MISSOURI FARM TO SCHOOLInitiative UpdateApril 2011
Background Research
1. Key informant interviews• Food service directors• Vendors• Farmers• Parents and other stakeholders
2. Survey of food service directors (N=421)3. Literature reviews
Audience Background & Segmentation
PrimarySchool food service directors
Approximately 750 in the state that participate in Nat. School Lunch Program
SecondaryFood vendorsSmall-scale family farmersSchool employeesParents of 1st-7th gradersHospitals and other large institutions
Objectives for the campaign
Creative Objective• Engage them as being critical to the health and economy. (Know)• Reinforce self-efficacy--there is something I can do about this problem.
(Believe)• Motivate them to take professional responsibility and ask for locally
grown and buy locally grown at least once. (Do)Tone
• Respectful• Empowering• Affirming (positive recognition of expertise)• Positive• Professional expertise that reflects on passion/identity
PositioningUsing locally grown foods help student health and strengthen local community
COMMUNICATION STRATEGIES
Barrier Message
Status Quo Try it once; Try a little local. See what other FSDs are making it work.Ask for locally grown once this year.
Cost Affordable and sometimes more inexpensive option.There are other options, too: •Giving students more whole foods options made from fresh foods (vs. prepackaged);•Introducing a new vegetable or fruit to the students each month and involving them in the decision making process;•5-2-1-0 options.
Bid process Find out what your local district threshold level is. 25K for state level.
Demand Try it once and get to know a local farmer or vendor who can supply local. Talk them early for next year.Manage the demand/availability concerns with a salad bar or snack options.
Time Little to no additional more time; typically involves some additional planning
Storage & prep
Locally grown takes the same amount of time to prep and store.
Communication StrategiesMessaging to target audience
PUBLIC RELATIONS
Public Relations Strategies
1.Strategy and execution• PR strategies with program partners
2.Tailored press intervention• Localized issue with data, quotes and original graphic• Disseminated statewide
3.Other outreach• Editorial calendar• Event-based PR
St. James PressSt. James, MO
4-14-2011
Southeast Missouri
4-22-2011
Commodity Newsletter for MO FSDs
ADVERTISING
Traditional Advertising
Media buys• :30 spots on radio• Rural network
• Newspapers• Paid• Earned
Soft sell advertising
• Work with DESE & partners to promote internal ad campaign• FSDs who are role
models/unsung champions• Self-efficacy• Falls in line with target
audience and being in Missouri
DRAFT
MARKETING PRODUCTS
Marketing Products
1. Resource guide2. Sticker campaign3. Summer outreach and training4. Pipeline campaign (w/ Award in Nov. @ SNA Awards Ceremony)
5. Direct mail to FSDs6. Branded materials (includes brochures, e-newsletters, web site,
etc.)
MO
FTSMarketing Channels
1. List Serv2. Facebook3. National FTS (web, Twitter and YouTube)4. MoFTS Web site5. Partnering organizations6. E-newsletter7. Earned and paid media8. Distributors/vendors9. Farmers and orchards10. Food service directors
Brochure
Cover Inside panels
Message block
Fact Sheet
Headline and Top Ten Reasons can be tailored to County-level or School District
Talking Points
Online advocacy tools
E-newsletter
E-template
Web site v2.0 Beta – v1.0 live
DRAFT
TIMELINE AND NEXT STEPS
Efforts to DateJanuary 2011 •Started statewide media campaign launch and local publicity•Creative development•Creation and implementation of list serv•Creation of Facebook page
February 2011 •MoFarmtoSchool.Missouri.Edu launched
March 2011 •Creative testing•Statewide tailored local press release roll-out•E-newsletter roll-out•Online advocacy tool roll-out
April 2011•Branding rollout
Next Steps
Summer FSD Trainings through DESE (June-Aug 2011)
• Testimonials, how-to’s, focus on easier options like salad bars and one-time purchases
Back to school push (Fall 2011)• Continue mar/com efforts• Award/competition• Local/regional media buys
Evaluation
1. Clipping service (some pre, during, and post)a. Content analysis
2. Google analytics3. General reach, frequency metrics from mass
media4. Web and Social media monitoring
Missouri Farm to School
For more information: MoFarmtoSchool.Missouri.Edu
Missouri Farm to School
Thank you!
MU Health Communication Research CenterJon Stemmle, MAAssociate [email protected]
Amy Dunaway, MPH MASr. Information [email protected]