2015-10 ma sna brandingsna of massachusetts conference worcester, massachusetts october 2015 dayle...
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SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$
• Cheerleader(for(Excellence(in(School(Health(&(Child(Nutri6on((
• Consultant(to(agencies,(organiza6ons(&(districts(na6onwide(
• 2013(Montana(School(Nutri6on(Professional(of(the(Year((MT(SNA)(• Facebook$
School$Meals$That$Rock$$$$• Twi?er$
@SchoolMealsRock$• Pinterest$
SchoolMealsThatRock$• Blog$
SchoolMealsThatRock.org$• Email$
Dayle$Hayes,$MS,$RD$
SNA$of$MASS$Conference$~$October$2015$
Twi?er$@SchoolMealsRock$@SchoolLunch$@____________$
Hashtag$#RealSchoolFood$#SchoolLunch$$#____________$
@TWITTER$#PARTY$
SNA$of$MASS$Conference$~$October$2015$
Powerful$Messages$
SNA$of$MASS$Conference$~$October$2015$
#NSLW$EvaluaTon$$
SNA$of$MASS$Conference$~$October$2015$
#NSLW$GA$is$#1$
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$
Growing$YOUR$Brand$
SNA$of$MASS$Conference$~$October$2015$
$
#NSLW$2016$
SNA$of$MASS$Conference$~$October$2015$
It’s$ALL$About$the$Brand$
SNA$of$MASS$Conference$~$October$2015$
It’s$ALL$About$the$Brand$
SNA$of$MASS$Conference$~$October$2015$
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$
$
Growing$$
SNA$of$MASS$Conference$~$October$2015$
Growing$Your$Online$Brand$
ASSESS YOUR CURRENT BRAND How does your program brand look today?
CREATE A VISION OF YOUR BRAND How can your brand look in the future?
PLAN NEXT BRANDING STEPS How can you get where you want to be?
SNA$of$MASS$Conference$~$October$2015$
What$is$a$brand?$Any brand is a set of perceptions and
images that represent a company, product or service. While many people think of a brand as a logo, tag line or audio jingle, a brand is much larger.
A brand is the essence or promise of what will be
delivered or experienced. SNA$of$MASS$Conference$~$October$2015$
What$is$a$brand?$A brand is …
WHO you are … WHAT you do …
HOW you operate.
SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$
Brands are generally developed over time through: • Advertisements containing consistent
messaging • Recommendations from friends, family members
or colleagues • Interactions with a company and its
representatives • Real-life experiences using a product or
service (generally considered the most important element of establishing a brand)
What$is$a$brand?$
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$
Once developed, brands provide an umbrella under which many
different products can be offered - providing a company tremendous economic leverage and strategic
advantage in generating awareness of their offerings in the
marketplace.
What$is$a$brand?$
SNA$of$MASS$Conference$~$October$2015$
SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$
SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$
Brand$Growing$Smarts$1. Get good HELP. 2. Choose CHANNELS carefully. 3. Care about EXCELLENCE. 4. Tell a great STORY. 5. Repeat positive MESSAGES. 6. Respond like PRO.
SNA$of$MASS$Conference$~$October$2015$
1. GET GOOD HELP.
SNA$of$MASS$Conference$~$October$2015$
! …$use$PR/communicaTons$department$! …$check$with$vendors$! …$involve$students$&$teachers$! …$involve$your$staff$! …$take$a$class$(online)$! ...$rentaaamillennial/centennial$! …$follow$colleagues,$criTcs$&$compeTtors$$
Consider the possibilities
SNA$of$MASS$Conference$~$October$2015$
Student design contest
SNA$of$MASS$Conference$~$October$2015$
Slide Share: Alice Henneman
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$
Use online help
SNA$of$MASS$Conference$~$October$2015$
2. Choose CHANNELS carefully.
SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$
WHICH$SOCIAL$MEDIA?$
SNA$of$MASS$Conference$~$October$2015$
! …$customer$interests$! …$customer$needs$! …$their$conversaTon$! …$their$EXPERIENCE$
Always focus on
SNA$of$MASS$Conference$~$October$2015$
! …$pick$1$(or$2)$channels$$$! …$develop$your$skills$! …$master$the$channel$$! …$move$on$when$ready$$
