authors: stefanie dove, rdn, cdn, school nutrition
TRANSCRIPT
Authors:
Stefanie Dove, RDN, CDN, School Nutrition Marketing Specialist, Loudoun County Virginia Schools
Dr. Becky Domokos-Bays, RD, SNS, Supervisor, School Nutrition Services, Loudoun County Virginia Schools
Using Social Media and Marketing to Improve Brand Awareness in School Nutrition
Goal: Effective marketing practices will enhance image, build and sustain participation in school nutrition programs.
Strategies & Tactics• Hire a Marketing Coordinator• Create a new school nutrition
website and mobile app • Develop a gluten free menu• Develop various social media
outlets to target select groups• Launch monthly fruit and
vegetable taste tests, free to all students.
• Incorporate Farm to School activities as part of day.
Engaged high school graphics design students to develop
posters for monthly taste tests. This was a project-based
learning activity.
To receive feedback from students, we developed
student satisfaction surveys through Survey Monkey,
that were sent to all middle and high school students. At both levels, 17% of students
responded.
To engage high school students during National School Breakfast
Week, students were given an opportunity to win a Taste Party
Buffet for the entire school if they had the highest percentage
participation the week of and following NSBW. For the Taste Party
Buffet, QR codes were created so students could use their smartphones
to rate the items.
To increase awareness of the School Nutrition Program, we partnered with
14 classes to develop project-based learning activities relating to school nutrition. These included projects
such as menu planning, the business of school nutrition, school nutrition
guidelines, farm to school, and healthy meal marketing materials.
Collaborated with Loudoun County Economic Development to create series
of 12 local farmer trading cards. Farmers became celebrities through cafeteria meet-and-greet sessions where they
were able to sign the cards for students. Achieved local, state, and national media
coverage through this promotion.
Strong social media presence was developed through consistent utilization of the
following social media channels:
Twitter: Established May 2015Instagram:: Established October 2015
Blog: Established November 2015Facebook: Established January 2016
Daily menus with photos, school nutrition news, farm to school events, and school
nutrition promotions are emphasized through all social media outlets.
Impact:• Breakfast ADP increased by 36.4%• Lunch ADP increased by 6.4%• Gained 662 Twitter followers• Total website hits: 547,417• Sending teachers to training with DC
Greens to enhance Farm to School program.
• Developing new series of farmer trading cards for next year.
Developed flyers to promote new website, mobile app, and
interactive menus