Developing A+ Marketing Materials - schoolnutrition.org · For documents with a great deal of text...

© Copyright 2019 | School Nutrition Association | Annual National Conference | July 14-16, 2019 | St. Louis, Missouri

Developing A+ Marketing Materials

Jennifer Craig, SNS

Holly Frias, SNS

Justin Jasmin


Affiliation or Financial Disclosure

• Jennifer Craig• Nothing to Disclose

• Holly Frias• Nothing to Disclose

• Justin Jasmin• Nothing to Disclose


At a Glance: Garland ISD Student Nutrition Services

• 550 School Based Employees

• 45 Warehouse and Support Staff

• 71 Sites

• 57,000 Students

• 3 Cities

• 65% F&R


Programs• SBP

• BIC

• Breakfast Carts

• Universal Free Breakfast (11 campuses)

• NSLP

• At-Risk After School (CACFP)

• CEP (23 campuses)

• SFSP


Section 1:

From Zero to Hero


Money Matters

Review prior year’s data

Develop a marketing plan including a calendar

Determine where extra money can be obtained

Item Cost

Share Table 24x36 $930.75

Share Table 11/17 $51.32

Milk Infographic $43.80

Lunch App poster $37.56

Milk Infographic $1.21

Meal Pattern Signs $276.93

BIC Classroom Posters $553.85

High School Menus $16.14

HOM Zucchini $78.49

Pick 3 free $578.13

NSLW Voting $547.50

Asian Food $69.43

Asian Food (take 2) $69.43

SY 2018-2019 Printing Costs

Item Cost Cost

HOM Tomatoes $78.49

HOM Gold Beets $78.49

HOM Beets $56.68

Dr. Seuss $117.18

Instagram Cards $683.64

NSBW & Breakfast Beats $156.98

HOM Leeks $48.66

FFF Spinach line signs $97.32

HOM/FFF Posters & Signs $264.68

HOM Blackberries $127.15

Summer Meals Poster $90.56

Summer Meal Patterns $227.71

Thanksgiving Flyer $37.26

Total Printing Cost: 5281.74


Marketing Program Development

Very little program marketing

Create department logo

Major marketing tool: yearly printed menus

Low public awareness

Start Twitter Account

Hire Nutrition and Menu Operations Coordinator: Job description includes marketing responsibilities

Begin working with district Communications department to highlight SNS

Some marketing campaigns: posters, new printed menus and utilization of vendor resources

Budget Considerations

Start Facebook Account

Hire Administrative Assistant: strong publishing skills

Strong relationship with district Communications Department

Utilize TDA resources

Numerous marketing campaigns, student contests, reduced utilization of vendor resources, digital menus

2015

2016

2017


Marketing 2018 and beyond….

• Start Instagram account

• Promote AA to Software Technician

• Share via Social Media accolades, awards and accomplishments

• Extensive use of Web-based Menus and Smart Phone App

• 2019 Digital Menu Board Roll-Out


Hire a PRO Coordinator: Nutrition and Menu Operations

“Work collaboratively with the menu committee, field supervisors and other department personnel to develop effective marketing and promotional campaigns to advertise menu offerings.”

Software Technician

Primary Purpose: “…assist in development and distribution of marketing materials…”

Special Knowledge/Skills: “Demonstrated knowledge of modern office practices and procedures such as Microsoft Office, Outlook and Adobe Photoshop.”

Determine desired skills

Evaluate current positions

Develop job descriptions


Follow us @....


Section 2:

Using Photoshop and Publisher to Make Your Marketing Materials Stand Out


General Formatting Tips


Food for Thought:• Who is your target audience?

• What are you trying to promote?

• Where/how will staff use materials?

• Avoid “Try the” in the poster.

• Match the theme of the poster with the current season

• Change posters frequently• At least quarterly

Themes:


Ho-Hum• STAY AWAY FROM

COMIC SANS!www.1001fonts.com

www.dafont.com

• Too much empty space

• No background

• Fonts look very flat

• “Try the” is too demanding

• Make them want the product


Much Better!

• No COMIC SANS• Filled the poster with

the image to make the

entrée the focal point

• Backgrounds are easier

on the eyes

• Different fonts used for

different sections of

the menu


Adobe Photoshop & Microsoft Publisher 101


FREE Photoshop and Publisher Training Resources

Does your district offer online training resources?

