What's Important to the Community:
- Strong Academics.
- Healthy Students. Healthy children help to make a healthy community. Eating a healthy breakfast is an important part of a healthy diet.
- Help During Difficult Economic Times. Families whose children are eligible for free or reduced price lunches are also eligible for free or reduced price breakfast. The School Breakfast Program can help families that are trying to make ends meet.
- Through PSAs and by
- Inviting local politicians to share a school breakfast meal with students
- Inviting local celebrities to participate in a school breakfast.
Other things to consider when targeting your audience:
STEP 3: Create Your Image
There are several factors to consider when developing a breakfast image. Not only do you have to define your own product and service, you have to look at it in the context of your competition and find ways to emphasize the advantages of School Breakfast.
What are you offering?
- Nutritious food for students.
- A convenient alternative for parents in the morning.
- A low-cost meal that has a positive impact on children's learning experience.
What is your competition?
- Fast food restaurants, vending machines, student store, convenience stores, a la carte items
Compare your Prices and Promotion Methods
- How does your competition (sources of breakfast other than student homes) market?
- What are their promotion methods that are effective, and what are yours?
- How do your prices compare?
- How do you differ from them?
- How do you distribute your meals?
- What methods have you used before?
- What has been effective?
- What other possible methods?
- How much money do you have? What can you do with that?
- How are you testing your marketing tools?
- How are you measuring results?
- What can you start doing NOW?
Then, sell your product with:
SIGNS - Create signage that fits the type of service you are providing. Keep the message and design simple to ensure readability. Use the computer to design simple signs for meal descriptions or for the cafeteria.
MENUS - Menus offer vital information regarding types of meals served and enhance the image of the school meals program. Students are not the only people who see the menus; parents, teachers, principals and the community also see them. Describe how your school meals meet the nutrition standards and Dietary Guidelines recommendations. Include nutrition education messages. Collaborate with teachers to promote themes that link with classroom lessons, such as Breads from Around the World, Harvest of the Month, etc.
MAKE MENU CHOICES MORE APPEALING - Imagine yourself in a restaurant. You scan the menu for your appetizer and entrée for the meal. As you look at the words, your decision is solely based upon the words on the piece of paper. So use words that are enticing, because if it sounds good to you, it will probably sound good to the next person. Try using some of these words when describing your meals. Remember to deliver what you promise.
ENVIRONMENT - The environment where students eat is important. Sometimes cafeterias are used for food service, gym class, sports practice, assemblies and meetings. Create an area that is neutral for those activities and design ways that it could be more relaxing and entertaining to eat there. Play background music or decorate the walls so that it looks more appealing and fun. Solicit ideas of how you can create an environment where students will enjoy eating. Improve customer service by maintaining a positive attitude when serving food. Train food service staff on customer service and problem solving.