Marketing Needs of School Nutrition Operators

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

Marketing Needs of School Nutrition Operators

Child Nutrition Industry ConferenceJanuary 15, 2007


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


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


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


TrendSets Marketing Survey

• Marketing needs survey conducted in September 2006

• 105 respondents


Marketing SurveyResearch 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


What we learned…


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%)


Marketing tools – Usage

0%

20%

40%

60%

80%

100%

Menus Posters inCafeteria

SchoolWebsite

Special Events PromotionalWeeks

Flyers Contests ClassroomActivities

Activity Sheets

% used


Marketing NeedsHow 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


Marketing NeedsHow 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


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


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


Recommendations


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%)


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


To illustrate…

Vote for School Lunch / Lunch

Promotions

Breakfast Promotions

Nutrition Education

Kit

Public Awareness Initiatives

Public Awareness Public Awareness

Website Targeting Website Targeting

Students and ParentsStudents and Parents


Branding Discussion:

Should we develop a national brand to help market the school meals

program?


Why have a strong brand?

Brand

Differentiation

Connection

Quality

Loyalty: drive repeat sales


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)


Proprietary Brand

• Brand Usage Most Common On:– Menus– Website– Signs– Employee uniforms


Proprietary Brand

• Positive impact of brand on the following:– Student perceptions 87%– Cafeteria experience 77%– Revenue 62%


Should we develop a national brand to help market

the school meals program?

Yes Ɓ No Ɓ

Pros Cons1. 1.

2. 2.

3. 3.

Documents

Marketing Needs of School Nutrition Operators