MARKETING STRATEGIES THAT WORK!

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Alfred Jordan
5 years ago
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HOUSEKEEPING RULES Take out phones ipads, tablets etc. Turn them on silent or vibrate.

2 HOUSEKEEPING RULES Take out phones ipads, tablets etc. Turn them on silent #ANC16 Got to your social media accounts. Like or follow us. Let s light up everyone's

3 #ANC16

4 BACKGROUND

NON EVALUATIVE 2day visit (side by side coaching) Identifies trends and patterns for district wide support Targets opportunities for increased participation FOCUS: cafeteria

7 NON EVALUATIVE 2day visit (side by side coaching) Identifies trends and patterns for district wide support Targets opportunities for increased participation FOCUS: cafeteria atmosphere, operations, menu and food quality Conducts student centered focus groups Directors appreciate a Fresh Set of Eyes. COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION #ANC16 SAN ANTONIO, TEXAS

ATYCHIPHOBIA (n) fear of failure; fear of not being good enough

10 MARKETING CYCLE PLAN MEASURE EXECUTE TRACK marketing.com/plan execute track measure/

11 MARKETING PLAN Plan Sit down with entire team. Everyone has to be on board or at least have knowledge. Execute Well thought out. Do not be afraid of making mistakes. Adapt and fix them. Track Before, during and after promotions or campaigns. Develop systems that will help you make data based decisions. Measure Data, Data, Data. Make adjustments during process. COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION #ANC16 SAN ANTONIO, TEXAS

12 THREE LEVELS Bronze Silver Gold

13 GET TO KNOW YOUR CUSTOMER

15 AVATAR GOALS AND VALUES Why are they dining with you? What are some of their core values? OBJECTIONS & ROLE IN PURCHASE PROCESS What objections to the sale do they have? What role do they have in the purchase? SOURCES OF INFORMATION Social media Parents or friends CHALLENGES AND PAIN POINTS Do they have enough time to eat? Is there a peer pressure issue?

18 SMALL FOCUS GROUPS Most leaders are fearful when it comes to getting feedback. Inch by inch, everything is a cinch. Start with two students. Work your way up to at least 8 9 students in a group. COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION #ANC16 SAN ANTONIO, TEXAS

19 SILVER

20 CONSISTENT FOCUS GROUPS Identify a group of students you can meet with regularly. EX. student government, safety patrol, athletes, etc. Give them incentives for taking part. Let them know that they are making decisions for their peers.

21 ELECTRONIC OR PAPER SURVEYS Utilize ipads, ipods, and laptops to capture feedback. Use an online survey resource in the media center to capture responses. (ex. Survey Monkey, Google Docs, etc. are free tools.) Good old fashion pencil and paper STILL works as well.

23 SOCIAL MEDIA What channel works best for you? What can you manage? Start slow. FaceBook for parents. Instagram, Snapchat or Twitter for students. Choose one or two and knock it out of the park. The key is interaction. What can you do for them? What value are you adding?

24 COMMENT BOXES Paulding County, GA Great way to get non intimidating feedback. Creates a comfort level. Shows your customer that you care about them and their opinion.

TABLE TOUCHING Can you offer to pick up a student s tray? Cordially, let them know that they have a certain amount of time before the meal period ends.

26 TABLE TOUCHING Can you offer to pick up a student s tray? Cordially, let them know that they have a certain amount of time before the meal period ends. Ask them, Is there anything I can do to make your dining experience even better? COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION #ANC16 SAN ANTONIO, TEXAS

27 DON T REINVENT THE WHEEL

30 TRENDS Research trends. Bring new concepts to decision makers. Bowls and Build Your Own (sandwich, salad, etc.) stations are popular concepts not to mention a great way to increase fruit and vegetable offerings!

MENU CONCEPTS Set a play day in the kitchen. Have fun in the kitchen with students. Develop items that your customers will purchase and most importantly, tell their friends about!

31 MENU CONCEPTS Set a play day in the kitchen. Have fun in the kitchen with students. Develop items that your customers will purchase and most importantly, tell their friends about! Don t think about rules or regulations. Figure out how to make them fit later. Don t stifle the creative process. COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION #ANC16 SAN ANTONIO, TEXAS

32 PAINT AN ACCENT WALL HAMILTON COUNTY, FL

33 SILVER

34 REMODEL: ADD AN ACCENT WALL You don t have to hit a homerun every time. Start at 1 st base Invest in one wall. Change the seating flow. Change seating after the first semester.

From white five compartment trays to black five compartment trays.

35 PACKAGING You have to spend money in order to make money. Upgrade from sporks to black cutlery. From white five compartment trays to black five compartment trays. Or go GREEN with biodegradable trays. We have to compete with retail establishments to win our customers over. COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION #ANC16 SAN ANTONIO, TEXAS

38 TECHNOLOGY Add digital signage to enhance the customer experience. Run promotions on screens. Feature school information. Display Fun Facts. Showcase upcoming menu offerings.

39 SEATING The F&B industry is redesigning quick service restaurants. They have to appeal to their customers. Lounge type seating. Wi Fi is a must. COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION #ANC16 SAN ANTONIO, TEXAS

GO TO THEM What are the benefits of this practice?

44 VENDING MACHINES Invest in your own equipment. Partner with companies. The vending machine is an additional line with no additional labor needed. Fill it up and create another source of revenue.

45 ADDITIONAL LINES Glynn County, GA Look for a book store. Empty space in the cafeteria. Excess space on a current line where you can add an additional POS.

46 SILVER

48 CARTS Acts as an additional line. Some students will NEVER go through the regular line. But they will purchase an item from a cart in the dining room. Will purchase higher cost items on carts.

50 MOBILE FEEDING

51 INVEST IN TRAILERS WITH COLOR

52 FOOD TRAILER (D6 GREELEY, CO)

53 FOOD TRUCKS Orange County Public Schools Orlando, FL Miami Dade County Public Schools Miami, FL

54 RETROFITTED SCHOOL BUS (Murfreesboro City Schools, TN)

CONTACT INFORMATION Kern Halls BS, BM Chief

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SURE FIRE STRATEGIES TO PROMOTE YOUR PROGRAM

SURE FIRE STRATEGIES TO PROMOTE YOUR PROGRAM Kern Halls, BS, BM Ingenious Culinary Concepts Dayle Hayes, MS, RD School Meals That Rock This will be an interactive learning session. We want to hear from