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An On-Demand recording of this webinar will be available at:

http://schoolnutrition.org/on-demand

1 SNA CEU will be available upon completion of a quiz.

The quiz link will be emailed to you within 1 hour after the webinar concludes.

TEMPTING TEENSTO EAT SCHOOL

BREAKFASTBrought you by SNA’s Webinar Wednesdays

Today’s Moderator

Toni Aiken

Senior Program Manager, Professional Development

School Nutrition Association

Questions & Answers

• Type your questions into the “Question” box at any time during the webinar

• Questions will be addressed during the webinar and at the end as time allows

This webinar has three steps to earn CEU’s.

Step 1: Participate in this webinar.

Step 2:Complete the webinar evaluation.

Step 3:Complete the post-assessment quiz.

PROFESSIONALSTANDARDS

Key Area 4(4000) Communications &

Marketing

Key Topic(4100) Communications

& Marketing

Subtopic(4160) Smarter

Lunchroom Techniques

Handouts

This webinar has afew handouts to download.

• Locate the Handout panel on your control panel.

• Click on the name of thehandout to download.

• Today’s Available Handouts:• Today’s presentation• Webinar Evaluation Handout

(available at the end of the webinar)

LEARNING OBJECTIVESAt the conclusion of this session, participants should be able to:

• Learn how to structure and plan a successful alternative breakfast service model for the secondary school setting using the 4 P’s of marketing.

• Hear tips and tricks from fellow school nutrition directors that have been able to successfully boost school breakfast participation numbers among a particularly hard to reach population – secondary school students.

• Understand the consumer behaviors of secondary school students and the barriers that hinder participation in the school breakfast program.

Agenda

• The School Breakfast Participation Gap and the 4 Ps

• Mieka Sanderson, Policy Analyst, Food Research & Action Center

• Lessons from the Field: Richmond Public Schools

• Susan Roberson, Richmond City Public Schools, VA

• Lessons from the Field: Bibb County Schools

• Cleta Long, Bibb County Schools, GA

Today’s Speakers

Susan RobersonDirector of School Nutrition ServicesRichmond Public

Schools

Mieka Sanderson Policy Analyst

Food Research & Action Center

Dr. Cleta Long, SNSSchool Nutrition

DirectorBibb County Schools

THE SCHOOL BREAKFAST PARTICIPATION GAP

AND THE 4 PS

Mieka SandersonPolicy Analyst

Food Research & Action Center

Poll Question

What kinds of ways do you serve

Breakfast?

a. Traditional

b. Kiosks

c. In the classroom

d. All of the above

e. We do not serve breakfast

Food Research & Action CenterWho we are:

• National anti-hunger organization in Washington DC

• Nonprofit and nonpartisan

What we do:

• Conduct research and policy analysis

• Serve as a clearinghouse

• Provide technical assistance

• Lobby Congress

For every 100 low

income children who participate in school

lunch, only 54 eat

school breakfast.–FRAC School Breakfast Scorecard

2016

Image credit: Washington Post

Secondary School Principals Report

Report Overview:

• Captured experiences of secondary school principals implementing breakfast after the bell programs

• 105 secondary school principals surveyed

• 67 districts, 31 states represented

Marketing to Teens

•Rethink how you operate the school breakfast program by strategizing a marketing plan• Understand your customer

• Understand your competition

•Use tools• SurveyMonkey – mobile app surveys

• Simple paper surveys

•Use the 4 Ps to structure your marketing plan

• Break out of the cafeteria

• “Grab and Go”

• Second chance breakfast

• Maximize convenience

• Where do students enter the building?

• What time are students entering?

Where can you serve school breakfast to reach more students?

4 Ps: Place

4 Ps: Price

• If possible, offer breakfast at no charge to all students • Co-payments deter

students from participating

• Universal breakfast removes stigma

• Creates community around school breakfast

At what price can you sell your good while still remaining in the black?

4 Ps: Product

• Crafting a popular breakfast menu:• Variety

• Hot items

• Mimic offerings served by competitors

• Reflect cultural tastes of your student population?

• Branding:• Creative names for your offerings increase

appeal

• Strawberry and blueberry smoothies vs “Berry Blast” smoothies

• Consider packaging

What service or good are you offering/selling?

4 Ps: Promotion

• Channels: understand the best ways to reach your target audience • Social media: twitter, Facebook,

snapchat, Instagram

• Posters

• School announcements

• Parent letters/ Parent-teacher nights/ Robodialers

• Giveaways

• Enlist student help – video contests

How can you make your students (and parents) aware that school breakfast is available outside of the cafeteria?

