Digital Influencers Network Purina Brand Plans10/9/2018

Today’s Discussion

Each of the 3 Species---Dairy; Cattle; SwineShare the following 3 Slidesa) 2018 Remaining Activityb) 2019 Marketing Plansc) Potential new products

• Total 2019 Calendar

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Dairy Business Activity

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2018: Remaining Dairy Marketing Activities

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Purina Media What When Who

EventsWorld Dairy Expo,

North American International Livestock Exposition (NAILE), and National Association of Farm Broadcasters

October and November Exhibitors and Farm Broadcasters

No Two Herds are Alike CampaignAdvertising, brochures, digital content,

Ambassador HerdsThroughout Q4 and into

2019 National Campaign

We Care for Calves Facebook Page Relevant and timely awareness of Purina® and LAND O LAKES® products 2-3 times/week 16,000+ fans

AMPLI-CALF® Benefit Messaging Reinforce the benefits of AMPLI-CALF starting on day 1. Throughout Q4 and into 2019 All regions

HERDSMART® eNewsletter Provide relevant, educational content to producers Monthly Herdsmart® eNewslettersubscribers

2019: Dairy Marketing Activities

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Q1 Q2 Q3 Q4

Content FocusDairy Ambassador Herds

AMPLI-CALF

Dairy Ambassador Herds

AMPLI-CALFDairy Ambassador

Herds Dairy Ambassador Herds

Events

Leading Dairy Producers Conference

DairyXchange

Central Plains Dairy Expo

VIP events

Dairy Calf & Heifer Association

World Milk Day/June Dairy Month

American Association of Bovine Practitioners

World Dairy Expo

North American International Livestock

Exposition

Trade Promotions Spring Contract Fall Contract

Alw

ays

On

Tact

ics

Goal Frequency Distribution

We Care for Calves Facebook

Generate greater awareness of Land O’Lakes Animal Milk Products and Purina

expertise and product solutions2-3 posts/week

Facebook.com/WeCareForCalves

16,000+ fans

Monthly HERDSMART®

eNewsletter Provide timely management tips and ideas Monthly Email

Proof Pays Trial ProgramMove producers from “consideration”

phase to “trial” phase on young animal products

Always on Collect data by product and region

No Two Herds Are Alike Campaign

Emphasize Purina as the trusted source for dairy management and feeding solutions Always on Digital/ Print/ Purinadairy.com

2019: New Products & Innovations in Dairy

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Calf milk replacer: promoting new products that support gut health

Utilize existing adult cow technologies in new ways

AMPLI-CALF® starter - streamline offering and align value proposition

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Customer Community Update for Dairy

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No Two Herds Are Alike | We want to ensure you have every TOOL at your fingertips

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Calculators- ROI

Tools- Path to Pounds

FAQs- Proof Pays

Guides- Autofeeders- Feeding Programs

Educational Modules

Dairy Toolbox | have every TOOL at your fingertips

Technical Training Module 1 5 steps to assess current production and set goalsTechnical Training Module 2 Finding more pounds from fresh cowsTechnical Training Module 3 Improving nutrition can help increase production efficiencyTechnical Training Module 4 Helping calves and heifers reach their genetic potentialTechnical Training Module 5 Evaluating adult cow water quality to help keep cows on a path to greatnessTechnical Training Module 6 Feeding/ Forage (including silage inoculants)Technical Training Module 7 Animal Observations

New! Fall 2018

CATTLE BRAND ACTIVITY

10Influencer Network

2018: Remaining Cattle Marketing Activities

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Purina Media What When Who

PreCon Newspaper Celebrates PreCon’s 50th birthday through stories

October Mailed to CheckPoint distribution list

Breeding Campaign It’s All About the Numbers: Advertising, brochures, digital content

Throughout Q4 and into 2019 National Campaign

Facebook Relevant and timely awareness of Purina products

2-3 times/week 37,000+ fans

Management Tips Provide timely management tips and ideas October, November, December Email

CheckPoint Provide relevant, educational content to producers

November Personalized for customer and sent to customer’s list of producers (Business

Builder)

2019: Cattle Marketing Activities

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2019

Cam

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Content Focus Breeding Campaign

