Summer Food Marketing & Outreach

2011

Public-private partnerships

A strategic plan to end childhood hunger

Leveraging the public investment for food and nutrition programs

For the federal summer nutrition programs, that means . . .

Conducting aggressive outreach and eliminating program

barriers.

More than half (1.5 million)

of the children in Florida qualify for free or reduced-price school meals.

only 1 in 10 of those children received meals in

the SFSP in 2010.

ASSESSING THE NEED

Initial 8 Pilot Counties

Broward, Dade, Hillsborough, Orange, Osceola, Palm Beach, Pinellas, and Polk

Marketing Partners

Anquan Boldin Foundation

PSA – Miami-Dade

English Version(Click here to view online)

Spanish Version(Click here to view online)

PSA – Orlando Area

English Version(Click here to view online)

Spanish Version(Click here to view online)

PSA – Palm Beach

Anquan Boldin Foundation

(Click here to view PSA online)

Miami Launch - EVENT

Miami Launch - COVERAGE

Florida Partnership to End Childhood Hunger

• 211

• City and County Governments

• County Health Departments (WIC Offices)

•Department of Children and Families (and Community Partner ACCESS sites)

• Faith-Based Organizations

• Goodwill

• Law Enforcement

• Medicaid Offices

• Workforce Centers

Community Partners

Branding Summer Nutrition

Florida Partnership to End Childhood HungerSummer Food Outreach 2011

MULTI-LINGUAL BUSINESS CARDS

Florida Partnership to End Childhood Hunger

English CreoleSpanish

Summer Food Outreach 2011

300,000+ cards distributed

Florida Partnership to End Childhood Hunger

POSTERS & FLYERS

Multi-lingual

Florida Partnership to End Childhood Hunger

BUS SHELTER SIGNS

Across Miami-Dade and Broward Counties

Making Information Accessible via iPHONE APP

Community Partners Promote with WEB BANNERS

PRIME EXAMPLE: WKMG Homepage Takeover

Marketing to Kids via FACEBOOK & TWITTER

WWW.SUMMERFOODFLORIDA.ORG

Website for SFSP Site Search

Early numbers for the 8 pilot counties indicate a possible

RESULTS!

increase of 11,000 in average daily attendance

up by 15%!

Were that rate applied to the whole state,

an additional 22,000 children could be served.

Expanding Marketing Collaborative Statewide with the Florida Department of Agriculture and Consumer Services

What’s Next?…

• A new statewide PSA with Commissioner Adam Putnam and Florida's Pro-Sports Teams

• Fresh Fruit and Vegetable Pilot for the Summer Nutrition Program 

• Using federal state administrative expense dollars to underwrite marketing components, like enlisting 2-1-1 agencies to staff statewide help-lines

Going into 2012!

Florida Partnership to End Childhood Hunger

Focus group participants said they’d be more likely to come to summer food sites if meals were more appealing with fresh and hot menu items.

This is echoed in a Florida school breakfast study. To the exclusion of other factors, students identified taste and visual appeal, a desire for hot food, greater variety, and increased healthfulness as key to their participation.

Good Food Attracts Kids!

•Multi-lingual operators

•Reporting and assessment capabilities

•Open extended hours

•Access to 2-1-1’s promotion outlets to families in need and other organizations serving target populations.

Partnering Statewide with 2-1-1