Social Media Marketing For School Nutrition Programs

Housekeeping Location of the restrooms Breaks Clear tables of trash Post questions on the “Bike Rack”

Ground Rules Be respectful of everyone. Be in the classroom at least 5 minutes before scheduled starting time. Turn your mind on and your electronic devices off or on silent. Use cameras at appropriate times. Avoid side conversations. Consider all ideas.

Pre-Assessment

Getting to Know Each Other - Activity What marketing school nutrition programs means to me: I want to leave here today knowing more about: Personal Intro: Your Name, Your School, Your District Size One social media site I am currently using to market my program is:

What is Marketing? Advertising Promotion Product Design Product Development Sales Promotion

By Definition Purest definition: “The action or business of promoting and selling products or services, including market research and advertising.” Offering the RIGHT product, at the RIGHT time, at the RIGHT value, and to the RIGHT audience means success.

Unique School Nutrition Program Marketing is unique BECAUSE... Target audience is already identified A clear marketing objective is known

What School Nutrition Marketing Means to Me

Objectives Identify how to use social media as a marketing tool. Develop appropriate marketing messages to disseminate using social media. Discover that creating a successful marketing plan has many steps – social media is one small part of the plan.

Basic Marketing Terms for School Nutrition Target Audience Target Group/Segment Marketing Objective Barriers to Participation

Overview of a Comprehensive Marketing Action Plan Set realistic and measurable objectives Research target audience needs budgetary constraints time investment allowed Strategize improvements Identify avenues to reach target group Implement your marketing action plan Evaluate results throughout

Overall Goal Increase participation by removing barriers to participation

Outreach Communications Critical to increase awareness or to change perceptions Defined audience advantage Social media utilization

Today’s Social Media World

Prominent Social Media Sites

Ideal for weekly/daily menus & news Audience: Parents Older students Teachers Format: Text Videos Photographs Easy to set up Ideal for weekly/daily menus & news facebook.com/ichildnutrition

Great to share pictures of menu offerings or happy cafeteria customers Audience Teenagers Parents Format Photograph Videos Easy to set up Great to share pictures of menu offerings or happy cafeteria customers instagram.com/theicn

Good reminder media for upcoming events or today’s menu items. Audience Students Parents Format Texting (up to 140 characters) Some photo and video capabilities Easy to set up Good reminder media for upcoming events or today’s menu items. @ichildnutrition

More popular than Instagram App on mobile devices Videos and pictures disappear Limited messaging Great tool for sending pictures of menu items

Popular video sharing site Schools could promote Food prep Service line New recipes ICN’s YouTube Page

Using Social Media Gain approval Quality photographs Promote sites Establish a routine Be prepared for some negative feedback

Gain School Board Approval Use in accordance with school policy Restrictions Ask permission first

Use Quality Photographs Quality photos Food Cafeteria

Promote Your Sites Establish a Routine Don’t keep your social media sites a secret! Establish a Routine Post every morning or evening

Expect Negative Feedback Don’t begin a dialogue Ignore negative posts Discuss issues offline Do respond to posts with incorrect or erroneous information

Social Media Response Chart Be prepared for some negative feedback 

Let’s Practice our social media skills! Social Media Activity Let’s Practice our social media skills!

Facebook Examples Bartow County Schools, Cartersville, GA Good Food for Oxford Schools, Oxford, MS

Instagram Examples New Bern, New York Charleston County School District, South Carolina Hawthorne, California

Twitter Example Orange County Public Schools

YouTube Example Ann Arundel County Schools

Tips to Remember Research before posting Be responsive Set permissions for posting Focus your efforts

Institute of Child Nutrition The University of Mississippi School of Applied Sciences www.theicn.org 800-321-3054