United Dairy

Industry of Michigan

Campaign

Created by:
Grace O'Brien, Arianna Morseau,
Drew Rudlaff, Wrigley Fields,
and Morghan Guynn

Moooove over almonds,

dairy’s back in!
Meet The Team
Executive Summary
The situation that UDIM encounters is being able to
navigate the controversy around the dairy industry,
and establish a positive reputation for Michigan
dairy farmers. UDIM wants to increase their Gen Z
consumer base by establishing meaningful
connections, with young adults, that are fueled by
strategies and implement customer value,
engagement, and education. As non-dairy products
become increasingly more popular among the Gen Z
population, UDIM must educate these individuals
about the benefits that dairy has within a daily diet,
and how it can fit into a college lifestyle.
 Contents
Introduction____________________________________________1
Big Idea_________________________________________________2
SWOT__________________________________________________3
Situation Analysis_______________________________________4
Audience Analysis_______________________________________5
Primary Research________________________________________7
Secondary Research______________________________________15
Objective 1_______________________________________________28
Objective 2_______________________________________________30
Objective 3_______________________________________________34
Budget___________________________________________________37
Timeline_________________________________________________38
Final Evaluation__________________________________________39
References_______________________________________________40
Appendices______________________________________________45
 1

Introduction
The intended purpose of this document is to aid in
redirecting The United Dairy Industry of Michigan’s
(UDIM) current public relations program and
implement a strategic plan for the Conquer with Milk
Campaign. UDIM is a non-profit organization that is
committed to raising awareness about the significance
of dairy in a well rounded diet. UDIM takes pride in
their Michigan farmers and wants to educate their
public on the nutrients that only dairy is able to
provide. For this campaign, the research team works on
an integrated communications plan that executes
experimental marketing strategies. These strategies are
tailored to UDIM’s target audience, Gen Z audience,
specifically 18-23 years old. Experiential marketing was
defined by the client as marketing strategies based on
construction of memorable and unique customer
experiences. In-return this allows for their to be an
emotional connection between UDIM and their target
audience.
2

idea:
To educate
Gen Z about dairy
through experiential
marketing &
E-Learning

Dairy is the new Black!

 3
SWOT Analysis

S trengths
Health benefits- Natural source for vitamin A, vitamin D, zinc, calcium, and
protein. These nutrients assist in immunity boosting.
Dairy is nostalgic, and is a comfort food for many
UDIM also takes pride in their sustainability, as they have numerous ways
reducing their carbon footprint and re-using and recycling resources.
UDIM animal treatment polices are of upmost importance. They prioritize
their cows health and care.

Weaknesses
Does not have a strong campaign targeted toward Gen Z students
Limited understanding of target audience's wants and needs
In the competition brief, they state many benefits of consuming dairy
products, but do not promote these benefits in a way that is exciting for Gen Z
students
The beverage market with the increase of non-dairy products and the increase
in popularity for sport/energy drinks.

Opportunities
Consumer relationships through coordinated media agendas.
Utilizing community relations by creating more partnerships for sponsoring
give-back programs.
Emotional connections via interactive activities sponsored by UDIM.

Threats
Growing negative stigmas around the treatment of cows and animals used to in
the creation of dairy products.
Growing negative stigmas about the effects that milk has on the body, and the
how it can negatively impact one's health.
The large number of lactose intolerance seen within the growing population.
4

Situation Analysis
Due to the rise in veganism and environmentalism within
the Gen Z population, among other things, the UDIM has
experiences a lack of interest and engagement of the diary
industry within the ages of 18-23. Within this generation, the
diary industry is faced with social and moral controversy,
health concerns, and overall a disinterest in the consumption
of dairy products.

Dairy products also face the competition of products that

achieve the same benefits as true dairy products, yet skip out
on some of the negative affects dairy may have. This includes
"diary free" substitutes, sports drinks that focus to provide
energy and protein, etc. The UDIM would like to work to
reengage this age group with the dairy industry and their
consumption for Michigan diary products in a way that
relates, excites, and educates Gen Z. The UDIM also will
need to establish a more positive reputation within these
ages for a higher probability at maintaining reoccurring
customers within this generation.
 5
Audience Analysis
Values
Gen Z Analysis
Diversity
Beverage Choice

54% 38% Reporting higher rates of

anxiety, depression, and distress Inclusivity
agree that ice-coffee is Regularly purchase than any other age group
there most frequently smoothies and
purchases drink energy drinks Most sober
generation
Transparency
60%
likely to drink
alcohol

How important is health

and fitness in your life?
46% 15%
Gen Z is Into Exercise and Health Important Not Interested
Passion

48%
Goes to the gym several
times a week

24%
Goes to the gym several
times a month 39%
I Like it

How they view themselves

F eel d
i ff
creative and unique th e g e e r e n t fr o m
n er a t
approaches to change cam e ions w Digital
b efo r ho
e us Natives

Embracing our identities

while simultaneously
accepting others
6

Audience Analysis
Research was done to conduct information about Gen Z and their drinking habits in relation to dairy
and/or other products. Overall, it was found that Gen Z puts an emphasis on health and fitness more
than the general population may think. This can skew their interest in products in relation to dairy or
beverages. The most common theme of purchases with this age range is beverages that provide energy
and/or health benefits such as caffeine or electrolytes. Statistics also show that Gen Z’s most popular
drink is coffee. The CSP Daily News source even stated; “According to Technomic’s 2018 Generational
report, cold or iced coffee is Gen Z’s most-frequently purchased drink; 56% of Gen Z say they have
purchased it from a foodservice location in the last month (and that number is higher among younger
Gen Z, ages 18- to 21-years old). Following cold coffee is hot coffee, which 54% say they’ve bought.”

