making summer eats work for your community eats webinar slides-ma edits.pdf 4 maura ackerman...

Making Summer Eats work for your Community

The creation of Summer Eats

The importance of branding

Tools designed just for you this summer

Stories from the field

Using social media to maximize impact

Q&A

Agenda

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Acknowledgements

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4www.meals4kids.org

Maura Ackerman – Director of Child Nutrition

Outreach, Project Bread

Karibe Ibeh– Director of Food and Nutrition

Services, YMCA of Greater Boston

Patrice Toomey—Assistant Director of Food

and Nutrition Services, Salem Public Schools

Milly Canela—Salem Summer Eats Outreach

Coordinator, Food and Nutrition Services,

Salem Public Schools

Presenters

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Summer Meals Basics

Why Summer Eats?

Brand benefits

7

Serves emotional and functional needs

Communicates what it is, why it exists

Brand recognition = increased consumer confidence

Improved recall

Credibility

Expanded reach across the state

www.meals4kids.org/summereats

Heard at 2017 Kickoff

– Fun

– Engaging

– Inclusive

– Colorful

– Modern

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The Massachusetts Brand

Lessons from other states

– Tagline that captures

essence of program

– Appeals to both kids and

teens

– “Summer” look and feel

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The Designer

Setter Advertising, Inc.

Based in Natick, MA

Experience with campaigns targeting

youth and families

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Statewide Brand – Summer Eats

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Goals

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Raise awareness

Increase participation

Amplify engagement

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Does Branding Really Matter?

Pop Quiz! Can you name these plants?

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Branding Alphabet

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Branding Alphabet

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Brand benefits

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21%

PARTICIPATION

YOY

+

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Learning the Tools

Consistency: Four Points of Access

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Multi-Lingual

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Customizable

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What’s in the “Kit”?

Shipment 1 – arriving early June

11x17 Posters (double-sided, Eng/Span)

3x5 Postcards (double-sided, Eng/Span)

Doorhangers (double-sided, Eng/Span)

Bookmarks (double-sided, Eng/Span)

Summer Eats Fact Sheet

Summer Eats Stickers

Order form & other tools for you!

Shipment 2 – arriving mid-June

– 1-2 banners per sponsor

– 1 lawn sign per site

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Billboards (selected communities)

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Digital Assets

Available at www.meals4kids.org/summereats

beginning June 1, 2018:

– Logos

– Facebook cover photo

– Social media toolkit

– Sample press release

– Customizable flyer

– Sample T-shirt design

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Create Your Own!

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Two may be better than one!

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* Do cobrand Summer Eats with established, recognized brands.

All others use Summer Eats on its own.

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Cobranding done well really works

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YMCA of Greater Boston

Karibe Ibeh, Director of Food & Nutrition Services

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Brand Recognition

• All locations with a Summer Eats banner should be

recognized as summer meal sites

• Create a positive and inviting atmosphere

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Consistent Message

• All materials will

include the four

contact methods

• Call

• Text

• Website

• App

• Promote all summer

meal sites within the

city

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Be Creative

• Create promotional

material with different

purpose

• Ideas

• Posters

• Banners

• Lawn signs

• T-shirts

• Tents

• Bookmarks

• Lunchboxes

• Stickers

• Etc

Salem Public Schools

Patrice Toomey, Asst. Director of Food & Nutrition Services

Milly Canela, Salem Summer Eats Outreach Coordinator

Patrice K. Toomey, MBA

Assistant Director

Food & Nutrition Services

Salem Public Schools

Milly Canela, RD, LDN

Salem Summer Eats

Outreach Coordinator

Food & Nutrition Services

Salem Public Schools

Delivery Van Magnets 2’ x 4”

Site Schedule Flyers

Alim

en

tos d

e V

era

no

Lugar Dirección Fechas Días Desayuno Almuerzo Cena

Bentley Academy

Charter School

25 Memorial Drive

Cafetería7/10 - 8/10 Lun - Jueves 8:30-9:30 11:30-12:30

Patio de Recreo

Forest River Park 10 Forest Street / End

of West Street

Cerca de la Piscina

7/6 - 8/18 Lun - Viernes 11:45-12:15PISCINA

Patio de Recreo

Furlong Park Franklin Street

Gazebo7/6 - 8/18 Lun - Viernes AM y PM

PARK & REC

Prog. Abierto

11:00-12:00

OnPoint Leavitt & Congress St.

Bajo del Arbol!7/11 - 8/24 Martes -

Viernes

4:00-6:00T-TH! Comidas

Asadas en la Parilla

Peabody Institute

Library

82 Main Street

Peabody, MA7/6-8/17 Mon - Thur 12:00-1:00

Progamas del

Verano

Pequot Highlands 12 First Ave.

1er Piso - Sala Común7/6 - 8/24 Lun - Viernes 9:00 - 9:30

Nuevo este

Año!

12:00-1:00Artes y

Artesanías

Rainbow Terrace Loring Ave.

