{"id":20506,"date":"2020-05-13T13:23:16","date_gmt":"2020-05-13T18:23:16","guid":{"rendered":"https:\/\/www.midwestfarmreport.com\/?p=20506"},"modified":"2020-05-13T13:23:20","modified_gmt":"2020-05-13T18:23:20","slug":"taylored-messages-for-covid-challenges","status":"publish","type":"post","link":"https:\/\/www.midwestfarmreport.com\/2020\/05\/13\/taylored-messages-for-covid-challenges\/","title":{"rendered":"Taylored Messages For Covid Challenges"},"content":{"rendered":"\n<p><em>By Suzanne Fanning,&nbsp;Senior Vice President for Dairy Farmers of Wisconsin and&nbsp;Chief Marketing Officer for Wisconsin Cheese&nbsp;<\/em>&nbsp;<\/p>\n\n\n\n<p>Hard-working dairy farmers need to be in their barns and fields during this COVID-19 crisis, so Dairy Farmers of Wisconsin (DFW)\u2014funded by your dairy checkoff\u2014rapidly ramped up efforts to keep the milk moving and&nbsp;pivoted tactics&nbsp;to increase consumers\u2019 appetites for Wisconsin dairy&nbsp;during quarantine. The following are some of our results to-date:&nbsp;<\/p>\n\n<iframe loading=\"lazy\" src=\"https:\/\/omny.fm\/shows\/mid-west-farm-report-madison\/miles-of-media-coverage-fanning-from-dairy-farmers\/embed?image=1&#038;share=1&#038;download=1&#038;description=1&#038;subscribe=1&#038;foreground=000000&#038;background=f5f5f5&#038;highlight=ff0000\" width=\"100%\" height=\"180\" frameborder=\"0\" title=\"Miles Of Media Coverage - Fanning From Dairy Farmers of Wisconsin\"><\/iframe>\n\n\n\n<p>ADVERTISING&#8211;We developed\u00a0a \u201cHere\u00a0For\u00a0You\u201d ad\u00a0to air on television and radio across the state\u00a0highlighting\u00a0that\u00a0Wisconsin\u2019s dairy farmers are hard at work providing\u00a0nutritious dairy for families across the country.<\/p>\n\n\n\n<p> We also utilized milk ads\u00a0to communicate\u00a0dairy\u2019s\u00a0good, wholesome\u00a0nutrition.\u00a0Commercials will continue to run in premiere timeslots, like during the Today Show, because when other companies were not ready to pivot to appropriate messaging and abandoned their advertising, we were able to get incredible media deals.\u00a0We\u2019ve seen a 740% increase in post engagement on\u00a0our\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/www.facebook.com\/AmericasDairyland\/\" target=\"_blank\">America\u2019s Dairyland Facebook page<\/a>\u00a0since the beginning of the campaign\u00a0because consumers care about our farmers and want to help. Several Wisconsin foodservice partners including Rocky Rococo, Toppers and Cousins\u00a0picked up our campaign, and even the Green Bay Packers tweeted about\u00a0supporting our dairy farmers.\u00a0\u00a0<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"299\" height=\"528\" data-attachment-id=\"20518\" data-permalink=\"https:\/\/www.midwestfarmreport.com\/2020\/05\/13\/taylored-messages-for-covid-challenges\/fanning\/\" data-orig-file=\"https:\/\/www.midwestfarmreport.com\/wp-content\/uploads\/2020\/05\/Fanning.jpg\" data-orig-size=\"299,528\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Fanning\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.midwestfarmreport.com\/wp-content\/uploads\/2020\/05\/Fanning-170x300.jpg\" data-large-file=\"https:\/\/www.midwestfarmreport.com\/wp-content\/uploads\/2020\/05\/Fanning.jpg\" src=\"https:\/\/www.midwestfarmreport.com\/wp-content\/uploads\/2020\/05\/Fanning.jpg\" alt=\"\" class=\"wp-image-20518\" srcset=\"https:\/\/www.midwestfarmreport.com\/wp-content\/uploads\/2020\/05\/Fanning.jpg 299w, https:\/\/www.midwestfarmreport.com\/wp-content\/uploads\/2020\/05\/Fanning-170x300.jpg 170w\" sizes=\"(max-width: 299px) 100vw, 299px\" \/><\/figure><\/div>\n\n\n\n<p>DIGITAL CONTENT&nbsp;AND ONLINE SHOPPING&#8211;When the world changed and&nbsp;gatherings and celebrations were cancelled, we revamped our digital content&nbsp;focusing&nbsp;on topics like easy dinner ideas and creating the perfect Wisconsin cheeseboard using&nbsp;pantry&nbsp;items.