Making Summer Eats work for your Community

Transcription

1 Making Summer Eats work for your Community

2 Presenters Jordan Smith- Community Relations Coordinator, Project Bread Elizabeth Greenalgh- Interim Director of Marketing & Communications, Project Bread 2

3 Brand benefits Serves emotional and functional needs Communicates what it is, why it exists Brand recognition = increased consumer confidence Improved recall Credibility Expanded reach across the state 3

4 Brand benefits + 21 % PARTICIPATION YOY 4

5 Branding Alphabet

6 Pop Quiz! Can you name these plants?

7 Branding Alphabet 7

8 Branding Alphabet 8

9 Goals Raise awareness Increase participation Amplify engagement 9

10 Creating the Brand

11 Free Meals for Kids & Teens 11

12 Alabama 12

13 Florida 13

14 Michigan 14

15 Washington 15

16 The Massachusetts Brand Heard at 2017 Kickoff Fun Engaging Inclusive Colorful Modern Lessons from other states Tagline that captures essence of program Appeals to both kids and teens Summer look and feel 16

17 The Designer Setter Advertising, Inc. Based in Natick, MA Experience with campaigns targeting youth and families 17

18 18

19 SummerEats Poster 19

20 SummerEats Fact Sheet 20

21 Resources

22 SummerEats Resources Order Today Posters Fact Sheets Brochures Doorhangers Signage Banners Lawn signs 22

23 Additional Resources Social media Logos Cover photos Graphics Create your own Tshirts Hats Buttons 23

24 Blitz Days What? Organize a canvas in your community to spread the word about summer meals Why? Despite outreach and promotion efforts, only 15% of eligible youth participate in summer meals Who? Recruit volunteers and community partners When? A few weeks before the summer meals program begins 24

25 Benefits of One Brand

26 Benefit of statewide Summer Eats brand Reduced burden Capacity to advertise Cross-promotion Consistency Legitimacy & safety Broader outreach strategies 26

27 Promotion: Community engagement What? Where? Posters Flyers Brochure Factsheet Your site Libraries Community centers Faith based organizations Local shops Town/City Hall Post Office Public housing facilities Police department Fire Stations 27

28 Ok, but we already have a 28

29 Two may be better than one! * Do cobrand Summer Eats with established, recognized brands. All others use Summer Eats on it s own. 29

30 Really, cobranding done well works 30

31 Digital Promotion: Audience & Frequency 1 st Audience Parents, Community members Media, some parents, some kids Parents, kids Colleagues, elected officials, professionals 2 nd Audience Younger kids, Teens Elected officials, community partners Community partners parents Best for Broad reach Immediate updates, trend engagement Visual connection Professional information share Content Announcement s, updates, link to long form content Announcement s, updates, fact sharing, retweets Storytelling, building emotional connections, visuals Thought leadership, tips, experience share Post 3 or more per week 1-3 everyday 3 or more per week 1 or more per week 31

32 Expand your # Tag Hashtag Hyperlink Who are you partnering with? Where is your event? What is THE thing? Link to more info 32

33 Expand your reach Reach: 645 Reach: 1,

34 Things to keep in mind Social media users are getting younger! And older! Engagement yields engagement Photos and graphics get 42% more engagement It s ok to cross promote Sharing content is cool! (don t forget to credit) Never post photos of people without consent 34

35 Promotion: Digital engagement (what else?) ! Community chat boards School boards Who can help you? 35

36 Group Activity 1. I have a site at a park (or other location) that is difficult to spot from the street. This site is not as successful as some of the other sites even though I know the need exists. How can I ensure people know about this site? 2. My community knows about free summer meals as a program run by my organization. How can I use the Summer Eats brand without confusing families? 3. I have limited money and staff resources to spend on promotion of my sites. How can I promote SummerEats? 36

37 Summer Eats in Action: Group promo exercise

38 Questions?

39 Jordan Smith: Liz Greenhalgh: