‘branding’ super hero scott soisethl.b5z.net/i/u/10075223/f/2-scott_soiseth-superhero...mgm...
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MGM & Associates, INC
Maureen G Mulvaney, MGM Internationally Known Professional Speaker, School Nutrition Consultant/Coach & Amazon Best Selling Author
Phone: W 480-759-6251 C 480-280-6776 F 480-759-6257 E-Mail: mgm@mgmsuperstar.com Web: www.mgmsuperstar.com Reviews & Videos: www.speakermix.com/maureen-mulvaney
Super Hero Series: www.mgmsuperstar.com/super_heroes_in_hairnets
‘BRANDING’ SUPER HERO Scott Soiseth
MGM & ASSOCIATES, INC [Insert Date]
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BRANDING(SUPER(HERO(
Scott( Soiseth," Child" Nutrition" Director," for" the" Turlock" Unified"School"District"(TUSH)"has"created"powerful"influential"marketing"to"
help"deliver"great"nutrition"to"more"than"13,000"students."""
Truly" an" innovator," Scott" branded" his" nutrition" program,"""""""""""""""""
real.( fresh."Branding"rarely"exists" in"school"nutrition"programs,"yet"Scott’s"real.(fresh."brand"has"increased"the"consumption"of"fruits"and"vegetables," increased" overall" lunch" participation" and" increased"
revenue"allowing"Scott"a"better"quality"of" food"while" staying"within"
budget.""
The"real.( fresh." brand" is"EVERYWHERE" in" the"Turlock"Unified" School"District." " Scott’s"real.( fresh."brand" is"on"his"speed" lines,"on"equipment"in" the"cafeteria,"on"water"bottles,"and"even"on"the"sports"
field"scoreboard." "Careful"detail"was"paid"to" the"real.( fresh." logo," from"the"color"palette,"a" lush"and"earthy" yellow" and" green," to" the" message" it" sends" to" students," parents," staff" and" community.""
Promotional"posters"and"calendars" feature"witty"phrases"with" images"of" active"people"and"enticing"
food"sending"a"clear"message"to"allPPSchool"Nutrition"equals"quality"at"a"great"price.""
It" all" began" back" in" 2006" when" Scott" recognized" that" his" commitment" to" health" needed" to" be"
accompanied"by"an"image"that"would"make"his"cafeterias"a"lasting"success.""Creating"a"Child"Nutrition"
Brand" plus"Marketing" that" Brand"was"what"Scott" knew"would" provide" lasting" success."He"uses" his"
child"nutrition"branding"to"entice"his"customers"to"eat"more"fruits"and"veggies"and"to"participate"in"
his" healthy" school" lunch" programs" that" includes" everything" from" rotisserie" chicken" to" fresh" mex"
burritos."""
The"success"of"Scott’s"real.(fresh."brand"has"been"a"series"of"small"changes"leading"incrementally"to"a"really" innovative"program." "To"ensure"kids"buy" into"the"real.( fresh."menu,"he"capitalizes"on"school"gardens,"farmers’"market"produce,"and"peerPtoPpeer"student"ambassadors"and"educational"activities."
Super(Hero(Scott(Soiseth(Contact(Info: 209 667-9048w(
ssoiseth@turlock.k12.ca.us""""""""""""""""""""""""""""http://cnd.turlock.k12.ca.us/"
Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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MGM(INTRODUCES ‘BRANDING’(Super Hero- Scott Soiseth Welcome" to" the" Super& Heroes& in& Hairnets" Series." " " Today," our" Super& Hero" session" is" with" a" Top"Performer"and"a"Super&Hero"in"the"Child"Nutrition"Arena…Mr.(Scott(Soiseth"from"the"Turlock"Unified"School" District" Nutritional" Services." " Scott" is" a" consummate" School" Food" Service" professional" and"
Advocate"for"Child"Nutrition.""Like"all"the"members"of"this"series—Scott"is"a"Super&Hero:"HPHelps"Others""
EPEducates"as"he"Advocates"
RPRemembers"it’s"All"About"the"Kids"
OPOffers"Wisdom"&"Energy"to"Fight"For"Healthy"School"Lunches."""
