Branding Your School District for Success · •Branding is a way of identifying your business. It...
Transcript of Branding Your School District for Success · •Branding is a way of identifying your business. It...
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Branding Your School District for Success
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Speaker Slide
Kern Halls BS, BM
Chief Innovator for Ingenious
Culinary Concepts
Carol Weekly, RDN, SNS
Application Consultant
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Ingenious Culinary Concepts
@ingeniouscc
@ingeniouscc.com
• Blog
⎻ www.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
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• Kern Halls
⎻ Owner: Ingenious Culinary Concepts
• Carol Weekly, RDN, SNS
⎻ Employee: Titan School Solutions
Affiliation or Financial Disclosure
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
What is Branding?
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• Define your brand
⎻ What is your company's mission?
⎻ What is your tag line?
⎻ What are the benefits and features of dining with you?
⎻ What do your customers already think of your business?
⎻ What qualities do you want them to associate with your
company?
THE PROCESS
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• Create a logo
• Develop social media profiles⎻ Try to get the same handles for all profiles.
⎻ Establish and own all handles even if you do not use them now.
⎻ Focus on your internal and external stakeholders.
• Integrate your plan⎻ Is everyone on board?
⎻ Are you utilizing your logo on all of your assets?
• Develop creative ways to answer the phone
• Email signatures should be consistent.
GET THE WORD OUT
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• Menu templates
• Letterheads
• Paper Supplies
• The way you utilize your logo.
MARKETING MATERIALS
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
BRAND ANY AND EVERYTHING
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
BRAND ANY AND EVERYTHING
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
WEBSITE
© CO PY RIG HT 2018 SC HO O L NU TR ITIO N ASS O CIATIO N | #ANC 18 | LAS VEG A S, NV
WEBSITE
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DALLAS ISD FOOD FESTIVAL
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• Branding your entire cafeteria experience with your school’s identity coupled with a national and wellness message creates a sense of affiliation for all your students, parents, school staff, and local community.
• When your cafeteria’s menus, walls, social media, and website all conform to the image you’ve created for your school foodservice operation, it has a long-lasting impact in the minds of your entire targeted audience.
STAND OUT
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• In addition to establishing brand awareness and brand
recall, creative branding incites loyalty.
• Ensuring your cafeteria is the first choice to eat for
most, if not all, of your students.
STAND TALL
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ASTHETICS (BEFORE)
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ASTHETICS (AFTER)
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IDENTIFYING YOUR TARGET MARKET
Elementary School
(Typically ages 5-10)
Middle School
(Typically ages 11-13)
High School
(Typically Ages 14-18)
Toddlers/preschool
(Typically ages 2-5)
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WHICH ONE IS MORE RELATABLE?
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IDENTIFYING YOUR TARGET MARKET
Elementary School
(Typically ages 5-10)
Middle School
(Typically ages 11-13)
High School
(Typically Ages 14-18)
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
• Participation:⎻ Of the three common educational levels, student meal
consumption is typically highest at the elementary level
• Common Barriers:⎻ Many elementary students are brown-baggers and
parents drive the decision to pack their school lunch.
⎻ Getting elementary students to consume a variety of both cooked and fresh vegetables can be challenging.
⎻ Pre-cut, washed, and “ready to eat” fruit is preferred over whole fruit options.
ELEMENTARY CONSUMER
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• Participation:⎻ At the middle school level, students begin to
form stronger opinions and perceptions about the products and services available in their school cafeterias.
• Common Barriers:⎻ Socializing is top priority and middle
schoolers will forgo lunch to spend time with friends.
⎻ Eating breakfast is often the last item on a middle schooler’s daily morning to-do list.
MIDDLE SCHOOL CONSUMER
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• Participation:⎻ High school students are the most challenging of the
three educational levels
⎻ High schoolers often sleep in and only leave enough time in the morning to arrive at school before the tardy/first bell.
• Common Barriers:⎻ The lunch period for high school is often in the early
afternoon; therefore, some high schoolers opt to skip breakfast since lunch is typically served before the new day’s initial hunger pains arrive.
⎻ Many high school students refuse to wait in long lines for and/or purchase products they feel are mediocre or of lower quality
HIGH SCHOOL CONSUMER
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
• Branding is a way of identifying your business. It is
how your customers recognize and experience
your business. A strong brand is more than just a logo;
it's reflected in everything from your customer service
style, staff uniforms, business cards and premises to
your marketing materials and advertising.
Why do you want to brand your department?
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
• Make the decision to create a logo
and start branding your
department.
• Cost parameters
• Time parameters
My experience
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• What message do you want to deliver about your program/services?
• Does your district already have a logo that you want to work off of?
• Who do you want involved in the decision making?
• Resources
⎻ Who do you know?
⎻ What resources does your
district already utilize?
⎻ Do you have access to
students in your district or
nearby colleges?
⎻ Do you have interns?
Starting point
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• Come up with 2-3 options
⎻ Tag line
⎻ Graphic
• Make sure to be absolutely sure of your tag line and
logo, this is going to be your brand!
Never settle
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• Business cards
• Department vehicles
⎻ Especially your delivery trucks
• Uniforms
• Social Media accounts
Use your brand on everything
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Additional examples
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• Once you have your brand you need to start to look at
your program…
⎻ What message do you want to send your customers?
⎻ What do you want outsiders to see?
⎻ What do you want staff to think/feel?
⎻ What look/theme are you going for?
Branding & Marketing
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
• What changes, big or small, would make a difference in
your cafeteria?
⎻ Paint
⎻ Graphics
⎻ Menu boards
⎻ Signage
What do your cafeteria environments say about the program?
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• Paint can make a huge difference in the look and feel of the cafeteria. Cost can be minimal, but the impact is huge!
Paint
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Additional Paint Transformations
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• You can work with a professional graphic artist, with your high school advanced graphic students or even with college students trying to build their portfolio.
Graphics can also transform your cafeteria
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Middle School #1
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Middle School #2
• High school graphic arts students created the cafeteria name and graphic, the school principal chose the moto.
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Line Graphics – match the school mascot theme
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• Same yellow wall, transformed to support school spirit.
High School – wall transformation
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• You have what it takes to get it done!
• It doesn’t always have to cost a fortune.
• Be willing to get dirty or ask for help.
Don’t wait, just do it!
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
• This session provides one (1) CEU
⎻ Key Area: Communications & Marketing-4120
⎻ Key Topic: Branding Your School District for Success
Professional Standards Code
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