1. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Marketing Needs of School Nutrition Operators Child Nutrition Industry Conference January 15, 2007

2. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Overview I.Introduction to TrendSets II.Results of TrendSets marketing survey –Marketing needs of School Nutrition Operators –Usage of SNA and Industry marketing tools –How SNA and Industry can help with marketing III. Branding roundtable discussion

3. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org TrendSets TrendSets: Insights into current trends in school nutrition Yearly Subscription 7 to 8 topics covered per year, 4 quarterly e- newsletters TrendSetters: –Panel of 150 TrendSetters: school nutrition directors who set the trends in school nutrition –SNA members, representative of various size districts and regions

4. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org TrendSets 2007 Calendar Ethnic Foods Introductory Issue: January Marketing: March Beverages: March Kitchen Set-Up & Equipment: June Fruits & Veggies: June Breakfast: September Charge Policies: December Cafeteria Environment: December

5. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org TrendSets Marketing Survey Marketing needs survey conducted in September 2006 105 respondents

6. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Marketing Survey Research Objectives To understand: Main marketing objectives of school nutrition directors Usage of school-based marketing and promotional tools Usage of SNA marketing and promotional tools Usage of Industry marketing and promotional tools Marketing needs to help determine how SNA and Industry can help with marketing

7. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org What we learned…

8. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Main Marketing Objectives Increasing breakfast participation (83%) Increasing awareness of benefits of school meals program among parents (82%) Nutrition Education for students (82%) Increasing lunch participation (81%)

9. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Marketing tools – Usage

10. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Marketing Needs How SNA can help Media campaign to drive awareness of benefits of school meals among parents Communication material: – Posters, material for website content, parent newsletters, menus, information for administrators… Reducing price of promotional items

11. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Marketing Needs How Industry Can Help Media campaign: –Associating themselves with benefits of school meals –Helping fund a national campaign Posters: –Focused on nutrition and physical activity vs. heavy branding. Education materials for classrooms and parents

12. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Industry Tools Most Used Over ¾ of respondents use Industry developed marketing and promotional tools Most commonly cited: –Dairy Council (National, State and Local levels) –The Schwan Food Company –Fruit & Vegetable commodity groups (5-A-Day, Fresh Fruit Council) –PepsiCo

13. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Feedback on Nutrition Education Toolkit Great interest in a marketing and nutrition education kit, every month of the school year Kit elements: –Posters for cafeteria (87%) –Theme for each month (85%) –Themed merchandise for students (74%) –Small prizes for each student (frequently cited in open ended responses) –Flyers/letters targeting parents

14. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Recommendations

15. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org TrendSetters’ Main Marketing Objectives Increasing breakfast participation (83%) Increasing awareness of benefits of school meals program among parents (82%) Nutrition Education for students (82%) Increasing lunch participation (81%)

16. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org SNA Recommendations Develop a public awareness website targeting kids and parents Develop nutrition education Kit Develop more public awareness efforts targeting parents Create high visibility campaigns targeting students about school breakfast and lunch Discuss development of a national brand to help market the school meals program

17. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org To illustrate… Vote for School Lunch / Lunch Promotions Breakfast Promotions Nutrition Education Kit Public Awareness Initiatives Public Awareness Website Targeting Students and Parents

18. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Branding Discussion: Should we develop a national brand to help market the school meals program?

19. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Why have a strong brand? Brand Differentiation Connection Quality Loyalty: drive repeat sales

20. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Proprietary Brand Over 1/3 of TrendSets respondents indicate their program has a brand. Brands had the following characteristics: –Nutrition/Energy benefit (I.e. Energy Zone) –Education reference (Food for thought Café) –General description (Café Commons) –Takes on school or Mascot names (I.e. Bronco Café)

21. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Proprietary Brand Brand Usage Most Common On: –Menus –Website –Signs –Employee uniforms

22. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Proprietary Brand Positive impact of brand on the following: –Student perceptions 87% –Cafeteria experience 77% –Revenue 62%

23. Copyright © 2007 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org Should we develop a national brand to help market the school meals program? Yes Ɓ No Ɓ Pros Cons1.2.3.