Scott’s" ‘Super" Power’" is"BRANDING." " " Scott’s" School" Nutrition" Program" is" BRANDED" with" the" logo"""""real.( fresh.( "Scott"educates"his"community"on"the"healthy"choices"of"eating"more"fruits"and"vegetables.""Everything"involving"school"nutrition"has"his"logo"real.(fresh"on"it"PPwhether"it’s"the"calendars"he"sends"out"to"parents,"to"all"fliers,"to"the"umbrellas"over"his"outside"seating.""""
WHO( IS( SCOTT( SOISETH:" " Director" of" Child"Nutrition" for" TURLOCK"Unified" School"District" (TUSD).""Scott’s"been"awarded"the"Golden"Apple"Award," the"Coordinated"Revue"Effort" award"and"has"received"
virtually"every"award"given"in"School"Nutrition.""""
Scott"puts"his"heart" and"soul" into"his"program"because"he"knows"1"in"5"kids"in"the"USA"struggles"with"Hunger"and"he"wants"to"be"part"of"the"Solution.""*Scott" " continually" improves" his" school" lunch" program" to" be" of" maximum" HEALTH" benefit" to" his"
students,"teachers,"administrators"and"parents"because"he"knows"a"Health"School"Meal"is"a"Life"Line"to"
MANY"Children"in"America"today.""
*Scott"never"stops"his"own"learning"process"and"warmly"shares"his"wisdom"and"knowledge"with"others"
because"he"knows"it’s"extremely"important"to"promote"school"lunch"and"show"how"it"will"be"of"benefit"
to"Each"Student.""
"
Today,"I"want"to"shine"a"Light"on"School"Nutrition—it"has"taken"a"‘lickin’"and"keeps"on"‘tickin’"because"
these"Super&Heroes"know"a"Healthy"School"Lunch"effects"the"lives"of"the"future"leaders"of"tomorrow."""I"want"to"illuminate"an"Innovative"and"Authentic"School"Nutrition"Super"Hero…Mr.(Scott(Soiseth."""
Meet: Plant-Based Meals Super HERO Miguel Villarreal
School Food & Nutrition Director
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
MGM & ASSOCIATES, INC [Insert Date]
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INTERVIEW MGM:"
Let’s"Discover"the"Secrets"of"Scott’s"incredible"Success"in"Branding(his(School(Nutrition(Program"as""
real.(fresh."Welcome"SCOTT"…we’re"so"glad"to"have"you"on"our"SUPER&HEROES&IN&HAIRNET"Program.""""
➣Today(we’re(learning(about(BRANDINGKK(WHY(DO(IT,(THE(PERCEPTIONS(OF(STUDENTS(about(
School(Lunch,(HOW(TO(MARKET(Your(School(Lunch(AND(WHAT(BRANDING(CAN(DO(FOR(YOUR(
BOTTOM(LINE.(((
"
➣Before( we( get( started,( Scott…( Most( of( our( listeners( have( thought,( at( one( time( or( another,((
“Success& happens& to& other& people,& not& me.”& & Will( you( take( us( back( to( what( your( SCHOOL(NUTRITION(PROGRAM(was(like(prior(to(branding(it(as(real.(fresh?(("
Scott:"Our"school"nutrition"program"did"not"have"any"branding."We"had"the"standard"school"lunch"program."
Marketing"with"a"Brand"all"began"in"2006.""We"were"just"coming"out"of"the"Pepsi"stage."Everyone"used"
Pepsi"contracts"and"those"Pepsi"contracts"were"disappearing."We"were"coming"out"of"SP"29"coming"into"
SP"965."I"saw"where"we"were"going"and"where"we"needed"to"go."I"got"tired"of"reinventing"myself"every"
year."I"decided"we"needed"to"create"something"that"was"going"to"take"us"through"the"new"age."I"knew"we"
were" changing" and"we" truly"needed" to" change."We"were"your"basic"standard"a8la8carte" PPVery" simple"menu"items"with"a"Very"low"amount"of"fresh"fruits"and"veggies"being"offered"on"our"menus.""
"
MGM:"
Give(our(listeners(an(idea(of(your(Child(Nutrition(ProgramKKHow(big(is(your(school(system?(How(many(meals(do(you(serve?(How(Many(Free(and(Reduced(Students?((("
Scott:"At"that"time,"we"were"just"under"50%"free/"reduced.""We"have"14"thousand"students"in"our"district."We"
have" a" Closed" Campus" System." Even" though" we" are" a" closed" campus," we" still" had" to" had" products"
children"wanted"to"eat."We"had"to"create"products" that"were"healthy," that"the"kids"wanted"to"eat,"and"
that"was"costPwise.""
