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“Come and Get It!”

“Come and Get It!”. Put Your Breakfast Promotion in Motion Margie Graham, RD, LD St. Louis District Dairy Council. Breakfast: Land of Opportunity. Breakfast Boosts Brain Power www.frac.org www.nutritionexplorations.org Schools Come Up Short Kids Missing Out. 2004 NENA Survey.

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“Come and Get It!”

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  1. “Come and Get It!” Put Your Breakfast Promotion in Motion Margie Graham, RD, LD St. Louis District Dairy Council

  2. Breakfast: Land of Opportunity • Breakfast Boosts Brain Power www.frac.org www.nutritionexplorations.org • Schools Come Up Short • Kids Missing Out

  3. 2004 NENA Survey Nutrition Education Needs Assessment “WHAT ARE YOUR CHALLENGES?” • Lack of support from key individuals • Perceived welfare status of program • Lack of equipment to facilitate service

  4. District Snapshot • South Eastern Missouri rural community Total Enrollment: 3971 students 42% Free/Reduced Rate • Target Group: 795 elementary students 74% Free/Reduced Rate Breakfast ADP 55%

  5. District-Specific Issues • Temporary success with promotions ( 20% increase in ADP short-lived) • Wavering student interest • Lack parental/faculty/community support • Lack of equipment to accommodate service

  6. GOAL: “Eat to Be Smart and Healthy” is a pilot program aimed at improving the nutrition status of low-income children by making school breakfast, of which milk is a major component, more attractive and accessible.” OBJECTIVES: Increase breakfast program ADP by 10% over the school year in 3 participating schools. Increase milk consumption among breakfast eaters by 10% .

  7. Strengthen Objectives • Within 6 months, 5% increase in volume of milk served • Within 9 months 100% teachers and parents aware • Within 9 months 10% sustained ADP increase

  8. Eat To Be Smart Budget

  9. Multi-Level Marketing Approach Internal Promotion: • Monthly Cafeteria Promos • Training: School Nutrition Staff Administration and Teachers • Placement of Milk Coolers External Promotion: • Parent Newsletter-Monthly • Public Service Announcements

  10. Tracking/Data Collection • ADP tracked and reported monthly • Milk consumption tracked monthly • Pre/post-session attitude surveys • Before/after support surveys • PSA airplay tracked and reported

  11. (Promotion Kit Contents)

  12. (Promotion Kit Contents)

  13. Cafeteria Promotions (photos)

  14. Promoting with Pizzazz • Don’t Be A Turkey-Eat Breakfast • Eat To Be Smart-Have a Happy Heart! • Spring Fling • Stick to Nutrition-Eat Breakfast • Erase Hunger-Eat Breakfast to Be Smart • On Top of Your Game with School Breakfast

  15. “Eat Smart from the Start” • Included flyer in school newsletter • Sent parent newsletter home • Played daily morning announcement on PA • Created/displayed posters throughout school • Gave student incentives weekly • Held coloring contest/drawing • Staff wore promo T-shirts/visors/aprons • Breakfast eaters awarded bracelets

  16. (Photos)

  17. Breakfast Participation by School

  18. Milk Consumption by School

  19. Combined Breakfast ADP

  20. Promotion and ADP

  21. Equipment Enhancements • Proper placement of milk coolers imperative in assessing intended impact on ADP • Consideration of less expensive models

  22. Teacher Support

  23. Parental Awareness

  24. External Promotion Community Outreach • 2.1 million impressions garnered from 3 broadcast radio stations over 9 month period • Impact on ADP (?)

  25. Reaching Parents • Cost-effective • Time-efficient • Utilize existing communication channel • Target message to specific audience

  26. Teacher Knowledge Assessment • 100% know that children who eat breakfast have an easier time concentrating/learning than those who skip breakfast. • 88% strongly agree that breakfast is essential to a student’s success in the classroom (12% agree).

  27. Teacher Knowledge Assessment • 44% indicate that school cafeterias typically serve inexpensive, quick-fix breakfast meals that can be high in fat and calories. • 12% believe that students must qualify to eat breakfast at school, based on economic guidelines.

  28. Reaching Teachers • Convenience is KEY • Communication is CRUCIAL • Collaboration is CRITICAL

  29. Tips and Tools • Promotions come in ALL sizes • Target your audiences-each of them! • Work from inside out • Involvement spurs excitement • Breakfast is a good story-tell it! • Think next steps • Toot your horn: Ring that bell!

  30. Additional Resources: www.stldairycouncil.org www.nutritionexplorations.org

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