Smoothies and sports drinks are also more popular throughout the generation, with 38% of Gen Z
stating that they purchase these items on the regular. (CSP Daily News, 2022) These smoothies and
sports drinks also fall under the line of energy and health benefits. Milk was not found strictly listed as
a sports drink or another specific category.

Gen Z consumers, meanwhile, view themselves as “creative and unique” in their life (Marketing to
Generation Z, US report, 2021. It further states that, “They feel this differentiates them from the
generations who came before them,” Gen Z personals feel unique and want to demonstrate individual
expression. This bleeds over into their decision making process when purchasing a good or service.
They prefer brands that allow them to personalize their product or service. Gen Zers care about
individual identity, and this becomes a means for consumption. “Gen Z are willing to pay a premium
for products that highlight their individuality” (McKinsey & Co., 2022).

Gen Zers are digital natives, the earliest youth to be exposed to the internet, social media, and mobile
devices. They are used to having vast amounts of information at their disposal, and form their personal
values. They believe in the importance of dialogue, diversity, and transparency. These same values they
expect companies to display. Contrarily social media has affected Gen Zers mental health, exspecailly
since the COVID-19 pandemic. “They are reporting higher rates of anxiety, depression, and distress
than any other age group,” (McKinsey & Co., 2022). It was also discover that 37% of Gen Zers prefer
Instagram, 34% prefer TikTok, 14% prefer twitter, 12% prefer other social media platforms such as
LinkdIn and Snapchat (McKinsey & Co., 2022).
 7

Primary Research
Methodology for Survey

Upon conducting second research, the team composed 19

survey questions that were intended to reach between 100
and 300 respondents through the Qualtrics survey
software.

Beyond the survey, the team constructed two QR code

embedded flyers that were placed in 75 locations across
GVSU campus.

To gather the most accurate data on college aged students

18-23 we expanded our research to Grand Valley
University, Michigan State University, Western Michigan
University, and University of Michigan.
 Survey Analysis Dairy Consumed
Most

Overview

39%
Cheese
Milk
Milk Milk

Ice-cream
view
96% 94% 66% nutrition
labels Yogurt
Grown up
Currently Believe milk is
consuming dairy
Consuming nutritious
products
dairy Milk

Carbonated beverage or milk Least

56% 32% 12% Influential Factors

Most

Price
53%
would pay a premium
for healthier foods or
Nutrition
Carbonated Beverage Unsure Milk locally sourced Label

Locally
Recyclable
64.62% of respondents Sourced
found milk to be regularly
57.33 % packaging makes a available on campus.
difference
Company
Values
Would purchase from
1.
companies that have goals
30% that coincide with their Brands
1.
beliefs Identity
2.

Actually purchase from

2. Peer
65% companies that have Trends
their same ideals
Least
 9
Survey Content Analysis
Primary Research was conducted in order to gain further insight on Gen Z’s
opinions, habits, and interactions with the dairy industry. The survey was
performed with the intention of providing data towards the UDI campaign, that
ensures a more successful outcome towards their goals. Those goals being to
educate the Gen Z population on the benefits of consuming dairy products,
encourage them to include dairy in their diets, and by doing so build meaningful
relationships with UDIM. We collected data on 232 college students. 88.79%
being from Grand Valley University, 1.79% from Western Michigan University,
1.79% from Michigan State University, .90% from Michigan University, and 6.73%
reported being from another Michigan located university, or currently not
enrolled in college. Other universities that students reported being enrolled in
were Ferris State University, Grand Rapids Community College, Kent State
University, Calvin University, Kalamazoo College, Arizona State University, and
additional Michigan Universities.

96.41% of surveyors agreed that they had grown up consuming dairy products,
while 94.87% admitted to currently consuming dairy products. Seven out of eight
respondents, who do not currently consume dairy products, accounted for it
being lactose intolerant. While a single respondent's reasoning was that, they
believed it to be disgusting. It was also discovered that 64.62% of respondents
found milk to be regularly available on campus.

We were also intrigued by what dairy products would be the most consumed by
our Gen Z sample size. We asked our respondents to rank what dairy products
they consumed the most. The average rank for the following dairy products from
most consumed to least was: Cheese, ice-cream, yogurt, milk, and other. The data
can be seen down below in figure 1.

Figure 1
10
66.67% of respondents drink milk in their leisure time, while 25.56% of those only
consume dairy for special occasions. 7.78% responded that they only consume
dairy with their main meals. 36.41% of students consume dairy products 6-7 days
a week. And 29.74% of those claimed to consume milk 4-5 days a week. The full
data can be seen down below in figure 2.
Figure 2

To our surprise, 66% of respondents said they found milk to be beneficial

towards their health, while 24% claimed otherwise, and 9.16% said they were
unsure. 60.67% of respondents do not look or sometimes look at nutritional
information on products they consume. While less than half, 39.33% of Gen Z
respondents view nutritional labels on products they consume. Nonetheless,
56% would rather consume a carbonated beverage over milk. This information
is crucial as it factors carbonated beverages, as one of UDIMs major
competitors. It also demonstrates that 56% of respondents would prefer a
carbonated beverage over milk even though the nutritional value is non-
comparable between the two.

When asking a sample of the Gen Z population about what factors influence
their food choices, we discerned that price and nutritional labels were primary
factors. Closely following this was locally sourced, company values, brands
identities, and lastly peer trends. The full data can be viewed down below.

