NATIONAL EFFORTS
Reduce redundancy by
developing national
branding and messaging;
conduct national design
awards.
REGIONAL EFFORTS
Adapt national
messaging for most
impactful regional
delivery; conduct
regional design awards
The CMU Checkoff Initiative was created by producers frustrated with continual loss of market share. That frustration was compounded when program ideas surfaced that could drive demand, but there was no way to fund multi-year, well-funded programs that would change outdated perceptions of CMU.