Mineral

Breeding Campaign

Fly Control Mineral

Breeding Campaign

Calf Health

High Fat Supplementation

Breeding Campaign

Calf Health

High Fat Supplementation

Events NCBA

Mineral Meetings

Starter Meetings

Trade Promotions Spring Mineral Promotion Tub & Block Contracting

Fall Mineral Promotion

Alw

ays

On

Tact

ics

Purina Media Goal Frequency Distribution

CheckPoint Newsletter Provide relevant, educational content to producers

Quarterly Personalized for customer and sent to customer’s list of producers (Business

Builder)

Facebook Generate greater awareness of Purina cattle expertise and product solutions

2-3 posts/week Facebook.com/PurinaCattle

37,000+ fans

Monthly eTips Provide timely management tips and ideas Monthly Email

Proof Pays Trial Program Move producers from “consideration” phase to “trial” phase on value-add minerals and

supplements

Always on Collect data by product and region

New Products & Innovations in Cattle

• Expand proprietary fat technologies to other product forms based on the success of the Accuration® Hi-Fat Block

• Add a calf health play in starter products

• Enhancements to fly control mineral

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Example Social Media Post

Worried about hay supply?Take steps to conserve what you have. Store hay indoors, if possible, to reduce your risk for wetness and mold. If you have both indoor and outdoor stored hay, use the outdoor hay first to minimize the loss of nutrients over time and curb dry matter loss. Cattle hay feeders can also minimize loss.Get more stored forage tips: https://bit.ly/2m2IOvQ[Coop Customization)

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SWINE BRAND ACTIVITIES

15Influencers Network

2018 Q4 Swine Marketing Activities

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Activity What When Who

Dewormer Promotion $30 off per ton of Nature’s Match Dewormer

October 15 - December 14, 2018 Dealers

Progress to Profit Campaign that utilizes digital, print, and video to communicate feed solutions

across all life stages

Throughout Q4 and into 2019 National Campaign

Facebook Relevant and timely awareness of Purina products

1 time/week 10,000+ fans

Management Tips Provide timely management tips and ideas October, November, December Email

November Regional Seminar

Grow/Finish seminar in Okoboji, Iowa to highlight expertise and provide guidance

November 13, 2018 Prospects and customers

2019 Swine Marketing Activities

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2019

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igns

by

Qua

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Q1 Q2 Q3 Q4

Content Focus Grow/Finish Starters Starters Sows

Events Regional Seminar World Pork Expo August VIP in St. Louis Regional Seminar

Trade Promotions Nature’s Match EcoCare Incentive ??? Young Animal Incentives

Alw

ays

On

Tact

ics Purina Media Goal Frequency Distribution

Facebook Generate greater awareness of Purina cattle expertise and product solutions

1 post/week Facebook.com/PurinaPigs

10,000+ fans

Monthly Communications Provide timely management tips and ideas Monthly Email

Feed Greatness Trial Program

Move pig owners from “consideration” phase to “trial” phase on Nature’s Match

Always on Nationwide

Swine New Products & Innovations

• EcoCare® relaunch with feed additive product to address larger commercial producers needs for grower diet feed additive to drive ADG, address manure management, and reduce ammonia

• UC Gel is a proprietary, patented product that doesn’t exist elsewhere in market, and we are planning an UltraCare® Gel Pouch

• Next Generation PUSH™

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2019 Content Calendar

SNAPSHOT OF ANIMAL WELLNESS & NUTRITION TOPICS AND WHEN THEY SHOULD BE SHARED

ANIMAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Dairy Transition Cow ManagementDairy Heat Stress/Fly Control PrepDairy Program FeedingDairy Cold Stress/Seasonal Transition

Swine Repeat Feed Intake in the NurserySwine Minimizing Sow Heat StressSwine Manure ManagementSwine Increasing Early Nursery Feed Intake

Cattle Wind and Rain Storm Mineral

Cattle Fly Control

Cattle Breeding/Hi-Fat

Cattle Breeding/All Seasons Program

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Thank You!

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Appendix

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Customer Community

Where do I find the Login location | bottom of Purinamills.com website page

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Site Search Function

Accessing all Dairy Tools | Type into Site Search Dairy AND Toolbox