Figure 3
 11
Price was discerned for the most influential aspect to Gen z's food choices. That
being said, When asking surveyors if they would pay a premium for healthier
foods, 53.33% responded with yes. We followed this question up by asking if
respondents would pay a premium for locally sourced food, and there was a
slight difference with 53.69% answering yes. It was also established that students
were more inclined to purchase a product with recyclable packaging. As 57.33 %
of respondents confirmed this would influence their decisions in purchasing a
product. However, this factor is not directly correlated with boxed milk since
57.05% of respondents would not be more inclined to purchase milk if it was sold
in box packaging. It is observed that even though Gen z's largest influence on
food choices is price, they are still willing to pay a premium for healthier foods,
locally sourced food, and recyclable packaging when possible.

We surveyed the likelihood of our respondents preferring to purchase from

companies that have goals that coincide with their beliefs, and 65.33% agreed.
However, when asked if they actually purchase from companies that have their
same ideals, the results become much more split. 30% of respondents said yes,
while 41.33% of respondents did not, and 28.67% were unsure. This makes sense,
since the Gen z observed are between the ages of 18 and 23, and individuals are
not the most financially secure during this time. Especially college students,
according to a study done by the American Psychological Association in 2019,
“More than a third of college students in the United States lack enough to eat
and stable housing” ( Reppond, 2019). The following data can be seen below in
figure 4.
Figure 4

We also considered asking our respondents directly about food pantries since
this came up during the client meeting. We asked our servers to rank from one to
ten, personally, how important it is to donate to food pantries. The majority was
five and up, however it wasn't as dramatic of a result, as we initially thought it
12
would be. Instead the results were within the spread of 5 and 10. It seems like
food pantries are a concern, however perhaps not top of mind for Gen Z. The full
data can be viewed down below in figure 5.
Figure 5

Our research team also wanted to gather information specifically on Gen Z’s
opinions towards some of the major concerns within the dairy industry. We
included animal treatment, global warming, lactose intolerance, and general
beliefs. We deciphered that the leading concern for our responses was animal
treatment with a mean of 60.51 and following this global warming with a mean of
50.99. The following data can be further examined down below in figure 6.

Figure 6
 13

Primary Research
Methodology for Focus Groups
Each member of the team gathered participants for five focus groups. They
created a total of nine questions to direct conversation. In the focus groups, they
gathered information about their opinions on the dairy industry, their usage
amount, preference on packaging, their environmental and social habits, their
nutrition preferences and what they feel makes a brand stand out. Each focus
group was conducted via Zoom and lasted between 10 and 30 minutes.

Focus Group Questions

1. Do you personally use dairy products? Why or why not?

2. What are your thoughts on the dairy industry? Do these opinions affect whether or not
you consume dairy products?
3. What product do you use to replace dairy products in terms of vitamins and such?
4. When purchasing food products, do you consider the vitamins and nutrients or is price
the main factor?
5. Under what circumstances do you consume dairy products?
6. How do dairy products leave you feeling? ex) settled stomach, nauseous, bloated, break-
outs, relaxed etc.
7. Do you find yourself paying attention to packaging of dairy products? (milk
specifically)
8. Do you find yourself putting milk into your coffee, hot chocolate or tea, and is this how
you consume most of your dairy?
9. Do you donate to charity/ food pantries?
10. What makes you like or dislike a brand? (Social media identity?)
14

Focus Groups: Findings

Composed below is a list of the most common answers given by
participants for each question asked. please use the question number
to locate the full question on the following page if you wish to do so.

#1. 70%
of participants consume dairy products in their
everyday life.

#2. 60%
participants stated they were aware of the controversies of the dairy
industry, but it had no impact on their consumption choices.

#3. 45% participants don't take supplements because they get their
vitamins through dairy products.

#4. 70%
participants say that price is the main factor they consider when
purchasing dairy products

#5. 65% participants say that milk is the dairy product they find
themselves using the most on a daily-basis.

#6. 45%
participants stated that they felt perfectly fine after consuming
dairy products.

#7. 40%
participants said that the packaging of dairy products isn't something
they specifically pay attention to, but takes notice when it changes
because they check to make sure its the correct product.

#8. 90% participants stated they use milk in their beverages on a more
regular basis, yet it is not the main source of dairy intake.

#9. 75%
participants do not donate to food pantries and/or charity
due to finances, although most agree it is important to do so

#10. 60%
participants stated that the main determining factor on if they
like a brand or not, is based on the quality of their product.
 15
Secondary Research
Methodology for Survey

The following secondary research was conducted in order to gain background

information to assist the researchers in implementing effective communication
strategies for the Conquer With Milk campaign. The secondary research will
allow for insight on how the United Dairy Industry will effectively educate 18-23
year olds on the benefits of consuming dairy and encourage them to purchase
from Michigan dairy farmers. Each of the researchers gathered four to five
scholarly journals that were chosen based on scholastic credibility, peer reviewed,
or written by researchers with valid credentials. The researchers then evaluated
them depending on the evidence presented, well-reasoned theories, arguments,
relevance, and overall discussion. From there, essential information was extracted
from these scholarly journals for the purpose of answering the research question,
“How can we encourage more 18-23 year olds to consume Michigan dairy
products?” Secondary research was conducted in order to discover 18-23 year olds
current opinions of dairy foods and the dairy industry and how it can be
improved. Additionally, there was an investigation on how there could be an
emotional connection created between these individuals and UDIM. The
information gathered in the secondary research phase will be the foundation for
developing objectives, strategies, and tactics for the Conquer With Milk
campaign.
16
Secondary Research Overview
Gen Z Dairy Trends
Rising vegan population lead by Gen Z, causing there to be segmentation in
the dairy market.
Gen Z care about the quality of the product and how nutritious it is
Dairy is nostalgic and comforting to many Gen Zer
Milk Production in Michigan
Since 2000, Michigan cow numbers have increased by 40%
In January 2022, Michigan produced 980 million pounds of milk. This was
3.5% less than it was the previous year
Milk prices in Detroit (Michigan) are lower than the U.S. simple average.
Type of Milk U.S. Simple Average Detroit, MI