"
MGM:"
What(was(the(perception(of(the(teachers/parents/kids(of(your(child(nutrition(program?((
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
MGM & ASSOCIATES, INC [Insert Date]
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INTERVIEW "
Scott:&&The&PERCEPTION&about&School&Lunch"We"did"a" survey."As"much"as"we"thought"we"had"made"some"great"changes"with"healthier"and"better"
products"for"our"school"lunch,"the"perception"was"still"deepProoted"that"the"food"was"less"healthy"and"
more"expensive."We"found"much"of"the"perception"was"students."These"deepProoted"perceptions"came"
from"the"parents,"too."They"still"thought"our"school"nutrition"program"was"fish"stick"Fridays,"and"canned"spinach"on"a"plate."Parents"flashed"back"to"when"they"were"in"school"while"students"at"the"elementary"level"carried"their"perceptions"into"the"high"schools."So,"after"all"the"hard"work"we"had"done...there"was"
still"a"negative"perception"of"our"school"lunch"program.""
"
MGM:"
That(same(perception(about(school(nutrition(is(everywhere.(Perception(is(that(the(school(lunch(is( not( as( good( as( the( “LunchKAble”,( which( is( what( I( call( “death( in( a( box”.( ( ‘LunchKables’( are(marketed(so(wonderfully.(The(DeepKrooted(fear(of(school(nutrition(being( less(healthy( food(yet(more(expensive(really(hits(home.(When(you(discovered(parents,(students(and(teachers(held(this(negative( perception,( what( was( the( first( step( that( moved( you( towards( BRANDING( in( the( first(place?(((Scott:"I"found"a"local"marketing"group"in"my"town.""They"were"young"with"fresh"ideas."None"of"them"were"out"
of" high" school"more" than" 4" years." They" created" a" great"marketing" plan" for"my" local" big"milk/cheese"
items." I" liked" the" contemporary" look." So," I" sat" down" with" these" men" to" start" our" school" nutritionP
marketing"program.""
MGM:"
How(did(you(find(this(marketing(group?( "
Scott:(It"was"kind"of"funny"how"I"found"them."I"was"in"the"grocery"store."I"saw"a"package"of""cheese.""I"thoughtPP
This"is"great"packaging."I"had"been"on"the"web"searching"everywhere"for"a"marketing"group."But"I"found"this"group"because"of"their"packaging."I"started"inquiring"with"the"company"and"they"said"it"was"a"group"
right"in"town.""The"marketing"group"turned"out"to"be"3"young"kids,"sitting"in"this"blank"room."One"was"a"
speaker,"one"did"graphics," and"one"was" the"promoter."They," too," still" had" that"negative"perception"of"
school" lunches." I"wanted" something" creative," I"wanted" something" contemporary," I"wanted" something"
that" was" going" to" last" 10P15" years." I" wanted" something" that" was" going" to"drive( quality( of( school(nutrition."I"gave"them"all"the"feedback"I’d"collected."I"told"them"what"I"wanted"and"expected."And"they"came"back"with"their"results.""
"
"
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
MGM & ASSOCIATES, INC [Insert Date]
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INTERVIEW MGM:""(Lets(look(at(the(colors(you(chose(for(your(Brand."
"Scott:"The"marketing"group"came"up"with"the"colors." I" told"them"I"wanted"something"contemporary," fresh." I"
wanted"something"that"was"going"to"differentiate" the"school" lunch"from"the"perceptions"of" the"past." I"
didn't"want"the"school"colors,"but"rather"something"that"will(market(our(program—school"nutrition—
school"lunch."They"came"up"with"red,"oranges"and"greens,"and"light"greens.""
MGM:""(You( see( those( colors( at( BAJA& FRESHKK( Anything( with( a( salad( bar( uses( KKLight( greens,( darker(greens.(Brilliant.( (When(you(started(branding(and(marketing(your(program,(who(got(on(board,(first(and(how(did(you(influence(them(to(get(behind(your(program?(( Scott:"We," the"marketing"group"and"I," "presented"our"BRANDING"IDEAS"to" the"school"board."The"marketing"
group"told"our"board"what"the"concept"was"all"about."They"did"a"great"presentation."I"told"them"about"
the" perceptions" of" school" lunches" and" how"we"were" going" to" try" to" change" the" perception" of" school"
lunches."I" told"the"board"that"we"needed"to"change"that"negative"outdated"perception"of"school"lunch."
