Organization: OKLAHOMA BEEF COUNCIL
Mission: THE VISION FOR THE OKLAHOMA BEEF COUNCIL IS TO BE A POSITVE DIFFERENCE FOR OKLAHOMA'S FARMING AND RANCHING FAMILIES AND THE GREATER BEEF COMMUNITY. THE MISSION OF THE OKLAHOMA BEEF COUNCIL IS TO ENHANCE BEEF DEMAND BY STRENGTHENING CONSUMER TRUST AND EXCEEDING CONSUMER EXPECTATIONS.
Activities: OKLAHOMA PROGRAMS ARE DESIGNED TO ENCHANCE BEEF'S IMAGE, WHILE ADVANCING THE DESIRABILITY OF BEEF AND BEEF PRODUCTS. KEY EFFORTS IN 2020 INCLUDED THE FOLLOWING: 1. THE OBC WORKED TO REACH OKLAHOMA CONSUMERS IN 2020 THROUGH YOUTUBE AND GOOGLE SEARCH ADVERTISING DURING A TEN-MONTH MARKETING CAMPAIGN. THE CAMPAIGN FEATURED VIBRANT VIDEOS HIGHLIGHTING BEEF'S NUTRITION, VERSATILITY, PLEASURE AND SUSTAINABILITY WHILE ALSO DRIVING CONSUMERS TO THE OBC WEBSITE FOR RECIPES AND INFORMATION ON OKLAHOMA BEEF PRODUCTION. THE YOUTUBE CAMPAIGNS GENERATED 8,137,212 VIDEO VIEWS AND 14,646,920 IMPRESSIONS IN OKLAHOMA AT A COST PER VIEW OF $0.02 WHILE THE GOOGLE SEARCH CAMPAIGN DROVE 53,000+ CONSUMERS TO THE OBC WEBSITE. 2. THE OBC CONDUCTED SEMINARS FOR OU, OSU AND UCO DIETETIC INTERN PROGRAMS. IN EACH OF THE PROGRAMS, THE STUDENTS, WHO WILL BE FUTURE DIETITIANS AND NUTRITION INFLUENCERS, LEARNED ABOUT THE SCIENCE OF BEEF NUTRITION AND THE ROLE BEEF CAN PLAY IN A HEALTHY LIFESTYLE. OBC STAFF ALSO PROVIDED AN OVERVIEW OF BEEF PRODUCTION AND SUSTAINABILITY. 3. WITH THE IMPACT OF COVID-19, THE OBC REALLOCATED PROMOTION DOLLARS TO YOUTUBE AND GOOGLE SEARCH ADVERTISING TO SHARE RECIPES, COOKING TIPS AND HELPFUL VIDEOS WITH OKLAHOMA CONSUMERS; DEVELOPED AN UPDATE PAGE (OKLABEEF.ORG/UPDATES) THAT SHARED BATCH COOKING TIPS, COOKING RESOURCES, VIRTUAL FARM AND RANCH TOURS AND AGRICULTURE-FOCUSED ACTIVITIES FOR CHILDREN AT HOME; CREATED VIDEOS BY SHERI GLAZIER, THE DIRT ROAD DIETITIAN, FOR DIGITAL MEDIA FOCUSED ON CREATING MULTIPLE MEALS WITH A SINGLE PREPARATION; DEVELOPED A "LOCAL BEEF" PAGE SHARING INFORMATION ON PURCHASING FREEZER BEEF, LOCAL BEEF COMPANIES AND BEEF COOKERY; CREATED SOCIAL MEDIA MESSAGE POSTS HIGHLIGHTING COMFORT FOOD RECIPES AND BATCH COOKING AND HOW-TO GUIDES FOR FREEZING BEEF.
DOMESTIC PROGRAMS INCLUDING HIGH POPULATION/LOW CATTLE - THE OBC INVESTS IN NATIONAL PROGRAMS DESIGNED TO DRIVE AND ENHANCE DEMAND FOR BEEF. AS AN EXAMPLE, THROUGH A DIGITAL MARKETING CAMPAIGN TARGETING HIGH POPULATION CENTERS IN THE WESTERN UNITED STATES, THE BEEF. IT'S WHAT'S FOR DINNER. AD WAS VIEWED ALMOST 20.4 MILLION TIMES. THE YOUTUBE PART OF THE CAMPAIGN GENERATED MORE THAN 12 MILLION VIDEO VIEWS AT A COST PER VIEW OF A PENNY. THE GOOGLE SEARCH CAMPAIGN DROVE ALMOST 30,000 CONSUMERS TO THE BEEF. IT'S WHAT'S FOR DINNER. WEBSITE FOR RECIPES AND COOKING INFORMATION.
THE OBC INVESTS IN INTERNATIONAL PROGRAMS DESIGNED TO DRIVE AND ENHANCE THE DEMAND FOR BEEF. THE OBC SPONSORED FOOD SERVICE AND RETAIL U.S. BEEF PROMOTIONS IN JAPAN AND SOUTH KOREA IN 2020. AS AN EXAMPLE, OBC'S INVESTMENTS IN JAPAN SUPPORTED MULTIPLE CAMPAIGNS WITH NATIONAL RETAILERS, A KEY TARGET FOR MOVING LARGE VOLUMES OF U.S. BEEF. THIS INCLUDED A PROMOTION AT 26 COSTCO OUTLETS WHICH YIELDED 2.3 MILLION LBS IN U.S. BEEF SALES AND A U.S. BEEF FAIR AT AEON OUTLETS, MOVING A VOLUME OF 629,200 LBS OF U.S. BEEF. IN SOUTH KOREA, THROUGH A WEEKLONG PROMOTION, HIGHLIGHTING FROZEN SHORT RIBS AND LA RIBS IN 140 OUTLETS, EMART'S SALES TOTALED 330,000 LBS OF U.S. BEEF, AN 87% INCREASE OVER THE PRE-PROMOTION PERIOD. ADDITIONALLY, THE OBC SUPPORTED BEEF EDUCATIONAL EFFORTS THROUGH SEMINARS IN AFRICA AND CHINA.
NTEE category: Food, Agriculture & Nutrition
Secondary category: International, Foreign Affairs & National Security