Conventional Whole Milk $4.41 $3.77

Conventional Reduced Fat 2% Milk $4.34 $3.77

Organic Whole Milk $4.72 $3.89

Organic Reduced Fat 2% Milk $4.72 $3.89

In the U.S...
Whole milk consumption increased 0.5% and is considered the most popular variety of
conventional milk
Revenues have risen $900 million over the past two years
Dairy Creates Jobs and Supports Small Businesses
The Michigan dairy industry has an economic impact of $15.7 billion annually
The dairy industry generates 40,000 jobs
In July of 2021, it was found that 97% of dairy farms in Michigan were family owned, with
many of them being owned by multiple generations
Business Partners & Campaigns
UDIM & Anthem Blue Cross — Food Pantry Donations
Eastern Michigan Free Throw Campaign
UDIM & Fuel Up to Play 60
UDIM & Square One Design — Michigan K-12 Schools
Milk Advertising History
After World War II, the United States government decided that milk was a necessary,
and vital part of one's diet so they partnered with public school systems.
GOT Milk Campaign- 1993
Partnered with celebrities who were involved in commercials with the famous milk stash.
Advertising the health benefits

The Concerns with the Dairy Industry

Animal rights activists have been targeting the milk and dairy industry in the past several
years, due to the treatment that they feel cows are receiving
over thirty-six percent of the United States sufferers from lactose intolerance
 17
Gen Z Dairy Trends
Gen-Z is UDIM’s target audience, thus completing secondary research on their opinions about
the dairy industry is a necessary step within this campaign. In doing so we are more likely to have
an accurate representation of Gen-Z opinions and preferences when it comes to the dairy
industry. Which allows us to be certain that our campaign strategies will accurately depict the
target audience and connect with them. According to a 2021 report from The NPD Group,
millennials, and Gen Z are gravitating toward plant-based offerings. The company forecasts
continued growth for both dairy and meat plant-based alternatives, driven almost entirely by
these two generations, who choose those products for health, sustainability, and animal welfare
reasons (Canning, 2022).

In terms of what the target audience feels about dairy or what they may desire in brands, the
results posed for an interesting finding. According to research, Gen Z tends to care about the
nutritional facts of their foods and dairy products. Furthermore, it was found that the fact that
dairy naturally contains high amounts of fat and other substances could be steering them away
from dairy purchases. Specifically, “39% of 18-35-year-olds stated they felt dairy products
contained too much fat, and 34% claimed that dairy products contained too much sugar
(Morrison, 2022)” And better yet, grocery gazette stated these statistics to find these results: “Our
research found that nearly three-quarters of 18-35-year-olds who are eating less dairy are happy to
consider eating more dairy products if they could try products with less fat and sugars (Morrison,
2022).

This is one of the reasons why there is a shift from dairy to non-dairy products. Another large
factor is, it being estimated that 36% of people are lactose intolerant (NIDDK, 2018) The
following ethnic groups are also more likely to have lactose intolerance: African Americans,
American Indians, Asian Americans, and Hispanic/Latinos. “Geographically, North America is
expected to dominate throughout the forthcoming years by procuring the largest plant-based
milk market share, due to the rising vegan population (Fortune Business Insights, 2022). For those
whose stomachs can handle dairy products, it's common for dairy to be comforting and nostalgic.
“Emerging research suggests that dairy plays a role in reducing stress — or an overall calming
effect — through a few of its innate properties” (WAdairy, 2022)
18
Milk Production in Michigan
In 2020, Michigan ranked first in the nation for the number of pounds of milk produced per
dairy cow annually at 26,875. They also ranked sixth in the nation for total pounds of milk
produced at a whopping 11.56 billion pounds. Since 2000, Michigan cow numbers have
increased by 40% and the size of milk production has doubled. By 2020, Michigan had 1206
permitted dairy farms and 92 licensed dairy processing plants (Michigan Department of
Agriculture and Rural Development, 2022). By 2021, Michigan had 117 licensed dairy
processing facilities. 55 of them used robots to milk their cows, with a total of 243 robotic
milking units. They also have 137 pasteurizer units (Michigan Department of Agriculture &
Rural Development, 2021). In January 2022, Michigan produced 980 million pounds of milk,
which was 3.5% lesser than it was in January 2021, and production per cow in Michigan
averaged 2,280 pounds (United States Department of Agriculture National Agricultural
Statistics Service Great Lakes Region, 2022). The average cow in Michigan produces enough
milk to fill six one gallon jugs every day. The average cow also drinks 30 to 50 gallons of water
every day (Green Meadow Farms, Inc.). In February 2022, the Michigan Milk Producers
Association brought home almost half of the National Dairy Quality Awards. 21 of their
member farms were nationally recognized and they earned one platinum award, eight gold
awards and twelve silver awards (Bohnert, 2022).

