making summer eats work for your community...pop quiz! can you name these plants? 7 branding...

Making Summer Eats work for your Community

2www.meals4kids.org

Jordan Smith- Community Relations

Coordinator, Project Bread

Elizabeth Greenalgh- Interim

Director of Marketing &

Communications, Project Bread

Presenters

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

Brand benefits

3www.meals4kids.org

Brand benefits

4www.meals4kids.org

21%

PARTICIPATION

YOY

+

Branding Alphabet

Pop Quiz! Can you name these plants?

7www.projectbread.org

Branding Alphabet


Branding Alphabet

Raise awareness

Increase participation

Amplify engagement

Goals


Creating the Brand

11www.meals4kids.org

Free Meals for Kids & Teens


Alabama


Florida


Michigan


Washington

Heard at 2017 Kickoff

– Fun

– Engaging

– Inclusive

– Colorful

– Modern


The Massachusetts Brand

Lessons from other states

– Tagline that captures

essence of program

– Appeals to both kids and

teens

– “Summer” look and feel


The Designer

Setter Advertising, Inc.

Based in Natick, MA

Experience with campaigns targeting

youth and families


SummerEats Poster


SummerEats Fact Sheet

Resources


SummerEats Resources

Order Today

– Posters

– Fact Sheets

– Brochures

– Doorhangers

Signage

– Banners

– Lawn signs


Additional Resources

Social media

– Logos

– Cover photos

– Graphics

Create your own

– Tshirts

– Hats

– Buttons


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

Benefits of One Brand

Reduced burden

Capacity to advertise

Cross-promotion

Consistency

Legitimacy & safety

Broader outreach strategies

Benefit of statewide Summer Eats brand


Your site

Libraries

Community

centers

Faith based

organizations

Local shops

Town/City Hall

Post Office

Public housing

facilities

Police

department

Fire Stations

Promotion: Community engagement


Posters

Flyers

Brochure

Factsheet

What? Where?


”Ok, but we

already have a

”

Two may be better than one!


* Do cobrand Summer Eats with established, recognized brands.

All others use Summer Eats on it’s own.

Really, cobranding done well works


1st Audience

Parents,

Community

members

Media, some

parents, some

kids

Parents, kids

Colleagues,

elected officials,

professionals

2nd AudienceYounger kids,

Teens

Elected

officials,

community

partners

Community

partners parents

Best forBroad 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

Post3 or more per

week1-3 everyday

3 or more per

week

1 or more per

week

Digital Promotion: Audience & Frequency


Expand your reach


#@Tag HyperlinkHashtag

Who are you

partnering

with? Where is

your event?

What is

THE thing?

Link to more

info

Expand your reach


Reach: 645

Reach: 1,985

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

Things to keep in mind


Email!

Community chat boards

School boards

Who can help you?

Promotion: Digital engagement (what else?)


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?

Group Activity


Summer Eats in Action: Group promo exercise

Questions?

Jordan Smith: [email protected]

Liz Greenhalgh: [email protected]

making summer eats work for your community...pop quiz! can you name these plants? 7 branding...

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