From Mind to Marketing. Developing an A+ Marketing Program for K-12 Nutrition Programs

Transcription

1 From Mind to Marketing Developing an A+ Marketing Program for K-12 Nutrition Programs

2 At a Glance: Garland ISD Student Nutrition Services 540 Employees 71 Sites 57,000 Students 3 Cities Programs: SBP, NSLP, BIC, At-Risk After School (CACFP), CEP (23 campuses) 60% F&R

3 Section 1: From Zero to Hero

4 Marketing Program Development 2015 Very little program marketing Create department logo Major marketing tool: yearly printed menus Low public awareness 2016 Start Twitter Account Hire Nutrition and Menu Operations Coordinator: Job description includes marketing responsibilities Begin working with district Communications department to highlight SNS Some marketing campaigns: posters, new printed menus and utilization of vendor resources Budget Considerations 2017-Present Start Facebook Account Hire Administrative Assistant: strong publishing skills Strong relationship with district Communications Department Utilize TDA resources Numerous marketing campaigns, student contests, reduced utilization of vendor resources, digital menus

5 Money Matters Review prior year s data Develop a marketing plan including a calendar Determine where extra money can be obtained SY Printing Costs Item Cost Fall Lunch Menus $ 3,950 HOM Posters $ 605 BIC Classroom Signage $ 304 PreK Menus $ 331 I Tried It Stickers $ 37 Smart Snack in Schools $ 33 Tgiving Fliers/Posters $ 45 New Menu Item Signage $ 110 Cowboys Promo $ 230 Meme Contest $ 263 Seuss Poster $ 40 SBW Punch Cards $ 125 SBW Activity Sheet $ 435 Brilliant Beginnings $ 36 Cart Meme Posters $ 195 Meal Viewer Posters $ 89 Total Printing Costs: $ 6828

6 Hire a PRO Determine desired skills Evaluate current positions Develop job descriptions Coordinator: Nutrition and Menu Operations Work collaboratively with the menu committee, field supervisors and other department personnel to develop effective marketing and promotional campaigns to advertise menu offerings. Administrative Assistant Primary Purpose: assist in development and distribution of marketing materials Special Knowledge/Skills: Demonstrated knowledge of modern office practices and procedures such as Microsoft Office, Outlook and Adobe Photoshop.

7 Section 2: Using Photoshop and Publisher to Make Your Marketing Materials Stand Out

8 General Formatting Tips

9 Food for Thought: Who is your target audience? What are you trying to promote? Where/how will staff use materials? Themes: Avoid Try the in the poster. Match the theme of the poster with the current season Change posters frequently At least quarterly

10 Ho-Hum STAY AWAY FROM COMIC SANS! Too much empty space No background Fonts look very flat Try the is too demanding Make them want the product

11 Much Better! No COMIC SANS Filled the poster with the image to make the entrée the focal point Backgrounds are easier on the eyes Different fonts used for different sections of the menu

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13 Adobe Photoshop & Microsoft Publisher 101

14 FREE Photoshop and Publisher Training Resources Does your district offer online training resources? Use the support websites! Photoshop: Publisher:

15 Work with Layers in Photoshop

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22 Plain Jane Background is too plain Clip art is not in the proper ratio Plain Text What can they actually get? 1 item? 7 items? Does not catch your eye

23 #WhatLayer Start at the bottom and build your poster Add your layers and effects Name your layers to keep track of where you are at Make sure that the colors and style compliment each other

24 Eye Catching The background fills the poster and sets the color scheme Focal point becomes the tray in the center Message is more direct 3 to 5 instead of May Select Different fonts and colors group the categories of the poster Catches your eye so that more students are likely to read it

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26 Using Photoshop and Publisher Using Microsoft Publisher in conjunction with the picture created by Photoshop will allow accessibility software to find the text and read it. Photoshop creates a picture and cannot be read as text. For documents with a great deal of text you should use Publisher for managing the text in the document. Text tools in Publisher are easier to work with when it comes to wrapping text around clip art. Publisher has the built in spell checker.

27 Create the Background in Photoshop

28 Gather your Clip Art

29 Publisher Set your background as the picture that we created in Photoshop. Add your clip art. Simply drag it into the document, resize it, and move it around. Create text boxes on the areas that you want to have text. Align the text and wrap it around the clip art as needed.

30 Wrapping the text Simply right click on the text box and send it backwards. This will force the text that is now behind the picture to wrap around the picture. Continue to add your clip art and get everything the way that you like it. Save the document in.pub and.pdf. You can change the text and swap out clip art for your next project while keeping all of your formatting.

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32 Section 3: Making it Work

33 Working with a Graphic Designer Try to work with the same designer on several projects Communication becomes easier over time Prior to meeting with a graphic designer, know your desired content and general look desired TIME Plan WAY ahead Thouroughly review proofs and send edits all at one time Too many versions result in frustration Content Color Theme

34 Obtaining Print Services Once materials are created, how are you going to have them printed? Check with the Communications Department Does Your District Have a Print Services Department? Yes No How do they print needed materials? Check with the Purchasing and/or Business Departments Don t be afraid to negotiate quote pricing and options! Is the district contracted with a specific printing company? If so, what is the process for obtaining services for your department?

35 Working with School Staff/Supervisors BUY-IN = SUCCESS Make it EASY Time! Ideally, give staff 1-2 weeks between receiving materials/instructions and the beginning of a promotion; there WILL be questions Follow up 1-2 days prior Friendly Reminder

36 Working with School Staff/Supervisors Not all campuses are going to be marketing superstars Recognize superstars to encourage low performers Teach staff how to take good pictures Accept all feedback and REACT to it!

37 Will the print shop deliver directly to campuses? Getting Materials to School Sites Important to coordinate delivery carefully Open communication between front office and cafeteria manager Warehouse Delivery Hand Delivery SNS Mail Room

38 Getting the Word Out Social Media The Big 3: Facebook, Instagram, Twitter Facebook: Geared towards PARENTS Instagram: Geared towards STUDENTS A great picture says more than words ever will. PERMISSION!!! Students at Spring Creek were all cinnamon swirls and smiles this morning as we kicked off #SchooBreakfast Week with our new Ham and Cheese Cinnamon Toaster! #NSBW18 Welcome back Students! #GarlandISD1stDay Follow SNS on Facebook &

39 District Communications Department CAN be your Department s MEGAPHONE! Posts on District Website or District Social Media Coordinate media interactions and press releases WAIP Weekly Administrative Information Packet Getting the Word Out District Newsletter Features

40 Questions? Contact Information Jennifer Craig: Assistant Director of Nutrition and Menu Operations Holly Frias: Coordinator of Nutrition and Menu Operations Justin Jasmin: Administrative Assistant & Photoshop Expert.