presenting marketing 101 online - school nutrition association

Copyright © 2009-2010 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org

Presenting

Your Roadmap to Success

Sandra Ford, SNSDirector, Food and Nutrition

Manatee County School District

Elizabeth Campbell, MA, RDSenior Program Manager

School Nutrition Foundation

Marketing 101 OnlineMarketing 101 Online


What is a Limerick?

A sing-songy verse of five lines, in which the firs t,second, and fifth lines rhyme with each other,and the third and fourth lines, which are shorter, form arhymed couplet.

Here is your cheat sheet:AA

BB

A


Limerick #1

Jaime Oliver thought his food couldn’t miss,

to bring school age children dining bliss.

although he brought fame,

he was missing some game.

Oh, the benefits he’d have reaped from a SWOT _____ .


Marketing 101 Online OverviewIt’s all about Keys to Excellence…..

What are Keys to Excellence?

� Keys to Excellence is a national best practice stan dards program that has been developed to help school food service professionals create excellent programs

� The Keys to Excellence include four areas of focus: Administration, Marketing, Nutrition/Nutrition Educ ation and Operations

� A food service marketing plan is a major indicator to meet the Keys to Excellence and to qualify as a District of Excellence


Limerick #2

What a great feeling to get a new FB fan!

In the world of school meals, you only can

draw in the kids

and get into their lids

with a well developed ____ _____.


Why Marketing 101 Online?

� Competitors spend money marketing their programs

� Successful businesses have marketing plans

� In this economy, online courses are cost effective

� School meals is important business


What is Marketing 101?

� Marketing 101 is a dynamic online course that will help you create a great marketing plan, develop training ideas for staff members, and run a successful program

� The course is divided into three sequential lessons to help school nutrition directors and managers learn how to devel op and implement marketing plan

� Marketing 101 is approved for 4 hours in Key Area 4 -Communications/Marketing for the School Nutrition As sociation’s (SNA) Certification Program

� This course also qualifies as 4 Continuing Educatio n Units (CEUs), which may be used toward certification renew al

� Marketing 101 was developed for directors and high level managers


Marketing 101

Training Packs

� Easy-to-use training packs were developed to supple ment the Marketing 101 online course

� After you have finished Marketing 101, you can use these 8-lessons to train your staff

� Each lesson contains:

� 1 customizable PowerPoint deck

� 1 lesson plan

� 1 activity sheet

� 1 handout (available in English and Spanish)

� 1 case study (available in English and Spanish)

� 1 quiz (available in English and Spanish)


Marketing 101 Online

Sneak Peak


How Do I Access

Marketing 101 Online?

• www.schoolnutrition.org/marketing101

• www.snuniversity.org


Limerick #3

NDC has partnered with SNA

to get out the message and show the way

that moving around

and eating meals that are sound

can be encouraged by using ____ ___ __ ____.


Marketing 101 Pilot

� Marketing 101 was piloted by 21 managers and directors in 6 pilot districts

� Goal of the pilot was to determine

� Ease of use

� Satisfaction with content

� Quality of supplemental items (marketing plans)

� Length of course


Is the Course User Friendly?

In gene ra l, how use r friend ly d id you find the course?In gene ra l, how use r friend ly d id you find the course?In gene ra l, how use r friend ly d id you find the course?In gene ra l, how use r friend ly d id you find the course?

90.5%

9.5%

Very User Friendly

Somewhat User Friendly

Not User Friendly


How Satisfied Were You with the

Marketing 101 Course Elements?

How sa tis fied we re you with the fo llowing aspects o f the Ma rke ting 101 How sa tis fied we re you with the fo llowing aspects o f the Ma rke ting 101 How sa tis fied we re you with the fo llowing aspects o f the Ma rke ting 101 How sa tis fied we re you with the fo llowing aspects o f the Ma rke ting 101

Course Content?Course Content?Course Content?Course Content?

3

54

16 1712 14

1

0

5

10

15

20

25

Online Course

Information

Marketing Plan

Template

Fuel Up to Play

60 Marketing

Plan

Increasing

Participation in

School Lunch

Marketing Plan

Sample

Completely Satisfied

Somewhat Satisfied

Neither Satisfied nor Dissatisfied

Somewhat Dissatisfied

Completely Dissatisfied

Did Not Use


How Long Did it Take to

Complete the Online Course?

Approxima te ly how long d id it take you to comp le te the online App roxima te ly how long d id it take you to comp le te the online App roxima te ly how long d id it take you to comp le te the online App roxima te ly how long d id it take you to comp le te the online

sections o f the course?sections o f the course?sections o f the course?sections o f the course?

14%

76%

10%

Less than 2 hours

Between 2 and 4 hours


More than 6 hours


How Long Did it Take to Fill

Out the Marketing Plan?

App roxima te ly how long d id it ta ke you to fi l l out the ma rke ting App roxima te ly how long d id it ta ke you to fi l l out the ma rke ting App roxima te ly how long d id it ta ke you to fi l l out the ma rke ting App roxima te ly how long d id it ta ke you to fi l l out the ma rke ting

p lan with your d is tris t' s info rma tion?p lan with your d is tris t' s info rma tion?p lan with your d is tris t' s info rma tion?p lan with your d is tris t' s info rma tion?

61%

24%

5%

10% Less than 2 hours



More than 6 hours

Did not fill out the marketing

plans


Would You

Recommend this Course?

Would you recommend this course to o the r d irec to rs?Would you recommend this course to o the r d irec to rs?Would you recommend this course to o the r d irec to rs?Would you recommend this course to o the r d irec to rs?

65.0%

35.0%

Yes, I would recommend this

course to all directors

Yes, I would recommend this

course to directors with a

limited marketing

background

No, I would not recommend

this course to other directors

Other (please specify)


Pilot Site Feedback

� Manatee County Public School District

� Marketing 101 Pilot Site

� 11 staff participated


Limerick #4

Time is short and what to do

with all this info so exciting and new.

So get online

with our easy design

and check out the details at ___ ___ ___.


Case Study

Exceptional School DistrictSome town, SomewhereUSA

Ms. Needssomehelp has been watching her lunch parti cipation rate drop consistently over the past 5 years at the high school in her district. Recently, a new shopping mall with a food courthas opened up across from the high school. At the same time, a parent group, which has never visited her school, has made complaints to the superintendent that they want mor e fresh fruits and vegetables available to their children. Ms. Needsomehelp has a beautiful fruit and veggie bar e very day at lunch that the children never eat. She is frustrat ed and is looking for some help.


Group Questions

� Turn to the person to your right.

� Discuss the following questions.

� Can you identify with Ms. Needssomehelp’s frustrati on?

� What are some of her barriers?

� What are some of her strengths?

� What kind of approach should she take to address th ese barriers?

� Come up with 1 marketing idea for Ms. Needssomehelp .


Report Back

Anyone willing to share some of their answers?


How Could Marketing 101

Online Help?

� Marketing template

� Mission statement development

� SWOT analysis

� Strategy and tactics

� Key messages

� Benefit statements

� Budget template

� Example marketing plans


Limerick 5

Our last limerick to bid adieu

with the hope that this has helped you

identify areas that you may need

in marketing to take the lead.

We look forward to your visit at ___ ___ ___


Don’t Forget……

• www.schoolnutrition.org/marketing101

• www.snuniversity.org

• Stop by the SNF Learning Lab for more information

presenting marketing 101 online - school nutrition association

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