Start small
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$
SNA$of$MASS$Conference$~$October$2015$
3. CARE about EXCELLENCE.
SNA$of$MASS$Conference$~$October$2015$
SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$
! …$in$text$$! …$in$photos$! …$in$giving$credit$$$! …$in$#links$to$other$#SocialMedia$conversaTons$
EXCELLENCE
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$
! …$add$photos$or$graphics$! …$use$short,$posiTve$text$! …$opTmize$for$phones$! …$use$EDIT$and$DELETE$$
EXCELLENCE
SNA$of$MASS$Conference$~$October$2015$
" …$EDIT$on$Facebook$$" …$EDIT$on$Pinterest$" …$DELETE$anything$with$a$serious$error$or$anyTme$you$are$asked$to$do$so$by$someone$
Always
SNA$of$MASS$Conference$~$October$2015$
! …$dozens$of$photos$! …$outaofafocus$photos$! …$paragraphs$of$text$! …$misspelled$words$
Not so excellent
SNA$of$MASS$Conference$~$October$2015$
! …$1a3$posts$on$FB$per$day$! …$2a4$Tweets$per$day$! …$regular$blogs$or$vlogs$
Less IS more
SNA$of$MASS$Conference$~$October$2015$
Less IS more
SNA$of$MASS$Conference$~$October$2015$
4. Tell a great STORY.
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
Tell$a$STORY
.$ Tell$a$STORY.$
Tell$a$STORY.$Tell$a$STORY
.$
Tell$a$STORY
.$
“After I have breakfast, I feel good at listening and learning,” says 1st grader
Byron (NY)
Tell$a$STORY.$
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$
5. Repeat positive
MESSAGES.
Repe
at$M
ESSA
GES.$
Repe
at$M
ESSA
GES.$
SNA$of$MASS$Conference$~$October$2015$
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
Repeat$MESSAGES.$“It’s$only$
NUTRITION,$$WHEN$they$eat$and$drink$it.”$$
!Dayle!Hayes,!MS,!RD!
SNA$of$MASS$Conference$~$October$2015$
More$FUEL$into$Kids$Less$Food$into$Trash$Cans!$
SNA$of$MASS$Conference$~$October$2015$
6. Respond like a PRO.
SNA$of$MASS$Conference$~$October$2015$
SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$
$$$
Responding$like$a$PRO(
(Parent$Comment$#1$• “I(did(not(want(to(hit("like"(because(that(certainly(is(not(how(I(feel.(Seriously(
offering("uncrustables"(as(a(vegetarian(op6on?(And(every(single(day?(Have(you(
actually(read(the(ingredients?(This!is!very!close!to!the!most!toxic!food!(and!I!use!the!term!"food"!lightly)!we!could!offer!our!children.(I(remain(extremely(disappointed(in(the(phytonutrient(value(of(the(food(choices(at(my(son's(school((Hancock).(the(September(menu(hints(about(exercise(and(the(posts(on(this(wall(make(it(sound(like(CUSD(is(all(over(nutri6on(and(wellness,(but(there(is(NO(reflec6on(of(this(on(the(school(menu.(Do(we(need(to(look(far(to(determine(why(obesity(is(rampant(among(our(children?(
Met$with$parent$at$our$site$Able$to$listen$and$then$inform$
SNA$of$MASS$Conference$~$October$2015$
$$$
Responding$like$a$PRO(
Parent$Comment$#2$• “The(Nutri6on(“thinkXtank”((sounds(beZer(than(department)(met(with(me(last(week.(Really!impressed!that!they!took!the!Dme!to!meet!with!a!concerned!parent.!I!was!surprised!at!how!much!goes!on!behind!the!scenes!to!make!lunch!healthier!for!our!kids.!Certainly(they(have(challenges,(but(they(are(moving(in(the(beZer(direc6on(for(our(kids.(The(use(of(Alpine(Valley(breads(is(just(one(example(of(things(you(may(not(know(about(that(are(used(to(increase(the(quality(of(lunches.”(
SNA$of$MASS$Conference$~$October$2015$
SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$
ENJOY THE
CONVERSATION. SNA$of$MASS$Conference$~$October$2015$
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Enjoy ...
SNA$of$MASS$Conference$~$October$2015$
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SNA$of$MASS$Conference$~$October$2015$
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SNA$of$MASS$Conference$~$October$2015$
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SNA$of$MASS$Conference$~$October$2015$
FACEBOOK$
SNA of MASSACHUSETTS Conference Worcester, Massachusetts
October 2015
Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock
SNA$of$MASS$Conference$~$October$2015$
@SchoolMealsRock$
SNA$of$MASS$Conference$~$October$2015$
PINTEREST$
SNA$of$MASS$Conference$~$October$2015$
• Cheerleader(for(Excellence(in(School(Health(&(Child(Nutri6on((
• Consultant(to(agencies,(organiza6ons(&(districts(na6onwide(
• 2013(Montana(School(Nutri6on(Professional(of(the(Year((MT(SNA)(• Facebook$
School$Meals$That$Rock$$$$• Twi?er$
@SchoolMealsRock$• Pinterest$
SchoolMealsThatRock$• Blog$
SchoolMealsThatRock.org$• Email$
Dayle$Hayes,$MS,$RD$