TO ACHIEVE THE CATTLEMEN’S BEEF BOARD’S (CBB) PRODUCER COMMUNICATION OBJECTIVES IN 2018, THEY FOCUSED EFFORTS ON THE PRODUCER JOURNEY AS IT RELATED TO THE TYPICAL CATTLE FARMER AND RANCHER’S UNDERSTANDING AND ATTITUDES ABOUT THE BEEF CHECKOFF. THROUGH THE OPEN DOORS CAMPAIGN, THEY BROUGHT FACTS TO LIFE BY TAKING THE AUDIENCE ON THAT JOURNEY, SHOWING THEM THE OPPORTUNITIES BEHIND EACH DOOR THE CHECKOFF OPENED. CBB When Opportunity Knocks,Open Doors RESULTS 36 million impressions targeting producers + 250,000 engagements or interactions with the content distributed + 6 6 P R O D U C E R C O M M U N I C A T I O N S