After" that" presentation," we" did" a" slow" roll" out" of" an" initial" banner" and" some" posters." " That" slow"
beginning"got"it"all"going.""
"
Then,"it"never"stopped"from"there."Once"I"rolled"out"the"new"brand"at"one"high"school,"it"caught"on."The"
real.( fresh" idea"changed"our"menu."We"did"away"with"aPlaPcarte." "We"brought"in"quality"products."We"created"our"one&price&meal" for"everyone."We"changed"our" format,"everyone"could"get"a"reimbursable"meal,"at"every"site."Pricing"was"the"driving"the"force"behind"our"branding."We"had"to"keep"up"with"the"
real.(fresh"logo."""
Every"decision"was"based"upon"that"logo…"And"will"be"to"be"based"on"our"Brand"as"real.( fresh."When"vendors"came"in,"if"their"product"didn’t"fit"our"new"real.(fresh."criteria,"we"didn’t"look"at"their"products.""
MGM:""(How(do(you(get(staff,(teachers,(parents,(students(on(board?(("
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
MGM & ASSOCIATES, INC [Insert Date]
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INTERVIEW "
"
Scott:(We"made"it"clear"that"real.(fresh."is"not"just"for"me,"and"not"just"for"the"students,"but"it’s"for"‘everyone’."‘Real"Fresh’"going"to"drive"everything"we"do"in"school"nutrition.""We"are"going"to"look"at"logos"on"our"uniforms,"we"are"going"to"look"at"better"products,"we"are"going"to"look"at"remodeling"our"kitchens"
under"this"branding"program...we"are"looking"at"this"to"drive"participation"and"with"that"comes"funds"to"
do"better"things"in"the"district"and"at"your"sites!""""
"
It"really"wasn't"hard"to"get"people"on"board.""I"have"been"in"the"district"for"several"years"prior"to"
BRANDING"and"had"been"working"towards"this."They"were"all"ready"to"come"on"board."We"told"them"it"
would"be"harder"work,"the"products"would"be"tougher,"but"everyone"was"really"on"board."We"really"
didn't"get"any"push"back"from"anyone.""
MGM:"
You(removed(the(aKlaKcarte,(you(increased(the(menu(options,(you(even(created(a(vending(program.(What(was(the(vending(program?(("
Scott:"The"vending"program"PPwhat"we"wanted"to"do"was"to"move"all"the"snack"items"out"to"vending"machines"
and"off"the"serving"line."We"didn’t"want"children"standing"in"line,"slowing"down"the"line"just"to"buy"a"bag"
of"chips.""So,"we"bought"vending"machines.""We"put"them"in"the"back"of"the"cafeteria."We"dressed"them"
all"nicely."We"put"them"away"from"the"food.""So"PPwe"separated"the"snacks"from"the"food."We"wanted"
children"and"staff"to"understand"that"lunch(is(food,(and(a(snack(is(a(snack.""
MGM:"
Now(you(got(staff(and(teacher(on(board,(how(did(you(get(the(parents(on(board?(((
Scott:"Lots(of(promotion!""We"sent"out"real.(fresh."packets."In"the"packet,"we"sent"out"two"things:""1.""We"explained"what"real.(fresh."was"and"we"got"lots"of"press."We"got"the"local"papers"to"write"great"things"about"our"program."We"showed"them"what"real.(fresh."was"and"we"showed"them"how"we"were"going"to"a"ONE"PRICE"MEAL,"$2.50,"which"is"actually"paying"for"quality"product,"and"saving"them"money.""
2.""We"showed"them"a"comparison"of"what"children"are"spending"for"a"Gatorade"and"a"hamburger"and"
chips"(almost"$3.50)"compared"to"our"program,"they"were"getting"better"product"that"cost"them"less."""
MGM:"
How(do(you(get(your(marketing(group(started(so(you(were(going(in(the(right(direction?(("
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
MGM & ASSOCIATES, INC [Insert Date]
Lorem Ipsum
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INTERVIEW "
Scott:"""We"told"them"we"needed"our"brand"to"take"us"to"the"next"level."Our(BRAND(had(to(be(our(foundation.""1."""We"identified"all"the"things"that"we"wanted"in"that"brand.""
