1. MISSOURI FARM TO SCHOOL Initiative Update April 2011

2. Background Research 1.Key informant interviews Food service directors Vendors Farmers Parents and other stakeholders 2.Survey of food service directors (N=421) 3.Literature reviews

3. Audience Background & Segmentation Primary School food service directors Approximately 750 in the state that participate in Nat. School Lunch Program Secondary Food vendors Small-scale family farmers School employees Parents of 1 st -7 th graders Hospitals and other large institutions

4. Objectives for the campaign Creative Objective Engage them as being critical to the health and economy. (Know) Reinforce self-efficacy--there is something I can do about this problem. (Believe) Motivate them to take professional responsibility and ask for locally grown and buy locally grown at least once. (Do) Tone Respectful Empowering Affirming (positive recognition of expertise) Positive Professional expertise that reflects on passion/identity Positioning Using locally grown foods help student health and strengthen local community

5. COMMUNICATION STRATEGIES

6. BarrierMessage Status QuoTry it once; Try a little local. See what other FSDs are making it work. Ask for locally grown once this year. CostAffordable and sometimes more inexpensive option. There are other options, too: Giving students more whole foods options made from fresh foods (vs. prepackaged); Introducing a new vegetable or fruit to the students each month and involving them in the decision making process; 5-2-1-0 options. Bid processFind out what your local district threshold level is. 25K for state level. DemandTry it once and get to know a local farmer or vendor who can supply local. Talk them early for next year. Manage the demand/availability concerns with a salad bar or snack options. TimeLittle to no additional more time; typically involves some additional planning Storage & prep Locally grown takes the same amount of time to prep and store. Communication Strategies Messaging to target audience

7. PUBLIC RELATIONS

8. Public Relations Strategies 1.Strategy and execution PR strategies with program partners 2.Tailored press intervention Localized issue with data, quotes and original graphic Disseminated statewide 3.Other outreach Editorial calendar Event-based PR

9. St. James Press St. James, MO 4-14-2011

10. Southeast Missouri 4-22-2011

11. Commodity Newsletter for MO FSDs

12. ADVERTISING

13. Traditional Advertising Media buys :30 spots on radio Rural network Newspapers Paid Earned

14. Soft sell advertising Work with DESE & partners to promote internal ad campaign FSDs who are role models/unsung champions Self-efficacy Falls in line with target audience and being in Missouri DRAFT

15. MARKETING PRODUCTS

16. Marketing Products 1.Resource guide 2.Sticker campaign 3.Summer outreach and training 4.Pipeline campaign (w/ Award in Nov. @ SNA Awards Ceremony) 5.Direct mail to FSDs 6.Branded materials (includes brochures, e-newsletters, web site, etc.)

17. M O FTS Marketing Channels 1.List Serv 2.Facebook 3.National FTS (web, Twitter and YouTube) 4.MoFTS Web site 5.Partnering organizations 6.E-newsletter 7.Earned and paid media 8.Distributors/vendors 9.Farmers and orchards 10. Food service directors

18. Brochure CoverInside panels Message block

19. Fact Sheet Headline and Top Ten Reasons can be tailored to County-level or School District

20. Talking Points

21. Online advocacy tools

22. E-newsletter

23. E-template

24. Web site v2.0 Beta – v1.0 live DRAFT

25. TIMELINE AND NEXT STEPS

26. Efforts to Date January 2011 Started statewide media campaign launch and local publicity Creative development Creation and implementation of list serv Creation of Facebook page February 2011 MoFarmtoSchool.Missouri.Edu launched March 2011 Creative testing Statewide tailored local press release roll-out E-newsletter roll-out Online advocacy tool roll-out April 2011 Branding rollout

27. Next Steps Summer FSD Trainings through DESE (June-Aug 2011) Testimonials, how-to’s, focus on easier options like salad bars and one-time purchases Back to school push (Fall 2011) Continue mar/com efforts Award/competition Local/regional media buys

28. Evaluation 1.Clipping service (some pre, during, and post) a.Content analysis 2.Google analytics 3.General reach, frequency metrics from mass media 4.Web and Social media monitoring

29. Missouri Farm to School For more information: MoFarmtoSchool.Missouri.Edu

30. Missouri Farm to School Thank you! MU Health Communication Research Center Jon Stemmle, MA Associate Director stemmlej@missouri.edu Amy Dunaway, MPH MA Sr. Information Specialist dunawaya@missouri.edu