You’ve Got a Story to Tell: How to Market Your
You’ve Got a Story to Tell: How to Market Your Programs & Menus Jean Ronnei, SNS Saint Paul Public Schools, MN Jonathan Dickl, SNS Knox County Schools, TN Copyright © 2012 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org You’ve Got a Story to Tell: How to Market Your Programs & Menus Sunday, March 3, 2013 Jean Ronnei, SNS Director, Nutrition and Custodial Services Saint Paul Public Schools SPPS Demographics 39,000 Students 100+ languages/dialects 73% F/R eligible Participation 62% breakfast 79% lunch Nutritional Profile K – 5 Lunch 630 Calories 870 mg Sodium 17.78 g Fat (25% of calories) Financially Solvent $25 mil budget $3.4 mil fund balance 42% food cost 4.55 g Saturated Fat (6.5% of calories) 0 g Trans Fat 16.43 mg Iron 504.1 mg Calcium 875 RE Vitamin A 65.15 mg Vitamin C Mission Statement & Tagline We create and serve foods that students get excited about! Our “healthy hits” are served with respect by a caring staff effectively managing resources. Eating healthy never tasted so good. How SPPS makes great food from a central kitchen Cook-chill system of cooking: • Hot entrees like lasagna & chili • Sauces like Szechuan sauce Full scale bakery: • Whole wheat products like breads, pizza crusts & muffins What happens in SPPS kitchens School Kitchens prepare and serve: • Breakfast to Go • Fruit & vegetable snacks, sandwiches • “All you care to eat” fruit & veggie bars • Finish entrees, steam veggies • Cook rice, heat pasta Drive By Messaging – One Thing I Love Campaign Bulletin Boards in Cafeteria Inexpensive Ideas Acrylic Holder $4 Labels $0.01 Brochure Holder $5 Clips 6/$13 Acrylic Wall Holders $10 - 13 More Inexpensive Ideas Stickers $7 / 200 Stock Photos Uniforms What’s being said -Saint Paul Public Schools “Saint Paul’s Nutrition Services is a nationally recognized program of excellence.” Applying for awards yields positive press Trade publications create credibility Website Themed Cafés Newsletters School Office Brochures Faculty Brochure Newsletter mailed to all SPPS Families Menus - Elementary Farm 2 School in Saint Paul Vegetables & Fruits Apples Carrots Red Potatoes Corn on the Cob Broccoli Carrots Cucumbers Peppers Onions Cabbage Zucchini Watermelon Butternut Squash Summer Squash Parsnips Turnips Sugar Snap Peas Cranberries Meats Fresh Chicken Drumsticks Ground Turkey Ground Bison Other Flour Tortillas Tortilla Chips Honey Pita Bread Flax Seed Wild Rice Farmer Vince Ferndale Farms $260,000 Local / Regional Product Media Photos vs. Reality Spaghetti & meatballs, sautéed peppers & onions, whole wheat garlic bread, all you care to eat fruits & veggies, milk. Egg roll and fried rice, corn & Edamame salad, sautéed peppers & onions, all you care to eat fruits and veggie bar, milk. What’s being said on: Judy W This is fantastic. I know many children who would love it. To previous poster, my children came home every night to a balanced cooked meal. I was a working single (24/7) mother and raised three boys. My boys typically asked to take their lunch, since they didn't like what was served at school. Jerolyn P If kids would eat like this from birth, there would not be an obesity epidemic! Sandra T Looks good! Today’s Great Tray NEW: Chicken Chili Whole grain cheesebread Local whole grain tortilla chips Local green beans Banana Black bean & corn salad Fresh veggies & salad greens Choice of milk Jennifer L Wow! that looks Good. Kathy W Yeah for a healthy Minnesota! Amy B Love the changes you're making! Keep up the great work. This looks a whole lot different than the lunches I used to eat. Open Houses, Parent Fair, Community Events Banner $30 Tablecloth $1 Sign holders $5 Bowl of apples $5 Smiles Free Secret Diner Program Karen PAC Meeting Resources School Nutrition Association Learning ZoneXpress (LZE) 888-455-7003 www.learningzonexpress.com Hubert Food Merchandising 866.482.4357 www.hubert.com Resources from SNA Social media how-to guide Public Service Announcement Flyers that can be customized National School Breakfast Week Artwork Activity Sheets Press release Menus PR tools (talking points, media tips etc…) Tray Talk website for parents www.schoolnutrition.org/PR Insert logo here! Marketing 101 Online Course Create a marketing plan for your program Principles of marketing Target audience Marketing mix and message communication Budget, evaluation and timeline Sample marketing plans Ideas for training staff on marketing www.schoolnutrition.org/Marketing101 Thank You! Jean Ronnei, SNS Director, Nutrition and Custodial Services Saint Paul Public Schools 1930 Como Avenue Saint Paul, MN 55108 651.603.4958 [email protected] ns.spps.org The Real Revolution: How Knox County Uses Marketing to Spread Truths About School Lunch Jonathan “Jon” Dickl, MBA, SNS Director School Nutrition Knox County Public Schools Advocates Leading the Charge? Advocates National School Lunch Jamie Oliver “Food Revolution” Scratch Cooking Little Knowledge of School Lunch Regulations Food Safety… Success and Failures Ann Cooper “Renegade Lunch Lady” Organics Scratch Cooking Meal Price and Participation Knox County Schools Knox County Facts 2010 58,500 Students, just under 50% Free and Reduced Very diverse socio-economically: North, East and South, Central, and West Few whole grains, canned and frozen prevalent Antiquated Infrastructure, Low-morale, Undertrained Staff, and Static