“marketing strategies that work!” - school...

© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS

“MARKETING STRATEGIES THAT WORK!”

Kern Halls, BS, BMChief Innovator Ingenious Culinary Concepts

HOUSEKEEPING RULES

• Take out phones iPads, tablets etc.

• Turn them on silent or vibrate.

• Got to your social media accounts.

• Like or follow us.

• Let’s light up everyone's timeline!!!

@ingeniouscc@schoollunch

#ANC16

@ingeniouscc

@ingeniouscc@schoollunch

#ANC16

BACKGROUND


NON‐EVALUATIVE2day visit (side‐by‐side coaching)

• Identifies trends and patterns for district wide support• Targets opportunities for increased participation • FOCUS: cafeteria atmosphere, operations, menu and food quality

• Conducts student‐centered focus groupsDirectors appreciate a “Fresh Set of Eyes.”


ATYCHIPHOBIA

(n) fear of failure; fear of not being good enough

MARKETING CYCLE

PLAN

EXECUTE

TRACK

MEASURE

http://masterful‐marketing.com/plan‐execute‐track‐measure/


MARKETING PLAN• Plan

• Sit down with entire team.• Everyone has to be on board or at least have knowledge.

• Execute• Well thought out.• Do not be afraid of making mistakes. Adapt and fix them.

• Track• Before, during and after promotions or campaigns. • Develop systems that will help you make data‐based decisions.

• Measure• Data, Data, Data.• Make adjustments during process.

THREE LEVELS

• Bronze• Silver• Gold

GET TO KNOW YOUR CUSTOMER


GET TO KNOW YOUR CUSTOMER

• What are the benefits of this practice?• What are potential roadblocks for this practice?

AVATAR

CHALLENGES AND PAIN POINTS

Do they have enough time to eat? Is there a peer pressure issue?

SOURCES OF INFORMATION

Social media Parents or friends

OBJECTIONS & ROLE IN PURCHASE PROCESS

What objections to the sale do they have? What role do they have in the purchase?

GOALS AND VALUES

Why are they dining with you? What are some of their core values?


BRONZE


GET TO KNOW THEM

• Listen.• Take action.• Involve us.• Ask questions.• Show us you care.• Roxton ISD, TX


SMALL FOCUS GROUPS

• Most leaders are fearful when it comes to getting feedback.

• “Inch by inch, everything is a cinch.”

• Start with two students.

• Work your way up to at least 8‐9 students in a group.

SILVER

CONSISTENT FOCUS GROUPS

• Identify a group of students you

can meet with regularly.

• EX. student government, safety

patrol, athletes, etc.

• Give them incentives for taking

part.

• Let them know that they are

making decisions for their peers.

ELECTRONIC OR PAPER SURVEYS• Utilize iPads, iPods, and

laptops to capture feedback.

• Use an online survey resource

in the media center to

capture responses.

(ex. Survey Monkey, Google

Docs, etc. are free tools.)

• Good old fashion pencil and

paper STILL works as well.


GOLD

SOCIAL MEDIA

• What channel works best for you?

• What can you manage?

• Start slow.

• FaceBook for parents.

• Instagram, Snapchat or Twitter for students.

• Choose one or two and knock it out of the park.

• The key is interaction.

• What can you do for them?

• What value are you adding?

COMMENT BOXES

• Paulding County, GA

• Great way to get non

intimidating feedback.

• Creates a comfort level.

• Shows your customer that

you care about them and

their opinion.


TABLE TOUCHING

• Can you offer to pick up a student’s tray?

• Cordially, let them know that they have a certain amount of time before the meal period ends.

• Ask them, “Is there anything I can do to make your dining experience even better?”

DON’T REINVENT THE WHEEL


BRONZE

TRENDS•Research trends.•Bring new concepts to decision makers.•Bowls and “Build‐Your‐Own” (sandwich, salad, etc.)

stations are popular concepts…not to mention a great way to increase fruit and vegetable offerings!


MENU CONCEPTS• Set a play day in the kitchen.

• Have fun in the kitchen with students.

• Develop items that your customers will

purchase and most importantly, tell their

friends about!

• Don’t think about rules or regulations.

• Figure out how to make them fit later.

• Don’t stifle the creative process.

PAINT AN ACCENT WALLHAMILTON COUNTY, FL

SILVER

REMODEL: ADD AN

ACCENT WALL• You don’t have to hit a homerun

every time.

Start at 1st base…

• Invest in one wall.

• Change the seating flow.

• Change seating after the first

semester.


PACKAGING• You have to spend money‐‐‐in order to make money.• Upgrade from sporks to black cutlery. • From white five compartment trays to black five compartment trays.

• Or go GREEN with biodegradable trays. • We have to compete with retail establishments to win our customers over.


GOLD

TECHNOLOGY

• Add digital signage to enhance

the customer experience.

• Run promotions on screens.

• Feature school information.

• Display “Fun Facts”.

• Showcase upcoming menu

offerings.


SEATING

• The F&B industry is redesigning quick‐service restaurants.

• They have to appeal to their customers.

• Lounge type seating.

• Wi‐Fi is a must.


HAMILTON COUNTY, FL HAMILTON COUNTY, FL


GO TO THEM


BRONZE

VENDING MACHINES

• Invest in your own equipment.

• Partner with companies.

• The vending machine is an additional line with no additional labor needed.

• Fill it up and create another source of revenue.

ADDITIONAL LINES

• Look for a book store.

• Empty space in the cafeteria.

• Excess space on a current line

where you can add an

additional POS.

Glynn County , GA

SILVER


MOBILE KIOSKS

CARTS

• Acts as an additional line.

• Some students will NEVER go

through the regular line.

• But they will purchase an item

from a cart in the dining room.

• Will purchase higher cost items on

carts.


GOLD

MOBILE FEEDING

INVEST IN TRAILERS WITH COLOR

FOOD TRAILER (D6 GREELEY, CO)

FOOD TRUCKS

Orange County Public Schools Orlando, FL

Miami‐Dade County Public Schools Miami, FL

RETROFITTED SCHOOL BUS(Murfreesboro City Schools, TN)


CONTACT INFORMATION• Kern Halls BS, BM ‐Chief Innovator for Ingenious Culinary Concepts• Facebook

Ingenious Culinary Concepts

• [email protected]

• Blog • www.ingeniouscc.com

• [email protected]

“marketing strategies that work!” - school...

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