Largest Programs
WISCONSIN MILK MARKETING BOARD INC reported its three largest programs on its FY 2020 Form 990 as:
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Spent in most recent FY
Not applicable
Percent of program expenses
MARKETING COMMUNICATIONS:DAIRY FARMERS OF WISCONSIN (DFW) IS FOCUSED ON INCREASING DEMAND FOR THE MILK PRODUCED IN OUR STATE. BECAUSE 90% OF OUR MILK GOES INTO MAKING CHEESE, WE SPEND THE LARGEST PORT ... (More)
MARKETING COMMUNICATIONS:DAIRY FARMERS OF WISCONSIN (DFW) IS FOCUSED ON INCREASING DEMAND FOR THE MILK PRODUCED IN OUR STATE. BECAUSE 90% OF OUR MILK GOES INTO MAKING CHEESE, WE SPEND THE LARGEST PORTION OF OUR BUDGET AND TIME DRIVING DEMAND FOR WISCONSIN CHEESE. IN ORDER TO BUILD THE WISCONSIN CHEESE REPUTATION, WE UTILIZE PUBLIC RELATIONS, DIGITAL ADVERTISING, EVENTS, POINT OF PURCHASE, SOCIAL MEDIA, AND OUR NATIONAL BRAND AMBASSADOR COMMUNITY FOR CHEESE LOVERS. ALL OUR COMMUNICATION EFFORTS ARE CONCENTRATED ON REACHING FOOD FANATICS, SO THAT'S WHO WE TARGET VIA DIGITAL ADS ON KEY FOODIE SITES LIKE REAL SIMPLE, EATER AND ALLRECIPES.COM WITH OUR WISCONSIN CHEESE VIDEO COMMERCIAL AND RECIPE CONTENT. THIS YEAR'S MEDIA FLIGHTS RECEIVED OVER 16 MILLION COMPLETED VIEWS. WE INCREASED OUR SEARCH ENGINE OPTIMIZATION STRATEGIES RESULTING IN MORE PAGE ONE AND TWO GOOGLE LISTINGS, WHICH MEANS IF SOMEONE SEARCHES FOR THE WORD "CHEESE" ON GOOGLE, WISCONSINCHEESE.COM APPEARS ON PAGE 1 (OUT OF 844,000,000 RESULTS). WE PUBLISH FIVE ISSUES PER YEAR OF OUR DIGITAL COOKING AND LIFESTYLE MAGAZINE, GRATE. PAIR. SHARE. THIS YEAR WE ACHIEVED 28 MILLION IMPRESSIONS, AND THE SUMMER 2020 ISSUE WON TWO GOLD EDDIE AWARDS AT THE 2020 FOLIO: EDDIE & OZZIE AWARDS, BEATING OUT FOOD & WINE MAGAZINE. A FEW OTHER DIGITAL PROJECTS WE EXECUTED IN FY2020 TO DRIVE SALES INCLUDED CREATING A DIRECTORY OF WISCONSIN CHEESE COMPANIES THAT SELL ONLINE. OUR PILOT HOLIDAY GIFT BASKET DIRECTORY HAD OVER 200,000 VIEWS, AND OUR COVID-19 ONLINE ORDERING DIRECTORY HAS OVER 175,000 VIEWS. WE ALSO ADDED A BLOG BECAUSE BRANDS WITH BLOGS HAVE MUCH HIGHER ENGAGEMENT. THE CHEESE LIFE BLOG FEATURES EDUCATIONAL "HOW-TO" CONTENT, CHEESEMAKER STORIES AND SEASONAL RECIPES. THE BLOG ALSO RANKS IN POSITION 1 (NOT JUST PAGE, BUT POSITION) FOR OVER 70 DIFFERENT SEARCHES. BECAUSE OF OUR BLOG, WE HAVE 40 FEATURED SNIPPETS (LIKE THE ONE THAT SHOWS UP FOR "HOW TO MEASURE CHEESE") WHERE THE CONTENT IS CONSIDERED SO HIGH-VALUE BY GOOGLE THAT IT GIVES US AN EARNED PLACEMENT WITH PHOTOS AND A CALL OUT TO OUR CONTENT THAT LIVES ABOVE POSITION ONE ON THE SEARCH RESULTS.ALL EFFORTS COMBINED, WE DROVE OVER 1.2 MILLION VISITORS TO WISCONSINCHEESE.COM - SETTING A NEW RECORD FOR DFW!PUBLIC RELATIONS HAS REMAINED A SHINING STAR FOR US AS WE HAVE SPENT A GREAT DEAL OF TIME WORKING WITH NATIONAL EDITORS. IN FY2020 WE HOSTED A MEDIA TOUR IN WISCONSIN, ATTENDED DESKSIDE VISITS IN NYC AND HOSTED A VIRTUAL MEDIA EVENT FOR EDITORS ACROSS THE COUNTRY. THIS OUTREACH YIELDED $40 MILLION (ALMOST DOUBLE OUR GOAL) IN EARNED