leveraging sna’s outreach toolsdocs.schoolnutrition.org/meetingsandevents/nlc2011... · find out...

Copyright © 2011 School Nutrition Association. All Rights Reserved. www.schoolnutrition.org

Leveraging SNA’s Outreach Tools

National Leadership Conference

April 30, 2011


SNA National’s PR Approach

• Reach students, parents and school communities via our membership

• Media outreach led by SNA PR Team & PR agency help

• General calendar of events


SNA Promotes Healthy School Meals Year-Round

• NSLW, NSBW, Back to School campaigns

• Tray Talk campaign• Social Media (twitter,

Facebook, online comments)

• Responding to hot topics (CNR, Meal Pattern, Jamie Oliver)

• Spokesperson Network


SNA PR Tools

• Media outreach tips, talking points, sample letters to the editor/parents, handouts and more:– Visit www.schoolnutrition.org

• Click on Resource Center

• Click on Promoting Your Program

– Visit www.schoolnutrition.org/TrayTalk• Click on PR Tools

http://www.schoolnutrition.org/�

http://www.schoolnutrition.org/TrayTalk�


Jamie Oliver Defense Plan

• Second Season Premiere on April 12th

• Pre-season buzz


Arming our Members

• Compiled facts & background on the show

• Updated key resources

• Informed members via web story, e-blast, SNAC Bites etc…


Raising our Profile

• Alerted SNA’s Spokesperson Network

• Spokespeople were urged to engage in proactive media and community outreach prior to and during the show

• Ramped up media and social media outreach– Boosted Google SEO advertising for Tray Talk


Responding to the Show

• SNA is promoting our “School Food Revolution” to parents and the media with media releases

• Also responding to online news/stories/blog articles abot the show

• New area on the SNN about Jamie Oliver so you can express your POV


Calendar of Events

• January: Tray Talk Week

• March: Breakfast Week and LAC

• July: Annual Conference Outreach

• June-August: Summer Feeding

• August/September: Back to School

• October: Lunch Week

• Year-Round: Proactive and Reactive Outreach


How can State Affiliates piggy back on SNA National’s PR Outreach?


SNA of Massachusetts

• SNA of Massachusetts website links to Tray Talk

• Information in newsletters, flyers and emails about SNA PR tools and Tray Talk.

• Strongly encouraged success story submission to Tray Talk

• Contracting with SNA PR Agency, the Kotchen Group, to do a media training pre-conference session for Fall 2011 conference


Georgia SNA

• Kick-off event in September – Our kick-off to National School Lunch Week– Presented Tray Talk and video

• Send out reminder emails, create our own Georgia menu for NSLW

• On our Facebook page, link to Tray Talk and SNA’s Facebook page

• Present PR Toolkit at Leadership Training, and feature in monthly newsletters


Your Perspectives!


National School Lunch Week - October 10-14, 2011


Key Campaign Goals

• Promote the overall benefit that school lunch helps kids grow healthy

• Promote farm to school and locally grown foods

• Promote the foods and nutrients required for kids to grow healthy and strong

• Educate students on where food comes from


Farm to School Recipes

• Members from across the USA sent in Farm to School recipes using seasonal produce

– Turkey, Cheddar and Apple Sandwich– Roasted Tomato Sauce– Pancit (Philippines) – Roasted Pumpkin

• Regional recipes available at www.schoolnutrition.org/grow

http://www.schoolnutrition.org/grow�


Try Something New

Take a field trip to a:

• Local Farm

• Urban Farm

• Pumpkin Patch

• Apple Orchard

• Farmer’s Market

Grow Something:

Lima beans in a bag or basil and parsley in

pots.

Find out what foods

grow in your region and create a

display.


Tools & Information

• Member site www.schoolnutrition.org/grow– Recipes– Toolkit – Activity Sheets– Backpack brochures for students and parents– Downloadable presentations & press release– Let’s Grow Healthy Community

• Emporium for posters, balloons, pencils, aprons, bags, rulers, stickers etc…


Made possible with support from

MilkPEP


National School Breakfast Week - March 7-11, 2011


Book Cover Contest


National School Breakfast Week

March 5-9, 2012


Campaign Goals and Theme

• Highlight to students the benefits of eating a healthy balanced breakfast at school and how it sets you up for a day of learning.

• “Go for Gold!” will tie in with the 2012 London Olympics and will focus on sports as well as academic achievement.


School Breakfast Medal Contest

• Design contest for students.

• Students design their own school breakfast medal highlighting the benefits of eating a healthy breakfast.

• Limited to a 3 word slogan on the design.

• 1 national winner will have their design recreated as an item (such as a pin or t-shirt) which will be sold in the Emporium.

• 2 Runners-up will receive a prize pack.


Tools & Information

• Member site www.schoolnutrition.org/gold– Menus

– Toolkit including contest forms

– Activity Sheets

– Backpack brochures for students and parents

– Downloadable presentations & press release

– “Go for Gold” Community

– Logos and artwork

• Emporium for posters, balloons, pencils, aprons, bags, rulers etc…


Made possible with support from

General Mills


Thank you!

leveraging sna’s outreach toolsdocs.schoolnutrition.org/meetingsandevents/nlc2011... · find out...

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