Making Summer Eats work for your Community Agenda The creation of - PowerPoint PPT Presentation

Making Summer Eats work for your Community

Agenda  The creation of Summer Eats  The importance of branding  Tools designed just for you this summer  Stories from the field  Using social media to maximize impact  Q&A 2 www.meals4kids.org

Acknowledgements 3 www.meals4kids.org

Presenters  Maura Ackerman – Director of Child Nutrition Outreach, Project Bread  Karibe Ibeh – Director of Food and Nutrition Services, YMCA of Greater Boston  Patrice Toomey — Assistant Director of Food and Nutrition Services, Salem Public Schools  Milly Canela — Salem Summer Eats Outreach Coordinator, Food and Nutrition Services, Salem Public Schools 4 www.meals4kids.org

Summer Meals Basics 5 www.meals4kids.org

Why Summer Eats?

Brand benefits  Serves emotional and functional needs  Communicates what it is, why it exists  Brand recognition = increased consumer confidence  Improved recall  Credibility  Expanded reach across the state 7 www.meals4kids.org/summereats

The Massachusetts Brand  Heard at 2017 Kickoff  Lessons from other states – Fun – Tagline that captures essence of program – Engaging – Appeals to both kids and – Inclusive teens – Colorful – “Summer” look and feel – Modern 8 www.meals4kids.org/summereats

The Designer  Setter Advertising, Inc.  Based in Natick, MA  Experience with campaigns targeting youth and families 9 www.meals4kids.org/summereats

Statewide Brand – Summer Eats 10 www.meals4kids.org/summereats

Goals  Raise awareness  Increase participation  Amplify engagement 11 www.meals4kids.org/summereats

Does Branding Really Matter?

Pop Quiz! Can you name these plants?

Branding Alphabet 14 www.meals4kids.org/summereats

Branding Alphabet 15 www.meals4kids.org/summereats

Brand benefits 21 % + PARTICIPATION YOY 16 www.meals4kids.org/summereats

Learning the Tools

Consistency: Four Points of Access 18 www.meals4kids.org/summereats

Multi-Lingual 19 www.meals4kids.org/summereats

Customizable 20 www.meals4kids.org/summereats

What’s in the “Kit”?  Shipment 1 – arriving early June  11x17 Posters (double-sided, Eng/Span)  3x5 Postcards (double-sided, Eng/Span)  Doorhangers (double-sided, Eng/Span)  Bookmarks (double-sided, Eng/Span)  Summer Eats Fact Sheet  Summer Eats Stickers  Order form & other tools for you!  Shipment 2 – arriving mid-June 1-2 banners per sponsor – 1 lawn sign per site – 21 www.meals4kids.org/summereats

22 www.projectbread.org

Billboards (selected communities) 23 www.meals4kids.org/summereats

Digital Assets  Available at www.meals4kids.org/summereats beginning June 1, 2018: – Logos – Facebook cover photo – Social media toolkit – Sample press release – Customizable flyer – Sample T-shirt design 24 www.meals4kids.org/summereats

Create Your Own! 25 www.meals4kids.org/summereats

Two may be better than one! * Do cobrand Summer Eats with established, recognized brands. All others use Summer Eats on its own. 26 www.meals4kids.org/summereats

Cobranding done well really works 27 www.meals4kids.org/summereats

YMCA of Greater Boston Karibe Ibeh, Director of Food & Nutrition Services

Brand Recognition • All locations with a Summer Eats banner should be recognized as summer meal sites • Create a positive and inviting atmosphere 29 www.meals4kids.org/summereats

Consistent Message • All materials will include the four contact methods • Call • Text • Website • App • Promote all summer meal sites within the city 30 www.meals4kids.org/summereats

Be Creative • Create promotional material with different purpose • Ideas • Posters • Banners • Lawn signs • T-shirts • Tents • Bookmarks • Lunchboxes • Stickers • Etc 31 www.meals4kids.org/summereats

Salem Public Schools Patrice Toomey , Asst. Director of Food & Nutrition Services Milly Canela , Salem Summer Eats Outreach Coordinator

Patrice K. Toomey, MBA Assistant Director Food & Nutrition Services Salem Public Schools Milly Canela, RD, LDN Salem Summer Eats Outreach Coordinator Food & Nutrition Services Salem Public Schools

Delivery Van Magnets 2’ x 4”