MEDIA WITH MAJOR HITS ON NATIONAL MEDIA, INCLUDING THE KELLY CLARKSON SHOW, NEW YORK TIMES, FOOD AND WINE AND MANY MORE. IN FY2020, WE CONTINUED OUR EXPANSION IN NATIONAL BROADCAST TELEVISION EXPOSURE ACROSS THE U.S. THESE TELEVISION SEGMENTS ON LOCAL MORNING AND NEWS SHOWS IN ALL 50 STATES RESULTED IN OVER 450 MILLION VIEWS, AND AN EARNED MEDIA VALUE EXCEEDING 10 MILLION DOLLARS.IN FY2020 WE REACHED MORE THAN 25,000 CONSUMERS THROUGH EVENTS AND EXPERIENCES. OUR BRAND AMBASSADOR COMMUNITY HAS GROWN TO OVER 3,000 MEMBERS IN ALMOST ALL 50 STATES SINCE WE STARTED CHEESELANDIA IN FY2019. WE HOSTED IN-PERSON EVENTS FOR HUNDREDS OF CONSUMERS IN NEW ORLEANS, SAN DIEGO, AND BOSTON. WE CONTINUED IN-HOME CHEESE PARTIES HOSTED BY CHEESELANDIANS THAT SPREAD BRAND LOVE BY WORD OF MOUTH TO 500+ CONSUMERS. WHEN THE PANDEMIC HIT, WE CANCELLED ALL IN-PERSON ACTIVITIES AND HOSTED SUCCESSFUL VIRTUAL EVENTS THAT REACHED OVER 1,400 PEOPLE DIRECTLY AND THOUSANDS MORE THROUGH SOCIAL IMPRESSIONS, SO IN FY2020 WE PUT CHEESE IN THE HANDS AND MOUTHS OF EVEN MORE CONSUMERS THAN WE HAD ORIGINALLY PLANNED.WE CONTINUED TO TELL THE WISCONSIN CHEESE BRAND STORY THROUGH PARTNERSHIPS WITH WISCONSIN FOODIE (TELEVISION) AND HERITAGE RADIO NETWORK. THROUGH THESE CHANNELS WE FEATURED ORIGINAL CONTENT AND TARGETED ADS TO HUNDREDS OF THOUSANDS OF CONSUMERS.FOR RETAIL SHOPPER MARKETING AT THE POINT OF SALE, WE IMPLEMENTED PROUDLY WISCONSIN CHEESE PROMOTIONS IN 230 RETAIL CHAIN ACCOUNTS ACROSS 40 STATES, INCLUDING FEATURE AD FLYERS, IN-STORE SIGNAGE, DISPLAY CONTESTS AND SOCIAL/DIGITAL CONTENT. WE ALSO PLACED AN ADDITIONAL 400+ "TIMELESS" MERCHANDISING ELEMENTS TO IDENTIFY WISCONSIN CHEESE AT RETAILERS AROUND THE COUNTRY.THROUGH OUR MARKETING EFFORTS, WE'VE INCREASED WISCONSIN CHEESE'S SHARE OF VOICE TO 98% (COMPARED TO VERMONT AND CALIFORNIA). (Less)
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Percent of program expenses
CHANNEL PROMOTIONS:DAIRY FARMERS OF WISCONSIN'S CHANNEL PROGRAM AREA PROVIDES SUPPORT TO SUPERMARKET RETAILERS, FOODSERVICE OPERATORS, WHOLESALERS, AND DISTRIBUTORS THROUGH A VARIETY OF PROMOTIONAL SU ... (More)
CHANNEL PROMOTIONS:DAIRY FARMERS OF WISCONSIN'S CHANNEL PROGRAM AREA PROVIDES SUPPORT TO SUPERMARKET RETAILERS, FOODSERVICE OPERATORS, WHOLESALERS, AND DISTRIBUTORS THROUGH A VARIETY OF PROMOTIONAL SUPPORT PROGRAMS. IN FY2020 CHANNEL PROGRAMS CONTINUED TO (Less)
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Spent in most recent FY
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Percent of program expenses
FOOD SAFETY, QUALITY AND REGULATORY COMPLIANCE:DAIRY FARMERS OF WISCONSIN'S (DFW) FOOD SAFETY, QUALITY AND REGULATORY COMPLIANCE (FSQR) PROGRAM PROVIDES SUPPORT TO THE WISCONSIN DAIRY INDUSTRY THROUGH ... (More)
FOOD SAFETY, QUALITY AND REGULATORY COMPLIANCE:DAIRY FARMERS OF WISCONSIN'S (DFW) FOOD SAFETY, QUALITY AND REGULATORY COMPLIANCE (FSQR) PROGRAM PROVIDES SUPPORT TO THE WISCONSIN DAIRY INDUSTRY THROUGH A VARIETY OF PROGRAMS AND PARTNERSHIPS WITHIN THE INDUS (Less)
