1 / 30

Missouri Farm to school

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

ashton
Download Presentation

Missouri Farm to school

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Missouri Farm to school Initiative Update April 2011

  2. Background Research • Key informant interviews • Food service directors • Vendors • Farmers • Parents and other stakeholders • Survey of food service directors (N=421) • 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 1st-7th 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. Communication Strategies • Messaging to target audience

  7. Public relations

  8. 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

  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 • 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.)

  17. 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

  18. Brochure Cover Inside 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.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

  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 • Clipping service (some pre, during, and post) • Content analysis • Google analytics • General reach, frequency metrics from mass media • 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

More Related