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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Leveraging SNA’s Outreach Tools
National Leadership Conference
April 30, 2011
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
SNA National’s PR Approach
• Reach students, parents and school communities via our membership
• Media outreach led by SNA PR Team & PR agency help
• General calendar of events
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
SNA Promotes Healthy School Meals Year-Round
• NSLW, NSBW, Back to School campaigns
• Tray Talk campaign• Social Media (twitter,
Facebook, online comments)
• Responding to hot topics (CNR, Meal Pattern, Jamie Oliver)
• Spokesperson Network
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
SNA PR Tools
• Media outreach tips, talking points, sample letters to the editor/parents, handouts and more:– Visit www.schoolnutrition.org
• Click on Resource Center
• Click on Promoting Your Program
– Visit www.schoolnutrition.org/TrayTalk• Click on PR Tools
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Jamie Oliver Defense Plan
• Second Season Premiere on April 12th
• Pre-season buzz
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Arming our Members
• Compiled facts & background on the show
• Updated key resources
• Informed members via web story, e-blast, SNAC Bites etc…
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Raising our Profile
• Alerted SNA’s Spokesperson Network
• Spokespeople were urged to engage in proactive media and community outreach prior to and during the show
• Ramped up media and social media outreach– Boosted Google SEO advertising for Tray Talk
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Responding to the Show
• SNA is promoting our “School Food Revolution” to parents and the media with media releases
• Also responding to online news/stories/blog articles abot the show
• New area on the SNN about Jamie Oliver so you can express your POV
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Calendar of Events
• January: Tray Talk Week
• March: Breakfast Week and LAC
• July: Annual Conference Outreach
• June-August: Summer Feeding
• August/September: Back to School
• October: Lunch Week
• Year-Round: Proactive and Reactive Outreach
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
How can State Affiliates piggy back on SNA National’s PR Outreach?
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
SNA of Massachusetts
• SNA of Massachusetts website links to Tray Talk
• Information in newsletters, flyers and emails about SNA PR tools and Tray Talk.
• Strongly encouraged success story submission to Tray Talk
• Contracting with SNA PR Agency, the Kotchen Group, to do a media training pre-conference session for Fall 2011 conference
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Georgia SNA
• Kick-off event in September – Our kick-off to National School Lunch Week– Presented Tray Talk and video
• Send out reminder emails, create our own Georgia menu for NSLW
• On our Facebook page, link to Tray Talk and SNA’s Facebook page
• Present PR Toolkit at Leadership Training, and feature in monthly newsletters
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Your Perspectives!
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
National School Lunch Week - October 10-14, 2011
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Key Campaign Goals
• Promote the overall benefit that school lunch helps kids grow healthy
• Promote farm to school and locally grown foods
• Promote the foods and nutrients required for kids to grow healthy and strong
• Educate students on where food comes from
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Farm to School Recipes
• Members from across the USA sent in Farm to School recipes using seasonal produce
– Turkey, Cheddar and Apple Sandwich– Roasted Tomato Sauce– Pancit (Philippines) – Roasted Pumpkin
• Regional recipes available at www.schoolnutrition.org/grow
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Try Something New
Take a field trip to a:
• Local Farm
• Urban Farm
• Pumpkin Patch
• Apple Orchard
• Farmer’s Market
Grow Something:
Lima beans in a bag or basil and parsley in
pots.
Find out what foods
grow in your region and create a
display.
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Tools & Information
• Member site www.schoolnutrition.org/grow– Recipes– Toolkit – Activity Sheets– Backpack brochures for students and parents– Downloadable presentations & press release– Let’s Grow Healthy Community
• Emporium for posters, balloons, pencils, aprons, bags, rulers, stickers etc…
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Made possible with support from
MilkPEP
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
National School Breakfast Week - March 7-11, 2011
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Book Cover Contest
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Book Cover Contest
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Book Cover Contest
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Book Cover Contest
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
National School Breakfast Week
March 5-9, 2012
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Campaign Goals and Theme
• Highlight to students the benefits of eating a healthy balanced breakfast at school and how it sets you up for a day of learning.
• “Go for Gold!” will tie in with the 2012 London Olympics and will focus on sports as well as academic achievement.
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
School Breakfast Medal Contest
• Design contest for students.
• Students design their own school breakfast medal highlighting the benefits of eating a healthy breakfast.
• Limited to a 3 word slogan on the design.
• 1 national winner will have their design recreated as an item (such as a pin or t-shirt) which will be sold in the Emporium.
• 2 Runners-up will receive a prize pack.
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Tools & Information
• Member site www.schoolnutrition.org/gold– Menus
– Toolkit including contest forms
– Activity Sheets
– Backpack brochures for students and parents
– Downloadable presentations & press release
– “Go for Gold” Community
– Logos and artwork
• Emporium for posters, balloons, pencils, aprons, bags, rulers etc…
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Made possible with support from
General Mills
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Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org
Thank you!