


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

TOTAL REACH

Nutrition Publications6/27/2018 Free Webinar: Mediterranean Diet 86 0 35% 3% 0 N None

3/13/2019 Registered Nutritionists Day-We appreciate you 101 0 30% 1% 0 N None

4/11/2019 Webinar recording available-Feeding the future w/o eating the planet 103 0 38% 2% 0 N None

TOTAL Nutrition Outreach 34% 2%

Press Releases

7/11/2018 Governor appoints JW and Lynn 174 0 35% 0% 0 Business Farmer

Torrington Telegram, Powell Tribune, Douglas Budget

11,000 web, 2,400 + 3900 + 4150 print 21,450

8/9/2018 WBC August meeting announcement 420 0 26% 1% 0 Y

8/28/2018 Program Evaluation Document release 203 0 31% 2% 0 Y

10/15/2018 October meeting announcement 419 0 27% 3% 0 Y

10/22/2018 Soups & Stews 217 0 35% 0% 0 N N. WY Daily News (Worland) Weston Co. Gazette, WY Livestock Roundup 2800, 900, 5600 9,300

11/5/2018 WBC Participates in National Campaign 195 0 35% 1% 0 Y WY Livestock Roundup, WY Tribune Eagle (Cheyenne( 5600, 11600 17,200

11/6/2018 WBC Rules 701 0 29% 0% 0 Y Paid notice CST, Unpaid-WY Livestock Roundup

14,496 paid, unpaid 5,600 20,096

12/11/2018 Time to Propose a Roast-Holiday Recipes 194 0 29% 1% 0 YGillette News Record, Sunday edition, N. WY

Daily News (Worland), Bridger Valley Pioneer

6500, 2800, 1500, 10,800

1/7/2019 Website updates 968 0 27% 2% 0 YWeston Co. Gazette, Sublette Examiner, WY Tribune Eagle, Rocket Miner, WY Livestock

Roundup

900, 1850, 11,600, 5500, 5600 25,450

1/10/2019 Petsch reappointed to CBB 811 0 30% 0% 0 Y Casper Star Tribune 14,496 14,496

3/6/2019 WBC to meet in Riverton March 19-20 210 0 22% 1% 0 YLusk Herald, Torrington Telegram, WY

Livestock Roundup, Bridger Valley Pioneer, Republican Rustler

1,300 + 2,400 + 5,600 + 1,500 + 1,000 10,900

3/7/2019 Beefshi 988 1 28% 3% 0 Y WY Livestock Roundup 5,600 5,600

3/27/2019 WBC Stands w/1st Lady against childhood hunger 914 2 25% 1% 0 Y WY Livestock Roundup, WY Tribune Eagle,

Weston Co. Gazette 5,600 + 11.600 +900 18,100

4/8/2019 WBC Plans 2020 Marketing Efforts 825 1 27% 0% 0 Y WY Livestock Roundup 5,600 5,600

4/10/2019 Chuck Knows Beef 978 1 27% 0% 0 Y

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


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

20,002 11,337

-

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun

FY2019 wybeef.com Activity / Engagement Page Views Sessions


Month Impressions Engagement %Jul 9550 670 7%Aug 7761 194 2%Sept 2217 72 3%Oct 5556 232 4%Nov 8310 278 3%Dec 5278 164 3%Jan 5247 128 2%Feb 3691 104 3%Mar 9881 445 5%Apr 4748 121 3%May 8173 201 2%Jun 3973 74 2%FY 2019 74385 2683 4%

Facebook Activity/Engagement FY 2019

0

2000

4000

6000

8000

10000

12000

Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun

FY 2019 WYBeef Facebook Activity

Impressions Engagement


Month ViewsJul 40Aug 11Sep 43,100Oct 84,500Nov 73,800Dec 40Jan 19Feb 28Mar 34Apr 9May 5Jun 10

201,596

FY2019 YouTube Analytics

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10000

20000

30000

40000

50000

60000

70000

80000

90000

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

FY 2019 YouTube Views

Views


Month Engagement % # Followers Engagement #Jul 14.90 235 35Aug 40.00 224 90Sept 24.60 240 59Oct 0.00 246 0Nov 9.60 250 24Dec 0.00 248 0Jan 9.30 247 23Feb 0.00 247 0Mar 0.00 250 0Apr 0.00 250 0May 0.00 254 0Jun 28.30 254 72Annl Avg 10.56 245 303

FY2019: 227 Instagram Posts

FY2019 Instagram Analytics


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