marketing to your customers in a digital ageschoolnutrition.org/uploadedfiles/2_meetings_and... ·...

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV


MARKETING TO YOUR CUSTOMERS IN A DIGITAL AGE


• Kern Halls

⎻ Owner: Ingenious Culinary Concepts

Affiliation or Financial Disclosure


Speaker Slide

Kern Halls BS, BM

Chief Innovator for Ingenious

Culinary Concepts

Donette Worthy

Child Nutrition Director


• Facebook

Ingenious Culinary Concepts

@ingeniouscc

• Twitter

@ingeniouscc.com

• Blog

⎻ www.ingeniouscc.com

• Email

[email protected]

CONTACT INFORMATION


United States Navy

Culinary Specialist

Walt Disney World

Managed $18M in sales

Orange County Public Schools

Senior Manager

Marketing, special projects

Managed 23 High Schools

18 of 19 schools in Red

22 of 23 in Black

BACKGROUND


Practitioners

Awarding winning track recording for increasing participation

Support districts around the nation

Core Services: Professional Development & Capacity Building

(district support visits/coaching)

Our work: Centers on student needs & feedback

BACKGROUND NOW


• Marketing• Students and Parents

• Time• Not enough hours in

the day

• Product ideation• New concepts• New products

PAIN POINTS


GENERATION GAP


BUZZ OR STREET MARKETING


• It’s challenging cutting through the clutter.

• New age “Word of Mouth”.

• Find popular student or student groups.

• Have them purchase and highlight your product

or service.

• Use them in videos and/or morning

announcements.

BUZZ OR STREET MARKETING


STUDENT ENGAGEMENT


• How are you greeting your

customers?

• How do you answer your phone?

• Are you thanking your customers?

• Fast food establishments are.

• It’s free and NONNEGOTIABLE.

STUDENT ENGAGEMENT


• Pairing students with each other

• Recipe testing

• Recipe development

• Implementation of concepts

INVOLVE THEM IN THE PROCESS


REMODELING PROCESS

• Kevin Ponce from OKCPS

• Two schools are being fully

renovated

• Student organization helped with

decision to remodel


HOW TO BUILD YOUR FOLLOWING


INDUSTRY

McRibChipotle


• Lead with the value you bring and how it can help them.

• Try different approaches, for example discuss:

⎻ Being active

⎻ Hydration

⎻ Getting enough rest

⎻ What are the best snacks to stay alert in class

BE AUTHENTIC


• Do your customers or stakeholders know what you

stand for?

• Can you relate to them by being knowledgeable of

trends.

• What's in it for them?

• They have to feel valued so they can connect with you.

BUILD A COMMUNITY


• Be in constant communication with your customers

• Utilize social media platforms that reach your

customers

• Your goal is to create a dominate presence

• Provide frequent promotions

• Provide an emotional connection

HAVE AN OPEN DIALOGUE


COMMUNICATION


SOCIAL MEDIA


SOCIAL MEDIA

Engaging postsFun posts


UTILIZING SOCIAL MEDIA

Announce winnersHave a variety of prizes


• FacebookTuscaloosa County Child Nutrition Program@TCSSNP

• Twitter

@TcssCNP

• Website

⎻ www.tcsscnp.com

• Email

[email protected]

CONTACT INFORMATION

https://www.facebook.com/profile.php?id=1656285534383855&ref=br_rs


• What does branding have to

do with Digital Marketing?

❖ Sets you apart

❖ Creates recognition

❖ Supports your Marketing efforts

❖ Professional

Branding


Branding examples….


Menu App

• Communicate menus with parents and students

• Allow our team to obtain customer feedback

• Communicate allergy information to our community

• Showcase pictures of our products next to the product itself

Menu Apps & Menu Boards


Menu Board

• Communicate menu to students while they are in line

• Personalize it so it is “their own”

• Promote new menu items

Menu Apps & Menu Boards


Facebook

• Communicate with parents and

students

• Showcase your program

• Change the perception

Social Media


Twitter

• Another platform to communicate with

parents and students

• Showcase your program

• Change the perception

• Connect with other programs

Social Media


Not so Positive

• Rude or ugly comments

• Takes time and effort

Positive

• Showcase the positive of your

program

• Show new recipes and upcoming

menus

• Change the mindset of child nutrition

• Positive impact on the school

• Positive impact on the school system

Isn’t social media bad?


• This session provides one (1) CEU

⎻ Key Area: Communications & Marketing-4000

⎻ Key Topic: Marketing to your customers in a digital age

Professional Standards Code

EARN

CONTINUING

EDUCATION

CREDITS

marketing to your customers in a digital ageschoolnutrition.org/uploadedfiles/2_meetings_and... ·...

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