Cancha de Baloncesto7/6 - 8/24 Lun - Viernes 12:30-1:00

ACTIVIDADES

Salem

Farmers Market

Old Town Hall Square

Artist’s Row

Cerca de

New Derby St

7/13, 7/20

7/27, 8/3,

8/10, 8/17,

8/24

Jueves 5:00-6:00

Salem

High School

77 Willson Street

Cafetería -

Entrada Principal -

Derecha / Izquierda /

Derecha!

7/10 - 8/24 Lun - Viernes 8:15-9:30Aire

Acondicionado

11:30-12:30JUEGOS

LIBROS

Salem

Public Library

370 Essex Street

Sala de Ninos

Sendero Izquierdo!!

7/6 - 8/24 Lun - Viernes Aire

Acondicionado

PROGRAMAS

AM y PM

1:30-2:00LECTURA de

VERANO

Saltonstall

Elementary School

211 Lafayette Street

Cafetería - Parte Tras-

era de la Escuela

7/6 - 8/18 Lun - Viernes 8:00-9:00Aire

Acondicionado

11:30-12:30JUEGOS

LIBROSPatio de Recreo

Tabernacle

Church

50 Washington Street

Puerta al lado de edifi-

cio en Federal St.

7/10 - 8/23 Lunes,

Miercoles,

Viernes

MESAS de

JUEGOS5:00-6:00

Actividades

Winter Island

Park

Winter Island Road

Tiki Hut on

Waikiki Beach

7/6 - 8/24 Lun - Viernes 11:45-12:15PLAYA

Patio de Recreo

Witchcraft Heights

Elementary School

1 Frederick Street 7/10 - 8/11 Lun - Viernes 8:00-9:00Aire

Acondicionado

11:00-12:30Patio de Recreo

NIÑOSde 18 años de edad y menores

¡Comen Gratis!NO ES NECESARIO REGISTRARSE

Text “Comida” a 877 877

Esta institución es un empleador y

proveedor con igualidad de oportunidades

¡Úbique un LUGAR ABIERTO

cerca de usted!

Descargue el App para

“Summer Eats”Android / iPhone

Alimentatu Diversion¡

¡

USDA Programa de Comidas del Verano

Patrocinador Local: Servicios de Alimentos - Escuelas Públicas de Salem

2017 Horario de Lugares Sirviendo Comidas: 6-Julio al 24-Agosto

Horario Podria Cambiar

Publicó 17 Julio, 2017

Lugar InteriorLugar Exterior

Simplified

for

Flyers,

Instructions,

Site Signs,

Site Partner

flyer inserts,

and many

other

visuals.

Key Opportunities

Promotion: Community engagement

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Schools

Your sites

Libraries

Community

centers

Faith-based

organizations

Local shops

Afterschool

programs

Town/City Hall

Post Office

Public housing

facilities

Police

department

Fire Stations

Posters

Flyers

Palm Cards

Factsheet

What? Where?

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Blitz Days

What?

Organize a canvass in your community to spread the word about summer

meals

Why?

Despite outreach and promotion efforts, only 15% of eligible youth participate in

summer meals

Who?

Recruit volunteers and community partners

When?

A few weeks before the summer meals program begins

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Kickoffs & Spike Days

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Engaging Funders & Elected Officials

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Using Social Media

1st Audience

Parents,

Community

members

Media, some

parents, some

kids

Parents, kids

Colleagues,

elected officials,

professionals

2nd AudienceYounger kids,

Teens

Elected officials,

community

partners

Community

partners parents

Best forBroad reach

Immediate

updates, trend

engagement

Visual

connection

Professional

information

share

Content

Announcements

updates, link to

long form

content

Announcements

updates, fact

sharing,

retweets

Storytelling,

building

emotional

connections,

visuals

Thought

leadership, tips,

experience

share

Post3 or more per

week1-3 everyday

3 or more per

week

1 or more per

week

Audience & Frequency

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Expand your reach

#@Tag HyperlinkHashtag

Who are you

partnering

with? Where is

your event?

What is

THE thing?

Link to more

info

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Connect Statewide

#SummerEatsMA

@projectbread

@Meals4KidsMA

Social media users are getting younger! And older!

Engagement yields engagement

Photos and graphics get 42% more engagement

It’s ok to cross promote

Sharing content is cool! (don’t forget to credit)

Never post photos of people without consent

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Things to keep in mind

Questions?

What to expect from us

Timeline

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Early June: Materials Kit delivered to all sponsors

Mid-June: Banner and lawn signs delivered to all sponsors

Week of 6/18: Hang posters and flyers up in schools

Week of 6/25: Visit www.meals4kids.org for all digital materials.

Week of 7/2: Seek local media placements

Week of 7/9: Hold a community Blitz day

Mid-July: Host an opening event at a site

Late July-Early August: Host a close-out event at a site

Reach out to CNOP with questions at any time, we’re here to help!

Key Takeaway

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Summer Eats is here to make your life easier!

– Reduced burden

– Capacity to advertise

– Cross-promotion

– Consistency

– Legitimacy & safety

– Broader outreach strategies

Increased participation,

fewer hungry kids!

Thank you!

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www.meals4kids.org/summereats

cnop@projectbread.org

617-239-2539