The Board of Directors for the Wisconsin Milk Marketing Board approved a $30,316,000 promotional program plan and budget covering the 2013 Fiscal Year (FY) which begins July 1 and runs through June 30, 2013. The FY2013 plan covers in-state and national cheese and dairy product promotion; retail, food processing and foodservice marketing and education programs; national communications activities and administrative budgets.
Next year's budget continues to build on successful programs and activities that over the past year have resulted in WMMB being named one of the top commodity promotional organizations in the United States by Progressive Grocer Magazine. Other FY2012 milestones included a second Emmy Award for outstanding local television production, numerous awards for its national advertising campaign and an increase in the number of retail promotions around the country by more than 25 percent.
Marketing and Research Activities
Plans for the upcoming year continue national support for Wisconsin Cheese promotion in all 50 states and maintain promotional activities within the state for all dairy products made from Wisconsin-produced milk. At the national level, activities include retail and foodservice trade show promotions, buyer education, cheese usage training and education and special events showcasing Wisconsin's cheese and dairy industry. WMMB will continue successful year-round in-store retail promotions, manufacturer/marketer co-op product demos, point-of-sale information and in-store Wisconsin Cheese signage. Brand equity partnering with Wisconsin dairy manufacturers and marketers also continues with emphasis on including Wisconsin identification on more cheese packaging and continued expansion of national distribution of Wisconsin Cheese. Additional focus on the pizza and sandwich categories is also included.
The FY2013 Budget continues support for the Wisconsin Center for Dairy Research (CDR), which provides research and technical assistance to Wisconsin cheese and dairy processors. CDR, established in 1986 at the University of Wisconsin-Madison, is becoming one of the premier dairy research centers in the United States and one of the top research centers in the world.
Communication and Education Activities
Communications activities in the FY2013 Budget include national advertising, in-school nutrition education programs conducted by the Wisconsin Dairy Council and statewide promotion programs for fluid milk and other Wisconsin dairy products. Also included are June Dairy Month and Wisconsin State Fair activities and other in-state seasonal promotions such as a fall chocolate milk promotion and sports-oriented marketing promotions, such as Dairy Day at Miller Park, sponsorship of the WIAA high school state tournaments, Badger Athletics and the Tour of America's Dairyland cycling series.
Support for Wisconsin's Alice in Dairyland program and the year-round grassroots promotion activities conducted by 63 County Dairy Leader Groups are part of the FY2013 promotional plan. The half-hour America's Dairyland TV series and the weekly Wisconsin Dairy News segments which air during newscasts throughout the state will also continue next year.
In the national advertising area, plans include print advertising in major food magazines. WMMB's advertising is expected to generate more than 200 million consumer impressions in FY2013. Another 150 million impressions will be generated through the organization's national publicity activities which include placing stories about Wisconsin Cheese in major consumer food magazines and online media outlets.
The FY2013 Budget continues support of popular websites and social media activities which generate over three million consumer visits each year. WMMB's website presence includes EatWisconsinCheese.com, CheeseAndBurgers.com, GrilledCheeseAcademy.com, CheeseCupid.com, DairyDoingMore.org. and youtube.com/DairyImpactWisconsin.
Here is a summary of WMMB's FY2013 budget categories:
Channel Management $15,157,000
Administration $ 1,192,000
Capital Appropriations $ 92,000
Contingency Fund $ 250,000
Total FY2013 Budget $30,316,000
The Wisconsin Milk Marketing Board, Inc. is a nonprofit organization created by Wisconsin dairy farmers to promote the consumption of milk, cheese and other dairy products made in America's Dairyland. The organization is overseen by a board of 25 dairy farmer-directors elected for three-year terms by the state's dairy farmers.