Telling Your Story through Marketing Mary Dickson, RD, LD School Program Coordinator for Dairy MAX
Dairy MAX
Objectives • Gain insight into marketing trends and be able to apply marketing techniques to your own programs. • Learn how to utilize social media to market your programs. • Gather communication skills necessary for promotion of your programs.
What is Marketing?
Why Marketing?
Marketing Trends
Marketing to Kids
Junk Food Marketing Tactics • BOLD Colors Music • Which ones can you use? • FUN! Characters • • Action Simple messages • • Celebrity Toys and prizes • • Games and contests Story • • Kids' clubs and VIP access Peer to Peer / Teams • • Popular music Ties to popular movies / TV • • Websites / advergames / social media
Healthy Food …look familiar?
Telling a Story
How many meals has McDonald’s Served? How do we know this?
Marketing Trends
Story Telling
Dodge Ram • Insert Dodge Ram farmer video
McDonald’s
Dairy MAX
Story Telling Tactics • Simple statements • Don’t give too much detail • Pull on heart strings • Explain why you are doing what you do
Telling the Child Nutrition Story
What is Our Story? What do you do? Why do you do it?
How to Tell Our Story Nutritious Meals Hunger Solution Fuel Learning
How to Tell Our Story # Meals Pre # Meals Post BIC BIC • Enrollment • Enrollment : 450 : 450 • Breakfast • Breakfast ADP: 150 ADP: 250 BIC increased breakfast participation • Lunch ADP: • Lunch ADP: by 100 meals per day on average 375 375
Paint a Picture
Infographic Templates
Child Nutrition Story Telling Tactics • Give final results – We feed 20,000 kids a nutritious breakfast and lunch daily • Don’t use jargon--ADP , reimbursable meal, type A meal, etc… – “Pick a 5 star meal!” vs a “reimbursable meal”…or some call them “meal deal”
Child Nutrition Story Telling Tactics • Tell about healthy menus • More whole grains, fresh fruits & veggies, low fat & non-fat dairy products, etc… • Tell about the fun ways you promote healthy foods… • Lucky Tray Day • Thirsty Thursdays • Fruit/veggie of the month
Where to Tell Our Story? Printed Menu Cafete Websit Child ria e Nutrition Story Signag Social e Media
Where to Tell Our Story Printed Menus
School Website
Cafeteria Wall Art
Service Line
Telling the Child Nutrition Story… To Kids!
How can Child Nutrition use these tactics to market to kids?
Service Line 38
Display/Sample Tray
Neat Displays
Merchandizing Standards OR 41
Marketing Tactics • See things from a kid’s point of view – Walk through the line on your knees – All food needs to be visible to students – No cardboard boxes, parchment paper, or aluminum on the service line – No handwritten signs – Take down signage that is ripped, torn, or falling off the wall
Marketing Tactics • Use bright colors • Simple messages on signage • Correct grammar • Create a colorful display/sample tray • Keep the service line clean and stocked • Colorful posters or wall art • Music • Characters • Contests/Promotions
Promotions • Prom Giveaway • Fill your Glass • Milk Mustache Booth • Taste Testing's • Strawberry Milk for February • Ice Cream Cups for Holidays • Theme weeks
Events: Students on a Red Carpet
Fuel Up to Play 60
What about Customer Service? Do Students see you Like This…. …
Or this?
What about Parents?
Do your parents know about the healthy meals you serve?
Or do they assume the worst?
Where to Tell Our Story? Printed Menu Cafete Websit Child ria e Nutrition Story Signag Social e Media
Tactics for Parents • Social Media • Printed Menus – Post new menu items • Flyers – Pictures • Clear, simple messages – Infographics – Hunger Solution – Promotions – Nutritious Meals • Website – Fuels Learning – Menus • Events – Nutrition Info – Health Fairs – Nutrition Education – Samples at PTA meetings
Social Media
Social Media • https://www.youtube.com/watch? v=jottDMuLesU
Social Media
Mesquite ISD FNS
Nutrislice Burleson ISD – App for smart phones – Menu by school – Individual Item Specs: • Picture • Description • Nutrition content • Allergy Information – Can print a PDF of the menu from your phone
Infographics
Fasting vs Glucose-Rich Brain FASTING The Mid-Brain Food Seeking Mode * Distracted, irritable, Restless, anxious Glucose-rich The Front Brain Working Mode * Calm, focused, organized, thoughtful
Ways to Use Social Media • Blog about child nutrition programs • Tweet about specials and events • Menus on Facebook with updates • Videos of staff training on YouTube • Photos of school events on Flicker or Instagram
Speak with One Voice To Tell Your Story
Guess the Slogan • “…and a smile” • “It is so good” • “I’m lovin’ it” • “Have it your way” • “Just do it”
Slogans
Mission Statements
Telling Your Story Putting it all Together
Marketing Through Story Telling • Builds trust and loyal customers – Pulls on heart strings – Clear, simple messages • Nutritious Meals • Hunger Solution • Fuel Learning – Speak with one voice • Slogans • Mission Statement
Where to Tell Your Story • Cafeteria • Service Line • Menu Boards • Signage/Posters • Printed Menus • Website • Social Media • School Health Fairs
Tactics for Kids • Bold, bright colors • Fun characters • Clean service lines • Neat displays • Visible food • Clean, simple signage • Service with a smile • Contests & Promotions
How Can Dairy MAX help? Dairy Dollars for Schools Fuel Up to Play 60
Questions?
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