Fluid milk is on the decline, but cheese, butter, yogurt and sour cream are up. Although fluid
milk is on a decline, whole milk consumption increased 0.5 percent and is considered the most
popular variety of conventional milk. Despite fluid milk sales being down, the revenues have
risen $900 million over the past two years because grocery-store milk prices have increased.
According to the National Milk Producers Federation, it’s “a bigger gain than plant-based

beverages, which saw sales of their more-expensive products rise only $513 million” (National
Milk Producers Federation, 2022). In September 2022, the U.S. simple average price for milk
was $4.41 per gallon for conventional whole milk (in comparison of $3.77 for Detroit), $4.34 per
gallon for conventional reduced fat 2% milk (in comparison of $3.77 for Detroit), $4.72 per half
gallon organic whole milk (in comparison of $3.89 for Detroit), and $4.72 per half gallon
organic reduced fat 2% milk (in comparison of $3.89 for Detroit). This means that milk prices
in Detroit, Michigan, are lower than the U.S. simple average. The data from this was collected
by the Market Administrator offices, who surveyed one outlet in the largest, second largest and
 19
third largest food store chain in selected cities. The same outlet is surveyed each month and is
conducted between the first and tenth of each month. The price is also obtained from the most
common brand, which is observed through shelf space. It also does not take into account sale
prices or coupons (United States Department of Agriculture, 2022).

Milk Production Laws

There are three types of milk laws. The first type is the Manufacturing Milk Law, which covers
dairy products like cheese, butter and ice cream. The second and third laws are the Grade A
Milk Law and the PMO, which covers fluid milk, sour cream, yogurt and cottage cheese. In
order for a processor to produce and sell dairy products, they must obtain a license from the
Michigan Department of Agriculture and Rural Development (MDARD). There are a lot of
laws and rules that go into milk production. When choosing a location for a dairy plant,
processors consider the way wind blows so that manure storage does not blow directly into the
processing area. Water runoff needs to be considered too, so that heavy rains don’t push
manure into areas where it can contaminate the processing area. They must have air filtering
devices installed to prevent dirt and dust from entering the premises and exhaust outlets and
self-closing louvers to keep out insects. Toilet facilities must conform to the State of Michigan
regulations. They are allowed to be located in the plant but must not be next to any room
where milk products are being processed. They have to be enclosed with tight-fitting doors, in
clean condition, and with good ventilation and lighting. All water supplies are inspected and
sampled by MDARD, and the local health department must approve the location of the well.
In addition to this, they must be easily accessible and of sanitary quality. The sanitary piping,
fittings and connections that are involved with milk must also consist of smooth, corrosion-
resistant, impervious, non-toxic, easily cleanable material and in good repair (Michigan
Department of Agriculture).

\The location has to be accessible for trucks. Employees and visitors must wear clean clothes and
footwear and cover their hair and beards when entering the premises. Employees who work near
the livestock also have to shower and change their clothes before entering the processing plant.
These measures are put into place to prevent the spread of pathogenic organisms. The leading
cause of product recalls are post pasteurization contamination of dairy products. This is where
bacteria like salmonella, coliform, campylobacter and many more cause health threats to the
public. Before pasteurization, all raw products must be added. If they are added after a product
has been pasteurized, the product has to be pasteurized again to prevent contamination and
20
and health threats. According to the Summary of Requirements for Michigan Dairy Processing
Plants, a way to keep this from happening is that there has to be separate rooms for “1. The
pasteurizing, processing, cooling, reconstitution, condensing, drying and packaging of milk and
milk products. 2. Packaging of dry milk or milk products. 3. The cleaning of milk cans and
containers, bottles, cases and dry milk or milk product containers. 4. The fabrication of
containers and closures for milk and milk products. 5. Cleaning and sanitizing facilities for milk
tank trucks in milk plants receiving milk or whey in such tanks. 6. Receiving cans of milk and
milk products in milk plants receiving such cans. 7. Boiler room or shop/utility room. 8. A
separate room is required for the cleaning and preparation of bulk cheese and also a separate
room for the cutting and wrapping operation.” Vehicles used for transport have to be maintained
at 45ºF or less to protect the products from contamination. Each owner of a milk truck also has to
be licensed as a milk transportation company. MDARD then assigns an ID and/or permit
number for each vehicle, and all vehicles have to be clearly marked with their name and address
(Michigan Department of Agriculture). In 1948, Michigan was the first state to require all milk to
be pasteurized (Department of Agriculture & Rural Development). Fermentation is the process
to produce aged cheese, kefir, yogurt and other products. This process reduces lactose content,
alters protein antigens and affects bacterial composition (Katch, 2020). Flavored milk contains
the same essential nutrients as unflavored milk. This includes calcium, potassium, phosphorus,
protein, vitamin A, D, B12, riboflavin and niacin. When it comes to fat-free, low-fat, reduced-fat
and whole milk, no sugars are added (Nichols, 2016).

According to the Summary of Requirements for Michigan Dairy Processing Plants, when
testing “Grade ‘A’ and Manufacturing Milk and Milk Products… at least four samples of raw
milk for pasteurization, heat-treated milk products or pasteurized milk and milk products shall
be collected by MDARD [in a period of six months. However] normal practice is for MDARD
to collect samples from each facility monthly.” Producer security is another element as it’s
required in transactions to make sure dairy plants that purchase their milk from other farms

