2015-10 MA SNA BrandingSNA of MASSACHUSETTS Conference Worcester, Massachusetts October 2015 Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock

SNA of MASSACHUSETTS Conference Worcester, Massachusetts

October 2015

Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock BLOG www.SchoolMealsThatRock.org PINTEREST School Meals That Rock

SNA$of$MASS$Conference$~$October$2015$

•  Cheerleader(for(Excellence(in(School(Health(&(Child(Nutri6on((

•  Consultant(to(agencies,(organiza6ons(&(districts(na6onwide(

•  2013(Montana(School(Nutri6on(Professional(of(the(Year((MT(SNA)(•  Facebook$

School$Meals$That$Rock$$$$•  Twi?er$

@SchoolMealsRock$•  Pinterest$

SchoolMealsThatRock$•  Blog$

SchoolMealsThatRock.org$•  Email$

[email protected]$$

Dayle$Hayes,$MS,$RD$


Twi?er$@SchoolMealsRock$@SchoolLunch$@____________$

Hashtag$#RealSchoolFood$#SchoolLunch$$#____________$

@TWITTER$#PARTY$


Powerful$Messages$


#NSLW$EvaluaTon$$


#NSLW$GA$is$#1$


October 2015


SNA$of$MASS$Conference$~$October$2015$ SNA$of$MASS$Conference$~$October$2015$

Growing$YOUR$Brand$


$

#NSLW$2016$


It’s$ALL$About$the$Brand$


It’s$ALL$About$the$Brand$



October 2015



$

Growing$$


Growing$Your$Online$Brand$

ASSESS YOUR CURRENT BRAND How does your program brand look today?

CREATE A VISION OF YOUR BRAND How can your brand look in the future?

PLAN NEXT BRANDING STEPS How can you get where you want to be?


What$is$a$brand?$Any brand is a set of perceptions and

images that represent a company, product or service. While many people think of a brand as a logo, tag line or audio jingle, a brand is much larger.

A brand is the essence or promise of what will be

delivered or experienced. SNA$of$MASS$Conference$~$October$2015$

What$is$a$brand?$A brand is …

WHO you are … WHAT you do …

HOW you operate.


Brands are generally developed over time through: •  Advertisements containing consistent

messaging •  Recommendations from friends, family members

or colleagues •  Interactions with a company and its

representatives •  Real-life experiences using a product or

service (generally considered the most important element of establishing a brand)

What$is$a$brand?$


October 2015



Once developed, brands provide an umbrella under which many

different products can be offered - providing a company tremendous economic leverage and strategic

advantage in generating awareness of their offerings in the

marketplace.

What$is$a$brand?$





October 2015



Brand$Growing$Smarts$1.  Get good HELP. 2.  Choose CHANNELS carefully. 3.  Care about EXCELLENCE. 4.  Tell a great STORY. 5.  Repeat positive MESSAGES. 6.  Respond like PRO.


1. GET GOOD HELP.


! …$use$PR/communicaTons$department$! …$check$with$vendors$! …$involve$students$&$teachers$! …$involve$your$staff$! …$take$a$class$(online)$! ...$rentaaamillennial/centennial$! …$follow$colleagues,$criTcs$&$compeTtors$$

Consider the possibilities


Student design contest


Slide Share: Alice Henneman


October 2015



Use online help


2. Choose CHANNELS carefully.


WHICH$SOCIAL$MEDIA?$


! …$customer$interests$! …$customer$needs$! …$their$conversaTon$! …$their$EXPERIENCE$

Always focus on


! …$pick$1$(or$2)$channels$$$! …$develop$your$skills$! …$master$the$channel$$! …$move$on$when$ready$$

Start small


October 2015




3. CARE about EXCELLENCE.



! …$in$text$$! …$in$photos$! …$in$giving$credit$$$! …$in$#links$to$other$#SocialMedia$conversaTons$

EXCELLENCE


October 2015



! …$add$photos$or$graphics$! …$use$short,$posiTve$text$! …$opTmize$for$phones$! …$use$EDIT$and$DELETE$$