Menus Perception issues with some parents, allied organizations, and other KCS stakeholders Knox County Schools Path to Improvement Nutrition Initiatives Develop Healthy and Desirable Meals with variety and diversity Train, Reward, Train, Reward and Create Buy-in Engage parents, allied organizations, and other KCS stakeholders Knox County Schools Initiatives to Improve Participation and Wellness 2-3 Servings of Fresh Fruit Knox County Schools Initiatives to Improve Participation and Wellness Salad Entrées Offered Daily At all Grade Levels Knox County Schools Initiatives to Improve Participation and Wellness Side Salads Daily, Steaming Fresh Veggies & Raw Veggie Options Knox County Schools KCS School Nutrition Knox County Schools KCS School Nutrition Knox County Schools That the Best You Got? Emulating Private Industry Menu Design Quality – Brands Going Green - ESLP Expanding Breakfast Service Engaging the Stakeholders Knox County Schools Menu Design and Brands Focusing on Holidays, Special Events, and Using Unique New Dishes and “Hooks” to Increase Participation and Increase Interest Mango Gelato during Hispanic Heritage Month “Educational Snack” on President’s Day Focus Marketing and Menu efforts on reimbursable meals Brand Recognition Knox County Schools Brand Name Recognition “Mystery Meat” – We use the same national and local brands that most homes and restaurants feature. Added to our web page and menus to tell the story! Did you know??? Facts that reveal quality Overcome Myths Battle your Competition Knox County Schools Brand Name Recognition Develop House Brands Knox County Schools Brand Name Recognition Develop House Brands Create Menu Items Develop Logos and Signage Branded Serving Containers Boxes Paper and Wrappers Cups Knox County Schools Brand Name Recognition Brand Introduction (Lead in Brand) Knox County Schools Equity in School Lunch Pricing Going Green to Get the Green http://www.wate.com/story/19276209/knoxcounty-schools-lunch-price-goes-up-by-aquarter It was something we were forced to do," said Director of School Nutrition Jon Dickl. The school system is also going more green. "Our lunch trays this year, our disposable lunch trays, are 40% postconsumer recycled," Dickl said. "Our cups are going to be made from a plastic that's going to be made from corn." Even though the push for a healthy school lunch isn't behind the increase, the extra $300,000 generated will go a long way toward feeding those improvements and new kitchen equipment going into many Knox County schools. Knox County Schools Engaging the Stakeholders Knox County Schools Engaging the Stakeholders Knox County Health Department Knox County Food Policy Council Tennessee Coalition Against Childhood Obesity University of Tennessee Children’s Hospital University of Tennessee Ag University of Tennessee Athletics PTA / Cardiac Kids Club Knox County Schools Engaging the Stakeholders : Let’s Move Knox County Schools Engaging the Stakeholders Farm to School Knox County Schools Engaging the Stakeholders : Chef’s Move http://northknox.wbir.com/news/health /45534-knox-co-students-learn-makehealthy-dish-community-farm Knox County Schools Engaging the Stakeholders : Culinary Students Knox County Schools Engaging the Stakeholders: Radio Hallerin Hilton Hill Show http://wuot.org/mt/archives/2011/05/0 00646jon_dickl_director_of_nutrition_for_the_k nox_county_schools.html Hubert Smith Show Knox County Schools Engaging the Stakeholders: TV http://www.wate.com/story/15286081/knox- county-schools-get-healthy-lunch-makeovers www.youtube.com/watch?v=3-PQW4mvL0E http://www.wate.com/story/19276209/knoxcounty-schools-lunch-price-goes-up-by-a-quarter http://www.wate.com/story/18205252/schoolsrace-to-meet-federal-deadlines-for-healthierlunches?clienttype=printable http://www.wbir.com/video/2034179651001/1/Indepth-School-lunch-changes Knox County Schools Engaging the Stakeholders - BIC http://www.learningfirst.org/breakfastevery-child-conversation-knox-countyschools http://www.wbir.com/rss/article/228099 /2/New-program-encourages-kids-toeat-breakfast-at-school http://www.knoxnews.com/news/2012/ jul/26/smart-eats-knox-teacherstrained-on-breakfast-in/ Knox County Schools Engaging the Stakeholders Public Perception “I'm happy to pay for a pancake breakfast to get kids to school early in an economic stagnant area. Maybe they might stand a better chance of learning something that day on a full stomach and give education a chance to improve their situation.” Knox County Schools Engaging the Stakeholders “Where from” did this moron Dickl guy come “Director of school nutrition Jon Dickl's statement was indicative of liberal thinking. He stated that producing extra breakfasts for students who can afford to pay for them doesn't cost more because the federal government reimburses the school district! Where does this head-inthe-sand bureaucrat think the federal government gets its money?” Knox County Schools Engaging the Stakeholders : Future? Interactive Smart KPI’s Menu Application on Website Phone and I-Phone App as a Driver for Marketing Activities Focus additional resources in areas of lower participation Expanding our Facebook Page and Twitter Questions? Note: videos also available at: http://fs.knoxschools.org/modules/groups/in tegrated_home.phtml?gid=514283&sessioni d=0792d91d40465715bc7c80b4da24ba30
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