1 / 23

Marketing Needs of School Nutrition Operators

Marketing Needs of School Nutrition Operators. Child Nutrition Industry Conference January 15, 2007. Introduction to TrendSets Results of TrendSets marketing survey Marketing needs of School Nutrition Operators Usage of SNA and Industry marketing tools

teryl
Download Presentation

Marketing Needs of School Nutrition Operators

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. Marketing Needs of School Nutrition Operators Child Nutrition Industry Conference January 15, 2007

  2. Introduction to TrendSets 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 Overview

  3. 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 TrendSets

  4. 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 TrendSets

  5. Marketing needs survey conducted in September 2006 105 respondents TrendSets Marketing Survey

  6. 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 Marketing SurveyResearch Objectives

  7. What we learned…

  8. Increasing breakfast participation (83%) Increasing awareness of benefits of school meals program among parents (82%) Nutrition Education for students (82%) Increasing lunch participation (81%) Main Marketing Objectives

  9. Marketing tools – Usage

  10. 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 Marketing NeedsHow SNA can help

  11. 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 Marketing NeedsHow Industry Can Help

  12. 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 Industry Tools Most Used

  13. 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 Feedback on Nutrition Education Toolkit

  14. Recommendations

  15. Increasing breakfast participation (83%) Increasing awareness of benefits of school meals program among parents (82%) Nutrition Education for students (82%) Increasing lunch participation (81%) TrendSetters’ Main Marketing Objectives

  16. 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 SNA Recommendations

  17. To illustrate… Nutrition Education Kit Vote for School Lunch / Lunch Promotions Public Awareness Website Targeting Students and Parents Breakfast Promotions Public Awareness Initiatives

  18. Branding Discussion: Should we develop a national brand to help market the school meals program?

  19. Why have a strong brand? Differentiation Quality Brand Connection Loyalty: drive repeat sales

  20. 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) Proprietary Brand

  21. Brand Usage Most Common On: Menus Website Signs Employee uniforms Proprietary Brand

  22. Positive impact of brand on the following: Student perceptions 87% Cafeteria experience 77% Revenue 62% Proprietary Brand

  23. Yes ƁNoƁ Pros Cons 1. 1. 2. 2. 3. 3. Should we develop a national brand to help market the school meals program?

More Related