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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

slide2
Background Research
  • Key informant interviews
    • Food service directors
    • Vendors
    • Farmers
    • Parents and other stakeholders
  • Survey of food service directors (N=421)
  • Literature reviews
slide3
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 1st-7th graders
    • Hospitals and other large institutions
slide4
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
slide6
Communication Strategies
  • Messaging to target audience
slide8
Public Relations Strategies
  • 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
slide9

St. James Press

St. James, MO

4-14-2011

slide13
Traditional Advertising
  • Media buys
    • :30 spots on radio
      • Rural network
    • Newspapers
      • Paid
      • Earned
slide14
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

slide16
Marketing Products
  • 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
Marketing Channels
  • 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
slide18

Brochure

Cover

Inside panels

Message

block

slide19

Fact Sheet

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

slide26
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.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
slide27
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
slide28
Evaluation
  • Clipping service (some pre, during, and post)
    • Content analysis
  • Google analytics
  • General reach, frequency metrics from mass media
  • Web and Social media monitoring
slide29
Missouri Farm to School
  • For more information:
  • MoFarmtoSchool.Missouri.Edu
slide30
Missouri Farm to School
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