&nbsp;Our data&nbsp;showed&nbsp;that consumers&nbsp;were&nbsp;looking for comfort foods, so we are sharing recipes&nbsp;using cheese and dairy ingredients&nbsp;via Facebook Live videos&nbsp;and&nbsp;on&nbsp;\u201cThe Cheese Life\u201d blog. As a&nbsp;result,&nbsp;we\u2019ve&nbsp;seen our audience&nbsp;skyrocket.&nbsp;Seeing&nbsp;people inspired to cook, we put together a directory of Wisconsin cheese companies that offer online shopping so consumers can enjoy the world\u2019s best cheese in the comfort of their home&nbsp;and have award-winning cheeses delivered straight to their door. Since&nbsp;March 27&nbsp;we\u2019ve had over 47,000-page views of WisconsinCheese.com\/order resulting in over 16,600 online store visits.&nbsp;<\/p>\n\n\n\n<p>NATIONWIDE&nbsp;AMBASSADORS&#8211; Over the past 24 months, we\u2019ve&nbsp;been building an army of Wisconsin Cheese fans across the nation.&nbsp;Our ambassador program, called&nbsp;Cheeselandia,&nbsp;yielded&nbsp;in-home Wisconsin&nbsp;Cheese&nbsp;events&nbsp;hosted by fans in almost all 50 states.&nbsp;In this new era, we&nbsp;took the cheese celebrations&nbsp;online. Sartori sponsored&nbsp;our first virtual event&nbsp;and sent&#8211;at no cost to us&#8211;samples of cheese to participants&nbsp;in 26 states&nbsp;nationwide.&nbsp;The&nbsp;Cheeselandians&nbsp;learned about Wisconsin cheese from a Master Cheesemaker,&nbsp;cheesemonger&nbsp;and chat room&nbsp;discussions, and&nbsp;blanketed social media with endorsements for Wisconsin cheese on Instagram, Twitter, and Facebook. Because of the huge success of this program, we plan&nbsp;to continue doing these online events sponsored by cheese companies even after quarantine&nbsp;to drive conversations about Wisconsin, our cheeses and our dairy farmers.&nbsp;&nbsp;<\/p>\n\n\n\n<p>PUBLIC RELATIONS\u2014Over the past three years our public relations efforts have yielded $20-$30 million&nbsp;per year. That\u2019s a 50:1 return on investment. Our farmers, cheesemakers and\/or products have been featured on the Kelley Clarkson Show, Late Night with Seth Meyers,&nbsp;Fox and Friends,&nbsp;Today Show, in the New York Times, Wall Street Journal and just this week on Forbes.com. In addition, we are now working to publicize ways Wisconsin\u2019s dairy industry is coming together to help those in need. Milk is one of the most requested food items at food banks, but often the least donated because of its perishable nature. Through our partnership with DATCP, the Hunger Task Force will purchase $1&nbsp;million&nbsp;of milk through the Dairy Recovery Program, and numerous other processors&nbsp;have lined up&nbsp;to&nbsp;help support&nbsp;those in need in the coming weeks. These combined efforts will help keep the milk moving in Wisconsin.&nbsp;<\/p>\n\n\n\n<p>Learn more about your dairy checkoff by signing up for the farmer newsletter at WisconsinDairy.org.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Suzanne Fanning,&nbsp;Senior Vice President for Dairy Farmers of Wisconsin and&nbsp;Chief Marketing Officer for Wisconsin&#8230; <a class=\"read-more-link\" href=\"https:\/\/www.midwestfarmreport.com\/2020\/05\/13\/taylored-messages-for-covid-challenges\/\">Read More<\/a><\/p>\n","protected":false},"author":2,"featured_media":7991,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Fanning Updates Dairy Families On Public Outreach","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[55,642,17],"tags":[326,747],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.7 (Yoast SEO v22.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Taylored Messages For Covid Challenges - Mid-West Farm Report<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.midwestfarmreport.com\/2020\/05\/13\/taylored-messages-for-covid-challenges\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Taylored Messages For Covid Challenges\" \/>\n<meta property=\"og:description\" content=\"By Suzanne Fanning,&nbsp;Senior Vice President for Dairy Farmers of Wisconsin and&nbsp;Chief Marketing Officer for Wisconsin... 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