Telling Your Story through Marketing Mary Dickson, RD, LD School - - PowerPoint PPT Presentation

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Telling Your Story through Marketing Mary Dickson, RD, LD School - - PowerPoint PPT Presentation

Nov 01, 2023 18 likes •803 views

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

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Telling Your Story through Marketing

Mary Dickson, RD, LD School Program Coordinator for Dairy MAX

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Dairy MAX

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  • Gain insight into marketing trends and be

able to apply marketing techniques to your

  • wn programs.
  • Learn how to utilize social media to market

your programs.

  • Gather communication skills necessary for

promotion of your programs.

Objectives

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What is Marketing?

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Why Marketing?

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Marketing Trends

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Marketing to Kids

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Junk Food Marketing Tactics

  • BOLD Colors
  • Music
  • 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

Which ones can you use?

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Healthy Food …look familiar?

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Telling a Story

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How many meals has McDonald’s Served? How do we know this?

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Marketing Trends

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Story Telling

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Dodge Ram

  • Insert Dodge Ram farmer video
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McDonald’s

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Dairy MAX

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Story Telling Tactics

  • Simple statements
  • Don’t give too much detail
  • Pull on heart strings
  • Explain why you are doing what you do
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Telling the Child Nutrition Story

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What is Our Story?

What do you do? Why do you do it?

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How to Tell Our Story

Nutritious Meals Hunger Solution Fuel Learning

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How to Tell Our Story

# Meals Pre BIC

  • Enrollment

: 450

  • Breakfast

ADP: 150

  • Lunch ADP:

375 # Meals Post BIC

  • Enrollment

: 450

  • Breakfast

ADP: 250

  • Lunch ADP:

375

BIC increased breakfast participation by 100 meals per day on average

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Paint a Picture

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Infographic Templates

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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”

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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
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Where to Tell Our Story?

Printed Menu Websit e Social Media Signag e Cafete ria

Child Nutrition Story

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Where to Tell Our Story

Printed Menus

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School Website

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Cafeteria Wall Art

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Service Line

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Telling the Child Nutrition Story…
 To Kids!

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How can Child Nutrition use these tactics to market to kids?

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Service Line

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Display/Sample Tray

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Neat Displays

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Merchandizing Standards

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OR

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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

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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
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Promotions

  • Prom Giveaway
  • Fill your Glass
  • Milk Mustache Booth
  • Taste Testing's
  • Strawberry Milk for February
  • Ice Cream Cups for Holidays
  • Theme weeks
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Events: Students on a Red Carpet

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Fuel Up to Play 60

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What about Customer Service?
 Do Students see you
 Like This…. …

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Or this?

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What about Parents?

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 Do your parents know about the healthy meals you serve?

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 Or do they assume the worst?

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Where to Tell Our Story?

Printed Menu Websit e Social Media Signag e Cafete ria

Child Nutrition Story

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Tactics for Parents

  • Social Media

– Post new menu items – Pictures – Infographics – Promotions

  • Website

– Menus – Nutrition Info – Nutrition Education

  • Printed Menus
  • Flyers
  • Clear, simple messages

– Hunger Solution – Nutritious Meals – Fuels Learning

  • Events

– Health Fairs – Samples at PTA meetings

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Social Media

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Social Media

  • https://www.youtube.com/watch?

v=jottDMuLesU

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Social Media

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Mesquite ISD FNS

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Pinterest

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Pinterest

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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

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Infographics

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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,

  • rganized,

thoughtful

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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

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Speak with One Voice

To Tell Your Story

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Guess the Slogan

  • “…and a smile”
  • “It is so good”
  • “I’m lovin’ it”
  • “Have it your way”
  • “Just do it”
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Slogans

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Mission Statements

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Telling Your Story

Putting it all Together

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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
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Where to Tell Your Story

  • Cafeteria
  • Service Line
  • Menu Boards
  • Signage/Posters
  • Printed Menus
  • Website
  • Social Media
  • School Health Fairs
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Tactics for Kids

  • Bold, bright colors
  • Fun characters
  • Clean service lines
  • Neat displays
  • Visible food
  • Clean, simple signage
  • Service with a smile
  • Contests & Promotions
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How Can Dairy MAX help?

Dairy Dollars for Schools Fuel Up to Play 60

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Questions?