‘BRANDING’ SUPER HERO Scott Soisethl.b5z.net/i/u/10075223/f/2-Scott_Soiseth-SuperHero...MGM & Associates, INC Maureen G Mulvaney, MGM Internationally Known Professional Speaker,

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: [email protected] 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(

[email protected]""""""""""""""""""""""""""""http://cnd.turlock.k12.ca.us/"

Meet: BRANDING Super HERO Scott Soiseth

Child Nutrition Director Turlock Unified School District

Maureen G Mulvaney *[email protected] *480-759-6251w *480-280-67776c *www.mgmsuperstar.com


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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





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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?((





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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.""

"

"





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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?(("





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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?(("





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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!"

(





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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.""

"





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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."

"





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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.((





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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."

"





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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



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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.



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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



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Marketing

Marketing Within the District



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Turlock Health Fair

Back-to-School



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Real Fresh Apparel



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Real Fresh Food Labels & Signage



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High School Fruit Stand


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Water Bottle Used and Sold throughout the District



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Snack Bar ~ Before

New Turlock High Deli Bar ~ After



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Deli Options and Sandwich



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Turlock High Cafeteria ~ Before

Turlock High Cafeteria ~ After


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New Rotisserie Chicken Plate

Grab ‘n’ Go and New Aram Meals



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New Entries to Cafeteria

New Water Station



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High School Campus Speed Line

Fresh Mex – Converted Classroom



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Fresh Mex Meals

Dutcher Middle School


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Fruit Stands are Part of our Meals


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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


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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


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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:(

[email protected]"""""""209 667-9048w"

http://cnd.turlock.k12.ca.us/"

Documents

‘BRANDING’ SUPER HERO Scott Soisethl.b5z.net/i/u/10075223/f/2-Scott_Soiseth-SuperHero...MGM & Associates, INC Maureen G Mulvaney, MGM Internationally Known Professional Speaker,