Contact InformationMieka Sanderson

Policy Analyst, Food Research & Action Center

Email: Msanderson@frac.org

Direct line: 202-640-1080

@fractweets

@foodresearchandactioncenter

Follow Us!

Richmond City Public Schools

Richmond, VA

• 42 Schools [8 High, 7 Middle, 27 Elementary]

• 20 BIC Schools [1 High, 2 Middle, 17 Elementary]

• All schools are CEP - 97.6% (61.03% [ISP])

Poll Question

Does your program create special promotions

to reach Teens for Breakfast?

a. Yes

b. No

c. Promotions are the same for all age

groups

Enrollment: 906 students (9 grade -12 grade)

2 storied school

Breakfast served with 4 Kiosks (2 on each floor)

4 staff members facilitate breakfast service

Individually Wrapped and Ready To Serve

Breakfast

choices

offered are

Grab n Go

items.

Students are

able to make

their

selections

quickly.

Kiosks Are Strategic Located in Hallways

Breakfast is Offered After the Bell

Periodic Promotional Raffles

BEFORE BIC AFTER BIC6 LABOR HOURS 12 LABOR HOURS

Participation: 278 Participation: 599

September2014

October2014

November2014

December2014

Janruary2015

February2015

March 2015 April 2015 May 2015 June 2015September

2015October

2015

Enrollment 1520 936 939 938 914 934 912 906 909 884 940 926

ADP 278 375 410 386 359 364 351 356 385 379 532 599

1520

936 939 938 914 934 912 906 909884

940 926

278

375410 386

359 364 351 356385 379

532

599

0

200

400

600

800

1000

1200

1400

1600

Enrollment

ADP

Contact Information

Susan Roberson, SNSSchool Nutrition DirectorRichmond Public Schools, Virginia

sroberso@rvaschools.net

@rps_schools

@richmondpublicschools

Eat Right, Be Bright

@eatrightsnp

Poll Question

What are some of the ways your

program promotes breakfast?

a. Social media

b. Digital signage

c. School network

d. Serving line promotions

Bibb County School Nutrition

•DISTRICT• Urban, with population of 160,000

• 25,000 students

• 28 Elementary, 2 Charter, 2 Head Starts, 6 Middle, 7 High Schools

•School Nutrition Program• Centralized Kitchen

• Supports all school with Bakery, Cook Chill, Packaging & Warehouse

•Statistics• CEP – 99.1%

• ADP – 20,000 lunches & 12,000 breakfast, daily

PRICE

equals

PLACE: BIC Models

Schools use one or a combination of these models

• Kiosks (1 ES, 1MS)• Students select breakfast items from Mobile Carts in hallways

• Modified BIC (2 MS)• Students pick up breakfast in cafeteria and proceed to classroom

• Classroom (6 ES)• Hot and Cold Totes are delivered to the classroom

• At the Bell (4 HS, 1 MS)• Smoothie Program recently implemented

TOTES and KIOSKS

Product – Menu Items

• Hot• Kiosk and totes can maintain proper temps

• Numerous wrapped items: waffles, pancake on a stick, breakfast sandwiches, GRIT BOWL, Biscuit sandwich

• Cold• Cereal, muffins, yogurt, pop tarts, pastries

• Prepack• Complete meals unitized with all components

• Smoothies • FIVE & GO: Served at the Bell as HS students enter and race to class

“Brands” Familiar to Students

Favorite items: GRIT BOWL and Smoothies

PRODUCTION

For Grab-n-Go’s

FIVE and GO - SMOOTHIES

SCHOOLS ENROLLMENT/ADA ADP +/--

Southwest HS 785/722 43% 4%

Central HS 1028/978 38% 4%

Northeast HS 679/640 47% 7%

Soft Opening in May 2016• Kiosks• Smoothie Machines• CK prepares mix

PROMOTIONS

Promotions

Promotion Partners

Family Engagement Events

Tell them . . What’s Going On

BREAKFAST PARTICIPATION

Contact Information

Dr. Cleta Long, SNSSchool Nutrition DirectorBibb County Schools

cleta.long@bcsdk12.net

Eat Right, Be Bright

@eatrightsnp

QUESTIONS?

Upcoming Webinars

USDA National Farm to School

2pm ET on Wednesday, October 26th

• Please go to our website at www.schoolnutrition.org

• Click on Education & Professional Development on the top green tap

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All Webinar Wednesday’s begin at 2PM Eastern Standard Time

http://schoolnutrition.org/Webinars/

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the screen

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• After completing the webinar evaluation you will be directed to the quiz to earn 1 SNA CEU.

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Thank you!