HEALTH & WELLNESS

The goodness of dairy is a story Dairy MAX is excited to share.
Communication and community outreach encourage dairy consumption by building strong relationships with health professionals.

In New Mexico, Oklahoma and Texas, Dairy MAX provided nutrition
education, materials and cooking demonstrations to

dietitians

who will impact over

consumers

throughout the year

physicians

who will impact over

consumers

throughout the year

MILK ALTERNATIVES OUTREACH

Retail dietitian partnerships

provide media trainings for retail dietitians on dairy's unique nutrient package compared to milk alternatives.

A retail dietitian will impact a shopper's purchase by

%

If they recommend a product, the consumer is more likely to purchase.

Customer
Outreach

one-on-one and small group classes and tours


people

Community
Outreach

over 200 events reaching over


people

Media
Outreach

$835,674 earned media value with a total of over

million
impressions

Cooking
with Caitlin

A unique culinary adventure that focuses on why real cow's milk matters. Interactive education includes tasting low-lactose dairy goodness to help manage lactose intolerance.

guests at events

in San Antonio, Dallas, Houston and Albuquerque


Social Media:

posts

resulting in


unique impressions

View Photos

#DairyAmazing
Symposium

Our first-ever hands-on educational experience presenting the stories, facts and endless possibilities of dairy with target education on milk alternatives, sustainability and culinary application.

key leader guests

including physicians, dietitians and academia

posts

to Twitter and Instagram


impressions

View Photos

Milk Alternative
Satellite Media Tour

with country music singer Sara Evans and Dr. Lana Frantzen resulted in

%

of total media results impacting


viewers

View Video

HEALTH & WELLNESS ADVISORY COUNCIL

Now in its fourth successful year, our premier Health and Wellness Advisory Council continues to tout the benefits of dairy included as part of a healthy lifestyle. These 21 dedicated health and wellness professionals and school administrators act as a go-to source for media and events in their communities. The council is the voice behind dairy's nutrition advantages.

CONSUMER
COMMUNICATIONS

From farm to consumer, your local dairy checkoff is uniting families on common ground.

Dairy MAX is transforming communication by creating a common voice and adopting a digital mindset. Most importantly, real dairy farmers are engaging in communication efforts to build consumer confidence.

WEBSITE EFFORTS

DairyMAX.org


user visits

DIGITAL MEDIA PLAN EFFORTS

Dairy MAX knows that mobile matters.

%

of Americans have a social media profile

%

of Americans have a smart phone

Dairy MAX's digital media campaigns are reaching
consumers.


Yahoo

impressions

 
 

clicks

+

+


Google

impressions

 
 

clicks

+

+


Facebook

impressions

 
 

clicks

=

=

Total
Impressions

Total Click-
Throughs

MEDIA COMMUNICATIONS

stories = viewers = $ PR Ad Value

DAIRY DISCOVERY ZONE INFLUENCING
CONSUMERS ON THE ROAD

2014

Visitors:

2015

Visitors:

1%
increase

Lifetime Visitors:

(Fall 2010 - Fall 2015)

View Photos
OUR LAND, OUR COWS,
OUR PASSIONSM

When farmers speak, consumers listen.

Dairy MAX encourages farmers to tell their story through the Our Land, Our Cows, Our Passion dairy image program. They also build trust in their communities through community services and involvement.

PASSION FOR PINTS

Blood Drive
Events

Pints of Blood

Donors

Dairy Partners:

Community Partners:

Farm Tours

Building demand starts with building trust in your community. With most Americans never having visited a working dairy, farm tours are critical in educating consumers. Sharing your dairy farm with your community is the perfect opportunity to tell your story. Dairy MAX has made it easy with our step-by-step farm tour kits.

Get Your Farm Tour Kit Now

TELLING YOUR STORY

million

Radio
Impressions

Dairy Farm
Families Added
with Videos and
Photos.

Trainings Across
the Region

Training Scenarios

focused on Animal Care

Trained Dairy
Farmers and
Industry

SCHOOL MARKETING

Children spend around 1,200 hours per year in school,

and education curriculum standards for health include nutrition and physical education. By helping school districts utilize our expertise, they are learning to implement new and innovative health programs. Ultimately, they are meeting and surpassing their school wellness goals all while getting kids to drink more milk.

Dairy MAX's school marketing team is promoting and aligning key programs including Fuel Up to Play 60, the nation's leading in-school wellness program, and Dairy Dollars for Schools, which is a solution-based program providing tools to expand school breakfast programs. By helping school districts utilize our expertise, they are learning to implement programs like Breakfast in the Classroom or Grab 'n' Go.

From individual rural schools to districtwide implementations,
the programs shine a positive light on dairy, resulting in an

increase of lbs. of milk sold.

