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The Evolution of STARAwards

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STARAwards Program members earn professional development funds for manufacturing sponsors that get valuable and actionable sale data.

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Page 1: STARAwards K12 Intro

The Evolution of STARAwards

Page 2: STARAwards K12 Intro

K-12 – Enormous Opportunities

• The Top 100 School Districts*• 9,774 school locations• $971 million in food purchases• 985 million meals served• 6.8 million students

• Only eight of the Top 100 are contract managed districts.• There are 16,832 School Districts** nationwide, serving 45

million students.*Source: FoodService Director, 1/08 **Source: NCES School District Data

Page 3: STARAwards K12 Intro

K-12 Market Overview – Top 100

• The School Foodservice Dollar• Food costs per meal have increased

29% since the 2002-2003 school year.• For some districts, HACCP

compliance is boosting labor to unaffordable levels.

• 98% of the Top 100 have fully or partially implemented Congressionally mandated wellness policies.

• One-third belong to a co-op or GPO and commit two-thirds of their purchases to those programs.

Equipment2%

Supplies 6%

Labor49%Food

43%

Source: FoodService Director, 1/15/07

Page 4: STARAwards K12 Intro

K-12 Market Overview – Top 100

• School Meal Breakdown• Student participation:

79% in elementary school 67% in junior/middle school 51% in high school school

• Two-thirds say meal volume is increasing this year.

• 75% offer cashless payment options.

Lunch75%

Breakfast24%

Other 1%

Source: FoodService Director, 1/15/07

Page 5: STARAwards K12 Intro

Program Overview

• STARAwards is a loyalty program that has provided self-operating college and university foodservice operations with professional development funds for 15 years.

• STARAwards members purchase products from our manufacturer sponsors, earning points (STARs) that equate to dollars.

• These dollars are used by the Foodservice Director to support the professional development and training needs of the foodservice staff.

• STARAwards offers manufacturers an opportunity to add value and tip the buying decision in their favor.

• STARAwards is ready to begin serving the K-12 segment.

Page 6: STARAwards K12 Intro

STARAwards K-12 Penetration

• Our database contains contact information for 97,382 schools in 16,832 districts nationwide.

• On launch, STARAwards will gather purchase information, courtesy of our exclusive partnership with U.S. Foodservice, for 20,462 schools in 2,503 districts.

• STARAwards can help you get business in the K-12 segment, even when the bid process is taken into account.

Page 7: STARAwards K12 Intro

Program Overview – Benefits

• For Members:• Delivers value for ongoing purchase

of branded products• Operational advantages of using

products that provide flexible support• Culinary/merchandising support • Ease of participation

• For Sponsors:• Influences operator purchase

frequency• Identify and connect with your

customers• Receive ongoing year-round customer

intelligence• Expand sales reach with focused

targets• Increase brand marketing continuity• Affordable and measurable

Page 8: STARAwards K12 Intro

Program Overview – Using STARAwards Points

• Members will use funds to pay for professional development expenses, including:

• SNA Membership Dues, paid directly to the SNA• SNA Conference Registration Costs, paid directly to the SNA

Page 9: STARAwards K12 Intro

Program Enrollment

Page 10: STARAwards K12 Intro

2008-2009 Program Enrollment – Membership

• FREE membership for all K-12 School District Foodservice Directors.• Purchasing authorities/influencers will be encouraged to enroll or renew

each year.• “Soft launch” for the first year.• Target Top 100 districts with direct mail and advertising.• Ongoing enrollment throughout the program year.

• Leverages existing partnership with U.S. Foodservice for automated purchase reporting.

• Contract-managed districts are neither recruited nor encouraged to enroll in the program.

Page 11: STARAwards K12 Intro

2009-2010 Program Enrollment – Membership

• FREE membership for all K-12 School District Foodservice Directors.• Purchasing authorities/influencers will be encouraged to enroll or renew

each year.• Pre-SNA Enrollment Campaign to attendees.• SNA National Conference.• Post-SNA Enrollment Campaign to non-attendees.• State Conference Attendance is still being considered.

• Contract-managed districts are neither recruited nor encouraged to enroll in the program.

Page 12: STARAwards K12 Intro

Program Fees & Member Awards

Page 13: STARAwards K12 Intro

Fees & Awards – Sponsor Program Costs

• Program Fees – $1,500 per exclusive category.• Case Redemption Fee – $.10 per verified case.• STARs/Points – one STAR equals $.10.

• Sponsors set points/case (points/unit) awarded and can adjust points annually.• Points per case currently range from a quarter-STAR to 10 STARs.• Bonus points earned by members:

Online Submission Uploads ($2) Purchase Profiles ($25) Product Demonstrations ($10-$50)

Page 14: STARAwards K12 Intro

Sponsor Reports & Alerts

Page 15: STARAwards K12 Intro

Sponsor Reports – Customer Targeting

• Sponsors can view multiple reports on the STARAwards web site. • The Topline Purchase Report shows total purchase volume, total penetration and total

bonus items. • The School Detail Report provides detailed contact, size and distributor information for

each member institution.• The School Targeting Report gives the sponsor the ability to run targeted reports using a

variety of filters. • The Purchase Profile Report provides detailed information about the buying behaviors of

various school foodservice venues.• Three additional Targeting Reports are available for export as Excel files. These reports

are self-updating.• The Category Purchase Report provides detailed information about which products

categories are being purchased and their purchase quantities.

Page 16: STARAwards K12 Intro

Sponsor Alerts – Customer Targeting

• There are three email alerts that sponsors and their sales teams can opt to receive:

• New Enrollments alert sponsors to new contacts at the district or school level

• Purchase Profiles alert sponsors that competitive information is available

• Submission verification alerts provide purchase information, which includes cases verified, distributor information and time frames.

Page 17: STARAwards K12 Intro

Sponsor Email Campaigns

Page 18: STARAwards K12 Intro

Email Campaigns – Customer Targeting

• New sponsors get an introductory email campaign.• Sponsorship includes two additional email campaigns

throughout the program year (July-June).• Email campaigns let sponsors target customers with specific

product information, limited time offers, rebates or marketing campaigns.

Page 19: STARAwards K12 Intro

Year-end Analysis

Page 20: STARAwards K12 Intro

Year-end Analysis – Measuring Results

• In May, as the program year winds down, sponsors receive a presentation and reports, which provide details for the majority of the year’s activity.

• Final performance reports are provided after the completion of the program year in July.

Page 21: STARAwards K12 Intro

How to Contact Us

Page 22: STARAwards K12 Intro

Questions?

• It’s easy for members to contact STARAwards using the website contact form.

• You can contact the STARAwards Program toll free at 888-977-8277 or send email to [email protected].

• Call us direct:• Doug Austin – 417-885-4540• John Morris – 417-885-4561