2."""We"told"them—our"brand"had"to"define"what"we"were"going"to"be.""
3."""We"told"the"marketing"group"what"we"wanted."We"wanted"our"customers"to"KNOW"WHAT"WE"
WERE"ALL"ABOUT"so"they"wouldn't"have"to"think"“well"what"is"that”,"they"would"just"knowP
immediately.""
4."""""We"Set"a"High"Expectations"for"our"school"nutrition"program."
MGM:"
Core(Values?(("
Scott:"I"did"have"Core"Values."At"that"time,"I"only"had"a"manager"and"one"supervisor."So,"we"were"getting"into"
the"high"school"program."We"were"just"doing"aPlaPcarte."We"had"a"small"group."""We"decided"BRANDING"
was"what"we"needed"to"be"to"take"us"to"the"next"level."We"were"hearing"about"how"we"needed"to"make"
the"changes."We"talked"about"all"the"changes"we"were"experiencing"in"California.""
MGM:"
How(did(you(pay(for(your(Brand(and(Marketing(in(the(beginning?(((
Scott:"We"had"the"money"through"our"aPlaPcarte"sales."We"were"making"tons"of"money"off"our"contract."We"
turned"a"negative"thing,"into"a"positive"thing,"to"turn"our"program"around."The"district"was"willing"to"
spend"some"money"up"front,"but"they"wanted"me"to"pay"it"back."We"didn't"have"it."But"we"were"able"to"
use"that"contract"money"to"pay"it"off.""
MGM:"
Once(you(did(that,(you(had(to(leap(from(the(a(la(carte(sales(and(move(into(the(OneFPrice&Meals.(Then(You(added(water(bottles(and(second(chance(school(bins.((Tell(us(about(all(that.((((
Scott:"We"were"moving"away"from"the"favorites"of"kids;"Pepsi,"pizza"pockets,"etc."We"knew"if"were"going"to"do"
use"our"brand"‘Real"Fresh’,"we"were"going"to"have"to"change"the"perception"of"everyone."The"quality"had"
to"be"second"to"none,"at"great"prices."We"had"to"match"the"quality"they"were"getting"outside"our"school"
system."We(have(to(have(higher(quality."The"aPlaPcartePP"the"kids"on"the"national"school"lunch"program"were"ecstatic."The"paid"kids"were"the"toughest"challenge."We"were"encroaching"on"their"ability"to"get"whatever"they"wanted."With"the"participation"of"the"national"school"lunch"program,"we"branded"
everything"under"“real"fresh”"and"“fresh"next”."That"was"a"great"success!"
(
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
MGM & ASSOCIATES, INC [Insert Date]
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9
INTERVIEW "
"
MGM:"
Tell(us(about(BRANDING(your(Sports(Team’s(scoreboard.(((Scott:(Through"our"rePmodernization,"the"ugly"school"board"with"Pepsi"came"down."I"went"to"the"school"board"
and"asked"them"if"I"could"put"real.(fresh."up"there"on"the"scoreboard"instead.""Two"of"the"school"board"members"were"still"there"from"the"initial"push"of"real.(fresh.,"they"were"very"excited."So,"we"were"able"to"put"the"real.(fresh."up"on"the"scoreboard"for"community"marketing."""Anywhere"I"can"get"an"opportunity"to"put"real.(fresh.,"I"take"it."""real.(fresh."is"just"part"of"our"district"now."""
MGM:"
So—your(real.(fresh.(logo(became(like(the(seat(belt—Automatic.(((The(students,(parents,(teachers,(staff(and(vendors(began(to(see(real.(fresh.(as(high(quality(food(at(a(good(price!(("
Scott:"I"put"our"logo"on"everything"I"ordered."We"put"it"on"everything"and"we"branded"it."Using"BRANDING"
makes"it"easier"in"the"decisionPmaking."This"is"what"we"are"going"to"bePHigh"Quality"Food"at"a"Great"
Price."""Our"logo"is"on"Every"food"cart."Every"food"barrel.""Everything"that"denotes"school"nutrition"has"
our"real.(fresh.(logo.""""