Site Schedule Flyers Horario Podria Cambiar ¡Ú bique un LUGAR ABIE R TO NI Ñ OS Publicó 17 Julio, 2017 cerca de us ted! Lugar Interior Tex t “Comida” a 877 877 Lugar Exterior de 18 a ñ os de edad y menores Descargue el App para Android / iPhone ¡ Comen Gratis! “ Summer Eats ” Esta instituci ó n es un empleador y NO ES NECESARIO REGISTRARSE proveedor con igualidad de oportunidades USDA Programa de Comidas del Verano Patrocinador Local: Servicios de Alimentos - Escuelas Públicas de Salem 2017 Horario de Lugares Sirviendo Comidas: 6-Julio al 24-Agosto Lugar Dirección Fechas Días Desayuno Almuerzo Cena Bentley Academy 25 Memorial Drive 7/10 - 8/10 Lun - Jueves 8:30-9:30 11:30-12:30 Cafetería Patio de Recreo Charter School Forest River Park 10 Forest Street / End 7/6 - 8/18 Lun - Viernes 11:45-12:15 of West Street PISCINA Cerca de la Piscina Patio de Recreo Furlong Park Franklin Street 7/6 - 8/18 Lun - Viernes AM y PM 11:00-12:00 Gazebo PARK & REC Prog. Abierto OnPoint 7/11 - 8/24 Martes - 4:00-6:00 Leavitt & Congress St. Bajo del Arbol! Viernes T-TH! Comidas Asadas en la Parilla Peabody Institute 7/6-8/17 Mon - Thur 82 Main Street 12:00-1:00 Progamas del Library Peabody, MA Verano Pequot Highlands 7/6 - 8/24 12 First Ave. Lun - Viernes 9:00 - 9:30 12:00-1:00 1er Piso - Sala Común Nuevo este Artes y Año! Artesanías Rainbow Terrace Loring Ave. 7/6 - 8/24 Lun - Viernes 12:30-1:00 Cancha de Baloncesto ACTIVIDADES Alimentos de Verano Salem Old Town Hall Square 7/13, 7/20 Jueves 5:00-6:00 Artist’ s Row Farmers Market 7/27, 8/3, Cerca de 8/10, 8/17, New Derby St 8/24 Salem 77 Willson Street 7/10 - 8/24 Lun - Viernes 8:15-9:30 11:30-12:30 Cafetería - Aire JUEGOS High School Entrada Principal - Acondicionado LIBROS Derecha / Izquierda / Derecha! Salem 7/6 - 8/24 Lun - Viernes 1:30-2:00 370 Essex Street Aire Acondicionado Public Library Sala de Ninos LECTURA de PROGRAMAS Sendero Izquierdo!! VERANO AM y PM Saltonstall 211 Lafayette Street 7/6 - 8/18 Lun - Viernes 8:00-9:00 11:30-12:30 Cafetería - Parte T ras- Aire JUEGOS Elementary School Acondicionado era de la Escuela LIBROS Patio de Recreo Tabernacle 50 Washington Street 7/10 - 8/23 Lunes, MESAS de 5:00-6:00 Puerta al lado de edifi- Miercoles, JUEGOS Actividades Church cio en Federal St. Viernes Winter Island 7/6 - 8/24 Lun - Viernes 11:45-12:15 Winter Island Road Park Tiki Hut on PLAYA Waikiki Beach Patio de Recreo Witchcraft Heights 1 Frederick Street 7/10 - 8/11 Lun - Viernes 8:00-9:00 11:00-12:30 Aire Patio de Recreo Elementary School Acondicionado tu Diversion ¡ ¡ Alim enta

Simplified for Flyers, Instructions, Site Signs, Site Partner flyer inserts, and many other visuals.

Key Opportunities

Promotion: Community engagement Where? What?  Schools  Afterschool  Posters programs  Your sites  Flyers  Town/City Hall  Libraries  Palm Cards  Post Office  Community  Factsheet  Public housing centers facilities  Faith-based  Police organizations department  Local shops  Fire Stations 39

Blitz Days What? Organize a canvass in your community to spread the word about summer meals Why? Despite outreach and promotion efforts, only 15% of eligible youth participate in summer meals Who? Recruit volunteers and community partners When? A few weeks before the summer meals program begins 40 www.meals4kids.org/summereats

Kickoffs & Spike Days 41 www.meals4kids.org/summereats

Engaging Funders & Elected Officials 42 www.meals4kids.org/summereats

Using Social Media

Audience & Frequency Parents, Media, some Colleagues, 1 st Audience Community parents, some Parents, kids elected officials, members kids professionals Elected officials, Younger kids, Community 2 nd Audience community parents Teens partners partners Immediate Professional Broad reach Visual Best for updates, trend information connection engagement share Announcements Storytelling, Announcements Thought updates, fact building updates, link to leadership, tips, Content sharing, emotional long form experience retweets connections, content share visuals 3 or more per 3 or more per 1 or more per Post 1-3 everyday week week week 44 www.meals4kids.org/summereats

Expand your reach @ # Hashtag Hyperlink Tag Who are you What is Link to more partnering THE thing? info with? Where is your event? 45 www.meals4kids.org/summereats

Connect Statewide # SummerEatsMA @projectbread @Meals4KidsMA 46 www.meals4kids.org/summereats