Spreading the news about Wisconsin’s dairy industry, Wisconsin’s quality cheese and dairy-related nutrition messages is the job of the communications and local promotions part of the Wisconsin Milk Marketing Board.
When directors met in Madison recently they heard the final report of activities in fiscal year 2009.
An overall goal of WMMB’s effort is to build name recognition for the Wisconsin Cheese ® logo. This is accomplished through paid advertising, generally cost-shared with cheese companies and coordinated with store promotions. Another big part of the effort, however, is getting the story of Wisconsin’s cheese into national publications.
During the second half of fiscal year 2009, WMMB oversaw a national print advertising campaign for Wisconsin cheese that reached a circulation of 16.5 million people. In addition, national product publicity activities were aimed at placing stories about Wisconsin cheese in consumer food magazines.
WMMB didn’t just work to tell the story about Wisconsin’s quality and variety of cheese. The effort also expanded to emphasize the impact the dairy industry has on the state and local economies. The Dairy Impact Initiative started several years ago and continues to help people of the state recognize why it is important to protect and encourage the dairy industry.
The communications effort also extends to sponsorship of various events that draw attention to Wisconsin dairy products.
Recent events included the nine-day Tour of America’s Dairyland bicycle racing series, the Madison Marathon, Dairy Day at Miller Park and over 100 farm breakfasts and dairy events during June.
Many of the directors of the WMMB are involved in local promotions in their own areas of the state. WMMB assists these dairy promotion groups with funding to help them conduct these events as well as other activities in their individual areas of the state including dairy ambassador programs, school activities, farm tours and more.
This year’s June Dairy Month theme was “Eat Local, Eat Dairy.” Advertising from this campaign reached over 1.2 million Wisconsin consumers through local advertising and promotional efforts. It is also featured on the website — www.eatlocaldairy.com . This site, plus the other promotional efforts, provides consumers with information about local farmers markets, local cheese stores, cheese plant and farm tours, recipes, a calendar of June Dairy Month activities and children’s activities.
With funding from WMMB, Wisconsin Dairy Council also conducts nutrition educational programs throughout the year. WDC staff reported reaching 24,000 students in classrooms throughout the state and participating in more than 100 radio and television interviews highlighting nutrition. WDC also utilizes the services of Alice in Dairyland in classroom and other activities.
Another program, the Chef Ambassador program, enlists support of nationally recognized chefs in telling the Wisconsin cheese story.
The dairy-producer directors continue to express a concern about the milk prices but point out that WMMB is not allowed to get involved in political issues.
Connie Seefeldt, a Coleman farmer who is beginning her 15th year on the board, stresses, “WMMB can’t lobby but when we’re at home we can take off our WMMB hats and put on our personal hat. We can call our legislators about issues and urge our neighbors to do the same. Right now we’re concerned about what the proposed changes in the use value assessment will do to farmers.”
She points out that the milk price is something WMMB cannot control but the group has been successful in its goal to raise awareness and increase consumption.
When the board meets next month, elections of officers and appointments of committees will take place. July 1 WMMB began the fiscal year 2010 efforts.