MGM:"
Let’s(get(back(to(second&chance(products(and(your(refrigerated(bins.(((Scott:"We"always"talked"about"second"chance"products"that"students"could"get."(Second"Chance"Products"are"products"that"one"student"does"not"want"but"another"student"might"want.)""At"first,"the"kids"would"put"
the"milk"and"fruit"they"didn’t"want"on"the"table"PPAnd"we"knew"that"was"not"acceptable."How"can"you"
guarantee"that"the"traded"products"were"staying"refrigerated.""Then,"we"discovered"the"Refrigerated"
Bins.""It"kept"the"items"at"a"cool"32"degrees."We"now"call"these"refrigerated"binsPP"the"second8chance"bin."It"is"behind"or"at"the"end"of"the"food"line"to"recapture"the"food"the"kids"didn't"want."The"bins"started"at"
half"full,"now"they"are"being"used,"consistently."The"kids"that"want"the"extra"fruit,"can"now"get"it.""
"
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
MGM & ASSOCIATES, INC [Insert Date]
Lorem Ipsum
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INTERVIEW "
MGM:"
Where(did(you(get(the(bin?(((Scott:(Its"called"ATC(group."They"are"the"same"company"that"supplies"all"the"barrels"for"the"red"bull."I"just"talked"to"them."I"ordered"25"and"they"put"our"real.(fresh."brand"on"them"for"me."Under"$300"per"barrel."""
We"also"have"Drinking"Stations,"of"course,"with"our"real.(fresh."logo."There"are"also"water"bottle"fill"stations."Our"Logo"color"scheme"is"on"everything."""
We"put"in"Fruit(Stands(at(the(Elementary(school"(no"salad"bar)."We"used"to"have"the"salad"bars"but"none"of"our"sites"had"good"supervision"for"watching"it."""It"just"didn’t"play"well"for"us.""So—we"started"to"
offer"all"fresh"fruits"and"veggies"off"a"Fruit"Stand."They"have"7P8"different"variety"of"products.""We"have"
our"Fruit"Stand"set"up"in"baskets."We"do"have"salads"on"there,"also.""
"
MGM:"
Scott(let’s(really(get(down(to(itKKK(Did(all(this(Branding(and(Marketing(Make(Any(MONEY?(("
Scott:"The bottom"line"was"and"is"amazing."The"first"year"real.(fresh....the"participation"increase"ranged"from"185"to"320"percent."We(were(doubling(every(expectation(of(participation."That"first"year"we"exceeded"all"our"expectations."The"growth"was"phenomenal."From(2006(until(now(WE(have(increased(our(budget(almost(2(and(a(half(million(dollars.(("
We"have"been"able"to"bring"in"more"staff."I"now"have"4"supervisors."We"were"able"to"hire"a"graphic"
designer,"a"communications"specialist...she"does"all"of"our"graphics,"all"of"our"posters."
"
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
MGM & ASSOCIATES, INC [Insert Date]
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INTERVIEW (Scott:(We"brought"all"our"printing"inPhouse."We"bought"a"printer"that"does"all"our"posters."We"saved,"saved,"
saved."We"cut"our"printing"costs"in"half."We"hired"another"3"more"supervisors.""We"now"have"a"lot"more"
quality"products.""We"serve"FreePRange"Chicken,"Sustainable"Beef,"we"even"have"delicious"Rotisserie"
Chicken."We"run"two"rotisseries"and"we’re"buying"2"more."Our(BRANDING(and(Marketing(have(Driven(the(Quality.""We"have"remodeled"all"the"kitchens,"all"driven"by"the"new"revenue"that"goes"back"to"BRANDING,"BRANDING,"And"BRANDING!!!!!!"