DAIRY OPTIMIZATION

BREAKFAST IN THE
CLASSROOM

%

FUEL UP TO PLAY 60

Fuel Up to Play 60 continues to inspire students to get active and eat healthy. The in-school program promotes USDA's My Plate and a nutrient-rich diet featuring milk and dairy foods.

more active
schools compared
to previous year

%

increase in schools
completing two or more
steps compared to
previous year

students impacted
in four districtwide
implementations

Breakfast Games
campaign
media
impressions

districts
represented at the
Fuel Up to Play 60
Excellence
Awards

Fuel Up to Play 60
YouTube video
views

FUEL UP TO PLAY 60 PARTNER FUNDING

%

of Fuel Up to Play 60 grants
were partner-funded


Partners:

Borden Dairy, Let's Move Active Schools,
Presidential Youth Fitness Program,
Dean Foods and LePrino

In addition, the Dallas Cowboys
and Houston Texans Hometown
Grants provided a total of

$

in funding to

14 schools

for Breakfast in the Classroom
and the Fuel Up to Play 60
playground stencils

View Video

TEXAS A&M AGRILIFE

The Texas A&M AgriLife partnership with Dairy MAX continues to drive growth in Fuel Up to Play 60 engagement and focus with dairy education.

Active Fuel Up to
Play 60 schools

supported by
AgriLife Agents

4-H student
ambassadors
and agents

toured a dairy farm
in Texas

AgriLife Agents

completed two or
more Fuel Up to
Play 60 steps

CHAMPIONING SCHOOL INFLUENCERS

Texas Association of School Nutrition Conference

child nutrition
professionals

showed new interest
in dairy optimization
programs

sessions
facilitated

by school
marketing team

in attendance

at annual
conference

Texas Association for Health, Physical Education, Recreation and Dance Conference

in attendance

at 2015 summer
conference

in attendance

at 2015
annual conference

new program
advisors

enrolled in Fuel Up
to Play 60

INFLUENCER TRAININGS

Fuel Up to
Play 60 Technology

trainings

participants

Fuel Up to Play 60
Grant Writing

trainings

participants

Education Service
Center

trainings

attendees

Dairy Education for
Outside Organizations

presentations

attendees

Dairy Dollars
for Schools

trainings

attendees

SPORTS MARKETING

Dairy MAX recognizes the critical link between nutrition and performance.

The sports marketing team continues to focus on empowering athletes and consumers to get excited about dairy. Key resources include NFL star power from the Dallas Cowboys and Houston Texans, the BUILT By Nature campaign and Fuel Up to Play 60.

BUILT BY NATURE CAMPAIGN

BUILT by Nature campaign launched to reach coaches who influence high school athletes. Dairy MAX cultivated partnerships with influential organizations like Dave Campbell's Texas Football and the Texas High School Coaches Association to reach coaches with education where they are - on the sidelines.

total impressions

with BUILT by Nature
messaging targeting
high school
coaches

Provided

speakers and 1 live demo

for the THSCA
conference

with

attendees.
Approximately

people

attended our
sessions

Launched
Dave Campbell's
Assistant

Coach of
the Week

program to
recognize coaches

and reached
more than

high school
football fans

with

attendees.
Approximately

people

attended our
sessions

and reached
more than

high school
football fans

Educated parents and coaches
on the benefits of chocolate milk for high school
athletes at the Texas State Football Championships.

+

total attendees

+

engaged at
our booth

Facebook
impressions

click-throughs to Dairy MAX website
from Facebook

View Video

TEXAS RANGERS PARTNERSHIP EXPANDED IN 2015

A highlight of the Texas Rangers partnership is the annual cow milking contest. In its third year,
the Rangers took home a cow milking victory.

Promoted
BUILT by
Nature

with ballpark digital
signage and ads

unique
visitors to
media clips

Engaged
fans

with roving
photographer
and Rangers
Flex Cam

ballpark
impressions

Expanded to a

retail
promotion

with Dairy Queen

Dairy Queen
promotion
impressions

PARTNERING FOR SUCCESS WITH THE NFL

player events

completed reaching
approximately


students

Rowdy assemblies

reaching
approximately

students
with nutrition
education

Houston Texans
mascot TORO
appearances


students

Hometown Grants in Texas provided $ total

($10,000 each from the Houston Texans and Dallas Cowboys)

to paint Fuel Up to Play 60 stencils at 14 schools

(7 in Houston and 7 in Arlington)

View Video
BUDGET

Through the dairy checkoff, Dairy MAX is proud to provide a variety of
programs to the stakeholders we serve.

Your local dairy checkoff works with partners to provide the science, research and marketing expertise
needed to help the dairy industry reach unmet demand, partnering with companies to develop and
market new products and leverage your checkoff dollars meet consumers demand.

INDUSTRY IMAGE
RELATIONS

%

STAFF
Leadership
Administrative
Consumer Marketing
Health and Wellness
Industry Image and Relations
School Marketing
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