Beef. It’s What’s for Dinner in a Millennial Age
with Heather Buckmaster, Executive Director, Oklahoma Beef Council
In 2014, the Beef Checkoff moved to a 100 percent digital marketing approach, moving “Beef. It’s What’s for Dinner” advertising from broadcast media to the smartphone. Hear the story behind those decisions and the challenges in communicating this approach with many “old school” stakeholders and the steps taken to overcome them.
Heather Buckmaster grew up on a wheat and cattle farm in Hydro, Oklahoma. She has a B.S. and M.S. in Agriculture Economics from Oklahoma State University. Before beginning her career, Heather took a small detour and spent two years as a US Peace Corps Volunteer in The Gambia, West Africa working with women agriculture groups.
She spent seven years as the Director of Marketing for the Colorado Beef Council where she was responsible for all advertising, foodservice/retail promotions, producer communications, issues response and sports marketing programs. Her role in the organization meant in one week she could be speaking to cattle ranchers at a county cattlemen’s meeting, discussing beef promotions with major retailers, laying out the broadcast media plan for the year and writing radio spots for professional athletes.
Heather has served as the executive director for the Oklahoma Beef Council since 2005. The core mission of the Oklahoma Beef Council is to enhance beef demand by strengthening consumer trust and exceeding consumer expectations. The diversity of activities continues in her current role. As the executive director, she is responsible for overseeing the administration, strategic plans and programs for the organization representing Oklahoma’s 50,000 farming and ranching families. This includes investments in state, national and international programs designed to drive demand for beef.
The luncheon will be held at the Boldt Construction building at 100 W. Hefner Rd. Oklahoma City, OK 73114 (Click here for a Google Map). Please be sure to get there in time for networking — from 11:30 a.m. to 12 p.m. The actual luncheon will be from 12 p.m. to 1 p.m.
IABC Members and Students pay only $20 per person. Non-members are welcome for $30 each. If you have any questions about registration or want to RSVP but want to pay at the door, send us an email and we'll get you all fixed up.