Use the support websites!• Photoshop: https://helpx.adobe.com/support/photoshop.html• Publisher:https://support.office.com/en-us/publisher


Setting Up Templates for Presets

Google search “Social Media photo sizes” to find links for any other Social

Media platform that your district uses.


Work with Layers in Photoshop


Plain Jane• Background is too plain

• Clip art is not in the proper ratio

• Plain Text

• What can they actually get? 1 item? 7 items?

• Does not catch your eye


#WhatLayer

• Start at the bottom and build your poster

• Add your layers and effects

• Name your layers to keep track of where you are at

• Make sure that the colors and style compliment each other


Eye Catching

• The background fills the poster and sets the color scheme

• Focal point becomes the tray in the center

• Message is more direct “3 to 5” instead of “May Select”

• Different fonts and colors group the categories of the poster

• Catches your eye so that more students are likely to read it


Using Photoshop and Publisher

• Using Microsoft Publisher in conjunction with the picture created by Photoshop will allow accessibility software to find the text and read it.

• Photoshop creates a picture and cannot be read as text. For documents with a great deal of text you should use Publisher for managing the text in the document.

• Text tools in Publisher are easier to work with when it comes to wrapping text around clip art.

• Publisher has the built in spell checker.


Create the Background in Photoshop


Gather your Clip Art


Publisher• Set your background as the

picture that we created in Photoshop.

• Add your clip art. Simply drag it into the document, resize it, and move it around.

• Create text boxes on the areas that you want to have text.

• Align the text and wrap it around the clip art as needed.


• Publisher lets “layers” play nice with each other.

• What is in front?

• What order to you want the pictures?

• How do you want to wrap the text around the pictures?

Publisher Has Layers Too!


Wrapping the text

• Simply right click on the text box and send it backwards.

• This will force the text that is now behind the picture to wrap around the picture.

• Continue to add your clip art and get everything the way that you like it.

• Save the document in .pub and .pdf.

• You can change the text and swap out clip art for your next project while keeping all of your formatting.


Section 3:

Making it Work


Working with a Graphic Designer• Try to work with the same

designer on several projects• Communication becomes easier

over time

• Prior to meeting with a graphic designer, know your desired content and general look desired

• TIME• Plan WAY ahead

• Thouroughly review proofs and send edits all at one time

• Too many “versions” result in frustration

Content

Color

Theme


Once materials are created, how are you going to have them printed?

Does Your District Have a Print

Services Department?

Yes

No

Check with the

Communications Department

How do they print needed materials?

Check with the

Purchasing and/or Business Departments

Is the district contracted with a specific printing company?

If so, what is the process for obtaining services for your department?

Obtaining Print Services

Don’t be afraid to negotiate quote pricing and options!


Working with School Staff/Supervisors• BUY-IN = SUCCESS

• Make it “EASY”

• Time!• Ideally, give staff 1-2 weeks

between receiving materials/instructions and the beginning of a promotion; there WILL be questions

• Follow up 1-2 days prior • Friendly Reminder


Working with School Staff/Supervisors• Not all campuses are

going to be marketing superstars

• Recognize superstars to encourage low performers

• Teach staff how to take good pictures

• Accept all feedback and

REACT to it!


Getting Materials to School Sites

• Will the print shop deliver directly to campuses?

• Important to coordinate delivery carefully

• Open communication between front office and cafeteria manager

• Warehouse Delivery

• Hand Delivery SNS Mail Room


Getting the Word OutSocial Media

• The Big 3: Facebook, Instagram, Twitter

• Facebook: Geared towards PARENTS

• Instagram: Geared towards STUDENTS

• A great picture says more than words ever will. ☺

• PERMISSION!!!

• Social Media Contests

• Menu Advisory Committee

“Welcome back

Students!

#GarlandISD1stDay”


Getting the Word OutDistrict Communications

Department

• CAN be your Department’s MEGAPHONE!

• Posts on District Website or District Social Media

• Coordinate media interactions and press releases

• WAIP • Weekly Administrative

Information Packet

District Newsletter Features


When Good Intentions Go BAD!A Few Tips for Posting Food Pics

• Color• Is your food all brown?

• What image are you trying to convey?

• Highly scrutinize any picture that goes on your social media sites.

• Spacing

• Full Vibrant Tray• Will your picture stand out in

customer’s newsfeeds or will they keep scrolling?


Thank You!

Developing A+ Marketing Materials - schoolnutrition.org · For documents with a great deal of text...

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