"
MGM:"
Let(me(ReKCap(Your(BRANDING(for(our(Audience:((((1) LOOK(OUTSIDE(SCHOOL(NUTRITION:((
YOU(got(ideas(from(other(industries...if(it(worked(out(in(the(‘real(world’,(you(decided(to(use(that(information(in(your(child(nutrition(program.(You(became(aware(of(packaging.((You(found(packaging(you(liked.((You(tracked(down(the(local(marketing(group(that(created(that(packaging(to(ask(if(they(could(help(you(brand(your(school(nutrition(program.((
2) DON’T(KEEP(REKINVENTING(THE(WHEEL:((If(you(know(something(is(not(working,(stop(doing(it.((Use(Branding(to(create(what(you(want(your(child(nutrition(program(to(really(be.((Branding(helps(keep(you(on(track(because(he(live(up(to(the(Brand.(((
3) GET(ENROLLMENT(FROM(EVERYONE:((Scott,(you(got(enrollment(from(everyone.(First,(get(your(board(on(your(side.(Not(only(did(Scott(personally(make(presentations(to(the(board,(he(also(got(his(marketing(group(to(make(their(presentations(to(the(board.(((
4) TAKE(BABY(STEPS(AT(FIRST:((Don't(change(everything(overnight(KKdo(a(slow(roll(out.((
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
MGM & ASSOCIATES, INC [Insert Date]
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INTERVIEW (
MGM:"
(First,( you(put( your( BRANDING(on( the(banners( and( flyersKKthen( little( by( little( the(Branding(went(on(everything.(You(Slowly,(changed(the(menu,(got(rid(of(aKlaKcarte.((Using(your(BRANDING(CORE(VALUES.(((Everything(was(and(is(driven(by(fair(price(and(quality.(Every(decision(was(based(upon(the(living(up(to(the(logoKK(real.(fresh."You(matched(the(quality(of(your(logo(to(your(child(nutrition(program.(((
5) BRAND(EVERYTHING(WITHIN(THE(SCHOOL(NUTRITION(ARENA:((Put( real.( fresh....on(everything.(Uniforms,( carts,(water( stations,( etc.( Everything(was(built( on(the( foundation,(your( foundation( is(your(core(value,(quality(at(a(great(price...which( Is(YOUR(BRAND:((real.(fresh."((
6) REVENUE(WILL(FLOW:((You(didn't( even(have( to(worry( about( the(money,( because( once( you( started( this(BRANDING(program…and( changed( to( ONEKPRICE( meals…the( money( began( to( flow( in( because( of( the(branding.( Kids( are( visual.( Once( they( saw( the( branding,( it( looked( appealing—they(participated.( ( Once( they( tasted( the( quality( –your( customers( were( hooked( and( they( stayed(loyal.((Participation(went(up,(Revenues(went(up!(
(Scott,(is(there(anything(else(you’d(like(to(say?(("
Scott:"Search"locally"for"your"marketing"team."There"is"someone"there"that"can"help"you.""
I" can’t" say" enough" about" how" BRANDING( CHANGED( OUR( ENTIRE( CHILD( NUTRITION(PROGRAM—Quality(and(Great(Prices"= real.(fresh."
"
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Creating Your Healthy School Environment by BRANDING, Marketing Your Nutrition Program
Presented by: Scott Soibeth What is Branding and How Important is it to Your Marketing Plan?
! The American Marketing Association defines a brand as a ‘name, term, sign symbol or design or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
The Objectives that a Good Brand will Achieve include…
! Delivers the message clearly ! Confirms your credibility ! Connects your target prospects emotionally ! Motivates the buyer ! Concretes User Loyalty
To Succeed in Branding…
! You must understand the needs and wants of your students, who are your customers.
! You do this by integrating your brand strategies at every point of public contact. ! Your brand resides within the hearts and minds of customers and prospective
customers. It is the some total of their experiences and perceptions, some which you can influence, and some that you cannot.
A Brand ! A strong brand is invaluable as the battle for customers intensifies day by day. It’s
important to spend time investing in researching, defining, and building your brand. Your brand is the source of a promise to your customers. It’s a foundation piece in your marketing communication and one you do not want to be without.
Defining Your Brand ! What products and services do you offer ! What are your core values ! Who is your target ! Create a personality or character for your program
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
The Role of the Communications Specialist--Janet Pohl-Schollenberg • Child Nutrition Website • Menus • Food labeling • Create Cafeteria Posters, Signage & Required Postings • Member of the Leadership Team & Wellness Committees • Attend Back-to-School Nights • Special Projects i.e. Presentations, Promotional Materials & Assistant to Scott when needed
How We Got Started • I sought out a local marketing group to create a brand who then created a survey. • Survey Group: 10.5% of TUSD high school students. • Survey Objectives:
• To understand student perspectives on the relationship between food and health.
• To understand student dietary habits and preferences • To understand student perspectives on school food service in comparison to
food services in the marketplace • To identify challenges and opportunities faced by TUSD in educating students
in regard to dietary health and in building positive perceptions of school food services
Challenges • Student Perceptions: Despite the hard work, dedication, and improvements made
by Food Services staff, students continue to hold unfavorable perceptions of school food.