EXCELLENCE


" …$EDIT$on$Facebook$$" …$EDIT$on$Pinterest$" …$DELETE$anything$with$a$serious$error$or$anyTme$you$are$asked$to$do$so$by$someone$

Always


! …$dozens$of$photos$! …$outaofafocus$photos$! …$paragraphs$of$text$! …$misspelled$words$

Not so excellent


! …$1a3$posts$on$FB$per$day$! …$2a4$Tweets$per$day$! …$regular$blogs$or$vlogs$

Less IS more


Less IS more


4. Tell a great STORY.


October 2015


Tell$a$STORY

.$ Tell$a$STORY.$

Tell$a$STORY.$Tell$a$STORY

.$

Tell$a$STORY

.$

“After I have breakfast, I feel good at listening and learning,” says 1st grader

Byron (NY)

Tell$a$STORY.$


October 2015



5. Repeat positive

MESSAGES.

Repe

at$M

ESSA

GES.$

Repe

at$M

ESSA

GES.$



October 2015


Repeat$MESSAGES.$“It’s$only$

NUTRITION,$$WHEN$they$eat$and$drink$it.”$$

!Dayle!Hayes,!MS,!RD!


More$FUEL$into$Kids$Less$Food$into$Trash$Cans!$


6. Respond like a PRO.




October 2015



$$$

Responding$like$a$PRO(

(Parent$Comment$#1$•  “I(did(not(want(to(hit("like"(because(that(certainly(is(not(how(I(feel.(Seriously(

offering("uncrustables"(as(a(vegetarian(op6on?(And(every(single(day?(Have(you(

actually(read(the(ingredients?(This!is!very!close!to!the!most!toxic!food!(and!I!use!the!term!"food"!lightly)!we!could!offer!our!children.(I(remain(extremely(disappointed(in(the(phytonutrient(value(of(the(food(choices(at(my(son's(school((Hancock).(the(September(menu(hints(about(exercise(and(the(posts(on(this(wall(make(it(sound(like(CUSD(is(all(over(nutri6on(and(wellness,(but(there(is(NO(reflec6on(of(this(on(the(school(menu.(Do(we(need(to(look(far(to(determine(why(obesity(is(rampant(among(our(children?(

Met$with$parent$at$our$site$Able$to$listen$and$then$inform$


$$$

Responding$like$a$PRO(

Parent$Comment$#2$•  “The(Nutri6on(“thinkXtank”((sounds(beZer(than(department)(met(with(me(last(week.(Really!impressed!that!they!took!the!Dme!to!meet!with!a!concerned!parent.!I!was!surprised!at!how!much!goes!on!behind!the!scenes!to!make!lunch!healthier!for!our!kids.!Certainly(they(have(challenges,(but(they(are(moving(in(the(beZer(direc6on(for(our(kids.(The(use(of(Alpine(Valley(breads(is(just(one(example(of(things(you(may(not(know(about(that(are(used(to(increase(the(quality(of(lunches.”(




October 2015



ENJOY THE

CONVERSATION. SNA$of$MASS$Conference$~$October$2015$

$$$

Enjoy ...


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Enjoy ...


FACEBOOK$


October 2015



@SchoolMealsRock$


PINTEREST$


•  Cheerleader(for(Excellence(in(School(Health(&(Child(Nutri6on((

•  Consultant(to(agencies,(organiza6ons(&(districts(na6onwide(

•  2013(Montana(School(Nutri6on(Professional(of(the(Year((MT(SNA)(•  Facebook$

School$Meals$That$Rock$$$$•  Twi?er$

@SchoolMealsRock$•  Pinterest$

SchoolMealsThatRock$•  Blog$

SchoolMealsThatRock.org$•  Email$

[email protected]$$

Dayle$Hayes,$MS,$RD$

2015-10 MA SNA BrandingSNA of MASSACHUSETTS Conference Worcester, Massachusetts October 2015 Dayle Hayes, MS, RD FACEBOOK School Meals That Rock TWITTER @SchoolMealsRock

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