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Missouri Farm to school. Initiative Update April 2011. Background Research. Key informant interviews Food service directors Vendors Farmers Parents and other stakeholders Survey of food service directors (N=421) Literature reviews . Audience Background & Segmentation. Primary

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Missouri farm to school

Missouri Farm to school

Initiative Update

April 2011


  • Key informant interviews

    • Food service directors

    • Vendors

    • Farmers

    • Parents and other stakeholders

  • Survey of food service directors (N=421)

  • Literature reviews


  • 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 1st-7th graders

    • Hospitals and other large institutions


  • 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



  • Messaging to target audience



  • Strategy and execution

    • PR strategies with program partners

  • Tailored press intervention

    • Localized issue with data, quotes and original graphic

    • Disseminated statewide

  • Other outreach

    • Editorial calendar

    • Event-based PR


St. James Press

St. James, MO

4-14-2011





  • Media buys

    • :30 spots on radio

      • Rural network

    • Newspapers

      • Paid

      • Earned


  • 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



  • Resource guide

  • Sticker campaign

  • Summer outreach and training

  • Pipeline campaign (w/ Award in Nov. @ SNA Awards Ceremony)

  • Direct mail to FSDs

  • Branded materials (includes brochures, e-newsletters, web site, etc.)


Mofts

  • List Serv

  • Facebook

  • National FTS (web, Twitter and YouTube)

  • MoFTS Web site

  • Partnering organizations

  • E-newsletter

  • Earned and paid media

  • Distributors/vendors

  • Farmers and orchards

  • Food service directors

MoFTS


Brochure

Cover

Inside panels

Message

block


Fact Sheet

Headline and Top Ten Reasons can be tailored to County-level or School District






Web site v2.0 Beta – v1.0 live

DRAFT



  • 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.Edulaunched

  • March 2011

  • Creative testing

  • Statewide tailored local press release roll-out

  • E-newsletter roll-out

  • Online advocacy tool roll-out

  • April 2011

  • Branding rollout


  • 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


    • Clipping service (some pre, during, and post)

      • Content analysis

    • Google analytics

    • General reach, frequency metrics from mass media

    • Web and Social media monitoring


    • For more information:

    • MoFarmtoSchool.Missouri.Edu


    • Thank you!

    • MU Health Communication Research Center

    • Jon Stemmle, MA

    • Associate Director

    • [email protected]

    • Amy Dunaway, MPH MA

    • Sr. Information Specialist

    • [email protected]


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