are paying said farmers. If a packaged dairy product is returned, the milk product should be
stored in an identifiable area and should not be re-processed (Michigan Department of
Agriculture). Michigan’s dairy industry exports to Canada, Mexico, Japan, South Korea and
China. The percent of audited milk safety inspects that met the national enforcement standards
was 98.2%, the percent of dairy farms complying with regulatory requirements on routine
inspections with 84.6%, and the percent of dairy farms complying with regulatory requirements
on follow-up inspects was 81% (Michigan Department of Agriculture and Rural Development,
2022).
 21
Dairy Creates Jobs and Supports Small Businesses
The dairy industry in Michigan is a major agricultural industry in the state with an economic
impact of $15.7 billion annually. They generate 40,000 jobs both on and off the farm. The
economic impact is due in part to the technologies used on the farm, including automated
robot milking systems and artisanal cheese makers (Michigan Department of Agriculture &
Rural Development, 2021). In Michigan, there are almost 90 dairy processing plants. They
bottle milk into gallon, half-gallon, and pint-size containers and process cheese, ice cream,
yogurt, dry powdered producers and infant formula. To keep track of which milk comes from
which farm, each unit of milk is identified by a 5-digit code. The dairy industry in Michigan
provides jobs to local veterinarians, farm employers and equipment dealers. Milk Means More
reports that “one dollar spent locally generates twice as much income for the local economy”
in the dairy industry. In July 2021, Michigan had over 1,000 dairy farm families which took care
of 445,000 cows. The average of each herd was a little over 300 cows. Also in July of 2021, it was
found that 97% of dairy farms in Michigan were family owned, with many of them being
owned by multiple generations (United Dairy Industry of Michigan, 2021). Milk consumption
is down 42% from 1975, which has taken a toll on dairy farmers. Almost every year since then,
American’s have opted for other alternatives, like water, coffee, tea and plant-based
alternatives. From 2007 to 2017, the number of Michigan licensed dairy farms dropped by 18%.
This decrease was driven by farm consolidation, meaning it’s harder for smaller dairies to keep
up with the bigger dairies (David, 2022).

Business Partners & Campaigns

The United Dairy Industry of Michigan has done a lot to serve our state of Michigan and
provide not only resources but services for schools, communities, and individuals all across the
state. Looking at some of the previous campaigns the United Dairy Industry of Michigan has
conducted was intriguing. Let's take a look at some of the previous campaigns that were
successful and some of the business partners that were brought in to help achieve the

overarching goal set forth by the United Dairy Industry of Michigan when creating and
implementing these campaigns. They have partnered with insurance companies, all the way to
elementary schools in the state of Michigan. Here are some of the most successful campaigns
produced by UDIM:
22
The United Dairy Industry of Michigan partnered up with Anthem Blue Cross Blue Shield of
Michigan , and Blue Cross Complete, and they had food pantries around the state of Michigan
send in applications that would allow them to be eligible to earn $500 worth of fresh
resources. UDIM and partners also took into consideration that fresh dairy products and
resources need to be stored appropriately, so they implemented a grant for food pantries to
request up to $2000 for infrastructure updates. All in all, a single food pantry can’t receive
more than $2500 for the calendar year.

This campaign was created to achieve one goal set forth by the UDIM and partners, “United
Dairy Industry of Michigan, Blue Cross Blue Shield of Michigan and Blue Cross Complete are
proud to partner with food pantries to provide dairy foods, equipment and resources
supporting an increase in distribution of dairy foods and other fresh food options to clients.
Our goal is that all clients visiting Michigan’s food pantries have access to nutrient-rich dairy
foods and, when possible, fresh vegetables and fruit.” (UDIM, 2022).

For the 2022 calendar year, all grants have been given out, and this impact has indeed allowed
multiple food pantries across the state of Michigan to not only be equipped with the proper
resources for their patrons, but also the proper facilities and infrastructure needed to make
sure that these products are stored safely and properly. It is also important to note that the
UDIM and partners make accommodations for food pantries that may have a system already
in place in how they receive and purchase their goods for their patrons. If this is the case for
certain food pantries, the UDIM disclosed that, “Food pantries are eligible to apply for up to
$500 in dairy match funding. If a food pantry purchases dairy foods from their food bank or a
local retailer, they can receive matching funds to purchase additional dairy foods. Eligible
dairy foods include milk, cheese, yogurt and cottage cheese.” (UDIM, 2022). This campaign was
not only accommodating for food pantries, but impacted food pantries across the state in a
great way. Another fantastic campaign that was implemented that strongly captured the Gen
Z target audience was the Eastern Michigan University free thrown campaign. For the 2016-
2017 basketball season, the United Dairy Industry of Michigan produced a campaign that
 23

Eastern Michigan Free Throw Campaign

allowed for money to be donated for every free throw made between not only the mens
basketball team, but also the womens basketball team, allowing for a bigger margin of growth.
Throughout the 30 games played at home, the two basketball teams were able to make a
whopping $1000 that would be donated to the local Swoop’s Food Pantry on Eastern
Michigan’s campus.

This campaign was created to accomplish two goals. One of the goals by UDIM, was providing
money for dairy products to food pantries would eliminate a growing problem we are facing,
“Dairy products are often one of the most requested items at food pantries, however, due to
the fact that they are perishable, they are most often not available” (EMU, 2017). By providing
these products in a such a competitive and fun fashion, UDIM was also able to get the target
audience of Gen Z on board with participating which in turn made for a better impact on
their own campus as Swoop’s Food Pantry, “is a campus-based organization that is run by a
leadership board consisting of EMU faculty, staff, students, and alumni volunteers. Its mission
is to provide current EMU students in need with food assistance and additional resources to
positively impact their well-being and college success” (EMU, 2017).

This was a successful campaign in terms of not only getting interaction out of the target
audience but they made this campaign a fun activity that not only provided good in return for
their own campus, but truly bettered the lives of students on campus by providing some of the
most important resources and materials they needed to receive proper nutrition. Not only did
it make dairy products fun, but it also provided encouragement and awareness.

