Post on 15-Jun-2015
Summer Food Marketing & Outreach
2011
Public-private partnerships
A strategic plan to end childhood hunger
Leveraging the public investment for food and nutrition programs
For the federal summer nutrition programs, that means . . .
Conducting aggressive outreach and eliminating program
barriers.
More than half (1.5 million)
of the children in Florida qualify for free or reduced-price school meals.
only 1 in 10 of those children received meals in
the SFSP in 2010.
ASSESSING THE NEED
Initial 8 Pilot Counties
Broward, Dade, Hillsborough, Orange, Osceola, Palm Beach, Pinellas, and Polk
Marketing Partners
Anquan Boldin Foundation
PSA – Miami-Dade
English Version(Click here to view online)
Spanish Version(Click here to view online)
PSA – Orlando Area
English Version(Click here to view online)
Spanish Version(Click here to view online)
PSA – Palm Beach
Anquan Boldin Foundation
(Click here to view PSA online)
Miami Launch - EVENT
Miami Launch - COVERAGE
Florida Partnership to End Childhood Hunger
• 211
• City and County Governments
• County Health Departments (WIC Offices)
•Department of Children and Families (and Community Partner ACCESS sites)
• Faith-Based Organizations
• Goodwill
• Law Enforcement
• Medicaid Offices
• Workforce Centers
Community Partners
Branding Summer Nutrition
Florida Partnership to End Childhood HungerSummer Food Outreach 2011
MULTI-LINGUAL BUSINESS CARDS
Florida Partnership to End Childhood Hunger
English CreoleSpanish
Summer Food Outreach 2011
300,000+ cards distributed
Florida Partnership to End Childhood Hunger
POSTERS & FLYERS
Multi-lingual
Florida Partnership to End Childhood Hunger
BUS SHELTER SIGNS
Across Miami-Dade and Broward Counties
Making Information Accessible via iPHONE APP
Community Partners Promote with WEB BANNERS
PRIME EXAMPLE: WKMG Homepage Takeover
Marketing to Kids via FACEBOOK & TWITTER
WWW.SUMMERFOODFLORIDA.ORG
Early numbers for the 8 pilot counties indicate a possible
RESULTS!
increase of 11,000 in average daily attendance
up by 15%!
Were that rate applied to the whole state,
an additional 22,000 children could be served.
Expanding Marketing Collaborative Statewide with the Florida Department of Agriculture and Consumer Services
What’s Next?…
• A new statewide PSA with Commissioner Adam Putnam and Florida's Pro-Sports Teams
• Fresh Fruit and Vegetable Pilot for the Summer Nutrition Program
• Using federal state administrative expense dollars to underwrite marketing components, like enlisting 2-1-1 agencies to staff statewide help-lines
Going into 2012!
Florida Partnership to End Childhood Hunger
Focus group participants said they’d be more likely to come to summer food sites if meals were more appealing with fresh and hot menu items.
This is echoed in a Florida school breakfast study. To the exclusion of other factors, students identified taste and visual appeal, a desire for hot food, greater variety, and increased healthfulness as key to their participation.
Good Food Attracts Kids!
•Multi-lingual operators
•Reporting and assessment capabilities
•Open extended hours
•Access to 2-1-1’s promotion outlets to families in need and other organizations serving target populations.
Partnering Statewide with 2-1-1