Breakfast Matters Webinar Series Back to School: How to Market Your School Meals Program for a Successful Year August 11, 2016
Speakers Marla Caplon Director of the Department of Food and Nutrition Services Montgomery County Public Schools, MD Marla_R_Caplon@mcpsmd.org Kim Hurley Child Nutrition Supervisor Rowan-Salisbury School System, NC Kimberly.hurley@rss.k12.nc.us Dayle Hayes, MS, RD Nutrition for the Future, Inc. eatwellatschool@gmail.com
Back to School 2016 Make it a GREAT year !
Marketing to Students It’s really pretty simple…
Marketing to Students What students want: • Food that looks good • Food that tastes good • Predictability of menu • Predictability of product • Good customer service
Marketing to Students Find reasons and ways to make creativity work….. Don’t support reasons why it can’t work!
Marketing to Students What does this look like:
Important Concepts Build partnerships and develop relationships
Specialty Bars Burrito Bars Asian Bars
Can you afford it? You can’t not afford it!
Creativity = Student Acceptance After school programs
At Risk After School Suppers 2011 2012 2013 2014 2015 2016 89,031 182,106 202,789 238,063 299,860 393,576
Creativity = Student Acceptance Summer Food Service Program
Great summer for all!!! Summer Food Service Program
Summer Food Service Program 2011 2012 2013 2014 2015 Breakfasts 112,255 82,138 177,067 167,743 159,765 Lunches 155,822 131,440 253,198 251,273 277,718 Suppers 499 778 140 Total Meals 268,031 213,678 430,764 419,794 437,483
What’s new this year???
Farm to School • Keep the enthusiasm and momentum • Maximize the positive • Use every opportunity to educate and celebrate • Maintain relationships
Let’s Market Breakfast!
Why a Video? Our school system decided to do a video to market our breakfast cart in the high school. We felt that getting the students involved would help bring attention to our breakfast cart. It worked! We saw an increase in participation of about an average of 30-45 students per day visiting the breakfast cart.
Results Video Contest Increase visibility in your • Get your teachers breakfast cart station involved Grow your breakfast participation • Incorporate the video making process into the curriculum Building relationships with the school and students Winner will have video on the school district website and displayed throughout the school on TV’s
Dayle Hayes, MS, RD • Cheerleader for Excellence in School Health & Child Nutrition • Consultant to agencies, organizations & districts nationwide • 2013 Montana School Nutrition Professional of the Year (MT SNA) • Facebook School Meals That Rock • Twitter @SchoolMealsRock • Pinterest SchoolMealsThatRock • Blog SchoolMealsThatRock.org • Email SchoolMealsThatRock@gmail.com Maine SNA Conference ~ August 2016
#SocialMedia Marketing to Show Your #NSLW16 Spirit and to Take the #NSBW17 School Breakfast Challenge
Windham-Raymond (ME) Fun Friday Breakfast
Loudoun County (VA) Best Practices #SocialMedia
Pascagoula-Gautier (MS) SUDIA Breakfast Participation Winner
• Week-long celebrations with events, special menu options and other creative ideas #NSLW16 • Increase participation and visibility for lunch and breakfast October 10-14, 2016 programs • Educate parents, students and school community about the #NSBW17 importance of school meals related to academic success March 14-18, 2016 • Get everyone excited about social media and other ways to make healthy lunch and breakfast choices
Teachers Students Principals Parents
Haleyville High School (AL)
#SocialMedia Best Practices 1. Make a plan with partners and resources. 2. Post regularly (before/during/after event). 3. Use great photos, graphics and video. 4. Focus on short, positive text and comments. 5. Connect to the conversation with #hashtags. • #NSLW • #NSBW 6. Amplify the message by tagging others .
Bartow County, GA
October 10-14, 2016 https://schoolnutrition.org/nslw/
#NSBW17 Theme March 6-10, 2017 https://schoolnutrition.org/nsbw/
New for 2017: Punch Cards
New for 2017: Photo Booth • Themed backdrop to take pictures • Destination for students, staff and parents • Evergreen, extending beyond NSBW
New for 2017: Instagram Contest
• Students • School/Educators • Community Groups • State Child Nutrition • Dairy Council Affiliate • No Kid Hungry • FRAC
#SocialMedia Best Practices 1. Make a plan with partners and resources. 2. Post regularly (before/during/after event). 3. Use great photos, graphics and video. 4. Focus on short, positive text and comments. 5. Connect to the conversation with #hashtags. • #NSLW • #NSBW 6. Amplify the message by tagging others .
Dayle Hayes, MS, RD • Cheerleader for Excellence in School Health & Child Nutrition • Consultant to agencies, organizations & districts nationwide • 2013 Montana School Nutrition Professional of the Year (MT SNA) • Facebook School Meals That Rock • Twitter @SchoolMealsRock • Pinterest SchoolMealsThatRock • Blog SchoolMealsThatRock.org • Email SchoolMealsThatRock@gmail.com Maine SNA Conference ~ August 2016
QUESTIONS? Maine SNA Conference ~ August 2016
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