Leveraging Brand & Marketing Strategies to Increase Participation. Meg Bohart, RDN, LD October 2018

Transcription

1 Leveraging Brand & Marketing Strategies to Increase Participation Meg Bohart, RDN, LD October 2018

2 Learning Objectives After this presentation, the audience will be able to: 1. Discuss the why behind marketing in K Define marketing and how to incorporate into their districts 3. List at least two ways to succeed with marketing 4. Identify how brands can increase ADP when used on school menus

3 Challenges Facing School Food Today

4 School Meals Have Changed As the lunch room continues to move away from traditional entrées the demand for innovation has increased Then Now

5 Today s Main Challenges Labor Costs & Budget Constraints Increased pressure to compete with restaurants Creative & Innovative ways to bring life to old favorites

6 Face Challenges Head On Through Marketing

7 The action or business of promoting and selling products or services, including market research and advertising 1 The activities that are involved in making people aware of a company s products, and making sure that the products are available to be bought, etc. 2 Source: 1 8#q=definition%20of%20marketing. 2 Mariam Webster

8 Marketing helps grow ADP & utilize commodity and commercial products to the fullest!

9 Tools for Success Use Data to Make Decisions Be Creative Leverage Product Brands Don t be Afraid to Fail!

10 Use Data to Make Decisions

11 Investigate the Menu Review current sales to determine what s popular Use data from your sales to make strategic decisions

12 Test Menu Items Educated decision on if an item should be placed on the menu Students feel involved in the planning process Staff gets to work with new item before committing to a menu slot

13 Get to Know Your Customers

14 Consumer Insights & Trends Work with manufacturers to learn about latest trends in foodservice and retail space Consumer insights are a great way to support new flavor profiles or products

15 Be Creative!

16 Gain Menu Inspiration From Other Districts Local & Chain Restaurants Cooking Shows Magazines & Websites

17 Social Media

18 Classroom to Cafeteria School Gardens Partner with Teachers

19 Materials with a Purpose Nutrition + Marketing: Encourage students to try new items and learn why it s good for them! Wildcat Burger

20 Utilize Resources Feature menu items during school announcements Display daily or weekly menu items on TVs throughout school

21 Leverage Product Brands

22 Why Do Brands Matter?

23 Name That Brand! Starbucks Adidas Nike What words or phrases do you associate with these brands?

24 Importance of a Brand PR, Radio, TV, Word of Mouth, Online Ads Social Ads, Reviews, Blog, , Media, Direct Mail Ecommerce, Store, Website Community Forum, FAQ Base Knowledge Promotions, Blog, Social Networks Brand: A type of product manufactured by a particular company under a particular name; "a new brand of detergent Source:

25 Brand the offerings you most wish your customers would take advantage of

26 Value Proposition A business or marketing statement that summarizes why a consumer should buy a product or use a service. Purpose: convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. VALUE IS AT THE CENTER OF THE CONSUMER PURCHASE DECISION Source:

27 Attitudes Toward School Lunches Strongly agree or agree 0% 20% 40% 60% 80% 100% Most Parents Agree School Lunches are Healthy, but also Feel it is Important to Know Where the Food and Beverages Come From Base: 2,800 Q39: How much do you agree with the following when thinking about school lunches? Please use a scale from 1 to 5 where 1=strongly disagree and 5=strongly agree. They are healthy It's important to know where the food/beverages are coming from I wish schools provided nutritional information It's important that no antibiotics are used in school lunches It's important that no artificial ingredients are used in school lunches I wish my child could digitally provide feedback on school lunch offerings I know/understand the government regulations for school lunches I'm knowledgeable about antibiotics/hormones in raising practices 77% 77% 73% 72% 71% 67% 56% 56%

28 Reasons Parents Trust a Brand for At-Home Use A Good Reputation is Key when Considering a Product for At-Home Use Base: 2,800 Q32: What makes you trust a brand that you purchase at retail stores for at-home use? Select all that apply. Has a good reputation Well-known brand I ve always used this brand Recommended by friends/family Labeling on the packaging No bad press in the news/media Has values that are similar to my own Local brand Is socially responsible Has advertising that I can relate to Supports local community activities 54% 50% 42% 41% 33% 26% 23% 22% 21% 19% 16%

29 Likeliness to have Children Eat Lunch at School if Preferred Brand is Used If it s a brand I trust at home, I would feel more comfortable in knowing the same high quality, nutritious products are being used for my child s school lunch. If my preferred brands were used to make school lunches my child would be more likely to eat at school, which gives me more time in my day to get things done instead of making his lunch. 40% 35% 30% 25% 20% 15% 10% 5% 0% Much more likely Somewhat more likely Neither likely nor unlikely Somewhat Much less less likely likely Base: 2,800 Q33: If you find out that a brand you are loyal to is available at your child(ren) s school cafeteria, would you be more or less likely to have your child(ren) eat lunch at school? Q34: Why would you be <more/less> likely to have your child(ren) eat lunch at school?

30 Brand Equation Recognizable + Trustworthy + Home Use = Lift in ADP

31 Apply Branding to Menus Branding increases ADP (lift) Data determines best branding opportunities Parents want branded products in school cafés Proven results with branded products

32 Don t Be Afraid to Fail

33 Take Chances! Experiment with various marketing ideas Start simple Track your results to measure the impact If one marketing idea doesn t work, don t give up!

34 Use data to make decisions In Review Be creative! Leverage Brands to increase ADP If one marketing strategy doesn t work, try something else!

35 Thank you!