UDIM & Fuel Up to Play 60

The United Dairy Industry of Michigan not only focuses on the importance of bringing dair
product awareness to Gen Z but also to all K-12 schools in the state of Michigan. One of the
programs they offer for students across Michigan is to participate in the Fuel Up to Play 60
campaign that they run in partnership with the Detroit Lions.
24
The mission of this campaign according to UDIM is that the,”United Dairy Industry of
Michigan continues to support and lead the national Fuel Up to Play 60 program here in our
great state of Michigan by offering schools the opportunity to take part in events designed to
excite and engage students in the nearly 3,000 schools enrolled in the program.” (UDIM, 2022).

This campaign is not only fully supported and funded by the United Dairy Industry of
Michigan, but it allows for students, who may not always have had the opportunity, to
participate in sporting events and then learn about the importance of taking care of your body
after working out with the proper nutritional products provided at the camps by UDIM.
Students get exclusive access to playing at Ford Field, home of the Detroit Lions, and it's not
only a learning experience, but a memory that the students get to take with them for the rest
of their life. This is a great campaign as not only does it provide nutritional information, but
it creates a memory that those individuals will look back on one day and when they think of it,
they will think of your company and product for putting the camp on.

By making the connection between your product which is in all of these students schools and
available to them and how it can benefit them in a hobby they are passionate about is a great
way for consumers to retain who you are and how they feel about your product, and this
campaign is a great way for accomplishing these goals through gaining consumers of a younger
generation who all have access to these same resources.

UDIM & Square One Design - Michigan K-12 Schools

The United Dairy Industry of Michigan has partnered with Michigan K-12 schools for years,
but in 2018, when they launched the Conquer With Milk campaign, they found an abundance
of success when implementing displays and mementos for students within their schools. With
wanting to take this idea to the next stage and implementing it into schools throughout
Michigan, they partnered with Square One Design in Grand Rapids, who created a full list of
visuals of what these strategies would look like.

According to Square One, the visuals were, “Inspired by the iconic black & white spots of
cows, we created a playful, kid-oriented campaign — Milk, it’s spot on — to meet students
wherever they go throughout their school day. Each age group received its own set of unique
Spot On posters, highlighting milk’s key benefits specific to their development and interests.
We also created a second set of Spotlight posters to delve deeper into important topics like
sustainability and supporting local farms.” (Square One, 2018).
 25
The United Dairy Industry of Michigan strategically planned this campaign so that it would
specifically target different students throughout all grades. For the younger grades, they were
given posters, display pieces, magnets, and toys. While on the other hand, UDIM targeted the
older students by inviting them to try out their “selfie wall”. Older students were invited to
“get spotted” with milk, using a targeting social media campaign to support engagement and
connect kids from across the state online. We designed and produced a custom selfie wall,
asking high schoolers to post their own messages about milk for a chance to win cow-spotted
sneakers.” (Square One, 2018).

This was a fantastic opportunity for UDIM & Square One Design to get all students of our K-
12 schools across Michigan to get involved in the movement of popularizing dairy products
and getting them all involved one way or the other.

Milk Advertising History

Milk advertisement dates back to the late 1800’s, early 1900’s with the main contributor to the
advertisement and promotion of milk being the United States government. After World War
II, the United States government decided that milk was a necessary, and vital part of one's
diet. Because of this, they partnered with the public school systems to provide milk at every
lunch time. This caused many people to begin drinking milk from a young age, even if it was
not provided to them at their home life.

This helps our campaign because this means that most kids have, at one point in their life,
participated in the consumption of dairy on a somewhat regular basis. This not only allows us
to figure out why one might have stopped, but it allows us to figure out the possible psyche
behind whether or not they felt it is good for you, or was simply forced upon them.

The main advertisement campaign that milk has received within recent times is known as the
Got Milk campaign. According to Berkeley University, this campaign began in 1993, and
turned around the declining sales of milk for the first time in over 20 years (Yan 4). In order to
do this, Got Milk used several different advertising methods in order to propel milk to the
forefront of the media.

The first method was celebrities. At the time, many movies such as Batman, Superman, and
The Simpsons were extremely popular. Because of this, Got Milk decided to use the wide and
broad target audience of these movies and tv shows to advertise their product. They starred in
26
these commercials as a famous face or their attention-getting characters from these famous
movies and shows sporting their very own milk mustache. The actors would then explain how
milk helped them to reach their goal, either as the character or as the actor, and then would
take a sip from a glass of milk to achieve their milk mustache. This would be campaigns calling
cards, followed by the celebrities simply asking the audience if they've got milk, or asking
them where their mustache is.

The second method was focusing on the health benefits of milk. Whole milk had been pushed
in the past as a healthy and balanced part of the human diet, it had always been done in a
rather boring way that was never able to capture the youth. With the use of these celebrities
and now body builders, they were able to show the more dynamic side of milk. They would
endorse either print media or commercial media of body builders or prolific athletes sporting
their very own milk mustache, and then egging on the audience by asking them where theirs
was. This was not only a great call to action, but a good dynamic way to explain the health
benefits of milk, and to show the audience what the result could be by looking at the famous
athlete on the screen.

These two methods show that the relationship between the media and the youth is extremely
important when looking at new generations. This can be observed and applied to the current
Gen Z campaign that is being worked on. Observing the success of connecting, and using
popular media from the era that you are targeting, one can cause the current generation of
youth to find the passion and drive for milk once again. With the use of new and popular
movies, actors, and athletes, one can show that milk is not only good for you, but something
that most of the people that they might look up to also use on a daily basis.

