Alt-Lancaster Farming, Saturday, January 31,1987
MAMMA Board Meeting
(Continued from Page Al)
$932,968 to fund the work of local
Dairy Council units. This funding
pays for the salaries, ad
ministrative costs and program
development costs of the units. It
also pays for local implementation
of the nutrition education
programs developed by National
Dairy Council and the local unit
itself.
The 10 percent allocated to UDIA
goes to support the advertising and
promotion programs of the
American Dairy Association, the
nutrition research and nutrition
education programs of National
Dairy Council, and product and
process research of Dairy
Research, Inc. This funding goes
towards production of television
and radio commercials, print
advertising, Real Seal advertising,
foodservice programs, develop
ment of nutrition education
programs by NCC and nutrition
research.
Administrative costs are
required to stay under five per
cent. They are currently at four
percent. This funding goes to pay
for the salaries, meeting expenses,
capital expenses, rent and utilities.
The one percent spent on com
munications goes to fund a public
and industry relations program. It
also pays for the food publicity
program that places articles,
recipes and photographs of dairy
foods in newspapers and
magazines.
When all these programs are
pulled together, the dairy industry
has perhaps the most broad-based
and in-depth advertising and
promotion programs of any
agricultural commodity.
MAMMA’S 1987 ADVERTISING
PLANS
During the first quarter, the
“Milk Has Less Than 4% Fat”
campaign will conclude with four
weeks of television advertising.
1987 Pa. Holstein Convention Ticket Form
I Tuesday. February 24
Early Bird Reception - 9:30 p.m
Wednesday. February 25
Breakfast on your own •
Ladies Program -11:00 a.m. -1:30 p.m
Bus Tour to Sire Power and Taurus
Service -1:45 P.M.
Sale Buffet - 4:30 p.m. - 6:00 p.m.
Junior Pizza and Pool Party - 9:15 p.m.
• Thursday. February 26
Awards Breakfast - 7:30 a.m. - 9:00 a.m.
Continental Breakfast
Full Breakfast
Awards Program -9:00 a.m. - 11:00 a.m.
Convention Banquet and Reception -
Reception - 6:00 p.m. - Banquet - 7:00 p.m
Junior Convention Banquet - 6:30 p.m.
* NAME
j •• JUNIORS
I Address:
Phone:
Send your order with check payable to; "1987 Pa. Holstein Convention”
to: Robert Whipple, Treasurer R.D. #5, Box 249 Towanda, PA 18848
Ticket orders must be received by February 3.1987. For lodging reservations contact: Sheraton-Crossgates.
20 Public Square, Wilkes-Barre, PA 18701, (717) 824-7100. Be sure to mention the Holstein Convention
when making your reservations. Deadline to assure your room is February 3. 1987. Room rates' single -
$45.00, Double - $55.00, Triple (3 persons over the age of 18 yrs.) - $65.00, Quadruple (4 persons over the
age of 18 yrs.) - $75.00. Children under the age of 17 stay free with an adult in the same room. Credit card or
deposit of one night's lodging is necessary to hold a room for arrival after 6:00 p.m.
Then pending board approval, a
new fitness campaign will be
launched in second quarter. Based
on consumer attitude surveys that
indicate consumers are more
inclined to drink milk for health
and fitness reasons than for any
other reason, the campaign takes a
fitness positioning. MAMMA’S
Milk Team, comprised of credible
and popular sports celebrities,
Mike Schmidt, Cal Ripken, Pam
Shriver and John Thompson, will
give credence to the campaign
slogan, ’’Milk Is Fitness You Can
Drink.” Four new television and
radio commercials are currently
in production that feature our Milk
Team players endorsing our
products. More details on the
creative execution of the new
campaign will be reported after
the board has reviewed and ap
proved the commercials for
release. MAMMA is planning to
buy television and radio air time
for the commercials through the
fall of the year.
Complementing this milk ad
vertising will be television and
print advertising for butter and
cheese. As a regional member
lunit of the American Dairy
Association, MAMMA has con
tributed over $90,000 for butter
advertising and over $96,000 for
cheese advertising. This money
goes into a pool along with money
from other ADA units for com
mercial production, talent costs,
and national network media time.
The cheese and butter campaigns
began in September of 1986 and
will run through August of this
year. After August additional
funding will probably be allocated
for continuation of some,form of
advertising for these important
dairy products.
“Fifteen Minutes to Fitness” by
Pam Shriver is an exercise and
recipe booklet currently in
production by MAMMA. In the
February 24-26,1987
Wilkes-Barre, PA
* (Please list all names as they should appear on name tags)
* * (Please list names of any juniors attending)
booklet Pam Shriver outlines a 13
minute exercise program, followed
by a two milk cool down with a
glass of milk. The booklet also
contains some of Pam’s favorite
contract installers to put up
displays for the booklet in stores at
the same time that they are in
stalling the spring cheese
promotion kits at the dairy case.
Six in-store point-of-sale
promotions have been planned for
the year to influence the consumer
when they shop. The point-of-sale
promotion tie-in with television,
radio and print advertising to
make a very strong campaign.
MAMMA’S merchandising staff
will continue to work with retailers
to improve the sales potential of
the dairy case by conducting Dairy
Department Workshops.
With a new full-time staff person
working in foodservice, the
MAMMA organization is more
committed than ever to increasing
the sale of dairy products in
restaurants, institutions and other
away from home settings. Food
service program elements include
monthly publication of “Real
Dairy Discoveries” in Restaurants
& Institutions Magazine, Real
Cheese Pizza Maker program,
seasonal promotions, distributor
contests, and foodservice operator
recipe contests.
Food publicity release to food
editors will continue to promote
the use of dairy foods, while tieing
in with the themes of current
advertising campaign. A food
editors tour is being planned along
with a dairy foods information file.
The communications program
will continue to work to build
favorable attitudes among con
sumers toward dairy foods and the
dairy industry. The com
munications program will also
work to report back to the industry
to programs that are being con
ducted in its behalf.
When all the program elements
are considered as a whole, it looks
like another very promising year
for dairy sales.
Number attending
Tickets® $12.00
Number For Bus
Tickets @ $lO.OO
Tickets @ $ 3.00
Tickets @ $ 3.00
Tickets @ $ 5.00
Tickets @ $20.00
Tickets @ $12.00 =
TOTAL:
County:
William Miller (left), Mid-Atlantic Food Dealers Association,
presents a plaque to David Weitzer, chairman of the MAMMA
board, in appreciation for the Dairy Association’s efforts in
promoting milk in the retail stores.
Association, and Joseph Westwater, CEO of the National
Dairy Board, participated in the MAMMA board meeting
Wednesday morning.
■ Middle Atlantic Milk Marketing Area
j 1987 Budget
■ $5,268,00
* ‘Projected budget tor FYB7
| The actual budget will be bated on volume of production
Communications 1%
Administration 4%