• When compared with foods available outside of school, students believe that school food is less healthy, less fresh, more expensive.
• Deeply Rooted: These perceptions are deeply rooted in social and cultural beliefs, reinforced by mass media messages and food industry marketing.
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Recommendations • Creation of a new brand identity under which to market healthier, fresher products • Multi-Phase Implementation: Initial launch this Spring; expand brand
communication over the Summer; full-scale launch in Fall 2007. • Multi-Media Communication: Informational brochure / letter; posters / flyers; staff
uniforms; new menu; product packaging; website. • Multi-Message Reinforcement: Emphasize health, taste, freshness, quality, value,
variety, nutritional resources, etc.
! Implemented during the 2006-07 school year ! Removed ala carte options ! Increased menu options ! Created a vending program ! Increased marketing posters ! Healthier lunches/ Higher quality products ! Increased participation
Marketing
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Marketing
Marketing Within the District
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Turlock Health Fair
Back-to-School
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Real Fresh Apparel
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Real Fresh Food Labels & Signage
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
High School Fruit Stand
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Water Bottle Used and Sold throughout the District
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Snack Bar ~ Before
New Turlock High Deli Bar ~ After
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Deli Options and Sandwich
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Turlock High Cafeteria ~ Before
Turlock High Cafeteria ~ After
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
New Rotisserie Chicken Plate
Grab ‘n’ Go and New Aram Meals
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
New Entries to Cafeteria
New Water Station
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
High School Campus Speed Line
Fresh Mex – Converted Classroom
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Fresh Mex Meals
Dutcher Middle School
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Fruit Stands are Part of our Meals
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
2006-07 to 2009-10 MEAL COMPARISON TURLOCK JUNIOR HIGH SCHOOL 2007 2008 2009 2010
! PAID 4,028 43,020 38,233 36,267 ! REDUCED 4,200 17,835 23,626 22,522 ! FREE 43,481 84,759 82,028 88,772 ! TOTALS 51,709 145,614 143,887 147,561
An Increase of 185%
2006-07 to 2009-10 Meal Comparison Turlock Junior High School
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
2006-07 to 2009-10 MEAL COMPARISON TURLOCK HIGH SCHOOL 2007 2008 2009 2010
! PAID 2,975 32,588 34,903 35,851 ! REDUCED 6,541 18,281 27,340 26,995 ! FREE 56,513 102,118 121,203 135,493 ! TOTALS 66,029 152,987 183,446 198,339
An Increase of 300% 2006-07 to 2009-10 Meal Comparison Turlock High School
2006-07 to 2009-10 MEAL COMPARISON PITMAN HIGH SCHOOL 2007 2008 2009 2010 ! PAID 5,240 35,354 33,959 36,791 ! REDUCED 5,333 17,607 29,709 29,486 ! FREE 35,548 68,173 86,272 101,001 ! TOTALS 46,121 121,134 149,940 167,278
An Increase of 365%
2006-07 to 2009-10 Meal Comparison Pitman High School
MGM & ASSOCIATES, INC [Insert Date]
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Meet: BRANDING Super HERO Scott Soiseth
Child Nutrition Director Turlock Unified School District
Maureen G Mulvaney *mgm@mgmsuperstar.com *480-759-6251w *480-280-67776c *www.mgmsuperstar.com
Reimbursement ! 2006-2007
State:$185,667 Federal:$2,532,356 Paid:$1,747,313 Revenue $4,465,336
! 2007-2008
State:$292,736 Federal:$3,080,223 Paid:$1,318,847 Revenue $4,691,806
BOTTOMLINE Reimbursement
! 2008-2009 2009 -2010 ! State:$ 225,690 State: $349,607 ! Federal:$ 3,990,275 Federal:$4,018,845 ! Paid:$678,334 Paid : $1,032,765
*Revenue:$4,894,299 Revenue:$5,848,409
Revenue Increase of 31% “We are operating a business in a diverse setting with ever changing requirements. To market your program consistently will help you build an identity to guide you and your program through these changes.” Scott Soiseth
BRANDING&Super&Hero(KKScott(Soiseth(Contact(Info:(
ssoiseth@turlock.k12.ca.us"""""""209 667-9048w"
http://cnd.turlock.k12.ca.us/"
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