The Concerns with the Dairy Industry

Milk has been under fire recently more than ever for how the product is actually obtained, and
the ethic behind it. Not only has the method at which milk is obtained been looked at more
closely in recent years, but the statistics of whether or not milk is a healthy option and should
be incorporated into a person’s diet is also being looked at under a microscope. Because of
this, milk has been on the decline within recent years, and for a few specific reasons:

Animal rights activists have been targeting the milk and dairy industry in the past several
years, due to the treatment that they feel cows are receiving. Cows are currently an animal
within the farms of humans that is subject to artificial insemination. This means that cows in
27
the possession of farmers are not allowed to reproduce naturally as they would in the wild, but
are impregnated artificially by the farmers in order to produce offspring faster and more
constantly. On top of this, the new born calves are immediately taken from their mothers at
birth, and are often raised away from them. If born a female, the cow is put within a confined
pen, and remains by itself for most of its infancy until it can start producing milk for the
farmers. Males, however, are immediately shipped out to be raised until they are slightly older,
and then immediately slaughtered. Many people feel that this is not an ethical practice, and
that the dairy industry is stripping the lives from these cows. Although this has been proven
on several different occasions, this does not mean that the dairy industry must remain and is
always unethical. It has also been proven that not every dairy farm is capable of this, and that
if the cows are allowed to live out normal lives with their normal habitat conditions met, that
they can live very happy and fulfilling lives. Because of this, the campaign can use this
information to help provide reasons and closure to those worried about the ethical
implications that might be seen with the dairy industry. The campaign can focus on the
positives, and how the milk obtained for the companies represented was sourced ethically and
morally, and can even be seen on the farmers website as they can take a tour throughout to see
the living conditions that these cows reside in.

Another large issue with the health concerns of milk and dairy is the population percentage of
lactose intolerance Americans. According to the New York Times, over thirty-six percent of
the United States sufferers from lactose intolerance, and this can be a detriment to any milk
or dairy campaign (Jacobs 1). Because of this, the campaign must focus on more than just dairy.
It must focus on dairy products that can cater to the audience it is trying to reach, such as
products that do not contain lactose within it. The sugar lactose has been removed from
specific milk and dairy products to meet the needs of those who suffer from an intolerance to
it, but most are not aware of these products due to their advertising. Because of this, the
current campaign can learn and use this fact by pushing the fact that there are dairy products
for everyone, no matter the health complications. This way, a person can receive the nutrients,
vitamins, and health benefits of dairy without any of the repercussions they would face
normally.
28

Objective #1
Increase UDIM sales driven from Gen Z by 10% after the campaign runs(date).
After the initial client meeting it was evident that UDIM wanted to increase their rate of customers
that were within the age range of 18-23. The purpose of this objective is to provide students with
nutritional food that

Strategy 1: Provide incentives for college housed students to purchase dairy

products
College students often claim that dining hall food is not up to their expectations. During our focus
group, we had asked our respondents how they felt about their dining hall food experience. 17 out of
20 of our respondents agreed that the food was average and would often make them feel unwell, and
overall felt sluggish. The Michigan Daily reported on campus culture, specifically students' opinions
towards their dining halls. One student who attended University of Michigan described her dining
hall experience as, “it felt like something out of “The Twilight Zone.” It was like everything was the
same except shifted an inch to the left, ever so slightly different, (Ginsky et al., 2021).

Tactic 1: Coupon Book

By providing students a coupon book, UDIM is able to offer students the ability to have food that
reminds them of home. The coupon book will be an initiation to a relationship with UDIM, as it
invites new college students the ability to have fresh dairy products. For a view of a brief mock-up
the team created, visit Figure 7 in the appendices.
Tactic 2: Offering a coupon code raffle to college students.
UDIM will meet their target audience at their location by positioning themselves on campus during
move-in days at the four largest Michigan universities: Michigan State University, University of
Michigan, Wayne State University, and Grand Valley State University. During this event UDIM
will hand-out ice cream and provide a raffle for students to participate in. Since this is happening
on a summer day, and students are out exploring their new campus, the ice cream will catch their
attention. The raffle will be for a care package of dairy products that students can unitize in their
dorm rooms. There will be three to five packages given away. There will also be promotional
content provided for students to look at, that content is specific to dairy products that fit into the
lives of students. The table should include: An infographic of the items that are included in the
give-away package, an infographic of the benefits of those dairy products, and lastly the raffle
tickets and box to urge the student to remember the information. Students customarily visit the
store on move in day to stock their mini-fridge. This makes this tactic time sensitive, and
introduces students to the benefits of dairy early on in their college carrier.
 29
Objective #1
Tactic 3: Participating in the Meijer Back to College Event in August
(either a cash donation or by having free ice cream available)
With this tactic, the UDIM will host a table at the Meijer Mania events around Michigan colleges
with free ice cream on the table in exchange of a suggested donation for a charity of their choice.
Meijer Mania is a Meijer-sponsored event specifically for the engagement of college students at the
ages of 18-23, more specifically college freshman. Meijer Mania is full of great shopping deals,
games, a DJ, contests, coupons, etc. that engages the target audience. Meijer also pairs with
participating colleges to provide convenient transportation through the college bussing system to
and from the store event. This tactic combines a highly successful event hosted specifically for the
target audience, with a college student's interest in free items/services, along with a dairy product
that is a dessert loved by almost everyone, all for a good cause that is “bigger than themselves”.

. Natural. D
al
in a
g
iry
i
Or