marketing to your customers in a digital ageschoolnutrition.org/uploadedfiles/2_meetings_and... ·...

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

MARKETING TO YOUR CUSTOMERS IN A DIGITAL AGE

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• Kern Halls

⎻ Owner: Ingenious Culinary Concepts

Affiliation or Financial Disclosure

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

Speaker Slide

Kern Halls BS, BM

Chief Innovator for Ingenious

Culinary Concepts

Donette Worthy

Child Nutrition Director

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• Facebook

Ingenious Culinary Concepts

@ingeniouscc

• Twitter

@ingeniouscc.com

• Blog

⎻ www.ingeniouscc.com

• Email

kern@ingeniouscc.com

CONTACT INFORMATION

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

United States Navy

Culinary Specialist

Walt Disney World

Managed $18M in sales

Orange County Public Schools

Senior Manager

Marketing, special projects

Managed 23 High Schools

18 of 19 schools in Red

22 of 23 in Black

BACKGROUND

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

Practitioners

Awarding winning track recording for increasing participation

Support districts around the nation

Core Services: Professional Development & Capacity Building

(district support visits/coaching)

Our work: Centers on student needs & feedback

BACKGROUND NOW

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• Marketing• Students and Parents

• Time• Not enough hours in

the day

• Product ideation• New concepts• New products

PAIN POINTS

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

GENERATION GAP

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

BUZZ OR STREET MARKETING

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• It’s challenging cutting through the clutter.

• New age “Word of Mouth”.

• Find popular student or student groups.

• Have them purchase and highlight your product

or service.

• Use them in videos and/or morning

announcements.

BUZZ OR STREET MARKETING

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

STUDENT ENGAGEMENT

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

STUDENT ENGAGEMENT

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• How are you greeting your

customers?

• How do you answer your phone?

• Are you thanking your customers?

• Fast food establishments are.

• It’s free and NONNEGOTIABLE.

STUDENT ENGAGEMENT

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• Pairing students with each other

• Recipe testing

• Recipe development

• Implementation of concepts

INVOLVE THEM IN THE PROCESS

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

REMODELING PROCESS

• Kevin Ponce from OKCPS

• Two schools are being fully

renovated

• Student organization helped with

decision to remodel

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

HOW TO BUILD YOUR FOLLOWING

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

INDUSTRY

McRibChipotle

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• Lead with the value you bring and how it can help them.

• Try different approaches, for example discuss:

⎻ Being active

⎻ Hydration

⎻ Getting enough rest

⎻ What are the best snacks to stay alert in class

BE AUTHENTIC

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• Do your customers or stakeholders know what you

stand for?

• Can you relate to them by being knowledgeable of

trends.

• What's in it for them?

• They have to feel valued so they can connect with you.

BUILD A COMMUNITY

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• Be in constant communication with your customers

• Utilize social media platforms that reach your

customers

• Your goal is to create a dominate presence

• Provide frequent promotions

• Provide an emotional connection

HAVE AN OPEN DIALOGUE

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

COMMUNICATION

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

COMMUNICATION

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

SOCIAL MEDIA

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

SOCIAL MEDIA

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

SOCIAL MEDIA

Engaging postsFun posts

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

UTILIZING SOCIAL MEDIA

Announce winnersHave a variety of prizes

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• FacebookTuscaloosa County Child Nutrition Program@TCSSNP

• Twitter

@TcssCNP

• Website

⎻ www.tcsscnp.com

• Email

adworthy@tcss.net

CONTACT INFORMATION

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• What does branding have to

do with Digital Marketing?

❖ Sets you apart

❖ Creates recognition

❖ Supports your Marketing efforts

❖ Professional

Branding

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

Branding examples….

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

Menu App

• Communicate menus with parents and students

• Allow our team to obtain customer feedback

• Communicate allergy information to our community

• Showcase pictures of our products next to the product itself

Menu Apps & Menu Boards

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

Menu Board

• Communicate menu to students while they are in line

• Personalize it so it is “their own”

• Promote new menu items

Menu Apps & Menu Boards

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

Facebook

• Communicate with parents and

students

• Showcase your program

• Change the perception

Social Media

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

Twitter

• Another platform to communicate with

parents and students

• Showcase your program

• Change the perception

• Connect with other programs

Social Media

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

Not so Positive

• Rude or ugly comments

• Takes time and effort

Positive

• Showcase the positive of your

program

• Show new recipes and upcoming

menus

• Change the mindset of child nutrition

• Positive impact on the school

• Positive impact on the school system

Isn’t social media bad?

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

• This session provides one (1) CEU

⎻ Key Area: Communications & Marketing-4000

⎻ Key Topic: Marketing to your customers in a digital age

Professional Standards Code

EARN

CONTINUING

EDUCATION

CREDITS